ToyNews Issue 87, November 2008

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Issue 87

The toy industry’s highest circulation trade title Exclusive media partner

INSIDE…

PLENTY OF OPTIONS Character reveals its new product line-up for next year

DREAM TOYS 2008 Full run-down of this year’s list of hot product tips

WATCHING BRIEF What’s on offer from the leading kids’ TV channels

NEWS . . . . . . . . . . . . . . . . . .4 EXCLUSIVE NPD DATA . . .14 EDITORIAL PLANNER . . . .18 LICENSING . . . . . . . . . . . . .37 RETAIL . . . . . . . . . . . . . . . . .73 HIGH STREET . . . . . . . . . . .76 NEW PRODUCTS . . . . . . . .78 TOYTALK . . . . . . . . . . . . . .90

www.toynewsmag.com

November 2008

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32 new live action episodes on satellite and terrestrial TV

Huge new toy range available in January

16th CONSECUTIVE YEAR OF THIS EVERGREEN BOYS BRAND!

12 month promotional calendar including TV advertising and PR

Bandai UK Limited Tel: 01489-790944 TM & Š BVS Entertainment Inc. and BVS International N.V.

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Contents Ronnie Dungan Editor

REGULARS

Ronnie.Dungan@intentmedia.co.uk

4

News

6

Online

8

Campaign of the month

10

Appointments

12

Exclusive NPD analysis

14

TV ad spend data

18

Samantha Loveday Licensing Editor Samantha.loveday@intentmedia.co.uk

Katie Roberts Staff Writer katie.roberts@intentmedia.co.uk

LISTLESSNESS ABOUNDS

Adrian Miles Advertising Manager

Editorial planner

Adrian.Miles@intentmedia.co.uk

19

Events Dan Bennett Design

LICENSING

Dan.Bennett@intentmedia.co.uk

38

News

40

Brand Licensing Review

43

Children’s TV focus

Jon Salisbury Editorial Consultant jon@wotkidzwant.com

Lisa Foster Managing Editor

FEATURES

Lisa.Foster@intentmedia.co.uk

23

Match magazine

25

From the Greenhouse

26

Character’s new range

28

Danbar

30

Interplay

33

Tomy takes on K’Nex

47

Pre-School products

61

Spring/Summer lines

RETAIL

COMMENT

Stuart Dinsey Publisher Stuart.Dinsey@intentmedia.co.uk

Editorial: 01992 535646 Advertising: 01992 535647

Intent Media is a member of the Periodical Publishers Associations

AUDITED CIRCULATION: Average Net Circulation: 6,069 July 1st 2007 to June 30th 2008. www.toynewsmag.com

73

Retail News

74

Lutz Muller

76

High Street

77

Retail charts

78

New products

â– ToyNews requested or paid for circulation is 52.3% higher than its closest competitor.

98

Toy Talk

â– ToyNews has 100% named circulation and 0% duplication.

â– ToyNews circulation is 25.5% higher than its closest competitor.

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THERE WAS something missing this year at the Dream Toys event.

It certainly wasn’t heat, there was no shortage of bulb-generated warmth wilting even the hardiest of toy traders. The more cold-blooded ones seemed to even like it.

And it wasn’t the coverage, which the event once again delivered, with mentions on GMTV, Sky News, Newsround and plenty of online and print coverage in The Sun, Mirror, Guardian, Independent and Telegraph, plus plenty of syndicated regional column inches.

No, what was missing this year, was the moaning. As traditional a part of Dream Toys as the toy lists themselves, is the jaw-tightening vexation that afflicts those omitted from the lists.

As traditional a part of Dream Toys is the jawtightening vexation that afflicts those omitted from the lists.

This year it was replaced by the resigned shrug.

Maybe the expectations of those who don’t normally figure much on the lists have been managed. Perhaps they’ve realised that it does very little good to complain and that it is often dismissed as mere sour grapes.

Or maybe the TRA’s reduction of the stand price for those not making the cut, was something of a master stroke.

Who knows? If you can gain the coverage without being on the list anyway, next year’s event might see more frugal attendees praying they’re not on it. You just can’t win can you?

Ronnie Dungan ronnie.dungan@intentmedia.co.uk

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NEWS

Entertainer hails Nintendo success Wii and DS console trial yields “unbelievable” results ● Nintendo backs roll-out to remaining stores

by Ronnie Dungan HAVING COMPLETED a successful trial in six stores, The Entertainer has decided to roll-out the Nintendo range across the whole chain of 47 outlets.

The company dipped into the console market in August, trialling both DS and Wii hardware plus Nintendo and third-party software titles in its Birmingham, Basingstoke, Kingston, Amersham, Wimbledon and Cardiff stores.

Such has been the success of the trial, that Nintendo is investing a sixfigure sum in refitting all the stores with in-store displays including plasma screens. Smaller stores will have one single wall bays, while the bigger stores will have double wall bays with two screens.

The Entertainer’s buying director Stuart Grant told ToyNews: “It has

just been unbelievable. Every single piece that ships, sells. It’s like popping peas, it really is. It has definitely been worth our while.”

Every single piece that ships, sells. It has definitely been worth our while.

Grant says the firm is already looking to extend its offering to include accessories, but is taking a measured approach and wants to maintain it as incremental rather than core business.

Asked whether the firm is looking at other consoles, Grant believes that the older appeal of Xbox and PS may

not fit with the store’s familyoriented target market.

“The appeal of those consoles is a lot more hardcore gamer. It’s just not our market and it’s probably just a step too far for the time being.”

Entertainer: 01494 737000

New boss for Leapfrog

Toy Trust opens Christmas card scheme THE TOY TRUST is again inviting companies to donate to its Christmas card initiative.

The Toy Trust set up the Christmas card ‘Thank You’ a few years ago to give members of the BTHA the opportunity to publicly thank their customers for the

support they had received over the year. If you would like to participate, please send your company logo to tracey@btha.co.uk and payment to the BTHA (minimum of £300 payable to The Toy Trust).

Instead of sending separate cards to all your customers you can send a

logo to the Toy Trust and be included on the double page spread featured in ToyNews’ December issue. This supports the industry charity and helps the environment at the same time. All monies raised goes to the Toy Trust. Deadline for logos is Friday November 14th.

NPD EXPANDS PANEL, RENEWS TOYNEWS DEAL NPD HAS expanded its EPOS toy retail panel to include eight new retailers, including Amazon.co.uk, Modelzone, Marks and Spencer, Firebox, HMV, Halfords, Tesco.com and Boots.com. The retailers, including sales from January 2007, will be included in the September 2008 data and boost the coverage of the already successful panel.

In addition, there has been a change in its UK organisation.

Frederique Tutt has stepped down as director of UK Toys to focus upon Nursery UK and License POS development in the UK and Europe.

Jez Fraser-Hook assumes the role of director of toys UK bringing with him experience from within the NPD Group having run its sports business.

NOVEMBER 2008

Meanwhile, ToyNews has renewed its exclusive trade media deal with the research giant.

NPD’s European toy division will provide essential tracking of High Street volume and value, plus property progression and market analysis for all 6,000 ToyNews print readers and 28,000 online readers.

“ToyNews is committed to providing valuable information. We are essential reading at all levels of the business – from store manager to exec. Thanks to our immense

strength online, we are also becoming the number one international business resource for the toy industry,” said ToyNews publisher Stuart Dinsey.

“No other trade publication invests in quality information like NPD. That’s why ToyNews is considered the most influential and useful trade title. You can even get daily updates on the business via your mobile phone. We consistently invest in the business.”

“NPD are delighted to have signed another two year deal with ToyNews and we hope its readers continue to enjoy our objective reports and insights into the toy market,” added NPD’s Tutt.

NPD: 01932 355580

LEAPFROG TOYS has appointed Chris Spalding as its new managing director, LeapFrog EMEA. Spalding will be responsible for all functions including sales, marketing, finance and logistics. He will also be looking at new market development and product introductions within LeapFrog’s EMEA region.

He was previously at global newspaper group Metro International where he was chief operating officer and interim chief executive officer.

He has gained extensive experience within a wide range of retail, media, leisure and FMCG companies including: Associated Newspapers, Virgin, Coca-cola, Pepsi-Cola International and Forte.

Commenting on his appointment Spalding said: “I am delighted to join LeapFrog, which is one of the leading global educational toy brands.

“Leapfrog is in a growth phase and I look forward to helping further drive our market share in the region.”

Leapfrog: 01895 202840

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NEWS

www.toynewsmag.com

Character Options takes military action Biggest ever launch aims to bring back military heritage products to boys market

by Ronnie Dungan CHARACTER OPTIONS has announced a major new range for next year, which aims to resurrect the boys military action figure market with a new MOD-backed line of figures and accessories.

HM Armed Forces will launch on May 8th next year – VE Day – with a range that will feature 10-inch figures, vehicles, accessories, plus novelty and role play items. The firm has a triservice agreement with the Ministry of Defence which will see the range feature Royal Navy, Army and Air Force, and says it will be its biggest and most ambitious launch ever.

It is hoping to fill the void left by Action Man, which moved away from its military background towards more adventure-oriented themes, exchanging DPM camouflage for lycra and cycling shorts before

eventually disappearing. In 1998, the Action Man line commanded 46 per cent of the action figure market.

“This is without doubt the most ambitious category launch the company has ever undertaken, both in terms of product development investment and marketing support,” said Character MD Jon Diver.

Launch day will see the firm instigate an integrated advertising plan in conjunction with the three branches of the armed services with stunts happening across the country at 12pm involving troops, tanks, planes etc. Advertising activity will include TV, online and print.

The TV campaign will see 500 TVRs at launch with three adverts (Army, Navy, Air Force) and a total of 2,000 TVRs in all.

The range will include more than 30 different items, including action figures, vehicles, adventure play sets, role play and dress ups.

“Armed Forces,” added Diver, “represents a golden opportunity for Character to launch a major brand into the volatile boys action market, that will provide stability in the category for years to come.”

Character Options: 0161 633 9800

Flair signs Dino line FLAIR IS PUTTING its weight behind a new boys collectables line called Dinofroz.

Dinofroz features 24 miniature dinosaurs in two different colourways all concealed within their own ‘frozen’ egg. The inclusion of a collector’s leaflet will encourage collectability, while a printed spinning top gives scientific details, characteristics and trading value of the creature. The spinning top can be used in gameplay – pitching one dinosaur against another with friends in a trading game from the ice age.

The eggs of Dinofroz hide a unique extra element – the addition of magic

snow dust – from which the dinosaur has to be retrieved.

The launch will be backed by a huge marketing and advertising campaign ensuring massive consumer awareness with the target audience of boys aged five to nine years.

The Dinofroz figures will be the driving force behind a much larger range of toys and play sets, all of which will soon be available.

Product manager, Anne-Marie Noon, commented: “Our experience with Gormiti has opened up great marketing channels for this new property which has already been hugely successful in Europe. The collectable figures will be available at many different types of outlet including toyshops, supermarkets and newsagents and will drive the sales of the larger play sets designed specifically for toy retailers.”

Flair: 020 8643 0320

5

Women add WIT WOMEN IN Toys signalled its arrival in the UK with a launch event in London.

WIT is a networking base for women in the toy, entertainment and licensing industries and has been established in the US since 1991. Membership offers a number of benefits including access to the password-protected members area of www.womenintoys.com; a listing in the online directory; WIT Work – confidential employment services for employment opportunities; WIT Legal – no charge, first time consultation on US toy legal and safety matters.

In addition, UK members will receive a complimentary subscription to ToyNews, while European members will be able to access the downloadable version of the magazine via www.toynewsmag.com.

The organisation already has a number of events lined up to mark its arrival including a networking event at Toy Fair in January; a European event at the Nuremberg Toy Fair and later in the year at Brand Licensing Europe.

Membership costs £70 per year or £120 for two years. Group discounts for corporations are also available. A ten per cent discount is applied to groups of five to ten members, 11-20 members get 20 per cent off and 21 or more members can receive 25 per cent off the total cost of membership. www.womenintoys.com

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BOOKMARK US TODAY NOVEMBER 2008

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MAPS Toys E-mail: info@mapsww.com

Tel: 01483 776006

Unit 11 Manor Way, Old Woking, Surrey, GU22 9JX, UK.

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NEWS ANALYSIS

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Dream Toys 2008 Usually a day that divides opinion across the industry, this year’s Dream Toys event seemed to provoke a more united, upbeat feeling among manufacturers…

by Katie Roberts AMID SANTA’S little helpers and a life size Peppa Pig, manufacturers at this year’s event seemed to voice less of their traditional gripes about the eagerly awaited lists.

The toy trade’s unofficial Christmas shopping kick-off seemed to be a more friendly, contented affair than in previous years.

Perhaps this was due to the TRA and BTHA’s decision to drop the price of stands for those companies who had not made it onto the Dream Dozen list, taking the price from £3,600 to £1,250.

Gary Grant, chairman of the TRA, said: “The exhibitors here today seem to be happy on the whole and the costs have been very well received, although we won’t be able to canvass opinion completely until the companies have seen the coverage achieved from today.

“The lower costs have allowed us to get smaller manufacturers involved whose attendance would previously have been impossible due to the costs. We’re very grateful to the BTHA for allowing us to do that.”

This contented feeling was, on the whole, reflected by those exhibitors ToyNews spoke to. Mega Brands’ marketing director, Grant Timms enthused: “We are having a splendid day with lots of interest from the media and hopefully lots more to come. It’s definitely better value for money for us and we are lucky to have a great product to draw journalists in.”

David Lubliner at Leapfrog was disappointed to miss the main list,

Photo courtesy of the Press Association ©2008

Lower costs have allowed us to get smaller manufacturers involved whose attendance would previously have been impossible. We’re very grateful to the BTHA for allowing us to do that.

Gary Grant, Chairman, TRA but remained upbeat about the event. “We were hoping to get Tag into the Dream Dozen, we have been picking up top ten nominations from many of the big retailers, so it seems there has been a little disconnection.

“Having said that, we have had a fantastic day.

“GMTV loved Tag and are going to feature it, so that proves you can get great coverage even if you’re not on the list.”

Grant agreed: “There has been a good number of cameras here today and manufacturers need to find their unique angle to ensure coverage.”

Those who made it to the list were enthusiastic and their ‘premium’ costs didn’t seem to dampen spirits.

Stephanie Gonzales, brand manager at Hasbro, said: “We have three products in the top 12, which is really good news for us. We’ve had lots of press attention and great coverage. There’s a really good buzz here and everyone seems very positive this year.”

Bandai’s Rosie Bayles, director of media and licensing, agreed: “Having two of the Dream Dozen is fabulous.

It’s definitely been well worth coming for us. Having something in the top 12 means you have something to draw journalists to you.”

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DREAM TOYS: THE RUN DOWN The Dream Dozen

Boys

Games

Creative

■ Baby Born with Magic Potty (Zapf Creation)

■ Air Hogs Zero Gravity (Spinmaster)

■ 20Q Hand Held (Mattel) ■ Bop It Extreme 2 (Hasbro)

■ Bindeez 3D Super Studio (Character Options)

■ Bakugan Starter Pack (Spin Master)

■ Bakugan Starter Pack (Spinmaster) ■ Ben 10 Deluxe Omnitrix (Bandai)

■ Cluedo (Hasbro)

■ Cars Walkin’ Talkin McQueen (Mattel)

■ Disney Princess Magic Mirror Game (Jumbo)

■ Cupcake Maker (Character Options)

■ Clone Wars AT-TE Vehicle (Hasbro)

■ High School Musical 2 DVD Board Game (Mattel)

■ Etch A Sketch (Flair) ■ Golden Coin Maker (John Adams)

■ In The Night Garden Play Path (Hasbro)

■ High School Musical puzzleball (Ravensburger)

■ Kids Are All Right Electronic Game (Vivid)

■ LEGO Star Wars V19 Torrent (Lego)

■ Ben 10 Deluxe Omnitrix (Bandai) ■ Catcha Beast (Bandai) ■ Cupcake Maker (Character Options) ■ Elmo Live (Mattel)

■ Gormiti Island of Gorm Playset (Flair)

■ FurReal Biscuit My Lovin’ Pup (Hasbro)

■ Indiana Jones Hat & Whip Set (Hasbro)

■ High School Musical 3 Musical Dance Mat (Vivid)

■ Power Rangers Overdrive Tracker (Bandai)

■ In The Night Garden Upsy Daisy and Her Chase and Play Bed (Hasbro)

■ Star Wars Clone Trooper Voice Changer (Hasbro)

■ My Life (Flair) ■ Rescue Pals Swim to Me Puppy (MGA Entertainment) ■ Star Wars Clone Trooper Voice Changer (Hasbro)

■ Monopoly Here & Now: World Edition (Hasbro) ■ Pictureka! (Hasbro)

■ Crayola Creations Illumination Station (Vivid)

■ Magnext 360 MagnaCase (Megabrands) ■ Martian Matter Alien Maker (Hasbro)

■ Transformers Animated Roll Out Command Optimus Prime (Hasbro)

■ Quack-Shot (Tomy)

■ Wall.E Transforming Robot (Vivid)

■ Rubik’s Cube (Drumond Park)

■ Moon Sand Adventure Island (Spinmaster)

■ Scrabble 60th Anniversary Edition (Mattel)

■ Rainbow AquaDraw (Tomy)

■ WWE RAW Arena Playset (Vivid)

■ Puzzle Extra Assorted (Jumbo)

Girls

Pre-School

TechZone

■ Baby Born with Magic Potty (Zapf Creation)

■ Bob The Builder Interactive Construction Site (Born To Play)

■ Bladestar (Character Options)

■ Barbie Princess Liana Singing Doll (Mattel)

■ Dance With Me Teletubby (Tomy)

■ Guitar RockStar (Tomy)

■ Bratz Girlz Really Rock Dolls (MGA Entertainment)

■ In The Night Garden Upsy Daisy and Her Chase & Play Bed (Hasbro)

■ Camp Rock Gift Pack (Mattel) ■ CHOU CHOU My First Tooth (Zapf Creation) ■ FurReal Biscuit My Lovin’ Pup (Hasbro) ■ High School Musical Sing Together Dolls (Mattel) ■ I Love Ponies Honey, My Baby Pony (Vivid) ■ Littlest Pet Shop Tail Waggin’ Fitness Club (Hasbro) ■ Littlest Pet Shop VIPs (Hasbro) ■ Rescue Pals Swim to Me Puppy (MGA Entertainment) ■ Sylvanian Families Old Hollow Oak Treehouse (Flair)

NOVEMBER 2008

■ Elmo Live! (Mattel)

■ KidiZoom Multimedia Digital Camera (VTech) ■ Mr Tickle Stretch & Giggle (Mattel) ■ Peppa Pig’s Spaceship (Character Options) ■ Playskool Kota the Triceratops (Hasbro)

■ Catcha Beast! (Bandai) ■ Hannah Montana My Secret Pillow (Character Options) ■ High School Musical 3 Musical Dance Mat (Vivid) ■ IM-ME (Mattel) ■ iTeddy (Vivid) ■ My Life (Flair) ■ My Meebas (Mattel) ■ Pleo (Vivid)

■ Recycling Truck (Playmobil)

■ Spykee The Spy Robot (Meccano)

■ Roary the Racing Car Silver Hatch Workshop Playset (Vivid)

■ Woogies (Mattel)

■ Tag Reading System (Leapfrog) ■ Take Along Thomas Morgan’s Mine Electronic Playset (RC2)

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ONLINE NEWS

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This month’s news from the wires…

Smyths takes to TV The Irish retailer Smyths Toys has hired Underdog Creative to produce a TV advertising campaign to help it to achieve its ambition of becoming the biggest toy retailer in the UK.

Smyths has 20 stores in Ireland and 15 across the UK and has set its sights on becoming the largest player in the national £2billion toy market.

Chester’s Underdog will mix live action with CGI POS work and a raft of other associated marketing materials to create the visuals.

The activity supports an investment by the firm that has seen nine new superstores opening in the last year alone.

Underdog’s creative head, Ken Davies, said: “We were incredibly impressed by Smyths plans for growth in the UK and the enthusiasm with which they were going about things.”

Pickle, Benny, Sophie, Stella and Todd himself, will hit retail shelves from spring 2009.

ToddWorld is an Emmy nominated animated series based on books from author Todd Parr. The show focuses on the adventures of a young boy named Todd and his friends.

In the UK, ToddWorld has enjoyed a successful run on CBeebies, where scheduling is now secured until 2012.

Lee Clowes, head of international sales at Trends, commented: “We are very excited to be teaming up with CCL to licence ToddWorld. We see significant potential in this fun, charming property; no wonder it is a favourite at Cbeebies.”

Schleich installs new in-store solutions

Mattel signs deal with Nick Jr

As part of the store-in-store programme, the retailers have each become specialist retailers and are supported with materials tailored to their specific needs.

The initiative is aimed at toy outlets which are committed to the Schleich brand and want to extend their range.

Those stores will receive support and advice from Schleich about how to make the best use of space.

The manager of Bentalls, Grahame Hook, commented: “Since making the decision to install Schleich’s new POS, sales have improved dramatically.

“Customers are drawn to the new eye catching displays and where we just stocked the Schleich animals previously we are now able to carry additional ranges which are also selling very well,” he continued.

Manufacturer has announced major new initiative for the My Baby doll brand. In the new marketing initiative for the brand, Mattel has developed a bespoke campaign with Viacom with a unique mircosite on www.nickjr.co.uk/mybaby.

Trends UK signs ToddWorld licence Trends UK has teamed with Corporate Creative Licensing to launch a toy range based on kids’ TV series, ToddWorld.

A range of puzzles and soft toys featuring the series’ main characters

The website contains activities, games and competitions for girls as well as production information for parents. The site will run until the end of October.

In addition, the site will be extensively promoted on AOL, iVillage, Kaboose, Virgin Media, AOL Kids and Go Girl driving awareness and traffic from mums and girls.

Mattel marketing director, Jackie Jordan, said: “Mattel is already the toy industry’s leading TV advertiser but we are constantly seeking new ways to make TV work harder for our products and customers.”

Schleich has unveiled new POS solutions in Bentalls, Daniels and a number of Entertainer stores.

The new off-shoot was unveiled at MIPCOM Junior. The initial focus of the new arm will be the development and production of entertainment properties based on original content, co-production and the development of its own proprietary brands.

“This is a new business channel for us and we’re looking to create fresh, original entertainment content, not toy commercials,” said the firm’s Max Wexler. “We are looking for projects with unique creative vision, global appeal, and as always, different is best.”

Wow Stuff shifts into Top Gear

Spin Master unveils new division Spin Master has finally unveiled its new entertainment development arm.

The firm announced its plans to create an entertainment division back in July, to create new IP and brands.

Wow Stuff has been appointed as the master toy licensee for the BBC’s Top Gear in a deal which will see it develop toys, gifts and gadgets.

Initial product line plans include remote control vehicles, novelty gifts, desk top toys and a doll of the Stig – all due to hit retailers in autumn 2009.

The deal is part of BBC Worldwide’s move towards licensing more of its adult properties.

Neil Ross Russell, managing director for Children’s and Licensing, said: “We’re excited about this new deal not least because of the fantastic job we know Wow Stuff is going to do but also because we know the interest from retailers and other licensees is already phenomenal.”

Richard North, managing director, Wow Stuff, added: “Without doubt we have high hopes for the Top Gear toy and gift range in 2009, and we have committed a significant amount to TV, FSDU and other promotional activity to ensure it delivers.”

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CAMPAIGN OF THE MONTH

Take Along Thomas RC2 Backed by a DVD release, RC2’s Take Along Thomas, Morgan’s Mine Play-set is one of the range’s flagship products and is being backed with an integrated campaign including TV, PR and retail promotions…

TO COINCIDE with the release of the Thomas the Tank Engine Great Discovery DVD movie in October, RC2 introduced the electronic Morgan’s Mine Electronic Play-set as an extension to its popular Take Along Thomas range of extendable play-sets and collectable characters. Built on three levels with lights and sounds, the Morgan’s Mine set features Thomas and the exclusive Stanley character embarking on a journey through the mine in the hunt for gold and other goodies.

TV A heavyweight TV campaign throughout UK and Ireland will run from October to December and will focus on the key pre-school and mumfocused TV channels. The campaign is estimated to target over 650 children TVRs and around 1.4m housewives within the UK. An estimated 250,000 Irish children will see the Irish TV campaign at least four to five times, rising to approximately 350,000 when including the UK broadcast overlap.

NOVEMBER 2008

RETAIL RC2 has full retail listings for Morgan’s Mine supported with extensive cross promotional activities throughout the Take Along Thomas range. Major catalogue listings and Christmas promotional activities are scheduled.

PR Norton & Co worked alongside Hit to offer Morgan’s Mine sets as prizes across regional, national and women’s press with tickets to VUE cinema regional screenings and also supporting reviews of the DVD at launch. A quantity of Take Along Thomas sets were also included in goody bags at the premiere of the movie to build awareness among opinion formers. Working in conjunction with the regional press on a nationwide campaign to highlight local Days Out With Thomas, Morgan’s Mine featured heavily in prize packages with tickets to the various stations and events across September and October. The Morgan’s Mine set continues to feature heavily across pre-school, parenting and online media in pre-Christmas gift guides, competitions and giveaways and will be a focus for the firm at this year’s Dream Toys event.

The TV push will target over 650 children’s TVRs and around 1.4 million housewives within the UK.

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NPD RESEARCH

Retail Sales Trends

Properties

Dream Toys turns on the Christmas lights DUE TO NPD increasing the size of its sample, for this month only we look at some of the weekly statistics rather than monthly figures.

According to the British Retail Consortium, the turmoil in financial markets hit consumer confidence while increasing demands on household budgets meant shoppers looked for value and discounts and planned spending carefully. UK retail sales values fell 1.5 per cent on a like-for-like basis, from September 2007, when they had risen three per cent. Sales have now been lower than a year ago in six of the past seven months, the worst since summer 2005 in part due to the colder, wetter weather than last September, which hit sales.

Nevertheless some sunny weekends helped end-of-season clearances of summer lines.

With Christmas approaching the much awaited Dream Toys has been unveiled with the usual pomp, and has become almost the official curtain raiser for the Christmas retail season.

