Toytown operations director Andrew Addley updates Clare Turner on the award-winning independent chain’s portfolio, products and predictions for Christmas trading
Tell us a little about Toytown.
Founded in Belfast in 1980, Toytown has 30 stores (typically measuring 4,000-6,000sq ft) across the UK, plus online.
In 2022 we opened branches in Perth and Coventry, and last year we opened in Maidstone and Wigan. We’re looking to grow as a company and try to open stores in areas where we feel we can add value to that location.
On September 28, we opened our first new store in 2024 at Luton Point Shopping Centre in Bedfordshire. We had a successful opening weekend with a large queue outside on opening day (see picture, far top right). We received a lot of good feedback from customers on our ranges, with Lego and Funko standing out on the launch weekend.
We opened our 31st store, at Basingstoke Festival Place Shopping Centre in Hampshire, on October 26. It’s not ideal opening a store this late in the year with so much going on, but we feel this is a location that will perform very well for us.
What do you believe sets you apart from other toy retailers?
We believe our offering is one of the best in the market, with great-value lines all year round. We’re very proactive in ensuring we have the latest trend lines in our stores, and the right item, at the right time and place.
We have strong working relationships with suppliers and this has been key to our success. Suppliers need us and we need them – and we pride ourselves on being fair and straightforward to work with. We have great staff throughout our business, and this helps contribute to our overall success. We will go the extra mile for a customer if we can.
How would you describe your merchandise mix?
We have a diverse assortment of products, from newborn to adult. We
feel we offer a large range of lines to cater for all ages and customers’ needs. This year has seen the kidult category take off and it’s a focus for the future. We also have nursery sections in most of our stores, making us the perfect destination for customers.
