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Tue, Dec 30, 2008
The Sunday Times
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Parents pick learning gifts
by Shuli Sudderuddin

Thanks to the recession, educational toys were among the big sellers when it came to gifts for children this Christmas.

Parents wanted more bang for their buck, said a spokesman for Tangs department store, and so opted for presents that were also practical.

Its Christmas bestseller was the V Tech 'Write it Right' Learning Laptop, where kids can learn how to type and do puzzles and word games. It costs $59.

Previous years' top sellers at Tangs included Barbie dolls and Transformers toys.

Housewife Corinne Koh, 33, said she splurged on Lego and Thomas the Tank Engine toys for her three sons last year but chose educational gifts this year.

'I got them educational DVDs and art sets because these will last, rather than toys that they will play with for a while and throw away,' she said.

Part-time property agent Shirley Tey, 35, bought her four-year-old niece a child's laptop for the same reasons. 'It is more worth it as she can play and learn with it until she is seven.'

Other educational presents that flew off the shelves included German board game Viva Topo!, which teaches strategy, fractions and risk-taking. It cost $79.90.

Mr Edwin Martan, marketing executive for The Better Toy Store, which carries the game, said: 'It is very popular with families. In fact right now, there are only two sets left.'

However, some old standards remained tops with parents and kids.

Tangs' second most popular present was a range of Barbie doll products, including the Barbie Chic Vacation gift set ($29.90), which comes with a doll, clothes and accessories.

Lego was also popular, with the Bionicle series ($79.90 to $139.90) coming in third at Tangs.

Toys R Us did not respond to queries. However, a check with its website under 'What Kids Love' showed that popular toys included Lego sets and Transformers toys.

A spokesman for Robinsons said that plush toys and accessories from the Mr Men range were hot, while standard items like Barbie dolls and Lego kits remained popular.

A spokesman for Action Toyz said that Transformers, Lego and Barbie Dolls, in particular the diamond castle range, sold well.

Hobby shop Nikko, which supplies toys to department stores such as Takashimaya, said that Meccano model assembly sets were the top draw.

Said Mr Simon Goh, sales manager for Nikko: 'Our warehouses are completely empty. Everything that's left is now sitting on the shelves.'

 

This article was first published in The Sunday Times on Dec 28, 2008.

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