retailsellingstrategy

How Small Toy Brands Can Pitch to Convenience Chains: Lessons from Asda Express Expansion

ggoogly

2026-02-10

9 min read

Actionable pitch & merchandising checklist for toy brands to win space in Asda Express and other convenience stores in 2026.

Hook: You’ve got cute, high-turn toys — now get them onto the tiny shelves that matter

Getting stocked in small-format convenience stores is a different game from pitching supermarkets or marketplaces. Space is tight, speed matters, and buyers want tiny SKUs that turn fast. If you’re a small toy brand wondering how to pitch to convenience chains like Asda Express — which passed the 500-store milestone in early 2026 — this guide gives a step-by-step playbook plus an actionable merchandising checklist to win shelf space and keep it.

The opportunity in 2026: why convenience chains matter for toy suppliers

By 2026 convenience retail has become an increasingly strategic channel for low-price, high-margin impulse categories. Chains such as Asda Express expanded rapidly in late 2025 and early 2026, pushing beyond 500 small-format stores as they chase urban shoppers and quick-trip baskets.

“Asda Express has launched two new stores, taking its total number of convenience stores to more than 500.” — Retail Gazette, Jan 2026

That means more shelf doors for your toys — but a very specific set of stocking requirements and expectations.

Top-level pitch priorities: what buyers at convenience chains actually care about

Velocity — units sold per week; impulse toys must move quickly.
Margin — both gross margin and how your price fits in an impulse basket.
Pack size & shelving — space-efficient, shelf- or peg-ready packaging.
Replenishment & logistics — short lead times, pallet/box dimensions and low MOQ options.
Marketing support — POS, counter displays and seasonal promos that stimulate trial.

Before you pitch: data and sample prepping (do this first)

Don’t walk into a buyer meeting with only a fancy brochure. Prepare a compact, data-driven folder that answers retailer questions in 60 seconds:

One-page sell sheet — SKU, UPC/EAN, RRP, wholesale price, recommended retail placement (checkout, seasonal bay), and suggested facings.
Velocity forecast — expected units/week and the assumptions behind it (test store sales, ecommerce performance, or category benchmarks).
Logistics summary — MOQ per store, pallet quantities, lead time, pack dimensions, weight and whether you can do direct-to-store (D2S) or require distribution centre handling.
Planogram mock-up — visual of 1x, 2x, 3x facings on peg or shelf; show how product looks in a 30cm bay. (See shelf-ready display kits for examples.)
Promotional calendar — 12-month ideas for NPD, seasonal runs, Dry January tie-ins or back-to-school impulse moments.
Retailer KPIs — target sell-through%, shrink rate, and target turns/year (see recommended targets below).

Sample KPIs and turnover targets for convenience formats (2026 benchmark)

Retailers evaluate new SKUs against concrete numbers. Use these 2026-friendly targets when you pitch:

Weeks of cover (initial launch): 2–4 weeks per store — convenience stores prefer lean initial stock to reduce dead stock risk.
Target turns/year: 8–12 turns/year for impulse toys. High-performing impulse SKUs can exceed 15 turns.
Sell-through rate (first 4 weeks): aim for 40–60% sell-through in the first month in test stores.
Minimum units/week per store: target 2–6 units/week for low-price impulse items (higher for checkout items priced £1–£3).
Shrink tolerance: keep damaged/returned rate under 2% with robust pack design.

Packing and merchandising best practices for small-format stores

Packaging and fixture compatibility make or break a convenience listing. Small-footprint stores want immediate shelf readiness and minimal handling.

1. Shelf-ready, peg-ready and counter-ready formats

Offer peg-hanger blister packs sized for standard 4–8 hook rows (approx. 12cm x 18cm face) for checkout and seasonal pegs.
Provide shelf-ready trays of 12–24 units that collapse into a display tray — ideal for temporary counter displays.
Include a compact counter-top spinner option holding 24–36 units for the till island.

2. Barcodes, pricing and compliance

Use EAN/GTIN barcodes and place them on both the consumer pack and the shipper case.
Add an RRP label area and provide a printable price ticket file for the retailer (see portable label reviews for recommended tools: portable label & printing tools).
Confirm product safety marks and age warnings are visible. In 2026 retailers are strict on compliance to reduce returns.

3. Sustainable packaging wins points

By 2026 many convenience buyers prioritise reduced plastic and recyclable cardboard. Offer a recycled-cardboard blister alternative or a clear note on % recycled material used. It helps at the pitch table and in category reviews — see sustainable packaging & micro-retail playbooks for packaging ideas.

Merchandising checklist: how to present your toy in-store

Use this as the one-page checklist to attach to your pitch.

Placement recommendation: checkout counter or near confectionery/seasonal bay.
Fixture type: peg hook (6–8 per row) + one shelf-ready tray for every 10 stores.
Facing: start with 2–3 facings on peg, 12–24 units in tray.
Price points: £0.99, £1.99, £3.99 or multipacks at £6.99; avoid odd pricing beyond these brackets in convenience.
Packing per case: 12, 24 or 48 units with clear labelling on the case for fast-stow.
POS: one A-board or counter wobble for 10-store sets, profession-grade shelf-strip for launch week.
Replenishment frequency: weekly or fortnightly deliveries available during launch phase.
Return policy: agree on a 60–90 day buy-back for dead stock where possible.
Shrink deterrence: sealed blister packs for small, easily stolen SKUs — pair with anti-theft options in your field kit (field notes & anti-theft gear).

Pricing strategy and retailer margin math

Convenience buyers want to see the margin quickly. Present simple math:

RRP — £1.99
Wholesale cost to retailer — £0.95 (52% margin potential)
Net margin to retailer after rounding and VAT — show gross margin % and suggested promotional pricing.

