The FINANCIAL — “According to a recent survey, children between the ages of 3-4 are gradually stopping to play with toys and are switching to computer games instead,” says Professor Inga Mamuchishvili, Director of Paediatric Clinic Brother Zubalashvilebi.
With cutting edge computer development it is no surprise that children are moving from playing with toys to playing with computers.
Toy stores are also switching from the brick and mortar business to click and portal, preparing web-pages and attracting customers online. Toy stores Chita and Babilina have already created their own home pages each offering children’s games and different entertainment services.
“The computer has already attracted the vast majority of children to its screen, as a result we created our own web page. During its first month roughly 10,000 people visited the site every day. The web page offers competitions, puzzles and games that are quite popular among youngsters,” says Khatuna Chkhikvadze, Purchasing Manager of Chita.
“Super does not offer computer games for sale in Georgia, due to this fact it is hard to say to what extent computer games rival toys. However I still think that more children are preferring to play computer games nowadays,” says Natia Japaridze, Purchasing Manager of Super stores.
“We do not see any threat from video games and actually don’t think that online games can be considered credible rivals to the toy industry,” says Tamuna Muzashvili, Manager of Cerodena shop.
Toy store managers have another vision about the buying habits of their young customers.
Most people actually consider 12-14 the age when children stop playing with toys. However Mamuchisvili said that the age has decreased and children as young as 4 are starting to play with computers more than toys.
Muzashvili says that it is quite difficult to define when exactly children stop playing with toys, as it depends on the individual case, however she thinks that the average is around 10.
“Most toy sales are oriented at children up to the age of 14. However some collectable toy cars, puzzles and construction sets that our store offers are even quite popular with adults,” says Galina Mgaloblishvili, Manager of Babilina store.
Following the trend that daily more and more children are getting attracted to the computer might actually lead to several health problems.
Mamuchishvili says that children who play computer games most of the time have problems with sleep and are actually prone to being more aggressive as a result.
“It is necessary for children sitting at computers for more than one hour to take regular breaks. Otherwise they are at risk of four specific diseases concerning children’s health.
These diseases are eyesight syndrome, leading to a worsening of vision, vegetal-nervousness, allergic diseases from eradiation, and chronic fatigue syndrome,” says Mamuchishvili.
The managers of toy stores told The FINANCIAL that most of their sales are governed by the popularity of certain well-known cartoon characters.
Transformers and Bratz toys are the best selling in Georgia, claimed the managers of toy shops Chita, Babilina, and Super.
“The best sold products are characters from Jetix cartoons, heroes such as Transformers, Spider Man and Iron Man, with girls – Little Pony and various different dolls are popular,” says Japaridze, Super.
“Modern cartoon characters are in high demand, toys such as Transformers, Naruto, and Spider Man. With girls the previously best selling Barbie has been overtaken by Bratz dolls. Girls usually prefer multi-functional dolls, those that cry, laugh, even need nappies to be changed,” says Chkhikvadze, Chita.
“Except for Transformers and Bratz toys, intellectual board games such as Monopoly and Manager are very popular,” says Mgaloblishvili, Babilina.
The Transformers toy-line is divided in to two groups: the heroic Autobots and their opponents, the evil Decepticons.
Barbie’s gross sales and net profits fell sharply since Bratz penetrated the market, with their large heads, skinny bodies, and almond-shaped eyes that got attention throughout the world and in Georgia are making profits of about 500 million USD a year for its manufacturer MGA Entertainment.
Toy stores in Georgia reported a decrease in sales in the year 2009 due to the economic crisis.
Chkhikvadze says that their sales fell dramatically, however, at present there have been some signs of recovery in the sales of toys. Japaridze and Mgaloblishvili also confirmed a decrease in sales.
The most demanded price range category for toys is from 0.5 Gel to 50 GEL.
“We offer toys from 0.5 GEL, and at present the best selling price range is between 0.5-50 GEL,” says Mgaloblishvili.
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