While toys and games are fun for all ages, the toy business
is anything but child's play. If you have a game or toy and
you're seeking to bring it to market, the task can seem
daunting. Questions about manufacturing, distribution,
shipping, packaging and marketing might seem overwhelming at
first. In this article though, you'll learn that the trick
is to tackle these things one at a time to ensure effective
entry into the toy market.
!! Steps !!
Make a prototype. This process will probably take several steps and
revisions, so don't invest too much money in your first mock up.
Test thoroughly and make revisions to the rules or physical make up
of the product before committing to something expensive like a
molded prototype.
Get a patent. The process is simple and inexpensive. The toy
business is as brutal as any other and a good concept will get
co-opted by other companies quickly if the legal avenue to doing so
has not been closed.
Go to a toy trade show. Don't rent a booth yet, it's far too early
for that. Still, it's worth the entry fee to go to one of these
shows and see how they work. The International Toy Fair in NYC is
the world's largest, but there are a number of regional toy and game
trade shows as well. Spending a day at one of these events will
allow you to research products similar to yours, network with
manufacturers, and meet and greet with influential toy buyers.
Ask yourself how involved you want to be. If you have a concept
heavy product (namely, a toy that uses new technology or takes an
existing toy in a radically new direction), it might be possible to
market the patent directly to an existing toy company. Usually, this
is not the case. Launching a new toy entails a huge financial
investment and few large toy companies will invest in a patent for a
toy or game that hasn't yet established a sales record.
Consider your market. Is this a toy that will appeal to infants,
adolescents, or teens? Is it a game that can be marketed to adults
as well as children? Will it appeal to people of a particular
background or from a particular area more than others? Will it be
expensive or inexpensive? Is it a one time purchase or a
collectible? Answering these questions early will make the rest of
the process much easier.
Design your packaging. If you're starting out from scratch, odds are
good that you'll have to compromise and use the simplest packaging
that will be effective. Ask yourself the basic questions first:
* What type of packaging do you need?
* Can your toy be sold loose in a countertop display or does it need
to come in a box?
* Should the product be covered with a photo on the front or should
there be an acetate window so that the consumer can see it?
* If you don't have artistic skill, it might be best to find a
friend that can help you with logos, etc. Professional graphic
designers are expensive and at this stage they will not help you
much. It is only once your toy or game establishes a record of
sales that you'll need to bring in the big boys.
Consider how you'll go about manufacturing the toy. The questions
about manufacture will vary greatly depending on what type of toy or
game you've created. Card game and board game designers can use
custom services that specialize in creating inexpensive, high
quality freelance games. If your toy is plastic or athletic in
nature, you'll most likely have to turn to an overseas manufacturer
to produce it at a price that will allow you to stay competitive.
Develop an action plan. Remember, you won't be trying to sell this
toy to kids. You'll be trying to sell it to toy stores and retail
outlets and to do so, you will have to convince them that your
product will move.
* How will your toy be sold?
* Does it expand on a familiar line of toys or is it a new concept?
* If it's new, will people know what it is right away or will it
have to be demonstrated?
Start locally. It won't do you much good to bring your prototype
into the local Toys R Us or chain outlet since nobody at the
location would have the authority to put it on the shelves. Instead,
start with locally owned and independent retailers. Smaller stores
are always looking for the latest products so that they can offer
their customers something the larger stores can't. Developing a good
relationship with local toy store owners will do more than get your
product on the shelf; they can radically influence their customer's
purchasing decisions with a quick recommendation. If your toy sales
are successful, local word-of-mouth becomes invaluable.
* Market stalls can be a good choice Be creative and
think laterally when looking for retail locations. Just because
your product is a toy doesn't mean you're limited to toy stores.
If the toy encourages activity, it might do well in a sporting
goods outlet or a nature-themed store. If it ties into
skateboarding, you might find success in skate shops. Don't be
afraid to try a store that might not make sense for your product.
Remember, the store owner knows their customer better than you and
might feel like your toy is a perfect fit even if you do not.
Think about ancillary products. Is your toy a one hit wonder or can
it be expanded into a line of toys? Can your toy have accessories?
Can it be made into a collectible? Are there similar products that
could sell alongside it? Maximizing each sale is the fastest way to
long-term success.
Don't give up! Don't be discouraged by early failures. This is all
part of the learning process. If you strike out on a sale, ask
yourself what you could have done better, adjust your pitch and
keep trying.
!! Tips !!
* Ask yourself what makes your toy or game different from similar
items on the market and use this difference when pitching your
product.
* Be proactive. Get online, join forums, and read blogs from players
in the toy industry. This will help you learn the industry lingo
and network with potentially important contacts.
* Play with it as often as possible. The business end is tough so be
sure to take time to play your game and remind yourself why you
wanted to do this in the first place.
!! Warnings !!
* If you can do it yourself, do it yourself. There are a number of
unscrupulous predators out there that will offer you PR services,
distribution and financial planning, but odds are good that you
won't need these services until you have established a market.
Carefully weigh any solicitations for help and never pay somebody
to do something until you've tried to do it yourself first.
!! Things You'll Need !!
* Prototype
* Patent
* Sales pitch
!! Related WikiHows !!
* How to Understand Marketing
* How to Achieve Online Marketing Success During the Holidays
* How to Make Adapted Toys
* How to Observe Safe Toys and Gifts Month
* How to Collect Toy Die Cast Vehicles
!! Article Tools !!
* Read on wikiHow
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