Developing competent leaders with practical skills is all fun and games for the UK’s largest toy supplier

Smyths Toys is one of Europe’s leading toy retailers, with more than 300 stores and a strong presence across the UK and Ireland. Known for its wide product range, competitive pricing and family-focused shopping experience, the brand continues to grow through a commitment to quality, value and customer service.

Store managers were good at their jobs but lacked formal leadership training, leading to more frequent issues between employees.

Delivering custom programmes across the UK and Ireland was a challenge. Through a range of interactive workshops, tailored to the specific needs of each store, we not only educated the employees but also got them excited about their roles.

We engaged closely with their team to gain insight into their motivations and goals, ensuring our strategies were tailored to meet their needs. Our approach involved crafting a plan to connect with a diverse array of stakeholders and developing a brand that reflected their ambitious vision while stepping away from traditional educational norms.

Our blend of face-to-face and virtual training effectively addressed the lack of formal leadership training among store managers. Employees gained essential skills and enthusiasm for their roles through comprehensive courses. Now, each store benefits from stronger leadership, improving team dynamics and overall performance.

Team members felt prepared to tackle their role, willing to take action knowing they had the skills to do the right thing. With courses ranging from HR Survival Skills to Diversity, Inclusion & Equity, we covered hundreds of sessions that saw people come together with a shared interest in learning. Each store now has a better leader in place, positively impacting their entire team, and organisation overall.

Working with Strategi has had a genuinely positive impact across our stores. The training gave our managers the confidence and practical skills to lead their teams more effectively, and the energy of the sessions really lifted engagement. We’ve seen stronger leadership, better team morale and a real sense of enthusiasm carried back into the workplace.”

Sarah Yates > Head of HR, Smyths Toys
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