Back in the 1980’s the Doctor Who merchandise landscape was a very different space, however one man, based in Goole, Northumberside was at the forefront of Doctor Who’s merchandise retailing, namely John Fitton, of John Fitton Books and Magazines. We’re thrilled to have been able to catch up with John to ask him a few questions in an exclusive interview.
John, how and when did John Fitton Books and Magazines start?
It started around 1980/81 and I went full time from August 1983 (Actually on my 33rd Birthday)
Is it true that you used to be in the police force before your mail order business?
This story has been going around for years. The simple answer is no. After Uni I lectured in Law. Then helped in the family building business, while running mail order part time. Then went full time in 1983. I heard a story that a policeman named John Fitton was killed in the early 2000’s when he was knocked off his bike. This was about the time I closed the business. So the story may have spun out of this.
Do you have any stories of your relationships with the BBC / merchandise suppliers?
I became licenced by the BBC in 1987/8 to produce a magazine binder, enamel badge, embroidered patch and button badge (never released) The binders were made in the UK but the enamel pin and patch were made in Taiwan. I had approached UK suppliers but the prices were outrageous. The BBC wanted to see actual samples (Not artist’s renditions) before licencing. The price quoted for a sample by a UK producer was £120, Taiwan $5.00. The merchandise producers in the early 1980’s were all small businesses and the relationships were very friendly.
What was the print run of your catalogues?
At the peak 6000 (this was people who had actually bought from us, not a random mail shot).
Do you have an interesting story from any of your customers?
I once had part of the Canadian Olympic Judo team turn up at the house and they were customers. People regularly visited from the USA.
Were any of your customers famous or became famous in later life?
That I would like to know. I see names on the credits of the DW episodes and I think he was one of our customers. I am never quite sure.
Did you ever get access / invited to Doctor Who at the BBC during the 1980s?
No.
Were you ever given news about the series before it was officially announced?
I tended to hear about merchandise rather than episode details.
What was the rarest piece of merchandise you ever sold?
I had costumes from Mysterious Planet, Planet of Fire and Blake’s 7. One thing I had that I didn’t sell was a spider from the Planet of the Spiders, it so poorly made and looked tatty that it wasn’t worth the price I would have to ask for it (A few hundred). Somebody offered me Patrick Troughton’s recorder, I asked how was I to know if it was genuine and he replied he knew the bloke who nicked it from Patrick’s dressing room. I declined.
Where did you keep all the merchandise prior to selling?
All over the house, much to my wife’s annoyance.
What was your relationship with Doctor Who Monthly / and other Dr Who related magazines?
Always friendly, advertised regularly (Marvel Classified really helped the business get established) I was interviewed by them a couple of years ago.
How far and wide did you advertise and sell merchandise?
I only advertised in UK, but I sold worldwide.
Looking at the period in the 1980s what kind of market share did you have and who were your competitors?
Early in the 1980’s The Sheffield Space Centre and I had 14% of the UK DW video market. Not many other dealers specialised on DW as I did, there were people like Bruce Campbell, 10th Planet Shop, Galaxy 4, Forbidden Planet and the Dr Who Shop (later The Who Shop).
Can you remember any interesting convention stories?
A kiss from Lis Sladen when I won an auction at Panopticon. Nearly crushing Frank Windsor in a lift when our stock trolley collapsed. (He survived untouched) The Dalek at Panopticon pressing a young waitress against a wall yelling ‘IMPREGGINATE IMPREGINATE’. The Pink Cyberman. Breakfast with Nick Courtney and Gail Bennett, Colin Baker carrying my 3 yr old daughter around the dealer’s room at Leisure Hive and them meeting her again when she was 18. My 7 year old daughter being chased by a Dalek at Panopticon in Brighton. A tip from a Star Trek Convention: “if two Klingon females are walking towards you down a corridor get out of the way, they’ll squash you”.
At one Con my wife was asked to model a Lela style costume, but when she checked it out it was more Playboy than Dr Who and declined.
The locations of the dealers rooms were sometimes not ideal. At the Adelphi in Liverpool the unloading of stock was a real pain and I noticed a fire escape that overlooked where I had parked my car. Great. opened the door and set off every burglar alarm in one of the biggest hotels in Liverpool.
Also, at the same hotel at another event it was announced (I think by Nick Courtney) that Ian Marter had been found dead in his apartment. A really sad day.
Looking back to your mail order days what are the differences in the same market today?
The interest in DW merchandise from big manufacturers in the early 1980’s was very limited. This gave small businesses a chance such as Fine Art Castings, John McElroy, Sevan’s Models, myself, Andrew Skilleter and David Banks to get established and thrive. Today, it’s all the big companies. I tried to stock nearly everything that was produced, that would be almost impossible today. You would need a warehouse and very deep pockets. I ask, what is the appeal of Funko Pops?
Are you related to the Big Finish writer Matt Fitton?
Not that I am aware.
Why and when did the mail-order business cease trading?
Ceased trading 2001/2. But the decline started from end of 1995 when eBay and Amazon started. eBay enabled UK customers to buy direct from USA and Amazon discounted and offered free post. In the later years I concentrated on events rather than catalogues.
What did you do next?
I worked for British Gas (end up on their website) in parallel to the business for a few years, then BG full time until 2008 when I quit.
John, thank you very much.
