Hugs, heroes rule

While the knee-jerk reaction by the toy industry—both retailers and manufacturers—was to pull some 'offensive' items off the shelves in response to the Sept. 11 tragedies, the weeks that followed have seen consumers take the lead in where the industry is headed in the aftermath.

Some retailers are calling it the "hug factor," a response to the terrorist acts that shook the U.S. spirit. The likeliest hug candidate? Soft and safe plush items are flying off the shelves, retailers tell PLAYTHINGS.

This hug factor—or as some others call it, the nesting factor—is also motivating consumers to purchase more board games, puzzles and construction toys, retailers say. These are toys for home play and toys that also encourage family togetherness.

"Families want to stick close to home and be together," agrees Jeanne Meyer, vice president of corporate communications for toysrus.com. Board games, including the ever-popular Cranium, are current big sellers, she notes.

Consumers now also want safety items and accessories like walkie-talkies for their kids. They're big sellers, according to Meyer, who adds that one of imaginarium.com's hottest items is currently the Electronic Police Deluxe Action Set (a dress-up set with walkie-talkie) by Manley Toy Quest. Police/firefighter walkie-talkies with clip-on mikes by Kidz Quest are also in great demand, Meyer says, adding there is also renewed demand for Wild Planet's Night Goggles.

Not all heroes are flying off the shelves. According to Wal-Mart, the top U.S. toy seller, G.I. Joe isn't moving too well.

"Our sales of plush have really spiked," says Wal-Mart spokesman Jessica Moser. Wal-Mart has also seen an increase in sales of firefighter and police costumes. In fact, the mass-market chain has just stocked its shelves with an array of teddy bears dressed as firefighters and police—a perfect combination, it would seem, considering current circumstances. But it is a project that had been in the works for awhile, says Moser.

And "if it is anything red, white and blue—it's selling," Moser says, adding that includes red, white and blue face paint.

The red, white and blue factor definitely drove the success of a Toys R Us campaign that brought children together to promote patriotism and provide a means for them to contribute to victims of the attack. At the same time, parents could pick up a free booklet, First Aid for Feelings; Life Lessons for Children, which was written by Denise Daniels, founder and director of the National Childhood Grief Institute.

Shell-shocked consumers are also looking for 'Americana' products. Angie Genova, co-owner of a Jacksonville, Fla.-based Learning Express says customers are clamoring for Ty's America Bear. All proceeds from the bear will go to the American Red Cross and Ty, she says, promises shipments will be plentiful.

In response to the consumer call for Americana, Genova has ordered special puzzles from Buffalo Games. One depicts the U.S. flag with historic photos within it and the other is a New York City skyline that includes the former Twin Towers.

Genova, too, has noticed the run on plush, as well as the Small Miracles firefighter costume and Brio fire truck.

Consumers are also looking to get back to some 'classic' values, retailers tell PLAYTHINGS. "Bob the Builder, Clifford, Caillou, Dora the Explorer," notes Marnie Lawrence, senior buyer for FAO Schwarz, "teach positive values" and are popular with consumers right now. Lawrence adds that classic toys, perhaps reminiscent of less complex times, are also being favored in the aftermath of Sept. 11. "Licensed plush, Playmobil sets, and construction toys" are all moving now, she says, adding that Legos are particularly big sellers.

Playmobil fire and police rescue sets, Mary DeSilva, owner of Smart Kids, says, are in demand by therapists for use in talk therapy sessions with children. DeSilva emphasizes the impact of the 'nesting effect' on consumer choices.

Families really want to be home and be close to their children, she says. "There's much more family play, more family-oriented play. Consumers want construction projects and arts and crafts projects, says DeSilva, who is also president of ASTRA, the specialty retailers trade group.

And she forecasts that this trend will continue through the holidays, a season that retailers think may turn out "okay."

"We are in the children's business," says DeSilva, and everyone wants to protect their children. "Ultimately everyone will come back to buy toys and celebrate children and life."