ToyNews October 2014 by Biz Media Ltd

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No. 155 z October 2014

Retail z Licensing z Pre-School z Marketing 21 KIDS MEDIA SPECIAL We ﬁnd out what TV, print and radio have to offer toy companies, plus insight from iGen

47 THE BIG FREEZE We take a look at just some of the merchandise available for Disney’s Frozen

56 TROT ON We mark a decade of eOne’s Peppa Pig bringing home the bacon across the world

81 GOOD WOOD We turn the spotlight onto what’s coming up next in the traditional wooden toys sector

The right brand, coupled with the right product, can be a very lucrative partnership. Ahead of Brand Licensing Europe, we take a look at some of the properties which have been the talk of the toy aisles this year and ask just how do you spot a breakout hit licence?

WELCOME

CONTENTS

COMMENT

Regulars

Ground breakers

06 13 13 15 16 18 68 72 90

Issue: 155 October 2014

MEET THE TEAM Samantha Loveday Editor samantha.loveday@intentmedia.co.uk

Billy Langsworthy Deputy Editor billy.langsworthy@intentmedia.co.uk

Robert Hutchins Staff Writer robert.hutchins@intentmedia.co.uk

Jodie Holdway Sales Manager jodie.holdway@intentmedia.co.uk

Elizabeth Parker Production Executive elizabeth.parker@intentmedia.co.uk

Tom Carpenter Designer tom.carpenter@intentmedia.co.uk

Lisa Carter Publisher lisa.carter@intentmedia.co.uk

Editorial: 01992 535646 Advertising: 01992 535647 www.toynews-online.biz

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

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News Campaign of the Month Playtime NPD Analysis Industry Movers Industry Opinion Toy Shop UK Good Toy Guide Jon Salisbury

Features 10 News Analysis: Disney Inﬁnity 21 Kids Media Special 28 Toy Fair 2015 planning 30 Supplier Focus: Zeon Licensing.biz Special 33 News 40 Executive Head 2 Head 43 Predicting a breakout hit 47 Sector Guide Special: Frozen 52 Licensing Roundtable 54 Big Interview: Warner Bros. Consumer Products 56 Anatomy of a Blockbuster Licence: Peppa Pig Pre-school (sponsored by VTech Baby) 59 News 60 A Parent Blogger’s View Retail 63 News 64 Mystery Shopper: Herts & Essex 67 Retail Advisory Board 70 Indie Proﬁle: Ruddocks 75 Sector Guide: Tech Toys & Gadgets 81 Sector Guide: Wooden Toys

Innovating doesn’t just mean adding technology. It can be ﬁnding those areas that aren’t immediately obvious and making your product work in them.

INNOVATION. THAT’S probably been the word that I’ve heard most this month. Firstly, from licensors. Due to it being Brand Licensing Europe, we’ve themed this month’s edition, and one of the many things we asked brand owners was where they saw growth in the industry coming from. The overwhelming response was the digital sector. This is the space where there is really freedom to innovate in terms of building a new brand. We’ve already seen Moshi Monsters, Angry Birds and Minecraft cut through the noise and make a major impact at retail. None of these brands existed six years ago, but they were at the forefront of changing the way we think about what a ‘traditional’ licensed property looks like. But hang on, those traditional brands have been innovating, too. Peppa Pig – celebrating a decade in the business in 2014 – has been enjoying major success in the FMCG category. It now delivers 17 per cent of Peppa retail sales, making it the third biggest category for the property (behind apparel and toys). Innovation doesn’t just have to mean adding technology. In fact, if you’re including tech elements just for the sake of it, you’re probably heading for a fall. Innovating can be about ﬁnding those areas that aren’t immediately obvious and making your brand or product work in them. Innovation was also a major theme at our Toy & Game Inventors Workshop last month. In his opening address, Dr Jim Wyatt from Wow! Labs said: “Like no other industry I have ever seen, the toy industry thrives and prospers on innovation – and it needs people with ideas to help it continue to grow and innovate even further.” Innovation, taking yourself out of your comfort zone and trying something new which you believe will lead to growth is right at the heart of every company in this fantastic industry. Be they licensor, toy manufacturer, retailer or, indeed, trade magazine. Or at least it should be, because as Dr Wyatt also pointed out, without new ideas, the industry would simply stagnate. Samantha.Loveday@intentmedia.co.uk

October 05

NEWS

Frozen success “truly unprecedented,” says Disney

Firm admits that while it expected the animated ﬁlm to be a hit, to predict that the brand would take off in the manner that it has “isn’t possible”

By Billy Langsworthy THE SUCCESS of Frozen at retail has been “truly unprecedented,” Disney has told ToyNews. Frozen has become the highest grossing animated ﬁlm of all time and, away from the box office, has caused a stir on the shelves with successful lines spanning several categories in the toy industry.

“Predicting that it would become the number one animated movie of all time and a true global phenomenon with merchandise ﬂying off shelves isn’t possible, but we work every day with our licensees and retail partners to make it a continued success. “[The success of Frozen at retail has been down to] great teamwork between

This is still just the beginning of the journey for Frozen at retail. Mike Stagg, Disney Mike Stagg, general manager, retail for The Walt Disney Company UK & Ireland, said: “We always believed in Frozen and were conﬁdent from the outset that it would be a hit.

Disney, our licensees and retail partners, all working together to deliver high quality, innovative products that extend and build on the wonderful storytelling, characters, adventure and

magic that fans have really connected with.” The company admits its initial Frozen range was limited, but with the brand now in phenomenal demand, Disney believes this is just the start for the property’s legacy at retail.

“The success of Frozen is truly unprecedented,” continued Stagg. “Last year our licensed range was relatively small, however due to the phenomenal demand there is now a much broader range available which

contains really exciting and innovative product. “Frozen is a long-term opportunity for the business, I believe this is still just the beginning of the journey for Frozen at retail.” DCP: 020 8222 1000

New site to help grow Oxford Games Freddie Scott Vollrath, the daughter of Jenga inventor Leslie Scott, will take over mantle of running and expanding the business By Billy Langsworthy JENGA INVENTOR Leslie Scott has launched a new website and online store for her games ﬁrm, Oxford Games, in a bid to grow the company. The new site, www.oxfordgames.co.uk, sells an exclusive edition of Jenga signed by Leslie Scott (£21) as well as several of the other games devised and published by

Scott since she launched Jenga in 1983. These include Ex Libris, Anagram and The Hieroglyphs Game. “A few years ago, we decided to republish two of Oxford Game’s most popular games, Ex Libris, the game of ﬁrst lines and last words, and Anagram, the game of juggling words, which, like the company itself had been dormant for a while,” Scott told ToyNews.

“When these games proved successful, we compiled and published a new booster pack of cards for Ex Libris called Addendum. This, too, sold well. “For administrative reasons, apart from a few select outlets, we deliberately chose to sell direct to the public via Amazon. This way, Oxford Games could potter along happily with a tiny staff

(actually just one part time employee) and minimum supervisory input from me. “Then my daughter, Freddie, a product and graphic designer, with her own published game, suggested that she would be keen to take on the mantle of running, and growing, Oxford Games– with my help, at ﬁrst, later on her own.” The site is also set to stock vintage games

from the Oxford Games Collection archives like Bookworm and Inspiration as well as a range of other games that Scott is a fan of, like Get Bit! by MayDay Games. www.oxfordgames.co.uk

Let it Go! Frozen Cards Available Now view our complete range at

www.cartamundi.com Units 8 - 17 Sandhurst, Kings Road, Charﬂeets Industrial Estate, Canvey Island, Essex, SS8 0QY. Tel: 01268 511522, Fax: 01268 513109 or e-mail retail@cartamundi.co.uk become a fan at www.facebook.com/CartamundiUK

06 October

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NEWS

Toy & Game Inventors Workshop hailed a major success Inaugural event praised for its high calibre of inventors, speakers and partners in attendance By Samantha Loveday THE FIRST ever Toy & Game Inventors Workshop has been hailed a success by the toy companies, inventors and speakers who attended. The event - held in association with Britain’s Next Hot Toy - took place at Rich Mix on Monday, September 22nd and saw almost 100 inventors pack into the East London venue. Dr Jim Wyatt, creative director of Wow! Labs, kicked off proceedings, telling delegates: “Like no other industry I have seen, the toy industry thrives on innovation - and it needs people with ideas, people in this room today, to help it grow further.”

in association with

Toyologist Peter Jenkinson took charge of the board game panel and was joined by Richard McLuckie from Pants on Fire Games, Tristan Hyatt-Williams and Dean Tempest from Big Potato, Ben Hogg from Esdevium Games and board game expert Daniela Pietrosanu. A lively inventor panel, chaired by Dougal Grimes, director of inventor relations at Hasbro, saw Sir Torquil Norman, Bluebird Toys founder and creator of The Big Yellow Teapot; Rena Nathanson, founder

We were struck by the sheer breadth of young talent in the industry. These are the kind of people Sambro is looking for. Nikki Samuels, Director, Sambro Following the opening address, Phil Sage, director of global product acquisition and inventor relations at Hasbro, took delegates ‘From Sketch to Shelf’; Wendy Philips from The Toy Safety Experts outlined what inventors need to bear in mind in toy safety; while Playtime PR’s Lesley Singleton offered them tips on how to sell their big idea. Three panel sessions completed the morning. Steve Reece from Kids Brand Insight chaired What Retail & Consumers Are Looking For, introducing Wendy Munt, former Argos buyer and director of Be Inspired; Dr Amanda Gummer from Fundamentally Children; Cara Davies from Firebox.com; and Becky Ottery from the independent retailer Eclectic Games.

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of Bananagrams; Richard Heayes, founder of Heayes Design; and Dr Jim Wyatt, share stories about how they broke the industry. Inventors were then given the chance to pitch to Asobi, Cartamundi, Hasbro, Flair, John Adams, Sambro, Vivid, Casdon, Trends UK, HTI, Wow! Stuff and Guandong Alpha Animation. “What struck us about the event was the sheer breadth of young talent in the industry,” said Nikki Samuels, director at Sambro. “These are exactly the kind of people Sambro is looking to work with. We will keep ToyNews up to date as we progress our discussions with them.” A full report on the Toy & Game Inventors Workshop will appear in the November issue of ToyNews.

NEWS

Orchard Toys confident this Christmas thanks to strong pre-school growth Pre-school specialist reports significant growth in the two years and above age range By Robert Hutchins CHRISTMAS 2014 is already shaping up to be another successful one for Orchard Toys, thanks to significant growth in the pre-school sector. The firm reports that the category has shown strong progression overall and in particular the two years and above age range. Orchard Toys has already revealed the product lines it believes will be successful this festive season, including three new items: Can You Guess, Cake Monster and Big Dinosaurs, a 50-piece jigsaw puzzle. The firm is also expecting big things from its colour and shape game, Christmas Surprises this year,

and has already seen positive feedback to the range. “In testing and reviews, Christmas Surprises has proved a huge hit. The exciting twist to the game is that when children turn over their cards at the end of the game, it reveals the present,” said Ali Brown, marketing manager at Orchard Toys told ToyNews. “We’re really pleased with our Christmas portfolio this year. From initial forecasts we believe Christmas 2014 will prove to be yet another successful year for Orchard Toys. We have huge conﬁdence that our new lines will all be Orchard Toys favourites this year.” Orchard Toys: 01953 859525

Toymail is a “gamechanger” for tech toys, says Firebox By Billy Langsworthy TOYMAIL, A toy-based email/ voicemail system, will be a gamechanger for the world of tech toys, according to quirky online retailer Firebox. The product allows parents to record a voice message using an app, hit send, and the Toymail toys will speak the message back to their children. Kids can then reply directly using the toy. “Toymail is incredibly innovative,” said Ben Redhead, head of buying at Firebox. “Appcessory toys are common place now, but utilising this technology for the purpose of communication and bringing families together is its unique selling point. Toymail is a game changer in that it’s an appcessory that is more than just a toy – it’s functional too. “We expect that Toymail is going to be a huge hit with families this www.toynews-online.biz

Christmas. Parents are increasingly stretched between their work and home lives and looking for ever more interesting and innovative ways to stay in touch with their little ones. “Toymail means families can stay in touch anytime, anywhere in a fun and exciting way. Toymail will undoubtedly be one of our best selling Christmas gifts for children this year.” Firebox: 020 3375 4219

NEWS ANALYSIS

Infinity and beyond This year, Disney pits the might of Marvel against Frozen’s formidable favourites in its hotly anticipated follow up video game title, Disney Infinity 2.0. Boasting a range of new figures, Robert Hutchins takes a look at why toy retailers should be getting in on the action this Christmas ON PAPER, a soiree of Captain Jack Sparrow, Buzz Lightyear, Mr Incredible and Frozen’s Elsa has all the makings of an eccentric dinner party. Throw in a bottle of tequila and who knows where the night might lead? But in reality, what this melee of characters has achieved is nothing short of a global force to be reckoned with, at retail. When Disney Infinity launched last year, armed with a roster of iconic characters from the studio’s portfolio of movies, it delivered a new challenger to the Near Field Communication toys category. An arena previously owned by Activision’s Skylanders, Infinity took to it like Donald Duck to water, selling three million units worldwide and generating $500 million. In fact, it only narrowly missed out on the top spot in the category to Skylanders Swap Force. Disney has now revealed that it will be aiming even higher this year with Disney Infinity 2.0, introducing 10 October

a new batch of heroes to the game-to-life space, including a menagerie of Marvel characters. Armed with a new wave of characters, Chris Dring, editor of video games trade magazine, MCV believes Disney Infinity 2.0 could well be stealing the limelight this Christmas. “With the popularity around the Marvel characters, [Disney Infinity 2.0] could well outstrip last year’s Infinity and be

one of the biggest kids games of Christmas,” he explains. “The inclusion of Guardians of the Galaxy, along with The Avengers characters, will likely prove a big draw.” While the Marvel element may appear to be its biggest appeal this time around, Disney notes that Inﬁnity 2.0 will also offer fans a more immersive platform with which to engage with their favourite Disney movie characters. “We believe this next chapter in the Disney Inﬁnity series truly

senior marketing manager for Disney Infinity 2.0. “The Toy Box mode is really the heart of the game and the enhanced features mean that the Toy Box is now a lot more accessible and even more immersive. “What’s more, the figures themselves are very, very high quality and really nicely stylised,” she continues. “There is real value in collecting the figures from a display perspective.” When it comes to fan appeal, Disney Infinity and Disney Infinity 2.0 is certainly casting its net wide, drawing on a

really well known and appeal to both boys and girls,” says Steve Kerrison, owner of independent toy store, Kerrison Toys. “What’s more, as stand alone figures, the quality and the price means that for not a lot more than other action figures, you have something that offers incredible play value when used in the Infinity game.” Last year, Kerrison saw Disney Infinity outsell Skylanders, a result he

We are always keen to explore what more we can do with Disney Inﬁnity in the toy space. Yolande Vandenbulcke, Disney Inﬁnity takes this gaming experience to the next level with its incredible line-up of characters, new adventures and enhanced features,” says Yolande Vandenbulcke,

catalogue of beloved characters, from Monsters University’s Mike and Sulley to Marvel’s Thor. And it is for this reason that many believe Inﬁnity can sit comfortably on toy shelves across the globe. “With Inﬁnity, the characters are already

believes is down to not only Infinity’s appeal as both a game and figure range, but its wider appeal outside of the Infinity universe. And it’s a belief echoed across industries. “It’s an interesting time for the toys-to-life genre,” continues MCV’s Dring. www.toynews-online.biz

“I think Disney Infinity is worth considering for toy retailers, even if the margins might not be quite what they’re used to. “The toys are extremely high quality, and they’re likely to appeal to people that aren’t just interested in playing the game – unlike Skylanders, which doesn’t have much appeal outside of the video game.” Having stocked computer games since the Atari 2600 first landed on UK shores, Kerrison is well versed in the margins they deliver, and is now looking forward to an onslaught of custom when both Disney Infinity 2.0: Marvel Superheroes and the still to be confirmed Star Wars ranges hit shelves. “The new arrival of Marvel figures will bring in a different buyer and Marvel fans will love what the game brings,” he says. “Then, when we move onto Star Wars, you are opening up to a whole new level of buyers again.” Of course, Disney is also expecting big things from the new game this year, and keenly demonstrated its excitement with a UK launch in which The Avengers ran riot in London last month with an impressive light show, including a 35ft projection of Hulk lifting Tower Bridge. “We are super excited about the launch of Infinity 2.0,” adds Disney Infinity’s

Vandenbulcke. “Disney Infinity has been a global success both from a critics and a sales point of view and with the continued support of our retail partners along with the quality of both the game and the figures, we’re confident that this will be a successful next chapter in the Disney Infinity franchise.” With CentreSoft handling the distribution of the new range, Disney has also revealed that independent toy retailers are high on the agenda this year. “With Disney Infinity being a really fun and compelling video game for kids and families, it is a good fit with toy retailers,” explains Vandenbulcke. “Distribution of Disney Infinity 2.0 to toy retailers and independents is handled by CentreSoft who we work really closely with. “We are always keen to explore what more we can do with Disney Infinity in this space.” However, while retailers eagerly anticipate the Christmas sales of Disney Infinity this year, elsewhere, competition is already hotting up. Later this year, Nintendo will bring its own range of NFC toys, called Amiibo, to market. The initial line-up has already caused a buzz,

featuring the likes of Pikachu, Mario, Link and Donkey Kong. Meanwhile, Skylanders has already made the jump from consoles to tablets with its newest title, Skylanders Trap Team, a full game featuring a controller, a stand and toys. With this in mind the NFC battleﬁeld is certain to be an exciting place to keep a watchful eye on for the near future.

CAMPAIGN OF THE MONTH / PLAYTIME

Air Storm The Air Storm brand is delivering some impressive results for Re:creation, and with a heavyweight launch campaign covering online, PR and TV, the ﬁrm believes its new releases will be a huge hit this season CONTACT Re:creation: 0118 973 6222 www.recreationltd.co.uk SINCE ITS launch in 2013, the Air Storm brand has grown to deliver impressive results for UK distributor, Re:creation. Now armed with a collection of dynamic launches, the brand is currently building on the strong results enjoyed by 2013’s popular product, the Z-Curve Bow.

Re:creation has now unveiled several new products in the range, including Sky Ripperz and the Zano Bow. To support retailers this year, the ﬁrm has revealed its heavyweight marketing programme designed to keep Air Storm top of children’s minds this season.

Storming the internet This September saw the launch of the Air Storm Challenge, a multimedia competition designed to encourage kids to test their target skills and win an iPad Mini in the process. The challenge has been developed to immerse children in the Air Storm brand while creating a virtual sampling opportunity. The Air Storm challenge is hosted at www.airstorm.co.uk where players can also challenge their friends to compete. Furthermore, to ensure that it is as inclusive to as many fans as possible, the Air Storm Challenge is available as an app optimized for both Android and i-devices.

Playtime

WITH SEVEN complete months of audience data now consolidated, by studying historical trends in the toys and games market we are able to estimate whether the market might see a year on year increase or decrease in ad pressure by the end of 2014.

Strong partnerships Re:creation has partnered with the children’s website, Bin Weevils to help drive awareness and traffic to the Air Storm Challenge website. As they play within the virtual world of Bin Weevils, children and young fans can also discover and play the Air Storm Challenge. Pro-active PR With PR placement including Christmas gift guides and competitions across print and online kids’ press, Re:creation believes Air Storm is ready to be high on the agenda among the brand’s core audience in the ﬁnal quarter. Extensive TV With the Air Storm Sky Ripperz TV campaign already producing strong results earlier this year, Air Storm is set to beneﬁt from two further bursts of TV in the run-up to Christmas. The forthcoming campaigns hope to place the upcoming key items, the Z-Curve Bow and the newly launched Z-Curve Zano Bow in the apotlight. Adverts will also include a drive to the online Air Storm Challenge.

Generation Media projects the year-on-year change in ad pressure against toys and games TV advertising

We can estimate that the toys and games market could see a decline of ﬁve per cent year on year in terms of advertising pressure. Although our estimates are carefully measured, there are, of course, best and worst case scenarios.

If the Aug-Dec period this year reflects the lowest point of the last eight years (2008) a year of global recession, then the market could decline by -15 per cent. If, however, the period reflects the highest point (2009) growth could be as much as four per cent. Using the last three years as a benchmark, we do not anticipate a significant change in growth or decline. Source: BARB 2014

Toy News PlayTime is provided by Generation Media 0207 255 4650 | www.generationmedia.co.uk www.toynews-online.biz

October 13

NPD RESEARCH

Properties

Retail Sales Trends

Sun shines on the market during August THE UK toy market grew again in August with value up seven per cent and volume up 17 per cent compared to the previous year. This growth was widespread through the market with seven out of 11 super categories increasing sales. Notably, arts and crafts, outdoor and sports toys, building sets and action figures were all in double-digit value growth. Arts and crafts continues to be driven by the loom band craze, while the summer holidays have helped playground equipment and pools drive outdoor growth. Building sets growth is through multiple LEGO ranges, while action figures continues to benefit from film licences with Transformers and How To Train Your Dragon adding to sales. Licensing remains a key element of the UK toy market and accounts for 27 per cent of all UK toy sales YTD, growing faster than the market at eight per cent. For August, the top licence across total toys was Disney’s Frozen which also had the top selling item for the month with the Sparkle Elsa and Kristoff dolls, even eight

months after the ﬁlm release. Other licences which continue to show strong growth in 2014 are digital licence Minecraft, traditional favourite Disney Princess and super hero SpiderMan. Licences aimed at preschoolers have also performed well this month with traditional favourites Peppa Pig, up 32 per cent and Thomas and Friends up 20 per cent, while relative newcomer Doc McStuffins continues to grow, up 41 per cent. “Licences have always been a corner-stone of the UK toy market with £1 in every £4 spent on a licensed toy,” said Jez Fraser-Hook, practice director of NPD Group’s toy business in the UK. “This year has seen a mix of new licences and a resurgence of old favourites. Some are instant classics like Frozen, while other new licences continue to appear

from the digital realms, such as Minecraft. But what is especially encouraging are perennial favourites continuing to grow and expand through new categories and innovation. “While licensing toy products can be a challenge, there will always be a demand for licences that capture consumer imaginations.”

