Brainstorm have long been fans of the annual London Toy Fair, even more so when it returned to Olympia heralding a new era and a celebratory atmosphere with exhibitors all enjoying that feeling of ‘coming home.’ Since its return to Kensington, Brainstorm’s success at the show has increased year on year with the stand not only growing in size but with a move three years ago to a more prominent central aisle position.
Nick Saunders, Sales & Marketing Director at Brainstorm said:
‘We did well at Excel but for us Olympia is the true home of Toy Fair and during our first year back our attendance at the show kicked off what was one of our best years. Sales and brand awareness have increased every year since then and we always diarise this as the must-attend trade event. We made the decision to move stands three years ago as our product portfolio extended. We not only added to our popular Brainstorm Toys range but we also signed a number of exclusive distributor deals that needed the right launch platform’
Moving to stand E79, allowed the team to create an open stand booth welcoming more buyers old and new and using technology alongside unique activations, the sales team have been able to engage buyers with product demonstrations allowing them to get to grips with products and see new-lines in action. In 2020, while the position of the stand will remain the same, the proportions will increase from 45 square metres to 65 square metres.
‘The time was right to increase the stand space as our ranges expanded. Our new products are really interactive and we want to fully communicate their USPs to retailers whilst at the same time show them how to utilise unique POS in store to best effect. EUGY and StikBot have been phenomenally successful, consistently outperforming high sales projections and we are committed to developing these and other brands by introducing new ways in which retailers can drive sales in store.’
Eco-friendly toys are becoming increasingly popular and EUGY has huge appeal for parents wanting to choose more sustainable toys for their children. At Toy Fair, we will have a dedicated EUGY area to showcase new lines and new POS that can be used in-store for demos. Creating a EUGY model is really engaging and entertaining and visitors to the stand will be able to have a go at building their own EUGY creature.
Taking his place alongside some of the most recognisable characters at Toy Fair, StikBot will return to Olympia making regular appearances on the stand set against the innovative green screen backdrop for unique photo opportunities.
Nick says of StikBot:
‘While StikBot of course provides theatre on our stand and it creates a real buzz when he appears, he is there to also demonstrate to retailers that we can offer this as a brilliant marketing tool in-store. We organised over 20 StikBot events in 2019 including one at John Lewis’ flagship store on Oxford Street and StikBot will be there to show our customers how they can capitalise on this social sharing toy by bringing it to life for customers.’
The team at Brainstorm will undoubtedly complain about sore feet (and maybe sore heads) during Toy Fair 2020 but they will leave the show with a clear picture of how the new year will map out – more orders, more new customers and more potential partnerships. Roll on January!