ToyNews December 2017 by Biz Media Ltd

ISSUE 190

www.toynews-online.biz

December 2017

8 magical new puzzles and games

TOY NEWS

The brand new range of puzzles and games

20 puzzles 7 games For more information, and to order your new ranges, contact: DECEMBER 2017

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ISSUE 190

Welcome W

www.toynews-online.biz

December 2017

TOY NEWS

The brand new range of puzzles and games

8 magical new puzzles and games

20 puzzles 7 games For more information, and to order your new ranges, contact: DECEMBER 2017

sales@ravensburger.com Sales Hotline 01869 363800 01Ravensburger ToyNews Cover - spine_Dec-Janv1.indd 1 advert.indd 1

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No. 190 | December 2017

Clash of the Titans

Editor Robert Hutchins rhutchins@nbmedia.com

Senior Staff Writer Jack Ridsdale jridsdale@nbmedia.com Sales Manager Jodie Holdway jholdway@nbmedia.com Production Executive James Marinos jmarinos@nbmedia.com Designer Nikki Hargreaves nhargreaves@nbmedia.com Managing Director Mark Burton mburton@nbmedia.com

here are few certainties when it comes to toys. But one thing you can be sure of, almost on a yearly basis, is that talk of big take-over bids will always emerge when times are at their toughest. Given the choppy seas that the industry has faired over recent months, it was only a matter of time before the age-old rumours of a Hasbro-Mattel merger surfaced once again. The two have always battled it out to be the industry’s biggest player and take-over talks have always circled, like gannets looking for a good meal. And what a sizeable meal that would be. Perhaps it's because they emerge as Mattel tackles its own woes, Toys R Us continues to battle its financial strife and Hasbro grows ever stronger, that this time, it all seem a lot closer to the bone. Analysts can only and have only speculated, while silence from both parties will only ramp up tensions. What is certain is that Hasbro is on a clear path for growth. Recent years have seen it leverage its business into the media world and cosying up to Hollywood, largely through its own movie studio. The strategy appears to be working well so far. But for how long can Tinsel Town sustain Hasbro’s ferocious appetite? Acquisition may well be the only option for feeding the global toymaker’s desire for growth, and it’s only a matter of time before someone gets gobbled up. Robert Hutchins, Editor Rhutchins@nbmedia.com

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COVER STORY HIGH SCORE P12

Contents December 2017 Features

COVER STORY: THE DIGITAL REVOLUTION As digital boardgame app downloads rise, we talk to Asmodee Digital about the growth.

TOYS-TO-LIFE SUPPORT Following the demise of LEGO Dimensions, we ask: Is the category dead and buried?

THE GREENHOUSE EFFECT Toy Fair's Majen Immink talks the importance of the Greenhouse Area to the show's DNA.

Regulars Opinion 06 Gemma Gallagher 07 Rachel Jones 08 Sarah Greenwell Market Data 45 Generation Media 47 Campaign of the Month 48 Euromonitor Product Guide 40 Magic Sets 52 Puppets Back pages 56 People 57 Team of the Month 58 Final word

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Opinion

Building memories, building brands by Gemma Gallagher

Many years ago, I remember seeing a group of mascot characters curiously gathered outside London's ExCeL. Intrigue got the better of me and I headed over to the barrage of security personnel and asked how I could get in. “Sorry madam, this is a trade event. No members of the public allowed.” Bewilderment set in and I shared the same thoughts as the Mums, Dads and children that had gathered. “So where is the consumer event?” That was my earliest memory of the Toy Fair and similarly BLE which now boasts an incredible attendance of over 100 ‘children’s’ mascots at the parade but yet, there isn’t a child in sight to enjoy this magical moment. I’m not even sure if Disney’s Main Street Parade includes that many characters. Yet why do we continue to throw so much investment at trade events, when the people we want to purchase products can’t be involved? This year there were an incredible 350 million opportunities to see and hear the Kidtropolis brand and those products and brands involved in Kidtropolis benefited massively from the exposure. Being involved in an event isn’t just about being there, it’s about a six to nine month marketing strategy that can maximise

and compliment a product or brand marketing campaign – an offering which most marketing channels would find hard to compete with. Experiential marketing will always help instil brand advocacy and should be a heavy part of the marketing mix, often fulfilling many of the advertising tick boxes and many more of the essential marketing ingredients required to create perhaps the most important piece of marketing – creating memories. A brand experience that stood out by a mile for me this year was Barbie. A massively clever piece of marketing that needs commending; extremely simple, yet hugely effective. Not only were children having great fun dressing up but so were parents; hearing the shrieks of laughter and seeing selfie snaps from groups of Mums was a lovely sight. Barbie built memories with consumers that day and built brand advocates. Perhaps there was no intention of Barbie wanting to appeal to Mums, but they have and as a result have attracted a wider audience than perhaps anticipated. Experiential can help brands reach wider audiences. Children and parents tune in with regularity to your property’s TV shows, so shouldn’t you be rewarding your consumers with a chance to meet their heroes? Through meet and greets and events brands can create memories that will solidify their brand loyalty for a longer period of time for their audience and their friends and family alike.

"Events solidify brand loyalty for a longer period of time." Gemma Gallagher is director of brand relations at the UK’s largest kid’s event Kidtropolis, which is held every year at London’s ExCeL Centre. This year the show welcomed a host of toy brands including Playmobil, TOMY, Barbie and more.

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Opinion

Imitation is not flattery: What to do if you find a counterfeit of your product online? By Rachel Jones

Firstly, don’t panic. Sadly more and more of us are bound to find products online which infringe our intellectual property, whether as out and out counterfeits (using brand names) or as unbranded, yet, hugely similar products. The good news is you can fight back, even as an SME, with a few steps. Firstly, buy a sample. It’s better the devil you know than the devil you don’t. If you have a sample of an infringing product in your hands, you can do a proper comparison with your own. Compare and contrast. Try and find three differences which will enable you to alert trusted distributors and retailers, as well as your own customers. If the products are incredibly similar, look for packaging errors, spelling mistakes, differences in finishing, smells, the inclusion of silica gel packets. Some manufacturers like to highlight all the variations between genuine and fake, publicly on their website. While some variations are sensible to mention, we would recommend that not all are brought to the attention of the eagle-eyed counterfeiter whom will also be monitoring your website. Again, if it’s not all too similar for comfort, think about three things you can incorporate into future

manufacturing runs, small edits which a less than scrupulous counterfeiter won’t notice – oddities with thread, extra bumps on moulds for example – along with security labelling or tagging if you can. Once the differences are known, create a comparison chart and share it with all the customs/border agencies with which your brand is registered. If you haven’t registered with these fabulous folk, get onto the EUIPO website and do so with the Application for Action form. This information is shared across the EU and will help to identify infringing items coming into the territories in which you have registered. If anything is found, you are alerted immediately. The same can also be done elsewhere, Australia and the US, for example. Additionally, it is vital that you quickly gather your trademarks and proof of copyright of any images being used without permission online. Report the infringing links and sellers through the portal’s very own reporting mechanism. All the major ecommerce platforms have an official reporting process, some easier than others. You just need to prove the IP is yours by uploading your trademarks, proof of copyright etc. You may also need to upload company information to support your claim. Finally, monitor the platforms regularly for the links you have reported to ensure that they have been removed, and for any new infringements…and remember to not only search in English.

"More of us are likely to find infringing products online." Rachel Jones is founder of SnapDragon Monitoring, the online brand guardian. SnapDragon fights fakes online by monitoring and removing infringing links from the world’s busiest ecommerce, social media and auction sites.

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Opinion

Get that Elf off the shelf: Why I am crowdfunding my fight against IP theft by Sarah Greenwell

How are toy designers, creators and small businesses meant to survive when retail giants are able to launch products with such strikingly similar and in some cases identical designs? I am the founder of Elf for Christmas, a magical children’s Christmas toy and reward kit that I designed myself after being inspired by my own children. The young business is entering its third year and I have worked hard to create a brand that has won awards, landed a lot of press attention, sold successfully and is now exported to Australia, New Zealand and South Africa. This business is my sole income, my full time job and something I have devoted many years of time and attention to, while raising my young family. In September this year, it came to my attention that the UK chain store B&M was selling a product exclusive to them that was strikingly similar to my core product – my Elf and Magical Reward Kit. B&M’s product, while lower quality, has many similarities across the kit and packaging, including the design and wording, which has led to confusion in the market with customers believing the cheaper product in B&M is my original product – which it isn’t.

It is unfair that large businesses think this form of IP theft is acceptable behaviour and the majority of the time, the small businesses and original designer can’t afford to do anything about it. Legal action usually runs into tens of thousands of pounds – a financial burden that could potentially cripple a sole trader like myself. Which is exactly why certain big businesses get away with it time and again. As a small business, it is incredibly hard to do anything about this situation. I have started legal proceedings against B&M and so far this has run to significant costs. I firmly believe I have a strong case against B&M and I intend to take further action, until this is resolved fairly. I have begun a crowdfunding campaign to be able to raise some funds to take this further. If small businesses, brand owners and toy designers can stick together, we can make a change. I would appreciate the support, no matter how small – it all helps and will make a difference. Should we be successful in our case against B&M (which we think is highly likely), our legal fees will reduce, and all of the surplus funds raised through this campaign will publicly be donated to the Motor Neurone Disease Association, a very worthy charity cause focused on improving access to care and research for MND. Thank you to the industry for reading and wish me luck.