Best item progression August 2014

Little Live Pets Palm Pals Birds Assortment The Character Options product enjoyed a solid month, climbing up the rankings from number 948 to number 62 in August.

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

YTD 2013

YTD 2014

+7%

Source: NPD

Average toy price August ’13: £8.05

August ’14: £7.34

UK RETAIL SALES TRENDS August 2014 (£ sales – value)

August 2014 (Unit sales – volume)

DISNEY FROZEN SPARKLE DOLL ELSA/KRISTOFF

MATTEL

TRANSFORMERS: AGE OF EXTINCTION FLIP N CHANGE

2014 FIFA World Cup Brazil Official Stickers

Panini

HASBRO

HOT WHEELS BASIC CAR ASSORTMENT

DISNEY PRINCESS FROZEN SPARKLE ANNA

MATTEL

THE SIMPSONS MINIFIGURES

HOT WHEELS BASIC CAR ASSORTMENT

MATTEL

DISNEY FROZEN STICKER COLLECTION

PANINI

LEAPPAD EXPLORER

LEAPFROG

MATCH ATTAX ENGLAND 2014 TRADING CARDS

TOPPS

THE SIMPSONS MINIFIGURES

LEGO

PLAY-DOH CLASSIC 4 PACK

ALL SURFACE SWINGBALL

MOOKIE TOYS

LEGO MIXELS

LEGO

TRANSFORMERS ONE STEP MAGIC

HASBRO

MOSHI MONSTERS BLIND BAG ASSORTMENT

VIVID

LOOM TWISTERS FRIENDSHIP LOOM BANDS SET (LARGE) H GROSSMAN

DESIGNER LOOM BAND PACK 300 PIECES

10. LSW GR. VEHICLES 2014

LEGO

10. PLAY-DOH SINGLE TUB ASSORTMENT

MATTEL LEGO

HASBRO

HTI 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, Firebox, Freemans, Grattan, Halfords, Hamleys, HMV, John Lewis, Marks & Spencer, Mothercare, Next, Play.com, Sainsbury’s, Shop Direct, Tesco, The Entertainer, Toys R Us, Toymaster, WHSmith, Wilkinsons. NPD estimates that the epos now accounts for 78% of the total toy market.

01932 355 580 www.toynews-online.biz

October 15

APPOINTMENTS

Industry moves This month, Wicked Vision embraces global growth with a new head of national sales, Schleich and Plum Products grow their national account teams and Pants On Fire is our Team of the Month TEAM OF THE MONTH Who’s in the team? We have a small team comprised of Stuart McKenzie-Walker and Richard McLuckie. Richard’s children Clara and Esmee head up our research and development team. What have been your biggest successes in the last year? This year, it has to be getting Peter Jones and Duncan Bannatyne on board with our Dragons’ Den appearance. That, and approaching Marmite with an idea and developing two games from them.

WICKED VISION The outdoor toy specialist has welcomed a new national sales manager to the team. MARK HOLLAND will now handle all of Wicked’s national accounts, taking over from managing director DAVID STRANG. Strang will now focus on the ﬁrm’s global accounts and new product development. Holland joins the team with 20 years of sales experience under his belt SAMBRO The company has strengthened its buying team with the appointment of LISA MOLLO. An experienced stationery buyer, Mollo joins the company’s buying team having worked for Hallmark and formerly Birthdays. Mollo will now work across all of the Sambro portfolio as well as on brand new licensed collections, including Despicable Me 2.

16 October

PANTS ON FIRE GAMES

What are you working on at the moment? We are very busy preparing for Christmas. We have got a lot of ideas for a new game and a lot of interest from big brands, but we can’t begin developing those until October/November. We do have two more or less ﬁnished formats, one of which we are looking at for a possible licence with an iconic comic brand. Watch out for announcements leading up to Toy Fair. What’s the hardest part of working in the toy industry? Seeing other company’s

and ten years experience in the toys, gifts and games industry. The move comes as the firm reports a fast expanding international business and substantial growth over the last year. RE:CREATION The outdoor toy firm has bolstered its sales team with the appointment of former Golden Bear and Hy-Pro executive, ADRIAN MAYES. He joins the company as general sales manager and will now manage the firm’s sales team and lead all sales initiatives across the company’s brand lineup. He boasts 20 years of experience in the toy industry, having helped build the Smoby business

products and wishing we had thought of that. And what’s the best? Seeing a game develop from our imagination through play testing and ending up on a shelf in a large retail outlet. Who’s the team joker? Stuart. Although, half the time unknowingly. He is also the team idiot. Who makes the best cuppa? Both believe that their tea making skills are superior to the other’s. However due to the fact that Stuart’s grandfather was a tea

planter in India and was instructed from a young age as to the best way to make a cuppa, Stuart believes he makes the best tea. Richard, however, insists that the

in the UK, as well as having held senior sales positions at Golden Bear, Hy-Pro and Rudolf Stein.

Most recently, Sullivan held the position of EVP with Spin Master from 2006 to 2012.

SCHLEICH Former Oregon Scientiﬁc and Mattel executive, JULIA CAKE has joined the company as its new national accounts manager. In her new role, Cake will be responsible for principle major accounts, working directly with country manager, JEZ ROBINSON.

PLUM PRODUCTS The active play specialist has bolstered its sales team with the appointment of a new national account manager. DAVID MAY has joined the team from a buying background, having previously worked as a buyer for Asda in the boy’s toys category. May has also worked for a number of national retailers.

MOOSE TOYS Having enjoyed stints with Mattel, Spin Master and Tyco Toys, MARK SULLIVAN will now be heading up Moose Toys’ US division. A well-known ﬁgure in the toy industry, Sullivan started his career as a toy inventor, before moving to the corporate world with Tyco Toys. Here he spent nearly ten years in various senior roles, before moving to Mattel.

SEGA EUROPE KAY FERNEYHOUGH has joined as licence manager. She will be working with head of brand licensing for Europe, SISSEL HENNO to help drive brand presence at retail and build new relationships. She will manage the day to day licensing programme at retail, working with

milk should go in second and that sugar should not be stirred in using a circular motion. Absolute rubbish, of course. In this case Richard is the team idiot.

licensees and retailers to ensure the best brand executions at store level and ﬁnd new initiatives to interest Sonic fans. IAN WICKHAM Congratulations to the former Tomy, Mattel and Re:creation exec who has successfully won a full scholarship for an executive MBA at the Surrey Business School, University of Surrey, starting this month. Team and individual tasks, a panel interview, a personal statement and a 20-minute presentation with no visual aides were all endured at a full-day assessment centre back in July. Over the two years it will take to complete (outside work hours), the course is designed to put the knowledge learned to work as each module is studied and completed. If there are any companies out there who feel they could beneﬁt from this, Wickham can be contacted on ian_ wickham@hotmail.co.uk.

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OPINION

Future prospects Steve Reece looks at how new technology can shape the industry, and what possible impact it will have on some of the sector’s strongest brands

TECHNOLOGY MOVES in waves. There’s always a new wave on the horizon, and always another petering out at the shoreline. The toy industry has been an ardent adopter of new technologies, and indeed many smash hit products have featured new technology. The challenge is things always move on, and hit products which depend on transient factors for the key purpose are unlikely to remain hit products for long. Roughly ten years ago I found myself immersed in the DVD games explosion (in my time at Hasbro I was one of a team of people

managing the company’s foray into this market) in which both the board games and home video industries embraced the opportunity for more socially inclusive gaming utilising the audio visual capacities of the devices in every lounge i.e. TV and DVD player. The size of that market became rather impressive in a very short time. Sadly the plummeting drop off in sales soon after marked just as drastic a change, and the opportunity more or less disappeared. Currently, we’re set for another round of upheavals. Having seen the peak of virtual worlds,

followed by the mass adoption of app gaming by our target market, i.e. kids, there are now

(at least) three major new technology waves heading in for shore. Virtual reality is not new as an idea – I remember using a not very fulﬁlling VR headset 20 years ago. Well, now VR is ﬁnally ready to come of age, the Star Trek holodeck could be with us sooner than we realise. 3D printing is widely acknowledged as a threat to our industry; with potential to be as disruptive as the dawn of the digital download age was to the music and entertainment content businesses. Drone technology is the third headline-grabbing trend likely to affect

our industry, albeit in a somewhat different way. It seems inevitable at this point that retail home delivery is going to be revolutionised by this tech in some shape or form in the blink of an eye. But here’s the point – technology comes and goes, and the next few years will see winners and losers with these technologies, but brands are as close to permanent as you can get. Those who own their own brands can deploy them in new technology driven directions, those who don’t can’t. Brands are always what separate the winners from losers.

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

Loom and gloom Following news that certain Loom Band charms are unsafe, BTHA director general Roland Earl sheds some light on the recent reports and details what retailers need to know

LOOM BANDS have been the craze of the year. And for good reason - lots of children and lots of adults have been having lots of fun with them. Are they crafts? Art? Fashion items? Construction toys? They are all the above and they are being enjoyed by so many across the generations. But the media have raised some concerns on the back of the craze, which can of course accompany new playthings. Here are some general pointers from the BTHA: Reputable companies design toys using materials that conform to safety requirements, test

materials and products where necessary and keep technical ﬁles on the toys they produce to prove conformity to strict safety regulations. British Toy and Hobby Association (BTHA) members

the materials restricted within toys. Everybody, particularly retailers, should be aware of untested cheaper products using materials that may contain restricted chemicals or materials

Everybody, particularly retailers, should be aware of untested cheaper products using materials that may contain restricted chemicals. use materials that are either checked for chemical content under Toy Safety and REACH restrictions or are risk assessed to ensure they are unlikely to contain

where compliance has not been checked, particularly given the huge popularity of the Loom craze which has encouraged non-experts in toys to import products

which they may not fully understand from a toy safety perspective. Loom bands should not be given to children under three years of age and therefore should carry a ‘not suitable for nought to three ages’ warning and all toys should carry the CE mark for sale in the UK. The BTHA suggests consumers buy toys from reputable retailers that they would trust to know how to sell safe toys and who understand their obligations under the strict toy safety legislation. Parents will want to know their children are playing safely. Our general advice applies to Loom Bands as for other toys:

Always read the labels on toys and ensure that they are suitable for the age of the child playing with them. Keep toys with small parts away from younger siblings and pets to avoid any chance of swallowing small parts which could causing choking hazards. With Loom Bands in particular make sure the child does not wrap a single Loom Band or too short a length around ﬁngers, wrists etc which could cut off blood supply, and they should not be ﬂicked at other children for obvious safety reasons. And as with any toy, Loom Bands should be played with in the way that is intended.

Roland Earl is the drector general and company secretary at the BTHA. He can be contacted at: Roland@btha.co.uk.

18 October

www.toynews-online.biz

OPINION

It’s a jungle out there David Smith takes issue with a dodgy Twitter campaign that attempted to make his toy news site, Toy Talk, tweet about the slightly unrelated world of insurance services

THE INTERNET is an incredible tool for business and the time is long past when you could ignore the beneﬁts of having your own website, whether to sell your products directly to the public or just to raise awareness of them. Social media has brought new ways to promote your business, but there are potential pitfalls. An ill-judged tweet can cause real damage, while it’s very easy to fall foul of Google’s rules if you try to boost your site’s search rankings. Pay an SEO (Search Engine Optimisation) specialist to boost your site in the listings and you can really get into trouble –

Google doesn’t like paid-for links and hates keyword stuffing. Stray too far from Google’s guidelines into the territory of ‘black hat SEO’, and you risk getting removed from the search results, effectively a death sentence for a website. This makes it vitally important to be careful with your company’s hard-won online reputation, and while Twitter may seem like a more lawless place with no Google to patrol it, you still have your reputation to uphold. This makes it all the more disturbing to be contacted by a major company like John Lewis to help promote insurance services.

John Lewis Insurance, it appears, has been running a ‘Your Toy Story’ campaign, which focuses on classic toys like the teddy bear and the Rubik’s Cube.

about it (as well as posting to Facebook), making sure to “retweet John Lewis Insurance a couple of times during the course of the campaign”.

An ill-judged tweet can cause real damage, while it’s very easy to fall foul of Google’s rules if you try to boost your site’s search rankings. What this has to do with insurance is unclear (I’m being polite – it has nothing to do with insurance), but an SEO account executive working with John Lewis recently asked me to put an article on the Rubik’s Cube on ToyTalk and then tweet

I declined the generous offer of £100 for this. Why would a toy news website want to tweet about insurance services, and what would it say about ToyTalk? Our followers might have thought I’d sold out (believe

me, it would take more than £100 for me to sell out – at least twice as much, in fact) and a little bit of ToyTalk’s reputation would have been chipped away. The online world can be a bit of a jungle, and it’s all too easy to take a wrong path and ﬁnd yourself lost in the murky depths. I wouldn’t have expected John Lewis to be beckoning me down one of those wrong paths.

David Smith runs the consumer-focused toy news site ToyTalk (www.toytalk.co.uk) and is the author of the book, 100 Classic Toys.

Balloons bring smiles and sales Qualatex’s Anna Bubnova on why independent toy shops looking for new ways to engage with customers should embrace inﬂatables

IN THIS age of online shopping, more and more independent toy shops are looking for new ways to engage with customers. The key to bringing more people through your door is to provide a true shopping experience and personal service that can’t be found on the Internet. By adding balloons to existing toy offerings, retailers can capitalise on this service-driven category while maximising each sales transaction. In comparison to other product categories, balloons require a relatively low investment. They are also very proﬁtable, especially when sold as a coordinated bouquet that

has a higher perceived value to the customer. Colourful balloons have the ability to bring smiles all on their own or as part of a gift presentation, so they naturally go hand-inhand with toys. Even if a customer doesn’t come into the store with the intention of buying balloons, that can change as soon as they see balloons on display. That’s because showing inﬂated balloons is the best way to sell them. To further encourage purchases, try offering packages or promotions such as ‘toy of your choice with a birthday balloon bouquet.’ As a category that’s driven by special occasions,

with birthdays being the biggest of those, balloons hold great proﬁt potential for toy retailers. When you think of birthdays as the ‘everyday holiday’, it’s easy to imagine how many opportunities there are to capitalise on this huge market for balloon sales. Additionally, licensed character balloons can be a great promotional tie-in with other licensed products and upcoming movie releases. Qualatex Bubble Balloons, for example, are offered in many popular licensed designs. With their unique 3D appearance, these stretchy plastic balloons are a great way

to draw customers in for a closer look, and ultimately a higher sale. By adding balloons to your offering, you’re providing an extra service and convenience to customers to enhance

their gift-buying experience. With a little training, which Qualatex can provide, it’s easy for any toy shop to start professionally selling inﬂated balloons and enjoying increased proﬁts.

Anna Bubnova is the marketing communications manager at Pioneer Europe. She can be contacted at anna.bubnova@qualatex.com.

www.toynews-online.biz

October 19

KIDS MEDIA SPECIAL: iGEN

Ad men Toy companies have a wide range of media at their disposal to showcase their products to the right demographic. Be it via radio, TV, online or in print, each medium boasts its own unique offering. Billy Langsworthy talks to leading figures across each sector to find out how toy firms can make the most of what’s out there. Kicking us off is Generation Media, shining a spotlight on the impact smartphones are having on kids’ media landscape IT’S HARD to believe the first PlayStation console was on the top of most kids’ Christmas wishlists a full 19 years ago. Back in 1995 many families faced a daily battle as to whether the traditional living room TV would showcase programming content or video gaming. This scenario is now increasingly rare, with most homes housing multiple TV sets and more prominently, smartphones and tablets. When Apple released its first iPad back in 2010, around 20 per cent of UK households had a smartphone. Those adoption figures have accelerated rapidly and 2014 is likely to see around

half of all households possessing a tablet device, with two thirds having access to a smartphone. With technology evolving constantly, not only do kids have access to these devices (70 per cent now go online via mobile phone or tablet) they are also beneﬁting from their own parents’ upgrades. Thus the number of touchpoints that kids consume content on is increasing – averaging three per week at present – and their preference to use a smart device for added control and choice is evident. According to a recent major independent children’s survey, 60 per cent of ﬁve to 16 year olds

watch TV every day, but 64 per cent access the internet every day. Two thirds of ﬁve to 16 year olds now access YouTube at least once a week, admitting in the report that “normal TV is boring”. This is an interesting perspective, although the research mentioned above is mainly qualitative. When we look at BARB data, we see a somewhat different story. In fact, kids’ TV viewing has increased by 27 per cent since 2010, from 15 minutes to just over 19 minutes per week. Furthermore 50 per cent are now watching TV via a tablet, which is considerable, but it doesn’t come close to the 90 per

cent of kids who consume content on a traditional set weekly. This suggests that tablet and smartphone usage is not eating into kids’ exposure to TV: rather that second screening is becoming more prevalent. The challenge for advertisers is to cut through these multiple layers and engage with their audience by joining up the mass reach of TV and the engagement of digital. Consider that in any given ad break on a kids’ TV channel, between six and nine commercials are served. Compare this to a platform such as YouTube TrueView, where advertisers only pay when a viewer watches at least

30” of a commercial – theoretically charging only for those who are interested in the product and thus those most likely to convert to sale. It is this kind of model that is likely to grow in stature. Take Sky AdSmart for example which employs a not dissimilar approach. Digital also allows for instant and extended brand conversation, serving a unique interaction that TV cannot match. Toys and games advertisers are only now coming to terms with the reality of their audience being in two places at once, with the proactive brands adjusting their marketing efforts accordingly.

Tablet and Smartphone UK penetration vs. kids TV viewing 2010-2014 70

20.00

19.00

18.00

40 17.00 30 16.00

15.00

10 0

2010

2011 Tablet

2012 Smartphone

2013

2014

14.00

Kids’ TV Viewing Source: Ofcom, Statista, BARB 2014

www.toynews-online.biz

October 21

KIDS MEDIA SPECIAL: TV

Screen idol

David Murphy, Kids Controller, sales at CITV Breakfast tells Billy Langsworthy why the small screen remains a vital means of showcasing toys to its target audience What can TV as a medium offer toy companies? TV continues to be a fantastic advertising medium offering the perfect visual showcase for your product. It provides toy companies with a consistent and effective method of reaching their consumers, creating awareness and interest, prompting further search through other mediums such as online and ultimately leading to sales. What range of opportunities does CITV have for toy companies? CITV has over 30 years heritage providing tried and tested entertainment for kids in the UK. We believe we have the shows that kids want and this hopefully leads to the great viewing ﬁgures that advertisers are looking for. Spot advertising remains our core opportunity for advertisers, but we are increasingly responding to more 360 briefs by offering

CITV strand sponsorships, digital and online solutions, on-air competitions and off-air activations. What toy companies have you worked with in the last year and how did you shape the campaigns? As always, from a spot point of view we have worked with the majority of regular TV advertising toy companies, from the smallest to the largest. This year our toy company sponsors have also included Innovation First, Creative Toys, Character Options and KSG Sequin Art, as well as Kellogg’s and the National Trust from outside the toy industry.

create talking points, drive interaction and further search online and hopefully lead to great sales as the end result. In a nutshell, what would you say to toy companies thinking of working with TV?

TV advertising provides the perfect opening to a campaign. It provides the ‘big bang’ of awareness that allows potential customers to hear about your product, stimulating interest to ﬁnd out more about it.

TV advertising should then work seamlessly alongside other media at every opportunity. This kind of collaboration helps to create an effective and fully integrated campaign that delivers a consistent message.

We believe that we have the shows that kids want and this hopefully leads to the great viewing ﬁgures that advertisers are looking for. David Murphy, CITV Breakfast

What can TV offer toy ﬁrms that other mediums like radio, print titles and online cannot? TV can offer the greatest shop window, allowing advertisers to reach their consumers with the maximum impact. As well as creating awareness and knowledge amongst potential customers, a great creative TV advertisement can grab consumer attention, www.toynews-online.biz

October 23

KIDS MEDIA SPECIAL: PRINT

Page turner Redan Publishing’s joint MD Julie Jones tells Billy Langsworthy why toy ﬁrms shouldn’t ignore print media What can children’s print as a medium offer toy ﬁrms? Magazine advertising complements any marketing programme as the environment of the magazine lends creditability and longevity to the campaign, strengthening its impact. Buying a magazine involves an active choice from parent and child. Children love the characters and see them as their friends, while parents perceive magazines as educational and a positive alternative to TV and other screentime activities, giving a silent endorsement to any content and the impression that ‘if Sparkle World thinks this is okay – it must be.’ Well designed, innovative advertorial content can really engage readers for considerable lengths of time, meaning that children don’t automatically ‘switch off’ when they see promotional content and our best-selling titles have more readers than some of the children’s TV stations have viewers, so the quality (and quantity of hits) can be greatly improved by advertising in magazines. Done properly, print offers the opportunity to properly interact with your audience by inviting children to take part in activities on the page and spend some time (often with parental input) thinking creatively about the product. What opportunities can Redan offer toy companies ? We have all of the standard advertising options such as full page ads and inserts but we also offer advertisers the chance to design posters, perforated activities and even to sponsor whole workbooks. We can use digital scanning technology like www.toynews-online.biz

QR codes to link through to online content, whether that be trailers, sizzlers or games. Also, all our bagged issues provide a really easy and cost effective way to sample product or inserts.

