Buyer’s Guide
Do You Know the New Way Parents Buy for Their Kids?
We didn’t plan to be so ahead of the curve.
When we began Napa Valley Toys USA in 2004, we wanted to help children feel safe sleeping. We knew the absolute value sleep plays in every child’s development, and we knew that every child, regardless of where they were from, deserved the healthiest night’s sleep.
Innovation has always been important to us, but nobody predicted this.
And with this unbelievable series of shifts, changes, and chances, our humble plush toys are at the center of a vital cultural consumer movement.
This is how the toy market is different than it ever has been, and what you ought to do about it.
Why You Should Pay Attention to Healthcare’s New Opportunity
Store shelves all around the world are due for a massive shuffling.
Healthcare has a new look. Did you know that the healthcare industry is projected to grow to over $10-trillion-dollars globally by 2022 (finds research from Deloitte)? It’s not growing why you think.
Why? According to the trend analysis company Stylus, healthcare is blurring lines with several industries as the modern consumer is both more health conscious and more eager to explore non-medical solutions to their wellbeing.
To put it simply: people want to medicate themselves and their loved ones with something safer than drugs.
Furthermore, a new generation has gained purchasing power in one particularly key market: millennials now make up most parents.
To quote the National Retail Foundation:
Born between 1981 and 1994, millennials are parents to 50 percent of today’s children, more than 1 million millennial women become new mothers each year, and millennials make a significant contribution to the $1 trillion U.S. parents spend annually on raising their children.
(Source: NRF study finds millennial parents shop differently than those from other generations)
Today’s parents want to heal their children with holistic methods and ethical, sustainable sourcing. They are skeptical of chemicals and prescriptions. They want to know where the things they buy come from. They want to own authorship over how they nurture their children.
Add this to the equation:
Play--and choosing the right toys for children to play with--are at the center of the conversation in parenting, healthcare, and child development. The toy market reflects that.
The American Academy of Pediatrics (AAP), discovered that “play can improve children's abilities to plan, organize, get along with others, and regulate emotions. In addition, play helps with language, math and social skills, and even helps children cope with stress.”
“Playful learning, where children take the lead and follow their own curiosity, should be the main focus of high-quality early childhood education,” continues the AAP.
Playing, for children, is like a conversation. Play is how children communicate, learn, and connect.
The healthcare and toy markets are intersecting at a critical time when generational shifts and consumer behaviors have changed more than recent memory can match. And with that comes a major opportunity.
Let’s give children the right toys to play, and play well, with.
Meet NightBuddies®: the World’s Best Sleep Aid for Toddlers
NightBuddies® is a collection of plush toys providing a soft sensory journey to help children feel comfort and companionship throughout the night.
Napa Valley Toys USA and our line of award-winning plush nightlight toys are created with a passion and focus in lockstep with contemporary consumer behavior.
NightBuddies®are one-of-a-kind; Napa Valley Toys USA is an independent company creating proprietary products. Every toy of ours is made with love and consciousness, using the highest-quality, planet-friendly, and safest sources.
Safety, security, and children’s development define every step of our crafting process. Here’s how:
Our toys are fine-crafted with conscious materials to help children around the world develop confidence and wellness
Using environmentally friendly materials and innovating sustainable solutions in the toy market make NightBuddies® a great choice in every way
Each caricature combines a child-activated calming light to a plush toy that children can identify as a special item.
Child activation helps create self esteem and confidence to be independent in their own bed.
NightBuddies® provides aid to children everywhere to help give them more anxiety free nights and better sleep.
NightBuddies® create an emotional connection unlike any other plush toy.
Gentle sensory experience provides comfort and companionship.
NightBuddies® are safe, comforting toys that promote wellness and imagination.
Our commitment to craft and children’s comfort is why the Creative Child Awards recognized NightBuddies® as their Plush Toy of the Year in 2015, 2016, and 2018; NightBuddies® also received the Product of the Year Award in 2018. (Visit our homepage to view more awards, including the Family Choice Award and Parent’s Choice Fun Stuff Award, among others).
We Focus on Sleep Because It Matters Most
Everything grows from a good night’s sleep.
Sleep nurtures minds and bodies in perhaps the most critical stage of development. In fact, finds the Sleep Foundation,”by the age of two, most children have spent more time asleep than awake and overall, a child will spend 40 percent of his or her childhood asleep.”
Nightmares and night terrors, disrupting this healthy and necessary process, affects up to 50% of children between ages 3–5, according to Dr. John A. Cowan, Jr., MD.
Children are constantly adapting to an expansive world full of potential and mystery. And while children brim with creativity and opportunity, such rapid exposure to a series of unknowns also often creates fear and uncertainty.
That’s why we created NightBuddies®: to channel the boundless energy of children everywhere into wellness and imagination.
Children, everywhere, deserve the fundamental right to a safe night’s sleep--the chance to feel safe, secure, and refreshed. Because when a child wakes up in a smooth state, their natural charisma and creativity spills into opportunity.
Connection cultivates children. While based in California’s Napa Valley, our commitment to innovation in children’s wellness touches globally. We source teams throughout the world that share our same values of transparency, sustainability and hard work.
Our mission is to share LOVE & LIGHT across the world by creating toys that promote wellness and imagination through a gentle sensory experience. We support the hopes, dreams, and higher visions of children in need by teaching entrepreneurship and donating toys and essential goods.
Because a good night’s sleep leads to a better day. We marry charity with innovation to help children around the world optimize their development through safer sleep.
Conclusion
NightBuddiesⓇ are award-winning, consciously-created, and ideal for helping young children sleep and grow better. We created a proprietary plush toy that aids children’s development at the forefront of the toy market.
We help children with what they need the most. We make what parents want the most.
If you are a retailer interested in carrying NightBuddiesⓇ in your store or chain, visit our distribution page here to connect with our international sales team. Here you will gain access to your local distributor as well as sales materials.