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No. 161 l May 2015

www.toynews-online.biz

Retail l Licensing l Pre-School l Marketing 19 Women of the Year It’s back. We round up another 100 of the most inspiring females working in the toy space

27 Tech it or leave it We look at how indies can embrace a digital offering without losing their identity

33 Toymaster round-up We take a look at what some of the exhibitors will be showcasing at this year’s Harrogate show

40 ToyShop UK Debates This month, independents lock horns over the somewhat thorny issue of suppliers selling direct

Indie hotspots This month, we’ve trawled the UK and Ireland to find out which cities are brimming with physical independent toy stores, and which areas are in desperate need of High Street specialists. Read on to find out if you’re living nearby one of our toy retail hotspots

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WELCOME

MEET THE TEAM

CONTENTS Regulars

Samantha Loveday Editor

06 08 08 11 12 15 40 42 74

sloveday@nbmedia.com

Billy Langsworthy Deputy Editor blangsworthy@nbmedia.com

Robert Hutchins Staff Writer

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

The Retail Issue 27 Making the High Street digital 30 Indie Map of the UK & Ireland 33 Toymaster show special

rhutchins@nbmedia.com

Jodie Holdway Sales Manager jholdway@nbmedia.com

Features 19 ToyNews Women of the Year 2015 44 Toy Trust Update 55 Sector Guide: Dolls 61 Sector Guide: Action, Building, Blasting & More

Carole Eagles Account Manager ceagles@nbmedia.com

James Marinos Production Executive jmarinos@nbmedia.com

Licensing.biz 47 News

Tom Carpenter Designer

Pre-school (sponsored by VTech Baby) 51 News 52 Pre-school opinion

tcarpenter@nbmedia.com

Mark Burton Managing Director mburton@nbmedia.com

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

COMMENT

Street smarts

The ToyShopUK members have been particularly vocal this month, focusing on the issue of suppliers selling direct.

IT’S BEEN a busy month for the ToyNews team, and this is reflected in the bumper batch of exclusive editorial we have produced for you in this issue. First up, to tie in with this month’s Toymaster show at The Majestic in Harrogate, we’ve dedicated a section of the magazine to the independent retail sector and the issues that outlets are currently having to deal with. Billy Langsworthy channelled his inner cartographer to investigate how healthy the bricks and mortar indie business currently is across the UK and Ireland (page 30-31). His findings make pleasing reading, and should dispel any mutterings of independent stores being a dying breed on the High Street. On the flip side, Robert Hutchins headed into the digital world to find why retailers should also be embracing this side of the business, and how it can boost their footfall (head to page 27 for more). Exclusive partner ToyShopUK chose to get its members to debate the thorny subject of suppliers selling direct (page 40). As usual, their responses were incredibly honest, ranging from “we might not be here if we didn’t sell direct” through to “retailers are proving to be nothing more than a showroom for internet sellers and manufacturers to sell their products from”. The indie retail sector is also represented in our ToyNews Women of the Year 2015 listing (pages 19-25), with Helen Gourley from Dunblane-based Toy Hub nominated for not only her business nous, but also her work with the local community to raise the profile of her store. I have to say, this year’s list was pretty humbling to put together. Some of the achievements and nominations have been outstanding. As with last year, we could have filled the entire magazine, but instead we’ve had to stick to just seven pages and have highlighted 100 women currently working in the UK toy industry. All are inspirational, hardworking and impressive individuals – making the difference to the industry on a day to day basis. Samantha Loveday sloveday@nbmedia.com

ToyNews has 100% named circulation and 0% duplication.

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NEWS

LEGO bringing a new Dimension to toy retailers With brands such as Back to the Future and Wizard of Oz available through the new toys-to-life title, retailers are rejoicing at the potential new channels it is opening up By Robert Hutchins LEGO DIMENSIONS will mark another success for the brand at retail, either through game sales or otherwise, according to UK toy retailers. Not content with its position in the toy space alone, LEGO announced last month its intentions to follow the likes of Skylanders and Disney Infinity into the toysto-life space. In partnership with Warner Bros Interactive Entertainment, LEGO Dimensions merges physical brick building with interactive console gameplay, and will feature popular brands including DC Comics, The LEGO Movie, Back to the Future, The Wizard of Oz and more. Armed with such an eclectic bag of licences, retailers believe it will open up numerous new opportunities at retail. “My gut feeling is that this will be a success,”

Stuart Grant, buying director at The Entertainer told ToyNews. “LEGO is so incredibly strong right now and the synergy between making custom models and then projecting them onto a computer game, it all makes sense to me.” Kerrison Toys in Norwich is one of the last few indies still to stock video games, and owner Steve Kerrison believes LEGO Dimensions is a “whole new level” in the toys-to-life space. “This will only help raise awareness of the LEGO range and make it even cooler to own,” he said.

“It will open up new channels in the LEGO arsenal and bring Back to the Future and Wizard of Oz to new audiences.” Now, with the weight of the world’s number one toy manufacturer behind the digital movement, retailers believe it could lead more brands to join the toys-tolife space. “With the likes of Sick Brix from Spin Master on the way next year, and kids’ interaction with tablets being higher than TV, it’s logical that this will become a big part of the toy space, too,” concluded Grant. LEGO: 01753 495000

DC Super Heroes lead Schleich’s licensing charge New collections “remind consumers that Schleich is about more than just animal figures” By Robert Hutchins SCHLEICH HAS revealed its intentions to expand its licensing portfolio this year, following a ‘tremendous response’ to its new DC Comics action figure range. Inspired by Superman, Batman and The Joker, the collection has already opened helped to “remind consumers that Schleich is about more than just animal figurines.” Encouraged by the rise in popularity of events such as Comic Con, the new range allows Schleich to tap into the new audience of comic-book memorabilia collectors. The firm made a big splash in the licensed figurines arena with the success of its Smurfs range last year and insists the sector is of growing importance to it. “The response from retailers, consumers and the media [to the DC Comics action figures]

has been tremendous and has helped us open new sales opportunities for our retail partners,” Laura Bull, marketing manager, Schleich, told ToyNews. “We have been able to apply the expertise of making great and detailed figurines to a new venture.” This year has already seen the firm extend its Peanuts collection and after strong early response, it is confident the choice of Justice League characters will grow to soon welcome the likes of The Flash and Green Lantern. Schleich: 01279 870 000

New dolls, costumes, accessories and novels in the pipeline for A Girl for All Time “Month on month sales have increased tenfold since last year, so we are expecting 2015 to be a good year” By Billy Langsworthy A GIRL for All Time is looking forward to a bumper year, with new dolls, accessories and costumes in the pipeline. The firm is also adding new novels, activity books and a completely new doll line to its portfolio in the next 12 months. “We are really excited about our future plans for A Girl for All Time and everything we have in the pipeline,” said Frances Cain, founder of A Girl For All Time. “Of course, these plans include expansion of our 06 May

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current line - the award winning range of English historical dolls that follow the adventures of the fictional Marchmont family through 500 years of adventure and intrigue.

“New costumes, new dolls, new accessories and of course novels and activity books are all lined up for 2015 and 2016, and we are already planning our product ranges for 2017, too.

“We are also in the beginning stages of a completely new range of dolls, with a targeted release date in the autumn of 2016 - but I have to keep that one under wraps at the moment.” The firm is positive about its prospects for 2015, having boosted sales month-on-month and cultivated a thriving social media following. “Month on month sales have increased tenfold since last year, so we are expecting 2015 to be a good year for us, with greater consumer

awareness and demand for the products increasing not only nationally but internationally as well,” added Cain. “Our social media drive continues to gain traction with over 14,000 Facebook fans and a very active fan club on Facebook. “We are also about to launch a new hashtag campaign which will get the attention of people not currently aware of us, but people who are looking for in intelligent alternative to feminine play.” A Girl for All Time: 020 7060 6151 www.toynews-online.biz

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NEWS

TX Juice can be one of Europe’s top RC brands, says Wow Stuff “We launched in international markets ahead of the UK and TX Juice is now probably the fastest growing RC brand in these markets”, says MD Richard North, who is in the process of appointing a UK distributor for the brand By Billy Langsworthy THE TX Juice brand can be one of the top RC brands in Europe, Wow Stuff has confidently told ToyNews. The company has enjoyed success with the brand in international markets and is now in the process of appointing a UK distributor. “We launched in international markets ahead of the UK and TX Juice is now probably the fastest growing RC brand in these markets,” Wow Stuff MD Richard North told ToyNews. “All lines sold out in 2014. We are now using the same business model for the UK and appointing a UK master licensed

distributor so we can focus on some new product development. “The R/C market is substantial and growing but also it is very fragmented. There are a plethora of new brands that don’t really have a common purpose, USP or brand identity across their range. We have also seen a lot of activity from the introduction of drones and this has stimulated the overall market. “We can see TX Juice as the number two RC brand in Europe.” The firm believes its dedicated tech team, Wow Labs, has given TX Juice the edge over competition due to the cutting edge

technology sitting within each product. “It’s a very focused plan to increase the use of our tech team, Wow Labs, to develop more cutting edge technology for each new product that can be unlocked by pressing the special feature Juice Button,” added North. “Our experience working with Vivid in the UK for Real FX Racing has proven the business model. Our technical ability to create best in category tech toys, matched with a leading marketing and distribution partner, is the way forward for each market and we will announce our TX Juice UK partner very soon.” Wow Stuff: 0870 054 6000

Word of mouth key to our growth, says Bonnie & Pearl Pop up stores and savvy use of social media have also helped the doll firm get off to a positive start By Billy Langsworthy

BONNIE & PEARL is well into its second year having launched in September 2013, and the doll firm credits its ongoing growth to word of mouth, social media and a canny use of pop up stores. The brand picked up three national retail awards in its first year of operation, including two BCSC Opal Awards and a SCEPTRE Award following the launch

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of three successful pop-up shops with St David’s Cardiff. “The majority of our growth has come from word of mouth and social media,” Nicola Evans,

director at Bonnie & Pearl, told ToyNews. “We are growing organically having not had a marketing budget in our first year.

More great Shuffle titles coming soon!

“Our pop up stores helped showcase the experiential concept of our doll hair salon with doll nannies dressed like Mary Poppins on hand. Our striped canopies, beautiful Georgian windows and timeless branding created a wow factor for consumers and doll lovers alike.” Looking ahead, the firm is bringing its dolls into department stores across the UK and is also set to launch into the Middle East.

Evans continued: “We are excited to launch in a few of our prestigious department stores here in the UK, along with launching Bonnie and Pearl into the Middle East. “2015 is all about building great business relationships with several new retailers, ensuring our dollies have lots of new families by Christmas 2015.” Bonnie & Pearl: 0844 800 1910

Fast fun for all the boys! Shuffle has a game for everyone!

Sales@Cartamundi.co.uk Ph: +44 1286 511 522 www.shuffle.cards

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CAMPAIGN OF THE MONTH / PLAYTIME

World of Warriors This autumn, Mind Candy’s digital gaming hit World of Warriors makes the leap to collectable toys, and GP Flair has masterminded an extensive marketing campaign to help the range on its way CONTACT

Flair: 0208 643 0320

THE BRAINCHILD of Mind Candy and GP Flair, the World of Warriors toy collection is predicted to be the latest desire of the

www.flairplc.co.uk

World of Warriors’ digital community across the globe. In anticipation of the launch of the new collectable line, the marketing team at

TV From launch to December this year, over 1,000 TVRs have been committed to the World of Warriors brand, concentrating on all aspects of the range including collectables, action figures and role-play. TVCs that bring the digital world into the real world will be seen across all the major boys’ channels.

Playtime This month we examine the different genres of programming that mums with kids between nought to three (HWCH0-3) watch within a month (March 1st - 31st 2015). Of all the programmes HWCH0-3 watched in March, nearly a quarter of viewing was spent watching entertainment shows (23.5 per cent) including programmes such as Family Guy on BBC3, Jeremy Kyle on ITV and Simpsons on C4 and Sky 1. As may be expected among HWCH0-3, children’s programmes are the second largest portion of their total viewing (16.6 per cent) with 65 per cent of mums

Flair is readying itself for one of it biggest campaigns of the year. Available from Q3 of this year, the World of Warriors collection boasts minifigure packs in pairs, fours and eights, with over 180 figures to collect in series one alone. The range features the Battle Fortress play-set, allowing fans to emulate the digital gameplay. Elsewhere, the Deluxe Action Figures with special move features will represent lead hero characters from the popular app. Crossing TV, digital, print and in-store operations, Flair reveals details of this year’s World of Warriors marketing campaign, designed to drive sales in 2015.

DIGITAL MARKETING Capturing the imaginations of digitally active kids will be essential to the brand that started life in the app landscape. Both pre-roll campaigns and immersive microsite activity is already in place to launch from early autumn onwards. And as the relatively new phenomenon of unboxing videos continues to prevail in the world of kids’ media, Flair plans to tap into the approach using YouTube and social media to ramp up the desire to collect among youngsters. KIDS’ PRESS SAMPLING Sampling is key to Flair’s strategy, and a boys’ magazine covermount in late July will be kicking of the firm’s World of Warriors press campaign. The initiative will be followed with takeovers, interactive adverts and a nationwide election to determine the ultimate warrior. IN STORE ACTIVITY Phase one of the brand’s in-store activity will be the introduction of a full-scale POS programme, including fully loaded FSDUs, complete with substantial sampling stock for retailers. Diorama displays will also be available to add to the shop floor theatre. Phase two will commence with retailer battle days and costume visits from the two lead characters, Gunner and Crixus.

This month, Generation Media looks at what type of programmes mums with children aged nought to three are watching on TV All HWCH0-3 Viewing by Genre March 1st - 31st 2015

with children under five claiming to watch kids’ TV ‘sometimes or regularly’ (TGI GB 2015 Q1) Despite nearly 50 per cent of viewing to children’s content being to non-commercial stations (CBBC/Cbeebies) when targeting mums with young children the importance of airtime across the kids’ commercial channels is clear to see. In analysing the genres most watched by kids aged four to nine, we can see that cinema films rank within the top ten genres (5.9 per cent) and HWCH0-3 (6.5 per cent). If a product targets both audiences, this is a key way to reach them together.

r Othe % 3 . 5 1

t men rtain Ente 3.5% 2

ilms ma F Cine .5% 6 g ’) a: Lon Dram ls (‘Soaps ia r e S g Runnin 6.6% rials s/Se e i r e a: S % Dram 6.8

ren Child % 6 . 16

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Source: BARB/TGI GB TGI 2015 Q1

ToyNews PlayTime is provided by Generation Media 0207 255 4650 | www.generationmedia.co.uk 08 May

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www.toynews-online.biz

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NPD RESEARCH

Retail Sales Trends

Properties

Q1 speeds by with strong growth across the board THE FIRST quarter of 2015 has seen strong growth for the UK toy market – on top of growth in Q1 2014 with additional £23m of toys in Q1 2015. March toy sales are up six per cent in value and five per cent in volume, with only the outdoor and sports toys super category down for the month due to the wetter weather this year. Action figures is still growing fast with the new film releases properties – Big Hero 6 and Avengers adding to the growth from last year’s blockbusters – Transformers, Ninja Turtles and Spider-Man. Meanwhile in building sets, LEGO Speed Champions has sold over £400k in just one month, adding to the strong re-launch of LEGO Ninjago and Bionicle this year. After growing by six per cent in 2014, girls remain a key element in the toy market growth in 2015. Disney’s Frozen is the top property in the UK for the eighth month in a row and is selling over £1m of product a week – twice that of the nearest property. The top new property across the market is the girls collectable range Shopkins, with the twopack Shopkins the number three best selling item across the total

market for the month. As well as new properties, historical brands like My Little Pony have had a great start to 2015, with sales almost doubling on YTD 2014 performance and now number 18 across total toys YTD 2015. “This has been a stellar start to 2015 for toys, on top of a strong 2014 performance,” said Jez Fraser-Hook, practice director of

NPD Group’s toy business in the UK. “With growth coming from both boys and girls properties and across multiple categories, it’s not just one area of the market driving growth. “With plenty of strong products still to come later this year, not only is there a strong positive attitude across the industry, but it could be the biggest year ever for UK toys.”

Best item progression March 2015

SPEED CHAMPIONS PORSCHE ITALIA GT2

The new LEGO line roared up the charts from number 9,194 in February to number 16 in March, a stunning 9,178 places.

Sales UK toy sales

(value, year-to-date)

YTD 2014

YTD 2015

+6%

Source: NPD

Average toy price March ’14: £7.57

March ’15: £7.63

UK RETAIL SALES TRENDS March 2015 (£ sales – value)

March 2015 (Unit sales – volume)

1LEGO MINIFIGURES

FROZEN SNOW GLOW ELSA

LEGO

JAKKS PACIFIC

MATCH ATTAX 2014/15

SHOPKINS 2 PACK

FLAIR

HOT WHEELS BASIC CAR ASSORTMENT

LEGO MIXELS

LEGO

SHOPKINS 2 PACK

FLAIR

HOT WHEELS BASIC CAR ASSORTMENT

MATTEL

LEGO MIXELS

LEGO

DISNEY FROZEN ELSA SPARKLING ICE CASTLE

LEGO

MAGIC BOX ZOMLING BAGS

ESDEVIUM GAMES

MATCH ATTAX 2014/15

TOPPS

PLAY-DOH CLASSIC 4 PACK

HASBRO

SHOPKINS 5 PACK

FLAIR

MY LITTLE PONY MYSTERY BAG ASSORT.

HASBRO

PLAY-DOH CLASSIC 4 PACK

HASBRO

PLAY-DOH SINGLE TUB ASSORTMENT

HASBRO

10. DISNEY FROZEN ENCHANTED 2015 STICKERS

10. MARVEL SUPER HERO MASHERS FIGURES

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

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TOPPS MATTEL

PANINI

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APPOINTMENTS

Industry moves Toy invention company, Carterbench enters a new chapter as MD Rob Kay retires, Epoch appoints a new sales manager for the East and South East and Jumbo Games eyes further expansion with a new hire

CARTERBENCH Cofounder and MD ROB KAY has retired from the firm after 40 years in the toy business. As the company now enters a new chapter, ROSS WORTHINGTON prepares to step into

JUMBO GAMES The children’s and adult puzzle specialist has expanded its team, welcoming CHRIS SERMANNI as its latest sales agent. Sermanni boasts an extensive background in the toy industry, dating back to 1996, when he covered Scotland and its islands. With great experience in the toy industry, the firm is confident Sermanni will embark on his new role in the focused manner it prides itself upon. Sermanni will report to Jumbo Games’ MD GRAY RICHMOND.

12 May

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the role of managing director, with co-directors SUZANNE ROBINSON, SIMON GIDION and JIM KEENAN all joining the senior management team. Each brings over 25 years experience in the toy

invention business to their new roles. Kay will remain on board in a consultancy role with the toy invention company, and Worthington has wished him well with his retirement and all his new adventures.

KIDICRAFT The team has promoted KRISTINA HOLDEN to operations director with the remit to focus on customer service and supply. Holden has been welcomed to her new position by the firm’s owner and MD, ROY GREENWOOD as the company continues its efforts to grow the business this year. Holden has been commended for her fundamental contributions to the business in its history.

West of England. DARREN TODD has joined to represent the firm’s range of wooden, retro, craft and pocket money toys. Todd boasts a background in the book trade, experience that MD, PAUL TUCK believes makes him a valuable addition to the team.

ACKERMAN INTERNATIONAL The UK distributor for The Irish Fairy Door Company has welcomed a new sales manager for the North

POUNDSTRETCHER The discount retailer is continuing its plans for growth with the appointment of a new head of marketing. CARL SUTTON has taken up the newly created role, following 13 years at Wilko where he was responsible

EPOCH MAKING TOYS The team behind hit collectable range, Sylvanian Families has appointed a new sales representative for the East and South East. SARAH MORRIS has joined the firm to take up the position of territory manager for the Eastern region. With over ten years experience in increasingly responsible roles, Morris has played an integral role with several successful companies, including the Enchanted Wood Toy Stores. Her experience is enhanced by a vast knowledge of Epoch Making Toys’ products, eight years of management experience, 14 years customer for brand development. In his new role, Sutton will work on the brand’s marketing communication plan. He will report to the group’s managing director, IAN YORK who joined the retailer in October 2014. iGEN INSIGHT Following continued growth in the kids’, youth and family research arena, the firm has bolstered its management team. CLAIRE MILNER has joined the company as research manager from ABRSM, a leading music education provider. Milner is well versed in both quantitative and qualitative methods, from small to large projects across the UK and international markets.

services experience and the completion of a BA in Business Studies. The firm is looking forward to seeing Morris’ experience in action as it continues to strengthen its reach in the Eastern region. WARNER BROTHERS CONSUMER PRODUCTS After 18 years at the firm, BRUNO SCHWOBTHALER is to leave his role as senior vice president of marketing, sales and business development EMEA. CHARACTER WORLD The company has appointed LINDSEY BONNEY as head of supply chain operations. The moves comes as the Manchester-based business continues its international growth drive. Bonney joins after 14 years as group commercial manager at Caldeira.

www.toynews-online.biz

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ToyNews Half Page Ad_BonnieandPearl_042015_3.pdf

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Award winning doll brand set to expand this SUMMER The brand launched in September 2013 winning three national retail awards in its first year of operation, including two BCSC Opal Awards and a SCEPTRE Award. C

Bonnie and Pearl will be expanding their retail business throughout the UK, Europe and Middle East from July 2015.