"It's unfair that large businesses think IP theft is acceptable." Sarah Greenwell is the creator and founder of Elf and Magical Reward Kit. Support Sarah’s campaign by visiting www.gofundme.com/ elfforchristmas

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Opinion

BTHA Briefing: Festive frolics and a Parliament in a pear tree By Rebecca Deeming

Our industry Christmas card has raised £10,000 in donations for the Toy Trust which will go towards helping children who need support – all while helping to save the environment by cutting down on the number of Christmas cards sent out by the industry. The main event last month for the BTHA was our first parliamentary reception. It was great to see a large number of our members and colleagues from all aspects of work the BTHA has been involved with over the years under one roof, as we showcased the important work of the toy industry. Thank you to all members who kindly donated both toys for display and for goody bags, which MPs were able to give to a children’s charity of their choice in their constituency. Our final two webinars in our four-part GDPR series, hosted by our lawyers DLA Piper, also took place last month. Educating our members in more detail on the new requirements of the legislation, and providing practical advice, the webinars covered data processing, data breach, accountability plus many more topics. This new legislation will be a major change to companies when it comes into effect next May and we strongly advise everyone in the industry to act now.

For BTHA members who were unable to join our webinars, we have a dedicated GDPR page on our website and exclusive guidance is available to help you prepare for it all. In terms of guidance, last month we also shared a series of Boardroom Brexit reports from our lawyers DLA Piper with our members. The quarterly reports focus on the effects Brexit will have on UK businesses. We have also teamed up with Bee Industrious and SuperAwesome who have been providing us with regular reports exclusively for our members on children’s behaviour patterns. These reports cover a range of areas such as toys and games, films, music, TV, social media plus many more, and provide useful insights for members. While most industries are winding down for Christmas, the toy industry is ramping up for what we hope will be a busy period for all. The Toy Fair team are busy finalising preparations for Toy Fair 2018. This year, we are looking forward to our new feature, Toy Fair’s Hero Toys, which will highlight the best hero products on display from Toy Fair exhibtors. The Toy Industry Awards will also be taking place on the first evening of Toy Fair, where the industry celebrates the achievements from manufacturers and retailers alike in 2017. Tickets are still available for the event, and enquiries should be sent to Matt@btha. co.uk. We look forward to seeing you there.

"Thank you to everyone who helped us raise money this year." Rebecca Deeming is the public relations manager at the BTHA, an association that represents British toy manufacturers to raise standards of practice in the industry.

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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. 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 2017, rounding the year off with the support from these companies! So far the industry has enabled the Toy Trust to make money available to in excess of 50 charities that support children’s causes, including 19 children’s hospital’s 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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Big interview

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Big interview

THE DIGITAL REVOLUTION As board games begin to transition to digital platforms, the 'traditional' game is becoming harder to define. We sat down with Phillipe Dao of Asmodee to find out how the gaming firm is exploring new digital frontier.

arlier this year, the French tabletop gaming outfit, Asmodee Editions announced that it was bringing its hit title Settlers of Catan to VR. Under development with the tech specialists Experiment7, CatanVR was billed as ‘true to the classic but optimised for virtual reality,’ and scheduled for release across Oculus Rift and Gear VR by the end 2017. While few details of exactly how this will work have emerged since, for many, the move was a huge signifier of the state of evolution of the market: today’s board gamers are going digital. The contradictions of the most fundamental aspect of tabletop gaming aside, the figures speak for themselves. Between 2015 and 2016, there has been a significant increase in downloads and revenue of the board and card game categories among app stores. According to App Annie, the board game category grew by 39 per cent on Apple App Store and 17 per cent on Google Play. The digital board gaming space is now estimated to be worth $500 million in revenue. Granted, compare this to the $9.4 billion in global sales totalled by the physical games and puzzles sector

in 2016 and it is but a mere fraction. However, its clear that the audience for digital board games is growing. It’s one of the reasons as to why, over recent months, Asmodee’s digital team, the aptly named Asmodee Digital has been increasing its output,

"We consider digital adaptations as complementary to these physical titles." Philipe Dao, Asmodee Digital launching digital counterparts to some of the company’s best-loved tabletop titles, including Pandemic, Catan and Carcasonne. But as that audience share begins to slowly creep up, do those left in the physical space have anything to fear from digital? “Absolutely not,” says Philipe Dao, chief marketing officer at Asmodee Digital. “We consider digital adaptations of board games as complementary to these physical titles, thus generating a different experience. “Since it’s almost impossible to recreate digitally exactly the

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multiplayer experience of a board game, there are numerous other directions to be taken in terms of game design, game mode and over all player experience. “We believe players understand this major difference between physical and digital and therefore don’t have the same expectations when playing on a smartphone or tablet. We believe that for publishers of board games, going digital either with a companion app or with a digital adaptation, creates a virtuous circle as they offer more compelling experiences of a board game IP to players.” For Asmodee Digital, success lies within capturing the cultural evolution of the board gaming market. Over the last 20 years, Asmodee Editions has emerged as a global leader in the publishing and

distribution of board games. In fact, in 2016, the firm shifted no less than 34 million physical games. To believe that the digital market could outstrip such sales success so early on would not just be a case of jumping the shark, but extremely cavalier. However, if the global physical tabletop gaming market were to be Gargantuan, Asmodee is without a doubt its Pantagruel. It’s clear that adjusting to the new audiences that the tabletop gaming renaissance has brought in to the market is integral to achieving continued growth. It’s why Asmodee Digital is keen to develop projects such as Catan VR. “The potential for AR and VR technology in the board gaming space is really quite exciting,” Dao tells ToyNews. “We see AR

and VR games as a great companion to the tabletop experience. “Nothing will ever replace gathering with your friends to play a board game, but one of the strengths of VR experiences is that they allow you to gather your friends – or meet new ones – more often, because you don’t physically have to travel. “Take Catan VR for instance. Here, we do not want to replace anything, but add to the diversity of how you can enjoy a game of Catan. Catan VR features many of the great elements of past digital versions. Things like quick set-up and breakdown, never losing pieces, in addition to providing AI opponents for when you don’t feel like playing against real people.” Perhaps it is testament to the strength of the board gaming sector, or, in the very

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least, to its fans that the digital playground finds itself in a somewhat weakened position compared to the physical market it is looking to supplement. What works in the physical game format will not always translate to the digital, and get the gameplay wrong and one could be left at the mercy of accusations of being frivolous with a much-loved gaming IP. To avoid such outcomes, Asmodee employs a meticulous and methodical approach to all of its adaptations. “When adapting a board game to digital, we have multiple challenges,” explains Dao. “Game design, user interface, multiplayer experience, game economy, adaptation of rules, mechanic tweaks, it all comes into it. “We don’t necessarily look to bring a similar experience in the digital adaptation:

our goal is to bring different and complementary experiences to players. “Moreover, we are going down a route which is considering an analogue board game as an inspiration for a digital game which will not be a straight adaptation. Catan Stories, which is an adventure game based on the well-loved Catan board game is a very good example.”

"In recent years, Asmodee has seen our community of players grow by millions, so that’s very exciting." Filipe Dao

It was at Spiel Essen last October that Asmodee Digital unveiled its big plans for 2018, among which were new digital titles for the likes of Zombicide, Terraforming Mars, Onitama a two player abstract strategy game and – surprisingly –

Bananagrams. It’s a line-up that goes some way to prove the diversity of the digital board game audience. On top of this, the firm is planning on placing a stronger emphasis on developing games inspired by board games, as well as adapting games from physical to digital; developing the themes surrounding popular gaming IPs to deliver a wider franchise to a wider audience. “We are in a unique position to fuel this growth for many years to come, thanks to having one of the largest and broadest catalogues of board game IPs,” says Dao. “It is our continuous aim to bring the best of both worlds into all of the games Asmodee Digital publishes and distributes. In recent years, we have seen our community of players grow by millions, so that’s very exciting.” Is this where the future of board gaming is heading? Perhaps we have some years to go first. But whatever the next phase of the tabletop gaming market may be, we are sure to find Asmodee there with it. December 2017 | toy news | 15

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Toys-to-life

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Toys-to-life

FUTURE

PROOF With LEGO Dimensions and Disney Infinity lost to oblivion and Skylanders on an indefinite hiatus, is the toys to life trend finally dead and buried? Jack Ridsdale investigates the new paradigms taking the genre to the next level.

hile it may feel like a lifetime ago, the realisation of Disney Infinity’s closure was only a mere six months ago. The toys-to-life game series that saw the worlds of Disney, Marvel and Star Wars combined once seemed like the biggest project in the world, bringing the three pillars of family entertainment to gaming and toys in one engaging package. The game won favourable reviews from critics and topped must-have toy list around the holiday season and was by all accounts the hit it was predicted to be. Until it wasn’t anymore. Somewhere in its three year run, Infinity went from the must-have kids product to yesterday’s news. Many place to blame squarely at oversaturation. The sheer volume of figures pumped out in Infinity’s trademark chunky style became overwhelming for youngsters and collectors alike, while the costs of producing the low-priced figures outweighed their potential profits. When we look at LEGO Dimensions, a similar pattern can be seen. There was an undeniable over-proliferation of high-quality products that flooded the market but struggled to find the marquee audience they deserved.

