ToyNews January/February 2016 by Biz Media Ltd

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No. 169 l January/February 2016

Retail l Licensing l Pre-School l Marketing 35 Toy Like Me Rebecca Atkinson on how her campaign for better disability representation in toys is developing in 2016

39 30 Under 30 Our feature highlighting the brightest young sparks in the toy industry is back

48 Monsters Inc We go inside the office of Big Monster Toys, the firm behind some of the industryâ&#x20AC;&#x2122;s top products

58 Just Doh It As Play-Doh turns 60, we take a look at the fascinating history of Hasbroâ&#x20AC;&#x2122;s iconic brand

Game-changers They came, they saw, they changed the way we played. We asked manufacturers, retailers and inventors for the 20 toys and games that have most shaped the industry and the votes are in. Read on to find out what has cracked the list

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CMY

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WELCOME

MEET THE TEAM Billy Langsworthy Editor blangsworthy@nbmedia.com

Robert Hutchins Deputy Editor rhutchins@nbmedia.com

Jade Burke Staff Writer jburke@nbmedia.com

Jodie Holdway Sales Manager jholdway@nbmedia.com

Sophia Freeman Senior Account Manager Sfreeman@nbmedia.com

Brenda Normile Sales Executive Bnormile@nbmedia.com

James Marinos Production Executive jmarinos@nbmedia.com

Nikki Hargreaves Designer nhargreaves@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. nToyNews circulation is 17.1% higher than its closest competitor nToyNews has 100% named circulation and 0% duplication.

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CONTENTS

COMMENT

Regulars

The innovation game

08 News 14 Campaign of the Month 14 Playtime 16 NPD Analysis 18 Industry Movers 20 Industry Opinion 24 Crowdfunding Focus: Paper Shooters 98 Toy Shop UK 234 Jon Salisbury Licensing.biz 69 Cover 70 News 73 Licensing Hot List 80 Big Interview: Disney 83 Big Interview: Nickelodeon Pre-school (sponsored by VTech Baby) 85 Cover 86 News Retail 89 Cover 91 2016 Retail Survey 100 Indie Profile To see what special features are in this bumper edition of ToyNews, turn the page.

Whether it opened the industry up to the potential of licensing or created an entire new toy category, our ‘20 toys that changed the industry’ are all game-changers in their own right.

YOU’VE EATEN too much, drank a fair bit and have likely already forgotten your New Year’s resolution. Luckily for you, there’s no time to worry about any of this as toy fair season is upon us once again and the team has put together this special issue of ToyNews to help kick off your year in the best way possible. We all see rafts of new toys and games hit the shelves each year, but how many can truly stake a claim to have changed and shaped this industry over the decades? Whether it opened the market up to the potential of licensing or created a brand new toy category, we asked the industry for the ‘20 toys that changed the industry’ and the votes are in. They’re all game-changers in their own right and we’re excited to share the results with you. This issue also sees the return of our 30 Under 30 listing in association with Gameplan Europe, showcasing the brightest young talent in the industry. Myself, Rob and Jade all qualify of course, but in the interest of fairness, we’ve avoided the temptation to stick ourselves in. We’re also shining a spotlight on firms set to blaze their own trails in the toy space this year in our chat with Big Potato on its new distribution project, a catch up with The Toy Store on its 2016 plans and an interview with the brain behind Kickstarter’s most successful project to date, Exploding Kittens’ Elan Lee. All this, plus a roundtable with industry heavyweights on their prospects for the year ahead, a fascinating look at the history of Play-Doh, a piece on how tech toy firms can best protect themselves against hackers as well as an in-depth focus on how toy properties are set to take the big screen by storm over the next few years. We even trekked over to Chicago to continue our focus on inventors with an exclusive trip inside the incredible office of top invention agency, Big Monster Toys. Be warned, it may leave you feeling a little low about your own workspace (unless your office too houses giant creatures). We have another exciting year in store, with regards to the industry as well as developments for the ToyNews brand. We’ll be at stand E2 during London Toy Fair, so do come and say hello (biscuits, crisps and daiquiris are all welcome/encouraged). blangsworthy@nbmedia.com

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CONTENTS

Toys that Changed the Industry.........................27

Spring Fair .............................................................................................................. 103 If you’re heading to the NEC in Birmingham, then our guide will inform you of all the exhibitors and what they’re showcasing at this year’s Spring Fair. Industry Roundtable ..............................................36 30 Under 30 (in association with Gameplan Europe) ......39

Toys on the Big Screen .........................................44 Interview: Big Monster Toys...................................48 Interview: Bananagrams ..........................................53

Spielwarenmesse ................................................................................................. 121 Plan ahead for your trip to Nuremberg, with our guide to some of the hottest products that will be on display throughout the expansive show.

Anatomy of a Blockbuster: Play-Doh ................58 Interview: Exploding Kittens ...............................62 2016: Year of the Superhero ...............................65 My First Year as an Indie .......................................96

Toy Fair.................................................................................................................... 139 It’s the big one, and with our guide you can find out what will be at Olympia, as well as getting some hangover tips from our experienced show goers.

Come and visit Cartamundi at stand H1 at the UK Toy Fair to chat more about adding these great value cards to your range.

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

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Some friends just

never get old!

and still top selling infant lines after 6 years* Order now 01895 202 840 Or visit leapfrog.co.uk *Ranked within the top 20 infant lines as documented by NPD POS Service for full years 2009 â&#x20AC;&#x201C; 2014, and YTD August 2015.

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NEWS

DC Super Hero Girls to shake up doll market, says Mattel “Like when we launched Barbie in 1959 and with Monster High – we continue to disrupt play patterns,” Mattel’s VP and country manager for UK, Ireland and Nordics, Dominic Geddes, tells ToyNews By Robert Hutchins MATTEL IS confident of more success in the fashion dolls market in 2016, thanks to the demand for Barbie and the potential of its new action dolls line, DC Super Hero Girls. Over recent months, the global toy vendor has made no secret of the challenges faced in the sector, with declining sales of its fashion doll brand Monster High among its concerns. However, having seen Barbie enjoy a ‘very strong’ finish to 2015, and high demand for DC Super Hero Girls, Mattel maintains that it is now on for a successful year ahead in the sector. In the US, Barbie once again stormed to success with a rate of growth reaching ‘very strong double figures’ in 2015, and on home soil, Mattel’s VP and country manager for UK, Ireland and Nordics,

Dominic Geddes is “very pleased” with the brand. Now with the 2016 previews whipping up excitement, Geddes says that reaction to the autumn/winter 2016 Barbie lines has been great. “For Mattel, we have had a very strong finish to 2015

and we are particularly pleased with Barbie, especially in the last eight weeks of last year,” Geddes told ToyNews. “I wish the UK was able to replicate the growth of Barbie in the US, but in overall terms we are positive about the

year ahead. Our brand performance and category line-up is very strong.” Elsewhere, the Monster High collection is set to benefit from a new brand campaign that will see the line-up of ghouls re-enter the market in the second half of the year, with a

repositioning for a new generation of girls. The initiative is part of Mattel’s ongoing strategy to bring the brand back up to the same speed it first enjoyed when it entered the market with its positive messaging that ‘inspires girls to be themselves’. Now with a roster of hot properties primed for launch in 2016, Mattel is confident of a successful year across the board. “DC Super Heroes Girls is a really exciting initiative for us,” continued Geddes. “We know that nine out of 10 girls wish there were more superheroes for them – so this product is the result of extensive research to ensure we are delivering what they have been asking for. “Like when we launched Barbie in 1959 and with Monster High – we continue to disrupt play patterns.” Mattel: 01628 500 000

Nitro Circus revs up its push for toy partners The extreme sports brand is looking to launch product across play-sets, construction and collectables By Billy Langsworthy NITRO CIRCUS, an extreme sports brand centred around live shows showcasing freestyle motocross, BMX and skate stunts, is making the leap into the world of toys. The brand, led by extreme sports icon Travis Pastran, also has a presence in TV, and with a new live tour and a deal with NBC in place for this year, Nitro Circus believes the time is right to launch toys. “A key focus for Nitro Circus is the establishment of the toy category, with a focus on innovative design and play pattern 08 January/February

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enhancement,” Peter Maule, global head of licensing at Nitro Circus, told ToyNews. “The brand essence of Nitro Circus particularly lends itself to toyetic play patterns across product categories including diecast, play-sets, construction and collectables. “The ideal partner for Nitro Circus would be a company who sees the value and opportunity to leverage Nitro Circus’s existing global marketing platform and seamlessly integrate products into live shows and omnichannel media.

“Strong channel distribution across a wide section of retail classes will also be an important consideration.” The firm has appointed Lisle International as its UK and Ireland agent for the push into licensing and the brand’s first foray into licensed product is timed to coincide with the arrival of Nitro Circus Live in the UK in February, as well as the inaugural Nitro World Games taking place in July. “Nitro Circus’ rapid expansion in the youth media space has expanded the demand for licensed consumer products around

the world,” added Maule. “Nitro Circus is keen to kick off 2016 with its first ever licensing and consumer products range and is looking for key partners

to help bring great new, innovative products to consumers. Come and be a part of the ride.” Lisle International: 01937586237 www.toynews-online.biz

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Tel: 020 8804 0563 sales@fiestacrafts.co.uk

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NEWS

Go digital and boost physical sales, urges Nomad Games The firm has enjoyed success with the digital version of classic Games Workshop board game Talisman, which has notched up sales of over a million units, as well as triumphed with Backgammon Blitz By Billy Langsworthy INDEPENDENT VIDEO games publisher Nomad Games has urged the toy industry to embrace new digital integration opportunities – and is actively seeking traditional card and board game brands to take to new online markets. The call to action from the Cheshire-based company comes following the announcement of its latest release, based on the Games Workshop Warhammer 40,000 epic The Horus Heresy. Talisman: The Horus Heresy is set for release on PC and Mac formats later this month, with mobile versions of the game to follow in spring.

Nomad Games has enjoyed great success with the digital version of classic Games Workshop board game Talisman, which has notched up sales of over a million units. Conversely, the firm claims that anecdotal

evidence suggests that sales of physical board games are supported by the release of their digital counterparts. It’s this phenomenon which Nomad Games’ MD Don Whiteford wants to highlight to the toy and games industry.

“A digital version of a board or card game doesn’t replace the physical experience and nor should it,” Whiteford told ToyNews. “But what a digital game can do is provide fans with a way to improve their game and enjoy playing it

when it’s not possible to meet with friends. “We launched Backgammon Blitz, a digital version of a very traditional board game in November and feedback from our community of gamers has revealed just that – our players are using it as a tool to improve their game, as well as being able to play online against others across the world. “Meanwhile, in the two years since we released Talisman, players have gone on to buy the physical board game. The digital version has given them the opportunity to try it before they go on to invest in the tabletop game.” Nomad Games: 01925759660

Drones demand takes Top Race to the next level France, Germany and the UK have been highlighted as the fastest growing markets for the R/C specialist By Robert Hutchins US R/C specialist Top Race is gearing up for a ‘big year ahead’ thanks to a roster of new developments within its drones portfolio. The firm rocketed to success in 2014 when the UK was highlighted as its fastest growing international market. Top Race has now replicated this success

thanks to the demand for products such as the TR Q511 drone, RC Motorcycle and 15 Channel Tractor. Across Europe, Top Race has seen the biggest growth in France, Germany and the UK as it reports that the demand for drones is ‘bigger than ever’. “Last year we continued to grow in the drones market,” said Top Race CEO, David Deustch.

“Over the course of 2015, drones became more popular and more affordable. The market is booming and for us, it will continue into 2016.” For 2016, the latest incarnation of the hit TR Q511 drone will feature Bluetooth or Wi-Fi communication, allowing for voice controlled piloting. “The drone market is all about new technology,”

continued Deustch. “There are a lot of drones out there and people are looking for new concepts. We listen to what consumers are calling for in their drones and deliver it.

“2016 is going to be a another big year for us.” Top Race: 02033726767

Soft toys not a hard sell www.hippychick.com 01278 434440 10 January/February

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NEWS

Cardea Solutions enjoys plush success with new Cuddlies branch Cardea Cuddlies is the UK distributor of the WWF Plush Collection and Anna Club Plush soft toys By Billy Langsworthy CARDEA SOLUTIONS has enjoyed a successful debut in the soft toy space with the arrival of its Cardea Cuddlies arm. Cardea Cuddlies is the UK distributor of the WWF Plush Collection and Anna Club Plush soft toys, and since its social media launch in October, the branch has seen sales soar. “Sell-through of the Cardea Cuddlies collections via www.littlepumpkin. co.uk rose 228 per cent at full RRP after our social media launch in October,” said Rebekah Chapman, business development manager, Cardea Solutions. “We invited key parenting bloggers into our Manchester showroom, along with their children, so we could gauge the reaction and the feedback

Bonnie & Pearl readies for growth in 2016

on the range was superpositive. The kids loved the products and the parents loved the high quality production, the price-points and the environmental aspect that The WWF Plush Collection highlights. “For retailers, it’s a particularly strong online proposition, and we supply

“The whole range is manufactured to international, social and environmental standards and safety regulation standards, making these furry friends safe and suitable,” added Chapman. “With the WWF Plush Collection, 12 per cent of each sale is donated

With the WWF Collection, 12 per cent of each sale is donated to WWF. Rebekah Chapman, Cardea Solutions

banners and website POS to tell the story about the charitable contribution with each purchase.” And the firm believes the charitable contribution is a key aspect to the wide, age-spanning appeal of the Cardea Cuddlies range.

to WWF UK, raising funds and a smile. We’re busy using the #MeetTheFamily hashtag across Twitter and Instagram, connecting with plush toy consumers across the UK.” Cardea Cuddlies: 0161 869 6500

Playwire looks to boost presence in toy space

New product launches including a Royal bedroom and international expansion to the Middle East is on the cards By Billy Langsworthy FOLLOWING A positive 2015, Bonnie & Pearl is confident of enjoying another exciting 12 months with a raft of new brand extensions. Last year, the firm saw its top secret plans to gift Charlotte and Catherine dolls to the Duke of Cambridge for Princess Catherine and Princess Charlotte become a reality, and now it is confident 2016 will be just as exciting. “It has always been a dream to present dolls to the Royal Family, it goes to show that with hard work, dreams come true,” said joint owner, Nicola Evans. 12 January/February

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“2016 will be an equally exciting year. We will be launching a new range of matching outfits for girls and their dolls, and a Royal bedroom range.” As well as new product launches, this year is set to be a milestone for Bonnie

& Pearl with regards to its international footprint. “We will be continuing expansion of the brand. Not only through the UK but to the Middle East as well,” added Evans. Bonnie & Pearl: 07880 727780

PLAYWIRE, A group responsible for an expensive network of websites, is looking to work with more toy firms on digital campaigns. Having hosted campaigns on sites for the likes of LEGO, Mattel and Hasbro, the firm is now looking to create and host digital campaigns for toy firms and retailers that are yet to dip a toe in this space. “We want to grow our presence at what we consider a pivotal time as toys increasingly merge with the digital/tech

space,” Richard Mann, European account manager at Playwire Media, said. “I’m keen to partner with toy retailers, products that need app downloads or require a tablet audience and toy and games vendors that are considering their first campaign.” Playwire offers firms integrated interactive solutions spanning forum page sponsorships, on-line TV channel sponsorships, creative competitions, as well as video inventory for pre-roll ads. Playwire: 0203 773 7946 www.toynews-online.biz

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CAMPAIGN OF THE MONTH / PLAYTIME

My Little Pony Friendship Club After its launch date last year, fans can sign up to the My Little Pony Friendship Club, which provides users with an online portal to play games and watch videos featuring all of their different favourite ponies CONTACT n Hasbro: 020 8569 1234 HAVING LAUNCHED in early August 2015, the My Little Pony Friendship Club (www.MLPclub.com) is the first online platform where My Little Pony fans can immerse themselves and discover everything to do with the My Little Pony brand they know and love. From friendship lessons, games, videos, downloads, treasure hunts and surveys, to the chance to win some prizes, the My Little Pony Friendship Club offers everything a fan desires with the COPPA compliancy security that parents can depend on. With each sign up requiring full parental approval, the portal is designed and managed by SuperAwesome networks, who ensure each child is safeguarded while using the portal.

Pony programmes on the TV, users can pick from a selection of videos on the portal including Twilight’s To Do List and Rainbow Dash High Performance. Users can unlock a host of other videos throughout the My Little Pony Friendship Club experience.

Upon sign up, fans of the Club are gifted with a free welcome pack, along with a My Little Pony gift, a personalised letter from Twilight Sparkle and additional information about the service. The user will also receive a bespoke My Little Pony birthday card delivered to his or her door.

Playtime

During play, fans can explore the site while earning friendship points and badges to get themselves on the leaderboard. There are many different ways to earn points and badges.

choose from, users can guess which bowl is hiding the apple in Giddy Up MixUp, and create a carrot trail for Angel to follow without bumping into other creatures, or pop balloons at Pinkie Pies’ party.

PLAY GAMES With an array of games to

WATCH VIDEOS If there aren’t any My Little

TAKE PART IN VARIOUS FRIENDSHIP LESSONS My Little Pony is all about friendship and where better to learn about honesty, kindness, laughter, generosity, loyalty and magic, than through the lessons available on the site. DOWNLOADS For the super fans, users can download activity sheets, colour-in sheets and activity pages on the dedicated downloads tab.

Generation Media looks back on Black Friday and Cyber Monday, and how the phenomenon has grown in importance with British consumers

n With one in four Brits looking to grab a deal online on Black Friday last year, we have seen the Thanksgiving craze grow with UK consumers across both Black Friday (November 27th, 2015) and Cyber Monday (November 30th, 2015). n To ensure vendors are maximising the sales potential, ad spend in 2014 was realigned with Cyber Monday, showing a peak in ad spend across quick cover media channels such as digital, press and direct mail. Press investment has shown an increase of 20 per cent on Black Friday versus the week before. n However it is not at the same spend levels as in 2014 (-38 per cent).

n Following TGI data that indicates 64 per cent of parents with kids up to 11 are purchasing Christmas presents from September to November, it’s no surprise that nearly half (45 per cent) of toys and games

ad impacts falls within the same three months. n In 2015, we witnessed increased pressure of up to 10 per cent in the toys and games market versus last year. While the increased

amount of brands on air during the key weekend can be attributed to the overall increased demand, it can also be recognised as a desire for advertisers to keep their brands front of mind when a surge in

consumer purchasing starts to take place. n Such price discounts are no doubt enticing consumer spend but can the industry sustain this value led model?

ToyNews PlayTime is provided by Generation Media 0207 255 4650 | www.generationmedia.co.uk 14 January/February

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NPD RESEARCH

Retail Sales Trends

Properties

Building sets add value to market while licensed toys remain strong NOVEMBER IS the second largest month of the year for the UK toy market, accounting for an average of 15 per cent of annual toy sales with November 2015 continuing to show value grow, with sales up three per cent. However, volume remained flat with growth coming from an increase in the average price paid. Items with an average selling price of over £30 added over £7.5 million to the market for the month, but still only accounted for six per cent of the volume sales. Overall, nine out of eleven supercategories gained sales, with building sets adding the most value to the market, up £2 million. Licensed sales were strong in 2015 with total licensing up nine per cent. It’s two years since Disney’s Frozen was released at cinemas in the UK, and 2015 has been the strongest year yet for Frozen, with toy sales reaching £59 million and retaining the number one property position YTD for November. Star Wars is currently at number two, and has seen strong growth since Force Friday in September. “While we are still waiting for December and full year figures to

Best item progression November 2015

DigiGo (VTech) VTech’s DigiGo, a pocket-sized, hand-held smart device, enjoyed a strong November, jumping from position 300 in October up to 23rd place in November.

Sales UK toy sales

(value, year-to-date)

YTD 2014

YTD 2015

Source: NPD

Average toy price November ’14: £10.97 be confirmed, so far 2015 has been a record breaking year for the UK toy market,” said Melissa Symonds, practice director of NPD Group’s toy business in the UK. “This growth hasn’t been limited to one section of the market or one property, with established

pre-school lines continuing to grow. Film licences like Disney’s Frozen remain top sellers while still allowing Avengers and Minions to enter the top ten properties. “2015 may be a record-breaking year, but there’s no reason why 2016 can’t be as well.”

November ’15: £11.38

UK RETAIL SALES TRENDS November 2015

November 2015

(£ sales – value)

1Disney Frozen Sing with Elsa

Jakks Pacific

(Unit sales – volume)

WCS Match Attax 2015/16 Trading Cards Topps

Pie Face

Hasbro

Hot Wheels Basic Car Assortment

Nerf N Strike Elite Modulus Blaster

Hasbro

Shopkins 2 Pack

Flair

LEGO Star Wars Advent Calendar

LEGO

LEGO Minifigures

LEGO

LEGO Star Wars Millennium Falcon

LEGO

Play-Doh Classic Four Pack

Hasbro

Disney Frozen Elsa Sparkling Ice Castle

LEGO

LEGO Simpsons Minifigures

LEGO

Baby Born Interactive Girl

Zapf Creation

My Little Pony Mystery Bag Assortment

WCS Match Attax 2015/16 Trading Cards

Topps

LEGO Mixels

KidiZoom Duo

VTech

Minecraft Mini Figures Blind Pack

10. LEGO Friends Heartlake Grand Hotel

LEGO

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Hasbro LEGO Mattel Hasbro

10. Pie Face

Notes: All participating NPD retail data suppliers provide weekly data via epos systems. NPD figures are not projected to represent non-participating retailers but provide 100 per cent of the sales from participating stores. Epos sample includes the following retailers: Amazon.co.uk, Argos, Asda, Boots, Debenhams, ELC, Entertainer, Firebox, Halfords, Hamleys, John Lewis, Mothercare, Sainsbury’s, Shop Direct, Tesco, Toymaster, Toys R Us, Whsmiths, Wilkinsons. NPD estimates that the epos now accounts for 75% of the total UK toy market.

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01932 355 580

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APPOINTMENTS

Industry moves Click Distribution reveals who the office heartthrob is as our team of the month, Golden Bear welcomes a new marketing manager, Halilit’s Richard Greaves steps down and David Kelly joins Magformers as MD TEAM OF THE MONTH: CLICK DISTRIBUTION LTD Who’s in the team? Mark Hillier and Luke Hillier, who are the two owners, as well as Lewi Hillier, Rowena Critchlow, Lyndsey Sample, Gemma Waddington, Grace Astin, Kerry Barbosa, Lilly Tomlinson Burke, Matt Woodroof, Dave Howitt, Lewis Sargeant and Paul Mitchell, who is on a consultancy basis. What have been your biggest successes of the last 12 months? The incredible growth of Topps Match Attax sales. What are you working on at the moment? New ranges for 2016, including Tsum Tsum figures and plush from Zuru, Disney

Golden Bear n ZOE LUNN has been appointed by Golden Bear as trade marketing manager, where she will be responsible for the company’s trade marketing initiatives. Lunn brings a wealth of experience to the new role, having previously held roles at Müller Dairy as senior brand manager, where Lunn was responsible for launching products including Müllerlight desserts. Prior to that, Lunn worked for Marston’s Beer Halilit n The toy firm has revealed that RICHARD GREAVES, Halilit’s business development manager, has retired. Having spent seven years with the company,

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Lucky bags, Star Wars Abatons, an incredible range of Disney licensed dolls from Jakks Pacific, and lots more. What are the biggest challenges you face?

Company, Concha y Toro UK, a Chilean wine vendor and distributor, and Western Wines. In her new role, Lunn will report directly to Golden Bear’s senior licensing and marketing manager, Katherine Pierce. and over 40 years in various positions within the toy industry, Halilit revealed Greaves has decided to spend more time on the golf course in his retirement. Judith Stark, MD at Halilit, said: “Richard has been with us during a period of significant change and growth, and the office will

Who avoids the washing up? Everyone except Dave.

As we grow, there are always challenges to face. Space issues, availability of key lines and so on, but we are happy to report we are managing all these challenges well.

What industry events will you be attending throughout this year? We will be attending London Toy Fair of course. Plus, We also go to Licensing Expo and BLE.

definitely not be the same without him. “He is well known throughout the industry having spent many years with Brio prior to joining us, and we are sure that his friends within the industry will join us in wishing him well in his retirement.”

in the company’s ambitious expansion plans.”

marketing for Crayola Europe for two years.

Vivid n Vivid has announced the promotion of LEON JARMOLOWICZ to the post of EMEA commercial director at Crayola. In his new position, Jarmolowicz will add responsibility for Crayola export sales, strategy formulation and execution to his other current marketing duties for the Crayola brand. Jarmolowicz said: “Crayola is a fantastic brand with massive potential and one of those rare brands that can truly have relevance in all markets. I look forward to expanding the business further into Europe.” He previously held the position of head of

HTI n ALISON DOWNIE has been promoted to global licensing and brand director at HTI. In the new role, Downie will head up the company’s product development and UK marketing teams, as well as being responsible for the firm’s global licensing function. Colin Houlihan, executive director at HTI, said: “We are thrilled to have promoted Alison to this new role. “Her knowledge and capabilities in the product development process, as well as in marketing and licensing arenas, will be invaluable in assisting HTI to take the business to the next level.”

Magformers UK n Magformers UK has named DAVID KELLY as its new managing director (MD). Within his new role, Kelly will oversee all operations for the UK subsidiary. Before joining Magformers UK, Kelly was responsible for boosting the UK market for Depesche brands, including TOPModel and My Style Princess. Kelly said: “I’m delighted and excited to be joining Magformers at a key stage

Who’s the office heartthrob? Dave. Although he’s been happily married for over 40 years now.

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OPINION

Secret to success With Toy Fair on the horizon, Steve Reece takes a look at the all important elements that companies need to have to ensure that their first show experience isn’t also their last AS ANOTHER toy fair season rolls around, one of my favourite things to do at Toy Fair (apart from getting inebriated with old friends and making new friends) is to see how far companies have come in the 12 months since the last globetrotting round of toy trade shows. The grim reality of our business (difficult to swallow for those with very little patience like myself) is that unless you are the exception to the rule, it will take many 12-month cycles to build up and establish a successful business. And so progress is measured toy fair by toy fair. The first yardstick of success is to still be in business for the next 12

month cycle. Obvious, but nevertheless critical. And those companies who just keep plugging away, and keep coming back year after year are the ones that slowly but surely progress. Some manage to claw their way significantly further ahead of the other companies that started at the same time, often due to a combination of good luck, strong management and great product pipeline. Conversely, those that fade away, or fail to progress often have bad luck, poor management and poor product pipelines. Since the last Toy Fair, my firm has consulted with numerous toy companies at various stages of

development and of various sizes, and the number one message we impart and see reinforced over and over is the importance of building strong foundations for ongoing success. Businesses built on flimsy foundations don’t tend to last. By flimsy foundations I mean over reliance on too few customers, too few export markets, too few products, as well as an over reliance on transient licensed/third party distribution products and owners who strip the company bare every time a dividend is declared. Strong foundations are key – a house built on sandy footings will collapse, and of the companies who fail

to make it back to this year’s Toy Fair, the majority of failures will be due to lack of strong foundations underpinning the business. It takes years of grinding effort to build your own brands in the toy business, but so many positives come from established toy brands that it should always be a priority, even if in reality that’s easier said than done.

Economically viable distribution growth should be a priority for any business over reliant on one or two customers. And investment in new products, while inevitably wasteful on occasion, is generally seen as key in an industry where over two thirds of all toy SKUs on sale in any given year are new developments or redevelopments.

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

Off the telly Coolabi’s director of licensing, Valerie Fry, looks at what a brand without TV exposure will need to showcase its strengths, longevity and possibilities to potential toy partners

IN TODAY’S crowded market place, launching and building a successful new children’s merchandising range can be a challenge, especially for non-TV brands.

A toy partner is crucial to the success of the whole merchandising programme. They promote confidence in the brand, allow for the development of a fantastic and innovative range of products, help build retailer confidence and encourage other categories. When securing a deal with a TV brand, the toy partner will look at a show’s selling points, such as number of episodes, channel and launch plans. A non-TV brand will need to look at different ways to show its strengths, longevity and possibilities. Taking the example of a publishing IP, the key factors to give potential toy partners confidence is book sales,

number of territories and length of time in the market. Having the support of the publishing partner is also key to the on-going success, as they continue to support and build the brand from its grass roots. One further challenge is not having a strong visual creative base to lead the product design; often with a book, only front cover designs exist, with very few other elements that are necessary for a good style guide and subsequent product development. It is possible to overcome this though, for example at Coolabi, we saw fantastic potential with Beast Quest. The multi-million selling, adventure book series was

an established publishing success, and the obvious next step was to take it to a digital platform. Working in partnership with MiniClip, we developed a gaming app that fully embraces the core values of the brand – fantasy, adventure and friendship and it looks awesome. The brand and writing team worked directly with the developer to create characters, worlds and adventures straight from the pages of the book, and we now have incredibly strong visual assets that can be rolled out to other types of products, including toys. Beast Quest received 5.4m downloads in its first six months. Developing a

brand via the digital app route ensured immediate feedback, instant international reach and audience sales, and unlike TV, does not need to be sold and dubbed on a territoryby-territory basis. This brand extension has generated much interest and potential new partnerships, which are currently under discussion. So what have we found? Via our work on Beast Quest and other key nonTV properties, it’s that the licensing industry is now much more willing to consider brand extensions for these, if brand owners are willing to invest and put the right stepping stones to succeed in place.

Valerie Fry is director of licensing at Coolabi. The firm can be contacted at info@coolabi.com or on 020 7004 0980.

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OPINION

People watching Richard Heayes looks at how important a consumer’s first impressions of a product is, be it grasping the ‘try me’ concept or clocking the red flag of ‘batteries not included’ AS A toy designer, this time of year is one big occupational hazard. Walk into any shop and you’re immediately distracted by something cool. Before you know it, you’ve wandered off and entirely forgotten all the things you should be buying... “SQUIRREL!” (Seen Disney’s Up? Good - you know exactly what I mean). I’m penning this in the runup to Christmas, which is also a great time to peoplewatch. Observe carefully, and what you see and hear can be an ideas goldmine for product developers. We know that consumers have just a few seconds to notice and process our offerings

and, in crowded toy stores, even less. Will they understand the ‘try-me’? Will they read the elaborate copy? Will they understand those multilingual symbols? Will they even see it at all amongst that wall of colour?! (Before they get distrac...SQUIRREL!) Hanging back and observing some of the processes that lead people to actually buy a toy or a game is interesting and valuable. It’s amazing how many toys I’ve seen put back on shelf because they need batteries, even though the initial attraction might have been the electronic features. ‘Free power inside’ is a huge consumer draw and

one that companies should seriously consider more often, instead of spending money on superfluous features. It’s human nature to want to try new things. New things are the oxygen of our business and my day job, but it’s just as important to pay attention to the basics. No one wants to buy something that looks like it’s been kicked around the storeroom a few times. Some packs, while innovative, are poorly designed – if, after a few days in the field, bits of them are hanging off, innovation is pointless. Great names are so important for new

products. Unless you’ve got a hot licence, a great name that captures the play experience (especially on a boxed game) makes all the difference. One of the things I’m always interested to overhear is that something ‘looks’ well designed or well made, or vice versa, ‘looks’ cheap. Sometimes, it’s the smallest details that get overlooked in the development stage, or get hacked off at the last minute to save a few cents, that bring the whole product down. As consumers, we’re much more designaware today and we don’t leave that behaviour at

the toy shop door. The value of good design is critical to the success of most leading consumer goods companies. Good design is not just about how something looks – it permeates every aspect of the product. Good design is considered design. Put in what you need, leave out what you don’t. Maximise the value for the manufacturer and consumer alike. When working on toys, always squeeze out the maximum fun per £. Apply this ethos to anything from a simple deck of cards to a set of DJ decks (and everything in between) and you’ll be onto a sure-fire winner.

Richard Heayes is an award-winning inventor and designer at Heayes Design, and a supporter of all things playful. richard@heayesdesign.com

Tackling loneliness Kate Armitage, director of marketing at Gibsons, explains why the firm is teaming up with Carillion Libraries to launch Puzzle & Games Clubs aimed at combating loneliness THE NEWS these days is plagued by the word ‘loneliness’, and for many it is hard for us to see how people today can be lonely. The numbers in the news can be quite shocking. There are many charities out there to help tackle the problem, but as a small, family-run business, we felt it was important to get involved. Gibsons is my family’s games and puzzle business, which dates back to 1919. During this time we have watched the toy and games industry evolve, but there is a generation of people out there who cherish the nostalgia that traditional puzzles and games bring. This year we are teaming up with Carillion Libraries

to launch Puzzle & Games Clubs as part of our Piecing Together the Community social initiative. The Puzzle & Games Clubs, designed to combat loneliness, have launched in London libraries to bring local people together through their love of puzzles and games. Loneliness can have a significant impact on one’s mental well-being and can contribute to many mental health problems, such as anxiety and depression. We worked with psychologist, Rebecca Harris, from University of Bolton who said: “Loneliness has been linked to poor health so it is important to address the rising levels of loneliness in the UK. Increasing

activities in the community that help people reconnect with others and forge new friendships is an important starting point to tackling the loneliness epidemic. “The Gibsons partnership with libraries in London provides those in the local community place to come together and bond.” We decided to partner with Carillion Libraries because of their focus on and passion for helping their local communities. They were looking to offer different clubs to encourage people to come together and puzzles and games were the perfect fit. We are piloting the scheme in four London libraries, before rolling out to a wider area.

The clubs have been very well-received and many have requested they are run more regularly. Shut the Box and Chinese Chequers were the most popular as they require between two to six players, which meant that many visitors could get involved.

Furthermore, as the clubs were promoted through social media and local newspapers, we have had a few requests from the general public asking if they can host clubs in their cafes or pubs, as they loved the idea of bringing their local communities together.

Kate Armitage is director of marketing at Gibsons. She can be contacted at kate@gibsonsgames.co.uk.

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CROWDFUNDING FOCUS

PaperShooters Mike Howarth is not only an avid gamer, he’s a dab hand at construction kits too. Combining the two passions, three years ago he took to crowdfunding to bring PaperShooters to market. Robert Hutchins talks to him about the recent sell-out success of the blaster at RED5 and to find out his future plans

Platform: Kickstarter Goal: £4,500 Amount raised: £47,123 Campaign status: In shops now What is PaperShooters and how did it come about? PaperShooters is a highly detailed construction kit. Users have to build all 138 components, including the air chamber, springs, and the trigger mechanism. The plastic ‘skeleton’ is then covered with interchangeable cardboard camo skins. The blasters are functional too, blasting biodegradable paper ammo, up to 100 feet. Users can make the ammo themselves from ordinary paper using the mould included in the kit. What has early reaction been like? Well, we sold out of our first shipment on RED5 within three days, and the retailer has ordered more already. But public and consumer reaction to the line has always been fantastic for us in general. 24 January/February

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We’ve never doubted the idea, and I truly believe that there are no limits to how far this brand can go. From February, we will be catering to all audiences from younger kids to adults. By then, we will have a range of products from futuristic blasters, to almost replica like Call of Duty and Halo shooters, including a ‘design your own camo’ option. Did the success of the Kickstarter campaign take you by surprise? I’d had a couple of attempts at raising cash through Indiegogo initially. The first campaign

was a big success, raising almost $20,000 but we didn’t hit the goal, so it was refunded back. We then tried again but none of the media sites such as Wired, Engadget or Gizmag would cover us again, so that campaign just fizzled out. It was third time lucky when we launched on Kickstarter. We learned that success on Kickstarter is all about advertising. People who run campaigns typically don’t realise that you must have an advertising budget for your idea, and it needs to be a decent one. We got it right and it was a big success.

PaperShooters as we know it has been three years in the making. Can you talk us through the journey? It’s been one hell of a journey. I had the initial idea for PaperShooters while watching videos on YouTube of people making cardboard guns from their favourite video games. That told me that there was a definite market for this kind of thing. I had the idea of making a really cool cardboard kit that anybody could make, regardless of their creative skill, but it had to shoot. I initially worked with a small but talented product design firm in Surrey called Bang Creations to develop a working prototype. At that point I tried various avenues for investment, and after many failed routes, eventually met my business partner. Why should UK retailers be excited for PaperShooters? I think PaperShooters offers something unlike anything that’s ever been seen before. The shelves are littered with plastic blasters that all offer the

same thing. Whereas we offer something unique. We will be offering a range of designs from February and will be attending New York Toy Fair, where we are hopeful of securing some large orders. What’s the next stage for you guys? We see the US as one of our biggest markets, and have already been approached by a number of distributors there. We are hopeful that we will be stocked in a range of toy stores, sporting goods, airsoft and even gun stores too by autumn next year. We are also targeting the big box stores like Target and Walmart, and have already been asked for samples from some of the big guys. How can retailers get on board with PaperShooters? We have product landing in the UK right now, and we are keen to hear from any potential stockists who can contact us on hello@ papershooters.com. We are really excited to develop this brand. www.toynews-online.biz

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TOYS THAT CHANGED THE INDUSTRY

ToyNews has asked manufacturers, retailers and inventors for the toys and games that have most shaped the industry, and the results are in. Billy Langsworthy looks at what you’ve nominated as the products that broke the mould OUT OF the toys and games to hit the shelves each year, how many can we say are truly groundbreaking? Well, we’ve gone to the industry to find out, asking for their votes for the products that have changed the toy and game market. Whether it opened the industry’s eyes to licensing, created a new category or proved a hit on shelves, each of these products have gone some way to shaping the industry that we’re all a part of today. Companies big and small from across the worlds of toys and games got involved, as well as inventors, retailers and PRs,

and we’ve narrowed the list down to the top 20. Many icons narrowly missed out despite racking up the votes. For example,

even the Garbage Pail Kids got a vote or two. But, the list we’ve ended up with is comprehensive, spanning decades, target

Each of these products have gone some way to shaping the industry that we’re all a part of today. many cited Hasbro’s Mr Potato Head for being the first toy advertised on television and Spirograph got several mentions. Elsewhere, Etchasketch, Polly Pocket and the LeapPad also came close to cracking the top 20, and

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audiences and different product categories. But enough teasing. Turn over the page and check out the toys that have most shaped the industry. Some are obvious, some less so, but they’re each fully deserving of their spots.

WHO WE ASKED While we’re keeping all individual’s nominations anonymous, execs from the following companies submitted their votes to the survey: Accentuate, Be Inspired, Bigjigs, Big Monster Toys, Big Potato, Big Top PR, Brandberry, Coiledspring, Cartamundi, Esdevium Games, FamilyGamer TV, Fundamentally Children, Gibsons Games, Hasbro, Heayes Design, Hoomble Toys and Collectables, Jonathon Salisbury, KidsBrandInsight, KilogrammeMedia,

LeapFrog, Learning Resources, Mattel, MI PR, MV Sports, Ooba Toys, Paul Lamond Games, Playtime PR, Posh Paws, Rainbow Designs, Re:creation, Sambro, Seventowns, Sir Torquil Norman, Skinny Sketcher, Spin Master, The Entertainer, The Puppet Company, The Toy Store, TOMY, ToyHub, Toymaster, ToyNews, Toys N Tuck, ToyShop UK, ToyTestersTV, Trends UK, Underground Toys, Vivid, Willis Toys, Women in Toys, Wow! Stuff. January/February 27

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TOYS THAT CHANGED THE INDUSTRY

It topped our poll of the greatest toys of all time last year, and now you’ve voted it as the toy that has most changed this industry. Reasons were varied and vast. ‘Constantly innovating since the early 20th century, and focusing on a singular modular system but adding fantasy in infinite ways, makes this an easy addition to the list’, read one nomination.

LEGO Another cited the fact it ‘introduced a whole new play pattern to the world’ while others deemed its attitude to licensing as ‘truly groundbreaking’. Blind bags were noted as key means of innovation, while its brands were also called out, such as LEGO Mindstorm, named as ‘the first brand to champion hacking and crowd-sourcing’.

KENNER STAR WARS ACTION FIGURES

A long time ago, well from 1978 to 1985 to be specific, Kenner sold over 300 million Star Wars related toys and an everlasting bind between toys and licensing was born. “It showed Hollywood and the toy business the real power of licensed toys,” claimed one voter, while another stated that ‘it was popular culture in your pocket like never before. And many people have passed on their knackered Chewbaccas to their kids to play with today. We really have’.

BARBIE

It was never in doubt that the most iconic doll, and one of the bestselling toys, in the history of the industry would make the list. ‘It has to be Barbie, not because she was the first 12inch doll, but because she was the one that created an entire category known as fashion dolls, worth billions of dollars every year today’, explained one voter. She has brought fashions, trends and lifestyles to hundreds of millions of girls over the past 57 years, and with a movie on the way and a ‘You Can Be Anything’ campaign lined up for this year, she’s definitely not going anywhere.

RUBIK’S CUBE

In 1980, Rubik’s Cube came along and rocked the industry. ‘It was revolutionary in its time and has had various versions and imitations since,’ read one nomination. ‘It has stood the test of time and is sold in hundreds of thousands today, and it brought a different angle to the world of toys by making it more puzzle based.’

It was also cited as single handedly increasing the popularity of strategy games and brainteasers. And yet we still haven’t met anyone who has managed to solve it.

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TOYS THAT CHANGED THE INDUSTRY

TRIVIAL PURSUIT

MONOPOLY

‘A game that sets the standard for all that follow,’ claimed one participant, and the sentiment was backed by many. Having truly cracked the art of licensing in the games space, and arguably the industry’s first perennial brand in the toy business,

Trivial Pursuit has been sorting the wheat from the chaff when it comes to general knowledge since the early Eighties. Responsible for bringing adult buyers back to the industry, many also said it was a game-changer when it came to price points.

‘It was the first adult board game,’ stated one voter. ‘It grew from humble beginnings (in Seattle) just through word of mouth to become a market leader.’ Another added: ‘It established a premium price for the category and made playing games fashionable again.’

FURBY

A must have item as soon it landed in 1998, Furbys are cited as being one of the first widely successful attempts to get consumers to embrace toy robots. ‘It changed toy price point barriers and ushered in a new era of interactive smart toys,’ claimed one voter. The Furbys haven’t gone away either, having

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Monopoly is as inﬂuential now as it was when it first hit shelves just over 80 years ago. One voter added: ‘Even with the raft of new games introduced year on year, families up and down the country will always play Monopoly. There must be one in every house.’

been relaunched with new app capabilities back in 2013 as Furby Boom, while last year saw the brand enter a galaxy far, far away with Furbacca, a version that makes Wookiee sounds like Chewbacca and hums Star Wars theme songs. It even spawned its own language called Furbish. U-nye Ay-ay!

SKYLANDERS

Responsible for kick starting the ‘toys to life’ genre, Activision’s Skylanders series saw kids place physical figures onto a ‘Portal of Power’ to transport them to a video game as playable characters. ‘The first toy company to build the bridge between digital and physical successfully wasn’t a

toy company at all,’ stated one participant. ‘It changed the rules on how to focus on experience and not use tech for tech’s sake.’ Since Spyro’s Adventure in 2011, other titles added new gameplay elements with Giants, Swap Force (interchangeable parts), Trap Team (new traps) and SuperChargers (toy vehicles).

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TOYS THAT CHANGED THE INDUSTRY

TAMAGOTCHI

Named as 1997’s Toy of the Year, Golden Bear’s Teletubbies range caused mayhem on the aisles of toys stores. It’s always difficult to predict the next hit craze, and by the time the show had debuted in the summer to such strong viewing figures, it was already too late for Golden Bear to meet demand. Fights broke out in Toys R Us, overnight deliveries were put on and shops rationed the

One of the biggest Japanese toy crazes to take off here in the UK, Tamagotchi was one of the world’s first virtual pets. May 1997 saw the UK gripped by Tamagotchi fever, as they were banned from schools and stories of mums staying at home to care for them swept the news. 40 million were sold around the world by the end of that year. ‘It was the a pocket collectable item that all children wanted to have and show off in the playground,’ explained one voter. ‘It took children into a virtual world and was a tech experience that taught kids about nurturing. Children wept when the batteries gave up.’

SETTLERS OF CATAN

Mayfair Games’ hit Settlers of Catan has been cited as paving the way for the popularity of Eurogames (tabletop titles that emphasise strategy and downplay luck). First launched in Germany in 1995, the game sees players attempting to build and develop holdings while trading and acquiring resources and it has

GOLDEN BEAR’S TELETUBBIES TOYS

toys to one per customer. No wonder it’s been cited as the first pre-school property to truly ‘go ballistic’. Of course, everyone had favourites. Po was the bestselling soft toy of 1997, Laa-Laa came in at number three, Tinky Winky at five and Dipsy at eight (full disclosure, I had a Dipsy). We’ll see if history can repeat itself as Character launches its Teletubbies line this year.

ACTION MAN

sold more than 22 million copies in 30 languages. ‘It was the first game to cross over from the geek hobby gamers to mainstream family play,’ said one participant. ‘Where it leads, lots of games have followed (Carcassone, Forbidden Island) and the market and interest is these games is growing year-on-year.’

It may have arrived a few years after America’s GI Joe, but Palitoy’s Action Man cracks this list for making a 12” doll appeal to British boys. Deemed by voters as ‘the original boys’ action figure which completely re-invented

play’, ‘the greatest hero of them all’ was successfully re-launched by Hasbro in the Nineties and Art + Science International is set to release five collector edition figures in June. Image courtesy of Bamford’s Auctioneers.

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TOYS THAT CHANGED THE INDUSTRY

POKÉMON: THE TRADING CARD GAME

CARDS AGAINST HUMANITY

The most recent product to crack the list, Cards Against Humanity has been cited for almost singlehandedly launching the ‘games for badults’ category. ‘It popularised crowdfunding,’ said one voter, adding ‘it paved the way for more key game changers such

TRANSFORMERS

1984 saw Transformers hit the UK. What began life as an adaptation of a Japanese toy by Hasbro has since spawned a franchise spanning blockbuster movies, hit TV shows and, of course, a now iconic toy line. ‘Transformers is a defining product that has changed the industry,’ claimed one participant. ‘It created the dexterity of simple transformation.’

Having once shelled out £15 on an Ancient Mew shiny card as a youngster, I know only too well the lure of Pokémon cards. Once seriously hot currency on playgrounds up and down the country, a hit TV show, a blockbusting video game series, a string of movies and successful toy lines have ensured the pocket monsters have remained a powerful brand. ‘Who sold trading cards before the Pokémon craze?’ said one voter. Another added: ‘It was the first multiplatform, cross category kids’ brand that was a toy, a game, a collectable, a show, you name it!’

as Exploding Kittens. It has also changed our attitude to retail.’ Yes, the game’s lack of physical retail presence (instead opting to sell via its own site, Amazon and free ‘print your own’ packs) was said to be one of the ways that the game is blazing its own trail in the industry.

GAME BOY

The only games console to make the list, Nintendo’s Game Boy was said by some to be influential in its position as ‘the silent assassin,’ taking business away from toys when it landed in 1990. Others cited its positive impact on the industry, forcing the world of electronic toys to up its game. ‘Way ahead in its design, portability, price and great software, Game Boy had a monumental impact and influence in the future direction of electronic toy industry,’ read one voter’s reasoning.

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TOYS THAT CHANGED THE INDUSTRY

MOSHI MONSTERS

Mind Candy’s Moshi Monsters has made the list as a result of it breaking the standard licensing paradigm in the toy business. One of the first digital worlds to truly take off in the toy space, one voter stated: ‘Moshi Monsters proved

MECCANO

that a brand doesn’t have to be TV or movie based to propel it to number one toy ranking status.’ Mind Candy is now preparing to relaunch the brand for a younger audience of four to seven year olds.

Created by Frank Hornby back in 1989, Meccano makes the list for its innovations in the construction sector, helping to shape the market as we know it today. One voter claimed: ‘Meccano genuinely

PLAYMOBIL

With a movie trilogy on the horizon and sets inspired by the Toy Like Me campaign on the way, Playmobil is in rude health. The brand has made the list as a result of its thoughtful themes, as demonstrated by the fact that its Martin Luther figure become

its fastest-selling product to date last year when 34,000 of them sold out in around three days. ‘Playmobil’s ranges have encouraged both genders to get involved in interesting and stimulating role-play,’ remarked one participant.

was the first construction toy. Without Meccano there probably wouldn’t be a LEGO.’ Last year saw the brand embrace further innovation with its make-your-own robot, Meccanoid.

SIMON

Milton Bradley’s now iconic memory game Simon takes the final spot on the list, and it wasn’t just because Simon said so. ‘Simon set the industry ear and changed it forever by putting a computer (IC) in a mainstream blockbuster

toy,’ said one voter. ‘The toy industry was never the same again.’ More recently, Hasbro has given Simon a revamp in the form of Simon Swipe. Image courtesy of retro vintage Etsy store, Atty’s Sprout Vintage.

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#TOYLIKEME

A more inclusive toy box The #ToyLikeMe campaign launched last year calling for better disability representation in toys. Since then, firms like Playmobil, Makie and Orchard Toys have all come on board, and high profile names like comic Stephen Merchant have also pledged support. Billy Langsworthy talks to campaign founder Rebecca Atkinson about her plans to boost the project this year, including new partners and a tie-in TV series

Where did the idea for the campaign come from? #ToyLikeMe was created in April 2015 after I noticed the lack of disability representation in toys. I had spent nearly 20 years working in TV production and print journalism, and had always been interested in the way these industries represented disabled people, but this was the first time I had noticed the lack of representation in the toy industry. I called on some fellow mothers, and with their help, launched #ToyLikeMe. How has the industry responded to your calls for better representation? What started out as a simple idea, grew into a great big tentacled creature, which gobbled up my life. I’ve had to put my work on hold to nurture #ToyLikeMe, and grow it

into something that I hope will have lasting impact. The response from social media followers and global media has been phenomenal, and I hope to really shake up the way we think about disability in children’s industries. #ToyLikeMe has had conversations with many toy companies this year, but the ones who have really stepped up to the plate are Makies, Playmobil, Lottie and Orchard Toys. Who else would you like to join? I would love for LEGO and Hasbro to come out and play. These companies have the cultural sway to change our perception. For a child with a disability to see a firm like LEGO represent wheelchair users would send out such a powerful message. I would love to hear from Hasbro about developing

a #ToyLikeMe Mr Potato Head, which could feature interchangeable hearing aids and diabetic lines.

soak up those costs, and represent and include disability even if it doesn’t turn vast profits?

