Parents know too well the agonising wait before the little one clocks the magazines whilst queuing near the till. Worse still is paying what feels like a small fortune for the toy inside to break in minutes and then discarded to landfill in a short space of time.
A lot of noise this week about Waitrose’s move to remove plastic toys from the front cover of the magazine. Great PR spin is rumoured given it took not a trading director, nor a CSR manager to make the difference in the decision making process… but a 10year old child.
This spin has left retailers scratching their chins a bit, as word is that removing toys from mags really won’t make that much of a difference in what is a declining category.
Abdul Majid MBE said “Good PR by Waitrose using something that is in rapid decline to put a positive spin on what was pocket money comics – is now far too expensive for most families”
Dee Sedandi said “I don’t think this will have an impact. My sales of magazines are in decline, even during lockdown. It is a start towards a change which needs to happen for the good of the planet”
WHAT NEXT FOR MAGS?
This week, we’ve seen first hand an innovative merchandising idea for magazines installed to give more room to faster moving lines. As part of a store refit, Susan and Sara Connolly were showing us around the beautiful new look store. Mags no longer take up an entire horizontal bay but are on a much smaller footprint turning unit that turns to still give shoppers full visibility.
Susan said “These magazines produce too much plastic waste. Magazines are struggling enough at the moment and I see that highlighting the plastic issue will just decrease sales further. If alternate products can be easily sourced and produced then I believe that it could be a good way of relaunching kids magazines and try to increase sales”.
WATCH THE STORE VISIT BELOW
Rav Garcha said “Not sure I care too much about the sales of these mags with toys. We put them with the sweets, not mags, for the extra impulse buy”.