Much of the merchandise being given a high profile at retail this holiday season is connected to the Maker movement, loosely defined as a community of do-it-yourselfers of all ages, from artists and crafters to tech-driven inventors, engineers, and programmers. Maker-associated product categories currently being featured in stores of all types include:
- Maker-labeled goods. Barnes & Noble (which holds mini Maker Faires in its stores) is among the retail locations highlighting products that overtly target Makers by using that word in their product descriptions or brand names. Tables near the front entrance feature Maker-identified kits, tools, tech toys, books, and Make: magazine.
- Technology gifts. Urban Outfitters is displaying a line of retro-styled Fujifilm Instax instant cameras, while Toys ‘R’ Us and Best Buy are among the retailers highlighting drones. Both products are often used for creative endeavors, especially by tech-savvy consumers. Some Barnes & Noble and Macy’s stores are offering 3D printers from XYZ and 3D Systems, respectively, with Macy’s also presenting a printer in operation, along with an extensive range of 3D-printed phone accessories and jewelry.
- Science and craft/activity kits. Distribution of these categories is expanding well beyond toy and craft stores. Nordstrom’s gift and toy tables within its children’s apparel department include an array of arts, crafts, and science toys, while the children’s floor at Bloomingdale’s emphasizes science kits for boys and girls in a big, centrally located display.
- Construction toys. LEGO, Mega Bloks, and similar construction sets continue to be omnipresent in toy stores and other retail tiers. Some, such as GoldieBlox, are marketed as promoting engineering or STEM knowledge, while others maintain many of the same skill-building qualities but are not marketed as such.
- Adult coloring books. A ubiquitous category this year, the books are touted as a way to relax, but also as a means of getting the creative juices flowing—albeit in a more structured manner than the open-ended inspiration more typical of the Maker movement. Book, stationery, gift, museum, and craft shops, from independents to chains such as Michaels, have big assortments, often at the front of the store; one Barnes & Noble location has at least three major displays, including a table at the entrance. The category also has a notable presence in other types of stores, such as Urban Outfitters. In addition, the product mix is expanding beyond books into greeting cards, kits, and posters.
- Creativity and inspiration. The amount of space devoted to products such as prompted creativity journals, books on creative inspiration, craft-a-day kits, and the like is flourishing, especially in the book and craft channels but also in other retail locations.
The current strength of these categories is due to a number of factors, and the products appeal to consumers beyond those who could be classified as Makers. But the Maker movement is certainly one of the key forces driving sales. And, while licensing has a distinct presence in a few of the sectors, such as construction toys and adult coloring books, it is rare in others. That suggests that there may be opportunities for IP owners to tap into unexploited Maker-related categories in 2016.
For other observations on the retail landscape this holiday season, see our December 17 and December 21 posts. Meanwhile, RaugustReports will be taking a short holiday break next week but will be back on January 4. A Happy New Year to all.
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