Toymaster is a non-profit making organisation with its sole aim being to achieve the best possible future for the Independent Specialist Toy Retailer. This can be achieved by a combination of buying well, marketing aggressively and operating efficiently. In today’s age of price-consciousness, it is of prime importance that the consumer perceives the right image and, in order to achieve an image of price-competitiveness, it is necessary to project an image of size, strength and professionalism. This is achieved by each Toymaster Member retaining their independence whilst at the same time projecting the image of a Real Toy Shop that provides knowledge, service, selection and interest. Each Toymaster Member retains their right to buy the mix of toys appropriate to the locality and personality of their store, whilst enjoying the benefits of National Marketing to boost image and sales.