Retail
Wonderland Models F
or any serious model maker or collector, Wonderland Models needs little
introduction. The family-owned business – which celebrated its 50th birthday earlier this year – is one of the largest online model retailers in the UK, while its Edinburgh store draws enthusiasts from all over the country who come not just to purchase Airfix kits, Hornby trains and Meccano and Lego sets, but to take advantage of the staff’s expertise; between them, they have an incredible 110 years of experience. Iain Reid (pictured right), the stepson of
Wonderland Models’ original owner Peter Barton, has been at the helm since 1982, and during that time has seen three or four generations of the same families become shop regulars. “We’ll see the granddad come in, then the dad, who starts bringing his kids in, and then we’ll see the grandfather bring the grandkids in. Our customers are a loyal bunch,” he says. While business was healthy before the
pandemic hit, lockdown saw thousands more people return to, or take up, model- making. “There were loads of older guys getting back into it, but parents were looking at ways to get their kids off screens, too,” Iain says. “Modelling teaches kids valuable life skills. You can’t press the reset button on a model, you’ve got to have the patience to sit down and do it.” With lockdown demand through the
roof, the Wonderland Models staff worked flat-out. “The guys were run ragged,” recalls Iain. There were supply issues, too. “It was horrible for a while, because when there’s unprecedented demand and an under-supply problem, there’s a bottleneck in every port in the country. Your stuff just can’t get in.” One of the shop’s main suppliers closed its warehouse, citing staff safety issues. “I phoned them and said, this is a huge opportunity to get your brand out there,” says Iain. “There must be a safe way for staff to work in your warehouse, if they properly socially distance. And on the back of that, they re-opened.” Despite a strong online
presence, Wonderland Models’ bricks-and-mortar store continues to draw in the punters, for several reasons. “We’ve got a lot of our models made
up,” explains Iain. “You can look at a box, but it’s nice to be able to see what the end product actually looks like, and draw inspiration from that. What’s more, our staff are all experts in what they do. If you’re stuck, then yes, you can watch instructional videos online, but having a one- on-one conversation with someone who can really help you is invaluable.” It’s no surprise
to learn that Airfix, the iconic British brand, remains one of the store’s bestsellers, along with kits from
German company Revell and Tamiya, a Japanese manufacturer. Also in constant demand are collectable action figures of knights, pirates, animals, fairies and more, by French company Papo and German brand Schleich – ideal for sparking children’s imaginations and getting them away from those dreaded screens.
The one cloud on the horizon is the cost of living squeeze. “Whether it’s milk, or bread, or models, everyone’s being hurt by the extra cost of
getting things into the country,” admits Iain, “and everyone’s going to
have a bit less money to spend on things they enjoy.” That said, Wonderland Models is looking
to the future with confidence. The company is working with local e-commerce agency Digital Six on a new website, launching this spring, that will be “faster and more user-friendly, with a host of new features that will deliver an even better experience for our customers”. It will also be running a series of competitions and prize giveaways throughout the year via its Facebook and Instagram channels. Ultimately, Wonderland Models is committed to putting smiles on faces. “If you ask any of the guys who work here what they get the most enjoyment out of, they’ll all say helping people,” Iain says. “If someone comes in and they’re stuck, and you can solve their problems, that’s job satisfaction right there.”
97 & 101 Lothian Road, Edinburgh EH3 9AN; 0131 229 6428;
www.wonderlandmodels.com
Spring/Summer 2022 | ToyNews | 17
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