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Aquarium Toys Bring the Ocean Indoors

Underwater Adventures Start at Home

By Jodi M. Webb
May 2006

“Kids today are enchanted with unusual sea creatures that exist in the deep recesses of the ocean, and also dream of being ocean explorers.” — Matt Johnson, Explore Toys

For children, playtime is often an escape from the everyday world, an opportunity to voyage to a faraway place. Of all the imaginary places children visit, the undersea world is have a perennial favorite.

Raymond Derouin, owner of Ouray Toys Inc. in Ouray, Colo., said, “In spite of our far removal from the ocean, we sell a substantial amount of ocean-themed toys.” Best-selling lines include sea-life figures from Schleich and Safari Ltd (ToyShow). “In the past, dinosaurs were by far the most popular area. Now sharks, manatees, whales and all sea life are selling exceptionally well,” he said.

Safari added several replicas of ocean animals this year, including the Sea Turtle, Sea Otter and Clown Anemomefish, as well as several ocean animal sets such as the Coral Reef Collector’s Case, which includes a dozen replicas. Ramona Pariente, president and owner of Safari, said, “The dolphins, killer whales have always been very popular. Perhaps because they see them in the aquariums and shows.”

This year Happy Dog Toys (ToyDirectory) is growing its SpongeBob SquarePants aquarium line, which is its top seller. Deadria Smith, product manager, pointed out that, although the novelty aquarium trend began several years ago, “our Betta Tank sales are as popular as ever, which leads us to believe that more people are maintaining them outside of the home, such as at the office or school.”

Those not satisfied with choosing a fish in a pet store can grow their own underwater pets with the help of several available kits. Marianne Cursetjee, owner of DiscoverThis.com, said one of her store’s most popular ocean-themed toys is The Amazing Live Sea-Monkeys. New this year is the company’s Sunken Treasure, a kit that includes a glow-in-the-dark sunken galleon for the “sea-monkeys” to swim around. Uncle Milton’s Aquasaurs Prehistoric Pet Habitat and Triop kits from Triops Inc. (ToyDirectory) also sell well, she said.

The ocean has even found its way to the railroad station with two Thomas and Friends products by Learning Curve released last year. Aquarium Cars are two liquid filled train cars — one carries an octopus and the other a shark. The Aquarium Set is an 83-piece track set that in addition to the usual track, includes Aquarium Cars, an aquarium and afish food factory.

Kristit Largoza, operations manager for Thomas’ Trackside Station, explains that her store carries every piece in the Thomas and Friends line. Despite the overwhelming choices she confirmed that the Aquarium Cars “are selling wonderfully. Maybe because they are the first water toy. When [kids] look at the cars you just know they’re thinking, ‘Wow, if I got that one maybe I could open it up and get that water out …’”

Water as a substance has long mystified children. The deep ocean also holds secrets. “Kids today are enchanted with unusual sea creatures that exist in the deep recesses of the ocean, and also dream of being ocean explorers,” explained Matt Johnson, owner of Explore Toys.

In answer to their customers’ requests, Douglas Cuddle Toys (ToyShow) began releasing its first marine animals in April 2006. “They provide an opportunity to explore different materials, many of which sparkle and appear wet,” Radich told TDmonthly Magazine . “The fish, sea horses and mermaids are great colors and fanciful subjects ... fun to design.”

What follows is more information on aquarium-related products.

Ocean Wonders Aquarium by FISHER-PRICE INC.

Let Bach, Brahms and Mozart help soothe baby to sleep, as classical lullabies combine with soothing bubbles, lights and gentle movement. Swimming fish and sea creatures catch the eye as they move all around the aquarium. The Ocean Wonders Aquarium features up to 10 minutes of soothing songs, with two aquatic sounds and three musical settings: music and sounds; music, sounds and lights; and music, sounds, lights and motion. The product requires 3 D batteries, not included.