Klao Bell, Staff Reporter
POPULAR toys in the United States are also a hit here, and, despite the high prices brought on by the decreased value of the dollar, import costs, mark-ups and GCT, parents are buying.
Play Stations games for $10,000, $8,000 scooters and $5,000 remote control cars individually represent weekly or monthly salaries for some people. But they are among the gifts children are getting this Christmas.
Jerome Wood, team leader for haberdashery and household items at Mega Mart said "remote controlled toys, black dolls, scooters, battery operated toys are doing well...companies are coming in to buy toys for treats."
Other hot toys are the computerised teaching aids by V-tech. These range from $1,500 to $7,000 and according to Janet Go-Coul, manager at Answers for Children in Manor Centre on Constant Spring Road, St. Andrew, they're doing well.
Parents are buying carefully and wisely, they really go for the computerised, educational toys and other learning aids," Ms. Go-Coul said.
Power Wheel cars and trucks are big enough for kids to fit in, and costly enough to put a dent in the pocket, but parents are going for them. They cost between $4,000 and $15,000 and a special Harley Davidson brand goes for $25,000.
At one store, Ammar's Next Generation, parents are scooping up the other power wheel toys but the Harley is yet to go.
Merchants claim cable television has influenced the children's choice of toys in Jamaica.
"To a large extent cable influences demand...you find that as soon as the toys start advertising the kids start asking," said Director and buyer at Ammar's, Deborah Karram.
"Sales are going well, you find that parents are usually willing to spend on their children even though they may not buy for themselves."
A toy rated number two on the top 10 list in the United States is going fast here. Tekno, the robotic puppy, is an interactive dog which, "does everything like a real dog without having to feed it," claims the advertisements on the Internet. It is sold here in the region of $5,400 and parents are buying it.
Lee's for Kids said that the big hit at their store are remote and radio controlled toys, which range from $4,650 to $6,350.
Every other person is buying them," said the store manager.
However, Colleen Wint-Smith of the Jamaica Foundation for Children, warned against the unhealthy competition that sometimes determine gift giving.
"Sometimes children want gifts because their friends or cousins have them, parents therefore feel pressured but they should try to help children get proper perspective, which is the fun and sharing opportunity a toy can bring," Mrs. Wint-Smith said.
Dr. Sandra Swaby, a general practitioner and mother of three, has analysed the buying patterns of parents. Her policy is to never spend more than $800 on a gift for her children.
"There is a lot of pressure to keep up with other people," Dr. Swaby said. "Parents don't want their children to be deprived and don't like to feel that they are not providing."
She warned though that often a trap parents get into is the pressure of sustaining the purchasing of high-priced gifts and recommended expensive gifts as rewards for effort.
"Once you start buying expensive toys, children usually want nothing less...teaching the children to expect items within our limitations is important," Dr. Swaby said. "Gifts could be a reward for effort, for example hard work at school, that way the toys mean more and the children learn to appreciate it more."
