Wow Stuff builds toy range

Gadget and gift retailer, Wow Stuff has announced plans to grow its toy offering, starting with a Wallace and Gromit range.
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Working alongside brand owner, Aardman Animations, Wow Stuff has developed the toy collection, Cracking Conceptions and will launch with ten lines in 2010.

The range will then increase to 15 SKUs, with products to appeal to all ages of children including the Cracking Alarm Clock, Fidget Pen Top and Inventor’s Kit and, for the older kids, there is the Fetch-a-Matic, the world’s first dog powered throwing device.

In addition to this, two new licences have just been signed by the company. One of which is aimed at the toy market, the other is gift-based.

MD, Richard North said: "These new licences will perfectly compliment existing brands and enhance sales for all our offerings as we are able to keep costs amortised across an ever-wider portfolio."

Wow Stuff’s business model differs from the traditional toy and gift market. Instead of employing a warehouse, a sales force and a pick, pack, shipping and logistics team, the firm invests in marketing initiatives such as its in-store video solutions and demonstration academy.

The FSDU video screen solutions are branded in TopGear, Wallace and Gromit and Science Museum livery.

North continued: "This is geared to sell the product out of the retailers stores whereas the traditional older model is geared to sell it into the store. This combination of marketing and lean model allows us to provide branded products at margins never before seen in the toy industry but one's that the gifting industry have long enjoyed in non-brand novelty lines."


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