KEY POINTS:
One of Santa's busiest elves, Paul Hodgkiss, says the worst thing about his job as a buyer for Toyworld is there are "too many toys to play with and too little time".
The 35-year-old began his career in a Sheffield toy store in his native England 17 years
ago.
What is your year like?
I spend most of it looking into the future trying to predict and plan, at the same time reacting to what is happening and adjusting those predictions.
The toy industry year revolves around Christmas and, in April and May this year, I was in Hong Kong and China doing showroom and factory visits. I buy for Australian Toyworld stores too so I travel around the US in August. October is preview season for the major American companies. In November, I travel to Australia to see suppliers then back to Hong Kong early January and on to Nuremberg, Germany, for Europe's largest toy show.
Have any predictions gone wrong?
I think the worst experience we've ever had were the toys from Star Wars Episode 1: The Phantom Menace. They were hyped up as the greatest thing ever but hardly sold.
Generally, everything will sell, it just matters if the price is right.
How do you decide what to order?
Is it fun? Does it have great play value and what elements of learning are in there? I then get to a combination of products that have a history of selling on previous years and a gut feeling on what could sell. I'm passionate about finding great toys , the toys we all remember as kids we just loved and played with until we wore them out.
What are the best toys you remember as a child ?
Growing up in England around Christmas time in the winter, board games were always big.
When do you order ?
Product selections can start as much as 18 months' ahead, but, generally, we start planning purchases about six to eight months in advance.
Where do you get your ideas from?
Staff and observation. I pay attention to what children like on television, music, books and magazines and, increasingly, the internet, as these all influence choice ... and on general consumer trends.
Which countries' trends does Toyworld follow?
I really try to keep focused on what the New Zealand market trends are as it's a classic mistake to presume what works in one country will work in another. That said, as toy manufacturing is a global industry most English language toys are developed for the US and UK markets so I keep an eye on those and also Australia for trends and innovation.
So what are the toys that traditionally sell well in NZ ?
Trampolines and gym sets and outdoor-type things always seem to go at this time of year. Thomas the Tank Engine sets and Lego are great - they build a child's creativity.
