17 minute read
Talking Shop
Talking Shop It’s beginning to look a lot like Christmas
Gabriela Jiménez García and Caroline Tonks chat to a selection of indies to discover how sales and stock are looking at the back end of the year, and what they are looking forward to this festive season.
Jon Scrivens - Hamlins Toymaster, Berkhamsted
It's been quite a challenging year. The high street at the moment can be a difficult place to trade because consumers are trying to penny pinch as much as they can. People are still coming in though, and those that do appreciate the importance of brick-and-mortar stores. We appreciate them too, as without our customers we would no longer have a business. So far in 2024, when looking at standout toys and games, the ongoing popularity of Teenage Mutant Ninja Turtles has surprised me. The most recent film came out at the tail end of last year, but the demand for toys has been continuous and a big part of our sales. I’m particularly pleased to see this, as an original Turtles fan. It’s great to see the next generation taking the franchise on board, loving all things TMNT and coming of age with the different ranges.
As we head into the Golden Quarter and the Christmas period, I’d love to say that I’m feeling confident, but at the same time, you can never guess what’s around the corner. We always try to be prepared for any eventuality. We keep ourselves well merchandised, well stocked - and we listen to our customers. I’d like to think we are ready.
It’s difficult to predict which will be the top toys. All it takes is for one content creator on TikTok to produce a video about a specific product, and suddenly, something that we all looked at and maybe even doubted has become the big hit. It’s important to be as reactive as possible to stay on top of the latest trends.
This summer was pretty disappointing, weather wise, but we were quite lucky because we had been conservative with our Outdoor Toy stock. We did see strong sales on products like water pistols, but they are relatively low-priced and a quick and easy purchase to grab on those rare, nice days. Sales were lower than usual over the summer, and local supermarkets jumped on the band wagon a bit with offers which diluted our sales.
Big movie releases, like Transformers One, Moana 2 and Paddington 3, give us a lot of opportunities to capitalise on licensed ranges. New action figures can often be a bit slow to get off the ground, but the Transformer One range has been performing very well. I think they’re at the right price point and are pocket money worthy. Paddington is a perpetual favourite; we have plush that sells no matter what, and anything Moana. We sell a lot of the Tonies range, and as our Tonies demo product is Moana, we sell a lot of this one specifically. I think the new film might make it even more of a challenge to keep that character in stock.
Looking towards Q1, that’s the time of year when people are looking for arts & crafts, traditional board games and even jigsaw puzzles. Orchard Toys, which is educational and
fun, often hits a sweet spot with consumers. There’s such a wide range to choose from and the Q1 introductions offer something new and fresh.
It's always interesting to see Q1 range releases trickling through. There’s a slight gap after Christmas, but I think it’s a necessary gap because we’re all trying to catch our breath and figure out what leftover stock we have from the holidays.
Rather than hosting big events to bring in customers to the store during Q1, we work hard to build up our clientele during the Christmas period and then use social media to remind customers that we’re back in the new year. Our main two platforms are Facebook and Instagram. We’ve tried to explore other avenues like TikTok, but it is quite labour intensive to keep producing video content.
As we head into the festive season, I would ask suppliers to be honest about their stock levels to make everyone’s life easier. It can be frustrating when you’re expecting stock and it doesn't appear. During the hectic holiday season, it’s in everyone’s interests to make Christmas as seamless as possible.
Karen Westmorland - Treasures Toys, Wetherby
I took over Treasures Toys at the end of May 2024. Trade had been down, as the previous owner was keeping stock low. However, I’ve invested in new inventory and become part of Toymaster, both of which have had a positive effect.
We stock all kinds of different toys, from lesser-known brands to the likes of Character Options, Spin Master, Jazwares, Bandai, Eugy (Brainstorm) and Skillmatics. I have also introduced more pocket money items, so kids can pick up something for a few pounds; the Squishy Poo was a hit and sold out very quickly. Some standout sellers have been the range from Smart Games, in particular IQ Love, which is a colourful, dextrous mind challenger. We
have a demo version on our shop floor for customers to try out, and it has really appealed to all ages. Other standouts this year have been wooden puzzles, as well as bath toys from Toomies (Tomy); both collections are full of things which make great gifts. We’ve also seen strong sales from animal figurines, which astounded me as I didn’t realise how collectible they were.
I’m feeling confident about what the next three months have in store. I’ve got the shop back to a good trading position and level of stock, and it’s pleasing that so many customers have commented on how much there is to choose from. I’ve got stock being delivered every week, so I won’t be running out, and I’m confident there are enough core customers out there wanting to support a local business. We have an online presence to help boost instore sales. There is something magical about a toy shop when you are a child, and I’m determined to keep that magic alive; being able to see things and touch the toys is a very special feeling.
This summer, it was great when the sun shone, but I have been left with a little surplus stock - anything that isn’t really selling is in the sale now. However, one of our best sellers during the summer season, Mega Balls, is still selling. Once Christmas stock started to arrive, it started moving straight away, even some of the bigger ticket items, which allows me to buy more.
