Click Europe has opened a TikTok Shop and has welcomed experienced retailer and presenter Edd Charlton to champion the brand online.
Click Europe has launched its first-ever TikTok Shop, selling directly to consumers. Drawing on its family heritage, the TikTok shop has been branded Finch’s Family Toy Shop and will bring together all of Click’s own brand of toys, in addition to clearance and other well-known toy brands.
Click Europe has hired experienced retailer and commercially focused buyer Edd Charlton, who was a former toy buyer for Fenwick Group, as well as an established presenter for TV, online and social channels. Edd has vast experience across TikTok and regularly works on QVC as a guest host, having earned himself the title of The Retail Specialist.
Edd said: “Having worked as a senior buyer for many years, I am delighted to be back involved with the toy industry. I left the retail sector to pursue my dream career in presenting and I continue to love every second. I am extremely grateful to be working across multiple TV channels and social campaigns. When the opportunity came from Click to merge my two careers together I couldn’t say no. I am excited to be bringing live streams and content to the channel.”
Edd will be led by current Marketing director Regan Anderton, with over 25 years experience in direct and digital comms and planning. Regan has been a key part of the Click team for just over three years. Recent successes include Click’s Boppi Round Jigsaw puzzles being featured on ITV’s This Morning for the Children’s Must Have Christmas Gift list, and the successful launch of the company’s Brand Ambassador programme, engaging loyal influencers in long-term collaborations.
Regan commented: “TikTok is a new channel for us to engage with, and so it was important that we found the right person to represent our brand. Edd brings an abundance of energy, fun and has a true passion for toys which will help to pull together all that we have for our growing TikTok community. It’s great to have him on the team.”
Starting with a robust strategy for the platform has been important for Click to ensure a long-term revenue opportunity, but also one that doesn’t hinder its current wholesale relationships. The company will be ensuring discounts are offered as flash sales, through lives and TikTok campaigns, so as not to impact upon RRPs and Google price points.
Managing director Steve Finch, added: “Whilst this is an exciting time for us to push in to retail outside of Amazon, it’s also my key priority to ensure we don’t do anything to negatively impact our current wholesale clients. With the robust strategy we have spent time working on, this will ensure that doesn’t happen. We have big plans for our own brands over the next five years, and it’s exciting to have a great team onboard to go on that journey with.”