Wow Stuff ramps up toy offering - Licensing.biz

Wow Stuff ramps up toy offering

Firm builds on existing licences and signs new deals to expand its toys and games portfolio.
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Gadget and gift retailer, Wow Stuff has announced plans to grow its toy offering, starting with a high profile range for the Wallace and Gromit property.

Working alongside brand owner, Aardman Animations, Wow Stuff has developed the toy collection, Cracking Conceptions, which 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.

To coincide with this the national press have already got hold of our story "making a child a millionaire" and the momentum is just growing and growing.

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 a large amount into marketing initiatives such as its in-store video solutions and our much lauded demonstration academy.

The FSDU video screen solutions are branded in TopGear, Wallace and Gromit and Science Museum livery and this along with the technology the firm has been proven to increase sales per square foot.

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."

Through its technology company Wow TV, the firm has also teamed up with the UK's largest retailers to launch a piece of technology that it hopes will increase sales by 100 per cent.

The full story will shortly appear in the industry press and it's one of the initiatives that led to the firm winning the Business of the Year award at the recent national Business Awards 2009, Wales, Midlands and East Anglia finals.

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Wow Stuff

Wow Stuff was founded in 2001 and underwent a management buy out in April 2006 by serial entrepreneur Richard North.

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