However, six years on from the release of the first hit toys to life project, Skylanders, there is another problem facing toys to life, one of innovation. Typical NFC-based games feature limited interactivity between the toy and the gameplay, mostly just manifesting itself through unlocking a playable character or new level that already exists in the game. Elsewhere, developers are looking at new ways that physical products can interact with virtual worlds in new and interesting ways. One such product is Lightseekers, created in collaboration with TOMY and game developer PlayFusion. Mark Gerhard, founder of the company and one its chief innovators describes the disconnect that occurred with audiences when toys to life began to turn stagnant. “The multi-billion dollar toys to life genre has been extremely successful with hundreds of millions of toys sold, but there hasn't been any meaningful innovation in this category over the past six years.,” explains Gerhard. “For the most part, the toys have just been static figurines that unlock additional video game content on consoles. New entrants all seemed to use the same blueprint, just overlaying their own IP, which led to inevitable cannibalisation,

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margin erosion and also consumer fatigue.” These sentiments are echoed throughout the games industry with some likening the trend to the fleeting success of rhythm action games in the early 2010s. “Storage is less of a problem with fourinch tall figurines, but then again there’s a much larger quantity of the things,” comments Jem Alexander, editor of game development magazine Develop. “And the amount of content it would add to games such as LEGO Dimensions and Disney Infinity was becoming less and less worth the cost of admission. Perhaps development of new assets, levels and characters wasn’t being covered by the sale of the toys. Perhaps the sheer number of different figures and add-on packs was cannibalising its own market. Either way, it’s an easy decision to make to cut losses and stop the experiment.” From a retail perspective, indie retailers have seen a lack of support from Disney and LEGO alike, with the companies instead focusing on targeting video game fans and those that shop primarily online. “LEGO promised to supply directly for independents such as myself when Dimensions was still going,” explained

Mitch Brown, owner of pop culture and geek gear retailer Darth’s Hutt, “but after the initial meeting I never heard from them again.” “The indies were very much shut out of it,” continues Brown. “A lot of these companies forget where the roots are. I also think the LEGO Dimensions was a bit too much of a complicated ask for people to keep track of.”

The toys-to-life genre needs a reset, and we believe we have done that with Lightseekers. Mark Gerhard, PlayFusion Elsewhere, Nintendo’s amiibos remain the only traditional NFC-based toys to life project still going strong – perhaps due to Nintendo’s savvy tactic of keeping product scarce, while the in-game items are spread across their entire catalogue. “The house of Mario also

seems to limit stock,” adds Develop’s Alexander. “A perceived shortage makes them more collectible which, along with the fact there are fewer of them in the market, makes it more likely they’ll sell out.” With new innovative projects on the horizon including the likes of Starlink and Lightseekers, as well as smaller connected play titles in the board game space like Beasts of Balance and Oniri Islands, it is clear that while toys to life may be dead, the connected play space is springing to life. “The genre needed a reset,”says Gerhard. “We believe we’ve created something new and magical with Lightseekers, disrupting the category and creating a whole new market."

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The Greenhouse Area

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The Greenhouse Area

THE GREENHOUSE

EFFECT

Each year, London Toy Fair’s Greenhouse Area grows in size, accommodating the toys of tomorrow, today. Robert Hutchins talks to Toy Fair’s Majen Immink about why it remains a key strand to UK toy industry’s DNA

rom multinationals to the ambitious inventor, Toy Fair’s Greenhouse Area is as vital to the genetic construct of Olympia’s big January toy show as its biggest exhibitors. Among the sea of character costumes, celebrity appearances and media photo shoots, where else will you find the toys of tomorrow, today and the level of innovation that keeps this industry the vibrant playground that it is? It’s why, each and every year, the Greenhouse Area grows in size, accommodating new and exciting companies and nurturing the overall growth of the toy industry as a whole, from the roots up. “The Greenhouse Area is a vital part of London Toy Fair,” Majen Immink, Toy Fair head of operations, tells ToyNews. “Toy Fair is all about showcasing the talent and ingenuity of the UK toy industry, from larger legacy multinationals to the ambitious inventor. The Greenhouse Area is therefore the ideal space for small and start-up companies to exhibit at the show, placed at the

heart of the show floor, and is an excellent place for visitors and industry experts alike to witness the latest UK inventions.” Now up to 80 square metres in size, the Greenhouse Area is the biggest it has ever been, attracting regular returnees such as A Girl For All Time, Tractor Ted and Aardvark Swift, as well as first-time exhibitors including the likes of Brixies, Jumini and Push It Games, each looking for their big break in the UK toy industry.

The Greenhouse provides an invaluable opportunity for inventors and SMBs. Majen Immink, Toy Fair “At its heart, the Greenhouse Area provides an invaluable opportunity for small and start-up companies,” continues Immink. December 2017 | toy news | 21

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“The biggest names in the toy, hobby and games industry are all under one roof at Toy Fair, giving smaller companies the chance to network and demonstrate their innovative products to interested buyers and industry experts. “For newer companies it can be difficult to arrange those meetings outside of an event like Toy Fair, so the show is a key date in the industry calendar to establish the relationships they need to grow and succeed here in the UK. “Companies such as Micro Scooters, BigJigs and Bladez Toyz all first exhibited in the Greenhouse Area and are now established companies, driving the toy industry forward, and can be visited on the main show floor.” If the growing size of Toy Fair’s Greenhouse Area can attest to anything, it is that the UK’s start-up and small business sector is in rude health. While uncertainty surrounding the impact of Brexit hangs like the Sword of Damacles over many of the larger, more international businesses, it is in the vibrancy of the break-through, home-grown toy innovators, developers and inventors that the industry can take some solace.

“I am always excited to see what toy and innovations the UK’s new businesses come up with,” enthuses Immink. “As we can see by this year’s extension and waiting list of the Greenhouse Area, there are lots of small companies looking to break into the industry with their own new and unique products, so I am confident that the UK toy industry’s creativity and innovation will ensure it continues to thrive for many years.”

The Greenhouse Area is a vital part of London Toy Fair and the UK toy industry in general. Majen Immink, Toy Fair

In the wake of the recent upheavals among some of the globe’s biggest toymakers and the financial strife surrounding retail giant Toys R Us, the notion arises as a breath of fresh air. For as long as there are initiatives in place to nurture and fuel the innovation within the sector, the toy industry will continue to thrive. “There are too many innovative products exhibiting at the 2018’s Greenhouse Area

to count,” says Immink. “Personally, I am excited to see the many educational toys we will have in the area this year. “Toys like AugmentifyIt and Cognisaur are great examples of how new technology can support children’s learning and development. “We will have many fantastic traditional toys at the Greenhouse as well, like the Push It wooden table top game, as well as construction kits like Bildy Megaboards aimed at younger children. “With such great products on the rise, I am very optimistic about the future of our Greenhouse Area. If demand continues to be strong, then we at the BTHA will do all that we can to support the UK’s ever-growing talent at Toy Fair.” It’s undeniable then that Toy Fair 2018 really is shaping up to be an unmissable experience for everyone at all stages of development and within all walks of the toy industry. “We have been delighted to see the show sell out almost four months prior to opening, demonstrating the demand and enthusiasm in the industry. Whether you’re a small company or a show veteran, it’s really an exciting time to exhibit and visit."

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Toy News December 2017.pdf 1 02/11/2017 13:49:22

CMY

VISIT US AT STAND GH36 LONDON TOY FAIR 2018 • PRODUCT TESTING • SAFETY ASSESSMENTS • TECHNICAL & REGULATORY CONSULTANCY • INSPECTIONS & AUDITS • CHEMICAL MANAGEMENT SOLUTIONS • SEMINARS • SUPPLY CHAIN MANAGEMENT SOLUTIONS

SAFETY, QUALITY AND RELIABILITY

Perfect educational gifts Toy Fair Stand GH05

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The Greenhouse Area

Max Mindpower Name: Nikki Collins Title: Director Company: Max Mind Power

What will you guys be bringing to the London Toy Fair for 2018? We are really looking forward to London Toy Fair next year, it will be our first year at the show. We will be bringing Max Mindpower, a range that consists of two bears that play guided meditations and breathe along excercises, to enable children to learn mediation in a fun new way. They come in two age ranges; Max Junior is for under six year olds and Max Senior is for over six year old. Each bear has a separate book set as well, which consists of 30 books in the first series for Max Senior and eight for Max Junior. We can't wait to showcase the range at the show next year.

suppose that is a good indicator of growth; that people are willing to purchase and support new brands and products. Why is the London Toy Fair such an important show for you? The London Toy Fair is pretty important as it’s an excellent showcase for products, especially new brands. It’s a great chance to put your product in front of buyers, on the most publicised stage, for toys, of the year.

