My Toy Fair Blog

My Toy Fair Blog – Keycraft Global

By January 7, 2019 No Comments

Please introduce yourself and your company?

My name is Doug Cowie and I’m the Managing Director at Keycraft Global.

Keycraft is an expert impulse and pocket money toy supplier, based in Peterhead, Scotland. Established in 1974, we come from small beginnings with the first Keycraft officebeing a small shed at the bottom of my father’s garden.

Now over 40 years later, we have progressed to supply a huge customer base globally from tourist attractions to the high street, and from the individual retailer to the distribution centres of multi-chain organisations.

Being specialists in pocket money, we have created brands and collections of pocket money toys to the point that we have become a house of brands. Each brand is built for a different audience – knowing the key types of audience we have built brands to suit each one. No matter what type of retail store you have, we can help you increase GP with the power of pocket money.

How many times have you exhibited at the Toy Fair?

This will be our fourth consecutive year exhibiting at the Toy Fair and we cannot wait for it to kick off! Toy Fair is a truly wonderful event with a buzz and atmosphere like no other. It is a fantastic opportunity to connect with true toy people, who really know about toys. It is an unrivalled testing ground for our products, where we can gain honest feedback, face to face – and we can prove to ourselves how well they can work for the toy trade.

What tip would you give a new exhibitor?

In the lead up to the show, a great tip is to remember to shout about your attendance! If you haven’t been before, your customers won’t know to look for you. Send an email with your stand details to your customers and post on social media about your plans for the event… give a teaser as to what you will be launching – give people a reason why they must visit your stand! And if you have time, remember to do a few posts whilst at the show too!

What new products will you be launching at the show?

At this year’s show, we will launch our new wacky collectibles brand; LOLLIPUTTI. This range includes weird and wonderful putty pops; Unicorn Lab, Monster Makers and Ice Cream Factory – where children can make their own ice cream concoction or, monster or unicorn model with the silly body parts!

Also launching at the show will be our new “Fumfings – The Little World of Pocket Money” brand which will present an impressive curated selection of our best-selling pocket money products under a strong brand presence. Theseexciting and thoughtfully presented ranges will be a real eye-catcher at the show!

Any last words?

Be sure to pop in past our stand (F46) to chat to us and try out our “Play Table” where you can try out our new putty collectibles and where anyone can come and enjoy the power of play!