What's new in the games and toys category?
"Financial concerns compel parents to look for at-home entertainment as we become, what one marketer has described, a ‘hiber-nation.' The economic crisis and the popularity of tech-based games have combined to make the perfect storm for toys and games. Multi-platform publishing, which incorporates online gaming and product in many categories, is growing. And Wii has demonstrated that ‘exergames' can be fun and worthwhile for people of all ages, so what's new? A welcome resurgence of interest in family games.

"Marketers have historically said that during an economic downturn, consumers prioritize purchases for kids first, moms second and dads third. Games hit all three categories.

What are the specific trends?
"1. Games that require a shorter time investment-players don't need hours to have fun.
2. Price-value. Consumers don't merely want cheap. They want a good buy.
3. Online content. Digital media isn't an add-on. It's a necessity because online content extends the game experience onto another platform.

Is a certain critical mass necessary in this category to draw store traffic?
"No. The Guitar Praise package is so large that a single box, strategically placed, can make a strong visual statement. However, whenever children are playing a game in the store, that will automatically draw store traffic."

How can Christian retailers encourage more purchases of toys and games?
"Use toys and games in cross-merchandising. Hard-to-display shapes and sizes attract attention when used in store displays.

"Maximize sales of impulse items. Instead of burying the ‘holy hardware' in Christian Ed at the back of the store, bring an assortment up front. Display in seasonally colored bins marked $1 and $2. Put a clip strip of inexpensive items next to card racks with signage that reads: ‘Party Favors.'

"Spotlight a section of green toys or those ‘Made in the USA.'

"Offer coupons on toys and games. Customers crave discounts.

"Highlight value-priced toys and games on your store Web site."

What's the latest news on the Consumer Product Safety Improvement Act (CPSIA)?
"At press time, enforcement of CPSIA remains a complex and confusing issue. Check the U.S. Consumer Product Safety Commission Web site for the latest update: www.cpsc.gov/about/cpsia/cpsia.html

"If new toys or games don't arrive CPSIA-compliant, check with the vendor. When old inventory is compliant, add stickers.

"Although CPSIA continues to be extremely frustrating for suppliers, publishers and retailers, we must stay on top of developments. Safety is the lens through which parents view every aspect of their child's life, so retailers must not only comply with the legislation, but assure consumers, ‘Children are safe with playthings purchased at this store.' "

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