All children will benefit from disability being positively included in toys. Rebecca Atkinson, #ToyLikeMe Of the companies that are yet to back the campaign, have you been given any reasons as to why not? We have to be realistic, as I know that the cost of tooling toys can be high and for some smaller companies, producing toys such as wheelchairs, which might sell in small quantities, is not always financially viable. But we should ask if the larger companies including LEGO, Mattel and Hasbro have any moral duty to

Why is it important for children to see disabilities reflected in toys? For disabled children growing up being the only one in your class, never seeing children like you in books, TV and films can lead to a sense of isolation. To see yourself reflected by huge toy brands is about more than just a toy. It’s about these brands saying that everyone should be included and celebrated. But #ToyLikeMe doesn’t advocate that toy firms

should make disabled toys for disabled children per se. What we believe is that all children will benefit from disability being positively included in toys. Can games firms get involved too? Yes definitely. The tentacled #ToyLikeMe beast could grow into #GameLikeMe for sure. What are your plans for the campaign this year? I hope to continue to consult toy companies looking to include positive disability representation. I am looking to secure funding to create a lasting resource for parents looking for representative toys and roll out a ‘Loved by #ToyLikeMe’ programme. I am also working with Debbie MacDonald, former VP of Nickelodeon to develop a TV series based on #ToyLikeMe.

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INDUSTRY ROUNDTABLE

View from the top 2015 saw further growth in the pre-school market, more kids embrace the YouTube platform than ever before and Shopkins sweep across the nation. Robert Hutchins asks key execs from Jazwares, Mattel, Golden Bear, Moose Toys and VTech for their views on the past year in the toy industry and what 2016 has in store Dan Sugrue, UK sales director, Jazwares

How have the past 12 months been for you in terms of the toy business in general? Dan Sugrue, UK sales director, Jazwares: 2015 has been our first real year of domestic business trading, and was a huge growth year for Jazwares. We are poised for continued growth in 2016 with a number of exciting new launches to look forward to, which will firmly cement our place in the UK market. Dominic Geddes, VP and country manager, Mattel: We have had a good year in spite of the challenges in the fashion doll category, but we are delighted to see Barbie back in growth now. Barry Hughes, general manager, Golden Bear: We have fortunately had another strong year ourselves with increased

Clive Richardson, marketing directior, VTech: The toy market had another good year last year, ahead of expectations and up five per cent at the end of week 45. VTech itself was slightly ahead of that growth, so it was a good performance. As we expected, InnoTab found a good level of steady sales after the peak of the tablet craze, albeit at a lot lower level than before, but brands like Toot-Toot driver up 31 per cent, Kidizoom up five per cent, VTech Baby up 10 per cent and Toot-Toot Animals up 194 per cent have more than made up for that. What were your top selling products in 2015? Dan Sugrue, Jazwares: The key categories for us in 2015 were those linked to video games and YouTube. We saw the most

As kids become attached to screens, the toy industry must create products that capture kidsâ&#x20AC;&#x2122; attention and keep them engaged. Paul Solomon, Moose Toys

listings, increased sales in and increased sales out.

Barry Hughes, general manager, Golden Bear 36 January/February

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Paul Solomon, co-CEO, Moose Toys: Moose Toys grew exponentially over the past 12 months. In addition to launching new brands like Qixels, Moose also took its current brands to the next level. Shopkins is hotter than ever, selling over 100 million products in the past year, and Little Live Pets expanded with Turtles, Mice and Cleverkeet. With hit brands like Shopkins, Little Live Pets and Qixels flying off the shelves, Moose Toys grew by 452.1 per cent in the past year.

significant growth coming from our Terraria and Tube Heroes licences. Dominic Geddes, Mattel: We have seen some really great product performances and brand highlights including the Fisher-Price Dance & Move Beat Bo, which is one of the top toys in value in NPD. We have been delighted with the launch of Bing and even with the challenges in the fashion doll category, we have seen a continual increase on Barbie key drivers, as well as another great year on Frozen. Hot Wheels has had an exceptional year with our track set doing particularly

well, and WWE has also had a terrific year with 20 per cent growth. Barry Hughes, Golden Bear: Overall, we are pleased with how sales have gone across our whole portfolio, but the Twirlywoos line in particular has sold well; consumers have responded really well to both the plush items and the hero product, the Big Red Boat Playset. Paul Solomon, Moose Toys: Shopkins flew off shelves last year, becoming a leading brand in the collectables category. The brand established itself as playground currency and a must have collectable, ultimately becoming the fastest growing brand in the overall doll category. Moose also excelled in the electronic pets category with the Little Live Pets line, which expanded to include Turtles and Mice, as well as additional Birds and Butterflies. Clive Richardson, VTech: VTech Baby continues to be a top five property in the toy industry. October 2015 saw it end up in the number three position behind Frozen and Star Wars. We are talking about a key month of the year and VTech Baby is not an entertainment backed property, so that shows the strength of the products within that. What current trend is having the biggest impact on your business? Dan Sugrue, Jazwares: With kids spending more time on the web watching videos and playing video games, we are at the forefront of the trend of bringing those digital worlds and characters to life in the form of toys. Whether thatâ&#x20AC;&#x2122;s working with the Tube Heroes talent to create action figures and play-sets, www.toynews-online.biz

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INDUSTRY ROUNDTABLE or – as is the case with Animal Jam – creating a compelling toy range, which also unlocks content in its digital virtual world, it’s an interesting trend and one which we see huge growth potential for moving forward. Dominic Geddes, Mattel: It’s been the continual evolution of electronic devices and more consumers moving to mobile for internet use and finding information, without a doubt. Barry Hughes, Golden Bear: There are more new preschool licences hitting the market than ever before and for us it is all about making sure the licences in our portfolio stand out and have reasons to list above all the others. Paul Solomon, Moose Toys: The growing trend of toy content on YouTube is letting kids enjoy Moose products in an entirely new way. YouTube offers content that gives kids the chance to experience the product before it even enters their home. Whether they are watching their favourite YouTuber unbox Little Live Pets, create stories with Shopkins characters or review Qixels, kids are able to build a connection with the item in a way that wasn’t possible years ago. Clive Richardson, VTech: The shift of business from tablets to the infant and toddler category is one change we have actually had to manage, but actually we are very pleased with the InnoTab Max performance last year, it’s found a plateau we were expecting to sell out at Christmas again. The fact that we have grown again this year shows how robust our overall range is these days. What was your highlight of the year? Dan Sugrue, Jazwares: Becoming master toy partner for Danger Mouse. It’s such an iconic brand and so well loved in this country, it’s been an absolute pleasure working on all aspects of www.toynews-online.biz

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the property. Now is the even more exciting part preparing for the launch in spring, we have high expectations for this brand. Barry Hughes, Golden Bear: Last year’s Toy Fair was a definite highlight for us. We had a great fair, and the appearance of Mr. Tumble and Richard Cadell with

product is manufactured in the Far East. Dominic Geddes, Mattel: The challenge continues to be the way consumer shops make sure that there is clear, channel strategy. Paul Solomon, Moose Toys: As kids become increasingly attached to

We have had a good year in spite of the challenges in the fashion doll category, but we are delighted to see Barbie back in growth now. Dominic Geddes, Mattel

Sooty generated lots of press interest. Paul Solomon, Moose Toys: From taking the hottest girls’ collectable to the next level, to becoming an even stronger leader in the toy industry and scoring multiple coveted spots on hot holiday toy lists, Moose had an incredible 2015. One of the highlights was the first-ever Shopkins Swap-kins, where Moose partnered with Toys R Us to host a huge Shopkins swap event in the US. Clive Richardson, VTech: It has to be Kidizoom Action Cam, because I keep hearing people say you can’t sell a £50 toy in summer, but that has been proven wrong. It’s another one we are chasing stock on even though temperatures are falling. What are the biggest challenges facing the toy industry at present and how have these changed over the past year? Dan Sugrue, Jazwares: There seems to be a sharp increase in the quantities of counterfeit goods online, particularly with plush as it’s cheap and simple to copy. Since the counterfeit goods are sold below RRP online it impacts retail sales of merchandise. To combat the problem, we are working closely with our enforcement partners to take down counterfeit product locally here, but also at source where the

screens, the toy industry must create products that capture kids’ attention and keep them engaged, while still providing them with hands on play. With Qixels, Moose Toys has carved out a ‘craftstruction’ category, inspiring fans of the 8-bit style games to recreate their favourite characters.

Dominic Geddes, VP and country manager, Mattel

Clive Richardson, marketing director, VTech

Clive Richardson, VTech: Matching the performances of the last two years’ of entertainment and product crazes will be a challenge, but our industry is an incredibly innovative one. VTech is a good example, visitors to London Toy Fair 2016 will see over a hundred new toys on the stand again next year. What’s 2016 got in store? Dan Sugrue, Jazwares: We have been appointed master toy partner for Animal Jam, which has real potential to be the major girls’ collectable of the year. With an existing audience of over 50 million kids globally and almost three million registered users in the UK, National Geographic’s Animal Jam is the world’s largest online social network for kids.

Paul Solomon, co-CEO, Moose Toys

Barry Hughes, Golden Bear: We have got some great new licences on board for 2016 such as Oddbods with more announcements to come, as well as some innovative new products to complement our strong licensed portfolio. January/February 37

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30 UNDER 30

Sponsored by:

As well as all of the long-serving executives of the business, the toy industry is also a hot bed for young, emerging talent. From national account managers, licensing specialists and PR gurus to young inventors, toy designers and entrepreneurs, Robert Hutchins (a whippersnapper at only 28 himself) highlights just a sample in this yearâ&#x20AC;&#x2122;s 30 under 30 listing, in association with Gameplan Europe

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30 UNDER 30

Sponsored by:

SOPHIA HUTCHINSON PR Account Executive, Norton & Company

LEANNE HASLAM Brand Assistant, HTI Group

REBECCA CLARK, Brand Manager of toys, Re:creation Ltd.

ALEX GOODMAN, Associate Product Designer, Hasbro

SEAN MUNTANER Product Designer, Underground Toys

If Hutchinson (25) were to come with a tagline, it would have to be “Bloody marvellous,” a sentiment her many peers and colleagues will vouch for without even needing a drink. Having arrived at Norton & Co in 2014, she has made herself an integral member of the team with a happy, can do atitude that makes her a valued and popular team member. Hutchinson’s current role sees her working across several brand teams on a wide variety of products.

Dropped into the choppy waters of licence approvals at HTI from day one, Haslam (29) has both proved herself as one hell of a strong swimmer and a great asset to the brand and marketing team. In her role as brand assistant, she is in charge of managing the approval process of HTI’s licensed toy ranges from conception through to production, and all with what coworkers and colleagues can only describe as ‘boundless enthusiasm and energy.’

Over the four years she has now spent at Re:creation, Clark (28) has developed several highly successful product lines, all with unwavering gusto and passion for the toy industry. She has managed a roster of blockbuster brands, including LEGO Lights, Stretchkins, Bright Light Pillow and Makea-Bar Chocolate. While cracking the list again calls for a celebration, she won’t revel in it for long because she has a lot in the pipeline for 2016.

At just 23, Goodman has been described as “one of the most talented designers I’ve ever met,” with an ability to think about toys in a way that “demonstrates what makes them great.” A recent graduate of Purdue University’s Industrial Design programme, Goodman is popular among Hasbro’s product design team, and his contributions to the firm’s product line-up and ability to create engaging toys make him an invaluable asset.

From a junior design assistant at NoChintz to product development manager at Underground Toys, Muntaner (26) has already enjoyed an exciting career, and he hasn’t even hit the big 30 yet. With a wealth of experience in licensed products, he works to keep Underground Toys’ extensive line fresh and funky, helping the firm stay top of its game. Most recently, Muntaner can be found plugging away at a new Star Wars range alongside other lines.

STEVE MORAN Online Merch Manager, The Entertainer

MARIE BUREAU Marketing Manager, Le Toy Van

VICTORIA STARR Junior Brand Manager, Little Tikes

DANIEL CHRYSTIE Senior AV Manager, Generation Media

HOLLY JAMES Director, HelloPeepo

An overall tech whizz and the first of the retailers to make the list this year, Moran (25) began his career with The Entertainer at a store in Reading, before joining the firm’s web team four years ago. Moran now runs the multi-channel retailer’s online merch team, overseeing those who look after user experience and sales on TheToyShop.com, an integral role to the retailer’s ever-growing digital operations. “A real asset to the team,” said one colleague.

As well as being fluent in both French and English while learning Spanish and Chinese, Bureau also knows a thing or two about marketing toys. Having recently been promoted to marketing manager at Le Toy Van, it’s seemingly a role she was made for. The 25-year-old French native has been instrumental in developing Le Toy Van’s social media, presenting great material across Instagram, Facebook, Pinterest, Twitter and of course YouTube.

If Starr’s recent achievements at Little Tikes tell us anything, it’s that this 25-yearold loves a moustache. Now, that’s simply a comment on the recent fantastic work she has carried out with the launch of a Cozy Coupe Movember campaign, adorning the iconic car with its own facial hair for charity.Working with internal and external counterparts, Starr has helped Little Tikes continue to thrive, and make the popular brand’s online operation “a mighty success.”

If you’re looking for a market leading campaign at the lowest possible cost, then Chrystie (26) is your man. With such a track record, it’s the role he was made for. Since joining Generation Media in 2012 he has played a key role in managing TV airtime across the UK and ROI. With a focus on delivering great value and quality, he is always ready to go the extra mile. One of his most notable clients to date has been Smyths Toys Superstores.

James began her career in toys as part of the in-house team at Mattel where she worked on headline hitting campaigns including Ken’s 50th Birthday, the launch of Monster High and Royal Wedding Willam and Catherine Dolls. In 2014, she founded Peepo providing her client K’NEX with first rate PR services. Now recruiting, James is looking forward to growing the Peepo team and generating K’NEX coverage through 2016.

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30 UNDER 30

Sponsored by:

BRIAN SIMPSON General Manager, ToyTown

VICKY HILL Licensing Manager, Bulldog Licensing

BEN HOGG Marketing Manager, Esdevium Games

At 29-years-old, Simpson admits that his main role at the fast growing retailer is “trying not to cock things up too much on a daily basis.” He’s obviously good at it, too as his secondary task of buying and overseeing most other aspects of the business have helped it to storming success the past year. He takes inspiration from his nine month old daughter who offers real insight into buying for girls. She’s also managed to age him by ten years.

What Hill doesn’t know about girls’ collectables craze Shopkins, just isn’t worth knowing. It was only towards the end of 2014 that Hill was promoted to the role of licensing manager at Bulldog, and in just over a year she has made a significant contribution to the firm’s global licensing operation. She has been championed by co-workers for her ‘incredible ability to grow the commercial opportunity and develop brands along a clear strategic path.’

Fresh-faced and only 28-years-old, Hogg has been instrumental in driving the success of party game sensation Dobble, taking the message country wide, particularly among the indie toy retail scene. A regular at Board Game Club, Hogg can usually be found indulging in a home made burger or chatting board games until he runs out of breath. Hogg is an industry personality, bringing passion and knowledge to a vibrant gaming scene.

CAROL FEELEY Creative Manager, Beacon Creative

HAYLEY POWELL Operationa Analyst, Jazwares

Feeley has been a member of the design team at Beacon Creative for six years, having recently taken on responsibility as the firm’s creative manager. Working predominantly in licensing, Feeley has worked with the likes of Disney, Nickelodeon, SEGA, Vivid, Hasbro, Discovery and ITV. All this, and she’s only 29-years-old. Her years as a creative with insight and passion for trends have brought an invaluable focus to the creative company during her tenure.

After joining the Jazwares UK team as a sales coordinator in April 2012, Powell was quickly promoted to the role of operations analyst. It’s thanks to her broad range set of operational skills that makes her a key part in the smooth running of the firm on a dayto-day basis. Bringing an unbridled passion, energy and drive to the team, Powell has been credited with having a critical eye to detail and a knack for making all the things tick behind the scenes.

SAMANTHA CLAPHAM Senior Product Development Manager, Underground Toys

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The ‘bloody brilliant’ Clapham (28) returns for a third consecutive 30 under 30, and the senior product development manager is still ‘going from strength to strength.’ An integral part of the team, Clapham has taken on management responsibility with gusto among a rapidly growing team. She has also worked with a lot of exciting product, most notably a new Mega Poseable Star Wars plush. The Force is strong with this one.

MARIE SHIELDS Social Media & Brand Campaign Manager, Lottie Dolls An Irish PR and communications professional currently working as part of the Lottie Dolls team, Marie Shields excels at storytelling to create great online content. Driven by the level of innovation the toy industry has to offer, Shields loves the challenge of creating new and engaging content, utilising what has been described by peers as her ‘keen lateral thinking and ability to join the dots.’

SAMUEL JOHNSON LEGO Designer, LEGO Group At 28, Johnson is most likely already the envy of a vast population of youngsters and adults, with the one role we’ve all dreamed of at one point or another: designing LEGO. Johnson began his love affair with the hit construction toy brand as a child when he took it upon himself to write to the Danish toy firm, enquiring as to how he could get a job there. They replied with their own advice on cracking the role, he took it and now look at him. No wonder he’s smiling.

STEVE LE VAN Sales Manager, Le Toy Van When Le Toy Van began 20 years ago, young Steve Le Van (24) was still at nursery school. In fact, one of the firm’s earliest toys Stevie’s Farm, was even named after him. But that wasn’t quite enough for the company’s sales manager and since joining the family business (named after his father, Georges Le Van) Le Van is learning the business from the ground up, all with a view to carrying the torch for the firm for generations to come.

TESS PARSONS BROOME Power Rangers Products Manager, Bandai If you’re going to be tasked with managing the Power Rangers, you’d better be damn good. Bandai chose wisely then when they welcomed ParsonsBroome to the role in June 2014. Since then, Parsons Broome (28) has overseen the successful launch of Power Rangers Dino Charge in 2015 and continues to work closely with the team at Saban to ensure the smooth running of the brand all the way to the checkout at retail. January/February 41

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30 UNDER 30

Sponsored by:

KELLY PHILIP Marketing Manager, Fisher-Price and Mega

MICHELLE DALZIEL National Account Manager, HTI Toys UK

CLAIRE OLEWNIK Product Strategy Manager, Mookie Toys

DEAN TEMPEST Joint Founder of Big Potato

Barber (28) joined The Entertainer five years ago as a temp in the marketing team. Now the senior member of a team of seven, Barber has been involved in events, retail campaigns and partnerships key with suppliers and licensors. Well liked among colleagues, she brings passion, energy and a smile to the team.

With several nominations to her name, it’s clear Philip is doing something right. At 29, she has full responsibility for Mattel’s Fisher-Price and Mega portfolio, managing a team of five people. Highly creative, Philip has been championed for her drive. “She has a great future in the toy industry and is a huge asset to Mattel.”

Dalziel (29) has only been with HTI for just over 18 months, but has certainly made a name for herself, having been moved from national account executive to national account manager in such short space of time. She now handles major accounts such as Shop Direct, Sainsbury’s and John Lewis as well as Costco, Hamleys and London’s iconic Harrods.

Olewnik is awarded a place in this year’s listing owing to the fact that at 26, she has already been instrumental in the firm’s recent success, including the launch of Mookie’s 3D Magic range and Pebli Town. Having joined in 2014, this year will see her bring a range of new brands to market, such as Kazooloo, Buddy Balls and FluffiMals.

If there’s a 28-yearold who loves playing games more than Tempest, then tell us quick and we’ll shove this fella out of the list. A founding spud of Big Potato, games launched under his stewardship include Linkee and Obama Llama. Industry nice guy, Tempest brings the party whether at Board Game Club or just another board meeting.

CARA DAVIES PR Manager, Firebox

VENETIA KHOLSA Account Director, Playtime PR

EMMA HANLON Account Manager, Thames & Kosmos UK

SIOBHEAL NIC EOCHAIDH Customer Service, The Irish Fairy Door Co.

LAUREN COOMBS Associate Director, Generation Media

Davies (28) has been called an integral part of Firebox’s comms team, managing the retailer’s PR campaigns along with being involved in its broader product launches. No matter what the task, Davies takes to it with enthusiasm and energy, from cooking up an exciting launch campaign to throwing one heck of a Firebox anniversary bash.

Kholsa’s (28) relentless pursuit for results and no-nonsense approach to securing the best exposure for clients, including Accentuate, The Irish Fairy Door Company and Flying Gadgets, means she has made a significant impact since she joined the Playtime PR team just six months ago. Creative and energetic, Kholsa strives for the very best, every time.

Having joined the Thames and Kosmos team over two years ago, Hanlon (25) has become an invaluable cog within the firm’s well oiled machine. Customer care, purchase decisions and product development, Hanlon’s is a multistringed bow. A wellliked member of the industry, when she isn’t working she’s generally found pint in hand.

At 27 years-old, Eochaidh is a media studies graduate from the University of Ireland. As well as a presenter and a reporter, she is, according to her coworkers, all-out people person. ‘Her ability to represent the magic of our products is incredible,’ said one of her co-workers. She’s also been called ‘eternally happy.’

Coombs (27) had a successful 2015, implementing stand out campaigns for a roster of high profile clients, and scooping a coveted 2015 Toy News Rising Star award. With a head for business and a degree in advertising and marketing on the wall, Coombs plans to progress her career as an associate director while picking up a few further qualifications.

LIANNE BARBER Brand & Licensing Manager, The Entertainer

Gameplan Europe is a business consultancy to the global toy and nursery products industry. We help manufacturers to develop their international business through strategic advice, finding distributors and other types of business partners, and executive search. We have recruited hundreds of toy industry executives across Europe and North America, from European President down to key account manager. We also publish a series of annual directories of business information, such as the International Directory of Retail Toy Buyers, which lists the names of the key buyers in 47 countries. Contact Andrew Dobbie or Margit Pendl on +44 1442 870 100 andrew@gameplaneurope.com or margit@gameplaneurope.com www.gameplaneurope.com 42 January/February

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THE CHANGING FACE OF MANAGEMENT RECRUITMENT Billy Langsworthy talks to Andrew Dobbie, the managing director of Gameplan Europe, an international executive search company and sponsor of ToyNews’ 30 under 30, about the evolving jobs landscape What one must bear in mind is that a candidate is rarely ‘good’ or ‘bad’ in absolute terms. What is crucial is the fit of the person, their experience and their capabilities, to the precise specification for the position, which includes of course the nature of the company offering the job. This means a KAM might be hopeless for one client but ideal for another. Clearly the demands on a KAM are very different in say Schleich or Playmobil, than they are on a company like Vivid Imaginations or a new supplier trying to break into the market. Some companies need ‘farmers’ and other companies need ‘hunters’.

Gameplan Europe has been conducting executive search in the toy industry right across the world for nearly thirty years. How has recruitment changed in that time? The two main changes are the frequency with which people change jobs nowadays and the rise of the Internet as the primary means of communication between people. So tell me how frequent job changes affect the recruitment business. Thirty years ago, a candidate who changed jobs every three years for a long time would be perceived as possibly being unable to hold down a job through incompetence or the failure to maintain interest and motivation, and the resulting need to seek pastures new. In that era, companies wanted to keep talent for the long term. Nowadays, three years is close to the average period of working for a company in sales and marketing in the toy industry, and someone who has been 15 years in the same job is increasingly perceived by some companies as lacking in enterprise and initiative, and possibly being less well adjusted to change. Do you share that view? No. I judge every candidate on his or her merits, which is why a thorough interview is essential in order to evaluate a candidate. We also back up our judgement with confidential input from senior people who know the candidate. Through my many years in the global toy industry, I can call on trusted colleagues who are willing to share frank views with me which they would not do with unknown recruiters.

OK so how do you match a candidate to a client’s needs? Well, first of all, the job specification has to be rigorous, honest and objective. Every company thinks it is offering a superb opportunity for which any candidate should be grateful. The reality is that companies compete for candidates just as much as candidates compete for vacancies. It is counter-productive to portray a company and an opportunity in such glowing terms that the winning candidate experiences profound disappointment on starting work. I counsel companies by explaining how their company is perceived as a prospective employer, and sometimes I disappoint them by having to

A job specification has to be rigorous, honest and objective. Andrew Dobbie, GamePlan Europe

explain that they should not expect to get the most active and successful manager available, but will have to settle for the best available candidate who would be content and motivated in the job on offer in their company. How do your clients react to that degree of candour? If we fail to convince a prospective client of the consequences of competition in the job market gained from our experience, we respectfully advise them that the foundation for a successful cooperation between our company and theirs is lacking. Don’t you lose business that way? No. We gain business because there are other companies which respect our judgement and the experience we can bring to bear in refining their strategies and objectives.

We can, in any case, only work for limited number of toy companies because we have to recruit talent from all the others who are not our clients. Executive search delivers the best talent when client and consultant cooperate closely with mutual respect. Let’s come back to the issue of the internet. Hasn’t that made conventional executive search techniques redundant? It has certainly made it easier and quicker to build a database from which to start networking. However, the next and most important stage is to talk with prospective candidates to stimulate their interest. Managers are contacted more frequently than ever nowadays, so it is correspondingly difficult to gain and retain their interest to listen to a proposal. This is particularly the case with managers who have no interest in changing their job. Such people are often the best people, and we must work hard and with skill to persuade them it is worthwhile looking at other career opportunities. Recruitment advertising or sending out rafts of CVs only accesses those people who are actively seeking a job. In fact, the internet provides a misleading and deceptive feeling of contact with the target market. Are there other consequences of the contemporary rapid turnover of management? Yes. The desire for companies to ensure recruits are effective from day one, because the managers are unlikely to stay around long enough to justify months of induction into the idiosyncracies of the toy business. Another consequence of more rapid staff turnover is the growth in the importance of the HR function in toy companies. If managers change employer every three years on average compared with previously every nine years, then there is three times as much recruitment activity resulting. General managers can no longer afford the time to do it themselves, so even in smaller companies HR managers are becoming common. A final point which flows from more rapid turnover of managers is the need to consider how to retain good people. This is becoming a major strategic issue of HR departments in larger companies, and because of market competition it will become an issue to address for smaller companies also. Andrew Dobbie can be contacted on 01442 870100 or email Andrew@gameplaneurope.com

As a leading executive search consultancy for the global toy industry Gameplan Europe keeps up-to-date with employment issues. We would value reader feedback on this article and if the response is positive we shall write articles again when there is an important issue to advise upon.

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TOYS ON THE BIG SCREEN

Toys in Tinseltown Over the last five years, our industry has been been embraced by Hollywood execs, movie audiences and film critics alike, but looking forward, the number of toy properties on the big screen is truly unprecedented. Billy Langsworthy looks at the upcoming slate (over 25 movies across the next four years) and what it could translate to at retail HOLLYWOOD HAS tapped the world of toys and games for ideas for decades now, in a trend stretching back to the Eighties with the likes of The Care Bear Movie, My Little Pony: The Movie and Masters of the Universe. Suffering mixed results at the box office, and largely slated by critics (one said of The Care Bear Movie: ‘it has a lot going for it if you can tolerate the Bears’), the movies came and went without studios banking on toy properties to be the future of the big screen. After all, while a successful movie can boost a brand, a stinker can sink one. There was the perception, especially among critics, that movies based on toys and games would just be 90-minute long adverts for such products. But in recent years, that has all changed. In today’s film landscape, all three of the major toy

firms have serious stakes in Hollywood. LEGO has a slate of movies on the way with Warner Bros, Mattel has set up a film production arm called Playground Productions while Hasbro Studio has produced a run of box office hits including the blockbuster Transformers series. Elsewhere, DreamWorks snapped up the rights to the Good Luck Trolls and is set to launch an animated Trolls movie this year while Playmobil has teamed with ON Animation Studios for a big screen trilogy, kicking off with Playmobil: Robbers, Theives & Rebels in 2018. On the LEGO front, spurred by the success of 2014’s The LEGO Movie (over $460m grossed worldwide, one BAFTA bagged and an Oscar nomination for Best Original Song), Warner wasted no time is pushing ahead with future brick-pics.

The LEGO Batman Movie and The LEGO Ninjago Movie are set to hit cinemas in 2017, The LEGO

We think that all of Hasbro’s brands have the potential to inspire a great story. Stephen Davis, Hasbro Movie Sequel wll arrive in 2018 while The Billion Brick Race is rumoured for release in 2019. Mattel hasn’t been as involved in the movie-making business as some other toy firms, but looking forward, this is about to change. After years of successful straight to DVD CG-animated Barbie

movies, the firm is pushing ahead with a live action Barbie film for 2017. Elsewhere, the firm’s Playground Productions is exec-producing a live action Monster High movie set to hit cinemas this Halloween and the firm also has films based on Max Steel and Masters of the Universe in development. But the most prolific moviemakers in the toy world is Hasbro Studios, with its dedicated Allspark Productions label. Back in 2007, Hasbro dipped a toe into the world of live action movies when it licensed Transformers to DreamWorks. It became the fifth highest grossing film of that year, and a penny dropped. Then, with 2014’s highest grossing film under its belt in Transformers: Age of Extinction, Hasbro Studios altered how it handles its properties with

the launch of Allspark Pictures. It’s a move that has ensured the firm retains creative control over the entirety of its big screen output. “We are involved at every step of the creative process,” Stephen Davis, executive VP/chief content officer at Hasbro, tells ToyNews. “What’s exciting about Allspark Pictures is that it also gives us the ability to be even more involved in the marketing and calendarisation of our films, which is important to support our long lead consumer products strategies, tie-ins and other partner initiatives. “We put storytelling at the centre of everything that we do and it’s an exciting challenge to use our brands as the genesis for the creative process. The Hasbro creative team works alongside some of the most talented writers,

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TOYS ON THE BIG SCREEN

Toys getting the big screen treatment in next five years include Trolls, Playmobil, Play-Doh and Barbie

producers and directors in the industry to find original, creative perspectives for our properties. “We like to think that all of Hasbro’s brands have the potential to inspire a great story, but we’ll only tell it if and when that story is right.” Well, looking at Hasbro Studos’ upcoming slate, it looks like the firm has found the right story for quite a few of its properties. This year sees the arrival of Jem and the Holograms and Ouija 2, My Little Pony will trot into cinemas in 2017 while also in development are Micronauts, Transformers 5, 6, 7 and 8, GI Joe 3, Hungry Hungry Hippos, Magic: The Gathering, Monopoly, Dungeons and Dragons and Play-Doh. The latter has resulted in many raised eyebrows, in much the same way as when The LEGO Movie was announced. How can you turn Play-Doh into a movie? What would it involve? Davis sheds some light. “This goes back to putting storytelling at the centre of how Allspark Pictures and Hasbro approach movie making,” he says. “Play-Doh is a brand that everyone knows, so making it into a film requires an extremely creative approach. It’s still very www.toynews-online.biz

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early in the process, but when the film hits theatres you can expect to see a fun character-driven world that is playful and inventive and will appeal to a fourquadrant audience.” No longer a joke toy movies are now attracting serious talent in-front of and behind the camera. Michael Bay has already made Transformers his own, while the Oscar-winning screenwriter of Juno, Diablo Cody, is writing the Barbie movie, the guy writing the next Thor film is also penning the Masters of the Universe movie and a Game of Thrones scribe is on board for Magic: The Gathering. Elsewhere, Ralph Fiennes, Rosario Dawson, Michael Cera, Zach Galifianikis and even Mariah Carey have joined the voice cast for The LEGO Batman Movie while Anna Kendrick and Justin Timberlake are on board for Trolls. “As we had the exclusive rights to grant, we had pitches with different studios and to my surprise, there was a lot of interest in creating the Trolls movie,” the CEO of Dam Things, founders of the Good Luck Trolls, Calle Østergaard tells ToyNews. “The deal will DreamWorks will result in a film boasting the superb quality that it’s known for. Thomas Dam [creator of

the Good Luck Trolls] always wanted a movie for his Trolls and now he can look down and see what it became.” And it’s not only the toy brands themselves that have peaked the interest of movie producers. It seems the truelife stories behind some of the biggest toys and games are also inspiring a new wave of big screen dramas. Reese Witherspoon’s production company is set to make a film about the life of Barbie creator Ruth Handler while Big Beach, the production team behind Little Miss Sunshine, is developing a film about the creation of Monopoly based on Mary Pilon’s best-selling book, The Monopolists: Obsession, Fury and the

Scandal Behind the World’s Favourite Board Game.

Thomas Dam always wanted a movie for his Trolls and now he can look down and see what it became. Calle Østergaard, Dam Things The guys at Dam Things are also writing a book about the extraordinary trials and tribulations of Thomas Dam, the creator

of the Good Luck Trolls, and the firm is confident it will be adapted for the big screen. “That’s the plan,” Østergaard tells ToyNews. “We are in the early stages of writing a book, and then we’ll see if we can do a movie.” With Hollywood talent on board creating films that are igniting the box office and delighting the critics, we’re in the midst of a golden age for toy stories. As the movies’ tie-in products line the shelves, the on-going success of, and appetite for, these brands on the big screen over the next five years can only be good news for the industry. So grab some popcorn and get comfortable.

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Friday, March 11th Millennium Gloucester, London

REWARDING THE PEOPLE BEHIND THE COMPANIES

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ACCOLADES UP FOR GRABS l Retailer Buying Team of the Year (Indie/SMB) l Rising Star â&#x20AC;&#x201C; Licensee l Rising Star â&#x20AC;&#x201C; Licensor & Agent l Retailer Buying Team of the Year (Major/Multiple) We aim to shine the spotlight on every sector of the business: from agents to licensors, retailers to licensees, design agencies to rising stars and unsung heroes.

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Due to its popularity in 2015, we are moving to a new venue and time in 2016. The awards will take place at the wonderful South Kensington Millennium Gloucester Hotel on Friday, March 11th and there will be 14 prestigious accolades up for grabs.

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l Unsung Hero l Licensing Agent of the Year l Brand Extension and Beyond l Licensee Team of the Year l Licensor Team of the Year (SMB) l Licensing Deal of the Year l Licensor Team of the Year (Enterprise) l Manager of the Year l Licensing Solutions Team of the Year

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03/12/2015 16:26

BIG MONSTER TOYS

Monsters Inc

Big Monster Toys is one of the most well respected toy invention houses in the world. An offshoot of the famous Marvin Glass & Associates, the goings-on inside the firm’s ‘office’ is one of the closest guarded secrets in the industry. Billy Langsworthy managed to get past the creature at the door to talk with company president Donald Rosenwinkel about creativity, licensing and the importance of indie retail

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BIG MONSTER TOYS ON CHICAGO’S South Racine Avenue lies a massive yellow door with a huge creature peeking through the glass frame. It’s the home of Big Monster Toys, one of the most well respected inventing houses in the world, and within five second of stepping inside the ‘office’ (to use the term as loosely as possible), it becomes clear that the inside is just as remarkable as the eye-grabbing exterior. You are immediately met by a series of creatures, each sculpted by BMT designers, as well as some of the firm’s most popular creations of recent times, including the brand new Spinnyos Giant Yo-ller Coaster, a magnetic take on marble runs that BMT devised for Fisher-Price. The rest of the office is similarly offbeat, and during a guided tour, it became a genuine struggle to keep a huge daft grin under control. A toy track rattles past above you, continuing its journey circling the entire office, while the office kitchen is housed inside a giant toy train carriage. One wall is covered is moving cogs. While designed to help nurture creativity, look a little closer at the environment

firm started life as an offshoot of Marvin Glass & Associates, creators of MouseTrap, Simon, Rock Em Sock Em Robots and countless other hit toys. The myths around Glass himself could fill an issue of ToyNews with ease. Not many other toy execs have had Playboy pen a feature on them, but then again, not many were best friends with Hugh Hefner. Away from the crazy stories, for Rosenwinkel, Glass remains legendary as he pioneered the idea of being an independent toy inventor and helped turn Chicago into the toy invention capital of the world.

To create toys, you have to think like a kid. You can’t do this working in a sterile, cubicle kind of space. Donald Rosenwinkel, BMT and there’s a more personal touch to each decoration. Each cog represents a member of the company. Similarly, the toy train is filled with knick-knacks added by each new employee. “My contribution to the train is the guy in the Cubs cap doing yoga,” says BMT president Donald Rosenwinkel, who backs up what the office aesthetics suggest: the company is like a family. “I’ve got four amazing partners who run the business, plus 25 employees who are the heart and soul of the place. As the cogs show, it’s about everyone working together.” Looking back at the family tree of BMT, the

“Marvin didn’t want to be a manufacturer; he just wanted to come up with ideas,” says Rosenwinkel. “He wanted to go to manufacturers and try to sell them his ideas. “They weren’t his ideas, but he was really good at finding creative people and he was a great salesman and a great promoter of the business. Everyone in the industry knew who Marvin was. He insisted that the clients come to him. He had a lavish office filled with fine art and he would wine and dine the clients and they loved to come and see Marvin. They would all end up in Chicago to see him, so it’s only natural that now Chicago is

the main hub of toy invention, probably in the world.” Rosenwinkel worked for Glass for ten years, and when the company folded in 1988, he set up BMT along with several other former Glass employees. Since then, BMT has launched products including the billion dollar making Fashion Polly Pockets, iconic Hot Wheels track Criss Cross Crash, popular games like Brain Warp, Guesstures and UNO Attack, nineties doll hits such as California Roller Baby and Casey Cartwheel as well as recent successes like Jenga Quake and lines for Mattel’s BoomCo brand. Most are on display at the entrance of the deliberately designed office space, an environment that has been tailor made to get the creative juices flowing. “To create toys, you have to think like a kid,” says Rosenwinkel. “I don’t think you can do this working in a sterile, cubicle kind of space. You’ve got to be willing to get down on the floor and play a game or push a train around. We want people to come in here and think it’s some kind of wonderland. “The door outside has become a Chicago landmark,” he adds. “People knock and want to come in, but we don’t let anyone in. We’re very private. There’s a mystique around what we do.” So what do the inventors at BMT do? Well, the space boasts a recording studio, a digital editing facility, 3D printers and even an area for employees to have a sleep if needed. An idea can go from being a raw concept to a functioning prototype without ever leaving the space.

As well as designers, BMT is home to model makers, engineers, electrical engineers, computer science guys, sculptors, graphic designers, ex-architects and teachers. Rosenwinkel claims: “We don’t necessarily look for a degree when we hire somebody; we look for a creative spark. Anybody can be a toy inventor.” And while crowdfunding seems to championing that very mantra, Rosenwinkel is not one of the medium’s biggest fans. “It’s kind of a pain in the butt for us,” he admits. “It complicates things. It does have its limitations in that it’s focused on a certain demographic. It’s not a great way to sell pre-school toys or even family games. The firm has seen some fundamental shifts in the way

the industry operates since launching back in 1988, with licensing being the biggie. “I don’t think the industry is in a very good place at all creatively,” says Rosenwinkel. “Licensing is filling the shelves but it’s also strangling the industry a little bit. There are breakthrough products that are amazing and wonderful and we’re hoping to create one of those but so much of it is under the pressure of branding and I don’t think that’s healthy for the industry.” So where is the silver lining? Rosenwinkel points to independent retailers. “Indies are vitally important,” he says. “They don’t do the numbers of a major, but they’ll take a risk and get in on something without it needing a big push behind it. “I love the smaller retailers; I wish they had more muscle than they have. My message to them is keep up the good work.” Once inside BMT HQ, you notice that the monster that appeared gigantic from the outside is actually instead a vertically challenged beast balancing on four wooden alphabet blocks to sneak a look a passers by. It’s an in-joke for those who make it inside the building and neatly sums up what’s at the heart of BMT’s mantra: fun.

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BIG POTATO

Chip tease From Linkee to Obama Llama, Bucket of Doom to Mr Lister’s Quiz Shootout, the Big Potato team has always aimed to bring something unique to the industry. Now, the firm is trying its hand at games distribution. Robert Hutchins talks to co-founder, Dean Tempest, about the company’s exciting new venture The Chip Shop WHAT LINKS a London ad agency, Barack Obama and a King Edward? The answer is, of course, potatoes. And in fact, two of the three mentioned above are directly linked to one of the most important spuds the toy industry has encountered in the last decade: Big Potato. A team of four former London advertising executives, Big Potato burst onto the toy scene in 2012 when it launched its debut title, Linkee. The immediate success of the shouty-out trivia game led this band of creatives to quickly desert their posts in the world of advertising and take up a full time position in the toy industry with their own portfolio of party game creations. Now, in the wake of a successful roster of Linkee spin-offs, including a Dinkee Linkee and a Linkee-inspired game show hosted by Mark Williams, as well as a catalogue of games such as Bucket of Doom, Mr. Lister, Qwordie and Radio One DJ Matt Edmonson’s Obama Llama, Big Potato is disrupting the industry once again. In its latest project, the team is making the move into games distribution, opening up independent retailers to some of the newest and most unusual games from around the world. Sticking with the potato theme, the new business venture is called The Chip Shop and is the result of the team’s collective disbelief that so many of the games it has uncovered in its travels simply aren’t available to the UK market. “We’ve stumbled across so many cool games on our travels, and have always been surprised they aren’t available in the UK,” Dean Tempest, co-founder of Big Potato, tells ToyNews. “At the same time, we were trying to work out how we

could make our Big Potato games more accessible to indie stores. The Chip Shop will enable us to do both.” With the aim of being the alternative games distributor to the UK’s independent toy and game retailers, The Chip Shop sticks to one simple philosophy: ‘If we haven’t made it, we wish we had.’ Tempest continues: “The indies are important to us. We believe that to truly grow a good game you need to start from the grassroots and work up.” It’s a concept that Big Potato has already had a lot of experience with, having built a community around Linkee back in 2012 by challenging the public to submit their own questions to the hit trivia game. “Working closely with the indies – true advocates of good games and whom customers trust – we know

We won’t have hundreds of games on offer, but like a good chippy, we’ll be selective about what we source and offer. Dean Tempest, Big Potato

this is the best place to get our message across.” The new concept will see The Chip Shop house a number of exclusive titles, sourced from across the globe. It stands to reason then that when it comes to the menu, quality is more important than quantity. “We won’t have hundreds of games on offer, but like a good chippy, we’ll be selective about what we source and offer. A smaller menu is usually the sign of a more thoughtful chef,” explains Tempest. More than anything, The Chip Shop presents a bridge between the creative minds behind a new era of party gaming and the open-minded retailers that sell them. “The Chip Shop needs to be something that can evolve with our customers,” explains Tempest. “In fact, we hit the phones this

year and called over 250 indies to ask them what they would like from a new distributor. What we learned from those chats will shape The Chip Shop this year.” While 2016 has been earmarked as the year that the team builds The Chip Shop’s reach across the UK, this kitchen of creativity is already hotting up and open for business now with a raft of games available from German firm Zoch. “They make games that we love playing in the Potato Cave, so we figured that there must be loads of people out there who would love them, too,” says Tempest. “2016 will be the year we build The Chip Shop. By the end of the year, indies will hopefully be really pleased with what we are trying to do, and the world of The Chip Shop will be cooking on full gas,” he concludes.

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BANANAGRAMS

Pick of the bunch

This month marks ten years since Rena Nathanson launched Bananagrams at London Toy Fair. Billy Langsworthy talks to Nathanson about the firm’s new games for this year, the roaring success that was last year’s Bananagrams Challenge and how the business has changed since its pouches first arrived in 1996

It’s a big anniversary year for you guys, so what’s in store for 2016? It’s our tenth Bananaversary and we have some exciting plans in the pipeline. At London Toy Fair, we’re unveiling two brand new games: the hilarious and energetic Bananagrams Party – which sees players undertaking challenges and forfeits for ‘Party Power’ tiles while trying to complete their word grids – and a new game for younger players called My First Bananagrams. We created that one on the back of customer requests for a game using lower case letters. We’ve made the tiles colourful and more appealing to a younger eye, we’ve added some unique double-tiles of vowel pairs, word families and digraphs, plus the pouch is a less-ripened green colour. Also at London Toy Fair, we’re celebrating our tenth Bananaversary by sponsoring The Bananagrams Lounge – it’s a really convenient and comfortable meeting

point and visitors can also discover if their own name is actually a playable word in the game. How has the industry changed since Bananagrams first arrived? Well, there are certainly a lot more games in fabric pouches now. But seriously, I have mentioned in the past that with all the crowdfunding opportunities, the entire landscape for game and toy inventors has shifted dramatically. Much more can be achieved independently, which is a really good thing. There’s also a definite move away from insular digital play – people want to engage again with actual human beings, so I’m grateful for events like Board Game Club which offer a fantastic interactive experience (and a chance to be just a bit naughty with friends). It’s a very exciting space. How was 2015 for Bananagrams? 2015 was a very eventful year for Bananagrams. We

How has the industry changed since we first launched? There are a lot more games in fabric pouches now. Rena Nathanson, Bananagrams witnessed our first ever Bananagrams Challenge – a primary school tournament in the UK, which was amazingly successful and

saw more than 15,000 school children playing the game in classrooms across the UK. We then went on to launch the same initiative in the USA and have doubled capacity for the 2016 Challenge here in the UK. 2015 also saw Bananagrams take on North American distribution for Linkee. This is the first time we’ve added an ‘external’ game to our retailer offering and it’s proving to be a great partnership. On top of that, we launched the new Bananagrams WildTiles game in the UK as well as a refreshed and revamped Zip It, the small space word race. Are there many differences in how business has been in the UK versus the US? Proportionally, not really, in that globally our brand is doing really well. The business structures in each territory are quite different, which in turn comes with different challenges and rewards. They compliment one

another and 2015 was terrific for us. We have partnered with unique organisations like BAFTA here in the UK, and The Screen Writers Guild East, New York Magazine and Vulture in the US. All are very diverse and offering lots of new and interesting opportunities to extend the reach of our brand and the games under the Bananagrams umbrella. What are you most proud of from the last 12 months? Without doubt, The Bananagrams Challenge. It was always our dream to have schoolchildren engaging with the games in the classroom and the Challenge proved a tremendous success. We achieved everything we hoped for and the feedback from teachers and children was overwhelmingly positive. This is now an annual event for us and we’re on track to have around 30,000 UK primary school children participating at this year’s event.

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12/4/15 09:23

IGEN INSIGHT

Why are UK mums leading the way in online purchasing? IGen Insight’s insight manager Claire Milner takes a look at how pre-school mums in the UK are trumping their European and US counterparts when it comes to surfing the web for products and researching ranges online AT IGEN Insight, we specialise in speaking to parents and kids to gain insightful and actionable research to help grow businesses. Many of our clients operate within the toys and games industry, kids and family media space and mother and baby markets. Outside of this, we regularly undertake our own research, to deepen our knowledge and understanding of the market landscape and wanted to share some of our recent insights. In September 2015, alongside our sister company Generation Media, we were invited by organisers to talk about market-relevant topics from the baby and toddler outfitting industry at the Kind + Jugend conference. At the time, we’d just conducted an online survey amongst 1,800 expectant women and mums of preschoolers across the UK, Germany, Spain and USA. As reported for ToyNews, we discovered that despite each mum’s journey being unique, there were some very strong commonalities across all territories, such as their approach to information gathering and use of devices – online using her mobile being number one. This is particularly so for expectant women, whose daily use of the internet is nine per cent higher than that of pre-school mums. However, there were also some visible differences at a market level and one of the most stand out themes we can exclusively share, is that UK mums in this demographic are leading the way for online purchasing, with 64 per cent saying they purchase online on a daily to weekly 54 January/February

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basis, comparative to an average of 41 per cent across the other three markets (graphic 2). Additionally, 37 per cent of UK mums agree that they prefer to buy things online rather than in-store, the highest among all the other countries. This ties in with their move away

from traditional parenting magazines, with 60 per cent of UK mums saying they never refer to these for information, a huge contrast to Spain, where 40 per cent are reading them on a daily to weekly basis. What’s surprising is that the number of hours UK mums spend online does

not exceed that of the other markets. Typically, expectant women and pre-school mums across all territories are accessing the internet for one to three hours daily. In fact, the highest daily users are in the USA, with almost 30 per cent claiming to go online for more than four hours.

Furthermore, the number of UK expectant women and pre-school mums that say they’ve purchased products for them or their baby, directly as a result of seeing an advert on a parenting or non-parenting website, is the lowest (graphic 4). In this context, it’s Spanish mums which www.toynews-online.biz

12/9/15 15:59

IGEN INSIGHT

Have purchased products/services for mum/baby directly as a result of seeing an advert on a… …parenting website

…non-parenting website

Market average

31%

26%

Spain

42%

35%

USA

33%

25%

Germany

27%

26%

27%

21%

appear most directly influenced through online advertising. If UK mums in this demographic have a higher propensity to purchase online, why do they seem less likely to be directly influenced by online adverts? Essentially, they’re taking time to look around before purchasing. Firstly, UK mums are much more likely to research products online before going on to purchase, with 81 per cent doing this on a daily to weekly basis, compared to 73 per cent on average. And although ‘direct’ purchase in this instance was lowest, 36 per cent of UK expectant women and pre-school mums still think parenting websites are the most effective medium for advertising mum and baby products. In-store advertising was ranked second (30 per cent) and TV third (24 per cent). www.toynews-online.biz

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We can therefore easily imagine mum browsing in-store and then going home to purchase online, or looking up a product on her tablet as she catches sight of an advert during her TV show. So why are UK mums leading the way in online purchasing? Could it be that UK mums are simply spending more? Out of all the markets, the Spanish mums are the ones purchasing online less often. When we look at their gross household income comparative to that of the UK, it’s much lower. In Spain, the most common income band is €10,000 to €18,499 (roughly £7,000 - £13,000 *) (graphic 5). Whereas in the UK, it’s £32,000 to £47,999. While this doesn’t take into account tax, cost of living etc, inevitably, this is likely to be a key contributor. But what are the other factors? We’ve already seen that UK mums like to shop

around - having the highest tendency to research online and the highest preference for online shopping over in-store. What’s more, almost 60 per cent of UK mums agree that they couldn’t live without the internet, compared to 43 per cent on

UK mums are much more likely to research products online before going on to purchase. Claire Milner, iGen

average, the lowest being in Germany (32 per cent). So while their usage isn’t significantly higher than the other countries, they’re seemingly more dependent on it. Comfort and convenience of access also play a role, with UK mums much more likely to access the internet on a tablet or while travelling (21 per cent: UK, 13 per cent: USA, 10 per cent: Germany, nine per cent: Spain). It’s our conclusion therefore, that these combined factors provide a very strong basis as to why UK expectant women and pre-school mums are leading the way in online purchasing. We’re really excited by these findings, not only because we’re looking at key commercial markets, but that data on expectant women and mums of preschoolers is hard to come by. From a research point of view, it’s one of the most difficult target markets to reach.

