Precious Moments concept focuses on innocence
The well-known, 30-year-old maker of innocent, childlike figurines is expanding its image by reaching out to a new demographic.
In its first departure from the original teary-eyed figures, Rolling Meadows-based Precious Moments has launched a book series, product collection and a virtual aspect for girls ages 4 to 12.
The company recently started the Precious Girls Club designed for parents wanting to help retain their daughters' innocence for a while longer.
In developing the concept, the company did research to find that 93 percent of moms feel that girls today are being pressured to grow up too fast. More than 70 percent view the majority of dolls, games, shows and Web sites targeted at little girls as too sexy or inappropriate for their daughters, said Bret Moore, vice president of marketing of Precious Moments.
Sara Patterson, who has a 5-year-old daughter, agrees with the survey. She and her daughter read the new Precious Girls Club book, "A Little Bit of Faith," and checked out the Web site preciousgirlsclub.com, where there are games and other activities for girls in the targeted age group.
"As a mom, I absolutely love it. Parents can monitor what their kids are doing. It's safe. I'd describe it like Webkinz, with more of a wholesome value," Patterson said.
Four additional books are planned to be released next year, Moore said.
Both the books and the Web site carry a theme that encourages the child to do good deeds. Girls can earn charms for a bracelet based on good deeds they do on the Web site, as well as in real life.
The line can be found at Hallmark and LifeWay Christian stores, as well as online at preciousmoments.com.
The move toward a different demographic developed about three years ago, when Precious Moments moved its headquarters from Elgin to Rolling Meadows and brought in a new management team. The privately held collectible and giftware firm broke away from parent Itasca-based Enesco Group to operate independently about four years ago.
Under the ownership of the founding family, the figurines hit their height of popularity in the 1980s and 1990s.
"This is a new initiative that gives us the opportunity to re-energize with a new customer base," Moore said.
"We all know we're in a challenging economic environment," he said.
Artist Sam Butcher founded the business while drawing teary-eyed children with inspirational messages on gift cards. His sons, Jon of St. Charles and Don of Missouri, now operate the business.
"This is our first departure from that image. So far, it has exceeded our expectations," Moore said.
The Web site, which is updated weekly, went live in October. Moore said about 2,000 people are signing up for the site every week. There is a free component to the site and a paid portion which costs $3.95 a month.