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OPINION

The changing face of retail Steve Reece takes a look at how technology will change the toy retail landscape, with the likes of YouTube and drones set to make waves UK TOY retail has seen seismic shifts and much disruption across the last decade or so. Apart from the loss of the then second largest UK toy retailer (Woolworths), we’ve also seen the monumental transition from online retail as a window shopping destination to today where it is a very major driver, with further growth likely in the coming years. Considering the longerterm trends going forward is a more difficult business, but there are some trends we can look to for insight. Firstly, we can look at the fundamentals, which are unlikely to change. While the high profile,

high price point tech toys will continue to grab the headlines, the established long-standing play patterns are not going away. Kids continue to look for/need classic physical play patterns to develop cognitive and motor skills, and continue to respond to colourful, tactile fun in simple formats. Moreover, we can look at the sales enhancing effect of ‘try me’ and ‘does what it says on the tin’ packaging format and design – visually striking packaging which helps to bring toys to life for kids will continue to sell. Therefore my conclusion is that physical toys with established play patterns

are going nowhere, and physical retail environments in which kids can get hands on with toys and related products are also here for the long-term

from online sales is an emotive subject especially after the challenges of over demand/late arrivals last December. However change is afoot.

The toy industry is increasingly looking to YouTube reviews as a core communications channel, and this is likely to grow in importance. regardless of any doom mongering we may hear from time to time. Looking further into how technology will change the toy retail landscape, delivery of products from online sales is set to be revolutionised in the next few years. Clearly delivery

Looking at recent developments, it appears that drone delivery will be common place by the end of this decade from Amazon at least. Whether that will prove to be a cost effective quick service or an over-priced gimmick remains to be seen, but

there is certainly the potential for there to be a sky full of buzzing drones to avoid last year’s issues becoming an annual fiasco. The other major untapped potentially revolutionary resource as far as toy retail is concerned is a YouTube product portal. The toy industry is increasingly looking to YouTube reviews as a core communications channel, and over time this is likely to continue to grow in importance. With some toy review channels getting tens of millions of views, YouTube will surely integrate an e-commerce portal at some point in the future.

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

Magic moments Niamh Sherwin Barry explains the mantra behind The Irish Fairy Door Company and reveals why the product has been a hit with children and adults alike WHEN WE spotted the recent news story about a Somerset council planning to tear down some of the 400 plus fairy doors that had appeared in their local woods, we didn’t just see this as the perfect time to launch in the UK. Yes, it was an ideal platform for us to offer to re-home evicted fairies and to engage with outraged fairy-fans. More than that, we saw it as a great opener to a much-needed wider discussion on the power of belief and magic in play. It is this which is central to everything we do here at The Irish Fairy Door Company. The imagination is an extremely powerful and

wonderful thing. In recent times, imagination use by our children has been on the decline. We’re all for embracing technology at fairy HQ but seeing that the rise in popularity of ‘digital babysitters’ means it becomes more challenging to get kids to ‘just play’. Our concept and product brings the child right back to basics, making independent decisions from the moment our interactive item arrives. From ‘where’ (will I put my door?), ‘what’ (will I call my fairy?), ‘who’ (do I want my fairy to be, boy or girl?) – instantly the connection begins to form with this magical little being and gives a child the

responsibility of making decisions, which we think is both very powerful and super-important. Once these decisions are made, the key in the bottle is left out beside the fairy’s door. The next morning when the child sees that the key is gone and that their fairy has arrived, picked it up and moved in, the imagination explodes. From that moment on, they know that there’s a magical little fairy living behind that door. Communicating with the fairy becomes part of daily life, creating play patterns, imagining adventures, creating stories – it’s truly quite magical what these fairy doors can achieve.

There’s always a new story to tell or activity to do. With the help of the creative team and of course Queen Kate and her Council, the magic continues to flow. We have online content and supply updated materials via our iOS and Android app for that added touch of technology, which we realise forms a small yet important part of the entire play pattern. We knew when we started to develop our concept that children would love it. What we didn’t bank on was that the adults would love it too. We get constant feedback from many a grown-up that the magic

of our little doors have brought back so many lovely memories they had of their own childhood. Bringing it back to basics and letting the imagination take over. We don’t believe there’s any other product on the market at the moment that replicates the magical moment when that key disappears and the child’s imagination ignites instantly. All of a sudden memories are being made that will last forever. It’s far from a little piece of wood we are selling. We are selling a magical journey. A journey that not only the child can go on, but where the whole family can come too.

Niamh Sherwin Barry is director of The Irish Fairy Door Company. The Irish Fairy Door Company products are distributed in the UK exclusively by Ackerman International. All trade enquiries: enquiries@ackermanintl.co.uk or 01279 408 208.

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OPINION

Why I launched the Bananagrams Challenge Top Banana Rena Nathanson reveals the origins of the first ever Bananagrams Challenge and her plans to grow the event in the near future THERE ARE many games which would work well in the classroom, but in reality, getting them into schools in the first place can be quite a challenge. Schools are working with limited budgets and need to ensure the tools and collateral they buy for the classroom are going to be of the very best benefit to the children, and with teachers’ time already stretched, there are limited hours in the day for trying out different games. I’ve always known that Bananagrams would work in classrooms. It’s a great tool for spelling and literacy exercises, and the gameplay is also perfect for a classroom setting.

The Bananagrams Challenge is the culmination of years of hard work and dedication in getting our game to market and, more importantly, getting it played by the right audience: kids. It’s exciting to think that 15,000 children in 500 schools in the UK are now playing Bananagrams. We decided to run the first ever Bananagrams Challenge in the UK for a number of reasons. Firstly, I live here and my own children went through the British school system, so it felt like the natural launch-pad. Secondly, the size was important when configuring the play aspects. Capping the

Challenge at 500 schools was a comfortable starting point for us, although we were very oversubscribed and already have a hefty sign-up list for next year. As for the live Grand Final itself, where ten-year-old Louis Webber was the first child in the world to be crowned Top Banana, I’m still buzzing. The feedback has all been overwhelmingly positive and everyone really enjoyed their special day at a fantastic venue. The children were so inspiring – in addition to their incredible vocabulary and spelling skills, they showed excellent sportsmanship, always supporting their opponents with a smile.

Going forward, we will definitely grow The Bananagrams Challenge and open it up to more schools in the UK. Now we have a really firm grasp on what’s involved, we feel we can only go from strength to strength.

We plan to roll out the Challenge in the US next, with the final to be played in late spring 2016. We’ll start regionally so we can keep the logistics tight, but we’re confident that it will become a national, annual event in the US, too.

Rena Nathanson is Top Banana at Bananagrams.

Licence to thrill Elfie Knapen, VP promotional services for Cartamundi, discusses the delights and difficulties of producing attractive licensed product at retail I’M RESPONSIBLE for developing and rolling out Cartamundi’s promotional services strategy with the company purpose in mind: “Sharing the magic of playing together.” I work closely together with the other VPs, VP consumer products (retail) and VP games manufacturing services, both to broaden and strengthen our offer in promotions. That means making use of our network with game developers to introduce new game mechanics in promotional offerings and making use of our network with licensors and game brands to launch licensed and branded promotions.

All campaigns are tailor-made and adapted to the needs, targets and preferences of the customer. The process of retail activation differs between a licensed product and a Cartamundi-

In addition licensed programmes ensure high quality and engaging content and imagery, in line with consumer trends. The main challenge is the obvious one: to get all parties aligned.

With licences, work starts early. But retailers and brands are very well organised when it comes to planning activation campaigns. only product. Offering a programme based on a licence is an opportunity but also a challenge. It’s an opportunity because we can assure our retail customers of instant buy-in from consumers.

Most of all, a campaign must not infringe licensor conditions and must meet the licensor expectations as to visibility and respect for its IPs. The storyline is prediscussed and agreed upon

between the licensor and our licensing manager. Once we enter a pitch and co-create the programme with our retail customers, the approval process has to be repeated case by case. Our creative studio is in touch with the licensor and uploads the designs in the required formats. We need lots of images (and lots of approvals) to be able to make a compelling card collection. With many licences, work starts early, often a year ahead. However, retailers and brands are very well organised when it comes to planning activation campaigns. Of course, when it comes to approval,

the licensor always has the final word. By contrast, the ‘pro’ of a tailor-made programme based on generic topics of interest to the consumer is that the approach is largely down to the retailer. It is, however, an intensive process in concepting, for which Cartamundi takes on the entire project management, bearing in mind that a licence-free concept will only succeed with the consumer if the message is clear, the imagery engaging and it makes sense. With a licensed campaign there can be a number of challenges but introducing consumers to the subject matter isn’t one of them.

Elfie Knapen is VP promotional services for Cartamundi.

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Since we published our first ever Top 100 Women in Toys listing last year, we have been inundated with requests to find out when we would be running it again. Well, here it is. From managing directors, inventors and sales executives, through to PR, marketing, creatives, licensing and media specialists and retailers, our top 100 for 2015 are all inspirational and influential individuals - who just happen to be female Angela Affinita, Head of Creative & Production, Disneymedia+

Sarah Allen, Head of PR, Mattel

Sharday Awori, Account Director, Norton & Co

Nominated for her work with the Make Time to Play campaign, Affinita was praised for her dedication and attention to detail when creating the ads and idents. The Disney team worked with the BTHA to come up with new look ads last year to promote the benefits of play, as well as giving airtime to boost the campaign. She originally joined Disney in the summer of 2013, before taking on her current role in September 2014.

As well as being a popular PR in the business, Allen also represents the industry on a number of committees and panels, putting forward intelligent and inspired input. The long serving director has worked on brands including Barbie, Hot Wheels, Monster High, Fisher-Price, Thomas & Friends and Ever After High. Proactive with ideas which fit with your publication, you are also always guaranteed a fast turnaround on copy.

Since joining Norton in 2012, Awori has risen through the ranks from senior account executive to account director. Responsible for mentoring and managing her own team, she has played an integral role in leading client relationships, strategic planning and activity execution on key accounts including LEGO. Well respected and popular, Awori has a professional, honest and straightforward approach to PR.

Christine Baxter, Exhibition & Special Events Manager, BTHA

Rosie Bayles, Director of Media & Licensing, Bandai

Nicola Bergot, Commercial Director, Flair

Described as the ‘lynchpin’ of the Toy Fair office, Baxter has spent 20 years in the industry working on the annual showcase. “She is a lovely person who is totally honest, hardworking, dedicated and professional,” read her nomination. “She has wonderful people skills, is very approachable and is held in high esteem. Nothing is ever too much trouble for her.” Baxter was awarded a Golden Teddy at this year’s Toy Fair. www.toynews-online.biz

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Bayles has been one of Bandai UK’s key personnel for more than 20 years. Having headed up the marketing team until 2008, Bayles then moved to her current role of director of media and licensing. In this role, she is responsible for overseeing new opportunities for partnerships with media partners and licensors. As well as being a key member of the Bandai team, Bayles has also been a committee member for the BTHA.

Bergot has vast experience in sales garnered from 12 years at LEGO before joining Flair not long after it started in 2000. As the firm grew rapidly, as did Bergot’s reputation for commercial nous as sales director, coupled with making sure the customers’ needs were met. She was promoted to commercial director in 2013, with her energy and efficiency having been behind some of the most successful toy launches of the last 15 years.

Sue Barratt, UK sales, Melissa & Doug

Barratt has worked in the toy trade for over 20 years, including high profile roles as general manager of Mega Brands and UK general manager of Meccano - a role she held until December 2013. Well respected and liked across the business, Barratt now looks after all of the major UK accounts for US brand Melissa & Doug - their sole employee outside of America. Prior to her toy career, she was a nurse at the John Radcliffe Hospital. Lianne Bertelli, Founder, Bertelli Comms Celebrating five years in the business this year, Bertelli has grown her communications company from scratch, working with several high profile toy companies and some new additions which are soon to be announced. Her client roster includes Sambro – which has seen a significant uplift in its media profile – Maps Toys, Brainstorm and new client Global Solutions for Clothing, as well as having several nursery clients in its portfolio.

Michele Bates, MD, Evolution PR

“Michele is an integral part of the industry PR to many, works hard to promote the industry generally and has, since the middle of 2014, given her and her teams’ time, pro bono to help promote the work of the Toy Trust,” read one of her nominations. Bates began Evolution PR in 2004 and since then it has gone from strength to strength, working with many top toy, licensing and nursery companies. One of the most trusted PRs in the business. Trudi Bishop, Head of Marketing & Licensing, Cartamundi In her second year at Cartamundi, Bishop has further developed its retail product offering. This includes the Carta Magic line, Pitch Black playing cards, continuing tie-ins with entertainment brands and the expansion of the Shuffle range. She works across the full product range and sales channels, bringing extensive experience in product marketing in the UK, EMEA and Australasian markets from previous roles. May 19

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Caroline Brotherton, Director, H Grossman

Brotherton has worked for H Grossman for around 18 years and, according to the person who nominated her, deserves to be made a Dame. She has been instrumental in turning a toy company that dealt with wholesale only into a leading brand which attracts great licences and has become Scotland’s biggest toy firm. She has formidable skills in marketing and admin, and is very much the anchor to managing director and owner - Martin Grossman.

Ali Brown, Marketing Manager, Orchard Toys

Lauren Byrne, Senior Brand Manager, TOMY

Brown joined Orchard Toys in February 2013, arriving with a wealth of experience having worked with business-to-business and business-to-consumer clients. Her previous roles include working in the marketing department at Virgin Money, as well as working on the Disney Ice account while at Fox Murphy. Recent Orchard products Brown has worked on include Match and Spell, What do I do?, Pizza, Pizza and Big Number JIgsaw among others.

During her time at Tomy, Byrne has driven the development of key global brands providing clear direction and reason for being. She brings fantastic creativity and strong business acumen to her brands, and is passionate and enthusiastic, which is seen in the work she has produced. When not working on driving the business, Byrne has taken the position of head of Tomy’s social committee, which is a true reflection of her upbeat personality.

Rebecca Clark, Brand Manager, Toys, Re:creation

Lauren Coombs, Head of AV Engagement, Generation Media

Cavanagh has extensive experience in trade marketing and business management in both the UK and international markets. She joined Hasbro in February 2012, prior to which she was the senior marketing manager at Casio UK. She has also held positions with Epson, Samsung and Olympus. Cavanagh studied BA Hons Law and Sociology at the University of Warwick before going on to do an MA in Marketing.

With five years’ experience in the industry, Clark has unstoppable energy for toys. It’s a good thing as she is responsible for key toy brands in Re:creation’s portfolio including LEGO Lights. Last year, Clark was responsible for the launch of the sell out plush success story Stretchkins, which was highlighted by NPD as the best new nonlicensed plush launch in 2014. This year, she has been tasked with launching four new brands.

Associate director and head of AV engagement at Generation Media, Coombs’ career has been focused on the strategic planning and implementation of campaigns across the toys and games space in the UK and ROI markets. Her experience and enthusiasm for media and the toy market shines through in her work, and she demonstrates an abundance of energy and enthusiasm to every task she undertakes.

Nancy Davies, Sales Director, Interplay

Marian Davis, Marketing Manager, MGA & Zapf Creation

Tracey Devine, European Marketing & Licensing Director, KD UK

“One of the loveliest, smiliest and hardworking women in the industry, Nancy has been integral in the success of Interplay. Her dedication and passion for her ranges never falters,” commented one exec who put her forward for the listing. Davies has been in her role at Interplay for over ten years, helping to grow sales substantially. Launching the firm into the international market has been one of her most significant achievements.

A leading figure in the industry, Davis has worked in the toy and licensing sectors since 1991. Past achievements include successfully relaunching the Maclaren brand in 2001 and achieving 22 per cent annual sales growth as marketing manager for Barbie at Mattel. At Zapf, she has maintained market positions for Baby Annabell and Baby Born, as well as enjoying success with new launches including Moxie Girls and Lalaloopsy.

Devine has played an essential part in leading the KD UK team and her involvement in marketing, licensing and sales has been critical in getting the company to where it is today. Always positive, she brings life to the office say her colleagues. She has built fantastic relationships with both internal and external stakeholders including KD Group’s worldwide employees, retailers and licensors. A true toy industry star.

Nieve Cavanagh, Marketing Manager, Hasbro

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Frances Cain, Owner of A Girl For All Time and WIT UK Chair Among her many notable accolades, Cain is the owner of an internationally successful brand – A Girl For All Time – and is also the UK Chair for the Women in Toys organisation. Cain has been praised for countering the gender neutral debate with a range which actively seeks out to prove that being feminine and being intelligent are not mutually exclusive. A pleasure to work with, especially when she is so passionate about the integrity and quality of her product. Robyn Cowling, Licensing Director, Underground Toys A popular figure in the toy and licensing industries, Cowling has been with Underground Toys from the very start and is described as a ‘big cog in the Underground Toys wheel’. As licensing director, she is responsible for getting the firm exciting new licensing deals. Cowling also heads up the product development team, who are busy working on new lines, as well as the expansion into new categories like homewares in the US. Sabine Dix, National Account Manager, Trends UK Dix has held influential sales roles at companies including Spin Master, Tomy, MGA and currently at Trends UK for the past two years. Colleagues mentioned her cheerful outlook, enthusiasm for products and her ability to get positive results. Her communication is impeccable, her product knowledge outstanding and she provides fantastic service for both customers and business partners, according to her nominator.

Sally Carnall, Marketing Manager, Epoch

Carnall joined Epoch making toys in November 2013, boasting marketing experience from outside the industry combined with two degrees in international business. Quickly making her mark on the company, Carnall has successfully implemented global strategies for the UK market, including a rebrand of Sylvanian Families across all marketing materials, plus new TV, PR and social media campaigns. She also featured in our 30 Under 30 listing earlier this year. Natasha Crookes, Director of Comms, BTHA Crookes has been a key driver at the BTHA throughout her career in the industry from 2002. She tackles all issues on behalf of the membership with creativity, great skill and enthusiasm, and is a superb ambassador when it comes to Government relations and in the wider media. In addition to her role at the BTHA, Crookes is also currently co-chair of the Toy Industries of Europe’s Communications committee. Alison Downie, Senior Licensing & Brand Dev Manager, Golden Bear Downie’s nominator said that she ‘impresses me each day with her knowledge of our ever changing industry. For me, she is someone to aspire to and provides me with continued support in all areas of my role’. Downie not only works tirelessly on the licensing side, but can also be seen at all trade fairs, setting up and breaking down. She also oversees GB’s development in Hong Kong, making the trip four times a year. www.toynews-online.biz

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Emma Eden, Marketing Manager, Spin Master

Eden joined Spin Master in May 2010 as brand manager, before taking on the role of marketing manager in December 2013. She currently manages some of the company’s biggest brands including Meccano, preschool hit Paw Patrol and RC brand Air Hogs. Prior to Spin Master, Eden was at VTech, first as trade marketing executive and then marketing manager. Before this, she worked on the Sea Life brand at Merlin Entertainments. Sharon Fosbery, Marketing Manager, University Games Fosbery joined University Games three years ago and has been instrumental in the growth the firm has seen in that time. In fact, its US arm gave her a special award to honour her outstanding contribution to the business in 2014. A stickler for detail, she leaves no stone unturned to ensure the business has all information required to support its retailers. As UG moves into arts and crafts, her work on the launch plan is starting to reap benefits. Gemma Gallagher, Director, Toytesters.tv

It’s been a busy past 12 months for Gallagher and Toytesters.tv. The firm has been putting plans in place for its UK tour, as well as launching a news show for children all about toys. A major development is a new toy awards ceremony being planned for later on this year, while the brand also has 20,000 children following it on its new social media platform. This year, it’s all about connecting toys with consumers and growing the brand. www.toynews-online.biz

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Kathryn Elliott (Ludlam), Brand Manager, Character Options Ludlam has been with Character Options for six years and is a most valued member of the marketing team. She knows her brands inside out and applies great attention to detail in creating rounded marketing campaigns. Brands in her portfolio include Chillfactor, Little Live Pets and Ugglys Pet Shop, bringing them all to market from a standing start. Most of all, her likable, sunny disposition is infectious making her a pleasure to work with. Caroline Fosbury, Founder, Fosbury PR

This year marked Fosbury’s 25th Toy Fair. She has represented many of the top firms at the show over the years, including Hasbro and Tyco and more recently Mega Brands and Worlds Apart. This past year has probably been the most successful to date PR wise. Having sold the majority of her business, Fosbury worked with Spin Master to support the launch of Meccano, with six national daily press interviews lined up for CEO Ben Varadi. AnnMarie Garrett, Buying Controller, Smyths Garrett was praised by a number of execs for doing an ‘absolutely sterling job which is really moving Smyths forward’. One of her nominators said that she was the type of lady who ‘just gets on with it’ without fuss and attention. Very dedicated and hardworking, several suppliers were keen to recognise what a great job she does. Garrett accepted Smyths’ award for Overall Toy Retailer of the Year at this year’s Toy Industry Awards.

