ToyNews December 2016 by Biz Media Ltd

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Retail 16 One to remember We take a trip down memory lane of the last 12 months and highlight the big news of the year

December 2016

No. 179

Licensing

22 Future heads ToyNews explores the world of connected toys and the latest evolution of child’s play

Pre-School

Marketing

24 Dear Santa... We offer you the definitve list of top toy must haves for Christmas 2016

30 Wicked game Esdevium tells us about a sterling year across its board game and Pokemon portfolio

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07/11/2016 10:35

MEET THE TEAM Robert Hutchins Editor rhutchins@nbmedia.com Jade Burke Deputy Editor jburke@nbmedia.com Sophia Jaques Senior Account Manager sjaques@nbmedia.com James Marinos Production Executive jmarinos@nbmedia.com Julie Champness Designer jchampness@nbmedia.com Andrew Wooden Content Director awooden@nbmedia.com Mark Burton Managing Director mburton@nbmedia.com

Editorial: 0207 354 6017 Advertising: 0207 354 6000 www.toynews-online.biz

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

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WELCOME

CONTENTS

COMMENT

Regulars 06 08 08 09 10 12 14 54

News Campaign of the Month Playtime Euromonitor Industry Movers Crowdfunding focus Industry Opinion ToyTalk

Features 16 The year in review 20 Products that defined 2016 26 INTERVIEW: UBTech Licensing.biz 33 News Pre-school 37 News Retail 41 News 42 Indie Profile 44 Toy Shop UK 47 Sector Guide: Magic & Puppets 51 Sector Guide: Kids’ Parties

A year to remember

ell, turns out that wasn’t a shovel that just hit us smack across the chops, but in fact the year 2016. With a real wallop, the past 12 months have certainly turned a many number of things on its head. From the passing of cultural icons like David Bowie, to the upheaval of the results of an EU referendum, it feels like 2016 is a year that has taken a lot. I certainly never thought I would be writing my first leader column in a world in which Donald Trump was preparing to paint the White House his own spectacular shade of orange. At least we can take comfort in one the few stabilities left in life and tuck into a lovely portion of Toblerone…oh, wait. But 2016 has given us plenty to cheer too. We all remember Chewbacca Mom, right? She’s had a bloody brilliant year, for instance. And it has by and large been a fantastic year for the toy industry, kicking off with the launch of a new look Barbie in January and at the time of going to press culminating with the news of parents scrambling over the last self-hatching egg toys, Hatchimals. And from one good egg to another, you’ll notice Billy’s picture no longer hovers at the bottom of this page. Instead it is I, admittedly at my hairiest and looking like I’m stifling a sneeze, peering at you as the new editor. Do drop me a line with your thoughts on the mag, I’d love to hear what you like (and don’t!). Until next time, Merry Christmas!

I never thought I would be writing my first leader column in a world in which Donald Trump prepares to paint the White House his own spectacular shade of orange, yet needs must and despite it all, we’ve had a very good year.

Contact: Rhutchins@nbmedia.com

December 05

18/11/2016 15:55

NEWS

Big plans in place for sell-out Toy Fair 2017, says BTHA Following two consecutive years of NPD-reported market growth, the BTHA expects to be going into another strong year for toy sales as London’s Toy Fair ranks up a 70 per cent exhibitor return rate for next year’s show BY ROBERT HUTCHINS

he BTHA has teased a number of ‘big tricks up its sleeves ’ for visitors to its upcoming annual London Toy Fair in January. The show reached its maximum exhibitor numbers at the start of October, four months ahead of the fair’s opening on Tuesday, January 24th 2017 and ahead of time compared to last year. The early show of support has already been hailed as ‘great news’ for the gathering held at London Olympia that is returning to its usual Tuesday to Thursday format following date changes last year. A 70 per cent exhibitor return rate for 2017, including the likes

of LEGO, Character Options, Vivid Imaginations, Flair and Playmobil, has instilled an early excitement among the show’s organisers. “We can’t say too much just yet, but visitors can expect to be wowed the moment they walk through Olympia’s entrance doors this year as we have some big plans up our sleeve for this space,” Majen Immink, head of Toy Fair operation and sales, told ToyNews. “Toy Fair has sold out ahead of last year which is a positive

reflection on the continued strength and success of the UK toy market. “For the last two consecutive years we have reported increased growth for UK toy sales and looking at NPD’s latest figures, we can predict we will be going into 2017 off the back of another strong year of toy sales, so expect lots of exciting product launches at the show.” Among the largest areas of growth for the 2017 Toy Fair, the Greenhouse has seen some of its fastest pick up to date, having sold out of exhibition space in July of this year.

Next year, the zone will welcome 40 companies, including more than half of last year’s Greenhouse exhibitors, as they join a number of first-time exhibitors such as BKDLondon and Funkit World. “The Greenhouse is a fantastic opportunity for retailers, licensors, media and wider industry to see a whole range of fun, unique and quirky products trying to enter the market,” said Immink. “Visitors to next year’s show can expect a jam packed three days with the chance to see big celebrity launches on press day, products put through their paces for the first time by our Toy Fair kids, as well as retailer’s prediction of the top selling toys for the year.” BTHA: 02077 017 127

New super-hub to boost Amethyst’s capacity by 40% The multi-million pound investment by the logistics firm will encompass over 40,000 pallet positions, a three tier Mezzanine and state of the art systems BY BILLY LANGSWORHTY Third party logistics firm Amethyst Group is set to increase its capacity by over 40 per cent thanks to the development of a new super-hub. A premium addition to its existing portfolio of warehouses, the super-hub is a multi-million pound investment that will encompass over 40,000 pallet positions, a three tier Mezzanine and state of the art systems.

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“Very few companies offer a ‘one stop solution’ within the multichannel industry,” Allan Fosbrook, business development manager at Amethyst Group, told ToyNews. “Our capacity will increase by over 40 per cent, providing a greater depth of services and will enable us to continue to expand our well established client base within the toy, nursery, consumer and fashion divisions.” Amethyst managing director, Naresh Patel, added: “We’ve had

a great 2016; the business has grown significantly. “Allan Fosbrook returned to Amethyst in January to lead our business development team and has introduced several new customers to our toy and nursery client base. Space is at a premium and hence the super-hub will greatly increase our footprint.” The firm’s new super-hub will be located in central Warwickshire, in close proximity to motorway

networks, major parcel carrier hubs and the ‘Golden Triangle’. Fosbrook continued: “This will provide additional capacity for late cut-off of B2C and D2C orders and preferential bookings with all major DCs for B2B orders. “Plus, it will further strengthen our status as a leading 3PL provider in B2B, B2C and D2C fulfilment within the toy, nursery, consumer and fashion sectors.” Amethyst Group: 01789 470880

www.toynews-online.biz

17/11/2016 13:10

NEWS

Hasbro sees demand for adult games on the rise The firm’s brand new ‘adult-rated’ Midnight Taboo promises “hilarious and sometimes cheeky moments” BY JADE BURKE

asbro is predicting that the appeal for games aimed at an older audience will continue to grow, as it launches an adultrated version of Taboo. Titled Midnight Taboo, the adult-rated edition of the popular game of forbidden words will boast its own brand of unspeakable fun and is just one example of the firm embracing the ever growing adult gaming market. “In Midnight Taboo, teams compete against each other to guess the subject on the card,

avoiding designated forbidden words, inviting hilarious and, sometimes cheeky moments,” said Craig Wilkins, marketing director at Hasbro. “The popularity of games aimed at an older audience is ever increasing and has really taken off in the past few years. With the digital world taking up both our work and social lives, it’s not surprising to see adults turning to board games

as a way to disconnect, and the demand for these games is high. We anticipate this to continue to rise.” Midnight Taboo is not alone in bringing a grown-up edge to Hasbro’s gaming portfolio, and it

looks to be a line-up that’s only going to grow over the next 12 months. “The game perfectly complements Hasbro Gaming’s existing range of grown-up games which also includes Cranium Dark, where players guess the subject of the card based on the acting abilities of their teammates and Speak Out, the hysterical mouthpiece challenge game,” added Wilkins. “Even Pie Face Showdown, which not only provides endless hilarity children, but adults too.” Hasbro: 020 8569 1234

“It has never been a better time to buy British,” says EDUK8 MD Educational firm is returning to Hong Kong Toy Fair in January boasting a bigger stand than it’s had before BY ROBERT HUTCHINS Educational toy specialists EDUK8 is returning to the Hong Kong Toy Fair in January with its biggest stand to date, and the firm is expectation a great show as “it’s never been a better time to buy British”. The UK pavilion at Hong Kong will boast an increased size for 2017, and for EDUK8, it remains a vital show on the industry calendar. “The UK pavilion is definitely growing each year, and I suspect that it will be particularly popular, possibly due to Brexit, in that it’s never been a better time to buy British,” Christine Lawson,

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EDUK8 managing director told ToyNews. “Hong Kong is the first of the main toy trade shows, and geographically is ideal for companies and customers who are based in the Far East, Australia and West coast USA. And it’s a wonderful opportunity to connect with suppliers to see the trends set to enliven this growing market. “Due to our success at the Hong Kong Toy Fair 2016, our stand will be larger, which will afford the opportunity to display even more products including many new items.” And among these new items will be a line large play mats in zoo, city, construction and farm themes and EDUK8 believes the range will

be a big hit at next year’s Hong Kong show.

Lawson added: “These are vibrantly coloured, anti-smudge 200x120cm roll mats, which will stimulate a child’s imagination by creating a mini-world for them on the floor. “Other new additions this year are the new Dice Domes. So no more lost dice. We also offer an extensive range of hands-on Science and Maths orientated toys, ideal for encouraging STEM learning in young minds. This is one of the significant trends in educational toys. “We’ve been serving the demand from the beginning, and will be launching new items to this range at Hong Kong Toy Fair.” EDUK8: 01434 672 336

December 07

18/11/2016 10:31

CAMPAIGN OF THE MONTH/PLAYTIME

Race to Christmas Glory With Christmas around the corner, Anki is rolling out a series of initiatives to help maximise the awareness of its Anki Overdrive set, from new advertising slots and a sponsorship with The Simpsons to a Christmas party CONTACT: ANKI, 0800 808 5701

ince launching in the UK in October 2015, Anki Overdrive has been a runaway success. Such was the response last Christmas that demand skyrocketed beyond expectations – UK sales playing their part in Anki Overdrive shipping enough Starter Kits globally to wrap around Silverstone’s grand prix racetrack more than seven times. To maximise awareness with its audience, Anki struck a deal with Sky to sponsor The Simpsons from September to the end of December. Airing during teatime with approximately 25 episodes a week, the Anki Overdrive segments are allowing the brand to reach children and their parents. Advertising slots have been secured on several kids’ TV

channels such as Nickelodeon and Boomerang with the campaign running from mid-October to the end of December and introducing two new creatives – one focusing on the technology behind Anki Overdrive and the other centering on Supertrucks. Anki furthered its TV visibility by sponsoring Cartoon Network’s October half-term holiday programming, while VOD platforms have been added to the mix to capitalise on children’s smart device screen time. Anki has also teamed up with several influencers to produce content pieces featuring Anki Overdrive. The company has also been throwing its full PR might behind its Christmas campaign and these past few weeks Anki Overdrive has been featured

editorially in The Sun and Daily Mirror, as well as in specialist publications such as Stuff, T3 and Top Gear Magazine. The icing on top of the cake being it featuring in The Jonathan Ross Show’s green room on the day children actors from Stranger Things were paying a visit. Keen to leave no stones unturned, Anki ensured it had

a presence on the ground at Kidtropolis and Digital Kids Show. Christmas is not Christmas without a party, and the Anki team has been working on organising a VIP event for members of the media, as well as a host of family bloggers. Dubbed The Christmas Party of the Future, the invite-only extravaganza will take place in London later this month.

