Touching Base - Toymaster

State of independents

Toymaster suppliers tell us about their relationship with independent toy stores and what they value most about working with the flourishing indie retail sector.

Steve Finch - Managing director, Click Europe

We love building relationships with independents: they help us gauge how new products are received by consumers and provide valuable feedback on any adaptations that we can make to ensure greater appeal. For example, changing the plastic bags in our boppi round jigsaw puzzles to paper ones, so they’re more eco-friendly.

This year we’re going to be offering Toymaster members a massive 20% off our own-brand products, with free delivery over £250 to UK and mainland – and that’s on new as well as existing product lines. We’re keen to attract new buyers to our brands, so this will be an unmissable show offer. We’re also excited to be able to share our new boppi games and the mythical Unicorn Round Jigsaw Puzzle we’ve been working on for the past year. They were created with indies in mind, to offer stand out retail presence and act as perfect gifting items. We really hope Toymaster’s visitors love them as much as we do.

Mary Wood Managing director, Tomy

Traditionally for Tomy, the indie channel punches above its weight in terms of share of our business. This is in part driven by the popularity of the Britains brand, which has its home mostly within indie toy retailers and farm stores. Tomy has continued to prioritise this channel as it provides us with great width of distribution across all our brands.

We work closely with the Toymaster team, especially on important product launches. We also invest in the Toymaster catalogue, as well as window displays. This year, for example, we have an eye-catching Britains window which has had great take up amongst Toymaster members. The Toymaster regional and May shows are firm fixtures in our diary. Toymaster and the whole of the indie business is critical to our success and we greatly appreciate the ongoing partnership.

Richard Collins - Managing director, Ravensburger UK

Our independents offer a tailored range that perfectly fits their local market. They know their audience base extremely well and offer a great in-store experience: an indie is often a child’s first visit to a toy shop. We often find that our indies will try products that are outside of the mainstream offering, as they’re open to niche products and a wide variety of newness. Consequently, they pick up on new trends very quickly, which can support our product development and steer our future ranges. They're also a great source of first-hand feedback and, most importantly, they are incredibly passionate about what they do - this really comes across to their customers and suppliers.

We are continuing our first-to-market approach for the independent hobby stores with the Disney Lorcana trading card game. This has proved really successful for establishing our core TCG customer base and has firmly established our organised play events. We’re working closely with independents to present the game as inclusive, welcoming and, of course, great fun.

We’re also currently running a personalised puzzle offer for our independents. With a one-time-only, low minimum order quantity, they have the opportunity to create a bespoke puzzle featuring a photo of local interest or using artwork by a local artist, for example.

We will have an exclusive puzzle offer at the Toymaster show to celebrate the launch of our new box design. Our new infant and toddler range, Play+, is available with a beautiful FSDU which is perfect for independents. It launched at London Toy Fair with the support of ITV This Morning's Dr Zoe Williams, and there is a comprehensive consumer and trade marketing plan in the pipeline which will guarantee great brand awareness.

Anna May - Managing director, The Carat Shop

Independent retailers are stepping up to offer a wider selection of high-quality, unique products and toys, alongside a personalised service that goes further than just selling goods. For example, they are creating in-store events and themed play areas to make shopping fun and engaging for both children and adults, and they excel in providing personalised service, including gift wrapping, special orders and expert advice on choosing the right toys for a child's age and interests. This builds trust and loyalty with customers.

Indie toy store staff understand the importance of play in child development and can help parents make informed choices. Pop-up play days and dedicated play areas are further examples of how toy stores are innovating and catering to customers' desire for interactive experiences. Overall, independent toy stores that prioritise creating a fun and informative shopping experience, coupled with exceptional customer service, can compete effectively with online retailers and multiples.

When it comes to indies, we cannot emphasise enough the benefits of working directly with licensed product manufacturers. Partnering with us allows them to reach a wider customer audience and benefit from increased footfall in their shops. We can guide indies on product selection based on data and insights, which show which licensed products are most popular within their target market. This can help them optimise their inventory and cater to their customer’s needs. They can also benefit from the extensive marketing support from licence owners that have the eye-watering budgets to promote the brand.

In addition, we can provide free branded counter-top spinners and floor standing displays. We offer design and graphics for branded in-store display areas to enhance product offerings. We are also happy to pair this with merchandising services and support to ensure shelves of our products are kept presentable and well stocked.

