Company Profile
Rex London
Present and correct Rex London is the home of ‘Gifts of Random Kindness’, an assortment of beautiful, affordable and thoughtfully designed products ranging from kids’ toys to lunch ware and just about everything in between. Toy World spoke to marketing and communications manager Anna Williams to find out more. In the days of technology, we like to focus on ‘undigital’ gifts when it comes to toys and games. It’s all about making emotional connections, not only with the toys themselves but also with friends and family. Many of our products have a classic retro feel with a modern twist, and can be quite nostalgic for older family members. During lockdown, we think that it has been increasingly important for families to spend time together by connecting through play and learning. In 2020 our best-selling product in this category was our Diamond Kite. It’s clear from the reviews that this lovely traditional kite, whilst being strong and easy to construct, is loved almost equally by parents and grandparents as it is by the children being gifted it. Other top performers include interactive activities and games like our Cardboard Learn to Stitch Activity, the Wild Wonders Balance Game, and our Special Agent Spy Kit.
What sets your products and service apart in the marketplace? What can you tell us about Rex London’s history and company ethos? Rex London has a rich history, with over 40 years’ experience as a leading toy and giftware supplier. Since our humble beginnings in 1981 as a stall in London’s Portobello market, we have since gone on to receive the Queen’s Award for Enterprise in International Trade in 2019, following many years of outstanding overseas growth. Our unique portfolio of products can be seen all over the world, from small independent shops to galleries, museums and large department stores. The relationships we have with our trade customers are extremely important to us, and we nurture those relationships carefully; we look at each trader as our partner, and we aim to provide them with the best customer experience possible. We strongly believe that working collaboratively, both with our traders and with our colleagues internally, we can achieve something truly great.
When it comes to toys and games, what are your best-sellers? Why do you think those products are so popular?
Rex London is the home of gifts that are perfect for every occasion - and every non-occasion. We call them Gifts of Random Kindness: beautiful products that people can afford to give whenever they want, not only because they'll bring joy but because we've priced them so beautifully. Rex London works hard to offer extremely competitive trade prices to our wholesale customers, and we do not impose RRP on any of them. Thousands of products are available in original, award-winning prints designed by our in-house team. This talented design team create sketches by hand before working on them digitally to generate each print. Each design is lovingly created with customers in mind, so there’s something for everyone. You can find out more in our ‘Behind the Design’ video series on our YouTube channel.
Does Rex London operate sustainably? Our environmental impact is extremely important to us, and we are continually taking steps to reduce it. Nearly all our gifts now come in cardboard packaging, and we use recyclable material whenever possible. One key aim for us is to make our packing process fully sustainable, and we’re very nearly there - we currently use paper filler, paper tape and are no longer purchasing any plastic packing material.
Toy World 148
Many Rex London products are made with ecofriendly alternative materials, including wooden toys and FSC-certified origami and cardboard kits. Outside of our popular Toys & Games category, we also design reusable BPA-free water bottles, a wide range of biodegradable bamboo gifts, and bags made from recycled plastic bottles.
How did the company fare during 2020? Rex London has had a very good year in 2020, considering the pandemic. Unsurprisingly, in the first national lockdown we saw severely reduced wholesale orders, as our trade customers were forced to shut up shop. However, it was really amazing to see how our trade customers could adapt to lockdown 2.0, by increasing their online presence, and even offering click-and-collect shopping options. In the latter months of 2020, we were also pleased to see so many of our traders bouncing back and recovering some of their lost revenue.
What are Rex London’s aims and aspirations for 2021? With many trade fairs in early 2021 being cancelled or postponed, a key area for us is to be able to reach and support new and existing trade customers, and showcase our exciting new products. Rex is ready to face the challenge and adapt. As a marketing professional, I love finding creative solutions to innovate and solve problems, so I’m quite excited to see what 2021 will bring. Lastly, there are still many unknowns about how Brexit will affect us. Europe is a key market for Rex London so we will be very much keeping our finger on the pulse of what’s going on from a legislative standpoint, and what our wholesale customers are asking from us. For more information, readers should visit rexlondontrade.com, call 020 8746 1700 or email info@rexlondon.com.