Special Feature - Toymaster Review

That’s how you put on a show!

The beautiful town of Harrogate once again played host to the annual Toymaster May Show, which took place in its usual haunt – The Majestic hotel – from 16th-18th May. Here, the Toy World team reports back on what went on across the three days.

Despite the worries of the group’s commercial director, Paul Reader, that Toy World had jinxed the weather for this year’s show in its preview, the first day of the Toymaster May Show dawned sunny and bright.

Gathered at The Majestic hotel in Harrogate were over 100 of the world’s biggest and best toy companies, and a huge number of independent retailers ready to buy the latest toys and games.

Speaking to Toy World’s Rachael Simpson-Jones at the event, Paul commented: “We measure success very simply: if the suppliers are happy and our members are happy, then we’re happy. And we’re happy. We’ve had more indies register for this show than ever before, which explains the general feeling of hustle and bustle, but I also have to say that Toy World has done an amazing job of promoting the show and the indies that come to it, making it a go-to event for this sector.”

Without fail, every supplier we spoke to reported a similar story: a steady stream of retailers coming to browse and buy, a general sense of optimism and positivity, and a willingness to place orders for new, untested products. Philip Kaye, managing director at Kayes of Cardiff – who was so busy taking orders he ruefully informed us he’d only had one coffee so far that day, despite it being well after lunch – said the indies he’d met with were keen to try out new lines, and that the positive attitude of all the buyers and retailers was ‘overwhelming’ from the second the show opened its doors. He also highlighted that, as always, the Toymaster team was ready and willing to help in any way it could throughout the event.

This year, the show welcomed an extra-special guest: Rick Derr from Learning Express Lake Zurich, US, whom many readers will know from his popular Letter from America column. Find out what he had to say about the show in this month’s column, which can be found on p. 42.

For Rick and several more retailers, Spin Master’s Bitzee was the standout toy from this year’s event, while many other retailers were keen to secure stock of Lorcana, Ravensburger’s new Disney trading card game, and (unsurprisingly) the latest Squishmallows. Readers can find out more about how retail visitors found the show in our special Indie Touching Base feature on the following pages. For Moose, which was showcasing several ‘wow’ lines, standout ranges included the new Cookiez Makery line, licensed Bluey toys and Treasure X, which senior national account manager Neil Bright said has been taken back to its roots.

Neil also told us: “I love speaking to indies because they talk to their customers directly on the front line. The big stores just look at data. It’s such a diverse group of people too. Everyone that comes on the stand is completely different to the previous person which makes for such a fun, unpredictable event.”

Day one ended with the Irish-themed party night, which was very well attended by a sea of green-clad guests, many wearing shamrock hats or waving Irish flags. Live entertainment in the form of a ceilidh band followed the first lot of awards, which saw Ciaran Fitzpatrick of Banba Toymaster in Dublin (who also sits on the Toymaster Member Committee) receive a Special Recognition Award and a coveted Golden Teddy. Ciaran told Toy World’s Marianna Casal: “I’m pretty humbled. I was caught by surprise. I’ve been re-elected for another three years and normally the award is won by someone who is retiring –maybe they’re trying to tell me something. But it’s a team effort and I’m only as good as my team.”

Six Toymaster members also received a special 25 Year Membership award: The Toy Shop, Cockermouth (Jonty & Fiona Chippendale), C&H Burns in Cookstown (Ciaran & Helen Burns), Mary’s Toymaster, Macroom (Richard & Mary Creedon), Nimble Fingers in Dublin (Gareth Staunton), O’Mahony’s, Limerick (Colette Cotter) and Michael Beatty Toymaster in Loughrea (Michael Shiel).

Day two, Wednesday, may have taken a little longer to get going owing to a few sore heads and croaky throats, but the show was soon back in full swing, and the orders continued to roll in, with one smaller supplier taking a £6,000 order before 11am. Other suppliers were also seeing substantial numbers going down on paper. Chris Lohmeyer, managing director at DKB Toys & Distribution, said that although the year has got off to a shaky start, it was good to see people actually spending money.

“The Toymaster show is an event that all of us look forward to every single year,” he told Toy World. “We’re having fewer meetings, but the meetings we’re having result in much bigger orders. We’ve gone big ourselves this year, with a larger stand and more product on show. We’re also supporting the indies as much as we can. At a time when everything is getting more expensive, margin is king. Everything we offer has 35%, 40%, 50% margin –nothing starts with a two. Crazy Aarons has sold 120,000 tins in nine months, mainly to indies, with margins of 45%. It’s all about pushing margins at the till and we’re here to help with that.”

