The common methods of toy marketing have been lambasted by the CEO of the licensed toys, gifts and gadgets specialist, Wow! Stuff who’s own belief in ‘letting kids decide the toys they really want,’ has paid off with a major placement for the firm in Walmart’s own Top Rated by Kids Toy List.
The retailer’s campaign aims to place children in the role of experts in testing hundreds of games, dolls and gadgets, in order to select their top toys of the year. Not only has the 2019 seen ‘more toys included than ever before,’ according to Wow! Stuff’s Richard North, but has put the toy innovation outfit firmly in the spotlight of American retailing this year.
It’s little surprise that it was the Harry Potter Invisibility Cloak that made Walmart’s list this year, praised for its integration of AR technology to allow wearers to ‘disappear’ as they don the film-replica garment.
“Walmart’s initiative has to be praised,” said Richard North, CEO of Wow! Stuff. “This is about putting kids at the very heart of deciding what toys they really want, what they really love. I’m delighted that the Harry Potter Invisibility Cloak came out as a winner.
“Innovation, great licensed brands and demonstrable toys work. Just let the kids decide ahead of the usual toy marketing thrown at them and you will see what they really like. This is judged by kids for kids and Walmart are leading the way here.”
North has gone on to praise Walmart’s initiative for its inclusivity and diversity in order to offer a better picture of the consumer market.
“It’s great to see those kids from all backgrounds, genders, abilities and demographics at the event along with their families – to see their jaws absolutely dropping when they saw our Mystery Golden Snitch being demonstrated was a joy to behold,” he said.
“Wow! Stuff is headquartered in Great Britain but we have only ever seen ourselves as an international business and this proves that a small UK toy company can compete with the world’s largest toy companies on their home soil and have a fair playing field.”
North won HSBC’s inaugural ‘Business Thinker’ of the Year in 2010 for his global industry stance and expansion of Wow! Stuff to international markets.