All those who play sports are vulnerable to potentially damaging their eyesight. Children, however, may not yet have well-developed coordination, balance, reaction time, and strength, making them more susceptible to injuries when they play sports.

Prevent Blindness America (PBA) estimates there were 12,957 sports and recreational eye injuries in children between the ages of 5 and 14 in 1997, the most recent year for which statistics are available. The majority of these injuries occurred in baseball and softball, closely followed by basketball. PBA notes that "almost all sports- related eye injuries are preventable," by wearing the proper protective eyewear.

Many eyecare professionals agree there is not enough public awareness of the need for sports safety eyewear. So, the education must become the bailiwick of each individual practitioner. "Every optician should be aware of bringing it up to parents," says Daniel Clinton, manager of Precision Eyewear in Bala Cynwyd, Pa.

Sometimes all it takes is a conversation with the parents and child outlining the purpose of sports safety eyewear. "We definitely tell them about the damage that can be done, but we don't get into scare tactics," says Thomis Buell, the owner of Tom's Sportique Eyewear in Boulder, Colo.

Buell, however, does like to relate a story about a buddy he played sports with while growing up in Michigan. "A friend of mine lived more than two hours away from an optical shop. His biggest fear was going back to mom with broken glasses. So, he held back whenever he played [games] and it affected his performance. If you are going to get into the game, you don't want this fear of broken glasses in the back of your mind," he says.

Industry consultant Tom Fefer, owner of TLC in Santa Barbara, Calif., suggests taking a factual approach by quoting the PBA statistics. "It is our professional obligation to inform parents that there is risk to the eye when children are involved in these sports," he says.

Doug Wright, the manager of Anspach of Summit, an optical dispensary in Summit, N.J., says it's crucial to involve the child in these conversations. "You have to sell the child on the idea," he says.

Aside from presenting the hard facts to young athletes and their parents, optical retailers can do a few other things to jazz up their sports eyewear sales to children.

Role models. Kids readily respond to photos of professional athletes sporting safety specs. Retired NBA player Kareem Abdul-Jabbar is probably the most recognized face in sports safety eyewear, but Clinton keeps photos of Horace Grant and retired football player Eric Dickerson on hand, too.

Dispensary decor. Thematic merchandising of specific sports is advisable, says Fefer. Be creative and set up mini basketball hoops or augment your displays with other sports items.

Don Teig, O.D., of the Institute for Sports Vision in Ridgefield, Conn., sets up seasonal merchandising displays using football helmets or skis and fake snow. The Institute also displays a collection of autographed sports items, as well as a variety of sports safety eyewear and goggles to show patients.

Kids Corner. A special section in the dispensary devoted to children is a great way of drawing attention to both dress and sports safety eyewear. Decorate it with pint-size colorful furniture and toys, and it's sure to be a magnet.

Enthusiasm. It's hard to sell something you don't like. "If you are going to do things in the sports area, then you should have an interest in sports," Teig says. Stay current with sports safety trends by getting on the phone and asking questions, he adds.

Community outreach. Contact local coaches to let them know that you specialize in sports safety eyewear, says David Killian, optical manager at Gray-stone Ophthalmology in Hickory, N.C. Offer to give lectures on sports injuries to local teams and booster clubs. If you are in a college vicinity, get involved with the sports medicine program.

Pricing. While most parents would never put a price on their child's safety, "package pricing" sports eyewear can sweeten the deal.

Killian offers a package deal on frames and polycarbonate lenses which gives parents a 20 to 25 percent savings. If he encounters any resistance from parents, Killian will often point out how costly it is to constantly repair dress eyewear if the child wears it during all activities. "Tell the parents that the child needs a second pair of glasses and that they are safer. They may not purchase the glasses at that moment, but a lot of times they will come back and purchase them."

Fefer notes that any retailer who wants to specialize in selling sports eyewear to children has got to take the merchandising and marketing aspects of it seriously. "There is continual denial in this industry that we need to be business people, as well, and to realize that merchandising is the key." EB