Juvenile bedding takes lead from licensed plush best sellers

Discount Store News, June 9, 1986

Juvenile Bedding Takes Lead From Licensed Plush Best Sellers

The new licenses expected to be among top sellers this fall in juvenile domestics all spring from plush toys, mirroring the growing importance of the plush category in spawning new licenses.

Domestics buyers are betting that Pound Puppies, Popples and Teddy Ruxpin will be their hottest properties this fall. As usual, it takes at least six to eight months for popular toy licenses to filter down into the domestics category.

At Smitty's, for example, Teddy Ruxpin bedding is just beginning to gain momentum, even as the plush toy's popularity has peaked and waned, said buyer Kathy Baker.

Of the more mature licenses, Rainbow Brite and Hugga Bunch are said to be losing ground at some chains, while Masters of the Universe and Transformers continue to sell well. Walt Disney characters and Snoopy are likewise holding a strong position, many discount store buyers report.

Overall, licenses will still outnumber cute but generic designs on sheet sets, bedspreads, comforters, bed tents and curtains aimed at children.

Caldor and Gold Circle plan to stock up to 10 different licensed patterns in juvenile bedding this fall. In addition to the licensed goods, buyers at each chain plan to carry one or two whimsical in-house designs for the juvenile market.

The generic patterns "would be far more profitable [than the licensed ones]. We wouldn't have to pay for licensing and neither would the mills," said Caldor buyer Susan Yager. However, few generic designs enjoy the same success as licensed ones.

"The kids want what they see on television. That's what the mother buys," she said.

Discounters have found that parents (and those traditional spoilers, grandparents) who look to save money on their own items, are often willing to spend extra on their children. Also, discounters use the licensed bedding as traffic builders, appealing to the growing number of young parents who have spawned a mini baby boom.

Pound Puppies, Popples and Teddy Ruxpin will be added to Gold Circle's assortment fall, said buyer Jeff Brown. To make room he's dropping Wuzzles, Hugga Bunch and Rainbow Brite.

He also said Masters of the Universe and Transformers bedding continues to perform well.

Licensed slumber bag sales are expected to gain this fall after they are moved from the sporting goods department into domestics to tie in with other juvenile bedding promotions, Brown added.

Caldor has it's greatest success with long-time favorites like Mickey Mouse.

"My basic belief is to try to be somewhat conservative, [offering licenses] that are going to be around more than a couple of weeks," said Caldor's Yager.

The chain's current best-selling pattern is "Mickey Mouse Fancy Flier" from Easter, priced at $19.99 for a sheet set and $34.99 for the comforter.

Even with this emphasis on proven winners, Yager hasn't ignored current kid's television licenses. Other juvenile patterns stocked at Caldor include Masters of the Universe, Transformers, Pound Puppies, She-Ra, Voltron and Cabbage Patch on sheet sets, blankets and comforters.

Yager is looking into carrying coordinating priscilla curtains, but as yet, doesn't have space to display them properly.

Licensed bed tents could potentially push licensed domestics sales ahead this fall. "We had a sensational year with them last year, and I think we'll get another year with it," said Yager.

At Gee Bee, an assortment of licensed comforters and blankets including Pound Puppies from Bibb are due to be added this fall. For spring, only bedspreads were stocked. Comforters are treated as a seasonal, coldweather business.

Smitty's Baker has picked up a novelty Pound Puppies pillow from Bibb which plays the tune to "How Much is That Doggie in the Window." The item will retail for $9.99.

For the fall, some discounters have ordered Lady Pepperell's whimsical Boynton license made popular in greeting cards by American Greetings, available in two patterns, "What a Zoo!" and "Hippo Degas."

New Designs

Meanwhile, an awareness of the limited appeal of most television and plush toy-inspired licenses to children from pre-school age to about 10 years has prompted manufacturers to introduce some new designs.

Those non-licensed designs are specifically targeted at the older youth and teenager markets, both male and female.

Stevens, for example, has introduced the Just Kidding Line, humorous patterns for girls and also added three new patterns to the year-old Garan line, including a "Quarterback" pattern for boys.

During last month's domestics market, Bibb officially introduced three patterns, including two for boys, to its Dream Collection line for teenagers.

Licensing is a tricky path to take in infant's bedding, as well. Since most infant bedding is bought as gifts before the birth of the child, or by first-time parents, the patterns must be appropriate for either sex, and appeal to the adult shopper.

Dundee, which specializes in such generic designs for infants, recently introduced a Mattel license, Angel Bunny, in primary colors. Its nine-month-old Hugga Bunch offering, though, is not faring well at the mass merchant level, said a company spokesperson.