Scientifically Speaking

Discovery Kids, Animal Planet, the Science Channel and National Geographic—these channels show kids that you can touch, feel, understand nature and why things are the way they are. The popularity of theses channels shows that kids are more curious about the world around them these days. Perhaps, it's from watching Jeff Corwin hug a bear on Animal Planet or from visually questioning different pieces of nature around them. From experimental kits to weather forecasters to life-like models and insect habitats, the categories of scientific playthings is growing. And as long as kids are curious, and parents want them to learn, science-related toys sell.

Frank Adler vice president, Uncle Milton, Westlake Village, Calif., tells Playthings that the science and nature channels have contributed to the popularity of some toys, however, when it comes down to it, the product has to be fun. “It's been great putting a common face on scientific toys in general,” he says. “It brings media presence to science, but a cohesive family is looking to packaging and they know a good product when they see it.”

Alder says that parents want toys that deliver a learning experience but also keep kids interest. Packaging and cross-merchandising also help move the products. “Kids learn their best when they have a fun experience,” says Adler. “Today's kids respond differently to toys than the previous generation. Today's kid is subjected to video games, inundated with great technology, iPods and cell phones. Today, technology plays a huge role at a young age. The traditional microscope won't always have its place—we want to excite kids with so many entertainment products out there.”

New products launched this year from Uncle Milton include the 20-inch long RC Snake 2033 that slithers like the real thing, a Solar System Mobile that brings the solar system to the bedroom at night or Shadow Magic, which lets players freeze their shadow.

As part of the National Geographic channel's Everyday Explorer program, parents and educators are offered activities to help them help kids explore the world around them.

The online curriculum helps students learn about geocaching, habitats and other cultural census through lessons and activities. Exclusive lesson plans and other educational games are also available for educators through an online community.

Ted McGuire, president, Thames & Kosmos, tells Playthings that the channels have made science less intimidating to parents, opening the door for them to purchase science toys. “After a parent sees their child enthusiastically watching Shark Week, he or she will be more likely to spend money on a science kit or book on sharks,” he says. “They know the child will enjoy it and actually use it, and they know that Sharks aren't something to just be scared of. A lot of topics in science (not just sharks) are “scary” for a lot of parents, because they didn't do well in biology or chemistry in high school. Television encourages them past those fears by showing them that science is not scary.”

McGuire says that some stores use the CHEM C101 kits for science-themed birthday party programs or teach classes with kits like Kite Dynamics. And the customer base for scientific products varies.

“Since our products address a very wide variety of topics, we have a wide variety of customers,” says McGuire. “Just about everyone is interested in at least one of our kits. We have 71-year-old retired engineers playing with our Fuel Cell kit, 25-year-old grad students using the Power House kit to teach students about alternative energy, and 8-year-old girls dreaming up their own fragrances with the Perfume Science kit. Our kits are primarily designed and sold for use at home, but a fair number of teachers do use our kits to supplement their lesson plans.”

Science toys in the classroom opens up a new door of customers: educators. “Teachers and schools like a product to work on a number of levels,” says Adler. “It's a great consumer experience, but we want it to work on an educational level too.”

Jim Becker, president, SmartLab, San Francisco, tells Playthings that the science and nature channels have helped grab kids' attention. Becker says educators tend to use the Shark, Weather Station and Stars and Planets kits in class.

“Kids don't have long attention spans,” he says. “So it's not easy to create a scientific kit that gives kids something they really want to do.”

SmartLab models include skeletons, dinosaurs and voice changers for kids ages 8 to 12. A Build a TV Remote Control, which lets kids build a working remote control without any tools, just a twist of a few wires, will be out later this year.

All kits come with an illustrated, 32-page book, explaining infrared remotes.

Becker tells Playthings that there's also a satisfaction among kids after they've put something together. It has lasting value and helps build self-esteem when they get recognition for something that they made all by themselves.

“What parents want is a quality product,” says Becker. “A lot of toys explain the basic principles but it's not fun to play. It's a lost art when kids go to parents and say 'look what I made.' Most kids feel accomplished by getting to the next level in a video game. But there's something about putting something you made up on your shelf.”

By fall 2006, SmartLab will launch a new line called Brain Game, for the older kids. The Brain Game line will feature electronics and more touch and learn activities.

“Kids today focus on seeing everything on screen,” says Becker. “We want to get back to touch. Kids learn their best when they touch.”