KIDS ACCESSORIES
COOL ACCESSORIES FOR KIDS
By Marcy Bruch

They run, jump, fall, leap, kick, and skip. That's what kids do. So you can bet that whenever you sell them eyewear, the care and repair of those glasses will be high maintenance. All the more reason to offer kids fun accessories so that protecting and cleaning their glasses is hassle-free.

Kate Savin, optician for Clayton Optical in Clayton, Ga., says that because kids play so hard, she recommends they store their glasses in hard cases. "If children carry their glasses in their back pockets, they're less likely to break on the playground when they fall," she says.

"Since most kids use glasses for reading only, I tell them to keep them in the case at all times unless they're in school or doing their homework," says Michael Landen, optician for Ideal Eyes of New York City.

"With kids especially, the care of glasses is part of the selling process," he says. "So I give them the both-hands drill: Use both hands to take the glasses on and off. And always place the eyeglasses right side up-not upside down-when setting them on a table. As obvious as it might seem, I also remind kids not to put their glasses on the floor while they're watching TV, because someone could come along and step on them. That happens more often than kids like to admit."

	A sampling of New York Eye kids' cases from Hart Specialties

Fun Cases

Sandy Authier, manager for Authier Miller Eyecare Clinic in Norfolk, Neb., says that whenever they sell glasses to kids, they let them pick whatever case they want to use. "We have four drawers full of kids' cases so they feel like they're going through a treasure trove of toys," says Authier.

"Some of the more popular cases feature hologram windows, where the image changes from a black and white check pattern to a soccer ball or a moving underwater landscape. Cases with gimmicks are also popular, such as flip tops and snap tops, colored clamshells, and rolling cases in a child's favorite color. Of all the optional accessories to give to kids, I'd say cases are the most important. It allows the child to express his or her personality," she says.

Manuel Mercado, owner of Spectacles in Pleasantville, N.Y., says, "I'll ask children if they like teddy bears or cars, then I show them a case that corresponds to their interest. If they like the case, it's more likely that they'll store the glasses properly when they're not using them."

Robert Silva, optician for a Child's View in Mission Viejo, Calif., agrees that one way to get kids to protect their glasses is by offering cases with novelty prints or playful gimmicks like flip tops. "Girls gravitate toward animal prints, and boys like any case that addresses their favorite sport. Cases with baseball, soccer, and basketball motifs sell best," he says. Silva also notes that while cleaning cloths are available in feminine prints for little girls, there aren't any cleaning cloths with prints geared toward boys. "Both our lens cleaners and cleaning cloths have our logos on them. We use them as an advertising vehicle," says Silva.

Clean Correctly

Another important part of the eyecare maintenance dialogue is showing children how to clean their glasses. Authier says that they always offer a free one-ounce bottle of lens cleaner, a case, and a cleaning cloth as part of a child's eyeglass package. "When you give kids a free bottle of cleaner and a cloth, they feel a strong sense of responsibility to take care of their glasses. If they run out of cleaner, they can either purchase a larger bottle, or we'll refill the one-ounce bottle for a dollar."

Michelle Krieger, optician at Smoke Family Vision in New Buffalo, Mich., warns kids not to use the coarse paper towels that are in schools to clean glasses. "They scratch the lenses," she says. "We advise them to use soap and water to wash their glasses as often as they wash their hands. And we tell them that if there's nothing else available besides those coarse paper towels, it's better to use their shirts to dry them. We also tell them not to chew on their glasses. It's a bad habit among some kids, so we try to nip it in the bud."

Even though many dispensers admit they have been remiss when it comes to offering more children lens cleaners, Hilco launched an alcohol-free lens formula targeted specifically toward children. Called Kids Clean, the lens cleaner is said to be both environmentally friendly and kid safe. "It cleans just as well as our other Shield lens cleaners," maintains Barbara Rzemien, product manager for Hilco. "And we think it will give dispensers a new add-on sale opportunity when they're fitting frames on kids."

Mercado says he prefers telling kids to use old-fashioned soap and water to clean glasses. "I think it's easier to teach them to clean with soap and water because it's readily available wherever there's a restroom. And if you can get them in the habit of washing their glasses the same way you teach them to wash their hands, it becomes second nature."

	Nanofilm's Clarity Sport Lens Care Pak

Effective Accessory Displays

Since A Child's View is a dispensary targeted exclusively toward children, there is an area dedicated just for children's accessories. "We house cases in a three-tiered case holder," says Silva. "Micro Clear offers a display unit to display our cleaning cloths, and cords are displayed on a rotating carousel. Our cases, cleaners, cords, and cloths retail anywhere from $6 to $10."

Other dispensers mix the kids' accessories with adult accessories because of space constraints. "The key is to make the accessories easily accessible to the kids so they can touch everything." Authier says. "Since 25 percent of our business is in kids' frames, we're about to open a new location that will include a play area with scaled-down furnishings and displays positioned at a child's eye level. This allows kids to touch and feel everything from the frames to the accessories," says Authier. "We place candy jars next to every seat. And the cases, chains, cleaning items, and sun clips are all within easy reach."

Children's Sun Clips

Another growing accessory item among children is sunglass clip-ons. "We have a display rack of generic sun clips for children that are in size 44 and they sell very well, particularly during the summer months," says Authier. "The polarized styles are especially popular with parents who take their kids boating or fishing a lot."

Landen, of Ideal Eyes, says kids really like the Retro Clips that he sells. "With the increasing awareness of sun protection, parents reason that a pair of sun clips are less expensive for their kids than a prescription pair of sunglasses." Still, Authier points out that some parents are hesitant to buy a pair of $35 polarized sun clips for children under 8 years old. "They're afraid the kids will lose them, so they're more likely to buy a pair that's around $19.99."

Another popular accessory for kids during the summer months is floating buoys, also known as "floaties" that can be placed either on the temple of the glasses or on cords. "They enable glasses to float on the water if they fall," says Authier. "Again, if parents take their kids on boats, they come in handy."

Cords and Chains

Many dispensers feel cords and chains are more appropriate for older people who wear readers than they are for kids. "Most of the kids I fit are far-sighted. They don't have to take their glasses on and off throughout the day like people with presbyopia do, so it's not worth it," says Mercado. Savin of Clayton Optical disagrees. "We do very well with Croakies leashes because they feature jungle animals and other novelty motifs on them that kids get a kick out of. And since losing glasses can be a problem among kids, whatever helps keep track of them is worth the cost," she points out.

Whatever the function of an accessory, dispensers say it's important to let kids know they must treat their glasses carefully. "At the end of each fitting, I tell them that these glasses are even more expensive than a Playstation, so take good care of them," says Krieger. "That explanation worked great on my son, so it usually drives the point home."