Bijgigs Rail - Distribution booklet 2014

Page 1

Bigjigs Rail

WHERE IMAGINATIONS COME TO LIFE


1.1

Bigjigs Rail About The Brand

Step into the world of Bigjigs Rail where exists a wonderland of

ENDLESS POSSIBILITIES & MEMORIES Loved for its quality, nostalgic value and educational natures, Bigjigs Rail is a collection of 150 wooden railway toys that have inspired young minds since 2005. It is one of the most extensive and complete wooden railway systems on the market with a varied range of track, trains, table’s sets and accessories. As a family run business, we endeavour to ensure that each Bigjigs Rail item has been carefully designed and crafted to ensure that we maximise play value whilst creating a safe, long lasting and affordable product. Made from high quality rubberwood, the Bigjigs Rail collection provides endless play opportunities that can be enjoyed and passed down from generation to generation.


1.2

Bigjigs Rail The Vision

To be the

NUMBER ONE CHOICE IN WOODEN RAILWAY around the world

Our mission is to deliver high quality, safe, long lasting and affordable wooden railway items to both the retailer and end consumer. Our goal is to inspire, stimulate and encourage the development of children through cognitive play. We take great care in our commitment to consumers, retailers and distribution partners, working hard in nurturing and maintaining strong relationships by delivering excellent customers service, healthy margins and a range of innovative products.


1.3

Bigjigs Rail The Retailer

Bigjigs Rail

SUPPORTING THE INDEPENDENT RETAILER around the world

We are proud to support the independent retailers and have done for the past 28 years. As highlighted in our mission statement, we take great care in our commitment to our retailers and ensure that we work hard in nurturing and maintaining our strong working relationships. As part of our commitment to our retailers we go through a number of vetting processes to ensure that we are both the perfect fit for each other. Our vetting processes ensure that we only supply bricks and mortar stores, and will not support direct competitor businesses. Our excellent customer service rivalled with great products and healthy margins ensure that we continue to forge and maintain great relationships with our customers.


Packaging


2.1

Packaging Why Re-Brand?

Creating a

POWERFUL & ENGAGING BRAND PRESENCE in store and online

The start of 2014 sees the launch of the new Bigjigs Rail packaging, designed to provide a powerful and engaging instore presence and propel Bigjigs Rail to become a market leader in wooden railway. In order for Bigjigs Rail to become a market leader in wooden railway the brand must be easily recognisable and memorable, the packaging re-design is the first step to achieving this. The distinctive features of the new look packaging provides a unified and strong presence both individually and more so as a collective unit.

The physical construction of all of the boxes have been re-defined into modular sizes to further ensure an ordered display in store. The new packaging sizes provides retailers with the maximum ease of display which in turn provides the consumer with the maximum impact of the range and subsequent sales of the products.

What Has the packaging achieved?

Further to the look and feel of the packaging, the brand style and tone of voice provides a impactful brand personality to connect with consumers.

»» Positioned brand as a market leader

»» A unified range »» A strong brand presence in store »» Easy recognition

»» Global distribution packaging design


2.2

Packaging Market Research

Market Research Before under going the task of re-branding the packaging, extensive market research was undertaken to determine the views, likes and dislikes of the target market of Bigjigs Rail. Quality, value for money and product safety were the top three most important values to our target market when buying toys. Safety information plus educational and developmental information were the top two most important packaging features to our target market. Whilst the most popular reasons for buying wooden toys were good quality, traditional, they last longer and because of the educational value. The two most common dislikes were hard to open boxes and the product not as expected from packaging. These values directly fed the design process and became the foundations of the packaging re-brand design and form.


2.3

Packaging Modular Boxes

Modular Boxes As well as understanding the likes and wants of our consumers, our retailers have been an important factor in the re-design of the packaging. In order to achieve easy and effective displays of Bigjigs Rail by each retailer the structure of each box has been revised to produce a condensed set of standard size modular boxes that are used across the Bigjigs Rail range.

Will the modular boxes increase the packaging size and excess space?

over packaged for both environmental reasons and to ensure consumer perceptions of the product are not unrealistic. Each product has been looked at on an individual basis in order to pair it with the most appropriately size box. Whilst every effort has been made to not over package products there are cases where certain products are in a larger box than they were previously but similarly there are items within the range that are in smaller boxes than previously.