By providing a comprehensive package that goes beyond just products, we can position ourselves as an essential partner for independent toy stores looking to thrive in today's competitive retail landscape.

Lewis Finch Sales director, Baby Republic

At Baby Republic, we firmly believe that the independent retailer channel is invaluable for several reasons. Firstly, independent retailers often have deep roots within their communities, fostering strong relationships with their customers based on trust and personalised service. These connections create a unique shopping experience that can't be replicated by larger chains.

Independent retailers are often more flexible and agile in responding to local trends and preferences, allowing them to curate a diverse and curated selection of products tailored to their specific customer base. This level of customisation and attention to detail sets independent retailers apart, offering consumers a refreshing alternative to mass-market options.

Moreover, supporting independent retailers helps to stimulate local economies, as a significant portion of revenue stays within the community, contributing to job creation and economic growth. By recognising and nurturing the independent retailer channel, we not only support small businesses, but also enrich the diversity and vibrancy of retail landscapes across the globe.

In 2024, Baby Republic is proud to continue our commitment to supporting independent retail partners with tangible benefits designed to help them thrive in today's competitive market. As part of our support package, we are offering a tiered discount system to ensure that our partners receive maximum value on their orders. Starting with a generous 5% discount on all orders, this discount increases to 15% for orders exceeding £2500, providing incentives for retailers to increase their order volumes and maximise their savings. Additionally, we understand the importance of flexibility, which is why we have eliminated minimum order requirements, ensuring that retailers of all sizes can access our products without restriction. Furthermore, we are pleased to offer free delivery on all orders, alleviating logistical burdens and enhancing the overall convenience of doing business with Baby Republic. For those partners who qualify, we are also extending net 30 credit terms, allowing them greater flexibility in managing their cash flow and inventory. We believe that these tangible forms of support not only demonstrate our commitment to the success of our independent retail partners, but also empower them to thrive and grow in an ever-evolving market landscape.

Chris Lohmeyer Managing director, DKB Toys

DKB continues to thrive in the independent space. With a key focus on margin and the right product in the right space, we continue to deliver. A new focus for us in 2024 is the launch of our homeware lines, which has already been teased with the success of Uncanny Brands. We are due to launch Stor licensed drink and lunchware this summer, furthering the depth of our ranges, offering unique and innovative lines for our customers. We also continue to deliver high margin on lines such as Crazy Aaron’s, an absolute blockbuster in the independent sector.

Having been in the toy industry for more than a decade, you see a lot of change and a lot of things come and go. One thing that is consistent, however, is the amazing independent trade. Now more than ever, it is crucial that we are here to support the trade and the Toymaster Show. The business we get from independents is very important to us, and it is equally important to be able to support this sector with excellent product and service, which we hope to further strengthen with the launch of our new B2B website.

Maddi Tiscoe - Head of UK Marketing, Moose Toys

The indie retail channel is highly valuable for several reasons. Firstly, it supports the local economy, offering an alternative to big corporations. Indie retailers provide a personalised shopping experience, with passionate staff who are product experts, and their stores often offer unique selections. Moreover, they foster community by organising events, promotions and building a strong reputation within their local area. Indie retailers are adaptive, constantly evolving their product range, store designs and marketing strategies to cater to the preferences of their customers, ensuring continued relevance and success.

We're committed to delivering exciting new products to retailer shelves, focusing on a pricing architecture below £30. Our expanded range now covers multiple categories, featuring some highly anticipated Q4 launches that are set to make waves. We've partnered with one of the biggest content creators, MrBeast, for autumn/winter 2024, and we’re excited to introduce these products to the masses, with independent retailers playing a central role in our rollout programme. Our aim is to ensure that kids and adults everywhere can purchase these innovative items. We're thrilled to unveil the in-store executions for the Despicable Me 4 toy range, marking a first major licensing collaboration with Toymaster. We've secured significant out-of-aisle and window space to showcase the line up to coincide with the movie launch momentum.

