Interview: Golden Teddy winner Steve Kerrison

In an exclusive interview with TnP, the respected Norwich toy retailer shares insight from more than half a century in the toy trade

Nestled in the Norfolk city of Norwich, Kerrison Toys is something of a local institution. With its expansive selection, competitive pricing, and family-run charm, the store has become a go-to destination for generations of toy lovers. 

At the helm is managing director Steve Kerrison, a lifelong toy retailer and the proud recipient of a Golden Teddy Award from the British Toy & Hobby Association (BTHA) at the Toymaster May Show – a recognition that came as a surprise to him.

Leapfrog LeapMove

“I was a bit shocked, to be honest,” Steve admits. “But also humbled. I never really expected it. I’m delighted to receive this prestigious award.”

Kerrison Toys’ roots in the toy trade run deep. The business began as a newsagent in the 1960s before moving to toys in the following decade. Steve, who was immersed in the world of retail from an early age, recalls attending his first Toy Fair in 1976 – at just nine years old. After finishing school, he joined the family business full-time. And decades later, he’s still doing what he loves.

“I count myself very fortunate to work in the toy industry. The many friendships I’ve forged over the years will last a lifetime”

The company claims that it “probably stocks the largest range of toys in the area, and everything is sold at discounted prices. We have hundreds of special offers arriving almost daily and aim to sell at the lowest possible price. If you want a toy, we’ve probably got it!”

The mission is simple: to offer great toys with great play value at great prices. It’s this ethos, combined with a deep understanding of its customer base, that sets the retailer apart. “We stock a very wide range, we know our customers, and we know what we can sell,” Steve says.

Being part of Toymaster has also played a key role in the business’ growth. Steve notes that the buying group offers terms with suppliers, as well as effective marketing, window displays, and catalogues – all of which help independent retailers like Kerrison Toys remain competitive in a tough retail environment.

The store’s product range is both varied and in-depth, with strong representation from brands such as Lego, Playmobil, and Sylvanian Families. Steve and his team stay on top of trends by regularly attending exhibitions including Toy Fair, Spring Fair, and Toymaster shows, and visiting suppliers’ show rooms. 

When it comes to selecting products, his checklist is clear: “They’ve got to be on-trend, value for money, safe – and obviously offer great play value.”

Popular lines currently include Pokémon, Lego, games, and crafts – with Craft Buddy making a particularly strong showing in the latter category. The top five bestsellers are: Pokémon, Lego, Sylvanian Families, models, and various crafts and activities. And what’s on the counter? “Anything nickable!” Steve says, adding wryly: “Unfortunately, the counter is never going to be big enough for that!” 

But what happens when something isn’t flying off the shelves? “We move it around the shop and run promotions,” Steve says. It’s a straightforward yet effective strategy, honed from years of hands-on experience.

Customer service remains a core part of the offering, with gift wrapping, gift vouchers, and local delivery all part of the package. Over the summer holidays, Kerrison Toys hosts activities and demo days to keep children entertained – and to help parents find new products their kids will enjoy.

Steve’s day starts early. “I usually get to work by 7am, grab a cup of coffee, and try to get through all the things I want to do – which I normally fail miserably at – because once the shop opens, I can’t get anything done.”

Despite the challenges, Steve’s passion for the business is clear. “The best part is serving customers. We’re very fortunate that we can see the joy that we bring kids (and their parents) when they pick the toys they want.”

When asked about his own childhood favourites, Steve fondly remembers Lego, though points out that “it was very different back then”. Today, he enjoys many of the games Kerrison Toys sells, but his top picks are whatever keeps his grandson entertained.

Working in a toy shop inevitably comes with some surprising customer interactions. Steve has heard it all – from people asking if he sells cigarettes, or sandwiches, or deodorant, to requesting: ‘I bought this online but it’s broken – can I bring it back to you?’. “We all get that question!” he says.

As for the future, Steve is cautiously optimistic. Trading so far this year has been steady, largely driven by Pokémon and Lego, though there haven’t been any runaway crazes just yet. “Nothing has kicked in so far this year,” he says. “Obviously we get asked for things we can’t get, but those aren’t always toys, or don’t pass toy safety regulations.” 

When asked what advice he’d give to someone starting out in toy retailing, Steve doesn’t mince his words. “Talk to other retailers but most importantly, remember that retailing isn’t a hobby – it’s a job, and one you have to work hard at. We’re just lucky that it happens to be in a fun industry.”

He concludes: “I count myself very fortunate to work in the toy industry. The many friendships I’ve forged over the years will last a lifetime. A huge thanks to my parents Graham and Pauline Kerrison for letting me bunk off school to go to my first Toy Fair. And yes, it’s my 50th Toy Fair this coming year (for those of you good at maths, Covid got in the way).

“Over the years I’ve been lucky enough to have the support of my wife Liz and my children as I’ve been away attending meetings for both Youngsters and Toymaster buying groups, and the Toy Retailers Association serving the interests of toy retailers and our suppliers.

“The toy industry has had many changes over the past 50 years – and has thrown many challenges retailers’ way. But the indies are as strong as ever, and we will always offer our customers diverse and exciting toys – thus giving our suppliers a chance to shine.” 

As Steve approaches his 50th Toy Fair, it’s evident that his passion for the toy trade hasn’t faded. And neither has his dedication to the community he serves. 

Receive the latest news
to your inbox

Toys n Playthings Logo
This field is required.

We’ll never send you spam or share your email address.
Find out more in our [link]Privacy Policy[/link].