Playtime’s Lauren Coombs takes a look at the growth in advertising from toy companies across the October half term Latest Available data at time of printing

e see a variety of viewing minutes to kids’ We see a variety of advertisers who have not TV advertised advertisersthroughout who have commercial channels the Spring/Summer period come onhave air to push product sell through from September onwards. a result, one not TV advertised increased since 2013. As When that is always heavily in demand is the October half term throughoutweek the reviewing half term week the (24th-30th October 2016). spring/summer period come on air the supply was matching When comparing total Toys & not Games brand countdemand year on year, 339 brands were air during to 24thkids’ -30th October ‘16 vs 328 in to push product sell through from withonviewing commercial 2015* demonstrating a 3% increase YoY. If we go back a bit further September onwards. As there a result, channels seeing a decline of 11 per has been a 51% increase in brands since 2013*! one week that is always heavily cent on year. However in the supply is notyear matching demand with viewing to the Kids term commercial channels a declineofofchannels -11% year onsuch year. demand is the October half Thisseeing is a result This is predominantly a result of channels such as Cartoon (October 24th to 30th 2016). asand Cartoon Network, Cartoonito Network, Cartoonito Disney XD recording between a -33% to 58% decline decline could have beenbetween worse if not When comparing the total toys in viewing. and The Disney XD recording for channels such as Kix, per Nickelodeon and Milkshake delivering and games brand count year a 33 cent to 58 per cent increased viewing between 35%-54%. Popularity of free to air on year, 339 brands werechannels on air has also proved decline in viewing. beneficial with Pop displaying a 20% growth YoY. during October 24th to 30th 2016 The total decline could have So with overall supply down yet increasing demand for the versus 328 in 2015* demonstrating been worse if not for channels such airtime, which Toys & Games commercial held the No.1 position as a three per cent increasethe year as Kix and Milkshake delivering moston heavily advertised brand across October half term? For the third year running Epoch Sylvanian Families recorded year. If we go back a bit further, increased viewing between 35theper largest amount of CH Eq. TVRs at 128 for the week alone. This is a there has been a 51 per cent centposition to 54during per cent. Popularity 5% increase from their the Half term week inof 2015 . TVRs).free to air channels has also proved increase in brands since (122 2013 CH**Eq. Despite wide reports*2015 ofHalf a term dates: 26 Oct-1 Novbeneficial with PopNovember displaying ’15. 2013 Half term dates: 28 October-3 2013 225 brandsa 20 downturn in children’s Source: viewing, per cent growth year on year. BARB 2013-2016 th

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Source: BARB 2016

Who was the most heavily Toys & Games *2015 Half advertised term dates: 26 Oct-1 Nov ’15.brand 2013. **Half term dates: 28th October-3rd November 2013 225 brands across the in demand October half term period?

So with overall supply down, yet

Following the fact that Kids viewing to adult increasing demand the half airtime, commercial stations acrossfor October term also recorded -18%games decline itcommercial suggests that which toysaand Kids are seeking content on other devices and held the number one position as platforms. the most advertised brand With Sky andheavily Disney launching their own VOD platforms, the issue for agencies and across October half term? advertisers alike is in placing commercials with For the thirdplatforms year running Epoch a number of these not yet being commercially Sylvanian available. Families recorded the However highlights of theCH importance that we largestitamount Eq. TVRs take note of children’s changing media habits at 128 for the weekdivide alone, per and therefore effectively thefive marketing investment between the channels. this2015 is an cent up from their positionIf in area you need assistance with please contact (122 CH Eq. TVRs). us to learn more about The Media Aggregator; In comparison with lasttoyear, a a propriety tool we have created help assess the optimalof investment pattern between TV number kids’ stations have now and other AV media.

launched their own VOD platforms,

Toy News PlayTimeToyNews is provided by PlayTime 0207 307 7900 www.generationmedia.co.uk

for example Sky and Disney. The issue for agencies and advertisers alike is in placing commercials across these channels following the fact that they are not yet commercially available. However, it highlights the importance that we take note of children’s media habits and effectively divide the marketing investment between the channels. If this is an area you need assistance with, please contact us to learn more about The Media Aggregator; a propriety tool created to help assess the optimal investment pattern between TV and other AV media.

is provided by Generation Media

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

17/11/2016 16:57

EUROMONITOR RESEARCH

The appeal of licensed toys Euromonitor International analyst Svenja Krutchen looks at how the appeal of licensed toys and games differs between the UK and Germany, and why firms should maximise the benefits of social media when engaging kids with brands

n the UK and Germany, licensed traditional toys and games were the main driver of sales in 2015. This was driven through the release of the then new Star Wars movie, which boosted sales of traditional toys. In addition to this, the movie Frozen is still seeing sustainable sales, also benefitting sales of traditional toys and games. Licensed toys come with a notable price premium compared to non-licensed toys. Therefore, an increase in licensed toy sales has the ability to boost overall value sales. Nevertheless, Germany and the UK are not at the same level when it comes to the overall success of toy licences. In fact, Germany is something of a difficult market for licensed toys. According to Euromonitor International research, 20 per cent of traditional toys and games turnover is generated through licensed toys in Germany, compared to 30 per cent in the UK. The difference in sales between these two countries is mainly due to differences in the media landscape and media usage. While TV subscription services are common in the UK, most

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households in Germany only receive free-to-air channels. As there are only a very limited number of channels showing children’s programmes, children are less aware of the latest shows. Lacking the knowledge of the shows, children are unable to form a close bond with the characters and are less inclined to ask for toys carrying this licence. In addition to this, the most popular children’s channel, KiKa (Kinderkanal), does not broadcast any advertisements. Therefore, children also have limited knowledge about which toys are sold in the shops. A current alternative approach to attracting children’s attention is licences from video games. Video games are performing well in Germany, with sales of €2.7 billion in 2015, an increase of eight per cent on the previous year. One successful video game licence is Minecraft, which sees its pixel characters distributed by the leading construction manufacturer LEGO, as well as plush toys and action figures. Nevertheless, video game licences come with their very own issue – children who play video

games are usually older than children who are interested in plush and construction toys. The majority of traditional toys and games, namely 61 per cent, are aimed at children up to the age of 12, while the age restriction on a large proportion of popular videos games actually starts at 12 years of age. For sustainable success, licensors and toy manufacturers – both in the UK and in Germany – need to recognise the opportunities that open up through children becoming accustomed to smartphones and tablets at an early age. A successful example of this is Frozen. Fans spread the word across all common social media channels, for example YouTube, Twitter and Facebook. The engagement with the film created a hype that children and adults equally wanted to take part in and which helped accelerate the success of the film and its licensed toys. Smartphone apps and games can further engage children with film and movie characters, which will ultimately benefit sales of licensed toys and games.

SVENJA KRUTCHEN Analyst, Euromonitor International

Euromonitor International is the world’s leading independent provider of strategic market research. The firm creates data and analysis on thousands of products and services around the world. Euromonitor’s Passport database provides insight on industries, economies and consumers worldwide, helping clients analyse market context and identify future trends impacting businesses globally. For more on Euromonitor and Passport, head to http://www. euromonitor.com/

December 09

17/11/2016 13:13

APPOINTMENTS

Industry moves University Games is named December’s team of the month, revealing details of the firm’s excitement for London Toy Fair. Elsewhere, ToyNews shakes up its editorial team and Spin Master gains a new UK head of sales UNIVERSITY GAMES Who’s in the team? Adrian Whyles – MD, Sharon Fosbery – sales and marketing manager, Wendy Hicks – key account manager, Kylie McGuire – sales and marketing assistant, Chloe Delaney – office administrator and Lesley King – finance manager. What have been your biggest successes of the last 12 months? 2016 has been a very strong year, and we are seeing double digit growth on a number of our games. 5 Second Rule is over 30 per cent up year on year, and our top children’s game, Bunny Jump has even larger growth. Our new TV advertised family game Googly Eyes has won a

ToyNews n The magazine has announced a series of changes to its editorial team, with ROBERT HUTCHINS taking on the role of editor as BILLY LANGSWORTHY departs. JADE BURKE has since been promoted to deputy editor, while JACK RIDSDALE has been appointed as the magazine’s new staff writer. Hutchins said: “Glad to finally be sat in Billy’s throne, even though he’s left it a bit damp. Looking forward to welcoming Jack to the team and of course massive congratulations to Jade.”

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Gold award in the Right Start Toy Awards, and sales are showing the consumer loves it too. What are you working on now? We all know Q4 is the toughest challenge, so we remained focused on maximising sales. We have also been planning for 2017, as we also enter preview season. We have secured the Paddington license, and we have been busy developing the line. Dinosaur Roar is a fabulous license also set for release in 2017, and that provides a terrific opportunity for us to develop a fun range for children too. Will you guys be attending any of the Toy Fairs next year?

Spin Master n The toy firm is bolstering its sales division in the form of SARA TAYLOR as its new UK head of sales. Taylor first joined Spin Master eight years ago from Funrise, where she spent over four years managing UK retailers and international distributors. ‘Sara is truly thrilled to be taking on this new challenge to lead our UK sales and work closely with the team here in Bourne End, and our of course our valued retail customers,’ read a statement from Spin Master. The Alpha Group n The company has welcomed three new hires, including JEAN-CHRISTOPHE PEAN (pictured)

Absolutely – we will be supporting UK Toy Fair again (stand F10), to show all of the new products we have been working on. Then it’s off to Nuremberg and New York to start the 2018 process.

How will you be celebrating Christmas this year? Obviously playing lots of different board games, but in the Christmas spirit, or ‘spirits’, if you know what we mean?

What are the biggest challenges you face? Costs, technology, communication and time.

Who avoids the washing up? Everyone – that’s what dishwashers are for. Who avoids loading though?

as president, having previously held the role of executive VP at Mattel. Elsewhere, BREHAN MAUL is joining as Alpha’s new VP of marketing, while DARREN LEE PHILLIPSON has been named head of product design. RAY WANG, president international at The Alpha Group LLC, said: “As we continue to invest in the future, I am confident that given his leadership and industry experience, Pean will lead the Alpha business to great success in both the US and Europe.”

“As our ongoing commitment to customer support I am delighted to welcome Sasha to our team,” said DAVID ALLAN, sales and marketing director at DKL.

DKL n SASHA BETTY is the latest recruit to DKL Marketing’s sales and marketing team. As sales executive, Betty will be responsible for managing in-house accounts and developing relationships.

Funrise n The toy firm is gaining two new key executives in the form of RANDY SHOEMAKER (pictured) and MARTIN GOOD. Randy Shoemaker is joining the toy firm as vice president of global brand marketing, and will lead the global development, consumer marketing and retail promotion of all Funrise brands. Meanwhile, Good has been named as vice president International and will lead the company’s growth across Europe, Middle East and Asia Pacific, as well as Latin America.

www.toynews-online.biz

18/11/2016 10:38

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10/11/2016 10:28

CROWDFUNDING

Ghoulash After developing a paper version of Ghoulash back in the 80s, Mike Suchcicki of Ghoulash Games has unveiled a revamped tabletop version of the game on Kickstarter. Here he speaks to Jade Burke about his plans to work on a novel inspired by the Ghoulash gaming universe and the enduring appeal of tabletop games Platform: Kickstarter Goal: $3,000

Can you tell me a bit about your game, Ghoulash? I created the first version of Ghoulash, a pen-and-paper game for two players, way back in 1982. In the mythology of Ghoulash, the Earth is infested with these giant, green, deadly monsters known as Ghouls. In both versions of the game, the original paper game and the new card game, players race to battle the Ghouls and save humanity. How did you come up with the idea for the game? In the late 70s/early 80s I decided to design an RPG that could be played by two players, with each player being the game master, or dungeon master, for the other. I released a self-published version of the paper game in 1982. It sold a few copies, thanks to a review in an adventure gaming magazine, but then I decided to put it on the shelf until I could figure out a better business model for it. In the late 90s, I refined the original Ghoulash concept into a game that fit onto one sheet of paper. In 2007 we published a series of scenario collections in magazine form that, through distributors, were available in game stores in the US and Europe. My son Joe encouraged me to make a board game version, but I was resistant; I liked the simple, low-tech paper version. But we developed the board game version and even launched a Kickstarter campaign, but it was unsuccessful. We then decided to refine the board game even more, turning it into a card game, which is what we’re marketing now.