How has business been for you guys over the last year, what level of growth have you seen in the UK market? As a start-up, we have only been operating for a short time this year. So far, the response has been really phenomenal, so I

What are your expectations as we move into the year ahead? I actually expect this to be a pretty big year for the brand; aside from taking it to expos to raise public awareness, we also plan to market quite heavily. The range is also being expanded with really exciting new products and add-ons that enrich the brand as a whole and we are launching in the USA in March. It's looking to be quite the busy year for us as we move into 2018 and I am looking forward to getting started with it all at Toy Fair.

Green Elephant Trading Name: Nici Wilcox Title: MD Company: Green Elephant Trading

We have seen more than 100 per cent growth on 2016 and are now very excited to find out what 2018 will bring. Why is London Toy Fair such an important show for you guys? It’s a fantastic opportunity to meet the major toy buyers as well as many independents from all across the UK.

How long have you guys had a presence within the Toy Fair’s Greenhouse Area? This will be our third year in the Greenhouse. We did plan to move in to the main body of the show this year, but we actually really like the vibe of the Greenhouse with all the new and innovative products. What will you be bringing to the Greenhouse Area for 2018? We will be focussing mainly on the hugely popular Crazy Aaron’s Thinking Putty. There will be many exciting new additions to the range for 2018.

What are your expectations for the year ahead and what new brands can we expect to see from you? We expect growth to continue in spite of the many copy cat brands out there, Our customers love the quality and innovation of Thinking Putty and its popularity shows no sign of slowing. How has business been over the last year or so and what level of growth have you seen here in the UK? The last year has been excellent and has outstripped our expectations.

What are your tips for surviving the London Toy Fair? Don’t forget the chairs and perhaps a hidden bottle of Prossecco on the last day wouldn't go amiss.

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The Greenhouse Area

EasyRead Time Teacher How has business been for EasyRead Time over the last year? 2017 is our fifth year in business and we have experienced rapid growth each year. For the first few years our sales doubled year on year. Now in 2017, turnover is 45 per cent higher than in 2016, but that growth has been largely in mainland Europe. Our UK sales in 2017 have so far been equal to 2016.

Name: Sue Shackleton Title: Director Company: EasyRead Time Teacher What will you guys be bringing to the show for 2018? We are bringing our unique and colourful range of wristwatches, wall clocks and

alarm clocks, all designed to make it easy for children to learn to tell the time. EasyRead Time Teacher offers the most effective method for children to learn the time on analogue clocks. They are a must for every child’s room, and our watches are the ideal first watch, we can't wait to see how the industry reacts to the lines.

Why is London Toy Fair such an important show for you? Our business has evolved from selling to schools to taking our products to consumers. We are looking forward to presenting these to UK toy retailers and finding new outlets. What are your expectations for 2018? We expect business to continue growing. EasyRead Time Teacher is our own brand and we will be working hard to grow and to increase our market penetration in the UK, Europe, Australia and the USA.

1 Two Kids How long have you guys been attending Toy Fair? This will be our sixth year in the Greenhouse spot, we love it there because it’s busy and we see lots of great customers old and new. We have seen our stand neighbours change over the years and there are always some very interesting new brands in the Greenhouse each year. What will you guys be bringing to the show for 2018? We have got a new Disney range from Play & Go which is going to be popular, a new teether from Spohie la Girafe which we think will do well, new gift sets from Nailmatic Kids, which should echo that popularity and new Baby Blocks form Milestone. We are very optimistic about how customers and consumers will react to each of them and believe they will perform well over the next year..

How has business been for 1 Two Kids over the last year or so? It’s tough for retailers out there, and for everyone. But we are really pleased with trade, we’re up year on year. We put this down to working with good ranges, evergreen products and very good retailers. Why is London Toy Fair an important show for you? It’s the one toy focused show in the UK, all the major retailers attend along with fantastic independent stores, and it kicks the New Year off with a bang. What are your expectations for the year ahead? It will be tough again, but we’re just focussing on what we think we do well – bringing really high quality, must have products for babies and kids to premium retailers in the UK and ROI. We will be working with a new brand in 2018, and we are really looking forward to it. December 2017 | toy news | 25

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The Greenhouse Area

Bureau Veritas

complying with dynamic international industry and regulatory requirements.

How long have you guys had a presence within the Toy Fair’s Greenhouse and how have you seen the show evolve over that time? Bureau Veritas has had a presence at the Toy Fair for over five years and has become a fundamental part of the testing we do within the industry. What will you guys be bringing to the show for 2018? Why should retailers and manufacturers be looking to work with you for 2018? We believe that safety and quality are fundamental concerns for all consumers – but particularly for parents who buy toys and other products related to children. At the show we offer technical guidance for existing and up and coming brands, to help bring their products in line with global regulations. This year we will have two of our most experienced technical team on hand to speak with people and offer advice. Malcolm Horner – technical consultant, will be on hand. He has over 40 years of experience in the toy and consumer

product testing business and has handson experience of working in testing laboratories as well as managing a laboratory. Malcolm sits on the BSI toy Safety Committee and also on some of the European CEN Working Groups for toys. Simon Stokes will be joining him. As a technical consultant, Simon has 23 years’ experience in the toy and juvenile products testing business and has hands-on experience of working in testing laboratories as well as managing a laboratory. Simon is a member of several BSI committees responsible for juvenile products safety standards. Both Malcolm and Simon are able to provide the fundamental support allowing you to demonstrate the products you sell,

How has business been over the last year or so, what level of growth have you seen? The toy market for us is always steady, this year in particular, we have seen more and more enquiries from smaller independent companies, which is encouraging for the growth of the industry. Why is the London Toy Fair an important show for you? Toy testing is one of our core product lines, we have worked with industry bodies to develop the services we offer to our clients and the toy Fair allows us to share our knowledge and services with new and existing clients. What are your expectations for the year ahead? We run a range of seminars aimed at assisting toy manufacturers, importers and retailers and next year we will be expanding our offering, particularly around toys and juvenile products.

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Dream Dozen

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Dream Dozen

TOY DREAMS

Amidst the festive excitement of Dream Toys 2017, Jack Ridsdale sat down with Argos’ chief toy buyer, Linzi Walker to learn more about the sought-after products topping the show’s yearly listing.

t takes something special to rouse the toy industry from their beds in the wee hours of the morning, but the promise of national media outlets showcasing the hottest toy products is enough to coax the biggest names in the industry to Central London for the annual Dream Toys show. Even at 7am the air was thick with excitement in the festive setting of St Mary’s Church in Marylebone as the likes of Hasbro, Mattel, LEGO and Spin Master gathered to give the public a glimpse of the toys they hoped would be delighting kids come Christmas morning. As always, a major spotlight was on the official Dream Toys’ top toy list, assembled by a panel of leading toy retailers to provide customers with an expert ► December 2017 | toy news | 29

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Dream Dozen

insight into what are most likely to be the big hitters this year. One such expert is Linzi Walker, chief toy buyer at national retail chain Argos and panellist on the Toy Association’s Dream Toys list. “What we’re trying to do with the top 12 is educate and help customers decide what to buy, that they know they can get their hands on and their kids are going to love this Christmas,” explains Walker. “The list has been quite interesting this year because we’re seeing some really hot toys right now and we know that some of them are going to be in quite short supply.” The full list reveals a focus on tech toys that are driving forward innovation through interactivity and unique new styles of play. “On the list we have two major tech toys, one being Fingerlings, which we’ve seen as a huge phenomenal success so far this year and the FurReal Tyler which is an amazing toy when you see it up close.” Tyler was a clear standout at the show, attracting the attention of kids and adults alike with its realistic movements and unparalleled interactivity.

With Star Wars: The Last Jedi, mere weeks away, the conversation naturally turns to the licensed toy sector. While this year has been jam-packed with blockbuster releases is impossible to ignore the lack of licensed product on the DreamToys celebrated Dream Dozen.

"This year, kids are all about collecting." Linzi Walker, Argos “Star Wars is still going to be the biggest license in the UK and licensed toys are still big business,” comments Walker. “However, this year I don’t think we’ve seen quite the same demand created through movies, even though we have had a lot of movies this year, Ninjago, Star Wars to come, My Little Pony etc.” One category that was out in force however, was collectables. Making its debut on the Top 12 was MGA’s mega-hit L.O.L.

