Feature -Toymaster

Members assemble!

The hugely popular Toymaster May Show returns to the Majestic Hotel in Harrogate from Tuesday 16th to Thursday 18th May. The largest trade show in the UK & Ireland dedicated to independent toy, gift and model/hobby retailers, the three-day trade event is beloved for its laid-back atmosphere and easy access to top toy suppliers and leading indies alike. Toy World takes a deep dive into what there is to look forward to this year.

The countdown is on to the return of the Toymaster Show, arguably one of the most looked-forward-to trade events of the toy industry calendar. Open to all independent bricks & mortar toy, gift and model/hobby retailers in the UK and Ireland, whether they are a member of Toymaster or not, the show offers three unique days of relaxed networking in comfortable surroundings – and the weather is usually pretty good too.

Over 100 leading toy suppliers will be gathering at the hotel (and in the split-level outdoor marquee), including the likes of Bandai, Character Options, Golden Bear, Hasbro, Jazwares, Lego, Magicbox, MGA Entertainment, Mattel, Ravensburger, Spin Master, Tomy, Vivid Goliath and VTech (a number of which didn’t show in London in January). Smaller companies are also well-represented, such as Mood Bears – which recently found fame on BBC’s Dragon’s Den – and Slime Party UK, while first time exhibitors include the likes of Peers Hardy, Reydon Sports and Plus-Plus UK & Ireland.

All the stands at the show are open and all product is readily available to view. Nothing is squirrelled away in secret rooms and there won’t be any NDAs to sign. With stands naturally being smaller than they are at the likes of Toy Fair or Spielwarenmesse, exhibiting companies tend to focus on lines they know appeal to indies, including indie exclusives that help drive footfall into stores. This means retailers don’t have to waste precious time wading through lines that won’t be suitable for them and can instead place orders only for the most likely best-sellers.

We’ve spoken to a number of representatives from these companies about the show and how they’re supporting the indie channel this year in our Toymaster Touching Base feature found in the coming pages. We’ve also spoken to a selection of independent retailers that joined the buying group recently to find out about the ‘hidden’ benefits of membership and what makes the Toymaster May Show so special. Overall, the feedback we’ve gathered backs up what we (and other attendees) say year after year: that Toymaster is one of the friendliest shows on the calendar, and the place to be if you want to experience a toy trade show at your own pace.

Last year’s show saw a particularly strong turnout of Irish members and other indies, owing to the situation with Covid and its impact on London Toy Fair travel plans. Brian McLaughlin, the group’s development manager, is confident Irish attendance this year will prove that to be anything but a one-off: Toymaster has been advertising the show to its members and suppliers for some months (it sold out back in mid-January) and the level of interest and registration is suggestive of a very strong turnout.

Of course, those of us who’ve attended the show before largely know what to expect, as it follows a successful, proven format year in, year out. Visitors are free to arrange and attend meetings with suppliers, network with their peers and catch up with the Toymaster head office team, and at this show there is such a thing as a free lunch, served each day in the spacious dining hall handily located just off the bar. The Majestic’s kitchen has massively upped its game in recent years: most attendees in 2022 agreed that the food on offer (all dietary preferences are catered for) was very nice indeed and much appreciated. The Toymaster team has already met with The Majestic’s kitchen team to ensure this year’s fare lives up to the same standards, which will be music to the ears of everyone who tends to work up an appetite during the morning.

One slight change for 2023 is the return of the themed party night on Tuesday 16th. This year, guests are invited to grab their shamrocks and raise a pint of Guinness to Irish Night, back by popular demand. Fancy dress is not required, unless you’re really keen to dress up, in which case no one is stopping you. Wednesday night, meanwhile, is awards night. The Supplier of the Year Award and Friends of Toby Award will both be given, and there will also be a number of 25th anniversaries to celebrate, according to the Toymaster team. The dress code for awards night is smart, but not black tie: the Toymaster team is keen for all to feel welcome and comfortable. Although not obligatory, attendees are strongly encouraged to attend the evening dos at the show. They’re fun (live music and other entertainment are laid on), they’re free (as is the food and wine), and they offer even more opportunities to meet other retailers and toy suppliers outside the confines of the show floor.

