Squeeze Your Way to Success 9 tips on selling stress reducers

By Frannie Bower

Safety First

The Consumer Product Safety Improvement Act (CPSIA) is a series of rules and regulations passed in 2008 intended to increase consumer safety, especially as related to children’s products, according to the website for the Consumer Product Safety Commission (CPSC). In dealing with desk toys, it is important to know how CPSIA requirements impact your product line and what precautions or tests you should take, even if your stress reducer or desk novelty is not meant for use by children. We asked Ariel Premium Supply, Prime Line and AAkron Line how the CPSIA has affected their products, and this is what they said.

“Ariel has a history of high product safety standards and uses an independent CPSIA-accredited lab for testing. Likewise, Ariel is committed to product safety test transparency, linking safety test results to every item on our website. In addition to online tools, Ariel’s customer service and sales staff have all completed extensive in-house training to effectively respond to safety and CPSIA inquiries and to identify an opportunity when additional information will benefit the distributor.”

- Amy Kitzman, marketing administrator, Ariel Premium Supply

“Prime’s stress relievers are general-use items for business-to-business use and are not marketed as toys or for children. As such, CPSC senior staff have told us and other stress reliever marketers that the products are not considered toys and do not require toy testing.”

- Rick Brenner, CEO, Prime Line

“Every product in our catalog has a General Conformity Certificate … Every child’s toy we carry has had third-party testing by a CPSC-certified laboratory to determine lead and phthalate content as well as lead in surface coating. In addition, all inks have been third-party tested by a CPSC-certified lab for lead in surface coatings … It is our responsibility to provide safe and compliant products and we take that responsibility very seriously.”

-AAkron Line’s website

There are reasons stress reducers have stuck around for so long (besides the fact that stress seems to be the one constant in our ever-changing world). Here are nine reasons to convert stress reducers from handfuls of polyurethane foam to squishy moneymakers.

1. They Work Anywhere and Everywhere

"All markets utilize stress relievers," said Erin Rouse, director of marketing for AAkron Line, Akron, Ohio. She listed the financial, education, legal and food/beverage industries as examples.

2. They're Timeless

Stress reducers' ability to fit into any type of promotion—either as a giveaway, a coupon or an advertising strategy—has helped these products pass the test of time. "Stress relievers have been an industry stronghold for the past 20 years," St. Louis-based Ariel Premium Supply's marketing administrator Amy Kitzman said.

3. They're Built for New Business

Unlike some other advertising techniques, such as TV or radio ads, stress reducers don't have to break the bank, making them a smart choice for new or small businesses. "Due to their unique qualities, stress relievers are great for a first-time promo buyer or a new business owner," Kitzman said.

4. They Aren't All Stress Balls

Stress reducers can be useful when put to their intended use as receptacles for the smoldering rage that often accompanies workplace frustrations, but don't be afraid to think outside of the proverbial polyurethane box and go with non-squishy toys.

"The most popular stress relievers are multi-function ones," said David Fiderer, director of marketing for Prime Line, Bridgeport, Conn. "The Rubik's Cube is extremely popular because it is a well-known cultural icon, has multiple sides for messaging, is colorful and fun to play with," he added.

5. They Come in Every Shape

Stress reducers are not merely foam balls with single imprints. They can come in any possible shape your clients want. When recommending one to a client, Kitzman suggested industry-specific shapes. "End-users love them because they immediately connect with the suggested promo," she said.

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