The MD Interview - with Gibsons MD Kate Gibson

Fit for the future

This month TnP talks to Kate Gibson, managing director of Gibsons, which was founded by her great-grandfather Harry Percy Gibson in 1919

What’s your background?

I studied English Literature at university before working for Men’s Health magazine and then for the charity Breast Cancer Care in its fundraising and marketing departments. Joining Gibsons in 2005, my fi rst role was in operations. But I quickly moved across into marketing and product development, gradually becoming more involved in people and strategy, before becoming managing director in 2016.

Tell us about your company.

Gibsons is a British family business with a strong heritage. We produce games, jigsaw puzzles and playing cards for all generations. Our company is all about ‘bringing people together’ be it through our products, the responsibility we have to the community and the world around us, or by making Gibsons a great place to work.

What’s your working week like?

No two weeks are the same. I try to keep big meetings to MondayWednesday, as well as one-to-one meetings with my team. We have virtual team chats twice a week; a chance to grab a cuppa and chat about things other than work with team members. And making time for exercise defi nitely keeps me sane and more resilient! Costs are rising across “ the board. Whether it’s the freight situation and costs associated with container shipping, or the price of board and raw materials, suppliers will be navigating their way through this challenge for the foreseeable future ”

What’s keeping you busy?

Gibsons has experienced a rapid period of growth and we are focused on ensuring the company is fi t for the future in every sense, whether it be our systems, processes, production capacity or resources.

How has trading been for you so far this year?

products in 2020, we are continuing to see the trend continue both domestically and internationally.

As well as turning 102 years old, so far in 2021 we have taken on six new members of the team. It’s great to see so much development and innovation taking place.

This year we launched our Made For You puzzle service, allowing people to upload their own photo memory and create a personalised jigsaw puzzle.

Other highlights include winning the commemorative & collectable category of the 2021 Gift of the Year Awards (organised by the Giftware Association) for our Rainbow Heroes jigsaw puzzle - we donate £2 to the Samaritans charity for every product sold.

We also recently appeared in ITV4’s Made In Britain series, which followed the journey of one of our jigsaw puzzles from conception to shelf.

And a personal highlight has to be receiving a letter from baking royalty Mary Berry, congratulating us on our puzzles getting her through lockdown!

What changes have you made in light of the restrictions that Covid-19 has created?

Like all businesses, we’ve had to adapt to home working, ensuring we have the technology and systems in place for this. The restrictions have at times slowed production, which has been hugely frustrating but essential to keep our teams safe.

Gift of the Year winner: The Rainbow Heroes 500-piece circular jigsaw puzzle celebrates the heroes who continue to help us through the pandemic, from nurses and doctors to delivery drivers and emergency services. To say thank you, Gibsons donates £2 from every Rainbow Heroes puzzle sold to the Samaritans charity

Merry Mischief Jigsaw Puzzle Advent Calendar: Gibsons’ advent calendar contains 22 festive jigsaw puzzles as well as puzzle glue and ribbon, so you can craft your own Christmas decorations. The puzzles come in four festive shapes

What challenges does working from home present?

Working from home has been challenging at times, but it also brings positive change and a realisation of how productive teams can be from home. It has given us a window into a world where we work smarter, more fl exibly and with a greater understanding of each other.

You can’t replace face-to-face contact and the ideas generation and problem solving that happens when people are in the same room. But we are excited to move forward in a world where there is a balance of home and offi ce working, and we will embrace the opportunities of both.

What opportunities has the pandemic created?

We’ve been very fortunate that demand for our products soared during lockdown. It’s probably been the most challenging year of my career and one of Gibsons’ most challenging periods, but it’s brought many opportunities for the company, such as building relationships with new customers, growing our own website and understanding of the digital world, and developing our people to meet the needs of the business.

Apart from Covid-19, what’s the biggest challenge and opportunity facing toy suppliers?

Costs are rising across the board. Whether it’s the freight situation and costs associated with container shipping, or the price of board and raw materials, suppliers will be navigating their way through this challenge for the foreseeable future. This also extends to retailers, as prices will inevitably have to rise.

For some companies, this may spark innovation and opportunity longer term, to evaluate manufacturing options and the supply chain.

What are your core goals for this year?

We are working hard with our partners to ensure we can increase capacity by investing in new machinery, IT, systems and processes - all of which should ensure we are able to meet the demand we are experiencing and be better set up for the future. We are continuing to prioritise our Green Game Plan to ensure we are a more sustainable business, and our goal is to be carbon neutral before the end of the year. change in the way people are shopping have really impressed me.

Any big product launches we can look forward to?

This year we launch the latest version of our awardwinning advent calendar jigsaw puzzle, and I can’t wait to see our new game Out of Order on shelves later this year: it’s a trivia game with a great twist!

Where do you see opportunities for growth?

We are seeing strong growth from all sectors, which is really encouraging. The business we are doing with indies is very important to us and has been in growth during the past 12 months. We are also seeing uplift from our key accounts and a lot of untapped demand internationally. We’ve been very fortunate “ that demand for our products soared during lockdown. It’s probably been the most challenging year of my career and one of Gibsons’ most challenging periods, but it’s brought many opportunities for the company ”

During your time in the toy industry, which retailers have impressed you most and why?

The past year has tested retailers across the board. I have huge admiration for the way some of the indies have adapted and found ways to support their customers and continue to trade. Whether indies or key accounts, those that have embraced technology and brought in new customer experiences to refl ect the

Made For You: this personalised photo puzzle service takes unforgettable moments and turns them into a lasting and unique gift. Each personalised puzzle comes in a choice of a blue, grey and cream box with the option to add your own message. The puzzles are handcrafted in the UK and made from 100% recycled puzzle board and FSC paper What’s the biggest change since you joined the toy industry?

The changing face of the high street and the onset of online selling.

What one change would you like to see in the toy industry?

Supported by the BTHA (British Toy & Hobby Association) and groups such as Products of Change (a global educational hub aimed at driving sustainable change), companies in the toy industry are making great progress on their journey of sustainability. There is still so much to do though, and the more we collaborate and learn from each other, the better chance we have of making things better.

What’s the most rewarding aspect of your job?

Bringing people together and making Gibsons a great place to work. Engaging our employees, developing and coaching them, and creating a culture where we are driven to achieve things together for a purpose that is bigger than each of us.

What’s the most challenging aspect of your job?

At the moment, it has been change management on every level. But there is no doubt we are fortunate to be in the position we are in, following a very diffi cult year for many companies.

Which of your achievements are you most proud of?

As a woman, I’m proud to be leading one of the companies in the toy industry alongside two other great female directors, and I’m encouraged by the progression that is now taking place.

What’s your earliest memory of your toy career?

Visiting the Toy Fair when I was about 12 years old and watching Trevor and Simon from Saturday morning TV help Gibsons promote its ‘How many games of Uno can you fi t in a Fiat Uno?’ campaign. We were the UK distributor for Uno at the time. [Comedy duo Trevor Neal and Simon Hickson appeared on BBC1’s children’s series Going Live! (1987-1993) and Live & Kicking (1993-1997)].

What toy or game do you wish would make a comeback?