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  • Gumtoo in Kids India trade fair

    India is the land of surprises, even for an Indian. Kids India was Gumtoo’s second professional B2B trade fair in Asia. It took us a while to understand that trade fairs (the good ones) are the best place to meet new distributors/ retailers in a market, but on retrospect we think it is also essential that a company should reach a stage of maturity in terms of its product development before any trade fair can truly generate meaningful business leads.

    Bombay Convention & Exhibition Centre (BCEC) Bombay Convention & Exhibition Centre (BCEC)

    We flew into Mumbai on 17th September the day before the fair opens its door to visitors and first surprise began when we reached Bombay Convention & Exhibition Centre at 1400 Hrs to take ownership of our booth to set it up with our display. The place was a kaleidoscope of workers, wood, display pieces, dust and chaos. Well, we knew India generally pulls off the last minute transformation (the great Indian wedding syndrome), but we truly believed its mission impossible to get the place ready in time for the start of the trade fair on 18th Sep 10am. But slowly but steadily the work progressed and by 6 pm we were hopeful that they might just pull it off. And they did in spectacular manner!

    Gumtoo booth  at Kids India trade fair Gumtoo booth at Kids India trade fair

    The next surprise was witnessing the flexibility in the Indian project management system. Well, we had asked for wooden display stands in our booth and the lighting in the booth did not actually suit the product display on them. So we gently inquired if we can replace the wooden stands with glass ones? The display contractor shook his head (which actually is a yes) and it was done in a whisker.  We were happily surprised with the ease of getting through this last minute change request!

    Professional trade fair was organized by Spielwarenmesse eG Professional trade fair was organized by Spielwarenmesse eG

    The morning of 18th Sept was when we were surprised to see the complete transformation of the venue. It was unbelievable; no one could have imagined what the place looked like a day earlier! The trade fair was a very successful one for Gumtoo. We were pleasantly surprised to get lots of footprints in our booth and we practically interacted with potential retailers, distributors and collaborators through out the trade fair without a break!

    Kids India trade fair Talking to retail prospects in Kids India trade fair.

    Kids India 2014 was organized by Spielwarenmesse eG, who are one of the most professional and experienced trade fair organizers in the world. In our conversation with them, we understood that they also have accepted “The Indian Way”. All in all, it was a memorable experience and we would love to visit Kids India again sometime in Future!

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  • Gumtoo & Isetan RE-STYLE Summer Geometry Tattoo Collection

    We are excited to launch the exclusive design collaboration between Isetan and Gumtoo on 18th April 2014. RE-STYLE Summer Tattoo Collection is inspired by geometric designs with hues of summer colours. The collection expresses elegance with pronounced simplicity and minimalism. The tattoo collection is an exclusive collaboration between Gumtoo and Isetan RE-STYLE.

    Gumtoo collaborates with Isetan Singapore Gumtoo collaborates with Isetan Singapore

    For all the singapore based fans visit Isetan Scotts orchard road until 8th May 2014 to get these cool summer geometry designs. Even the store management did not miss the chance to indulge into the summer colours!

    Isetan Store Management loved the designs too! Isetan Store Management loved the designs too!

    That's not all, we do have another incentive for you to visit the store and purchase Gumtoo designer temporary tattoos before 8th May 2014.  If you are into photography or you just feel gorgeous after you apply our summer geometry tattoo (s) on you; upload your picture to Instagram and hashtag #gumtoo and #isetanrestyle! You stand the chance to win $50 Isetan gift voucher. Yay, hurry get your exclusive summer geometry designs today!

    Geometric designs with hues and summer colours Geometric designs with hues and summer colours

    Stay tuned to read more stories and also know more about the awesome designer who is behind this collection!

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  • Setup your own Temporary Tattoo Booth - Gumtoo DIY Kit

    DIY Temporary Tattoo Booth Kit for kids birthday parties Happy Birthday - DIY Tattoo Booth Kit

    “I am last in the queue” were the words of the kid standing in a long queue to get his face painted at his best friend’s Birthday Party. It was only after 45 minutes that the kid was happily running with the Spider Man painted face.

    That was the eureka moment! "Why not create a kit that could be used to set up a temporary tattoo booth?" It’s should be fun, easy to setup and most importantly economical.

    To test our hypothesis we launched the Party Box online (Read the beta PartyBox launch post). Four months into the beta and the sales were good. Parents loved the idea and asked us if they could buy the Party Boxes in the retail stores.

    We would like to introduce Gumtoo Party Box. It’s a complete DIY kit to set up your own temporary tattoo booth. The party box contains

    • 20 themed temporary tattoos
    • 1 Bunting banner
    • 10 Cotton balls for applying tattoos

    I wish we could also include water in the box :)

    Nautical DIY Temporary Tattoo Booth Kit Gumtoo's designers showcased on the Party Box packaging
    Tattoo Booth Bunting Banner Bunting Banner made from premium craft paper is included in the Party Box

     

    Soft Launch of Party Box Party Box launch at the Mint Museum of Toys

     

    Tattoo Booth Bunting Banner Gumtoo team at work

    Party Box comes in 5 themes - Nautical, Animals, Space, Monsters, Happy Birthday. We would launch more themes in the coming few months.

