Wide-ranging technological changes have also forced toy manufacturers to consider new modes of selling toys, methods never before seen in the American marketplace. Today's youth are turning away from television, investing time in new and unique activities, such as video and computer games and, most recently, the Internet. Thus marketers must determine innovative ways of delivering their message and capturing the attention of today's young buyers. Direct mail, educational and community programs and manufacturers' websites are but some of the many methods toy companies are currently utilizing to reach their target audiences. How Toys are Sold to the Public Selling toys in today's market requires creativity and innovation, given the array of retail options from which manufacturers must choose.
Most toy manufacturers continue to sell their products directly to retailers.
The retailers of the future are developing ways to incorporate many of these shopping options in their store concepts. E-commerce, or retailing on the Internet, has become a new venue for the toy industry. Regardless of where consumers are shopping for toys, their purchases are planned. According to the International Licensing Industry Merchandisers' Association, licensing is the business of leasing the right to use a legally protected name, graphic, logo, saying or likeness, in conjunction with a product, promotion or service. Ever since, characters and symbols from blockbuster films, popular television series and specials, book characters, cartoons, comic books, and the like, have contributed to the massive development of toys.