In 1993, Coles Myer launched World 4 Kids, which was their answer to the imminent entry of Toys "R" Us into Australia. World 4 Kids was a unique concept because there were not many locations, but the stores were BIG! There seemed to be endless rows of toys, video games and product displays, and the scale of the stores was incredible. Some of the more unique memories from these stores were the mini shopping trolleys with the World 4 Kids flags and the bridge entrance for "Kids Only" with the red road. So what happened? How did World 4 Kids go from a toy store that kids loved to closing its doors in 2002? After some research into the history of World 4 Kids, it is clear that there is not a lot information or historical data related to the shortlived operation. What is clear however, is that the concept did not work as opposed to the strategy employed by Toys "R" Us which was to have many more stores in many more locations. According to The Herald Sun, World 4 Kids was loosing around $30 million a year by 2022 and Coles would soon after abandon World 4 Kids. The business was then absorbed back into Kmart’s toy department. Interestingly there is a Reddit thread with people reminiscing about World 4 Kids and the common memory of these stores was just how big they really were. Many people also remember the television commercials featuring the huge dinosaur and the "World 4 Kids" tune at the end of the commercials. As history would show, OfficeWorks (which launched at a similar time to World 4 Kids) went on to become a huge success for Coles Myer, whilst World 4 Kids did not. It would seem that bigger stores were not actually better where toys were concerned, but nonetheless it seems that many people do miss World 4 Kids!
EDITION 2 • AUGUST 202202 www.thetoyuniverse.com.au
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The Toy Universe has been compiled as a guide to toys and other related matters. The views and opinions provided are based upon the views and opinions of our writers. In no way is The Toy Universe a factual guide to toys and/or other related matters. The Toy Universe does not take responsibility for how the information provided is used by its consumers. by Bugg Marketing Solutions
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FROM THE EDITOR
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Who Remembers World 4 Kids?
www.thetoyuniverse.com.au 03 INSIDE THE ISSUE INTERVIEW BMS BRANDS INTRODUCING BMS BRANDS WITH DAVID SMITH AND JOSH BONELLO 10 PHOTO TOUR MID-YEAR PREVIEW — SYDNEY 25 MARKET WRAP STOCKEER® IS THE NEW NAME FOR SQUATTER® 13 MARKET WRAP THEGEOMAGWORLDGEOMAGPLATFORM 14 UPDATE ALICE TOYAUSTRALIANSANDERSONTOYASSOCIATIONHOBBY&LICENSINGFAIR2023 22 NEWS NEWS UPDATES 04 COLUMN STORIES FROM GG'S TOY BOX BY GRAHAME GRASSBY STORY 1 — MY HUMPTY DUMPTY NOSE COLLECTION! 16 COLUMN FROM THE BUYERS DESK BY AN EXPERIENCED RETAIL PROFESSIONAL EDITION 1 — PRESENTING PRODUCTS TO TOY BUYERS 2819PHOTO TOUR MID-YEAR PREVIEW — MELBOURNE FEATURE A SUSTAINABLE AUSTRALIAN SUCCESS STORY INTRODUCING RESOFTABLES AND RECYCLINGS BY HEADSTART WITH ANDREW HENDY 06
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MINILAND DOLLS ECO CLOTHING FROM AXIS TOYS & GIFTS
ECO-FRIENDLY TOYS BY VTECH
READ MORE NEWS UPDATES
READ MORE
EDITION 2 • AUGUST 202204 NEWS NEWS UPDATES
Miniland Dolls, long loved for teaching children to be kind and respectful to everyone, no matter their background or abilities, is now launching a new line of eco clothing for their 38cm and 21cm dolls. This eco line will help children to understand that being kind to the environment is equally as important as being kind to people.
As part of VTech's Sustainability Plan, plant-based and reclaimed plastics, plus recyclable materials are used in both toys and their packaging in their Eco-Friendly range — just one more step in their promise to create sustainable value for people and protect the planet for future generations. The eco-friendly toys include the Soft Discovery Turtle and Stack, Rattle & Link Elephant. The Soft Discovery Turtle is suitable for 3 months to 2 years and the Stack, Rattle & Link Elephant is suitable for 6 months to 3 years. Both are available from September.
