SPECIALTY TOYS & GIFTS
WONDER WORKS DEBUTS IN-STORE MATTEL SHOP Independent Toy Store Launches First Mattel Store-Within-a-Store and Reveals Future Plans WONDER WORKS, A SPECIALTY TOY store in Charleston, S.C., debuted the country’s first Mattel store within a specialty store on Saturday, June 2. Neighborhood toy stores, such as Wonder Works, are expecting that 2018 will be a strong year as new and returning customers flock to such retailers following the closing of Toys “R” Us. “We’re projecting a 20 percent increase in revenue between now and the end of the year,” says Christine Osborne, owner of Wonder Works. Osborne also says that the specialty retailer has been asked to do similar set ups for two other large toy industry manufacturers, and exclusively revealed to The Toy Book its future store-within-a-store concepts. “The store-within-a-store ideation has grown over the past four years. We are thrilled that it has finally come to fruition, and we are working with another big player in the toy industry as we speak,” says Osborne. “We are also happy to announce our partnership with Fat Brain Toys to create a merchandising space with an integrated play area. These innovations are bringing the experiences of shopping and hands-on play to the next level.” Wonder Works ensures its customers are
offered the largest selection of the market’s most in-demand toys and interactive shopping experiences, and companies such as Mattel are looking to strengthen their presence in the specialty market. Wonder Works’ first store-within-a-store concept is the result of eight months of design and planning, with a celebration of all things Mattel. The Charleston community was invited to this free Mattel celebration to kick off the summer season with countless free activities, sweet treats, the hottest toys of the summer, and a free toy for every child. In addition, a Camaro was on-site courtesy of Rick Hendrick Chevrolet in West Ashley, celebrating the 50th Anniversary of Hot Wheels. The custom Camaro was modeled after the first Hot Wheels car released by Mattel in 1968. Nearly 6 billion Hot Wheels cars have been produced since 1968. Free popsicles, temporary tattoos, train decorating, bubbles, and more free activities were available all day for event-goers. Children had pictures taken with Barbie, and the Charleston Animal Society was on-site with dogs and puppies available for adoption. Wonder Works says the event was a huge success, and fun was had by consumers, staff, and employees alike. »
FUN FACTS
It took 25 people, 36 doughnuts, 60 Chick-fil-A chicken minis, 75 cups of coffee, and 478 popsicles to run the Mattel store-within-a-store launch event. If Wonder Works staff members could be any Barbie, the responses were: Equestrian Barbie, Unicorn Barbie, Rock Star Barbie, Baywatch Barbie, Construction Barbie, Teacher Barbie, and Totally Hair Barbie. Since the debut of the Hot Wheels custom Camaro in 1968, every generation of Camaro has been replicated in 1:64 scale by Hot Wheels. The 2018 Camaro Hot Wheels Edition is modeled after the iconic design of the original orange Hot Wheels custom Camaro. The 2018 Hot Wheels Edition Camaro from Rick Hendrick was featured at the event, and kids and parents loved climbing inside.
14 THE TOY BOOK | JULY/AUGUST 2018 | toybook.com