Specialty toy stores unwrap successful season
Amid the blizzard of treacherous economic news, it appears toys are a sweet spot heading into the holidays.
Owners of some suburban specialty toy stores say that parents appear to be doing what they can to keep the holidays fun for their children.
"People in our area will give up a new cell phone, Starbucks or maybe a new car in order to see that their kids are taken care of. They want presents under the tree - that makes everyone happy," said Rick Derr, owner of Learning Express stores in Lake Zurich and Barrington.
Retail analysts expect that the specialty toy industry may be doing better than other toy outlets, including KB Toys, which filed for bankruptcy Thursday.
"My guess is that toys as a whole will do relatively better than other areas. But the category will still be challenging," said George Rosenbaum, president of Leo J. Shapiro Assoc. Chicago market research firm.
Larry Vandehoef, owner of Snickelfritz Toys at Westfield Hawthorn, says he's "optimistic" about the upcoming season. He hopes, based on his sales figures, that parents are shopping later this season with Christmas and Hanukkah falling later.
Toy store owners throughout the suburbs agree that shoppers are focusing more on picking quality toys.
"I'm looking for better quality things that will last longer," said Dee Buker of Algonquin, while shopping for her grandchildren.
Like many moms, Stephanie Hagin of Tower Lakes said she's not cutting back on presents for her children. In order to make this possible, she and her husband are not exchanging gifts with each other and they've cut back on buying for extended family.
Toy store owners who are doing well say their inventory is filled with toys that fall in the $20 to $30 price range. "That's our sweet spot," Derr said.
Aalap Shah, owner of Learning Express in St. Charles, has done the same and says his sales are up double digits over last year.
"Toys is one area that parents won't cut back on," Shah said.
Derr, who has been in the industry for 13 years, is also expecting his best year ever. His top sellers include Webkinz, which sell for $12.99; Elf on The Shelf kit, $30; The Banagram, $15; Sticky Mosaics, $20; Doink-It Darts, $25.
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