Toy wholesaler, Kaleidoscope, is opening up to a wider market with the launch of its new branch, Kaleidoscope Lifestyle.
Focusing on products not in the toy category including bedroom décor and clothing, Kaleidoscope Lifestyle will launch at Reed Gift Fairs Sydney February show with a separate stand next to Kaleidoscope.
The initiative will allow products to stand out in their respective categories through appropriate displays such as bedroom setting on the trade fair stand.
“I could just see that there was an opening for lifestyle products,” says Jos Benner, Kaleidoscope managing director. “The gift area of our business is growing. We initially started out as toy wholesalers but a lot of our customers now are gift stores who have branched into toy products and can absorb more lifestyle products, and they fit very well into their ranges.”
Kaleidoscope Lifestyle was also inspired by a similar move from one of Kaleidoscope’s main brands, Djeco, as it has also set up a branch for bedroom décor called Little Big Room.
“That was an opportunity for us to… make a lifestyle area so we can highlight and showcase those brands that can sometimes get lost in the toy area,” she adds.
It’s hoped Kaleidoscope Lifestyle will also open the business to a wider customer base and attract retailers that sell products other than toys.
“There’d be a lot of people who’d walk past us and think ‘oh yes toys’, however, if they are something like a homewares store the fact that we have quilts, pillows, lampshades, night lights for children would be highly attractive but they’re not going to see that amongst the toys [so] we’ve got it set up in a bedroom.”
