Homeenter Adds Lego

Foto: joeshlabotnik, CC-licens

In November, mail-order club Homeenter started selling Lego to its club members. The toy was added to Homeenter's existing roster, which includes other well-known brands such as Disney and Hello Kitty. 

"We want to have high-quality products and strong brands sell well," says Karin Rydberg, sales director at Homeenter. "Lego goes hand in hand with our values of having creative learning products for children."

It's no accident that the company has chosen to focus on the toy market now.

"In other parts of Europe, Germany for example, Internet sales of toys has taken off in recent years and now Swedish consumers are expected to follow the pattern," says Rydberg. "We see the market expanding on the Internet and it's exciting."

The target group for club members is primarily the Barnens filmklubb - the Children's Movie Club - and Swedisha nd Finnish customers buy the most since Homeenter is biggest in those two countries.

"We sell the products in the existing clubs as add-on sales, giving customers a bigger selection and enabling them to save on shipping costs for more products," says Rydberg. "Many customers also by smaller, cheaper products like armbands and temporary tattoos, which are easy to add to an order."

The toys are marketed to members through the club magazine and on the website.

"We work more and more with branding concepts," says Rydberg. "So when Toy Story is released on DVD and blu-ray, we market the movie together with the ancillary products - bags, school supplies, scarves, toys, etc."

And customers will likely continue to buy toys the same time they buy the films.

"We're considering adding more famous brands," says Rydberg. "We sold more toys than expected in 2010 and for now, the future of toys is bright at Homeenter." 

Photo: joeshlabotnik, CC-licens