The potential market involves primarily retail channel customers, but also includes the local consumer market reached by W4K’s on-site retail store.  The most obvious group in this market are current toy store retailers who carry wood toys, but there are many other customers, including specialty gift stores, discount retailers/superstores, mail-order houses, and novelty specialty stores.

Over the past decade the wooden toy industry has grown in to a $34 million  industry.  In addition, the wood toy industry is growing at a 6% rate in spite of the slow economy.  Currently, W4K enjoys approximately a 10% market share in this industry.

Wood toys have been around for ages with varying levels of consumer attraction.  After a long period of declining interest, wood toys are now on an upswing with consumers and therefore retailers.  Some theorize that it might nostalgically remind people of simpler, purer times in the past or be more in tune with environmental concerns regarding alternate materials.

Certainly the market represents a large geographical area that virtually spans the globe.  W4K is interested in that global market, but feels strongly about building its competencies in the United States before it goes global.  Therefore W4K will focus first on the United States.