Surprise, which has been an inescapable force of popularity this year, popping up at every show and industry event one could care to name. “Collectables are hands down the biggest category for Christmas this year,” enthuses Walker. “The volume is phenomenal and we’ve seen big growth, in fact it’s the fastest growing segment of the toy industry right now. There is huge demand for L.O.L., and the large ball is only furthering the appeal of the brand. The category has grown over the last three years and I think is at an all-time high right now.” Not to be forgotten, board games also had a strong presence at the show. “There’s traditional games like The Game of Life and Monopoly which are connected with that feeling of nostalgia from parents who want to make sure they can give that to their child and create those childhood memories, and the whole social aspect which we’ve seen with Pie Face and Speak Out,” Walker elaborates. “Then we’ve got new games that are just fun like Toilet Trouble and Fantastic Gymnastic. We’re seeing newness meet nostalgia and the social, slightly more adult-led games.”

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Fiesta Crafts

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Fiesta Crafts

STORY CRAFTING When the leading minds in children’s puppets meet the master of children’s literature, the world of imagination knows no bounds. Robert Hutchins talks to Fiesta Crafts’ Rob Trup and The Roald Dahl Literary Estate’s Stephanie Griggs about the world of Roald Dahl

hen it comes to children’s storytelling, there can be no greater master to take inspiration from than Roald Dahl. Grotesque godparents, oversized insects, obscenely large peaches and children left at the eccentric mercy of a confectionary maker, it all lends itself to a world of imagination to be eagerly explored by kids intent on telling their own stories. It’s perhaps why a pairing of one of the greatest minds in children’s literary fiction and the world of puppets is a match made in heaven. At least, that is the thought behind Fiesta Craft’s new line of Roald Dahl-inspired hand and finger puppets. That’s right, Fiesta Crafts is back on the licensing scene, having joined up with the Roald Dahl Literary Estate to bring to life some of the most popular characters from Dahl’s best-loved stories. Charlie and the Chocolate Factory, Matilda, The BFG and James and the Giant Peach make up the collection of puppets hitting shelves for 2018 as Fiesta Crafts continues to explore ways of inspiring children to become the tellers of their own stories through classic puppet play. “Roald Dahl has a timeless appeal across the generations with new young audiences falling in love with his books and stories all of the time,” Rob Trup, marketing and brand manager at Fiesta Crafts, tells ToyNews.

“Puppets are the ideal companion to books as they have strong, identifiable characters and Roald Dahl’s vivid imagination will inspire young readers to use puppets to stretch their own imaginations. Children will instantly see the connection between the two and be drawn to them in store.” Undeniably, hi-tech toys have been stealing headlines and shelf space in recent years. But like all trends, the popularity of such lines wax and wane with the times as consumer attention and interest flits between the products and gadgets launched as the latest toy box must-haves.

"Dahl's vivid stories will inspire young readers to use puppets to stretch their own imaginations." Rob Trup, Fiesta Crafts The rapidity of technological evolution within the toy space is, often times, tricky to keep up with. Thankfully, classic and traditional toys more than hold their own. According to Report Buyer, the arts and crafts sector is expected to see a 28.3 per cent growth between now and 2022, making it a sector that offers a reliability that tech toys often cannot. December 2017 | toy news | 33

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Among them, the puppet sector remains as steadfast as ever, forming the bedrock of the traditional toy industry. “Puppets have shown steady sales,” continues Trup. “But we find that there are often cycles in their popularity; as the latest hi-tech fads wane, traditional toys like hand puppets get a boost, especially from parents who realise the joy and important life skills that imaginative puppet play will give to their children. “In many ways, puppets are far superior to any app you can mention.” The longevity of a sector as traditional as puppets is perhaps the reason behind Fiesta Craft’s 20 per cent growth throughout 2016. Granted, growth rate for the firm is more modest for 2017, but it is still positioned nicely for its end of year financials. “Business has been good this year, both in the UK and for our exports,” says Trup.

“Following a nearly 20 per cent growth in 2016, we are very happy that we have been able to consolidate and build on this, even if the growth rate is a bit more modest than it has been previously.

"Early signs are that Roald Dahl puppets will lead to a boost in overall puppet sales." Rob Trup, Fiesta Crafts

“Thanks to this, we have started to see the business evolve somewhat. We have brought in a new team member, Laura Barr, who has helped us build a really positive and engaging social media presence to send our messages further. “We are also the first company to partner with the Good Toy Guide’s company

approved programme, this adds valued endorsements to our designs.” However, the biggest step for Fiesta Crafts as a company is its return to the licensing sector, spearheaded by its new collection of Roald Dahl puppets. It’s an exciting manoeuvre for the firm and one that has Trup eager to discover new avenues down which it will lead. “Children adore the fact that their heroes (or in some cases villains) are now appearing as puppets that they can use to retell and act out their favourite scenes from the books, or more likely, use to create their very own stories,” he explains. “We have very high expectations both in the UK and for export for the new range. Early signs are that Roald Dahl puppets will lead to a boost in overall puppet sales, and while we are only working with Roald Dahl for next year, the potential for where that can take us if it works, is very exciting.”

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Fiesta Crafts

Trup’s belief that the Roald Dahl could offer a boost to the puppet market is not unfounded, as Dahl has had a big year throughout 2017. In fact, the brand has seen a 70 per cent year on year growth in books sales and a 113 per cent year on year growth in merchandise. What’s more, it’s a property that has already translated very well across the dress-up, plush and games and puzzles categories, and, as The Roald Dahl Literary Estate prepares for a year of increased focus on the James and the Giant Peach title, its partnership with Fiesta Crafts couldn’t be more timely. “Roald Dahl is really becoming a top license for retailers, and, following a jampacked centenary year, is only continuing to grow,” The Roald Dahl Literary Estate’s Stephanie Griggs tells ToyNews when asked about the Fiesta Crafts deal. “It was while rifling through my niece’s toy box last year that I came across Fiesta Crafts’ finger puppets. I thought they were

so beautifully made, yet totally accessible. Before we had the chance to contact them ourselves, the stars aligned and Fiesta got in touch to work with us. We are now super excited to see a range of finger and hand puppets launching in Spring 2018.

"Roald Dahl is becoming a top license for retailers and this is only continuing to grow." Stephanice Griggs, Roald Dahl

“The BFG, Matilda, Charlie and the Chocolate Factory and James and the Giant Peach are each synonymous with role play, imaginative play, fun and mischief and this translates perfectly to toy and games in our core readership age group of children aged five to 11 years.” With a significant increase in consumer product activity around not only James and the Giant Peach, but Dahl’s portfolio

of ever-popular characters in general, Fiesta Crafts is among a swathe of toy firms to pick up the Roald Dahl licence. This in turn puts the puppet maker in good company while the fascinating world of Roald Dahl is tipped to be a leading brand in children’s entertainment for yet another year running. In the mean time, the outlook for business as we approach the end of 2017 is positive for Fiesta Crafts, who, spurred by the continual positive feedback from its customers is optimistic for many years of bringing life to the puppet sector ahead of it. “We are constantly getting lovely feedback from both trade customers and consumers about how much they love our puppet range, especially those extra details we add to each puppet,” continues Trup. “These are very important to children as it extends play possibilities to give them enormous play value over many years.” For Trup, it's about the story, and what better way to fire imaginations than Dahl? December 2017 | toy news | 35

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Oh what a year

A YEAR IN REVIEW Record toy sales, big mergers, financial struggles and Fidget Spinners. The past 12 months have been anything but dull within the toy industry. Robert Hutchins takes a look back at the biggest events in the toy space to have grasped 2017

January

February

While half the world stood aghast to watch Trump take up his seat in The White House, the toy industry kicked off the year in high spirits. LEGO had just secured another record year of sales, Octonauts was busy taking over the Asian market and Mattel was welcoming a new dawn with the appointment of Google’s Margot Georgiadis - pictured above. Sure, the firm went on to reveal later that month that its quarterly earnings had been missed, but that still didn’t lessen the UK toy market’s triumph, valued as it was by the NPD Group at £3.5bn and growing, at the turn of the year. Esdevium reported 100 per cent year-on-year growth, Schleich was celebrating its biggest year to date and Paul Lamond was pulling its own rabbit and hat tricks by teaming with magician extraordinaire, Jamie Raven.

The good news continued as February welcomed a plethora of big budget film franchises to the Silver Screen. Among them, Disney’s Beauty and the Beast and The LEGO Batman Movie did their bit to encourage consumers to hand over their cash at toyshops up and down the UK. MGA’s LOL Surprise Dolls landed in the UK, launching via online sensation Tiana ToysAndMe’s YouTube channel and spelling a new era for toy marketing by choosing digital over TV advertising. Despite the country’s issues with the My Friend Cayla doll (banning it on grounds of its tech components), Germany’s Spielwarenmesse opened its doors to higher international visitor numbers than ever before, while LEGO did its own bit for international relations by doubling its London HQ space.

March

April

March saw LEGO continue to bolster its UK operations with the appointment of Marina Edwards as the firm’s new VP and general manager for the UK and Ireland. It also happened to report the highest revenue recorded in its 85 year history. Jigsaws reached the 2017 inflation basket, accounting for the growing popularity of the hobby, much to the chagrin of the nation’s jigsaw fans (do we call them jigalows?) but to the delight of the hobby's suppliers. Neil Bandtock joined EPOCH just as Privet Capital acquired Vivid as the firm set its sights on international expansion, while guitarplaying badger-lover Brian May announced the official launch of Queen Monopoly.

