Toy story: Grand opening but doors locked

Portland, Maine – Last week the NuPenny Toy Store opened for business in Portland. But its doors remain permanently locked.

The shop sells luxury toys such as aeroplanes and cars with retro aesthetics, made from reclaimed objects. The artist behind the concept, Randy Regier, told LS:N Global the aim was to take the idea of desirability one step further. He believes that by creating a barrier the consumer’s desire for the product is heightened.

Those who wish to purchase a toy are forced to find a way to do so, such as by contacting the artist and discussing how they might buy it. For Regier, the relationship he develops with the customer is crucial and embraces an intimate marketing technique.

Consumers increasingly expect such relationships for a personalised experience. For more on this read our Retail report.