Spielwarenmesse: Interview Thalia: toys are a logical extension to our core book product

Choose language

 

Spielzeug kombiniert mit Bücher
  Movers & shakers

Movers & shakers

Interview Thalia: toys are a logical extension to our core book product

from Harald Hemmerlein

With almost 300 bookshops in Germany, Austria and Switzerland, Thalia is the market leader in the retail book trade in the German-language region. The company is also a cross-channel retailer, offering both book and non-book ranges, including toys, in its conventional bookstores and online shop. Find out in this interview with Thalia why toys and books complement each other perfectly in retailing.

Toys included in Thalia book stores
Toys included in Thalia book stores

Spielwarenmesse: How important are toys in Thalia’s non-book range?

Thalia: In terms of content, toys and board games are a logical extension to our core book product, particularly in the area of children’s books, and are a tried-and-tested add-on to the range offered at Thalia. We have been selling selected games and toys in many Thalia bookstores and the Thalia online shop for a long time now as this allows us to offer our customers a more varied range and therefore true added value when shopping.

What type of consumer buys toys from a bookseller - are they largely impulse buys?

Thalia: Thalia is a family bookseller and we focus on family-friendly products with our range of toys. So besides mums and dads, you will also often find relatives turning specifically to Thalia to find the right gift idea for birthdays or Christmas or even something suitable for the next games afternoon. Our customers value the extras we offer and like to avail of them.

Which toys sell particularly well in a bookstore?

Thalia: It is important to us that the toys offered at Thalia are of high quality and are therefore a logical extension to our core book product. The boundaries are often fluid when it comes to learning and play in particular. Therefore, there is strong demand for educational toys which help foster early learning, for example. Our toys are mainly from well-known manufacturers such as HABA, TipToi, Sterntaler and Eichhorn. Overall, we want to offer our customers a coherent themed world, with something for all the family and every age. Board games also give customers useful ideas on how to spend their leisure time. Classics such as Ludo, Taboo, Monopoly, Catan and Uno are still very popular.

How do you put your toy range together, which trade fairs do you visit?

Thalia: As with our entire range, we also follow the trends in toys so that we are always giving customers what they want. The Spielwarenmesse, for example, is relevant to us as a place to find out about new developments and products.

 

Author of this article:

Harald Hemmerlein

Tags in this article:

Newsletter

Stay informed with trends and developments of the toy market. Register for one of our newsletter.

 

Newsletter

Stay informed with trends and developments of the toy market. Register for one of our newsletter.