EBAY AND THE TOY INDUSTRY Going, going… gone?
Online shopping giant eBay changed the way second-hand goods are sold. It offers retailers marketplaces, but also allows ‘scalpers’ to sell rare products with low RRPs for hundreds of pounds. And are unofficial toys altering the market for good? Dominic Sacco asks eBay, toy suppliers, retailers and collectors
WHEN EBAY launched in 1995, the premise was simple: allow consumers to sell their unwanted goods to others via online auctions. Today, the multi-billion dollar business has localised sites in over 30 countries. Over 190,000 businesses sell on eBay, reaching some 17 million customers in the UK alone. But no one could have anticipated the waves it would make to industries and consumer habits, from fake goods being sold to rare toys going for more than £1,000. Retailers are expected to have an online presence nowadays, and eBay allows them to have their own marketplace (see ‘Role Models’). “eBay is a trusted
marketplace and a proven channel to attract new customers,” eBay spokesperson Steven Heywood tells ToyNews. “We don’t see eBay as being defined solely as an auction website as more than 70 per cent of purchases are of fixed price, new inventory – which is why we passionately believe we are a great platform for retailers.
“What’s important for
all eBay merchants is that we’re a partner, not a competitor. We don’t have our own inventory – we simply enable commerce.” What about unofficial
merchandise and fake toys? Some products designed to dupe customers – like sculpted Skylanders figures – can go for hundreds of pounds, while several parents sell home-made toys based on official licences, like Woolly and Tig, without permission. Heywood adds: “We work closely with law
26 May
www.toynews-online.biz
enforcement and our Verified Rights Owner Program allows rights owners to report counterfeits or copyright infringements. eBay promptly investigates each notification and 100 per cent of the listings reported to be counterfeit are removed.” Master toy licensee Golden Bear recognises the positives. “The fact that people
have been making their own Woolly toys is always a good sign that demand for Woolly is growing and he is becoming a firm favourite with parents,” says Golden Bear’s marketing and product development director Christine Nicholls. “Now the launch of the official range is coming, parents will be able to get their hands on the real thing and of course
benefit from the quality plush that Golden Bear is renowned for.”
MORAL MARKETPLACE? Some traders and independent toy retailers may spot trends and price products slightly higher on eBay if they know they’re in
edition versions on eBay straight away, without giving their store
customers the opportunity to purchase them and experience the delight of receiving up a rarer version by chance. Some distributors are completely against this,
What’s important for eBay merchants is we’re a partner, not a competitor. We simply enable commerce. Steven Heywood, eBay
particular demand. However, ToyNews understands a few have allegedly opened blind packs for rare toys, or sold
limited
namely Asobi, which is clamping down on retailers who sell rare Sonny Angels toys on eBay. “Blind packs are there for
a reason – to give the customer a surprise and add to the excitement,” claims Asobi boss Thierry Bourret. “The thought that some people spoil
the
surprise is very sad. Very few retailers open the blind Sonny Angel packs, and those who do are instantly removed from our list of customers. “We are no longer taking
on web only retailers, unless they can prove that eBay is not their main platform for selling. We also do not want to encourage bedroom businesses that are happy to make just a few pounds per item, as this is killing our main customers’ business.”
Amanda Alexander from indie Giddy Goat Toys comments: “Some traders are listing products at silly prices and so a lot of my suppliers are now stipulating that they don’t want us to sell on Amazon or eBay, as this crazy discounting is damaging their brand and makes the rest of us who are VAT- registered and have shop overheads whinge and moan, as we can’t compete with them.
“In terms of advantages, I
would say it is easy to use and upload products to sell. You are reaching a huge audience of potential buyers.”
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92