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No. 168 l December 2015
www.toynews-online.biz
Retail l Licensing l Pre-School l Marketing 18 Fantasy league Creative Toys Company talks us through a big year for its hit collectable SoccerStarz
20 New Year revelations We ask just some of the firms exhibiting at next year’s Toy Fair why their stand is worth a visit
22 Tablet talk Family and kids’ markets researcher iGen divulges its latest findings from the tablet sector
26 Logistical conclusion Logistics company Velta has had a fantastic year. Here the firm’s Andrew Dunn tells us all about it
YEAR IN REVIEW 2015 has been a big year, from the launch of LEGO Dimensions, the return of Bratz and the unveiling of this year’s Star Wars: The Force Awakens toy line to the continued success of Paw Patrol, roaring stats for Jurassic World and the longevity of Frozen. The last 12 months have also seen crowdfunding take off, Pie Face go viral and the ToyNews Inventors Workshop return bigger and better than before. We recap on the year’s biggest moments and prepare for what 2016 has in store
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NOR 4443 LEGO NEXO brand advertorial 2pg - banner ad TOYNEWS DEC Repro.pdf
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How was your peak? Our flexible and proactive service optimises costs for our clients and we deliver a pain free peak year after year. Amethyst is the brand leader in UK Toys and Games Logistics. For a stress free, multichannel, solution, please contact... Alison Humphries, ahumphries@amethystgroup.co.uk 01789 470 880
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WELCOME
Follow us @toynewsonline
MEET THE TEAM Billy Langsworthy Editor blangsworthy@nbmedia.com
Robert Hutchins Deputy Editor rhutchins@nbmedia.com
Jade Burke Staff Writer
CONTENTS Regulars 08 10 10 11 12 14 40 54
News Campaign of the Month Playtime NPD Analysis Industry Movers Industry Opinion Toy Shop UK Jon Salisbury
jmarinos@nbmedia.com
Features 16 Review of the year 18 Big Interview: Creative Toys Company 20 What to see at Toy Fair 2016 22 iGen on tablets 24 Products that defined 2015 26 Big Interview: Velta 50 Big Interview: Bureau Veritas 52 Big Interview: UL VS
Nikki Hargreaves Designer
Licensing.biz 29 News
jburke@nbmedia.com
Jodie Holdway Sales Manager jholdway@nbmedia.com
James Marinos Production Executive
nhargreaves@nbmedia.com
Mark Burton Managing Director mburton@nbmedia.com
Pre-school (sponsored by VTech Baby) 35 News Retail 39 News 43 Sector Guide: Magic & Puppets 48 Sector Guide: Kids’ Parties
Editorial: 01992 535646 Advertising: 01992 535647 www.toynews-online.biz
COMMENT
So this is Christmas
This year has seen major firms embrace the online communities of crowdfunding. Even the success of something like Pie Face can be traced back to a video that went viral. Over 88 million views later, it had been snapped up by Hasbro and soon cracked the Dream Toys list.
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.
WELL, IT’S finally happened. I’m not quite sure how, but December is here already. It feels like only yesterday that I was awkwardly Auld Lang Syne-ing with distant relatives to mark the arrival of 2015, and now it’s almost over. It’s been a belter. Towards the end of November, The NPD Group revealed that global toy sales have grown by seven per cent year-to-date compared to the same period last year. While 2014 had the fab four of World Cup Stickers, Loom Bands, Frozen and LEGO, this year has been far more varied. Films in particular have fuelled this growth, with movie-based toys enjoying a 28 per cent increase in sales during this time. Frozen has enjoyed another incredible year, while Star Wars has also triumphed, with sales for Star Wars toys having tripled since the Force Friday event back in September. Elsewhere, this year has seen some major firms embrace the growing force that is crowdfunding. Mattel has teamed up with Quirky in the US, LEGO has continued to launch hits through LEGO Ideas while Hasbro has joined forces with IndieGoGo to unearth new gems. You can even trace the success of something like Pie Face back to the power of an online community when a video featuring the game in action went viral back in July. Over 88 million views later, it had been snapped up by Hasbro and then cracked this year’s Dream Toys list. It’s a route that’ll become more commonplace in the years to come I’m sure. In this issue, we’ve rounded up the year’s biggest stories of the year, while manufactuers and retailers have shared the products that have defined their 2015. While we’re reflecting, a personal highlight this year was the success of our second Inventors Workshop event back in September. The passion of that community remains as inspiring as ever and we’ll continue to champion inventors into 2016 and beyond. We’ll also be announcing some success stories from the day in the new year. So, we’ll be back in January with the mammoth Toy Fair issue, but until then, from the whole team, have a groovy Christmas and a happy New Year. Have a Baileys on us. blangsworthy@nbmedia.com
Building you Supply Chain Solutions with a difference Find out more details details on on page page 26 52
www.velta.co.uk
Distribution / E-Commerce / Shipping / Airfreight / Trucking / Customs www.toynews-online.biz
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NEWS
Fungus Amungus outbreak to conquer boys’ collectables next year Following a positive reaction, both in the UK and overseas, Vivid believes its new bacteria-inspired collectables range will plug a gap in the boys’ market and be a top new toy brand for 2016 and beyond By Robert Hutchins FUNGUS AMUNGUS has the potential to be a leading boys’ collectables brand across 2016, 2017 and beyond. Vivid has declared that early reception of its new range of characters, inspired by germs, bacteria and microbes, is encouraging enough to place the line as a leading boys’ brand on a global scale. As such, the marketing plans surrounding the launch of Fungus Amungus marks one of the most comprehensive that Vivid has ever put together.
The campaign will span the digital space with a website and a series of
webisodes airing at the end of this month, as well as exposure on TV.
“Fungus Amungus is one of our most exciting in-house developed brands in recent years and we have invested a lot in trying to make sure that it gets the exposure and success that we feel it merits,” Tom Bennie, brand manager at Vivid, told ToyNews. “We feel there is a gap in the boys’ collectables market for a brand that will really grab their attention, which is exactly what we hope Fungus will achieve. “The boys’ market is crowded with big TV and movie licences, so Fungus offers a point of difference
and something new for boys to get their hands on.” Following what has been billed as ‘fantastic’ feedback from retailers on a global stage, Vivid now has “very high” expectations for its range of grotesque collectables. “The Fungus Amungus outbreak will be a worldwide infestation for 2016,” continued Bennie. “This has the potential to be a big hit for many seasons. We already have some great product extensions planned for 2017 and beyond.” Vivid: 01483 449944
Flying Gadgets sales Tech will keep pre-school sector soar to new heights flourishing in 2016, says LeapFrog “2015 has been our biggest yet, with a huge rise in sales within the ride-on car and quadcopter areas,” says MD Joshua Farleigh By Billy Langsworthy 2015 HAS been the biggest year yet for Flying Gadgets. With a new range of rideon cars joining its popular selection of RC products, including the world’s first voice controlled quadcopter, the last year has been one to remember for the firm. “2015 has been our biggest yet, with a huge rise in sales within the ride-on car and quadcopter areas,” Joshua Farleigh, managing director at Flying Gadgets, told ToyNews. “Our new ride-on car range has been incredibly popular and our T77 helicopter has been our biggest seller. “We managed to once again get the highest quality radio controlled toys to our customers and they proved very popular with the end user. We expanded our range in the right areas 08 December
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which paid dividends early in 2015 and beginning of the third quarter.” Looking ahead, the firm believes there remains potential for growth in the quadcopter market and Farleigh is sure that its new additions for 2016 will prove to be successful. “We have some great products lined up for 2016 and I’m very excited to unveil them as I’ll know they’ll be an instant success. The market for quadcopters is growing and evolving all the time.” Flying Gadgets: 0844 209 2626
My Pal Scout, LeapPad Platinum and toys-to-life inspired Imagicards among those paving the way for the company in the new year By Robert Hutchins LEAPFROG HAS outlined its plans to continue pioneering new technologies across a ‘flourishing pre-school sector’ in 2016. Among the products leading the charge for the firm in the new year is 2015 favourites My Pal Scout and My Pal Violet. Alongside the two characters, LeapFrog will champion its new launches, including the LeapPad Platinum and Imagicard range, a toys-tolife inspired collection that brings leading brands such as Paw Patrol and Teenage Mutant Ninja Turtles to life on a LeapPad. “The pre-school sector is flourishing and children’s favourites My Pal Scout and Violet have had great support in 2015,” Sally Plumridge, VP marketing EMEAAA, LeapFrog, told ToyNews.
“This year has been another pioneering year for LeapFrog with a raft of new product launches, but My Pal Scout and Violet have been well-loved characters by both children and parents alike for six years. “We look forward to continuing the success of our puppy pals in 2016.”
Next year will see LeapFrog continue to steer its brands into ‘new and exciting territories’. Plumridge continued: “It will be a powerful combination of expertise, new technology and LeapFrog innovation that transforms children’s lives.” LeapFrog: 01895 202 840 www.toynews-online.biz
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NEWS
Eureka! offers something new, says Pink Key Firm is looking for partners to develop toys and games under The National Children’s Museum brand By Billy Langsworthy PINK KEY Consulting believes toy and game partners that join the Eureka! The National Children’s Museum programme have the potential to offer the industry something new. The firm is on board to develop the Eureka! licensing programme and is looking for partners that can create products offering children the chance to “create, build and engage.” “Eureka! provides a genuine difference versus what else is in the market,” Richard Pink, MD at Pink Key Consulting, explained to ToyNews. “Wholly approved by mums, linked heavily to the school curriculum but at the same time not weighed down by a ‘learning through
play’ tag, Eureka! is all about fun. “We are hoping to develop products that reflect the ethos of Eureka! ‘Hands on’ products that allow children to use their own imaginations and be creative - anything that allows children to create, build and engage.” The interactive museum, based in Halifax, West Yorkshire, prides itself on being a place where children play to learn and grown-ups learn to play, and Pink Key believes an understanding of this ethos is key in forming a successful partnership. “We hope to work with partners who understand that Eureka! is not about labeling products,” said Pink. “It’s all about engaged minds and busy hands. We want children to engage
and learn, but not even be aware that they are learning while they are
playing. At the end of the day, if it’s not fun, it’s not Eureka!”
Pink Key Consulting: 07859362323 richard@pinkkey.co.uk
Voting now open for Licensing.biz People Awards 2016 The awards, boasting new categories, will take place on March 11th at London’s Millennium Gloucester hotel By Billy Langsworthy TOYNEWS’ sister site Licensing.biz will once again be recognising and rewarding exceptional teams and individuals from across the licensing industry at next year’s People Awards. The event is taking place at South Kensington’s Millennium Gloucester hotel on Friday, March 11th. The Licensing.biz People Awards 2016 will take place from 12pm to 5pm and there will be 14
prestigious accolades up for grabs. Award categories include: Retail Buying Team of the Year (Major/Multiple), Retail Buying Team of the Year (Independent/SMB), Rising Star – Licensee, Rising Star – Licensor, Licensing
Solutions Team of the Year, Licensing Agent of the Year, Unsung Hero, Brand Extension & Beyond, Licensee Team of the Year, Licensor Team of the Year (Enterprise), Licensor Team of the Year (SMB), Licensing Deal of the Year,
Manager of the Year and Outstanding Contribution to Licensing. You can enter by emailing blangsworthy@nbmedia. com. We require information on why you or your team should be considered for these awards. State which category you are entering and provide any relevant commentary (a maximum of 500 words – we will ask for additional information, if required), images and assets plus any stats you feel necessary to support your nomination.
We will also take on board any lobbying or recommendations you want to make for a partner, competitor – or someone you just admire. Voting closes on January 8th, 2016. The Licensing.biz team will compile a list of finalists from those with the most votes, which will then be announced on January 12th. A selected panel of industry experts will then be asked to select for the winners in each category.
Introducing Cartamundi’s new magic range EMAIL: SALES@CARTAMUNDI.CO.UK TEL: +44 (0)12 68 51 15 22
www.toynews-online.biz
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December 09
11/17/15 16:16
CAMPAIGN OF THE MONTH / PLAYTIME
Fungus Amungus
With a launch date set in 2016, Vivid will be bringing its in-house brand, Fungus Amungus, to life. The range of icky and sticky figures will star in a new breakout TV, online and digital campaign CONTACT n Vivid: 01483 449944 n www.vividtoysandgames.co.uk NEW FROM Vivid comes in-house developed brand, Fungus Amungus, a new collectable craze. Launching in 2016, Fungus Amungus brings to life a range of gross, icky and sticky figures across an innovative toy range. Fungus will be one of Vivid’s biggest launches of the year and the firm is planning a marketing campaign, which will help deliver on making Fungus Amungus one of 2016’s top collectable brands. THE INVASION BEGINS As part of their retail rollout plan, Vivid is targeting a Fungus Day, where marketing activity and retailer launches coincide to give the brand a major push. The outbreak starts in midJanuary 2016 and will include standout POS and online presence across major retail accounts, as
well as a heavyweight TV campaign and online and digital presence. BREAKOUT TV The TV campaign will launch in January and air throughout spring 2016. There will be a focus on two TVC creatives that will introduce kids to a world of microscopic mayhem, delivering dynamic ads, filled with humour and excitement. The TV activity includes a twoweek airing of a bespoke ‘Coming Soon’ video leading up to the product launch, and a sponsorship program across two high-profile broadcasters for launch. A DIGITAL VIRUS Fungus will spread across online platforms, ensuring that kids have access to the experience. Fungus Amungus will feature in Vivid’s first ever series of
Playtime
n This is no doubt due to other categories taking advantage of the low cost impacts (viewing
84%
83% 79%
80%
30%
Citv
Sky Kids
40%
Turner
50%
Kids Channels
70%
70% 60%
79%
78%
Disney Group
90%
Source: BARB 2015
90%
Citv Breakfast
n Whilst 79 per cent of advertising that kids saw on kids’ channels was promoting a toy or game (up from 66 per cent in October 2014), over 20 per cent of impacts delivered were from non toys and games advertisers.
