Traveltoys
We’re all going on a Summer holiday
half-term ^
With families increasingly getting away outside of the Summer holidays and more multi- use products entering the market, retailers have a plethora of additional opportunities to promote ‘travel’ products throughout the year. Kayleigh Conway reports.
is still a requirement for toys and activities for travel. Whether they are going abroad or taking a ‘staycation’, families are travelling throughout the year, with many going on holiday at Christmas, New Year, and the half-term holidays. The latter has become an increasingly popular travel time, and
A
lthough the number of people travelling long distances may have decreased, families often now take many more frequent short trips. People are still travelling with children and therefore there
shorter, more frequent breaks can offer retailers the opportunity to promote travel products at multiple times in the year. Following the recent Easter weekend, for example, we spoke to Helen Gourley, director of the Toy Hub, who told us: “Good Friday was phenomenal, and we did better than we ever could have expected on Easter Sunday. We sold a lot of travel games, which was our featured product we placed right by the doors.” Leading on from Helen’s point, NPD data shows that the Travel Games category grew in value by 5% from 2011 to 2012, which is very encouraging.
I spoke to Steve Lowe, project manager at Destination Games, who believes this sector is going to become increasingly popular after seeing a growing interest in the company’s Destination Plus travel-sized games at Toy Fair. He said: “Over recent years the development of modern portable technology meant that solo electronic gaming was favoured over the social interaction of playing physical games. However, the novelty of this technology appears to be wearing off and people are keen to revert to interaction.”
What to look for
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