Vicki Elmer, Product Manager, Bandai

Bandai’s product manager and media planner, Elmer has a wealth of experience in the toy and licensing industries. Prior to joining Bandai in 2010, she spent four years at Corinthian as the marketing manager for In My Pocket, while she has also worked on pre-school brands Muffin the Mule and Thomas & Friends. Recent focuses at Bandai have been on the Power Rangers series, along with the likes of Big Hero 6, Bandai, Monchhichi, Tamagotchi Friends and Sprukits. Tina-Louise Foster, Senior Director Int. Licensing, MGA Over the past 12 months, Foster has been working on expansion in the UK and EMEA for MGA’s brands. She has put in place international promotional partnerships for Lalaloopsy with Burger King and BuildA-Bear. In addition, she has been working on the expansion of Little Tikes with a DTR deal with Asda into nursery, apparel and stationery. Prior to MGA, Foster was head of EMEA licensing and promotions at DreamWorks Animation. Andrea Gornall, Senior Buyer, Shop Direct

Gornall received a number of plaudits. She has been at the forefront of the toy department as Shop Direct has transformed from a traditional catalogue business to a leading online digital retailer. Described as passionate and enthusiastic, Gornall has also recently taken the lead working with licensors and developing relationships to help expand the retailer’s licensed ranges outside toys and into apparel, gifts and DVD among other areas.

Katy Fletcher, Brand Manager, Re:creation

With almost 15 years’ experience in the toy industry, Fletcher has vast knowledge of her subject. Starting her toy career at VTech, she is now brand manager for outdoor toys at Re:creation. Her passion for outdoor products has seen the Razor brand deliver some incredible results, including 14 per cent growth in the past year. 2015 will see Crazy Cart joined by the Lil’ Crazy, while Razor Junior introduces the Mini Mod for the pre-school sector. Naomi Fowler, Finance Manager, Re:creation

Having spent over seven years at the helm of the Re:creation finance department, Fowler has been instrumental in helping it deliver strong growth and was key in its restructure a few years ago. She is well respected in the firm for her business acumen, as well as her ability to roll up her sleeves and get stuck in. When she doesn’t have her nose in numbers, Fowler will often be found manning events of all kinds for the firm. Helen Gourley, Owner, Toy Hub

For the last five years, Gourley has co-managed the successful indie, multichannel toy store Toy Hub in Dunblane, Scotland. She is an active member of our Retail Advisory Board, never short of insight into High Street and toy industry trends. She is also an eminent member of her local chamber of commerce, in a role that has seen her having to herd live reindeer for local Christmas scenes on more than one occasion.

Lucie Follett, Creative Director, Arklu

Follett was a complete newcomer to the toy industry when Arklu was formed in December 2010. Having enjoyed success with the Princess Catherine engagement and Royal Wedding dolls, the idea for Lottie - a doll which is based on a child - was next up. Just over two years later, Lottie has won 21 international awards, including five of the coveted Platinum Oppenheim Best Toy Awards, and is on sale in over 30 countries. Fiona Fraser Bell, Sales & Marketing Director, Accentuate Despite having no previous experience in the toy space, Fraser Bell (along with her brother Graeme) threw herself into the launch of Accentuate, embracing every opportunity that came her way. From doorstepping John Lewis (and succeeding in getting the game onto shelves in time for Christmas), to manning stands at trade and consumer events, she has immersed herself in the task of getting Accentuate into people’s hands. Kay Green, UK Marketing Director, Hasbro

Green took on her current role at Hasbro in August 2011. Prior to this, she had headed up the toy giant’s European marketing team. Recent successes for Green and her team include the high profile campaign behind Transformers: Age of Extinction, plus continued work on top brands such as Monopoly, My Little Pony and Nerf. Green has been championed for ‘bringing an element of fun to everything she does’. May 21

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Amanda Gummer, Director, Good Toy Guide It would be difficult to find someone more dedicated to the UK toy industry than Dr Gummer, according to her nominator. She is passionate about the importance of toys and play in a child’s life and regularly appears on TV, radio and in the print media championing the toy industry. She is described as the heart and soul of Fundamentally Children and Good Toy Guide, having taken it from a concept through to the thriving business it is today. Sally Hunter, National Account Manager, VTech Hunter started in the toy industry working for her dad’s company - Hunter Toys - before moving to Peterkin and then on to VTech in 2008. Over the past seven years, she has worked on and developed many accounts, buying groups and agents, boasting vast experience with all channels from grocers, variety stores and toy specialists, through to FOB business. The life and soul of any function, Hunter is well liked and respected. Charlotte Le Rougetel, Founder, Circus

The PR agency ‘face’ of Toy Fair, The Gadget Show and Dream Toys for a number of years, last year saw Le Rougetel take the step to set up her own business. Already boasting Strider UK among her clients, her knowledge and no nonsense approach to PR has been praised as being of great value to the toy industry. Modern ideas alongside sensible budget planning and an approachable manner make her very easy to work with. 22 May

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Hayley HanwellHolland, Export Manager, John Crane Hanwell-Holland looks after the entire export department at John Crane with her responsibility ranging from finding agents and distributors in the main countries of the world, to pricing, costing, understanding market drivers and the actual contct with the agents’ offices. She also assists in many other areas of the business from HR to organising events, all with a smile and a joke ... even when it comes to putting up with MD Jonathan Thorpe... Majen Immink, Head of Toy Fair Operations & Sales, BTHA Immink has been described as ‘like a swan’ during her first Toy Fair in charge this year. “She kept her cool during an incredibly stressful few days and made Toy Fair a pleasure to be part of,” said one exec. On top of the usual show stress, Immink also had to deal with the 2016 date issue, which she did in a cool, calm and professional way. Creative, organised and thinks strategically and skilfully on all matters, Toy Fair is in safe hands. Ruth Leonard, Director of Marketing & New Business Development, Carte Blanche Leonard has been in the licensing and toy industry since 2003. She has worked across a wide portfolio of brands including Disney, WWE, Marvel and more recently Moshi Monsters. In the last 12 months, she has been responsible for the marketing and development of the Me to You, as well as developing the licensing-in portfolio for Carte Blanche. She has secured deals with Syco, BBC Worldwide and Saban Brands among others.

Lindsay Hardy, Marketing Director, Trends UK Hardy has been a leading figure in the toy business for many years. She has played a key part in launching huge brands into the UK and was part of the core team that set up Flair and turned it into a major success. Now part of the Trends UK team, Hardy’s experience in the business is a big benefit, supporting the growing company. She is also one of the loveliest people you could wish to meet, delightful to work with and inspiring people to achieve the best they can. Claire Johnston, Head of Marketing, Learning Resources Johnston joined Learning Resources in 2014 and has made an immediate impact initiating strong communications and encouraging staff into specialist roles. A consummate networker, Johnston is on the BTHA committees for PR and Toy Fair. Passionate about education and community, she is also a school governor, business mentor, fete organiser and regularly participates in charity events. Busy lady. Gemma Lewington, Marketing Manager, Mookie Lewington joined Mookie in August 2014 to oversee and run all of the firm’s marketing campaigns. Since her arrival, she has launched TP Toys first ever TV campaign, as well as showcasing the future of the firm with an impressive Toy Fair stand. This year will see Lewington launch Pebli Town, Story Stars, Fluffimals and 3D Maker, with her putting together Mookie’s biggest ever marketing campaign in company history.

Wendy Hill, Director of Brand Activation, Mattel Hill has played a major role in the toy industry since she started at Mattel over a decade ago. She has risen up through the ranks, working on Fisher-Price and Hot Wheels brands, and has reached her current position through her strong vision, tireless drive and can-do attitude. Recent successes include the Fisher-Price Discover Your Way campaign and a high profile partnership with The Daily Mail for Scrabble. Hill is certainly an incredible ambassador for Mattel. Susan Journeaux, Marketing Services Manager, Flair Journeaux came from a retail and marketing background when she joined Flair in 2003. She has developed her skills in a number of areas and is an acknowledged guru in many. If anyone needs practical help or advice on exhibitions, POS, websites, catalogue and advertising design, showroom displays and graphics, Journeaux can organise anything, anywhere and probably get it cheaper, too. A born multi-tasker. Michelle Lilley, Marketing Manager, Little Tikes Directing high impact campaigns, Lilley’s tenacity is widely recognised by the industry and media contacts alike. She had only been at the firm for a matter of months when she managed to get a Cozy Coupe on BBC Breakfast during Toy Fair. Forging relationships with brands such as Butlins and getting Little Tikes into several of its biggest UK resorts with Tikes Towns, shows Lilley really makes big ideas come to life for her brand.

Kristina Holden, Operations Director, Kidicraft Holden has very recently been promoted to operations director at Kidicraft, focusing on customer service and supply. Boss Roy Greenwood commented: “Kristina has made a fundamental contribution to the business and this appointment is just one of the steps in our continued growth plans.” Holden - who worked on the expansion of the Primo range - added: “I am very much looking forward to helping to drive the business forward.” Aoife Lawler, Founder, Irish Fairy Door Company One half of relative newcomer to the toy industry, The Irish Fairy Door Company, Lawler launched the business with childhood friend Niamh Sherwin-Barry (more on her later) 18 months ago. The duo have already sold more than 150,000 fairy doors globally and built up a strong social media following and fan base. Lawler is the ‘creative one’, coming up with the stories and play ideas which are delivered weekly to fairy door owners. Gillian Logan, Founder, Skinny Sketcher

Logan is an architect and the creator of Skinny Sketcher, a sketching and colouring activity, designed especially for budding architects. Logan travelled from Glasgow to last year’s Inventors Workshop where she teamed with Asobi to design a whole Skinny Sketcher range, which was unveiled at London Toy Fair earlier this year. The collection is on track to hit retail shelves in May, thrusting the entrepreneur into the industry spotlight. www.toynews-online.biz

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Kirsty Mackenzie, Marketing Manager, Flair Mackenzie has made a major contribution to Flair’s success in pre-school, creative play and now girls brands since joining the company in 2010. Prior to this, she held roles at Vivid and Woolworths in the entertainment merchandise area. Quietly determined, astonishingly well organised and totally focused on what needs doing, Mackenzie is calm and collected under pressure, and highly valued by her colleagues, both old and new. Rena Nathanson, CEO, Bananagrams

Emily Maclennan, Category Director, Worlds Apart Passion, unbridled enthusiasm and an incredible commitment to get the job done are just some of the attributes Maclennan shows as category director, responsible for new product launches. Her ability to present, influence and win support from colleagues, retailers and licensors alike is absolutely proven, together with her remarkable capacity for managing multiple projects at once - all with two active under ten year olds. Christine Nicholls, Vice Chairman, Golden Bear

Since Nathanson brought Bananagrams to market in 2006, she has seen it go from strength to strength. It has sold more than 6.5 million games in 31 different countries, with the stable now including five tabletop games, two Jumbo versions plus foreign language editions. She has overseen the Collins Little Book of Bananagrams, partnered with the BAFTA Children’s Awards and launched a tournament for primary schools.

Described by one exec as a ‘stand out lady in the toy business’, Nicholls began her career with Chad Valley before co-founding Golden Bear with John Hales in 1979. Over the years she has held various positions with several toy organisations and was also the first female chair of the BTHA. One of the most respected execs in the toy business and a definite role model. One exec commented: “Christine always makes time for you.”

Foye Pascoe, General Manager UK & Ireland, Hasbro

Alicia Peyrano, Founder, Little Citizens Boutique

Pascoe became Hasbro’s general manager, UK and Ireland in 2010, going on to also add Nordic and Benelux to her remit. As well as running Hasbro, she has also been an amazing leader as Chair of the Toy Trust. She has worked to highlight where the funds go and expanded the events so more of the industry can get involved (even the less sporty ones). “She always makes time to listen and give sage advice,” offered one exec.

Peyrano opened Little Citizens Boutique just over two years ago, specialising in bringing unique toys from around the world to children everywhere. She says it is not just a store, it’s also a celebration of play and storytelling. Peyrano works hard to offer customers personalised recommendations. This year is set to be a busy one, as Peyrano has been accepted into a business accelerator programme in Northern Ireland.

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Hayley Macleod, UK Retail Sales Manager, Cartamundi Macleod began an eventful year at Cartamundi with a much deserved promotion from national account manager to UK retail sales manager. She has played a major role in the successful launch and continuing expansion of the Shuffle range, which now boasts 18 games with more on the way. Macleod offers a strong background in sales, with previous roles including international sales manager for Flair and national account manager at Vivid Imaginations.

Nicola Mellor, Brand Manager, MGA

Having proved herself in the role of assistant brand manager on Little Tikes – playing a pivotal role in making it the number one UK toy brand in 2014 – Mellor was promoted to brand manager for MGA Entertainment’s new girls property. With the launch planned for later on this year, she is currently busy finetuning the marketing strategy. She joined the toy industry from Merit LILIN UK in May 2013 and is described as a rising star and certainly one to watch.

Franka Mulgirigama, National Account Manager, Mattel UK Now managing the Toys R Us, Smyths and The Entertainer accounts at Mattel, Mulgirigama started her toy industry career at Hasbro in 2001. She spent five years with the company before moving on to Mega Brands in December 2006, where she handled a number of different ranges including the iconic pre-school building block range, Mega Bloks. She moved over to Mattel following on from its acquisition of the firm in February 2014.

Holly Oldham, Head of Licensing EMEA, Rubie’s

Linda Osbourne, Founder, KidzKreations

Emma Owen, PR & Promotions Manager, LEGO UK

A popular executive in the toy, fancy dress and licensing industries, Oldham works with Rubie’s extensive portfolio of licensed character dress up. Over the past year, she has been focused on driving the success of Disney lines - with a particular emphasis on Frozen - as well as Teenage Mutant Ninja Turtles among others. Continuing to build Rubie’s presence in the industry, an international growth focus for the business is next up.

Having taken KidzKreations through its tenth successful year, Osbourne has now expanded across the pond. Her nominator commented: “There really is no stopping the drive and passion that makes KidzKreations one of the unsung heroes in the industry.” Osbourne has been in the toy industry for over 30 years, beginning at Mothercare before enjoying stints at firms including Golden Bear. Professional and hardworking.

Owen has been in her current role at LEGO UK for over five years, and has some notable successes under her belt. These include the 12 metre high LEGO Christmas Tree at St Pancras Station, the LEGO Dress for London Fashion Week, a walk-through snow globe, a LEGO Santa and nine reindeer, plus, of course, the PR campaign surrounding The LEGO Movie. Prior to this role, Owen managed the PR for LEGOLAND.

Wendy Phillips, Founder, Toy Safety Experts Phillips is an extremely well respected expert in the toy safety field, as well as taking on the Convenorship of the European Working Group for Mechanical and Physical Properties of Toys. Phillips has been very proactive on the Committee (CW/15) for many years and has made a significant contribution to the field of toy safety. She also took time out last year to educate delegates at our Inventors Workshop in toy safety legislation.

Ying Pickavance, Senior Category Manager, Hy-Pro Pickavance joined Hy-Pro in 2010 as product manager to develop the wheeled brand Zinc. Responsible for sourcing, product development and marketing, she has helped Zinc grow into a leading brand which now has distribution around the world. Her colleagues say that she is a team player, great fun to work with and always goes the extra mile in everything she does, is constantly in demand and copes well under pressure.

Katherine Pierce, Senior Marketing Manager, Jumbo Games Pierce has been working for Jumbo Games since 2011 and has over 16 years’ global brand and product management experience. During her time at the firm, she has successfully secured a wealth of licences including DC Comics, Looney Tunes, Furchester Hotel, Game of Thrones and Thunderbirds among others. She is currently spearheading the quirky General Election campaign with Wasgij puzzles and Dave Wasgij. May 23

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Sally Plumridge, International Marketing Director, LeapFrog “The list would not be complete without Sally – one of the toy industry’s most experienced, talented and well respected marketeers,” said one of the execs who put Plumridge forward for the listing. She certainly boasts a wealth of experience gained from senior management positions held at companies such as Mattel and Tomy Europe. At LeapFrog, she is responsible for international marketing and product, heading up a team of six people.

Pope has worked in the toy business for 30 years and holds remarkable respect among her peers. She was responsible for the success enjoyed by Early Learning Centre in the 1980s and 1990s as lead buying manager, and was one of the first in the industry to look for exclusive only products and Anglo-cise them for the UK market. Pope has also had her own consultancy and marketing business, and enjoyed over seven years in product development at Trends UK.

Last year’s ToyNews Woman of the Year, Quilter again received many plaudits for her inclusion in this year’s listing, too. “She really is an inspiration to all, with her fantastic attitude and determination. She is a credit to all women out there,” read just one of the nominations. Quilter’s advice last year to ladies just starting out on their career was: “Work hard, be passionate, learn your trade and everything is possible. It’s great for women to be recognised in business.”

Ramdhian joined Flair seven years ago from the nursery industry. She has played a pivotal role within the Flair sales team and has handled a number of its major national accounts during her career. Having worked with Tesco for many years, the grocer rewarded Ramdhian last year with a personal award for Online Focused Account Manager. Hardworking, passionate, organised and diligent, Ramdhian is described as a real delight to work with, by Flair and her customers.

Alex Ratchford, General Sales Manager, MGA

Julie Reynolds, Administrator, Flair

Charlotte Roberts, Administrator, plaY-room

Maxine Rushton, General Sales Manager, MGA

Frederica Scott Vollrath, Marketing Director, Oxford Games

Ratchford has been in the toy industry for 25 years. During that time, she has built a great reputation as someone who is always prepared, a strong but fair negotiator, organised, thorough and, most importantly, someone who works jointly with retailers to develop joint business plans. She never walks away from problems, not being satisfied until any issue is resolved. Committed, dedicated and honest, said her nominator.

Prior to joining Flair, Reynolds worked for a number of years at Tomy so has a good solid background of knowing how toy companies operate and need to be organised. She is described as “a lovely lady, willing to help anyone with anything and deals with consumer calls and customers a like. She is completely unflappable and always has a cheery smile.” One of Flair’s unsung heroes, Reynolds is very appreciated in the team.

Rushton joined MGA Entertainment as general sales manager in June 2014. She previously worked at Fogarty Filled Products, where she focused on the consumer goods and grocer channels. Before moving into the toy sector, Rushton held roles at companies including Chitech Industries, Raleigh UK, 20th Century Fox, Budweiser and Coca Cola. She will also be taking part in the Big Thames Challenge for the Toy Trust.

Scott Vollrath is an award winning designer and is responsible for developing and licensing Jungoeira, a game she co-designed with two fellow graduates of University College Falmouth. During the past year, as well as re-publishing several Oxford Games’ classics, Scott Vollrath has designed the firm’s website and online shop and created Oxford Games’ first podcast from a recording of Ex Libris - Live on Stage.

“I nominate Julie for an amazing career in the industry, for being consistently upbeat, hardworking and passionate about her clients and the industry, and for being a top supporter of other women in the industry,” said her nominator. The past year has seen Pittilla do some great work on Loom Twister for H Grossman, which helped get the product everywhere and also resulted in a TRA award at this year’s Toy Fair.

Leslie Scott, Founder, Oxford Games

Lin Sherlock, AVP Buying, TK Maxx

Scott has devised and published over 40 board games, but is probably best known as the inventor of Jenga, the game she launched at London Toy Fair back in 1983. The founder of Oxford Games, and the author of About Jenga: The Remarkable Business of Creating a Game that Became a Household Name, Scott spends several months a year in East Africa where she was born and raised. (Photo credit: Sue Macpherson ARPS)

“I find Lin straightforward and honest which makes day to day dealing a pleasure,” read one of her nominations. “Her vast experience and development knowledge has helped me better understand the manufacturing process.” Said another nomination: “She has always been one of the fairest buyers/ buying managers and always gives you a chance. Good, fair and honest great qualities.”

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Susan Pope, Founder, Product Matters

Roberts has worked for Associated Independent Stores in various roles, including PA and company secretary, for nearly 20 years. She has a no nonsense approach, yet puts both members and suppliers at ease with her cheerful personality. Roberts is well respected by others in the industry even though she often has to keep them in check. She consistently exceeds expectations and deserves recogition, say colleagues. Niamh SherwinBarry, Irish Fairy Door Company Sherwin-Barry is the other half of The Irish Fairy Door Company, together with Aoife Lawler (see page 22). The ‘voice’ of the brand, Sherwin-Barry is completely connected to the brand and products - “I don’t think passionate even covers it!” said her nominator. As well as being hardworking and dedicated, both ladies are hilarious, down to earth and a joy to work with. Their energy and enthusiasm for the magic the doors can bring is infectious.

Gerbie Quilter, Sales Director, Vivid

Mamta Singhal, EUROMEA Project Quality Engineer, Mattel An engineer, inventor and charismatic business woman, Singhal is not one to be afraid of a challenge. She joined Mattel in 2013 and covers Europe, the Middle East, Africa and Russia and reports into the LA head office. In 2007, Singhal was a finalist for UK Young Women Engineer of the Year and for the last three years has been the global judge for Institution of Engineering and Technology’s Innovation Awards.