October 1st to 31st 2015
100%
ITV Breakfast
n At this time of year we investigate the proportion of adverts that are toys and games vs other advertisers on the kids commercial channel set.
Generation Media takes a look at how the Toys and Games market saw an increase in ads back in October
Toys and Games advertising as a percentage of all advertising by commercial kids sales house
% Distribution of CH Eq. Impacts
n In the run up to, and inclusive of, October half term, the toys and games market saw an increase in advertisers on air (64 advertisers during October 1st to 31st vs 40 in September).
In addition, Vivid is planning an ad campaign across popular kids websites, driving consumer traffic back to its brand website.
webisodes, introducing the story behind the brand, hosted both on the website and through a dedicated YouTube channel.
20% 10% 0%
opportunities), being delivered against adults and mums audiences watching kids channels. For example, one of the largest non toys or games
advertisers across October was Air Wick Aerosols with 300 CH TVRs.
advertising as a percentage of all advertising has seen an increase of 20 per cent.
n If comparing this data to September, toys and games
n The Disney group has increased impacts against
toys and games ads following last month’s 54 per cent, but this means the channel is the lowest in terms of delivering toys and games commercials.
ToyNews PlayTime is provided by Generation Media 0207 307 7900 | www.generationmedia.co.uk 10 December
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NPD RESEARCH
Retail Sales Trends
Properties Best item progression
October sees slowest monthly growth since June 2014 WHILE OCTOBER 2015 saw the UK toy market continue to grow in value, up by two per cent, it was also the slowest monthly performance since June when strong World Cup stickers sales in 2014 slowed growth. Volume was down one per cent for the month despite a high level of promotions across retailers. The dolls supercategory was the main reason for decline with Disney’s Frozen sales down compared to last year, despite continued Shopkins growth. However, most supercategories continued to grow with eight out of eleven showing value growth for October. The strongest growth was from building sets, which added £2.6 million sales to the toy market for the month. This was driven by strong Star Wars performance following on from the Force Friday event in September and ahead of the new film release in December. However, LEGO Friends, Minecraft and Scooby Doo also grew and added value to the sector. The seasonal sales of the toy advent calendars have driven sales with LEGO Star Wars Advent
October 2015
Grow N Go Ride On (VTech) The Grow N Go Ride On from VTech hit the ground running in October, flying from 1,461 in the rankings in September to ninth position in October.
Sales UK toy sales
(value, year-to-date) Calendar, the best-selling item across total toys for October. High priced items started climbing the top sellers list with only three items in the top ten priced under £10 and five priced over £20. The average price paid in October is £2 higher than average price paid from January to August as the larger Christmas present items start to be purchased. “Christmas is the time of year when high priced items become very visible – both in store and on children’s wish lists,” commented Jez Fraser-Hook, practice director
of NPD Group’s toy business in the UK. “However, it’s not necessarily the over £50 items that are driving the price increases at this time of year. The over £50 price point accounts for nine per cent of value share but only one per cent of volume sales. In comparison, the £20 to £30 price point has increased from 12 per cent of total sales from January to June 2015 to 14 per cent in October, while accounting for six per cent of volume. “Focus at this time of year should be across price points and not just on the highest price points.”
YTD 2014
YTD 2015
2%
Source: NPD
Average toy price October ’14: £9.18
October ’15: £9.45
UK RETAIL SALES TRENDS October 2015
October 2015
(£ sales – value)
1Star Wars Advent Calender 2.
LEGO Minifigures
3.
LEGO
1
(Unit sales – volume)
WCS Match Attax 2015 – 2016 Trading Cards
Topps
LEGO
2.
LEGO Minifigures
WCS Match Attax 2015-2016 Trading Cards
Topps
3.
Hot Wheels Basic Car Assortment
4.
Bright Beats Dance and Move BeatBo
Mattel
4.
The Simpsons Minifigures
5.
Disney Frozen Sing Along with Elsa
Jakks Pacific
5.
Shopkins 2 Pack
6.
Nerf N Strike Elite Modulus Blaster
Hasbro
6.
Play Doh Classic Four Pack
Hasbro
7.
Avengers Figures Titan 30cm
Hasbro
7.
My Little Pony Mystery Bag Assortment
Hasbro
8.
Pie Face
Hasbro
8.
LEGO Mixels
9.
Grow N Go Ride On
VTech
9.
Play Doh Single Tub Assortment
10. Disney Frozen Toddler Doll 15”
Jakks Pacific
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Mattel LEGO Flair
LEGO Hasbro
10. Minecraft Minifigures Blind Pack Assortment
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.
www.toynews-online.biz
LEGO
Mattel
01932 355 580 December 11
11/16/15 14:57
APPOINTMENTS
Industry moves The Irish Fairy Door Company features in our team of the month revealing who the office joker is, ToyNews appoints new staff writer, HTI Group names new executive director and Spin Master’s MD steps down TEAM OF THE MONTH Who’s in the team? We have 19 people in our team: Niamh, Aoife, Gavin and Oisin are our directors; Bertrand, Ross, Kevin and Ronan on design/IT; Dave and Niamh in accounts; Siobheal on customer service; Finn and Lauren on creative; Jeanette and Carol on dispatch, and Johnny, Ian, Matthew and Eamon are in the production team. What have been your biggest successes of the last 12 months? Defiinitely being able to give human homes to over a hundred thousand fairies around the world! What are you working on at the moment?
ToyNews n ToyNews welcomes JADE BURKE to the editorial team as staff writer. She previously worked for ToyNews’ sister title PCR for a year, where she also held the position as staff writer. Billy Langsworthy, editor of ToyNews, said: “We’re delighted to welcome Jade to the team. She’ll be a real asset and, alongside an interesting singing voice, she brings a wealth of talent and enthusiasm to the brand. We’re lucky to have her.” Spin Master n Spin Master has announced that its MD KEVIN JONES is stepping down. He will depart from the firm at the end of 2015. Benoit Gadbois, global president and COO at Spin
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We’ve just recently launched in the UK, and we’re working hard on ways to get the magic of our little, handmade wooden fairy doors to spread as far and wide as possible. The UK holds so much opportunity and we plan on making sure we don’t miss a thing! We’ve just opened our first UK fairy trail attraction at Gulliver’s Theme Parks, released our storybook The Fairy Force, and there are some exciting global expansion plans afoot too. What’s the hardest part of working in the toy industry? Getting to know how it all works. We have a vast amount of experience in lots of different areas –
Burke added: “ToyNews is such a diverse brand, I’m really looking forward to getting stuck in and learning more about the toy market. Working with Billy and Rob on editorial, I’m sure it’ll be a new and exciting adventure.” Burke can be contacted at jburke@nbmedia.com or 01992 535646. Master, said: “We would like to thank Kevin for his contributions to Spin Master over the past years. “Kevin has built both the business and the team across Europe who are well placed to take Spin Master to the next level as we continue to nurture both brands and talent.”
THE IRISH FAIRY DOOR COMPANY including sales, finance and customer care – but the toy sector is brand new to us all. Although there’s a lot to know, we are really enjoying doing it. What’s the best part of working in the toy industry for you? The magic! Being in the position to be able to bring such genuine magic into little people’s lives with our fairy doors. Who’s the office joker? Gavin. Once the serious work is done for the day, Gavin loves to make us all laugh! Who makes the best cuppa in the office? Niamh Keogh hands down.
HTI Group n After Chris Spalding left his position as CEO of HTI; the toy company has gone on to appoint a new executive director. COLIN HOULIHAN takes on the role with around 20 years experience and expertise in business strategy, customer value and brand development. At HTI, Houlihan will partner with the company’s chairman John Hutt to help provide strategic leadership and direction to HTI’s global operation. Hutt, said: “I am delighted to welcome Colin to the HTI board of directors. He brings many years of expert business knowledge and experience, which will be invaluable in assisting HTI in its dynamic growth strategy to take the business to the next level.”
TOMY n TOMY International has revealed that its executive VP Europe NICOLAI LINDHARDT is leaving the firm. Lindhardt has worked at the company since 2013, and also held previous roles at toy vendor Mattel and Britax Child Safety. TOMY’s chief operating officer MASAYUKI NAGATAKE, will now take on the responsibility of Lindhardt’s role at the firm. Nagatake said: “On behalf of TOMY International, I would like to thank Nicolai for his many valuable contributions and service over the past two years. “Nicolai has worked hard to lead our European team through challenging transitions in our industry and we wish him well in the future.”
Saban Brands n MARCY GEORGE has been named VP of global consumer brands at the firm. In her new role George will develop and execute a worldwide licensing strategy across the company’s entertainment brands and will work alongside Dan Castle. George will lead the licensing sales, product development and consumer product creative teams. Before joining Saban Brands, George founded and was CEO of David and Goliath Licensing. Plus, she also worked as VP of licensing and global sales and brand management for MGA Entertainment, and held positions in various companies including Lucky Brand, Dungarees and Liz Claiborne, Inc.
www.toynews-online.biz
11/16/15 14:30
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Marvel at the latest innovations from best-loved brands and cool new suppliers in Children’s Gifts, Toys & Gadgets at Spring Fair. Games • Puzzles • Toys • Character Products & Licencing • Gadgets Activities & Craft • Puppets • Traditional Wooden & Educational Toys
www.springfair.com Espresso Cup, Bialetti, Hot Plate Products · Tree, CB Imports · Pineapple, Two’s Company by Mulhouse · Stool, Baa Stool · Foo Dogs, India Jane · Cockatoo Cushion, Bombay Duck · Patterned Cushion, CB Imports.
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OPINION
Crowd control Steve Reece looks at how crowdfunding platforms like Kickstarter are driving a new level of innovation that is still deemed too risky for some industry heavyweights to get behind INNOVATION is key to the toy industry – at least that’s what you’d think if you listened to stock market updates from the major corporate toy companies and from toy fair pitch presentations around the world. Yet there are a number of factors acting as barriers to true innovation in the toy industry. Not least of which is the high level of financial risk inherent in launching new products. And when the same old stuff sells year after year, with the same old themes coming back time again, where’s the incentive to try something truly new? When we overlay the importance of mass market
retail to toy companies, we encounter another risk factor - the danger of launching a complete dog of a product that promises much, but delivers nothing. As the many colleagues who bought into the occasional disastrous product I persuaded them to launch would testify, failed products can damage retail relationships and leave costly baggage. So for established toy companies to try new product formulae really is a ballsy move. Yet, we as an industry do need ground breaking products in order to keep the industry fresh, to keep consumers excited about our output and drive sales.
That’s why I believe we have yet to feel the full impact of the most disruptive of elements: that of crowdfunding. For sure it has been a hot topic of conversation since Kickstarter first launched in 2009, but as with all things, the impact on the industry is still yet to be felt in full.
The most inspiring thing with crowdfunding is the ability of the eccentric, with their uncommercial products (at least to the seasoned professional), to put their money where their mouth is and launch their own crazy ideas. Of course, many more will fail as will succeed,
but that’s exactly why we grizzled, old industry folk would never launch those type of products – the odds are too long for us. Overall, we can benefit heavily from the few that go big as they open doors to products and to distribution opportunities that we wouldn’t otherwise have had. Moreover, a handful of excessively powerful retail buyers hold slightly less sway on what products get to the consumer because crowdfunding allows innovators to cut out retail as the launch pad (or graveyard) for new products, while delivering more products with proven consumer demand to retail.
Steve Reece runs a leading consultancy delivering consumer research and manufacturing sourcing services to toy and games companies. Contact him via www.KidsBrandInsight.com
What’s the solution for your business in 2016? Velta’s Andy Dunn looks at what companies dependent on imports or exports should be nailing down ahead of those time-critical periods before the turn of the year AS WE REACH the seasonal peak for the toy industry, attention is now turning to the forthcoming year, and those important plans for maintaining and growing your company market share over the next 12 months. If your company is dependent on imports or exports, what are the key factors that you need to be prepared for in 2016? 2015 has brought an unpredictability to the global marketplace. The slow-down in global trade, specifically in regards to exports from China, and increasing capacity in shipping has impacted upon the transportation of goods, highlighting the
necessity for companies to pre-plan their shipments. Shipping capacity has more than doubled in the past 10 years; largely thanks to the introduction of mega vessels capable of carrying over 19,000 TEU. The global slow down and larger ships has led to over-capacity on key trade lanes such as Asia to Europe, which has led to a decrease in freight rates. To offset this, shipping companies are decreasing availability, withdrawing services predominantly on the Asian – North Europe trade lanes. Advanced vessel planning is crucial to ensure you can arrange your shipments for when you
require, especially in view of early February when Chinese New Year means factories can be closed for several weeks. The benefits of utilising the services of a freight forwarder or 3PL such as Velta can help to overcome many of the issues being brought about by the current situation. Due to the regularity of shipments, freight forwarders often have pre-agreed space allocation aboard vessels, meaning more chance of your shipment being made according to schedule. With regards to your requirements around skeleton shipping periods, such as Chinese New Year,
an experienced freight forwarder will be able to assist you in planning ahead, to avoid disruption to your supply chain during such times. If you are able to manufacture and ship stock across to the UK in advance of requirements, storing these in a customs bonded warehouse enables you to defer the payment of tax and VAT until the products are sold, ensuring the effect of cancelled shipping schedules and holiday periods has minimal effect on your product. The importance of planning cannot be overstated. But that’s not to say every company gets it right every time.
