CHRISTINE OSBORNE
LAURA ZEBERSKY
What is one of the biggest challenges specialty toy retailers face, and how is Wonder Works addressing it? Staying relevant is one of the important challenges specialty toy retailers are facing in 2019. Discovering the experiences and products customers want and expect and tailoring one’s business to offer them are key to developing this year’s business plan. Reviewing our product mix for the age categories we provide for in our communities is essential to curating highly profitable, sought-after items. This involves expanding product categories, whether it is crossing the line into items mainly found in the mass market or adding certain adult gift categories for the moms and dads who are shopping in our stores already.
Spending in video games increased 24 percent in the third quarter. How does this affect the toy industry? The increased popularity of video games is amazing for the toy industry—it’s bringing new consumers into the toy aisle. These players are fully committed to the games they are playing, and spend countless hours honing their skill set, exploring endless opportunities of customization, participating in storytelling, and diving into multi-player interaction. Players are thrilled to have product dedicated to their favorite characters and in-game experience.
Owner, Wonder Works
Wonder Works debuted the country’s first Mattel store within a specialty store last year. Was the concept successful? What are your plans to expand this year? Wonder Works’ partnership with Mattel is extremely successful because the designated section allows customers to focus on one area for Mattel’s trusted brands—Barbie, Thomas, and Hot Wheels. Knowing they are getting the best of Mattel’s offerings and are experiencing in-store Mattel events allows for a wellrounded shopping experience. Wonder Works also worked with Fat Brain Toys to assist in developing a couple of experiential shopping opportunities for customers, including a play table with display and play bins and a free-standing, three-sided unit that turns the merchandise three times faster. This houses shelves, a flat wall, and play bins for a great hands-on opportunity to play. In 2019, Wonder Works looks forward to taking toy brands to the next level. Wonder Works will feature a unique, designated section for a well-known brand. Much time and effort has been placed into this project, and it is expected to be a revolutionary experiential and shopping experience much needed in specialty retail shops. Do toys from mass market manufacturers have a place at specialty retail? Absolutely. After the initial craze when L.O.L. Surprise! requests hit specialty stores in 2017, specialty retailers quickly learned to adapt, work together, and partner with companies that were willing to focus on specialty, such as KidFocus. The development of product sharing of MGA Entertainment brands with specialty stores was difficult at best in the past, but the generation of KidFocus created a pathway. Additional brands, products, and offerings were provided assisting specialty stores’ relevancy image. Numerous distributors, such as License 2 Play, also bring mass-specific products to specialty, which due to a large social media presence, specialty can no longer ignore. Companies including Moose Toys and Jakks Pacific are getting a broader customer base through the specialty channel License 2 Play creates. By offering these mass products to their customers, specialty stores are introduced to a customer base that may never have entered their stores otherwise. It is a win-win for all.
Chief Commercial Officer, Jazwares
Some of the hottest toys this year were based on multiplatform games and YouTube content. Do you expect this trend to continue in 2019? This trend will undoubtedly become more dominant in 2019 and beyond. Content consumption has completely changed; kids of all ages are engaged in new ways. From multiplayer games and phenomenon of influencer unboxing videos to creating their own content, this year’s hottest toys all prove that kids want to replicate that digital experience. Jazwares signed on as master toy licensee for several properties in 2018, including Feisty Pets and Angry Birds. What are the differences in creating proprietary product lines versus licensed products? The process between a licensed product and proprietary toy launch is very different. With more than 20 years in the industry, Jazwares prides itself as an expert on bringing licensed properties to life. In doing so, we become responsible for someone else’s content, which requires a complete understanding of that brand’s DNA. We are very focused on the authentic translation of the brand while providing the best customer experience, innovation, and on-shelf longevity. This is a special talent and speaks to who we are as a company. Creating proprietary lines is uniquely challenging and rewarding, as you are starting from scratch without the benefit of existing content, fans, and history. You start with a blank page, which is exciting, but most definitely daunting.
toybook.com | FEBRUARY 2019 | THE TOY BOOK
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