ToyNews May 2016 by Biz Media Ltd

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No. 172 l May 2016

Retail l Licensing l Pre-School l Marketing 16 Code-breaker In our Crowdfunding Focus, we check out Cubetto, a wooden toy that teaches kids coding

18 Gift of play The Toy Trust updates us on how the industry is getting behind its Big Cambridge Challenge

20 Bear necessities We talk to Build-A-Bear Workshop MD Roger Parry about the store’s exciting expansion plans

23 Harrogate highlights Suppliers reveal what makes the May show one of the year’s best

Copycats. Factory fires. Legal battles. Behind the cute face of the Good Luck Trolls lies an origins story that began in a small Danish village and ended up in a US courtroom. Dam Things’ CEO Calle Østergaard gives ToyNews the hair-raising true story behind one of the industry’s most iconic toys

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den making kits from Pl-ug

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New sets available from June 1st

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MEET THE TEAM Billy Langsworthy Editor blangsworthy@nbmedia.com Robert Hutchins Deputy Editor rhutchins@nbmedia.com Jade Burke Staff Writer jburke@nbmedia.com Sophia Freeman Senior Account Manager sfreeman@nbmedia.com Brenda Normile Sales Executive bnormile@nbmedia.com James Marinos Production Executive jmarinos@nbmedia.com

WELCOME

CONTENTS Regulars 06 08 08 09 12 14 16 66

News Campaign of the Month Playtime NPD Analysis Industry Movers Industry Opinion Crowdfunding focus Jon Salisbury

Features 18 Toy Trust update 20 Big Interview: Build-A-Bear 23 Toymaster show preview Licensing.biz 33 News 34 Anatomy of a Blockbuster: Good Luck Trolls

Nikki Hargreaves Designer nhargreaves@nbmedia.com

Pre-school 37 News

Andrew Wooden Content Director awooden@nbmedia.com

Retail 41 News 42 ToyShop UK 45 Indie Profile: Wigwam Toys 47 Sector Guide: RC Toys 52 Sector Guide: Boys Market

Mark Burton Managing Director mburton@nbmedia.com

Editorial: 01992 515305 Advertising: 0207 354 6000 www.toynews-online.biz

NewBay Media is a member of the Periodical Publishers Associations AUDITED CIRCULATION: Average Net Circulation: 5,771 July 2014 – June 2015 nToyNews circulation is 11.2% higher than its closest competitor nToyNews has 100% named circulation and 0% duplication.

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COMMENT

New look

ou may notice there’s something different about this month’s issue of ToyNews. Yes, we’ve blown away a few cobwebs and given the mag a re-design. The same wonderful content and features remain, but with a much needed lick of paint to make each section an even more engaging read. Most importantly, it’s allowed me to shake the old photo that made me look a bit like a glue sniffer and replace it with the one of me not wearing any trousers. This month will see the trade head to Harrogate for the annual Toymaster May show. In this issue, we’ve gone to several suppliers to find out just what makes the show a hit. It seems to be a favourite on the industry calender for the access to indies, fantastic show offers and, of course, those eventful networking nights (I can still hear that mariachi version of YMCA like it was yesterday). Finally, on May 27th, myself, Rob and Jade are playing Twister for 24 hours straight in aid of the NSPCC. If you can head to www. justgiving.com/ToyNewsTwister and donate a couple of quid, or just help us spread the word in any way, we’ll love you forever. We also want people to come and join us on the mat for a few games, so do ping me an email if you fancy joining us. I promise, there will be plenty of booze.

The Toymaster show remains a popular date on the industry calender due to providing an allaccess pass to indies, great show deals and those eventful networking nights. Last year’s mariachi version of YMCA still haunts me.

Contact: BLangsworthy@nbmedia.com

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NEWS

UK is growth market for Megableu The European firm is targeting positive growth within the UK for 2016, thanks to a packed portfolio of action and card games, and a brand new partnership with Trends UK who has been appointed as the company’s distributor BY ROBERT HUTCHINS

uropean games firm Megableu has earmarked the UK as a market for growth thanks to the ongoing demand for action and traditional board games. The firm has detailed its plans to achieve positive growth throughout the year, a move that started with the appointment of Trends UK as its UK distributor earlier this year. Recent years have seen the company grow its action and traditional gaming portfolio, and it has also recently outlined its mission to continue to invest in the market. This year, Megableu is introducing a brand new range of

Toymaster crucial to our success, says Esdevium Amid concerns from the industry following the loss of Trod, the firm has pledged its support to the buying group

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Wow Toys debuts pre-school line ahead of 20th anniversary The firm has various product launches in the pipeline as it begins to celebrate the upcoming milestone

BY ROBERT HUTCHINS Esdevium Games will continue to champion the work of independent buying group Toymaster, citing its work as important to the future of the High Street. Last month saw the buying group address concerns from pockets of the industry over its long-term viability, following the loss of its biggest retailer Trod. However, UK games distributor Esdevium has detailed its support for the buying group. “Independent retailers are the foundation of the Esdevium business and we have many longterm relationships with the indie scene,” Steve Buckmaster, MD of Esdevium Games told ToyNews.

titles including the likes of Giraffun for youngsters; Break Out, a strategic game for older players and a new card game called Name That. “The UK market is the biggest European consumer market and as such is very important for Megableu,” Stephan Van Hacht, director of Megableu, told ToyNews. “We now want to build our presence in the UK and hope to achieve positive growth in 2016. “As such, we are very pleased with our new UK partner, Trends UK. Since entering the UK market we have been building our programme step-by-step and with great care taken in order to make sure we launch the right games for the right consumers.” Trends UK: 01295 768 078

BY JADE BURKE

“Trod was a special case. We get the impression that people believe that retailer like Trod was not a great fit for the Toymaster model, but with regards to the long-term viability, we are behind the group.” Esdevium will showcase its range at this month’s Toymaster show. Esdevium Games: 01420 593 593

With a new line of pre-school toys on the way for retailers to snap up, Wow Toys believes its new London range will be the prefect fit as a pre-school vehicle gifting range. Included in the line is London Bus Leo, a shape sorting red London Bus, London Taxi Ted, a black taxi, and the Palace Guards figure set. Nadim Ednan-Laperouse, MD of Wow Toys, said: “This range has been made exclusively for the UK market and we plan to develop the range further with more toys already in development.”

Next year also marks the company’s 20th birthday, and Wow Toys has already started planning various celebrations. Ednan-Laperouse explained: ”We plan to celebrate throughout 2017. So far we have a party planned and a social media extravaganza giveaway is also being developed.” Wow Toys: 020 7471 0980

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NEWS

MadRat Games to carve out $100bn market with wearable video gaming Its new connected role-play toy, called SuperSuit, blends video gaming experiences with real world environments BY ROBERT HUTCHINS

adRat Games is looking to carve out an as yet untapped market for wearable gaming that could be worth upwards of $100bn. Having unveiled its new SuperSuit at this year’s Consumer Electronics Show, the firm is looking to encourage kids to move away from screens and get active by bringing a video gaming experience into the real world. “SuperSuit takes kids and families outdoors and gets them interacting with one another, all while providing a virtual reality or augmented reality environment set

in the real world,” Rajat Dhariwal, co-founder of MadRat Games, told ToyNews. “With everyone focusing on designing games around VR and AR, SuperSuit goes one step further. Amidst the $180bn indoor gaming market (both toys and video games) and the $145bn outdoor sector, we are expecting to carve out an untapped $100bn and upwards market.” On top of this, MadRat Games is also looking to bring a seamless integration of connected toys to the consumer, making the world of tech toys a lot more accessible to the average buyer. “Connected toys will be the trend of the future and attempts

by Sphero, Anki and others will multiply,” added Dhariwal. “SuperSuit intends to be a connected platform for these upcoming connected toys and we are working on a standard for the communication protocol, which can give consumers the benefit of enjoying all this innovation together seamlessly, rather than having to download each toy’s platform and be able to only engage with one toy at a time.” MadRat Games’ SuperSuit will launch exclusively through the team’s website by the end of 2016, and will carry an initial price tag of around £140 for two SuperSuits. MadRat Games: 001 205 719 5196

Toot-Toot remains a Gold Mine for VTech The firm sold a Toot-Toot item every 22 seconds last year and has a raft of new lines hitting shelves this year BY BILLY LANGSWORTHY With the arrival of its new TootToot Drivers Gold Mine, VTech believes the brand’s collectability knows “no bounds”. The TV advertised Toot-Toot Drivers Gold Mine set boasts 32 track pieces, as well as a tough motorised mining train that chugs cargo up and down the tracks.

VTech sold an item from the Toot-Toot range every 22 seconds in 2015 and believes innovative lines for 2016 will ensure the brand goes from strength to strength. “We’re always looking to enhance our offering and feel that the TootToot Drivers Gold Mine will continue to educate and captivate children,” said Charlotte Drake, senior brand manager at VTech.

“The collectability for Toot-Toot shows no bounds; the range has seen an increase in popularity each year since its initial launch in 2011. Toot-Toot Drivers still shows no sign of letting up. The growth has remained constant and whether it’s January 1st or November 1st, Toot-Toot is still selling among young children and families.” VTech: 01235 555 545

LEADER OF THE PACKS Royal Flush: the first choice for millions of card players worldwide

sales@cartamundi.co.uk Ph: +44 1286 511 522 @cartamundiuk

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May 07

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CAMPAIGN OF THE MONTH / PLAYTIME

Little Trikers

Created with the aim to get more kids active, for its latest campaign Little Tikes is inviting parents to swap their kids’ strollers for a Little Tikes Trike this summer, all to help make the great outdoors more fun and entertaining CONTACT: LITTLE TIKES, 01908 268 480

ollowing in the footsteps of 2015’s collaboration with Greg Rutherford to encourage parents to get out and about with the kids, this spring/summer sees Little Tikes launch its Little Trikers campaign for a second year running. This year, Little Trikers goes one step beyond by encouraging families to look at adventures through the eyes of their little ones. When families go out for a stroll or embark on day trips, children can be sat in their stroller for hours on end, and tend to tire very quickly, resulting in parents often being forced to go home. Little Tikes wants to make life out and about, from the age of nine to 36 months, more fun by

challenging parents to swap their strollers for a Little Tikes Trike. Having challenged five sets of parents to undertake their very own stroller swap, the Little Tikes team commissioned five videos

of their adventures while out and about in a Little Tikes Trike – with fantastic results. Not only was it more fun, but it also encouraged the children to get more active outside too.

Little Tikes has also taken the challenge out to the rest of the UK. Wanting to keep kids active and entertained with their parents, Little Tikes is encouraging families to go on adventures this summer. Across its social media channels, the toy brand is offering its community the chance to win one of 20 trikes – all followers need to do is to share their family fun days with the Little Tikes team. To maximise this campaign, the Little Tikes website has undergone an exciting revamp, ensuring parents can see what the Trikes Adventure awaits them. The current digital advertising underpins this activity at what is an exciting time of year for outdoor family fun.

From Pokémon trading cards to Pogs, collectables have been a playground staple for years. Generation Media takes a look at how long this trend will continue in 2016 Source: BARB 2016

e can all remember sitting in the playground swapping the latest collectable craze, whether it was Pogs or Pokémon cards.

collectable’ with numerous brands fighting to be the most popular. So it begs the question, how do collectables become successful? In 2011, Method Design Lab tried to identify elements required to

One would expect that collectables will continue to dominate the rankings for top advertised toy product and sales units until September. It is therefore no surprise to see that this play pattern has transcended over time. I am sure many in the toy industry have noticed that 2016 seems to be ‘the year of the

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spark a new collectable craze. We think four attributes were most vital: size, the attraction of limited editions, price (and something that is more prominent now) whether an online counterpart is available.

Thus, it’s no surprise to see that ad pressure in the toy market is up 42 per cent year-on-year, mainly driven by collectable products. As of March 30th 2016, the top advertised toy was Magic Box Star Monsters, followed by Vivid Imagination’s Fungus Amungus. One would expect that collectables will continue to dominate the rankings for top advertised toy product and sales units until September, when higher priced goods start making their way onto TV. But as we saw with Shopkins last year, with those age old values strong in today’s kids there may be no stopping them. ToyNews PlayTime is provided by Generation Media

0207 307 7900 | www.generationmedia.co.uk www.toynews-online.biz

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NPD RESEARCH

Pie Face on top as games and puzzles drive March growth

ith both Easter and the main school holidays falling in March this year, the total toys market has exhibited growth for the third month in a row, with value and volume up six per cent versus the same month in 2015. The average price was flat, currently standing at £7.69. Ten out of the 11 NPD supercategories grew in March 2016 compared to 2015, with games and puzzles and plush growth particularly strong. A sharp uplift in the fastest growing

areas is possibly linked to the bad weather last month, when families opted to spend more time indoors together. Games and puzzles was the topperforming category for March with 17 per cent growth versus last year, an addition of around £1.5m in value. Nearly a quarter of value for games and puzzles sales was children’s games, and this subclass also grew by 36 per cent versus March in 2015. The top property in the supercategory for March was Pokémon, and the property is

showing value growth of 120 per cent for the month. Pie Face from Hasbro is the number one item in games and puzzles for March and continues the strong sales that we saw in Q4 2015. Plush showed strong growth with March value sales up 15 per cent compared to the same period in 2015. This is heavily driven by licences with Teletubbies Talking Plush Assortment and Paw Patrol Basic Plush the top two selling items in plush for the month. Arts and crafts also had a strong month (value up 14 per cent) with the sculpting compounds area leading the growth. “The first quarter of the year has previously been a quiet time, usually only accounting for 13 per cent of annual toy sales,” said Melissa Symonds, director of NPD Group’s toy business in the UK. “However, Q1 this year is up eight per cent - an extremely positive start for 2016 and it may be another record breaking year for UK toy market.”

PROPERTIES Best item progression March 2016

Batman v Superman Clash of Heroes (LEGO) The Batman V Superman film has helped LEGO’s Clash of Heroes rocket up the chart from position 4472 up to 25th.

SALES

UK toy sales (value, year-to-date)

YTD 2015

AVERAGE TOY PRICE March 15’: £7.69

March 16’: £7.69

March 2016

1 Shopkins 2 Pack

Pie Face

LEGO Minifigures

Shopkins Pack of 12

Paw Patrol Vehicle and Pup

Shopkins 5 Pack

SmarTrike 4 in 1 Trike Assortment

8. 9.

