Rules to Play By

Along those lines, remember too that messaging space on toys is important, especially on adult toys. Lederer stressed the value of choosing toys that can display a message clearly and attractively.

A Sales Angle
A good way to approach selling toys is to think of them not just as playthings, but as tools to move a client toward a specific goal. Need to get an educational message to children? Try coloring books. Need to get employees thinking about creativity? Try something like silly putty or a puzzle. Toys can even be used to provide comfort for children in stressful situations. Dominic S. Spinelli, vice president of sales for Better Life Industries LLC, New Britain, Conn., explained that the company's coloring books are sometimes used at hospitals. LaFichi stated that Zenith has occasionally sold toys to funeral homes.

Markets to Consider
Like any other promotional product, toys and games can be sold to any buyer provided they have a want or need. There are some markets, however, that tend to have greater demand for toys than others. It may be because, like restaurants, they deal with children in high volumes, or like fire departments, they have educational messages that constantly need to be expressed, understood and absorbed.

LaFichi mentioned schools, the health care industry and restaurants as big buyers of Zenith's products. Spinelli pointed to police and fire departments, as well as insurance companies since they are interested in promoting various safety causes for obvious reasons. For Prime Line's desk toys, Lederer suggested buyers in the education, engineering, and architecture and other design fields. He explained that the company's desk toys connect easily to themes of problem-solving, creativity and storytelling.