3 minute read
Leader – with Tim Murray
LEADER
At the heart of retail
Also by Lema Publishing
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Ji
As I mentioned in the last issue, I’ve been getting out and about a bit more recently, and have What also impressed is the entrepreneurial spirit of the industry; how suppliers just journeyed up to Birmingham for my are not content to rest on their first-ever Autumn Fair. I’ve already done laurels and are always thinking about the Toy Fair and Brand Licensing Europe, next ideas. For example, the Top Trumps I saw on both in London, as they were loosely the Winning Moves stand. The company had come involved with my pre-Toys ‘n’ Playthings up with ideas for new SKUs and new product work, but this was my first trip to themselves and turned them round, from concept Autumn Fair. to production, within a matter of weeks if not
What struck me – and came up time days. This desire to find different concepts, from and again in discussions – was the the simple – putting brands and licences together tactile nature of the toy industry and to create something new and exciting – to highjust how important it is. One supplier concept ideas that, once explained, make perfect bemoaned the fact that some people sense, seemed to run through the toy area. were content to merely do business And, of course, the sheer enthusiasm of the online now. But, as they noted, who whole thing was key too – everyone seemed can possibly judge products by seeing a picture online. There’s no idea of how they “ genuinely excited to not only be there, often as part of the ongoing recovery from the pandemic, but also to pass on that same sense of joy to retailers. feel, how big they are, It genuinely was infectious. how smaller hands will I know there’ll be plenty more shows use or play with them. and events in the coming weeks
It’s the tactile nature and months, not least with Brand that has also been Licensing Europe in September, which the key for the return we talk about in this issue. of trade shows, as And, of course, in the pages of retailers roam the TnP we’ve got the next best thing to
aisles, picking up and ” seeing and previewing product in the feeling toys, games flesh, in the form of a major editorial and so on, which can feature covering the games and often be the deciding puzzles sector. factor. And the order books with We’re also previewing the busy months plentiful business in them that many ahead, talking about marketing and television suppliers were telling me about were a advertising due this busy Q4, where the direct consequence of retailers getting industry gets to show off its creativity in terms up close and personal with product. of putting campaigns together and wooing
On a personal level, I noted this too – the public. going through products with suppliers Elsewhere you’ll find there’s all the regulars (and thanks to everyone who showed and we’re going to see some changes in the me their product and wares on their coming issues too, as I settle in to my new role stands, displays and shelves), there were and start to add a few things to your favourite plentiful things I might have otherwise trade magazine. missed; smart ideas and clever launches In the meantime, enjoy the issue, say hello if that, once explained and experienced in you bump into me out and about at a trade show real life, made perfect sense. or event, and see you next month…