Source: NPD

UK RETAIL SALES TRENDS March 2016 (£ sales – value) Flair

YTD 2016

(£ sales – value)

Flair

Hasbro

LEGO Minifigures

LEGO

Hot Wheels Single Cars 1:64

Mattel

Flair

WCS Match Attaz 2015/16 Trading Cards

Topps

Spin Master

UEFA Euro 2016 France Stickers Pack

Panini

Flair

UEFA Euro 2016 Adrenalyn XI Booster Pack

Panini

Mookie Toys

Match Attax Extra 2016 Trading Cards

Topps

LEGO Star Wars Millennium Falcon

LEGO

Star Monsters Series 1 Blind Bag

Hot Wheels Single Car Assortment

Mattel

Shopkins 5 Pack

10. Shopkins Shoppies Doll Assortment

Flair

10. Play-Doh Single Tub Assortment

LEGO

Esdevium Flair Hasbro

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, Entertainer, Firebox, Halfords, Hamleys, John Lewis, Mothercare, Sainsbury’s, Shop Direct, Tesco, Toymaster, Toys R Us, Whsmiths, Wilkinsons. NPD estimates that the epos now accounts for 75% of the total UK toy market.

01932 355 580 www.toynews-online.biz

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APPOINTMENTS

Industry moves This month, Bandai promotes Amy Davolls, iGen gains a new MD and insight executive, while Mattel taps a new creative director. Elsewhere, Bladez Toyz features as our Team of the Month, revealing who the office joker is TEAM OF THE MONTH: BLADEZ TOYZ Who’s in the team? We have Iain Morgan, CEO, Emma Costello, operations director, Daniel Abdelmassih, product development director, Bonnie Knight, shipping and logistics manager, Sarah Morgan, fulfilment officer, Beth Oliver, customer service and shipping admin, Keiran Peoples, national accounts manager, Beth Jobber, UK key accounts manager and Jess Jackson, sales administrator. We also have Tom Cane, product development manager, Jim Davey, product development manager, Billy Nicholson, junior graphic designer, James Bruton, master innovation design engineer, John Pu, production

Bandai n The company is boosting its sales team with the promotion of AMY DAVOLLS to the position of head of sales. Davolls first joined the toy firm in 2000, and has held numerous roles in operations and sales over the past 16 years. Davolls said: “I am delighted to step up to the role as Bandai begins a very exciting phase. “I am looking forward to driving our business and working with our customers.”

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manager, Chris Burt, product development manager, Rachael Hughes, accountant and Steph Parr, finance admin. What have the last 12 months been like? We have had huge success with our RC Inflatable Minions and Star Wars characters; the release of both movies in 2015 saw demand for our products soar. What’s your favourite part of working in the toy industry? The people – this industry is great fun all year around. What are some of the challenges you face?

iGen Insight n This month the company is welcoming MAXINE FOX as its new MD (pictured). Prior to her new role, Fox held the position of associate director at iGen. Dean Weller, CEO of iGen, said: ”This promotion is in reflection of Maxine’s transformative leadership within the company, accelerating the agency’s offering and standing within the kids, youth and family insight space.” In addition, MONIKA GORASIA is joining iGen as the firm’s new insight executive. Mattel n Mattel has revealed that designer JONATHAN ADLER will be joining the

At this time of year we are focusing on planning production and arranging shipments for the year, and there are nearly always problems in this area. What are you working on now? We are working on our new preschool licensed lines, including Teletubbies and Peppa Pig.

firm as creative director for its Fisher-Price brand. Adler will be responsible for designing baby furniture, apparel and toys for Fisher-Price, with his first premium priced collection set to launch in September. Prior to his new role, Adler created collections for retailers including Barneys in New York. Hasbro n The firm has revealed that GREG LEEDS is stepping down from his position as president of Wizards of the Coast, and will be replaced by CHRIS COCKS. Cocks (pictured) will start his role on June 6th, having formerly served roles as VP of OEM technical sales at Microsoft and VP of educational games at LeapFrog.

We’re also working on some top secret, licensed lines for 2017. Who’s the office joker? Has to be Iain, our CEO. He’s always pulling pranks. Who makes the best cuppa? Got to be Rach, she’s always on the first cuppa of the day.

John Frascotti, president of Hasbro Brands, said: “I’m confident Chris is the right person to help us build on the tremendous momentum around our brands and take the franchise to the next level.” PMS International Group n This month, PMS International has named RUTH LEONARD as the company’s new head of brand and licensing. In her new role, Leonard will be responsible for marketing the firm’s existing licences and managing the development of a new licensing and marketing strategy. Leonard said: “I am so excited to get my teeth into such a wonderful role, the opportunity at PMS International is staggering, offering a world of opportunity.”

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OPINION

Digital revolution Steve Reece takes a look at the one monumental shift of this millennium - the mass adoption of the internet - and how it continues to shape the toy industry

If the next 15 years or so are as marvellously disruptive as the last 15, it’s going to be one hell of a ride.

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

his millennium has so far seen unparalleled change in the toy industry - from the loss of big hitting retail stalwarts Woolworths, to the ongoing drive to look for alternative sourcing solutions to China. We’ve seen toy companies looking to own the whole content process from production to distribution, and, to the surprise of cynics, some achieved that with great success. However, the one monumental revolutionary happening of this millennium is the mass adoption of the internet. In centuries to come, children will study the Internet revolution in school with as much interest as our generation studied the industrial revolution. In historical terms, we’re still in the infancy of the internet.

Yet despite that, retail has been thoroughly disrupted. It seems like a very long time ago, but 15 years ago during my time at Hasbro, I was one of a team of people working on launching a customisable Monopoly game with the customisation and ordering process managed via a website. That now seems like nothing very challenging or even that special, but back then it was ground-breaking. I would say it was one of the most challenging projects I have ever worked on as we tried to embrace the internet revolution with a product so dependent on crossing uncharted territory with the most powerful and ubiquitous board game brand. Eventually, such direct-toconsumer initiatives have led to the surmounting of traditional

product launch barriers (toy companies and retailers as gatekeepers to the consumer) being, if not smashed, at least robustly challenged by the crowdfunding phenomenon. Content viewing has also been utterly transformed. When I explain to kids about only having three TV channels to watch when I was their age, they can’t comprehend it. YouTube has forever opened the gates to content distribution, and all sorts of weird and wonderful stuff is now driving consumer interest and product sales with fewer barriers to content production and distribution than ever before. One thing’s for sure, if the next 15 years or so are as marvellously disruptive as the last 15, it’s going to be one hell of a ride.

Try before you buy Ian Davis, owner of Cardiff-based board game mecca Rules of Play, explains why demoing products and hosting special game nights is a winning idea for indies

After six years in the board game business, we know it’s not enough to drop a few favourite games on the table and hope for the best.

ABOUT THE AUTHOR Ian Davis is the owner of Cardiff-based board game store, Rules of Play. Contact him on 029 2022 1695.

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here aren’t many things out there you can ‘try before you buy’ - luckily, that’s not the case for board games. At Rules of Play, we know that ‘games sell games’. At our weekly Board Game Bar, attendees have over 100 games to pick from. It’s not unusual for a group to go through four or five games over the evening, and our trained staff are on hand to help them choose which ones to set up and start playing. However, after six years in the board game business, we know it’s not enough to just drop a few favourite games on a table and hope for the best. Our weekly Board Game Bar is geared towards students, couples, and an older crowd, but we’ve also hosted events specifically

for children in schools, birthday parties, for the members of Mensa at conferences, and for those involved with a local Social Care Research Society. Each group of people comes with their own unique taste in gaming, and it’s crucial that we provide the right kind of games those people want to play. Offering the chance to ‘try before you buy’ and test out

a game is a winning idea. Our customers love the sense of freedom this brings, and we know they’re buying something they enjoy. Games publishers are getting better at recognising the importance of this hands-on customer experience but we’d love to see more embracing it by offering retailers demo copies. Help us get more people, the right people, playing your games.

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OPINION

Connected play Richard Heayes takes a look a the wave of new products fusing digital and traditional forms of play, making a case that we shouldn’t be afraid to mix things up

As offline and online worlds fuse together, companies must re-evaluate what they are doing and how they are tuning their offering.

ABOUT THE AUTHOR Richard Heayes is an award-winning inventor and designer at Heayes Design, and a supporter of all things playful. Contact him at richard.heayesdesign.com.

new smartphone has gone on sale in India for $4. Yes that isn’t a typo. These devices will connect a whole generation of Indian families who do not own an internet connected device. In the West, we’ve gradually migrated to these devices over the last 20 years, so we don’t notice the profound impact they’ve had on us. Nowadays, babies and children can enjoy nursery gadgets, interactive tablet stories and can play with plenty of smartphones often lying around the house. It transforms how kids see the world and their place in it. It is also transforming their playtime faster than we like to admit. Many parents are trying to fight back with digital downtime and more ‘family time’. Finding

this time is becoming increasingly difficult, considering the world of tech is bringing in heavy artillery with VR and even more connected and immersive worlds. As the offline and online worlds continue to fuse together, it is forcing any company making physical consumer products to reevaluate what they are doing and how to tune their offering. 99 per cent of toys and tabletop games are entirely offline, although every year we see new ways to try and merge these worlds together.

We all know that there have been some bumps in the road over the last five years, but that should not taint our view of fusion products. Judge each one on its individual experience and benefits. I’ve spent many hours developing products that ‘fuse’. These concepts should always try to be ‘1+1=3’, but often we see ones that are ‘1+1=0’. It’s all about keeping it simple. The best examples solve pain points and add extra play value. Cartamundi’s Shuffle range adds new fusion gameplay. Sphero’s BB-8 uses the app to add character and story. And then there’s toys-to-life. Fusion can be fun. Mixing things together leads to unique outcomes that would not otherwise have existed by themselves. We mustn’t be afraid to mix it up, even if at first it might not seem like a good idea.

Blogging brigade Mimram Media director Lisa Carter shines a spotlight on why bloggers, in a shifting media landscape, are no longer a sideshow in the shadow of the mainstream players

The most influential parenting bloggers in the UK have readerships that challenge most traditional specialist media.

ABOUT THE AUTHOR Lisa Carter is the former managing editor and publisher of ToyNews and is now director of Mimram Media. She can be contacted via lisa.carter@mimrammedia. To ﬁnd out more about FunFest, visit www. funfestuk.com

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onsumer media is going through a seismic shift at present. Even the most conservative (with a small ‘c’) are increasingly choosing online as their preferred medium – just look at the rise of the Mail Online: the biggest online newspaper globally (God help us). Newspapers and magazines are being forced to shift their focus. The Guardian has recently had to explain a 20p price rise due to a significant decline in advertising, as their traditional supporters look for other marketing opportunities. Trade media, thankfully, seems to be fairly immune to this shift for now – and certainly within the toy business. A targeted trade audience is often better served by traditional marketing and PR

efforts. But targeting consumers with your PR and marketing messages is more complicated. Since leaving ToyNews’ parent company NewBay Media, I’ve been working with a couple of other former colleagues, managing PR and content marketing for a number of companies, mainly in the retail, book publishing and video games sector. On a PR level we’ve secured pieces with The Telegraph, The Guardian, New Statesman, BBC and more. But one area which has proved responsive and effective is blogging. Bloggers are no longer a sideshow in the shadow of the mainstream media. And for anyone working in toys, they are an invaluable source of feedback, as well as promotion. The most influential parenting bloggers in the UK have

readerships that challenge most traditional specialist media. And, importantly, they are hugely active on social media, personally addressing their readers. There are downsides, of course. Many ‘mummy’ bloggers set up their websites on maternity leave and then phase out as their kids go to school and they go back to work. But if you’re not currently working with bloggers and vloggers, you should certainly consider including them in your media and marketing efforts. Here at Mimram Media, we worked last year with MI PR Global to launch the FunFest Summit. It will return this September at Whittlebury Hall. If you want to know more about the vibrant parent blogger community, you’d do much worse than starting there.

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4/20/16 14:21

CROWDFUNDING FOCUS

Cubetto: Coding play-set Billed as a ‘playful programming language you can touch’, Cubetto has been designed to help more kids gain an interest in coding. Jade Burke catches up with Filippo Yacob, co-founder and CEO of Primo Toys, who reveals why the cube was created without a screen and how retailers can get on board with this wooden tech toy Platform: Kickstarter Goal: $100,000 Campaign status: Funded How does Cubetto work? Cubetto is made up of three elements, a wooden robot called Cubetto, a physical programming console and map, and a set of 16 colorful coding blocks that make up a real programming language players can touch. Children can use the map to create a story for Cubetto, by choosing a starting point and a destination. Then they can write a program for Cubetto by arranging the blocks in the order they want them carried out. Finally, all they have to do is press the start button, and watch Cubetto execute its first line of code. What has reception been like to Cubetto so far? The reception has been phenomenal. We have become Kickstarter’s most funded ed-tech project ever, with over $1.5 million pledged and over 6,000 backers. Parents, educators and bloggers around the world have really taken the play-set to heart. Why did you avoid integrating a screen for Cubetto? We’re definitely not anti-screen. However, we do believe that by taking programming away from the screen, and using a handson, block-based programming language, Cubetto develops these skills and logic in a way specifically tailored for early learning. What are your thoughts on crowdfunding websites? We love Kickstarter. We just closed the most funded ed-tech project ever. During February this year we raised over £300,000 via CrowdCube, so we love that site too.

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We can’t speak for everyone, but for us, both Kickstarter and CrowdCube have been brilliant ways to speak directly with a global community of investors and supporters, who believe in our product and mission.

The reception has been phenomenal. We have become Kickstarter’s most funded ed-tech project ever. Filippo Yacob, Primo Toys

What made you choose a crowdfunding platform to launch the play-set? Our previous Kickstarter campaign helped us launch our first product.

