Children Don Clothes of the Future

“Preschool kids wonder what school’s all about and parents can give them a taste with this kit.” — Kim McLynn, Learning Resources

Let’s face it: Kids are just a bunch of wanna-be grown-ups. They wanna be doctors and they wanna be teachers and they wanna be firemen … and they wanna be glamorous no matter what. Role impersonation kits help kids don new personas using tools of the trade. Elaborate multipart costumes lead the pack of top-sellers.

Marc Truax, store manager of Try & Buy Toy Stores in Katonah, N.Y., told TDmonthly Magazine that the Parents Magazine Animal Hospital kit by Battat Inc. is popular with little girls. But Sandy Kozlowski, sales associate at Toy Loft Ltd in East Aurora, N.Y., said the International Playthings Inc. doctor and veterinarian kits don’t sell as well as the Small Miracles dress-up outfits at her location. Why do the dress-up kits sell better?

“They’re mostly for little girls, and they’re frilly and fancy,” she explained.

While Sue Tice, IPI’s public relations director and product manager, said the gender-neutral doctor kit does quite well for this product category, she noted that that the hands-down best seller is My First Purse. “It may even be the best seller in the whole company,” she said.

“For girls, what’s popular are still the tutus, red glitter Dorothy shoes (from ‘The Wizard of Oz’) and fabulous dress-up costumes from companies like Fairy Finery (ToyShow) or A Wish Come True,” said Diana Nelson, president of Kazoo Toys in Denver.

Boys clamor for costumes from Aeromax (ToyShow), she added. The popular line of boys’ dress-up costumes stays on top with Junior Mail Courier and Junior Biker outfits debuting this year.

“Our best sellers are aimed at girls’ glamour and mix-and-match dress-up. But boys’ choices do hold their own,” Small Miracles president Michael de Jong told TDmonthly. “One makes up in volume what the other does in variety and volume.”

Still, many kids dress less for fantasy than to better understand reality. In Wappingers Falls, N.Y., Toys and More co-owner Jean Zoeller said that the Tool Case by Small World Toys sells better than the doctor kit she carries in her store. “Every little boy has seen his dad use a tool,” she explained, noting that doctors in the home generally aren’t a familiar sight.

Truax said the Deluxe Fire Fighter outfit set by Dress Up America (ToyShow) sells the best at his store. Why? Because 90 percent of the firefighting staff in Westchester County, where the store is located, comprises volunteers so most kids have a dad or an uncle or a neighbor on the force. All Dress Up America kits also contain lots of props to help kids complete their fantasy.

And, at Wayland Toy and Stationery in Providence, R.I., the Pretend & Play School Set from Learning Resources sells well. While people generally don’t come into the store looking for this kit, “We try to push people towards that because the kids really like to play with them,” owner Angela Toljan said. Other retailers TDmonthly spoke with also provided kudos for the product.

Kim McLynn, public relations manager, said the School Set is the best seller in the company’s Pretend & Play line. New to the market as of February 2006 has been the Pretend & Play Office, which has also been a strong seller.

“Preschool kids wonder what school’s all about and parents can give them a taste with this kit.” McLynn explained. As for the office set, McLynn said kids are naturally curious about where their parents go and what they do during the day.

For a closer look at new and top-selling children’s role playing kits, read on.