You won’t find attraction at Franz Carl Weber (FCW) in Zurich-Altstetten. A surprise awaits visitors in the basement of the branch: a small toy museum displaying model trains, dolls, teddy bears and other collector’s items from the company’s 141-year history. After difficult years of financial difficulties, the museum has found a new home here. The patron saint of the FCW collection is Ruth Holzer (85), granddaughter of the toy baron. He answers our questions along with FCW CEO Roger Bühler (57).
Miss Holzer, you are the granddaughter of toy entrepreneur Franz Carl Weber. Your childhood memories of Christmas must be wonderful…
Ruth Holzer: To be honest, I can’t think of anything about Christmas in particular. But when I was a kid, I used to spend almost every Saturday with my grandfather. He had an apartment on the top floor of the toy shop on Bahnhofstrasse in Zurich. We always had snacks there – and as soon as the shop closed at 5am, my cousins and I were allowed to play with the toys in the closed shop. That was the biggest thing for us.
Toys from the 19th and 20th centuries can be admired in the museum here. Were some of them in your children’s room?
Holzer: No, my mom put together most of the pieces over decades of work. But not everyone in the family was thrilled. Especially men have criticized collecting as it cannot be made money. My childhood room wasn’t as gorgeous as you might think. I already had a “Bäbi” and a stroller. But children today have more toys than I had then. Also, as a girl, I shouldn’t be allowed to play with many toys, like the model train. It used to be for men only.
Mr. Bühler, toys from decades ago stand out for two things: attention to detail and durability. Not all of the toys sold by Franz Carl Weber can keep up today.
Roger Buhler: The toy industry has changed a lot over time. Many children today have countless toys. Fifty or a hundred years ago, only the well-to-do could afford toys. For a working-class family, a new doll, a toy car, or even a model railroad was not financially feasible. This would cost him half a month’s salary.
Many child’s toys today have had their day after just a few months – and then something new was purchased from FCW. Is it a logical development?
Buhler: It has become so pervasive in our society that we equate it with appreciating new things. It’s definitely not just a good thing. However, as FCW’s CEO, I am not necessarily the right contact person for this issue. Also today there are still many toys that have been enjoyable for several years.
For example?
Buhler: Board games, especially those for adults, increased in popularity during Corona. Of course, we are very happy that this trend continues.
Toys made in Switzerland also experienced a boom during Corona. Has this development also survived the pandemic?
Buhler: Definitely. The number of consumers who value local and environmentally friendly materials and production processes is increasing day by day. This also shapes the toy industry. For example, Trauffer’s wooden toys or games like Brändi Dog or Eli Tree are very popular.
A year ago delivery issues were a big issue. How was this year?
Buhler: The situation has returned to normal. We were unable to procure only eight of the 1000 items in our catalogue. The best in years. However, global supply chain issues have also had a lasting impact: toys are now increasingly produced not only in Asia but also in Europe. For example, Schleich established new production facilities in Europe for animal figures. The same goes for plush toys and quilts from wooden toy maker Eichhorn, Doudou et Compagnie. The US group Hasbro has also reduced its dependence on the Far East.
It sounds very positive. Does this also apply to FCW’s fiscal year?
Buhler: We can look to a successful 2022. The Christmas business also made a significant contribution to this. This met our expectation, sales are above previous years.
How much do you sell online?
Buhler: We currently only do three percent of our sales online, I did almost nothing before joining FCW. However, the online business will only be an addition to FCW. Like our customers, we believe in the shopping experience, ie personal consultation and our services.
If so, why did you give up your position on the Zurich Bahnhofstrasse?
Holzer: It’s a real shame – for the toy museum too. We are happy and grateful to have found a new place in Zurich Altstetten. But we already have significantly fewer visitors than before. In particular, Asian tourists who frequent Bahnhofstrasse are missing. They probably won’t come to Altstetten. Therefore, we hope that we can fill this gap with local guests.
Buhler: Of course it’s a pity we couldn’t keep the location on Bahnhofstrasse. However, it was no longer economically viable due to high rents. We’d spend a lot of money with the store – and FCW doesn’t want to risk it.
At its best, FCW had over 50 locations in Switzerland. In the 2000s, there were sometimes only nine. Today there are at least 23 branches again. Will it be 50 again?
Buhler: No, I rule that out. The number of stores available is ideal. Only St. We still don’t have a position in Gallen. We will open our eyes.
Miss Holzer, how often can you be at an FCW branch?
Holzer: Always on the road to Christmas. I have a few grandchildren whose gifts I always find at FCW.
And what’s under the Christmas tree?
Holzer: I don’t need much. But it’s a tradition for us to put an antique doll under the tree every year.
Buhler: I have a Volkswagen T2 under my Christmas tree – not real, but one from Lego to assemble.