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Bandai

It’s not all

about the kids

Toy shops can appeal to all ages, says John Ryan, as he urges retailers to consider thinking outside the box and targeting some of their older customers when ordering stock

Toy shops are for children, sometimes accompanied and sometimes unaccompanied by an adult. They are places that represent a wonderland fi lled with objects of desire - if they have the right stock - in which to spend time and money on something that has always been wanted, or at least since eyes were clapped on a particular item when browsing.

But this defi nition is a little constrictive. Imagine instead a toy shop for adults. At this point, it is necessary to dispel the leap of imagination that some may have made into repositories of ‘adult toys’. X11 in Shanghai is not about this. Instead, this is a large space of around 2,000sq m, spread across two fl oors, where the prevailing demographic will already have reached offi cial adulthood.

The merchandise on offer (because this is, after all, China), consists to a large degree of superhero models, animé and Manga characters, and the whole thing

Toy shops as a proposition for the young “ are fi ne, but just because we reach adulthood, it does not mean that we lose track of our capacity for wonder

is contained within a distinctly futuristic environment that looks a little like a comic book brought to life. And given the propensity of this part of the population to record everything on their phones, there’s even a shiny, metallic-looking tunnel on the lower level with cartoon fi gures positioned in niches along its length, just waiting for an ‘Insta’ moment to be created and captured.

Some of you may now have come to the conclusion that this is a one-off oddity, of the kind to be expected in the megalopolis that is the world’s most populous city. Yet there are in fact 11 X11s dotted around China. What this says, perhaps, is that this is a successful enterprise and its proprietors have spotted a gap in the market and are working hard to fi ll it.

All of which is a long and maybe roundabout way of saying that there is more to the toy retailing universe than the very young, and that the imaginations of older folk can as readily be provided with products that will amuse and divert as their junior cohorts. But could something similar be replicated around 5,000 miles away - in our backyard?

The answer would seem to be a qualifi ed yes. Walking around the Somerset town of Frome recently, I came across an indie model store. I was immediately transported back to the age of 14 or 15 when making model plane kits kept me quiet/amused for weeks. Little appeared to have changed, other than that the average age of those perusing anything from a build-yourself early 20th century trawler model to a World War II bomber was considerably older than I seemed to remember.

The customers in this shop were not iPhone-toting types waiting to take a selfi e of themselves next to a life-size Superman model (yes, X11 has these and you can buy them… at a price), but rather those with a little time on their hands and the patience to use it to create something that would be admired.

In truth, there is money in age, but seemingly little enthusiasm to cater for this. Toy shops overwhelmingly target children, as they probably should, but an opportunity exists, nonetheless.

So what about a hybrid shop?

Get in on the action!

BANDAI UK

sales@bandai.co.uk | www.bandai.co.uk

Bandai brings one of the most successful manga and anime series of all time to life with its extensive range of Dragon Ball action figures. The range includes everything from super-sized Limit Breaker figures to mini-blind bag collectables.

Dragon Stars are the key collectables from the range for the avid enthusiast. These highly detailed and poseable 17cm figures come with 17 or more points of articulation and can be posed in more than 9,000 positions for both play and display. Each figure also comes with a second set of hands and/or accessories for extended play value. Providing an extensive collection, the latest character figures to join the assortment in various forms include Goku, Vegeta, Gotenks, Broly, Bardock, Vegito, and Janemba.

Continued development of the highly articulated Evolve Action Figures and epic Limit Breakers Figures brings mass audience appeal to Dragon Ball fans. A new Evolve triple pack, containing Golden Freeza, Goku Ultra Instinct and Jiren action figures, offers retailers added value onshelf for any Dragon Ball collection.

Young at heart

SPIN MASTER

01628 535 000 www.spinmastertoys.co.uk

Toys aren’t just for children and Spin Master has a wide range of toys, puzzles and games for adults that are young at heart. From household names such as Batman and Meccano to fingerboards from popular brand Tech Deck, Spin Master has plenty to offer big and little kids alike.

For puzzles, flip, twist and spin the Perplexus Beast and Perplexus Rebel 360 degrees to navigate the ball along the numbered track. Manoeuvre tricky obstacles without falling off the track in these intense, bendy 3D challenges that are impossible to put down.

Skateboard fans of all ages can show off their skills with the Tech Deck 96mm boards 1 pack. Tech Deck brings fans the real deal with authentic fingerboards from real skate companies including Blind, Baker, Primitive, Finesse, Santa Cruz, Plan B, Sk8mafia and Toy Machine.

Construction sets such as the Meccano 25-in-1 Supercar playset set are ideal for intermediate or advanced builders. With a six-volt motor, LED light pipes, 347 parts and two tools, builders can have fun assembling and reassembling 25 motorised luxury dream cars.

I mentioned earlier that mainstream toy shop visitors tend to be young but with an adult (aka a walking wallet) frequently in tow. Usually, the more senior part of this shopper equation will be tolerating the experience, at best. They may enjoy watching their charges enjoying themselves, but as an experience that relates to them, there is little to be gleaned.

Why not, therefore, consider a toy shop of parts? An X11 enterprise may be a bit much, but an in-toy shop area that targets adults would seem like a pretty good idea. Grown-ups are in your shop and, unlike most children, they have disposable cash. They would also like to be diverted.

The question is, what should be put in front of them? Is it kits that turn into small-scale replicas of cars, planes or ships; or items aimed at the computer gameplaying generation who have seen characters on their screens that they might crave in 3D? Either, or perhaps both, could be stocked - and it’s down to the individual toy shop to work out who their customers are and act accordingly.

What’s more important is that you are expanding your offer and appealing to a much broader range of potential customers, while additional sales beckon. This would require a little more research than you might normally carry out and there is always the fear of the unknown. But surely this must be worth some consideration?

Toy shops as a proposition for the very young are fine, but just because we reach adulthood, it does not mean that we lose track of our capacity for wonder. Canny toy retailers could do worse than cast an eye over X11 and work out whether there is mileage to be made from doing something similar in their location. After all, we all deserve to be entertained.

Die-cast collectables

SIMBA SMOBY TOYS UK

01620 674 778. sales@simbasmoby.com

The Jada Toys Hollywood Rides range celebrates the best in action film merchandising with scaled replicas of the most memorable wheels. A must-have in the range are the Batman 1:32 scale die-cast cars. Launched last year to mark Batman’s 80th birthday, this collection comprises six vehicles. Each pack includes a metal figure and a vehicle modelled on Batman’s on-screen appearances. And with The Batman movie scheduled for release in March, fans can look forward to brand new 1:32 and 1:24 scale replicas in S/S22.

Another Hollywood Rides line that has been enjoying traction this year, thanks to the release of the F9 movie, is the Fast & Furious diecast collection. Fans can collect popular cars from the eight-film, multibillion-dollar franchise, as well as new additions from Hobbs & Shaw.

Then there’s the Majorette range of die-cast vehicles. Small in size but big on detail, these 3in scale cars boast opening doors, suspension, transparent front lights, and interiors. The collection comprises licensed cars including Mercedes, Lamborghini, Audi, BMW, Porsche and more.