ToyNews October 2015 by Biz Media Ltd

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COME ANd VISIT US! ON STAND D050 licensing.uk@mattel.com

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Retail 15 CROWD CONTROL We kick off the first in a new series looking at crowdfunding success stories in the toy space

No. 166

Licensing

23 CRANE EVENT John Crane Ltd’s Jonathan Thorpe tells us about the firm’s succesful new doll launch

Pre-School

34 JUST DOO IT Warner Bros reveals why iconic canine ScoobyDoo is looking forward to a big 2016 in our industry

October 2015

Marketing 39 THE FORCE AWAKENS In our 12 page special, we take a look at the products born from the upcoming Star Wars film

Star struck There has been a disturbance in the Force. Toy stores across the globe have been engulfed by the sound of Wookie cries, lightsaber battles and rolling robots. This month, ToyNews is embracing the Dark Side. Why? Because Star Wars is back, and if the toys are anything to go by, the Force is strong with this one

You will have heard our work. It’s In over 5000 products. Translation and Localisation in over 40 languages: expand your market Voiceover, Custom Music and Sound Effects: sounds that shine  Professional Recording Studios: optimised for toys, apps and web  Apps, Software and Electronics: your concepts realised  

see what else we do at www.sosound.co.uk or call: +44 (0)20 8661 7979 SOSO-02270 Strip Advert_AW1.indd 1

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WELCOME

MEET THE TEAM

CONTENTS

COMMENT

Yada Yada Yoda

Regulars

Billy Langsworthy Editor

06 News 08 Campaign of the Month 08 Playtime 09 NPD Analysis 10 Industry Movers 12 Industry Opinion 15 Crowdfunding Focus 68 Toy Shop UK 90 Jon Salisbury

blangsworthy@nbmedia.com

Robert Hutchins Deputy Editor rhutchins@nbmedia.com

Jodie Holdway Sales Manager

Features 17 Kids Media Special 23 Big Interview: John Crane

jholdway@nbmedia.com

Carole Eagles Account Manager

Licensing.biz 25 News 29 Big Interview: DHX Brands 30 Big Interview: ITV 33 Big Interview: Nickelodeon 36 Anatomy of a Blockbuster Brand: Teenage Mutant Ninja Turtles 39 Star Wars: The Force Awakens special guide

ceagles@nbmedia.com

James Marions Production Executive jmarions@nbmedia.com

Nikki Hargreaves Designer nhargreaves@nbmedia.com

Pre-school (sponsored by VTech Baby) 63 News

Mark Burton Managing Director mburton@nbmedia.com

Retail 67 News 70 Indie Profile: Lighthouse Toys 73 Sector Guide: Wooden Toys 85 Sector Guide: Tech Toys

Editorial: 01992 535646 Advertising: 01992 535647

I was in New York for Disney’s midnight Force Friday launch. At Toys R Us in Times Square, I found myself lending Yoda a chewing gum, talking LEGO with ObiWan and crossing lightsabers with Darth Maul in the toilets.

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NewBay Media is a member of the Periodical Publishers Associations AUDITED CIRCULATION: Average Net Circulation: 6,092 July 2013 to June 2014. nToyNews circulation is 17.1% higher than its closest competitor nToyNews has 100% named circulation and 0% duplication.

RETAIL ADVISORY BOARD

Stuart Grant, The Entertainer

Fiona Murray-Young, Toys R Us

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Linzi Walker, Argos

A LONG TIME ago (last month) in a galaxy far, far away (Hertford), the ToyNews team finally gave in to Star Wars fever. Ever since the whoosh of the Millennium Falcon in the first trailer for The Force Awakens sent fans into a tizz, excitement has been building and now, with the toys unveiled and news that the film has been brought forward a day for us lucky Brits, there’s no escaping it. I was in New York for Disney’s Force Friday and Times Square’s already impressive Toys R Us store had been kitted out with a whole host of classic Star Wars toys to serve as a reminder of the brand’s rich history in this space. Plenty of fans poured into the store at midnight dressed up as characters. I found myself lending Yoda a chewing gum, chatting LEGO with Obi-Wan and crossing lightsabers with Darth Maul in the toilets. This month, we’re keeping the Star Wars love going by shining a spotlight on the brand’s future in toys and games, as well as casting an eye back on what first made the brand a titan in this space back in the late Seventies. I was eight when The Phantom Menace came out, so that was my first taste of Star Wars, both in terms of movies and merchandise. I liked the film, loved the pod racing and played Star Wars: Super Bombad Racing on the PS2 far too much. Aside from that, I can’t remember playing with the toys or games all that much. It says a lot about the offering for this year’s new film that, at 24, I’m actually excited about a whole host of toys, and it has nothing to do with this job. With products like Sphero’s BB-8 and RC Millennium Falcons, it also serves as proof that the licensed toy market can demonstrate as much innovation and ingenuity as any other sector in the industry. But for those who can’t tell Jabba from Jar Jar, we have plenty for you guys to sink your teeth into, including a comprehensive look at the kids’ media landscape, interviews with Warner Bros, ITV and DHX Brands on what they’re showcasing at BLE this month, as well as the bumper Nickelodeon supplement you’ll find packed along with this issue. To quote Yoda for a second: “Fear leads to anger, anger leads to hate, hate leads to suffering.” All four emotions were experienced in putting this bumper licensing issue together, but we think it’s a cracker, so do enjoy, and if you’re visiting BLE, drop by our stand at H090. We’ll be the ones quoting Star Wars. Blangsworthy@nbmedia.com

ToyNews takes soundings from its Retail Advisory Board on toy industry issues. The current members are:

Brian Simpson, Toytown

Clare Barton, Sainsbury’s

Neil Mitchell, Shop Direct

Annalise Quest, Harrods

Steph Strike, Asda

Ben Redhead, Firebox

Alphonse Madamombe, Maplin

Helen Gourley, Toy Hub

Miles Penhallow, Play-Room

Karla Mitchell, XBite

October 05

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NEWS

RipSurf to make waves in the UK in 2016 The latest product from Crazy Cart creator Ali Kermani aims to bring the surfing experience to the ride-on sector By Billy Langsworthy RIPSURF, the latest ride-on from Crazy Cart creator Ali Kermani, will land in the UK in March 2016. Re:creation is distributing Razor’s RipSurf in the UK, and the new ride-on aims to bring the experience of surfing to consumers not lucky enough to have easy access to the coast. “The tagline is ‘surf where you live’,” Kermani told ToyNews. “Surfing is such an awesome sport but it’s only been available to people on the coast. We’re trying to open that up to everybody. “We tried to make it as surfboard like as possible in the styling. The wheels have been design to carve and cut like a real surfboard. You drop a rail and turn in that direction. It

also features an authentic foam traction pad and a wax-style traction bump on the front.” The product has been demoed to the core surfer community, where it has already been met with a positive response. “We’ve gone down the same route as the Crazy

Cart in that we’ve gone to appeal to the core audience first,” added Kermani. “We just got back from Surf Expo in Florida and it got an unbelievable reception. It’s already a popular item and it’s got a bright future ahead of it.” Katy Fletcher, brand manager at Re:creation,

BTHA looks to record turnout for Toy Fair 2016’s Student Seminar

added: “Ali comes up with these totally innovative products and I think it’ll be really well received when it launches at Toy Fair. It will be available from March 1st 2016. His passion shines through and the product looks awesome.” Neither Re:creation nor Razor are done with the

Crazy Cart just yet though, with new lines on the way, expectations are high that it will enjoy a very strong Christmas. “This Christmas is still about the Crazy Cart,” added Fletcher. “It’s gathering momentum every week. The TV advertising will kick in for it too. We also have our electric scooters that we are TV advertising too. Moving into spring, we have RipSurf and the new PowerCore electronic scooter.” Kermani added: “We’ve got some great stuff on the horizon for Crazy Cart. We’ve been doing a lot of consumer events and we are redesigning certain aspects of the line to play into what people are asking for.” Re:creation: 0118 973 6222

Future is bright for Minions, says H Grossman

“We hope to have more universities on board, targeting design students who have a real passion for joining the industry” By Billy Langsworthy THE BRITISH Toy and Hobby Association is hoping to have more universities on board than ever before for its Toy Fair Student Seminar in 2016. Taking place during next year’s London Toy Fair on Tuesday, January 26th 2016, the seminar will once again offer university students from around the country the opportunity to hear from leading names in the toy design community. “Student attendance has significantly increased in the last few years and we now have 120 students from six universities across the UK - there wasn’t a seat to spare in 2015,” Kerri Atherton, communications and public affairs officer at the BTHA, told ToyNews. “In 2016 we hope to have more universities on 06 October

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board, targeting design students who have a real passion and interest for joining the industry. “For 2016, we’ll be informing students about the many job opportunities available to graduates as well as giving them a chance to network with company representatives at the show.” The BTHA remains as committed as ever to its student seminar initiative as it believes the UK remains a vibrant source of innovation and creativity.

“We have so many young, talented British design students and we think it’s paramount for the whole toy community to attract the best talent to our fast moving, highly fashionable industry in order to drive innovation and creativity,” added Atherton. If exhibitors or members are interested in speaking or meeting with any design students attending next year’s Toy Fair, email kerri@btha.co.uk to arrange stand visits. BTHA: 020 7701 7271

By Billy Langsworthy MINIONS HAS enjoyed a great 2015, and H Grossman sees no sign of the brand slowing down in the next 12 months. Earlier this year, the firm told ToyNews that it anticipated Minions could surpass the success it enjoyed with Loom Twisters back in 2014 and the company has now revealed it has plenty in store for retailers to continue to sell

to fans of Despicable Me’s breakout stars. “Minions has been great for our business and the brand compliments our core categories,” Mark Walls, MD at H Grossman, told ToyNews. “The brand has a huge audience appeal. It is fresh, exciting and although it has a great appeal to kids, women also love them. There is a lot in the pipeline for the future development of this brand.” H Grossman: 0141 613 2525 www.toynews-online.biz

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NEWS

Lost My Name aims for new heights with The Incredible Intergalactic Journey Home New personalised picture book uses NASA technology to takes kids from outer space to their own front door By Billy Langsworthy LOST MY NAME, the firm behind the personalised picture book The Little Boy/Girl Who Lost His/Her Name, is aiming for new heights, literally, with its latest creation. Titled The Incredible Intergalactic Journey Home, the new picture book takes children on a journey from the depths of outer space back to their own front door. “Our latest title takes personalisation to a completely new level, creatively and technically,” Asi Sharabi, Lost My Name co-founder, told ToyNews. “Our first book is personalised around the letters of a child’s name, this time we’re using location. We take a child on

a journey from the depths of outer space back to their own front door. You could say that it’s a ‘zoom in’ exercise, where the child starts out in vastness of the universe and zooms in closer and closer to their own home. “The experience is different for every child as aspects of the storyline and imagery are personalised based upon where they actually live. “We’re using NASA’s open source photography of outer space, and mapping technologies that enable a close-up flyby of the child’s actual neighbourhood and landmarks near their house.” The firm is confident that The Incredible Intergalactic Journey Home can match the success of The Little Boy/Girl Who Lost His/Her Name, a title that sold over

600,000 copies in more than 135 countries in just over two years. “The market for brilliantly executed, meaningfully enriching products for kids is infinite, and the beauty of it is that it replenishes itself quite steadily year on year,” added Sharabi. “We want to create a whole new publishing,

entertainment and commerce company that reaches parents and kids all over the world.” Looking forward, the firm has international versions, new stories and even licensing in the pipeline. “2016 will bring more books in more languages and a few more surprises that will help make bedtime more

magical around the world,” continued Sharabi. “We’ll continue to roll out The Little Boy/Girl Who Lost His/Her Name to even more countries, including Russia and East Asia. We’ll be doing the same with The Incredible Intergalactic Journey Home, starting with English speaking markets then beginning to translate the story into additional languages. “We’re also working on brand new stories and some product extensions both physical and digital. “Licensing is something we wish to explore in the coming year. If we go down this route it will be with a carefully selected products/ companies who get what we’re trying to do as a brand.” Lost My Name: www.lostmy.name

“LEGO Dimensions will evolve toys to life,” Firm believes the game will offer toy retailers a new hit says Warner Bros collectable, thanks to future expansion pack purchases By Rhys Troake WARNER BROS Interactive Entertainment has told ToyNews that LEGO Dimensions will evolve the toys to life category. The firm believes that the game can bring the category to the next level and is a product that toy and game retailers should get behind this Christmas. “LEGO Dimensions is an entirely new entertainment experience that combines physical LEGO brick building

with interactive console gameplay using an innovative Toy Pad that will evolve the toys to life category,” Spencer Crossley, sales and marketing director, WBIE UK, told ToyNews. The firm also believes the game offers retailers a new hit collectable, with future expansion packs set drive sales beyond the initial Starter Pack. “LEGO Dimensions offers endless creative play and a fantastic value,” added Crossley. “Future expansion

pack purchases will continue to work with the Starter Pack, even in the fall of next year when other category offerings would historically launch entirely new Starter Packs. We’ll continue to evolve our product assortment, but everything remains compatible. “Our ambition is for LEGO Dimensions to not only evolve and lead the toys to life category into 2016, but to be the must have game this Christmas.” CentreSoft: 0121 625 3388

Introducing Cartamundi’s new magic range EMAIL: SALES@CARTAMUNDI.CO.UK TEL: +44 (0)12 68 51 15 22

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October 07

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CAMPAIGN OF THE MONTH / PLAYTIME

Monster High The school for ghouls returns this autumn as Monster High opens its doors for a brand new term, bringing with it a new line of fashion dolls, along with the first ever musical film. Here Mattel details its latest push for the brand CONTACT n Mattel: 01628 500205 n www.mattel.com A SCHOOL FOR stylish ghouls, Monster High empowers girls to express their individuality and form lifelong friendships. A bona fide pop culture phenomenon, with more than 140 million views worldwide and standing as the number three UK fashion doll, Monster High has become an evergreen property for Mattel. This autumn sees a new term for the ghouls of Monster High with the release of a new entertainment title, BooYork BooYork. The first ever musical from Monster High, BooYork BooYork follows the ghouls as they take a trip to the big city. The musical film release is supported with a new

range of characters and toy lines, including Luna Mothews, Elle Edee and Mouscedes King, who are set to showcase their different fashion choices and accessories. To celebrate the musical extravaganza, girls have been given the

Playtime n Notably, the children’s channels are providing an opportunity to target mums over the shoulder, with HWCH0-3 viewing to these channels up by 29 per cent YoY. This may not be a surprise judging by younger channels such as Tiny Pop, Disney Jr and Nick Jr experiencing YoY increases in terms of commercial impacts of approximately 107 per cent, 30 per cent and 20 per cent respectively. n Considering the fact that only a quarter (24 per cent) of all advertising on children’s channels in July was toys and games commercials, it is not surprising that stations have capitalised on their

recorded, with Bromfield aiding them along the way. The campaign will be amplified through a major partnership with POP TV with the competition and promotional spots running until October 18th. The campaign will also be supported by an

Generation Media takes a look at how children’s channels are performing against key demographics compared to total TV January 1st - July 31st 2014 vs 2015

Year-on-year change in Eq. Impacts as a % of all TV Impacts

n This edition examines how the total children’s channel set are experiencing growth against all key demographics compared to total TV.

chance to showcase their talent in the Sing to Win competition, with a major partnership with POP and singer Dionne Bromfield. Girls simply have to send in their version of the film’s title track to be in with the opportunity of having their song professionally

extensive marketing and retailer programme, which will include an extensive product TV campaign, along with social media, mummy blogger reviews and competitions in key girls press. Mattel is working closely with its retail partners to develop programmes that will work for shoppers. The firm’s channel strategy aims to target consumers with the right products for the right shopping occasion. The campaigns are being complimented with a 360 degree marketing campaigns, including TV, digital and PR, making sure Mattel can connect with its customers at the most appropriate touch points.

CH4-6

CH4-9

B4-9

G4-9

HWCH0-3

Individuals

28.8%

30 25 20

15.1% 15

11.6%

10.3%

10.0%

9.2%

8.5%

6.1% 5 0.8%

1.8%

1.2% -0.2%

-0.1%

-1.9%

Source: BARB,

-5

September 2015

All TV

performance against adult audiences. n Despite there being a

Childrens Channels

rise in children’s viewing to children’s channels, kids viewing to all TV is down by 1.9 per cent. As the other

demographics remained flat or had grown YoY, we can surmise that it is the older 10 to 15 audience

that has caused the drop off. This could be an effect of children moving from TV to the second screen.

ToyNews PlayTime is provided by Generation Media 0207 307 7900 | www.generationmedia.co.uk 08 October

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NPD RESEARCH

Retail Sales Trends

Properties

Action figures enjoy resurgence as value growth continues DESPITE THE less than stellar weather in August, the UK toy market continued to grow in value for the eighth month in a row, up three per cent. Volume was down five per cent as the market continues to be impacted by last year’s high volume summer craze, Loom Bands. Nine of 11 supercategories were in growth for the month, with plush the fastest growing for the second month in a row. Despicable Me/Minions and Bing continued to drive the category, up 19 per cent. The biggest winner so far this year is action figures, which has seen a real resurgence and has added over £16m so far this year. For August, action figures was up 11 per cent with film properties continuing to play a major role in the category. Avengers remains the number one property for the month with value three times up on August 2014 sales. A new launch in the last few weeks, Thunderbirds, with the new TV series, has also performed well

and was the number five property for August as well as the top property in action figure play-sets and accessories with the new interactive Tracy Island. Minecraft also remains a key property with low price offerings such as the blind packs performing well across the total market.

“Action figures is the most heavily licensed of all the supercategories with 80 per cent of total sales spent on a licence year-to-date,” said Jez Fraser-Hook, practice director of NPD Group’s toy business in the UK. “While new film releases such as Avengers: Age of Ultron, Jurassic World and Minions have been contributing to sales this year, old film properties can impact the action figure market for 12 months after cinema releases, as shown by continued strong Transformers and TMNT sales this year. “Hot new TV shows also perform well, with the historic example of Ben 10 and the latest launch of the Thunderbirds Are Go series. However, the big interest in action figures over quarter four this year will surely be Star Wars. “With new product relating to The Force Awakens only released on September 4th, at the time of writing it’s too early to say how strong the sales will be for this one, but it is a safe bet that a few lightsabers will be on Christmas wish lists this year.”

Best item progression August 2015

Thunderbirds Interactive Tracy Island Play-set (Vivid)

The toy range based on new series Thunderbirds Are Go has been met with excitement from all corners of the industry, and this play-set has taken off too, jumping from 338 in the July rankings to number 37 in August.

Sales UK toy sales

(value, year-to-date)

YTD 2014

YTD 2015

Source: NPD

Average toy price August ’14: £7.27

August ’15: £7.86

UK RETAIL SALES TRENDS August 2015

August 2015

(£ sales – value)

1Shopkins Two Pack 2.

Shopkins Pack of 12

SmarTrike 4 in 1 Trike Assortment

Flair

(Unit sales – volume)

1Shopkins Two Pack

Flair

Hot Wheels Basic Car Assortment

Mookie Toys

The Simpsons Minifigures

LEGO

Play-Doh Single Tub Assortment

LEGO Ninjago Airjitzu Assortment

LEGO

LEGO Mixels

All Surface Swingball

Mookie Toys

Play-Doh Classic Four Pack

Hasbro

Hot Wheels Basic Car Assortment

Mattel

Minecraft Mini Figures Blind Pack

Mattel

Disney Frozen Elsa Sparkling Ice Castle

LEGO

Jurassic World Sticker Pack

Panini

Paw Patrol Vehicle and Pup

Spin Master

Disney Frozen Three Stickers

Panini

10. Shopkins Five Pack

Flair

10. Despicable Me 2 Minion Surpise

Notes: All participating NPD retail data suppliers provide weekly data via epos systems. NPD figures are not projected to represent non-participating retailers but provide 100 per cent of the sales from participating stores. Epos sample includes the following retailers: Amazon.co.uk, Argos, Asda, Boots, Debenhams, ELC, Firebox, Freemans, Grattan, Halfords, Hamleys, HMV, John Lewis, Marks & Spencer, Mothercare, Next, Play.com, Sainsbury’s, Shop Direct, Tesco, The Entertainer, Toys R Us, Toymaster, WHSmith, Wilkinsons. NPD estimates that the epos now accounts for 78% of the total toy market.

