ToyTime

Sid Phillips: [Reading warning on rocket] "Extremely dangerous. Keep out of reach of children." Cool!
- Toy Story

When children play, they’re engaged in the very serious business of learning – it’s that simple! Every year from October onwards parents and kids are bombarded by TV ads and toy catalogues in the lead up to Christmas. Parents must balance buying what their children have requested, against value for money and play satisfaction, as well as keeping to a budget and hoping the toy will last longer than its packaging!

Dr Kathleen Alfano, Director of the Child Research Department for Fisher Price has had many years of observing children playing with toys as part of the lengthy toy development process. Here she answers AF’s questions on toy hits and misses.

How do you know when a particular toy is a hit with kids in the Playlab? It sounds an obvious question, but is there a reliable checklist of behaviours?
We look for child interest in the toy and ability to use the play features. When we see children eagerly playing with a toy and not wanting to put it down, we know we will have a hit. That's what happened with the Smart Cycle. When the first prototype model was brought into the Play Lab, the children formed a line to play with it and we had to use a timer to make sure each child took turns and had an opportunity to use it. That toy ended up being a run-away success. It's a positive sign is when we see children engaged and having fun with a new toy concept.

By contrast, are there toys that have worked with the children in the Play lab but have not worked out commercially? Why might that be so?
Some toys were successful in our testing with children and parents gave us the "thumbs up" but for various reasons the toys weren't successful in the marketplace. For example, it could have been that other products provided competition for the parent's wallet.

Do children play with toys in the same way wherever they live (ie is play behaviour in Asia the same as compared with Australia?)
I have had the opportunity to observe children playing all over the world, including in Australia, and found that children play in the same way. When they pretend to talk on a toy phone, they usually "talk" to their mummy. They all go through the same developmental milestones and explore toys and play in similar fashion. And because children are familiar with many of the same stories and television characters, there is a unifying element to their play themes. There are some cultural differences, but basically, children have the same play interests and abilities.

Should children choose their own toys?
Parents are the best guide for choosing toys for their children. However, when a child is able to express an interest in a particular toy, parents could take that into advisement. Knowing what toys children want is a good starting point for a shopping list.

I'm the mother of two boys and although I would love them to play with dolls they are just not interested - is there any point at all in buying them toys more strongly associated with girls?
Follow the interest of your children. That is most important. Don't worry about trying to give your boys toys they are not interested in having in their toy box. Boys are often attached to plush toys, such as teddy bears, and usually show nurturing behavior, including snuggling during sleep. Today boys are very interested in kitchen role play, which was traditionally attributed to girls’ play. Boys like to play with a toy kitchen and pretend to cook, probably because there are so many cooking shows featuring male chefs and they see their dads and uncles cooking meals. Children explore their world by trying out roles they see in real life, and toys provide the avenue for that to happen.

What's your view on the value (or not) of electronic games and toys?
We live in a world full of technology in every aspect of our lives, including toys. Electronics add excitement to toys with lights and sounds and fun actions. Many of today's popular toys have electronics and include games and activities that are engaging for children and often include learning curriculum. As with anything, moderation is important. Playing too much with one type of toy to the exclusion of others is not desirable. Provide a variety of toys for quiet time, active time, indoor and outdoor play, solo play and social play, games and puzzles, sports and creative activities, along with electronic toys.

What are the major toy items that have 'kept on keeping on' over generations of kids?
Toys that 'keep on keeping on' over generations are blocks, balls, puzzles, dolls, dolls house, trucks, dress-up props, play kitchens and work benches, for example. And, today, those toys might also include electronics. Such basic toys provide open-ended discovery, exploration, imagination and lots of enjoyment.

Can a child have too many toys?
Children have too many toys if there is no place to keep them anymore. Keeping toys in order and each in its special place is important in order to not be confusing or chaotic for the child. If a toy is not played with for a while, take it away and see if it is missed. Introduce it again, and if it is played with, keep it a little longer. If not missed, give it away. Also, if there is shortage of toy storage space, make an agreement with your child to give away a toy every time a new one is received.