Have you considered… wall stickers and posters?
of generic lines, we fi nd that educational posters do very well, for example posters passing on a simple message such as the alphabet; parents like that side of things.” Charlie told me that in terms of licences, “posters
and related merchandise represent both aspiration and association, so licensed products will always sell much better than generic products.” From Star Wars and Peppa Pig to Turtles and Minecraft, he says that if a child is going to decorate their walls and they are a fan of something, then they feel the desire to show that they are a true fan. Posters are a great way of doing that, as they are quick and easy to put up and take down, allow the child to get involved with the decorating of their own room, and are updated regularly throughout childhood. Jomoval has found it’s a different story when it comes to licensed wall stickers; Valerie told me that the company’s generic lines outsell the licensed around 20 to one. Jonathan told me more: “We only started working with licences last year, so we don’t know its full impact yet.” Jomoval works with designers at RoomMates on its non-licensed range to create unique designs, so that customers are not able to fi nd them anywhere else. Jonathan told me: “Ninety per cent of our business is non-licensed, as this is what we fi nd our customers are looking for.” Valerie told me that wall stickers are not currently widely available in the UK: “There are no good ranges in DIY stores, so it’s the perfect opportunity for toy retailers. These products fi t in kids’ bedrooms, allowing them to decorate their bedrooms with designs which can change as they grow.” Valerie also said that the products are compact, take up little room, and have good margins of 50%: “With a retail price point between £14 and £40, they are easily accessible as an impulse purchase. Also, the quality of the wall stickers is outstanding, giving a negligible return rate.” Valerie also pointed out that, just like posters,
“although wall stickers are not toys, children love having a nice bedroom with interesting and bright designs, and they like to get involved with the decoration of their room.” Margins from posters are also good. Nick told me:
“A top brand £1.99 rolled poster retails at £3.99, and there are discounts available.” He pointed out that posters don’t need to take up much space: “Pyramid International offers a wide and varied range of POS
solutions for all of their products, from cardboard promotional items through to metal multi-functional displays.” Pyramid makes bespoke FSDUs to fi t store space, as well as ‘compact’ cardboard displays for posters and the 10x8” 3D posters. Nick said: “We also have a spinner that combines three poster cardboard displays as well as room for wristbands, badge packs, stickers, etc.” Visiting multi-product FSDUs is very useful for
driving sales in a store where space is at a premium. Charlie told me: “The new MPFSDU display option, which allows posters, badges, tattoos and stickers all to be sold together while taking up very little fl oor space, has proven to be a huge success. This unit is ideal for Toymaster accounts, focusing on a hot property whilst offering choice for the customer.” Steven Birks, GB Eye’s national sales manager, added:
“Multi-product FSDUs have had a great impact on sales. The single brand appeal from the shipper attracts customers to the unit, and the variety of products encourages a combination of purchases. Skylanders Giants and One Direction bins have had great success, both showcasing a number of pocket money products and driving incremental sales for both brands.” Toy retailers can maximise the impact of stocking wall stickers by placing them “near the till as an impulse purchase,” says Valerie. “They need to be well presented, ideally on a display stand, and the retailer should carry a reasonably large range of at least 15 different designs. The stickers can be used to decorate an area of the store (we provide free samples for this), so customers can see the products in use on the walls.” Nick agreed that like wall stickers, “posters are an impulse purchase, so they need to be displayed and seen by the door or till, or in a branded area. For example, parents buying Lego will also pick up a Lego poster to brighten up the child’s room.” Nick also pointed out that “because of new movies coming out, ranges are consistently refreshed throughout the year, and retailers don’t need to take on a huge amount of stock to get a good return.” With all of these points in mind, the wall stickers and posters market certainly has a lot of potential to offer toy retailers. You can also fi nd more information on the different products available from this month’s “Have You Considered…?” contributors over the next few pages.
Pyramid International
GB Eye Jomoval
01420 511 405 |
www.jomoval.com When it comes to home decorating projects, many people are looking for easy, quick and low-cost solutions, in particular for nurseries and children’s rooms. Removable and re-positionable wall stickers are growing in popularity as they are quick and easy to apply, and simple to replace as a child’s interest’s change. RoomMates, the largest US brand of wall stickers, is now available in the UK and Ireland from Jomoval. Made in the USA from high-quality vinyl, they are removable, re-positionable and re-usable without damaging the paintwork or leaving behind a sticky residue. They work on painted walls, windows, furniture and accessories, and are a good alternative to hand-painted murals and stencils. RoomMates wall stickers are also a very cost-effective decorating tool with each pack containing up to 80 stickers. RoomMates has partnered with some of the best US designers to
bring over 250 different designs in a variety of sizes and themes to suit all ages. They make a visual impact to a child’s bedroom or play space. Popular themes are present including Jungle, Transport and Woodland. In addition to the non-licensed designs, RoomMates has licence agreements with Disney to produce Disney favourites including Winnie the Pooh, Mickey and Minnie Mouse, Toy Story, Cars, Cinderella and Tinkerbell.
52 Toyworld
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