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Pedal Power To Horsepower: Toys Point Toward Future Of Cars

Jul 9, 2013
Originally published on July 9, 2013 10:46 am

Morning Edition has reported that the Toyota Camry is the best-selling car in the U.S., and the Ford Focus is the world's best-seller.

Now it's time for a correction of sorts because it turns out the dominance of the Focus and Camry is rivaled by another car. It's American-made, has zero emissions and is highly affordable. We're talking about the Cozy Coupe — the yellow-roofed, red-bodied, kid-sized toy car.

Toys like the Cozy Coupe are more than just child's play. In fact, if you want to find out about the future of the auto industry, there's no better place to start than at a playground — like the one at California's Culver City Montessori School, where Cozy Coupes are one of the most popular toys.

Culver City Montessori teacher Micah Card explains that wanting to be "like Mommy and Daddy," as one child puts it, is a major part of a toy automobile's appeal.

"They really enjoy the Cozy Coupe cars because ... it has a roof, it has a door to open, it even has [a] little gas nozzle. They'll fight over those cars," Card says. "They don't really care so much for the open-top type ... because it's not as close an approximation to what their family drives. You know, they want to do what their parents do."

Do Cars Mean Freedom, Or Pollution?

Children become aware of cars, buses, trucks and planes — and the toys based on them — very early on. Richard Gottlieb, who makes a living analyzing trends in the toy industry, says playing with cars is fundamental.

"When they do these archaeological digs from Egypt or Rome they'll find little horse and chariots," he says. "They're primitive ... [the kind] that kids play with. So I think the desire to roll things has always been there."

Gottlieb says the eagerness to play with cars hasn't changed but what kids think about those cars has.

"From an aspirational sense, I don't think children aspire to drive as much as they used to," Gottlieb says. "I think they aspire to have a cellphone, but not necessarily a car."

Indeed, driving as a rite of passage has diminished greatly in recent years. For some, cars still mean freedom, speed and escape; for others they mean isolation, gridlock and pollution.

Gottlieb says kids pick up on that, which is why you see more and more cars that have faces and stories, as in Pixar's Cars movies.

"If you really think about it, the children are engaging the characters; they're not engaging the brands," Gottlieb explains. "Maybe not great news for the car companies, but I think that probably signals some of the loss of prestige for driving among youth."

The declining appeal of the automobile might not be good news for toy companies either. Kids' love for cars used to drive a passion for their toys; at least that's how it worked for Mike Magrath.

Today, Magrath is an editor at Edmunds.com, an online source of automotive information. At the office building where he works, nearly every single one of his co-workers has toy cars strewn across his or her desk. Magrath can still remember the first car he fell in love with.

"Mine was probably a pedal car. It wasn't a toy car per se, like a Matchbox or a Hot Wheels, but I remember this small, I think it was rocket-ship designed — it had pedals, and you could run it with your feet."

"I would always try to go just as fast as I can down through the kitchen and down the stairs. It's all I wanted ... because I thought if I hit those stairs fast enough, I would just leave the house," he remembers. "It just ended up with my mom installing a safety gate. But I loved that toy."

Magrath didn't know at that age that he wanted to work with cars.

"I just knew that cars sort of represented something I could play with, something that I could go out and have adventures in," he says. "And it never stopped."

Kids' Cars Go Green

The connection between the fantasy world of toy cars and their real-life counterparts is absolutely direct — a highway that moves in both directions, very fast. Car companies license their designs to toy companies, and toy companies reflect auto trends in their merchandise.

At the intersection of those worlds is Felix Holst, the chief designer of Matchbox and Hot Wheels for Mattel, the toy conglomerate. He calls his home base in El Segundo, Calif., "the most wonderful place in the world."

Holst takes toy cars very seriously. He and his team design dozens of them a year, and they sell well over 6 million a week.

Holst's job is to listen to little boys and girls and give them (and their parents) what they want. What he's found is that the new generation of children — 3- to 6-years-olds — really cares about issues like green design.

