ToyNews Issue 90, February 2009 by Intent Media (now Newbay Media Europe)

Issue 90

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

INSIDE…

TOY FAIR 2009 SPECIAL Full round-up of the mustattend Docklands event

THE JOB OF A LIFETIME Who has been offered a role in our fantasy toy company?

GERMANY CALLING Extensive preview of this year’s Nuremberg Spielwarenmesse

WITH THIS ISSUE Exclusive eight-page Disney Consumer Products guide

PLUS... HIT ENTERTAINMENT TAKES OVER TOYNEWS

www.toynewsmag.com

February 2009

Contents

Ronnie Dungan Editor Ronnie.Dungan@intentmedia.co.uk

Samantha Loveday Licensing Editor

REGULARS

Samantha.loveday@intentmedia.co.uk

Katie Roberts Staff Writer

News

Campaign of the month

Exclusive NPD analysis

Adrian Miles Advertising Manager

Marketing spend analysis

Adrian.Miles@intentmedia.co.uk

People/recruitment

katie.roberts@intentmedia.co.uk

Dan Bennett Design Dan.Bennett@intentmedia.co.uk

LICENSING 86

News

Neil Ross Russell

Jon Salisbury Editorial Consultant jon@wotkidzwant.com

Lisa Foster Managing Editor Lisa.Foster@intentmedia.co.uk

Licensing 2009 Preview: 103 Disney 105 Jetix/TV-Loonland

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

106 Mattel Brands 108 ITV/Rocket Licensing 110 Warner Bros

Editorial: 01992 535646 Advertising: 01992 535647

115 BBC Worldwide 116 HIT Entertainment 121 Turner Enterprises/TLC 122 Start/Entertainment Rights 125 4Kids/RDF 127 Fox L&M/Chapman 129 CPLG/Fremantle 130 LazyTown/BKN/Smiley 132 Bulldog/Nelvana/Contender

iti

ita

135 Nickelodeon/Chorion

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 ■ ToyNews circulation is 25.5% higher than its closest competitor. ■ ToyNews requested or paid for circulation is 52.3% higher than its closest competitor. ■ ToyNews has 100% named circulation and 0% duplication.

COMMENT IT’S ALL GOOD

I’M NOT going to mention the credit crunch, Woolies or the general feeling of trepidation that many companies approach 2009 with. We all know that it is going to be a very difficult year for retail-based businesses and the toy market is unlikely to escape scot-free. So you don’t need me to add to the doom and gloom and point out the bleeding obvious. Instead, given that this issue is our annual whopper, and you may need a navigational aid, I’ll just flag-up some of the highlights we’ve got in here, not least of all our big Nuremberg and Toy Fair previews which provide a complete guide to the two major trade events.

It’s testament to the toy trade’s strength in depth that the Dream Team was such a difficult choice. Our Dream Team feature is bound to be a point of debate. Which is kind of the whole point. But it’s all subjective, entirely fictional and a bit of fun. So hopefully we won’t get too many letters about it and no-one will get too upset if they’ve missed out. In a way it is testament to the toy trade’s strength in depth that it was such a difficult choice to make. Elsewhere, we’ve got an exclusive Disney Consumer Products supplement included with the issue plus some great opinion pieces from within the industry; an exhaustive guide to this year’s biggest licences; exclusive interviews and no shortage of product information. Which, all in all, should take care of your bedtime reading for a good couple of weeks. Enjoy. Ronnie Dungan ronnie.dungan@intentmedia.co.uk

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Our trade show special starts on P139 with our Nuremberg preview, followed by our exhaustive UK Toy Fair guide on P169...

COMMENT HIT MOVES UP A GEAR

FEATURES 20

Dream Team Fantasy toy supplier

Barbie and more Mattel’s 2009 plans

Big on Ben Ben 10 and more from Bandai

Ready to rumble Lowdown on Hasbro’s line-up

V for victory VTech’s plans for 2009

Backing the boffins The life of a toy inventor

Giochi-ing for position New challenges for Flair

Drumond basics Creating lasting brands

Toy safety: A bluffer’s guide Our expert explains

Cornering the market New ranges for RC2

Shooting for the moon Vivid aims higher for 2009

Surviving the crunch Denis Horton offers some tips

The China syndrome Manufacturing issues

Pop picker Re:creation takes on new brands

Big in Japan Tomy’s extensive 2009 portfolio

The price hiker’s guide Vivid’s Nick Austin comments

Play your cards right New products from Esdevium

The Upper hand Expansion for Upper Deck

The bear necessities iTeddy’s path to success

A Miner miracle Lego launches new IP and more

Board rigid Imagination’s MD on games

Bright young things Leapfrog’s new offerings

New York time US Toy Fair preview

RETAIL 240 Lutz Muller 242 High Street 243 Retail Charts 244 New Products 245 Hero Product 256 Toy Talk

TO SAY 2008 WAS an eventful year at HIT Entertainment is something of an understatement. Against a backdrop of worsening economic conditions, we have focused on doing what we do best: producing great children's entertainment and working with our partners to develop innovative licensed products. Earlier this year we announced a complete overhaul of our programming and production, transforming our core brands like Thomas & Friends, Bob the Builder and Angelina Ballerina to a more modern and vibrant CGI format. We fought off tough competition in the preschool sector to consolidate Thomas as the number one pre-school brand in the UK for a remarkable eighth consecutive year. And with our partners at Drayton Manor Theme Park, we launched Thomas Land, which has resulted in an uplift of visitors by 40 per cent year-on-year. In times of continued recession, the trade and the consumer will gravitate to what they know and trust so we are as well poised as any company to weather the current economic storms with our first class portfolio. You can expect HIT to ramp up activity on its brands in 2009. We are working on 65th anniversary plans for Thomas & Friends in 2010, exciting new product launches from Tomy, Golden Bear and RC2 through the year, exciting new licensing opportunities with Nintendo on Bob and Thomas and we will be unveiling a major nursery licensing opportunity. Bob cemented his position as an evergreen brand and continues his number two ranking in the UK and is officially back in the recording business with a new single and album gracing the charts in the UK. We have a year of extensive marketing activity planned as we achieve an important milestone – his tenth year in the business. And not forgetting the girls properties... you will see a lot of focus behind a new look Angelina, as well as us unveiling much anticipated plans behind Rainbow Magic, the young girl’s publishing phenomenon. We are committed to growing these brands long-term and look forward to an exciting year ahead. Add to that a few surprises which we will be unveiling in the spring means we have no plans to stand still in 2009. Finally, HIT reaches a milestone of its own as we celebrate 20 years in the business. Have a good Toy Fair 2009. Peter Byrne, EVP Consumer Products Worldwide, Hit Entertainment

NEWS

Character details Armed Forces plan Details of eagerly-anticipated boys’ range to be revealed at Toy Fair • Major launch events timed for VE Day by Katie Roberts CHARACTER OPTIONS has revealed more details of its muchvaunted military range, including a major product launch on May 8th – VE Day. The firm hopes the new HM Armed Forces line will fill what it sees as a significant void in the action figure market in recent years, caused by a dearth of military-inspired toys.

Marketing plans will centre around a major launch on VE Day, May 8th.

The range, which has been developed in close collaboration with the Royal Navy, Army and RAF, will launch with 32 individual products, incorporating three hero 10-inch action figures for each service including an Army Infantryman, a Royal Marine Commando and an RAF Fast Jet Pilot. Vehicles representative of each force will also

be available and include scaled versions of a Tank with springpowered gun and space for two figures, an RAF VTOL Fast Jet and a Royal Navy R/C hovercraft which travels over land and water.

Games, dress-up items, outdoor toys and role-play items will join the figures and vehicles. Marketing plans will centre around a major launch on VE Day, May 8th and products will not hit shelves until

GORMITI HITS TOP TEN IN FIRST YEAR Flair’s latest boys property has reached number six in volume sales in the action figure category, according to NPD…

THE BOYS’ toy range was launched into the UK in November 2007, shortly before Flair was bought out by Gormiti’s owner, Giochi Preziosi in March last year. Throughout its first year, the range has been supported by a massive 4,000 TVRs, making it the number one advertised brand in the boys action

FEBRUARY 2009

figure market (NPD, October 2008) and number eight in the overall advertised charts for the 12 months to September 2008 (Source: NPD). Despite the aggressive advertising campaign, the brand has yet to enjoy the support of a TV series or film. An animated series launched in Italy last year and will roll out across

Europe, hitting the UK late this year or early in 2010. Anne Marie Noon, product manager, commented: “We believe that over the next few years, Gormiti will become the biggest boys property in the UK. There is huge potential to take this brand further and further.” Flair: 020 8643 0320

this date. A teaser TV campaign prior to the launch will culminate in an aggressive schedule across satellite and terrestrial TV in the weeks following the launch. Localised events at retail venues and POS and window display opportunities will also be available for retailers nationwide. Leading child psychologist, Dr Amanda Gummer, is working closely with the firm to ensure that important themes such as a child’s sense of teamwork, belonging and identity are considered in the development of the range, whilst modern messages of anti bullying, boundaries and discipline are also reflected in the play patterns. A website will support all aspects of the launch, with the target audience being driven to the site where they can download facts and figures and take part in games and challenges. A spokesman for the M.O.D said: “We are rightly proud to be celebrating our armed forces through the production of these new action figures. These toys showcase our people and equipment and this commercial recognition proves the high level of support for our forces among the British public.” Character Options: 0161 633 9800

Chad Valley to survive? WOOLWORTHS’ administrator, Deloitte remains hopeful for a sale of the retailer’s toy brand, Chad Valley. The evergreen brand was established in the early nineteenth century and was bought by Woolworths in 1988. Deloitte confirmed there have been enquiries about the toy brand, but declined to comment on the details of interested parties. A spokesperson for the company said: “There has been interest in the Woolworths brands, including Chad Valley, but we are not in a position to comment on whether there will be a sale.”

NEWS

www.toynewsmag.com

Spark returns to spearhead new-look WowWee UK

‘2010 is the key’, says Allmark

Former Spin Master sales director back to head up UK branch of robotic specialist by Ronnie Dungan FORMER SPIN Master sales director Graham Spark is moving on from a short spell with Tomy to set up a new UK operation for robotics specialist WowWee. The move sees WowWee end its successful UK distribution deal with Character Options, which has already signed up a new range of robotic toys from US manufacturer Bossa Nova. Spark will be UK sales and marketing director, assisted by Clare Smee at a new office in Middleton Cheney, near Banbury. WowWee’s new European operation will have 11 staff in total with offices in Belgium (which will be the European head office) and a further eight sales and marketing people in France, Germany, Holland, Benelux, Spain, Austria and Switzerland. WowWee’s Hong Kong office has 80 staff, with three dedicated to the UK. WowWee acquired Belgian-based toy distributor Sablon for e3.8m in cash last year as it prepared to launch its European distribution network. Spark told ToyNews: “Having returned from our 18-month expedition through Africa I was fortunate enough to get back into toys on a three-month contract with

Tomy, which in turn re-united me with Jeff McCarthy, who was in the process of setting up WowWee Europe. I met the WowWee team and managed to persuade them I was still a ‘toy boy’ and could do the UK job for them. “After five years of using the European distributor network, sales now exceed e25m and with three major successes in five years (Robosapien 2004, Roboraptor 2005 and Dragonfly 2007), the WowWee brand is the market leader and a

notable force in the Robotics category. Therefore, establishing a European base and dealing direct with the customers was the obvious and logical next step. “By going direct and setting up local sales and marketing offices, serviced and supported from a European base, WowWee can be more focused on the product line in each particular market, allowing more time, energy and expertise on the sales and marketing execution. This will enable greater brand focus and a longer term commitment, which will ultimately benefit the retailers and allow for a faster growth potential. The new range will include an extension of the Alive feature plush range, a new line of innovative licensed products from Think Wow and two new robots, which will be TV-advertised. “We will be offering a full marketing programme across the key products/ranges which will include TV, trade activity, PR (we are working with So PR) and print advertising. Overall we will be offering a stronger plan than previous years,” added Spark. The firm will be exhibiting at Nuremberg - Hall 6 B36 - C39.

HIT reveals new master toy for Thomas

MATTEL’S UK MD David Allmark says the UK toy market may not feel the true effects of the recession until next year, but believes 2010 could still be a great year for the firm. In an interview in this issue of ToyNews, Allmark states that, with budgets having already been allocated for this year, 2010 will be when we see the first real indications of how much effect the economic downturn has had on the toy industry. “Next year will be the year that we will see what people are planning and I can’t imagine too many people are going to be very bullish,” he said. Allmark says core brands will be the key for Mattel this year, but he says the firm is best-placed to grab market share as part of any shakeup of the market. “We’re not here on an annual basis, we’re here forever,” he added. “We see this year as challenging, but we’re optimistic and we’re even more optimistic beyond 2009.” Read the full interview on P24.

New deal sees Mattel take over from 2010 • RC2 retains wooden track rights by Katie Roberts FISHER-PRICE is to become the worldwide master toy licensee for HIT Entertainment’s Thomas & Friends. The new agreement will see it bringing together some of Thomas & Friends’ core category rights and using its worldwide distribution capability to enhance and grow the long-term business for the brand. The first line of products will be available in 2010 and will expand as existing licensees’ rights expire across key toy categories. The wooden track system rights remain with RC2.

Fisher-Price has been granted the global rights (excluding Japan) on vehicles, figures and play-sets,

including die-cast vehicles, play-sets and the Trackmaster train system; preschool toys; plush; games; puzzles; role-play and water toys; battery powered ride-ons and plastic pedal trikes (North and South America and Asia only). Jeff Dunn, CEO of HIT Entertainment, said: “Aligning one of the world's most successful and preeminent pre-school brands with the world's largest toy company is both an exciting event and a natural evolution for HIT Entertainment.” Mattel: 01628 500000

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NEWS

Halsall breaks into South America Firm’s partnership with 20th Century Fox Licensing and Merchandising Europe aids transition into new territory… by Katie Roberts HALSALL HAS made the move into the Latin American market following a number of major distribution deals for The Simpsons radio controlled car. The company has attributed the move largely to its relationship with Fox, in particular, the support it received from Carl Lumbard, senior vice president and MD of Fox L&M. Lumbard instigated discussions between Halsall and business contacts in the region in 2008, which alongside a new online product catalogue from Fox detailing licensed products available worldwide, has helped the recent international expansion. Halsall’s marketing director, Andrew Coplestone said: “Our working relationship with Fox has always been strong, but this business

development has proven to us just how important commitment from both sides of a licensing partnership is.” He continued: “This expansion into Latin America is without doubt our largest business development for our licence with The Simpsons. This just wouldn’t have happened without the phenomenal support from Carl and the UK team at Fox L&M and the power of The Simpsons brand.”

This wouldn’t have happened without the support of the UK Fox team. Lumbard commented: “We consider our licensees within every aspect of our business strategy from product development and direction, to support with retailer and distributor pitches and introductions.

“We believe that a close working relationship with our licensees and offering support where possible ultimately pays dividends for both parties.” Halsall is now looking to further its retail business across Latin America and Europe, and is predicting that its overseas operations will match the UK business by the end of the financial year. Alongside the R/C car, Halsall has sold inflatables and the Bart Mischief Case into Latin America and is now the global partner outside the US for the R/C category. Following the success of the range, Halsall will further expanding The Simpsons products for 2009 with the addition of two micro radio controlled cars featuring the Bart and Homer characters. Halsall: 01253 775533

NEW SOCCER TOURNAMENT TO RAISE CASH FOR TOY TRUST

TOYNEWS IS launching a new industry soccer tournament in support of the Toy Trust.

The ToyNews Fives will take place on Friday July 10th at the Power League site in Barnet, North London. It is expected that around 24 teams will compete, with £100 of every registration going straight to the Toy Trust. “In the difficult times we are currently experiencing, I continue to be overwhelmed by the fact that people are still thinking of others less fortunate than ourselves,” said Rob Mann, chairman of the Toy Trust Committee. “When ToyNews announced that they were to introduce the five-a-side football tournament I

though this was a great idea to bring companies together in a social environment. “Their idea to extend the social element into a fund-raising event for the Toy Trust was unexpected and a fantastic gesture which I was happy to accept. We now have a fun event and many disadvantaged children will benefit whilst we are playing. Thank you ToyNews for a great initiative.” The new ToyNews Fives fills a gap in the industry calendar, following the collapse of Woolworths – which used to run a very popular tournament each year.

“We have put a new tournament together that will raise money for the Toy Trust, but is also cheaper to enter. It cost £650 to put a squad into the Woolworths event, but the ToyNews Fives is only £575 – with £100 of that going straight to charity," said ToyNews publisher Stuart Dinsey. “We think it will be a great day, something to look forward to in the summer. And may the best team win.” Anyone wanting more information should contact 020 7700 1888. Or log on, and head to: www.topcorner.co.uk/toynewsfives

CAMPAIGN OF THE MONTH

Power Miners LEGO Lego’s latest themed range, Power Miners, is one of its key lines for this year and is being heavily backed with a 1,000 TVR and integrated media campaign…. 2009 SEES the launch of the brand new theme, Power Miners, within the Lego portfolio. Offering children a new exciting play theme, each set comprises of both heroic Power Miners and mischievous Rock Monsters so children can act out their own stories. There are nine sets to collect within the assortment, all at accessible price points to encourage trial of the range. The line will be supported by an integrated consumer marketing programme designed to capture the imagination of boys aged six-plus. Advertising Since the beginning of the year, a campaign which will feature over 1,000 TVRs has been running across both key kids terrestrial and satellite channels including Cartoon Network, Nickelodeon, Jetix and GMTV. There is also a campaign running in over 3,000 Pearl and Dean screens advertising Power Miners, targeting a captive audience of over 3.5m viewers watching films in January and February. The advert is a mix of CGI animation and live action spots, which have been designed to drive awareness among the target audience.

FEBRUARY 2009

PR Working with Attic Media, creative activity from February to April has been negotiated in National Geographic Kids and KICK! including a series of advertorials, posters, full page competitions and subscription offers. The brand will also join forces with Jetix magazine in April with a Power Miners themed takeover of the publication. This activity will include an exclusive covermount, a pull out poster, a double page spread advertorial, a full page competition and a guest editor spot. A media relations campaign will also be implemented throughout the year by Norton and Co to communicate the new collection, explaining the Power Miners and Rock Monsters element across kids’ media and dedicated kids’ pages in the national and consumer press. New media assets will also be uploaded to sites such as Toxicmag, You Tube, Video Yahoo, Video Google, Metacafe, Facebook and Gofish.

The range will be supported by an integrated marketing programme designed to capture the imagination of boys aged six-plus. In-store As with all new launches, a substantial in-store presence has been secured via a wide variety of point of sale materials, including end-caps, freestanding units and model tubes, designed to showcase the Power Miners brand.

NPD RESEARCH

Retail Sales Trends

Properties

Christmas crunch bites hard

The Night Garden and Peppa Pig has been driving value growth. Licences continued to drive sales across most categories, driven by the top three biggest growing properties In The Night Garden (again), Ben 10 and High School Musical. Other fast growing properties included Hannah Montana, and a new film later in 2009 could help maintain the

Sales

Average Price

(value, year to date)

Nov 2007

Source: NPD

Nov 2008

-2%

November 2008 1. STAR WARS 2. HIGH SCHOOL MUSICAL 3. IN THE NIGHT GARDEN 4. BEN 10 5. THOMAS AND FRIENDS

ACCORDING TO the British Retail Consortium, 2008 provided a poor Christmas for retailers. Consumers cut back and traded down in their seasonal spending due to the current financial uncertainties. Even large scale discounts and promotions in the run up to Christmas failed to entice shoppers to spend and put many retailers’ margins under increasing pressure. However, there were some individual winners, with online operations in particular showing strong growth. For the first time in 2008 the toy market for the year to date in November showed a value decline of two per cent against the year to date 2007, in a market now worth £1.2bn. However, unit sales continued to show a strong growth of five per cent. November 2008 recorded a 14 per cent decline in the average price, down to £8.62 versus November 2007 – a large downturn for the vital preChristmas month as many retailers started promotions and discounts on toy categories to drive consumer interest and sales in the lead up to Christmas. Among the seven supercategories recording volume growth in the year to date November, Building Sets & Plush had strong value growth. Plush had the strongest volume growth of 16 per cent for the year to date November 2008, driven by traditional plush toys where In The Night Garden performed strongly and has fully settled into the number one position. This was mostly driven by the performance of

UK Toy Sales

Top 5 Properties

the Hasbro range in the category. Within Building Sets, Lego City performed strongly, while Action Figures and Accessories growth was driven by the continuing success of Ben 10 and Star Wars, the latter’s sales surging because of the latest computer animated installment of the series, Star Wars: The Clone Wars. In Infant/Pre-school the continuing strong performance of In

property’s steady growth into the next year. Looking further ahead in 2009 and the factors which are likely to impact the toy market, major films set for release this year should contribute to the growth of the business. These include the long awaited return of Harry Potter, Transformers and X-Men off-shoot, Wolverine. New potential properties

Best Property Progression November 2008

Mr Men Mattel’s new Mr Men Show range saw a sales surge in November, moving up to number 176 from its October rank of 312.

For the first time in 2008, the toy market for the year to date November showed a value decline of two per cent against the year to date 2007, in a market now worth £1.2 billion. However, unit sales continued to show growth.

Oct 08:

£8.07

such as Dreamwork’s Monsters vs. Aliens should also help boost sales. In addition, milestone birthday events for the likes of Barbie and Noddy in 2009 are bound to impact a number of properties with potential new lines, series, looks and DVD releases – at least something for everyone, and hopefully enough to beat the doom and gloom surrounding the UK retail market.

Nov 08: £8.62

Best Item Progression November 2008

Tag LeapFrog’s electronic learning system continues to be a major focus for the company, and this is backed up by a steady progress up the charts, from number 110 in October to number 28 in November.

NPD RESEARCH

www.toynewsmag.com

Retail Sales Trends UK NOVEMBER 2008 (£ SALES - VALUE)

UK NOVEMBER 2008 (UNIT SALES - VOLUME)

KIDIZOOM CAMERA

FUR REAL BISCUIT MY LOVIN PUP

BABY ANNABELL DOLL

V SMILE TV LEARNING SYSTEM

VTECH

MATCH ATTAX CARDS 08/09

HASBRO

HOT WHEELS BASIC CAR ASSORTMENT

ZAPF CREATION

BEN 10 FIGURES 10CM

BANDAI

VTECH

CARS VEHICLE ASSORTMENT

MATTEL

KID TOUGH DIGITAL CAMERA

MATTEL

BEN 10 15CM ACTION FIGURES

BEN 10 DELUXE OMNITRIX

BANDAI

ITNG MINI PLUSH

ITNG 12" TALKING PLUSH

HASBRO

ITNG BASIC PLUSH

BEN 10 FIGURES 10CM

BANDAI

HSM SINGALONG MICROPHONE

TOPPS MATTEL

BANDAI HASBRO HASBRO VIVID IMAGINATIONS

BEN 10 15CM ACTION FIGURES

BANDAI

20Q

MATTEL

BG BOUNCE N SPIN ZEBRA

MATTEL

BEN 10 DELUXE OMNITRIX

BANDAI

UK YEAR TO DATE (£ SALES - VALUE)

UK YEAR TO DATE (UNIT SALES - VOLUME)

BEN 10 FIGURES 10CM

BANDAI

HOT WHEELS BASIC CAR ASSORTMENT

MATTEL

CARS VEHICLE ASSORTMENT

MATTEL

CARS VEHICLE ASSORTMENT

MATTEL

HASBRO

BEN 10 FIGURES 10CM

BANDAI

MATCH ATTAX CARDS 07/08

ITNG 12" TALKING PLUSH

BEN 10 15CM ACTION FIGURES

KIDIZOOM CAMERA

ITNG MINI PLUSH

7 8

TOPPS

VTECH

TRANSFORMERS MOVIE LEGENDS

HASBRO

ITNG MINI PLUSH

HASBRO

BEN 10 OMNITRIX FX WATCH

BANDAI

POWER RANGERS OPERATION OVERDRIVE FIGURES

BANDAI

HOT WHEELS BASIC CAR ASSORTMENT

MATTEL

BEN 10 15CM ACTION FIGURES

BANDAI

POWER RANGERS OPERATION OVERDRIVE FIGURES

BANDAI

MATCH ATTAX CARDS 08/09

FIRST STEPS BABYWALKER

VTECH

WWE RUTHLESS AGGRESSION

TOPPS VIVID

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

ADVERTISING TRENDS

MARKETING SPEND ANALYSIS MONTHLY SECTOR SPEND JAN-08 SPEND* (£)

FEB-08 SPEND* (£)

MAR-08 SPEND* (£)

APR-08 SPEND* (£)

MAY-08 SPEND* (£)

JUN-08 SPEND* (£)

COMPUTER GAMES

£1,099,176

£2,726,804

£3,205,423

£5,799,068

£4,400,716

£4,975,753

TOYS & GAMES

£1,027,407

£2,387,969

£3,831,078

£3,580,725

£3,179,384

£2,496,888

£7,027

£198,846

£311,092

£145,359

£115,026

£10,916

ELECTRONIC GAMES

N/A

TOTAL

£2,133,611

£5,313,619

£7,347,593

£9,525,152

£7,695,125

£7,483,557

MONTH SUB MARKETS

PRE-SCHOOL TOYS & LEARNING AIDS

MONTHLY ADVERTISING SPEND (2008)

SHARE OF ADVERTISING SPEND (2008) PRE-SCHOOL TOYS & LEARNING AIDS 3%

£30,000000

ELECTRONIC GAMES 0% COMPUTER GAMES 58%

COMPUTER GAMES

£25,000000

TOYS & GAMES PRE-SCHOOL TOYS & LEARNING AIDS

Discounted spend

£20,000000

ELECTRONIC GAMES

TOYS & GAMES 39%

£15,000000 COMPUTER GAMES

TOYS & GAMES

PRE-SCHOOL TOYS & LEARNING AIDS

ELECTRONIC GAMES

£10,000000

SECTOR £5,000000

£0 -08 EB-08 R-08 R-08 AY-08 N-08 UL-08 G-08 EP-08 CT-08 V-08 EC-08 J JAN JU F O S D AP NO M AU MA

TOTAL SPEND

COMPUTER GAMES

57%

£67,475,696

TOYS & GAMES

39%

£45,840,568

PRE-SCHOOL TOYS & LEARNING AIDS

£4,010,712

ELECTRONIC GAMES

£127,711

100%

£117,454,686

TOTAL (ALL)

uge e sales increases for clients in Toys, Gaming, Oral Health and d non-HFSS Food 5% year on year revenu ue growt wth in n 2008 Red bu ith Frubes Integrated ‘TV spo ot +’ campaigns up 40% year on year Onlline shop fully operational 2 Mediaw Mediaweek Awards A 1 Cam cre eas 08 Red b button gaming g s teg gra 1 Cam mpaign Aw Award Ca To oys ming g sold s outt Interactive ca amp g p y y p y p p g rd d Campaigns mpaigns p proven t ral Health and non-HFSS Food • 5% year on year revenue growtth in 2008 Red button gaming sold out Int nteractive revenuess up 67

ADVERTISING TRENDS

www.toynewsmag.com

Our new look marketing analysis page has been broadened to include not just TV, but now press advertising, too. The information from Billetts (formerly Thomson Intermedia) accurately monitors actual discounted spend, as opposed to quoted ratecard figures and offers comparisons with rival sectors, as well…

*Discounted JUL-08 SPEND* (£)

AUG-08 SPEND* (£)

SEP-08 SPEND* (£)

OCT-08 SPEND*(£)

NOV-08 SPEND* (£)

DEC-08 SPEND* (£)

TOTAL SPEND* (£)

£5,127,993

£3,266,874

£2,889,262

£6,784,203

£16,328,901

£10,871,522

£67,475,696

£1,415,099

£2,241,397

£4,514,287

£8,902,916

£9,355,832

£2,907,585

£45,840,568

£51,513

£53,311

£233,656

£1,516,105

£1,242,854

£125,007

£4,010,712

£2,922

£29,430

£25,591

£25,699

£27,173

£16,896

£127,711

£6,597,527

£5,591,013

£7,662,796

£17,228,924

£26,954,760

£13,921,010

£117,454,686

TOP 20 ADVERTISERS (2008) COMPANIES

PERCENTAGE OF ALL SPEND NINTENDO 17% MATTEL 10% ACTIVISION 6% UBI SOFT 6% ELECTRONIC ARTS 5% HASBRO 4% CHARACTER OPTIONS 4% THQ 3% ROCKSTAR GAMES 2% SONY COMPUTER ENTERTAINMENT EUROPE 2% SEGA ENTERPRISES 2% PLAYSKOOL 2% VIVID IMAGINATIONS 2% KONAMI 2% MICROSOFT GAME STUDIOS 2% TOMY 1% BANDAI 1% FLAIR LEISURE 1% PARKER BROTHERS 1% ZAPF CREATION 1% TOTAL (TOP 20) 75% TOTAL (ALL) 100%

CHANGE (YEAR-ON-YEAR)

19% -33% 168% 73% -30% 2% -22% 32% 6,369% -23% 99% 196% -55% 239% 1,293% -43% -17% 17% 6% -28% 7% 2%

The spend data supplied to ToyNews is limited to press and TV (excluding all other media). This is because 90 per cent of advertising spend in the toys, games and computer games category is in these two media and the monitoring process is quicker so that the data provided is more current than previously supplied (only one month in arrears). The press spend data is discounted rather than ratecard. The TV spend data for December 2008 is for December 1st to 27th and not for the full month due to a backlog of data from the Christmas period pending analysis. The year-on-year figure for December is based on the like-for-like 27-day period in 2007.

Billetts captures approximately 20,000 advertisements every day and its total database currently contains some 70 million ads. It works with 180 advertisers spending over £3 billion. This enables it to predict, with a great degree of accuracy, the cost of each piece of creative captured. Its TV coverage monitors ITV London, Channel 4 and Channel 5 (24/7) all ITV regional terrestrial and 25 cable and satellite channels on rotation. Press monitoring includes national dailies, national Sundays, 28 key regional titles and around 350 consumer and business magazines plus supplements, inserts, scratch cards, cover wraps and promotions.

Billetts Media Monitoring is the fastest and most sophisticated advertising monitoring service in the UK that provides both spend data and latest creative treatments. To find out how BMM could benefit your business visit www.ebiquity.com/uk/bmm or email us at enquiries@billetts.com

u utton gaming sold out Intteractive reve enues up 67% year on year 1stt VOD advertiser on Sky Any ytime m mpaign Award Campaigns s proven to b e the most effective in the mar r ket – source D2D Huge sales Here’s to two years of building brands and ssold out Interactive revenue s up 67% year on year 1st VOD advertise er on Sky Anytime with Frubes breaking new uground ate Turner Media Innovations. aampaigns proven to be the most effective in the market – source D2D Huge sales increases for clients ee revenues And to aon bright too. uphere’s 67% year year new 1st future VO OD advertiser on Sky Anytime with Frubes Integrated ‘TV spot oo be the most effective in th he market – source D2D Huge sales increa ases for clients in Toys, Gam ming, For more information visit www.uktmi.co.uk % year on year 1st VOD advertiser on Sky Anytime with Frubes Inte egrated ‘TV spot +’ campaign ns up

APPOINTMENTS

FROM LEFT: Marvel’s Tim Connors; Mega Brands’ Clare Cullinane; Deborah Dugan from Entertainment Rights and Grossman’s Ed Burns with new staff

APPOINTMENTS

Cullinane moves to Mega Brands, Dugan is new ER CEO, Grossman opens Hong Kong office and Wow Toys is on the move...

Mega Brands has announced the appointment of a new international marketing manager for construction. Clare Cullinane brings with her 12 years of experience in the industry and has worked for various industry giants including VTech, Lego and Hasbro. Dave Martin, general manager at Mega Brands, said: “We are very happy to welcome Clare to the team. Her expertise spans across educational software, construction and video games and we’re sure that Clare is going to help our European business go from strength to strength.” The firm has also restructured its board, with Peter Main departing and Paul Rivett joining. Main departed last month and Rivett’s appointment is the result of Fairfax Financial Holdings exercising its right to appoint a director to the board under the terms of the private placement of senior unsecured convertible debentures.

FEBRUARY 2009

Entertainment Rights has confirmed that Deborah Dugan has been appointed to the role of chief executive officer, effective immediately. Dugan has served as president and CEO of Entertainment Rights North America since April 2007, prior to which she was president of Disney Publishing Worldwide, the world’s largest publisher of children’s books and magazines. Dugan succeeds Nick Phillips who, as CEO, initiated a thorough review of the company’s operations and who left the business at the end of 2008. In addition, Jane Smith, chief creative and commercial director, has also announced her departure from the board. Smith had been with Entertainment Rights since December 1999 and played a key role in building up the brand and its content portfolio.

Finally, the company has announced that Paul Ashworth, ACA, group financial controller has become company secretary in succession to Irvin Fishman. Tim Connors has been named chief operating officer of Marvel Studios, the Hollywood subsidiary of Marvel Entertainment. In his new role, Connors will be managing Marvel Studios’ day-to-day business operations and overseeing business transactions for all of the studio productions. Upcoming projects will include the releases of Iron Man 2 on May 7th, 2010, Thor on July 16th, 2010, The First Avenger: Captain America on May 6th, 2011, The Avengers on July 15th, 2011 and Ant Man. Prior to his promotion, Connors served as executive vice president of business affairs and operations for Marvel Studios, a position he held since December 2006.

Wow Toys has expanded its operation and moved to a new office in West London. It’s not too far from its old base, but all contact details for the firm have changed: Ground Floor, Palace Wharf, Rainville Road, London W6 9HN. The new telephone number is 020 7471 0980. Fax is 020 7385 6865. H Grossman has opened a new Hong Kong office and showroom headed up by sales manager Ed Burns, who will be working with existing and new partnerships to help the firm source new products and maintain quality control. Boss Martin Grossman said: “We very much look forward to seeing you at any time (preferably not after 10.30pm in the evening as that’s eating and drinking time) in our Hong Kong office where we will assure you of our best attention at all times.” The offices are situated on Mody Road in the centre of Tsim Sha Tsui.

B A R N E T T C ON S U LT I NG I N T E R N AT I O N A L

PETER BARNETT Executive Search For over 30 years leaders in toy sector appointments. For a discussion about your own career, in the strictest confidence; contact us.

See us at Toy Fair Mobile: 07831 278316 or email barnettgp@aol.com

THE DREAM TEAM

Who would you choose? MANAGING DIRECTOR

ROB MANN (TOMY) A steady pair of hands and a popular and high profile figure within the industry, Mann’s stewardship of Tomy across Europe gives him the ideal experience as MD of ToyNews Ltd and his involvement with the BTHA and Toy Trust (is there anybody he hasn’t attempted to coerce onto a saddle?) gives him a wide range of contacts across the UK business.

SECOND INTERVIEW: Nick Austin (Vivid), Kevin Jones (Spin Master), Jon Diver (Character Options), John Hutt (Halsall)

CHAIRMAN

MARKETING DIRECTOR

RICHARD KING

MARK FOSTER

(CHARACTER OPTIONS) We’ve gone for a little flamboyance and entrepreneurial spirit ahead of perhaps steadier blue chip experience from some of our other excellent candidates. Could be construed as a more risky choice in these turbulent times but, hey, this is a fantasy team, there’s no real money on the line here. That’s not to say that King is not a serious choice. Under his stewardship Character Options has become a powerhouse UK toy supplier since it floated in 1995. It has put together an impressive product lineup with a good mix of licences and latterly its own IP. Our other candidates are, of course, equally capable and it was very close, but no cigar. SECOND INTERVIEW: Frank Martin (Hornby), Peter Brown (Flair), John Harper (Hasbro)

(HASBRO) A long-serving Hasbro stalwart who brings a wealth of experience across many of the firm’s key brands in a number of categories and from its European marketing department. Enjoyed phenomenal success last year with In the Night Garden and huge-selling boys lines such as Star Wars and Transformers to name just two.

SECOND INTERVIEW: Darrell Jones (Bandai), Jackie Jordan (Mattel, Anna Chapman (Disney), Sally Plumridge (Tomy), Teresa Ceballos (Leapfrog), Jerry Healy (Character Options)

SALES DIRECTOR

DOMINIC GEDDES (MATTEL) In times like this, when shelf space ever more precious, you need an expert navigator around the rocky retail waters and Dominic has overseen huge success for the Mattel brand in the UK not just with the aforementioned Barbie, but also with Cars, 20Q, Fisher-Price and, of course, the Elmo range.

SECOND INTERVIEW: Foye Pascoe (Hasbro), Dave Howard (Drumond Park), Graham Canning (Vtech), Steve Buckmaster (Esdevium)

FEBRUARY 2009

THE DREAM TEAM

www.toynewsmag.com

With a little imagination, a bottomless salary pot and seemingly irresistible powers of persuasion, ToyNews has put together the ultimate UK toy supplier, with a team handpicked from the industry’s best. There were many strong applicants, some tough choices made and our second interview ‘squad’ is just about as strong as our first team, but here, after much discussion, is our ultimate fantasy toy team line-up…

SALES MANAGER

PAUL EDWARDS (BANDAI) Again, there’s no shortage of good sales staff in the toy market, but we’ve opted for the man who has helped keep both Power Rangers and Tamagotchi on the shelves and has latterly enjoyed huge success with the unfancied Ben 10.

SECOND INTERVIEW: Kay Green (Hasbro), David Bramford (Character Options), Jon Ward (Flair)

BRAND MANAGER

GYLLA LEWIS (MATTEL) Successfully launched Scene it? in the UK and has worked on the development of many UK-driven games initiatives such as Dora, The Simpsons and various new versions of Scrabble, including Pink Scrabble, with Breakthrough Breast Cancer Care. As Senior Brand Manager on Barbie, Gylla worked with the Sugababes to launch a range of Barbie dolls styled by the band. Took Barbie online with Barbie Girls.com and launched Barbie Island Princess with the help of Myleene Klass. Now Senior Brand Manager for Fisher-Price core products, part of Mattel’s Crown Jewels. SECOND INTERVIEW: Nic Aldridge (Vivid), Alpana Virani (Disney), Melissa Wallace (Lego)

HEAD OF PRODUCT DEVELOPMENT

MIKE MOODY (SEVEN TOWNS)

MARKETING MANAGER

EMMA SHERSKI (VIVID IMAGINATIONS) Another difficult choice to make, but in the end we chose Emma, not because of her work with the Crazy Frog brand, or even Robin Hood but, of course, because of the phenomenal success achieved with Bratz in the UK while up against a toy industry icon in Mattel’s Barbie. Nothing short of phenomenal with the Bratz versus Barbie storyline - the only thing the national press were interested in with regard to the toy industry for a long time.

Mike has been at the forefront of toy design for over 20 years and was instrumental in the development of many games and toys. Leading Seven Towns, one of the world’s foremost design and inventing houses, provides a global perspective of the success factors needed to meet the challenges of the future. Moody has been instrumental in Rubik Brand developments, recent hit action games, Splashy The Whale, Pig Goes Pop, Scooby Doo Haunted House and a host of toy products including Boglins, MixiChix Collectible Dolls and Tooby Woobies launching at this year’s toy fairs.

SECOND INTERVIEW: Johnny Henton (Vivid), Jon Mariani (Drumond Park)

SECOND INTERVIEW: Emma Eden (Vtech), David Lubliner (Leapfrog), Grant Gie (Hasbro)

DO YOU DISAGREE? It’s all entirely subjective of course, but you may feel we haven’t picked the best team here. In which case, let us know and we may even run your alternative selection. FEBRUARY 2009

SHOW FOCUS MATTEL

Leading from the front Bullish forecasts from major toy suppliers will be few and far between over the coming months and possibly on a longer term basis. Mattel’s senior management, however, believes the firm’s core of big-name brands mean it is well positioned and it is even brimming with confidence for next year. Ronnie Dungan visited the firm’s Maidenhead HQ to speak to MD David Allmark and Marketing Director Jackie Jordan about how a market leader copes with the crunch… TALK TO any toy company around the end of a year and the focus is usually on exciting new ranges and the year ahead. The end of 2008 was different in that it was outside factors occupying the minds of many MDs. In particular, Woolies. The toy industry had more reason than most to hope that the High Street icon would find a way to survive administration. But as, Mattel MD David Allmark points out: “Hope is not a strategy.” Meeting the firm’s UK chief and marketing director Jackie Jordan at its Maidenhead HQ, the Woolies issue becomes the first topic of conversation. But Allmark is not unduly concerned for his firm, having already reduced its commitment to the retailer some time back. “We had an extremely low stock position,” he explains. “Our stock was sold to other people. I wouldn’t say we foresaw all of this, but we saw trouble coming. “We’ve had the passing of an incredible force for selling toys,” says Allmark. ”At the end of the day it’s not toys that brought Woolies down. And when you lose that many points of distribution, that’s when you start to appreciate what we had.” But Allmark is very much a glass half-full man and sees the possible positives from the situation. “Somebody is going to see some market share opportunities from all of this. Some retailers will wake up to find that there are 15 points of market share up for grabs.” Mattel is one of the players on the supply side that could pick up market share from the industry’s current state of flux, he thinks. “There’s a chance that the industry could contract this year and if it does, Mattel are more able to steal market share than anyone else.” In fact, he says, all those watching for signs of the toy industry’s commitment to spend and resistance FEBRUARY 2009

JORDAN (LEFT) AND ALLMARK: Looking forward to a bumper year for Barbie’s 50th birthday

We see 2010 as being an absolute blockbuster. And it has to be. For the industry. David Allmark, Mattel to recession, may have to wait another 12 months before they get an answer. It’s not about 2009, he says, it’s about 2010. “Next year will be the test of that, because a lot of people have already committed spend. And if they have any discretionary spend they will pull it back. Next year will be the year that we will see what people are planning and I can’t imagine too many people are going to be very bullish.” That said, he is about as bullish as can reasonably be expected, given recent events. “We’re very optimistic for the next year. We’ve got to navigate where the sales are going to go from a retail perspective. We’ve got to push with the people who are going to be aggressive. But we feel very confident about our products and brands.” Core products will be the key to

progressing and Mattel is putting its focus on its Crown Jewels – Barbie, Hot Wheels, games and Fisher-Price. “There have been a lot of positives this year. We’re starting to see the shoots of growth in the Barbie business. And you know, we’re not here on an annual basis, we’re here forever. “There has been a great performance across Hot Wheels and Fisher-Price. We’re really kicking against all the stats that say we should be having a bad time. One side of the craziness we have seen over the last few weeks is that prices have moved up. For me that’s the most robust way of meeting that challenge. Fisher-Price is a good example. If it was really price sensitive we wouldn’t see growth of that nature. The economic downturn is not why people are discounting at such levels, it’s competition.”

Marketing director Jackie Jordan says budgets will be more considered going forward, but the investment will be maintained. “We have continued to invest, but obviously we have looked carefully at how we spend that money. Spend will probably be down on 2007 but that decision has been taken for a good reason. It doesn’t mean we’re not supporting our brands. “If you look back at the dynamics of the industry, it is resistant to the contraction of disposable income. Value for money is about how long a child plays with a toy. So the core brands and the core categories will be the ones that do well. “Our approach this year is that it doesn’t make any sense to stick everything down, so the focus is on bigger initiatives to drive cut-through and interest. The most important thing is to communicate the key brands to the core audience. We’re looking at key programmes for Barbie, Hot Wheels and Fisher-Price. We’re looking at sponsorship, retail promotions, PR, online, etc. “Scrabble is a good example. It hasn’t been on TV, but we’ve done a lot of third party promotions – scratch cards etc. It’s all about the point of engagement. “Barbie, for instance, has channel sponsorship, competitions, microsites and so on and if you stop doing those sort of things you lose engagement.” The balance between risk and innovation is the key to success now and Mattel thinks it has the right products for the current climate. “We’ve got to innovate even more. We’ve got to bring product to the customer that they value and know are going to get longevity out of. “We see this year as challenging, but we’re optimistic. And we’re even more optimistic beyond 2009. We see 2010 being an absolute blockbuster. And it has to be. For the industry.”

MATTEL SHOW FOCUS

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BARBIE AND MORE - MATTEL’S 2009 GIRLS

BOYS

Barbie’s 50th anniversary is the major talking point in the girls’ line-up. Mattel will launch a year-long campaign of activity for Barbie fans including partnerships with top names in fashion, where girls will be given the opportunity to design Barbie outfits. An extensive year-long marketing campaign will include interactive, experiential, online, TV sponsorship and advertising activity in girls’ and mums’ print titles.

Hot Wheels will be backed by a major marketing campaign which will include TV, partnerships, online, PR and in-store ‘activations’. Spring launches include the decotransforming Colour Shifters and Jurassic additions for the collectible Trick Tracks line. Colour Shifters are 1:64 scale vehicles which change colour in warm and cold water. Unique memory paint ensures that the paint job stays true, even when dry. TV driver, the Colour Shifter Blaster play-set brings the colour change action to life in the form of a customisation station. And, for Christmas 2009 a popular theme is set to make a comeback with the Great White Shark set. Hot on the heels of The Dark Knight’s success, animated series The Brave and Bold, will engage younger Batman fans. Mattel’s supporting line-up will incorporate figures and vehicles.

accessories to create a whole new way to play the game. New additions to the growing kids’ game portfolio will arrive in the autumn.

RADICA U-Create, is set to unleash artistic potential with the UArt and U-Mix systems for budding artists and DJs, while 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 ahead of a brand new multiplayer launch for autumn. A high impact marketing campaign for the Girl Tech brand is designed to reinforce well-established lines such as Password Journal and new spring line Sugar Cubes, while major launches for Christmas 2009 include FAMPs - a range of collectible electronic characters enabling girls to unlock a world of screensavers, games and emoticons on their PC.

FISHER-PRICE March will see the release of animated DVD movie Barbie Thumbelina which will be supported by a major sponsorship deal with a leading children’s TV channel, which will introduce children to the story-line. Barbie’s autumn entertainment release takes a modern-day twist on a classic fairytale. Following success in 2008 of core Barbie lines, which saw Barbie toy sales in fashion and beauty increase in value by 97 per cent, the offering from 2009 features additions across the whole range including modernised versions of historic performers including the Barbie townhouse and campervan. The release of High School Musical 3 on DVD in February will coincide with the launch of new HSM3 product; while in May, Hannah Montana’s first theatrical release will be celebrated with the introduction of new lines. Mattel will also expand on its Disney relationship with the launch of a range of Disney Princess large dolls, boasting a variety of feature-led and collectable dolls from well-known Disney movies. Polly Pocket’s new product line will develop successful core play patterns – water-play and fashion. New launches include collectable stackable courtyards and the super-size Rollercoaster Hotel which lets girls combine imaginative play with a high piece count and light, sound and moving features. The My Baby brand will continue to expand in the large dolls category with the launch of I Can Do It. Lastly, Petites Club will be extended with new items and supported by a major sponsorship deal and further online activity.

Fisher-Price is set to make extensions to key ranges. The Rollin Around Jungle Treehouse joins the Amazing Animals collection. The chunky activity toy provides lots of drop-through and

rolling action for infants. The successful Bounce n Spin Zebra will be introduced in a pink edition in the autumn, and there’s a complete new range launching this autumn for the Infant portfolio, with a brand new take on activity blocks in the Stack n Surprise range. The Little People range celebrates its 50th anniversary this year. Special edition anniversary play-sets in retro take-along tins will mark the occasion. Imaginext also remains the spotlight for the year, with Ocean, City and Lost Creatures themes. New to the Kid Tough range are Walkie Talkies complete with super tough specification and a range of 300ft. They will launch in the second quarter.

A new Toy Story collection launches this summer, featuring a strong range of figures and vehicles. The theatrical release of the original Toy Story, complete with 3D digital makeover, hits cinemas in October. Cars die-cast will see two major introductions in spring. The Tractor Tippin track set will allow fans to recreate the popular scene from the animation and the Minis Race n Rescue Play-set is the first to feature popular character Red the Fire Engine. For Christmas, a new McQueen new track set is scheduled.

