This page contains a Flash digital edition of a book.
THE BIG INTERVIEW “We really care and really


want each experience to be correct for that market environment, like you and I would if we were running a local toy or gift shop.”


HITTING THE BOOKS However, it is fair to say that the retailer enjoys rather a few more benefits than the average independent toy store, with an insight into potential big sellers, delivered through strong licensing relationships and its grounding in book retail. “The book/toy cross over


works well on some levels, particularly when you’re talking about films, and half the time we definitely know what’s going to do well in terms of books to toys,” says Campbell. “We definitely stole the


march on Octonauts because we were seeing a lot of books, while we fully anticipated the success of The Hunger Gamesmovies, again because we’d sold an enormous amount of books.”


of the great licensees that we already work with. “It comes round full


circle to be a whole experience. We are uniquely placed to enjoy it and it’s something that we really encourage.”


certainly want to be a destination for. “The next big film for us


will actually be the next Hunger Games movie – Catching Fire.” Waterstones has also had success with City of


The brand I am most looking out for is Adventure Time. I believe it is going to be the next Spongebob


Squarepants. Our books are selling well and that’s a good indicator.


And as the trend for book to film series to toys and collectables grows ever stronger, Campbell is glad that it is a market that Waterstones already has a strong hold on. “We are used to doing


many events with authors. Now those same authors are hooking up with licensors who work with all


BOOK TO THE FUTURE Armed with this power of insight (or inkling) into the future’s up and coming big sellers, what is Campbell predicting as the big things in 2014? “Next year there is


already talk of some really good movies – the new Muppets, TMNT and LEGO Movie, which we would


Bonesmovie merchandise. “Temporary tattoos are fantastic for this, as well as journals, anything that can be related right back to the character and story of the film and book does really well.


“Then, of course, The Hobbit: Desolation of Smaughits cinemas in December.


“Last year we built Bagg- end in our Piccadilly store and I am now talking with Warner Bros. to discuss building something else for the second movie. “But, the one I am most looking out for and researching into is Adventure Time. I believe it is going to be the next SpongeBob SquarePants. Our books are selling well and that’s a good indicator.”


TACKLING THE TEENS Back to the present day, and Waterstones is focusing its current energy on exploring the puzzles, teen toys and collectables avenues. Campbell explains: “We


are very excited about our jigsaw puzzles and have worked really hard to refresh them regularly. “We believe that if you


are going to puzzle with us,


we want you to do it often, and as our books would change, you’d see new puzzles and the next thing to try out. “We are also working on the items that can take our young readers and young toy enthusiasts right through to the teen years. And a real thread of growth is trading cards. “Yu-Gi-Oh is back on TV,


while Pokémon and Magic the Gathering are both strong. Key launches get people coming back to us and offer conversion, but we also hold swap days of trading card activities. “That’s why the trading


cards are so important; there are regular releases and a certain audience coming in at that teen level. It’s certainly one of the areas we’ve identified for growth,” Campbell concludes.


www.toynews-online.biz


November 57


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