THE INDEPENDENT
OPINION
“L.O.L. Surprise! took the volume of toys we could sell to heights we never thought our little business could achieve”: four new LOL Surprise Dance Dance Dance O.M.G. Fashion Dolls (Major Lady, B-Gurl, Miss Royale and Virtuelle) are the big sisters to fan favourite L.O.L. Surprise! dolls
A stroll down memory lane In his farewell column, the Secret Indie reflects on a decade in toy retailing
MAY 2021
From a retail aspect, things have changed so much, too. I never thought I would see people come into my stores, scan a barcode on their smartphone, and then buy the item on Amazon while they were standing right in front of said product on my shelf! As many will agree, this is an infuriating part of the job now: having a store full of toys to showcase the best products a parent can buy for their child, only to be used as a ‘see before you buy’ elsewhere. I personally would love to bar anyone who does that in my stores (if I thought there would be anyone left to sell to!). It’s heartless, careless and occurs every day. I think that shows the importance that I place on product. Despite the frustrations of competing with online retailers who seem set to hack the profit out of each other, I still believe the toy industry is wonderfully innovative.
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couldn’t get our hands on enough stock. I took a big risk on this line (partly because I believed we could sell it, but also because I had to save some face after constantly pestering my sales rep that we needed more stock). We were offered 1,080 pieces of the doll on 18 December. We took the stock in and sold all but 40 pieces before we closed for Christmas. What a result! L.O.L. Surprise! took the volume of toys we could sell on a daily/weekly/annual basis to heights we never thought our little business could achieve. What’s more, it wasn’t a one-year hit. MGA has done a phenomenal job in keeping this brand alive, and although they have been hurt with the pandemic and lack of footfall, it’s a testament that during all the madness of closures last year, we were still able to sell more than 2,000 pieces of the O.M.G. dolls. My personal highlight from a buying point of view comes not from toys at all, but from confectionary. We decided about four years ago to try a stand in each store that held 600 pieces of assorted flavours of lollipops. We found a supplier who could offer the terms we needed, and they were kind enough to send samples for families, friends and staff to try. The feedback was amazing. So, we did the deal and got the stock in. In all my life of wheeling and dealing - buying in clearance and promoting toys that were stacked to the roof - I’ve never achieved sales of more than 1,500 pieces per store per year on a consistent basis. Reflection is such an important part of life, and if I take nothing else from the flux of the current situation, I can look back over the last 10 years and recall many fond memories that keep me going - and help me focus on new memories that can be made once things get back to normal. Happy trading everyone.
The toy industry is wonderfully innovative
The wow factor Some of the products I’ve bought to sell in my stores over the past 10 years have been truly magnificent. They’ve really wowed kids - so much so that at times I’ve really struggled to keep up with demand and, as usual in this scenario, I could have sold five times what I had in stock. One of the best items I’ve seen in my time are the original Hatchimals from Spin Master. This was really ground-breaking: the unboxing or egg-cracking was amazing for kids. My goodness, even when I was travelling by taxi to the airport, the driver asked if I could get him one! I still struggle to believe how many of my favourite toys we’ve sold. I don’t work in a large business, but when Jakks Pacific brought out the Snow Glow Elsa Toddler Doll we
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s we look to get going after the latest lockdown releases its tight grip on us (a little bit at least), I want to take a complete turn and reflect on my past decade in the toy industry. I’ve spent the past few months complaining, dropping hints about stock issues (which hopefully were appreciated by my fellow indies and noticed by my suppliers), and raging about how we need to get things going again - so much so that I’ve run out of willpower to rant! So, as I write this, I can't help but think about how things have altered over 10 years. So much has changed: some for the better but a lot, in my humble opinion, for the worse. I’ve always been very focused on building relationships in the toy trade, and my suppliers have always worked really well with me because they like me. I never bang on desks or make threats, and I always treat everyone with respect. Thankfully, that doesn't set me apart from the masses as everyone is very nice to deal with. I always showed support to suppliers when they were struggling, or tried a range they weren't sure about, and did my best to drive sales so we worked as a partnership - and this approach did give me an edge; suppliers took note and started to help me out when things needed tidying up. From there, relationships blossomed, and I always knew we could find a solution to any issue, which made my working life more enjoyable. Little did I know how much more formal things were going to become. My major enjoyment of being a buyer - jotting notes on the back of napkins in bars until all was agreed and deals were done - has stopped now. Everything must be documented, recorded and signed off before any wheeling and dealing takes place, and that makes me sick!
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