Opinion - Rick Derr

Expert advice

After 20 years working at A.C. Nielsen/D&B Research Company, Rick opened the first Learning Express Toys franchise in the Chicago area in 1996, and then became a subfranchiser, opening nine more stores. Although leaving the corporate environment behind, he has combined his expertise in data and numbers with a passion for the toy retail space. This month, Rick reports back following his Certified Play Expert training and discusses what such programmes could mean for the future of toy retail.

In my April column, I wrote about how the toy industry is fundamental in tackling child mental health issues and the role we, as retailers, can play in helping kids navigate our world safely and happily. Since then, I’ve successfully completed ASTRA’s Certified Play Expert training, which I feel is a vital part of achieving this.

The training, overseen by Dee Farrell and Jean Bailey, took place over two days and allowed myself and 18 of my industry peers to deepen our understanding of child development and the importance of play on child wellbeing: something I’ve been banging the drum about for years. We covered topics such as the characteristics of major developmental stages, types of play and their benefits, how to advocate for play and how to make sense of play.

I’m absolutely thrilled to now be able to display our new Certified Play Expert sign in the door of our shop. This shows our customers that we’re well versed in the science of play and can recommend toys for both children and adults that are age- and developmentally - appropriate, as well as promote healthy, educational play. Based on my experience, I will be sending other key team members to take the Certified Play Expert training in person, and my team member Jamie and I will also be elevating the knowledge base among the rest of our team with in-house training. I’m also pushing Learning Express Toys corporate to incorporate this programme, as well as the MESH initiative, into our overall training. I believe Certified Play Expert training will encompass a module of MESH, allowing toy retailers to meet kids where they are today as well as parents. Of course, we’ll need to keep on training and learning over the years to stay certified; we want the customer to look out for the Certified Play Expert sign and know it means something tangible.

Becoming a Certified Play Expert may even be crucial to the survival of indie toy retailers in the US. There’s ever more competition out there, from big-box chains to online specialists, and we need to both adapt and set ourselves apart if we want to secure our future and our place in the retail landscape. Our world has been changed by social media, screens and a growing mental health crisis, and that means toy retailers need to provide a different experience in their stores. Indie toy shops should be a safe space for kids, a place where they’re free to touch and feel the toys so they can be sure they’ll go home with something that will help them build resilience and knowledge for the future.

Certified Play Expert accreditation is a competitive long-term advantage for indie toy stores and will raise the level of knowledge and service that a store can offer its community. What is good for customers is good for the retailer. I agree with ASTRA; this is a once in a lifetime opportunity for retailers to stand out and step forward, and to help children, adults and their communities with the issues they face.

My Top 6 learnings:

•   Retailers should have higher confidence in the value of play and the power of their discussions with consumers.

•   There are many ways to define play, not just one.

•   The history of play goes way, way back – and it is continually evolving.

•   Play is great for business and sales.

•   Certified Play Expert training helps engage and prepare store teams, which will respect the certification process.

•   The training will help you become a more knowledgeable advocate for play (and maybe even remind you how much you enjoy play too).

As an aside, summer will soon be over, and the kids will be going back to school. It’s been a good season for Learning Express: Jazwares Squishmallows, MGA’s Miniverse, Spin Master’s Bitzee, Trampoline Pong from Thin Air Brands and slime from various suppliers have all enjoyed great sales. We’re now turning our attention to ensuring we have a spooktacular Halloween, which is always big here in the US. Plush, collectibles, candy, slime and play sets are strong sellers if merchandised early and promoted in a cute, fun way. The Sylvanian Families Calico Critters Trick Or Treat set is a delight, and there are some cool new Halloween Squishmallows to collect too. We’ll keep a close eye on emerging best-sellers as we get closer to 31st October.