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Mattel LEGO Hasbro LEGO

Geemac

01932 355 580 October 09

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APPOINTMENTS

Industry moves This month, Cheatwell announces several new appointments, HTI hires a new global licensing director, Anki appoints a new chief revenue officer ahead of the launch of Anki Overdrive and Sambro is our team of the month TEAM OF THE MONTH: SAMBRO Who’s in the team? Tom Duffy (managing director), Nikki Samuels (licensing director), Jeremy Clynes (trading director), Brian Robinson (finance director), Carl Woodthorpe (operations director) plus a team of 110 employees in across our Bury Head Office and warehouse. What have been your biggest successes of the last 12 months? Our Minions ranges have performed phenomenally throughout the whole year and the popularity of Frozen shows no signs of waning.

Cheatwell Games n In preparation for a new period of company growth, Cheatwell has appointed three new team members to drive UK sales. MARK JONES (top left) has been appointed as head of UK sales. As well as Golden Bear n The firm has appointed KATHERINE PIERCE as senior licensing and marketing manager. Formerly head of marketing and licensing at Jumbo Games, Pierce will lead the expanding marketing team as well as being responsible for sourcing new licence acquisitions for the company

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We have also TV advertised some key lines already this year, which have increased demand for product. What are you working on at the moment? We have an abundance of new licensed ranges coming up for 2016 including our new Star Wars collections as well as exciting new additions to lots of our ranges. We are also bringing in a raft of new distribution lines on the back of a successful 2015 in this area. What’s the hardest part of working in the toy industry?

managing the sales team, Jones takes responsibility for majors and multiples. CHRIS WEBB (top right) brings a wealth of experience and is tasked with helping the network of UK agents deliver objectives as well as developing national accounts. Elsewhere, RACHAEL WYATT, brings her blend of creativity and focus to bolster PR and marketing as well as utilising her toy industry experience to manage a number of national accounts. and managing existing licensing relationships. She will also be actively supporting the sales team in line with new license and marketing initiatives. HTI n The Independent toy manufacturer and distributor has appointed ALISON DOWNIE as global licensing director.

so right through design, tooling, manufacture, sales and marketing to the final product on shelf.

The toy industry is extremely fast paced and you have to be able to think on your feet and immerse yourself in all aspects of the industry to truly understand it and deliver the best products. While this is can be hard, it’s most definitely fun and highly rewarding.

What’s the best part of working in the industry? No two days are ever the same and we can’t think of a more exciting industry to be in. Now that we have expanded so much, the best part is being able to take a product from conception to completion

Downie brings a wealth of experience in the children’s toy market gained from over 30 years in the industry. She joins HTI from Golden Bear where she headed up the product development function and managed licensing for the company. In her new role at HTI, Downie will be responsible for identifying, developing and negotiating new license opportunities for the company on a global level as well as managing the frims existing licensing business relationships.

NHL figures and new upcoming brands. Desroches joins Imports Dragon with experience leading sales and brand teams at Spin Master, Dynatech and Crazy Frenchman Inc. over the last 12 years. His past experience and knowledge of the toy industry will be leveraged to help nurture the growing company both in Canada and the United States.

pioneer in the gaming and entertainment industry, blending video gaming with toys through robotics and AI. Bradley is a 12 year veteran of the games industry, having previously served as vice president for Asia Pacific at EA and having worked on titles including FIFA, Battlefield, Need for Speed, Plants vs. Zombies, The Simpsons and Star Wars.

Anki n The robotic toy company appointed a new chief revenue officer, ahead of the launch of its battleracing game, Anki Overdrive. Former Electronic Arts veteran MARK BRADLEY has joined the firm where he will be devoted to accelerating the company’s international expansion and establishing Anki as a household name in consumer robotics. His appointment aims to cement Anki as a

West Design n As part of a restructuring and streamlining policy, the firm has welcomed a new head of sales, MARK JEFFRIES. Jeffries was recently director of sales at Vital Pet Products, managing a portfolio of over 28,000 products going to more than 2,500 customers. Beforehand Jeffries operated as sales director at Helix, supplying to stationery, office, education and craft channels.

Import Dragon n Imports Dragon has announced that RICHARD DESROCHES has joined the organisation as director of brands. Desroches will be responsible for growing the company product portfolio and strengthening growing market share of popular brands such as Shopkins,

Who’s the office joker? Paul Cook in our sales team. Who makes the best cuppa? Nikki Samuels (as nominated by himself!)

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OPINION

Manufacturing movements Steve Reece takes a look at how the world of toy sourcing is accelerating away from China, following the dimishing factory output spurred the fall of the Yuan SINCE I last wrote about manufacturing, things seem to have moved on rapidly in the world of toy sourcing. There has been a general trend over the past decade or so for companies to look at alternative sources outside the toy manufacturing heartlands of South Eastern China. There have also been some moves to set up new facilities in other Asian countries, albeit limited in scale thus far. However, as with all things, necessity often accelerates things which sit in the ‘important but not urgent’ pile. I’m getting a definite sense that this may well be the year that leads to an acceleration of

toy manufacturing moving away from China. In the past few months I’ve been approached by four separate companies asking us to help them find reliable and cost effective manufacturing sources away from the seemingly ever-spiralling labour costs in China. We’ve seen factory output figures in China down by a double figure percentage year on year for some key months of the year, which is at least partially due to a drop in demand from the Eurozone due to the weakness of the Euro against the USD. The recent devaluation of the Yuan currency by way of reaction to this

diminished factory output will certainly supply some short term respite, and protect demand to a degree, but it can only be a temporary measure, and sadly offers little hope

Whenever I look at a toy factory in operation, it always surprises me how manual the manufacturing process can be for certain types of toys. And so when we come to look at viable

There are now some amazing opportunities ahead for the world’s manufacturing entrepreneurs over the next decade or so. of a long term solution to the fact that China’s manufacturing driven economy can no longer be relied upon for the highly competitive costings we were so used to in the past.

alternatives, the first factor we need to look for is cheaper labour costs than China, which brings India, Vietnam, Thailand, The Philippines and other Asian countries into the frame.

The challenge of course is how these countries can quickly fill the void in terms of education, expertise, supply chain and QA. We’re finding that those audit friendly factories who can prove that they are reliable and more cost effective are quickly filling spare capacity, to the degree that some of them are even turning business away. There are some amazing opportunities ahead for manufacturing entrepreneurs in these countries in the next decade or so. For now China remains the dominant force in toy manufacturing, but for how long it can remain so is an ever more uncertain question.

Steve Reece runs a leading consultancy delivering consumer research and manufacturing sourcing services to toy and game companies. Contact him via www.KidsBrandInsight.com

On trend Velta’s Andrew Dunn explores how choosing the right logistics company is key for firms, especially those dealing with some of the world’s biggest trendsetting brands WITH EVERYTHING from films and musicians, celebrities, sports teams and food and drink company brands being featured on an ever growing range of products, the licenced branding industry is now a $241.5 billion global business. But how do you ensure that you have an effective and efficient supply chain for the delivery of your products from the manufacturers to the end consumers? Whether you’re supplying merchandise for a big film release or products featuring the celebrity of the moment, you don’t want to miss the boat. The need to capitalise upon sales before the next

fashion takes over is no more apparent than in the licenced branding industry. A good logistics company will have an understanding of the importance of ensuring that your products are at the right place, at the right time. To meet your scheduled deadlines it is possible to ship goods over in advance and store in a customs bonded warehouse, such as that provided by a 3PL like Velta. By utilising a bonded warehouse, you are not liable for the payment of duty until the product is moved to the retailers. This enables you to store your products nearer to the final destination ready for

launch. If you are moving goods out of the EU, no duty will be payable at all. The Warehouse Management System operated by a 3PL provides access to accurate stock levels in real time, enabling you to ensure that you are keeping up with the demand levels for your goods, and are able to arrange additional shipments accordingly. What, however, if media attention gives rise to unprecedented demand? Air freight provides a good solution for getting your time critical products to retailers fast and efficiently; to speed up the clearance through customs, look to source an

AEO accredited company who will receive priority service from HMRC. Companies like Velta will ensure the smooth transit of licenced branding products through requesting relevant documentation for customs in advance, such as the proof of the licence, necessary for customs clearance. The provision of dedicated customs teams in organisations such as our own enables the provision of advice on up to date rules and regulations regarding imports, declaration requirements, duty and VAT. Trading with new licenced brands or new

branded products? Shelf space in retailers is of an essence and it can be a cut throat business to attempt to get your product to store. Utilising fulfilment services offered by a 3PL helps to establish new brands and new products developed for already established brands. Whether you own a brand or produce branded products under licence, sell via e-commerce or in store, one thing is for certain. A professional, reliable shipping and logistics company can help protect your brand identity by delivering complete orders on time, in good condition. It’s simply the sign of a good brand.

Andrew Dunn is head of global contracts and tenders at Velta. He can be contacted at Andrew.dunn@velta.co.uk

12 October

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9/25/15 18:49

OPINION

Toddlers and technology CHILDWISE’s Jenny Ehren reveals the firm’s latest data regarding how pre-school children are starting to fully embrace both tablet computers and touch screen technology ACCESS TO media is growing year on year among pre-schoolers. Tablet computers and touch screen technology in general, have made a significant impact on all age groups, but most notably among young children and toddlers. The latest figures from the CHILDWISE Monitor Pre-school Report show that 73 per cent of children under five use these devices, up from 27 per cent in 2012. Pre-schoolers appear to have rapidly adopted the tablet. It has quickly emerged as a most wanted device for children, even among the very young – and parents have encouraged this,

considering tablets and the games and apps on them as a great way to keep small children entertained and provide a learning benefit. The length of an average session is testament of parent’s approval, with toddlers typically entertained for around one and half hours at a time. Greater access to on-demand services is undoubtedly a contributory factor in the length of these sessions, along with the creative world of games and applications. One in six pre-schoolers also use a tablet or computer to video call family and friends. The report shows how pre-school children

and their parents are increasingly focusing their viewing attention towards on-demand services. Three out of five households now use these to some extent. This generation of children is growing up with the internet’s new mode of serving and searching for content, and they can decide what they want to watch and when. By age three to four, the majority are using these services to access their favourite TV shows. Pre-schoolers account for around a third of all children under the age of 16 and are an important demographic, both in terms of numbers and because these are their earliest years, when patterns of

behaviour and attitudes are first established. Studies have previously shown the older the child, the greater the likelihood that they will own and use computers, smartphones and the internet. However, this new report breaks the traditional correlation previously seen between increasing age and device ownership. More than a quarter of pre-schoolers have their very own computer or tablet, according to the new data. One in two use a mobile phone. The number using apps has soared since 2012 with more than half now using them. This rapid take-up and usage by such

small children reveals how important truly intuitive technology now is. New technology is becoming more accessible to very young children because it doesn’t need a manual, it can be operated easily and instinctively. The CHILDWISE research shows that by the age of four, most youngsters are self-sufficient on a tablet or computer and a significant minority are becoming independent players across the spectrum of mobile phones, TV and the internet. Constant access to technology is here to stay, and it seems that preschoolers and their parents have embraced this like extra toppings on a dessert.

Jenny Ehren is a research manager at CHILDWISE. The annual CHILDWISE Pre-school Report talks to more than 1,000 parents of 0 to four year olds, asking about their children’s media use and parents’ spending habits (www.childwise.co.uk/reports).

Not just for Christmas Learning Resources’ Chris Beardmore explains how the growth of the educational toys market is ensuring the sector is no longer just a seasonal hit EDUCATIONAL TOYS are becoming more common place in High Street retailers as parents and teachers look for products with added educational value to support their children’s development. Retailers now have the chance to support valuable learning experiences with a range of truly quality educational products. In the lead up to Christmas, educational toys make ideal gifts as their hands-on nature and durability encourage interactive play experiences that will keep children engaged throughout the entire Christmas season.

All too often, must-have toys are a five minute wonder, and the cardboard box can sometimes offer more play value than the actual toy. Educational toys, with their traditional values and contemporary designs, engage children with reallife themes and can involve the whole family. Learning Resources brings over 21 years experience to the educational toy market and as we like to say, ‘we are only ever one step away from the classroom’. We work closely with education professionals to ensure that our products provide added value by reinforcing key skills for

EYFS, Key Stage 1 and Key Stage 2 across core learning areas such as science, maths, construction and creative play. In an increasingly digital world we provide hands-on

such as construction sets and science tools over £30, our products appeal to both children and parents with varying budgets. We continually review the feedback we receive from

In the lead up to Christmas, educational toys make ideal gifts as their hands-on nature will keep children engaged throughout the entire festive season. physical play experiences that bring the magic of learning to life With varying price points from pocket money toys under £10 to larger toys

parents, teachers and the press, to ensure we deliver educational value within our products. The educational toy market is growing and

feedback from consumers suggests parents want added value in their products. This means toys that will educate children as well as entertain them. Within Early Years, we have recently launched three new numeracy board games and our award winning Gears! Gears! Gears! construction ranges have two new additions that are set to perform well over the Christmas period. Taking all of the above into consideration, we at Learning Resources strongly believe that an educational toy is not just for Christmas, as it will instil a love of learning that lasts a lifetime.

Chris Beardmore is the UK trade retail sales manager at Learning Resources. He can be contacted on CBeardmore@learning-resources.co.uk.

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October 13

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9/22/15 17:13

9/23/15 11:13

CROWDFUNDING FOCUS

Crowd control The world of crowdfunding is playing an increasingly important part in deciding which toys end up in the hands of consumers. This month, we kick off a new series looking at projects currently being backed by the public but first, Toyology’s Peter Jenkinson explains why it deserves to be taken seriously by our industry GETTING ANY invention under the protruding facial feature of a toy or game company exec that can make a decision, be that positive or otherwise, is tricky business. Be you an orthodox inventor, more of a crackpot creator or even a complete chancer, getting playthings from the back-of-a-fag-packet to shelf has notoriously, and historically, been lengthy and laborious. All hail crowdfunding. It’s given our industry more of a shake than the much hyped 3D printing crisis that was about to engulf the toy market and change

it beyond anyones control (never did, never will). The extraordinary sales success of Cards against Humanity and the millions raised by Exploding Kittens on Kickstarter have helped a new genre of category, ‘badult’, to be born, and that is no mean feat.

Over on Indiegogo, we’ve seen ten of millions of dollars poured into all manner of playthings from drones to kids’ carts and plenty in-between. Established brands have also been taking to crowdfunding of late and, while it may seem head-

slappingly obvious that it’s a less risky financial path to take, there is huge value to be derived for any existing toy player. We have Hasbro teaming with Indiegogo, not looking to raise cash, but instead tapping into the vast ideas network which exists there.

Hasbro can pick the top ideas that are now being crowdfunded and the winner gets a stack of cash and time at its HQ fine tuning the win. A no brainer and a great initiative by the Hasbro marketing machine. Stacks of PR, and a ton of ideas in return for a drop in the ocean amount of cash. But is this latter approach at risk of sullying the spirit of crowdfunding? Well, it changes the landscape somewhat but the pace of change likely means a major player might one day have an entire platform devoted to getting the next big idea. In fact, one might well buy out a platform like the purist toy player Toybacker. If they do, I’m surely due a cut for this marvellous match-making.

MyFamilyBuilders Robert Hutchins talks to Tom Mandeville, founder and CEO of the recently funded MyFamilyBuilders, a wooden toy project that aims to truly reflect the diversity of different families across the globe Platform: Kickstarter Goal: $25,000 Amount raised: $27,516 Campaign status: Finished Why did you guys choose to use Kickstarter? Kickstarter allowed us to try to get the necessary funding, but it also helped us create a community with the people that decided to back our project. The relationship we generate with the backers is very different than the relationship a company develops with their consumers. We listen to their recommendations and comments. Kickstarter also allows us to test the concept behind the toy, the communicational tone

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the 347 members actively participate all the time, but all of them are helping one way or another, and at the end of the day, we know we are now a bigger team.

and the price point. The campaign for us is not only a way to get funded, it’s also an ongoing research; that’s why we changed the title of the campaign and the images of it several times to try to learn from it. How have you found the crowdfunding experience?

The experience is amazing. A great aspect of the experience is the relationship that you establish with the backers and other Kickstarter project owners. When we begun the campaign, we were a team of six professionals. Now it feels like we are a team of 347 people. Sure, not all of

How can UK distributors get on board? We would love to get in touch with all the UK’s educational toy distribution companies that would like to carry the MyFamilyBuilders toy set. Why should the UK market be excited by MyFamilyBuilders? We are the only toy makers around the globe developing a fun, educational toy to help children, parents and schools embrace family diversity through play.

We are letting new generations learn through play that families come in all shapes, colours and sizes and that it all counts and that it’s good and desirable. It is important we remove the existing biases for the next generations to come. MyFamilyBuilders fits in perfectly into todays UK’s multicultural reality, especially in schools. What’s next for you? We will begin manufacturing this month. For the future, we are already planning a second edition with some brand new characters. We plan to be present in the next NYC Toy Fair to get into the US market and are also looking for distribution in the EU. Ez@myfamilybuilders.com

October 15

9/25/15 11:03

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9/17/15 16:28

KIDS MEDIA SPECIAL

Hot off the press Redan Publishing’s joint MD Julie Jones tells Rhys Troake why print media is an educational alternative to TV and other screen-time activities and has the potential to create a genuine buzz about desirable new toys What can children’s print as a medium offer toy firms? Magazine advertising compliments any marketing programme as the environment of the magazine lends credibility and longevity to the campaign, strengthening its impact. Buying a magazine involves an active choice from parent and child. Children love the characters and see them as their friends and parents perceive magazines as an educational and positive alternative to TV and other screen-time activities. Done properly, print offers the opportunity to interact with your audience by inviting children to take part in activities on the page and spend some time thinking creatively about the product.

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What opportunities does Redan offer toy companies? We have the entire standard advertising options, such as full-page ads and inserts, but we also offer advertisers the chance to design posters, perforated activities and even to sponsor whole workbooks.

Draw a line to match each close-up to where it belongs in the big picture.

Look and Find

! in W

Have you seen the medium change over the past year? The main changes we are seeing are the blurring of lines between online and print media. We now have social media accounts and websites for many of our titles, so advertisers are getting much more for their money these days. Everything we do in print we can replicate and enhance online in one form or another. We find in particular that certain product giveaways can really take off if they are shared online and picked up by competition forums – it’s a real bonus when trying to get product in front of parents.

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Readers from Australia and New Zealand should email their entry.

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We can use digital scanning technology like QR codes to link through to online content, whether that is trailers, sizzlers or games. Also, all our bagged issues provide a really easy and cost effective way to sample product or inserts. We are really happy to talk to any innovative would-be advertisers who like to think outside of the box. Online crossovers, voucher codes, product sampling, reviews and competitions are all excellent ways to gain coverage and generate a buzz around a new product line or brand. What toy companies have you worked with in the last year and how did you shape the campaigns? We’ve been working with Norton & Co and Jakks Pacific to put together some really lovely advertorials in Sparkle World for their

Disney doll ranges. The pages are designed by our editors so that the toys blend seamlessly with the Disney worlds they inhabit and the readers can really spend time on the page interacting with the product. We’ve run a similar campaign for Pinypon across Fun to Learn

always manages to receive great online attention and lots of regular coverage in the magazine. What can print offer toy firms that mediums like radio and TV cannot? Editorial endorsement and the opportunity to capture the child’s imagination and

Parents perceive magazines as an educational and positive alternative to television. Julie Jones, joint MD, Redan magazines as well as Sparkle World, blending a full page advert with an activity competition to create bespoke double page spreads that have delighted us by proving very popular with readers. Finally, our online Mega Comp in Sparkle World

to engage them in spending some time interacting with the product on the page. Radio and TV ads are generally either talked over or fast forwarded through, but if you have an interesting activity or advertorial slant to your print advertising, children will take time to get involved.