What toy companies have you worked with in the last year and how did you shape the campaigns? LEGO are particularly creative with their print campaigns. Sparkle World is currently half way through

the opportunity to capture the child’s imagination and to engage them in spending some time interacting with the product on the page. Radio and TV ads are generally either talked over or fast forwarded

Print adverts can capture a child’s imagination and become an invaluable way to recruit readers as brand ambassadors and create a genuine buzz about new toys. Julie Jones, Joint MD, Redan We are really happy to talk to any innovative would-be advertisers who like to think outside of the box. Online cross-overs, voucher codes, product sampling, reviews and competitions are all excellent ways to gain coverage and generate a buzz around a new product line or brand.

an innovative advertorial campaign for LEGO Friends, which includes some fantastic activities tailored to seasonal opportunities and bespoke extras like reward stickers. What can print offer toy ﬁrms that mediums like radio and TV cannot? Editorial endorsement and

through, but if you have an interesting activity or advertorial slant to your print advertising children and parents will take time to get involved. Magazines have the longest lifespan of all media outlets. Children tend to collect and treasure their magazines and share

them with friends and family, so the advert is never thrown away, plus they will often go back to them so the ad has a much longer life. In a nutshell, what would you say to toy ﬁrms considering working with print titles? Given the right design treatment, print adverts can capture a child’s imagination and become an invaluable way to recruit readers as brand ambassadors and create a genuine buzz about desirable new toys. They can point to online campaigns and help to reenforce TV advertising by going beyond the basic sell. They are also relatively cheap by comparison. When you’re planning your advertising spend you really are missing a trick if you don’t work some print opportunities into your budgets. October 25

KIDS MEDIA SPECIAL: RADIO

Sound as a pound Joe Friel, Folder Media’s content and partnerships manager, works on the UK’s only broadcast children’s radio station, Fun Kids. He tells Billy Langsworthy how radio can help toy ﬁrms boost their return-on-investment without burning a hole in their budgets

What can radio as a medium offer toy ﬁrms? Reports consistently demonstrate that radio is a vital part of the advertising mix. If radio is used alongside the likes of TV it can increase your overall ROI with no increase in your marketing budget. Radio also continues to be a great companion medium. On average, 90 per cent of the country listens to 22 hours a week and that’s because it’s there throughout their routine. This last point is important – children have busy media lives, but this isn’t to the detriment of radio listening. In fact, it opens up new opportunities. For example, Bin Weevils users can open the Fun Kids player in-world accessing unique Bin Weevils radio content. We have found radio and online works very harmoniously, with our listeners over four times as likely to buy toys online than children on the whole. When considering what radio offers though, I’d really stress for advertisers to look beyond the traditional 30 second www.toynews-online.biz

spot ad – at Fun Kids that’s a small share of our advertising activity. Radio is signiﬁcantly evolved, and we can offer highly creative content that’ll integrate brands with our programming in a way that our audience will enjoy and tap into the core themes of play and imagination.

excitement about the ways we can engage our audience with their products that they’ve not yet tapped into. We also deliver fairly lowcost solutions too, that are still highly creative, which means trialling the format is low-risk. And it also helps that our audience continues to grow year on year.

We’re not so much of a babysitter service that you see for other mediums. Joe Friel, Fun Kids Have you seen toy companies embrace radio in the last few years? I’m glad to say yes. Fun Kids has existed for ﬁve years and naturally the drawback with being as unique as we are is that there’s not necessarily a precedent and it’s always seen as a gamble trying your format for the ﬁrst time, especially for toy companies which have traditionally focused on visual. However, as brands sample Fun Kids and see what we can deliver – whether that’s broadcast, digital, video or events – there’s been growing

What opportunities does Fun Kids have for toy ﬁrms? Fun Kids listeners are big fans of toys, three times as likely to spend over £10 per week on toys than other children. And there is a wide range of opportunities to reach this audience, from various competitions to show sponsorship. A very popular means of advertising is through bespoke features (normally 60 seconds long) that are based around a theme related to your product or brand. These are a great way to spark children’s

imagination around your toys, literally bringing them to life. We also have a sizeable online presence and plenty of options to work with integrated web content, web banners, games, interactivity and bespoke mail outs. What toy companies have you worked with this year? Over the summer we worked with LEGO, to drive engagement around its roadshow events. We created a competition where we gave one of our audience the chance to be a Fun Kids Reporter at the event. This was a great way to create excitement around LEGO’s products and generated special content broadcast on air involving children directly interacting with the products, providing fantastic endorsement for fellow children. What can radio offer toy ﬁrms that mediums like TV and online cannot? Our research shows that we’re not so much of a babysitter service that you see for other mediums. We consider this a big advantage because it

means toy ﬁrms can excite children about their toys while delivering key messaging to parents who hold the purse strings. Radio is also able to turnaround campaigns much faster than most other media. Live presenters mean new messages can be delivered on air within hours, and producing or altering features and adverts is naturally quicker than for the likes of TV. Another interesting area is pricing. All mediums are becoming competitive, but delivering creative audio is still much cheaper than visual. We can deliver campaigns for budgets from £500 to over £30k. What would you say to ﬁrms thinking of working with radio? We must no longer think of TV vs. radio vs. online – after all children don’t. Radio is an integral part of the mix and including it is proven to improve the efficiency of your overall campaign. It’s easy to do this due to the competitive costs we can offer. October 27

TOY FAIR 2015 BUILD UP

Fairy godmother This year, the BTHA appointed a new head of operations and sales for London Olympia’s annual Toy Fair. Robert Hutchins talks to Majen Immink about her new role and her plans for the industry’s biggest showcase You will be heading up your ﬁrst Toy Fair in 2015 – how exciting is this period for you? It’s been great so far, we have been busy preparing for next year’s show which means the summer has flown by and we are now very nearly sold out of space. There is a lot more work to be done between now and January, but I’m really looking forward to seeing it all come together. What plans have you got for the show in your ﬁrst year at the helm? I am very fortunate to follow in the footsteps of fantastic predecessors, meaning I inherit a show with a great reputation and strong standing in the calendar. I will look to continually improve the show year-onyear and ensure it evolves in line with exhibitor and visitor feedback so that the fair maintains its position as a key industry event. What new ideas have you got for Toy Fair 2015 and beyond? Toy Fair 2015 will welcome a number of new exhibitors, which always adds a new

28 October

dimension both visually and in terms of the ambience. The show has got to a very good point, so now it’s all about ﬁne tuning the event rather than any massive overhaul. Having listened to feedback off the back of the 2014 show, we will be increasing seating for 2015 while still maximizing the space we have. All visitors will be receiving ﬂoor plans/exhibitor lists upon entering Olympia to help navigate their way around the show. Venue wide WiFi has also been installed and we are continually looking to simplify the administrative process for exhibitors and to improve the information displayed on the website. Toy Fair TV will once again be rolled out and this year all participating exhibitors will be able to receive raw clips of their footage free of charge. The Demo zone will become the Toy Fair TV studio to create a hub from which we can conduct more interviews and features. What challenges have you faced so far? There is always an annual

challenge in trying to manoeuvre the ﬂoor plans to accommodate exhibitors looking to increase their stand size or move location. We have steadily increased the footprint over the past couple of years in order to be able to achieve this, and we will continue to monitor the situation and evolve accordingly. How are you planning to match the success of last year’s Fair? The 2015 show will cover the same footprint as the 2014 event with a similar number of exhibiting companies. Visitors can anticipate another visually spectacular show full of exciting launches and we aim to build on the success of last year’s show by improving the overall experience for both exhibitors and visitors. After all, our exhibitors and visitors make the show what it is. What numbers are you expecting to the show next year? The number of exhibiting companies will be very similar to last year’s show. We currently have a waiting

list for exhibitors looking for small stands, which we expect to increase over the months. We are also welcoming back some key companies who have previously exhibited and recognise the beneﬁt of being present at the Toy Fair. What plans have you got for the Gallery this year? The upper level will see the return of many of the 2014 exhibitors – both large and small – and has become a hive of activity over the past couple of years. We welcome companies of all sizes to the gallery level and have worked with some great repeat exhibitors to increase their stand size for 2015.

Is there room for expansion next year? We will be monitoring the waiting list and hence the amount of extra space required before taking any steps to potentially increase the footprint of future shows. How has the ﬁnancial climate impacted the show’s success? Is the popularity indicative of the improving economy? The ﬁnancial climate has undoubtedly impacted companies across the toy industry, as it has many other industries. Nevertheless, despite budgets being restricted it’s fantastic to see so many exhibitors return to Toy Fair year in, year out.

www.toynews-online.biz

SUPPLIER PROFILE: ZEON

Time lords

It’s been a strong year for watch, clock and gift specialist, Zeon with undying love for One Direction, Frozen and Doctor Who fuelling sales. Robert Hutchins talks to head of licensing, Rob Hughes about what’s in store for next year and the onslaught of Minions merchandise How has 2014 been for Zeon so far? So far, this year has been as we expected. We have seen an uplift with brands, like Disney’s Frozen, which has just been a licence to print money, really. Frozen probably compensates for a couple of others that have been a bit down and it has certainly picked up any slack. A couple of licences have been a bit down so far, and that has surprised us a bit. Whenever you sign a licence, you expect it to do well. So, it’s disappointing when something doesn’t quite work. We expected to be doing really well with Marvel. It’s our ﬁrst year with it and sometimes brands like this take a little while to bed in. So, we will wait for next year, with the new movie.

happening throughout the summer. Demand has remained very strong for Doctor Who. Star Wars is still very good. I think Disney will keep that one right up there, what with the new ﬁlm at the back end of next year. Ours is the classic licence, but the new ﬁlm will certainly keep the brand in the public eye.

Which brands have performed best? Well next to Frozen, Doctor Who is ahead of expectations this year. It was up on last year, which is remarkable because up until the new series launched three weeks ago, there wasn’t really anything

So, business is certainly coming from our watches. That said, we have a growing ceramic line. The market we are developing is for 3D, 2D relief and heatchanging mugs, etc. We have done very well in that and have some more great things coming through this year and next. Ceramics is where the growth is coming from in the next six to 12 months.

Which of your product lines has performed well this year? Zeon is principally a watch and clock company and our Disney licence essentially covers timepieces.

What brands have taken you by surprise this year? The longevity of One Direction. We renewed 18 months ago and we have just renewed again. If you had said to me that we’d be doing One Direction in to 2015, I would have called you mad.

Frozen has just been a licence to print money, really. Rob Hughes, Zeon

What is exciting Zeon for 2014/2015? The Minions is really exciting us. We have recently signed a licence covering both Despicable Me movies and The Minions movie. The development time for that licence has been longer than we would have liked. That’s possibly a reason why we are ﬂat, as we factored in business from The Minions to hit before Christmas. I think it will all be coming in 2015 now. 30 October

We have also signed a DC Comics licence, so we will have some Batman and some Superman products on display. When you look at top grossing movies in the last ten years, Batman is always right up there, we are optimistic that one will do well for us.

How do you choose which brands to work with? We like to have offerings for boys and girls for preschool, teenage and for adults. So we look for the gaps. I would say that is where we have been strong in the past – on Hello Kitty and Me To You – but at present this is a bit of a gap for us. We will look at the gaps, then go out and find the best licence to fill them. With Me To You, we signed it in the year that they decided to take it younger and signed up five toy companies. It didn’t really work for us and as a result the older consumers who we were targeting were turned off the brand.

And one younger licence we are looking at very closely is Teletubbies. The new series was announced recently and I have a lot of respect for Character Options as the new master toy licensee. Looking at what they have done with Peppa Pig and Doctor Who, it would be a silly man to bet against them making a success of Teletubbies. So, that is certainly something that is on our radar. The problem is the preschool market is awash with properties, making it a lot harder to pick, and making my job harder. What are your expectations for Christmas 2014? This Christmas is a funny one. Generally speaking, the economy is doing better, unemployment is down again, and I think people will get out and spend. We are optimistic about a good ﬁnal quarter. What toy retailers do you currently work with?

Will you be expanding your toy retail presence? We do good business with Toys R Us. They are adventurous and increasingly willing to have a go on new things. Beyond them, traditional toy retailers are not a big part of our business. We do trade with Toymaster and we do bits with Smyths Toys, but given how they are doing, we don’t do nearly enough. It is something we will look to increase in the future. One of the product categories we are in quite heavily with is torches. Kids’ torches traditionally do well in toy outlets. If we thought we had a really strong Teletubbies licence for example and we did torches for that, I would be disappointed if Smyths Toys didn’t look at that.

Will you be developing products for that younger market? We have always done watches and clocks aimed at pre-schoolers. www.toynews-online.biz

News Media

Dedicated monthly licensing coverage for the UK

Opinion

Collectors driving Guardians of the Galaxy toy sales More products also on the way featuring Groot, Marvel Licensing reveals to ToyNews

by Billy Langsworthy COLLECTORS ARE driving the success of Marvel’s Guardians of the Galaxy toy ranges, Paul Gitter, SVP, Marvel Licensing, Disney Consumer Products has told ToyNews. The film launched with partners including Hasbro, LEGO and Funko, and the first wave of toy lines have enjoyed healthy sales. “As with most origin films, the product sales start with fans and

collectors,” said Gitter. “Anything for collectors and fans [are selling well], like Hasbro’s Marvel Legends line, Funko’s vinyls, and adult t-shirts. And the LEGO construction sets are performing great.

“Several items for kids, especially the LEGO sets and the Rocket plush, are selling well too, and we know the interest with kids will only grow as we get closer to the holidays and especially the upcoming Blu-ray/DVD release.” Guardians of the Galaxy, like Avengers before it, boasts a team of heroes rather than one standalone ﬁgure, but which of the Guardians is proving the most popular? “As we expected, Rocket has resonated since he is

relatable, tough, and funny. And Star-Lord as the team leader and all around cool guy is strong in toys and apparel,” added Gitter. “The big surprise was Groot, as he connected with kids and adults in a significant way that many could not have expected.” Funko has launched a figure based on one of Groot’s standout moments from the film with the Funko Dancing Groot figure, and according to Marvel, there are more toys on the way featuring the grooving tree.

“How can there not be? He was a breakout star,” continued Gitter. “Kids and fans will be very excited to see some of the new Dancing Groot items we have in store for this holiday season. “One of the concepts launching this holiday at Walmart in the US will be from KidDesigns and will feature the sound activated dancing feature to the Jackson 5 song that kids loved from the film,” Gitter continued. DCP: 020 8222 1000

NEWS

Mega Brands has Busy Outfit7 “high hopes” for extends deal Assassin’s Creed sets with Dragon-i Introduction of new video game brand, alongside SpongeBob SquarePants sets, to further build on firm’s success by Billy Langsworthy MEGA BRANDS believes its new Assassin’s Creed Mega Bloks sets will match the success of its other video game inspired ranges. The firm is launching a Mega Bloks Assassin’s Creed War Machines Range, Battalion Packs as well as Fortress Attack and Gunboat Takeover sets this autumn/winter. “We have no doubt that our Mega Bloks Assassin’s Creed collector’s series will be as successful as our other collector brands,” said Dave Martin, VP international at Mega Brands. “It has an extremely strong product portfolio based on iconic scenes in the video game which are bound to attract Assassin’s Creed fans. The figures are detailed, and with the brand’s cult following already, we have very high hopes for success.” The firm believes that having struck a chord with gamers via its Halo and Call of Duty lines, along with the fact a new Assassin’s Creed game is on the way this year, now is the perfect time for the brand to hit the construction sector. “With an already awardwinning collector’s series, featuring some of the

worlds’ top video game franchises, the popular Assassin’s Creed seemed like the logical next opportunity,” added Martin. “Assassin’s Creed is Ubisoft’s best selling franchise and has sold over 73 million copies (as of April 2014). We’ve had high investment and support from Ubisoft, and with a new game due this autumn/winter, there’s a clear longevity for the property and a chance to fully develop the range. “The new sets will be designed with the sophisticated builder in mind.” The ﬁrm is also hoping to boost its boys’ offering

with the launch of its SpongeBob SquarePants Mega Bloks range this Q4. Martin continued: “It’s a fantastic addition to our portfolio of boys’ brands. With the new movie planned for next year, SpongeBob SquarePants is as popular as ever and is the perfect licensed character to help us increase our male-centric portfolio. Our construction range is one of the only SpongeBob SquarePants ranges to include movie related items, so that’s a real unique selling point for us.” Mega Brands: 01844 350033

Toy licensee now holds rights for Talking Tom and Friends for 2015 by Samantha Loveday OUTFIT7 HAS renewed its agreement with Dragon-i for its Talking Tom and Friends property for another year. The deal will enable fans to purchase the Talk Back feature plush for Talking Tom, Talking Angela, Talking Ben and Talking Ginger throughout 2015. Dragon-i’s renewal means it holds manufacturing and distribution rights to Talking Tom and Friends in select countries in North and South America, Western and Eastern Europe, Africa, South East Asia and the South Pacific. “Our Talking Tom and Friends animated Talking Back plush has proved very popular with our fans across the world,” said Angeles Blanco, senior licensing director at Outfit7. “To meet consumer demand we’re happy to have extended this agreement with Dragon-i and look forward to the year ahead.” Dave Cave, president of Dragon-i, added: “We have worked with Outfit7 since the beginning and have shipped over one million units of the Talking Tom and Friends line globally. We’re incredibly excited

about this renewal as it will enable us to be part of the exciting new plans for Talking Tom and Friends in 2015,” he concluded. Outﬁt7: 020 7432 4564

Character Options scores at The Licensing Awards by Samantha Loveday CHARACTER OPTIONS walked away from the Licensing Awards with the trophy for Best Licensed Toys or Games range. The ﬁrm picked up the prize for its Peppa Pig Weebles. Other big winners from the toy sector included Rubie’s Masquerade, which 34 October

was awarded the Best Licensed Dress-up or Partyware range, while Posh Paws picked up the Best Licensed Giftware range for its Despicable Me backpacks. Panini UK was also honoured for its FIFA World Cup stickers and album, collecting the Best Written, Listening or Learning range award.

The event was once again held in The Great Room at The Grosvenor House Hotel, with over 1,400 licensing professionals attending. The evening was hosted by comedian Miles Jupp. “What an astonishing night for the whole licensing industry,” commented Ian Hyder, director of The Licensing

Awards. “It was fantastic to be able to celebrate so many great achievements in licensing.” www.thelicensingawards.co.uk

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NEWS

Mind Candy outlines extensive toy plans for World of Warriors “Toys, trading cards and publishing are all a real focus for us in 2015”

MIND CANDY believes its new World of Warriors brand is set to make a splash in the toy space next year. The company is gearing up to launch trading cards, action figures and role-play products based on the game, which draws from some of history’s greatest warriors.

trading card game with multiple game plays.” The brand was born from Mind Candy’s annual Candystock event, where employees have the chance to pitch ideas for new IP. Art director Johnny Taylor put forward an idea for a mobile game featuring historical warriors battling it out against an ‘evil Skull Army’ and World of Warriors was born.

Knight continued: “We have some exciting new themes and creative coming through for Moshi in 2015: Food Factory in the spring and then The Magniﬁcent Moshi Circus coming late summer. “We’ve worked closely with the team at Vivid on the best quality and well thought out toy lines we’ve ever had for Moshi. There is a real sense of reinvention

“World of Warriors will launch globally in Q4 of 2014 on iOS and Android and trading cards, a multifaceted publishing programme, a big collectables series, action ﬁgures and role-play toys, an international magazine, apparel and accessories are all planned for 2015,” James McKnight, brand director at Mind Candy, explained to ToyNews. “Toys, trading cards and publishing are all a real focus for us in 2015 as collectability is a major USP of the brand both in the digital and physical space. The wealth of stories and characters in the epic world we’ve created means that in addition to an incredibly strong toy programme, we can also work on a publishing programme for next year that includes multiple formats and a

Moshi Monsters is a tough act to follow, but Mind Candy believes this new property has the potential to be just as successful. “With Moshi, Mind Candy made sure all the brand touch-points were aligned and ensured there was brilliant content and story throughout those touch-points. Physical and digital were at the heart of everything we did and we’ll be taking a very similar approach to World of Warriors,” added McKnight. “We’re launching a truly global brand with World of Warriors as the game will be launched in six different languages in 2014, with a further three to ﬁve slated for 2015.” And next year is also set to be a big one for Moshi, with “reinvention and freshness” on the agenda.

and freshness to the 2015 programme which will see the two themes being embraced digitally, physically and cross category.” So with both Moshi Monsters and World of Warriors primed for a busy 12 months, is a collaboration between the two in the pipeline? “Not at the moment, but never say never,” stated McKnight. “Moshi and World of Warriors are both great for brand collaborations. We have an exciting new Moshi brand collaboration coming in the New Year which will bolster the Food Factory story. “As for World of Warriors, the team is already getting excited about the potential for brand collaborations, digital and physical.” Mind Candy: 020 3617 4261

by Billy Langsworthy

36 October

Mia and me ‘translates perfectly to dress-up’ m4e and Rainbow secure deal with Rubie’s for a range based on the popular animated series by Billy Langsworthy M4E BELIEVES its recent partnership with Rubie’s for a collection of Mia and me fancy dress will be a “success story” for all involved. Rubie’s has teamed up with m4e AG and Rainbow to produce a Mia and me range, including detailed Mia costumes for girls aged ﬁve to nine years. There will be two diferent price points – one for Classic and one for Deluxe versions. “Mia and me is a tremendously successful girls franchise in international markets,” Bernd Conrad, head of licensing at m4e, told ToyNews. “We are thrilled of the fact that the leading costume

manufacturer, Rubie’s, joins the line-up of renowned licensees for the brand. The great interest and demand for the upcoming range from retail buyers and consumers is already hinting at an upcoming success story.” The globally-licensed collection will be released to coincide with the carnival season. “Mia and me translates perfectly to dress up, and should be a staple in any little girl’s fancy dress box,” commented Holly Oldham, Rubie’s head of licensing EMEA. “We are delighted to be working with m4e and Rainbow across EMEA and look forward to a long and prosperous partnership.” Rubie’s: 01491 826500

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LICENSING HEAD TO HEAD

Ask me another…

Rejuvenating classic brands, juggling retail budgets and, erm, channeling the Village People … all par for the course during the working day of these two top execs. Samantha Loveday listens in on Mark Kingston, General Manager and SVP, Nickelodeon & Viacom Consumer Products EMEA and Australia, and Trudi Hayward, SVP Global Merchandise, ITVS GE as they quiz each other Trudi Hayward: How did you ﬁnd taking over my old role at Nickelodeon three years ago? Mark Kingston: They talk about having big boots to ﬁll – but in my case, how could I possibly compete with your hair! In all honesty it was a challenge, albeit an exciting one, as Nickelodeon had achieved remarkable success with both Dora the Explorer and Spongebob Squarepants. However, both of these properties had reached a level of maturity and, as a business, we had to focus on exploring new growth opportunities for these existing properties, as well as laying the foundation for the phenomenal launch of Teenage Mutant Ninja Turtles.

