16 minute read
Talking Shop
Talking Shop Starting over
This month, indies tell us why London Toy Fair is such an important date in their diaries, how they make the most of it and why the success of the indie sector is vital to the success of the overall UK toy market.
Krishna Yadlapalli - Booghe Toys, Birmingham
I will be attending all three days of London Toy Fair this year to see the new ranges from each supplier that we’re currently working with and to try and find some new suppliers at the same time. Booghe has around 106 suppliers on board at the moment, and we’re hoping to take that up to 120.
For the majority of brands that we deal with, we already have appointments booked. We’ve pre-booked almost all our time, starting from 9:30 AM on Tuesday all the way to 5 PM on Thursday. Some brands we block half an hour for, and others will take a full hour – or even longer in the case of companies like Character Options, where we carry an extensive range. London Toy Fair is one of the few places where we can see all the items that are coming out ahead of time, all in one place. We sit down with our suppliers, go through everything, discuss the last year and what challenges we faced and talk about what we’re expecting for the year ahead.
This year has been challenging, especially being in competition with some of the bigger retailers. There is a B&M next to us, and it carries toys, games and collectibles, often at heavy discounts. We don’t run nearly as many offers in store, especially not at that level. Bigger retailers constantly (or so it feels) advertising this sort of activity is taking trade away from the independent toy shops that simply can’t compete with that kind of pricing.
We have recently expanded upstairs with our Dragon Fly Café and virtual reality space. They are both going down really well with our customers, and we’re still improving the new café menus. We’ve already had four private bookings so far, two in December and a couple more in January, even though we haven’t started advertising this space in earnest yet. There are still a few small things that we want to get right, and then we will begin much more prominent marketing initiatives. I think it’s important to give customers an experience when they’re in the store, which we aim to do with the café and other spaces.
As we move forward, I have two strategies in mind, in terms of new ranges for Booghe, one for online buying and another for in-store. Just because a product is selling well in-store doesn’t automatically mean it will perform well online, and vice versa. We don’t have as much buying power as some of our bigger rivals, so we need to maximise our offering, ensuring that online and in-store complement each other in order to maximise volumes.
Next year, we will be concentrating more on the licensing side than we have in the past, supporting global movie and product launches, working with suppliers based on their TV ads and making sure we have the right stock at the right time.
Many of our products can be sold 365 days in-store, but licensed products for major movies sometimes need to be brought in a week or two before the movie release date, and then be sold through about eight weeks later, once (if) the buzz has died down again. But we need to tailor our buying strategy for each different movie release, as some franchises have more longevity than others.
To promote the store, we use social media platforms such as Instagram, Facebook and TikTok, as well as paid advertisements. We’ve also started collaborating with local schools to bring the Booghe name to its market demographic, letting them know all about our brand and what we offer. My plan for next year is to increase the marketing side, with billboard advertisements, a local media presence and putting our food and drinks from the café on Uber Eats.
Games and collectibles have performed really well since we’ve opened our upstairs space. Every Monday, we have the Booghe Family Games Club, where from 4– 8pm in-store, there’s a game designer that comes and demonstrates different games to attendees. It’s been a huge success. Interacting with the customers and teaching them how to play the games has been a really fun activity - and has led to lots of transactions. We host the Games Club in the café, which the customers enjoy, especially now we have a wider menu. We also run events for trading card games like Pokémon, Disney Lorcana, Yu-Gi-Oh! and Magic the Gathering. We’re planning to host monthly events for each TCG and continue the Games Club every Monday.
Independents are inevitably going to have challenges while the economy is struggling, especially when we’re in direct competition with bigger players. When I’m at Toy Fair, I’m planning to discuss with suppliers how they really need to think about who they’re supplying their products to and how they’re treating us. If they plan to support all the big retailers, and of course they have every right to, my buying approach will have to change next year, both online and in-store. Independent retailers are the ones who need more support. I’m very pleased with Booghe’s performance since we opened our first store in Birmingham; the business is supported quite heavily by our online shopping platform, and we’re lucky that our store has been doing so well. You don’t need to lower your prices to attract customers; we’re proof that you can still be successful without doing that. But you do need to find ways to draw customers in.
All suppliers should be focusing on how they can work together with indies more. If you look at Spin Master, it has a separate price sheet for the indies where it gives more support, better margins, etc. At Booghe, I am building a brand, and I want it to have longevity. I believe the whole toy industry needs to change based on our behaviour as a society and how the customer is shopping. Our aim is to satisfy the customers’ needs first.