Consumer demand from Black Friday last year in the UK was vastly underestimated; leading to stock shortages. Retailers are better prepared this year. But if you find yourself in a situation where you don’t forecast demand, how can you ensure stock is here on time? Freight forwarders can offer alternative methods of transportation for time-critical goods in order to meet demand. To ensure you have a planned and managed supply chain for 2016, Velta International will offer you a free consultation of your current supply chain processes. Why not get in touch today?
Andy Dunn is head of international freight management at Velta. He can be contacted at (0)1376 505160
14 December
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www.toynews-online.biz
11/17/15 16:18
OPINION
Is toys the most creative sector around? Heayes Design’s Richard Heayes looks at how the toy industry compares to sectors like fashion, music and film when it comes to the issue of encouraging creativity IS THE TOY industry the most creative industry there is? There was a time when my answer would have categorically been ‘Yes’, but now I‘m not sure. The reason I stopped designing kitchen goods, cameras and lights was this: the world of toys offered so much more creative potential. Okay, as an industrial designer you have the opportunity to learn about semantics, manufacturing processes etc., which is all well and good. But, with toys and games, you are thrown into a world where you need it all, plus that crucial x-factor: fun. As an industry, we’re certainly not short of
creative ideas. I’ve had the pleasure of working with some fantastic designers, and creators over the years, developing some of the world’s most recognisable toy and game brands. Therefore, I know that this industry is a magnet for creative minds. The UK still boasts some of the best design education in the world, and our design output as a nation is one of our strategic strengths. (Albeit one that we don’t make the most of.) So, if the toy industry isn’t the most creative, then which one is? The fashion business has become much more influential, and the toy
business certainly does well from licensing its brands to fashion. Likewise, the growing power of quality console games makes this industry a very strong contender. How about the world of tech? Toys have always embraced technology and found ways to take its cast offs and breathe new life into them. The rise of the gadget has enabled sophisticated, playful experiences at many times the cost of kids’ toys. The film industry would like to see itself as a leader in creativity. Our industries are very much aligned and, in the case of Star Wars, a truly symbiotic relationship has evolved over the years.
We also mustn’t forget music, which can stay with us for our whole lives, just like toys and games. I know I speak for many inventors and designers who, like me, think the toy business today is far too conservative and reliant on licences and regurgitated play patterns. But, having been a game keeper (and now a poacher, as it were), I can see both sides. There is creativity, there is innovation, but the risk is higher than it used to be. If retail isn’t prepared to try new ideas, then the trickle down effect is more ‘me too’ product. Consumers are fickle, and when those big,
crazy ideas do arrive, the tendency is to err on the side of caution. I believe this applies to all of the above creative contenders. Creativity has been cited as the ‘most important business skill needed to succeed’ by some of the world’s top CEOs. It’s easy to see that the industry that’s recognised as the world’s leading creative network will be the one that can find ways of minimising risk, while having the confidence to try something new. We deserve to be able to say that we work in the most creative industry in the world. It’s up to everyone to get creative and make this a reality.
Richard Heayes is an award-winning inventor, designer at Heayes Design and supporter of all things playful. richard@heayesdesign.com
Have yourself an inclusive Christmas ToyLikeMe’s Rebecca Atkinson reflects on why all children need to see disability represented in the toy box and reveals her five top inclusive Christmas stocking stuffers for 2015
CHILDREN LEARN what we teach them and if we leave disability out of the toy box we send out a message of exclusion.
That kind of exclusion then sadly gets played out in playgrounds with children bullied or being excluded for their differences.
50 per cent of children with special needs get bullied at school. But the toy industry can help. We can create a more inclusive play landscape for all children and help change attitudes in the process. Toys have the cultural sway to really make a difference to the lives of 150 million children with disabilities worldwide. So, when Playmobil includes representations of disability, it is creating more than just a toy. It is sending out a powerful message too. For a child with a disability, it’s affirming to see themselves reflected in the aisles of their favourite toys store.
For children without disabilities, seeing a wheelchair or cochlear implant-wearing toy normalises human difference and helps them to create open minded attitudes when they meet someone with a disability. #ToyLikeMe is less than a year old but we have already raised this debate in the toy industry and are delighted to have received such support. We have followers in over 45 countries and are contacted by parents, teachers and carers looking for representative toys every day. For 2016, we hope to see more brands joining the #ToyLikeMe revolution.
Here are our top festive picks featuring positive disability representation: Makies Dolls: You can now get #ToyLikeMe endorsed accessories like hearing aids, cochlear implants, diabetic lines, white canes and glasses. Giant Road Jigsaw: Orchard Toys delivers toy box diversity at its best. The puzzle features three characters with disabilities. Monster High Finnegan Wake doll: There’s not a stereotype in sight here. A favourite for 2015. Weesie Pals: Cuddly critters with a range of inclusive accessories. Lottie Dolls: Super-cute dolls based on a girl’s average dimensions.
Rebecca Atkinson is a journalist and co-founder of the global ToyLikeMe campaign. She can be found at Rebeccaatkinson.co.uk and Facebook.com/toylikeme
www.toynews-online.biz December 15
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11/17/15 16:18
REVIEW OF THE YEAR
2015: News of the year As the year comes to a close, Billy Langsworthy has sieved through the last 12 months to pick out the top stories, hit products and market stats that have made the past year another one to remember JANUARY THE YEAR began with 91 per cent of indie retailers telling ToyNews that they were confident about the year ahead. Many cited in-store events and positivity around the High Street as reasons to be cheerful. Elsewhere, Ravensburger acquired Swedish toy company Brio. The group picked up the firm from
Proventus – the main owner of Brio for over ten years. ToyNews unveiled the results of the greatest toys of all time. LEGO came out on top, followed by Monopoly and Action Man. The market opens strong, with sales up nine per cent. Number one product: LEGO Minifigures
FEBRUARY
MARCH
LEGO DETAILED its global expansion plans, with The LEGO Group’s CEO Jorgen Von Knudstorp telling ToyNews: “I need to build an organisation that’s more diverse, more international and more global.” Acamar claimed that 2015 would see “phenomenal toy sales” for its Bing property. Toy companies Mattel and Mega Brands detail plans to launch a raft of construction toy lines
PAW PATROL becomes Spin Master’s best performing brand after only a few months on shelves in various retail stores. Global toy firms Mattel and Hasbro report a jump in shares following Disney’s announcement of an upcoming Frozen 2 feature, after the success of the original film which launched in 2013. Retailer Toys R Us reveals it will not be
APRIL
MESSY PARTY board game Pie Face goes for up to £155 on eBay after video footage of the game goes viral. Mattel enters a ‘new era’ of toy making by teaming with Quirky, a platform that turns people’s ideas into products, to produce new toys from the public. NPD reports that sales are up six per cent. Number one product: LEGO Minifigures 16 December
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based on Teenage Mutant Ninja Turtles, Power Rangers and Terminator Genisys. NPD reports that value was up seven per cent, while the average toy price remained flat at £7.28. Number one product: LEGO Minifigures
renewing the lease for its 110,000 square foot flagship store on Times Square, New York. Plus, sales are up by nine per
cent, as is the average toy price this month. Number one product: LEGO Minifigures
MAY ToyNews publishes its second Women of the Year list, brimming with inspirational and influential figures spanning MDs, inventors, sales execs, PR and licensing specialists. Nickelodeon and Viacom Consumer Products opens its first
flagship Nickelodeon Store in London’s Leicester Square. May marks the first month of the year to be flat in value, while volume was also down 28 per cent. Number one product: LEGO The Simpsons
JUNE DISNEY CLAIMS Frozen is “showing no sign of slowing down at retail”. “Phenomenal” demand brings forward the launch of Golden Bear’s Twirlywoos and Hey Duggee plush lines. Toy Trust Big Challenge event
smashed records and raised £205,000 for various children’s charities supported by the Toy Trust. June sees more flat sales in value. Number one product: LEGO The Simpsons www.toynews-online.biz
11/18/15 09:21
REVIEW OF THE YEAR AUGUST
JULY THE ICONIC fashion doll brand Bratz, returns to the toy industry via MGA Entertainment, one decade since its original launch. Robyn Cowling is named as this year’s ToyNews Woman of the Year. Underground Toys’ licensing director picked up the accolade at a special event held at Home House where Cowling’s win was revealed via a video featuring her colleagues talking about why she deserved the title. Generation Media’s Lauren Coombs scooped the Rising
Star award, Lottie creator and Arklu co-founder Lucie Follett won the Innovator award, while MGA and Zapf marketing manager Marian Davis picked up the Marketeer award. The market returns to value growth this month, with sales increasing by nine per cent. Number one product: All Surface Swingball
INDUSTRY ANALYSTS, the NPD Group, reveals that Frozen products have averaged £1 million sales per week for the first half of 2015.
LEGO reveals its newest series of LEGO Minifigures, featuring a cast of ghoulish characters and monsters. Sambro reveals that 2015 is on track to be the
SEPTEMBER
OCTOBER
BARBIE TEAMS with hit girl band Little Mix on a ‘Raise Your Voice’ campaign. Sales of Our Generation dolls have been so strong since launch that the range could be its own business in the future, John Crane Ltd.’s MD Jonathan Thorpe tells ToyNews. Force Friday sees the unveiling of the product line for the film Star Wars: The Force Awakens. Retailer The Toy Store opens its doors to UK shoppers on London’s Oxford Street. The second ever Inventors Workshop takes place at new venue Whittlebury Hall. Speakers at the event include Jenga creator Leslie Scott, Crazy Cart’s Ali Kermani and LEGO designer Samuel Johnson. The event also hosted a
HASBRO SIGNS deals to relaunch Stretch Armstrong and Action Man toys in 2016. LEGO unveils its new brand, LEGO Nexo Knights, that will span toys, TV and apps. Entertainment One boosts its line of Peppa Pig toys with a raft of new UK deals with both fresh and existing partners. Deals will see Winning Moves launch Peppa Pig Junior Monopoly and Guess Who board
Hackfest where students from the University of Sussex, Brunel and London Metropolitan University were invited to pitch their toy design ideas to different industry experts.
The UK market is up by nine per cent in value and has risen by four per cent in volume. Number one product: Sphero’s Star Wars BB-8
company’s biggest year yet, plus the market is up by three per cent. Number one product: Shopkins Two Pack
games, while Character Options is introducing a line of arts and crafts products to its extensive portfolio of Peppa licensed toys including dough, doodlers, easels and felts. Trends UK comes on board for electronic toys. UK market continues to grow in value, and is up two per cent. Number one product: LEGO Star Wars Advent Calender
NOVEMBER SPIN MASTER has seen sales surge 31.7 per cent, taking its Q3 revenue to $386.8 million for 2015. The firm has credited leading brands including Paw Patrol and Star Wars as well as the success of lines such as Meccanoid, Chubby Puppies and Little Charmers for the growth on last year’s Q3 results. Toy telescopes sell out at John Lewis as the retailer www.toynews-online.biz
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unveils its brand new Christmas advert, which features a telescope for the festive season. Sony Pictures reveals toy plans for Ghostbusters, Jumanji and Get Smurfy. This year’s DreamToys list is announced, featuring the likes of Pie Face, Star Wars, Paw Patrol, Little Live Pets, IDO3D, Shopkins, Disney and Thunderbirds. December 17
11/18/15 09:21
SUPPLIER PROFILE
The men who stare at Götze In only three years, Creative Toys Company has sold in excess of 11 million SoccerStarz collectable figures. Robert Hutchins talks to head of marketing Andrew Welch about the team’s ongoing winning streak How has 2015 been for Creative Toys? Our brand SoccerStarz is now in its third year, and we are seeing sales continue to grow year-on-year. Creative Toys Company is a small team, where we not only develop the range and sell it at retail in the UK, but we also sell SoccerStarz across the globe, including China, Turkey, Dubai and the Middle East. This season, we have over 300 SoccerStarz to collect. New for our 2016 edition single figure blister packs, we have a mini SoccerStarz Top Trumps card to add collectability. We started working on this development with the Winning Moves UK team earlier this year, and so far it has proved to be a popular initiative among our customers. Can you tell us about the success of SoccerStarz? When SoccerStarz first launched, we managed to get some key retailers on board, but our range consisted of limited teams and players. We have grown our retailer listings and now the SoccerStarz range covers Premier League, European League and international sides. We are also close to creating our 1,000th figure, and in that time we have managed to sell in excess of 11 million SoccerStarz. We believe the target age range of SoccerStarz is very broad and appeals to both boys and girls. Football fans want to collect their favourite players and teams while some just simply want to collect the range because it is a cool collectable. What partnerships have you secured this year? One of the big success stories for SoccerStarz this year was a deal we struck with Carrefour Belgium. Carrefour approached 18 December
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us and out of that we produced an assortment of 24 players from the Belgian national team for their customers to collect. In total, we sold 3.4 million SoccerStarz across all of Carrefour’s stores. The retailer also wanted us to create a SoccerStarz Belgian team app as part of the campaign and to link in with the SoccerStarz figures we produced. Each SoccerStarz player came with a code to unlock that SoccerStarz figure in a mini game SoccerStarz app. We had never developed an app before, but turned this around. From this success, we have had a lot of queries from other markets on the SoccerStarz range. What’s it like working with different clubs, and what challenges do you face with SoccerStarz? We have good, strong relationships with all of the clubs we produce SoccerStarz for. Each figure goes through an approval
process. Many of the players are happy to see themselves as SoccerStarz. Most recently, Neymar posted a picture of his son on his Instagram page with his Barcelona and Brazil SoccerStarz we produced. Meanwhile, David Luiz, Juan
What is the current health of the collectables market and how do you ensure SoccerStarz stand out? Going back a few years, the collectables market was particularly competitive due to lower consumer spend. It is still competitive
Major players like Neymar are happy to see themselves as SoccerStarz. Andrew Welch, Creative Toys Mata and Kevin Mirellas each posted a picture of their SoccerStarz on their Twitter page. In terms of challenges, player transfers are tense, especially with last minute deals and the speed that a player can move. What does help us though is that we have a large library of SoccerStarz in the range, and we have processes with our factory to manage a player transfer efficiently, to get them out to market quickly.