TEENAGE MUTANT NINJA TURTLES: MUTANT MAYHEM Seth Rogan has announced that Teenage Mutant Ninja Turtles: Mutant Mayhem will release in August 2023. The mural for the film was unveiled in Soho, New York last week. The film is produced by Seth Rogan & Evan Goldberg of Point Grey Pictures.
READ MORE DIVISIBLE BY ZERO LAUNCH METAL EARTH RANGE AND NEXT MONTH TWO PASTEL OOGIES!
The Metal Earth range that just arrived includes the Quidditch Pitch and ICONX Blue Angels F/A-18 Super Hornet. The Metal Earth range includes flat packed models suitable for 14+ years. Next month, two pastel Oogies (beige and pink) will be available in both normal and junior sizes. Oogi is an irresistibly tactile & expressive figure toy that is 13cm in height and is available in red or blue. It has a suction cup head, hands, feet and long stretchy arms and it connects to any smooth surface! Oogi's can happily live on bilibo's and be seen in bath tubs, fridges and mirrors, they are very social beings. They love to touch, embrace, form chains and do crazy acrobatic tricks. NEW LINE OF X-SHOT™ SKINS TO LAUNCH IN AUSTRALIA Seizing the $50 billion+ skins in-game consumer spending trend, ZURU is set to shake up the toy blaster category as it reveals X-SHOT™ Skins, a new line combining cool, edgy aesthetics with X-SHOT’s award-winning performance. X-SHOT™ Skins has landed in Australia and launched onto the independent market late June.
READ MORE
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PLUS-PLUS® IS AN AWARDWINNING, EDUCATIONAL STEM CONSTRUCTION TOY BRAND Designed to stimulate fine motor skills, creativity, focus and patience! With just one shape you can create anything that you can imagine. Plus-Plus® is perfect for small hands and big ideas. Designed and made in Denmark, this beautiful brand offers hours of play and endless possibilities when building 3D creatures. It has universal appeal to children of all ages. Johnco is the proud wholesaler for Plus Plus in Australia.
In a world which is now innately focused on sustainability, navigating how to approach this within a business requires great consideration.
INTRODUCING RESOFTABLES AND RECYCLINGS BY HEADSTART
EDITION 2 • AUGUST 202206 FEATURE A SUSTAINABLE AUSTRALIAN SUCCESS STORY INTRODUCING RESOFTABLES AND RECYCLINGS BY HEADSTART WITH ANDREW HENDY
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Australian toy company, Headstart, is a great example of a business which is passionate about sustainability and have introduced products that are produced sustainably, through the use of plastic bottles and bottle caps. Headstart first launched Resoftables a few years ago (2020), and have more recently introduced Recyclings to their range of products. The Resoftables products are made using recycled plastic bottles and the Recyclings products from bottle caps.
Now more than ever, it's important to recycle plastic and use recycled plastics where possible.
Pushing the idea of sustainability is one thing (and it looks good on paper), but an entirely different thing is to actually change your business model, products, materials and processes to become more sustainable. Every year the world produces over 275 million tonnes of plastic waste and that's the same weight as 55 million elephants.
A SUSTAINABLE AUSTRALIAN SUCCESS STORY
Speaking to Andrew Hendy (CEO at Headstart) about how the idea for these products came to be, he says that "a few years ago I noticed that the jacket I was wearing was made from recycled materials — I realised that if they can make clothing from recycled materials, it must also be possible with plush toys."
Continued on next page...
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Since then, Headstart have successfully launched their Resoftables range of products into Australia, USA, Germany, UK, Canada, New Zealand, Israel, Korea, Philippines, UAE and Nordics, with Argentina and South Africa soon to follow. The Recyclings range of products have, so far, been launched into Australia, USA, Canada, UK, Israel, Nordics, Singapore and UAE, with New Zealand and South Africa soon to follow.
