Best independent toy retailer

19th February 2016

Leading retailer Aladdins Cave has been voted 2016 Independent Toy Retailer of the Year at the 51st Toy Industry Awards.

Organised by the British Toy & Hobby Association (BTHA) with the Toy Retailers Association (TRA) – the awards were presented following the first day of the 63rd annual Toy Fair which recently took place at Olympia in West London.  ‘Toy of the Year’ was awarded to Pie Face, whilst Lego was awarded ‘Supplier of the Year’.  But it was Oi’s client – the local, family-owned business Aladdins Cave, which was awarded ‘Independent Toy Retailer of the Year’.

Oi has developed a creative campaign to highlight Aladdins Cave as the best Independent Toy Retailer in Britain. Using bespoke photography with big brand toys having a party as they admire the award, the activity is running across social media, in-store and PR.

Jason Mahy, joint Managing Director of Aladdin’s Cave, said winning the award was testimony to the way the business and its 49 staff have worked together to provide customers with excellent value and choice backed up by friendly, personal service.

‘Congratulations to our sales team who deserve this award in recognition of their hard work.  We have very exciting plans to further improve the store over the coming months, and this award will only help to strengthen our resolve to go on pushing the boundaries of what we can achieve,’ he said.

Phil Ratcliffe, Chairman of the BTHA, said it was pleasing to see an increase in entries this year, especially from the independent sector and UK department stores.

‘The judges deliberated long and hard to find this year’s winners because of the very high standard of entries received,’ he added.

Alan Simpson, Chairman of the TRA, added: “Those companies who were selected by our panel as worthy winners this year have each made unique contributions to the success of our industry with new standards of excellence in licence marketing, toy design, innovation and service.’

Aladdin’s Cave has been a client of Oi since 2006 and is a real local retail success story. Established by Eric and Margaret Mahy in 1979, the business has expanded from its humble beginnings as a camping and outdoor store to now span over 40,000 sq ft with over 20,000 products, including the largest selection of toys on the island.