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Behind the
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With retailers in some areas having been able to reopen at the start of April, Toymaster has been hard at work supporting its members in every way possible, from helping fit out the new Burton Midco store to overseeing the installation of window displays and the delivery of the group’s new spring/summer catalogue. Rachael SimpsonJones spoke to Toymaster’s retail manager Brian McLaughlin about the early feedback he’s received following 12th April, and what’s taking place behind the scenes at the buying group.
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t’s been a delight catching up with indie retailers for our Talking Shop feature this month, all of whom spoke of busy shops and excited children eager to spend saved up cash. Brian, too, had been hearing similar things, having spent a significant chunk of reopening week calling Toymaster members, offering advice where needed and gathering feedback. While the general atmosphere among the toy retailers that have been able to reopen is one of positivity and optimism, Brian and the rest of the Toymaster team haven’t forgotten those in regions lagging behind in the easing of their restrictions. Some members, such as those in the ROI, don’t even have a date to look forward to yet. “Hopefully there will be some good news for them soon, and in the meantime, we’ve been sharing the
hugely positive news from retailers that have opened to keep their spirits up,” he says. Toymaster had always been optimistic that the consumer response to the reopening of toy shops would be good, but there have still been some pleasant surprises. One member reported during reopening week – early April, don’t forget - that customers have already been asking how soon their Christmas Club would be starting up, allowing them to order and pay for gifts for the festive season. Brian also confirms what several our featured retailers have told us this month; that basket spend is significantly up, and highpriced items are selling through strongly. Pokémon and Squishmallows easily top the list of best-sellers, and Lego – a staple of the indie toy retailer – remains a strong, consistent line. The majority of purchases are
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child-led, with kids either selecting what they want and paying for it themselves or directing their parents/ grandparents as to what they want so they can buy it for them. And while many retailers have leftover Christmas stock, Brian tells me, shoppers are very much on the hunt for the new toys and games spotted during the months of lockdown. “Pushpoppers from HGL are seeing excellent numbers and are probably the item being mentioned the most when we’re talking to retailers,” Brian adds. “It’s too early to tell if Pushpoppers will turn into a true craze, but the potential is certainly there. It’ll be interesting to see what happens when the schools go back; the playground is where crazes come to life. All you need is for one or two kids to turn up with them and show them to their friends on the first day back.”