Among this year’s winners was Catch-a-Beast, from Bandai, which lodges itself in the Handheld games category and is already ranked number one in week 39. To no one’s surprise, the boy driven Action Figures category had three out of the 12 Dream Toys with the Ben 10 Deluxe Omnitrix from Bandai (number three in Action Figures in week 39), the very strategic Bakugan Starter Pack from Spin

Sales (value, year to date)

Aug 2007

Aug 2008

NOVEMBER 2008

0%

Week 39 1. Ben 10 2. Star Wars 3. Thomas And Friends 4. In The Night Garden 5. Barbie

Best Property Progression August 2008

Lego Agents Lego Agents was at 62 for August, but with a 300 per cent growth over July 2008 and Magnext from Mega Brands currently at 159.

UK retail sales values fell 1.5 per cent on a like-for-like basis, from September 2007, when they had risen three per cent.

On the girls’ side, 2008 saw the new My Life from Flair also top the Christmas Toy list, within the Youth Electronics category. Also very new on the market, and Dream Toy finalist, is the Cupcake Maker from Character Options in the Powered Appliances and Food Mixers category; the big question here is whether the new collection will manage to reach the same heights as the very successful Ready-SteadyCook range from the company a few years ago.

starting strong, currently second in Large Dolls, while the Rescue Pals Swim to Me Puppy from MGA entertainment follows closely in fourth position for week 39.

While on the one side, everyone gets ready to face one of the toughest Christmas’ on the wallet in recent times, on the other, children are gearing up for the pre-festivities mid-term holiday which we hope will boost the toy market, as well as be a nice prelude to what Christmas 2008 will look like.

Average Price

UK Toy Sales

Source: NPD

Master and the Star Wars Clone Trooper Voice Changer from Hasbro (currently number 11).

Christmas classic category, Plush, has also seen two Special Feature Plush Items, FurReal Biscuit My Lovin’ Pup from Hasbro (already number seven in week 39), and Elmo Live from Mattel, emerge as big contenders for Christmas spend. On the pre-school side, In The Night Garden Upsy Daisy and Her Chase and Play Bed from Hasbro is the category winner and the property is still holding really well as fourth largest in the total toy market, very close to Thomas. Baby Born with Magic Potty from Zapf Creation is also

Top 5 Properties

July 08: £5.39

Aug 08: £5.89

Best Item Progression Week 38 to week 39

Vtech Kidizoom Vtech’s chunky digital camera made good progress this month, thanks to some significant market effort.

Lego’s Mystica range also leapt from number 11 to number five and the continued interest in the Star Wars Clone Wars animation helped Hasbro’s Light Saber go from 27 to 18.

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NPD RESEARCH

www.toynewsmag.com

Retail Sales Trends TOP SELLERS WEEK 39 (£ VALUE)

ACTION FIGURES WEEK 39 (VOLUME)

1

BEN 10 10cm FIGURE ASSORTMENT

Bandai

1

BEN 10 10cm FIGURE ASSORTMENT

Bandai

2

BEN 10 15cm ACTION FIGURES

Bandai

2

BEN 10 15cm ACTION FIGURES

Bandai

3

ITNG 12" TALKING PLUSH

Hasbro

3

BEN 10 DLX OMNITRIX

Bandai

4

CARS VEHICLE ASSORTMENT

Mattel

4

STAR WARS CLONE WARS BASIC FIGURES

Hasbro

5

BEN 10 DLX OMNITRIX

Bandai

5

DR WHO 5" FIGURES

6

ITNG MINI PLUSH

Hasbro

6

SW CLONE WARS ELECTRONIC SABER

7

KIDIZOOM CAMERA

Vtech

7

POWER RANGERS OOD 12.5cm FIGURES

Bandai

8

FIRST STEPS BABYWALKER

Fisher-Price

8

BEN 10 OMNITRIX FX WATCH

Bandai

Character Options Hasbro

9

MONOPOLY H&N WORLD ELECTRONIC

Hasbro

9

BEN 10 2cm METAMOR FIGURES

Bandai

10

HOT WHEELS BASIC CAR ASSORTMENT

Mattel

10

TRANSFORMERS ANIMATED DELUXE

Hasbro

ARTS AND CRAFTS WEEK 39 1

RAINBOW AQUADRAW

2

MS ADVENTURE ISLAND

3

CINDERELLA AQUADRAW

4

MOONSAND PET SHOP SET

PRE-SCHOOL WEEK 39 Tomy

1

TT ICYBITE KEYS

Spin Master

2

SHAKE N GO DRAG RACER SET

Tommee Tippee Fisher Price

Tomy

3

TAG READING SYSTEM

Spin Master

4

GUITAR ROCKSTAR

Tomy

Interplay

5

DP MAGIC WAND LAPTOP

Vtech

Tomy

6

DANCING TOWER SIT TO STAND

Vtech Tomy

5

PERFUME LABORATORY

6

THOMAS AQUADRAW

7

PD MAGIC TREAT SHOPPER

Hasbro

7

LOAD N GO CAR CARRIER

8

PLAYDOH OCTOPUS

Hasbro

8

THOMAS MORGANS MINE PLAYSET

Leapfrog

RC2

9

SUPER TIPS BRIGHT 12

Vivid

9

FIFI BUMP N GO MO

Vivid

10

AQUA BEADS ART DELUXE SET

Flair

10

DISCOVERY DOME DELUXE

Tomy

NOTES: All participating NPD retail data suppliers provide weekly data via EPOS systems. NPD figures are not projected to represent non-participating retailers but provide 100 per cent of the sales from participating stores. EPoS sample includes the following retailers: Argos, Boots, ELC, Freemans, Gamleys, Grattan, Hamleys, Littlewoods, Mothercare, Shop Direct, Tesco, The Entertainer, Woolworths, WHSmith, Sainsbury's, Toymaster, Asda, Mailorderexpress. The approximate coverage is of 71%.

NPD Eurotoys is the Number 1 information provider for Market Research to the Toy Industry in Europe Contact: NPD Eurotoys UK, Rosemount House, Rosemount Avenue West Byfleet, Surrey, KT14 6LB. _ 01 932 355 580

15

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TV TRENDS ANALYSIS

Here comes Christmas PRODUCT SPEND Advertiser

Product

September ‘08

Estimated Spend Share

1

HASBRO

MONOPOLY

2.99%

2

MATTEL

MEGA RIG SHUTTLE MISSION

2.73%

3

MATTEL

HIGH SCHOOL MUSICAL 2 DOLLS

2.65%

4

MATTEL

BARBIE PRIMA BALLERINA DOLL

2.65%

5

MATTEL

BARBIE PETITES CLUB DOLLS

2.58%

6

MATTEL

BARBIE DIAMOND CASTLE DOLLS

2.50%

7

MATTEL

BARBIE TRICKY TRIPLETS

2.44%

8

RC2

WOODEN THOMAS RAILWAY

2.12%

9

BANDAI

BEN 10

2.11%

10

BANDAI

TAMAGOTCHI

1.98%

11

MATTEL

GIRL TECH IM ME

1.81%

12

MATTEL

POLLY POCKET POP N SWAP

1.78%

13

MATTEL

POLLY POCKET PET SPA

1.69%

14

MATTEL

RHINO RAMPAGE GAME

1.65%

15

HASBRO

ITNG IGGLEPIGGLE

1.53%

16

MATTEL

BARBIE MY HOUSE SET

1.44%

17

MATTEL

MY MEEBAS TUBE

1.41%

18

HASBRO

ELEFUN

1.35%

19

HASBRO

MY LITTLE PONY MAKE ME BETTER

1.35%

20

MATTEL

GIRL TECH PASSWORD JOURNAL

1.31%

21

BANDAI

POWER RANGERS

1.29%

22

VIVID IMAGINATIONS

ITEDDY

1.22%

23

FLAIR LEISURE

SYLVANIAN FAMILIES HOTEL

1.22%

24

HASBRO

ITNG PLAYPATH

1.19%

25

CHARACTER OPTIONS

DR WHO DALEKS VOICE CHANGER

1.16%

26

ZAPF CREATION

CHOU CHOU MY FIRST TOOTH DOLL

1.15%

27

LEGO

BIONICLE

1.10%

28

RAVENSBURGER

BOUNCING TIGGER

1.07%

29

MATTEL

20Q HAND HELD

1.06%

30

LEGO

LEGO AGENTS

1.06%

31

MATTEL

BARBIE DIAMOND CASTLE

1.05%

32

CHARACTER OPTIONS

DR WHO LASER SCREWDRIVERS

1.01%

33

CHARACTER OPTIONS

PEPPA PIG HIDE & SEEK

0.98%

34

HASBRO

STAR WARS AT TE

0.97%

35

BANDAI

CATCHA BEAST

0.95%

36

ZAPF CREATION

BABY ANNABELL 2 IN 1 PRAM BED

0.90%

37

MATTEL

HOT WHEELS MONSTER JAM

0.90%

38

CHARACTER OPTIONS

PEPPA PIG PLAYHOUSE

0.87%

39

BANDAI

POKEMON

0.87%

40

MATTEL

HOT WHEELS SLAMMERS BIG RIG

0.86%

ADVERTISING SPEND is starting to creep northward again after the summer lull, which means Christmas is well on the way now. From a total spend of just below £2m last month, the low point of the year, spending this month has spiked back up to near £5m according to our data from Thomson Intermedia (Billets).

July saw only 63 different advertising campaigns, which climbed to 127 in last month’s figures (August). That has shot back up to 166 in this month’s figures (September) as the industry returns from the golf course, refreshed and ready to do battle in the crucial last quarter. Encouragingly, if we use Mattel as the benchmark, activity seems on a par with last year. We’re in a hugely different economic climate now, of course, so this month was always going to be something of litmus test for the level of confidence within the market. Indeed, with 30 different companies currently out there on TV, compared to only 11 that showed up in the corresponding figures last year, marketing spend does not seem to have suffered.

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TV TRENDS ANALYSIS

www.toynewsmag.com

TOP SPEND

BY ADVERTISER

Quite the opposite in fact.

Is that indicative of a sector trying to spend its way out of trouble or is it confidence in the toy market’s recession proof qualities? How confident is anyone at the moment?

Campaign-wise, Mattel is putting a lot behind its girls products, particularly the Barbie range, which accounts for more than 13 per cent of the total spend and nearly a third of the Mattel budget.

A sector trying to spend its way out of trouble? Or confident in toys’ recession proof

qualities?

SPEND BY ADVERTISER

September ‘08

Estimated Spend Share 1

MATTEL

34.14%

2

HASBRO

15.83%

3

CHARACTER OPTIONS

12.51%

4

BANDAI

7.21%

1. Mega Rig Shuttle Mission

5

ZAPF CREATION

4.78%

2. HSM 2 Dolls

6

LEGO

3.03%

7

TOMY UK

2.84%

8

FLAIR LEISURE

2.84%

9

RAVENSBURGER

2.26%

10

VIVID IMAGINATIONS

2.22%

11

RC2/ELC

2.12%

12

MGA ENTERTAINMENT

2.02%

13

SPIN MASTER

1.44%

3. Barbie Prima Ballerina 4. Barbie Petites Club 5. Barbie Diamond Castle

1. ITNG Iggle Piggle

14

RE:CREATION GROUP

< 1%

3. MLP Make Me Better

15

DRUMOND PARK

< 1%

4. ITNG Playpath

16

POKEMON EUROPE

< 1%

17

CORINTHIAN MARKETING

< 1%

18

THE IN THING

< 1%

19

MEGA BRANDS

< 1%

20

JUMBO GAMES

< 1%

2. Elefun

5. Star Wars AT TE

1. Ben 10 2. Tamagotchi 3. Power Rangers 4. Catch A Beast

Hasbro is putting real weight behind its Monopoly campaign, the single most visible product, according to our data. And the schedule is not yet dominated by its board game range with Star Wars, My Little Pony and In the Night Garden high on the list of priorities at the moment.

Elsewhere, Character illustrates the diversity of its range with campaigns for Doctor Who, Peppa Pig and its pre-school ranges and there’s plenty of activity from across the market with spend from Hy-Pro, Silverlit, MV Sports, Jumbo, Corinthian and others.

Ronnie Dungan

17

5. Pokemon

1. Sylvanian Families Hotel 2. Aqua Beads 3. Cool Cardz 4. Gormiti 5. Teeny Meez

STATION SPLIT TV Network

September ‘08

Share of Advertiser Spend

1. Dalek Voice Changer

MULTI CHANNEL

57.48%

2. Dr Who Sonic Screwdriver

FIVE

24.01%

ITV

10.42%

3. Peppa Pig Hide and Seek 4. Peppa Pig Playhouse 5. Hush Little Monkeys

GMTV

8.08%

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FEATURE PLANNER

2008/2009 FEATURE PLANNER DECEMBER 2008 Playground Crazes Industry Services Hong Kong Toys & Games Preview

• • •

Editorial Deadline: September 5th Advertising Deadline: October 10th

JANUARY 2009

for Toy Fair • Planning • Spring Fair

Editorial Deadline: October 24th Advertising Deadline: November 28th

FEBRUARY 2009

CALL N O FOR DE W TAILS OF THE S VITAL IS E SUES

10,000 circulation

EXCEL Toy Fair Show issue • Nuremberg Show issue • American International Toy Fair Preview •Editorial Deadline: November 27th Advertising Deadline: December 12th

MARCH 2009

Show reviews • Outdoor toys • Toy of the year award winners •Editorial Deadline: January 9th Advertising Deadline: February 13th

APRIL 2009

Boys market special • Games & Puzzles • Track racing and trains • Kids magazines •Editorial Deadline: February 6th Advertising Deadline: March 13th

ToyNews Contacts Editorial: Ronnie Dungan, +44 (0) 1992 535646, Ronnie.Dungan@intentmedia.co.uk Advertising: Adrian Miles, +44 (0) 1992 535647, Adrian.Miles@intentmedia.co.uk Fax: +44 (0) 1992 535648, Web: www.toynewsmag.com

NOVEMBER 2008

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EVENTS

www.toynewsmag.com

19

Toyzeria Launched last year as the Euroasia Toys and Games Exhibition, Toyzeria aims to be the gateway to the Eurasian market, bridging Europe and the Middle East…

WHERE AND WHEN? November 6th-9th Istanbul Expo Centre, Turkey

WHO EXHIBITS? Toy suppliers and manufacturers from Europe, Asia and the Middle East

AFTER A successful debut last year, Turkey’s Toyzeria show returns this month, covering three times the amount of floor space.

Held at the Istanbul Expo Centre, last year’s show attracted 9,320 visitors from 16 different countries. The organiser is hoping to greatly increase the international presence at the show.

ToyNews is supporting the event as exclusive media partner.

Both OYDER (Turkish Toy Association) and TOYIB (Turkish Toy Manufacturers Association) support the event. On display will be dolls, soft toys and accessories, mechanical and electronic toys, action toys, models, construction toys, hobbies, games, books, learning and experimenting, multimedia, festive and party, wooden toys, arts and crafts, outdoor, leisure.

Most Turkish toy manufacturers are smallsized enterprises producing a wide variety of toys. The production of plastic toys is dominant in the Turkish toy sector.

In 2005 Turkey’s total toy exports amounted to $16 million.

Major buyers were Serbian, Russian, Romanian, Spanish, Iraqi, German, Bulgarian, Iranian, Bosnian Herzegovinian, Cypriot and Israeli.

Imports of toys in 2005 amounted to $150 million.

Between 2003 and 2005, toys were imported from about 64 countries. Over three years, the top five countries were China, Taiwan, Hong Kong, Italy and Germany.

The Toyzeria four-day show also runs alongside licensing event Brandeal (same dates, same venue), which is making its debut this year.

FORTHCOMING EVENTS TOYZERIA November 6th – 9th Istanbul Expo Centre www.toyzeria.com

UNIVERS D’ENFANTS January 25th – 28th 2009 Grand Hall de Villette, Paris www.univers-enfants.com

SPIELWARENMESSE February 5th – 10th 2009 Nuremberg www.spielwarenmesse.de

Toymaster May 19th – 21st Majestic Hotel, Harrogate www.toymaster.co.uk

HONG KONG TOY AND GAMES FAIR January 5th – 8th Hong Kong Convention Centre http://hktoyfair.hktdc.com/index.htm

TOY FAIR January 28th – 31st 2009 ExCeL, London www.toyfair.co.uk

American International Toy Fair February 15th – 18th Javits Centre, New York www.toyassociation.org

ABRIN (Brazilian Toy Fair) April 14th – 17th Expo Center Norte Blue & White Pavilions. São Paulo, Brazil www.abrin.com.br

CANADIAN TOY AND HOBBY FAIR January 24th – 26th 2009 Metropolitan Toronto Convention Centre, Toronto www.cdntoyassn.com

SPRING FAIR February 1st – 5th 2009 Birmingham NEC www.springfair.com

TOY RUSSIA March 11th – 14th 2009 Crocus Expo, Moscow www.toy-russia.com

Got any events you would like to see added to the calendar? Email ronnie.dungan@intentmedia.co.uk NOVEMBER 2008

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APPOINTMENTS & MAIL

You’ve got mail Subject: Simon Pilling, FROM TOP LEFT: Re:creation’s Suzanne Panter and Kavita Verma; Vtech’s Paul Mabbs; Sarah Winter; Chapman’s Cassandra Sananes and Melissa Brown; Joanne Kennedy; Rob Daykin; and Paul Hayward

APPOINTMENTS Leapfrog announces new EMEA MD. Treasure Trove, VTech, Green Board Games, Chapman Entertainment, Kids II and Groovy have employed new staff, Re:creation brings its PR in-house with a new team and an industry veteran retires...

Chris Spalding has been named as the new MD of LeapFrog EMEA. Spalding will be responsible for all functions including sales, marketing, finance and logistics. He will also be looking at new market development and product introductions within the region.

Re:creation has bought its PR in-house with a new team of two. Suzanne Panter is now PR and communications manager.

Panter previously spent ten years working in video games.

Kavita Verma is press officer and was previously employed in property PR as an account executive.

Treasure Trove has appointed Breyer’s William Johnson as sales executive to be a key part of the infrastructure in place to support the management of the Breyer brand. The new recruit will support Breyer customers and identify and implement marketing opportunities.

Johnson will be working with the firm’s customer service and administration departments to ensure business support levels are maintained.

Paul Mabbs has re-joined VTech from MGA, having spent nearly 20 years in the industry working for Mattel, Crayola and Smoby. Mabbs previously worked for VTech for five years.

Green Board Games is looking forward to 2009 with the appointment of a new sales manager. Sarah Winter has joined with a fresh approach to the sales strategy.

Winter brings a wealth of experience in sales, albeit not in the toys industry.

NOVEMBER 2008

Cassandra Sananes has joined Chapman Entertainment as head of PR. Sananes moves from her role as account director at Nelson Bostock Communications. She is the company’s first Head of PR and will be responsible for all consumer and trade PR strategies for the firm and its brands in the UK. She will also manage the numerous agencies who work for Chapman internationally.

Melissa Brown has also been promoted to director of marketing for Chapman. The promotion is in recognition of recent success with the firm and the increased responsibility, which comes from the growing size of the marketing team.

Kids II has appointed Joanne Kennedy, who joins the baby and toddler gear specialist as senior national account manager. Kennedy previously worked at Polaroid as a senior customer business manager. She will look to grow both the Bright Starts and Baby Einstein brands.

Two new members of the team have been welcomed at Groovy. Rob Daykin and Paul Hayward have joined the company’s sales team. Hayward and Daykin will manage national and European accounts.

Sales agent Roy Gray is retiring at the end of the year, after 45 years in the business. Gray started with Louis Marx in 1963, moving to Britains four years later and staying until 1976, when Browns Of Leicester gave him the sales agency for North East England and Yorkshire.

Event Manager, Toy Fair > Do you know, off the top of your head exactly how many days it is until Toy Fair?

Inclusive of October 28th and measured from the 28th, 88 days until the first day of build and 92 until first day of opening. > Not long then, which means you must officially be one of the busiest blokes on the planet?

You could say that, actually yes it’s busy but not too bad, just waiting to step up to that next gear. > And when does that next gear kick in, when does it start to get really mental?

Well it’s my first year here with the team, but I’m expecting it within the next month or so. >You’ve picked a hell of a year for your first Toy Fair; it’s going to be an odd one this year, isn’t it?

Exciting times. > Quite. But are people still excited about Toy Fair?

Although it has been generally a tough year for businesses including the toy industry, and may continue for the year to come, people are still excited about the forthcoming Toy Fair. Exhibitors have been discussing their new stand set up and designs, we are now one larger hall which will create a better, more buzzy atmosphere and on a personal level I’m excited at running the event from my new perspective (previously being on the other side of the fence representing the venue).

From my days as a venue event manager I’ve always seen the Toy Fair as a vibrant, colourful event displaying great products. It doesn’t matter what age you are, toys will always take you back to your childhood, to happy care free family fun times with the old favourite toys, some with modern twists or the new exciting interactive toys for Christmas 2008, and the 2009 Toy Fair will deliver once again.

There’s always something exciting in the world of toys. > And do you feel that people are confident about the future of Toy Fair?

There is always a place for Toy Fair in the calendar. The exhibitors who I have spoken to that have chosen to exhibit at Spring Fair for 2009, due to the overlap, are keen to receive the application form for the Toy Fair 2010 and our regular exhibitors, most of whom are members of the British Toy and Hobby Association, will book space with us early in 2009 for the 2010 event to guarantee their place.

The BTHA Council and Toy Fair committees meet and discuss Toy Fair on a regular basis. The discussions this year highlight the awareness the association has of ensuring that Toy Fair stays relevant to the industry.

The BTHA is always open to suggestions to keep Toy Fair fresh and current to ensure that people feel confident about it.

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Senior Manager Games & Puzzles

Just imagine what it’s like to work for Disney, surrounded by such inspiration, working alongside people who possess as much passion, drive and skill as you. With our creative assets and your insight into the toys & games market, you will take this category to new heights - driven by your passion for inspirational products and skill in developing partnerships with some of the world’s leading toymakers.

Joining us with a strong background in Brand Management, this is your opportunity to identify new areas for development, nimbly react to new trends and build outstanding collaborative relationships, both internally and externally.

Analysing trends in the market, negotiating contracts, managing budgets and orchestrating new product launches - you need to be business focused, numerate, approachable and team-oriented. Essentially, you have the motivation and drive to see

£Excellent + Benefits Based Hammersmith every project through to a commercially successful conclusion. Top class presentational skills and, ideally, a second European language should be complimented by a successful record in a similar capacity.

This is Disney, so the scope, scale and responsibility of the role will leave you in no doubt that this is a leading role within its category, deserving of the attractive package and career prospects associated with such a key appointment. If you have what it takes to take on this challenge, we’d like to hear from you.

Please email your CV and covering letter to: rukshana.jabbar@disney.com Or send to: Rukshana Jabbar, Walt Disney Company, 3 Queen Caroline Street, Hammersmith, London W6 9PE Tel. 020 8222 2195

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MARKETING PRINT POWER

www.toynewsmag.com

23

Net results Boys football weekly, Match! is making a coordinated effort to attract toy suppliers to use it as an advertising vehicle.

Ronnie Dungan spoke to publishing house Bauer to find out more about its unique print marketing proposition…

AS MARKETING budgets become ever more squeezed and media planners forced to account for every single penny spent, so the efforts of media owners to promote the various different advertising vehicles available intensify.

In the toy market, it has traditionally been the case that it is print, online, cinema, radio and all other mediums that have had to take their place in the queue behind TV advertising expenditure, driven by retail demands for TVRs that border on the obsessional, if you believe certain media commentators. The science of the TVR and which specific audience it reaches has been debated here before.

Football mag Match! has been a staple of every football-mad boys weekly expenditure since the days when Chelsea were not perennial league title challengers, but rock bottom relegation fodder; it was the law that Liverpool won at least one trophy per season and players contented themselves with drinking and gambling rather than ‘roasting’ or spreads in OK! magazine.

Given the position that it occupies among the toy market’s core audience of boys aged seven and upwards, it’s no surprise to hear that Match! is hoping to lure toy advertisers into trying the power of print and online campaigns.

The magazine’s editor, James Bandy, says: “Match! has everything a young footy fan needs. Every week we’ve got interviews with the world’s biggest stars, the best free gifts, the hottest gossip, the best tips to improve your game, the newest footy boots, the latest results and loads more. Other magazines might try to copy us, but Match! is the original and best.

“We have developed a website (www.matchmag.co.uk) that attracted over 1.6m page impressions and 129,000 unique users in August alone. Many advertisers use both platforms to reinforce their messaging,” Bandy continues.

Of all the media available to consumers, research shows that magazines always have the strongest personal connection with their consumer. As a result, the advertising that appears in magazines is trusted more and revisited more often.

Publisher Bauer believes the magazine’s reach compares favourably with more traditional screen advertising and points to the mags 640,000 readers and its costeffectiveness in terms of each member of the 7-19 year-old audience – £4.84 per thousand by its own reckoning.

“We tirelessly research our target audience, conducting weekly focus groups in primary and secondary schools around the country.

“From these we get vital feedback on how to keep the editorial content relevant to today’s youth.

“The result is a media brand that has influence like no other in the youth market. In recent research conducted by ChildWise, Match! was revealed as a key source of playground banter. It makes its readers knowledgeable about football and arms them with the latest facts and in-jokes.”

They’re also knowledgeable about toy brands. Some 32 per cent of the seven to ten year-old readers own Lego; 17 per cent Star Wars toys; 23 per cent Micro Machines. Lego is the favourite with 20 per cent of them.

Nearly all, (97 per cent) of the readership play video games. And there’s also good brand recognition and affection for franchises such as WWE, X Factor, The Simpsons and Fairly Odd Parents to name a few.

“The power of magazines is often forgotten,” says Bandy. “Of all the media available to consumers, research shows that magazines always have the strongest personal connection with their consumer.

“The magazine you buy says a lot about the person you think you are.

As a result, the advertising that appears in magazines is trusted more, re-visited more often and acted upon more positively.”

Bandy recognises the power of TV advertising, but believes Match! can help those campaigns deliver even better results when used in tandem with TV exposure.

