Wooden it be nice?

For a parent who wants to ensure that a toy be handed down to their children's children, investing in wooden playthings is a sure thing. The quality craftsmanship, bolstered by the usage of durable, natural materials that withstand the test of time, is key in creating a toy that will last a lifetime—and then some.

In addition, wooden toys are a way for specialty retailers to distinguish themselves from big boxes. "Many of our customers who don't like to purchase plastic toys they see on TV," quips Dave Sutherland of The Mill Toy Works in Keene, N.H. His store, which is situated inside in an enclosed shopping mall—a restored woolen mill—is nestled among a number of upscale boutiques that serve his clientele. "There are a lot of people that still want toys that last."

Classic wooden toys, Sutherland adds, foster open-ended play and come in all shapes and sizes. The Mill Toy Works sells a host of small items, like miniature wooden games and small trains, as well as a large assortment of toys from Melissa and Doug, including puzzles, stacking tops and pounding benches. Of the latter, he says, "We've doubled our sales in the last year."

"There's a meaning behind the name 'wooden toys' that precedes good quality," believes David Ekwall of The Wooden Toy. The owner of this Wethersfield, Conn.-based specialty shop recalls that when the store first opened its doors 13 years ago, shoppers were intrigued by the name alone. "People look more for wooden toys than plastic not only because it is a better quality, but because it has a perceived better quality."

While the store's name truthfully belies its offerings—it carries toys in other areas, too—wooden toys do comprise a good portion of its inventory. Product from companies like Brio and Learning Curve line shelves, along the likes of toys from Small World Toys, Maxim and Melissa and Doug. Ekwall saw tremendous growth in this category about five years ago and has continued to enhance his selection, including having added a designated fixture for 100+ Melissa and Doug items.

Given the high-end price point associated with such toys, Ekwall tells PLAYTHINGS he doesn't necessarily foresee diminished sales in the wooden toy category. "When the economy is down, I think it's the impulse buying that's going to drop off," he says. "People won't be making those spur-of-the-moment purchases as much as they used to. Plus, there aren't a lot of hot toys out there now, so people are going to move more toward the traditional."