Although customer needs and requirements are varied, three central themes have been reported several times in the Consumer Journal as they relate to the wood toy market.

Safe

People want toys that are safe for their children.  W4K conducted eight focus groups to substantiate this tentative finding presented in the November 19xx issue of Consumer Journal.  In essence, people want good quality toys for children that will not harm the young ones.

Educational

In a 19xx survey conducted by the Ambassador Toy Council, adults said the most important up and coming issue related to their child’s toys was the degree to which the toy facilitates learning with regards to the child.

Value

Times are tougher economically and people want to see that their children are getting more than just a time occupier.  They want their children to be bettered in some way as a result of playing (e.g. educated along the way).  This sentiment has trickled through to the retailer who is now leaning that way in its wholesale purchases.  In summary, consumers of wood toys want to get good value for their money spent.