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Why did you opt to launch the game on a crowdfunding site? In our case, the Kickstarter campaign is not a launch; we already were self-publishing the game as a tiny, father-son independent game company on Ghoulash.com. The reason for the Kickstarter campaign is to help get the game out to a wider audience and to help us build an inventory of the games for sales. Can you tell me a bit about how the game works? In the card game, two to four players use Characters Decks that represent the world’s top Ghoul Hunters. Each character has Specialties that set them apart from their opponents. The central Encounter Deck represents the obstacle-filled office building where players rescue Bystanders and look for Ghouls. Players maintain a hand of seven cards and battle Ghouls using Value Cards from their hand. When a Ghoul is defeated, the player earns the Victory Points on the

card. The first player to 10 Victory Points wins the game. What do you make of the current appetite for tabletop games? The tabletop game revolution is something awe-inspiring to see, and we’re proud to have

The tabletop gaming revolution is something aweinspiring and we’re proud to have our microscopic corner of that phenomenon with Ghoulash. Mike Suchcicki, Ghoulash Games our microscopic corner of that phenomenon with Ghoulash. We encounter a lot of tabletop gamers; both at local game stores and on social media, and for many of them tabletop games are an

addiction. Games need to be quick to learn, easy to lay out and pack up and provide a solid hour or two of fun. We have worked hard to make the Ghoulash Card Game one that would fit easily into an evening of enjoyment amongst tabletop gamers. How can retailers get on board? Currently we have no distributor arrangement for either our card game or the original paper game (which we continue to self-publish in book form through Ghoulash.com); any arrangements with retailers we are making ourselves, on a case-by-case basis. What’s next for you guys? Joe and I are already working on the second edition of the card game, which we will self-publish regardless of the outcome of the current Kickstarter campaign. We’re also planning a second edition of the current version of the Original Paper Game. I’m continuing work on a novel based in the Ghoulash universe. www.toynews-online.biz

17/11/2016 13:15

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14/11/2016 18:15

OPINION

World of pure imagination With the digital world now sophisticated enough able to mimic real life, Richard Heayes looks at why the toy business needs to be the flag bearer of imagination

Video games try to create immersive experiences, but there’s nothing better than your imagination. Once that’s sparked, you’re hooked.

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

write this on the eve of the presidential election, so if you are reading this, the world as we know it is still here. However, I’m seriously considering the notion that we are all living in a giant computer simulation dreamed up by Cybercode in the year 2500 AD - but I fear a disgruntled employee has been playing with the settings. Reality seems to be blurring at the edges. Not only with the continuous stream of information we are all getting hourly via our mobiles, but the way the digital world can now mimic the real world with very little noticeable difference. We talk to AI operators on the phone and let algorithms make daily decisions for us without really noticing. It isn’t surprising then that many people are looking for some

escapism from this reality - the rise of tabletop games can be very much linked to this trend. It was the same during the Great Depression in the 1930s with people looking to escape the reality of the time with the birth of Monopoly. Today, we see games that reflect every type of theme and playing style emerging across the globe. As much as video games try to create an immersive experience, there is nothing more immersive than your own imagination and once that gets sparked, you’re hooked. Just like the written word, sometimes the simplest of carefully crafted experiences can provide the deepest immersion and the richest memories. Imagination however can often take a back seat in our business, as it takes a bit more effort to describe and market a

more open-ended experience. It’s much easier to market the whizzbang moment, however I think it’s absolutely imperative. Imagination makes toys and games your own; it is the thing that creates the strongest memories and the strongest human bonds. It is often the catalyst for something new, and once kids realise they have the power to make change within themselves, they’ll want to repeat that experience over and over. All parents have huge aspirations for their kids. They don’t want them to be drones, they don’t want them stuck in a job with no prospects. Imagination is the key to success as it lets you paint a path for your life and create dreams that drive you. The toy business needs to be the flag bearer of imagination and promote it. Never underestimate its power.

Why board games and why now? Rob Harris, founder of Playtest UK and head of development at Modiphius Entertainment looks at why we’re currently in the midst of a golden age of gaming

Games is the single most successful sector on the crowdfunding website Kickstarter with $650m pledged towards it to date.

ABOUT THE AUTHOR Rob Harris is the founder of Playtest UK, a group of friendly game designers and testers tasked with offering valuable feedback to help others get their foot in the door and see their titles published.

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f your experience of board games is only marathon games of Monopoly at Christmas followed by family fallouts on Boxing Day, then you are missing out on the exciting new board games that are now becoming a force in the marketplace. According to market research group NPD, the sales of tabletop games, including board games have seen a 20 per cent rise in the last year alone. Games is now the single most successful sector on Kickstarter, the market-leading crowdfunding website, with $560m pledged. Although this includes video games, they represent only one quarter of that money raised. Staring at screens at work and failing to get the attention of kids glued to video games has led many families to reject the screen and

spend their leisure time sat down with a board game or two once again, and it’s a very welcome sight. The renaissance in board game design began with the publication of Settlers of Catan in 1995, which has gone on to sell over 22 million copies in 30 languages across the globe. Game designers started to address the problems of traditional games that took too long, suffered from too much luck and lacked meaningful interaction between players. Now a fun family board game, such as Camel Up, Deep Sea

Adventure or Pandemic, will typically take an hour to play and without direct confrontation, everyone will still be friends while enjoying the Christmas turkey. I founded Playtest UK as a non-profit organisation to support this new breed of designers. In the past, new inventors would only get to playtest their games with friends and family, who could offer few insights and soften the harsh blows of reality. With over 1,750 members and meet-ups in 18 cities throughout the country, Playtest UK now helps designers to get the useful feedback they need to improve their games and get their titles published. We are living in a golden age of board games. It is one that offers a variety of new gaming experiences and fantastic production values. It’s only a good thing, because you and your family deserve better.

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18/11/2016 15:27

OPINION

Online influencers: Beware the regulatory pitfalls Harbottle & Lewis’ Kostyantyn Lobov takes a look at some of the legal issues toy and game firms should be aware of when using online influencers to boost a brand

Some YouTube channels have amassed more than five million subscribers in just over a year. But advertisers need to be wary.

ABOUT THE AUTHOR Kostyantyn Lobov is an Associate at Harbottle & Lewis LLP, specialising in Advertising and Intellectual Property Law.

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he use of online influencers to promote products is now virtually ubiquitous in many of the world’s industries. Its popularity can be attributed to its ease of targeting at particular audiences, and the potentially outstanding return on investment. It is also not perceived by consumers as a traditional form of advertising, and therefore results in higher rates of engagement among them. The figures speak for themselves – YouTube channels like Ryan Toys Review have amassed more than five million subscribers and almost eight billion views in just over a year. There are, however, some pitfalls which advertisers need to be very aware of. In the UK, the CAP Code, which regulates non-broadcast advertising and is enforced by the Advertising Standards Authority (ASA), requires marketing communications to be obviously identifiable as such to the average

consumer. This is underpinned by the Consumer Protection from Unfair Trading Regulations (CPUT) which states that using paid-for editorial content to promote a product, without making that clear to the consumer, is a blacklisted practice which is in all circumstances deemed to be misleading. Breaching the CPUT can amount to a criminal offence. The ASA’s approach differs depending on whether the content is a ‘marketing communication’ or ‘sponsored content’. The distinction lies in the degree of editorial control exercised by the brand. Content which is paid-for, and over which the brand exercises editorial control, will generally be a marketing communication. Content which is paid-for, but over which the brand exercises no editorial control, will generally be classed as sponsored content. That said, the ASA is likely to take into account all of the surrounding circumstances, such as the size of the payment. Payment can come in various

forms (including free products or discounts). Similarly, editorial control includes, for example, reserving the right to review the influencer’s messaging. There is no prescribed way in which a marketing communication must be identified, but it must happen before the consumer views the content. The ASA recommends labelling the content as an “ad” or “advertisement feature”. Phrases such as “brought to you by” are considered ambiguous, and should therefore be avoided. In the context of toys, the average consumer may be a child, whose age, attention span and impressionability are taken into account. Sponsored content falls outside the ASA’s jurisdiction, but could still fall foul of CPUT if not properly identified as such. In cases where the constraints permit it, the prudent approach is to label content as an ad. If a more nuanced approach is needed, advertisers may wish to obtain input from a professional familiar with the regulator’s latest thinking on the subject.

December 15

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REVIEW OF THE YEAR

2016: Year in review 2016 will go down as a year where national treasures dropped like flies, Brexit split the nation and Donald Trump became US president. Fortunately, it was a brighter year in the toy space. Take a stroll down memory lane as Robert Hutchins looks back at the year’s major talking points JANUARY Following the release of Star Wars: The Force Awakens, fans ask #WheresRey? in response to the lack of the film’s lead character Rey among the merchandise roll-out. Mattel launches three new never before seen body types for the iconic fashion doll Barbie, including tall, curvy and petite. Esdevium’s parent company Asmodee acquires the worldwide English-language publishing and brand rights to Settlers of Catan, which leads to the creation of Catan Studio. LEGO unveils its BESTfirst wheelchair using Minifigure at Nurumberg Toy Fair, SELLING TOY: which is part of the firm’s new LEGO City Fun in the SHOPKINS Park set. 2 PACK

FEBRUARY Wicked Toys details plans to relaunch Teddy Ruxpin. Sainsbury’s bids £1.3bn for Home Retail Group. News breaks that Hasbro and Mattel have been engaged in talks over a possible merger that would create one of the largest toy makers in the world – no merger was eventually agreed. Elsewhere, Spin Master acquires Etch A Sketch for undisclosed sum.

BESTSELLING TOY: LEGO MINIFIGURE

MARCH LEGO puts £4m into LEGO Professorship at Cambridge University in campaign for kids to learn through play. Joking Hazard becomes second most funded card game of all time on Kickstarter. Magmatic, the firm behind the popular Trunki case, loses its court case against PMS International over a dispute about product design. Revell outlines ‘major change in direction’ encompassing re-launches and staff BESTSELLING changes. Mattel launches new content TOY: creation division, Mattel Creations. SHOPKINS 2 PACK

APRIL

BESTSELLING

VTech completes $72m acquisition of TOY: UEFA LeapFrog. Independent Toy and Gift Show EURO 2016 STICKERS 2016 declared ‘the best ever’. Amazon PACK pilots click and collect scheme with Barclays. Toymaster remains confident in its longterm viability, despite loss of Trod Ltd. NBCUniversal purchases DreamWorks Animation for $3.8bn. UK toy market sees eight per cent sales growth for Q1 2016.

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MAY Hasbro appoints David Henderson as country manager UK and Ireland as sales of the firm’s Chewbacca mask soar when ‘Chewbacca Mom’ video goes viral. Mothercare sees first profit in five years as UK business enjoys 3.6 per BESTcent growth. Disney pulls plug on SELLING TOY: LEGO Disney Infinity. Dark Souls: The DISNEY MINIBoard Game breaks £2m barrier FIGURE on Kickstarter.

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18/11/2016 10:34

REVIEW OF THE YEAR

JUNE Online crowdfundng site Kickstarter reaches $500 million milestone in games category pledges, with tabletop gaming titles leading the way. Hornby details plans to reduces number of product lines by 40 per cent after ‘disappointing financial results’. Playmobil teams up with Sony Pictures to launch its first-ever licensed product with Ghostbusters play-sets. Hasbro’s Yo-kai Watch toy line is released in the UK, featuring the Yo-kai Watch and medals. The Toy Trust secures enough funds to support all registered UK children’s hospices thanks to a generous donation from Richard Beecham.

BESTSELLING TOY: UEFA EURO 2016 STICKERS PACK

JULY Flying Toys ceases trading after 40 years. Rubie’s ramps up fight against counterfeiters with new European strategy. Playtime PR’s Lesley Singleton named ToyNews Woman of the Year 2016. Hasbro bumps off Mrs White and introduces fresh suspect for Cluedo in the form of Dr. Orchid. Jazwares acquires musical toy and accessories firm First Act. Mattel secures master toy rights to Jurassic World.

AUGUST Big Potato grows on US soil with exclusive Target deal. Spin Master acquires Swimways. Wooky Entertainment enters administration. LEGO BESTtops Brand Finance’s 25 most valuable toy brands of the year. TIA SELLING TOY: UEFA drops gendered categories for Toy of the Year Awards 2017. The 2016 Toy Store eyes fleet of UK stores despite Oxford Street departure. EURO STICKERS PACK LEGO debuts Minifigures series 16 collection, featuring a Desert Warrior, Penguin Boy, Ice Queen, Spy, Banana Guy and more.

BESTSELLING TOY: 8FT FAST SET POOL AND COVER

SEPTEMBER Sainsbury’s completes acquisition of Home Retail Group. Amazon Dash buttons launch in the UK. Hornby back on track as ‘root and branch’ restructure bears fruit. Disney unveils Rogue One toy line-up. #ToyLikeMe’s new online hub launches following successful crowdfunding campaign. Sky secures UK broadcast rights to Drone Racing League events. Hasbro’s Speak Out becomes the firm’s second viral sensation of 2016.

OCTOBER Hamleys opens first store in Birmingham. Hornby details its strategy to target indie retailers in latest step in the company’s turnaround initiative. The Entertainer celebrates 35 years with £13k Christmas catalogue giveaway. Spin Master lifts the lid on tech toy Hatchimals. Hasbro overtakes LEGO in Amazon UK’s best-selling toys list. LEGO debuts new The Beatles Yellow Submarine set, complete with minifigures of John, Paul, George and Ringo. Fisher-Price to ‘step up efforts’ against gender stereotyping after Little People play-set backlash.