GAMES A major marketing campaign throughout 2009 will continue the momentum behind Scrabble, while Mr Men Scrabble also joins the portfolio to engage younger fans including popular characters Mr. Bump and Little Miss Sunshine. In The Simpsons 20th anniversary year, The Simpsons Edition Sceneit? arrives for autumn. The Pictionary range is added to with Pictionary Man which brings together drawing, clues and interactive

FEBRUARY 2009

SHOW FOCUS BANDAI

Big on Ben With a new series of Ben 10 and yet more from the Power Rangers, don’t expect anything radically different from Bandai in 2009 other than the same solid sales performance in the boys sector. It does, however, also offer some interesting new girls’ lines, as Ronnie Dungan found out… IF IT’S THE start of the year, it means a new range of Power Rangers are about to hit the shelves, right? They’re as much a part of new year as sales and broken diets. And 2009 is no different. The new series of the show, Jungle Fury, has been on TV a little longer than it normally is before the toys appear. The range was launched in January and will spread across the full year, with marketing support. You don’t need to know the intricacies of the plot, suffice to say it has bad guys and Rangers with Morphers, weapons and vehicles. But 2009 sees a new ‘powerful animal spirit,’ meaning they morph into Tiger, Shark, Jaguar and er….Bat. The 12.5cm Sound Fury figures feature all Power Rangers and come equipped with shock sensor sound. Jungle Fury Cheetah Ranger and Evil Space Aliens are also available. In March Savage Spin Rangers arrive with an arm spinning feature. The faster it is spun, the more the Ranger lights up. The 12.5cm Animalized figures come with battle gear which configures into a weapon. The 30cm Mega Action Figures feature interchangeable helmet plates and come with weapons, sounds and phrases. Fireball accessories combine to make a Super Tiger Weapon. Micro Animal Zord sets include animal Zords which combine to create a vehicle or Megazord. The Strike Rider Animal cycles include cycle, attack and bite modes. Each FEBRUARY 2009

is equipped with missile-firing action and comes with a poseable action figure. The Thunder Roar Animal vehicles transform from vehicle to Zord and also have missile-firing and a figure. The traditional role-play range includes the wrist-held Morpher, the Wolf Ranger Morpher and the Solar Morpher clip-on headset, which features three interchangeable shields – Red Tiger, Blue Jaguar and Yellow Cheetah. Tiger Battle Claws feature motion-activated sound effects. Completing the range are the Jungle Tonfah Staff with Shock Sensor and sounds and the Claw Cannon Air Blaster, released in March. The top of the range figures are the Transforming Beast Master Megazord, featuring animal Zords, which can be combined to make the Beast Master Megazord. Jungle Pride

Bandai’s real success story of late is Ben 10. The Cartoon Network phenomenon has been a solid driver of sales and new series, Alien Force, moves the plot on five years with Ben able to transform himself into new aliens. Megazord combines Tiger, Jaguar and Cheetah Fury Zords. Lastly, the Deluxe Jungle Master Megazord throws a Swinging Thunder punch and uses spinning arms to move across flat surfaces. Bandai’s real success story of late is Ben 10. The Cartoon Network phenomenon has been a solid driver of sales and new series, Alien Force, moves the plot on five years with Ben able to transform himself into new aliens. New lines include Alien Creation sets containing two 6.5cm figures, alien key and recipe card. Aliens can be combined to create new creatures. Also available are 10cm figures with card and transparent mini-figure. Each Deluxe Alien Collection has an individual feature. The 15cm DNA Alien Figures have unique battle features. The 20cm Alien Action Figures are two toys in one, e.g. Humungosaur transforms into a DNA missile launcher. A range of stretch aliens are also available as are alien vehicles and Kevin Levin’s Action Cruiser, featuring DNA alien capsules filled with Planetary Powder.

Hero item is the Alien Creation Chamber, which, used with the 6.5cm figures, creates new aliens. The Omnitrix Projector projects the alien onto a surface and the Ulimate Omnitrix can be used in conjunction with the transparent figures to create a light-up transforming effect. The newest version of Tamagotchi is Music Star, which sees the pets nurtured to become pop-stars. They attend auditions, perform and marry other band members. Star Friends are 36cm function dolls with realistic features and virtual pet-type interaction. They are available with a complete range of accessories including a stroller, bed and additional outfits. A virtual pet accompanies each doll. Keytweens are mini-dolls and playsets which open to reveal different themes. Bodies and outfits are mixed and matched and each has a key to unlock themed playsets. The line includes Adventure World dolls and Princess World. Lastly, Harumika is a new girls’ fashion concept allowing girls to create designs on special mannequins. Each set contains two mannequins and a variety of fabrics and accessories including stickers, flowers and ribbons.

SHOW FOCUS HASBRO

Ready to rumble A triumvirate of big boys’ movies forms the basis of Hasbro’s 2009 offering, but there’s also emphasis on boys and girls collectables and the relaunch of the Cranium brand to look forward to. Ronnie Dungan runs through the highlights and speaks to marketing director Mark Foster about what promises to be a busy year for the firm…. HASBRO IS set for a big year in 2009 across all sections, with particular highlights in the areas of movie franchises, reinventions of old classics and cool collectables for all ages. In boys, there are three big blockbuster films driving the business. There’s the long-awaited live action GI Joe movie; the second Transformers film; and Wolverine, a prequel to the popular X-Men trilogy and what could be the first in a series of X-Men character films. Each film will be supported with a wide selection of figures, vehicles and role-play toys, such as the Wolverine Battle Claw which includes retractable claws and sound effects, and an all-new Transformers voice changer helmet. The Transformers range is particularly extensive with action figures in all sizes. This year will see continued support for the Star Wars: Clone Wars CGI animated series that will be shown on Sky Movies and then transfer to the Cartoon Network in February. Fans of the series can get their hands on more of their favourite characters and vehicles, including the Turbo Tank that will be out in time for Christmas. There will also be new figures from the Build a Droid and Legends ranges, as well as a six-inch remote controlled R2D2 that includes a 360° spinning head. The major collectables range for boys will be the Super Hero Squad Marvel Universe figures and Star Wars Galactic Heroes. The girls range will have two strong reinventions – Strawberry Shortcake and My Little Pony. Strawberry Shortcake returns with a totally new look and the range will include FEBRUARY 2009

Hasbro’s 2009 boys offering is centred largely on blockbuster film licences, including the new Transformers movie

strawberry scented figures, playsets and mini plushes. My Little Pony will also be getting an update and the introduction of a new range, the Newborn Cuties, which are a smaller version of the popular Newborn range. The main figures are set to have more distinctive figures, with slimmer frames, larger eyes and more defined feet. The firm is also going big on girls collectables this year with 300 additional animals being added to the Littlest Pet Shop range, including new

Deco Pets which can be personalised with gems, stickers and glitters. Care Bears have returned to the pre-school range. Available from autumn, the key focus for this year is plush with the six core characters including light-up tummies. The Big Hug Bear is set for release at the end of the year with other characters being introduced in 2010. In the games division, Hasbro will bring out new variations of some old favourites – Connect 4, Battleship, Trivial Pursuit and Cranium.

The new Connect 4 includes a ‘pop-out’ option in the bottom so players can either start with a full grid and pop-out discs to win, or pop-out opponents’ discs. Battleship Reinvention introduces a hexagonal battlefield as a vertical design brings the game to a different level. With the latest version of Trivial Pursuit, player’s moves are judged by the difficulty level of their questions. So if they answer a level six question, for instance, they move six spaces. Cranium, which was acquired by the company last year, returns with new questions and two additional games – family and junior. The range has been slimmed down considerably to focus on the core Craniumbranded products.

HASBRO SHOW FOCUS

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Foster’s draft Marketing director Mark Foster outlines his marketing plans and what the firm is expecting from what promises to be an extremely challenging year for the trade… Firstly, run us through what sort of year it has been for Hasbro. What have been the product highlights and what products that have under-performed? In the context of an incredibly challenging end to the year, we are pretty happy about how the year shaped up. We will be up on last year, which is what we’d planned for, but is still a real achievement in the current market. Transformers held up supremely well after last year’s movie and the Star Wars line, despite a disappointing performance of the Clone Wars movie, continued to deliver as planned. We’ve had some real successes in games that the category needed: Monopoly World Edition was a stand out, of course, and Pictureka! turned out to be a bigger hit than we had predicted. Biscuit the Dog was a sales and PR highlight (reportedly saving department stores’ Christmas) and contributed to another good year for FurReal. The rest of the girl’s category was a bit tougher for us, both in nurturing dolls and collectibles, but we’ll be back with new launches and bigger plans for 2009 to make sure we continue the progress we’ve made over the last couple of years with Baby Alive, My Little Pony and Littlest Pet Shop. Nerf was a priority for us and we put of lot of effort into getting this away in 2008. This has paid off and we are feeling very confident that we can build on the platform we’ve established now. Does that mirror the usual sort of year for Hasbro or was 2008 different in any particular way? Hasbro’s strength is the breadth of our portfolio and it’s inevitable that we’ll have some winners and some also-rans within our range – it’s the nature of the business. Where I’d say we’ve been successful in 2008 is to pick and back more of the winners. But there were a few factors unique to 2008 that affected everyone: a very late start to the peak sales season, Woolworths’ going into administration, and an economic downturn that really accelerated towards us. Trying to market products in the midst of this and the retailer’s strong promotional activity I think was a new challenge for us all. Marketing support was strong on TV, as ever. Have you had to make any adjustments in spend or the way in which it is spent? We had a number of new launches in 2008 and TV is always an important communication tool for us. We spent significantly more on TV year-on-year, but we have also responded to the growing importance of other media, particularly online.

Pet Shop and My Little Pony, the great news for the category next year is the return of Care Bears and Strawberry Shortcake. Like we have shown with other classic brands we’ve brought back, we’ll be bringing innovation in both product and marketing of these lines that bring a new generation of consumers to these fantastic properties. And what about the rest of the games range? More new versions of established products? As ever, our Games line-up and support will be a mixture of refreshes of classic lines, extensions of our great brands and some exciting new launches. We’ll be bringing to market ‘reinventions’ of Connect 4, Battleship and Trivial Pursuit, fun new extensions of last year’s hit, Pictureka, and more news on Monopoly to anniversary the success of World Edition. There are also a couple of new launches… actually we’re on for a busy year on games this year. And research tells us these are just what consumers are looking for in these more prudent times.

Foster believes Hasbro has the strength, brands and plans for growth in 2009

There seems to be a lot riding on the boys action market in 2009 with Transformers, Marvel and GI Joe, moreso perhaps than in recent years. Deliberate move, part of an ongoing increased commitment to that sector, or simply down to the film schedule? Great toy movies are bit like proverbial buses… We’d love them perfectly timetabled but that’s not how it happens. But we remain committed to this category regardless, particularly as Transformers and GI Joe are Hasbro’s own properties and are developing into long-term movie and entertainment franchises.

and if so, what is the expectation from the range now? We are very, very confident about Transformers and think we can put over 25 per cent compared to the first movie. We definitely missed some sales in 2007 and the new movie is looking stunning – it’s got a bigger production budget, a bigger marketing budget, a whole new cast of characters and the toy line is frankly awesome.

Transformers and GI Joe seem to be huge ranges. Is there a danger that perhaps there are too many lines? I really think we’ve got the lines right. We obviously have a lot of experience on Transformers, before the first movie even, but what the movie did was bring the property to a new generation. The range reflects the desire for different play patterns and collecting patterns. GI Joe is a tighter line by comparison to reflect the particular opportunities and objectives we have for the UK market.

What about other areas of the business? Last year saw a great emphasis on Playskool, how did that perform? Playskool was an emphasis for us last year and remains so for the coming year. The re-launch was a great success. Not everything worked admittedly, but it has given us great insight and confidence in the brand. It’s a busy, tough category with some big players, but we are in for the long haul.

Expectations for the new Transformers were presumably higher than the previous range, has this been tempered somewhat by the downturn

And what about girls? What’s new for 2009? As well as continuing to support our existing brands – Baby Alive, Littlest

What about forecasts for this year, is there optimism towards growth or would maintaining what you have be a good performance? We always back ourselves for progress each year. This year’s looking a bit harder to judge as we are in unprecedented times and there’s uncertainty about the impact of Woolworths. Despite this, we still believe we have the strength, brands and plans to have another good year in 2009.

FEBRUARY 2009

TALKING POINT TOY DESIGN

Backing the boffins Without the artistry and creativity of the people who invent the toys that you all sell, you would be nothing. Why is it then that people often refer to toy inventors disparagingly as little more than opportunistic Gepettos who charge extortionately for their services? But, in fact, toy companies do not treat their designers like fictional characters and they seem to be taking them even more seriously at the moment, as Jon Salisbury discovers... THERE IS GENUINE fear among toy manufacturers that they might develop a hugely successful toy only to be challenged legally and accused of stealing the idea from an inventor who showed them a not dissimilar idea a few years ago, sketched on the back of a fag packet. I remember being told exactly that many years ago by Lego in Denmark, which is quite ironic, really, when there have always been questions about the origin of its original building block. The outcome of MGA’s bust up with Mattel may induce a bout of extreme inventor paranoia but, while no fag packets were involved, it has sharply focused attention on the crucial role that the origin of intellectual property rights has played in this business. The potential of a claim by an inventor that he had first created a product that someone else had brought to market has always scared manufacturers. It has made them wary of entertaining external ideas from people who they do not have a relationship with. They tend to rely on a trusted band of inventors to whom they have often turned. For new people, getting to see the product development team can be a bit like pulling teeth – but all that would appear to be changing as the current economic climate sees inhouse teams being trimmed, with toy companies starting to encourage external concepts as a result. Does that mean the dawn of a golden era for inventors? Don Rosenwinkel, of Chicagobased design firm Blue Monster Toys, would like to say that it is going to be a golden era for inventors, but he actually thinks that it is going to get much tougher. “Ideas will only be as good as your ability to execute them. This will require development and FEBRUARY 2009

Manufacturers are wary of entertaining external ideas from people who they do not have a relationship with. For new people, getting to see the product development team can be a bit like pulling teeth – but all that may be about to change. development is expensive. The days of selling an idea from a napkin sketch are long gone, as the burden of the development is moving from the manufacturer to the inventor.

This will increase the inventor’s costs of operation along with their risk.” That is fine if you are already set up as an invention house with a reputation to draw on. Bruce Lund of

Lund and Company Invention in the US thinks it is too early to say if it is boom time for inventors. “Manufacturers are streamlining costs out of products and royalties is one more cost that can be squeezed,” he observes. “Not sure I see a golden era on the horizon, but I love the thought of it. Fingers crossed. The world changes, it’s full of surprises, and not all are bad.” Howard Fleischer of RoyaltyPros Licensing in New York says yes – with a condition. “The reason I say a qualified yes is because the manufacturers have raised the bar over the recent years on the level of development that they expect the inventor to do in order to get traction with them and, ultimately, a good deal. “There seems to be a concerted effort from the toy industry as a whole to woo the top professional toy designers to their favour. I have noticed an increasing competition amongst the major toy companies to get the inventing community to bring their best inventions and insights to their respective development camps first. By nurturing this community – which in relative terms is initially much cheaper than an inside development department – just one successful relationship can pay high dividends for all involved well into the future.” Toy companies usually demand exclusive licences from external inventors and they also prefer products that can be extended into complete lines. It sounds like the onus to present product concepts of a higher quality is falling squarely on the shoulders of the design and invention community. Fleischer thinks manufacturers look to the savvy developer to present concepts that are well thought out, almost completely engineered with respect to function and manufacturability at

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a low cost. He also sees them asking for tie-ins to entertainment/brand licences that the toy company owns the marketing rights to, a tall order for those who wish to be considered within the manufacturers’ Toy Designer ‘A’ lists. “All things being equal,” Fleischer continues, “a key component to the life blood of the toy industry is innovation and fun, and it is no secret that the freshest of ideas historically come from outside visionaries. So it is fair to say that given the quality of industry insiders who will be on the outside these coming years, things will definitely be looking up for the ones who can leverage their industry experience and contacts.” Back in Europe, Lego says that the company has transformed its design function in recent years, streamlining it to improve innovation across the entire business. Traditionally, Lego rated the ability to model creatively with its system as the key criterion for its designers, but now professional

designers are actively sought, placing renewed importance on enthusiasm for Lego itself. Vivid Imaginations has an in-house R&D, Engineering and Packaging team that manages the product development process from concept

“We are constantly on the look out for new licences and in-house created brands to feed into our development team and this also allows us the opportunity to distribute these products through our international network of distributors.”

All things being equal, a key component to the lifeblood of the toy industry is innovation and fun, and it is no secret that the freshest of ideas historically come from outside visionaries. Howard Fleischer, RoyaltyPros Licensing innovation through to production. Marketing and licensing director Emma Sherski says Vivid enjoys working with its worldwide network of toy inventors and some of its most recent hits, like Doodle Doug and Daisy, along with Crayola innovations like Spinaroo, have come from talented industry inventors.

At Mattel, meanwhile, over 80 per cent of new product ideas are developed internally, but the firm is more receptive these days to key outside inventors. Mattel retains a large internal staff of designers, model makers, sample makers and in-house inventors who cost far less than external designers’

royalties. And, trying to encourage fresh thinking internally, Mattel arranges for speakers to address its product developers to suggest new ways for design staff to brainstorm and generate new ideas. Despite performing a lot of internal inventing, Mattel has no hesitation in paying royalties for great new products and key product development executives make regular trips around the country to review new ideas from the inventing community. It is estimated that Mattel meets with inventors and views 400-500 concepts on a typical ten-day trip. Perhaps it depends on which side of the fence you sit but the designers and inventors seem to be saying that there is now even greater emphasis on them to deliver concepts as cheaply and as professionally as possible. So, while manufacturers are feeling the pinch, they seem to be leaning even more heavily on the suppliers of original concepts. FEBRUARY 2009

SHOW FOCUS DRUMOND PARK

Drumond basics Games specialist Drumond Park’s clever use of licensing, as well as its ability to create lasting brands, has given the company a well-earned place at the top table of the category. Jon Salisbury speaks to co-founder and marketing director Clare McCool to hear how she does it… “OUR RAISON d’être has always been to bring top quality, highly innovative and long-lasting titles to the market – products which have continuing appeal, year after year,” says a bullish Clare McCool. Examples over the past decade include Articulate and Absolute Balderdash, which continue to be TVadvertised each year and are never out of the top ten adult games lists, a category that potentially could have been the most challenging considering it meant taking on the big brands. “We feel that the key to our success has been in supporting each of them.” She also believes that each SKU has to earn its keep. “We have a relatively tight, totally unique product line that always justifies the shelf space it occupies, maintaining a balance between creating our own brands, acquiring and individually developing key TV game-show licensed properties, and taking on board brands which have been neglected over a period and are in need of a complete overhaul.” Drumond Park has proved itself to be a trustworthy custodian of brands. Just look at its experience with Rubik. Under the company’s care for five years, the Rubik’s Cube has once again become a favourite, further magnified recently by the power of the web’s social networking. “When we took on the Cube, we TV-advertised it straight away and UK sales doubled virtually overnight” says McCool. “Now it is an all yearround product that no toys and games outlet can afford to ignore.” For 2009, the puzzle is to be repackaged to include, for the first time, a step-by-step ‘You can do it’ solution DVD so that, with just a little practice, absolutely everyone will be able to solve the Cube. Now, why didn’t they have that when I was at school? It would have saved on a lot of humiliation. The Rubik’s Cube’s sister product, The Revo, was introduced last year and has also experienced spectacular FEBRUARY 2009

success, spurred on by a huge sampling operation in the nation’s schools, after-school and holiday clubs, as well as conventional TV advertising and its own PR and promotional programme. Drumond Park has successfully entered the TV game-show market and now carries a selection of licensed products, including several

game invented by the company. Called Logo, huge things are expected of this product, which is using the corporate identities and brand images of many UK and international blue chip companies. The game consists of 500 (mostly pictorial) question cards, ranging from full and part-logo and product recognition through to, for example,

When we took on the Cube, we TVadvertised it straight away and UK sales doubled virtually overnight. Now it is an all-year-round product. variations of Deal or No Deal, two Family Fortunes titles and a Britain’s Got Talent electronic board game. There are no details yet, but other licensed products from top TV production companies are in development for 2009/10, confirmation of which will be released in the spring. Drumond Park is also in the final stages of developing a new family

questions about fictional brands featuring in soaps and themed questions under such headings as Animals and Relatives. Pig Goes Pop is aimed at the four plus market. On a roll of the colourful dice, children feed the pig with hamburgers. Quite a few throws later, the ever-expanding pig reaches its max in the digestion stakes and explodes. His curly tail is then

rewound, the hamburgers are picked up and the next round commences. Another Drumond Park favourite over the years has been Horrid Practical Jokes, a compendium of noteworthy props much favoured by children wishing to get the full attention of friends and family. Now the company is expanding the genre, by introducing The Chuckle Brothers’ Box of Gags in the style of Barry and Paul Chuckle, stars of BBC TV’s ever-popular ChuckleVision programme. It features such things as a Farting Whistle, a Trick Squirt Camera and a Giant Nail Through Your Head trick, to name just a few. McCool is particularly proud of her company’s magical achievements. “Several years ago we revolutionised the magic sector with the introduction of Gross Magic, which we have TV-advertised continuously. “It’s a great product and has been the market leader in this genre for the past three Christmas seasons. Now we’re intending to further expand and invigorate the segment with another massive Magic concept.”

SUPPLIER FOCUS RC2

Cornering the market RC2’s line-up for 2009 includes additions to evergreen licences and the expansion of newly launched IPs. Katie Roberts visited the firm to find out what’s in store… FOLLOWING a successful promotion for Caring Corners with Nick Jr, RC2’s director of marketing for pre-school youth, Ray Wooton, is considering diversifying the plans for next year’s marketing spend. “The promotion was a great success and we will look at using them more as part of our TV budget. The campaign ran during October half-term with a competition and the response was fantastic. The raised awareness also showed up in ELC’s sales.” Promotional activity won’t replace advertising, but would help introduce newer brands like Caring Corners to the target audience. The Mrs Goodbee house launched into ELC and independents last year, and will roll out to all retailers this year. RC2 added refreshment to the Family and Friends collection in January, with another to launch in May. Two new SKUs will be added to Special Moments in July. The firm will add a new Happy Camper line to the Caring Corners brand in July, focusing on the great outdoors. The range’s hero product will be the Happy Camper itself – a camper van which opens up to unveil an interior with 100 activities, sounds and words.

The rest of the range includes the Family and Friends assortment – a figure with an accessory – such as Nature Walk, which comes with a Dad and a dog. Fun Times Assortment will launch with two themes, Keep Nature Green and Picnic in Paradise, which include figures, animals and accessories. The Happy Camper Special Moments Assortment will feature two sets, including Caring for Critters and Backroads Biking. The website, caringcorners.com, offers games and features and will be extended to include the Happy Campers line. Brand manager Katy McLarnon says: “The site is working really well for the brand and attracts a lot of visitors.” The range was supported by 400 TVRs in 2008 and a similar campaign is set to run through 2009, with advertising planned for March and April and then again in Q4. Thomas & Friends continues to be a key brand for RC2 and during the year 22 new lines and six new characters will be introduced. Highlights include a new carry case, a Water Tower Figure of Eight track and Wellsworth Station with lights and sounds. Thomas & Friends is an evergreen brand that will continue to do well...

FEBRUARY 2009

RC2’s range of toys for 2009 includes the Happy Camper and the John Deere 4WD tractor

The cherry on the cake is the Knapford Rail Express, featuring lights and sounds, a flip-up mail car with mail included and a Thomas figure. Knapford will be promoted with a 20second advert in the second half of the year, with 600-650 TVRs planned. The Thomas and Friends Wooden Railway series will see eight new and three relaunched characters and a ‘Happy Birthday’ Thomas Gift Pack complete with personalisation stickers. At Easter, a new Thomas and Rosie 17-piece set will be launched with TV support. In the second half of the year, the hero line will be the Thomassaurus Rex Set with figure of eight track and a T-Rex tunnel. The set will be supported with 650 TVRs in Q4. The Wooden Railway range has enjoyed a packaging redesign with window panels and ‘Great Value’ flashes. On the play-sets, images of the contents are exploded on the side of the box giving a clearer idea of what is included. Retailers will be supplied with yearbooks for children and in-store support, but the greatest benefit is likely to be the price. Brand manager Nikki Smith explains: “We are trying to bring down the price points to make the product more attractive. Throughout 2009, there will be no increases on this range, which, in a climate where all prices are soaring, will seem like a drop for retailers.”

The evergreen Britains range appeals to kids and adults alike. Craig Varley, director of marketing for Farm, comments: “Boys come into the range at about age four to eight and then become collectors.” The latest range, launched last August, is Big Farm, a 1:16 scale plastic collection developed to hit a younger age bracket. The product is ideal for indoor and outdoor play and the products are authentic, licensed versions of real farm machinery with lights and sounds. Products are presented in window boxes with ‘try me’ openings and, so far, the nine lines in retail are doing well. Varley says: “We have been flabbergasted at the uptake. The product is literally driving itself out of the door. I was recently in ELC and kids were on the floor playing with the tractors and really getting to grips with the product.” Products being added to the Big Farm range in 2009 include a John Deere 4WD tractor, tillage, a cultivator, a Hitachi excavator, a Bobcat Skidsteer and a Chevrolet pickup. Items range from £14.99 to £39.99. Varley concludes: “We believe that if young people get into the Big range, they will later graduate to diecast.” The original range is still expanding with a 1:32 r/c John Deere tractor, which launched into retail late last year.

INSPIRING GIRLS

EVERYDAY, EVERYWHERE.

SUPPLIER FOCUS DENIS HORTON

Always look on the bright side of life Rising costs, supply and labour problems and an unforgiving economic climate mean the toy market is in dire straits. But is there an upside to all this trouble and strife? Former Radica and Corgi MD Denis Horton mulls things over… I WAS ONCE TOLD that one of the keys to success in the toy industry was managing uncertainty. If that’s the case then, as professionals, we should be much in demand as other sectors struggle to come to terms with the unfamiliar upheavals in the world economy. Indeed, it is difficult to think of many other sectors which have had so much thrown at them as our own. Whether it be age compression, high profile product recalls, EEC legislation, escalating raw material costs, labour shortages (in China of all places!), factory closures, adverse exchange movements, retailers expecting you to pay for their mistakes as well as your own, licensors changing plans with scant regard for the impact on their licensees, we’ve had to deal with them all. On top of all this comes the credit crisis. For an industry as seasonal as ours and one where companies often run at a loss in the early part of the year, this is clearly a threat. First money goes out up-front to pay for development, tooling and inventory. Then money comes in later and later as credit insurance cover gets tighter and larger retailers use their position to stretch their payment terms. Having spent the last 17 months trying to run a business with virtually no cash, I have experienced firsthand the difficulties increasingly being faced not only by both sides of our own industry, but also by many SMEs throughout the economy as the credit crunch bites. One’s focus on controlling and directing the business in the normal way becomes secondary to micro-managing the cash flow and suppliers. Room for manoeuvre is severely restricted and the levers available to make things happen get fewer and fewer. In an industry where speed of action is required to ensure product FEBRUARY 2009

There is the prospect of a healthier industry and the end of this cycle; unfortunately, not for all of us, as there will be a contraction in both numbers of manufacturers and retailers. is available on time to meet the immoveable deadline of Christmas, and risk taking is an integral part of the game, the treacle-like impact of a shortage of credit is a real threat. However, I do believe there is the prospect of a healthier industry at the end of this cycle; unfortunately, not for all of us, as there will be a contraction in both numbers of manufacturers and retailers (not exactly a bold prediction, given the news on Woolworths and the recent demise of my own business). I have long thought one of the weaknesses of the industry has been over-capacity, resulting in declining profitability and erosion of the perception of value for money. We may well see a leaner and fitter version emerge, and one where the

internet fundamentally shifts the relationship between manufacturers and traditional retail channels. This will work to the advantage of the larger players on both sides of the industry and, as usual, it will be those in the middle who get squeezed. But I also believe the players that do survive will be those who have the courage to be most self-critical. To ask what really drives the profit in the business and where the costs are, acting quickly to restructure accordingly. Over the years, many companies have undergone SKU reduction exercises, recognising there is a direct link between SKU count and overhead. Now is the time to be even more aggressive. It is also time to critically evaluate industry practises and question the

true value of the bottom line of the deals and trading arrangements that have become part of the landscape. Where survival is the issue, protecting the top-line at the expense of the bottom line is not a long term strategy. While we’re on profitability, let’s take time to understand what that means across the life of an item from manufacture through to consumer purchase. For too long the drive for lowest unit cost of manufacture has ignored downstream costs such as the cost of inventory risk, cost of storage, the cost of capital, time to market and retail exit plans. There also needs to be recognition that the earlier the commitment to production, the weaker the negotiating position and greater the risk of margin erosion. Structural changes in China, transport costs, and weakness of sterling, not to mention pressures on carbon emissions, dictate a review of manufacturing solutions for the European market. But this is not easy to implement, especially for those with large US parents, and difficult to reconcile with current fears about deflation. Finally, the lack of predictability in our market makes this is a particularly uncomfortable business for accountants at the best of times. When bad news is the daily diet, my advice is to keep your customers close, but keep your lenders closer. This is a time for keeping all stakeholders in the business fully appraised of what is going on. The real upside is unfortunately only relative. Historically, the toy market has weathered economic downturns better than many other sectors. This time, that may not be enough for the industry to survive in its current form. Now is the time for swift and radical action and only those that grasp this will be around for the next upturn.

ÂŠ Mattel 2009

SUPPLIER FOCUS RE:CREATION

Pop picker To look at the Re:Creation portfolio for 2009, you’d never guess that the company only last year lost the distribution rights to one of the hottest board games in history. But it is not the firm’s style to cry over spilt milk and taking on Popco’s Harry Potter has softened the blow considerably. Jon Salisbury is all ears ... “THE LOSS of Cranium is of no significance as we have long since built successful and substantial areas of new business that amply compensate for the loss,” joint managing director Seth Bishop says. “We enjoyed the very best years of the brand.” Nick Joslin, the other half of the joint managing director team, continues: “There is a huge amount of very positive change in our business at the moment. 2009 will be a tough year, and most developed markets will suffer the impact of recession. We have geared up for significant growth through a combination of developing/acquiring exciting new product, and of course the acquisition of Popco’s portfolio.” Just before Christmas, it was announced that the company was going to handle Popco toy brands in the UK, Ireland and Europe through 2010 in a deal that will see the firm handling the range of toys for the next Harry Potter film, due in the summer. Popco said it has been working hard to evaluate its distribution partnership options in key markets. Joslin adds: “This is a very significant initiative for both companies. I’m very excited about the potential that the strategic relationship will bring for both parties.” No sooner had the dust settled on that news, Re:Creation was appointed as UK distribution partner for Sprig Toys, commencing with the Sprig Adventure Series. “We’re excited to be working with Sprig Toys, which fits with the Re:Creation ethos perfectly. It is leading the way in providing environmentally friendly toys with funky designs and unique play values run by kinetic energy, which stand out against the plethora of battery powered toys.” FEBRUARY 2009

Re:Creation has a unique range of toys including exceptionally fun board and card games

The Ripstik (above) and the Nano Scooter are just two of the products that Re:Creation is backing this year

Looking elsewhere in the packed 2009 line, jOG is a Wii product where your character only moves when you do. Extensive promotional activity is planned to drive traffic to key retailers and encourage purchase. The Nano Scooter is described as a dramatic innovation and said to be ‘as radical as the original Micro Scooter’. It is the smallest ever folding scooter – a compelling reason for consumers to trade up – and it is cheaper for retailers to ship, store and handle. Razor is the leading global brand in wheeled action sports-based product and the brand’s RipStik product was named Toy of the Year in the US last year. Amazingly, the new RipStik Air product sold into 4,500 stores across two customers in Germany and France. A national 14-week TV campaign running periodically from the end of July through to Christmas targets children aged 8-14. Skeleflex, the construction system that comes to life, will be the subject of a full-year national TV campaign running from January to Christmas, primarily aimed at boys aged four to nine, in the key calendar periods. There will also be a marketing-led initiative to provide in-store solutions

for key High Street retailers with units that enable the consumer to test product functionality whilst showcasing other key characters within the range. Chop Socky Chooks is a range of merchandise based on the Cartoon Network show while the Horrid Henry range of toys will be promoted in store with supporting POS to fully capitalise on all other marketing activity with key retail partners. With one of the DVD releases during autumn/winter, a cross promotional leaflet will be included for a specific Horrid Henry title. The flyer will contain details of a competition that can be entered online through the Horrid Henry microsite. Zeebeez will have a full-year national TV campaign, Disney Consumer Electronics represents a major opportunity for Re:Creation, while there is a new Stylophone variation in the shape of Beat Box and H2Go is a water-powered remote control car. Bishop concludes by saying that the firm has many other exciting areas of development that will “drive the company in to the top ten in the UK next year.”

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OPINION PIECE NICK AUSTIN

The price hiker’s guide A multitude of negative economic factors make a rise in the price of toys somewhat inevitable. But, argues Vivid boss Nick Austin, this may not necessarily be such a bad thing after all… NOBODY LIKES price increases, that’s for sure. However, the combination of unfavourable macro economic factors that have hit manufacturers recently is quite unprecedented in the past 30 years. Currency depreciation of 22 per cent year on year, coupled with Chinese cost increases across last year averaging 15-20 per cent have meant that anyone importing an item for £1 in January 2008 is paying £1.45 for the same item now. Add domestic cost increases on freight, energy costs, advertising costs and salaries to the mix and you have ‘the perfect storm’ with serious destructive capability. So why would any retailer with any credibility wish to take an intransigent ‘zero price increase’ negotiating position with his suppliers? This cannot be in the interest of any party, least of all the retailer, who in a year’s time, should surely realistically expect innovation, TV advertising and promotional support to completely dry up on key brands, thus spiralling the toy business into terminal decline. Arguably any supplier capable of absorbing all the cost increases of the past months and agreeing to a zero price increase is either a) making too high margins in the first place; b) expecting to go bust very soon or c) should be taken to the local funny farm and locked away until sanity returns. Until last year inflation had been absent from the toy business for the past decade or more, with prices declining more often than not. Now we have no choice but to put up prices if we are all to survive. Inflation therefore, within reason, is our friend and not our enemy. Will a great toy or game really stop selling if it moves from £14.99 to £16.99? Of course not. However, if we stop investing in innovation and remove TV advertising and promotional support then we know we are on a road to nowhere. FEBRUARY 2009

They might still be dressed up as special offers, but we may have seen the last of genuinely cheap toys

Until last year inflation had been absent from the toy business for the past decade or more, with prices declining more often than not. Now we have no choice but to put up prices if we are all to survive. Just take a look at the top selling toys and licences of each year. Many are new and have been developed over years with big investment budgets in advertising, tooling, packaging, etc. If we as an industry collectively cut back on innovation then everyone in the industry loses out. And possibly the biggest losers are retailers as in the long run children will find products in other industries more interesting and fun than toys.

Likewise TV advertising investment. We all know what will happens if suppliers reduce, cut back or delay TV campaigns. Yet suppliers may have no choice but to cut back here if retailers do not allow fair price increases. And herein lies the burning question -what is a fair price increase? There is no single answer to such a question, but it surely makes sense that if a supplier is faced with real cost increases of up to 40-45 per cent

year on year, then anything below a 15-20 per cent price increase will seriously damage a supplier’s ability to run a successful and profitable ongoing business (assuming the supplier can afford to absorb some of the cost increase that they cannot pass on). So what kind of toy industry do we want in 12 months time? One where many suppliers have gone bust and overall TV advertising and innovation has declined? Or a toy industry that engages constructively together to work through these difficult trading conditions and ensures that the engines of prosperity and growth innovation and advertising - receive appropriate levels of investment to ensure our industry continues to excite tomorrow’s children?

SHOW FOCUS UPPER DECK

The Upper hand Upper Deck Europe recently streamlined its European operations with the formation of Upper Deck International and will be showing its full line of trading cards, games and toys at ExCeL, as Jon Salisbury discovered… “WE ARE VERY excited about our expansion plans,” says Nico Blauw, CEO for Upper Deck Europe BV. “Besides our very successful trading card games category, we are also investing in three new categories – toys, games and puzzles and collectables. Our goal is to become one of the top five entertainment companies in Europe in the next three to five years. “We are also investing in IP and childrens animation development – such as Huntik – as we want to determine our own destiny as much as we possibly can.” Rachel Clement, formerly of Paramount and Disney, has also joined the company to head up the UK business. Following the success of Yu-Gi-Oh! GX, 2009 sees the introduction of the brand new Yu-Gi-Oh! 5D’s extension. The new TV series of the same name launched in the US last September and there are plans to launch it across Europe from spring 2009. Upper Deck has already released trading card game products containing 5D’s content, including a Starter Deck and several 5D’s themed booster sets. The new 5D’s 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. Last month, Upper Deck introduced the first products showing characters from the Yu-Gi-Oh! 5D’s 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 starts in the spring and will ensure that Yu-Gi-Oh! remains the UK’s number one trading card game. Last year, the new Yu-Gi-Oh! 5D’s products were supported by a wide reaching PR campaign promoting the new monsters and game play FEBRUARY 2009

The Huntik and 5D’s TCGs (below) are expected to do well, as are the Scrolly puzzles (right)

Besides our very successful trading card games category, we are also investing in three new categories – toys, games and puzzles and collectables. We aim to be one of the top five Entertainment firms in Europe. Nico Blauw, Upper Deck Europe concepts in print media using a mixture of advertising, editorial features and competitions. A two-week TV campaign further established the 5D’s products last November and December on Nickelodeon platforms where the YuGi-Oh! GX TV series is currently broadcast. The game will continue to be supported with Upper Deck’s well established Organised Play programme, with sneak previews and

championship events taking place in various venues through 2009. Monthly support of retail will also be a central part of the Organised Play activity in 2009, with Upper Deck supplying monthly Yu-Gi-Oh! Hobby Kits to stores. The kits are free for store owners and contain everything required to run tournaments and mini events including exclusive reward cards, prize support and ready-made

marketing materials to help market their events at store level. Upper Deck will also be continuing its successful Duelist League events with High Street stores, which involves Upper Deck sending game experts to over 40 High Street stores across the UK to run free demo and tournaments events over a week for young children to take part in. Spring 2009 sees the global launch of a new boy’s property and animated TV series, Huntik Secrets and Seekers, which has just launched on Jetix. Huntik is a joint venture between Big Bocca and Rainbow SpA, and Upper Deck will be launching the trading card game from March. The Huntik storyline features a group of Seekers who travel the world to find powerful spirit-warriors called Titans

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to help them battle against the evil Organisation and its sinister mastermind, The Professor. The game will consist of themed decks featuring Huntik missions and adventures as seen in the TV show. The TCG product will be fully interactive and contain Super Rare and Ultra Rare cards to collect, as well as cards that contain passwords. These password cards will enable children to unlock content on the official website, www.huntik.com, and get the full Huntik experience. Aimed at children aged 6-12 years, the first season of the show has already been sold to over 30 countries for TV and deals are currently being finalised in the UK for terrestrial platforms in summer 2009. The Huntik Trading Card Game 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. Jetix began TV promotions for the new show in December 2008. The Huntik TV series was shortlisted at the fifth annual MIPCOM Junior Licensing Challenge and subsequently took the top award when an independent panel chose

We have a fantastic portfolio of brands and products lined up for 2009 and beyond, with evergreen brands such as Yu-GiOh! and World of Warcraft, through to new brands like Dinosaur King and Huntik. Rachel Clement, Upper Deck Europe Huntik as the best animation at the event in Cannes in October 2008. Upper Deck International is now branching into pre-school products for the first time. Following the announcement earlier this year of new divisions within the company for toys and games, the firm will launch the first in a line of innovative preschool products with a moving puzzle called Scrolly. Scrolly is designed for preschoolers, with easy-to-scroll wheels

on each corner that move the images on a puzzle screen. The totally selfcontained puzzle, with no pieces to lose, will feature some well-known pre-school licences. The product is a safe, strong, wipe-clean puzzle aimed at children aged three and over with seven different puzzles to create. Scrolly will be launched across Europe from March, featuring various Disney licences including Disney Princess, My Friends Tigger and Pooh, and Mickey Mouse Clubhouse.

Upper Deck will then build on the pre-school range with the launch of Kikaboo!, a twist on a classic memory game featuring cards and a 3D element of 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 the summer, with a target market of boys and girls aged four and up. UK commercial manager Rachel Clement adds: â&#x20AC;&#x153;We have a fantastic portfolio of brands and products lined up for 2009 and beyond. With evergreen brands such as Yu-Gi-Oh! and World of Warcraft, through to new and exciting brands like Dinosaur King and Huntik, there really is something for everyone. It is a hugely exciting time to be a part of Upper Deckâ&#x20AC;?. FEBRUARY 2009

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SUPPLIER FOCUS LEGO

A miner miracle Lego has turned a corner and is finally forecasting a year of steady growth in 2009. Katie Roberts visited the firm to find out about its plans for the future and its aims to inspire and develop the builders of tomorrow… MELISSA WALLACE, marketing manager at Lego, is confident fortunes are changing following a shaky period for the evergreen toy firm: “Four years ago, we were on a very rocky road, so everything we did was about retaining profitability, but now, as a global group, we have massively restored profitability. “We haven’t chased growth recently, which has caused frustration within the industry. Now we are focusing on achievable growth, which will mean new products. We have also had a lot of changes in infrastructure and logistics, so we can now deliver.” The statistics back up claims that Lego is back in the race, with turnover growth of 76 per cent year-on-year in the first three quarters of 2008 and a 46 per cent growth in volume. The 2009 marketing and brand strategy focuses on the long-standing mission to ‘Inspire and develop the builders of tomorrow’ through brand values of ‘Fun, creativity and quality’. A look back at this strategy prompted the recruitment of the Red Consultancy. Wallace explains: “Coverage for the last year has been colossal. However, the coverage achieved hasn’t really got across the FEBRUARY 2009

City has always been big for Lego and a Farm theme will launch in March

brand messages, which is crucial. Red is on board to help with this.” Expectations are realistic and Lego is planning a controlled increase of three to seven per cent. Not exactly big bang growth, but a rise the firm hopes will enable it to deliver more value to retailers.

Core ranges for 2009 are City, Bionicle, Star Wars and Power Miners, all supported with ‘big bang’ marketing. Two further brands receiving strong support will be Indiana Jones and Racers. Power Miners is a conflictorientated fantasy play-theme for boys aged seven to nine. The range is based on miners who find a map leading to a portal taking them deep into earth, where they realise the crystals they are mining are crystal rock monsters. Vehicles, rock monsters and combination models make up the range. Six products launched in January including the Stone Chopper at £3.99 and the TV-advertised Thunder Driller at £19.99. Wallace comments: “We will place emphasis on combination buying. The products are strong as stand-alone, but get better with extra purchases.” Communication will focus on the ‘new’ element in first half and drive deeper engagement during second half. “City is an evergreen and is really delivering for us.

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Bionicle is a core range for Lego in 2009 – its story has been simplified to increase its appeal

“It’s our own classic IP and it’s important to have a mix of classic and licensed within our key brands,” Wallace explains. A new construction theme launched for City last month and in March a Farm theme will be added, with Police and Rescue remaining. TV campaigns will begin by focusing on Construction and Farm and on Traffic later in the year. In construction, building on the success of Lego’s power items, the company will launch the Dozer at £19.99. Also launched in January, the Crane (£39.99) and Construction Site playset (£59.99) will be television advertised. Other new SKUs include mini-figure collections (£5.99) and a Loader and Dumper (£12.99 each).

The Farm playset arrives in March supported by TV advertising. Products include a Horse Trailer (£12.99) and Harvester (£29.99). Support for City includes in-store show cases, POS, model tubes and end-caps and a full marketing campaign. Bionicle returns with a refreshed style, new storylines, DVD release and a new location. Wallace explains: “We have simplified the story to create a wider mass appeal for Bionicle.”

In September, Lego partners with Universal to release the DVD Bionicle: Where Legends Are Made. 13 SKUs launched in January, including Agori at £4.99 and Glatorian at £8.99 (both TVadvertised) and Fero and Skirmax at £14.99. Ten more will hit shelves before the DVD in August with further TV activity. Possible cinema advertising will bolster launches alongside a full marketing campaign. To mark Lego and Star Wars moving into their tenth anniversary year, six new SKUs were unveiled in January, with prices from £9.99 for the Clone Walker Battle Pack to £49.99 for the Republic Attack Shuttle. A further six items will arrive in August and marketing includes tenth anniversary consumer promotions, a partnership with Cartoon Network and in-store opportunities. The hero product for Racers will be Tiny Turbos Fold Out Race Tracks. The products’ packaging unfolds into a track and folds back up to provide storage and will be TVadvertised. Overall, 14 new SKUs were added in January, with a further one for March and three for August. A video game and a refresh of the Indiana Jones Hasbro toy line will reinvigorate the brand. Lego launched two SKUs in January including classic licence Fight on the Flying Wing (from the first movie) at £39.99 and Shanghai Chase (from the second movie) at £24.99. A further five will be added in August. Creator saw four SKUs in January. Technic continues as ‘The Next Step in the Lego Building Experience’ with six new products last month and a promotion for Technic with the National Schools Partnership will launch a Lego Technic Club in Schools. Duplo will launch the Zoo theme with Polar Zoo and Feeding Zoo. New vehicles include the Garbage Truck and the Bus and four new Bob the Builder products will arrive in March. Three additions to Thomas and Friends are planned for June and a further six SKUs across the range, coupled with three Creative Building products in January and two in June, complete the line-up. FEBRUARY 2009

SHOW FOCUS LEAPFROG

Bright young things Leapfrog’s 2009 line-up is chock-full of electronic innovation for preschoolers and beyond and continues the momentum it established last year with its Tag, Leapster 2 and Learn ‘N Groove lines…. LEAPFROG’S line-up builds on the platform it established last year with its Tag electronic reading system, Leapster 2 handheld and its colourful pre-school range. Capitalising on the early momentum of the launch of Tag last year, Tag Junior is aimed at a younger age group and comes with a book and special bookpal character replacing the normal electronic stylus. The electronic reading device is designed to help kids learn counting, rhyming, animals and other pre-school skills. Launching in July, it comes with the book If I Were, which has 24 activities and incorporates 130 audio responses. Additional content is available online including a facility to customise content with names. Tag Junior launches with seven titles including characters from Dr Seuss, Dora, Winnie The Pooh, Curious George and Backyardigans. “We wanted to make sure there was no confusion with what the original Tag does,” says marketing director Teresa Ceballos. “By virtue of the bookpal figure there isn’t any confusion that it’s for two year-olds. It’s better for Mums and Leapfrog.” The original Tag meanwhile is all about content this year. The system launched with nine titles and there will be three more for spring – Scooby Doo, Air Penguin (Madagascar) and Dora Goes to School. Summer will see the release of more titles including Disney’s forthcoming film Up, Disney Fairies, The Princess and the Frog, Ben 10, Spiderman, Star Wars Clone Wars and Hannah Montana. Both Tag and Tag Junior are backed with a campaign fund of £1m including TV ads, TV sponsorship, online and parenting press. Leapster 2 launched in 2008 and the big news for 2009 is the addition of extra in-built memory to the handheld. The extra memory allows for more online connectivity and means users will be able to download free game demos and mini-games. FEBRUARY 2009

Last year’s success stories, Tag and Leapster 2 both see refreshments and new products in 2009.

New titles for the machine include Up, Disney Fairies, Star Wars Jedi Reading, Wolverine and The Princess and the Frog. Leapfrog’s pre-school learning toys were one of the firm’s big success stories last year, indeed Learn ‘n Groove was the most popular range. With the launch of the new musical microphone, the firm is on a quest to find a singer for its band, based around the other instruments in the range including the guitar, maracas and drums. The campaign will run from Easter until Christmas. Kidget is a progressive range for children from six months to three

years with the character Scout the Puppy at its core. Scout has two sound modes and night-time music and lights. It can also connect online to download names, favourite colours and so on, into the toy. Also in the range is Alphabet Explorer, which again features the voice of Scout and four play modes. Paw Pilot is a role-play mobile phone device allowing children to feel as though they are texting Scout and also has educational content modules such as calendars, maps etc. The Scribble and Write pad is a writing device which has a centralised screen meaning the child

doesn’t need to take its eyes away from it when copying a letter. It is also smaller and more portable than similar products. Zippity is one of the most original products in the new range. It is backed with Disney content and is essentially a dance mat with a full length control stick (a bit like a mic stand) designed to get children moving their entire body. Launch titles are Cars and Disney Princess. The system incorporates wireless technology for greater freedom of movement. It will be TV-advertised and backed with sponsorship deals.

