February 4, 2011
Do a quick Internet search for “green” (as in, “ecofriendly”) redemption merchandise.
You likely won’t find a whole lot. In fact, you’re much more inclined to see green
(as in the color) knickknacks, doohickeys, and thingamabobs that inspire guests
to play your games.
“Despite the growth of environmental awareness, we haven’t seen a huge demand for
green items,” notes Mark Hollywood, vice president of product solutions for Redemption
Plus in Lenexa, Kansas. “We have offered eco-friendly products to our customers
in the past, but many are reluctant to incur the additional associated costs. Green
toys or products typically tend to be more expensive in nature and, from what we
have seen, many buyers are still warming to the green concept. We are in a very
price-sensitive industry, so asking them to pay more for the same item is tough
to do. “However, all of our customers are keenly aware of the improved safety standards
and regulations that were implemented via the CPSIA (Consumer Products Safety Improvement
Act of 2008) in late 2008.”
Redemption expert Karyn Gitler doesn’t see family entertainment centers (FECs) heading
toward green merchandise, either. She, too, blames the economy and the extra expense
as well as limited choices.
“The issue becomes in order to go green you have to be willing to put the money
there,” says Gitler, owner of Kreative sourcinG in Buffalo Grove, Illinois. “The
majority of our business is under the $2 level. There are not many green things
you can do for that.”
Green Options Exist
Yet not all is lost if you work at an FEC wanting to move toward at least some green
redemption items for your guests. You just may have to dig around a little bit.
More retailers are beginning to introduce eco-friendly toys made from recycled products
or organic components, Hollywood says. Some manufacturers also give particular consideration
to reduced packaging. In addition, 2010’s International Toy Fair in New York marked
the debut of a green pavilion, featuring environmentally conscious toys, dolls,
games, and activities for kids of all ages, he says.
News like this makes Jennifer Crawford happy. She plans to open Gaia’s World Fun
Center, an eco-friendly FEC, later this year in the Seattle, Washington, area (for
more on her facility, turn to p. 50). Green redemption will be a main component
there. The items she plans to stock include:
- Plush where the outer fabric and stuffing are polyester fiber made from 100 percent
recycled plastic PET bottles. (available on Stuffedanimals.com)
- Soy crayons and coloring books printed with “Ecosmart” inks on paper containing
20 percent post-consumer recycled content. (available on Recycledpromos.com)
- Biodegradable flyers. (available on Recycledpromos.com)
Recycledpromos.com features
several other eco-friendly items that could find a home on your redemption shelves,
such as: piggy banks made from recycled phone books; balloons made from biodegradable
latex; and environment themed stickers made from 100 percent post-consumer waste.
And of course, candy is dandy, but organic snacks can still satisfy. Numerous websites
offer healthier alternatives for kids with treats like granola bars, fruit bites,
and veggie chips.
Encouraging Future
In the years to come, Hollywood expects green toys to become more prevalent because
costs to produce them will drop and overall awareness will increase.
“Going green is becoming more and more popular in all walks of life. It’s a natural
progression that toys and other products will begin to embrace this philosophy,”
he concludes. “As we find more efficient and effective ways to recycle materials
and use eco-friendly products in mass production, it will become the norm as opposed
to the exception. Recent improvements in toy safety standards have helped accelerate
this progress.
“Kids will always enjoy toys, so as long as the play value exists, a child may not
differentiate between a conventional or green toy,” he continues. “However, it’s
nice to know that we can reduce the carbon footprint for future generations.”
Christine Buhr, co-owner of Shakers Fun Centre in Calgary, Canada, has placed a
few items with sustainable materials on her wall, but she admits a higher ticket
value as well as a more mellow presentation may mute interest for now.
“Our main client base is younger individuals, and they are still grasping the concept
of renewable and sustainable products,” she says. “I think that over the next few
years as this category of items grows and we have more exciting eye-catching items—hopefully
at a lower cost—they will naturally start to move better.”
Contact Contributing Editor Mike Bederka at mbederka@IAAPA.org.
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