CHILDREN’S MARKET


Playtime a welcome distraction as Covid lockdowns force businesses to pivot


For a category brimming with excitement and joy – and trading off the back of consumers’ emotional sensibilities to purchase – the children’s market has been blunted by the sombre climate of 2020. Despite the gloom caused by the pandemic, more time at home has meant a greater inclination for playtime. Luke Barras-Hill reports.


Above: Families have been turning to play to ride out the Covid-19 lockdown.


W


ith countries around the world either grappling desperately to stem the


so-called ‘second wave’ of Covid-19 or recovering from the first wave witnessed earlier this year, attention has rightly focused on balancing the economic and fiscal response with the health one. The resulting ‘homeworking’


phenomenon, for example, has proved mightily instructive in demonstrating whether personnel at firms – large and small – can flex business productivity within a domestic setting. A clutch of companies providing


“During the worst part of the lockdowns, toys/plush and kids products in general was one of the very few categories that was still resilient.”


Arnaud Ryser,


Business Development Manager, Duty Free Dynamics


40 TRBUSINESS


comment to TRBusiness for this report identified the often-understated phenomenon of families creating a richer and fuller work-life balance, with children’s playtime an important contributor. “This is something we need to


capitalise on – today we need to be proactive and complete and strengthen our offer with a real creative accessories offer targeting 6-10 year olds,” comments Valentine Vernaz, International Sales Manager – Global Travel Retail + Domestic LATAM/South Caran d’Ache.


Europe/MEA,


Conscious consumerism Like most suppliers in travel retail, Covid-19 resulted in a sharp decline of Caran d’Ache’s sales although increased periods spent at home has allowed the company to spend time observing consumers’ needs, how they divest energy on themselves and their families. The Geneva-founded company


is well known for its creative and colourful array of fine writing and art pens, pencils and accessories.


One noticeable aspect has been more conscientious approaches to consumption through local, traceable goods that appeal to child and adult consumers alike. In turn, distributor Duty Free


Dynamics (DFD) has witnessed the phenomenon of rising demand for toys/plush in a context of increased family time due to lockdowns and country quarantines. “Actually, it’s one of the main


reasons why, in our opinion, during the worst part of the lockdowns, toys/plush and kids products in general was one of the very few categories that was still resilient,” explains Arnaud Ryser, Business Development Manager, DFD. “Of course, we took advantage of


this activity in our portfolio of key accounts, in order to boost sales by encouraging these clients to take advantage of the convoy effect, to maintain a minimum level of re-furnishment of some other product categories.” DFD, which counts Lego, Lol


Surprise and Faber-Castell in its portfolio, labels the children’s


NOVEMBER 2020


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