Solid Wood Products 2601 



Region Percentage of retail toy sales 



East north central 20.9 



Middle Atlantic 17.3 



South Atlantic 15.4 



Pacific 14.0 



West South Central 9.0 



West North Central 8.2 



New England 5.6 



East South Central 5.5 



Mountain 4.1 



100.0 



TRADE CHANNELS 



The distribution system for toys in the United States emphasizes direct dealing 

 between manufacturers and retailers with minimum use of middlemen. Approxi- 

 mately 52 percent of U.S. manufacturers' sales are made directly to the retailer. 

 Retailers requiring small quantities frequently buy through middlemen. Distri- 

 bution channels are about as follows: 



Route and outlet Proportion of market 



Percent 

 Manufacturer to retailer (usually) 



Discount stores 33.3 



Variety stores 14.7 



Mail order houses 11.1 



Department stores 10. 1 



Manufacturer to wholesale jobber to retailer (usually) 



Specialized toy stores 7.9 



Grocery markets and supermarkets 5.0 



Others 17.9 



100.0 



The principal retail outlets for wooden toys are department stores or toy stores 

 that cater to higher income groups. Other stores, such as variety stores, super- 

 markets, and specialty shops may carry small quantities of lower-priced wooden 

 toys for pre-school children. 



DEMAND STRUCTURE 



Over 90 percent of total world production of wooden toys are destined for 

 children of pre-school age (fig. 22-18 top). The balance consists of puzzles, toys 

 that have more decorative than play value (fig. 22-18 bottom), and games or 

 game pieces that are bought primarily for or by older children and adults. 



Retailers estimate that over 95 percent of the wooden toys for pre-school 

 children are purchased by women either unaccompanied by the child for whom 

 the toy is bought or who are otherwise not influenced by the child's choice. 

 Wooden toys are little advertised and television coverage of them is minimal; 



