Big Boys & Their Toys
We may be older, but we still like toys…and we've got some serious cash to spend—cha-ching!
By The Big Boys of Playthings -- Playthings, 9/1/2005
You bet you want to know who we are, what we do and what we want! We've got money in our pockets and some of us have it to burn. We might be some of your best customers.
We are the somewhat middle-aged men who never quite closed the toy box. We are consumers buying with a vengeance—going after a lot of the things we always wanted as kids. Back then we either didn't have the financial resources, lacked the passion for anything specific, or our parents simply didn't allow us to get it. But now we're big boys. We are Big Boys with Toys.
It should come as no shock that while men age, there is still that little boy inside who is playing with Hot Wheels, operating a remote-control boat in a local pond, or collecting things we've admired and gravitated toward for years.
Perhaps one of the most interesting aspects of Big Boys and their Toys is that the play pattern for the same object we cherished as a kid is much different today. In buying a die-cast Corvette, the thoughts of running it up and down the driveway or through a PVC tube have given way to thoughts of how it is going to look on the mahogany shelving in an office.
Big Boys have their wallets ready and open. There doesn't have to be any coercion from the retailer. While customer service should never take a backseat in any sector of retail, sometimes we simply want to take our time browsing and generally surveying the merchandise. So don't "push" us. We are in your store not only to buy a product, but also to cruise the interior, the shelves, the end caps. We want to see what's old and what's new, and just suck up the atmosphere and experience. Hopefully, the store's aesthetics are going to satiate our senses.
Catering to a Big Boy is a two-fold endeavor. First off, those who are single and have no family to attend to can still pretty much be a qualified "kid." Yeah, he makes a buck or two, and probably indulges himself quite generously. Then there is the older "kid." His nest is empty, the flock has flown and the mortgage is history. This customer has evolved into a father, gift-giver and once again, a kid at heart. This time around, though, he has the money to blow on just about anything he wants. This may be the reason for some of the most bizarre collections.
Any way the pie is sliced, men are always going to be little kids inside. And the savvy retailer will be ready when he walks in the door.
You still need proof? Go to any National Football League game on a Sunday and observe: it is very difficult to take the boy out of the man.
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