"Striking a Chord: Musical Toys Instrumental to Child Development"

Playthings, July 1, 2001

We've all heard about the Mozart Effect; but what about the Mozart Effect affect?

As reported in the July issue of the toy industry publication Playthings by writer Maria Weiskott, that would be the impact created by the acceptance and growing popularity of the theory that listening to music that is classic—as in Mozart and Beethoven, rather than as in The Platters and the Rolling Stones—can make a person smarter.

Citing the early 90s study by Dr. Gordon Shaw and Dr. Fran Rauscher that found the relationship between music and spatial reasoning was strong enough to temporarily raise a listener's spatial IQ, Weiskott notes that there has been a boom in consumer interest in and consumption of classical music; especially Mozart's, since his "Sonata for 2 Pianos in D Major" was used in the study.

In addition to sales of CDs and other music products, she reports, the interest has even impacted children's playthings. Toymaker Tiny Love, for example, has incorporated the music of three composers, Mozart, Beethoven and Bach, in its Symphony-in-Motion infant mobile, allowing the parent to select from three different "moods."

One of the most noteworthy impacts of the Mozart Effect, however, has been extension of the musical experience to the hands-on experimentation with musical instruments.

For retailers who already stock toy musical instruments, this is very good news, Weiskott writes. And for those who don't, it offers a new opportunity to grow revenues with merchandise that not only supports creativity, but is on the cusp of a trend that has no peak yet in sight.

In fact, retailers don't have to search very far to find support when looking to promote sales of musical instrument playthings for children. Not only are manufacturers coming across with a host of traditional and inventive offerings, an abundance of studies are reporting the benefits of early childhood play with musical instruments.

In-depth research at Harvard University last year, for instance, found evidence that spatial-temporal reasoning improves when children learn to make music. A recent study by the College Entrance Exam Board Service found that students who sang or played a musical instrument scored 51 points higher on the verbal portion of the test and an average of 39 points higher on math than those who didn't sing or play an instrument.

What more reason can a retailer possibly have to merchandise toy instruments to parents and grandparents anxious for their progeny to succeed?

Remo spokesman Timothy Ridgway told Playthings that demand for quality musical instruments has skyrocketed in the past five years according to estimates provided by the trade group International Music Products Association and the Toy Industry Association. Ridgway added that interest in musical instruments seems to be coming from many sectors, and that instruments are now also being sold successfully as impulse gift items.

"Business is just great," says Bob Bergin, president and CEO of Rhythm Band Instruments, a Texas-based manufacturer of children's toy instruments. The Mozart Effect has really impacted the market for children's toy musical instruments, he tells Playthings, adding that the phenomenon is being "emphasized a lot" in trade associations, such as the Music Industry Conference and the NAMM-International Music Products Association.

Each of the associations, he said, is emphasizing the fact that music and "playing a musical instrument makes you smarter." We are seeing enthusiasm for children's musical instruments "across the board," Bergin notes, adding that he is seeing an increase in day care centers showing interest in including musical instrument play in their curriculums. "Parents want day care centers that do more than just baby sit," he says.

While both Remo and Rhythm Band manufacture instruments, they have also developed new product that helps 'teach' children how to 'play' them as well, thereby giving the wannabe musicians a sense of accomplishment. One example, Rhythm Band's new "Bob McGrath Rhythm Band Set," includes an instructional CD from Sesame Street performer Bob McGrath.

Instruction is also key to the children's instruments manufactured by Virginia-based Hohner, whose motto is "music is brain food for kids." The company also has rhythm instrument sets with instructional material included in its product mix. "Every set includes age appropriate instructional inserts, specific to each instrument, written by music educators, appealing to parents and teachers and requiring no musical experience," notes Tim Henry, Hohner's sales and marketing manager.

Without a doubt, manufacturers of children's toy instruments are helping to drum up additional sales for retailers ready to tune up their business.

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