“The power of television is undeniable and its ability to build reach quickly is unparalleled,” he adds, “but when you combine a TV schedule with a magazine campaign, your advertising is more memorable and achieves greater cut-through than TV alone.

“TV is also expensive and there are vast numbers of similar products competing for consumers’ attention.

Match carries a limited number of advertisers each week and readers will spend longer on each page they read, than each TV commercial they watch. In essence, your advertising will work harder and last for longer.”

Marketing budgets are working harder and media buyers are having to work harder to get them. With its target audience now so mobile, the toy market needs to make sure it hits the target when it identifies its audience be that print, online, TV or integrated.

Match: 01733 468 158 NOVEMBER 2008

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www.toynewsmag.com

MAPS FROM THE GREENHOUSE

25

Route to success Marketing and Promotional Services (MAPS) started life in 1991. Some 15 years later, Will Sharman joined the firm to set up and head a toy division. Katie Roberts finds out more about the company’s unusual path into the market….

IN 1991, Dirk Kiefer was sent to the UK from the States to head up a Teenage Mutant Ninja Turtles campaign for Burger King. The promotion was very successful and led to MAPS working with some of the major players in the toy and FMCG sectors.

Subsequent campaigns included work with Tomy, Nestle, Disney, Cereal Partners, Coca-Cola, Danone… the list goes on.

Sharman explains: “With its own UK-based design team, MAPS quickly became known as the best in the business for designing and manufacturing from its own factory, high quality, attractive and innovative promotional toys and figures.”

The company grew quickly and now employs ten staff in the UK, as well as operating offices in Hong Kong, New Zealand and Malaysia.

In 2006, Sharman was drafted in to set up MAPS Toys, a toy company in its own right. Following on from its wealth of experience in the space, this development seemed a logical next step.

Sharman’s appointment strengthened the proposal. With over ten years experience in international toy design, distribution, retail and

marketing, he was the ideal person to launch the new business.

His brief when he joined was to establish MAPS Toys as an innovative new player in the UK and European market and so far, he has fulfilled this role at an impressive pace. Last year, saw the company sign exclusive UK and European distribution deals with a range of American companies.

The portfolio now consists of Squashblox from Daydream toys – giant construction cushions; Slicer from Icemeister – all-season sledges, and a UK only deal for URock – mini guitar MP3 players.

Sharman’s plan is to continue bringing US ranges into the UK and Europe and also for the company to grow its own ranges.

One of the MAPS products is the Build-it collection, a real brick construction toy. Toy Fair 2008 saw the launch of the Build-it with Bob product, featuring Bob the Builder.

Sharman says: “Response to the Build-it with Bob range has been phenomenal and MAPS will be

rolling out the brand internationally for 2009. We are also looking at growing the Build-it brand in 2009 and are in discussions with other major licensors as part of this.”

The firm is also due to introduce a new range of electronic games and Sharman reveals: “We are in negotiations with a current hot boys property in this sector. We are aiming for launch of all the new products at Toy Fair 2009.”

The company currently sells its range direct and has secured listings with assorted High Street names, as well as selling through wholesalers such as AB Gee. Sharman is also looking at taking on more independent agents to service the independent trade.

As the company grows, it is putting more weight behind a marketing campaign, beginning with a national promotion with The Sun for the Build-it with Bob range in the run up to Christmas. Sharman says he is also currently evaluating the possibility of TV advertising for 2009.

MAPS: 01483 776006

The Greenhouse area was set up at the UK Toy Fair to nurture small companies or those new to the toy industry.

It has steadily increased in size and is a popular area with both exhibitors and visitors alike.

For more information on the Greenhouse area, visit www.toyfair.co.uk or call the Toy Fair Team on 020 7701 7127 NOVEMBER 2008

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SUPPLIER FOCUS CHARACTER OPTIONS

Optional extras Character Options is making some aggressive forecasts for next year, hoping to add another £45m to its turnover, buoyed by what it believes will be its biggest range to date and some canny refreshments and additions to its existing line-up. ToyNews reports…

AT A TIME WHEN many companies are being cautious in the face of economic uncertainty, Character Options is confident that 2009 is going to be a stellar year for the firm.

Group turnover is forecasted to surge from £100m in calendar year 2008 to £145m next year. Although, the firm predicts that 2008 will actually turn out to be something of a flat year overall.

The belief comes from the new product line-up, which features seven new ranges, including a boys action figure and accessories range – HM Armed Forces – which will be the firm’s biggest ever launch. More on that next issue.

“We’re going to be really aggressive for next year,” says managing director Jon Diver. “All the brands are in a very good position to go into next year with improvements.

“Every year we have one or two good categories but we’ve got some great categories this year.”

The company is expecting to see a 28 per cent uplift in sales of Peppa Pig, 47 per cent in Hannah Montana and 25 per-cent in the refreshed Scooby Doo. And this optimism comes in a year when the firm’s best selling Doctor Who range is expected to dip as the series comes off air for a year and coming off the back of a flat year.

“It’s been a bit bumpy through the year,” says Diver, “but then brands are surviving and with refreshments which will allow us to hit lower price

NOVEMBER 2008

successful given that there’s not a lot on TV during the first quarter.”

All the brands are in a very good position to go into next year with improvements. Every year we have one or two good categories, but we’ve got some great categories this year.

Jon Diver, MD, Character Options points we can achieve growth. The industry is more cautious on stock so the new and refreshed products are coming through. No-one is taking a risk in terms of stock.”

“We’ve had an average time this year,” concurs marketing manager Jerry Healy, “but we’ve managed it well. We’re managing the business a lot leaner than in the past and we’re not chasing those last 20 per cent purchases. We’ve avoided that and it means we will end the year clean of stock and the retailers need to be clean, too.”

Next year will see the firm adopt a new approach to its release schedule, with a bias towards the earlier part of the year.

“The vast majority of product launches are coming first half. As a company we’ve tended to under-perform in the first half. This time we’re trying to get in early and get the numbers right for the back end,” adds Healy.

PLENTY OF OPTIONS CHARACTER’S 2009 RANGES… Scooby Doo New range of Mystery Mates. 2 ½ inch figures launching in January.

There are 24 different figures to collect and you get a good guy and a bad guy in a pack of two for £4.99.

There are rescaled vehicles to go with the figures and a resized Mystery Mansion too.

“It’s probably the safest licensed character out there,” says Healy.

Primeval “Primeval was always on six weeks before Doctor Who. This year there is no Doctor Who, so it should fall into that slot,” explains Healy.

The range features two-figure packs with a monster and a human and a flying version of Rex the Lizard as one of the hero products.

“It’s one of our easiest sells,” he continues, “and it should be very

Dork Hunters from Outer Space The show, which is about a race of aliens that have invaded Earth and disguised themselves as Dorks, features on GMTV and is rapidly growing its audience in the primetime Saturday slot.

“This is a very tight range.

Assuming the ratings carry on as they have been we’re very hopeful for it.

It’s getting stronger and stronger at the moment.”

Character’s range features Stinkblasters (Dorks have bad breath) and scratch and sniff stickers, 3 ¾ inch mini-figures, Dork Car vehicles and the Dork Detector.

Doctor Who A £16m brand for Character and its leading product line. With no Doctor Who series on TV in 2009, the company has tempered expectations for the range, expecting a drop of just over ten per cent. The franchise will be kept warm with four specials during 2009.

“With Doctor Who, if it’s new it sells well,” says Healy.

Products include a series of figures which come with one component to make up the iconic Giant Robot.

Also new is the Time Squad, a more ‘cartoony’ range of figures, which are being released in January in packs of two and five.

The Cyberman electronic voice changer will top many Christmas lists and there’s also gadgets such as the Journal of Impossible Things with a mini-sonic screwdriver and a futuristic version of the sonic screwdriver. Captain Jack’s Temporal Manipulator is also new to the range.

“We’ve got lots of low-priced items,” says Healy. “Nothing above £15. And as the specials come out throughout the year we will release new items. Now, the strategy is about freshness and newness in the range.

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www.toynewsmag.com

“And based on the reaction from the trade, we think it will be solid.”

Gladiators Figures of all the Gladiators from the series are available and each comes with a range of accessories including a pugilstick (massive cotton bud thing for whacking contestants). Also available are full-sized inflatable pugilsticks, big fists and an announcers’ set plus a Tat 2 Art pen.

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CHARACTER OPTIONS SUPPLIER FOCUS

released in the UK and it is hoped it will achieve a similar level of success.

“Disney is putting a lot of faith in where this will go,” says Healy.

The aforementioned High School Musical is also an important part of the Character line-up and there are Hop-It and Skip-It activity products and a jewellery line similar to the Hannah Montana range with LCD display and photo storage device.

The firm believes the Disney

We’re managing the business a lot leaner than in the past and we’re not chasing those last 20 per cent purchases. It means we will end the year clean of stocks and the retailers need to be clean, too.

Jerry Healy, Marketing Manager, Character Terminator Salvation One of the big film licences for next year and the first in a new trilogy of Terminator films. The Playmates range include 3 ¾-inch and 12-inch figures, role play items, Terminator Mask, Electronic Fists and a Terminator Voice Changer.

Girls Disney plays a big part in the Character girls’ range and the firm has upped its quota of Disney licensed products.

The Hannah Montana range includes a line of jewellery (such as bracelets and keychains) with LCD display and photo storage, readying for a spring launch.

Camp Rock is a new Disney Channel movie which has just been

Princess range has benefited from a downturn in the fortunes of Bratz and Barbie. “As they’ve gone off the boil, we’ve picked up a lot of sales.”

2009 will see the Ariel theme introduced, featuring Mini ColourTheme Ariel, Long Hair Ariel and an Underwater Sea World play-set plus an Ariel carriage and Bubble Seahorse.

For girls that like to bake, the Cupcake Maker will be one of Character’s big Christmas lines. It is part of the Girl Gourmet range, backed by TV advertising, which also includes an Ice Cream Maker, released in summer and Fruit Factory smoothie, lolly and shake maker.

Art and craft Spongi is a new modelling compound, marketed as an alternative to plasticine and complete with various plastic components, such as arms and legs to make modelling easier. As well as £2.99 packs of Spongi, it also comes in £7.99 and £9.99 sets.

The firm has also taken on the Sea Monkeys range from Benjamin Toys and will be relaunching on December 31st, with a TV campaign running on Boxing Day.

27

Bindeez have recovered from their recall nightmare of last year and 2009 will see the range thinned down to core products. Refreshments will include a new-look bead pen; a Travel Activity Pack; No Mess Desk (launching in spring/summer ’09 for £19.99) and new alphabet packs.

Blo Pens are being made available in spring/summer in buy five get five free packs for £3.99.

Aqua Sand (formerly Magic Sand) which can be moulded under water and still come out dry. It comes in a number of different play-sets – Pirate Adventure Set, Mermaid and two other £9.99 packs.

Peppa Pig The pre-school phemonenon will have every line TV-promoted in 2009. Three key new products are the Moon Landing and Aqua Splash play-sets and Push Along Beach Buggy. Princess Peppa is a new theme, with a Royal Family figure range available and the Peppa Pig Train is now a Royal Train.

Postman Pat Relaunched and reinvented as Postman Pat’s Special Delivery Service, Character Options has a range of vehicles and playsets based on the new Cbeebies series.

These include the Special Delivery Van, Motorbike, Helicopter and Fork Lift which feature in the series.

Figures come in tube packaging for £5.99 and there are also eight-inch plush figures priced at £6.99 and a 12-inch Pilot Pat Talking Plush for £14.99.

Playsets include the SDS Sorting Office, Greendale Post Office, Greendale Rocket Set, Stationery Set and Bathtime Alphabet Set. NOVEMBER 2008

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BRAND FOCUS DANBAR

Family Affair Danbar Toys has, to a large degree, forgone traditional marketing techniques in favour of a more hands-on approach to raise awareness of its company. Katie Roberts visited the firm’s Hertfordshire-based offices to find out more…

AT THE AGE OF TEN, Kfir Barda was earning more than his father selling flowers at road junctions and parties. This entrepreneurial spirit has continued into his adult life, taking him into marketing and sales roles, before joining forces with his brother in 2001 to set up Danbar.

Despite their family connection, until the company’s formation, there was little to link the two: Tzuri Bar took a more academic route, moving to London to complete a Masters degree in structural engineering at Imperial College, London and continuing his career in engineering and management.

However, Bar believes that the blend of their diverse experiences has been the formula for Danbar’s success.

He explains: “Our unique combination has proven itself year after year allowing us to introduce star products and execute them seamlessly into the marketplace.”

From the Hertfordshire office, Bar oversees UK distribution (which is managed by Re:creation), marketing and product innovation, while his brother is based in Hong Kong and manages international operations.

Danbar trades in three areas: toys, pillows and spa products.

Although Bar admits the toys sector is the driving force of the business at present.

The company plans to grow into new territories. This year, for example, saw the firm’s first exhibition outside the UK at the Hong Kong Toy and Game Fair.

Bar continues: “We wanted to introduce ourselves to new markets and grow awareness of our brand.

We started in Hong Kong earlier in the year and have been present at nearly every toy exhibition since then.”

So far, the strategy appears to be working and the company recently took a $1.4million order from Radio Shack in the US, which plans to distribute the product across 6,000 of its stores.

NOVEMBER 2008

Once orders are in, Danbar spends the majority of its marketing budget on in-store demonstrations.

Bar explains: “Demonstrations are often a better means of marketing for a small company as you control every pound you spend. Our products are impulse buys, so we need to affect the customer directly.”

“All sales staff have to know everything about the product, we even pay attention to how staff look as this reflects our brand image.”

The experiential marketing appears to be bringing results. The order with Radio Shack, which doesn’t yet utilise demonstrators,

This year has proved to be better than previous years as most of the orders for Christmas have been completed and indicate higher sales and significant global presence.

Our success stems from our passion and belief in what we do.

Around 120-130 demonstration stands will be in stores in the lead up to Christmas, with the majority of demonstrators in Debenhams stores.

Bar admits the orchestration of this takes a great deal of work.

In 2001, Danbar built the sales team and staff members are trained continuously. Each store has a team manager and a software programme monitors product consumption per outlet.

Bar continues: “We are fussy about brand requirements.

only supplies six products to each location, whereas around £700,000 of product is shipped solely to Debenham’s Trafford Centre store each year.

Bar wants to increase this activity, but only into quality locations. In 2006, staff were in 86 stores, but this dropped to 44 this year to ensure strong service in good locations.

Currently around

80 per cent of the turnover comes from 45 per cent of locations, mainly those employing the demonstrations.

Proof in itself the method is working.

Following the distribution deal with Re:creation, Danbar is beginning to encompass traditional marketing too and an advert for Ground Assault, sponsored by Re:Creation, will air from next month until Christmas.

Bar concludes: “This year has already proved to be better than previous years as most of the orders for Christmas have been completed and indicate higher sales and significant global presence.

“We feel privileged because our success stems from our passion and belief in what we do.”

TO DATE the company’s radio controlled toy collection includes helicopters, planes, bikes, cars, tanks and emergency vehicles. The firm also recently added a play-set to its Ground Assault range to introduce gaming to r/c.

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BRAND FOCUS INTERPLAY

Creature comfort Interplay has carved itself a sizeable chunk of the science and nature market with its innovative line.

Ronnie Dungan visited the firm to find out how it did it and how ants played such a big role…

IMPRESSIVE AS THEY ARE in terms of lifting 20 times their own body weight or boasting not one, but two stomachs, the humble ant is not the traditional basis for a business model in the modern toy sector.

Neither, it should be said, is the earthworm. Friend of the gardener, hermaphroditic by nature, but never so much as a footnote in the success stories of most toy companies.

Except Interplay, for whom its Ant World and Worm Farm products were very much the small, but effective, basis for its science-based toy business being the first products they brought to market. And they’re still selling them.

More than a decade after it launched itself seriously into the toy market, the firm can look back on consistent growth which has made it one of the leading players in its niche of science and nature-based products.

“Our plan was just to grow by 25 per cent a year and we had no further plan than that really,” explains managing director Ross Ainsworth. “There were no loans, no overdraft. We grew from the profits we made. Every year we have grown by that amount, apart from last year.

“Our big expansion came in 20002001 when we took over a company called Entertaining Solutions and it started to take off from there.”

Ainsworth claims the firm can boast around 15 per cent of the science and educational toy market in the UK, which he estimates is worth around £20m. Interplay has good distribution in multiples such as Argos, Asda and Toys R Us and less usual toy channels such as Waterstones the book retailer.

“This year we were in the Toymaster catalogue and we went to the Toymaster show too,” says sales director Nancy Davies. “We’re also an AIS supplier. At the moment, we’re probably a little top-heavy with the majors in fact.”

“I don’t think they’re necessarily great profit makers for them,” adds NOVEMBER 2008

Ainsworth, “but I do think everyone wants to have some sort of science product on their shelves. It is considered quite worthy.”

Although the traditional view of the science sector is that it is primarily aimed at boys, the company has been somewhat pioneering in its efforts to sell to the girls market.

Indeed, products aimed at girls are two of its best sellers – Perfume Lab and Bath Bomb.

“I think we’re one of the first companies in the sector to do that,” continues Davies.

“Science is not a lot different to the craft market, which is very popular with girls.”

The company develops much of its own product, although its distribution deal with Australian firm, Wild Science has given it some of its best selling items such as the aforementioned girls range, plus Slime Laboratory and Superball Factory, among others.

I think we stand a better chance than people selling plastic stuff.

Nancy Davies, Sales Director, Interplay

“The science sector is doing okay,” comments Ainsworth.

“We’re small enough not to be affected by some of the difficulties others are experiencing. People don’t stop buying for their kids and I think if the stuff is more worthy, we stand a better chance than people selling plastic stuff.”

But there is an acknowledgement that the firm may soon be reaching the stage where it needs to look outside its niche to continue to grow the company.

“There’s not much further we can expand in the science market,” says Davies, “so the thinking behind the girls’ science range was to put a foot in the door of the craft market.

“If we do veer towards that market or into other things we will do it with the framework that we know,” she concludes.

And if that includes regular 25 per cent yearly growth, it’s a model you can’t really argue with.

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TOMY/K’NEX Q&A

www.toynewsmag.com

33

New connections Next year sees Tomy take on the distribution of the K’Nex range in the UK, aiming to bring the line up to date and increase its relevance to its target audience. Ronnie Dungan spoke to Tomy’s European business head Leon Jarmolowicz about how it will do that…

What are the hero products in the new range?

There are several refreshes at the key spring price points, including the 4X Dragsters which offer opportunities for ‘mega-build’ vehicles by collecting across range and the 10x model assortment, which now incorporates working lights.

Our VIP items are the Collect & Build Road Rigs and Amusement Park series, which really show K’nex at its best. They are visually exciting builds with a strong mix of different components which open up imaginative play and working features. They are arriving in the UK on the back of an extremely impressive start in the US market.

When does the distribution of K’Nex start for Tomy?

After a successful rollout in France and Germany this autumn, Tomy’s K’Nex range will be available from January 2009 in the UK and Benelux.

What was it about the range that appealed to Tomy? Did you feel that there was a gap in your range which K’Nex fills?

Tomy’s ethos is to build brands that can be successful over a long-term period. K’Nex was the right property in boys toys to complement our strengths in nursery, pre-school, girls and arts and crafts. The brand has a proven track record and its core play pattern is timeless, which is always critical to long-term success.

K’Nex is a complete building system with combinations of rods, bricks and connectors that opens up more imaginative play, rather than offering just one method of construction, which is extremely appealing. Parents and children can build a relationship with the brand from pre-school years and remain with it into pre-teens, a characteristic which is very close to Tomy’s own values. Moreover, product is always king and the new K’Nex products in development are very exciting and have made us feel very encouraged for the future.

What do you aim to do differently with the product?

The core values

What about pricing? Will there be any changes there?

Pricing is always a challenge, but we will endeavour to offer the most competitive pricing possible to our consumers and retail partners.

K’Nex was the right property within boys toys to complement our strengths in nursery, pre-school, girls and arts and crafts. of the product proposition are extremely strong and have remained unchanged since the original introduction of the brand. Rather than tinker with this formula, it is our aim is to put those values back in to the public consciousness both at retail and consumer level. As we develop the range further, it is also a key goal to make the range more up to date and relevant to today’s consumer.

How much of a potential increase in sales do you see for the range?

The competitive environment is challenging, but

with the range that we have for spring and the exciting developments coming for the autumn and into 2010, our ultimate aim is to become the leading alternative choice within the category.

What support can retailers expect for the range?

We are working on our spring plans right now, but as K’Nex is such a visual communication, you can expect a retailer package that offers strong point of sale support from attractive window displays, to ‘store within a store’ options.

Will we see a more comprehensive range from Tomy or a tighter more-focused K’Nex offering?

Strange as it seems, the simple answer is both.

The range is focused in that each product has its own reason for being, in terms of product proposition, age target and pricing.

But as a total range, it is extremely comprehensive. The line-up takes consumers on a journey from preschool, through to pre-teens.

NOVEMBER 2008

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win ■ You have two minutes to come up with five answers to a range of topics …from football to film stars, from soaps to celebrities.

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For more information on all the brands available from Winning Moves call 020 7262 9696 or email sales@winningmoves.co.uk

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ARE YOU MAD? Are we all living in a mad world? Have we all gone celeb crazy? Easy to mock as another rising star ends up in rehab - but could you cope? Enter The Clinic and find out your diagnosis! The Doctor will see you now…

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If you can answer the following question correctly, you stand a chance of winning an entire case of Summit Showdown and The Clinic.

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WE ARE NOW TAKING ORDERS FOR THESE GAMES Answer this question correctly and send your answer, name, company name and address to toynewscompetition@intentmedia.co.uk by November 31st 2008

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The UK’s only dedicated monthly licensing coverage

News • Media • Opinion

BLE 08: The Reaction TV Nation

News

Pages 40-41

Pages 43-44

Pages 38-39

The tenth anniversary of Brand Licensing Europe promised much ahead of the event.

ToyNews asked around to find out if it lived up to expectations…

We offer the facts on the key children’s TV channels and what kind of advertising packages they can offer toy companies…

The reaction from Brand Licensing Europe, Magnus Scheving keynote address, Wallace & Gromit back new Science Museum initiative…

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LICENSINGNEWS

COMMENT OLYMPIAN DREAMS GIVEN THE GENERAL global economic problems, the atmosphere inside London’s Olympia at this year’s Brand Licensing Europe showed no outward signs of unease or worry about how the sector could be affected.

Of course, people were thinking about it. But they were also going about their business as normal. And a lot of business was being done. Canny licensees were seeking out a number of new opportunities. But you can’t help thinking that much more thought is now being put into what the consumer actually wants, needs and is inspired by before companies make those all important decisions on new brands.

This is perfectly illustrated by the new approach taken

by ITV Global Entertainment. Gustavo Antonioni, commercial brands director at the firm, exclusively told sister title Licensing.biz about his new tactics of looking at where the industry’s going, where the trends are going and what’s going on in the outside world and how these factors influence where he takes his brands, just ahead of the show.

BLE showed us that the licensing industry has much to celebrate and look forward to.

And Antonioni’s enthusiasm and optimism about the industry was catching – many licensors and licensees ToyNews spoke to have praised the vibrant and buzzing atmosphere on the showfloor. Stands were busy, walk-up traffic was up, deals were being done on the spot and retail listings being confirmed the same day, an uplift in international visitors was reported by many and, vitally, more retailers seemed to be in attendance.

More good news for show organiser Advanstar came in the form of initial numbers – it seems the event is in line to equal the record breaking success achieved in 2007. On top of this, over 40 per cent (73 out of 181) of those exhibiting at the show rebooked while still on site.

Some have also been asking to increase their stand size for 2009 and Advanstar has set up a waiting list for companies wishing to exhibit for the first time next year.

As one brand owner told us: “With all the doom and gloom around us, the licensing industry felt optimistic and alive.” Our business may not get away completely untouched by the wider economic issues, but there is certainly much to celebrate and look forward to.

Samantha Loveday Samantha.Loveday@intentmedia.co.uk NOVEMBER 2008

Here come the girls for Fox L&M Europe New Simpsons merchandising campaign will see the introduction of umbrella sub-brand featuring Marge, Lisa and Maggie…

by Samantha Loveday AS THE franchise heads into its third decade, Fox L&M Europe is introducing a new umbrella sub-brand to its Simpsons licensing programme – entitled The Ladies of Springfield.

The initiative has been created to take advantage of the popularity of The Simpsons with females of all ages. Product ranges will feature three heroines – Lisa, Marge and Maggie – as well as other key female characters from the show such as Patty, Selma and Edna Crabappel.

Product will begin to appear from spring/summer 2009, with phase two of the campaign rolling out in autumn/winter of the same year.

Products featuring Lisa will include apparel, bedding and stationery, with retail support including exclusive character art and POS to drive cross-category merchandising.

Nightwear, homeware and gifting items will include images of Marge, with POS support to launch around Mother’s Day. Maggie product, meanwhile, will include retro t-

shirts. Phase two will include Christmas gifting and toiletries.

The Simpsons programme overall has also been given a boost, with recent new deals signed across Europe covering a wide variety of licensing categories such as a sixth sticker album collection from Panini, boys and girls bikes from Tradewinds, lunchbags and drinkware from DNC, as well as adult dressup from Cesar.

Fox L&M Europe: 020 7437 7766

New look for BBCW Children’s BBC WORLDWIDE has revealed major changes under its new leadership, including a new name for its children’s division.

The children’s business will now be known as Children’s and Licensing and is headed by MD Neil Ross Russell (pictured). It is now structured with three main strands: preschool, pre-teen and adult licensing.

The name change is designed to reflect the importance of maximising global licensing opportunities for adult brands such as Top Gear and Planet Earth, in addition to children’s hits like In The Night Garden, Teletubbies, Doctor Who and Charlie & Lola, in order to channel the profit back into children’s programming at the BBC. “Coming to this role, it was clear to me that we have an exceptional pipeline of content from the BBC with brands like Planet Earth and Top Gear, and from indies with our partners such as Tiger Aspect and Ragdoll,”

said Ross Russell. “At a time when there are more brands than ever in the market, this new structure will allow us to provide each brand in our portfolio with the focus and attention it deserves.”

