THE BIG INTERVIEW The rolling ‘Stones
Waterstones’ toy department is gathering no moss as its expansion plans for 2014 stretch to designs for own branded toys and games. Robert Hutchins discusses the bookstore’s plans, its place in the community and the benefit of selling toys alongside books with toy buyer Sally-Ann Campbell
WITHOUT OVERWORKING the cliché, Waterstones certainly appears to be gaining a rolling momentum. The bookseller’s toy department has seen ‘significant growth over the last year’ with ‘no sign of slowing down’. This has already seen a planned expansion of its children’s puzzles, teen toys and pocket money lines in the run up to Christmas and the New Year. And now, Waterstones’
games, book accessories and children’s toys and games buyer, Sally-Ann Campbell is looking to introduce an own-branded toy range to the firm’s portfolio.
56 November
“The toy sector is very big to us. It’s continuing to grow, and an own brand range is something that’s definitely on the table for 2014,” Campbell explains to ToyNews. “Our areas for growth for
next year are children’s puzzles, teen and we’re looking at what we can do with pocket money lines. “We get great support
from our toy suppliers and we work closely with leading companies, such as Esdevium, LEGO, House of Marbles and Flair. “So without going too far
down the own brand route, we would really like to work on a few lines. “At the heart of it, licences drive footfall and
we’re very proud to support all the key licences, but it would be nice to just start an own brand, just to make a truly unique range.”
WATERSTONES, THE INDEPENDENT The term ‘unique’ may not be typically synonymous with a firm boasting 267 stores across the UK, but it is the strive to deliver a bespoke and committed service to the development of its young patrons that Campbell believes sets the retailer apart from its High Street competitors. “We do try to think why
every single thing has a reason to be on the
We get great support from our toy suppliers and we work closely with leading companies, such as Esdevium, LEGO, House of Marbles and Flair. Sally-Ann Campbell
shelves. We like children to develop through learning and fun,” she explains. “We can help with the
engagement of readers, the reluctant and the gifted, by adding value with different toys and educational games.” Campbell continues:
“The range is chosen with care, because we really care at a local level about what we’re doing.”
And it is this approach
that Campbell believes aligns the retailer more with the nation’s indie toy and gift shops. “We obviously look to
John Lewis as our type of consumer, that’s where we see ourselves benchmarked. But actually, we probably sit alongside, I prefer to think, the little independent toy and hobby stores,” she says.
www.toynews-online.biz
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