First 200 words:
"Now that would be a great idea for a new toy!"

Who among us in the world of early childhood education has not had such a thought run through our heads at least once or twice, if not regularly? Toys are the tools of learning in our preschool classrooms or child care centers, and it's only natural that we can envision fresh new ways for toys to solve children's learning challenges . . . or simply to be more fun. With all the creative ideas out there, how is it that a toy actually comes to market? And why do some great toy concepts never make it to the retail shelf?

The highly competitive toy market

Every new toy that comes to market faces intense competition. About 7,000 new toys hit toy store shelves or become available through mail order or online retailers every year (Cardinale, 2003). In 2003, sales of traditional toys amounted to $20.7 billion, down about 3% from the previous year (NPD Funworld, 2004).

Toys come and go. Today's must-have often becomes tomorrow's has-been with breathtaking speed. While we all know (and some may love) classic toys that have been around forever — like Crayola® Crayons, first sold in ...