Barney is a Sales and Marketing Professional specialising in the Sporting, Toy and Gift Industries and the Owner of BCM Trading. BCM Trading was was established in 2003 to represent some of Australia’s highest profile licenses and brands as well as leading toy brands in the Queensland marketplace. The Toy Universe speak to Barney about his journey!
When did you start BCM Trading and what does BCM stand for?
We started BCM Trading in September 2003. Most people know me as Barney, so it simply stands for Barney and Cath (my wife’s name) McAuliffe.
Tell us a little about your background and how you got into agency work?
I’ve been in the Toy Industry since I was 19. After several years as a Sales Rep and State Sales Manager in Queensland and New South Wales, I was offered a National Account Manager role at Playcorp’s head office in Melbourne. Playcorp was a major toy supplier in Australia at the time. We spent five years in Melbourne and enjoyed it thoroughly.
I was fortunate to be promoted to National Sales Manager at Playcorp, but when we were expecting our first child, we decided to return to Queensland. Playcorp was transitioning to an agency model across the Toys and Sports channels. Stevie Lew and David Jackson offered me the Playcorp Queensland Agency, and the rest is history.
What appeals most to you about Toys and the Toy Industry?
I’ve always loved toys! What keeps me in the industry is the constant stream of new products, brands, ideas, and of course, the people. Every year brings new and exciting products, and there’s always something to look forward to.
Tell me a bit about some of the HOT products you have been fortunate to work with?
Back in the Croner Toys days, I’ve never seen anything like the TMNT phenomenon! We couldn’t keep up with the demand, and you could put that brand on anything, and it would sell. The action figures were the hottest item, but the brand transcended all categories. Other big products included Oopsie Daisy Dolls, Dino Riders, Micro Machines, Sky Dancers, and Rubik’s Cubes. In recent times, we were fortunate to represent Big Balloon when Ty Beanie Boos were at their peak. That was a strong brand and range for many years, selling across various channels, not just traditional toy stores.
How important has your wife been to the partnership?
Critically important. Cath has always handled the admin side of the business, allowing me to focus on customer service. n the early years, when we had three young children, I was traveling nearly 25% of the year! Cath has also been involved in store merchandising. We both have business degrees, so we discuss every major business decision together.
Tell us a bit about your kids… will they follow in your footsteps?
We have three kids: Jack, Grace, and Harry. While they’ve helped with merchandising during school holidays, they seem to have other career paths in mind.
Having said that, do you have a succession plan for your business?
No, it’s not a business that can be easily sold, as the agreements are between our principals and myself. If I were to leave, our principals would find another agent.
Who are some of the savviest retailers you have worked with over the years?
In Queensland, the Maggacis family and their Mr Toys stores have been dominant for as long as I’ve been in the industry. They continue to be innovative in their retail approach. Other savvy retailers include Bruce Lewis (Townsville), Mike and Carmen Carra (Tweed), Gordon Baxter (Southport), Alec Farr (Indooroopilly), and Kevin Perkins (Gladstone). They were all great operators who worked closely with their local agents and reps to build their businesses. In the current market, Shane Ramsay and Dennis Boyce are very savvy retailers.
What value do you attribute to your reputation in the business?
I believe my reputation and credibility are my most valuable assets. While suppliers and products may come and go, strong customer relationships are essential. I prioritise customer service, and over the years, I’ve found that looking after customers leads to long-lasting partnerships.
Who are some of the most vibrant personalities in the business?
Tony Lee, my first boss, was a significant influence on my business approach. Tony Oates was also an incredibly vibrant personality and is greatly missed. Other notable personalities include David Hendy, Jeff Keighran, Fred Gaffney and Darren Hunter.
Do you have a network of Agents that you confide in?
Absolutely. Agents often share insights and experiences. I’m in constant contact with Stephen Boddan (NSW), as we have similar agencies and business approaches. I also have strong connections with the Jazwares agents: Jamie White (WA), Steve Gabrielson (VIC) and Mark Hayes (SA). Most successful agency; Big Balloon (now Jazwares) has been a highly successful agency over a long period. VTech has also been a fantastic partner for us and continues to grow.
This article originally appeared in Edition 12 of The Toy Universe Magazine