Also include an alternate price pack: a 4-pack at £6.99 wholesale £3.00 — useful for basket-building and higher average basket value.

Replenishment & logistics: what to promise

Convenience chains demand fast, predictable logistics. At pitch time you should be able to state:

Lead time: typical production-to-D2C is 4–8 weeks; to retail DCs 6–10 weeks. Consider nearshoring options to improve lead times (nearshoring operations).
MOQ per store: offer flexible per-store minimums (e.g., 6–12 units) and per-depot pallet quantities for rollouts.
Distribution options: direct-to-store (preferred) and DC-to-store supported. Provide transit pack labelling and EDI capability if available.
Returns handling: outline your returns and credit policy; willingness to support initial test returns builds trust (see approaches to building trust in field relationships: field guide).

Pitch structure: a 10-minute winning presentation

Buyers are busy. Structure your pitch as a concise, 10-minute presentation followed by immediate answers to the top five questions.

30 seconds: Hook — one-line value proposition (e.g., “Compact impulse toys that turn 10x/year at the checkout.”)
2 minutes: Sales proof — ecommerce numbers, test-store data or comparable category performance.
2 minutes: Logistics & pack detail — MOQ, lead time, pallet qty and pack sizes.
2 minutes: Merchandising & promotional support — POS, launch schedule, planogram image.
2 minutes: Financials — wholesale cost, RRP, retailer margin, revenue per facings estimate.
1 minute: Call to action — pilot with X stores or national roll by quarters; ask for next step.

Sample pitch email (copy, paste, customise)

Use this template when emailing a category buyer:

Subject: Compact impulse toy range — pilot for Asda Express (2–10 store test)

Hi [Buyer name],

I’m [Name], founder at [Brand]. We make compact impulse toys designed for checkout and seasonal bays. We’ve sold 9,000 units online in 2025 with a 12% repeat purchase rate and have 3-month test data showing £2.50 average basket uplift per display.

Attached: one-page sell sheet, planogram mock-up and logistics summary. Key highlights:

RRP: £1.99 — wholesale £0.95

Pack formats: peg blister (12 units/case) and counter tray (24 units/case)

Initial MOQ: 6 units/store — D2S or DC supply available

We can supply POS wobblers for a 10-store pilot

Could we schedule 15 minutes next week to discuss a 4-week pilot in 5–10 stores? I’ll bring a demo pack and sales forecast.

Best, [Your name] — [email] — [phone]

Case study (experience): a small brand’s 10-store pilot to chain rollout

Example: in late 2025 a small novelty brand ran a 10-store pilot with a UK convenience chain. They supplied 12 units per store on peg hooks and a counter tray in 4 stores. Results after 6 weeks:

Average weekly sales per store: 4.8 units
Sell-through first 4 weeks: 57%
Damage rate: 1.6%
Decision: 60-store rollout within the same region with adjusted pack quantity (increased to 24 units/case for better AUR and fewer deliveries)

Lessons learned: start lean, monitor sell-through weekly, and be ready to change pack count if you see higher demand. Retailers valued the low returns rate and the ready POS kit.

2026 trends to mention in your pitch (show buyers you’re current)

Micro-format growth: small-format stores continue to expand in city centres and petrol forecourts — more doors for quick-trip toys.
AI-assisted assortment: buyers use AI tools to optimise facings; offer sell-through data and SKU-level forecasts to help placement.
Sustainability expectations: reduced plastic and recycled packaging increase chances in category reviews.
Omnichannel replenishment: rapid restock via dark stores and micro-fulfilment means retailers expect faster lead times.
Seasonal agility: chains want products that can be swapped fast during seasonal spikes (Easter, school holidays, back-to-school).

Common buyer objections — and how to answer them

“We don’t have space.” — Offer a compact 2-facing peg test and a counter tray option; propose a 4-week pilot to prove velocity.
“We’re worried about shrink.” — Present sealed blister packaging and a shrink analysis that shows less than 2% loss in pilots. Consider field gear and theft-deterrent kits in your launch pack: anti-theft duffles & field notes.
“Margins aren’t right.” — Show promotional margin scenarios and an alternate multipack that lifts basket value.
“We can’t handle more DC complexity.” — Offer to bundle product into standard retailer-case sizes and support D2S if needed.

Actionable next steps — 7-point startup checklist to get ready today

Create your one-page sell sheet with KPI targets and logistics summary.
Produce a planogram mock-up sized to a 30cm bay and a peg template.
Prepare 3 pack formats: peg blister, shelf-ready tray, and a counter spinner—identify costs for each.
Define MOQ per store and per pallet, and confirm lead times with your manufacturer.
Build a 4-week promotional plan and POS kit that you’ll include with the pilot.
Run an ecommerce test or local market trial to collect sell-through data you can show buyers.
Draft a 10-minute pitch and the short email template above; rehearse to 10 minutes (see Deep Work 2026 for focused rehearsal techniques).

Final takeaways

Getting stocked in small-format convenience stores like Asda Express in 2026 is achievable for small toy brands — but only with tight packaging, clear turnover math and a compact logistics promise. Buyers want low risk, high reward: show them how your SKUs will fit in a 30cm bay, how fast they’ll sell, and how you’ll keep replenishment simple.

Call to action

Ready to convert your toy into a convenience-ready SKU? Download our free Pitch & Merchandising Checklist, or email our trade team at suppliers@googly.shop for a personalised review of your sell sheet and planogram. Start small, prove velocity, and scale fast — convenience shelves are open in 2026.

googly

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Senior editor and content strategist. Writing about technology, design, and the future of digital media. Follow along for deep dives into the industry's moving parts.