now, but SoccerStarz is an established range. Football is the world’s number one sport and is consistently shown on TV. Couple this with the fact that we produce the latest top players and big signings ensures that SoccerStarz continues to be popular. It surprises us how much football knowledge children have and their appetite for the game never stops. That said, marketing still takes work and last year we ran a four month
campaign on CITV, which really drove strong brand awareness and increased sales. We have repeated this for 2015. Also last year, we produced the SoccerStarz van, which we have used to drive awareness of the SoccerStarz brand and give out promotional figures. What has 2016 got in store for SoccerStarz? SoccerStarz is set to have a strong 2016 with the Euros. SoccerStarz performed particularly well with our retailers during the last World Cup. Next year’s tournament is expected to be the most anticipated Euros tournament ever. We are working with The FA and Panini on the England SoccerStarz range, which we will be rolling out before the tournament. We are now looking to develop more ranges within the next year. Stay tuned to the trade press as we will make announcements as soon as we are in a position to do so. www.toynews-online.biz
11/16/15 14:56
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TOY FAIR 2016
London calling With Toy Fair on the horizon, Billy Langsworthy talks to just some of the firms exhibiting at next month’s show about what 2016 has in store, why their stand deserves a visit in January and how 2015 has been for them BIG POTATO DEAN TEMPEST, JOINT FOUNDER STAND H22
COILEDSPRING GAMES, ROGER MARTIN, MANAGING DIRECTOR
STAND B156 How has 2015 been? Another year of hard work, fun and success that we’re looking forward to building on. We’ve added great products to our range and seen some phenomenal growth. What was your best moment of 2015? There were lots of high points. One of the best would have to be UK Games Expo. It was a great opportunity to play our games with lots of different people in a super gaming environment. What would you put money on as being the major trend of 2016? It’s likely we’ll see a lot of augmented reality products, using mobile technology to bring toys and games ‘to life.’ We’ve seen this with the National
How has 2015 been? Fairly mental. We’ve grown from three people to seven, have expanded into a second office, launched six new products, not counting apps, and started to make a serious move into America. What was your best moment of 2015? Having our own stand at Essen. It really felt like we’d arrived in the game world being an exhibitor, not just a visitor. It was great to see our games mixing it with some of the legendary games out there. We’ll definitely be back next year.
Geographic range from 4D Cityscape, the world’s first multi-layer jigsaw puzzle that teaches history with its interactive puzzle app. Why should we come and see you at Toy Fair 2016? There are not many stands that will showcase Hogwarts, Manhattan and have managed to fit the entire solar system into one tiny globe. It’s a must see.
What product has defined 2015 for you? I’d say Obama Llama. It came out of the blue, or out of Radio 1 DJ Matt
Edmondson’s head to be more precise. Together we turned his great idea into a really good game. What are you looking forward to most in 2016? The thing we always look forward to most is inventing and launching new games. We’ve got a couple of crackers up our sleeves which we can’t wait to unleash upon a poor unsuspecting world.
so we’re going to guess: outdoor games that get kids running about and away from sitting in front of the telly. Why should we see you at Toy Fair 2016? We have masses of Haribo Tangfastics Sours. Say no more.
What would you put money on as being the major trend of 2016? God knows. And we tried asking him but he wouldn’t tell us,
PAUL LAMOND GAMES, RICHARD WELLS, SALES DIRECTOR STAND E50 How has 2015 been? 2015 has absolutely lived up to expectations for us. Our on-trend entertainment based board games, Mrs Brown’s Boys The Ultimate Party Game and Gogglebox, have continued to perform strongly and our brand new Danger Mouse range, launched in September, has been extremely well received and is a very exciting prospect heading into 2016. What was your best moment of 2015? On a personal level, the best moment of 2015 without a doubt was 20 December
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Norwich FC winning the play off final against Middleborough at Wembley this summer. What are you looking forward to most in 2016? 2016 is going to be a big year for football, with the European Championships in France next summer and England pulling off the elusive win (ever hopeful). This will also mean a big year for Subbuteo and we have a number of new product launches planned for this iconic brand. We are also looking forward to continued
success with our Danger Mouse range following the successful new TV series that aired in September after more than two decades away. What would you put money on as being the major trend of 2016? Hot trends isn’t where our focus is at. Many of our successful games are evergreens, products such as Perudo and Subbuteo. Anyway, the day that I can pick a successful trend, the toy world can close its doors. The good news is that I’m not a gambling man.
Why should we see you at Toy Fair 2016? We will have over 50 new and exciting games and puzzle lines on display at the stand,
including products from several new licences. Not to mention a free cuppa, possibly even a beer and a game of Subbuteo if you fancy. www.toynews-online.biz
11/18/15 09:21
TOY FAIR 2016 UNDERGROUND TOYS ANDREW SMITH, EUROPEAN SALES DIRECTOR. STAND E130
What are you looking forward to most in 2016? It has to be working with Underground’s exciting product range and alongside our fantastic team.
We are making significant investment in improving systems and services that will take the business forward to the next level. What would you put money on as being the major trend of 2016?
Why should we drop by and see you next month at Toy Fair 2016? As one of the UK’s leading suppliers of licensed toys and entertainment products the Underground range offers something for everyone. With retail price points from £5 to £300, our extensive 2016 portfolio features numerous innovative items based on the most popular character licences. Please visit the Underground booth where a friendly welcome awaits for all of our trading friends old and new.
THAMES AND KOSMOS JO DRAGE, SALES DIRECTOR STAND G60
www.toynews-online.biz
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STAND H1
How has 2015 been? It’s been another great year for us. We’ve continued to build on the success of the Shuffle range and launched products that are part of the two biggest movie franchises of the year in James Bond and Star Wars. What was your best moment of 2015? The Hasbro acquisition was probably the most important corporate event but among our product lines, the continuing extension of our Shuffle range that combines card games with downloadable digital extras was another big one. Why should we see you at Toy Fair 2016?
How has 2015 been? Busy! 2015 has been our most successful year yet. Our sales are up by nearly 60 per cent and the KOSMOS acquisition has brought all of the positive aspects that I had hoped for, with no negative concerns being realised. We still have things to work on, but we’ve made some great progress this year, and I’m super-proud of all that we have achieved with such a small team. What was your best moment of 2015? That’s a tough one. We’ve opened up some great new accounts, but we also released our first TV advert, which I loved being involved in. We attended the Board Games Expo to promote our new games, which was unlike any other show I’ve ever been to, but was
TRUDI BISHOP, HEAD OF MARKETING AND LICENSING
The rapid growth in ‘pop culture’ shows no signs of slowing down. Underground Toys as ‘pioneers’ will strive to further develop this ever expanding category.
How has 2015 been? This year has been hugely exciting, with strong demand across all Underground Toys’ product categories. 2015 has proved a record sales year. What was your best moment of 2015? The long awaited launch of our new Star Wars: The Force Awakens range in September was greeted with terrific enthusiasm. Pre-movie launch sales have far exceeded expectations with BB-8 and friends sure to appear on Christmas wish lists across the country.
CARTAMUNDI
Well, there’s the launch of those Shuffle lines: Subbuteo (perfect for Father’s Day!), Twister, and Guess Who? Minions. Another good reason to drop by is that we don’t plan to give much away just yet about Finding Dory, Zootropolis and much more, so you might want to ask us about them at the show or even make an appointment, as I suspect you won’t be the only ones keen to find out more. If you’re interested in promotional services or games manufacturing, things we’ll shout about a lot more since our acquisition of two facilities from Hasbro, do drop by.
GIBSONS, KATE ARMITAGE, MARKETING DIRECTOR
STAND E40
great fun. We also started producing ‘own-brand’ kits this year, which has been a new challenge and a really interesting experience. What would you put money on as being the major trend of 2016? Currently, we don’t get involved with licensed goods so it’s not an area that I follow closely. But, I think there’s a Smurf,
a Star Wars and a LEGO movie being released next year, so I’d hazard a guess in that direction. Why should we come and see you at Toy Fair 2016? Brad Gross is joining us again, and he always makes Toy Fair interesting. I’m so pleased he’s such a fan of our products. We also have some exciting new kits to show off.
What are you looking forward to most in 2016? We have started to relaunch and rebrand classic games from the 1970s and 80s. 2016 will see the launch of three new games, two of which were part of the Gibsons range for many years and the third is a completely new concept. Why should we see you at Toy Fair 2016? You should drop by the Gibsons stand because we are the oldest British puzzle and games
company in the UK who has always supported the London Toy Fair from the very beginning. We not only have a wide range of exciting new products to share with you, but we also have a few goodies for you to enjoy too. December 21
11/18/15 09:21
IGEN INSIGHT
Keeping tabs One of the few gifts that will no doubt make both adults’ and kids’ Christmas lists this year are tablets. With pricing and specs to suit every stocking, will we see more traditional toys make the comeback that has been predicted by experts? With this in mind, iGen’s associate director Maxine Fox looks at why these devices are now such a big part of kids’ worlds WE KNOW that kids of all ages now have access to multiple devices such as tablets and smartphones, and in many cases have their own. However, motivations behind device usage and the type of content being consumed evolves as kids get older. The increasing use of devices amongst kids has been widely documented, with the likes of Ofcom and Childwise producing reports focusing on this very issue. However, knowledge is fragmented in exactly how, why and when they are being used? We take a brief look at some of the key trends that we have identified through our own research within this field. At pre-school age, mum is the primary gate keeper to tablet usage; dictating when it will be used, the content viewed and for how long. Mum’s primary motivations are at this stage to occupy her child when the main TV set is unavailable and to hold her child’s attention when she needs to accomplish other tasks within the home. Content accessed is primarily character led and originates on the TV. As a result, the popularity of channel apps alongside YouTube is no surprise. Mum’s mobile phone also plays a role, particularly when outside of the home. Acting as a device of convenience and speed when mum is out and about with her pre-schooler, it gives her the ability to access short clips instantly that will occupy her child. As kids get older, between eight and 11 years, tablets are the device of choice, with ownership of tablets becoming more common. 22 December
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As kids get older and their content repertoire increases, so too does mums’ awareness of the potential pitfalls. Maxine Fox, iGen Insight Kids begin asking for tablets of their own and it frequently appears in Christmas and birthday wish lists. Ownership starts to make sense at this age as tablet use becomes increasingly solus. Kids are able to navigate their way around, finding their favourite content independently of mum.
At iGen, we frequently speak with mums as well as kids, and it’s at this age that concerns over the type of content their kids are able to access becomes a consideration, with many identifying YouTube as one of most concern – something Google are looking to remedy with their YouTube Kids app.
Kids of this age are not only using devices as a second TV screen, watching their favourite TV content wherever and whenever they want, but they are also seeking out content in the form of funny clips, music videos, gaming tutorials and much more. Having the ability to tailor content to their own world is paramount and consequently, the value of YouTube within their repertoire grows substantially as they are able to access unique, popular content that speaks directly to them. Looking then at 12 to 14 year olds, unsurprisingly at this age there is a higher level of ownership
of device(s) and the frequency and duration of use also increases. Motivations also shift away from viewing favourite TV content and towards communication through social media. Apps play a significant role, specifically social networking apps, with the likes of Instagram, Facebook and Twitter gaining traction (even with age limits in place). YouTube has maintained its go to status for ‘everything personal to me’ and is the most popular and most frequently used platform in many cases. This shift in drivers results in the gap between tablet and smartphones narrowing as well as the benefits associated with a bigger screen diminishing in importance. From a young age it is clear there is an increasing role for devices within kids’ worlds, however we have seen through our own research that in many cases this does not come without caution. Parents are often placing ‘screen time’ restrictions on time spent on tablets and smartphones. As kids get older and their knowledge and content repertoire increases, so too does mums’ awareness of the potential pitfalls that can lie ahead. Let’s wait and see this Christmas which way parents lean in the continuing debate held between tech and the more traditional toys and games. For more information or to discuss a potential research brief please contact Maxine Fox at Maxine.fox@igeninsight. com, call on 0207 637 9970 or head to ww.igeninsight.com. www.toynews-online.biz
11/16/15 11:41
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PRODUCT OF THE YEAR
Products that defined 2015 That’s almost all folks, the year is drawing to an end. As such, Billy Langsworthy asked toy firms and retailers to reflect and pick the products that have defined their last 12 months in the industry Coiled Springs Roger Martin, Managing Director
Flying Gadgets Joshua Farleigh, Managing Director
The entire Gamewright range has been hugely successful – particularly Sushi Go, which we’ve re-christened Sushi Gone, as it’s never in the warehouse for long!
