Retail Interview Usman Ali Ahmed, co-owner of Toys4you in Sutton Coldfield, talks to TnP

From clicks to bri

Award-winning fledgling retailer Usman Ali Ahmed, co-owner of Toys4you in Sutton Coldfield, talks to TnP about his fast rise to success

What’s your background?

I was a director of a digital marketing agency, with a background in software development and digital marketing experience for about 20 years. My friend, who is a partner in the business, has about two decades of retail experience running a successful Asian bridal brand, which is well known locally and internationally.

Tell us about your business.

Toys4you is run by me and my wife Mehak Rauf (director), along with my friend Arihant Parekh (retail adviser) and his wife Nakita Parekh (director).

The business started off from our bedroom when we decided to sell excess toys, which we had purchased for our children. As I had experience of making websites and digital marketing, I created an online store, which launched in April 2020 and sold some of the toys. My wife and I then decided to take it further and made connections with suppliers and started selling online.

In a few months, we were inundated with orders, and had to move our stock from our bedroom, conservatory and outhouse to a warehouse.

At this point, my friend (who was already running several successful businesses) joined us and we opened our bricks-and-mortar store at Gracechurch Shopping Centre in the making kits and so on.

We also take learning and development in children seriously, so we focus on learning toys such as snap cards, little puzzles, time-telling clocks, games for preschoolers, and sensory toys such as light-up balls and play foams. We also stock toys for making bathtime fun

There are lots of cars - collectables, remote control, smart watch controlled, automated bump and go – plus racing tracks and make-your-own model car kits. Our locomotive range extends to fire trucks, construction vehicles and recycling trucks, police vans, ambulances, courier companies vans and farm machinery models.

Our range then moves on to Dino world, with lots of dinosaurs, hatching from eggs, baby dinos and full range dino tracks with cars to transport dinos.

We cater for little musicians with drum kits, guitars, xylophones and headphones, while our sports section includes balls, soft balls, tennis rackets, basketball kits, table top football, and air hockey.

For game lovers, we have a wide range of toy guns including tin alley, air shooter, Nerfs and super soaker water guns. Handcuffs are also on hand for the cheeky ones!

Magical Little Kingdom is in our store too, with Ben and Holly figures and their potion classroom. This is accompanied

We think good-quality, “ interactive toys have a bright future. We will be expanding our range keeping this in mind ”

West Midlands town of Sutton Coldfield in April 2022.

Looking at our success in such a short period, we met with [buying group] Toymaster at its May Show in Harrogate last year. Toys4you is now a member of Toymaster, so the business is streamlined.

Finally, we have a policy that a percentage of our profits goes to a charity called Humanify UK, which supports and empowers underprivileged children.

How did you feel when you heard the news that you were the winner of the best independent giftware retailer category of The Progressive Preschool Awards 2022?

Very excited! It was a bit unexpected as we were up against very strong contenders. But we are proud of the acknowledgement received for all the hard work of all the staff and team.

How would you describe your range?

We stock most of the famous national and international toy brands; we stock toys for preschool kids, such as shape sorters, rattles, chairs to support kids when they are learning to sit, walkers, hoopers, trampolines, soft toys, dolls, roleplay kitchens, tool sets, pretend ice cream shops, cleaning sets, pretend food, stationery (which includes colour pencils and sticker books), jewellery-

Sellers

■ Jazwares

Squishmallows ■ Ty Squish-a-Boos and

Beanie Boos ■ Mojo figurines ■ Asmodee Pokémon ■ The Noble Collection

Harry Potter merchandise

From clicks to bricks cks

by the world of Harry Potter, with wands, house-based pins, chocolate frogs, Hedwig owl, and Marauder’s Maps.

We stock Marvel lights for kids’ rooms, jellyfish lamps, and block building brands such as LEGO and Playmobil.

Science experiments kits, puzzles, Pokémon plush and cards are some of the ranges for kids and grownups.Toys4you also offers play tents, keychains, bag clips and fidget toys, which are hot sellers.

We sell ice cream in our shop. “We even have an ice cream maker kit, slush maker and candy floss maker. Lastly, adults will find paintby-numbers, engraving art kits, 1,000-piece puzzles and family games.

Overall, 2022 was good for us as we joined Toymaster”

How many brands do you carry?

Key names include Fisher-Price, Squishmallows, Spin Master, Disney, Top Model, Simba, Rainbow Designs, 8th Wonder, LEGO, Playmobil, The Noble Collection, Warhammer, Hot Wheels, Ravensburger, Asmodee, Raster, John Adams, Peter Kin, Zuru, Kplay, HGL, HTI, Siku, Mojo, LOL and Ty.

How many suppliers do you deal with?

Some of them are: Jazwares, Hasbro, Moose Toys, Mattel, Character Options, ABGee, Padgett Brothers, Coiledspring Games, and Simba Toys.

How do you find products?

We go to trade shows such as Autumn Fair, business shows, and licensing conferences - and we closely watch trends in the digital world and on social media. We keep track of industry trends and have access to data on what other stores are buying. We also sit down with advisers and sales representatives and make a selection on the brands and products we need to stock.

What categories are proving popular?

Hot sellers are soft cuddly toys such as Squishmallows, LEGO, Playmobil, cars from Hot Wheels, and toys based on TV shows such as Bluey and In The Night Garden, or Netflix series like Gabby’s Dollhouse. All-time favourites are Disney - and Pokémon has made a comeback.

What lines have you started stocking recently?

Puzzles, games and science are recent additions that are popular.

How is trading for you?

2021 was positive as we were an online business and our sales were healthy during lockdown. So, while it was quite challenging, it was good for us and gave us confidence to move into bricks and mortar. 2022 was a tough year due to the costof-living crisis. However, as a business, we try to find a positive from all the negativity that’s going around.

People are now conscious of what they are buying and have become savvier, so they are after quality stuff at an affordable price - and that’s what we are currently doing. They are purchasing toys and brands that last longer instead of cheap tat because they want their money to go further. But for birthday (and Christmas) gifts, we’ve seen that people are looking for bigger-boxed toys rather than smaller items.

But overall 2022 was good for us as we joined Toymaster and the brands we stock have massively increased. Online sales have dropped, which is natural after the pandemic: people prefer to shop in-store more.

Where are you taking your toy offering next?

We think good-quality, interactive toys have a bright future. We will be expanding our range keeping this in mind.

What’s next for your business?

Building our brand and encouraging people to buy ‘local’ and support individual retailers rather than big chains which treat toys as a profit commodity, rather than providing an in-store experience to shoppers.

What is most challenging?

Currently, it's price wars with the big chains, and staffing.

What is most rewarding?

I still cherish seeing my children’s smiles whenever they cuddle and play with their toys, and I get the same feeling and enjoy the moment at the till when little ones walk out of our shop with a thank you and a smile, holding their favourite toy in their hand.

Last but not least, it's all done for a reason: to support a charity which empowers underprivileged children.