David Kelly - VP Sales & Marketing, Skillmatics

The indie sector is such an important channel due to its variety, locations and proactive response to market trends. If you take a range like Skillmatics, we are very new to the UK and Irish markets, and our success will be built heavily on gaining listings and space quickly. In doing this with the indie sector, not only do we gain more awareness from consumers, but it gives us valuable market feedback whilst simultaneously generating cash flow. If you can make your products work in a large proportion of indie stores, this gives the business a fantastic platform from which to expand into multi-national stores. Having a strong presence in both helps fuel sales and build brands. We will always do as much as we can to support every single stockist of Skillmatics. We are creating in-store branding with FSDUs and POS, plus we offer a full databank of videos, lifestyle images, descriptions and product images that can be used for websites and social media posts. We will actively engage with retailers on social media and tag them, helping build strong relationships. We have been approached to advertise in trade catalogues already, like the Toymaster Christmas catalogues, where we have agreed to showcase four wonderful products. We are always open to discuss marketing initiatives with any retailer and will do our utmost to support our ranges in the best possible way.

Lee Crocker - UK country manager, Cobi

The indie retailer channel is very valuable on a number of fronts. Typically, they are owners and managers who have a real passion for the toy trade, and more importantly for Cobi, they are a specialist in the genre and become an extension to our business selling the product. They can adapt more quickly to new crazes and product launches, whereas the nationals are more structured. On a lighter note, you can generally meet with indies face to face, chew the cud and find out what is really happening out in the marketplace.

Other than myself and the team in Poland, Cobi offers a raft of marketing support which includes all the traditional items like posters, wobblers and shelf talkers. But we also have some instore theatre display models, and later this year, hope to be introducing some light boxes to create even more impact. From time to time, we run promotional offers that we share with our retail partners to help boost trade.

Barry Hughes Managing director, Golden Bear

Indie retailers are an extremely important part of the toy trade for Golden Bear. Their constant contact with consumers and their buying habits provides fantastic feedback and invaluable information that helps us extend our key product ranges to ensure the fit within this sector. Indies see a trend emerging in-store, directly from the shopper, and are able to jump on it and take full advantage. Soccer Bot is a prime example: Fagans Toymaster achieved an amazing 4.3m TikTok views in one weekend when the store’s security guard was caught on camera playing late night Beat the Bot.

We’re able to offer all our indies access to our content, creative and forward marketing plans to ensure they are fully stocked with the right product at the right time, and can take full advantage of our TV advertising and social campaigns.

David Lubliner- Head of Customer Marketing – Europe, Melissa & Doug

The independent sector is a big part of M&D history, and we understand the unique attributes independent stores bring to toy retail. Independent stores have a level of knowledge and passion for the toys they stock unmatched by other retail channels. They’re able to devote time and expertise to consumers to help them select the right product. They are focal points for their local communities, watching generations of children grow up, and are in many ways the guardians of play for our society. I still remember the magic of visiting my local toy shop as a very young child (it was The Tiny Set in Putney).

The best stores have character, personality and are proactive in the way the interact with consumers. We’ve seen some fantastic examples of locally targeted marketing through social media, events and in-store execution in support of Melissa & Doug products.

For us at Melissa & Doug, the Toymaster May Show is an absolute highlight of the year, when we welcome our independent store customers to the stand to see our full range and discuss the year ahead. We have developed several product display units with independent sector in mind. New for 2024, our wooden puzzle spinner allows a large quantity of our popular wooden puzzles to be merchandised in a relatively small space, while also showing the product off in its best light to consumers.

We will also offer a number of tailored promotions to the trade throughout the year including a birthday celebration promotion in the middle of the year, and will continue to explore in-store events such as the demo days we ran to support the launch of our new Sticker Wow! range. We’ll also be improving the availability of POS material to support the Melissa & Doug brand in store. On top of this, the independent sector will benefit from our 2024 brand building activity, which will include video display, social media and influencer campaigns to support core products in the Melissa & Doug range.

Fran Hales Head of Marketing & Portfolio, Rubies

Toymaster is incredibly valuable and has been the core of our business for years. We find our indie retailers often curate a diverse and unique selection of products that may not be found in larger chain stores. They have the freedom to choose products that cater to specific consumer markets all year round and appeal to a particular customer base, which ties in perfectly with our extensive range of everyday play and dress-up.

Indies provide a key eCommerce presence on and outside of marketplaces. This allows us to prioritise customer engagement and exposure of our products and the brands we represent for a wider consumer shopping experience. They have a deep understanding and knowledge of trends, allowing them to guide the consumer for key events and seasonal purchases, which we support wholeheartedly. On top of this, indie retailers are still deeply rooted in their local communities. They become gathering places for toy enthusiasts, collectors and families looking for a personalised experience.