The show is a direct reflection of the Toymaster group itself. Toymaster is the largest buying group for independent toy retailers in the UK & Ireland; operating as a ‘mutuality’, the group is wholly owned by the members, who are all shareholders in Toymaster. As a not-for-profit, Toymaster gives back to its members, and the group’s mission statement is a simple one - ‘To Help Our Members Trade More Profitably’. This applies to both its retailers and suppliers. The group wants to foster strong, lasting relationships between independent toy retailers and toy suppliers that benefit both parties, something it has long excelled at. Members usually enjoy greatly enhanced access to suppliers thanks to Toymaster’s focus on communication and business success. They also benefit from favourable trading terms and discounts they won’t have had access to before joining up.

As many readers will hopefully already be aware, retailers who choose to join the group are free to either brand themselves as Toymaster stores or keep their current branding. And whichever option they go for, they also retain complete independence. The only stipulation here is that those who choose Toymaster branding stick to the Toymaster logo and colour scheme rather than use artistic licence. This is simply to provide consumers with consistency and helps to hammer home the association between the Toymaster group and high-quality indie toy specialists. Ultimately, the group wants shoppers to see the Toymaster logo and know it means safe, quality toys, manufactured by leading suppliers and sold by experienced, passionate retailers.

Membership also offers a raft of benefits, not least of which is access to TIMS – the Toymaster Information Management System. If there’s one perk that should be considered above all others, it’s this one – it’s been mentioned by almost every retailer in our New Members Touching Base for a reason. An internal portal which manages invoices and payments (plus many other features), TIMS saves Toymaster members precious time and energy by keeping all invoicing in one location, cutting out both paperwork and admin hassle and making the payment process as simple as possible. The system is updated daily, meaning every supplier invoice the group receives is available for members to view at any time. For indies, who often have small teams and busy schedules, this is undoubtedly a major boon.

Then there’s the free (and again, entirely optional) window programme, sponsored by leading suppliers and used to create striking displays that turn passing traffic into ringing tills. Retailers can choose from 4- or 8-panel displays showing leading brands or popular themes. One of the biggest changes to take place behind the scenes at Toymaster in recent years, the group recently moved its marketing team in-house, which means it is now able to be far more reactive to emerging toy trends, viral products and unforeseen events. Toymaster creates its own marketing assets which can be used by any member that wants to, across LinkedIn, Twitter, Facebook, you name it.

In November last year, the group also announced a restructuring of its committee set-up. Previously, the group had two committees: Marketing and Merchandise. However, the Toymaster board has amalgamated these into a single committee, now known as the Member Committee, on which sits Carl Blatcher (JAC Stores, Isle of Man), Ciaran Fitzpatrick (Banba Toymaster, Dublin), Dave Middleton (Midco Toymaster and Freak Treat, Burton and Derby), Emma Dadswell (Toys n Tuck, Southend), Stephen Hartfield (Kids Stuff across Sussex and Surry) and Chloe Farrow (Toymaster selector, committee co-ordinator).

Having recognised the different needs of its membership, the Toymaster board has also agreed a committee for the Island of Ireland membership, made up of Ciaran Burns (Toymaster Cookstown and Lurgan), Ian Bailey (Baileys Toymaster, Gorey), Jean Hodgins (Hopkins Toymaster, Wicklow), Jonny Rogers (Rogers Toymaster, Portadown and Banbridge), Pat Murphy (Murphy’s Toymaster, Dungarven and Youghal) and Ciaran Fitzpatrick (Banba Toymaster, Dublin committee co-ordinator). Most of Toymaster’s committee members will be at the show if attendees would like to speak with them.

Communication is undoubtedly one of the Toymaster group’s greatest strengths and is often the first thing to be mentioned when members are asked why the group is so helpful. Members are known to be both exceptionally friendly and very willing to assist others with help and advice on everything from what’s selling well to sharing orders of big box, high-ticket items across stores. Members who call the office are always greeted by a human being and support is offered quickly and freely. People talk about the Toymaster ‘family’ for a reason.

The group remains keen to talk with independent members about how joining up could benefit their business. If you’re an independent retailer wanting to ensure you’re making the most of the opportunities 2023 has in store, reach out to Brian and set up a meeting (brian.mcLaughlin@toymaster.co.uk) or pay a visit to the show.

The Toy World team will also be there, and we’re all looking forward to catching up with fantastic indie retailers and top suppliers alike. See you there.