In a nutshell, what would you say to toy firms considering working with print? Given the right design treatment, print adverts can capture a child’s imagination and become an invaluable way to recruit readers as brand ambassadors and create a genuine buzz about desirable new toys. They can point to online campaigns and help to reenforce TV advertising by going beyond the basic sell. Ads can also help to take a toy brand from product to IP, by helping to build a back story and by association with more highly recognised children’s characters. They are also relatively cheap by comparison. When you are planning your advertising budgets, you are missing out on some really innovative marketing if you don’t consider booking some print opportunities into your schedules. October 17

9/24/15 16:12

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Loved by children, trusted by parents. Untitled-2 1 Toy News.indd 1

9/17/15 16:53 14/09/2015 11:59

KIDS MEDIA SPECIAL

Screen-age kicks David Murphy, kids controller, sales at CITV tells Robert Hutchins why the small screen still remains a vital means of showcasing toys to its target audience with commercial campaigns and messaging have a key role to play in targeting the customers of today most effectively.

What does TV as a medium offer toy companies? TV still offers a great shop window for toy companies to showcase their products, creating awareness, interest and importantly, attention. It helps put products at the front of potential customers’ minds and encourages them to investigate the product further in-store or online. What opportunities does ITV/CITV provide for these toy companies? The majority of the opportunities offered by CITV are on-screen. The channel still provides some of the highest ratings across all kids’ commercial channels, particularly our weekend morning strand which is simulcast across ITV and CITV. Campaigns can range from a regular spot campaign to more a bespoke production made exclusively and tailored to run across our channel’s commercial space. We also offer on-screen sponsorships of strands and particular shows and have been pleased to sign deals with Character Options, Creative Toys Soccerstarz and DC Thomson across our autumn schedule. Beyond these on-screen opportunities, campaigns can be augmented through online advertising packages across the CITV website and the CITV section of the ITV Player. Plus, we can offer licensing packages to help bring campaigns to life off-screen in conjunction with CITV. What toy companies have you worked with in the last year and how did you shape the campaigns? At CITV, we work with the majority of toy companies www.toynews-online.biz

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What would you say to toy companies thinking of working with TV? Kids’ TV isn’t going anywhere. Kids may now be consuming their content in many different ways, but advertising on TV will always be effective in helping to kick-start and boost a great campaign.

who advertise on TV, from the smallest to the largest. It has also been great this year to see a number of new-to-TV toy companies coming on board as advertisers. Increasingly, we are seeing much more comprehensive briefs from advertisers looking to deliver advertising messages across a number of channels. We will work with all advertisers, as well as other advertising partners, to see how CITV can best fit into their marketing needs in order to help create a successful campaign and ultimately, generate sales.

How have you seen TV toy campaigns evolve and do VOD platforms force a change of focus? The marketing plans of many toy companies have become much more sophisticated recently. Many now recognise the need to utilise a number of different channels, helping

to create engagement and interaction with customers throughout their daily routine and habits. These channels must all meet a required marketing need, complement each other and deliver a consistent message. It is not a case of TV over VOD or vice versa, because both

What can we look forward to from CITV this year? Look out for all new episodes of Thunderbirds Are Go coming to CITV later this autumn. Premiering on our weekend morning simulcast strand, these new CG animated shows are likely to generate some of the biggest audiences across all kids commercial TV in 2015.

Kids may be consuming their content in many different ways, but TV advertising will always be one of the most effective mediums at kick-starting a great campaign. David Murphy, CITV Breakfast

What can TV advertising offer toy firms that other mediums cannot? TV is all about grabbing attention. A fantastic product combined with great TV creative can still shout the loudest about your product, delivering your advertising message to your target audience, generating awareness and stimulating a good level of interest among them. That’s not to say that other mediums are not also essential, they all play a role in order to best engage with customers. October 19

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KIDS MEDIA SPECIAL

Radio active An easy to access medium able to reach children across the nation, radio is a platform that toy firms can reap benefits from at a lower cost. Joe Friel of Fun Kids, the UK’s only broadcast children’s radio station, tells Rhys Troake how radio can help toy firms and brands conquer the air waves

What can radio as a medium offer toy firms? Radio has far fewer competing brands than other media platforms. In fact, Fun Kids is the UK’s only broadcast children’s radio station. This means that toy firms who use Fun Kids as part of their advertising mix can really cut through. Radio is also incredibly cost-effective, with rates often cheaper than an equivalent web campaign.

has just extended the way we can communicate with our audience. A great example of this is our partnership with virtual world, Bin Weevils. Last year we launched an exclusive Bin Weevils radio

Have you seen it change over the last year? Our weekly audience has grown over a third, to 389,000 listening every week and we have developed partnerships across print, digital and events pushing Fun Kids to our audience on more platforms than ever before. We’ve also had more and more advertising campaigns come from toy companies than ever before.

show and they took Fun Kids radio into the virtual world where children can visit a radio studio and collect a radio item for their virtual home. Providing a whole new way for children to listen to the station and giving them content they really care about.

How accessible is digital radio to kids? Hugely. Radio is really adaptive and new technology www.toynews-online.biz

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investment from the sector has continued to grow. Due to the complete lack of content for kids on radio before Fun Kids, and the focus on visual, radio was understandable quickly dismissed from toy briefs.

Radio is able to turnaround campaigns much faster than most other media. Joe Friel, Fun Kids

Have you seen toy companies embrace radio the last few years? Definitely. Fun Kids itself is still a relatively new radio brand, but three years ago we finally started breaking through with toy firms and since then, the level of

What opportunities does Fun Kids have for toy firms? Sponsorship of shows or features within them, or of key family times of the year (such as half terms) provide a great way to absolutely make toys front of mind and we can create a wide range of on air creatives to promote individual toys, as well the brands as a whole. On air advertorials are also popular with toy firms since, for no extra cost, we use our audio expertise to create bespoke advertorials for their products ensuring we really

engage our audience and spark children’s imagination around their toys. What toy companies have you worked with this year? This year we ran a great campaign with LEGO Friends for its new Popstars range. This was a truly 360 campaign. It became our breakfast sponsor, with on air creatives promoting each of the individual products in the range. What can radio offer toy firms that mediums like TV and online cannot? Strong dual listening opportunities. Our audience research shows that we’re not as much of a child-sitting service that you might see for other child brands. Our listening is often a shared family experience, from in-car listening to having it on while doing homework. Radio is also able to turnaround campaigns

much faster than most other media. Live presenters mean new messages can be delivered on air within hours, and producing or altering features and adverts is naturally quicker than for the likes of TV. What would you say to firms thinking of working with radio? I would tell them to listen to Fun Kids. As soon as you hear what children’s radio sounds like, you will immediately see the opportunities it offers for your brand. Also, don’t think of working with radio as just radio. Our audience moves between platforms seamlessly and we have met this challenge head on, bringing Fun Kids to them through radio sets, websites, virtual worlds, mobile apps, video and live events. This means a whole range of ways that toy firms can interact with children and parents. October 21

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SUPPLIER PROFILE

Crane storm Four years after joining as managing director, Jonathan Thorpe has turned the company from a wooden toy firm to the port of call for innovative pre-school ranges, plastic toys and fashion dolls. Robert Hutchins discovers why 2015 has been a ‘terrific year’ for John Crane Ltd and what plans are in place to ensure a great 2016 WITH ANNUAL earnings on course to end 15 per cent over target, and a plate of biscuits placed in front of him, Jonathan Thorpe, MD of John Crane Ltd. really is the cat that got the cream. It’s at the firm’s Northampton headquarters that the managing director of this one-time wooden toy specialist invites us to join him in the showroom; a colourful cavern where boxes of Our Generation dolls, Tidlo pre-school toys and more B-Range products than you’d care to count, line the walls. “You see?” he smiles. “We’re a lot more than a wooden toy company nowadays.” It’s a truth that couldn’t be more evident. In fact, over the last three out of the four years under Thorpe’s leadership, John Crane Ltd. has managed to cast off its moniker as a wooden toy firm, expand its entire product offering and more than double its business. And, while heritage brands remain a staple among the firm’s now select independent retail base, it is the result of a complete company overhaul and its launch into plastic toy and fashion dolls that has brought John Crane Ltd. the majority of its recent success. “Before I arrived, we would not consider doing anything plastic,” Thorpe explains. “And when we launched the B-Range, everybody said that it wouldn’t sell. It went on to sell like crazy. The dolls range, meanwhile, is just unbelievable business.” The range in question is the Our Generation collection of fashion and lifestyle dolls, valued at around $600 million in the US and projected to account for 30 per cent of John Crane Ltd.’s turnover for the year. So popular is the range among UK consumers www.toynews-online.biz

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that Hamley’s has even recently installed its own Our Generation concession where, having already sold over £30,000 worth of dolls and accessories a year, it is now expected to shift up to £500,000 this year. But despite the air of a man at ease with the firm’s recent accomplishments, Thorpe admits that bringing the company to within sight of a third consecutive year of profit, and in so short a time, has taken concerted effort. “We have more than doubled the business in three years, but we have had to overhaul the entire company to do so, and refocus where we sell product,” he explains. “Five years ago, it was all in a bit of a mess. We worked with 800 accounts, closed 400 every year and opened 400 more. We weren’t selling product, just shelf filling. What’s more, when I arrived, only three people were using email.” Since 2010, things have certainly moved on for the firm that has now streamlined its approach to independent

retailers and opened conversations with the largest global market places. “Essentially, we have to go to where the consumer is buying toys,” continues Thorpe. “There is a lot of

global market a smaller place within which to trade. “Nearly 70 per cent of our sales to consumer go through the internet, so that’s a massive influence on us,” continues Thorpe.

Before I arrived, we would not consider doing anything plastic, but it’s sold like crazy. Jonathan Thorpe, John Crane romantic notion about independents in this country, but you have to go to where the business is. “It’s not us that dictates who we sell to and who we don’t sell to, it’s the consumer. When I came here, the independent market made up around 70 per cent of the business. To be frank, if we’d have stuck with that market, we’d have gone bust.” Instead, having moved from wooden toys to conducting the majority of its business through other areas, Thorpe champions the internet as a ‘wonderful thing’, that has made the

“Which brings into question the time spent designing packaging; there will be a point when everything is sold in brown boxes. I don’t mind if we’re the first to do it. “The Internet makes everything transparent and it makes it a very small world now, so you have to have a plan, and a big one.” Bathed in the pink hue of a wall of Our Generation dolls and accessories boxes and sat opposite the company’s exclusive John Lewis home brand toy line, Thorpe is refreshingly candid when revealing the big plans for John Crane Ltd.

“By the end of 2017, I want to be doing £14 to 16 million a year and to have put us in the position where we are the go-to company. Whether you know we are John Crane Ltd or not is irrelevant, but I want us to be a significant player. I don’t want to be a Hasbro or a Mattel, but one of the better medium players.” And it’s an evolutionary step for the firm that already appears to be taking effect, as Thorpe delights in explaining the unique position its success with dolls and plastic toys has put the company in. “For the first time in our history, we have just turned down a large order of Our Generation dolls from Tesco. They were gobsmacked of course, but sometimes you have to say no in order to say yes later on. “It’s too early for the range to enter Tesco. It would have killed it dead. The strategy is, let’s build it first and when it starts to die, that’s when you start going mass. “It’s all about control,” he concludes with a smile. “And I am a control freak.” October 23

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News Media

Dedicated monthly licensing coverage for the UK

Opinion

Frozen, Minions and Paw Patrol fuel Sambro’s best year yet The licensed toy and merchandise specialist has seen over 33 per cent increase in turnover this year By Rhys Troake 2015 has been Sambro’s best year ever, thanks to a strong showing from licences like Frozen, Marvel, Minions and Paw Patrol. The firm has benefitted from an increased focus on TV advertising this year, as well as numerous award wins. As a result, strong sales have followed. “We’ve had our best year ever,” Nikki Samuels, Sambro’s licensing director, told ToyNews. “We have had major successes with Frozen, Disney Princess, Marvel, Turtles, Play-Doh, Paw Patrol, and, of course, Minions. This has been capped with a Gold Medal at the Independent Toy Awards for the Olaf Slush Maker in the competitive licensed toy category. “It’s just been a great year. Our turnover is up over 33 per cent which now gives us the ability to invest in 2016 and the future. We have boosted our design team significantly, sourced two additional experienced buyers and ramped up our operations and administration teams. “We have invested in new showrooms in Hong Kong, new bigger stands at London Olympia’s Toy Fair and Birmingham’s NEC Spring Fair, and revamped our UK showroom. “TV advertising has also been a key focus in 2015 and sales are performing very well on our Sweet Care Spa range, Frosty Fruit and three games, led www.toynews-online.biz

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by the outrageous Lay It or Break It game. We are now looking forward to 2016 and with our planned product introductions and continued investment, we are looking at further strong growth. “It’s all about people, product and planning.” Looking ahead to next year, Sambro has secured deals to launch licensed ranges including Finding Dory, Shopkins and Batman V Superman across a whole host of categories in 2016. “We are really excited by some of the new introductions, and comments so far signify that we are going in the right direction with them,” added Samuels. “As well as continuing with our current deals, we will add Disney Tsum Tsum, Finding Dory, Little Tikes, Bratz, Dora and Friends, Batman v Superman, Thunderbirds and even Shopkins. Our portfolio is considerable and for most licences, we are making product in the categories of arts and crafts, stationery, pocket money and bags. The firm’s wheeled toy category will also continue to grow in the New Year and 2016 will see additions from Paw Patrol, Half Shell Heroes, Blaze as well as Dora the Explorer. “Little Tikes is an exciting opportunity and we will have arts and crafts product featuring iconic Tikes product, tooled to

scale to fit our dough range, plus a new range of tooled scribblers. “We have also tooled up for new key items under the brands of Dory, Tsum Tsum, Bratz and the restyling of Disney Princess, but I don’t want to give away too much at this stage. You will have to come and see for yourself at our previews and next year’s toy fairs.” Elsewhere, the firm has seen its licensed pocket money lines take off, and is planning to bolster this line, as well as its character bag offering, in 2016. “Licensed pocket money continues to flourish and the new brand introductions give us the chance to make exclusive characterised product. And don’t forget our character bag range. “This is a significant part of our business and 2016 sees some fantastic

introductions in licensed plush backpacks and some innovative new designs. “There is a continued growth in our investment in tooling, allowing exclusivity and license focused offerings for next year.” Sambro: 08458 739380

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NEWS

Pretend to Bee launches first licensed ranges Costume brand is launching Thunderbirds, Cloudbabies and Natural History Museum dress up lines By Billy Langsworthy PRETEND TO Bee is launching its first ever licensed costume ranges. Global Solutions for Clothing, Pretend to Bee’s manufacturer and supplier, has signed deals for costumes and onesies based on Thunderbirds, Cloudbabies and Natural History Musuem. “Our generic lines are of course extremely popular but we felt that by working with the right licensors, we could create product ranges that would have broad appeal and capitalise on the buzz surrounding these brilliant properties,” said Harrison Palmer, director of sales and marketing at Global Solutions for Clothing Ltd. “Each of these licensed properties are not only well-established but have

the ability to inspire new generations of fans. “We are experts in creating quality ranges aimed at a young audience and are therefore able to take these great licences and create products that appeal to that new generation.” Palmer believes that by embracing licences, Pretend to Bee can boost its profile in the industry as well as grow the wider business. “While we have been operating for a long time we are probably not on everybody’s radar,” said Palmer. “Introducing licensed ranges will certainly raise the company’s profile and the brand awareness for Pretend to Bee. “By showing retailers and licensors that we can create costumes and character onesies that sit perfectly beside other licensed merchandise will also enable

us to grow the business even further and we will be announcing more licensing deals throughout 2016.” Pretend to Bee is treating licensing as a new longterm strategy, and plans are in place to make this new side of the business a major focus in 2016. “We have built a reputation for creating high quality costumes across lots of different genres and know the elements that go into creating successful dress-up lines,” continued Palmer. “We are already adding to our existing licensed ranges in 2016. For example, we are launching a Virgil Tracy costume to our Thunderbirds range early next year. We are already in advanced discussions with a number of licensors and next year, the licensing side of our business will be our main focus.” GSC: 0115 921 5690

Tinderbox hunts toy partners for ReCore “With a mix of robotic animals and sci-fi adventure, the game has such distinct aesthetics with clear opportunities in toys,” Dan Amos, Tinderbox’s head of new media, has told ToyNews By Billy Langsworthy Tinderbox, the digital division of brand extension agency Beanstalk, is on the lookout for toy partners for the soon-to-belaunched action adventure video game, ReCore. The firm is building the global licensing programme for Microsoft’s ReCore across an wide array of categories including toys, apparel, accessories, collectibles, publishing, gift and novelty. “With a mix of robotic animals and sci-fi adventure, ReCore has such distinct aesthetics, with clear opportunities 26 October

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in toys,” Dan Amos, Tinderbox’s head of new media, told ToyNews. “Shortly after the announcement trailer debuted at Los Angeles during E3, there was an immediate response of fan created content, including a complete set of LEGO built figures with instructions uploaded to the LEGO Digital Designers site. “The ReCore community continues to grow with fans eagerly anticipating the release of the game.” Speaking of which, the game is set to land on Xbox One in early 2016 and in terms of gameplay, blends action platform dynamics

with a story all set in a mysterious world. It stars a female protagonist who is accompanied by a robotic dog, boasting a glowing sphere in its abdomen. Elsewhere, Tinderbox is also pursuing various licensing opportunities across a wide range of categories for the additional titles that it represents within the Microsoft Studios Xbox portfolio. These include the adventure title Fable, as well as the hit open-world zombie survival game, State of Decay. Tinderbox: 020 7572 0858 www.toynews-online.biz

9/25/15 17:20

NEWS

Peppa Pig joins the Build-A-Bear Workshop stable From this month, kids will be able to create their own customisable Peppa Pig, with various outfits and sounds By Robert Hutchins PEPPA PIG is preparing to make her debut at BuildA-Bear Workshop stores across the UK. In a new partnership between the popular children’s shopping destination and Entertainment One Family, fans will be able to create their own customised Peppa Pig teddies in-store from October 9th. Youngsters will be able to choose from a variety of outfit and accessory

options, while the sweet swine herself will be fitted with a five-in-one sound chip, two outfit options and her favourite bear, Teddy. “Our Peppa Pig product is one of the most customisable Peppa lines on the market,” Jennifer Kretchmar, chief product officer of the Build-A-Bear Workshop’s US business told ToyNews. “The addition of Peppa gives our young guests the experience of bringing one of their favourite characters to life.

“We are really excited about this product. It truly touches the imagination of children worldwide and gives them the ability to put their own special touch on Peppa Pig.” As a result of the deal, Peppa Pig now joins an ever-growing portfolio of popular licensed children’s characters under the Build-A-Bear Workshop banner including the likes of My Little Pony, Marvel’s Avengers, Star Wars, Teenage Mutant Ninja Turtles and Minions.

Thunderbirds helps Posh Paws soar in bag sector

BuildA-Bear Workshop currently operates 60 stores across the UK with more sites in the pipeline. 0800 5420635

Skylanders SuperChargers to soup up toy vehicle sector

The plush specialist is expecting the heritage brand Activision says its range of collectable toys-to-life to help seal its position in the bag sector next year vehicles will ‘take the sector by storm’ By Robert Hutchins By Robert Hutchins POSH PAWS has earmarked the plush bag market as a new staple category for AW and beyond, thanks to the continued popularity of Thunderbirds Are Go. In partnership with ITV Studios Global Entertainment, the firm has recently secured the rights to launch a range of shaped bags featuring Thunderbird 2 and Thunderbird 4 from the hit new television series. The collection is being soft launched this autumn/winter before more lines are rolled out next year, when the spring/ summer back-to-school market will be the firm’s main focus for the themed range. Posh Paws first came to the bag market around three years ago, bringing what it bills as ‘great novelty and innovation to the sector,’ but believes that with the Thunderbirds Are Go licence now in its portfolio, 2016 will seal its position in the new category. “We are relatively new to the bag market, so getting a high profile www.toynews-online.biz

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boys’ licence like Thunderbirds Are Go has helped to convince customers that we are really here to stay in this category,” Barry Groves, managing partner at Posh Paws International told ToyNews. “We have had a great response to the line already and we are getting excellent vibes for 2016. “Thunderbirds is a classic brand that has moved and evolved with the times while managing to retain the consumer’s affection throughout its history.” Posh Paws: 01268 567 290

ACTIVISION HAS detailed its plans to reinvigorate the toy vehicle category with ‘the same magic’ its Skylanders franchise brought to action figures. The firm that pioneered the toysto-life market when it launched Skylanders in 2011, is now looking to shake-up the sector with its new Skylanders SuperChargers. With the introduction of 20 new vehicles, including planes, cars, submarines and boats, Activision has said it wants to take the vehicles market by storm. As well as new gameplay, the latest line will also feature two of Nintendo’s most iconic characters, Donkey Kong and Bowser. The toys-to-life category is now estimated to be worth $4 billion, of which Skylanders represents a 75 per cent stake. “We are very proud of how Skylanders has captured kids’ imaginations around the world,” John Coyne, Activision’s VP of consumer marketing told ToyNews.

