7 minute read
Girls just wanna have fun! Focus on Girls Collectables
The girls have had it their own way for the past couple of years with the likes of L.O.L. Dolls taking the crown in all the polls. TnP asks if the category is still a dead cert for sales and how is it changing during the current climate?
Girls collectables has been a reliable category for most toy retailers over the past few years, spearheaded by the mighty L.O.L. Dolls, but with plenty of other contenders making their mark. According to sector experts Kids Insights, TV-related collectables are experiencing a surge in popularity, with the number of girls under 13 buying collectables related to their favourite TV shows increasing by 70 per cent in October-December 2020 compared with the same period in the preceding year). Cards and stickers are also popular in the collectables category, with girls aged three to 12 more likely to use their pocket money to buy stickers (+80 per cent) and trading cards (+33 per cent) in Q4 2020 compared with Q4 2020.
Spin Master - Hatchimals - Pixies
Meanwhile, Jelena Stosic, strategy director at research, strategy and creative agency Kids Industries, says: “Reporting in 2020, NPD data placed collectables as one of the ‘losers’ of lockdown, with sales of collectables dropping 29 per cent between January - May 2020 compared to the same period last year. She adds: “Perhaps unsurprisingly, during the same timeframe, games and puzzles were up 43 per cent, outdoor toys up 31 per cent and building sets up 17 per cent. The audience was looking for toys that would give longer-term interest and help keep children busy for a period of time rather than offer short-term delight. In addition, we’ve seen a rise of intergenerational play, which would have supported the sales of board games. “If we consider financial difficulty as part of the mix, too, and the fact that we’re very much living through a time when purchases will need to be more considered, it certainly looks like the next year could be very challenging for a number of players as well. Of course, many will thrive – but their success will require a careful consideration of product development, distribution and marketing strategies. “From the outside in, it seems that this is something the key players are responding to, as both Hatchimals and L.O.L. Surprise have been releasing bigger-ticket items suited for longer-term play in addition to their collectable lines. Also – and this has been important for a number of years now – brands are funnelling more resources into their content strategy, hoping to support and supplement their engagement as well as by word of mouth. “And – thinking about the trends – there is an important conversation to be had regarding representation in collectables. After all, collectables are little universes all by themselves and we need them to be more open, and more diverse. So, while we as industry folk seem to be discussing girls’ collectables as a separate theme, our audience is shifting into a world where gender is not a defining category. Can we follow them? Can we lead the conversation?’’
Holly Lackey, head of UK marketing at Basic Fun!, agrees that lockdown has affected the collectables market: “It’s been reported that the collectables category has felt the efforts of lockdown. Non-essential retail closures have impacted impulse purchasing, and school closures have reduced playground seeding. “With this being said, we’re in a very fortunate position, where we can say that our collectable plush ranges – Cutetitos, Care Bears Bean Plush, and Pound Puppies – have continued to perform strongly through lockdown. “We attribute this to the fact that our collectables overlap a couple of our toy brands, so they don’t rely so heavily on pester power and impulse purchasing. Take the Care Bears Bean Plush range: it sits within our Care Bears range, where it’s not just the pocket money priced Bean Plush that’s been popular – it’s the range as a whole. The nostalgia factor and the new content for the property have really diversified our target audience - fans young and old can’t get enough of the collection! “The other thing is that while these lines are very much collectable, they’re plush lines and kids can enjoy them for years to come. “Another reason we’ve continued to see strong online sales and grocery sales is that we’ve been quick to respond to the change in consumer behaviour. People are spending more time online and that’s where we’re focusing our marketing/PR efforts. We’ve ramped up our social media presence, and we’ve collaborated with high-profile Insta mums/dads and parent bloggers to heighten engagement with our brand portfolio.’’ The nature of the product has also helped Epoch making toys’ Sylvanian Toys, says marketing manager Suzie Howes: “2020 saw Sylvanian Families continue to grow as a key girls’ collectable. During lockdown customers place a higher level of importance on buying quality and educational toys to keep their children entertained, and Sylvanian Families fits both these criteria. The range is known worldwide for its high quality and durability, plus its long-lasting, imaginative play value. Being able to escape day-to-day life into the happy world of Sylvania provides children and adult fans with a much-needed break from reality.”
H. Grossman is another company that has seen great online sales of its collectables: “We have had a massive response to our pocket money selections, by packaging them in collections, which helped consumers buy online as well as in-store, says CEO David Mordecai. David adds that “the love for all things rainbow and unicorn helped - especially the focus on rainbows during lockdown’’. So what is the outlook for the collectables market? Basic Fun!’s Holly Lackey is optimistic: “There will always be a place for the collectables category. Collectables appeal to children’s natures. Kids love to collect things - these toys are little treasures to children. Collectables feed into the ‘token economy’ as kids collect each item, all while working towards a bigger prize! They also offer kids a way of connecting with other children. “As restrictions start to lift, schools start to reopen, and things return to normal, we’ll no doubt see the collectables market storm ahead again.’’ David Mordecai is also confident that engaging with the target audience and being agile reaps dividends: “We have really engaged with social media more than ever this year with weekly promotions across all platforms and some great blogger and influencer activity too. The outlook is buoyant.’’ Epoch’s Suzie Howes is also feeling upbeat about the future: “While there will be some challenges ahead, we have loyal customers who are willing to adapt to the changing market. The shift to digital shopping has allowed us to introduce the brand to new customers, engaging with them in a way that fits their changing lockdown needs.”
Ask the retailers
We asked: How have collectables sold during lockdown and has your marketing strategy changed?
Julia Wingate, owner, The Trading Post, Kingsbridge, Devon
“I actually changed a lot of my buying structure last year and decided to bring in a lot more collectable type toys because I think one thing we see is that we as adults love learning products (learning games, recycled toys, wooden toys or whatever it happens to be) but, when you watch my customers come in - and my customers are children - the toys they aim for are what they see on television. They want Barbies, Hatchimals, Twisty Petz by Spin Master and so on. So I did start introducing other brands last year including Polly Pocket from Mattel. I have to say, Polly Pocket is quite different now to what it was when I was a child, but Polly Pocket goes very well. The Cry Babies from IMC Toys did fantastically well, and they were supplied to indies only, which was great. Likewise VIP Pets were very popular. KindieKids did very well, as did the Bloopies Shellies from IMC Toys and again, they were for indies only so weren’t available in the chains. I used to stock L.O.L. years ago. I did stock the L.O.L. OMG Winter Chill range though and its done very well. Hatchimals, Twisty Petz and Twisty Girlz are also way up there on my best sellers list.”
Jade Oliver-Deacon, owner, The Toy Shop, Okehampton, Devon
Julie Murphy, toy buyer, Creaseys Department Store, Guernsey