You’d think little could contend with Theresa May’s snap general election call when it came to the battle for column inches throughout April. Enter, Fidget Spinners. The playground phenomenon was on an upward trajectory throughout spring, giving a whole new meaning to the term Spin Doctor. While kids piled into stores to get their hands on them, it was the adult toy fan that was credited with fuelling the UK’s toy market growth. However, it sadly wasn’t Hornby that held their attention as the hobby specialist’s ongoing struggles became widely reported headline fodder. Sluggish sales hit Toys R Us’ 2016 financials while LEGO detailed a mass executive reshuffle that saw the appointment of Bali Padda as its UK president and CEO, a position he'd lose just months later.

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Oh what a year

May

June

Charged by the buzz of the continued success of the Fidget Spinner craze, the industry’s independent retailers embarked on their annual exodus north to take pleasure in the hedonistic delights of the Toymaster Show. It was while there that the industry caught wind of David Martin's move to Posh Paws, taking up the position of managing director with the plush specialist. Meanwhile, Pokémon was continuing is run of good fortune, securing a new master toy partner in Wicked Cool Toys, while TOMY announced the launch of its toys-to-life concept, Lightseekers, billed as a new step forward for the category.

It turns out that it was actually a summer of fun for the Pokémon brand as the firm saw profits rocket by a whopping 2450 per cent. No that’s not a typo, that really is 2450 per cent. The reason behind the success? Don’t tell us that you have forgotten Pokémon Go already? Supplemented by the release of Pokémon Sun and Moon, the activity surrounding the brand had kids parting with cash in toyshops left, right and centre. Elsewhere, Mattel’s Georgiadis made her presence felt when she delivered plans to reinvent the company. The full impact remains to be felt, but she certainly rocked the boat with the recent overhaul of the Thomas & Friends brand.

July

August

Doctor Who finally became a woman in a move that divided the country almost as much as Brexit. The ramblings of a few Twitter keyboard warriors aside, it was widely welcomed by the toy industry. The BBC was on a roll this month, announcing that it would also be making a multi-million pound investment in homegrown children’s content. Bring on the consequential toy sales. There was some good news for Mattel as the firm saw a sales spike led by Barbie, Hot Wheels and Fisher-Price, while simultaneously launching its Enchantimals brand to much fanfare across the UK. Hamleys replaced its CEO with Ralph Cunningham as the iconic toy retailer set its sights on wider global expansion. Quite the fruitful month for all, we think.

Boardgames continue their reign over the toy industry as they dominate the crowdfunding site, Kickstarter. According to reports, the category has been credited with bringing in over $70million for the platform. Collectables go crazy throughout the summer months and the success of LOL Surprise helps position MGA Entertainment as the fourth largest toy company in the UK. CEO Isaac Larian was quick to take to social media to share the news, and has been vocal on the platform ever since, it seems. Meanwhile, Vivid Group said a fond farewell to its Chairman Paul Weston who relinquished his role with the toy firm this month. No doubt it was in order to soak up some summer sun and take a well earned break. December 2017 | toy news | 37

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September

October

One contentious subject dominated the conversation in September; Toys R Us filing for bankruptcy. Rumours preceded the announcement but even so, the news rocked the industry with some going as far as to suggest it may mark the beginning of the end for physical retail. One of the many prominent industry figures to throw his weight behind the retail stalwart was MGA’s outspoken Isaac Larian who declared his love of the retailer when he announced, “there is no toy business without Toys R Us”. Amidst the gloom, Character Options revealed a boon to its licensed toy range, being named master toy licensee for Pokémon, while Moose Toys celebrated the launch of its latest collectable hit Pikmi Pops.

With the Toys R Us discussions trudging on, the industry kept calm and carried on with Hornby announcing a new head honcho in the form of Charles Davies. The month’s shock news came in the form of Warner Bros. shutting down its ambitious toys to life project, LEGO Dimensions, signalling the nail in the coffin for the video game/toy crossover. Meanwhile, Hasbro was in full My Little Pony fever with the release of the much-anticipated feature film, which sent a whole stable of new toy lines galloping into stores. Finally Big Potato sealed a lucrative new deal with YouTubers Dan and Phil for their all new game Truth Bombs. As debate rages over YouTube’s suitability for youngsters, one thing is certain: there is plenty of profit to be made in the licensing of its emerging stars.

November With the Christmas season rearing its head, so too did a rumour begin to resurface on the lips of industry insiders the industries biggest giants may be finally considering a merger. A report from the Wall Street Journal cited weak sales for Barbie and with Hasbro’s growing strength showing no signs of slowing down, it’s easy to see a future where these two juggernauts are one and the same. As Hasbro continues to bolster its entertainment offering, setting up new movie studio Allspark, perhaps the firm has seen the potential to exploit Mattel’s top names with lucrative movie franchises? Closer to home, the industry’s major players were up bright and early for the annual DreamToys show that saw Enchantimals, Fingerlings and the FurReal Tiger steal the spotlight, topping the DreamToys committee’s ‘Dream Dozen’ list.

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Featuring: Epoch Making Toys, Hornby Hobbies, Papo, Clementoni, Jazwares, Marbel, Gibsons, Kooshi & many more ...

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Magic toys

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Magic toys

JUST LIKE

MAGIC As technology meets the mystical with the new slate of magic sets, Jack Ridsdale explores some of the products casting a spell over the magic space.

ince time immemorial, children have obsessed over the unexplainable, seemingly impossible and ever impressive acts of magicians. With magic still very much in the public consciousness thanks to Harry Potter and Fantastic Beasts, and new technology introducing fresh ways for youngsters to interact with and learn magic, there has never been a more exciting time to explore this enchanting world. One of the top firms producing innovative and enchanting products is Marvin’s Magic. With a history that dates back 30 years, Marvin’s magic sets have led the pack in providing fun ways for youngsters to learn the craft. “We come from a specialist magic background so we know all about this space and we are a forerunner in developing lots of different innovative products,” explains Marvin Berglas, founder and CEO of Marvin’s Magic. “We’ve got products aimed at all ages and skill levels, from those who wish to get their start to more experienced magicians. Then we’ve got new innovations that use technology like Marvin’s iMagic, which is aimed at eight year olds through to adults.” The continued popularity of magic is owed not only to Hollywood but also to new entertainment platforms that have emerged through technology, namely video

sharing sites like YouTube and social media platforms that have allowed youngsters and adults alike to be exposed to the latest magic acts from around the world. “Technology created awareness, when kids can use their phone to see amazing tricks that people do on YouTube and the talent shows, where you get access to it straight away. So it's raised the bar in that regard,” enthused Berglas.

"We combine the methodology of magic with tech to make something that works on many layers." Marvin Berglas, Marvin's Magic “Whereas before you would have one set of instructions, now we’ve got the app which has got fantastic supportive instructional videos. Every kid's got a tablet or phone and the ability to interact with these products.” Marvin’s iMagic includes sets of magical props which interact with the exclusive iMagic app, allowing youngsters to learn tricks in news ways, as well as taking their magic on the go to impress audiences wherever they encounter them.

“We’ve now got the next generation of Marvin’s iMagic which includes not just new updates for this app but combines traditional magic with new types of technology,” said Berglas. “It’s not just the tech that is impressive, it’s the execution. Augmented reality was a great concept but there weren’t a lot of practical applications for it and here we’ve found interesting ways to bring this into the tricks. We’ve tried to combine the impressive methodology of the magic with technology to make something that works on multiple layers.” With so many different products and activities vying for the time and attention of our children, magic remains an enduring pastime, especially around holidays like Christmas. The willingness to adapt to new technology is certainly a factor in that staying power, as is the appeal of learning a skill that can be demonstrated for friends and family. “With magic, you’re interacting with people, its impressive and it gives you a skill. A ‘playground power’ if you like.” concludes Berglas. “Kids can be the life and soul of the party, they can impress their friends and family and this can give you a certain confidence. Because of some of the ingenius methods we put into our sets, people will be able to do professional magic made easy. It may look easy but you’re absorbing all these skills.” December 2017 | toy news | 41

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Magic toys

Marvin’s Magic trade@marvinsmagic.co.uk As the industry leader in magic sets, Marvin’s Magic range is more diverse and comprehensive than any other on the market, with products targeting beginners at a young age to teens and beyond. For the entry-level stocking filler, look no further than Marvin’s Amazing Magic Tricks sets, providing the tools and tricks to get any budding magician started with 25 magic tricks from the Magic Made Easy series. Elsewhere, Marvin’s iMagic adds a new dimension to the traditional magic experience, with the deluxe collection tin including Cascading Lights, X-Ray Vision, Miracle Card Case, Fly Illusions, Morph Magic Cards plus the unique Marvin’s Magic App to perform the ultimate in augmented reality and interactive magic. This innovative new paradigm is compatible with the vast majority of smart devices, attracting a new tech-savvy audience to the world of magic. Finally, for the ultimate magician, Marvin’s Magic Interactive Deluxe 365 Set offers the biggest variety of tricks, with props galore, incorporating both hi-tech and traditional tricks for the complete magicial experience. Featured product

