Did you know? Inaugurated in May 2001, the Golden Teddy Awards were created to reward worthy individuals from all levels of the toy industry, whose individual contribution and dedication over the years deserves public recognition. Golden Teddies are awarded to candidates who have served the industry for more than 15 years. They are designed to recognise ordinary people with extraordinary talents, who go over and above expectations, and are the industry’s genuinely nice people. The winners are announced and presented by the British Toy & Hobby Association (BTHA) at special events up to three times a year. which I normally fail miserably at – because once the shop opens, I can’t get anything done.” Despite the challenges, Steve’s passion for the business is clear. “The best part is serving customers. We’re very fortunate that we can see the joy that we bring kids (and their parents) when they pick the toys they want.” When asked about his own childhood favourites, Steve fondly remembers Lego, though points out that “it was very different back then”. Today, he enjoys many of the games Kerrison Toys sells, but his top picks are whatever keeps his grandson entertained. Working in a toy shop inevitably comes with some surprising customer interactions. Steve has heard it all – from people asking if he sells cigarettes, or sandwiches, or deodorant, to requesting: ‘I bought this online but it’s broken – can I bring it back to you?’. “We all get that question!” he says. As for the future, Steve is cautiously optimistic. Trading so far this year has steady, largely driven by Pokémon We stock been and Lego, though there haven’t been a very wide any runaway crazes just yet. “Nothing has kicked in so far this year,” he says. range, we “Obviously we get asked for things we can’t get, but those aren’t always toys, or know our don’t pass toy safety regulations."
Top BEST SELLERS
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Pokémon Lego Sylvanian Families Models Various crafts and activities
remain competitive in a tough retail environment. The store’s product range is both varied and in-depth, with strong representation from brands such as Lego, Playmobil, and Sylvanian Families. Steve and his team stay on top of trends by regularly attending exhibitions including Toy Fair, Spring Fair, and Toymaster shows, and visiting suppliers’ show rooms. When it comes to selecting products, his checklist is clear: “They’ve got to be on-trend, value for money, safe – and obviously offer great play value.” Popular lines currently include Pokémon, Lego, games, and crafts – with Craft Buddy making a particularly strong showing in the latter category. The top five bestsellers are: Pokémon, Lego, Sylvanian Families, models, and various crafts and activities. And what’s on the counter? “Anything nickable!” Steve says, adding wryly: "Unfortunately, the counter is never going to be big enough for that!” But what happens when something isn’t flying off the shelves? “We move it around the shop and run promotions,” Steve says. It’s a straightforward yet effective strategy, honed from years of hands-on experience. Customer service remains a core part of the offering, with gift wrapping, gift vouchers, and local delivery all part of the package. Over the summer holidays, Kerrison Toys hosts activities and demo days to keep children entertained – and to help parents find new products their kids will enjoy. Steve’s day starts early. “I usually get to work by 7am, grab a cup of coffee, and try to get through all the things I want to do –
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customers, and we know what we can sell
When asked what advice he’d give to someone starting out in toy retailing, Steve doesn’t mince his words. “Talk to other retailers but most importantly, remember that retailing isn’t a hobby – it’s a job, and one you have to work hard at. We’re just lucky that it happens to be in a fun industry.” He concludes: “I count myself very fortunate to work in the toy industry. The many friendships I’ve forged over the years will last a lifetime. A huge thanks to my parents Graham and Pauline Kerrison for letting me bunk off school to go to my first Toy Fair. And yes, it’s my 50th Toy Fair this coming year (for those of you good at maths, Covid got in the way). “Over the years I’ve been lucky enough to have the support of my wife Liz and my children as I’ve been away attending meetings for both Youngsters and Toymaster buying groups, and the Toy Retailers Association, serving the interests of toy retailers and our suppliers. “The toy industry has had many changes over the past 50 years – and has thrown many challenges retailers' way. But the independents are as strong as ever, and we will always offer our customers diverse and exciting toys – thus giving our suppliers a chance to shine.” As Steve approaches his 50th Toy Fair, it’s evident that his passion for the toy trade hasn’t faded. And neither has his dedication to the community he serves.
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