One way in which the thinking processes of successful inventors and entrepreneurs differs from the average person is that they often see a potential masker that others fail to see. Many demonstrations of this ability may be found when reading this delightful little book, Kid Stuff. David Hoffman has assembled the histories of the most familiar toys of our childhood. From the Ant Farm to the Whiffle Ball, he details how they were conceived, perfected, and promoted.
Consider the Slinky. If Richard James, in 1945, had not been intrigued by how a spring he accidentally dropped "walked" across the floor, the story could have ended right there. But be did see a potential. He perfected it, named it, and packaged it. It then died on the vine at the local retail outlet. Again, the story could have ended right there. However, he realized this was a new item and that it had to be demonstrated. When he demonstrated it at Gimbels, he sold 400 in minutes. In the 50 years since, 250 million have been sold!
Three basics in the Slinky story form a common thread that runs through many of these classic toy histories. First, someone sees a potential market; secondly, a dynamite trade name is created; thirdly, clever marketing is utilized.
Often the opportunity is in plain sight and, in fact, may have been for some time. Hoffman points out that it is said that the Yo-Yo is actually the second-oldest known toy (after dolls). Yet it remained for Donald Duncan, in 1927, to see the possibilities. Further confirmation that some people do look at the world differently may be had by noting that Duncan also invented the parking meter and introduced the Good Humor "ice cream on a stick."
An example of a mental process utilizing analogical thinking may be seen in the history of the Erector Set. Back in 1911, A. C. Gilbert observed girders being assembled for an electric system along the railroad line he frequently traveled. Realizing kids love to assemble things (wood blocks, etc.), he put together a toy kit consisting of girders, gears, pulleys, etc.
This power of observing the obvious and seeing the not so obvious is again shown in the history of Mr. Potato Head. George Lerner noticed how children love to play with their food. Who has not? He utilized the observation to create Mr. Potato Head. Incidentally, "Mr. Potato Head was the first toy to ever be advertised on television." The story recites how the toy has been adapted to the times. His pipe was eliminated and the last pipe given to the Surgeon General at the Great American Smokeout. Responding to safety regulation they increased the size of its pasts and made them less sharp. As Hoffman notes, the current Mr. Potato Head may surprise nostalgic parents, but he is still loved by the kids.
Another example of how a toy was adapted to the times is Antonio Pasin's original wagon, "Liberty Coaster," of 1923. It was made of wood and it was followed by the classic little red wagon, "Radio Flyer," made of steel. It was called "Flyer" to emphasize motion and "Radio" to honor the Italian inventor of radio.
If for no other reason, read this book to satisfy your curiosity as to how the classic toys came to be. How Paul Guillow created the balsa wood airplane industry. How a toy store owner and a marketing consultant created Silly Putty---it floundered until a mention in the New Yorker magazine resulted in orders for a quarter-million and it's sales has since reached the 200-million mark!
This book is jammed packed with toy trivia. Largest-selling football in the world? Nerf football. Barbie Doll's last name? Roberts.
Viktor Budnik's photographs for this book are terrific. They make this little book look good enough for your coffee table. But best of all, even your kids will enjoy this book and, perhaps, pick up on the idea that behind each toy there was a real person who took an idea from the dream world and brought it into the real world.
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