When Jane Hastings opened her toy shop on the outskirts of Liverpool 15 years ago, she never dreamed she would one day become ‘TikTok famous’.
Starting with just £100 worth of stock, the grandmother of ten now tells me she makes that sum back in sales in ‘minutes’ and has queues of people around the block.
Living proof that influencing has no limits, Merseyside grandmother Jane Hastings, 54, has become one of TikTok’s most unexpected success stories.
The toy shop owner behind the account @toystoystoys.uk has built a loyal following of more than 40,000 fans thanks to her enthusiastic, fast-paced toy demonstrations and a personality that viewers can’t get enough of.
What began as a lockdown curiosity has now transformed her independent shop into a social media phenomenon.
Since launching her TikTok Shop less than two years ago, Jane told the Daily Mail she has sold more than 162,000 items through the platform, generating what she describes as an ‘insane’ amount of sales.
Her shop, Toys Toys Toys, on Crosby Road in Waterloo, has become a destination in its own right, with customers travelling from far and wide to see the viral toy seller in action.
Jane, a mother of two, now uploads content daily, showcasing interactive toys, testing out the latest gadgets and hosting lively live streams where viewers can buy products in just seconds.
Since launching her TikTok Shop less than two years ago, Jane told the Daily Mail she has sold more than 162,000 items through the platform (picture from her TikTok account)
So popular that she has even built a studio within her shop where she is able to film.
‘It’s gone ballistic,’ she said. ‘I used to scroll TikTok during Covid, and then I started to see that TikTok Shop became a thing. So I created one for Toys Toys Toys.’
At first, though, Jane had no intention of appearing in front of the camera.
A local TikTok creator who regularly walked past the shop helped her set up her account, and Jane initially hired someone else to present the videos.
‘But it never took off,’ she told me. ‘I thought, look at me, I don’t look like an influencer. And because my accent is so strong, I thought it wouldn’t work. I used to hate getting my photo taken, so going on there was so daunting.’
Eventually she decided to give it a go.
‘It wasn’t working, so one day I just thought, oh well, I’ll do it myself,’ she said. ‘So I just pressed go and went live.’
And that decision changed everything. Viewers quickly warmed to Jane’s authentic, energetic style and before long orders began flooding in.
At first, Jane had no intention of appearing in front of the camera herself. But viewers quickly warmed to her authentic, energetic style and before long orders began flooding in
‘I have built up this huge community,’ she said. ‘Since Thursday I have done 8,000 orders alone.’
The surge has completely transformed what would normally be one of the quietest times of the year for retailers.
‘February is usually the worst month of the year in store,’ Jane explained. ‘But I have just had the busiest month of my life since being in retail for twenty years.
‘I would have been lucky to get someone through the door in February before TikTok. Now I’ve just had a February that has blown all my Christmas sales out of the water.’
The success online has also boosted the shop’s popularity in real life. Jane says fans travel long distances to visit.
‘I have queues round the block now,’ she said. ‘People have come from Ireland, Manchester, one lot even got a hotel for the night. They come into the shop, but also to get photos with me.
‘The footfall has trebled. Before, it was always just me in this shop. Now we have six of us working here every day.’
Jane says the TikTok shop model makes it incredibly easy for viewers to buy items instantly while watching her videos.
Among the shop’s most popular products is NeeDoh, a squishy sensory toy that has become a viral hit online
Where Jane once struggled to get attention at industry trade fairs, she now says companies are actively chasing her to promote their products
‘It takes two clicks for someone to buy an item,’ she explained.
Essentially, TikTok Live and Shop allows creators and brands to sell products directly within a live stream, creating an interactive, QVC-style experience.
Sellers then tag products from their TikTok Shop in real-time, allowing viewers to tap, add to cart, and purchase instantly without leaving the app.
That simple system has helped turn product demonstrations into huge sales moments, particularly when Jane hosts live events such as her popular ‘What’s In The Box’ streams.
During those broadcasts, she opens mystery toy packages on camera before putting the contents up for sale.
Jane tells me among the shop’s most popular products is NeeDoh, a squishy sensory toy that has become a viral hit online. But overall, she said the toy she has sold the most units of is the Real FX Disney Stitch Puppet.
The success has also changed how major toy brands view her shop. Where Jane once struggled to get attention at industry trade fairs, she now says companies are actively chasing her to promote their products.
‘They used to frown upon me at the toy fairs,’ she said. ‘Now they’re chasing me around them, it’s great. I can’t believe I was nominated and made any of the lists. I’ve been told the Toy Of The Year awards are going to make a new category for content creators, just because of me.’
Major names including Sylvanian Families and Golden Bear Toys now approach her to help launch their latest releases.
‘All the main brands ask me to launch their products now,’ she said. ‘I’ve got more stock than [retail giant] B&M. And I’ve got two launches just this week.’
Despite the rapid growth, Jane’s journey began in much humbler circumstances.
Fifteen years ago, she was running a shoe shop when she decided to start selling a small selection of toys in one corner.
‘I started with £100 worth of toys,’ she said. ‘The toys went better than the shoes, so when the shop around the corner came up for rent I thought, sod it, I’ll go for it.’
Today she laughs at how much things have changed.
Her growing business is very much a family affair. Jane’s children and stepchildren help out in the shop, while her ten grandchildren, aged between seven and 14, are among her biggest supporters.
‘They’re so proud,’ she said. ‘The kids tell me their friends all talk about me at school. They love it.’
The success has also allowed the family to enjoy more time together.
‘We go on holiday a bit more now – we’re going away for Easter.’
Even local celebrities have become regular customers.
‘We’re close to where a lot of the Liverpool players live,’ Jane said. ‘So we’ve had Darwin Nunez, Luis Diaz, all of them. They come in and we close the shop for them. They love it.’
But despite the business success, Jane says the moments she values most are when she can give something back. Last Christmas she organised a major donation effort for families struggling during the festive period.
She said: ‘I had to hire out the local village hall and filled it with toys for the council to come and take them to families who don’t get presents.’
The gesture was so appreciated that the local mayor personally visited the shop to thank her.
‘I got the Mayor on my TikTok live and we thanked everyone,’ she said. ‘I was crying my eyes out. I don’t do this for the money, that’s what I do it for. All of the people and children that go without.’
And for now, Jane says she has no plans to slow down. ‘I will never not work – I’m a workaholic. I don’t like sitting at home. I am in the shop from 5am until 11pm every day.
‘My back is gone and I don’t know where I’m going with it, but I love it.’
And her biggest dream? ‘A great big shop,’ she said. ‘The biggest.’
And if TikTok continues to work its magic, that dream might not be too far away.
