Owner of Littlesardines.com toy website, James Rackard, visited his local radio station, Marlow FM to talk about his business and the toy industry in general.
Having set up his business in 2009, the entrepreneur spoke to the presenters about what made the site different, including his birthday reminder service, gift wrap service and his eco-friendly toy offering.
He told how he tried to make toy shopping an easier experience for his customers and said: "I think most people find buying toys quite a stressful thing to do."
Rackard also discussed the recent Dream Dozen, how it relates to what independent retailers are selling and how he tries to stock toys that require kids to use their imagination a little more.
Finally, Rackard discussed marketing and the emergence of social media. The retailer is an avid user of Facebook and Twitter. He explained: "I think that it's going to be a much bigger channel from now on. It levels out the playing field with the bigger players - everyone's Facebook page looks largely the same.
"I think it gives you a chance to do something really special and a bit different."