I’m quite selective which movie licences I consider appropriate for our customer base, but I have invested in Transformers One and Paddington 3, while Moose Toys’ Fart Blaster from Despicable Me 4 has been popular. I often find suppliers run out of stock on movie-licensed toy ranges, but I brought in Transformers stock nice and early, so I’d be ready. Monster Jam and Marvel-licensed products have also been in high demand. Other licences that do well include Bluey (when I can get hold of stock), and TMNT has worked well, boosted by the TV series.
Pokémon is a key seller, and I’ve expanded the range of trading card products available along with the characters and plush. I expect it to be among our top lines this Christmas, along with games of all shapes and sizes. We also have some of the media-predicted best sellers,
like Tamagotchi, Disney Bitzee, Pets Alive Mama Duck Surprise, Hatchimals Alive Mystery Hatch Pufficorn, Beyblades and Little Live Pets My Walking Penguin. I’ve been a bit cautious on quantities, as I can’t compete if big retailers reduce their prices, but I like to have the choice there for my customers.
I’ve ensured I’m stocking a range of price points, so customers can combine products to meet their budget. I’ve already reordered Little Live Pets NeeDees from Moose Toys as I sold out of the initial 24 very quickly – so I know that will be one to keep an eye on this Christmas.
I haven’t yet personally traded the shop in Q1, but I have pre-orders for Lego in. We have a strong set of customers who buy for kids' parties, so ensuring I have a range of toys in the £10 market will be crucial at that time of year. Ensuring that Eugy, Smart Games and Barbie are all stocked up and ready will be key.
I think Q1 needs to be about some fun, lower price point items - kids will have had a massive amount of new toys at Christmas, so it needs to be about something different for them. There is a lot of emphasis on Q4 as this is the core time for sales. I already know of some items from Character Options coming for spring 2025, and I have laid down commitment on some Zuru lines already.
I have various strategies in place to attract customers to Treasures Toys in Q1. For instance, social media is crucial for spreading the word about new stock in the shop. We also offer free gift wrapping, hence why we are very popular for parties, and we carry out some online postage offers to boost sales. Being creative with the shop windows is very important too, as the shop is in a prominent position. I already have a range of ideas up my sleeve for next year. Pocket money lines will be key during the Q1 period, so I’ll be relaying the store to bring back the pocket money fixture into a more prominent position.
I sometimes struggle with minimum order quantities, because I don’t always need 12 of something. It would be easier for us as a small toy retailer if suppliers allowed for smaller, indie minimum order quantities. I don't have a large stockroom, so being able to place smaller orders would greatly benefit my business.
Karen McDermott - Thorpes of Ilkeston, Derbyshire
2024 has been a positive year for Thorpes of Ilkeston overall. We experienced a slow start, possibly due to all the political uncertainty earlier this year. However, things have improved since the election in July and customers seem to be more relaxed now. There has been a further uptick in footfall since children went back to school in September, and we’re optimistic about what the future holds.
Parents and family members are beginning to think about Christmas and are already purchasing gifts for their children and relatives; as usual, Lego and Playmobil are amongst the brands leading sales. We stock a broad range of Lego sets, including a few of the dinosaur and City Missions sets, but Lego City and Lego Creator are our stand-out items and are consistently the best-sellers at our store.
Customers have also been purchasing the smaller Lego sets, those retailing at £4.99. As well as being excellent pick-up lines, they make great stocking fillers, and we’ve also been pleasantly surprised by the number of adults purchasing Lego Icons and Lego Architecture sets. Looking forward to Q1, we believe that Lego will continue to be popular as it attracts all ages; both children and kidults like to collect and display sets and usually come back for more once they’ve got the bug.
We stock ranges from a variety of companies including Wow! Stuff, and Ravensburger, which always sell well. We have found that trying to capitalise on licensed toy ranges from big movie releases doesn’t work particularly well for us – evergreen toys sell much better, for instance we sell a lot of baby dolls. In terms of brands, there is constant demand for ranges such as Sylvanian Families and Baby Annabell, the more traditional end of the market. We also see success with brands like Pokémon, Yu-Gi-Oh! and Magic the Gathering, which have a loyal fan base.
We are also a furniture and nursery store, so our toy meterage is limited, and we have to make sure to stock carefully curated selections that will earn their space. It would therefore be beneficial for our business if we could order smaller amounts of stock from our suppliers and replenish as necessary. Following Christmas, we plan to implement special offers and discounts to encourage customers to purchase any remaining toys and help us clear out any leftover stock, ready for the new year.
Karen Haynes - Framlingham Toy Shop, Suffolk
We had a decent summer this year. Lego is still one of our best lines, but we’ve also done really well throughout the year with Craft Buddy’s Crystal Art range – especially the Harry Potter lines. We placed an impressive display in our window that Craft Buddy lent us, which featured a massive Hagrid. That brought a lot more footfall into the shop, resulting in more Harry Potter sales.