BBCW: 020 8433 2000

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LICENSINGNEWS

www.licensing.biz

BLE 2008 is ‘the best yet’

IN BRIEF

Euro show on track to equal 2007 success, but no move on that extra day. For now...

INTERNAL CHANGES AT HIT

by Samantha Loveday A WIDE RANGE of exhibitors and visitors to last month’s Brand Licensing Europe have wholeheartedly praised the show – and the organiser – with many stating it was "a triumph", "buzzing" and the "best yet".

Advanstar is confident that the show will equal the success of 2007’s record breaking event, which pulled in 5,488 attendees and 4,301 pure visitors. On top of this, over 40 per cent (73 out of 181) of the firms exhibiting rebooked for the 2009 show while still on-site, with a number also requesting increased stand space for next year.

There were, however, still issues about the length of BLE and, how with the increase in retailer and European attendance, a third day would be very welcome.

Sam Johnson, kids brand manager at JCB, was one of a number of

exhibitors sharing this view. “Two days is really too short to form really meaningful meetings and discussions,” he said.

Event director Jessica Blue (pictured) said that each year Advanstar carries out extensive research asking this specific question.

“Each time no more than 30 per cent of exhibitors have said they would

prefer a three-day show, so we have always worked with what the majority wants,” she explained to ToyNews. “As soon as that changes then we will be happy to look at extending the event by an extra day.”

The timing of Brand Licensing Europe was also questioned, with some visitors saying they would like to see it earlier in the year. “BLE always takes place before Mipcom, but it’s not possible for us to host earlier in September as retailers are busy attending buying previews in the Far East,” Blue responded. “The dates we have are as early as we can get to ensure that we continue to attract a high volume of quality retailers to the show.”

Dates for Brand Licensing Europe 2009 have been confirmed as September 30th and October 1st, at Olympia’s Grand Hall, London.

For more comments on this year’s show, see pages 40 and 41. www.brandlicensingeurope.com

Scheving packs out Licensing Academy Charismatic creator of LazyTown draws the crowds for Olympia keynote address...

MAGNUS SCHEVING, the creator and star of LazyTown, was one of the main attractions at BLE, with visitors packing out the Licensing Academy to hear his keynote address.

Scheving talked about his mission of spreading the LazyTown message across the globe, telling the audience “if you want to be a pure brand, you can’t be a label slapper”.

Scheving explained how LazyTown had become the fastest selling TV show in history: in just nine months it had sold to 96 countries.

His is a long-term plan, however, and a number of innovations are still to come in his mission to ‘move the world’ including LazyTown restaurants.

Indeed, everything Scheving considers in merchandising and licensing terms has to go through the ‘think, move, go’ process. He asks if the idea is clever and will make people think and whether it has energy behind it in order to make kids go.

“I’m going to keep doing this because I love it,” Scheving told the assembled audience.

39

The CEO of Hit Entertainment, Jeff Dunn, has revealed several internal changes to better focus the company for growth. Peter Byrne will now be dedicated exclusively to expanding the international business. He will focus on expanding developing markets, third party licensing and acquisitions and further increasing Hit’s footprint in international consumer products and home entertainment. He will also continue to have global responsibility for live events and attractions and publishing. To complement Byrne’s role, Hit has promoted Pam Westman to EVP of consumer products and home entertainment, The Americas. A new global management team has also been created.

Hit: 020 7554 2500

W&G BACK SCIENCE MUSEUM DRIVE Aardman Rights and Wallace & Gromit are at the heart of a major government-backed exhibition at London’s Science Museum, which is due to open in spring 2009. The aim of the exhibit is to tap into the characters’ flair for invention with interactive exhibits, creative activities and animated displays.

Aardman: 0117 984 8485

FIFI GETS THIRD SERIES Chapman’s Fifi and the Flowertots has been commissioned for a third series by Five’s Milkshake and Nick Jr. The new run of episodes will introduce two brand new characters, Buttercup and Daisy.

Chapman: 0870 403 0556

HIT TAKES CHAPMAN’S FIFI AND ROARY LIVE

www.lazytown.com

Hit has extended its partnership with Chapman, adding live events and attractions for its key properties in the UK and internationally to its remit. It will now begin development of a range of formats including themed days out, live shows, nonticketed events such as meet and greets and theme parks.

Visit www.licensing.biz to register for the Daily News Digest and Newsflash services ALL THE LATEST NEWS & VIEWS DIRECT TO YOUR MOBILE PHONE WHEREVER YOU ARE

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NOVEMBER 2008

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LICENSING BRAND LICENSING EUROPE REVIEW

Olympian highlights The tenth anniversary of Brand Licensing Europe promised much ahead of the event and the overall consensus seems to be that it delivered, too. Samantha Loveday asks a mix of visitors and exhibitors for their views on the showcase and whether those pleas to make it three days are still being made…

“BLE was phenomenally busy for us with a great reaction across the whole portfolio. A number of people have told us that we had one of the busiest stands there and the amount of business we achieved at the show is staggering.”

Rob Corney, Managing Director, Bulldog Licensing

With all the doom and gloom around us, our industry felt optimistic and alive at BLE. “The show was buzzing for us from the start.

We had a great crosssection of visitors including licensees, retailers and press from the UK, EMEA and Asia. The first day was especially busy and our walk-up traffic seemed much heavier than usual, which is not surprising given that we have some of the top properties moving into new CGI formats. Whilst the bulk of our visitors still came from the UK, there were definitely not only more Europeans, but also more visitors from Asia and the Americas than we have seen previously.”

Lori Heiss, Senior Director, International Marketing, Hit Entertainment

“Our stand was pretty busy and we had everyone from UK retailers, our European agents and UK licensees coming to see us. There was good retail attendance, although they travelled in such large packs (one retailer turned up with 12 buyers).”

Melissa Brown, Director of Marketing, Chapman “We had a good show and there was a really positive buzz. From our stand it seemed that the number of visitors was on par with last year with both buyers and licensees well represented. I would say we saw more retailers than last year, both High Street and online. It was great to show the licensing world exactly how fun and innovative the Science Museum brand is.”

Ben Jackson, Brand Licensing Executive, NMSI Trading “Looking ahead I don’t see any major innovations being needed. The organisers have really listened to their exhibitors and visitors over recent years and developed a product which pretty much works as well as it can, with only minor tweaking needed to meet future changes in demands from the industry. My own feeling is that, for the moment, it should stay at two days.”

David Scott, MD, Rainbow Productions

“A high class of attendees with very few time wasters. As ever, Advanstar personnel were attentive and always on hand. A triumph. It felt vibrant and exciting; business was being done. With all the doom and gloom around us, the licensing industry felt optimistic and alive.”

Janet Woodward, Head of Licensing, Coolabi “We were delighted with the attendance at our suite. This format works very well for Mattel; we had good retail attendance and more visits than last year from international attendees. The best thing was connecting with the industry at a key planning time for A/W 09.”

Johanne Broadfield, Senior Director of Licensing, Fisher-Price “It was our first time and our team all felt that we had a very productive show, which was even busier than we had thought it would be for us.

There was a good mix of attendees overall and we were very pleased with the number of retailers that came to our stand. Two days is really too short to form really meaningful meetings/discussions, I'd prefer three days. The more peripheral service companies and smaller licensing firms felt out on a limb at the show.

I'd like to see a better overall balance

where the large entertainment brands do not tend to dwarf the remainder of the show.”

Sam Johnson, Kids Brand Manager, JCB Consumer Products “We saw a positive mix of attendees (licensees, retailers and other partners) and our whole team was back to back with meetings on both days.

The timing of the show meant that we had the perfect platform on which to launch our major new strategic initiative for The Simpsons - Ladies of Springfield. This is the third year we have used the Screening Suite and it offers a very useful platform for us to present our portfolio of brands.”

Carl Lumbard, SVP & MD, Fox L&M Europe “Overall it was a very successful show for us.

We felt our stand and activity showcased our key brands, reflected our corporate brand, had real impact and buzz drawing in the crowds, resulting in numerous leads and deals being done on both days.”

Rob Wijeratna, Joint MD, Rocket Licensing

The show was extremely busy, there was a great buzz and good traffic.

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“I noticed a healthier balance between brand licensing and character/ entertainment licensing, and a number of companies who had returned to the show after a few years’ absence.

Olympia is an ideal location; flooded with natural light from the glass ceiling, the hall has a unique ambience that sets it apart from other shows. The timing of the drinks reception on day one was great, too.”

Ciaran Coyle, Managing Director, The Beanstalk Group “I thought it seemed more focused in terms of visitors. I had the impression the organisers worked harder on qualifying visitors so that in the main they were there to do business. It seemed pretty busy and most visitors seemed to be satisfied with the mix of stands at the show. I would still like the show to run over a third day.

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BRAND LICENSING EUROPE REVIEW LICENSING

“It would help, I think, in managing the flow of business particularly now there are more presentations within the show format. I think it would also be good to consider some kind of breakfast networking event for new companies that are visiting the show for the first time.”

Ian Downes, Managing Director, Start Licensing “We enjoyed a great show and were very pleased to be back at Brand Licensing Europe. We were visited by many retailers, licensees and new prospects and also took full advantage of the passing traffic which has all resulted in us feeling very positive towards the event. The stands this year looked very strong, with lots of effort being put into making this event the must-attend on our industry’s calendar.”

Clare Piggott, Vice President of Consumer Products, Nickelodeon UK

“We are all so lucky to be in an industry that can put on events such as BLE. We met with a broad range of buyers and marketeers from all key retailers and the Screening Suite was really well managed and well supported by licensees and retailers.”

David Binnie, General Manager, WBCP UK “This year’s show was extremely busy, there was a great buzz and good traffic. The traffic to our stand – scheduled and walk-ups – exceeded expectations.

Retail attendance was very good.”

Andrew Kerr, Exec Director, Consumer Products & Marketing, Entertainment Rights “It was as busy as usual for us and definitely a good show. Olympia is a good venue; it all works well and is a good place to showcase our brands.”

Alicia Davenport, DRi

41

“We missed day one, but day two was busy up to 3pm and then it tailed off rapidly. I would say that it was as busy as last year from what I saw, but still no Disney and no CPL. It’s a very good way of networking with old friends and contacts. We have about a dozen serious leads to follow up on.”

Neil Rodol, Commercial Director, Alligator Books “For Ignition, each year keeps getting better. We had a terrific show; lots of new contacts and a positive response to all of our brands. I think it was busier than previous years and the atmosphere seemed very buoyant despite the outside world news.”

Maggy Harris, Ignition Licensing “BLE 08 was the best yet. It was much busier than usual and there was a better mix of attendees – more retailers, more European licensing agents and more licensees. If it was three days long next year, that would be great.”

Caroline Mickler, Parthenon

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Iconic.

Inspirational.

Individual.

The London Television Centre Upper GroundCentre The London Television Upper Ground London SE1 9LT London SE1 9LT

Tel: +44(0) 20 7157 6189

Fax: +44(0) 7157 6228 Tel: +44(0) 20 715720 6189 Fax: +44(0) 7157 6228 Email:20licensinginfo@itv.com Email: licensinginfo@itv.com

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KIDS TV LICENSING

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Small screen smashers As we move into the prime time of the year for toy manufacturers advertising on TV, ToyNews takes a look at each of the key channels and what they can offer those companies who are looking to ensure they’re hitting the right audience, at the right times and during the right programmes…

NICKELODEON CHANNELS Nickelodeon: Target age group: 4-15

Nicktoons: Target age group: Boys 4-9

Most popular shows: iCarly, Zoey 101, H20, Drake & Josh, Ned’s Declassified School Survival Guide, Spongebob Squarepants, 2008 Kids’ Choice Awards and new Saturday morning show Ross Lee’s The Ghoulies.

Most popular shows: Spongebob Squarepants, Back at the Barnyard, Fairly Odd Parents, Yu Gi Oh GX and Avatar.

Average viewing figures: In a typical month 6.5 million viewers tune in.

Highlights for 2009?

A new animated series from Dreamworks and new live action comedies, plus new episodes of hit shows iCarly, H20, Naked Brothers Band and Spongebob Squarepants.

Special events?

2009 Kids’ Choice Awards

Nick Jr/Nick Jr 2: Target age group: Pre-schoolers (25) and their parents Most popular shows: Dora the Explorer, Go Diego Go, Wonder Pets, The Backyardigans, Super Why and Peppa Pig. Average viewing figures: In a typical month 4.9 million viewers tune in.

Highlights for 2009?

New pre-school animation Ni Hao KaiLan, What’s Your News, Olivia, plus new episodes of Dora the Explorer, Go Diego Go, Wonder Pets, Humf and Super Why. Special events?

Nick Jr’s Jump Up

Average viewing figures: In a typical month 4.6 million viewers tune in.

CARTOON NETWORK CHANNELS Cartoon Network: Target age group: 6-10

Cartoonito Target age group: 2-5

Most popular shows: Ben 10, World of Quest, Chop Socky Chooks, The Grim Adventures of Billy and Mandy, Johnny Test

Most popular shows: Go and Be A Grown Up, Fireman Sam, Baby Looney Tunes, Land Before Time and Hi-5.

Premium viewing time: 3.30pm-7pm

Highlights for 2009?

New episodes of Spongebob, Fairly Odd Parents and Back at the Barnyard.

Highlights for 2009?

Ben 10 Alien Force, Chowder, The Marvelous Misadventures of Flapjack, Batman: The Brave and the Bold.

NickToonsters Target age group: Girls 4-9

Cartoon Network Too Target age group: 4-11

Most popular shows: Rugrats, Hey Arnold and Wild Thornberrys.

Most popular shows: Shaggy and Scooby-Doo Get a Clue, Tom and Jerry Tales, What’s New Scooby-Doo, Xiaolin Showdown, Best Ed.

Average viewing figures: Launch in August, in the channel’s first seven weeks on-air, more than 1.1 million viewers have tuned in.

Premium viewing time: 3.30pm-7pm Highlights for 2009?

CG Garfield and comedy Best Ed.

Highlights for 2009?

The return of Rugrats All Grown Up. Advertising options available?

All relevant options from traditional spot advertising, through on-air sponsorship (such as Transformers sponsored by Argos and NickToons afternoons sponsored by Hornby Scalextrix), sponsored events (the 2008 Kids’ Choice Awards sponsored by Ubisoft Wii Sports Party) and competition spots, advertising funded programming (Bratz Design Academy) to online opportunities. Nickelodeon can also offer customised microsites, games and other applications to support partners’ activities.

Boomerang Target age group: 8-13 Most popular shows: My Spy Family, Life with Derek, Scooby-Doo, Blue Water High, Tom and Jerry.

Premium viewing time: 3.30pm-7pm Highlights for 2009?

CGI Fireman Sam and Hi-5 UK, a new version of the popular live action preschool series which originally launched in Australia.

Advertising options available?

Turner Media Innovations offers a full media consultancy service which includes consumer research and insight, sponsorship and promotions, digital media, creative execution and marketing. A range of advertising options are available to clients whether singularly or as part of an integrated campaign, and can include TV spot ads, interactive eTV games, red button, print, online and mobile. TMI can also offer advertiser funded programming opportunities, channel sponsorship and co-ordinated access to the Time Warner UK Advertising Council – whose members include publisher IPC and internet firm AOL – for cross platform promotions.

Toy firms already worked with/due to work with?

Bandai, Mattel, Hasbro, Spin Master, Lego, Character, Warner Bros, Paramount, Activision, Topps, Corinthian and Re:creation.

Premium viewing times: 3.30pm-7pm Highlights for 2009?

My Spy Family, Life with Derek and half hour live action sitcom The Latest Buzz.

Toy firms already worked with?

Nickelodeon’s sales house VBS has worked with toy firms of all sizes, from Mattel, Hasbro, Vivid, MGA and Character through Tomy, Bandai, Drumond Park, Hornby, Vtech and Lego, to Atomic Sports, Hama, RC2 and Thinkway Toys.

NOVEMBER 2008

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LICENSING KIDS TV

POP TV CHANNELS

DISNEY CHANNELS

Tiny Pop Target age group: 3-6

Playhouse Disney Target age group: 2-5

Target age group: Kids 4-15, core boys 4-9

Most popular shows: Timothy Goes to School was the top performing show, averaging 7,472 kids 4-15 across the period and 4,216 aged 4-9.

Most popular shows: My Friends Tigger & Pooh, Mickey Mouse Clubhouse, Little Einsteins and Handy Manny.

Most popular shows: Dinosaur King, Pokémon Battle Dimension, Power Rangers and Galactik Football.

Average viewing figures: In August, Playhouse Disney revealed its most successful performance ever in the UK, with the channel attracting over five million viewers (July 1st 2007 to June 30th 2008 across all homes based on a share of 0.2 per cent) per quarter since January 2008.

Average viewing figures: Since the start of 2008, Jetix has seen strong year-onyear growth in overall channel ratings (up 25 per cent). Jetix reaches around 1.4 million kids every month (16 per cent of all kids in multi-channel homes), with an average daily reach of 213,000.

Highlights for 2009?

Final 2009 schedule still to be confirmed, but highlights for this autumn include Timothy Goes to School, Rubbadubbas, Rainbow Fish, The Littlest Pet Shop and new show Loopdidoo.

Pop Target age group: 5-9 Most popular shows: Popcorn Wall E was the top show for Pop averaging 4,208 kids, followed by Old Tom with an average of 4,069.

Highlights for 2009?

Again, too early for confirmation on 2009, but for this autumn the big programme is Fraggle Rock. Other shows include Super Mario, Supa Dupa Sumos, Extreme Dinosaurs and Oggy and the Cockroaches.

Pop Girl Target age group: 7-11 Most popular shows: Saddle Club.

Highlights for 2009?

Big hopes for this autumn include Trollz, Ruby Gloom, High Flyers and Outriders.

Highlights for 2009?

New episodes of Mickey Mouse Clubhouse and Handy Manny will hit in the spring. In addition there will be a brand new show called Jungle Junction, which encourages children to think about finding their place in the world while also taking responsibility for caring about the natural environment.

Disney Channel Target age group: 6-14 The channel carries a mix of animation, live action comedies and TV movies, interspersed with UK-made interstitials.

The success of Disney Channel has led to an increased local production drive in the UK, supported by a new creative production hub in London, a new UK sitcom As The Bell Rings and, from May, Famous Five on the Case.

Most popular shows: Camp Rock, High School Musical and High School Musical 2, Hannah Montana and Wizards of Waverly Place.

KIX Target age group: 7-11

Highlights for 2009?

Current highlights include music programming KIX Mix, plus Beyblade, Transformers and Zorro Generation X, while Grossology is due this autumn.

NOVEMBER 2008

Highlights for 2009?

Two UK acquisitions: Total Drama Island, the firm’s first animated reality show, and action adventure comedy Huntik. Two co-productions: Kid vs Kat and Jimmy Two Shoes.

Advertising options available?

Jetix’s ad sales team specialises in developing tailored creative media solutions for toy advertisers which engage and interact with kids across several platforms.

Toy firms already worked with/due to work with?

Hasbro, Lego, Character, Mattel, Spin Master, Tomy, Bandai, Drumond Park, Meccano, Vivid, Hornby, Flair and K’Nex.

FIVE (MILKSHAKE) Target age group: 2-7 Average viewing figures: Year-to-date average for the weekday Milkshake block is 9.7 per cent share among children and 11.3 per cent among housewives with children. Daily average reach is 537,000 viewers; of these 32 per cent are 4-9 and 19 per cent are housewives with children aged 0-3.

Average monthly reach is 3.6 million.

Highlights for 2009?

New series of Roary the Racing Car, Bert and Ernie, Bottletop Bill, Animal Families, Play and Mist. Plus new series of Noddy in Toyland, Olivia and Mr Men.

Popular shows: Kong King of Atlantis.

Toy firms already worked with/due to work with?

All the major toy companies advertise on one or more of the channels, according to the firm – depending on the target market – while more companies are beginning to use the websites, with activity ranging from banners through to fully integrated pages within the websites. This autumn Disney has sponsored sections of programming. Flair is currently running activity with My Life on Pop Girl.

JETIX

Average viewing figures: The premiere weekend of Camp Rock saw 2.4 million viewers tuning in across the UK. This makes it the most successful nonsequel ever on the channel, surpassing HSM by 23 per cent and ranking number one in its timeslot for kids in all UK homes.

Highlights for 2009?

New Disney Channel original movie, The Cheetah Girls: One World.

Advertising options available?

Five offers toy firms the opportunity to buy space in and around the Milkshake strand on-air and online, as well as the opportunity to sponsor the whole strand, saying it is the only place that toy firms can target pre-schoolers on terrestrial TV. It also offers the opportunity for toy advertisers to sponsor its national theatre tour, which has already been seen by over 45,000 people.

Toy firms already worked with/due to work with?

Mattel, Hasbro, Tomy and Vivid.

BBC CHANNELS CBBC Target age group: 6-12 Most popular shows: The Sarah Jane Adventures, MI High, Newsround, Blue Peter, Bear Behaving Badly, Prank Patrol and Hider in the House.

Premium viewing times: 4.35pm on BBC1 to 6pm on the CBBC channel.

Highlights for 2009?

Half Moon Investigates, MI High, Blast Lab, Runaway, Steve Backshall’s Deadly 60, Sorry I’ve Got No Head, Bo and the Spirit World and We Are Family.

Cbeebies Target age group: 2-6 Most popular shows: In The Night Garden, Mister Maker and Charlie & Lola.

Premium viewing times: The Bedtime Hour, 6pm-7pm Average viewing figures: Weekly reach is approximately 48 per cent.

Highlights for 2009?

Waybuloo, Grandpa In My Pocket and Poetry Pie.

CITV Target age group: Spans pre-school, 4-9 and 8-12. However, core target audience is the 4-9 group.

Most popular shows: Captain Mack, Curious George, Horrid Henry, My Goldfish is Evil, My Parents are Aliens and The Worst Witch.

Premium viewing times: CITV transmits from 6am-6pm daily, with 6am to 9.25am being the GMTV block which is a simulcast of GMTV2 (but branded as CITV) and 9.25am to 6pm being CITV. Peak viewing time is between 3pm and 6pm weekdays.

Average viewing figures: Average daily reach (January to October 08) is 398,000 children, 261,000 of which are aged 4-9.

Highlights for 2009?

The channel will be launching a new pre-school show, Bookaboo, in early 2009. It will also boast returning series of popular shows such as TMNT and Atomic Betty, plus brand new animation Pat and Stan.

Toy firms already worked with/due to work with?

Both Mattel and Lego have sponsored blocks on CITV.

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SECTOR GUIDE PRE-SCHOOL

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Minor additions The vital pre-school sector continues to drive the toy market, with brands such as Peppa Pig, In the Night Garden, Lazytown and Fifi leading the way. ToyNews takes a look at what is coming up, but first, some NPD stats….

PRE-SCHOOL toys were worth around £350m in 2007 and have seen considerable growth in the last ten years with 25 per cent more products leaving the shelves.

Value sales on the other hand increased even faster driven by growth in the higher price points.

Whereas the consumer paid an average £8.69 for a pre-school item, nowadays it is closer to £11.25. The increased presence of pre-school electronic learning products, such as the V-Smile and the Leapster, have doubtless played an important part in

the price increase, but higher price point products were launched in other categories, such as pre-school vehicles, as well.

Another reason for the average price increase in pre-school could very well be licences. Licensed items are on average slightly more expensive than unlicensed and, while in 1997 only a fifth of pre-school revenue was generated from licensed products, ten years later it is closer to a third. The UK pre-school area is very competitive with new licences being introduced every year.

Top 10 Pre-school YTD August 2008, ranked by value 1 2 3 4 5 6 7 8 9 10

Peppa Pig Spaceship V.Smile Software Assortment Roary Friction Vehicles Talking Thomas Assortment ITNG Roll n Go Figures ITNG Ninky Nonk Vehicle Assortment Roary Die-cast Assortment Peppa Pig Classroom Play-set Dora the Explorer Laptop LazyTown Action Assortment

(source: NPD) Character Options VTech Vivid Imaginations Golden Bear Hasbro Hasbro Vivid Imaginations Character Options VTech Mattel

Some of the more successful recently launched include Dora the Explorer, Fifi and the Flowertots, LazyTown, Peppa Pig and Roary the Racing Car. For the year to date August 2008, the top seller in pre-school toys is Vtech’s First Steps Baby Walker, followed by Character’s Peppa Pig Spaceship. When looking at the top ten best sellers, eight out of the ten are licensed and In the Night Garden is the most successful with three items in the chart (Roll n Go Figures, Gazebo Shape Sorter and Ninky Nonk Vehicle Assortment).

Vehicles and figures/play-sets are the largest areas in the pre-school market with the key players in these two categories being Mattel, Character, Martin Yaffe and RC2.

When looking at the total pre-school market, Mattel is the leading branded manufacturer (source: NPD EPoS Retail Tracking Service YTD August 2008).

Concentrating on the 0-4 year-old age group (source: NPD Consumer Panel 2007), the amount spent on

Vehicles and figures/play-sets are the largest areas in pre-school with the key players being Mattel, Character, RC2 and Martin Yaffe. pre-school toys for girls is the same as that spent on boys. However, when looking at the plush market for every one pound spent on 0-4 year-old boys, three is spent on girls. In the outdoor/sports toy market this is reversed with 54 per cent of expenditure on boys. In terms of licences, year to date August 2008, nearly 36 per cent of pre-school toys bought for 0-4 year olds are licensed with Thomas and Friends being number one, followed by Peppa Pig. NOVEMBER 2008

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SECTOR GUIDE PRE-SCHOOL

JOHN CRANE 01604 774949

MATTEL

GoGo Toys’ Take the Happy Birds game is similar in concept to the Florist game and encourages colour matching and shape recognition. The four birds sit lined up on a perch and children have to try and match their bodies, tails, heads and wings.

Route Builder encourages fine motor development and matching skills when kids move the coloured shapes through a drilled wooden board to recreate the patterns they can see on the work cards.

The Dino Egg Counting game requires a steady hand to pick up the yellow dino eggs and deposit them in the space. Each portion is numbered and the correct number of eggs must be delivered. All housed under a clear perspex lid, the game works with a magnetic stylus.

Other toys in the collection include a magnetic Learn the Alphabet game, a Fantasy Bead Frame, Match and Sort and Colour Matching.