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VTECH SHOW FOCUS

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V for victory... Despite not exhibiting at Toy Fair this year for the first time in living memory, VTech appears cautiously optimistic at the moment – fragile economies and rising manufacturing costs aside. Jon Salisbury chats with marketing director Clive Richardson to discover its hopes for the future… THE ELECTRONIC learning category really came to the fore in the 1990s when VTech first burst on to the scene. It was typical that it should be the risk-taking toy industry that led the way with one of the first applications of what was still fledgling technology. The products might have been a bit basic, but the point was made that, far from being strange bedfellows, kids and computers were a perfect fit. Since then, many companies have chanced their arm but few have lasted the distance to build a brand and a reputation that could compete with VTech. Of course, it hasn’t been all plain sailing for VTech and the Noughties signalled the arrival of a fresh face in the shape of Leapfrog that shook VTech’s very foundations. But, nearly a decade later, VTech is back with a vengeance and very proud of its new offering, starting with V-Motion, for which there are high expectations. “V-Motion brings innovation to the proven play pattern of V.Smile, which is still a top-ten item in the market after five years,” Clive Richardson reminds ToyNews. “We’re adding wireless motion sensing technology to an established success,” he continues. “The games that this enables little ones to play become even more fun and interactive. The reaction we have had to V-Motion has been fantastic and we are putting huge support behind it in 2009.” In brief, V-Motion is a motionactivated educational video gaming system with a wireless play option. It comes with the Action Mania game and there are seven additional software titles available. Increased competition has definitely sharpened VTech’s approach to product development, Richardson says. “It’s important to look at what the competition is doing, both in and out of the traditional toy industry. We can see trends from adult interactive gaming filtering down. Also, the same

is true for trends in adult consumer goods in general. Launching a ‘Pink’ range of some of our infant items has been one of the successes of 2008.” Interactive play seems to be the buzzword of the moment, starting as early as the youngest target market. Witness Animal Fun with its catchphrase: Stimulating baby’s body and mind through active play.

example of a toy helping baby to move and develop. “Active play is fun and Animal Fun reflects that with the movements, laughing animals and fun learning. But there are moments in the day for children when being active is not appropriate – just before bedtime, for example. We still have lots of products in the range that are used

It is important to look at what the competition is doing, both in and out of the traditional toy industry. We can see trends from adult interactive gaming filtering down. Also, the same is true for trends in adult consumer goods in general. Is it no longer acceptable to provide static learning? “Active play isn’t new for VTech,” Richardson comments. “The First Steps Baby Walker was launched 12 years ago and it remains the top walker in the market today; it’s the best

for those moments, like the Nursery Rhymes StoryBook, which remains one of our best sellers.” With more expensive high-tech products like VTech’s, there must be some concern for the performance of the category in recessionary Britain,

although past evidence does show that parents still put the kids first in tough times. “At the time of writing the toy market is down four per cent for the month according to NPD, but the infant and pre-school market is up two per cent. It is a very tough economic situation, but there are other trends such as higher birth rates in recent years, older parents and more grandparents as carers and gift givers that are working for our category. Kidizoom is currently the number one toy in the market. This shows that parents are prepared to spend on their children if the item represents good value.” In addition to consumers, retail support is vital to the continued good health of the category and Richardson was happy to report that VTech has continued to receive good support: “But it is our job to make the most of any opportunities and to make sure our products work for them – which they are.” FEBRUARY 2009

SHOW FOCUS FLAIR

Giochi-ing for position Giochi Preziosi’s acquisition of Flair in March 2008 has seen the firm become a much more powerful outfit in terms of marketing and sales, which shows in the 2009 product range. Katie Roberts finds out more… TALK OF GROWING as a company in these times is rare when many firms are battening down the hatches, but less than a year after being bought by Italian firm Giochi Preziosi, Flair is obviously benefiting from the group strength it brings. “With the acquisition by Giochi Preziosi there has been a step change in our business which sees the company entering new and exciting product categories like Gormiti and My Life as we seek to replicate Giochi’s European success,” says Flair MD Peter Brown. The addition of GP ranges such as Gormiti and My Life have contributed to a successful year, alongside stalwarts like Sylvanian Families and craft offerings. In October, Flair’s sales were up 44 per cent, while the market was down by four per cent. For the year, Flair predicts growth of 30 per cent year-on-year with similar for 2009. Brown says: “It’s difficult to be optimistic in the face of all we are having to face, but even if the toy industry is down by ten per cent, there is still £2.9bn to go out and get.” Another new area the firm is moving into is feature dolls. The Cicciobello doll has established itself as number one feature doll brand in Italy and is also gaining strength in France and Spain. Cicciobello Love ‘n’ Care is a 50cm random feature doll suitable for ages three plus. It comes with accessories including

Sylvanian Familes, Bolt and My Life are key for Flair this year

dummy, thermometer, syringe, stethoscope and three bottles. Further lines include Cicciobello Friends in different ethnicities. After 21 years, Sylvanian Families is still popular and this year, 40 introductions are planned. As of October, the brand was up by 32 per cent year-to-date (value). In spring, The Village Square is introduced, with Applewood Department Store, Street Market Set and Village Gift Shop. Also new is the Caravan, expanding the Out and About theme. Further sets include the Garden BBQ set, Ingrid’s Camping Set and A Day at the Seaside. Additions to families include The Mulberry’s (racoons), The Honey Bears, The Grunts (pigs), The Barkers (golden retrievers) and a Celebration Family Pack, The Wildwoods. Ready-to-play sets will also be refreshed with three lines under the Family at Home title.

Autumn/winter sees further expansion of the village square with the Beauty Salon, a two-storey house, Babblebrook Manor and a Pleasure Boat. Additions to accessory sets include a Rowing Boat set and Bikes & Picnic. New families include chocolate dalmations, walnut squirrels and cream cat grandparents with further introductions to ready-to-play. For older girls, My Life is still doing well and in spring, Flair will introduce Disco World, followed by Summer Party. In autumn a TV-supported Hannah Montana console will launch. Flair is also talking to MSN to develop a My Life MSN Chat. For boys, series two of Gormiti has already launched. The Great Eclipse, features five new tribes, each with six members. Magic Egg, a dissolvable product containing one of five exclusive figures, will be TV-

supported and a 12cm magnetic figure with removable arms, legs and head that can be swapped to make new characters will also hit shelves. New box-sets include Lord of the Tribes with five lords and playing cards, and the Earth Tribe box set with six characters and cards. A 22cm lights and sounds figure will be available in three characters and finally, The Cavern of Roscamar play set and the addition of 12 bonus figures to the Island of Gorm set will be TV-advertised. A licensed Gormiti scooter and LCD games are also set to launch in spring. TLC is working as licensing agent and Flair is hoping to take the brand outside toys. Flair launches Atomic to Gormiti in autumn/winter with 35 characters with special features. Also coming soon will be an animation series. Anne-Marie Noon, product manager, concludes: “We believe that over the next few years, Gormiti will become the biggest boys’ property in the UK.” Disney movie Bolt launches this month and Flair will introduce a toy range to accompany it. The collection includes talking plush, feature plush with lights and sounds, Rhino rolling hamster in ball, Animal Rescue mini playset and mini figures in two-pack blisters. GX Racers – which uses the power of gyro – includes 1:64 scale cars using patented technology to achieve extreme speed and stunts. Play-sets will be available from autumn. Craft continues to be a big sector for Flair, making up about a third of its portfolio. Wammy is a patented, tactile new toy from Japan that allows children to make whatever they want using multi-coloured common-shaped pieces. Disney licensed creative play-sets featuring Hannah Montana, High School Musical and Disney Princess are also high on the agenda.

TALKING POINT STAYING SAFE

Toy safety: A bluffer’s guide SINCE THE RECALLS of 2007 there has been an increased focus on toy safety around the world, but especially in the US, the EU and the main production zone, China. The regulators in these regions have been very busy – with new rules in China and a new law in the USA. In the EU the European Commission is poised to adopt a significantly toughened revision of the toy safety directive (88/378/EEC). In the present economic climate it is essential that resources devoted to toy safety are used in the most effective and efficient way. ToyNews has asked some of the technical experts in the BTHA for their top tips for navigating the maze of laws and safety standards that affect toys. Firstly there is a common misconception that possession of test reports is pretty much all that needs to be done. The toy safety regulations themselves require much more. Here are seven vital steps for manufacturers and importers, whatever their size, that will help ensure the safety of toys and the safety of children. 1. Ensure all toys have been through a design safety assessment that demonstrates the design is safe. 2. Ensure the factory has implemented an effective quality assurance process that delivers consistently safe toys to pre-defined product specifications and/or bills of materials. 3. Ensure samples that are representative of production have been tested for conformity with all applicable safety standards and any special customer requirements. 4. Ensure that consignments have been inspected to ensure they are free from obvious safety related manufacturing defects and meet the agreed specification. 5. Periodically select samples from FEBRUARY 2009

The subject of safety is full of directives too complex to even be given names instead of numbers. It can give the most committed expert a headache. So we got hold of Hasbro’s in-house expert Daryl Scrivens to try and explain it in the simplest terms possible….

Take steps to make sure that all of your products are thoroughly tested long before they get anywhere near shop floors...

the market place for safety review and/or testing. 6. Ensure that procedures for feedback of consumer complaints are effective and lead to product improvements where appropriate. 7. Collate documentation for points

THE LAW Conformity with the toy safety regulations is the responsibility of the manufacturer and failure to comply could result in a visit from a Trading Standards officer with powers to launch a prosecution in the event of

Conformity with the regulations is the responsibility of the manufacturer and failure to comply could result in a visit from a Trading Standards officer with powers to launch a prosecution. one to six into a technical file (a legal obligation) and retain this file. For anyone that is unsure about whether their company safety procedures are appropriate, there are many sources of help, including local trading standards, test houses, trade associations and independent consultants. BTHA members have been taking part in special technical file workshops and this programme is on-going.

violations. Penalties are a maximum fine of £5,000 per offence. There is also a possibility of six months’ imprisonment; however there have been no instances of this being applied in relation to the Toys Directive. Perhaps the greatest penalty is the prospect of a recall and the ensuing costs and damage to reputation. Retailers are not immune from enforcement action if it is believed

that they have not taken appropriate steps to ensure they sell safe toys. It is common practice for test reports and certificates to be provided as a condition of business when buying toys from a manufacturer or importer. The standards that form the basis of test reports are the familiar EN71 series of standards (parts one to eight) together with the electrical safety standard EN62115:2005. They are all listed on the Europa website together with additional notes that must be considered: http://ec.europa.eu/enterprise/newapp roach/standardization/harmstds/reflist /toys.html. Compliance of a toy with these standards allows a manufacturer to state that the toy meets the safety requirements of the UK regulations and so the toy may bear the CE marking. It is important to note that this is only valid if the standards cover all the potential risks that the toy might pose. For risks that are not covered by the standards it is appropriate to seek further advice

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Logos on toy boxes tell consumers that products are safe to use. From top to bottom: the Lion Mark, CE Mark, and age guidelines. Lastly, the ICTI promotes international toy safety standards

from a Notified Body because in some cases a special approval (EC type examination approval) will be required before the toy can bear the CE marking. TESTING Assessment against the harmonised standards can be performed by anyone with sufficient competence and expertise but it has become common practice (and a requirement of major retailers) that the testing is conducted by accredited third party laboratories. Test reports and certificates have an undefined period of validity but re-evaluation is necessary if: • There is any change to the toy design, or; • A change of materials, or; • A change to the method of production, or; • A change to the harmonised standards Retail customers may also specify contractual arrangements that set out testing regimes and frequency of retesting. These must be carefully considered prior to entering into such arrangements. QA Once a toy design has been assessed as safe it is imperative that all production items are made to the same standard. This is best achieved by a robust quality assurance process in the factory. If expertise in this area

does not exist in the manufacturer’s organisation then it is prudent to seek outside experts and organisations that can offer suitable advice. Failure to implement a rigorous quality assurance system is one of the root causes of many product withdrawals, product recalls and legal action by the enforcement authorities. THOSE EC DIRECTIVES Apart from the toy safety regulations and related harmonised standards, there are many other pieces of legislation that affect the legality and safety of toys. Here are some of the more commonly encountered examples: • Azo dyes directive (2002/61/EC) Restricts the use of certain dyes in textiles toys that come into direct and prolonged skin contact. • Phthalates directive (2005/84/EC) Affects toys that incorporate softened plastics such a flexible PVC and PVC film. The Magnetic Toys (Safety) Regulations 2008 Requires toys with magnets or magnetic parts to bear a specific warning concerning the risk of internal injury if swallowed. • Cadmium directive (91/338/EEC) This environmental directive governs the total concentration of cadmium in certain plastics and other materials. • RoHS (2002/95/EC)

Environmental directive that affect certain electrical toys and is concerned with environmental safety. Restricts certain heavy elements and fire retardant chemicals. • REACH Regulations (EC 1907/2006) New EU chemicals law that affects all toys and packaging but as a priority it affects toys that release chemicals or toys that are chemical preparations. Specialist advice is normally necessary but a good starting point is the information on the BTHA’s website under ‘Toy Safety’ [Note: Website is being revamped so link is not provided.] • The Food Imitations (Safety) Regulations: SI 1989 No 1291 Places restrictions on toys that might be confused with foods and confectionery. • Packaging Essential Requirements: SI 2003 No 1941 Contains requirements that restrict heavy elements in packaging and also requirements intended to prevent excessive packaging. One category of toys that requires a special mention is electrical toys. These toys could be subject to restrictions under the following laws and standards: • Transformers and battery chargers have specific standards of safety • Electromagnetic compatibility directive (89/336/EEC) applies to most electrical toys.

• The batteries and accumulators directive (2006 / 66 / EC) applies to batteries and the batteries within toys. • Radio controlled toys are subject to the directive on Radio and Telecommunications Terminal Equipment (R&TTE) SI 1999 No 930 This listing is not exhaustive and so it is always advisable to seek out expert advice as to what requirements apply and how they are commonly addressed. Remember that exhaustive testing is not always necessary nor appropriate. Declarations of conformity that are passed along the supply chain can be an efficient way of demonstrating compliance. This process is known to work well for RoHS, REACH, Packaging Essential Requirements, and the Cadmium directive. A SAFE FUTURE The toy safety directive is presently being revised by the European Commission and a revised directive is expected to be agreed just before Christmas, adopted in January and likely to enter force in spring 2009. There will be a two-year transition period, meaning that toys imported into the EU after spring 2011 must comply with the new requirements. There is likely to be an additional transition period of perhaps two years for toys to comply with the strict new requirements relating to chemicals. FEBRUARY 2009

VIVID IMAGINATIONS SHOW FOCUS

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Shooting for the moon Vivid posted a highly credible four per cent sales growth in a tough market last year and also recorded its best ever market share of the post-Bratz era. This year, Vivid is shooting for an even more ambitious 12 per cent growth. Jon Salisbury asks Nick Austin if that is a realistic target... “BASED ON the new product lines we are launching, yes, 12 per cent growth is a realistic aim. I’d rather we positively attacked the market with innovation and marketing investment than retrenched and assumed the worst, because that often becomes a self-fulfilling prophecy.” The year begins with strong TV and movie boy-oriented licences for Vivid. The first ever Dreamworks 3D movie, Monsters vs Aliens, launches in April, complete with full action figure toy line and TV advertising support, providing an Easter boost for retailers, while Dinosaur King is a chart-topping animated TV show on Jetix that has topped the ratings. Now transferring to terrestrial TV in spring, Vivid has secured master toy rights and will start shipping and TV promoting in February. The new Star Trek movie hits UK cinema screens in May and is expected to drive big volumes of both classic and movie-based collectables. WWE continues to be a top three boys toy brand for Vivid. 2009 sees more figure series and play-sets to drive sales to collectors with TV advertising and new TV shows, coupled with live-show Arena tours across the UK and Ireland in both April and November, which will keep WWE high profile across the year. GX Racers is a new mini vehicle line that uses gyro technology to enable vehicles to do racing stunts. The range will be heavily TVadvertised from August onwards.

Our new baby doll and collectables concepts look very fresh and well priced. With the dramatic decline of Barbie and Bratz there is definitely scope for new girls concepts to take hold in 2009 and flourish. Girls’ toys are a key area for growth in 2009. “Next year we expect 20-25 per cent of our business to be in girls brands,” says Austin. Nickelodeon’s hit shows H20 and iCarly have huge ratings momentum, Animagic is a proven concept, and

with the proven success of Honey My Baby Pony, Animal Hospital and I Love Ponies, both grew again in 2008. “Our new baby doll and collectables concepts look fresh and well priced,” says Austin. “With the dramatic decline of Barbie and Bratz, there is definitely scope for new girls concepts to take hold in ‘09 and flourish.”

Tween chart-topping Nickelodeon TV series i-Carly sees a July launch of toys and electronic lines, supported with TV advertising. Vivid’s High School Musical tween electronics range delivered some of last year’s biggest hit items and, for 2009, the firm is planning more new products to coincide with the launch of the fourth movie in autumn. Coupled with Hannah Montana tween lines scheduled to capitalise on this year’s movie, the Disney share of the tween electronics market is likely to grow once again. After the re-launch of Too Cute Twins last year, Vivid has two new contenders in the large doll market. PJ Sparkles, a big hit back in the ‘80s, is to be re-launched with enhanced features, while Baby Sweet Touch is described as a highly innovative and competitively priced feature doll that will be TV-supported from September. Lucky Bee-Bee is a new girls collectable range targeted at girls from six years-old to tweens and Fluffy Go Walkies sold through just under 90,000 units in UK/Ireland alone last year. This year, the brand will be TV-promoted in spring and autumn and will still retail at the key sub-£20 price. A full line of plush toys from the CBBC hit show The Owl will be launched in spring. Crayola bucked all trends in 2008 and delivered 14 per cent sales growth for Vivid. “It is a very loved and FEBRUARY 2009

SHOW FOCUS VIVID IMAGINATIONS

trusted brand and thanks to three solid years of TV support and product innovation, we’re back on a positive growth trend,” Austin comments. “Like the recent Lego revival, classic brands such as Crayola just need lots of TLC, investment and passion to flourish.” For 2009, the Crayola brand will be supported by a record ten TV campaigns across the year, in addition to Winnie The Pooh, Disney Princess, Cars and In The Night Garden licences. New TV introductions include Colour Me A Song, Crazy Croc, 3-in-1 Sticker Machine, Spinaroo Magic Colour and Glow Station. A most noteworthy success of last year was the re-launch of Crayola’s pre-school segment, Beginnings. This area grew by 47 per cent over the previous year, driven by My First Easel and In The Night Garden licensed products, most noteworthy of which is the Happy Hands Art Mat. Pre-school is now Vivid’s largest category thanks to Fifi & the Flowertots, Roary the Racing Car, Winnie The Pooh and i-Teddy. New for this summer is Timmy Time from Aardman Animations, scheduled for CBeebies in Q2.

FEBRUARY 2009

“Aardman has produced a great show and CBeebies is the best possible platform you could wish for. We’re going to invest a very big sum on product development and TV support.”

high definition screen, greater memory, new styling and more embedded games. My Pet Monster was a hit in the early ‘90s with its boys pre-school plush positioning. Back in 1991 it

Aardman has produced a great show in Timmy Time and CBeebies is the best possible platform you could wish for. We’re going to invest a very big sum into product development and television support. Fifi & The Flowertots continues to be the number one girls pre-school licence in the UK market and this year will enjoy no less than six TV campaigns. Roary The Racing Car was the fastest growing pre-school licence in 2008 as a top-three boys pre-school property. This year there are 12 new lines and there will be six TV-advertised items across the range. I-Teddy sold over 170,000 units worldwide in the first year and new for this year is i-Teddy 2.0, with new

retailed for £29.99 and this year Vivid will re-launch with additional talking feature for just £24.99. Tech toys have been a major growth area for Vivid in recent years. Pleo, the robotic baby dinosaur lifeform, became a 12,000 unit sell-out item last year and is upgraded this year with more downloadable behaviour programs. Laser Challenge has been a perennial brand for Vivid and sold over 55,000 units in 2008. This year sees the introduction of a new TV-advertised state-of-the-art

dual blaster set. R-Doggee is a new high tech interactive, street rapping, joke-telling pet dog, targeted at boys aged four-plus. Guitar Blast will be available in July and TV-advertised from September, is a new game-based high-tech guitar that teaches players to play classic rock guitar riffs and then scores their performance. Asked if the new look ExCeL show will be a budget event, Nick Austin says that it is only ‘budget’ in that the stand will cost Vivid £80,000 less than last year which, in the current economic climate, “seems a very smart decision.” “Our expectations for 2009 are surprisingly high as we are launching an unprecedented number of new brands and licences. Our view is that you cannot choke back innovation just because the economy is in recession. Children are always receptive to exciting new toys irrespective of retail conditions. However, we are certainly conscious of ensuring the majority of our products retail below £30 in general in the coming year.”

INDUSTRY FORUM MANUFACTURING

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The China syndrome Most of us have always known China as the world’s biggest manufacturer of toys, but recent developments have thrown doubt on that assumption long term. Or have they? Is it still business as usual in China? Jon Salisbury gathered together a panel of interested industry insiders to find out what they think... THE TOY RECALLS of recent times did China few favours, adding more fuel to an already raging fire about the country. The credit crisis made it harder for Asian raw material suppliers as they struggled to pay for the materials they use. Mattel CEO Bob Eckert even said that Mattel’s suppliers in China were facing strains from high commodity and labour costs and additional safety testing requirements that had led to smaller vendors closing during the past year. Stricter quality control for Chinese manufacturers and human rights are probably the West’s two greatest ongoing concerns about Chinese toy manufacturing. Human rights have long been a controversial issue in

After the furore over rising costs, the credit crisis has shaken the world’s financial markets and some alarming reports are circulating that could threaten China’s toy manufacturing prowess. China and the toy industry has worked hard to address that via the ICTI CARE Process to promote ethical manufacturing with fair labour treatment and employee health and safety in the toy supply chain worldwide. ICTI’s intent has been to provide a single, fair, thorough and consistent programme to monitor toy factories’ compliance with ICTI’s Code of

Business Practices. So far, national toy associations in 22 countries countries are committed to the CARE Process, nearly 1,500 factories have registered in the Process and 747 factories now have the ICTI Seal of Compliance. After all the furore over lead paint and rising raw material and overhead costs, the global credit crisis has shaken the world’s financial markets

and some alarming reports have begun to circulate that could threaten China’s toy manufacturing prowess. Wang Zhiguang, vice-chairman of the Dongguan Toy Industry Association, says: “Of the 3,800-odd toy firms in Dongguan, no more than 2,000 are likely to survive the next couple of years.” Xiao Yong, the owner of a Dongguan firm, comments: “One of the main problems is that many toymakers in Dongguan rely too much on orders from the US and Europe. The financial crises there have led directly to a reduction in orders.” He adds that it is time to develop other markets, including the domestic one. FEBRUARY 2009

INDUSTRY FORUM MANUFACTURING

Jon Diver (left), MD of Character Options, and Phil Ratcliffe (right), MD of MV Sports, believe that other countries will start to emerge as possible alternatives to China for manufacturing

We asked some manufacturers with more than a passing interest in the situation for their views. How they had been affected by the claim that 50 per cent of all Chinese toy factories are going to close? Phil Ratcliffe, MD of MV Sports, thinks that this figure may have been exaggerated. “There is no doubt that Chinese manufacturers have been under immense pressure. Over the last year they have been faced with increased raw material costs, increased labour costs, reductions in Government rebates, currency appreciation against the dollar and increased pressure from suppliers in terms of testing and audit criteria. “There is a flip side, however, where some Far East manufacturers have profiteered from rising raw material costs and are slow to bring them down now that commodity prices are falling.” Jon Diver, MD of Character Options, says that his firm has been affected both directly and indirectly but so far to a minimum: “We have a very close relationship with our factory base which allows us to understand what’s happening on the ground. We constantly have QA, QC and engineers in the factories to assess the situation. The indirect effect comes from fewer factories being willing to take on risks in terms of pricing and new customers.” Hornby chairman Frank Martin is pleased to report that none of FEBRUARY 2009

Hornby’s suppliers have been affected by closures. “However,” he adds, “all suppliers have reported substantial and unavoidable cost increases, which are being passed on to Hornby and other customers. In turn, Hornby increased its selling prices in September this year (2008) and will do so again in January.” So, are toy manufacturers looking elsewhere at all? Might any other locations start to look attractive? In the short to medium term, Martin doubts it: “For high quality, detailed

this case Thailand, Malaysia, Philippines, Taiwan and so on become more attractive to importers. In general, however, there is nervousness amongst small to medium sized toy companies about pioneering in some of the alternative Far East sources.” Jon Diver thinks that, as costs in China continue to rise, “more places will emerge. However, it’s not just about the price. The infrastructure to support the production of high-end and high-quality products may not be as robust in other countries as in

Of course cost is important, but it is one of many criteria when we select a factory. Others include social, environmental, quality control and systems issues. Jon Diver, Character Options manufactured items there are currently no viable alternatives to China. For products requiring simpler manufacturing processes, countries such as India represent an opportunity. Over the longer term, these other countries may develop the skills to be viable alternatives to China, but in my view not in the next ten years.” Phil Ratcliffe is a little more positive. “Other countries may be more attractive due to prohibitive EU duties on China in relation to categories such as children’s cycles. In

Southern China, but we all have to constantly evaluate other possible places of manufacture.” Diver also believes that there are factors other than cost involved when considering manufacturing options. “Of course cost is important, but it is one of many criteria when we select a factory to produce items for us. Others include social and environmental issues as well as quality control and the systems the factory has in place to achieve our standard. This, of course, limits our manufacturing partners.”

Adds Phil Ratcliffe: “Of course social conscience has a part to play. It is a pity, however, that there are still so many different organisations auditing factories, each with differing criteria and it is understandable that some factory owners get frustrated. “It is important that factory owners are given the opportunity and the time to achieve compliance for their workers. If not, this can result in factories closing or workers being let go, which surely has to be detrimental to the process of trying to improve conditions.” Simon Birchenough, MD at Worlds Apart, believes: “The issue of suppliers folding is huge and the knock-on effect of sub-contractors and secondary suppliers shutting down is even more significant.” Given all the upheaval in China, does the toy industry think that the country will still enjoy its status as the world’s hub of toy manufacturing in ten years’ time? “Definitely,” says Frank Martin. “With 1.2 billion people and the need to create up to 300 million manufacturing jobs over the next 20 years (to absorb the flow of labour from the land as a result of the industrialisation of agriculture), China will remain the primary source of toy manufacturing for the next 25 years at least. This manufacturing may well not take place in the Pearl River delta – it may move inland – but it will remain in China for the forseeable future.”

Poof ® -Slinky®, Inc © 1976, 2009 SANRIO Co., LTD. ETCH A SKETCH and associated trademarks are owned by Bluebird Toys (UK) Limited, and used under license from Mattel Europa, B.V., an affiliate of Bluebird Toys (UK) Limited and Mattel, Inc. © 2009 Mattel, Inc. All Rights Reserved. © 2008 Fundex Games Ltd. All Rights. © 2008 Lucasfilm Ltd. & TM. All Rights Reserved. © 1985, 2009. EPOCH CO., LTD. © and TM Aardman 2007.

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SHOW FOCUS TOMY

Big in Japan New additions to its boys collection incorporating some cutting-edge Japanese technology and the addition of the K’Nex line-up sees Tomy with one of its biggest ever ranges going into 2009. Ronnie Dungan visited the firm for a run-through of the highlights…. YOU CAN tell Tomy has a lot of product this year, and a lot of large product to boot, because it has extended its showroom space into a second room. Much of it is due to the K’Nex items taken on for 2009, but also the not inconsiderable track products, which are among the lines finally starting to lever the joint product development strength of the Takara and Tomy merger. There’s also additions to the Thomas range and Thomas Track Master, new Teletubbies products and the firm has secured rights to be manufacturer of Winnie The Pooh lightshows, gyms and mobiles. K’NEX Kid K’Nex for three-plus will include even more creatures, vehicles and licensed products. New Pets Pals, Racetrack Buddies, Zoo Buddies and Sesame Street characters will be available, from £7.99 to £19.99. The five-plus K’Nex ranges will be boosted with vehicles and building sets, including K’Nex Dinosaurs (£19.99). Amusement rides and coasters hit seven and nine-plus. The seven-plus age group will also see new working robots - K’Nex MotoBots (£29.99). CHOROQ AND AI Tomy’s entry into the boys’ vehicle market is the result of its joint product development strength. ChoroQ is an umbrella vehicle brand. New ranges include ChoroQ Battle Deck System and ChoroQ Steer micro r/c cars. Each pullback car has three separate FEBRUARY 2009

Aquafun cars work underwater as well as on dry land.

characters shaped as musical instruments spins and whirls around on the ‘stage’ platform to play five different melodies. WINNIE THE POOH The new Pooh & Friends Grow With Me Play Gym (£39.99) can be adapted to suit developmental stages from birth to nine-months and features activities and plush toys. The Pooh & Friends Peek-a-Boo Cot Mobile (£34.99) creates a soothing bedtime experience for kids.

with Tinker Bell and four friends.

decks, which are interchangeable and fit all cars. AI, meanwhile, is the first racing set with cars that intuitively avoid obstacles. The set features a large customisable track, two r/c cars and obstacles (£59.99). AQUADRAW There are two new licences for the AquaDraw brand, In The Night Garden AquaDraw and Cars AquaDraw (both £29.99). Meanwhile, AquaDraw mini mats (£6.99) will see new licensed mats. CELLA The Camp Rock Sticker Maker (£19.99) features stars from the Camp Rock movie, while Cella Disney Fairies (£19.99), includes stickers

THOMAS PRESCHOOL Thomas Rock ‘n’ Roll Guitar (£19.99) has two modes, six tunes, sound effects and lights. Thomas and Cranky Coal Loader (£34.99) sees Thomas load coal, carry it up the lift and drop it into the hopper ready for Cranky to tip it into the loading bay. Both will be heavily TV-supported.

NEMO The Finding Nemo licence is new to Tomy and includes plush with Nemo, Dory & Squirt characters (£5.99), a Nemo rattle (£5.99), a chime ball (£7.99) and a blanket with a finger puppet hole on the reverse (£9.99). There are also bath toys (£3.99) and the Nemo Bath Island set (£17.99). AQUAFUN There are two new AquaChangers cars from AquaFun which automatically convert into underwater vehicles. AquaChangers double up as push-along vehicles.

THOMAS TRACK MASTER Thomas Track Master will see new sets, destinations and action features this year. Thomas at Boulder Mountain Set (£29.99) features a track and play action, points, buffer and a sign to a new Sodor destination encourages collectability. Track Master will be TV-supported.

TELETUBBIES Teletubby Bob Along Bath Toys (£4.99) are suitable from six months and bob in the water attracting baby’s attention. Po’s Matching Game (£17.99) is a new game which brings the character alive. Push down Po’s aerial to find out which of her favourite things will be shown in the tummy screen. Telly Tummy Teletubbies (£24.99) is a soft plush with light up ariel and moving TV screen in their tummies.

DISCOVERY The Discovery Forget-Me-Not Photo Album (£19.99) records messages with the pictures to keep babies in touch with their family. The Discovery Magical Melody Maker (£29.99) features five

GAMES Flex is a new game which puts kids and adults’ flexibility to the test. Set up the Flex tower, spin the spinner and use the sucker to pick up the piece at the top of the tower with the body part indicated on the spinner.

For more information call: 020 8643 0320 email: sales@flairplc.co.uk or visit: www.flairplc.co.uk

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SHOW FOCUS ESDEVIUM

Play your cards right Esdevium Games is probably best known for distributing the Pokémon Trading Card Game in the UK, which is still selling well after more than ten years on the market. There are, however, many more strings to its bow, as Katie Roberts found out… ESDEVIUM HOLDS between six and eight thousand skus in its catalogue at any one time and the catalogue changes on a daily basis. The advantage of this, according to marketing manager Charles Ryan, is that it allows the firm to keep abreast of the market and see what’s fun and what works and doesn’t. A further benefit is that when the economy hits a difficult time, the range of products sits over a wide customer base and spreads the risk. As such, Esdevium’s balance sheet is looking fairly healthy at the moment. Ryan explains: “2008 has been our best year so far. We are lucky to be in a value market, which people look for at these times and we produce fun things for families to do together, which seems to be key. It remains to be seen how we will fare next year, but at the moment we are okay.” The firm’s target for 2008 was to hit £22 million and in November, it was on track to do just that. For this year, the company would be content for the figures to remain flat, but the MD would like to push through the target. He comments: “We’re being very thoughtful and careful, but we aren’t pulling in our horns and saying see you in three years. We are certainly trepidacious, but we are not scared.” Steve Buckmaster, sales director, explains: “We are lucky because our set up means we are able to be a little more flexible than many companies, meaning we don’t have to make all of our commitments early on in the year. We have sold about 1.2 million units of Crazy Bones this year [2008], for example and we had never even heard of them until Toy Fair.” Despite its flexibility, the firm already has a solid grounding of products as it enters the New Year and headlining this is Chaotic TCG. Chaotic is a new concept from the FEBRUARY 2009

Esdevium’s board game range, plus Pokémon and Chaotic trading card offerings will be key

creators of Pokémon and incorporates traditional face-to-face gameplay, a TV series on Jetix, which aired last month and online action at chaoticgame.com. Four series of the game have been released in the US already and the first series was soft-launched into the UK at Toys R Us in November and will be rolled out this year with a heavyweight marketing push. The firm is planning 750 TVRs in spring

for the launch of series one and two and the third series will appear 60-90 days later. Ryan explains: “This is an unknown property but we really like it. We don’t get behind each card game as much as we are with Chaotic, but a game like this could be the next big thing.” Despite a peak in sales in 2000, when the craze took hold, Pokémon is still seeing four new launches each year. The brand is supported with around 250 TVRs per quarter and has grown to cover more price points with collector’s tins and special edition packs. Esdevium was signed as UK distributor of Rocket Games in September 2008 and is gaining a positive reaction. Buckmaster explains: “We’ve had a really good response from retailers because with a heritage range, everyone has a personal favourite they remember from their childhoods.”

Horrible Histories recently launched Rotten Romans and another, yet to be named, will arrive this year. Esdevium will also be looking after the distribution of construction brick toy Cobi to UK indies. The niche market of specialist games is proving to be a success story with regular sales of around 200 products each week, enough to put them on the cusp of moving into mass market. Within its collection the firm includes Catan, which has enjoyed sales of between 16 and 18 million globally; Carcasonne, based in medieval France; and The Settlers of Catan. Axis Allies celebrates its 50th year with an anniversary edition and World of Warcraft will launch with a Lord of the Rings licence. Despite the economic situation, specialist games appear to be bucking the trend. Buckmaster explains: “I’ve seen the least amount of closures in specialist games shops this year, in fact we’ve even seen a number of new stores opening.” Good news for anyone selling the kind of value-added collectible items they love.

CASE STUDY ITEDDY

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Bear necessities Experienced toy trade vets will not flinch at tales of last minute fluctuations in component prices, rocketing freight costs and dodgy Hong Kong noodles, but for the unitiated, what follows is part cautionary tale and part heroic saga. iTeddy creator Imran Hakim takes us on his unlikely journey from optometry to the toy industry via Dragon’s Den and offers some insights for those who may be attempting a similarly unfamiliar trip…. KNOWING what I know now about the toy industry, I probably would never have started the rollercoaster journey which we have been on over the past two years. In my ignorance, I took the first steps to realise a concept which was full of challenges. As an optometrist, I run a group of businesses within the optical sector covering manufacturing, licensing, distribution and retail optics. I have been running my own business since the age of 16 when I set up in IT. I realised I was unemployable from a very early age. I lasted less than three days at McDonalds and was constantly asking awkward questions. I always felt (maybe arrogantly) that there was a better or more efficient way of doing what my manager asked. I then lasted two days at a local supermarket. The induction manual said for the first two days I was to stand behind the till and be shown how to scan a barcode. After the thousandth time of watching the lady behind the till scan the barcode I learnt a very important lesson about myself in business. I need to be challenged - getting out of my comfort zone and pushing boundaries, being unsure of whether I can achieve what I embark upon is what drives me. If you tell me that I’m incapable of something I believe in, it’s like a red rag to a bull. So when my younger brother and I decided to have a bet as to who could create the best birthday present for my niece’s first birthday (she was seven months old at the time), I could not have imagined where it would lead. We both had five months to prototype our individual ideas and demonstrate commercial potential before my niece turned one. We shook hands and there was even a forfeit involved (he was the one dressed as iTeddy on our Dragons Den episode.) As it came to pass, my idea was iTeddy - a teddy which allows children to watch cartoons, play

Imran Hakim (front left) gets Dragons Paphitis and Jones (back) into the iTeddy spirit

music, store photos and play games as well as download more from iTeddy.com. I had a vision for iTeddy to become a child’s first media player and a vehicle to expose kids to technology that would be all around them in the future. I knew very little about the toy industry. The first thing I did was to get my hands on every single market research report around, so I could understand the market in more detail and convince myself there was a commercial opportunity. Everything I read suggested that techno-toys were a growing part of

the market, traditional toys were being re-worked with some sort of electronic functionality to enhance appeal for the 21st century. That energised me and I started to look at how much it would cost to make iTeddy. Up until that point the cost of 512MB memory alone was retailing at around £50. iTeddy contained flash memory, rechargeable battery, colour screen, a bespoke chipset, peripherals and other semiconductor components as well as the plush. It was only then that convergence in technology in cost, size and weight

would allow me to make iTeddy maintaining value for everyone in the supply chain and still retailing at a price that could achieve some scale. So off I went, armed with enthusiasm, rudimentary research and amateur understanding of the market. I went to the promised land, or China, to be precise. We launched at Toy Fair 2007 with a prototype. Nobody ever says their baby is ugly and similarly, whilst we thought iTeddy was fantastic, we wanted to see what the industry experts thought. From our small stand in the Greenhouse area, we managed to FEBRUARY 2009

CASE STUDY ITEDDY

create a real impact and were overwhelmed by the positive response from distributors, licensors and retailers, from all around the world. Having confirmed the interest, we had to consider several offers in light of our emerging product cost, production capacity and limited distribution infrastructure. When I think of all the subsequent challenges we had to overcome – fluctuations in currency and commodity components, language barriers, contractual issues, rigorous QA procedures, financing and countless nights sleeping in factories to ensure orders get to market on time – it sends a shiver up my spine. There were many occasions when I questioned why I was doing this and whether I should return to my life at home with all my creature comforts. However, it was the challenge with my brother and the belief in a fantastic commercial opportunity that kept me going. I sometimes cringe when I reflect on my naivity in dealing with suppliers. They had an amazing talent for making you think everything would be OK but then letting you know that it almost definitely isn’t, when it’s a little too late (unless of course you can pay a bit more than originally agreed as they always miraculously managed to locate an alternative supplier for one of the dependent components). One of the more expensive lessons included hedging commodity components. The cost of flash memory had been spiralling FEBRUARY 2009

downwards and so I thought I would wait until the last moment to purchase this essential part. However, two weeks prior to being in a position to send over my LC, Apple announced the release of iPhone consuming a quarter of China’s flash production and hence sent the cost upwards by a dollar per day. That really impacted our bottom line as my transfer price to customers had already been signed and sealed. I also ended up air freighting the first batch which cost ten times what it should have and eroded the margin

manufacturing, distribution and marketing process. This allowed me to get on with other ideas whilst the experts developed the brand for us. It really has been a rollercoaster journey but one I wouldn’t change for the world. I have met some amazing people and made many new friends, who have been instrumental in helping us acheive what we have from a standing start in such a short space of time. Based on my experiences, I would urge any budding entrepreneur to ensure they carry out as much

It really has been a rollercoaster journey but one I wouldn’t change for the world. I have met some amazing people and made many new friends, who have been instrumental in helping us acheive what we have. further. However, I accepted all this as part of the learning curve and was confident that as long as it didn’t cripple us, being first to market and retailing good shelf space would mean we were well-placed to take advantage of future opportunities with the brand. Having signed a worldwide distribution deal with Vivid Imaginations in December 2007, we exhibited in Hong Kong in January. Since then we have secured distribution in 40 countries as well as most major UK retailers. Vivid is fantastic at managing the full

research as possible before they begin, especially if they are new to the sector. Understand your market, so you can talk within the market place intelligibly and with confidence. It is also important to ensure at this point that your aspirations are in line with market intelligence. Is the market big enough for you to create a multimillion pound business? Or will your niche idea at best create a lifestyle business for you? Understand yourself as well – what is it that’s driving you? For me it was the challenge with my brother and this vision of seeing my idea on the

shelf. This motivation will be essential in carrying you through the tough times. A lot of emphasis is placed on business plans, but I’m a firm believer in a sixth sense. After conducting market research, if your gut says ‘yes you can’, that’s a strong driver for action. A thorough plan is important but should be treated as a guideline to ensure all bases are covered rather than a rigid set of rules to adhere to. Our plan changes on a weekly basis and we constantly review short, mid and long-term goals in light of new challenges and opportunities. Generating product awareness is also essential. You could have the best product, but if nobody knows about it, you will never get anywhere. I have found exhibitions to be extremely useful in promoting your idea, bringing together a concentration of people from the same sector and with the same sort of interests. Equally, relationships are crucial in the toy industry to ensure you have the right connections. Finally if I had to leave you with a single statement, I would say, take the first step. It’s amazing how you can come up with an idea, take the first few steps and gain confidence in your idea. You take a few more steps and gain more momentum and before you know it, you are well on your way to realising that vision that you had on a piece of paper. This may just sound like common sense, but as Theo Paphitis often says: “Common sense isn’t all that common in business.”

OPINION MARKETING GAMES

Board rigid Never one to hide his light under a bushel, Imagination Games’ forthright boss Shane Yeend penned these words from Down Under to explain how his company continues to thrive in a games market that seems to have forgotten the meaning of innovation… PEOPLE KEEP telling me the games market is in bad shape, yet we grew our UK business by 150 per cent this year. I don’t believe any other games company could do that. There is no doubt that times are tough, bad debts are up, and that cash and banking facilities are at a premium in times like this. However, we have continued to grow for a number of reasons. The easy win is to drive quick sales via hot licences and TV-advertising, but the critical thing is getting people to play games. That is the only longterm strategy that makes sense for a games company. For the toy companies like Hasbro, Mattel, Character and so on, the toy model is the easy option – loads of TVRs, low

are like a roller coaster, so it’s great while they’re big, but tough for everyone to anniversary once they’ve gone. We’re focused on new ideas and fresh concepts that will deliver year after year in the future. We are an entertainment company. We are all about delivering social gameplay by any media. We just launched a radio station, which features our games brands and known licensed formats played on air. It started as an online radio station. But now syndicated content has just rolled out to 60 radio stations, and we’re building from there. We’re also in discussion with the UK’s leading family entertainment stars to front versions of our games as Saturday

We focus on gameplay and on getting people to play games. We only bring our games to retail once they are ready – both in terms of gameplay and in consumer awarenesss. focus on gameplay. We focus on gameplay and on getting people to play games. We only bring our games to retail once they are ready – both in terms of gameplay and consumer awareness. This reduces the risk to retailers of stocking new products. For example, we have two awardwinning board games – Quelf and Flapdoodle – that we could launch in 2009 and shift tens of thousands of boxes, but that doesn’t create the next brand that retailers can rely on to deliver year after year. The games category has been crying out for fresh news. For years it’s been dominated by extensions on existing brands, and the latest gameshows. The challenge is that brand extensions offer an ever decreasing return, and game-shows FEBRUARY 2009

night TV shows. No other games companies are doing the things we’re doing. Many people think of us as the DVD Games company and, it’s true, we did conceive and launch the DVD Games category globally. However, we were a successful board games publisher before that and are still. DVD Games was just one simple idea that went huge. We have lots of simple, but huge, ideas. We’ve been in TV and media production for 22 years; as part of that work we were producing a radio game called Battle of the Sexes in Australia ten years ago. We published a board game off the back of that, which went bigger than Monopoly. We then took that game to the US, where it still sells hundreds of thousands each year.

Not everybody in the UK is aware that we have full distribution into US mass market distribution and are a valued supplier to Wal-Mart, K-Mart, Target, TRU, Barnes & Noble, etc. This gives our European business strong corporate and financial support, as well as a global product line to cherry pick from. We also set them free to develop products that work well locally. It’s really the perfect blend; we can work globally, regionally across Europe and locally – no other games company can compete in all those areas. Our development team has won awards across the world. The Planet

Earth DVD game has won awards in five countries so far. Licensors choose to work with us because we make great games, we understand their brands and objectives, and also because we are absolutely obsessive about getting development right. We don’t submit rubbish work and wait for the licensor to direct us – we produce what experience and expertise suggests to us is the right thing. One leading UK-based licensor has changed their merchandising brand style guide as a result of our work. The toy companies for which games are another box to slap a label or licence on don’t do that.

MARKETING GAMES OPINION

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Yeend overdoes it on the 3 for 2 offers at his local Toys R Us.

We have a business model based on low overheads, great gameplay concepts across different media, brilliant, passionate people, and are working really hard to provide a competitive advantage for our customers. It’s really quite simple, and for us it’s easy to make it work because the companies with the biggest brands are so inflexible, cost heavy, and inward looking. We work openly with retailers to find out what they need, not just what we want to sell them. As an example, having heard how many UK suppliers were passing on cost increases to customers, we took the

decision not to pass any on. While this gives us a margin hit, it also gives us a significant difference versus our competition, and assists customers at a tough time for them. This sets us apart from our competition. This is a really tough time in retail. What happened to Woolworths shows just how tough it has been. So, in times like these, retailers are looking for proactive suppliers which pre-empt problems and provide solutions. That’s the jargon, the reality of that is knowing the customers’ games business as well as or, if you can, better than them. So you identify problems and

opportunities in time to do something about them. It also sometimes means taking a hit yourself so you can ensure business works for the retailer. Our customers tell us about the problems other companies create with their insular focus, instead of addressing what concerns the customer – for instance, the hard sell on ‘corporate priority’ products, as opposed to what is best for the customer, what will sell more for them and deliver them the most profit. They tell us about terms meetings which are all about what account managers are allowed or authorised to agree or not agree to.

But most major national retailers have enough of their own red tape without having to jump through hoops for their suppliers as well. The reality is that we have some great games that perform year after year. Not every game we have launched has been a runaway success, but we go back and clear up our mess when that happens so the customer isn’t dumped on. This all sounds like common sense, but not everyone does it – we do, and hence we are growing as all around us struggle to deal with these harsh times.

FEBRUARY 2009

SHOW PREVIEW US TOY FAIR

New York time Once the destination event for the international toy trade, the February show still attracts an impressive 20,000 visitors and over a thousand exhibitors, with an exhaustive seminar programme and awards, too….

AMERICAN INTERNATIONAL TOY FAIR February 15th-18th Jacob Javits Convention Center, New York www.toyassociation.org

THE 106TH annual Toy Fair will open its doors on February 15th-18th 2009 at the Jacob Javits Convention Center and showrooms in New York. More than 20,000 visitors from across the globe are expected to attend. Although the February showcase is no longer the must-attend international event it once was – and the TIA’s Fall show has overtaken it in terms of importance to the trade – it is still at the heart of the $22

billion US marketplace and boasts more than 1,200 exhibiting companies from around the world. Over 100,000 products will be on display with at least 7,000 making their debut at the four-day show. Indeed, the event has just received a boost with the news that both Mattel and Bandai are moving their show presence to the Javits Centre. Mattel has added more than 20,000 square feet of private exhibit space in

Registration Hours Friday, February 13th, 12pm – 5pm Saturday, February 14th, 8am – 5pm Sunday, February 15th – Tuesday, February 17, 8am – 6pm Wednesday, February 18th, 8am– 4pm NOTE: Javits Center exhibits open at 10am on Sunday, February 15th. Exhibit Dates & Hours Sunday, February 15th, 10am – 6pm Monday, February 16th, 9am – 6pm Tuesday, February 17th, 9am – 6pm Wednesday, February 18th, 9am – 4pm

SHOW PREVIEW US TOY FAIR

the Galleria, in addition to the 3,500 square feet of space located on Level 3 at Javits where it has traditionally exhibited. Bandai America, meanwhile, has committed to 1,800 square feet of exhibit space for the first time at Javits, as it marks the sale of the one hundred millionth Power Rangers action figure in the US. Sourcing new product has been simplified this year, with the recent revision of the 14 product-focused Feature Sections. Five new categories join the section line-up, including Action Figures; Educational Toys & Games; Science and Discovery Kits; Infant

Over 100,000 products will be on display with at least 7,000 making their debut at the Javits. and Pre-school Toys and Accessories; Outdoor Toys, Play Equipment, RideOns and Sporting Goods and Youth Electronics, Tech Toys, Interactive Gaming and Robotics. Sitting alongside these, many of the remaining sections have seen name modifications.

Up to date information on safety and regulatory issues will be presented during a Safety Seminar (being held on Monday February 16th), and a new retail seminar will focus on how to thrive and survive in the current tough economic climate (Tuesday February 17th). Drop-In Learning Sessions will also be held daily on the show floor. The Ninth annual Toy of the Year (TOTY) Awards will be held on Sunday, February 15th. The awards salute the creativity and success of the top toy industry professionals by honouring them and the best toys developed by the international toy community.

Also honoured at the event will be Joan Ganz Cooney, co-founder of Childrenâ&#x20AC;&#x2122;s Television Workshop (renamed Sesame Workshop in 2000), as well as Jack Pressman, founder of Pressman Toys who will be inducted into the 2009 Toy Industry Hall of Fame.

