6 minute read
Toymaster - Paul Reader
The times they are a-changin’
Paul Reader, a Toymaster stalwart and friend to many involved with the indie toy retail sector, is returning to the world of road trips and shop visits as he takes on new responsibilities on behalf of the independent buying group. Rachael Simpson-Jones finds out what this means for Toymaster, its members and suppliers.
Things are getting tougher for the toy industry with every passing year, according to Paul. We’ve had Brexit, container pricing, inflation and Trump’s trade tariffs, and now we’re at a consumer crossroads; Circana data and retail feedback can leave no doubt in the mind that toys is no longer solely a kids’ category. The kidults are here - and they are hungry for more.
“As a group, Toymaster (and its members) need to consider what this shift looks and feels like both now and in the future,” Toymaster’s Commercial director tells me over coffee and biscuits at the group’s head office. “Our unique proposition is our ability to support brick & mortar indies, and we’re very good at it. But if the toy landscape is changing - and it is - then we need to change too.”
To this end, the group is broadening its approach to member recruitment. Alongside specialist toy retailers, which make up the bulk of its current membership, this means wargaming and hobby stores, garden centres, farm shops, wildlife parks and dedicated board game and puzzle stores are now on the radar; essentially, anyone who stands to benefit from the tools and support Toymaster offers. And it’s Paul who’ll be heading up this new membership drive, by returning to his pre-Toymaster roots from more than three decades ago.
Although the retail scene has changed dramatically since he was last immersed in it as a store manager, area manager and buyer, Paul is hugely excited to get in front of indies from all over the UK & Ireland. Those who know Paul will know he’s gregarious, entertaining and passionate about toys, as well as goodnatured, helpful and extremely knowledgeable. These attributes make him perfect for the job, which he’s coming at from two angles: helping and supporting existing members, as well as finding new ones.
“We’re going to be far more proactive now and all my energy will be going into those two things,” he says. “I’ll be on the road for two or three days a week on average, bookended by time in the office, so while I’ll be spending a lot of time away, I’ll still be supporting the team back at base. People like face-to-face communication. One of the biggest complaints we hear from members is about the lack of reps and agents visiting them, so it’s important we acknowledge that need and that I go to stores in person, sit down with retailers, and explain exactly what it is we do and how we can help.”
Paul adds: “When planning visits, I need to consider how to spend my time most wisely. Toymaster must be as good a fit for the potential new member as they are for us. They have to be a brick & mortar independent retailer, and we take into account the kind of business it is, what town it’s in and whereabouts the shop is located. We try not to tread on toes if there’s an existing member in the area, unless the two propositions are markedly different; a garden centre and a wargaming shop, for example.”
Once identified, conversations are had and interested parties are invited to apply for membership. There’s a small cost involved in becoming a member, but this is far outweighed by the numerous benefits, supplier access and support Toymaster offers. The group requests visibility of the previous two years of accounts, but this can be waived for startups. This transparency helps Toymaster understand whether the retailer will be a sensible and positive addition to the group, which has long maintained a reputation for its professionalism and trustworthiness. Paul adds that even if the retailer or member decides joining up isn’t right for them, they’re not precluded from Toymaster’s help and support. As reflected in the Toymaster May Show, which is open to all indies, not just members, the group firmly believes that maintaining a thriving independent sector requires collaboration and altruism, not competition.
Paul has been ‘chomping at the bit’ to get started for some time, but the knowledge that he’d be leaving big boots to fill meant succession planning was required. The good news is that the eminently capable Chloe Farrow, whom many will know as Toymaster’s long-term Product manager, is stepping up to fill the void, which Paul is thrilled about. Chloe will be heading up a small Toy-focused team comprising Matt Lee, the group’s graphic designer, Kayleigh Edmunds, Marketing coordinator, and Sachin Tayal, product coordinator. Chloe and Sachin will be on hand at this year’s Toymaster May Show, as will Paul, who will be hosting a Q&A ‘myth busting’ session for non-members to attend at 2pm on both the Tuesday and Wednesday.
During his significant Toymaster tenure, Paul has been committed to bolstering support from the group’s suppliers across POS solutions, marketing, terms and conditions, and more. With his new hat on, he can now get under the skin of retail once more, armed with nearly 25 years’ experience and insight from the other side of the table. He can then take his new learning back to suppliers, and from there tease out even more solutions to the challenges members face. He’s the ideal choice for a go-between. Having spoken candidly many times about the need for adaptation and evolution, Paul is also in a position to get hands on with traditional retail formats as they embrace modern opportunities for growth and expansion –such as the Kidult category he highlighted at the very beginning of our chat.
“Change can be scary but it’s necessary, and all of us need to be taking stock of the direction the toy industry is heading in and how we can make sure we’re along for the ride,” he finishes. “This is where Toymaster comes in and why I’m so excited to be taking on these new responsibilities.”
