Beyond cards and gifts at Hallmark
A buyer for the top-selling greeting card company reveals what piques her interest when it comes to placing orders for new playthings
By Pamela Brill -- Playthings, 5/1/2004
In an exclusive interview with Caryn Cato, specialty retail group buyer, Hallmark Cards, Inc., PLAYTHINGS unearths what it takes to get toys onto store shelves.
PLAYTHINGS: Upon which toy categories (e.g., plush, dolls, etc.) does Hallmark primarily concentrate its business?
Caryn Cato: After much trial and error, Hallmark Specialty Retail Group (SRG) has found that our stores succeed best with plush.
PLAYTHINGS: How does Hallmark's toy selection differ from traditional toy stores? Is it through product exclusives or some other premium?
CC: Hallmark's SRG is always looking for exclusive product, and we work closely with our vendors to develop these on an ongoing basis.
For example, the Hallmark Gold Crown stores currently have an exclusive Beanie Baby from Ty. This piece is being promoted via the Hallmark Gold Crown mailer, which arrived in homes on April 15.
PLAYTHINGS: How does the addition of toys complement Hallmark's core product line?
CC: When the consumer visits our store to select a juvenile birthday card, plush is a natural gift solution. The bright colors and soft fabrics available in today's market appeal to a broad range of consumers.
Hallmark SRG also has great success with Boyds Bears. This particular line is geared toward adult woman-to-woman gift giving, which also complements our everyday card lines.
PLAYTHINGS: When shopping for new merchandise, what qualities do you look for in a toy?
CC: Hallmark's mission is to provide products that help people communicate, connect and celebrate. We also believe that people seek out our products for the high quality and value associated with the Hallmark brand. It is important that those values carry over to all of our product lines. With that in mind, we are constantly looking for fresh, new styles; plush that has a sentiment attached; good values and great quality; and something that touches an emotion.
PLAYTHINGS: What type of information is helpful from toy suppliers?
CC: It is helpful to have retail-ready samples, current inventory availability and any consumer testing documentation.
PLAYTHINGS: Does Hallmark look for ways to partner with manufacturers on in-store events and other related programs? Or does the company prefer to produce its own initiatives?
CC: Actually, both. The SRG stores have joined forces with Boyds Bears and Ty in the past to create "Register to Win" prizes. The partnership we have with our vendors is tremendously important.
PLAYTHINGS: What toy or toy-related partnerships have been the most successful as of late?
CC: Coconut, which is part of the American Girl collection from Hallmark. This plush is a terrific seller.
PLAYTHINGS: What trends are you noticing as of late in terms of the toys you carry, and how are Hallmark's customers responding to them?
CC: Hallmark's customers come to us looking for plush with a little something extra. In 2003, the SRG stores carried an item associated with the movie Legally Blonde. It was a plush dog in a cute, little handbag, and it was one of the top performers of the year.
The consumer wants more than the basic dog or bear now. With so much available, the choices are numerous.
|
