Traveltoys
YouTurns, from John Crane, is a car seat toy featuring engine and horn sounds as well as LED indicators so kids can let everyone know where they are headed.
Cozy Time’s new patent pending Travel Pals range turns a plush into a soft neck pillow, while a zip on the back stores money, passport or travel tickets.
Destination Plus is a range of 16 travel-sized regional board games which can link together to make a bigger game. The travel editions are an eighth of the size of the original games and play in a third of the time.
Games, also had this to say: “‘Travel Toys’ is a term we feel restricts the potential sales of such lines. We are rebranding to ‘Mini Games’, as this gives a more accurate description of the product.” Steve believes that the key to a good travel
toy lies in “having a game that keeps everyone entertained and wanting to play again. I don’t feel that direct competition with travel arts and crafts kits and handheld games consoles is necessary; it is important that the customer has a wide choice of games in order to fi nd a balance between solo activities and those which are socially engaging.” It almost goes without saying that space on
a retailer’s shelf is premium, and travel toys are designed to fi t into luggage, so they should be compact on the shelf as well. For example, products such as Tomy’s Aquadoodle Travel
Drawing Bags store away fl at, while the Aquadoodle Mini Mats can be placed inside the drawing bags. However, as Steve also pointed out: “The saving on shelf space is crucial where space is at a premium, but there are also the advantages of price point and profi t margin to consider. People are seeing past the travel game as just something they would take on holiday with them. The appeal of the compact size and quick gameplay lends itself just as well to being played at home. In our current fi nancial climate, affordability and value for money is paramount.” With the recent opening of Zoodle by WH Smith
at Manchester Airport, some would argue that travel toys fi t more appropriately on the shelves in airports and service stations, rather than in a toy shop. However, Steve has found that “retailers with enthusiasm and who know their audience do well whatever the nature of the outlet,” while Penny added: “Most people will do their big holiday shop on the high street, and purchases made at airport/service stations are often impulse buys. Most people do their ‘holiday shop’ with a list of products in mind.”
So on the basis that most parents prefer to be
organised in advance, there does seem to be a strong case for buying many of the travel items at their local toy store long before the journey commences.
How to make the most of travel products Just like the Toy Hub did this Easter, retailers should fi nd out the school holiday dates in their area, and in the weeks leading up to them promote the holiday feel and items appropriate for travel to maximise on sales. Half terms are a good time to take advantage of holiday displays, as by October half term very little is available in terms of travel- focused toys and accessories. Utilise effective point of sale displays to
encourage parents to buy toys, activities and accessories; and make sure to point out the benefi ts beyond just what the toy does. Penny suggested: “I think creating a designated travel area is a great idea, particularly through the peak Summer season; and also including less obvious travel items such as small toys, books and activities that aren’t necessarily designed for travel, but are
The CuddleUpPet range, from GP Flair, include some Disney favourites such as Minnie Mouse, Winnie the Pooh, Tigger and Doc McStuffi ns’ Lambie.
Travel Busy Bugs, a Smart Game from Jumbo, is a great way to keep little ones entertained while traveling with. Smart Games are single player brainteaser games that have 32 to 100 challenges depending on the game and varying levels of diffi culties.
70 Toyworld
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