Setting a new course
By Maria Weiskott, Editor-in-Chief -- Playthings, 3/1/2004
As one of my favorite philosophers once said, "When you get to the fork in the road, take it."
Okay, okay! So maybe this particular hypothesis wasn't formulated at Walden Pond (it originated in the Bronx—what's the big deal?)
But we get the point, right?
About the fork, I mean?
Right now in our business, we are definitely at a fork in the road; and like all forks, it has several prongs. We can go in one direction or another or another, or yet another.
What we can't do, however, is take no direction. This would mean remaining at a standstill and, well, frankly—be obliged to "inhale some dust" (if you catch my drift), while others hustle past following one route or another.
Here at PLAYTHINGS, we noticed the fork quite awhile ago and mapped out a course (some might even call it a strategy). We believe we are going in the right direction.
Our course includes planned expansion—yes, even in the face of an industry in the throes of consolidation. With over 100 years of experience, we know that the information we can provide is needed the most when times are tough.
So…we are giving you as much information that is vital to your business, in as many formats as we can. You are already familiar with our increasingly vibrant Web presence, playthings.com; and are likely a subscriber to PLAYTHINGS Extra—our growing weekly e-newsletter; as well as a recipient of bulletins, containing urgent breaking industry news, that are delivered to your desktop.
As our magazine readers, you've already noticed that PLAYTHINGS itself is also undergoing an expansion: a bigger size and more editorial pages.
Today, we begin expanded coverage into new territories. (That old fork in the road does, after all, require exploration of new terrain).
This month's "What's Selling" department takes us out of the toy store and into other retail venues that are stocking children's playthings.
We will also be bringing you information from some non-traditional "experts," as we increase the scope of our coverage in the magazine. While we all appreciate what manufacturers have to say about their products, we figure retailers might like to have additional insight.
This month, we talk to educators about the educational toy phenomenon and specifically, learning systems.
Yes, we are at the fork in the road and we are taking a direction that is definitely off the beaten track. We believe it is where we will continue to fulfill our potential and help you fulfill yours.
As that old philosopher said, "The future ain't what it used to be."
