Keycraft MD Doug Cowie gives an insight into what to expect from the pocket money experts at the Toy Fair 2019.
Keycraft is an expert impulse and pocket money toy supplier, based in Peterhead, Scotland. Established in 1974, we come from small beginnings with the first Keycraft office being a small shed at the bottom of my father’s garden.
Now over 40 years later, we have progressed to supply a huge customer base globally from tourist attractions to the high street, and from the individual retailer to the distribution centres of multi-chain organisations.
Being specialists in pocket money we have created brands and collections on pocket money toys to the point we have become a house of brands. Each brand is built for a different audience, knowing the key types of audience we have built brands to suit each one. No matter what type of retail store you have, we can help you increase GP with the power of pocket money.
This will be our fourth consecutive year exhibiting at the Toy Fair and we cannot wait for it to kick off! Toy Fair is a truly wonderful event with a buzz and atmosphere like no other. It is a fantastic opportunity to connect with true toy people, who really know about toys. It is an unrivalled testing ground for our products, where we can gain honest feedback, face to face – and we can prove to ourselves how well they can work for the toy trade.
This year we will be launching two new pocket money brands, designed to help retailers reap the benefits of incremental impulse sales.
Launching at the show will be new wacky collectibles brand; LOLLIPUTTI. This collection of putty pops include weird and wonderful designs such as; Unicorn Lab, Monster Makers and Ice Cream Factory. Each of these awesome toy pops include a selection of; air drying scented super bouncing putties, body parts, sprinkles, stickers so you can create your own ice cream concoction or, make a monster or unicorn model with the silly body parts!... With 44 to collect across all 3 series we think these are going to be a massive hit at the show!
Being the pocket money experts, we are constantly researching and developing new ways to help our retailers boost basket value through the power of pocket money. Our new “Fumfings – The Little World of Pocket Money” brand which will present an impressive curated selection of our best-selling pocket money products under a strong brand presence, will launch at the Toy Fair.
There are 80 new animal themed products, including a new display solution for the vast range of new beanie animals, which will also be available from launch date.
To kick off the Fumfings brand, we have also partnered with OPRL (on pack recycling labels) to ensure all of the packaging includes recycling labels – making it clear and concise for consumers as to what packaging can be recycled, putting the power in their hands. This exciting and thoughtfully presented range will be a real eye-catcher at the show!
Be sure to pop in past our stand (F46) and try out some of these new products on our “Play Table” where we will demo LOLLIPUTTI collectibles and Fumfings, and where anyone can come and enjoy the power of play!
