Toyland, Boyland: Modern Dads Are Influencing Modern ToysSerge Bielanko
The whole ‘Renaissance of the Modern Father’ thing continues as we head into Christmas 2012.
An article in the New York Times today reveals that dads today are presenting a whole new heavy influence on both toy manufacturers and retail outlets. Once the stomping ground of moms with hardly passing glance from dad, toy stores are seeing way more fathers shopping than ever before.
And that is having some radical effects on toyland.
The article quotes the latest US Census in stating that,” One-fifth of fathers with preschool-age children and working wives said they were the primary caretaker in 2010″ and that men are more and more involved in the overall purchase decision-making in families.
The early results?
Check this out.
Mattel , the maker of the legendary line of Barbie dolls, has introduced a line of ‘construction’ themed Barbies and sets, says the Times, the idea being that “Fathers are doing more of the family shopping just as girls are being encouraged more than ever by hyper-vigilant parents to play with toys (as boys already do) that develop math and science skills early on.”
As the piece points out, this development in the world of playthings will likely only be the tip of the massive consumer iceberg. As more and more fathers become further involved both in everyday parenting and financial decisions in the home, we can almost certainly expect manufacturers and retailers to continue to shift much of their selling focus toward the male perspective.
It’s certainly intriguing to wonder just how these sorts of changes will take place, too, isn’t it?
Look for changing stations in a lot more Men’s Rooms near you soon
And while you’re at it: how about some AC/DC or some Ozzy instead of all that crappy muzak being piped in while we’re shopping, eh?
Now, we’re talking.
Info source: The New York Times
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