In the business-to-business press, there is only one way to judge who is market leader: the volume of advertising carried by publications. For many years now, Toys ‘n’ Playthings has carried more display and classified advertising than any other title in the market. The 2009 figures once again show how comprehensive our market leadership is; across the year Toys 'n' Playthings enjoyed a 63 per cent share of the market in volume terms, which gives us a decisive lead over our only direct rival, and the first half of 2010 has seen this trend continue.
We have enjoyed this tremendous level of support because we fulfil advertisers' requirements, delivering a publication that reaches all of their target audience and which, most importantly, they know their customers want to read. Toy advertisers know where their money works best for them – in an established title, run by people who know the toy trade, a magazine which continues to prove itself as the UK’s number one toy trade journal.
Why you should advertise
Research suggests that up to 70 per cent of purchasing decisions are made in store. If your product isn’t selected or ranged adequately by retailers, potential customers may well see your consumer advertising but, when they arrive in store, they may be persuaded to choose someone else’s product.
Major buyers are changing with alarming frequency. Often a new buyer has no direct experience of the Toy Trade, and hence needs to get regular information on the market from somewhere. Where better than Toys ‘n’ Playthings - a single unbiased source of quality information.
Major buyers are generally under pressure to cut the number of suppliers they deal with. By having no presence in Toys ‘n’ Playthings, there is a risk that you could be ‘out of sight, out of mind’.
If a buyer sees you supporting your brand below the line, they’ll have far more confidence that you’ll support it above the line.
Toy companies generally have less sales people on the road than they used to, resulting in longer call cycles and a ‘communication gap'. Toys ‘n’ Playthings can help to fill this gap. Toys ‘n’ Playthings is independent, and therefore retailers of all sizes are more inclined to trust the information they receive via the publication, rather than junk mail or other impersonal forms of communication.
What can Toys 'n' Playthings offer you?
Individual Incentives and Discounts
Special introductory discounts available for first time advertisers. Clients who offer forward commitment also receive special incentives.
We offer a variety of special executions to ensure maximum impact and help your products to stand out, including 'hard centre' inserts, gatefolds, consecutive strip ads and even dedicated supplements.
Extensive Client Support
Whether you’re new to the business or a large corporation, we will offer assistance all the way, from advert make-up to editorial support.
Exclusive Cross Sector Marketing
Toys ‘n’ Playthings is part of Lema Publishing, which produces magazines in the character licensing, nursery, Christmas, gifts, greetings and party sectors – helping you promote your products in all the relevant sectors, no other toy trade publication can offer this unique mix.
Trade Show Presence
We always have a stand at all the main UK shows, so through us you can have a trade show presence, showcasing your products and promoting your brand strength across the UK whether or not you have your own booth at the show.