At iGen, we use fun, engaging and interactive methods to deliver insightful, actionable research. Whether you’re wanting to measure brand awareness, get a better understanding of your target audience or just looking for quick feedback on a new product, we can help. If you’d like to find out more about this study or chat with us about your business needs, please get in touch. Talking to kids and parents is what we do best. For more information contact: Claire Milner at claire.milner@igeninsight. com or on 0207 637 9970. *Based on exchange rates 07 December 2015

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THE TOY STORE

“Public response has been brilliant” September 2015 saw The Toy Store make its UK debut, opening its first store on London’s Oxford Street. Robert Hutchins catches up with Geoff Sheffield, director of purchasing and licensing at The Toy Store, to find out how the first four months of trading have been and what 2016 expansion plans are in place How have the first four months in London been for you guys? I think the best phrase to use here is ‘a steep learning curve’. Like any venture into a new market, there are many things you can predict and then there are others which are simply out of your hands. The team on the ground are superb and what is great is seeing how they have adapted to the challenges and rallied together to keep things on track. Last year you said that The Toy Store was going to bring theatre back to the High Street. What has consumer reaction to this been like? This has been one of the most pleasing elements as the public response has been brilliant. Customers have consistently been positive about the look and feel of the store and they have found it a pleasant environment in which to shop. As far as getting across our message to a wider audience, we have some work to do to let people know that we exist. The passing trade is naturally there, but the destination shopper needs to be told we are there. As a newcomer to a mature market with some excellent players, not just around W1 but across the market, we have to continue to be engaging with our consumers and provide that immersive experience with the brands and characters they love. What are the biggest differences you have noticed between the UK and your overseas stores? The pace of things is slightly slower in the UK versus our home markets in the Middle East, which presented a few challenges during set up. However, the biggest difference is that we are an established, known brand in the Middle East, 56 January/February

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but a new player in the UK. In addition, the online retail environment in the UK is massively advanced versus our region and as a result, people are more price sensitive and better educated in terms of upcoming products and trending items. What are your expectations for 2016? We can see the positive impact of merchandising by licence on sales of non-core toy product within sections. We need to work with our partners closer to bring further emotional touch points for the customer with their favourite characters. If we get the message across to a wider audience, we believe 2016 can be a success. However, it is early days and with everything happening in the world right now, I think it’s impossible to predict too far ahead.

We’ll continue to bring more events and great products to the West End.

Geoff Sheffield, The Toy Store What plans for expansion have you got for 2016? We are about to open our first store in Riyadh in Saudi Arabia with our partner House of Retail. In addition, we have seven more stores opening in the Gulf Cooperation Council in 2016, further cementing our position in this region. The team is also in numerous discussions for additional franchise opportunities in all corners of the globe, so there is plenty to do in this respect. We have also been overwhelmed with interest since the London store opened, from all corners of the UK. We are currently

assessing some interesting options, but it is too early to divulge anymore at this stage. What can we expect to see from The Toy Store in the New Year? We will continue to bring more events, more experience and great products to the West End. We will look to add some strategic alliances to the store to capture a wider audience and drive footfall to this iconic location. Of course, consumer confidence is always a major factor so economic outlook is key. Not just in the UK, of course, but given our location, tourism is important. So the wider economic picture plays a role also.

Oxford Street always attracts shoppers, but given the prominence of the city, people need to also feel safe to shop and this will play a short term factor with the daily news reports from around the world. What will be the big brands of 2016 for you guys? Star Wars will of course play a role, although as to whether the product will be the big success people are hoping, I’m not sure. The movie will be a smash, let’s hope it translates to sales. What do you make of the current ‘gender neutrality’ debate among campaigners and the toy industry? Strangely, this has not really impacted us. Through the strategy of merchandising by licence and character, we have avoided the entire debate. But I believe there is no real debate here: toys are toys and are open to all. www.toynews-online.biz

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TOY FAIR

12/9/15 12:20

ANATOMY OF A BLOCKBUSTER TOY

Anatomy of a blockbuster toy: Since its launch as a toy in 1956, after being used as a cleaning agent in the 1930s, Play-Doh has rocketed to global fame, shifting over two billion tubs of the compound to become the number one arts and crafts product in the UK. As the brand turns 60, Robert Hutchins explores the versatility of this blockbuster toy IT’S A VASTLY overlooked fact that Play-Doh began life in the 1930s as a solution for cleaning wallpaper in homes. It wasn’t until a group of school children started using the substance as a moulding clay in an art class in the 1950s, that the product was remarketed as the iconic children’s line we know it as today. Over that time, and since its official launch into the children’s market in 1956, Play-Doh has shifted over two billion units worldwide and finds itself at the forefront of the booming arts and craft market. In fact, such is the global recognition of the now iconic Play-Doh brand, that in the last five years alone, over one billion cans of the mouldable clay have been shipped to retailers and young fans worldwide. All in all, that’s not too bad for a product that used to be found hanging off your Great Aunt’s living room wall. However, as it kicks off the celebrations for its 60th anniversary this year, Play-Doh’s plans for world domination are most definitely far from over. Hasbro has now detailed its plans to continue to deliver new innovation to the arts and crafts market through its latest brand extensions including construction themed play, food role-play and a plethora of brand new licensing relationships. And it is in the firm’s licensing partnership with Disney, that a new collection of Frozen and Marvel branded Play-Doh products are looking to help increase the brand’s audience size further still. 58 January/February

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“Over the years, the PlayDoh brand has expanded and evolved from its classic Play-Doh can to a variety of colours and engaging play-sets,” Craig Wilkins, marketing director at Hasbro for UK and Ireland, tells ToyNews. “Entering new categories of creativity, the Play-Doh brand extended its toy box strategy, resulting in 99 per cent consumer awareness. Nowadays, and outside of the core toy range, the Play-Doh brand has multiple licensees who expand the Play-Doh world. “From Frozen to Marvel, the wide range of Play-Doh licensed products help build creativity alongside the characters kids love.” FOOD FOR THOUGHT Having seen ‘tremendous growth’ over its years, Play-Doh currently enjoys the accolade of the number one product in the total UK

arts and crafts market, and is a key player under the Hasbro umbrella of globally revered brands. But that doesn’t mean team Play-Doh can afford to rest on its laurels, and continued brand extension remains at the forefront of the firm’s mind as it ploughs ahead with its global growth. “With new lines being added to the Play-Doh brand year-on-year, there are limitless possibilities

for new play-sets,” continues Wilkins. One of Hasbro’s biggest pushes in recent years has been in Play-Doh’s food role-play offering, which features the popular Cupcake Celebration and Ice Cream Parlour, giving kids the chance to get creative with a number of different foods. Hasbro explains: “From Pizza Party to Cupcake Celebration or Crazy Cuts to Diggin’ Rigs, the Play-Doh

brand is versatile enough to keep producing innovative new products year-on-year. “It’s what makes us the market leader in arts and crafts, and thanks to its endless creative possibilities, we can ensure hours of fun, while its heritage, quality and trust make it the number one craft choice for parents.” MOULDING A GENERATION There’s no doubt that from its creation, Play-Doh fast became a classic and loved toy brand, used in homes and schools in over 90 countries around the world. But we’re a long way off 1956 now, and with the experience of 60 years in delivering new innovation in the arts and crafts market behind it, what has it learned and what has it got in store for the next generation of young fans? Its advances in adapting to the way children of www.toynews-online.biz

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ANATOMY OF A BLOCKBUSTER TOY DOH COUNTRY FOR OLD MEN Not content with storming the UK art and crafts market, Hasbro is now turning its attentions to Hollywood in an effort to make Play-Doh a star of the silver screen with a live-action Play-Doh movie now in development. Developed by Hasbro’s own studio, Allspark Pictures, the movie is said to be attached to Paul Feig, the director of Bridesmaids, who is now rumoured to bring the line to TinselTown. Stephen Davis, chief content officer at Hasbro,

today play have seen Hasbro launch the Play-Doh sister product DohVinci, inspired by the recent leaps forward in bringing 3D printing into the household. “The DohVinci brand provides an intuitive and unique play pattern, which allows kids to decorate their world in 3D using a styler tool and Dohvinci/ Play-Doh compound,” explains Wilkins. “Unlike most paints or markers, if you make a mistake with DohVinci, you can wipe off the design and try again. Once complete, the kits can be assembled for unique creations. “Since its launch in August last year, DohVinci has taken the arts and

crafts world by storm, and has received Christmas top toy nominations.” Of course, Play-Doh is no stranger to the odd accolade and not only did The Play-Doh Cake Mountain play-set receive the Best New Toy Award within the Creative Category at the UK Toy Fair 2014, the Play-Doh brand has also been placed in the Strong National Museum of Play’s National Toy Hall of Fame, and was named one of the 100 most memorable toys of the 20th Century by the US Toy Industry Association. But that’s all history now for this forward thinking brand. And while its multitude of accolades

over the years truly cement the brand’s place in the blockbuster toy category, the only way Hasbro can continue to succeed in the market is by maintaining its position ahead of the curve with new innovation. And with a wealth of tricks up its sleeve for the year ahead and beyond, confidence in the brand’s continual ability to keep those tills ringing at retail is high. Wilkins says: “With licensing for Frozen, Marvel Avengers and the upcoming launch of Play-Doh Town, the brand is continuing to grow year-on-year, while maintaining its position as the UK market leader in art and crafts.”

tells ToyNews: “The PlayDoh movie goes back to putting storytelling at the centre of how Allspark Pictures and Hasbro approach movie making. Play-Doh is a brand everyone knows, so making it into a film requires an extremely creative approach.” Still in early development, Davis states that when it does hit screens, the movie will deliver “a fun character driven world that is fun and inventive” for a four quadrant audience.

PLAY-DOH’S FUN FACTS n Play-Doh has been named one of the ‘100 most memorable toys of the 20th century’ by the Toy Industry Association. n Play-Doh has been placed in the Strong National Museum of Play’s National Toy Hall of Fame. n The Play-Doh Cake Mountain play-set received the ‘Best New Toy’ award within the Creative Category at the UK Toy Fair 2014. n More than two billion cans of Play-Doh have been squished and squashed since 1956.

n If you made a big ball of all the Play-Doh compound ever created, it would weigh more than 700 million pounds. n Over one billion Play-Doh cans have shipped in the last five years.

A BRIEF HISTORY OF PLAY-DOH 1972: Play-Doh hits its 500,000,000th can made. 1977: The Play-Doh Fuzzy Pumper Barber & Beauty Shop play-set launches for kids. 1986: Play-Doh, packaged in a cardboard container for 30 years, now arrives in a tightly sealed plastic container for longer life. 1956: Play-Doh launches for the first time in one colour and size; an off white 1.5lb can.

1960: Play-Doh mascot Play-Doh Pete is created along with the first Fun Factory play-set.

1991: Play-Doh joins Hasbro as part of the Playskool line.

1957: Three new colours join the Play-Doh line up: introducing yellow, red and blue.

1970: The Play-Doh Pete TV advert is voted into the top 100 best adverts by Advertising Page.

1996: Play-Doh celebrates its 40th birthday and introduces two colours: silver and gold.

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2000: The Play-Doh Colourful Campaign collects more than 100,000 votes to determine the country’s favourite Play-Doh colour; Rose Red, Purple Paradise, Blue Lagoon and Garden Green shared the win. 2006: Play-Doh celebrates its 50th anniversary. 2011: Play-Doh is named in TIME Magazine’s Top 100 Toys of All Time. 2012: Play-Doh acquires one million Facebook fans, and marks the occasion by donating one million cans to inspire young, creative minds across the country. January/February 59

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DATA PROTECTION REVIEW

Hacked off

In the wake of hackers targeting VTech’s Learning Lodge, Harbottle & Lewis’ Jeremy Morton asks if it’s time for toy firms dealing in apps, kids’ sites and online worlds to review how they handle data protection

THE UK Information Commissioner’s Office, reporting the findings of an international review of children’s websites and apps, says that it is considering enforcement action against several businesses under data protection laws. The announcement coincided with last autumn’s publication of findings by the Global Privacy Enforcement Network (GPEN), an organisation comprised of 43 countries’ privacy enforcement authorities. The aim of GPEN’s ‘sweep’ of children’s privacy was to review the online collection of personal data from children, and the adequacy of protective controls. The exercise included the UK, France, Germany, Ireland, the US and 14 other countries, all of which protect children’s personal data by law. For example, in the US, controls are imposed under the Children’s Online Privacy Protection Act (COPPA). In the UK, the scope of data collection and processing must be fair and not excessive, and must be justified as necessary (unless covered by adequate consent, which is always tricky when it comes to children’s data). Information must also be kept securely, an issue highlighted when VTech recently announced that its app store database, Learning Lodge, had been hacked. Other recent data breaches have resulted in substantial fines. A new, EU-wide ‘General Data Protection Regulation’ is likely to be finalised in coming months, imposing additional controls. GPEN looked at almost 1,500 sites and apps,

of which around 1,000 collected personal data. Whilst around 30 per cent of those had effective controls in place, more than 600 sites left the authorities ‘uncomfortable’. These included sites expressly aimed at children and other sites that are popular with children. The concerns included: n Inadequate, nonexistent or over-complex privacy policies. n Collection of unnecessary and wideranging information, including full birth date, phone number, and photos or videos. n Lack of monitoring to avoid children disclosing unnecessary personal information. For example, in the case of a website inviting children to share their drawings, failing to check that the drawings did not include information such as name and address. n Confusing language.

Best practice tips included warnings to children against using their real names. Jeremy Morton, Harbottle & Lewis

n Lack of encouragement of parental involvement, and inadequate or nonexistent age verification. Also, some sites that are obviously popular with children merely claimed that they were not aimed at children, without implementing any controls. n Disclosing user information to third parties, often for ‘vague or unspecified purposes’. n Redirection of users to other websites via advertisements or contests, often appearing to be part of the original site. Many of the advertisements on sites popular with children were also inappropriate, such

as ads for dating sites or alcoholic drinks. Some sites were praised for their approach. Best practice tips included the use of avatars to navigate sites, warnings to children against using their real names, or a chat function only allowing words and phrases from a pre-approved list. The better sites also provided straightforward means for deleting account information, which is strongly encouraged by data protection authorities. Liability for compliance with data protection laws rests with the party controlling the use of the information, even if they

outsource the collection or handling of data. It is important to build in data protection assurances when negotiating terms with any provider of datahandling services, as well as taking responsibility yourself for your customers’ data security. User terms and conditions should be clear about how and why you will use personal information. And data privacy best practice should be built into website and app design from the start. This often begins with allocation of responsibility to a senior individual in your organisation, and implementation of an appropriate data protection policy within the business. With data protection authorities now considering action against specific sites and apps as a result of the recent sweep, is it time to review your data protection compliance?

Jeremy Morton is a solicitor who advises in the specialist areas of data protection and intellectual property law.

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EXPLODING KITTENS

The cat that got the cream Exploding Kittens became the most backed Kickstarter project of all time last year, with 219,382 backers pledging over $8m to make the card game a reality. Billy Langsworthy talks to the game’s co-creator, Elan Lee, about ruffling industry feathers, the importance of community and its plans to become a publishing company You’ve created one of the biggest card games of recent years and made history on Kickstarter, but do you feel like you’re a part of the toy and game industry yet? No, I don’t feel a part of it. I feel I’ve been welcomed in, absolutely. But the toy industry feels very traditional and we are really not traditional. When we first started, everything being presented to us, from the business models to the distribution plans, was so old. People wanted to license our game and when we asked them what their community plans were, they said “what’s a community plan?” It was clear that these were friendly, lovely people that wanted to work with us, but we didn’t feel comfortable with them being the custodians of our product because they were looking at this in a way that felt 30 years old. That hasn’t been our approach so we knew we’d have to do it ourselves and create a new model. That new model is entirely community based. We’ve had to unfortunately ruffle some feathers to say ‘this is the way we want to do things’. Luckily, because of the success of the game, we have the leverage to do so. Everyone’s been reliant on an older system and thankfully, with the advent of Kickstarter and our success there, we have no reliance on that. We can do everything ourselves, try a new model and live or die by our own skills and talents. Did any of the major companies look to snap up the game? Yeah. Most of the big ones came to us. One day, if there’s some other super shiny

thing that we want to take a run at, we’ll put it in the hands of custodians that we trust, but for now, no-one out there answers the question correctly. And the question is simple: What is your community plan? Are you sticking around in this industry? We have an expansion deck that we’re working on, we have an iPhone app coming out shortly and we do have a second game on the way that I’m really excited about. Those three projects will carry us through the next six to eight months and it’s certainly a full time job. It’s so much fun, I’m learning so much and I’m excited about this. What we will do, because it’s so much fun, is transition into a games publishing company. It will be under the banner Exploding Kittens because that has massive audience recognition at this point, but we want to find other amazing experiences. Some may think that any new launch from you will be a hit, seeing as you have a 219,000 strong community hungry to try your next product. Will it be that simple? We’ll live or die by the quality of the games. While it’s a wonderful, enthusiastic audience, it’s also a fickle one.

The toy industry feels very traditional and we are really not traditional. Elan Lee, Exploding Kittens If we put out a lemon, we’re not going to be forgiven for that. We only put out things that we love and with the luxury of this success,

we don’t have to rush. We can nurse something into maturity, or at least into a phase where the audience can start giving us feedback and shaping it to what they need it to be. Licensing-wise, I’d imagine you’ve had people knocking on the door wanting to launch spin-off toys? We get licensing requests daily and have been for the last eight months. We haven’t found anyone who thinks about it in the right way yet. It’s so traditional. Here’s an example: a company came to us and wanted to do Exploding Kitten plush toys. We asked them to show us designs and they sent us designs for a stuffed Enchilada Cat and a stuffed Beard Cat. We were like ‘who cares?’ This is the same stuff that the industry

has been doing for 30 years and I’m sure it would sell but then it would disappear and who cares? They asked ‘what do you mean?’ So we said, we have a card featuring the Rainbowralphing Cat. It’s a cute little white cat who vomits a rainbow. We thought the plush toy could look like a white cat, and inside there’s a rainbow you can pull out of its mouth. The rainbow is still attached so it becomes a beautiful rainbow scarf you can wear with the Rainbow-ralphing Cat dangling in front of you, like a fashion accessory. We made three of them and sent them out to people we trust and we cannot get the things back. It’s a cute toy that you can play with in all the ways you’d play with a plush toy but it’s also an interactive experience because that’s what the world is craving.

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COMING SOON...

More than 40 of the most innovative and influential toy and game manufacturers, technology companies and financial houses will present, discuss, and connect with more than 150 inventors who are expected at the conference.

ON THE DAY The Inventors Workshop was launched to try and end the frustration for inventors seeking time with toy companies, to give them their chance at meeting with the right company and, just as importantly, the right people within it. This way we can contribute to the continued growth of the toy industry.

THE IDEA The conference will present insight, discussions and presentations from manufacturers, inventors and technology companies. The conference will be suited to beginners, experienced creators and those who attended last year's event.

CONFERENCE After our inspiring programme of advice, ideas and collaboration, we will be giving more time on the day to the life changing Pitch sessions that will give inventors an even greater chance of connecting with the right business partner.

THE PITCH â&#x20AC;&#x153;As a result of the pitching sessions, I secured a deal for my creation: Skinny Sketcher. This led to the development of a whole range, which I launched earlier this year at London Toy Fair. The product is on shelves and the whole process was set in motion by the Workshop. Deal aside, the panel sessions were hugely inspiring.â&#x20AC;? Gillian Logan, Skinny Sketcher inventor.

THE RESULT

For more information contact Billy Langsworthy, blangsworthy@nbmedia.com, 01992 535646

SPONSORSHIP OPPORTUNITIES Connect with creative inventors that you would not have met otherwise via private scheduled one-to-one meetings

Secure a contract with potentially the next biggest play experience

Help to educate, promote and inspire the next generation of toy and game inventors

Invest in an event that encourages innovation and evolution of the toy and games business

High profile branding across the duration of the Inventors Workshop marketing campaign

Demonstrate leadership via the engaging conference programme

For sponsorship opportunities contact Jodie Holdway, jholdway@nbmedia.com, 01992 535647

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2016: YEAR OF THE SUPERHERO

Super freaks With movies such as Batman V Superman, Captain America: Civil War and Suicide Squad set for release this year, superheroes are set to continue to be a strong focus within the industry. Now that girl-centric product lines have been thrown into the mix, how will the market evolve? Here, Jade Burke takes a look

2016 IS set to have a clear focus on superheroes, with upcoming film releases featuring new and exciting heroes, and the toy industry looking like it may become inundated by new action figures for both girls and boys. The market for action figures has been bolstered with the likes of Batman, Superman, Spider-Man and The Avengers for a while now, and there is a much more varied selection on offer for children, thanks to upcoming film releases that include female superhero characters. Stuart Grant, buying director from The Entertainer, explains: “For us, Captain America: Civil War is going to be the big superhero movie for this year. “DC is an interesting one as well, because the movies have been incredibly successful.”

Last year, Marvel presented Avengers: Age of Ultron. Although the film was filled with many well-known male superhero characters, such

Mattel has unveiled its first line to target this sector with a selection of brand new action figures: a collection named DC SuperHero Girls.

Girls want to experience the strength of superheroes too, and with DC SuperHero Girls, we are pleased to offer a diverse array of characters. Wendy Hill, Mattel as Iron Man and Thor, the highly-trained female spy known as Black Widow also enjoyed a vital role. Disney has since gone on to launch various Black Widow toys after a backlash from fans last year, when there was no sign of any. But why is it important to offer young girls a superhero range?

Wendy Hill, brand activation director at Mattel, says: “Through our research, we know that nine out of ten girls wish there were more superheroes for them, so we’re working with DC Entertainment’s deep and rich roster of strong female characters – both heroes and villains – that have inspired girls and young women for decades.

“From the iconic Wonder Woman and Supergirl, to the complex but compelling Harley Quinn and Catwoman, there is a character to whom every girl can relate, no matter what stage of life in which she finds herself.” Poison Ivy, Bumblebee, Batgirl and Katana are also included in the line-up of super dolls, which will hit stores in early 2016, alongside a new animated series. Aimed at girls aged from six-years-old and over, the new characters have been designed to look like ‘they can save the day, instead of being saved’, and it seems like the range is set to stick around. “Girls want to experience the strength, action and optimism of superheroes too, and with DC SuperHero Girls, we are pleased to

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2016: YEAR OF THE SUPERHERO

offer a diverse array of strong female characters in a fun and action-packed universe,” claims Hill. The dolls have certainly taken a step back from the ‘fashionista’ likes of Bratz and Barbie, instead boasting quirky costumes that any superhero would be proud to wear. Hill adds: “These characters are attired practically, with important feedback from girls themselves. They can’t have a lot of adornments that can get caught on something, or uncomfortable footwear.” But it isn’t just toy firms that are shining the spotlight on female superheroes. Disney will be launching its first femalecentric Marvel movie in Captain Marvel, set for release in 2018. The film will follow a character who receives powers following an alien encounter. The fact that toy vendors such as Mattel and film studios are finally embracing the world of female superheroes, it looks like the superhero sector of our industry is set to get bigger and bigger. Grant concurs: “The category actually has had a complete revitalisation since Disney launched Avengers Assemble, and the spin-off movies that have come from there. “Superheroes now dominate our action and adventure areas in the stores, whereas once upon a time that absolutely wasn’t the case.” However, although some retailers dedicate their shelf space to superhero toys, Grant remains sceptical about how much traction these female lines will have in the market. “Retail space and shelf space is incredibly scarce. I’m confident there is a market, but I’m not sure how big the market is, because I think girls will buy Iron-Man and Hulk just as much as boys will,” comments Grant. “I’m not quite sure that those stereotypes and gender divides exist, and so by producing a pink superhero, you have

absolutely cut the boys off, and you have lost half of your market.” Other superhero films set for release in the near future, boasting iconic names as well as brand new superheroes, includes Suicide Squad, Batman v Superman: Dawn of Justice, Doctor Strange, X-Men: Apocalypse and Guardians of the Galaxy Vol 2. There seems to be no doubt that these new films will all cause a stir in the industry, and will lead to the development of more toy figures and ranges looking to pack a punch at retail. One firm to have enjoyed success with such ranges is Hasbro, as the company’s marketing manager, Louisa Parast, explains: “We have

seen continued interest from fans as Hasbro’s toy lines continue to reflect the foothold Marvel has in additional entertainment mediums, with two to three

as Avengers: Age of Ultron 2.5-inch Movie Action Set assortment of play sets, and Ultimate Spider-Man: Web Warriors action figures and vehicles.

Superheroes have been among the biggest pop culture icons for more than 75 years, and today they’re more popular than ever. Struan Robertson, Rubie’s films being released every year and several television series supplementing the wonderful storytelling already found in the company’s comics.” Currently fans of Marvel’s superheroes can get their hands on various toys, such

Parast adds: “Collectors will often gravitate toward the highly detailed and articulated Marvel Legends line of six-inch figures, which includes a wide range of characters from different Marvel films and comics alike.”

While action figures are flying off the shelves, costume vendors such as Rubie’s are also enjoying a boom in fans wishing to don a cape and tights combo. Thanks to the variety of styles and price points on offer, children and adults are able to dress up as their favourite character from a whole host of different film franchises. “Our licensed superhero ranges are some of our most popular products, and the recent slew of Marvel and DC films have certainly given them a boost, as well as given us plenty of new looks for Rubie’s to produce costumes of,” explains Struan Robertson, trade marketing and digital manager at Rubie’s. “Our recent range for the hugely successful Avengers: Age Of Ultron did very well, as did our ranges for other recent Marvel Studios films like The Amazing Spider-Man, Ant-Man and Guardians of the Galaxy.” Even though many superhero films have helped to spur on the toy market, the chosen demographic of certain films can be a hindrance on toy sales, as Grant explains: “If you look at Superman and Batman from a toy perspective, the movies are very dark and they appeal to a much older age group. “Therefore, the toys are actually quite a hard sell, because it’s a different age group to the viewers going to the cinema.” Despite this, there is an abundance of superhero toys that have launched, which resonate well with many kids, and are proving to be some of the bestsellers for toy vendors and retailers alike. Robertson concludes: “Superheroes have been among the biggest pop culture icons for more than 75 years, and today they’re more popular than ever with their films shattering box office records and taking over the airwaves. “With characters like Doctor Strange and Deadpool being brought to the big screen, it’s looking like it could be an exciting year.”

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News Media

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Opinion

Educational toys is next frontier of discovery for British Museum With over eight million artifacts in its collection, the globally revered UK institution is looking to bring a unique offering of traditional and educational lines to the licensed toy space through new partners By Robert Hutchins THE BRITISH Museum is looking to shake up the educational toy sector when it launches into the market with its first range of licensed products. Home to over eight million artifacts from across the globe, the institution has detailed its plans to occupy a unique space in the toy and educational toy market with products inspired by its various collections. In what it believes to be the ideal fit for the toy space, the British Museum is currently looking to partner with toy firms to help develop new and innovative lines that reflect the museum’s core ethos of learning and discovery, all while enhancing play patterns for children. With ambitious plans for the market, both the Museum and its licensing agent, TSBA Group, believes that with the right partners, it can become a big name in both the toy and educational toy space. “The British Museum is ideal for the toy and educational toy market,” Craig Bendle, manager of merchandise licensing at the British Museum, told ToyNews exclusively. “It’s the global centre of learning and the museum of the world, and with over eight million objects in its collection, there’s a lot to draw inspiration from.” With over 6.5 million visitors a year, the British www.toynews-online.biz

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Museum prides itself as one of the UK’s best loved attractions, and with a core emphasis on discovery, believes it offers the ideal gateway for kids to enjoy and engage with learning. “Children walk through our doors in their thousands everyday They walk around the museum and you can hear their ‘oohs’ and ‘aahs’, whether it’s looking at a full Samurai armour piece or a Gladiator’s helmet,” continued Bendle. “Getting such a reaction is so amazing, wouldn’t it be great to capture that in a toy? Through us, kids will be able to connect to history through play. We

are very ambitious with this programme and we are looking to build a long term, sustainable portfolio of toys. While Bendle has remained tight-lipped over exactly what toy categories are being targeted, he has insisted that innovation will be at the core. “We are about bringing objects, adventure and the British Museum itself into the toy market,” said Bendle. “This will be innovative of itself and will occupy a very unique space in that educational market.” Bendle’s next move is to secure toy partners that embrace and reflect the values of the museum.

In doing so, the firm has declared that it won’t necessarily be looking towards the big name players in the sector. “The British Museum is obviously a large institution, but the programme isn’t all about engaging with the larger toy and education partners,” explained Bendle. “It’s about being open to working with niche players, as it’s often in the niche players that you get some of the most exciting ideas. “We have new things to offer and a lot of opportunities for toys within that.

“I would like to think there are various toy firms out there who will be getting excited about a potential partnership too.” The British Museum’s move into the toy arena was sparked by the success it has seen over recent years when developing licensed lines with galleries and museums hosting exhibitions across the globe. “These have been very successful partnershipsfor us and the galleries involved,” said Bendle. “We saw opportunity to engage with licensing as it’s a wonderful way of reaching out and making people aware of us.” TSBA Group: 0208 332 6642 January/February 69

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NEWS

Ben & Holly to cast magic in new sectors, says eOne Firm is debuting the brand in a raft of new categories, including puzzles, role-play and electronic learning By Billy Langsworthy EONE IS set to bolster distribution for its line of Ben & Holly’s Little Kingdom toys thanks to a raft of new products that see the brand debut in fresh categories. Character Options successfully launched a toy line in AW14, and is introducing further sets this year. With a wealth of new product on the horizon, eOne plans to boost distribution and enhance the brand’s presence in the wider toy market. “Expanding toy distribution and introducing the secondary categories is our priority for 2016,” Hannah Mungo, head of

licensing at eOne, told ToyNews. “Toys is a very important category for the brand, particularly at this stage in the programme, and the brand translates really well to toy lines. “Key locations in the animation all translate beautifully into toys, for example the elf tree, castle play set, helicopter, elf truck. “Alongside those, we have the hugely successful figure packs, ride-on Gaston, talking Ben and Holly plush, classroom play-set, bedroom play-set and the new rocket set for launch AW16 “We’re really excited about the new products coming through for launch

in 2016. These include role-play toys from HTI, electronic learning toys from KD UK in addition to stationery, homewares,

puzzles, games, health and beauty, outdoor toys and accessories.” The firm is confident that come the end of the year,

Ben and Holly’s names will be as bright as ever in the toy space, thanks in part to a series of strong broadcast deals and marketing campaigns. Mungo added: “Broadcast is key, so we are maintaining the best slots on Nick Jr and Milkshake and have big marketing campaigns in place to support the ranges including a strong TV presence. “The push also involves seeking promotional partners to grow brand awareness, building marketing campaigns around the themes of exploration and adventure, new DVD and app releases, and working closely with retailers on campaigns to drive sales.”

Paddington finds a home in nursery with fresh partners The Copyrights Group’s Paddington for Baby initiative will see Rainbow Designs launch a new plush collection, Orange Tree Toys debut a line of wooden toys and UP Global unveil a range of wipes and cotton wool By Jade Burke THE COPYRIGHTS Group has revealed its excitement for the latest developments to its new Paddington for Baby initiative. After receiving feedback from parents, the latest line offers baby-specific products, which the company says notably different from the firm’s successful traditional and pre-school collections. Polly Emery, brand and marketing director at The Copyrights Group, told ToyNews: “We have specifically created a brand new infant-focused style 70 January/February

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guide with gentle tones and a softer colour palette, in order to ensure a clear

distinction from both our traditional and preschool collections.”

The range, which arrives in spring this year, features new infant plush from Rainbow Designs, as well as a comfort blanket, activity cube and ring rattle. Emery added: “We are very excited to be launching the new Paddington for Baby initiative, which will bring to the nursery marketplace a gorgeous new plush collection from Rainbow Designs, a selection of beautiful wooden toys from Orange Tree Toys, as well as wipes and cotton wool from UP Global and refreshed creative on existing products to include

apparel, books and an infant travel seat.” Emery also revealed that the infant sector isn’t the only place customers will start to see new Paddington products, with Rainbow Designs launching new plush toys to its preschool range. “Later this year, Rainbow Designs will be launching new feature plush into their pre-school range including the new Talk to Me Paddington featuring a voice recording function, so pre-schoolers can record their message and Paddington will repeat it back,” added Emery. www.toynews-online.biz

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LICENSING HOT LIST 2016

Licence to thrill

This year will once again see a whole wealth of brands make the leap from the big screen, small screen and even smaller screen onto the shelves of toy stores up and down the country. Billy Langsworthy talks to eight licensors about their exciting product plans for 2016

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LICENSING HOT LIST 2016 EONE Billy Langsworthy talks to Hannah Mungo, eOne’s head of UK licensing, about the incredible success of Peppa Pig in the toy space and what this year’s Princess and Once Upon a Time lines will offer retailers How was 2015 for the Peppa Pig brand? Where did you see the most growth for the pre-school icon? It was a fantastic year. Peppa Pig sales in the UK were up seven per cent year-on-year. We’ve increased the licensee base slightly, from 91 in 2014 to 93 in 2015, but a significant difference is that we have 14 new licensees.

We’re stabilising, consolidating and working the brand harder. As a result, core toys are up 10 per cent year-on-year so it’s one of the strongest growth categories. Can you talk us through the current core ranges for Peppa Pig? Character Options has developed a brand new core range incorporating tubes of figurines and kitchen, outdoor, part, train and carriage, pull-along boat, house and garden play-sets. These will launch for AW16 with other core lines such as the car and camper van.

Character Options is also introducing a line of arts and crafts products. It’ll also be launching Peppa construction toys in the UK this month. Other licensees are also expanding the toy category.

and apparel, which generated the most revenue, followed by FMCG and publishing and then homewares, home entertainment, events, stationery, health and beauty and amusement.

Peppa Pig toys are up ten per cent year-on-year. It’s an area of strong growth. Hannah Mungo, eOne

HTI has developed character shaped role-play cases, Winning Moves is introducing Peppa Monopoly and Guess Who board games and Bladez will be launching new remote control inflatables. What categories are performing the best for Peppa Pig and how have you seen its global popularity expand this past year? The 2015 Peppa UK licensing programme was led by toys

What plans have you got for Peppa Pig Princess and Once Upon a Time? The plan for AW16 is to combine the best of Once Upon A Time and Princess Peppa. This brand theme will make up 25 to 30 per cent of the programme, with the core range remaining key. Princess Peppa originally launched in spring/summer 2009 and was the most successful theme launch of the brand’s history. Bringing

together the best of both themes, plus putting a bigger emphasis on core, will ensure a top selling range for AW16. The Princess theme will be made up of figure packs, various playsets. Princess Peppa’s tower and carriage are my personal favourites. What launches have you got lined up for Princess and Once Upon a Time in 2016? The whole L&M programme will be focusing on Princess as a theme for AW16 alongside the core range. We’ve produced a new trend guide for our softlines partners for AW16, which is inspired by the Princess theme so we’re expecting the full licensing programme to incorporate this theme cross-category. Penguin is also developing some activity books to tie in and Redan will be theming one of the Peppa standalone magazine titles with Princess. 020 3691 8600

BBC WORLDWIDE BBC Worldwide’s head of merchandising Clare Piggott reveals why the firm is looking forward to another successful year for its diverse catalogue of popular pre-school brands, spanning Go Jetters to Sarah and Duck PRE-SCHOOL is a huge focus for us this year, and we’re incredibly lucky to work with a fantastic range of brands from the CBeebies channel that are universally loved by children and parents alike. From brand new show Go Jetters, to Hey Duggee, and Sarah and Duck, we’re looking forward to working with worldclass partners to develop fantastic products that enhance children’s experience of their favourite shows. Go Jetters is a beautifully designed and delightful animated series, which first aired on CBeebies in October 2015. It was an instant hit for the channel, consistently winning its time slot amongst all multi-channel broadcasters in the UK and achieving over 2.4m downloads across the series on BBC iPlayer. Go Jetters 74 January/February

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follows four plucky heroes, Xuli, Kyan, Lars and Foz, as they travel the world with their teacher, mentor and friend Ubercorn, a funky disco-grooving unicorn. The first toys from FisherPrice will launch AW 2016, alongside publishing from Penguin, magazines from Immediate Media and puzzles and games from Ravensburger. CBeebies show Hey Duggee is a place for

Hey Duggee continues to do well on BBC iPlayer, with 21m downloads to date. Clare Piggott, BBC Worldwide

children and parents to have fun, be energetic and, most of all, do things. The show

is based around a children’s playgroup called The Squirrel Club run by a big friendly dog called Duggee, where the children have adventures and earn badges for their accomplishments. This fantastic show continues to do well on BBC iPlayer,with more than 21m downloads to date. Master toy partner Golden Bear has developed a stunning toy and plush range that has performed well at retail, as does the publishing range from the Penguin Group under the Ladybird imprint. BBC Worldwide and mobile games developer, Scary Beasties, has also launched the Hey Duggee: The Big Badge App. It’s

aimed at children from the ages of 18 months to four years and features six creative and fun activities with an array of gameplay styles. For award-winning animated series Sarah and Duck, Posh Paws International’s range features beautifully designed plush. These charming Sarah and Duck soft toys includes a small talking Sarah who says “come on duck,” and a small duck who quacks just like in the programme. Also available is a 16-month planner from Carousel Calendars, bedding from Dreamtex as well as DVDs and books. BBC Worldwide has already launched the first Sarah and Duck app, and second one is in development. Available to download from the App Store, Google Play and Amazon, fans are invited to join Sarah and Duck for a fun-packed day at the park. 020 8433 2000 www.toynews-online.biz

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LICENSING HOT LIST 2016 WARNER BROS Paul Bufton, VP, licensing and business development, Warner Bros. Consumer Products EMEA, outlines why 2016 is set to be a milestone year in the history of the studio 2016 WILL be a seminal year in the history of the studio. The hugely anticipated release of Batman v Superman: Dawn of Justice in March kick starts a lineup that includes nine more DC Comics films that will launch by 2020, essentially two DC Comics blockbuster movies every year for the next five years. This commitment to DC content is unprecedented, on a scale quite unlike anything that we’ve ever seen and toy retailers should be genuinely excited about the longterm opportunity that the franchise presents. Global partners like Mattel, LEGO and Rubie’s ensure a steady stream of new yet iconic products (action figures, wheels, dress-up) that underpin our superhero brands status as a childhood rite of passage

and for as long as the studio continues to produce movies on an epic scale, the fans will keep coming and the baton will be passed from one generation to the next. Beyond our perennial toy business, we’re digging deeper into the diverse DC portfolio and utilising the skills and expertise of the

support DC Super Hero Girls, an entertainment world that inspires girls to be their own hero. It’s a collaboration between Warner Bros, DC Entertainment and Mattel, a multi-platform universe of animated content, books, apparel and toys featuring Wonder Woman, Supergirl,

We’re digging deeper into the DC portfolio and innovating in the toy space. Paul Bufton, Warner Bros

WBCP team and our bestin-class toy partners to innovate in the toy space. In response to consumer and indeed industry demand for a new girls’ brand that goes beyond pink and princesses, we’re about to launch the consumer products programme to

Batgirl and more, targeted at girls aged six to 12. Pre-school is a particular case study of success and Fisher-Price has done a fantastic job developing age appropriate toys for pre-schoolers under the DC Super Friends banner. 020 7884 556

BULLDOG Billy Langsworthy talks to Vicky Hill, licensing manager at Bulldog, about the remarkable toy phenomenon that is, of course, Shopkins What are your big brands for this year? Shopkins is set to be the hottest girls brand for 2016. New Shopkins toys are launched twice a year and with each new season launch, sales explode globally. The Shoppies Dolls have further extended the reach of the brand selling out at various retailers nationally. We have also seen licensed product launch throughout 2015 across a number of categories including games, sporting goods, apparel, nightwear and underwear, accessories, home, publishing and much more. Product is proving very popular with retailers and consumers alike and we are working on plans for retail promotions and events throughout 2016 across the range. Why should toy retailers be excited about these brands? 76 January/February

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Toy retailers should be excited about Shopkins as it is a toy brand at heart. The collectable launched in July 2014 and was an instant success, selling through in a matter of weeks, and its popularity continues to grow. It really resonates with girls and provides an alternative to the traditional fashion doll brands. Moose Toys has significant plans behind Shopkins and with

What toy partners are on currently on board? Flair distributes the Moose Toys range, and is also a licensee for plush, Shaker Maker and Cool Cardz products. Moose has also released Shopkins Beados craft sets. In the UK, we also have John Adams distributing a range of board games, Ravensburger on puzzles, Winning Moves on Top Trumps and

Shopkins provides an alternative to traditional fashion doll brands. Vicky Hill, Bulldog

momentum building on the toy and licensed ranges; it proves a very exciting opportunity for toy retailers throughout 2016 and beyond.

Hasbro affinity games, Trends UK with construction and RMS with craft product. MV Sports launched a scooter in 2015 and will be bringing a broader range to

market in 2016. We also have an extensive licensee list outside of toys including home wares from Character World, Worlds Apart and Walltastic, backpacks and umbrellas from Sambro, party products from Gemma and

cards and wrap from Danilo, as well as apparel and accessories. The 2016 Shopkins annual from Pedigree has also proved very popular with toy retailers. 020 325 5455 www.toynews-online.biz

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LICENSING HOT LIST 2016 POKÉMON COMPANY INTERNATIONAL Billy Langsworthy talks to Mathieu Galante, senior market development manager, Europe, The Pokémon Company International, about the 20th anniversary celebrations marking the launch of the first game What does 2016 have in store for the wider Pokémon brand? 2016 will be a landmark year for the Pokémon Company International. Not only will the company celebrate its rich past, but it will also look to a very bright and exciting future. On February 27th, Pokémon celebrates 20 years since the first game launched in Japan and the company is gearing up for a period of celebrations. 2016 will be a milestone year across the entire business, with all facets of the brand heading for a bright and vibrant year. Why should toy retailers in particular be excited about the brand in 2016? Following a determined expansion, the Londonbased market development team will continue to grow the business across Europe.

The team is working on exciting retail placements to promote these products, creatively coordinate

Pokémon Rumble World on January 22nd and Pokémon Super Mystery Dungeon on February 19th for the

2016 will be a milestone year across the entire business.

Esdevium is our UK TCG partner and 2015 has been another stellar year with sales to October 2015 up over 50 per cent year-on-year. A range of TCG releases are now slated to be

launched throughout 2016. These have been designed to celebrate 20 years of Pokémon and we think they will be very popular. 020 7884 556

Mathieu Galante, The Pokémon Company

with all brand pillars, and showcase stand-out licensed merchandise. It will be an exciting time because a range of The Trading Card Game releases are slated for launch throughout 2016, which have been especially conceived and designed to celebrate 20 years of Pokémon. Additionally, new video game titles are slated for release during early 2016 including Pokkén Tournament in spring 2016 for Nintendo’s Wii U,

Nintendo 3DS family of systems. What main toy partners are on board and what products do you expect to do well? TOMY is our master toy partner and it will be revealing a special range of products for Pokémon’s special year. TOMY has a track record of delivering high quality items which inventively interpret Pokémon’s brand values of collect, battle, trade and role-play.

NICKELODEON Marianne James, vice president, consumer products UK and Ireland and European retail sales and marketing at Nickelodeon Viacom Consumer Products, tells Billy Langsworthy why Blaze and the Monster Machines looks set to ignite the toy space, as well as Nick Jr viewing figures, this year Why make Blaze a key brand for Nickelodeon in 2016? Blaze and the Monster Machines launched in spring last year and has been performing incredibly well on both Nick Jr, where it regularly rates as the top show on the channel, and on Channel 5’s Milkshake where it launched in the autumn. It is easy to understand why the series is doing so well; it’s funny and actionpacked with an element of adventure that really appeals to pre-school audiences. Following the great on-air success of last year, 2016 is the year that we’ll be doing all we can to support Blaze at retail. For consumer products, the property is a huge opportunity for us to really build our pre-school portfolio along with Paw Patrol, Shimmer and Shine, Half www.toynews-online.biz

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Shell Heroes and, of course, Dora. What makes Blaze a unique proposition is the mix of vehicle play with comedy and STEM learning. It is a dynamic mix and one that really seems to be working across TV and product. Which toy partners are on board for Blaze? Fisher-Price is the master toy licensee for Blaze, with product arriving on shop shelves this month.

Blaze is a dynamic mix that really seems to be working across TV and product. Marianne James, Nickelodeon

The line is beautifully designed with bright, character-filled vehicles and play-sets. Why should toy retailers be excited about Blaze? Through our own social media channels and the search results

on retailer websites, we know that products related to Blaze are being eagerly sought after by UK consumers. In addition to the demand in the market, retailers should also be excited about how the property will be rolling out on air in 2016. Building on the already incredible ratings for the series, we will have special programming stunts and promotions as well as feature length episodes all creating a lot

of buzz and promotional opportunities in store. We’ve learned a lot from the success of Paw Patrol and are ready to take those learnings into the roll out for Blaze. Away from toys, how far reaching is the licensing programme for Blaze? Blaze and the Monster Machines obviously has the vehicular play patterns covered for toys but the property is so rich that we know it can work across pretty much all categories. This year we’ll work hard on launching the toy, apparel and publishing categories and then look to new licenses in categories including health and beauty, food, construction, stationery, party, arts and crafts, games, bags, accessories, home, outdoor and novelty. 020 3580 3062 January/February 77

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LICENSING HOT LIST 2016 REDAN ALCHEMY Billy Langsworthy takes a look at the blend of old and new in Redan’s 2016 portfolio, spanning everything from golden bears to goblin royalty REDAN ALCHEMY has something old and something new for 2016. The much-loved Sooty Show goes from strength to strength, playing daily on CITV in the UK and simulcasting on both CITV and ITV at the weekends. The little bear has made the hotly anticipated trip down under, where the latest episodes launched in Australia on Channel 9’s Go! and on TVNZ’s TV2 in New Zealand last autumn. BBC Worldwide will be looking to expand its licensing programme as brand recognition continues to grow.

ASTERIX

Award Publications is launching a new range of Sooty puppet books in the UK in 2016 and with

appealing to the two to seven age group a priority. Golden Bear will be adding a little extra magic

With production planned for the Sooty movie, it’s set to be a busy year for the little bear. production planned for the Sooty movie, it’s going to be a busy year for the little bear and his friends. With a strong adult and primary school age following, Redan Alchemy is looking to develop the pre-school audience for Sooty in the coming year, with products

to its plush range and TVM Fashion Lab continue to make inroads into the babywear sector following the success of Tesco’s two pack of baby pyjamas. Redan Publishing’s popular girls’ property The Goblin Princess will see its first book from Faber & Faber launched this year. Aimed at girls aged five and up, the series of stories following Matty’s adventures in the Goblin Kingdom looks set to bring the Goblin Princess to the attention of a wider audience of young readers.

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New property Alice the Forgetful Elephant is a series of stories and poems for the very youngest of learners and currently features in Redan’s Fun To Learn First Friends magazine, with the potential for added exposure across the Fun To Learn range. Redan Alchemy is now actively looking for book publishing and plush toy partners to kick-start the licensing programme for the company’s exciting new property. 01743 364433

Billy Langsworthy checks out what comic book icon Asterix has planned for toy retailers to get excited about this year ASTERIX was born in 1959 thanks to Albert Uderzo, his designer, and Rene Goscinny, his scriptwriter. Since then, Asterix has grown a lot and his adventures star in a series of 35 albums. In total, Asterix has now reached 355m copies sold which makes Asterix the world’s highest selling book series. More than a comic book hero, Asterix is now a global brand with many licensees, four live movies, nine animated movies and a leisure park in France which welcomes over 1.8m visitors a year. Translated in more than 110 languages, Asterix is present all over the world, with 30 local publishers and ten licensing agents are working on the brand. Last October saw the latest – and 36th – Asterix book launch and it sold more than 4m copies across Europe. More impressively,

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The character, created by the team at Redan Publishing, appears in Sparkle World magazine, the UK’s best-selling multi-character magazine for girls, alongside brands like Rainbow Magic, Barbie and Winx Club. Reaching over 200,000 kids each month, Sparkle World has a far higher audience reach than many of today’s children’s TV channels and Redan Alchemy is speaking to potential partners in multiple categories including broadcast, toys, apparel, accessories and stationery.

the books have been embraced by toy retailers across the word. “Many toy retailers are selling this new book which

almost every sector of the industry. “We have a nice range of puzzles with Ravensburger, figurines with Plastoy, a nice

is very successful,” Asterix international licensing manager Yannick Guitot tells ToyNews. “The launch of a new Asterix is always an event and we support this with licensing products in stores to create a real Asterix universe. In 2016 , we will highlight our album Asterix at the Olympic games with a dedicated licensing programme.” Sticking with toys, the brand has been embraced whole heartedly by a wealth of partners spanning

interactive Idéfix plush with Smoby, beach toys with Androni and board games with Pegasus,” adds Guitot. “We also launched with Steiff a limited edition of Idéfix plush.” But Asterix isn’t done there. In fact, the licensing team is now soon to reveal a deal to stregthen the brand in even more sectors. Guitot continues: “We are working on new concepts for board games and we should announce a new partner for costumes this year.” +33 (0)1 43 92 39 72 www.toynews-online.biz

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DISNEY

Storming the charts For fans the world over, 2015’s release of Star Wars: The Force Awakens made for a monumental moment. Now, with new Marvel releases, a Frozen sequel and more Star Wars to come, Disney promises that the next few years will be no different. Robert Hutchins talks to Mike Stagg, The Walt Disney Company’s vice president and general manager, retail UK and Ireland, about the its plans to top the toy charts this year How was 2015 for you guys? What where the big successes of the year? 2015 was a very busy and successful year for us, with both Star Wars and Frozen topping the toy charts once again. The year also saw multiple launches across our business, from the latest interactive video game Disney Infinity 3.0: Play Without Limits to Disney Tsum Ysum. We are really excited about the ongoing success of Star Wars: The Force Awakens, what an exciting way to have ended the year and begin 2016. What can retailers get excited about this year? This year will see a very diverse and exciting film slate from The Walt Disney Company, with new movies and content in the form of Zootopia and Finding Dory as well as live action classics with The Jungle Book and Alice Through the Looking Glass. We also have a slate of action movies, including Marvel’s Captain America: Civil War and Doctor Strange, all of which will provide incremental sales opportunities for our licensees and retailers across multiple toy and consumer categories.