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NOVEMBER Hasbro opens itself up to product suggestions from consumers with Spark Hasbro. TOMY UK named European master toy partner for Molang. Mattel unveils its Ashley Graham Barbie doll. DreamToys 2016 list unveiled, including Speak Out and SelfieMic.

December 17

18/11/2016 10:34

ENGINO

Click and connect Boasting an extensive line of STEM and construction toys, it’s no wonder Engino is recognised as a serious player in the toy space. Jade Burke catches up with owner and MD Costas Sisamos about the firm’s increasing presence worldwide, its expectations for upcoming pre-school range Qboidz and why STEM products are on the up

aving considerably increased its worldwide presence in the toy market over the past few years, Engino is confident that 2016 is set to be the company’s ‘most successful year to date’. Known for its construction toys, including its Discovering STEM, Eco Builds and Inventor Girls lines, which will soon be bolstered by Engino’s upcoming pre-school construction Qboidz range, business has been booming for the company. “Not only have we increased our worldwide presence dramatically, with us now exporting to over 30 countries worldwide, but in the UK we have seen an almost doubling of our business through both independent and national retailers,” Costas Sisamos, owner and MD of Engino, tells ToyNews. “2016 is set to be our most successful year to date.” With Qboidz slated for release in 2017, Engino has high expectations for its latest STEM addition designed for pre-schoolers. Boasting the toy firm’s snapfit technology and stacking connectivity, children will be able to create 3D models while also developing their dexterity skills.

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Sisamos explains: “In January 2017 we are launching our preschool building system Qboidz. “We have high expectations since we have collected positive feedback from major retailers who only saw prototypes and mock packaging of the set.” With more and more retailers looking to tap into STEM based

To see more educational focused lines go toe to toe with our more hard-core ranges, designed for retail lines is great to see. Costas Sisamos, Engino toys, it’s no wonder Engino has noticed a surge in popularity for its range of items with customers, which resulted in the company increasing and investing more into its offering. “For us, our Discovering STEM range has outperformed our expectations over the last 12 months. We have seen a continual

increase in demand across the whole range and in particular on our Mechanics, Architecture and Solar Power sets,” cites Sisamos. “The increase in demand over the last year led us to increase and invest further in our STEM collection with brand new products for 2016, for example our STEM Robotics line. “To see more educational focused lines go toe to toe with our more hard-core ranges, designed for retail lines is great to see, and highlights how much the STEM curriculum is becoming ever more present in the public domain.” Construction toys are supposedly more popular with boys, but by introducing the new set Inventor Girls, Engino is hoping to encourage more young girls to grow a stronger interest in 3D model creation and learning the STEM topics. Since launching the new sets, Inventor Girl has proved to be an incredibly popular line for the company, with sales and feedback all resonating well. “With initial stocks selling through quickly, which surprised us, we are pleased to confirm that girls do buy construction toys,” declared Sisamos.

“Our Inventor range has been the biggest seller for us worldwide, and of course, we expect the new Inventor Girls range to follow in its footsteps and inspire the next generation of inventors.” As demand for Engino’s line of products continues to soar, in preparation for the peak Christmas period the firm has rolled out a series of TV campaigns to support its construction sets. With TV spots to star on Cartoon Network, Nickelodeon and Pop channels, the Engino brand is hopeful it will gain maximum coverage with its customers this festive season. Now that all of this is in place, the construction company looks set to continue growing and expanding on its already successful lines, which has no doubt helped to secure its place as a real contender in the toy marketplace. “The most significant move for Engino was in 2012 when the decision was made to move all manufacturing to Cyprus. Since then the company has evolved and expanded at a fantastic rate, which has cemented the Engino brand as a serious player in the construction and education toy markets,” Sisamos concludes.

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PRODUCTS OF 2016

Products that defined 2016

DUNCAN CONNOR, Bus Stop Toy Shop For us 2016 has been all about the resurgence of Pokémon. The hype started to build with the release of the first 20th anniversary products at the beginning of the year and then continued to grow steadily up to this summer’s Pokémon Go. Since then, it has been our number one product with demand for both the Pokémon Trading Card Game and toy lines regularly outstripping supply. With the forthcoming release of the Pokémon Sun & Moon console games and new trading cards for Sun & Moon to follow early next year, I’d like to anticipate that Pokémon will continue to be our strongest brand well into 2017.

Toymaster exclusive shield. This enabled us to showcase the brand using multiple forms of media and really engage with our customers. The LEGO Disney Minifigures range was also a huge success, which would have had even more of an impact for us if we could have had more supply. This summer’s big product was the Moon Ball, it was a huge craze that bounced into our store out of nowhere. It drove sales online and in-store and gave us a boost at a traditional more quiet time of year.

HELEN GOURLEY, The Toy Hub The obvious one at the moment to us is Pokémon. The launch of the Pokémon Go app has been hugely influential on an increase of interest in the card game and of course anything else with the Pokémon brand. Meanwhile, the launch of Nexo Knights was a great start to the year, particularly with the

WENDY HAMILTON, Grasshopper Toys For us, one of the biggest sellers has been LEGO again. It’s always a popular choice around here. That said, Kinetic Sand has been impossible to keep on the shelves and latterly the large Melissa and Doug Unicorn has been really popular among both kids and parents alike.

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In terms of games, for us it has to be Dobble. Once again, it’s a line we have really struggled to keep hold of, it’s flying out of the shop. PETER ALINSON, Whirligig Toys Here at Whirligig Toys, we specialise in things a little different to the mainstream pickings, focusing on the Make and Do category. One of the biggest sellers for us this year has been the Crazy Alan’s Thinking Putty by Green Elephant Toys. This is like the modern update of Silly Putty, except you get luminous, glow in the dark, magnetic versions and the kids really seem to love it at the moment. It has been very big in the US and kids have been made aware of it over here online. It’s probably the most mainstream thing we do here, and we just can’t get it in the store quick enough. It’s been in the top five and top ten toys in store practically every week this month. We do sell a few books here too, and while we are not a book shop, we specialise in the books that offer kids things to make and do. Our most popular title has been one published by Laurence King

called Midnight Creatures, by Helen Freil. Kids are challenged to hunt for a number of creatures in the pop up book by shining a torch on the book and identifying the creatures in the shadows. Books like these have become an increasingly important to us. With toys and products like this on offer we are very confident of a successful Christmas and we are looking at an exciting year ahead. IAN EDMUNDS, Toymaster 2016 has really been the year of the pocket money toys. Lower priced items really helped drive the trade a couple of years ago when we had Loom Bands. That went away for a year, but now it is back in force and coming in from a variety of different areas. Shopkins has been a massive seller this year, as well as Num Noms. Meanwhile, for the two weeks we were in the European Championships, Panini stickers and trading did us a number, then of course Pokémon has really taken off again. The beauty of pocket money toys is that these are the items that drive consumers into our www.toynews-online.biz

18/11/2016 16:07

PRODUCTS OF 2016

In a year that has brought us headlines such as Britain leaves the EU and Donald Trump named President of the USA, toys has most certainly held its own. Robert Hutchins asks UK toy retailers for the products they believe have defined the last 12 months in the industry

stores, into the independent toy retailer, Who wants to drive miles out of town for a packet of trading cards? They don’t, they stay local. If you’re looking at higher priced items, Hatchimals has been very successful and very quickly. It will most definitely be the one to watch this Christmas, if people can get their hands on it. But on the whole, it’s been a big year for indies and it’s thanks to the pocket money lines. LINZI WALKER, Argos For me, Hatchimals have absolutely been the definitive toy of 2016. We have seen unprecedented levels of demand since launch, they have literally flown off the shelves. The buzz and excitement around them show no signs of slowing down. This really is one of the most exciting new toys to come on to the market in recent years and I am really looking forward to seeing what 2017 brings.” STUART GRANT, The Entertainer For us, Paw Patrol has really been the brand of the year. It’s been everything Paw Patrol related,

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from the £12.99 vehicles such as the Air Patroller to the Paw Patrol HG play-set. Of the last two years, Paw Patrol has really dominated sales for us. Meanwhile, Hatchimals is absolutely thriving for us. I think it will be the product that everyone is going to want and they won’t be able to get their hands on because there just isn’t enough of them to meet demand. Hatchimals will without doubt be the big selling item of the year this Christmas. In games and Hasbro’s Pie Face has had another big year. It is still selling at a phenomenal rate, not as much as it was last year, but still we are doing big numbers on that one. Hasbro appear to have done it again with Speak Out, another viral sensation that has resulted in big sales, I would actually say it

has been bigger than Pie face for us this year. We don’t do Pokémon but that has been a big product in toys this year thanks to its anniversary and the success of Pokémon Go. But for us, and as we head into Christmas, it’s Speak Out, it’s Hatchimals and Paw Patrol. Bunch o’ Balloons has been big, too – it’s sold tens of thousands. But the brands for the year definitely remain Paw Patrol, Hatchimals and Speak Out. CHRIS GOULDING, Langleys Toymaster This year has most definitely been about the big three for us: Shopkins, Pokémon and Star Wars. With the success of Pokémon Go, we have seen a massive uptake in demand for everything Pokémon related. Meanwhile, Shopkins is the girls’ collectable line that just maintains its popularity throughouth the year while, following the launch of Star Wars: The Force Awakens at the end of last year and with the

new Rogue One: A Star Wars Story hitting cinemas this December, anything Star Wars has been a big seller for us. This Christmas, we think it’s all going to be about Hatchimals. Demand has been high already and we think this will continue through to the end of the year. MATT BOOKER, Automattic Comics and Toys Pokémon Trading Cards have been the runaway product of the year. With the advent of Pokémon, celebrating its 20th anniversary this year and the incredible success of Pokémon Go, demand for the card game grew again. Meanwhile, LEGO has been the most asked for product of the year for us without a doubt, and with two films: LEGO Batman and LEGO Ninjago next year, I can see this growing even more. Finally, anything Star Wars. With a new film every year, the range has boomed. The hype train for Rogue One later this month is what all of the cool kids are talking about at the moment. Everyone loves BB8, sales of anything with him on have just completely boomed.

December 21

18/11/2016 16:07

THE FUTURE OF APP TOYS

Appy days Following NPD findings that less than one per cent of British toy sales are attributed to web-connected toys, Jade Burke talks to retailers about whether these tech-inspired products have a viable future in the UK

s a nation we are increasingly living our lives through app-based items, be it smart phones, tablets or even Amazon Dash buttons. App-connected toys are once again expected to make up at least a few presents under the tree for kids this Christmas, whether it’s Hasbro’s Furby Connect or Sphero’s app-enabled BB-8 droid and its accompanying Force Band. However, this year’s Dream Toys list of the 12 hottest toys for this Christmas only contained one appenhanced product - Worlds Apart’s SelfieMic - and the NPD Group has revealed that less than one per cent of British toy sales belong to the web-connected toys category. In comparison, more traditional toys, including construction and collectables, are witnessing further growth with value sales of collectable cards, stickers, figurines and beanies increasing by 34 per cent since 2016. In spite of these figures, robotics firm Sphero has continued to see growth. The company’s SR director of marketing and communications, Claire Tindall, tells ToyNews: “We’re seeing growth not only

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in our entertainment products, but in our educational robots as well. More and more schools are integrating our SPRK+ bots into curriculum as STEM education grows in importance.” Similarly, Wow! Stuff CEO Richard North believes that the sector will only expand in the

It’s inevitable this area will grow. I predict it will be the fastest growing area in toys. Richard North, Wow! Stuff future, stating: “It’s inevitable this area will grow. I predict it will be the fastest growing area in toys. After all, even if it grows 100 per cent next year, it will still only represent two per cent.” However, considering NPD’s findings, could it be that the price points for app toys are too high for consumers to embrace? Steven Russell, senior marketing executive at Jumbo Games, believes this might be the case. He adds: “Collectables are continuing

to have a great time of it because of the low price-points and fantastic variety there is on offer in-store. “Traditional toys will always be sort after by parents because of the play values and levels of direct interactions that children have with these toys.” While the argument against tech toys used to fall into the tired ‘tech is bad, traditional is good’ way of thinking, most are now in agreement: there is room, and a necessity, for both. Simon Newbery, MD of Orchard Toys, states: “Our belief is that both have an important role to play in a child’s development. “More and more parents are looking for toys that can compliment their child’s learning, which can be aided by both tech and traditional toys.” Joe Rushworth, sales manager at Marbel, adds: “I think traditional toys will always have a strong place in the toy industry, but with the generations changing and being brought up with more tech toys, they very well could overtake more traditional toys one day.” While some vendors are optimistic that app toys will grow, it

seems that the opinion of retailers is divided, with one retailer citing that customers want to ‘get their children away from screens’. Charlotte Croser, owner of Jollys Toys, says: “I am sure that the web-connected toys will grow into the future, but I also think that the market for more traditional, non-electronic toys will continue to remain strong, “The majority of customers buying toys are adults and parents who are resistant to the idea of their children playing with electronics and being online for large amounts of time.” In comparison, Wigwam Toys owner Clair Letton believes that app toys will inevitably rise as more innovations in technology become commonplace in many households. “I think it is going to grow due to the ever increasing sophistication, availability and appeal of portable devices and the increased use of screens in all areas of our children’s lives,” she adds. Despite sales of app toys sitting at one per cent of the total toy spend this year, with more vendors and retailers starting to embrace these products, this figure looks certain to increase.

