news Airfix launches new app
The new Airfix Tanks app is a fast-action point of view war game. The game takes place in arenas; the more battles you win, the more levels you unlock and the fighting continues on. With 16 levels to combat through, Airfix Tanks is a 3D game for the iPhone or Android phone, available to download now. This follows up the successful Airfix Dogfight from 2012 (still available). Airfix, under the ownership of Hornby Hobbies, is pleased to be associated with these apps produced and marketed by Sabec. Darrell Burge, marketing manager of Airfix, said: “Having these great game apps out
there takes the Airfix brand to a new consumer, which can only lead to more customers for our superb kit range.”
New media management partner for Dream Toys 2013
www.toyworldmag.co.uk Newsanalysis:
Taking a stand on third party online selling Sam Ireland, operations manager of Bigjigs Toys, spoke to Toy World about the company’s recent open letter to the trade about its decision not to tolerate third party selling of its products.
The Toy Retailers Association has teamed up with Bastion PR for its Dream Toys media event. A committee, made up of TRA and BTHA members, saw pitches from three companies at the end of 2012 and a decision was made to take the event in a new direction with PR support being provided by Bastion. Bastion has been responsible for the Toy Fair press office for the past six years. Dean Barrett, managing director, Bastion, said: “We have always coveted the Dream
Toys account so we were delighted to be asked to pitch. We feel we have some great ideas for the event and look forward to working closely with the TRA and the exhibitors to make some serious noise at Dream Toys 2013.”
Gibsons launches new trade ordering system
On January 23rd 2013, Toy World magazine reported the news that Bigjigs had written an open letter to its customers saying it no longer wants its products to be sold on third party websites such as eBay and Amazon. In the letter, Liz Ireland, director of Bigjigs Toys, wrote that the company was “unwilling to allow our brand to become devalued. Therefore we would ask that all products purchased from Bigjigs Toys are removed from third party websites such as Amazon, Ebay and
Play.com, for example, no later than the 1st June 2013. With effect from 1st June 2013 we will no longer supply any account found to be listing our products on any third party website. We will monitor all such sites after that date and those customer accounts found to be listing will no longer be supplied by us.” The letter stated that the vast majority of Bigjigs’ business is conducted through bricks and mortar accounts in the high street and it is these accounts the company wishes to support. To find out more about the letter and the company’s stance on third part internet selling, Toy World spoke to Sam Ireland of Bigjigs Toys.
Gibsons has launched a system which allows trade customers to place orders online. Gibsons indicates that the new system guarantees faster delivery times as well as keeping track of invoice history, downloading product images and keeping up-to-date on product news. As a way of encouraging trade customers to begin ordering online, Gibsons ran a competition whereby all customers who placed an order in January using the new system were entered into a prize draw. Internet jigsaw puzzle specialist Asterisk’s won £1,000 worth of Gibsons puzzles, while second place went to Geoff’s Toys in Leicestershire and third place to Buckinghamshire-based retailer Special Days, winning £500 and £250 worth of puzzles respectively.
Galt acquires exclusive worldwide licence to manufacture and distribute Ambi
The deal will see the Ambi Toys product range moving from Italian-based Selegiochi to join the Galt Toys stable of products. Ambi Toys has distribution in 20 countries. Traditionally Galt has been associated with art, craft and activity products, more recently establishing itself in the First Years category with the awarded-winning Playnest. John McDonnell, MD of Galt Toys, commented: “We
are delighted to announce this new deal as we see the Ambi Toys range as the perfect complement to our existing products designed for first years and toddlers, and their focus on child development and education through play. We are looking forward to developing the line further and see this as a long-term commitment to the brand.”
14 Toyworld
Toy World: What prompted the company to write this open letter? Sam Ireland: Third party selling has become such a big part of the toy industry that we felt we needed to clarify our company position on it, and let everybody know what we are doing and why.
Do you feel that online retailers are having a bad effect on the high street retailers? Some online retailers are, but not all of them. There are many online retailers that do a great job and sell products at sensible prices, but there are a number who will sell at almost any price just to get a sale. With the larger target audience these online retailers can sometimes get away with reduced margins as the volumes are larger; this is just not possible for family-owned toy shops on the high streets.
Do you think other companies will follow your example? I think there is a growing unrest with many companies about how their brands are being devalued online through deep discounting and poor brand portrayal. Whilst we are fortunate enough to be in a position to introduce this policy to help support our core business on the high street, there are many companies out there who may not be able to do so. This aside, I would be not be surprised to see more companies implement policies to help protect their brands online over the next 12-18 months.
What can we expect from Bigjigs across 2013? The company is doing well; we had a great end to 2012, and a very positive start to 2013. We have had countless retailers commend us on our new internet selling stance, which has been great, and we’ve also had superb reactions to our new lines. There are lots of things in the pipeline for 2013 which we think will add to the Bigjigs brand going forward. I would love to tell you all the gossip, but that would just spoil it for everyone.
@toyworldmag
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