With licensees like PJ Masks, Pokémon and WWE performing well, Shop Direct is now enjoying success with a number of licensed properties across key categories.
Andrea Gornall, senior buyer toys and nursery, and Neil Mitchell, buyer for toys observed, “In pre-school, we can’t keep PJ Masks in stock at the moment! PAW Patrol is also strong, while Little Tikes is flying this season.
“In boys’ toys, Pokémon, Power Rangers and WWE are doing well, however it’s a mixed bag for girls; Moana and Beauty and the Beast did really well while Shopkins is still up there, L.O.L Surprise is one to watch and Trolls is still going well for us.”
As for new properties coming through, Andrea added that they have their eyes on Ben 10 and JoJo Siwa and there is a lot of products coming out this autumn. We think Justice League will do well, while in terms of trends STEM is up there.”