Patrol has become the top show on Nick Jr UK since launch and the Spin Master range of toys are set to hit shelves from November. There is also the extension of the hit Dora franchise, Dora and Friends: Into the City, launching on Nick Jr in the UK this November. The ITVS GE licence catalogue is vast, varied and enviable – what do you look for in potential IP partners? TH: We work very closely with our CITV colleagues and would typically only represent properties which are aired on the channel. However, in some cases, for example Village People, we felt this was a great retro property and it complemented our portfolio. We try to have

Introducing a classic brand to new audiences can take just as much patience as a new IP launch. Mark Kingston, NVCP TH: What do you think will be the next big property that will come through in 2015/16?

properties covering all genres/age groups and which do not compete with each other.

MK: Without a doubt, a couple of hit new pre-school shows from our Nick Jr stable. Paw

MK: How do you keep your ‘retro’ properties – such as Thunderbirds, Playmobil and Village People – fresh? TH: It’s all about the creative execution, so we regularly commission new artwork, which resonates with consumers who are looking for retro products. We’re gearing up to launch Thunderbirds Are Go in 2015, the new action adventure series based on the iconic 1960’s TV show. What would you say has been your biggest learning since relaunching a classic such as Teenage Mutant Ninja Turtles?

40 October

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LICENSING HEAD TO HEAD MK: Patience. A classic property is beloved, but among grown up audiences which may not be the core group that you are hoping to target. Introducing a classic property to new audiences can take just as much patience, expertise and investment as launching a brand new IP. Your role takes you all over the world, but I’ve heard that you don’t particularly enjoy travelling. Do you have a routine or any essential items that make the process easier?

TH: Fortunately I haven’t passed on a property that I wished we had taken, but I would have loved to have picked up Minecraft. Like many others, I am sure, we did not connect early enough.

TH: And is your current retail budget as big as when you were working for Disney?

is not far off Disney’s… Changing the subject, what Village Person would you be and why?

MK: I could only wish that was the case. Although I hear ITV’s retail budget

TH: That’s tough. I am not sure I would be just one, but I could be a

cross between two of the characters: the Cop, as I am bossy and like order (as you know) and the Native American, as I do not take myself too seriously and do have a funny side.

MK: You’ve worked in licensing for over 20 years, who have been your inﬂuences? TH: I have been very fortunate to work with some great people, all of whom I have learnt a

We try to have properties covering all genres/age groups and which do not compete with each other. Trudi Hayward, ITVS GE TH: Have you not seen my medication bag that travels everywhere with me? I have accepted that ﬂying is a necessary evil of the job and instead of dreading every plane journey, I try and look forward to the uninterrupted ‘me’ time, where I can watch DVDs and relax if I want to. Speaking of overseas, which is your biggest revenue generating market in Europe?

lot from. I worked with Jean-Philippe Randisi for ten years, so I guess you could say he was one of my main inﬂuences. We have complementary skills, which is why we worked well as a team. He would always challenge your decisions and get you to think more laterally. If you were allowed one headcount only (in addition to yourself) to manage the UK market, what position would that be?

MK: In Europe it still remains the UK and Ireland, but we have strong growth coming from across our key European markets – with particular strength coming through in our Italian market. Has there ever been a licence or IP you’ve passed on that you wish you’d taken?

MK: Head of retail/ecommerce – as the old saying goes ‘retail is detail’ and now more than ever as a licensor you need to understand the ever-changing retail landscape; be engaged with the retailer and end consumer to deliver a successful and sustainable licensing programme.

www.toynews-online.biz

October 41

CAN YOU PREDICT THE NEXT HIT LICENCE?

Hit picking The full potential of Frozen and Minions have passed toy retailers by in recent years. Whether it’s brand owners underestimating their property or retailers having a lack of faith in product lines, Billy Langsworthy asks if it’s ever actually possible to predict the next blockbuster licence

‘DON’T IT always seem to go, that you don’t know what you’ve got till it’s gone.’ While Joni Mitchell may have been going on about preserving the environment, she could very well have been musing issues surrounding licensed toy ranges. As toy shops have discovered in recent years, it’s only when the merchandise dries up that ﬁrms begin to realise they www.toynews-online.biz

have a blockbuster licence on their hands. Last year saw retailers cry ‘where’s our Minion merchandise?’ thanks to limited product and not enough stock, all while Despicable Me 2 was conquering the big screen becoming the UK’s biggest box office hit of 2013. But could retail have clocked the vast potential of the Minions sooner? And if so, how?

“When I’m looking at a licence, there’s a few things I’m looking at,” Stuart Grant, buying director at The Entertainer, tells ToyNews. “One is the success of the brand, because toys don’t generally launch before or at the same time as programming. The shows tend to launch earlier. It gives us the ability of hindsight. I look at the ratings, whether the toys are any good and are

the price points correct for that category. “You can also get a better feel for how successful a brand is going to be by seeing who is handling the property and driving the demand. The more people that watch your show, the more shelves your product will be on and the more product you’ll sell. It’s the way of the world.” Kelvyn Gardner, managing director at LIMA

UK, believes that even with established ﬁlm properties or impressive viewing ﬁgures, there is never any guarantee of successs when it comes to licensing. “It’s one of the challenges, and charms, of licensing that nothing is certain,” says Gardner. “Where there is a history of success (like movie prequels and sequels) you can make a more informed judgment, but you still October 43

CAN YOU PREDICT THE NEXT HIT LICENCE? can’t be sure. TV shows old and new, from Grange Hill and Blue Peter to Hollyoaks, are examples where big audiences delivered no more than a few closely-linked licences (usually publishing in various formats). “With movies these days, not even ‘tentpole’ releases are given more than a week or so to seize audience loyalty before the next big film follows. The risk is incredibly high for licensees and retailers, which mitigates against success.” Mike Stagg, general manager, retail for The Walt Disney Company UK & Ireland, believes the box office is a good barometer for licensing success, but stresses this is far from a necessity. “There is a correlation between box office success and retail sales for a property, however if a merchandise range is innovative and taps into key play patterns for example, it can go from strength to strength without box office support,” Stagg tells ToyNews. “Take Disney/ Pixar’s Cars for example, there were five years between the first film launching in 2006 and the second in 2011, and yet during this time it grew significantly and remained as one of the top kids licences.” But what about unproven properties? Is it viable for retailers to get behind a totally new brand or are the risks too great? The Entertainer’s Grant claims: “It is possible for a retailer to make a call on whether a brand is going to work that may be completely contrary to the call that the rest of the market is making on the back of a gut feeling towards the brand, the brand owners and the master toy partner. “Those decisions are generally called more accurately by toy specialists because they have buyers that have been in the industry for years. “Guardians of the Galaxy was a completely unknown property from Marvel. www.toynews-online.biz

“Off the back of cautiousness from retailers who didn’t know if it was too geeky, too adult or if it would appeal to kids, Hasbro called its number on Guardians very light. “We, as a retailer, took the stance that we

believed it would work and we put some relatively large commitments down on paper. “The problem is that when something hits the shelves and outperforms expectations, the manufacturer has to be fair to all its retailers. So, if you’ve put your numbers down early, you’ll probably get more than your fair share but it doesn’t mean you’ll get 100 per cent of what you initially put down months and months ago because they have to be fair to the whole market.” LIMA’s Gardner is also passionate about the risks around unproven properties and believes it’s absolutely essential that all corners of the licensing industry get behind fresh brands. “Licensor, licensee, retailer, consumer, we all love ‘something new’, so

we all of us need to back new properties,” adds Gardner. “The key is to keep initial commitments at an affordable level. That means modest initial retail sell-in, with ﬂexibility to restock fast if demand arises. “Licensors need to bear this in mind in moderating guarantees to allow licensee/ retailer support without onerous ﬁnancial burdens.” Peter Fuller, European marketing manager at Mega Brands, has launched product ranges based on licences including Call of Duty, SpongeBob SquarePants, Halo and Assassin’s Creed. He agrees that pinpointing the future success of any licence is a tricky business, but believes you can boost the chance of success by choosing properties that boast a large pre-existing fan base. “It is very difficult to predict the popularity of any new licensed product,” Fuller tells ToyNews. “It’s vital to have a strong product portfolio as well as a robust marketing plan that includes a clearly targeted communications strategy whether it be a licenced product or not. One of the main advantages of launching a licensed product rather than a brand new product is the ability to leverage its already established awareness

levels generated by the TV programme or video game as it has already launched into the market and begun to gather fans.” In 2014, toy retailers have felt the squeeze when it comes to Disney’s Frozen, the prime example of how difficult it is to predict a hit property. So did Disney, or retail, ever really expect Frozen to go on to become the highestgrossing animation in history and a massive player in the world of toys? “The success of Frozen is truly unprecedented,” admits Disney’s Stagg. “Last year our licensed range was relatively small, however due to the

phenomenal demand there is now a much broader range available which contains really exciting and innovative product.” Grant adds: “It wasn’t really on anyone’s radar, it was a late December launch, which doesn’t usually sell toys. It was an unknown property and it has gone absolutely berserk. In those cases, it’s very hard to guess because no one predicted it. “Disney didn’t know it would be the biggest animation ever and Mattel didn’t think it could be as strong as a Barbie in its standard princess lines.” So what’s the next Frozen? From our research, put your money on Paw Patrol. And if, come next year, we’ve got it wrong, do tell us at BLE 2015. You’ll ﬁnd us belting out Joni Mitchell at the nearest karaoke bar.

October 45

SECTOR GUIDE

Ice to see you Frozen is the biggest brand to hit the toy industry this year. But what is it about Disney’s latest big screen outing that has set the box office, and shop aisles, aﬂame? Billy Langsworthy ﬁnds out

FROZEN HAS become a juggernaut toy brand, almost out of nowhere. Starting life back in the 1990s as a series of troubled attempts at adapting Hans Christian Andersen’s The Snow Queen, Frozen finally hit screens in December 2013 and fast struck a chord. The film became the fifth highest grossing of all time and the highest grossing animated film of all time, with a worldwide box office total of over $1.2 billion. Oh, it also scooped a Golden Globe, two Oscars and was named the Best Film or TV Licensed Property at last month’s Licensing Awards 2014. The Avengers and Harry Potter and the Deathly Hallows: Part 2 are also huge brands and both made more on the big screen, but neither caused chaos in the aisles of toy shops. So what is Frozen doing right? “There is no doubt that the success of our Frozen product is down to the enchanting story and superb animation created by Disney, but equally the film reached a vast audience very quickly,” says Cornée Marlow, marketing coordinator at Ravensburger. www.toynews-online.biz

“Parents, children and grandparents can all enjoy the film together, and it is this universal appeal that has given our product range so much strength.” Other toy firms have also enjoyed strong sales due to Disney’s latest, and some believe the film’s Oscarwinning songs are to thank. “Frozen is so popular because of the soundtrack,” Sambro MD Nikki Samuels tells ToyNews. “Families and girls all round the world are singing it in their cars and front rooms. “I defy anyone, even dads, not to be able to sing along to even one of the songs from the film. Also Frozen has the added benefit of two princesses. What more could a Disney Princess fan ask for?” Ilan Kabalo, marketing director at D’Arpeje, agrees: “This amazing success is linked to these two modern princesses looking out for each other. “The two sisters and their strong personalities have really touched all the viewers of the movie. “Besides, the huge success of Let it Go has also contributed to reinforce Frozen as a hit.”

This year has also seen toy shortages send frantic parents, both in the UK and US, to eBay in search of a Frozen ﬁx, with some limited edition dolls going for just shy of £1,000. Mattel has seen the impact of Frozen on the doll sector ﬁrst hand, claiming the brand has “taken the category by storm.” “Fashion dolls are a core category within Mattel’s portfolio and Disney’s Frozen has taken the category by storm,” comments Denise Fillary, girls senior brand manager at Mattel UK. “The movie has been incredibly popular and

it’s the great ranges that support it that really bring the movie to life for girls. “Mattel has a fantastic range of products that allows girls to immerse themselves in the brand, the characters and the story,” Fillary adds. And it’s not just in the physical space that Frozen has been a hit, as LeapFrog can testify. Gail Fisher, UK and EMEA content and licensing manager at LeapFrog, tells ToyNews: “We’re thrilled to be part of the Frozen phenomenon with four

amazing apps in our awardwinning library. “Fans of the movie can sing along to their favourite Frozen songs, relive the story of the movie and even experience a brand new adventure with Ana and Elsa on their LeapFrog devices. We are dedicated to encouraging children’s passion for education and are proud to offer such fun, unique and educational content with children’s most-loved characters.” So when will the craze for all things Frozen start to thaw? It doesn’t seem like any time soon – a cinema re-release is coming this Christmas, there’s a regular role in ABC’s Once Upon a Time for Elsa, a new short ﬁlm landing next year, as well as a Frozen area set to draw the crowds at Disney’s Epcot park. “We are starting to take orders for spring/summer 15 availability and with no thaw in sight to sales into the New Year, are excited to see how Frozen will continue to grow, with the anticipation of Disney’s new animated short due for release in the spring,” concludes Warren Traeger, wholesale and licensing director at Icon Live. October 47

SECTOR GUIDE D’ARPEJE D’Arpeje is giving Frozen fans the chance to travel in style with its three-wheel Frozen Flex Scooter. The Flex Scooter boasts a trendy design, safety and stability with its two front wheels, non-slip deck and rear brake. The company claims that this technology helps children to ‘learn balance and steering easier than any other scooter’. The Frozen Flex Scooter will land on retail shelves during the important quarter four period.

In addition, fans will be able to boost their collections thanks to D’Arpeje’s Frozen outdoor range. This spans protection sets, inline skates, twowheel scooters and bikes. Finally, the company also has a school desk and activity table combined with activity sets. These large creativity and storage spaces are made from high-quality materials, while the activity sets offer colouring sheets, stickers, markers and stamps. +33 (0)478 796050

ZEON Frozen takes centre stage for Zeon’s girls market offering this quarter. The firm’s product range is centred on watches and clocks featuring characters and graphics from the film. A time-teaching Frozen clock comes with ‘minutes’ and ‘past and to’ time teaching discs that are interchangeable. The clock face features Anna, Elsa, Kristoff and Sven. The firm also has a range of watches in pink, purple and white featuring Frozen’s friendly sisters, and details including a diamante-set case, snowflake print patterns and quotes from the movie. Frozen fans can also deck their rooms out with a wintery wall clock, as well

LEAPFROG as a frosty free-standing mini twin bell clock. Zeon’s Frozen watch and clock lines will be available for autumn/ winter 2014. 020 8208 1833

Disney’s Frozen has proven to be one of the most popular licences on the LeapFrog app centre. The app centre has a collection of over 700 games, ebooks, videos and more for LeapPad tablets, and since the launch of the ﬁlm last year, the Disney Frozen ebook (£5) for LeapPad tablets, and audio book (£3.50) for LeapReader, have topped the charts. With these titles, children can follow the tale of Anna and Elsa along the storyline of the movie. LeapFrog has also recently released a second ebook called Disney Frozen: A New Reindeer Friend that allows children to take a

MATTEL Mattel has a range of fashion dolls and play-sets all inspired by the Disney hit movie, Frozen. Perfect for any fan looking to recreate the movie, the range includes Ice Skating Elsa and Anna. Children can lace up their skates and join the royal sisters to ice-skate around the kingdom, and with just a push, Elsa and Anna glide back and forth, arms and leg moving in elegant ice-skating form. The assortment includes Anna and Elsa, each donning ice-skating fashion inspired by the movie. 48 October

Also available is the Frozen Castle, a 2-in-1 expandable play-set. Girls can open the castle to reveal two beautiful settings: the impressive mansion in Arendelle where Anna lives and the majestic ice palace Elsa creates in the mountains.

Anna’s half of the playset features two floors including a downstairs kitchen and living room, a stove that transforms into a table, as well as a dressing table, chair and accessories upstairs. Elsa’s half features a blue icy throne while upstairs there’s a dressing table which doubles as a bed. Children can flip the play-set around to reveal a snowy mountain scene complete with a slide. The castle comes with over ten accessories inspired by the film, including an Olaf the snowman figure. 01628 500 000

peek into Anna and Elsa’s world after the events of the movie. The apps have been designed to help children develop key vocabulary, listening and comprehension skills. The Frozen Soundtrack (£12.50), featuring the Oscar-winning track, Let it Go, was released in LeapFrog’s app centre in May and thousands of children have already downloaded it to their LeapPads and LeapReaders. 01895 202840

IMC TOYS IMC Toys is offering Frozen fans the chance to engage with the film via walkie talkies, a keyboard and a secret diary. The firm’s Frozen-inspired Walkie Talkies boast features including an on/off LED indicator, a flexible antenna and volume control. Elsewhere, fans of the movie can indulge their musical side with a Frozen Keyboard. Educational and great for entertaining the family, the electronic keyboard includes multiple sound effects, six different instrument settings, volume

control, plus a record/ playback function. Finally, IMC’s Frozen Electronic Secret diary gives children the chance to use a magical pen to write down all their secrets before closing the diary to keep them safe. To read the secret messages, kids can open the diary up using the special electronic key fob and shine the key fob light onto the message to make it appear. For extra secrecy, the diary’s alarm will activate when anyone but its owner tries to open it. 01904 720908

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SECTOR GUIDE SAKAR Sakar is giving everyone who’s ever belted out Let in Go into a hairbrush the chance to properly showcase their questionable vocals. Yes, the company’s line of Frozen karaoke systems offers fans an outlet to perfect a whole host of songs from Disney’s hit movie. The Frozen Karaoke Machine with Flashing Lights is an easy-touse karaoke system that allows kids to sing along with their favorite music. Designed with graphics featuring Anna and Elsa, the karaoke machine includes a handheld microphone and features ﬂashing lights and enhanced vocal effects. Fans can connect their iPad, iPhone and iPod, or tablet device, or use the built-in CD player to

play music and sing along to Let it Go, Do You Want to Build a Snowman and In the Summer. 02478 518 500

QUALATEX Qualatex Frozen Bubble balloons are exclusive to Pioneer, and are made of see-through, stretchy plastic so that they have a unique 3D effect The company believes that its Frozen Bubble balloons ‘make a perfect gift or decor to celebrate birthday, winter holidays or just for a play date’. 01279 756 131

TOPPS Topps is conﬁdent its new Disney Frozen collection can ‘thaw any frozen heart.’ A bold claim, but the company’s Activity Card Collection features a new game of ‘Love’ and ‘Ice’ featuring all of the main Disney Frozen characters. Kids can relive the magic with movie stills, capturing key moments of the ﬁlm. There are 170 cards to collect, including special glitter cards, colour-me-ins, dot-to-dot cards, holographic foil cards and new ice effect cards. 01908 800123

SECTOR GUIDE ICON LIVE Icon Live has a complete range of Frozen jewellery and accessories available for Christmas – with a further raft of new lines on the way for spring/summer 2015. The collection features Elsa and Anna Fake hair alice bands, sparkling beaded jewellery sets, best friends heart necklace, Olaf bag charms and, the company’s favourite: the ‘Do you want to build a snowman?’ three-pack jelly Olaf wristbands.

“The demand for our Frozen range has been bigger than anything we have seen before at Icon Live,” said licensing director, Warren Traeger. “Autumn Fair was a huge success for us and whilst we are trying to ensure availability for all customers, lines are now selling out for pre Christmas availability.” Icon Live is currently ﬁnalising its new range. The new collection will include pocket money

RAVENSBURGER This season, Ravensburger has an innovative and varied range inspired by Disney’s Frozen. The company has eight products to choose from. These include five jigsaw puzzles, an XXL100 Spot

collectable charm bracelets, colour changing jewellery, as well as new party bag jewellery gift sets. “We are starting to take orders for spring/summer 2015 availability and with no thaw in sight to sales into the New Year, are excited to see how Frozen will continue to grow, with the anticipation of Disney’s new animated short due for release in the spring,” Traeger continued. 01444 238365

ASOBI the Difference jigsaw puzzle, a memory game and a 72-piece 3D Puzzle (all pictured below). All products are in stock and ready to order from Ravensburger now. 01869 363800

Following the unprecedented success of Disney blockbuster film Frozen, Asobi was ‘delighted’ to unveil five craft kits inspired by the hit movie. Designed by multi award winning Canadian craft brand, The Orb Factory, the sets are available as part of the bestselling Sticky Mosaics range. With the popularity of the film showing no signs of slowing down and the craft trend still on the rise, Asobi believes that these kits will be a hit. Sticky Mosaic kits have remained a bestseller for the brand due to the high quality of materials

CARTAMUNDI Cartamundi launched a twoin-one game inspired by the megahit Disney animated ﬁlm Frozen late last month. Priced at £2.99, the card game combines a Happy Families game and a dedicated action game based on the movie. The object of the action game is for players to get rid of all of their cards as soon as possible, by matching colours, numbers or symbols on their cards to those from a pile of cards turned face-up one by one as the game goes on. There are also opportunities for a bit of play-acting and fans can even shout ‘Frozen!’ if they’re about to win. The artwork for the pack features the 50 October

used and the sense of achievement children feel on accomplishing a kit. With an age recommendation of four and above, the Frozen Sticky Mosaic sets are

easy to use and mess-free. The ﬁve sets allow children to peel and stick foam and jewel tiles to create mosaic masterpieces of their favourite characters. 01628 200077

SAMBRO leading characters, while Princess Elsa, Anna, Olaf the snowman, Kristoff, Sven, Prince Hans and

Marshmallow the ice monster all appear on the game cards. “It’s always a delight to work with Disney brands, which have an enormous appeal, but Frozen has gone one step further to become one of the biggest animated hits of all time,” commented Trudi Bishop, head of marketing and licensing at Cartamundi. “We are thrilled to have had the opportunity to develop a game that we believe captures the humour, charm and magic of this modern animation classic.” 01268 511522

Sambro has introduced a wide array of Frozen arts and crafts, bags and stationery items at a range of price points. The firm’s selection features a colouring table with a paper roll including all the characters from the film, wooden puzzles, note books, filled backpacks, magnetic scribblers, colour-yourown bags and much more. Sambro states its range will ‘complement existing Frozen lines perfectly

allowing retailers to sell across several categories’. 0161 707 5555

www.toynews-online.biz

LICENSING ROUNDTABLE

The hit makers

With Brand Licensing Europe just round the corner, Samantha Loveday quizzes a selection of key licensors on their plans for the big industry showcase, the challenges and trends currently facing the industry, and where they see future growth coming from

MARIA MARANESI VP Consumer Products, EUROMEA, Mattel

How has 2014 been for you so far? 2014 has been very positive for us with Guess How Much I Love You continuing to grow year on year. The apparel range for Sainsbury’s was shortlisted for the second year running

DARRAN GARNHAM Chief Commercial Officer, Mind Candy

52 October

and China. As well as exciting new platforms for our content within gaming, apps and even wearables like the new Apple Watch.

