Games, Playthings, and Plush

Great Additions (From page 86)

chooses a colorful assortment of plush, particularly those that are bright and bold in a variety of colors. This attracts children of all ages.

When it comes to selling toys in particular, Nickelson has found that offering a wide selection to appeal to different age groups, genders, and interests is key. Her selection includes trendy and newer toys, as well as a variety of classic toys such as Barbies and Hot Wheels. “Classic toys often appeal to parents or older shoppers who enjoy the nostalgia of seeing the toys they played with as kids,” she said. “This can lead to parents showing the toys to their kids and explaining how special they are. My guess is that parents purchase them to enjoy together with their kids.”

As an international destination, Nickelson said guests at Mall of America and Nickelodeon Universe are attracted to classic and nostalgic selections as Americana items.

Display Tips

Another way to increase sales of plush is to create plush towers. Nickelson places vertical display units near store entrances that show off a wide variety of plush products. “The displays consistently grabs guests’ attention and imagination as they walk by,” she said. “Not only do the towers drive traffic into the store, but they also allow customers to view the variety of plush quickly and easily. Although customers may be drawn to a specific plush, they may purchase complementary or matching units which helps to drive sales and reinforces customer satisfaction.”

Grouping like items together that create a story is also an effective strategy for Nickelson. “A guest can easily view an entire assortment,” she said. “They may have come in to buy an action figure or doll, but when they see the complete line in a story they may ultimately decide to purchase multiple items.” Nickelodeon Universe has three retail spaces, which range from 1,100 to 3,900 square feet.

When creating plush displays, Tobias also aims to create a story within the display. “We want custom- ers to be drawn to the items, but also the narrative behind the scene they are seeing within the display,” he said. “This helps us connect to customers emotionally.”

Vaslev advised mixing brightcolored plush with muted-colored plush. “The bright colors will draw someone in, which will help bring more attention to muted-colored toys,” she said.

Display a lot of toys, but don’t overcrowd them which will make it difficult for customers to see individual items, Vasley continued. Display items for kids on low shelving so they can see and touch them.

Displaying plush in an organized fashion at her 1,200-square-foot shop works well for McFaul. “By placing similar items together, you can create a wow factor which appears easy to shop and kid-friendly,” she said.

Continued on page 90