Brand Profile Retail Profile
Moose
Changing the game at
Toymaster
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The independent toy buying group Toymaster is planning some changes to the way it operates, placing greater emphasis on its FOB programme and shifting internal roles to better reflect the strengths of its team members. Paul Reader, Toymaster’s commercial director, paid a visit to the Toy World office to chat with Rachael Simpson-Jones about what these changes will mean for members and suppliers, how the group is helping indies overcome challenging trading conditions and why a one-size-fits-all approach doesn’t always work.
oymaster has been around since 1989. The buying group helps independent toy retailers compete in the marketplace. Its mission is to help members trade more profitably by building strong relationships with suppliers, working closely with big name brands and products, securing indie exclusives, and working on a full 12-month marketing programme including window and in-store display materials, promotions and loyalty schemes. It also produces an annual consumer Christmas catalogue in three different page configurations to suit every member’s needs and offers advice on all aspects of toy retailing when required. Its bespoke Toymaster Information Management System (TIMS), meanwhile, streamlines members’
accounts and invoicing, freeing up more time to spend on the shop floor and allowing the retailer to run their business efficiently. It’s a popular, well-respected, well-run group. Yet despite this, Paul, ever the pragmatist, says the group has had to face up to the challenging retail sector. Recruiting new bricks & mortar retailers remains a priority to strengthen the group’s position in the market: a stronger independent sector is both important and necessary. Toymaster recognises that it must adapt, improve its current offering and continue to support its existing members and suppliers. To this end, Toymaster is turning its attentions back to its FOB (Free On Board) programme. Long a successful
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mainstay of the group’s strategy, it has always been about the best performing brands and mostly hinged upon a spring/summer range previewed in October, delivered in January/February, and an autumn/winter range previewed in March and delivered in August. Paul credits Zuru for changing the group’s outlook on FOB. Its ever-changing, trend-led assortments mean Toymaster needs to take a more year-round approach to FOB lines that, in turn, will provide its members with a higher turnover of new product to tempt shoppers back again and again. Brian McLaughlin - an experienced buyer with a background at Toys R Us and Early Learning Centre and the group’s development manager of some five years will be transitioning to a new role overseeing the group’s
