toystories
Growth and Expansion in the Wake of COVID by Allison White, Sugar B Sales
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nyone in the toy and retail industry knows how challenging business was in 2020, but not everyone could see the growth and opportunities that would come in the first half of 2021. In the wake of such a challenging year, the businesses that were quick to adapt have been the best equipped to expand. One long-time ASTRA member, Rob Pickering of Snapdoodle Toys in Washington state, was able to transition his business in the face of uncertainty. “We had a little head start,” he said, recalling how the city of Kirkland, Wash., was the first to document COVID-19 cases at the Life Care Center. He said he could see the coming impact. “People were freaked out, and we knew we’d have to stay home, he said.” Then the local school district closed, and Pickering knew that stay-at-home activities would start trending. “I was on an ASTRA call,” he said. “Stephanie Sala from Five Little Monkeys remembers me saying that puzzles were going to be big.” His foresight for trends and the coming challenges allowed him to adapt. Within weeks his stores went from having zero website presence, to a full ecommerce site. “COVID pushed our industry ahead maybe five years,” he said. “You had to do something - try new tech or offer curbside or touchless. We had to always be learning.” The learning curve carried into 2021 and when a local kids’ salon closed, Pickering saw the opportunity to expand his Seattle business. After 30 days of permitting and construction, part of their existing Seattle store was transformed. “We opened an eight-chair salon to use four chairs,” he said. “And we hired those employees because during the craziness of COVID, employees were our most important asset.” But Pickering wasn’t done expanding. In May, he opened a fifth store, located in Kirkland. He said shopping centers are eager to fill their retail spaces. “We were able to open the Totem Lake store for a more affordable lease,” he said. “Everything we think and do comes from ASTRA. How we can help each other and share what’s working right now. The toy business is really resilient.” That resilience can be seen not only with retailers, but vendors and sales reps too. “Having to respond to a challenge like this has been fun in a way,” said Damien Crocker, the sales manager for Juratoys US. “It
forces you to get back to basics.” Juratoys experienced growth and demand in 2020 when many customers came to them looking to fill certain basic categories where other vendors had fallen short. “So many customers rely on vendors for freight deals and dating terms, and we were happy to provide that,” he said. “The spirit has really been: what can we do? Then, what else can we do?” Juratoys used the opportunity of 2020 to upgrade their systems, establish their online presence, and expand their package of brands. Now in addition to Janod, Kaloo, and Lalaboom, they have added Lilliputiens, and WWF (World Wildlife Fund). The acquisition of Lilliputiens was another exciting addition. “It feels really special and high-quality,” Crocker said. “It encapsulates specialty business. We’re ready to get this really nice product on the market.” Both the new Lilliputiens and WWF collections will be in the Juratoys booth during ASTRA Marketplace & Academy. “We’re definitely going to the show,” he said. “A lot of the skills we have now are from ASTRA. The networking and seeing what’s working for other owners and just sharing our experience.” Past experience certainly played a role for Betsy Harney, principal of Sugar B Sales, in the decision to expand her showroom in Seattle Mart. She’s been in the children’s industry for 35 years and said she’s survived downturns in the past, such as the dotcom bust in California, and 9/11. But, she said, this time if felt different. “Our community rallied around their local businesses,” she said, noting that things seemed different within the industry. “During the pandemic, many non-children’s stores wanted to buy games and puzzles, and we really expanded our business.” When a bigger showroom space opened in the Seattle Mart, Harney took the opportunity to grow and better service their customers. “I wanted to be optimistic about my business and the goods and brands that we market to our retailers,” she said. “Expanding our showroom would assist with that.” Optimism certainly endures in the toy industry, and as things continue to reopen across the country, retail shows no signs of slowing. For Snapdoodle, their average sales transactions are still up. “Customers who are out shopping are there to buy,” ASTRA Pickering said. astratoy.org • July 2021
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6/29/21 3:40 PM
