Toy Story
Retro toys make comeback

By Julie Ann Matonis
Staff Reporter

Katie Rainey and her brother threw the critter around the room when they were children. They rolled it into a ball and used its long white tail as a slingshot.

It was not their pet cat or dog they were tossing. It was not even a real animal, just a furry stuffed creature called a Popple.

A trend in pop culture is the revival of past favorites. Popples, popular in the late ‘80s, are one of many classic toys attempting a comeback this year.

Toy makers are gathering for the International Toy Festival in New York City this week. More than 1,750 exhibitors are expected to introduce toys that will be on shelves this coming winter. Many of the toys will be familiar from the ‘60s, ‘70s, and ‘80s.

According to the Associated Press, toy manufacturers are resurrecting some old favorites in an attempt to boost sluggish sales. Hasbro Inc., is updating one of its bestsellers, G.I. Joe, giving the action figure more gadgets. Toy Max Inc. is bringing back the Popple, and Mattel Inc. is introducing a new Tickle Me Elmo with more tickle spots on its furry red body.

Toys are not just child’s play anymore. Toy Manufacturers of America estimates that $350 is spent a year for each child on toys.

Sales are slowing down compared to previous years, and this past year there was no dominant toy. There was no Tickle Me Elmo or Furby rapidly flying off the shelves. In an attempt to lure back consumers, older toys are coming back in.

Diana Haytko, an assistant professor of marketing, said that despite a proven track record, success is not always guaranteed with old products.

“While sales were proven in the past, the rapidly changing environment and, more importantly, the target market, make any product launch difficult,” Haytko said.

George Low, an associate professor of marketing, said costs are lower when reintroducing old products because a brand name has been established.

“Development costs are low, so marketing expenses do not have to be as high as completely new toys with new brand names,” Low said.

Haytko said the popularity of old toys does not hinder the development of innovative products.

“Only certain toys will be successful, and many of the old toys now being re-released are purchased by parents for nostalgic reasons and not really used by the children they are purchased for,” Haytko said. “Innovative products will always be developed.”

Kenny Oubre, a senior economics major, said he didn’t realize G.I. Joe had ever gone away. He said he remembers when a corner of his room was devoted to the action figures.

“Every kid needs a G.I. Joe, male or female,” Oubre said. “New toys don’t hold a kid’s attention as well.”

Low said technology-based toys are popular today, but parents often look for more traditional toys for their children.

“There is a segment of the toy-buying public that is not convinced that computer games are the best play experience for their children,” Low said. “They are looking to old, classic toys that they remember.”

Rainey said her Popple was not her favorite toy as a child and she cannot understand why it’s making a comeback.

“I think it is cool to bring back something from our childhood, but I don’t see why a Popple,” Rainey said. “It was a weird toy.”

Julie Ann Matonis
j.a.matonis@student.tcu.edu