Touching Base - Toymaster

Lending support

Suppliers share how they have specifically helped indie retailers over the past 12 months and how their retailer support programme for 2025 will help mitigate extra challenges such as increases to NI and the living wage, plus cuts to business rates relief.

Gary HughesHead of UK Sales at Rainbow Designs

When the blockbuster movie Paddington in Peru launched last autumn, we made full use of our strong brand owner relationships. Early knowledge of area-specific activations helped us initiate plans for independent retailers in key areas. Our 360-degree marketing support included wrapped stores, vinyls, POS and Paddington character costume visits to create that all important in-store theatre, encouraging increased footfall which resulted in a strong uplift in sales. We also launched a specific Paddington Movie range that was so successful, it now forms part of our 2025 offering.

In addition, we organised a Paddington Display Competition for independent retailers aided by POS and FSDUs. It was extremely well supported and resulted in some fantastic displays. We saw the most entries we have ever had for a competition and most importantly, some great sales results for retailers.

We focus on the relationship with our customers: at Rainbow it is part of our DNA, and right now it has never been more important. Our UK-wide team of sales reps put time and effort into building strong and individual relationships with our independent retailers. Importantly, we recognise them as unique businesses and understand that a ‘one size fits all’ approach doesn’t work. We pride ourselves on our strong customer service, providing face-to-face problem solving and support where and when needed, and empowering our teams to make decisions when with customers, rather than leaving retailers to navigate a faceless system with no support. One of the ongoing challenges for independents is competition from majors. This is where our sales team comes into its own, creating a product mix of high-quality lines with differentiating price points specific to individual retailers. In addition to all of this, we have a fantastic range of new and established products that focuses on offering the high quality and great value that our retailers and customers have come to expect from Rainbow. From Paddington, Peter Rabbit and Disney’s Winnie the Pooh to Bing, Mr. Men Little Miss and Tikiri, we have a range to suit all pockets.

Becky MatthewsDirector of Sales and Marketing, Golden Bear Toys

We always enjoy working with independent retailers and aim to support them as much as we can. As a family business, Golden Bear knows how important it is to champion our values as we support these communities and keep the local retail scene thriving; supporting indie retailers allows us to help preserve the passion that makes the toy industry so special.

Over the past 12 months, we’ve offered demo stock to retailers to help them boost their marketing efforts. In-store demonstrations, competitions and social media content are powerful tools for driving sales, but they can also place a strain on a retailer’s inventory. By providing demonstration samples wherever possible, we can ease that burden by allowing retailers to engage their customers without dipping into their own stock.

We see the value in social media. We know first-hand that a great online video can be key to making sales in this digital-first world. With this in mind, supporting our indies by providing a bank of great content - as well as giving them the means to create their own - is a priority. Golden Bear is always striving to make great quality toys with strong demonstratable qualities. Content is king in this business; when developing our products, understanding how their features can be shown on social media is a key part of the process. Whether it’s in house organic posting, looking to influencers or supporting UGC, demos have gone digital - and we have to create products with that in mind.

A great example of this in action is Soccer Bot. Released in autumn/winter 2023, Soccer Bot became a sellout sensation practically overnight thanks to the wave of viral Tik Tok content that supported its launch. We even saw an independent retailer get in on the action, with Fagan Toys’ Soccer Bot video going viral with 4.5m views and incredible engagement.

Our upcoming plush range Foodibles was created with viral potential in mind, taking inspiration from trending content, and its collector appeal really ties into the ‘TikTok made me buy it’ phenomenon we’re seeing so often online. With this range not yet in mass distribution, indie retailers have a unique opportunity to take a high market share of this new product launch, as well as tap into the collectors’ market. Combined with the social media support (and an accessible price point), this range is an indie retailer’s dream.

Andy GriffinMarketing director at Reydon Sports

There are several case studies I could share, but it’s particularly satisfying to reflect on the fact that customers we introduce to our B2B portal often begin using it as their primary ordering source.