Helen Ramdhian, Senior NAM, Flair

Lesley Singleton, MD, Playtime PR

She ends her Twitter bio with ‘like to be busy, innit’, which is something of an understatement as she currently works with Flying Gadgets, Bananagrams, Big Potato, Accentuate Games, Sbyke and The Irish Fairy Door Company, as well as being a co-founder of Board Game Club and lending her time to the Outdoor Playtime Awards. Each client benefits from energy and enthusiasm by the bucket load. ‘An all round go to girl’ said one nomination. www.toynews-online.biz

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Andrea Smith, Brand Manager, Hasbro

Rebecca Snell, Head of Marketing, LEGO UK

Smith is the only lady on this list to have made the move from condoms to toys. Before moving into the industry, Smith worked at SSL International in several roles including customer marketing executive and global brand manager for Durex. She joined Character Options in 2011 as brand manager, working on the likes of The Zelfs, Teksta and Disney Anipets, before making the move to Hasbro in August 2014 where she looks after the Nerf property.

Snell helped to make 2014 the ‘Year of LEGO’, with highlights including the incredible success of The LEGO Movie and the continued triumph of the Minifigures. This year is likely to be no less busy, what with the launch of LEGO’s first foray into the toys-to-life category in LEGO Dimensions as well as the relaunch of Bionicle, new product waves and whatever the firm has up its sleeve for this year’s Star Wars: The Force Awakens blockbuster.

Mandy Victory, Business Development Manager, Flair

Linzi Walker, Trading Manager, Toys & Nursery, Argos

Victory has been a part of the toy industry for around 15 years, and for the past five years has been a key member of the Flair sales team. Promoted to business development manager 18 months ago, Victory now heads up a team of three handling and overseeing many of Flair’s major accounts. Driven, tenacious, resilient and a pleasure to work with, Victory looks after her team and her accounts with equal passion. Karen Wood, MD, Strider Bikes UK

Wood started retailing Strider balance bikes and products in 2010. As the mother of two young Strider riders, she quickly made a name for herself by offering honest and sensible advice to parents looking to help their young children find the best way to ride on two wheels. “She is full of amazing, creative ideas and I’ve never seen anyone with such belief in her brand and its impact on kids and their lives,” said one nominator. www.toynews-online.biz

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Walker kicked off her ten-year tenure at Argos back in 2005, joining as senior buyer. She has since held various high profile positions with the multi-channel retailer, including home strategic development manager and trading manager of core electricals. She took on her current role of trading manager for toys and nursery a year ago. Walker is also a member of our Retail Advisory Board, offering incisive opinion. Mary Wood, Marketing Director, Vivid

Having held roles at Mattel, Zapf and HTI prior to Vivid, Wood has a wealth of toy industry experience. One nomination for her read: “She continues to inspire those around her and her drive and determination often in the face of adversity continues to be a truly admirable quality. She also always has time to compliment, praise and lift her team and suppliers during the toughest times, thus developing a trusted and nurtured team.”

Judith Stark, MD, Halilit

This year, Halilit celebrates 50 years in business, and marked 30 years of exhibiting at Toy Fair. Stark joined the company (started by her father) in her 20s, and it continues to grow with her as MD. She is passionate about toys and their play value, and has a great eye for spotting winning ranges to distribute in the UK, such as Imaginabox and the Battat range. She enjoys longstanding relationships with buyers from large and small retailers. Jenny Watson, Global Marketing Director, HTI Watson joined HTI as global marketing director in January 2015. Arriving from Mattel (where she was marketing director for the UK and Ireland), her new role sees Watson responsible for global marketing activity, as well as overseeing the brand team, marketing communications, design, purchasing and licensing functions. Prior to joining Mattel, Watson held marketing roles at Pepsico UK and Mars. Fiona Wright, UK General Manager, LEGO

Wright has been in her current role at LEGO since January 1st 2013 and is responsible for the total sales function in the UK and Ireland (which accounts for some of the group’s largest customer base and global retail turnover). Wright has worked at LEGO since 2000, when she joined as brand director for Europe North. She also enjoyed spells as national account director, marketing director and head of sales. Hugely inspirational.

Jacqueline Taylor-Foo, UK Sales Director, Spin Master Taylor-Foo started her sales career at BMW/Rover, Coca Cola and L’Oreal, before joining the toy industry in 2001 at Mattel. She then moved to Zapf Creations, before joining Spin Master in 2006 in her current role. A driven and motivational team leader, Taylor-Foo has excellent sales and negotiation skills, ensuring that Spin Master’s brands such as Flutterbye, Meccano and the successful Paw Patrol are always at the front of retailers’ priorities. Emma Weber, Licensing Director, Vivid

Weber joined Vivid in 2003 as licensing and marketing director, which saw her oversee the licensing, marketing and packaging functions across the company’s portfolio. During her tenure at the firm, she has overseen successful brand campaigns such as Bratz, Fifi and the Flowertots, Roary the Racing Car, Moshi Monsters, One Direction and Union J dolls. Part of her focus this year will be on the new-look Thunderbirds Are Go line. Rachael Wyatt, Coiledspring Games

Wyatt “has that rare ability to combine a flexible, creative mind with application and focus to ensure whatever she’s working on is delivered to the very highest standards,” read one nomination. The popular exec’s responsibilities have expanded recently to include managing Coiledspring’s sales team and network of agents, which she has taken in her stride, and she is hugely dedicated to the company.

Alice Taylor, CEO, Makie Lab

Taylor founded Makielab in March 2011, after 16 years building multi-award winning digital products, mainly for children and teens. Last year she picked up the Rising Star accolade at the TAGIES during CHITAG, with Makielab continuing to be at the forefront of the 3D printing trend. She was described as “an inspiring, inexhaustible innovator in toys and has many other wonderful qualities not limited to those beginning with the letter ‘i’.” Nina Windheuser, Founder, Trade Toys/ Toy Central Windheuser has started two companies in the toy business in the last two years. The first, Trade Toys, is an authorised distributor for Viga Wooden Toys in the UK and Europe, while Toy Central specialises in a vast range of licensed lines. As well as this, she is also now working on an e-marketing course online to enable her to improve her social media knowledge and online marketing skills. All this, and she’s also a mother to a three and a ten year old. Lucy Wynn Jones, Head of Licensing, Worlds Apart Wynn Jones has been responsible for developing and growing Worlds Apart’s UK and international licensing programme over the past 15 years. Her success is attributed to both the strong relationships she has built with all the key licensors, together with an enviable knowledge of both marketing and manufacture in the toy industry. She also chairs a licensing syndicate formed of key personnel in the licensing industry. May 25

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MAKING THE HIGH STREET DIGITAL

Digital revolution On a High Street where Click and Collect sales are at an all time high, it’s hard to ignore the growing importance of e-commerce for today’s consumer. Robert Hutchins explores how the humble independent toy store can embrace a digital offering without selling their souls

IT’S NO SECRET that the majority of big name retailers have had a monopoly on the digital trading space for some years, now. Household name retailers such as Argos, Toys R Us and even The Entertainer have been perfectly positioned to tap into the vast wealth of online digital resources. In fact, last year saw total online sales at The Entertainer – the UK’s fastest growing family-run omnichannel toy retailer – surge by 60 per cent year on year in the five weeks leading up to December 27th. And it was no accident that the number of www.toynews-online.biz

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online sales collected in just one of the retailer’s stores alone jumped a massive 81.7 per cent, as increasingly, the digital movement has been at the forefront of the firm’s global operation. However, terms like ‘Cloud technology’, ‘Click and Collect’ and ‘omnichannel’ are beginning to infiltrate the aisles of smaller toy retailers too. I’ll admit now, half of this feature itself has been written with some kind of Smart device, then saved to the (ominously named) Cloud and ‘pinged’ to my email account. So it’s no surprise to me, that when Andy Mulcahy,

insight editor at Interactive Media in Retail Group (IMRG) talks about technology in society today, he describes us as a species that “walks around with faces stuck to mobile phones.” And it’s not just a habit restricted to train journeys. So too the High Street has become increasingly digitised, and experts now suggest that in order to make any lasting impact on today’s consumer, the High Street vendor must, as Mulcahy puts it: “become relevant to the digital age.” But how can the independent retailer make digital work for them? How important is it that they do so? And just what the hell

is an omnichannel anyway and how does it sell toys? Clare Rayner is the founder of the annual Future High Street Summit, the Retail Champion and an avid campaigner for High Street prosperity. In a position that sees her work closely with independent retailers, Rayner believes it’s through embracing the e-tailer movement that High Street stores stand the best chance of a prosperous future. “It is essential in this day and age for any serious business to have a digital presence,” she tells ToyNews. “Particularly for toy shops, where the end

users are children. After all they are the digital natives, they have never lived without access to the internet, touch screens or mobile phones. “Therefore [digital] is something that even the staunchest traditionalist will have to take full advantage of eventually, as fewer customers will engage with retailers they can’t find or interact with in the digital world.” For the major outlets, this is already a reality and IMRG’s Mulcahy notes that for the likes of Tesco and Sainsbury’s, being omnichannel has become imperative to their survival and attempts at success. May 27

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MAKING THE HIGH STREET DIGITAL

But whereas the majors have to ensure they are prevalent across all platforms from Click and Collect to Twitter, Mulcahy says that for the independent toy shop, it is gauging exactly what level of digital presence is needed that is the key to conquering this new consumer playground. “There are many various options available to independent retailers,” adds Rayner. “And it all depends on what you are trying to achieve. “As a minimum, setting up a Google listing (‘Google My Business’) is a nobrainer. It is completely free of charge and you don’t even need a website, it’s a great way to get that digital ball rolling.” When ‘going digital’, it is easy to get carried away with the various initiatives popular with the larger retailers, such as Click and Collect services. “It’s pretty much the biggest digital initiative on the High Street at the moment,” Mulcahy explains. “It’s a great thing for the customer and it’s a very useful way for the consumer to know their product is going to be in stock. “So, where competition used to be about prices, over time it has become more about digital experience and increasingly about convenience.” 28 May

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However, it does come with a warning, and for those concerned about costs, then weighing up the management of an e-commerce website against its return is an important consideration. “The tough part for a small business is that you have to do everything yourself, you are the accountant, the marketing person and the digital one, too,” says Helen Gourley, owner of Scottish independent toy retailer, Toy Hub. “We had a website designed for us and it was fabulous, but it cost us way

involved in such platforms is in their daily management and engagement with online consumers. But with every investment, you’d expect a return and when it comes to your own time, why not add some monetary value to those Facebook page likes? “Ultimately, digital needs to earn its keep, and the most obvious way to achieve that payback is by adding transaction capability,” continues Rayner. “This can be done through eBay, Amazon or Etsy, or through your own branded, ecommerce.”

Digital is essential and the physical and digital need to work together to provide the customer with the experience they need. Clare Rayner, Retail Champion

more than it brought in for us, so you do have to watch your money with that side of things, because you can waste it quite quickly.” Of course, one of the most cost effective ways to stamp your mark on the digital High Street, according to Rayner, is through social media. With the likes of Facebook, Twitter and Pinterest being the first choice for most, the greatest investment

Using the PayPal service, Luan Hall, owner of independent toy retailer Fairies n Frogs, has been selling toys through her shop’s Facebook page for the last few years, and has been truly delighted with the outcome. “It’s been working really well for us,” Hall explains. “People see our posts from all over the country, and because we don’t trade on Amazon or eBay, it has been a great alternative route to digital.”

Retail Champion Clare Rayner believes the indie scene is missing a trick by avoiding the opportunities presented by embracing digital

For Hall, online operations only currently make up around ten per cent of her store’s business, but with a new website in the pipeline, she expects this to increase over time as digital presents “a cheap alternative to advertising.” North of the border, Toy Hub’s Gourley believes that in a domain where the independent fights head to head with the major retailers, it’s indies that are better poised to win the social media battle. “With Facebook and Twitter, you can immediately put your personality across on them,” Gourley says. “People buy from people, which is hard to emulate on a website, but on social media, it is so easy to sell yourself and have a point of difference to someone like Smyths.” And it’s a sentiment Mulcahy readily supports, believing that in a space where the indie can be a lot more agile than the major, “is a hell of an opportunity for small businesses.” Ultimately though, the appeal of the indie toy

retailer is in its High Street presence, and driving footfall is the biggest concern to any retailer whiling away the quiet Tuesday afternoons with a spot of Twitter. And Rayner believes that bringing the digital in-store is the next big step for the indie scene. “Digital is essential, and the physical and digital need to work together to provide the customer with the experience they need,” she explains. “Ensuring customers can interact with product and then transact online, or buy online and collect instore, is almost the standards expected by the modern shopper, and retailers can’t afford to not to keep up with the customer’s demands.” While the High Street is evolving, it remains true that people love shopping, and as long as the independent retailer retains its uniqueness, there is a lifespan for them on the High Street. And rather than being counter-productive, digital is offering indies even more means of showcasing the many ways in which they differ from their deeppocketed competition. www.toynews-online.biz

22/04/2015 17:42

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INDIE MAP

Mapping the High Street Using Toymaster, Toy Shop UK and our own listings, we’ve pinpointed all the indie physical toy stores across the UK and Ireland. Billy Langsworthy looks at what this reveals about the health of our independent sector

I’VE NEVER felt more like Michael Fish than I have done this past month. And no, not because I wrongly warned the office of an impending hurricane, but due to the fact I’ve been navigating a map of the UK and Ireland in a bid to pinpoint all of our independent physical toy stores. Using Toy Shop UK and Toymaster’s listings, as well as our own directory of independents, we’ve marked down the physical independent stores up and down the UK. As you can see, we’ve avoided supermarkets, majors like Toys R Us and Smyths and indies with powerful chains like The Entertainer and Red5. We also avoided listing the HQs for all the onlineonly toy indies, of which there are hundreds (in fact, when looking at like Toy Shop UK’s listings, it’s close to half physical, half online). Despite not being on our map, having looked at all the digital stores across the UK, it seems the onlineonly sector seems to be able to cater to niches in a way that physical stores simply can’t afford to. 30 May

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And by niche, I’m not talking about ‘adult collectors’ or ‘action figures’ stores, but the more extreme ends of the spectrum like Thomas To You, an only store specialising in Thomas & Friends Wooden Railways, or Dress-A-Doll.co.uk, a family run business selling handmade ragdolls. That’s not say the High Street is devoid of such specialists (look at Alice’s

some are popping up or dropping off the map almost every month). Instead, we wanted to locate the hotspots for toy indie retail and find out where is starved of a local independent toy offering. Most of the UK’s major cities are packed with bricks and mortar indie talent. Just look at the likes of London, Birmingham and Bristol. The southern coast is also well stocked, with Bournemouth,

People in Scotland don’t shop in the same as in England. We don’t do towns in the same way.

Helen Gourley, Dunblane-based Toy Hub Bear Shop in Dorset, both an independent toy store and one of the UK’s only teddy bear hospitals), but it seems that catering to these niche audiences is where the UK’s online toy indie community is thriving. So, why did we avoid the majors, the chains and online-only stores? Well, we weren’t interested in finding the definitive number of toy shops in the UK (an almost impossible task considering

Portsmouth and Brighton boasting several indies each. However, Liverpool and Manchester are significantly less packed than some of their southern counterparts. Amanda Alexander, owner of Giddy Goats Toys in south Manchester has seen the area lose several independents in recent years, and believes the cause may be down to the North feeling the effects of the recession more than the South.

“In south Manchester, around seven independent toy shops have closed down in the last three years and there aren’t that many toy shops in north Manchester either,” Alexander tells ToyNews. “It’s strange because we’re no worse for major competition than anyway else in the country. Maybe the recession hit the north much harder than in other parts of the country.” The same can be said for some of Scotland’s major cities, with Glasgow and Edinburgh only boasting a cluster of independents each, while other areas like Aberdeen, Inverness and Dundee are slim when it comes to indie toy specialists. The reason, according to the owner of Dunblane-based Toy Hub Helen Gourley, may be due to shopping habits being vastly different in Scotland than in other parts of the UK and Ireland. “I’ve lived down south before and the weather here is much worse,” says Gourley. “The weather is so much better down south so you’re more likely to have a walk round the shops. Up

here, as a general rule, the weather is awful so people don’t shop in the some way. “We don’t do towns in the same way as England does. We’re one of the few independent toy shops on the central belt.” It’s worth noting however that while the likes of Carlisle, Grimsby, Newcastle and Exeter are crying out for more independent toy offerings, some of the most notable sparse areas are lacking in stores because they are National Park areas, such as the Yorkshire Dales, the Lake District and the North York Moors. While some cities still look ripe for new indie talent, Toy Shop UK’s Michael Hawkins notes that the map is a clear indication that there are plenty of stores up and down the UK and Ireland helping the toy industry to thrive. Hawkins states: “Whilst the national press is often quick to paint the independent toy trade as a declining industry, this map illustrates that there’s still a thriving independent retail scene that continues to make a hugely valuable contribution to the UK toy industry.” www.toynews-online.biz

22/04/2015 18:29

INDIE MAP

Each red dot represents a physical independent toy store, as taken from ToyNews, ToyShop UK and Toymaster listings.

www.toynews-online.biz

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May 31

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TOYMASTER

Harrogate highlights The annual Toymaster show is perfectly timed for both suppliers and independents to have a mid-year catch up, and is one of the biggest order writing shows in the calendar. ToyNews takes a look at what some of the suppliers will be displaying, while also asking for their best show memory THE TOYMASTER Show is something of a right of passage to any newcomer to the toy industry. Unlike any other trade show in the business, its popularity is underlined by how quickly it sells out every year. In 2013, the show sold out in just two weeks, with Toymaster confirming the sell out in mid January. Then, in 2014, it took just seven days. The affection for the three-day event – which will be held once again in The Majestic Hotel, Harrogate – stems both from the sheer amount of business that is done there and the social aspect. Previous evenings at the venue have included James Bond fancy dress,

Christmas themes, Nerf guns, the entire Toymaster team dressed as nuns and monks and an impromptu performance of The Full Monty (although perhaps we won’t mention that one again). Suppliers as varied as Mattel, Hasbro, LEGO, Flair, Character Options and Paul Lamond through to Esdevium, Coiledspring and Wow Toys to name a few are in attendance, with independents having the very real chance of spotting a hidden gem in the different rooms. Over the next few pages, we chat to execs from a number of suppliers about why Toymaster is such an unmissable event. What will your company be showcasing at Toymaster? We are showing a number of new lines including adult puzzles featuring Game of Thrones and Thunderbirds, but our big new showcase product is our new Frozen Magical Ice Palace Game.

MIKE HARTSHORN NATIONAL ACCOUNT MANAGER, JUMBO GAMES What will your company be showcasing? Our Primary Science range is most popular amongst Toymaster members; this year we’re showcasing the new Telescope and Binoculars, plus we’ll be reminding members of our existing bestsellers.

Will you be running any special show offers? Yes, we will be running a series of discounts for orders placed at the show as product specific promotions, which will Primary Science is a versatile range featuring pocket money items to science kits for children as young as three. Will you have show offers? As Primary Science is so popular we will be running a free stock offer. Why is Toymaster such an important event in the toy industry calendar? It is a great opportunity to meet with Toymaster members and showcase

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include all of our lines that will be featured in the Toymaster 2015 autumn/ winter catalogue. Why is Toymaster such an important event? Toymaster members are an important part of our business and this is a great opportunity for us to get in front of them, speak to them and give them the opportunity to not only buy some really great products, but also to benefit from some excellent deals. products which are of specific relevance to their stores. If members haven’t already visited us at London Toy Fair, it’s their first chance to discover the new products we’ve introduced for 2015. Why did you decide to exhibit at the show? This will be our seventh year exhibiting at the event as it’s key for us to continue attending to ensure we can showcase

Why did you decide to exhibit at the show? There are an awful lot of trade shows available to support these days. We have supported this show for several years and will continue to do so as it reflects how important the Toymaster members are to us, and the independent retailers to the trade in general. What is your best Toymaster memory? Despite having worked

in the nursery, toy and gifting industry for many years, this will surprisingly be my first Toymaster event, so the memories will start here.

new products, reward members with special offers and continue to build relationships. How important are the independent toy stores to your business? Independent toy stores are a key part of our retail business. These accounts are very important to us, so we ensure a high level of service and support to ensure the inclusion of our products in their store is a seamless process.

CHRIS BEARDMORE UK RETAIL SALES MANAGER, LEARNING RESOURCES May 33

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TOYMASTER

JOSHUA FARLEIGH MANAGING DIRECTOR, FLYING GADGETS

What will you be showcasing? As well as making a new addition to Stretchkins, we’re launching a new collectable plush range, the Zigamazoos. Our LEGO Lights collection goes from strength to strength and as the next installment of the Star Wars franchise launches later this year, the Star Wars range in particular will be stars of the show. Our Air Storm performance launcher brand welcomes new

RICHARD WELLS SALES DIRECTOR, PAUL LAMOND GAMES What will you be showcasing? We are very excited to be presenting our range of new licensed puzzles including Minions, Clangers, Star Wars, Stickman, Shopkins, Twirlywoos, Miles from Tomorrow and Star Wars: The Force Awakens, as well as POS solutions to help members add some theatre in-store. Games continue to be a big focus for us going forward and we will TV advertise three this autumn/winter: www.toynews-online.biz

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What will Flying Gadgets be showcasing? We’ll be showing our extensive range of drones, ride-on vehicles and various other remote control toys and gadgets. The pinnacle of our offering this year is the X-Voice, the world’s first voice-controlled drone. We’re also really excited about the X-Vision, an entry level six-axis gyro quad machine with first person view. In the RC ride-ons category, we have our new Mercedes GL55 and Beetle.

