
A recent study by UBS and ARG found that one third of the American
parents surveyed said it was hard to find toys and gifts because
nothing was new.
Nothing new?
What they're actually saying is that there's no mad rush for the "it" gift, the safe, coveted gift that demonstrates the giver was able to
finagle a favor or brave a crush of shoppers. The notion of the one,
the it, the winner, the safe choice--this is about buying without
taking responsibility.
Clearly, there are as many new and wonderful things this season as
there are each year, all that's missing is an anointed toy of the
year. The masses want to buy what the masses have chosen as the
winner, because then the purchase isn't their fault.
And that's what happens every day in just about every market, business
or consumer. A few people want to take responsibility, go first, lead
the way, be choosy, inquire, find the remarkable, the magical and own
the outcome. But most? They just don't want it to be their fault.
The lack of a clear winner in the toy industry is a symptom of a move
to weird (without mass TV, etc., selecting the one clear winner gets
more difficult). There's still a crowd, still groups looking for the
safe choice, but the trend to weird has dispersed them into smaller
pockets.
Unfair or not, one Catch-22 truism remains: popular is often a
prerequisite for being popular.
Tell us what's on your Christmas list