Building on the success of TMX Elmo, Mattel is set to launch the amazing Elmo Live. The new interactive plush features advanced technology and lifelike movement and mannerisms. His repertoire sees him sit down, stand up, belly laugh and sneeze and he’ll ask to be picked up if he falls down.

Mattel also recently launched the first collection of toys supporting The Mr Men Show. Fisher-Price has captured the antics of the cast in a launch toy line with a Mr Tickle feature plush, an assortment of 12 character mini plush, talking plush characters and collectable figures. A PR and marketing drive support the launch.

UPPER DECK 0118 929 8520

BRIO 01509 643850

Upper Deck is branching into preschool products for the first time.

The firm will launch the first in a line of innovative preschool products with a moving puzzle called Scrolly.

Scrolly is designed for small hands with easy to scroll wheels on each corner that move the images on a puzzle screen. The self-contained puzzle with no pieces to lose will feature pre-school licences, starting with Disney licences, Disney Princess, My Friends Tigger and Pooh, and Mickey Mouse Clubhouse.

The product is safe, strong and wipe-clean and aimed at children aged three plus with seven different puzzles to create. Scrolly will launch across Europe from March 2009.

Upper Deck will then launch Kikaboo!, a twist on a classic memory game featuring cards and 3D figurines hidden under cups that can be played in various ways. Kikaboo! will also feature Disney licences and is planned for launch across Europe in summer 2009 with a target market of boys and girls aged four years plus.

NOVEMBER 2008

Brio’s Classic Railway grew last year as parents and gift givers increasingly looked for quality giftable and collectable toys.

The Wooden Railway has new accessories such as the Rocky Mountain Tunnel. The Mega Crane can move loads with its magnetic grip and extendable arms. The Stone Quarry Loader can turn on the upper level to knock the stone from the train. The Crane & Funnel Load transfer cargo has a magnetic grip that moves up and down and the Fuel Tank Station’s tank can be filled by pressing its red button.

New Mickey Mouse Clubhouse and My Friends Tigger & Pooh ranges are bringing new consumers into the wooden sector. Brio wooden Stacking and Pull-a-long toys include both animal and vehicle themes.

01628 500000

The My Friends Tigger and Pooh pre-school collection remains a focus. The Super Sleuth Changing Tree includes missions, phrases and sound effects. Tigger has been brought to life in the form of Roll to the Rescue Tigger. Kids can use the remote control to make him roll around on his mission to solve mysteries.

The latest introduction for the Go Diego Go line is Diego’s Mobile Rescue Unit. New Dora the Explorer products include Dora’s Designer Dollhouse and the Prance and Fly Pegasus.

A major launch for Fisher-Price is the Wonder Pets collection. The line includes bath toys, plush and play-sets.

GREAT GIZMOS 01293 543221

Dough Crazy is designed to encourage open-ended creativity and imaginative play, creating make-believe worlds and exploring new colours, shapes, and textures.

There are four play-sets to choose from. Available with two or four tubs in either primary or pastel colours, the dough is ideal for modelling straight out of the tub, alone or mixed together to create new colours.

Also great for pre-school children is the Traditional Wood range filled with a host of conventional stacking and sorting toys including Colour Clock, Shapes Stacker, Counting Rings and Shapes Board among others.

The whole collection is made in traditional wood, finished in bright primary colours and is lacquered to provide a long-lasting polished finish.

Christmas drivers in the Fisher-Price infant range include the Amazing Animals Magic Motion Zoo and the Press ‘n’ Go Animal Parade. The Go, Baby, Go! line will keep infants moving with the new Crawl & Cruise Jungle featuring music and light rewards.

The Laugh and Learn range brings innovation to the infant category with the introduction of the Busy Day Table introducing young ones to French with bi-lingual activities.

The Kid-Tough Digital Camera now features a waterproof specification.

The camera will continue to be supported with a TV and PR programme, and there’s news for spring 09 with the introduction of the Kid-Tough Walkie Talkies. The Digital Arts and Crafts Studio has been recognised with a Gold Award in the Practical Pre-school awards Electronic Toys category.

Smart Cycle, a key item in the preschool electronic learning aisle, has also remained a focus for Fisher-Price with TV and PR support.

Little People includes autumn launches with the Spin n’ Crash Raceway and the Dance n Twirl Palace, paving the way for 2009’s 50th anniversary celebrations for the brand.

Imaginext Ocean Boa Adventure and Fire and Rescue Station play-sets will help pre-school boys act out fantasy adventures.

SPIN MASTER 08708 508408

Moon Sand continues to increase its market share of the reuseable compound market by more than double. Emphasis this year remains on the TV advertised Adventure Island Play-set, while the Diggin for Dinosaurs and Construction playsets continue to perform well in the market. 2009 will see new product development and range expansion supported by further TV ads, highlighting the new Royal Castle Play-set.

Yo Gabba Gabba is launching in January and Spin Master is launching character plush, collectable figures and play-sets to accompany the series.

Spin Master has secured the master toy licence in the UK for Noddy. Noddy in Toyland will air on Milkshake and Spin Master’s new toy range will include new and current character plush, collectable figures, play-sets and vehicles.

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•NEW Sets! •NEW Engines!

•NEW destinations!

•NEW track packs!

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SANTORO 01709 518100

TOMY

Fresh from Santoro’s Jeli Deli come two of the most cuddly monkeys you will ever meet. Retailing at £5.99 each, Cheeky and his girlfriend Miss Cheeky are perfect for little hands.

The toys are sold in units of eight (four of each design) and are suitable for age three and upwards.

The Jeli Deli is home to some wild and wacky animals. From monkeys to creepy crawlies, the Jeli Deli jungle has something to appeal to all kids and games etc can be found on the microsite www.santorographics.com.

Dance With Me Teletubby allows children to dance along to an upbeat version of the Teletubbies theme tune with Teletubbies who dance, blink and giggle. In ‘Musical Statues’ mode the Teletubby stops dancing at random intervals so children can play along.

Tomy’s new collection of soft toys are kinder to baby’s skin. My Natural contains 100 per cent natural cotton fibre and is made with a natural dye process called PureWaterWash. The range has been awarded the Oeko-Tek Standard 100 certificate.

Discovery Forget-Me-Not Photo Album is the first ever talking photo album which holds eight photos and allows messages to be recorded to accompany pictures. The butterfly shape, mirrored front cover and crinkly page tabs make this appealing to babies’ fingers and it can also stand up, doubling as a photo frame.

ROCKET 01757 269458

COILEDSPRING 08704 461515

Rocket boasts two pre-school classics that have graced living rooms for the past few decades – The House That Jack Built and Misfits. Despite these two games having been around a while, their entertainment value hasn’t waned. Both were given a new look this year and continue to prove as popular today as they were for game-players of yesteryear.

Misfits helps with co-ordination and combination as cards are mixed and matched to create crazy and colourful characters, while The House That Jack Built is a race to ‘build’ a house on the throw of a colourful die.

The Little Hands Card Holder from Coiledspring Games means children can now join in with a round of cards.

Turning what is often a real struggle into a delight, the Original Little Hands Card Holder helps young fingers get a grasp of this most difficult part of card playing.

This small plastic gadget means gameplay is easy for all the family, ensuring all ages can join in the fun.

Players simply push cards gently into the holder where they stay until needed.

The lightweight card holder has a chunky blue handle, enabling a full hand of cards to be kept upright and, most importantly, out of sight of other players.

Alternatively, for card playing on the move, take the Deluxe Card Holder Set. With two Little Hands Card Holders, the set comes complete with a child friendly pack of cards plus an ideas book containing the instructions to 15 card games.

All housed in a brightly coloured tin carry case with handle, the Deluxe Card Holder Set makes a smart companion for any journey.

020 8722 7300

Discovery Dome Deluxe is an interactive playhouse. Each wall has activities to develop manual dexterity and introduce colours, shapes and numbers. Connect & Sounds Thomas allows kids to connect Thomas to Annie, Troublesome Truck or Jet Engine to hear engine sound effects. De-couple to hear more sounds.

Stamp n Draw Tigger has an AquaDraw pen with two stampers.

Rainbow AquaDraw includes a pen, paintbrush pen and stamps.

Aqua Fun Bathtime Whirly Washer is a washing machine that attaches to the side of the bath. It comes with accessories including mini clothes, washing basket and a drying rack.

Whistle & Go Thomas is a new way for kids to activate and control Thomas with a whistle. Aqua Fun Action Rescue Centre is a split-level activity centre with rescuer, diver, shark, helicopter and boat.

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CHARACTER OPTIONS 0161 633 9800

Character’s pre-school range now includes the Postman Pat Special Delivery Service licence.

In January 2009 Character will launch a range of Postman Pat products including articulated figures, push along vehicles and plush. Products will also include the Post Office, Ted Glen’s Garage and the new Special Delivery Centre building. Vehicles will comprise of Pat’s Van, Ted Glen’s Truck and a Special Delivery Service Helicopter.

The range will also include 12” Plush, activity sets, a drive and steer vehicle and bathtime playsets.

Meanwhile, Peppa Pig’s success continues. Additions to the Shapes and Alphabet Knotwud range include a host of play-sets and vehicles such as Peppa Pig’s Push Adventure Buggy, Peppa Pig’s Aqua Splash play-set with working slide and Peppa Pig’s Moon Landing play-set.

HALSALL 01253 778888

From wheeled and outdoor toys, to roleplay, wood and musical toys, Halsall has the pre-School market covered.

Based on the number one and two large dolls brands from Zapf Creations, Halsall has Baby Annabell and Baby Born wheeled toy ranges. With many items cleverly incorporating a baby carrier seat, children can take their doll everywhere they go.

The range includes bikes, trikes, scooters, skates, protection and even a battery operated motorbike and side car and sports coupé car.

Featuring the instantly recognisable brand graphics, the Baby Annabell wheeled toys also feature a cute detachable ‘lamb’ bag, based on the doll’s own favourite toy.

For pre-school boys, Halsall’s range of Roary the Racing Car wheeled toys and inflatables are competing for pole position. A Roary Racing Car singleseater ride-on, based on the star of the

show, provides pre-school fans with their first driving experience, with steering and reverse functions.

For inflatable fun, Halsall provides a Big Chris Pool with watery ‘petrol pump’ shower, a Slip n Slide Race Track Water Slide complete with racing car play mats, a three Piece Pool Set, Ball Pool and Bouncy Castle.

Meanwhile, Halsall continues with its range of Fifi and the Flowertots wheeled toys and summer inflatables. All featuring the floral character that preschool fans will instantly recognise, new items include the musical Beauty Parlour Dressing Table and the Garden Party Musical Ride-On which features a scene of moving 3D characters, as well as musical sounds and phrases.

Dora the Explorer has become an established brand and Halsall provides a top selling range of Dora the Explorer Musical and Wooden Toys for little ones to explore.

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WOW TOYS 020 7381 2302

Wow’s pre-school range features toys created to be safe, durable, fun and educational with each toy having different modes of play. Harvey Harvester and Penny’s Pooch ‘n’ Ride, both new for Christmas, have been designed to provide a variety of activities that support and develop hand/eye co-ordination, action/reaction, social skills and imaginative role playing. Features such as friction and wind-up motors and mechanical winches eliminate the need for batteries.

The toys are supplied in window box packaging and product information such as developmental benefits and instructions are clearly marked. Boxes also contain an environmental play starter, designed around the recycling narrative. Wow support retailers with a range of POS aides, designed to link the products and interact with buyers.

Harvey Harvester retails at £19.99, Penny’s Pooch ‘n’ Ride at £10.99.

LE TOY VAN 020 8979 2036

Le Toy Van has launched a set of three painted wooden creative wooden play-sets including oven and hob with pizza and baking and breakfast sets.

The toys are designed to appeal to boys and girls and each set includes a range of accessories.

Exclusively designed in the UK, Le Toy Van role-play toys stimulate real play for naturally developing key skills. The collection includes traditional toy concepts such as castles, fortresses, ships, dolls houses with accessories and farmyards.

Le Toy Van has taken the traditional wooden toy concept one step further by applying new paint finishes to give each product enhanced detail.

The firm distributes the enormous collection of PAPO figures scaled to the environments. Lines include: knights, fairytale, pirates, fantasy, domestic animals, plus wild and woodland.

NOVEMBER 2008

GOLDEN BEAR Golden Bear has extended its pre school toy range with a new wooden collection. 2008 has also seen the firm join forces with JCB to produce the first My First JCB talking vehicles collection.

The range is aimed at ages 12 months and over and centres on bold and bright chunky vehicles. Characters include Joey JCB and Rex Roller with friendly faces, flashing lights, articulated features and phrases.

Hana’s Helpline is another new preschool licence for Golden Bear with a range of plastic and plush toys. The talking soft toy collection includes Hana and four other characters.

The Telephone Play-set folds out to reveal the office scene from the programme. Hana and her three friends have articulated legs and the set includes a filing cabinet, desk and chair.

The play-set folds into a pink phone; press the buttons to hear five phrases.

The firm has also added new products to its Charlie & Lola range.

The new wooden range features the Wooden Playhouse Play-set with Kitchen theme, with accessories and characters. Change the scene to a park or bedroom with the Playhouse Accessory Packs.

A wooden Balancing Game, Alphabet Set, Dominoes Set and Numbers Set have also been introduced.

Chattering Charlie and Lola is the new plush addition. Press Charlie’s

MARTIN YAFFE

New lines in the Born to Play Little Princess range include the Castle Playset, Talking Plush and Beanies. The existing range has been promoted throughout 2008 by a retail tour run in conjunction with Little Princess author, Tony Ross and John Lewis. The Little Princess herself also appeared at Fenwick’s and Harrods to promote the range. New products for S/S ‘09 include the Greenhouse Play House and themed beanies.

New products from HIT licences Bob the Builder and Fireman Sam will be rolled out throughout 2009 and have been developed in line with the new CGI programming. New locations, characters and vehicles will be

01952 608308 hand and watch as the two interact.

The Colour-in Lola doll wears a plain white dress that can be decorated with the pens and drawing stencil provided.

The most recent additions to the Talking Thomas and Friends range are Billy, Whiff and Stanley. Each engine has seven phrases.

The Deluxe Drive Away Activity Centre includes an activity playmat.

Following the track, Thomas encounters obstacles, including a tunnel, swing gate and lighthouse.

Thomas Step ‘n’ Learn Playmat is an interactive floor mat with four modes; numbers, find, colours and names, plus over 55 phrases. The Crash ‘n’ Bang Talking Thomas Play-set allows kids to pull Thomas back and watch him as he crashes into obstacles. Billy, Whiff and Stanley have also been added.

Golden Bear’s Peppa Pig range includes a Bath-time Play-set. The Peppa Step ‘n’ Learn Playmat and Peppa Pig Draw and Drive complete the line.

01706 717 800

introduced through the new series.

Born to Play recently announced a new collaboration with Fisher-Price, for the design and manufacture of a new outdoor play collection for toddlers and preschoolers, launching A/W 08 and beyond.

The Grow With Me wheeled range will be the first to hit shelves, followed by the Farm Play-set, which is being produced in Born to Play’s UK-based roto-moulding manufacturing facilities.

With many features, including a rocking horse, hen barn and slide, the Farm Play Set is the first in a collection of large roto moulded items which are produced by Born to Play under the Fisher-Price brand.

VIVID IMAGINATIONS 01483 449944

Vivid has launched three new Fifi and the Flowertots plush toys. Party Time Tots bean toys include Fifi and her friends, Violet and Primrose (£5.99).

Huggable Princess Fifi wears a special princess dress and her movable arms mean she can hug back (£9.99). Ring O Roses Fifi will have everyone singing.

Hold Fifi’s hands to hear her sing.

Turbo Talking Roary recognises which direction he is pushed in. Hear him talk as you move him in different directions.

Roary Bubble Racer combines cars and bubbles. An adjustable handle allows kids to walk along trailing bubbles.

Vivid has expanded its Disney traditional plush. The explorers from Little Einsteins are available as 8” and 10” collectable plush (£5.99 & £9.99) and as Dress up June, helping little girls practice getting dressed (£13.99). Kids can also collect Bolt the superdog and his friends in 8” and 10” sizes.

TRENDS UK 01865 893235

Corporate Creative Licensing (CCL) has licensed Trends UK to produce soft toys and puzzles for Toddworld.

ToddWorld is the Emmy nominated animated children’s TV series based on the best-selling books from author Todd Parr. The show focuses on the adventures of a young boy named Todd and his friends, all in a world full of colour, humour and quirky charm.

Here in the UK, ToddWorld has enjoyed a very successful run on CBeebies where scheduling is now secured until 2012.

Trends UK will produce an exciting range of puzzles and plush for ToddWorld featuring its main characters Pickle, Benny, Sophie, Stella and of course, Todd himself.

Lee Clowes, head of international sales at Trends, says: “We are very excited to be teaming up with CCL to licence ToddWorld. We see significant potential in this charming property.”

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BRIO Railway Widest Collectable Range

Trusted Brand Profitable Margins Great Value Price Points

Contact BRIO Ltd, 12 The Office Village, North Road, Loughborough, Leics. LE11 1QJ

Tel 01509 643850

Fax 01509 262099

www.brio.co.uk

info@brio.co.uk

Fantastic New Wooden Pre-school Toys Available Now

Trusted Brand Widest Range Profitable Margins Excellent Customer Service Support

Contact BRIO Ltd, 12 The Office Village, North Road, Loughborough, Leics. LE11 1QJ

Tel 01509 643850

Fax 01509 262099

www.brio.co.uk

info@brio.co.uk

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FLAIR 0208 643 0320

Flair has launched a range of creative products, featuring children’s character brands. Postman Pat Special Delivery Service is new to the portfolio with a Fun Dough Set providing early modelling play. The set contains over 15 pieces including tubs of dough and moulds.

Peppa Pig and In the Night Garden feature in many of the firm’s creative sets incorporating the characters from the shows. The Fold and Go Easels offer a wealth of opportunities to get creative. The double-sided easel has both chalkboard and wipe-clean drawing board and comes complete with colouring pages, marker pens, crayons and chalks. The Flair Create pre-school line also includes Stampers, Magnetic Tins and dough sets.

MECCANO

Meccano is introducing new models into its Kids Play range created to deliver robust construction play for children aged two years and above.

With an assembly system specially designed for younger children, the range features big bolts, large screws and flexible and strong pieces.

Two new characters – a Caterpillar and a Ladybird – join the menagerie of models. Both new sets have from seven to 14 parts to build one model and will be available from spring/summer 09 priced at £6.99.

A new Kids Play Large Assortment will also be available from spring/summer 09. Featuring a Snake, Butterfly and Penguin, each set builds

DKL

01604 678 780

The Corolle dolls range encompasses traditional and modern dolls for babies and pre-schoolers through to preteens. Babicorolle dolls are suitable from birth. Made with the plushest fabrics they are soft to touch and exude nurture appeal. The range includes bunnies, babies with soft bodies, rag dolls and fun comforters.

The Mon Premier range is suitable for children aged 18 months and upwards. Calin and Tidoo dolls in this range are ideal for role-play. Both Clain and Tidoo Dolls can be positioned into baby poses, and Tidoo can be bathed and will even drink. The dolls can be paired with beautiful accessories, including a high chair and swing.

Wonderworld has created wooden toys to stimulate a child’s developmental needs from birth to six years. The vehicles collection helps

01844 278888

three models and is priced at £7.99.

The Rabbit and Dog sets (£9.99) allow children to successfully construct three bold and bright cartoon-like characters. Also still available for 2009 is the Snail set (£12.99), which contains parts to build a giant snail on wheels along with two other toys by clipping, twisting and screwing parts together.

Other pieces in the collection include a licensed Noddy car and a tractor set that also builds a figure and a trike. All of the easy-to-build sets in the range contain flexible and strong parts, a set of eyes to give personality to the characters and a step-by-step coloured assembly instruction leaflet.

stimulate imagination and independent play.

For children age three plus, Wonderworld has a range of wooden work benches and tools. The Work Bench N Box is a compact work bench complete with accessories which can be flipped over then turned into a carry along tool box.

Viking Toys also offer a host of vehicles and trucks for young children.

Its product portfolio of plastic vehicles is ideal for playgroups, nurseries and pre-schools. They are available in a variety of sizes and colours, from Super trucks to Mini Chubbies. All suitable for both indoor and outdoor play, the toys are also dishwasher proof.

New this year is the Super Fire Engine and The Recycling Wagon which will ignite imaginations and stimulate inventive role-play scenarios.

HOPSCOTCH

The Hopscotch range includes over 40 costumes and more than 30 different animal hats.

All Hopscotch own label clothes are made in England and are washable, hard-wearing and comfortable. The clothing range is supplemented by various accessories, which are bought in from a number of suppliers.

There are costumes for both boys and girls, with some unisex. The Hopscotch chef comprises traditional blue and white gingham check trousers, a smart cotton drill jacket, necktie and hat.

The guardsman includes a red jacket with gold buttons, belt and bearskin and for girls the nurse and fairy godmother skirt are key items.

A line of furry all-in-one outfits are also available. The kangaroo comes complete with Joey in the pouch.

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FIESTA CRAFTS 020 8804 0563 Meet The Family Popov from Fiesta Crafts are five soft stacking Russian dolls that nest inside each other.

Encouraging a child to develop key skills, the Family Popov features Mum, Dad and three children – a boy, girl and a squeaking baby.

These high quality soft fabric Russian Dolls with a difference allow preschoolers to stack, sort and count.

With Family Popov, the dolls’ bases easily stack to enable little ones to build them into a tower and they can be used as hand-puppets too.

Furthermore, each member of the family has an easy-to-read number design so they also act as an introduction to simple counting games.

The Family Popov represents just one of a collection of soft and wooden preschool toys from the firm; each uniquely designed and attractively packaged for bright and eye-catching displays in-store.

020 8696 1313

The green dragon with red trim and the lion are all made from fake-fur fabric. A dinosaur made in cotton is also available.

Hopscotch hats sets are available in a range of themes including Three Little Pigs, Red Riding Hood and Three Billy Goats Gruff. Goldilocks and the Three Bears complete the hat sets, but other animals, such as giraffes, monkeys, tigers and cows are also available.

The Halloween collection offers vampire cloaks alongside witch capes.

All made in satin with contrasting linings. The vampire cloak also doubles as a magicians cloak.

For Christmas, Nativity robes and Mary, Joseph, Shepherds, Angels and the three kings can be sold separately or in packs. The ox, ass and sheep are part of the hat range.

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HASBRO

Playskool’s Kota the Triceratops is over 40” long. Pre-schoolers can sit on Kota and a hidden handle and spring-loaded seat add to the ride. The dinosaur can move his head, eyes, tail, horn and mouth and reacts with dinosaur roars.

Helmet Heroes allow kids to live out dreams of being in hot pursuit with Traffic Cops or dashing to a fire to douse flames. Ideal for pre-school role-play, the realistic looking helmets come complete with siren sounds, lights, microphones and a hand held steering device.

The colourful In the Night Garden: Upsy Daisy in Her Bed and Playmat playset comes complete with the three main characters from the show – Igglepiggle, Upsy Daisy and Makka Pakka. Simply fold out the fabric mat, place your characters in the gazebo on the bridge and watch it light up and play a tune.

Igglepiggle’s best friend Upsy Daisy loves her bed. Now fans can own their very own Upsy Daisy and Her Bed. Place Upsy Daisy in her bed and as it gently rocks her to sleep, her eyes will close.

Then, when Upsy Daisy wakes up, little ones can have hours of fun chasing Upsy Daisy’s bed as it runs around.

RE:CREATION 0118 973 6222

Re:creation’s Pix Junior is a durable digital camera for kids aged three and over. The rubber guarded casing protects the camera, which features a colour LCD screen, 1.3 mega pixel resolution and built-in auto flash. The camera stores up to 50 pictures with a SD/MMC card slot to give up to 1GB extra storage.

It includes a USB cable and Disney Pix photo effects and editing software.

020 8569 1234

The new Lullaby Gloworm is designed to help babies with the transition from busy time to bedtime. Just give Lullaby Gloworm a hug and the face lights up.

Also features six lullaby tunes.

The colourful Tonka: Speed ‘N’ Go Funway racetrack was designed specifically with toddlers in mind. A whack of the bumper gets the track spinning and sends one of the two cars down the track. Also features a winners circle and car storage area.

Dance Cam is loaded with 18 children’s songs and you can dance along with the Digger the Dog and the gang. The camera lets kids watch themselves dancing on their TV through an easy to use unit designed with small, young fingers in mind.

Busy Basics Elephant is a squeezable blue elephant featuring eight different activities – soft crinkly ears, a squeaker, a clicking dial, a rattle on his nose and a mirror on this foot among them.

Play Doh Magic Swirl Treat Shoppe allows kids to make and decorate sweet treats. Also features a sprinkle maker and a range of Play-Doh themed accessories.

TREASURE TROVE

Treasure Trove has been named as the exclusive distributor in the UK and Ireland for evergreen equestrian collectable brand, Breyer. The deal is the culmination of 12 months of focused activity for the firm, in order to reshape the Treasure Trove offering.

Breyer has a considerable following in the UK and Ireland and, most importantly, significant growth potential for existing and new stockists alike. The Stablemates range at £2.99 is a year round collectible for girls.

The rest of the pre-school offering is based around the Quercetti, Scrunchbucket and Didicar Brands has been significantly strengthened. Over the last year, the firm has added the Superstructs and Popoids pre-school construction lines, and the new

RC2

GREEN BOARD GAMES 01494 538999 Green Board Games’ bestselling BrainBox range has introduced a new version of the game with My First BrainBox. The game is illustrated and packed full of bright colours and shapes to engage children’s imaginations and help them learn.

Suitable for ages four and above, My First BrainBox is a memory recall game, which can be played by two or more players. Each player takes it in turns to view their card for ten seconds and is then quizzed from a question on the reverse of the card, with the question decided by the roll of a die. The player with the most cards collected after ten minutes of play wins.

My First BrainBox is ethically manufactured and made from 70 per cent recycled cardboard.

Launched to coincide with the release of the new movie from HIT Entertainment, The Great Discovery, RC2 has introduced the expandable Morgans Mine playset into its Take Along Thomas collection.