At London Toy Fair this year, for example, we met an independent retailer. They had only briefly heard about Reydon through the Toymaster group but weren’t aware of our full product offering or how we could enhance their business. During this first interaction, we walked the customer through the products on our stand, our catalogue, the team and the huge potential offered by working with us, and introduced them to the Reydon B2B portal, demonstrating how easy it is to use. We provided log-in details then and there, and by the end of the week they had successfully placed their first order. As a business, we take great pride in the customer experience and helping retailers to feel confident in their primary suppliers, so this was a great moment for us.

The independent sector is a significant focus within our support strategy, which centres upon helping businesses grow and evolve. As a wholesaler that distributes more than 140 brands across a number of markets, our aim is to collate all the available digital marketing support and provide it to retailers at the click of a button. This means they can easily utilise videos and other content for social media campaigns and in-store advertising, while at the same time strengthening their overall eCommerce offering.

Alongside our digital marketing support, the Reydon model helps retailers experiment with buying into new lines. There are no minimum order quantities or pressured buying conditions; customers can purchase one product at a time as they begin to build a range that’s proven to work both in-store and online. With Reydon, trying a new product is no longer a risk: our job is to eliminate any challenges with sell through and, if anything, accelerate it.

Simon PrestSales and Marketing director, Orchard Toys

To support the launch of our Peter Rabbit range, we partnered with Norwich’s Chantry Place Shopping Centre and Langleys Toy Shop to deliver an immersive Peter Rabbit trail designed to drive footfall directly to the store. Langleys became the hub of the experience, where families could collect and return their trail maps, ensuring every participant stepped through the doors. To reward engagement, we offered exclusive Peter Rabbit stickers for those who completed the trail and brought the experience to life with vibrant POS displays, themed activities and a dedicated play zone outside the shop, featuring a giant, life-size Peter Rabbit game.

The initiative created a real buzz during the Easter holidays, boosting footfall, driving sales and strengthening Langleys’ presence within the centre. It was a great example of how we work closely with indie retailers to deliver creative, footfall-driving campaigns that add real value to their businesses.

We know this year brings fresh challenges for indie retailers, so we’re committed to offering support that genuinely makes a difference. We're pleased to confirm we’re holding our prices on games and jigsaws for 2025, helping retailers protect their margins in the face of rising costs. Alongside this, our retailer support programme includes value-driven promotions throughout the year, designed to create compelling in-store deals that help drive footfall and boost sales.

To further enhance the shopping experience, we also offer a range of high-impact POS materials - from banners and headers to floor stickers - all created to help retailers create standout displays and make the most of their retail space.

Sam Bucknall Head of UK & EU Sales, Smiffys

Smiffys has supported indie retailers for decades, with our dedicated sales team building relationships across the country and beyond. It’s been a hard time for retailers in the past few years but a little goes a long way when it comes to supporting indies. We recently gifted POS kits and multiple display units to a loyal customer and Toymaster member to help refresh their retail offering. Our team is always on hand to support our friends and customers, even taking time out of hours to help retailers prepare their stores for their busiest season and ensuring they can maximise on Christmas sales.

The Toymaster May Show is a great opportunity for us to meet with customers and we’re always made to feel welcome by Toymaster and its members. Attending the regional meeting in Ireland earlier this year allowed us to support customers from further afield and touch base once again too.

Our support will continue throughout 2025. To help ensure our customers maximise seasonal selling periods, we assist with range selection and merchandising. This year, Halloween falls on a Friday, and Smiffys will support all customers with advice on key products and how to make the most of this exciting season, whether it’s their first dip into this category or they’re a dab hand at all things spooky season. Smiffys is also developing its trade sites and adding new ways to shop and access assets. It’s no problem if technology is a challenge; our team is ready to provide tutorials that will help indies make the most of our available resources, whether that be using our shoppable catalogues or downloading digital assets to use on a website. Throughout the year, Smiffys seasonal campaigns will include POS kits for brick & mortar retailers, helping them to create eye catching displays and promote upcoming seasons.

