With one towel,a host of imported gadgety stuff and twelve months of realising we weren't the only one's selling "off the shelf" products from China we went back to the drawing board in a bid to define a new strategy. After several beers - at the time it was a pre-requisite of all board meetings that they be held in a pub - we hit on our DCA (Defensible Competitive Advantage). We summed this up in our strapline "Great Brands Brought to Life". We also decided to focus on the toy market, which we found out was worth about $80billion in sales worldwide and seemed a natural fit with our mental ages. Plus it has a history of resilience in a recession. Umm, could be handy. But what probably drove us more than any other thing was our resolute desire to create toys that stood-out from the traditional and expected.
We wanted kids and their families to experience that surge of excitement you get when you see something new and wonderful for the first time. We wanted to create toys with the "Wow Factor". And to show our customers how Wow they are we created The Demonstration Academy. An exceptional team of Demonstration Artists trained in the Wow! Stuff Way of bringing our toys to life. These artists demonstrate our unique Stuff in our retail partners stores every Christmas. Along the way we bought a video technology company to demonstrate our Stuff on the web and on in-store video screens here and abroad. Nowadays we do all sorts of fancy things with in-store webcams to better understand consumer behaviour and why people like and buy our Stuff. For the first 5 years we sold our Stuff in the UK only but in 2011 we decided to travel to other countries and found that they also liked our Stuff. And because we own or have exclusive rights to IP (Intellectual Property) we now sell our Stuff around the world.