in your pocket C
A party
onsumers will be hard pushed to find a toy retailer that doesn’t have a pocket money section full of items such as whoopee cushions, rubber balls, fart putty, etc. From my childhood I remember buying plastic animals, the odd practical
joke, loads of marbles, and it’s a nice and nostalgic feeling walking into a toy shop and seeing children continuing to do the same today almost 20 years on. Pocket money toys are key for the toy retail sector.
The products themselves take up small amounts of shelf space in-store, and see high volumes of sales at excellent margins, especially in November/December when stocking-stuffing parents hit the high street. But the category continues to be a year-round seller, and when you add party bags and constant impulse purchases into the equation, it is not hard to see why it’s such a steadfast part of a toy retailer’s stock. When you consider how many toys on the high
street can be bought for less than a fiver, you really appreciate this sector’s enormity, and this has only been increased by the entry of so many more products into the sub-£5 price bracket, notably blind bags. With the introduction of these low-price collectable figures some industry spokespeople have commented that the past year has emphasised the boundary between what is now being called the ‘traditional’ pocket money toys, and the ‘new wave’ of mini figures. They’ve also commented that, through blindbags, the sector has reached a state of saturation that only serves to add more choices than ever as retailer’s decide what to stock and when. Matthew Woolf of Tomy commented that this observation is “probably a fair comment. However, in blind bags we tend to see two or three lines that really dominate the market. Then it follows a pattern of a plethora of lines coming in and trying to emulate those successes, but it always seems to consolidate back down to around three big lines again.”
This is undoubtedly one of the key requirements of this sector, to continually introduce new products and expand existing ranges. Jess Tadmor of Panini observed: “Companies continually diversify their ranges, and the competitive nature of the sub-£5 market allows for a better and more exciting product offering for the consumer.” Paul Holland of Tobar agrees, and told Toy World that
this year alone has seen the company release over 120 products into the sub-£5 bracket. “We’ve had a great year and seen significant growth in this sector. Pocket money items is what Tobar is all about. Our wooden pocket money items, such as our clockwork dancing robots, have really taken off, and through such strong
Tobar
performers we are up by about 17% on last year. But the key to this sector is innovation, and the ideas have to come thick and fast. The last product development meeting I attended was incredible, the things our design team come up with are just excellent; really inspiring twists on the traditional. And that’s vital to supplying in this sector, these items have to ‘wow’ the purchasers through their size, innovation and price.” In addition to the classic pocket lines, this sector is also benefitting from engagement with some of the best licences around, which allows them to be part of the continued success of these licences. As Jess Tadmor points out, retailers should take note of key dates within the entertainment and sporting world, because movie releases, tour dates, TV scheduling and tournament dates can all have a massive impact on the rate of sales. She said: “Our FIFA Road to World Cup trading card game collection, for example, was a strong performer over the Summer period, and has paved the way for several Panini launches supporting the football event of the year in 2014. We have something for all kids, from sport to entertainment, and support these launches with multi-media marketing campaigns, including TV advertising, nationwide sampling, press advertising, magazine cover mounting and key listings at retail. Our launches on ever green properties such as Princesses and Hello Kitty continue to go from strength to strength. We’ve also had continued success with the launch of our second One Direction sticker collection, The Red Collection, which is proving very popular with fans of all ages.”
Pocketmoneytoys
Pocket money-priced toys are a staple part of a toy retailer’s offering, and at the £5-and-under price point it’s an attractive category for consumers too. The sector offers retailers year-round sales, and with Christmas round the corner it’s a key time to be stocked up in anticipation of parents looking for stocking fillers. Tom Roberts reports.
Tomy’s Gacha range of collectable toys and accessories also feature a range of licenced items, and look set to continue 2013’s strong showing into next year. Matthew Woolf said: “2014 will undoubtedly see the same level of strong sales in this sector, and Tomy is keen to help drive that growth. Kids will want to get their hands on the latest licences we offer collectables in, which include Furby, Hello Kitty, Super Mario, Disney, Sega, Marvel, and many more. With the Gacha range, we’re able to provide a variety of items for girls and boys. We’re trying to position ourselves as a one- stop shop where retailers can fill their range with just us, and we are able to offer clear category management to those that come on board. ” But at the end of the day, what makes this category unique among those in the toy trade is that it sells directly to children, because it’s them making the buying decisions with their own money. Paul Holland said: “Pocket money sections are like confectionary counters for toy retailers, and there’s so much scope for success with stocking them alongside things like party products. Placing the party bags next to the pocket money section not only makes it more like a pic ‘n’ mix counter, but engages with the children because it’s full of desirable little items, but easier for parents to navigate and get everything they need in one part of the store.” In conclusion, Matthew Woolf commented that the sector lives and dies on repeat purchases. He said: “The products have to get kids into shops for the next shopping trip. Toys that possess attributes that allow them to be used for personalisation of bikes or phones are key sellers. Kids love to collect, and presenting them with that collectability and affordable price points really drives this part of the toy market.” Over the following pages you’ll see just some of the items on offer in this huge and enduring category.
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