In short
A good UK toy wholesaler sells genuine branded toys that carry the UKCA or CE mark, is clear about its minimum order and prices before you commit, offers seasonal ranges ahead of the season, and supplies trade customers only. Compare wholesalers on those points, then on payment terms and delivery.
By Shearn Group LTD · Updated
Start with the brands
Toys sell on recognition. A child asks for a character or a brand by name, so a range of names people already know will turn over faster than unbranded lines at a lower cost price.
Ask any wholesaler which brands they carry regularly and which only appear as one-off parcels. Both are useful: regular lines keep a shelf consistent, and one-off clearance parcels give you promotions and margin.
Check the safety marking
Toys sold in Great Britain must meet the Toys (Safety) Regulations 2011 and carry the UKCA or CE mark, along with the name and address of the manufacturer or importer. Toys sold in Northern Ireland must carry the CE mark.
As the retailer you share responsibility for what you put on sale, so buy from a wholesaler that deals in genuine branded stock and can tell you where it came from.
Understand the minimum order
Minimum orders vary widely. Cash & carries and small-order wholesalers may have no minimum at all, while distributors that buy in volume usually set one, often in the thousands of pounds, and pass on a lower unit price in return.
What matters is whether you can reach the minimum with stock you will actually sell. Ask whether the minimum can be mixed across categories, because a mixed order is far easier to reach than a single-category one.
Compare price on margin, not on cost
A low cost price is only useful if the retail price holds. Work out the margin at the price you expect to sell for, including VAT and delivery, and compare wholesalers on that figure.
Ask about seasonal timing
Most toy sales fall in the run-up to Christmas, with smaller peaks at Easter and over the summer. Seasonal stock needs to be on your shelves well before the peak, so ask when each wholesaler releases its seasonal ranges and how you will be told.
Questions to ask before you apply
- Do you supply trade customers only?
- What is the minimum order, and can it be mixed across categories?
- How will I see what is in stock: a price list, offer sheets, a website?
- How do I pay, and is payment due before dispatch?
- Where do you deliver, and how is delivery charged?
- How long does an account application take?
Where Shearn Group fits
Shearn Group is a UK toy wholesaler and distributor supplying trade customers only. The minimum order is £5,000 + VAT and can be mixed across toys, FMCG and confectionery. Payment is by bank transfer, delivery covers the whole of the UK, and trade account applications are answered within 2–3 working days.