Kids might not remember what they had for lunch today, but give them a toy that connects to a visit they had to a museum or attraction and they will form a lasting bond. While children may not always be the ones spending the big bucks at the gift shop, they certainly wield a lot of influence with their parents or other caregivers who are accompanying them on their trip. Smart attraction gift shops are factoring their youngest visitors into their product selections for this reason.
The gift shop at the Children’s Museum of Pittsburgh carries a variety of products related to exhibits that kids can take home. For instance, Retail Manager Matthew Simmonds says kids who appreciate the museum’s Art Studio creative space may enjoy some of the popular art supplies in the gift shop from vendors such as Ooly.
He adds, “I try to carry items similar to what we have in the Art Studio so the kids can bring the museum home with them.”
Toys with a tie
While there are a lot of popular toys out there, destination retailers have to be selective when deciding what toys to carry in their shops. These products must tie back to the attraction.
These plush plane toys are sure to remind people of their visit to the Wings Over the Rockies Air & Space Museum, which aims to inspire people about aviation.
Photo: Lacey Vandermeer
Denver’s Wings Over the Rockies Air & Space Museum attracts many families with kids wanting to view iconic aircraft, so toys are a big seller for the museum store, which is a member of the Museum Store Association. Museum Store Buyer Jeff Fields says he always makes sure the toys he carries reinforce the museum’s mission, which is to educate, inspire and excite people about aviation and space endeavors of the past, present and future.
He shares, “If I go back to the mission of the museum, I personally think the toys we have inspire creativity, imagination and learning play all in one.”
Kids of all ages love the museum shop’s assortment of Hot Wings from Just Think Toys. These collectible toy planes come with connectible runway pieces and hangar accessories, along with collector cards with specifications about the planes.
“This has been one of our hottest sellers for years, and that’s across all ages from older kids and younger kids alike, even some adults who like it,” says Fields.
Visitors also love a pilot-plush pig named Lowry and the companion book called Maybe by Compendium. Fields adds, “The little pig is very cool! He’s been a bestseller forever.”
Simmonds agrees that it’s important to carry toys that have a direct connection to the museum.
“It’s always important for merchandise to connect to your experience of the museum or attraction,” says Simmonds. “Instead of buying just random popular fidget toys, I’ll buy stuff that reminds people of coming to the museum.”
At Dig This in Las Vegas, a heavy equipment playground that invites guests to operate real heavy equipment, construction-themed toys are always popular with the kids. They remind them of the excavator they got to ride on their visit. CAT-branded puzzles by MasterPieces and toy hard hats are some popular toys at the gift shop, Business Manager Michelle Wyman, shares.
“What works for us won’t work for everyone,” admits Wyman. “We’re heavy-equipment themed and find merchandise tied to that.”
Goodies and oldies
Parents want their kids to take home products from reputable companies, so offering some tried-and-true toy brands is also a good idea. For instance, Wyman says parents love the assortment of Melissa & Doug toys at the Dig This gift shop.
“Everybody knows the name,” she says. “They’re durable and educational. For example, we have a shape-sorting dump truck from them, so it has a construction theme and goes with our business concept.”
Simmonds says Fat Brain Toys’ Dimpl line has been very popular at the Children’s Museum of Pittsburgh, as well as Maple Landmark’s magnetic letter trains.
Nostalgic toys have also been having a moment for many destination retailers lately. Simmonds says Gigapets have been a big hit in the past year, reminding people of the Tamagotchi fad in the ’90s.
“With how well Gigapets are doing by playing on nostalgia, I’m also bringing in Beanie Babies this year,” he shares. “With plush being a big category for us, I feel it will do well.”
Durable and sustainable
Durability and sustainability are also important factors to customers today. People want toys that won’t break on the car or plane ride home, and bonus points if the toys are sustainably made.
“Cubika is a new line I brought in this year,” shares Simmonds. “It’s based out of Ukraine, and all their products are fully made out of wood.”
He notes that Cubika has a wooden xylophone as well as some building block toys and wooden cars that have been popular with the kids.
With its ties to Fred Rogers Productions, the Children’s Museum of Pittsburgh carries some Daniel Tiger and Mr. Rogers merch as well as toys and crafts related to exhibits.
Fields says he is always trying to find eco-friendly options. “It’s important to me and our visitors that we are making an effort to reduce the store’s carbon footprint.”
The museum store offers sustainable wooden rockets and astronauts from Tender Leaf Toys. He says Green Toys is another popular brand that offers toys made of recycled plastics.
“They’ve got cool plane toys, some can go in the bathtub,” Fields says. “It’s a wonderful collection of different airplanes, space rockets and more.”
Outside the toy box
In addition to trending toys, destination retailers shouldn’t be afraid to try to carry some unique toys that will stand out.
Crocheted traffic cone plushies may not be trending everywhere, but they have been a hit for the Dig This gift shop lately.
“We found a local vendor that crochets little traffic cones,” says Wyman. “They have sold really well. I found them at a craft fair, and they did surprisingly well when it came to the way they were received by the guests.”
Wyman says she would have never guessed those plush would be such a hit, but their popularity has served as a good lesson for her to take some risks and try something different.
“I never thought going to a craft show I would find something that would sell well in our retail store, but I did,” she says. “Don’t be afraid to think outside the box.”
