Toy-makers make pitch to U.S. Hispanic market.

Publication: The Miami Herald (Miami, Florida) (via Knight-Ridder/Tribune Business News)

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COPYRIGHT 2004 The Miami Herald

Byline: Christina Hoag

Nov. 18--For Fisher-Price, it's all in the numbers.

One in five babies born in the United States is Hispanic. Hispanics are 33 percent more likely to buy toys than non-Hispanics. Growth in the population of Hispanic kids younger than 9 is expected to outpace non-Hispanics by 23 percent by 2010.

Adding it all up, Hispanic families are a natural market for toys.

"This is not a hard sell," said Brenda Andolina, Fisher-Price's senior manager of marketing and brand development. She was brought on board a year ago to develop a campaign to pitch the company's early childhood toys to Hispanics.

LeapFrog Enterprises is another toy-maker wooing Hispanics in a...

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