Will you be running any show offers? Yes, we have the following offers for orders placed at Toymaster (all offers exclude our DJI products): 20 per cent off all orders over £250 and free UK mainland shipping, 50 per cent off our Water/Chip/ Bubble cars with every order and ten per cent off your second order with us. Why is Toymaster such an important event? Toymaster is a sociable, Will you be running any special offers? Highlights are a special purchase on our new Makea-bar range – buy one get second half price and this includes our Minions range. There will also be a show only price on the Razor Berry Kick scooter and a great saving on our Air Storm Zano Bow.

FireTek light-up additions and there will be more news from our Razor Crazy Cart and electric scooter ranges.

Why is Toymaster such an important event? This gives us an excellent opportunity to discuss

What will your company be showcasing? Along with our well established games and puzzles such as Perudo and Charades 4 Kids, the hot new arrivals will include Never Mind the Buzzcocks, new Diary of a Wimpy Kid puzzles and Skribblehead, a fast-guessing blindfolded drawing game. Also new for 2015, we have the Jacqueline Wilson board game, the Death in Paradise Mystery Puzzles, Houdini, the world’s first 40

challenge escape puzzle, and the addition of first two-player game, Rush Hour Shift, to the Thinkfun range. We also have new additions to the Subbuteo range, which include a fully licensed Barcelona main game with special edition features, plus licensed Man United, Barcelona and Real Madrid teams.

Labyrinth, Bugs in the Kitchen and Scotland Yard.

values. The Toymaster show is a toy trade tradition and the mix of social and business interaction is always mutually beneficial. The fact that so many friends meet up in one place to conduct business for mutual benefit creates a unique atmosphere.

Will you have show offers? We will be offering up to 24 per cent off key TV advertised lines and Toymaster catalogue products. Why is Toymaster such an important event? Customers and relationships are of huge importance to Ravensburger and we believe in traditional

mid-year showcase for brands such as ours. It gives us the opportunity to demonstrate our products to smaller retailers we might not otherwise encounter, in a friendly and intimate environment, where we can really get to know them, understand them better and adapt to their individual needs. How important are the indie toy stores to your business? They’re hugely directly with business owners our core brands and for store owners to see our key products before they select lines for their 2015 ranges. How important are the indie toy stores to you? Very important. We see independents as a key channel, enabling us to sell products to consumers across a wider platform and ensure they are more accessible to a broader consumer base nationwide. Why is Toymaster such an important event in the industry calendar? Toymaster is the show where customers actually come to place orders; without a doubt it is one

ADRIAN MAYES GENERAL SALES MANAGER, RE:CREATION of the best business writing shows of the year. In general, it is very well supported by Toymaster members, but it was a brilliant idea to open the show up to other independents. What is your best Toymaster memory? Toymaster always falls around my birthday so there are usually a few good evenings to be had.

Will you have show offers? Absolutely, we will be offering free stock on orders dependent on value.

How important are the indie toy stores to you? Independent business is still a significant proportion of our total turnover, and

important to us – the independents are particularly good at knowing their customers and knowing what makes them tick.

our bespoke POS solutions are a clear indication of how Ravensburger will continue to support independent toy stores. What is your best Toymaster memory? Over the years there have been quite a few memorable moments, but the reality is, it’s the silly pranks between friends, colleagues and competitors which make the show memorable and great fun.

DEREK SCOTT GENERAL SALES MANAGER, RAVENSBURGER May 35

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TOYMASTER

SUZIE HOWES HEAD OF MARKETING, WINNING MOVES

What will you be showcasing? From Top Trumps we’ll be showcasing new licences Minions and Shopkins. We’ll also have the next release from Bananagrams – Wildtiles – as well as Peppa Pig Guess Who. We’ll be showing more traditional games from our collection including Waddingtons 3-in1 Backgammon, Chess and Draughts Set. Last but not least, we’ve also got classic family games Dominoes and Solitaire.

ROGER MARTIN MD, COILEDSPRING GAMES

What will you be showcasing? We are showing our new Christmas lines which are the first ever reward charts for toddlers. They’re totally perfect for one to five year olds. It’s a world first and the product is super amazing with buyers loving them the world over. Will you be running any special show offers? Now, we are in the land of ‘hush hush’ but I can tell you the Wow special

Why is Toymaster such an important event? It’s a great opportunity to meet and catch up with independent retailers. There is nothing like getting feedback from the horses mouth and finding out what is working and also where a result receives great support from all the trade. It is also a great opportunity to get together with industry friends and colleagues a few months after the main trade show season.

What will your company be showcasing? We will be showcasing our brand new Peppa Pig Baby range, Shaun the Sheep movie and classic range, The Snowman FSDU and our classic and new Paddington collections. Will you have show offers? We are offering an additional five per cent discount and a free FSDU when you order £300 of Shaun the Sheep and The Snowman.

Will you have show offers? Yes, everybody loves a good bargain. There are some savings to be made on our Top Trumps range, Trivia Pursuit and also on our playing cards.

Why is Toymaster such an important event in the industry calendar? It is the most focused show supporting the independents and as

Why did you decide to exhibit at the show? We started exhibiting a few years ago now and found it such a worthwhile and fun event, that we now make sure it’s part of the calendar every year.

What will you be showcasing? Keep your eyes peeled for the latest in the Rory’s Story Cubes Mix sets: Medic, Score and Intergalactic, pocket money additions that add specific themes to your storytelling. Batman Cubes will also be available for a sneak preview, while there are also two new additions to the John Deere jigsaw range for 2015. The success of the Sorgenfresser Worry

Eaters continues to build, and Schmidt have introduced junior versions of characters Betty, Bill and bestseller Flint.

show offer is positively eye watering. We will have tissues on the stand for buyers who need to wipe their eyes.

Why did you decide to exhibit at the show? Deciding to exhibit at the show is hardly even a decision. It’s a way to give and show our continued support for the so many fabulous Toymaster members whose lives are solely about toys. Like all good clubs, supporting each other is what it’s all about.

Why is Toymaster such an important event? It is a great show which has true grit and is genuinely meaningful in a world of too many shows. It’s focused with great attendance and order writing. Call me old fashioned, but isn’t this what a good show is all about?

Will you be running any special show offers? Retailers who place an order with us at the show will be entitled to an exclusive offer on our three bestselling classic Sorgenfresser, Saggo Polli and Flint – buy 48 of two characters and get 12 of the third free.

we can support the retailers more. This is the perfect venue. How important are the indie toy stores to you? The independents are very important to us as a business. With products such as Top Trumps, the independents allow us to get a broad spectrum of titles out in the marketplace and into the consumers’ hands. Whilst the majors all battle it out,

the independents are a consistent route to market. What is your best Toymaster memory? There have been many memorable moments, but the best ones I think are the ones that you can’t remember the next day...

How important are the indie toy stores to your business? Very important; they have been at the core of our business for a very long time, since Rainbow began, and we are currently seeing growth in that area of our business. Best Toymaster memory? There are so many, but really seeing the amazing effort everyone puts into their costumes on the first party night. Why is Toymaster such an important event? It’s a fantastic opportunity to see all of the Toymaster members together. It’s a great mid-year event to showcase the latest products and it’s also an important social occasion where you get to mix with everybody.

Chatting to some truly great suppliers and getting a great connection with so many Toymaster members who love the Wow brand.

ZARA GRINDROD SALES DIRECTOR, RAINBOW DESIGNS How important are the indie toy stores to you? They are very important, especially to a company like us where we have a mix of licensed and niche products. The indie stores are set up for exactly that kind of product mix. Best Toymaster memory? Having a conversation with one of our longstanding customers and only realising who it was halfway through because her costume was so fantastic.

NADIM LAPEROUSE MD, WOW TOYS

Best Toymaster memory? Running out of ink in my order writing pen.

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22/04/2015 17:06

Exciting new titles from

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TOYMASTER

DAVID MORDECAI CEO, TOBAR

for retail environments and we can advise visitors on bestselling lines, display ideas and how to choose the right products to appeal to their customers.

What will you be showcasing at the event? Over the last 12 months, the team at Tobar have been travelling around the world to get ideas and inspiration for the 2015 product range. The team have managed to secure some exciting new distribution partnerships in addition to existing lines. These include US brand Schylling (famous for classic tin toys), stationery brand Scentos and outdoor line Turbospoke. In addition, Zuru and Bburago will be unveiling some exciting new lines.

Why is Toymaster such an important event? We love the chance to meet up with customers face to face. This is a superb opportunity to get feedback from independents and help them make decisions about their stock for the rest of the year. Why did you decide to exhibit at the event? By attending the show, our team are able to help advise on how to increase footfall and drive impulse buys in store. Our till top FSDU solutions are ideal

How important are the indies to your business? We love working with independents and have a history of supporting them with credit account options, regional development managers who can visit them face to face during the year. Our website means they can now place orders when it suits them.

What will you be showcasing at the event? This will be our first year at the Toymaster show, so we are showcasing selected products from our range.

Why is Toymaster such an important event in the toy industry calendar? This is an important chance for us to meet all our customers.

What is your best Toymaster memory? This will be our first year, so we are looking forward to having many positive memories in the future.

Will you be running any special show offers? Yes, we will be running a special offer â&#x20AC;&#x201C; 20 per cent discount from our RAV_TN_May2015_halfpage_FINAL.pdf 1 09/04/2015 gross price list.

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Why did you decide to exhibit at the event? The independent market is really important for Clementoni and this is a key focus for us this year. 14:20

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TOYMASTER

ROB SHERLOCK KEY ACCOUNT MANAGER, ESDEVIUM What will your company be showcasing? Pokémon TCG, where our sales grew 64 per cent in 2014 and are looking on target for 50 per cent further growth in 2015, Disney Pictopia Trivia game and, of course, Dobble which sold over 80,000 pieces in 2014. Will you be running any show offers? Yes, many offers with free stock offerings on Disney Games (buy six get two free), Rocket Games (buy eight get four free) and an exclusive Pokémon product just for Toymaster members.

DAVID BRAMFORD SALES DIRECTOR, CHARACTER OPTIONS What will you be showcasing at Toymaster? Character will be showcasing our core ranges, while also highlighting our key new launches such as Yummy Nummies, Ugglys Pet Shop, The Clangers and the new Peppa Pig Once Upon a Time collection.

Why is Toymaster such an important event in the toy industry calendar? This is a great opportunity for Toymaster members to meet new and existing suppliers and add the latest toys and games to their offering. It’s also a rare chance to meet up with fellow members to find out what is hot in our industry right now and going forward to Q4. Why did you decide to exhibit at the show? It is a great opportunity to showcase our ranges to so many Toymaster members and independents alike and take orders for our products. It is also a chance to meet the customers we don’t get a chance to see during the year and get them to take advantage of some great offers from Esdevium Games.

Will you be running any special offers throughout the show? Yes we will be offering show offers across various ranges, but obviously they can’t be unveiled until the opening day. Come to the stand and we will be happy to talk Toymaster members through them. Why is Toymaster such an important event in the toy industry calendar? It’s historically a brilliant show as it signals the start of most members’ autumn/winter ordering and always has a great buzz. Why did you decide to exhibit at the show? The Toymaster show is an ever present in

How important are the indie toy stores to your business? The independent trade is the life blood of the toy and game industry. They have the flexibility to adapt to trends far more quickly and offer a different service to their customers than the nationals.

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Best Toymaster memory? Toymaster show evenings definitely register. The Toymaster show is the friendliest show of the industry where we can do some great business for the rest of the year.

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Character Options calendar and it seems unimaginable for us not to attend. How important are the independent toy stores to your business? Toymaster, and indies in general, have been the cornerstone of our business and have always been amazing supporters. It’s important that we maintain and support the traditional High Street toy store for our future generations. What is your best Toymaster memory? Colin Rossiter, our national sales manager, dressed as Loopy Loo at one of the show’s fancy dress evenings.

Available to order now! Rugby World Cup 2015 Shaun the Sheep Window Stick-Ons 23cm

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22/04/2015 17:15

INDEPENDENT SURVEY

‘Suppliers should have the freedom to sell their products direct to consumers’ This month, ToyShop UK ignites debate among the indie community by asking its listers if they agree with suppliers selling direct. As the comments below indicate, it’s quite the thorny subject

FOR

Alice’s Bear Shop/Teddy Bear Hospital Rikey Austin “We are a tiny Teddy Hospital who keep our heads above water during our down season (everything outside of the school holidays) by making and selling Heirloom Teddy Bear Making kits by hand. We supply these wholesale but also in our shop direct to the customer. Diversifying like this is what’s kept us open when many around us have closed. We always sell at the same RRP as our wholesale customers and publicise them on our website. We’re about to take on our first agents. They will all be bear makers who will also offer bear making days in the shops that take our kits. It’s a great new income for the shop, a rediscovering of an old craft for their customers and extra income for the agent. I guess maybe the bigger question is why is a company selling direct? Is it purely a question of profit? We might not be here if we didn’t sell direct.”

Toytown Daeron McGee “As long as they do not undercut their retailers, or try to poach the customers by deliberately targeting them with online special offers, then no problem. If the suppliers support their retail outlets, then the retail outlets will support the suppliers. However, if the suppliers misuse this arrangement, then they should expect to be dumped by the retailers.”

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Final Frontier Julian Shelford “It may help them to understand the dynamics of selling to the end consumer and the difficulties the retailer has in supplying stock, especially when it gets to certain times of the year. Some of the suppliers have their own stores already. There are so many lines out there to choose from, it’s unlikely that every supplier would become a retailer. The market is strong but my advice to suppliers would be have a go if you are strong enough, if not leave to us hardened retailers.” Duplay Liam White

“Every company should have the freedom to be able to sell their own products to retail as well as wholesale. We supply Smyths, Asda and Tesco, and last year we took the step to move to an online retail presence that has created a huge rise in sales, while also still keeping our wholesale sales at the same time.”

www.toynews-online.biz

22/04/2015 16:03

INDEPENDENT SURVEY

World of Bears Paul Pimlott “Suppliers do not operate under the same terms as bricks and mortar stores, so they can compete on price and postage, while trying to enforce MRRP on retailers. This is a conflict of interest. The end result is the closure of High Street.”

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

www.toynews-online.biz

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

AGAINST

ImagiDo! Janis Phillimore “I would be happier for suppliers to sell directly to consumers if the prices were fair. I have seen suppliers selling their products on Amazon for less than they sell them to me at trade price. How can I compete with that? I don’t think it’s healthy for me as a retailer to be in competition with my supplier. By doing this, they also drive down the value of their own goods. Surely it would make more sense for the suppliers to stick to selling in bulk and leave us retailers to sell to the consumer?”

Models R Go John Guiver “Suppliers who compete with the very retailers they supply are beneath contempt in my opinion because they are abusing their position and the wholesale deals they receive from manufacturers. These deals are supposed to ensure that the supplier grows and supports the distribution network through retailers to the end customer, not to short cut the process and sell direct at virtually trade price. Unfortunately this is a growing trend facilitated by greed and the internet. I will now only purchase from such suppliers where they are selling direct at MRRP and charging for shipping.”

Hal Whittaker Stuart Andrew “In today’s world of greed, it may be considered acceptable but it is morally wrong. If you are wholesale, you sell to trade not retail. Retailers have to live with putting their own mark up on top of the trade price, it should be the same for manufacturers. It is sheer greed to take both wholesale and retail mark up and sometimes undercut their own manufacturer’s RRP by doing offers that the retailer cannot compete with. Retailers are proving to be nothing more than a showroom for internet sellers and manufacturers to sell their products from.”

Cot N Togs Sue Needham “They seem to want it all, wholesale and trade. We are the shop front showing and selling their products to the customer. Providing knowledge and passing on information. We are then selling a product often tagged with the company website for the customer to go to directly. How long can this continue?”

May 41

22/04/2015 16:03

GOOD TOY GUIDE

Getting a good start

IN ASSOCIATION WITH

This month, a young start-up toy retailer asks the Good Toy Guide’s head of retailer relations, Lucy Moody, what they can do to make a splash in the toy market

Got a question for Lucy Moody, then drop us a line at rhutchins@nbmedia.com

THE TEAM at the Good Toy Guide and Fundamentally Children has been answering our questions for a number of years now. So, we decided it was high time that we allowed you to ask the industry’s experts the questions that mattered the most to you. This month, Dr. Amanda Gummer gives way to Fundamentally Children’s head of retail relations, Lucy Moody, to offer expert advice to a start-up indie retailer, looking to make a splash in the industry. We are a young, start-up indie toy retailer, new to the industry and looking to make a splash in the market. What advice can you offer and what services do you provide for retailers in our situation? It is always great to see new retailers coming to the market, especially opening up on the High Street (which I assume you are) where the smaller independents are seemingly being pushed out. It is a competitive market out there, but staying current and offering something different will help you to drive sales and attract people into your store. Having spoken to so many retailers and consumers in my role at

Good Toy Guide, it seems that what stands out as an important factor to get right, is the experience people get when they visit a store. Having a fun and interactive approach where children can come and have a really magical time, surrounded by great toys, will offer consumers so much more than just a general toy shop designed for little more than browsing and paying. It’s always difficult to highlight the value of a toy while it sits in a box on a shelf, so why not get one out for children to engage with? This is a great way to help you demonstrate how great they actually are.

We have hosted many in-store play days and in the majority of cases the stores have completely sold out of the toy that was being demonstrated by our team of experts. So, you could always book a

the latest toys. Choosing products that offer great play value and longevity will also encourage the parents and carers. The Good Toy Guide is often used by retailers as their buying guide and is

Having a fun and interactive approach will offer consumers more than just a general toy shop. Lucy Moody, Fundamentally Children

play day with us and watch how they are done. Stocking ‘good toys’ is essential, and staying up to date with new products to the market will help to encourage people to visit again and again to see

a totally free service that we offer. Check out www. fundamentallychildren/ good-toy-guide to see all the current toys. Furthermore, the Good Toy Guide offers several other services to retailers

in similar positions to yourselves. We offer support through the set up of your store and can give you as much advice as you need. Take a look at our retailer pages and stay in contact with us online. For now, however, I will leave you with this parting nugget of advice from the renowned psychologists, Pfeffer, Fong, Cialdini and Portnoy: “Research shows that having independent, expert commentary is proven to increase favourability ratings on every scale in comparison to a person or business blowing its own trumpet and is second only to recommendation from a friend or family member.”

CONTACT THE GOOD TOY GUIDE: Twitter: @fundamentalsUK l Facebook: FundamentallyChildren l Email: admin@goodtoyguide.com lwww.fundamentallychildren.com 42 May

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Winning Moves full 43 TN161.indd 1 page ad Toy News.indd 1

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TOY TRUST UPDATE This month’s Toy Trust update focuses specifically on the charitable causes that will be on our minds during the spring and summer fundraising events. So take a brief look at what’s happening with The Toy Trust in weeks to come and see for yourself why it’s all worthwhile

This year’s Big Thames Challenge is in aid of Special Kids Going Places, and while industry members are cycling, running, walking and swimming, here’s what it’s really all about. Three great causes with one common theme. Cyclists Fighting Cancer (CFC) - www.cyclistsfc.org.uk CFC enables children and young people living with cancer across the UK to regain their physical fitness, strength and confidence by giving them new bikes, adapted trikes, tandems, other equipment and support. The effects of the disease and its treatments in children are numerous; amputations, balance issues, physical weakness, coordination difficulties and lack of self esteem are just a few of the most common side effects. CFC encourages cycling as the best form of exercisebased rehabilitation, especially for children, because it provides all these benefits in a low impact, fun, sociable and exciting way. Action for Kids - www.actionforkids.ritdns.com Founded in 1991, Action For Kids began by raising funds for a child who needed a wheelchair and has now helped thousands of disabled children and young people and their parents and carers. The charity provides mobility equipment not currently available on the NHS, such as customised wheelchairs that give the user comfort, mobility and greater independence. Action For Kids also runs a Life and Work programme providing young disabled people with tailored practical work experience, everyday life skills and the confidence to become more independent. Handicapped Children’s Action Group (HCAG) - www.chris624.wix.com/hcag HCAG provides specialist equipment for children with disabilities, learning difficulties and other special needs. The charity’s principal aim is to provide the funding that will help to give the disabled child independence and mobility. They strive to give children the ability to join in with the activities of others their own age when previously they have only been able to ‘watch from the sidelines’. The equipment that HCAG provides is varied and includes powered and manual wheelchairs and trikes, right through to specialist seating and sensory equipment.

At the time of going to press, the Big Cake Bake was in full swing. Thank you to all the organisations taking part; we have already seen some tremendous culinary creations. The results will be announced at the end of April so do check out the BTHA website to see the stars of the show.