Returning for another campaign was the easiest way to offer our new product to our original backers at a discounted price. Since Kickstarter is a community for early adopters who care about education, storytelling, technology and the future, it’s the perfect platform to introduce Cubetto to additional educators, parents and children. How important is it to teach kids how to code? At Primo Toys, we believe that programming is a new literacy, and should therefore be prioritised from an early age. We think that children should be introduced to programming when they start learning how to read and write, and our smart toys begin with the ABCs. Being introduced to the environment of programming, and the language of algorithms,

debugging and functions helps to give them the foundations necessary to succeed in today’s digital age. How can toy retailers get on board with Cubetto? We’re currently looking to work with select retailers who share our passion for education and design. We’ll begin reaching out to them in the coming months. What’s next for you guys? Our immediate priority is to ensure that all our backers receive their play-sets on time as the new school year starts. After that, we’ll be focusing on building our e-commerce platform on Primotoys.com, speaking with new retail partners, gearing up to key sales periods like back-toschool and focusing on our mission to create a new global standard in early programming education.

www.toynews-online.biz

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TOY TRUST UPDATE

UPDATE MAY 2016

THE TOY TRUST BIG CAMBRIDGE CHALLENGE A MESSAGE FROM NICK AUSTIN

It’s just two months to go till you all don your cycle helmets, put on your running shoes, or strap a parachute to your backs for The Toy Trust’s Big Cambridge Challenge. I speak for the whole of the Toy Trust Committee when I say thank you in advance for all the hard work you will be putting in both with your training and your fundraising. This year, we once again aim to beat all previous years in the amounts we raise. With this in mind, we would like to thank ToyNews for donating this double page space in bringing you up to date with why this much looked forward to event in the calendar is so worthwhile. So take a few minutes to bring yourself up-to-date and, if you haven’t done so already, think about sponsoring someone who is taking part. Nick Austin

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THE CHALLENGE IN A NUTSHELL The Toy Trust Big Cambridge Challenge fundraising day for summer 2016 takes place on Saturday, July 2nd and will be based at Grafham Water and Wyboston, both near Bedford, with an evening celebration at the end of the day at the nearby Wyboston Lakes Hotel. There will be a half marathon, a 10km run, a 80-mile circular bike ride, a 10-mile family walk and family bike ride around Grafham

Water. For the daring there will also be a Tandem Skydive at a nearby airfield. 200 industry colleagues will be taking part, with many more joining us for the celebration afterwards. For more information about the event or to take up one of the very few remaining spaces, head to: www.btha.co.uk/toy-trust/ toy-trust-2016-events/bigcambridge-challenge-2016

WHAT ELSE IS HAPPENING WITH THE TOY TRUST IN COMING MONTHS Calling all football and netball fans Friday, July 15th at Brunel University, London is the time and location of Hasbro’s annual football and netball bash. This event is another eagerly awaited sporting date in the calendar and is a time for toy suppliers and associates to get competitive with some fun team sports. It costs just £200 to enter a team, and all proceeds go to the Toy Trust. Remember it’s the Euros this year, so what better what to get in the mood and celebrate. To be involved, contact: football.tournament@hasbro.com

Toy Trust Big Cake Bake At time of going to print we are eagerly awaiting the results of the yearly bake-off for the charity. Make sure you check out the BTHA website to see who won!

New Toy Trust Committee member The Toy Trust is pleased to announce the arrival of a new committee member. Nat Southworth has been group sales director at Hornby for the past six years, having been in the industry for 13 years. His first role was a toy buyer for Asda, followed by roles in marketing at Vivid Imaginations and HTI, before joining the sales team at Hornby in 2010. On joining the committee, he said: “I’m delighted to join the Toy Trust Committee to support the work the industry does to give back to society and particularly children across the globe. I’m running the half marathon at the upcoming event and while I know it’s for a good cause, Jonny Henton has challenged me to a race. I hope to see as many people enjoying the event as possible.”

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GIVING THE GIFT OF PLAY RIGHT ACROSS THE COUNTRY We have previously featured East African Playgrounds, an overseas charity who is the main beneficiary for the funds raised from the Toy Trust Big Cambridge Challenge this year. But in addition to this, the Toy Trust Committee made the collective decision to give the Gift of Play to not one, but many different children’s hospices, with the aim to make a difference to a larger number of children who are in need of it most. The theme has been chosen because the toy industry, through its varied products and enterprises, contributes so much already to the positive play experiences of children all over the world. Our aim is to make those benefits and positive play experiences a reality for many children who would not otherwise have access to this basic right of a child. While the industry is exerting itself with training and then taking part in the Big Cambridge Challenge, they do so in the knowledge that the effects of their effort will be felt across the entire country. Here’s a rundown of the hospices involved, there is sure to be one close to you:

Donna Louise Children’s Hospice in Stoke On Trent supports children with life limiting conditions and their families across Staffordshire and Cheshire. The hospice opened its doors in 2004 and also has a community nursing team.

Brian House in Blackpool is a specialist unit within Trinity Hospice specialising in palliative care for children. It is a fully equipped children’s hospice, not a holiday centre, and caters entirely for children who live on Fylde Coast and currently supports over 80 families.

Ty Hafan in Sully Wales offers care to children and support for their families throughout Wales. They offer comfort, care and support to life-limited children, young people and their families in the hospice and in the community.

The Treehouse in Ipswich is the newest of the EACH group of children’s hospices. It accommodates overnight stays for children and their families who can benefit from the multi-sensory studio, hydrotherapy pool, music room, play areas, sensory garden and more.

have minimal medical equipment and the facilities ensure that play is integral to the care.

Rachel House in Kinross is Scotland’s first children’s hospice and was opened in 1996. The hospice is a purpose-built ‘home from home’ providing accommodation for eight families from across Scotland at any one time.

St Andrews Childrens Hospice in Grimsby is the North East choice and has the aim of making each day count.

This is a place where children and young people benefit from the specialist care while their families and carers are offered support and friendship.

Acorns in Birmingham is a wellestablished children’s hospice with a far reach across the Midlands. In the last year, the hospice has supported more than 800 children and over 1,030 families.

Chestnut Tree House is the children’s hospice for East and West Sussex and South East Hampshire. It cares for 300 children and young adults from 0 to 19 years of age with progressive life-shortening conditions, both in the hospice and in their own homes.

Shooting Star Chase near Guildford supports babies and young people up to the age of 21 in London and Surrey from diagnosis till the end of life with nursing, practical, medical and all-important emotional care.

Little Bridge House in North Devon aims to provide a home from home for everyone who stays with them, and that includes parents and brothers and sisters too. The bedrooms

THANK YOU TO OUR SPONSORS As well as participants, there are other ways to directly donate to the Big Thames Challenges causes and this can be through sponsorship. This year, we have four sponsors on board already and there’s plenty of space for more. These are Generation Media, Import Services, Seven Towns and Evolution PR.

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May 19

4/20/16 16:35

BUILD-A-BEAR WORKSHOP

Bearing all After the success of its Discovery Store concept last year, Build-A-Bear Workshop’s senior MD Roger Parry is planning to triple its UK office’s size to help facilitate growth. Here, he reveals to Jade Burke the details of the firm’s new strategy, why licensing is a major push, and what’s the key to the company’s continued success What are your plans for the year ahead? We have focused this year on something which we are calling our ‘more strategy’, and that’s about reaching more people, with more products in more places. Last year, we launched our new-look store, which we call our Discovery Store format. So far we have 11 of those locations open in North America and the UK, and on average they are delivering more than double-digit increase in revenue, and we’re targeting to have 45 to 55 more of those by the end of 2016. We’re also going to be working on our outbound licensing to deliver more product to market. In terms of more people, that’s about extending our consumer appeal. So we are focusing on our core business very much, and we believe we have an opportunity to drive appeal to teens and also the gifting market. What can we expect to see from the company throughout 2016? We have products tied into some new movie releases throughout the year, and we’ll announce those as we go. Put it like this, if there’s a children’s movie coming out, you will pretty much see us engaged in that. We certainly have more Disney deals coming up throughout the year and we’re expanding our outbound licensing programme. We also have a new relationship with Spin Master, and they are going to be developing a line of complementary Build-A-Bear toys, and you will see those touching down in the autumn. You’re set to open your first store in China this year. What made you decide to go ahead and enter this region?

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We have moved with the demands of the market and grown the ratio of licensed product that we do in our stores. Roger Parry, Build-A-Bear Workshop Our first store will be at Disney Town in the new Shanghai Disney Resort, which is opening in June. We have partnered with Disney for many years, so there is a natural opportunity for us to enter that market with somebody that we already have a long-standing relationship with. Will you be opening any more stores in the UK? We will definitely be opening more stores. We’re focusing on our new Discovery Store concept, and we’re going to be opening stores in Trafford Centre and Arndale at the end of March and middle of April.

How important is the UK market to you? Hugely important, and ever since 2006, the UK market has been a major contributor both in terms of sales but also profitability to the global company. We are in the process of moving our office. We’re tripling the size of it and increasing the size of the UK head office team to facilitate our growth expectations over the next five years. You have previously launched various licensed product. Are there any new licensing deals you can shout about?

We have a couple of new licensing deals that will be coming, predominantly in the second half of the year. We continue to be very strong with Star Wars and Disney Frozen, which we did at the end of last year. We are now doing Care Bears, which is going very well for us. We’re also propagating our relationship on license for My Little Pony, which continues to be very strong and popular with our younger girls’ segments. So we’re going to continue with that licence in 2016. Is licensing a big push for you? It is a big deal for us. You have to listen to your customers and what they want, and we have moved with the demands of the market and grown the ratio of licensed product that we do in our stores. I think that has definitely been key to our continued success.

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DISCOVER the most popular

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Visit us at the show

4/19/16 10:41

TOYMASTER

Northern soul

The annual Toymaster show is once again upon us, and independents and manufacturers alike are prepping for one of the biggest order writing shows of the year. Billy Langsworthy asks suppliers about the ranges that they’re set to showcase this year, as well as why the Harrogate show remains a favourite event for so many DAVID KELLY, MANAGING DIRECTOR, MAGFORMERS UK What are you set to showcase at this year’s Toymaster event? We have a large range of over 80 products to show, but 18 of our sets retail for under £29.99 each and we’ll be giving those some focus. Our new ‘My First Line’ collection has sets from just £19.99 and these are great for younger children.

Why is Toymaster an important event to you? Magformers has been in the UK market for less than a year, so the Toymaster show is the most effective way for us to introduce Magformers to a large number of independent retailers. Will you be running any offers at the show? We will be giving a ten per cent discount across the board on all orders for delivery by the end of June. We will also be offering retailers the use of free bespoke FSDU displays and shelf screen displays, made exclusively for

us in the UK, which come with 15 inch and 14 inch media players. How important are the indies to the Magformers business? The independents are vital to us at Magformers. We have some independents who are doing fantastic business with Magformers and in many cases we’re among their most popular toys, even at this early stage. So we want to open accounts with Toymaster members and other independent retailers. What is your best Toymaster memory to date?

I won a best new product award with TOPModel in 2012 and also shot former Toymaster MD Roger Dyson with a Nerf gun when I collected it. But I’m sure my best moments are yet to come, especially with Magformers exhibiting for the first time.

STEVE ASBEY, UK SALES MANAGER, INDEPENDENTS, MATTEL brand launches: Go Jetters, DC Super Hero Girls and Bob the Builder.

What are you set to reveal at this year’s show? We are really excited to be showcasing three exciting new

Why is Toymaster an important event to you? The Toymaster show is a key event for us as it’s the first opportunity for us to present finished product across our TV lines as well as an ideal opportunity for us to present our mid-season launches.

How important are the independents to Mattel? Very important. We still have a direct sales force covering UK and Ireland independent accounts; either with a direct call or telesales which is managed by an experienced team. Twice a year we also produce a product guide for these accounts and we are conscious that our carriage paid orders need to be suitable and so keep these to a sensible level.

IAIN MORGAN, CEO, BLADEZ TOYZ What are you set to showcase at this year’s event? We’ll be showcasing a new selection of licensed pre-school toys. The range includes inflatable boppers, sleep trainers, tummy time playmats, outdoor activity toys and radio control inflatables. Why is Toymaster an important event for Bladez Toyz?

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The show is an extremely valuable opportunity for us to meet our existing members and showcase new arrivals, as well as to meet new members and discuss potential opportunities there. Will you be running any offers? We’ll be offering discounts across many lines, including 20 per cent off our advertised Teletubbies range.

How key are the indies to Bladez? Toymaster members have played a vital part in our success, and so we want to create fantastic deals in order to boost sales, and help our independent customers trade more profitably.

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TOYMASTER

KEVIN GRIFFITHS, UK KEY ACCOUNT MANAGER, UNDERGROUND TOYS What are you set to present at this year’s show? This year, we are excited to be

presenting a host of terrific new items within our award-winning Star Wars feature plush line plus new Marvel and Ghostbusters plush - all in time for this year’s movies. Additional new ranges include our fantastic Metals Die Cast character figurines. These are already proving hugely popular. Why is Toymaster an important event to you?

The Toymaster show is important to Underground Toys as it provides a one-stop opportunity to meet with the members, review current sales, trends and finalise A/W plans. How important are the indies to Underground Toys? With ever increasing sales, the independent sector is very important to Underground. We are forecasting further

growth with the indies for 2016 and beyond. What is your best Toymaster memory? Whether it’s a new product launch, the snow, floods or some great fancy dress costumes, I’m sure 2016 will be no different in leaving further memories with us all.

JO BRAY, DIRECTOR OF SALES AND MARKETING, WEST DESIGN What is West Design set to showcase this year? We are introducing the new LEGO stationery range. All of the products have the iconic LEGO

brick baseplates incorporated into the product, or in the case of the ruler, you build it yourself from base plates. We will also be showcasing the new Creativity for Kids kits. Will you be running any offers? We have incredible deals on the brand new LEGO Stationery;

an FSDU 50 per cent off RRP, offering customers an additional 10 per cent off RRP, and many more great deals. How important are the indies to West Design? We started as an indie toy shop in Kent before we changed direction, so we know the challenges they

face. We appreciate the breadth of products they stock and the willingness to try new things. We will do all we can to support them.

STACEY DANIEL, MARKETING MANAGER, MARBEL

TOM BIBBY, AREA SALES MANAGER, HTI

What are you set to showcase this year? On display will be a selection of new items from the spring/summer range of Hape, Bullyland, Nanoblock, Kinetic Sand and more.

What are you set to showcase this year? HTI will have a selection of domestically stocked toys across licensed and in-house developed brands, as well as branded ranges available from HTI’s global partners distribution division including key lines with LEGO Storage, Mattel and Hasbro.

Why is Toymaster an important event to you? It’s important to meet our current Toymaster customers and to introduce Marbel and the brands we distribute to the Toymaster customers that we don’t currently sell to.

We also have a few products in the Toymaster catalogue this year so we will be able to show members the physical products during the show. Will you be running any offers? Yes, we will be running a show discount for all customers who place orders during the show for immediate dispatch and we will have some new pack deals which include display stands. For customers that don’t want the display stands, there are some deals without.

Why is Toymaster an important event to you? It’s an opportunity to showcase new ranges, catch up with accounts to discuss the strategy

for the rest of the year. What is your best Toymaster memory? Harrogate experienced incredible weather a few years ago. For those who were in the marquee, you will remember the sides coming up, big fans on and complimentary ice cream vans arriving. Where else could you have an ice cream whilst taking an order.

How important are the indies to Marbel? All of our customers are important but it is equally imperative to support the independents during the challenging times the High Streets are facing. What is your top show memory? Seeing the photos of our reps in Toy Story costumes was definitely a highlight.

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May 25

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TOYMASTER

DAVID BRAMFORD, SALES DIRECTOR, CHARACTER OPTIONS What are you set to showcase at this year’s Toymaster event? Our two new Tekstas will be a key attraction together with all the new craft lines which include Pom Pom Wow. This will also be the first opportunity for anyone to see an amazing new girls’ collectable range that is under strict embargo until that time.

Why is Toymaster an important event for Character Options? It’s a great way to gauge the independent toy market and it’s also the friendliest, most fun show of the year. How important are the indies to Character Options? Indies have toys in their blood and

are still a huge destination store for children and families. We need to look after the independent toy shops as it would be a sad place without traditional toy stores on the High Street.

