DEMAND UP FOR EDUCATIONAL TOYS.

Byline: ENRIQUE RIVERO Now Open

Toy retailers are wising up to the demand for educational toys in and around the San Fernando Valley.

From franchises such as Learning Express Toys to rapidly growing chains like Zany Brainy, retailers are moving into the area in droves with toys that nix traditional - and sometimes violent - products in favor of playthings aimed at expanding young ones' intellect.

The San Fernando, Santa Clarita and Conejo valleys have the ideal consumer base for these products, the companies' officials say.

``It's the demographics - there's a lot of young families,'' said Meredith Emmanuel, a spokeswoman for Zany Brainy. ``Our stores cater to the ages of newborn through 12, which ties in with the Zany Brainy philosophy of early education and appropriate playthings for very young children.''

These specialized stores appeal to a middle- to upper-class segment of the population that is particularly concerned with the quality of children's education and willing to pay higher prices to improve it, said Jackie Fernandez, a partner in the consumer business group at accounting firm Deloitte & Touche LLP in Los Angeles.

And given that youngsters have access to computers at a younger age and the evolving educational requirements at schools, parents are looking for toys that exercise the brain instead of the trigger finger.

``Parents get tired of buying the Barbies and the guns,'' she said. ``They think, `If we're going to spend some of our money on toys, let's try to get an educational toy that's fun and will give our children an education, too.' ''

Gideon Ashoori, who opened a Learning Express Toys franchise in May at 25838 N. The Old Road in Santa Clarita Valley's Stevenson Ranch, said the area was an ideal location because of its proximity to schools. And it has the middle to upper-middle income bracket that looks for educational toys.

``The demographics is really the key issue,'' Ashoori said. ``There are a lot of young families; lots of housing developments; many, many kids.''

He said he is looking for sites for three more franchises between Camarillo and Pasadena, including in the San Fernando Valley.

King of Prussia, Pa.-based Zany Brainy also sees just such a market in the area - so much so that three of its stores have gone up this year in the San Fernando Valley area: one opened in May in Glendale, another opened July 30 at the Northridge Fashion Center, and a third is expected to open Aug. 13 in the Warner Center Marketplace at Canoga Avenue and Victory Boulevard in Canoga Park.

The chain - which specializes in gender neutral, non-violent educational toys - also has area stores in Valencia, Thousand Oaks and Pasadena.

All are located in family-oriented communities with plenty of young families, said Emmanuel, a North Hills resident and single mother of a 7-year-old daughter. These parents, like herself, are often too busy to closely monitor what their children play with.

Stores like Zany Brainy, she said, take some of that pressure off them.

``I don't have time to edit toys for appropriateness, and there are a lot of single parents in the same position here in the Valley,'' she said. ``I find it's kind of a relief to go to a Zany Brainy store. You know you can't go wrong.''

Toy stores aren't the only child-oriented businesses opening up in the area.

Fun Town, an indoor playground - or ``indoor kid-size play city,'' as the company describes it - opened its doors July 24 at 18411 Sherman Way in Reseda. The 5,600-square-foot playground ``encourages hands-on creative make-believe, which requires imagination.'' Hours are Monday, Wednesday and Friday 9 a.m. to 5 p.m., and Tuesday and Thursday 9 a.m. to 8 p.m. Cost is $5 for children 9 months and older; adults and children under 9 months are free. For reservations, call [phone].