    With the addition of Party Box to our portfolio we are working towards our vision of changing the way temporary tattoos are consumed and retailed. It feels good :)

    Which other themes would you like to see in the Party boxes.  Leave your comments in this post and let us know.

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  • Most frequently asked questions by Gumtoo retailers

    I frequently meet retailers and distributors and they ask me very good questions - about the product, quality, pricing etc. Some of the questions are similar so I thought why not put them together for everyone to read.

    Q1. Where do you see Gumtoo in next 1-2 years?

    We started Gumtoo with a vision to create great designs and make those designs affordable. Creating a good product is the small part of the running any business. But the most important is to listen to your consumers and try new things based on the insights. At Gumtoo we listen to what consumer say and implement them fast.

    To quote few examples

    One tattoo Vs Two tattoos in a pack - In retail shops, we started by selling 2 tattoos of the same design in 1 single pack. But, we realized why would anyone need 2 designs in 1 pack. We pivoted and changed the packaging. Now we sell 1 tattoo in 1 pack and are pleased with the result.

    Greedy Box - Kids love temporary tattoos and few of them want more tattoos and care less about designs. You give these kids 10 tattoos and within minutes you will find all of them on their body. We recently got this consumer insight and came up with the concept of Greedy Box. Kids get 20 random tattoos at $10. Well that’s a great price point parents.

    Wait for more crazy options to be launched in the first quarter of 2014.

    We aim to change the way temporary tattoos are sold and consumed around the world.

    Gumtoo temporary tattoos pegboard in retail stores

    Q2. Do you change pricing for the country you retail in or its a standard price in all the countries?

    Consumer is at the heart of everything we do at Gumtoo. The first question we ask before we launch Gumtoo into any country - what is consumer willing to pay? We take the inputs from our distributors and also test the pricing in 4-5 shops before the big launch.

    For example

    In Singapore, based on initial testing we modified the pricing for singles - SG$$3  (US$2.25) for a single tattoo and SG$10 (US$8) for 4 tattoos. Consumers love this pricing.

    In South African market, we produce the packaging locally to make the price point suitable for the consumer.

    Gumtoo temporary tattoos desktop retail stands display  in stores

    Q3. What help do you provide retailers to sell Gumtoos effectively in their shops?

    We strongly believe that the retailers experience with Gumtoo should be great starting from buying from us and selling Gumtoo in their stores.

    We offer marketing collaterals, gumtoo branded desktop stands and gumtoo branded pegboard displays as a standard kit. In some scenarios we have offered customised collaterals.

    We want to make this as simple as possible for the retailers and impactful for the consumer. In one of the retail shops the sales person told me  - "Gumtoo Tattoo Man marketing collateral has attracted passing by people to our shop. People were inqusitie and asken many questions." Apparently it increased the sales of other products their shop.

    Q4. You sell Gumtoo tattoos at gumtoo.com. Would  it cannibalise sales in the retail shops you sell?

    We believe that temporary tattoos is an impulse buy and sales move much faster when you see them in a store. Having said that, we try not to cannibalise sales retailers sale. For that reason

    • We do not offer regular discounts on our website

    • New designs of established products are launched in the stores first and then launched at www.gumtoo.com i.e. after 1-2 months

    • In few countries we keep the price lower in stores in comparison to price at gumtoo.com

    I will add more questions to this post in the coming few months. However if you have more questions, mail me at pt@gumtoo.com and I would love to answer them.

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  • Gumtoo Tattoo man

    The idea was to create a mascot for Gumtoo! We were toying with several ideas to uniquely position Gumtoo in the retail shops and during the promotional events. That's when, Gumtoo Tattoo Man came about.. and truly in a very unplanned way!

    tattoo man a Gumtoo got its iconic tattooman!

    We have been wondering what to put as a banner on our website, the eternal question of marketing, what kind of banner can visually capture the attention of today's split-second-attention-span shopper :) So we thought about creating an iconic tattooed human being.

    Thats when Valentina Felce came into the picture. We spotted her in Etsy and she runs BlueRaspberryDesigns shop and makes awesome tattooed toys for boys and girls. We loved her toys! We asked her to design the Gumtoo Tattoo Man.

    Gumtoo Tattoo man maker Valentina Felce

    Now, the tattoo man design was so eye catching that we were wondering whether to actually make a soft toy mascot with it or put it up as banner on the home page. We were not decided at all. At this point time, we were finalizing the retail display arrangement for the good people at MONOYONO and at the print shop while printing some banners, the idea of Gumtoo tattoo man as pop up display came about. The impromptu decision was taken and within next 30 minutes we were on our way to deliver Gumtoo's mascot to the first retail store. We have also found the lady love for our man!

    Tattoo man got his woman! Tattoo man got his woman!

    Stay tuned to see how we grow Gumtoo Tattoo Man's family!

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