Marvin’s Magic Interactive Deluxe 365 Set Manufacturer: Marvin’s Magic Cost: £39.99

Paul Lamond 0207 254 0100 Paul Lamond’s show-stopper brand is its Jamie Raven’s range of creative magic sets that first hit store shelves last year. Devised in collaboration with the Britain’s Got Talent star, the sets range from a classic Card Magic set to Sleight of Hand and Street Magic sets, with some Derren Brown-style psychological trickery thrown in for good measure with the Magic of the Mind set. Raven has lent some of his trademark personality to the sets with hints and tips woven throughout the sets, making sure you deliver a spell-binding performance every time. Not only do the sets include all the components required to perform a mind-bending trick but each set also comes complete with a secret link to a bonus trick or tip. With its range of easy to learn yet intricate tricks, the Jamie Raven range makes an ideal Christmas gift for any inquisitive youngster. Featured product

Jamie Raven Magic Sets Manufacturer: Paul Lamond Cost: £13.95 42 | toy news | December 2017

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Toy News Full Page template.indd 1 Advert Placement.indd 1

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ISSUE 190

www.toynews-online.biz

December 2017

TOY NEWS

The brand new range of puzzles and games

8 magical new puzzles and games

20 puzzles 7 games For more information, and to order your new ranges, contact:

sales@ravensburger.com Sales Hotline 01869 363800

DECEMBER 2017

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And a new chance to get involved in

2018

Our 2018 features list is now available and with it a new chance for you to sign up and get involved in the industry’s leading and most read publication.

Get in touch with anything you’d like to see us cover in ToyNews Contact Rob on rhutchins@nbmedia.com and for advertising opportunities get in touch with Jodie Holdway on jholdway@nbmedia.com www.toynews-online.biz ToyNewsHouseAd Dec2017_v1.indd 1

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12/10/2017 11/14/17 14:49 09:26

Generation Media

HALF TERM HEROES Lauren Coombs School breaks are a crucial time for toy brands, giving advertisers a chance to reach an increased audience. Generation Media’s Lauren Coombs investigates which toy brand stole the half-term crown this year. Source: KMR Software Xpert BARB November 2017

nyone who works in the toy industry knows that one of the key weeks of the year is October half term. Advertisers flock to the TV market to air campaigns that signal the start of parent/child negotiations for the most coveted toys on this years’ Christmas wish list. It is therefore no surprise that when reviewing consolidated TV data that some of the highest weekly TVRs weights are present across the half term period where campaigns are fighting for share of voice during an extremely competitive period. Last year, across October 24th – 30th EPOCH’s Sylvanian Families stole the top spot delivering 128 children four to 15 actual TVRs providing them with 1.4 per cent share of voice across the week. One may think that with that level of weekly TVRs their share would be higher but this just shows the demand for airtime, with a recorded 350 toys & games campaigns on air. If we fast forward a year, it was actually another campaign who held the top position with Spin Master’s Hatchimals Surprise delivering 75 children four to 15 actual TVRs across October 23rd – 29th. This delivery provided them with 1 per cent share of voice vs the 319 other campaigns on air. As you will have noticed, the top advertiser of half term 2017 delivered 41 per cent fewer TVRs compared to the previous year’s winner. There were also 30 less

toys & games campaigns running which resulted in a 15 per cent decline in actual TVRs across the duration of the half term week. One of the key reasons for this potential drop off would be the decline in viewing to kids commercial TV channels following an 18 per cent decline in children four to 15 Eq impacts across January-October. Despite this, TV airtime is still one of the most cost effective routes to gain coverage across a short period of time. It is also important to note that the top list will vary considerably by target audience, for example if we hone down to the top housewives with children aged zero to three campaigns then EPOCH Sylvanian Families steals the top spot with 88 actual TVRs. However when reviewing top girls four to nine campaigns, Spin Master Hatchimals Surprise reclaims the throne with 123 girls four to nine actual TVRs across the week. As Ireland’s half term week followed the week after UK schools it will be interesting to see if EPOCH’s Sylvanian Family campaign kept its number one position in this territory or if Spin Master’s Hatchimals also took the top spot for ROI too. With Winter nights drawing in and Christmas holidays fast approaching it will be interesting to see if demand continues later into the December month capturing those consumers purchasing later to benefit from the many discounts retailers will be promoting.

ToyNews PlayTime is provided by Generation Media 0207 307 7900 | www.generationmedia.co.uk

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Campaign of the month RAVENSBURGER DETAILS PEPPA PIG PUZZLE PORTFOLIO A-PLENTY Ravensburger is kicking off 2018 with a refreshed range for the evergreen preschool brands, including Peppa Pig and Ben & Holly, developed to appeal to the young fans of today

avensburger has been revealed as the new home for puzzles and games based on hit children’s properties Peppa Pig and Ben & Holly’s Little Kingdom. The award winning preschool licenses from Entertainment One have reached evergreen status, securing their position as must-haves for children everywhere. Ravensburger is rising to this demand by introducing ten colourful Peppa Pig jigsaw puzzles at London Toy Fair in January, supported by five new games. The range also boasts an impressive shaped giant floor puzzle, four shaped puzzles and two My First Puzzles for the little ones, as well as classic favourite formats. A second round of innovative jigsaw

puzzles and games will join the range in Autumn Winter 2018, including the Peppa Twist game, which will be promoted with TV advertising at the end of the year.

"We are thrilled to work with eOne on these much-loved properties." Benn Bramwell, Ravensburger

In January 2018, the range will be completed with the launch of a slew of Ben & Holly’s Little Kingdom puzzles and games. Three jigsaw puzzles are set to hit the market along with two family games that are sure to delight. Look out for four

shaped puzzles, a four in box and the family favourite Mini Memory game. A further round of magical puzzles and games will join the range in July 2018. “We are thrilled to work with eOne on these much-loved and established properties,” commented Benn Bramwell, marketing manager at Ravensburger. “We have developed an exciting range of products and look forward to launching these at Toy Fair in January.” Katie Rollings, head of UK licensing at eOne Family added: “We've been hugely impressed by the enthusiasm and creativity that Ravensburger have brought to the product lines and we're confident they will be an asset to the toy category for both of these beloved brands." December 2017 | toy news | 47

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Euromonitor Research

THE REEL DEAL With the rise of video streaming and children’s access to entertainment content 24/7, it is film franchises that are shaping the character licensing world of Western Europe. Euromonitor’s Matt Hudak explains

ranchises are shaping character licensing in Western Europe. In fact, the territory, excluding Turkey, is the third-largest per capita for licensed toy sales and is expected to be the fourth-fastest growing market for product over 2016–2021. The reasons for this are varied, yet boil down to one common point and that’s the shift in children’s access to entertainment content. With growing use of online streaming platforms such as Netflix and YouTube, children across Western Europe are more easily able to access entertainment content than ever before. In addition, smartphone proliferation is rapid in the region, with nearly 80 per cent of households expected to possess one by 2021. As such, children in the region will be able to constantly access entertainment content, driving a deeper connection with licenses.

Products most prone to offering licensed toys within the region are dolls and accessories, plush toys, games and puzzles and model vehicles. Licensed dolls and accessories as well as plush toys had a larger presence

"Western Europe is the thirdlargest region for licensed toy sales and is expected to continue growing." Matt Hudak, Euromonitor

in Western Europe in 2016 compared to the rest of the world, due to the continued popularity of Frozen, although the brand’s sales growth began to slow significantly during the year. Meanwhile, the model vehicle sector’s higher-thanaverage share of licensed products came in large part

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Euromonitor Research

due to the continued popularity of Cars, as well as licensed Hot Wheels products. Games and Puzzles’ licensed share was largely driven by licensed versions of classic games such as Star Wars Monopoly. As such, it would be prudent to understand the leading licenses for the year ahead. Galaxy quest Star Wars will continue to be a prominent force within the region as every year through to 2020 will see some sort of major motion picture release for the franchise. In addition, there will be a variety of associated television shows, video games and other media content to further drive licensed traditional toy demand. Meanwhile, Transformers remains one of the larger brands in the region, despite the lack of major motion film releases since 2014 to drive toy sales, and will likely see a significant uptick in toy sales with the release of Transformers: The Last Knight in 2017. However, despite the release of a new film to drive sales, the brand will face major competition for attention, especially with Marvel-branded action figures, which have been gaining ground. Flights of fantasy The likes of Disney Princess and Frozen products will most likely see steady sales, with large spikes during the release of major films, in particular Frozen 2. Frozen also saw less severe sales declines in Western Europe than most markets in 2016, indicating that the brand may have more staying power and a deeper connection with children in the region. Hasbro’s My Little Pony, we has seen sale begin to wane as interest in the revived television series starts to fade. This could all be reversed in 2017 if the release of the My Little Pony major motion picture is successful (which by all accounts is a sure thing), but this will need to be followed by renewed interest in the show, or interest in the licensed and associated toy products will once again fall. Motor-heads Cars, despite a long period without a movie release remained popular in the region as the brand is one of the few character licensed model vehicle or remote control toys. Even with only one major film release scheduled with Cars 3 in 2017, the brand may still be able to retain its relevance due to limited competition. One of the fastest growing areas for licensed products in Western Europe will be construction.

