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Established in the challenging financial climate of Spring 2008, plaY-room emerged into 2009 as a credible force within the Toy Industry - the first new toy buying group to be successfully established in the UK for decades.

From its conception, plaY-room was able to call upon the considerable strengths of its parent company Associated Independent Stores Limited (AIS). These strengths included sound financial support, a wide range of in-house services such as marketing and logistics plus department store members with existing toy departments.

The plaY-room team were able to quickly establish central payment terms with 100 carefully chosen toy suppliers.

plaY-room members receive support from a dedicated team and have access to their own members website. In addition they receive a weekly newsletter containing trading updates, product offers, progress reports and marketing information.

plaY-room has also developed an efficient and cost effective import programme with partner SMF Ltd to give members access to enhanced margin product twice a year.