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TOP TOYS LIST

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TOP TOYS LIST

Ultimate top toys list Now that the major retailers have unleashed their top toys for Christmas lists (some did so as far back as June), the festive big hitters are set in stone, right? Well, to make it simpler, Robert Hutchins has totted up every list of this year to uncover 2016’s ultimate toy line-up

f receiving a face full of cream, belting Beiber into your iPhone at arms length or incubating an oversized egg isn’t your idea of a merry Christmas, then you may wish to consider hibernating throughout this festive season. This, after all, will be the scene of many a Christmas Day – plus or minus Eurythmics: Greatest Hits and the incurable indigestion – up and down the country this season, fuelled in large by the year’s must have toys. A year in which charades just won’t cut the mustard, 2016 will see kids and families turn to the likes of Pie Face Showdown, Selfie Mic and Hatchimals to while away the hours that Uncle Buck isn’t on the TV throughout the Christmas period. But with so many retailers releasing their own top toys for Christmas lists in preparation for the big day, it can all get a bit confusing to decipher just what will be those toys top of the pile. So, to take the stress out of it all for you, we have compiled the ultimate compendium of toys that the industry believes customers will be scrambling over this year. And it would be a very bleak year indeed should LEGO not make an appearance on any child’s wish list – so it’s just as well that the firm boasts a total of seven

products across all five of the major top toy lists released over the last 12 months. LEGO’s Star Wars Krennic’s Imperial Shuttle graces the Hamleys listing, while it’s the LEGO Friends Amusement Park Roller Coaster and Star Wars Rebel

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U-Wing Fighter to place on the Dream Toys list for 2016. Both Smyths and Argos are putting their faith in the LEGO City Volcano Crawler, while Toys R Us champions the LEGO Friends Party Shop and the LEGO Ninjago Samurai X Cave Chaos. Away from LEGO and it may or may not come as a surprise that Hasbro’s smash hit Nerf brand secures second place in the charts this year, having cracked all five of the major top toy lists released over the last 12 months in some form or another. While the likes of Toys R Us and Argos champion the Nerf Modulus Tri Strike as the blaster to beat this season, the Nerf N Strike Elite Hyperfire is the weapon of choice for both Smyths and the Dream Toys team. Only Hamleys throws a curve ball as it casts the Nerf Mega Mastadon into the limelight. The hit Nickelodeon children’s property Paw Patrol comes in at third place this year as Spin Master’s Paw Patrol Air Patroller play-set, priced at £39.99, secures four out of a possible five listings among the major retailers. It’s placing only reiterates the beliefs of the wider toy retail scene that by and large, has sung the property’s praises as a year-round triumph and future toy titan. It’s a tie for fourth place this year as a motley quartet of hit toy lines each secure placements across three of the five top toy lists this year in the form of Hasbro’s Pie Face, Worlds Apart’s SelfieMic, Hasbro’s Trolls Hug Time Poppy and this year’s big collectables brand – Shopkins. Having hit global screens in early November, DreamWorks Animation’s Trolls has already enjoyed a global box office success to the tune of $225,092,012. The movie’s success is now expected to translate to the toy aisles this Christmas and beyond as Hasbro see’s early uptake on its tie-in product line up.

Meanwhile, Shopkins has had a strong year in and outside of toys, thanks to an ever growing consumer products portfolio that all spawned from the runaway success of Australian toy firm Moose Toys’ collectables brand. It’s expected to secure large numbers this year once again with recent releases Shopkins Chef Club Hot Spot Kitchen, the Shopkins Shoppies Popettes Popcorn Stop play-set and the Shopkins Shoppies Smoothie Truck, all brought to the UK courtesy of Flair. Once again, the fifth spot on the top five rundown is a tie, with both Mattel’s Codeapillar and Character Options’ Snuggles My Dream Puppy gaining two hits across each across the five lists. So, there it is the strongest lines predicted to be the talk of the town this Christmas period in a year that the industry’s analyst group The NPD predicts to be a record breaking 12 months for the market, with annual sales of toys is expected to hit 400 million for the first time. Such a result could help the industry to a record breaking high for the year of over £3.3bn; something that will be well worth celebrating in the New Year, just before we get to check out early contenders for 2017 lists during toy fair season.

Definitive Top Toys List (Made up of Argos, Hamleys, Dream Toys, Smyths and TRU predictions) LEGO (City Volcano Crawler, Star Wars, Ninjago, Friends) Nerf (Modulus Tri Strike, N Strike Elite Hyperfire) Paw Patrol Air Patroller Pie Face Selfie Mic Shopkins Trolls Hug Time Poppy Codeapillar Snuggles My Dream Puppy

December 25

18/11/2016 15:20

UBTECH

Bot to trot UBTech Robotics believes the use of robots in everyday life is no longer the stuff of science fiction. Billy Langsworthy talks to UBTech’s marketing manager, Echo Zou, about entering the UK market, the appeal of its Jimu kits and why it’s vital for kids to crack coding

or those who are not aware, who are UBTech and what do you guys specialise in? UBTech Robotics Corp, established in 2012, is a Chinabased international high-tech corporation that designs and manufactures humanoid robots. We aim to build a robotics ecosystem integrating hardware, software and services, and to make significant breakthroughs in artificial intelligence (AI) to become a world-leading enterprise in both service robots and AI. What are you bringing to the robotic toys sector? We strongly believe that the use of robots in everyday life is no longer science fiction. UBTech integrates groundbreaking robot technology into everyday family life and provides educational content in a playful way. We currently have two robot series

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available in the UK, the Alpha 1 Robot and the Jimu Inventor Kit and Explorer Kits. Our Jimu MeeBot Kit and Animal Add-On Kit launched online at Apple.com and at Apple stores in select countries, including the UK. We will also launch more models in partnership with Apple stores in the future. What can UK consumers expect from the Jimu Robot line? The Jimu Robot is an innovative robotics building block system that allows users to design, build, and program their very own robot. Young Jimu Robot ‘inventors’ can build any of the pre-designed models or invent their own creations by combining easily interlocking, snap-together parts and following the 3D instructions that are on the Jimu Robot app. The Jimu App’s pose, record and playback (PRP) function and its drag-and-drop programming makes programming simple and fun for kids to

controlled via Bluetooth on the Alpha 1 app, which is available for iOS and Android devices, and users can choose from pre-defined actions or create their own movements with the included easy-to-use PRP function. The Alpha 1’s storytelling and dance features make it the perfect playmate for children and with new, free, content uploaded every week, it provides users with an endless amount of entertainment.

enjoy using. In this way, UBTech is helping to engage children and teenagers with STEM subjects (science, technology, engineering and mathematics) through play and teaching them basic programming skills. When users have completed their Jimu Robot, they can share their creation, as well as view an unlimited number of robot designs on the UBTech Online Community. Away from Jimu, what other products are you excited about bringing over to the UK? The Alpha 1 Robot is a humanoid robot that’s programmable, educational, and entertaining for the whole family. The robot can be

Why is it important for kids to become savvy when it comes to coding and robotics? Coding is part of the national curriculum in the UK. We believe that developing a strong interest and passion for coding is a very important part of education. Our role is to help children develop an interest in both coding and robotics through engaging them in building, programming and playing with our robots and to teach them easy and basic programming skills. We’re proud to be at the forefront of a movement helping to push the technology and toy industries forward, and we are very grateful for all the support our fans have shown us to date. www.toynews-online.biz

18/11/2016 10:44

REWARDING THE 2017

PEOPLE BEHIND THE COMPANIES

RETURNING MARCH 2017

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THESE COMPANIES WILL NOT BE SENDING OUT CHRISTMAS CARDS THIS YEAR… …Instead, they have generously supported the Toy Trust by donating their Christmas card budget to the industry’s charity The Toy Trust is supported by companies and individuals from across the toy industry from suppliers, retailers and licensors to partners from across the breath of the toy trade, who all come together to raise money to make life better for very deserving children in need of help. The Toy Trust will be celebrating its 25th anniversary in 2017 and a great programme of activities will be announced in the New Year. Please visit www.btha.co.uk/toy-trust for more information on where the money goes and how to get involved. The support has been incredible in 2016, rounding the year off with the support from these companies! So far the industry has enabled the Toy Trust to make money available to 54 charities that support children’s causes, including every children’s hospice in the UK. Toy Trust funds help disadvantaged children and their families to; n Alleviate suffering n Support children through awful experiences n Encourage achievement through adversity n Purchase vital equipment n Provide care n Bolster existing initiatives n Initiate brand new projects n Satisfy basic needs The Toy Trust makes a real difference to children’s lives everywhere, all year round.

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These companies wish all their customers, suppliers and friends a merry Christmas and a happy New Year

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17/11/2016 15:10

ESDEVIUM GAMES

Gamemaster

2016 has proved to be a terrific year for Esdevium Games, with Pokémon sales soaring thanks to the Pokémon Go phenomenon. Steve Buckmaster, MD of Esdevium Games speaks to Jade Burke about the growth in tabletop gaming, the effect of the Brexit vote and what the firm has in store at next month’s London Toy Fair

s a toy supplier, Esdevium Games’ offering is varied, thanks to its assortment of genre-hopping tabletop games and collectables. Boasting names spanning Dragons’ Den favourite Accentuate to the new addition of recordbreaking Kickstarter title Exploding Kittens, to classic titles such as Dobble and Codenames, Esdevium is one of the games sector’s heaviest hitters. This year saw the phenomenon that is Pokémon Go take over the world, with fans of all ages from every corner of the world out and about catching the pocket monsters in the real world thanks to the AR-infused app. Coupled with this year’s 20th anniversary of Pokémon, Esdevium has enjoyed record sales as demand for the Pokémon Trading Card Game soared.

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“Pokémon has been absolutely incredible,” Esdevium’s MD, Steve Buckmaster, tells ToyNews. “The game had been on a strong upward curve for a couple of years now, but we saw that demand step

There’s been a shift in attitudes towards tabletop games. It’s a real opportunity for retailers to look at how they revitalise their games offering. Steve Buckmaster, Esdevium Games up a notch in the early part of 2016 with the 20th anniversary activity getting even bigger with the huge awareness created by Pokémon Go,” “The challenge for us now, and for Pokémon also, is being able

to get enough stock to satisfy the huge demand.” Following the vote for Brexit in the United Kingdom this year, 2016’s future looked uncertain for many toy suppliers and retailers alike. However, despite exchange rates proving problematic for some, Esdevium’s classic offering of games and toys helped to keep the company buoyant. Buckmaster declares: “Like many other toy suppliers, we have suffered from exchange rate changes after the referendum. “But the immense growth we have seen from key product lines including Pokémon and Dobble, paired with the rise in popularity of tabletop gaming culture has seen us flourish over 2016.” TABLETOP TRIUMPH Keeping active in the toy sector via means outside of selling games has undoubtedly also helped to

secure the company’s success this year, as 2016 saw Esdevium host its first own Fantasy Flight Games National Championships for a number of leading tabletop titles. During the championships, gamers flocked to Birmingham’s International Convention Centre to battle it out, playing games such as Star Wars X-Wing, Android: Netrunner and A Game of Thrones: The Card Game. The fact that 500 competitors attended the event just goes to show that the tabletop gaming revolution is continuing to build, as more and more fans choose to embrace titles such as Dark Souls, Pandemic and Imhotep. “I think that there is a shift in attitude towards tabletop games; groups of adults and families are regularly buying games to play,” claims Buckmaster. “We think that there is a real opportunity for retailers to look at