If suppliers want to work with us, they need to treat us well – if they give us attention and support, then we can successfully promote their brands. Maped Helix and Spin Master do a really good job at supporting the indies, along with several other brands , but there are still quite a few that don’t make any particular effort. When supplying entire ranges to the big stores whose primary focus aren’t toys, they should think about how this is affecting the indies, and in turn the overall toy market, because we can never drop our prices or give the kind of deals that they do. I’d like to see all major suppliers change their attitude towards independent retailers versus the ‘big boys’.
Mehak Rauf - Toys4you, Sutton Coldfield, the West Midlands
Toy Fair is an unmissable event, giving indie retailers the chance to gain valuable market insight and start selection planning. With toy manufacturers, designers, distributors, retailers and media all under one roof, Toy Fair is a prime networking hub that allows us to enjoy valuable face-to-face interactions, build relationships, secure partnerships and explore potential collaborations for the upcoming year.
Here's a breakdown of what I’m aiming to achieve, discover and/or order:
• Emerging trends and technologies - With the growing interest in technology, AI and augmented reality (AR) in toys, I’m keen to explore interactive dolls, robots and games that combine physical and digital play.
• Representation matters - Discovering toys that cater to children’s diverse experiences, whether through accessible designs for kids with disabilities or toys that represent various cultures and family structures, will be a key focus.
• Collectibles and action figures – These have been staples of the toy market in 2024, and I hope to discover new ranges based on licensed characters, limited edition toys and creative collectibles that appeal to both kids and adult collectors.
My visit will be focused on discovering the next wave of innovative toys and games, supporting our business and fostering collaborations. Whether it's through adopting sustainable practices, integrating new technologies or meeting the diverse needs of the next generation, I’m hoping Toy Fair 2025 will be full of new opportunities.
Toy Fair is an incredible opportunity to spot new products, network and get inspired by what’s happening in the industry. However, given the scale of the event, it can also be overwhelming.
To make the most of your time at Toy Fair 2025, here’s some practical advice:
• Prioritise your contacts: Identify key people or companies you want to meet - and plan ahead. Some may require appointments or be busy during certain times of the day.
• Leverage social media: Keep your social media updated during the event with posts and behind-the-scenes content, or even make some teaser videos (with permission of the exhibitor).
• Have a plan for follow-ups: After the event, make sure to follow up with the people you’ve met. A quick email or message thanking them for their time will be gratefully received, and if you placed any orders during the show, ask for copies.
• Trendspotting: Pay attention to new trends and emerging product categories at the show. However, don’t get distracted by every shiny new idea. Stick to your store’s core identity and what will sell within your customer base.
I believe the UK & Ireland’s independent sector plays a vital role in the success of the UK toy industry for several reasons:
• Innovation and product diversity: Indie retailers can champion unique, niche and innovative products that might not immediately appeal to large chains. By taking risks in emerging or less conventional products, they help diversify the market and support smaller manufacturers, bringing fresh ideas to consumers.
• Community and customer loyalty: Often deeply embedded in their local communities, indies build strong customer loyalty and offer personalised shopping experiences. This customer engagement helps them gain valuable insights into what their customers want, which can then shape broader trends.
• Support for smaller brands: Indie retailers provide an essential platform for smaller or start-up toy brands that might struggle to get shelf space in major chain stores. This support allows for the growth of new brands, which is essential for the overall health and dynamism of the toy industry.
• Trendsetting and consumer testing: Indie stores often act as trendsetters, identifying and promoting new toys that have the potential to become bestsellers. Their agility in responding to consumer preferences allows them to test products in ways that large chains sometimes cannot, providing valuable feedback to manufacturers about what works - and what doesn’t.
• Adaptability and resilience: Indie retailers are generally more agile and adaptable, making them resilient in times of market shifts. Their ability to quickly pivot and adopt new trends can keep the toy industry steady.
Strong indie representation at trade shows like Toy Fair is essential. Such events provide us with a host of opportunities that benefit the entire toy ecosystem. A presence at Toy Fair gives indies a voice in industry trends, ensuring that the toy market remains diverse, innovative and closely connected to consumer demands.
In my opinion, Toy Fair isn’t just a business event – it’s a celebration of play. The show floor is filled with playful exhibits, interactive displays and large-scale installations that make it a truly enjoyable experience; even as a buyer or supplier, everyone can enjoy the fun, whimsical side of the toy world.
Theo Keller - Roys Toys, Hoveton, Norfolk
I am looking forward to heading to London Toy Fair 2025. It’s one of the most useful events in our buying calendar, and, of course, a great way to see new products. It’s helpful to have so many suppliers under one roof, and with my diary quickly being filled, I’ll be there for the entire duration of the show.
