TECHED OUT STUDENTS, FAMILIES MAY SPEND UP TO $101 MILLION FOR LATEST BACK-TO-SCHOOL GADGETS.

Byline: Candice Choi Staff Writer

Forget the PeeChee folders and pencil cases of yesteryear. Kids are demanding iPods, cell phones and an array of blinking gadgets to gear up for the school year ahead.

High school sophomore Ray Perez said he used to clamor for pencil boxes when he was younger. ``Now all I need is a pencil,'' said Perez, an Oxnard resident who was browsing the aisles at the Fry's Electronics store in Woodland Hills. Perez was looking for CD players and cases to keep him properly entertained and accessorized this fall, among other goods.

And he isn't alone.

Families are expected to spend about $101 million on electronics this back-to-school season, about 15 percent more than the $86 million they shelled out last year. Nearly half of parents and kids surveyed by the National Retail Federation said they put electronics or computer-related equipment on their shopping lists this month.

These families will spend an average of $242 each on everything from calculators to laptops, according to the NRF.

``Computers, cell phones, PDAs - they want more and more electronics,'' said NRF spokesman Scott Krugman.

Having the right gadgetry is part of staying in style, but the call for electronics has an academic bent, too.

Reseda high schooler Brenda Coronado stopped in at Best Buy to get software for a faster Internet connection. ``I won't have to wait as long when I'm doing my homework,'' she said.

Coronado uses the Internet to do her homework at least once a week - something she never did just a few years ago.

A survey by Circuit City of 2,200 students found more than 90 percent of those in college said a computer is their most useful item for studies. Nearly 60 percent said their schools either require or recommend owning one.

Electronic goods retailers like Best Buy and Circuit City are more than ready to help outfit students with the necessary gear.

Circuit City has guidebooks in its stores outlining the computer requirements at more than 800 major colleges and universities nationwide. The Richmond, Va., chain even provides a checklist of essential items for kids entering ``the learning zone,'' like MP3 players, digital cameras, ink cartridges, Ethernet cards and surge protectors.

To attract parents and kids on the hunt for such gadgetry, the Best Buy in Woodland Hills offers a variety of special packages in August, said store manager Tony Ohannessian.

Cell phone peddlers are ringing up some change answering the call for electronics, too.

According to a survey by Shopping in America, 25.5 percent of students say mobile phones and calling plans top their lists for anticipated spending other than for clothing and accessories. That slightly edges out the 24.5 percent who say old-fashioned school supplies are a priority.

It's no wonder Sprint, Cingular and T-Mobile are offering back-to-school deals and rolling out ad campaigns featuring phones with cameras and text messaging.

T-Mobile is even using underground marketing for the Sidekick II, a trendy cell phone slated for release this fall. Meanwhile, Cingular's ``Don't miss out on cool phones for back to school'' ads spotlight phones touted as ``cool and stylish.''

This is just the second year NRF surveyed families on how much they plan to spend on electronics, but spokeswoman Ellen Tolley said it's an area the group expects will expand exponentially in coming months and years.

``The good news is prices are going down, so many families are finding the merchandise extremely affordable,'' Tolley said.

Candice Choi, [phone]

candice.choi(at)dailynews.com

CAPTION(S):

2 photos

Photo:

(1 -- color) At a Circuit City store in Chatsworth, Ignacio Valdez helps son Jorge, 23, shop for a new laptop computer.

John McCoy/Staff Photographer

(2 -- color) T-Mobile is using underground marketing for the Sidekick II, a trendy cell phone scheduled for release this fall.

Richard Drew/Associated Press