High Street book retailer has seen 'significant growth' in its toy sector with 'no signs of slowing down'.

Waterstones to expand its 2014 kid’s and teen toy selection

Waterstones is engaging with further expansion into children’s and teen toys, as new season changes get under way across its stores throughout the UK.

In the run up to Christmas, the book retailer is aiming to kick off its expansion by introducing new lines of puzzles for younger kids.

“Our new season change is coming,” Sally-Ann Campbell, Waterstones’ games, book accessories and children’s toys and games buyer told ToyNews. “We are going to expand into children’s puzzles more so in the A/W range, delivering it much more in to spring and A/W 2014.”

The expansion plans follow a year that has seen the retailer achieve “significant growth” in the toy sector, with “high double digit turnover” increases showing “no signs of slowing down.”

“The toy sector is very big to us and it is continuing to grow,” said Campbell. “So our areas for growth next year are children’s puzzles, teen and we’re also looking at what we can do with the pocket money sector.

“One of the areas we have identified for growth in 2014 is a range of teen items. I think we can build a bridge that will take our young readers and toy enthusiasts right through.

“We keep them as readers so it would be nice to sell them other products as well.”

Maintaining that educational priorities and book tie-ins drive the selection of the products she stocks, Campbell expresses her excitement to embrace some the more mainstream brands that uphold these key values.

“We will be very interested to see how Doc McStuffins works for us as a licence. She’s a brand that has transcended Disney, with engaging, educational and great TV, so we are very pleased to have secured toys on
this line.”

As the book store’s toy sector appears to go from strength to strength, Campbell believes that it is Waterstones’ unique position in the High Street that allows the retailer to enjoy its current success.

“Our shop managers are so individual, they all have their own idea of what the local market will be and how to play to the strengths and interests of their local consumers.”

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