Friday Blog - Xmas Lists, NOT the most wanted 10.

So, everyone has done one, and they started way back in July. I'm talking about Xmas Top 10's, 12's, 15's, 20's toy lists from every retailer, which have been news stories every week in the past few months in the trade press, as well as in the national press and on TV, with spots on shows like ITV's daybreak highlighting the bigger retailers top toys.

And its occurred to me that the retailers listing Xmas lists this year have done so, not because these items will be most wanted but also because they are the most overstocked items or those most recommended by the manufacturers to major retailers.

Now, that's not to say that the Ride in Dalek won't be popular, nor the Dance Star Mickey, nor Fijit to that matter, but its unlikely that many of these toys will totally sell out, only a few make it to Zhu Zhu pets 2009 status or the infamous Buzz Lightyear year. 

I've got a few of the popular lines in for sure, but competing with the big boys on price and quantity is nigh on impossible, as they've likely to have ordered a fair chunk of these top ten toys in good quantity. The likes of Argos, Tesco's, Asda & Toys R Us have a lot of stock in already and a lot of competing discounts on the main brands and main lines. And in some cases main line retailers are discounting to such a degree that competing is impossible with margins so tight. Either they have no need to make much profit on these toys or that they have done some great deals direct from the suppliers, usually missing out middle distributor men, which us smaller retailers have to deal with.

To this end, I want to let customers know that we independents stock a wide variety of toys, some more exclusive product lines that larger retailers don't bother with, and also to let you know that kids don't always want the main branded products. 

I'm not one to tell you what to buy your kids, but fighting for that one toy, above and beyond any other doesn't always pay off... we're 5 to 6 months down the line from the top ten toy lists being written - and I know from my own experience that my kids have moved on from fads and toys after a month or two. 

I know from bitter experience that getting something special or really wanted doesn't really reap any greater rewards than other toys at Christmas. Last year my son wanted an Armouron outfit, Santa got him one, they were not too hard to track down, I understand, and after I spent Xmas Day putting it all together for him , he didn't wear it until the 29th Dec, and hasn't worn it since. It was unsurprisingly other toys, not even ones requested that sparked his imagination, including a build your own robot and a model plane.

Christmas and Toys are all about play and imagination, but that shouldn't just be the Children's imagination, but the parents and adults imagination in buying that something special, not what retailers say is special. Do kids want to go back to school in January and say I got a NERF gun or a Fijit, and all their friends say, yeah so did I. There's nothing wrong with being the kid with the 'different' toy, and being happy. I'm sure they'll have more fun and longevity playing with a surprise toy than with a bog standard branded product.

That said, I am stocking all of the key lines, but look beyond the top ten's and twenties, and try and be a bit more imaginative, alternatives to Lego for example exist in Mega Bloks (and others) and their range is pretty impressive this year, and there are often good quality, cheaper and in some cases better looking alternatives, I know there are competitors to the Harumika range. 

I know kids are demanding, I have three now, but they don't always have to have the IN thing, after all they could get a toy and make it IN themselves.

One plus point against all of this is that if the top 10 sell out everywhere, there is always the next best thing - which is simply everything else. Kids should be grateful for all their presents, but make sure they get, not only what they want, this year, but also something different too, you never know it might be the best present they get. 

Don't always be swayed by what you are told is popular, often its not, its just overstocked, and a good deal is not always a good deal. £50 off a £100 toy you don't want is not a bargain, its £50 more than you spent on something you don't want! Be intelligent and imaginative this Christmas... there is still plenty of time to be a hero for your kids.