It’s coming up to that time of the year when we have to start thinking about buying toys and games for our kids, families and our friends. And I don’t know about the rest of you but even the thought of it fills me with fear and trepidation.
As part of my preparation, I spent some time over the last three days visiting a number of Toys R Us and Wal-Mart stores as well as both their websites to see what’s going on. And the news from the front is that both of these titans are winding themselves up for another massive battle for the hearts, minds and wallets of holiday consumers nationwide.
Here’s a brief and honest 10-point assessment of where I believe they both stand from a branding perspective:
So what conclusions can we come to as a result of all this toy tripping?
1. Both these retail giants do an extra-ordinary job in the toy category but they do a different job. Toys R Us sells the interactive experience as well as the product, Wal-Mart sells the product and the price.
2. Deciding on where to buy really depends on the mindset of the consumer:
a. If you are looking to make an outing of it with your kids to look for possible gifts, go to Toys R Us and you will not be disappointed.
b. If you want to be in ‘n out, you already know what you want, and have other non-toy items to buy, go to Wal-Mart. It’s a no-brainer.
c. If you are ‘clueless and easily overwhelmed’ about toys, my recommendation would be to go to Wal-Mart or to walmart.com as it will be less stressful
3. You should not spend much time worrying about the price you will pay at these retailers. They have teams monitoring price competitiveness so that you don’t need to. Low price is a given, especially over the next 10 weeks.
4. Personally, I like the Wal-Mart website. The navigation system is easy and the pages relatively clear of sales fluff. It’s a more calming experience than toysrus.com but I stress that this is a totally personal point of view
Resting after my study trips, I am left with clear admiration for both these two retailers who are as different as chalk and cheese…
Toys R Us blows a mighty powerful and impressive trumpet on the toy front. Neither their website nor their stores are always fun (certainly not the Holiday Express stores) but they are indeed what they say they are – THE toy authority and good luck to them.
And as for Wal-Mart, (the retailer many of us hated but now love to love), they are equally focused and imposing. Wal-Mart is the cultural glue of the country, way beyond the business of toys but their mantra of “save money, live better” absolutely comes to life in the toy category.
As for me, I’m going on-line to buy my toys this year. It’s more dignified, there are no crowds and no schlepping involved. What more can a man ask for?
Simon Williams
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