Striking a chord

We've all heard about the Mozart Effect; but what about the Mozart Effect affect?

The Mozart Effect affect? Well…that would be the impact created by the acceptance and growing popularity of the theory that listening to music that is classic—as in Mozart and Beethoven, rather than as in The Platters and the Rolling Stones—can make a person smarter.

Since the early '90s, when a University of California study concluded that the relationship between music and spatial reasoning was strong enough to temporarily raise the listener's spatial IQ, there has been a boom in consumer interest in and consumption of classical music; especially in Mozart's, since his "Sonata for 2 Pianos in D Major" was used in the study.

The interest of parents looking to increase their children's intelligence and success potential has sparked a multitude of classical CD and video offerings for children of all ages from prenatal to infant to toddler to preschool and beyond. Indeed, the sound of cash registers ringing up these products has swelled to a sales crescendo—music to retailing ears.

The interest has even impacted children's playthings.

Strains of "Twinkle, Twinkle Little Star" have been replaced by repertories from not only Mozart, but other classical composers as well. Toymaker Tiny Love, for example, has incorporated the music of three composers, Mozart, Beethoven and Bach, in its Symphony-in-Motion infant mobile, allowing the parent to select from three different "moods."

One of the most noteworthy impacts of the Mozart Effect, however, has been extension of the musical experience to the hands-on experimentation with musical instruments.

For retailers who already stock toy musical instruments, this is very good news. And for those who don't, it offers a new opportunity to grow revenues with merchandise that not only supports creativity, but is on the cusp of a trend that has no peak yet in sight.

In fact, retailers don't have to search very far to find support when looking to promote sales of musical instrument playthings for children. Not only are manufacturers coming across with a host of traditional and inventive offerings, an abundance of studies are reporting the benefits of early childhood play with musical instruments.

In-depth research at Harvard University last year, for instance, found evidence that spatial-temporal reasoning improves when children learn to make music. A recent study by the College Entrance Exam Board Service found that students who sang or played a musical instrument scored 51 points higher on the verbal portion of the test and an average of 39 points higher on math than those who didn't sing or play an instrument.

What more reason can a retailer possibly have to merchandise toy instruments to parents and grandparents anxious for their progeny to succeed?

"Demand for quality musical instruments has skyrocketed in the past five years according to estimates provided by the trade group International Music Products Association and the Toy Industry Association," Remo spokesman Timothy Ridgway tells PLAYTHINGS. While Remo is a world-renowned drum maker, the California-based company has also invested in the market for children's instruments, producing a line of drums as well as other products.

Ridgway adds that interest in musical instruments seems to be coming from many sectors. While it is a distinct category, instruments are now also being sold successfully as impulse gift items, he notes.

"Business is just great," says Bob Bergin, president and CEO of Rhythm Band Instruments, a Texas-based manufacturer of children's toy instruments. The Mozart Effect has really impacted the market for children's toy musical instruments, he tells PLAYTHINGS, adding that the phenomenon is being "emphasized a lot" in trade associations, such as the Music Industry Conference and the National Association of Music Merchants.

Each of the associations, he said, is emphasizing the fact that music and "playing a musical instrument makes you smarter." We are seeing enthusiasm for children's musical instruments "across the board," Bergin notes, adding that he is seeing an increase in day care centers showing interest in including musical instrument play in their curriculums. "Parents want day care centers that do more than just baby sit," he says.

While both Remo and Rhythm Band manufacture instruments, they have also developed new product that helps 'teach' children how to 'play' them as well, thereby giving the wannabe musicians a sense of accomplishment.

Rhythm Band's new "Bob McGrath Rhythm Band Set" includes an instructional CD of McGrath, also known as 'Bob' from Sesame Street for the past 30-plus years. The set comes with eight pieces including wood block, tambourine, tom-boy drum, triangle, sand block, rhythm sticks, maracas and finger cymbals, all contained in a reusable lunch-type box.

The set provides an "introductory to all eight instruments," McGrath tells PLAYTHINGS, and notes that the CD is appropriate and helpful for the "non-music" person. There are four rhythms demonstrated on the CD including a Cuban cha-cha, a Japanese awa odori, an Asian saidi and a New Orleans march.

"In each one, the child is invited to join in," explains McGrath, who has been involved with children and music for decades. "Kids are learning more and more," he notes, emphasizing the growing acknowledgment that music helps the learning process.

Rhythm Band has also introduced a line of desk bells that can be "tapped," instead of having to be picked up. This, explains Bergin, enables kids who are physically challenged to also enjoy the benefits of making music. The bells are in the C-to-C diatonic scale.

Remo, whose drums are used in symphonies and marching bands worldwide, offers an entire line of upscale children's drums. Other percussion pieces are also included in the company's product mix for children. And in keeping with the trend toward play instruction, Remo has introduced a line of rhythm instrument kits that include videos inviting children to play-along. The kits, which are packaged in backpacks, were produced with early childhood music instructor Lynn Kleiner. The line, which includes Babies Make Music, Kids Make Music and Kids Make Music Too, are suitable for children from infancy to 8 years old.

Instruction is also key to the children's instruments manufactured by Virginia-based Hohner, whose motto is "music is brainfood for kids." The company also has rhythm instrument sets with instructional material included in its product mix. "Every set includes age appropriate instructional inserts, specific to each instrument, written by music educators, appealing to parents and teachers and requiring no musical experience," notes Tim Henry, Hohner's sales and marketing manager.

Hohner also manufactures a selection of guitars, recorders, harmonicas and other instruments for children as well as an entire line of "play and learn" products. And to help retailers boost impulse sales of toy instruments, Hohner has a rotating display unit that is designed to hold more than 30 different instruments plus six-piece rhythm sets in 2½ square feet of floor space.

As an attraction for the youngest musician, Hohner this year introduced the Crocoglock. Shaped like a crocodile, the colorful "instrument" features five colorful bars and a pair of mallets. The bars are precision tuned and arranged in a pentatonic scale.

Also new this year, but for the older child, Hohner introduced a 30-inch folk guitar. The instrument is perfectly scaled "quality wood," says Henry, adding that the piece has accurate intonation and features nylon strings. Included in the retail box package is a songbook, pitch pipe and tuning instruction.

Without a doubt, manufacturers of children's toy instruments are helping to drum up additional sales for retailers ready to tune up their business.