Probably our T77 helicopter. It was just incredibly popular. It’s a large scale helicopter which, although very accessibly-priced, is built of the highest quality components.
Hornby Montana Hoeren, Communications and Trade Marketing Executive
Marvin’s Magic Marvin Berglas, Creator of Marvin’s Magic Marvin’s iMagic. 2015 has been a remarkable year with great reception to our proven best sellers as well as our innovative new product line. We are winning awards in two separate industries, firstly the Outstanding Contribution award from the British Magical Society, followed very proudly by the BTHA Outstanding Contribution award, then winning recognised product awards for Marvin’s iMagic and finally to top it off, the Magic Circle’s prestigious award for services to British Magic.
Thames and Kosmos Jo Drage, Sales Director The Board Games (which have been a new addition to our range) have defined our 2015. I love a great board game, and as we are now selling them, it’s been the perfect excuse to put in some ‘research’, which has usually been accompanied by a glass of wine and food.
Eduk8 Worldwide LTd. Christine Lawson, Managing Director, Eduk8 Worldwide Ltd Our Belly Bump Balls have been a huge hit – ever since they were featured on BBC Breakfast News at the 2014 Toy Fair.
Vivid Toy Group Mary Wood, Marketing Director Thunderbirds has been the standout range from the time we first previewed 12 months ago, to the sales we are seeing now. 24 December
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2015 has been the year of James Bond. From the DB5 relaunch in January to the launch of our Scalextric SPECTRE set in October – plus our very first cinema advert with the SPECTRE film. We’re lucky to work with some amazing licenses.
Deejay Wheelie bag Deejay Wheelie Bag, Founder Out of all the games I have created so far the one that has attracted the most interest is GoMozaic, a game I previously had success with on demo in Hamley’s toy shop. I had it remanufactured this year for demonstration on my stand. Now the exact nature of the game’s Toy Fair launch by its new owners is a closely guarded secret.
Kiddimoto Jack Patterson, Marketing Assistant Our Skullz Kurve Wooden Balance Bike has been very popular this year, and vastly grown in popularity since its initial launch. We have a few designs that are stand out performers for us, and you will see increasing product development in these designs next year.
Wendy Hill, Brand Activation Director Mattel UK Bringing important innovation to the infant and pre-school category, the interactive Dance and Move Beat Bo has definitely been one of the defining products for Mattel this year, as toy vendor Fisher-Price continues to lead the way in early childhood development.
Underground Toys Andrew Smith, European Sales Director of Underground Toys. Without narrowing to a single product, 2015 sales of the Pop! Vinyl range have been quite phenomenal. UK stockists everywhere are enjoying unprecedented consumer demand and reporting strong, profitable sales. At Underground we believe Pop! Vinyl may be heading for the biggest collectible range.
Golden Bear, Barry Hughes, Commercial Director: If we had to define 2015, we would liken it to our new flying Twirlywoos as we’re on the up. www.toynews-online.biz
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PRODUCT OF THE YEAR S
LER TAI
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Paul Wohl, Argosy Toys LEGO has really stood out for us this year. Generally it has sold well across the whole range with LEGO. It’s amazing really. Last year they had the movie and it was so big, now it has just grown even more since then. It seems to have everyone by surprise.
Well, I guess it hasn’t taken LEGO by surprise really. I am not writing Frozen off yet, but it hasn’t been the sort of snatch and grab that it was last year, but it has been OK. It has been steady and is still a range that we have to have in stock. We have to be careful because we don’t like too many ranges that the bargain shops have got. We have to have the latest lines in it, not last year’s or even last week’s. Stock shortages tend to help us, so the news of LEGO’s stock shortages can only do us well. We have seen a lot of excitement surrounding Star Wars, both old and new. Stuff that has been dormant for a year, has all of a sudden started to pick up. It is encouraging for the film, I think. Again, these sell well for us if there is stock shortage elsewhere.”
Luan Hall, Fairies n Frogs For us it has been Magformers. I am sat here looking at around 20 boxes of Magformers, all from customer orders. It has really taken our world by storm. I have been saying it since June this year, and for the last six months it has been absolutely brilliant for us. I think it is because the age range of the product spans from toddlers right up to 12 years old. That, and unlike other constructions lines such as LEGO – that often finds it’s the parents that finish building the sets for their kids – Magformers takes that frustration element out of building. Anther one that has really taken our world by storm this year has been the
Kinetic Sand from Marbel. I know there are lots of versions of this now, but for us it has been the normal Kinetic Sand that has been flying off the shelves. I think this Christmas will be defined for us by Magformers to be honest.
Stuart Grant, The Entertainer This year, I would say Paw Patrol has been one of the brands that we are going to remember as being the most chased after brand. Frozen has still been incredibly important to us this year and continues to. LEGO yet again has continued to grow at a ridiculous rate this year, in comparison to the market. This year I think Star Wars is going to be one to remember, but it hasn’t kicked off yet, but I think it’s going to happen it’s just going to be late. We have had an incredible time with Tsum Tsum, which is the Disney brand which is exclusive to us, but obviously that won’t reflect across the market. But it’s been huge for us, I mean massive. Shopkins is definitely one to remember for this year. And of course Pie Face from Hasbro. Pie Face has just been ridiculous I have never seen a game sell to the level of Pie Face.
Steve Kerrison, Kerrison Toys
Obviously, it’s been LEGO, LEGO and LEGO. It’s not gone away at all. It is still absolutely flying. Meanwhile, Sylvanian Families has come on very strong this year, after its little shakedown. The boys’ category has been tough I think. There hasn’t really been one thing that has stood out, other than Minecraft, but that seems to be on the wane a bit. We are still waiting for Star Wars to really kick in once the film’s out. It will be interesting to see who wins the battle between LEGO and Hasbro with the Star Wars license. Certainly a lot of the collectors have been collecting the LEGO stuff recently, rather than the Hasbro line. In the girls’ sector the fashion dolls sector continues to find it tough. Frozen hasn’t been as big as it once was. Barbie’s had a tough year and Bratz hasn’t done as well as we’d expected it to. So, probably the defining moment in the girls’ sector is Shopkins. I think Star Wars will be the big brand for Christmas.
Peter Allinson, Whirligig Chichester We don’t do mainstream, we are all make and do, so for me the stand out products for this year have been a fantastic new range of Leonardo Da Vinci toys that have been made by a US company called Path Finder. They are a real makeand-do model and the detail of them has been so well put together and they have just really caught on to the fascination of children and parents alike. It’s a good little construction kit with lots of science and technology inside them. Meanwhile, my favourite new children’s book on the market is a title called The Great Journey, published by the Tate Museum. It is a wonderful explorer book, which kids use a colour filter magnifying glass to
find what’s hidden behind the pictures. But our biggest selling product this year is Stacking Robots by Schylling. It is a traditional wooden toy where you stack the robots up. I just can’t get enough of them in the shop. They sell every single day. For us, we don’t follow the trend and get a shop full of Star Wars. We look for the unusual stuff and our customers love that.
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VELTA
A logical choice Logistics firms remain somewhat an unsung hero in the toy industry. Here, Billy Langsworthy talks to head of international freight management at Velta, Andrew Dunn on how 2015 has been, the challenges that the company has faced and what firms should bear in mind when it comes to selecting a new logistics partner What services does Velta offer the toy industry? Founded in 1999 by Doug Reynolds, Velta has grown on an ethos of absolute quality. Velta offers industry leading personal service and communication for complete supply chain solutions, from the manufacturer to the end consumer. Services include the transportation of imports and exports for domestic, European and international freight shipments, and 3PL services including warehousing, fulfilment and e-commerce. Our network of agents offers total global coverage, enabling us to provide clients with a smooth and hassle-free option to outsourcing their freight and logistics. How has 2015 been? 2015 has been a successful year across the company. We have expanded our services to complement our already comprehensive portfolio for the transportation, storage and distribution of goods. Continuous growth of our logistics group has meant that we outgrew our current premises, and led to the relocation of warehousing operations to a new 100,000sq foot distribution centre. 2015 also saw the launch of our dedicated European freight operations. The decision to implement a department focused on the delivery of European haulage services followed an increase in demand from clients for a ‘one stop shop’ for their supply chain requirements and truly strengthens our capabilities in meeting our customers’ needs. In addition, we have successfully launched a new Manchester office, 26 December
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which enables the team to handle air freight services more efficiently; providing direct control and consistency on shipments to and from the north of the country, as well as cutting down transit times for clients’ goods that would have entered the country via Heathrow. This year has also prevented its fair share of challenges. None more so than when the industry faced a crisis with a series of issues at Calais. While much of the haulage industry came to a standstill at the channel, Velta were able to divert client’s bookings to alternative traffic lanes. During this time clients were kept well informed to ensure they were aware of the situation, and advised of any amendments to their bookings. With global downturn in trade this year, the freight industry has experienced low freight rates and the cancellation of services by shipping lines on key
2015 saw the launch of our dedicated European freight operations. Andrew Dunn, Velta
trade routes, due to overcapacity. However, despite the issues faced by the industry, in this testing market place we have seen stable growth, and have expanded our client base through networking and referrals based on our ability to deliver. How do you ensure you keep up with the ever changing landscape of the toy industry? A strong understanding of any industry that we work with is central to our service delivery and we are proud to be associated members of the British Toy and Hobby Association. We take the time to understand our customers’ needs and provide bespoke solutions to maximise
supply chain efficiency for each client. As a smaller freight forwarding company, we offer flexibility not offered by some of the larger players in the industry, enabling us to deliver reliable solutions. With increasing customer demand for e-commerce, we understand the need for reliable deliveries. We are consistently reviewing our offerings and looking to develop innovative solutions, and we are currently investing in new technology to further improve and maximise the efficiency of our warehouse management system. What should toy firms looking for a logistics firm bear in mind?
Find a logistics company that can work and grow with you organically, and is not just after a quick return. Ensure that the company chosen is flexible in the way they approach the business relationship. Communication and attention to detail are just as important as the rate. Finding a happy medium between these is imperative for the long term success of the partnership. Transparency and trust between both parties is also essential. For us, it is all about helping people with problems that exist in their supply chain. Resolving their problems and ensuring that they don’t re-appear in the future. Complacency should not be in a forwarder’s vocabulary. These are all the basics of how any business should run, but it is still surprising how many freight and logistics companies miss these fundamentals and get them wrong. www.toynews-online.biz
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10/29/15 11:21
THESE COMPANIES WILL NOT BE SENDING OUT CHRISTMAS CARDS THIS YEAR… …Instead, they have generously supported the Toy Trust by donating their Christmas card budget to the industry’s charity. Since its foundation in 1990 by the BTHA, The Toy Trust has made a real difference to over a million children and their families in the UK and right across the world. With your help over £4 million has been raised over that time. The Toy Trust is an institution in which the toy industry can take real pride. 100% of funds raised for the Toy Trust reach the people who need it - every penny goes to children’s charities, as all administration costs are cleared by the BTHA or supported by no charge volunteer activity. All of the money helps children - through a huge variety of projects, many of which would not be possible without our assistance. Toy Trust funds help disadvantaged children and their families to: n Alleviate suffering n Support children through awful experiences n Encourage achievement through adversity n Purchase vital equipment n Provide care n Bolster existing initiatives In 2016 the Toy Trust will have a number of exciting new events as well as the annual fundraising activities. Details and dates will be publicised in the New Year and updates on the Toy Trust website www.btha.co.uk/toy-trust
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n Initiate brand new projects n Satisfy basic needs The Toy Trust makes a real difference to children’s lives everywhere, all year round.
11/11/15 14:24
These companies wish all their customers, suppliers and friends a merry Christmas and a happy New Year
Home of
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REWARDING THE PEOPLE BEHIND THE COMPANIES Millennium Gloucester, London
SPONSORSHIP ENQUIRIES jholdway@nbmedia.com 01992 535646 TICKET ENQUIRIES gblake@nbmedia.com 01992 535646 VOTING ENQUIRIES blangsworthy@nbmedia.com 01992 535646
Licensing People Awards 2016_v2.indd 1
The Licensing People Awards are the UK’s only licensing awards to recognise the individuals and teams that have nurtured and established brands over the past 12 months.
www.licensingbizpeopleawards.com 11/17/15 14:09
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Opinion
Danger Mouse to boost Jazwares to biggest year to date in UK The firm’s master toy line-up of collectables, play-sets, role-play and plush will mark a major launch in the Jazwares 2016 portfolio, and will reach toy specialists in spring, with a push to mass market in autumn By Robert Hutchins ONE OF fiction’s most heroic rodents, Danger Mouse will be helping toy firm Jazwares to its biggest year to date on UK soil. The company that has shot to success in recent years thanks to hit lines from Minecraft and Terraria has declared that Danger Mouse will not only be a major launch in the firm’s 2016 stable, but a major player in the boys’ category, too. As master toy partner, Jazwares will be launching a range of Danger Mouse toys spanning collectables, vehicles, play-sets, roleplay and plush, and with the rebooted animated series currently ‘blowing boys’ TV ratings away,’ the firm is expecting demand to be huge. “The reaction from retail has been amazing,” Jonny Taylor, UK MD at Jazwares, told ToyNews. “Danger Mouse is going to be a major brand for us in the UK when it launches, and based on the strength of our portfolio going into 2016, we expect it to be our biggest year yet.” Working together with Fremantle Media Kids & Family Entertainment and BBC, Jazwares has developed new lines based on the show’s cast of iconic characters, including Danger Mouse, Penfold, Baron Greenback and a plethora of villains arriving in the new series. “We are thrilled to be working together with www.toynews-online.biz
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Fremantle Media and the BBC on such an iconic brand,” continued Taylor. “Becoming master toy partner on Danger Mouse really highlights Jazwares’ commitment to establishing and growing its UK business.” Danger Mouse will mark a first for Jazwares next year as the toy company focuses its attention firmly on the UK market and driving the growth of its domestic business. “Many of our current brands are global, but Danger Mouse’s initial strength lies in the UK, which is where we are launching the line,” commented Taylor.
