Heather Edwards, owner of Snickelfritz Toys in Vernon Hills, Illinois, discusses big hits, the challenges facing specialty retailers, and predictions for the future in this extended edition of The Toy Book’s 2023 State of the Industry Q&A roundtable. Want more insight from the all-stars of the toy industry? Click here to explore this year’s lineup!
The Toy Book: What were some of the top toys and games at your store last year?
Heather Edwards: Some of our best-sellers in 2022 included companies like Bruder, Douglas Cuddle Toy, Fat Brain Toys, Epoch Everlasting Play, and Smart Toys and Games. We saw a surge in Bruder Trucks of all kinds and sizes. Douglas Cuddle Toy dominated our plush section with its line of Softies. Fat Brain’s Spin Again and InnyBin were once again in our top 20 items in the store. Smart Toys and Games’ line of Smart Max continues to be strong, especially the My First Vehicles and Start set.
TB: What is the biggest challenge facing specialty toy stores today, and how are you dealing with it?
HE: I believe the biggest challenge facing specialty toy stores is the competition with the manufacturer’s online pricing. When we are getting an item for $20, wanting to sell it at keystone, but then having the vendor sell it on their website for $24.99, there isn’t a way to compete with that. As a specialty store, we understand how to compete with Amazon by offering the very best service, free wrapping, community events, etc., but to have to compete with the company you are buying the goods from is not something we are used to. I personally will be looking at those companies and deciding if that partnership will continue in 2023. I did drop some of the companies that were doing it in 2021.
TB: What are some key considerations for Snickelfritz when it comes to adding new products to your mix?
HE: When deciding on new products for Snickelfritz, there are a combination of things I look for. Does the item have play value? Is it quality or is it going to break 10 minutes after it gets unboxed? The most important thing I use is my gut feeling. I throw in a little silly and think about it from the child’s perspective. Would I want to play with it? Is it different and fun? If it’s a stuffed animal, I have to hug it and make sure it is soft and squishy. Of course, I don’t shy away from a good fad either. Pop-its and anything fidget were so strong … I can’t wait to see what the new fun will be.
TB: How does Toy Fair moving from February to September impact your business, and what’s your take on the trade show shift?
HE: The shift in Toy Fair is actually not affecting our store personally. I actually like the shift from February to September. I am not a fan of New York in the winter and have been hit by a snowstorm too many times to remember. September is a great time to see what is coming in the new year and get refreshed before the fourth quarter. By the time September hits, all of our shopping for the year has been mapped out for several months but I get excited, refreshed, and renewed seeing new items. I happily will attend different Marts, ToyFest, and ASTRA Marketplace & Academy to fill in for not having that February show.
TB: What are your overall predictions for the state of the toy industry and toy retail this year?
HE: Our customers are excited to be able to come into a real toy store. We are still seeing a strong push to support local in our area. Retail can continue to be strong if the work is being done. Our customers will shop online if they aren’t getting the service, knowledge, and joy that they are used to with us. The personal connections are still the driving force in our industry for sure.
A version of this Q&A was originally published in the 2023 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
