Make room for daddy

Men as gatherers; who would have guessed it? While women have for years been snapping up versions of their favorite dolls, books and figurines to share with their daughters, men are now making their own mark on the legitimate world of collectibles. In other words: they are not just "saving stuff."

According to Unity Marketing's research report, Why People Buy Collectibles, men currently make up 50 percent of the collecting market. With just as much passion for collecting as their female counterparts, the purchasing power of this demographic has prompted manufacturers and retailers alike to take a closer look at men as a potential profit center.

For those dads who don't relate to Xbox, Yu-Gi-Oh! or rap music, collecting can serve to bridge the inevitable generation gap. Kids are taken by all the nostalgia, and the adults can relate how things were "back then" to what's going on in the world today. In addition, collecting can provide both fathers and sons with an opportunity to spend valuable quality time together; this is especially true when work or other commitments make it impossible for a father to coach Little League or volunteer at school. With everything from sports cards and memorabilia to die-cast cars and action figures, the joy of collecting is manifested in the thrill of the hunt—we just knew there had to be a "hunt" involved—and the pure pleasure of exploring a common interest together.

Almost certainly the most popular collectibles are trading cards—specifically in the area of sports. The love of sports is unique in that it spans the generations almost effortlessly. While the popularity of Digimon and Dragon Ball Z is likely to fade after a few years, it's a pretty sure bet that baseball and football will still be going strong.

According to a recent article in the L.A. Times, there are between 5 million and 6 million sports cards collectors in the United States today. Introducing the hobby to their sons gives fathers the means to re-ignite their own interest in cards. It's the perfect time to discuss "the old days" when card collecting as most of us know it today didn't exist. When the baby boomers were growing up, kids traded cards, flipped them against the wall, taped them to the inside of their lockers and made them into "clickers" by attaching them to their bicycle spokes. Today, no one would dare mishandle a card for fear of bending the corners and decreasing its value.

Nowadays, cards are big business, enhanced by autographs, memorabilia and premium editions. To keep the interest level up and appeal to both high-end and casual collectors, companies such as Topps, Upper Deck, Score, Donruss, Fleer and Wizards of the Coast are constantly expanding their lines, offering upgrades that increase demand and raise prices. Many manufacturers slip small pieces of players' bats, balls and uniforms (and even pieces of the playing field, such as the flooring from basketball courts) into double-layered cards and insert them into random packs; they can sell for as much as $20 a pack. Other premium cards include holograms, special gold foil and the most-wanted "rookies," which constitute a player's first card in a major series. Kids follow the lead of the adults, doggedly chasing down premium packs and valuable memorabilia. Despite estimates that about half of today's collectors are kids, in view of the major league price tags, it's no surprise that the hobby has become decidedly dad-driven, with most of the money coming from adult wallets.

In addition to trading cards, the die-cast category has seen similar success in attracting collectors of all ages. Already captivating previous generations of enthusiasts, manufacturers such as Mattel, RC2 Corp. and Ravensberger have now gone to work teaming them up with a brand new age bracket of devotees. Encouraged by a slew of local collector events, national conventions and special nostalgia-inspired lines, dads have rolled out their boyhood collections and paved the way for their sons to join them in their fascination with this high-powered hobby.

Mattel has kept its loyal fan base fueled with continually expanding Hot Wheels and Matchbox product lines that incorporate a successful blend of new offerings and longtime favorites. The company's Hall of Fame vehicles and Special Collectors line features such "oldies but goodies" as the 1965 Elvis Presley Movie Collection Cobra and the 1967 Coca-Cola Volkswagen, alongside the up-to-date Drew Carey Volkswagen Beetle and the 1999 Coca-Cola Ford Mustang. In addition, the ever-growing collection of playsets and peripherals help get even the littlest auto aficionados on their way to a lifelong fascination to be shared with both past and future generations.

Moreover, the diversity and strength of the collector's market is displayed by the abundance of affordable, family-friendly events staged for die-cast enthusiasts, including the annual Hot Wheels Convention in Irvine, Calif., and the recent Hot Wheels SummerFest in North Carolina. Strong retailer support of this high-performance category is evident in the number of cooperative promotions held throughout the year at various locations. Last June, Mattel joined forces with Kmart stores around the country for an exclusive collector event that offered consumers the opportunity to shop unopened cartons of the newest assortment of Hot Wheels cars.

With product in place, stores must develop a game plan to attract both fathers and sons. The trick is appealing to two different demographic groups, each with its own unique characteristics. Events and promotions should showcase the current trends to bring in the younger collectors, while still touching on nostalgic aspects to keep the interest of older ones. Celebrity appearances, conventions, autograph sessions, trading clubs, exciting promotions and giveaways are among the many special events that can be utilized to draw customers of all ages into stores.

Retailers also need to be careful to schedule events at times when it is most likely that dads and kids can both attend together. It is also best to position advertisements where they can reach men in greater numbers, and don't forget to take advantage of the power of the Internet. Hiring male collectors as salespeople creates a knowledgeable atmosphere that may put prospective customers at ease.