What can we expect to see from you at BLE? We are very excited about Barbie and Thomas & Friends for next year, both brands have tremendous heritage – Barbie is 55 years young and Thomas & Friends will celebrate its 70th anniversary in 2015. We also have some great plans for Fireman Sam as we launch and build strong programmes in new markets across Europe. Our brands appeal to a wide range of consumers and have very robust marketing programmes to support them, so 2015 is going to be an exciting year.

What is the biggest challenge facing the industry currently? Clutter. With the expansion of content distribution platforms from mobile to expanded cable networks, to streaming like Netﬂix, there are more platforms available for content distribution which means your audience is diluted.

at The Licensing Awards, and with new product lines launching next and a major national PR and marketing campaign to support the 20th anniversary of the brand, we are really looking forward to seeing what 2015 has in store. Although market conditions can still be challenging, we’ve also had a great year celebrating 25 years of the best selling We’re Going on a Bear Hunt.

We’re kicking off the anniversary celebrations for Guess How Much I Love You; we’ll be hosting a champagne reception with guest of honour, author Sam McBratney. We’ll also be introducing Helen Oxenbury’s award-winning Alice’s Adventures in Wonderland illustrations. These stunning illustrations will be available for use on product for the ﬁrst time.

What can we expect to see from you at BLE? A whole lot of love!

What is the biggest challenge facing the industry currently?

Where do you see the next big growth coming from? Not surprisingly properties originating from the digital space is an area that I think we’ll see continue to grow in the licensing industry.

What can we expect to see from you at BLE? First and foremost a welcoming booth - please do drop by and say hello. You will see the usual Moshi fun with some new themes and planning for 2015 and possibly even a sneak peak of a celebrity collaboration. We will also be showcasing our new IP World of Warriors and working to expand its international footprint with it launching in six languages in 2014 and another three to ﬁve slated for 2015. Mind Candy will be going truly global (and hosting a kick-ass party).

What is the biggest challenge facing the industry currently? The industry is awash with safe franchises. These are amazing brands that have been around for generations which are a safe option for licensees and retail. This limits the space and exposure available for fresh new ideas and brands. The industry is also suffering from the fragmentation of entertainment, although this is a positive too, giving brands and IP the opportunity to have a voice, even a small one.

What are the big trends in licensing currently? How do you spot the next one? Digital. Six years ago there was no Moshi, no Angry Birds and no Minecraft, but now digital is cutting through the noise and engaging consumers like no other media. To spot the next one look outside the licensing show at BLE, MIP etc and start attending events like ChinaJoy, GDC, Gamescom and SBSW.

What would you most like to have achieved by the end of the year?

Combining the Mattel and HIT business into one integrated team is an exciting new opportunity and is going to allow us to drive all our properties in a more strategic and aligned way with a lot of focus on regional activation.

Where do you see the next big growth coming from for the industry? We see great growth opportunity by expanding penetration in some markets more deeply like Russia, Middle East, India

There are a limited number of retailers in the UK, and some of those are facing an uncertain future. There’s only so much shelf space to go round, and a lot of brands ﬁghting for that space. But there are opportunities out there and you have ﬁnd creative ways of making them happen.

ANNA HEWITT Head of Licensing, Walker Books

Where do you see the next big growth coming from for the industry? New markets, new platforms, new media. Brands can no longer count on one stream of entertainment into the consumer to succeed.

www.toynews-online.biz

LICENSING ROUNDTABLE

SARAH QUIGLEY Head of UK Licensing, Carte Blanche

What can we expect to see from you at BLE? In addition to our stable of popular and evergreen properties, our primary focus at BLE is on four of our ﬁve shows currently on air across the globe: Dinosaur Train and Doozers;

a stage to showcase our brand new style guides across all three brands and the in-house artistic talent. What is the biggest challenge? The traditional routes of brand evolution have changed and brands no longer need to be routed in media but can take other paths to the industry with great success. For us, the biggest challenge is also our biggest opportunity as brands now come into

Where do you see the next big growth coming from? Russia and South Africa are important markets for us with massive growth forecast in the next two to ﬁve years. There’s still a tremendous amount of opportunity to be had in the UK. Me to You already enjoys a market leading

place within the apparel business but we fully expect to see further growth in this area, as well as in new categories. The Tiny Tatty Teddy brand is also a growth area for us.

and we’ll also be talking to potential partners about Sid the Science Kid and Pajanimals. Brands that we will represent under our HIP banner are Lily’s Driftwood Bay and Elias: Rescue Team Adventures.

US, and their expertise and market knowledge are instrumental in our success. At present, we have a big hit in Dinosaur Train. We and our agents are busy making sure that the critical Q4 at retail will be a success and we are also planning 2015 and 2016. By the end of the year, we look forward to solidifying our agents across the globe for Doozers, Lily’s Driftwood Bay and Elias: Rescue Team Adventures.

Biggest challenge? From Henson’s perspective, there is an overabundance of pre-school brands. No one knows this more than Henson as we have ﬁve of our own pre-school series, plus two that we represent under our HIP banner. What differentiates our brands from others is that parents trust the Henson name, we have some of the highest quality productions, and are on the best TV and ondemand platforms providing signiﬁcant exposure.

RICHARD GOLDSMITH EVP Global Distribution and International Consumer Products, The Jim Henson Company

What would you most like to have achieved by the end of the year? We work with a network of licensing agents all across the globe. They know their local markets far better than we do here in the

JEAN PHILIPPE RANDISI CEO, Zodiak Kids

What can we expect to see from you at BLE? Our ﬂagship brand Winx Club is celebrating its tenth anniversary this year. Series six has just been released and series seven is currently in production, with a projected release date of 2015. The third theatrical movie – The Mystery of the Abyss – has also just had its global premiere in Italy and is now hitting territories worldwide. Visitors to BLE can also ﬁnd out about Mia www.toynews-online.biz

licensing from areas such as digital or, like Me to You, developing from a greeting card to a brand worth over $500 million globally.

What can we expect to see from you art BLE? Our stand is focused on three key brands this year: Me to You, our classic, heritage brand which after 25 years, continues to perform as one of the top three character brands within UK retail; Tiny Tatty Teddy, our cute nursery proposition which is continuing to go from strength to strength and our newest brand in the portfolio, Pudsey the Dog. We’ll be using the show as

What can we expect to see from you at BLE? We will focus mainly on: Mister Maker, which has been growing a bigger and bigger audience, year on year, in a segment that seems to be overlooked from an entertainment point of view; Zack & Quack which is developing nicely on Nick Jr in the US and internationally, and will launch soon on Channel 5’s Milkshake and France 5; Lolirock which is our musicbased animation project

in partnership with France Television and Disney and The Ranch which is spreading its TV coverage every day and now has a focused and solid licensing presence in France and Germany.

and me, an award winning co-production with Lucky Punch/M4e. TV companies worldwide have already snapped up the property and it is currently being shown by more than 70 broadcasters in over 80 territories, with a second series in production.

Biggest challenge facing the industry currently? In some territories things remain difficult at retail; there are a great many properties so competition is fierce. Some are well supported and others less so, which can cause confusion in the market. However, established brands like Winx Club, continue to flourish. Continual investment is key as is, of course, reflecting the interests and concerns of our audience.

a result of polarisation and over concentration of retail space. What are the big trends in licensing currently? Stretching i.e. How far you can stretch an existing IP knowing that launching a new IP is very challenging. Jokes aside, co-branding, and the development of events/live/experiential licensing vs physical products. ‘Being there’ is more and more important. ‘Having it’ less so.

What is the biggest challenge facing the industry currently? Lack of creative renewal, with classic IPs excessively dominating the market. Overconcentration and polarisation of sales as

Where do you see the next big growth coming from? Emerging markets offer great opportunities through the development of a wide and complete traditional licensing programme. However, mature markets also offer opportunities for substantial growth as they are ready to embrace innovative products, adapt to the rise of new platforms and have greater access to new technology.

ANTONELLA CERASO Senior Country Manager, Rainbow Group October 53

WARNER BROS. CONSUMER PRODUCTS

“The UK is a thrilling market” Fresh from six years in Australia – where he helped to completely turnaround the business - Preston Kevin Lewis has made the move to London as general manager of WBCP UK & Ireland. Samantha Loveday meets him to talk about his plans for the UK, BLE and the toy sector THREE DAYS into his role as general manager of Warner Bros. Consumer Products UK & Ireland, Preston Kevin Lewis is sitting down to talk to ToyNews. His office may still be full of boxes waiting to be unpacked, but Lewis knows exactly what his plan is going forward. Two things are immediately clear – he loves Warner Bros. with a passion, and he sees opportunity to grow the business everywhere. “Not only is the UK a thrilling market in terms of size and scope, but I think that when you look at how many things are actually done here – in terms of the execution of brands in the marketplace, the way that multi-platform programmes are delivered – it is all very exciting,” he explains. Lewis began his career at HBO, before moving to MTV as director of marketing. From there, it was a trip from the East Coast to the West Coast of America to join Disney Consumer Products, initially working 54 October

with the franchise group, then the global Winnie the Pooh business. After three years he returned to Time Warner, initially as VP of international licensing at Burbank before taking the opportunity to turnaround the Australian business. “It’s not often we get these opportunities to turnaround businesses,” Lewis says. “The place where Warner Bros. sits in Australia today is a very different place than it was six years ago and that’s exciting to me.” To the UK then, and the focal point for Lewis here is on exponential growth. “It’s about how do we take this wonderfully passionate, well regarded business that we have and take it to the next level. Are there bigger programmes that we are able to do for our brands? Are there bigger multi-platform, cross divisional opportunities for us?” he asks. When it comes to the toy sector, Lewis believes

that the heritage of the Warner Bros. portfolio is a key factor in the ﬁrm’s phenomenal success here. “These brands are just strong,” he emphasises. “Parents don’t have to question whether a brand is appropriate for their child; they instinctively know because they all grew up with these brands. “We have amazing toy partners who are experts in product development,

innovation, research of trends and they make sure we can deliver toy solutions in the marketplace that are going to mean something. “When you combine known brands with amazing toy partnerships that are focused on innovation and product development, with great marketing activation programmes, I don’t think you can lose.” For toy retailers visiting WBCP at BLE,

WARNER BROS. AT BLE Kicking off the presentation slate, WBCP is continuing the celebration for Batman’s 75th anniversary – championing the Batman Arkham gaming franchise, as well as highlighting the summer 2016 movie blockbuster, Batman v Superman: Dawn of Justice. Staying with theatrical, Middle Earth will come to BLE in the form of The Hobbit Trilogy and The Hobbit: The Battle of the Five Armies, while the ﬁrm will also be talking to partners about the Godzilla and Harry Potter franchises. Also in the spotlight will be WBCP’s classic animated properties, supported by a slate of new content from Warner

he wants them to take away Warner’s “absolute excitement” at building stronger relationships with them. “We’re looking at how we can create long-term plans for how we can engage and deliver meaningful solutions to them for customers,” Lewis concludes. “And I’m hoping that they are just as interested in meeting with us regularly to create those kind of plans.”

Bros. Animation. This includes Be Cool Scooby-Doo – a new animated comedy series featuring Scooby-Doo and the gang – and The Tom and Jerry Show, that offers a new take on the original series. Wabbit – A Looney Tunes Production is a new series featuring Bugs Bunny and co, while the Looney Tunes Active brand extension continues. In addition, WBCP and its international licensing partners will showcase fan favourites such as the DC Comics portfolio (licensed on behalf of DC Entertainment), The Big Bang Theory and the Hanna-Barbera catalogue of characters among others. Best-in-class licensees will also be commended in the Warner Bros. Consumer Products Golden Bunnies awards. www.toynews-online.biz

TEN YEARS OF PEPPA PIG

Anatomy of a blockbuster: Peppa Pig

The pre-school success story of the last ten years, Peppa Pig has charmed audiences from the UK all around the world to Australia. Samantha Loveday talks to eOne’s head of global licensing Andrew Carley about how the licensing programme has developed and the character becoming a true classic

“IT’S QUITE something to think that children will grow up and look back on Peppa in the way that we look back at children’s TV shows … Ivor the Engine, The Clangers and all of those,” muses Andrew Carley, eOne’s head of global licensing. “If we could be here in 30 years time, that would be amazing.” Peppa Pig is undoubtedly the most successful and talked about pre-school property of the last ten years. The 2D animation about the cheeky little girl pig, her brother George, Mummy and Daddy Pig has charmed audiences worldwide. However, the consumer products programme had something of a slow start, 56 October

with eOne choosing to let the popularity of the show build for up to a year before merchandise started to hit shelves. But even then, licensees needed to take what Carley calls “a leap of faith” in translating the simple, but charming, look of the show into product. “It’s so hard trying to understand exactly what

of boxes and say, yes, it achieves all of those objectives, and then it goes out into the marketplace and for some reason it doesn’t connect. I do think though, if the content is compelling – and Peppa is – you are halfway there.” Carley is certain that the parental endorsement that Peppa enjoys – with

If Peppa Pig could be here in 30 years time, that would be amazing. Andrew Carley, eOne makes a brand connect with children in the manner that you hope it will,” he tells ToyNews. “You can look at it and tick a load

parents seeming to be quite happy for not only their children to watch the show, but themselves as well – has allowed it to

sustain for a decade. And he also credits master toy partner Character Options with being instrumental to its success. “Character Options have certainly been a very major component of the programme. Their toy development is fantastic; they managed to capture the essence of the show in the toy range. Also they were willing to come on board and take a chance, and they stuck with it. “If you’ve got a toy partner that is willing to look at it from a very creative angle and really get themselves inside the head of the show, then it stands a chance of succeeding. There are toys that they created

back in 2004 that are still produced and form part of the core range.” eOne introduces new themes each year to update and refresh the show, but in terms of the look and feel, Peppa hasn’t really changed. “I think the storytelling has become a little bit more adventurous; Peppa goes off and does things that she perhaps wouldn’t have done in early shows, but the fundamentals haven’t altered,” Carley continues. “We have taken the licensing programme and extended it into Mummy, Daddy, George and also slightly younger with it into nursery, but the focus of the show itself remains unchanged. What www.toynews-online.biz

TEN YEARS OF PEPPA PIG will Peppa look like in ten years time if we do nothing with it? Is it going to start looking very dated? I don’t know. But it’s run for ten years now and I don’t think it looks dated. It’s got quite a classic look.” Looking back, would Carley change anything that he and the team at eOne have done? “In the early years on international we had attempted to just simply take the template of the UK and just drop it into other territories,” he says. “To think you can take a programme that is ﬁve years on and drop it into a territory which is brand new … that was a mistake. We’ve learnt from that.”

International growth remains a focus going forward; there are not many territories where Peppa doesn’t have a licensing plan. For the UK, FMCG and promotions has become a focus and matured, but for Carley what is really key is quite simple. “It’s about whether we can just keep the interest there, keep the consumer interested in it and the retailer interested,” he says. “It’s being creative, it’s being imaginative, willing to take a few risks but nothing too big and being true to our core audience of two to ﬁve year old girls. We’re always very mindful that we can’t damage that in any way.”

TEN YEARS OF MUDDY PUDDLES The new Peppa Pig special – called Golden Boots – will mark the longest episode in the show’s history with a running length of 15 minutes. Scheduled to premiere on Channel 5 Milkshake and Nick Jr from November 2014, the episode will centre on Peppa’s quest

to ﬁnd her golden boots and take part in a Puddle Jumping Competition. Since June 2013, Peppa’s licensee base grew from 82 to 92 licensees. Apparel is now the biggest category and delivered 34 per cent of all sales for spring/ summer 2014. Toy is the second biggest category

for SS14 and was buoyed by several new product launches include Character Options’ Peppa Weebles and an array of new tenth anniversary Muddy Puddles products from Jumbo, TY and HTI. All this has helped Peppa Pig maintain its position as the best selling pre-school toy licence (based on NPD data for FY 2013 and YTD 2014). FMCG has seen the biggest leap – in the past 12 months the category has gone from delivering nine per cent of Peppa retail sales to 17 per cent by June 2014. This makes it the third biggest category for the property.

PEPPA’S TEN-YEAR TIMELINE

2004

May – ﬁrst UK broadcast on Milkshake; June – broadcast on Nick Jr Christmas toy launch £1 million in UK retail sales notched up.

2010

2005

First DVD launched. Show wins a BAFTA, plus three awards at Cartoons on the Bay, Best Children’s Animation at the Bradford Animation Festival and the Grand Prize at Annecy Animation Festival Reaches £8 million in UK retail sales.

2011 Peppa Pig World opens Six-year charity partnership with Tommy’s raises over £6 million Number one pre-school licence in the UK for the second time.

First app is released. Peppa makes her West End debut. Picks up Best Pre-school Property at The Licensing Awards for the second time. Airs on Nick Jr in the US. Becomes the number one pre-school licence in the UK Reaches £200 million in UK retail sales.

www.toynews-online.biz

2006 Winner of British Animation Award for Best Pre-school Animation Reaches £11 million in UK retail sales.

2007 20 UK licensee milestone reached Reaches £29 million in UK retail sales.

Licensing Awards for the third time. Becomes the number one kids show in Spain, Italy and Australia. Merchandise hits the US, Spain, Australia, Italy, Benelux, Poland and Greece.

2013

2012 Scores a host of awards including two BAFTAs, a LIMA Award and Best Pre-school Property at The

2008

Wins the El Chupete Award for Best Pre-school Property in Spain and The Licensing Award in the UK for the fourth time. Awarded Best Licence of 2013 in Spain by Licencias Actualidad Global retail sales of £400 million

2009

Demand for costume character explodes Reaches £75 million in UK retail sales.

2014 Ten years of Muddy Puddles Picks up the El Chupete Award for Best Pre-school Property in Spain, plus Best Pre-School Animation at the British Animation Awards, both for the second time. Also wins Best Entertainment Character in Spain from Licencias Actualidad. Peppa mania takes over Italy: Vanity Fair cover girl, cinema box office sensation and Peppa Pig’s

Scoops Best Pre-school Property at The Licensing Awards £120 million in UK retail sales

Construction Site opens in Leolandia theme park. Merchandise hits Germany, France, South East Asia, Russia and Latin America.

October 57

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Harrogate Nursery Fair looking to build on toy interest in 2015 Toy retailers likely to discover add on ranges which could bolster sales, say organisers of the show By Samantha Loveday THE HARROGATE International Nursery Fair is aiming to capitalise on the increasing interest from the toy market by attracting more retailers and companies in 2015 from the sector. The show had more than 200 exhibitors last year, welcoming all the major buyers among the 2,500 visitors. “The number of toy companies has certainly increased in recent years and current buying trends suggest that this will continue,” show organiser, Adrian Sneyd, told ToyNews. “Many nursery retailers are expanding their ranges to include toy and gift items attracting add on sales opportunities.

“The show is also attracting buyers from new sectors such as garden centres where toys sit particularly well on the retail shelf.” Sneyd points out that retailers seeking toys for the pre-school sector have a very different agenda to general toy buyers, focusing on a product’s quality and early developmental beneﬁts rather than current fashions and trends associated with older children. Parents also tend to spend more on baby’s ﬁrst toys, so nursery buyers generally have bigger budgets encompassing higher end ranges. Sneyd said: “Harrogate International Nursery Fair provides the only UK opportunity to reach these nursery sector buyers and companies with traditional

baby toys, educational, Key Stage One and role-play toys do particularly well at the show.” The beneﬁt for toy retailers, meanwhile, is the chance to discover add on ranges to boost their business, while those concentrating on the nought to four age group will have a greater selection to choose from. “As with many nursery buyers, which are diversifying their stock ranges to include toys and gift items to attract impulse purchases, toy retailers are likely to discover similar add on ranges such as beakers, novelty feeding products and comforters which sit well on a toy shelf,” Sneyd added. The Harrogate International Nursery Fair runs from March 29th to 31st, 2015. www.nurseryfair.com

Peppa Pig nursery line to boost Rainbow Designs By Samantha Loveday RAINBOW DESIGNS is rolling out a new Peppa Pig nursery line this November. The company will launch the range with eight products with Toys R Us stores initially. The rest of the market will then follow in January, 2015. On top of this, Rainbow Designs is already working on the development of further lines for autumn/ winter 2015, expanding into bigger box items. www.toynews-online.biz

“The Peppa Pig brand has always been a brand that we have wanted to work on,” Lisa Dower, trade marketing manager at Rainbow Designs, told ToyNews. “We feel that the pre-school market is now mature enough to be able to introduce a nursery range that complements it perfectly. “Parents know and love the brand and are now happy to introduce it to their children at a younger age.”

