Selling Toys as Tools

Pitching Products to Professionals

By TDmonthly Staff
February 2006

Carpenters buy nails, office managers buy toner and hairdressers buy shampoo. But in many professions the shopping list includes toys. Ann Marie Keyes, a first grade teacher, and Layne Munson, a speech language pathologist, both estimate that they personally spend at least $100 on toys each year. Schools, hospitals and other groups involved with children spend many times that amount annually.

Professionals don’t often search for a specific toy, according to Keyes and Munson. It’s usually a case of “I’ll know it when I see it.” Successful retailers have employees who can help them “see” that elusive product." Staff who can identify the skill the professional seeks to enhance and are able to make recommendations of items …” give a store an advantage, said Susie Waterstreet, director of marketing for Tree Top Kids Inc.

Check back in a future issue of TDmonthly Magazine to read the whole story.