“We now hope to bring the same magic that we brought with the launch of Skylanders, to the vehicle sector, as we bring them to life.” Each Skylanders SuperCharger is designed to be played in and out of the game with unique weapons, upgrades and moveable parts. In an interview with ToyNews’ sister title MCV, VP of Skylanders, Josh Taub revealed that Skylanders SuperChargers was “going to take the vehicles category by storm.” Activision: 020 3060 1000

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DHX BRANDS

Ready, steady, Po Tom Roe, commercial director of DHX Brands, tells Billy Langsworthy what the firm has in store at BLE as well as upcoming toy plans for Teletubbies, Twirlywoos, In the Night Garden and new property, Make It Pop

What can we expect from DHX Media at BLE? A continuation of a lot of what we have been working hard on this past year - seeing our plans on Teletubbies evolve as we move towards launch, finalising the few remaining categories in the UK, which is the launch market, and building up comprehensive programmes across Europe and the world. There has been huge interest since we announced we were bringing Teletubbies back, and we’ll now be able to show new content and artwork at the show. With Twirlywoos having launched successfully earlier this year, we are also looking to build upon that. Master toy partner Golden Bear launched the toy line in the UK earlier this year with great success, with publishing and other categories www.toynews-online.biz

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launching now, and we are naturally looking to build upon that momentum. We have some great traction internationally as well, and are working with our agent network in developing local licensing programmes. For In the Night Garden, this well-loved property is fast approaching its 10th anniversary, and remains an integral piece of our portfolio. Voted one of the best performing pre-school properties in the UK last year, we’re now looking at a brand extension into nursery, with a separate programme targeting nought to 12 months. We also have some great momentum on our evergreen children’s animation Caillou, particularly in Iberia. Having recently acquired NerdCorps, its boys’ animated action property Slugterra is also a focus for us as consumer products programmes are currently

being implemented across several European territories, including France and Italy. New to BLE this year is Make it Pop, a K-Pop inspired live-action tween girl property. The show has been a big hit on Nickelodeon in the US, and has recently started airing

What is the biggest challenge facing the licensing industry? Intense competition as always, alongside limited shelf-space. At the same time, while economic conditions have improved significantly, it’s still quite tough out there,

Our plans really kick off in a big way following the TV launch of Teletubbies. Tom Roe, DHX Brands

in other territories including the UK and Australia. We have big hopes, as the show has all the right ingredients to be a big success and there is a gap in the market for a property in this genre. We have also just signed a deal with Jakks Pacific to come on board as the Make it Pop master toy partner.

and there remains a fairly risk-averse attitude. Where do you see the next big growth coming from in the licensing industry? It’s such a dynamic industry that I actually think there are many areas. One of the biggest is the convergence of physical and digital products, which

is becoming far more prevalent and polished each year. What do you want to have achieved come the end of the year? Stacks – we have a lot going on. Not least, we’re looking forward to the TV launch of the new Teletubbies later this year, as our plans do really kick off in a big way from there. There’s also the rollout of other product categories for Twirlywoos, tying up our core partners on our key properties for the next several years as well as the successful launch of Make it Pop and signing up key initial categories. Given the international interest in our properties, we’re also looking to finalise a series of agency representation deals in order to give us truly global coverage. October 29

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ITV STUDIOS

Licensing lift off Billy Langsworthy talks to Trudi Hayward, SVP head of global merchandise for ITV Studios Global Entertainment, about the success of Thunderbirds Are Go, Poldark’s potential and the crowded boys’ market

What can we expect from you at BLE? At BLE, in addition to presenting opportunities for our diverse portfolio of brands, we’ll be updating the industry on our recent successes and the exciting developments we have in the pipeline. We’ll also be presenting opportunities for hit historical drama Poldark, the new TV adaption of Winston Graham’s popular book series, at BLE for the first time. What has been the biggest challenge facing the licensing industry this year? It’s currently a tough market, but we are noticing things improving all the time. One of the biggest challenges is that there are many similar brands at the moment. 30 October

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In particular, the boys’ market is currently very saturated and with the significant market support behind big budget franchises, it’s becoming very difficult for new properties to break into. However, I do think strong brands like these

the Thunderbirds franchise so far. We’ve launched the highly anticipated Thunderbirds Are Go series and we are celebrating the 50th anniversary of the classic show. We’re also currently busy preparing for the TV

One of the biggest challenges is that there are so many similar brands at the moment. Trudi Hayward, ITVS GE

are good for the market because their halo effect helps to spread confidence among both consumers and retailers. What do you want to achieve by the end of 2015? It’s been a tremendous year for us and, in particular, for

premiere and licensing programme launch of Thunderbirds Are Go in several new markets including Middle East, Israel, Europe, the Americas and Japan. By the end of 2015, we want to continue to build upon this momentum and

ensure the success of all our properties continues into 2016 and beyond. Where do you see the next big growth coming from in the licensing industry? I see increasingly imaginative partnerships and product ranges driving growth in the industry as companies strive to bring increasingly fresh and inventive products to consumers. For example, the apparel category always presents interesting opportunities for brands to be creative and engage consumers of all ages in exciting ways. Elsewhere, I see technology continuing to develop at a rapid rate and enabling different licensees to push the boundaries even further. www.toynews-online.biz

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NICKELODEON

Store patrol Marianne James, vice president, consumer products UK and Ireland and European retail sales and marketing at Nickelodeon Viacom Consumer Products, tells Billy Langsworthy about it’s biggest BLE yet, the overwhelming demand for Paw Patrol and why the firm’s future in the toy space is looking bright How has the last 12 months been for Nickelodeon in the toy space? 2015 has been a fantastic year. Our roster of properties has benefited from blockbuster theatrical movie releases, strong Nickelodeon network ratings, presence on Channel 5 and innovative retailer promotions. Evergreen properties have grown steadily with new lines and new licence deals, while new properties have proven successful on air as well as on shelves. 2015 has also seen the opening on the flagship Nickelodeon Store in Leicester Square which is a huge opportunity for our properties and toy partners. What have been your best performing properties? Turtle Power has continued in the toy aisles with the launch of the Mutations range from Flair as well as the expansion of the younger-skewed HalfShell Heroes. The Teenage Mutant Ninja Turtles are icons and are popular across different ages and the announcement of the new movie, upcoming series guest stars and new retro lines with retailers such as Forbidden Planet has kept the momentum of the property going. SpongeBob SquarePants has seen his profile grow following the release of the movie this summer, a new deal signed with Sambro along with some exciting fashion collaborations.

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We knew Paw Patrol would be successful but we didn’t fully appreciate the demand for products. Marianne James, Nickelodeon Viacom

SpongeBob is also a pop-culture icon and fashion collaborations of the last couple of years seems to have sparked the imaginations of our toy partners and reignited the interest in consumers. Paw Patrol has been phenomenal both in stores as well as on air. It’s a property based on puppies and vehicle play so lends itself well across a wide range of play patterns and product lines. Spin Master has done an incredible job with the toy line and we’ve built upon the success of the toy range with an innovative range in other category lines.

Have any brands proved surprising this year? We knew Paw Patrol would be successful but we didn’t fully appreciate the demand for products upon launch. We had parents emailing the channel asking where they could buy product with lines selling out when they arrived on the shelves. We’ve learned a lot from that experience and will be taking those learnings into how we work with pre-school properties in the future. The other surprise has been SpongeBob. He’s always been steady in the toy space but this year his cool cred has skyrocketed with fashion partnerships

with Beatrix Ong and Hype. The Sponge can’t be stopped. What is looking like being big for you in 2016? Pre-school continues to be a focus so Dora and Friends will continue to grow, as will Paw Patrol. Those key properties will be joined by new titles: Blaze and the Monster Machines, which launched on Nick Jr. in March where it has performed incredibly well and will be coming to Milkshake! this autumn, and Shimmer and Shine, premiering on Nick Jr. this November featuring two adorable and funny genies, will be perfect for toys as well as apparel and role play lines.

Also, we have the UK licence for the beautiful Lily’s Driftwood Bay, a UK commission airing on Nick Jr. and Milkshake! as well as Digby Dragon, another UK production set to premiere on Nick Jr. next year. The entire roster of Nick Jr. properties has never been stronger and we are excited to see category partners make the most of the different styles and opportunities of each brand. What should BLE visitors expect to see from you guys this year? We have got more this year than ever before. We are keen to show off our core properties and the innovative ways they are growing across categories and with audiences. There are some really cool partnerships that we’ll be announcing as well as innovative lines. October 33

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WARNER BROS

Dog daze Scooby-Doo has been a key fixture in the UK toy space for many years. Robert Hutchins talks to Warner Bros Consumer Products general manager Preston Kevin Lewis, and Ian Marshall, Warner Bros Entertainment’s head of TV and family entertainment marketing, about the brand’s latest developments How big is the Scooby-Doo brand in the toy space? Preston Kevin Lewis: Scooby-Doo is an evergreen brand, loved by children of all ages while also being enjoyed and trusted by parents, grandparents and gift givers. Few licensed franchises can boast such great depth of appeal among children and adults and this is something that we intend to capitalise on further by developing products to span all demographics. We have 40 Scooby licensees active in the UK alone. Key partners include The LEGO Group and Character Options for toys, while Rubie’s Costumes Co. holds the licence as our global dress up partner. Meanwhile, in the accessories and luggage categories, Trademark Collection drives innovative products likes its cool wheelie Mystery Machine suitcase and Panini, our publishing partner, offers a dedicated and fantastic Scooby magazine. What are some of the top selling Scooby-Doo lines at the moment? PKL: LEGO Scooby-Doo really is making a huge impact at UK retail at the moment. Meanwhile, the excellent five-inch action figures are currently the top selling item in the Character Options toy line.

We think this is because it is a smaller action figure than normal and therefore has a lower price point They are very accessible to our core audience of pocket money purchasers aged six to 12 years and price sensitive parents. What major new ScoobyDoo products are scheduled for release? PKL: Well, there’s LEGO Scooby-Doo of course. Then Panini, our publishing partner, continues to release additional new titles, while Character Options continues to evolve its product offering with new lines for 2016 and an exciting move into a new space in the US. With the ongoing commitment to new animated content from

Warner Bros. Animation and the recently announced new theatrical Scooby-Doo movie from Warner Bros Pictures, we know that consumer demand for Scooby-Doo is going to just keep growing. Scooby-Doo is a favourite for Halloween, what are the plans for this year? Ian Marshall: Scooby-Doo is a year-round proposition with Halloween being a fan favourite period. This year there will be retail activity over Halloween half term, as well as the premiere of the new animated television series on Boomerang, Be Cool Scooby. There has been a special LEGO Scooby-Doo 22 minute feature created which will air on Cartoon

Network during October half term. This will be supported by an on-air stunt across Bomerang. Meanwhile, Scooby-Doo Meets KISS will be released in October as a direct to DVD feature. We will hold a special invite-only screening of this at Warner House for celebrity fans.

What would you like to see Scooby-Doo achieve within the toy space in the next 12 months? PKL: The challenge and goal for us is always to obtain greater shelf space for Scooby-Doo and to make the biggest possible impact at retail. Partnerships with key licensees such as The LEGO Group and Character Options, as well as the new theatrical and television content, open opportunities within existing key accounts. We are also looking at exciting new opportunities within various retail locations where the brand has not traditionally featured before.

What will you be looking to achieve at BLE this year? PKL: We want to capitalise on the heritage and nostalgia that consumers feel for Scooby-Doo, as well as expanding the gifting opportunity with partners such as GB Eye and Pyramid. We’re keen to showcase the new LEGO sets and other content to show that we understand our core Scooby-Doo audience.

Scooby stacks Scooby, Shaggy and the rest of the mysterysolving gang made its debut in LEGO brick form in August this year, with five new sets hitting shelves across the UK. Featuring Minifigures of Scooby-Doo and the team, as well as a 34 October

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Scooby snack, The Mystery Machine, a haunted house, ghosts, villains and lots more, the range has already proved successful at UK retail.

The hero product in the range is the Mystery Mansion (£69.99), and challenges children to find a safe containing stolen gold bars before the clock strikes midnight and the vampire emerges from behind the spinning wall. Meanwhile, the Haunted Lighthouse set (£39.99) features the Lighthouse Keeper and Swamp Monster

as the villains, while the Mystery Machine set (£29.99) will help Scooby, Fred and Shaggy escape from the spooky forest. The line-up is completed by the Mystery Plane Adventures set (£19.99) and Mummy Museum Mystery set priced at £11.99. www.toynews-online.biz

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ANATOMY OF A BLOCKBUSTER BRAND

Anatomy of a blockbuster brand:

From its comic book origins way back in 1984 to its CG animated incarnation of today, Teenage Mutant Ninja Turtles has captured audiences across generations. Nickelodeon Viacom Consumer Products’ Marianne James talks Robert Hutchins through the global successes of the pizza-scoffing heroes

IT’S A LITTLE known fact that US sitcom writer and creator of The Big Bang Theory, Chuck Lorre penned the original Teenage Mutant Ninja Turtles theme tune. The year was 1987 when the troupe of

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acrobatic, pizza-scoffing reptiles first graced the world’s TV screens with their half-shell exploits. Yes, from its humble 1984 comic book origins, this ragtag team went on to become an instant hit, and by 1989, with a successful toy line from Playmates Toys, the Turtles brand had gone on to generate $69 million at retail in the US alone. By 1990, and with the first of six blockbusting movies to its name, the Turtles had generated a whopping $585 million. But Teenage Mutant Ninja Turtles belongs to

so much more than just one generation and since its acquisition by Nickelodeon and Viacom Consumer Products in 2012, it has generated $3 billion worth of retail sales, making it Nickelodeon’s highest retail dollar generating property to date. And with over 55 million figures sold worldwide, and earning the title of number one action figure in the UK, Teenage Mutant Ninja Turtles is a true force in the toy industry as well. “The brand’s ability to retain its status of top boys’ action toy over two years and to generate over $1.5 billion in global retail, speaks to the worldwide popularity of the property,” Marianne James, VP,

consumer products UK & Ireland and European retail sales & marketing at Viacom International Media Networks, tells ToyNews. “Acquired with the intention of developing an extensive consumer products and entertainment range, Teenage Mutant Ninja Turtles has formed a vital part of the Nickelodeon portfolio,” adds James. “We have since built on the viewership of the hit TV series to achieve category dominance and launch products that go beyond the core audience of the TV show to engage fans of all ages.” Far beyond its core toy range, Teenage Mutant Ninja Turtles now enjoys a range of products spanning apparel, food,

health and beauty, home ware, publishing, home entertainment and consumer electronics. “This year, while supporting and growing the core Nickelodeon series line for the target kids’ audience, NVCP has built on the range, engaging Turtles fans that have grown up with the original series and those who have been reenergised by the release of the Turtles feature film in 2014,” continues James. Using the firm’s recent direct to retail deal with Forbidden Planet for a collection of retro Teenage Mutant Ninja Turtles apparel, art and homewares as a prime example, James highlights the evolution of the brand in its appeal to www.toynews-online.biz

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ANATOMY OF A BLOCKBUSTER BRAND

both a young and adult audience. “Of course, nostalgia plays a key role in maintaining the property’s popularity and we have worked to keep original super fans engaged with a number of retro lines, keeping the brand’s origins at the heart as it continues to expand its roster of licenses,” says James. But just what is it about the Teenage Mutant Ninja Turtles that makes it such a popular property among licensors, consumers and retailers? “It carries an impressive legacy that spans decades,” continues James. “And, although there have been many iterations of the Teenage Mutant Ninja Turtles, the key aspect is that the brand has stayed true to its original essence, while adapting and evolving to suit different audiences.” In its latest incarnation, Nickelodeon’s Turtles has embraced the world of CG animation to ‘mix humour and action synonymous with the Nicktoons ethos’. And it’s a successful concoction it seems, as the series ranked as the number one weekend show on both Nicktoons and Channel 5 in the UK last year. James continues: “In 2014, the show achieved www.toynews-online.biz

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a global viewership figure of 261 million and, with season four in the pipeline, ratings are set to sky rocket, making Turtles a key property integral to the DNA of Nickelodeon’s animation output.” Nickelodeon has even tapped into the bustling

roster of new products in the pipeline “To support the movie, 2016 will see NVCP release an exciting range of brand new consumer products to appeal to the movie aficionados,” says James. “Next year will also see season four debut on the

Nostalgia plays a key role in maintaining the property’s popularity and we have worked to keep original super fans engaged. Marianne James, Nickelodeon Viacom

pre-school sector with a successful Half-Shell Heroes toy line and the upcoming launch of a new pre-school series this autumn. “The pre-school Half Shell Heroes series is set to capture the imaginations of the next generation of fans who will be able to grow up with the Turtles,” enthused James. However, if you prefer your Turtles action on a somewhat larger scale, then 2016 is the year for you, with the release of the next movie scheduled for summer next year. Nickelodeon is certainly anticipating big things from Teenage Mutant Ninja Turtles 2, with a wide

small screen with a host of new characters, gadgets and exciting plot twists for Turtles fans.” While the TV series continues to delight fans the world over, it’s Nickelodeon’s steps in the digital realm that echo the biggest changes within the licensing and consumer products markets. “Transformations in the digital world have certainly changed the industry since the launch of the Turtles, creating an ever-growing number of platforms for content,” says James.

The 2013 launch of Teenage Mutant Ninja app, Rooftop Run, proved to be a particular success with fans, reaching the number one spot in the app charts across 80 countries. Away from the screen altogether, however, and Nickelodeon has also directed an increased focus upon live consumer events, culminating in the 2013 launch of the popular nationwide Shellraiser Tour. “This was an experiential activation that saw the Turtles Shellraiser van brought to life and taken on tour to ASDA stores across the UK,” explains James. “The Shellraiser has since travelled across the country, appearing at a variety of retail partners and at

Nickelodeon Land, Blackpool Pleasure Beach.” While the Shellraiser van, and the brand itself, has covered many miles over its history, the butt-kicking team of four continues to be a driving force for Nickelodeon. “The Nickelodeon and NVCP mission for the Turtles is to continue driving the powerhouse brand in the UK and across the globe, expanding the reach with new collaborations and exciting cross category lines, turning aisles green and keeping fans truly Turtle-powered,” concludes James.