Suzie HowesHead of Marketing at Magicbox

At the end of last year we launched Piratix, shipping in something completely fresh for the toy aisle - the only pirate-themed collectible figures in the market. From launch, this IP has been well supported by our indie customers. We wanted to ensure that we were doing everything possible at our end to drive consumers into their shops and make it the success we knew it would be.

We considered everything. We thought about timing, launching the range early on 26th December when we knew children were off school with Christmas money to spend. We offered independents a Point of Sale Pack, with eye-catching display pieces to capture children’s attention and imaginations. The POS pack included a standee, cubes and a window sticker, all presenting the fun and distinctive Piratix branding at its best. Plus, for those who had the space, there was an FSDU on offer that really helped to create a stand-out display for the collection. On top of this, we supplied all our indie stores with sample packs so they could begin building their local Piratix fanbase, and ran geo-targeted Meta adverts during this launch period to support each store.

Rob TrounceMarketing manager at Hachette Boardgames UK

Event marketing is a huge part of what we do at Hachette; you’ll find us at numerous gaming events and conventions throughout the year. These events give us a great opportunity to collaborate with our retailers and explore ways to support them.

A recent example is Tabletop Scotland, where we worked closely with Dice & Destiny, a retailer based in Canterbury. To help them make the most of their space we transported stock to the show on their behalf, allowing them to maximise the van capacity. Additionally, we provided them with an exclusive title - The Secret Relics of Wizardswhich was only available through Dice & Destiny’s store.

This year, we launched our first-ever Hachette Game Day, a dedicated event designed to support indie retailers by providing connections, insights and exclusive benefits. At the event, we showcased upcoming titles available for preorder while also highlighting key games that retailers might have overlooked, offering marketing advice on how to maximise their success. Crucially, we gave retailers control over their own discounts on selected titles, helping them stock the right games for their customer base while easing financial pressures.

Beyond the financial support, the event also fostered a strong sense of community, bringing together retailers from across the country to share advice and strategies for navigating today’s economic challenges. This is just the beginning: we plan to expand and refine the programme, continuing to offer financial incentives, marketing support and tailored education to help indie retailers thrive despite rising costs and economic uncertainty.

Mark JonesSales director at University Games

Independent retailers form a vital component of our business strategy, and our dedicated UK-wide sales team is committed to supporting them with the same dedication we show our national accounts.

Last year, the Subbuteo World Championships was held in Tunbridge Wells. Over 300 competitors from more than 30 different countries took part and there was a large visitor turn out. We worked closely with a Tunbridge Wells-based toy retailer to transform it into a retail focal point for Subbuteo. We designed bespoke point of sale materials to dress the window, brought in products so they didn’t have finances tied up in excess stock, and promoted both the store and event through our social media channels. It was a great success and demonstrated the advantages of working with an independent toy shop; they’re agile and able to react much more quickly to market conditions than many high street multiples.

We will continue to focus on what we believe will help our retailers succeed irrespective of the market conditions. At University Games, our strength lies in offering pricing that gives retailers great margins and therefore the ability to price products in line with the major retailers. This keeps independents competitive. Most importantly, we offer a catalogue filled with perennial best-sellers such as What’s Up, Charades for Kids, Perudo and Who’s in the Bag. Fortunately for our retailers, our portfolio greatly reduces the risk in their decision making and purchasing plans.

Katy FletcherHead of Marketing & Product Development at Ravensburger UK

Our relationships with independent retailers are always of the utmost importance to us. Throughout the last year we have developed exclusive 'first-to-market' opportunities with independent retailers, and we're looking forward to working with our partners to create further initiatives like this.

We’ve held our prices for 2025, supporting retailers by providing high-quality items at great prices that provide tangible value for money. We're also working hard with our retail partners to develop impactful new merchandising solutions across the breadth of our brands, driving stand-out and sell through in-store. We hope that the recent roll-out of our Sana online portal will support our customers day-to-day with a streamlined ordering process, as well as dynamic visibility of our offering.

