Toy Talk - retailers share their reopening stories

Talking retail If you would like to take part in Toy Talk, we’d love to hear from you. Please email clare@lemapublishing.co.uk

TnP loves to hear your views. In the week that nonessential shops rolled back into action, we asked retailers to share their trading experiences

Amanda Alexander

Owner, Giddy Goat Toys Didsbury, Manchester

Tell us about Giddy Goat Toys. It’s a small toy shop in the suburb of Didsbury in Manchester. We opened in 2012 and although small, our store punches above its weight in terms of the amount and variety of stock we have in here! Our range is varied but I cherry-pick products that I think have lots of play value or give value for money. I deal with about 25 suppliers and stock the main brands such as Lego, Playmobil and L.O.L. alongside wooden toy ranges from Amanda with Playmobil Polly, who is happy to be back outside the shop after being in isolation for three months Le Toy Van and Big Jigs, Orchard Toys puzzles and games, a big selection of books and lots of arts and crafts stuff from Galt, Top Model, Djeco and Interplay. There’s a Papo stand, a pocket money bay and an outdoor toys stand, along with action toys such as Robo Alive and Goo Jit Zu, plus loads of cards and wrap.

I think it’s the variety that people like. Both in-store and online, I try to make sure there’s something for everyone in terms of interest and budget.

“I’m feeling How was reopening for you? positive: Great! Monday 12 April was busy with queues outside at some parts of the day. The rest customers are of the week was good – not overwhelming pleased to see but steady – and certainly above what I us and there’s would normally take on a weekday. So there is definitely pent-up demand. I’m feeling definitely pent- positive: customers are pleased to see us up demand” open again and there’s a great buzz. Have I missed them? Yes, I have! Obviously from a financial point of view we’ve missed having footfall, although online has kept us going. But I’ve missed the banter with the kids and grown-ups. What do you think of the government’s suggestion of staying open until 10pm? To be honest, shops in the Trafford Centre and the Arndale Centre in town are already open late. As we’re in a suburb it wouldn’t work for us unless everyone in the local high street did a concerted effort. But I think given that we’re open seven days a week as it is, most people can get to us if they want to. What’s been selling well for you so far? Footballs and frisbees. Otherwise it really is a mix of things: games, craft, LEGO and Robo Alive dinosaurs. Have there been any surprise purchases? I think the boy who chose a Super Soaker Nerf gun might have been a bit optimistic - and I think his parents might be in for a surprise when that’s loaded up and they realise that although the sun may be out, it’s really not that warm!

Amir Yusef

Owner, Totally Awesome Hebden Bridge and Halifax in West Yorkshire; York in North Yorkshire

Tell us about Totally Awesome. We launched in 2017 in Hebden Bridge. A second store followed a year later at The Piece Hall in Halifax, and a third store opened last year in York. We stock a wide range of high-quality cool toys, games, outdoor and street sports equipment, generally not found on the high street. “It’s important

Key categories are skateboards, for us to have scooters, kites and other outdoor people walk toys, games, puzzles, RC and juggling props. We have about 30 through the active suppliers and key brands door because include Asmodee, SLAMM, Spirit of Air, Waddingtons, FTX (RC), Big Potato Games, Oddballs our stores are quite interactive Juggling and Enuff. and many of our How was reopening for you? products sell Very good. We made lots of well because we improvements in lockdown and had the chance to source new products despite manufacturing demo them to customers” and supply chain challenges. Reopening was very busy with above average sales. We had only two days where we had to ask some shoppers to wait at the door. Customers have been really accommodating, patient and respectful of our Covid changes.

It’s very important for us to have people actually walk through the door because our stores are quite interactive and many of our products sell well because we demo them to customers.

What do you think of the government’s suggestion of staying open until 10pm? I don't see the point. Footfall generally tails off by 5pm and families want to go home to have dinner and settle for the evening. So do we and our staff. What’s been selling well for you so far? Skateboards, kites and flying toys continue to do well for us. Family games and puzzles also remain popular.

Richard Barsley

MD, Barsleys Department Store Paddock Wood, Kent

Tell us about Barsleys.

ber [before Lockdown 3]. Then it was quieter: people We are one of the few family-run traditional department stores in the area. Now in our fourth generation, we are pleased to celebrate 130 years of trading. We provide a wide range of products and services including toys. Our range includes products from companies including LEGO (always our number one seller), Playmowere cautious to come out. Shoppers have a lot more confidence now and thankfully we’ve not seen any bad examples of social distancing, which was a concern of mine. Customers are so pleased to come back and there’s a really lovely vibe in the store - and a good buzz on the high street. It’s busy again; parking spaces are full most of the day, which is a good sign. “ There’s a really lovely vibe in the What’s been selling well for you so far? We topped up on some of the core basics during lockdown, so we’ve opened with a good presentation. I think some of our forward lines are going to be delayed in coming in but I’m confident we’ve got enough in stock to satisfy most customers. bil, Ravensburger, Dickies, Simba and Mattel. How was reopening for you? The first day was very store - and a good buzz on the high street again “ What do you think of the government’s suggestion of staying open until 10pm? If there was demand for it, then we’d do it. LEGO and Playmobil are our two staples. Orchard Toys has been a good favourite in lockdown because it’s educational. And there’s been quite a surge in Squish-a-Boos from Ty. The new busy but manageable. But there just isn’t. At smaller sized one is about to be It’s slightly tapered off but we’re the moment we’re trading from delivered, so we’re looking forward still a lot busier than last Septem- 10am to 4pm. to that.