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SECTOR GUIDE: STAR WARS

Space invaders Star Wars is back, the Force has awakened and, most importantly, the toys are now on shelves. Whether it’s cuddly Wookies or a BB-8 droid, ToyNews is on hand to guide you through the galaxy of products set to make the sector more powerful than you could possibly imagine (and fear not, it’s a Jar Jar-free zone)

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SECTOR GUIDE: STAR WARS

Store trooper Billy Langsworthy talks to Mike Stagg, vice president and general manager, retail UK and Ireland at The Walt Disney Company about the success of the Force Friday initiative, the future of Star Wars at retail and why the new wave of products can become as iconic as the original run of Kenner figures

How successful was the Force Friday initiative? Force Friday was a highly anticipated and huge moment for Star Wars: The Force Awakens. It was a significant global event at retail that delighted fans all over the world. While fans counted down to ‘Midnight Madness’ when the product became available for the first time, we saw huge numbers of people queuing outside stores throughout the world to be the first to own a piece of the new consumer products range. As we get closer to the UK release of the film, in cinemas in December 17th, we’re sure to see demand continue to grow along with the fan base. www.toynews-online.biz

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With spin-offs like Rogue One: A Star Wars Story in the pipeline, can we expect this level of retail activity around each future Star Wars release? We can only expect Star Wars to grow from here on in. Support for the franchise will come from every part of The Walt Disney Company. Why should the toy industry be excited about the arrival of The Force Awakens? Star Wars is the most successful film licensing franchise of all time and is still the biggest boys’ licence in the world. There is no doubt that demand for Star Wars remains as strong as ever and its heritage in toys is embraced as much as the

films themselves. Toys help bring the characters and storytelling to life and with Star Wars: The Force Awakens being one of the most anticipated films of all time, demand for toys will go hand in hand with this.

and worldwide media attention. The tech and interactivity involved in the product is very innovative. Also, the animatronics captured in the Thinkway Kylo Ren and other character figures are cutting-edge.

Demand for Star Wars remains as strong as ever and its heritage in toys is embraced as much as the films themselves. Mike Stagg, Disney What Star Wars: The Force Awakens products are you a big fan of? The BB-8 by Sphero has already seen huge acclaim

And while the Disney Store exclusive Elite Series Die-Cast figures take pride of place on my desk, together with my new

Hasbro lightsabre, I still have a soft spot for LEGO’s new Millennium Falcon. I can still remember the original one and the hours spent to build it. I’m a big fan. Can The Force Awakens toys make as big a splash as the Kenner figures did back in 1978? There’s such huge momentum behind The Force Awakens at present, back in the Seventies Star Wars was a brand new franchise so we can only expect demand for the fantastic and hugely innovative figures from our partners including Hasbro, LEGO and the Disney Store to be in huge demand.

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SECTOR GUIDE: STAR WARS

Return of the Jedi Not just one of the mightiest franchises to ever flow through a projector, Star Wars is also a toy titan. The arrival of The Force Awakens has led many to believe the brand can send shockwaves across the retail galaxy this Christmas. Billy Langsworthy checks out what’s fuelling the Force this time around “THERE has been an awakening. Have you felt it?” Chances are, if you work in the toy industry, you most certainly have. Force Friday, back on September 4th, marked the grand unveiling of the first Star Wars: The Force Awakens merchandise, where retailers across the globe saw fans, many in fancy dress, line up at midnight to get a glimpse at the new toys. Jaws may have created the ‘summer blockbuster’ in 1975, but Star Wars,

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released two years later, was the first one to really nail the potential of merchandising. A long time ago, well from 1978 to 1985 to be specific, Kenner sold over 300 million Star Wars related toys. The firm was initially lukewarm

Since then, Star Wars has been embraced by every medium going. Video games have proved a great fit and while the 1978 Star Wars Holiday Special first introduced the brand to the small screen (and viewers

From 1978 to 1985, Kenner sold over 300 million Star Wars related toys. on the property, and was taken aback by the success of the film and demand for products, so much so that it couldn’t fulfil orders directly after the film’s release in 1977. Instead, Kenner sold an Early Bird Certificate Package which could be redeemed the following year for four Star Wars action figures, a display stand, stickers and a Star Wars fan club membership card. But Kenner wasn’t alone in prospering from the film’s ‘toyetic’ potential. Famously, Fox let Lucas pass on an additional $500,000 directing fee in return for keeping licensing and merchandising rights for himself. A move that made him very wealthy indeed.

to Chewie’s son Lumpy – do seek it out on YouTube), more recent TV adventures like The Clone Wars and Rebels have proved far more credible, and lucrative, licensing-wise. Since the conclusion of the original trilogy, in the toy space we’ve had everything from Star Wars Bend-Ems to an elaborate Jar-Jar Binks electronic PEZ dispenser. Darth Vader has been a Transformer, there has been a Yoda Mr Potato Head (called Mashter Yoda of course) and most of the original cast have been given the Hot Wheels treatment at some stage. Elsewhere, the partnership with LEGO has proved so popular that LEGO Star Wars has become a powerful brand unto itself. Which brings us to The Force Awakens. Following Force Friday, and the excitement over the likes of Chewie’s Nerf Bowcaster, a Millennium Falcon quad-copter and of course, the droid everyone is looking for, Sphero’s BB-8. While Star Wars never truly went away, with a slate of new movies and spin-offs on the horizon and a product offering for The Force Awakens that looks remarkable (as the following pages can attest), it seems the Force is especially strong with this one.

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SECTOR GUIDE: STAR WARS LEGO LEGO first dipped a toe in a galaxy far, far away back in 1999 with the arrival of The Phantom Menace. Since then, LEGO Star Wars has become a mighty brand in its own right, spanning toys, video games and short animated movies. Now the firm has a line of new kits celebrating The Force Awakens, including a leaner Millennium Falcon, Kylo Ren’s Command Shuttle and a First Order TIE Fighter. The LEGO Millennium Falcon is back, leaner and meaner than ever before. This latest version boasts a detachable cockpit with space for two minifigures, rotating top and bottom laser turrets with a hatch and space for a minifigure, dual spring-loaded shooters, sensor dish, ramp and an entrance hatch. Kids can open up the hull plates to reveal the main hold with a seating area, holo-chess board, more detailed hyperdrive, secret compartment, extra boxes and cables, and storage for spring-loaded shooter ammo. The model comes complete with Han Solo and Chewbacca minifigures, as well as Rey, Finn, Tasu Leech and a Kanjiklub Gang Member, plus a BB-8 Astromech Droid. Elsewhere, LEGO’s Kylo Ren’s Command Shuttle

comes with six minifigures of Kylo Ren, General Hux, First Order Officer, two First Order Crew and a First Order Stormtrooper Officer. The set boasts opening front, rear and bottom storage bays, wing-mounted, spring-loaded shooters and detachable weapon racks. Elsewhere, the LEGO First Order Transporter features dual spring-loaded shooters, top-mounted dual-stud shooter and a hatch with space for a minifigure.

The set also features a pilot cabin with opening hatch and space for four minifigures in the hold, big engines at the rear, and hidden, transparent wheels for a cool ‘hover’ look. Sticking with the First Order, the LEGO First Order Special Forces TIE Fighter features a two-minifigure cockpit, spring-loaded shooters and a rotating antenna for homing in on enemy starships. Poe’s X-Wing Fighter comes ready for battle with

four spring-loaded shooters, two stud shooters, retractable landing gear, opening wings, opening cockpit with space for a minifigure and space behind for the BB-8 Astromech Droid. The set includes three minifigures of Poe Dameron, Resistance Ground Crew and a Resistance X-Wing Pilot, plus a BB-8 Astromech Droid. Elsewhere, Rey’s Speeder allows fans to hover into action as they scout a desert planet. As well as the landspeeder, the set has a

detachable sled with space for Rey’s minifigure to make a quick escape down the desert dunes and away from the minifigure version of Unkar’s Thug. LEGO is also introducing the first ever-buildable figures to its Star Wars range. Fans can put together some of the saga’s most iconic characters, including Obi-Wan Kenobi, Luke Skywalker, Darth Vader and General Grievous. 01753 495 000

Awakens,” said Lauren Hayward, group brand manager at Posh Paws. “We’re thrilled to be involved with this high profile brand, you can really

feel the buzz and the hype around this movie release. There is a fan base like no other for Star Wars and it spans generations. The exciting thing about Episode

VII is that a decade on from the last movie, it will introduce the Empire to a whole new generation. “The great thing about Star Wars fans is that there

is a real collector element and with this in mind, Posh Paws is also going to be releasing a range of classic Star Wars plush backpacks. “Two characters will initially be released in October, making these novelty bags a great Christmas gift item. Additional character plush bags will then be released in early 2016. “The plush bags look great and we know that they deliver strong sales at retail due to the success of our Minions plush bags. We anticipate that the force will be strong well into 2016 and therefore we will be announcing new products over the next year. So watch this space.” 01268 567317

POSH PAWS Posh Paws’ Star Wars: The Force Awakens plush toy collection is giving the stars of the new movie a cuddly makeover. The range, which launched in September, features plush versions of Kylo Ren, BB-8, Captain Phasma and the new look Stormtrooper. The new characters join Posh Paws’ current classic Star Wars soft toy collection which includes Chewbacca, Yoda, Darth Vader, Princess Leia, C3PO, R2-D2, Darth Maul, Wicket and Jawa. “We’ve had huge success with our classic range so far this year, and we’re constantly seeing growth in sales as excitement heightens for the impending release of The Force 44 October

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SECTOR GUIDE: STAR WARS MATTEL

Hot Wheels continues to lead the non-powered vehicles market as the number one property and top SKU in the vehicles category, and this autumn, the brand is heading to a galaxy far, far away. Hot Wheels has joined forces with Star Wars to create a range of iconic character cars and starships, engaging fans of all ages ahead of the new film release on the December 17th. Kids can re-create some of the universe’s most

Wendy Hill, Director of Brand Activation, Mattel

epic battles and fiercest showdowns with the TV advertised Hot Wheels Star Wars Starship and Two Pack Assortments. Elsewhere, young Jedis can slip on the Flight Navigator, raise their hand and send their ship flying across the room, just like in hyperspace. The Flight Navigator also doubles as a display stand to show off a collection. The ranges of Starships also come in a collectible scale that’s small enough to fit in a pocket.

The Hot Wheels Starships can also be used with the Hot Wheels Star Wars Playset Assortment, so kids can build an entire galaxy of play and test their skills and timing while re-creating thrilling experiences and favourite storylines. Other Hot Wheels Star Wars toys available this autumn, and also continuing through to SS16, include the Star Wars Diecast Vehicle Assortments featuring the Diecast Deco Car, Character Car, Two and FIve Pack Assortments.

SAMBRO Sambro has become synonymous with arts and crafts ranges and its brand new Star Wars: The Force Awakens collection features some of its most innovative lines to date. The arts and crafts range has something for Star Wars fans of all ages and includes everything from Giant Art and Activity Sets and 1,000 Piece Art Sets to Ultimate Glow Art and Shaped Character Art Cases. Sambro has also created brand new lines including Tattoo Sticker Sets, Glow Sticker Sets, Create your Own Star Wars Pendants and a Crazy Cords Set to make cool Star Wars armbands. In addition, to the extensive arts and crafts collection, Sambro is also debuting a wide selection of Star Wars: The Force Awakens pocket money

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Why should we be excited about the new wave of Star Wars products? This is the first year that we have had the opportunity to really experience the Star Wars effect, so we are really excited to have a Star Wars collection in Hot Wheels. The range is a fantastic assortments of iconic, intricately detailed character cars and starships, so kids can play out some of the bestloved scenes from the

new film, offering endless play. The toys have great collectability which is going to really appeal to Star Wars fans. Dark Side or Light Side: Definitely the Dark Side. Favourite Star Wars Movie: I would have to say Star Wars: Episode V – The Empire Strikes Back. Favourite character: Without a shadow of a doubt, it’s R2-D2.

Nikki Samuels, Licensing Director, Sambro the imagination of every fan whatever their age. You can’t help but get carried along with it. From mums queuing for hours to buy a Millennium Falcon way back to the furore surrounding the brand new BB8-Droid, no film generates hype like Star Wars. And that’s before the film’s release.

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lines including a whole range of swimming accessories comprising goggles, snorkelling sets, dive sticks, arm bands, swimming rings and more. The impulse price point ranges also features Light Up Yo Yo, Bubble Gun, Glow Sticks, Juggling Balls, Pump Rockets and more.

“It seems the whole world has been waiting with baited breath for the new Star Wars installment and fans went crazy on September 4th when some amazing licensed merchandise was revealed,” said Nikki Samuels, licensing director at Sambro.

Why should we be excited about the new wave of Star Wars products? How can anyone not be excited about more Star Wars products? The anticipation surrounding Star Wars always reaches fever pitch and it literally captures

“Our arts and crafts and pocket money lines are certainly our most innovative yet and they sit alongside these new launches perfectly,

Dark Side or Light Side: Dark Side Favourite Star Wars Movie: Return of the Jedi Favourite character: Han Solo

allowing retailers to stock complete product selections at varying price points so they have something for Star Wars fans of all ages.”

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SECTOR GUIDE: STAR WARS WORLDS APART Worlds Apart has felt the force this year and created a bed that any Star Wars fan would dream of. The Star Wars X-Wing Bed by Hello Home looks just like an X-Wing Starfighter and boasts a handy shelf at the end of the bed and secret storage. Safe, strong and built to last, pint-sized Jedis can enjoy a good nights sleep thanks to the MDF bed frame and slats that make this bed sturdy, while simple assembly fixing and components ensure a quick build. The firm also boasts a Stormtrooper single bed, Star Wars desk, toy box, R2D2 pop-up storage bin along with a range of Ready Beds.

Vance Withers, Group Sales Director, Worlds Apart

To help them on their way to the dark side (sleep, not evil doings), the new Darth

Vader and R2-D2 GoGlow pals and Stormtrooper night light provide a night time

sleep solution. The complete Hello Home Star Wars kids’ bedroom furniture

range can be found at www.hellohome.co.uk. 0800 389 8591

Why should we be excited about the new wave of Star Wars products? As with Episode VII itself, new technology will play a huge part in the features, capabilities, play patterns and collectability of the new toys. Everything is possible from actually flying your own Millennium Falcon right through to controlling your own Stormtroopers. Even if you have some of the old products, the new ranges are must haves for any Star Wars fan.

The range of products available is so much wider than every before. For example, once you’ve played with your new Star Wars toys, what could be better than going to sleep in your very own X Wing Fighter Bed.

weapon that they have, yet the support for the Light Side remains strong as the old favourites return with new resources. Who wouldn’t want the power that the Dark Side would bring, but also, who wouldn’t want R2-D2 and C-3PO as buddies?

still excitement. When you’d seen it, you couldn’t wait to tell everyone. If you weren’t amongst the first to see it, you couldn’t wait to get along to the local flea pit cinema as they were then.

Dark Side or Light Side: As in previous episodes, the interplay between good and evil presents a compelling scenario. The fascination with the Dark Side increases with every new villain that is featured and every new

Favourite Star Wars Movie: Has to be Episode IV. The excitement around the first film was immense. There was less media hype, more word of mouth hype, but

Favourite character: Difficult choice between Lord Vader and Han Solo. I guess it would have to be Han Solo. Slightly edgy and exciting, always after the next big pay off, nothing standing in his way and always finding a solution.

PYRAMID INTERNATIONAL Pyramid International’s new Star Wars: The Force Awakens merchandise range includes wall art, stationery, mugs, wristbands, stickers, badges, keychains and more. The firm showcased the collection for the first time in public at Autumn Fair. The phase one launch will be followed by phase two which will see the final poster art be unveiled, while phase three will be the movie release itself later this year. The firm states that it has seen incredible retail interest on Star Wars from buyers in all areas. In the past six months, Pyramid have been ramping up sales on classic Star Wars and seeing great sales in grocery and toy sectors. 48 October

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Mordy Benaiah, Licensing Director, Pyramid International

from Sphero because it is so cool. In fact, I ordered two. I also love the giant Chewie toy and the Millennium Falcon blimp. Even at our age, it proves we are big kids at heart. Dark Side or Light Side: Light Side

Why should we be excited about the new wave of Star Wars products? I’m excited because at the age of 49 I still went online on Force Friday at midnight to purchase a BB-8 Droid

“I have worked in licensing since 1992 and have seen a lot of big releases in my time,” said Mordy Benaiah, licensing director at Pyramid.

“This new Star Wars movie is the most exciting I have ever worked on. Just the buzz from the trailers has caused emotions from fans

not seen before. Personally I cannot wait to see this film. Our range is exceptional we have some very cool wall art and will be launching some

Favourite Star Wars movie: Star Wars: Episode V - The Empire Strikes Back. Can you beat that ending? Favourite character: Han Solo. Charming and gets the girl. What more do you want?

high end stationery which will retail for up to £30, appealing to the Star Wars super fans.” 00116 264 2655 www.toynews-online.biz

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SECTOR GUIDE: STAR WARS JAKKS PACIFIC Arriving from a galaxy far, far away for The Force Awakens is Jakks Pacific’s new assortment of Jakks Big Figs. Deemed ‘the new gold standard in action figure play’ by the firm, each figure stands 18” to 20” tall and includes five to seven points of articulation, with most including soft goods capes and removable accessories. The new assortment contains the main characters from The Force Awakens and also Classic Star Wars characters from all previous six movies. The next step up is the 31” scale and then the huge 48” scale Battle Buddies that come with authentic speech and sound effects. At 48”, the firm’s huge Stormtrooper figure includes a motion detection feature. Kids can press the button on his chest or enter the

room to hear iconic voice lines and sound effects from the world of Star Wars. The Stormtrooper boasts eight points of articulation including an additional elbow swivel for blaster ready poses. For fans of the true star of the Star Wars saga, Darth Vader is also available at this scale boasting similar play features. The entire JAKKS range is TV supported across all scales in Q4 and through into spring. 01344 638 900

Ken Goodison, UK Senior Marketing Director, Jakks Pacific

Why should we be excited about the new wave of Star Wars products? Our segment is Big Figs, which have great articulation to match any action figures, yet stand tall at 20”, 31” and even 48” scales. Side: Dark Side or Light Side I’m of course on the Light Side and regularly play drums on the

Stormtroopers helmets in the office. Favourite Star Wars Movie: The best one for me has to be Star Wars Episode VI: Return of the Jedi. It was my first film at the cinema as a kid. Favourite character: My favourite Star Wars character is Darth Vader.

MV SPORTS 2015 has been a very exciting year so far for MV Sports, with product ranges proving popular with retailers, and the firm’s Star Wars line-up looks set to continue this success. The MV Stormtrooper range is still available and the edgy, street-influenced, black and white design celebrates a constant iconic character of the Star Wars franchise. Products include a 16” bike with wheel discs, a folding in-line scooter, skateboards and helmets. The firm states that ‘Star Wars: The Force Awakens designs have received phenomenal retail support and generated a fantastic forward order book. With a new villain in Kylo Ren comes new designs inspired by him and his Stormtrooper army, which offer a hard hitting design with huge visual impact.’ The range includes a 16” bike with wheel discs, printed chain guard and crash pad and matching safety and ramp helmets. 50 October

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A folding scooter and skateboard, mini skateboard and cruiser board complete the initial range, providing a full offering for retailers as well and new and innovative designs and products that will be introduced very soon. 0121 748 8000

Phil Ratcliff, Sales and Marketing Director, MV Sports retail is energised about the latest installment of such an iconic franchise Dark Side or Light Side: Definitely Dark Side. Much more depth and complexity to the characters. None of us have fond memories of Jar Jar Binks do we? Why should we be excited about the new wave of Star Wars products? It marks the return of a true classic both in terms of movie and licensed products. The whole of

Favourite Star Wars Movie: The Empire Strikes Back. We got to empathise with the characters. Favourite character: Boba Fett. Proper sinister!

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SECTOR GUIDE: STAR WARS RUBIE’S MASQUERADE Rubie’s Masquerade has unveiled its new line of authentic costumes and accessories ahead of the highly anticipated Star Wars: The Force Awakens movie. The brand new and all-encompassing range promises to take fans on an epic adventure in the battle between the Resistance and First Order. Adding to Rubie’s existing classic line-up of costumes from the entire Star Wars saga including Clone Troopers, Jedi Knights, iconic characters like Chewbacca, Princess Leia, Boba Fett, Darth Vader and other Sith Lords, Rubie’s has revealed its new range dedicated to the next installment in the saga. New characters Finn, Rey, villain Kylo Ren and X-Wing pilot Poe are all represented in an array of costumes for boys and girls, each of which are available in two versions to allow for different price points and budgets. ‘Classic’ costumes have everything needed for authentic dress-up, while ‘deluxe’ versions feature additional details and padding, more 3D features and a satisfyingly chunky feel as kids become their favourite Star Wars: The Force Awakens character.