We asked Andrew about what has been achieved so far with these products, and it is clear that the efforts that have been made are making a great impact and much has been accomplished; "our relatively little Australian toy company has repurposed 10 million plastic bottles in two years since launching Resoftables and well over 30 million bottle caps will have been repurposed by the end of the year (2022) through our Recyclings products."
The Resoftables range includes many styles of plush characters in all different sizes — from 6 inch mini plush with recycled plastic bag clips, to jumbo 60 inch plush (each one made from 239 recycled plastic bottles!). There are also many licensed versions available, including Disney, Sesame Street, Care Bears, Cocomelon and more.
Resoftables are super soft plush toys made entirely from recycled plastic bottles, helping to reduce the amount of plastic waste going to landfill. Every product in the Resoftables range is also GRS-certified (Global Recycled Standard). "It didn't happen overnight, but we invested heavily to bring Resoftables to market as quickly as we could — we knew that retailers and consumers were 100% keen to support this initiative — and we were right, the growth has been fantastic and the love for Resoftables is really strong."
EDITION 2 • AUGUST 202208
Recyclings are collectible figurines and pencil toppers made from 70% recycled plastic — each one repurposes 7 recycled plastic bottle caps. All Recyclings packaging is either recyclable, made from recycled materials, or designed to be part of the play pattern.
The Recyclings range includes single packs and multipacks of collectibles, as well as a new doll range — 'The Recyclies' and a vehicle playset 'The Trashtastic Recycling Truck', with plush soon to follow. It is amazing to see the progress that Headstart have made in a short space of time. They are already expanding the offering with Rebuildables & Replayables, and it will be even more interesting to see what else they can develop and introduce to their sustainable range in the coming years!
www.headstartint.com
FEATURE A SUSTAINABLE AUSTRALIAN SUCCESS STORY INTRODUCING RESOFTABLES AND RECYCLINGS BY HEADSTART WITH ANDREW HENDY
Speaking about the development of Recyclings, Andrew says, "Recyclings (and our other recycled hardlines — Rebuildables & Replayables) took a bit longer to develop, as they're made from recycled bottle caps (which are PP, versus the actual bottle — PET — used in Resoftables) — and it was just a slightly more complicated production process."
I asked Andrew about the journey so far and he explained, "it hasn't been easy getting here, it's still not easy pushing forward, but we will not stop. Our goal is to repurpose 100 million bottles so we are only 10% of the way there!"
BMS Brands seems to be a business that caters for both the Major Retailers and Independent Stores as well. How do you manage this across the business? One word. Relationships. BMS started predominately supplying to the independent book trade, as this was where our founder had been involved for many years prior to starting BMS. In BMS's infancy, David saw the potential in creating brands that would cater to both the toy and book trade (independent and major) and with that came the expansion into mass market. This is how the business has managed to sustain real growth. Both trades are as important as each other, because it gives us coverage. How we manage this is simple, we have structured our reps to cover all of the independent trade, and there is plenty. We cover our majors through myself and David, whilst guiding the reps with our combined experience. In BMS’s infancy, David saw the potential in creating brands that would cater to both the toy and book trade (independent and major) and with that came the expansion into mass market.
Josh Bonello (left) and David Smith (right)
INTRODUCING BMS BRANDS
INTERVIEW BMS BRANDS INTRODUCING
Hi Josh and David. What has been happening since we last heard from BMS Brands in The Bugg Report, Edition 41? We have been very hard at work with production schedules and planning for 2023! Our craft ranges seem to be getting so much interest from the market, not just with Play-Doh Air Clay, but in all areas of craft. We are really happy with the results from the first release of our wooden jigsaw puzzles, which we launched late last year and have a second release hitting the market in August... This will be one of our core lines, considering how solid they have been. And of course we are dusting off our Christmas hats and firming up our commitments for Christmas 2022. I believe you are expanding BMS Brands into the United Kingdom and New Zealand. Can you tell us about this? We opened the UK Division at the beginning of the year with offices and warehouses in Hamel, Hemstead. It has been going well considering it's a tough market, but we have had a great start and had lots of enthusiasm from UK retailers, in particular with our Construct It ranges. Our office & warehouse in New Zealand has only just officially opened, with the showroom and warehouse located in Auckland. It is already really exciting to see how well received our products have been over there.