We expect another big year for Star Wars, Frozen and Disney Princess. What activity is planned for Captain America: Civil War next year? With the film out next April, we can expect to see exciting new licensing and retail opportunities across multiple categories

Star Wars will offer endless opportunities for retailers this year. Mike Stagg, Disney

for Marvel overall. More will be revealed in the coming months as we draw closer to the film’s release. What toy plans have you got for Marvel, will 2016 be big for the studio? We are excited about what next year will bring for Marvel. With the new Captain America film coming out as well as Doctor Strange with Benedict Cumberbatch in the lead role, we will see exciting new licensing and retail opportunities across multiple categories.

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Did the global reaction to last year’s Star Wars Force Friday surprise you? Force Friday was a highly anticipated and big moment for Star Wars. It was a great global event at retail that delighted fans the world over. While fans counted down to ‘Midnight Madness’ when the product became available for the first time, we saw huge numbers of people queuing outside stores throughout the world to be the first to own a piece of the new consumer product range.

What will Star Wars achieve in the toy space for 2016? Star Wars remains the most successful film licensing franchise of all time and its heritage in toys is embraced as much as the films themselves. 2015 ended with demand for Star Wars: The Force Awakens product being very high and we expect to see this grow even further this year. The franchise offers endless opportunities for licensees and retailers that will continue to flow from the abundance of content in the coming years. This includes season three of Star Wars Rebels on Disney XD as well as the first film in the new standalone Star Wars stories series, Rogue One in cinemas this December.

www.toynews-online.biz

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NICKELODEON

A shining example After a stellar year with the launch of new properties including Shimmer and Shine, Nickelodeon is gearing up for another strong year with a new Turtles movie. Here Jade Burke speaks to Marianne James, VP, consumer products UK, Ireland and European retail sales and marketing for Nickelodeon and Viacom consumer products “2015 for us has actually been a strong year in terms of the breadth of the portfolio,” explains Marianne James, VP of consumer products UK and Ireland and European retail sales and marketing at Nickelodeon and Viacom consumer products. And it’s no wonder the last year has been such a success, with the likes of SpongeBob, Paw Patrol and Teenage Mutant Ninja Turtles all proving to be popular properties for the firm. James adds: “I think our biggest runaway hit this year has been Paw Patrol. Our partnership with Spin Master has been absolutely incredible. They have been an amazing support of the brand with us as we’ve expanded into consumer products, so I think it’s fair to say that the toys for Paw Patrol were in very high demand last year.” Nickelodeon is also expanding its Ninja Turtles portfolio, with the addition of another film set for release during summer 2016, which James says is going from strength to strength. By releasing a second film, the firm is able to tap into different demographics including adult fans, which the company says is vital to strengthening its portfolio. “The overall Turtles franchise for us has been incredible, it’s going from strength to strength still,” concurs James. “It’s in its third season now, with season four coming, and we have got season five already green lit with another movie on the way. It’s in a really strong position for us, and that’s incredibly important to our portfolio.” Nickelodeon’s portfolio comprises various brands including Power Rangers,

Drake and Josh and Henry Danger, while Nick Jr. features the likes of Peppa Pig, Dora, Shimmer and Shine and Blaze. Designed as a pre-school boys show about monster trucks, Blaze launched in March last year on Nick Jr. and came to Milkshake! during October. James comments: “It’s got collectability in it. Blaze is the main character and it very much hinges on STEM, so it’s got an educational and curriculum factor – science, technology, engineering and maths. It’s been very well received, both from a content point of view but also the momentum and the demand that we’re seeing for toys and product already to our social platforms is great, so it’s a

If the toy market is buoyant, it makes for a good year.

Marianne James, Nickelodeon really good indicator for us. We’re very excited.” Shimmer and Shine also made its debut last year, following a little girl who finds two genies, and the company is looking forward to expanding the brand with a new toy line with Fisher-Price. “Because of our ownership of Channel Five now and our partnership with Milkshake! we have a free-to-air platform, so we will be working to get Shimmer and Shine onto free-to-air, which will then allow us to have a long

establishment of the brand before we launch toys,” comments James. Although each property is proving to be popular for Nickelodeon, James explains that attending industry shows such as Toy Fair and BLE are crucial to maintaining that popularity, as it allows the company to judge the development of the brand. “Toy Fair allows us to see what is going on, which is important, because if the toy market is buoyant, it makes for a good year for everyone,” adds James.

“It’s really good for us to see the traction in the market, what the next new and big, important brands and products are going to be, and work with that.” The company also dipped its toe into retail last year, with the opening of its new flagship store in Leicester Square, London. Now that Nickelodeon has started to tap into this market, the firm plans on opening another 12 stores across various markets. James explains: “There’s a lot more to come from that store and we’re always looking at the product mix, to ensure we have the right product that customers are looking for and really and truly represent our brands in the right way. “So that’s a big focus for us as we go through 2016.”

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Hippychick details plans to make 2016 its strongest year yet 2015 was a great year for the pre-school specialists, so says MD Jeremy Minchin. With new innovations across nursery, crafts and wooden toys on the way, the firm believes the next 12 months can be even better

By Jade Burke 2015 PROVED to be a great year for Hippychick, after securing various industry accolades and the successful release of new product ranges. But this year looks set to be just as promising for the company, as Hippychick’s MD, Jeremy Minchin, told ToyNews: “2015 has been hugely positive. What was expected to be a static www.toynews-online.biz

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year as we transitioned into some new product ranges, has actually seen significant growth on our toy and gift sales. “All the indications are that 2016 should see this really extended with new listings in major stores for fantastic ranges of both wooden and soft toys.” With an extensive baby and toddler range, it’s no question that Hippychick is well known for its pre-

school collection, but during 2016, customers will start to see the firm bring out new innovations across nursery and crafts. Minchin explained: “We have some good innovations in nursery and potentially in craft, as well as extensions in the product ranges of wooden toys and ride-ons.” According to Minchin, customer reaction to Hippychick’s BioKido

wooden toy range has also been encouraging, which the firm sees as a key core development in young kids. “Being baby and toddler specialists, the pre-school market is a natural home for Hippychick,” said Minchin. “We have strong connections and sales history within this sector, and much of our new product has fantastic educational and play value in response to what our

pre-school customer base has been asking for.” Thanks to the company’s upcoming product slate in the pre-school market, it seems 2016 could be one of the best years for Hippychick. “We are really looking forward to 2016, it feels as though everything is picking up and we are determined to make it our most successful year ever,” concluded Minchin. Hippychick: 01278 434440 January/February 85

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NEWS

Indies a major focus for Hardenberg&Co this year “We understand the pressure points that many retailers face when it comes to prices and this is why we’re changing how we do things,” so says Selina Jones, Hardenberg&Co’s sales executive for the trade By Billy Langsworthy THE INDEPENDENT toy retail scene is a major focus for nursery specialists, Hardenberg&Co, this year. With a raft of new product launches scheduled in for this year, the firm has outlined why it’s going out of its way to cater to the indie sector over the next 12 months. “Independent retailers are extremely important to us,” said Selina Jones, Hardenberg&Co’s sales executive for trade. “They play a huge part. Because we constantly talk to our customers on a daily basis, we really listen to what they have to say about UK market trends that they’re seeing, the struggles that they may be facing and any feedback from consumers. “It’s great to get this feedback, and we always

feed this back into our trade department and alter ways in which we operate to ensure we benefit our independent retailers.” As a result of this feedback, the firm has gone so far as to change aspects of its email process to make things simpler for independents, as well as launch a revamped trade website. “We understand the pressure points that many

retailers face when it comes to prices and this is why we’re changing how we do things,” added Jones. “We want to help grow their sales, margins and profit so have switched to a simple email order process with a dedicated account manager, meaning retailers will get the best possible deals on their orders. We can be much more flexible to suit very specific needs and create fantastic deals,

promotions and discounts. Payment is direct, quick and secure. Once funds are received, the goods will be dispatched within one to three working days. “By creating a new trade website, having a dedicated trade team and a schedule of exciting monthly offers, we’re really focusing on making life easier for independents and giving them what they need. Because we’re flexible we

can treat customers in a unique way and look after their requirements.” To take advantage of the firm’s regular monthly price promotions, retailers can sign up to the newsletter at hardenbergco.co.uk. “We have some really exciting new products ready to launch at the start of the year,” said Jones. “World-first interactive learning toys that are fun, affordable and are sure to be a hit with UK children and their parents. Our new adorable family of digital media players with optional Bluetooth can be fully customised with downloadable content, help children explore the world around them and comfort them day and night with integrated night lights. And best of all, they make the perfect companion.” Hardenberg&Co: 01785 503 305

InnoTab Max keeps tablets strong for VTech Despite the tablet craze having ‘passed its peak,’ InnoTab Max remains a sell-out item for tech toy specialist By Robert Hutchins VTECH’S INNOTAB Max continues to be a top seller for the education and tech toy specialist, despite its recent shift in focus from tablets to the infant and toddler category. While performing lower than VTech’s other leading lines, including Toot-Toot Driver, Kidizoom, VTech Baby and Toot-Toot Animals, InnoTab sales met expectations throughout 2015, after ‘finding a good, steady level’. “The shift of business from tablets to the infant and toddler category is one change that we have had 86 January/February

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to manage, but actually we are very pleased with the

InnoTab Max performance this year,” Clive Richardson,

marketing director at VTech, told ToyNews. Speaking with Richardson late last year, he revealed his expectations for the InnoTab to once again sell well in the upcoming Christmas period. Meanwhile, the firm continues to see success across the pre-school market, with VTech Baby consistently in the top five properties in the toy industry, a great feat, declared Richardson, for a non-entertainment backed brand. Elsewhere, end of 2015 sales for brands like Toot-Toot Drivers proved successful with

the property ending 31 per cent up on the previous year, Kidizoom ended five per cent up, VTech Baby finished ten per cent up, while Toot-Toot Animals saw 194 per cent growth. “Matching the performance of the last two years’ of entertainment and product crazes will be a bit of a challenge,” continued Richardson. “But our industry is an incredibly innovative one, and VTech is a good example of this. Visitors to London Toy Fair 2016 will see over a hundred new toys on the stand again next year.” VTech: 01235 555 545 www.toynews-online.biz

12/9/15 09:41

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News Data Opinion

Dedicated monthly retail coverage

The struggle for margins must end soon, says SMF ToyTown While retail remains optimistic for a High Street resurgence this year, ToyTown’s Brian Simpson believes the biggest change has to come from the industry’s suppliers if the indies are to fulfil their true potential By Robert Hutchins SMF ToyTown is calling on the world’s leading toy suppliers to reconsider the margins offered to the independent retail scene on the must have products of 2016. The national toy retail outlet has labeled the current average margins made by indie toy shops of between 25 to 35 per cent as ‘unacceptable’, declaring that for those running a tight business such as itself, changes must be made in the “very near future.” Having opened up four new stores across the UK and Ireland in the last year, with each one ‘performing incredibly well,’ for the family run business, SMF ToyTown enjoyed a ‘fantastic 2015.’ But despite the success, and amid what appears to be an upwards shift in High Street economy, ToyTown’s general manager, Brian Simpson, insists that in order for any retailer to prosper, the biggest changes need to come from the industry’s suppliers. “Overall margin is something I would like to see change in the very near future,” says Simpson. “The current deals that are done

for the larger retailers put businesses like mine under severe pressure and this is a ridiculous trend that has been increasing in the toy trade over the last number of years. “I don’t want people to get out their violins for me as if I am hard done by. I speak for any business like my own when I mention margins because, to some extent, the supplier is funding the crazy deals that are out there. “I have been mistakenly sent certain documents in

RETAIL ADVISORY BOARD

Stuart Grant, The Entertainer

Fiona Murray-Young, Toys R Us

www.toynews-online.biz

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Linzi Walker, Argos

the past so I know that large retailers have marketing or promotion pots they can tap into when required. This just can’t be overlooked anymore. “Margin return from the larger suppliers sit somewhere between 25 and 35 per cent. Call me brash, but how can we treat this as acceptable when it costs me more than this to run a very tight business?” Simpson insists that its brick and mortar offering will continue to be at the forefront of ToyTown’s 24

stores focus for 2016, with new store openings firmly in the pipeline. However, with the margins made by independents, Simpson asks how feasible it is for the collective toy retail scene to expect to continue to make money, despite the exciting product line up for the year ahead. “Everyone is talking about a product range to rejuvenate the boys’ market, and Star Wars and Yo-Kai-Watch really seem to be on the way to drive this,

so that will be exciting,” Simpson explained. “I also love that there are female super heroes coming into our market in the near future. I have a 10 month old daughter and am very happy to know that she will be able to take on evil crime lords (Daddy) in the coming years. “But I struggle to sit and place orders with a smile on my face knowing that I need to make 40 per cent margin from my products to pay the bills and make a bit of money, while seeing costs and RRPs that deliver nowhere near this. “I imagine that any supplier who reads this will just shrug their shoulders and move on with their lives, but something really does have to change in the very near future. “One of the best parts of the toy industry is those independent retailers that serve their community with great care and expertise. This will not be available to consumers in the next few years if the playing field is not leveled to some degree, but at present there is a huge amount of work to be done to sort this out.” “The battle for margins has to end sometime, preferably very soon.”

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

Brian Simpson, Toytown

Clare Barton, Sainsbury’s

Neil Mitchell, Shop Direct

Annalise Quest, Harrods

Steph Strike, Asda

Ben Redhead, Firebox

Alphonse Madamombe, Maplin

Helen Gourley, Toy Hub

Miles Penhallow, Play-Room

Karla Mitchell, XBite

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D I S C OV E R T H E N E X T B I G T H I N G AT

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RETAIL SURVEY

Retail Survey 2016

WHAT WAS YOUR

It’s that time of year again and it’s our fourth annual retail survey. We asked 70 of the UK’s independent toy retailers how they performed in 2015, what products triumphed and what HIGHLIGHTstruggles OF THE YEAR? they faced over the course of the last year

WHAT WAS THE HIGHLIGHT OF THE YEAR?

OTHER – 14% NEW PREMISES/GROWTH: 19% TRADITIONAL TOYS: 13% LEGO & CONSTRUCTION: 11% AWARDS & EVENTS: 13% SHOPKINS: 7% INNOVATION: 6% PAW PATROL: 6% STAR WARS: 7% CHRISTMAS: 4%

So, here it is, the start of another year and it is with a sense of optimism that the UK’s indie retail scene enters 2016. True to form, it’s another eclectic mix of answers that kicks off this year’s survey, with your highlights spanning everything from Pie Face sales to new construction lines from LEGO. Over the past year, a number of you have enjoyed watching your business grow, take over bigger premises and increase in numbers. The category therefore stands tall as your greatest highlight of the past year. You have been handed awards for your efforts, seen a resurgence of the traditional toy sector and watched Shopkins ﬂy off the shelves. All in all, it appears 2015 was kind to the majority of you.

HOW WAS BUSINESS THIS COMPARED TO 2014?

HOW WAS BUSINESS IN 2015 COMPARED TO 2014? The good news continues, as this year’s survey reveals that over half of the retailers asked celebrated a successful 2015. 60 per cent of the cross section interviewed declared that business had been better in 2015 than 2014. Good weather, a line up of hit movies over the course of the year, and what one retailer called an ‘iPad revolution’ when describing a resurgence of the High Street, were just some of the reasons behind better business this year. But it wasn’t all sunshine and rainbows, as 21 per cent stated that 2015 was in fact worse than 2014, citing online shopping and a lack of a ‘must-have toy’ as the cause of their woes. Balancing out the bad news however, 19 per cent of you leveled the field, by declaring that you were on an even keel with last year’s revenue.

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BETTER – 60% SAME – 19% WORSE – 21% 0

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RETAIL SURVEY

WHAT IMPACTED YOUR BUSINESS THE IN 2015? WHATMOST IMPACTED YOUR BUSINESS MOST IN 2013?

WHICH TOYCATEGORY CATEGORY WHICH TOY HASPERFORMED PERFORMED THE BEST FOR YOU IN 2015? BEST FOR YOU THIS YEAR?

WEATHER: 11% LOCATION: 14% HIGH STREET RESURGENCE: 1% BLACK FRIDAY: 4% RECESSION: 3% STRATEGY: 3% NOT SURE: 6% ONLINE: 24% ALTON TOWERS: 1% SUPPLIERS: 6%

WOODEN TOYS: 21% CONSTRUCTION: 13% PRE-SCHOOL: 11% LEGO: 11% ACTION FIGURES: 9% BOARD GAMES: 6% ART AND CRAFT: 4%

CHRISTMAS: 1% MOVIES: 3%

STAR WARS: 3% NONE: 3% DOLLS: 3%

FAKES: 1% THE EURO: 1% DISCOUNTING: 9% COMPETITION: 3% LEGO: 1% EVENTS: 3% RATES: 3%

POCKET MONEY: 4% TRADITIONAL & EDUCATIONAL: 10%

TV: 1% DIECAST: 1%

Regular readers may remember the shock revelation when the Wooden Toys sector trounced the likes of Frozen as the best performing toy line in 2014. Well, it’s only gone and done it again, this time storming the 2015 list. That said, the construction sector isn’t far behind with 13 per cent of retailers asked championing the likes of LEGO, Playmobil and Magformers as the current leaders. The pre-school market has remained strong throughout the year, taking a joint third position. The traditional and educational category has seen a surge in the last year, while board games also performed well, proving that geek really is the new cool, and there is nothing more rock ‘n’ roll than enhancing the old grey matter through play.

There’s an old saying that goes along the lines of ‘blame it on the weather man’, failing that try Amazon, priceslashing, the inﬂux of counterfeit products, road works or just finding the right staff. Whatever the focus of your chagrin this year, chances are it’s listed somewhere above. Once again, the grasp that the internet maintains over consumer’s shopping habits places as the biggest factor impeding your business over the last year, as frustration at the low prices of Amazon resonates across the board. It’s reached such a level that one disgruntled retailer told us they ‘wish they could blow up the internet’. While Black Friday may be picking up steam each year, the indies have made it their mission to boycott the event by ‘holding their nerve and ignoring the event’.

DOOFYOU FEEL CONFIDENT ABOUT TH DO YOU FEEL CONFIDENT IN THE HEALTH YOUR BUSINESS MOVING INTO 2016? HEALTH OF YOUR BUSINESS MOVING We’re in for a positive year ahead, if the answer’s to this year’s Retail Survey are anything to go by, as a whopping 90 per cent of you remain confident in the health of your business as we welcome the New Year. Among the leading factors for the positive outlook is what some of you are labeling the ‘resurgence of the High Street.’ Encouraged by seeing even some of the largest online shopping domains embracing bricks and mortar, it’s with a sense of optimism that you expect to see footfall return to the High Street this year. However, ten per cent of retailers remain uncertain of the future of the store and the health of their business, while one in particular was absolutely certain of closure, citing changing shopping habits and an increase in rates as the largest factors.

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YES – 90% NO – 10%

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HOW HAVE CHRISTMAS 2013 RETAIL SURVEY TAKINGS BEEN SO FAR COMPARED TO 2012’S?

N 2013?

HOW WERE CHRISTMAS TAKINGS IN 2015 COMPARED TO 2014?

BETTER – 46%

The positivity continues and those still chomping on the WHAT NEW TOY OR PRODUCT leftovers of their Yuletide Log can do so with a grin, as the ARE YOU MOST LOOKING SAMEFORWARD – 24% TO IN 2014? majority of retailers report an increase on Christmas takings

WORSE – 30%

DON’T KNOW YET: 30% TRADITIONAL & WOODEN: 20%

LEGO: 11% STAR WARS: 10% EDUCATIONAL: 3% KINETIC SAND: 3% MAGFORMERS: 4% TELETUBBIES: 4% OWN RANGES: 3% SHOPKINS: 3% WHICH CURRENT INDUSTRY TREND ACTION FIGURES: 3% IS HAVING THE MOST IMPACT ON YOUR BUSINESS? LICENSED LINES: 6% 0

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WHAT NEW TOY OR PRODUCTS ARE YOU LOOKING FORWARD TO STOCKING IN 2016? While clearly for many, the big decision as to what to bring in store is made after the annual trip to London’s Toy Fair, a large proportion are placing their faith in a ‘traditional toy revival.’ 2016 will mark the year of the iPad revolution, according to one retailer, while the return of Teletubbies has also piqued your interest. Meanwhile, LEGO continues to build a strong following among the UK’s indies, and December’s launch of Star Wars: The Force Awakens looks set to keep young Padawans scouring the aisles for Star Wars toys. One range of particular note however, is the Magformers range. “I have 12 boxes on the till, and they’re all customer orders for Magformers, it’s ﬂying off the shelves,” explained one retailer.

WHICH CURRENT TREND IS MAKING THE BIGGEST IMPACT ON BUSINESS THIS YEAR?

NOT SURE: 27% LEGO: 10% TRADITIONAL & WOODEN: 9% STAR WARS: 9% ONLINE: 7% SUPERMARKET SALES: 4% BOARD GAME RENAISSANCE: 6% HIGH STREET RESURGENCE: 4% SUPPLIERS: 6% SHOPKINS: 4% CRAZES: 6% MOVIES: 3% COUNTERFEITS: 3% PRE-SCHOOL: 3%

compared to last year. Despite the optimism, we have once again been on the end of a number of conﬂicting statements, with some reporting that Christmas is getting later, while others believe that Black Friday acts as the ideal signaling gun for the onslaught of seasonal shoppers. 46 per cent of those asked have seen an improved Christmas on last year’s takings. On the other hand, 30 per cent of retailers were down on last year’s revenue.

Without a must-have product of last year, it seems that inspiration is ﬂowing from a variety of new channels, with LEGO and a return to the High Street being some of the factors cited as making an impact on toy retail. Elsewhere, supplier issues are rearing their ugly heads as more of you lose patience with those who choose to sell direct to the consumer, while counterfeit products are becoming a growing concern. Of those that fall into the ‘positive impact’ camp, current trends such as Kinetic Sand, Shopkins and Paw Patrol are believed to lead to a positive year ahead. On the ﬂip side, price slashing and supermarket sales continue to present constant bug bears alongside the age old adage that online platforms such as Amazon ‘ruin it for everyone who works hard at it all year long’. January/February 93

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WHAT'S THE BIGGEST CHALLENGE YOU FACE? RETAIL SURVEY

WHAT’S THE BIGGEST CHALLENGE YOU CURRENTLY FACE?

ONLINE: 23% TO SURVIVE: 13%

Online competition, its discounted prices and the monopolist Amazon still remains firmly at the top of your list of biggest FOOTFALL: 11% challenges posed to the ongoing success of your business MAJORS: 9% this year. BUSINESS RATES AND RENTS: 9% In fact, almost a quarter of you cite the current trend for online shopping as one of the biggest factors affecting you, DISCOUNTERS: 6% followed by your ongoing challenge to simply survive another SUPPLIERS: 6% year – which doesn’t paint such a positive picture. But when faced with increasing business rates and rents, TOO MUCH WORK: 4% more and more competition from the majors, and the task SUPERMARKETS: 4% of simply generating footfall in general while dealing with discount stores and supplier issues, it’s no wonder that 13 ACCOMMODATING GROWTH: 6% per cent of you are feeling the strain. HIGH STREET HEALTH: 1% But it’s not all doom and gloom, and for six per cent of you, you find yourselves in the enviable position of facing the CHOOSING THE RIGHT TOYS: 4% challenge of accommodating year on year growth and finding NONE: 4% the space in which to carry out your increasing business. For others, the pressure to choose the right stock this year is mounting, while four per cent of you seem care free with 0 5 10 15 20 25 no worries on the mind at all. You lucky devils.

IF YOU COULD HAVE ANY OTHER JOB IN THE TOY INDUSTRY, WHOSE WOULD IT BE?

IF YOU COULD HAVE ANY OTHER JOB IN THE TOY INDUSTRY, WHAT WOULD IT BE?

HAPPY WHERE I AM: 31% TOY DESIGNER: 13% WORKING AT LEGO: 4% TOY BUYER: 13% REPORTER: 6% TOY INVENTOR: 7% TOY TESTER: 10% TOY STORE COUNSELOR: 1% ‘CRAP SORTER’: 3% INTERNET ANARCHIST: 1% CEO OF BIG TOY FIRM: 4% OTHER: 6%

With the majority of those asked having had a better 2015, and a better festive period, than in 2014, it’s no surprise that almost one third of you are happy where you are. Elsewhere, for those of you willing to indulge in the fantasy of taking on a new role in the toy industry, popular choices included toy designers, buyers, toy testers and inventors. Of the more outlandish fantasies, one retailer was very keen on making a job out of ‘blowing up the internet’, while another created their own role as a counselor for toy stores going through closure. Worryingly, a firm six per cent of you fancy our job here at ToyNews. We’d better watch our backs, then.

WHO WE ASKED AND HOW Our 2015 survey was conducted by calling up UK retailers and asking them for their thoughts on the state of the toy industry. The retailers were randomly selected and ToyNews did not ask retailers to choose their answers from a list. Everything from the above was said by the retailers themselves. We questioned 70 stores, listed below: Argosy Toys, Armadillo Toys, Automattic Comics and Toys, Bus Stop Toy Shop, Captain Neil’s Toy Chest, Collectabubble, Cots n Togs, Darkside Comics, Darth’s Hutt, Dave’s Classic Toys, Eclectic Games, Ella’s Toy Shop, Fairies n Frogs, Final Frontier, Firebox, Giddy Goat Toys, Grasshopper Toys, Halesworth Toys, HoneyJam, Honiton Toy Shop, Hoombletoys and Collectables, Hubbard’s toy Cupboard, Jamm Toys, Kaleidoscope Toys, Kerrison’s Toys, Knot Toys, Little Citizens Boutique, Little Gift Shop, Little Shop of Wonders Toy Shop, Megan’s Jigsaws, Models R Go, Mulberry Bush, My Doll Boutique, Osborne and William, Osborne’s Sports and Toys, Over the Rainbow, Rainbow Plaza, Red Balloon Toy Shop, Silly Billy’s Toy Shop, Smart Start Toys, Spotty Green Frog, Star to Star Toys, Sugar and Spice, The Arcade Toy Shop, The Cheshire Toy Shop, The Cinema Store, The Entertainer, The Forgotten Toy Shop, The Rocking Horse, The Toy Box, The Toy Works, Totally Toys, ToyHub, Toys n Tech, Toys and Tuck, ToyStop, ToyStop Wales, ToyTown, Turriff Toys, War Game Store, When I Was A Kid, Willis Toys, Wise Owl Toys, Wonder Wood Toys, Wooden It Be Lovely, Wooden Toy Shop UK, XBite 94 January/February www.toynews-online.biz

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INDIE PROFILES

My first year as an indie Launching a store in any industry is a daunting task, but how difficult is it to open a new shop in the toy world? Jade Burke speaks to six new independent outlets that have been open for a year or under, to find out what their struggles and successes have been, and what advice they would give to other newcomers Toys n Tech

Fiona Roberts, social media and advertising manager, and Mandy Middleton, business owner Where is your store based? We are based in Carlisle, Cumbria. Our shop is located at 21 Bank Street. How long has your store been open for? We opened our doors on Saturday June 13th 2015, but the time has just flown by. Why did you choose to open the store? Carlisle didn’t have much choice in the way of children’s toy shops, and over the Christmas period it relied on pop-up shops. As we all have experience in retail, we understood the need to offer locals a variety of toys and gadgets at good prices. We also decided to work on the principle that we always offer the best price on our products – rather than introducing various sales throughout the year. How has business been since opening? Business has been really good. We’ve definitely been kept ticking over with sales and we’ve established a loyal group of regular customers too, which is lovely to see. We’ve got a lot of followers on our social media account and this has meant we’ve seen

an increase in customers visiting us from further afield. What industry trends have affected you since the opening of your store? Since opening we’ve seen a lot of interest in Star Wars products due to the excitement of the new film’s release last year. We had another big Star Wars order due in December 2015 to help meet that demand. Marvel and DC products have been very popular and we have a collector’s range of Harry Potter and Lord of the Rings products, which have been selling well. What are your expectations for the store? We have signed a lease for five years, so based on the interest and support we have had so far we expect to go from strength to strength. What advice would you give other indie retailers who are just starting out? We would say take your time with the planning, budget well, and know your target audience. Above all, we would say be brave and just go for it. You never know what will happen if you don’t try.

Carlisle didn’t have much choice in the way of children’s toy shops, and over the Christmas period it relied on pop-up shops.

Arcade Toy Shop

Dave Carter and Martyn Perry, co-owners

Why did you choose to buy the store in the first place? We chose to buy the store when it came up for sale as we had shopped here as kids and it is an institution in the town.

What industry trends have affected you since the opening of the store? The biggest effect on us to date has been the heavy discounting of things like Minion toys at large supermarkets, including the likes of Tesco and Asda. The three for two offers on some of the big retailers has also been an issue at times for us, but it’s a case of holding your nerve and waiting for them to sell out and then you pick up the customer.

How has business been since the opening of the store? Business has been improving slowly since we took over, as many customers had thought the business had actually either closed or was closing soon.

What are your future expectations for the new store? We are looking to open our upstairs show room soon, and branch out into cycles and more of the model lines that we have re-introduced into the store.

Have sales been steady, or was it a struggle at first? It was slow at first but we took to the local press and had a lot of support from the local authority, as the building had been designated to be of ‘significant local interest’.

What advice would you give to other retailers who are just starting out? Go for it. Be careful whom you buy from and don’t buy in huge quantities. Buy little and often, and keep moving your stock around.

How long has your store been open for? The store itself has been here since the 1930s. The current shop format has been around since 1968, and we took over the store on June 1st 2015.

The biggest effect on us to date has been the heavy discounting of things like Minion toys at large supermarkets.

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INDIE PROFILES Fergus and Fogg’s Toy Emporium Lisa Penn-Bourton, co-owner

Where is your store based? Our store is based in Market Street, Tamworth, in Staffordshire. How long has your store been open for? The store has been open for a year and a half. The other co-owner, Adam Allton-Nee, opened the store on an impulse after he saw a vision when he walked past an empty shop in the town where we grew up. and that’s where it all began. I came in to the business later.

We have a lovely customer base where we are, so we would love to expand into a bigger store and possibly branch into other areas.

Why did you choose to open the store? Setting up a business with little business knowledge is a steep and tiring learning curve but very enjoyable, most of the time. AlltonNee started the business alone so it was hard to juggle all the balls and family life too. The decision for the stock he chose and initial reason for the shop was due to the mass of electronic and repetitive toys. He wanted to bring back a more traditional childhood with role-play and improvisation like we had. I came in as a customer at the beginning and we became good friends. How has business been since opening? Initially sales were very good but dropped off after Christmas for a couple of months. Over the last six months sales have climbed dramatically with a 23 per cent increase in the last quarter. And we have the knowledge of what January can be like, so we have lots of things planned to boost sales.

What industry trends have affected you since the opening of your store? We tend to see ourselves as offering a unique and individual experience and different toys too, so we aren’t really affected by industry trends. We choose what we like and what’s a bit different and it seems to work. All our toys are wooden, tin or fair trade and traditional. What are your expectations for the store? We are very positive about the future. The increase in sales shows we are sitting comfortably in the market place now. We have a lovely customer base where we are, so we would love to expand into a bigger store and possibly branch into other areas such as interiors, to create a true children’s emporium – we have lots of ideas. Failing that we will be looking to open a second toy shop in another local town. What advice would you give other indie retailers who are just starting out? I would say be prepared for hard work with very little financial return in your first year. Be proud if you break even. So many times you will feel like giving up but you need to give customers a chance to become regulars. Also try and find something that’s unique. You have to be passionate about what you choose as your business, as your energy alone won’t see you through. It is our passion for a beautiful shop and a love for toys that kept us going.

Whirligig, Tunbridge Wells

Peter Allinson, director, Whirligig Toys Limited How long has your newest store been open? The store has been open for just over four months now. Why did you choose to open a third store? We opened our first store three years ago, with a second last year in Chichester. We felt that we had a strong concept – we are a specialist shop focusing on ‘things to make and do’ – and we felt we had proved that concept by opening a second shop. The third shop is a further expansion that gives us wider geographical coverage. How has business been since the opening of the store? We have had an instant and huge reaction in Tunbridge Wells. We sell unusual toys mainly sourced from small providers, so most people have never seen the toys that we sell before. By displaying them well and having strong product knowledge, we have been able to help customers understand what we do. What industry trends have affected you since the opening of your latest store? Nothing really – we don’t really follow trends and we don’t focus on licensed products, so

while there is a huge focus within the toy industry at the moment with various films coming out, we maintain our focus on making and craft gifts. What are your future expectations for the new store? We hope that it proves a popular shop in the new location and that we can take our toys to a wider audience. Adding a third shop also means that we have a bit more buying power and credibility within the industry, and suppliers are keener to talk with us. What advice would you give to other retailers who are just starting out? Be different – there are so many people selling the same thing and if the whole High Street is doing it, then your customers won’t be excited about your shop. Try and find toys that you love and will be proud of selling in store, and then ensure that you have actually played with the toys yourself, or made the project – nothing is better than talking about your own experience, and the product knowledge of your team will be enriched.

Be different – there are so many people selling the same thing and if the whole High Street is doing it, then your customers won’t be excited about your shop.

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INDEPENDENT SURVEY

“2016 will be the biggest year yet for the independent toy retail scene”

FOR

It’s an overwhelmingly positive response to the first ToyShop UK Debate of 2016, as the majority of retailers quizzed on their expectations for the next 12 months appear to be in very high spirits

Julian Shelford, Final Frontier “It’s hard to foresee the future, I wish I had a crystal ball. However, 2015 was shaping up well and 2016 now looks good. The amount of great lines that came out last year and what has been shown for the year ahead gives the independent the chance to develop and grow stronger. Independents have much more customer knowledge, they have total control over their service and can see what sells quickly. Really strong lines continue to produce new products, great movie line ups and computer games. The adult collectors market is still growing and kids want toys. Just look at what the big players are doing and use their ideas to your advantage: try new ideas, aim to sell out and keep up with what’s happening.”

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Peter Allinson, Whirlygig Tunbridge Wells “We have seen some of the new products our suppliers are working on and they are really exciting. The ‘make and do’ approach has really caught on and both customers and suppliers are seeing the value of this type of toy. We think that by keeping prices reasonable and offering great value in the activity included in the toy, we are going to build on 2015 and already have plans to open another shop this year.” www.toynews-online.biz

12/7/15 15:06

INDEPENDENT SURVEY

Toy Shop UK is a consumer-led, online directory that helps toy suppliers, retailers and licence holders promote their businesses to an audience of up to 10,000 unique visitors per day. Popular weekly giveaways, the esteemed Independent Toy Awards and special supplier listings are just three of the ways that Toy Shop UK can help you increase your online presence and complement your other marketing activities this year. Contact n Michael Hawkins (michael@ toyshopuk.co.uk or 07786 295756) for more information. www.toyshopuk.co.uk

Mark Stewart, Wise Owl Toys “We here at Wise Owl Toys believe 2016 will be a good year for the independent toy retailer. We are looking to build on the success of last year that saw us shortlisted in the top 20 shops in the Best Small Shops listing. We didn’t win, but we did get a certificate and we were thrilled just to be selected, especially considering there were over 300 entries and we were the only toy shop in the top 20. 2016 does have the ingredients for a similar year, but increased costs of the new Living Wage may well impact on bottom line.”

Becky Ottery, Eclectic Games

Luan Hall, Fairies ‘n’ Frogs

“We are very confident in the health of the business moving into 2016. For us, board games are absolutely storming it, making up 45 per cent of our current business. And Star Wars is looking very strong of course. We have continued to see growth in turnover over the last year and even had to move to a larger shop and hire more staff. We have doubled the size of the shop floor and we are seeing our community of regular board gamers grow and grow. We were up week on week, month on month in 2015, so here’s hoping to see it again in 2016. It will be hard work, operating a larger space and looking after more staff, but we look forward to it.”

“2015 was a great year for us. We were named Bedfordshire Business Winner Champions and finalists in various other industry awards, so it will be a hard one to beat in that respect. With new lines from Magformers on the horizon though, we are looking to what’s to come this year. Magformers have been a real favourite with independents and particularly Fairies ‘n’ Frogs where they have been literally flying off the shelves. The outcome of a personal challenge early this year will dictate what changes will be made to the store this year, but I am hopeful and am looking forward to what 2016 has in store for us.”

AGAINST John Guiver, Models R Go “The only thing I am certain of for the New Year is that we are closing. It’ just become too much trouble and hard work competing with the majors and the discounters, like Amazon. On top of that, there is the increasing VAT. It’s becoming a real struggle for the independents to make any money. “Furthermore, manufacturers who sell direct to consumers and offer massive discounts are a frustration and very damaging to what we independents are trying to do.”

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INDIE RETAILER FOCUS

The Cambridge Toy Shop With two floors crammed full with toys, owner of The Cambridge Toy Shop Vivienne Watson is celebrating the store’s 11th birthday. Here Jade Burke finds out what kinds of toys are available in store

Tell me a bit about your business and how the store began? The Cambridge Toy Shop is 11 years old and started as a much smaller store in a secondary location in Cambridge. I moved six years ago to Sussex Street, which is a larger, double fronted property with a more central location. Sussex Street is owned by Sidney Sussex College and is a pedestrianised area with cafes and independent shops. The street was designed in the 1920s and 1930s in the neo-Georgian style with a covered bridge linking the two sides of the street, so it is very pretty and we often have buskers outside, which creates a really nice atmosphere. What types of toys do you stock in store? We have two floors packed with toys for all ages. We have a really

huge selection; all the major brands plus lots of traditional favourites, and a great selection of pocket money toys. Upstairs, we have areas for mainly under fives with our pre-school section and Brio being our most popular ranges. Downstairs we have lots of toys from five years and up to adult with large LEGO and Playmobil sections, and a very popular Airfix and Revell model center.

love these; it’s good old fashioned play and a timeless brand. Shopkins has been very popular and Peppa Pig, but the biggest sellers are always Playmobil and LEGO. We have set up a new model centre and that goes very well, as does our new book section.

What do you look for when sourcing new toys? Not a gimmick. I want something that is original and well made that I can sell to my customers with confidence. Packaging also plays a big part in my decision to buy. The best new toy I found this year was Magformers.

What new toys will you be incorporating into your portfolio for the New Year? More books definitely, and more wooden toys for preschoolers. Our Sevi range is very nice and customers love the Manhattan wooden toys. I am always looking for things that will entice older children away from screens. We have had great success with our professional juggling range, which definitely appeals to older children.

What was your bestselling product in store last year? Brio trains. My customers

Your store has been around for 11 years now. What will you do to celebrate?

We had a big celebration for our 10th anniversary, and this year I had a day off and relaxed while my fantastic team took care of business. How important is social media to you? Very – we use lots of social media, including Facebook, Twitter and Instagram. We post a regular ‘Toy of the Week’ and other news on our website, which is linked to the Visit Cambridge and City Viewed websites. What makes you different from the local competition? How do you stand out? We have such a vast range of toys, probably the best in Cambridge. We are constantly adding new lines and refreshing the shop, which is good for our very regular customers. We have lots of competitions running throughout the year and we demonstrate toys and

encourage children to play in store. I attended a fantastic Marvin’s Magic training session in London with one of my apprentices, and we love to practice our magic tricks on customers. How do you engage with your local community? We support dozens of schools and charities across the county by donating raffle prizes for their Christmas and summer fairs. We have links with several language schools and have their students with us as part of their business studies; we also provide work experience for a number of local schools. What does the future hold for The Cambridge Toy Shop? Will you expand? It worked out really well for me last time I expanded the business, so maybe it’s time to do that again.

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Spring break With around 3,000 suppliers all exhibiting their latest ranges, Spring Fair provides guests with an ideal meeting space. Here, Jade Burke catches up with the event’s portfolio director, Nick Davison

THE DESTINATION for toys, gifts and homeware is making arrangements for its next annual show, where members of the industry are invited to come together to glance over some of the latest product ranges from vendors. Packing out every hall in the NEC Birmingham next month, around 64,000 visitors will be flocking in their masses to attend Spring Fair, taking place from February 7th to 11th. This year also marks the 65th year of the event, where attendees can look forward to sourcing hundreds of new product lines from various UK and international suppliers. Nick Davison, portfolio director at i2i Events Group for Spring Fair, said: “Spring Fair is the largest retail trade exhibition taking place in the UK, attracting far more visitors and exhibitors than any other event of its kind. “In 2016 we’ll have one of the biggest-ever presentations, the choice is so huge it has to be seen to be believed. Most people know how big the NEC is, and we’ll be taking up every hall for Spring Fair on February 7th to 11th.” Around 3,000 British and international suppliers will be at the show, including hundreds that are new to Spring Fair. Plus, different products will be on show in 14 categories, including toys and gadgets, children’s gifts, licensed gifts, dining and homeware, and body and bath. Guests can also check out the different range of suppliers at the show, which includes the likes of Keel Toys, Aurora World, www.toynews-online.biz

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Melissa & Doug, House of Marbles, Gibsons, 50 Fifty Gift, Cheatwell Games, TV UK, Tobar Group, Moulin Roty, Great Gizmos, Suki Gifts International, The Noble Collection and HTI. Davison adds: “Spring Fair is a brilliant place to spot trends and this time we’re looking at personalised plush toys, novelty gifts, licensed products and Segway/travelboards hitting the spot.” Exhibitors within the toy category making their debut at the show this year includes Alex Brands, Cubbies, Wooky Entertainment, Doudou et Compagnie, Depesche, Addcor, Huggables and Trod/247. So what can attendees expect from the show this year? It’s clear that there will be plenty on offer

with different product categories and exhibitors, but there are also a range of cross-over buying opportunities for retailers who attend the show. But that’s not all, as Davison explains: “In

this year, including various hall moves within the NEC. Davison comments: “Consultation with our customers revealed the need for certain modifications to the hall layout and access points to

Spring Fair is where the industry comes together and there’s always a buzz. Nick Davison, i2i Events

addition we have an extensive free content programme running throughout the event, with a brilliant speaker line-up, plus numerous feature areas such as the Fashion Catwalk and The Party Show Stage.” There are also some changes in store for guests

improve footfall, so we’ve implemented a raft of new changes to meet those requirements in 2016.” Despite these changes, last year’s show proved to be a success, with leading buyers from 124 countries attending. “Spring Fair is where the industry comes together and there’s

always a great buzz about it because of the fantastic networking opportunities and constant stream of inspiration from all the new products,” explains Davison. This year’s show certainly looks set to be one of the most exciting, with the addition of brand new suppliers exhibiting. So if you’re looking to brush up on your industry knowledge, or check out some of the latest gifts and products, Spring Fair is the place to do just that. Davison agrees: “Spring Fair is the best place to spot up and coming trends for the seasons ahead, and offers countless opportunities to get some free business advice and insight on everything from ecommerce and social media marketing, to shop window dressing.” January/February 103

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FAIR 2016 2015 SHOW GUIDE SPRING FAIR RAVENSBURGER

Hall 5, J06 Hot on the heels of a successful 2015, Ravenburger is looking forward to welcoming attendees to its stand at Spring Fair, where the company will be unveiling its brand new ranges for 2016. Highlights at this year’s show include traditional jigsaw puzzles boasting educational benefits and lots of fun. During 2016 Ravensburger will also be adding 15 brand new properties to its licensed portfolio, which includes Teletubbies, The Good Dinosaur, Finding Dory, The Lion Guard, Dora and Friends, Matt Sewell’s Birds, Zootropolis, The Secret Life of Pets, Emoji, Trolls, Moana, Spongebob Squarepants, The BFG, Angry Birds and Historic Royal Palaces. Plus, there are new products within established ranges, including the likes of Paw Patrol, Bing Bunny, Twirlywoos, Disney Princess, Frozen, Shopkins, TMNT Half Shell Heroes, Avengers Assemble, Spider-Man, Thomas and Friends, and new generic titles too. Inspired and informed by years of research and consumer feedback, Ravensbuger says it understands what consumers want and need from a jigsaw puzzle. Plus, over 75 104 January/February

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per cent of the company’s range is developed in the UK. Ravensburger says it is confident that consumers will find plenty to attract, amuse and challenge them amongst the more than 70 new product titles launching this year – and everything is backed by the company’s Premium Puzzle ‘softclick’ technology. Exciting new launches for 2016 include the Big Ben 216 piece with clock, four shaped Minions

designs, a 72 piece sphere of Tsum Tsum and, for autumn/winter, a Night Edition Chrysler Building, a Disney Castle and a range of stylish storage items for girls. Known as the world’s foremost wooden train system, Brio now offers so much more to its customers. Brio World has unique features that can create endless play possibilities. Among the new launches for 2016 from Ravensburger are a Magnetic

Stacking Train, which has been designed to co-ordinate with the My First Railway concept, steerable Farm Tractor and train sets with removable play figures and animals. ‘Lumber Loading’ themed vehicles, destinations and play figures compatible with the existing railway set are included for 2016, as well as new additions to the My First Railway playset, and a range of impulse packs. 01869 363800 www.toynews-online.biz

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FAIR 2016 2015 SHOW GUIDE SPRING FAIR ENESCO

Two of the internet’s biggest feline stars are hitting the toy market this year courtesy of Enesco. Gund’s Grumpy Cat soft toys are on hand to, as the company says, ‘put a witty spin on all life’s terrible moments’. Two new sullen versions of the world’s favourite feline are being added to Gund’s popular beanbag collection this month. As with the rest of the Grumpy Cat collection, these latest beanbags are carefully made by hand in Gund’s trademark style using soft, tactile plush. Wearing a black cowboy hat and a shiny ‘No’ sheriff star, Grumpy Cowboy’s expression reveals exactly what she is thinking: “This town isn’t large enough for the two of us. Good. Leave.” Elsewhere, the firm’s Grumpy Jester is not looking very amused with her multi-coloured jester’s hat. Grumpy Cat boasts over 40 million views on YouTube, more than 8.2 million likes on Facebook, one million plus Instagram followers and over 300,000 followers on Twitter. Elsewhere, Pusheen the cat, with over 105,000 Twitter followers and 97,000 fans on Instagram, is getting 106 January/February

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a plush makeover with Gund’s Pusheenosaurus cat. Pusheenosaurus is an ancient kitty cat dinosaur, featuring spikes on her back and tail, as well as a fearsome expression. The Pusheenosaurus illustration that inspired the plush accumulated

over 141,000 likes, 13,000 shares and 3.6 thousand comments, so Enesco is confident that the new plush will be well received. 01228 404046

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FAIR 2016 2015 SHOW GUIDE SPRING FAIR AMSCAN

Amscan will be exhibiting at the Spring Fair Party Show, with an exciting showcase of its latest ranges across the party, balloon and costume categories available in its new everyday catalogues. The stand will display a variety of the company’s newly launched collections that form a part of its complete range of over 10,000 products in the UK; most of which can be seen at the Milton Keynes based showroom facility. Licensed product will be on display during the show, featuring a selection from Amscan’s extensive portfolio of over 70 licensed properties from leading licensors such as Disney, Nickelodeon, Hasbro and Mattel. Retailers can expect to see new children’s party ranges featuring popular themes such as pirates, dinosaurs, princesses and ninjas. Each coordinating range includes everything to create a vibrant party setting, from tableware, to decorations and accessories. In light of the growing trend for baby 108 January/February

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showers and gender reveal parties, Amscan has launched some brand new ranges including fun baby shower games. Amscan asks adults at the show to look out for the company’s new pink and gold themed milestone birthday ensembles, which will feature alongside new birthday accessories that are available in four different colour schemes. Also not to be missed is Amscan’s brand new range of over 50 hen party items. The range has been developed with the latest trends in mind, and features a great variety of wearable items and games, as well as party accessories. Amscan will also be launching a brand new range of everyday party essentials, which provides a full coordinating appearance and includes banners, confetti, latex balloons, candles and badges. As part of Amscan’s balloon offering there is plenty to get excited about, including new holographic milestone foil balloons in standard and 3D multi balloon

formats. Brand new innovations to the market include SuperShape Write on balloons and Inflate-AFun balloons that can be coloured in with crayons provided. Not forgetting a huge variety of licensed and unlicensed designs across the 22 different types of balloons in the full collection. With the growing popularity of Halloween in the UK, Amscan asks attendees to look out for the firm’s spooktacualar display of themed partyware, balloons and costumes. From cute family friendly designs, through to truly gruesome themes, there will be something to suit all tastes. There will also be the opportunity to learn how to create displays with balloon demonstrations to be held by Amscan’s balloon expert, Chris Horne. Two seminars will be held per day on the stage in Hall 3. 01908 288500

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Hall 5 Stand K70

Pretend to bee showing their first ever licensed ranges including best selling Thunderbirds are go costume Scott Tracy and launching two new characters Virgil and Alan Tracy. Also preschool favourite Cloudbabies and their epic new Natural History museum dinosaur onesies. Alongside the UKs favourite range of hand made childrens dressing up costumes, educational toys & accessories from their classic collection. Suitable for boutiques, gift shops and independents. No MOQs. VISIT www.pretendtobee.com Pretend to bee half_v2.indd 1

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FAIR 2016 2015 SHOW GUIDE SPRING FAIR RUBIE’S Rubie’s will be taking up position at Spring Fair 2016 at The Party Show in Hall 3, Stand D10-F11. As attendees can expect from a firm that specialises in licensed dress-up, the Rubie’s stand will be adorned with all manner of characters from the world of TV and film, spanning all the major licensing powerhouses in the industry. One of the most anticipated licences for 2016 is Star Wars: The Force Awakens, and the company will be displaying an extensive new range of costumes for children and adults at the show, including characters Rey, Finn, villain Kylo Ren and new-look Stormtroopers from the film, as well as plenty of other much-loved characters from the

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Star Wars saga. Other major licences for Rubie’s coming up in 2016 include Batman v Superman: Dawn Of Justice and Captain America: Civil War, which are due for release in March and April and for which Rubie’s will be unveiling exciting new ranges. New licensed costumes for the likes of Disney’s Descendants, Miles From Tomorrow, The Good Dinosaur and Finding Dory will also be on show for the first time this year. Plus, a new The Hunger Games licensed range for teens and adults, a highly-anticipated new DC Comics Super Hero dress-up range for girls, as well as outfits inspired by new Power Rangers: Dino Charge, Transformers, Paw Patrol and more will be on show. Rubie’s’ ever-popular Disney Princesses will take pride of place on the stand alongside its phenomenally successful Frozen licensed dress-up costumes, and there will be plenty of dress-up ranges on offer to cater for the enduring popularity of Book Week, fancy dress parties and Halloween on show too. 08453 070707

HTI HTI is taking up a new stand position at Spring Fair in Hall 5 – J60/K61. Combining everyday toy lines with some of the biggest brands in the market, HTI offers an extensive selection of pocket money toy ranges with Disney’s Frozen, Peppa Pig, Thomas the Tank Engine, Avengers and Star Wars, as well as Finding Dory. As a leading supplier of pocket money toys throughout Europe, HTI will be exhibiting its extensive portfolio of domestically stocked everyday toy ranges from Teamsterz Vehicles, Jokes & Gags, Razzle Dazzle and My Princess girls’ gifts to Bubblz, FunSport outdoor toys, Pirates, Knights, Groovy Tunes music and more inbetween. All ranges have been refreshed for 2016 with over 100 new lines. All pocket money toy ranges feature fully branded and merchandised packaging, and CDUs ensuring great stand out in store and on-shelf. Teamsterz, HTI’s extensive diecast metal vehicle collectable range, combines sharp price points and quality to offer high levels of detail, play value and new lines across replica vehicles from emergency, military and construction themes, to city, racing cars and transporters for kids. 110 January/February

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The Teamsterz Farm range comprises replica farm vehicles and play sets, plus it includes licensed Land Rover vehicles to fuel imaginations with endless hours of die-cast vehicle play. Michael Butterworth, UK divisional director at HTI, said: “The HTI team is really looking forward to another successful Spring Fair show, forging new business relationships and catching up with existing customers. “The breadth of range for 2016, with some of the hottest brand licences and key toy lines covering all major price points will ensure HTI is the one stop shop at Spring Fair.” The company will also be offering toys across key categories of wheeled, role-play and dolls’ prams/pushchairs with the biggest children’s licences, which includes Teletubbies, Star Wars, Blaze, Thomas the Tank Engine, Disney Princess, My Little Pony, Minions, Toy Story, Peppa Pig, Bing, JCB, Chicco, Care Bears, Twirlywoos, Silver Cross, Mamas & Papas and many more. 01253 778888

5, l l Ha nd Sta K61 / J60

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Ravensden Plc Ravensden Farm, Bedford Road, Rushden, Northamptonshire NN10 0SQ England. Telephone +44 (0) 1933 356221 Fax + 44 (0) 1933 410108 Email office@ravensden.co.uk www.ravensdenonline.com www.ravensden.co.uk

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FAIR 2016 2015 SHOW GUIDE SPRING FAIR PAUL LAMOND GAMES

RAVENSDEN Ravensden’s selection of toys ranges from alpacas to zebras, soft toys to ceramics, and the company says it has a comprehensive range of animal themed merchandise available across Europe. Ravensden is experienced in product sourcing, importing and exporting, specialising in the zoo, aquarium, leisure and promotional markets. A family owned and operated company founded in 1975, Ravensden aims to supply quality products and introduce new lines enhancing the retail offering of its attractions. Products from Ravensden can be created based on customisation of existing designs, or a complete development of a product or character to suit requirements. Many of Ravensden’s standard products can be branded, with options including embroidery on soft toys, dressing of

soft toys with personalised t-shirts, bespoke swing tags promoting a brand and message or pad printing onto a number of stock items. With over 200 new lines introduced for 2016, including many new styles in the Ravensden and Suma Collection ranges of soft toys, as well as a new range of 3D notebooks, posters and magnets. Boasting a new location and stand in Hall 5, Ravensden is looking forward to a successful Spring Fair. The company says if attendees are looking for a range of merchandise that is a little different, to come and visit the Stand F04-G03 in Hall 5, and meet Cedric, the firm’s giant Sloth and friends. 01933 356 221

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Paul Lamond Games will be showcasing over 50 new games and puzzles at Spring Fair this year, including products from some exciting new licences. New to Paul Lamond’s family games portfolio will be a host of fun and entertaining games, including a special 25th anniversary edition of the Who’s in The Bag and The Flippin Word game. These new additions will join Paul Lamond’s selection of family games that include best sellers, Perudo and QI, as well as the Mrs Brown’s Boys Ultimate Party Game and Gogglebox board game. Joining Paul Lamond’s successful range of murder mystery games for 2016 will be a new dinner party game for 10 to 12 people. Named The Diamond, The Dagger and One Classy Dame, the game is a sequel to the bestseller, The Brie, The Bullet and The Black Cat. There will also be a host of new puzzles launched for both the pre-school and children’s markets. For young fans the new 100 and 250 Secret Agent Danger Mouse puzzles, as well as new Where’s Wally and Jacqueline Wilson puzzles. For the pre-school sector, Giant Floor Puzzles and four-in-one puzzle sets for

newly signed licences, Noddy, The Very Hungry Caterpillar and Boj are also available. For the football fans, in addition to the recently launched licensed Liverpool and Arsenal Subbuteo game sets and Chelsea and Arsenal 2015/2016 season 3D Collector Puzzle Balls, there will be new 3D stadium puzzles of Tottenham Hotspur and West Ham’s grounds, as well as the famous Wembley Stadium in London. Paul Lamond’s complete 2016 range of pre-school, children’s and family games and puzzles, licensed football products, as well as craft selection will be on show in Hall 5 Stand E04 – F03. 02072 540 100

Hall 5 d Stan 3 F0 E04 –

SAMBRO Sambro’s Spring Fair stand is a one-stop shop for buyers looking to create full licensed ranges for 2016. With some of the hottest properties of 2016, the company says it has one of the widest selection of licensed categories available at multiple price points, and the NEC in Birmingham is the perfect platform to launch key lines. Paw Patrol was a fantastic success in 2015 and Sambro will be introducing a new plush bag collection featuring the popular characters. In addition, a range of EVA bags, backpacks and wheeled bags are also available. The Paw Patrol Wheeled Toys range features innovative scooters and bikes that are perfect for kids. Dory returns in 2016 with the release of the Disney Pixar animation Finding Dory. Sambro will launch a collection of arts and crafts products based on Dory with products that have shelf appeal. 112 January/February

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The Finding Dory Shaped Scribbler comes in an array of sizes and is chunky for little hands to hold. Sambro enjoyed an award-winning year in 2015, with the firm’s PlayDoh Creative Workshop securing an award, which includes arts and crafts and bags, and contains everything a Play-Doh fan needs. Little Tikes is one of the most famous pre-school brands around, and this year Sambro will introduce an arts and crafts range based around the iconic Little Tikes Car and Turtle. Sambro is also asking customers to watch out for Tsum Tsum. This collection features arts and crafts, such as 3D character eraser packs, as well as fun games. The Disney Princess licensed range is one of Sambro’s most extensive and spans several categories

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including arts and crafts, stationery, wooden puzzles and bags. This year, the collection is extended to include Alice in Wonderland.