We’ve had a great 2024 despite the challenges, and it’s immensely satisfying to see the team’s hard work pay off. More than anything, it means that we’re in a strong position to start the new year, both building on what has already been developed and getting excited about all the newness to explore in 2025.
After Christmas, it makes sense for there to be a shift away from big ticket items, and I have factored this in when approaching the new year plan.
I think it’s key to understand where we are in the year: it’s cold and dark outside, and people aren’t looking to spend in the same way that they are pre-Christmas. But customers are still looking for the joy and escapism that toys can bring, particularly at this time of year, so we are always trying to get our offering just right.
We use social media as a way to show off our toy store and the ranges we stock. With a fantastic shop floor and display team, it’s great to have a platform to celebrate all that they do, and keep customers informed of any offers or competitions that we might be running. Our marketing team is always working to develop our social media presence, exploring how we can use this as a window to showcase our creativity and uniqueness as a store, and to find new ways of engaging with our audience.
There are several exciting new films scheduled for next year, and as always, it’s important that we represent this in our product range. However, it’s also necessary to stay on your toes and gauge public reaction as much as you can, to separate the one hit wonders from the viral licences whose popularity only seems to grow exponentially.
I want to continue to develop areas which are new to us as a store. The kidult market has only been growing, and with the resurgence in popularity of retro licences and comic-cons becoming more mainstream, this shows that the market for toys is even broader than perhaps we previously realised. I think all indies should be making the most of online platforms and popular new media as a tool to help understand what licences, themes and trends are currently strong. Making use of these valuable and generally free resources can give some great insights into what people care about and how that can translate into what customers are buying.
We are always striving to enrich the customer experience in our store. Whether suppliers are supporting with point of sale, window installations, competitions or demo days – any kind of meaningful, proactive support is hugely appreciated. Not only does it drive that all important footfall in store, but it helps our team to create the imaginative, memorable experience of visiting a dedicated toy shop in person.
indie viewpoint
Ring out the old, ring in the new
Ring out the old, ring in the new
With a tea and mince pie in hand, it’s a week out from Christmas as we write this. 2024 has definitely been a very strange year, and December hasn’t felt especially Christmassy so far, but we are sure it will in the coming days. In the penultimate weekend before Christmas, the Saturday was really busy with strong sales and we were trading up on the previous year, which was fantastic. There are two extra trading days this year due to the leap year, so it’s been very hard to judge where we are. We always look at our weather satellite, and after a couple of weekends being disrupted by storms, the final few days before Christmas were looking settled and clear which is good news. But with the kids breaking up from school a week later than last year, at least round here, there are lots of varying circumstances compared to last year.
There have been a few standout stars: the 1% Club Board Game from John Adams has been really popular, and the Pokémon TCG Surging Sparks release has been fantastic. The big movie releases at the end of the year, especially Moana 2 and Wicked, translated into excellent sales.
Without any standout major new lines or crazes dominating demand this Christmas, we focused a lot of our efforts on pocket money and good value lines, which customers have been buying in droves. For higher priced lines, there seemed to be more promotional activity than ever this year. With 20% off deals and 3-for-£20 offers galore, there was lots of clamouring to be heard out on the high street. However, we saw good traction online, and where we still had the stock, we cleared through a lot of it quickly.
Overall, 2024 has been the most challenging year since Covid, which meant we were constantly reviewing everything and making sure we kept on the ball with every facet of the business. In our area, we’ve had anchor tenants closing down and several more national retailers opening up close by, more so than we have had in any other year, which only increased the level of competitive activity we’ve had to keep track of. This meant we had to review every category to see where we need to adjust going into the new year.
Looking forward into 2025, generally we are positive, but we do feel it will be a challenging first quarter of the year. With a late Easter, and the budget impact to come from April, there are a lot of headwinds coming in Q1. But the first quarter releases from Lego look very strong, and we anticipate the F1 partnership across the range of Lego brands being very popular with customers. The new Pokémon TCG Prismatic Evolutions is also released in January, and the hype among the Pokémon community is very strong for this, so we’re expecting that to drive footfall and sales.
We will be heading to Toy Fair and Spring Fair as usual to see what is coming in 2025. This year our buying will be very carefully considered, as we seek to navigate the challenges that 2025 will inevitably bring. We are still keen to try new lines but will be cautious about committing to large quantities until we have some concrete sales data from our end. In the current climate, avoiding marking down products is key, to maintain our margin, so we want to be sure we can sell through a line rather than be left to clear it after buying too much.
Here’s to 2025!
