Retail Interview – owner Rachael Sankey on Harold’s Toy Store, which opened in Shropshire in April

A family affair

Co-owner/director (and Pokémon hunter) Rachael Sankey gives Toys n Playthings a progress report on Harold’s Toy Store, which opened in the Shropshire town of Church Stretton in April

What’s your background?

Before mother duties, I worked in PR/charity fundraising and website content writing.

Why did you decide to open a toy shop?

My husband William Sankey wanted to start a local family business and this is what most interested and inspired him and our sons Daniel (aged 17), David (18) and George (9).

So the shop was my husband’s initiative but I am co-director/owner with his mother, Louisa. I manage the shop and do most of the ordering; Louisa looks after the financial side.

William works full-time as a bricklayer but sometimes works in the shop on Saturdays, and has a big part in deciding what to stock. He designed the interior of the store and did all of the refurb work, assisted by Play fires the imagination “ the rest of us. We employed a local signwriter to and keeps make the shop sign (designed by me) us creative and window vinyl, but otherwise we did it all ourselves. Our two eldest - whatever sons, David and Daniel, work in the shop three days each week. We don’t open on Sundays. our age ”

We all have our own interests in certain parts of the shop as well - so it’s a group effort, that we have all

So we have circus skills toys, LEGO, radio-controlled cars, a Warhammer stand, fluffy alpacas, hand puppets and a Schleich collection, among lots of other things. We have a good selection of suppliers - some very well known and some few have heard of. Key names include Kayes of Cardiff, ABGee, NDA Toys, The Hobby Company, Hornby and Games Workshop. And we are really happy to be Rachael Sankey the local stockist of The Den Kit Company, which is based in Church Stretton and makes outdoor activity and adventure kits.

contributed our ideas and efforts to.

An important point is that there wasn't already a toy shop in the town, and lots of people have really welcomed us. Church Stretton does have a healthy selection of independent retailers, so it’s a good location for a store like ours.

Tell us about your business.

Harold’s Toy Store is named after William’s late father - and was the only name everyone in the family could agree on for the shop. We opened on April 2 in a 60sq m premises on Shrewsbury Road, which is one of Church Stretton’s main streets, and is visible from one of the main junctions in the middle of the town.

We are well positioned to make the most of trade from visitors: Church Stretton gets a lot in the summer and throughout the year as it’s a popular tourist destination, being situated in The Shropshire Hills area, which is designated as an Area of Outstanding Natural Beauty.

How would you describe your range?

Initially, we were focused on pop culture collectables, games and models, but we wanted to create something for all ages and interests where possible. How do you find products?

We haven’t attended many trade fairs this year because we were busy setting up the shop. In April I went to the INDX Toys & Nursery Gifts Show [run by the buying group AIS - Associated Independent Stores - at Cranmore Park Exhibition Centre in Solihull] with my son David.

I enjoyed seeing the people who work for some of the companies we buy from. It was especially nice to meet Phil Kaye of Kayes of Cardiff since I'd spoken to him on the phone previously and he was very helpful to us in the early stages of the shop.

We do want to go to trade fairs but haven't planned any yet. It's been a bit

Sellers

■ Pokémon ■ LEGO ■ Schleich ■ Funko Pop ■ Nerf

of a whirlwind - we're still waiting to settle into it. I'm not entirely convinced things will ever calm down: there's so much to do… and busy lives besides.

What's your selection criteria?

We listen to customers and try to balance what’s popular with what we feel happy to stock. As parents, we know what we have liked to buy and what our kids like.

We choose everything ourselves, ensuring quality and value. We like things that will either last a long time or decompose - or both! So we aim to find good-quality toys that will last… things that have been ethically made/are biodegradable: items that we know from experience are of value.

It’s encouraging that big companies such as Mattel and LEGO are thinking about environmental impact and are developing products and packaging to reflect that.

One of the main things we try to get across is that play is for all ages, not just for kids. LEGO knows this and we have lots of LEGO for grown-ups - but people still come in thinking they can only buy products for children. Play fires the imagination and keeps us creative - whatever our age. to provide a nice shop for them to bring their grandchildren who were here during the school summer holidays.

Have you been affected by price rises and stock shortages - if so, how have you dealt with that?

Stock shortages have required us to work harder to get the things we want - and put up with higher prices when unable to source directly. But we’ve only been open since April, so this is all we’ve known.

It's been a “ bit of a whirlwind - we're still waiting to Have purchasing patterns changed in light of the cost-of-living crisis? settle into it ”

I’m not sure, as we’ve only been trading for five months… I think people still want to buy presents but they probably don’t treat themselves as much. Are you looking at expanding into new categories?

We’re open to new things at all times.

What are you most excited about for the Autumn/Winter season?

Decorating for Halloween and Christmas.

What's next for Harold's Toy Store?

We’d like more space!

What’s the most rewarding aspect of your job?

When people say Harold’s Toy Store is the coolest toy shop they’ve been in.

And the most challenging?

Trying to resist buying the cute stuff for myself. I don’t always succeed.

Finally, what’s your favourite toy or game?

I love Folkmanis Puppets’ red octopus hand puppet - and no, I couldn’t resist getting one for myself!

What’s proving popular at the moment?

Pokémon and Nerf Super Soakers.

What lines have you started stocking recently?

More Nerf Super Soakers, and Minecraft Plushies.

How was trading for you over the summer?

Great. As we live in a busy tourist town, we saw many visitors. We also have a lot of grandparents who live locally, so it was good to be able How do you maintain the interest of existing customers and attract new ones?

We have Instagram and Facebook accounts at www. facebook.com/haroldstoystore and www.instagram.com/ haroldstoystore.

We post regularly about new stock, and demonstrate products and other features. We also run a gift card service and sometimes host competitions or offer free goodies.