In addition to the licensed collection, Sambro will also launch its new distribution ranges, which feature all of its TV advertised lines for 2016. 08458 739 380 www.toynews-online.biz

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Flappy has two play modes: Play peek-a-boo when you press his left foot, or hear the song ‘Do Your Ears Hang Low’ when you press his right foot!

we’ve got giftware all wrapped up 29th Jan–2nd Feb 2016: Christmasworld, Frankfurt, Germany. Enesco France: Hall 9.1 Stand C78 Enesco Ltd.: Hall 9.1 Stand C71

7th–11th February 2016: International Spring Fair NEC, Birmingham, Hall 4 Stand 4H80-J81 12th–16th Feb 2016: Ambiente, Frankfurt, Germany. Hall 9.1 Stand C71 © GUND 2016

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➞ Summer-house

Enesco Limited, Head Office & Customer Services, Brunthill Road, Kingstown, Carlisle, Cumbria, CA3 0EN Tel: 01228 404022 Fax: 01228 404041 email: uksales@enesco.co.uk Overseas Customer Services: Tel: +44 1228 404066 Fax: +44 1228 404080 email: eurosales@enesco.co.uk

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FAIR 2016 2015 SHOW GUIDE SPRING FAIR GIBSONS

ORCHARD TOYS Educational games and jigsaw manufacturer Orchard Toys is pleased to announce the launch of a new range of colouring, sticker and activity books, which will be showcased at Spring Fair 2016. Designed with education in mind, the books feature bold, engaging illustrations of familiar Orchard Toys characters, uncluttered pages for children to work through step-by-step, and clear learning goals and activities. Every book also includes a sheet of colourful stickers to use in activities throughout the book. The books have been tested in schools with children and teachers, to ensure that both learning values and fun factor are at the forefront. The colouring book range has numerous educational benefits, which help to improve manual dexterity, encourage creativity and link with Early Learning goals for kids. Great for on the go or in a home environment, Orchard Toys’ colouring book range is a

practical, travel-friendly addition to the firm’s range of learning games and jigsaws. Orders of the complete range (MOQ six books x six titles) also includes a free CDU for countertop or shelf display. To find out more about the colouring book range, email sales@orchardtoys. 01953 859530.

Designed to bring the magic of the Irish Fairy Doors to life even more in 2016, The Irish Fairy Door Company will be showcasing an exciting new collection of items on their eye-catching stand at Spring Fair. Aimed at children whose fairies have green fingers or who simply need a space to relax after a busy day of magic, the new Garden Accessory Set comprises a wooden garden bench, potted plant, rake and watering can. For more playful fairies, there’s the new Playtime Accessory Set, which contains a fairy-sized see-saw, swing, ladder and bicycle. Both accessory sets are designed to complement the original Irish Fairy Doors and have an RRP of £12.99. The Irish Fairy Door Company – whose award-winning products are sold through distributor Ackerman International in the UK – will also be displaying the red, blue, pink and purple arched wooden doors. In addition, other official accessories including a revamped fairy washing line with female fairy clothes, tiny bottles of fairy dust and an extended collection of colourful vinyl decals – including a

colourful new wall-art featuring a rainbow and hot air balloon, will also be on show throughout the event. Introduced to the UK only last year, The Irish Fairy Door Company lets people create memorable family moments, by inviting a fairy into their home with a real wooden Irish Fairy Door. The doors can be installed just about anywhere, such as bedrooms, classrooms and gardens. Once in place, the creative team at Fairy HQ ensures direct access to Fairy Valley, so the magic continues long after the fairy has moved in – with on-going magical messages, play ideas and stories delivered to children and parents who register their fairy’s name on the website, via email and an app. The Irish Fairy Doors (RRP £20) open up a brand new world of imagination and creativity for parents and children alike, so says the company, allowing them to explore the magic together, and provide a beautiful and unique way for adults and children to interact and play through the power of belief. For any trade enquiries, customers are asked to please contact enquiries@ackermanintl.co.uk. 01279 408 208.

Stand 5K41

For Gibsons, Spring Fair is the most exciting trade show as it’s not only the perfect time to showcase the company’s latest releases, but a chance to catch up with new and old customers who attend. This year at the show, the Gibsons stand has had a complete redesign to help promote its brand

new gift range, known as The Iconic Brands Collection. With a giant Volkswagen display and separated sections to promote its hero products, the firm believes the stand is sure to catch the eye of attendees, and the Gibsons team encourage all to drop by and say hello. 020 8661 8866

Hall 5 Stand D10

THE IRISH FAIRY DOOR COMPANY

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FAIR 2016 2015 SHOW GUIDE SPRING FAIR RAINBOW DESIGNS 2016 will see the arrival of three new collections in the baby and nursery category, including the launch of a new Miffy for Baby collection, which is available in both pink and blue tones, 25cm plush toys, ring rattles, comfort blankets and an activity cube. Also launching in spring is a new Paddington for Baby range. Paddington Bear will now feature

Hall 5 Stand F06 – G 07

POSH PAWS

Posh Paws believes that Minions have had a phenomenal year at retail in 2015, and it doesn’t expect to see the yellow creatures going anywhere any time soon. Posh Paws has been working on a brand new range of backpacks that includes lenticular designs and sounds. The all new collection comes in a variety of sizes and styles, and features some characters from the Minions movie, as well as characters from the Despicable Me franchise. In 2016, the Star Wars saga will continue, and the firm’s Star Wars plush range includes classic characters from the film including, Darth Vader, Yoda and Chewbacca. In addition, the firm’s Force Awakens collection includes; BB-8, Captain Phasma, Kylo-Ren and the all new Storm Troopers. Posh Paws is introducing two new plush brands for the pre-school market, including The Lion Guard and Miles from Tomorrow. The Lion Guard is brand new to Disney Junior in 2016, and Posh Paws will have a 116 January/February

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full range of plush characters from the new TV show. The galactic pre-school show Miles from Tomorrow has proven to be a success. Ahead of the second series launch in spring 2016, Posh Paws will be bringing to market a range of different sized plush from 18cm to 50cm, with characters such as Miles, Loretta and Gadfly. The collectable craze will continue throughout the year with Posh Paws releasing new characters each month. Available in mini, medium and large, the 2016 Tsum Tsum range will include new collections that will coincide with movie releases, such as Zootropolis and Finding Dory, as well as releasing classic characters such as Rapunzel, Simba and Aladdin. Story Telling Princess is a new addition to Posh Paws’ existing Disney Princess collection. The new range has dresses that feature iconic scenes from the film, with a more ragdoll look and feel. 01268 567290

on a variety of nursery products, including a My First Paddington plush, comfort blanket, activity cube and ring rattle. Rainbow will also be previewing its brand new The Snowman and The Snowdog My First Christmas Collection, which will be available for Christmas 2016. It includes a plush collection, My First Snowman and Snowdog comfort blankets, ring rattles and jingle bell booties. Rainbow will also be launching activity playmats to its nursery category which will be available in collections including Peppa Pig for Baby, Peter Rabbit, Guess How Much I Love You and The Very Hungry Caterpillar. The firm will also be launching a new Paddington movie feature plush and Roald Dahl collection. 01329 227300

PRETEND TO BEE Pretend to Bee will showcase its licensed costume collection at Spring Fair. In addition to its highquality dress up lines, the company has plans to increase its licensed costume ranges throughout 2016. Thunderbirds continues to be one of the hottest licences around. Pretend to Bee has created a Thunderbirds Are Go range to delight young fans. Dress up like Scott Tracy, with an authentic costume featuring embroidered chest plate, satin printed detachable padded sash and more. It also incorporates a brilliant sound chip to recreate sounds from these iconic characters. 2016 will also see the launch of a Virgil Tracy costume. The new costume range is suitable for those aged between three to four and nine to ten. The wonderfully whimsical Cloudbabies, which feature on CBeebies are popular with pre-schoolers. Now they can dress up like their favourite characters, choosing from Baba Pink with cute booties, Baba Blue with his hammer, Baba Yellow with booties or Baba Green, which is accompanied by a watering can. The plush onesies are made from quality material with sturdy zips and fasteners to ensure the costumes are durable enough for lots of wear. The Natural History Museum is synonymous with all things dinosaur, and the Natural History Museum range of Dinosaur Onesies

from Pretend to Bee are a must for little dinosaur fans. The range includes a Triceratops, T-Rex and Stegosaurus, and each is guaranteed to inspire costume envy. In addition, each plush costume is made from high-quality fabric with great detail. Buyers will also be able to see the full range of dress up costumes from Pretend to Bee, which have become the UK’s favourite hand-made children’s design up costumes. The ranges are complemented by educational toys and accessories from its classic collection and are suitable for boutiques, gift shops and independent stores. 0115 984 7838

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FAIR 2016 2015 SHOW GUIDE SPRING FAIR WOW TOYS WOW Toys design award-winning toys that are aimed at one to fiveyear-olds. The company says that the toys themselves are very safe, brightly coloured, have realistic sounds and are made with chunky and easy to hold shapes that children love. Without the need for batteries, WOW’s offering boasts exciting features and functions, which only require a young child’s imagination to be played with. This year, WOW Toys will be showcasing new products at Spring Fair with substantial increases in its existing ranges. There are new additions in both the WOW Toy and Bath categories. Toys have been added to popular ranges including emergency, farm, fantasy, and racing and there are new Easter toys and upgraded and newly packaged playmats. Visitors to the WOW stand will be given toy demonstrations and will be invited to see the new in-store promotions, which also includes branded and highly visible point of sale materials. 020 7471 0980

Hall 5 Stand SF42

FLYING GADGETS 2016 is set to be another soaraway success for the drone market, and Flying Gadgets has secured UK distribution on some of the best flying toys on offer today. In addition to some unique fourrotor flying machines in the firm’s range, Flying Gadgets is also looking after the DJI stable of consumer and pro-sumer camera-equipped flying machines from the leading vendor. This includes three new devices – the Standard, Advanced and Professional machines. The DJI Phantom 3 Standard has been pitched straight into the affordable territory (versus the £900 Advanced and £1,150 Professional), but the £649 Standard looks very similar to both. It boasts a 25-minute flight time and comes with the same battery as the other two new models. It retains the GPS-based return-to-home feature that brings it automatically back to its landing spot if users lose a control signal, or simply can’t be bothered to fly it back manually.

Hall 5, Stand 5H56

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Photography-wise, it has a 12MP sensor and video resolution capabilities. Take off and the Standard automatically hovers in place, waiting for a user’s command.

It then effortlessly changes altitude or direction at the flick of a finger. When users want it to stop, the Standard again hovers, awaiting its next instruction.

The Standard is agile, responsive and takes snaps in stills and video, and is ‘one of the best flying cameras around,’ says Flying Gadgets. 0844 209 2626 www.toynews-online.biz

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Nuremberg 2016 Show Preview

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IT’S A SCOOTER IT’S A SUITCASE IT’S A PULL ALONG TROLLEY

New designs to be previewed:

Hall 7 Stand C25

Ideal for Days Out, Holidays and Adventures

Integrated deck

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CE Rock ‘n’ Lightweight Secure Approved Roller folding steering mechanism

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SHOW GUIDE: SPIELWARENMESSE 2016

Nuremberg Toy Fair With over 2,800 exhibitors and more than 70,000 visitors heading to Nuremberg, as well as a new app and Match Making service, Spielwarenmesse 2016 aims to be the ‘best show to date.’ Robert Hutchins shines a spotlight on just some of those exhibiting at the toy fair later this month

IT’S A well-documented fact that Nuremberg and toys go together like a bratwurst and a bier or, if you fancy, schweinefleische and apple sauce. In fact, it’s now a tradition some 60 years old that each January and February the world’s toy industry descends upon the Bavarian city to celebrate the Spielwarenmesse toy fair. And now, that time has arrived once again, for five full days of serious networking, product showcasing, deal signing and indulging in more kartoffelnsalat than any human can manage. Roughly the size of a small principality, and spanning 12 halls, the Nuremberg Toy Fair is making its presence felt this year. And with a few hidden gems lying in wait, and its usual turnout of over 2,800 exhibitors, Christian Ulrich, director of marketing at Spielwarenmesse eG believes this year’s gathering will be better than ever before. “We saw record numbers last year. But it’s not our target to have the biggest show – we want to have the best show,” Ulrich explains. Recent years have seen the team behind the global toy fair launch the Trends Gallery, a new sector for the show that pulls in punters from 60 countries to highlight product categories tipped to be leading the industry for the year ahead. This year will see the gallery return, with three new hot topics for discussion among the show’s international clientele. “There’s one trend we call Train Your Brain,” continues Ulrich. “These toys help kids in an intellectual capacity. www.toynews-online.biz

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“The second is Everyday Heroes, teaching kids about leaving a positive footprint on society, and the third is Design to Play: toys that look good and offer great value.” Nuremberg began as the hub of toy activity over 60 years ago when it opened its first show to 350 exhibitors and around 4,300 visitors. Last year, visitor numbers topped 70,000, a total not simply reflective of Germany’s ever-growing toy industry, but the world’s. “We estimate the show will grow again this year. Our presales certainly act as a rough indicator of this,” Ulrich says. “It also shows the global toy industry is in good health. We have some very strong markets and some that are recovering very well. “Some markets that have suffered recently, such as Spain, are growing by up to

10 or 20 per cent a year. So it all looks very good.” Today, Spielwarenmesse is seen as a meeting point for the industry, where a wander around its vast exhibition space featuring over one million products will ‘highlight in six days the trends and tendencies in the global market.’

“This helps visitors find the exhibitors of interest to them. We can pair them together via the online platform and allow them to make appointments ahead of the show,” explains Ulrich. “The app features maps and guides to bars and restaurants; all you need to know to organise your visit.”

We estimate the show will grow again this year. Christian Ulrich, Spielwarenmesse

The sheer scale of the show is something the organisers are only too aware of, and have employed means to help navigate, including the Spielwarenmesse app and new to this year, its Match Making service.

And that’s not all the show has to offer. As well as its usual UK Pavilion, an area dedicated to UK firms that will be growing in size again, Spielwarenmesse will showcase the latest in up and coming innovation in the New Exhibitors Centre,

as well as run its usual roster of Toy Business talks over the week. “We always look to bring something new to top prior shows,” continues Ulrich. “But with 90 per cent of exhibitors returning from last year, it’s a challenge to have the right products. This year you will find over 300 new companies, 60 of which will be in Hall 3A’s New Exhibitor Centre.” When he isn’t running laps of the exhibition centre, Ulrich can be found in any one of his many favourite bars – places which he calls ‘networking zones.’ “Nuremberg is great for relaxing and catching up with acquaintances,” he says. “Make sure you have time to stroll through the fair and discover something new, enjoy the atmosphere and grab a drink or two.” January/February 121

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COMPANY..................................... HALL/STAND

Albion Alloys................................................... 7/D-73 Amazing Toys...........................................12/G-01-8 Amscan Europe.............................................. 9/A-54 Asmodee....................................... 10.1/C-10 – D-17 Bandai............................................................. 12/E-01 BigJigs Toys.................................................... 3/A-37 Birmingham Chamber of Commerce & Industry... ..... 12/C-08, B-04,C-01, B-03-4, A-09, A-04, B-03 Bladez Toys..................................................... 6/C-36 Brainstorm................................................. 12/B-03-2 Cartamundi......................................... 10/B-06, C-11 Casdon............................................................12/C-04 Character Options...............................5/B-54, C-51 Character World............................................. 4/D-92 Charlie Bears................................................... 1/B-22 Cheatwell Games.........................................10/A-03 Commotion Distribution.........................12/A-04-6 Dino Bikes.........................................................7/F-10 DJI................................................................. 7A/E-118 Dracco Deutschland................................ 10.1/C-14 Dragon Toys.................................................. 3A/F-06 EDU-Qi......................................................... 12/B-04-3

Educational Advantage.......................... 12/B-04-2 EDUK8......................................................... 12/C-01-2 Egmont Toys....................................................1/F-26 Engino................................................................4/E-30 EPOCH................................................................1/E-28 Extreme Toys............................................ 7a/D-103 Famosa............................................................. 5/B-74 Fat Brain Toys................................................. 3/C-22 Fiesta Crafts................................................... 1/B-09 Fox Puzzles...................................................12/C-08 Funrise.........................................................12.2/P-21 Funtime Toys.................................................. 6/C-28 Galt.......................................................... 4/E-51, F-50 Games Workshop............................................7/E-48 Gigamic....................................................... 10.1/C-06 Giochi Preziosi..................................... 12/D-12,E-07 Garlic Games Media..................................... 3a/B-08 Golden Bear..................................................... 5/C-15 Goliath Toys....................................................12/I-11 Green Board Education.........................12/B-03-1b Green Board Game Co............................. 12/B-03-1 Green Toys...................................................... 3/D-01

Guandong Five Star Toys....................... 11/B-04-4 Haba........................................................2/D-03, E-04 Halilit............................................................... 12/E-06 Hama................................................................. 4/A-89 Hape International............................ 3a/E-15, G-20 Hasbro Deutschland........................ 12/F-10, H-05 Hauck................................................... 2/B-05 – C-04 Hermann Teddy.............................................. 1/B-14 Heros Simba Toys................................6/B-02, C-01 Hexbug.............................................................12/I-02 Hobby Models................................................. 7/B-94 Hongwell Toys.................................................7/E-64 Horrible Games.............................................10/G-25 Hornby...........................................4a/F-250 – E-250 HTI................................................................12.2/P-09 Hy-Pro............................................................... 7/C-25 Ikonic Toys.................................................. 3A/G-04a IMC Toys Deutschland.............................12.2/P-26 Indigo Jamm.................................................... 3/C-32 Ingo Devices..................................................12/H-13 Inspiration Works............................... 12/G-18,F-20 Jakks Pacific.................................................. 12/F-23

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COMPANY..................................... HALL/STAND

Jazwares GmbH.............................................. 6/C-39 Jellycat............................................................. 2/B-07 Jeujura............................................................3A/E-04 John Adams........................................ 5/B-54 – C-51 Jumbo.............................................................10/D-15 KD UK................................................. 12/G-18 – F-20 K’NEX Brands................................................ 12/F-04 Keel Toys......................................................... 1/C-09 Kiddimoto........................................................ 7/C-20 KidKraft............................................................ 3/A-46 Kit for Kids................................................. 12/C-01-3 Konami Digital Entertainment..................10/D-14 Lanka Kade.......................................................3/F-05 Laser Pegs....................................................... 5/A-34 Le Toy Van....................................................... 3/D-34 LeapFrog.....................................................12.2/P-19 Learning Resources.............................5/B-06, C-05 LEGO.............................................................12.2/P-01 Little Bird Told Me...........................................2/E-02 Manhattan Toy Europe..................................3/E-06 Maps Toys.................................................12/A-04-2 Mask-arade...................................................... 9/B-34

Marvin’s Magic.......................................... 12/B-04-4 Mattel..........................................................12.2/P-15 MGA Entertainment.................................12.2/P-08 Mookie Toys......................................... 7/C-09, D-08 Morph Costume Co........................................ 9/C-02 Motivation in Learning Ltd..................... 12/B-03-6 NECA................................................................. 5/C-59 Neviti..................................................................9/F-25 Orange Tree Toys.......................................... 3/A-04 Orchard Toys............................................. 10.0/H-13 Orion Costumes.............................................. 9/A-78 Oxford Diecast................................................ 7/C-52 Parragon Books............................................10/G-18 Parrot.................................................................8/E-23 Peppa Group.................................................3a/A-20 PETA............................................................ 12/B-03-5 Pioneer Europe Limited................................ 9/D-76 Phoenix Sporting Goods Ltd..................12/A-04-3 Playmobil....................................................12.2/P-07 Plum Products................................................ 8/C-09 Premium World.............................................10/H-04 Professor Puzzle............................................10/I-07

Propel ......................................................RC7a/B-172 The Puppet Company....................................1/F-09 Pyramid Posters Ltd....................................12/A-09 Rainbow Designs.............................................1/E-22 Ravensden Plc................................................ 1/D-04 RenArt........................................................ 12/C-01-4 Revell..................................................................... 12.2 Sakar........................................................... 12/B-08-6 Sambro...........................................................12/G-12 Shades Music............................................ 12/B-04-6 Solve-It Blocks Ltd.......................................12/C-06 Sport and Playbase................................. 12/B-03-8 Taskmaster............................................... 12/B-03-6 TTSGroups.................................................12/A-04-1 Underground Toys......................................... 5/A-72 West Designs.................................................. 4/C-05 Wicked Vision............................................12/A-04-4 Wow Toys.................................................. 12/C-01-1 Yellow Door............................................... 12/B-03-6 Youngstart Ltd......................................... 12/B-03-3

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Hasbro

HALL 12, STAND F-10

With new launches from the popular children’s brands Nerf and Play-Doh, as well as family favourite Monopoly featured among its stable of hit lines, 2016 is shaping up to be another exciting year for Hasbro

Global entertainment company Hasbro is looking to take the European toy scene by storm when it lands in Nuremberg later this month, with its portfolio of heavyweight brands. Classic titles including Monopoly, Play-Doh, Nerf and a whole lot more will be on display, helping to deliver on the atmosphere that Spielwarenmesse has become so famed for. EMPIRE STRIKES BACK Leading the charge for Hasbro’s board game offering this year, Monopoly returns bigger and bolder with the new title Monopoly Empire. Aimed at kids aged eight and upwards, the Monopoly Empire game sees players take ownership of the world’s leading brands, including the likes of Nerf, Transformers, Levi’s and a whole lot more. After choosing one of the uniquely branded tokens, players move around the board and start building their empires and accruing wealth. It’s a race to the top as players battle it out to become the

MONOPOLY: THE FIVE SECOND FACTS Monopoly is played all over the world, in all manner of places. In fact, the longest game of Monopoly to ever take place in a treehouse lasted 286 hours. The game celebrated its 60th anniversary in 2015. Over the years, more than 5.12bn little green houses have been manufactured. The character locked behind the bars in a classic Monopoly game is called

leading monopolist, buying their favourite brands one by one and filling their towers with billboards. Adding to the sense of realism and an edge of competitiveness, opponents collect rent from their rivals. The higher their tower, the more rent they can charge. Of course, the first player to fill their tower with billboards, wins. A game aimed at two to four players, the title may just be the ideal solution to overcoming those long winter evenings this season. HAVING A BLAST A favourite among boys

and girls each year, Nerf continues to grow its vast and impressive collection of blasters with the arrival of the new Nerf Modulus Recon MKII. Those attending this year’s Spielwarenemesse will be able to see the full thing in action as the blaster allows youngsters and big kids alike to construct their own blaster

for each mission or battle. Users can customise the blaster with the stock and barrel extension to create four different versions of the dart blasting beast. Whether it’s for a stealth operation, close quarters battle, or long-range targeting, the Recon MKII blaster can be configured

Jake the Jailbird. He was sent there by Officer Edgar Mallory; well someone needs to take charge of the situation. Each player has a 64 per cent chance of landing on one of the Railways each time they make a circuit of a classic Monopoly board. More Monopoly money is printed every year than real money, a fact worth a royal mint at parties.

for the next Nerf mission and heightened role play. Kids can load the blaster with the six-dart clip and head into extreme action. With the ability to fire darts up to 90 feet the Recon MKII blaster really means business, particularly as it allows for expansive customising options with Nerf Modulus Upgrade Kits (each sold separately), leaving kids open to explore over 1,000 different combinations. Also on show at this year’s Nuremberg Toy Fair will be the new Nerf Rebelle Wingspeed bow, tipped to be a favourite for Nerf battle-ready girls.

NERF: A RAPID-FIRE REEL OFF The total number of Nerf darts sold over the past five years is enough to circle the globe four times over. Try counting them. A brand sold across 75 countries around the world, Nerf enjoys some very high profile followers, including Hollywood heartthrob George Clooney, alongside Anna Kendrick, various members

of One Direction and President Barack Obama. Its popularity began back in 1969 when the Parker Brothers introduced the first ever Nerf foam ball, billed as ‘the ball that won’t hurt babies or old people.’ That’s a tag line. 2014 saw Nerf celebrate its 45th anniversary, that means 45 years of dart and Super-Soaker battles.

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MOULDING THE FUTURE Continuing to lead the UK’s arts and craft sector, PlayDoh is a perennial favourite among youngsters, and this year the brand goes from strength to strength with the new Play-Doh Town Firehouse and PlayDoh Cake Party. Aimed at kids aged three years old and upwards, the Play-Doh Town Firehouse allows users to recreate a colourful world filled with canny adventures and unexpected imagination, as well as a dose of fun.

Play-Doh Town puts kids in charge of the rules, with customisable figures, vehicles and play-sets, all powered by hands-on Play-Doh fun. With a new

But there’s a fire in Play-Doh Town. Luckily the Firehouse is right around the corner and, on display at this year’s Nuremberg, it boasts all the right tools.

Visitors will get to see the Nerf Modulus Recon MKII in full, dartblasting glory at this year’s show. story to create each time, stories are left to be told by each child’s vivid and exciting imagination.

With the new Play-Doh Town Firehouse, kids can build an emergency rescue scene by making a burning house with the fire stamper, roof and building themed Play-Doh cans. Youngsters can help the firefighter rush to the scene by pressing out a silly escape pole as they squeeze pretend water out of the fire hydrant and removeable water cannon for Play-Doh soakage. They can then use the half moulds to decorate the Firehouse and create accessories like an axe, a fire extinguisher and animal friends.

PLAY-DOH: FIVE SECOND FACTS Play-Doh is an arts and crafts brand recognised across the globe. More than two billion cans of Play-Doh compound have been squished and squashed since 1956. In fact, if you were to make a gigantic ball of all the play-Doh compound ever created, it would weigh more than 700 million pounds.

Over one billion cans of Play-Doh have been shipped in the last five years alone. Play-Doh has been named one of the 100 most remarkable toys of the 20th century by the Toy Industry Association. It’s even been placed in the Strong National Museum of Play’s National Toy Hall of Fame.

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Mattel

HALL 12.2 STAND P-15

Mattel kicks off the New Year in its usual fashion, with an extensive portfolio of new and innovative lines, all of which will be on show at this year’s Nuremberg Toy Fair. With Barbie, Fisher-Price, Thomas & Friends and Teenage Mutant Ninja Turtles Mega Bloks all waiting in the wings, it’s all going on this year

It’s in high spirits that Mattel kicks off 2016, as its powerful brand portfolio continues to go from strength to strength, paving a very exciting year ahead for the globally revered toy manufacturer. Fisher-Price continues to lead the way in early childhood development this year, with a roster of new product launches, new licences and revamped

marketing campaigns in Mattel’s infant and preschool offering. Expansions of the brand’s babygear and toddler ranges for 2016 include the new Fold ‘n Go Bouncer and refreshed Rainforest Jumperoo, each launched under the latest iteration of Fisher-Price’s brand and marketing campaign, geared at connecting with the parents of today.

Real life mothers and fathers are being brought into the heart of the Fisher-Price brand this year, as launches in the Laugh & Learn summer ranges include new toys featuring innovative Smart Stages technology, adding a new proposition to the brand. It’s hard to believe that 2015 saw Thomas & Friends celebrate its 70th anniversary, and while that

milestone has no doubt aged a number of us, the children’s favourite remains as fresh as ever. This year will see the brand build on the anniversary celebrations with new spring launches in the popular toy lines, including the Fisher-Price My First Rolling Melodies Thomas, the Take-n-Play Jungle Quest Set and the TrackMaster Close Calls

Cliff play-set as well as new engines based on characters from dynamic new content. Just in case you haven’t heard, Bob the Builder is returning in 2016 with a brand new season of 52 episodes, each 11 minutes long, building on the successful launch of the new look series animated series that first hit screens back in 2015.

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GLOBAL BRANDS ALWAYS IN PLAY VISIT US AT TOY FAIR! Hong Kong Toy Fair January 11 - 14

London Toy Fair

January 24 - 26 Kensington Olympia, Stand F100

Nuremberg Toy Fair January 27 - February 1 Hall 12.0, Stand B-08-6

New York Toy Fair

February 13-16 Javits Center, Booth # 1567

For Licensing Inquiries: Please contact Liza Abrams, SVP, Global Licensing (732) 248-1306 or labrams@sakar.com Sakar International Inc., 195 Carter Drive, Edison NJ 08817, P:1.800.637.1090 sakar.com Sakar Europe - 2D, Siskin Parkway East 4020 Middlemarch Business Park, CV3 4PE United Kingdom, T: +44(0).2476.518500 Sakar Australia - Suite 2, 100-102 Dover Street, Richmond, Victoria 3121, Australia, M: +61.432.593.686 Sakar Latin America - A - Avenida Kennedy 5600, Oficina 701, Vitacura, Santiago, Chile, T: +562.2307.8932

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SHOW GUIDE SPIELWARENMESSE SPIELWARENMESSE 2016 2015 Bob’s return will be followed with the launch of the new Fisher-Price toy range, bringing construction and teamwork to life for pre-schoolers through new vehicles, action figures and role play. The launch will be supported with what Mattel has described as an ‘unprecedented marketing campaign’ for 2016. Zooming onto the scene for the first quarter is the new Fisher-Price toy range based on the Nickelodeon series Blaze and the Monster Machines, including the hero item The Transforming Blaze Jet. The line will bring STEM (science, technology, engineering and maths) learning together with vehicles and collectables, to encompass speed, stunts and storytelling. This, of course, will be followed by the arrival of the Fisher-Price Go Jetters licensed range in the second half of the year to bring more excitement to the category. Bing is becoming a big name on the pre-school scene, with interest in both the hit series and toy line only primed to increase further with Mattel’s expansion of the Bing playset and figures offering, as well as the launch of role play items such as Bing’s Phone and Brenda the Blender Shape Sorter. Completing Mattel’s pre-school offering for now is the popular Imaginext range, continuing to bring ‘thrilling action’ and put it in the hands of pre-schoolers with the new

launches in the DC Super Friends range, including the Batman and Superman Battle Armour Figures and Batwing vehicle in spring. FASHIONABLE FANCIES Fashion dolls now, and 2016 sees Barbie celebrate girls’ imagination and empowerment, encouraging them to dream big and believe in their aspirations. This year, Barbie will remind girls, mums and society that ‘Barbie is the only brand that allows girls to imagine themselves as a mermaid, a movie star, a fashionista or a president.’ This year, Barbie will play with purpose and create a connection with mums by demonstrating the benefits of open-ended play. With captivating content and real-life experiences, Barbie will engage and inspire girls of all ages along their journey of self-discovery, letting them know that ‘with Barbie, they can be whatever they want.’ Barbie will also be entering into new High Street brand partnerships, as she looks to take on bolder and more disruptive entertainment themes than ever before, kicking off the year with the You Can be a Dreamer Fairytale range launching into the ever-popular world of Barbie Dreamtopia. The line will be supported with a new toy

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range including a new hair segment featuring Barbie Twist ‘N Style Princess, Barbie Unicorn and Long Hair Chelsea Dolls, as well as the renowned Rainbow Light Mermaid. Barbie, alongside her best friends Teresa and Renee, transform from hardworking gymnasts to undercover secret agents in the new adventure Barbie Spy Squad. The theme will be supported with a toy line including the Secret Agent Lead Doll, complimented with an extensive marketing and retail programme, including a TV campaign, PR activation and eye catching POP. ‘You Can Be Limitless’ introduces Barbie Made to Move dolls with 22 joints allowing the dolls to

mimic realistic action for a range of movements, while Barbie Fashionista remains committed to delivering its focus on diversity and up to date trends. It’s all about breaking that glass ceiling as the new launch Barbie Game Developer continues to highlight that young girls can be anything they want to be this year and beyond. Monster High celebrates individuality once again this year, inspiring youngsters to simply be themselves. 2016 is all about making long-lasting emotional connections, while storytelling remains at the heart of the brand that brings monsters into the high school setting. To heighten the Monster High brand awareness this year, the brand new message, ‘How do You Boo?’, will create a fun call to action to encourage girls to embrace their differences and show the world how they ‘boo’. This spring will see Monster High focus on strengthening girls’ connections with the core

characters with new DVD tentpoles, including the new titles The Great Scarrier Reef that sees Lagoona, Draculaura, Frankie, Clawdeen, Toralei and Ghoulia transform nto ‘monsterrific’ mermaids. All lead characters will be brought to life with Mattel’s Fashion Doll line, where each ghoul will have a tail curl or fins so they can stand on their own. The second half of the year sees the continuation of Mattel’s collaboration with Warner Bros with the launch of DC Super Hero Girls, celebrating girl empowerment, with a purpose of inspiring youngsters to unleash their inner super hero. Mattel will launch these in three categories: action dolls, action figures and role play. Elsewhere, Ever After High has a new consumer message in 2016, concentrating on encouraging girls to take the lead in their own stories by changing what it means to be a princess with: Ever After High, Where Princesses are Powerful. The messaging will be brought to life with the re-telling of classic tales featuring the kids of fairy tale characters. Dragon Tales will launch on Netflix in spring with webisodes, apps and social media initiatives to follow. www.toynews-online.biz

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SHOW 2015 SHOW GUIDE GUIDE SPIELWARENMESSE SPIELWARENMESSE 2016

NEW DISCOVERIES Having garnered much media attention throughout 2015, the all-new ViewMaster will finally be launched in spring 2016, as Mattel teams with Google to bring a new innovative edge to the iconic toy. This spring, kids will be able to experience virtual reality with the ViewMaster Virtual Reality Starter Pack and three Experience Packs including Destinations, National Geographic Wildlife and Space. Each will encourage children to use their imagination, with more on

the horizon for autumn and winter this year. Meanwhile, Mattel states that the hit collectables brand Hot Wheels is set to have a ‘totally epic year’ as its new ‘Make It Epic’ messaging challenges kids to go ‘bigger, faster, higher and cooler than before.’ A multi-platform Hot Wheels brand campaign will include a range of new activations to create memorable Hot Wheels moments for kids, including a collector programme, a raft of experiential activities and plenty of new content seeding.

Mattel will launch its Hot Wheels Split Speeders range, featuring a vehicle assortment and Blade Raid Trackset. Other popular lines include the Track Builder Starter Kit and Hot Wheels Star Wars range. In construction, and Mattel continues to build a strong portfolio under the Mega Bloks brand with a new Teenage Mutant Ninja Turtles licensed range, launching ahead of the release of the next film in June this year. The impressive movie range features the Turtle Van and Sewer Hideout,

WENDY HILL Brand Activation Director, Mattel UK

around the show and I feel very proud to be part of the toy industry.

Why does Nuremberg continue to be an important show for you to attend? It is Europe’s largest Toy Fair, which in itself makes it a valuable show to attend. There is always such a great atmosphere and buzz

What’s your favourite part of the show? My favourite part has to be securing good customer meetings. That’s always a nice way to kick off the New Year.

while other lines include Half Shell Heroes, featuring the Roll and Destroy Villain Assortment, Junior Small Vehicles Assortment and Turtles Chopper. Meanwhile, the Junior range sees the launch of the Mikey Pizzeria showdown, Donnie Turtle Racer, Party Van and Turtle Sewer Lair with further figure assortments and play-sets to follow in autumn and winter 2016. Wrestling federation WWE introduces new scales to the portfolio and the Defining Moments Figure Assortment launches new

special limited edition figures. The popular Create a Superstar range also continues to offer endless play with some exciting new additions. Completing Mattel’s Nuremberg line-up this year, Disney Pixar’s Cars introduces the new Drop and Jump Gray Transporter, allowing kids to recreate all the stunt magic from the hit movie. With all this on offer and a lot more, Mattel is preparing for success and looking forward to ‘another exciting year ahead.’ 01268 500 000

MY NUREMBERG

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Bratwurst or Kartoffeln? Neither, I’m afraid. What are your top three tips for surviving the show? Number one: Get dropped off right at the entrance of the hall, otherwise you’re in for a long walk. Number two: Bring layers to cope with the cold outside and the heat inside.

Number three: Be careful not to overdo the after show drinks of an evening. And with that in mind, where’s the best hangout for post-show networking? There’s a lot of places to visit while in Nuremberg, but quite often, the best place for networking is your own hotel bar.

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SHOW GUIDE SPIELWARENMESSE SPIELWARENMESSE 2016 2015 MAPS TOYS

HALL 12.0, STAND A-04-2 Nuremberg will be the site of some brand new product launches courtesy of Maps Toys this year, with a raft of special deals on offer for visitors to its stand in Hall 12. Leading the line up this year is the Pop Badge D.I.Y Kit, not only a great way for children to create their own badges for themselves, but for parents, too. These badges can be used on trips, days out and parties, making it easier to keep tags on excited youngsters. The Pop Badge D.I.Y Kit doesn’t feature any pins, minimising the risk of pricked fingers or ruined outfits. Kids can simply pop the badges onto any piece of clothing. The kit includes stickers, crayons and 20 brightly coloured pop badges. Meanwhile, the Junior Cool Circuits kit provides a number of play possibilities for young puzzlers. Suitable for kids aged six and upwards, children can pit their wits against the game and each other as they attempt to solve 40 different puzzles. The chunky white circuit board features eight fluorescent 3D

MY NUREMBERG

DIRK KIEFER Managing director, Maps Toys How many times have you been to Nuremberg? This will be our fifth year. What’s your favourite part of the show? The sheer size of Spielwarenmesse means there is always a real buzz about the place but even

though it’s huge, we still get to see lots of familiar faces. It’s lovely to see buyers old and new and we are always so busy it goes so fast that the five days are a blur. I love the excuse to dress up like an astronaut. What’s you least favourite part? My least favourite part has to be the sore feet and the joy that is set-up and of

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course, the madness of the closing Monday. Early night or drinks after the show? A bit of both, depending how far along the show is. Why is Nuremberg a must attend event? There is always such a great atmosphere and the British section is a great place to be. It is extremely well

organised frm start to finish and we always generate lots of orders and leads for the year ahead. What advice would you give newcomers to the show? Make sure you wear comfortable shoes and be prepared to walk a lot. It is all worth it though as there are some really great products and deals to be found around the show.

HALL 7, STAND C-25

HY-PRO Fasten your seatbelts and prepare to take off, because Hy-Pro is ready to take its new launch, Flyte, stratospheric this year. The new case scooter from Zinc marks the firm’s entry into the kids’ travel accessories sector and will be previewed to visitors at this year’s Nuremberg Toy Fair. Doing what they do best, Zinc has combined the fun of a scooter with functionality of a wheeled trolley case to create a toy that little travellers will love while on their own journeys, big or small. Both practical and playful, Flyte offers a safe and sturdy scooter, a swift pull-along trolley and a compact piece of cabin sized luggage all in one. Meanwhile, underneath each design is a PU foam case which has a 25 litre capacity and a soft, bouncy

puzzle pieces. Kids can begin with an easy challenge before moving onto the ‘practically impossible.’ Users can choose a puzzle card and create the circuit loop shown and watch the board flash and illuminate with lights and music if the circuit is joined correctly. Shopkins continues to take the collectables scene by storm, this time in the form of Maps’ Shopkins Radz. This season, the cute collection of characters comes with a clip so they can be used to decorate backpacks and more. Kids can brush the crazy hair back to reveal candy in four flavours – Strawberry Splash, Radzberry Crush, Orange Burst and Apple Smash. There are lots of different characters to collect in the highly swappable Radz range. Maps is also allowing kids to take the possibilities of Radz even further as each characters come with a special code, encouraging children to unlock fun games, movies and more on the special Radz App. 01483 776 006

surface, making it impact resistant and easy for youngsters and parents to keep clean. As well as a storable case, Flyte can be used as a pull-along trolley with soft, rubber grips, but its best feature has to be its easy-to-fold footplate, which fits snugly in the back of the case. With worldwide patents and design rights, Zinc has created its own fleet of designs, including Snapper the Shark and Olivia the Owl who take the lead in the range, with Pacific Blue, Power Pink, Kids on a Mission and Black & White following. For the tinier travellers, new Flyte models with unique themed designs will also be launched at this year’s Nuremberg Toy Fair. Make sure you visit the Zinc team in Hall 7 at Stand C-25 to see the full Flyte range. 01582 670 100 www.toynews-online.biz

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SHOW GUIDE SPIELWARENMESSE SPIELWARENMESSE 2016 2015 SAKAR INTERNATIONAL

HALL 12.0 / B-08-6 The Shopkins love continues as Sakar International introduces a new line of Shopkins toys for both boys and girls, including plush headphones, night action walkietalkies, flashlights, microphone stands and selfie accessories, all featuring favourite characters such as Strawberry Kiss, Apple Blossom, Kooky Cookie and more. Listening to music becomes a lot more fun thanks to the arrival of Sakar’s Shopkins-themed headphones, featuring a kids safe built-in volume limiter, providing clear acoustic performance. Meanwhile, Shopkins fans will be able to talk to their friends in style

via the Shopkins walkie-talkies with a built-in flashlight. Kids can sing along to their favourite songs with Sakar’s line of Shopkins microphone stands, bringing the excitement of live performances to the home, while the Shopkins moulded selfie sticks, photo props and selfie accessory kits bring fun to taking pictures. Sakar International will be introducing a line of youth electronics based on DreamWorks Animations’ 2016 release, Trolls. The new line up will include headphones, karaokes and walkietalkies designed just for kids. 02476 518 500

MY NUREMBERG LIZA ABRAMS SVP Global Licensing and Marketing, Sakar International How was 2015 for you? It was a strong year for us and the industry as a whole. We have seen big changes at retail level and for the first time in a few years,

ORCHARD TOYS

Orchard Toys is pleased to be returning to Nuremberg for another year, showcasing six new lines as well as a new product range. Following on from the successful launch of the now bestselling Giant Road Jigsaw in 2012, Orchard Toys has extended the range to include Giant Railway Jigsaw, as well as new extensions packs: Junctions, Station and Airport. 132 January/February

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there seems to be a new life breathed into the toy and licensing industry. What product defined 2015 for you? We were lucky to hit a home run with our Frozen CD+G karaoke systems. Because music plays such an important role in Frozen,

HALL 10.0, STAND H-13

Elsewhere, Orchard Toys has two new lines joining its offering. Kicking off with Woodland Party, the set features a 70-piece jigsaw featuring a gang of woodland animals and rounding off with Where Do I Live? This year the firm will extend its characters and illustrations to a fun range of six educational colouring, sticker and activity books. 01953 859 525

the karaoke line is a natural extension of the brand. What are you looking forward to in 2016? The Shopkins brand has clearly taken the world by storm. Every few years, a new brand or trend comes along that really takes off. The meteoric rise of a brand

REVELL

Not content with one, Revell and Hobbico return with two stands, brimming with the latest in the hobby RC and models sectors. Revell Control continues to be a major player in the RC sector with the Quadcopter steady Quad Cam, featuring an automatic height setting function and camera. Quadcopter Pure, meanwhile, comes with a crash-proof frame, while the Quadcopter Nano Quad Cam is the camera version of the award-winning Nano Quad.

typically has to do with collectability and Shopkins is no different. We are excited to be a part of this movement in territories across North America, Europe and Australia. We are also really excited to be partnering with DreamWorks on the new Trolls movie in Europe.

