1968.12.16 Utica NY Daily Press Page 23 "Space Interest Is High In the U.S. Toy Industry" by Leonard Sloane Article

1968.12.16 Utica NY Daily Press Page 23

Short article about record retail toy volumes with reference to Mattel, Major Matt Mason and the Astro Trac.

1968.12.16 Utica NY Daily Press Page 23 "Space Interest Is High In the U.S. Toy Industry" by Leonard Sloane

In the U.S. Toy Industry

By Leonard Sloane

New York Times. News Service

NEW WORK No runaway items dominated the toy market this year, but the industry reached a record retail volume of $3.5 billion. If there was one category that stood out above the rest. It was the broad range of scientific and educational toys that stores all over America featured on their shelves and counters. 

Many of these toys that children and their parents are buying in this peak pre-Christmas period take advantage of the burgeoning interest of young people in space.

For example, Remco Industries, Inc., has a space science weather forecasting kit with the material to make such meteorological instruments as a wind direction indicator, a wet and dry bulb thermometer and a rain gauge. It also has a space science printed-circuitry kit with which to build a two-way telegraph set and other electronic devices.

Mattel. Inc., is also very much involved in space with its astronaut character, Major Malt Mason; its satellite launching set and its astro-trac battery-operated mobile explorer with oversize wheels and wide power rear wheels.

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LIONEL WEINTRAUB, president of the Ideal Toy Corporation and the new president of the Toy Manufacturers of America, noted that "educational and scientific toys will show the greatest percentage increase in the next five years" although "we recognize the dolls will continue to outsell all other toys as to number of units forever."

In 1968, girls had their choice of dolls of all sizes and shapes. There were Vietnamese dolls, pregnant dolls and even an anatomically correct little sister to correspond to last year's shocker, Little Brother.

Also very much on the toy market in 1968 were a variety of black dolls. One store alone claims to have some 75 kinds of these so-called soul dolls.

Within the industry, there is general agreement that sales of war toys are down sharply this year. Not only have some manufacturers reduced their production of military toys but some retailers have either stopped carrying or promoting guns of all variaties.

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