NICOLA BERGOT, COMMERCIAL DIRECTOR, FLAIR

LINDSAY HARDY, MARKETING DIRECTOR, TRENDS UK

What are you set to showcase? We have our brand new boys collectable, The Grossery Gang, and the exciting new movie range of Turtles. There will of course be lots of new news on Shopkins, products for the new Trolls

What are you set to showcase this year? We have a very exciting line-up, including a Shopkins Kinstructions range from The Bridge, creative Play-Doh Play and Put Away items from PPG and the TV promoted craft brand Fairylane SparkletopiaWe are also launching the highly anticipated new Peppa Pig ELAs. The NERF Elite Spinning Target and Alien Mission game from Megableu will be featured also in the Toymaster catalogue.

movie, and the welcome return of Puppy in My Pocket. How key are the indies to Flair? Indies have always been important to us, and they are a significant part of our annual business. Best Toymaster memory? I’m afraid Lindsay Hardy and I took a joint vow of silence on anything going to print from previous years’ misdemeanours.

since Toy Fair and hear valuable feedback (good and bad) from the most knowledgeable retailers in the business. Will you be running any offers at the show? Orders over £500 placed at the Toymaster Show and shipped before September 1st 2016 will receive a special discount.

Why is Toymaster an important event to you? It is a great opportunity to show how things have progressed

SARAH HUNT, NATIONAL ACCOUNT EXECUTIVE, SPIN MASTER What are you showcasing this year? Spin Master’s Noddy range, based on the new show, will offer retailers the chance to capitalise on its anticipated success. This Spring, Paw Patrol returns to Nick Jr. with series three, and Spin Master have not wasted any time in developing air themed toys from the new series. We’ll also have the latest products

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from the Kinectic Sand, Chubby Puppies and Air Hogs brands, as well as Batman themed Spy Gear and lines based on The Secret Life of Pets and the Angry Birds movie. Why is Toymaster an important event to you? Not only is it an amazing opportunity to showcase new product, but it also gives us the chance to spend time face to face with members, which not only helps us get to know them better on an individual basis but also allows us to gather crucial feedback.

Will you be running any show offers? There’ll be a 10 per cent off Noddy offer, 10 per cent off selected Kinetic Sand lines and deals across Spy Gear, Sew Cool, Bendaroos and Meccano. How important are the indies to Spin Master? Independents are a major part of our business, collectively they account for approximate 12

per cent of our business. Yearon-year, we have seen growth of 110 per cent across total independents with Toymaster members accounting for 83 per cent of this growth.

www.toynews-online.biz

4/20/16 16:41

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TOYMASTER

DEREK SCOTT, GENERAL SALES MANAGER, RAVENSBURGER What are you set to showcase at this year’s Toymaster event? Our new 3D collection and expanded games range will be a key focus. It will also be our first Toymaster show since Ravensburger’s purchase of BRIO. Why is Toymaster an important event to you? We have always had a presence at the Toymaster Show and will

continue to do so, because the members support the show so enthusiastically. It is our relationships with the members that makes the show so important to us. Will you be running any offers? Oh yes, we always look to support the members with some great deals, offering money-off promotions on the key ranges and TV advertised lines.

Best Toymaster memory? I remember nearly 20 years ago going to the show for the first time, and experiencing the banter and silly pranks between friends, colleagues and competitors. Nothing has changed. It’s what makes the show memorable and great fun.

CHRIS BEARDMORE, UK RETAIL SALES MANAGER, LEARNING RESOURCES What are you set to showcase this year? We’re exhibiting our early years science ranges including Primary Science and GeoSafari

Jr. We will also be showcasing our Playfoam range, the mess-free sculpting material for tactile and sensory learning. Will you be running any offers? We will be offering an extra five per cent discount on all orders taken at the show and a three-fortwo offer on our Playfoam range.

How important are the indies to Learning Resources? Very important. There is an ever increasing shift of consumer purchases moving to online, however, it also still remains very important for us to have our ‘hands-on’ educational products visible and available on the High Street too.

GERBIE QUILTER, SALES DIRECTOR, VIVID

STEWART MIDDLETON, MD, JUMBO GAMES

What are you set to showcase? We’ll have Thunderbirds, Care Bears, AniMagic and Fungus Amungus as well as Phlat Ball. Also, we’ll showcase Zippeeez, Charm U, the Real Baking range, Pixl 2.0, Nocto the Bat and the virtual Laser Arrow game, plus many more great lines.

What are you set to showcase? We will be showcasing over 55 new adult puzzles that will be available in June, as well as over 40 new children’s puzzles and games – our biggest launch yet.

Will you be running any offers? We’ll be running offers across all three divisions and making sure

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everyone knows about the early launch in June for Paper Plane Shooter and Flip A Zoo How key are the indies to Vivid? Toymaster collectively represents a great portion of the independent toy sector and they are a major part of our customer base for the UK and Ireland. Best Toymaster memory? One year, we were in the marque experiencing a couple of scorching days. On the second day, one of our agents, Graham Hurrell, turned up in shorts, but still had his notorious red socks on!

Why is Toymaster Show an important event to you? It’s the best opportunity to catch up with the independents and listen to what they have to say, and with double our usual space.

What is your best Toymaster memory? It’s always a very enjoyable few days and it’s good to socialise en masse. I have lots of interesting memories surrounding key senior toy personalities making an exhibition of themselves (we all know who they are).

www.toynews-online.biz

4/20/16 16:41

TOYMASTER

MARK INNETT, NATIONAL ACCOUNT MANAGER, RE:CREATION What are you set to showcase this year? A key line would be our LEGO Lights range. It’s a real winner at retail offering impulse price points on ever popular themes. We have some exciting new news to announce for our Make-aBar Chocolate Factory range and as the demand for family games continues, we are looking forward to showcasing our range of new games, including Who Tooted? and the electronic title, Spy Code. Our Snuggables plush lines Stretchkins and Bright Light Pillow continue to perform well and we’ll be showcasing new

additions and refreshes to these lines. We’ll also have plenty of big reveals for Razor, including the new Crazy Cart Shift and RipSurf. Why is Toymaster such an important event to you? This gives us an excellent opportunity to discuss directly with business owners our core brands and for store owners to see our key products before they select lines for their 2016 ranges. It is a real two way street as it offers the opportunity for us to receive feedback and to discuss how we as a business are supporting this key independent retail sector. The show provides us the opportunity to share one to one our marketing plans for the second half of the year. We regard it as a must-attend event.

How key are the independent stores to Re:creation? We regard independents as a key channel for our business. This hugely important channel enables us to reach a broader consumer base nationwide and the relationships that business owners can develop with their customers can offer great insights for us.

What is your best memory from Toymaster shows gone by? It’s always been a fun event with an extremely dedicated team. There’s a great sense that we’re all working together with one goal – to drive successful independent retail channels. And the brilliant social events also hold a lasting memory or two of course.

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The Majestic Hotel, Ripon Road, Harrogate HG1 2HU located in the marquee.

07/04/2016 16:59:21

May 29

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4/12/16 15:02

NEWS MEDIA

DEDICATED MONTHLY LICENSING COVERAGE FOR THE UK

OPINION

Big screen beckons for Mattel Creations The new division has a slate spanning live-action movies, video games, TV shows based on the American Girl and Barbie brands, as well as feature-length specials for Fireman Sam, Thomas & Friends and Bob the Builder

BY BILLY LANGSWORTHY

attel’s new content creation division, Mattel Creations, is making a serious play for big screen success. While LEGO and Hasbro Studios have enjoyed box office success with the likes of The LEGO Movie and the Transformers franchise, Mattel has largely kept its properties out of cinemas, until now. Mattel’s previous film production arm, Playground Productions, had Barbie, Monster High and Masters of the Universe films in development before being swallowed by the Mattel Creations umbrella, but plans to bring IP to the big screen remain intact. “We definitely have plans to be in the theatrical space,” Christopher Keenan, senior vice president,

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global content and executive producer at Mattel Creations, told ToyNews. “There are various deals with studios around theatrical developments for a couple of our brands. The plan, without

one team and we’re benefitting from the expertise and technical skill of all three teams under one banner, and we’re partnering with the best in class partners, whether it’s digital, episodic animation, television or live action.

There are various deals with studios around theatrical developments for a couple of our brands. The plan is to move in that direction with a variety of our IP. Christopher Keenan, Mattel Creations mentioning any specific titles, is to move in that direction with a variety of our brands. “Playground Productions, the HIT content creation team and the American Girl content creation team have all come together into

“We’re setting up each project in a unique way so our involvement, creatively or otherwise, will vary, title to title.” The first projects launched under Mattel Creations are TV shows WellieWishers (pictured above),

from the American Girl brand, and Dreamtopia, a Barbie spin-off, but Keenan believes Mattel’s wider portfolio is ripe for adaptations. Keenan added: “In terms of which properties rise to the top, those that have character at the heart of the product tend to be more ripe for development or production, than those that are object or game-based without storytelling behind them. Those need a bit more heavy lifting. “Most recently, we’ve also seen a lot of nostalgia plays where people are responding to IP and characters that have been around. We’re finding that those properties are now ripe for resurgence.” Also announced from Mattel Creations are TV specials Bob the Builder: Mega Machines, Postman Pat: Alien Alert and Thomas & Friends: The Great Race.

May 31

4/13/16 15:49

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20/04/2016 10:34 4/20/16 15:08

NEWS

RSPCA ‘blown away’ by consumer love for collectable trading cards Distributed in the UK by Dracco, the trading cards designed to promote the importance of animal welfare have ‘held their own’ and are ‘flying off the shelves’ in the face of strong competition in a busy marketplace BY ROBERT HUTCHINS

he RSPCA has been ‘blown away’ by the response to its hit line of officially licensed trading cards, with the range ‘flying off the shelves’ since its launch back in February. According to Atlas Brands – the team behind the cards that aim to educate youngsters on animal welfare – the line continues to perform very well in the face of strong competition in a busy market place. Back in February this year, the animal welfare charity teamed with Atlas Brands to launch its first range of RSPCA trading cards to help promote the importance of caring for animals in a new fun and engaging way.

To date, sales have been made through supermarket Tesco and retailer McColls, as well as the RSPCA’s own online shop where

the packets for the collectable cards have reportedly been ‘flying off the shelves and into supporters’ homes’.

“We are blown away with the great response we have had regarding this new line of collectable trading cards,” Amy Lutman, RSPCA’s licensing executive, told ToyNews. “Our RSPCA trading cards have held their own in a very busy market place and they have performed really well up against some famous brands out there. It goes to show, sometimes an educational alternative can thrive in a very heavily TV and film dominated industry.” Distributed in the UK by Dracco, the RSPCA trading card collection feature packs of nine animal cards retailing at £1 each. In addition, proceeds from the sale of each trading card packet will be donated to the charity. Dracco: 0845 365 3030

Bratz and Project MC2 rev up MGA’s RC offering The firm has outlined its plans to enrich and bring new angles to the RC sector with its leading fashion doll property Bratz and STEM-inspired brand Project MC2, alongside its new boys’ drones toy line, Air Wars BY ROBERT HUTCHINS MGA Entertainment is targeting the RC sector as its next frontier of growth, lead by a portfolio of IPs. As consumer demand for RC and drones grows stronger, the toymaker has issued a statement of intent to bring some new players to the growing market. Fashion dolls brand Bratz is leading the charge for MGA Entertainment in the RC space, as its leading ladies Cloe and Yasmin climb onto the hoverboard trend with new RC hoverboard dolls. Retailing at £39.99, the line sees each RC hoverboard come

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with its own doll and protective accessories that can be clipped into the doll stand on the board. Meanwhile, the company’s STEM-focused brand Project MC2 is making tracks in the sector with its steam powered RC car. “The RC sector presents an exciting opportunity for MGA,” said Michelle Lilley, marketing manager at MGA Entertainment. “It really does appear to be thriving at the moment and seems to suit our brands

with a slightly older demographic such as Bratz and Project MC2.” Nicola Mellor, EMEA brand manager at MGA Entertainment, added: “The success of the Bratz RC car that featured in the 2015 range proved that RC products are not just for boys. With that in mind, we are launching two new exciting RC products.” MGA is

looking to further enrich the RC market with the launch of its Air Wars Battle Drones line, “Air Wars is tapping into an emerging market, and it should really develop interest with young boys who want to competitively fly drones,” continued Lilley. While early indications to the new lines have been called ‘very positive’, the firm wants to see how the market performs before making a sweeping commitment, but it does tease that with Bratz now involved, it is a market it believes offers a very ‘exciting proposition’ for MGA. MGA: 0845 0533 333

May 33

4/20/16 16:01

GOOD LUCK TROLLS

Anatomy of a blockbuster toy:

Good Luck Trolls With its crazy hair and potbellies, the Good Luck Trolls are toy royalty. Huge in both the Sixties and the Nineties, the rewards were not reaped by creators Dam Things as it was plagued by copycats during both crazes. In fact, the extraordinary true story behind Trolls contains everything but a fire in an orphanage (that happened in the factory instead). Dam Things CEO, Calle Østergaard, reveals the mad-but-true story to Billy Langsworthy

ith its potbelly and iconic hair, Dam Things’ Good Luck Trolls is a toy icon. Despite looking like one of the sweetest creatures ever to grace a toy shelf, the story behind the Trolls is a whole different beast entirely, featuring court cases, deceitful business partners and even a factory fire. Before being associated with mad barnets, trolls were rooted in Scandinavian mythology, and while often associated as being a scary creature, the Good Luck Trolls came about as a result of

A big thank you to eBay store, Vintage Trolls & Treasures, for allowing us to use this image.

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Thomas Dam wanting to cast the creatures in a new light. “Thomas knew the way people perceived trolls but Thomas was special,” Dam Things CEO Calle Østergaard tells ToyNews. “He would cut sculptures out of wood that resembled the peasants in his little village. They weren’t necessarily flattering but they looked funny. As he grew up and had to find himself a living, he started creating wooden figures. Soon, after a trip to the US to visit his brother in 1951, he gained knowledge of how to create characters from latex.” In 1957, Dam created the first Good Luck Troll and gave it to his child, with no intention of mass producing them. That changed when a business partner stopped by the Dam household and asked Thomas to make 15 of the things for a Christmas display. Demand soon spread. “After a lot of discussion, he went ahead and built a factory, but the factory was hardly completed before it was too small and he had to extend it,” says Østergaard. “Orders came from Denmark, from Norway and from the rest of Scandinavia. Suddenly, they started to come from the UK. A company in London called Plastic Limited was the first company to get a license to produce Thomas’ Trolls.”

