As we develop The Toy Universe, we intend to place some focus on businesses within our industry and call out some of their achievements, advances and put focus on some of the people who lead these organisations. Today we are catching up with Darren Hunter who owns and runs All Brand Toys in Queensland. Darren is a toy veteran and began his career as a Sales Rep/Manager with Playcorp. He then began an agency business which became a partner of All Brands before he assumed ownership. All Brands are a high-profile Wholesaler and Distributor and are fortunate to represent many global brands whilst also developing their own products. Darren can be very proud of his achievements and longevity in the business. Toys are challenging and require a sound understanding of business and the market. We began by asking Darren about his time in the toy business:
Darren, you began as a rep with Playcorp and then ran your own agency before connecting with All Brand Toys, what are you most proud of during your time in Toys?
Yes started back in 1989 at Playcorp and learnt from the likes of Dave Hendy, David Tolmer, Glenn McLean, Jeff Keighran — all these guys who are still in the industry now. I think being able to go on and have my own business is the most thing I am proud about – definitely not easy and has it’s challenges.
You have won some highly recognised awards over recent years for All Brands Toys. What do they mean to you, your team and your business?
They mean a lot to the business. Let’s be honest, they are not my products, nor did I invent them, but to be able to partner with some great Manufacturers has enabled us to win those awards. What it does show is All Brands Toys can do the job and ensure product is out in the marketplace.
What has been your philosophy when building your product portfolio? How have you sold yourself and your business as a sound and trusted partner?
There is never a shortage of toys as we know. I think high profile brands is a good start. We specialise in the independent channel, and we love that space — so when we do partner with someone, we want to be owning that space with them. We are exclusive distributors/wholesalers for some very large manufacturers, and we are getting the job done. I have a great team of people who I trust and understand how important supplier relationships are.
Darren, after more than two years of dealing with the global Pandemic, what measures have you adopted to stay positive yourself and what assistance have you been able to provide to your team?
To be honest we have been very very lucky up here in Queensland. It’s really been business as normal in Brisbane — we have never had to work from home so the business has been able to keep running normally. So very fortunate compared to other States.
What’s your outlook for 2022?
Well, it’s now March and what I thought might happen has totally changed already. I really really don’t know to be honest — it’s obvious this year will have its challenges — I just hope we can sell lots of toys and our retail customers have another strong 12 months sales.
Your retail distribution channels are diverse and include Toy, Gift, Pharmacy and News. How do you see the independent retailers role as part of the overall Industry landscape?
I truly believe it’s very important. I have said it for years and I will say it again — the independent channel is underestimated and there is no better channel to build a brand. They are at the coalface with customers hearing all the questions/feedback etc and this is critical I think in our industry.
Can you give us a quick rundown on some of your more prominent lines for the 2022 year ahead?
We have a great line of product for 2022. I suppose if you were to narrow things down Disney Mini Brands is shaping up to be quite big, XSHOT Skins is a game changer and Robo Alive is looking as strong as ever. Gabby’s Dollhouse, Tech Deck, Rubik’s, Paw Patrol, Kinetic Sand, Monster Jam just to name a few are looking as strong as ever from Spin Master who we have a strong partnership with.
How do you see social media and these new online platforms as part of your marketing mix?
It’s not something we need to use. Our suppliers are the experts in this space to obviously build brand awareness etc — our job is to sell, sell, sell.
Do you have a view on the global toy trade shows? What sort of structure would suit your business best?
It’s not something that bothers me to be honest. I just go with the flow. I have seen correspondence from Andrew Hendy regarding less fairs and what he says makes 100% sense.
Great to speak with you Darren, it’s good for the industry to have passionate and committed personalities like yourself as part of our business. All the best for 2022 and beyond for All Brands Toys!
