Creative block is a toy inventor’s worst enemy. It can strike when you are overworked or stressed. In that case, just walk away and come back to the project once you have had a chance to clear your mind. However, if you’re trying something completely new, your block may be caused by the dreaded “imposter syndrome.” Your self-doubt may cause you to wonder why you wanted to become a toy inventor in the first place.

Pushing through this low moment will lead to great things. Going on a research shopping trip can help you break through a block of this nature. Major toy companies do this several times a year on a corporate level. Toy inventors at any level can follow these proven steps to make it happen.

How to Go on a Toy Industry Research Shopping Trip

1.     Use Yelp & Google to make a list of 10 stores to visit. Read comments & reviews to make sure the store fits what you’re looking for. Make sure you have each of the following on your list:

• Independent toy stores

• Big box stores like Walmart or Target

• Gift & paper shops (so you can get inspired by materials & patterns)

• A few other specialty stores. Don’t be afraid to draw inspiration from anywhere. I personally love to find inspiration in high-end grocery stores.

2.  Make an itinerary

Make an itinerary that includes a start and end time for each location, in addition to a mindset. I have a free itinerary template you can download here.
 

Mindset is very important because it will help you remember what to focus on and keep you thinking creatively. Need help defining your mindset? Focus on the purpose of your shopping trip. Is it to:

• Come up with a totally new idea?

• Improve on an existing idea whether it is your own or a competitor’s?

• Come up with packaging or presentation ideas?

3.  Go window shopping!

You do not need to buy anything. You can just take photos of front panels, side panels & back panels of product boxes.

Perhaps 10 years ago smaller toy stores would get their feathers ruffled when you took photos of products, but now, with the pervasiveness of smartphones and social media, most don’t care. If someone does say something, you can just apologize and say you were taking a photo to send to a friend.

4. Record EVERYTHING.

Take notes, make voice recordings, take photos, do whatever works for you. Not recording all your thoughts and observations on a research shopping trip creates a huge missed opportunity.

When taking notes or recording anything, keep the mindset you chose for this location at the forefront. This will help you make sure that once you get back to your studio or office you will have everything you need to come up with some great ideas.

Everyone, but especially newbies to the industry, should make special note of competitors. Find their logo and website on the back or bottom panel of the box and look them up later. Knowing about your competitors helps you to become even better than them!

Ready to go on your first toy industry research shopping trip? Make sure to download my research trip itinerary template and mindset guide here.

What’s one thing you want to learn in your next research shopping trip?

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