Where is everything? Action Figures Level 1, Aisle 4900 Arts and Crafts Level 1, Aisle 5900 Board Games, Online Games and Puzzles Level 1, Aisles 6000, 6100, 6200 Childrenâ&#x20AC;&#x2122;s Books and Music Level 3, Aisles 3200, 3300 Designer and Art Toys Level 1, Aisle 4900 Dolls, Soft Toys and Accessories Level 3, Aisles 1000, 1100, 1200 Educational Toys & Games, Science and Discovery Kits Level 1, Aisle 5900 Infant & Pre-school Toys and Accessories Level 1, Aisle 5900 International Pavilions Level 3, Aisles 2700, 2800, 2900 Outdoor Toys, Play Equipment, Ride-Ons and Sporting Goods Level 1, Aisles 5500, 5600, 5700 Seasonal, Party and Holiday Products Level 1, Aisle 5700 Specialty Source Level 1, Aisles 6200, 6300, 6400 Trains, Models, R/C, Hobby and Accessories Level 1, Aisles 5700, 5800 Youth Electronics, Tech Toys, Interactive Gaming and Robotics Level 3, Aisles 3000, 3100, 3200, 3300

FEBRUARY 2009

Schleich is the worldâ&#x20AC;&#x2122;s leading brand in this sector and boasts a huge following of collectors across the globe. UK retailers have been maintained by a dedicated UK ofďŹ ce for the past three years and are now to receive even more support with stunning display units and point of sale materials that show the product in a modern manner that is immediately appealing to the consumer.

MODELLED ON NATURE, HAND PAINTED BY ARTISTS

Spring Fair Hall 5, Stand B65 Toy Fair Stand SJ 60

Schleich UK Ltd 4 Stansted Courtyard Parsonage Road Takeley Bishopâ&#x20AC;&#x2122;s Stortford Hertfordshire, CM22 6PU

Telephone: 01279 870000 Email: schleich@schleich-s.co.uk Website: www.schleich-s.co.uk

Products for everyone. Programmes for everyone. BBC Worldwide Contact us: product.licensing@bbc.com In the Night Garden â&#x201E;˘ & ÂŠ Radgoll Worldwide Limited 2007.

The UK’s only dedicated monthly licensing coverage

News • Media • Opinion

2009 hot list Pages 103-135 From big name film releases through to evergreen brands, ToyNews takes a look at some of the key properties for this year…

Russell’s brands Pages 92-94 MD of BBC Worldwide Children’s & Licensing, Neil Ross Russell talks us through his plans for the division in 2009 and beyond…

News Pages 86-88 HIT Entertainment reveals push for Angelina Ballerina and Rainbow Magic, Turner Enterprises makes its debut, Martin Yaffe seals LazyTown toy deal…

LICENSINGNEWS

COMMENT RISING TO THE CHALLENGE IN THIS SAME issue last year, I wrote a piece saying how confident licensors were about achieving growth for their businesses and brands in 2008. No doubt, we’ll find out how this confidence transferred into sales soon enough, but there’s no getting away from the fact that the feeling out there this year is different. Thoughts of growth have turned into thoughts of survival. One of the main fears is that consumers will start buying generic, cheaper-priced products, rather than branded items. Everyone will be looking for value for less money in 2009. New business models are being implemented with the main aim being to ride out the storm this year, but which may also benefit the long-term health of the licensing industry. However, there is still much to look forward to – and much that the toy industry can benefit from. The list of potential blockbusters at the box office, for example, is already looking tasty. After the phenomenal successes of The Dark Knight and Iron Man last year,

Thoughts may have turned from growth to survival, but there is still much to look forward to. 2009 will bring us Bolt (Walt Disney), Monsters vs Aliens (Dreamworks), Star Trek (Paramount), Hannah Montana: The Movie (Disney), Transformers: Revenge of the Fallen (Paramount/Dreamworks), Ice Age 3 (Fox) and Harry Potter and the Half Blood Prince (Warner) to name just a few. All will have heavyweight licensing programmes behind them. New RDF Kids’ property Waybuloo is the big preschool hope, while In The Night Garden and Doctor Who are still being heavily backed by the BBC. Numerous properties key to the toy market are also celebrating milestone anniversaries in 2009. Toy retailers may also be able to capitalise on sporting events such as The Ashes, while big name football teams like Manchester United, Liverpool and Chelsea are always solid performers. Licensing is a reasonably mature business and many firms may have already survived one economic downturn. My hopes are high that it can come through this one, too. Samantha Loveday Samantha.Loveday@intentmedia.co.uk

FEBRUARY 2009

HIT bolsters girls’ portfolio New-look Angelina Ballerina planned • Rainbow Magic makes licensing debut with fresh publishing and DVD products HIT ENTERTAINMENT has further strengthened its offering in the girl’s preschool sector unveiling plans at Toy Fair for an all-new refresh on Angelina Ballerina and its publishing property Rainbow Magic. Now in its 25th year, Angelina Ballerina has been given a makeover in 2009 with an all-new CGI series set to broadcast on Nick Jr in the UK in autumn/winter. Angelina Ballerina: The Next Steps introduces new characters and destinations to the popular series and offers licensing partners with opportunities across all categories. The series will expand the world of Angelina and her friends into new areas of dance including tap, modern and jazz. A new style guide will also be launched in late 2009. HIT and English National Ballet will also take to the stage for a second ballet production entitled Angelina’s Big Audition which will tour the UK from May. Angelina Ballerina was first published in 1983 and has sold over six million books in 19 languages worldwide. The character has just been appointed the official sponsor for the Critic’s Circle National Dance Awards Children’s Award, taking over from Billy Elliott. The award recognises children who are also ‘Little Stars with Big Dreams’ and who demonstrate a passion for dance.

Publishing property Rainbow Magic is also set for a stellar year with the launch of new publishing formats, chapter books, retail promotions and an all-new fully interactive website featuring games, newsletters and downloads for young fans. Kirsty, Rachel and the Rainbow Magic fairies will be brought to life in the first 60-minute special to be released on DVD from autumn as they explore Rainspell Island and experience a magical, secretive world of fairies, goblins, talking animals and their nemesis Jack Frost. Rainbow Magic has sold over 20 million books worldwide and targets girls aged five to nine years. Peter Byrne, EVP consumer products worldwide, HIT Entertainment, commented: “We are excited to be showcasing both Angelina Ballerina and Rainbow Magic at this year’s Toy Fair. There are exciting opportunities across all categories for new and existing licensing partners and we look forward to sharing our exciting plans with the UK licensing community.” HIT Entertainment: 020 7554 2500

Big start for pre-school show FOLLOWING its launch at last year’s BLE show, Start Licensing has been busy signing up partners for new pre-school property Big & Small. ITV DVD will be distributing DVDs of the series, while Kids Music will be offering downloads of music tracks from its website and has also made an album available on iTunes. In addition, BBC Magazines will be including the characters in the Cbeebies weekly comic, while Rainbow Productions has taken a licence for Big & Small costume appearances. The series has also benefited from

the launch of a dedicated micro website within the Cbeebies site. Ian Downes, MD of Start Licensing, said: “Big & Small is rating extremely well on Cbeebies and we are pleased with the deals we have completed to date. “We have another significant deal being completed at the moment in a core category which will complete the foundation stories we wanted to lay for the property.” Big & Small will be running on Cbeebies in the Bedtime slot throughout Q1. Start Licensing: 020 8337 7958

LICENSINGNEWS

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BBCW Gears up for eventful 09 IN BRIEF FAME PLANS TAKE SHAPE

New focus on adult properties means Top Gear motors into the licensing spotlight… by Samantha Loveday WITH THE continued success of both the TV series and the magazine, BBC Worldwide Children’s & Licensing is extending the Top Gear licensing programme to include products for boys and families, as well as adults. The firm has already signed up Wow Stuff as the master toy licensee and a range is being readied to hit the UK High Street in time for Christmas. On top of this, a children’s lunchware and stationery range will arrive from DNC, as well as Easter eggs and Paul’s Model Art Die-Cast models based on the power laps in time for Father’s Day in June. The key to the range is to ensure that all products reflect the humour and content of the show, as well as

the cult appeal of The Stig. There are currently 11 licensees signed up, with other deals and proposals pending. In addition, the Top Gear magazine is the UK’s biggest selling motoring

No cuts at 4Kids UK office THE LONDON office of 4Kids will not see any additional staff cuts, despite cost cutting initiatives in the US to better position the firm going forward. “Moving forwards, it’s business as usual at 4Kids Entertainment International,” said Sandra VauthierCellier, MD. “There were cuts made across the organisation in the US but after some

restructuring of the UK office earlier in 2008, we didn’t need to implement any additional personnel cuts in this wave and, barring any unforeseen catastrophic occurrence, no further cuts are envisioned. “In fact we’re very excited about having such strong brands in our portfolio to keep developing throughout EMEA in 2009.” 4Kids started the year with the UK roll out of the Dinosaur King toy line from Vivid which includes figures, spinning battle dinosaurs, play-sets, role play and games. These join the trading cards (Upper Deck) and the video game (Sega) which were released last year. 4Kids: 020 7297 5980

magazine and the number three in the men’s lifestyle market. There are 24 licensed editions. “In the past we have deliberately been very protective of the Top Gear brand and that will remain the case,” Neil Ross Russell, MD at BBCW Children’s & Licensing, explained to ToyNews. “We’re certainly not going to go out and start slapping it everywhere, but the popularity of the show and the extent to which the viewers really want to engage with it [means] we want to give people the chance to experience the brand and really immerse themselves in it.” Turn to page 92 of this issue to read the full exclusive interview with Neil Ross Russell. BBCW: 020 8433 2000

Bandai gets the Nod BANDAI HAS now begun distributing the new Noddy toy line in the UK, after expanding its relationship with Chorion at the end of last year. The firm – which also has distribution rights in Spain – is handling products from master toy licensee NSR and is part of a 200strong licensee list around the world. “We are very excited to be partnering with both Chorion and NSR on this iconic British brand,” said Julian Boyers, MD of Bandai UK. “We look forward to re-establishing Noddy as a leading pre-school licence in its 60th anniversary year.” Chorion: 020 7061 3800

Rocket Licensing has secured a number of partners for the new Fame licensing programme. These include Character World, International Greetings, Danilo, Kinnerton, Spearmark, Susan Prescott, TDP Textiles & Aykroyds and Blues Clothing. Each will be targeting the core market for Fame product, which is expected to be tween girls, teen girls and their mothers. These licensees join existing partner Somerbond, which is already doing classic Fame apparel for adults. Rocket: 020 7207 6241

BATMAN BOOSTED Warner Bros Consumer Products is further building on the momentum surrounding the Batman brand, planning a range of new products focusing on the technology and gadget categories. Targeting males aged 18 to 34, as well as teen and tween boys as a secondary audience, WBCP is seeking partners to develop products including gadgets, digital cameras, computing equipment and mobile phones. WBCP: 020 7984 6173

PARTNERS SIGN FOR BRITANNIA HIGH ITV Global Entertainment has revealed a raft of licensees for its tween musical drama, Britannia High. Christy’s Group, Global Licensing, SilverKnit, Fashion UK and Powerplay are all on board, while JBI Footwear/Sutton Group, Danilo and Panini have also pledged support for the new brand. A list of 20 retail partners have also signed including Asda, Debenhams, Tesco, Mothercare and Next. ITV: 020 7157 6189

YAFFE GETS HARRY & TOTO BBC Worldwide has appointed Martin Yaffe as the master toy partner for pre-school show Harry and Toto. Under its Born to Play brand, the firm will roll out plush and lunchware this year, followed by figures, play-sets, vehicles and wheeled toys in 2010. BBCW: 020 8433 2000

FEBRUARY 2009

LICENSINGNEWS

IN BRIEF

Turner Enterprises makes its debut

NIGHT GARDEN IS TOP INFANT LICENCE

Division’s remit expanded to include adult brands as well as kids’ franchises…

BBC Worldwide has said that its flagship pre-school show In The Night Garden is now the number one infant licence in the UK toy market. According to NPD data, ITNG earned almost £18 million (source: NPD, YTD October 2008) at retail based on YTD toy sales, of which BBC Worldwide receives a standard royalty.

by Samantha Loveday

CHARACTER EXTENDS DOCTOR WHO DEAL Character Options will be spearheading development of a new line of Doctor Who toys featuring the 11th Timelord, Matt Smith, BBC Worldwide has confirmed. A new style guide is currently being worked on for Series 5. BBCW: 020 8433 2000

KIDZ ENT GRABS MIFFY Kidz Entertainment/EEMC has been appointed to represent classic property Miffy across the Nordic and Eastern Europe regions. The firm is now looking to bring Miffy products for all age groups to key retailers in the region. Kidz Ent: +45 33 55 61 00

BEN 10 PARTWORK ON WAY Hachette Partworks has launched a new Ben 10 partwork series. The publication will contain new missions, comic strips, character fact files and games. In addition to a magazine, the series will also include a unique trading card collection, featuring aliens from the series, as well as special effects cards hidden in selected packs. www.hachettepartworks.com

MATTEL'S NEW SECRET Mattel has been appointed as the global master toy licensee for new Cartoon Network show, The Secret Saturdays. The firm will be producing a wide range of toys inspired by the series including action figures, play-sets and roleplay items. The collection is due in autumn 2009. Mattel: 01628 500000

for third parties such as Nelvana on new property Bakugan. “The repositioning of Cartoon Network Enterprises to Turner Enterprises is a significant step forward for the EMEA business,” said Alan Fenwick, VP of the division (left). “Through the central distribution of resources and our close collaboration with Turner Media Innovations we are able to offer streamlined, integrated opportunities to build standout franchises. “This bespoke approach has been applied to our core children’s properties with great success and we now look forward to developing our adult brands, as well as extending the licensing of our assets on digital platforms.” Turner Enterprises: 020 7693 1000

TURNER BROADCASTING has unveiled a repositioning of its licensing arm across EMEA, renaming the department Turner Enterprises. The move reflects the expansion of the division’s remit, to include Turner Broadcasting’s adult entertainment brands, CNN, Adult Swim and Turner Classic Movies. These will sit alongside its existing kids’ portfolio which includes Cartoon Network, Boomerang and Cartoonito. In addition, the licensing assets across mobile, online and DVD have been bought under the helm of Turner Enterprises. The firm will continue to build consumer product franchises for Cartoon Network shows like Ben 10 and The Powerpuff Girls, as well as act as licensing agent

Yaffe reveals LazyTown line Nick ready for 09 push MARTIN YAFFE is to launch a new expanded range of LazyTown products at Toy Fair which will include moulded plastic items, wheeled toys and bicycles. The firm already has a deal in place for outdoor products, but this marks the start of a fresh agreement with LazyTown Entertainment for a multi-territory licence. Yaffe will be producing two products – one pink and one blue to build on the property’s equal gender split – under its Born to Play brand. “I am delighted about the expansion of our LazyTown range,”

said Ronnie Yaffe, the firm’s international managing director. “Developing products that encourage outdoor play and help children to keep active is an absolute pleasure. I look forward to building upon what has already been a very successful and mutually beneficial relationship.”

LazyTown founder Magnus Scheving added: “We want to create fun toys that inspire kids to be active and move. Yaffe shared our enthusiasm to move children and their families.” Martin Yaffe: 01706 717800

NICKELODEON UK is planning some major activity around its key brands in 09 – including an increased line for Spongebob Squarepants to celebrate the tenth anniversary. Wonder Pets and tween hit iCarly will also be promoted heavily, while established toy properties Go Diego Go and Dora the Explorer will continue to have a high profile. “We have a great range of characters, our ratings are very positive and our 2009 retail and channel marketing plans mean we are prepared for the year ahead,” said Clare Piggott, VP of consumer products at Nickelodeon UK. NVCP: 020 7462 1000

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FEBRUARY 2009

BOOKMARK US TODAY

LICENSING THE BIG INTERVIEW

ROSS RUSSELL: “As BBC Worldwide Children’s, that’s kind of how we were perceived, as a children’s business. The awareness [for our adult brands] wasn’t there. But there’s a lot that we can do”

Russell’s brands He’s been in the job for less than six months, but already Neil Ross Russell, MD of the new-look BBC Worldwide Children’s & Licensing, is making his mark. Samantha Loveday caught up with him at the BBC’s Media Centre to talk about everything from restructuring the business, through to the next Doctor Who, Top Gear and Strictly Come Dancing... NEIL ROSS Russell considers himself to be a very lucky man: “This is how good this job is,” he tells ToyNews when we meet up for our interview. “I get to go from talking about a brand like In The Night Garden, which is fantastic, to [talking about] something like Strictly Come Dancing.” Ross Russell originally arrived at the BBC as a consultant to help with the channel business. Having notched up considerable experience with NBC and before this Sparrowhawk Media, he worked closely with his predecessor, Gill FEBRUARY 2009

Pritchard. When she left, he found himself presiding over a major reorganisation, becoming MD of the new-look BBC Worldwide Children’s & Licensing in September 2008. “When I arrived and had the period as a consultant, it gave me the opportunity to look at the business from the outside,” Ross Russell explains. “It became apparent that we’re very good in the UK; we have a great platform for our brand, have the right infrastructure in place in terms of relationships with retailers and licensees and have a good scale

of brands coming through which are of interest to these people. But, international is still very difficult. “This is largely because we don’t have the channel, so we’re just another content producer when we go international, plus we haven’t ever really thought strategically about how we can enter a new market and maximise the value of our business across the board. “We tended to make either shortterm TV sales decisions or short-term merchandise decisions without looking at the bigger picture.”

The changes that Ross Russell put in place had three objectives. The first was to improve the level of focus BBCW put on each individual brand; second was to grow the international infrastructure; and third was to promote its licensing capability for its adult properties, rather than just the children’s franchises it had become known for. A difference has already been made in that the individual brand managers now have a more commercial role. “Their role is very much to create a business plan,” Ross Russell explains, “and this terminology is very important because it is a standalone small business that we are looking at.” As well as giving the brand managers more accountability and responsibility for their properties, the aim is to also improve the relationship with the rights owners, as most of the BBC’s brands are with third party rights holders. “They’re clearly a very important stakeholder for us,” Ross Russell adds. The new structure also enables BBCW to look at its portfolio in a more strategic way and makes it easier to identify what the gaps and opportunities are going forward. As part of this, the firm is also reviewing its current stable of properties and Ross Russell admits that it’s almost inevitable that he will scale down the size of the portfolio so the team can focus on putting more effort behind a smaller number of brands. BRITS ABROAD Internationally, Ross Russell has some equally big plans, and the first priority is the US. “We already have BBC America, and that’s given us a great platform for some of the adult brands. Teletubbies is also a very big brand over there and Charlie & Lola is doing very well on Playhouse Disney; so we’ve got some big brands over there but we don’t really have the infrastructure to take advantage of them. “We’re recruiting what I keep calling a ‘heavy hitter’ licensing person to go and sit in the New York office and really try and open up that American market for us. We’ve got some fantastic brands that are wellknown and loved in the States and

LICENSING THE BIG INTERVIEW

Part of the new Doctor Who Monsters artwork

We’re just another content producer when we go international, plus we haven’t ever really thought strategically about how we can enter a new market and maximise the value of our business across the board. we’re just not getting the mileage we should do out of them.” And this is definitely a long-term plan for Ross Russell; after the firm is more established in the US, there are some solid other opportunities out there, such as China for example. FUTURE GROWTH “The third real objective of the restructure was around the adult brands,” Ross Russell continues. “It wasn’t the case that we weren’t doing them [Doctor Who and Planet Earth being just two examples], but internally and externally as BBC Worldwide Children’s, which was the name of the business, that’s kind of how we were perceived, as a children’s business. The awareness wasn’t there. “But there’s a lot that we can do. We’ve got a bunch of fantastic brands in the BBC portfolio now, but we’ve also got 80 years of legacy brands that have been made in-house by the BBC and nobody’s ever looked at them with a licensing eye. There are some great opportunities in the long-term, but hopefully we can drive some short-term returns for some, too. These are brands which are well

known and well loved, but also these are big long-term brands that we can help build. Doctor Who is a case in point here. 2009 is going to be a great year for it, despite there being no show. But the work that we do and the work that other elements of the Doctor Who brand does over the next year will be very important in terms of keeping the excitement going and really setting it up for the new Doctor.” While Ross Russell and his team certainly have the plans and the vision for growth, the economic outlook on the High Street might not work in their favour. Ross Russell admits it’s a concern, but also acknowledges that we’re powerless to stop it, and the only thing that BBC Worldwide Children’s & Licensing, and its peers, can do is to keep thinking of new initiatives and ways of expanding the business into new areas. “There are no end of challenges for the industry as a whole,” he concludes. “[We need] to keep coming up with stuff that excites and engages, which isn’t the sort of overly obvious stuff, and making sure we can secure that retail shelf space.”

www.toynewsmag.com

FEBRUARY 2009

LICENSING THE BIG INTERVIEW

THE SHAPE OF THE BBCW STABLE IN 2009 DOCTOR WHO “Personally, I think the fact that there isn’t a series in 2009, but there are these specials, is going to make it a fascinating year for us because it means we’ve got to be a bit smarter about everything that we’re doing,” says Ross Russell. “It’s a really big challenge for us and something we enjoy.” A highlight of the forthcoming spring/summer 2009 collection will be the arrival of a new mini action figure range called Time Squad from Character. The Sonic Screwdriver and five-inch figures continue to be popular, while to support the clothing and paper-based licensees, a new Monsters style guide for artwork has also just been launched. LONELY PLANET A brand BBCW acquired earlier in 2008 and a name which is already well known in the UK and Australia. “The US market is less aware of the Lonely Planet brand and we’ve got some plans in place on how we can address that. It’s great for me that the licensing element is being included as part of that because it’s about every touch point of the brand. There’ll be traditional merchandising, plus slightly more innovative licensing, too.” PLANET EARTH Likely to be a major brand in 2009, especially with Disney releasing Earth: The Movie in the US to coincide with Earth Day. TOP GEAR While there has already been some merchandise and licensing activity around Top Gear – including a very successful live show – 2009 could see it really take off. With the continued success of the show and the magazine (it is the UK’s biggest selling ‘motoring’ magazine and has 24 licensed editions), BBCW is looking to extend its reach in licensing from products targeting adults to those for boys and families. There are currently 11 licensees – including Wow Stuff – with other deals and proposals pending. STRICTLY COME DANCING/DANCING WITH THE STARS This powerhouse show has reached the top ten in 17 out of a possible 25 countries and was seen by 72 million people in 2007. It is the number one entertainment show in the UK and Australia and number two in the US. BBCW is in the process of putting together a style guide and is talking to a number of potential licensees. 3RD AND BIRD Created by Little Airplane, BBCW is confident the show is perfect for the pre-school audience. “Every step of the way, they [Little Airplane] consulted their audience to carefully hone the programme, so what they end up with

FEBRUARY 2009

they know is going to be hugely appealing and engaging and great fun. We’re very excited for all the licensing elements.” IN THE NIGHT GARDEN Ross Russell says that the real challenge for this phenomenally successful pre-school show now is international, while keeping its popularity steady in the UK. The show is already enjoying huge success in Australia, Canada, South Africa, Spain and France and BBCW is actively looking at other European territories. ITNG has currently been sold to 29 countries. “We’re looking to make it a genuine evergreen favourite among pre-schoolers and parents, and replicate that around the world.” TELETUBBIES “We’re reviewing Teletubbies and where it fits in our portfolio and what it means to people,” admits Ross Russell. “We’ve got more than enough evidence to demonstrate that this is a really strong brand and will survive in the market. We’ve now got to reinvigorate it at retail and reinvigorate it with the licensees, so that’s the real challenge for Teletubbies. But it still does us very good business, more so outside of the UK these days, but it’s still a very big brand.” Two Play and Learning centres have recently opened in China, for example, and there are plans to open more. CHARLIE & LOLA A strong brand in the UK, Charlie & Lola is another property which has a big opportunity in the US market. “The groundswell is absolutely there and it’s time for us to work more closely with our licensing partners, start looking for new licensees, getting it out there and extending the range so that people can find it wherever they expect to find it,” Ross Russell explains. PRIMEVAL BBCW now has ten licensees in place for the Impossible Pictures series, which airs on ITV. Character Options launched its second action figure range last January to tie in with the second series of the show, and a new wave of five-inch figures are due to coincide with the third season (starting in the spring). Other new lines launching in spring/summer include greetings cards, clocks and watches, lunchware, apparel, nightwear and underwear, as well as further publishing initiatives.

FROM TOP: The new Doctor Who Time Squad line, In The Night Garden, Primeval, Top Gear

Leading the Way in Preschool Entertainment for

YEARS

ÂŠ 2009 HIT Entertainment Limited.

www.hitentertainment.com

The

Little Star

with

Big Dreams

Pirouettes into Exciting

New Formats

ÂŠ 2009 HIT Entertainment Limited. Devised and created by Katharine Holabird and Helen Craig.

www.angelinaballerina.com For licensing sales contact licensing@hitentertainment.com

Brand

New CGI

TV Series Debuts Autumn

2009

New

Original Ballet Debuts March 2009 with English National Ballet Consumer Products licensees sought now!

ÂŠ 2009 Rainbow Magic Limited. A HIT Entertainment Company.

www.rainbowmagic.co.uk www.angelinaballerina.com For licensing sales contact licensing@hitentertainment.com

Unlock the

Magic Within with

Rainbow Magic: Over 20 Million books Sold!

Consumer Products licensees sought now!

Building on 10 Years of Global Success with

Bold New CGI Look!

ÂŠ 2009 HIT Entertainment Limited & Keith Chapman. Produced by HOT Animation Ltd, for HIT Entertainment Limited.

www.bobthebuilder.com For licensing sales contact licensing@hitentertainment.com

Fireman Sam

sizzles on Screen:

See New CGI on Cartoonito from February

ÂŠ 2009 Prism Art & Design.

www.ďŹ remansam.co.uk For licensing sales contact licensing@hitentertainment.com

No.1

Preschool License Since 2000 Comes to Life in New

CGI Format!*

ÂŠ 2009 Gullane (Thomas) Limited. A HIT Entertainment Company.

www.thomasandfriends.com For licensing sales contact licensing@hitentertainment.com

*Source: NPD Group.

LICENSING 2009 PREVIEW

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The 2009 hot list A good mix of new properties and brand extensions on existing licences are waiting in the wings as we move into the New Year. Samantha Loveday runs through what we can expect from some of the major licensors and agencies in the first six months of 2009…

DISNEY CONSUMER PRODUCTS DISNEY will be focusing on a mix of established favourites and new properties throughout 2009. New toy lines are being added to the existing Little Einsteins range, which the firm says has been performing well at retail. These will include basic plush from Disney Direct, as well as a collection of wooden toys and puzzles from Global Brand Factory (Eichorn). Two Disney V-Motion Learning Games are launching in spring/summer 2009 for the VMotion Active Learning System from Vtech. This is aimed at preschoolers and allows them to play using a motion-activated, intuitive wireless controller. The two games launching are Wall-E, which teaches number order, shape matching, sorting and following directions, and Mickey Mouse Clubhouse which aims to teach letters, numbers, shapes, music,

020 8222 1000

counting, colours and singing. Moving on, and the beginning of the year sees the launch of a brand new toy range for Bolt, the animated movie from Walt Disney Animation Studios opening in cinemas on February 19th. Vivid will be distributing basic plush and there will also be play-sets, figurines and feature plush from Flair. These include the Animal Rescue Play-set, Trailer Play-set, talking plush Super Bark Bolt – which has three different Super Barks – and the plush Super Hero Bolt, which has laser eyes, leaping action, sonic bark and wagging tail. Finally, the first half of 2009 will also see a toy line launching for GForce, an original new comedyadventure from Walt Disney Pictures and Jerry Bruckheimer Films. Distributed by Smoby, the range will include action figures, play-sets and role-play items.

G-Force (right) is an original new comedy adventure from Walt Disney Pictures and Jerry Bruckheimer Films.

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LICENSING 2009 PREVIEW JETIX CONSUMER PRODUCTS

THREE properties will be the focus for JCP in the first half of 2009. With the new animated series Jimmy Two Shoes and Kids vs Kat â&#x20AC;&#x201C; for which JCP holds home video and consumer product rights in EMEA â&#x20AC;&#x201C; starting to roll out across Europe in the summer, JCP will be previewing the shows at Toy Fair. Both properties have strong licensing potential: the firm believes Jimmy Two Shoes will lend itself particularly to toy lines, while Kid vs Kat has the potential for gadgets and design-led categories such as bags, apparel and stationery. JCP will be gradually building up the promotion of both shows, with the intention being to host a full presentation at Licensing International in June. Meanwhile, Monster Buster Club has already started to air across Europe on

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Jetix and the licensing programme is beginning to take off, with JCP aiming to appoint a toy partner shortly. JCP has also just launched its partnership with The Really Useful

Group. The focus for 2009 will be to secure plush partners and to develop a programme for outdoor toys. Jetix Consumer Products will be managing non-theatre merchandising

TV-LOONLAND TV-LOONLAND will be continuing to build on the success it has enjoyed with Little Princess, as well as bolstering the licensing programmes for Pat & Stan and The Owl. With 350 shorts now available, CGI animation Pat & Stan is attracting some keen interest from digital platforms. A new 39x7-minute series is in production and will be launching in more than 85 countries in 2009. Licensing deals are currently being negotiated in a wide variety of categories including toys, mobile phone accessories, apparel and video games. Meanwhile, following the launch of the toy line from Martin Yaffe, the Little Princess spring/summer collection is being readied. New to the plush range are four themed beanies, which include the Little Princess in a nurse's uniform, pirate outfit and rain coat as well as her usual dress. A set of three beanies featuring Gilbert, Little Princess and Scruff will also be available. A Little Princess Greenhouse Play House, based on the greenhouse in the show, is also due to roll out; it will come with accessories including plant pots, tools and a watering can.

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for musicals such as Evita, Cats, Joseph and the Amazing Technicolor Dreamcoat and Starlight Express across all European territories, Israel and the Middle East.

+49 (0) 89 20508 122

Licensing deals are also underway with DanJam for wooden toys and Club Rugs. Other key categories will focus on the greetings and occasions markets.

Finally, The Owl is gaining good exposure on both the flagship kids' block on BBC2 and the CBBC Channel. The 52x1-minute silent shorts have

been sold to over 190 territories and a plush line from Vivid has been launched in the UK and France, with Italy and Spain due to follow this year.

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MATTEL BRANDS

BARBIE 2009 is a landmark year for Barbie, with the toy icon celebrating its 50th anniversary. For the first time in the UK, the brand will be launching an adult programme which will aim to capitalise on the nostalgia and heritage of the brand. The programme will include major alliances with top fashion retailers, cosmetics, luxury confectionery, gifts and collector coffee table books. Activity kicks off in March. Meanwhile, the core Barbie licensing push continues to build momentum with an ever-expanding line of product and new movies for 2009. With over 40 million DVDs sold, Barbie is certainly established as an entertainment brand, with the spring movie being Thumbelina. The Three Musketeers follows in the autumn. Publishing continues strongly, with the Barbie comic from Egmont still one of the most popular girls titles. Egmont has also enjoyed success with the launch of the Barbie story library; the collection has seen an 84 per cent sales increase with more new titles being launched throughout 2009. HOT WHEELS One of the leading toy brands for boys, Hot Wheels is moving into licensed

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apparel and sporting goods for the first time. Mattel will be introducing an extensive licensing drive for the property this year, targeting four to eight year-old boys. The firm claims that the programme will use innovative design to bring the brand to life, from BMX bicycles to skateboards. Clothing has already launched into Asda, with a full range of exclusive items due later this year. FISHER-PRICE With the recent launch of its Babygear range, Fisher-Price is becoming a growing force in the nursery sector, and now the brand is looking to make inroads into new key segments this year in both the toy and nursery areas. ‘Summer Fun with Fisher-Price’ is a major brand initiative in the outdoor and sporting goods category hitting retail, press and TV in spring. The firm has worked together with Martin Yaffe on a new roto-moulded line which includes the Farmyard Play-set, inspired by the world of the Little People. Children aged two and over can slide and climb, ride on the rocking horse, collect eggs from the chicken coup and plant and water their own flowers and vegetables. The range will be extended in late spring with a second playhouse

with a Little People theme, while Martin Yaffe is already developing new items for spring 2010. The Fisher-Price wheels range, meanwhile, includes scooters and trikes which are built with heavy duty tubular steel frames, robust rubberised wheel treads and ‘grow with me’ features to extend the life of the products from toddler through to pre-school. The 2009 launch range includes four items, which will grow into an eightproduct line by autumn/winter. The programme is complemented by the Moose Mountain Fisher-Price ride-on range for indoor and outdoor use, which will see some expanded play

features in the 2009 line. The Little People inspired Circus Train Play-set Ride-on, for example, has four removable figures and two attachable train cars. The global partnership with Toyquest in the inflatables sector first launched in the US last year and has been a strong success. The line – which includes constant air bouncers, ballpits, sprinkler playmats, pools, bubble play and water sprayers – will launch in Europe this spring. The Fisher-Price licensing team is working with retail partners around Europe on a wide range of promotional activities planned throughout the year.

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ITV GLOBAL ENTERTAINMENT

020 7157 6189

2008 saw a number of changes at Granada Ventures, not least the switch of name to ITV Global Entertainment. After a triumphant unveiling of the newlook firm at Brand Licensing Europe in October, the team is now heading into 2009 with a new vigour. In terms of the toy sector, Bella Sara is still one of its main focuses. The licensing programme is building strongly across Europe with new deals being signed in key territories across numerous product categories such as magazines, apparel, accessories, back to school, stationery, confectionery, gifting, stickers and posters. Outside of the UK, Anita Van Esch at Active Licensing has been busy inking deals in Germany, Austria and Switzerland. Bella Sara board games and puzzles will be produced by Schmidt Spiele, with products rolling out in Q1. Cookie Company apparel and accessories are planned; Kaufmann Neuheiten will produce a variety of Bella Sara products including backpacks, trolleys, wallets, car accessories, bedding, storage boxes/bins, breakfast sets and school sets; Ravensburger will create a line of arts and crafts items; while Ehapa plans to launch a Bella Sara magazine in the summer. The first products will be promoted at selected retailers. New licensing agents for Bella Sara are now being signed in Spain, Portugal and France.

ROCKET LICENSING THE DANGEROUS Book for Boys toys and games range is selling well at retail, driven by the appeal of the book, the Five TV series and a major promotion with Burger King. The line up includes magic tricks, card tricks, illusions and sleight of hand kits from University Games, Science Discovery Kits from Interplay, a board game themed around activities and challenges from Hasbro and jigsaws from Susan Prescott Games. There is also an exclusive toy and gift licence with Marks & Spencer covering a range of items inspired by the book. These include a paper folding kit, playing cards, juggling balls, build-your-own periscope and sailing boat kits. Rocket is also representing the official Dangerous Book for Boys sister book â&#x20AC;&#x201C; The Daring Book for Girls â&#x20AC;&#x201C; and is expecting licensing activity to grow throughout 2009. Elsewhere, Rocket is also focusing on building the programme for the new Fame movie, which will be released in September. The movie is co-produced by MGM and LA-based Lakeshore Entertainment and will be distributed by Entertainment Films. Rocket has already signed several licensees in key categories and is in discussions with a number of firms about a range of toys aimed at tweens based around dance and music.

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020 7207 6241

Rocket is in discussions with a number of firms for Fame toys for tweens to be based around dance and music.

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WARNER BROS CONSUMER PRODUCTS

HARRY POTTER The biggest film franchise in history, Harry Potter and the Half-Blood Prince finally arrives in July after being moved from its original November 2008 slot. According to Movietickets.com, the sixth outing in the series is one of the most highly anticipated films of 2009 – and there’s still more to come, with WBCP beginning to build up to the finale, and the two-part release of Harry Potter and the Deathly Hallows, in 2010 and 2011, plus the respective DVD releases. The arrival of The Half-Blood Prince will signal the start of a number of global-scale events running over the next four years. The style guide for the film will offer the most robust artwork programme that WBCP has ever had for a movie

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020 7984 6100

The arrival of Harry Potter and the HalfBlood Prince will signal the start of a number of global-scale events running over the next four years. and has inspired a strong supporting licensing programme. A video game will arrive in the summer, along with DeAgostini’s Harry Potter Figurine Partworks collection throughout Europe, Latin America and Asia. Re:creation continues as the distributor and Popco as the manufacturer of Harry Potter toys, games and collectables, Hasbro will be launching Harry Potter Cluedo across EMEA, while Logo’s range of eye

glasses is aiming to continue its success in France. Outside of the movies, WBCP is aiming to build the brand into a true evergreen entertainment property. A key part of this will be Harry Potter: The Exhibition, a touring exhibition which will appear in ten or more major cities around the world over a five-year period, opening this spring. Also planned is The Wizarding World of Harry Potter, a ‘theme park within a theme

park’ which opens at Universal Orlando Resort, Florida in 2010. BATMAN Officially the most successful super hero movie of all time, The Dark Knight has given WBCP a terrific level of momentum for the Batman brand and the accompanying licensing drive. The Dark Knight set a new record at the box office in its opening weekend last year, and since then has gone on to become the second movie in Hollywood history to top $530 million at the US domestic box office, bringing in a total worldwide box office of $997 million to date (Source: Boxofficemojo.com). Keen to introduce as many demographics as possible to the brand, this year will see the arrival of The Brave and The Bold, aimed at capturing

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The findings from the ‘Scooby makes scary fun’ research will be implemented from this year, while new Batman animation - The Brave and the Bold - will arrive

those four to seven year-old boys, and with Mattel already on board as master toy licensee the programme has got off to a strong start. There are 26 episodes currently in production, and in each Batman teams up with other DC super heroes to fight the villains. “Batman is a truly contemporary hero,” says Bruno Schwobthaler, senior VP sales and business development at WBCP, Europe, Middle East and Africa. “His appeal lies in the fact that whilst he has an amazing heritage, he can and does evolve with time.” SCOOBY-DOO A truly evergreen brand, 2009 will see WBCP and its key partners implementing its findings from its ‘Scooby makes scary fun’ research. Character Options is also planning a number of new products including the Mystery Mates Figure Packs, Mine Car Mayhem Stunt Set, Sleuth Play-set and Glow in the Dark Stretch Scooby, all of which will be supported by TV advertising. A full slate of DVD releases will include two brand new direct-to-DVD specials, one of which – The Beginning – will be a live action format which answers some of the basic questions on how the gang originally came together. Additionally, there are also plans for a video game in autumn/winter, while Crocs will be releasing a Scooby-Doo shoe in February and DNC will have new housewares. Scooby-Doo and The Pirate Ghost: Live on Stage will tour 36 venues in the UK and Ireland from February through to October. Supported by a £1 million marketing campaign, official media partners are Boomerang and GMTV, while licensees on board include Character, Panini, Penguin, Swatch and Alligator Books to name just a few. During its eight-month stint, some 300,000 people are expected to see the show.

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LICENSING 2009 PREVIEW BBC WORLDWIDE

THE GROWTH of In The Night Garden is showing no signs of slowing, with the brand getting a major presence across a range of licensees at Toy Fair. New to launch at this year’s show is the ITNG Crayola arts and crafts range from Vivid Imaginations and nursery toys from Golden Bear. In addition, the brand dominates the outdoor play market with furniture, wooden toys and other play items from Martin Yaffe/Danjam, plus other outdoor lines and play tents from Worlds Apart. Master toy licensee Hasbro is set to exhibit its large Ninky Nonk, Sleepytime Igglepiggle, Dressy Upsy Daisy, Switch a Story and On the Go World playmat toys, while Ravensburger will show off puzzles and Flair will present its branded range of arts, crafts and games. Although not exhibiting as a company until Spring Fair, BBC Worldwide will be present at Toy Fair to support all of its partners right from Hasbro down to smaller licensees like Minichamps. Continuing in the pre-school sector, new to the Teletubbies stable is Jumbo, which will showcase its fresh line of

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puzzles. Meanwhile, Charlie & Lola is aiming to branch out of the niche market and move into new plush and wooden toys from master toy partner Golden Bear, alongside puzzles from Ravensburger. Moving on, and Doctor Who is still high on wish lists, with Character Options lining up some ‘collect and build’ figures, Time Squad collectible figures, further classic figures and the Doctor’s Book of Impossible Things. Doctor Who games are also a well covered category with a new DVD game from Screenlife just rolling out, joining Winning Moves’ Top Trumps, as well as Flair’s Uno and Etch a Sketch games. Alongside Doctor Who, Character Group will also be presenting its extended Primeval toy range. Finally, Top Gear will be branching out with a host of products aimed at dads and lads. These will include a board game from Imagination Games, Top Trumps from Winning Moves and Minichamps’ die-cast models, which will be exhibited on distributor Amerang’s stand at Toy Fair.

The Time Squad collectables are the latest brand extension for Doctor Who

Launching at Toy Fair will be the In The Night Garden Crayola arts and crafts range from Vivid and nursery toys from Golden Bear. FEBRUARY 2009

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LICENSING 2009 PREVIEW

HIT ENTERTAINMENT

BOB THE BUILDER “MANKIND will always be constructing, building things, improving, renovating and developing. Bob can move with the times. He will never date,” explains Keith Chapman, the creator of the character. And Chapman’s certainly well on the way to being proved right. Bob – voted the second most popular children’s character in the UK by readers of The Times – is set to celebrate its tenth anniversary this year. Year-long celebrations will take in an all-new CGI television series, new programming formats and specials from the popular Bob On Site series produced at Hot Animation, plus the second year launch of Project: Renovate with partner Knauf Insulation. The celebrations kicked off at Brand Licensing Europe with a themed yellow builder’s hat party and the unveiling of a special commemorative logo. After a successful debut year, Project: Renovate 2009 launches this month. This is a grass roots initiative offering nurseries across the UK the chance to win a £15,000 energy efficiency make-over. It aims to educate nursery age children about the environment in a fun and interactive way, using Bob’s motto to ‘reduce, reuse and recycle’. Meanwhile, Bob On Site: Skyscrapers launches in April, marking the third

FEBRUARY 2009

020 7554 2500

instalment in the new series of home entertainment releases from Hot Animation Studios. The fourth, Project Green, is set for release in June, just ahead of the new single from the character’s album, Never Mind the Breezeblocks. In addition, Bob the Builder in 4D: Bob the Builder and the Rollercoaster, the first Bob movie in 4D, opens at Legoland Windsor in March, before going on tour at Legoland Parks in Denmark and Germany throughout 2009. Completing the anniversary year celebrations, Spud’s Big Mess, the successful global live show which has sold over 60,000 tickets in Europe, heads back to the UK and will tour across the country throughout 2010. In terms of toys, UK master toy licensee Martin Yaffe will be launching Eco-machines, an all-new range of ecofriendly vehicles across the various character lines. The collection is due in the summer. “We have been working hard with Hit since the beginning of Bob the Builder and the commitment and quality of the programming and of our products means that Bob continues to be one of the top pre-school characters in the UK,” comments Peter Hatton, director of toys for Martin Yaffe. “We look forward to celebrating Bob’s tenth anniversary with new products

including Dancing Bob and we hope to continue our relationship with HIT for many years to come.” Jon Owen, vice president of consumer products EMEA at HIT, adds: “As we head into the tenth anniversary year for Bob the Builder in 2009, we have an exciting year ahead and tremendous support from our licensing partners with almost 60 licensees across all categories.

“We believe that with the support of licensees and the continued parental endorsement that Bob receives, it is going to be a bumper year for Bob. “Despite market conditions, Bob has continued to grow steadily and has cemented his position as a classic, evergreen brand. With its timeless appeal and positive play patterns, Bob will continue on successfully for another ten years and more.”

LICENSING 2009 PREVIEW

THOMAS & FRIENDS RECENTLY voted the most popular children’s character by readers of The Times and ranked the number one pre-school licensed property in the UK (source: NPD), Thomas & Friends is set for another bumper year in 2009. The little blue engine will be showcasing new programming and production updates, as well as debuting an all-new CGI animated series featuring new characters and storylines, plus celebrating the first anniversary of Thomas Land at Drayton Manor Theme Park. And all of this will be gearing up to the key 65th birthday milestone in 2010. “Thomas & Friends is inherently loved by children and parents alike,” says Peter Byrne, EVP of consumer products international at HIT. “Thomas brings families together and encourages positive play patterns. And, like the tracks of a train, Thomas helps children to connect with their parents, grandparents and their surroundings.” The show is now broadcast in 185 territories and in 45 languages. There are over 100 licensees in the UK across all categories and Thomas generates $1.6 billion at retail annually. CGI Thomas will also be launching in France on

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free TV, as well as in China for the first time ever, and HIT is hopeful of further success. “Keeping Thomas & Friends fresh and relevant to its young audience generation after generation is both a responsibility and a significant undertaking,” Byrne continues. “We have moved Thomas into CGI animation in order to enhance the movement in the characters, particularly the human characters, so that expressions are more easily read and understood by young children. We have also created exciting new storylines that expand Thomas’ world into new destinations keeping our audience connected to its central character, Thomas.” Looking into 2009, and the first birthday of Thomas Land in March will be a major occasion. Visitors to Drayton Manor are up 40 per cent year on year and the park reached its millionth visitor in just eight months after opening Thomas Land, well ahead of its initial expectations. In addition, Thomas & Friends: The Great Discovery – the 60-minute DVD special – was a storming seller over last Christmas, reaching over 100,000 units sold to date. The DVD will roll out across Europe this year.

Keeping Thomas & Friends fresh and relevant to its young audience generation after generation is both a responsibility and a significant undertaking. FEBRUARY 2009

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LICENSING 2009 PREVIEW TURNER ENTERPRISES

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TURNER Broadcasting has repositioned the licensing arm of its business across EMEA, renaming Cartoon Network Enterprises as Turner Enterprises. The move reflects the expansion of Turner Enterprise’s remit, to include Turner Broadcasting’s adult entertainment brands, CNN, Adult Swim and Turner Classic Movies. These will sit alongside its existing successful kids’ portfolio which includes Cartoon Network, Boomerang and Cartoonito. Turner Enterprises will continue to build consumer product franchises for CN shows such as Ben 10 and The Powerpuff Girls, as well as act as licensing agent for third parties like Nelvana’s Bakugan. February sees the launch of Alien Force, the next chapter in the Ben 10 franchise. Bandai is due to release its new toy range and D3 its interactive game to coincide with the series launch in the UK. Existing licensees will start the transition to Alien Force in the summer. Meanwhile, the hype keeps building for Bakugan. The toy line will underpin a substantial licensing programme covering key categories. Turner Enterprises has already signed 20 Bakugan deals across EMEA. Finally, The Secret Saturdays boasts Mattel as the master toy partner and its product range will act as the cornerstone at retail for a much wider licensing push.

THE LICENSING COMPANY - ENTERTAINMENT DIVISION

020 7368 4323 BRATZ will be a highlight for TLC this year. The firm is confident that previews have indicated that the forthcoming Bratz collections hit the right notes and will continue to be a fashion hit with girls. Meanwhile, The Clone Wars licensing programme will be hitting its stride in 2009, following up on the film, TV series, DVD and game launches last year. TLC has licensed a vast variety of Clone Wars toys, which go beyond the usual action figures. Monsters vs Aliens is Dreamworks’ 3D animated film release for Easter 2009 and TLC will be working with master toy licensee Vivid Imaginations. Finally, 2008 was TLC’s best year yet for LazyTown and this year will see further developments for the brand. In addition to the BBC and Nick Jr continuing their broadcast of the show, there’s a co-production with the BBC of LazyTown Extra and a nine-month tour of a live show, LazyTown The Pirate Adventure. Martin Yaffe also becomes the master toy licensee (see page 130). “We are very excited, despite the economic situation, about what 2009 looks like and we’re not standing still at all,” enthuses Lisa Shapiro, MD of the Entertainment Division. “We’re working very closely with all our partners to continue to develop fantastic licensing and promotions programmes across our portfolio.”

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LICENSING 2009 PREVIEW

START LICENSING IT’S looking to be another busy year for Start, with its varied portfolio including Gladiators, Bang on the Door, Hana’s Helpline and Big & Small among others. The second series of Gladiators is due to kick off in early 2009, backed by the arrival of Character’s toy line of action figures, play-sets and accessories. Underground Toys and Grossman are also part of the toy programme. At the studio filming, Product Network will be selling a range of merchandise, including the foam fingers, while Character’s line will also be pushed, giving core fans an early peak at what to expect. Gladiators has also linked with the Teenage Cancer Trust and the Big Badge Company to create a range of fund raising merchandise. Fellow Sky One stablemates, Brainiac and Are You Smarter Than a 10 Year-Old?, also have solid plans for 2009 within the licensing arena. The Beano and The Dandy are firmly established within the licensing business. Boots launched a line of Beano gift products targeting men in the run up to Christmas. Bananaman is beginning to push into the licensing arena, with dress-

ENTERTAINMENT RIGHTS

020 8337 7958

up firm Smiffy’s enjoying success with the character. The firm has also signed up to develop Desperate Dan dress-up. A key new launch for Bang on the Door is

Fabric Animals stationery by Blueprint in WH Smith. The range is a refreshed look for the classic BOTD animals including elephant, hippo and penguin. Start will also continue to work with Hana’s Helpline – the toy line from Golden Bear has been selling well – while the firm is also working with The

National Gallery Company to develop its licensing activities further. New licensees include Gibson’s Games for jigsaw puzzles, The Greetings Factory for cards and King & McGaw for prints. Pre-school property Big & Small has also got off to a strong start, with a number of deals completed to date.