Rainbow Designs is planning to roll out the line across the High Street in both baby specialist stores

“We are really conﬁdent the range will be a success,” continued Dower. “The retail reaction we have had

The retail reaction has been amazing and I am sure it will be our most successful nursery range yet. Lisa Dower, Rainbow Designs and within the nursery departments of toy stores. The launch of Rainbow’s Peppa Pig nursery line will be supported with a trade and consumer PR campaign.

has been amazing and I am pretty sure it will be our most successful nursery range yet.” Rainbow Designs: 0203 757 2183 October 59

NEWS

Comment A PARENT BLOGGER’S VIEW Parent bloggers are an inﬂuential part of the preschool landscape. Each month, we ask a mummy or daddy blogger to write a special blog post for ToyNews, giving their views on the toy market.

VTech, Flair and Little Tikes among Practical Pre-School winners Victors across categories chosen after months of testing by childcare professionals. By Samantha Loveday

This month: Claire Toplis TOYS ARE time eternal. They educate us, they amuse and they comfort us from babies to children through to adults. They are there in our time of need no matter our age. The teddy is the favourite that stands out, the mascot of our youth. You will ﬁnd that many an adult still has their soft toy. In fact, as I write this my Teddy is watching me now. He doesn’t have a name, he is just Teddy. Visiting a museum sometime ago I was taken back by an exhibition on toys that pilots used as their mascots to see them safely through a ﬂight. Their toy became their talisman, often their distraction in dark and terrible times. Somehow, situations are not as foreboding if we have a small modicum of comfort with us. With their toys and their selves in perilous situations, I expect the pilots’ thoughts were of home and getting back safely to their loved ones, perhaps passing on their toy to their children. Another toy that I have languishing rather sadly in the garage, all sooty and covered in cobwebs (I think a family of spiders may have moved in), is my doll’s house. It was made by my great granddad for his

daughter and after such a time it was passed to me, and the times and fun I had with it were immense. Now, it sits quietly with its 1970s furniture, waiting to be woken from its slumber. I have no girls. I have only a boy and I couldn’t bear to part with my doll’s house to anyone else. Though after many years I offered the doll’s house to a good friend of mine for her grand daughter, she refused my offer. My friend turned it down because she said that in time, even though my own son is only just coming up to 16, he may go on to marry and have children of his own and they could be girls. I hadn’t thought of that eventuality. My husband’s family is mostly boys and my son’s generation could be the one that has girls. To be loved again, to hear the giggle of laughter, to witness the various real life scenarios being played and acted out – those are what my doll’s house is waiting for. I could have let my son play with the doll’s house as I have no gender politics on toys. I think it was more about me not wanting to let my childhood go. But I know I must. After all toys are for playing with, let them sing their song.

Check out more from Claire Toplis online: www.ninjakillercat.co.uk and on Twitter @needaphone

60 October

VTECH AND Bananagrams walked away as two of the biggest winners at the Practical Pre-School Awards last month. VTech was named as a Gold Award winner in the Toys and Games 0-3 category for its Playtime Bus with Phonics, while it was the overall winner in the Electronic and New Technology category with the Kidizoom Twist Plus. Word game specialist, Bananagrams scooped the overall accolade in the Primary Teacher Update Awards for older children, toys and games. The ﬁrm’s Fruitominoes was also a Gold winner in the Toys and Games 3-5 category. Other winners at the event – which was held at

a special ceremony in Birmingham – included Jamm Scoot Racing Red, which was named the overall winner for Toys and Games 0-3. Alongside VTech as Gold winners were Golden Bear (Ninky Nonk Pull-Along Musical Train), First Celtic Toys (Tolo Community Workers) and Hippychick (Plush Wheelybug). Learning Resources’ GeoSafari Jr. My First Microscope picked up overall winner in the 3-5 category, while products from Orchard Toys, Halilit and Artstraws were among the Gold winners. Little Tikes’ Classic Cozy Coupe was top in the

Classic Toys and Games section, while Flair’s Plasticine walked away proudly with the Creative Play category. www.practicalpreschool.com

Ninky Nonk Train steaming towards £2m at retail By Billy Langsworthy GOLDEN BEAR is planning to double its production to meet new forecasts of its In the Night Garden Ninky Nonk Train. The firm anticipates that the popular line will deliver over £2 million at retail in its first six months. The Ninky Nonk Musical Activity Train launched in July and has surpassed all expectations, with Golden Bear stating that ‘at £49.99 it was initially thought of as a Q4 item’. Barry Hughes, general manager at Golden Bear, said: “We are just over the moon with the first few weeks of sales, so much so that we have actually increased the forecast and doubled our production.

“To support this we have increased our TV support, but this means unfortunately that we will have a shortage of stock and the line will be a sell out. We now anticipate this one line will deliver over £2 million at retail in the ﬁrst six months and will be a winner year round. “We are therefore planning to go back on TV in Q1 2015 once we have further stocks in the country,” Hughes continued.

The train consists of four separate carriages – each with its own features. The carriages can be bought together as one train or separately as standalone pull-along play-sets. Golden Bear: 01952 608308

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Eclectic Games helps take zombie maths to UK schools Independent retailer given conﬁdence to expand into educational market with alternative board game titles following Retailer of the Year 2014 win at the Reading Retail Awards By Robert Hutchins AWARD WINNING board game retailer, Eclectic Games has revealed plans to work with inventors and designers to deliver a new wave of educational games to UK schools. The store was honoured with the title Retailer of the Year 2014 at the annual Reading Retail Awards for its customer service and knowledge of its more than 1,500 board game titles. The family-owned game specialist now wants to expand its offering into the educational market, by encouraging kids to ‘learn through stealth’ with a selection of in-house developed titles, including City of Zombies. “Winning the award has just been amazing to us because it means that we can now go on with our plans to expand and people will take us seriously,” explained Eclectic Games’ co-owner, Becky Otterly. “And most of what we are looking to do is to expand into the educational market in a way that ties in with our core ethos. “We want to break down the barriers of educational games and make learning really fun for kids.”

With a handful of games already in development under the store’s educational banner, Eclectic Games is making strong headway. And leading the charge is a zombie dice game that challenges young players to tackle progressively harder maths sums. “City of Zombies has done amazingly well for us,” continued Otterly. “Matt Tidbury from Think Noodle Games came to us with a prototype and asked for help, and despite initially thinking ‘Oh my God, another Zombie game’ and the kiss of death word ‘educational’, it turned out to be fantastic.” The game is now one of the store’s bestselling lines and is starting to get recognition in local schools. “We are working with one or two local teachers who are already among our customer base of gamers and supporting Matt in getting the game into as many schools as we can,” said Otterly. “We are now looking to build a portfolio of games that teachers will be able to use to help teach core skills in the classroom. “There are so many games that would work

RETAIL ADVISORY BOARD

Stuart Grant, The Entertainer

Fiona Murray-Young, Toys R Us

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Linzi Walker, Argos

initiative on a much larger scale, for now she is happy to take it slow and steady. “We are also looking at other ways to deliver a unique and personal experience to our customers, and are currently discussing getting ourselves a laser cutter,” she continued. “With that we would have the ability to make our own accessories for gaming and add another unique selling point. But at the moment it is all about taking it steady. Our business motto is, after all, if we can’t do it great right away, then we will wait until we can,” Otterly concluded.

really well if you apply a tiny bit of creativity of how to use them in the classroom, and by getting more involved in copublishing or co-designing these games, that’s placing our skills in something beneﬁcial to all parties.” While Otterly explains that the long-term plan is to eventually launch the

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

Brian Simpson, Toytown

Clare Barton, Sainsbury’s

Neil Mitchell, Shop Direct

Annalise Quest, Harrods

Steph Strike, Asda

Ben Redhead, Firebox

Steven Bradley, Boots

Helen Gourley, Toy Hub

Miles Penhallow, Play-Room

Karla Mitchell, XBite

October 63

MYSTERY SHOPPER

Herts and Essex

This month, Mystery Shopper scours Hertfordshire and Essex in search of a licensed toy for an eight year old boy. And the results were varied

STAR STORE TOYS-UK I had to adjust my ears to warp speed nine when I asked the sweet young lady at Toys-UK her opinion on popular toys for an eight year old boy. The suggestions came thick and fast, and I struggled to keep up. The shop was bustling, and the assistant was expertly juggling serving at the till, replenishing stock and talking to customers. The store had plenty to offer for all ages, and I found myself transfixed by a rotating K’Nex Ferris

230 Marlowes, Hemel Hempstead Wheel when I was asked if I needed any assistance. The girl reeled off a list of popular brands like a John Cooper Clarke poem, punctuated with “And How to Train Your Dragon is really popular at the moment.” Having looked over all of the Marvel and DC LEGO sets, the Star Wars and Max Steel toys, I confessed that Dragons hadn’t even crossed my mind. “My younger brother loves it,” she continued. “And Star Wars, he has four lightsabers, who even needs

four?” she laughed. The young lady then went on to explain that Minecraft was very popular among kids that age, before showing me the complete line-up, including soft toys of green aliens, to blockhead action figures and a construction kit that allows you to create a variety of Minecraft settings and scenes. “But sorry,” she concluded. “I think that’s all we have.” There was no need to apologise, this was more than enough.

Verdict: Toys-UK was a large store with plenty to offer, both licensed and non-licensed across all ages. The shop had sections dedicated to construction, arts and craft, pre-school and more. The customer service was excellent, with good product knowledge and obvious enthusiasm.

4/5

64 October

HAMLINS TOYMASTER 33 Lower Kings Rd, Berkhamsted With googly eyes and a squidgy body, it was easy to see why the Dave the Minion toy was so popular. “This and the Fartblaster are particular favourites,” the kindly shop assistant explained. “Anything based on the Minions or Despicable Me does well at the moment.” With only one Squidgy Dave, a handful of plush Minions and three Fartblasters left on the shelf, I could see they were good sellers. Despite its outwards appearance, Hamlins was a store that kept on giving, boasting three large rooms with toys for all ages. A quick tour revealed it had everything covered from pre-school toys to outdoor lines, Warhammer, Airﬁx and board games.

Having already acquainted myself with the aisle filled with super hero toys and LEGO, the store owner explained that anything based on Marvel or Star Wars was sure to be a hit with kids. I had already pressed every ‘Try Me’ button down the aisle myself, so I knew she was on to something. I tested her further and asked what toy she would recommend. “Any of it really,” she replied. “LEGO is always popular, we have the Star Wars and Marvel LEGO, but any of this is a safe bet.” I was certain it was, but I couldn’t help but feel a little disheartened by the response after such a strong start.

Verdict: Hamlins offered some great product and some very popular licences. I did however, feel slightly disheartened that it was offered as a ‘Get out of Jail free’ resource, instead of looking for its value as a toy. That said, the service was great.

3/5

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MYSTERY SHOPPER SUMMARY

CUTHBERTS TOYS AND GAMES I’m not sure if it was The Force at work or the price label, but something about the Star Wars Darth Vader action ﬁgure nearly had me swallow my tongue. At almost a tenner, I put the four-inch Vader back in its place among the figures and continued my search for a licensed toy. It was early and the large shop was fairly quiet. A pair of store assistants chatted at the counter and I perused the store’s offering of

21a Eastcheap, Letchworth Garden City

action figures, LEGO, board games and plenty more. Ben 10, Teenage Mutant Ninja Turtles, Iron Man, Batman and other muscular mighty-men grimaced heroically from their shelves. “A toy for an eight year old? What kind of thing is he in to?” asked the friendly assistant. I mentioned he was in to his super heroes. “Does he like Star Wars?” continued the young lad, indicating the figure I had

held only moments ago. “We also have the Star Wars lightsabers on sale at the moment.” Priced at £4.99, the lightsaber was an inspired choice. “These are great,” he continued. “I wouldn’t mind one myself.” He had an excited glint in his eye, and I thought a lightsaber duel was on the cards. I was hooked on the toy and, holding one in my hands, I realised, I probably would have accepted.

Verdict: Cuthberts had a selection of some of the most popular licences of the moment. Transformers had a good presence, alongside Marvel Avengers and Iron Man 3. The customer service was friendly and honest with a clear passion for the products and an understanding of customer budget.

Hertfordshire and Essex threw up some interesting results, with shops scoring well across the board. Popular licences will always sell well, so it is important to note the toy and play value of a licensed product. Limited Edition Comix was a pleasant surprise, that despite not stocking the traditional toy range, delivered on all counts through enthusiasm and exciting licensed product. While Hamlins Toymaster had some excellent toys on offer and displayed very friendly customer service, it lost a point on the grounds of

3/5

GAME ON

LIMITED EDITION COMIX The moment I discovered this store had its radio tuned in to a live session of tabletop gaming, I realised two things: They really will put anything on the radio and that I had entered a new echelon of geek culture. I perused the shop while a heated debate about magic levels got underway at the counter. The windows were ﬁlled with Funko Pop ﬁgures while the shelves boasted

comics, action figures and all manner of board and card games, including Adventure Time Monopoly. “Yep, kids are Adventure Time mad,” confirmed the manager. “This is a classic game, with an Adventure Time twist.“ He showed me a new card game as well as a selection of Adventure Time, Muppets and Star Wars Funko Pop figures featuring Jake, Kermit and a soft Yoda.

10 Market Square, Stevenage “I’m sure he’ll love these.” Forget him, I loved them. But remembering my task, I asked about the card games. “There are a few he could start playing,“ he replied. “As long as he follows each card to the letter, I am sure he will be able to pick up Magic the Gathering in no time. And we can always teach newcomers.” I’ll admit now, I was tempted to pick a pack up for myself.

Verdict: This was a hobby store run with passion, with a great selection of cult and popular games and action ﬁgures. Though a lot of it was geared towards an older audience, the manager was very enthusiastic about what the store had to offer youngsters. The sense of community was inspiring, albeit a little over powering in the specialist interest stakes.

4/5

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identifying play value for a licensed toy. Toys-UK offered excellent service, great product and brand knowledge. The suggestion of Minecraft on the grounds of its popularity and its craft skill was inspired. Cuthberts Toys and Games scores well through sheer enthusiasm for lightsabers and understanding of consumer budget. Game On had a lot to offer in terms of product, in store theatre and customer engagement. However, staff apathy lead it to become the lowest scoring store this month.

With 15 minutes until closing time, and three rooms filled with video games, Disney Infinity, Warhammer, board games, LEGO and a collection of popular toys to explore, the game certainly was on. Tearing myself away from Mario Kart, I continued with my task of finding a licensed toy for an eight year old. As luck would have it, I immediately stumbled once again across Mario Kart, this time the construction play set from K’Nex. Alongside this lay a whole host of LEGO sets, from Star Wars and Marvel to The LEGO Movie lines and a collection of Minecraft books, action figures and craft kits. The shop was manned by a pair of young looking lads. Wasting no more time, I asked for some advice. I

30 High Street, Saffron Walden needn’t have bothered. As if I had just asked for the square root of a badger, my question was met with a ﬂustered “Um, I‘m not too sure…” The store assistant followed me to the board game selection, where I enquired about the Star Wars deck stack card game. Behind me, a table was set up for what looked like an intense bout of Warhammer. “I really haven’t got a clue,” answered the young man. I noticed a Deadly 60 board game that looked ideal, but the assistant had already gone. “I’ve forgotten what we have got, I think there‘s some Minecraft stuff and some remote controlled cars,” he laughed. I did feel for him, it must have been a long day.

Verdict: Some great licensed toy lines and demonstrated the popularity of video game based toys. The board game selection was impressive, but the Warhammer table commanded the room. The service was amiable, but it was altogether, redundant.

2/5

October 65

RETAIL ADVISORY BOARD

Social media is becoming the new face of retail Our Retail Advisory Board acknowledges the growing importance of Facebook and Twitter presence, but insists that physical stores still lead the way when it comes to selling toys By Robert Hutchins ONE CLICK shopping and social media is fast becoming the new face of retail, but in-store purchasing will always secure higher sales, according to this month’s Retail Advisory Board. Last month, the social media platform Twitter launched a trial ‘Buy Now’ button with The Home Depot, allowing its US users to purchase products directly from a Tweet. Indicative of the growing trend in social media shopping, some of the largest retailers across the UK are now anticipating the arrival of the initiative on home shores. “The Twitter ‘Buy Now’ button will be a great success, especially in the UK where Twitter penetration is high,” explained Karla Mitchell, senior buyer at XBite. “Social media is a great www.toynews-online.biz

way for us to engage with our customers and it’s something we are very active in.” Across the board, retailers agree that the likes of Facebook and Twitter are quickly becoming integral to a ﬁrm’s sales operation, arming them with a means of direct communication with a consumer base. “Social media is an important part of our overall marketing strategy as it gives you the ability to instantly talk to a very wide audience,” said The Entertainer’s Stuart Grant. “It is absolutely going to become more and more important.” However, Grant also notes that while Facebook is a good tool for driving online sales, its greatest beneﬁt is as a means of encouraging customers in to The Entertainer’s High Street stores. “When a customer is in-store, it’s less about the

price of the products, but more about the experience, service, environment and range,” he explained. “And that is where we can compete with the likes of Amazon. “We will never win the war with online retailers, so we actively try to drive

“Social media is an effective way of increasing sales both online and in-store,” said Simpson. “In fact, every time we put something up on Facebook, we see a 20 per cent jump in website views, and that usually converts into sales.

The Twitter ‘Buy Now’ button will be a great success in the UK where Twitter penetration is high. Karla Mitchell, XBite people to the stores through social media. That’s where we can smash our competitors for knowledge, for location and range, and that transfers to higher sales.” And Grant is not alone in his sentiments. While Brian Simpson, buying manager at SMF Toytown does see the beneﬁt in social media and online shopping, he is an avid supporter of instore interaction at heart.

“However, we are a core toy retailer and we like human interaction. Our preferred type of custom is one that is carried out face to face.” Certain traders counter that online retail doesn’t have to be faceless, and thanks to the growing use of social media such as Facebook, they can still deliver personable customer service. “It’s important that you don’t use social media

purely as a sales tool as you’ll turn your fans off and be less engaging,” continued XBite’s Mitchell. “We make sure that we answer each and every tweet and Facebook message in a positive manner, even if the customer has a complaint.” And the reason for this, Mitchell explains, is that Facebook is quickly becoming the ﬁrst port of call for consumers when checking out the reputation of traders, making online the new go to face of retailers in the digital age. “Customers are very demanding and expect replies to their tweets in minutes, rather than hours, so we have to make sure that we’re showing ourselves in the best possible light. But we will continue to grow as customers demand more ﬂexibility and convenience from online retailers,” Mitchell concluded. October 67

INDEPENDENT SURVEY

How important are licensed products to your business? ToyShop UK asks its listers whether the likes of Frozen, Minions or Peppa Pig are helping to boost business this year

“ 68 October

Samantha Heywood-Cox All 5 Senses “I cannot compete with the global giants on price for these so tend not to stock them.” Matt Booker Automattic Comics & Toys “Over the last 20 years I’ve steered clear of the big movie licences more than ever due to the instant discounting they allow and support at the supermarkets to shift volumes that are sold at near my wholesale. Plus the product is very poor now in my opinion.” Luan Hall Fairies ‘n’ Frogs “We do not stock licensed toys at all. All of our products are from independent and small companies. If our customers need a licensed product we will order it in for them if required,

Jon Harrod Collectabubble “We mainly stock collectables, so without licensed products, we wouldn’t have products to sell.”

that changing. Whilst the big multiples stock these as well, we try to carry the ﬁgures they don’t or the next wave. There is no point in competing with them when the lines come out as we can’t offer buy one get one free, half price etc. What we can offer is continuity. With licences like Star Wars, Teenage Mutant Ninja Turtles, Marvel, DC, LEGO to name a few, these could all have stores on their own.”

Julian Shelford Final Frontier “As a business we would probably not survive without licensed products. They really are the bread and butter of our business, and long may they continue. We are deﬁnitely more of a specialist store, and carry a lot of the big licences, and I don’t personally see

Amanda Alexander Giddy Goat Toys “Licensed products had never played a big part in my shop before this year. I’d had a few things like LEGO Star Wars, SpiderMan ﬁgures and Peppa Pig toys and then Frozen came along. The irony being it’s nigh on impossible to get hold of Frozen lines, but we have the

but we ﬁnd most of our customers shop with us because we are different.” Sue Needham Cot ‘N’ Togs “We stock very few licensed products as we try to be different.”

play ﬁgures by Bullyland, mosaics, jigsaws, posters and wands and have been performing white magic to try to get hold of more lines.” Stuart Andrew Hal Whittaker “Licensed products are very important, no matter how big or small you are. They drive footfall and get people into your store. It is then when, hopefully, they will ﬁnd other products additionally. Licensed product alone is not sufficient as the margins aren’t brilliant, it’s all about getting your product mix right to balance out your POR.” Teresa Bramble Hoomble Toys & Collectables “Licensed products are our bread and butter lines. Kids see the adverts or programmes on TV www.toynews-online.biz

INDEPENDENT SURVEY Toy Shop UK is a consumerled, online directory that helps toy suppliers, retailers and licence holders promote their businesses to an audience of up to 10,000 unique visitors per day.

