Predicting the next kid or tween craze or collectible is far from easy, and assessing a contender often requires a highly tuned gut more than a simple list of rules. Still, practice makes perfect and we thought we would give you newbies to the kid space a starting point, and you vets a compelling case study to add to your own collection…Watchover Voodoo Dolls.
Watchover Voodoo Dolls are keychains featuring little people made of string. The characters range from ninjas and karate pros to little girls shopping and to test-taking students. Each one comes attached to a tag which provides the character’s name, but more importantly, the way it will watchover its owner…Keeper, a soccer player, promises to be “your last line of defense against all those who try to beat you at your own game.” The Student purports to “help you enjoy the best days of your life and ensure your future is as debt free as possible.” They’re
sold in novelty shops, on eBay, and on Amazon.
So what does our latest favorite kid/tween collectible get right? Here’s what we think…
- Cute+cool. For kids and tweens, the best collectibles are the ones you can show off to your friends…and most of the time, you see your friends outside of school. So collectibles for this age are, not surprisingly, small. Little can inherently lead to cute, and cute, depending on your age, can be a bit uncomfortable. So what do the best collectibles do? They combine the cute with the cool (subscribers can see our JFM 2013 Trendspotter for more on this timeless and timely trend, inspired by the work of scholar, Gary Cross). These dainty dolls deal with strong feelings and emotions, making statements that might be wise beyond the years of their young owners. But containing these weighty sentiments within these tiny trinkets makes for just the right juxtaposition. They are safe but bold, mature but manageable for the developing kid and tween psyche.
- Material matters. As scholars like Robin Bernstein contend, the material that children’s toys are comprised of conveys a “script” for the play experience. Are these toys or objects of desire to be treated gently? Are they precious or rare? For kid and tween collectibles, a little bit of breakability isn’t all bad….This might seem counter to the wishes of
protective parents, but might that not be the point? The best collectibles tend to feel like they require cherishing – much like the dirt-attracting fibers of these miniature Voodoo figures. They aren’t fragile in the traditional sense, but they do require more careful handling (the notion of protection put back in youth’s hands) than the average keychain.
- A dose of danger. So many of kids’ collectibles are relatively benign. But for kids and tweens, a bit of subversiveness often makes for a more salient item. This encroaching on the occult is an evergreen theme in kid culture – think Ouija boards and magic eight balls. But collectibles often have an air of the rare and mysterious to them too. Pokemon cards have their exotic look (especially when they first emerged on the scene, in the early day of the anime explosion). Or the mischievousness of Garbage Pail Kids. Or the taking of a regular top and overlaying it with slightly threatening personas, as in Beyblades. Watchover Voodoo Dolls do a great job fulfilling kids’ and tweens’ fascination with the mystical and dangerous (voodoo), while keeping things light and positive (watchover). These dolls serve as symbolic mantras that kids can carry around with them. More like a lucky rabbit’s foot than an actual voodoo doll, the power behind these objects comes from the ideas they represent more than just their aesthetics.
- Priced right. A collectible might have an air of preciousness about it, but to incentivize a trend, it’s important to get the price point right. In the U.S., these dolls linger between the $7.50 and $10 price point. They are just expensive enough to matter (something has to be at stake for a collectible to “count”), but cheap enough that they’re within the range of many tweens’ allowance.