From humble beginnings, BMS Brands has come from supplying promotional products and remainders to developing and distributing key brands in educational products and toys to a variety of retailers, in Australia and globally. Today, The Toy Universe speaks to David Smith (Managing Director) and Josh Bonello (Sales Director) at BMS Brands (Wholesale) about the business, how it has developed and what is on the horizon for the remainder of 2022 and beyond! BMS BRANDS WITH DAVID SMITH AND JOSH BONELLO
EDITION 2 • AUGUST 202210
Play-Doh Air Clay has been a great journey so far, we have seen so much support from both majors and independents. The launch date is nearing and we are really grateful for the support everyone has given the brand. We have had our challenges, but everyone who has supported us and the brand have the same attitude towards it that we do, and that is that it will be a success in our market. Construct It has been on a similar and exciting journey, as we have been commissioned by a government body to develop a kit specifically for them. We have also been commissioned by the Imperial War Museum in the UK to develop a Spitfire model.
For retailers looking for new brands and product options, not only in Australia but globally, what does BMS Brands offer and how can they get a conversation started?
It was so great to finally be amongst it again! We think it was a great success and the turnout was fantastic. It was wonderful to see everyone together again after the previous two years of cancelled events.
Creating and having brands is largely where we have seen the most success. Brands are everything. We have so many long term customers, some of which took a real punt on Construct It in its early days, and we have seen the numbers grow from there. The future for us and our brands is to just keep developing them and evolving them. We have developed trade partnerships with major US brands like Creative Kids and we work very diligently with them to ensure that the content is relevant to our market. After recently speaking with Josh, I believe you are looking at ABC "The Deep" lenticular puzzles? Can you explain a bit about this? We have taken a licence for The Deep to produce puzzles, games and stationery. We have developed a range of lenticular puzzles to start, and are in talks with a few key people in the trade so we can give it the right traction. It is actually very exciting because like our brands, we see the value in having a licence for successful production in Australia. The Deep Seasons 1-3 were a hit show around the globe, and Season 3 in Australia the 3rd best performing iview program to date by VPM. The show went to number one upon its launch in the UK on CBBC. We are very confident that merchandise for The Deep will perform solidly and expect to have products released this September. Last time we spoke, BMS Brands were looking forward to the upcoming launch of Play-Doh Airclay and Construct It. How are things progressing with these brands?
www.bmsbrands.com.au
Well, as mentioned we have new product launches for Play-Doh Air Clay and our puzzle brands already lined up from August onwards. As for Construct It, we are really going one step further with the launch of a new Buildables range aimed for the younger age group. We have done a soft launch on the beginner kits, with the full range being available in September. We are eager for 2023 as we have new craft brands in development now, and we are just finalising details.
As a business we are agile, which gives us the ability to work really closely with our trade partners and facilitate things that might be overlooked by already embedded brands. We are also highly approachable. We never shy away from these kinds of conversations, after all, it is how we have managed to grow the business. If our customers and trade partners have an idea, we are always happy to look at how we can cater for it.
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Whilst you have been a domestic operation (inside Australia) predominantly to-date; how do you see your expansion into the market as a global business progressing? We have yet to conquer the US domestic market. We have been working with some ideas and currently supply FOB to various customers from our UK operations. We are still growing domestically and are really just getting underway in the UK and NZ. Our focus is to master these markets before we expand further. As we read about here, BMS Brands are now a real destination for brands. What does the future hold in terms of brands and how you will work with them throughout your operation?
You recently exhibited at the ATA Toy Fair Mid-Year Previews. I trust the response to your brand and product offering was positive?
What is coming up in the second half of 2022 and beyond?
Why was the game called Squatter®? Bob Lloyd loved Banjo Paterson's poetry, which captured the Australian spirit for many people. During those early years, "the Squatter on his Thoroughbred" in the song "Waltzing Matilda", was almost universally accepted to mean a pioneer sheep farmer. Bob considered several names but settled on "Squatter", as it was a name that was available and worked very well for the Australian market. At that time, there was hardly a better or more Australian word than "squatter" to describe an Australian game that was all about sheep farming and wool production.