At Rubies, we understand the importance of supporting our indie retail partners to ensure their success and growth. As part of a wide range of schemes specifically tailored to support the independent market, we offer exclusive deals, marketing programme support, digital development integration, drop shipping and asset toolkits. We are also excited to announce that we will be introducing new, innovative and eye-catching FSDUs and CDUs.

We recognise the ever-evolving marketing landscape and will be introducing new strategies to help our indie retail partners stay ahead of the curve. This may include digital marketing campaigns, social media collaborations, influencer partnerships and targeted advertising to help generate buzz, increase footfall or drive online traffic to their listings or eCommerce platforms.

We will be providing our indie retail partners with a range of new point of sale materials, including posters, banners and signage, highlighting key features and benefits of our products. This support will enhance the in-store shopping experience and encourage customers to engage with our products.

Our commitment to providing tangible support to our indie retail partners goes beyond these initiatives. We’re always happy to talk to them, and we can’t wait to see what we produce together.

Florian Loh Area sales manager, Bruder

Indies are a really valuable part of the toy retail landscape. Independent stores offer the shopper an environment where expert help is always on-hand. Indies have the ability to present a depth of range and show a wide spread of products within chosen categories. These types of stores give shoppers the luxury of variety and choice.

We offer our indie retail partners the facility to test many items across the Bruder range. Due to having our own warehouse in Nenagh (Republic of Ireland), we are able to provide excellent back up stock levels. This ensures continuity in order to maximise sales of the most frequently demanded lines.

Philip Kaye Managing director, Kayes of Cardiff

Kayes of Cardiff has built its business up over the last 40 years with the support of indie retailers. The smaller the account, the more flexible its needs, which is what Kayes can offer. The indie retailer can reach all styles of purchaser with a vast range, a very personal service, a flexible way of selling and being able to adapt easily to consumers’ needs. These are essential factors that underpin a successful retailer, and Kayes strives to meet these requirements through its comprehensive sales team of representatives and agents, supported by its friendly office-based team. The indie retailer is the quickest to react to new lines and has the ability to range stock in much smaller quantities, giving the best choice to the consumer.

Kayes always endeavours to support its indie customers with seasonal offers and show specials throughout the trading year. This enables the indie to compete with the nationals, whilst at the same time helping to drive up numbers and give the customer an opportunity to help the consumer at retail level. This then reflects on the ability of the indie to secure a returning customer for future sales. Our spring specials will be followed by May Show offers, and finally, autumn/Christmas promotions will complete the programme for 2024.

Roger Martin - Hobby & Independent channel director, Asmodee

Indies have always been (and will always be) important to us at Asmodee, not least because they provide a really important bridge between our hardcore hobbyists and our game players on the national side of the business. The hugely successful Dobble grew with the indies first before it went national. Interestingly, Taco Cat Goat Cheese Pizza has followed the same trajectory with independents; it’s exciting to see that this pattern continues to repeat itself.

Indies are super-passionate people, which for us makes a huge difference. People running their stores because they genuinely care about them also genuinely care about games and the positive impact they have on people. As a result, we really value and take on board their feedback when it comes to how our products are performing. Indie opinions matter and can make a real difference to a product’s success.

After 20-odd years in the industry, I’m loving seeing how people tend to stay in their roles: there is a wealth of historical knowledge there that is priceless. Out on my visits, I’m also enjoying seeing second generations of families taking over the baton. That is rare in this day and age and is something we can all be proud of.

We continue to work really closely with all our indies and directly with Toymaster. The support we offer is wide ranging, from supporting the group’s catalogue and offering bundle pricing deals to window displays and store support. We also know that when we have our passionate games demonstrators in store, getting our games into people's hands, they encourage more people to enjoy, play and ultimately buy a board game that they love. We aim to do more of these demonstrations throughout 2024 and beyond.

We also run our successful retailer days throughout the year, which are both informative and lots of fun. Recently we ran a day to launch the new Star Wars Unlimited TCG, which went down incredibly well, and we have a Pokémon day coming up.

Asmodee is an innovative company, and we are always open to suggestions and new ideas. It’s how we learn and evolve. Much of this type of feedback over the years has come from the indies because they know us, our products and their customers so well – and they know we will be all ears.

