Stanley is the latest brand that I have seen cross into a retail offering. If the John Deere experience of a year or two back is anything to go by, Stanley will do very well because of the multi-layered appeal … as a straight out kids product and as a product that an adult who loves and uses the brand will buy for kids to bring them into their world.
It is terrific seeing adult brands leverage brand awareness for products we can sell as part of a toy / craft pitch.
Newsagencies are well placed to leverage opportunities in this area, as the John Deere launch showed. It was great at new traffic generation and shop floor impulse purchases, because of existing brand awareness and respect.
The gift segment of our businesses continues to evolve, which is good for businesses – especially as specialisation is more important than ever. Opportunities abound.