HALL 12.2, STAND P-13

Revell will be showcasing its range of off-road cars, pick-ups, rock crawlers and buggies, as well as licensed cars. New to the hit model and RC range is the Revell Junior Kit. The range includes the Race Car and Fire Truck that can be played with as a durable, fully functioning toy. Elsewhere, Hobbico strengthens its presence in the hobby RC market with a range of RC brands, including Great Planes. 0845 459 0747 www.toynews-online.biz

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THE NEW BATTLE RACER

Contact: Malcolm Cook malcolm@mc-international.co.uk Hong Kong Toy Show Mobile: +44 7770 60 88 58 by appointment only www.hauck-toys.com Jan. 04 – 10, 2016

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Nuremberg Toy Fair Hall 2/B05-C04 Jan. 27 – Feb. 01, 2016

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SHOW GUIDE SPIELWARENMESSE SPIELWARENMESSE 2016 2015 ENGINO

HALL 4, STAND E-30

Since its launch in 2007, Engino has emerged as one of the fastest growing construction toy brands. The firm is now looking to continue its success with two new launches in its construction line. The first to be unveiled at the German toy show is a collection aimed at girls featuring new models in pink and glitter designs, created to encourage girls to embrace construction and engineering. The second is geared towards the pre-school market featuring larger, cubic pieces and beams, suitable for children from as young as 18 months old.

MY NUREMBERG

Of course, Engino’s patented design allows for connectivity in all directions of the three-dimensional

COSTAS SISAMOS Managing Director Engino How many Nuremberg Toy Fairs have you attended? We have been exhibiting since 2005. Why is it an important show for you? It attracts international buyers and enables us to reach such a wide audience.

KIDS@PLAY Kids@Play heads to Nuremberg Toy Fair this year with a portfolio brimming with the latest strides forward in ride-on innovation. Leading the charge for the outdoor play specialist is the Safe Start Kiddies Electric Scooter, featuring a new controller that minimises the vehicle’s initial power surge to its wheels, allowing for a safe and smooth acceleration for young riders. The Electric Scooter boasts a six volt battery with up to 300 charge cycles and an eight hour recharge time. The scooter’s extrawide design allows kids to adopt a number of riding positions, optimising their balance as they zip about the park or garden. Aimed at children aged three years and older, the scooter features a specially designed low deck height, allowing for easy mounting and dismounting. Elsewhere, and Kids@ Play’s Tri-Quad boasts a ‘futuristic design for multi-terrain traversing and optimum speed. The Tri-Quad comes with an easy press foot operated accelerator, letting kids get the best start. 134 January/February

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space, enabling kids to build more and bigger models than traditional building systems.

It also sees all the industry gather there and offers an excellent chance to check out the competition and see new and emergng trends. What’s you favourite part of the show? I always like it when there are a lot of meetings and a real excitement about the many new products we have on display.

HALL 8, STAND A-07 Its chrome style wheels, deep tread tyres, working headlights and true to life engine sounds offer the Tri-Quad an authenticity that kids will enjoy for hours. And with an electric horn, three gears and a 12-volt battery under the hood, as well as foot wells and mudguards, kids can take quad biking to the next level. The Tri-quad is aimed at kids aged three and upwards. 01291 429007

As well as all of this, the awardwinning firm has more to offer the educational toy market and its Discovering STEM series includes a book with theories, activities and experiments in each set, covering subjects like mechanics, structures and solar energy. The STEM series also includes more premium products such as the London Eye and Eiffel Tower. The Engino Robotics Platform, meanwhile, includes a controller with Bluetooth communication, sensors, activators and user programmable software to encourage learning. (+3) 572 582 1960

What’s your least favourite part of the show? When it’s the last day of the show and there are very few visitors. You are tired, but you just need to stay until the end. Early nights, or drinks after the show? For sure, a nice German beer after the show is always a must for me. The perfect way to unwind.

UNDERGROUND TOYS Star Wars, Doctor Who, Marvel and Ghostbusters all the way through to newcomers Yo-Kai Watch and hit gaming franchise, Assassin’s Creed, Underground Toys will have it all on display at Spielwarenmesse. The toy and collectables firm is getting cosy with the latest characters from the Star Wars universe as it grows its range of plush items with new faces from Star Wars: The Force Awakens, including Kylo Ren and BB-8. Also joining the collection is a new 12-inch Death Star talking plush toy, fully equipped with sound and LED lights, as well as a new round and bouncy 15-inch BB-8. For those who wouldn’t dare enter the kitchen without channeling the energy of your favourite Sith Lord, Underground Toys also has a collection of Star Wars themed homewares, including Darth Vader oven gloves and a Death Star Kitchen Timer. Known for its work with the Funko Pop! range, Underground Toys will be showcasing a new collection of Marvel’s Civil War characters and a new line of Star Wars: The Force Awakens characters. Visitors will also get to meet a new line of Pop! Tees, Vinyl Dorbz and Mopeez.

What’s your best tip for dealing with the hangover? Drink less. What advice would you offer show newcomers? I would advise that you prepare well and only show products that you are able to deliver in the next few months. Oh, and do try a German beer or two.

HALL 5, STAND A-72

With Marvel’s Captain America: Civil War on the cusp of release, Underground Toys’ collection of superhero lines continues to expand with Black Panther, Captain America the Winter Soldier and Falcon joining its existing range of four-inch mini clip-ons, 9-inch medium and 15-inch deluxe heroes which already features Spider-Man, Hulk and more. You’ll also find a new 24-inch mega-posable Spider-Man and Iron Man on display. Underground Toys’ line-up is completed with the unveiling of a newly acquired Assassin’s Creed licence and a range spanning products such as ice trays, bookends and throws. 020 7801 6325 www.toynews-online.biz

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SHOW 2015 SHOW GUIDE GUIDE SPIELWARENMESSE SPIELWARENMESSE 2016 LEAPFROG LeapFrog’s 2015 marketing campaigns were just the start of the whole new role the firm is looking to play in the lives of today’s millennial families. This year, the firm is bringing a product line-up to Nuremberg that will ‘change the game for good.’ In what LeapFrog believes will be a ‘seminal year’ for the pre-school specialist, 2016 will see the firm charge ahead with its LeapFrog Ahead campaign, a multi-channel initiative that sees the company ‘address the evolution in the wants and needs of the modern family.’ With a focus not on the products it makes, but the experience parents and youngsters get from its brand, LeapFrog will be offering parents the items they need to help their children find their own path and become the best they can be. 2015 marked a ‘pioneering year’ for LeapFrog with the launch of its first Android based tablet, Epic, the new seven-inch LeapPad Platinum and three Imagicard games, bringing popular pre-school characters from the likes of Paw Patrol and Teenage Mutant Ninja Turtles to life with AR technology. The line has been well received since launch and promises for a strong year ahead.

FIESTA CRAFTS This year will see Fiesta Crafts launch a new presentation concept with its Push N Roll wooden toys and two-in-one Carry Case Puppet Theatre and Shop. Described as colourful, sturdy and ‘beautifully crafted’ the Push N Roll Along Toys are designed to encourage small children as they develop from sitting to crawling all the way to walking. For retailers, the Push N Roll toys are presented in a decorated box, which protects it in store and makes it easy for parents to wrap and gift. Demo samples will of course be available for your shop. The Push N Roll Toy can be rolled by kids still in their sitting and crawling stages, or pushed for those taking their first steps, via the accompanying wooden rod with an easy-to-grip ball shaped handle. The two-in-one toy will keep kids entertained as it makes clacking sounds while it moves. Youngsters can also engage with the toy’s spinning eyes and spiral painted wheels, helping them to improve their gross motor skills as well as become familiar with new sounds, shapes and animals. On the other hand, Fiesta Crafts has launched a new two-in-one www.toynews-online.biz

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HALL 12.2, STAND P-19

The firm also welcomed the arrival of some new toys to its growing collection of early childhood experiences, including the Number Loving Oven and Scout’s Build & Discover Tool Box, alongside Word Whammer. To celebrate the launch of Number Loving Oven, LeapFrog even partnered with family favourite food guru, Annabel Karmel, for its 2015 Kitchen Kids campaign, helping parents to bring cooking role play to life and encouraging their children’s confidence in the kitchen. All of this and more will be on display at LeapFrog’s stand at this year’s Nuremberg Toy Fair. 01895 202 840

HALL 1, STAND B-09

Puppet Theatre and Shop to encourage kids’ inventive role play. The Carry Case Puppet Theatre and Shop can quickly transform from a theatre into a shop, covering two of the most popular roleplaying activities for children. The theatre’s pull-back curtains add a dramatic effect and complete the scene setting, while there’s even a space to write the name of the shop or the title of the performance in chalk. When play is over, the Carry Case Puppet Theatre and Shop packs away into a handy carry case for easy transportation and storage. 0208 804 0563

WOW TOYS

WOW Toys prides itself on designing traditional toys with a modern twist, blending current trends and familiar concepts to create a toy recipe that makes them ‘irresistible to toddlers.’ Designed in the firm’s London offices, each toy in the WOW Toys portfolio is handmade by its own toymakers, bringing innovation and individuality to the market. The WOW World Toy range is testament to the firm’s unwavering and dedicated approach to producing high quality toys for kids aged one to five and recent years have seen the company grow its collection to over 90 items. Durable, safe and with no need for batteries, all the products in the WOW Toys range are compatible

GOLDEN BEAR Leading the charge for Golden Bear this year is the Run Along Fun Sounds Twirlywoos, mimicking the now iconic running sequence from the hit CBeebies series. Run Along Twirlywoos will be available in all four character designs: Great BigHoo, Toodloo, Chickedy and Chick with each character voicing their signature sounds as they run. Quacky Bird joins the collection in the form of a soft toy while the mischievous Fun Sounds Peekaboo completes the line up. Golden Bear’s In the Night Garden range continues to grow with new products including the Explore & Learn Musical Pinky Ponk, while My Best Friend IgglePiggle will head up the plush collection. IgglePiggle’s Bedtime Boat, meanwhile, offers music, stories, light shows and a soothing night light. The Duggee line will be bolstered this year with Super Duggee, a Duggee Talking Soft Toy and a small Duggee and Enid the Cat. New for autumn/winter is the Push and Go Fire Engine complete with a Duggee figure and the Squirrel Club Activity Set featuring all five Squirrels, Duggee, work benches and a playmat.

HALL 12.0, STAND C-01-1

with each other, while the brand’s cast of happy characters have been designed to always keep their thumbs always pointing upwards, ensuring they can never pose a choking hazard to children. New additions to the range this year include the likes of Emergency, Farm, Fantasy and Racing as well as some brand new and exciting toy categories for the coming months. On top of all of this, WOW Toys will also be introducing a new Easter-themed toy collection as well as a line of upgraded and newly packaged playmats. You can catch up with the Wow Toys team at this year’s show by visiting Hall 12, Stand C-01-1. 020 7471 0980

HALL 5, STAND C-15

The Go Mini range sees the addition of the Light Up Twin Turbo Raceway, while the Mr Tumble Something Special brand will see the 2016 collection refreshed. Woolly & Tig, CBeebies Bugbies, Sooty, Forever Friends and the firm’s Kid Tough pre-school range My First JCB will all be on display, too. The cherry on top is Golden Bear’s new Oddbods collection of 3D animated characters. The toy range reflects the core values and humour of the show. Plush, collectable figures, vehicles and play-sets all feature in the line. 01952 608 308 January/February 135

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SHOW GUIDE SPIELWARENMESSE SPIELWARENMESSE 2016 2015 SAMBRO The Bratz are back and Sambro believes the range will be ‘bigger than ever before’ this year. And with the new Bratz Electronic Secret Book, Bratz Hair Beader and Bratz Hair Braider in its arsenal, no wonder it’s confident. Meanwhile, the Alice in Wonderland collection will launch for the first time in 2016, entering Sambro’s successful Disney Princess portfolio. Hit collectables line Tsum Tsum is entering the arts and crafts sector with the Colour Your Own Bag Set, Paint Your Own Figures and 3D Tsum Tsum Character Erasers. Tsum Tsum character based games will also be available, such as the Pyramid Challenge Game and the Tsum Tsum Stack It High game. Frozen continues to be one of the firm’s most popular licences and line extensions for 2016 include the Frozen Mould Your Own Light Up Creation Dressing Table and Frozen Colouring Wheels. Minions continues to be popular with a new Canvas Painting Set and a 3D Minions Puzzle eraser 10 pack. Elsewhere, and Pokémon returns in 2016 as Sambro introduces a selection of products designed to attract a legion of new fans.

EDUK8 WORLDWIDE

EDUK8 Worldwide enters 2016 with an extensive range of traditional toys boasting an educational twist. As well as the popular Belly Bump Balls, a collection of exclusive wooden toys and a handson science range for inquisitive minds, the focal point of EDUK8’s Nuremberg portfolio will be a new line of Large Outdoor Playmats. With a large-scale Snakes and Ladders game featuring an oversized Dice Dome, Crocodile Hop and Large Number Game, EDUK8 believes it has a lot to offer Toy Fair visitors this year. 136 January/February

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HALL 12.0, STAND G-12

Finding Dory makes its way to cinemas this year and Sambro has a collection dedicated to its leading lady. The range will feature a Shaped Finding Dory Magnetic Scribbler in different sizes, shaped liked Dory as well as an EVA trolley bag, novelty items and more. Paw Patrol tackles bags and wheeled toys, while the Little Tikes brand comes to Sambro in the form of new arts and crafts lines. Star Wars: The Force Awakens, Batman vs Superman, Captain America and Marvel’s Avengers all join Sambro this year, too. 0845 8739 380

HALL 12.0, STAND C-01-2

All the playmats are water and heat resistant with UV protection. The giant outdoor collection also has a sister range of board games with dice domes. Premium Trikes features four types of quality trikes, including the Baby Trike with full 360 degrees adjustable seating; the Budget Trike for the younger rider; the Twister Trike and the Retro Trike, a sturdy, traditional trike with shaped handlebars and a wide, three position adjustable seat. All trikes boast robust versatility, too. 01434 672 336

HAUCK TOYS

With leading brands like My Little Pony, Nerf, Batman and Teenage Mutant Ninja Turtles joining top sellers like the Classic Pram, I’coo, Lighting Go-Cart and EZ Rider balance bikes, Hauck is boasting its ‘strongest range to date’. The firm’s new My Little Pony range offers something for all young girls, from doll buggies and strollers to prams and play-sets. In addition, there are many new non-licensed girls’ toys, too, each one designed to deliver ‘maximum playtime fun.’

RAINBOW DESIGNS

Rainbow Designs is unveiling some new additions to its nursery portfolio for 2016. A new infant range starring Dick Bruna’s classic Miffy character takes the limelight, featuring developmental nursery products in both pastel pink and denim blue tones, including 25cm plush toys, ring rattles, comfort blankets and an activity cube. Meanwhile, the Air Puppy range looks a favourite, with farmyard friends Perrow Pig, Belo Bunny and Scooty and Kuddles Duck under the Hedgerley Farm collection.

HALL 2, STAND B-05 – C-04

A formidable force in ride-on toys, Hauck is launching a host of go-carts, spanning all ages and featuring both licensed and non-licensed trikes, balance bikes, go-carts and wagons. The Nerf Battle Racer is on a mission to take over the world, carrying up to four Nerf blasters and a seemingly endless supply of Nerf darts. Hauck celebrates the year of Batman with a new Batmobile, as well as a TMNT go-cart. 07770 608 858

HALL 1, STAND E-22

Elsewhere, Patch Puppy and Peachtail Lamb from the Burford Farm friends are also set to be a hit. Excitement reaches fever pitch over Rainbow’s new Large Activity Playmat range, featuring pre-school favourite Guess How Much I Love You. Who could forget the centenary of Raold Dahl’s birth this year? Certainly not Rainbow Designs who will celebrate with the launch of a plush series featuring popular children’s classics Matilda, The BFG and Willy Wonka as well as a feature Whizzpopping BFG. 01329 227 300 www.toynews-online.biz

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Toy Fair 2016 Show Preview

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SHOW GUIDE: TOY FAIR 2016

London calling Over 260 companies will be descending on Olympia once more this month for the 63rd Toy Fair. With an extended Greenhouse area in place to cope with a swathe of first time exhibitors and another packed Student Seminar day lined up, Billy Langsworthy looks at what show treats are in store for guests, as well as quizzing execs on show highlights, advice and of course, the best hangover cures

IT’S THE start of a new year, and as anyone in the industry knows, we have but a few weeks to let the Christmas dinner go down before the mayhem of toy fair season kicks in. And what better way is there to kick things off than with a trip to London’s Olympia for the 63rd annual Toy Fair. This year’s show is shaping up to be another belter, with over 260 companies exhibiting, many of whom are returning exhibitors to the show. Alongside the usual suspects at the event, the BTHA has had to reassess the size of the Greenhouse area for the 2016 show due to unprecedented interest from different London Toy Fair newbies. “We have 62 new exhibitors thus far,” explains Majen Immink, Toy Fair’s head of operations and sales. “We have in fact had to extend the Greenhouse area to accommodate an ever increasing demand for smaller units, primarily from companies and entrepreneurs looking to break into the industry.” And the success of this year’s show should be even more impressive, considering the early difficulties experienced when the clash with Nuremberg Toy Fair was announced last year. In spite of this, Immink is incredibly proud of the way that the BTHA and the wider industry has responded to the dilemma. “The clash of dates was not ideal for anyone, but we at the BTHA feel very thankful for the positive

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response of the industry, which is reflected in a great rate of returnees and a

the toy industry as a potential destination for their career,” adds Immink.

Toy Fair is a great forum for networking and for the industry to come together under one roof. Majen Immink, BTHA

very full floor plan,” Immink tells ToyNews. “Of course it has resulted in some potential logistical issues for exhibitors, which, for some, have been insurmountable. The wider team, however, has worked very hard to help mitigate these difficulties and I feel very positive about the upcoming event.” The show’s successful Student Seminar is back this year for the seventh year, and this month the BTHA expects to welcome around 120 students from six universities to attend talks on branding, product development, invention and IP. “The event is proving very popular amongst students looking towards

“Over the years the event has helped forge many relationships between

MY TOY FAIR

Majen Immink, Head of Toy Fair Operations and Sales How many Toy Fairs have you been to? This will be my 9th Toy Fair. Time flies when you are having fun in the industry.

toy manufacturers and universities. As always, students will have a chance to immerse themselves in Toy Fair and get a good feel for the industry and all the new product launches.” But what can those travelling to Olympia for the first time expect? “Another busy three days of business packed full of exciting product launches,” says Immink.

What do you expect will be your favourite part of the 2016 show? I say it every year, but the opening morning provides such a buzz. After a year of preparing for the event, to see the array of incredible stands being built in a flash and product put in place, and then wait in anticipation for the first visitors through the door. What’s the low point? Toy Fair is such a positive environment that bar any potential logistical or

“Toy Fair is the place to discover all the new ranges and inventions coming to the market in 2016. It is also a great forum for networking and for the industry to come together under one roof.” So, grab a cuppa, find a highlighter with enough strength to last 90 odd pages, and enjoy planning your trip to Olympia with our Toy Fair show guide.

organisational hiccups, it is a great event to work on. Therefore, the only low point is the breakdown period, having to pack up and leave for another year. What advice would you give to first timers? I always recommend that first timers prepare as much as possible, make contact with your target visitors in advance and take advantage of the PR opportunities in the run up to the show to get as much exposure for your brand/product as possible.

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Company...................... Stand Number 1 Two Kids............................... GH54 247 Toys....................... Gallery 620 4D Cityscape............................B156 A Girl for All Time.................... GH11 A B Gee of Ripley........................ B40 Aardvark Swift........................ GH10 Accentuate Games....................G65 Alpha Toys.................... Gallery 610 Alphabet Pie.................. Gallery 176 Amerang........................ Gallery 215 Amscan International................ B75 Anamalz..................................... E66 Aniworld..................................... B99 Arklu.........................................B135 Artstraws...................... Gallery 530 Ashram.................................... GH23 Asobi............................. Gallery 124 Aurora World..............................D35 Autel Intelligent............ Gallery 122 Banagrams Lounge....... G120/G122 Bandai UK...................... Gallery 600 BeBop.........................................C50 BiBiB........................................... B90 Big Potato..................................H22 Bigjigs Toys................................H39 Bladez Toyz................... Gallery 123 Blue Orange..............................B156 Bluw.........................................B115 Bomtanka Toys....................... GH25 Bottle Buddies...........................G63 Brainstorm................................... D2 Breyer......................................... E66 Brio........................................... E140

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Hornby Hobbies..........................D11 House of Marbles.....................G110 Hutter.......................................B156 icommerce Now ....................... GH6 iDance........................................D19 Idoll UK.................................... GH18 Imajo.......................................... GH2 IMC Toys................................... E129 Impel Field Marketing................H42 Injusa ......................................... F90 Insect Lore.................................D20 Intelligent Retail..................... GH21 Interplay UK...............................G10 Intertek .....................................G66 Iwako............................. Gallery 144 Jazwares....................................D99 JNH Europe................................. B98 John Adams Leisure.................G100 John Crane................................. E20 Jumbo Games............................. E46 Juratoys..................................... F50 Just Play..................................... B22 Kapla............................. Gallery 143 Keel Toys.................................... B60 Keycraft..................................... B35 Kiddimoto...................................H44 Kidicraft Ltd............................ GH28 Kidkraft...................................... E79 KidsOut......................... Gallery 152 Theo Klein .................................. B25 K’Nex UK....................... Gallery 510 Lanka Kade .................................. F1 Laq Blocks..................................H40 Le Toy Van.................................. E10

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SHOW GUIDE LEGO

For this year, The LEGO Company is welcoming a series of new independent properties and exciting licences, developed to further increase the company’s sales and drive the construction category. LEGO CITY is the largest and longest running brand for The LEGO Company. Now entering its tenth year, the construction set has secured its standing as the number one property in the boys’ toys market, and number two property across the total toys market for 2015. For the first half of 2016, LEGO CITY will see expandable play themes including Fire, Prison Island, and the Great Vehicles concept to target treats and loyalty purchase opportunities for customers. Elsewhere, 2016 will see the introduction of a new

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‘Skybound’ storyline to LEGO Ninjago, with play-sets reflecting this plot. The firm’s new IP, Nexo Knights, will bring a new way to play by bridging the gap between physical and digital play. The adventures of the futuristic knights will be brought to life through LEGO play-sets, a TV series, digital content and a free app game. Pocket money collectable brand, Minifigures, will continue to launch three range waves throughout 2016 to further drive purchase and frequency. Themes will include own IPs, along with a brand new licensing deal for the Minifigures brand. Somewhat differentiated from the core brands, LEGO Technic is a classic evergreen that caters for the slightly older boy,

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delivering some of the most iconic real-life vehicles with authentic features and functions for play. Spring/summer 2016 introduces models across varying price points, including a Heavy Lift Helicopter, pull-backs Police Interceptor and Getaway Racer. Q1 will see more of the low price point pull back action vehicles, which use pull back motors to create a simple function and build for quick, achievable success. LEGO Friends is welcoming a whole host of new playsets this year, allowing girls to follow the new stories as well as create their own in fun and engaging ways. Pre-schoolers can learn, play and build with new LEGO DUPLO sets for the first half of 2016. The new additions provide a

wealth of opportunities for developmental learning, with additions to My First and the DUPLO Town ranges amongst others. The sets will allow children aged 18 months to five years to create stories inspired by easily recognisable, classic preschool themes, imitating everyday life and learning through pretend play. Along with additions to the portfolio of vehicles and city related lines, a new collection will introduce the world of wild animals and their habitats to toddlers.

Introduced in 2015 and already hugely popular with children, LEGO Elves will see a new story added to the collection in 2016, allowing fans to explore new areas of Elvendale. Following on from a successful second year for the firm, LEGO Juniors will also launch a further collection of play-sets next year. In addition, there will also be further product extensions to LEGO Star Wars, Super Heroes and Disney Princess ranges. 01753 495 000

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SHOW GUIDE JOHN ADAMS

With an all new stand, John Adams Leisure will have lots of exciting things to see at Toy Fair 2016. Continuing to build on its hugely successful heritage within its creative play craft range, the portfolio boasts over 20 new and refreshed product lines. Leading the new introductions is eZee Beads. eZee Beads is a new line of bead picture making kits, which stick together with water. All kits offer great play value as well as value for money. Elsewhere, the company’s Sands Alive, the multiaward winning, super-soft modelling sand, is also expanding with two new themed sets. The first is a Sweet Dreams kit, while the second is a Glow-in-theDark set. These join the existing range that includes Starter, Classic, Animals, Castle and the Super Sets, ensuring all key price points are covered. The firm’s Disney Princess collection is being extended 144 January/February

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with a range of magical glow and light-up products to make and display, under the successful Snow Glowbz and Jelly Sticker brands. Elsewhere, Bangle Blitz, the collection of ‘make your own’ blinged-up bangle kits, had a great 2015 and this year sees the range growing even more with new Neon and Glam kits. The hugely successful BloPens range will also see new introductions in the form of a new Disney Princess Creative Case set, which turns the packaging into a handy mini easel, plus a new Star Wars activity set will also be included. The Animal and Super Activity sets are also being refreshed for 2016. As the UK’s number one manufacturer within the science category (NPD Data by value, 2014), the company will be showcasing new lines at London’s Toy Fair that are joining its successful science portfolio, which teaches both boys and girls the fundamentals

of science using fun and immersive kits. John Adams’ range of Ideal branded games and puzzles continues to grow in strength and volume. New for 2016 is the Rubik’s Spark – an electronic cube with six different games, which can be played on both single and multi-player game versions. Joining the Action Games category is Soggy Doggy and Splashy the Whale, which sees players try to ensure they don’t get wet. The popular Total Action Football will be getting a fresh new look ready for the 2016 European

Championships, and the new family game Silly Sausage will see if players can keep up as he shouts out all of his orders. 01480 414361

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SHOW GUIDE K’NEX

K’NEX enjoyed strong sales growth in 2015, and doubled turnover to reinforce the brand as a heavyweight in the construction category. At London’s Toy Fair 2016, the company will be unveiling new innovations showcasing the building system’s unique qualities of scale, movement and creative play possibilities. The firm believes 2016 is set to become the ‘year of thrill rides’, with five brand new rollercoaster-inspired K’NEX Thrill Rides building sets under £50. New additions include Electric Inferno, which has 640 pieces, a motorised chain lift and can be built 2.5 feet tall, plus Clockwork 146 January/February

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Coaster, which has 280 pieces and an hour handinspired car lift. TV advertising will also support the range throughout the year, alongside activity in various children’s press and strategic partnerships. Now established as a firm favourite in both the construction and blaster categories for children, K’NEX K-FORCE will be refreshed with multi and rapid-fire action features in 2016, with four brand new buildable, customisable blasters at a range of price points for customers. The K25X Rotoshot features all-new rotating blasting action, while the

Flash Fire Rapid Fire has a ten dart, quick fit clip. K-FORCE will be TV advertised in both spring and autumn, driving sales throughout the year. Last year saw the introduction of K’NEX Mighty Makers, a line offering girls STEM learning experiences inspired by different aspirational careers. New additions for 2016 include Mighty Makers Director’s Cut, which allows girls to explore the exciting world of filmmaking. The set boasts an adjustable clip that fits most smartphones so girls can film and watch back their creations. K’NEX Beasts Alive will also be refreshed with

some new buildable creepy critters for 2016. New Shark and Gator building sets are joining the range, both of which feature motorised movement and two alternate builds. Other new additions to the firm’s building sets include a Jet 2-in-1 set, which doubles as a heliplane and a Racecar 2-in-1 set, which transforms into an all-terrain vehicle. On the licensing front, at Toy Fair K’NEX will reveal the new series of Super Mario Mystery Figures and Plants Vs Zombies Mystery Figures. The K’NEX UK team will distribute the brand’s education range for the first time from this month.

Aligned to STEM standards, K’NEX Education sets are designed to encourage hands-on 3D STEM learning. The firm will also partner with Thorpe Park this year to engage education professionals, offering pupils an on-site workshop exploring the physics of rollercoasters using K’NEX product before enjoying the theme park’s real life rides. The K’NEX UK team will also be on-hand at Toy Fair to reveal a robust 360 degree marketing programme, including TV advertising, partnerships, kids’ press campaigns, strategic, and online activity. 01189 497000 www.toynews-online.biz

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SHOW GUIDE FLAIR

Across girls, boys, preschool and creative play, there’s plenty to see from GP Flair at Toy Fair this year, with new award-winning ranges and top licences being added to brand new collections for 2016. Spring will see a new girls’ fashion doll, U Hugs, enter the company’s portfolio. This brand brings together creative play and doll characters as a way for girls to express their style, mood and personality. The initial launch will introduce six dolls to collect, all of which have quirky traits of their own. Each doll is made from soft plastic and has holes around its body ready for pins and personalisation, plus 12 pins are included to start each unique transformation. There’s Sassy Fashion, who’s the oldest of the bunch, a fashion guru who can’t live without her phone and Sweety Rock, with her rock chick style. Screamy Queen, Scratchy DJ, Scary Baby and Starry Fairy will complete the line148 January/February

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up of dolls. Elsewhere, Shopkins, the phenomenal girls’ collectable that is now a full cross-category property, will move from Series 3 to Series 4, bringing even more characters to collect.

Garden and party time themes can be discovered, plus the Shopkins Pet Shop aisle will introduce new Petkins collectables. Play-sets and accessories will add to the range, including a Sweet Spot

play-set that has a working gumball machine. Also available for Shopkins customers will be the Shoppies Dolls. The Shoppies each boast their own personality, outfit and accessories,

and there are three food themed dolls to collect in Popette, Bubbleisha and Jessicake. Each doll comes with two exclusive Shopkins characters, accessories and a code to download special features within the popular Shopkins app. Following a successful launch in autumn, Pet Parade will continue into the New Year with a range of cute and interactive pets, and this spring will see six new puppies join the collection, as well as kittens. The launch will introduce a full six breeds of kittens to collect, including the new White Persian. Each pet has a joystick button on its back so that they can walk and move their head, eyes and tail. Plus, this TV advertised collection will also feature a Play Garden play-set (including an exclusive Siamese kitten). In addition, fans can treat their puppies with the successful Play World and Train and Treat kits. 0208 643 0320 www.toynews-online.biz

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SHOW GUIDE FLAIR

Flair is set to bolster its boys’ portfolio with new waves of action figures, vehicles and role play from its Teenage Mutant Ninja Turtles collection, plus the action packed World of Warriors range will see two new mini collectable figures added to the line-up. Elsewhere, Flair is welcoming its interactive humanoid robot, Bamboo. Programmed for play, Bamboo has a number of

MY TOY FAIR

Nic Aldridge, Marketing Director, Flair

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play modes and actions that are designed to entertain and help ward off enemies. The firm’s top pre-school brands will continue into 2016 with the extensive range of Pet Vet toys from Disney’s Doc McStuffins popular Pet Vet series. Helping Dottie to care for her pets this spring is the brand new Findo Vet Kit, a glittery carry bag that includes a Findo plush, plus accessories.

Autumn also sees the return of a classic brand in Stickle Bricks. Stickle Bricks make it easy for children to stick, stack and build, and the Beginner Box is perfect to start off any collection. Flair’s Cool Create division is the home of the firm’s focus on innovative and fun creative play. The IDO3D allows kids to build their own colourful 3D masterpieces using the unique IDO3D inks that set

like plastic with the help of the UV spotlight. Autumn will also see the introduction of a new subcategory that will, according to Flair, ‘take 3D innovation to the next level’. Mr Frosty is also to return, but with new contemporary styling and components. Parents will now be able to introduce their children to this classic toy of their own childhood that took culinary creativity to a new level.

How many London Toy Fairs have you been to? I am pleased to say, this will be my 15th Toy Fair.

What’s your least favourite part of the show? I detest queuing in the car park to get out, particularly once you’ve just broken down the stand.

show, but now I try to tread the middle road. Like the fair Cinderella, I now try to leave any parties by midnight on the dot.

What’s your favourite part of the show? My favourite part is opening the stand on the very first day, when the six month operation in the planning for the show is finally complete.

Do you prefer an early night or a drink or two after a long day exhibiting? I have experienced both in my 15 years attending the

What’s your ultimate hangover tip? I would always suggest a brisk walk on a bitterly cold January morning from the Premier Inn, past the pub

Flair’s Cool Cardz has proven successful over many years, but now new Cool Cardz are on their way, including a set that allows secret messages and secret patterns to be revealed. Top secret messages can be created by adding special secret stickers to the cards while friends, family or those that can be trusted can scratch the stickers off to reveal the secret message. 0208 643 0320

and all the way to Olympia. This always seems to do the trick for me. What advice would you give those attending the show for the first time? My advice would be to wear comfortable shoes, pack a stick of lip balm and always be ready with your chosen method of hangover cure.

www.toynews-online.biz

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SHOW GUIDE BANDAI Power Rangers will be charging it up in 2016 with all new episodes of the TV series airing this summer. The new toy range covering action figures, roleplay and the ever popular Zord Builder range will be unveiled for the first time at Toy Fair and is bound to excite fans young and old. The launch of Dino Super Charge will be supported by a dedicated 360° marketing and PR campaign and is set to be a major priority for Bandai this year. 2016 will also see excitement build for Lionsgate’s muchanticipated Power Rangers theatrical movie, which will be released worldwide on January 13th 2017. Bandai will launch an exciting range of moviebased toys from late 2016. Elsewhere, Bandai is the new home of Famosa’s collection of fashion and nurturing dolls. The firm has also taken over the sales and marketing of the popular collectable mini doll brand Pinypon. A new series of interchangeable Pinypon figures will be released in January as Bandai encourages a new set of fans to mix, match, customise and accessorise a variety of bright and colourful characters. New into the range will also be a fairy tale themed collection of figures and play-sets, plus a Pinypon Palace full of accessories. New doll sets for Nenuco include a highchair that attaches to the dinner table

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so a child can eat alongside their baby at mealtimes and a medical play-set which alerts carers as to why their baby doll is crying, so they can make them better. A Newborn doll with sounds is also being

introduced into the nurturing range. Bandai is also set to unveil the new fashion doll brand, Nancy. Toy Fair will be the first opportunity to see the new collection of dolls which covers

the patterns of hair play, travel and winter activities. Bandai will support all of Famosa’s brands with TV advertising, digital and press and PR activity. On the pocket money side, Bandai boasts an ever-

expanding Hatch n’ Heroes collection. Hatch n’ Heroes is a unique way for children to play with their favourite Disney characters as these articulated figures turn from egg to hero in a few simple steps. 01489 790944

www.toynews-online.biz

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TV Advertised in Spring 2016 Online and in-store activity Build, Race & Crash!

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SHOW GUIDE RE:CREATION

Re:creation is set to reveal a raft of new brand and product launches for London’s Toy Fair 2016, as well as a new stand position. Among the new additions is a line-up of innovative new products from Razor, the launch of the Re:creatables creative portfolio and a new plush line in Pop Out Pets. At Toy Fair, Razor’s new generation of electric scooters with ‘Power Core’ technology will be unveiled. The Power Core E90 and Power Core E100 feature hub motor technology developed in-house to create a ride with impressive performance, a new look and a doubled run time. Also from Razor is RipSurf, which employs 360 degree caster wheels to deliver the closest experience to real surfing on land. Also joining the twowheeled transport revolution is the RipStik Electric. With hub motor technology and powered by lithium battery, this lightweight ride enables riders to control the action using their body movement and a handheld remote for a unique ride. In 2016, Razor will add its own spin to wearable wheels with the launch of Jetts. The sparking heel wheels offer the benefit of ‘one154 January/February

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size-fits-all’ practicality to both retail and consumer, in an on-trend style delivered at what the firm feels is ‘great value price point’. Razor Junior is growing in 2016 with a line-up of junior scooters, including the Lil’ E, the first electric scooter for tots as young as three. Re:creation will reveal major marketing plans across the full Razor portfolio at Toy Fair. Also in outdoor, Re:creation is launching new fashion styles from C-Preme in its popular Krash and Raskullz kids helmet ranges. Re:creation’s Snuggables plush portfolio has made a strong impact on the category in 2015, and a new brand joins the fold in 2016. Animal themed Pop Out Pets can be flipped inside out twice to provide three different animal characters. Four Pop Out Petz will be available at launch. On the Stretchkins front, a Pink and Purple Bear keeps the line-up fresh for the year ahead for the firm. Another Snuggables plush brand proving successful for Re:creation is Bright Light Pillow. This year, a pretty Princess Crown refreshes the range, while for those who love to move to the beat, the new Beatz Star

will showcase a light display that pulses in time to the sound of music. Disney will be casting its magic on NeckNapperz with the introduction of characters such as Frozen’s Queen Elsa, the superhero Spider-Man and the villain Darth Vader. Re:creation is set to add a new pillar to its offering with the launch of Re:creatables creative brands portfolio. Joining 2015 launch Makea-Bar Chocolate Factory are new brands Rainbow Art and Spray Art. Rainbow Art enables kids to create rainbow-coloured designs with its clever interchangeable paint pad colour system. It’s a no mess, no fuss activity that offers endless creative opportunities with great value for money. Spray Art brings kids spray painting in a unique, portable system. Star Wars fans will be pleased to see The Force Awakens themed LEGO Key Lights on its way in 2016, as well as a new Kylo Ren Desk Lamp. LEGO DC Superheroes continue to drive consumer interest and this year both LEGO Wonder Woman and Harley Quinn make their debut as torches, while

Harley Quinn also joins the LEGO Key Light line-up. The Ninjago Key Light collection grows with new character introductions and popular character Kai will also be available as a torch. Re:creation will roll out themed key lights and wall lights for new LEGO brand Nexo Knights, which, for the first time, will include

exclusive codes for use with the online portal. Re:creation will also reveal new board games at Toy Fair this year. The firm has a deep heritage in games, launching Cranium into the UK in the early ‘00s, and these innovations represent the company’s first move back into the games category. More details on these for customers will be available at Toy Fair. The company will also be driving these brands and products with new, strong marketing campaigns, which will continue to demonstrate an ongoing commitment to heavy TV investment backed up by high impact online and PR activity. 0118 973 6222

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SHOW GUIDE POSH PAWS

The Posh Paws range continues to expand and at the upcoming London Toy Fair, the firm is showing off its latest kids plush, backpacks and accessories. On the movie front, Posh Paws has lines inspired by the likes of Zootropolis, Finding Dory, Jungle Book, The Secret Life of Pets, Minions and Star Wars. Posh Paws’ Zootropolis plush line showcases key characters Nick Wilde, Judy Hopps, Ele-Finnick, Bellweather and Finnick. Made from super-soft fabric with key details, the range will vary in size from 18cm to 50cm and is set to arrive in February 2016. On the Jungle Book front, the plush collection from Posh Paws will include Baloo, King Louie, Bagheera, Kaa and Sheere Khan. Moving onto more domestically trained 156 January/February

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creatures, the company’s The Secret Life of Pets offering spans a range of back to school bags and novelty plush bags that feature key characters from the film, including Max, Gidget, Duke, Snowball and Mel. Minions had a great year in 2015, and Posh Paws has been working on a brand new range of innovative backpacks that includes creative lenticular designs and bags with sound. The all-new collection comes in a variety of sizes and styles to suit the brand’s wide audience and features some characters from the Minions movie, as well as stand out characters from the Despicable Me franchise such as Agnes and Fluffy the Unicorn. Looking to a galaxy far, far away, Posh Paws’ Star Wars plush range includes classic characters like Darth Vader,

Yoda, Chewbacca, Princess Leia, Ewoks and Darth Maul. In addition, the firm’s The Force Awakens collection includes BB-8, Captain Phasma, Kylo-Ren and the all-new Storm Troopers. 2016 also sees Posh Paws launch two new plush brands for the pre-school market in The Lion Guard and Miles from Tomorrow. The Lion Guard is brand new to Disney Junior in 2016, and follows Simba’s son Kion and a team of new characters as they protect the pride lands. Posh Paws will have a full range of plush characters from the new TV show. Miles from Tomorrow has had proven success at retail and on TV in 2015, and ahead of the series two launch in spring 2016, Posh Paws will be bringing to market a range of different sized plush toys from 18cm

to 50cm. Characters include Miles, Loretta, Merc and Gadfly. The collectable Tsum Tsum craze will continue throughout the year with Posh Paws releasing new characters each month. Available in both mini, medium and large sizes, the 2016 Tsum Tsum will include new collections that will coincide with new movie releases of the year such as Zootropolis and Finding Dory, as well as releasing classic characters, such as Rapunzel, Aladdin and many more. Story Telling Princess is a new addition to the Posh Paws Disney Princess collection. The range puts a new spin on the plush princess with new dresses that features iconic scenes from the film and a more ragdoll look and feel. 01268 567317 www.toynews-online.biz

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SHOW GUIDE CHARACTER OPTIONS

Characters Options’ 2016 brand portfolio spans girls, boys, creative play and youth electronics, as well as a pre-school line up boasting the first trade fair outing for the eagerly awaited Teletubbies collection. The six-inch Supersoft Collectables and a plush line of eight-inch Talking Soft Toys are both available as all four Teletubbies: TinkyWinky, Dipsy, Laa Laa and Po. The Talking Soft Toys each have their own sayings and phrases. Feature plush is also high on the agenda with Tickle & Giggle Po and Laa-Laa, a very lively Jumping Po, plus a Lullaby Laa-Laa night-light toy to complete the range.

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At the heart of the World of the Teletubbies collection is the Superdome Play-set, which has been modelled on the Home Dome where the Teletubbies live. The play-set features a working lift, light and sound phone, pop-up Tubby Toaster, moving vacuum Noo-Noo and spinning seats, as well as fun sound effects and music. Other play-sets include a Pull Along Custard Machine with moulded Teletubbies in spinning waltzer seat carriages and, as music is a huge part of the show, a Music Day Play-set. Individual Collectable Figures with moulded accessories and a

Family Pack of four figures in sitting and standing poses are also available, while other accessories include a Drive & Steer Noo-Noo and a Giant Pull and Play Noo-Noo activity centre. As the top pre-school licence, Character Options believes its 2016 Peppa Pig collection is one that’s ‘not to be missed’. Back by popular demand, the Classic range with figures, vehicles and playsets will reflect the themes within the show. Grandad Dog’s Pull-Along Boat, Miss Rabbit’s Train, plus many more play-sets will all be featured. The highly successful Holiday range will continue into 2016, with a cute addition of a Holiday Big Wheel, plus a Princess collection will sparkle for autumn/ winter 2016. There’s also the Peppa Pig construction range, with newly moulded figures that reflect the Peppa styling, and nine fun sets including a Deluxe Peppa’s House and

a Schoolhouse Set with four articulated figures. Sticking with Peppa, the firm’s new Peppa arts and crafts offers kids a selection of Softee Dough sets, such as the Mould N Play 3D Figure Maker with 3D moulds and five dough tubs, or Peppa’s Picnic Dough Playset, which comes with tubs of dough, a play mat, rollers, cutters and more. Completing the line-up will be the Magna Doodle, plus a floor-standing Deluxe House Easel for additional creative play for kids. There’s also lots of new products to discover within the firm’s Fireman Sam Collection for autumn/ winter 2016. The hero line is the new Electronic Pontypandy Fire Station, which is based on the brand new fire station featured in series ten, starting on TV in February. Character’s Weebles collection is set to wobble to new heights with impressive new licenced collections added to the line-up. This month sees new accessories and characters for Weebledown Farm, while

March welcomes the arrival of Paw Patrol. Central to the collection will be the Pull and Play Seal Island Play-set, plus a host of animal characters for customers to collect. Late spring will see the Teletubbies and Pull-Along Wobbily Custard Train launched as Weebles for the very first time. Also in pre-school is the launch of the Storytime Theatre, which brings bedtime stories to life on the wall or ceiling via a projector. Children can learn to read with their favourite characters, as well as projecting photo slide shows and downloaded films too. Character’s creative play division will also grow with the addition of Pom WOW, allowing kids to decorate any accessories and items in an instant. Stretch Armstrong will also be returning with his original styling, new packaging and classic play pattern. This time around, children can stretch their own figure to four times its original size. 0161 6339800 www.toynews-online.biz

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SHOW GUIDE ESDEVIUM GAMES

Esdevium’s range of Disneylicensed games will see a number of exciting new products unveiled at Toy Fair 2016. New additions to the firm’s expansive portfolio this year includes two very special licensed versions of the Dobble Card Game. Introduced in 2011, Dobble has been a smash hit

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for Esdevium and fans will be able to soon play licensed versions for both Star Wars and Cars, with the latter being a development on the younger Dobble Kids format. Esdevium will also reveal a brand new Star Wars version of its 2015 hit game, Disney Pictopia. Star Wars Pictopia will closely follow the award-

winning gameplay of Disney Pictopia, quizzing players on their knowledge of images from the legendary blockbuster movie franchise. The Pokémon Trading Card Game saw record-breaking sales across 2015, with NPD data recording 52 per cent growth from 2014. This year, Pokémon celebrates its 20th anniversary with a collection

How many London toy fairs have you been to? This is my fifth.

Early nights or drinks long into the evening? Depends on your powers of recovery!

What’s your favourite part of the show? Build up - seeing your plans become a reality. Ben Hogg, marketing manager, Esdevium Games

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What’s your least favourite part of the show? Breakdown of the stand.

Hangover tip? Fry up and lots of water. What advice would you give first timers? Speak to as many people as possible and avoid late nights.

of exclusive new products that Esdevium believes will excite collectors and TCG fans alike. Esdevium will showcase all available new products at Toy Fair, including the hotly anticipated February release of XY-BREAKpoint. In addition, a number of new products are still under embargo, but will be

unveiled to the trade for the very first time at Toy Fair. This includes a huge new top secret collectible from the creator of Zomlings, Magic Box Int. Retailers will need to visit the Esdevium Games stand to see them and check out the firm’s array of exclusive show special offers. 01420 593 593

Those attending Toy Fair for the first time should speak to as many people as possible and avoid the late nights. Ben Hogg, Esdevium

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SHOW GUIDE TOMY

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TOMY’s infant brand, Lamaze, will be officially unveiling its new identity at Toy Fair 2016. Visitors will learn more about the brand’s new vision, values, marketing and communication strategy for the year. The new range reflects Lamaze’s new identity with engaging and refreshed packaging, and TOMY will also be using Toy Fair to unveil Lamaze’s new official A-List celebrity ambassador. Following the huge success of the Foam Cone Factory in 2015, TOMY is launching additional fun new lines and will also be 162 January/February

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presenting brand new toys within its infant and toddler toy range. Having launched a successful creative play range for 2015’s box office smash hit Inside Out, the company is continuing to build its Disney Pixar portfolio into 2016 with the official toy line for the animated kids adventure, The Good Dinosaur. The firm will also be unveiling its exclusive range for Zootropolis, released in March 2016, which will boast featured plush and figure sets. 2016 will also be an exciting time for Pokémon,

which celebrates its 20th anniversary in the industry at the beginning of the year, and TOMY will be launching a brand new range of action figures for kids. Toy Fair 2016 will also see TOMY reveal what it has deemed its ‘quirkiest toy yet’, in the form of new game, Greedy Granny. Toy Fair will also be an opportunity for visitors to meet the firm’s new additions to its UK commercial and marketing department to discuss activity for the upcoming year. 020 8722 7300 www.toynews-online.biz

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2 0 r 1 o 6 f ! w e N d n a Br R I A F Y TO N O D N O L 69

Come on board and see all of our new ranges!

STAND E

For more information contact your sales agent.

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SHOW GUIDE WILD CARD GAMES

With 50 per cent volume growth year-on-year, and over a quarter of a million games sold in the UK, Wild Card Games has added several new products to its broad range of awardwinning games. Top sellers Who Knows Where, Mapominoes, Frenzi and Backpacker and awardwinners Arithmanix and Astronauts are joined by new title, Ski Run, one the

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firm deems ‘the ultimate Skiing game’. Other titles set to be showcased at Toy Fair this month is history board game About Time, and a range of 11 family travel sized games for all ages. The company is running a promotion that sees 10 per cent off all orders placed at Toy Fair for Ski Run, a game that sees players race across the mountain in a bid

to be the first back to the resort for the Après Ski. Players can plot their route across the piste map board by riding up lifts and racing down runs, while trying not to wipe out due to ice, whiteouts, jumps and the big freeze. Ski players can even chase the yeti to find his shortcuts and hire skidoos or a heliski to catch up. Elsewhere, awardwinning, leading seller Who Knows Where?, is the global location guessing game in which players race opponents to try to be the first to travel around the world by locating famous places on the world map. Over 1,000 locations are available to guess across five categories, including capitals, major cities and towns, events and facts, famous tourist sites and images of iconic landmarks from around the world. 07916 34994

MY TOY FAIR

Sean Byrne, Sales Director, Wild Card Games

How many Toy Fairs have you been to? This will be my sixth Toy Fair. What’s your favourite part of Toy Fair? Meeting all our customers, finding new ones and catching up with people in the industry. What’s your least favourite part? My least favourite part is setting up.

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Hangover tip? Glass of water and paracetamol before bed. What advice would you give those attending for the first time? Have fun and get to know other companies as everyone is helpful.

E10 New from Le Toy Van for 2016 is the Applewood Kitchen, which is a fresh addition to the company’s Honeybake Collection. A classic painted wooden kitchen for boys and girls, it is decorated with an apple motif and boasts a dual hob with clicking dials, a large oven with a viewing window, an internal shelf and a sink with removable bowl. Other features include a clock with movable hands, a storage shelf under the oven, plus a towel rail with tea-towel. The kitchen is scaled to fit the extensive collection of Honeybake play-sets, including the Dotty Kettle, Pizza, Cakes, Cookie Set, Pots and Pans. The Petilou Toddler Collection is also welcoming 20 new lines this year, with woodland creatures providing the unifying theme to the collection. Elsewhere, two new doll’s house kitchen accessory packs enhance the Aisylane Doll’s House Collection.

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Early nights or drinks after the show? I prefer drinks after the show has finished.

The sets from Le Toy Van include mini replicas of some of the Honeybake role-play toys, which include a miniature café machine and a mixer.