Factories in New Zealand and Florida soon followed, with the Good Luck Trolls landing in the US courtesy of the ‘mother of Trolls’, Inge Dykins. Østergaard continues: “Dykins was a Danish woman living in Florida. She was married to a UK oil man who travelled the world and she was bored stiff, so she started selling handcrafts in the US and got a few Trolls from a Danish friend. She said ‘they are so ugly, I must be able to sell them.’” In the early Sixties, the Good Luck Trolls had become a global phenomenon, but Dam’s fortune was short lived due to a business partner with questionable motives. “Dam got himself involved with an American partner who was supposed to take care of the business parts of the venture,” says Østergaard. “The result of his work was that Thomas lost the copyright in the

United States in a court case in 1964. That was the first disaster to hit Thomas. Not only did he lose the copyright for the US, but he then saw everyone in the US copy his Trolls. “After 1964, what had become a world phenomenon nosedived. Thomas discovered a lot of things that he didn’t know had been taking place with this partner. They owned some airplanes that he didn’t know about and they had an office on an island in South America that he’d never heard about. Money went to this place before coming to Dam in Europe.” As a result, Dam gave up on the Trolls, but in the late Eighties, a man named Steven Stark spotted the toys in Copenhagen airport and convinced Dam to get back on the horse, with Stark handling the Trolls in the US. “Stark and Dam got Trolls visible in the US again,” reveals Østergaard. “In 1988, it had

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GOOD LUCK TROLLS

become a good business but as a result of the 1965 court case, others joined in because there was no copyright.” In 1989, Russ Berrie, who had once been the number one US sales rep for the Good Luck Trolls back in the 1960s, decided to launch his own variation on the Trolls. Right after him was Ace Novelty, the company which produced Treasure Trolls, the ones with a wish stone in the belly. “From 1989 to 1994, the Trolls became the biggest toy phenomenon,” says Østergaard. “Because of the loss of copyright, there was a number of suppliers of ‘Trolls’. There were 15 different lines of them at one point. We were all competing and putting products that looked the same into the market, so in 1994 the market completely broke and you could hardly give a Troll away.” The retail turnover worldwide for Trolls, in all their forms, was between $3bn to $5bn in that short period of time in the Nineties. Due to copycats, Dam Trolls was responsible for under five per cent of that. A few years earlier, in 1989, the US joined the Berne Convention, whose members had to give the same protection to anything protected in countries that are part of the Convention as they would give to their own authors. This could have changed things for Dam, but the Danish Ministry of Culture didn’t let its people know until almost a decade later. But, just as the firm was in a position to tackle the copycats, disaster struck in 1998. Østergaard explains: “We were stopped by a big factory fire that

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Good Luck Trolls creator Thomas Dam pictured holding some of his first Troll creations.

hit us just as we were about to start exporting to the US again. It postponed everything for a year while we rebuilt.” To add insult to injury, another firm launched a wave of Trolls during the year-long layoff, selling an estimated eight million Trolls

to court - including Disney for the use of the Troll in Toy Story and Toy Story 2, which we very pleasantly settled – but we had to do something about the US manufacturing of Troll copies. “We went against Russ Berrie in 2001 and was fighting that

When starting out, Thomas Dam would cut sculptures out of wood that resembled the peasants in his little village. They weren’t necessarily flattering, but they looked funny. Calle Østergaard, CEO, Dam Things while Dam had its hands full with the remains of its factory. “That kicked off our determination that we had to do something about the copyright,” says Østergaard. “On weak legs, we decided to try to enforce against everyone else. We took someone to court in the UK, and then in Germany, and learnt how to protect our copyright. We had taken a sufficient amount of companies

company for years. He had benefitted from Trolls enormously in the Nineties. Dykins is known as the ‘mother of Trolls’ in the US while Thomas Dam is described as ‘father of Trolls.’ Russ Berrie is known as ‘king of Trolls’, but that was only because he produced so many copies.” Berrie decided to settle in 2004 and a joint statement between Dam Things and Berrie saw him acknowledge that the rightful

owner of Trolls in all variations was Thomas Dam. He also signed over all rights to Dam of the universe known as ‘Russ Trolls’. “The ruling became a huge thing as everyone in the industry then knew that if you wanted to do something with Good Luck Trolls, you had to speak to the Dam guys in Denmark because they’re crazy and aggressive and will sue you if you didn’t,” adds Østergaard. So, after decades of copycats, court cases and a factory fire, the Good Luck Trolls looks to have finally found its happy ending in a deal with DreamWorks. “As we had the exclusive rights to grant, we had pitches with different studios and to my surprise, there was a lot of interest in creating the Trolls movie,” says Østergaard. “Thomas always wanted a movie for his Trolls and now he can look down and see what it became.” As well as having the rights to creating movies and TV shows, DreamWorks also now owns the Good Luck Trolls copyright, aside from in Scandinavia, where Dam Things is now concentrating on a brand new line of Trolls aimed at adult collectors. While Trolls is set to hit UK cinemas in October, most would agree that the trials and tribulations of the story behind Dam’s Good Luck Trolls could hold its own on the big screen too. “That’s actually the plan,” reveals Østergaard. “We are in the early stages of writing a book, and then we’ll see if we can do a movie. If I didn’t know it all to be fact, I’d have a hard time believing it.”

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Pre-School A MONTHLY GUIDE DEDICATED TO THE BIGGEST SECTOR IN TOYS

NEWS MEDIA OPINION

Paw Patrol to reach dizzying new heights this year, says Spin Master The Paw Patrol co-owner and master toy partner has teased a ‘very exciting year’ ahead for the hit brand, with new Air Rescue themes heading to retail as it looks to bolster its presence in the pre-school market BY JADE BURKE

opular pre-school property Paw Patrol is enjoying ‘huge momentum’ that will help take it to new levels of success for the year ahead. Master toy partner and coowner Spin Master has revealed to ToyNews that it has high expectations for its new line of Paw Patrol toys, following what it has billed a ‘very strong year’for the brand throughout 2015. “We’re seeing huge momentum behind Paw Patrol in 2016,” explained Emma Eden, marketing manager at Spin Master. “We have some incredibly exciting things coming up before we even launch our fantastic autumn/winter range.” Despite The Air Rescue segment only just hitting shelves, Spin Master has already experienced positive feedback from the US market where the line has proved to be very popular. “We expect to see the Air Patroller and Air Rescue Pups quickly enter the top ten selling Paw Patrol toys,” Eden added. The new collection boasts a flying theme featuring an Air Patroller and line of Collectable Air Rescue Pups that don flight suits and removable flight packs. According to the firm these will provide a new unique play pattern for kids. “The flying theme is simple but its adds another point of difference and a great play pattern.

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We have some very exciting things in store for Paw Patrol, and that’s before we even launch the fantastic A/W range this year. Emma Eden, Spin Master

“We’ve seen children collect the entire Paw Patrol range and believe that Air Rescue will be no different.” With a portfolio spanning crafts, puzzles, construction toys and outdoor lines, the pre-school

market presents a key area of growth for Spin Master. “Pre-school is an expanding area for us with the launch of our Noddy Toyland Detective master toy range this summer,” said Eden.

“As a home grown property Paw Patrol is hugely important to Spin Master and we are looking forward to building a long lasting, evergreen brand,” Spin Master: 01628 535 000

May 37

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4/19/16 12:16

NEWS

“Expectations are high” for Trends UK’s new pre-school lines Two fresh ranges are on the way this year, including a Peppa Pig collection featuring a camper van and microphone, and a Play-Doh line boasting an EZ Mat to help avoid any mess with the famous putty BY JADE BURKE

rends UK looks set to build on its pre-school offering this year, with two new properties making its way to consumers. The firm is launching a new line of Peppa Pig electronic learning toys for summer 2016, along with a new Play-Doh Play and Put Away range, both from Perpetual Play Group. Lindsay Hardy, marketing director for Trends UK, told ToyNews: “Both are classic, evergreen properties and our expectations are high. “Mums are looking for the endorsement of great brands in this pre-school area and these two have exceptional pedigree,

plus huge marketing support from Entertainment One and Hasbro on their respective properties.” Designed to help pre-schoolers develop early learning skills, the

Peppa Pig line will boast a camper van, a flip phone, a microphone and a laptop. “The toys will take children through various steps encouraging

them to listen, observe and interact,” explained Hardy. “There’s lots of fun, giggles and snorts as they develop early learning skills including understanding colours, phonetics and numeracy amongst others.” Meanwhile, Hardy believes the new Play-Doh offering will be a hit with mums as the range boasts a Create ‘n’ Store EZ Mat, which will help to keep floors clean. “Mums struggle to get kids to put anything away,” continued Hardy. “These items make it easy. The Big Bucket stops the dough drying out and the EZ Mat draws up into a handy bag to hold all the bits and pieces.” Trends UK: 01295 768 078

Mattel looks ahead to a major year for Fisher-Price The company is launching a new Think & Learn range as well as fresh Bob the Builder toys based on the new series BY JADE BURKE Mattel is preparing for a promising year in the pre-school space, as the company readies a slate of new products for kids to enjoy. According to the firm, 2016 is going to be a big year for FisherPrice’s pre-school portfolio, with the upcoming launch of a new learning line as well as a fresh licensed range. Wendy Hill, director of brand activation at Mattel UK, told ToyNews: “2016 is going to be a big year for Fisher-Price’s pre-school portfolio. “Completely new to the brand is the launch of our Think & Learn pre-school learning range that encourages development and experimentation through fun, interactive, hands-on play.”

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But that’s not all, as Mattel has also revealed it is looking forward to the launch of its Bob the Builder line, which will focus on vehicles and role-play items from the new series.

In addition, Mattel is looking forward to developing more partnerships with brands in the future, as Hill explained: “We are very excited to build on our partnerships and also continue

to build on our strong heritage and powerful brand philosophy by encouraging natural discovery and learning through play.” With the pre-school market not showing any signs of slowing down, Hill believes the sector will continue to be one of the most competitive in the toy space. “The pre-school market is growing and with the continued rise in exciting and fresh preschool content available not only on TV, but also digitally, the consumer appetite will only continue to build,” explains Hill. “Brands, licensors and retailers need to work together to stay ahead of key trends and ensure innovation is an integral part of their pre-school offering.” Mattel: 01628 500 000

May 39

4/20/16 17:01

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Retail Only

NEWS MEDIA

DEDICATED MONTHLY RETAIL COVERAGE

OPINION

Retailers call for quicker action as counterfeit concerns continue Retailers across the country have united in the belief that consumers should be better educated over the issue of fake toys on the market, and that trading standards should be clamping down harder to protect shoppers BY ROBERT HUTCHINS

uthorities need to act quicker to stamp out counterfeit toys before they reach the High Street, according to our Retail Advisory Board. Recent years have seen the black market of counterfeit goods reach new heights, as a 2015 report from the OHIM revealed that up to €1.4 billion was being lost across the EU to fake toys each year. The same report highlighted that among the countries to take the biggest hit on account of counterfeits, the UK placed second, with 11.6 per cent of the toy and game’s sector sales lost to knock-offs each year. Indie retailers across the UK are united in the belief that the problem is widespread, worsened by the standards set by giant online traders and the lack of action from local trading standards. Some of the most notable lines hit by the counterfeiters in recent years have been Bananagrams, Loom Bands and Disney’s Frozen that suffered particular plight in the Middle East.

RETAIL ADVISORY BOARD

Stuart Grant, The Entertainer

Geoff Sheffiled, The Toy Store

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“Counterfeit toys have long been an issue in the industry,” said Helen Gourley, owner of the Scottish independent retailer Toy Hub. “During the Loom Band craze, we had stalls pop up all over the place selling counterfeit goods and the local trading standards just weren’t doing anything about it.” It is not just the sales figures that are put at risk when counterfeits enter the market, and in the run-up to Christmas last year, trading

standards issued warnings over fake toys based on Disney’s film Maleficent that contained up to 18 times the legal limit of chemicals. Discount retailer, B&M also found itself in hot water with Hasbro, when it was discovered to be selling counterfeit versions of the firm’s hit party game Pie Face. But while the actions of the authorities in blocking these fake goods from entering the market has been criticised, retailers think

that the consumer needs to be better educated on counterfeits. Geoff Sheffield, director of procurement and licensing at The Toy Store, told ToyNews: “It is important that the industry is swift, not just to tackle the issue at source or indeed point of sale, but to also educate the consumer as to what is real or fake.” It’s a sentiment echoed by Toy Hub’s Gourley who found herself at the stinging end of the work of counterfeiters before she entered the toy industry when she was duped into buying fake Bananagrams products. Gourley continued: “I think educating the customer is a key way to target this issue, by making people more aware of what products are counterfeit.” However, not all are as sympathetic to those who fall for the counterfeiter’s deceit as Toy Town’s general manager Brian Simpson, stated: “We do not work directly with any factories and only source products from reputable suppliers. Anyone who goes outside of this is most certainly looking out for themselves and not their customers.”