Shaun Dubberley - Group sales director, Hornby Hobbies

Indies play a crucial role in the toy retail landscape, for several reasons. Firstly, they offer a truly personalised experience. The owners of independent toy shops are deeply passionate about their products and take the time to guide customers through their selections, fostering meaningful interactions and building trust. Moreover, indies contribute to the growth and success of brands like Hornby Hobbies. Our partnership with these retailers has been instrumental in reaching families across the country and internationally. Through independent toy shops, we can engage directly with customers, sharing our heritage and quality in a way that resonates with enthusiasts and collectors.

In essence, indies serve as community hubs, where customers can not only find great toys but also connect with fellow enthusiasts and receive personalised guidance. Their presence enriches the toy retail landscape and ensures that diverse and high-quality products remain accessible to consumers.

At Hornby Hobbies, we're committed to empowering our indie retail partners with tangible support. This year, we're proud to announce significant investments aimed at enhancing our partnership network.

Firstly, we've expanded our team with the addition of two dedicated independent team members: Andy Singh, who is responsible for the North East and Scotland, and Brett Anderson, who looks after the South East. This strategic move bolsters our field force to a total of five members and allows us to extend our reach to a broader spectrum of customers, ensuring that we're more accessible and responsive to the needs of our retail partners. With this increased manpower, we're poised to elevate our service standards and amplify our call rates, delivering unparalleled support to our valued partners.

Moreover, we're gearing up to make our presence felt at various trade events throughout the year. These engagements serve as invaluable platforms for us to showcase our latest offerings and forge stronger connections within the industry. By actively participating in these events, we're not only raising awareness about our products but also fostering meaningful interactions with both retailers and consumers alike.

In addition to trade events, we're doubling down on retail activations designed to amplify the visibility of our brand and products. Through targeted initiatives, we aim to drive foot traffic to our partner stores, ultimately translating into increased sales and heightened brand loyalty.

James Barrett - Sales manager, Licensed Division, Peers Hardy

The independent retailer channel is vitally important to our business. Not only do indies offer fantastic support to our brands and products, but they are quick to offer feedback and can react quickly to newness. This helps us to establish products and get early reads on sales. They also help us to identify trends and hot licences, which we can then act upon. As they are located all over the country, indies are in a perfect position to provide valuable information on what sells and what doesn’t. It is much easier to have face to face conversations, which isn’t always possible with the buyers at a national retailer.

At Peers Hardy, we continue to support the independents with a growing team of sales agents who visit and service each account. We offer special discounts and promotions, and in 2024, are looking to offer independents first to market launches on some of our new licences coming later in the year.

Joe Rushworth Field sales manager, Cheatwell Games

I believe the indie retail channel is as valuable as ever, maintaining diversity and an identity of the local area. This localised connection can translate into enhanced brand loyalty, as well as word of mouth marketing and customer retention, and independent retailers are more receptive to novel products, which Cheatwell Games offers. The longterm relationships with the indie retail channel are what makes it as valuable as ever.

Cheatwell Games is offering a wide-ranging selection of over 200 new lines with great margins in 2024. We have lowered the cost price on many existing lines. For example, our larger board games this year have had up to a 20% decrease in cost price. In fact, there isn’t a price increase on any line in the Cheatwell range this year. We can mix cases on most of our lines for the indies, and in some cases can accept orders in single units. We have also held our carriage paid value at £250.

Karen Clarke Brand director, Smart Toys and Games

Since opening our UK office in 2014, we have been delighted by the level of support and excitement shown for our products by so many lovely independent retailers, many of whom remain our biggest fans. The independent retail sector is invaluable to the local community, providing customers with a personable service and the opportunity to see a wide range of different products. Supported by a loyal customer base, independent retailers love spotting something new and innovative that they can share with their customers. Every year we are thrilled by the smiles we see when our independent retailers catch a glimpse of our new product releases and test play for the first time. We would not be where we are without our lovely indies.

We have always supported our independent retail customers with an offering of complimentary demo samples and in-store marketing materials. We are extending our support with in-store demonstration days, as well as customised TV screens which showcase our eye-catching how-to-play videos. If any independent retail customers seek additional product training, then we would be more than happy to arrange this virtually from our dedicated showroom in Arundel.