WITH THE likes of Frozen, Minions, Transformers and Peppa Pig, licensed toy ranges have sparked some of the biggest scrambles in the aisles of toy stores this year. This month, ToyShop UK asked its listers how important licensed ranges are to independent stores? Can they get by ignoring some of the biggest properties completely? It seems that for a fair chunk of them, they can as 53 per cent said that licensed products were not important to their business. Most claimed that they were not ignoring the likes of Frozen due to being against licensed ranges, but instead found that by not stocking toys based on big brands, they were helping themselves stand out from the crowd. “We are always looking for new items and not the mainstream licensed products,” said Vicky Brown

of Just Williams Toys. “The majority of our customers come to us to look for different products.” Sue Needham of Cot ‘N’ Togs added: “We stock very few licensed products as we try to be different.” Other stores, like Giddy Goat Toys, are finding they can no longer reject licensed ranges when you consider the immense popularity of Frozen. “Licensed products had never played a big part in my shop before this year,” revealed Giddy Goat Toys’ Amanda Alexander. “I’d had a few things like LEGO Star Wars, SpiderMan figures and Peppa Pig toys and then Frozen came along. The irony being it’s nigh on impossible to get hold of Frozen lines, but we have the play figures by Bullyland, mosaics, jigsaws, posters and wands and have been performing white magic to try to get hold of more lines.”

and want the toys for Christmas. If kids love the adverts the toys will sell. We always look for products that are heavily TV advertised especially at Christmas time.”

and Frozen crazes just go to show that licensed ranges are an important part of our business.”

Mark James Inspiring Toys “We usually avoid brands or products that are sold by the large retailers.” Shirley Wardle Jack and Jills Wooden Toys “We get customers asking for them, but we prefer to offer high quality, value for money products.” Helen Gourley Toy Hub “The licensed products can often be the ones that drive footfall into our store. We try to mix it up to ensure that we have a good variety of toys to offer to our customers, but the recent The LEGO Movie www.toynews-online.biz

Sam Haggett Moving Pictures “We specialise in TV, ﬁlm, comic and gaming related items so licensed product is what we sell. They are our bread and butter, it’s what we love and have been collecting all our lives and it is fantastic to see so many people building on their own collections buying from our store and seeing children coming in making a start on their own collections.” Vicky Brown Just Williams Toys “We are always looking for new items and not the mainstream licensed products. The majority of our customers come to us to look for different products.”

And while the more traditional stores are opting out of these ranges to maintain their identity, other independents are building their identity through licensed products. “As a business we would probably not survive without licensed products,” Final Frontier’s Julian Shelford told ToyShop UK. “They really are the bread and butter of our business, and long may they continue. “We are deﬁnitely more of a specialist store, and carry a lot of the big licences, and I don’t personally see that changing.” Stuart Andrew from Hal Whittaker added: “Licensed products are very important, no matter how big or small you are. “They drive footfall and get people into your store. It is then when, hopefully, they will ﬁnd other products additionally.”

Colin Tindall Rainbow Gifts “At Rainbow Gifts, it’s important to maintain the traditional feel of the shop. It’s an experience for our customers and they certainly wouldn’t expect to see the ‘run of the mill’ licensed products in the shop. The customer comes primarily to purchase a toy that is ‘long lasting’, educational, bright and colourful. And most of all to see toys that they generally don’t ﬁnd in the mainstream toy shops.” Daniel Marsh Signature Games “Licensed products are not something I stock as I would expect it to be difficult for small stores to compete on price.” Robert Williams Silly Billy’s Toy Shop “Some licensed products

Popular weekly giveaways, the esteemed Independent Toy Awards and special supplier listings are just three of the ways that Toy Shop UK can help you increase your online presence and complement your other marketing

activities this year. Contact Michael Hawkins (michael@toyshopuk.co.uk or 07786 295756) for more information. www.toyshopuk.co.uk

How important are licensed products to your business?

28% – Very important 19% – Moderately important 53% – Not important

in the likes of posters (e.g. Doctor Who, Transformers, Frozen), LEGO (Marvel), Superman and Batman are popular at the moment. We do not focus on licensed products at Silly Billy’s Toy Shop as we’d rather have variety with a wide range of toys to sell as both an independent and ‘real’ toy shop.” Rachel Fairhurst Rachel’s Toy Shop “I don’t stock licensed products, as this isn’t the look I want for the shop. I would rather stock classic toys than chase the latest trend, but that’s just my strategy. I’m sure it works for many people.” Tony Ball Wooden It Be Lovely “We strive not to stock licensed products. We aim to provide quality and non mainstream toys.”

“

IN ASSOCIATION WITH

October 69

INDIE RETAILER FOCUS

Ruddocks of Lincoln

This independent department store has been a destination for Lincoln locals for over 150 years. In 2012, the store expanded into toys. Robert Hutchins talks to Henry Ruddock about the store’s success

Can you tell us a bit about you store? Ruddocks of Lincoln has been on the High Street for well over 150 years. Over that time, this old building has undergone some major refurbishment, and with a little help from a Heritage Lottery Fund via Lincoln Council in 2009, we completed the renovation of our most striking aspect, the shop front. Our philosophy was that we needed to make the best use of this great asset, particularly in the face of the current High Street angst. People are really into this retrospective and historic feel at the moment, so this is right on trend.

bit the bullet, moved the art department upstairs and opened the toys and games department in August 2012.

What got you into selling toys and games? Well, it’s confession time. I am now 67. I had twins at the age of 58, and they are now nine. I became more child aware and also realised how much parents spent on their kids. We already sold kids’ art and craft products, jigsaws and games, so it wasn’t a difficult leap to develop a children’s department. After visiting the Toy Fair we decided to add toys in a limited way, and it soon became clear that this was of great interest to our customers. We eventually

Can you tell us about your location? What’s the town like and what’s your local competition? There is, of course, competition in the area. Toys R Us has been here for some time and The Entertainer opened shortly after we opened the main toy department. Surprisingly, that didn’t seem to make much difference to us.

70 October

What toys do you stock? Given that Ruddocks is well rooted in creative products, we have gone for toys that need real input from children as well as helping with learning. We stock toys from Orchard Toys, science kits and of course LEGO, Playmobil and Meccano. We don’t like lots of packaging with a few plastic bits inside. And the great thing is, the customers get it. They clock that we are selling good quality toys with worth, and they always come back.

What gives you the edge over this competition? Lincoln is a historical city, with beautiful architecture and our store is a grade two

listed building. This gives us the opportunity to create a traditional atmosphere and décor within the store. We run various events throughout the year, including a recent K’Nex day. We support local fundraisers and groups with raffle prizes and donations. We also run art and craft workshops for juniors in the holidays. Our independence is a big help. It means we can stock what we like, even from small suppliers. We can also react to customer ideas and suggestions very quickly. What current trend is having the most impact? Of course, we stock Loom

Bands, but we feel this will be a short-lived trend. We have, however, found two trends in 2014 that we feel have longevity. Toys that teach or reinforce science, technology, engineering, arts and maths are very successful. We have always focused on this area and since the trend took off, we have seen sales increase. We are now actively seeking new products and extending our current ranges. The other is the retro and back to basics trend. We have seen a great increase in customers asking for many different retro products, so we

have introduced marbles alongside other products, and they have been flying off the shelves. What’s next for you and your store? We feel our efforts should now be directed towards tightening the financial side of the business, so we have instituted a financial plan with rigorous budgets. We are also hoping to build on our newly opened Tea Rooms and workshops. Apart from this, we will dedicate our time to marketing and improving our department offerings, as well as our toys and game department. www.toynews-online.biz

GOOD TOY GUIDE

Happy slapping

IN ASSOCIATION WITH

We all know that kids love a popular licensed toy. But what happens to a toy’s substance when that market becomes over saturated? Robert Hutchins talks to Dr. Amanda Gummer about the dangers of label slapping PLAYGROUND survivors of the early Noughties can stop the nervous twitching, the Happy Slap is not making a comeback. Instead, society of today is faced with a far less thuggish, but equally severe clout, this time hitting parents right where it hurts. The wallet. With the growing popularity of licensed toys and today’s veritable platter of children’s entertainment properties, the trappings of label slapping is a growing concern for many. Of course, when a licence is in its prime, it is often difficult to ignore consumer demand. But according to child psychologist and founder of Fundamentally Children, Dr. Amanda Gummer, over saturating the market is a sure ﬁre way to damage both a brand and its developmental properties for child’s play. “Children love to play with licensed products of their favourite characters, but toy manufacturers and companies need to avoid label slapping and they need to understand the developmental characteristics of their audience,” she tells ToyNews. “Label slapping can really damage your brand as well as damage the licence.” Licensed toys have come under a measure of scrutiny in recent years, as some question their importance in a child’s play. Gummer disagrees. “There is an argument made by some that licensed toys stiﬂe a child’s imagination. This is by no means the case,” says Gummer. “Licensed toys can provide a launch pad

opportunities. However, companies need to look hard at the age of their audience, what they are interested in and even the demographics,” she says. “Hello Kitty is a licence that is everywhere. On a company model it has probably made millions for the licensor, but a toy company wanting to take a Hello Kitty toy licence now is just one in a million bits of Hello Kitty licensing.” So how can companies ensure they do not fall foul of the label slapping snare? “It’s all about playing to your strengths,” insists Gummer. “It is important to understand the characteristics of each for a child’s imagination because kids do not play with toys the way adults do. They don’t just follow the instructions.” Gummer outlines that the biggest impact licensed toys make on a child’s development is by providing a role model for youngsters to imitate. “Licensed toys give children a hook and help spark role-play and skills such as empathy and social development,” continues Gummer. “By understanding and copying the way Dora the Explorer or Peppa Pig behaves in certain situations, they can apply that to their own lives.” However, Gummer warns that these positive messages can become lost when a company loses sight of its target audience in favour of a making a quick buck. “All popular licences have something to offer children in terms of play

licence and the demographics of the programme’s audience. “A product based on a licence that is unfamiliar to a child will be played with in the same way as any non-licensed product. If the product and licence is mismatched, a child tends to ignore the licence. “In such cases the child misses out on the additional play scenarios that the licence affords.” So, while the popularity of a brand might offer the temptation of a quick buck, companies which do follow that avenue to success risk the cold hard slap of a rejection from the disenchanted consumer.

Diary of a Good Toy Guide Well, it’s been quite a month, and not without its challenges and a teary goodbye. We have made great progress on the new website and we are now ready to shout very loudly about all the expert advice, independent toy and app reviews and play ideas on offer at FundamentallyChildren.com. The team said goodbye to Lorna this summer, who has left to join the Royal Veterinary College and has been interviewing new staff, as well as meeting with existing clients. We have also completed a listening exercise and have redesigned our entire package of services, offering new research, insight and advice on child development, play and tech. Contact us for our snazzy new brochures, complete with introductory offers for our newly packaged services.

CONTACT THE GOOD TOY GUIDE: Twitter: @fundamentalsUK z Facebook: FundamentallyChildren z Email: admin@goodtoyguide.com zwww.fundamentallychildren.com 72 October

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SECTOR GUIDE:

Inspecting gadgets Be it tablets or robots, tech toys are helping to keep our industry in touch with the latest technology around, and while Apple is more interested in heartbeat-tracking watches, the following ﬁrms are all about bringing kids fun and educational experiences. Billy Langsworthy checks out what the sector has to offer LEAPFROG Alongside its fast performance LeapPad3, LeapFrog is infusing its tech into a watch and a video game system this year. The LeapPad3 (£89.99) is the fastest, highperformance ﬁve-inch screen tablet ever from LeapFrog. Aimed at three to nine year olds, LeapPad3 is ‘kidsmart, kid-safe and kid-tough’. The tablet provides access to LeapFrog’s awardwinning Learning Library of over 700 games, apps, eBooks, videos, music and more, focusing on 2,600 skills across core subjects including reading, maths, science and creativity. The ‘kid-safe’ aspect comes from the built-in Wi-Fi enabled LeapSearch browsing feature, powered by Zui, which ensures the LeapPad3 is web-safe straight out of the box. The LeapSearch tool sees that all the content children explore has been pre-approved by LeapFrog’s learning experts. LeapPad3 has been drop, impact and compression tested and also features a shatter-safe screen to make it truly kid-tough. The new tablet has 4GB of memory, enough for 20,000

photos, two mega-pixel front and back cameras, video recorders and a six-hour rechargeable battery life. LeapFrog also has the LeapPad Ultra XDi, a seveninch screen Wi-Fi tablet featuring high-resolution touch screen, 8GB of memory, front and back mega-pixel cameras and video recorders, a rechargeable lithium ion battery and an on-board MP3 player.

This year has also seen the launch of LeapFrog’s LeapBand (£29.99), the ﬁrst activity tracker designed just for kids. LeapBand encourages active play and healthy habits in children while nurturing their very own personalised virtual pet. Aimed at children aged four to seven years old, the

gadget comes with eight different pets to choose from including a cat, dog, dragon, monkey, panda, penguin, robot and unicorn. Kids can personalise, nurture and play with their chosen pet as they complete physical challenges and games like ‘jump like a kangaroo’ or ‘pop like popcorn’. Parents can also set up to 36 additional free challenges via LeapFrog Connect to help encourage their children to achieve daily activity goals. Proving they beat Apple to the punch, LeapFrog’s LeapBand (launched in August) also doubles up as both an analogue and digital watch. Finally, launching this month is LeapTV, an active and educational video gaming system designed for kids. The LeapTV features a whole host of different games that transform the comprehensive curriculum into fun, ageappropriate gameplay. There are three different game modes for players to get to grips with. Body Motion sees children run, hop and tiptoe to play games

controller free, Pointer Play allows children to twist, turn and move using the controller as a pointer while Classic Control, designed to ﬁt small hands, allows kids to press the A and B buttons, or tilt and shake the controller to play games. Selections of the available games are multiplayer, meaning that children can play with a friend and certain games will adapt to each child’s ability, automatically adjusting as the player progresses. Games available from launch will feature the likes of Disney’s Soﬁa the First, Disney’s Jake and the Never Land Pirates and Marvel’s Spider-Man, while LeapFrog’s own games include Dancing, Sport and Racing. The LeapTV system includes the console, a motion-sensing camera, a camera mount, a transforming controller with wrist strap, a HDMI cable, 16GB of memory and built-in Wi-Fi for downloading apps. The LeapTV also includes a bonus game, Pet Play World, which allows children to create and care for a virtual pet. 01895 202840

MATTEL Mattel is extending its tech range with the addition of the My Password Journal 8 (£24.99). The electronic journal offers privacy and protection for girls’ diaries, notes and treasured mementos. The journal boasts voice recognition technology so it identiﬁes the owner’s voice and only opens when they say the password. The My Password Journal 8 also includes a notebook and an invisible ink pen, www.toynews-online.biz

meaning its writing is only revealed via the included glow light. Behind the notebook is a secret compartment designed to keep special mementos safe. Users can also record their own greetings, sign offs and alerts. Mattel’s My Password Journal 8 comes with one journal, one notebook, one invisible ink pen and a dual reading glow light. 01628 500 000 October 75

SECTOR GUIDE: VTECH Launching this month from VTech is the InnoTab Max, the first of the firm’s tablets to feature Android learning content. Suitable for children aged two to nine, the InnoTab Max boasts 200 Android educational games and over 650 learning downloads spanning letter matching, logic, numbers and spelling. Children will also have access to VTech’s Learning Lodge, a portal where adults can download a wide range of app content, games and ebooks directly to their children’s InnoTab. VTech states that the InnoTab Max has ‘the performance of an adult tablet but specifically designed for children’, with the new tablet featuring a dual-core CPU, a high resolution seven-inch display and Wi-Fi capabilities. The InnoTab Max also has 8GB storage, a five

point multi-touch screen, a microphone and a two megapixel camera. The InnoTab Max is the 4th generation of tablet and joins the award-winning InnoTab 3S, InnoTab 3 and InnoTab Baby. 01235 555 545

FLAIR Flair’s tech offering stars a wide range of monsters, robots and electronic pets. Xeno is a little baby monster that has a multidimensional personality and a complex array of over ten emotions spanning happy, sad, playful, bored, hungry and unwell. The monster boasts high quality LCD eye technology and over 40 different eye expressions. He can also interact with other Xenos and is a big fan

SPIN MASTER of singing and showing off his dance moves. Xeno can take consumers on in ﬁve different games and children can play him music to discover whether he’s a hip hop fan or more into 70s disco. Away from baby monsters, Flair’s The Happy’s is a new range of electronic pets who move and interact like real pets. The Happy’s use infrared technology to follow their treats and perform a series of special tricks.

The range features three puppies and one kitten to collect called Bentley, Chance, Sport and Mittens, and each has their own unique personality. Finally, after ﬁrst hitting retail in 1994, Emiglio the robot is back. The modernised robot has remote controlled sound effects, chest torch, a tray to carry stuff as well as a cosmic bracelet that allows him to mimic his owner’s movements. 0208 643 0320

Spin Master has welcomed the new Zoomer Dino to its Zoomer family of innovative tech toys. Boomer the Zoomer Dino balances on two wheels using True Balance Technology which allows him to spin on the spot, run and stabilise, and even get himself up if he falls. Boomer’s articulated body gives him life-like and realistic movements that can be operated by children with a control pod, combining multiple commands into some simple buttons and a joystick. Boomer also has the ability to sense objects ahead of him and can

and thrash his tail, while his six eye colour changes will indicate what mood he is in. Boomer’s best friend is a interactive puppy called Zoomer. Kids can teach Zoomer over 60 tricks including speak, sit, lay down, rollover, shake a paw and more. A fully integrated marketing campaign will support the launch of the Zoomer range, with high impact TV campaigns running on Zoomer, Zoomer Dino and Zoomer Zuppies. Digital, PR and social media activity will also run through to Christmas. 01628 535000

react accordingly. Owners can also use hand gestures to make Boomer sit, speak 76 October

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SECTOR GUIDE: TOMY

Tomy’s award-winning Battroborgs have evolved from bare-knuckle brawlers to ‘weaponised’ Battroborg Warriors this year. The new development to the Battroborg range sees each Warrior Borg come with a refreshed wireless hand controller that immediately transmits a player’s moves to the Warrior Borg. This results in the Warrior Borg mirroring their actions in real time.

TRENDS UK

Players can also now choose and customise their Warrior Borg, resulting in what Tomy calls ‘the most intense arena battling ever’. The new Battroborg Warrior Borgs are available in two styles, single blade or double blade, and new Borg designs are inspired by some of the greatest historical and fantasy Warriors of all time including Samurai, Ninjas, Vikings and Knights.

VIVID Vivid’s My Friend Cayla (£59.99) is an 18-inch doll which utilises tech to talk about herself, answers general knowledge questions and more. Cayla uses an app running on a smart device via a Bluetooth connection and communicates with the child with the help of a built-in microphone and

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Distributed by Trends UK, MiP (£99.99) is the latest robot innovation from WowWee. With its unique dual-wheel balancing, MiP is a fully interactive robot friend that is able to navigate its surroundings while controlled by hand movements using

innovative GestureSense technology. Children can also control MiP using a Bluetooth link to any smart device running a free app and it can play games, dance and, when its tray is attached, MiP can balance multiple objects while moving or standing, including another MiP. 01295 768 078

channel GHz Quad Copter Space Motion. Users control the quad copter with a pocket sized motion controller and the Space Motion also comes with a flip-over function and crash protecting spheres. The more experienced RC flyer is catered for with Revell’s four-channel GHz Nano Quad Pro, the professional version of the award-winning Nano Quad. The Nano Quad Pro is optimised for 100 per cent performance, features three speed levels and has the ability to fly loops. Revell is also boosting its RC range for beginners or

children with the threechannel XS Helicopter Sharx Mini. The micro, lightweight copter features a turbo button and metallic ﬁnish. After a successful UK launch last year, the awardwinning Revellutions RC brand is expanding its 1:18 scale car range with the Redback Buggy, a Police Car and the glow-in-the-dark Night Cruiser. All models are ready-torun with 2.4GHz technology and a heavyweight autumn marketing campaign will promote the product across both online and TV. 01442 890285

Each Warrior Borg has interchangeable weapons to suit a player’s battling style, while the new Warrior Borg katana blade controller brings consumers a reﬁned style of motioncontrolled battling. The Battroborg Warrior is available now, and to support the launch Tomy is hosting a series of demonstration days in stores during October and November 2014. 020 8722 7300

REVELL speaker. Girls can enjoy Cayla as a more traditional doll when not connected to a smart device. The doll boasts an extensive database ﬁlled with details of her background, her different likes and dislikes and an internet connection that allows her to answer general knowledge questions. Children can bond with Cayla by telling stories, playing games and talking about her photo albums with her. The talking doll has already proved popular, featuring in several retailers’ top lists for Christmas, including The Entertainer, Hamleys, Amazon, Argos and Debenhams. Vivid is also pushing Cayla this Christmas with a TV advertising campaign featuring three commercials on rotation, which from November onwards will be used as pre-roll on targeted girls’ websites, predicted to generate around 275,000 impressions. 01483 449944

Revell has a raft of tech toys and gadgets under its Revell Control RC brand. Its 80cm wide, fourchannel GHz Multicopter Hexatron is suitable for all abilities with three speed levels, covering beginner to professional. Elsewhere, the fourchannel GHz Quad Copter Quad Cam boasts stable flight, two speed levels and in-flight LED lights. The product also allows users to take pictures mid-flight thanks to a built-in camera with 640p resolution and a 2GB Micro SD card for children to save their pictures to. Revell believes quad technology is taking ‘a leap forward’ with its four-

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SECTOR GUIDE: ZEON

TOY ESSENTIALS Toy Essentials is bringing Popar, the multi-award winning electronic play concept, to the UK. Popar, created in the US, uses augmented reality and 3D technology to create a ‘unique, interactive and educational experience for children’. Kids can use a Popar activity with a computer to instantly bring it to life. The initial Popar range in the UK will span Popar books, puzzles and charts,

as well as an expansive selection posters. Products focus on speciﬁc themes designed to appeal to primary school aged children including nature and science themed activities and sports and fairy tale applications. Popar technology can be used with both Macs and PCs and applications are available for iPhone, iPad and android phones and devices. 01285 762039

Established in 1979, and better known as the UK’s largest watch importer, Zeon is divided into two distinct divisions, branded watches, character timepieces and gifts. Within the latter division, the company holds rights to manufacture various lines, including some children’s electronic gift items. As a long-standing Disney licensee, Zeon is Disney’s principal partner for children’s torches, and with a growing range, torches are a line the company is looking to expand further. Zeon’s character licences span a range of popular brands, including the company’s number one licence globally, Doctor Who. The ﬁrm’s best-selling products based on the hit show include 3D book lights, a talking bottle opener, a talking pizza cutter, talking

CHARACTER OPTIONS Following the successful launch of robotic puppy Teksta in 2013, Character is now preparing retail for the launch of a wave of brand new characters. Two new friends, Kitty and T-Rex, each boast their own unique tricks and features and both will launch with the same marketing push that helped Teksta become Toy of the Year last year. Children can take control of the Teksta T-Rex and make it walk backwards and forwards while moving his head from side to side. The T-Rex also sniffs and chews on his favourite bone, but kids should watch out as once this T-Rex has had enough to eat, it launches it away. Far less temperamental is the cute Teksta Kitty. The hand gesture controlled pet has a special trick of catching a mouse and she can curl her tail up and down, move her ears from left to right, meow and purr. www.toynews-online.biz

money banks and app controlled Dalek and K-9 ﬁgures. Star Wars is a close second when it comes to Zeon’s most popular licences, and the latest line-up inspired by a galaxy far, far away includes

smartphone covers, a R2-D2 talking money bank, a Jedi ‘training ball’ (actually an Off-The-Wall alarm clock) and 3D LED key ring torches. Over the years, Zeon has supplied tens of thousands of electronic money banks (still a current line), radiocontrolled cars, ‘SmartSafe’ money banks and appcontrolled toys and in 2011, the company brought back ‘Bigtrak’, a programmable vehicle from the 1980s. The firm states that ‘although quite a simple item compared with today’s various infra-red, wi-fi or smartphone-controlled toys, ‘Bigtrak’ was nonetheless a huge hit again’. Zeon will be attending BLE this month and future products from the firm include releases based on Universal’s Minions and, via a DC Comics licence, Batman and Superman. 0208 208 1833

RE:CREATION Elsewhere, Teksta Dalmatian was launched in spring/summer 2014 and is a hand gestured pup complete with a spotty coat. In the lead up to the main buying season there will be a fun PR mechanic at different football locations to ensure everyone knows about

Teksta and his new wave of friends. With over 1,200 TVRs scheduled, kids press campaigns and an online Teksta hub, Character is aiming to help youngsters engage with the brand more than ever before. 0161 633 9800

Re:creation’s popular lineup of LEGO LED Lights is welcoming a raft of new additions this year across many of the range’s collections. Among the newcomers is Wonder Woman, who joins the ﬁrm’s highly collectable LEGO DC Super Heroes range in the form of a poseable key light with light up feet. Elsewhere, fans of The LEGO Movie will welcome the arrival of Wyldstyle and Angry Kitty to the LEGO LED Lights range. With the popularity of LEGO Friends continuing to soar, Re:creation is also introducing ﬁve new characters to its Lights line called Stephanie, Andrea, Mia, Emma and Olivia.