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18/11/2016 10:28

ESDEVIUM GAMES

how they can revitalise their games offering and how they sell games to cater for this surge of additional interest.” Esdevium has witnessed this trend first hand, having enjoyed a surge in sales for board games, as more people look to uncover new titles in the tabletop space. Buckmaster continues: “We are selling more games than ever before and I have to say the quality of the games we are selling has never been as high as it is now. “We notice it in terms of our marketing; journalists who want to discover more about games, or when we are at events, people tell us they have come just to see our latest games.” And it’s a testament backed by crowdfunding platform Kickstarter. Back in July, Kickstarter revealed that tabletop games campaigns have started to outpace video games on the site, having raised six times the amount of money over the last six months. And the Kickstarter community’s thirst for game projects has helped Esdevium recently, with the firm acquiring the UK distribution rights to crowdfunding sensation, Exploding Kittens. “Exploding Kittens was a truly record-breaking success on Kickstarter both in terms of funding and the number of backers, which has allowed the game to generate an even wider buzz and awareness,” adds Buckmaster. “We feel Exploding Kittens fits particularly well within our range of quick-fire Party Games and we can’t wait to get started.” 2016 has also seen Esdevium hold its first ever take-over of the grown-up games night Board Game Club earlier this year. Dubbed a ‘triumph’, the company took guests on a guided tour of its portfolio, with titles including Colt Express, Spyfall and Sheriff of Nottingham making an appearance. Thanks to the success of the first take-over, it seems likely that Esdevium will hold another event in the near future. “It was a great night and something we’d been looking to do for a while,” explains Buckmaster. “It’s a great opportunity for us

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to show new and classic games and I am sure we will look to do something again next year.” GOING FOR GOLD During this year’s UK Games Expo, Esdevium was able to secure 11 awards thanks to it range of titles. The distributor and its partners came away with Best Board Game with Miniatures for Star Wars Rebellion, Best Party Game for Codenames and Best Game Expansion for Colt Express – Horse and Stagecoach. Buckmaster said: “We had an incredible show and we feel very privileged not only to be bringing these great award-winning games to the UK, but also from the reaction of the attendees to our games and the show in general. “It’s fantastic to see that specialist games have now grown to a size for such a show to exist in the UK.” Having a presence at these kinds of events is clearly of importance to the games specialist, and it seems trade shows are no different with attendance at London Toy Fair, Spring Fair and the Independent Toy and Gift Show already confirmed. “We always exhibit at London Toy Fair as it is by far the best opportunity for us to show buyers

Esdevium MD Steve Buckmaster has overseen a stellar 2016 to date

our range for the coming year,” cites Buckmaster. “It’s also a great chance for us to meet many of our customers face to face and we will have plenty of keen staff ready to demo our latest games.” Esdevium certainly is jampacked with a variety of games and toys for fans to enjoy, along with its latest addition of Exploding Kittens, the games firm will be able to showcase its diverse offering across each of the trade shows throughout 2017, which will also boast a new Dobble set. Plus, 2017 will also see the return of the firm’s collectable favourite, Zomlings.

Buckmaster adds: “Back by popular demand, we have the return of Zomlings to our collectables portfolio. “Increased distribution of our demo/party games will be a huge focus for us in 2017, and next year, we are looking at around three additional Dobble sets, including a waterproof one you can take to the beach.“ With record Pokémon sales, plans for a second Board Game Club take-over and award wins at 2016’s UK Games Expo, Esdevium looks like the cat that got the cream this year. But with a brand new partnership teased for a big reveal in 2017, this is just the start of further great things to come. “All things considered, we’ve had a terrific year,” concludes Buckmaster. “I can’t say anything yet, but there is a major new partnership that we will be announcing at the start of 2017, so keep an eye out for that one.”

December 31

18/11/2016 10:28

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NEWS MEDIA

DEDICATED MONTHLY LICENSING COVERAGE FOR THE UK

OPINION

Xilam eyes European master toy partner for Oggy & the Cockroaches With plans to expand the licensing programme for its popular animated series, Xilam is keen to hear from firms looking to launch a raft of toys across multiple categories in a bid to boost the brand’s presence in Europe BY JADE BURKE

hanks to the success of Oggy & the Cockroaches from French animation firm Xilam, the company is now on the look out for a master toy partner and is keen to hear from businesses. With Italian distributor Gedis Newsstand already on board for a line of collectables, Marie-Laure Marchand, senior VP of global licensing at Xilam, is now on the look out for manufacturers of plush, 3D collectables, play-sets, board games and outdoor toys to join the brand’s licensee line-up. “We are looking for a master toy partner in Europe, whether they are based from the UK or another European country,” Marchand told ToyNews. “We are currently in discussions with a few players but always keen to hear from other interested businesses. “We believe that plush, 3D collectables, a fun play-set, board games and outdoor toys should be the main categories, which are followed by others as the brand awareness grows across consumer products.” Having already established the brand throughout South East Asia and Italy, Xilam has plans to grow

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its licensing programme further with the help of a master toy partner. Marchand continued: “We are currently developing the licensing outreach of the brand and it is still early days in terms of consumer products. “Apart from South East Asia and Italy, the ground is new and everything needs to be created

We believe that plush, 3D collectables, playsets, board games and outdoor toys should be the main categories. Marie-Laure Marchand, Xilam in order to establish a strong programme, which is the reason why we need to find the right partners.” With three new seasons of Oggy in development, Xilam is keen to share its success story for the flagship property with many more licensees to come. Xilam: +33 (0)1 4018 7251

December 33

17/11/2016 14:20

NEWS

Golden Bear in league with Warner for DC Super Friends The younger years specialist is launching a raft of DC Super Hero themed products, led by a Batman Sleep Tight All Night toy BY ROBERT HUTCHINS

olden Bear has partnered with Warner Bros Consumer Products and DC Entertainment to launch a range of DC Super Friends products next year. Targeting the younger DC fanbase, the DC Super Friends line-up includes a cast of iconic comic characters, including Batman, who will lead the line with the launch of a Batman Sleep Tight All Night sleeping aid. The product is scheduled to launch in autumn/winter 2017, with further ranges for launch including DC Super Friends feature plush, an interactive playmat and slingable plush collectables that reflect the action and play patterns of the pre-school DC brand. “DC Super Friends feature instantly recognisable DC Super

Hero characters to whom both parents and younger children can relate and admire,” Katherine Pierce, senior licensing and marketing manager at Golden Bear, told ToyNews. “The values these Super Heroes project and the strength of the DC brand make it a natural fit for our new product innovation and ranges launching in 2016. “We all need a good night’s sleep to take in the challenges of the day ahead and we are excited that the DC Super Friends can come to the aid of parents and their children in such a positive way through this innovative Golden Bear product that is sure to be a big hit with families across the UK.” The line launches as Warner Bros. prepares for the theatrical release of its upcoming Justice League movie, slated for a November 2017 release. Golden Bear: 01952 608308

Licensing.biz People Awards to return in March 2017 The third annual awards will take place in a new central London location BY ROBERT HUTCHINS The Licensing.biz People Awards will return next year. The 2017 event will take place in March at a new central London venue, where the ceremony will once again recognise and reward exceptional teams and individuals

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from across the licensing industry, spanning sectors including toys and games. Once again, there will be 14 prestigious accolades up for grabs, and all the details of next year’s awards categories, as well as how to nominate, will be announced shortly.

“The event is going into its third year in 2017, and we remain committed to shining a spotlight on the outstanding individuals responsible for the success of the industry’s top performing brands,” said ToyNews and Licensing.biz editor, Robert Hutchins. “Previous events have always gone down well

with attendees and next year’s Awards promises to be another great day. I look forward to seeing everyone there.” A limited number of sponsorship opportunities are available for the Licensing.biz People Awards 2017. To find out more contact Sophia Jaques via sjaques@nbmedia.com.

www.toynews-online.biz

18/11/2016 10:24

NEWS

Shimmer and Shine glistens in competitive pre-school space Following a great initial response to the accompanying Mattel toy line both here and across the pond, the Nickelodeon property is expected to make an even bigger splash at retail in 2017 with a wider product roll-out BY ROBERT HUTCHINS

himmer and Shine is to set a precedent as a leader in the pre-school market, a sector that according to Nickelodeon ‘has never been more competitive.’ Initial response to the Shimmer and Shine toy line from Mattel has reportedly been incredible, with toy lines launched in early October already securing a strong presence in the latest NPD data. Expectations are now high for the Nickelodeon property as product enters its 2017 roll out amid high demand among key retailers for the brand including the likes of Tesco. Targeting what has been billed as until now an ‘under-served preschool girls’ market,’ Shimmer and Shine follows the adventures of

two genies as they journey across the world of Zahramav Falls. The series has been favoured for its use of imagination, magic fun and music to tell stories with ‘a strong base in the emotionalintelligence curriculum.’ “The UK pre-school market has never been as competitive as it is currently, all fighting for the

shelf space at retail, but there is definitely space for a strong TV driven pre-school girls’ property,” Marianne James, Nickelodeon’s vice president, commercial partnerships, consumer products and experiences UK and Ireland, told ToyNews. “The unique look of Shimmer and Shine will ensure that it has

the stand out that is required to make its mark in the preschool marketplace.” Meanwhile, Mattel has championed the property as among those in its portfolio of younger years brands to be the focus of a major push for the UK business next year. Dominic Geddes, Mattel’s VP and country manager, UK and Nordics, added: “Shimmer and Shine is going to be a huge one for 2017. “We always thought it was going to be strong and it got off to a great start in the US. “We are already seeing FSDU out there with no stock on it, so this is a clear indication that there is something very special here in Shimmer and Shine and what it is bringing to the pre-school girls’ market.”

The Terminator: The Official Board Game to hit Kickstarter in February 2017 The asymmetrical strategy game is played across two boards - one set in 1984 and the other set in 2029 BY BILLY LANGSWORTHY The Terminator: The Official Board Game will land (probably naked in a ball of lightning) on Kickstarter in February 2017. Space Goat Productions, the firm behind the recent Evil Dead 2 board game, has teamed with StudioCanal, Oak Productions and Creative Licensing to design the game. William Wisher, one of the screenwriters of the original 1984

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film, has been brought on as a story consultant. “I’m very excited to be consulting with the creative team at Space Goat to bring The Terminator board game to life,” said Wisher. “I’ve missed my old

friends Sarah Connor, Kyle Reese, and the T-800. It will be fun to spend time with them again.” The Terminator: The Official Board Game is an asymmetrical strategy game played across two boards - one in 1984 and one in 2029. One player takes control of all the forces

of the machines (including Hunter Killer flying machines, Terminator endoskeletons and new robots based on the classic 80s aesthetic) while the rest of the players take the role of the human resistance. Space Goat president Shon Bury added: “We’re bringing 1984 back. The only movie we care about is the original. We love retro. We want to explore the beginning. Which is why for this game, we’re focusing on what hardcore Terminator fans love about the original movie.”

December 35

18/11/2016 10:24

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

NEWS MEDIA OPINION

LeapFrog sales continue to grow despite VTech takeover investigation The provisional findings from the CMA’s on-going investigation are due later this month, but regardless, LeapFrog has told ToyNews that it’s ‘business as usual’ in the run up to Christmas following a strong 2016 to date BY ROBERT HUTCHINS

“Likewise Scout and Violet continue to be great ambassadors for our early development toys and

espite an on-going investigation by the CMA over this year’s acquisition by VTech, LeapFrog has seen sales continue to gather momentum. The company insists that it has remained unscathed by the fall-out of the takeover that came to light at the beginning of the year, claiming that despite the uncertainty, it has been ‘business as usual.’ LeapFrog has enjoyed a strong 12 months in which it has launched a number of new products including the already successful LeapStart, while sales for the year only continue to gather pace. “As you know we have been acquired by VTech and the acquisition is currently under investigation by the CMA, however we have always known that this would be a strong year for LeapFrog and it’s business as usual,” said Sally Walker, managing director of LeapFrog UK. “We have enjoyed bringing a lot of new products to market this year and as expected, we are seeing our own 2016 sales

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We have enjoyed bringing a lot of new products to market this year and, as expected, we are seeing our own 2016 sales performance gather momentum with each month. Sally Walker, LeapFrog

performance gather momentum with each month. “We are really excited about the level of business we will achieve in the final months of this calendar year.” Of the products launched by LeapFrog over the past year, the firm has billed LeapStart as

its jewel in the crown, citing an astounding first few months since launch in a ‘dynamic and exciting children’s electronics market.’ “Our new Count Along Till is proving a showstopper and it’s about to feature in a TV campaign along with Picnic Basket,” continued Walker.

again have featured in their very own TV campaign this autumn.” The firm has now outlined a plan of action for its portfolio of electronic learning toys in the run up to the key Christmas period that will include seven weeks of TV with over 1,600 TVRs and ‘almost a million digital impressions to come.’ “As for 2017, you will have to wait and see,” teased Walker. “All we can say is we are even more excited about the fantastic new line up of toys that we will be introducing,” she concluded.