Claire Coekin Commercial director, Plus-Plus UK & Ireland

Customers value independent stores because they continue to offer a range of advantages, such as personalised service, unique products and a sense of community involvement. I sense that customers are considerate of all the hard work that goes into running a friendly, local independent store or showroom where they really do appreciate every sale. In my experience, from a supplier point of view, they can often incorporate a wider range of products, respond quickly to macro and micro trends and deliver something different. Passionate indie retail businesses are also trusted for their value and expertise.

We are doing what we can to help drive footfall to our indie retail partners by offering demo play day boxes and demo days, supported by trained demonstrators. Easter, summer and spooky season themed play events have been particularly popular, and the comments from retailers have been very positive. We provide printed and digital event posters to draw customers into stores on the demo days, and feedback shows that this is leading to increased sales on the day and repeat buys thereafter. All retail partners receive a pack of free sample bags to giveaway to customers, which is always much appreciated. We offer Plus-Plus for five and above, or Big for 10 months and above, to cater for all ages. Our most popular and productive merchandise unit, the spinner display stand of assorted tubes, incorporates a tray table of mixed colour loose pieces, offering kids the opportunity to get hands on and enjoy the tactile Plus-Plus open play experience.

Leanne Royce Head of Sales, Bandai UK

Indies are the heart of the toy industry. They are essential to keeping our high streets alive and are invaluable in providing some of the best visibility to our consumers. We receive great feedback from our indie retailer partners, helping to influence our ranges and approach: in addition, we often see market trends kickstarting in the indie channel. Indies are hugely important to the Bandai UK business across all our divisions and are something we value greatly for our Collector and Hobby portfolio, given that this is predominantly independent-driven.

We work closely with our indie partners to develop and offer exclusive opportunities suitable for the channel, offering them a point of difference from those executed at mass retail. We create bespoke POS for areas where we have dedicated brand space and support key lines in catalogues and windows. We have some amazing in-store activities, giveaways and demo opportunities lined up for the months ahead to help drive footfall and create enjoyable and memorable experiences for consumers.

Phil Cassidy Managing director, Casdon

We’re proud to have supported independent stores since the company was founded in 1946. Not only do the indies play a significant part in our business, but they offer customers a more personalised experience, whether it be a giftgiver looking for the next must-have present or someone simply looking for a spot of inspiration. Over the years, we’ve formed great relationships with our independent accounts, many of whom knew my father and grandfather too. Our independent accounts are often those who experience first-hand feedback from our customers, which is not always easy to achieve through online channels these days. It is this feedback that is invaluable to us as a brand and is what makes independent stores such a valuable part of our retail landscape. As well as offering a full range of best-selling toys, our Casdon products are presented in bright colour packaging, which makes for eye-catching displays in-store. For retailers who have the flexibility to showcase products out-of-box, we offer stock to accommodate displays. Nothing beats being able to play with the toys before making a purchase. Of course, for online retailers, we also offer best-in-class lifestyle and product photography, as well as video assets to fully showcase the functions and features of the range.

Tim Ives General manager UK/Ireland, Basic Fun! UK

Independent toy retailers are very important to suppliers such as Basic Fun! UK and to the toy market overall. They offer consumers a huge and diverse product mix and, importantly, a breadth of range. The owners and staff behind these businesses live and breathe toys all year round and have an outstanding knowledge of what they sell. They are quick to respond to trends in the marketplace, as well as being leaders in launching new brands with their ability to take on newness throughout the year. They react to their customers’ demand, whether it’s a hot product or something that they are excited to discover.

Basic Fun! UK actively works with indie partners throughout the year with sampling initiatives, character costume appearances and window displays - arranged directly and through buying groups like Toymaster. To increase B2C awareness locally, we even arrange for social media influencers to head into stores to seek and find new products. In 2024, we are continuing to support our Toymaster Group retail partners with social campaigns, competition prizes, appearances and more.

James Connolly Director, Mojo Fun

Independent retailers have always been the focus for Mojo Fun. Our range of figurines and gift sets reflect this, as they are perfect for pocket money purchases, treats and gifts under £20. The nature of figurines means that they require independent retailer care and attention to best display them, and to keep any eye on stock levels. The Mojo Fun range offers independent retailers a point of difference and breadth of range; with products starting from £3.95, they encourage collectability and see loyal customers return on a regular basis.