An important element in the modularization of the boxes has been to ensure the products are not excessively

We feel a good balance has been achieved between the impact and ease of in store display with any increase in box size.

What are the advantages of modular boxes? »» Ease of planogram display »» Different products of the same box size can be swapped in and out of planograms without having to re-merchandise the entire display »» More efficient supply chain processes


2.4

Packaging Key Features

Global Packaging Design

Key Features Modular Box Sizes Every box size has been altered to form 42 basic standard nets that are used across the Bigjigs Rail Range. Modular box nets have been developed to ensure an effective in store display and for easy merchandising by retailers.

In addition to these values blue was also found to be the most popular colour choice of the target consumer of Bigjigs Rail. The soft wallpaper pattern of rail elements adorns the background of each box to add a depth of texture and create the a further connection to rail.

Distinctive Features A distinctive circular window and image shape has been developed to provide consistency across the different box sizes and types.

Photography The photographic style has been developed to allow maximum focus on the product by contrasting the light background of the image with the colour of the box. Where possible a child is present within the photography to soften the image, create scale and connect with the consumers lifestyle ideals.

Colour The vibrant blue colour palette stands proud to fully unify the range. This colour was selected to portray the core values of quality and safety.

Characters A set of fun illustrated characters have been developed to create a soft fun brand personality. These characters are present of packaging, merchandising material and marketing material and will be used to communicate in a softer tone with consumers.

Bigjigs Rail is available in many countries world wide and is ever increasing, it was important that the new packaging fulfils the requirements of world wide distribution. French, German and Spanish translations of the product titles have been included on the packaging as well as product safety warnings in eight different languages. For those not fluent in the languages provided on the packaging focus has been drawn to the product image through the contrast of the box colour to that of the image. The developmental features have been designed with icons to bridge the gap across languages.


2.5

Packaging Key Features | Front of Box

Safety Symbol A seal of commitment to toy safety has been included in the top left of each product packaging to inform the consumer of Bigjigs commitment to quality and safety.

Piece Count An important selling feature on the Train Set boxes, the piece count proudly informs the consumer of the generous piece count of Bigjigs Rail products.

Educational Symbols A series of six developmental detail the educational qualities that can be developed through playing with Bigjigs Rail products. The appropriate symbols can be found on each piece of Bigjigs Rail Packaging.

Features Text / Image This area highlights the features of each product in either text or image form. The designed in Great Britain tag is present on all boxes.

Unique Selling Point The Wooden Craftmanship tag applied to every box informs the consumer that Bigjigs Rail products are proud to be of all wooden construction, in contrast to competitor products.

Interactive Features QR codes link to Bigjigsrail.com where interactive videos and product details are present. Language settings can be changed on this website to display the information in the consumers native language.

75 PIECES


2.6

Packaging Key Features | Selling Faces

Packaging

DESIGNED FOR MAXIMUM PRESENCE in store

Multiple Selling Faces Each box has been designed to include as many selling faces as possible, the majority of the boxes include 4–5 selling faces for maximum impact in store whichever way the boxes are displayed.

displays. While we provide suggested planograms we understand that many independent retailers have unique display spaces that require intricate layouts of products, so the Bigjigs Rail has been produced with the ease of display in mind.

Where possible all of the key features have been incuded on each of the selling faces.

Furthermore, the track boxes have been designed to hang or to be displayed free standing to give retailers more display options.

The multiple selling faces on each of the boxes allows retailers more flexibility when designing their in store


2.7

Packaging Key Features | Cut & Play

Cut and Play The Bigjigs Cut and Play tasks are a series of templates, designed to be cut out of the product packaging, folded and glued then incorporated into a child’s train set. The aim of the Cut & Play is to create an engaging element that parents can do with their children to connect with the Bigjigs Rail brand. Present on the back or the base of the box, the majority of the Bigjigs Rail range contains a different Cut and Play task for children to collect and do as they expand their train set. Matched to the theme of the set or accessory on which the cut and play is present, the cut and play item offers additional play value whilst also developing a childs creative and motor skills in the process.


2.8

Packaging Rail Name

Rail Name The Rail Name packaging nets have been modified to now have reduced packaging, by printing directly onto the PET box we have removed the need for an extra printed card insert within the box. With large clear windows on three of the box faces plus a peep hole window at the top, the rail name engine and carriages are showered in light to make a bright, eye catching display in store.