MARKET WRAP SQUATTER® BECOMES STOCKEER®
1. a person concerned with or engaged in livestock farming
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Squatter®, the family board game about sheep farming, was first released in 1962 by its inventor, Bob Lloyd. Since then, Squatter® has become a well-loved Australian icon and sold well over 700,000 copies. Squatter® is now widely recognised across Australia and New Zealand.
Why change to Stockeer®? While the understanding of the pioneering squatter of Paterson's poetry still resonates with many Australians; outside Australia, the word "squatter" usually means an "illegal tenant who is difficult to evict". Even in Australia, the word "squatter" now fails to convey an accurate perception of the game. Squatter® has always been about excellence in farm management, to prosper in the ups and downs of life on the land.
The word "squatter" has various meanings and interpretations across different countries, cultures, and generations. But a different name would enable export of this Australian designed game for players around the world to enjoy. And so, the new name — STOCKEER®. (Pssst ... it's the same game, with a new name). We favour the new name STOCKEER® because we can apply the term "stock" to any form of livestock. And although the game Squatter® is about sheep, the fundamental principles of the game relate to most types of livestock raising. Such principles as budgeting, fencing, managing water resources, assessment & mitigation of risks such as droughts, diseases, and bush fires. What would Bob Lloyd say?
2. a farmer, especially a farmer with a focus on regenerative agriculture and sustainability
Bob recognised by the 1970's that the meaning of the word squatter had evolved. He confided to his family that if he could start over he would choose a different name. We believe he knows how carefully we have sought a new name and why. To quote one of Bob's favourite expressions we think "he would be tickled pink" with STOCKEER®. We LOVE the new name, and we hope you do too!
STOCKEER® IS THE NEW NAME TO INTRODUCE AUSTRALIA'S ICONIC BOARD GAME TO INTERNATIONALSTOCKEER®MARKETSDEFINITION
EDITION 2 • AUGUST 202214 MARKET WRAP THEGEOMAGWORLDGEOMAGPLATFORM
MAGNETISM IS JUST ONE OF THE MANY NATURAL INVISIBLE FORCES THAT BRING LIFE TO THE GEOMAG PLATFORM forces of magnetism with a world of mechanical construction, to stimulate creativity, inventiveness, and ingenuity. In addition to the classic magnetic rods and steel spheres, Geomag Mechanics adds mechanical elements within the constructions, expanding the play possibilities: some parts of the structures are able to rotate, triggering chain reactions from the magnetic attraction and repulsion. Last year saw the range completely overhauled with new product colours, packaging, and branding. All of course made from 100% Recycled Plastics.
Magnetism is just one of the many natural invisible forces that bring life to the Geomag platforms: creativity, intelligence, the human mind, and even gravity cannot be seen but they all make the play activities with our Swiss made toys fun educational experiences. Over the last two years we have presented a revolutionary green range: a market-leading innovation that both our consumers and the planet will appreciate! We are delighted to have showcased at the ATA Mid-Year previews the new 2022 lines which will also be made of recycled plastics, meaning the full catalogue of lines in our portfolio will be made using recycled plastics. Magicube is the range of Geomagworld products that has revolutionised the Junior Construction category. This innovative toy is a building system made up of magnetic cubes that attach to each other on all six sides. By harnessing the invisible and magical properties of magnetism, children can give free rein to their imagination as they build colourful 3D models. By playing with the individual cubes, even the youngest of children begin to develop their first manual skills. Our new Magicube Recycled collection with 100% recycled plastic has the same bright colours and highquality standards as all our original Geomag sets. 2022 will include a new 25-pce set to the Shapes Range.