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

Linzi Walker, Argos

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

May 41

4/20/16 15:11

INDEPENDENT SURVEY

Summer lovin’? This month’s ToyShopUK comes in an all new format as ToyNews teams with the independent toy retailer directory to discover what its listing thinks about this summer’s slate of blockbuster films. Robert Hutchins finds out

hether you’re at home in camp Marvel or more attuned to the caped crusaders of team DC, there’s one thing we can all agree on: big movies often make for even bigger business in toys. Recent years have seen the likes of Universal’s Minions and Disney’s Frozen cause a frenzy among young cinema goers, keen to get their hands on anything with

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a whiff of Anna, Elsa, Olaf or even a Stuart or Dave about it. And while a recent survey from the online marketplace eBay.co.uk indicated that Frozen fever still shows no signs of thawing out as the property placed first in its top ten most sold Disney properties, sales may just be starting to give way to the next wave of silver screen successes. LucasFilm and Disney’s Star Wars: The Force Awakens has

helped global toymaker Hasbro to one of its best first quarter results in recent history, with sales of Star Wars toys taking the firm’s overall revenue to $812 million this year. While for Mattel, even the critically-panned Batman v Superman: Dawn of Justice has held its own at retail amid toy shelves full of the latest offerings from Marvel, Disney and more. In fact, ToyNews has it on good authority that the negative

headlines received for DC’s launch into its own wider cinematic universe has done nothing to deter sales of Batman v Superman toys at retail, suggesting that even ‘critical duffers’ can still pull in the pounds. This summer sees a swathe of blockbuster titles land on the big screen, many of which arrive with very strong ties to the children’s entertainment sector already in place, including Angry Birds,

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Matt Booker, owner of the Wiltshire-based Automattic Comics and Toys has made a living selling Star Wars collectables to movie fans and collectors across the South East of England. Such a fan of the sci-fi saga, he has even found himself penning

We could be in for a good year in terms of blockbusters. My issue is that the grocers will always have first dibs on the goodies that tie in. Mitch Brown, Darth’s Hutt

Marvel’s Captain America: Civil War Teenage Mutant Ninja Turtles 2, The BFG and Ghostbusters. History dictates that armed with such a slate, the industry should be in for another injection of summer blockbuster movie revenue. But just how confident is the retail scene of this, and with the majority of the big players getting in on the deals early, just how much will filter down to the independent toy retailer? Mitch Brown, owner of collectable toy and hobbyist store Darth’s Hutt in Cheshire, believes that with the likes of Captain America: Civil War on screens, the toy space will be in for a good ride, particularly among the more niche pockets of movie fans. “Funko’s Pop! Vinyls always go down a treat before, during and after a new film’s release among www.toynews-online.biz

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both youngsters and your older collectors,” Brown told ToyNews. “I have found that action figures can be static after a short time, but the Pop! Vinyls tend to move very well in comparison. “I think we could be in for a good year in terms of summer blockbusters. However, my continuing issue is that the big boys and the grocers will always have first dibs on the goodies that tie in.” In the ongoing conflict between toy retail giants, grocers and the indie stores, it’s no secret that the biggest bone of contention is found in what has been billed as ‘pricing wars’ between the big players, pushing the smaller stores out of the competition. And when it comes to movie tiein toys, the battleground doesn’t look any different.

articles for numerous dedicated Star Wars fan sites, so it’s safe to say Booker’s passion definitely lies in movie merchandising. However, the ongoing price wars among the major outlets appear to have soured his relationship with the marketplace. “With the likes of huge blockbusters such as Batman v Superman: Dawn of Justice hitting screens one week, and then merchandise being a third off in supermarket discount bins the next, I have completely lost faith in movie tie-in merchandise,” Booker tells ToyNews. And with such mass discounting taking place on a regular basis

Toy Shop UK is a consumer-led, online directory that helps toy suppliers, retailers and licence holders promote their businesses to an audience of up to 10,000 unique visitors per day. Popular weekly giveaways, the esteemed Independent Toy Awards and special supplier listings are just three of the ways

among those who can afford it, it has been suggested that this can lead to skewed results when it comes to measuring a movie tie-in toy line’s success at retail. Last summer, ToyNews reported that despite Minions being named a top movie brand of the year for toy sales, the independent retail scene was left disappointed with the performance of the property in their own stores. At the time, Helen Gourley, owner of the Scottish toy retailer, Toy Hub, highlighted that it was in fact the heavy discounting of the major and grocer stores that propelled the Minions brand to the top of the licensed toy charts, comparing the process to ‘selling a tenner for a fiver’. So the discussion continues and the debate over the importance of movie tie-in toys continues among the indies, dividing camps into those like David Grounsell of Dave’s Classic Toys who believes that new films bring a “razzmatazz to the market that benefits all retailers,” and those like Paul Pimlott of World of Bears, who is resigned to the idea that “as all stores tend to sell them, the only difference is in the price.” Whichever side of the argument you fall on, one thing seems certain, with a strong slate of movie blockbusters ahead of us this summer and beyond, including the first Star Wars spin-off Rogue One, the force remains trong with the movie tie-in business.

that Toy Shop UK can help you increase your online presence and complement your other marketing activities this year. CONTACT: Michael Hawkins michael@toyshopuk.co.uk 07786 295756 for more information. www.toyshopuk.co.uk

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INDIE RETAILER FOCUS

Wigwam Toys With a brand new site on the way in the summer for customers to buy from, the future is looking bright for Wigwam Toys in Brighton. Here, Clair Letton, owner, tells Jade Burke about childhood Monopoly tournaments, the importance of the local community to the business and what issues are currently impacting the store Tell me a bit about your business and how the store began? Wigwam Toys is a family run, independent toy shop in Fiveways, Brighton. We moved to Fiveways from Hove when expecting our first child 10 years ago. There was a toy shop in Fiveways at this address when we moved in, and we frequented it regularly. I have always wanted my own shop and knowing the area, we felt we had a good idea about what the shop should stock and how it should look. What types of toys do you stock in store? We carry many products including LEGO, Playmobil, Sylvanians, Micro Scooters and Jellycat soft toys, but we also go out of our way to find design-led toys and gifts, traditional toys with a modern twist, books and things made by members of our local community. We are a small shop in a residential area, and as such many of our customers come in several times a week. We need to make sure there is always something new for them to look at and it works well for us to do small, regular orders from our suppliers. What types of toys do you specialise in? The toys we stock have to be value for money but without sacrificing quality and play value. I know how disappointing it is when our children are given a gift that just breaks, or fails to live up to the hype on the box. We are particularly drawn to traditional, retro inspired, design led toys and gifts. What services do you offer customers in store? We are only a small shop, but we go out of our way to make it a positive shopping experience.

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We have dedicated playlists for the shop, a play table for children, we gift wrap for free and put on community events such as organising the local late night

and this had a huge impact on our trade. I set up the local traders association and we petitioned the council to allow a period of free

I set up the local traders association and we petitioned the council to allow a period of free parking outside the shops. Clair Letton, Wigwam Toys shopping and supporting our local schools, nurseries and charities. What is having the biggest impact on your business? The local council introduced parking restrictions in our area,

parking outside the shops. We won our case and as of April 1st, the pay and display bays in the area will be free of charge for one hour. What toys did you play with as a child?

My brother and I both read a lot and both board and card games featured heavily. We would get together with our friends in the street and have day long Monopoly tournaments. Our grandmother was also a big puzzle fan, so there was always a jigsaw on the go. What is the best thing about owning a toy store? I love going to the fairs and discovering new and exciting products â&#x20AC;&#x201C; when the deliveries arrive it feels like Christmas. What are your future plans? In the future we are working on our webshop. We are delighted with how it looks and it really reflects the colourful nature of the shop. May 45

4/14/16 11:57

ToyNews_Teletubbies_V3.pdf

14/04/2016

15:50

New Teletubbies Range! Water-ﬁlled Jumbo Pat Mat

Night Light

CMY

Boppe

Launches July ‘16 Pre-or your stder ock for TV laun ch RS

250+ TV

Radio Co ntr Inﬂatabl ol es

Heavyweight TV marketing campaign for the UK launch, airing on major kids TV channels across the peak selling period.

trade@bladeztoyz.co.uk / www.bladeztoyz.co.uk / +44 (0)2392 658259 TELETUBBIES and all related titles, logos and characters are trademarks of DHX Worldwide Limited. © 2016 DHX Worldwide Limited. All Rights Reserved.

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4/19/16 10:15

SECTOR GUIDE: RC TOYS

Frequency fliers There’s a whole cast of familiar faces joining the radio controlled toys market this season as some of the biggest licences get on board with the popular sector. Robert Hutchins explores the latest to command the radio waves CHARACTER OPTIONS This month sees Character Options launch its first line of pre-school RC toys thanks to the sector’s perennial favourites Teletubbies and Fireman Sam. The line is gearing up for a turbo launch this autumn/winter when the Teletubbies Drive and Steer Noo-Noo will land on shelves across the UK. Easy for small hands to use, the Drive and Steer Noo-Noo starts with the press of a button and can be guided forward, left and right thanks to the steering wheel. It also has a reverse mode for tricky places and a turbo button for the more advanced drivers. Other buttons on the steering wheel play music and funny sound effects when pressed. Meanwhile, for fans of Fireman Sam the Drive and Steer Jupiter features a chunky steering wheel control unit to guide wherever Sam’s fire engine goes, as well as

forward and reverse options. The RC toy comes laden with Fireman Sam phrases and a siren. Character Options also boasts a line of RC toys aimed at the more advanced driver with its Wild Pets range. These successful furrylimbed spiders move and feel like the real thing and can be controlled with touch sensors. This season also sees the launch of new glow in the dark scorpion Wild Pets that can be activated by the slightest touch. The scorpion also boasts a cage mode and arrives in time for autumn/winter this year. Contact Character Options for more info. 0161 633 9800

HOBBYCO

Hobbyco’s Carrera Toys is revving up for spring/summer 2016 with the latest additions to its Carrera RC line-up including Nintendo’s Mario and Formula One. Everyone’s favourite Italian plumber is taking to the skies

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this season with his own Quadrocopter - the Mario Copter - boasting a six-axel gyro system for flight stability, a safe protective cage for the rotors and interruption free 2.4 GHz tech airborne thrills.

For action on the ground, Mario is available on his Mario Kart 8 Quad bike; a big-wheeled 1:20 scale radio controlled machine equipped with full suspension for indoor and outdoor fun. This year, Mario will be joined by Peach as Carrera broadens the appeal of its RC range for both boys and girls. Carrera RC Mario Kart 7 continues to be a firm favourite and the firm’s line of 1:16 scale toys features Mario, Yoshi, Donkey Kong and Bowser versions of the iconic go-kart. Elsewhere, for Grand Prix fans there’s the Red Bull RC1 that, thanks

to the latest 3.7V 600 mAH lithium ion battery technology, enjoys a long-running time and short charging time. Carrera RC boasts a full customer service support programme in the UK. 01908 605 686

May 47

4/19/16 14:11

SECTOR GUIDE: RC TOYS

REVELL The Revell Control brand is targeting all age ranges this season thanks to new drones for teens, a new car brand for boys and even a brand extension for pre-school ages. New to the drone market this spring is the Steady Quad Cam with an automatic height setting function, allowing pilots to focus on their maneuvering skills as well as an on-board camera for high-def pictures and video. Meanwhile for beginners, the Pure comes with height setting functions and a crash-proof frame, while the Nano-Quad cam is the latest evolution of the award-winning Nano Quad boasting an on-board camera. Further drones planned for the year

GOLDEN XXXXXXX BEAR ahead include the Navigator GPS Quadcopter FPV, and the Quadcopter Quadrotox. The current range caters for all ages from the Quadcopter Funtic for beginners to the Quadcopter BackFlip 3D for advanced pilots. On the ground, there is an extensive line of new off-road RC cars, rock crawlers and buggies this spring, while the new Revell Control X-treme launches this autumn with cars that can hit top speeds of 25 km/h . A colourful range of RC cars and trucks heralds the launch of Revell Control Junior, boasting easy assembly and a sturdy build, ideal for kids aged three and upwards. 0845 459 0747

Golden xxx Bear is revving up for a big xxxyear in the RC space with a line lead by the Bash ‘N’ Spin Remote Controled Bulldog: the latest addition to the popular GO Mini offering. Based on the Mini Countryman, Bash ‘n’ Spin RC Bulldog is billed as the ‘guaranteed way to get hearts racing’ for young petrol heads. With an easy grip controller, XXXXXXX the car can be guided forwards while the large Bash button on the top of the controller makes it perform donut spins. For added play value the controller comes with two further buttons which activate barking sounds and real working headlights.

Elsewhere and part of Golden Bear’s My First JCB collection, the ‘Kid Tough’ remote control Doug Dumptruck is tapping into the pre-school market with lines suitable for children as young as two years old. The Dumptruck comes with an easy to hold controller which can activate five different phrases, flashing lights and moves the truck forwards or backwards as well as enabling it to perform a reverse turn. RC Doug Dumptruck also comes complete with a manual tipping bucket which kids can load, transport and tip for additional fun. 01952 608 308

BLADEZ XXXXXXX TOYZ Bladez Toyz is embarking on a new venture into the pre-school market with a line of RC toys aimed for kids aged three and upwards, featuring some of the best-loved licences for the year. Following the release of the XXXXXXX Teletubbies series on rebooted CBeebies earlier this year, Bladez has launched a range of preschool lines for the early trade show season. Available to retailers this summer, the range includes inflatable Boppers, Sleep Trainers, Tummy Time Playmats, Nightlights, Outdoor Activity Toys and Radio Control Inflatables. The selection not only features popular characters from

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CBeebies’ hit Teletubbies but a raft of famous faces from other favourite pre-school properties such as Peppa Pig and George and Thomas the Tank Engine. “With the majority of the UK toy market being pre-school and a large chunk of that being licensed, it made sense for us to make the move into this sector,” said Iain Morgan, CEO of Bladez Toyz. “We have the innovation and skill within in our team to create toys that will not only aid in sensory enrichment but also provide educational benefits, all while forming fond memories for younger children and of course their parents.” 02392 658 259

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4/19/16 14:13

SECTOR GUIDE: RC TOYS

MGA ENTERTAINMENT MGA Entertainment has kicked off 2016 with the launch of a new property for the boys’ remote control market, as it introduces its new Air Wars Battle Drones. With the aim of delivering a new proposition to the boys’ toy and drone market, Air Wars Battle Drones promises to take aerial combat to the next level. With two drones to a pack, players can take to the air to knock their opponents to the ground and remove their weapons. The robust quad zone ‘copters are packaged together in red and silver, easy to fly and come complete with programmed flight attack patterns and a wide

range of weapons for kids to use. Intuitive to fly and built to last, children can compete to become the ultimate Air Wars Battle Drone champion.

FLYING GADGETS

SPIN MASTER

This season sees the launch of the 360 Hoverblade; a flying boomerang with a remote that can be launched from the ground, your finger or tossed into the air. Kids can use the control slider to increase the power and watch the 360 Hoverblade spin up and take to the skies both indoors and outdoors. The boomerang is TV advertised and is available in all major retailers now. Meanwhile, fans of the Zero Gravity Drive RC vehicle can now take the Zero Gravity Batmobile on explorations along the

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Air Wars Battle Drones land on shelves with a price tag of £99.99 and come complete with two drones, controllers, batteries and customisable weapons.