Claire CoekinCommercial director, Plus-Plus

Indie toy retailer Games Crusade was looking for ways to increase store footfall during the Harrogate Kids Trail event, which took place in the 2024 summer holidays, and decided to host a Plus-Plus sample giveaway to attract both families and children. We provided hundreds of sample bags filled with 40 colourful Plus-Plus pieces. Children and adults alike were thrilled with their free gifts, which helped increase consumer engagement and made their shopping experience all the more enjoyable and memorable.

We want all our independents to have a great experience with Plus-Plus so we offer a variety of value-added, retailer-specific marketing materials to help our retail partners attract more customers. Our point of sale ‘Try Me’ trays (provided with a generous amount of loose pieces), diorama model displays, in-store Play Demo Kits and sample bag giveaways make a huge difference for indies versus pureplay online sellers and some of the bigger box stores. We hear feedback time and time again that these initiatives increase dwell time, create a positive connection to the brand and drive sales growth.

Glenn HarrisonGlobal head of Sales at Connetix

The independent retailer channel is invaluable to Connetix; its passion for play, and for providing customers with unique in-store experiences that extend beyond product, strongly aligns with our brand. We’re committed to supporting local businesses and have worked closely with our indie partners to create bespoke window displays, beautifully curated graphics, immersive builds and interactive play spaces to ensure our brand stands out and to inspire open-ended play.

Our retailers are provided with a suite of assets to assist both in-store and online marketing, including high quality images, stunning videos and authentic UGC content that deeply resonates with children, parents, educators and allied health professionals alike. Our thriving online platform creates game-changing opportunities for our network to connect, boost customer engagement and expand the brand’s reach.

Over the past 24 months we’ve reviewed our pricing policy to ensure we can continue driving strong margins for our retailer community. We stay ahead of industry data and metrics of key performing categories both on a regional and global scale and offer retailers important insights of what’s steering these trends. A big emphasis for us has been helping retailers to understand the value of open-ended play, and at the same time, connecting retailers with other outstanding brands that also align with the play value of modern-day parents.

We’ve grown our dedicated and experienced in-territory Account Management and Sales Team, allowing us to have an in-depth understanding of the unique needs of retailers and adapt to the challenges that they face. By supporting with planograms, adjusting minimum order quantities and providing free delivery on orders over £500, we can better support individual stores and make it more accessible for customers to trial our full range of innovative products.

As part of our comprehensive digital marketing strategy, we list all retailers on our Store Locator page and encourage customers to access this by directing traffic from multiple online platforms. Being one of our most active pages, this drives a high-level of sales and valued footfall to local stores.

Roger MartinMarketing director at Asmodee UK

To be honest, supporting the independent sector is something that Asmodee does without even really thinking about it. Indies are a crucial part of what we do so we’re constantly working with them to drive customer engagement, explore local partnerships, improve their online presence and evolve their social media strategies – all to encourage more people to play more games, more often.

Recently, for example, an indie retailer reported to us that they were having stock stolen while it was in transit to them. As well as immediately crediting their loss, we also provided a dedicated courier for a short period of time while our existing courier identified and sorted out the problem. On a broader level, we recently had thousands of items, spread across 36 pallets, arrive late on a Wednesday afternoon; they needed to be with retailers on the Friday of the same week. We pulled out all the stops and every single retailer got their stock on time - we’re very proud of that.

We’ve also been working even more closely with board game cafes around the UK this year to drive traffic to their venues and encourage people to play games. It has been a really successful initiative and we’re looking to see how we can expand this further.

Regardless of supplier support though, it remains a tough time for retailers. We’re acutely aware of that with every decision we make. We currently offer indies rebates when they meet certain criteria, which we know makes a difference. We’re also looking at broadening those criteria and deepening the rebates to support indie retailers as part of our support programme for 2025.

By providing these solutions and more, Asmodee will help indie retailers address the evolving economic landscape, so they can maintain profitability in 2025 despite financial pressures.

