More Playtime: Back to Toys with Tyco

Part of a board of four of the UK subsidiary of Tyco Toys Inc. of the USA I was drafted in to improve our retail presence and distribution, Tyco_Toys_marketingalong with improving consumer
advertising and promotion. As Marketing Director and responsible for consumer marketing, trade marketing and quality assurance, I improved media efficiency, made our investment in our retail customers’ stores more effective, removed slow-moving product lines and initiated the regular reporting and analysis of profitability by customer, as one of our larger customers was actually losing us money.

Event management was a major part of the role. Toy Fair Tyco Toy Fair Standpresence was more commercially-focussedTyco_Rebound and represented a major investment for the company as we consolidated our strong local market position with a 450mstand to launch dramatically our new products.

Heavily involved in PR, I managed a product line recall as well as more positive, pro-active activities, such as product launches.

I also became heavily involved in UK/European product line development and forging closer relations with our US parent company.

Overall we turned the business around from significant losses to returning a net profit of over £1m, all in 18 months, before the parent company was  bought out by a competitor, Mattel.


About the author: Chris Coyne

A customer experience, sales and marketing consultant with broad experience of multiple markets and board-level job functions. His mission is to help clients to profit from delivering better customer experiences. He impacts on business performance in terms of sales improvement, marketing outsourcing and telemarketing/customer service transformations. Typically this is achieved through audits, consultancy, training and programme delivery.