Flash cards may be the oldest trick in the book when it comes to helping a student reinforce what he’s learned, but that doesn’t mean they’re passé. Today’s flash cards are incorporating new textures, activities, characters, subjects and sizes. Here, manufacturers of flash cards talk about the innovations they’re seeing, plus offer tips on selling more flash cards in your store.
1. In general, what subjects and age ranges do
your flash cards pertain to?
Theresa Gamble, Learning Horizons: Our topics include the Alphabet, Letter Recognition, Beginning Letter Sounds, Body Parts and Clothing, Addition, Subtraction, Number Recognition, Opposites, Colors, and Money. Most of the flash cards are written for ages 3 and up, but some of our higher-level math concept cards are geared more towards 5 and up.
Eno Sarris, Kumon Publishing: Our flash cards focus on early reading and math skills and are aimed at children ages 2 to 5.
Patty Seewald, Paper Magic Group: We have eight SKUs of traditional, paper flash cards, two SKUs of write-and-wipe flash cards and two SKUs of multi-pack flash cards, which include several different subject matters packaged together in one box. The traditional flash cards reinforce math skills (Addition, Subtraction, Multiplication, Division and Counting) and early learning skills (Alphabet, Colors and Shapes, and Phonics). The write-and-wipe cards are reading related, with topics such as Phonics and Sight Words).
2. What are your best sellers? Are you introducing any new flash card products? If so, what?
Theresa Gamble, Learning Horizons: Some of our best sellers are: Dora Numbers and Colors Flap Cards, Multiplication and Division Flash Cards, Multiplication Flash Cards, Blue’s Clues My Alphabet Flap Cards, Numbers Flash Cards, ABC Flash Cards and Addition Flash Cards. We just introduced Spanish/English bilingual cards and licensed flash cards featuring the Sesame Street, Muppets and LeapFrog characters.
Eno Sarris, Kumon Publishing: Kumon’s Write and Wipe Flash Cards: Uppercase Letters is our best seller. Next year, we will introduce Lowercase Letters and Telling Time, both in the Write and Wipe format.
Patty Seewald, Paper Magic Group: Our best sellers are the mathematical ones, especially Multiplication and Addition. We also do well with the Alphabet. Because flash cards seem to work best when they teach things that must be memorized (multiplication tables, letters of the alphabet), those are the subjects that seem to sell the most. We have found over the years that flash cards that just offer information (such as Astronomy, Life Science, Time and Money) don’t sell in as high a volume as the basic math skills.
We are working on some giant-size flash cards, which teach Alphabet and Numbers, using real photos. These cards are larger than normal (approximately 4 by 6 inches) and are meant for younger students. We are also exploring other subjects, like States and Capitals, and we are also looking into alternative ways to create flash cards, using various substrates and interactive features, for our 2008 lines.
3. Do you think the use of flash cards is increasing or decreasing?
What do you think is driving this?
Theresa Gamble, Learning Horizons: I think parents still use traditional flash cards for specific topics, like math facts. I also think many parents are using more digital or electronic products for learning, but traditional moms and teachers still see the value in flash cards. I think people are looking for flash cards that are different from what exists, or that are somehow unique, with a special feature or gimmick.
Eno Sarris, Kumon Publishing: We’ve found that the use of the lower quality, smaller flashcards is decreasing. The flip side is that our large cards, with the extra write-and-wipe feature, are popular. If your cards can offer versatility and more than one mode of use, they can still be popular.
Patty Seewald, Paper Magic Group: I think there are many more SKUs out in the market now because the cards are moving from the classroom to the home, where parents can help their children brush up on specific skills. I also think that with today’s larger class sizes, more teachers may be using flash cards as a tool for smaller groups to work by themselves in the classroom. There may be a group of students who do really well in math and need an activity that challenges themselves further, apart from the rest of the class. Conversely, if there is a group that needs extra help, they can use flash cards to work among themselves and help each other learn.
4. What trends are you seeing in this category? (Innovations? New subjects? Different age groups?)
Theresa Gamble, Learning Horizons: We have seen flash cards with texture, oversized flash cards, bilingual flash cards, plastic-coated cards, and cards with an easy-to-use storage box.
Eno Sarris, Kumon Publishing: I have seen innovations that include making a game out of the flash cards, which is always popular with children.
Patty Seewald, Paper Magic Group: There are more flash cards coming out that use licensed characters or artwork to teach traditional subjects like math and phonics/reading, but I see this more in the mass market than the school market. I’m seeing a lot more actual photography on flash cards, as opposed to hand-drawn or painted illustrations. I also have noticed that some manufacturers are decreasing the card count in the boxes and sometimes the size of the cards themselves, in an effort to lower their prices. In some retail stores, flash cards are almost becoming a commodity, with extremely low prices.
5. How can flash cards help kids learn? Are they best used by a child alone, with another student, or with an adult?
Theresa Gamble, Learning Horizons: Flash cards can be used in multiple ways, with multiple age groups and with children who have all kinds of learning abilities. They can be used as a tool for simple rote learning, as a drill-and-skill type of practice where a child or parent quizzes the learner about facts. Parents and children can also play fun games with the cards, including memory, giant steps, drawing and telling stories with the cards, sorting games, hidden card games and many other activities that can make card use more interactive and fun. All of these games and activities can help build language and promote vocabulary building. Children can also use the cards independently or with siblings, peers or adults.