Martin WhittakerManaging director, Simba Smoby UK

At Simba Smoby UK, we have recently brought some offers to the table that are designed exclusively for independents. For example, we are offering free point of sale units for our re-branded Majorette range, which will help drive an increased rate of sale in-store as the brand continues to grow. We have also introduced some products as indie exclusives. This includes several premium Street Fighter Deluxe Figures in limited quantities, which have been offered to a number of indies which also stock the wider range. This is a great way for us to get exclusive product to into collectors’ hands and also to support those indies that have selected our ranges.

Dan WardHead of Sales at Craft Buddy

We recently took our giant Hagrid Crystal Art Buddy on a road trip round some of our independent stockists. We placed him in window displays in Clacton Art, Craft and Model Centre, Kidstuff, and Bulstrodes Toymaster, where he really caught the eye of passing shoppers. Craft Buddy has always been a strong supporter of independents, being official suppliers for Toymaster and AIS. We always sell at the RRP on our retail site so as not to undercut any of our stockists. We have strong social media marketing campaigns too, and always try and support with in-store POS material and finished samples to increase sales.

Philip KayeOwner, Kayes of Cardiff

Over the last 40 years, Kayes has built its business upon the indie retail sector. We always try to help where we can. Last year a new member of Toymaster was opening up a new shop and going into toys. After visiting our showrooms, where we advised on ranges to select and try, we then personally delivered the order so we could view the new store and help on layout. We also advised on key brands outside of our portfolio that we felt would enhance the retailer’s offering even more. We continue to support them with new suggestions and insight on market trends; this is a service we provide not only to that member but, via our sales network, to hundreds more indies besides.

Where we can, using our own experiences within the business and from talking to the many retailers we deal with, we pass on suggestions that can help mitigate cost increases. Looking at opening hours for example: what percentage of your takings occur during quiet times, and can your hours be tweaked accordingly? If you are recruiting, can two part-timers replace a full-time employee?

From a supply perspective, we can support at key times by substantially reducing carriage paid on orders. Last year we reduced carriage paid value by 50% in Q4, resulting in increased sales at this key time. Keeping good stock levels and maximising order executions is another way we can help indies make the most of profit opportunities and offset their extra costs.

James Shepherd CEO at Commotion

Commotion is new to the indie scene but we’re thrilled to be exhibiting at the Toymaster May Show this year.

Tickit products are an ideal fit for the independent toy market due to the brand's proven track record, backed by 40 years of experience working with nurseries and schools. Designed to inspire, engage and educate, Tickit toys not only captivate children's imaginations but also promote essential learning through play.

Commotion, meanwhile, offers tailored support to help retailers thrive. Our partners will benefit from personalised service, with a dedicated account manager providing expert advice on product selection and sales strategies. This collaborative approach ensures that each retailer's specific needs are met, enabling mutual growth. Comprehensive marketing resources include access to high-quality images and videos, detailed product information and engaging content. These assets enable our retailers to effectively showcase Commotion products both in-store and online, enhancing customer engagement and sales. With distribution centres in the UK and the EU, Commotion ensures efficient and reliable delivery for customers within the British Isles. This logistical advantage allows retailers to maintain optimal stock levels and respond promptly to customer demand. Finally, our pricing reflects the quality and value of our products, ensuring that independent retailers can offer exceptional items that parents trust and love.

David AdamsSales director – UK & Ireland at Curious Universe

While relatively new to working directly with the independent market, Curious Universe has made significant strides following recent meetings with key independent partners. Since the London Toy Fair, we’ve developed a dedicated domestic catalogue and brand guide, offering a clear and concise overview of our core portfolio. This tailored resource is designed to make it easier than ever for independent retailers to engage with our ranges.

Recognising the challenging landscape that independent retailers are currently navigating, we’ve made a concerted effort to lower our MSV. This move is aimed at supporting independents and giving them the best possible chance of success with our brands.