“We will roll out globally as the TV series launches across various markets. But launching in the UK makes this a special brand for the UK team.” As the firm approaches the end of its first full year as a UK domestic business, expectations are high that Danger Mouse will help propel the business to its biggest year to date when the toy line launches during 2016. “The TV show is blowing current boys’ TV ratings away across the board and by the time the toys hit the market, we are confident that there will be a huge pent up demand,” explained Taylor.
“On top of that, we are expecting great support across the entire range. What’s made this fun is that many of the retail buyers have grown up with Danger Mouse, so there is incredible excitement. “Our initial launch will be in toy specialists in spring 2016 before we roll into the mass market for autumn/ winter, when we will naturally be adding to the toy line.” Across Jazwares’ portfolio, Minecraft and Terraria remain very strong performers for the firm, while its recent Tube Heroes action figure line inspired by some of YouTube’s biggest stars
is reportedly ‘going from strength to strength.’ Now, with a strong marketing campaign surrounding the new addition spanning TV, PR and trade marketing, Jazwares is looking to ensure that Danger Mouse sits as a core line among its UK plans. “BBC and Fremantle have done an amazing job with the reboot, capturing the magic of the original while bringing it up to date and we have worked hard to ensue that is reflected in the toy line,” Taylor added. “We have a great overall line-up at Jazwares and Danger Mouse is certainly core to our 2016 plans.” December 31
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NEWS
Fox to make The Simpsons a major player in collectables Triggered by the success it has enjoyed with the LEGO blind bags, a new partnership with RMC International will push the brand further into the pocket money space with a new range of collectible toys for 2016 By Robert Hutchins TRIGGERED BY the success enjoyed with the LEGO blind bags, Fox Consumer Products is welcoming a raft of new collectable toy partners to The Simpsons extensive programme. New UK licensee RMS International is developing a range of collectable pocket money toys and games, along with arts and craft sets due to launch at retail summer 2016. Fox has teamed up with Australian toy partner Headstart to launch a new line of The Simpsons figurines and plush toys, distributed across Europe by Simba Dickie, Lansay, Cosmic Group, and Top Toy. The range is available now from all major retailers including Toys R Us, Amazon, Auchan, Ludendo Group, Cora and E. Leclerc. Elsewhere, Jumbo Games, the number one UK adult puzzle manufacturer, is a new pan-European partner for The Simpsons. The firm’s line of The Simpsons puzzles and
games will be available at retailers across the UK launching in 2016. In the plush category for France and Benelux, Gipsy’s new line of The Simpsons plush characters, including talking plush, will launch in time for Christmas 2015 in Toys R Us, Auchan, Monoprix and E. Leclerc. LEGO The Simpsons has already generated £4.6 million in UK retail sales,
while this July saw the LEGO Simpsons Minifigures take the number one spot for NPD sales. The partnership continues with the recent launch of The Simpsons in LEGO Dimensions. “Our aim for The Simpsons in the toy space is to ensure that the brand is a talking point in playgrounds everywhere and the top of every kids’
birthday and Christmas wish lists,” Sandra VauthierCellier, senior VP, EMEA at Fox Consumer Products, told ToyNews. “We are continuing to sign strategic partnerships in the toy category that will not only bring the brand to life in new and innovative ways, but also position The Simpsons as a must have toy brand for consumer and retailers alike.”
Elsewhere, the first range of The Simpsons baby and nursery soft lines will make its debut at retail from 2016, but Fox is unsure whether this will include a move into pre-school toy lines just yet. “We’re not sure whether the baby side will go into toys yet. It’ll start in fashion, but it’s something we’re thinking about,” concluded Vauthier-Cellier.
Toys “integral” to the ongoing success of Angry Birds, says Rovio LEGO, Spin Master and Hasbro are on board to launch products for the brand’s move to the big screen. by Billy Langsworthy ROVIO HAS told ToyNews that maintaining positive relationships with top toy partners is “integral” to the ongoing success of the Angry Birds brand. Spin Master and Rovio’s games partner Hasbro are 32 December
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set to launch products for the brand’s move to the big screen with The Angry Birds Movie. The LEGO Group is also on board to develop a line of construction toys set to launch in spring 2016. The firm believes that these deals are essential in
establishing Angry Birds as an evergreen property. “Our ability to attract best-in-class global toy partners like LEGO, Spin Master and Hasbro is a clear demonstration of industry confidence in the Angry Birds brand.” Alex Lambeek, COO at
Rovio Entertainment, told ToyNews exclusively. “The movie will take the brand to a new level yet it is the long term efforts of our toy partners that will be integral in underpinning the future of Angry Birds as an evergreen entertainment franchise.” www.toynews-online.biz
11/17/15 16:20
NEWS
Jakks Pacific pleased with success of Big Figs Star Wars toys The Big Figs toys have been showcased at events such as Dream Toys and on programmes including This Morning, which Jakks Pacific says has helped the Star Wars range drum up demand with customers By Jade Burke WITH THE upcoming launch of the latest Star Wars film in December, Jakks Pacific is tapping into the hype surrounding the new movie with its range of Star Wars Big Figs. With a launch date this month set to coincide with the release of the movie on December 18th, the toys have already started to build traction in the market. A selection of Big Figs toys were even on show at this year’s Dream Toys show, which the firm says is helping to promote the new range with consumers. Ken Goodisson, UK senior marketing director at Jakks Pacific, told ToyNews: “We are very pleased with the success of the Big Figs – they have stood out very well and the additional push that events like Dream Toys,
and programmes such as This Morning have given recently have helped to create early demand among target consumers.” Five 18-inch Big Figs are available in the range, each based on key characters from the film franchise such as Boba Fett, First Order Stormtrooper, Luke Skywalker, Chewbacca and Han Solo, while a 48-inch Darth Vadar Battle Room Guard and Stormtrooper Battle Room Guard are also up for grabs. “Big Figs will be supported with refreshed waves throughout 2016, this is key to keeping momentum, especially at the 20-inch scale. Watch out for new Star Wars Episode VII characters and Classic introductions,” Goodisson added. So far, the Big Figs range has been met positively with consumers and
members of the press, and Goodisson believes that the price point of the toys will fit in well with the holiday season as a gift for kids. He commented: “The back end of the year is very relevant for higher end price point items, combined with the ever building appetite for the new Star Wars movie. “Consumer feedback has been great and the press reaction to date has also been invaluable in gaining early awareness.” Goodisson has also revealed that there are some ‘exciting changes’ ahead for the collection, but teased that any information about this could not yet be disclosed. He explained: “I can’t reveal the details just yet but there are some very exciting new developments in the pipeline.”
eOne looks for novelty toy partners for David Brent: Life on the Road
DIY SOS moves into toys and games with Rocket Licensing
Film sees a documentary crew catching up with The Office’s Brent, now a travelling salesman chasing his dreams By Billy Langsworthy
ENTERTAINMENT ONE has secured the licensing rights to Ricky Gervais’ upcoming film, David Brent: Life on the Road and is looking for toy partners. Directed, written by and starring Ricky Gervais, the
film sees a documentary crew catching up with The Office’s Brent, now a travelling salesman, as he chases his dream of rock stardom by self-financing a UK tour with his band, Foregone Conclusion. eOne is looking to sign partners across apparel and accessories, home and giftware, stationery and greetings, as well as novelty toys, while utilising the fully integrated marketing support for the film’s release. The firm is also handling international sales on the film and is directly
distributing the film in the UK, Australia/New Zealand, Canada, Spain and Benelux. “With Ricky Gervais at the helm and back in the role that made him a household name, David Brent: Life on the Road looks set to be the hit movie of next summer and we’re absolutely thrilled to be handling the worldwide licensing rights,” said Hannah Mungo, head of UK licensing at eOne. David Brent: Life on the Road is set to land in cinemas in August 2016. Above image credited to Rich Hardcastle.
By Billy Langsworthy ROCKET LICENSING has been appointed to manage the worldwide licensing campaign for the BBC series, DIY SOS. Rocket is targeting partners in categories such as toys and games, apparel and accessories, tools, plants and gardening, retailer-driven promotions, and apps.
“DIY SOS enjoys a level of awareness and longevity that few TV shows can match - and has an incredibly strong potential consumer market,” said DIY SOS’ own Nick Knowles. The BBC, the DIY SOS team and Rocket are ready to launch the brand to licensees and retailers, and aim to bring an initial range of product to market in the final quarter of 2016.
www.toynews-online.biz December 33
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‘Shimmer and Shine could be the next big pre-school brand’ With its new show now on screens, Nickelodeon believes the series airing on Nick Jr. will open up many new opportunities for partners in the toy space, thanks to its appealing array of different play patterns
By Jade Burke NICKELODEON believes Nick Jr.’s new animated series, Shimmer and Shine, has the potential to become the next big brand for preschool kids. Having made its TV debut back in November, the new series follows a little girl called Leah who wins a genie bottle pendant at a carnival, which comes with two wish granting genies known as Shimmer and Shine. www.toynews-online.biz
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Since the premiere of the TV show, the company has reported that the audience response has been promising. “Judging from the audience response at the premiere, Shimmer and Shine could be the next big pre-school brand,” Marianne James, vice president of consumer products for the UK and Ireland and European retail sales and marketing at Nickelodeon and Viacom Consumer Products, told ToyNews.
The mix of magic, music, and humour is sure to make the series a hit with viewers. Marianne James, Nickelodeon The brand new series has been created by Farnaz Esnaashari-Charmatz, the post-production supervisor for Dora the Explorer and Go, Diego, Go!, and airs weekdays at 4.30pm on Nick Jr.
The series also comprises a mix of magic and humour, as Shimmer and Shine have to be kept secret from other characters in the show, but James believes this will create many exciting toy
opportunities for partners. Plus, according to James, thanks to the assortment of magic, the new series will no doubt be popular with pre-school kids. James added: “The mix of magic, music, and humour is sure to make the series a hit with viewers, while the play patterns inherent to the property means there are many opportunities for partners. I am sure that anything related to the series will be top of kids’ wish lists.” December 35
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NEWS
Bildy builds foundations in pre-school After reaching its Kickstarter goal in 24 hours, Bildy’s designer Jane Bromfield believes that the construction toy will be popular with pre-schoolers, thanks to its various ‘building boards’ and connectors By Jade Burke AFTER REACHING its Kickstarter goal within 24 hours of the campaign being live, designer Jayne Bromfield believes that new toy Bildy will be a hit with pre-schoolers. The construction toy, which has been in development for around two years, consists of giant ‘building boards’ and connectors that allows kids to create their own buildings such as shops, castles or houses, from as young as three-years-old. Bromfield told ToyNews: “It’s a common fact that children often prefer to play with the box rather than the toy that came inside it, because in doing so they are using their own imagination instead of being dictated to.
“Bildy allows children to decide what they want to play, and when they’ve finished they can easily create something else or pack it away.” Bromfield also thinks that construction toys can encourage children to use their imagination, as well as helping to improve their self-esteem. “Bildy encourages kids to be creative by not putting restrictions on what can be built,” said Bromfield. “When children actively take part in role play, they naturally become someone or something else. It stimulates their imagination and encourages them to experiment with the social and emotional roles of life.” Now that Bildy has reached its Kickstarter goal, Bromfield plans on
Image is a prototype.
making the prototype available to retailers, and has already begun adding additional items to the range including doll houses, which can be constructed in different ways.
Bromfield added: “The next stage is to start talking to retailers about getting Bildy stocked in toy stores around the country, and possibly further afield too. I’ve already got
customers in Singapore, the US, Australia and the Philippines, as well as customers closer to home through Kickstarter.” Bildy: jayne.bromfield@me.com
Rainbow Designs enjoys ‘fantastic’ sales of Paddington toys The company says that some of its classic properties including Peppa Pig, Peter Rabbit and Paddington Bear have all performed exceptionally well within the pre-school sector throughout the last 12 months By Jade Burke WITH 2015 coming to a close, Rainbow Designs has revealed to ToyNews that the company has witnessed ‘fantastic’ success for its Paddington pre-school collection of toys. After the release of the hit film Paddington in 2014, the company has reported that its range of products including plush toys, puzzles and bean toys have all been popular.
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Anthony Temple, MD at Rainbow Designs, said: “Following on from the hit movie, Paddington, the success of our movie based Paddington preschool collection has been fantastic and most certainly is a highlight of this year.“ Rainbow Designs also revealed that 2015 has proved to be a successful year thanks to its classic properties, including Paddington Bear, Peppa Pig and Peter Rabbit.