The three-level, 35-piece set includes an exclusive Stanley character and the company will be supporting the product with a TV and print campaign alongside PR. Learning Curve has also launched Take Along Bob the Builder and new for this year, Nickelodeon Take Along Dora and Diego. The sets include a Dora Dome Blister assortment, and themed Dora Castle and Dora Adventure play-sets.

New Bob the Builder dome blister packs have also been introduced into a high volume market segment for the second half alongside a Bob Winter Special set.

The Thomas Wooden Railway System includes new characters,

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01285 762039

Plastwood World product range.

In January, the company took on SES Creative and is now introducing the Grow-A-Heads product. Just add water and watch their ‘hair’ grow.

01392 281900 destinations and play-sets from series 1100 this year. The hero play-set is the 40piece Pirates Cove Set. New Britains Big Farm includes a collection of farm vehicles with lights and sounds. The tractors and trailers come in red, blue and green and are 1/16 scale.

Choose from a John Deere 6930S, New Holland T7060 or Case IH Puma 210 Tractor. Team with a Bulk Tipping Trailer around for a country combo. The John Deere 6830S, New Holland T7050 and Case IH Puma 195 Tractors come with dual wheels and fully functional and detachable front loaders.

Launching into ELC and Toymaster for autumn 2008, the new Caring Corners brand will include the Mrs Goodbee Interactive dolls house.

Ten additional figure packs are available, each incorporating a doll and accessories. With light-up and interactive features, the dolls house also includes a good deeds garden where good behaviour can be rewarded with stickers. Some stickers can be used to unlock games on www.caringcorners.com.

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HIPPY CHICK 01278 434440

LEAPFROG

Planx are sets of identically dimensioned strips of wood that can be used to construct anything from simple towers to highly precise and complex structures.

Planx is a truly ‘green toy’ with environmentally friendly wooden blocks crafted from pine trees grown in managed plantations. It is suitable for ages three and upwards.

A guide that comes with the toy offers step-by-step instructions on how to create core structures such as spirals, columns, foundations and supporting plinths. As children see how easy it is to create more impressive structures by building on these general principles, their confidence grows.

Playing with Planx can improve hand eye coordination, dexterity and balancing skills in the very young and promote creative play. It stimulates the mind and helps to develop a mind-set of discovery and invention.

Fridge Phonics features magnetic letters that talk and sing when placed into the reader, teaching children the first important skills for early reading.

Children can spell out words on the fridge, or place a letter in the reader to hear its name, its phonics sound or a song. The toy has now been refreshed into the shape of the sun, as research suggests this is the most popular picture for children to draw and put on the fridge.

Fridge Words allows children to discover how letter phonics sounds blend together to form words. It challenges young learners to build over 325 three-letter words using their knowledge of letters and letter sounds.

The magnetic letters talk and sing.

SCHLEICH 01279 870000

LEGO 01753 495000

Schleich’s Wild Life collection is home to all sorts of animals – from forest favourites to the truly wild animals.

There are African Elephants, a Black Rhino, Lions and Tigers and a Hippopotamus to name but a few.

Accessories include fencing for creating feeding grounds, to a whole host of trees and plants everything is there to enhance the realistic habitat that each animal would normally be living in.

Also available is the Animal Nursery, which is the perfect addition to Schleich’s Wildlife play-set creating the perfect base for organising jungle safaris and watching the animals feed, sleep, play and hunt.

Schleich is supporting the line with PR and attractive point of sale to increase brand awareness attracting new and existing collectors.

NOVEMBER 2008

The Fire Station (retailing at £39.99) comes with a fire truck with accessories, trailer and working sirens. Also included are three Duplo figures and a dog.

The Circus, meanwhile, retails for £34.99 and comes with three Duplo figures a horse, monkey, elephant and lion. The show includes a trapeze act and a cannon shot.

Dino Vally features cavemen and dinosaurs for £34.99.

It includes three Duplo figures, a triceratops with her infant, a pterodactyl with infant and a T-Rex.

01702 200244

There are three modes of play included. Letter Hunt introduces letter names and sounds through songs; Word Builder explores letter combinations to create words; while Word Hunt mode encourages spelling and then replacing the letters to make rhyming words.

MARBEL

Marbel’s Plan Toys pre-school range has expanded once again and has built upon its expansive portfolio of preschool toys for 2008.

The new ‘Twisted Blocks Set’ can be twisted to create different shapes. The toy allows children to design and build, while developing perception and problem solving skills. Playing with blocks encourages children's imaginations and artistic skills as well.

The new ‘Percussion Set’ can be played any way a child likes. Each wooden disk comes with an easy to hold handle and makes a different noise when hit with the provided mallet, shaken or simply smacked together like a set of cymbals. The set comes with a stand to easily display instruments.

Dancing Alligator, Solid Drum, Activity Clock and Sorting Train are still

VTECH

01235 555545

V.Smile continues to be a major contributor to the electronic learning product market and the TV Learning System has been boosted by a recent reduction in price. The introduction of the Cyber Pocket has been launched with a £10 money back offer to consumers.

Licensed products account for an increasing percentage of pre-school sales and two new additions are already showing strong sales for the firm. The Wall.E Learning Laptop and the Lightning McQueen Learning Laptop are proving popular choices amongst consumers.

Kidizoom was the number one selling pre-school camera in the month of August. VTech is investing in a television advertising campaign to raise awareness of the brand. A seven-week campaign from October to the end of November will target children via channels such as Nick Jr, Milkshake and GMTV2. The campaign will deliver an estimated 912 kids 4-7 TVRs across the UK and Ireland and an estimated 3.8 million children will see it.

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in the catalogue. The Plan Toys range is developed to improve basic skills, including dexterity, motor skills, spatial perception and hand eye co-ordination amongst others.

All products use preservative-free, replenishable rubber wood and are painted with nontoxic lacquers and finishes.

The existing Marbel range includes the Seven in One Activity Centre with abacus, blackboard, alphabet and shape sorter. The Melody Mix leads the way in musical fun and learning. The Busy Bench is another stand out product, with several functions to captivate and entertain.

The ride-on and push along products are also a core pre-school range for Marbel. The Baby First Drive will grow with the child and help them bridge the gap to walking unaided.

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Spring Fever Now that Christmas ranges have been finalised, it’s time to look forward to the spring/summer ranges and products to be revealed at Toy Fair in February. ToyNews takes a sneak peak at what’s in store…

TOMY

Tomy is set to launch K’Nex in January 2009. In addition to the core line, some key new products will be introduced in the spring, building to a strong autumn/winter programme. The emphasis is on collectability, with prices starting around £1.99 and many sets giving consumers the opportunity to collect and combine creations into ‘mega builds’.

Tomy will continue to build the AquaDraw brand. In the Night Garden and Magic Roundabout will be added to the Mini Mat business, while Thomas & Friends and Disney Princess will have new introductions. Peppa Pig will join the Stamp n Draw category.

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Tomy is partnering with Disney on a new Nemo range of baby and infant toys from spring. The new range includes baby plush items, including a snugglie, ring rattle, mini plush and chime ball and collectable bath squirters.

Tomy’s Thomas Track Master line will be extended with six new characters in the engine range - Billy, Whiff, Hector, Proteus, Flora and Hank. New destinations and accessories will also join the line-up, including the new Sodor Engine Wash and the Mountain of Track.

Thomas pre-school will include the Tomy Thomas Rock ‘n’ Roll Guitar. With two interactive modes, each with six tunes, the line will be supported with TV.

SPIN MASTER

Tech Deck’s mini extreme sports replicas range includes detailed 96mm boards, ramps, stairs and quarter pipes so that fingerboarders can create customised skateparks to practice their ollies, nose grinds and 360° (£4.99-19.99).

The boys’ action toy, Bakugan, which took the US by storm in early 2008, arrived in October with a blaze of activity happening in kids magazines, a roadshow visiting 18 shopping centre locations around the UK and its TV slot on Cartoon Network.

The range – consisting of Bakugan Brawlers, Trading Cards, Collectable Figures and Arena – exploded into stores and the order books were closed

HASBRO

Monopoly Deal turns Monopoly into a card game. Players collect three property sets, but watch out for cards such as the ‘Debt Collector’, ‘Forced Deal’ and ‘Deal Breaker’.

Battleships is reinvented with a hexagonal battlefield and vertical design.

The new Connect 4 has two play modes. In popout mode, players can ‘pop out’ a

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early due to popular demand from retail.

2009 will see the Bakugan range expanded with the addition of more special edition Battle Brawlers and Collectable Trading Cards, Collectable Figures, Launchers and Accessories.

Air Hogs, meanwhile, continues to thrill with its innovative collection of vehicles and flying toys.

The Micro Zero Gravity will continue into spring, with more TV advertising.

The F18 will make its debut and other new Air Hogs lines will be introduced during the year.

Moon Sand, Yo Gabba Gabba and Noddy in Toyland will round up the preschool offerings from the company.

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checker from the bottom row. In pop 10 mode, players start with a full grid and pop them out from the bottom.

Playskool Hatchling Dinos are small, animated plush dinosaurs that walk and roar. Clipo Hippo has a drop slot, free-rolling wheels and tactile surfaces.

It comes with 20 pieces.

Chuck and his Wheel Pals On-the-Go Play-set comes with a soft vehicle and storage for extra vehicles.

In the Night Garden Easy to Dress Upsy Daisy comes with a skirt that flips up, as well as accessories including flowers, a daisy bracelet, shoes, a handbag, mirror and poseable hair.

The Spaghetti Factory will be added to the Play-Doh range, allowing kids to create pretend spaghetti, linguine and ravioli with Play-Doh-licious toppings.

Press Play-Doh Coco-Nutty Monkey’s tail to make him clap and mould fruit or grow hair and a tongue. Featuring three moulds, a tiki torch mould accessory and Play-Doh compound.

Create alien shapes with The Martian Matter Alien Lab and place them on the light-up dissection table to perform experiments. The play-set comes with alien moulds, dissection tools, Lunar Lava and Meteor Mud compound.

Baby Alive Better Now Baby teaches kids to care for her using the thermometer and ‘magic’ medicine spoon. The Walking Pup responds to touch by walking and barking and even sniffs his bone.

My Little Pony So Soft Newborn has two themes: feeding and bathing – choose from Cheerilee and Sweetie Belle. The Newborn Cuties Rainbow Dash Crib, which opens up to reveal a bedroom. Ponyville Salon is a hair salon that lets users create five hairstyles for ponies.

The Littlest Pet Shop Teeniest Tiniest Deluxe play-set includes four pets and accessories. Littlest Pet Shop VIPS 2.0, meanwhile, is a virtual world. Find a code in each pet’s collar.

Nerf Switch Shot Ex-3 is two blasters in one with an air-powered, foam-dart blaster that converts into a controller for the Nintendo Wii. Nerf CS-6 is a kit to build a blaster with five interchangeable parts. Other features include a flip-up sight for aiming precision and a dual-mode light beam.

Based on the new Transformers Animated series, characters span two ranges. The larger Voyager line includes more battle features, while the Deluxe range includes projectiles. Based on Spider-Man Spectacular are new characters Doc Ock, Venom and Electro.

There are also Spidey figures to collect.

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BANDAI New to the Power Rangers Jungle Fury range in 2009 will be the 12.5cm Sound Fury Figures. Each of the rangers (Tiger, Jaguar, Shark, Elephant and Bat) is fully poseable and comes with a shock sensor sound feature.

The new Jungle Fury Cycles have three modes of play – Cycle Mode, Attack Mode and Bite Mode. Each Cycle is also equipped with missilefiring action and includes a fully poseable Power Ranger action figure.

Combine Cycles to create a larger vehicle.

The Solar Morpher range includes three clip-on Ranger shields allowing kids to morph into the Jungle Fury Rangers – Red Tiger, Blue Jaguar or Yellow Cheetah. Includes action sounds and Ranger phrases.

Featuring aliens from the brand new Ben 10 Alien Force series, each of the 10cm Alien Collection Figures are supplied with a card with information about the alien and its planet. Also included is a transparent mini figure, which can be used with the Ultimate Omnitrix (sold separately).

The Ultimate Omnitrix looks just like Ben’s new evolved Omnitrix and features lights, sound effects and alien voices from the TV show.

Attach the mini-transparent figures from the 10cm Alien Collection figures (one included, others sold separately) to the face of the watch to unlock the

VIVID IMAGINATIONS

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aliens’ light and sound effects. Includes transparent Swampfire figure.

The Ben 10 Alien Creation Chamber transforms five different alien body parts into never-before-seen alien creations simply by twisting the dial. Includes 4 x 6.5cm Creation Chamber alien figures, as well as recipe cards to create new alien combinations.

ESDEVIUM Esdevium has gained UK distribution of Rocket’s range of board games, which will be available from early 2009.

With competitive price-points and attractive margins, the board games have broad year-round appeal and hark back to classic family favourites.

The likes of Blow Football, Mousie Mousie, Tell Me Quiz, Multipuzzle,

NOVEMBER 2008

Floundering and Car Capers offer impulse-purchase opportunities for consumers.

Meanwhile, the larger boxes – such as Coppit, Misfits, The House That Jack Built and Flying Hats – provide retailers with complementary opportunities to present their customers with an eye catching range.

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RC2 Animal Hospital on Location is heading to Australia in 2009 with a new nurturing play pattern – feed and wet.

With price points from £4.99 to £19.99.

Vivid is supporting it with four new TV advertised lines and 600 TVRs. Crayola and Disney team up to launch new arts and crafts products in Spring 2009. Disney Cars, Princesses and Fairies will be the first season’s titles.

Products include Colour Wonder and Colour Explosion, with the markers only showing up on the special paper. Disney Fairies Colour Fillz lets users create mosaic pictures using Model Magic, the light, bright, quick drying modeling clay.

Other products include Colour By Numbers and Giant Colouring Pages.

Price points range from £3.49 to £9.99.

The eagerly awaited Star Trek film is

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released on May 8th 2009, with the product range launching from April 17th.

This features figures, role play and playsets with prices ranging from £6.99 to £49.99.

Dinosaur King is due to launch on GMTV in 2009. The product range features collectable figures, battling spinning tops and electronic role play with prices ranging from £5.99 - £19.99.

DreamWorks Pictures’ Monsters Vs Aliens is an animated action-comedy due on April 3rd 2009, with the brand launch supported by 320 TVRs. The range features bendee’s, action figures, playsets and role play.

After the success of Wall-e, Vivid will be launching new characters in the figure assortments for spring. This will be backed by a TV campaign of 200 TVRs.

RC2 is introducing two new Take Along Bob sets into its collectable range. The Bob and Lofty Race to Work set is a full sized racing set. It features three floors of play with lights, real motor sounds and Scrambler and Lofty vehicles Bob’s 10th Anniversary set features Bob and his Can Do Crew of Scoop, Lofty and Muck in Sunflower Valley. Each character has a special silver hat and tenth anniversary logo and comes with an exclusive tenth anniversary collector card.

Following the introduction of the Mrs Goodbee Interactive Dolls House under the new Caring Corners brand umbrella, RC2 will be adding further sets and accessory packs in early ‘09

01271 336155 and will also launch the new Outdoor Adventure range in July.

The new 1/32 Britains R/C John Deere 7920 Tractor for Q1 2009 is the first replica 1/32 scale R/C tractor to be launched by the firm.

Boasting digital proportional speed, LED headlights and front flashing lights and operating at 27 MHz, the engine emits sounds with a rear back-up beep and horn. Comes with working rear fender lights.

Able to transmit up to 60ft via the portable handset, the radio control comes complete with 9.6v battery pack and recharger.

Each set is supplied with in-depth instructions and safety guide.

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LEGO

Lego’s first half product line-up for 2009 will be led by the new Power Miners line. Launching in January, Power Miners will have year-round marketing support including a full PR campaign focused on the childrens’ press, online marketing, Lego Club campaign and in-store promotions.

Power Miners features a team of miners that dig into the Earth’s crust and encounter half-rock/half-crystal monsters. The range features collectible vehicles and mini-figures and monsters.

Elsewhere, the new Bionicle theme is Glatorian, with six ‘tribes’ based on different elements (fire, water, ice, rock, jungle and earth). The new line features a shootout action game to encourage social play. The range launches in January. Also added to the line-up are six smaller Bionicle figures, designed as an impulse purchase.

VTECH

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The Indiana Jones range continues with two new sets based on classic film sequences – Fight on the Flying Wing and Shanghai Chase.

Lego Star Wars additions, meanwhile, include the Republic Attack Shuttle, Darth Vader’s TIE Fighter and Clone Walker Battle Pack.

A new feature for the Racers line-up are unfolding racetracks which are built into the packaging. There are four major themes in the Tiny Turbos line – Formula 1, Stock Car, Rally and Desert racing. New pull-back Power Racers include Ferrari Victory, Monster Jumper, Extreme Wheelie, Blue Sprinter and Race Rig. Lego City Power items feature a bulldozer, Construction Site set, FrontEnd Loader and Dump Truck, while Lego City Farm includes a Tractor, 4WD with Horse Trailer, Combine Harvester and top of the range Farm set.

CORINTHIAN Each year brings a new addition to the In My Pocket family and 2009 is going to be no exception, as Corinthian canters into the girls’ market with the introduction of Pony In My Pocket.

Pony is a natural progression for In My Pocket and lends itself to the collectability factor that makes In My Pocket a success, as there will be over 20 different breeds.

As with previous In My Pocket releases, there will be a variety of blister packs covering the different size Ponies, including Newborns and Mums and Babies, with prices ranging from £3.99 to £5.99. Corinthian continues to demonstrate commitment to the sub £10 price range.

01494 462640 The play value element to the Pony In My Pocket toy line-up for spring sees a Pony Stable and Pony Show Jump being introduced, both priced at £11.99. These play-sets open up to reveal a themed area and accessories and come with exclusive Pony families. Completing the range is the Pony Salon at £17.99, which is a fold away carry case featuring grooming accessories and two Pony Mum figures.

Corinthian will also be unveiling new features to the collectable ranges for Puppy and Jungle In My Pocket, including furry, double flocked figures and Newborns with colour changing nappies. This refresh will be on show at Toy Fair.

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RAVENSBURGER

VTech’s biggest product launch since V.Smile is due at the beginning of 2009.

V-Motion is a motion-activated educational video gaming system for three to seven year olds. It utilises the latest technology to provide children with an age-appropriate version of the musthave gaming technique of the moment.

V-Motion plugs directly into the TV allowing children to play using a motionactivated, intuitive wireless controller. VMotion will be bundled with an Action Mania Learning Game, which includes activities like racing, bobsled and tennis. Seven additional software titles, including Dora the Explorer and Wall.e, will be available on launch, with more titles planned for the rest of the year.

Each Learning Game encourages active gaming while giving kids’ minds a workout too. V-Motion is also compatible with the V.Smile Learning Games library.

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V-Motion has won three major awards in the US to date. In the UK, launch plans include a TV campaign in the run up to Easter and PR. VTech also hopes to strengthen its position with 13 new VTech Baby products. My First Light-Up Camera is aimed at kids from 12 to 36 months to scroll though images and numbers and learn with the camera. The Spin and Explore Steering Wheel attaches to pushchairs and features a chunky ignition button, car sound effects and animal sounds.

The Lullaby Teddy Projector can be programmed to play music and project light effects onto the ceiling.

The firm will also be launching four new pre-school products. The Light-up Learning Phone will introduce three to six year olds to ten occupations and will also teach numbers. My Laptop will also be updated.

2009 marks the golden anniversary of Ravensburger’s matching pairs game, Memory and the firm is lining up a series of PR activities to support the game in its 50th year.

To ensure the popularity of Memory endures, must-have character licences have been paired with the game. 2009 is no exception, when Star Wars Clone Wars will appear on the game, timed to coincide with the start of the TV series next spring. Also new to Memory is Power Rangers Jungle Fury, the latest chapter in the franchise.

In addition, Disney Fairies Memory is likely to be a big seller, following the release of the Disney Fairies film on DVD this winter. The Disney Princess Memory is another popular choice, with heart-shaped cards.

The company will be putting the hot property Ben 10 on two puzzleballs next season. Boys can choose either a 60 piece or 96 piece puzzleball featuring action hero Ben 10. Like all the spherical puzzles, both products

01869 363800 can be displayed once completed or taken apart to build another day.

With Manny the woolly mammoth, Sid the sloth, Diego, the sabre-toothed tiger and Scrat returning in Ice Age 3 next summer, Ravensburger has created a range of products featuring the lovable pre-historic characters.

The range will include an Ice Age 3 96 piece puzzleball, a mammoth shaped floor puzzle, a three-in-a-box puzzle set and an XXL 100-piece puzzle.

With Noddy celebrating his 60th birthday in 2009, there is certain to be a lot of publicity around him which, in turn, is likely to drive consumers towards products that feature him.

Ravensburger is introducing a new Noddy Playtray for 2009, which joins its existing range of Noddy puzzles.

Bob the Builder also celebrates a major anniversary next year – his first decade. Bob will appear on new fourin-a-box and two-in-a-box puzzles alongside its wide existing range of Bob the Builder puzzles.

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HALSALL For tween girls, Halsall will be launching a range of Hannah Montana outdoor toys and wheeled toys, protection and a dress-up mirror.

Also new for girls is a range of Disney Fairies outdoor toys.

The summer line includes a trampoline, outdoor toys and games such as the Fairies Hide and Seek and Forest Target Games, as well as inflatables such as a Pixie Dust Forest Pool and Enchanted Water Slide.

Halsall has linked with Peppa Pig to launch a collection of prams, strollers, accessories and patio set.

The company is also extending its Barbie range for 2009. Following the theme of ‘nature and nurture with Barbie’, will be a walk-in Greenhouse complete with potting table and a Wheelbarrow Set with watering can, spade and fork. Outdoor play items will include a new Barbie Tennis Trainer, a Five-in-One Target Game Set and a Patio Set. Building on the existing Fifi and the Flowertots range, new spring/summer lines include a Bean Bag Target Game, Hide and Seek Flowers Game, Giant

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Garden Ludo and Round the Garden Play Mats and a walk-in Greenhouse with potting table. New wheeled toys include a Trike, Scooter and 10-inch Bike.

Halsall has developed new outdoor toys and games designed to recreate Roary the Racing Car’s world. The Silver Hatch Thrills and Spills outdoor game

provides a race around the play mat track. Also new is a Garden Race Track Set, a Five-in-One Target Game and Bean Bag Throwing Mat. New additions to the JCB range will focus on inspiring imaginative, construction themed play. The company will introduce a Pneumatic Drill, Circular Saw and Power Chain-Saw. For realistic R/C play, there’s a new scale replica R/C GT Dump Truck and Digger featuring lights, sound and motion. New wheeled lines include a Convertible Lawn Mower Sit n Ride and a 10” Bike with lights and sounds.

The Scooby-Doo range will be extended to include a Tennis Trainer in Case and a Three Wheel Scooter with Scooby sounds in both boys and girls designs, as well as a girls Mystery Machine Ride-On with sounds.

Finally, Halsall offers a Wall-e ThreeWheel Scooter featuring graphics of the robot. For older children, the firm will introduce versions of its consistently popular lightweight folding Micro Scooter in Batman and Gogos Crazy Bones designs.

MATTEL

March 2009 marks Barbie’s 50th anniversary. The birthday campaign includes Barbie’s fourth spring movie release, Thumbelina. The core range will be a focus for the brand, with new reality launches including Barbie Beach Bike and Clean Up Pup. New mini range Petites Club will extend with older fashion-themed offerings, while hairplay doll Rapunzel will be key within the fantasy princess line.

The Barbie portfolio will be supported by a six-figure TV campaign

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RE:CREATION 0118 973 6222

Following the success of Gelli Baff, Re:creation is adding the Slime Slide to the Horrid Henry rage. Now Henry and his purple hand gang can get extra messy with this 15ft Slide.

The slide has a Splash Pool at the end and includes Geli baff Goo for slippery/mucky fun. The slide shoots out water to create a water tunnel/arches and is light weight and easy to assemble.

Horrid Henry is among the highest rating kids programmes on ITV’s terrestrial broadcast block, peaking in June 2007 with a 20.9 per cent audience share across all kids channels.

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with constant TV presence from January through to June.

Continuing the partnership with Disney, further growth from High School Musical will include the launch of new characters, fashion and music from the third movie. The Hannah Montana toy line will be extended and a new Camp Rock range will launch.

Polly Pocket will see new products including the Stylin Stackable Courtyard and collectable stores. Polly will be supported with TV presence from

February to June, a CITV sponsorship programme, girls press advertising, PR and a designated website, currently boasting 250,000 registered users.

My Baby introduces the Scoot So Cute crawling doll, alongside technology-full toddler doll Baby Knows.

Marketing support will include the extension of the new My Baby parentfocused website and a marketing campaign.

From Radica Girl Tech, Sugar Cubes will bring an interactive dimension to accessorising. These mini electronic cubes are programmable with initials and include accessories to help girls create all kinds of jewellery and trinkets.

Password Journal is set to introduce an iPod socket to enable girls to use their favourite tune instead of password to unlock their secrets. Both items will receive TV and PR support.

For boys, innovation from Hot Wheels this spring includes the Colour Shifters transform vehicle play. The 1:64 scale vehicles change colours in warm and cold water. Unique memory paint ensures the paint job stays true.

TV driver, the Colour Shifter Blaster play-set brings the colour change action to life in the form of a customisation station. Also from Hot Wheels, the Trick Tracks range goes prehistoric for spring, with the introduction of Jurassic track sets.

Cars continues to be a focus with two TV driver play-sets for spring. The Tractor Tippin Track set enables fans to

recreate scenes, while the Minis Race n Rescue Playset is the first to feature Red the Fire Engine features obstacles and launcher.

Screature is a lifelike beast that uses an infrared sensor to sense and attack his prey with a squirt of water.

Top selling game, 20Q, is set to get off to a strong start in 2009 with the launch of a major marketing campaign incorporating TV, PR and online activity.

The company will capitalise on hot licences in 2009 with the launch of Camp Rock, High School Musical 3 and Disney/Pixar Cars DVD board games.