Finally, there will also be a fresh look for the award-winning My First Dreamhouse Doll’s House from the company. 020 8979 2036

MY TOY FAIR Sophie Bonnett, Export Sales Manager, Le Toy Van

How many London Toy Fairs have you been to? This will be my 18th.

Early nights or drinks long into the evening? I like to alternate between the two.

What’s your favourite part of the show? My favourite part is meeting with people from all aspects of the trade.

Hangover tip? Coffee, coffee, coffee and lipstick. Lipstick makes everyone feel better.

What’s your least favourite part? My least favourite part is running out of time. Maybe it should be a four day show in the future?

What advice would you give those attending for the first time? Keep your eyes peeled. Time is precious and you don’t want to miss anyone.

www.toynews-online.biz

12/14/15 16:30

BRAND NEW DINOSAUR RANGE!

SURPR ISE PUZZL E TOYS

3D MODE PUZZL L ES

EXCITING JIGSAW PUZZLE FORMATS ALSO AVAILABLE

VISIT US AT LONDON TOY FAIR, STAND E46! Jumbo Games, 2 Carters Row, Hatfield Park, Hatfield, UK, AL9 5NB Telephone: 01707-289289 Email: uk.saleshotline@jumbo.eu www.jumbo.eu

Toy News Jumbo DINO DEC.indd 1

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SHOW GUIDE BIGJIGS

H39 London Toy Fair will play host to the launch of two new brands for Bigjigs Toys this year, in the form of PlayColour and Petit Collage. The company will be displaying hundreds of products and ranges at the show for 2016, including Bella and Bruno plush accessories, more pull along animals, stacking toys and various new games for its customers. Currently the firm carries toys including dolls, role play items, wooden jigsaw puzzles and more. Owing to the awardwinning success of

MY TOY FAIR

Liz Ireland, Director, Bigjigs Toys

How many London Toy Fairs have you been to? 16 years (without a break) at Toy Fair. Our first stand was nine sq mt, but our stand for the last few years has exceeded 80 sq mt. What’s your favourite part of the show? My favourite part is meeting as many customers as we

EDUK8 WORLDWIDE As well as EDUK8’s everpopular Belly Bump Balls, wooden toys and science ranges, the firm is launching an exclusive range of large outdoor playmat games at Toy Fair this year. The company’s Snakes and Ladders and Ludo game mats are 180 x 160cm and have a unique large Dice Dome. Kids just push the button at the top of the dome to ‘roll’ the dice. Also launching are the Crocodile Hop and Large Numbers Games, each supplied with large jumbo inflatable dice. All the playmats are water and heat resistant with UV protection, suitable for outdoor play. The firm’s giant outdoor games have spin-offs in the form of mini board games with dice domes. Also new is a range of Premium Trikes. The Baby Trike has many useful features, which includes a full 360 degree adjustable seating position with reclining facility. 166 January/February

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can that have supported us over the year. What’s your least favourite part of the show? It has to be knock down. Early nights or drinks long into the evening? Early nights – it’s an important show. Afew drinks, yes, but never

enough to get a hangover. All show days are long, busy days. What advice would you give those attending for the first time? Bigjigs first exhibited in the Greenhouse section of the show – an area specifically designed for first time exhibitors and up

Dinosaurs and Farm themes, which launched back in 2015, the firm is integrating more popular themes into the railway range for the New Year. In addition to this, the railway range is ever increasing with two new themes for 2016, including Fire and Rescue and Pirates. The Fire and Rescue theme combines real life scenarios of adrenaline fuelled rescue missions, while the Pirate themed set will bring to life the history of pirates in any playroom for kids. 01303 250400 and coming companies into the industry. Apart from our stand, this is my favourite part of the show. What’s on offer is varied and often new to the industry. Newcomers, whether exhibitors or retailers, should take their time to walk the hall. Toy Fair is a wonderful barometer of what’s going on in the industry.

GREENHOUSE 42 Elsewhere, the budget Trike will suit the younger rider, the Twister Trike’s rear 360 degree Caster Wheels enable quick turns and great sliding moves, while the Retro Trike is sturdy, great looking and well built. 01434 672 336

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visit us ! Fair y o T t a

Only available from Telephone: 01420 593 593 Email: Sales@EsdeviumGames.com

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SHOW GUIDE SPIN MASTER Paw Patrol started and ended 2015 on a roll as the top new toy property (NPD EPoS YTD November 2015). Paw Patrol was the number one contributor to Nick Jr. in October with 37 per cent of the channel’s ratings, and over 8.1 million viewers have tuned in since launch. With season two episodes now airing on Milkshake from Monday to Friday, and season three already in production to go on air in 2016, a new product range is also now on the way and will be TV advertised from spring onwards. 2016 sees the introduction of further puppy breeds into the Chubby Puppys line, along with fashion accessories from spring. The introduction of Chubby Puppy Friends sees a new range of kitties and bunnies with the same adorable features. The Ultimate Dog Park and Playtime Packs will carry forward. The range will be TV advertised in spring with the new interactive website giving details about breeds and fun activities. Bendaroos is back and now available in 3D. The traditional sticks will be available in three sizes, alongside 3D wax shapes for free play and two theme kits, where Bendaroos can be moulded and applied to create 2D scenes. The range will launch with a DR campaign, which kick started its massive success last time, creating over $45 million sales worldwide in its first year. 2016 sees a Kinetic Sands brand expansion with Kinetic Sand BUILD, a newly developed compound which has the fluidity and tactile feel of Kinetic Sand, but with ‘more magic’, helping the sand to hold its shape while kids play. There will be four dualcolour refill sets alongside the Bakery Boutique and Crash ‘Em Car Set. Both sets include two colours of sand along with multiple moulds and accessories, and the packaging works both as the play space and storage. 168 January/February

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The core Kinetic Sand range will be developed further with new play-sets such as Ice Cream Treats, the popular Sandbox Set expanding to three colour choices, and a new Paw Patrol play-set featuring three colours of sand and pup moulds. Elsewhere, Air Hogs will be introducing the unique but easy to fly Hoverblade 360 for spring. The remote controlled boomerang is made from high-density foam with a slider controller that makes it simple to operate. Users can press the throttle then watch it spin and soar. It then flies back to users like a boomerang and performs tricks and stunts, indoors and outdoors. March sees the new release of Batman v Superman: Dawn of Justice, and as the perfect partner for Spy Gear, a range of

four Batman themed Spy Gear products are being introduced in 2016. There will be three new low priced Micro Bat Gear items on sale focusing on detection, distraction and illumination that can be attached to the Utility Belt, which comes with a Sensor Alarm. The Batman Night Scope boasts three times zoom and has a pop up night light, which illuminates in the shape of the Batman logo, while the Batman Night Vision Goggles are also shaped in the iconic Batman logo. Sticking with blockbusters, also new for Spin Master in 2016 are The Secret Life of Pets and Angry Birds. Both ranges will feature plush, collectables and play-sets, which will all be

on sale in time to support the films’ launches in late spring 2016. Meccano continues to inspire kids to build and then play while learning real mechanics. For example, 2016 will see an elevation in the build experience and an

expanded range of junior, metal and electronics based Meccano toys. The new 10 Model Set has a dinosaur theme and features an articulating spine joint, polycarbonate hip joint, moving jaw and lenticular eyes, which provide a realistic movement and look. Over the New Year, a number of licensed Meccano products will also be introduced for customers to purchase, the first of which is the Ducati Monster 1200cc motorbike. The model comes with working steering and coil spring suspension, plus it also boasts multi piece wheels. 01628 535000 www.toynews-online.biz

12/14/15 16:35

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SHOW GUIDE WINNING MOVES

E115 2016 sees Winning Moves join forces with Star Wars to launch Star Wars: The Force Awakens Top Trumps. The new game sees characters from the latest installment in the blockbuster saga make their debut in the now iconic card game. Elsewhere, Disney Pixar’s friendly-but-forgetful blue tang fish is getting the Top Trumps treatment in Disney’s Finding Dory Top Trumps pack. Paw Patrol fans can join Firedog Marshall, Police pup Chase, fearless Skye and the rest of the heroic pups on their adventures within the special Paw Patrol Top Trumps Collectors tin. The tin boasts stats on all the different special skills, gadgets and vehicles that help them on their rescue missions to protect the community. This year also sees Universal’s The Secret Life of Pets hit cinemas, and the new movie is also getting a Monopoly makeover.

MORNING FAMILY Morning Family is a passionate and dynamic team that wants to invigorate the board game market. Since 2011, the firm has been working on improving, publishing and distributing board games. Boasting a fully integrated supply chain and a logistics service dedicated to crowdfunding campaigns, Morning Family has established itself one of the industry’s most active companies when it comes to sourcing. Among the publishers that the firm is distributing in Europe, the Morning Family is taking care of the Stonemaier Games, headed by Kickstarter guru Jamey Stegmaier. After the success of Stonemaier Games’ Euphoria, it followed up with Viticulture Essential Edition, edited by Uwe Rosenberg (Agricola, Bohnanza) and Between Two Cities, which was a massive success at Essen Spiel in 2015. 170 January/February

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The game will reveal what life is really like behind closed doors when animal lovers leave the house, as players choose squares and discover the real pet personalities in the home and the mischief that goes down when no one’s around. Game of Thrones fans can battle against family and friends to discover who should claim the Iron Throne with Winning Moves’ Game of Thrones Deluxe Risk. HBO’s multi award-winning US fantasy drama series has now been immortalised in this special licensed collector’s edition of the classic game. Fans of the series can take command one of seven houses of Westeros and Essos and prepare to battle across two maps using beautifully crafted armies. Toy Fair 2016 will also see the unveiling of all new product innovation that will only be showcased at the Winning Moves stand at E115. 0207 298 9507

GH7

Gamers are now highly anticipating the release of the $1.8m Kickstarter funded Scythe. Morning Players, the publishing house of the

Morning Family, just released its first board game in the form of Kumo Hogosha. A strategy game for two or four players, the game sees players competing

in old Master Kenji So’s tournament to find the new Kumo Hogosha, Guardian of the Cloud Temple. Players can battle other Kumotori and succeed to

push the Stone of Balance into an opponent’s camp first, but the rotating arena can change the odds at any time. +33 9 72 37 57 21 www.toynews-online.biz

12/14/15 16:42

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SHOW GUIDE VIVID

Off the back of a stellar AW15 performance, Vivid’s Thunderbirds Are Go range will have even more fire power this year. Kayo joins the figure range, along with Brains and his Robot Helper Max. FAB1 and Thunderbird S are new vehicles, while a Thunderbird 5 vehicle will be out in AW16. New categories for the brand include diecast models, as well as games and puzzles. All-new for AW16 will be the 50cm Supersize Thunderbird 3 play-set, which will come with three different play modes, lights and sounds, as well as launch smoke. Fans of Batman v Superman can use the new Laser Battle Set to battle to become the victor. It comes with sound effects, lights and automatic scoring. Elsewhere, Fungus Amungus is set to be the hot collectable of 2016, with over 100 icky sticky figures to be collected that can be squished and flung. Funguy figure packs, including the Toxic Chamber and ExGerminator, will be 172 January/February

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available for purchase in spring 2016. Real FX 2.0 is set to introduce new adjustable traction control and brand new car colours. Sticking with tech, consumers can aim and fire virtual arrows at an opponent’s bow or do target practice against the free app on a tablet with Vivid’s Laser Arrow. This year, kids can create their very own emojis with PIXL and then bump characters together to swap and share with friends and unlock secret animations.

New for SS16 is the Harry Kane range of football inspired toys to help young footballers develop their ball skills, which includes the Skills Ball, Volley Blaster and Goal Blaster. A proven winner in the outdoor category, Phlat Ball will be available in new fusion inspired colours, as well as neon colours in the junior range. Elsewhere, giving Flying Paper planes a revamp this year is the ADX Launcher, which allows kids to shoot planes and achieve over 30m flight lengths.

Meanwhile, brand new for pre-schoolers this autumn is Chuckle Ball, a motorised ball that encourages development of gross motor skills as it erratically rolls and bounces around. Also new from Vivid this year are Zippeeez, cute collectable characters full of miniature magical movement, which will hit shelves in the autumn. The range comes at a variety of price points from £4.99 to £29.99. Charm U is the new wearable, tradable, collectable with adorable and attachable character

charms, while following the phenomenal success of the Chocolate Pen in AW15, Real Baking will be extended in AW16 with a range of fun and easy-to-use baking equipment for kids. On the plush front, Oodlebrites is a new range, which magically change colours when you tap them. 01483 449944

www.toynews-online.biz

12/14/15 16:43

COME AND VISIT TOMY AT LONDON TOY FAIR Stand 520 • The Gallery

TO FIND OUT MORE CONTACT THE SALES DEPARTMENT ON 01392 281 928 OR UKCUSTOMERSERVICES@TOMY.COM London Toy Fair Advert 230x315mm.indd 1

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SHOW GUIDE VIVID 2016 sees Crayola celebrating its 100th Birthday within the UK with a full-year of special Crayola experiences. Responding to the current trend of adult colouring, Crayola is launching a range of colouring books and stationery. New for 2016, Crayola Games has three fun games for all the family. 3,2,1 Draw it! See it! Sketch it! Shout it! is a quick draw game with endless possibilities, while Scribble Scramble Erase Against Time requires players to be fast or be wiped out. Finally, Doodle Delirium is the firm’s new doodling, modelling and guessing game. Elsewhere, the new Cling Creator lets kids create clings that stick and peel on many surfaces. For hours of fun, budding artists can doodle with the new Twirl & Whirl Turtle stamp, stencil and Spirograph, while Marker Maker with Emoji Stampers allows kids to make their own colours and markers. Brand new within the Color Alive portfolio is the Easy Animation Studio, allowing anyone to easily create animated movies. Creations has a brand new look for 2016, showcasing the exciting partnership with tween trend leader Fashion Angels. Also new for Vivid this year is Nocto, a light-up bat

B70

with plenty of ‘batitude’. Boasting over 50 interactive features, including six different moods, each with associated lights, expressions, sounds and movements, the firm is expecting big things when it lands in AW16. The Care Bears brand is expected to grow further

with the introduction of figure assortments in spring and cute new Care Bears Cousins for AW16. Sticking with all things cute, the Kitty Club line of collectable kitties, each with flocked fur, blinking eyes and interchangeable hat accessories, launches in spring.

Animagic returns for 2016 with a range of new items including the cute, cuddly (and hungry) Feed & Care Pets and Patch My Pretty Puppy, an adorable puppy who loves being brushed and cuddled. The loveable Scruffies range is also set to arrive in AW16.

DRUMOND PARK

B70 Following another strong sell through across the children’s, family and adult game range in AW15, Drumond Park, a division of Vivid Imaginations, is set for an even better 2016. The firm is welcoming three new children’s games to its portfolio this year. The very successful Barbeque Party for preschoolers will be joined by Pickin’ Chickens. Players must watch out for Mr Fox to jump out of his tree stump as they hunt among the hen houses. There’s also plenty for kids to enjoy with the new grasping clasping grappling

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Finally, Vivid’s Animagic Rescue Hospital starts the year off with the launch of the new series three collectable figures. The firm is confident these will be a big hit, alongside the new actionadventure vehicle SKUs. 01483 449944

game of Crazy Claw, launching in AW16. For older children, Drumond Park is introducing Dig In, the frenetic scrabbling and searching game. The firm will also be pushing its popular Og on the Bog game. Players will have to suffer disgusting farts and gruesome grunts as they attempt to steal loo rolls from under the nose of Og the Ogre. Trigger a noise and if he farts, players lift a loo roll or if he shouts, your turn is over. But if the toilet explodes, a player loses all their loo rolls and has to start again. 01483 449944

www.toynews-online.biz

12/14/15 16:50

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SHOW GUIDE GOLDEN BEAR Golden Bear is heading into 2016 with exciting new additions to its Twirlywoos collection. Inspired by the popular TV programme created by children’s TV legend Anne Wood, this year’s toy range will be headed up by the Run-Along Fun Sounds Twirlywoos. Mimicking their iconic `run’ sequence from the show, the Run-Along Twirlywoos will be available in all four characters; Great BigHoo, Toodloo, Chickedy and Chick, with each character saying their signature sounds as they run along. The line will launch this month and will be supported with an extensive campaign across TV and digital platforms, as well as PR activity. The Twirlywoos range will also see new introductions in the form of the Quacky Bird Soft Toy and the mischievous Fun Sounds PeekaBoo, complete with warbling sounds and textured fabrics. The company’s In the Night Garden range will continue to expand with new products, including the Explore & Learn Musical Pinky Ponk, which offers a whole host of features for pre-schoolers to enjoy. Heading up the plush collection is My Best Friend Igglepiggle, which has two modes for day and night play with special feature open/ close eyes. Igglepiggle’s Bedtime Boat offers an array of features, including music, stories, light show and a soothing night-light. Super Duggee joins the A/W collection dressed in his superhero outfit and cape. He features fun superhero sounds, just like in the show. A further Duggee Talking Soft Toy is being introduced and also a small

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sized Duggee along with Enid the Cat. New items for AW include the Push and Go Fire Engine, which comes complete with Duggee figure. Kids can push it along to see Duggee wobble up and down, while the Squirrel Club Activity Set features all five Squirrels, Duggee, work benches and a playmat. The Go MINI range will see the launch of the Light Up Twin Turbo Raceway designed to appeal to children from three to eight years old. The massive loop lights up from the cars as they go upside down and race around the track in the dark. New vehicles will also be introduced to the range in the form of the Key Racers and the Stunt Racers Twin Pack. The company will also be launching a brand new in house development in the form of Sleep Tight All Night (patent pending). Designed to teach children when to sleep and when to wake up, the innovation within the product is centred around scientific studies

on sleep and the colours associated with either aiding or inhibiting sleep. The Mr Tumble Something Special brand will see the 2016 collection refreshed with a new look Mr Tumble who has appealing facial features and a bright, colourful outfit. Feature plush includes Mr Tumble with iconic Tumble Tap and a Mr Tumble car joins the range with its many features. The company’s colourful `kid tough’ pre-school construction range, My First JCB, will see the Stacking Stanley Mega Truck join the range in Summer 2016. Measuring 44cm long, the truck is the largest vehicle in the company’s popular Big Wheeler range. Also new will be the Big Wheelers Action Team pack, which includes popular characters Joey, Doug and Freddie. Oddbods is a collection of humorous 3D animated sketches which launched on YouTube last January and hit TV screens on CiTV back in November, with new seven

How many Toy Fairs have you been to? 2016 will be my fifth show.

into the evening? Depends on what night – a bit of both never hurts.

What’s your favourite part of the show? Setting up and seeing the stand come together

Hangover tip? A banana and packet of Wotsits.

Early nights or drinks long

Advice for first timers? Pack some flat shoes!

minute episodes airing on Boomerang in February 2016. Aimed at children aged four to seven, the new toy range reflects the core values and humour of the show. Consisting of plush, collectible figures, vehicles and play-sets, the toy range will launch summer 2016.

The Golden Bear stand will feature all key licensed products including firm favourites Woolly & Tig, CBeebies Bugbies, Sooty and Forever Friends. Some exciting new licences for 2016 will also be showcased at the event. 01952 608308

Setting up and seeing the stand come together is my favourite part of the show. Katherine Pierce, Golden Bear

www.toynews-online.biz

12/14/15 19:15

Get ready to scream to the extreme with five all new Thrill Rides under £50 for 2016! With lower price points kids will now be able to collect and build: Clock Work, Infinite Journey, Electric Inferno, Cobra’s Coil and Revolution Ferris Wheel to create their own theme park. Supported by heavyweight TV, Online and Digital Campaigns across 2016. SALES HOTLINE 01189 253270 KNEX.CO.UK Come and see us at London Toy Fair Gallery 510 and Nuremberg Toy Fair Hall 12.0, Stand F04

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SHOW GUIDE E49

H GROSSMAN H Grossman is introducing a whole host of merchandise from the upcoming Ghostbusters movie this year. London Toy Fair sees a comprehensive line-up of scooters, skateboards, pogos, helmets, bikes and a spectacular range of pocket money items from whoopee cushions to wobblers. ‘If you want Ghostbusters you know who to call,’ says the firm. Continuing the movie theme for 2016 is The Secret Life of Pets and HGL has the license for wheeled goods and pocket money toys with a full selection from scooters to sand sets on offer. The Ozbozz brand is renowned for great outdoor products and this year sees a whole selection of new offerings including exciting new scissor scooters, speedy folding scooters (with speedometer) in new colours, satchel scooters, light up scooters of all types, a new pro scissor scooter and lots of new

KIDKRAFT

styles across pogo sticks, hog trikes and the bestselling Nebulus, Torq and Elektra ranges. The award-winning My First Scooter has been revamped with a new folding system and new colours. For older children, check out the brand new Mannix Stunt Scooter in a variety of different colours. Dinosaurs will never go out of fashion and 2016 sees even more introductions in the mighty Megasaur range. 2016 sees the introduction of a Mega Megasaur set which will present 30 Megasaurs in one pack. Car Trax and Train Trax have been award-winning, best-selling lines in 2015 and will have new line extensions for 2016, as will Sand Sets. In total, HGL will introduce over 100 new pocket money lines for 2016 from water wrigglers to whoopee cushions, skipping ropes to slime balls. 0141 613 2525

E79 KidKraft has a whole range of new products being showcased at this year’s London Toy Fair. The Disney Cinderella Royal Dream Dollhouse by KidKraft has everything a princess needs to relive her favorite fairytale. The dollhouse includes 11 pieces of royal furniture, a glass slipper and a gold hanging chandelier. There is five rooms of open space to play and decorate, as well as gold attic doors that open right into Cinderella’s sewing room. The firm also has a Dinosaur Toddler Bed that is constructed lower to the ground for easy access and will also simplify the transition from crib to a regular bed. The firm also has a new Modern White Kitchen, a fresh Kitchenette and a new range of floor puzzles and peg puzzles on show at this month’s fair. All signs point to an exciting 2016 for KidKraft. 0031203058620

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SHOW GUIDE CLEMENTONI

Clementoni is proud to be showcasing a host of new products for 2016 at the London Toy Fair, putting a strong focus on the infant market with Baby Clementoni as well as the education and development category with science and puzzles product launches. The two stars of the show for Baby Clementoni will be Sandy Cuddle and Learn Bear, an interactive development plush for babies six months plus, and a pink version of the hugely popular Baby T’Rex, for babies of 12 months and older. Sandy Cuddle and Learn Bear will be TV promoted and parents can also download an app which brings Sandy to life for little ones on a screen. Children can learn ABCs and numbers, as well as develop their hand/eye co-ordination. Baby T’Rex has been a huge hit for Clementoni through 2015 and 2016 will see the new and improved pink version, which is also TV advertised, complete with a rattle which interacts 180 January/February

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with Baby T’Rex to make her move around. Also in the line-up is the Firetruck, designed to teach first letters, numbers, shapes and colours and aimed at babies nine months and above. For toddler years, the Rally Tumbling Car is a fun R/C which teaches numbers through rhyme. The Science category has always been strong for Clementoni and ‘Create your Crystal’ has been a top seller throughout 2015. Adding to the range for 2016 is Clementoni’s Cyber Robot, a programmable robot which is directly controlled via an app on smart phones and tablets with Bluetooth connection. Cyber Robot registers and executes all demands in real time and comes complete with sound effects and lights to add to the robotic experience. Children can also take photos and videos while Cyber Robot is in action to capture their finest commands. Included within the four play modes is the

‘Self Learn’ where Cyber Robot will register all commands and reproduce the saved paths. Cyber Robot can also be played with offline in a manual programme mode. The Mechanical Laboratory is a modular construction system with varying levels of difficulty

offering little ones strong play value. The kit comes with over 200 pieces with almost 50 constructions possible including a helicopter, car and crane. Clemetoni Puzzles continue to be a strong foundation of the business and the adult category

continues through 2016 with high quality offerings. New launches for children are tied into popular licences from Nickelodeon, Disney, Pixar and Dreamworks, including key theatrical releases such as Finding Dory and trending properties like Tsum Tsum. 0208 7821134 www.toynews-online.biz

12/14/15 16:52

Introducing two fresh bananas to the bunch!

Ripening the skills of Top Bananas in training!

New party tiles add an energetic twist to the classic game!

Still driving people bananasâ&#x20AC;&#x201D;10 years later! Celebrate our 10th Bananaversary at The BANANAGRAMSÂŽ Lounge (#G122)

Stand #E115 +44 (0) 207 298 9500 sales@winningmoves.co.uk www.bananagrams.com

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SHOW GUIDE HOUSE OF MARBLES

Working on the edge of Dartmoor in Devon, House of Marbles has been supplying some of the best-loved traditional toys since 1973. The firm states that ‘all are made to a gorgeously high standard and benefit from attractive packaging and fantastic price points’. There are some exciting new products from House of Marbles at this year’s London Toy Fair, including a striking collection of PullAlong Wooden Toys from the 182 January/February

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firm’s brand new Tiddlytots pre-school collection. Bright and colourful, they come in a variety of beautiful designs and have been specially made for little hands and inquisitive minds. Also new for 2016 are two recently added designs to the House of Marbles’ successful and ever-popular Adventurers range. Children can discover the world with this handy set of camping essentials which includes a very clever Pocket

Folding Knife, Fork and Spoon Set as well as a top quality ‘Big Trill’ Whistle. Drawing on a current trend with the traditional toy sector, each boasts a retro feel and ‘will provide endless outdoor entertainment for any child’. House of Marbles also boasts a selection of nostalgic treats including the classic Cat’s Cradle, brightly coloured Spinning Tops and a vintage looking Giant Play Castle

– favourites that are as popular among youngsters now as they have ever been. Many have been packaged in eye-catching counter displays making them an excellent feature in any shop, appealing to both kids and their parents. The range has been tailored to ensure something a little different is offered, a move the firm believes that makes ‘it the perfect choice for any retailer searching for something unique in

the world of toys today’, and that it offers the ‘ideal antidote’ to the increasing level of importance placed on technology within the children’s market. The firm’s full range of toys, games, puzzles, novelties and books can all be found in a brand new catalogue online at www. houseofmarbles.com/trade. All this and more will be on display at the firm’s stand this year’s Toy Fair. 01626 835358 www.toynews-online.biz

12/14/15 16:54

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SHOW GUIDE UNDERGROUND TOYS

To mark another year at London Toy Fair, Underground Toys will be delighting visitors with a plethora of new products from both existing and brand new ranges. The displays will include Star Wars, Marvel,

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Ghostbusters, Yo-Kai Watch, WWE, Doctor Who and the hugely popular POP! Vinyl Figures, just to name a few. The Star Wars talking plush range continues to grow, with many new items added to the existing range. New characters are based

on the Star Wars: The Force Awakens film and includes the astrobot BB-8, Kylo Ren and the 12” Death Star Premium Plush, with green LED laser lights and sounds. Underground Toys is also excited to unveil a new range of Star Wars homewares products available in most of Europe. Products such as Darth Vader Oven Gloves, a Lightsaber Cutlery Set and Death Star Kitchen Timer

will be on display and are bound to brighten up any Star Wars fan’s home. Underground Toys has also developed a host of Captain America: Civil War talking plush to sit alongside its existing Marvel range. These will include the characters of Black Panther, Captain America, the Winter Soldier and Falcon. New to the Underground portfolio and to be shared for the first time is the Yo-

Kai Watch range. Visit the firm’s stand to get a sneak peak of what’s in the new gifting range. It will include drinkware, talking pens and keychains, alongside storage containers and throws, all to complement the popular animation series. Underground will also be unveiling the newly acquired Assassin’s Creed licence, with the range including products such as ice trays, bookends and throws. Finally, the giant range of POP! Vinyl figures will be on the stand, across every imaginable licence from Ghostbusters and Harry Potter to Doctor Who and even Sherlock. As well as Star Wars: The Force Awakens, Captain America: Civil War and Batman vs Superman figures are also being revealed for the first time at the show. These new lines will sit alongside other Underground ranges such as Vinyl Dorbz, POP! Tees and Mopeez. 0207 801 6325 www.toynews-online.biz

12/14/15 16:56

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SHOW GUIDE THE PUPPET COMPANY

For a few years now, The Puppet Company has been designing a range of puppets called ‘Hide-Aways’. As the name suggests, these sets of puppets all have somewhere to ‘hide’. It could be like the Mouse Family’s big slice of cheese or the firm’s Grey Rabbit hiding in a lettuce. The latest addition to this range is The Puppet Company’s Old Tree and Pond. This features a gnarled old tree with seven residents including a Tawny

MY TOY FAIR

Peter Lockey, director, The Puppet Company

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Owl, Kingfisher, Robin, Frog, Mallard, Greater Spotted Woodpecker, plus sitting very proudly on the top is a Blackbird on his nest incubating three eggs. All the seven birds and animals are finger puppets and the surface of the pond gives the impression that a little breeze has just rippled the surface on which the Mallard can go for a swim. The Kingfisher can perch on either branch so it’s able to keep an eye out for some lunch.

Other new additions to this best selling range are Rabbit Hill House, Under the Sea House and the Dinosaur Volcano House. Each new ‘Hideaway’ comes complete with assorted finger puppets and a playhouse for them to live in. One of the Company’s most successful new launches has been the Wilberry European Wildlife and World Wildlife soft toy collections. These soft toys come in a

full colour counter top display box or can also be purchased individually. They are made by the same factory that makes the firm’s Wilberry Rabbits, a

How many London Toy Fairs have you been to? This will be our 10th London Toy Fair. It is always a good show with some splendid displays and products.

the prospect of making some new contacts.

a good meal and a glass or two or Merlot please.

What’s your least favourite part of the show? Always breakdown. The best bits are over and now it’s just hard work.

Hangover tip? Match every glass of wine with one of sparkling water. I haven’t had a hangover for 20 years since a French friend gave me that tip.

What’s your favourite part of the show? The first day is always my favoruite as it is exciting with so much to see, plus

Early nights or drinks long into the evening? Early nights for me. After

factor the firm beloeves allows customers to ‘know the attention to detail on these twelve different animals is going to be superb.’ 01462 446040

London Toy Fair for the very first time? Have a great quality catalogue and take plenty of water, sweets and snacks. But best of all, treat yourself to a mini-fridge and have your drinks ice cold. Yum!

What advice would you give to anyone attending

www.toynews-online.biz

12/14/15 16:58

IMC TOYS TO LAUNCH NEW MICKEY MOUSE TOY RANGE “Mickey Mouse Clubhouse” and “Mickey and The Roadster Racers” ranges to launch across EMEA in 2016 and 2017 respectively. The highly anticipated action-packed animated series “Mickey and The Roadster Racers” follows in the footsteps of the hugely successful series “Mickey Mouse Clubhouse”, and is set to entertain preschoolers around the world when it makes its debut on Disney Junior in 2017. Barcelona based, IMC Toys will be launching a brand new toy range as of summer 2016 throughout all EMEA territories. The new range will embody all the imagination of Mickey Mouse and draw upon key branding attributes. The launch will be supported with a fully comprehensive marketing campaign. Jordi Borrell, Chief Marketing Officer at IMC Toys stated the importance and honour to be moving forward the responsibility of this Disney preschool flagship property. Production is revving up on the animated series “Mickey and The Roadster Racers”, a madcap car-racing adventure for preschoolers featuring Disney’s #1 star, Mickey Mouse, and his pals Minnie, Pluto, Goofy, Daisy and Donald. Slated to debut in 2017 on Disney Junior channels

and programming blocks around the world, the series takes the Sensational Six and their uniquely personalized vehicles on humorous high-spirited races around the globe plus hometown capers in Hot Dog Hills. IMC Toys will launch a complete range of collectible articulated figures, playsets and vehicles enjoying surprising new features. 1st phase of the launch will take place in 2016 and will embrace both a total new range of Mickey and Minnie products while warming up for the arrival of a complete new line up for 2017 accompanying “Mickey and The Roadster Racers”. Borrell commented, “I truly believe on the one hand, we have nailed down a very competitive price in our range of products while on the other delivering to children a sense of adventure and family values within a hilarious creative environment”. IMC PR Contact Olga Comes ocomes@imc.es

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12/3/15 14:32

SHOW GUIDE BLADEZ TOYZ

Since 2007, Bladez Toyz has propelled to success, and the company is now a major player in the UK and international toy markets. With distribution in the UK, US, Australia, New Zealand, Europe, UAE, Brazil, Chile and Asia, Bladez has now broadened its distribution across the globe. The firm’s range of radio control products has grown into a family of favourites all over the world, as it includes a plethora of well-known

MY TOY FAIR

Iain Morgan, CEO, Bladez Toyz

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characters from blockbuster movies, such as Star Wars, Minions, The Good Dinosaur, Big Hero 6 and many more. The portfolio currently includes classic characters including the likes of R2D2, Darth Vader, Yoda and launching in January is the new favourite droid, BB-8. BB-8 is an RC Inflatable toy, which comes complete with sound effects from The Force Awakens. The toy company says it has had a fantastic

response to BB-8 from various retailers, as well as consumers, as the new robot joins the Star Wars RC Inflatable family. Featured as an exclusive prize in Peter Jones’ 12 days of Christmas Twitter competition, the Bladez RC Inflatable BB-8 received an incredible amount of entries from hopefuls, all crossing their fingers to win the prize. As well as the hugely popular RC Inflatable Range, Bladez is also continuing

to expand its ever growing collection of flying RC Toys, with its new selection of drones and micro gadgets available in many skill levels and styles. At Toy Fair 2016, Bladez will be launching an entire new range of pre-school toys, including some of the years’ hottest licences, including Teletubbies and Peppa Pig. The range will include radio control inflatables, nightlights, outdoor toys

How many London Toy Fairs have you been to? This is our ninth Toy Fair.

new lines, and so to be able to gauge responses from retailers is really valuable to us.

Do you prefer early nights or drinks that go on long into the evening? I prefer to have drinks... but only a couple, honest.

What’s your favourite part of the show? My favourite part of the Toy Fair show is getting to showcase all of our newest lines to new and existing customers at the show. We work all year round on our

What’s your least favourite part of the show? My least favourite part is that Toy Fair is one of the only annual trade shows that we genuinely really enjoy from start to finish.

What’s your ultimate hangover tip? My hangover tip would be to tuck into a hearty breakfast in the morning and drink lots of water.

and playmats and exclusive Teletubbies furniture lines that will bring a whole new dynamic to the Bladez catalogue of toys. To book an appointment to view all of the Bladez lines launching at Toy Fair in London, contact trade@ bladeztoyz.co.uk, or call 02392 658 255 to secure your slot. Bladez Toys asks guests to please note that appointments are limited. 02392 658 255

What advice would you give those attending for the first time? My advice would be to make sure you’re really prepared for the unexpected. Trade shows never run as planned, and hiccups will most definitely occur. Also, drink plenty of water as you’ll be talking continuously for two days.

www.toynews-online.biz

12/14/15 17:02

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12/10/15 11:48

SHOW GUIDE FIESTA CRAFTS

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Fiesta Crafts has added to its range of fun, educational and practical toys for 2016. Children can let their imaginations run wild and enjoy hours of fun with the new Stickabouts range. Designed to encourage creativity, each set comes complete with a themed play scene to set the scene and glue-free character stickers that they can use to create stories on the scenes or place on smooth surfaces around the house. Being glue free makes them a perfect travel toy too, and the stickers can be wiped with water and reused as many times as children like. They can be stuck to pretty much any surface, then quickly and conveniently removed leaving no residue. Completely reusable, Stickabouts are long lasting and provide endless play opportunities for younger children who enjoy storytelling, decorating or just having fun. 190 January/February

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Stickabouts are available in eight themes: farm, fairies, pirates, princess, knights, horse riding, dinosaurs and safari. In addition to the Stickabouts range, the new range of Cush N Case toys are soft, loveable and extremely practical. It’s a cosy animal cushion that comes with a cute little cuddly toy that also is a travel case. They are great to play with, to use as a booster seat, sleeping on or taking on adventures inside and outside the home. The Cush N Case is also a great travel accessory, with zippered storage for those little bits and bobs that children simply ‘must’ take with them. Kids can also cuddle up to the comfy Cush N Case and sleep on it during those long car and plane journeys. The super soft cushions are designed in tiger and cat animal faces, featuring ears and beautifully sewn whiskers, noses and eyes. 020 8804 0563 www.toynews-online.biz

12/14/15 17:03

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02/12/2015

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12/4/15 10:13

SHOW GUIDE CLICK DISTRIBUTION

2015 proved to be a significant year in the development of Click. The firm’s second office continues to be a success and the number of staff within the business has doubled in past year. 192 January/February

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‘2015 proved to be a fantastic year in terms of turnover and profit for the business and expectations for 2016 is high’, reads a statement the firm. ‘It’s important we continue to

drive the business forward and on paper it looks like it’s going to be a good year. ‘We are extremely fortunate in that we have some incredible new partners on board for 2016,

the likes of Jakks Pacific, Zuru, IMC and EOLO to name just a few.’ Sales of football cards are on the rise and the latest season of Match Attax has so far been the biggest

season in the history of Click Distribution. With a Euro 2016 tournament kicking off in a few months, the firm sees no sign of football sales slowing down. Elsewhere, Tsum Tsum is a licence that Click is backing heavily in 2016. The firm will be launching the collectables range from Zuru this month, along with bags from Trademark, jewellery from Icon and stickers from Panini. Click Distribution also has some new Star Wars ranges launching first quarter this year, as well as lines based on Finding Dory, Frozen, Princess, Marvel, Captain America: Civil War and Trolls. ‘London Toy Fair is extremely important to us as a business,’ said the firm. ‘it’s an opportunity for us to see a large percentage of our customers in one place at one time and enable them to see our exciting new ranges for some of the year.’ 01604 877888 www.toynews-online.biz

12/14/15 17:04

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Toy News

Job Number:

4364

Signed-off by:

Thomas Randrup

SHOW GUIDE MARVIN’S MAGIC

Marvin’s Magic says it is recognised as the trusted brand leader and number one for magic worldwide. The company is steeped in magical heritage and is at the forefront of innovation, with Marvin working with the most highly respected names in magic. In 1987, Marvin’s Magic launched its first professional magic made easy range within the toy store Hamleys of Regent Street in central London. Approaching its 30th year, Marvin’s Magic continues to run successful magic shops within some of the world’s most prestigious stores, as well as having great High Street presence and expansion internationally. 2015 has been another remarkable year for Marvin and the Marvin’s Magic team members. The team has won a string of awards from two separate industries including the British Magical Society’s Cup for Outstanding Contribution, the British Toy and Hobby 194 January/February

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Association’s top honour for Outstanding Contribution and the celebrated Magic Circle Maskelyne Award for services to British Magic, the most respected award in The Magic Circle, presented exclusively to those at the peak of the magic industry. Marvin’s Magic has consistently inspired the next generation of

is ideal for today’s young magicians who enjoy playing on tablets and smart phones, and allows them to sample the technological advancements that the next generation of magicians is now embracing. It has been awarded the gold medal in the Electronic Toys category at the Independent Toy Awards

and marketing team is also expanding, and aims to help retailers create the best magical in-store theatre around. See what else they have up their sleeve for 2016 at this year’s Toy Fair.

Marvin’s Magic will also be attending other shows, including Spring Fair (stand 575L), Nuremberg Toy Fair (Hall 12, Stand B-04-4) and US Toy Fair (booth 1367). 01582 849000

We are extremely happy to have won all these awards. It is the result of a lot of hard work. Marvin Berglas, Marvin’s Magic

magicians through its innovative products. The latest addition to the range is Marvin’s iMagic, smart magic for smart devices, which has been a hit in both the toy and hobby and magic industries. Marvin’s iMagic combines a series of magical props with the unique Marvin’s iMagic app unveil interactive magic for smart devices. The mixture of traditional magic and digital technology

and the Toy Verdict Winner in the Magic Sets category. “We are extremely happy to have won all these awards,” explains company founder, Marvin Berglas. “It is the result of a lot of hard work in developing a unique and high quality product that crosses the lines of contemporary magic and digital technologies.” Recognising the importance of investing in people, its committed sales www.toynews-online.biz

12/14/15 17:06

Toy Fair 2016

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12/2/15 10:07

SHOW GUIDE SAMBRO Sambro returns to London Toy Fair with its biggest stand yet and its largest product selection to date. As well as a raft of new licensed ranges, the company will also launch a wide selection of lines to be TV advertised in 2016. Sambro will launch the brand new Tsum Tsum collection of arts and crafts products which will include the Colour your Own Bag Set, Paint your Own Figures and 3D Tsum Tsum Character Erasers. Character-based games will also be available, including the Pyramid Challenge Game and the Tsum Tsum Stack it High game. Frozen remains one of Sambro’s most-popular licences and line extensions continue to feature even more innovative character inspired products across lots of categories. The Frozen Mould your Own Light Up Creation Dressing Table and Frozen Colouring Wheels are just two of the new products added for 2016. The ever-popular Minions range will now feature a Canvas Painting Set and a 3D Minions Puzzle Eraser 10 pack. Pokémon returns in 2016 and Sambro will introduce a wide selection of products designed to attract a legion of new fans. 2016 will all be about Finding Dory and Sambro has a collection dedicated to one of Disney Pixar’s most popular characters. The range will feature a Shaped Finding Dory Magnetic Scribbler in different sizes, shaped just like Dory, as well as a cool EVA trolley bag, novelty items and much more. Paw Patrol is a favourite with pre-schoolers and the 2016 range will include a selection of plush character bags.

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The award-winning Sambro Play-Doh range will boast even more arts and crafts products, including a 2 in 1 Play-Doh Activity Tray, Play Doh Doh Shaped Backpack and a Chunky Scribbler. The firm’s Shopkins range features cute umbrellas and bags while the Bratz collection includes a Bratz Electronic Secret Book, a Bratz Hair Beader and a cool Hair Braider. Sambro’s Star Wars: The Force Awakens collection comprises of unique products for fans of all ages.

The extensive pocket money and novelty range includes Glow Sticks, Disc Shooters, Light up Yo Yos and more. An arts and crafts collection comprises items such as the Crazy Cords Kit, Tattoo Sticker Set and a Shaped Art Case. The firm also claims its Star Wars bag collection is ‘not to be missed’. Sambro boasts a brand new Batman V Superman range this year, as well as Spider-Man, Captain America and Avengers products.

The famous Little Tikes brand comes to Sambro in 2016 and features a range of arts and crafts products dedicated to the iconic characters associated with Little Tikes, including the Turtle and, of course, the Little Tikes Car. Sambro is committed to even more TV advertised ranges throughout 2016 and will launch several new lines at Toy Fair, including Frozen Impact. Using moulds, kids can freeze an ice-cool chassis for their car then enjoy smashing it to smithereens.

How many London Toy Fairs have you been to? Too many to keep count of. We have been coming since the late Nineties.

a great atmosphere and it seems to signify the start of the toy trading year, even though we are all hard at it all year round.

Early nights or drinks long into the evening? A mixture of both.

What’s your favourite part of the show? The chance to catch up with everyone. There is always

What’s your least favourite part of the show? Set-up.

Hangover tip? At least four litres of lemon water every day. What advice would you give to anyone attending

Popular game lines continue after enjoying a phenomenally successful Q4 2015 and new games will include Spitting Feathers, while adult game Escape Room will capitalise on the cult craze sweeping the UK. Elsewhere, Kawaii Cubes are cute cuddly cushion cubes available in different characters spanning Wonder Woman, Superman, Batman and more. The Alice in Wonderland collection will also launch for the first time at Olympia. 0845 873 9380 London Toy Fair for the first time? If you are a buyer, make a plan with Sambro at the top of your must-visit list. You don’t want to miss anything so a two-day visit is probably the way to go. As for exhibitors, practice your winning smile.

www.toynews-online.biz

12/14/15 17:07

Trends UK Toy News Dec 2015:Layout 1 07/12/2015 16:29 Page 1

on 20 us B e D Fair Se AN Toy ST at

™

To place an order please contact:

+44 (0)1295 768078 salesadmin@trendsuk.co.uk www.trendsuk.co.uk For Media/PR enquiries, please contact Ane Olesen: ane@wirepr.eu © 2015 MOOSE Enterprise. Peppa Pig © Astley Baker Davies Ltd/Entertainment One UK Ltd 2003. Discovery Kids - © 2015 DCL. FairyLane Sparkletopia - © Colorific Australia 2015.

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SHOW GUIDE VTECH

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2016 will mark an exciting new progression for VTech, with the introduction of a brand new addition to the award winning TootToot family with Toot-Toot Splash. The Toot-Toot Splash Tugboat combines the interactive features and fun sound effects with the company’s unique closedcell technology. “At VTech we’re always looking to enhance our offering and we feel that the new Toot-Toot Splash additions will continue to interact, educate and captivate young children just as Toot-Toot Drivers have proven to do,” said Charlotte Drake, senior brand manager at VTech. The Toot-Toot ranges have helped VTech secure its number one infant and toddler position for another year, due partly to its continued growth and development in the industry. In addition, the company now offers a number of different play-sets and a huge, varied selection of individual items for customers to purchase. 198 January/February

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VTech is also now hoping to take this success from the Toot-Toot collection into its bath sector. “We look forward to Toy Fair every year and we can’t wait to show visitors what we have planned for 2016,” added Drake. Visitors to the stand this month at London’s Toy Fair will get the chance to see the new Toot-Toot Splash collection, and over 100 brand new toys. “We had a really great 2015 with our Toot-Toot Ranges throughout the year. We will continue to expand as a company and in 2016 we are also looking forward to introducing TootToot Splash to the already established Toot-Toot ranges,” explained Drake. “London Toy Fair is always a really great way to showcase new product launches and company news, and we look forward to welcoming visitors to our stand to play with our new products, and learn about our exciting plans for the coming year ahead.” 01235 555545 www.toynews-online.biz

12/14/15 17:08

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SHOW GUIDE IMC TOYS At Toy Fair this month, IMC Toys will be introducing new characters into its Club Petz range which has grown from strength to strength in 2015. For spring summer, IMC Toys will launch the muchanticipated new Lola the Puppy line. Lola is best-selling Lucy the Dog’s little sister and she responds to five different voice commands such as ‘bark’ and ‘do you love me?’ Key items such as Lucy the Dog and Blu Blu the Dolphin will remain in the range. As always, IMC Toys will invest heavily in TV campaigns and marketing support across the whole of the Club Petz portfolio. IMC Toys will also be unveiling its new Mickey & Minnie product range. Capturing the imagination of the flagship Disney brand, IMC Toys is confident that the new range will be a hit with both the retailers and children alike. Some of the figures within the play-sets will include a play feature called IMT (Interactive Magnetic Technology).

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This means the magnetic inside the figure creates a sound and light reaction when placed in the sets. In addition to the Mickey & Minnie offering, IMC will be expanding its Miles from Tomorrow range. After a successful launch in AW15, IMC Toys will be introducing some

new novelties, which embody all the key attributes of the hit TV series: space, exploration and cool galactic gadgets. In the girls category, IMC will be continuing to support its Disney Frozen toy line throughout 2016. Last year, the Sing & Skate Elsa RC made it into

Hamleys’ top 10 Christmas list and has been a resounding success. New to the portfolio is the DC Superhero girls range. Changing the way the industry looks at girls’ toys, this new franchise is looking promising to be the next big thing. Last but not least, IMC Toys has some

new innovations within the games category. After a successful year launching Chrono Bomb, IMC Toys has some new interactive games which it will be unveiling. Details are currently under wraps, but all will be revealed at the fair. 01904 720908

www.toynews-online.biz

12/14/15 19:33

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SHOW GUIDE MAGFORMERS

Leading magnetic construction toy brand Magformers will showcase at least 15 new UK product lines at this month’s Toy Fair, including new kits from the company’s Hi-Tech line like the Magic Space, Walking Dinosaur and Walking Robot sets. The sets bring 3D model builds completely to life with the addition of LED lighting, power blocks and feet, so the models actually move and walk. One of the most eagerly anticipated launches in Magformers’ 2016 range is the Sweet House Set. Just like an architect who creates buildings by looking at blueprints, children can build their own Magformers house using the magnetic pieces and various accessories, including stairs, 202 January/February

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windows and trees, etc. When the various House Set accessories are combined with the Magformers’ basic shape pieces, like squares or rectangles, children are able to build amazing structures. Other releases include the Village Set, Space Traveller set, Space WOW set and the Mini Tank set. “For many retailers, Toy Fair will be their first experience of Magformers, so I urge them to visit our 60 sq m stand and see the amazing range we’ll be presenting for 2016,” said David Kelly, Magformers’ UK managing director. “Our ambition is to become the leading fun, educational construction product in the UK toy sector and we are committed to doing this by building strong partnerships

with UK retailers and consumers alike.” Magformers magnetic construction sets foster brain development through fun and education. Every set contains various pieces in simple geometric shapes, like triangles, squares and rhomboids, which connect easily using the power of the built-in neodymium magnets. The magnets are encapsulated within all the edge surfaces of each Magformers piece, but they can rotate to any direction, and therefore always connect to each other regardless of their position when two Magformers are brought together. Starting from simple ‘flat’ 2D plan shapes, children can transform their builds easily into hundreds of 3D

geometric structures - understanding the concepts of design and construction and recognising the scientific principles of magnets as they play. With safe, durable, high quality construction and an intelligent design, the construction possibilities are truly endless. Every Magformers order placed at the London Toy Fair this month will qualify for a free Magformers set, as well as an extra discount off invoice. 01582 545330 www.toynews-online.biz

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SHOW GUIDE ORCHARD TOYS Leading educational games and jigsaws manufacturer Orchard Toys is launching six exciting new lines, plus a brand new offering, at London Toy Fair 2016. Orchard Toys has extended its muchloved characters and illustrations to a fun range of six colouring, sticker and activity books. Designed with education in mind, the range features bold and engaging illustrations of familiar Orchard Toys characters, and uncluttered pages for children to work through step-by-step, as well as clear learning goals and different activities. Orders of the firm’s first complete colouring book range (MOQ six books x six titles) include a free CDU for countertop or shelf display. Elsewhere, Giant Railway is a fun, railwaythemed jigsaw toy, which interlinks with Orchard toy’s bestselling puzzle Giant Road, as well as the entire Giant Road System.

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Children can build multiple tracks with the 22 interchangeable track, railway, train and character pieces included.