020 8762 6200 POSTMAN PAT Special Delivery Service master toy licensee, Character Options, is due to roll out a range of over 25 products including track systems, locations, play-sets and plush in the first quarter. The launch of the range will be supported by a major national TV ad campaign. Over 30 licensees are developing merchandise, spanning publishing, apparel and home furnishings to deliver a full cross category range of SDS products for release from this year. Partners include Egmont (publishing), Universal Cycles (bikes, trikes, scooters and accessory packs), Zap (bedding), Hall & Associates (health and beauty) and Brecrest (babywear). A second SDS DVD will roll out in March, following on from the success of A Brand New Mission last November. Meanwhile, Guess with Jess is a new CG animated series due to air on Cbeebies from quarter four this year and is sparking a lot of interest among the UK licensing community, according to ER. Fisher-Price is on board as master toy licensee, with product development underway and due to hit retail from spring 2010. Publishing partners include Egmont, BBC Magazines and Redan. Other licensees currently on board include Jumbo (puzzles), H&A (toiletries), Aykroyds (nightwear and underwear) and Misirli (socks).

FEBRUARY 2009

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LICENSING 2009 PREVIEW 4KIDS ENTERTAINMENT

4KIDS starts the year off with the UK launch of the Dinosaur King toy line from Vivid. The range includes figures, spinning battle dinosaurs, play-sets, role-play and games. They will join trading cards from Upper Deck and Sega’s Nintendo DS game. Some of the new toys interact directly with the trading cards,

020 7297 5980

including the Dinosaur King Card Holder, which enables kids to swipe their cards and hear real noises from the show, as well as store and dispense their cards. The toy line will be supported with a 520 TVR campaign from February. “2009 is going to be a significant year in the toy sector for our brands,”

says Sandra Vauthier-Cellier, MD of 4Kids Entertainment. “Our two trading card games go from strength to strength: Yu Gi Oh 5Ds is the next chapter in the hugely successful Yu Gi Oh franchise and Chaotic made its debut in the UK in October – both will take hold in the UK and begin their European roll out in 2009.

RDF KIDS YO GABBA Gabba had its national launch at retail in January. The programme is currently showing in the UK on Nick Jr every day since its launch last February and is already established in the top ten pre-school shows, with a further 20 episodes planned to air for spring 2009. In addition, Yo Gabba Gabba has now broken all the records in Australia to make it the number one pre-school show, while at retail in the US it has been the number one new and fastest growing property across major retailers. Spin Master will be launching its range in spring with a collection of plush characters and vehicles. Plush will be available as six-inch bean bags (£5.99) or 11-inch Songs and Sounds (£17.99) which play three character voices and signature tune song. Meanwhile, Silly Heads(£9.99) have ‘wiggly jiggly’ songs and action feature. In addition, each collectable PVC character with vehicle comes with a distinctive carriage which can be hitched together with Plex’s buggy to make the ‘Gabba’ train. One of the main features of Yo Gabba Gabba

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“There is also much deserved anticipation about the line of action figures and toys licensed from the RAF, Army and Royal Navy by Character Options. There is a great opening in the market for these – and it will be a timely launch on May 8th, the anniversary of VE Day,” Vauthier-Cellier continues.

020 7013 4400

is the interactive dancing and music, which the Groovin Guitar will be looking to capture. The whammy bar encourages kids to strum along to any of the five character songs, plus ‘jam’ with the whole gang. The collection will be

extended in the autumn with the addition of a number of entry priced puzzles and games, musical instruments and the Dancing Brobie. The 14-inch interactive toy works its way through a series of songs and dances, while waving its arms in time to the music. Dancing Brobee will also be the star of autumn TV advertising.

Spin Master is readying Yo Gabba Gabba plush characters and vehicles. FEBRUARY 2009

LICENSING 2009 PREVIEW 20TH CENTURY FOX LICENSING & MERCHANDISING FOX’S film slate is looking pretty healthy for 2009, with Ice Age 3: Dawn of the Dinosaurs being the major draw. The movie goes on worldwide release from July 1st and is looking to continue the success of a franchise which already has a combined box office of more than $1.2 billion, together with over 60 million DVD units sold worldwide for the first two film outings. Over 40 European licensees have been signed across all key categories. In terms of toys, in the UK, Posh Paws holds the master plush licence with a range of eightinch beanies, ten and 14-inch plush featuring key characters and the introduction of Buck and The Dinosaurs. The line also includes three feature plush; two Scrat designs with the acorn action element, and a talking Sid. Elsewhere, Ravensburger has developed a selection of board games and puzzles, while Winning Moves has a Top Trumps card game. Also in Fox’s film slate, the live action adaptation of the 1980’s Japanese Manga Dragonball franchise will arrive in April. Worldwide toy licensee Bandai is already signed up, with a video game partner to be announced shortly. Moving on, and evergreen favourite The Simpsons will be launching into a number of new key toy categories. Mattel has 20Q and a Scene It DVD board game scheduled, Halsall has extended its remote control line with a new Bart Skate

CHAPMAN ENTERTAINMENT CHAPMAN will continue to push its main brands – Fifi and the Flowertots and Roary the Racing Car – throughout 2009, with a number of new products due to roll out. Vivid will be launching a variety of new toy lines for Roary. These will include Push Along Cars (£3.99), featuring Plugger, Roary, Drifter, Tin Top and Cici; die-cast cars with launchers (£4.99); Talking Friction Cars, including five sounds and phrases (£9.99); Turbo Talking Roary (£19.99); Bath Squirters (£2.99); Musical TV (£8.99); and Roary Bubble Racer (£19.99). Meanwhile, Fifi and the Flowertots continues to go from strength to strength and this year will see the girl brand boosted even further. New products in the toy category will include Party Time Tots (£5.99); Huggable Princess Fifi (£9.99); Ring O Roses Fifi (£14.99), which allows children to sing along with the character; Fifi Chatter Phone (£7.99); Fifi and Poppy Squeezy Squirters (£3.99); Water World Fifi (£9.99) including a boat water pourer that is also a secret water squirter; and Picnic Party (£14.99) including a talking teapot and magic milk jug.

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and two mini remote controls of Bart and Homer; Winning Moves is planning a new Top Trumps edition; Ravensburger has a new Puzzle Ball; while Tradewinds has boys bikes. In addition, licensees are currently being sought for the new Ladies of Springfield programme which will mainly focus on Marge, Lisa and Maggie, as well as other key female characters such as Patty and Selma. The first toys and games are likely to launch in 2010.

0870 403 0556 Both Roary and Fifi will see new additions in the toy category through 2009

FEBRUARY 2009

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LICENSING 2009 PREVIEW CPLG

HASBRO is the new worldwide master toy licensee for Care Bears and Strawberry Shortcake. Kenner, which became part of Hasbro, was the original toy partner for both brands when they first launched in the 1980s, and both properties are still popular today. The Strawberry Shortcake characters, and the world they inhabit, are being given a new look, with a fresh line of strawberry-scented toys due to hit shelves in the autumn. A TV series and additional DVDs are also in production. The new Care Bears toy line, arriving in Q3, will be part of Hasbro’s Playskool brand and will feature designs inspired by the animated series Care Bears: Adventures in Care-A-Lot. A new CG movie and DVDs are also planned.

020 8563 6400

Meanwhile, JJ Abrams’ Star Trek is shaping up to be one of the most talked about films of 2009. The toy line, to be distributed in the UK by Vivid, will target four to 11 year olds, as well as collectors of all ages, and will feature a detailed line of action figures, play-sets, vehicles and role play items. Vivid is also still enjoying healthy sales for its WWE tours, with increased marketing activity around the UK tours. Mattel has been appointed as the new worldwide master toy licensee from January 2010. Re:creation has enjoyed major success with its Horrid Henry line. As a result, it is planning to extend the range, launching new five-inch action figures and play-sets in 2009.

FREMANTLEMEDIA ENTERPRISES FREMANTLE Media Enterprises is continuing its partnership with Konami Digital Entertainment, launching Karaoke Revolution Presents: American Idol Encore 2 for Microsoft’s Xbox 260, Sony’s PlayStation 3 and Nintendo’s Wii console. Featuring 40 all new songs, including hits performed on the show, and several unique modes of play, the title enables players to sing and perform through a full season of competition to claim the title of American Idol. Contestants are challenged to put on their best performance as they face digital versions of the judges – Simon Cowell, Paula Abdul and Randy Jackson – who will critique their performances. Characters can be customised with different clothing, hairstyles and accessories, as each bids to attract the attention of the judges and the audience. “Karaoke Revolution Presents: American Idol Encore 2 offers American Idol devotees yet another opportunity to enjoy the hit series all year round,” explains James Ngo, director of consumer products FME, North America. “It is the ideal taster to wet the nation’s appetites until the eighth season of the show airs.” American Idol continues to average more than 30 million viewers per episode. Indeed, the finale of season seven claimed 31.7 million viewers.

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American Idol continues to average more than 30 million viewers per episode. Indeed, the finale to season seven claimed 31.7 million. FEBRUARY 2009

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LICENSING 2009 PREVIEW

LAZYTOWN ENTERTAINMENT

+354 590 1700

MARTIN Yaffe will be launching its brand new expanded range of LazyTown products at Toy Fair later this month. While already an existing licensee for outdoor products, this range marks the start of a new agreement for the toy company with LazyTown Entertainment for a multi-territory licence. Martin Yaffe will be developing a line which includes moulded plastic items, wheeled toys and bicycles among others. All of the toys will be designed in the UK by the Yaffe design team and approved by LazyTown founder Magnus Scheving. Building on the show’s 50/50 gender split, Yaffe will produce two lines – one pink and one blue – under the Born to Play brand. “We want to create fun toys that inspire kids to be active and move,” says Scheving. “Yaffe shared our enthusiasm to move children and their families. We are very excited about this partnership.” Ronnie Yaffe, international MD at Martin Yaffe, adds: “I am delighted about the expansion of our LazyTown range. Developing products that encourage outdoor play and help children to keep active is an absolute pleasure. I look forward to building upon what has already been a very successful and mutually beneficial relationship.”

BKN NEW MEDIA THE firm will continue to push Dork Hunters from Outer Space in 2009, with master toy licensee Character Options having rolled out product in January. The toy collection consists of ten skus, seven action figures, a vehicle, plush and an accessory. A programme of retailer initiatives is also being planned, with the first being scheduled for Easter 2009. A programme of DVD releases will begin in February, while agreements for publishing, trading cards, additional toy lines and apparel are expected to be sealed shortly. Mondo has also come on board, with a deal covering the UK and South Africa to manufacture and distribute Playballs, Space Hoppers and wheeled items. Meanwhile, the toy line for Zorro Generation Z will be rolled out shortly. A broad base of European and South American licensees have been appointed covering product categories ranging from board games and jigsaws, through to apparel, luggage, confectionery and stationery.

FEBRUARY 2009

020 7269 8679

SMILEYWORLD

020 7931 0718

Retailer initiatives for Dork Hunters are planned, with the first hitting in time for Easter.

THE BOSS of SmileyWorld, Nicolas Loufrani, is confident that 2009 will be an amazing year for the brand. Among the new agreements is a multi-territory deal with Danish licensee Malte Haaning Plastics for a creative toy line called Hama, plus a worldwide deal with current licensee One O One for toys, including plush. A fresh agreement has also been struck with PMS for plush, pocket money gifts and novelties, with the plush being distributed by its subsidiary Gosh in the UK.

The collection will be launched at Spring Fair. Further plans for 2009 include the hiring of a brand manager for SmileyWorld (in the toy category), while there are also new concepts in the pipeline in the toy sector including plastic, soft (newborn and pre-school), wood, games and interactive play. “We hope that our continuous growth as a lifestyle brand will enable us to generate more interest in the toy industry, which is more and more trend oriented,” states Loufrani.

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LICENSING 2009 PREVIEW

BULLDOG LICENSING

020 8325 5455

BULLDOG Licensing believes it has one of the strongest portfolios in the licensing market. Key focuses for 2009 will be on sentiment brand Little Ewe, which will see the launch of plush from Posh Paws and the roll out of the full gift line, plus Goochicoo, which sees its already healthy licensing programme boosted by the continued success of the Tommee Tippee line and the upcoming launch of apparel from Poetic Gem. Plans will also grow in the toy market through Bulldog’s licence with KissHK on wooden toy product and plush deal with MV Sports. Animation Collective’s TWF will continue to be a major focus. The launch of Sambro’s toys at the end of 2008 was a resounding success and the firm will be developing new lines in 2009, including a higher price point thumb wrestling ring with interactive features, and building on the collectability of the toy wrestling masks. GoGo’s Crazy Bones continues to go from strength to strength across virtually every market sector. 2009 will see the launch of ranges from both MV Sports in plush and Hy-pro for outdoor tents, balls and body boards, while Magic Box will keep building on the success of the core range. Other areas in negotiation are board games and interactive accessories. “In the current economic climate, strong brands are everything,” says MD Rob Corney. “We really expect to take the toy market by storm in 2009.”

CONTENDER MERCHANDISING LICENSING activity for Peppa Pig will continue to be strong, with all 50 of the character’s licensees expanding their product ranges for 2009 and beyond. There will be a limited launch for Character Options’ Princess Peppa lines in spring/summer, expanding for autumn/winter; the existing Peppa Pig Nintendo DS game will be bolstered by the arrival of a Wii version in January; Falcon will roll out a 3D Tumble and Spin Game in spring/summer; and Halsall will be pushing toy prams, pushchairs and accessories, plus a children’s patio set. In addition, there will be another Peppa DVD release – Stars in March – plus a partwork series from DeAgostini

FEBRUARY 2009

020 7907 3797

All Peppa Pig licensees will be expanding their product ranges for 2009 and beyond. launching early in the year. Golden Bear also has a new collection of wooden toys. Awareness of the character will be further increased by a Tommy’s and Peppa Pig Bing Bong challenge on May 14th in nurseries across the UK.

NELVANA THE new Roule Babar toy line from Lansay, Nelvana’s master toy partner for Babar in France, includes a modern mini-vehicle range. Pull back vehicles and removable figurines are the basis of the line, including a Babar truck and a three-level electronic garage equipped with a car wash, a fuel pump and engine shop. Products for 2009 will include an electronic gas station, an electronic train circuit and a transportable garage to complete the Roule Babar line. Also available will be a remote-controlled Babar car and an acrobat electronic plane with a motion detector system, as well as new plush.

+(416) 535 0935

LICENSING 2009 PREVIEW NICKELODEON CONSUMER PRODUCTS UK THERE ARE a number of highlights for Nickelodeon in 2009, with one of the biggest being Spongebob Squarepants celebrating its tenth anniversary, making this year the ‘year of the Sponge’. “We expected an increased range and depth of presence for Spongebob across a number of product lines, including toys, during this time,” says Clare Piggott, vice president of consumer products at Nickelodeon UK. 2009 should also be a big year for Wonder Pets, the photo-puppetry animated series for pre-schoolers about three classroom pets that travel the world working – and singing – together to save young, rare and endangered animals. Wonder Pets will be launching in spring/summer 2009 across the toy category; Fisher Price is the master toy partner for the range, with DVD and books launching at Easter and a roll out of further toy products expected for autumn/winter. “There will be a big PR campaign around the toy launch and we’re also planning great channel support,” says Piggott. iCarly, meanwhile, is another hit Nickelodeon show launching into toys this year. The property has a major US firm as its toy partner – to be confirmed shortly – with a UK distributor handling the roll out for UK retailers. As for its properties long established in the toy market, Nickelodeon has plans to support these while pointing out that their appeal will remain strong. “We will, of course, continue to raise awareness for Go Diego Go with increased product ranges relevant to

CHORION

the toy market,” says Piggott, “and Dora will continue to capture the hearts of pre-school girls with great stand out toy promotions. “Given that all the economic indicators point to a tough trading year, 2009 will see consumers actively looking for aggressive deals which is good news for grocers and discounters. Our strategy is to continue to work closely with all our retail partners be they situated on the High Street or destination specialist

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stores to help all sectors of the marketplace and we ensure we continue to offer promotional mechanics that drive footfall into store. “We have a great range of characters, our ratings are very positive and our 09 retail and channel marketing plans mean we are prepared for the year ahead.”

Spongebob, Wonder Pets and iCarly are all key for Nick UK going forward

020 7061 3800

TEAMING with one of its key master toy partners, Rainbow Designs, Chorion will be showcasing a number of new properties in the first half of 2009 from Peter Rabbit Naturally Better, Flower Fairies and The World of Eric Carle. Rainbow Designs will be launching a new line of Peter Rabbit Naturally Better toys comprising Peter Rabbit linen plush toy, Peter Rabbit plush in a bag, Pull Along Peter Rabbit and comfort toy. Each product is made from 100 per cent natural cotton fabrics and packaged using recycled card and paper. The company will also be previewing its new collectable range of Flower Fairies soft dolls and accessories to complement the existing line of books. Meanwhile, the Hungry Caterpillar and World of Eric Carle ranges will be expanded, in line with the celebrations this year for the 40th anniversary of The Very Hungry Caterpillar storybook. Rainbow will be introducing more developmental toys to its existing collection of soft toys and gifts.

FEBRUARY 2009

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Nuremberg 2009 The Nuremberg Toy Fair promises to be bigger than ever this year and ToyNews has put together your essential guide to the increasingly popular and important event. We feature the exhibitors, brands and products that you wonâ&#x20AC;&#x2122;t want to miss, plus we give you an early preview of what will be causing a stir at the event...

FEBRUARY 2009

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NUREMBURG 2009 SHOW GUIDE FLOORPLAN

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SHOW GUIDE

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Exhibitor

Stand

Adrenaline Brush

Hall 10 C-17

Albion Alloys All in 1 Products

Exhibitor

Stand

H. Grossman

Hall 7 D-69

Hobby Products

Hall 7A D-111, D-117D

Hall 10.1 E-04

Hornby Hobbies

Hall 7 F-30, F-36

Amalgam Distribution

Hall 7 E-60

House of Marbles

Anthony Peters Manufacturing

Hall 9 C-02

Hy-Pro International

Art Meets Matter

Hall 5 B-54, C-57

Hall 12 B-04-3

Hall 10, B-04, C-09 Hall 8 E-18, D-21

IMC

Hall G16 F-12

Infantino UK

Hall 1 C-101

Bigjigs Toys

Hall 11.1 NEC07

Bluw Toys

Hall 12 B-03-2a

Brainstorm

Hall 12 B-03-5

Invicta Education

Hall 12 C-01-6

Brian Clegg

Hall 12 C-01-3

James Galt & Co.

Hall 4 E-51, F-50

Cassidy Brothers Century UK

Intertoy

Hall 5 B-54, C-57

SPIELWARENMESSE

Exhibitor Renart Richard Edward

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Stand Hall 12 C-01-5 Hall 12 A-04, B-03

Ripmax

Hall 7A B-165

RTL Games

Foyer Hall 10.0 12

Rubieâ&#x20AC;&#x2122;s Masquerade

Hall 9 D-57, E-58

Russ Berrie (UK)

Hall 1 F-149

Russimco

Hall 5 D-72

Sambro International

Hall 10 D-24

Schumacher Racing

Hall 7A B-147

Selwood Products

Hall 12 C-04

Kablamm

Hall 6 B-13

Seven Towns

Hall 7A B-135

Keel Toys

Hall 1 A-51

Shesto

Hall 8 E-15 Hall 10 H-12 Hall 7 B-79

Kiddimoto

Hall 3 B-51

Skipper Toys

Hall 2 B-37

Hall 3 A-23

Kit for Kids

Hall 4 A-26

Smiffyâ&#x20AC;&#x2122;s

Hall 9 C-50

Creativity International

Hall 9 B-25

Kitfix Swallow Group

Hall 4 B-88

Sport and Playbase

Hall 12 B-03-9

Danbar International

Hall 6 B-15

Le Toy Van

Hall 3 B-32

Taskmaster

Hall 12 B-03-8

Deans Marine

Hall 7 D-69

Learning Resources

Hall 4 A-05

Teleview Marketing Group

Hall 5 A-57

Dice & Games

Hall 10 J-01

LI-LO Leisure Products

Hall 6 A-39

The Christy Group

Hall 9 A-79

Hall 2 A-20

The Trading House

Hall 4 C-20

Character Options

Hall 5 B-54, C-57

Community Playthings

Direct Eductional Services

Hall 12 A-04, B-03

Lucy Locket

Hall2 B-27

Hall 12 B-03-6

Magmatics

Easyplay

Hall 12 B-03-2

Malcolm H. Evans

Hall 6 C-08

Tidy Books Europe

Hall 2 A-21

Mamas & Papas

Hall 1 B-03

TOBAR

Hall 4 F-95

Manhattan Toy Europe

Hall 3 D-44

Tomy UK

Martin Yaffe International

Hall 6 C-29

Top Call Products

Early Bird Edtech Educational Technology Educational Advantage

Hall 12 D-08 Hall 5 D-82 Hall 12 B-04-2

Hall 12 A-04, B-03

The Win Green Trading Company

Drake Eductional Associates

Toys and Fine Things

Hall 12 C-01-7 Hall 11.1 NEC15

Education Essentials

Hall 4 B-39

Mattel

Elephant Brands International

Hall 5 C-11

Meadow Kids

TP Activity Toys

Hall 8 B-04

EQD

Hall 2 F-21

Millhouse

Hall 4 F-34

Treasure Trove

Hall 4B-25

FIA Toys

Hall 4 B-02

Mookie Toys

Hall 7 A-20

Trends UK

Fiesta Crafts

Hall 1 B-39

MRRC Model Road Racing Cars

Hall 7 B-57

TY UK

Hall 1 B-22

Orchard Toys

Hall 10 I-18

UKIC

Hall 1 E-113

Oxford Diecast

Hall 7 B-49

Unique Party

Findel Eduation Five Star Products

Hall 12 A-04-01 Hall 7 F-59

Hall 7 A-68,Hall 12.2 P-09, P-14, P-15

Hall 12.2 P-17a

Hall 12 F-04a

Paladone Products

Hall 12 B-03-4

Universal Cycles

Gen Four Two

Hall 10 D-03

Peco

Hall 4A A-230

Weston UK

Goldbug Europe

FlightPower

Hall 7A A-123 Hall 1 B-129

J. Perkins

Hall 7A F-135

Willis Toys

Golden Bear Products

Hall 5 C-15

Peta UK

Hall 12 B-04-6

Wizard

Grant & Bowman

Hall 4 C-01

Peter Haddock

Great Gizmos

Hall 5 A-89

Pocketbond

Hall 10 F-07 Hall 7 F-31

Worlds Apart WOW Toys

Hall12 B-03-1

Polydron

Hall 12 B-04-1

Yes Superbaby

H.P. Gibson & Sons

Hall 10.1 F12

Premium World

Hall 12 A-04-2

Zak Designs

Halsall International

Hall 12.2 P-17

The Puppet Company

Green Board Game Co.

Hall 10.1 E-12

Hall 9 E-30 Hall 7 B-06 Hall 7A F-101 Hall 12 C-01-4 Hall12 B-04-4 Hall 8 C-15 Hall 12 C-01-1 Hall 11.1 NEC02 Hall 12 C-08

Hall 1 F-55 FEBRUARY 2009

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MATTEL The Mattel Girls’ Brands team is gearing up for a busy 2009, with new product launches, new entertainment releases, innovative marketing activity and a huge campaign to celebrate Barbie’s 50th anniversary. The doll’s heritage in fashion will be celebrated with partnerships with top names in fashion, while girls will be able to experience the Barbie magic with an activity that allows them to become the designers. An extensive year-long marketing campaign will include interactive, experiential, online, TV sponsorship and advertising activity, including girls’ and mums’ print. In March 2009, Barbie’s latest release will be the animated DVD movie Barbie Thumbelina. It will be supported by a spring entertainment release first for Barbie – a major sponsorship deal with a leading children’s TV channel, which will introduce children to the story-line. The Barbie offering for 2009 features new additions across the whole range, including modernised versions of strong historic performers including the quintessential Barbie town-house and campervan. The collectable Petites Club will be extended with new items and supported by a major sponsorship deal and the continuation of the online activity that has seen over 140K hits in the three months since launch. Mattel will continue its partnership with Disney with key activity for both High School Musical and Hannah Montana. The release of HSM3 on DVD in February will coincide with the launch of new HSM3 product on a whole new scale; while in May, Hannah Montana’s first theatrical release will be celebrated with new lines that bring the story to life. A first for the UK will be the launch of a range of Disney Princess large dolls, boasting feature-led and collectable dolls from well-known Disney movies. Perennial favourite Polly Pocket’s new product line will develop successful core play patterns – water-play and fashion. Innovative new launches include the stackable court-yards and the super-size Rollercoaster Hotel which lets girls combine imaginative play with light, sound and moving features. The My Baby brand will expand its presence within the large dolls category with the launch of new product I Can Do It, which takes the wow features of previous My Baby items to a completely new level. In boys, Hot Wheels will continue to be promoted in 2009 with the launch of a major marketing campaign including TV, partnerships, online, PR and in-store activations. New product joins the line-up including spring launches of the decotransforming Colour Shifters and Jurassic additions for the

FEBRUARY 2009

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collectible Trick Tracks line. Colour Shifters enable kids to experiment with 1:64 scale vehicles to change colours in warm and cold water, including the Colour Shifter Blaster play-set. And, for Christmas 2009, the shark play theme is to make a comeback in a key track set. Hot on the heels of Batman – The Dark Knight’s success, new animation is on the way for the brand. The Brave and Bold will feature on GMTV and Mattel’s supporting line-up incorporates figures and vehicles. A new Toy Story collection launches this summer, featuring a strong range of figures and vehicles. The hype for Toy Story will continue through 2009 as a 3D digitally remastered theatrical release hits cinemas in October. Now in its third year since launch, Disney Pixar’s Cars remains a firm favourite. Die cast cars are the most hotly collected vehicles for boys and there are two major introductions in spring, the Tractor Tippin track set which enables fans to

recreate the popular scene from the animation and the Minis Race n Rescue Playset, the first to feature popular character Red the Fire Engine. In games, Scrabble’s 60th anniversary has caused a resurgence of the line and a major marketing campaign throughout 2009 will continue the momentum. Mr Men Scrabble also joins the portfolio to engage younger word fans. 2009 also sees the 20th anniversary of The Simpsons, with a Simpsons Edition Scene It? launching in the autumn. The quick draw game is also set for an electronic interactive makeover, as Pictionary Man is brought to life, fusing drawing, clues and interactive accessories to create a whole new way to play. New to the Radica range this autumn, U-Create will unleash artistic potential with the U-Art and U-Mix systems for artists and budding DJs. Top selling game 20Q is set to get off to a strong start in 2009 with the launch of a marketing campaign incorporating TV, PR and online activity ahead of a brand new multiplayer launch for autumn. A high impact marketing campaign will engage tween girls in the Girl Tech brand. The campaign will reinforce existing lines such as Password Journal and new spring line Sugar Cubes, as well as providing a backdrop for Christmas 2009 launches, including FAMPs, a range of collectible electronic characters enabling girls to unlock a world of screensavers, games, emoticons and more on their PC.

Fisher-Price built momentum in 2008, delivering strong results on key items including Bounce ‘n’ Spin Zebra, Little People Eddie’s Racetrack and Elmo Live. 2009 will see new licence acquisitions and innovation in core products, each supported with strong marketing campaigns in print, TV, online and PR. The Amazing Animals range grows with the chunky activity toy Rollin Around Jungle Treehouse. The successful Bounce ‘n’ Spin Zebra will also get a pink edition. A new range will also launch in autumn for the Infant portfolio as Fisher-Price introduces a brand new take on activity blocks with the Stack n Surprise range. In Preschool, 2009 is a big year for the Little People line, which will celebrate its 50th anniversary. Special edition anniversary play-sets in retro take-along tins will mark the occasion. Imaginext also remains in the spotlight for the year, with Ocean, City and Lost Creatures themes engaging boys with chunky play-sets and accessories. Kid Tough Walkie Talkies, complete with super tough specification and a range of 300ft, will add a new dimension to preschool play in the second quarter. Character brands continue to play a key part for Fisher-Price, which now includes Disney and Nickelodeon licences from Handy Manny and Little Einsteins to firm favourites Dora and Diego. Following recently introduced Mr Men and Wonder Pets, the hotly anticipated Waybuloo will join the line-up for the last quarter. The CBeebies animated series takes an original approach, focusing on children’s feelings through transporting children to the magical land of Nara.

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With the re-launch of K’Nex, the announcement of innovative new boys toys and the introduction of a music loving flower, Tomy has a packed line-up. The company is combining its bestselling brands with new licences to create toys for all age groups. It is also looking to become a key player within the boys’ toys market with the launch of unique vehicle brands which are proven performers in Japan. Highlights at this year’s show for Tomy include the Rockin’ Flower, which dances to music while the leaves flash in up to 30 different LED colour combinations in

FEBRUARY 2009

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tune with the music, and Flex, a children’s game which puts kids and adults’ flexibility to the test. Set up the Flex tower, spin the spinner and use the sucker on the wrap-around band to pick up the piece at the top of the tower with the body part indicated on the spinner – will it be elbow (easy), knee (harder) or forehead (not for the feint hearted)? Elsewhere, there are new products from big lines including Thomas the Tank Engine, Nemo, and Tellytubbies. The company is also planning a strategic entry into the growing boys’ vehicle market with the ChoroQ and AI brands. ChoroQ became an instant hit when it launched in Japan and has since sold 140 million units to date. ChoroQ is an umbrella vehicle brand encompassing a variety of play patterns. The new vehicle ranges include the ChoroQ Battle Deck System and ChoroQ Steer micro remote control cars. The AI Deluxe Racing Set has the only artificially intelligent racing cars which can avoid hazards. Unique technology allows the cars to swerve around obstacles and continue on their way and it takes skill and wit to know when to use the speed boost and hit the brakes to make it around the track and win the game. The set comes with a large customisable racing track, two remote controlled cars and obstacles.

HALSALL

The 2009 Nuremberg Toy Fair will see the opening of a new permanent 300 sq. metre showroom for Halsall, located in Hall 12 of the Nuremberg Messe. The move is a strategic decision by Halsall, underlining a commitment to its global growth strategy, and it will provide Halsall with a location to showcase its portfolio of international licenced ranges and core own brand products to its worldwide customers. John Hutt, Halsall MD commented: “Strategically this is a significant move for the company as we continue to expand international business. Halsall’s investment in this permanent showroom space in the Nuremberg Messe affirms the company’s commitment to its international growth strategy. Halsall is proud to have been awarded panEuropean licence deals for leading brands such as

GEN 42 GAMES Having made a name for itself with board-free, fast paced games with a slice of strategy thrown into the mix, Gen 42 will be making itself known at Nuremberg this year with a new addition to its range. Logan Stones, a mix of tried and tested game elements – namely combining stones, four in a row and rock paper scissors – will be making its debut at the show, joining established Gen 42 favourites such as the addictive Hive and brilliantly titled Army of Frogs. Without the need for a board, and thanks to its fast paced games with easy rules and depth of strategy, many of Gen 42’s titles have proved solid sellers. Hive was the first in the company’s line of board-less

HALL 12.2 P-17

Barbie, Spiderman, Ben 10, Baby Annabell and Baby Born as well as worldwide licence rights for JCB and The Simpsons and territory specific deals on Dora the Explorer, Science Museum and WWE. This bespoke designed showroom will enable us to present all of these ranges and many more, to maximum effect to really impress customers at this important global trade event.” The showroom launches the firm’s Autumn/Winter 2009 product lines, with many high-profile licenced ranges such as Hannah Montana, Disney Fairies and Ben 10 summer lines and The X Factor musical toys. Halsall will also present its new Silver Cross junior collection and generic dolls prams, and PreSchool Roleplay market with own-design role-play toys.

HALL 10 D-03

games, and already has a number of awards under its belt. Next up is Army of Frogs, a game that takes elements of Hive and builds on it to provide another easy to play 2 to 4 player game.

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All star software library for 2009

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KIDS@PLAY

Making the journey to Nuremberg for the first time this year, Kids@Play will be showing off its wares as it enters its third year of trading. Specialising in the wheeled toy manufacturing business, a

GIBSONS For the first time in a number of years, Gibsons will be exhibiting at the Nuremberg Toy Fair. The firm will primarily be looking for distributors for its range of games and jigsaws including a line-up of children’s puzzles entitled My World. The ‘planetfriendly’ puzzles are made on recycled board, and were created in conjunction with child psychologist Dr Amanda Gummer with the aim of creating jigsaws that are developmentally appropriate at every stage. The My World range consists of eight puzzles aimed at pre-school children. Each box features a slot within the lid allowing children to post their pieces back into it. A broad selection of new puzzles for adults with varying piece counts can also be seen at the show, in particular images of nostalgic Britain, which so far have been very popular with overseas customers. Following the ‘Shopping Baskets’ range will be ‘Sweet Memories’ – four new puzzles showing the

FEBRUARY 2009

HALL 6 C-08

large range of children’s tricycles will be on display. Malcolm Evans, KIDS@PLAY’S managing director, told ToyNews: “Our products have their own uniqueness, like the go-tiger, go-panda, and go-bunny

HALL 10.1 F-12

confectionary brands of the 1940s, 1950s 1960s and 1970s. Other new puzzles include four 1000 piece photographic puzzles featuring a host of images of well-loved places in Britain, as well as eight National Trust jigsaw puzzles. Reflecting the diversity of the work of the National Trust, these 250 and 1,000 piece jigsaws include a selection of images of the vast collection of property, landscape, wildlife and coast line that the National Trust is responsible for.

trikes. All have back packs, and a removable carry bag, and additionally a take off and play carrying case.” The company has a range of bicycles for children of two to seven years, and a

GOLDBUG Following on from successful product launches across the US and Australia, the Goldbug range of Baby Accessories has recently been launched into the EU. The Out-&About and Travel Accessories have all been chosen in order to enhance kids’ safety and comfort, as well as parents’ peace of mind, and is part of the London-based Goldbug Europe’s official distribution of the Goldbug range. The 2in1 Harness Buddy is available in 15 animal characters for boys and girls, and is worn as a backpack on the toddler and strapped in front, with the tail of the animal providing a handy leash for parents who want to ensure their child doesn’t wander off. The Mummy Hook frees parents hands from holding baby bags or handbags so they can take full care of their child. It snaps on/off and allows for the addition of other carry-items. The Moms Invented range, developed by mums, includes Crustless Sandwich

range of battery operated ride-ons, including the new police patrol bike with lights and sounds. As an added bonus, every UK customer that visits the stand will be given a free wheel track puzzle.

HALL1 STAND B 129

Cutters in various shapes and colours, Tinkle Targets – potty training aids in boys themes, and Shoe Clues – stickers to improve right/left recognition. Also available are Head Support Cushions, Boosters and other Baby Goodies.

Marketing Support: AW 09 TV Campaign Online, PR & More

2009 all star Tag library

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FIESTA CRAFTS

Fiesta Crafts is a familiar face at Nuremburg thanks to its collection of pre-school toys aimed squarely at the European market. New for 2009 is the Bunny Family Holiday Play Set, which holds many play opportunities for an inquisitive tot with its open top car, pull along caravan and family of rabbits. The caravan has everything expected of a modern mobile home: beds, kitchen and lounge area plus a fold-down side for easy access. Both car and caravan can be played with together or separately as children take their Bunny family on adventures in the great outdoors.

RUSSIMCO Having launched the Ecotronic toy collection at Nuremburg last year Russimco returns to the Messe with even more eco-friendly electronic toys this year. Since spring 2008, the Ecotronic toy collection has gone from strength to strength and now provides a clear green alternative to traditional battery operated toys, thanks to a mix of preschool toys, radios and gadgets in the range. A burgeoning collection of character torches, which have been attracting cult status in the playground, are also on show. The Ecotronic torch collection is the first part of this brand to be extended with a host of new animal characters for spring – Zoo and Farm animals have been added that should appeal to boys and girls alike. However, the new ecotorches are just a taster of what’s in store for the ecotronic collection, as new battery-less bath-toys are also about to enter the portfolio.

SPIELWARENMESSE HALL 1 B39

FEBRUARY 2009

HALL 3 B-32

Also making its debut this year is Match it! This wooden eight game compendium is supplied with multilingual instructions and includes a crafted wooden game board with 28 bright wooden pieces. The eight games include variations of favourites such as solitaire, bingo and dominoes, as matching games are often used to enhance cognitive and memory skills. This game is suited for all ages and the recessed board means playing games whilst travelling is made easy, whilst four wooden racks are included to rest pieces discreetly and shield them from prying eyes.

HALL 5 D-72

The first toys to be included will be in the form of a submarine and tug boat – bath-toys which include all the features of an electronic toy yet still work after being submersed. These toys don’t need batteries and are sealed to withstand rough water-play.

THE PUPPET COMPANY The Puppet Company is based in North Hertfordshire and designs over 750 different types of puppets including finger puppets, glove puppets and body puppets. Started in 1999 by husband and wife team Sue and Peter Lockey (and still directed by them), it produces a large range of puppets that will be on show at Nuremberg. With a background in teaching and retail, The Puppet Company looks to add an educational and commercial twist to the puppets it designs. Many have full working mouths and hands and some, like the ‘Large Birds’ and ‘Socketts’, include sound (though no puppets include batteries).

LE TOY VAN

Emergency Services Playsets are among Le Toy Vans new lines. The range includes a Fire Engine with accessories and a Fire Station Playset with pole. The line-up is perfectly complemented by the all New ‘Budkins’ poseable and collectable unique wooden characters each with its own

designer fabric costume. An ambulance with trolley and wheelchair plus a twostorey hospital with lift are also available. All the sets are accessorised with Budkins medical characters. All UK designed with unique style, the painted playsets are created for imaginative play.

HALL 1 F-55 The company supplies point of sale stands that have a small ‘foot print’ but can hold up to 35 glove puppets in the space of a carpet tile. The Puppet Company is also the UK and Ireland distributor for ‘Living Puppets’ – the premium German brand. Many of the puppets have working mouths and hands, and there are hundreds of characters and animals in the range. The Puppet Company is a member of the Gift Association, as well as The British Toy and Hobby Association, and is fully committed to ethical trading. All puppets and The Wilberry Doll collection have full EN71 test reports and meet or exceed all current health and safety requirements.

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SCHLEICH

The Scheleich stand at this year’s show will feature three new launches, with all existing collections on show, including the entire year’s new launch pieces. Home nation visitors will be able to speak with the UK sales team whilst viewing the new products in this German company’s premier show of the year. Just one of the many ranges that will be extended is the Wildlife Collection featuring zebras, giraffes and a family of

AMALGAM Amalgam Fine Model Cars is based in Bristol and has been creating models for leading designers in all areas of design and architecture since 1985. Its large scale models are not only available to collectors, but are used extensively by manufacturers, teams and sponsors as gifts to VIPs and as marketing tools. In particular Amalgam’s relationship with Ferrari has been very fruitful with yearly small editions of models of the modern Formula 1 cars both at 1/8th and recently 1/5th scale, and now a growing collection of historic and current race and road cars in small limited editions. They are now creating models for premium brands like Aston Martin, Mercedes-Benz, Porsche, Bugatti, Lamborghini and Bentley Motors along with all the top Formula 1 teams including McLaren. Alongside the large scale display models Amalgam also create amazingly accurate full size Formula 1 steering wheels, as well as displays and design development models of all sorts including swanky superyachts.

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Meerkats. As with all Schleich’s figurines, these pieces are hand-painted and representative of the animal in its natural habitat. Schleich’s UK retailers have been supported by a dedicated UK office for the past three years and are now to receive even more support with new display units and point of sale materials. In addition, a full PR strategy is in place for 2009.

GREAT GIZMOS

Great Gizmos will be unveiling a new theme to its rapidly expanding ownbrand range of Tech-Card Kits at Nuremberg this year. The initial themes of Power Bots and Power Racers have proved successful since their launch to the UK market in 2008, so much so that the range is to be extended with two new themes – Power Lights and Power Circuits. All the kits use Tech Card Technology – a system that takes pre-cut cards, rivets and motorised parts to make techprojects that really work.

HALL 5 A-89

The new Power Lights and Power Circuit Kits are all about home accessories and are stylish and fun to construct. First up are three new brushed silver LED light kits, each of which are designed to produce a very different lighting effect. Whether fibre-optic, lava, or disco, there is a style of lamp to suit any kid’s room. Completing the Power Lights and Power Circuit Kits collections are three further kits including a multipositional Desk Lamp, a Desk Fan and a Door Bell.

HALL 7 E-60

NEW

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LeapFrog learning meets Disney fun in a new high-energy experience. Visit us at London Toy Fair stand SJ37 www.leapfrog.co.uk

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KIDDIMOTO

Kiddimoto will be showing off its award winning wooden balance bikes at this year’s show. The Nuremberg Toy Fair will provide the backdrop for the new line-up for 2009, featuring two new models to the range, the Scooter and the Chopper.

GALT James Galt will be presenting its portfolio of new products for 2009 at Nuremberg, including a variety of lines from its new parent company, Elmer’s – the first time James Galt will be showcasing Elmer’s products to the European toy trade. The range includes a number of ‘no mess’ painting products (a line which Elmer’s is well known for in the US), including ‘Go Paint’ – non marking paint brushes and colouring book sets, ‘Paintastics’ – colour changing paint pens and paint by numbers, and ‘Squeeze ‘n Brush’ paint sets. Also from Elmer’s Scientific Explorer range, James Galt will be introducing a selection of ‘My First’ kits, aimed at children aged five plus, such as Aeroplane, Chemistry, Dino, Geology and Weather, as well as two other experimental kits in the form of Disgusting Science and Rocket Car for older children. Completing this range are three kits aimed at girls – Perfumery, Spa Science and Ultimate Spa and Perfume Kit. There will also be a raft of new products under the Galt brand on display, including four additions to the popular First Years range, including an innovative Tummytime Playmat, two giant pop-up soft books and a set of soft books.

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Also on display is the hugely successful Suzuki GSX-R and Raleighbranded models, showcasing the strong merchandising opportunities that Kiddimoto can offer a brand. Aimed at early years, Kiddimoto’s range of wooden

HALL 4 E-51, F-50

A variety of puzzles – including glow in the dark and sparkle puzzles – enter the Galt catalogue for 2009, along with a refreshed look for the Activity Pack range with six new items and two new Creative Craft kits. Finally, completing the line-up for Nuremberg 09, are additions to Galt’s popular licenced ranges, including three new Horrible Science kits, as well as Postman Pat Special Delivery Playnest and Playnest and Gym.

balance bikes aim to work as a learning tool for the next generation of cyclists. Constructed from tough and durable natural birch plywood, Kiddimoto is a platform that helps to teach children the important motor skills of balance and co-

RICHARD EDWARD LIMITED At this year’s International Toy Fair, games card manufacturer Richard Edward will be launching GreenCards, the first-ever range of eco-friendly playing cards in Europe. As a European manufacturer of bespoke games cards, trading cards and playing cards, the company supplies retailers throughout Europe and around the world from its manufacturing plant in London. The GreenCards will be available to European and global retailers through Richard Edward’s new retail division, RedWood Cards, which will also make its international debut at Nuremberg. The GreenCards range offers retailers a potential mark-up of around 40 per cent on the trade price, whilst also enabling them to show customers that they are concerned about the environment. At Nuremberg, Richard Edward will also be offering its ‘green card’ technology to global toy and games brands that want to make their existing products more eco-friendly. The company already produces card-based products for international brands such as Winning Moves, DeAgostini and Hasbro.

ordination in a fun and controlled manner. An ideal first bike, without pedals or brakes, Kiddimoto bypasses the need for stabilisers, allowing children to quickly move from Kiddimoto to a pedal cycle.

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The new GreenCards are manufactured entirely in the UK using sustainable and recycled materials – even boasting a carbon footprint some 90 per cent lower than cards produced in the Far East. The GreenCards range was created in response to two key consumer trends: growing demand for environmentally sound products, and the return to traditional activities – such as card games and puzzles – as the crunch continues to squeeze budgets.

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TIDYBOOKS

Another manufacturer making its debut at Nuremberg this year is Tidybooks, the children’s bookcase, storage and toy specialist with a range of products made from sustainable sources. The Tidybooks brand began with a new concept in children’s bookcases, appealing to a gap in the market as there were no bookcases available that were compact and allowed children to choose their books easily from the shelf. The design encourages children to choose books independently, and allows neat storage of up to 85 differently sized children’s books. The Tidybooks bookcase helps to give books a central place in the family

SPIELWARENMESSE HALL 2 1-21

home, and has been acclaimed by educational specialists. The Tidybooks range now includes the Bunk Bed Buddy, a specially designed shelf for the top bed bunk, and the 3D cabin puzzle, a toy that children and adults alike can enjoy. The Tidybooks bookcase and Bunk Bed Buddy are available in a range of quality finishes, including natural lacquered wood, painted white, pale rose or pure azure. The bookcase has been successful in the UK, and is available from a range of leading children’s stockists including JoJo Maman Bebe, Blooming Marvellous and Toy R Us online.

SEVEN TOWNS

London-based Seven Towns, the company behind the original Rubik’s Cube has a brand new brain-teaser ready to launch to consumers in May 2009 called The Rubik’s 360 As its name suggests, the 360 is spherical as opposed to cube-shaped and although similarly challenging, it has an obvious appeal to fans of the original cube and newcomers to the challenge. In essence, the object of the puzzle is to steer the six coloured balls through holes in the spheres and into their respective coloured ‘home slot’ domes on the outside, whilst contending with gravity along the way. Like the Cube, you don’t have to solve it

DANBAR TOYS Danbar Toys designs and manufactures its own products and specialises in a complete shopping experience, which not only include its high quality remote control toys but also a demonstration system for point of sale and on-the-shelf displays. The system, developed over the past seven years, aims to create a shopping experience that significantly increases consumers’ excitement and satisfaction from the purchase process and turnover per square meter. With a record of customer retention, including UK’s leading department stores (including such luminaries as Harrods, Hamleys, Debenhams and Fenwick) as well as mega malls and in more than 70 franchised points of sale across the UK and Ireland, the company is celebrating its first anniversary of successful global expansion. A solid performance in 2008 has meant a winning year, and with orders already in place for 2009 for the Ground Assault play set (launched this year with

FEBRUARY 2009

HALL 10 H-12

in one go. The 360 has special horizontal rings to ‘lock’ the balls in place once you’ve captured them correctly on its circumference. The team at Seven Towns views the puzzle as complementary rather than competitive to the original Cube, and is expecting it to considerably expand the existing market for the Rubik’s brand. “We see the 360 as potentially appealing to an even wider and more international audience than our original puzzle,” says David Hedley Jones, Rubik’s brand senior vice president. “And of course, requiring no electricity or batteries, it’s very much in the current eco-friendly mode.”

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a national TV campaign) the company has it sights set on continuing its

performance to date. The Ground Assault line joins the company’s miniature,

medium and large-scale helicopters and other air and land remote control toys.

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SPIELWARENMESSE

THE CHRISTY GROUP

HALL 9 A-79 The Christy Group, which encompasses Christy by Design and Christy Asia, has evolved over the last eight years to become one of the UK’s premier dressup specialists with offices, showrooms and partner factories across Europe and Asia. With the focus firmly on innovative design, Christy sells to over 40 countries worldwide, and in 2007 successfully bid for the exclusive pan-European licence for Disney dress-up. Christy’s attention

MAMAS & PAPAS

Mamas & Papas is known for creating new collections each season and Spring/Summer 09 is no exception. Taking inspiration from the global travels of their in-house design team, Mamas & Papas has created a whole new landscape of children’s toys. New collections including ‘Joolly Whumpers’, a collection of character knit toys that are perfectly modern in style, as well as

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to detail, industry knowledge and ability to transform ideas into highly marketable outfits has enabled it to successfully bid for a large number of new licences including Britannia High, Storm Hawks and The Nutcracker to name a few. The Christy Group was also delighted to win the award for ‘Best Licenced Dress-up 2008’ at the prestigious Licencing Awards which took place in London last year.

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an interactive soft toy range called ‘Little Land’ that has already wowed the parenting press in the UK and who will be featuring it heavily in coming issues. Mamas & Papas commercial director, Tim Maule described some of the detail behind the brand’s attendance at Nuremburg Toy Fair this year: “We are launching a fresh new stand to complement the look and feel of the

new collections we are launching at Nuremburg. This will be the first time that anyone in Europe has seen the new collection and we are very excited to return to such an amazing toy fair with a truly original retailing proposition that has international appeal. “As retailers increasingly demand diversity of product to define their shopping environments, Mamas &

Papas offers something for everyone; from the boutique gifting stores to the high-end department stores to traditional nursery stores. The company was recently voted International Rising Star at a global retail awards and we are delighted to be able to show the crowds at the Nuremburg Toy Fair just why the judges choose Mamas & Papas above everyone else.”

