NEWS
ToyTown opens brace of new stores
Indie expanding into East Kilbride Shopping Centre and a site in Croydon
DKL looks to drive on with Hama as sales keep rising
Sales up over ten per cent on 2012, with trend set to continue through last quarter, says company
By Samantha Loveday
DKL HAS been working hard on its marketing efforts for Hama, as it looks to capitalise on the recent strong growth the brand has been enjoying. Sales have soared over the past few years, and DKL has said that sales have risen over ten per cent on 2012, with this trend set to continue through the last quarter. Top sellers include the
new My Pocket Hama range, which encouraged retailers to trial the line and also bought in new business, while the small generic Hama gift boxes continue to be best sellers along with the jewellery lines. Further additions to the
My Pocket range will arrive in the New Year, while retailers should also keep an eye out for window decoration sets and more products in the Maxi bead range for younger children. DKL has also been helping retailers to make the most of their shop space and encourage customers in-store, with the creation of Hama ‘destination’ stores.
06 October
DKL are happy to work with
any retailer who is interested in a dedicated Hama area. David Allan, DKL
“We’ve used bespoke planograms to cater to individual store space allowance,” David Allan, sales and marketing director at DKL, told ToyNews. “These areas are fully branded with POS materials, made up Hama models and supported with in-store promotions and activities. “We also offer life-size Hama models which create a focal point for window displays, attract attention and support the in-store range. This has been a success within department stores and small independents alike. We have seen an uplift in sales and greater customer interest in the brand. “DKL are happy to work with any retailer who is interested in a dedicated
Hama area; whether they have large or little space it can be a fantastic way to refresh or introduce Hama to a store.”
Social media has also been a key tool for building the Hama brand, with DKL’s online presence being developed tremendously, owing to a steady use of Facebook, Twitter, Pinterest and its own blog. “Hama has a dedicated
Facebook page which is very popular,” Allan continued. “Online is the perfect platform for Hama to be displayed. There are so many resources available and opportunities for people to share their designs – Hama benefits greatly from being able to reach so many in this way.” DKL: 01604 678780
INDEPENDENT RETAILER ToyTown is extending its empire across the UK and Ireland, with two new stores opening. The brand has extended its fleet to 24 stores already in September moving into East Kilbride Shopping Centre, with a 25th opening in Croydon in early October. “We now have 24
stores,” ToyTown’s owner and toy buyer, Brian Simpson told ToyNews.
“And there will be a 25th by October." The Croydon store boasts around three and a half thousand square feet. “We will be opening the
stores with the whole shebang,” he continued. “There will be activities and promotions to get the awareness of these stores into full flow before the Christmas rush.
Read the full interview with Simpson on pages 70 and 71.
2013 has been one of our best years yet, says Intelex
INTELEX HAS told ToyNews that 2013 is shaping up to be one of its strongest years on record. With the warmables sector growing, the firm has found its ranges have been consistently popular with retailers.
“2013 has been one of our best years yet,” said Intelex sales director Darren Ingram. “We’ve had a really strong 2012 and 2013 with thanks to our core ranges of Cozy Plush and Hot Pak, which continues to perform well, and our innovation pipeline. “The warmable plush toy
market has grown extensively over the last few years thanks to exciting and unique new warmable products being launched regularly, all of which is being welcomed by our retailers who love the opportunity to offer fresh and unique new products each season.”
This year has also seen
Intelex expand its popular Hooty Owls range after an unexpected level of demand. “Our heatable Hooty Owls have surpassed all expectations,” added Ingram. “We’ve extended the Hooty range to include Hooty screen cleaners, along with two brand new designs and we’ve added the adorable Hooty Snowy, which is proving to be very popular with retailers given the volume of pre-orders placed thus far for autumn/winter ranges.” Read the full interview with Intelex’s Darren Ingram on page 39.
www.toynews-online.biz
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