Special Feature - Toymaster Show

A whirlwind three days

From 17th-19th May, independent retailers from the UK & Ireland descended upon The Majestic Hotel in Harrogate for the longawaited return of the Toymaster May Show – and what a show it was. Toy World reports back from the event, where the team experienced first-hand just what makes it so special.

In the weeks leading up the first Toymaster May Show for three years, there was palpable excitement among both retailers and suppliers. The three-day trade event has always been wildly popular, but this year, due to its Covidenforced hiatus, attendees’ joy at being there seemed to reach new heights. Numerous suppliers described the atmosphere as ‘buzzing’ as retailers browsed, networked and placed orders aplenty. Nick Saunders, sales director at Brainstorm, described the show as very much an ‘order taking show’, noting that the company’s catalogue lines, including My Very Own Cloud and My Very Own Moon, were providing particularly popular – alongside Eugy, of course.

Elsewhere, One For Fun’s new distribution line Dream Beams received a lot of attention, as well as Wilton Bradley’s award-winning Water Wall, Clementoni’s Play For Future recycled puzzles and games, Huffy’s Disney Licensed bikes, Gibson’s No Planet B and Pride jigsaws and Just Play UK’s Toymaster-exclusive Alice in Wonderland range. Amy Saunders, Just Play UK’s sales director, said: “Toymaster always puts on a great show. Retailers reacted positively to our range, and our Toymaster exclusive Disney line has been a huge draw.” Her colleague Ryan Coyle, national account manager, added: “There was a real sense of optimism in the air at Toy Fair earlier this year, and even with everything that’s going on at the moment, it’s obvious that carried through to the Toymaster show.”

Mattel, which once again took over the Harrogate suite, showcased its full range of brands. Standout products included the Fisher-Price DJ Bouncing Beats, Barbie Amazing Mermaid Power Boat and the Disney Lightyear range. Danielle Lovegrove, field sales manager for Mattel, commented: “It was great to be back in Harrogate, seeing so many retailers and showcasing our fantastic range. It was full of energy and excitement with lots of productive conversations, and we were delighted to share our upcoming ranges with our distribution partners A.B.Gee, Kayes and Wind Designs.”

The May show is a great springboard for smaller suppliers and start-ups, which have long benefitted from the willingness of the independent toy retailer to try something new. By all accounts, the Slime Party UK stand was inundated throughout the show, in part due to Midco Toys’ David Middleton’s effusive praise over the past months, and Chris Blatcher, the owner of JAC Stores and Toymaster chairman, told Toy World his business has just received its first delivery of Mood Bears. Owner Jo Proud only started supplying the trade in September 2021 but is already making waves with her mental-health supporting plush range: look out for the gorgeous (and very cuddly) memory-foam Comfort Bear when he launches later this year.

Of course, the fun of Toymaster doesn’t end when the deals do each day. Tuesday night was party night, and let me tell you – if men in lederhosen playing woodwind instruments are your thing, and you didn’t manage to make it, you missed out. The fun continued after the drinks reception with a three course meal, further live music and some special presentations. Playmobil’s Keith Thompson received a bottle of bubbly and the well-wishes of all his friends and colleagues as he starts his retirement, and Golden Teddy Awards were presented to Russell Lipman of Wilton Bradley and Paul Wright of Mashal Toy Agencies. The party went on into the wee small hours, as it usually does, and even Toy World publisher John Baulch was spotted in the conga line… allegedly.

Following a second busy day of deals and networking, Wednesday night was awards night, a more formal affair. The following members were honoured with a special 25 Years Membership Award which was presented at the event: Howleys (Weymouth), Donalds of Peterhead, Thomas Moore (Exeter), The Toy Shop in Trowbridge, Blewetts of Hayle and JAC Stores (Isle of Man). Although not in attendance to receive their awards in person, the following members were also announced as having enjoyed 25 years membership: Gliddons (Sidmouth), Stewart Miller (Northern Ireland), Watkin Toys (Taunton) and Beatty’s (Loughrea). An additional two Toymaster Awards were announced. These Friends of Toymaster awards were presented to Tiffany Cairns- Allen of Lego and Tim Foley of MGA, in recognition of their hard work and commitment in supporting Toymaster members. The final award of the evening went to Asmodee for Supplier of the Year.

Throughout the show, suppliers including SES Creative and Carerra Revell pointed out the healthy numbers of Irish indie retailers at the show this year. The Irish contingent has always thrown its support behind the Toymaster May Show, but with many opting to sit out the London Toy Fair in January, this year saw even greater numbers in attendance than could normally be expected. However, the award for ‘visitor from furthest afield’ must go to Mike Derse, business development manager at the US retail franchise Learning Express, who immersed himself into the UK toy trade for three days with enthusiasm, an open mind and a sense of humour. In the coming months, the Toymaster team will be paying a return visit to join Learning Express across the pond as they continue to discover the many ways the UK and US trades are alike, and how they can best support each other.

All in all, the Toymaster May Show 2022 was a huge success, and Toy World would like to offer its thanks and congratulations to the team on yet again putting on a superb event. We caught up with Brian McLaughlin, Toymaster business development manager, during a rare quiet moment to ask how he felt the show had gone. He told us: “It’s been a fantastic show, with a great turnout from both independent retailers and our members as well as all the group’s suppliers. It’s been busy, too – lots of orders have been placed over the three days. The mood amongst the trade at the moment is buoyant and positive. Our members are planning for Christmas and are already excited to see all the fantastic new toys and games they’ve ordered here arrive on their shelves. Of course, it’s also been wonderful for everyone to catch up with their friends and colleagues again: everyone is happy to be back in Harrogate and the show appears to have been much missed. It’s been a whirlwind three days, but the Toymaster team is looking forward to the 2023 show already.”