Q&A - INDX

INDX show marches ahead

Rosie Marshall, head of Toys & Children's Gifts at Playroom, the toy buying team at Associated Independent Stores (AIS) – the organiser of the INDX Toy & Gift Show – tells Toy World readers what there is to look forward to when the trade event returns to its West Midlands exhibition venue, Cranmore Park, on the earlier-than-usual dates of 14th -15th March 2023.

How is this year’s show shaping up?

Our AIS suppliers and exhibitors are so supportive, and we received a strong rebooking rate immediately after our last show. We have visitor registrations growing week on week, with some big leisure and tourism names in attendance (watch this space). Aimee [Hill, Toy selector at Playroom] is working on the licensed toys product showcase and as a team we are focused on collating enticing offers from our varied exhibitor list and promoting them to members as well as all our other visitors prior to opening day on 14th March.

Can you elaborate on what’s behind the change of date for this year’s show? Has the feedback been 100% positive?

We’ve completed 12 years of our annual show, so we thought there was no better time than to hold a steering meeting with exhibitors. At the meeting we discussed the strategy moving forward at length, including potentially moving to a March date, which would avoid the Easter break and support retailers during such a busy time. We canvassed members for feedback, and they were in agreement with the date change. The response since has been overwhelmingly positive from both exhibitors and retailers. Moving the dates out of April and into mid-March was a conscious decision, made in partnership with suppliers to make this year’s show the best yet.

Why was ‘Licensed Toys’ chosen as this year’s theme, and how will it be reflected throughout the show?

We chose Licensed Toys because this sector has seen a massive resurgence post pandemic. Many consumers are returning to tried and trusted brands and emerging licences are also performing very well in shops. There are some great movies due for release this year including Super Mario, Teenage Mutant Ninja Turtles, Little Mermaid, Barbie and Transformers. On-demand TV is also having a huge impact on buying patterns, with Stranger Things, Anime and Wednesday stealing the limelight. As a team, we have to stay on top of the licensing world; we need to assist members and retailers in cutting through the noise.

What makes INDX an unmissable part of the trade show calendar?

The INDX brand stands for Independent Exhibitions, hosted at AIS’ headquarters in Shirley in the West Midlands. The show is one of over 20 INDX shows held at the venue each year. INDX Toy & Gift is curated and planned by a team with a wealth of knowledge in the Toy & Children’s Gift sectors. Myself, Aimee, Faz [Akhtar] and our events colleagues are focused on quality exhibitors showing a broad range of products to suit most retail spaces. This year we are working on doubling the show offers to support profit and newness in 2023. Our convenient location means that the show is also practical to visit, based just outside Birmingham with free parking, refreshments and pastries. Some of the biggest names in the industry will be showcasing their superb products, including Bandai, Funko, Hasbro, Moose, Mattel, Schleich and Ty.

How are you placing greater emphasis on gifting this year, and what will this mean for exhibitors?

We have a variety of gift suppliers attending the show, such as BamBam, which is returning to the show, while The Carat Shop, Orange Tree Toys, and Abrams and Chronicle are all new for this year. Many toy suppliers have a crossover between toy and gift products to provide gifting offerings for toddlers, tweens and kidults. The Kidult market is a good proportion of toy sales now and that area is not to be ignored, so we are pleased to be working with those suppliers too.

What are you personally most excited about when it comes to this year’s show?

We are really looking forward to welcoming both returning and new exhibitors to the earlier date and feel fortunate to receive great support from the industry. It is the perfect opportunity to catch up and network with likeminded retailers. This year, we are also re-introducing a social evening which exhibitors and visitors are welcome to join. This time we are hosting a pub quiz with a hot buffet and prizes to be won; contact us if you would like to join in the fun.

If a retailer would like to meet with the team to discuss the many benefits of becoming an AIS Member, they are more than welcome. Simply get in touch and we can put a date in our diary, or alternatively mention this when you are checked in at reception on the show days.

Is there still time to register as either a visitor or exhibitor?

Yes, of course. All retailers are welcome to register to attend, simply visit our website - www.indxshows. co.uk/indx-home/toys-nursery/toys-nursery. There are a few stands available, but they are very limited. Further details can be requested from Faz or myself. Email Faz.Akhtar@play-room.uk.com or Rosie. marshall@play-room.uk.com for more information.