Toy story

TO a collector, toys are more than just playthings. Some local collectors have been adding to their private collection for decades resulting in a total worth exceeding S$10,000, while others, like Ann Goh, have turned their passion for childhood trinkets into a serious business.

The co-founder of Simply Toys started collecting "cutesy" toys about 15 years ago, after seeing how much fun her older brother had with his Star Wars collection. She recalls: "It seemed like an interesting hobby, so I wanted to try it for myself. I loved all things girly, so the initial toys I bought were from Disney and Strawberry Shortcake."

In 1999, the hobby progressed to a source of additional income. Ms Goh, 39, started selling toys such as Star Wars figures and McDonalds premium items at the Sunday flea market in Clarke Quay. Though she wasn't looking to re-sell items, it helped keep her shipping costs low when she ordered them in bulk.

Not only did she make enough money at flea markets to supplement her growing toy collection, but the then-22-year-old also managed to parlay what began as healthy rivalry into something much bigger.

She says: "After working at a gift company for two years, I felt I understood the business of toys well enough to start my own company, Simply Toys. My partner in the company was none other than a competitor of mine at the flea markets! We were selling similar things, so it made sense."

Though her parents were supportive of the independent venture, she did get asked by acquaintances and family friends why she was taking such a risk. "Back then, there was a much higher opportunity cost for graduates because the job market offered higher salaries for those with a degree. So becoming an entrepreneur despite having an undergraduate degree was a little unconventional," she says. The NUS graduate has never regretted her decision, and says business at her three stores is going well. Simply Toys outlets are now at Vivocity, Bugis Junction and Plaza Singapura. It wasn't all smooth sailing, however. Apart from contending with sales dropping 40 per cent during the SARS crisis in 2003, only two years after she started operations, she also had to fight sexism.

She explains: "Being a female player in this market is a rarity, and I don't think people expected much from me. The way we dealt with that was to focus on the business and to adapt quickly to fit the current situation. We started selling high-end statues from Sideshow Collectibles because I could see the need for differentiation, and it paid off because we got in there before a lot of other retailers."

In Singapore, she reveals, toy collectors are predominantly male and between the ages of 20 and 40 years. Ms Goh hopes to address the gender imbalance by selling more female-focused collectibles. The market continues to grow, and toy collectors are getting savvier. She says: "When we first started, we'd sell maybe two or three high-end collectibles per edition. Now, it's more like 500 to 600, priced anywhere between S$300 and S$600.

"And there's even an annual convention dedicated to toys, games, and comics (STGCC)." Ms Goh attributes this growth to Hollywood. "Film studios are churning out blockbusters like Iron Man, The Avengers and Batman. It's a proven formula - every time a superhero movie comes out, sales of that character increase exponentially," she says.

Kua Way Hao, who's been collecting DC Comics' superhero figurines since he was six and has amassed a collection that exceeds the value of S$10,000, agrees. He says: "Ever since superhero movies started coming out, there's been hype about collecting figures and other merchandise. I think people start relating to the characters, and they want something tangible that connects them with their favourite hero or heroine."

And even though it's rare for someone to make a living collecting and re-selling toys, the 30-year-old thinks it's entirely possible. He explains: "Most people collect because they have a personal attachment to the character. But I think if you have enough capital, you can just buy a larger quantity of popular items and sell it all off after a few years if you want to make money from it."

There are things to look out for before diving head first into the world of re-selling collectibles. Ms Goh says: "Things like edition size, the artist who designed the toy, and its manufacturer are very important. If you stumble upon a product with a smaller edition size, it's highly likely demand will grow. And if it's by an up-and-coming artist, you can bet its value will increase once the artist is recognised in the industry."

And for locals who are considering becoming collectors, there's just one more thing to keep in mind. She adds: "You have to look at the material of the product. We live in a very humid place, so plastic isn't the most suitable in our climate. Toys made out of materials like polystone and ceramic are better for collectors because they need less maintenance."