The highest standards of environmental sustainability can be found in Geomag’s Classic magnetic construction system. Magnetic rods, panels and the bases made using 100% recycled plastic. Powerful magnets, quality materials, strong constructions, great colours: 100% Geomag. The storage box now included is a practical, durable pocketsized box for the rods and spheres — naturally in 100% recycled plastic. The Geomag Classic 100% Recycled line dedicated to everyone who wants to play with an explosion of fun and colours with the new Glitter & Glow segments. These firm favourites and best sellers in prior years have now been refreshed with new packaging and will be made using recycled plastics. The Geomag recycled plastics used for the rods, panels, and bases work so well with their perfect colours and glow in the dark thesellingwereAlsocreativedemandingevendelightingfunctionthemostofspirits.onshowthetoplinesfrom Mechanics combinesplatformconstructionthatthe FOR 2022, NEW TO THE RANGE WILL BE THE CHALLENGEMECHANICSSTRIKE!
GRAVITY & MAGNETIC MOTION For sales enquiries please contact andrew@akmtoys.com.au
And this is how I came to have my collection of about twenty Humpty Dumpty soft toy noses and which led to Croner Toys being appointed as the first licensee to produce and sell ABC Play School soft toys, as I had decided that making stuffed toys was not something the ABC needed to be doing in the future.
EDITION 2 • AUGUST 202216 COLUMN STORIES FROM GG'S TOY BOX BY GRAHAME GRASSBY STORY 1 — MY HUMPTY DUMPTY NOSE COLLECTION!
— Grahame Grassby
The Humpty Dumpty soft toy produced by ABC Enterprises in the 1980s, was a toy sewn from fabric and stuffed with a soft material that could be used as a comfort object by children of all ages. Stuffed toys like teddy bears, cuddly dolls and Humpty may seem harmless, but their eyes, nose, hair, buttons and jewellery can pose a choking risk for children if not attached properly. This is what happened when a child bit off a Humpty toy's nose, and the nose was found in the child's mouth by his mother. The concerned mother reported the matter to the Department of Fair Trading, who advised the ABC that a product recall of the Humpty Dumpty soft toy was necessary. The toy was deemed to be dangerous to children as they could suffer a serious injury when playing with Humpty if they choked on or swallowed his nose. I was appointed the ABC's Humpty Dumpty Soft Toy Recall Officer and the ABC set about advising the general public of the Humpty Dumpty toy recall by way of national ABC TV and ABC Radio announcements, national and local newspaper advertisements and in-store signage at ABC Shops and ABC Centres. The Humptys started to flood back to the ABC and my office began to fill up with, and then overflow with, returned Humptys. And then the phone calls started “Call for Humpty Recall Officer on Line 2 please', "Humpty call Line 1", with some stressed parents ringing up saying they didn't want to return their child's Humpty toy to the ABC as it was their child's favourite toy and that their child would be very upset if Humpty was taken away from them. Oh what to do? — I started out with “I'm strictly not allowed to say this to you but have you thought about making sure that Humpty's nose is completely secure and not following the ABC's recall notice and just keeping your Humpty” which gave a solution to some parents, but others didn't want to take the risk of having the ABC pursue them to return their child's Humpty, so I offered a second solution — "I'm also not allowed to say this to you but why don't you cut off Humpty's nose and send it to the ABC's Humpty Dumpty Soft Toy Recall Officer advising him that you believe that this action is meeting the ABC's recall requirement and keeping your child happy, all be it with a noseless Humpty?"
Stories from GG's Toy Box HUMPTY DUMPTY NOSE COLLECTION!
MY
CHECK PRODUCT DETAILS
• Are the dimensions of your product modular so that it makes best use of the retailer's limited shelf space, and fits onto the store planogram? Keep in mind that retailers review return on their investment (ROI) and how productive the space allocated is.
STEP 1 STEP 2 FROM THE BUYERS DESK
• You must know your products well including the game play, size, what's included, battery requirements, sustainability, etc. Incase the buyer asks questions.
DO YOUR MARKET RESEARCH
• Do you have a marketing programme associated with your product? Is this a regional or a national programme? Please note you do not need a marketing programme to sell a product... the product is the most important thing (a strong marketing campaign cannot sell a poor product)!!
• Ensure your packaging is secure (pilfer-proof), retail friendly, all consumer related information is on the front of the pack (your product only has two seconds to grab the consumer's attention) and has all the required regulatory markings, etc.