"Six-year-olds are talking about green design in school. ... Six-year-olds are learning about energy conservation and recycling," he says. "They're learning about pollution. They're learning about gasoline engines vs. electric cars."

So Holst has been designing cars that signal to kids that they are fuel-efficient — that they represent something different than the experience their parents are having right now. He says car designers have to learn a new visual language to make cars attractive for modern children.

"What we're finding ... for kids is that driving is not — it's not an appetizing prospect," Holst says. "It's very difficult. It's very costly. It's dangerous. ... They're more connected now than they ever were before."

Selling Toys, Creating Customers

The companies that Mattel contracts with — that is, all the major automakers — increasingly have to talk that language to kids as well. Ford's Patrick Mulligan says companies like his go to great lengths to make an impression on kids through licensing deals.

"When a company makes a toy of a Mustang, and it's going to have an engine sound, we make sure that that engine sound sounds like a Mustang," he says.

Kids can tell the difference, Mulligan explains.

"They know a Ford from a Chevrolet from a Dodge from a Toyota, and they have their favorite," he says.

Before Mulligan was in the car business, he was in the toy business. He says that because today's children are less interested in brands, it's not enough to just get kids to know a Ford from a Chevy. He wants kids to know what Ford is about.

"It's things like figuring out ways to integrate SYNC ... into a toy so that children see how Ford is a company that's at the leading edge of technology," he explains.

Car companies are hoping that if they can interest these kids in driving now, they'll be drivers in the future — and that when they trade in those Cozy Coupes for highway-ready vehicles, they might be choosing between brands they recognize from their toy boxes.

Copyright 2018 NPR. To see more, visit http://www.npr.org/.

DAVID GREENE, HOST:

Often on this program, we've spoken about the Toyota Camry as the bestselling car in the United States, or the Ford Focus as the world's bestseller. Well, it turns out the dominance of the Focus and Camry is being rivaled by an ultra-compact car that's made here in the U.S. We're talking about the Cozy Coupe. The vehicle has zero emissions, and it's highly affordable. It has a red body, plastic yellow roof. It's powered by a parent's push or by a child's feet. You see where we're going. Turns out, the kinds of toy cars that kids play with today can tell us a lot about what they might want to drive later in life. Let's go for a spin with NPR's Sonari Glinton.

SONARI GLINTON, BYLINE: So, if you want to find out about the future of the transportation, there's no better place to come than a playground. I'm here at the Culver City Montessori, where kids are playing in one of the most popular toys, the Cozy Coupe.

(SOUNDBITE OF CHILDREN PLAYING)

UNIDENTIFIED CHILD: I have a car like mama and daddy.

GLINTON: Micah Card is a teacher at the Culver City Montessori School.

MICAH CARD: They really enjoy the Cozy Coupe cars, because it has a roof, it has a door to open. It even has a little gas, you know, nozzle. You know, they'll fight over those cars. They don't really care so much for the open-top type, because it's not as close an approximation to what their family drives. You know, they want to do what their parents do.

GLINTON: Kids are aware of what cars, buses and trucks do very early. Richard Gottlieb is a toy analyst. He says playing with cars is fundamental for boys and girls.

RICHARD GOTTLIEB: When they do these archaeological digs from Egypt or Rome, they'll find little horse and chariots. You know, they're primitive, you know, kind of, you know, that kids played with. And so I think the desire to roll things has always been there.

GLINTON: Gottlieb says the desire to play with cars hasn't changed, and isn't likely to. But what kids think about those cars, that's changed dramatically.

GOTTLIEB: From an aspirational sense, I don't think children aspire to drive as much as they used to. I think they aspire to have a cell phone, but not necessarily a car.

GLINTON: Driving as a rite of passage has diminished greatly in recent years. Teenagers today are far less likely, say, to get their driver's license on the day of their 16th birthday. And while cars still mean freedom, speed and escape for some, they also mean isolation, gridlock and pollution. And Gottlieb says kids pick up on that early. That's why you see more and more toy cars with faces. Sales of toy cars that have faces - like the Pixar film "Cars" - continue to grow.

