Show off feature: Toymaster

Behind the scenes at Toymaster

Brian McLaughlin

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 Simpson- Jones 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.

It’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 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.”

Among indie toy retailers, leading licensed properties include CoComelon and Pokémon, names that have cropped up consistently for months now, while evergreen favourites Paw Patrol and Peppa Pig continue to drive sales in Pre-School. Barbie has enjoyed a strong 12 months too. While movie-related licences have had a tough year due to cinema closures and the postponement of numerous big releases, Brian notes that this sector will hopefully now be picking up in line with global efforts to slow the spread of the Covid-19, and the resulting lifting of restrictions. We’re certainly seeing a buzz regarding the upcoming Spirit Untamed movie from DreamWorks Animation, with multiple licensees on board including Playmobil, Rainbow Designs, Mattel and more.

As we’ve reported throughout the pandemic, Toymaster’s major focus has always been on gathering and sharing information. Communication with its members is at the heart of everything the group does, and with most major trade shows postponed or cancelled, this has never been more important. Toymaster’s new Product Hub lets retailers access product and brand information on the latest lines from key suppliers, as well as order forms. Media assets can also be downloaded and used across social media, helping retailers convey important messaging about what they offer to their local customer base.

Toymaster also recently launched its 16-page spring/ summer catalogue, perfect timing for those able to reopen on the 12th. An extension of the group’s ethos, the catalogues (an autumn/winter catalogue follows later in the year) take communication beyond retailers and into the local community. Many members opt for local catalogue distribution as well as keeping a supply in store, placing information about the latest toys and games from the biggest brands right into the hands of consumers, and telling them where to go and buy them.

“At a time when other retailers are moving away from catalogues, the Toymaster catalogue is very welcome,” explains Brian. “Kids love browsing them, and they provide the impetus consumers need to go out and find their local Toymaster store. It also shows consumers that our members stock all the most sought-after, key brands. During opening week, we could see that consumers were looking for the brands they’d seen most heavily advertised on TV and social media; our catalogue helps them find those brands in real toy shops. Additionally, our catalogue also highlights to non-members the access to top suppliers and brands that membership of Toymaster offers.”

Toymaster’s popular window display programme started up again in April with Lego Vidiyo, a recent major launch, while Mattel’s Barbie, Hot Wheels, Fisher Price and Thomas and Friends, as well as an assortment of titles from the company’s games portfolio, take the stage this month (pictured). Plans are in place right through till Christmas, covering a wide assortment of other big names including Hasbro, Playmobil, Character Options, Spin Master, Asmodee and many more. Displays are refreshed roughly every four weeks to keep engagement high – and best of all, the programme is totally free to Toymaster members. All that the group asks for is a picture of the in-situ display once it’s installed. Members are given the choice of which displays to go for; if one month a display focuses on a range that member doesn’t stock, for example, they simply don’t take it. To make participation in the programme even easier, this year Toymaster is also looking at developing generic displays retailers can use to create their own bespoke windows, based on popular toy themes such as farm or dinosaurs.

Toy World has spoken to several Toymaster members recently – Salter Street Toys and Models, Framlinghams, Beccles Toy Box and more - that work collaboratively on stock and exchange information between their stores. Doing so allows these retailers to service individual customers that may want big-ticket items, without having to buy a carton of three or six units that may take up valuable stockroom/shelf space or eat up a large chunk of purchasing budget. Far from unusual, this is a reflection of the buying group’s entire focus on communication and support. Brian and the rest of the Toymaster team actively encourage members to network and help each other out. It’s a core reason why the May Toymaster show as well as the twice-yearly regional meetings are so popular and well-attended; they allow retailers to meet and form relationships – friendships, more often than not – that benefit retailers and consumers alike.

“While we obviously ask our members to talk to us about how they are doing, they’re on the frontline and need to talk to each other as well as the suppliers,” Brian comments. “We’re glad to hear that this is just what they are doing. Our members aren’t competing with each other – a classic example is that one of those you’ve mentioned is down in rural Suffolk, and another is in Stafford. Sharing information on what’s selling and what’s not is also key, either directly or through our internal Members’ Forum.”

As readers will be aware, Toymaster’s May show has been cancelled for 2021, and will return in 2022 at its usual venue, The Majestic Hotel in Harrogate, from May 17-19th 2022. With the event over a year away it’s early days for revealing information, but Brian says exhibitors and attendees can expect the full May show experience. Toymaster is also planning to hold its traditional regional meeting later this year, following all relevant guidelines to ensure members are kept safe. Regional meetings are smaller affairs with numbers far lower than those seen at the May show, so as things stand, the group sees no reason why they won’t be able to go ahead as planned; great news for members who won’t have been able to network with their colleagues face-to-face for 18 months by the time the meeting rolls around. Keep an eye out for more details on these events over the coming months.

Toymaster sees plenty of opportunities ahead for both the wider toy industry, and the independent toy retail community. It’s looking likely that domestic holidays in the UK will be the order of the day for many families either wary of travelling abroad, or uncertain of restrictions on international travel. Domestic holidays mean domestic tourism, with destination towns and seaside resorts in the perfect position to capitalise upon an influx of holidaymakers keen to make up for missed travel during a year of lockdowns and other restrictions. Toymaster has many members in areas braced for high numbers of tourists, and Brian is particularly looking forward to seeing what the summer months hold.

“The ‘Shop Local’ message is one that we can really push as well,” he adds. “Domestic travel encourages people to explore the local shops in the areas they’re staying in, rather than sticking with nationals they know from back home. Shopping locally while on holiday is a retail trend we definitely expect to see this year. We’ll also continue to help members drive the shop local message among their own communities too.” Brian is hopeful Christmas 2021 will be a far more normal celebration than it was last year, when restrictions placed limits on travel and gatherings for families in affected tiers. With luck, consumers this year can really embrace the festive season, which should translate into bumper sales for toy retailers. Toymaster is already in talks regarding its Christmas window and POS displays for its members this year, with a different look and feel to those of Christmases gone by. The autumn/winter catalogue is already in development, and the Product Hub is continuously updated as new information about Q3/4 products begins to come out. Toymaster is nothing if not organised, and in the absence of shows, everything goes back to the provision of information and keeping up lines of communication.

At the same time as opportunities present themselves, challenges remain. Issues with stock availability, already reported by some retailers, are likely to rumble on over the coming months, and cost increases are also forecast due to issues with Far East container prices and shipping disruption. Adaptability will be required – and this is where Toymaster’s members truly shine. Indie retailers have a finger on the pulse of their local communities, can react quickly to trends, as seen at Midco Toys, where sales of Pushpoppers and other fidget toys are through the roof, and very much make it their business to stay informed.

“We support our members in every way, and in turn they support each other,” finishes Brian. “Factor in the support of leading toy suppliers across all categories, and the reopening of retail across the UK combined with great feedback on customer numbers, and you’ll understand why we believe this will be a good year for the group and its members.”

Every way possible? Paul Reader, Toymaster's marketing director, organises shelving at the new Midco Toys store on Burton.