Tobar’s CEO, David Mordecai, discusses why collectables and blind bags result in multiple purchases with young and old fans.
We’ve seen an increase in adults taking an interest in collectables and specifically blind bags have always been a vital part of the toy sector. Items such as football stickers, Pokémon cards and many others besides have always generated interest.
A part of the appeal is simply not knowing what to expect when you open the packet. Could it be the much-desired Tottenham Hotspur shiny this time? The mystery appeals to young and old. These items result in multiple purchases and facilitate brand loyalty towards a brand or license. Collecting of anything will always appeal to humans and its natural for firms to encourage and make the most of this behaviour.
Collecting of anything will always appeal to humans and its natural for firms to encourage and make the most of this behaviour.
David Mordecai, Tobar
Retro and nostalgia are very strong right now and we’ve seen this with recent product releases from ourselves and others. The idea of toys being solely for children is diminishing somewhat. This diversification of the customer base is driving innovation and expansion in this sector.
Even smaller items have seen an increase as they bring good feelings and memories, while adults and parents will look to introduce their children to these items they had as a child. The lower price point makes this a lot easier.
Pocket money items will always have an appeal to children. We’ve supported and provided pocket money toys since we started over 40 years ago and will continue to do so for many years to come. We’ve seen this year with the Fidget Spinner trend really take off in the £5 or less price bracket. Of course, the cheaper price point allows the item to be picked up and enjoyed without much hesitation.