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Edutainment
Toys Redefine Play.
By Tim Connolly
Will kids go for a toy that threatens to actually teach them
something?
Skullduggery Eyewitness Kit®
Humanworks
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“As long as we don’t tell them it’s
educational,” says Renee Whitney, national sales manager for
Scientific Explorer; one of the most respected science toy
manufacturers around--with a web page full of awards to prove it. “Packaging
is important,” she adds. Kids will be interested “as long as
they believe first and primarily that this toy will be fun.” Their
most popular toy, The Meteor Rocket® (see product
reviews), teaches
kids properties of chemistry and physics as they figure out how to
make a successful launch. “We sneak that in,” says Whitney. “All
of our toys [are designed to] follow the scientific method.” Her
company believes this approach makes for open-ended and creative
problem solving. In a toy market where most problem-solving is
limited to video game shoot-outs, kids might find toys like these an
enjoyable challenge.
Skullduggery Eyewitness Kit®
Mold-it
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Also sneaking learning in with the fun is
Skullduggery, a family-owned company which began in a garage in
1979, and has since grown to become a leader in casting kits,
carving a niche both in the toy market and the classroom. Their most
popular item is the Eyewitness Kit® (see product reviews), a fossil
reconstruction set that has won high customer satisfaction ratings
in Amazon.com’s toy reviews. Other kits include: whales, sharks, a human skeleton, and other non-science-oriented
sets such as a princess and firefighter.
Scientific
Explorer Fun With Dog kit
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But given the recent bankruptcies of both
the Natural Wonders and Store of Knowledge chains, what does the
future hold for science toys? “[The bankruptcies] really hurt us,”
admits Stephen Koehl, president of Skullduggery. He adds that his
company has remained strong by keeping a firm presence in high-end
specialty stores, catalogs, web-retail, and in the classroom. “We’re
in all the major colleges with our skull replicas,” says Koehl,
“and in all the major museums.” Koehl cites competition from
giants like Wal-Mart, as well as high rents on mall spaces as the
primary reason for the demise of some chains, not a lack of interest
in educational toys.
“It’s on the upswing,” says Renee
Whitney. Her company has developed seven new toys exclusively for
The Discovery Channel, a company that has “made a huge commitment
to educational and science toys.” They’ve also signed a
licensing agreement with UC Berkeley to produce a slimy substance
called “Oobleck,” based on a Dr. Seuss book of the same name.
The product is a fun chemistry kit that allows kids to create the
mysterious substance (made of cornstarch and water), which has the
properties of both a solid and liquid, and has baffled even real
scientists.
Scientific
Explorer
Aerial Camera
kit
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Both Skullduggery and Scientific Explorer
have weathered the recent economic downturn successfully, proof that
innovative, quality educational toys can withstand even the
Nintendo/X-Box juggernaut.
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