Games, Playthings and Plush

Finding Fun (From page 90) videos of how they can be used. Team members knowing about them—they’re then able to guide the customers to those items and can sell the benefits of those items. From the [in-store] display standpoint—having a presence [is key]. For our Squishmallows, they’re in the front window so for people going by…if they didn’t know we have them they can see them.” Jordan says some of the items often sell themselves. “It’s just a matter of finding the right character for the customers,” she pointed out. “They may have an idea of what they’re looking for, but there are probably options they didn’t know they had, or they didn’t know something was available. A lot of times, we show them more options than they knew were available.” Sandy Smyth said arranging the items so they are clearly visible help drive sales.

Along with visibility and consumer education, merchandising is another important factor when it comes to boosting sales. “From the Barbies—the more organized and ‘crisp’ you can have a display where it tells a story, the more effective it is,” Olafsson said. “With the Squishmallows—have various signage that tells the customer what it’s about. The more we can educate the consumer, the better. The more it will continue to ‘pop’ and bring the customer in. Make it pleasing to the eye. For kid customers, we need to place those items so they are at eye level and they can gravitate towards them. And change it up. We just moved our dolls from one spot to another. Keep it fresh—that way it’s always a nice surprise. It may be merchandise that’s been there awhile, but it’s in a different spot.” Olafsson also tries to get to know her customers, especially her youngest consumers, who typically educate adults about trends and what’s “cool.” “Talk to the kids when they come in,” she suggested. “We’ll say, ‘Tell us more about the item and why you like it’. That way, we can be ahead of staying on top of the trends. We try to stay ahead of it as much as we can.”

For toy retailers, it’s all about customer satisfaction and making them smile. As Sandy Smyth said, “We try to carry something for everyone, from traditional dolls and animal plush to exotic dragons and animals you won’t see in most stores. Keeping a good variety and displaying it well moves a lot of product for us.” ❖