And finally … Well done Mattel on their Guess the Weight of the Easter Egg competition which raised £100. And to Andy Clempson, also from Mattel, who raised a further £100 in the Reading Half Marathon. Don’t forget to tell us about your Toy Trust fundraising events!

For further info go to www.btha.co.uk or follow us on Twitter @TheToyTrust 44 May

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Big Thames Challenge Diary One day… 300 toy industry athletes… One great cause Special Kids Going Places! Date: Saturday 6th June Starting point: Crown Plaza, Marlow Triathlete challenge 1,500 Swim - 40km Bike– 10km Run Other challenges • Bike Ride - 74 miles • 20km run • 20km walk • 10km family walk New teams for 2015: Rubie’s Masquerade, Jakks Pacific, World’s Apart, Toymaster, Toys R Us, HTI and Spin Master

THE TOY TRUST - HOW WE CHOOSE THE CHARITIES If you have a charity in mind to recommend, let us tell you a little more about the selection process. Around 200 charity applications each year are submitted from all kinds of organisations, including many for international projects and The Toy Trust reviews favourably those specifically sponsored by toy industry members. There is, however, a very clear criteria set before applications can be reviewed; the overriding factor of which is that the charity must support children who are disadvantaged or deprived. To take the first step to funding, a detailed proposal is required outlining the project supported by the charity’s latest accounts. The BTHA screens the proposals and if the criteria is met, it goes to the five Charity Allocations Committee members for appraisal. They use many tools to scrutinise the applications, such as referring to the charity’s own and Charity Commission’s websites, (this can hold accounts and Trustee reports). The applicants may also be contacted to discuss the proposal. The Allocations Committee then meets, debates and agrees on those to be submitted to the Toy Trust Committee for final approval at each of the four quarterly meetings. The total amount granted each quarter is approximately £30,000, of which on average one third of the causes chosen are international. Annually, around £120,000 is donated in support of around 100 charities. This is in addition to the major funding such as this year’s Special Kids Going Places and Alexander Devine Projects.

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News Media

Dedicated monthly licensing coverage for the UK

Opinion

Dino Charge to roar this summer, says Bandai Hopes high for new Power Rangers toy line as blockbuster movies mark 2015 as ‘the year of the dinosaur’ By Billy Langsworthy THIS SUMMER will see Bandai launch a range of toys for the new Power Rangers Dino Charge series, and the firm is expecting big things. With the hype around Jurassic World, Bandai is calling 2015 the ‘year of the dinosaur’, and following successful launches for Dino Charge in Japan and the US, the company believes it has a hit toy line on its hands this summer. “Historically the dinosaur genre has always outperformed others; therefore, we anticipate a continued success story for 2015 and beyond,” said Tess Parsons, product manager at Bandai. “2015 is the year of the dinosaur and we have no doubt that Dino Charge will be a big success this summer. Historically, dino-themed series

have always been the most successful in terms of both programming and consumer products and we have already seen this trend become apparent in Japan and the US. “Both territories have launched Dino Charge ahead of the UK and Japan has experienced the best toy sales in 18 years, while the POS in the US is in double-digit growth. We have every confidence that with the strong universal theme, toy range and heavyweight marketing campaign this success will translate to the UK.” To ensure the launch is a success, Bandai is embarking on a comprehensive marketing push for Dino Charge, featuring TV ads alongside print and online activity. “As this is such an important launch, we have prepared a comprehensive marketing plan alongside

Saban to bring the products to life, as well as driving kids to watch the show,” added Parsons. “We are very excited to announce that the partnership with free-toair kids’ channel Pop will continue with 20 live action episodes of Dino Charge airing exclusively on the platform from August. “In addition to the programming, Bandai will be supporting with a heavyweight TV campaign www.toynews-online.biz

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across three key lines, as well as bringing the brand and toys to life with experiential activity across the summer. Bandai and Saban will continue to support with PR, press and online activity across the season and into 2016.” Next year is shaping up to be another big one for Power Rangers with a movie hitting screens next July. And as the feature looks set to boast a dinosaur element, Bandai

believes its Dino Charge line is a perfect segway into next year’s ranges. “There is a lot of anticipation building for the Lionsgate movie, which is coming to the big screen next year,” Parsons continued. “Bandai are already in the process of developing a movie toy range to sit alongside the Dino Charge toys, so the look on shelf will be distinctive yet consistent.” Bandai: 01489 790 944 May 47

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NEWS

Fable can “stand out” in the toy space Tinderbox believes the video game brand has potential for figurines, collectables and board games By Billy Langsworthy TINDERBOX BELIEVES the Fable video game brand is perfectly placed to be a big hit in the toy space. The digital division of brand extension agency Beanstalk is currently working with Lionhead Studios on global licensing opportunities for the brand, and believes toys is a key sector for Fable.

Fable Legends, the latest in the franchise, boasts a plethora of characters and as such, Tinderbox believes there is scope for several toy lines covering a range of categories. “A wide cast of characters and a rich world provides a wealth of figurine, collectable and card or board game opportunities,” Tinderbox’s

head of new media, Dan Amos, told ToyNews. “This, coupled with an irreverent underlying sense of fun not often found in video games, offers scope for creating something that can stand out in this space.” The first Fable title landed in 2004, and Tinderbox believes the rich history of the game

Casdon swaps role-play for real baking with new range Collection from baby food expert Annabel Karmel includes cake moulds, baking accessories and a line of mixing bowls By Billy Langsworthy CASDON IS confident its new Annabel Karmel collection offers kids something more than just role-play, as the products can be used for real baking. The collection, from baby food expert Annabel Karmel, will include baking sets with cake moulds, baking accessories, mixing bowls and decoration tools for children. “This range adds an additional focus to our licensed portfolio in that we are offering real life baking as opposed to role play,” said Phil Cassidy, joint MD at Casdon Toys. “The range allows children to not just pretend to cook, but create actual mixes and use our cookery range to bake 48 May

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them in the oven, creating real and edible treats. “To be able to add Annabel Karmel to our collection was a unique opportunity that would add the personality of a renowned name in the world of kid’s cookery to the Casdon ‘Little Cooks’ range.” The firm has embraced licensed lines with brands like Henry, Dyson and Morphy Richards, and Cassidy told ToyNews that “working with household names and high-profile

brands under licence” remains the focus. The range will hit shelves from mid-July and Casdon believes it will be a success. “The Annabel Karmel collection has already received some great listings and the feedback has been very positive wherever it has been shown,” said Cassidy. Casdon: 01253 608420

makes the brand a strong licensing proposition. “The combination of a deep heritage, strong fan base, unique, rich, expansive world in Albion, as well as the new innovative content pipeline based around Fable Legends, results in a strong licensing proposition,” added Amos. Video game brands like Minecraft and Pokémon have managed to carve out success in the toy space, and Tinderbox is hoping that the ongoing popularity of the medium, as well as the release of a new game, are good signs for Fable’s licensing debut. Amos continued: “There are several examples of digital properties that have managed to build successful licensing programmes in the past and overall, the popularity of video games shows no sign of slowing. “It is an exciting time for the industry and in

general, I would say that the opportunities to extend the reach of video games into physical products are plentiful and growing. “Fable’s passionate fan base shares considerable parallels with other major entertainment or gaming franchises, but it is the upcoming release of Fable Legends which is most interesting and is guiding the approach we are taking to licensing. “Fable Legends will be innovative in terms of gameplay and business model – not the traditional in-and-out retail release of a new title under the Fable umbrella, but a new on-going games service with the potential to reach a wide player base. “This means that we are perhaps taking a more long-term approach to licensing than other video games have been able to in the past.” Tinderbox: 020 7572 0844

Talking Chewbecca roars into Underground Toys’ Star Wars line-up By Samantha Loveday BUSY UNDERGROUND Toys is looking to take advantage of the current Star Wars hype with the launch of its new Medium Chewbacca Talking Plush. Loyal friend of Han Solo, daring co-pilot of the Millennium Falcon and legendary member of the Rebel Alliance, the firm has immortalised Chewbacca in nine-inch plush format, significantly bolstering its official Star Wars collection. The talking plush features the iconic Chewbacca roars taken from the classic movie, making the toy a musthave for any Star Wars fan or collector. Simply press his tummy to hear him roar, but

remember it’s not wise to upset a Wookie, even a plush one. The Chewbacca plush is the latest addition to Underground Toys’ already bumper Star Wars collection, which also includes the Lightsaber Battle Yoda. Underground Toys: 020 7801 6325

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Ambi can become ‘one of the UK’s best-selling toy brands’, says Galt Line has been embraced by independents and majors alike since being acquired by the firm back in 2013 By Billy Langsworthy GALT TOYS believes its successful Ambi Toys line can become one of the UK’s best selling toy brands for the first years market. The firm acquired the range back in 2013 and has seen the line embraced by independents and major retailers alike. “It’s a great range and performing extremely well,” John McDonnell, managing director at Galt Toys, told ToyNews. “We acquired Ambi Toys at the beginning of 2013 and have steadily been building its presence amongst our suppliers. “It is now stocked by most big retailers such as John Lewis, Debenhams and Amazon, but also by many independents. “We’re not surprised by the uptake as it perfectly complements our own products, designed for

first years and toddlers with a strong focus on child development and education through play.” Now the range has established itself as a strong performer, McDonnell believes Ambi is on track to become one of the UK’s top toy brands. “Hopefully it will become one of the UK’s best-selling toy brands for the first years market,” added McDonnell. “We’ve added six new Ambi Toys to its range this year, all with distinctive designs based on the original mechanical drawings of world renowned toy designer, Patrick Rylands. “Babies and toddlers are not interested in passing trends or the latest gadget. “They need well-designed and reliable toys, which don’t disappoint during play, which is exactly what these toys do, and the fact

they are British designed toys, ensures the design integrity and success of the Ambi Toys range for many years to come.” An example of the success of the range can be seen with the Activity Case, a new product that launched earlier this year and is already topping the Ambi Toy sales charts. “It is a colourful and interactive action centre with six fun activities for little hands to explore,” added McDonnell. “Children can press the button and it squeaks, pull back the blue bird to chime the bell, slide the mirror to see who’s hiding underneath.

“The toy encourages manual dexterity and the learning of cause and effect.” Galt Toys: 0161 428 9111

GALT AT TOYMASTER Galt Toys will be presenting Bird and Fish, two classic bath toys from the Ambi range at Toymaster. Both are due to launch in July and have been created by British toy designer Patrick Rylands. The timeless toys won the Duke of Edinburgh’s Prize for Elegant Design – now known as the Prince Philip Designers Prize – in 1968, and are making a comeback by popular request. www.toynews-online.biz

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Galt MD John McDonnell believes that Toymaster is a must-attend as it is a more focused show, with a community feel on both a business and social level. “Independent retailers are what make our shopping High Streets truly special,” he told ToyNews. “Consumers appear to be getting weary of the ‘sea of sameness’ that mega retailers present selling similar products.

“A larger retailer has a corporate image that they must maintain, and each store is a carbon copy of the one before. “Independent retailers acknowledge this, and as a result are always trying to find ways to reinvigorate their stores.” McDonnell added: “The big advantage independents have is their flexibility and speed to market for new products.” May 51

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NEWS

Comment Imitation is not flattery Rachel Jones, Totseat MD and founder of SnapDragon Monitoring, explains the importance of trademark protection and why she is making tackling counterfeiters easier for you. THE FIRST counterfeit Totseat I ever met made my blood boil. It was the fury at someone’s audacity to copy it and the horror that it absolutely wouldn’t be safe to use. While it looked ‘good’ in its packaging, the product told a very different story. The best part is that the item had been seized at Customs. In fact, if you have registered your trademark with them, the brilliant CITEX unit at HMRC keeps an eye out for counterfeits for you. It’s an easy process and for anyone importing toys and nursery products it is worth doing. They even circulate the information among their equivalent units in the EC. From identification and confirmation that the goods are counterfeit, they arrange for their destruction. In our case, the local Trading Standards office also mobilised its counterpart in the right region to ‘take action’ against the importer. And take action they did, thankfully without involving us. We had expected to meet a counterfeit at some point, that’s why we registered with CITEX. For them and various e-commerce portals, the strongest part of our armour is our numerous trademarks. Simple to manage, relatively cheap to organise, registered trademarks are worth their weight in gold. E-commerce portals have to take down

counterfeits by law, most people are aware of the systems of reporting to eBay and Amazon for example, and registered trademarks are absolutely vital in doing so. What was less easy was developing a system to police portals across the world and it was only when Alibaba got in touch, asking if we could help develop their processes,it became apparent our’s really work. Now we have a team of linguists, data analysts and brand managers who not only monitor and take down counterfeiters but also help other brands do the same. Whether it’s a safety concern, diverted legitimate income, or the potential to have your brand ruined; something can be done. And much you can do yourself. Get your trademarks (design rights and patents) registered, register with CITEX, police the sites you can and report what you find. Then, get friendly with your local trading standards office. Totseat’s own system SnapDragon - can also help when appropriate. And if you need IP counsel and lawyers for a more formal infringement notice, we recommend people who understand the priorities of SMEs. SnapDragon is a service for SMEs, it’s affordable and helps your trademarks do what they are meant to do. Being proactive is better than fighting your corner when a counterfeit causes an injury.

Rachel Jones co-founded Totseat. SnapDragon Monitoring is a spin-out of Totseat and works with brands in the nursery and toy industry. Head of Research is Jet Doran jet.doran@snapdragon-ip.com 52 May

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Posh Paws cuddles up with pre-school movies Cinderella, Inside Out and The Good Dinosaur to drive preschool sales for the plush specialist this year By Robert Hutchins PLUSH SPECIALIST Posh Paws is predicting a surge in pre-school sales this year, thanks to the help of standout movies including Cinderella, Inside Out and The Good Dinosaur. Last year saw the firm establish itself as the number one manufacturer for traditional plush toys, with a large portion of sales attributed to its growing pre-school collection. Disney’s Frozen, Shrek, Madagascar and Kung Fu Panda all helped the company to a successful 2014, with Doc McStuffins topping its pre-school licensed range.

“Pre-school has definitely grown for us over the last year,” Lauren Hayward, group brand manager at Posh Paws International, told ToyNews. “This is down to not only some great TV shows supporting the sector, but also some real standout movies. I expect the sector to grow again this year with even more standout titles appealing to this audience, including Cinderella, Inside Out and The Good Dinosaur.” Posh Paws looks to build on the success of last year and showcase the strength of the plush sector that according to Hayward “continues to deliver growth year on year.”

In the pre-school arena, the firm remains confident that new TV and film releases will continue to drive the category and is already gearing up to launch a new Doc McStuffin’s collection, designed to support Disney Junior’s revamped version, Doc Pet Vet. Hayward continued: “For pre-school, we are most excited about the launch of Disney’s Inside Out this July and The Good Dinosaur in December, these release dates offer fantastic summer and Christmas retail opportunities and I believe that the plush toys will be extremely popular.” Posh Paws: 01268 567290

Kiddimoto picks up Queen’s Award for International Trade By Samantha Loveday BALANCE AND kids’ bike specialist Kiddimoto has been handed the Queen’s Award for International Trade, part of the UK’s prestigious business awards, the Queen’s Awards for Enterprise. The accolades recognise the success of UK businesses in the fields of innovation, international trade and sustainable development. All entries are judged on merit and the awards are given to businesses demonstrating outstanding achievement. “We are delighted with this award, which

underlines all the hard work we have put into building an international business,” said Kiddimoto’s Simon Booth. “We have only been trading since 2004 and initially poured efforts into developing great products.

“In the last three years, our overseas sales have almost doubled. “We believe we’re a good example of a small company which is growing at a solid rate.” Kiddimoto: 01749 871175

www.toynews-online.biz

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SECTOR GUIDE: DOLLS

The doll rush

A staple of the industry, in recent years the doll sector has dipped a plastic toe in the worlds of technology, education and, of course, hit licences. Billy Langsworthy looks at some of this year’s most interesting additions. Those allergic to cuteness might want to look away now VTECH VTech made its doll debut last year with Little Love Baby Talk, a voice-activated doll that learns more phrases the more a child talks to it. The doll comes with 100 words, sings ten melodies, speaks over 80 phrases and also features real-life sound effects, such as drinking and giggling. This year, VTech is planning to expand the Little Love collection with the launch of Little Love Baby Peek-a-Boo in spring, while Little Love Learn to Walk will then arrive in the autumn/ winter season.

Children can hide and uncover Little Love Baby Peek-a-Boo’s eyes for cute reactions and interactive peek-a-boo play. Baby Peek-a-Boo also introduces numbers, counting, foods, feelings, body parts and much more through games, over 60 adorable phrases, sing-along songs and realistic baby sound effects. The doll will also help children to develop nurturing skills through pretend play and encourage essential motor skill development, all while learning through role-play.

BONNIE & PEARL Bonnie & Pearl is an imaginative and experiential doll brand which is set to hit retail this year. The business launched online in September 2013 and it has since opened three successful Bonnie & Pearl pop-up shops with St David’s Cardiff. In addition, the new brand has gone on to win three national retail awards in its first year of operation, including two BCSC Opal Awards and a SCEPTRE Award. The 19”

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The Little Love Learn to Walk doll demonstrates key developmental stages including learning to sit up from lying down, learning to crawl and standing up to take her first steps. The Little Love range boasts a number of accompanying accessories such as the Little Love 3in-1 Pushchair, introduced last year, and the Little Love 3-in-1 Carrier, set to hit shelves later this year. The carrier transforms from a carrier to a booster seat to a changing mat. “We are really proud of the great success we have

seen from the Little Love range so far and can’t wait to launch these great two new additions,” said Rebecca Lazarus, senior brand manager at VTech. 01235 555545

HTI Bonnie & Pearl dolls come in seven different colouring options, complete with an outfit, bed, soft pillow and adoption certificate. Accessories, outfits and furniture are also available to inspire imagination, innocence and friendship among youngsters from eight years old up. Bonnie & Pearl will be expanding its retail business throughout the UK, Europe and Middle East from July 2015. 0844 800 1910

HTI is looking to maintain its position as the UK market leader in the dolls’ prams and pushchairs market with its premium Silver Cross and Mamas & Papas Junior collections. The firm’s collection of Mamas & Papas dolls’ prams and pushchairs continues to go from strength to strength. The new M&P ‘Armadillo’ dolls’ pushchair will be TV advertised for 2015 demonstrating the role-play fun to be had. The pram is inspired by the real life nursery replica with a striking ‘Lemon Drop’ yellow colourway and matching shoulder bag. The other lines in HTI’s Mamas & Papas 2015 range have been refreshed with the new ‘Bluebird’ fabric – a light, bright, pink and turquoise bird pattern. The range includes replica lines such as the versatile Urbo pram which switches from pram to pushchair, and the Double Decker Stroller with elevated rear seat that provides room for two dolls. The traditional style deluxe X-Cel pram is a

popular line that is supplied with under-seat shopping basket, matching parasol and changing bag. Elsewhere, HTI’s Silver Cross dolls prams and pushchairs junior collection for 2015 is inspired by couture fashion and runway shows. All white frames provide a crisp new look, reflecting the hottest trends in the nursery market. The range provides both classic and contemporary styling, replica detailing and co-ordinating accessories. The Surf is available in the deep purple damson, as well as vibrant lime green and hot pink colourways. The Silver Cross Ranger is a classic dolls pram

and a consistent top seller. It features a handy shopping tray, adjustable handle height and coordinating shoulder bag. HTI also offers dolls’ prams and pushchairs with Peppa Pig, Hello Kitty, Sofia the First, Doc McStuffins and Minnie Mouse styling. 01253 775684

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SECTOR GUIDE: DOLLS JOHN ADAMS

TRENDS UK Trends UK has the new Disney Frozen Singing Plush featuring Elsa and Anna. Both stars of the hit movie have been recreated with beautiful vinyl heads and huggable soft bodies.