December 37

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NEWS

The Gruffalo enters creative play with PMS partnership Magic Light Pictures is stepping into creative toys thanks to a new line expected to land at retail in S/S 2017 BY JADE BURKE

agic Light Pictures has tapped PMS International to develop a new line of play activities and explorer kits based on the hit pre-school book, The Gruffalo. Under the new deal, PMS will work on a range of outdoor and creative play lines for spring/ summer 2017 under the Gosh! Designs brand.

The deal was brokered by The Licensing Company and will see an expansive collection of play items, travel accessories, and explorer kits each designed to reflect the values of the best-selling kids’ book created by Julia Donaldson.

“We are really excited to be adding to the Gruffalo collection with playful, outdoor activities and creative toys,” said Daryl Shute brand director of Magic Light Pictures. “PMS is the perfect partner for us to be extending our lines out to this market with

a range of new products totally aligned with our brand values of exploration, independent learning and creativity.” Ruth Leonard, head of brand and licensing at PMS International, added: “Adventure and play are at the heart of The Gruffalo brand and we look forward to showcasing our new collection including play items, travel accessories and explorer kits, which reflect such positive values.” PMS: 01268 50 50 50

Frugi to bolster soft toy collection in 2017 with fresh circus-inspired range Radish the Rabbit, Cosmic the Lion and Ziggy the Tiger Frooglies are joining the firm’s soft toy collection BY ROBERT HUTCHINS Frugi will be expanding its toy offering next year with a circusinspired AW17 collection. Having made its debut into the toy market in 2016 with the launch of the Frooglies soft toy line, retailers can now order the new collection, ready for launch in their stores from July 2017.

“Frooglies have been a tremendous success for Frugi and we are so excited to be developing the collection,” said Frugi cofounder Lucy Jewson. “Our circus inspired theme for AW17 has been so much fun to create and the new Froogli characters have topped off the season perfectly. Every season we ensure we listen to our customers

and retailers, and demand for more from the Froogli family was unanimous, so we are looking

forward to welcoming our new characters.” The new line will be inspired by the colourful world of the Frugi circus, with Radish the Rabbit, Cosmic the Lion and Ziggy the Tiger Frooglies joining the soft toy collection. AW17 will also mark the launch of brand new Froogli rattles. Frugi: 01326 572828

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Retail Only

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DEDICATED MONTHLY RETAIL COVERAGE

OPINION

Flagship London LEGO store to ‘boost High Street shopping’ Billed as the world’s largest LEGO Store, the new Leicester Square location boasts experiential shopping that includes photo booth LEGO Mosaic making and a life-sized LEGO replica of a London Underground tube car BY ROBERT HUTCHINS

ith the launch of its new flagship store in London’s Leicester Square, The LEGO Group believes it will deliver a boost to the UK’s High Street. Confident in the success of its new, two-storey location covering 914 square metres, the Danish construction toy firm believes it is delivering the ‘ultimate experience’ in High Street retail. Championed as the world’s largest LEGO Store to date and its 131st location across the globe, Leicester Square’s The LEGO Store boasts experiential shopping through in-store touch points that includes a life-sized LEGO brick replication of a London Underground tube car. Its 14th LEGO store in the UK, the group is confident that its presence within Leicester Square will only act to fire up consumer spend and boost the UK’s High Street shopping scene. “We find that whenever we build our stores, it benefits the entire market we are in, and I think our presence here in Leicester Square

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Geoff Sheffiled, MTW Toys

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will help boost UK shopping” Glenn Abell, vice president and general manager, direct to consumer EMEA at LEGO, told ToyNews. “This is a very exciting time for us at LEGO, London is such an iconic city. It is the absolute flagship and I think being in Leicester Square with millions of people here, it is an amazing spot to help build the brand too.” Among the many experiential zones within the new flagship store is a world’s first in the LEGO

Mosaic Maker, a photo booth that creates a LEGO brick mosaic portrait of shoppers, compiled out of 4,500 LEGO bricks. The Mosaic Maker joins a Master Builder play table, a zone in which kids and families can partake in regular workshops with LEGO Master Builders as they hone their own LEGO building skills. Taking the chance to stamp its presence on Leicester Square’s surrounding environment, the LEGO Store will kick-off the

experience from the outside of the store, with a Minifigure Scanner, allowing passers by to press their hands to make an image of a LEGO Minifigure appear. Of the in-store big build models on display, a life-sized replica of a London Underground is the result of a working partnership with Transport for London and, boasting a total of 637,903 bricks, is the firm’s biggest hollow build to have been created to date. Other models inside include London’s Big Ben and an iconic red phonebox. “We are very excited to have finally opened the doors to the world’s largest LEGO store here in London,” added John Goodwin, executive vice president and CFO of The LEGO Group. At an opening ceremony held for the new UK flagship store, Abell teased that the Group was on the lookout for further locations and opportunities for expansion around London and the UK, but declined to comment on details. “We offer a unique brand experience and supplement the combined offer for consumers alongside our retail partners and online retailers,” concluded Abell.

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

Linzi Walker, Argos

Brian Simpson, Toytown

Clare Barton, Sainsbury’s

Neil Mitchell, Shop Direct

Annalise Quest, Harrods

Steph Strike, Asda

Ben Redhead, Firebox

Alphonse Madamombe, Maplin

Helen Gourley, Toy Hub

Miles Penhallow, Play-Room

Karla Mitchell, XBite

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INDIE RETAILER FOCUS

The Forgotten Toy Shop With a key emphasis on traditional toys, Karen Dorn owner of online store The Forgotten Toy Shop, aims to bring imaginative toys and games to the young and ‘young at heart’. Here she speaks to Jade Burke about managing her online business alongside a market stall and her hopes to one day open a physical store in the future

ell me a bit about your business and how the online store began? The Forgotten Toy Shop is a small independent business that I grew out of the desire to help bring the magic of childhood back, bringing the best quality traditional toys and games for the young (and young at heart). After returning from travelling around Australia, I needed a job. With the help of friends and family I set up my online store, which I run alongside my market stall.

great comments about my stall. People come up and say how great it is to see the old traditional toys and how nice my stall looks, which is a real compliment as it takes a while to set up each week. Are there any physical toy stores that customers can find your products in? Yes, I have a small range of products available to buy at two children’s boutique shops. One is isobel&henry in West Bridgford, Nottingham and the other is Snuggles & Kisses, which is based in Beeston, Nottingham.

What types of toys do you stock online and on your stall? We sell traditional wooden toys, puzzles, retro games, puppets and pocket money toys. How important is it for you to sell traditional toys? It is really important to me to sell traditional toys to customers as we start to see a generation of children becoming more and more absorbed into the life of electronic devices, shutting themselves away from others. Traditional toys can help enhance children’s development and also rekindle those memories for parents and grandparents, reconnecting them with the magic of childhood. What do you look for when sourcing new toys? I am always on the look out for high quality products that inspire children to create, discover and use their imagination. What would you say is having the biggest impact on your business at the moment? The biggest impact on my business is the arrival of my baby boy, Zachary. Becoming a mother

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Do you plan on expanding your business into a physical store in the future? My ideal dream would be to have my own physical store in the future; it just comes down to being able to find the funds and the perfect place to have it.

means that I have recently had some time off on maternity leave. However, having the time to adjust has inspired me to go further with my business. What services do you offer your customers online? The services I offer each of my customers is the opportunity to buy quality, traditional toys that trigger memories and nostalgia, while also offering excellent customer service. Can you tell me a bit about the market stall you run? I have a weekly market stall in the historic market town of Melton Mowbray, Leicestershire, which I

put together on a Tuesday. I have a presence there every week, with weather permitting. This is where I originally started the business, and I also get a lot of

I am always on the look out for products that inspire children to discover and use their imagination. Karen Dorn, The Forgotten Toy Shop www.toynews-online.biz

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INDEPENDENT SURVEY

Freaky Friday It’s been labelled the day of reckoning among many a High Street retailer, and as Amazon comes off the back of it’s biggest event yet, Black Friday has found itself a permanent fixture on the consumer’s calendar. Robert Hutchins asks the ToyShop UK listing just what kind of impact this US born custom has on the festive shopping period

espite calming from the mass hysteria experienced only two years ago, Black Friday will continue to have an impact on the market to the detriment of the independent retailer. This is the flag being flown by the nation’s population of independent toy shops as once again shoppers across the UK prepare to get stuck into the upcoming sales and bargains that epitomise the Black Friday slaughterhouse.

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Shoppers may have shed the gum shields and stab vests in the latter months of 2015 in favour for a somewhat more sedate approach towards the day of mass discounting, but the knock on effect on the retail scene remains just as gory. Across the UK, retailers appear unanimous in the belief that Black Friday, an American tradition that continues to gain momentum on home shores having emigrated via the medium of Amazon

not so many years ago, is only damaging Christmas trade for the independent outfit. “Black Friday leaves a nasty taste in my mouth,” Rikey Austin, owner of Alice’s Bear Shop in Dorset, tells ToyNews. “It’s a pitch to get people to frantically buy without thought that simply fuels the growing economic whirlpool. As an independent retailer, my relationship with my customers is about more than money. We want

to give them what they need and make sure it’s the right decision. “There is no relationship in the Black Friday mentality and it can feel like nothing more than retail mugging, where both retailer and customer scramble over the pounds like divorcing parents over the record collection.” Thankfully, scenes of fights breaking out between customers in the aisles are now a bad memory, but it’s one that has projected a permanent scar on the

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festive period for many a retailer that by and large depends on the end of year spend to prosper. And with Christmas spend predicted by the NPD to hit £1.1bn this year, accounting for a third of the projected overall spend on toys in the UK of £3.3bn, it’s a hefty chunk of toy sales that is left open to the fire sale damage. “Black Friday is totally damaging to Christmas trade,” adds Karen Daw, owner of The Toy Cupboard. “The idea is that everyone buys their presents leading up to Christmas and then after the key trading period, shops have their standard January sale as it’s usually a quieter month and the come down from Christmas. “Black Friday effectively means that people aim to buy their gifts on that day and are less likely to purchase much more after

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ordering their Christmas presents at such a reduced price. “A lot of us smaller shops effectively cannot jump on the band wagon with regards to Black Friday as clearly the products being reduced are a loss leader. “Times are hard enough as they are in the UK with Brexit looming, small independents cannot afford to lose money.” And from Brexit to Donald Trump’s shock presidency victory, it would appear that with uncertainty only rising as to the future of Britain’s place in the overseas trading pecking order, the Black Friday shadow is not the only concern to be left hanging over independent retailers. It’s understandable, therefore, that the UK indie is so vociferous in its anger towards the US custom. “Along with all the big sales that the big guys have throughout the year making it hard for the independents, Black Friday doesn’t help,” explains Karen Dorn of The Forgotten Toy Shop. “People expect us to also put on a really big sale, but most of the time this is just not feasible for a small business.” It is, of course, a sentiment echoed among retailers up and down the country. “Any mass hysteria has an effect on the market and Black Friday is a day which does not help independent retailers,” states Julian Shelford, owner of The Final Frontier in Plymouth. “Black Friday has become an annual event and is a way for a lot of retailers to off load a lot of dead stock. They have already altered the supply chain, meaning some stock will not be available later. “A lot of money will be spent on this day both online and in the large chains, and that’s money that will maybe not be so freely available nearer Christmas. “Meanwhile, staff that work in these places will be hassled all day, exhausted and run ragged in the warehouse. There will be extra pressure on delivery firms and extra cost in minimum wages for the staff.

“On top of all of this, sales like these seriously devalue products.” But despite the frustration Shelford expresses, he believes there is action the independent trader can take. “Black Friday won’t be going away anytime soon, however, as an indie we are in a position to go and buy all the bargains at less than cost, wait a bit nearer to Christmas

A lot of us smaller shops cannot jump on the band wagon with regards to Black Friday as clearly the reduced products are a loss leader. Karen Daw, The Toy Cupboard

and then, when stock runs out, you can put it out at full price. “To be fair, I do love it for this reason alone, when the big stores offer buy two get one free.” Of course, for every number of independent retailers bemoaning the US custom, there’s a multichannel, multiple that takes quite the different stance. In this instance, it’s the UK’s The Entertainer who last year got ahead of the curve by ordering its

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

Black Friday goods in from the Far East as early as March. “And we served customers with dignity that day,” Gary Grant, MD of The Entertainer, told audiences attending an annual retail discussion panel back in 2015. “When a customer came in they got exactly the same level of customer service. We still go and talk to them, we bag their goods nicely for them, we just happened to have more customers.” Back to today, and many an independent online trader is starting to see the positive in the Black Friday day of discounting. John Wallin, owner of the Lancashire-based online trader Spotty Green Frog, explains: “As an online retailer, we have found over the last three years that Black Friday is now the biggest day of the year for sales.” However, while the term Black Friday may still strike fear in the hearts of many an independent toy retailer, Whirligig’s Peter Allinson is quick to remind the industry that Black Friday is only one day out of a year in a retailer’s business. “Being an independent means that we stock a more unique range of products. Our customers would not expect us to take part in Black Friday and while they may go and grab some bargains elsewhere on that day, they will still come to us to find what they are looking for,” he concludes.