“Air Wars Battle Drones is a hot new property set to command its own space within the remote control and boys’ market,” said Michelle Lilley, marketing manager at MGA Entertainment. “With a great price point, unique proposition and strong marketing support, we have big ambitions for this high flying new brand.” With a TV advertising campaign in autumn 2016 and on-going strategic PR and social media support to engage with boys aged eight to 12, MGA is looking forward to taking the drone market to the next level. 0161 686 520

ground, the wall and even the ceiling. Youngsters can use the remote control to project the Bat Symbol onto the walls and the Batmobile will chase it wherever it goes. Also available is the Air Hogs RC Batmobile that will allow Batman fans to speed from the streets of Gotham to the floors of their home. Fans can light up the night with four powerful front mounted LEDs, plus the Batmobile is highly maneuverable, delivering long distance control. 01628 535 000

Flying Gadgets continues to work tirelessly on its range of drones, in a market that shows no sign of slowing down this year. 2016 sees the firm building on the success of its own IP and bringing new innovation from new drone brands such as Flycker and DJI to the UK market. Leading the line-up is the Flying Gadgets X-Cam, loaded with an HD camera, 1GB memory, blade protectors and impressive battery life – all for under £30. Meanwhile, as one of the leading distributors of the DJI range of quadcopters, Flying Gadgets introduces its hightech Phantom 4, a line that has already been receiving ‘rave

reviews’ across the technology pages of mainstream press. Extending the company’s offering further still is the raceready Flycker drones, available exclusively through Flying Gadgets and tapping into the growing hobby interest market among the drone community. Back on terra firma and the licensed ride-on category continues to grow for Flying Gadgets, from the BMW and Ferrari licensed rides to the highend Broon machines that can be controlled by either the rider or via an RC unit held by the parent. To order your range, get in touch with Flying Gadgets. 0844 209 2626

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4/20/16 09:36

SECTOR GUIDE: RC TOYS

FLAIR XXXXXXX GP Flair is getting in on the air battle action this season with the introduction of its new flying RC HoverTech brand. Providing ‘the ultimate airborne battle target game,’ the HoverTech kit challenges players to test their marksmanship with state of the art of flying drones. The multiplayer HoverTech Battle FX comes with a drone, two blasters, six darts and a charger. Kids can simply load the blasters and launch the drone to engage in a battle to hit the targets located on the drones and shoot it out from the sky. For variation, the HoverTech Battle FX has three game modes: single player, practice and battle mode and boasts Smart Target Technology that rewards players that are able to hit the weak spots of a drone, by sending it tumbling out of the sky. The drone flies approximately 1.5 meters above desk surface and comes complete with an altitude sensor to enable kids to take it outdoors. 0208 643 0320

HORNBY XXXXXXXHOBBIES Hornby xxx Hobbies is expanding its Scalextric xxx portfolio this year with the award-winning Track Day set and the new Le Mans Sports Cars package. Scalextric Track Day is the first set to incorporate the Arc Air app, allowing users to take racing to the next level with state of the art gameplay features that let drivers recreate adverse weather conditions and race incidents with the added ease of lightweight, wireless controllers. The two super cars featured in the set are the Jaguar CX75 and McLaren P1. Meanwhile, the Scalextric Track Day has already been well received within the industry, winning a Best New Toy award at this year’s UK Toy Fair.

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CHICCO XXXXXXX The Scalextric Le Mans Sports Cars Set will offer users five meters of track and four different race configurations to pick from as well as a lap counter for opponents to keep track of each other. The set also includes a powerbase, two adjustable hand controllers to limit the speed of a race and two Le Mans prototype cars. The scalextric Le Mans Sports cars Set is due for release in September. 01843 233 500

Robo Chicco is latest addition to Chicco’s popular Turbo Team family and is the first transformable RC car in the pre-school range. The stylish toy converts from a car into a futuristic looking robot in three simple steps, by

pulling down the arms, the head and then the body, giving little ones hours of fast and furious fun. Robo Chicco is suitable for children aged from two to six years old. 0121 454 9707

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4/20/16 16:25

DGET

IN G

370503007 NINTENDO MARIO TM-COPTER

370200996 MARIO KART TM 8, YOSHI TM

1 370162060 MARIO KART TM 7, MARIO TM 2 370162061 MARIO KART TM 7, YOSHI TM 3 370162063 MARIO KART TM 7, DONKEY KONG TM 4 370162064 MARIO KART TM 7, BOWSER TM

370200996 MARIO KART TM 8, MARIO TM

370201025 CARRERA RC RED BULL RC1

370200996 MARIO KART TM 8, PEACH TM

For license information please refer to our internet page as well as the 2016 Carrera RC catalogue.

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The Hobby Company Ltd. 路 Garforth Place, Knowlhill 路 Milton Keynes MK5 8PG 路 UK enquiries@hobbyco.net 路 Telephone 44 (0)1908 605 686

www.hobbyco.net

4/19/16 10:37

SECTOR GUIDE: ACTION, BUILDING, BLASTING & MORE

Action heroes With racing sets, action figures and football games aplenty, the arena once known as ‘boys’ is teaming with a wide range of goodies for kids. Here, Jade Burke takes a look at some of the latest products on offer VIVID The Fungus Amungus outbreak is underway with Batch 1 Specimen and Vac Pack Collections (RRP £2.49 and £5.99) out now. Each figure is made from a unique material that can stretch, squish and stick to almost anything, and there’s over 100 of these fun-guys to collect. Look out for the Toxic Chamber (RRP £9.99) and the ExGERMinator (RRP £19.99), in a line that will be supported with a heavyweight TV campaign, online and digital activity. Meanwhile, Nocto (RRP £49.99) is a light-up bat with 50 interactive features and six different modes, light colours, expressions and sounds.

The TV advertised Nocto will be flying into stores this AW16. On the other hand, Laser Arrow (RRP £39.99) is a next gen archery system for single or co-op gameplay. It features two bows with lights and sounds. Laser Battle (RRP £29.99) includes two chest plates and hand blasters for playing as either Batman or Superman. Kids can slip on the chest plate, while the Supersize Thunderbird 3 with launch smoke (RRP £49.99) will top any Thunderbirds Are Go fans’ wish list this year. TB3 is packed with over 30 actions, light and sounds and includes two mini figures. 01483 449 944

RE:CREATION Re:creation’s LEGO Lights offering is going from strength to strength and the hotly collectable range is growing further with new Star Wars: The Force Awakens characters. Kylo Ren, Poe Dameron, First Order Stormtrooper and Captain Phasma all feature. Meanwhile, the new LEGO Nexo Knights Key Lights feature exclusive codes to unlock content in an online portal. Razor’s ‘year of innovation’ is set to ignite imaginations with eye-catching new launches supported with heavyweight TV and marketing. Kids can now ‘surf where they live’ with the headline-making Razor RipSurf caster board. Its surfboard styling aims to deliver the closest experience to surfing on dry land. Crazy Cart has continued to stay in the press throughout the year and has set the scene for

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PREMIUM XXXXXXXWORLD

the autumn launch of Crazy Cart Shift. The company’s in-house developed hub motor technology has been applied to a new range of electric scooters, building on the success of the market leading E90 and E100. Razor Jetts add spark to heel wheels this summer with the easy to clip on system that fits any trainer while the Sparking catridges are sure to get you noticed wherever you go. 0118 973 6222

With the Euros just around the corner, Super 11 couldn’t be more timely. A football game like no other, Super 11 can be enjoyed by football fanatics and total beginners for anyone aged seven and upwards. The beautiful game meets chess in this trial of strategy and tactics for all players.

Players take on the role of a manager as they decide upon the best team tactics, roll the dice and pull a booster card in order to win each match. The fast-paced gameplay, end-to-end action and tactical thinking means no two matches are the same, allowing Super 11 to be enjoyed over and over. 01483 429 119

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4/20/16 09:35

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4/19/16 14:28

SECTOR GUIDE: ACTION, BUILDING, BLASTING AND MORE

POSH XXXXXXX PAWS Posh xxxPaws has unveiled a new xxx line-up of Miles from Tomorrowland traditional plush. Kids can now go into orbit with their favourite characters from the hit Disney Junior show, which has been a huge success with audiences since its big launch last year. The plush product is perfect for fans of all ages and includes key characters, such as Miles and his bionic ostrich M.E.R.C, to his sister Loretta and popular alien outlaw Gadfly. The collection also includes a line of 10-inch plush, as well as the all-important 8-inch assortment. The product is now in stock and its timely arrival coincides with Disney’s launch of series two. But that’s not all the firm has to offer as Posh Paws also

HTI XXXXXXX boasts the license for hit boys’ brands Star Wars, Marvel Avengers and Jurassic World. 01268 567317

CHARACTER XXXXXXX OPTIONS When xxx it comes to boys’ toys, Character xxx Options is bringing firm favourites to the toy box. Stretch Armstrong, the iconic bodybuilder with unique elasticity, is back, complete with original styling including his classic head sculpt with square jaw, blond locks, and his body building trunks. Kids can stretch the action figure up to four times its original size and he has already had a proven success for Character Options who will re-launch with TV advertising this year. Also arriving this autumn is Skeleton Blast, a creepy cowboy that offers kids a fun, actionpacked,

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shooting experience with a skeleton figure that doubles as an infrared target. The aim of the game is to defeat the skeleton as he walks towards you, but there are only 30 seconds in which to do it. The popular Scooby-Doo collection features five-inch scale action figures, with new baddies to be introduced for autumn winter. Fans can create their own Scooby-Doo adventures with the Mystery Machine and Mystery Mansion play-sets. New for 2016 is the ultimate Scooby who has flexibility and strength like no other: Stretch Scooby-Doo. Wild Pets have found success with the launch of four furrylimbed spiders as well as a group of glow in the dark scorpions. Fans of Doctor Who are in for a treat with the May launch of the Twelfth Doctor’s second Sonic Screwdriver. It’s the first Screwdriver to have four light modes and sound FX. 0161 633 9800

From xxxvehicles and track sets to novelty xxx cases and wheeled toys, HTI offers a vast 2016 portfolio. Avengers and Spider-Man pocket money toys, as well as Captain America, Iron Man and Spider-Man character shaped carry cases all feature. Each case contains novelty toys relevant to each character. HTI has also partnered with popular boys’ licenses to bring a range of Star Wars toys to market for spring/summer 2016. JCB continues to be supported through an extensive range of toys inspired by the distinctive yellow and black theme of the real life brand. New for AW16 are seven-inch sand play construction vehicles. With detailed styling, the new mini vehicles extend the popular freewheeling sand play range.

Also new is the Metal Dump Truck and Front Loader, which offer rugged JCB play on a mighty scale. Teamsterz, HTI’s own diecast vehicle range, combines sharp price points and quality manufacture to deliver high levels of detail and great play value across die-cast vehicles, play-sets and track sets. Eight new die-cast designs and vehicle types speed into the range from AW16 to keep the line-up fresh alongside a number of track sets, play-sets and car transporter carry cases. HTI’s own scooter brand, Rïpp provides a high-end range of high spec, high detail scooters and accessories for older kids, including the R500 and R900 Pro Series and Dirt Rider. 01253 778888

SPIN XXXXXXX MASTER Spin Master is home to two big licenses for 2016: The Secret Life of Pets and Angry Birds. The Secret Life of Pets is produced by Illumination Studios, the brains behind Despicable Me and Minions. Angry Birds from Rovio is a proven winner with kids globally. Both ranges will feature plush, collectables and play-sets, 01628 535000

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4/20/16 15:12

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07/04/2016 10:32

SECTOR GUIDE: ACTION, BUILDING, BLASTING & MORE

GOLDEN XXXXXXX BEAR Golden xxx Bear’s new Oddbods toy range xxx reflects the core values and humour of the TV show. Expanding the company’s portfolio, the Oddbods toy line is aimed at children from four to seven years old, and will launch in the summer. Based on the Oddbods characters Fuse, Pogo, Zee, Newt, Bubbles, Jeff and Slick, the range will consist of collectables, vehicles and plush. The collectables range will include 50x30mm figures with eight rare designs to find. The plush collection will be led by the Interactive Walking Fuse and Pogo, which walk and make numerous sounds when they sense someone speaking.

LEGO XXXXXXX The range also includes two Face Changer Figurines, and action vehicles. The company is also taking its Go Mini toy collection up a gear this year with a selection of new introductions. The Go Mini Key Racers come in three different designs, and kids can load the key into the launch car and the spring-loaded action sends the cars racing off. The My First JCB Stacking Stanley Mega Truck is the biggest member of the My First JCB team at a massive 43cm long and features six super-sized wheels. It also comes with five shape sorting blocks. 01952 608 308

LEGO xxx CITY is the longest running xxx brand for The LEGO Group, and this year the brand has seen further extensions to classic ranges such as Fire, Great Vehicles, and Airport. LEGO Star Wars sets available for 2016 include construction figures, play-sets, and microfighters – reflective of classic, The Force Awakens, and Rebels scenarios, characters and vehicles. LEGO Marvel Superheroes and LEGO DC Comics Super Heroes continues its strong partnership with Disney and Warner Brothers, with a fantastic assortment of sets based on key scenes and characters from recent movie blockbusters: Batman v Superman: Dawn of Justice, and Captain America: Civil War. The new LEGO Mighty Micros range includes a total of six sets sized and priced for younger fans. LEGO NEXO KNIGHTS boasts building sets, episodic content and digital gaming. Sets contain collectable

shields for children to scan and upgrade their battle skills, to obtain NEXO Powers in the free LEGO NEXO KNIGHTS: MERLOCK 2.0 app. Season six of LEGO NINJAGO: Masters of Spinjitzu is currently airing featuring models replicated in the new collection of play-sets. LEGO Technic offers challenging builds and heightened play value with some of the most iconic real-life vehicles, including authentic features and functions. LEGO Minifigures continues to be popular, and this year sees new launches including a highly confidential deal for the summer. 01753 495 000

MATTEL XXXXXXX

This autumn, Hot Wheels will ‘Make It Epic’ on the road by hitting key UK retailers, inspiring

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boys to use their imaginations to create epic track systems. An impressive range introduces the

TV advertised Ultimate Garage play-set for mega action and big adventures, featuring multiple action zones and parking spots for 36 cars. The Track Builder range also launches the Race and Stunt Kits for endless track building possibilities. Hot Wheels also welcomes collaborations with BMW, Super Mario, Grand Turismo, Ghostbusters and more. Mega Bloks introduces the TMNT construction toy range, which features the Turtle Van and character packs featuring micro action figures. New for AW16 is the launch of the Ghostbusters range. Key lines

include the six-inch Ghost Action Figure Assortment, featuring five points of articulation and key male and female characters. The Batman range includes the six-inch Batman v Superman Figure Assortment, which boasts nine points of articulation. Mattel and DreamWorks also introduce the Dinotrux toy range, including the DinoTrux Power Revvitt featuring Reptool sounds. In addition, Disney Pixar’s Cars introduces the Mack Truck, while WWE presents the Defining Moments Figure Assortment featuring Ultimate Warrior and John Cena. 01628 500 000

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4/19/16 14:09

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4/19/16 10:27

SECTOR GUIDE: ACTION, BUILDING, BLASTING & MORE

BANDAI XXXXXXX Power Rangers will be charging it up in 2016, with new episodes of the TV series airing from September on top kids’ FreeView channel, POP. The show will see the Power Rangers continue the search for the Energems, as well as unlocking the Red Ranger’s T-Rex Super Charge mode. To complement the Power Rangers Dino Super Charge series, a dino-tastic range of action figures, role-play toys and the modular Zord Builder range will be available from July. The 12.5cm Action Figures (RRP £9.99) get a super charged update with new posable Rangers, villains and Megazords added. Also available are the collectable Dino Charger Power Packs (RRP £7.99). Each pack includes two Dino Chargers that unlock features in the role-play and Zord Builder items, including the TV-advertised Deluxe T-Rex Super Charge Morpher that carries a £29.99 price tag.