Eno Sarris, Kumon Publishing: Like most learning aids, flash cards can be useful tools in different situations. Ours are designed so that a child can use them with adults as well as by themselves. We chose the large size because it emulates the size of a parent’s face, and young children receive information best in this format. The write-and-wipe component should start with a parent’s help, but children can continue later on his own.
Either way, the object is to learn by repeatedly writing. We’ve found this a more engaging and effective way for children to learn versus the traditional method of memorizing the flash cards. Our cards still have a front and back that can be used traditionally, but have the added value of the write-and-wipe component.
Patty Seewald, Paper Magic Group: Ideally, I believe flash cards are best utilized by a child with a parent or teacher, so the adult can correct things the child might not know. However, I think it also depends on the subject matter. If it is a subject that requires memorization (like Multiplication or States and Capitals), and the answers are printed on the back of the cards, it could work all three ways: a student alone can self-correct, two students working together can correct each other, or an adult can correct the student.
I’ve seen some sets of cards that are not memorization tools, but are more like trading cards, with facts and photos of different subject matter. A child can use these cards by herself, just reading and learning, similar to reading an almanac or a nonfiction magazine. If the cards are colorful and entertaining, they can engage the student and motivate her to keep reading and learning.
Since flash cards are small and portable, they are great for the car, so they can be used on long car trips, or just to help pass the time driving between activities. And they don’t need batteries!
6. What should a retailer consider when deciding which flash card sets to carry?
Theresa Gamble, Learning Horizons: Retailers should consider decks that appeal to young children, either with favorite licensed characters, interesting new art styles or unique features. They should also look for cards that teach important concepts in a way that makes learning more enjoyable. Packaging should be easy to open and reuse, and should really show the consumer the value of the deck. Novelties or add-ons are good eye-catchers for consumers as well, so decks that are oversized or have a tangible feature, such as a unique texture, are exciting for consumers.
Eno Sarris, Kumon Publishing: I might be biased, but I would avoid cheap-looking, small, traditional flash cards that rely on memorization and instead look for innovative, high-quality products that have added uses and value.
Patty Seewald, Paper Magic Group: Dealers should start with the basics, such as the math SKUs (especially Multiplication) because those will sell the most. They should think about how people use flash cards to help in memorization of basic facts and stock cards that help students do just that. Once they fulfill the basic needs, they can round out their collection as space allows with colorful cards that can be used effectively in a small group setting, by students alone or in pairs.
7. Any tips on how a retailer might boost sales of this category?
Theresa Gamble, Learning Horizons: Place flash cards in the toy aisle on clipstrips near other coordinating licensed products or educational toys. During the summer and back-to-school seasons, advertise any promotions of flash cards, such as a percentage off or buy one/get one free. Cross-promote them with other licensed products, educational products or toys.
Eno Sarris, Kumon Publishing: Effective flash cards are a versatile item, and they can definitely work at the front of the store because of their size. Our flash cards are part of our educational program, and would also make sense next to our workbooks.
In any case, keeping them at, or near, eye level goes a long way toward letting parents know they are there. Also, if the cards are part of an educational program as ours are, literature about the program in general, in “Shelf-Talker” form, can help.
Patty Seewald, Paper Magic Group: Offer discounts when companion sets are purchased (for example, 20 percent off Subtraction when you purchase Addition, or a sale on Multiplication and Division when they are purchased together).
Push flash cards at times of the year when small, portable items work best for consumers. Suggest them as Easter basket stuffers, summer travel activities, or Christmas stocking stuffers.
Merchandise all flash cards together in addition to grouping them with the related subjects. If all flash cards are in one place in the store, they can create multiple add-on sales because a customer can see that there are more than just math cards, for example.
In addition to a specific flash card section, you can still cross-merchandise the items within the related section (Multiplication cards in the math section, States and Capitals in the social studies section). This way, you will catch both the consumer who is looking in the math section, and the casual shopper who is browsing all flash cards.
Flash Cards for Babies?
You may or may not be aware that more companies are making flash cards aimed at babies. That’s right. Infants 9 months old and up are the target audience for these learning aids. Shapes, colors and animals are a common focus, but you can also find more complex, unusual topics, such as foreign languages.
Baby Einstein’s Language Discovery Cards include pictures of common objects with each object name translated into English, Spanish, French, German, Hebrew, Japanese and Russian. (A pronunciation guide is included.)
It’s this sort of thing that adds value to flash cards for babies, says John Feinour, assistant manager for the Baby Einstein Company. “I think flash cards force parents to interact more with their kids. For example, the front of the flash card might show a duck, but on the back there are facts about the duck that parents can read to their baby.”
Other infant flash cards are getting more tactile. “We just introduced our Baby Noah Touch and Feel Discovery Cards,” says John. “These cards add another sense to the mix for babies.”
Amazing Baby flash cards from Silver Dolphin mix animals and textures. The large size cards (4.5 by 7.5 inches) include instructions for games and activities. These cards are recommended for ages 1 and up.
If manufacturers want to appeal to babies’ senses, are flavored flash cards next? Probably not, but publishers do take into account the heavy wear and tear a flash card set will get when exposed to an infant. Materials such as hard laminated cardboard can help the cards keep their shape.
“Flash cards can be a supplement to books for teaching babies basic concepts,” adds John. Flash cards are becoming more than just drills for students; they’re a new toy option for babies as well.
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