Toymaster’s Brian McLaughlin adopting a ‘boots on the ground’ approach

Published on: 10th January 2019

Brian is adopting a tried-and-tested approach when engaging with the buying group’s Members and potential new Members.

As the busy show season approaches, Toy World editor Rachael Simpson-Jones caught up with Brian to find out how he is settling in at the group, and what new members can expect when they join up.

Brain told Toy World: “I joined Toymaster in July, with the focus on two key elements. Firstly, to help our Members trade more profitably. It’s a very broad brief, and one that is adopted by every member of the Toymaster team. I’m supporting our Members by visiting them in the retail space and seeing first-hand what their needs are, rather than simply calling them up from the comfort of my office. When you’re actually with someone, physically stood in their store, it’s far easier to offer advice on subjects like changing the layout and who to speak to for extra POS, or give them suggestions on what to range. What I am not there to do is dictate; it’s their store at the end of the day and while I can offer hints and tips, that retailer can ultimately make their own decisions. The response from our Members to this flexible approach has been overwhelmingly positive.

Secondly, I’m here to recruit new Members by letting existing toy retailers know who we are and what we can do to support them. Toymaster is here to help toy retailers in the UK & Ireland not just survive, but thrive. There is a place for independent retailers within the market, but we also know that it’s tough out there. We can help.

Our May show in is open to all bricks & mortar toy independents, regardless of whether or not they are Toymaster Members, and it’s where the main bulk of business is done for many of them. All the key suppliers exhibit, and most offer deals and promotions specifically for that show which are available to all indies attending.”

To read the full article in the January issue of Toy World, click here.


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