'2013 was transformation year for Coiledspring Games'

Rebranding, new website and catalogue, plus fresh lines help give company an enormous boost
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Coiledspring has started 2014 on a high – having already achieved the sales targets it had set, a full 12 months early.

The firm’s MD, Roger Martin, told ToyNews that 2013 had been a year of transformation for the company, as well as a very successful one sales wise.

“We kicked off with a rebranding exercise, speaking to our retail partners about their perception of us, our
customer service and our core brand values,” Martin explained.

“This was followed by the new website – we’d totally outgrown our old one, and as our professional credentials are well and truly established, we took the opportunity to show our fun side.

“The website was swiftly followed by the new combined catalogue – our plush, games, puzzles and jigsaws are all at your fingertips now.”

In terms of products, key lines included Rory’s StoryCubes, Wrebbit 3D puzzles, Forbidden Desert and Forbidden Island, as well as Polli and Saggo from the Sorgenfresser range.

Martin believes that Sorgenfresser is also due for a strong 2014 – key rings are launching in the first half of the year, while a new CDU and spinner are in the pipeline.

The firm has also received strong feedback for the Purple Cow pre-stocked CDU and retailers should also keep an eye out for Thinkfun’s new dancing game for preschoolers, Move & Groove.

The company is also actively looking to sign up new products, as well as recruiting agents as it is keen to increase the face to face time with its retail partners.

“We’ve also been really pleased with the sign up rate for fulfillers on Shopatron – not only do we want more of our retail partners to take up the opportunity we’ll be looking to increase the volume of orders over the year.

“And, you never now, we might hit our 2016 target,” Martin concluded.


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Games specialist Coiledspring is adding to its already novel range with Worry Eater Dolls and Hello Sunshine toys this year, marking an ambitious move into the plush market. Dominic Sacco asks MD Roger Martin about the firm’s swift growth and exciting new products

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