According to NPD Group, a venture capital and market consulting firm, Fingerlings was one of the fastest-selling toys in the United States in September 2017.
How does a fingertip monkey change from a silent toy to a child's must-have item and ranks among the major retailers' list of toys of the year?
From September 1st to mid-October, retailers such as Toys R Us, Wal-Mart, Target, Kmart and Amazon have announced toys that they think will be particularly popular, covering all ages. Price and type.
Retailers promote these toys on their websites and advertisements. Toy lists have been widely disseminated on social media, news reports, blogs and other media.
NPD's toy industry analyst Juli Lennett said such concerns are good for toy sales. But whether the list promotes market trends or whether hot toys are destined to be hot, this question is difficult to answer, and it has no solution to the problem of “chicken or egg firstâ€.
So, how are the toys of fingertip monkeys selected by Toys R Us, Wal-Mart, Kmart and Amazon?
The selection of the best toys generally began more than a year ago. First, retailers will attend the Toy Fair, visit suppliers and learn about upcoming products. But Richard Barry, chief marketing officer at Toys R Us, said that some toys may start picking earlier.
In the company's 2017 "Geoffrey's Top 20" list, a toy guitar was released, similar to the guitar in the Pixar movie "The Dream of the Rings". Barry said that they saw the drawings of the film a few years ago and decided to cooperate with Mattel to launch the toy guitar.
When choosing a toy, merchants should consider a number of factors, including past sales data for toys, market trend forecasts, and social media enthusiasm.
The retailer will select the playing time of some movies or TV shows and launch corresponding license sales toys to promote sales. Of course, the retailer will also settle the price to ensure that the price of the toy can attract consumers.
Kelly and Kelly Cook, chief marketing officer at Sears, said: "We use quite a few algorithms to statistically predict the price point of the toy."
In addition to statistics and data, the store will let buyers predict whether children like this toy, which features of the toy, and which toy innovations will attract them. Barry said, "This is a process of continuous filtering and screening."
The filtering method adopted by Wal-Mart is quite special. For example, in July, Wal-Mart invited local children in northern Arkansas to test, test about 100 toys, and then get a list of toys based on the feedback from the children.
“All the toys that were selected for the test were well received, but we need to pick out the ones that have a special 'magic',†said Anne Marie Kehoe, vice president of sales at Wal-Mart Toys.
Kehoe said that since Wal-Mart began introducing children into toy testing five years ago, its toy sales began to improve. Kehoe said frankly that she was determined to see the fingertip monkeys become one of the best-selling toys of the year 2017 after watching the children's reaction with the fingertip monkeys.
Kehoe said: "The toy industry is not 100% successful."
Most of the toys that can be included in the best list have their own unique features, such as specific colors, versions, etc., which consumers can't find anywhere else.
Hatchims are one of the hottest toys of 2016. James Martin, head of robotics at its manufacturer Spin Master, said: "For large chain toy stores, launching exclusive products is a way to gain market share."
Hatchims are also repeated in the list of the best toys of the year in 2017. Adobe tracked sales data from Top 100 retailers and found that the hatchery toy received the best sales on Cyber ​​Monday.
Martin said that the launch of exclusive products is a collaboration between manufacturers and retailers. Spin Master's products foreshadow the "animal trends" of toys, and animals such as dogs, cats, and horses have long been popular with children. Martin said that the unicorn is very popular in 2017, and the tree shrew seems to be the next hot choice.
The manufacturer of the fingertip monkey launched a tree-shaped fingertip monkey for Wal-Mart and launched a unicorn shape for Toys R Us. Wal-Mart and Toys R Us have placed their fingertip monkeys in the list of the best toys of the year.
Kehoe said that if the fingertip monkeys did not pass the toy testing phase, they would put them in the follow-up supplement to the best list.
The lists offered by major retailers vary, but some toys overlap. The 2017 list, launched by Amazon, Toys R Us, Wal-Mart, Kmart and Target, is a total of 26 toys.
Most of these products have achieved good sales, and since the beginning of the peak season, they have also shown good sales growth.
Davin Sufer, chief technology officer of WowWee, believes that the toys in the list have long been the focus of consumers. "After all, you can't blink and tell others that something bad is good."
“But that doesn't mean the list given by the retailer is not important,†Spin Master said. “The more times these products appear on the Internet, the more likely people are to see them. This will build people's products. Consciousness."
This also gives those toys a wide publicity.
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