This year, our local football team, Ipswich Town, has made it into the Premiere League for the first time in 20 odd years, so all the kids have been wanting to collect the players on the team. Panini’s Adrenalyn XL cards have done really well as a result.
Other ranges that sold well over the summer include Tomy and Reydon Sports, with footballs seeing steady, everyday sales. Hot Wheels flies out of the door every day of the week too, all year round, and Lego Minifigures, specifically Dungeons and Dragons, has been hugely popular for a number of years.
Looking ahead to the Christmas period, we are optimistic but being cautious. We have planned late night shopping, giveaways and special days. We’re expecting board games and jigsaw puzzle sales to pick up, as usual.
As for the tops toys this Christmas, it’s hard to say as we’re always a bit different to everyone else. I know Tonies will do well for us; the range has been strong all year and I’m sure it will continue. Disney Princesses and Paw Patrol are the most popular characters in the range.
With the upcoming release of Paddington 3, Rainbow Designs has supplied a fantastic display stand for Paddington in Peru. Movie licensed ranges don’t always perform well for us, but I’m hopeful this will encourage sales as it’s so inviting.
Many of our suppliers are brilliant, but there are those which could do more. Anything that helps us sell the products would be a good thing. We have a really great relationship with our rep from One For Fun, and Chloe from Character Options is absolutely superb. Both of them come around on a regular basis, and as a result we give them regular orders. From others, support with advertising, point of sale and visits from reps would be extremely welcome. We feel its beneficial to both parties to all keep our fingers on the pulse and work together.
In Q1, we know we can rely on Lego, with sales to both kids and kidults. We carry everything that Lego does, and the licensed ranges are especially popular. Demand for Lego Friends has slowed, but pretty much everything else still sells through. Harry Potter is particularly strong, and Lego Technic and Lego Speed show no signs of slowing (if you’ll pardon the pun).
We all know that January, February and March are quiet months; after a slight post-Christmas surge, most people don’t have much to spend, so we don’t find it a great time to bring in new products. In January, we will go to Toy Fair in London, to plan for the year. We don’t necessarily put in orders straight away, but we like to see what’s coming.
indie viewpoint
It’s never too soon for Christmas treats
As we sit and write this in mid-October, we are wondering where the year has gone. After half term and Halloween, it really won’t be long to Christmas! As we have said a few times this year, trade has been mixed and has felt a struggle at times. September started well, but then slid back in the second half of the month, and we ended up with low single digit decline in stores – although sales online were up.
One of the key reasons for the excellent start to September was the new Lego launches, in particular the Lego Dungeons & Dragons Collectible Minifigures, which has been one of our best launches ever. We have also seen a good pickup on the new 2024 Lego Advent Calendars for this year. We were pleased to see the return of Sylvanian Family blind bags; the new Sylvanian Baby Series has been phenomenal this year, with kids and adults alike building their collections. Other new lines that have performed well from the start include new Transformers One lines from the recently released film, and the Harry Potter Miniverse Potions from MGA. We have just received stock of Furlings from Funrise, which we really liked at Toy Fair and expect to be popular.
We have noticed that Halloween has been stronger this year, and even early sales gained some good traction. In particular, our Halloween plush from Squishmallows, Keel Toys and Ty has sold well. For events with a limited timespan like this, it is good to get in and out quickly and come out clean.
People started to shop early for Christmas at the end of September and in early October, but they remain cautious and are being very price savvy. This is a trend that looks set to continue right through to Christmas this year. One key date we had our fingers crossed for was the budget which we hope contained some measures to help people out a bit with their finances.
With the football season now in full swing, we decided to give some Premier League team branded merchandise a try. Mark is still not very impressed that there is no Brighton merchandise (but consoles himself with the fact that we do sell a lot of plush seagulls). Stephen is more than happy to report that the Arsenal plush penguin is our bestseller so far. We have brought in Construction Footballs from Reydon Sports, which we think will make a brilliant gift for football fans at Christmas.
The big focus for this month is Black Friday. Although it is no longer a single day, but more like a couple of weeks at the end of November, it is key selling period for us, and we’ll ensure we have plenty of great deals to offer customers. With everyone’s budgets being stretched this year, that will be more important than ever. We don’t do a blanket discount offer, but cherry pick deals around the store and highlight them in our windows and at the front of our stores. We firmly believe that you need to be seen to be involved to help drive footfall – everyone around will have high profile offers which means customers are in the mood to spend, even if they often end up buying other lines and not necessarily Black Friday items. As Black Friday falls right at the end of the month, it will be tied in to a lot of customers’ last pay day before Christmas, so that should be a big weekend.
We do enjoy this time of year; the mince pies are in stores, and we have already booked our first Christmas meal at the Harvester this month!
