The kid's novelty category can be compared to a teen trying to establish his or her identity.
Retailers have different opinions on where and how to merchandise this small but profitable segment. Its items are often relegated to shippers strewn throughout the store. Permanent shelf space is rare, buyers told SN, because of the in-and-out nature of the category as well as its high rate of impulse sales.
If nothing else, the segment seems to be crying out for attention -- so