After installing the new display unit in Bentalls, the firm reported a massive 110 per cent ncrease in sales at the store over a six week period from when the toys were introduced at the end of May.
Retail display specialist, TMC, is currently involved in site surveys at the 15 stores ear-marked to house the new displays.
Subject to reviewing the national results later in the year, there is also potential for a European roll-out in 2010.
The display features twinkling star lights, randomly sequenced to create movement and in-store theatre to attract consumers, with overhead illuminated branding, combined with coloured graphic dividers and floor graphics to attract the young in-store audience.
Julia Frost, Wow Toys marketing manager, commented:"We are delighted with the results of the trial – the branded display modules gave us great stand-out in the stores and brand awareness has been boosted in the area. We are looking forward to reviewing their impact on a more national level in the autumn.”
John Earnshaw, sales and marketing director at TMC said:"Wow Toys has a unique proposition in that they introduce toys from real life into the home, do not require batteries and are highly collectable, it’s a pleasure to work with the marketing team on such a great brief, and delighted that such impressive early results are coming through."