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SPIELWARENMESSE ORCHARD TOYS

STEVENSON BROTHERS Carrying on in the footsteps of their uncle, twin brothers Marc and Tony Stevenson set up their business in 1982 and today, 26 years later with over 7,200 horses, it is still going strong. Combining the quality materials, traditional techniques and skilled craftsmen, the company will have plenty to show off at Nuremberg, including limited edition designs such as the zebra and the 25th anniversary horse – a traditional dapple-grey horse fitted on to a antique oak base. The blanket has the Stevenson Brothers logo in silver five per cent thread. Wood is selected from all over the world, including the Royal Parks

MARTIN YAFFE Fisher-Price is a recent addition to the Born to Play portfolio, with the main focus of the Fisher-Price area falling on the Farmhouse Playset, which is manufactured at Born to Play’s own roto-moulding factory in the UK. Also on display will be the UK manufactured Teeter Totter Tractor Rocker and wheeled items including the Grow with Me Trike. Meanwhile, old favourite Fireman Sam will be a main focal point of the stand. Products on show will include the roto-moulded Ride-in Jupiter, and the Fireman Playset, both of which allow little ones to emulate the hero next door. Also on display will be the Activity Fire Station which has real working lights and sounds from the hit TV show, as well as a working microphone and knock over fires, which can be put out with the water balls. Amongst the new additions to the Fireman Sam range is Wind Up Floating Neptune, inspired by the coastal location in the new CGI programming. New products will also be showcased from master toy licence Little Princess, which aired in Germany on KIKA in August, September and early October

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HALL 3 B-46A in England and carries the FSC certificate. As a double guarantee that the wood of their rocking horse is being replaced, the company will send out a tree to customers to plant. With regards to the rocking mechanism, the most consistently popular design remains the safety stand horse, with the spring stand coming second. When completed, each horse is numbered and dated on a brass, gold or silver plaque. For the forthcoming Nuremberg show, the company will be showing a white and grey dapple horse customised in pink and blue for a girl or boy, as well as a selection from our range of horses.

Best known for designing and manufacturing educational games and puzzles for children from 18 months to 12 years, Orchard Toys will be showing off plenty of product at the fair. Of interest to international buyers will be Orchard Toys’ new range in French, which will be available to order from their stand at the Fair. Other than French lines, the company will showcase a large selection of its products, including seven of its latest games and puzzles, all but one of which have been designed specifically for younger children: One banana, Two Banana is a board game for up to four players that will help children in the four-plus age group with

HALL 10.0 1-18

their counting skills; Fairy Cottage is a busy 15 piece puzzle designed with little girls (two to five years) in mind; Great Britain and Ireland puzzle and poster, is a 150 piece puzzle aimed at 5-11 years. Elsewhere, the board game Flea circus is designed for up to four players, 5+ age group, whose aim is to be the first to build their big top; Doodlebugs is a simple fun card game suitable for the youngest of players (3+), and Tutanloot’em again is a card gamefeaturing Egyptian illustrations, for up to four players of five years plus. Finally, Fruit Frenzy, another card game, will help the 4+ age group with their colour recognition and counting skills.

HALL 6 C-29 2008 every day. New additions to the successful plush range include themed beanies for Autumn/Winter. Fans of the royal rogue will be able to transport their possessions in style with either the Gilbert Backpack or Little Princess Pram, which comes with a Gilbert plush. Both products are available Autumn/Winter 09. Also new for Spring/Summer are foam play balls and the Greenhouse Playset. Another recent addition to the portfolio is Lazy Town. Building on Lazy Town’s 50/50 gender spilt, where girls see the programme as a song and dance show and boys as an action show, Born to Play is producing two product lines to maximise this opportunity – one in ‘Stephanie pink’ and one in ‘Sportacus blue’. Highlights of the Spring/Summer collection include wheeled toys, inflatables and outdoor play items. Wheeled toys also feature in the Autumn/Winter line-up along with talking plush, figures and dress-up sets. Evergreen brands Bob the Builder and Thomas & Friends will also be on display, with outdoor and roto-moulded items including the Bob the Builder and Thomas Sand and Water Playsets being showcased.

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LEARNING RESOURCES

Learning Resources never fails to introduce at least 100 new products each year, enhancing its already extensive product range. This year, the main focus will fall on the new educational range. 2009 sees the launch of new additions to the Pretend & Play range including a Bakery Set for children to strengthen basic early skills and stir up some cooking fun. Encouraging role play and creativity, this set will get children cracking eggs, sorting fruit pie pieces and rolling out pretend cookie dough.

KABLAMM MechRC is a new concept in consumer robotics born out of a partnership between UK-based concept provider Kablamm Ltd. and the Taiwanese manufacturer Gadget Lab International. Standing approximately 30cm high and boasting 17 high powered servo motors, MechRC is capable of displaying a range of motion from break dancing to robotic Kung Fu, all accessible from a remote control handset. The robot also comes with a fully featured software package that allows users to create their own motions and download them to the robot. There is also a community website where they can share their motions with other users and show off videos of their robots in action. Setting the MechRC apart from other humanoid robots in the market, the robot’s designers have focused their attention squarely on the user. “Our aim is to deliver cutting edge technology that everyone can enjoy and feel confident using,” says Jim Wyatt of Kablamm. “There is nothing worse than feeling like you need an IT degree just to get your new toy up and running. The robot comes with a whole array of motions and action sequences out of the

SHOW GUIDE HALL 4 A-05

The popular Gears!Gears!Gears! range will be delivering a constructive challenge, especially with the launch of an appealing school-themed set for 2009. Children can build their creativity and design their own school and playground of colourful spinning gears. Older children can go head-to-head with Number Knockout, a fast-paced electronic dice game. Children race to knock out numbers and practice mental maths as the game’s cheering crowd and boxing-style announcer add to the excitement.

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box, but really these are just a starting point. We want people to get in there and start creating their own motions straight away, so we have done everything we can to make the accompanying software and user guides as simple and exciting as possible.”

SPIELWARENMESSE

COMMUNITY PLAYTHINGS

With a sixty-five year history in manufacturing, Community Playthings has drawn on expertise from childcare professionals from the very beginning. As a result, its modular wooden furniture and play equipment supports flexible environments where children can play, grow and learn. All items come with a full 10-year warranty, and Community Playthings offers free

MANHATTAN TOY

Manhattan Toy will be unveiling an impressive 100-plus new products at this year’s Nuremberg Toy Fair. The launch will include additions to a number of ranges, including the baby, plush, puppets and Groovy Girls lineups, as well as more Puzzibits and Automoblox options. Look out for the new Baby-Ville range – research has shown that babies are fascinated by faces, especially those of other babies. This collection of toys for babies aged 0-12 months is actually the first of its kind, and features the images of the celebrated photographer Penny Gentieu, who is recognised worldwide for her baby photography.

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resources to help with planning and room layout. At Spielwarenmesse 2009 the company will be demonstrating its Roomscape furniture in newly designed sets that make it even more simple and flexible to use. The company will also be featuring our baby range of equipment for the first time in Nuremberg.

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New to Groovy Girls are three mermaids complete with removable tails and two pet friends. Also, the addition of four more RSVP dolls makes the interactive website www.groovygirlsRSVP.com, which features games, activities, chatting, fashion design and even downloadable music. As the exclusive world-wide distributor of Automoblox, the range which combines modern car designs with a building block construction system, Manhattan Toy will be revealing the Automoblox Performance Series which promises to add even more power to the 2009 collection.

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SHESTO

This London based company specialises in the development, marketing and distribution of several ranges of specific tool and lighting products aimed at the model, hobby and craft trades. Over the years Shesto has developed brands designed to appeal to professionals and enthusiasts alike. The Model Craft Collection of precision hand tools has gained a reputation worldwide as one of the most comprehensive ranges of sometimes otherwise difficult-to-find tools. Reasonably priced, the Model Craft collection allows distributors and retailers to source all their tool requirements under one recognisable brand. Shesto has a network of distributors worldwide that carry the entire range and represent them exclusively in their territories. Rotacraft Miniature Precision Power Tools and Accessories have been

HORNBY

2009 looks packed for Scalextric with a number of high profile sets and cars being added to the already extensive range. From Championship winning Lewis Hamilton inspired sets, to a Limited Edition celebration of 50 years of the Mini, there is plenty to see. First up is the Vodafone McLaren Mercedes Set. A fitting way to launch the new Scalextric range – a special Vodafone McLaren Mercedes Lewis Hamilton set, honouring Hamilton’s Championship win.

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SPIELWARENMESSE HALL 7 B-79

developed by Shesto to enable the model and hobby trade to have access to a low cost range of tools specifically designed for the needs of the demanding modeller and crafter but at prices that compete against the competition from non-traditional outlets. Light-Craft is the latest addition to Shesto’s list of specialist brands, providing a dedicated lightsource for serious modellers. Soldercraft is a range of heat tools from soldering to wood burning suitable for a multitude of uses. This year a new brand will be launched at the show – Spraycraft: a range of cost effective airbrushing kits for everyone. Finally, Shesto also specialises in the supply of any of its wide range of products in OEM packaging as well as designing and supplying tools and tool kits to customers own specifications and requirements.

HALL 7 F-30, F-36

Based on the hit EA video game, Need For Speed Scalextric and MicroScalextric sets will be launching mid-2009. Inspired by the Disney/Pixar movie, the MicroScalextric Disney Cars set is aimed at the family market. Lightning McQueen and Chick Hicks race along Route 66 and for the Piston Cup. Finally, the Great British icon, the Mini, will be 50 years-old in 2009. Scalextric pays homage to the first ever Mini to roll off the production line 50 years ago.

KIT FOR KIDS

HALL 4 A-26

Originally designed for the education market this range of giant floor toys by Kit for Kids is now available for the retail sector. Launching in Nuremberg, the Under The Sea and Back To Nature floor creatures look set to make a great impression. These heavy-duty tactile cushions are meant as play mates as well as for children to relax and cuddle up to. The cushions feature soft and differing textures, as well as funky colours and

CASSIDY BROTHERS

friendly designs, not to mention removable and washable covers! Due to retail reaction the play toys have had so far, development plans are already in place for two brand new ranges of Farm Yard and African Animals. Expansions to the current ranges are due for 2009 to include complementing snuggle mats, perfect for creating comfortable themed areas in nurseries and schools.

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Cassidy Brothers had a great 2008 with increased FOB business. In 2009 the firm is looking to better this even further. Its range of role-play products are being well received by the rest of the world, with distributors now in Spain, Australia and the UAE, with the company actively looking for distributors in other territories. For 2009, the new FOB product will be the latest Dyson Cylinder Vacuum, the DC22. The company hopes to continue its success with lines such as Little Henry, Little Hetty and the renowned Dyson DC14 replica. Its lesser-known generic lines such as the Chip N Pin Tills and Baby Huggles Dolls Accessory lines are also worth a look, as they are performing well world wide. This will be Cassidy Brothers’ 48th year at Nuremburg Toy fair and with third generation family members at the helm, the company is sure this will continue for years to come.

See us at: Birmingham Spring Fair: Stand 5E19 I Nuremberg Toy Fair: Hall 12.2 P-16 Revell GmbH & Co. KG, HP23 5AH. Tel: 01442 890285. Email: ukbranch@revell.de © Revell is the registered trademark of Revell GmbH & Co. KG, Germany.

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ir yfa To 5 at G1 us S e nd Se Sta GOWI’s established line of indoor and outdoor activity toys. Valued by parents – Loved by children available from Earlybird Toys Telephone: 01536 200925 sales@agentamarketing.com Edison Courtyard, Earlstrees Ind. Est., Corby NN17 4LS

IMC will be the exhibiting at Hall 5 Stand Spring Fair 2 mberg Hall 1 e r u N d n a 1 F5 12 Stand G16-F

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WIZARD TOYS

HALL 12 C-01, B-04

Bringing its extensive range of shrinkles to Nuremberg this year, Wizard Toys has a huge range of exhibits to chose from. Shrinkles, craft kits that kids can colour, cut and then shrink in the oven, can be made into key fobs, magnets, jewellery

and any number of additional applications. Also on show will be the company’s extensive range of ‘Bumper Boxes’, including the Knights and Dragons themed set, which includes everything needed to make 12 figurines.

SPIELWARENMESSE

MEADOW KIDS

Meadow Kids launches its new ‘Learn and Play’ activity range for 2009 at this year’s show. Designed to encourage learning through family interaction, this range covers core aspects of elementary education including diet, numeracy, the alphabet and good behaviour. The ‘My Family’ Five Food Group Reward Chart is an interactive way to motivate a family to eat a balanced diet

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and learn the benefits of the five food groups. It comes with a comprehensive ‘five food group’ info insert sheet plus a write on/wipe off pen. Bath time Basketball is, as you would expect, a toy for children to enjoy in the bath and is a good way for them to develop their hand to eye co-ordination and number association by trying to get the different creatures in the hoop.

HY-PRO

HALL 8 E-18, D-21

Hy-Pro International, the toys and sports specialist, will be unveiling its wheeled toys brand at Nuremberg Toy Fair this month. And this will include a new look for its Street Glider skate range. Attendees at the Nuremberg Toy Fair will be the first to see the new brand that will initially include Street Gliders and a range of scooters. The range will also feature three scooters that will be making their debut at the show, which

will include the ‘Phantom’ scooter which has light-up effects never before seen on a scooter. The details of the other scooters are currently under wraps for the show, but Hy-Pro has been able to reveal that their names will be ‘Bandit’ and ‘Venom’. Simon Pickavance, Hy-Pro commercial director, said: “This is an exciting time for Hy-Pro as we launch our new wheeled toys brand into the market.

“With our hugely successful Street Gliders products coming under the new banner, as well as our innovative new product, the brand will instantly become one of the biggest names in the toy market, and this will give us the freedom to expand our wheeled toys category within the outdoor toys industry.” The new brand and designs for HyPro’s wheeled toys will be revealed at the Nuremberg Toy Fair.

TREASURE TROVE

HALL 4 B-25 Having moved its prime exhibition from ExCel to Nuremberg in 2008, Treasure Trove will be continuing with this strategy in 2009. The appointment as Breyer’s exclusive distributor for the UK and Ireland, and its ongoing support of Breyer’s European expansion, was the big news for the company in 2008. As usual there are many new additions to the Breyer line-up, including two exclusives: Pippin (Pony Club hero 2008) and The English Riding Gift Set. The two

Breyer ranges which will be the focus of Treasure Trove’s marketing efforts for the Toy Trade in 2009 are Stablemates, with price points starting at just £2.99, and the Activity line, which has proved so successful since introduction. Activity products now form a very important part of the Treasure Trove portfolio. Not only does the company distribute the extensive SES Creative line, but it has seen big sales with its Sticky Mosaics. “This line totally sold out at

Christmas and there is an extensive range of new titles and ideas going into 2009,” comments business director Liz Nield. “Repeat purchase levels are high and, not surprisingly, sales are strong year round.” Liz continues: “We are very focused on products which are going to sell through all year and this was why we were delighted to introduce ‘Grow-AHeads’ late in 2008, only £6.99 retail. We are also introducing a wonderful outdoor line called ‘Explore’.”

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SAMBRO

HALL 10 D-24 Sambro will be beginning 2009 with a wide range of new licences to add to its portfolio. Creative play and stationery items will be launching from Littlest Pet Shop, Transformers Animated, My Little Princess, Polly Pocket, Fireman Sam, Barney and many more. Also available in the Transformers animated range will be full-size pin-ball machines and outdoor toys. A generic range of outdoor toys will also be available and a giant inflatable Connect 4 takes board games to a different level. The firm’s successful Thumb Wrestling Federation will also be on show alongside a range of other pocket money toys.

GOLDEN BEAR

Golden Bear will be launching an extensive range of new products at the 2009 Nuremberg Toy Fair. The introduction of the My 1st JCB range in 2008 will be extended to include lines based on various construction vehicles, including Mini JCB Pull Backs based on the existing characters Joey JCB, Larry Loadall, Doug Dumptruck and Rex Roller alongside a new character Freddie Fastrack. Two other talking characters are being introduced – Elvis Excavator and Max the World’s Fastest Diesel. Golden Bear will also be launching a collection of Shaun the Sheep products. The 2009 ranges will be aimed at a wider audience, including message plush, aprons, ear and hand muffs, keyrings, CD holders, demister pads, air

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HALL 10 D-24

freshener, hanging car dice, mobile phone and iPod holders. The Talking Thomas & Friends range introduces a new character for autumn. The talking Thomas & Friends range will be refreshed with a Crash ‘n’ Bang Thomas play set, featuring pull back action. Drive Away Talking Thomas & Friends range will also continue. The Peppa Pig range will be extended to include new wooden products. The wooden range will reflect themes from the animation such as Grandpa Pig’s Boat and train. All items will help to enhance a child’s development skills. In addition, the Charlie and Lola collection will broaden to include new items such as Bouncing Lola, as well as the Charlie and Lola space hopper and the introduction of Sizzles the Dog.

EARLY BIRD

Distributed in the UK by Agenta/Earlybird, Austrian toy manufacturer Gowi has been producing toys for over 100 years. For 2009 there’s a new collection of traditional tea sets available in different sizes, from 18 pieces including a tea pot, cups and saucers, sugar pot and spoons right through to a 39-piece set including items such as egg cups and plates. Each set is available in red, blue, yellow, orange, lemon and pink and come shrink-wrapped for a ‘what you see is what you get’ display.

IMC

IMC is moving into 2009 with numerous extensions to its popular ranges, which will be on show at the International Toy Fair. IMC Toys offers its customers product from I6 leading licences including Ben 10, Power Rangers and Clone Wars for boys, Disney Princess and Barbie for girls and a strong preschool mix encompassing Cars, Dora, Toy Story, Mickey Clubhouse and Winnie the Pooh.

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Other pieces in the range include Serve ‘n’ Play Trolley, Cook Sets and Mini Kitchens. With the onset of summer the firm will introduce a range of water and sand toys including buckets, spades and sandpits. These products and ranges are just a small selection of what’s available from Gowi’s as it offers a range of high quality plastic toys for both boys and girls, including role-play items for preschoolers including push-along vehicles, garages to house them in, road sets and much more.

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Visitors to the show will be able to see a wide cross-section of 173 products that start at low price point musical key-rings and feature electronic role-play musical instruments, walkie talkies, games and arts and craft products. There are also three TV promoted items for 2009; the Power Rangers Intercom Mask, the amazing Mickey Sings and Dance figure and Baxter the remote control Dog.

Redwood are delighted to announce the launch of their new brand of environmentally friendly playing cards. Call Louisa Moger on 020 8311 8888 to place your order.

GreenCards

Recycled Playing Cards printed on paper sourced from sustainable forests

A Better Way to Play

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ToyNews takes you through what the UK trade has to offer as we head towards ExCeL once again for Toy Fair 2009....

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STAND Hive Entertainment J C Games Ltd Cuckoo Ltd My Wonder Ltd Eezee Kricket Artesania Latina The Music Sales Group Ltd Berg Toys Tailten Games Feel Good Friends 1745 Trading Company Mapcargo Int'l Ltd Just Pals NATLL The Wagon Company Ecoboo Kamtronik Games Cushi Tush Sionica Hands in Wax Games & Gadgets NPD Yes! SuperBaby Ltd Micro Scooters Getretro Mental Health Foundation Point Zero Games Streets Ahead Dolls House Art Meets Matter Aardvark Street Surfing Trimex UK Yanki Toys Ltd S & B Art Products Ace Murder Mystery Cambridge Brainbox Sekiguchi Europe B.V. Eurofins Laboratories

EXHIBITOR 1745 Trading Company 8TH Wonder Ltd Aardvark Swift Recruitment Ltd Abysse Corp Sarl Ace Murder Mystery ALF Ltd ta/ Family of Fun Art Meets Matter Ltd Artesania Latina B V Leisure Ltd Bachmann Europe Plc Bandai UK Ltd Barnardos The Bear Factory Berg Toys Bigjigs Toys Ltd Bontempi Comus UK Ltd Born to Play (Martin Yaffe Intl) Brainstorm Ltd Britannia Games Ltd

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EXHIBITOR British Toy & Hobby Association Bureau Veritas CPS Cambridge Brainbox Carta Mundi (UK) Ltd Cassidy Brothers PLC Character Options Cheatwell Games Clementoni Spa Coiledspring Games Corinthian Marketing Ltd Crazee Thingz Ltd - ABC Creativity International Ltd Cuckoo Ltd Cushi Tush David Westnedge Ltd Diamond Comic Distributors Earlybird Toys Ecoboo Ltd Eezee Kricket Inc

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EXHIBITOR Elron Enterprises Ernest The Bear Productions Esdevium Games Ltd Eurofins Laboratories Ltd Feel Good Friends Fiesta Crafts Ltd Flair Leisure Products Plc James Galt & Co Ltd Games and Gadgets Limited GB Eye Ltd Gear for Games Ltd Gelert Ltd Getretro.co.uk Gilbow(Holdings)Ltd Global Brand Factory Ltd Golden Bear Products Ltd Great Gizmos Ltd H Grossman Ltd Halilit

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EXHIBITOR Halsall International Ltd Hands in Wax Hasbro UK Ltd Hive Entertainment Hong Kong Orange Elephant Co Hong Kong TDC House of Marbles Imagination Games Injusa Inspired Gifts & Toys Interplay UK Ltd Intertek Testing Services (Leicester) J C Games Ltd John Crane Ltd Jumbo Games Just Pals Limited Kamtronik Games Ltd KidKraft Theo Klein Ltd

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EXHIBITOR Le Toy Van Ltd Leapfrog Toys (UK) Ltd Learning Resources Ltd Lego UK Company Ltd Mapcargo International Ltd Marbel Limited Marvins Magic Meccano Mediak UK Ltd Meeting Rooms Mega Brands Melissa & Doug LLC Mental Health Foundation Micro Scooters Ltd Modo UK Ltd Music Sales Group Ltd My Wonder Ltd NATLL NPD Group Ltd

STAND SC10 SJ37 SK15 SC60 GH39 SN1 SJ16 SK29 GH108 SA70 SJ59 SJ50 GH82 GH80 SC35 GH11 GH7 GH44 GH75

EXHIBITOR Orchard Toys Padgett Bros (A to Z) Ltd Paladone Products Ltd Paul Lamond Games Ltd Playmobil (UK) Ltd Plum Products Ltd Point Zero Games Ltd Pyramid Posters Ltd Ravensburger Ltd RC2 Re: Creation Group Plc Red Robin Toys Relaxation Zone Richard Edward Limited Robbie Toys Ltd Rolly Toys Russimco Ltd S & B Art Products UK Sakar International

STAND SC46 SA39 SG30 SE20 SA40 SK19 GH84 SM45 SE29 SJ43 SC59 SJ26 SA60 SM39 SA45 SA45 SG36 GH103 SL35

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The Sales Partnership Ltd SK9 Schleich GmbH SJ60 Sekiguchi Europe B.V GH114 Sionica Limited GH70 Smoby Toys UK Limited SL19 Spin Master Toys UK Ltd SG40 Star Images Ltd SA9 Step2 UK Ltd SM19 Street Surfing Ltd GH95 Streets Ahead Dollshouse GH85 Suttons Consumer Products Ltd SH25 syoT Ltd SB35 Tailten Games GH21 The In Thing SE45 The Wagon Company GH48 ToyNews SN2 Toymaster Ltd South Gallery 3 Toyway SJ40 Trimex UK Ltd GH94

EXHIBITOR University Games UK Ltd Upper Deck Europe BV Vivid Imaginations Ltd West Design Products Ltd Wicked Vision Ltd Wilton Bradley Ltd Winning Moves UK Ltd Worlds Apart Ltd Wow Toys Xanadu Games Ltd Yanki Toys Ltd Yes! Superbaby Ltd

STAND SE10 SM59 SN37 SN30 SG49 SK20 SN46 SA20 SF1 SK36 GH99 GH79

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GREENHOUSE & GUIDE INDEX Now in its sixth year, the Greenhouse section is one of the most vibrant and innovative parts of Toy Fair, promoting nearly 40 starts-ups and fledgling companies within the specially-created area....

Greenhouse Exhibitors Exhibitor 1745 Trading Company Ace Murder Mystery Art Meets Matter Artesania Latina Berg Toys Boden Boo Games Cuckoo Ecoboo Eezee Kricket Feel Good Friends

Stand GH31 GH107 GH89 GH9 GH17 GH61 GH18 GH51 GH8 GH30

Exhibitor Games and Gadgets Getretro.co.uk Global Brand Factory Hands in Wax Hive Entertainment Intelligent Retail Just Pals Kamtronik Games Mediak UK Micro Scooters

Stand GH72 GH81 GH56 GH71 GH1 GH100 GH41 GH60 GH108 GH80

Exhibitor Music Sales Group My Wonder Point Zero Games Sionica Street Surfing Streets Ahead Dollshouse Tailten Games The Friendly Alien The Wagon Company Trimex UK

Stand GH11 GH7 GH84 GH70 GH95 GH85 GH21 GH112 GH48 GH94

Page 214 219 188 209 230 226 181 219 230 234 222 204 206 212 200 191 200 222

Exhibitor Lamaze LeapFrog Learning Resources Lego Le Toy Van Marbel Martin Yaffe/Born to Play Marvin's Magic Meccano Mega Brands Melissa and Doug My Wonder NATLL Orchard Toys Padgett Bros Paladone Products Paul Lamond Point Zero Games

Page 212 191 236 186 210 234 201 236 193 182 225 210 218 214 205 233 233 196

Exhibitor Will International Venom Yanki Toys Yes! Superbaby Aardvark Swift Recruitment NPD Group NATLL

Stand GH123 GH73 GH99 GH79 GH90 GH75 GH73

ToyNews Show Guide Index Exhibitor Art Meets Matter Bandai Barnardos Bigjigs Toys Brainstorm Cassidy Brothers Character Options Clementoni Corinthian Creativity International DKL Early Bird Eezee Cricket Esdevium Feel Good Friends Fiesta Crafts Flair GB Eye

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Page 225 176-177 205 229 207 194 181 220 194 217 186 220 196 188 198 218 178-179 230

Exhibitor Gear 4 Games/Underground Toys Getretro.com Golden Bear Great Gizmos Halilit Halsall Hasbro H Grossman Hive Entertainment Imagination Games Inspired Gifts and Toys Interplay James Galt JC Games John Crane Jumbo Games Just Pals Kidkraft

Exhibitor Ravensburger RC2 Re:creation Red Robin Toys Richard Edward Russimco Schleich Sionica Spin Master University Games Upper Deck Vivid Imaginations Wicked Vision Worlds Apart Wow Toys Yes! Superbaby

Page 203 193 185 222 204 209 225 206 197 202 185 182 198 229 202 199

G.I. JOE is a highly trained, classified Special Operations Unit composed of men and women from around the globe. Officially, these warriors don’t even exist. Few know the truth - that G.I. JOE fights a secret war, as the first and last line of defence against forces that seek to plunge our world into chaos. Wherever there’s trouble, G.I. JOE is there. Over 1000 TVR’s

Movie release date: 14th August 2009

Exciting reveal at Hasbro Stand SN19, Toy Fair

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BANDAI

Bandai comes to Toy Fair with another strong line-up including buoyant boys’ property Ben 10 and perennial favourite Power Rangers, now in its 16th year, as well new lines in girls and pre-school. Power Rangers Jungle Fury is the latest incarnation of the boys favourite, taking over from Operation Overdrive. The series is already airing on TV in the UK. The range launched in January and will be spread across the full year, with marketing support also planned. The popular 12.5cm Sound Fury figures feature all of the Power Rangers – Tiger, Shark, Jaguar, Elephant, and Bat – and come equipped with a shock sensor sound feature, which activates the sounds effects as they are played with. Jungle Fury Cheetah Ranger and Evil Space Aliens are also available. In March the Savage Spin Rangers will arrive, with an arm spinning feature activated by

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the dial on the back of the Ranger. The faster it spins, the more the Ranger lights up. The 12.5cm Animalized figures come with battle gear which configures into a weapon. Moving up the range, the 30cm Mega Action Figures feature three interchangeable helmet plates – Ranger, Battlized and Training. Sounds and phrases are activated by a button and each comes with authentic weapons and the Fireball accessories can be combined to make a Super Tiger Weapon. Micro Animal Zord sets include various animal Zords which can be combined to create a vehicle or Megazord. The Strike Rider Animal cycles include three modes of play – cycle mode, attack mode and bite mode. Each is equipped with a missilefiring action and every vehicle comes with a fully poseable action figure. The Thunder Roar Animal vehicles transform from vehicle mode to Zord

mode. Each has a missile-firing option and a Power Rangers figure. The traditional role-play range includes the wrist-held Morpher, the Wolf Ranger Morpher, as well as the Solar Morpher clip-on headset, which features three interchangeable Ranger shields – Red Tiger, Blue Jaguar and Yellow Cheetah. Tiger Battle Claws are also new and feature motion-activated sound effects. Completing the role-play range are the Jungle Tonfah Staff with Shock Sensor and sounds and the Claw Cannon Air Blaster, which is released in March. The top of the range figures are the Transforming Beast Master Megazord which features five animal Zords, which can be combined to make the Beast Master Megazord. The Jungle Pride Megazord combines the Tiger, Jaguar and Cheetah Fury Zords. The Zord tails can be attached to make a spinning weapon for the Megazord.

Lastly, the Deluxe Jungle Master Megazord is the top of the range item and can throw a Swinging Thunder punch and use its spinning arms to move across any flat surface. Ben 10 Alien Force is the next chapter in the Ben 10 story and moves the plot on five years, with Ben able to transform himself into a new bunch of aliens as he searches for his missing grandfather. Some 26 episodes of the new show will be shown on Cartoon Network from February. New lines include the Alien Creation figure sets. Each set contains two 6.5cm figures, an alien key and a recipe card. Aliens can be mixed and matched to create new creatures. Also available are 10cm figures which come with a card and a transparent minifigure. The Deluxe Alien Collection each comes with an individual feature (such as Brain Storm’s mouldable brain). The 15cm DNA Alien Figures each have a unique battle feature:

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Planetary Powder can be added to Swampfire to make him ooze goo; Chromastone is transparent, with a liquid arm; Humungous has flexing muscles and a jaw opening action. The 20cm Alien Action Figures are two toys in one. The Humungosaur transforms into a DNA missile launcher, while Jet Ray can be launched like a glider. There’s also a range of stretch aliens including Swampfire, Waybig and Humungosaur. Alien vehicles are also available, as is Kevin Levin’s Action Cruiser, which features DNA alien capsules filled with Planetary Powder. Hero item is the Alien Creation Chamber, which can be used with the 6.5cm figures to create new alien combinations with a twist of chamber dial. New Omnitrix items include the Omnitrix Projector, which projects the selected alien onto a surface, and the Ultimate Omnitrix which can be used in conjunction with the transparent

figures from the 10cm figure range to create a light-up transforming effect. In the standard Ben 10 range, the Deluxe Omnitrix becomes available from May. The newest Tamagotchi version is Music Star, which sees the electronic pets nurtured to become pop-stars. They can choose their instruments, attend auditions, perform and even marry other band members. The launch will be backed with a new online environment, eyecatching fresh packaging and each Tamagotchi comes with a plectrumstyle chain charm. Star Friends are a range of new 36cm function dolls with realistic features and virtual pet-type interaction. They are available with a complete range of accessories including a stroller, bed and additional outfits. The virtual pet that comes with each doll can be used to help sooth or entertain.

Key for tweens are a new range of mini-dolls and play-sets which open to reveal different themes. The dolls’ bodies and outfits can be mixed and matched. Each doll comes with a key used to unlock the different themed playsets. The line includes Adventure World dolls and Princess World, plus Small Adventure World and Small Princess World sets. Lastly, Harumika is a new girls fashion concept which allows girls to create fashion design on special mannequins, out of any type of fabric. Each set contains two mannequins and a variety of fabrics and accessories including stickers, flowers and ribbons. The range launches in May.

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FLAIR

Toy Fair 2009 will see Flair step up to the mark with its new creative play ranges reinforcing the company’s position in the sector, whilst heritage brands and new concepts, including a collection of feature dolls, should open up further horizons. One new product in the world of girls’ creative play is Wammy. This is the patented, tactile new toy from Japan that allows a girl to make whatever she wants using multicoloured common-shaped pieces. Each soft, pliable piece can be flexed and connected in a variety of ways to create anything from small, cute models of animals to huge themed scenes. There are many sized kits to

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collect, from themed packs of 18 pieces to a bumper 200-piece set. Each set contains pastel-coloured Wammy pieces, plus detailed instructions showing project ideas to get a girl started, but once she has the Wammy habit a girl’s imagination will be the only limit. Wammy will be supported by a massive TV campaign plus covermounts, point of sale materials and in-store demo DVD. Disney licensed creative play sets featuring Hannah Montana, High School Musical and Disney Princess are also high on the agenda with a completely new range. Each set has been designed to incorporate key features from each licence, such as

the Fairytale Beadazzles, a kit that takes its inspiration from sun-catchers to create a bejewelled tiara, wand and looking glass. Brand new for Flair this year is a range of feature dolls that has already sold well in Italy, France and Spain. The Cicciobello Love & Care doll is unlike most others on the market as it’s a boy doll with a nurturing play pattern. The doll is fully interactive and responds to tender loving care. When he cries his cheeks glow and it’s time to take his temperature with the ear thermometer. The play pattern is random and the girl has to decide whether he is hungry or thirsty, or if he is unwell. By testing whether it’s his

bottle of juice, milk or medicine needed, or maybe an injection that is required, she will find a way to make him well again and help him settle down to a restful sleep. Flair’s Sylvanian Families will continue to be a huge part of the company’s portfolio with new themes and play-sets for spring and autumn 2009. Early in the year the Village Square, with its Applewood Department Store, will be introduced together with a retro-styled Caravan, perfect for towing behind the very popular Family Car. Then, for autumn, a new mode of transport in the form of the Sylvanian Families Pleasure Boat will be added together with further

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Village Square play-sets and a new mid-price family home called Babblebrook Manor. For boys, the Gormiti collection will continue to grow. Series 2 has just been launched with a new range of collectable 3D figures and play-sets including the rock shaped Cavern of Roscamar play-set, home to the People of the Earth, featuring moving platforms, hiding places and a working catapult. For spring, thereâ&#x20AC;&#x2122;s the Lords of the Tribes 5 Figure Box Set which makes the perfect gift for the Gormiti collector, while Gormiti Magic Eggs have exclusive figures from Series 2 buried deep within them.

Also, Magnetic 12cm Figures and the fully poseable 22cm Light and Sound Figures will add a new dimension to the brand. Continual development will see an entirely new collection arrive for autumn when the Gormiti Atomic range is launched with more collectable 3D figures and play-sets. This series comes with special features such as glow in the dark, colour changing and transparent properties. Also supporting the range will be a new outdoor toy in the form of a Gormiti lightweight scooter and, entering the electronics market, a mini Gormiti LCD game at pocket money prices. Gormiti will be supported

throughout the year by heavyweight TV advertising and continual PR including covermounts, advertorials and consumer competitions. Last, but not least, is a new boysâ&#x20AC;&#x2122; concept that will satisfy those with a need for speed. GX Racers is a new brand of track cars. Designed around the power of the gyro, these 1:64 scale cars have patented techonology, achieving extreme speed and performing stunts. Interchangeable, stylised speed and stunt gyros will drive collectability. New play-sets, focusing on speed or stunts, at different pricepoints will be available from autumn, all of which will have solid TV support.

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HASBRO

For boys, the three big blockbusters of the year are the long awaited live action GI Joe movie; the second Transformers film – Revenge of the

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Fallen; and Wolverine, a prequel to the popular X-Men trilogy. Each film will be supported with a wide selection of figures, vehicles and role-play toys,

such as the Wolverine Battle Claw that includes retractable claws and sound effects, and an all new Transformers voice changer helmet. Next year will see the continued support for the Star Wars: Clone Wars animated series that will continue to be shown on Sky Movies into 2009, and then transfers to the Cartoon Network in February. Fans of the series can get their hands on more of their favourite characters and vehicles, including the Turbo Tank hero product. There will also be new figures from the Build a Droid and Legends ranges, as well as an six-inch remote controlled R2D2 that includes a 360-degree spinning head. The girls range will have two strong reinventions – Strawberry Shortcake and My Little Pony. Strawberry Shortcake returns with a totally new look and the range will include strawberry scented figures, play-sets and mini plushes. My Little Pony will also be getting an update and the introduction of a new range, the Newborn Cuties, that are a smaller version of the popular Newborn range. The main figures are set to have more distinctive figures, with slimmer frames, larger eyes and more defined feet. The pre-school sector sees the return of the Care Bears.

CHARACTER OPTIONS

Character Options will launch a host of new products at Toy Fair, across both existing and new licences and brands. The major launch for 2009 is the highly detailed HM Forces range, which covers all three of the armed forces in both figures and vehicles. This will be supported by Character’s

TOY FAIR 2009

Available from autumn, the key focus are the plushes, with six core characters that will include light-up bellies. The Big Hug Bear is set for release for the end of the year with other characters due in 2010. In games, Hasbro will be bringing out new variations of some all-time favourites – Connect 4, Battleship, Trivial Pursuit and Cranium. The new Connect 4 includes a ‘pop-out’ option in the bottom so players can either start with a full grid and pop-out checkers to win, or pop-out opponent’s checkers. Battleship Reinvention introduces a hexagonal battlefield as a vertical design brings the game to a different level. With the latest version of Trivial Pursuit, player’s moves are judged by the difficulty level of their questions, so if they answer a level six question they move six spaces. Cranium, which was acquired by Hasbro in 2008, returns with new questions and two additional games – family and junior. Collectables will also be big for Hasbro in 2009 with 300 additional animals being added to the Littlest Pet Shop range, including the new Deco Pets that can be personalised with gems, stickers and glitters. The major collectables range for boys will be the Super Hero Squad Marvel Universe figures and Star Wars Galactic Heroes.

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most comprehensive marketing launch to date. The Scooby Doo range has been refreshed and the collectible range of Mystery Mates is being launched. The range consists of 24 figures sold in packs of two, with a good and a bad guy in each. There are also additional

new vehicles to go with the figures, along with the Mystery Mansion. Dork Hunters from Outer Space is based on the popular GMTV series. The range consists of all seven main characters as five-inch action figures, with accessories, stink blasters and scratch and sniff stickers.

The range also includes Eddie’s Car and a Dork Detector. Terminator Salvation is one of the biggest film licences for the next year. The Playmates range includes 3¾ inch, sixinch and ten-inch figures, role-play items, the Deluxe T600 Fist and a Terminator Voice Changer Mask. Disney plays a major part in the girls’ range with a new Hannah Montana series of audio and electronic lines including guitars, keyboards and microphone and stand sets. The High School Musical range includes the activity products of Hop-It Skip-It and Hoola hoop alongside a range of audio electronic and fashion items. The Disney Princess line-up includes a great range of Mini Princesses and play-sets. There is also a range of Snow White toys including a styling head and a new Wedding carriage. Also launching is the new Let’s Cook brand. Building from the awardwinning Cupcake Maker, there will be a new Cake Bakery and Sweet range. Additionally there is the healthy Fruit Factory for making smoothies, shakes and lollies. Joining the pre-school portfolio is the new Postman Pat SDS range. This has been developed around the new Special Delivery Service series. The new range includes figures, vehicles and building playsets. The vehicles include a Special Delivery van and a helicopter. In plush there is a range of eight-inch figures and a 12-inch Pilot Pat Talking Plush.

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MEGA BRANDS

MagNext is the firm’s lead product for this year. Must-have additions to this multi award-winning range include new System Assortments Tube, Deluxe, Ultimate and Tricks assortments with free ideas booklets boasting a range of build ideas. The System Ultimate Vehicle set sees the introduction of ‘Jack’, the new MagNext figure.

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For girls, MagNext Creations delivers new themes, play patterns, colours and graphics, including new sets such as the Core, Tube, Deluxe and Ultimate, offering girly build ideas, plus special parts to allow for decorative finishing touches. MagNexts’ iPark is a magnetic amusement park. New to the range is the Furious Wheel, which is a magnetic

Ferris wheel with a number of lighting effects. The iCoaster features 20 extreme build options, new stunts, a light effect magnetic elevator and MP3 compatibility. Battle Strikers is the very first battling top that does not require a string or ripcord to rip into battling action. Using the power of magnetic attraction, the ‘Turbo Launcher’

VIVID IMAGINATIONS

SN37 The year begins with strong TV and movie boy-oriented licences. Monsters vs Aliens launches in April with an action figure toy line, while the Dinosaur King range will start shipping and TV-promoting in February. Elsewhere for boys, 2009 sees more WWE figure series and play-sets with TV advertising. GX Racers is a new mini vehicle line that uses gyro technology to enable vehicles to do racing stunts. The range will be TV-advertised from August onwards. Girls toys are key for 2009. Toys and electronic lines for tween series iCarly will launch in July with TV advertising. Vivid’s High School Musical tween electronics will expand to coincide with the planned launch of the fourth movie in the autumn. Vivid has two new contenders in the large doll market. PJ Sparkles, a hit back in the ‘80s, is re-launched with enhanced features, while Baby Sweet Touch is a feature doll also being TV-supported from September. Lucky Bee-Bee is a new girls collectable range targeted at ages six to tweens. This year, the brand will be TV-promoted in spring and autumn, retailing at sub-£20. A full line of plush

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(controller) will let kids battle it out, mixing and matching the four ‘modes’ of battle with the 16 individual designs. Streetz is the first construction system to feature Mega’s new Touch Command technology, bringing micro-sized vehicles to life through the power of a child’s hand. Realistic urban street scenes packed full of stunts and tricks can be built up using the Streetz Stunt Series. Additional stunt combinations and dramatic tricks can be created with the Streetz Advanced Series, Marvel Stunt Studios and Police Chase sets. There are also new additions to the core Mega Bloks range. The Scoop and Dump Truck, 2-in-1 Rescue Fire Station and 2-in-1 Learn to Recycle Truck are sturdy freewheeling trucks that provide open-ended role-play fun. The Fire and Recycle trucks easily convert into a fire station or recycle centre for added play value. Perfect for small hands with big imaginations is the new 3-in-1 Build-a-Town Table. Including 20 blocks, building plates, decorated wall-plates, a car and fun figure for imaginative building and fun play, it can also be folded away for easy storage and transporting. New licences will also be announced for 2009, including In the Night Garden, Wonder Pets and Yo Gabba Gabba.

toys from the CBBC hit show The Owl will also be launched in spring. Moving on, and Crayola will be supported by a record ten TV campaigns across the year. New introductions include Colour Me A Song, Crazy Croc, 3-in-1 Sticker Machine, Spinaroo Magic Colour and Glow Station. Pre-school is now Vivid’s largest category thanks to Fifi & the Flowertots, Roary the Racing Car, Winnie The Pooh and i-Teddy. New for this summer is Timmy Time from Aardman Animations. Fifi will enjoy six TV campaigns, while new for the Roary collection this year are 12 new lines with six TV-advertised items across the range. i-Teddy 2.0 will also launch with new high definition screen, greater memory, new styling and more embedded games. My Pet Monster was a hit in the ‘90s with its boys pre-school plush positioning. In 1991 it retailed for £29.99 and this year Vivid will relaunch with additional talking feature plush for £24.99. This year sees the introduction of a new TV-advertised dual blaster set. RDoggee is a high-tech interactive, street rapping, joke telling pet dog targeted at boys aged four plus. Guitar Blast, available in July and TV-advertised from September, is a game-based high-tech guitar that teaches classic rock guitar riffs and scores their performance.

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RE:CREATION

Just before Christmas, it was announced that the company was going to handle Popco toy brands in the UK, Ireland and Europe through 2010, in a deal that will see the firm handling the toys for the next Harry Potter film. No sooner had the dust settled on that news, Re:Creation was appointed as UK distribution partner for Sprig

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Toys, commencing with the Sprig Adventure Series. Elsewhere, jOG is a Wii product where each character only moves when you do. The Nano Scooter is the smallest ever folding scooter. Razor is the leading global brand in wheeled action sports-based product and the brandâ&#x20AC;&#x2122;s RipStik product was named Toy of the Year in the US last year.

A national 14-week TV campaign running periodically from the end of July through to Christmas will target children aged eight to 14. Skeleflex, the construction system that comes to life, will be the subject of a full-year national TV campaign running periodically from January to Christmas primarily aimed at boys aged four to nine.

UPPER DECK

Chop Socky Chooks is a range of merchandise based on the Cartoon Network show, while Zeebeez will have a full year national TV campaign. Disney Consumer Electronics represents a major opportunity for Re:Creation, while there is a new Stylophone variation in the shape of Beat Box and H2Go is a water powered remote control car.

SM59 2009 will see Upper Deck not only launch a range of new products, but also launch into a range of new categories. For the first time, the company will be showcasing a line of innovative pre-school products, starting with a moving puzzle called Scrolly. The totally selfcontained puzzle for children aged three-plus years has seven different puzzles to create. Scrolly will launch Europe-wide from March featuring Disney licences. Upper Deck will then extend its pre-school range with Kikaboo, a twist on a classic memory game featuring cards and a 3D element of figurines. Thereâ&#x20AC;&#x2122;s also a new creative play product from Upper Deck called

Spongi and a sound-based toy called Crazy Soundz. In addition to pre-school, it will also be showing its first ever range of toys, including the latest toy lines for Yu-Gi-Oh! 5Ds. Other Upper Deck products tipped to be hot for 2009 include the Dinosaur King Trading Card Game, based on the top rated TV series of the same name, and the brand new Huntik Trading Card Game based on the new TV series Huntik Secrets & Seekers, which has been running on Jetix from January. The Huntik Trading Card Game will be launched in March 2009, featuring 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.

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LEGO

Lego’s core ranges for 2009 are City, Bionicle, Star Wars and the all-new Power Miners, all supported with ‘big bang’ marketing. Power Miners is a conflictorientated fantasy play-theme for boys aged seven to nine. The range is based on miners who find a map leading to a portal taking them deep into earth, where they realise the crystals they are mining are crystal rock monsters. Vehicles, rock

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monsters and combination models make up the range, including the Stone Chopper, Mine Mech, Granite Grinder, Claw Digger, Crystal Sweeper and Thunder Driller. A new construction theme launched for City last month and, in March, a Farm theme will be added with Police and Rescue remaining core. In construction, building on the success of its power items, the firm will launch the Dozer.

Also launched last month were the Crane and Construction Site play-set. Other new SKUs include mini-figure collections and a Loader and Dumper. The Farm playset arrives in March, supported by TV. Other products include a Horse Trailer and Harvester. Bionicle returns with a refreshed style, new storylines, a DVD release and a new location. In September, Universal will release the DVD Bionicle: Where Legends Are Made.

DKL

DKL is the UK distributor of Corolle Dolls, Wonderworld Wooden Toys, Hama Beads, Viking Plastic Toys and Uniset and has plenty to show.

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Some 13 SKUs launched in January including Agori, Glatorian, Fero and Skirmax. Ten more will hit shelves before the DVD in August with further TV activity. To mark Lego and Star Wars moving into their tenth anniversary year together, six new SKUs were unveiled in January, including the Clone Walker Battle Pack and the Republic Attack Shuttle. A further six items will arrive in August.

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Corolle offers a range of premium quality dolls for babies through to preteens. Originating from France, they are steeped in French tradition and

come with an array of fashions and accessories. This year Corolle has expanded its collection with new dolls for every age range. New to Babicorolle for infants from birth-plus are both small and large rag dolls. There are also additions to the Mon Premier Range of dolls for 18 months-plus. New Calin Dolls, Calin Cheerful Lavender, a re-vamped Calin Darling and more are also planned. Tidoo Dolls will see new packaging that will emphasise the bathing benefit. They too have new dolls such as Tidoo Graceful and Tidoo Bright. New to the Les Classiques range is the Marie Doll, 42cm interactive doll that speaks six languages. Wonderworld and softwood toys also has plenty of new products launching this year. The success achieved with the Eco House and Eco Games has led to additions of further Eco products such as the Eco Town Game. The new two storey Modern House has all rooms equipped with modern-looking furniture and a set of three family dolls. A favourite on display at the DKL stand will be Hama beads. The product continues to offer the largest range of bead craft kits, including generic and top Disney licences. Hama has a large range of accessories, various assortments of coloured beads, pegboards and design booklets.

