NEWS & OPINION NEWS
ToyNews grows Retail Advisory Board
Toytown and Toy Hub buyers join to bring total number of retailers up to 13
by Dominic Sacco
MORE TOP toy retailers have joined ToyNews’ panel of experts – the Retail Advisory Board. Toytown’s head buyer Brian Simpson has signed up, as has Helen Gourley from Scottish independent Toy Hub.
Their first responses to our monthly retail section can be found on page 62 in this issue. Both enjoyed a strong Q1 trading period. They join 11 other key
executives from national toy retailers including The Entertainer’s Stuart Grant, Toymaster’s Ian Edmunds and Andrea Abbis from Argos. Both will be providing exclusive comments to ToyNewsin the months to come. Simpson told ToyNews:
“Trade in Q1 was really good for us, we had strong sales across all categories and a real boost from Easter that means at
Counter Insurgent
This month, our mystery toy retailer discusses brighter weather, rip-off products and the very slim chance of wearing fancy dress at this year’s Toymaster
Is this what our Counter Insurgent definitely won’t be wearing at this year’s Toymaster event?
present we are trading 17.7 per cent up on last year. I am confident that we will maintain our current trading performance in Q2.” Gourley added: “Q1 has
seen good growth for our company, with a 30 per cent increase on last year’s trading. We put a lot of this down to streamlining our offering to ensure that customers get a consistent message, which along with our rebrand has encouraged a lot of repeat custom. We have also grown our multi-channel offering which is helping to boost turnover.” ToyNewsset up its Retail
Advisory Board in December 2012.
Morrisons toys to benefit from new clothing label SUPERMARKET Morrisons
“As the kids clothing
expects toy sales to continue to rise, thanks to the new Nutmeg kids’ clothing line. The grocer believes the
range will draw more customers into stores, who will also pick up toys. “The launch of Nutmeg
makes this an exciting time for Morrisons’ customers,” toy buyer Marc Dean explained to ToyNews.
range should appeal to younger families, we in toys stand to benefit from the increased footfall. “We had a fantastic Q4, and this trend carried on into Q1. With virtually no Christmas toys carried over to markdown, we have traded very profitably. “A good start to sales of outdoor toys is key to trading well in this period, and really takes pressure off our sell through targets.”
AS I WRITE this, the first rays of sunshine are streaming through the window and suddenly people are smiling and happy. They’re still not spending but... it feels it has been so cold for so long now that I think we will all be glad to see a little warmer weather. The kids in the shop seem to be less hyper, which maybe suggests they are letting off steam outside. We are due a good warm summer, aren’t we? (But not too hot or they won’t shop, and they don’t need any more excuses thank you very much). Easter followed on from half-term and didn’t really get going. Half-term promotions were offered and mostly ignored; a lot of consumers stayed inside and shivered. Looking at the other promotions around, I don’t think I can remember ever seeing so many confusing offers, with some retailers basically saying to the consumer “we rip you off all year, so come in and shop with us now”. It is a said fact that consumers are buying into promotions, and we are constantly looking at ways we can offer
60 May
genuine promotions. Manufacturers are helping with some promos, but when they’re offered by some suppliers, you do get suspicious why. I was offered a three for two (which aren’t working anyway), so I asked if this offer was just for indies or the trade in general. “Only indies,” I was told. Now, I’ve been around too long to think there wasn’t some rat in all this, so I made the rep sign a sale or return agreement (SOR). Sure enough, the said item ended up in supermarkets with a third off.
It doesn’t help when
manufacturers make a poorer version of their products in the name of a promotion at a supermarket or discount store. A scooter with a smaller handle and wheel size that is identical in every other way, does nothing to help customer relations when you won’t price match. If a manufacturer really has to do this, then make it look different, the colour of the wheels, the smiley face on the sticker, a cheap brown cardboard box to reflect the product. Or why not add a slogan? How about, “my
dad is a cheapskate and wouldn’t buy me the proper version of this scooter”, like those crappy T-shirts you see at holiday destinations? There has been a debate about ‘parallel’ products recently and it has to be said the biggest culprits are the supermarkets. They rip off anything from dolls, games, crafts and most noticeably pre-school, all in the name of own-label. It is so easy to knock a product off, but I do feel sometimes that suppliers don’t help themselves, especially when a company not traditionally known for supplying supermarkets get their product ripped off. I am sure all the indies
are looking forward to the Toymaster show. We will be able to swap stories about how trade is and get depressed. I was, however, a little dismayed at the dress code for the first night, as my 21st was fancy dress and there is no way on Earth, heaven or hell that I will be wearing what I wore that night. Now if you will excuse me, I have a rep who can’t remember any SOR agreement to sort.
www.toynews-online.biz
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