try to send my managers. I’m always on the lookout for new products when shopping myself. I also scour magazines and the trade press, and talk to customers, as well as liaising with reps. What's your selection criteria? The first thing I look at is the packaging, what the product looks like, the contents/play value, and then the margin. And we check that the appropriate age is on the item. That’s because while there are some great products out there that are for children aged eight-plus, the graphics on the box are very ‘young’ and wouldn’t appeal to an eight-yearold, so we wouldn’t stock it. How do you merchandise toys and games in your store? We try to have everything facing forward so all products are clearly visible, and make sure they are in a logical order. We try to make it as simple as possible for customers to navigate our stores. So we organise by age, with specific areas for games, puzzles, science kits, and vehicles.
Top BEST SELLERS By Volume
■ Pokémon booster packs ■ Hot Wheels cars ■ Cut Price Wholesaler rolls of wrap ■ Lego mini figures ■ NDA bubbles and bubble wands science kits, boys 4-8yrs, girls 4-8yrs, 2-3yrs, baby/toddler. Lego, Schleich, Brio, TOPModel and Orange Tree Toys all have their own stands, so they are key brands in our shops. How many suppliers do you deal with? We currently have 108 suppliers and I’m about to add three new ones: Royal Talens, LA Brands, and Buddy & Barney bath toys. Where do you source products? From a variety of sources. I attend Toy Fair, Spring Fair, Top Drawer and London International Stationery Show. If I can’t make any of the trade exhibitions, I
AUGUST 2025
“
Our stock is always changing to ensure we have new and exciting products
”
What’s on your counter/by the till? We have a variety of impulse and pocket money lines such as One for Fun fidget keyboard chains, Time Pop – Light Up Push Poppers Games, travel games from Toynamics and HTI , and TOPModel hair mascara and TOPModel mini pads. How’s trading been for you so far this year? It’s been a tough year. Trading has been up and down, and customers’ buying habits are very unpredictable: they say they want one thing but then buy another. When I first started working in retail, everything was more predictable. Customers bought larger items in-store – rather than purchasing them online and getting them delivered to their door. What’s proving popular? Pokémon, Pokémon, and Pokémon! We just can’t get enough Pokémon, and it’s getting the 18-30-year-old males through the door, who are also our market for strategic board games and party games. Crafting has always been popular, especially as it spans all ages, but particularly for children aged nine to 12 where parents are looking for something to get them off screens and gadgets. What are some of your new arrivals? Wilberry Dressed Animals, Sequence Art (which we had years ago), Taff
Let’s get personal What’s a typical day? Is there ever a typical day? As I live 250 miles away from the shops and also run another business, I’m continually switching between my Just Williams hat and my Old Lanwarnick Cottages [a luxury holiday cottage rental business in Cornwall] hat. Generally, once I’ve walked my dogs, I spend the morning clearing emails, touching base with my managers, making sure any customers' orders are dealt with, and then looking at stock. At 3pm I stop – not for the school run – but to feed and check on my alpacas. I usually then focus a few hours on my holiday cottages, and come back to Just Williams items in the evenings. What part of your job do you enjoy most? I love spending time in the shops as it helps me to validate our buying behaviour, and to be in touch with customers to understand what they’re looking for from an independent toy shop. Last week a grandmother thanked us for having enough items for her grandchildren to choose from to spend their £5 pocket money on, while another customer said they loved coming to us as they always find something different to give as a gift. And the least? The part of my role I dislike is keeping our epos system updated. It feels like suppliers are always changing their prices so it's a never-ending job. What were your favourite toys when you were a child? I have fond memories of playing Playmobil with my brother – and My Little Pony. What are your favourites on your shelves now? The products I like are those that are beautifully packaged and offer value, such as the Kitty McCall Paint By Number Kits, SmartMax toys, Haku Yoka crayons range, and all the Big Potato Games. What’s the most fun you and your team have in the working week? There is always a lot of banter going on, and we always have a laugh when the team tries to create interactive or funny images or reels for social media. We are a toy shop, and it should be fun! Who's been the most frustrating customer in your shop – and why? We did have a customer who regularly went into both branches and always tried to get a discount, saying that the other branch had offered it to her.
51