The results are in: After experimenting with science and nature toys in their own “laboratories”—that is, toy stores—retailers have come to the conclusion that carrying these offerings is indeed a catalyst for strong sales. From kits that let kids make everything from candy to soap, to nature toys that grow miniature gardens or let kids catch bugs, the science toys category is one that is truly hands-on, boasts broad age appeal and is popular with both boys and girls.

And recent statistics give further proof to this theory. According to Port Washington, N.Y.-based The NPD Group, sales in the science and nature toys category grew from $88.5 million in 2006 to $94.7 million last year. Playthings talked to manufacturers about what trends are currently helping propel the science category forward, as well as retailers about their experiences in selling this ever-expanding category.

There's no denying the powerful influence of entertainment on the toy market, and the science category is no exception. Television shows such as CSI and MythBusters have helped boost older kids' interest in forensic kits and other related items, while new educational programs like PBS Kids' Sid the Science Kid are intriguing preschool audiences with the wonders of science. Says Joe Wetli, senior marketing manager of education for Columbus, Ohio-based Elmer's Products (which now also parents Scientific Explorer), “MythBusters has down a wonderful job making science cool by taking a fun, non-traditional approach that's really interesting to kids—and a lot of grown-ups, too.”

Other manufacturers also cite the impact of last year's reauthorization of the No Child Left Behind Act, which mandated that science be taught in schools and, in turn, helped generate an interest that expanded outside the classroom. In addition, notes Grant Cleveland, president of Portsmouth, R.I.-based DuneCraft, the recent news of the building of the Large Hadron Collider particle accelerator has sparked kids' interest in the fields of space, chemistry and particle physics.

For some companies, current events take a back seat to driving long-term demand for science products through the power of an evergreen license boosted by strong marketing support. For The Young Scientists Club of Jamestown, R.I., that property is The Magic School Bus. For the past 20 years, Scholastic's publishing-based license has been reaching audiences through a variety of mediums, from television programming through The Discovery Channel and The Learning Channel, to traveling museum exhibits and the publication of numerous series books and videos.

“The overall science toy market has become very competitive with lots of new companies entering the market,” says Esther Novis, president and CEO. “I believe our partnership with Scholastic…was a perfect match and has allowed The Young Scientists Club great brand recognition.” And by targeting The Magic School Bus line to the preschool crowd, the company has addressed the need for product for a younger demographic. “Our company's mission has always been to get children excited about science through fun and exciting hands-on science experiments,” adds Novis.

NSI, too, relies on the power of a well-respected brand, Smithsonian, through its established presence at the notable U.S. museum. According to Brian Waldman, vice president of marketing and brand development for the Farmingdale, N.Y.-based company, Smithsonian just launched a television channel which, he believes, “will garner even more attention to the already wildly popular brand,” as will the spring 2009 release of the movie Night at the Museum 2: Battle of the Smithsonian.

Other manufacturers are also experiencing great success with science product aimed at little kids. Elmer's recently launched a line of early learning kits for ages 4 and up: My First Science Kit, as well as another line, Totally Mind Blowing Science, under the Scientific Explorer umbrella. The former line includes four licensed kits featuring Dora the Explorer and Diego that incorporate such activities as digging for dinosaurs and collecting rocks; the latter product lets kids erupt a color-changing volcano and mix up chemicals.

DuneCraft will be introducing a line of Curious George terrariums for ages 4 and up this year, while Thames & Kosmos celebrates the first anniversary of its Little Labs science kits for ages 5 to 7. “They have quickly become some of our best sellers,” says president Ted McGuire.

Another company that knows the preschool market well is Summit Products. The Trussville, Ala.-based vendor's Backyard Safari brand for ages 4 and up has been a strong seller for the past several years. “With the general push to the marketplace to get kids outside, we have found that our … brand promotes outdoor play and gives kids an alternative to simply sitting in front of the TV and playing video games,” says Dan Henderson, president and CEO. The company typically introduces 15 to 30 items each year. Among the spring 2009 Backyard Safari collection is the Firefly Attractor, which features blinking lights to attract nighttime insects.

While attracting younger children to science may be challenging, science toy marketers looking to appeal to older kids, many of whom have already been lured by technology-based toys, really have their work cut out for them.

Thames & Kosmos has developed some new product that McGuire says addresses “some more serious science curricula”—namely, a course that goes along with the company's Fuel Cell Car kit and a Core Science MS-1 kit that correlates to National Science Education Standards.

DuneCraft will be introducing Skeleton Pellets, targeted at kids ages 9 and up working on science fair-type projects, while Elmer's will roll out food-making kits like Sour Candy Factory and Bubble Gum Factory. In addition, The Young Scientists Club will enter the ages-10-and-up space with the launch of Star Pilot, a device that teaches kids how to navigate the sky and identify certain constellations.

