One2Believe brings biblical toys to mostly secular toy aisles

Full story at: http://www.buffalonews.com/145/story/696422.html (sections of the story listed below)

By Samantha Maziarz Christmann
NEWS BUSINESS REPORTER

Yes, that’s right, Jesus has set up shop in the toy aisle. And the maker of those religious dolls and action figures has brought its “Battle for the Toy Box” to a new headquarters in East Aurora.

Though religious toys have traditionally been sold in specialty Christian stores, One2Believe has also crossed over into the giants of the secular retail world, where most Christian moms do their shopping.

The toys, such as the 12-inch, Messengers of Faith dolls that recite scripture and Bible stories (Talking Jesus is the best seller) retail for $19.99 and have been selling at 425 Wal-Mart stores for over a year. This month, they hit end caps at Target stores in New York and Texas.

Disappointed by the low quality of many Christian toys, Socha said the company spent hundreds of thousands of dollars developing cool, modern toys that could keep up with secular blockbusters such as Batman.

UB Marketing Professor Arun Jain said religious toys are prevalent in the rest of the world, with the United States being one of the only countries where such toys are markedly absent. In fact, Jain is surprised there aren’t more faith-based companies making a mainstream splash.

Little religious entertainment, such as the Veggie Tales brand from computer animation production company Big Idea, has made the mainstream crossover here. But experts said the trend could increase as larger segments of the population seek more wholesome alternatives for their kids during increasingly dark times.

“People feel their political, social, financial institutions have failed them and they’re turning to a higher power,” he said.

Last year, the 15-employee One2Believe, which conducts manufacturing overseas, sold more than a million pieces. Sales continue to grow through a marketing partnership with Focus on the Family, the world’s largest Christian nonprofit evangelism organization. The company also partners with churches, fundraisers and home sales groups through its Blessed Toys sales division.

“Wal-Mart wouldn’t have put it on the shelf if there wasn’t a market for it,” said Laurie Schacht, president of Adventure Publishing, which puts out the Toy Book. “Now that Target is jumping on the bandwagon, they must have had requests for it, especially in this economy. Shelf space is limited and retailers are being so cautious.”

In fact, faith-based toys are seen as something of a bright spot in the struggling toy industry. U. S. toy sales declined by three percent to $21.64 billion in 2008, according to market researchers at the NPD Group.

Though industry analysts long believed demand for religious toys would be isolated to a small percentage of religious homeschoolers or to the southern “Bible belt” region of the country, Jain and others said demand is scattered throughout the nation.

“It’s definitely a growing market. In the last few years it has really ballooned,” said Alison Marek, managing editor for TDmonthly, a toy industry trade magazine. “They’re serving a market that wasn’t being addressed.”

According to experts, niches such as the religious market can mean big money for smaller companies. Religious retail chain Family Christian Stores estimates the niche Christian retailing market at $4.3 billion. And as One2Believe’s success grows in the mainstream, others may want a piece of the action.

“More competition will pop up as companies see there is money to be made in that market,” said Marek.

One2Believe executives hope their success will spur more high-quality faith-based offerings.

“We want there to be more choices available for parents who wish to give their children faith enriching toys,” said Josh Livingston, executive marketing manager at One2Believe. “We would consider other companies entering the market allies rather than competitors.”

schristmann@buffnews.com