In a challenging retail market, it is vital for independent retailers to find their voice and have an offer that will attract customers regularly, and Mojo Fun product can help deliver that opportunity. We understand how difficult conditions are for independent retailers right now. We hope that our continued focus on customer service and our ability to deliver stock from our UK warehouse will help our indie partners keep their retail shelves full, without having to wait lengthy periods of time to re-stock. We aim to deliver orders within 48 hours, wherever possible, and with high fulfilment rates.

We are pleased to be able to maintain all our trade prices for 2024, allowing us to provide extremely competitive trade margins for our indie partners despite growing cost challenges. We are also keen to discuss POS options to best display our products and maximise retail sales. All POS materials, including our consumer catalogues, are supplied FOC, subject to minimum order requirements.

Ross Bradley - Sales director, Wilton Bradley

Independent toy retailers are essential pillars of the toy retail landscape for several reasons. Firstly, they inject diversity and uniqueness into the market, offering a handpicked selection of toys that often differs from those found in larger chain stores. This curated assortment allows for the discovery of innovative, smaller brands and products. At Wilton Bradley, our commitment to offering a diverse range of products aligns perfectly with the ethos of independent retailers. By providing a platform for smaller brands and unique toys, we strive to empower these retailers to differentiate themselves and offer customers a curated selection that sets them apart from larger chain stores. This dedication to diversity not only enriches the offerings available to consumers, but also supports the growth and sustainability of independent toy manufacturers. Independent toy retailers are invaluable assets to the toy retail landscape. Their commitment to diversity, community engagement and personalised service enriches the industry and enhances the overall shopping experience for consumers.

Our commitment to independent retailers extends beyond just providing products. We also offer valuable support and resources to help these businesses thrive.

Whether through great photoshoot images and bespoke POS to illustrate the larger products being played with, or marketing assistance, product training or logistical support, we aim to ensure that indie retailers have the tools and knowledge they need to succeed. We will have a range of offers and deals across early buy, promo and clearance for orders placed at the show.

Guy Rooney - MD, Pat Avenue UK

Independent toy shops are the places where children fall in love with toys. As the foundation of the toy market, many trends have been born from shelves in the warrens of high stacked aisles in the local toy shop. Bright Day-Glo pricing tickets can light-up kids’ dreams, who may have been saving-up or praying for their parents to dig deep into pockets, so they can add to their collection of prized action figures or creative sets to produce a bead portrait of the family dog. The challenge for a supplier is to secure that space. It’s labour intensive and not something that can be achieved overnight. Each independent toy store has its own unique needs, and you can’t treat them as a whole – even members of buying groups.

As a small business, we are making a concerted effort to bring more indies on board. We try and treat each with the individuality they deserve. Each week, we offer the indies exclusive deals via email blasts and our team of agents. Our delivery MOQ has been reviewed and reduced. We also have starter packs to encourage new retailers on board, and we can offer individual marketing services, such as competition packs with giveaways, and local social media campaigns to highlight new stockists and ranges. New products at key price points are vital too. We recently started stocking a new pre-school vehicle range, Motor Town, which was signed primarily with the independent trade in mind. The initial sales have been great and the innovative puzzle ball Slida was brought in to hit a key pocket money price point in the category. We are always keen to talk to people and see what we can do to help.

Richard Hawkins Sales director, Hey Hugo

One of the first calls I made when I joined Hey Hugo was to Toymaster, as I recognise just how important the group is when looking to build a strong stable brand. The independent channel is the essential first stepping stone in a launch at Hey Hugo. One of the first toy companies I worked for was run by Peter Brown, and he always impressed upon me just how crucial the independents were, and that has always stuck with me. To launch and build a brand, you need a strong, stable base, and that is exactly why the independents are so important. Having been in the toy trade for 18 years, I have seen many companies dip in and out of toys, but the independents are the bedrock of the toy trade. They are often first to market with new trends and can react much more quickly than some larger retailers, so we look forward to building our success with them. We recognise the specific challenges of running an independent toy business, so we have tailored our proposition with the independents in mind. Hey Hugo is coming at this from a position of partnership and joint success. We have a low carriage paid order of just £150, we don’t have any fixed pack sizes and we have worked hard to make sure we have competitive cost prices and RRPs, which allow for very strong margin opportunities. We are also open to looking at in-store theatre, FSDUs, competitions, window displays and anything else we can do to help achieve success.