As product development teams contend with the issue of age-appropriateness, they must also determine whether to aim their offerings at boys or girls, or whether they can be marketed as gender-neutral. DuneCraft's Cleveland hasn't noticed as many gender-neutral science toys on the market as in previous years, whereas Thames & Kosmos' McGuire sees more “unbiased science toys. Science is really one area that does not have to be just for boys or just for girls,” he tells Playthings.

Young Scientists Club's Novis agrees with this sentiment. “I believe that girls and boys can do the same kinds of science, and by creating packaging that appeals to both, that mission can be easily accomplished,” she says.

On the other hand, Elmer's makes a conscious effort to create different science toys that tap into these distinct demographics. “There certainly is an age, around 6 years old, where boys' and girls' interests begin to diverge, and we try to meet those interests,” says Wetli. The company currently offers its Totally Gross Science for boys and Spa Science for girls, and will be launching additional products for both market segments at this month's toy show.

Even with internal marketing plans squared away, outside influences still factor heavily into science toy-making decisions. As of late, the rising cost of gasoline has driven the cost of plastic upward for manufacturers, while the state of the economy has lowered retail price points downward considerably. Some note the ongoing struggle of trying to maintain market share as they battle these challenges.

“We, as all our suppliers, are experiencing incredible material cost increases and are doing our best to mitigate those increases,” Henderson tells Playthings. “However, we are in the process of passing on those charges to our retailers since [costs] have grown to the point where we cannot continue to absorb them.”

“With the rising price of raw materials, the devalued dollar against foreign currency and additional costs of shipping and testing, the challenge of making safe and fun toys that offer value to consumers and margin to retailers can make it harder than ever, but obviously critical for us to keep the interest of our customers and retail partners,” says Waldman.

Others have taken measures to address these recent changes. Says Cleveland, “We have adjusted [our strategy] through more aggressive sourcing and pricing, switching materials and implementing performance-based pay systems for our warehouse staff to increase productivity.”

Manufacturers that understand how to respond to a changing marketplace are able to share their knowledge with their retail partners, which can only result in stronger business relationships—and better profits for all.

Novis advises using the proper signage in a dedicated area of a store to create an inviting, informative atmosphere for shoppers. “Many parents are looking for educational products, and science/nature certainly combines education and fun in one,” she adds.

Cleveland seconds this notion. “Make sure you are dedicating enough square footage and offering a broad selection of quality products,” he says.

Keeping in mind what the science/nature category is all about—hands-on fun—and communicating that to customers is also effective.

“Rather than just putting boxed items … all together … try mixing different textures and categories in one location based on a science theme,” offers McGuire. For instance, an outer space section might include telescopes, science kits and books on astronomy, rockets, glow-in-the-dark stars and other related items; while an ocean section might display plastic aquatic animals, ocean plush and puzzles, crab terrariums and sand toys.

For Anne Walker, owner of Curious Kidstuff, the science category is one that practically sells itself. The Seattle specialty toy store does well with products like Snap Circuits from Elenco, as well as Norman & Globus' ElectroWiz and ChemWiz science kits, which, she says, are well designed and easy to use. For those offerings that require more of a learning curve, Walker relies on sales personnel who are former teachers to help educate consumers.

At Austin, Texas-based Over the Rainbow Toys, business in the science category has boomed recently. In fact, says owner Stanley Moore, “we're doing more in this category in the last two or three years than ever before.” His store's top sellers range from Scientific Explorer-branded kits on the lower end of the price point spectrum, to Thames & Kosmos products, which he dubs “the Cadillac of the category.” And while he says it takes a certain amount of diligence on the part of the consumer to take an interest in toys not necessarily known for their whimsy, he points to the influential role that moms and dads play in purchasing decisions. “There's a lot of interest in parents wanting their kids to have things that are going to be fun, but that will also teach them something,” he adds.

The Murfreesboro, Tenn., branch of HobbyTown USA also knows a thing or two about keeping kids interested in science. According to co-owner Kim Myers, this franchised location is quickly becoming known for more than just hobbies. “More than half of our store features toys of all kinds, including science,” she tells Playthings. Among the inventory are science kits from Be Amazing, Scientific Explorer, Elenco and Thames & Kosmos, along with more hard-core equipment like microscopes, test tubes and beakers.

Myer takes an active role in her community by working with her local Discovery Center children's museum to offer themed science programs through the year. Recently, the store co-sponsored a Build a Rocket program and distributed coupons to museum goers for store visits. “We don't have a lot of room in our store for these types of events, so it's a great way to drum up business,” she says.