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

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15/11/2016 15:23

SECTOR GUIDE: MAGIC AND PUPPETS

Puppet masters Designed for imaginative play, the magic and puppets sector is bursting with entertainment value for kids to enjoy. Jade Burke takes a look at what latest products are pulling all the strings in this burgeoning market MELISSA & DOUG Melissa & Doug encourages kids to enrich imaginative play with puppet pals, and the company’s hand puppet sets are ideal for children aged two years and above to enjoy. Each four-piece hand puppet set makes it easy for children and caregivers to role-play together. Four simple glove puppets in a coordinated theme can act out a scene together, or be used separately for simple puppet play. They are great for developing motor skills, hand-eye coordination, communication skills, confidence, parent-child bonding, and so much more.

GOLDEN BEAR Made with brightly patterned, washable fabrics that are built to last, these soft hand puppets are sure to be go-to toys for years to come. Hand puppet themes include Farm Friends, Zoo Friends, Palace Pals, Jolly Helpers and Bold Buddies. In addition, the tabletop puppet theatre lets a child’s imagination take centre stage. Kids can roll up the velvet curtain to start the show and roll it closed after the grand finale. Flip the reversible backdrop for an enchanted kingdom or a sunrise, plus it assembles in seconds for instant show time. 0800 731 0578

Izzy wizzy, let’s get busy. Combining both magic and puppets, this season’s new Sooty Mischief and Magic Set from Golden Bear includes a Magic Sooty Hand Puppet, complete with magician’s hat and outfit. In addition, a colour changing hanky and the classic whoopee cushion are also included, which is sure to be a Christmas hit with any Sooty fan – young or not so young. For extra fun, a book of Mischief and Magic is also included within the set, which features tips from the TV programme starring the

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show’s Richard Cadell, making it a perfect addition for budding magicians and mischief makers this season. The Sooty collection from Golden Bear also includes replica Sooty, Sweep and Soo Hand Puppets, as well as the Pop-Up Sooty Puppet show. Suitable for children aged 12 months and over, the set comes complete with an iconic magic wand and water pistol for added mischief. For those who can’t decide whether Sooty or Sweep is their favourite, the Sooty and Sweep Hand Puppet Set is a great gift option this Christmas. 01952 608 308

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SECTOR GUIDE: MAGIC AND PUPPETS

MARVIN’S MAGIC Magic may seem an unusual career choice, but to Marvin Berglas, magician and creator of the company Marvin’s Magic, it runs in the family. Entering its 30th year, Marvin’s Magic is a recognised brand leader in the magic industry and can now be found within some of the world’s most prestigious stores, as well as having High Street presence and expansion internationally. Marvin’s Magic has also been a pioneer of in-store theatre and ‘retail-tainment’ with a reputation for being the premier demonstration company, combining compelling demonstrations with remarkable sales. The company’s USP and secret is ESP (entertaining sales presentations), which can be

FIESTA CRAFTS experienced in high profile stores worldwide. Constant innovation and cleverly combining the rich heritage of magic with technology has produced award-winning ranges including the i-Magic range – smart magic for smart devices. Video instructions are also included in the sets that show how to present and perform the various tricks, and have proved a success with both domestic and international markets. Berglas said: “We are proud to have started out millions of magicians worldwide on their magical journey and are continuing to inspire and encourage the next generation of talented magicians through excellence in magic. It is truly magical to see the smiles and wide eyed amazement we continue to bring to children and adults alike.” Marvin’s Magic has a few tricks up its sleeve and will be launching some exciting new products with all being revealed at Hong Kong, London, Nuremberg and New York Toy Fairs. 01582 849 000

Fiesta Crafts is encouraging storytelling with its brand new Hand Puppet characters, two new Hand and Finger Puppet Sets, and four new supersized Hand Puppets. Joining the Hand Puppet team is a Unicorn and a Toy Soldier, as well as a new pair of Hand Puppets – Caveman and Cavewoman. Also being introduced are two new Hand and Finger Puppet sets: The Jungle Book and The Little Mermaid. In The Jungle Book set, the main hand puppet, Shere Khan, is accompanied by Baloo, Mowgli, King Louie and Bagheera. Joining The Little Mermaid are the Sea Witch, the Prince, the Little Mermaid in human form, and her fishy sidekick. Fiesta’s Hand and Finger Puppet sets are designed to stimulate creative minds and encourage both individual play and role playing, and the new Frog Prince and Puss In Boots

sets are sure to keep children entertained in their own fantasy world for hours. Fiesta Crafts has also launched a new range of Big Puppets. The company has supersized four of its hand puppet characters including Crocodile, Monkey, Pterodactyl and Triceratops, which now range from 42 to 63cm in height. 020 8804 0563

THE PUPPET COMPANY Another magical collection from the Puppet Company is available in the form of the Hatching Dragons, which come in three colours and live in a golden egg. Boasting shiny scales and bright amber eyes, the puppets are a great prop for any child or adults’ imagination. Available in the same three fabrics and measuring three quarters of a meter in length, these puppets are firm favourites with old and young alike. Customers can mix them with The Puppet Company’s collection of Witches, Wizards, Fairies and Knights from the Time For Story hand puppet collection, or finger

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puppet collections to let their imaginations run wild. The firm’s giant dragons are available in two colours including green or red with gold highlights, and are among the biggest and most impressive puppets the company has ever designed. With new collections being added, the possibilities are endless. The company’s new Large Creatures and Cuddly Tums will launch in the New Year, which will be followed by new style Monsters. As always, The Puppet Company strives to deliver good design, great value for money and excellent quality. 01462 446 040

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SECTOR GUIDE: KIDS’ PARTIES

Party bag Food stains over the curtain, cola up the walls and one child rocking in the corner, for many a children’s party may seem like the seventh circle of hell. But for the toy retailer, a party is a money-spinner, whatever time of year. Robert Hutchins takes a look at the latest products on offer, from playing cards and karaoke to party bubbles FUNRISE If there is one thing a party simply cannot be without it’s bubbles. No, not the cabaret diva dolled up in her finest sequins, but the soft floaty kind. And according to the toy and party firm Funrise, there’s only one brand of bubbles special enough to cater to all your partying needs: Gazillion Bubbles. Billed as the bubble brand of choice for kids, and boasting a superior solution, blaster machines and gadgets, the range has been championed as one that kids just can’t get enough of. This season, partygoers can get ready for continuous bubble action with the Gazillion Tornado Bubble Machine, allowing kids to blow bubbles into the air instantly with no pump or delay. Users can fill the Tornado up with the bubble

solution, push the button and watch the colourful bubbles shoot into the air. Meanwhile, the Gazillion Bubble Flash Gun has been called the perfect handheld blaster with the ability to shoot out Gazillion bubbles and flashes in a display, with just the pull of the tripper. Added to this is the Handheld Hurricane, a toy with the ability to produce a barrage of bubbles in seconds and is ‘perfect for pass the parcel prizes’. And for a final gift, the 8oz Gazillion solution fits perfectly into goody bags for children to take home. The range launches off the back of a strong 2016 for the firm who saw Gazillion benefit from a high profile marketing campaign and a sales uplift of 230 per cent.

2017 will now see bigger and better things for Gazillion with an all new Big Bubbles range, as

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JUMBO GAMES Jumbo Games is making sure children and families have a crackling good time this party season thanks to its recently launched range of Peppa Pig themed Giant Playing Cards. A line that according to the firm, ‘would make great, low priced additions’ to any Peppa Pig fans’ party bags, the Giant Playing Cards will keep youngsters entertained for hours. There are over 36 over-sized Peppa Pig Playing Cards to enjoy playing four entertaining games with family and friends. Kids can either play with the Happy Families game, Chase George, Snap or a Memo game. Each character’s name, including Peppa Pig, her family and friends, is also printed on the

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indivudual cards to help young children learn the names. The collection is suitable for two to four players, aged three and upwards, meaning the whole family can get involved. Elsewhere, and making for a great prize in any round of pass the parcel, the Peppa Pig Happy

Birthday Puzzle is the perfect item. The brightly coloured celebratory 20-piece jigsaw puzzle, packaged in a handy gift bag, is an entertaining gift for any Peppa fan. The puzzle image displays Peppa alongside her brother George, Mummy and Daddy Pig and Grandad Pig, each having fun at her very own birthday party. Peppa Pig has also proved to be one of Jumbo’s most popular lines for children, according to the NPD Group. 01707 260 436

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SECTOR GUIDE: KIDS’ PARTIES

SAKAR XXXXXXX INTERNATIONAL Sakar xxx International has revealed a fun xxxand exciting new range of youth electronics featuring the popular cast of characters from DreamWorks Animations’ latest animated feature, Trolls. The highly anticipated CD and sing along karaoke machines and volume limiting headphones are sure to provide children with endless entertainment this year and next, making the ideal accompaniment to any children’s party. The new Trolls CD+G karaoke, with an MSRP of £69.99, comes packaged with two karaoke versions of songs from the movie. Kids can watch the words come to life with a built-in viewing screen and an easy-to-read LED display. The karaokes have been on shelves since mid November at major retailers across the UK including the likes of Argos, Tesco, Asda, Boots and Amazon. Meanwhile, Sakar’s childfriendly headphones are designed specifically with kids in mind

XXXXXXX and include volume limiting technology, giving each young listener an amplified listening experience without forgoing safety requirements. Each headphone is completely customisable with an adjustable head strap, each having been designed for maximised comfort with cushioned, over the ear cups to provide rich and clear quality sounds. 02476 518500

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Zimpli Kids is looking to add some xxx winter fun to children’s magical xxx across the UK this season parties with the launch of its SnoBall Battle pack. Kids across the UK will no longer have to rely on the unpredictable beast that is the British weather system to enjoy some snow-based fun. Yes, the Zimpli Kids team has taken its popular Gelli Snow product range to the next level with the SnoBall Battle Pack. Children can simply add the SnoBall Battle Pack powder to water and watch as it magically transforms into realistic snow, before they mould and create their own snowballs and prepare for snowball fights all year round. So if a snowball whizzes past your nose next summer, don’t immediately fret about global warming. It might be a SnoBall. 01254 460006

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15/11/2016 15:42

TOY TALK

In another twist to what is rapidly turning into The Godfather Part III of years, Donald Trump has won the presidential election. Whether it left you laughing, crying or most likely both, we’ve put together a gallery of just some of the products showing how the toy industry is welcoming in the 45th president of the United States. Go home 2016, you’re drunk

Donald Trumps

The Dognald

This spin on Top Trumps flunked big time on Kickstarter, making only £134 from a goal of £10,000. Even the promise of a special Mexico edition didn’t swing it.

Cards Against Humanity The team at Cards Against Humanity have created a Donald Trump Bug Out Bag. Costing $25, the duffle bag contained over a dozen items to help consumers survive the collapse of civilisation after Donald Trump is elected. Oh, and it also contained a special pack of cards with ‘25 new jokes about frightening demagogue Donald Trump’.

Funko Donald Trump Figure

Donna T Rumpshaker Fancy Dress

As part of the Funko Pop! The Vote range, the firm gave Trump the Funko treatment. As with most Funko creations, there is no mouth on this Donald toy. One can dream.

Here’s one to scare the kids next Halloween. The kit - complete with shirt and shorts - is available from Yandy, but the hat and wig are sold separately. Well, no one made money by simply giving things away, did

www.toynews-online.biz Editorial: 0207 354 6017 Advertising: 0207 354 6000

Available from the Barkshop, The Dognald is a chew toy shaped like Mr Trump. Although we can imagine quite a few stressed Americans may be reaching for it soon.

Trump Action Figure HeroBuilders, a US firm that allows consumers to create customised action figures, launched a Donald Trump figure. There is a talking Trump figure and a non-talking one, but importantly, both come with a detachable toupee.

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