Reflecting on the beginnings of Axis Toys, what sparked the inspiration for its creation, and how does this origin story align with your brand's overarching mission?

It all started with my childhood love for my Lundby dollhouse. We had lent my doll’s house to a friend for her children to play with and we could see they loved it and their friends were asking where to get it. This very simple opportunity began our quest to bring unique and classic toys into the local marketplace.

Having been a part of Life Instyle for 20 years, what initially drew you to the show, and how has it proven to be an ideal platform for your brand?

We like the layout and structure of the fair. It has a good calm aura while it’s in fact buzzing with potential thanks to a wealth of entrepreneurial creatives and small businesses. Based on our ranging over the years, Life InStyle provides the most appropriate platform to showcase our brands well.

Envisioning the future, what are your long-term goals and aspirations for the growth and development of Axis Toys & Gifts?

We are a mature company now and our focus is on increasing the exposure of our existing brands and introducing an agency model for new brands that couldn’t otherwise access the Australian and NZ marketplace successfully.

Over your two-decade journey with Life Instyle, could you share how your brand has evolved, and the idea behind how it all started?

We have evolved our collections from unique and classic toys to bring more emphasis on a sustainable offering by sourcing new like-minded brands and by working with our original suppliers to evolve their offering into this direction as well.

Given the competitive landscape, what distinct qualities or values do you believe have set your brand apart throughout its two-decade success?

Classic, creative and sustainable and nothing like consistent customer service and quality products.

Axis Toys & Gifts encompasses multiple different kids’ brands, amongst the diverse collection, do you have a personal favourite product? If so, could you share why it holds a special significance for you?

That’s a challenge as we range well over a 1000 products. The in-wood mandala would probably be my favourite because firstly it’s been produced by us and also it’s a tool that we use regularly. 

From your extensive experience, what feedback or comments do customers frequently provide about your products and brand, and what aspects do they appreciate the most?

Consistency. Not just in terms of our service but also in the quality of the ranges that we offer. That’s a key criteria for us. Our products make them happy and proud to have in stock. They get excited looking at what we have to offer!

How did your involvement with events like Life Instyle begin, and what aspects of these shows align seamlessly with your brand's essence?

We began showcasing only a curated range with Life InStyle based on the original brief. The buyers who came to Life InStyle were clearly looking for something different and also wanted to take the opportunity and time to meet the supplier that was able to provide this for them. Though the fair has since evolved and the ranges available expanded dramatically I feel that the retailer’s goal is still the same and the energy created for both exhibitors and retailers is present.

Looking back on two decades, what are some of the proudest moments or notable achievements Axis Toys & Gifts has encountered?

Developing and producing the in-wood and ColourAway ranges here in Australia. Winning two years in a row Favourite Toy Wholesaler in the Australian Giftguide top 100 Wholesalers, working with Children’s Ground, assisting in development of ranges for both Miniland and Lundby, both of which have achieved European Gold Awards and working with fellow small businesses to achieve growth and success.

In a rapidly changing retail landscape, what strategies has your Company employed to stay ahead of evolving consumer trends and preferences?

Being a small business provides that magic tool – we can pivot fast! Keeping a good working relationship with our customers and talking to them regularly to see what’s working and the direction they are taking of course is the base to work from. From an industry level to retain a strong presence. we need to keep abreast of industry trends, network and keep an eye on what our competitors or like-minded businesses are doing internationally. Closer to home, we are also always fine-tuning our administrative and sales platforms to optimise how we present and service our range.

Rapid Fire Questions:

What's the most intriguing place you've visited recently?

Obidos, Portugal

Do you have a personal motto or mantra that fuels your motivation after two decades in the industry?

Play to win. Don’t play to not lose.

If you could share dinner with anyone, who would it be and what makes them a compelling choice?

Hmmm tough pick. Probably Will Farrow. His change of direction.

Could you name your favourite book and elaborate on how it has influenced your perspectives on both business and life?

I’m an avid reader but most recently The Devotion of Suspect X and The Midnight Library. What I loved was that no matter how much you plan, the “human factor and conscience” will always win. Sliding Doors is something I’m fascinated with!

Is there a hobby or interest of yours that might surprise people upon learning about it?

Probably not but I love reading, long beach walks and swimming.