However, the doom and gloom portrayed on BBC Breakfast and GMTV, as everyone wakes each day, seems to have not yet reached full force in our Industry.  The Toy and Nursery Industries both have one key factor on their side - we all love our children!

While gas and electricity prices are being hiked and the cost of food is rising at an alarming rate, the love for our children still prevails.  Most families would rather go without themselves than offer their children less at Christmas and on birthdays. 

As I write with this in mind, the tide appears to be turning towards good quality toys that parents know will last, even to the point of returning to the days of family heirloom toys.

Although, some companies are struggling to reach targets, savvy suppliers are still making sales.  So what if your company is one of the few casualties?  Can you turn it round?

John Crane Ltd relies on innovative new designs to keep consumers happy.  With an emphasis on educational toys, the learning through play message really strikes a chord with parents, as does the longevity of a quality wooden toy.

The company regularly puts its products up for awards and Keith Elmer, Sales and Marketing Director, says, ‘The ability to place an award logo next to a product really gives the item kudos, in what can be a very ‘me too' market.  Both retailers and consumers value awards, especially those that are tested by children.  Subsequently, parents really know they are looking at a toy with real play value!'

Keeping a watch on consumer habits is also key to surviving any recession.  It's been many years since the High Street stepped aside to be replaced by out of town shopping centres as the popular shopping destination.  However, trends now show new rising stars of retail such as Garden Centres and Internet Sites. There is also a movement back toward small independent stores that can offer a point of difference.  Grouped in this sector would be heritage sites and niche gift shops attached to places of interest.

John Crane Ltd is one such company that has used its knowledge of consumer shopping habits to broaden its customer base.  Selling to one particular market is risky in a volatile market, so spreading the risk by finding new outlets is key.  At last year's BPA Baby & Child the company opened several new accounts, a lower figure than in previous years but nevertheless a step in the right direction.

Keith adds, ‘It's all about helping retailers make a difference in their community.  We've never been a company to just sell to retailers and see the sale as the end of the line.  Treating each customer as an individual means they know and trust the whole of our team.  We regularly get emails and letters of thanks for our efforts and this means a lot. Retailers know we have a huge customer service department, which offers spare parts when needed, along with help and advice if a fractious parent has trouble assembling an item.  Retailers enjoy the fact that we will sort out any problems on their behalf!'

When company budgets are tight, the first resources to go are often advertising and public relations, however, John Crane Ltd opened a PR department in-house a year ago, ensuring the company name would regularly be in the trade and consumer press.  What's more, the department offers its services free of charge to John Crane Ltd retailers too.

Aspen PR, as the new arm is called, works closely with any retailers looking for a little extra help.  New stores are opening and expanding all the time and the experience at Aspen PR not only ensures company news is disseminated to the relevant press but also comes up with ideas for campaigns and ways to get the retailer noticed.  Most recently, we linked a retailer with a school for a sponsored cycle ride.  Having tiny tots on push-along bikes was an instant draw for the press and the "ahh factor" ensured great coverage for the store in its local papers!

The company has recently returned from a successful Toy Fair and also Spring Fair, and with positive comments on near to 100 new lines we're looking forward to another triumphant and award winning year!

To find out more about the toys at John Crane Ltd, you can view the entire range at www.john-crane.co.uk and information on becoming a  retailer can be gained by calling 01604 77 49 49.

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