“2015 has been an exciting year at Rainbow for both our baby and toy collections. Our classic properties including Paddington Bear, Peter Rabbit, Guess How Much I Love You and The Very Hungry Caterpillar have performed exceptionally well, and it has been fantastic to see how well our new Peppa Pig for Baby has been received too,” added Temple. New products are also set for release in
2016, from some of the company’s top properties. Temple commented: “We have a plethora of new products from some of the most renowned characters in the baby and toy sectors including Paddington, Shaun the Sheep, and Peppa Pig for Baby for you all to come and see [at Toy Fair 2016], and of course we have some fantastic new collections to introduce you to as well.” Rainbow Designs: 1329 227300
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Dedicated monthly retail coverage
Firebox “here to rescue the High Street” With its first pop-up stores in Newcastle and Watford already performing well, quirky gift, toy and game retailer Firebox is confident it will re-energise the UK’s High Street in 2016 and beyond By Robert Hutchins ONLINE RETAILER and quirky gift chandler Firebox has outlined its mission to rescue a UK High Street in need ‘of new innovation.’ Having traded as an online only platform for the last 17 years, the unique vendor has made its move to the High Street with the launch of its first bricks and mortar pop-up stores. The move – that sees the retailer occupy sites in Watford and Newcastle until January 2016, with more in the pipeline – has been championed as part of Firebox’s mission to reinvigorate the High Street by ‘offering customers today what they need more of: something unusual.’ “We are here to rescue the High Street,” Kristian Bromley, Firebox MD told ToyNews exclusively. “Everywhere is so generic, every shopping centre has the same retailers doing the same things. We think it’s time to inject a shop for the unusual into the mix and bring some fun and excitement to bricks and mortar retail.” Still relatively unknown territory for the retailer, Firebox hopes that with its offering of unusual products, from party games such as Obama Llama to Unicorn Tears
Gin or a book on crafting with cat hair, it will lure consumers back to buying from physical stores. “We are ambitious and we genuinely think we can provide something the High Street is lacking: a bit of excitement, energy and something different,” continued Bromley. “The High Street needs us, and hopefully if the mood is right and the feedback from customers
RETAIL ADVISORY BOARD
Stuart Grant, The Entertainer
Fiona Murray-Young, Toys R Us
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Linzi Walker, Argos
is as we hope, we will look to further develop our HighStreet presence in 2016.” Adopting the popup shop model in both Newcastle and Watford, Firebox is looking to test consumer reaction to the retailer’s High Street move, while demonstrating its ability to adapt to the changing retail landscape. “E-commerce has changed the high street forever,” explained Bromley.
“This doesn’t mean that High Street shopping has had its day, far from it, it just needs to be a lot more flexible today. “Retailers need to be more innovative and inventive with their High Street product offering now and provide a much more unique consumer experience in-store. “Pop-up shops and show rooms are cool ways of bringing a brand to life.”
Of course, the pop-up model is also an effective way of allowing the online store to test the High Street without the risking long-term commitment. “The retail climate is well suited to the pop-up model, meaning we have more opportunity to dip our toe and discover how our products look and feel to customers in the real world,” said Bromley Now as Christmas 2015 approaches, Firebox reports a positive reaction from consumers, with both customers already familiar with its online format and a new customer base engaging with its offering. It’s good news for the trader who highlights the current unpredictability of the retail landscape. “Black Friday has skewed consumer behavior and shoppers now wait to see what deals they can get in late November and early December,” said Bromley. “That said, there is more than enough unusual people with a sense of humour out there, and since you can’t get the Firebox experience in any other store, we’re what the world needs. “We want to continue to grow the business profitably, develop our brand and voice and have lot of fun,” he concluded. Firebox: 0800 802 1420
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
Follow us @toyshopuk
AGAINST
“An independent toy retailer can always survive a bad Christmas”
This month, ToyShop UK looks to the Christmas shopping period and opens up the debate to its listing of independent toy retailers as to whether falling flat at the sharp end of the year has to equate to a business folding
Teresa Bramble, Hoomble Toys & Collectables A good Christmas is essential for independents. Just one bad Christmas can have a serious effect on the cashflow and the business for the following year. If anything, a bad Christmas and you are blown in this business. Christmas is a particularly hard time to plan for because you just don’t know how product is going to sell until you see the customers enter the store. That said, one of the major strengths of the independent toy retailer, and in particular the online independent retailer is that we can react very quickly to trends and demand. We can order in faster than the big boys, so we are better placed to be reactionary throughout Christmas. This Christmas is looking OK for us. It has started off quite slowly but it seems to be picking up right about now. We expect to see it all pick up after Black Friday which is always a busy time for us. This year, we think Star Wars will be a big seller for us, while Teenage Mutant Ninja Turtles has been a key line for us all year. All in all, I think we are in for a successful one this year.
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Wayne Broad, Dandle Toys An independent toy retailer will not always survive a bad Christmas. It’s a tough time for things to go awry.That said, if the season has been planned thoroughly and the retailer is fully prepared, then it should be able to survive. The key to surviving Christmas is to have a plan and sticking to it.
Wendy Hamilton, Grasshopper Toys We can always make as many preparations as we like, we can cut our cloth accordingly and pare back our costs to some extent, but Christmas has to provide the fiscal fat we need to survive the lean months. This is particularly important when we fight in a highly competitive market. www.toynews-online.biz
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INDEPENDENT SURVEY
Mitch Brown, Darth’s Hutt Not at all. Our faithful local customers and reputation for good customer service will always help us out a bad patch.
Peter Allinson, Whirligig Chichester I think a bad Christmas would be scary and unpleasant, but we at Whirligig have our decision making close to hand and therefore we can respond to the market and stop the buying before it gets out of hand.
I think it really depends on what kind of toy shop you are. Last year was my first Christmas and it was the worst year I have ever had. We sell educational toys and the like and most of our customers are buying for their business (childminders, nurseries, etc.). So, with that in mind, last year a lot were cutting back on expenses to buy ‘proper toys’ for their own children. The business survived though and this year I have actually planned ahead for it to be quiet, so if it’s even a little busier than I expect it to be, it will be a bonus. I do think it is all in the planning. I also think that with the growing popularity of Black Friday and Cyber Monday, that this is the time most people will buy Christmas presents and we should be ready for that November peak instead of December.
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
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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
Claire Hainstock, Acting the Party An independent toy retailer can certainly survive a bad Christmas because they give great customer service all year round.
FOR
Janis Phillimore, ImagiDo!
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The multi award-winning Marvin’s iMagic. Smart Magic for Smart Devices! trade@marvinsmagic.co.uk www.marvinsmagic.com
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SECTOR GUIDE: MAGIC & PUPPETS
Sleight of hand For years, magic and puppets have gone hand in hand in delivering excitement, theatre and fun to audiences of all ages. Robert Hutchins takes a look at the latest products being pulled out the hat THE PUPPET COMPANY There’s only one thing The Puppet Company knows better than puppets, and that’s how to sell them. This season sees the specialists in children’s theatre and entertainment introduce its seminal selection of Hide-Away Puppets, a collection of cute woodland animal-themed finger puppets. The Hide-Away Puppets Tree House marks the latest addition to the Hide-Away Puppets range and comes complete with finger puppet birds, nesting holes, a birds’ nest and a pond for the animals to inhabit. The set features five of the company’s most popular birds, including a Black Bird
sat atop a tree incubating a trio of eggs. True to form, both the Mallard and Kingfisher are brightly coloured and sit alongside a soft Greater Spotted Woodpecker character. Meanwhile, the Barn Owl joins one of the UK’s most popular garden birds, the Robin, to complete the parade of birds, while the set is transformed into a real woodland setting with the help of the delightful green frog, bathing in the pond beneath the tree. But it isn’t all puppets and marionettes. This year, the firm is championing its line of soft non-puppet products under the Wilberry brand name.
This autumn sees the launch of the firm’s European Wildlife & World Wildlife soft toy collections. These lovingly designed and produced soft toys arrive in a full colour counter top display box or can be purchased individually. The range is produced by the same factory that develops the Puppet Company’s Wilberry Rabbits, a point the firm states only emphasises the attention to detail on each of the 12 animals n the range to collect. Among others, The Puppet Company reveals that the range’s Owl, Hedgehog and Tiger characters have been ‘incredibly popular.’ 01462 446 040
GOLDEN BEAR
CARTAMUNDI Championed as one of the world’s market leaders in playing cards and card games, Cartamundi is joining the magic circle with the launch of its new series of cards dedicated to magic card tricks. Under the banner Carta Magic, the new range has been developed in collaboration with a professional magician and offers four collections of cards and special tokens with tricks for children and adults alike. Each pack in the Carta Magic collection contains full instructions on a variety of tricks, including mind reading, card finding, making things disappear, prediction, name and number guessing, speed reading and a lot more. All tricks are offered throughout the range in increasing levels of difficulty for magicians to master. The four new packs in the range are Carta Magic 25 Tricks (£9.99), Carta Magic www.toynews-online.biz
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50 Tricks (£14.99), Carta Magic 80 Tricks (£19.99) and a special £9.99 starter pack of five magic tricks for the younger magician. The firm is already reporting strong international interest with the French version of the concept proving successful throughout 2014 and 2015.
Meanwhile, Cartamundi believes that the ‘enormous popularity of magic shows on television and stage should ensure a strong consumer interest in the range on home soil, especially with the planned launch date in the run-up to Christmas 2015.’ 01268 511 522
Golden Bear boasts an ‘exciting addition’ to this year’s Something Special range with the launch of its Mr Tumble Hand Puppet, designed to encourage children and parents alike to put on their own Something Special shows. Soft and cuddly, the Mr Tumble Hand Puppet arrives complete with the loveable character’s revered spotty bow tie and his trademark waistcoat, as well as featuring embroidered facial detail and tactile materials for added value. Elsewhere, kids’ favourite Sooty continues to delight youngsters up and down the country. This year, the company’s Sooty collection includes a replica Sooty, Sweep and Soo Hand
Puppets as well as the PopUp Sooty Puppet Show. Featuring Sooty’s own puppeteer box, adapted from the packaging, the Pop-Up Sooty Puppet Show enables Sooty to pop out of the box with his iconic wand and water gun in hand. Also available is the Sooty and Sweep Hand Puppet Set, billed by Golden Bear as ‘the ideal gift purchase for any Sooty fan.’ 01952 608 308
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SECTOR GUIDE: MAGIC & PUPPETS MARVIN’S MAGIC In 1987, Marvin’s Magic launched its first professional ‘Magic Made Easy’ range within Hamleys of Regent Street in Central London. Now, as it approaches its 30th year, Marvin’s Magic is recognised as the brand leader and number one company for magic sets worldwide. The firm continues to run successful magic shops within some of the world’s most prestigious stores, as well as having great High Street presence and a rapidly increasing international expansion. Marvin Berglas, awardwinning magician and founder of Marvin’s Magic, grew up in one of the most famous and respected magical families. He is passionate about creating new and exciting magic sets to inspire a whole generation of budding young magicians. In fact, heading up the firm’s product development team and working with some of the top magicians in the business, Berglas is able to ensure that new product is innovative, well designed and always remains current and ahead of the curve.
perfect for today’s budding magicians who enjoy playing on tablets and smart phones as it allows them to sample the technological
advancements that the next generation of magicians are now embracing. Marvin’s iMagic Interactive Box of Tricks has been awarded the gold medal in the electronic toys category at this year’s Independent Toy Awards and also the Toy Verdict Winner in the Magic Sets category. Meanwhile, the magician himself is not short of the awards, having recently scooped the much celebrated Maskelyne Award for services to British Magic, the most respected award in The Magic Circle, presented to those at the peak of the magic industry. Earlier in the year he received the coveted Outstanding Contribution Award in the British Toy and Hobby Industry which followed similar recognition from the magical institution The British Magical Society. ‘It’s no wonder that Marvin’s Magic is recognised as the brand leader and number one for magic worldwide,’ states the firm. ‘After all, it’s not just magic… it’s Marvin’s Magic.’ trade@marvinsmagic.co.uk 01582 849 000
It’s a firm belief at Fiesta Crafts that children love puppets. ‘Present a child with a puppet and they think of fun, adventure, stories and at the very least, they’ll smile,’ is the ethos the firm endeavours to deliver. It makes sense then that Fiesta Craft bills its collection of hand and finger puppets as a range ‘to maximise fun and smiles.’ The company’s collection of puppets includes classic story characters and animals such as Goldilocks, Red Riding Hood, Dragons, Dinosaurs, Knights, Mermaids and Princesses. In fact, there are over 100 puppets, sets and theatres in the range, allowing retailers to create an instore theatre of their own. Elsewhere, one of Fiesta Crafts’ biggest sales success stories of the year lies in its story
sets, comprising of a hand puppet and soft finger puppets, including the likes of Pinocchio, Snow White, Wizard of Oz and more. The hand puppet is the main character in the story, with supporting roles for the finger puppets and storage pockets for an easy tidy up. Each puppet in the Fiesta Crafts range is made from colourful fabrics and boasts attention to detail as well as arms and legs allowing kids to animate them during play. Unique to the firm is its collection of wooden head finger puppets. Available as individual pick-up items in over 40 designs, the line is said to be a big seller during the Christmas season, nicely presented on a dedicated counter dispenser. Wizard of Oz, Peter Pan and The Three Little Pigs all feature in the popular collection. 020 8804 0563
“We are extremely happy to have won our cabinet of awards. It is the result of a lot of very hard work in developing a unique and high quality product that crosses the lines of contemporary magic and digital technologies.” Marvin Berglas, Marvin’s Magic
The latest addition to the firm’s range is Marvin’s iMagic; a series of timeless magical props that combine with the unique Marvin’s
iMagic app to unveil incredible, interactive secret smart magic for smart devices. The mixture of traditional magic and digital fun is
FIESTA CRAFTS
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Games that grow with your family! Perfect for preschoolers and kids of all ages.
