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www.IndependentRetailer.com COVER STORY Toys and
Novelties Update continued from page 76
imports to help in providing a greater selection of products. “Group Sales is acting as a conduit that can keep retailers stocked with a competitive and unique selection of products,” notes Paniccia. “We specialize in selling the accounts that either struggle purchasing full containers of product from China, or retailers that do not buy overseas.” Group Sales’ toys and gifts cover
every age from birth through adults, as well as pets. Among the available product lines are NSI toys ranging from $2.95 to $27.95 wholesale, as well as PBS Kids and Kidz Delight, wholesaling $29.50 and below and $34 or less, respectively. “We do extraordinarily well with NSI’s Smithsonian Collection, along with their other crafts such as the Rock Tumble and Pottery Wheel. The Kidz Delight line of preschool products also sells well, as it is not sold in large retail stores, enabling independent retailers to sell it as a unique item with good margins,” mentions Paniccia. Also focusing on a wide vari-
ety of merchandise, low prices and healthy margins is OKK Trading. With over 3,000 items in invento- ry, the toy importer and wholesaler continues to add to its product lines on a weekly basis. And while the company’s toys end up in the hands of children in pre-school and up, they begin with OKK Trading’s cus- tomers: dollar stores, 99 cent stores, discount and toy stores. Most prod- ucts sell for a suggested retail price of $0.99 to $1.49, but according to William Hung, VP of sales, “We carry a large array of toys over $1 that are still affordable.”
All in all, OKK toys meet a profi t
margin far above brand name toys. Wholesaling for about half the sug- gested retail, below $1, OKK’s toys provide profi ts between 50 and 200 percent, “compared to just 15 to 25 percent for name brands such as Mattel, Hasbro, Fisher-Price or Lego,” notes Hung. If browsing the website, customers are required to register with an email address in order to view wholesale pricing for each individual item. Hung adds, “Sales are wholesale only, with a $500 minimum.” OKK Trading also promotes a fi ve percent discount for new customers ordering online. Hung points out, “Retail customers want to buy toys today at low price points like $9.99, making it neces- sary to sell to retailers at low prices that will allow for high margins.”
continued on page 78
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INDEPENDENTRETAILER.COM for Industry News & Updates September 2011 77
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