I would be lying if I said I didn't want to be almost everything in Toys R Us, but I can say with confidence that I didn't buy a single thing. I can also say with confidence that the second half of the above sentence makes me sad.
What most excited me, and what likely most excites kids, was the sheer number of licensed products permeating the store. If you have heard of a kids media franchise, odds are there is not only a section of the store set aside for it, but there is probably a giant sized structure indicating it's location. Don't believe me? Ask the giant Spiderman, Star Wars Characters, Dinosaur, Barbie House, Wonka sign, or Minions (of Despicable Me fame) if they agree. This kind of marketing synergy between the franchises and the toys makes it irresistible to kids (and me). Did you guys see the stuffed Rocket Raccoon from Guardians of the Galaxy? I repeat: IRRESISTIBLE.
This idea of over licensing leads me to another interesting idea with regards to the layout of the store. I didn't particularly find that the store was so organized by gender as much as it was by section. These sections were defined by both licensing (like the super hero section or the lego section) and types of toys found therein (like the young kids section and the video games section). Most interestingly, there was an entire section dedicated to Imaginarium, the very thing used as the antithesis of Toys R Us in Seiter's article. It would seem that, at least for this Toys R Us, which may not be indicative of Toys R Us in general, the organization of the store is based around creating atmospheres in which you would buy particular products. If you want super hero things, you are more likely to buy them in a place where there are life sized superheroes dangling above your head and products everywhere, while if you are looking for stimulating toys for your toddler, a section like Imaginarium might be more apropos.
I was surprised with the amount of licensed toys in Toys R Us. I was expected there to be specific toys that only Toys R Us produces, which would make the toys in there more desirable since they would be harder to find anywhere else. Then again, I haven't stepped into one in over 12 years, so I was SORELY mistaken.
ReplyDeleteMaybe what makes it so easy for Toys R Us and the consumer is that licensed products are easier to sell/buy because they are more recognizable than original toys (ex. Marvel and Barbie).These licensed toys have been advertised way before people entered the store, so there isn't much introduction needed but "WHOA. THEY HAVE NINJA TURTLE MASKS HERE!!!"
Toys R Us profits by recognition of licensed toys.
I'm not gonna lie I saw a few toys I wanted to purchase too. I have always been a fan of toys and now the toys that they have out are so detailed and beautiful I can see why kids have a hard time choosing anything. I know I talk a lot about the teenage mutant ninja turtles but they had the movie turtles and they looked exactly like the movie version that if someone put it on a poster with a background I wouldn't know the difference. The attention to detail is so intriguing to me especially being that these action figures are mass produced.I love that the sections were broken up by it's specific licensing because you can just look above and see the humongous hanging spiderman and know that is where I wanted to go instead of reading the sign or walking aisle by aisle. If you go back Joseph grab me the Michelangelo movie figure, if I tell my wife it was a gift she can't get mad right? 😁
ReplyDeleteI'm not such a fan of the new movie designs of the Ninja Turtles, but I'll see what I can do. But yes, I think that the licensing of toys makes kids not only more excited to buy the toys, but keeps the film or license in kids minds for significantly longer. If I have TMNT toy, I'm more likely to be thinking about TMNT at a given moment than without one and are more likely to talk about it with friends. Its like we are paying to be walking advertisements.
ReplyDeleteThat's such a fantastic point "we are paying to be walking advertisements." Going with what Marcus said, we have a nostalgic attachment to these toys and as loyal fans, we want to continue to live in the character's world by buying more movies, more toys, etc. We wear and play with merchandise that shows our allegiance to our fandoms, which gets onlookers curious to what we're wearing or playing with. That, in turn, has them look into the fandom which has them become invested into the fandom. This makes them want to buy more. Thus, the cycle continues.
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