Next, kids can defeat evil villains with the TV-advertised Deluxe Plesio Charge Megazord (RRP £35.99), which can morph

JUST XXXXXXX PLAY

Boys xxxwill have much to discover with xxx the master toy range for Disney’s The Lion Guard, from GP Flair’s Just Play Division. The Lion Guard characters will be available to collect in a variety of ways. The foil bag minis (RRP £2.49) are a great entry price point. There are also collectable figures and accessories available

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between rocket mode and Megazord mode. Kids can collect and combine any of the other Zord Builder

items to create unique and powerful Megazord combinations, including the Deluxe Dino Zords (RRP £24.99). Finally, kids can be like a real Power Ranger and prepare for battle with the Deluxe Dino Drive Sabre (RRP £24.99). The Sabre holds six Dino Chargers at once and features epic light and sound effects, including a spinning lightup barrel. The launch of Dino Super Charge will be supported by a dedicated marketing programme, including a heavyweight TV and cinema campaign, experiential activity, digital campaigns and PR and press, as well as dedicated licensor support from Saban. 2016 will also see excitement build for Lionsgate’s muchanticipated Power Rangers theatrical movie, which will be released worldwide in Spring 2017, alongside an exciting range of movie-based toys from Bandai. 01489 790 944

KIDS@PLAY XXXXXXX

for young fans, each one compatible with the Defend the Pride Lands play-set. The playset boasts a waterfall, vine lift and a boulder launcher. A range of high quality talking plush and feature plush with roar and pounce features will also add to the collection. 0208 643 0320

Kids@Play are putting ride-on toys in the fast lane with its two new battery operated cars for kids, which are about to launch for the spring/summer season. The Diamond White Sports Car MK III is powered by a 6V motor with a rechargeable battery, and has forward and reverse gears allowing a top speed of two MPH. The car also has a key start function, music, 24 lights and a horn, plus the doors open upwards, similar to other well known sports cars. The car has been designed for kids aged three and up. Also available is the Black Panther Sports Car – a streamlined model with sports

style lift up doors, forward and reverse gears and a powerful 12V motor designed for children aged three to six years. This car has realistic alloystyled wheels, a sports steering wheel, wing mirrors, seatbelts, an MP3 socket for music and a real recorded engine sound. It also has an accelerator with electric brakes, forward and reverse gears and can reach speeds of up to 2.5 MPH. The Diamond White Sports Car currently retails at £149.99 and the Black Panther at £249.99. 01291 635 551

www.toynews-online.biz

4/19/16 14:10

SECTOR GUIDE: ACTION, BUILDING, BLASTING & MORE

HASBRO XXXXXXX Players can dominate Nerf blaster battles with the first-ever motorised Mega blaster. The Nerf Mega Mastodon Blaster boasts rapid-fire speeds to send darts through the air with an integrated 24-dart drum. From the hit Transformers: Robots in Disguise animated series, kids can power up their favourite bots with new Minicon Weaponisers. Power heroes packs include one Autobot figure that converts in five steps, and one Mini-con figure that converts from robot to weapon in one step. Little ones can embark on rescue adventures with the Rescue Bots team in their Griffin Rock Firehouse Headquarters playset. Kids can extend the rotating tower to get a 360-degree view of the area, then use the two projectile launchers to pretend

H XXXXXXX GROSSMAN

CARTAMUNDI XXXXXXX There’s xxx no shortage of card games xxx that appeal to boys. However, it’s possible to design games that really stand out with a little creativity and expertise. Notably in this regard are games in the Shuffle range – a concept that brings popular entertainment and board game brands to portable, robust card decks, and offers downloadable apps that add to the fun. Shuffle Subbuteo allows players to pass, tackle and beat the goalie (or try to save the ball), just like the classic table-top game version. But this cardmatching game is also about timing moves, choosing tactics and outwitting opponents. The free Shuffle Subbuteo app (available through Apple iOS and Android) adds a number of atmospheric twists, with a scoreboard timer and stadium sounds, and even lets kids add their favourite goal celebration. For kids who are more action-oriented, Shuffle also offers Transformers Robots in Disguise, an exciting adaptation

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to put out fires. When it’s time to head out on the next big mission, little ones can gear up the Cody Burns figure in rescue gear, and use the vehicle launcher to takeoff through the secret tunnel. Kids can hit the Decepticons with a super-charged attack with Power Surge Optimus Prime. The 30cm tall figure comes with a Mini-con Weaponiser Aerobolt figure and battles in four modes. Kids can also save the world from evil with the new Iron Man Slide Blast Armour. In addition, the Captain America Scope Vision Helmet includes a blaster and projectile. Other products in this space from Hasbro include the Captain America Blaster Shield, Iron Man Tech FX Mask and a Nerf Modulus Tri Strike. 020 8569 1234

of the brand new incarnation of the Transformers franchise that reaches retail this summer. Film-themed decks are another winner. Older boys, for example, will probably enjoy card decks themed around the well known spy James Bond – notably the James Bond Movie Poster Deck and a James Bond Spectre Deck, in which regular cards are adorned with different imagery from over 50 years of the Bond franchise. 01268 511 522

In xxx anticipation of the new Ghostbusters movie, Grossman xxx has everything from scooters to slime. There’s also a line-up of scooters, skateboards, pogos, helmets, bikes and a range of pocket money items. Known for its outdoor toys, HGL’s new line up this year includes the Galaxy Burst Scooter, which has three light up functions to light up the deck and the sides or both. Other scooters include a new pro scissor scooter, pogo sticks, satchel skateboards and hog trikes. The best-selling Cosmic Light and Lightning Strike scooters have also been updated with brand new decks.

Continuing the movie theme for 2016 is The Secret Life of Pets. The cast of pet characters has something for everyone, and HGL has the license for wheeled goods and pocket money toys with a full selection from scooters to sand sets. The Megasaurs range is complemented this year by the addition of more dinosaurs, including gift sets. For those who want to jostle for pole position, Car Trax has everything they need. This chunky flexible track has been designed in bright colours for children aged three and up, and each set includes its own vehicle. 0141 613 2525

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4/20/16 09:34

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SECTOR GUIDE: ACTION, BUILDING, BLASTING & MORE

K’NEX XXXXXXX

xxx This year, xxx K’NEX is launching a number of new additions to its product portfolio that will offer innovation to the boys market. 2016 is set to become the year of ‘Thrill Rides’, with five brand new rollercoaster-inspired K’NEX Thrill Rides building sets for under £50. New additions include Electric Inferno, which has 640 pieces, a motorised chain lift and can be built 2.5 feet tall, plus Clockwork Coaster which has 280 pieces and an hour hand inspired car lift. TV advertising will support the range throughout the year, alongside activity in kids’ press and strategic partnerships. K’NEX K-FORCE will also be refreshed with multi and rapidfire action features in 2016, with four brand new buildable, customisable blasters. The K25X Rotoshot features new rotating blasting action, while the Flash Fire Rapid Fire

TOMY XXXXXXX

comes with a 10 dart quick fit clip for ultimate speed. K-FORCE will also be TV advertised in the spring and autumn. K’NEX Beasts Alive will also be refreshed with new buildable creepy critters for 2016. Last year’s dino and dragon inspired beasts will be joined by all new shark and gator building sets. At the heart of the K’NEX range remains a collection of building sets and treasure chests. New additions include a jet two-in-one set, which doubles as a heli-plane, and a racecar two-in-one set, which transforms into an all-terrain vehicle. Licensed product continues to bolster the K’NEX portfolio, bringing to life the gameplay of Mario Kart 8, Plants Vs Zombies and SuperMario with new figures. 0118 925 3270

2016 xxxis a huge year for the Pokémon xxx brand, as it celebrates its 20th anniversary in style. Collectors will be able to recreate the excitement of Pokémon with TOMY’s latest range. New for 2016 are the Throw ‘n’ Pop Poké Ball Assortment, where players can burst into battle as they throw their Póke Ball and watch as their favourite Pokémon competes. The range consists of Pikachu and Poké Ball, Chespin and Premier Ball, Fennekin and Great Ball and Froakie and Ultra Ball.

In addition, TOMY has extended its plush range to include Poké Ball plush. TOMY has also paid tribute to Pikachu by translating him into a huggable feature plush, complete with sound animation and light up cheeks. Also for 2016 is the continuation of the Pokémon Animation Studio at Kidzania in Westfields, London. Children can create animated Pokémon movies using TOMY Pokémon action figures of favourite characters. 01392 281 928

SAMBRO XXXXXXX Sambro has a wide range of licensed products targeted at boys, including some of the year’s hottest properties. The brand new Captain America collection launches in time for the much anticipated film debut of Captain America: Civil War later this year, and includes everything a fan of the ultimate superhero will need. The collection of backpacks feature the character’s iconic colours and comes in a variety of styles, including the brand new lenticular style. There is also a range of pocket money toys available for children, including flying rings, light up tops, putty heads, magic springs, copters, shooters and more.

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Batman v Superman: Dawn of Justice is one the most hyped films of the year so far, and Sambro has a new collection of bags including lenticular backpacks, which trick the eye

and show both Batman and Superman. Pocket money items also include glow sticks, gloves, disc shooters and more. Proving a huge success at this year’s trade shows, Frozen Impact

is a new line brought to the UK by the firm. Frozen Impact is an action vehicle set, and allows kids to create frozen ice cars using special moulds to allow vehicles to crash apart into an icy oblivion. The Monster Impact Track features two cars and two to make up to eight frozen cars at one time. Kids can place them at the top of their individual impact tracks, let go and watch how they crash and smash. Players can then create more frozen ice cars and play over and over again. Other popular licences for boys in the Sambro portfolio include Half Shell Heroes, SpongeBob Squarepants, Star Wars and the forthcoming Blaze line. 0845 8739 380

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4/20/16 16:57

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SECTOR GUIDE: ACTION, BUILDING, BLASTING & MORE

ANKI XXXXXXX In xxx Anki Overdrive, players can take xxx control of the robotic supercars of the future via mobile devices as they race against friends, family or artificially intelligent (AI) commanders. The game introduces an innovative magnetic modular track system that allows gamers to custom build epic battlefields within seconds. Plus, players can challenge friends in a variety of game modes, or go head-to-head with elite AI commanders in a quest to become champion of the Anki Overdrive Tournament. Players can also customise their supercarâ&#x20AC;&#x2122;s speed, weapons, and defences through upgrades. The game features a rich, indepth campaign where players challenge a diverse cast of over 25 elite commanders. New game modes such as Time Trial and King of the Hill expand on the popular Battle and Race modes returning from its hit 2014 predecessor, Anki Drive. Players in Anki Overdrive control a variety of highly detailed robotic supercars on tracks they

have assembled. The supercars are customisable with hundreds of new virtual weapons, upgrades and special items for all-out vehicular mayhem. Cutting-edge AI allows the cars to fully control themselves on the tracks and use diverse strategies

to fight to the finish. The game supports up to four players at once, with any combination of human and AI players. The Anki Overdrive Starter Kit retails at ÂŁ149.99, and comes with two supercars and ten separate modular FlexTrack pieces,

GP XXXXXXX FLAIR GPxxx Flair will be preparing for battle xxx with even more Teenage Mutant Ninja Turtles action in store for fans of the hit franchise. June 2016 is an auspicious occasion for TMNT fans as the long anticipated sequel, Teenage Mutant Ninja Turtles: Out of the Shadows is released in cinemas. Ahead of this however, fans can get in the spirit by collecting the new movie based figures. Sculpted in a style true to the characters from the film, the range includes a basic figure assortment plus a deluxe series of figures that come with additional features, sounds and battling actions. The super deluxe figures boast multiple points of articulation and stand approximately 28cm tall. The Half-Shell Heroes range is for the youngest of TMNT fans,

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allowing gamers to build eight different battle courses. Players are able to expand their battlefield by adding expansion pieces to the starter kit to build massive megatracks, with endless variations and new possibilities. Email: sales@anki.com

LEARNING XXXXXXX RESOURCES

and roars into action with the addition of a dinosaur theme. To go along with this, an action figure and dinosaur assortment creates a two-pack of articulated fun in scale with the vehicles and

play-sets of the existing range. Completing the line-up, new waves of Half-Shell Heroes Ninja pre-school action figures will also be introduced in autumn. 0208 643 0320

New for 2016 is the Design & Drill Power Play Vehicles range, which features a helicopter, race car and monster truck. Young engineers can build their very own vehicle by snapping pieces together and adding bolts. Ideal for STEM learning, these sets encourage the exploration of patterning, matching and counting, 07872 377 302

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4/19/16 14:12

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OBSERVATIONS 0F A TOY INDUSTRY SURVIVOR

FOLLOW ME ON TWITTER @JONSALISBURY

Jon Salisbury This month, our columnist puts the rumour mill surrounding Mattel and Hasbro, as well as VTech’s recent acquisition of LeapFrog, under the spotlight

fter what seems like ages since a good old fashioned takeover battle happened in toyland, it has been revealed that merger talks between Mattel and Hasbro have been on and off over the last few months after Hasbro approached the Barbie doll maker towards the end of last year. Like buses, after waiting for ages for one to arrive, another soon followed when VTech then announced its interest in LeapFrog for around $72m. “Importantly, this transaction rewards our shareholders with a significant premium from recent trading levels,” the company commented at the time. Readers may recall how I was on the phone to Hasbro’s Alan Hassenfeld when Mattel was last in acquisition talks with its rival. “Jon,” he said, interrupting our conversation, “I’ve just been told that the deal is off.” This time, it is Mattel that will be sweating as the hunter has become the hunted. Meanwhile, on the LeapFrog/ VTech front, all is now confirmed. Under the terms of the transaction, VTech agreed to acquire 100 per cent of the outstanding common stock of LeapFrog at $1.00 per share through an all cash tender offer followed by a second-step merger.

‘With LeapFrog, quarter after quarter, earnings call after earnings call, management insisted that the tablet business would survive this downturn in the market,’ stated Seeking Alpha’s Paul Nouri when analysing the news. ‘The turnaround never materialised and the company agreed to sell itself to maybe its largest direct competitor, VTech, for $1 per share, 19 per cent less than the company’s tangible book value at the end of 2015. ‘The timing is nearly as bad as it could get. It’s not as if the company is facing an inventory problem; inventory hasn’t been as low as it was at the end of 2015, since 2009.’ Back on the Hasbro/Mattel front, Bloomberg reflected that it was two decades ago that Mattel withdrew a $5.2 billion offer for Hasbro, citing an “intolerable climate” created by its competitor’s use of the media and politicians to fight the proposed takeover. ‘Back then, Hasbro resisted the deal in what Mattel described as a “scorched earth” campaign to stop it,’ stated the news outlet. Of course, anti-trust issues might scupper any deal. The merger would have a tougher time winning approval if enforcers take a broader view and see the combination as uniting two of the country’s biggest toymakers.

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 on Twitter. www.toynews-online.biz Editorial: 01992 515305 Advertising: 0207 354 6000

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