Nicoletta MinellaSales manager EMEA at YuMe Toys

Supporting Toymaster (and all independent toy retailers) year-round is a major focus for us, even more so now that we have a UK showroom which is continually refreshed with new launches and existing product lines.

Most recently, we have supported indies with tailored discounts on several occasions, most notably at the major toy fairs and Toymaster shows, as well as offering competitive price points that are more suited to consumer spending at independents. We are focused on offering lower minimum shipment values and providing ongoing sales support and account management; we understand that for many of our independent partners, this is a priority.

Moreover, we know that the licences in our portfolio are a perfect match to the Toymaster business model; they appeal to all types of consumers, tapping into mass market IP such as Disney’s Stitch and Warner Bros.’ Harry Potter, to fandom lines including Netflix’s Stranger Things and Squid Game. We’re also in tune with IPs that are upand-coming, such as anime.

Our variety of product packaging, which varies from blind boxes to window boxes and gifting options, as well as our breadth of RRPs, ensures that YuMe Toys’ products appeal to a broad variety of consumers. We can also create value by offering marketing opportunities via our digital assets, which are delivered by our in-house creative team. We ensure that leading IPs are available to our partners throughout the year, especially during key sales periods.

Finally, YuMe is increasingly focused on working with influencers at a regional level who can deliver expanded reach and consumer PR campaigns on key product lines with mass-market appeal.

Sam LockeySales director, The Puppet Company

This Easter, our local town of Hitchin, Hertfordshire, held a Bunny Hunt involving many high street indies. The event involved bunnies being placed in different shops and children having to find them to win Easter eggs. A retailer who is very heavily involved in the local community came to us for support with this seasonal event, which they were sponsoring. We supplied a variety of rabbit puppets and plush toys to be hidden in the Bunny Hunt and were very happy to support such an inclusive and fun event in the local community, even hand-delivering our rabbit selection and discussing how we could support the retailer to make the event as successful as possible (and it was a huge success). As a family business, we know firsthand how much the children enjoyed it – the littlest members of Team Puppets had a wonderful time. We have, and always will, continue to support our indie customers; they are hugely important to us and have been ever since we started. We are experiencing the same challenges as many other businesses and have been working hard to ensure we support our customers through this time. We will do everything we can to keep prices at a minimum, to continue with new product launches, ensure great customer service and short delivery lead times, provide regular updates on company news and offer fantastic sales promotions which will increase profitability for the retailer. To help mitigate continuing challenges, all our products continue to be available in singles and all orders can combine both Puppets and our Wilberry Soft Toys brands, with low minimum orders and low carriage paid as standard.

Adam MooreMarketing Communications manager at Playmobil UK

Playmobil recognises the unique value that independent toy shops bring to the industry. These stores aren’t just retail spaces - they’re community hubs, places where children discover new worlds and parents get expert advice. That’s why we’re investing in tailored, retailer-first solutions to help independents thrive and showcase the in-store experience.

Central to this offering is our refreshed suite of in-store support tools, including point-of-sale displays and seasonal window installations that create eyecatching theatre on the high street. These materials are designed to showcase Playmobil’s characters and play sets and capture the magic of play for customers of all ages. Playmobil’s own in-house deco team is on hand to install these displays, ensuring a seamless, professional finish without putting extra pressure on busy store staff.

We’re also inviting independent retailers to take part in a calendar of consumer-focused promotions and live events. These include Play Days, interactive in-store experiences that bring products to life, and Playmobil Roadshows, which give retailers the chance to host larger-scale events and connect directly with their local communities. These activations are specifically designed to showcase the personal service and passion that independent retailers are known for, turning casual footfall into loyal customers. Our enhanced retail support package is all about celebrating what makes independent toy shops so special - and giving them the tools to stand out in a competitive market.

Ultimately, independent toy shops are at the heart of the Playmobil brand. Their knowledge, creativity and connection with local communities make them essential partners for us, and we’re here to support them. For more information or to book a deco installation or event, visit us on the Playmobil stand or contact your Territory Manger.