Always a popular choice for Star Wars fans, Stormtroopers play a huge part in the saga and the new movie sees the emergence

of a stylish, updated Stormtrooper look as well as the addition of the exciting new Firetroopers. A full range of classic and deluxe costumes, masks, gloves and blaster accessories is available

for both, while Captain Phasma’s striking chrome outfit is reproduced for kids in stunning detail. 08453 070707

Struan Robertson, Trade Marketing and Digital Manager, Rubie’s Masquerade

Why should we be excited about the new wave of Star Wars products? The new movie looks fantastic and a return to form, harking back to the thrilling storytelling of the original trilogy which will really fire up the imagination, while aesthetically it seems to have the freshest and most up-to-date look of any of the recent films. Dark Side or Light Side: It would have to be Light Side or I’d never get to fly an X-Wing. Favourite Star Wars Movie: The Empire Strikes Back Favourite character: Governor Tarkin, played by Peter Cushing on sinister form.

HASBRO Hasbro’s Star Wars lineup spans Millennium Falcon play-sets, buildable lightsabers and the paring of Bop It and R2-D2. The firm deems the Star Wars: The Force Awakens Battle Action Millennium Falcon its ‘most innovative and action packed Star Wars vehicle’ yet. The iconic ship opens up into a play-set for 3.75-inch scale Star Wars figures and features a pop-up blaster that fires Nerf Elite darts, a turbolaser turret, light-up LED cannons, hyperdrive sound effects, as well as a play-set area boasting a holochess board and smuggling compartment. It also includes exclusive Chewbacca, Finn and BB-8 3.75-inch figures. Elsewhere, the firm’s Star Wars Bladebuilders 52 October

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Jedi Master Lightsaber provides kids with the unique components needed to create over 100 different lightsaber combinations. The Bladebuilders Jedi Master Lightsaber comes with a main lightsaber featuring lights and sounds, two independently-lit lightdaggers, expansion hilt, two elbow connectors,a dual connector and cross connector. Hasbro has also given Bop It a Star Wars twist with the Bop It Star Wars R2-D2 Edition game. Designed to look like R2-D2, it features the voice of C-3PO and also has R2-D2 sound effects from the Star Wars movies. Also heading to shelves from a galaxy far, far away are the Star Wars Hero Mashers. The six inch figures features common connection

points, allowing fans to detach the head, arms, and legs and reconnect them where they want. Universal connectors let children swap parts with any other Star Wars Hero Mashers figure so they can fully customise their hero. Finally, the Star Wars: The Force Awakens Micro Machines Millennium Falcon play-set converts to a miniature desert battlefield complete with action features. The set includes a Millennium Falcon Micro Machines vehicle and a First Order Flametrooper Microfigure. Fans can collect and battle with these and their other favourite vehicles and figures from Star Wars Micro Machines. 020 8569 1234 www.toynews-online.biz

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SECTOR GUIDE: STAR WARS BLUW GROUP Bluw has an extensive Star Wars range to please Jedis big and small. The firm’s Star Wars Bike Light allows fans to light up their ride and it comes with a variety of interchangeable lenses, while the flexible silicon cover fits any bike or scooter. Elsewhere, the Stormtrooper Soundmaker can be wrapped around the handlebars of a bike and blasts one of four programmed sound effects. Fans can customise their rides further with the Star Wars Slap Band and Star Wars Bike and Skateboard Stickers. Each pack of stickers contains two sheets that will help a scooter or bike stand out from the crowd. Sticking with customisation, Bluw’s Star Wars Grip Stickers are coated with a special grip

finish and are perfect for customising a ride while still ensuring that riders stay put. Finally, the Star Wars Bottle in Bag fits straight onto a scooter or bike so that fans are free to take the bottle with them wherever they ride. All are subject to licensor approval. 020 7627 1268

Tanya Dervish, Commercial Manager, Bluw Group Why should we be excited about the new wave of Star Wars products? For us, innovation is the key and we have applied that to our Star Wars ranges. We all know that the Star Wars brand is colossal in itself and paired with our creative sparkle makes for some amazing product. Dark Side or Light Side: Light Side Favourite Star Wars movie: Return of the Jedi Favourite character: Padmé Amidala and Leia. I’m all about strong women.

BLADEZ TOYZ New for 2015, Bladez’s flagship RC R2-D2 has had a makeover, and now includes sounds. He is also now joined by friends, old and new. Darth Vader and Yoda join R2-D2 in the ever popular Bladez range of Radio Control Inflatables. Both feature character-specific sound effects, along with built-in lightsabres, which will allow users to battle against each other for good or evil. All three characters feature 2.4Ghz controls, enabling up to 10 RC Inflatable characters to race against each other using individual frequencies. Star Wars: The Force Awakens will introduce the world to BB-8; the new droid that is already storming the toy and gadget market. Bladez Toyz is getting in on the act with its brand new RC Inflatable BB-8. Available in early 2016, the Bladez team is really excited to be launching the Astromech newcomer into its Disney Star Wars range. 02392 658 255 www.toynews-online.biz

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Iain Morgan, CEO, Bladez Toyz Why should we be excited about the new wave of Star Wars products?

Episode VII is already causing a stir. When the movie is released in December it is going to be huge; new characters, new vehicles and new storylines. What’s not to be excited about? Dark Side or Light Side: I find myself leaning more towards the Dark Side. Favourite Star Wars movie: Star Wars Episode IV: A New Hope. It was the original, released the year I was born. Favourite character: R2-D2. He’s just a classic. October 55

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SECTOR GUIDE: STAR WARS WINNING MOVES Star Wars fans can join the rebels with Winning Moves’ newly released Star Wars Rebels Top Trumps, packed with all the action from the popular animated TV series. The pack includes characters such as Ezra, Kanan and Sabine and allows fans to see who rules the underground rebellion trying to overthrow the Empire. From a galaxy far, far away comes the Top Trumps Death Star Collectors Tin, with two sets of Top Trumps cards featuring characters from Episodes I to III and Episodes IV to VI, contained inside the ultimate spacecraft and planet destroyer, the Death Star. Elsewhere, with the highly anticipated release of The Force Awakens, the firm is introducing the Star Wars Saga Collectors Tin. The brand new Star Wars tin features two packs of Top Trumps. One is based around all the unforgettable moments from the Star Wars Universe featuring the intense battle of Yavin which led to the destruction of the Death Star.

The second pack is based on all the greatest starships and vehicles from the iconic

blockbuster saga. This spans everything from the iconic fan favourite X-Wing

to the Wheel Bike of the evil General Grievous. All the cards are presented in

a retro style tin, perfect to keep the collection safe. 020 7298 9500

AMSCAN Amscan has revealed the designs joining its brand new collection of Star Wars: The Force Awakens foil balloons, in collaboration with Disney and Lucasfilm. Available to order now, the range contains nine new balloons in formats to suit all budgets from standard, including SuperShape, Orbz, Bouquet and AirWalker. In the spirit of Force Friday, the designs were revealed on the Amscan website at 00:01 on Friday, September 4th as soon as the embargo was lifted for all related merchandise. The balloons are manufactured by sister company Anagram and make a suitable party statement or gift for Star Wars fans of any age. Characters featuring within the new range and film include the BB-8 droid, lead villain Kylo Ren, new female character Rey, and popular characters that have 56 October

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appeared in previous Star Wars films like Chewbacca and Stormtroopers. “We’re both delighted and excited to be launching this new range of foil balloons featuring characters from such an iconic property,” said Amscan marketing manager Jim Young. “This is the first time we have officially launched a collection at 00:01am and the anticipation grew on the lead up to the event with our live countdown on the website. We’re looking forward to receiving customer’s reactions to the new designs; the balloons are perfect for any Star Wars fan.” The new collection adds to Amscan’s existing Star Wars range featuring classic characters from previous Star Wars films such as R2-D2, Yoda and Darth Vader. 01908 288500 www.toynews-online.biz

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SECTOR GUIDE: STAR WARS ESDEVIUM GAMES Esdevium has added a number of exclusive new Star Wars games to its existing range within both the family and strategic games categories. The company has just launched a new Star Wars licensed version for one of its most popular family games, Timeline. Timeline: Star Wars Edition encourages players to test their knowledge of the original trilogy by laying down event cards in the correct order they occurred in the films. This conceptually simple, yet surprisingly challenging game will provide fans with the chance to impress and test their (inter) stellar knowledge of the franchise. At a retail price of just £12.99, the game is accessible, simple to learn and great fun. Star Wars X-Wing: The Force Awakens is set to be Esdevium’s biggest strategy game release of the year with huge anticipation and popularity, even before its release. The game’s pieces are true replicas of the new movie ships straight from the big screen to tabletop. Each has been recreated in painstaking detail for the

Ben Hogg, Marketing Manager, Esdevium Games Why should we be excited about the new wave of Star Wars products? Because it’s Star Wars and it’s a new film and it just doesn’t get much more of a big deal than that, especially not in the toy industry. Dark Side or Light Side: I’ve resisted the power of the Dark Side so far!

Star Wars X-Wing miniatures gaming system, which is already one of Esdevium Games’ most popular strategic games.

Esdevium is also pleased to offer the Star Wars licensed, Risk: The Black Series. The Black Series is a premium version of Star

Wars Risk complete with a strikingly beautiful box as well as a high quality board and components. 01420 593593

Favourite Star Wars Movie: Return of the Jedi Favourite character: Vader, obvs!

PIONEER EUROPE Pioneer Europe Ltd has unveiled the new line of products inspired by the upcoming Star Wars: The Force Awakens film. The firm has a 22” Star Wars: The Force Awakens Bubble Balloon to celebrate the highly anticipated movie of the same name. The product line-up debuted on Force Friday, and introduced Star Wars fans to the brand new Bubble Balloon. The Bubble Balloon is the latest addition to Pioneer’s collection of Star Wars products, which includes other Bubbles, latex, and Party Banner balloons that are ideal for Star Wars themed parties, whether it’s a disco on Dagobah, www.toynews-online.biz

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a birthday on Bespin or a Tattoine twist contest. Pioneer states that ‘when inflated in-store, the Star Wars Bubble is perfect for impulse sales as well as increasing sales of Star Wars merchandise.’ The new line of balloons feature the stars of the new movie, including Kylo Ren and his already iconic lightsabers, the new look Stormtroopers and the heroes of the piece, Finn, Rey and X-Wing pilot, Poe Dameron. With a wide range of party products including the most popular licences, as well as the expertise, retail solutions, and training, Pioneer Europe Ltd strives to ensure that retailers are successful and profitable. 01279 501090 October 59

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SECTOR GUIDE: STAR WARS UNDERGROUND TOYS

Robyn Cowling, Licensing Director, Underground Toys

Star Wars mania hits again with the impending launch of Episode VII and a new premium talking plush range from Underground Toys. Three characters were revealed by Underground Toys on Force Friday, all developed in the Underground stylised look and when pressed, they repeat authentic character phrases. Kylo Ren wears the menacing black and white iconic mask and comes with his already iconic lightsaber while the BB-8 plush retains the droid’s circular shape and makes beep sounds. The Stormtrooper plush also says phrases including “we’re taking you into custody” and “put down your weapons.” The three characters will be available in 4” mini clipons, in 9” medium and 15” deluxe versions. Star Wars core characters already in the Star Wars range remain and also feature in the new look Episode VII packaging. 020 7801 6325

Why should we be excited about the new wave of Star Wars products? What’s not to be excited about? The biggest name, Disney, behind the biggest franchise, Star Wars. We are so excited for December. Christmas is coming early on December 17th.

Dark Side or Light Side: Light Side Favourite Star Wars Movie: Gotta be Return of the Jedi. Classic. Favourite character: Yoda, it is. Powerful, he has become.

REVELL Revell is launching a new range of Star Wars model kits based on The Force Awakens, set to appeal to fans of the brand from every generation. To broaden the appeal of the hobby in an increasingly electronic world, Revell is extending its new concept in model building for children aged six and above with Build & Play Star Wars. The range of easy-toassemble model kits simply snap together and no glue, paint or tools are needed for assembly. Each large kit features three different sound clips and some feature light effects. On completion, the models are transformed into durable, fully functioning toys with superb play value. The Build & Play range includes the Millenium Falcon, the First Order Special Forces TIE Fighter, Poe’s X-wing Fighter and the Resistance X-wing Fighter. Fans can also feel the force with Revell’s new Easykit Star Wars models for kids aged eight and above and fans. 60 October

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Authentically pre-painted kit parts are simply clipped together and once again, there is no gluing required. The Easykit range includes even larger versions of the Build & Play model kits as

well as Kylo Ren’s Command Shuttle. Elsewhere, Revell is introducing Star Wars Model Kits for ages ten and above. These challenging model kits come in various scales

and require some gluing and painting. Featuring finely engraved surfaces, replica cockpits, selected figures and selected display stands, the range includes the

iconic Millenium Falcon, the X-wing Fighter, the TIE Fighter, the TIE Interceptor, the Snowspeeder and, of course, Darth Vader’s own TIE Fighter. 0845 459 0747 www.toynews-online.biz

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A monthly guide dedicated to the biggest sector in toys

Shopping List re-launch to fuel Orchard Toys’ Q4 growth The popular children’s memory game currently outsells the pre-school specialist’s second placed product two to one

By Robert Hutchins ORCHARD TOYS is confident of year-on-year growth by the end of Q4, fuelled in part by the continual success of its staple pre-school title, Shopping List. The children’s memory game has been championed by the preschool games and puzzles specialist as its best-selling www.toynews-online.biz

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product by far and has managed to outsell the second placed product by two to one. Now, with the re-launch of the hit game waiting in the wings, Orchard Toys has an extensive programme of marketing activities lined up for the game, including advertising in parenting press, online, PR activity and a social media campaign.

“Retailers are always telling us that Shopping List is their most successful line and we’re confident that the latest, re-vamped version, along with the marketing campaign to support it, will see it continue to sell well,” Ali Brown, marketing manager of Orchard Toys told ToyNews. “Shopping List is always a big driver for us, and we

hope that the re-launch will only increase this. “The launch of Shopping List, combined with the rebrand of the Shopping List Extras, is a strategic move of ours.” Timed to pick up the slack experienced across the board among games and puzzle companies throughout the summer, the re-launch of Shopping List is expected to fuel

Orchard Toys to growth by the end of this year’s fourth quarter. Brown continued: “We have been proactive to tackle the slower summer period, such as the Shopping List re-launch. “Summer is traditionally a quieter time of year for games and jigsaws, but we are confident that come the end of Q4, we will see year on year growth.” October 63

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NEWS

Comment Page earners ANTHONY TEMPLE, managing director at leading licensed character soft toys manufacturer Rainbow Designs, explores the importance of children’s book brands in the pre-school WITHOUT A doubt, there is an abundance of choice for parents among the pre-school toy market today, but it is true to say that many of the toys we see in this sector in particular are born of publishing heritage. Literary classics such as Peter Rabbit, Guess How Much I Love You and The Very Hungry Caterpillar are extremely familiar to parents. They are coupled with the core values of the childhood characters that they have grown up with giving them confidence and trust in the brand. Toy ranges inspired by these classic publishing brands adorn the same values and this sits comfortably with the nurture and protection that a parent requires for their child. These publishing classics have stood the test of time and parents continue to feel they are in safe hands with these trusted brands. These prestigious properties translate exceptionally well into traditional toys which are all about learning through play, through all the ages and each stage of development. For parents, one of the key criteria of an early years toy is the educational factor, the ABC/123s. Toys for this age sector should aim to teach a child, as well as entertain them, while they are at such an impressionable age, whether it’s shapes,

colours, numbers, letters or fine motor skills. The familiarity of well known literary brands such as Elmer, Miffy and Paddington Bear coupled with tried and test classic toys such as pull alongs, peg puzzles, shape sorters, dominoes and the cuddly soft toy have continually proven to be winning combinations. During those all important pre-school years, many parents read stories to their children and it is those renowned tales coupled with a complementary toy that helps to bring the story alive and goes to make a compelling book and toy gift combination for pre-schoolers. Our Very Hungry Caterpillar pre-school collection is a great example, demonstrating developmental toys born of publishing heritage. The Very Hungry Caterpillar Tell the Time & Play Clock, Jack in the box, Wooden Counting Caterpillar and new to the range this autumn, Illustrate Wooden Blocks are perfect for entertaining and educating pre-schoolers. Children’s book brands will inherently play a key part in the ever-growing pre-school toy sector. The familiarity, trust and core values that literary classic toys provide are continuously sort after by parents, making it an easy purchase decision for them to make.

Anthony Temple is the managing director at one of the UK’s leading licensed character soft toys manufactuers, Rainbow Designs. The company can be contacted on 01329 227300. 64 October

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Clementoni builds ground in UK with Clemmy Plus The success of the hit pre-school construction line is beginning to filter through to UK sales, where the firm has seen a positive reaction from local buyers By Robert Hutchins EUROPEAN TOY maker Clementoni has achieved another year of positive growth thanks to the growing popularity of its preschool line, Clemmy Plus. Across the EU, the Italian toy firm has seen an immediate and positive reaction to it new line of early years toys, including the Clemmy Plus Building Blocks. The success of the range is now beginning to filter through to UK sales, where the firm has seen a positive reaction from buyers. Now with an increased focus on conveying the Clemmy Plus message to UK buyers and consumers, Clementoni expects to see it mirror its European success.

“The reaction from the English buyers is good, but this range needs to be explained well to stand out from the other similar products in the market,” Michele Marziliano, UK country manager for Clementoni told ToyNews. “In other countries, the reaction has been strong from the start because everybody knows the classic

Clemmy blocks and the Plus brand. So we know that soon, the feeling among UK buyers will be just as great.” Clementoni has now seen another year of positive growth, thanks to the popularity of its infant and science ranges and an increase in TV advertising over the summer with more spots scheduled to air during the Christmas period. “Our main target is to have an established brand in the market and to be recognised by the consumers as leaders in the pre-school construction category,” continued Marziliano. “We are making continued investments in new concepts and pushing everything through the trade.” 020 87821143

Dinosaur Train toys on the way from Jazwares The Jim Henson Company has appointed the firm as its new master toy partner for the hit pre-school series By Robert Hutchins THE JIM HENSON Company has appointed Jazwares as its new master toy partner for its award winning pre-school brand, Dinosaur Train. The new toy line will feature a collection of figures and play-sets, encouraging kids to both engage in their own Dinosaur Train adventures as well as collect their favourite characters. The collection will round out with plush and role play items and will debut at retail in autumn 2016 across the US and in selected international markets, shortly followed by a full global roll out after. The partnership was revealed by Federico San Martin, VP of global consumer products at The

Jim Henson Company and Laura Zebersky, executive VP and chief commercial officer for Jazwares. “Children around the world are relating to the characters and storylines featured in Dinosaur Train, and they are experiencing the brand on television, online and through an array of innovative products true to the brand’s essence,” said San Martin. “Focusing on fresh, creative, innovative

concepts for both toys and role play, Jazwares will translate the fun, whimsical and the educational aspects of the Dinosaur Train brand into products kids desire.” Zebersky, added: “Our new partnership with The Jim Henson Company to develop a creative, fun and engaging Dinosaur Train toy line is a tremendous opportunity for us to play an integral role in further building the brand.” 020 35980270 www.toynews-online.biz

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Retail Only

News Data Opinion

Dedicated monthly retail coverage

The Toy Store lights up Oxford Street with UK debut “We are here to reignite the enthusiasm for High Street shopping,” Geoff Sheffield, director of purchasing and licensing at The Toy Store told ToyNews during an exclusive preview of the brand new shop By Robert Hutchins AFTER ITS OFFICIAL opening on London’s Oxford Street last month, retail giant The Toy Store has outlined to ToyNews its plans to become the beacon of UK toy shopping. Situated in the West One Shopping Centre, the 27,000 square foot store has drawn its line firmly in the sand when it comes to its mission objective of bringing the buzz back to the High Street. With an emphasis on instore entertainment more accustomed to a theme park than a toy shop, visitors to the retailer’s first UK store have been treated to a number of The Toy Store exclusives. Meet and greet photo opportunities with bespoke made Stormtroopers, as well as an exclusive Mr. Men character called Mr. Fun created for The Toy Store by its licensing partner Sanrio, have been just the tip of the iceberg. While the store’s ground floor entrance boasts the buzz of a popular tourist destination, with London-themed toys, confectionery and a Paddington Bear-themed

engagement zone, it is the shop’s upper level that Geoff Sheffield, board director at The Toy Store, has described as the retailer’s ‘main event.’ A floor filled with toys from the world’s biggest children’s entertainment licences, themed in-store destination zones vary from an interactive Thomas the Tank train – the focal point of a large collection of Thomas products – to a Mr. Men soft seating area, a WWE zone and a planned Nerf shooting gallery. Such emphasis on the entertainment factor is all part of the global retailer’s

RETAIL ADVISORY BOARD

Stuart Grant, The Entertainer

Fiona Murray-Young, Toys R Us

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Linzi Walker, Argos

plans to become the beacon of Oxford Street by coercing consumers away from internet shopping and engaging with its various ‘emotional touch points.’ “We are here to reignite the enthusiasm for High Street shopping,” Sheffield told ToyNews. “These days, consumers can all shop online and can certainly avoid West One, so we have to give the shopper a reason to visit. “That’s why the level of detail and the enthusiasm we have for bringing the entertainment cascades down through everything we do here.”

