It used to be that entertaining Johnny at the shopping center

Tag : children's pajama


It used to be that entertaining Johnny at the shopping center meantpopping some quarters into a rocking horse. No longer. With a savvynew crop of baby boomers hitting the malls, rocking horses justdon't cut it anymore. Today's merchandisers are relying on a hostof child-friendly retailing methods to attract the tots and lure inmom and dad. Nordstrom department stores have set upvideo-screening areas where tykes can view films like "The Wizardof Oz." Sears, Roebuck and Co. has introduced multicolored rubber "play pits" where kids rompwhile their mothers roam the aisles. Retailers such as Macy's areholding special events like pajama-designing contests and spellingbees. Even supermarkets are getting into the act. Hy-Vee Food Stores, a 164-store chain in the Midwest, suppliesmini-shopping carts and hosts everything from visits by the CookieMonster to petting zoos. Says Kathleen Graveline of the directmarketing and promotion firm, The Communique Group: "It makes sensefor retailers to use marketing tactics that drive children, sincemore and more, they influence where mom and dad go to shop."

Big say: From the retailer's point of view, where mom and dad shopcouldn't be more important these days. Store sales this fall havebeen sagging and economists are predicting what could be theindustry's worst Christmas season since 1973. If a recession setsin, the situation for retailers will only become bleaker. In thiscontext, "retailers will have to market more to kids and not less,"says Rena Karl , managing editor of The Marketing to Kids Report. Why? Becausekids not only spend lots of money, they have a big say in howeveryone else does. According to Karl, children between the ages of4 and 12 shell out about $9 billion per year on everything fromBarbie dolls to Nike running shoes. In the same period theyinfluence some $75 billion worth of adult spending.

Of course, adults can't spend anything while they're chasing thelittle ones around the aisles. To that end, retailers are relyingon a grab bag of tricks to keep tykes busy while parents emptytheir wallets. At McKids, a joint venture by Sears and McDonald's,parents shop for toys and children's clothing while youngsters playin the rear of the store. The play area features bleachers, a hugevideo screen, toy kitchenettes, wooden train sets and foam bricks.New Jersey homemaker Fran Martinez, mother of 3-year-old twins, isa frequent visitor. "The kids shoot right for the back of the storewhen they come in here. And that makes it easier for me to shop."