Andy Griffin Marketing director, Reydon Sports

Independent retail plays a crucial role in the economy, and in the toy industry. Independent retailers offer products that are unique and not commonly found in large chain stores. This contributes to the diversity of products available in the market, providing consumers with more choices and opportunities to discover new and innovative items.

They are typically locally owned and operated, meaning a significant portion of the money spent at these establishments stays within the local community. This helps to support the local economy by creating jobs, generating tax revenue and fostering economic growth; independent retailers are often deeply rooted in their communities. They tend to have closer relationships with their customers and are more involved in local events, charities and initiatives.

These small businesses are often hubs of creativity and innovation, driving competition and pushing larger retailers to adapt and improve. They can provide personalised recommendations, tailor their offerings to local preferences and build strong relationships with their customers, leading to greater customer satisfaction and loyalty. Overall, without supporting independent retail, there is no room for new brands, experimentation, personal relationships and genuine feedback for wholesale operations like Reydon.

Reydon provides various forms of marketing support to retailers to help them promote and sell their products effectively. We provide visually appealing materials such as posters, banners, shelf talkers and display stands that highlight the products and promotions. These materials can attract customers' attention and drive sales in-store. We have a huge array of digital marketing assets such as images, videos and social media content that retailers can use to promote the brand and its products online. This helps them enhance their online presence, add credibility and attract customers through digital channels. By providing this type of marketing support, brands can help retailers drive sales, increase brand awareness and strengthen their partnership with the brand, ultimately benefiting both parties.

Lewi Hillier COO, Click Distribution

The indies are and have always been a key part of the toy industry. Their diverse selection of product appeals to customers looking for unique or hard-to-find toys, making indies a valuable destination for toy enthusiasts. In addition to this, independent store owners and staff have a deep knowledge of the products they sell and can provide recommendations tailored to individual preferences. This level of attention and care enhances the overall shopping experience and fosters customer loyalty.

We are very proud to be working with so many fantastic independent retailers across the UK and ROI. We offer a huge selection of the hottest and best-selling toys and collectibles licences, all with a very small MOQ, just £250.00 carriage paid. Each of our retail partners have their very own dedicated account manager to discuss the next big thing, as well as access to our website, where customers can place orders 24 hours a day, 7 days a week. In addition to our fantastic customer service and great range of exclusive products, we love to support independent retailers with window displays, catalogue listing, TV/ social media tags, free stock to giveaway to consumers and events in stores.

Richard Dickson General manager UK & Ireland, Spin Master

I believe that indie shops are the bedrock of the toy industry, and their sheer passion for toys and delivering satisfaction to the consumer is something I really admire and support. As a toy company, it is important for us to grow and maintain a relationship with indie retailers: at Spin Master, independents are key partners, and it is important for us to grow our relationships and business together. They greatly appreciate the products and strive to elevate them, as they did for us with Bitzee last year. Indies are the foundation of the retail landscape and without them, we lose the inherent magic of bringing toys to life at retail.

For me, supporting indies is a non-negotiable part of the job – it is a fundamental part of our success. We always aim to make sure that we know what our indie partners need and how we can best serve them. Prioritising indies when allocating stock is at the top of the list for Spin Master. Once we have serviced them and made sure they are satisfied, we know that we still have plenty left over for the larger retailers.

Andrew Hardwidge Sales manager, A.B.Gee

At A.B.Gee, we are now moving towards our fifth decade of trading in the UK toy industry. Our business has always been firmly focused on what the independent toy trade needs and how we can work to facilitate those needs.

We have always been a one-stop shop, carrying a huge range of products from industry leviathans such as Mattel and Hasbro (for whom we have distributed products for over 30 years). However, in the last few years we have expanded our distributions massively, giving independent retailers access to all the hottest products from the biggest manufacturers in the world, all under one roof.

When we work with a principal company, we do our best to offer its entire product range at the manufacturer’s list prices. This allows all our customers to select the most sought-after toys in the UK toy industry, with the lowest stock risk, while maintaining full profit margins. In addition to this, we allow any products which aren’t supplied in a display to be purchased in singles with no price penalty. Carriage paid order values are kept as low as possible and apply across all 7,000+ lines in our product portfolio.

When you trade with A.B.Gee, you will enjoy the personal attention of a named representative who will work with you to make sure you have everything you need. For customers who prefer to place orders outside of normal working hours, we also have an easy-to-use website which is available 24 hours a day, 365 days a year.