Survey Independent
with the multiples on heavily TV-advertised lines. It’s not just about profits either. Seemingly many small toy shop owners just don’t like, or approve of, what they see as fad products that rarely last the test of time, and aren’t compatible with their ethos of what makes a good toy. One of the most interesting comments comes
A
from Ducklings Toy Shop who picked up on the fact that there’s very limited information given to small retailers about suppliers’ advertising plans. (But fear not, help is at hand. Turn to page 55 for Toy World’s guide to toy companies’ TV advertising plans for Q4)
Fairy Goodies, Corsham
Ben Biscoe As a retailer operating in a specialist niche, the Christmas trends don’t tend to affect our buying too much. Our main product lines are sourced directly from manufacturers in Asia, so we’re outside the usual supply chain and therefore the Christmas promotions are of little value to us.
Thingimijigs, Burnley
Rachael White I look to see which brands and characters are going to be heavily advertised; if Moshi Monsters is all over the TV then the uplift is good throughout the range. But I would not necessarily purchase the main lines as they will normally be heavily discounted by the multiples and as an independent we cannot compete. So we always look for something different but complimentary across the current trends.
Littlesheep Learning, Leamington Spa
Elaine Lambe As we aim to be a specialist toy supplier focusing on educational toys, the advertising of latest trends doesn’t really affect us very much; we stick to toys that fit within our remit.
26 Toyworld
consistent and rather predictable theme running through the comments from this month’s survey is how many independents simply don’t even try to compete
Tom’s Toys, Bolton
Lorraine Webb Being an independent store, the ability to offer a product that has had TV advertising is very appealing to me as it is a product that is recognised by children and sells itself.
Toys To You, Mayfield
Julie Rae I don’t sell what’s in fashion in the toy world; only toys that are solid, sturdy and will last for generations. Most TV-advertised toys are fads that will fade, and in my opinion are not worth investing in as an independent retailer. I also cannot compete on a level playing field with the likes of Argos or Toys R Us, so economically I’m better off not even trying.
Ella’s Toy Shop, Leamington Spa
Tracie Peacock-Quinney I run an educational toy shop and steer clear from the character merchandise. Our customers appreciate we are different from Argos and other mainstream toy shops. Our customers will see an alternative they prefer instead.
Automattic Comics and Toys,
Corsham Matt Booker I stock the range of products I like that sell well
In association with
This month Toy Shop UK asked its listers: “By how much are your buying decisions influenced by the promise of TV-advertising?”
17% = A lot 27% = A little 56% = Not at all
for me. Advertising can either help or hinder my sales, but for 19 years I’ve stuck to doing it my way and that still works.
The Hub, Dunblane
Helen Gourley We are concerned that too much TV advertising results in the multiples offering ridiculous discounts that we simply can’t compete against. However we have also tried to bring in completely new lines that aren’t TV- advertised and they become a more difficult sell, so there always has to be a reasonable mix.
Ducklings Toy Shop, Near Swindon
Janice Pattison The toy and the brand must fit with our selection and values before we will think about stocking it, though when choosing the individual line within a range TV advertising has an influence. We know children are influenced by what they see on TV and what they talk about in the school yard. We also see the effect of TV on the heightened interest in certain products, when they are on. We are generally very disappointed with the lack of information from suppliers on advertising. Given the amount of money spent, and the hype at Toy Fair on advertising plans, the follow-up to achieve sales to retailers at key advertising times is next to none. It is very rare
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