By BERNAMA
Toy retailer Daisheng (M) Sdn Bhd aims to retain its 40% share of the local toy market by clinching more deals in exclusive and premium products.
Its director Sia Poh Siong said although Daisheng’s products are receiving strong response from the market, the company feels the need to venture into exclusive and premium collection products as the toy market has become too competitive.
“With China opening up its economy and with the advance of technology, more and more players are getting into the industry.
“By offering quality exclusive products, Daisheng should strategically be able to maintain a 40% share in the local (toy) market going forward,” he said at the launch of Daisheng’s special edition of the die-cast Royal Malaysia Police (PDRM) toy car collection here today.
Inspector-general of police Khalid Abu Bakar officiated the launch, in conjunction with Daisheng’s 33rd anniversary.
Sia said the company has invested close to RM1 million in the exclusive PDRM premium die-cast project, comprising the design, mould development and quality manufacturing.
Daisheng has 50,000 units of the exclusive PDRM toy car collection on standby, he said, adding the sets would be available at all hypermarkets and supermarkets nationwide and retail for between RM29.90 and RM79.90.
Sia said despite the ringgit’s depreciation being a challenge to the company as the toys are mostly manufactured in China, Daisheng’s toy prices would remain competitive.
“Daisheng does not intend to hike prices prior and post the goods and services tax (GST) too,” he told Bernama.
Sia said the company now has six Toycity and Combi chain outlets throughout Malaysia, and has put in place plans to ensure its toys are up-to-date with the latest trends.
“We still have the appetite to embark on international agency brand licensing like what we did with Japan’s ‘Combi’ brand, and themes like ‘Ultraman’, ‘Power-Rangers’ and ‘Robocop’.
“We are also considering collaborating exclusively with other government agencies and corporates on the next die-cast collections,” he said, adding demand for such products is there as besides children, adults have also shown an interest in the collections as a hobby.
Earlier, Daisheng chief executive officer Chia Ah Kau said the company has been growing steadily in the past three decades to become Malaysia’s most established toy retailer, supplying toys to wholesalers, major hypermarkets and supermarket chains such as Tesco, Giant and Aeon.
The toys retailed by Daisheng today range from die-cast collections to toys for educational and outdoor activities, to remote-controlled toys and toys for infants under the Combi brand, he said.
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