Nick Jr’s Wonder Pets will be brought to life with a range of toys from FisherPrice including figures, bath-toys, playsets and plush. A campaign featuring press, TV and PR will support the launch. High profile autumn launches The Mr Men Show and Elmo Live will continue to receive support throughout spring.

Little People’s 50th anniversary celebrations get underway in 2009 and the spring launch of Kid Tough Walkie Talkies build on the success of the Digital Camera. The set of two walkie talkies are sturdy enough for preschoolers and work from a distance of 300’. Pre-school boys line Imaginext also remains in focus with TV throughout spring.

Fisher-Price will also introduce Turbo Fill Blasters, featuring a unique easy fill base enabling pre-schoolers to fill up in under ten seconds without pumping.

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MARTIN YAFFE Born to Play moves into 2009 with a new licence for Ben 10 and new products for existing licences. New inflatable products include a 16” Playground Ball, a 9” PVC Ball, 4” Foam Ball, which is available in two designs and an Inflatable Chair.

Power Rangers wheeled products featuring the new Jungle Fury theme will also be launched alongside a Fold Up Chair.

A new High School Musical 3 furniture range will include a Fold Up Chair and Fold Up Sofa. For younger children, there are additions to the In The Night Garden, Little Princess and Fisher-Price ranges.

The In the Night Garden Inflatable Sand and Water Play Centre includes a watering can, spade, fork, sand moulds and Igglepiggle’s Boat.

Also available is the Boat Rocker, a replica of Igglepiggle’s boat complete with red sail.

The Little Princess Greenhouse Play House – which is based on the Greenhouse in the show – comes with a range of accessories including watering can, plant pots and tools. New to the plush range is a set of three beanies including

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GIBSONS

Gilbert, Little Princess and Scruff and four assorted themed beanies which feature the Little Princess character in different outfits including a nurses uniform, pirate outfit, rain coat and her usual dress.

Rounding up the pre-school products is the Fisher-Price Farm Playset. Children can crawl through the house, go down the slide, sit on the horse, collect eggs from the hen house and water flowers. The Fisher-Price Teeter Totter Tractor Rocker with turning steering wheel encourages imaginative play.

Gibsons is launching a range of National Trust jigsaw puzzles in January 2009.

The puzzles will reflect the diversity of the work of the National Trust and will include imagery of the vast collection of property, landscape, wildlife and coast line that the organisation is responsible for.

There are currently three million National Trust members in the UK.

UPPER DECK Following the success of Yu-Gi-Oh! GX, Yu-Gi-Oh! Trading Card Game is evolving once again with the introduction of the brand new Yu-Gi-Oh! 5D’s extension.

The new TV series of the same name launched in the US this September and there are plans to launch it across Europe from spring 2009. Upper Deck has already released Trading Card Game products containing 5D content including a Starter Deck and several themed booster sets. The new 5Ds content is proving popular with both existing and new Yu-Gi-Oh! fans due to the new ways to play and the many new monsters for kids to collect and play with.

From January 2009, Upper Deck will introduce the first products showing characters from the Yu-Gi-Oh! 5Ds TV series, giving children a preview of the characters and an insight into the new TV show. A marketing campaign to introduce the characters and TV show to the UK market is currently being planned for spring 2009 and will ensure that YuGi-Oh! remains as the UK’s number one trading card game well into 2009.

Spring 2009 will see the global launch of a brand new boy’s property and animated TV series, Huntik Secrets and Seekers. Huntik is a joint venture between Big Bocca and Rainbow SpA

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The range will include 250-piece puzzles which will be presented in an attractive CDU making an ideal gift, as well as the more traditional 1,000-piece puzzles (retailing at approx £5.99 and £10.99 respectively).

Gibsons will also be releasing a new range of children’s puzzles to complement its existing collection of adult puzzles, of which there will be over 50 new titles in 2009.

0118 929 8520 and Upper Deck International will be launching the Huntik Trading Card Game from March 2009.

The Huntik storyline features a group of Seekers who travel the world to find powerful spirit-warriors called Titans to help them battle against the evil Organization and its sinister mastermind, The Professor.

The trading card game will consist of themed decks featuring Huntik missions and adventures as seen in the TV show. The product will be fully interactive and contain Super Rare and Ultra Rare cards to collect, as well as cards that contain passwords.

Password cards will allow children to unlock content on the official

website, www.huntik.com, and get the full Huntik experience.

Aimed at children aged six to 12, the first season of the show has already been sold to over 30 countries for TV and deals are currently being finalized in the UK for broadcast in spring 2009.

It will be launched with a Starter and Booster set containing a Learn to Play DVD and Huntik episode in every Starter Deck. Further sets will then launch in summer and autumn 2009.

The game will be

supported with a fully integrated marketing campaign across TV, print and online media from launch, as well as organised play and retail support.

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SMOBY

Having secured UK distribution for the Big ride-on range in October, 2009 is set to be a big year for outdoor toy specialist, Smoby.

With over six million sold worldwide, Big is renowned for its robust ride-on Bobby Car, which has seen massive success especially in Europe.

The Big range also comprises original licences such as Porsche Boxster and Mercedes SLK, as well as a selection of tractors, campers and helicopters.

In addition, following consumer research, Big has introduced a tough Big John tractor, which incorporates chunky tyres, trailer couplings and a manoeuvrable front shovel, which is designed to look and move like the real thing. For girls, there’s the new Big Camper – an up-to-date pink camper van, which has been designed in conjunction with Hymer, has a removable roof to allow for play with

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dolls, which then transforms into a great ride-on. The Big Seesaw Helicopter incorporates turning rotor blades and blue flashing lights.

Smoby’s outdoor collection doesn’t stop at vehicles, it will also be adding to the range of slides and play houses, with the U Turn Slide.

190cm in height, the slide does exactly what it says on the tin – twisting and turning 180 degrees.

Sticking with slides, the Mega 2 in 1 slide is set to be a hit as it grows with the child – from a safe single slide suitable from two years to a mega wave slide for older children.

Finally, rounding off Smoby’s outdoor play collection is the Duplex two-storey house. At two metres tall, the Duplex house has an upstairs and downstairs and also features a barbecue area, a dining table with stools, a conservatory with blind and a front door with electronic chiming doorbell.

JOHN CRANE The first quarter of 2009 will see an abundance of new items from John Crane, from wooden puzzles to small world play that promotes early learning and vocabulary.

New from Branching Out will be Pocket Money toys, nursery favourites, tricky puzzles and small world play.

The Acorn Garage has three tiers and plenty of space for cars to be fixed and filled up with petrol from the pumps onsite and there’s even a car wash.

FLAIR

Spring heralds a Village Square theme, plus a caravan holiday for the Sylvanian Families, while the Gormiti range continues to grow with more collectable figures and play-sets from Series 2.

The springtime themes from Sylvanian Families are always supported with TV advertising at half term and Easter, window kits and in-store support, and 2009 will be no exception.

The Applewood Department Store will be the focal point of the Village Square Theme. The two-storey building features over 100 accessories. It can be adapted and extended by adding the new Starter Home, Applewood Cottage, (also available in spring) creating living

01604 77 49 49 GoGo Toys, John Crane’s newest acquisition, will further bolster its collection with the addition more educational puzzles.

The Labyrinth Puzzle sees the magnetic technology of Learn the Alphabet and Dino Egg Counting taken to new levels of skill and dexterity.

This maze-like puzzle will perplex toddlers as they use the magnetic stylus to guide playing pieces around the board.

0208 643 0320

GREAT GIZMOS 01293 543221 Great Gizmos has new range of craft products including more fairy themed items and new science kits.

Fairies have always proved a popular theme and new for spring are two products that bring fairies, craft and home décor together: My Very Own Fairy Memo Board and My Very Own Fairy Mobile.

The first fantasy-themed kit enables girls to create their own fairy memo board embellished with ribbon and flowers. It comes complete with different shaped memo cards for putting reminders on.

My Very Own Fairy Mobile is a fairy themed hanging mobile.

The Green Science Kits range also has a number of new additions.

67

quarters above the store. The Village Square has many other shopping related play-sets, available at different price points, including the new Flower Stall, refreshed Shoe and Sweet Shops and the Maces Family – the aptly named family of mice who run the department store so efficiently.

A second new theme for Sylvanian Families is based around a new mid-price play-set – The Caravan. This retro styled home on wheels unfolds to reveal an interior. A completely new family, The Golden Labradors, will arrive in spring.

Gormiti series 2 launched last autumn with a new range of collectable 3D figures and play-sets.

The new rock-shaped Cavern of Roscamar, home to the People of the Earth, features moving platforms, hiding places and a working catapult.

Lords of the Tribes 5 Figure box is a gift item for the Gormiti collector, whilst the new Gormiti Magic Eggs have exclusive figures from Series 2 buried deep within them. Finally, Magnetic 12cm figures and the fully poseable 22cm Light and Sound Figures will add a new dimension to the brand.

Flair Create has a new Disney themed collection that will delight young girls aged 5+ and features all the major Disney licences including Disney Princess. Play-sets and craft kits have been developed that perfectly match each theme such as Disney Princess Beadazzles.

This is a creative accessory kit from which girls can create Disney Princess inspired accessories such as a wand, tiara and a beautiful Princess mirror.

Each bead is threaded through the frame of the item to create a dazzling effect.

Other new ranges from Flair include boys’ collectable Dino Froz, feature plush, collectable figures and Animal Rescue play-set for Disney’s new film release Bolt, additions to existing brands and the revival of the iconic Slinky.

NOVEMBER 2008

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SECTOR GUIDE SPRING & SUMMER

www.toynewsmag.com

MV SPORTS

MV is looking forward to 2009 with wheeled toy licences including Ben 10, In the Night Garden and Thomas & Friends.

In the Night Garden is probably MV’s most innovative wheel toy category.

The collection of ride-ons and wheeled toys includes award winning sit and rides, trikes, bikes, scooters and skates incorporating 3D moving characters, music and features from the show. The Igglepiggle range includes a fluffy rucksack and the new Upsy wheeled range features a 3D character.

Barbie wheeled toys are boosted with the launch of a new Beauty Secrets range. A unique concept in wheeled toys, each individual product

RUSSIMCO

Since its launch earlier this year, the Ecotronic toy collection from Russimco has provided retailers with a green alternative to traditional battery operated toys.

Now almost one year on, there is a host of new characters for spring.

The Ecotronic torch collection is the first part of this brand to be extended, with new zoo and farm animals to be added. The beauty of the eco-torch is that no matter how much it is used, it can never run out of power. No batteries are required to make this torch operate, just a simple squeeze will get it going – lighting up its face and producing a bright beam.

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0121 748 8000

incorporates a bespoke ‘on-board’ beauty accessory.

Hot on the heels of the Ben 10 range comes an expanded offer for 2009, spearheaded by the award winning Monster In-line Scooter which comes complete with nine monster figurines.

The range also includes a 14-inch and 16” bikes, skateboard, inline scooter, triscooter, 10” bike, speedster trike and safety accessories. Look out also for two film ranges featuring Transformers 2 and G.I Joe. For pre-schoolers the trio of Thomas, Bob and Fireman Sam will continue to grow the category, which is joined by new ranges in the form of The Mr Men Show and Puppy In My Pocket with authentic collectable puppies.

01278 723 450

The new spring eco-torches feature Pig, Dog, Cow and Chick, while the zoo animals will feature Monkey, Penguin, Panda and Tiger. Unique Gekopak boxes, which are totally recycled and biodegradable, make up the packaging for all toys in the Ecotronic range.

The new eco-torches are just a taster of what’s in store from Russimco for spring 2009.

The company’s highly successful Retro Games range will also see a selection of new titles inspired by the traditional parlour games of yesteryear.

A good example is Magnetic Fishing, which is illustrated and packaged with authentic designs.

MARBEL Marbel is launching a new range of wooden ride-on products for early 2009.

The range features five products, which are designed for different age ranges each with two different colour variations.

The Quad Ride-On followed by the Pedal Trike and then the Walk Me Motorbike and, finally, the Debut Scooter each will help develop children’s physical

CREATIVITY INTERNATIONAL 2009 will see the launch of more licensed craft kits from Creativity International and building on its Art Attack craft kits are the new Mister Maker Craft Toys.

Building on the Mister Maker range which launched in Asda this September, with in-store activity and personal appearances by the TV show’s star Mister Maker himself, Creativity will launch new craft toys for other

01208 873123 development across a wide range of ages.

The I’m Toy produced products are manufactured from sustainable rubberwood and finished with non-toxic and preservative free colours.

The full range of new products for 2009 will be launched on the Marbel website (found at www.marbel.co.uk) before the year is out.

01384 485 550 licensed characters including Bob, Thomas and Pingu and other licences which suit the brand.

The new Mister Maker show on Cbeebies is a new pre-school TV series aimed at helping children develop artistic skills. It is not only stimulating to watch but also educational.

The Mister Maker kits will include badges, puppets, animal scenes and pop-up cards.

NOVEMBER 2008

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SECTOR GUIDE SPRING & SUMMER

GOLDEN BEAR

01952 608308

UNIVERSITY GAMES Golden Bear has acquired the nursery rights for In the Night Garden. The new collection will be targeted at babies from six to 18 months old with an emphasis on entertaining while developing basic skills.

The range will include a combination of fabric and plastic products, all based on the delightful whimsical characters and graphics from the programme. The nursery items comprise of travel toys, teethers and activity toys.

The firm will also be launching a wooden Peppa Pig range in 2009.

Based on Peppa and her family, the

INTERPLAY The My Living World collection from Interplay is an award winning nature series which brings the outdoors indoors. The range is bolstered by a strategic TV and PR campaign.

A recent gold award for the collection at this autumn’s Good Toy Awards is testament to the work and research that has been put into My Living World.

Ant World was the forerunner of the range and allows an insight into the world of ants.

The kit is clean and safe and kind to the ants.

A watery world of science can also be discovered with the Triop Volcano Kit. Pre-historic Triop pets can be hatched from a tiny dot and grow to 4cm in a matter of days.

My Living World is to benefit from a marketing campaign in spring involving TV advertising for the first time, as well

NOVEMBER 2008

collection will reflect story themes from the animation such as Grandpa Pig’s Boat and his train.

The introduction of the My First JCB range will continue with a new collection for 2009 which will be extended to include Mini JCB Pull Backs based on the existing characters and a new character called Freddie Fastrack.

The Talking Thomas and Friends range will continue with competitive price points for spring/summer.

In addition, the Charlie and Lola and Hana’s Helpline ranges continue to expand into 2009.

University Games is introducing its line of Rainbow Ribbons to the UK market.

Kids of all ages can create eye-catching swirls, loops and squiggles with the ribbons. They are available in two different lengths, 2m and 3m, are supplied in cases of 36 units and can be supplied in a wooden display.

The low price point makes it ideal as an impulse item at the cashier or around the store.

01473 834444 Rainbow Ribbons are popular with girls who like to twirl, dance and do rhythmic gymnastics. Gymnastics has long been one of the defining sports of the Olympics and it was no different this year in Beijing with the Russians twirling and swirling their way to gold. Take advantage of the rising popularity of rhythmic gymnastics with this toy which challenges the imagination and also keeps kids active.

01628 488344

SCHLEICH as a strategic public relations campaign. The Technokit collection also has new kits for spring.

The Solar Powered Rainbow Maker and Solar Powered Butterfly Kit are colourful additions, which harness the power of the sun and daylight to bring rainbows and colour to a child’s room.

The Wildlife collection from Schleich has a wide range of different animals including a Zebra family, Black Rhinos, Gazelles, Giraffes and a collection of Meerkats among others.

Also new to the range are additions to the Farm Life collection. Fresh additions for spring include Pigs, Cows

01279 870000 and Calves, as well as additions to the best selling Horses range.

In addition, UK retailers which stock Schleich will now be receiving even more support in the form of new display units and point of sale materials that show the product in a modern and effective manner.

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1-5 February 2009 NEC Birmingham UK www.springfair.com

Make a date for Spring Fair International 2009 â&#x20AC;&#x201C; the UK's largest toy show offering traditional toys, toys for gift shops, costume and dress up Over 200 toy exhibitors including: BBC Worldwide Character World Golden Bear Products John Adams Trading Co Keel Toys Margarete Steiff Moulin Rotty Mumbo Jumbo Toys Paul Lamond Games Rainbow Designs Ravensburger Ravensden Rubies Masquerade Russ Berrie Starcase Smiffy's Tobar Zap

Book your place now at www.springfair.com For visitor enquiries phone +44 (0)870 3146 200 or email visit@springfair.com For exhibitor enquiries phone +44 (0)20 7728 4267 or email sales@springfair.com

The worldâ&#x20AC;&#x2122;s brands and buyers in one space

Zeon Tech See the full list of exhibitors at springfair.com

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Dedicated monthly retail coverage

Retail Only News • Data • Opinion

Wow Stuff launches in-store concept

High Street Page 76 In-store promotions, price watch and Counter Insurgent…

Firm unveils interactive, multimedia Science Museum toy areas in High Street stores...

by Katie Roberts WOW STUFF has partnered with a range of retailers in a £2.7 million deal. Retailers already signed up include Harrods, Woolworths, House of Fraser, Fenwicks and Hamleys, The distributor launched a video demonstration system with Debenhams last year to promote The Science Museum toy brand. Content on the screens is changed remotely from Wow’s head office to suit weather, stock outs, promotions, etc.

This deal is set to be extended with the new in-store concept.

To date, the Debenhams activity has driven an increase in sales of 500 per cent per square foot compared to

retailers that simply display the product on shelf. The new store-instore concepts build on this system, using larger screens in the areas, branding and demonstrators to bring the toys to life.

An academy has been set up to train 200 demonstration artists and staff will be employed to work across the stores in the run-up to Christmas.

The first store in Harrods opened on September 12th and took Wow Stuff six months in planning with the store’s buyers. The area includes larger screens, moving from 26” touchscreen to 42” LCDs and running off Mini-Macs.

MD of Wow Stuff, Richard North, said: “We’ve added two full time demonstration artists to the area and the early results from week one have already beaten our forecasts significantly with the weekend’s sales increasing from £500 to just under £4,000, an increase of 700 per cent.”

Last of credit insurers pulls out of Woolies Another of the retailer’s big three credit insurers withdraws cover amid ongoing concerns

by Katie Roberts FRENCH-OWNED Coface has withdrawn its cover to Woolworths’ suppliers, following Euler Hermes and Atradius, which had already pulled out.

Woolworths confirmed Coface had made the move, about the same time that Atradius also pulled out of its cover for EUK, Woolworths’ entertainment distribution network.

None of the big credit insurers now cover suppliers of Woolworths’ High Street retail business, and Euler Hermes remains involved only with EUK. Woolworths said in a statement: “The Woolworths Group continues to work closely with suppliers and credit insurers in what is clearly a

Charts Page 77 This month’s retail charts feature: WH Smith, Amazon, Toys R Us, The Entertainer, Mail Order Express and Hamleys

New products Page 78 On their way this month are offerings from Winning Moves, Freeline Skates, Hasbro and Siku…

difficult environment for the retail sector as a whole. The Group is comfortable with its position.”

The problems faced by Woolworths have even sparked trade media

reports that Asda could be forced to buy EUK if the distributor, which provides the retailer with many of its entertainment products, falls into serious trouble.

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RETAIL SCENE LUTZ MULLER

American beauties The fashion doll sector is struggling in the US, but Mattel’s Barbie seems to be holding its own, according to Lutz Muller’s latest research…

BARBIE IS HOLDING its market share in the US. This is both good and bad news. Good news because for the first time in many months we are not seeing an erosion of Barbie’s position. The bad news is that the entire fashion doll category is heading south at a double-digit clip.

According to my retailer panel sellthrough data, the toy market in its entirety performed as follows: In the third quarter, the individual toy categories were very mixed – dollar sales compared to the third quarter 2007 (see figure 1).

Fashion dolls Action figures Diecasts and vehicles Board games Pre-school Construction Electronic learning All others

Figure 1

– 15% +5% 0% + 5% + 3% – 2% + 2% – 15%

Figure 2

Figure 3

As we can see, Fashion Dolls as a category performed badly.

Assuming the fashion doll market is composed of four contenders – Barbie, Bratz, Hannah Montana and High School Musical, it is interesting to see how their shelf space share changed over the months between May and September in Wal-Mart, Target and Toys R Us (See Figure 2).

NOVEMBER 2008

According to the sell-through data generated by my retailer panel, this is how market shares evolved (See Figure 3). The trends are very clear and similar to the shelf space metrics – Barbie steady, Bratz down, Hannah Montana sharply up and High School Musical moderately up.

In terms of website traffic, the picture is similar. First, Barbie Girls,

Mattel’s much vaunted website and the secret weapon to get the teenagers back to Barbie (see figure 4). Basically, it is the same picture as we have seen with retailers – pretty steady since the middle of this year.

Now, looking at Barbie’s main competitor, Bratz (see figure 5). Bebratz.com started off strongly but then fell of a cliff. The only spike was at the end of last year during the Christmas spurt.

The other two, Hannah and HSM, continue to have minimal web traffic.

Are there any drivers in the offing that could change the equation? The first aspect to look at are movies – Hannah Montana’s movie Best of Both Worlds was released in February this year and had a positive effect on its market share growth.

Bratz: The Movie, released in August, on the other hand, was less of a success. Compare the box office receipts – $65 million for Hannah Montana and $10 million for Bratz.

There are only two new movies coming out presently – one is for High School Musical, entitled Senior Year, (due on October 24th) and Disney has made the movie the subject of a very strong PR campaign

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LUTZ MULLER RETAIL SCENE

www.toynewsmag.com

since the middle of this year.

Advance ticket sales began last month and appear to be running ahead of expectations.

The other film is Hannah Montana: The Movie, scheduled for release in April next year. Both are likely to further erode Bratz’s market share.

The other aspect that could change the equation is the international market place.

I have spoken to friends in Europe and they tell me that the toy market, unlike that in the United States, is still reasonably strong.

In the third quarter, they think that the market grew by some seven per cent and they believe the same for the fourth quarter.

The question I am being asked very frequently, since Europe is in the same economic mess as we are, is ‘why are toys doing so much better there?’ The answer is simple. Most Europeans rent rather than own houses and have hence been spared the sub-prime temptation.

Secondly, Europeans invest differently. Take the Germans for instance. Most of the blue collar and lower middle-class invested their savings in the Sparkassen, Germany’s equivalent of the Savings and Loans.

With one difference. The German

Figure 4

Figure 5

According to sell-through data, market share trends are very clear - and similar to shelf space metrics - Barbie was steady, Bratz was down, Hannah Montana sharply up and High School Musical moderately up.

Sparkassen are so conservative you would think that they are still using quill pens and green shades. They did not invest in anything except the most gold-plated equities and are, as a result, rock solid.

In summary, the vast majority of the European population has been unaffected by the economic drivers that have hurt us in the US. So they can afford to buy toys for their kids.

Barbie is doing well there and Bratz badly. One reason is again the

conservative nature of the population. Undoubtedly, the KGOY [Kids Grow Older Younger] syndrome also applies there but a few years’ later. The second reason is MGA’s mis-steps in Europe. They tried to dislodge Barbie in Germany, spent a lot of money and their only achievement was to grow the fashion doll market, but Bratz hit a wall. The result was that Barbie benefited.

The other market where Barbie is doing well as a result of Bratz’s efforts

75

is the UK. When Vivid Imaginations ran the Bratz brand in the UK, it went in short order to absolute market leadership with a share of more than 50 per cent.

Isaac Larian, having bought Zapf, inheriting a perfectly good UK infrastructure, decided to go it alone and dropped Vivid last year. The sad result was that their market share went south in a real hurry and Barbie’s market share grew as a consequence.

This all tells us that Barbie should do incredibly well in Europe. And it does. However, Mattel, being a US company, is being hammered by the dollar. When the dollar was dropping, its international results looked better than they were because of the currency translation.

Now the dollar has reversed course, the opposite is the case and Barbie’s international numbers, in dollars, are much weaker than they are in reality.

The third aspect that could change the equation is the ongoing legislation. Mattel asked the court to order MGA to halt production of Bratz. If that is happening, which is in my opinion somewhat unlikely, this would totally change the fashion doll landscape in favour of Barbie.

Lutz Muller is a Swiss who has lived on five continents. In the US, he was the CEO for four manufacturing companies, including two in the toy industry. Since 2002, he has provided competitive intelligence on the toy and video games market to manufacturers and financial institutions coast-to-coast. www.klosterstrading.com NOVEMBER 2008

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RETAIL ONLY

HIGHSTREET

Dispatches from the retail front line...

AT THE BEGINNING of the year I said to fasten your seat belts as it’s gonna be a bumpy ride.

Slight understatement wasn’t it?

The media love bad news, but this has gone beyond that, making every family in the UK worry about how to pay the next bill.

The government statement that it will do ‘whatever it takes’ is fast becoming more frequently used than “I’ll have another pint” at the bar during Toy Fair. Also, is it me or is it nigh on impossible to look at Alistair Darling without thinking of either Blackadder or the Eagle Muppet with the weird eyebrows?

However, I didn’t expect ‘whatever it takes’ would include using the Terrorism Laws to freeze Icelandic assets. With the toy industry having a real vested interest in Icelandic owned companies this could have wide ranging repercussions.

So what will happen this Christmas? Well the video games industry is doing a grand job at taking serious spend away from toys, but those independents are suffering the same cut pricing we have experienced for years.

The banks are known for snatching away the umbrella as soon as the rain comes and that was before this current climate.

But with credit insurers also taking a dim view on, well, anything, just what do Woolworths do next?

There must also be real concerns for the smaller suppliers that we independents rely on to give us the margin we require, many have already taken a big hit this year due to Youngsters going down, can they cope with another? There are plenty of rumours out there.

But you know, maybe this could be a year when suppliers can support those who need it, those retailers whose lifeblood is toys.

If something is short of stock, why not let the retailers who are passionate about the toy trade and who care about the future for both retailers and suppliers have the stock?

NOVEMBER 2008

IN STORE PROMOTIONS Tesco is offering customers 25 per cent off the price of all In the Night Garden toys and all Polly Pocket products.

Boys’ toys are on offer at Woolworths as the retailer offers up to half price deals on products including Hornby train sets, WWE figures and Thomas and Friends playsets. All dress up outfits are also subject to a ‘buy one, get one half price’ deal.

