Toi-Toys

Toi-Toys is the largest importer of affordable toys in Europe. The company has specialized in offering attractive toys for over thirty years, particularly excelling in the lower price range, thus making toys accessible to every child. With warehouses spanning over 60,000 square meters, they supply 2,400 products to more than 50 countries. Their range includes trendy, high-quality, and quickly marketable toys that allow for healthy margins. They offer a wide assortment, from cars, baby toys, and coloring books to games, dolls, and outdoor toys. The director/owner is Rob Rooijackers, who is also our client.

The Challenge

Over the years, Toi-Toys has evolved from an import wholesaler to a partner of major retail chains. The rapidly changing market conditions and its growth ambitions prompted a thorough review of the strategy, commercial structure, and organization. Two questions were central to this review: is my organization future-proof, and what professionalization steps need to be taken?

The Solution

To comprehensively address these questions, Sales Improvement Group initiated a Sales Improvement Analysis in late 2019. Led by Léon Heijneman (Sales Improver), this analysis, along with input from the management team, led to key recommendations and improvement points being integrated into a pragmatic action plan. After redefining the Mission, Vision, Core Values, and Strategy, short- and long-term goals were established. The organizational structure was also scrutinized and improved where necessary. To broaden and deepen the responsibility for all actions, a "Middle Management" tier was established. In late 2020, Pieter Melters (Sales Trainer) began the Sales Training Analysis, which resulted in training sessions for both the sales team and management team.

The result

• A clear direction has been established with increased focus on relevant markets, countries, and customers for Toi-Toys.
• The organization now operates professionally with clear job descriptions and responsibilities, significantly improving internal communication.
• There is greater insight into all processes and activities, leading to better steering capabilities.
• Thanks to management training, leaders are better equipped to communicate effectively with their teams and coach them through a management by objectives (MBO) approach, leading to intrinsic motivation among employees and improved team performance.
• There is a shift towards a customer-centric approach throughout the organization, not just among account managers.
• Account managers have gained improved skills, enabling them to better engage with major retail chains, resulting in improved sales performance.
• Toi-Toys is better equipped to anticipate opportunities and threats swiftly.
• Improved consolidation of improvements and developments.

"The collaboration with SIG has certainly helped us make our organization future-proof", said Rob Rooijackers