Wanna Play?

American Demographics, Feb 1, 2003

Byline: JOHN FETTO

Christmas may be over, but the real toy season is just about to begin. An estimated 20,000 buyers from around the world will converge on New York City this month for the 100th annual Toy Fair, where they'll find out what's new, what's hot and what the future has in store for the toy industry. In the century since the inception of the fair, many playthings have come and gone, but only a handful of novelties have remained popular. LEGO building blocks and Lincoln Logs, for example, have been staples in children's toy chests for more than 70 years. Silly Putty and Play-Doh, despite their simplicity and odd scents, have managed to fascinate kids since the 1950s. Which of today's toys and games have the staying power to last until the next century? Finding out is key, because between 1997 and 2001, inflation-adjusted retail sales of toys and games remained relatively flat, at $25 billion. And with the under-12 population expected to remain steady over the next five years, future toy sales are barely expected to keep up with inflation. And that's not fun at all.

AGE-APPROPRIATE

Child population (in millions) in:

EXPANDABLES OR SHRINKY DINKS?

Percent change in dollar sales between 2000 and 2001 for selected toy sectors:

WE MAKE THE TOYS

Number of U.S.:

FUNNY MONEY

Last year* the toy industry spent $831.3 million on ads in traditional media.

TOP 5 AD SPENDERS AMONG TOY MAKERS (IN MILLIONS)

PLAY DEFICIT

Americans continue to spend more on imported playthings, though fewer toys and games are being exported from the U.S.

TOP TOY TOWNS

While the average U.S. household devoted $213 to toys and games last year, San Jose consumers forked over $367.