My Toy Fair Blog

My Toy Fair Blog – 3Style Scooters Q&A

By January 18, 2019No Comments

Please introduce yourself and your company:

I’m Michael Brand, the Marketing Director for 3Style Scooters, a kid’s scooters, toys and accessories company that’s helping to create everyday adventures for families across the UK.

What products are you launching at Toy Fair?

This will be our first time exhibiting and we’ll be looking to highlight our recently re-launched range of top-selling kids 3 wheel scooters, and our range of safety wear.

How did you get into the toy industry?

Whilst I’d been in digital marketing for many years in other sectors it was somewhat by accident I arrived in the toy industry. After having seen a different job advertised and subsequently researching the company, I reached out to 3Style® regarding a marketing position as I saw the huge potential in them as a company and their product lines. Since then I’ve worked with the other directors here to help take the company from strength to strength culminating a recent re-launch of the brand and a very well received re-design of its core product lines.

What was your favourite toy growing up?
A difficult one! I’m a late 80’s child and it really was a classic time for toys, with properties often heavily tied to TV Series, with things like He-Man, Turtles, M.A.S.K, GI.Joe and many, many, more. But, there’s no doubt I’m 100% a Transformers guy, with such iconic characters and quality toys there’s always room on my shelf for an Optimus or a Grimlock re-issue!

What is the one “special ingredient” that makes a great toy?
I think the toy has to capture the child’s imagination, but I’m not so sure it’s just the toy itself, maybe it’s the whole package, the whole property. From where it features, to how it’s presented, to ultimately the product itself. It’s the full experience the toy represents to the user, the excitement of something new and fun with dollops of coolness.

Other than your own, what toy brand really stands out to you today?

The market, right now, is fuller than it ever has been and there are many brands that do a great job of it. I guess, if I had to choose, I’d say Lego continue to impress me. They have a great pedigree and whilst having had many ups and downs have never really gone out of fashion and are still at the forefront of the market, with innovative new products and smart licencing choices. As others come and go I can see kids continuing to play with Lego products still for years to come, it’s just a great toy and a great brand.

What was your best memory of Toy Fair?

Of attending last year’s fair as visitor, it would probably be watching a portly Pikachu performing some pretty slick dance moves!

What’s your top tip for surviving Toy Fair?

If you’re travelling from afar, it’s probably best to stay over the night before. A long journey to London plus a day of walking with lots of on-stand discussion can take its toll. Get the most out of the day by staying over and being 100% fresh for the industry event not to be missed!