With a fleet of successful stores across the GCC, the Dubai-based retail giant is keen on making a splash, partnering with toy brands big and small, from LEGO to the emerging doll brand Bonnie and Pearl in order to “turn it up” and create a London destination for UK toy shoppers. However, despite its bold mission statement, the media hype surrounding its arrival and the inevitable competition with London’s iconic toy shops such as Hamleys or Harrods, The Toy Store has declared that it isn’t interested in making any enemies.

Sheffield said: “The reality is that a lot of people would like to make something out of us being rivals with the likes of Hamleys and Harrods. “But the reality is that for us, there is the ability to co-exist. There is enough difference between us and the other big stores that together we can complement each other. This isn’t about scoring points, it’s about focusing on inspiring consumers at a retail level.” Fundamentally, The Toy Store believes that toy shopping should be magical, something Sheffield would like to see achieved through a partnership between London’s toy stores. “We are actually looking to engage with the likes of Hamleys, The Disney Store and Rainforest Café to group together. “One idea is pulling together to run various treasure hunts. After all, everyone has the same challenge; getting traffic in. “We all exist in proximity over in the Middle East, so let’s join forces and work out a way to make it more enticing for the customer to travel to West One.”

ToyNews takes soundings from its Retail Advisory Board on toy industry issues. The current members are:

Brian Simpson, Toytown

Clare Barton, Sainsbury’s

Neil Mitchell, Shop Direct

Annalise Quest, Harrods

Steph Strike, Asda

Ben Redhead, Firebox

Alphonse Madamombe, Maplin

Helen Gourley, Toy Hub

Miles Penhallow, Play-Room

Karla Mitchell, XBite

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INDEPENDENT SURVEY

“The licensed toy sector has never been more important to the independents” This month, the importance of the licensed sector for the independent toy trade has divided opinion among ToyShop UK’s listing. Below, they reveal their different positions on the licensed toy debate

FOR

The Toy Works, Paul Commander “The Beatrix Potter, Peter Rabbit range of toys from Orange Tree Toys is proving to be very popular with our customers. The Wooden Peter Rabbit Puzzle Train, wooden skittles and Jemima Puddle Duck and Peter Rabbit licensed push-along toys are very nicely finished and offer great play value for youngsters.”

Darths Hutt, Mitch Brown “I run an independent toy shop selling Star Wars action figures and collectables. These are favourites among my customers, however, I did not get a look in for Force Friday as all the stock went to the large corporate companies.”

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Automattic Comics and Toys, Matt Booker “Licensed toys are important to the independent retailers, they can attract a lot of business from the dedicated fans, but margins on these lines are insanely small if you want to be competitive.”

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INDEPENDENT SURVEY

Imagine…!, Caroline Anstey “The licensed products tend to be dominated by supermarkets and multiples, who can tie up exclusives or get early deliveries. Independents are, in my opinion, better off concentrating on quality, non-licensed toys, with a small selection of licensed items at affordable prices. There are, however, evergreen licences, such as Thomas the Tank, Peter Rabbit and Star Wars. These are the exceptions.”

Armadillo Toys, Lisa Clay “We need a point of difference. I do have some licensed products, but I leave that mostly to the supermarkets and larger stores. We get far better margins from unlicensed toys, too.”

AGAINST

Just Williams Toys, Vicky Brown “As an independent, customers come to us as they are looking for something new and unique and not the licensed items. That said, some of the licensed items do help to get customers in the door.”

Little Citizens Boutique, Alicia Peyrano “We offer an alternative to licensed toys because it’s important to celebrate the diversity of stories in the world. Children are born with incredible imaginations and we are dedicated to retaining this well into adulthood. Our niche is celebrating a multitude of artists, illustrators and toys that help develop creativity because it’s a skill that will be in high demand in future.”

Cots ‘N’ Togs, Sue Needham “We try to keep away from the licensed toys. Customers can find them everywhere and the big retailers often have promotions. It’s just so difficult to compete in this sector.”

Whirligig Chichester, Peter Allinson “The whole world is focusing on licensed products and the High Street has them in spades. We avoid them and present our customers with lots of creative choices. Being an independent means that we can stand out in a crowded market place.”

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Toy Shop UK is a consumerled, online directory that helps toy suppliers, retailers and licence holders promote their businesses to an audience of up to 10,000 unique visitors per day. Popular weekly giveaways, the esteemed Independent Toy Awards and special

supplier listings are just three of the ways that Toy Shop UK can help you increase your online presence and complement your other marketing activities this year. Contact n Michael Hawkins (michael@toyshopuk.co.uk or 07786 295756) for more information. www.toyshopuk.co.uk

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INDIE RETAILER FOCUS

Lighthouse Toys Ten years ago, primary school teacher and mother of three, Samantha Broad decided to start selling educational toys. Rhys Troake talks to Lighthouse Toys about what’s selling for the indie store this year Can you tell us about your store, how long have you been selling toys? My husband (Tim) and I started the business over ten years ago. It is a family business that specialises in selling toys based on their educational play value. Can you tell us a bit about your background, what got you into selling toys? I am a trained primary school teacher and used to teach children with various special needs. I am also a mother of three children who we have decided to home educate. I use my background of being a teacher and parent when choosing toys for the shop and also when giving advice to parents. Tim was a software engineer and is currently using his knowledge to create a new website for the store so we can build our online presence. What kind of toys do you sell and what is selling well for you at the moment? Some people describe us as a traditional shop, due to the range of toys we sell. Although we do love to source new toys and games, we tend to avoid those that are heavily licensed or gimmicky. I look for toys that children will love to play and learn from at the same time for years to come. Games and puzzles are selling well at the moment. Science is also selling well and we carry science toys and kits that cover all ages and price points. There is a great pocket money toy retailing at £1.25 that we used to introduce our own children to polymer science. We share this with the children and parents who buy them. What do you look for when sourcing new products? 70 October

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Some customers come into the store just for a chat. We love feeling a part of that community Samantha Broad, Lighthouse Toys

How has 2015 been for you guys so far? We enjoyed celebrating our 10th birthday last year, but retail is hard work at the moment and we have been working hard in 2015 to keep business flowing.

customers come in to the store just to have a chat and we like to feel part of a thriving community. We have play tables and believe that it is very important to let customers try some of the toys. We know our products very well and often give advice to parents about the educational value of toys. We are known in the area for our expertise in dyslexia and special needs.

What makes you different to your local competition? How do you stand out from the crowd? Here at Lighthouse Toys we like to get to know our customers and watch children grow up. Some

How do you engage with your community? We run special events in the shop. For example, last year we had a day of fun when part of the day’s takings went to support a special needs orphanage

We look at value for money and learning opportunities. We avoid toys that are sold in larger stores and those that are sold cheaply on the internet.

in Uganda. We have supported this orphanage since it started about five years ago and make sure every child has a present at Christmas time. We also like to host specialist events to raise awareness about dyslexia. What current industry trend is having the most impact on your business at the moment? The trend for suppliers to sell directly to the public is not helpful. We take this into consideration when deciding what we will stock and who we will work with. What do you think will be the big sellers of 2015? I think our big sellers will be the toys that are a bit different to those found in supermarkets and the major toy stores.

We sell more toys when we engage kids with instore demos and some suppliers are great at supporting us with this aspect of in-store theatre. What has the rest of 2015 got in store for you guys? We are currently in the throws of building a new website. This will build our online presence and help boost sales online as well as in-store. What has been the highlight of your ten years of toy trading? There have been many of the years, but we were particularly thrilled to welocome Lord Digby Jones to our shop back in December 2014. He spent the whole morning with us and encouraged us with our big plans for the business. www.toynews-online.biz

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SECTOR GUIDE: WOODEN TOYS

Wood fellas A perennial favourite among the independent and major retailers alike, the wooden toy sector is brimming with new innovations as well as timeless classics, Rhys Troake takes a look at what’s out there RAVENSBURGER The recent acquision of the ever-popular Brio brand has helped put former puzzle specialist, Ravensburger at the forefront of the wooden toy sector this season. Now distributed across the UK by Ravensburger, the Brio range boasts almost 200 individual toys, each one manufactured using a combination of FSC certified wood, the highest quality plastics, metals and magnets, for a wealth of play options. Each toy is carefully designed to encourage child engagement by reflecting real-life scenarios to help stimulate role-play for infants and pre-schoolers.

The infant range includes toys for babies and toddlers from birth to age three and features products from rattles and doll prams to a line of pull-along toys. The Railway World includes eight different themes including Farm, Safari and the new Fun Park world. All train sets, tracks and individual locomotives are compatible and interactive with one another, encouraging kids to continue collecting and expanding their Brio universe. Although the Railway Sets are designed for children aged three and up, Ravensburger champions Brio’s collection of train sets

and tracks as ‘something for the whole family.’ Elsewhere, the Role Play range features two red wooden cabinets, billed as the ideal accessories for allowing children to play house, either at home or at a play group. The stove cabinet features an oven door that opens, a regulator that moves and buttons that turn, while the kitchen sink set has a cabinet that opens and taps that turn. Measuring about 55cm tall, these two role-play kitchen units are the ideal size for young children to use for imaginative play. 01869 363800

BIGJIGS TOYS Well known for its extensive range of wooden toys, Bigjigs is often a popular choice among parents. Boasting traditional appeal and fun factor, Bigjigs’ toys have been designed to evolve with a child as they learn and grow. Clearly displayed on each of the toy’s recyclable boxes are the skills which will be tested through play, allowing kids to explore their interests through the use of current themes, ideas and fun colours, all of which are carefully designed by Bigjigs.

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The Bigjigs Rail is an example of a timeless and popular wooden toy, available in a diverse array of themes and designed to entertain the entire family Themes featured across the range include country farm, prehistoric dinosaurs, mystical fairies, rolling stock, rail names, and heritage. The railway range can be purchased in sets or as individual add-on toys for any collection. Kids can even purchase additional track in order to make room for their burgeoning haul.

Furthermore the popular Bigjigs track is fully compatible with other similar ranges. Meanwhile, a current Bigjigs favourite at the moment is the Dinosaur range, letting kids create a railway layout within a prehistoric setting featuring overflowing volcanoes with pools of lava, dinosaurs and trees, as well as the potential to add further items including a ribcage or T-Rex tunnel, Bronto bridge and Dino crane. 01303 250400

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SECTOR GUIDE: WOODEN TOYS JUMBO The Goula brand is known for its high quality wooden puzzles and games, bringing an educational aspect to children’s playtime. The Goula Tower of Fruit is a fun matching game that challenges children to pair the wooden fruit-shaped pieces to the pictures on the four-section coloured matching boards. Once they have matched the four fruit pieces, kids place another board on top and start matching again. This continues until all the pieces have been used and the child has created a bountiful tower of fruit. Also in the Goula range is the 1-10 Number Wooden Duo Puzzle: a matching number game with bold colours and large sized numbers to help children learn important counting and matching skills. Each tile in the game also features a collection of colourful animal pictures, designed to bring even more fun to the wooden toy learning game.

Elsewhere, Goula’s Activity Table lets young children explore their creativity and develop earlyproblem solving, hand-eye coordination and spatial awareness skills, all cleverly disguised as fun playtime. The Activity Table encourages children to match up wooden shapes to their corresponding slots in the table as well as push them through the correct shaped holes until they fall down into the safety net placed below the table Meanwhile, a fun, colourful, loopy wire attached to the table allows children to slide different objects from one end of the play-set to the other. A hero product in the Goula wooden toy line this season, the Activity has been championed by Jumbo for its ability to keep kids engaged and entertained for hous on end. For more information on the Goula wooden toy range, contact Jumbo Games. 01480 414361

Working hard to keep playtime fun, John Crane Ltd. has been designing and distributing toys for over 30 years, offering an extensive range of optimum tried and tested wooden toys. Designed in house at John Crane Ltd., the animal themed Tidlo Stacking Cubes offer children the kind of intriguing curiosity that is important in learning about the big wide world. Ten animal themed wooden cubes come stacked neatly inside each other. One by one children can take out the perfectly sized cubes to build a tall tower that any toddler would be proud of. Not only is there a familiar animal on each cube, but each face on the outside of the cube has a different picture to learn from. According to John Crane Ltd., this towering toy reaches new heights, and that’s not just because once it is fully assembled it stands at a whopping total of 104cm tall.

For construction crazy fans, the Pintoy Digger features a working caterpillar rubber track with a posable scoop. Made from sturdy rubber wood, this is just one item from a series of construction toys under the John Crane Ltd. banner, all developed to provide years of enjoyment for youngsters. Elsewhere, and rooted in Italian history, Sevi has been creating colourful, quirky and premium wooden toys since 1831. From push and pull alongs to musical toys, purchasers can feel the traditional craftsmanship in each and every toy. Aimed at the toddler sector, the Sevi Pull Along Giraffe is an ideal companion for any baby’s first steps. Not only that, but these funny pull along toys will delight adults and little ones alike as they wobble along behind their owner and make a pleasing noise when pulled by toddlers. 01604 774949

JOHN CRANE LTD.

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SECTOR GUIDE: WOODEN TOYS ASOBI This season sees Tegu reinvent the wooden block in a way that brings new life to a favoured classic. By safely embedding magnets into each piece, Tegu Blocks become curiously attractive for both kids and kids at heart. Created with Honduran hardwoods and safe waterbased finishes, these blocks have proven wildly addictive for kids and will encourage

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the simple joy of creating and building for generations. The 14-piece set is the perfect introduction to Tegu as well as the ideal gift for special occasions. Start your Tegu collection with this starter set and begin discovering your inner builder today. With its unique shapes and creative play, the 14-piece set is the perfect fit for any emerging creator.

The set includes 14 blocks in five shapes: two medium columns, four short planks, four long planks, two cubes, and two parallelograms. An ideal toy for building on the go, the original pocket pouch includes a felt pouch made for travel. Included in the pouch is four short planks and four cubes. Made to fit in almost any pocket, the pouch will keep kids of all ages busy.

Kids can awaken their budding builder with the endeavor set where towers and skyscrapers have never been easier to build. Children can build as high as they desire and Teguâ&#x20AC;&#x2122;s magnets will keep your creations from crashing to the ground. This set includes 22 blocks in four shapes, eight medium columns, six mega planks, four long planks and four short planks.

The future begins with Robo, a curious little robot that transforms into dozens of things with the power of imagination. A master of disguise, Robo is a horse one minute then a spaceship next. In fact, Robo can be anything kids dream-up. Robo includes eight blocks in three shapes: four short planks, two Robo triangles, and one Robo body. 01628 200077

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SECTOR GUIDE: WOODEN TOYS THE IRISH FAIRY DOOR COMPANY New to the UK for 2015, The Irish Fairy Door Company lets children create memorable family moments by inviting a fairy into their home with a real wooden Irish fairy door. Created by Niamh Sherwin Barry and Aoife Lawler, along with their husbands Oisin and Gavin, the wooden Irish fairy doors can be installed just about anywhere, such as bedrooms, classrooms and gardens. Once in place, the creative team at Fairy HQ ensures direct access to Fairy Valley, so the magic continues long after the fairy has moved in by supplying ongoing magical messages, play ideas and stories delivered to children and parents who

register their fairy’s name on the website, via email and a corresponding app. The arched wooden doors have a contemporary, vibrant styling and are available in red, blue, pink and purple. The new UK retail packaging contains the wooden Irish fairy door, a magic key in a bottle, wooden stepping-stones, a fairy lease agreement for heightened role-play, a fairy notepad for those important thoughts and to-do lists and of course a Fairy Welcome Guide, introducing each child to the magical world of the Irish Fairy Door Company and their very own fairies. 01279 408208

HTI Consistently a leading pre-school brand in the UK, HTI provides a fun range of Peppa Pig wooden puzzles and toys. The collection offers a selection of colourful Peppa Pig designs across classic lines that have been designed to encourage early learning as well as help develop hand eye coordination among growing youngsters. The Floor Puzzle is a 49 piece jumbo jigsaw featuring a fun Peppa Pig classroom scene, while the chunky 3D Clock Puzzle helps little ones to learn to tell the time as well as familiarise themselves with their first numbers. Kids can have fun placing the shaped numbers in the correct spaces and in the correct order, or take them

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GREEN OWL TOYS out to reveal vibrant Peppa party images. Other puzzles in the range include a Peppa Pig Dress Up Numbers and Muddle Puddle Peg Puzzles, offering number learning and shape sorting activities with fun Peppa designs. The Wood Works preschool offering comprises colourful, chunky shape sorters, a learning clock, alphabet and number puzzles, dominoes, an abacus, chalk board and jumbo floor puzzle. All Wood Works preschool puzzles have been designed to help develop recognition of numbers, letters, shapes and colours as well as enhance handeye coordination, cognitive abilities and stimulate visual development. 01253 775684

New for 2015 are The Gruffalo Yoyos and matching stand. There are four designs to collect, including Owl, Snake, Fox and Mouse. On the reverse of these yoyos is the Gruffalo logo. The stand fits neatly next to any till and displays the four types of wooden yoyos. The handcrafted toys compliment the children’s picture book, The Gruffalo, written by Julia Donaldson and illustrated by renowned artist Axel Scheffler. The Gruffalo Yoyos are one of the new 2015 collection of luxury toys that are hand-crafted

in sustainable wood and inspired by beloved characters from the books. The range also features a mini wooden Gruffalo figure as well as the Gruffalo Character Puzzle, a thick puzzle made of solid wood and vibrant imagery.

On one side of the Gruffalo Character Puzzle, kids can build The Gruffalo while on the other, children will find the four other characters in the book. The puzzle can stand on its own or be laid down flat, while the four characters on the underside can be used to tell the story. The loveable mini wooden Gruffalo figure captures the magical element of the book, as the popular children’s book character is replicated with this delightful wooden toy, featuring animated swinging arms and legs. 020 88519904

HIPPYCHICK Increasingly, Hippychick is becoming recognised for its collection of wooden toys and sets. The most recent addition to the award winning Hippychick stable is BoiKido, a range of colourful Frenchdesigned interactive toys. Different characters, new vehicles, a selection of musical toys and some ride on/push alongs all help children discover the pleasure and joy of active play and are aimed at stimulating their evolving play skills and imaginations.

The Giant Xylophone is ideal for all budding musicians. Precisely engineered from high quality wood, it provides quality sound and is an ideal first instrument for little ones. It will help them to develop rhythm, melody and motor skills. Meanwhile, the Push and Play Rabbit Wagon, specifically designed to be pushed along, encourages balance and helps little ones take their first few steps towards walking. 01278 434440 www.toynews-online.biz

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9/22/15 11:09

SECTOR GUIDE: WOODEN TOYS LE TOY VAN A vintage style painted wooden country kitchen, Le Toy Van’s new Honey Kitchen provides budding young chefs with hours of culinary role-play fun. The kitchen features various country styled characteristics, including a window with red gingham curtains, a wooden worktop with a sink and a hob, along with a substantial oven fitted with shelves and a clear door, letting kids check on the dinner as well as a hob stove with numerous turning knobs. Decorated with an integral dresser with hooks, a teatowel rail and a curtained cupboard, this kitchen offers endless play possibilities for young kitchen creatives.