Ben 10 games and puzzles are 25 per cent off at Amazon and Teletubbies dancing figures, activity sets and other selected toys are being offered at 20 per cent off the original price. The retailer is also offering £5 off selected ready beds from Worlds Apart.

Toys R Us is including a free Star Wars figure with every Star Wars helmet purchased for boys and a free trolley bag with orders over £35 on Dora the Explorer toys for girls.

Online competitions at toysrus.co.uk include the chance to win a family trip to Disneyland Paris in conjunction with fruit company Dole to celebrate the theme park’s 15th birthday.

To celebrate the launch of Power Rangers Jungle Fury, Jetix and Toys R Us are also offering one competition winner a Power Rangers Bike with the all-important safety gear and helmet included, plus a Power Rangers Toys goodie bag.

The Operation Overdrive Red Ranger will deliver the winner’s prizes in person.

The promotion also includes a trolley dash competition, with one customer winning the chance to grab a thousand pounds worth of goodies around a Toys R Us outlet.

Finally, the retailer is offering a free Talking Power Ranger when customers spend £40 or more on Power Rangers Operation Overdrive.

From left: In The Night Garden products are included in the Tesco promo, there’s money off Ben 10 at Amazon, while Woolworths is offering ‘buy one get one half price’ on dress-up outfits. Star Wars and Operation Overdrive Red Ranger are being pushed in TRU…

PRICE CHECK: NOVEMBER TOY

COUNTER INSURGENT

STORE

Pleo Robotic Dinosaurs Vivid

Indiana Jones Temple of the Crystal Skull Lego

Polly Pocket Fabtastic Mall Mattel

PicooZ Helicopter Silverlit

Cinderella Aquadraw Tomy

£199.99

£61.95

£39.99

£14.99

£26.12

£199.95

£74.99

n/a

£24.99

£29.95

£229.99

£59.99

£42.99

£17.99

£24.99

£229.79

£69.97

£29.97

£19.97

£29.97

£229.79

£69.99

£39.99

n/a

£29.99

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77

RETAILCHARTS W.H. Smith

CHART DATE 23/09/08

The Entertainer

CHART DATE 23/09/08

1

Gazillion Bubble Machine

Flair

1

Skatepark with Halfpipe 4414

2

Ladybird Wooden Money Box

WHS

2

Catchabeast Blue

3

Six Finger Puppets

WHS

3

Betty Spaghetty Rockin’ Out

4

Zebra Wooden Money Box

WHS

4

Blackbeards Pirate Ship 5736

5

Dancing Wooden Alligator

WHS

5

Ben 10 Alien Laboratory Playset

Bandai

6

Phlat Ball XT Time Zone

Re:creation

6

Monopoly Here and Now – The World Edition

Hasbro

7

Number Snap

WHS

7

Ben 10 Ominitrix F/X Watch

Bandai

8

Scrabble Original

Mattel

8

Gormiti Island of Gorm

9

Upwords Deluxe

Hasbro

9

Operation – The Simpsons Edition

10 Categorically Speaking

Amazon

WHS

Playmobil Bandai Flair Playmobil

Flair Hasbro

10 FurReal Butterscotch Pony

CHART DATE 23/09/08

Mail Order Express

Hasbro

CHART DATE 23/09/08

1

100-piece Ben 10 Puzzle

Pressman Toy

1

Kindergarten Group Set 100-piece

2

Original Rubik’s Cube

Drumond Park

2

Fireman Sam Firestation Playset

3

20Q Version 2

Radica Games

3

Group Set 360-piece

4

PicooZ Helicopter

Silverlit

4

Baby Annabell Buggy

5

GoGo’s Crazy Bones Bag

Magic Box

5

Remote Control Postman Pat Van

Born To Play

6

Gigantic Colouring Book

Crayola

6

Bob the Builder Sand and Water Play Table

Born To Play

7

Star Wars 7667: Imperial Dropship

Lego

7

Baby Born Sweet Dreams Set

8

Star Wars 7668: Rebel Scout Speeder

Lego

8

Fireman Sam Five Articulated Figures

Born To Play

9

Top Trumps: Top Gear

Winning Moves

9

Bratz Vanity Desk and Chair

Born To Play

10 GoGo’s Crazy Bones (10 pack + 1 free)

Toys R Us

Magic Box

Mobilo Born To Play Mobilo Zapf Creation

Zapf Creation

10 Postman Pat Soundboard Scooter

CHART DATE 23/09/08

Hamleys

Born To Play

CHART DATE ( Year to Date)

1

Matchbox Mega Rig Construction

Mattel

1

50 Greatest Magic Tricks

2

Barbie My Scene Radio Control Roller Girl

Mattel

2

Sticker Scratcherz

Hamleys

3

Darla 18” Touch Sensor Doll

You and Me

3

Magic Drawing Boards

Hamleys

4

My First Drum Set

Fun Years

4

Infinite Bubbles

Hamleys

5

Sit n Draw Creativity Desk – Red and Blue

Imaginarium

5

Blue Diamond

Astrojax

6

Wooden Multi-Activity Cube

East Coast Nursery

6

Hand Gliders 2 pack

Hamleys

7

Tandem-Z Copter

Silverlit

7

Sky Challenger

Silverlit

8

Atomic Fury Trike with Parent Handle

TRU Exclusive

8

X-Rotor Picoo Z Copter

Silverlit

9

Thomas the Tank Engine Ultimate Set

Tomy

9

Insecta

Silverlit

10 20” Sparkler Full Suspension Bike

Magna

10 Squiddy (assorted colours)

Marvins Magic

Hamleys

mobile.toynewsmag.com The latest news straight to your phone

BOOKMARK US TODAY NOVEMBER 2008

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RETAIL ONLY

PRODUCTNEWS

Freeline Skates roll into the UK FREELINE SKATES, the latest development in skateboarding technology, have been brought to the UK by Serelo Sports.

The skates have been previously sold online and via select and specialist outlets, but are now being offered directly to retailers.

Freeline Skates are dual independent skates that combine elements of skateboarding, surfing and snowboarding. The skateboardlike decks deliver the Next Ride with a challenging new way to carve turns, invent new tricks and have fun.

The product consists of two independent skates featuring traditional skateboard grip-tape.

Each skate has two 72mm custom grade polyurethane wheels and is designed with reinforced swing style arms that withstand up to 3,000lbs of downward force.

Created in California in 2003 they are now sold in 27 countries worldwide. Skates cost £85 a pair.

Spare wheels are £20.

Serelo Sports: 01352 762 234

Siku rolls out final 08 deals SIKU’S LAST new items package for 2008 includes the company’s first JCB. The JCB 8250 is scale 1:87, will also be released in scale 1:32 (Art. 3267) and is likely to be a highlight in the new package.

The FAHR Agrotron X720 and Forestry Tractor have also been added to the German manufacturer’s, Deutz range.

The only accessory in the latest package is the Rauch salt spreader with bema ploughing plate in scale 1:32. True to its name, the model can actually be used as a salt spreader.

Three new vintage models will extend the range.

In the super range (scale 1:50), there will be the Mercedes with round bonnet and in the agricultural programme the Unimog U411 and MB Trac 1800, will be introduced.

The Mercedes Sprinter Transporter with Liebherr-Aufdruck will be released in the super range (1:50) and in 1:87, there will be a

Iron Man blasts back HASBRO HAS launched a range of toys to accompany the release of the Iron Man DVD from Paramount Home Entertainment.

The Iron Man Rocket Blast is powered by pump action air pressure. Once at maximum power it shoots up to 40ft into the sky and while flying, launches a jet that enables it to sail smoothly back down. It retails at around £24.99.

The Iron Man Mask and Repulsor Gauntlet shoots repulsor ray discs. The gauntlet fits over the arm and has a trigger mechanism which lets the discs fly.

It retails at £19.99.

The 12” Repulsor Iron Man figure, at £19.99 comes with motion activated flight sounds and a repulsor projectile. His chest and palms also light up, just like the character in the movie.

Hasbro: 020 8569 1234

sightseeing Bus, available in four versions: Berlin, London, Paris and Barcelona.

Finally, five new models will be added to the blister range: the Porsche 911 Turbo Cabrio, a police car, the Porsche Cayman, the Dodge Viper and an emergency car.

Siku: 00 353 6733 888

Winning Moves hits Springfield FOLLOWING THE acquisition of the Disney/Pixar licence, Winning Moves has launched a figurine collection.

The set features 25 characters from films like Cars, Toy Story, Finding Nemo, Monsters, Inc, The Incredibles and Ratatouille and is £29.99.

NOVEMBER 2008

The five-piece collector sets, with a choice of either Cars or Nemo/Monsters/Bugs or Toy Story, also hit shelves last month at £9.99.

The limited edition Simpsons 25 piece collectors sets, with a choice of series one to three or four to six, features a variety of characters. Series one to three also features an exclusive Golden Homer and series four to six

boasts a Golden Mr Burns. Each retails at £29.99.

The Simpsons fun continues as the company launches CDUs of the Simpsons figurines. With series one, two and three of the Simpsons to choose from, each CDU contains 24 figurines and will allow consumers to buy figures individually for £1.99.

Winning Moves: 020 7298 9500

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The place for business

RATES:

1/4 page: Annual charge £1,395 (minimum twelve months booking) Get your company featured: adrian.miles@intentmedia.co.uk T: 01992 535 647

Advertisers

DEBUT SPORTS

■ Character Costumes & P.O.S.

0117 966 8889

JellyHead 3D

0208 441 2158

Rainbow Productions

0208 254 5300

■ Media Dolphin TV

0207 420 8294

■ Point of Purchase Manufacturers Daytona Visual Marketing

01827 54551

■ Safety Testing CMA Testing

(852) 2698 8198

SGS

0208 991 3410

STR

0118 939 8700

■ Suppliers/Manufacturers Applepie Toys

0207 490 7694

Bachmann Europe

0870 751 9990

Cambridge Brainbox

01279 821333

Danbar International Ltd.

01707 260 111

Debut Sport

0117 966 8889

Esdevium Games

01420 593 593

Flying Toys Games Workshop

01702 295110 08700 134 411

Gowi (Earlybird Educational Toys) 01536 200925 Great Gizmos

01293 543221

Logiblocs

01727 763700

Marvin’s Magic

01582 849 000

Plastics for Games

01728 745300

Ravensburger

01869 363800

Revell The Puppet Company Thumbs Up Toy Revolution Voila (Agenta Marketing) WOW Toys

01442 250130 01462 446 040 0845 466 8880 01299 253 665 01536 401128 0207 381 2302

■ Toy Supplies Carta Mundi

01268 511522

Plastics for Games

01728 745300

Richard Edward

0208 311 8888

Adrian Miles: +44 (0)1992 535 647 adrian.miles@intentmedia.co.uk

SUPPLIER/MANUFACTURER

DEBUT SPORT is a supplier of sports and leisure equipment to multiple retailers in the UK, Mainland Europe and the Middle East. Products range from games tables to extreme sports and outdoor play equipment.

It was formed in 2005 to supply games tables to a large UK retailer, as a result of its success Debut is now the largest UK supplier of games tables.

Since then, the company has seen strong growth and now offers a vast range of products and boasts a collection of ever growing branded products.

With offices in the UK and Hong Kong, Debut has long-established relationships with factories in China which allow customers to have confidence in the service they will receive with thorough legal, ethical and quality checks in place.

Our unique business model

allows us to offer a bespoke service across product designs and brands, responding to market demands swiftly and easily. Customers are encouraged to be involved in the

development process of new products which, along with its excellent reputation for delivering a quality service, gives it the capability to be very dynamic when delivering new product development ideas.

Debut uses a combination of brand licensing and own-label brand development to present its product offering which is currently supported by brand licenses Umbro & Extreme.

The aspiration is to become a leading supplier of sports and leisure equipment in the UK, offering a ‘one stop shop’ across a number of product categories ranging from entry price point to technical added value products for large multiples and smaller specialist independents.

For further information, please visit www.debutsport.co.uk

FLYING TOYS SUPPLIER/MANUFACTURER

01702 295110 FLYING TOYS has successfully majored on its high profile remote controlled products in recent years particularly in the run up to Christmas, however, retailers should remember that also it offers a wide selection of outstanding outdoor toys for spring and summer too!...

It is the exclusive distributor of Quercetti Flying Toys from Italy, which have recently been repackaged throughout the range, including the latest Tor II catapult-launched rocket with parachute descent, and remarkable wind powered Windcopter tethered helicopter that is proving particularly popular with ecological enthusiasts and for mail order catalogues.

Another exclusive Flying Toys range for more than a decade is the original rubber powered De Ruymbeke Tim Birds from France.

Now the improved specification New Tim Bird and smaller version Timmy have been attractively repackaged for 2009, to celebrate

been completely represented for 2009 too.

Offering a wide range of Kites from The Kite Factory in California, and adding the impressive North Shore 'World Cup Champion Kite' and Hawaiian Stunt Kites in various sizes to the top of the range for 2009, Flying Toys customers are likely to be spoilt for choice.

Particularly proud to be considered preferred suppliers of pocket money toys to many science and aviation-based museums and visitor centres around the country, this has provided David and Janine Rawlins continuity for their business throughout their 30 years trading, and even the poor summer failed to suppress sales!...

40 years of continuous sales since first demonstrated to tourists at the Eiffel Tower!...

Virtually all Flying Toys Lanard range of fantastic foam rocket launchers, brilliant boomerangs and rip cord helicopters have

See the company's products actually fly using video in action, and view their catalogue online on: www.flyingtoys.com Alternatively simply telephone 01702 295110 for further details.

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Marketplace ■ Character Costumes & P.O.S.

■ Character Costumes & P.O.S.

WHAT GETS SEEN GETS BOUGHT Costume Characters Point Of Sale Props Giant Promotional Plush Event Management Storage and Maintenance Costume Hire Constantly striving to offer more services to our clients, we recently began working with some high profile Clients such as Warner Brothersand Disney Consumer Products to provide lifesize plush toys made in the UK by our own skilled production team. This has proved a great success offering our clients much shorter lead times and first class products.

As well as this, the launch of our Event Management Department will offer clients the opportunity to have us maintain and store your costumes plus organise character appearances, arrange staff and chaperones, storage and Millennium cleaning in the UK and FX is the Award abroad.

Winning Special FX Company behind the Doctor Who monsters Not and Jellyhead 3d are an officially forgetting what we do approved agent to provide public best and that's to produce high quality, long lasting character costumes for hire, events, trade fairs and promotions. Our clients include Procter and Gamble, 4 Kids Entertainment , Tesco, Asda, and Motorola.

appearances for these iconic characters!

Doctor Who logo © BBC 2004. Cyberman image © BBC/Kit Pedlar/Gerry Davis 1966. Licensed by BBC Worldwide Limited.

Contact - Kelli Bromley, Sales Manager T: 0208 441 2158 M: 07760270209 www.jellyhead3d.co.uk sales@jellyhead3d.co.uk

■ Media

■ Point of Purchase Manufacturers

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Marketplace

www.toynewsmag.com | Advertising: +44 (0)1992 535 647 ■ Safety Testing

■ Safety Testing

■ Safety Testing

ADVERTISING THAT WORKS!

To advertise here please contact Adrian Miles: +44 (0)1992 535647 adrian.miles@intentmedia.co.uk

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Marketplace ■ Suppliers/Manufacturers

■ Suppliers/Manufacturers

■ Suppliers/Manufacturers

■ Suppliers/Manufacturers

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Marketplace

www.toynewsmag.com | Advertising: +44 (0)1992 535 647 ■ Suppliers/Manufacturers

■ Suppliers/Manufacturers

Lunar Pool Table

Innovation in modern table design

Built-in MP3 System

LED Under Cloth Illumination

Ball Storage Bays

From the UK’s No 1 games table supplier, Debut introduces the Lunar Pool Table. ,QQRYDWLYH VW FHQWXU\ GHVLJQ %XLOW LQ 03 V\VWHP /(' XQGHUFORWK LOOXPLQDWLRQ %DOO VWRUDJH ED\V

Contact Debut on T: 0117 966 8889 E: info@debutsport.co.uk or visit www.debutsport.co.uk

■ Suppliers/Manufacturers

© Copyright Debut 2008

■ Suppliers/Manufacturers

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Marketplace ■ Suppliers/Manufacturers

■ Suppliers/Manufacturers

■ Suppliers/Manufacturers

■ Suppliers/Manufacturers

80-88 TN87_final

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Marketplace

www.toynewsmag.com | Advertising: +44 (0)1992 535 647 ■ Suppliers/Manufacturers

■ Suppliers/Manufacturers

■ Suppliers/Manufacturers

■ Suppliers/Manufacturers

No. 1 in the UK for model kits and accessories

Fax Order Hotline: 01442 245619 Revell GmbH & Co. KG, 64-66 Queensway, Hemel Hempstead, Herts HP2 5HA. Tel: 01442 250130. Email: ukbranch@revell.de

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Marketplace ■ Suppliers/Manufacturers

■ Suppliers/Manufacturers

■ Suppliers/Manufacturers

■ Suppliers/Manufacturers

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Marketplace

www.toynewsmag.com | Advertising: +44 (0)1992 535 647 ■ Toy Supplies

■ Suppliers/Manufacturers

3FUBJM 8IPMFTBMF 1SJWBUF -BCFM $PMMFDUJCMFT 1SFNJVNT (BNFT $BSET

$BSUBNVOEJ :PVS 1BSUOFS JO -JDFOTFE $BSET

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■ Toy Supplies

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$BSET GPS (BNFT ´ #PYFE #PBSE (BNFT ´ 1MBZJOH $BSET ´ $PMMFDUBCMF $BSET

$BSUBNVOEJ :PVS 1BSUOFS JO $BSET BOE (BNFT .BLF $BSUBNVOEJ 6, -UE QBSU PG ZPVS XJOOJOH UFBN ¦ PVS HBNFT DPOTVMUBOU JT IFSF UP IFMQ $"-- /08

*ODPSQPSBUJOH

5IF 8PSMET / QBSUOFS JO UIF QSPEVDUJPO PG $BSE (BNFT ´ 1MBZJOH $BSET ´ #PBSE (BNFT ´ $PMMFDUBCMF $BSE (BNFT $BSUBNVOEJ 6, -UE ´ 5FM

´ JOGP!DBSUBNVOEJ DP VL ´ XXX DBSUBNVOEJ DPN

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Marketplace

Advertisers Index ■ Character Costumes & P.O.S. JellyHead 3D

0208 441 2158

sales@jellyhead3d.co.uk

www.jellyhead3d.co.uk

Rainbow Productions

0208 254 5300

info@rainbowproductions.co.uk

www.rainbowproductions.co.uk

0207 420 8294

candida.jackson@dolphintv.com

www.kids-advertising.tv

01827 54551

info@daytonavisual.com

www.daytonavisual.com

■ Media Dolphin TV

■ Point of Purchase Manufacturers Daytona Visual Marketing

■ Safety Testing CMA Testing

(852) 2698 8198

info@cmatcl.com

www.cmatcl.com

SGS

0208 991 3410

gb.cts.sales@sgs.com

www.uk.sgs.com

STR

0118 939 8700

toys@struk.co.uk

www.struk.co.uk

www.applepietoys.com

■ Suppliers/Manufacturers Applepie Toys

0207 490 7694

info@applepietoys.com

Bachmann Europe

0870 751 9990

sales@bachmann.co.uk

www.bachmann.co.uk

01279 821333

sales@cambridgebrainbox.co.uk

www.cambridgebrainbox.co.uk

01707 260 111

Cambridge Brainbox Danbar International Ltd. Debut Sport

0117 966 8889

sales@danbartoys.com info@debutsport.co.uk

www.debutsport.co.uk

Esdevium Games

01420 593 593

sales@esdeviumgames.com

www.esdeviumgames.com

01702 295110

sales@flyingtoys.com

08700 134 411

uktradesales@games-workshop.co.uk

www.games-workshop.com

Flying Toys Games Workshop

www.danbartoys.com

Gowi (Earlybird Educational Toys)

01536 200925

sales@earlybirdtoys.co.uk

www.agenta.demon.co.uk/sand_water.html

Great Gizmos

01293 543221

enquiries@greatgizmos.co.uk

www.greatgizmos.co.uk

Logiblocs

01727 763700

sales@logiblocs.com

www.logiblocs.com

01582 849 000

magic@marvinsmagic.com

www.marvinsmagic.com

Plastics for Games

01728 745300

sales@plasticsforgames.co.uk

www.p4g.co.uk

Ravensburger

01869 363800

sales@ravensburger.com

www.ravensburger.com

Marvin’s Magic

Revell The Puppet Company

01442 250130

ukbranch@revell.de

www.revell.com

01462 446 040

info@thepuppetcompany.com

www.thepuppetcompany.com

Thumbs Up

0845 466 8880

sales@thumbsupuk.com

www.thumbsupuk.com

Toy Revolution

01299 253 665

admin@toyrevolution.com

www.toyrevolution.com

01536 401128

sales@agentamarketing.com

www.agenta.demon.co.uk/voila.html

0207 381 2302

enquiries@wowtoys.com

www.wowtoys.com

www.cartamundi.com

Voila (Agenta Marketing) WOW Toys

■ Toy Supplies Carta Mundi

01268 511522

info@cartamundi.co.uk

Plastics for Games

01728 745300

sales@plasticsforgames.co.uk

www.p4g.co.uk

0208 311 8888

enquiries@richard-edward.com

www.richard-edward.com

Richard Edward

Marketplace RATES:

1/4 page: Annual charge £1,395 (minimum twelve months booking) Get your company featured: adrian.miles@intentmedia.co.uk T: 01992 535 647

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TOY TALK

TOY TALK

Support for Meccano from an unexpected source, toy industry veteran retires and Lowe lifts Atari Asteroids cup at BLE… HEAVY CONSTRUCTION A new band called Red Light Company are apparently lending some unintentional support to the resurgent Meccano brand with a song called…. Meccano. It is described as “almost three minutes of pure pop perfection”. Hmmmm. It’s the ‘almost’ bit that rings the alarm bells doesn’t it?

Vocalist and guitarist Richard said of the song: “It’s based around an imaginary conversation between two old friends and the distance growing between them as their lives go on. It’s about the regret of a passing friendship.”

Concept album about Stickle Bricks hotly rumoured, etc…

OLD ONES BEST? Here’s a touching story. Archaeologists at Stonehenge apparently found a child’s grave with a toy hedgehog which had been placed next to the three year-old when he died. It is the earliest known depiction of a hedgehog in British history and gives yet another fascinating glimpse into the ancient monument and the people of that time period.

The real surprise, however, which had many experts scratching their head, was the barely visible inscription on the base which said ‘three for two’. Nothing changes.

GRAY DAY Sales agent Roy Gray is retiring at the end of the year, after 45 years in the business.

A Golden Teddy was awarded to him to mark his forthcoming retirement. Gray started with Louis Marx in 1963 selling big hits like Ricochet Rifles and Daleks, then worked for Brittains four years later, staying until 1976 when Browns Of Leicester gave him the sales agency for North East England and Yorkshire selling the Toy Of The Year Peter Powell Kites among other big selling lines. He continued to build his agency adding major players Matchbox and Vivid Imaginations to his portfolio.

Nick Austin, Vivid CEO, said: “We all wish him well for a long, happy and wellearned retirement.”

LOWE SCORES Martin Lowe, MD of Roy Lowe & Sons, was crowned the Atari Asteroids champion at Brand Licensing Europe.

Lowe clinched the trophy with an impressive score of 18,910, leaving his competitors trailing.

“The Atari Asteroids Championship certainly seemed to strike a chord with many of the show’s attendees, who after spotting the classic Atari logo and arcade machine, came over to the Rocket stand to have a go,” said Rob Wijeratna, joint managing director at Rocket.

Circulation & Subscriptions

www.toynewsmag.com Editorial: 01992 535646 Advertising: 01992 535647 Intent Media is a member of the Periodical Publishers Associations

AUDITED CIRCULATION: Average Net Circulation: 6,069 July 1st 2007 to June 30th 2008, ToyNews is published 12 times a year by Intent Media ~ Saxon House, 6a St. Andrew Street, Hertford, Hertfordshire SG14 1JA Fax: +44 (0)1992 535648 © Intent Media 2008 No part of this publication may be reproduced in any form or by any means without prior permission of the copyright owners.

ISSN: 1740-3308

SUBSCRIPTIONS: UK: £50 Europe: £60 Rest of World: £90 The international cost applies per subscription and covers airmail dispatch of 12 issues To order your subscription via Visa, MasterCard, Amex Switch or Delta or to make changes to your subscription details, contact toy.subscriptions@c-cms.com or call 01580 883 848. Alternatively visit our website www.toynewsmag.com Subscriptions Manager - Hannah Short Hannah.Short@intentmedia.co.uk

NOVEMBER 2008

MY No.1s Ane Olsen, European PR manager, Tomy

Number one album: Thank You for the Music by Abba. It’s the first band I remember listening to as a child, but it was the Swedish version.

-------------------------------------------------Film: The City of Lost Children.

-------------------------------------------------Website: I love visiting guitarrockstar.co.uk.

-------------------------------------------------Hero: I was an avid comic book reader as a child. I used to love hanging out in the comic book shop finding old issues and see how the characters developed over the decades. My favourite comic hero was Jane Gray from X-Men. -------------------------------------------------Book: One of the most memorable books I have read is Schachnovelle by Stefan Zweig.

-------------------------------------------------TV programme: I’m quite partial to watching a bit of House starring Hugh Laurie.

-------------------------------------------------Number one single when you were born: Puppy Love by Donny Osmond.

-------------------------------------------------Magazine: I like to read food magazines for inspiration, even though I rarely cook anything from a recipe.

-------------------------------------------------Food: Generally anything with cheese and cream, be it savoury or sweet.

Sponsored by

toy news house advert

17/9/08

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Toy Fair 10,000 Circulation Hits retail desks two weeks before show G Full booth-by-booth exhibitor guide G

G

Nuremberg Detailed coverage G Key exhibitor previews G Exclusive Interviews G Venue Information G

To maximise your presence in our February 2009 edition contact: Adrian Miles on 01992 535 646 or email Adrian.Miles@intentmedia.co.uk

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