2.9

Packaging Rolling Stock

Rolling Stock The range of Bigjigs Rail rolling stock have been completely re-designed to allow a full 360Ëš view of the rolling stock plus every piece of rolling stock now includes a piece of track. This PET clam shell style packaging has been designed with the hanging section at the centre point with dome top casing

that protrudes from the sides to encase the rolling stock. This packaging has been designed to allow maximum light into the package and to hang vertically at all times to provide a strong presence in store and gain maximum consumer focus.


Merchandising


3.1

Merchandising 2’ Freestanding Display

Merchandising A range of merchandising options are available from 2’ freestanding display units ideal for the smaller shop to 3 metre wide displays designed to work with modular in store shelving systems.

2’ Free Standing Display Unit The 2’ free standing display unit package includes an ease assembly slot together cardboard stand with 13 of our best selling items. Designed to give maximum sales in a small footprint the following best seller stock quantities are included as part of the 2’ best seller stand package: BJT010

My First Train Set

x6

BJT012

Figure of Eight Train Set

x6

BJT015

Town and Country Train Set

x4

BJT052

Low Level Track Expansion Pack

x6

BJT123

Double Engine Shed

x2

BJT135

Red Brick Tunnel

x2

BJT185

Train Washer

x2

BJT189

Lifting Bridge

x2

BJT204

Flour & Windmill

x2

BJT215

Railway Station

x2

BJT304

Battery Operated Engine

x4

BJT440

Mallard

x4

BJT441

Flying Scotsman

x4

»» 2’ Stand Footprint: W: 600mm H: 1737mm D: 585mm »» 13 best selling items »» Strong cardboard construction »» Easy assembly slot together construction


3.2

Merchandising 4’ Freestanding Display

4’ Free Standing Display Unit The 4’ free standing display unit package include the following best seller stock quantities:

»» Stand footprint: W: 1200mm H: 2230mm D: 380mm »» Two part wooden display stand »» Adjustable shelves »» Top half hanging option

BJT010

My First Train Set

6

BJT209

Container Shipping Yard

2

BJT012

Figure of Eight Train Set

6

BJT215

Railway Station

2

BJT015

Town & Country Train Set

4

BJT229

Level Crossing

2

BJT022

Fairy Figure of Eight Train Set

6

BJT234

Road & Rail Crane

2

BJT025

Around the World Train Set

4

BJT235

Overhead Gantry Crane

2

BJT027

Mallard Train Set

6

BJT236

Roadway Cutting

2

BJT052

Low Level Track Expansion Pack

6

BJT304

Battery Operated Train

4

BJT100

Long Straights

4

BJT305

Pink Battery Operated Train

4

BJT102

Long Curves

4

BJT411

Blue ABC Engine

4

BJT104

Mini Track

4

BJT421

Passenger Train

4

BJT107

Curved Points

4

BJT441

Duchess of Hamilton

4

BJT109

Track Splitter

4

BJT451

Princess Train

4

BJT113

Ascender / Descender

2

BJT458

Flying Scotsman

4

BJT123

Double Engine Shed

2

BJT459

Rocket

4

BJT127

Crane Rail & Lorry

2

BJT135

Red Brick Tunnel

2

BJT174

Double Curved Turnouts

4

BJT180

Fruit & Veg Train

4

BJT182

Freight Train

1

BJT185

Train Washer

2

BJT187

Milk & Water Depot

2

BJT189

Lifting Bridge

2

BJT204

Flour & Windmill

2

BJT205

Coal Mine

2


3.7

Merchandising Material Photography

Photography for use A vast image bank of lifestyle and product photography is available for use by retailers to help promote Bigjigs Rail within their store and online. High resolution and web ready images are downloadable from a secure image bank.


Sales and Marketing


4.1

Sale & Marketing Distributors

Distributor Growth

Countries of Distribution

2005

2006

2007

2008

2009

2010

2011

2012

2013

1

2

4

6

8

14

17

23

27

2014

Distributors

Sales

Year on year our worldwide distributors have grown steadily to form a strong basis for the Bigjigs Rail Brand around the world.

Sales of Bigjigs Rail are increasing year on year to make Bigjigs Rail our best selling range of wooden toys.

Distributors are an important part to our business that we hope to see grow further in the future.


