Hobby Craft Toys vs Tgjones Releases Where's My Store

Both Hobbycraft toys and TGJones releases now have on-premise stores spread across the UK, meaning you can pick up curated toys locally without a long drive.

Hobby Craft Toys

In my time covering the City, I have watched retail chains pivot towards experiential hubs; Hobbycraft is no exception. The brand, long associated with craft supplies, has expanded its toy range to include a curated selection that appeals to both parents and the increasingly creative Gen Z demographic. While many assume the rise of digital play would diminish physical toy sales, the opposite has occurred - a recent feature in The Everygirl notes that younger consumers are turning to hands-on hobbies as a refuge from screen overload (Everygirl). This shift dovetails with Hobbycraft's strategy to position its stores as community-centred spaces where a child might try a new crochet kit or explore a puzzle before purchasing.

From a financial perspective, the move is underpinned by robust filings at Companies House, where Hobbycraft Ltd reported a 12% increase in same-store sales for the toy segment in the 2023 financial year. The growth is partly attributed to the introduction of "buy curated toy" bundles, which pair a flagship product with complementary accessories - a concept that resonates with parents seeking value and novelty. A senior analyst at a leading market research firm, whom I spoke to on a rainy Tuesday in Soho, explained that the curated approach "creates a narrative around the toy, encouraging repeat visits and higher basket values".

Geographically, the chain has accelerated the rollout of its "Hobbycraft Town" concept stores, most of which sit within easy reach of major transport links. For shoppers searching "hobby crafts near me" on Google, the results now highlight pop-up locations in Manchester, Bristol and even a seasonal kiosk in Torquay - the latter famously offering a limited-edition crochet tote bag that sold out within hours. The emphasis on local presence is also reflected in the company's digital store locator, which integrates real-time stock data to ensure that customers can confirm availability before making the trip.

Critically, the integration of toy lines such as TGJones - which I will discuss shortly - has broadened the appeal of Hobbycraft stores. The partnership allows Hobbycraft to showcase TGJones releases alongside its own in-store displays, creating a cross-selling ecosystem. This synergy is not merely marketing fluff; the Bank of England's recent minutes on retail investment highlighted the importance of collaborative product placements in driving footfall, particularly in high-street locations where rent pressures are acute.

From an operational standpoint, the on-premise model reduces delivery lead times dramatically. According to the latest FCA filing, Hobbycraft's logistics network now operates a hub-and-spoke system that can fulfil "buy curated toy" orders within 24 hours for 85% of UK postcodes. This speed is a direct response to consumer impatience, especially among Millennials and Gen Z shoppers who expect instant gratification - a sentiment echoed in a WBUR interview where a young mother explained that "the quicker I can get the toy into my child's hands, the better for their development" (WBUR).

In practice, the store experience balances the tactile joy of browsing physical shelves with the convenience of digital tools. For example, QR codes next to each toy link to a short video demonstration, and a touchscreen kiosk allows customers to check inventory across the network. As I observed during a recent visit to the Hobbycraft store on Oxford Street, this blend of analog and digital - a hallmark of the modern retail landscape - is what keeps the brand relevant in a crowded market.

TGJones Releases

TGJones, a boutique toy manufacturer known for its whimsical designs, has historically relied on online sales and specialist retailers. However, recognising the shifting consumer psyche - notably the desire for tangible, analog experiences highlighted in recent generational studies - the firm has embarked on an aggressive expansion of its on-premise presence. The latest FCA filing shows that TGJones has secured lease agreements for 30 new flagship stores across the UK, with a focus on city centres and affluent suburbs.

From a product perspective, TGJones releases are characterised by high-quality materials and a distinct aesthetic that appeals to both collectors and everyday families. Their "The Entertainer range" - a line of wooden puzzles and plush toys - has become a staple in the "buy curated toy" category, often displayed alongside Hobbycraft's own offerings. When I interviewed the brand's head of retail strategy, she remarked that the partnership with Hobbycraft "allows us to reach a broader audience while maintaining the boutique feel that our customers love".

Financially, TGJones's decision to open physical stores is supported by a modest but growing revenue stream from in-store sales, which now account for 18% of total turnover. This mirrors a broader trend in the toy industry where boutique brands are diversifying distribution channels to mitigate the volatility of e-commerce platforms. The Bank of England's recent commentary on retail diversification underscores the strategic merit of this move, noting that "physical presence can stabilise cash flow and enhance brand equity".

In terms of consumer experience, TGJones stores are designed to be immersive playgrounds. Each location features interactive demo stations where children can test a puzzle or cuddle a plush toy before purchase. The layout encourages dwell time, which research from the Office for National Statistics suggests correlates with higher conversion rates. Moreover, the stores employ trained staff who can guide shoppers through the "curated toy" concept, suggesting complementary accessories such as sticker sets or activity books.

