The company will use the state-of-the-art Mobile Mall as a centrepiece for in-store demonstrations with key toy retailers.
The high-quality branded Retail Merchandising Unit (RMU) features shelving with LED light strips, a demonstration zone and a seat with till-point desk and storage.
The unit recently formed the focal-point of Magformers’ stands at Kidtropolis and the Digital Kids Show. At both shows, thousands of children and parents engaged with the brand through unlimited free play sessions, while the merchandising unit helped to generate thousands of pounds worth of sales.
The modular unit has now been installed at Bentalls, Kingston upon Thames as its first retail location, where it will provide branding and merchandising support in the store during the run-up to Christmas. Magformers’ demonstration manager, Matt Donald, will also be staging live in-store demonstrations from the RMU, as well as training Bentalls’ staff on the best way to showcase Magformers products.
David Kelly, Magformers’ MD, commented: “We’re fully committed to supporting our key retail partners with live demonstrations, as we know these have an incredible uplift on sales. The mobile merchandising unit will become a key part of those demonstrations, as well as creating a branded retail area which shows off the quality, features and benefits of Magformers. The sales figures from the shows were outstanding and reflect how important it is for retailers to have a Magformers demonstration area in their stores – however small that may be. Getting the product into children’s hands leads to sales, and following a full summer and autumn demonstration programme, we have data that underlines that. We are now investing in creating pop-up and permanent play-tables so all our partners can create a ‘play before pay’ area in store – from a 500 square foot store to a 45,000 square foot store, the support and options are endless.”