The category can appeal to numerous age ranges and licensed items can do particularly well with adult consumers who are willing to buy expensive large play-sets, such as LEGO Millennium Falcon, to serve as decoration for their homes, appealing to nostalgia for the original Star Wars films. In addition, parents increasingly appreciate construction toys because they challenge and stimulate their children’s creative instincts, encouraging them to nurture their own ideas. It is also a significant driver of demand in action figures and accessories, which will be one of the fastest-growing areas of licensing through to 2021. As the brand is one of the major producers of nonlicensed sales within the region, this could have a dramatic impact on the overall share of licensing in action figures.

"Parents increasingly appreciate construction toys because they challenge and stimulate their children’s creativitive instincts."

Matt Hudak, Euromonitor

Counter-attack Spain and Germany are expected to see some of the highest growth in licensed toys. In the case of Germany, growth will be due to the low percentage of licensed toys in the market, meaning these products have a large amount of room to expand their presence, while Spain’s share of licensed toys is among the highest for all of Western Europe and its predicted growth is more due to the pace of the country’s economic recovery. Counterfeit toys will likely pose a limited threat in most of Western Europe. Parents are increasingly concerned with the safety of the toys their children play with and it also causes authorities in countries such as Italy to regularly impose controls and make requisitions to limit the impact of counterfeits. Still, in places that face harsher economic conditions, there will likely be a larger counterfeit toy market.

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/

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Toy Shop UK

THE BIG DEBATE

THE SHOW MUST GO ON

As online becomes the go-to destination for shoppers, physical retailers are turning to the things that only they can do: namely a little retail theatre. With chains introducing tech-led in-store events, can indie retailers compete with their own events and activities?

ccording to the latest NPD figures 40 per cent of shoppers plan to take their Christmas shopping entirely online this year, looking to avoid the stress of holiday crowds, while physical retailers are left out in the cold.

As our savvy readers will no doubt realise there are plenty of ways that physical shops can outdo online retailers especially when it comes to interacting with their consumer base, namely in the form of in-store events and promotions that can add a new dimension to the shopping experience.

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Toy Shop UK

When it comes to international chains, Toys R Us is leading the pack with an ambitious augmented reality scheme, revamping stores with interactive areas that can interact with apps on youngster’s devices, creating a truly unique shopping experience. In the app, the retailer’s mascot Geoffrey the Giraffe comes to life and takes youngsters on a tour of games and activities throughout Toys R Us stores, with goals set to unlock further content. This gamification of the shopping experience is a clever hook, one that is echoed in Disney’s ‘Find the Force’ augmented reality game, which rolled out with the launch of the latest slate of Star Wars toys on Force Friday.

We run events seven days a week and without them, we wouldn't be here. Duncan Connor, Bus Stop Toys With chains firmly focussed on tech-driven experiences, how are humble independents to compete? ToyNews reached out to the countries’ top indies to find out their take on retail theatre. Duncan Connor of Bus Stop Toys was one such retailer that placed the value of in-store events high on the shop’s list of strengths. “In store events drive the vast majority of our business,” explained Connor. “We run events seven days a week and without them, we wouldn't be here." Bus Stop Toys offers frequent gaming days where customers are encouraged to come into the shop and play the latest card games with their friends and staff. Demo days and opportunities for customers to try out the latest products – especially if those products are unique to the store – are great ways of building a community and highlighting your shop as the go-to location.

Another area independents have a natural advantage is expertise in their products. With a more manageable and often more focussed line-up of products on offer, independent retailers have the chance to be seen as helpers in the gift-buying process, rather than a faceless cashier. Nicole Demiray of Dodo & Bilby Toys emphasised the importance of knowledge when it comes to your product range, saying: “If you differentiate your product offerings from the chains, become an expert in what you do and provide excellent customer service you are able to compete.” “Independents have a loyal customer base,” explained Armadillo Toys owner Lisa Clay. “Our customers trust our judgement to select toys based on quality and are not usually swayed by gimmicks.” However, some retailers have been burnt by the high-tech offerings of chains as well as sweeping discount events. Understandably, when asked if indies were able to compete, not all were so optimistic. “No is the simple answer,” commented Mitch Brown of geek-culture store Darth’s Hutt. “Budgets and what external promotion companies charge put large in store promotions out of reach. I tried a flash sale on a Tuesday only to be moaned at that it wasn't a weekend promotion. I did remind people that if my business name was Next, I would have people queuing outside my door.” The survey seems to reflect the general feeling that local shops can compete on in-store events but many lack the drive to do so. Armed with an extensive knowledge of unique product and friendly staff that can have fun with customers, there is no hightech promotion that can compete with what independents are capable of offering. “If kids enjoy the event and if events are well planned out, with children getting something out of the event then it does not matter if it tech-led or not,” concludes Vicky Brown of Just Williams Toys.

MITCH BROWN Darth's Hutt

"Our customers trust our judgement to select toys based on quality and are not usually swayed by gimmicks."

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

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MAGIC TOYS | PUPPETS

PUPPET MASTERS A staple of the toy box, the traditional art of puppetry has kept kids enthralled throughout the centuries. Even among today’s world of hi-tech entertainment, the sector still stands strong. Robert Hutchins takes a look at the latest lines to bring the toy shelves to life

Fiesta Crafts 0208 804 0563

Rob Trup Marketing manager

Fiesta Crafts is well known for producing engaging hand and finger puppets, as well as a variety of puppet sets. Ranging from animals to historical figures and popular fairy tales, Fiesta’s puppet ranges are incredibly popular with customers and consumers. Earlier this year, Fiesta released four big versions of their more popular hand puppets – Crocodile, Monkey, Triceratops and Pterodactyl. When reviewed by the Good Toy Guide, the big puppets were rated top marks for levels of fun. Fiesta Crafts also have some of their hand and finger puppet sets reviewed by the Good Toy Guide, and were pleased to receive 100 per cent for fun and ease of use. The experts liked that the hand and finger puppets are good for building a narrative, developing imaginative

play and role play, and improving hand-eye and fine motor control. Puppets are family friendly. Children will love performing – either their own stories or a replication of well-known fairy tales. Luckily, Fiesta Crafts has a range of puppet theatres perfect for children who want to put on a show and provide entertainment for the whole family. Give a child a puppet and they will start interacting instantly, whether it’s creating an adventure, engaging in a conversation, or just responding with a smile, puppets can garner an immediate reaction. Well known for being beneficial in a child’s development, once put on a hand or finger, the child will naturally want to make the puppet do something. Puppets encourage children to be creative, imaginative and communicative in a way that isn’t easily achieved with other toys.

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Product Guide

The Puppet Company 01462 446 040

Peter Lockey Director

The Puppet Company designs and manufactures hundreds of different puppets, including finger puppets, hand puppets and large body puppets all geared towards igniting imagination among kids and families. The firm’s extensive collections incorporate domestic and wild animals, fairy-tale creatures and many people characters of different sizes and ethnic mixes. Each of them shares the same high quality of design, attention to detail, high quality fabrics and value for money. It’s what makes The Puppet Company a leader in what it does, after all. The Puppet Company is also the UK distributor for the popular Living Puppets collection. You may ask, why stock puppets? The answer is really very simple. Puppets are now highly regarded as a beneficial aid to support learning and language development of children of all ages and are used extensively in schools and early years settings as a valuable teaching aid. The Puppet Company’s puppets retail very successfully in a variety of outlets including toy shops, gift shops, zoos, theme parks and garden centres and the firm’s various price points enable good POS. More importantly, these are puppets that simply ask to be played with, encouraging creativity, performance, learning and most of all, fun. They offer as much pleasure to young and old alike. Make sure to visit the Puppet Company website to view the entire collection or contact the team for a catalogue and price list. Featured product

Chameleon Puppet Manufacturer: The Puppet Company

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Product Guide

Paul Lamond 0207 254 0100

RICHARD WELLS Managing director

The successful ‘make and play’ Crafty Kids Puppets Sets are part of Paul Lamond Games’ extensive children’s craft range. The Crafty Kids Puppet range features six fantastic 35cm puppets, including a Ballerina, Fairy Princess, Horse, Knight, Dinosaur and the popular Pirate. Each set contains everything required, including paints, brushes and glue, for youngsters to create their very own colourful puppet and play companion. The ‘make and play’ Puppet sets, designed for children aged six years and over, provide a fun activity for creative minds. The craft element encourages imagination and helps to hone practical skills. Once created, the puppets make the perfect companion, providing hours of fun and entertainment. There are six in the series to collect, allowing kids to create their very own puppet show with these fun characters.

Jura Toys 0208 878 2133