Amanda Aldridge on Retail: Traditional Toy Stores Face a Christmas Stuffing

Marketing, October 27, 2004 | Go to article overview

Amanda Aldridge on Retail: Traditional Toy Stores Face a Christmas Stuffing


The products might often be cuddly and remind you of a childhood when it was possible to play all day rather than sit in an office. But don't think the toy market is a happy place to be; as Christmas approaches it becomes one of the most cut-throat areas of retail.

It is increasingly hard for toy retailers to make a dime no matter which country they trade in. Earlier this year the famous FAO Schwarz toy chain closed all stores except its New York flagship, KB Toys filed for Chapter 11 asset protection and even the mighty Toys 'R' Us has been rumoured to be considering selling its core toy retailing operation.

Closer to home, it is hard to think of any significant specialist toy chains in the high street, aside from The Entertainer and Early Learning Centre, although there are still many one- and two-store independents, including, of course, Hamleys.

The specialists have been victims of the increasing commoditisation of toys, which has enabled more general retailers such as Argos, Woolworths and - yet again - the supermarkets to take an increasing market share.

Recent figures from Euromonitor show how the marketplace has changed in Europe. In 1998, speciality toyshops accounted for about 43% of sales of traditional toys and games, but this had fallen to nearly 39% by 2003.

In contrast, the supermarkets have increased their market share by 4%.

There are a few factors at play in the toy sector that make it hard to succeed in - especially for the small players. For starters, there is the tough task of predicting which toys will be the bestsellers.

Getting this wrong can be expensive. And when it comes to re-ordering a hot product, smaller players are likely to be pushed aside for much bigger orders from the likes of Argos.

What makes it even more difficult for specialists is that the season's hot toys will be largely determined by what the manufacturers choose to advertise. What's more, the toy manufacturers work closely with the bigger retailers on ad campaigns for their products, so you will often see a strapline that declares something like 'now available in Asda'. …

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