12 Campaign of the Month 14 Industry Movers 16 Dubit Research
FEATURES 18 The Big Interview: Mind Candy
23 Supplier Focus: Re:creation 25 Toy Fair 2013 26 My View: David Smith 28 Inside Trader: Steve Reece 30 Good Toy Guide 64 Pre-school Profile: Babogbaby 70 BLE 2012: The Reaction 72 Licensor Profile: ITVS GE
IT WAS OCTOBER 20th when the build up for Christmas really began for me. Not in terms of buying presents, writing cards or decorating my flat, of course. But it was the day I opened my tabloid of choice, and various toy retailer Christmas catalogues tumbled out. And it was also the day the TV marketing campaigns seemed to kick off, too. In just one day, the fight for consumers’ toy spend had begun. And if you thought last year was fierce, the competion this year is likely to result in one almighty scrap.
ToyNews circulation is 19.3% higher than its closest competitor.
ToyNews has 100% named circulation and 0% duplication.
So, spare a thought for Argos, which despite earlier this year telling ToyNews that it had ambitions to be the UK’s number one toy retailer, already finds itself on the back foot. The catalogue – for many years known as the bible for High Street shoppers – will gradually shrink, ultimately being phased out, with bosses referring to it as ‘old technology’. All change from back in August, when Argos told us that the catalogue remained critical, in particular for toys, with the focus for our industry actually increasing. So, should suppliers be worried? Well, those I’ve spoken to say no, not at the moment anyway. A good percentage of Argos’ business is already conducted online – it is the second largest online retailer behind Amazon – and the catalogue won’t suddenly disappear overnight. Plus, Argos tells us this month that its plans are actually great news for toys (see page 33). But I can’t help but feel nostalgic for what The Evening Standard called the “1,500-page doorstop” – many of my Christmas lists were compiled from it. Ultimately, though, if it means that Argos doesn’t go the way of Woolworths, which stubbornly refused to adapt to its changing consumer, it should be welcomed.