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shoptalking The times, they are a-changing
Toy World’s Kayleigh Conway speaks to independent retailers about the hot topics of the month. With the Summer stock cleared through and pallets of Q4 product rolling in, it’s all change for our contributors on the shop fl oor this month in the run-up to Christmas.
Andrew Olley manager toy department, City
Cycle Centre, Cambridge The department store has been going for 40 years now, and before I came to the toy department I was in book retail; I think I got into toys by mistake! Business is much improved thanks to the Summer; we saw a big increase when the kids broke up. Swingballs were a brilliant line; we sold out and have just got them back in again. Now we’re hoping that people will start getting organised for Christmas and start up their Christmas clubs. We’ve had a few surprises that have done
well throughout this year: Cut the Rope and Doc McStuffins have sold really well for us. Planes has been doing well since the film release, and Robofish and Hexbug Aquabots have been great thanks to their price points. We’re getting the Summer stock out to make way for Christmas as we speak; there are a few key lines from the Toymaster catalogue that we have coming in and will be featured. Advent calendars are already selling! The Lego Star Wars one I would say is split around 50-50 between kids and adults. We’re just about to get the Playmobil one in, and that will do well with its lower price point. We’re expecting all of the main brands to
sell well this Christmas; Lego, Sylvanian Families, Playmobil – we’re a market town/city centre store, so we’re quite mainstream. I am also hoping for the B range from John Crane to do really well, we’ve got an extra feature for that. Character licensed
merchandise is very important for us; when the kids see adverts online they come to us for the products. Mattel has some great ads this year; Planes will be very important for us, and Cars off the back of that. TV lines are key to bring people in, but equally we sell just as many dolls houses and forts, and Schleich. And also, being in Cambridge, we do very well on Britains tractors and Bruder. Pocket money toys will start
to do really well as Christmas approaches; people get them as stocking fillers, so that’s the angle we’ll be going for. What we’re missing right now is a craze; over the Summer it was waterbombs, but there’s nothing now, so we’ll sell a vast array of different items as stocking fillers.
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* Actual game footage
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