Tales of Self-Discovery

Kids have a new champion in Sarah Itzhaki, Ph.D. As founder of ToysN'Tayls, Bethel, Conn., a new specialty company that will offer a line of character-driven story books and tie-in toys, Itzhaki hopes to use stories and play time to help kids face the challenges in their lives.

“The ToysN'Tayls philosophy is to change the current approach,” Itzhaki tells Playthings. Rather than pressure children to “seek perfection,” Itzhaki believes “that kids should accept themselves, all their characteristics and qualities, and know that we are all imperfect. At the same time, they should recognize their abilities and uniqueness.”

The first title from ToysN'Tayls, Itzhaki's own The Two Tuba Switch, aims to do just that through its sweet story about a boy who magically turns into different everyday objects whenever he feels shy. The story “makes children aware that the feelings they have are shared by others, and they are not alone,” Itzhaki says. “Kids gain insight while achieving awareness of their own emotions, sensations and needs, as well as the sensibilities of others. They can achieve greater truth and empathy, knowing that they can be understood.”

The book includes a page of extension activities and is available in a set of soft figures of the characters. “The visual and tactile stimulation that comes from illustrating or writing a scene in association with the book; role-playing with the story's character toys; or other activities engage more of the child's senses in the story experience,” Itzhaki says.

Prototypes of the toys were shown to specialty buyers last year at the ASTRA Marketplace; since then, the company has put the toys into production and is launching the sets nationwide this year. Itzhaki reports excellent positive feedback so far from retailers, parents and educators. “Kids love the toys—the way they feel and look and the way they are packed. Many have expressed a desire for more character toys,” Itzhaki says.

As a result, 2008 will bring more toys based on characters and moments from the book, plus two versions of a board game (one for educators and a home version). Also in the works for 2008 are new book titles that address other topics facing today's kids. Says Itzhaki, “This is just the beginning!”