Culinary kids

Parents are always telling kids not to play with their food, but sometimes they just have to! The kitchen is an area of role-play that is so basic, it risks being forgotten about in today's atmosphere where high-tech toys tend to dominate. Food-play can extend into a number of different play genres, but it primarily falls in the role-play category.

It is the basic nature of food-related toys that makes them so appealing. With all of the technologically-enhanced play options out there these days, a lot of the imagination that kids needed to contribute in the past is not needed as much. But as Eric Toriumi, senior marketing director, Learning Resources, Vernon Hills, Ill., points out, giving kids a “base” product such as a food toy forces their curiosity and imagination to get to work.

That famous expression “you are what you eat” has more meaning than many might think. Food is one of the ultimate sources of identity for any culture. Its basic, universal nature makes it something that we all identify with in our own way. It's beneficial for kids to learn about the different identities associated with food for both their own sense of self, and so that they can learn earlier about those people in the world who do not share the same background.

In recognizing the important role that food-play can have in the development of a child's identity, some companies have responded by diversifying their product line to cater to multicultural customers. Two of them include Learning Resources and Small World Toys, Culver City, Calif.

Learning Resources carries a line of Hispanic-geared food products, and Small World recently launched a line called Small World Living, which features Italian, Japanese and Chinese-inspired food products.

“We've had multicultural foods for quite some time, at least 10 years,” says Toriumi. He tells Playthings that his company understands that there are many different types of children out there and that they are making an effort to cater to that diverse population at a young age. “Pretend play and imaginative play comes from [the children's] parents and their heritage, and we have an understanding that there are many different types of upbringing.”

Additionally, Toriumi tells Playthings he believes that playing with food-products—particularly those with a multicultural flair—can also provide children with an opportunity to develop “a global and universal understanding that there are different people and different cultures and that they'll see things that they don't always understand; [this type of play] will help to prepare them for these things.”

Food can be a very powerful product, with likely the broadest appeal possible. Everyone likes food, everyone needs food, and everyone knows and has a relationship with food. Retailers looking to increase their sales in this evergreen category will likely want to ensure that they are carrying products that accurately reflect the modern lifestyles of their customers.