Part of the Honeybake Collection, the kitchen is scaled to Le Toy Vans’s extensive Honeybake accessories (sold separately), which includes a collection of pots, pans, pizzas, cakes, a coffee machine, tea- set and, of course, a dotty kettle. And that’s just a few of the lines in the extensive range designed to encourage roleplay fun time. The Honey kitchen helps develop children’s key skills such as encouraging them to be creative, social, and getting them involved in imaginative role-play, not to mention the all-important skill of getting to know their way around the kitchen. 020 89792036

K-PLAY K-Play has been representing the brands of German toy manufacturer Gollnest & Kiesel for the last 15 years and supplies UK distributors, retailers and education suppliers. Popular brands under the G&K banner include Goki, Heimess, Holztiger and, of course, Anker. Heimess has one of the largest ranges of wooden toys for kids aged from birth and upwards, including soother chains, touch rings, pram chains and mobiles. Over it successful history, the brand has won a number of awards for its attention to design and quality. Meanwhile, Goki is the wooden toy range from G&K with a raft of products including learning toys, doll’s houses, wooden dolls, games, mobiles, puppets and role-play.

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The range is constantly refreshed with over 300 new products every year. There are various price points within the ranges, ensuring that there is always something for every market segment to choose from. They also have a range of die-cast vehicles and extremely popular ride-ons as well as a whole section of novelties ideal for party giveaways and pocket money sales. The K-Play catalogue runs from September to August, meaning that the new products are all listed in time for the major buying season in the run up to Christmas. This year, there are four Goki products nominated for the prestigious Golden Rocking Horse Award and one for the German Design Award 2016. 01652 237810

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SECTOR GUIDE: WOODEN TOYS FLAIR GP Flair has added a familiar face to wooden game playing with the addition of a Thomas & Friends range to the company’s portfolio. Perfect for children aged 18 months and upwards, this collection of quality wooden games includes both new and familiar play concepts, designed to enhance a child’s learning while engaging them with traditional play.

TOBAR The Wooden Dominoes and Track Puzzle have 28 dual sided dominoes and four engine pieces. Children can either play the traditional game by matching the images or turn the pieces over to create a wooden train track for an altogether different dominoes experience. The range also includes the Block Cart, Tic-Tac-Toe, and a Wooden Clock Game

with 12 double-sided selfcorrecting puzzle pieces, two jumbo time-dice and a clock stand. Improving hand-eye coordination is the name of the game when it comes to the Sorting Box and Hammer and Peg toys. This much needed, early skill will be enhanced as kids learn to tap the pegs while they follow the track. 020 86330320

Tobar has a variety of wooden toys including planes, trucks, cars and pull along transporters. The company also has wooden Russian dolls, which are well suited to take pride of place in bedrooms and make the ideal fun gifts. Pocket money wooden toys include classic Push Up toys in a range of designs like clown and robot, while traditional wooden skipping ropes come in a range of designs including bee, frog and ladybird.

The firm’s role-play bestsellers include Pixie Play Set and Farm Playset for older children along with the Wooden Bow and Arrow and Sword and Shield. Educational wooden toys include Times Tables Board, Alphabet Building Blocks and Wooden Domino Race, whereas musical wooden toys include a red piano, whistle, xylophone and wooden maracas. Classic games include the wooden bowling alley, dominoes and more. 0844 573 4299

KIDKRAFT It’s time to blast off with KidKraft’s popular Rocket Ship Play Set. The play-set provides hours of fun, giving young explorers everything they need to pretend they’re exploring the deeper regions of outer space. The Rocket Ship boasts a number of interactive features, vibrant artwork and a sturdy design that has been developed to last for years, making it the ideal set for young children with an interest in outer space, the stars, planets and becoming an astronaut. The play-set features a moving crane that lets kids lift and lower heavy cargo into the rocket ship’s spacious hold. Smiling astronauts, along with robots, computers and even an alien, also come with the rocket play-set.

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The top piece of the rocket can even be detached, allowing children to pretend that they are blasting off into space while the set as a whole is large enough that any child and all their friends can engage and play with the set at the same time. KidKraft’s Rocket Ship Play Set boasts a smart, sturdy construction that is made of composite wooden materials with molded plastics, for robust play. The play-set arrives packaged with detailed, step-by-step assembly instructions, meaning that kids can easily get to grips with putting the Rocket together, whether playing alone, with friends or with the whole family. For more information on the set, contact KidKraft. +31 (0)62 115 2254

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SECTOR GUIDE: TECH TOYS & GADGETS

Tech it easy New technology is helping to drive some of the most creative innovation in the toy industry. Robert Hutchins explores the latest products keeping the tech toy sector at the cutting edge VTECH A specialist in the children’s tech sector, VTech continues to innovate with this year’s latest collection of kids’ gadgets. First up is the DigiGo, a hand held smart device boasting smart phone technology in a children’s toy, allowing youngsters to connect with the family. With in-built VTech Kid Connect software, the DigiGo allows parents to communicate with their child via an approved smart phone, send and receive texts, voice messages, photos and drawings. The DigiGo also features a 180-degree rotating camera and over 60 photo effects to take fun and engaging photos and videos. With access to VTech’s Learning Lodge, kids can also download a number of games, music tracks, e-books and a host of age appropriate apps.

Having already seen success in the kids’ gadget category with the V. Smile and V. Smile Motion, VTech introduces its new highdefinition connected TV educational gaming console, InnoTV (£79.99). This Wi-Fi connected device lets children access the VTech Learning Lodge to download games, videos and music, while parents can connect their own devices to interact with games and add photos. Bundled with the InnoTV are single player games and multi-player challenges with cartridges featuring favourite characters from Paw Patrol, Dora & Friends, Doc McStuffin, Pixar Play, Spider-Man, Miles from Tomorrow and Frozen, compatible across both InnoTab Max and InnoTV. Elsewhere, the everpopular VTech Kidizoom Camera, that first launched in 2007, has had a refresh

for 2015 with the Kidizoom Duo. This new dual lens Kidizoom camera makes it easy for kids to take an array of fun photos.

VIVID Talking dolls, app-enabled bears and smart-talking robots that could out think a science convention; Vivid boasts it all this season. Kicking off its tech toy portfolio this season is i-Que (£64.99), the quick witted, smart talking knowit-all robot alternative to My Friend Cayla. I-Que uses speech-to-text software to understand what’s said to him and can answer questions on almost any topic. The accompanying app includes trivia, brainteasers, games and more. I-Que will continue to be supported by TV advertising, plus a new digital campaign with SuperAwesome running for four weeks over the October half term. Meanwhile, the original internet connected doll, My Friend Cayla (£59.99), has had a make-over for the coming season, with a new outfit and the addition of a new princess look and app (£64.99). www.toynews-online.biz

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Sales of the Kidizoom Camera have equated to over 1.1 million cameras shifted since launch, delivering almost £50 million

at retail. Now, with the latest features, Kidizoom Duo is expected to maintain the success for many years. 01235 555 545

RE:CREATION

Cayla can be personalised with the likes and interests of the child to make their chats more engaging. My Friend Freddy Bear (£39.99) is an interactive bear for preschoolers and has already featured on a number of retailers’ top lists for Christmas. Looking to spring/summer 2016 and Vivid is readying a range of expansion items for Real FX, including R/C handsets, cars in new colours and an expansion track set. 01483 449 944

With the LEGO Dimensions licence under its belt, Re:creation presents a burgeoning portfolio of tech based toys this season. The firm’s popular line-up of LEGO LED Lights goes from strength to strength this year with a raft of new additions in the form of LEGO Ninjago’s Jay, Kai and Cole. Meanwhile, Han Solo joins the ever-popular LEGO Star Wars collection that is set to benefit from being in the spotlight in the final quarter with the hotly anticipated launch of the seventh instalment of the Star Wars film franchise. Meanwhile. other ever-green ranges, including LEGO Friends and the LEGO DC Super Heroes key lights collection featuring Batman, Superman and Wonder Woman, continue to deliver strong results. Finally, fans of the much talked about ‘toys-to-life’ property, LEGO Dimensions, will rejoice at the knowledge that the LEGO LED

Lights collection now includes a LEGO Dimensions LED Light, ideal for displaying all of their characters when not in play. With touch activation, the LED Light turns off automatically after 15 minutes to preserve battery life. Re:creation’s LEGO LED Lights portfolio will benefit from heavy PR support in the run up to Christmas and year round. 0118 9736 222 October 85

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SECTOR GUIDE: TECH TOYS & GADGETS TRENDS UK Robotics is part of the DNA at Trends UK as the distributor promotes the latest in innovation, with WowWee’s hit tech toys, MiPosaur and REV. Hitting shelves this season, the pair will be supported with TV advertising campaigns, PR and social media activity across blogs, YouTube and online media. And to bolster the PR campaign this year, Trends UK has also teamed up with ToyTesters.TV to showcase its new products to audiences across the UK. Leading the campaign is MiPosaur Robot, priced at £99.99 and aimed at kids aged eight and over. This intelligent robotic creature has an evolving personality and thanks to a touch of gesture sense technology, can respond to an array of hand movements made by its owner.

MiPosaur can turn, spin, move forward and sit on command. Stroke its head and it responds playfully, but pull its tail and this robotic dinosaur becomes annoyed.

MiPosaur even comes with a Trackball that can activate six different modes, while the accompanying app offers a further array of interactive features.

CHARACTER OPTIONS

SPIN MASTER Spin Master’s Zoomer Kitty is a curious, playful and loving robotic kitten boasting realistic sounds, movements and an array of different moods, indicated by a changing eye colour. With in-built IR sensors, Zoomer Kitty can carry out precise head and motion tracking, enabling her to follow a child’s hand or her own toy as well as interact with her surroundings. This kitten also boasts a host of tricks, including singing and dancing as well as pouncing, purring and following her owner around like a real kitten. Meanwhile, three new additions join Spin Master’s robotic dinosaur range as Zoomer Chomplingz grace the portfolio with their own mischievous and fully interactive personalities. These mini dinos boast real chomping teeth action, burping and farting sounds, and can play games as well as stand guard. Alternatively, the Zuppy Love puppies range is a host of pets that can play games, music and interact with their own accessories.

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Kids can drive MiPosaur with the multi-directional controls, feed it and go head-to-head with other MiPosaurs by engaging the battle feature.

The dino bot can even be trained to follow a set path and perform its very own dance routines. Meanwhile, REV is a range of Robotic Enhanced Vehicles that combines speed and combat to create the ultimate racing battle. Aimed at kids aged eight and upwards and carrying a £99.99 price tag, each REV lets players take control with a smart device and pit their car against artificially intelligent opponents in a series of app-controlled mini duels. The ultra-responsive AI car will track, chase and attack vehicles with maneuvers and virtual laser shots. Players can battle against friends as they take control of opposing cars to unlock weapons and upgrades within the app and outlast their on-track rivals. 01295 768 078

These new puppies will also play and interact with each other, telling jokes, secrets, while the more they are petted, the happier they are. Elsewhere, and Spin Master is bringing the action of this summer’s monster blockbuster film Jurassic World to the living room with the Collectable Robotic Edition Zoomer Dino inspired by the film’s monster, Indominus Rex. Using True Balance Technology to explore her surroundings and advanced IR nose sensors, Indominus

Rex can sense a child’s hand and will respond to movements before emitting real sounds from the hit Jurassic World film. Spin Master’s monster TV campaign commenced in August this year and includes four high impact adverts to introduce Kitty, Chomplingz, Zuppy Love and Jurassic World’s monsterous Indominus Rex. Individual websites will have kids immersed in the brands predicted to be big ticket numbers for Spin Master this Christmas. 01628 535 000

Character Options continues to drive the youth electronics sector as the popular Teksta develops a sting in its tail and the Little Live Pets brand brings a new friend home to roost. Teksta’s world is about to get a little fiercer with the arrival of the brand’s latest development: The Scorpion. Teksta Scorpion boasts a wealth of interactivity, all controlled via an infrared remote that straps easily to the back of a child’s hand, allowing its user a full 360 degree control of realistic scorpion movement.

Teksta Scorpion will launch with heavy TV as well as a digital and print Robot Wars style campaign. Meanwhile, Little Live Pets is welcoming its most intelligent and interactive addition to date, with the launch of the Clever Keet. Already making waves with star billing on many a retailer’s top ten toy list, Clever Keet sings, talks, flaps its wings and more. This Parakeet comes with its own playground and accessories, can speak pre-loaded phrases or repeat its owner’s words. 0161 633 9800

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SECTOR GUIDE: TECH TOYS & GADGETS CARTAMUNDI Since its inception, Cartamundi has challenged itself to change the way kids think about card games, and the latest installment from Shuffle does just that. In fact, bringing traditional play and technology together in union, Cartamundi’s Shuffle range carves a new niche in the board gaming, card playing and tech toy sectors. The Shuffle range from Cartamundi – one of the world leaders in playing cards and card games – combines famous entertainment and board game brands with playing cards and digital technology for an enhanced way to play the classics. The Shuffle app is an optional extra, which means players can engage with the games via the traditional cards provided. However, for players armed with a smartphone or tablet device, excitement can be added through digital interaction.

Like the other Monopoly card games in the Shuffle range, Monopoly Junior is all about collecting properties and obtaining Monopoly money from opponents. However, this version, based on the popular Monopoly Junior board game, has been designed to appeal to youngsters, and in place of traditional Monopoly properties, features the likes of a fun pet shop and sweet shop. And for those concerned about a child’s attention span, fear not as Cartamundi has that covered. Each round of Monopoly Junior lasts no longer than 20 minutes and boasts simplified rules, making it ideal for for groups of three to four players aged five to eight years. As with all Shuffle games, kids can download a free app to bring the classic Monopoly Chance cards to life with digital fun. 01268 511 522

WowWee ToyNews 230x152:Layout 1 14/04/2015 08:49 Page 1

Downloadable Free App

> 2 vehicles controlled by downloadable free App > Battle vs AI computer or vs a friend > Play against your opponent in 6 different game modes > No track, no mat needed Major TV campaigns

> MiPosaur has Gesture control + free App > Track Ball with play modes, MiPosaur will chase it

and PR support

EXPECT SO MUCH MORE!

To place an order please contact: +44 (0)1295 768078 salesadmin@trendsuk.co.uk For Media/PR enquiries, please contact: Ane Olesen: ane@wirepr.eu

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SECTOR GUIDE: TECH TOYS & GADGETS JOHN ADAMS John Adams has made its leap into the kids’ technology and gadget arena, thanks to the launch of its new RC Flying Dragon. Constructed from ‘virtually indestructible, super-strong plastic,’ the RC Flying Dragon has been billed by John Adams Leisure as ‘uber tough’, meaning it can survive almost any crash landing as youngsters and beginners get to grips with their new wings. With scarlet red colouring and a wing span measuring approximately 40cm, the RC Flying Dragon is able to flap its wings when in flight as well as take off and land with ease through the use of its moveable and powerful hind legs.

Powered by infra-red technology, the RC Flying Dragon arrives with an accompanying remote control, aptly shaped as a dragon claw and featuring a throttle stick and direction/ rotation stick. The RC Flying Dragon can move up and down, left and right as well as complete a full 360 rotation. The remote control also features three channels, allowing up to four dragons to be used at the same time. To top it all off, the RC Flying Dragon has inbuilt rechargeable batteries which take their charge from the controller itself, leaving only the remote in need of any batteries. 01480 414 361

K’NEX

Open-ended creativity is the name of the game at K’NEX, a specialist in the construction toy sector and boasting a portfolio of products that combine traditional play with mechanised movement. As dinosaurs and dragons continue to be firm favourites among children, K’NEX’s Beasts Alive range is destined to delight this season, bringing innovation to the construction aisle. Beasts Alive X-Flame and Stompz lead the pack, featuring more than 350 pieces each, plus motorised leg and wing movements. Meanwhile, Bronto and Tri-Stego are dinosaurinspired sets with more than 200 pieces each, as well as motorised movement, bringing the characters to life.

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TOBAR

There are three RoboCreatures to choose from, each inspired by a different animal and containing 150 pieces. Kids can buy all three and combine them to create the ultimate motorised monster. Elsewhere, and the K’NEX Thrill Rides range allows children to build their own theme park rides. The Double Doom Roller Coaster has 891 pieces that can build a roller coaster over three feet high. K’NEX Thrill Rides Typhoon Frenzy, meanwhile, includes more than 640 pieces and has motorised power to send a silver coaster car travelling along over 19 feet of track. The range is completed by the K’NEX Ferris Wheel, a two-foot, 475 piece set. 0118 925 3210

Tobar’s burgeoning autumn/winter portfolio is testament to its position in the gadgets sector. Tobar introduces the 50 Fifty Blink range of light-up shoelace accessories that blink with every step. These miniature light units slide onto any shoe laces and are positioned on top of them above the tongue. Once in place, the lights on each unit will blink in time with the wearer’s foot steps. Each pack contains two Blink Stepz units of the same colour and are already proving to be very popular. Elsewhere, Tobar’s miniature drum sets have been designed to be played on a tabletop or other raised surfaces. The set includes three drums mounted on a stand with a cymbal protruding from the back, as well as two drum sticks. In aviation and the Tobar miniature aeroplane can be fixed onto any child’s bike or scooter handlebars. Once in place, the aeroplane will spin its propellers, making it the ideal alternative kids’ bike accessory. Of course, Tobar’s growing portfolio wouldn’t be complete without its selection of Syma Helicopters and Quadcopters, to keep fans

of all ages and abilities entertained for hours. Meanwhile, for car fans, there’s the Wrist Racer collection featuring popular racing teams Red Bull, Mclaren and Lamborghini. The Spacebot 3000 meanwhile, is an infrared remote control robot with walking, talking and shooting functions, everything a robot needs.

This remote controlled robot can walk back and forth, turn left and right and rotate his head to aim with the head mounted disc launcher. The little bot also lights up when in operation and makes a series of robotic sounds. Furthermore, it dances on command, accompanied by its own backing music. 0844 573 4299

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OBSERVATIONS 0F A TOY INDUSTRY SURVIVOR

Jon Salisbury WITH THE immediacy of news coverage in the digital age, I woke up recently wanting to know how my friends on the West Coast of the USA had fared given recent events. Imagine my relief when I heard from LeapFrog CEO John Barbour in San Francisco who informed me that he was fine and that the fires were about 100 miles away thankfully. I suppose that I, like many non Americans, fail to appreciate just how huge North America actually is.

Analysts have predicted that as long as the upcoming Star Wars title outperforms Cars 2,

Follow me on Twitter @jonsalisbury

This month, our columnist shares his views on Disney’s Force Friday initiative and reveals what he was doing to miss the Star Wars craze first time around

in theory, benefit all toy retailers, both big and small. And finally, I have a confession to make.

Analysts have predicted that as long as the upcoming Star Wars title outperforms Cars 2, merchandise sales could hit $5bn in its first year. merchandise sales could hit $5bn in its first year. Star Wars fans showed up with energy at WalMart and Target stores in the early morning hours for Force Friday, according to various local US media reports. The retail event wrapped around both new and old characters set to be introduced in the new Star Wars film, slated for December, and also inspired promotions from Toys R Us, Amazon, and Kay Jewelers. Obviously, toy makers Hasbro and LEGO are expected to be big beneficiaries of the event that is Star Wars: The Force Awakens, while Mattel and Jakks Pacific are also selling a wide array of merchandise. But it doesn’t end there. All of this increased retail traffic should,

First time around, Star Wars totally passed me by. I was a callow 17 year old and life had many more exciting conquests awaiting me. Sex, drugs and rock and roll, for starters.

Jon Salisbury has written about the toy business since 1985, editing magazines and running toy media events in New York and London. He can be contacted at jonsalisbury@icloud.com or @JonSalisbury www.toynews-online.biz Editorial: 01992 535646 Advertising: 01992 535647

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