Spalding toy store thriving after Lego link-up

Jon Starling’s family have been in the toy industry since 1912... and when the opportunity arose for Lego to come to their Spalding store, he leapt at the chance.

Starlings Toy Outlet at Springfields Outlet is one of five company stores, and they
announced their link-up with Lego in April of this year. The companies first established a relationship in the early 1970s, and now share the Spalding premises.

Jon (55), the managing director of Starlings, began his career with the company around 38 years ago. Naturally, he is proud of the work that has gone into making the development with Lego possible.

“While everybody was in lockdown, we were busy knocking the shop around,” he said.

“We cleaned down a warehouse that was part of the store, put in new floors, and Lego came along and did their magic.

“We’re really pleased with it, we’re really pleased with the store. It makes a good addition to what Springfields already offers.”

With Lego being a world-famous brand, Jon is happy with the positive impact it has had on both sales and the store’s employees.

“We opened with a bang and, to be honest, it’s been really good ever since.

“We’re really price competitive with what we sell, and we endeavour to give our customers the best toys for the best prices.

“The staff are having a real buzz, it’s been good! We had a giveaway weekend during the last bank holiday, where we gave away a free box of Lego worth £27 when people spent £50 on Lego, and they had a cracking weekend. It was really good.

“We’re looking to do further promotions like that as we go through the year.”

Despite opening a new branch, it has still been Lego’s typical bestsellers that have helped to boost profits at Starlings.

“Harry Potter toys are still very popular,” Jon says.

“There have also been the new flowers and bonsai trees, which Lego released earlier in the year. They have been really popular with adults and children.

“It’s still the classic favourites like Ferrari and Star Wars as well. There’s nothing within the Lego portfolio that doesn’t really sell.”

With business booming, satisfied customers and delighted staff members, Jon is looking forward to a prosperous partnership between his Springfield outlet and Lego.

“We’ve already got things planned for the spring half-term, and we’ll soon be working on Christmas campaigns as well. We’re there for the long term.

“Lego keeps developing new ranges and I can’t see that stopping, they’re on such a roll now. We’re now moving into the adult side of things as well as kids, so there is literally something for all ages to keep everybody occupied.”