4.2

Sales & Marketing Brand Personality

Marketing: Meet The Family As part of our commitment to growing the Bigjigs Rail brand, we are undertaking a number of marketing initiatives through an integrated approach that will help grown the brand to both the trade channel and the consumer channel. As part of our marketing approach we have introduced Bigjigs Rail characters including Station Master Sam, Ticket Officer John and Conductor Carrie. These series of friendly characters have been used on the packaging, merchandising and will be used in marketing tools on and offline. The key aims of these characters are to enhance the brand personality, increase brand recognition whilst adding play value and talking points. STAT ST ATIO AT ION N MA MAST STER ST ER S AM AM, SE SENI NIOR OR, CO COND NDUC UCTO TOR R CA CARR RRIE IE


Terms and Conditions


5.1

Terms

Terms For the first year of trade a 30% Deposit is required when placing your order, the remaining 70% payment is due on faxed docs. These terms can be re-visited after the first year of trade.

PAYMENT TERMS

% 30 Deposit

% 70 on Faxed Docs

FOB All FOB orders ship from the port of Surabaya, Indonesia.

Stock We hold a list of best sellers in stock. See attached order form for details on our best sellers.

LCL Shipping from the port of Surabaya, a documentary charge, for the required export documentation, of $300 is applied for all LCL shipments.

Labelling Labelling with translated safety warnings can be applied to packaging.

Port Surabaya, Indonesia

MOQs For items held in stock the minimum order quantity is 60 pieces. For those items not in stock the MOQ is 360 pieces.

Lead Times We hold a range of best sellers in stock. For items not in stock lead times are around 120 days from date of order.


Dare to Compare


6.1

Dare to Compare

USP

»» »» »» »» »» »» »»

Sustainable materials Extensive and complete systems good value for money Designed in the UK Compatible with other brands Expertise in wooden toys Integrated marketing approach and PR approach Recyclable packaging Family run company Modular packaging system Independent toy shop brand Roadway linking system Extra play features – cut & play

Brio

Thomas & Friends

Melissa & Doug

»» »» »» »»

Brand heritage Wide variety of sets Packaging style Interactive products (lights/sounds) »» Good quality product? »» ‘By appointment to his majesty the king of Sweden crest’ »» Recyclable packaging

»» ‘Real wood’ »» Character brand »» Interactive products (lights/sounds) »» Integrated marketing approach »» Sustainable materials »» Compatible with other brands »» Recyclable packaging

»» »» »» »» »»

»» High rubber wood usage »» Low MDF usage »» Low plastics usage

»» Wood »» High plastic usage

»» Wood »» High plastic usage

»» Wood »» Some plastic usage

»» Designed in the UK

»» Designed in Sweden

»» Designed in USA

»» Designed in USA

Manufacture

»» Made in Indonesia

»» Made in China

»» Made in China

»» Made in China

Price

»» £ - Mid price point

»» £ - Mid-High price point

»» £ - High price point

»» £ - Low price point

»» information is sparse – packaging/online »» High plastic usage »» Over packaged »» Little consumer marketing »» Products are smaller

»» Expensive »» Lack of accessories in set »» Available in large retailers (mass market)

»» Sold in all types of retailers including mass, drug chains and supermarkets »» Rail is a small category within the M&D brand »» Only 6 train sets and 23 accessories »» Track consistency issues

»» »» »» »» »» »» Materials

Design

Negative

Well known brand Compatible with other brands Wood construction Family run company Recyclable packaging

DARE TO COMPARE

Bigjigs Rail


Bigjigs Toys


7.0

Bigjigs Toys

Bigjigs® Toys Ltd was established in 1985 by Peter and Liz Ireland.

ranges, including Baby Bigjigs®, Bigjigs® Rail, Bigjigs® Heritage Playsets.

Peter and Liz were both teachers in their past careers so wanted to develop a company that would make education and learning fun through the use of traditional wooden toys.

Bigjigs® Toys is available in over 35 countries worldwide. Bigjigs Toys prides itself on providing great quality products combined with a high standard of service and delivery.

Over the last 26 years Peter and Liz’s two Son’s have joined the family business and it has grown into an extended Bigjigs family, through a team of dedicated staff. Not only has the work force grown but so has the range! Since starting with jigsaws, the entire Bigjigs Toys range has developed to over 1400 products and five different

“Bigjigs Toys prides itself on high quality, products with a high standard of service and delivery.” ~ Liz Ireland, Director


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