John Adams is looking forward to a golden year with Tiny Tears as the brand celebrates its 50th anniversary. First launched in the UK in 1960s, the Tiny Tears doll was the first fully functioning feeding, crying and wetting doll with closing eyes, moveable arms, legs and head. To celebrate her 50th anniversary, John Adams has created a special, limited edition Tiny Tears doll – which is all dressed up in a sparkly birthday princess dress and sporting a vintage curly hairstyle. The Tiny Tears Anniversary doll comes complete with water bottle and potty, as well as a special keepsake commemorative certificate, printed with its own unique number. 01480 414361

TRAVIS DESIGNS Travis Designs boasts a wide selection of doll outfits that match up with the company’s best-selling girls dressing up costumes. The dresses span all

The 15” Elsa doll sings Let It Go, while Anna sings For the First Time Ever. Available in a special ‘try me’ pack, each of the dolls retails for £24.99. 01295 768078

CHARACTER OPTIONS seasons and events with designs including the likes of a ballerina, Marie Antoinette and even a Medieval Queen. 01442 289898

Fans of The Zelfs will have a new doll to play with this year in the form of the new Light-Up Zelf, Princess Crystella. Joining the popular Medium Zelfs, Ultra-Rare characters and Mini Lil Zelf pods, Princess Crystella stands taller than all her counterparts and has light up hair which illuminates when the crystal heart on her chest is pressed. 0161 633 9800

VIVID My Friend Cayla, the doll that interacts via an app, will be given a new outfit for next Christmas and will benefit from enhanced personalisation. Also new is My Friend Cayla Princess, which comes with a bespoke princess-themed app and accessories. 01483 449944

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SECTOR GUIDE: DOLLS MATTEL Mattel is boosting its extensive girls’ portfolio with new ranges from award winning brands and strong licensing partnerships. This autumn sees the release of two new animated feature fi lms for Barbie. First up is Barbie in Rock ‘n’ Royals, a story of princesses and rock stars that is all set to be supported by strong marketing plans. It will be brought to life with new additions to the product ranges including the Rock n Royal Courtney Doll, and Transforming Stage play-set. Additionally, engaging with younger girls is The Great Puppy Adventure. Girls can play out their favourite scenes with the Barbie Spin ‘n’ Ride Pets toy and other Great Puppy Adventure products. Barbie is also welcoming a new wave of Fashionista dolls boasting different hair and skin colours to allnew facial styles. Also introduced this autumn/winter are the two

new creative play and fashion products, Barbie Airbrush Studio and Barbie Glitter Hair Doll. Barbie Life in the Dreamhouse continues to be brought to life with some great additions to the product range. These include the Barbie Malibu House, and the Barbie Camper, which consists of three storeys of play. Elsewhere, this autumn sees a new term for the ghouls of Monster High, supported by the Freak Du Chic and super-size Gooliope Jellington who is the tallest ghoul in school standing at a huge 17”. In Q4, Boo York Boo York will launch, introducing new content supported with a new range of characters and toys including Luna Mothews, Elle Edee and Madison Mouse. The Boo York range is also complemented by the Astra Nova Accessory, which sees new character AstraNova levitate. 01628 500 000

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FLAIR With Doc McStuffins in its portfolio, GP Flair has several new interactive dolls and play-sets for fans of the pint-sized doctor to play with. Building on its success with Disney’s Doc McStuffins, Flair has recently launched a ‘School of

Medicine’ themed range to tie in with the new TV episodes. At the heart of the new collection are the Dentist Doc and Eye Doctor Doc dolls. Doc can accessorise her outfit with the new Light-Up Doctor Shoes and Dottie’s Eye Doctor Bag. Moving on, and in autumn, Dottie turns her attention to healing toy animals in the new Doc Mcstuffins Pet Vet series. A hero product of the accompanying range will be the new Interactive Pet Vet Doc McStuffins Doll. Meanwhile, Find & Fetch Findo, the interactive dog, is on her the patient list. For her vet duties, there will be new accessories such as the Vet Bag Play-set and the Pet Vet Desk. 020 8643 0320

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SECTOR GUIDE: DOLLS MGA/ZAPF CREATION This year, the Baby Annabell collection is welcoming two new additions in the form of Baby Annabell Interactive Potty and The Walking Little Lamb. The Baby Annabell Interactive Potty is decorated with pink and white sheep. It comes complete with realistic toilet sounds, applause sounds and a Baby Annabell jingle. The new interactive potty is designed to teach little ones about potty training, and can be helpful if they are going through potty training themselves, or have a younger sibling who is being taught about using the potty. The Baby Annabell doll features include a rocking function, eye and mouth movement when she is sucking on her bottle or dummy, and real tears when she drinks water. If she becomes upset, little ones can gently stroke her cheeks or pat her back to soothe her.

JOHN CRANE Made with soft plush, the Baby Annabell Walking Little Lamb walks and can also emit a cute ‘baa’ sound. The lamb is able to walk unattended and has ears that move up and down while walking. The lamb comes with a feeding bottle and makes noises when drinking from it. The Baby Annabell Interactive Potty retails at around £14.99,

HASBRO My Little Pony fans are catered for this year with a series of new dolls based on the hit brand. The My Little Pony Glamour Glow Rarity lights up and comes with a decoration for her horn. Kids can decorate her with the stickers and then style her hair and tail with the four hair clips. Elsewhere, the My Little Pony Equestria Girls Rainbow Rocks Dolls are stylishly dressed in ultrachic outfits featuring candy colours and a sassy glasses. Each doll boasts a ‘cutie splash’, which are unique designs similar to the cutie mark on her pony alter ego. Finally, the My Little Pony Equestria Girls Rockin’ Hairstyles Dolls come with outfits and wings so that they 58 May

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while The Walking Little Lamb will be retailing for around £29.99. 0845 0533 333

John Crane has introduced a whole range of brand new toys that little ones can engage with. The Our Generation range is about girls growing up together and creating the narrative of an extraordinary generation. The line includes hair play and retro dolls, as well as 18-inch non-posable regular dolls such as Holly, which comes complete with a stylish faux fur autumnal

outfit accessorised with matching shoes and tights. The Our Generation range will also welcome horses and foals for children and their doll. On top of dolls, horses, and outfits, there is an Our Generation range of vehicles from scooters to 4x4s. A Retro Cruiser features a real FM Radio that plays songs, working lights and removable roof. 01604 774 949

just like a growing newborn. She also features a twopiece outfit that includes a hooded baby bear towel. Also new to the Berenguer Boutique range is the Niko sculpt. The set includes a five-piece outfit that features corduroy short overalls with matching undershirt, socks and hat. In 2016, the firm is

reintroducing the limited edition Carlos and Valentina sculpts to collectors. As with all Bebé Real Dolls, each doll is hand inspected and signed by designer Salvador Berenguer. Each soft body doll features a weighted body, posable limbs and are dressed in Tutto Piccolo clothing. 001 800 422 2244

JC TOYS are ready for the Rainbow Rocks Mane Event. Consumers can accessorise each doll with the included earrings to polish off the Equestria Girls rocker look. 020 8569 1234

JC Toys has unveiled its new 2015 creations for the Berenguer Boutique Babies line of realistic dolls. The La Newborn dolls represent the majority of the Berenguer Boutique line and showcase the attention to detail and realism that JC Toys is known for. La Newborn dolls boast sculpted faces, hands and feet with soft huggable bodies, while the Carrying Basket Gift includes a soft blanket to keep the doll warm and a carrier basket for easy portability. Elsewhere, the firm’s original All Vinyl La Newborn features a new hand sculpted face. She is a life size 15” doll with realistic hands, feet and a belly button. She is dressed in her first knit outfit that matches with her hat, booties and blanket. JC Toys’ new La Newborn Moments set features an all too common look from hungry, upset, tired newborns. The sculpt is a life-size 17” doll that sits up

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DYNAMIC LIGHTS AND SOUNDS TEST HIS BRAIN POWER

QUICK-WITTED, SMART TALKING, KNOW-IT-ALL!

ROBOTIC MOVEMENTS BATTLE I-QUE AT GAMES

OOPS!! I LAUNCHED A TURBO!

TV campaign commencing July

HE KNOWS

Cross-platform marketing campaign

MILLIONS

OF THINGS!

K I D SA F E INTERNET

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PLAY ON LINE OR OFF LINE

21/04/2015 15:47

SECTOR GUIDE: ACTION, BUILDING, BLASTING & MORE

Action heroes Whether it’s collecting, building or simply all-out action, the market formerly known as ‘boys’ boasts it all. This month, Robert Hutchins investigates the products destined to keep kids playing with real tenacity LEGO LEGO enjoyed a vastly successful 2014, fuelled by the nation’s love for The LEGO Movie. The firm held five of the top ten new toys for the year, attributing its success to not only the cinematic release, but core lines

including LEGO City, LEGO Star Wars and both DC and Marvel Super Heroes. This year, LEGO aims to keep momentum going with new LEGO City, LEGO Ninjago, LEGO Minecraft and LEGO Legends of Chima sets.

Exploration is key to the LEGO City line this year, with new introductions to the brand’s sub-ranges: Great Vehicles, Demolition and Swamp Police. The firm will also launch Deep Sea and Space themes for the second half of the year. Meanwhile, 2015 marks the return of Ninjago as new Masters of Spinjitzu episodes air on Cartoon Network and LEGO launches an extensive product range to match. New Airjitzu Flyers will launch in the second half of 2015, and each will feature a ripcord to send ninjas spinning into battle. With 71 per cent share of the market, LEGO is the

number one Star Wars toy licensee, and in its big movie year, LEGO has unveiled an assortment of sets including the first constructable figures in the brand’s history. LEGO Marvel Superheroes and LEGO DC Comics Superheroes continue to flex their muscles this year with sets based on key scenes and characters from the upcoming blockbusters Avengers: Age of Ultron and Ant-Man, while six different DC Comics Justice League sets are now available, including Batman, Wonder Woman, Green Lantern, Superman and more. Elsewhere, LEGO Technic continues to challenge kids with new models such as the Le Mans style 24 hour racer, while the LEGO Speed Champions brand has partnered with Ferrari, McLaren and Porsche to launch seven new sets based on iconic cars and races. LEGO Minecraft is building on the success of last year

tracks and help build the ultimate Epic Race. The Hot Wheels brand will be supported with an extensive marketing and PR programme, with YouTube advertising, partnerships with leading boys’ magazines, as well as with the Scouts Association. Furthermore, the brand is bolstered by a host of new launches this summer, including the TV advertised Track Builder Spiral Stack Up and Super Speed Blastway with a die-cast car assortment including collaborations with Marvel’s Avengers: Age of Ultron and Spider-Man. Autumn/winter sees the Super Speed Blastway continue to pick up pace

with the launch of Nitrobot Atack, Track Builder Lava Launcher and new Porsche Anniversary and James Bond die-cast car assortments. Elsewhere, Mega Brands launches a new range of buildable Minions characters to support the release of the upcoming movie this June. SpongeBob and Terminator: Genisys also await their cue this summer. A new full year range from Minecraft allows fans to create quests with new figures inspired by the popular game, available in three pack and single blind pack assortments. Disney Pixar’s Cars launches the System Mack Transporter as well as a

Character Car assortment and Ice Racers range this season, while Disney Pixar’s Planes continues with its popular range. WWE introduces the new Create a Superstar and Customise a Superstar Figure Assortments this autumn/ winter, while Mattel’s Batman range welcomes a six-inch figure assortment featuring DC Super Heroes and Villains. 01628 500 000

with four new sets launching this autumn, including The Dungeon, which was named as one of the best new toys for 2015 at London Toy Fair. While the re-launch of LEGO Bionicle promises to engage a new generation of kids in one of LEGO’s most iconic brands, the firm’s Legends of Chima line will also expand with new play-sets and pocket money tribe packs. Jurassic World receives a LEGO makeover with six sets to mirror scenes form the upcoming film, while five new Scooby-Doo play-sets will launch. Elsewhere, The Simpsons LEGO Minifigures return for a second season this year, while a Monsters themed collection readies for an autumn release. Completing the lineup, LEGO continues its partnership with Cartoon Network for three new waves of LEGO Mixels. 01753 495 000

MATTEL It’s an impressive portfolio from Mattel this year, with some of the world’s most popular boys’ brands and licences, including Hot Wheels, Disney, Star Wars and Minions. The number one boys vehicle brand, Hot Wheels, sees the launch of The Connectors this spring, a group of four boys with a penchant for adrenalinefuelled adventures. A series of 11 videos will see The Connectors complete Hot Wheels challenges to inspire youngsters to become track masters themselves. The Hot Wheels brand will be visiting key locations across the UK this autumn to give kids the chance to race on Connectors themed www.toynews-online.biz

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SECTOR GUIDE: ACTION, BUILDING, BLASTING & MORE FLAIR It’s an enviable collection of wrestlers, warriors and ninja hero action figures making up Flair’s boys’ market portfolio this season, with World of Warriors, TMNT and Mutant Mania waiting in the wings. World of Warriors is a major focus for the firm this year with the launch of 120 collectable figures based on the popular World of Warriors digital community from Mind Candy. Leading the range is the Battle Fortress play-set allowing fans to emulate gameplay, while the Deluxe Action Figures represent lead characters from the popular app. Elsewhere, the Teenage Mutant Ninja Turtles Mutations range has got off to a ‘flying start’ as

the mix and match action figures continue to excite the market. Each figure comes with interchangeable arms, legs and heads for endless combinations. The Turtles brothers also feature in the Mutation Deluxe Figures, changing from pet turtles to acrobatic ninja in seconds, while the Turtles Mutations Vehicle and figure sets transform from flight to fight mode. Q3 also sees the launch of the Mutations Giant Leo Playset, standing at 24 inches tall and offering plenty of features to discover. Not to be outdone, the classic TMNT figures take on new scale proportions, with the autumn launch of the Hand to Hand SFX figures with ninja action sounds. Half Shell Heroes

VIVID 5-4-3- you know the rest... Yes, Thunderbirds is back and this season, Vivid is launching a complete range of figures, vehicles and playsets to celebrate its return. The toys will be launching in July and the range will include 9.5cm articulated figures of all the Tracey brothers and the Hood (each retailing at £7.99), Thunderbirds vehicles with sounds (£9.99 to £16.99), Supersize Thunderbirds Two playset (£39.99) and the hero product: the interactive Tracey Island (£79.99). A Vehicle Superset and an International Role Play Uniform will also feature. All the vehicles are compatible with the Tracey Island play-set, allowing kids to play out scenes from the TV series.

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also continue to delight the pre-school scene with action figures for younger children. Heroes of the range include the Super Sewer HQ, Electronic Shellraiser and the Mega Mutant Leo.

The spring launch of Mutant Mania saw wrestling meet mutant collectables, and after a successful US rollout from Moose Enterprise, Flair is looking to continue its success.

With detachable body parts, 121 characters from Round One can be mixed and matched by children to create a colossal 1.8 million combinations. 0208 643 0320

HASBRO Meanwhile, this spring/ summer sees Vivid introduce the i-Que Intelligent Robot. Retailing at £64.99, i-Que is a quick-witted, smart talking braniac, boasting jokes, trivia, sound effects, quizzes and games designed to entertain kids and adults alike. i-Que is also articulated with a motorised waist and a jittery thinking cap to make him fun to watch. Completing the line-up is the artificial intelligence racing system known as Real FX (£99.99). The system is designed to provide the most realistic driving experience in RC cars, with a modified Sensor Track enabling kids to create over 40 different track layouts. 01483 449 944

This summer, Hasbro hits the road as its iconic brands Nerf and Transformers embark on nationwide tours spanning six weeks and visiting key cities across the UK. The Nerf Vault and Transformers Truck tours have been designed to get products into the hands of kids all over the country, supporting a raft of new releases this season. The Nerf line-up is looking extensive this month, lead by the Nerf Modulus ESC-10 system, a blaster featuring motorised blades that can be configured more than 30 ways to make any Nerf mission possible. The blaster comes with a precision scope, stock integrated clip storage,

dual rail barrel and more, all designed to enhance play. Meanwhile, under the Nerf N-Strike banner arrives the Elite Modulus Flip & Clip upgrade kit, featuring 24 N-strike Elite darts for high capacity, and the Modulus Stealth Ops Upgrade Kit with a red dot sight and close quarter barrel to keep players undercover. Joining the N-strike brand is the Strike and Defend Upgrade Kit and Modulus Long Range Targeting Upgrade. Elsewhere, kids can hit the turf and wipe out the lurching undead with the highest capacity Zombie Strike Blaster to date, the Nerf Zombie Strike Doominator. The hardcore blaster fires 24 Zombie Strike darts without reloading.

Finally, the Nerf Mega Rotofury unleashes a rapid fire fury of ten Mega Whistler darts via a rotating drum, all without the need to reload. Of course, it’s not all Nerf, and with the new Transformers RID Mega Optimus Prime, the leader of the Autobots is back and fiercer than ever. Optimus Prime can be converted from robot mode to semi-truck mode in three steps, then transformed back again when the battle calls for it. Kids can unlock the Mega Optimus Prime using the Transformers robots in Disguise app by scanning their figure’s badge and watching him come to life. 0208 569 1234

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SECTOR GUIDE: ACTION, BUILDING, BLASTING & MORE SAMBRO Sambro is out to impress this season as some of the most popular licences of 2015 make up its portfolio of boys toys. Leading the ensemble is the Avengers: Age of Ultron collection. Backpacks and arts and crafts ranges populate the collection, while the popular magnetic scribblers have been given an Avengers makeover for hours of drawing fun.

BANDAI The Avengers collection also features pocket money outdoor items including bubble wands, skittles and more. Swimming masks even allow kids to emulate their favourite hero while making a splash in the pool. Sambro is expecting to see demand for Minions ‘sky rocket’ this year, when the Minions movie hits cinemas across the UK.

POSH PAWS With a stellar line-up of blockbuster movies on the way this year, Posh Paws looks to position itself as the key plush specialist for all your cuddly Star Wars and Avengers’ needs. The Force Awakens hits screens this December and Posh Paws is excited to launch its range of classic Star Wars plush characters including Yoda, Darth Vader, Storm Trooper, Darth Maul, Chewbacca, C3PO, R2D2 and more. Posh Paws is also celebrating the launch of Marvel’s Avengers: Age of Ultron with a collection of plush Marvel characters. The Marvel Superhero

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The firm has prepared a collection of filled backpacks inspired by the little yellow fellas, containing stationery, pens and notebooks. The collection features a colouring table for younger boys as well as a wide selection of stationery for older fans, too. Games include the electronic pinball machine with lights and sounds. 0845 873 9380

The countdown is on for the launch of Power Rangers Dino Charge, with new episodes hitting screens this summer. Bandai is on hand with a range of new action figures and role-play toys to help support the series this July. The Dino Charge range features 12.5cm action figures, each sporting a weapon. Also available are the collectable Dino Charger Power Packs featuring two Dino Chargers that unlock features in the role-play and Zor Builder items including the TV advertised Deluxe Dino Charge Morpher. The Dino Chargers can be used to unlock features in the TV advertised Deluxe Dino Charge Megazord, which can morph between

three Dino Zords to form the Megazord. Kids will be encouraged to collect and combine Zord Builder items to create unique Megazord combinations, including the TV advertised Dino Cycles. Meanwhile, the firm has enjoyed great success with ranges based on Disney’s blockbuster animated hit, Big Hero 6. As a result, Bandai is gearing up for increasing demand ahead of its home entertainment release on May 25th. 08456 028 782

K’NEX Squad collection features Hulk, Iron Man, Spider-Man and Thor and is available in a variety of sizes. For parents looking for superhero toys with pocket money prices, Posh Paws offers both Marvel Avengers and Star Wars Mystery Eggs, each including a key-chain figurine, with six characters to collect as well as a sticker, tattoo and an information pack. Pre-school property Jake and the Neverland Pirates remains a popular line for the firm with plush verions of Jake, Izzy, Cubby and Skully available. 01268 567 317

Construction fans can build bigger and faster this year with a host of new ranges from K’Nex, each bolstering the boys market with new ways to get creative. Leading the line-up is the firm’s core collection of building tubs and treasure chests with dozens of inspiring building ideas that have proved popular with the boys’ market time and again. K’Nex is launching into the blaster category this year with the brand new K-Force range. The line of buildable, customisable blasters aim to cater to overwhelming demand. Leading the way in the category is the K-Force Dual Cross, a giant blaster bow with 371 pieces and instructions for five custom blaster builds and buildable targets. The launch will be supported with online content, TV advertising, activities at retail and partnerships with First News, Toxic and Mega. K’Nex Beasts Alive sees dinosaurs and dragons enter the construction play scene, with the X-Flame and

its motorised walking and wing movements leading the charge. A partnership between the firm and National Geographic Kids magazine aims to bring the range to life in print and online. Elsewhere, K’Nex continues to push its coaster themed

construction range with new additions including the tallest K’Nex coaster of all time, the Sky Sprinter Roller Coaster, which can reach over seven foot tall. Super Mario, Mario Kart, Plants vs. Zombies and Titanfall complete the firm’s popular licensed line-up. 0118 925 3270 www.toynews-online.biz

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SECTOR GUIDE: ACTION, BUILDING, BLASTING & MORE RE:CREATION Propelled by a raft of strong results in 2014, Re:creation’ boys’ portfolio steams into summer 2015 with momentum from new launches from outdoor brand Razor, performance launcher Air Storm and more. This season, Air Storm’s FireTek products add a new dimension to launcher play with light-up LEDs and the trademark eye for

GOLDEN BEAR performance. With the bungee launched FireTek Rockets, kids can blast rockets up to 75 metres high and watch the light-up action, while bow fans can enjoy the Air Storm fireTek Z-Curve Bow. With Zonic blaze whistling arrows, the Z-Curve Bow can fire missiles up to 40 metres. Re:creation is supporting the Air Storm brand this summer with a 360 degree marketing campaign, including extensive TV and online activity, as well as a year round PR. Meanwhile, the Razor brand will charge into the summer with a host of new electric scooters and ride-ons. Re:creation set the tone earlier this

VTECH This year has seen VTech launch its brand new Kidizoom Action Cam, billed by the firm as the ‘perfect device for kids to capture their adventures, wherever they go.’ Aimed at children aged five and upwards, the Kidizoom Action Cam (£49.99) allows youngsters to take photos and videos on the go and comes complete with a waterproof case and different mounts for bikes, skateboards and scooters. Kids can record their action, then via the screen on the back of the camera watch their footage and view their photos instantly. Plus, the camera offers the added bonus of photo effects and the ability to create stop motion videos. If that’s not enough, later this year, VTech is launching its Kidizoom Smart Watch Plus for kids aged five to 12 years old. Priced at £39.99, the watch does more 66 May