Word had also got back to Brian McLaughlin, Toymaster development manager, that the indies were spending. We caught up with him on day two, and he told us some suppliers had reported that sizable orders were being placed shortly after 9am on the Tuesday morning, when the show first opened its doors. He also said he’d fielded a number of enquiries regarding group membership, plus a number of retailers keen to set up meetings after the show. “I’m sure some of those will become new members that we can announce in the near future,” he said.

Back on the show floor, the team once again started canvassing suppliers for feedback. Sara Taylor, managing director, UK & Ireland, MGA Entertainment UK Ltd., said: “As always, Toymaster laid on a very well-coordinated show with impressive execution. They even ordered the perfect weather temperature for those of us in the marquees. It’s always great to meet up with existing customers and industry friends as well as connecting with new members. The May show was our first unveiling of our autumn/winter lines, so it was great to receive such positive feedback on our Christmas big bets and we look forward to seeing them in the Toymaster catalogue and shops later this year.”

Nicola Bergot, UK managing director at Magicbox, highlighted the great timing of the show, which makes Toymaster the perfect follow-up to the January London Toy Fair. She told us: “Toy Fair is the window shopping opportunity, with the timing of the Toymaster show making it the perfect place to get those orders locked in for the second half. Us suppliers all chat to each other, and even though it seems like everyone is finding things challenging and it’s making buyers cautious, they’re also in a good mood. Everyone always seems happy to be here.”

Toymaster’s official Awards Night took place on the Wednesday night. While Tuesday night honoured members, Wednesday honoured suppliers, with Erica Heythornthwaite, national account manager at Orchard Toys, and Kingsley Matthews, UK sales director at Tomy, both collecting a Friends of Toymaster Award. Supplier of the Year went to Kandy Toys, with MD Gary Beswick present to collect the award on behalf of the company.

The most emotional win of the night went to Neil Leah though, who was presented – much to his surprise – with a coveted Golden Teddy award. Neil, who is head of Sales at KAP Toys, was accompanied to the awards do by his wife, Christine, as well as his friend and business partner Nat Southworth, MD of KAP Toys, and Nat’s wife, Zoe. Nat, who provided a lengthy letter in support of the award nomination, told Toy World: “He is a very deserving recipient of this award, and I wish I’d videoed his face when he realised it was for him.”

All in all, it’s beyond doubt that the Toymaster May Show 2023 was once again a resounding success. And not only that, based upon what was seen and heard at the show, it looks set to be a great second half for the indie sector.

Summarising why he thinks the event is so great, Paul told Toy World: “The show is a real opportunity to showcase what Toymaster and our industry has to offer, bringing suppliers, members and likeminded retailers together in an environment that is both enjoyable and productive. The show embodies the true spirit of what the Toy industry should be about. We genuinely cannot do this without the support of you or our suppliers and retailers. Once again, thank you for your continued support.”

“Suppliers and retailers alike have been very supportive of what we’ve done here with the show,” enthused Yogi Parmar, managing director of Toymaster. “Yes, the four or five weeks prior to the show have been tough, but the May Show is all about preparing for Q3/4 and we predict some strong Christmas trading. Our indies have ridden out the worst of the storms by remaining reactive and adaptable and the Toymaster team works hard to support them as much as possible. We’re getting things right - and feeling good about the rest of the year.”

The Toymaster May Show returns in 2024, from Tuesday 21st – Thursday 23rd May.

touching base

Sue Greaves

Salter Street Toys & Models

It’s really good – a great atmosphere. I was excited by the Disney D100 Crystal Art stickers from Craft Buddy, Bitzee from Spin Master and the new Rainbow High lines from MGA. I started by just browsing and then going back and placing orders on the second day. I’ve ordered Ty, Care Bears, Lorcana from Ravensburger and Pokémon Squishmallows, Monopoly and Top Trumps.

This year is going very, very well for us. People are preparing for Christmas, and we have a Christmas Club which allows people to pay in instalments which helps people in this economy.

Ciaran Fitzpatrick

Banba Toymaster

We’ve spent a lot of money at the show, which is good; it was worthwhile coming. This is the most important show of the year. We looked at the catalogue beforehand to select products and have an idea what to order – it’s useful to arrive knowing what we want as we get ready for Christmas. Mattel was our first appointment, and we were pleased to get some good deals – this show is important for deals.