• Ensure you visit online retailers as well as overseas sites to see what your competitors are offering the market. The toy retail market is a global market and many retailers do their research the same way.
PRESENTING PRODUCTS TO TOY BUYERS
• Tailor your presentation to each buyer. You may not be able to cover every question the buyer may ask but the best advice is being prepared. This also instils confidence in the buyer!
www.thetoyuniverse.com.au 19 COLUMN FROM THE BUYERS DESK BY AN EXPERIENCED RETAIL PROFESSIONAL EDITION 1 — PRESENTING PRODUCTS TO TOY BUYERS
• You need to be objective when comparing your offering to the market — check pricing, sizing, quality, packaging, marketing, etc. How does your offering stand up to the competitor's products and why will your product be accepted by consumers and sell better than the current market offering?
I have been in the retail trade for over 40 years, with over 30 of those years in the Toy Industry, and I have seen many changes over these years and also picked up a few tips along the way. In this first edition of "From the Buyers Desk", I have laid out some notes below which are my views on how to present products to toy buyers. Hopefully some of these will strike a chord and assist you with your presentations and result in a positive outcome!
• Please review the number of retail units in the outer carton pack (i.e. the reorderable unit). The reorder unit should be engineered to enable the retailer to fit a pack and a half "on show" (e.g. a pack of 6 allows 9 units shown). This retail shelf "on show" quantity should be able to cover 8 weeks' sales at the maximum. Retailers must ensure they cover their cash flow requirements, and as a back of envelope rule of thumb, work on an average sales rate of one unit per store per week (lower for items over $100 and higher for items less than $10 retail).
• Ensure that your product meets all the regulatory QA standards, as well as any retailer specific requirements and guidelines.
• Do consumer research if possible and ideally not just ask your family members opinion. This will give you valuable information.
• Check how the retailer operates — can you accept EDI orders and payments, can you deliver Australia-wide if you are pitching at a national retailer, do you know the retailer's expectations on trading terms, can your production and cash flow allow for large orders, etc?
• Visit the retailer's (and competitor's) stores to see what they are offering and their pricing policy.
STEP 4: ORDERS
• Once a product is in stores, please monitor the sales units, sell through % and the customer reviews (on retailer's websites) to correct any issues or make improvements along the way.
• It is also recommended that your business is set up to trade ASAP. You may be asked to offer trading terms, prices, discounts, FIS deliveries, EDI compatibility, delivery options, returns procedures and payments terms (e.g. net 60 days).
STEP 3 SUMMARY4
✅ Monitor sales, customer feedback and competitor's actions and adapt.
• Be patient as it may take a few days for the buyer to respond. A suggestion is to send a follow up email after the 1st week and the 2nd week. After this follow up with a phone call. If the buyer is interested, a meeting will be scheduled and please ensure you have a sample (or a mockup) and all the relevant details — be prepared for questions you feel the buyer may ask.
• Most of this information can be found on the retailer's websites... however if not, please ask questions. You have to be comfortable that you want to supply the retailer as well... business is a two-way street and has to be beneficial for both parties.
• A good suggestion is to send a tailored email to the relevant buyer with all the product information including price, availability, market data and sales projections plus any local or overseas sales information. Most buyers are time poor and the more information you can provide makes their decision easier and gives a better chance of a positive response. Think like a buyer and ask yourself what information would I need to make a decision?
• Watch sales and email the buyer (approx. 6-8 weeks after the launch in stores) with an update on how the item is selling (tip — do not assume the buyer has time to review all their products every week — this can be well over 1000 SKUs and any assistance is appreciated). Usually after 8 weeks the product has had time to establish a regular sales pattern on which you can base your sales/production forecasts. If sales are positive — offer extra follow up stocks and if sales are lower than expectations have a proactive remedial plan to address the situation.)
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✅ Do your research and be prepared.
✅ Know the retailer you are selling to and tailor your offer to their specific needs.
STEP 3 MAKING AN APPOINTMENT
• Know the retailer's ordering procedures — warehouse, cross dock, direct-to-store, etc.
