Talk to any retailer, any manufacturer—or kid for that matter—and you’ll hear versions of one thing: it all comes down to the individual product. While it’s important to understand the supercategories covered in the previous chapter in order to have a grasp of the industry overall, it’s also obvious that there are many variations between products within a category. Just take vehicles, for instance. The category encompasses items that cost less than a dollar and several hundreds, though the current trend is away from high-priced items, as noted previously, and more toward a top price of $70–$80, down from $300 or more in the early 2000s. Yet what all successful toys have in common is that they deliver fun, and they ...
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