Clare Turner talks to Warren Du Preez, retail development manager of Daniel Department Store in the Berkshire town of Royal Windsor, winner of the Toy Department category of the Toy Retailer of the Year Awards 2024, organised by the British Toy & Hobby Association (BTHA)
What’s your background?
I’m actually a qualified scientist in Life Sciences with ARCS (Associate of the Royal College of Sciences). I studied at Imperial College London and wanted to change direction and study postgraduate Veterinary Medicine after qualifying. Once I managed to secure the funding, a little thing called ‘the recession’ kicked in, and my main funder
pulled out.
This ultimately led me into working for WJ Daniel for about six months before doing a short stint at Winning Moves within its licensing team. Then I was reapproached to join WJ Daniel.
Why did you decide to go into toy buying?
I’ve worked in toys since 16 as a Saturday boy (before Sunday trading – eek!). Although I never had ambitions to stay within retail, I truly loved the varied role while working at WJ Daniel – and obviously, the senior toy buyer at the time felt my data analysis skills might come in handy!
“Combining theatre with great knowledgeable staff has always been pivotal to our wider vision”
When my career path took a ‘change in direction’, I was employed initially as an assistant buyer and gradually worked my way up to a senior buyer. I’m now responsible for multiple categories, with a great team
of buyers.
Congratulations on winning the Toy Department category of the Toy Retailer of the Year Awards! How did you feel when you heard the news?
It’s such an honour and privilege to be recognised by the industry for all the team’s hard work at the annual British Toy & Hobby Association (BTHA) awards ceremony.
It goes without saying that without the entire team at HQ, our vision of bringing retail to life just would not be possible.
Tell us a bit about Daniel Department Store.
The store is in the heart of Royal Windsor and has been serving customers for over 120 years. It encompasses more than 40 departments and has over 70,000sq ft of prime retail selling space. There are four restaurants, fashion, homeware, furniture, accessories, beauty, gifts, stationery, sports– and not to forget a 10,000sq ft toy department.
What do you believe sets you apart from other retailers of toys?
Ultimately, I truly believe that having the space to showcase and bring brands to life sets us apart from many other toy retailers. Combining theatre with great knowledgeable staff has always been pivotal to our wider vision. This winning combination allows our customers to experience a truly magical shopping experience, with brilliant staff showcasing more than 100 suppliers’ products.
What are your key categories?
We cover all categories from preschool, action figures, vehicles, fashion dolls, games, puzzles, construction, craft, and science, to pocket money etc. We truly cater from preschool all the way to kidult. Everyone is welcomed and catered for within the department.
How many suppliers do you deal with?
We have more than 100 suppliers within the toy department.
To list but a few would be: Lego, Mattel, Hasbro, Jellycat, Moose Toys, Schleich, Ravensburger, Spin Master, MGA, Zuru, and VTech.
Are you a member of any buying groups?
We belong to AIS (Associated Independent Stores). Being a member helps to bring together a community of likeminded retailers all striving to work together to get the best product selections possible for our customers at the very best prices.
In addition to the greater buying power, AIS provides a great opportunity to take part in an FOB program and attend its INDX Toys Show [which takes place at Cranmore Park in Solihull from September 2 to September 3].
How do you find products?
Finding new products comes from all directions and now even includes social media trends such as TikTok. The show season starts at Top Drawer S/S in London and ends at Spring Fair in Birmingham, and sees the team attending the two key trade shows at Toy Fair in London and Spielwarenmesse in Nuremberg, Germany.
Away from the main shows, we also go to the Toymaster May Show in Harrogate as well as the INDX Toys Show in Solihull. Basically, we’re always hunting for the next product range.
Regarding new products, Lego, Jellycat, Horizon Group USA, Spin Master, MGA and Mattel were highlights over the show season and ones we are eagerly watching to see how they perform in 2025.
How’s trading been for you so far this year?
Trade is currently doing very nicely and long may it continue. Sales are +7% YTD and this is off the back of a very strong 2024. Half term has just finished and likewise this has seen some strong growth of +10%.
Which brands are selling well now?
The two main powerhouses currently are Lego and Jellycat but honestly, there are so many great products to mention.
A few key ones would have to be Pokémon TCG, NeeDoh, Hot Wheels, Piratix, Rainbow High, Funko Bitty Pop! and Paw Patrol.
How do you get the word out there?
The marketing department is active around the local surrounding area with advertising and connecting on a B2B basis with other businesses such as the Theatre Royal Windsor. In addition to our B2B partners, we work closely with local schools and charities, ensuring we support some great causes within our wider community.
In addition, we regularly run free demonstration events during half terms and combine this with an annual gala event which brings the entire store together for one evening. We invite our customers to enjoy this special occasion, with free sampling, demonstrations, and special offers.
What are you most excited about stocking for Spring/Summer?
Occasions are super important for trade and provide great opportunities to celebrate, so we’re excited for Easter and the start of the Formula 1 season. F1 product looks brilliant for this period and provides a great opportunity to encourage the father/son gift-giving occasion.
Have you spotted any hot trends or crazes for 2025?
One craze which seems to be growing nicely is the hype of Ty bouncers. This range looks brilliant and, with the extra dimension of some great licences being added to the product range, I’m certain this one could have the potential to become something quite special.
What’s next for your business?
We’ve got some great in-store activations due to launch – so watch this space!
