The first “playground social
network” moment I recall occurred in my third-grade year. A brand-new show
called Happy Days had aired the night
before (according to Google, it was Tuesday, January 15th, 1974). Everybody
was talking about it. Kids were assuming the roles of Fonzie, Ritchie, Ralph,
Potsie and the other characters. (The “cool kid” decided I would be Potsie,
“the singing nerd.” He, of course, was the Fonz.) Some of my classmates hadn’t
yet seen it, and I felt sorry for them.
That summer, a girl at a playground
repeatedly sang the international hit “The Streak,” which I’d not heard. I made
sure to listen to the radio even more, so I could catch this globally popular novelty
song about a man running around naked and causing a stir.
READ MORE: Hudson Valley's Best Playgrounds
The first time I saw a Pet Rock? A
Rubik’s cube? On the playground. I can’t imagine learning of these things
anywhere else. (I don’t remember any TV commercials for them.)
Despite dizzying advances in tech,
the playground is still the “social network” for kids, especially youngsters
who’ve not yet signed on to social media – six, seven, eight, and
nine-year-olds. These kids’ ability to influence their peers is unparalleled
and a little mysterious. Congregation places for children are both proving
grounds and launch pads for all number of products. Brandishing of a beloved,
new toy from a pocket, or word-of-mouth about a video game, are still far more
effective promotional tools than multimillion-dollar campaigns.
Yet Covid-19 has closed down many
of these gathering spots, leaving toy makers to worry: where kids will discover
the next Silly Bandz, Fijit Spinners, or Beanie Babies?
Richard Gottlieb of Global Toy News
and Gerrick Johnson Toy & Leisure Analyst for BMO Capital Markets are
concerned, and not just about their bottom line. As modern-day versions of
toymakers, they also deeply appreciate how these interactions foster
friendships and enrich interactions between young people. Like all of us,
they’re looking forward to an end to the pandemic for many reasons.