Kidding around
Listen up: children need to be heard, not just seen
Maria Weiskott, Editor-In-Chief -- Playthings, 9/1/2001
Yikes! What am I talking about? Lately, I have been hearing myself respond to favorable circumstances with words and phrases like awesome, way cool, righteous, that is so hot and oh-yeah. I also hear myself responding with, "wazzup?," when being greeted, and with, "check it out," when I want to elicit an opinion. When others make statements, I hear myself uttering disagreement using such terms as, "that is so not right," or "yeah, right." Agreement is countered with expressions like "no doubt" or "totally!"
When performance is superlative, performers are praised with: you rock! Their work: it rocks. If the event or work is not up to par and there are complaints— 'get over it,' is the response.
Pretty awesome display of repartee?
Totally.
This latest vocabulary update is just one of the perks of being in the toy business. We get to talk to kids as well as business types. For years, retailers have been using terms like end caps, impulse buying, inventory, cash flow, flying off the shelves and blame the economy; and manufacturers use terminology that includes master license, ship date, short supply, prototype and blame it on the economy. The language of kids, however, is as whimsical and dynamic—and most importantly, as adaptable— as the industry that wants to serve them.
Talking to kids is a reality check, to be sure. With the subtlety of a falling brick, they give us the scoop on what they like and what they don't. They give us a clue to their reality.
When all is said and done, we really do need to be talking to every segment of the business if we are to do our jobs well and with success. Talking to children who play, as well as the grownups who play with them, is integral to a comprehensive, absolute understanding of the toy business.
One of the founders of Klutz, John Cassidy—who now serves as company president—tells us he regularly conducts "milk shakers" at a local diner. These events include Cassidy and about five kids aged 8 to 12. Over milk shakes, they discuss "what's happening," share thoughts and sometimes review prototypes. Of course, kids often come with their own creative ideas.
In fact, a 13-year-old girl conceived one of Klutz's new product releases for the upcoming holiday season.
Dig that! Pretty swell, isn't it?
Hey…sorry. Meant to say, 'awesome.'
What-ever…
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