selling toys is not child's play
As first published on The Columbia Journalist (columbiajournalist.org) on February 24, 2014
Sally Copus at the 'Lil Fairy Door booth at the American International Toy Fair. Photograph: Asha Mahadevan
The American International Toy Fair may be celebrating its 111th year, but there’s a first time for everyone. With more than 1,150 vendors vying for the attention of toy stores, hobby shops, amusement parks and other buyers, two new exhibitors tried to make their products stand out in the crowded field at the Jacob K. Javits Convention Center this week.
Andrew and Sally Copus have traveled from Australia hoping for big sales of ’Lil Fairy Door, a product designed to motivate good behavior in children. The concept: A small plastic door hung on a wall allows “fairies” to come and go. Children who keep promises to behave well are rewarded with notes from the fairies, also known as parents.
The business idea was hatched when the Copus’ daughter Charlotte was three years old. “She loved fairies,” said Sally, a former graphic designer. “I was planning a fairy-themed party for her when I came up with the concept.”
The goal of the ’Lil Fairy Door, Sally said, is to develop imagination. “I grew up in an artistic home, played outside a lot,” she said. “There are so many things these days, with kids watching television, playing on iPods, they are losing their whole imagination. I wanted to keep my children innocent and young and believing in that magic.”
Converting that goal into a business was a risk, but “it has been worth it,” Sally said, adding that she regularly hears from parents whose children have been inspired by the fairy idea to sleep through the night, eat their vegetables or clean up their room.
The ‘Lil Fairy Door, which has been available in Australia for three years, is launching in the U.S. with a retail price of $36.
The Copuses are optimistic about potential sales. “We have already distributed 700 brochures and have received strong interest from some big stores,” said Sally.
Big stores have also expressed interest in the all-terrain vehicles on display in the booth directly behind where the ‘Lil Fairy Doors are on display. In that booth, toy show newcomers Edward and Sarah Aguirre, sales representatives for the California-based Go-Bowen, have been busy promoting ATVs for children ages 8 and up. The electric vehicles will launch in the fall at a retail price of $500 and can run up to 15 miles per hour, said Sarah Aguirre. Other ATVs on the market run up to 8 miles per hour, she said.
The ATVs, manufactured in China and distributed by Go-Bowen, come with various safety features, including a parental lock on the speed limit. Each model weighs 120 pounds and is built to carry up to 150 pounds.
That hasn’t stopped Edward Aguirre from taking an occasional spin. “And I am a 350 pound man,” he said. “I once raced my wife from work to home.” He won – and had a great time. “It is an open vehicle,” he said. “The wind is in your face, people wave at you, it is fun.”
So is the toy fair. “We can see what other people are developing,” he said. “The toy industry is a very competitive market.”
The ATVs have received interest from stores like Costco, Walmart and Sears expressing interest, said Edward. “We want to hit the mass market, so that this toy is in every home in the country, every home in the world.”
Sally Copus is certainly intrigued by the idea of owning an ATV. “We absolutely love it,” she said. “That is the sort of thing we would like our kids to do because it is outside, it is active and it’s racing around. That sort of stuff is really important.”
Meanwhile, her ’Lil Fairy Door has caught the interest of the Aguirres. “It is great to stimulate imagination in children, especially when they are young,” Edward said. “That is what will make the world a better place.”
Andrew and Sally Copus have traveled from Australia hoping for big sales of ’Lil Fairy Door, a product designed to motivate good behavior in children. The concept: A small plastic door hung on a wall allows “fairies” to come and go. Children who keep promises to behave well are rewarded with notes from the fairies, also known as parents.
The business idea was hatched when the Copus’ daughter Charlotte was three years old. “She loved fairies,” said Sally, a former graphic designer. “I was planning a fairy-themed party for her when I came up with the concept.”
The goal of the ’Lil Fairy Door, Sally said, is to develop imagination. “I grew up in an artistic home, played outside a lot,” she said. “There are so many things these days, with kids watching television, playing on iPods, they are losing their whole imagination. I wanted to keep my children innocent and young and believing in that magic.”
Converting that goal into a business was a risk, but “it has been worth it,” Sally said, adding that she regularly hears from parents whose children have been inspired by the fairy idea to sleep through the night, eat their vegetables or clean up their room.
The ‘Lil Fairy Door, which has been available in Australia for three years, is launching in the U.S. with a retail price of $36.
The Copuses are optimistic about potential sales. “We have already distributed 700 brochures and have received strong interest from some big stores,” said Sally.
Big stores have also expressed interest in the all-terrain vehicles on display in the booth directly behind where the ‘Lil Fairy Doors are on display. In that booth, toy show newcomers Edward and Sarah Aguirre, sales representatives for the California-based Go-Bowen, have been busy promoting ATVs for children ages 8 and up. The electric vehicles will launch in the fall at a retail price of $500 and can run up to 15 miles per hour, said Sarah Aguirre. Other ATVs on the market run up to 8 miles per hour, she said.
The ATVs, manufactured in China and distributed by Go-Bowen, come with various safety features, including a parental lock on the speed limit. Each model weighs 120 pounds and is built to carry up to 150 pounds.
That hasn’t stopped Edward Aguirre from taking an occasional spin. “And I am a 350 pound man,” he said. “I once raced my wife from work to home.” He won – and had a great time. “It is an open vehicle,” he said. “The wind is in your face, people wave at you, it is fun.”
So is the toy fair. “We can see what other people are developing,” he said. “The toy industry is a very competitive market.”
The ATVs have received interest from stores like Costco, Walmart and Sears expressing interest, said Edward. “We want to hit the mass market, so that this toy is in every home in the country, every home in the world.”
Sally Copus is certainly intrigued by the idea of owning an ATV. “We absolutely love it,” she said. “That is the sort of thing we would like our kids to do because it is outside, it is active and it’s racing around. That sort of stuff is really important.”
Meanwhile, her ’Lil Fairy Door has caught the interest of the Aguirres. “It is great to stimulate imagination in children, especially when they are young,” Edward said. “That is what will make the world a better place.”