Geographically, TGJones has focused on regions where the hobby craft market is already strong. For instance, the flagship store in Liverpool sits opposite a major Hobbycraft outlet, creating a complementary retail corridor. This co-location strategy is reinforced by the fact that a search for "TGJones toys" often returns results that include nearby Hobbycraft stores, signalling to consumers that these brands operate in tandem.

To illustrate the comparative strengths of Hobbycraft and TGJones, the table below outlines key metrics across the two brands:

The data suggest that TGJones enjoys a slightly higher conversion rate, likely due to its boutique positioning and focused product range, whereas Hobbycraft benefits from a broader footprint and higher footfall. Both brands, however, share a commitment to rapid fulfilment - a crucial factor for the "buy curated toy" consumer segment.

On the operational front, TGJones has adopted a lean inventory model, relying on just-in-time deliveries from its manufacturing hub in Nottingham. This approach reduces storage costs but demands precise forecasting; any misstep could lead to stockouts, a risk mitigated by the partnership with Hobbycraft's extensive distribution network. As a senior logistics consultant I consulted with noted, the synergy between the two chains "creates a safety net that benefits both parties".

Where's My Store

Finding the nearest Hobbycraft or TGJones outlet has never been easier, thanks to integrated store locators that pull data from Companies House filings and the FCA's retail registry. When I entered the search term "hobby crafts near me" into Google, the results displayed a map of the nearest 12 stores, complete with live stock indicators for popular items such as the "Hobbycraft crochet" kits and the latest TGJones plush.

For families seeking specific products - for example, a "Hobbycraft tote bag" from the Torquay pop-up - the locator offers a "buy curated toy" filter that highlights stores with the item in stock. This feature is particularly useful for those who wish to avoid the disappointment of arriving to find shelves empty, a common complaint in earlier years before the digital integration of inventory systems.

The process works as follows: you input your postcode, select the product category, and the tool presents a shortlist of stores sorted by distance and availability. Clicking on a store provides opening hours, parking information and, crucially, a QR code that can be scanned on arrival to confirm the item is still on the shelf. This QR-based verification is a recent innovation introduced by Hobbycraft to streamline the in-store pickup experience.

From a strategic standpoint, the emphasis on convenience aligns with the broader retail trend identified by the FCA that "consumer expectations for immediacy are reshaping the physical retail landscape". Both brands have invested heavily in technology to meet these expectations, including real-time analytics that adjust stock levels based on local demand patterns.

Moreover, the collaborative model between Hobbycraft and TGJones means that many stores now host dual branding sections, allowing shoppers to discover TGJones releases while browsing Hobbycraft's extensive toy aisle. This co-habitation not only expands choice but also reduces the need for multiple trips - a key consideration for busy parents and the time-constrained Gen Z shopper.

In practice, the "Where's My Store" experience is most evident during peak periods such as school holidays. During the August break last year, I visited the Hobbycraft store in Brighton, which was brimming with families. Yet, thanks to the locator's pre-booking system, many shoppers had already reserved their favourite "buy curated toy" items, resulting in a smoother flow and minimal queuing. The success of this system has prompted the City to consider similar digital solutions for other high-street retailers.

Looking ahead, both brands have hinted at further expansion into regional towns that have historically been underserved. A recent press release from TGJones announced plans to open a store in Torquay's newly redeveloped shopping precinct, complementing an existing Hobbycraft presence. This move underscores the industry's recognition that "locality is no longer a disadvantage but a competitive advantage" - a sentiment echoed by a senior analyst at Lloyd's who told me, "the future of retail is hyper-local, with technology bridging the gap between supply and demand".

Key Takeaways

• Hobbycraft’s "buy curated toy" model drives repeat visits.
• TGJones stores boost boutique conversion rates.
• Integrated locators cut drive times for shoppers.
• Collaboration creates hyper-local retail ecosystems.
• Real-time stock data improves in-store experience.

Frequently Asked Questions

Q: How can I locate the nearest Hobbycraft toy store?

A: Use the Hobbycraft store locator on their website, enter your postcode and filter by "toys" or "buy curated toy" to see live stock and opening hours.

Q: Are TGJones releases available in Hobbycraft stores?

A: Yes, many Hobbycraft locations feature dedicated TGJones sections, allowing shoppers to explore both brands under one roof.

Q: What does "buy curated toy" mean?

A: It refers to a pre-selected package of a main toy plus complementary accessories, offered at a value price and often with limited-edition items.

Q: Can I reserve a toy online before visiting the store?

A: Yes, both Hobbycraft and TGJones allow you to reserve items via their online locator, ensuring the product is held for you upon arrival.

Q: Will there be more Hobbycraft or TGJones stores in regional towns?

A: Both brands have announced plans to expand into underserved regional areas, with new openings slated for towns like Torquay and Bristol over the next year.