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Intoystores,whatisoldisnewagain.Someofthelatesttoystohitstoreshelvesincludeseveralnam...
In toy stores, what is old is new again.
Some of the latest toys to hit store shelves include several names that were popular in the 1980's. Among them: He-man, My Little Pony, Teenage Mutant Ninja Turtles, and Transformers. Their appearance is surprising in an industry where all but classic toys like Barbie dolls tend to stay in the market for only a few years before they leave kid culture for good.
The return of toys introduced a generation ago, say experts, is largely a generational effect. These toys were among the first to be marketed primarily through TV cartoons. The result: The toys carried with them a much stronger brand identity than toys from previous ages. When those who played with these toys during the 1980s began having children of their own, businessmen realized they could take advantage of parents' emotional ties by bringing the toys back.
"We're starting to see a lot of properties and products coming back now for the kids of Generation X," says Greg Livingston, vice president of Wonder group, a children's product marketing firm. But other industry observers say this return-of-toy trend is more rooted in basic economics. When the economy isn't strong, they say, toy-makers become more careful.
One of the safest marketing techniques is bringing back toys that are proven successes. "If you're in the business of making and selling toys, you're going to go the safest route, which is using proven brands," says Stephanie Oppenheimer, co-founder of the Oppenheimer Toy Co., an independent consumer group that rates toys; Other companies use product ideas that have sold well in other countries, such as Japan. Still, Ms. Oppenheimer also believes that American consumers simply are not
in the mood for new, high-tech toys anymore. "People are interested less in what we wish we had and more in what we already have," says Oppenheimer. "As a country, we're looking for things that remind us of simpler times."
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Some of the latest toys to hit store shelves include several names that were popular in the 1980's. Among them: He-man, My Little Pony, Teenage Mutant Ninja Turtles, and Transformers. Their appearance is surprising in an industry where all but classic toys like Barbie dolls tend to stay in the market for only a few years before they leave kid culture for good.
The return of toys introduced a generation ago, say experts, is largely a generational effect. These toys were among the first to be marketed primarily through TV cartoons. The result: The toys carried with them a much stronger brand identity than toys from previous ages. When those who played with these toys during the 1980s began having children of their own, businessmen realized they could take advantage of parents' emotional ties by bringing the toys back.
"We're starting to see a lot of properties and products coming back now for the kids of Generation X," says Greg Livingston, vice president of Wonder group, a children's product marketing firm. But other industry observers say this return-of-toy trend is more rooted in basic economics. When the economy isn't strong, they say, toy-makers become more careful.
One of the safest marketing techniques is bringing back toys that are proven successes. "If you're in the business of making and selling toys, you're going to go the safest route, which is using proven brands," says Stephanie Oppenheimer, co-founder of the Oppenheimer Toy Co., an independent consumer group that rates toys; Other companies use product ideas that have sold well in other countries, such as Japan. Still, Ms. Oppenheimer also believes that American consumers simply are not
in the mood for new, high-tech toys anymore. "People are interested less in what we wish we had and more in what we already have," says Oppenheimer. "As a country, we're looking for things that remind us of simpler times."
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In toy stores, what is old is new again.
玩具店——复古风来袭
一些最近涌入商店货架的玩具包括了很多上世纪八十年的品牌。其中有：太空超人，我的小马驹，忍者神龟，以及变形金刚。在一个产业中出现如此的现象令人称奇，许多经典的玩具例如芭比娃娃，总有种花几年时间给孩子们留下某种情结之后就匆匆消失的感觉。
专家称，这些玩具的回归再现了上一代，这也是巨大的时代影响。这些玩具都是第一批走出动画片进入市场的。结果就是，这些玩具较先前的玩具有着更加强烈的品牌特征。现在这些曾经把玩他们的八零后们都有了自己的孩子，厂商们纷纷感觉到这是一个能够借助父母情感让这些玩具回归的时刻。
“现在我们看到，许多父母都是70后的孩子们玩过的玩意大批回归。”儿童商品市场公司奇迹集团副总裁Greg Livingston先生表示。但是其他产业观察者则认为，此次玩具复古风更多的扎根在基础经济层面，一旦经济衰弱，玩具生产上就要当心了。
最安全的一种营销策略就是将那些已被证实成功的品牌重新搬回市场。“如果你是玩具制造商或者经销商，你就该走最安全的路子，那就是用曾经火过的品牌。”Oppenheimer玩具厂（也是一个独立的消费者组成的玩具评估团）的合作创立人，Stephanie Oppenheimer女士说。另外一些公司正在运用它们在国外热销产品的理念，例如日本。同时，Oppenheimer女士相信美国的消费者已经不仅仅着眼于更新的，高科技的玩具。“对于已经拥有的东西来讲，人们更想要他们曾经想要但是未能拥有的，”Oppenheimer女士说，“作为一个国家，我们正在寻在那些能让我们重回简单日子的东西。”
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累屎我了。
呃。完全自己翻译，有不当之处请指正。
翻译时间 2011年2月4日21:47:11
玩具店——复古风来袭
一些最近涌入商店货架的玩具包括了很多上世纪八十年的品牌。其中有：太空超人，我的小马驹，忍者神龟，以及变形金刚。在一个产业中出现如此的现象令人称奇，许多经典的玩具例如芭比娃娃，总有种花几年时间给孩子们留下某种情结之后就匆匆消失的感觉。
专家称，这些玩具的回归再现了上一代，这也是巨大的时代影响。这些玩具都是第一批走出动画片进入市场的。结果就是，这些玩具较先前的玩具有着更加强烈的品牌特征。现在这些曾经把玩他们的八零后们都有了自己的孩子，厂商们纷纷感觉到这是一个能够借助父母情感让这些玩具回归的时刻。
“现在我们看到，许多父母都是70后的孩子们玩过的玩意大批回归。”儿童商品市场公司奇迹集团副总裁Greg Livingston先生表示。但是其他产业观察者则认为，此次玩具复古风更多的扎根在基础经济层面，一旦经济衰弱，玩具生产上就要当心了。
最安全的一种营销策略就是将那些已被证实成功的品牌重新搬回市场。“如果你是玩具制造商或者经销商，你就该走最安全的路子，那就是用曾经火过的品牌。”Oppenheimer玩具厂（也是一个独立的消费者组成的玩具评估团）的合作创立人，Stephanie Oppenheimer女士说。另外一些公司正在运用它们在国外热销产品的理念，例如日本。同时，Oppenheimer女士相信美国的消费者已经不仅仅着眼于更新的，高科技的玩具。“对于已经拥有的东西来讲，人们更想要他们曾经想要但是未能拥有的，”Oppenheimer女士说，“作为一个国家，我们正在寻在那些能让我们重回简单日子的东西。”
-------------------------------------
累屎我了。
呃。完全自己翻译，有不当之处请指正。
翻译时间 2011年2月4日21:47:11
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