GOTTLIEB: Because if you really think about it, the children are engaging the characters. They're not engaging the brands - maybe not great news for the car companies, but I think that is - probably signals some of the loss of prestige for driving among youth.

GLINTON: It used to go like this: kid falls in love with toy car, grows up, falls in love with real cars. That's how it went for Mike McGrath. He's an editor at Edmunds.com, where he test drives adult cars and writes about them. But it all started with toys.

MIKE MCGRATH: Mine was probably a pedal car. It wasn't a toy car per se, like a Matchbox or a Hot Wheels. But I remember this small - I think it was rocket-ship designed.

GLINTON: There is something about talking to grown-ups about their favorite toy. Listen to how Mike McGrath's whole demeanor relaxes as he talks about his most important toy.

MCGRATH: It had, like, pedals, and you could run it with your feet. And I would always try to go just as fast as I can down through the kitchen and down the stairs. It's all I wanted, was - because I thought if I hit those stairs fast enough, I would just leave the house. It just ended up with my mom installing a safety gate. But I loved that toy.

GLINTON: The connection between the toy car fantasy world and the real car world is direct - absolutely direct. And car companies take toy companies seriously, just as toy makers take the real car industry seriously, as well. I learned that when I stopped by to meet Felix Holst.

FELIX HOLST: Welcome to the most wonderful place in the world.

GLINTON: Holst is the chief designer of Matchbox and Hot Wheels for Mattel, the toy company in El Segundo, California. He's deadly serious about play. They sell about six million toy cars a week. And somewhere between where they design the Barbies and where they design the Hot Wheels is a race track. Holst challenges me to a drag race.

HOLST: Want to drag race?

GLINTON: Yeah, sure.

HOLST: It'd be wrong for you not to. I'll have to pull some cars together.

GLINTON: The track is about 20 yards long - 20 yards of Hot Wheels iconic orange track, that same orange track that has driven moms nuts for decades - right in the middle of the office.

HOLST: Three, two, one.

(SOUNDBITE OF TOY CARS ROLLING DOWN TRACK)

HOLST: Oh, the green design's not doing so well. My race, I'm afraid.

GLINTON: I'm always a loser.

Holst's job is to listen to little boys and girls and give them - and their parents - what they want. And what kids want can be a little surprising.

HOLST: This new generation is very, very switched on and really does care about green design, right? They...

GLINTON: Three to six?

HOLST: Three to six, yeah. Six-year-olds are talking about green design in school, right? They're learning about gasoline engines versus electric cars.

GLINTON: So Holst has to design toy cars that signal to kids that they're fuel-efficient. Kids want cars that are more innovative and more in tune with their values.

HOLST: The real world implications for kids is that driving is not - it's an appetizing prospect, you know. It's very difficult. It's very costly. It's dangerous.

GLINTON: Don't think that the car companies - the real car companies - don't notice this and take it very seriously. The car companies do everything they can to connect with their future customers: kids.

PATRICK MULLIGAN: We're communicating those brand values directly to another generation of consumers.

GLINTON: Patrick Mulligan works in the licensing office at Ford Motor Company, and he approves the toy cars. And when it comes to toy cars, Ford is extra careful.

MULLIGAN: When a company makes a toy of a Mustang and it's going to have an engine sound, we make sure that that engine sound sounds like a Mustang. That's going to matter if he's going to recognize that.

GLINTON: Mulligan says it's not enough for boys and girls to know the difference between a Ford and a Chevy, which they already do. When a toy gets made, he wants kids to know what the Ford brand means. And...

MULLIGAN: That Ford is onboard with what matters to, you know, the vast majority of people in the world today.

GLINTON: Kids included.

MULLIGAN: Mm-hmm. Kids included - kids especially, maybe.

GLINTON: Because the future of the auto industry depends on it. Sonari Glinton, NPR News. Transcript provided by NPR, Copyright NPR.