Simon Russell

Shop manager, Crafts4Kids The Engine Yard at Belvoir Castle, Nottingham

Tell us about Crafts4Kids. We’re an online family-run children’s arts & crafts and educational toy shop. We began in 2005 with a “ Parents seem keener to treat focus on children’s arts & craft kits and hobby kits their children such as sewing, knitting and crocheting, and have expanded since those to toys than pre-lockdown “ early days. We now offer high-quality contemporary and traditionally influenced creative activity and educational toys. We deal with 50-plus suppliers and our key brands are Djeco, Melissa & Doug, Thames & Kosmos, Clockwork Soldier, Janod, Aquarellum and The Crafty Kit Company. We opened our shop in 2018.

How was reopening for you? The reopening has been steady. Many people are being very cautious - asking children to not touch anything. What’s been selling well for you so far? Purchases have been varied although puzzles have been popular, and parents seem keener to treat their children to toys than pre-lockdown.

Julia Wingate

Director, The Trading Post Kingsbridge, Devon

Tell us about The Trading Post. We’re a medium-sized business in the heart of a market town in South Devon. We sell a mix of toys, bikes and beach stuff (we are three miles from the coast). We deal with 40-50 suppliers and our key toy brands are LEGO, Playmobil and Sylvanian Families. How was reopening for you? Monday 12 April was great fun and very busy for us. We had queues throughout the day and not too long a waiting time - most people were mindful that others were waiting to come in next. It’s lovely to have customers back in the shop. Everyone is so happy to browse and see the toys.

What do you think of the “ It’s lovely to have customers government’s suggestion of staying open until 10pm? back in the shop. 10pm is too late for me... and a bit late for a toy shop. I’m sure extended Everyone is so hours will suit some retail though; happy to it’s great to have the opportunity to catch up with sales. browse and see the toys “ What’s been selling well for you so far? On the first day we sold a whole range of items for indoor and outdoor play to children with pocket money and to parents and grandparents who were treating their kids. Have there been any surprise or unusual purchases? Despite a chilly start on April 12, we sold beach items, along with board games, jigsaw puzzles and bike helmets - and even a wetsuit!

Talking retail

Laura Clare & Samantha Clare

Directors, Toys Plus Blackpool and Cleveleys, Lancashire

“We’ve struggled to keep up with demand for products that are 'timeTell us about Toys Plus. consuming'- those Toys Plus toy shop has just celebrated primarily aimed at the its fourth birthday as our doors older generation and opened for the fi rst time on 14 April 2017. We have one shop in the heart of Blackpool town centre, while our one player, such as jigsaw puzzles “ second shop in Cleveleys is awaiting relocation. We have a large range of toys for all age groups. Big sellers this year have been Hornby Airfi x kits, Hasbro board games, LEGO and Trefl jigsaw puzzles. We deal with around 10 to 15 suppliers on a regular basis and our key brands are Fisher-Price, Hasbro, LEGO, L.O.L. Surprise, WWE, Hot Wheels and Baby Born. How was reopening for you? Reopening has remained at a steady pace. We’ve not seen a signifi cant surge in in-store sales nor a decline in comparison to sales prior to the pandemic. What do you think of the government’s suggestion of staying open until 10pm? We don’t feel that there’s a call for this as we’re in a town, but it may benefi t shops in cities. What’s been selling well for you so far? Every summer we see a signifi cant increase of outdoor toy sales such as swimming pools and scooters. Have there been any surprise purchases? We’ve struggled to keep up with demand for products that are 'timeconsuming' - those primarily aimed at the older generation and one player, such as jigsaw puzzles. We’ve also seen a signifi cant increase in educational toys and products.

Owner, The Toy Shop Okehampton, Devon

Tell us about The Toy Shop. Situated on the edge of Dartmoor in the heart of the market town of Okehampton, it’s a small independent toy shop. I used to work for the previous owner and then purchased the business. I celebrated my fi fth anniversary last November and the shop has changed and evolved quite a bit in that time. How was reopening for you? It was nice to reopen after being closed for so long. Like many retailers, I was quite nervous, but all my customers adhere to the social distancing measures: they use the sanitiser, wear masks and read the notices about a maximum of six people in the shop at one time. So it’s been absolutely fi ne. The key message that has come across from customers is that they’re really, really pleased that I managed to survive the last lockdown and are delighted to see the shop open again. What do you think of the government’s suggestion of staying open until 10pm? Personally, I won’t be. I understand why the government has done it, but my customers aren’t out at that time of night. Obviously, my target audience is children, so they’re at home in bed! What’s been selling well for you? Eugy 3D cardboard animals from Brainstorm have been fantastic. Products from Green Toys have been doing very well too, as have Orchard Toys. Other phenomenal sellers are Cry Babies by IMC and Little Live Pets from ABGee.

Lisa Clay

Owner, Armadillo Toys Chapel Allerton, Leeds

Tell us about Armadillo Toys. We are a small, independent shop in a well-supported suburb of Leeds. I focus on quality toys with a high educational or play value, so we stock lots of wooden toys, toys for imaginative and openended play, crafts, books, games, puzzles and science kits. My key product categories are games, jigsaws and wooden toys, and I deal with 80-100 suppliers. How was reopening for you? Monday 12 April was a whirlwind - it was a fantastic day. We had queues but customers didn’t have to wait for long. What do you think of the government’s suggestion of staying open until 10pm? Not for me. I think that’s better suited to larger out-of-town stores. Working six days a week for nine to 10 hours a day is plenty. What’s been selling well for you so far? Pocket money toys and soft toys have gone very well when purchased by the children themselves. Parents are just going crazy and buying everything!