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year when it launched its first TV campaign for electric scooters, highlighting the E100 and E90. The RX200 now joins the firm’s e-scooter line-up, loaded with a high torque motor and robust tyres for tougher terrain. Of course, Crazy Cart continues to be a key focus for the firm this year and will benefit from further heavyweight TV and high impact PR activity. It will be joined this year by the Crazy Cart XL, for adults, or ‘big kids’. The LEGO Key Lights collection benefits from several new introductions this year, as The Flash completes the DC Heroes line and the LEGO Star Wars range is bolstered with the addition of Han Solo. Re:creation will launch a LEGO Ninjago Key Light range in summer with six characters including Cole, Jay and Zane. 0118 973 6222

Speedy racers, diggers and a host of classic cars are driving Golden Bear’s boys’ portfolio this season with new ranges crossing the Go Mini, JCB and V-Dubs brands. Leading the line-up this month is the Bash ‘N’ Spin Radio Controlled Bulldog, a new addition to the established Go Mini collection. The trigger on the controller activates the radio controlled Bulldog to drive forwards, then the large Bash button makes the vehicle perform donut spins. The vehicle can also bark on command and display real working headlights. New to the My First JCB collection for 2015 is the Build & Go Digger, designed for children as young as two years. Kids can use the screw driver to attach the super-sized wheels and front scoop to

the cab over and over. Big Wheeler Freddie also joins the team this year with chunky wheels and plough, alongside Farm Fun Tractor Tim and RC Doug. Elsewhere, the V-Dubs range for pre-schoolers includes collectable Stylies, Speeders and Custom Chargers. The range of fun vehicles combines laid back motoring with excitement, sped and style. Each is fully customisable using themed sticker sheets. 01952 608 308

CHARACTER OPTIONS than just tell the time. The eight-in-one watch also provides kids with hours of entertainment, from taking photos, videos and voice recordings, to playing one of four pre-loaded games. Youngsters can now connect their Kidizoom Smart Watch to the VTech Learning Lodge to download additional games and watch faces featuring favourite licensed characters. 01235 555 545

Character’s boys’ toys line-up is turning Uggly this summer thanks to the Ugglys Pet Shop, a new world of collectables from Character Options. Presented in two figure pet food cans and eight pet blister packs, the range features 101 disgusting pet characters to collect. From the Stickies to the Rusty Pets, the Ugglys arrive in distinct groups, each aptly named to reflect their grotesque nature. A range of play-sets and vehicles, such as the Gross Home Packs that can be combined and stacked into one multi-story Pet Store, will follow shortly. Launching in May, the Ugglys Pet Shop will be supported by a marketing drive, including a nationwide tour with the Ugglys’ brand ambassador, Mugly the world’s ugliest dog. The tour will see sampling events take place at major UK events, including the Children’s Pet Show in London. This autumn, Teksta the Puppy takes a menacing turn with the launch of the Teksta Scorpion, featuring

new interactive technology such as an IR remote that allows for 360 degree realistic movement. The Scorpion features giant pincers for getting a grip of things during battle. Elsewhere, target practice takes on a new twist with Character’s Zombie Blast, a shoot-emup game where kids have to defeat the walking dead before time runs out. Players have just 30 seconds to complete the battle, by pointing the

weapon and hitting the target. Three shots on target, the arm blasts off; six and he’ll be armless; three more and the Zombie topples. Finally, Wild Pets is a range of furry, realistic giant spiders with the ability to scurry along the floor and are controlled by touch. With LED light up eyes that change colour to indicate their mood, Wild Pets will be available as single packs or complete with their own habitats. 0161 633 9800

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SECTOR GUIDE: ACTION, BUILDING, BLASTING & MORE JAZWARES Jazwares’ latest release, the Terraria Biome playsets, are destined to have fans of the award-winning, action-adventure video game getting excited this summer. Allowing Terraria fans to connect the 2D virtual world with 3D reality, the play-sets will be available from August and retailing from £24.99 for single-level sets to £69.99 for the MultiBiome set. The Multi-Biome set features more than 50 pieces and stands at over 18 inches tall with three levels of play. The set also includes an exclusive Molten Armor figure and the single-level Hallowed and Corruption Biomes are interchangeable, enabling fans to build and expand their Terrarian World. The play-sets complement and extend the gameplay for the firm’s increasingly popular Terraria action figure assortment.

BLADEZ Jazwares reports that Terraria is performing ‘phenomenally well’ and the extensive new range is a result of increasing demand. Further boys’ character ranges from the firm include Adventure Time, Plants vs. Zombies, Teen Titans Go! and Flick-to-Stick Bungees. Meanwhile, Jazwares’ Blueprints paper craft range currently features Avengers and Teenage Mutant Ninja Turtles sets. This autumn/winter will see the firm launch its Star Wars collection, featuring the likes of the iconic Millenium Falcon. The Star Wars Paper Craft Millenium

TOP RACE It’s a busy year in the UK for Top Race, as the firm continues to push its latest line-up of land loving vehicles and flying gadgets. The firm is literally shifting the earth this season with its collection of RC Excavators, including the Three Channel Excavator Construction Tractor and the Seven Channel Full Functional Excavator Construction Tractor. Detailed to look like the real thing, the Three Channel Excavator boasts RC forward and backward movement, while its excavator arm can move up and down. Taking to the skies, Top Race’s drone selection ranges from Mini quads with in-built cameras to Fighter Jet-style

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Falcon Set challenges fans to complete the Kesel Run in 12 parsecs while evading the Empire by building the 16-inch Millenium Falcon. The set includes Han Solo with blaster, Chewbacca with Bowcaster, Millenium Falcon Cockpit and, of course, the 16-inch Millenium Falcon. 0203 598 0270

The creator of Jumbo Radio Control Inflatable toys, Bladez Toyz has brought some of the most iconic characters to the world of RC, including faces from Star Wars, Despicable Me and Big Hero 6. Each product boasts impact-activated sound effects, 2.4 GHZ controls and a ‘try me’ feature on the retail packaging. New for this year is a line-up of Minions and Star Wars characters ready for autumn/winter 2015. Also available from Bladez this year is the new Mycropodz range, a collection of Super Micro RC gadgets. In-keeping with today’s toy market trends, Bladez has engineered the super-nano, 6cm Quadcopter, complete with four channels, 360 flip capabilities,

LED lighting and protective safety rotor guards around the blades. Topping off the collection is the officially licensed Volkswagen RC Micro Bus, compatible with the handset inspired by the front end appearance of the VW bus. Modelled on the classic 1962 split-screen camper and available in a variety of colours, the Micro Bus, according to Bladez, is set to top every VW enthusiast’s wish list. 02392 658 255

Y video games for the Nintendo 3DS at the end of 2013 has been a massive boost for the brand, as have cross category advertising campaigns linking the Pokemon TCG to the video game range. According to the NPD Group, annual sales of the Pokémon TCG in 2014 were up more than 30 per cent on the previous year and this resurgence shows no sign of slowing down, with Q1 sales already up a further 29 per cent over the same period last year. Tomy, the master toy partner for the hit brand has also grasped the opportunity to introduce new Pokémon X and Pokémon Y products. Tomy’s success is now expected to continue well

into 2015 with the launch of new figures and toys to support Pokémon’s latest releases for Nintendo’s 3DS platform, Pokemon Omega Ruby and Pokémon Alpha Sapphire. A range of articulated figures have been produced in relative scale, giving kids the chance to accurately recreate the world and inhabitants of Pokémon. Also new for 2015 are key toy lines, including Ash’s Arena Challenge, Battle Moves Pikachu and an interative Pokedex. A brand built on key elements of interactivity and technology, Pokémon continues to evolve with fresh technology, new characters and fresh settings, boding well for the next 20 years. Esdevium: 01420 593 593 TOMY: 0208 722 7300

POKÉMON drones. Leading the range is the 3D Tumbling Ladybug Four Axis Four Channel 3D Micro Quad Copter. The mini drones boast full movement and can hover, ascend, descend, move left, right, up and down and perform 3D tumbling actions. The Quad Cam Four Channel Quad Copter arrives with a built-in video camera and boasts a sixaxis gyro system. The firm also has the F22 fighter Jet Four Channel RC Quad Copter (a fighter jet styled quad), the TR-808 Mini Six Channel 3D Stunt RC Helicopter and the Three Channel Indoor RC Blimp. With a charge time of around 40 minutes, the F22 Jet can remain airborne for 12 minutes of flight time. info@toprace.com

In the late Nineties, Pokémon captured the hearts of children with the launch of Pokémon Red and Pokémon Blue on Nintendo Game Boy. Today, the franchise has embraced TV shows, movies and a host of licensed products such as the ever-popular Pokémon Trading card Game. The Pokémon Company International’s family of products now includes video games and an extensive range of toys and more. A major sales success and an evergreen pillar of the brand’s playground success, Pokémon TCG is a market leader with 20 billion cards sold to date. In the UK, Pokémon works with Esdevium to release four key expansions a year, in addition to gift tins and collectors’ item box sets. The launch of the Pokémon X and Pokémon

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SECTOR GUIDE: ACTION, BUILDING, BLASTING & MORE TRENDS UK REV is the new range of appenabled Robotic Enhanced Vehicles, built for battle with the ability to think and fight for themselves. Each REV Starter Kit comes with two speciallyequipped vehicles and can play a host of games including chase and evade and capture the flag. The next generation of MiP takes us back to the prehistoric ages with the WowWee MiPosaur, a highly intelligent robotic creature with evolving intelligence and personality. It can sense its own surroundings and environment, and interact with them in a lifelike way. MiPosaur has sturdy balance and comes with an interactive trackBall, equipped with BeaconSense technology,

LE TOY VAN with which the robot can chase, play with and guard. With the Haynes Build Your Own Engine Kits, kids can build a fully working combustion, V8 or motorcycle engine. The award-winning series reproduces the noise of real engines and comes with all the parts, electric motor, illuminated spark plugs and a Haynes style manual to build the sets. Suitable for ages ten plus, the engine sets are available from £39.99 to £49.99. Also new this year, will be the Haynes Build Your Own FM Radio advent calendar, offering kids the chance to collect 24 parts each day to build a working FM radio. The calendar is available from Trends UK for £19.99. 01295 768 078

SPIN MASTER As Netflix prepares to exclusively air a new How To Train Your Dragon TV series this summer, followed shortly after by CBBC and Boomerang, Spin Master readies a host of never before available characters and figures from the franchise. The firm’s Dragons range for 2015 features the new Dragons Egg, the Bucket of Dragons and a host of Dragon Riders figures. The Dragons Egg contains four pocket-sized, mini dragon figures, while the Bucket of Dragons offers a selection of 18 dragons and seven Vikings. Elsewhere, for the first time, kids can play with their favourite Dragon and Rider together, from Astrid and Stormfly to Hiccup and Toothless. Dragon Riders come with the addition of a Viking, their signature weapon and the ability to ride any dragon. Fans will also be able to re-enact Toothless and Hiccup’s battle against the Armoured Dragon, www.toynews-online.biz

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launching missiles to free the dragon’s armour. Both Dragon Riders and the Toothless and Hiccup Vs. Armoured Dragon will be TV advertised this spring. From Dragons to robots, and Spin Master’s Meccano Meccanoid G15 and G15KS was the talk of the town when it was unveiled at this year’s London Toy Fair. Meccanoid uses its on-board Mecca Brain and voice recognition to say phrases, crack jokes, offer facts, play games and give high fives. The entire Meccano range will boast a new look from this autumn, with new pieces featuring metallic treatment, new tools and fresh packaging. 01628 535 000

It’s an ‘ahoy me hearties’ from Le Toy Van this season as the firm hoists the anchor and celebrates the maiden voyage of its Jolly Painted Wooden Pirate Ship. The pirate ship arrives laden with a crow’s nest, a ‘walk the plank’, rigging, a spring loaded firing cannon, a wind-up anchor, a deck trapdoor, a helm, a figurehead and a rear opening for access to the ship’s stern. What’s more, the ship is perfectly scaled for the

firm’s collection of Budkins characters, standing at around 10cm tall. The Pirate Ship is one of a selection of three and can be teamed up with the pirate playmat – available in two sizes – and Budkins hand-finished poseable characters, available in both single and triple packs. Meanwhile, spring sees the arrival of a range of new toys, from pocket money rockets to classic wooden painted garages.

Le Toy Van’s wooden garages are complemented by a selection of detailed playmats and the firm’s top selling vehicle sets. Le Toy Van has seen a recent spate of award success, claiming the Best Value Under £10 and Best Role Play accolade in the Best Toy Award Right Start Magazine, as well as scooping a Progressive Pre-School Award for Best Pre-school Toy. 020 8979 2036

Playing Cards, a collection of 36 giant sized playing cards each with a picture of heroes and villains from Batman’s city, and the DC Super Friends Dominos. The set sees numbers replaced with pictures of DC Super Friends favourites and is designed to help kids have fun while learning the concept of dominos. Elsewhere, Fireman Sam remains a popular choice among boys aged three and upwards, and Jumbo is

tapping into this with a nine-in-one puzzle bumper pack based on the popular children’s character. Each puzzle features characters from Pontypandy, including Elvis Cridlington, Station Officer Steele, Norman Price among others. Each one depicts different fun scenes from the show and will enable kids to develop their own puzzling skills. 01707 289 289

JUMBO GAMES Established in 1853, the Royal Jumbo Group is one of the oldest toy companies in Europe. Present day, and the number two manufacturer in the children’s puzzle market is presenting a portfolio lined with popular brands such as Peppa Pig, DC Comics, Frozen, The Good Dinosaur and more. Jumbo kicked-off 2015 with the announcement of signing a European licensing deal with Warner Bros. to produce a series of Batman and DC Super Friends games and jigsaw puzzles. As the hype around the upcoming Batman vs. Superman: Dawn of Justice film begins to ramp up, the firm is delighted to have the Batman brand on board. Key products launching under the new licence include Batman Giant

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SECTOR GUIDE: ACTION, BUILDING, BLASTING & MORE WOW STUFF As the world awaits the arrival of Universal’s Jurassic World, Wow Stuff has teamed with the Natural History Museum to launch the Excavate and Build kits, the Dig and Discover collection and prehistoric Jurassic Egg. The palaeontologist approved kits boast scientific credibility that others don’t. These kits encourage kids to grab a chisel and chip away at the block of clay to uncover some ancient dinosaur bones. Once all the bones have ben unearthed, kids can then build their creature, sapnning anything from a T-Rex to Mammoths or Neanderthals. For kids aged five and upwards, The Natural History Museum offers ranges suited to all learning abilities and the Dig and Discover packs are designed to get budding palaeontologists exploring. Elsewhere, the Jurassic Eggs can be cracked open to expose a number of

FIZZ CREATIONS

bones, each of which can be pieced together to build a dinosaur. Each egg includes fun facts to let the proud owner get acquainted with their discovery. Taking to the skies this summer, TX Juice presents Ai Drone, the first in the world with patented Auto Take Off system at the press of the Juice button.

TOBAR There’s a wealth of boys’ toys hitting shelves this summer courtesy of Tobar, from classic wooden cars and truck to Zuru’s RoboFish, Turtles and more. Tobar’s wooden toy range features retro designs, aimed to appeal to both pre-school children and parents alike. The collection includes best sellers like the wooden car transporter, bus, fire engine, police car and ambulance. Each includes free spinning wheels combined with classic designs. And for car fans, Tobar continues to deliver as the UK distributor for Bburago, a firm that has recently secured an exclusive worldwide licence deal with Ferrari.

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We all know there’s nothing better than a water fight on a hot summer’s day, and Fizz Creations believes it has the coolest collection of hydro artillery. Leading the troops this season is the Giant Water Cannon, a mains fed blaster allowing kids to attach a hose for an unstoppable water fight warrior. The Water Cannon comes with its own tripod

to mount the blaster for prolonged attacks. A new favourite for the firm is the Fast Filling Water Bomb Frisbee, teaching anyone who can’t master catching a wet lesson. All the Fizz Creations water bombs are fast filling and knot quickly, so you don’t have to waste time when in the midst of a water battle. 01903 327 006

HTI’s die-cast vehicle range, Teamsterz, aims to deliver high levels of detail and play value across die-cast vehicles, play-sets and tracks. Following the launch of the new 1:64 scaled vehicles this spring, HTI is welcoming a range of real life and fantasy themed track sets this summer. Barrel Bash, Billboard Bash and Barricade feature movie-esq stunts, wheel-to-wheel racing and ‘winner takes it all’ action. Meanwhile, the

fantasy collection is all about dinosaurs, with The Velociraptor, Raptor and Triceratops track sets featuring loop-theloop tracks along with 3D dinosaur themes. Finally, HTI scooter brand Ripp introduces the Dirt Rider, R500 and R900 all with a more mature styling. 01253 778 888

With the Auto Take Off, Auto Hover and Auto Land systems, kids can enjoy taking to the skies just like professional pilots. The Ai Drone is designed to fly indoors and out and packs a 2.4 GHz Hobby grade chip meaning kids can fly as many Ai Drones as they want at the same time. 0870 054 6000

HTI Tobar has over 100 models in stock, including Ferrari Signature series, Ferrari Race and Play and Ferrari Racing. The team also introduces a range of RC models from Maistro and Syma, featuring the Extreme Beast and Quadcopter. Completing Tobar’s extensive portfolio, and joining Zuru’s popular RoboFish, are the new line of Zuru Turtles. The Turtles are launching later this year and boast lifelike movements and bright colours. Tobar claims the range is ‘a wonderful addition for any retailer.’ 0844 573 4299

Some of the year’s biggest brands line up to join HTI’s burgeoning portfolio of boys’ toys this season, from the Minions to JCB. As Minions prepares to hit screens this summer, it’s no surprise the brand is leading the way for the firm this year. HTI will be launching two Minions Character Cases to its popular novelty character case range. Both are full of content for indoor and outdoor play and retail at £12.99. Bob is all about catching bananas with his unique banana grabber, while Stuart is focused on making music with his banana shaped harmonica, ukulele and maraca. Meanwhile, JCB continues to be supported with an extensive range of JCB toys. New for autumn/winter 2015 is the Backhoe Digger sand play vehicle, featuring caricatured styling and a free-moving digger arm.

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OBSERVATIONS 0F A TOY INDUSTRY SURVIVOR

Jon Salisbury ALBERT EINSTEIN is credited with the following quote: “Insanity: doing the same thing over and over again and expecting different results.” It was in this vein that analyst Quick Draw Capital pondered Mattel’s prospects before CEO Bryan Stockton left the company. ‘Mattel repeats the same mistakes over and over and expects different outcomes,’ said Quick Draw Capital. ‘This time, the mistake is solidifying the turnaround management team out of people who helped get Mattel into the decline they’re in now.’

that he had just bought some shares, so confident is he of a turnaround. Barbie was bound to be down in 2014, and is very likely to bounce back – due to the massive Frozen phenomenon at toy retail, all other girl targeted brands were bound to be impacted by hundreds of millions of dollars heading in the direction of the Frozen franchise. When you look at any long-term perennial brand in the toy business over time, they all suffer from peaks and troughs dependent on how impactful the latest round of product development

Barbie is still a huge global powerhouse of a toy brand, which is still a huge asset for Mattel. Mattel’s 2014 full year results saw operating income down from $1.17 billion to $653.7 million. However, recent changes are already starting to make a positive impact. “In the first quarter [of 2015], we took a number of steps to implement a rapid turnaround at Mattel,” said Christopher Sinclair, Mattel chairman and CEO. “We are already benefitting from better decision-making, alignment and enhanced accountability.” Mattel shares actually rose by 7.6 per cent after Q1 2015 sales beat expectations. Consultant Steve Reece thinks Mattel’s travails are temporary and confessed

Follow me on Twitter @jonsalisbury

Peaks and troughs are par for the course for any long-term toy brand, but when something in the wider entertainment space – like Frozen – comes along, there is bound to be an impact, says our columnist

the theme of childhood - is the biggest complex of children’s stores in the world, according to HalsDevelopment, the subsidiary of state banking group VTB that transformed the building’s interior. The mall also boasts the biggest clock in the world, with five tons of metal solemnly launched into motion before an audience of more than 1,000 people, among them Moscow Mayor Sergei Sobyanin. But is Moscow just retreading past successes when the Soviet Union was at its peak? Weren’t they darker days of tense international relationships and would Einstein be accusing the country of insanity?

is and by the broader kids entertainment universe. Barbie is very likely to bounce back, at least to some degree, as the Frozen furore cools. And regardless of any bounce back, Barbie is still a huge global powerhouse of a toy brand, which is a huge asset and stability factor for Mattel. Meanwhile, in Russia, in a burst of old school Soviet pomp and ceremony, the Soviet Union’s biggest toy store reopened to a new generation of children. With more than 100 stores spread over 73,000 square metres on seven storeys, the Central Children’s Store - really a shopping mall centered on

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

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