• Ensure you follow up the delivery with the carrier to ensure it is delivered on time. It is the supplier's responsibility to ensure the carrier delivers as per the order and on time.
✅ Business is a two-way street and it has to be beneficial to both parties. I hope some of these points can assist you in your endeavours of selling to retailers. They are by no way an exhaustive list however they are just thought starters to assist in your thinking process. Good luck and good sales!!
STEP
✅ Know your product and why it meets the market needs. Ensure your product is customer and retail friendly.
• Once you have established business please understand the individual retailer's systems. Ensure orders are packed correctly with the correct retailer carton markings, EDI labels attached correctly and stock is delivered on time so you are paid on time.
• A good tip is to visit the retailer's website, as many retailers have a plethora of information regarding doing business/trading with them, including trading terms, distribution, ordering, EDI, etc. Many have the relevant buyer's names and contact details.
divisible by info@dbz.com.auzero0393889902
to share ideas, stories, and successes. You are all competitors but also when relaxing together, you are also great comrades. I'm sure you are as keen as me to come on-site and witness the magic that is the Fair.
This includes exhibitions, networking functions, safety & compliance advice and the compliance analyser, representation to Government and media, industry data and export development. If you are looking to become a member of the ATA or have any queries regarding membership, please feel free to contact me anytime. Wishing you all the best in the coming months and leading into the silly season. A huge thanks goes to all of those that made these events successful, including our badge sponsor Ghostfire Gaming.
Where has the time gone? We are already into the 2nd half of 2022 which means that Christmas is just around the corner. I visited Gift Fair recently to meet up with members and introduce ATA's new Events Manager, Jacqui Christou, to some of them. The Fair was bustling which is so great to see and I hope that everyone had a successful event. The ATA recently held our MidYear previews in both Sydney and Melbourne. This year was our first showing in the hometown of our main event in March and bookings of space came in super-fast. All up the two events hosted over 60 exhibitors in ballrooms and boardrooms and even the weather in Sydney didn't dissuade our visitors to attend. It did seem that everyone had a great fair and there was a good turnout from retailers including Big W, TJX, Kidstuff, Toyworld, Toymate and Amazon to name but a few.
AUSTRALIAN TOY ASSOCIATION
EDITION 2 • AUGUST 202222 Alice Sanderson began her career with the ATA in 2010 while completing her bachelor in Event Management. Alice has been instrumental in managing the Australian Toy Association Events and took on the Executive Manager position in 2019. Alice is passionate about the industry and together with the ATA staff and Board, continues to serve the members. asanderson@austoy.com.au UPDATE ALICE TOYAUSTRALIANSANDERSONTOYASSOCIATIONHOBBY&LICENSINGFAIR2023
Other than events, the ATA membership have been tuning into our webinars for great content including guides on Christmas branding from Mumpower, ensuring your internal compliance processes are up-to-date by ATA's Richard Hayman and 2021 in review by the NPD group.
UPDATEIt'sachance
We pride ourselves on providing quality information to assist our members with their businesses as we aim to support the membership in any way possible.
This year we celebrated the return to face-to-face events with a networking function on the first night of the Previews and they were fantastic opportunities to relax and catch-up over a drink. A huge thanks goes to all of those that made these events successful, including our badge sponsor Ghostfire Gaming. Preferential round has now begun for the 2023 Toy Hobby & Licensing Fair and if the interest from our 2020 and 2022 exhibitors is anything to go on, then this will be a great return for the industry. The Fair for me is not just an opportunity for great product to be viewed and ordered, but it also keeps the industry alive and thriving.
EDITION 2 • AUGUST 202224 PHOTO Mid-YearSydneyTOURPreview 6 & 7 July Mid-YearMelbournePreview 12 & 13 July PHOTO TOUR MID-YEAR PREVIEWS SYDNEY & MELBOURNE
www.thetoyuniverse.com.au 25 Mid-YearSydneyPreview 6 & 7 July
EDITION 2 • AUGUST 202226
www.thetoyuniverse.com.au 27
EDITION 2 • AUGUST 202228 Mid-YearMelbournePreview 12 & 13 July
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