'Toy industry should shout louder about new launches'

The Entertainer owner Gary Grant says "we've got to start competing" with other industries.
Publish date:

The toy industry should shout louder about new product launches in order to reap greater rewards, says Gary Grant.

The owner of the UK's biggest independent toy chain The Entertainer says it works more closely with suppliers and licensors nowadays for launches, including character visits in-store, special window displays and more.

"With Moshi Monsters Moshlings Series 4 we opened our shops early to launch [the range]," he told ToyNews. "It’s trying to create excitement and some of the razzmatazz around something, rather than just putting it on the shelf.

"Other industries make a big deal about their launches and as an industry we just put things out.

"We’ve got to start competing. We’ve got to learn from other industries and make the toy industry just as good as them.

"If Nintendo was launching a new game, you wouldn’t stroll into the market and just find it – you would know about it. The toy industry needs to be the same.

Grant added: "It's not just about the TV advertising, the promotion, whatever it might be, has got to drop through to retail. Because if they spend all that money doing those things and then people wander in the shop and [the product’s] not out or it’s on the top shelf, then the industry collectively is not getting the rewards from the investment that’s being made in marketing."

Read the full Entertainer interview with Gary, Stuart and Duncan Grant here.

Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.



NFC and the toy industry

The rise of Near Field Communication technology means it's only a matter of time before more compatible toys have a bigger impact on the industry.

Featured Jobs


Marketing Director UK

Gameplan I Southeast of England I Salary: Competitive I Date Published Monday 7th January 2019

Rainbow logo landscape_home of classic Final

Product Manager

Rainbow Designs Ltd I Olympia, London I Salary: Competitive I Date Published Wednesday 16th January 2019