They are totally safe and can be played with either individually or with a group of friends. New to the large gift sets are Disney Cars and Woodland Friends. Also available now are the new Lacing sets. These add a new dimension to Hama. A new pack dispenser is due in 2009, plus a raft of special offers. Wall-E and Disney Princess are just two of the new licences that Uniset’s flagship range, Magic Stickers, will be heralding at Toy Fair. Magic Stickers are travel sets aimed at keeping children on the move entertained. Each Magic Stickers set comprises a pictorial background on to which transferable stickers are placed to create a scene that can be simply changed by peeling the stickers off and moving elsewhere. Uniset currently has licences for popular television and film characters including Thomas The Tank Engine, Barbie, Spider-man, My Little Pony and those under the umbrellas of Disney and Warner Brothers. DKL accepts that its responsibility is to not only distribute these great brands, but also to offer customers comprehensive marketing and sales support, and to maintain a good level of brand awareness. To this end, their products can be seen regularly featured in high profile consumer marketing campaigns. Also, Hama will be on television over Easter.

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GOLDEN BEAR

Golden Bear launches its brand new In the Night Garden nursery collection this year. The company has been awarded the nursery licence for the phenomenally successful pre-school brand and its new range will be targeted at babies aged from six to 18months old. The collection will include a combination of fabric and plastic

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products, all based on characters such as Iggle Piggle and Daisy, as well as the imaginative graphics from the programme. The nursery items comprise of travel toys, teethers and activity toys and include the Upsy Daisy and Iggle Piggle Tinkle Chimes, Tombliboos Twist and Play Toys and an In the Night Garden Travel Mobile.

The introduction of the My 1st JCB range in 2008 went very well for Golden Bear. For 2009 the collection will be extended to include more lines of various construction vehicles, including Mini JCB Pull Backs based on the existing characters Joey JCB, Larry Loadall, Doug Dumptruck and Rex Roller. New character vehicles will also

ESDEVIUM

Pokémon continues to be key for Esdevium, with a new release of decks and boosters every four months, hitting a range of price points from pocket money to gift prices. Meanwhile, joining the evergreen in the trading card game category this year is Chaotic. The game is based upon a TV series of the same name and allows users to link online using the code found on

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be launched including Freddie Fast track, Elvis Excavator and a Talking Max – the fastest diesel car in the world. The successful Peppa Pig range will be extended to include new wooden products. Based on Peppa and her family, the wooden range will reflect story themes from the animation such as Grandpa Pig’s Boat and his train. All items will enhance a child’s development skills. The Thomas and Friends range will continue to be available throughout 2009, and the range includes the new character Victor. The Talking Thomas & Friends range remains in the top preschool licensed vehicles. Golden Bear will also launch a diverse collection of Shaun the Sheep gifts at Toy Fair which will complement the existing toy range. The collection will feature a range of Shaun Plush with message t shirts, aprons, ear and hand muff, CD and mobile phone holders, mouse mats and car accessories. The appeal of this Aardman character extends to tween, teens and adults alike and the 2009 ranges will reflect this, with products aimed at the wider audience to maximise sales In addition, the Charlie and Lola collection will be extended to include new plush items, as well as the introduction of Sizzles the Dog.

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each card, enabling them to play the game for free with other collectors across the world. Elsewhere, Esdevium is also a main distributor of a diverse range of collectibles, which grows annually and includes Upper Deck, Topps, Wizards of the Coast, Match Attax and many more. In order to appeal to a wider range of retailers, many companies are also now looking to develop items

specific to the toy trade, including collectors’ tins and games, which will enhance the offering of the products. Late in 2008, Esdevium signed a deal for the distribution of a children’s games company. Rocket’s portfolio includes heritage board games including Blow Football, Mousie Mousie, Tell Me Quiz, Multipuzzle, Floundering and Car Capers with larger boxes such as

Coppit, Misfits, The House That Jack Built and Flying Hats. The final main string to Esdevium’s bow is the specialist game sector. Axis Allies is introducing a 50th anniversary edition to celebrate the key milestone. World of Warcraft will introduce licensed versions including a Lord of the Rings game. Catan, Carcassonne and Ticket to Ride also continue to sell steadily.

SHOW GUIDE

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JUMBO GAMES

Jumbo Games will have many new developments at Toy Fair 2009. The Wasgij brand, which has to date sold over 2.3 million units in the UK, undergoes a refresh. The packaging has been redesigned to strengthen the communication of the brand to the end consumer and new box sizes have also been developed for different distribution channels. The Falcon Deluxe brand has also undergone a makeover with new pack

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colours, new images and additional piece counts. Furthermore, a new brand of decade puzzles is also being introduced bringing the best from the ‘50s, ‘60s and ‘70s. The children’s puzzle category has also been strengthened this year with new licensed properties including the new Mr Men Show and Fireman Sam (in his latest CGI format), plus properties with a proven and strong heritage such as the Teletubbies.

Jumbo will also be unveiling a range of new developments for its successful pre-school Peppa Pig range. New products include a story puzzle, a new, larger floor puzzle and many refreshes within the existing line. There is even a new electronic game within the range called Tumble & Spin. With music and sounds from the TV animation, children will be able to help Peppa Pig find all of her friends in this game of hide and seek.

There will also be new ranges of games to grow the line that features hit games such as the Disney Princess Magic Mirror game. The new introductions feature some of the most established kids and tweens properties including Peppa Pig, Mr Men, Power Rangers and Hannah Montana. There are also developments for Stratego, including an all-new version based on the high profile Clone Wars property.

SJ37 In the learning toys category there’s a new range of products featuring the friendly dog character, Scout, first seen on ClickStart My First Computer. There’s an eponymous plush dog which can be programmed with personalised, downloadable educational content, for example, songs and games including a child’s name and favourite colours. Also available will be an on-thego phonics tablet, a PDA that introduces early maths, time-telling and letters and a writing product that teaches letter formation through gameplay. In the reading category, where the launch of Tag was the big event for Christmas 2008, the new news is in the licences that will expand the product’s library of interactive books. The library will be more than double its 2008 size by the end of the year and will feature some of the best performing licences for boys and girls aged four to eight. In the educational gaming category, Leapster2, the connected educational gaming handheld will be further enhanced with a range of additional online elements including more rewards (certificate, activities and game downloads) and five more software titles featuring licensed characters.

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SHOW GUIDE

MECCANO

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SK29 Visitors to Toy Fair 2009 will see the first UK appearance of Meccano’s Spykee Navigator, the latest robot to grace the Spykee Robot family. This follows the successful launch of Spykee the Spy Robot. The next item to be released from the seven-strong range is Spykee Mini Vox, a voice-controlled robot, which has eight voice orders including: movement, dance and attack. His inbuilt sound and light system activate as he whizzes about to voice commands on his speedy wheels. Mini Vox’s arms and legs can be positioned into different poses and he makes multicolour facial expressions. The Spykee range is suitable for seven years and over. Also new to the UK market are Micro Kits, which make an ideal counter display product at the pocket money price of £3.99. Four metal models – a bi-plane, racer, helicopter and F1 car – are offered to retail as a 12-piece assortment together with a counter display unit. Suitable for eight-plus. Also new is the Metal Robot Assortment, which offers sets to build small and large robots within the sixstrong range. All pieces of the set are packed in a tin and the robots are easy to build and are suitable for children age eight and over.

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Flexible metal and metallic paint feature in the Design Vehicle construction sets, suitable for boys aged eight and over. The new Design R/C Concept Car, which contains parts to build three vehicles, is set for release next year. The pack includes a remote control with all functions: forward, rear, left and right and is packaged in a flip-top box. For children with a passion for the fast and furious, there is the Tuning R/C Carbon Style Car (£39.99), which uses a nuts and bolts construction system based upon new and innovative parts in flexible metal for children eight and over. The set comes with a full remote control system, parts to construct three models and colourful stickers to allow the child to customise their racing car. Sue Barratt, country manager for Meccano Toys UK, said: “2009 is an exciting year for Meccano. The ranges are becoming more and more progressive, whist continuing to maintain our construction roots. “Spykee has been a huge success this year – we look forward to the release of the other robots throughout next year. The new Micro and Robot kits are great introduction to Meccano and the careful price point selection offers great value to the customer and retailer too.”

SJ43 The Mrs Goodbee house launched into ELC and independents last year and will roll out to all retailers this year. RC2 has added refreshments to the Family and Friends collection this month, with another to launch in May. Two new SKUs will be added to Special Moments in July. The firm will add a new Happy Camper line to the Caring Corners brand in July, focusing on the Great Outdoors. The hero product for the range will be the Happy Camper itself – a camper van which opens up to unveil an intricate interior with 100 activities, sounds and words. The rest of the Happy Camper range includes the Family and Friends assortment – a figure with an accessory, such as Nature Walk, which includes Dad and a dog. Fun Times Assortment will launch with two themes, Keep Nature Green and Picnic in Paradise, which include figures, animals and accessories. The Happy Camper Special Moments assortment will feature two sets, including Caring for Critters and Backroads Biking. The range was supported by 400 TVRs in 2008 and a similar campaign is set to run through 2009, with advertising planned for March and April and then again in Q4. Thomas & Friends will see 22 new lines and six new characters this year. Highlights include a new carry case, a water tower figure-of-eight track and

Wellsworth Station, complete with lights and sounds. The cherry on the cake is Knapford Rail Express, featuring lights and sounds, a flip-up mail car and a Thomas figure. Knapford will be promoted with a 20-second advert in H2, with 600-650 TVRs planned. The Thomas and Friends Wooden Railway series will see eight new and three relaunched characters and a ‘Happy Birthday’ Thomas Gift Pack. At Easter, a new Thomas and Rosie 17-piece set will be launched with TV support. In the second half, the hero line will be the Thomas-saurus Rex Set with figure-of-eight track and a T-Rex tunnel. The set will be supported with 650 TVRs in Q4. The Wooden Railway range has also enjoyed a packaging redesign with window panels and ‘Great Value’ flashes. On the play-sets, images of the contents are exploded on the side of the box giving a clearer idea of what is included. Retailers will be supplied with yearbooks and in-store support, but the greatest benefit is likely to be the price, which remains static. The evergreen Britains range appeals to children and adults alike. The latest line-up, launched last August, is Big Farm, a 1:16 scale plastic collection developed to hit a younger age bracket. Six products will be added to the range in 2009, including a John Deere 4WD tractor and a Chevrolet pick-up.

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CASSIDY BROTHERS

SC09 New for 2009 will be a number of Casdon Classic creations, including the Postman Pat Steering Wheel, which simulates driving the new Special Delivery Service van. The wheel features Pat’s voice and realistic sound effects including a horn, revving engine, gear changes and braking. Flashing indicators and the catchy Special Delivery Service theme tune complete the interactive package. The George Foreman Toy Grill is also being unveiled, a toy version of the famous grilling machine, which includes an imitation side hot plate and features realistic sizzling sounds and various pieces of play food. The real grills are known for draining fat from the food as it cooks and this functionality is simulated by the child pressing a large button and water dripping into the tray below.

CORINTHIAN

Following a busy year with In My Pocket, Corinthian is now ready to canter into 2009 with the introduction of Pony In My Pocket and a host of new additions to the existing Puppy and Jungle ranges. In My Pocket fans have been keen to see a horse theme included in the range of collectables, so the launch of Pony In My Pocket will no doubt prove to be popular. With a variety of figure

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packs starting at £3.99, and three new Pony themed playsets from £11.99, the young collectors are going to have plenty of choice at pocket money prices. Puppy and Jungle In My Pocket are also undergoing a refresh in 2009, as Corinthian looks to add more play value to the collectables offering. Following the success of the Dalmatian babies with colour changing

nappies in the Pocketville Hospital playset, this feature is now being rolled out in the Mum & Babies packs so girls can see if their newborns are boys or girls. In addition, there are now Super Furry double flocked Puppies and Jungle animals in selected blister types with ‘try me’ packaging, so children can feel how soft and fuzzy the figures are to touch.

Also new to the world of In My Pocket playsets is the Puppy Ski Lodge, Puppy Dreamhouse, Elephant Hut and Koala Hut, which all come with exclusive figures and start from just £11.99. Corinthian will also be showcasing its latest confectionery lines at Toy Fair this year, alongside some new developments for its other key licences, including Disney and Ben 10.

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POINT ZERO GAMES

The company’s first product is Army Of Zero – a card and dice game in which two players pit their team of warriors against each other. Players use their judgement to pick the right character to use at the right time, and second-guess their

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opponent to choose when to attack and when to defend. The game is designed to be quick and easy to learn and play, encouraging children and their parents to play together. The game’s unusual feature is that the deck of eighty-four character cards

hides a series of puzzles. The person who submits the best solution before the closing date will win a cash prize. The puzzles are aimed at older children and adults, making the product one that appeals to a wide range of consumers.

EEZEE KRICKET

From Barbados, the Caribbean island that produced Sir Garfield Sobers, the greatest cricketer the world has arguably ever known, comes the international award-winning cricket trivia board game EeZee Kricket – the teaching, learning game. An educational family game for age eight to adult, it comes with easy and

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The game is supported by a community-based website, which works by encouraging players to become engaged with the game characters and to use their creativity to contribute to the background of the game.

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more challenging questions, and players can add their own commentary as the game progresses. Eezee Kricket captures all the nuances of the limited overs game in a handy, portable kit. Before the game begins, competing teams agree the number of overs. Bowling an over is simulated by throwing a dice six times,

and as the batsman moves around the board depending on the throw of the dice, runs and extras are scored and a batsman may lose his wicket by landing on an “OUT’ (Bowl, Caught, LBW, etc) square. When this event occurs, the batsman is required to answer a cricket trivia question. If the batsman answers the question

correctly the score is incremented by one. If the batsman fails to answer the trivia question he loses his wicket. Competing teams bowl overs on an alternate basis to maximize strategy and fun. At the end of the agreed number of overs, the team with the highest score wins the game.

SHOW GUIDE SPIN MASTER

Spin Master has plenty on display this year including Bakugan, which will be a major range on show. The strategic move for the brand will be to focus on new SKUs which convert collectors into gamers while highlighting special attack features, strategy and skill. The extended range will include large Deka Bakugan, card boosters, collectors cases and accessories. Bakugan will be supported with a major marketing campaign and a new series of the cartoon is scheduled for spring on Cartoon Network. Moon Sand more than doubled its market share in 2008, making it the number four biggest property in arts and crafts (according to NPD data, Oct YTD). The 2009 range will include new play-sets aimed at girls and boys and will have an increased TV campaign supporting three SKUs, which will kick off in spring with TV support for Cement City and Ponies, followed by Amusement Park in Autumn. Following from Spin Master’s success as the fastest growing supplier in arts and crafts, it will also be launching Bendaroos and Paperoni into the category. Bendaroos is aimed at boys and girls aged five to nine years. These are flexible sticks available in rainbow, neon or glow in the dark, and adhere to paper, windows and walls, but lift away for play and hold their shape. Bendaroos offer open-ended play at a range of price points and will be backed by TV, PR and a sampling campaign. Paperoni is a paper creation activity which lets kids design, build, display and even wear their own 2D and 3D paper creations without heating, gluing or mess. The range will be supported by TV and print advertising, PR and an in-store merchandising programme.

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Air Hogs continues to develop its core range of flying toys and R/C vehicles with a 25 per cent growth in consumer sales (NPD Oct YTD) is number two in the R/C vehicle market. Air Hogs celebrates ten years in Flying Toys this year and has achieved its success by constantly

launching product backed by its consumer helpline. Zero Gravity Micro continues into 2009 with a selection of new decals and frequencies. TV adverts return to our screens at Easter. Yo Gabba Gabba makes its national UK launch of characters, vehicles and Groovin’ Guitar in spring. The main feature of the range are interactive music and dance toys which not only appeal to kids, but have established a cult following with DJs (Scott Mills – Radio 1), celebrities (Jack Black) and adults alike. The range will be extended in the autumn with the addition of a number of entry priced puzzles, card games and the ultimate TV advertised Dancing Brobee to support the character show on Nick Jnr. Tech Deck will see a selection of new skateparks launched during the year along with continually updated graphics across the boards. A new range for extreme sports fans will be Flick Trix – miniature, authentic replicas of BMX bikes with working parts for ‘riding’ and performing jumps, spins and cool tricks.

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WICKED VISION

Known for launching new products into the UK toy, sports and gadget markets, Wicked Vision is debuting its 2009 range at this year’s Toy Fair with an all-new stand on show. First up is Rangs Magic, a range of accurate and versatile sports boomerangs. One of the biggest

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selling range of boomerangs in the world and manufactured in the UK, they are even exported back to Australia. The Wicked range of sports toys will also be on show. The line-up features eye-catching packaging and creative designs and has a number of new

products for 2009. The Funkix series, the first intelligent, high-tech footbags based on the Hacky Sack (an international craze during the ‘80s), will also be on display. Additionally, the firm has acquired the UK distribution of two new lines. Goplay is a magnetic travel games

range, offering classic games updated with a contemporary twist, including Snakes and Ladders, Car Racing, Bingo, and Football. The firm will also be distributing Duncan Yoyos in 2009.

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With a small but unique range of Feel Good products for children aimed at building confidence and self esteem, the company’s main product is the board game Feel Good Faces, which recently won silver at the annual Good Toy Awards. A family game that helps children to build positive beliefs and explore different feelings, Feel Good Faces is non-competitive so there are no losers just lots of sharing and caring. Children act out different feelings, answer questions on what they are good at and why they are special and carry out tasks while turning the characters’ faces from sad to happy. Feel Good Friends are four multicultural characters which feature in all Feel Good Friends products: Tiggy Tutu, Roly Rainbow, Pippin Pocket and Betty Brightstar. They each help children in a different way to feel good about themselves and their world.

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SHOW GUIDE YES! SUPERBABY

Finalist at the Nursery World Awards and Winner of the Practical Pre-School Awards, Yes! SuperBaby is a UK toy company exhibiting for the first time at Toy Fair 2009. Yes! SuperBaby’s Miracle Scarf and Band encourage little ones to discover their mobility and explore their senses, combining play with educational benefits to bring parent and child closer. “We already export our innovative infant toys to nine

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countries, so it is time to start exhibiting at the London and Nuremberg Toy Fairs,” explained Susanne Chishti, director of Yes! SuperBaby. “Our products help the stimulation of baby’s senses and bonding between parent and baby. “Letting your child play with the Yes! SuperBaby range creates a feeling of happiness and closeness. Special memories which all parents long for in these turbulent economic times.”

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JOHN CRANE

John Crane is the UK distributor for PINTOY, GoGo Toys, TOLO, TOLO Baby and Branching Out. Branching Out is the firmâ&#x20AC;&#x2122;s own brand collection and exploits its vast experience in wooden toys, high quality plastic and design. This year sees the introduction of over 50 new

JUST PALS Little Pals will be exhibiting its range of garden tools to keep little hands busy. The Garden Kit, which comes in bright pink and green or blue and green, contains a bucket, hand trowel, hand fork, two plant markers and a pair of groovy gloves, jam-packed into a fabric carry bag, so there is plenty of fun to be had helping out in the garden. For those rainy, indoor days, kids can design their own rain mac and brolly. The kit contains a mac in pink and green or blue and green and four paint pens. You can visit Little Pals at Toy Fair in the Greenhouse Section, or take a look at www.justpals.co.uk for the complete range.

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items to the Branching Out range, including pocket money toys, nursery toys, puzzles and small world play. The Acorn Garage will appeal to all budding mechanics, with its three tiers, there is plenty of space for cars to be fixed then filled up with petrol from the pumps on-site and there is

even a car wash so young motorists can get their cars returned to them in tip-top condition. Alternatively, the Little Cottage harks back to countryside holidays, and with its pink roof and chocolatebox styling, it has an obvious appeal to young girls.

Finally, the Branching Out collection also caters for the tiniest of customers with a range of new mini push-alongs, Sliding Snails, which feature brightly coloured shells and smiley faces.

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SHOW GUIDE MARTIN YAFFE/BORN TO PLAY

Born to Play is set to arrive at Toy Fair ‘09 with a host of new licences and products representing its biggest portfolio to date. A new range of LazyTown spring/summer and autumn/winter products will be showcased following the firm’s appointment as master toy licensee. The spring/summer collection will boast a range of play items aimed at getting children outdoors and active. Scooters, skateboards, play balls and skate sets will all be on display in Sportacus blue and Stephanie pink colourways, inspired by the show’s 50/50 gender split. Sportacus and Stephanie will have to watch out for Pinky and Perky bursting on to Born to Play’s stand. The first products under the new master toy licence will be unveiled at Toy Fair, inspired by the themes in the CBBC show. Born to Play will continue to develop its Friction Vehicle range for Bob the Builder in 2009, with the introduction of a new baby vehicle making its debut appearance in the new CGI series. A new addition to the Snap Trax range is the Bob Vehicle and Crane Play Set, which can be connected to other sets in the range. Growth for Fireman Sam continued throughout 2008 with the Activity Fire Station – and 2009 will see the launch of new outdoor play items, vehicles and furniture. The new CGI programming, which launched on DVD last year and will broadcast from February, has inspired new products including Wind-Up Floating Neptune. 2009 is set to be an exciting year for Born to Play and Little Princess. The royal rogue and the narrator of the show, Julian Clary, stole the show last year; once again Little Princess will be one of the key licences. The spring/summer range will feature a Greenhouse Play House, lunchware and play balls, with new plush and pram sets planned for launch in autumn/winter 2009. Wheeled toys under Born to Play’s new Wonder Pets licence will launch

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in autumn/winter 2009. Scooters, trikes and skates will form part of the range, which will feature Linny the Guinea Pig, Turtle Tuck and Ming Ming Duckling. To support the Wonder Pets consumer product release plan, Nick Jr will be scheduling heavyweight TV coverage and online activity. Born to Play will also be unveiling new additions to its Fisher-Price outdoor play and wheeled toy ranges. The spring/summer 2009 wheeled range consists of trikes and scooters and further products will roll out throughout the year. The first outdoor products, the Farm Play-Set and Teeter Totter Tractor Rocker, have been carefully developed by Born to Play and Fisher-Price’s specialist design teams. Both are manufactured at MYI’s UK factory.

Outdoor play item such as Sand & Water Play Sets, roto moulded play centres, sports sets and inflatables feature heavily in Born to Play’s ‘09 product offering. In the Night Garden, Bob the Builder, Fisher Price, Lazy Town and Thomas & Friends products will all be on show. In the boys’ area there will be a number of products available with the launch of new Power Rangers Jungle Fury wheeled toys and Ben 10 play balls. Meanwhile, girls will love the new colourways on the Dora the Explorer wheeled items.

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WOW TOYS

SF01 Now in its second decade, Wow will be celebrating by launching Best Buddies at Toy Fair. There are six figure and animal sets and each Best Buddy contains a character figure with its best friend. Each are ‘boy and girl’ themed and can be used with other toys from the range. The sets include a Medieval Knight and Green Dragon, Farmer and Muddy Pig, Girl and Cute Lamb, Fireman and Cat and Astronaut and Funny Alien. These toys are intended for mothers’ impulse buying, treats and birthday party bags. They come presented in a display tray pack with eighteen pieces, three of each version

UNIVERSITY GAMES University Games introduces The Splatter Mat at this year’s Toy Fair. An activity mat for young children, the surface of the Splatter Mat is coated in a patented material called Flip Faze that instantly changes colour with heat. Warm hands and feet, warm water and sunlight will all do the trick. As it cools, it returns to its original colour so kids can watch it change over and over again. It aims to bring creative and active play to the home without the mess. The mat comes with Splatter Tools for drawing and seven foam Splatter Mat pieces that can be put together like a puzzle in a multitude of designs. Also on show this year is Sort it Out, the game where you put things in order. Could you sort your favourite movie stars by their height? How about by the number of times they’ve been married? There are hundreds of topics included in this family game. In Murder Mystery Mansion, players work in teams to solve a mystery using simple deductive reasoning. Who did it? How did they do it? Why did they do it? Where did they do it? With each guess, players move one step up on the 3D staircase, getting closer and closer to the mansion. University Games is also extending its line of products based on the books by Eric Carle, the author of The Very Hungry Caterpillar.

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in each tray. The packaging comes with hooks for alternative display methods. To further support the Wow toy range, the company is unveiling a new look to Police Chase Charlie, a friction powered police car with a push button, flip open roof featuring a policeman figure and police dog and Robin’s Medical Rescue, a fully working ambulance complete with stretcher, wheel chair, working x-ray, push button ramp, injured boy, mother and paramedic. Both are up-to date additions to the range that brings themes from real life to children aged from 18 months and upwards.

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SHOW GUIDE RAVENSBURGER

Ravensburger will expand its childrens puzzle ranges for all key licences in spring 2009. The range offers jigsaw puzzles featuring the top ten toy licences, whilst the company’s strategy is to build on this success. The company’s licence portfolio now includes Bob the Builder, Charlie and Lola, Clone Wars, all Disney properties including High School Musical 3, plus Doctor Who, Dora the Explorer, Go Diego Go, Hello Kitty, In The Night Garden (wooden puzzles), Lazytown, Little Princess, Noddy, Numberjacks, Postman Pat and Thomas and Friends. “Ravensburger continues to lead the way in the category of licensed puzzles,” says Tim Hall, managing director of Ravensburger. “And puzzles is a category that continues to deliver a very good profit level to all retailers who devote sufficient shelf space and keep in stock throughout the year.” Elsewhere, the company’s adult puzzle sales are buoyant and it will introduce over 25 new titles in January to meet growing demand. Key items for spring/summer 2009 will include new High School Musical and Disney titles, specially commissioned nostalgic scenes, comic illustrations and Cat Conundrums – a concept designed to test both puzzling and brain skills. More titles will be launched for autumn/winter 2009. Additionally, this year marks the 50th birthday of Memory and Ravensburger plans a year of celebrations to support the game. Spring will see the launch of online activity targeted at children to raise

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awareness of the game, and there will be a nationwide Memory competition and a major charity tie-in planned for later in the year. Ravensburger has worked to ensure the popularity of Memory endures by pairing character licences with the picture-matching game concept. 2009 is no exception and two new licences will be on display at Toy Fair: Star Wars Clone Wars – timed to coincide with the start of the Clone Wars TV series in spring – and Power Rangers Jungle Fury, the latest chapter in the Power Rangers franchise. In addition, Disney Fairies Memory is likely to be a big seller, following the release of the Disney Fairies film on DVD. The Disney Princess Memory is another popular choice, with young girls loving the heart-shaped cards. Ravensburger is also licensee for Ice Age 3, as Tim Hall explains: “The Ice Age 3 licence is a growing phenomenon – the franchise grew with the second film – so we’re delighted to be able to offer a range of puzzles featuring the movie’s characters. “All the products will be launched in plenty of time to benefit from the film’s pre-publicity in the summer so we’re confident they will be a big success.” With Manny the woolly mammoth, Sid the sloth, Diego, the sabretoothed tiger and, of course, Scrat, the range will include a 96-piece Puzzleball, a mammoth sized – and shaped – floor puzzle, a three-in-abox puzzle set and an XXL 100-piece puzzle.

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RICHARD EDWARD At this year’s Toy Fair, Richard Edward will be launching GreenCards, the UK’s first-ever range of eco-friendly playing cards. Richard Edward is the UK’s only remaining manufacturer of bespoke games cards, trading cards and playing cards. The GreenCards will be available to retailers through Richard Edward’s new retail division, RedWood Cards, which will also be unveiled at the Toy Fair. With a suggested retail price of £3.99, GreenCards will give retailers a potential mark-up of around £2.44 per deck, whilst also enabling them to show customers they're concerned about the environment. Richard Edward will also be offering its ‘green card’ technology to toy and games brands that want to make their existing products more eco-friendly. The company already produces card-

SM39 based products for a number of brands such as Winning Moves, DeAgostini and Hasbro. Richard Edward will also be offering its bespoke card manufacturing services to major retail groups for the production of own-brand playing cards. The new GreenCards are manufactured entirely in the UK using sustainable and recycled materials. They have a carbon footprint that is some 90 per cent lower than cards produced in the Far East. The GreenCards range is being launched in response to two key consumer trends: the increasing demand for products that are environmentally sound, and the return to traditional leisure activities – such as card games and puzzles – as the credit crunch continues to squeeze family budgets.

INTERPLAY Interplay will be unveiling many new products at Toy Fair this year, with an increase in its existing ranges plus a brand new licensed collection that is ideal for the boys’ market. After launching itself into the world of TV in 2008, Interplay found its brands built quickly thanks to small screen advertising, so much so that more TVRs are planned for 2009. One range to benefit will be Living World, the nature brand that includes Ant World, Worm World and Triop Volcano. These three products are to benefit from TV advertising throughout the early spring and summer, a move that will increase brand awareness still further and boost sales for the retailer. New lines will also be added to the existing range. Another TV line will be the new Technokits for Girls. With the Solar Powered Technokit Rainbow Maker, girls aged seven to twelve can create hundreds of real rainbows every time the sun shines. The Solar Powered Butterfly Technokit has everything needed to build a colourful butterfly that gently flaps its wings whilst basking in the daylight on a sunny ledge or window sill. Completely new and representing a leap into the world of licensed products is a collection for boys of all ages. Drawn from The Dangerous Books for Boys by Conn and Hal Iggulden, the range consists of science projects and classic model kits that

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SM26 perfectly encapsulate the spirit of the best selling books. The Dangerous Books for Boys Science Discovery Kits are not quite what they seem. They may look like old fashioned books from the outside, but open them up and you will find an experiment to undertake. There are five to choose from, all of which will appeal directly to fans of the book whether it’s producing antigravitational forces or creating bouncy rocket balls To complement the range, Interplay is producing two model kits that reproduce the heavy artillery of the 1st and 13th centuries, again drawing inspiration from the book.

SHOW GUIDE BARNARDOS

As a leading children’s charity, Barnardo’s works directly with over 110,000 children, young people and their families. Every year, Barnardo’s runs 406 vital projects across the UK to help some of the most vulnerable children and young people believe in

PADGETT BROS

Formed by Terry & David Padgett in 1996 following a management buy out, the company(formerly Woolman Imports) has expanded to establish itself as one of the UK's leading importers and distributors of value for money consumer goods. In 2002 Mr David Padgett retired and his shares were bought by Alison Padgett (Terry's Eldest Daughter) and Alex Kenyon, one of the company's salesmen. This move provided continuity of the company's ethos and has proved successful thus far.

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themselves. Whatever the issue; from family drug misuse to disability; from youth crime to mental health; from sexual abuse to domestic violence; Barnardo’s believes it can bring out the best in every child, and that all children deserve the chance to fulfill their potential.

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Padgett's provides a number of products across a range of areas including pre-school, nursery, interactive play, arts and crafts, Disney toys and traditional toys, as well as radio-controlled vehicles, diecast toys, summer toys, pocket money toys, dolls and accessories, games, and sit and rides. The company also offers a storage and distribution service which includes pick, pack and dispatch operation, a service that can be tailored to the customer’s requirements by the piece, carton or pallet.

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Sionica will be showing off the The Dimension Board series at the show, a new gaming platform that provides playtime at competitive prices. Applicable to any licensed IP, branded gaming franchise or bespoke game designs, the rotating storage base, folding 3D game boards and playing pieces are completely customisable to suit your own needs. D-Board is launched with the new family trivia IP Qubed3T, where up to four teams manoeuvre playing pieces across the five surfaces (even the sides), spinning the board to play from a different angle. Game lengths are variable and moves are made vertically or horizontally in four directions according to dice rolls. This flexibility means that teams will always have a chance of reaching their favoured categories: Man Made, Natural World, Sport & Leisure, Entertainment or Word Play. The first team to drop the pieces through the central holes, in any order, is the winner of the game. Easy to manufacture, cheap to produce and delivering the highest value perceptions, the D-Board series enhances the spirit of fun board play in an entertaining and easy to use technology.

JAMES GALT James Galt will be presenting its portfolio of new products for 2009 at Toy Fair, including a variety of lines from its new parent company, Elmer’s. This is the first time James Galt will be showcasing the Elmer’s products to the retail trade. The range includes a number of ‘no mess’ painting products (a line which Elmer’s is well known for in the US), including ‘Go Paint’ – nonmarking paint brushes and colouring book sets, ‘Paintastics’, colour changing paint pens and paint by numbers, and the ‘Squeeze ‘n Brush’ paint sets. Also, from Elmer’s Scientific Explorer range, James Galt will be introducing a selection of My First kits, aimed at children five and over, such as Aeroplane, Chemistry, Dino, Geology and Weather, as well as two other experimental kits, Disgusting Science and Rocket Car,

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SG20 for older children. Completing this range are three kits aimed at girls, Perfumery, Spa Science and the Ultimate Spa and Perfume Kit. James Galt will also present a raft of new products under the Galt brand. There are four new additions to the First Years range, including Tummytime Playmat, two giant popup soft books and a set of soft books. A variety of puzzles – including glow in the dark and sparkle puzzles – enter the catalogue for 2009, along with a refreshed look Activity Pack range with six new items and two new Creative Craft kits. Finally, completing the line up for Toy Fair 2009, are additions to Galt’s popular licensed ranges, including three new Horrible Science kits, as well as Postman Pat Special Delivery Playnest and Playnest and Gym.

SHOW GUIDE BRAINSTORM

Brainstorm has announced its appointment as the exclusive UK & ROI distributor of the Smartlab range of products. Toy Fair 2009 will be the major launch date for this collection of items. “We are delighted to bring this range of science toys to the UK market,” comments product director Rosanne Kenealy. “All Smartlab kits include books that encourage a child’s natural curiosity and tie directly into the science behind each toy. It is the perfect mix of fun and facts, exploration and education.” Kids get eye-to-eye with the anatomy of a Great White Shark with the snap-together Shark Model and a book full of gory shark facts. The Human Body kit gives kids a guided tour of the human body, complete with a human body model that has all the squishy bits left in. Budding astronauts will enjoy the Remote Control Rocket, complete with launch pad, remote launcher and a book full of space information – rocket science and kitchen chemistry combined. Kids can also enjoy the Voice Changer kit. They can choose between a squeaky, scary, robotic or booming voice, whilst learning about the science of sound. With a book full of information about safes, locks, escapology and more, the Double Security Safe allows kids to build a safe with their own secret code. Toy Fair 2009 sees Brainstorm launch products developed in conjunction with the Natural History Museum. The Natural History Museum Earth Globe contains a detailed 30cm modern globe and a full colour poster. The poster has a reproduction of a map dating from 1787. On the reverse are details of ten voyages of early exploration with

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images from the Natural History Museum archives. The Natural History Museum Tyrannasaurus Rex Scan is a scanner that gives kids an under-the-skin look at a T-Rex skeleton, and includes a colour poster packed with information about prehistory’s most fearsome predator. Also for dinosaur lovers, the Natural History Museum Glow 3D Dinosaurs are huge, scary and glow in the dark, with three styles to choose from. There is plenty in store for 2009 from Brainstorm’s The Original Glowstars Company brand. Three new Glow boxed sets have been developed to give retailers a higher retail price point, retailing from between £10 to £20. Kids can give any room a galactic make-over with Glow Superstars, which boasts 500 stars and cosmic shapes to launch a bedroom into outer space. Brainstorm’s Glow 3D range benefits from the addition of three new licenses. Glow in the dark Disney Tinkerbell and Barbie have obvious and immediate appeal amongst younger girls, whilst glow in the dark Hello Kitty crosses all generations, appealing to young kids, tweens and teens. Brainstorm is also delighted to announce its appointment as the exclusive distributor of the Zipbin range of products – the toy chest that’s also a toy. Each themed bin comes with a toy or toys and has four zips allowing the chest to open up into a playmat – and, when playtime is over, it just zips back up into a storage box. Zipbins are available in three sizes – mini, small and medium and in a variety of themes including dinosaur, cars, doll’s house and fairy castle. Shaped Zipbins available include Country Stable, Train Depot and Wheelie.

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GREAT GIZMOS

At Toy Fair this year Great Gizmos will be debuting craft and science kits aimed at encouraging boys and girls of all ages to

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get creative whilst having loads of fun. Its own-brand range of Power Bots and Racers have been successful since

their launch in 2008, so much so that the range is to be extended with two new themes – Power Lights and Power

RUSSIMCO

Following 2008’s debut of ecotronic toys, Russimco returns to Toy Fair to show off a new take on its electronic toys with no batteries, with the world’s first electronic toys for the bath. Ecotronic toys were launched with wide media acclaim as they took ecofriendly to a new level, dispensing with

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Circuits. All the kits use Tech Card Technology – a system that takes precut cards, rivets and motorised parts to make tech-projects that really work. The new Power Lights and Power Circuits kits are all about home accessories and are meant to add to the decorations in any room. First up are three new brushed silver LED light kits. The Light Tube is designed to look like a lava lamp, with only a small, colour changing LED and a tube of frosted paper. The fibre optic Light Fountain and the flashing disco ball style Light Crystal create different effects using the same colour changing LED and hands-on construction methods. The Power Circuit collection comprises three further kits - a multi positional Desk Lamp, a Desk Fan and even a Door Bell. The Kidzlabs range has also been extended with four mechanics kits joining the collection including two new wacky robots. There’s Doodling Robot, which does exactly as the name suggests and doodles a picture while vibrating around demonstrating its energetic spinning powers. Secondly, there’s Brush Robot, which glides across smooth floor surfaces removing dirt as it goes. Joining them is Amphibian Rover – is it a car? Is it a boat? Well actually it’s both. There’s also the Propeller Racer – easy to assemble and incredibly fast.

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the need for the millions of batteries that go from toy to landfill site each year. Toddler toys, character torches, radios and gadgets were all part of the first collection and sold well both at home and internationally. 2009 will see a leap into the deep with a new water range. The initial line

includes a classic Tug Boat and Submarine, longtime staples in the bathroom and popular with boys of all ages. But now when a boy plays with his sub in the tub, he can have even more fun as it will come with all the lights and sound effects of the real thing, whilst remaining eco-friendly.

Also joining the new ecotronic toys collection for 2009 will be an extension to the baby and infant toys range including the new eco-remote – a toy available in different colours that will have baby copying dad changing channels. Like all ecotronic toys, no batteries are required and babies will soon learn that to make it work it has to be shaken from side to side. Then, once charged, a press of the buttons will result in a host of educational lights and sounds. For big kids there will be two radios ideal for the bedroom, including a Robot Head version and a Red Retro Rocket that will add a touch of kitsh to the proceedings. Russimco’s ecotronic collection has changed the course of this West Country company but never forgetting its roots, another collection will be at Toy Fair that offers retailers an entirely different side of things. The Retro Games collection is a myriad of games and puzzles inspired by yesteryear, which includes some classics such as Old Maid and Tiddlywinks as well as a number of lesser known titles that are forgotten treasures of a time when after dinner entertainment was all about a classic board game. Amongst the many new titles for 2009, and reflecting Russimco’s broad range of games, there is the Comical Game of Who?, a game for any number of players and Rolo Polo, a parlour game of balance for all the family.

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MY WONDER

When Helen Twigge-Molecey watched her baby daughter enthusiastically tear wet wipes out of their packet for the 100th time, it gave her an idea. My Wondercube is a new educational children’s toy. It is a cube

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packed with textile squares that children call pull out one by one – like wet wipes, or a magician pulling scarves out of a hat. The pieces can be pulled apart, stuck back together and rearranged in any order.

LE TOY VAN Tutti Frutti House is one of three new painted wooden doll’s houses from Le Toy Van in addition to seven all-new furniture sets, which are complemented by the doll’s house play mat and a new family of dolls. With 12 houses and 15 furniture sets, Le Toy Van has the biggest selection of children’s doll’s houses and furniture in the UK. They include a comprehensive range of sizes and options, from fully furnished cottages to large manor houses ready to furnish. Tutti Frutti House comes complete with the new deluxe furniture set (the set is also available separately) and is fully decorated inside and out. Features include opening shutters and windows, as well as a removable roof section. Le Toy Van is introducing many new products in other ranges, including the Budkins, an extensive collection of approximately ten-cm high, fully poseable wooden characters that are beautifully detailed and scaled to fit Le Toy Van painted wooden play sets; they make ideal collectables.

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The cube comes in two formats, wooden and soft. Care has been taken to organically source materials and still manufacture it at a competitive price, starting at £14.95, with extra fillings from £0.95. My

Wondercube has a choice of fillings suited to each child’s needs. Numbers, letters, animals – it’s an adaptable little cube with plenty of options. It can grow with the child from nought to six years.

SC10 Fire engine and fire station sets, along with a hospital and ambulance, are just some of the new Le Toy Van play sets. The hugely popular Honeybake range will be bolstered by a smart new wok set. The award winning garage range features an all new garage and a remarkably detailed car play mat. All Le Toy Van painted wooden toys are designed in the UK and manufactured in Indonesia.

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LAMAZE

Within the Learning Curve nursery brand portfolio from RC2, Lamaze is launching 14 new toys for 2009. Each maintains the developmental features long associated with the Lamaze brand name. These are clearly identified on new, individual packaging with more pronounced age grading and bolder highlighting of product features and developmental stages. Providing value for money, many of the toys have been designed to grow with the baby, satisfying different developmental needs as

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children progress through the varying stages of learning. New product highlights include the Dream Screen, for attachment to cot sides. The Dream Screen encourages visual tracking through a dual motion screen that also plays soft music. The Dream Screen can be parent or child activated and is MP3 player compatible, so parents can tailor their childrens early listening habits. The Pyramid Play House Gym features a reversible play mat containing developmental features on

JC GAMES JC Games will launch Qb, a travel word game, at the London Toy Fair this year. With a bag, no board and solo and multi-player games, Qb is suited to play at home or away. It can be played on any surface, even one as small as the drop-down tray on an aeroplane, making it ideal for regular travellers. The novel inclusion of two-letter combinations [e.g. st, ch, ed] helps make and link words to the word-grid. Examples are shown on the demo page of its new website: qbgame.co.uk. The idea for Qb came to John Chambers whilst travelling to the 2008 Toy Fair to launch his board game, Blackhole. Dozing in the car, bored with the slow moving London traffic, he suddenly awoke and announced to his wife, Fiona, that he had come up with the next game. On hearing about the game, Fiona immediately recognised its potential and said: “Let’s turn round and go home to start development.” Qb can be played at several different skill levels from a family game to competitions between word enthusiasts. Not only a game, it is also an activity like Suduko and can be played solo for fun and to stimulate the mind. Qb has a year-round market with a wide variety of potential retailers. It is competitively priced at £12.99 and the small footprint and attractive packaging should prove to be an incentive for retailers to stock it.

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both sides to satisfy baby's everchanging needs. The mat has a removable play arch plus interchangeable plug and play toys for multi-function, customisable tummy time play. For even greater versatility, the playmat folds up to form an interactive play pyramid. The Stack, Roll & Crawl Ball is a new 3-in-1 toy can be used as a ring stacker, a ball or converted to a crawl toy for open-ended, extended play. The different coloured, textured plastic rings stack to form a colourful

ball with a bead rattle top, making this a highly adaptable toy with plenty of bang for buck. Furthermore, by removing the inner rings, the ball is transformed into a brightcrawl toy. Also on display is the Lights & Sounds Flower Pot, which has been designed to promote visual tracking through its colourful flower with contrasting petals, bendy stem, music and flashlight features. This soft toy can be easily attached to cot rails or used for on the go fun for parent and child on the move.

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ORCHARD TOYS

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Orchard Toys launches new games and puzzles every year, but this year the company is especially excited about the seven it will be bringing to Toy Fair 2009, with six of its latest games and puzzles specifically designed for the pre-school plus age group. Doodlebugs is a simple card game for children aged three-plus. Players have to match the colour or the quirky Doodlebug character card that the preceding player has played. Because players can see each other’s cards, older players will be able to play tactically, which adds to the strategic aspect of the game. First to discard all their cards by matching them to the previous player’s cards is the winner. One Banana, Two Banana is a board game for up to four players that will help the four-plus age group with their counting skills, whilst Fairy Cottage is a busy fifteenpiece puzzle designed with little girls in mind. The Great Britain and Ireland puzzle and poster is an illustrated 150-piece puzzle aimed at five to eleven-year-olds that is full of historical locations, regional foods and people and places. The board game Flea Circus is for up to four players, whose aim is to be the first to build a big top and win performing fleas, whilst Tutan Loot’em again is a card game, this time with Egyptian illustrations for up to four players; finally, Fruit Frenzy will help the four-plus age group with their colour recognition and counting skills.

GEAR 4 GAMES/UNDERGROUND TOYS Gear 4 Games is exhibiting at Toy Fair this year, and is currently the exclusive distributor of Underground Toys’ new range of Star Wars plush. It also has the range of In Your Pocket voice key chains, which now include new titles such as Star Wars, Monty Python, Thundercats and Star Trek. Furthermore, Gear 4 Games has a brand new line of lower priced voice key chains called the Sound Blaster, which will be available for kids licences such as Ben 10, Gladiators, Clone Wars and Scooby Doo. In addition, Gear 4 Games is distributing the innovative Transformers USB Hubs as well as Transformers plush items and voice key chains. Also, watch out for its Bobbleheads, including Star Wars, Ben 10, Marvel, The Simpsons and Family Guy. As usual, the company will also be showing off some of its more offbeat and quirky properties such as Domo and Skelanimals.

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SHOW GUIDE CREATIVITY INTERNATIONAL It is the start of a new era for Creativity International. Toy Fair will see Creativity showcase its extensive new range of licensed craft toys. Fresh from signing new licences with Mister Maker, Postman Pat, Numberjacks, Mr Men and the hit favourites Pingu, Bob the Builder, Thomas the Tank Engine and Fireman Sam, Creativity International is positioning itself to compete throughout the craft toy sector, as it showcases its new range of licensed craft toys at Toy Fair this year. Creativity is already one of the largest suppliers of educational craft in the UK. The showcase will feature a range of 25 Mister Maker kits, linked to the children’s arts and crafts series on CBeebies. Mister Maker is a popular pre-school series aimed at helping children develop their artistic skills. “This is an ideal fit for us as a company, building on our educational

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SG25 heritage,” commented Mark Jones, retail controller at Creativity International. “Anything which can encourage children to engage in craft and stimulate creative play is unbelievably valuable for a child’s neurological development, helping to give them a good start in life.” The Creativity kits combine imaginative product development with some much loved licensed children’s characters. “All the products are linked to the educational curriculum,” continued Jones. “Our licensed craft helps educate children, but with a fun twist.” The Creativity range of Mister Maker craft kits include badge making, magnet making, animal masks, sponge painting, finger and hand puppets, jigsaw painting, pen toppers, plus lots more fun activities offering great value and lengthy and fun playtime.

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FIESTA CRAFTS Fiesta Crafts will be showing off its Squeeze and Speak hand puppets – Lippy Lion and Snappy Shark – at this year’s show. As the best of friends or as sworn enemies, these two larger than life characters make for a cheeky addition to the toy shelf. The Squeeze and Speak puppets make a personal gift idea (shoppers can even record a special message to the recipient beforehand) and are competitively priced to offer value for money whilst allowing good margins for retailers. In store, the new Puppets are attractively packaged for shelf or hanging display. ‘Try me’ demonstration samples are also available. The new puppets join a host of other new items from Fiesta Crafts for 2009 including pre-school role-play toys such as the Bunny Family Holiday Play Set. This toy provides endless play possibilities for an inquisitive tot with its open-top car, pull-along caravan and family of rabbits. The caravan has everything expected of a modern mobile home: beds, kitchen and lounge area, plus a folddown side for easy access. Both car and caravan can be played with together or separately as children take their Bunny family on adventures in the great outdoors.

NATLL The National Association of Toy & Leisure Libraries (NATLL) was created more than 50 years ago to support toy libraries and ensure that a high standard service is offered to all users. Toy libraries are sometimes considered to be similar to libraries, but they offer the loan of toys rather than books. Many of them also offer play sessions for children and their parents or carers to stay and try out the toys before they borrow them. The NATLL offers advice to people wanting to set up a toy library and continues to offer training to toy librarians and provide a helpline that answers any questions a toy library may have. The helpline also provides regular helpsheets ensuring that toy libraries are kept up to date with any changes made in the world of childcare and toys. It also tests toys with children all over England, Scotland and Wales and prints the results in the Good Toy Guide. All the toys in the Guide are tested in several different situations – toy libraries, family homes, schools, children’s hospices and children’s clubs. This thorough testing ensures that it’s not left to adults to guess what the children will enjoy playing with. All the toys are tested in age appropriate settings by children and young people with a wide range of ability, social background and preferences, so you can be sure the toys recommended in the Guide have been given a valuable stamp of approval.

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TOY FAIR 2009 SK10 Also new for spring are some new titles for the ever-growing Fiesta Crafts games portfolio, such as Match it!, a wooden eight-game compendium. Match It! has a crafted wooden game board with 28 bright wooden pieces. The eight games include variations of classic favourites such as solitaire, bingo and dominoes, whilst matching games are suited to enhancing cognitive and memory skills. This game is suited to all occasions and ages, the recessed board means playing games whilst travelling is made easy, and four wooden racks are included for little fingers to rest their pieces, discreetly shielding them from prying eyes.

