Play as an Rx

The aftermath of the Sept. 11 tragedies is still evolving in all walks of life in the United States, whether social, cultural or business. This is especially true at the approach of the holiday season—traditionally a festive time and a boon for commerce.

Nevertheless, a majority of toy retailers still struggle for the correct response to this national tragedy; especially where it concerns children.

While some retailers impulsively pulled 'violent' toys off shelves, many child psychologists and grief counselors believe that action figures, toy weapons, or even toys that depict explosions, can help children work out their feelings. Although these may be the last kinds of toys that parents would like to buy their children at the moment, banning these playthings may send a message to kids that they shouldn't talk about how they're feeling. The best bets for playthings, child psychology experts suggest, are open-ended toys such as puppets or art supplies that encourage imagination and allow children to take charge of their play—and their emotions.

Toy retailers themselves concur, reporting that the most wanted toys right now are those that empower children and exalt the 'good guys.' Toy fire trucks, police cars and rescue action sets are selling strongly, they tell PLAYTHINGS , along with a smattering of action figures and doctor kits.

In addition to offering playthings that empower, toy retailers can also respond with activities that help kids express themselves.

Shortly after the tragedies, for example, Toys R Us produced a workbook, First Aid for Feelings, and provided art supplies at its stores for children to draw the American flag (please see November PLAYTHINGS). And a specialty toy chain, as another example, offered a workshop where children could create a tissue paper 'flower of compassion.'

The rule of thumb during this post-traumatic period is to provide opportunity and outlets for imagination and expression—a task well-suited to the toy business.