The ﬁrm believes that with more than 100 products to choose from, ‘LEGO fans will be spoilt for choice’. 01189 7366222 October 79

SECTOR GUIDE

Whittle while you work Amidst the gizmos and gadgetry lining the toy shelves of today, the age old craftsmanship of the wooden toy still manages to hold its own. Robert Hutchins explores the reasons behind its longevity LEAVE IT to the French to come up with a phrase for it, but wood, as our European cousins would say, is une matiere noble. Type that into Google Translation and you will discover that the phrase of course means, ‘a worthy material.’ And as kids and families wade through this era of high tech gizmos and gadgetry, the fact that wooden toys remain as popular as ever, suggests that the title is well deserved. But when it faces so much competition from the likes of the growing tech toys sector, what is it about wooden toys that keep them so close to the hearts of parents and children alike? Jonathan Thorpe, MD at John Crane, explains: “With so many tech products out there, there will always be the desire to get children involved with the toys that their parents loved, the classic items that generations have enjoyed and learned from.” John Crane reports that over the last few years, sales of its wooden toy collection and brand awareness of its own wooden toy range, Tidlo has continued to grow, owing in part to a welcome return of the ‘wood is good’ ethos. “Parents see wooden toys as something to keep, whereas the ‘fashion’ toys are often discarded,” continues Thorpe. “Wooden toys are something to treasure, and our Tidlo range offers kids the kind of toys they can keep for years to come. That’s why the name Tidlo is based on the Danish word for timeless.” DKL echoes this year on year growth. “Wonderworld Toys is a major brand to DKL so the wooden toys sector is very important to us,” explains David Allan, sales and marketing director at DKL. www.toynews-online.biz

“We are delighted to say that Wonderworld has seen great year on year growth. “A wooden toy is seen as a trusted, quality product that will last for generations, so I believe there will always be a demand for them.” While the connotations of high quality and durability are labels that companies specialising in wooden toys are happy to embrace, they insist that this is not the only allure. Green Board Games believes that its own collection of wooden construction toys also help to encourage kids explore new worlds through

their own imaginations and develop key skills through construction. “These toys continue to be popular among kids for the same reasons that children will pick up a stick and pretend it’s a gun, a sword or a magic wand,” Keith Grafham, CEO at Green Board Games tells ToyNews. “It is because the material is part of everyday life and we can see trees all over, so there is a connection. Wooden products feel crafted because people can understand that process.”

Having seen a growth in consumer demand for both high quality and wooden toys, Green Board Games will be heading into the New Year with an ampliﬁed offering of Build and Learn wooden animals, with a farm range to tie in with its new BrainBox titles for 2015. “A lot of our wooden products are year round sellers,” continues Grafham. “A lot of wooden toys have high perceived play value and as such it makes them a good buy at any time of year.” As our calendars continue to remind us of the looming countdown to Christmas, suppliers suggest that retailers can expect to once again see the annual surge in sales of wooden toys this festive period. And Asobi’s MD and the founder of the Slow Toy Movement, Thierry Bourret believes that in the midst of each year’s

Christmas ‘craze’, wooden toys present an evergreen alternative. “Tech toys become out of date so quickly,” he says. “Every Christmas there is a new craze or the launch of the latest model of a certain toy. “However, buy a child a wooden train set and it will never go out of fashion and will be played with year upon year.” After all, as Asobi’s resident Frenchman concludes, wood is une matiere noble. October 81

SECTOR GUIDE JOHN CRANE For three decades, John Crane has been selecting, promoting and creating the highest quality wooden toys and pooling its toy industry talent to design and distribute its own collection, Tidlo. Derived from the Danish word for ‘timeless’, Tidlo is a collection of wooden toys, split into categories to encompass all aspects of play. Tidlo’s Small World collection features a Fire Station, Dolls House, Pirate Ship, Garage, numerous Train Sets, a Noah’s Ark and a Farm. Meanwhile, the Pretend Play range boasts a Play Shop and Theatre, a selection of kitchens and cook and kitchen accessories including wooden fruit, vegetables and cake. Designed to get kids active from an early age, the Tidlo On the Move

range features two activity walkers, as well as a selection of balance bikes to help youngsters on their road to riding. Elsewhere, the Explore category aims to kick start the learning curve with new Animal Stacking Cubes and stackers and sorters of all types. There is even a teaching clock, magnetic numbers and letters, abacus and a xylophone. Under Tidlo’s Puzzles and Games umbrella comes a selection of shape matchers and puzzles of all themes from ﬂowers to dinosaurs, while the Music range offers drums, rattles and guitars. The Create range features easels and chalk boards, alongside a collection of wooden beads to create all manner of jewellery. Finally, completing the Tidlo range is the Children’s Furniture collection, featuring tables, chairs and toy chests.

Each of Tidlo’s products also comes with a learning icon on the front of the box, so that parents know which skill is being encouraged through play. 01604 774 949

continues to grow with classic wooden play-sets and accessories featuring the cast of the popular children’s show. The range has been geared to complement the key autumn tent pole of

Thomas & Friends: Tale of the Brave as the Thomas’ Fossil Run sees the loveable engine travel from the clay pits to the Sodor Museum with a cargo of fossils in tow. The play-set includes a wooden Thomas engine, plus

MATTEL Mattel is rolling full steam ahead with Thomas & Friends, as Fisher-Price continues to enjoy success with its Thomas & Friends Wooden Railway line. Following a prosperous launch in 2013, the range

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Timothy engine, two fossil cargo pieces and boulders. The Wooden Railway range is further complemented with accessories which include the Tidmouth Sheds, Cranky the Crane and Push Along Engines.

Kids are offered engines featuring either the easy to use magnet connectors or the Battery Operated Engines, each compatible with the Thomas & Friends Wooden Railway play-sets. 01628 500 000

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SECTOR GUIDE David Allan, Sales and Marketing Director, DKL

DKL Among DKL’s expansive portfolio of brands is the Wonderworld Wooden Toys collection, offering a range of toys for children aged 18 months upwards. Leading the collection for DKL this month is the Wonder Trix Tracks range, a selection of four new sets, designed to spice up track and ball themed play. The collection features the fun animal themed Safari Track, Glow and Roll, Magic Switcher and the free standing Tower Launcher. With a unique locking system, Trix Tracks boast ‘incredible stability’ as each piece is calculated to scale for children to mix the eight different sets to create unique Trix Tracks. The Wonderworld Trix Tracks also arrive with eye-catching point of sale material. Meanwhile, the Mini Vehicles range continues to gain popularity with seven new themed vehicles which

can be taken apart and put back together. Wonderworld also has a collection of educational toys, including the bestselling Rainbow Sound Blocks, aimed at encouraging kids’ sensory development. Committed to a fair trade ethos and eco policy, Wonderworld products use rubber wood, and for every tree used throughout manufacture, DKL plants two in its place. 01604 678 780

“Wonderworld toys have contemporary appeal because they are extremely environmentally friendly and their toys have a high-quality sleek ﬁnish. These toys are incredibly durable and they will stand the test of time as they are passed from generation to generation.”

JUMBO GAMES Jumbo aims to encompass children’s play with each stage of a child’s early development with a new line of wooden toys and games from its Goula brand.

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MARBEL With a collection of wooden jigsaw puzzles, construction toys and educational games, the Goula line has had a strong 2014 so far.

Leading the line-up this season is the new Goula Calendar Clock, an easy to use wooden clock and calendar all in one. With the multifunctional learning clock, children from as young as one can start to learn the different months and seasons in the year, weather conditions, days in a week and time of day. Another popular product in the Goula range is the Forest Stacking Cubes, encouraging toddlers to arrange the blocks vertically or horizontally, building numbers or animal scenes as they go. Elsewhere, Goula’s range of educational puzzles set out to introduce youngsters to the world of puzzling, with a selection of wooden peg farm, jungle, countryside, pet and sea animal themes. Finally, the new Goula three-level puzzles offer their own science lessons, allowing children to discover how chickens, frogs and butterﬂies are born. 01707 289 289

The Swedish wooden toy brand, BRIO is celebrating its 130th anniversary this year, with an ever increasing portfolio of quality toys designed to take toddlers from pre-

school to school age. As supporters of sustainable manufacturing, from this year, all wooden toys produced will be made from FSC certiﬁed wood. Spring/summer of this year saw the arrival of the safari sets, the explorer jeep, the monorail battery train and the aeroplane sets. This season, Marbel celebrates the launch of

a new range of products, including a travel ferry set, rollercoaster set, tram engine, a gantry crane, a mega crane and load kit, plus much more. Right on trend with the current love of retro toys, BRIO’s ride-on Dachsund is straight from the

1950s, with modern day commodities such as rubber wheels to prevent slipping and a wooden seat and handles. The Dachsund even has a wagging tail while in motion. For more information on the BRIO range, or to place an order, contact your local sales representative. 0845 6000 286 www.toynews-online.biz

SECTOR GUIDE ASOBI Last year, Asobi announced an exclusive distribution deal with French toy brand, Vilac. This year, the Asobi team – the creators of the Slow Toy Movement and the growing Slow Toy Awards – is gearing up to roll out a new portfolio of Vilac products across the UK and Ireland. Since starting life in 1911, Vilac has been making traditional wooden toys in a factory set in the French Jura Mountains. Over the course of this time, Vilac has developed a

range which spans building blocks and tea sets, all of which are made and hand-crafted using high quality wood and unique lacquer. Using bold colours, the brand aims to create a nostalgic appeal for all members of the family to enjoy. Asobi believes that fans of wooden toys will enjoy Vilac’s Jeujura, a collection of wooden toys that children can build themselves. 01628 200 077

GOLDEN BEAR Brand new to Golden Bear’s portfolio for 2014 is CBeebies Bugbies – a toy collection based on the iconic yellow Bugs, omnipresent on the CBeebies channel and website. The collection includes a Pick ‘n’ Place Bugbies Sorting Puzzle, a bright wooden puzzle that encourages co-ordination, recognition and playing together. Additionally, the Toppling Bugbies will provide children with a multitude of challenges – tasking kids with rolling dice and removing a Bugbies character from the tower, choose a character and take it in turns to remove, or removing characters in

turn. The game is over when the tower comes tumbling down. Meanwhile, the In the Night Garden Pick & Place Wooden Puzzle has six large pieces and is based on the show’s popular cast of characters. The puzzle features wooden coloured pegs to help little hands pick up the pieces. Completing the line-up is the Wooden Dress Up Peppa Pig Puzzle, allowing kids to mix and match Peppa Pig’s head and body to create unique outﬁts. The kit arrives in a wooden box for storage and includes 16 different pieces. 01952 608 308

SECTOR GUIDE SAMBRO Sambro is embracing today’s popular licences to deliver a range of wooden puzzles for all pe-schoolers this year. The collection of wooden jigsaws arrive in sturdy wooden storage boxes and contain four different puzzles for children to play with time and time again. As one of the leading licensed toy manufacturers in the UK, Sambro has created a puzzle range to include the hottest licences such as Frozen, Doc McStuffins, Disney’s Planes, Minnie Mouse Bowtique, Jake and the Never Land Pirates, Mickey Mouse Club House, Disney’s Cars and Disney Princess. What’s more, once played with, the jigsaws can be stored in the wooden boxes. In addition to the three and four puzzle sets, there is also a collection of 12-piece wooden jigsaw puzzles available. Designed with pre-schoolers in mind, the wooden pieces are chunky to allow for little hands. 0845 873 9380

BIGJIGS When it comes to wooden toys, BigJigs has a wealth of experience to call upon. The firm has been providing youngsters with wooden and educational toys for nearly 30 years, and this year is no diferent. New from the firm for 2014 is a range of wooden Mini Play-sets, including the Mini Farm Play-set complete with farmer and wife figurines and their collection of farmyard animals. Also in the range is the Mini Mushroom House

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GREEN OWL TOYS Play-set, Mini Pirate Ship Play-set, Mini Hospital Playset and Mini Fire Station. All the pieces can be tucked away inside the shell of the toy, thanks to each set’s design, while the soft rope handle means kids can carry their collection anywhere.

Joining BigJigs Toys’ baby and toddler wooden stacking and sorting range is the First Flower Stacker, First Picture Blocks and First Shapes Sorter, providing an introduction to shapes and colours for young children. The ﬁrm has also extended its role-play toy offering with the new Shop Till and Scanner. Featuring wooden money and a wireless credit card, till roll and a scanner with which to ‘beep’ their shopping, the set retails at £29.99. 01303 250 400

A ﬁnalist in the Best Licensed Toys and Games Range at this year’s Licensing Awards, Green Owl Toys’ The Gruffalo wooden toy line is going from strength to strength. Produced by Bajo, the range is distributed in the UK exclusively by Green Owl Toys and leading the line-up this year is the Gruffalo Wooden Theatre. The traditional play theatre features ﬁve main characters from the popular book, allowing children to act out their own versions of The Gruffalo story,

encouraging imaginative play and social interaction. The theatre’s stage sets can be used in a multitude of play scenarios. There are two backgrounds, while it also features additional wooden pieces, including trees, rocks and grass. The Gruffalo wooden toys range also includes Gruffalo and Mouse ﬁgures, a push along toy, a double-sided puzzle and alphabet blocks, featuring illustrations and words from the world of The Gruffalo. 02088 519 904

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SECTOR GUIDE GREEN BOARD GAMES If you were asked to name only one dinosaur, chances are it would be the Tyrannosaurus Rex. And this season, Green Board Games is championing the tyrannical beast with its Remote Controlled wooden Robotic T-Rex. Aimed at kids aged six to 106, the Robotic T-Rex features 85 constructable wooden pieces, one battery pack and one motor, offering 40 minutes of playtime. Priced at £20, the Robotic T-Rex joins a cast of robotic dinosaurs in the Robotime collection, including the Robotic Stegosaurus and the Robotic Triceratops. The collection aims to encourage construction and engineering skills for older children, while the younger ones can enjoy the remote control motion of the wooden dinosaurs. Green Board Game’s wooden range is also bolstered by the Build

and Drive construction collection, featuring the Build and Drive Tractor, Build and Drive Bulldozer, Build and Drive Jeep and the Build and Drive Truck. Aimed at children aged eight and upwards, the Build and Drive truck arrives with 120 wooden pieces, 15 plastic pieces, four electronic pieces and glue. Retailing at £30, the set offers one hour of construction time. Completing Green Board Games’ wooden toy collection, the Build and Learn selection features a range of buildable animals, including loveable countryside critters, zoo animals and creepy crawlies. Each kit come with ready printed skins and facts to test animal knowledge and encourage kids to get to know more about their favourite creatures, and all at a pocket money price. 01494 538 999

MAGUARI Nursery distributor, Maguari is championing its collection of wooden toys from the New York-based brand, Skip Hop this season. Aimed at parents and children who prefer the more traditional toys, Skip Hop delivers a range of quality wood and nontoxic paints, designed to blend play with key skill development in youngsters. The collection already incorporates Skip Hop’s

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HIPPYCHICK popular Alphabet Zoo and Treetop Friends characters, while two further wooden toys have joined the new Giraffe Safari theme. Featuring a giraffe, rhino, parrot, crocodile and turtle, the new Giraffe Safari Stacking Animal blocks consist of ﬁve safari friends that children can stack any which way they choose. Measuring at 2.5cms each, the Animal Blocks can also be used individually for

further imaginative play. The Giraffe Safari Nest and Play Blocks are the second new addition to Skip Hop’s portfolio, consisting of three wooden nesting boxes and two wooden balls. The toy offers a number of play variants, including stack and match blocks or creating a game by dropping the wooden balls in and out of the holes. 01293 774 924

The wooden Moover range from Hippychick gives the classic toys of the past a modern day makeover, with contemporary lines and classic retro styling. There are ﬁve Moover designs to chose from this year. These include the Baby Walker, Baby Truck, Dump Truck, Doll’s Pram and Rocking Horse. Four of the styles are delivered in a self-assemble form and all arrive in stylish packaging, helping retailers

with those all important in-store displays. Winner at last year’s Slow Toy Awards, the Moover Doll’s Pram features a curved design, heart shaped peep hole and roomy carriage, making it ideal for pushing along dolls and teddies. The Doll’s Pram is also available in a Mini Pram version, which features the same styling as its ‘big sister’ pram. 01278 434 440

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OBSERVATIONS 0F A TOY INDUSTRY SURVIVOR

Jon Salisbury THE TERM ‘franchise’ entered the world of entertainment in the 20th Century so, inevitably, it was only a matter of time before it became common parlance in toy circles. In movie terms, your Batmans, Spider-Mans, Ghostbusters, Jurrassic Parks, Toy Storys and, of course, the biggest franchise of the lot, Transformers, have all spawned hit toys and those in licensing circles set their stalls out accordingly. But has our expectation that franchises will repeatedly deliver the goods actually hindered us? Remember, licensees and licensors are at the whim of Hollywood or TV programmers so timing can be an issue. Last year, GI Joe: Retaliation fell victim to rescheduling and Warner Bros’ Batman v. Superman: Dawn of Justice was taken out of the summer 2015 season entirely and given a new release date in March 2016. The toy industry is under increasing attack from the two dimensional hordes at its borders. Hasbro, of course, has joined forces with the auld enemy by launching the Hasbro Game Channel on PlayStation 4 and Xbox One. Those pesky video game upstarts just refuse to leave us alone although, ironically, they are also under threat from even newer play technology.

Activision is releasing Skylanders for tablets as well as consoles having pioneered the toys-to-life genre in 2011, while LEGO and Nintendo will also soon release smart toys. US toy inventor Bruce Lund recently ﬁred a warning shot to us all. “The toy business is getting a spanking now and has been spanked repeatedly in recent years,” he wrote. “My hope is that rather than traditional toys and games becoming relics ﬁt only for the dustbin, the industry rises up with innovation to meet the challenge of today’s incredibly competitive entertainment environment.” A stark warning from Bruce who has been inventing, developing, designing and licensing innovative products for the toy industry for over three decades. His huge list of clients worldwide includes the likes of Hasbro, Mattel, Spin Master, Crayola, Vivid Imaginations, MGA, Sega and many, many, many more. Last month’s ToyNews Toy & Game Inventors Workshop hopefully went some way towards assuaging toy makers’ fears of being trumped by the pace of change and variety of competing disciplines. Whatever happens, like clockwork, Christmas is once again looming large. If Santa’s elves pay a call to the home of

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With blockbuster season well and truly over, our columnist explores whether the expectations big movie franchises heap upon toy sales is good for the industry

this curmudgeonly correspondent, I could do with a wind-up laptop to lessen my carbon footprint plus some tin cans and a huge ball of string so that I can stay in touch with relatives in the former Soviet Union should political matters become any more tense. No matter what, I need a gang of footballers from 15 nations who wear yellow to play their hearts out for me. I am still that callow ﬁve year old whippersnapper who ﬁrst saw his team play in 1969, just in the creaky body of a 51 year old. To quote George Bernard Shaw: “We don’t stop playing because we grow old, we grow old because we stop playing.”

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

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