+44 (0) 207 298 9500 sales@winningmoves.co.uk www.bananagrams.com
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SECTOR GUIDE: KIDS’ PARTIES
Party time Kids’ parties are as popular as ever with the likes of dress-up, balloons and major brands all capturing the attention of boys and girls. Here, Jade Burke takes a look at what’s getting kids into the party spirit RUBIE’S Following the phenomenon of Disney’s most successful animated blockbuster to date, Frozen-themed children’s parties have become hugely popular and along with them, kids’ dress-up has helped bring Arendelle and its inhabitants to life. Rubie’s stocks a wide range of award-winning Disney-licensed dress-up costumes designed for any Frozen-themed party occasion, with plenty of versions at various price points to suit any customer’s budget. Classic versions of dresses worn by lead characters Anna and Elsa come in at the lowest price point, while similar Deluxe versions become more detailed and embellished with glitter details. Premium Anna and Elsa dresses come in at the highest price point with an elegant feel and lush, detailed design and glitter features on both costumes. Also available is a ‘musical light-up’ version of both Anna and Elsa costumes, which include illuminating features on the dresses’ front panels to give a frosty, shimmering effect.
The costumes can also play sections of the songs from the film through an attached amulet with the press of a button. The dresses won Rubie’s a second Licensing Award for its Frozen dress-up range, following several other accolades for the range’s innovation since its launch. Aside from the iconic Anna and Elsa dresses, Rubie’s also includes recreations of the lead characters’ dresses worn at the coronation of Elsa in the film, as well as costumes from the Disney short film Frozen Fever, which aired in cinema’s before Cinderella earlier this year. Boys can also join in the party with an Olaf padded costume, and even adults are catered for with a men’s version of Olaf, and Anna and Elsa dresses for women, which are available in various sizes. Children’s wigs and jelly shoes are also available to make sure a Frozen-themed party gets imaginations running wild. 08453 070 707
TOBAR Parties are an excellent way to increase sales all year round, so says Tobar. The firm has developed a selection of party bag products in bright neon colours, including the Fancy Gem Rings (six pack), which are available in purple, orange, green and blue, Mini Clacker Balls (six pack), Glitter Flip Over Tops (six pack), Bubbles (six pack),
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and a collection of classic bouncy balls, which the company says are always popular with its customers for parties. The poly glider range fits perfectly in the Tobar Celebration Party Bags, and come in a range of designs including Unicorn, Ballerina, Superhero and Bird to suit different customers. 0844 573 4299
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SECTOR GUIDE: KIDS’ PARTIES QUALATEX
For more than 95 years, Pioneer, the balloon manufacturer known for Qualatex brand balloons, has provided products and services worldwide. The Qualatex product range includes an extensive selection of high quality latex and Microfoil balloons,
and the 3D Bubble Balloons, which feature Disney licensed characters, exclusive to Qualatex. Recent additions to the portfolio are party products, including tableware, candles, badges, banners and confetti. In partnership with awardwinning UK artist Rachel
Ellen, Pioneer is proud to offer a designer line of party ware that is sure to delight customers. The range offers four children’s themes. Plus, customers can benefit from the Party Ware Starter Kit that includes the entire range and comes with a free Spinner Stand, which
has been designed to display the full range neatly and to take up as little shop floor space as possible. The most recent addition to Qualatex’s party collection is a line of party products including candles with polka dot designs, badges for milestones,
banners with a holographic effect, and confetti. The badges and banners, which have been designed by artist Rachel Ellen, feature a unique style that appeals to all ages. Plus, these products match with Qualatex balloons. 0800 28 12 15
Party Cakes to Bake and Decorate is a tempting recipe book offering that parents will return to year after year. This book is bursting with eighteen party cake recipes, along with imaginative decoration ideas and icing and piping techniques. Guaranteed to offer cake inspiration for any kid’s party, it forms part of a wider range of Usborne cookbooks for children. The Usborne Book of Face Painting is a classic Usborne bestseller, which has been revamped for a new generation of consumers. The hidden spiral binding allows the book to lay flat for easy reference, and large, full-colour pages with photographs of the finished designs ensure great
results. The wide range of designs in this book, from a Halloween witch to a beautiful butterfly, means it can be used all year round and can appeal to any practical parent. 100 Paper Planes to Fold and Fly is a modern twist on a classic pastime that will appeal to those looking for something to keep children occupied, or to give away as a prize. Printed on special tearout pages, each of the 100 planes feature a unique design, plus instructions on how to best fold and fly them are included. This popular series also includes new titles 100 Paper Spaceships to Fold and Fly and 100 Paper Dragons to Fold and Fly. www.usborne.com/uksales
USBORNE PUBLISHING
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BUREAU VERITAS CONSUMER PRODUCT SERVICES
Inspecting gadgets Billy Langsworthy talks to Malcolm Horner, toy technical consultant at Bureau Veritas Consumer Product Services, about the strength of the past year for the firm, what manufacturers should be asking for from a safety company and just how it keeps up with the ever changing landscape of the toy industry What is Bureau Veritas and what services do you offer? Bureau Veritas Consumer Products Services is a global leader in testing, inspections and certification for the consumer products market. With a global network of 120 offices and laboratories and over 12,500 skilled employees, our testing, inspection, certification and advisory solutions help companies making, distributing or selling products to improve their product quality, safety, sourcing flexibility, speedto-market, sustainability and brand security throughout the supply chain. We are part of the Bureau Veritas Group (2014 revenue: €4.17 billion), whose origins date back from 1828. Our UK testing laboratory in Warrington has been helping retailers, manufacturers, brands and suppliers for over a decade. Our UKAS accredited laboratory offers an array of testing capabilities and technical expertise under one roof. We are able to test items such as toys, juvenile products, textiles, electrical products and hardlines. Our technicians perform thousands of physical and mechanical, flammability and chemical tests every year and our technical consultants sit on various UK and EU technical committees and industry forums, ensuring we are always at the forefront of changes in legislation or test methods. How has 2015 been and what’s in store for 2016? 2015 was another strong year for Bureau Veritas in the UK. We have established ourselves as a leader in the UK toy testing business and our investment in testing capabilities and equipment, 50 December
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What advice would you give firms looking for a safety company to work with? I recommend working with a reputable and accredited laboratory, especially if you choose to carry out your product testing in a laboratory in Asia. Have a feel for the level of technical advice and support you would receive from your service provider. Bureau Veritas prides itself in providing clients with a personal touch and service. We aim to deliver good quality work and always go the extra mile.
together with our technical involvement with industry groups, has been fruitful. For instance, we have developed strong analytical capabilities at our Warrington laboratory: we can test for Chromium VI, azo dyes, allergenic disperse dyes, phthalates, nickel, cadmium and lead in-house, offering our clients quick turnaround time and competitive prices. This is crucial for our clients who are always looking at bringing their products to market as fast as possible. This year, the biggest compliance headaches for the industry seem to have been the updated acoustic requirements and of course, the burning issue of children’s dress-up.
Toys have never been so safe, but consumers still need to be wary of fakes.
Malcolm Horner, Bureau Veritas Chemical compliance is also a continuous challenge for our clients, with the list of restricted substances constantly increasing. Working with the BTHA, Equitoy and Toy Industry’s Europe has enabled us to develop different riskbased solutions such as Toyograph, an industry recognised Chemical Risk Assessment e-tool used by some of the world’s manufacturers, brands and retailers.
How do you keep up with the changing landscape of the toy industry? I sit on various UK and EU technical committees and I am the chairman of the UK Toy Notified Bodies Group. On top of this, a good part of my time is spent discussing the evolution of the toy legislation in Europe with fellow toy retailers, manufacturers and quality assurance service providers, so we are well placed.
What toy firms do you currently work with? We work with all types of toy companies, from toy inventors to global toy retailers. We also work with importers and manufacturers and carry out surveillance testing for Trading Standards authorities from time to time. No matter what the size of the company, our UK laboratory is geared up to test for any type of toy, from electrical toys to trampolines, through to ride-on toys and children’s dress-ups. Is the toy safety landscape in a good state? Toys have never been so safe in Europe. This is the result of the implementation of stringent legislation, especially on the chemical front, protecting children from unsafe and harmful products. It is also due to the diligence of UK toy manufacturers, importers and retailers. I would always advise parents to buy toys from reputable brands and retailers who you know have gone the extra mile to ensure the compliance of their products. Sadly, it is still possible to buy counterfeit or unsafe toys and consumers need to be wary of this. www.toynews-online.biz
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UL VS
Safety first Billy Langsworthy talks to UL VS’ technical and innovations manager, Keith Richards, about the state of toy safety in the UK and what a recent restructure has done to help bring the firm an exciting 2015 For those who may not know, who are UL VS and what services do you offer? UL Consumer (formally UL Verification Services) is an international company with laboratories and offices around the globe. It exists to help manufacturers and retailers verify every aspect of the supply chain and production process, from raw materials to sales transactions, to better manage risk and deliver products that are safe and compliant with industry specifications. Our customised programmes deliver quality and verification solutions designed to fulfil the unique needs of manufacturers, retailers and distributors across multiple industries and markets. This approach draws on four key areas of expertise: consumer products, responsible sourcing, transaction security, and wireless and EMC. How has 2015 been for the company? 2015 was an exciting year for UL and our clients. UL Consumer Products has undergone significant restructuring to improve our service to our clients and we have taken on a number of capable and talented staff. We are continually reviewing, improving and developing our service offering to reflect the everchanging market place. In November, our soft line laboratory was consolidated within our Reading laboratory. The restructuring will continue into 2016 as we continue to develop new support services. How do you ensure you keep up with the changing landscape of the toy industry? Keeping up to date with an ever-changing landscape is extremely difficult. 52 December
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Not only are the products changing, but the legislation is changing and the market place is growing. Many manufacturers now supply internationally. To keep up to date requires building on many years of experience in developing contacts and understanding the mechanism of standard and legislation development, involvement with standard committees and working with trade associations. Any advice for toy firms looking for a safety partner? Make sure that the selected company has the appropriate accreditations and approvals. Talk to the laboratories about their service levels, speed and support and ensure they understand your business
The internet has made things harder as products may come from outside the EU and bypass the normal safety checks. Keith Richards, UL VS
How often are guidelines changing in the industry? Safety guidelines change all the time. New products are developed and placed on the market, and as a result, new issues are found. Interpretation guidance documents are produced by the bodies such as the European Commission and trade associations, retailers, etc. Case law, civil actions
and product recalls can also affect the advice given. What toy firms do you work with and are there any new sectors you want to enter? We work with large global manufactures, importers, retailers and other companies who produce products for private labels through to small companies just setting up.
There are a lot of new companies that have not been traditionally involved with toys who are developing products and expanding into this area. Is the toy safety landscape in a good state? There are many companies doing an excellent job to ensure that only ‘safe toys’ are placed on the market. At the other end of the spectrum, there are importers of counterfeit products and un-named products purchased cheaply which may not have had any safety testing performed. The internet has made it harder to ensure only safe toys are given to children as some may come from outside the EU and bypass normal safety checks. www.toynews-online.biz
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UL quality assurance solutions help ensure compliance with regulatory requirements and brand specifications, and mitigate supply chain risk.
Visit UL @ The Toy Fair - London Stand B71 and Gallery 630 24 Jan 2016 to 26 Jan 2016 Contact the ToyTeam@ul.com for details. UL and the UL logo are trademarks of UL LLC Š 2015.
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OBSERVATIONS 0F A TOY INDUSTRY SURVIVOR
Jon Salisbury
CHRISTMAS AD time is here and the Man on the Moon Make Your Own Telescope Kit featured in the John Lewis festive commercial has already sold out online at the time of writing this piece in early November. And who said product placement doesn’t work? It is with this in mind that Dream Toys has once again taken place and presented its list of 12 must have toys for this Holiday season. LEGO fired the first warning shot that Christmas deliveries not already placed may not be delivered before Christmas. You have been warned. But LEGO will not be alone in struggling to sate demand. I have no inside knowledge on
Follow me on Twitter @jonsalisbury
This month, our columnist looks at how the latest John Lewis advert has caused a rush for telescopes while, sticking with galaxies far, far away, the new Star Wars movie is proving exciting for the entire Salisbury clan
who might suffer but shortages of hot product are de rigueur at this time of year. As if the Christmas period wasn’t stressful enough, Black Friday mayhem has added an extra level of tension. Of course, it will come as no suprise that Star Wars is expected to feature heavily. I know I am not alone as a mature gentleman who already has tickets to see The Force Awakens. I can’t wait. In fact, it’s a family event and my two boys will also be there along with me and my wife. I say ‘boys’ but they’re 23 and 28. The force, you see, is strong in my family. Well, their dad is a bit of a toy nut having written about toys since he was 22.
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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