The Giant Railway jigsaw is also supported by the launch of three interchangeable expansion packs, which are all compatible with the

Giant Road System: Station, Junctions and Airport. Varying from between eight to ten pieces, the expansion packs contain

ACCENTUATE Launching at London Toy Fair 2016 is the new and improved edition of the guess-the-accent game, Accentuate. The party game now features 90 different quotes from famous movies, with gameplay that sees players pick a card and read a movie quote aloud in one of the randomly selected accents. Team-mates have just thirty seconds to guess the accent, and can earn bonus points for correctly guessing the movie and year of release. There are 30 different accents from around the globe in the game, a third of which are home-grown British accents. The new linguistical game is compatible with the existing Film Quotes expansion pack, which features a completely different set of 90 movie lines for players, as well as the brand new Song Lyrics expansion pack that is also launching at the show later this month. 204 January/February

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add-on pieces to the Giant Road, Giant Town and Giant Railway jigsaws, extending the play value and providing more opportunities for imaginative play. Woodland Party is a colourful 70-piece jigsaw for children from aged four to seven, depicting enchanted woodland with lots of cheerful children and animal characters. Once the jigsaw is complete, parents can also use the included talkabout guide to encourage discussion and imagination during play. Finally, Where Do I Live? is a fun ‘animals of the world’ lotto, suitable for ages three to six. Children can develop their knowledge and understanding of the world as they match animals to their habitats from around the world. The double-sided boards included also feature interesting animal and habitat facts to help encourage educational discussion and learning. 01953 859526

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The Accentuate Song Lyrics Expansion Pack boasts 90 different lyrics from famous songs spanning six decades.

The pack lets players win points, not only by guessing what accent their teammate is reciting the lyrics in, but also for correctly

guessing the artist, song and year of release. The team, who recently secured backing from Peter Jones on the hit BBC show

Dragons’ Den, will also be on-hand at the show to demonstrate the brand new Accentuate mobile app. 0330 400 4162 www.toynews-online.biz

12/7/15 09:29

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SHOW GUIDE REVELL

Revell is returning to London Toy Fair this year to showcase its latest ranges for the toy market. Revell Control’s position as a major player in the radio controlled sector is ramped up with the Quadcopter Steady Quad Cam, featuring an automatic height setting function which allows the user to focus on their manoeuvring skills, plus an on-board camera is included for steady, high definition pictures and video.

MY TOY FAIR

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The Quadcopter Pure is designed for beginners, with a height setting function and crash-proof frame. Elsewhere, the Quadcopter Nano Quad Cam is the latest evolution of the award-winning Nano Quad, which also features an onboard camera. On the ground from Revell is a range of off-road RC cars, pick-up trucks, rock crawlers and buggies. Plus, there’s also a licensed range of 1:24 scale RC cars

including the Porsche 918, Audi R8 and BMW Police Car. Revell Junior Kit is a new concept for children aged four and above that bridges the gap between play-sets and model kits. The range of detailed, easy-to-assemble construction toys boasts large parts that can be simply snapped together and connected by screws and child-friendly tools. Once completed, each Race Car or Fire Truck

transforms into a durable, fully functioning toy. A major re-branding project is also being unveiled at the show, with a newly packaged Revell model kit range, featuring informative, colour-coordinated packaging and colour manuals for customers at the event. Structured into five different skill levels from beginners to professional modellers, the range comprises Build & Play,

How many London Toy Fairs have you been to? 15

What’s your least favourite part of the show? The lack of heating on setup days, and sore feet and legs from days of standing at the show.

Hangover tip? An early morning run.

What’s your favourite part of the show? The set-up days are always interesting. Although it’s manic, it’s good to see the stand developments, from an empty hall through to perfection on the day.

Do you prefer an early night or drinks long into the evening? Drinks after the show (or even during).

What advice would you give those attending for the first time? If there’s any quiet time, have a look around the show and network with some of the other exhibitors, as it’s a one-stop shop for the whole industry.

Easykits and newly tooled Model Kits. This new concept is spearheaded with a Star Wars: The Force Awakens range. Other iconic model kit releases include the Citroen 2CV, Porsche Boxter and VW T-1 Samba Bus, which are all in 1:24 scale. In addition, brand new aircraft model kits include the BAe Hawk T.1 and a Boeing 777, as well as a newly tooled Avro Shacklet. 0845 459 0747

Network with some of the exhibitors, as it’s a one-stop shop for the whole industry. Thomas Randrup, Revell

www.toynews-online.biz

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SHOW GUIDE AMSCAN

B75 After a successful year debuting at the London Toy Fair last year, Amscan is returning to Olympia this month to showcase its extensive range of licensed and unlicensed foil balloons and fancy dress costumes to the toy industry. Operating from Amscan HQ in Milton Keynes, the company says it is a trusted partner to over 40,000 retailers around the world. Its ‘one-stop-party shop’ solution aims to bring total convenience to retailers, so that they can source everything they require for parties and celebrations of any occasion in one place. Amscan’s portfolio of over 70 licensed properties also boasts new additions to the range, including the likes of Super Mario, Blaze and the Monster Machines, Justice League, Ever After High, Paw Patrol and many others. Current licensed properties

DRACCO UK This year, Dracco is excited to be distributing Magiki Bunnies, Frogs & Co and the RSPCA Trading card range. Following on from the success of Magiki Puppies and Kittens comes the brand new Magiki Bunnies. The Magiki Bunnies collection is made up of 12 different Bunny mini figures. All the bunnies are flocked and soft, plus some have special features that make them unique, such as glow in the dark and colour changing abilities. Each pack contains one Magiki Bunny, a magical flower and a guide to each Magiki bunny that’s available in the collection. A huge TV advertising and media campaign for the range will also include magazine cover mounting. The & Co series continues from Gecko & Co with Frogs & Co. There are 22 squishy frog figures in the series to collect, along with a leaflet featuring different frog facts and stats. The RSPCA Trading Cards, which are launching in February, are a 200 trading card collection containing 208 January/February

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include Barbie, Batman, Fireman Sam, Harry Potter, Minions, Peppa Pig and Postman Pat. Elsewhere, the firm’s Star Wars foil balloons span classic characters such as Darth Vader and Yoda, to new designs from the biggest film cinematic event of last year, Star Wars: The Force Awakens. The range includes six different balloon types, from a hand held inflatea-fun version to the Storm Trooper as well as the R2-D2 AirWalkers. In addition to the array of balloons, there will also be a variety of costumes for toddlers and children. These include new licensed Barbie costumes, animal costumes for tiny tots, as well as key themes from pirates, to history, storybook characters, careers and more. 01908 288500

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some of the UK’s most popular dogs, cats, fish, birds, insects and reptiles, plus horses.

Packed with amazing special features, for example, cards that feel like fur and feathers, 3D, gold

holograms and diamond ultra rares, and some of the proceeds from the cards will be donated to the RSPCA.

Each packet contains nine cards (seven commons and two special cards). Starter packs including a collectors album are also available for customers. Yu-Gi-Oh! continues to go from strength to strength, according to Dracco, with regular releases, plus customers will have the opportunity to secure stock on upcoming releases from the brand. Also available from Dracco will be the likes of Kitty Club, Fungus Amungus, Thunderbirds, Doh Vinci, Nerf, My Little Pony, Animagic Rescue Hospital, Pokemon, Star Wars and Sonic Boom Toys. Dracco’s trading card offering remains strong with its range of brands, including Cardfight Vanguard, Magic The Gathering, Pokémon and Yu-Gi-Oh!, along with the leading global brand of trading card protection Ultra Pro. With pocket money toys, Dracco boasts a delivery promise that orders placed by 5pm with be delivered the next working day (UK mainland only). 0845 365 3030 www.toynews-online.biz

12/7/15 11:27

SHOW STRENGTH, BRAVE KUMOTORI, AND BE STRATEGIC. DEFEAT YOUR OPPONENT TO EARN THE TITLE OF KUMO HOGOSHA,

GUARDIAN OF THE CLOUDS!

annonce presse Kumo Half page 230x157,5.indd 1

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12/10/15 11:47

SHOW GUIDE BANANAGRAMS

After launching in the Green House at London Toy Fair 2006, Bananagrams celebrates its 10th Bananaversary this year. As well as unveiling two new word games at the show – Bananagrams Party and My First Bananagrams – the brand is marking the occasion by sponsoring The Bananagrams Lounge (G122) at Toy Fair in London. This convenient and comfortable meeting point allows visitors to discover whether their own name is also a playable word in the game. A giant word grid on display in The Bananagrams Lounge features 814

MY TOY FAIR

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given names, that are also playable words in the game. Deej Johnson – author of The Little Book of Bananagrams – researched the name/word definitions of more than 17,000 monikers from around the world before creating the grid by hand. Visitors to the Lounge can tweet their names with the hashtag #MyNameIsAWord to discover the definitions of their names. The first new game launching at Toy Fair 2016 is Bananagrams Party. The new edition features 13 Party Power tiles: each player races to complete their word grids but now

faces challenges and forfeits throughout the game. From balancing the pouch on your head, to completely destroying an opponent’s word grid, the all-new Party Power tiles add an energetic new dimension to the game. My First Bananagrams is a new title for the younger, greener player. The pouch is now a ripening green and, in response to customer requests, contains colourful lower-case letter tiles. The collection of games caters to a wide range of reading abilities. There are 10 curriculumbased mini games for early learners, and word game

challenges which grow in difficulty as the child’s skill level advances. This culminates in a simplified version of Bananagrams, and introduces children to the classic game that sees

How many London Toy Fairs have you been to? This is my tenth.

there is full of hope, optimism and energy.

Early nights to start, then admittedly, (and against my better judgement), it’s a slippery, slidey slope to drinks long into the evening.

What’s your favourite part of the show? Press Day by far. There is always a lot of activity and buzz around that. Plus, it is usually held at the very beginning of the Toy Fair show so everyone

What’s your least favourite part of the show? Set up and break down. No matter how you slice it, it is always a hard slog. Do you prefer early nights or drinks that go on long into the evening?

What’s your ultimate hangover tip? Paracetamol before bed with a big glass of water, unless you have only been drinking tequila all night and

players racing to complete their own word grid. My First Bananagrams also includes new doubletiles with vowel-teams, word families and digraphs. 020 7298 9507

not mixed with anything else, then of course you don’t get a hangover. What advice would you give those attending for the first time? Have plenty of samples of stock to give away to attendees. Buyers need to play with something to really fall in love.

www.toynews-online.biz

12/8/15 09:45

Great games for all the family!

NEW! Licensed by

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

All your favourite board games as fast action card games â&#x20AC;&#x201C; all in tough travel ready boxes. Visit Cartamundi on stand H1 at the UK Toy Fair to find out how to order yours.

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12/10/15 11:37

SHOW GUIDE RAINBOW DESIGNS

E120 There will be a whole host of exciting new toys, as well as new collections, launched by Rainbow Designs at this year’s Toy Fair. Following on from the hit movie Paddington, and the phenomenal success of the talking Paddington last year, Rainbow Designs will be launching two new Paddington feature plush items in 2016. The ‘My name is Paddington’ Soft Toy talks and roars when his tummy is squeezed, and the new ‘Talk to Me’ Paddington says five different phrases, and also has a recording function so youngsters can record a message and hear Paddington repeat it back. This spring, Rainbow will also launch a new plush collection of some of Roald Dahl’s most famous characters including the likes of Matilda, The BFG and Willy Wonka, as well as a funpacked Whizzpopping BFG feature plush.

GALT TOYS Galt Toys will bring double the fun to Toy Fair by launching the very first 2-in-1 Playnest. The fabric covered inflatable ring provides a soft resting area for a young baby on one side, and a self-contained play environment for older babies on the reverse. Suitable from birth, the soft velour resting area cradles a young baby over the inflatable ring. The baby’s head and neck are supported by the shaped cushion; a soft harness keeps the baby in position. Parents can turn the Playnest over to reveal a padded seating area to support an older baby. This enables them to reach out and explore safely, with eight multi-sensory features to stimulate touch, vision and hearing. Galt will also add to the Ambi Toys range this year with the Ted In A Box, a pop-up toy with a friendly teddy hidden inside. Based on the original drawings of world-renowned British toy designer, Patrick Rylands, 212 January/February

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The new collection is being launched as part of the centenary celebrations of the world-renowned storyteller’s birth. Within the nursery category, Rainbow Designs is really excited to be entering a brand new product category at Toy Fair this year, with its new Activity Playmats. Rainbow’s Activity Playmats include activities such as a detachable mirror, removable shaped teethers, a cute peek-a-boo flap, as well as a multitude of textures and sounds, which have all been designed specifically to encourage the early development skills for babies. The Activity Playmats will be available in the company’s various collections, including Peter Rabbit, The Very Hungry Caterpillar, Guess How Much I Love You and Peppa Pig for Baby. 01329 227300

Ted pops up with a little squeak when the button is

pressed. Push him down, close the lid and start again

for a fun game of peep-o, to encourage hand-eye

coordination and the learning of cause and effect. Galt is expanding its marble product range with two new Glow Marble Runs. The funky florescent construction game lets children build a labyrinth of tubes, chutes and curves using the transparent coloured pieces. Then turn off the lights, place the marbles in the glow starter tops, let them go and watch them glow. All new products will be shown alongside Galt Toys’ full portfolio of products. This includes the Ambi Toys product range, as well as new products in Galt’s First Years and Active Play ranges. With a focus on young art, new products will be added to the Activity Packs, Fairy Friends, Creative Case and Express Yourself ranges next year. New Construction, Puzzles, Horrible Science, and Play & Learn toys and games, with a focus on education and learning, will also be launched in 2016. 01329 227300 www.toynews-online.biz

12/8/15 09:39

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12/2/15 10:13

New Two-in-One Playnest Playnes ®

NEW

Doublesided playnest

PRODUCT

2016

l p 8 h wit •S • S u ppor ck ts ba of e n d b y’s head an th a r ne ion ss keeps baby in po sit

Soft resting area for a young baby

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Available January 2016

Olympia • Stand E9 | Nuremberg • Hall 4 • Stand E51 - F50 James Galt & Co. Ltd. • Sovereign House • Stockport Road • Cheadle • Cheshire SK8 2EA tel: +44 (0)161 428 9111 • fax: +44 (0)161 428 6597 • www.galttoys.com Untitled-1 1

12/3/15 17:15

SHOW GUIDE GIBSONS

E40 For Gibsons, the upcoming trade fair season is the most exciting time of the year in the industry. This year at London’s Toy Fair, the Gibsons stand will be chock full of new products, from over 40 new jigsaw puzzles to the Iconic Brands Collection, board games and puzzle accessories available from the company. Having gone from only six puzzles in its range, the company has now grown to over 250 titles, running from two to 2,000 pieces, with over 50 new jigsaw puzzle images added every year. Gibsons also says it has a broad selection of products for all the family, including games and puzzles suitable for pre-school to big school and beyond. With a strong focus on promoting its new Iconic Brands Collection, which features four branded puzzles that are presented in quirky tins, Gibsons’ Toy Fair stand will display the new lines that were inspired

BIG POTATO

by Marmite, Love Hearts and Mr Men. The Marmite jar is a fiendishly difficult, doublesided 500 piece jigsaw puzzle, which is sure to challenge the lovers and haters alike. In addition, Gibsons says the Love Hearts packet lends itself perfectly to a tin puzzle. Inside the tin is a 250 piece puzzle featuring Love Hearts with all the wellknown corny captions. Lastly, there is also two 250 piece puzzles that feature Roger Hargreaves’ iconic characters, Little Miss Sunshine and Mr Grumpy, along with their favourite catch phrases. Toy Fair is also the first opportunity for Gibsons to showcase a new traditional jigsaw puzzle range. The collection features new additions spanning the third instalment of the Our House Memory Lane range, to a jigsaw that celebrates Her Royal Highnesses upcoming 90th birthday. 020 8661 8866

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A games company as versatile as its vegetable namesake, Big Potato will be at London Toy Fair for the very first time in 2016. Turning its hands to everything from quiz games to party games, kids games to toys, the team at Big Potato develop, nurture and bring to market both homegrown concepts and those of other people – cultivating good ideas and turning them into genuine crowd-pleasers. Creators of shouty-outy trivia game, Linkee, Big Potato is also responsible for Obama Llama, Bucket of Doom, and Qwordie. Big Potato will also be unveiling a brand new game created in collaboration with legendary music man, Deejay Wheelie Bag. A re-spun version of his game, GoMozaic, the new game (name TBC) will be revealed at the show in all its glory, musically accompanied by Wheelie himself who’ll be on-hand to entertain the crowd. hello@bigpotato.co.uk www.toynews-online.biz

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SHOW GUIDE TRENDS UK

Trends UK is launching a new range of innovative toys and licensed products at Toy Fair this year. The firm’s new line of electronic Peppa Pig learning toys will be on display for guests to see. Featuring the much-loved characters from the TV series, the new line will help develop early learning skills including understanding colours, phonetics and numeracy through interactive play features. Available from summer 2016, Trends UK will support the launch of the new Peppa Pig Electronic Learning range with strong marketing campaigns, including TV advertising and a wide range of PR and social media activities, which aims to target the parents of preschool kids. 216 January/February

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Elsewhere, Trends UK will be distributing a new range of licensed Shopkins construction toys in the UK in 2016. Featuring the popular Shopkins characters, the new Shopkins Kinstructions range will enable kids to build their favourite scenes and sets including the supermarket checkout, bakery, café and the town centre set. Each set includes a popular Shopkins character which can be taken apart and rebuilt for added fun. Separating into three pieces, the characters can be mixed and matched. The new Shopkins ranges will be available from Trends UK this month. The firm’s new FairyLane Sparkletopia Arts & Crafts range is perfect for creative

kids. FairyLane Sparkletopia creates sparkling fairy themed characters, charms and jewellery creations with no mess, and comes with items that girls can decorate and play with. Kids peel to reveal a stickered section, place a sparkle sheet on top and rub to create a glittery design. Each set includes a choice of adorable foam backed stencilled characters, colourful sparkle sheets and glittery sticky gems that girls can decorate with. The FairyLane Sparkletopia range will be available from Trends UK for spring 2016. Trends UK is also launching new Play and Put Away products from Perpetual Play Group. Products will span different leading brands, including the

likes of Play-Doh, My Little Pony and Nerf. A Discovery Channel science toys range is also available through Trends UK. New for 2016 are the sophisticated Digital Walkie Talkies for kids. Boasting an outdoors range of up to 3km, three channels, a ringing tone to alert incoming transmissions and LED display, outdoor communication without a mobile phone has never been more convenient. Trends UK is launching a new Haynes ‘First Tech’ Build Your Own range, which is suitable for kids aged four years and above. The products help young petrolheads understand how basic engines and car parts work, with two sets featuring easy to assemble models and bigger parts

that are ideal for small hands to build with. The Haynes First Tech Build Your Own Engine comes with 20 parts and accessories to build a motorcycle engine, while the Haynes First Tech Build Your Own Racing Car set comes with 24 parts, which allows kids to build a race car or a street car. Finally, Trends UK is firing into the new year with the popular range of projectile Air Storm toys for children and teenagers. Designed for indoor and outdoor play, Airstorm arrows can fly over 10 metres and can also stick to surfaces. In addition, new for 2016 is the Air Storm Firetek Bow which includes three light-up LED arrows. 01295 768078 www.toynews-online.biz

12/8/15 09:37

Kids@play - Thunderbireds - 230x315mm - 29/11/15_v1_Kids@play - Shaun The Sheep 240mm x 315mm 11/12/2015 11:15 Page 1

ÂŠ ITV Studios Limited / Pukeko Pictures LP 2016 All copyright in the original Thunderbirdsâ&#x201E;˘ series is owned by ITC Entertainment Group Limited.

Thunderbirds Are Go

See the exciting range of Thunderbirds Are Go outdoor products. All made from Inflatable materials, including Thunderbird 3 with over 64 led lights inside For further information on Thunderbirds Are Go items, and Thunderbirds Play Balls, Contact: Thunderbirds@kids-at-play.com or call 01291 429007 Untitled-1 1

12/11/15 15:00

SHOW GUIDE WOW TOYS Now in its 18th year, WOW has become synonymous with great quality toddler toys, namely vehicles designed to ignite young imaginations. The toys have been designed to provide endless play possibilities with fun features and functions built into them to guarantee lasting play and suprises. All toys from WOW can be mixed and matched as they are compatible with each other with figures fitting into every toy and all trailers attaching to others. The firm also boasts a ‘no batteries’ message, providing what it deems ‘an important and desirable point of difference’. There will be new additions in 2016 in both the WOW Toy and Bath categories. Toys have been added to popular ranges including Emergency, Farm, Fantasy, and Racing, with each toy designed to encourage and assist motor-skill development and imaginative play. New toys include Police Buggy Bertie, a push-

G15

along Police buggy with a removable Policeman and his Police dog partner; Police Boat Perry, a water-squirting police chase and rescue boat that comes with a removable

Policeman figure, and Mary’s Day Out, a farm trailer pulled along by a pony and carrying a rescued baby lamb figure. The Charlotte’s Princess Parade is a horse drawn royal

carriage with removable Prince and Princess figures and Richie Race Car is a super-fast, friction motor powered race car and driver. As well as these

PREMIUM WORLD Premium World’s Super 11, deemed by the firm as ‘the ultimate football strategy game’, will be launching at Toy Fair 2016. The board game, blending skill, strategy and a smidge of luck, sees two player managers pitted against each other as they try to lead their football team to victory. The fast paced, turnbased action and strategic gameplay means that both football fans and board game fans alike can enjoy Super 11. Players take full control of their team, choosing which formation to start the game with, when they should pass, when they should dribble, when they should move and even when they should try their luck with a shot at goal. The Super 11 squares on the board also allows footie-mad players to gain an added advantage over their opponents by playing one of their very handy attacking cards. 218 January/February

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new additions, the firm will also be introducing a line of brand new Easter toys as well as upgraded and newly packaged playmats. 020 7471 0980

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These cards can add additional twists to the game, by giving players a free kick, a chance to shoot

at goal, or even sending the other player off for an early bath by getting one of their opponent’s players sent off.

Visitors to the Premium World stand at Toy Fair this month will get a first-hand look at the game and even

have the chance to don their shin-pads and play a quick match or two. 01483 429119 www.toynews-online.biz

12/8/15 09:36

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15/12/2015 4:08 pm

SHOW GUIDE JAZWARES Tapping into the hottest kids’ crazes for 2016, Jazwares is poised to unleash a raft of highly sought-after playthings at Toy Fair. From the number one TV show for boys in the UK right now with Danger Mouse, to the craze that’s set to sweep British playgrounds in 2016, Animal Jam, along with rapidly-growing brands including Tube Heroes and Terraria, Jazwares is all set to thrill visitors at this month’s show. With over 3.6 million viewers in its first six weeks and a ratings winner amongst boys aged from four to nine, the all-new series of Danger Mouse has seen a triumphant return to CBBC. Kids big and small can immerse themselves in the international secret agent’s world with Danger Mouse’s Mark IV Vehicle featuring pop-out wings, functioning boot, as well as a new exclusive three-inch figure. There’s also a fully articulated 10-inch Danger Mouse figure that features a removable jet pack accessory, and five authentic show sayings. Kids will be able to role play as their favourite secret agent with ‘The Shrinkatiser’, Danger Mouse’s gadget of choice when he is faced with monstrous monstrosities. An assortment of plush, featuring three individual character phrases and collectable figure range,

D99 are also available for customers to purchase. Further lines for 2016 include Professor Squawkencluck’s Lab playset as well as new vehicles and figures. Animal Jam, a digital playground for kids who love animals and the outdoors, is the top online social game for kids. The multiplayer game currently has over 40 million registered users across the world, nearly three million of which are in the UK. Jazwares’ new Animal Jam product line, landing this summer, will feature an extensive range of customisable and colourful animal figures, pets and destinations representative of the online game. From blind bags to collectable figures with decorative accessories and features, kids can dress up and collect all of their favourite animals from the game. The play experience extends into plush and feature-based play-sets, and each Animal Jam toy will further enhance the game play, coming with secret codes to unlock exclusive in-game features. Feeding Brit-kids’ ever-growing appetite for YouTube sensations and the rapidly-rising cult of celebrity that’s inspiring kids everywhere, Jazwares will grow its already

popular Tube Heroes range in 2016. Collectables are being added to the figures and plush that emulate the biggest YouTube stars, such as DanTDM, CaptainSparklez, LittleLizardGaming, Ali-A, and AtlanticCraft. Kids can collect 19 different online heroes in the form of a Mystery Tube, plus there’s a new key line for the hottest Tube Hero of the moment, DanTDM, which lets kids re-enact scenes with the Diamond Dimension Pack. It includes a 2.75-inch DanTDM and exclusive Dr. Trayaurus figures, a minecart with rolling action, plus a bow and

Jazwares is poised to unleash a raft of highly sought-after playthings at Toy Fair.

quiver. In addition, there’ll be a DanTDM role-play set available, which includes his goggles and pick-axe. The firm’s Terraria toy collection, based on the action-packed sandbox video game that sees players dig, fight, explore and build in a scrolling virtual world, is back in 2016 with an even more extensive offering for its many fans. The range welcomes new armoured figures with accessories, additional role-play items including the Terrablade sword and Paladin’s Hammer, as well as a brand new pixeldecorated plush. Finally, the company will also be showcasing other collections at London’s Toy Fair, including the likes of Chuck and Friends, Teen Titans Go!, Dinosaur Train,Tree Fu Tom, Star Wars Blueprints Paper Craft and Adventure Time. 02035 980 270

Pending approval. Final product may vary from that shown

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www.toynews-online.biz

12/15/15 17:04

Looking for great NEW games? *

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12/15/15 16:09

SHOW GUIDE CARTAMUNDI

At Toy Fair this month, Cartamundi is going to be busier than ever. The company is celebrating new additions to the Shuffle family of games, Cartamundi’s innovative product category that combines playing cards and digital technology for an enhanced way to play card games with support from tablets and smartphones. In addition, Cartamundi is previewing a number of major new game box releases, including a Finding Dory game box with waterproof cards inspired by Disney Pixar’s eagerly awaited follow-up to Finding Nemo. There will also be colourful new card decks for Snap, the UK’s bestknown children’s card game, and Carta Magic, the range that highlights the continuing popularity of card tricks. Shuffle Disney Monopoly and Shuffle Cars bring together Cartamundi’s card-making expertise with some of the most famous names in the Disney list of classics, and, like all Shuffle releases, combine card games based on popular brands with an optional free app that adds a whole new dimension to the cardplaying fun. And, the durable packaging makes them perfect for goanywhere, play-anywhere entertainment. To coincide with the July 2016 release of Finding Dory, Cartamundi is bringing out a two-in-one Finding Dory game box that offers a Pairs & Donkey game and four puzzles. Illustrated with the stars of the film, the games can be played with in the bath as all cards are waterproof. There’s also a brandnew Disney Princess game box, which includes six perfumed Princess cards for its delightful guessing game and a Disney Pixar’s Cars game box, which includes four buildable

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cards so kids can make their own car characters for the racing game. All three Disney favourites will also be getting together with the UK’s most popular card game when Cartamundi highlights new Finding Dory, Disney Princess and Disney Pixar’s Cars snap games at the show. The firm also has a card game coming out based on the eagerly awaited Disney release, Zootropolis. The Zootropolis card deck includes rules for both a Happy Families and an action game, and includes many characters and scenes from the upcoming adventure comedy. Shuffle Disney Monopoly and Shuffle Disney·Pixar’s Cars are available for delivery to toy shops, gift shops and supermarkets across the UK now. The new Finding Dory, Disney Princess and Disney·Pixar’s Cars game boxes, meanwhile, will appear in toy shops, gift

shops and supermarkets from late spring 2016. The three Snap games, as well as the Zootropolis deck, will launch at the end of this month. Stand H1 will also be highlighting a strong existing Cartamundi range across the Shuffle line, including Monopoly Junior: Shuffle card game, Shuffle Frozen and Trivial Pursuit: Shuffle card game, the Carta Magic series of cards dedicated to magic card tricks, the slightly eerie but very cool Pitch Black, Death Poker and Calavera card packs, and the ever-popular traditional Royal Flush range. Visitors to stand H1 can also hear about the recent acquisition of two state-of-

the-art facilities from Hasbro that, in the firm’s words, ‘have made Cartamundi the world’s leading game manufacturer, and continuing investment into hi-tech projects that could soon make playing cards into smart cards’. “The continuing success of Shuffle and the launch of the Finding Dory game box are sure to attract a lot of attention at this important show and we

are really looking forward to introducing them to all our visitors at stand H1 this year,” explained Trudi Bishop, head of marketing and licensing, at Cartamundi Group. “But after a major acquisition and continued investment we are also looking forward to telling visitors all about our continued growth and plans for the coming years across all of our popular ranges.” 01268 511522

STAND NUMBER H1

www.toynews-online.biz

12/15/15 15:54

SHOW GUIDE FLYING GADGETS RC specialist Flying Gadgets is landing at this month’s Toy Fair in London, boasting an extensive portfolio of cars, copters, drones and more. New for this year is The Big 1. This all terrain 27mhz radiocontrolled monster truck is ready to take on surfaces, that other remote controls most certainly shy away from. With a range of over 50 metres, consumers can have some large-scale fun at the wheel of this one and get creative with their courses. Users can set up ramps and jumps outdoors, and worry not about the mud-riddled puddles, as the firm claims ‘The Big 1 thrives on tackling these tasks’. Flying Gadgets is delighted to be able to offer the sizeable X-Cam quadcopter, which comes with ultra-responsive flight controls and a built-in camera to capture piloting skills – all at a sub £30 retail price. The market for palm-sized flying machines saw a marked increase this last 12 months, and taking the best available technology, Flying Gadgets has managed to add a camera to one of their smallest quadcopters yet in the form of the NanoCam Quadcopter.

F101 Finally, the firm is launching the BMW Mini ride-on, which is aimed at ‘the very coolest of younger drivers’. The ride-on boasts sleek and sporty lines, and is powered by a 12V battery. Kids can zoom around by themselves using control steering, brakes and an accelerator, or it can be switched into parental mode. This latter control lets younger kids enjoy the ride without too much concentration. Adding to the fun are realistic ignition sounds, working lights and a horn, as well as a built-in MP3 player that’ll push tunes through the speakers. 0844 209 2626

STAND NUMBER F101

Flying Gadgets is delighted to offer the sizeable X-Cam quadcopter, which comes with ultra-responsive flight controls and a built-in camera to capture piloting skills – all at a sub £30 retail price.

www.toynews-online.biz

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SHOW GUIDE SMART TOYS AND GAMES

Smart Toys and Games has enjoyed a buoyant first year and is now looking forward to extending the awardwinning range in 2016, with a number of new and imaginative products. Based on the awardwinning success of Three Little Piggies, SmartGames extends the Fairy Tales range in 2016 with Little Red Riding Hood, based on the classic tale. Players will have to help Little Red Riding Hood find the right path to her Grandma, while trying to avoid the Big Bad Wolf who is attempting to reach Grandma’s house first. The game has a 24 page booklet with 48 multi-level challenges, 24 with the Big Bad Wolf and 24 without; plus an illustrative picture story book comes with the original story. In total, there will be ten new games including new IQ games, premium games, a new

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compact format, and many new display initiatives. In addition, the awardwinning SmartGames has multi-level challenges spanning from the very easy to the very challenging. Each of these come with a unique and innovative game mechanic with themes that appeal to both boys and girls. They come in travel, compact and table top editions, with a premium wood range. The range starts at pocket money levels to top end quality with the wooden games as year round gifts. SmartMax is the award winning pre-

F36

school construction system, which allows children to explore the world of magnetism in a fun and safe way. The products are safe and durable and made from the highest quality materials, plus the magnets are incredibly strong and can carry up to 60 times their own weight. SmartMax, awarded Best Toy Overall for 0 to three years plus at last year’s Right Start Best Toy Awards, will continue to grow throughout 2016 with

the introduction of brand new play-sets, structures and accessories. With products for ages one year and above, this range is unique in preschool play. Widely used in nursery schools – the play experience has been enhanced with new magnetic play tables. Each SmartMax magnetic bar features unique colour codes, the blue, green and purple bars attract while the warm colours of red, orange and yellow repel.

The giant parts included are ideal for young children to play with, which allows them to easily create a range of colourful and super sized structures. The SmartMax range offers a whole universe of compatible building sets, vehicles and accessories for never ending play. Every SmartGames product comes with an extensive challenge guide; and every SmartMax product comes with a colourful play guide. 01903 885669

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12/15/15 15:35

SHOW GUIDE ALPHABET PIE At Toy Fair this year, Alphabet Pie’s multi award-winning Nutty Putty brand will be showcasing new additions, along with the current range that will appeal to kids of all ages from preschoolers to teens. ‘If you haven’t tried it, visit us to see why it is a unique, educational and fun product,’ says the firm. New additions include the Make Your Own Keyring Set, which is now in stock. Since first launching the product at the 2015 Spring Fair, the interest in the brand

GALLERY 176 has been phenomenal and the firm would like to thank all its retailers for ‘supporting us and together making Nutty Putty a huge success. We have some very exciting news for the New Year that we know you will all love. Our announcement will follow soon and you will be the first to know’. Alphabet Pie arts and crafts are created to develop the five areas of learning as well as supporting EYFS standards and National Curriculum Key Stages, making them classroom friendly. 0208 803 1043

Combining children’s imagination and play with practicality and quality. SEE US

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THE LAT EST MUS T HAVE M OBILE ACCESS ORY!

We have some very exciting news for the New Year that we know you will all love, so come visit us to find out what makes Alphabet Pie unique. COME VISIT US AT STAND 410 GALLERY 07799 600097 | sales@swagdistribution.co.uk Swag Distribution | 5C New Orchard | Poole | BH15 1LY www.swagdistribution.co.uk www.toynews-online.biz

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SHOW GUIDE JUMBO GAMES Jumbo Games is excited to showcase some fantastic new additions to its children’s and adult puzzle and games portfolio at this year’s London Toy Fair, which includes an exciting range of DINO puzzles and models, and its brand new range of teen, adult and children’s games. Jumbo’s top pick from the DINO range is the 3D collectable DINO Puzzle Eggs that are available in a CDU and Triple Pack. Inside each of the DINO Puzzle Eggs is a different dinosaur that children can construct by assembling the 3D plastic pieces, to create a high quality dinosaur model toy. There are seven dinosaurs for children to collect in total. The other puzzles in the DINO range are the 3D Foam Model Puzzles, which, when assembled, create a realistic dinosaur that can be displayed on its own Jurassic scenery stand.

E46 There are four dinosaurs to collect and construct: Tyrannosaurus-Rex, Triceratops, Stegosaurus and Plesiosaurus. The models are designed using foam, and there is no need for any glue or scissors. Within the DINO range there is also a 2D/3D dinosaur Puzzle & Build, 35-piece Giant Wall Puzzle measuring 100x90cm and a 54 and 300 piece puzzle. New for 2016, Jumbo will be launching its own range of games that are ideal for every member of the family to enjoy. The Shhh! Game, launching this month, is the hilarious ‘silent’ quiz game where players have to lipread, sign, hum, whistle and perform various amusing tasks, but without talking to team mates. Two launches that the firm isn’t going to be quiet about is the new Jumbo Juniors Crazy Cuckoo and a ‘farting’ Pig Game. 01707 289289

SWAG DISTRIBUTION Swag specialises in market leading products across scooters, apparel and accessories and gadgets, as well as tech. The firm’s state of the art distribution centre in the Midlands handles high volume and fast paced stock supply. It also houses Swag’s business department teams devoted to each brand. Swag Distribution’s brand portfolio includes scooter skate brands such as District, Dominator, Addict, Eagle, Urban Artt and Pencil, as well as kids’ backpacks from Bixbee. Elsewhere, the firm boasts Global Technacolour t-shirts and footwear care from Sneaker Sheets & Sneaker Headz, as well as hit phone accessory, PopSockets, which can be used for selfies, phone stands and more. This is Swag’s first Toy Fair and the firm is bringing

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GALLERY 410 Bixbee children’s backpacks and lunch boxes, which are brand new to the UK. The backpacks boast USP wings, LED lights and 3D animal features, which Swag believes will be a highend hit in the industry. Dominator stunt scooters have just been released into the high-end toy market. These scooters are made by market leaders District with Eagle wheels, and feature high-grade parts that are available at a midrange price point with fresh new colours and designs. 07799 600 097

STAND NUMBER Gallery 410

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SHOW GUIDE E140

RAVENSBURGER Hot on the heels of a hugely successful 2015, Ravensburger will be welcoming Toy Fair visitors to its biggest ever trade stand at Olympia this month. The firm’s range of traditional jigsaw puzzles offers characters, themes, piece counts and formats suitable for every child. During 2016, Ravensburger will be adding 15 exciting new IPs to its portfolio, including Teletubbies, The Good Dinosaur, Finding Dory, Lion Guard, Dora and Friends, Matt Sewell’s Birds, Zootropolis, The Secret Life of Pets, Emoji, Trolls, Moana and Spongebob Squarepants. The firm is also launching new products within established ranges with Paw Patrol, Bing Bunny, Twirlywoos, Disney Princess, Frozen, Shopkins, TMNT Half Shell Heroes, Avengers Assemble, Spider-Man, Thomas and Friends, as well as new generic titles. Amongst exciting new launches for 2016 are the Big Ben 216 piece with clock,

CHEATWELL GAMES Toy Fair sees the launch of Tell-a-Tale, a creative play-together storytelling set designed to encourage creative thinking and imaginative play. A clever blend of storytelling and pretend play, each set includes a stage and interchangeable character and setting pieces that are introduced, repositioned and removed as the story progresses. The four chunky wooden dice add structure to the play, offering a reassuring environment in which to explore the art of storytelling. The three themed sets are based on Pirates, Farmyard and Fairytale adventures. For an older audience, there are two new ‘all in’ family games where everyone plays at the same time. Get The Picture involves communicating the image on your card by miming, posing or describing it – it’s up to everyone else to work out which picture it is and grab it before anyone else. www.toynews-online.biz

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four shaped Minions designs, a 72pc sphere of Tsum Tsum and, for A/W, a Night Edition Chrysler Building, a Disney

Castle and a range of stylish storage items for girls. Last year, the game and puzzle firm saw total sales

of Ravensburger’s children’s titles grew by 40 per cent. Among the big hits of were Bugs in the Kitchen, Labyrinth

and Scotland Yard, and new games for 2016 will focus on the year’s major film launches. 01869 363 800

F20 Pass the Pen sees players in a race against the pen. The nib retracts as you sketch, whilst everyone tries to guess what you are drawing run out of time and you have to reset and ‘Pass the Pen’ to the next player, forfeiting your chance of scoring in that round. Joining the best-selling Animal and Monster Popper ranger are the Atomic Popper guns that are suitable for indoor or outdoor play. Starting at £6.99 and going up to £24.99, these high performance shooters need no batteries as they’re 100 per cent air powered. “We’re very excited to be introducing a wide range of new products at Toy Fair,” said head of UK sales, Mark Jones. “Covering outdoor, preschool, travel, games, gifts and puzzles, we’re looking forward to welcoming buyers who are looking for something that will offer them the exceptional products and margins people have come to expect from Cheatwell.” 02392 524 098 January/February 227

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SHOW GUIDE ww EASY KARAOKE Budding pop stars can get the party started with iDance and Easy Karaoke, a duo the firm deems ‘the perfect combination for every bedroom, front room, club or office party. For music lovers, iDance presents The Cube Mini, The Soundball, The Cube, XD8N Tower of Power and the XD300 Portable DJ Booth, which have built in microphone inputs, amplifiers, speakers disco balls and LED lighting. All include a Bluetooth connection and also have an auxiliary input, meaning these items are compatible with all tablets, phones, laptops, iPods and even a CD player or tape deck. iDance products are also available in a multiple of colours, meaning users can co-ordinate the items to blend in with their existing colour scheme.

D19 The range starts with the child friendly fully portable EKS123, which comes complete with all connecting leads, a microphone and includes an original 16 track Disney Frozen CDG karaoke disc, so kids can ‘Let it go’ with Elsa and friends, straight out of the box. As confidence grows, the EKG15 with a built in camera, colour screen and record and playback functionality enables users to make their own pop videos to post on Facebook or YouTube, to help get consumers noticed by Simon Cowell and the like. As careers start to progress from bedroom to stadium, the EKS808 pedestal karaoke machine provides all the functions of a professional karaoke machine found in pubs, clubs and restaurants.

Easy Karaoke boasts over 20 years experience, specialising in bespoke music and A/V products. The firm operates from a state of the art, bulk and direct dispatch 100,000sq ft facility, which can distribute over 20,000 parcels a day. In addition, its growing customer base includes the likes of Argos, Costco, Littlewoods and Toys r Us. 01908 584666

WOOKY ENTERTAINMENT

GALLERY 180 After a year of product development, Wooky Entertainment’s i-loom is now a reality. The i-loom transforms most tablet computers into a jewellery creation station. Clipping over the face of the tablet and working with a downloaded app, young designers can make, create and share their creations. Fashionistas can follow step-by-step instructions or choose to make their own and share with an online i-loom community. Elsewhere, Charmazing is a Design-It-Yourself jewellery craft line that lets kids design expandable and stackable bangle bracelets, which can be charmed-up with colourful threads, beads, gems and more. Charmazing offers an additional 60 new charms across six new collections. Girls can also scan their energy cards to enter a virtual Charmazing world, where they can trade charms with friends and connect with other fashionistas via a free app.

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The app notifies users of a friend’s Charmazing activity, so kids can see when they swap or add a new charm to their collection. Also new for this year is the Charmacrush mini game, which unlocks virtual charms. For young artists looking to create innovative fashions that reflect their own style, Style Me Up! offers a new range of Splash of Colour kits. The fairy, dance and fashion themed Deluxe sketchbook kits include watercolour line drawings, stickers, a watercolour guide, paint and pencils. The Style Me Up! cosmetic and jewellery range has lots of new additions including the Candy pop collection, and a sweetie inspired fashion collection, which includes everything from hair chalks, bangles and sketchbooks, to nail paints. Style Me Up! also sees new additions in braiding and crochet with the ‘off the hook’ collection. 01514 943821

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SHOW GUIDE A GIRL FOR ALL TIME A Girl for All Time is an award-winning range of collectable dolls, books and accessories, which follow the chronicles of the fictional Marchmont girls across 500 years of adventures and intrigue through dolls, books and keepsakes. The range has scooped awards on both sides of the pond and includes five-time winner of the Oppenheim Toyportfolio Platinum Award and Playdoll of the Year 2014. Most recently, the brand has scooped Playdoll of the Year 2015, the only range to win two times in a row in recent years. 2016 promises to be a very busy year for A Girl for All Time, with the launch of a unique contemporary range called Your Modern Girl. This new range sees the Marchmont family tree enter present times, with new dolls in the form of Marchmont descendent Maya and her friend Nisha.

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A Girl for All Time will introduce a new publishing arm in 2016, handling the launch of new novels and activity books.

SLIDA Slida is a world-first Australian-invented 3D puzzle, designed for people of all ages. The puzzle has been designed to stimulate a player’s personal growth and develop skills through its unique interlocking technology. Slida claims its puzzles are ‘a challenging way to broaden creativity and advance your problem solving ability. Its fun, playful and keeps you engaged for hours’. Winning a Gold Medal at the International Exhibition of Inventions in Geneva for its design, Slida aims to provide a fun yet purposeful challenge for children and adults alike. “Its 3D by feel, form and construction and I don’t believe there are any other products on the market that can do what Slida does,” said Gianni Lavermicocca, founder and CEO of Slida.

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Your Modern Girl dolls will be unique and reflect the world that today’s girls live in – a world the firm deems ‘more ethnically, socially, and economically diverse than at any other time this century with characters who are strong, confident, and comfortable in their own skin, appealing to a wide range of new customers and fans.’ A Girl for All Time will also introduce a brand new dedicated publishing arm, which will be headed up by one of the book industry’s most respected members, industry stalwart Seni Glaister. Glaister is the founder of Book People and will oversee the production, publication and distribution of A Girl for All Time novels and activity books. The firm believes this new venture will make A Girl for All Time ‘an exciting new force in the children’s book arena’. 020 7060 6151

D91 “Some 3D puzzles have a locking pin that can slip out when the puzzle is rotated, but not Slida. “You can throw Slida to a friend across the room and it will never fall apart thanks to its clever locking key piece. “No screen, no batteries, just a fun hand held game of logic, dexterity, challenge and determination.” +61419624888

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SHOW GUIDE ASOBI

Asobi’s motto is ‘inspired toys for today’ and that’s exactly what the firm will showcase at this year’s Toy Fair. The traditional toy specialist’s carefully selected ranges offer parents comfort in the knowledge that their children are playing with toys designed to inspire creativity. Asobi’s Seedling range helps fuel young imaginations and open new paths to discovery. With ORB factory, the Imaginsta ranges, Glitter Petz and Plush Craft, Asobi is offering children messfree fun that gives amazing results every time. Every Uncle Goose set is handcrafted using the best materials and with Skipper, you get British hand-made wooden sailing yachts and award winning ride-ons for young children. Elsewhere, Red Toolbox has a fantastic range of woodworking projects that you build together. From gokarts to bird boxes and even pirate ships, the brand aims to offer parents safe and rewarding play time with their youngsters. For those looking for Classic American designed ride-ons and wagons then Radio Flyer produces beautifully crafted products that promise to last for years. In the last few months, Asobi has introduced some exciting new ranges from Tegu, Handlebar Heroes and heirloom rocking horses from the popular Rivelin brand. Tegu produces beautifully crafted magnetic building blocks which offer a great sustainability story and endless play. Handlebar Heroes engages creative play by allowing kids to dress up their bikes and scooters as dragons or ponies. With Rivelin, Asobi can offer hand built traditional rocking horses which are the definition of an heirloom. The firm will also introduce two new collections at this year’s Toy Fair from both Micador and Minimondos. 01628 2000 77

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Asobi’s motto is ‘inspired toys for today’, and that’s exactly what the firm plans to showcase at this year’s Toy Fair with selected ranges and new launches for 2016.

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KARAOKE

High Standing, Harding Road, Brinklow, Milton Keynes, MK10 0DF United Kingdom T: 01908 584666 E: sales@easykaraoke.com See us at Toy Fair Olympia 2016 - Stand D19

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SHOW GUIDE MV SPORTS For 2016, MV Sports will be launching no less than eight new licences, plus refreshes to another seven properties, as well as two completely new brand launches. The firm’s two flagship pre-school brands, Thomas & Friends and Peppa Pig, are getting a makeover for 2016 to ensure that product stays fresh and relevant to each successive generation of fans. Disney Princess is also strengthened with several exciting new product launches. Joining this formidable trio in the preschool arena is the return of Bob the Builder, Noddy and Teletubbies.

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B30 Spearheading the new Teletubbies range is the new Sound Around Po Scooter, based on the one used by Po in the show. Accompanying these properties will also be an all new range of bikes, rideons and inflatables based on the fastest growing preschool property of 2015, Paw Patrol. The irrepressible ‘hero next door’ Fireman Sam completes MV’s line-up of action packed ranges for pre-school boys. Elsewhere, this year will see the firm launch Finding Dory wheeled toys and inflatables. MV states: ‘the watery world of Dory, Nemo and friends is the perfect

STAND NUMBER B30

licence for pools, water slides and sprinklers.’ The company’s line of Shopkins wheeled toys is still doing well and elsewhere, later in the year, MV is launching a range of Trolls wheeled toys in anticipation of the new DreamWorks movie of the same name. For older boys, the unstoppable trio of Star Wars, Batman and Avengers all have exciting new additions based on the upcoming blockbuster film releases. MV also has two new own brand licences to shout about in 2016. Sitting alongside the firm’s Stunted line will be

MV Sports’ new Electrick and Twista ranges. These are two very diverse ranges that between them encompass scooters, self-balancing boards, powered urban vehicles, as well as popular tripod scooters. Completing the stable of MV own brands will be the new Hedstrom range of outdoor play equipment (complete with all new full colour packaging), Kickmaster football range with exciting new additions (in readiness for the Euros in summer 2016), plus brand new additions to the E-Moto battery operated kids brand. 0121 748 8000

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OBSERVATIONS OF A TOY INDUSTRY SURVIVOR

Jon Salisbury IT’S QUITE infectious this toy thing, particularly if you have young children, which I was incredibly lucky to have from the callow age of 24. Wanting to be the coolest dad in town, I once took my eldest son, who was then aged four, to the London Toy Fair to take pictures of the show, armed with the new Fisher Price camera. It seemed like a good idea at the time but so overwhelmed was he that he burst into tears, overcome by the toy wonderland that he was faced with. It’s either a dream come true for kids or a nightmare for manufacturers, but US Toy Fair 2016 is going to be open to children with its new Play Fair. ”We’re humbled and thrilled to work together with TIA on Play Fair,” explains Greg Topalian, president of LeftField Media who is masterminding the event. “For more than a century, TIA has gathered the professional side of the toy world together at Toy Fair, and now families, fans, and collectors will finally get to experience this excitement inside their own event.” Having reported that LEGO faced supply problems last Christmas, Hasbro now has some issues of its own. For example, demand for Star Wars toys is ‘running ahead of expectations’ at Hasbro, as the firm reveals that ‘inventory is already

Follow me on Twitter @jonsalisbury

US Toy Fair is opening its doors to let in a younger audience this year. Here, our columnist takes a look at whether it’s set to be a dream, or in fact a nightmare, for adults and their kids

running light,’ ahead of the key selling period. In 1965, the James Bond Aston Martin die-cast car won the toy of the year but, most importantly, marked the dawn of the character licensing business in the industry. 50 years later and James Bond vehicles are still going strong and remain popular with avid fans of the franchise. According to market research company The NPD Group, global toy sales have seen a seven per cent increase, which was an encouraging sign as the industry headed into the crucial Christmas period last year. “In 2015, the hype was not centered on any one toy item or property; there is popularity around a variety of products, which made 2015 a particularly strong year for the industry in markets around the world,” comments Frederique Tutt, global toy industry analyst, at The NPD Group. Changing the subject, LEGO France was giving out slippers to soften the pain of standing on a brick in bare feet. Back in the day, Tyco Toys launched a construction brick and a predictably litigious LEGO sued. The judge in the case said that it didn’t matter whose brick you stood on ‘it still bleeping well hurt’. Forget all the heinous crimes deserving of foul language, it took a toy to detonate the ‘F bomb’.

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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