NI Oct 09 PG14-15.PASSED:NOV_08_p.6-13_News_legal.qxd 24/09/2009 10:51 Page 15
NiVoice
WOW toys are highly collectable, allowing children to mix and match the out (in store) and get a free
range to build their own fun world. They are designed to work together and WOW gift, helping retailers to
and all the figures can be used in any toy. What I like about WOW toys is that generate sales and raise their
they challenge stereotypes - the characters are ethically diverse and women for own profile in the process. Said
example, are in roles typically thought of as belonging to men. Nadim: "In the first half of the
WOW was named 'Overall Award Winner' at the Good Toy Awards 2008 for year we ran a promotion where
its range of inspirational toys for toddlers from the GoodToy Guide. WOW also the consumer had to spend £15
won Gold, Silver and Bronze from Practical Pre-School Awards 2008. to get a £6 toy for free, boosting
profits for both us and the
“Have we noticed the recession? No not at all. WOW is
retailer. We are doing a much
44% up on like-for-like sales and our main challenge has bigger consumer promotion for
been keeping up with the demand”
Christmas. All new accounts are
also offered 100 goody bags
The WOW Activity Table is well worth having in store for children to play at containing a free toy for customers and the loyalty this goodwill this generates
while mum or dad is shopping - and comes with the added benefit of for the brand and the shop is staggering. We recommend the bags be given to
increasing purchases in other areas. It features a cute and colourful road scene customers that haven't bought WOW yet, to help win them over in the future.
graphic and is ideal for use with any toys from the We do all we can to support retailers by offering
WOW range. It's easy to clean, durable surface makes merchandising help and advice, supplying materials and
it great for a host of other fun activities too. Simple to investing in product training.”
assemble it is suitable for ages 3+ - and a ‘must-have’ As I said, reading up on WOW en route to London I was
for any WOW devotee. suitably impressed by the company’s credentials as a UK toy
WOW toys are made to last. Excellent design, high maker. By the time I left, I was absolutely convinced of them.
grade materials and rigorous quality control make
them extremely durable. "We want our toys to be WOW
passed down to successive children," said Nadim - an idea that will resonate T: 020 7471 0980
with all parents, cash strapped or not. W: www.wowtoys.com
WOW reacts a lot to parent feedback. Nadim told me about a recent email
blast to 40,000 parents that generated a 10% response rate, a result that most
marketers only dream of. He also holds regular focus groups with parents to
aid in product development, during which the toys are demonstrated and
reactions to them are closely observed. There is also a questionnaire in every
WOW toy for both transactional and aspirational data to be collected, enabling
WOW to respond to its customers needs even better. Such is the popularity of
the brand that the average WOW customer has four toys from the range at
home. Nadim commented:"We are constantly measuring and testing ideas for
business growth. We launch new products in January and September every
year and are already working on products for Spring/Summer 2011 at a cost of
around £100,000 per toy. Have we noticed the recession? No not at all. WOW
is 44% up on like-for-like sales and our main challenge has been keeping up
with the demand.”
Looking after the retailer
After our meeting, Nadim was off to visit retailers to find out what more WOW
could do to meet their needs. He wrote to me afterwards: "I have just got
back from the Lake District after visiting 8 retail customers to learn about the
good/bad/ugly things that are happening to their businesses and how WOW
can play a strong part in making their customers (the public) even happier! It
was all very good and allowed lots of interesting insights." As a retailer you will
know even better than me just how many MD's of the brands you stock
actually take the time to visit your store. I suspect not many. Working at grass
roots level is undoubtedly what makes WOW a success, the retailer is at the
forefront of Nadim's mind and central to his business plan, as he relies on you
to stock his products, display them attractively and promote their features and
benefits with skill and commitment.
WOW supplies signage and banners to every store. Devoted WOW areas
have also been created in a number of shops for special WOW days, where
members of the community can come in with their families and try the toys
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