Toy Story 2

My children have so many more toys than I ever had. I’m know the same holds true for many families, but not all. Toys have become plentiful (except when trying to source this year’s Christmas must have!). Many have simply become more affordable, birthday parties involve lots of present swapping, and, you can expect to ‘inherit’ a considerable amount from relatives and friends.

But as our youngest grows up, the toys we have are being outgrown. We are last in-line and without younger children in our circle there is no-one for us to pass them on to. We are drowning in a sea of brightly coloured plastic. The time of a constant need to declutter has descended upon us. Accompanied by the dilemma of how. Not just the toys, but clothes and baby paraphernalia too. Charity shop? Church play group? Recycle? eBay? The bin? These things are in great condition. Who will make best use of them? How do I ensure they don’t end up in land fill?

BigTrak. ? User MartinLing on Wikipedia

In steps major retailer. ‘We believe every toy should be played with’. The promise of an offer to ensure your second hand toys reach a good home. It’s not financially worthwhile, but seeing they’ve partnered with a leading children’s charity seals the deal for me and my wife.

The following weekend is an emotional one. We fill many bags. Carefully picking the best to be delivered to the retailer. It’s emotional because every single toy brings with it a series of memories. Each toy marks a time in our children’s lives. Each toy has a connection.

Speak & Spell ? Bill Bertram 2006, CC-BY-2.5

My wife takes the toys to said retailer and reports back. “I went in with the bags, and the first guy I spoke to didn’t know anything about it”. “Same with the next two” she says, suitably unimpressed. “They didn’t even attempt to help me”. “Then someone shouted right across the store – ‘Just tell her to dump the bags over there’”. Hearing her story, I’m not very impressed either. We loved those things! In fact, I start wondering if with that attitude the toys will just be going in the bin out back a little later. And I still do.

 It seems the retailer has purpose, but has failed in engaging its own people in it (well, within our limited sample at least and I'm sure this is an isolated case). What does this mean ? Well to quote my colleague Sam Hollis “Many of our purchases are driven by a desire for instant gratification. But while instant gratification can drive a purchase, it won’t lead to loyalty.” My own loyalty to this retailer is now in question too.

My thought is this. Purpose is pointless without your people. It starts with leadership, but the front line is where you win or lose. And after you are done playing with your toys, a few good bedtime stories might help. Help your people share their own relevant experiences and emotions. It will help them to connect with the importance of the experiences and emotions of their customers.

Anyone for Twister?