Dr Amanda Gummer discusses niche markets and how to make the most of them.
With margins on mass market products being cut to the bone due to tough competition, it’s worth looking at some of the niche markets which aren’t quite as price sensitive.
A big, although heavily segmented, niche market is that of toys for children with disabilities and special educational needs. The good thing about this is that in many cases, toys don’t need any design modifications in order to be accessible and beneficial for children with a particular need. For example, products such as Playdoh and plasticine are used therapeutically by children with conditions such as dyspraxia.
The main challenge for toy companies is to make a product seem less babyish – children with disabilities may not be able to access all the products aimed at their age group, but they certainly don’t want to be given babies’ toys.
Building blocks such as Commotion’s multi-sensory blocks and construction kits like Triqo are accessible to all ages and don’t look like they’re aimed only at younger children. Self-esteem is a big issue for kids with additional needs, and making sure the toys that they are given promote rather than impair their confidence and self-image, is something toy manufacturers need to be aware of if they want to penetrate this market.
On the Good Toy Guide website, we offer a search filter within the ‘find a toy’ feature that allows visitors to discover toys appropriate for children with a range of common needs. The feedback we’re getting on this feature has been overwhelmingly positive, and the word is spreading through the special needs communities, and organisations who are using the site as a buying guide to equip their centres and facilities.
SAVE THE ENVIRONMENT
The environmental credentials of toys are of increasing importance to certain segments of the market. Whilst it’s one of the considerations that are ignored (in favour of price) when finances are tight, it is still a consideration for many. And as the economy starts to grow, it will become more of a factor in buying decisions again.
It’s not all bad news though – reduced packaging often means lower production cost and there are a raft of online retail outlets that are only accessible by environmentally-friendly products and companies.
So when it comes to environmental issues, toy companies need to think smarter and maximise the marketing opportunities for environmentally-friendly products.
Visitors to the Good Toy Guide website use the ‘environmental’ and ‘no batteries’ search filters regularly and we only have a limited amount of environmentally-friendly products on the site so far. Therefore now is a great time to get your products submitted and make the most of the exposure.
LEARNING TO PLAY
The education market has really opened up to toys in recent years as the Early Years Foundation Stage (EYFS) curriculum focuses on learning through play. Role play and creative products tend to do well, as do toys that encourage perseverance and concentration such as jigsaws, for example.
Social development is being increasingly recognised as important for young children, so teachers are also now seeking games and activities that encourage cooperation and friendly competition.
Whilst there are some specialist educational providers in the sector, there is nothing to stop mainstream toy manufacturers from tweaking some of their products to break into the education market.
