ToyTasting is one of the largest non-media house YouTube channel in India. The channel was founded in Jan-12, by Richa Dikshit, formerly an investment banker with Merrill Lynch.
ToyTasting created a niche by focusing on making videos on toys. After the initial success of ToyTasting, Richa launched Yellow Giraffe to cater to the growing demand for toys in India.
How did ToyTasting happen?
Well, I can't claim to have had a grand plan from day one. The idea of sharing genuine user review of toys came to me from my own frustrations as a mother looking to buy toys. We made a few videos and put them online. Some of the larger toy companies in India like Mattel, Simba and MyBabyExcel, were early supporters of this effort. Over time, the positive feedback that we've received has kept us going. Today our channel has nearly 7 million views and over 180 videos.
What do you think about the toys market in India?
Firstly, I think the recognition of toys as an aid for supplemental education is low. The bulk of the toy market is composed of low end toys, which are purchased last minute before attending a birthday party. I think this segment will always be there. But as awareness increases, the purchase of toys, for own child consumption will increase. This ofcourse will require parents to see toys as an educational aid. Over time, I believe that even the gifting market will evolve, as close friends and relatives would like to be seen as a thoughtful gifter on birthdays.
Why enter the crowed ecommerce space with Yellow Giraffe?
Before launching Yellow Giraffe, I and the team had spent months researching toys as part of the Toy Tasting project. While there are quite a few online stores that are selling toys, we felt their commitment to the product category is limited beyond stocking the product. This is where Yellow Giraffe differentiates. We don't just focus on the usual toys Barbie, Fisher Price and LEGO. We have a wide range of toy brands covering various skills anddevelopment milestones.
Can you given an example of how consumers interact at Yellow Giraffe?
Well, the customers who come to our store want to be interacting with a retailer who's researched the products being stocked. Firstly, all our toys are categorized as per the Skill Benefit that is derived from that toy. On occasions we've had dialogues with customers extending over five interactions, before they've made their purchase. The usual online store in India, is spread across too many categories to be able to address detailed product queries.