Penny appeal

Novelty and impulse toys are a long-standing staple in the toy industry. Often comprising the entire toy section of drug and grocery chains, these low-priced items continue to thrive at retail. A recent survey by kids marketing firm Funosophy Inc. garnered some interesting tidbits about who's really shopping these sections, why they're purchasing, and how much they're spending.

When asked how likely they were to visit the toy section of a grocery or drug store, more moms (44 percent) reported being likely to visit the section with their kids than those who would allow their kids to visit the section on their own (14 percent). These numbers highlight an opportunity to create a more purchase-conducive environment for mothers—a well-merchandised, organized and clean-feeling section versus the somewhat disorganized sections that exist in many stores.

When asked about their likelihood of purchasing items at various price point ranges, more moms (38 percent) reported being likely to purchase a toy costing less than $2.00 than at any other price point. However, nearly 30 percent of moms indicated likely purchase intent at $2.00-$4.99 and another 16 percent were likely to purchase a toy ranging from $5.00-$9.99. Considering the volume of shoppers passing through an average drug or grocery store, that 16 percent may give toy retailers reason to reconsider the allocation of price points within their sections.

Results of this survey challenge the popular belief that impulse toys are purchased either to appease fussy kids in the store (so-called “shut-up toys”) or as an immediate reward for a kid who behaved well on a shopping trip. When asked about their likelihood of purchasing a toy to fulfill various needs, more moms (24 percent) were likely to purchase an impulse toy to give as a gift, either for their child or for another, than for any other reason surveyed. Another 20 percent were likely to purchase a toy to play with at a later time, which was nearly twice as many as those who were likely to purchase something for their kids to play with immediately. This gift-giving insight presents a unique opportunity for manufacturers to better position their products as gift items, with appropriate package designs and sizes.

Impulse continues to be an opportunity within the industry, especially at channels outside of traditional toy stores. Given mothers' shopping habits and purchase rationales, there are definitely merchandising and packaging opportunities that could impact the quantity and dollar amount of impulse sales.