AS I’M writing this, the sun is shining and we’re enjoying a run of unseasonably warm weather. And there will be a number of retailers – and toy suppliers – with their fingers crossed that the temperatures stay on our side for the long Easter weekend.
The main comment we received from independents and multiples when we asked about a potential uplift in sales around the period, was that it would depend on the weather. But, savvy retailers aren’t just sitting back and waiting to see what happens – many are taking the bull by the horns and setting up a raft of promotional activities and events to drive people in-store.
ToyNews circulation is 18.2% higher than its closest competitor.
ToyNews requested or paid for circulation is 14.4% higher than its closest competitor.
ToyNews has 100% named circulation and 0% duplication.
The Entertainer has always led the way here, and it has some good plans for this year, too. But the encouraging thing is that more and more indies are getting involved, and, perhaps most importantly, realising those promotions can lead to greater longer term footfall as well. The suppliers I spoke to this month were all cautiously optimistic, and many revealed they had enjoyed a better start to 2012 then they had perhaps expected. Vivid, for example, is up 28 per cent YOY, according to NPD’s February data, while execs from Re:creation and LeapFrog both told me they’d had a fantastic start to the year.
Mattel, too, has enjoyed some strong early sales momentum across its key brands and continues to come up with ways to get its properties in front of new audiences. The four different covers featured on this month’s ToyNews is part of a wider campaign for Hot Wheels, which includes its first TV brand ads and a tie up with Odeon cinemas. There’s a lot of 2012 left yet, but the early signs at least seem sunny. Samantha Loveday