We’ve been doing well this year and are up +10% on 2019, and hopefully that will carry on. Our location means we’re dependent on tourists and after Covid, they’re coming back.

James Broughton

Cumnock Factory Outlet

The show been really useful for gathering information on what is selling well. There were a few things we were planning to order, but we also came with an open mind – getting actual recommendations is way more valuable that relying on our own preconceived ideas.

We have been impressed by Build a Bot from Vivid, and we were surprised at how well Squishmallows are doing. As a factory outlet that mainly sells clothing, we need lines in the toy department that will attract customers, as most of our sales come from pick-up lines and gifts.

Carl Blatcher

Jac Stores

It’s been busy – there is plenty of product to see. Some things, I’d seen at previews like Lanky Box and Aphmau ranges – we’ve been doing well with these and Character has expanded the ranges; I think they’ll continue to do well.

We always stock a wide variety of toys, so I come with an open mind. We don’t really specialise in particular departments or categories – we will take anything if we think it will work and give it a go. I’ve ordered Dream Beams from One for Fun, and Just Play had a good deal on a Barbie Deluxe Styling Head, which was great value. I’ve also ordered Squishmallow and Monopoly.

I think this year could be difficult as the effects of the cost-of-living crisis are trickling down – it’s no longer just a thing in the media. As long as we have the right products at the right price, I think we’ll be okay, but summer holidays and half terms sales might be difficult to replicate compared to last year.

Natalie Maides

Aladdins Cave

The show has been great, and very well attended. We’ve found the suppliers super friendly and informative, so it’s been a worthwhile trip. We are one of the biggest stores in Guernsey so we are always focusing on core products, refreshers and bestsellers.

If you don’t come with an open mind to these shows, you could miss that key product and be blindsided. We’ve had good conversations with suppliers, and the team were very excited by the Lorcana trading cards from Ravensburger.

We are optimistic about this year for the store – you have to be. It’s important to keep a positive mindset, and coming here and seeing all the great new products helps us with that.

Russell Rowe

Jadlam Racing Models

I think the Toymaster show is great. Over the last few years it’s really grown to become a vital part of our toy fair circuit. It offers a more informal, laid-back setting in which to do business and socialise. This builds strong relationships with suppliers, which is important in this industry.

We’ve been online for 15 years or so and opened our first store in November 2019 – so we’ve gone the other way round to most businesses. We’re now looking to open another store as we think that’s the future of the business. We are a specialist model retailer, selling things like train sets, models, lots of Lego and radio-controlled cars.

We come here mainly for the networking and to get tips. As we’re new to running a shop, we’re interested to hear about the best pick-up lines and cheap gifts. A lot of our models are premium brands and expensive hobbies but, as we’re based in Glastonbury which is a tourist area, we also need more gift products and things like kites and frisbees, suitable for tourists on a campsite.

This year so far we’re off to a flyer – long may that continue.

Rob West

Firestorm Games

This is a fantastic show with plenty of products to see and I’ve also picked up a few deals. I was excited to see Mood Bears and think the extra publicity from Dragon’s Den will help the range. Ty also caught my eye, and Lorcana cards from Ravensburger.

We stock mostly tabletop games, rather than traditional toys, but I try to come with an open mind and never say never. I do however come with a purpose, and I pre-book meetings. I had already planned to see Character, I always have a look at Lego, and I like DKB’s Thinking Putty and character Money Banks.

The show is also a great opportunity to talk to other retailers in a friendly environment.

I’m optimistic about this year for the store. At the beginning of the year, we were quite wary on forecasting, but so far it’s been going well and there are strong products coming out so we are quite excited – we’ve got a busy year coming.

Lucy Wilson

GW Hurley

The Toymaster show is absolutely fantastic. It’s friendly and there are no parking problems – it’s a great opportunity for members.

We’ve just moved our toy department and have a bit less space than before which means we need to stick to the bestsellers. We’re constantly trying to predict what the next craze might be, so I came here with certain products in mind, but I’m still keen to discover what else might work.

Disney’s Stitch from Lilo and Stitch is selling well, and we see a lot of sales from collectibles in blind bags. Squishmallows also remains very popular.

As we’re on the coast, we do particularly well during the holidays when the tourists come. We get new customers each week, and tourists buy differently to our local customers – there are different trends in different places so we always try to get certain licences in.

The May show is always good fun and it’s important for us to see new lines. Most people come here with Christmas in mind but in Burnam on Sea, the summer holidays is our Christmas!