Latest learning toys vie for limited space
Author: DSN Retailing Today

Educational toys should generate solid sales during the holidays, but it remains to be seen whether the closing of the two largest learning toy retailers will have a big impact on the sector.

Industry leaders, such as Fisher-Price, LeapFrog and fast-growing Publications International, all have a new slate of products rolling out this month for the holiday shopping season, which should be as good or better than last year.

"There's going to be more competition than ever," said industry analyst Chris Byrne. "But sales should be fairly stable compared to last year."

Publications International had great success in 2003 with its Story Reader interactive books and it's following up with the debut of its ActivePoint stylus-driven book. The portable system debuted for $16.99 with a lineup that includes "Elmo Loves Words," "Barney's Counting Party" and "Scooby Doo! Fishy Phonics Mystery."

"Wal-Mart took the first delivery, and it was exclusive there for a few weeks," said Kerry Cunnion, evp for Publications International. "It's sort of a stand-alone version of the Story Reader, and at $16, it's a great value."

Scholastic Entertainment is teaming up with Fisher-Price for "The Story of Clifford" on its Power Touch Learning Systems. The toy targets children aged 3 to 6 who have a basic understanding of letters and words.