Battle of the Playground

When I was at school, the new term signalled a brand new pencil case jam packed with WH Smiths’ finest. Highlighters, protractors, Parker pens – you name it, we bought it simply because shiny new stationery was the ticket to playground cool.

Fast forward twenty years however, and pens have firmly been knocked off their throne. For school children of today the reigning King of Cool are collectable toy figures. Known to any 7 or 8 year-old as “figs”, interchangeable plastic figures, sold in a series and packaged in mystery bags are the only way to earn your kudos on the playground. The aim is to swap with your friends to collect each figure in the series then mix and match to your heart’s content. So not too dissimilar to pogs, tazos or football stickers that have entertained previous generations of young collectors.

The only difference with this incarnation is that these pocket playthings are keeping the toy industry afloat. Despite the overall toy market being stagnant, sales of the £1 to £2 toys have increased by 12 per cent and this price range is now the fastest growing area of the toy market, accounting for £2 in every £10 spent on toys in Britain.

So what’s the secret to their success?

First and foremost it’s the price: £2 is the magic number that brings children into shops. They can treat themselves with their pocket money and still have enough left over for sweets, or even save up for a bigger splurge.

Secondly, it the freedom to make something nonsensical and downright ridiculous, just because you can. I can testify to this firsthand as we’ve recently helped client Playmobil successfully launch their Fi?ures range. Although I’m yet to create each of the 144 different possible combinations, I’m having a good time trying.

Thirdly, it’s the element of surprise. In what other life situation would you go into a shop and buy a product you can’t see, with no guarantee it’s the one you want? Madness.

In light of “figs” is hard to understand what we ever saw in a pencil case full of stationery.