When it comes to product launches, Midco’s Dave Middleton believes we need to level the playing field between indies and nationals.
Dave is an independent toy retailer with three successful stores under his belt: Midco Toymaster, Midco Toy Planet and Freak Treats. In a Viewpoint column this month, he explains why he thinks toy companies should level the playing field where product launches are concerned.
“The UK’s indie retail sector is amazing,” writes Dave. “There are hundreds of toy shops up and down the country, run by knowledgeable, passionate, hardworking men and women that live and breathe toys and games seven days a week, 52 weeks a year. We’ve got engaged, loyal customer bases, we’ve got our fingers on the pulse of what’s going on across the entire trade, and the support of fantastic buying groups such as Toymaster to ensure products sell – and sell well.
“Yet despite all this, certain suppliers are regularly offering bigger ranges and first-to-market exclusives to nationals, and it’s not helping anyone: not them, and certainly not toy retail as an industry. By the times indies get these toys, they’ve languished on-shelf with thousands of others for weeks and a lot of the time have already been marked down, devaluing the brand. They’re barely given time to bed in.”
Good indies have the power and the passion to make toys go viral on platforms like TikTok, Instagram, Facebook and Twitter, Dave explains. “We can make your toys rockstars online – but we’re barely being given the chance. The very best social media content is often completely organic and doesn’t require any marketing budget to create; in fact, most indies are usually more than happy to product content for free, in their own time, to help raise awareness and boost sales.”
Dave is convinced we need to find a way forward that actually works for everyone. “There are so many awesome upcoming launches out there that we’d love to get at the same time as the nationals: toy fairs and previews continue to make it clear there’s no shortage of great toys to go round,” he adds. “All we’re asking for is a fair race – we’ll see who’s best at the finish line.”
To read the full article, which appeared in the August edition of Toy World, click here.
