AboutMary Ann Everett Expertise I have extensive knowledge of the marketing and retailing of specialty toys. I work on a daily basis with the key manufacturers and that produce the quality playthings that will become your child`s favorite for years to come. I also work with the independent toy stores that provide these safe, educational and fun toys to discerning consumers in the US market.
Experience With 25 years experience in the specialty toy industry, I currently run Toy Collection Catalog, delivering marketing success to the specialty toy industry.
Organizations Member ASTRA, American Specialty Retailing Association
Question I will be selling vinyl dolls and am trying to determine a good price for them. Can you please tell me the typical price mark-up rate for dolls?
Answer Dear Anita,
While collector dolls or limited editions might vary, specialty dolls typically work on a 50% margin at retail. So if you sell dolls at wholesale for $10, specialty stores will retail it for $20. Catalogs might make the retail a bit higher and higher volume stores might make it a little lower. Or both might keep the retail at $20 and want to buy it from you for less than $10.
To help you determine the viability of bringing a product to market, work backwards. What do you think the perceived retail value of the item is at retail? Does it look like a $50 doll for instance? Then figure a specialty shop will buy for $25, but expect larger accounts to ask for a 5-10% discount. The figure that you will need to manufacture or import the items to have in the US and at your warehouse ready to ship at a $12-$15 "landed cost" for you to make enough margin on it.
I hope this general outline is helpful. When you are ready to do your business plan, it would be wise to hire a business consultant that can help you see how the numbers need to look for your venture to be profitable.
