The retail supergiant Wal-Mart recently announced that more than 400 of its stores — including 14 in Alabama — are now selling Bible-based toys, devoting 2 feet of shelf space to them.
Business leaders say offering such faith-based toys, music, books and other items is a trend that’s on the rise. Christian parents simply say it’s nice to have such products available if they want them.
The move by Wal-Mart, which will offer action figures based on such biblical characters as David, Samson and Jesus, has been preceded by the popularity of products such as those from VeggieTales.
And while the mainstream Universal Pictures will release “The Pirates Who Don’t Do Anything: A VeggieTales Movie” this January, the majority of VeggieTales’ sales still comes from Christian bookstores.
The Wal-Mart move marks the first of its kind to a non-Christian retail outlet and the first time the world’s largest retailer has carried a full line of religious toys.
According to Wal-Mart spokeswoman Melissa O’Brien, it’s because “[w]e’re seeing interest from parents in faith-enriching toys.”
“We see this as an opportunity to reach out to a core segment of our customers,” she said. “These are the same customers who buy Bibles and Christian music at our stores, and we think this is a wonderful opportunity to reach that part of our audience.”
Christine Allcorn, a member of First Baptist Church, Hueytown, and parent of four children, said she is often challenged to find the right toys, games, books and movies for her sons and daughters.
“It’s not easy to find things that enhance our beliefs,” Allcorn said.
“I think it’s great that Wal-Mart will at least offer these toys, and I will definitely check them out,” she said. “With the two boys, these are at least toys I’d consider.”
It is hoped that the action figures, created and distributed by one2believe, will rival Spider-Man, Transformers and other popular toys for boys.
The action figures line includes a set of 3-inch figures based on the story of Daniel in the lion’s den, a 13-inch Samson figure and a 12-inch talking Jesus figure.
One2believe founder David Socha said children are influenced by what they are exposed to and toys are something they engage with on a daily basis.
“If we can give them toys with the biblical truths that come from important Bible stories, it can have a great influence on their minds and souls,” he said.
Socha said his company’s move into Wal-Mart is a sign that retailers are recognizing the power of Christian consumers but those consumers are the most important aspect to the success of faith-based products in the marketplace.
He pointed to the success of movies like “The Passion of the Christ” and “Facing the Giants” and the various “Chronicles of Narnia” products, which came from the outpouring of support from the Christian community.
Opportunity to share gospel
“This, too, is the opportunity that we have with Bible-based toys,” Socha said. “If parents come out in force and support these and other toys, retailers will get the message and make them available again.”
While the toys meet a practical need for those Christian parents searching for a toy that emphasizes their morals and beliefs, Socha said he hopes another need will be met as well.
“We really have an even bigger opportunity to share the gospel with children who may not be believers or whose parents are looking for a way to introduce their children to Bible stories,” he said.
In Alabama, the toys are sold at Wal-Mart stores in Alabaster, Athens, Cullman, Dothan, Enterprise, Foley, Fort Payne, Hoover, Jasper, Montgomery, Phenix City, Prattville and Saraland.
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