Commentary by Linda Postell
Once upon a time, a toy was defined as something you held in your hand. At some point, it evolved to include something you played on a screen. Then, the time came when a toy was something collected by an adult to fondly remember their childhood. Today, a toy is defined as all of these things…and so much more.

Throughout my childhood, I was encouraged to make my own toys.

My father instilled a belief in me that the coolest toys could be made, not bought in a store. My friends and I were toy designers at the age of 6 years old. It was my dream job. We used ordinary, everyday stuff and created undeniably superior, one of a kind treasures. These were toys that were powered by our imagination.

Then, one day I found myself in my real life dream job, heading up the design and merchandising for the Warner Bros Studio Store—in Hollywood, no less! My role, once again, was toy designer charged with creating toys for kids of all ages.

I marvel with interest, when looking back on our approach to the WB product development. In many ways, the key guidelines at that time (below) continue to support the current merchandising/design processes that we rely on today.

• Reconnect with the BRAND HERITAGE, the culture, the overall sensibility. Research archives to gain inspiration for new positioning.
• Develop an intimate relationship with the end user, CORE CUSTOMER. Understand his/her lifestyle attributes, likes and dislikes.
• Determine how to exceed the core customer’s expectation regarding QUALITY. Then, raise the bar even further!
• Invest in PRODUCT SOURCING that delivers MARGIN expectation and exceptional consumer VALUE.
• Commit to 100% PROPRIETARY DESIGN that aims to evoke emotional response, ensuring an element of SURPRISE and DELIGHT.

That was the 1990s. Although merchandising and design has retained many of the core principles, the retail landscape has dramatically changed since then and the toy industry has followed along.

Changing consumer tastes and shopping behavior, along with store closures, have altered the supply and demand of the category. But, on the positive side, it has also paved the way for the recent new toy store formats, that are so much more experiential. Pop-up toy stores are appearing in surprising venues everywhere and new toy retailers are entering the space each day.

On the product side, manufacturers are producing innovative toys to support the 21st century demands. It’s a great time to be a kid with so many categories, so many choices, so much newness.

• The licensing toy arena is experiencing a revival thanks to streaming services and the enormous power of the Disney properties.
• Early Learning toys are all grown up…just look at the number of toys that teach a 3 year old, how to code.
• Augmented Reality toys overlay the virtual onto the physical, allowing for wow 3-D social interaction on a hand held device.
• S.T.E.M. toys are influencing and preparing a new generation of scientists and engineers.
• Smart toys can be found within multiple categories, with their own intelligence powered by electronics and sensors.

There is definitely a renewed energy within all aspects of the toy business today. Powering this energy is an understanding of the vital role that toys play in a child’s development. It’s way beyond play and fun. In fact, early childhood experts tell us that toys hold a very real power —the power to shape a child’s future. I know, that my early experiences with toys, has played a meaningful role in who I am and how I approach design and development.

Yes, my father believed that the coolest of toys were hand made creations. But, my father never, ever imagined a world (in the not so distant future), where a child will be able to power his/her imagination, to create their own unique toy, using their own personalized 3-D printer. Now, that’s powerful 21st century cool!

About the Author
Although Linda was trained as a classic merchant, she describes herself as a “content developer…a veteran of creative influence.” Her core strength lies in being able to define and execute a merchandising strategy that distinctly elevates, while practically positioning for growth. In addition to consulting, she has held senior posts ranging from designer and product developer to fashion director and chief merchandising officer. Today, she continues to look through a lens that makes “quality” the key ingredient in everything she does…identifying creative solutions that turn the ordinary into something of value. Linda resides in Short Hills, New Jersey. She can be contacted at gillenpostell@gmail.com