Abstract
This year it is estimated that we in tills country will spend £330 million on toys, according to David Brown, general manager of British Lego. Traditionally the sale of toys has been conducted through the specialist toy retailer. Over the past thirty years or so, others have encroached on this lucrative market. What guarantee has the toy specialist, or any specialist trader for that matter, that manufacturers and distributors will treat them fairly, in the light of their low budgets, off‐centre sites and small stock rooms? Will the specialist suffer at peak seasons because delivery to large general retail outlets will take priority over his slower sales outlet?
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