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.

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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?