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SHOW GUIDE H GROSSMAN

2008 has been an exciting year for H Grossman and the company is promising more to come for 2009. Having secured some strong licensed products like Ben 10 and Bakugan, the firm will be working with these new lines and will be

GETRETRO.COM

Torchwood returns to our screens in 2009 with a brand new series, and the popularity of the last outing has seen it promoted from its most recent BBC2 slot to a prime time BBC1 transmission. To take advantage of this, Getretro has released the first wave of its brand new five-inch articulated action figures, featuring Captain Jack,

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launching a number of other licensed products at the show. With the opening of the company’s new Hong Kong office/showroom in December and the increased flexibility that this will bring, 2009 looks set to be a busy year for the ambitious firm.

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Gwen, The Weevil and the Cyberwoman. These are presented on a detachable Torchwood Logo engraved plinth, making them suited to display as well as play. Wave two of the figures has already gone into production and the next four figures – consisting of Captain John, Ianto, The Blowfish and Tosh – are expected in May/June.

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TOY FAIR 2009

EARLY BIRD Educational toy specialist Earlybird has some bright new releases from Gowi and Voilà this year. Gowi has been around for over 100 years and has seen recessions come and go – the reason being it offers toys with significant product development year on year, all at realistic prices. For 2009 there’s a new collection of traditional tea sets available in different sizes for all manner of tea parties. The Tea Sets start from 18 pieces including a teapot, cups and saucers, sugar pot and spoons, right through to larger dinner sets with 39 pieces including items such as egg cups and plates. Each set is available in primary colours of red, blue and yellow or the citrus tones of lime green, orange, lemon and pink. They come shrink wrapped for a simple ‘what you see is what you get’ display. The tea sets from Gowi complement other pieces in the range including Serve ‘n’ Play Trolley, Cook Sets and Mini Kitchens. In contrast to the bright plastics of Gowi, Voilà is all about traditional wood. Made in Thailand from rubber wood from renewable resources, the Voilà collection has plenty to offer. An example is the traditional Workbench. Equipped with tools, accessories, pieces of wood and a tool belt, the

CLEMENTONI Clementoni will have a raft of new product on display, including the Disney Interactive Quiz Puzzle, a giant puzzle and educational game in one. Around the 40x30cm puzzle are a series of pieces which feature questions relating to the puzzle scene. Children can use the musical pen to select yes or no as the answer. The product is available in five Disney designs, including Disney Princess, Mickey Mouse Clubhouse, Disney/Pixar Cars, Tigger & Pooh and Wall-E. A major success in 2008, Clementoni’s Young Learners range for 2009 will feature four products in a new product size. Including a new collection of products for children aged four-plus, the range features Disney Winnie the Pooh, Disney Cars and Disney Princess. Clementoni’s science and play range goes from strength to strength, too, with ten new product additions. There are four new scientific sets for youngsters age nine and up, plus a completely new Scientific Junior collection which features six products for children aged six and up.

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SG15 Workbench will enable children to familiarise themselves with the basic techniques of carpentry and construction. In addition, Voila’s activity range of toys has a number of colourful pullalong animals and vehicles joining the portfolio this year. There is a seal, cow and a pair of mice together with a train, cement mixer and a truck. These pull-along toys help little ones to focus on developing and refining motor skills and coordination, and will promote concentration and help associate sound and sight with movement.

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KIDKRAFT KidKraft is now available in Europe and will be previewing its collection at London Toy Fair. Originally formed in 1968 as a manufacturer and supplier to the earlychildhood sector, KidKraft began competing in the multi-billion dollar US juvenile retail market in 1996. The company mission emphasises quality, design, dependability and competitive pricing and, as it was founded by engineers, integrity of design. As a result of increased demand for wooden products from Europe, KidKraft has opened a distribution warehouse in the Netherlands. KidKraft can now ship direct from Rotterdam to leading retailers and can also drop ship smaller quantities to specialty retailers, catalogues and internet sites. All products have been tested to meet the EN71 Toy Safety Standard and there are no minimum orders on the European product line. KidKraft is a design and development company that not only creates toy and gift items for its own brand, but offers private brand labels too. Since the company was first established, its goal has been to create and manufacture distinctive products that will have an impact on customers and boost sales. KidKraft has stayed true to this vision over the years and has grown into one of the leading

RED ROBIN TOYS

After announcing a merger with Postman Pat, Red Robin Toys aims to bring a special delivery of volume sales and healthy margins to all its customers in Pencaster, Greendale and beyond in 2009. Its range of traditional and fashionable Craft Kits will now carry the Postman Pat brand to further boost sales. The Monsters from the Swamp is another growing brand, with

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manufacturers of wooden toys and room accessories, distributing products beyond the United States and

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new sets and price points available in the Swamp Monsters range. Never being a company to break with tradition, Red Robin is still the home of the original Wooden Tool Set, a must for every budding DIY enthusiast. Supplementing its wooden range, the company also offers a Double Sided Chalkboard Easel and a Traditional Wooden School Desk and Chair.

Europe to Japan, Korea, Canada, South America, Australia, Europe, Mexico, the United Kingdom and South Africa.

INSPIRED GIFTS AND TOYS

Inspired Gifts and Toys is less than two years old and specialises in distributing sporting gifts and toys, such as All About Football, Terry Venables Title Chase and FT Champs.

At London Toy Fair the company will officially introduce the KidKraft Europe product range.

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It will also have construction products such as Cobi and StadiCo, board games like Wheeler Dealer and Cat Attack, and novelty products for the UK market on display.

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SCHLEICH

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SJ60 Just one of many ranges to be extended this year is the Wild Life collection featuring zebras, giraffes, racoons and other wild animals. As with every Schleich piece, each figure represents the actual animal in its natural habitat, offering educational value. Farm Life is another range with many new faces joining the line-up this year. There are Swabian pigs and a Simmental bull, cow and calf, together with new additions to Schleich’s already extensive horses range. But farms also need farm hands and a Stable Girl and Riding Instructor will be available complete with tools, together with a new modern-day Farmer and Farmer’s Wife. One of Schleich’s most popular ranges, the World of Elves, has a number of new figures joining the line-up in the form three Sun Elves – Nimsay, Vialis and Surah. Each figure has striking wings and ornate clothing symbolic of its people. Each Elf comes with its own extra, such as a horse for Surah and a pink lilly pad for Vialis to float on. Finally, a host of new figures has been added to other collections, too. These include the World of Knights with two fantasy knights on horseback and two foot soldiers dressed and ready to join the battle.

ART MEETS MATTER

Bookchase is the world’s first board game about books – according to the firm – which comes with a bookshelf, library card, bookshop and a set of tiny books to collect. The first player to fill up their tiny bookshelf with six different books and head for home wins the game. Bookchase is a family game designed for anyone from six years upwards. You can get your books in lots of ways, with players having to answer a question on anything

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from Homer to Horowitz, Proust to Pilkey, Dahl to Dickens. Easy to play, and lasting anything from 20 minutes to two hours, it’s a game of chance and skill. Each question card is accompanied by a piece of literary trivia, so you are guaranteed to learn something along the way.

MELISSA AND DOUG

US traditional toy specialist Melissa & Doug is launching its own UK operation at Toy Fair. Having established itself as one of the most popular and best selling ranges of traditional toys in the US during the past 20 years, Melissa & Doug is looking to overseas markets to follow its rapid US domestic growth. The UK was Melissa & Doug’s first entry into an overseas market through a distributor relationship with Flair, five years ago. Brian Bernstein, vice president of international sales,

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confirmed that Melissa & Doug feels that now is the right time to build the Melissa & Doug range through its own dedicated team, details of which will be announced shortly. “We thank the Flair team for the successful launch of the Melissa & Doug brand and we look forward to the continued rapid growth of our business as a result of our own dedicated Melissa & Doug team working with a solid customer base established by Flair,” Bernstein commented.

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HALSALL Halsall’s stand at Excel Toy Fair presents the company’s most extensive array of high profile licensed toy ranges for 2009. Halsall will be showcasing its Toy Story range of wheeled toys, featuring popular characters both old and new. The range will support the new 3D theatrical releases of Toy Story 1 and 2 in cinemas towards the end of 2009 and spring 2010, followed by the highly anticipated Toy Story 3 release in summer 2010. Consistently in the top three wheeled toy manufacturers in the UK, Halsall cements its competence in this category with brand new wheeled toy designs for Star Trek, the big action adventure movie release coming May 2009, and Hello Kitty, the tween fashion brand taking the girls market by storm. With The Simpsons continuing its reign as the most watched TV series in the world, Halsall also presents new Bart and Lisa scooters and protection. In addition, there are extensions to existing wheeled ranges such as Fifi and the Flowertots, Baby Annabell and Baby Born, Hannah Montana, Roary the Racing Car, Spider-man, Scooby-Doo, JCB, WWE, Wall-E, Batman and Crazy Bones. With worldwide rights for the JCB brand, Halsall’s JCB range of vehicles, role-play and wheeled toys continues to build for success with many exciting new lines, as well as new girls pink JCB toys. Halsall also has new musical and wooden toys for the Wonder Pets, the photo puppetry animation pre-school series about three singing classroom pets currently enjoying big ratings on Nick Jr. There are also new Diego and Dora the Explorer wooden toys to explore, as well as new additions to Fifi & the Flowertots prams, musical, wheeled and summer toys. Another new range on show are the Peppa Pig role-play toys, wheeled toys and dolls prams. Andrew Coplestone, Halsall’s marketing director, comments: “Halsall’s unrivalled expertise as market leaders in dolls prams and pushchairs, as well as our number two position in the pre-school role-play market, has enabled us to develop a fantastic product offering for Peppa Pig which has already excited many of our retail customers. This popular character brand continues to go from strength to strength and Halsall’s innovative, brand-relevant approach is sure to excite little fans as much as watching the series itself.” Elsewhere, the Chef’s Kitchen features realistic voice phrases, cooking lights and sounds to recreate the excitement of a real, busy chef’s kitchen. Boys and girls can take customers’ orders from the menu included and let chef get to work. With plenty of accessories to cook up a treat, chef can wash food and utensils in the sink with real running water, store ingredients in the play

FEBRUARY 2009

TOY FAIR 2009 SA24 refrigerator, set the oven timer and watch the hob glow. The new Self Service Checkout with chip n pin machine features real scanning technology, interactive sound effects and voice phrases, recreating a real self-service check out. When playtime is over, it even packs away neatly into a compact carry case for tidy away and mobile play. Halsall’s role-play kitchen toys and accessories have been developed under the Belling brand, the number one cooking brand in the UK, providing realistic play value. Halsall’s fully endorsed Science Museum range introduces many new sets for 2009, including a new EcoFriendly range of green toys to teach curious minds about environmental issues and provide ways to get involved such as the new Recycling Bin, Eco-Composter, Solar Eco-House and Solar Speed Boat. There’s also a new Smart Electronic Interactive Globe providing a world of informative play, as well as new Exploring Kits to encourage learning with fun experiments to do at home.

SHOW GUIDE

www.toynewsmag.com

WORLDS APART

Worlds Apart is introducing two brand new play-sets, doubling the size of its existing Dream Town collection. On display for the first time at Toy Fair, the Dream Town Gaskett’s Garage and Crystal Castle complement the existing Rose Petal Cottage and Cherry Blossom Stores play-houses and offer children the chance to experience hours of imaginative role-play entertainment. Dream Town’s Gaskett’s Garage and accessories provide everything a budding mechanic needs to open their

BIGJIGS TOYS

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SA20

first garage. A double-sided role-play structure, the Garage features a dropdown work bench for storing tools and an air pump to keep tyres at full pressure. Gaskett’s Garage Dream Racer is the main accessory – made from sturdy MDF, the bonnet lifts up to reveal a realistic role-play engine that allows them to check the oil, pull out the spark plugs and remove the oil cap. Additional accessories include a Petrol Pump & Attendant’s Outfit and a Mechanics Tool Box.

Crystal Castle and its accessories is also on show; complete with a princess dress and tiara, the Castle even features in-built fairy lights for a touch of sparkle. Accessory sets include the Silver Sparkle Banqueting Set, Vanity Table and the Sitting Pretty Throne. Both these new Dream Town sets will benefit from strong marketing support including TV advertising and a PR and press campaign. With the Mr Men licence on board for 2009, Worlds Apart’s new range of Mr

Men Sit ‘n’ Giggle Talking Chairs feature Mr Bump, Mr Happy, Mr Tickle, Mr Rude and Little Miss Naughty and produce three comical phrases/sounds when sat on. The range will also be backed with marketing support. And, with Toy Story destined to be big news from autumn, Worlds Apart has added this licence to its popular range of Ready Room items – Go Glow Light, Go Glow Time, Pop Up Cube Tidy, Cosy Sofa, Flip Out Sofa and Toddler Bed.

SM29 2009 Toy Fair sees the launch of over 150 new products to the already extensive Bigjigs Toy range. The Bigjigs Rail selection goes from strength to strength and over 40 new items have been added since Toy Fair 2008. A range of individual engines and wagons are now available. The new Pink engine fills a gap Bigjigs is often asked about. At the other end of the price scale is the Grand Central Station. This large item offers excellent play value with extra accessories including four cars and a helicopter for the built-in heli pad. The firm is often asked for a shop rail display stand and this can be seen for the first time at the ExCeL show. The Baby Bigjigs range has also grown – a new shape sorter and an baby walker will be launched at the show. The walker doubles up as an activity centre. The market for role-play items is huge and Bigjigs has introduced a number of new food items. The range of Santa products has also been extended and a new range of single items, fruits, vegetables and savories will be available, along with a retail display stand for 30 items.

FEBRUARY 2009

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TOY FAIR 2009

HIVE ENTERTAINMENT

Having sold over three million units in the UK last year, TYE’s Gacha Collections – distributed by Hive Entertainment – are showing no signs on letting up in 2009. These pocket-money priced capsule toys proved to be something of a sales phenomenon over the past 12 months,

GB EYE

GB Eye has been selling licensed film, music, branded and iconic images for over 22 years. GB’s products include posters, badge merchandise, postcard packs, prints, canvas and newly launched 3D lenticulars. This latest product is enjoying success with titles from Arsenal, Chelsea, Liverpool and Manchester United Football Clubs, Transformers, Camp Rock, WWE, Harry Potter, Rocky and Batman, plus new images from The Simpsons, Ben 10, Pokemon and more throughout the year.

FEBRUARY 2009

GH1

with the most noted success coming from collections featuring licences such as High School Musical, Pokémon and Hannah Montana. Toy Fair 2009 will see Hive Entertainment exhibiting a sneak preview into TYE’s release plans for the forthcoming year.

SH2

GB supplies over 3,500 stores, 2,200 of which have permanent poster racking. It also has exclusivity in all of the leading retail chains – including Asda, Borders Books, Clinton Cards, HMV, Morrison’s, Smyth’s Toys, Tesco, Toys R Us, and Tussauds. Also for this year, the company has some major releases including Hannah Montana’s first movie, plus Star Trek 11, Transformers 2, Ice Age 3: Dawn of the Dinosaurs and Harry Potter & The Half Blood Prince.

Among these will be new collections featuring Camp Rock, Hello Kitty, Winnie The Pooh and Animal Crossing. There will also be new updated collections on show from existing favourite licences such as Pokémon, Disney Pixar Cars and SpongeBob SquarePants.

HALILIT The firm will be showing its Blue Box and Talentoy nursery and pre-school products on its stand for the first time. Sales of popular lines – including Blue Box Noggins and Clickeroos – have exceeded Halilit’s expectations and additions to the range are being planned. An extensive line of musical instruments will also be on show, with 2009 seeing the introduction of new gift sets for babies, along with a Conga Drum which doubles up as storage for an assortment of instruments. There is also a CD of playalong music included. The Edushape range of preschool and water play products also boasts a number of new additions including the Happy Hippo storage solutoons for bath toys. The Magic Creations line of wet and stick bath products will also be bolstered. All of Halilit’s products are designed to provide developmental opportunities through play and with the use of colour, textures and ingenious design, according to the company.

SJ10

SHOW GUIDE

www.toynewsmag.com

PAUL LAMOND

TOY FAIR 2009

233

SE20 2009 marks the 25th anniversary of the Paul Lamond brand. To celebrate this, the company is launching a new pre-school educational range under the Chimp and Zee Games brand consisting of six games and four puzzles. In the existing pre-school area Postman Pat has been updated to Postman Pat SDS and there are three Gruffalo products – two puzzles and a snakes and ladders. The children’s range has six new Rainbow Magic puzzles, an updated Famous 5 range and the great Fundex Skill and Action game When Pigs Fly. The family area sees the addition of Cacophony, a game of noisy charades, plus In a Pickle and Luck of the Draw, two American games. There is also Revelations, the game where the sins are revealed, but not the sinner. Family puzzle additions include Where’s Wally, Alex Baird’s Impossible Puzzles and three dragon puzzles from The Dragon Chronicles. The Murder Mystery Dinner Party range sees the return of Inspector McClue in A Vintage Murder, while the McNaughty range is extended with Sexual Secrets and Legless joining the Paul Lamond veteran, Pass-out.

PALADONE PRODUCTS Paladone Products has recently reached an agreement with the Tech Group to distribute its range of paintball-style products. These are aimed at the eight-plus and 14-plus toy and gift markets and feature a range of brightly coloured handheld shooters and air pump action guns. The paintballs themselves are water soluble and bio degradable. The paintball range is sold as target games with each set including a pair of safety glasses and a wipe off target. The current portfolio of products will be enhanced in the spring by a brand new combat concept with a chalk dart technology called Wipeout. This features a range of guns that fire chalk-tipped darts. The chalk mark wipes off easily, and each dart can be fired over 30 times. Graeme Carr, managing director of Paladone, comments: “Paladone has built up a strong reputation within the gift industry of developing innovative gifts and delivering an excellent level of service to our customers. We strongly believe that we will be able to offer the toy industry that same level of service with the Tech Group range, as well as offering them our own innovation from our existing ranges." Mark Bradshaw, chief executive of the Tech Group, adds: “Paladone is the ideal partner for us in the UK with a fantastic reputation with gift retailers and a growing presence in

SG30

the toy sector. Its reputation for delivering excellent quality of service combined with the strength of the

range is just what we need to relaunch in the UK. This allows Tech Group to focus on the rapidly growing

US market where the ranges are currently selling tremendously well with both Target and Wal-mart.”

FEBRUARY 2009

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SHOW GUIDE

MARBEL

TOY FAIR 2009 SN1

Last year’s Toy Fair was a huge success for Marbel, meaning the company will be returning to the event with a stand that has increased in size dramatically. The new booth allows Marbel to exhibit the Plan Toys range to full effect. Made from sustainable and preservative free rubberwood, Plan Toys products meet the latest standards and won numerous awards during 2008. Marbel will be featuring over 60 new Plan Toys products, with this show representing the first chance to take a look. A sneaky peak of the up and coming Plan Toys products that will be released over the next 12 months will also be on offer.

IMAGINATION GAMES Following a successful year of growth, Imagination Games is now looking to expand distribution. With a packed catalogue of products across all board game categories, the company will spend 2009 further developing its own games whilst maximising sales of licensed products. Its Top Gear board game has been a success in 2008 and a potential new TV campaign for 2009 should further drive sales. The Planet Earth DVD game continues to be a focus for 2009 as does Catchphrase DVD, Tetris 3D cube and Beat the Parents To maximise its presence in the retail market, the company has reviewed its current ranges and pricing to provide a more focused product offering. It has devised express versions of the Family Trivia Beat the Parents games, while its range of DVD games has now been re-engineered to deliver gameplay for under £10. Card games continue to be a focus for Imagination and the range is expanding to deliver gameplay at impulse price points. New games coming through ready for launch at the Toy Fair including Carol Vorderman’s Tribond and Quelf Card Game.

FEBRUARY 2009

SM20

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MARVIN’S MAGIC

TOY FAIR 2009 SJ16

The ever popular Marvin’s Magic Made Easy category has a new look, with many additions especially aimed at youngsters just starting out in magic. Following the success of Freaky Body Illusions, Marvin’s Magic is launching two more sets in its popular Freaky Illusions range – Freaky Eyeball Illusions and Freaky Finger Illusions. These will retail at around £10 and £15. Both will appeal to those aged eight and upwards, with an innovative variety of special effects and illusions – all highly visual and creating maximum impact. The Freaky Eyeball Illusions includes incredible eye-popping illusions such as the Hypnotic Eyes, Multiplying and even Floating Eyeballs. Marvin’s Magic has teamed up with the massively popular BBC TV series The Sorcerer’s Apprentice. Following the success of the first series, the second and third longrunning series will be aired throughout 2009. The new series starts from January and the third series will be shown from the autumn through until Christmas. It has a huge following of budding magicians on CBBC and will be given the most popular and prestigious Sunday morning slot on BBC 1. The Sorcerer’s Apprentice Magic Kit will feature special tricks from the series. Marvin himself featured in the show as the special guest magician and expert on mind magic. The Sorcerer’s Apprentice follows a group of boys and girls at a special magic school.

LEARNING RESOURCES Learning Resources has over 100 new products on show at this year’s Toy Fair. 2009 sees the launch of new additions to its Pretend & Play range, including a Bakery Set for children to strengthen basic early skills and stir up some cooking fun. Encouraging role-play and creativity, this set will get children cracking eggs, sorting fruit pie pieces and rolling out pretend cookie dough. Meanwhile, the Funny Phone is an electronic character packed full of over 300 questions which get children involved in a multitude of activities from tongue twisters to rhyming and singing. The Gears!Gears!Gears! range always delivers a construction challenge, especially with its new addition – a schoolthemed set. Children build their creativity and design their own school and playground of colourful spinning gears. Older children can go head-to-head with Number Knockout, a fast-paced electronic dice game. Children race to knock out numbers and practice mental maths as the game’s cheering crowd and boxing-style announcer add to the excitement.

FEBRUARY 2009

SK15

KSG Ltd is the owner of the Community Trade Mark "SEQUIN ART" and has been using the mark SEQUIN ART for many years in relation to craft kits from which pictures made from sequins can be created. In 2004 Great Gizmos Limited, a UK company, started selling in the UK a hobby kit called "SEQUIN ART" which was imported from a company called 4M Industrial Development Limited, based in Hong Kong. As a result of these sales and the infringement of KSG's trade mark, KSG sued Great Gizmos in the High Court. In those proceedings, Great Gizmos challenged the validity of KSG's trade mark. The trial was heard in June and July 2008 before His Honour Judge Mackie QC. • The court gave judgment in favour of KSG. • Great Gizmos were found liable for trade mark infringement. • Great Gizmos were found liable for passing off by using the sign “Sequin Art” on hobby kits. • Great Gizmos has been injuncted from using the sign “Sequin Art” in relation to these products. • HHJ Mackie found that the mark “Sequin Art” was distinctive of KSG’s products and so the registration was valid • The Court ordered that Great Gizmos pay KSG’s costs. * The Court also awarded damages, the level of which has yet to be decided.

Dedicated monthly retail coverage

Retail Only News • Data • Opinion

BTHA unveils retailer awards shortlist

High Street Page 242 In-Store Promotions, Price Watch and Counter Insurgent....

Indies and multiples compete for coveted national toy store recognition… by Katie Roberts THE BTHA has revealed the shortlist of contenders for this year’s Retailer of the Year awards. The finalists for the toy retailer awards are split across multiple and independent categories in four different regions. Winners from each section will be announced at the 2009 Toy Industry Awards on January 29th, alongside the overall winner at the ceremony, which is being held at the O2 for the first time this year. The retail awards were relaunched in their current format in 2006 by the Toy Retailer Association and are being judged by the BTHA for the first time this year. The overall winner for the last two years has been The Entertainer, with the Crawley branch of the chain

Charts Page 243 This month’s retail charts feature: Asda, Amazon, WH Smiths, The Entertainer and Mail Order Express... The Entertainer’s Crawley branch picked up the award last year

taking the accolade in 2008. In addition, the Toy Supplier Awards, judged by the TRA, will also

be announced at the event, along with the Golden Teddies. BTHA: 0207 701 7271

The shortlist for the Toy Retailer Awards is as follows: INDEPENDENTS:

MULTIPLES:

Ireland BANBA Clarkes Toymaster Mulveys Toymaster

Scotland/North Asda – (Pudsey Leeds) The Entertainer (Bolton) The Entertainer (Sheffield)

Scotland/North Andrew Atkinson Little Treasures Mercer and Son

South Argos Asda (Swindon) The Entertainer (Bristol)

South Bentalls (Kingston Upon Thames) Boswells Toys and Tuck

Wales/Midlands The Entertainer (Birmingham) The Entertainer (Cardiff ) Westgate Stores

Wales/Midlands Fenwicks + Williams and Griffin (Colchester) Langleys Toymaster Moons 4 Toys

New products Page 244 On their way this month are offerings from Bandai, Wesco, Brainstorm, Thumbs Up and the Extreme Group…

Hero Product Page 245 Hasbro’s new range based on the much anticipated Wolverine movie is our latest featured product line.

240

RETAIL SCENE LUTZ MULLER

Sticky situation The astonishingly big US craft market comes under the spotlight with Lutz Muller this month, revealing a strong, traditional, market, which is struggling for growth due to changing demographics…. WITH RETAIL sales at the $30 billion level, the craft market in the US is big – moreso than toys or video games. It is also the largest craft market in the world. See figure one for how it broke out over the last year. Also unlike the toy and video game markets, there are no main manufacturers dominating the craft market place. There are only two publicly-quoted companies active in this field – Mega Brands who bought RoseArt with its activity kits business which included Magnetix; and Action Products International which had bought Curiosity Kids (a small activity kit operation). The vast majority of the craft manufacturers are privatelyowned and quite small. The market is dominated by five retailers – Wal-Mart, Michaels, JoAnn, Hobby Lobby and AC Moore. The last two are regional chains – Hobby Lobby mainly in the SouthWest and AC Moore in the tri-State area on the North East coast. For Michaels, about seven per cent of their sales come from Canada. Their estimated annual craft sales in 2008 are, at wholesale prices:

Fig. 1

Unlike the toy and video game markets, there are no main manufacturers dominating the craft market place and there are only two publiclyquoted companies active in this field. Fig. 2

Michaels Wal-Mart Jo-Ann Hobby Lobby A C Moore

$ 3,85 billion $ 3.00 billion $ 1.95 billion $ 1.80 billion $ 0.50 billion

At retail prices, these retailers account for two-thirds of the market. The remaining 33 per cent are widely scattered – scrapbook stores, needle and sewing stores, etc. There is a continuous decline in their numbers and this is a trend, which appears to be accelerating. Following fairly sharp growth between the beginning of 2000 and middle of 2005, the craft market has stagnated as is demonstrated by the moving annual totals of the three publicly quoted craft retailers (see figure two.) This lack of market growth is further attested to by the fact that five FEBRUARY 2009

Fig. 3

of the lesser craft retailers – Ames, Garden Ridge, MJ Design, Rag Shops and Treasure Island - went Chapter 7 in the past few years. I also looked at the extent consumers were searching for these companies on Google, again suggesting a stagnant picture (see figure three.) The picture looks a little better if one considers the web traffic of these four craft retailers (see figure four.) The craft market has always been characterised by fads. Macrame was followed by Tole painting, followed by Scrapbooking. The last was started in 1987 and has basically stagnated since 2004. Framing, which is another significant category, has grown marginally since 2005 but not enough to qualify for a fad. The only categories that show real growth are knitting and kid crafts but both are too small to make a real difference. The blog metrics for the strongest three categories again suggest a static environment, as seen in figure 5. Other than the absence of fads, there is another more insiduous factor that could be responsible for the absence of growth – demographics of the consumer group. At least a number of national buyers at these retailers think that this is the case.

LUTZ MULLER RETAIL SCENE

www.toynewsmag.com

The craft consumer group is consistent between the four retailers. The numbers in figure six below indicate percentages of either the total US population or of the retailer’s consumer group. The absolutely overwhelming majority is female, white, and childless. Also, the age profile is older than the population at large – three out of the four retailers have 70 per cent of their consumers at over 35 years as opposed to an average of 51 per cent. Also, crafters are better educated than the average – over 50 per cent with college or higher versus the average of 30 per cent. Not so surprisingly, the crafter population is also better off – over 50 per cent make $60K and up versus the average of 33 per cent.

241

Fig. 4

Fig. 5

The craft consumer group is consistent between the four major retailers. This demographic data also at least partly explains why the craft industry is not growing. Caucasians as a percentage of the total population are declining. Childless females are not passing their hobbies on to their children. Older people have fewer years ahead of them to pursue crafts. There is no indication these demographics are going to change and continued absence of growth is therefore a probable future scenario for the American craft industry. 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

A C MOORE JO-ANN

HOBBY LOBBY

Fig. 6 MICHAELS

15 21

4 24

3 25

11 28

6 41

CLASSIFICATION US OVERALL Female Age 3 – 17 years 18 – 34 years 35 – 49 years

50+ years

Caucasian

No children

Income $0 to 30 K

$30 to 60 K

$60 to 100 K

$100K+

Education No College

College

Grad School

FEBRUARY 2009

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HIGHSTREET

Dispatches from the retail front line... OH THE JOYS of the sale season, (now officially longer than the football season). The consumer expecting a sale on the sale that was on the sale which started back in December. Papers full of stories about retailers panic selling, and reducing everything to half of the half of the original half price. Some of the less intelligent consumers thinking that half price of half price of half price is 12.5 per cent less of course 2.5 per cent VAT reduction, meaning they should be paying ten per cent of the original price. If you think that sounds confusing, then that is how confused the consumer is. 3 for 2 didn’t work so, like most I reduced the price by a third, called it a games sale and actually sold more games and only had one customer ask if we were running a 3 for 2. I explained that we had lowered the price instead but if he wanted to pay normal price for two, I would do him the third free. He went out happy, but he took a lower price game as his freebie and paid £2 more. The Woolies sale was a big disappointment to many. What they expected a closing down sale to have, I don’t know, but I did have a customer say to me that they have moved all the good stuff out for when they start up again. That’s how cynical the consumer is to a sale now, but more importantly, how cynical they are to how serious the situation is on the High Street. A recent survey showed that nearly 80 per cent of the public questioned believe prices will fall in 2009. A bigger percentage than we would dare to imagine don’t know the difference the Euro/Dollar will make here in the UK. But the best moan I heard, which probably summed up what the consumer thinks about sales in this day and age, is the customer I overheard talking to a friend on how disappointed she was with the Woolworths sale: “You would have thought they would have bought more in for their closing down sale wouldn’t you?”

FEBRUARY 2008

IN STORE PROMOTIONS Amazon is offering 25 per cent off the price of selected Fifi and the Flowertots and Roary the Racing Car products. 20 per cent can also be saved on many items in the Leapfrog range and a selection of board games are on offer with 25 per cent off while stocks last.

There are up to 2,000 price reductions available at Mail Order Express along with a range of promotions. Consumers who spend £20 on Wow Toys get a Freddie Flyer free and Character Options’ Shining Stars are offered on a buy one, get one free basis.

Toys R Us is offering a free Dr Who Utopia set when customers spend £40 or more on the range and a free backpack when £30 is spent on Winnie the Pooh. The retailer is also offering a range of savings on the Star Wars collection and has a number of competitions running on its website.

The Entertainer’s online store is offering a range of large price cuts on interactive toys including iTeddy, Kota My Triceratops and the FurReal range of toys.

Tesco is also reducing its board games by 25 per cent, with the same discount on all Fisher-Price, VTech, Speed Racer, Meccano, My Baby, FurReal, Dr Who, Hannah Montana, High School Musical and WWE toys and up to 25 per cent off Dora and Diego toys.

From left: There’s 25 per cent off Roary products on Amazon, while Tesco has taken the same amount off High School Musical dolls; Wow Toys are being pushed on Mail Order Express; visitors to TRU can save on Star Wars; and FurReal Friends are popular at The Entertainer…

PRICE CHECK: FEBRUARY TOY

COUNTER INSURGENT

STORE

iTeddy Vivid Imaginations

V.smile TV Learning System Pink with Dora the Explorer VTech

Top Gear Powerlaps Scalextric

Doctor Who Sonic and Laser Duelling Screwdrivers Character Options

Chou Chou My First Tooth Zapf Creation

£29.99

£28.83

£74.99

£17.58

£27.99

£29.99

£39.99

£69.55

N/A

£34.99

£44.97

£29.97

£99.96

£11.98

£29.97

£39.19

£97.89

£23.49

£34.29

N/A

£39.13

£97.86

£29.35

£34.25

RETAIL ONLY

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RETAILCHARTS CHART DATE 15/12/08

W.H. Smith

The Entertainer

CHART DATE 15/12/08

Adopt an Orang-utan

WHSmith

Ben 10 Alien Laboratory Playset

Bandai

Preston Penguin plush

WHSmith

Star Wars Clone Wars – All Terrain Tactical Enforcer

Hasbro

Through the Seasons Jigsaw

WHSmith

Bop It Extreme 2 Pink

Hasbro

R/c Range Rover Sport

New Bright

iTeddy Version 2

DD50 Digital Drum with Lighting Guide & Game System

Yamaha

Kota My Triceratops

Games Compendium

WHSmith

Li’l Luvables Fluffy Factory

Spin Master

Adopt a Tiger

WHSmith

Power Tour Electric Guitar

Hasbro

Adopt a Polar Bear

WHSmith

Sylvanian Families – Hill top Manor

Adopt an Elephant

WHSmith

Digital Super GT

WHSmith

10 Golden Balls board game

10 Wooden Parking Garage

Amazon

CHART DATE 15/12/08

PicooZ Super Miniature Helicopter

Mail Order Express

Vivid Hasbro

Flair Scalextric Vivid

CHART DATE 15/12/08

Silverlit

Scooby Hide and Seek

20Q Version 2

Radica Games

Bob the Builder Clicker Construction Set

Born to Play

Original Rubik’s Cube

Drumond Park

Fireman Sam Jupiter Ride In and Sound Helmet

Born to Play

Top Trumps – Top Gear

Winning Moves

Fireman Sam Fire Station Play-set

Born to Play

Articulate

Group Set 360 piece

Twister

Hasbro

Pink Cosmic Light Scooter

Grossman

Pop up Pirate

Tomy

Spykee the Wifi Spy Robot

Meccano

PicooZ Helicopter Sky Challenger Set

Silverlit

LazyTown Super Sportacus Set

Stylophone – The Original Pocket Electronic Organ

Re:creation

Disney Princess 1400W Hairdryer

10 Bath Bomb Factory

Hamleys 1

50 Greatest Magic Tricks

Interplay

Character Options

Mobilo

Mattel Born to Play

10 Limited Edition Ultimate Ben 10 Set

CHART DATE 15/12/08

ASDA

Bandai

CHART DATE 15/12/08

Marvin’s Magic

Hand Puppets

Bear Timothy Christmas 2008

Hamleys

Ben 10 15cm Figures

Bandai

Sticker Scratcherz

Hamleys

Ben 10 10cm Figures

Bandai

AA battery four pack

Energiser

Hannah Montana Guitar

Matt Nail Jazz Kit

Silverfern

Golden Balls Electronic

UFO Mini Infrared

RDM Creations

Monopoly Here & Now World

PiccoZ Copter

Silverlit

Poochie Pet Set

Asda

Metallic Nail Jazz Kit

Silverfern

Truck Carry Case

Asda

Super Lunar with Lights

Danbar

Rubik’s Cube

Silverlit

10 Bratz Wild West Assortment

10 Insecta

Asda

Re:creation Vivid Hasbro

Drumond Park MGA

mobile.toynewsmag.com The latest news straight to your phone

BOOKMARK US TODAY FEBRUARY 2009

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RETAIL ONLY

PRODUCTNEWS

Power Rangers: Jungle Fury hits shelves BANDAI HAS released the latest range of Power Rangers figures, in what is the 16th consecutive year of the popular boys property. The new range includes 12.5cm Action Figures and Animalized Figures, 16.5cm Animorphin’ Beast

Figures and 30cm Mega Action Figures. Micro Animal Zord Sets, Strike Rider Animal Cycles and Thender Roar Animal Vehicles are also available. Solar Morpher eye shields, the Wolf Ranger Morpher, Tiger Battle

Claws, Claw Cannon Air Blaster, the Jungle Tonfah Staff are all new roleplay items, while new play-sets include a Transforming Beast Master Megazord and the Deluxe Jungle Pride Megazord. Bandai: 01489 790944

Wesco goes Bump in the night WESCO HAS added four new licences to its portfolio for 2009. Joining the new catalogue will be Top Gear, Primeval, Hello Kitty and The Mr Men Show and Mr Men and Little Miss Classic. Both The Mr Men Show and the Mr Men and Little Miss Classic ranges have slightly differing lineups, but clocks and watches form a core part of both ranges.

Money banks, zipper pulls, door plaques, book storage, a USB mouse

and mouse pad, USB light and gift sets are also in development. A predicted top seller for 2009 is the Mr Bump ‘Off The Wall Clock’ which is part of the classic range. When the alarm goes off, Mr Bump will find himself yet again in the wars and he needs to be thrown on the floor or against the wall in order to turn him off. Wesco: 01565 650117

Thumbs Up for new wand THE MAGIC Fun Fly Stick from Thumbs Up creates a magical effect that is innovative and original, and based on scientific principles. The science behind the product is a mini Van de Graaff generator that uses the power of static charge to levitate and control the foil shapes. These flying shapes include butterflies, flowers, orbs and spheres and can be guided through the air by the Fun Fly Stick. With a little practice it is possible to perform tricks and create flying effects that’ll have onlookers amazed. There are no hidden wires or threads and the real secret is the science of positive and negative charge attraction. Thumbs Up: 0845 466 8880

Glowing new products for Brainstorm show up the designs. Glow Superstars offers over 500 stars and cosmic shapes to launch a bedroom into outer space. The kit includes components to construct a planet mobile with Glow Solar System Kit and accessorise with hundreds of glow in the dark stars. Brainstorm: 01200 445113

THREE NEW Glow boxed sets have been added to Brainstorm’s The Original Glowstars Company brand, retailing between £10 to £20. Glow Creations Draw and Glow Projector encourages kids to create their own stickers and pictures and then add glow in the dark highlights. The set also includes a projector torch to

Extreme soars with new kite range LIFESTYLE COMPANY, The Extreme Group has launched a new range of Power Kites into retail. Following the success of the Extreme Skate Range, which launched in July, the firm has added to the expanding hardware family with four new signature kite styles. The kites are suited to all kiting activities including kite boarding, FEBRUARY 2009

kite surfing and snow kiting. The range consists of four Extreme styles for the beginner to the skilled flyer

and wing spans range from 1.4m to 3.1m. The Extreme power kites are made from high quality rip-stop polyester, and are supported by either two or four lines which control, steer and manoeuvre the kite throughout the ‘wind window’ to achieve both speed and power. The Extreme Group: 020 7724 5468

IF YOU HAVE ANY NEWS YOU WOULD LIKE INCLUDED IN THIS SECTION OF TOYNEWS, PLEASE EMAIL Ronnie.Dungan@intentmedia.co.uk

HERO PRODUCT

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245

Hasbro Wolverine The X-Men star is set for a big year with the release of his own TV animation series and a big budget movie coming in the spring. Hasbro’s toy range is part of a huge licensing programme for the character… WOLVERINE’S gritty rebellious character and unstoppable fighting style is captured in a toy range, with RRP’s from £7.99 to £19.99, across action figures, vehicles and role play. Hasbro will advertise its range of 3.75-inch action figures, electronic bikes and figures and the Wolverine Electronic Battle Claw. There are over 500 TVRs planned across April to May, combined with bespoke online and consumer press advertising and heavyweight PR. With the DVD planned for Q4 and continuing animation support, Hasbro says it is “an unstoppable fullyear round opportunity”. TV AND DVD BBC 2 launched the brand new Wolverine animation series on January 3rd 2009 with 26 x 30 min episodes, scheduled for Sundays 6:30pm and Wednesdays 4:30pm. In the second installment of Wolverine 2009 activity, Twentieth Century Fox will re-release the XMen Trilogy DVD box set in March. Fans will once more be able to recapture all three movies from 2000 to 2006, now also on Blu Ray. THE FILM The X-Men have made a total of three blockbuster films: X-Men, X2 and X-Men: The Last Stand, putting their stamp on the theatrical industry with over $1.1 billion dollars at the box office. The next theatrical release, Wolverine, arrives on May 1st and is the prequel for the franchise. It is tipped to be one of the biggest movie events for spring 2009. Huge Jackman returns in the title role battling the evil Deadpool and Sabretooth.

Wolverine is tipped to be one of the biggest movie events of the spring.

Release dates: MARCH 2009 3.75” Movie Figures, £7.99 3.75” Animated Series Figures, £7.99 Wolverine Super Hero Squad 4 Pack, £9.99 Electronic Motorcycle and Figure, £14.99 10” Electronic Wolverine, £19.99 Electronic Battle Claw, £19.99 CONTACT DETAILS: Phone: 020 8569 1234 Website: www.hasbro.co.uk

FEBRUARY 2009

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JC Games will launch Qb, its innovative travel word game, at the London Toy Fair. With a bag, no board and solo and multi-player games, Qb is great to play at home or away. It can be played on any surface, even on one as small as the drop-down tray on an aeroplane. The novel inclusion of two-letter combinations (for example: st, ch, ed) helps make and link words to the word-grid. Examples are shown on the demo page of the new website, qbgame.co.uk. Qb can be played at several different skill levels from an enjoyable family game to

can be played solo for fun and to stimulate the mind. Qb has a year-round market with a wide variety of potential retailers. It is very competitively priced at £12.99 and the small footprint and attractive packaging will be an incentive for retailers to stock it. Qb can be very easily adapted for sale in the many countries [101] that use the Roman alphabet. We are investigating the most appropriate business model to launch Qb in Europe and the USA. competitions between word enthusiasts. Not only a game, it

Visit JC Games at GH3 and go to www.qbgame.co.uk for a taster

The series has attracted interest from licensees with ITV DVD, Kids Music and CBeebies Weekly already on board. Big & Small are also available for live appearances via licensee

Rainbow Productions. The series is being supported by a number of PR activities.

BIG AND SMALL LICENSING

0208 337 7958 Big & Small is a new TV series airing on CBeebies. It is targeted at a young audience and earns a parent vote of confidence as well. The show achieved very high ratings in its debut slot of 8.10am daily. In the first quarter of 2009 the show will be scheduled at 6.35 pm in the prestigious Bedtime slot. There are 52 episodes of this charming series. Each episode has an original song in it and features the vocal talents of Lenny Henry, who provides the voices of Big and Small. He is supported by Imelda Staunton who voices the other characters. The show is featured regularly in CBeebies Weekly comic and has its own dedicated website at http://www.bbc.co.uk/cbeebies/ bigandsmall/.

For more details call Ian Downes at Start Licensing on 0208 337 7958

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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 appearances for these iconic high quality, long lasting character characters! costumes for hire, events, trade fairs and promotions. Our clients include Procter and Gamble, 4 Kids Entertainment , Tesco, Asda, and Motorola.

Danny Smith Doctor Who logo © BBC 2004. Cyberman image © BBC/Kit Pedlar/Gerry Davis 1966. Licensed by BBC Worldwide Limited.

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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

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No. 1 in the UK for model kits and accessories

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ian@startlicensing.co.uk

01827 54551

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www.uk.sgs.com

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toys@struk.co.uk

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01279 821333

sales@cambridgebrainbox.co.uk

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01323 485550

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Danbar International Ltd. Debut Sport

01707 260 111 0117 966 8889

sales@danbartoys.com info@debutsport.co.uk

www.debutsport.co.uk

Esdevium Games

01420 593 593

sales@esdeviumgames.com

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01702 295110

sales@flyingtoys.com

08700 134 411

uktradesales@games-workshop.co.uk

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www.games-workshop.com

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01582 849 000

magic@marvinsmagic.com

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01869 363800

sales@ravensburger.com

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Ravensburger Revell

www.qbgame.co.uk

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ukbranch@revell.de

www.revell.com

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01462 446 040

info@thepuppetcompany.com

www.thepuppetcompany.com

Thumbs Up FT Creations

0845 466 8880 020 8965 7087

sales@thumbsupuk.com info@ftcreations.co.uk

www.thumbsupuk.com www.ftcreations.co.uk www.agenta.demon.co.uk/voila.html

Voila (Agenta Marketing)

01536 401128

sales@agentamarketing.com

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0207 381 2302

enquiries@wowtoys.com

ZooBooKoo

01473 735346

www.wowtoys.com www.zoobookoo.com

■ Toy Suppliers 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

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sales@sambro.co.uk

www.sambro.co.uk

Richard Edward Sambro International

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256

FEATURE PLANNER

2009 FEATURE PLANNER MARCH 2009 Show Reviews Outdoor Toys Toy of the Year Award Winners Science & Education Toys

• • •

•

Editorial Deadline: January 9th Advertising Deadline: February 13th

APRIL 2009

Market Special • Boys Games & Puzzles • Track Racing & Trains • Kids’ Magazines •

Editorial Deadline: February 13th Advertising Deadline: March 13th

MAY 2009

Toymaster Show Special • Action Vehicles (inc. R/C and Die-Cast) • Pre-school • Large Dolls •Editorial Deadline: March 13th Advertising Deadline: April 10th

JUNE 2009

•

Girls Market Special Fashion Dolls Summer Movies Editorial Deadline: April 10th Advertising Deadline: May 8th

JULY 2009

•

• Magnetic

•

Electronic Learning Dress-Up and Halloween Creative Play Editorial Deadline: May 8th Advertising Deadline: June 17th

AUGUST 2009

•

Construction Toys Plush Green Products Editorial Deadline: June 12th Advertising Deadline: July 7th

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

FEBRUARY 2009

TOY TALK

W IN !

Ha di nna gi h ta M lc o am nt er ana as

Our generous friends at Re:creation are giving away five Hannah Montana Pix Click digital cameras featuring Disney Pix photo editing software and a selection of Disney backgrounds, as featured in this month’s exclusive Disney Consumer Products supplement. To win just answer the following question:

How many photos can be stored on the Pix Click digital camera? a) 100 b) 200 c) 300 Send your answer plus your name, company name and address to: toynewscompetition@intentmedia.co.uk by February 28th 2009.

257

You’ve got mail Subject: Chris Spalding, Managing Director, Leapfrog EMEA > How is life at LeapFrog treating you so far? My first eight weeks at LeapFrog have been exciting. I have joined at a very unique time for the industry (indeed all industries) – in the current economic climate. I also joined during the peak sales period. One of my main reasons for joining LeapFrog is the fact that it is more than just a toy company. It has a dual approach of ‘learning and play’ which we have demonstrated this season with the launch of our new reading system Tag, which brings me on to the second reason for joining – great innovation. The Tag reading system is one of the most innovative products within the industry at the moment and we are seeing strong sales over the Christmas period in all of the markets I cover within EMEA, which leads me to the people at LeapFrog – a great team and another reason for joining. So in summary my first few weeks have been a great learning path for me, and I am enjoying every moment of it. > And a steep learning path at that. You joined from a position in publishing didn’t you? What made you decide to move into toys? Yes I joined from publishing. I have worked in a number of industries including FMCG, leisure and drinks and I love a new challenge. I enjoy learning new things and if I can help a business move forward whilst learning about new markets that creates the best of both worlds – and I believe this role will achieve that. I am bringing experience from a wide range of roles, in both domestic and international companies. LeapFrog has a terrific reputation and knows where it’s going. All this will help me as I grow LeapFrog’s business within the UK and Internationally. > Toy Fair and Nuremberg are nearly upon us - how has the planning for your first Toy Fair gone and what can we expect to see from LeapFrog at ExCel this year? We have spent a lot of time developing our stand to highlight our new products for 2009 and how they build upon our strengths. We are very focused on our connected products, like Tag as I mentioned earlier. Watch this space, as we have developed a number of innovative new products, which we will be launching this year. LeapFrog leads the way with innovation and this year will be no exception. > The firm reported some impressive sales figures in 2008, is this growth expected to continue in 2009 with these new products on board? You are right, we have had good growth in 2008. We will continue to focus on driving sales in 2009, we have a series of new launches, a strong team and we have a few surprises planned, too. > So, any idea of marketing plans for 09 and the new line-up? You used celebrity mum Sinitta for the Tag campaign last year, do you have more of the same in store? I am still finalising the details of our marketing plans, but I am keen to continue the strong campaigns we had in 2008, and to make them work even harder for us in 2009. We have been looking at how we communicate with our consumer and will be reviewing how we invest to gain maximum cut-through in 09.

FEBRUARY 2009

258

TOY TALK

TOY TALK Still a chance to work on tightening those buns in the Big Kids Bike Ride; a boost for the Museum of Childhood and Mattel goes on manoeuvres… EMPTY SADDLES The Good Lord willing and the creek don’t rise, the places should have been filled by the time you read this, but just in case they haven’t, there is still room for extra participants in the Big Kids Bike in aid of the Toy Trust. The event will have a Gladiatorial theme following the route of the Roman Legions around England and will take place on Saturday May 16th 2009. The Toy Trust, is looking for sponsors who will guarantee £5,000 per leg and will organise a team to take part in their section. Each section is around 60 miles. If you’re interested in taking part contact Toy Trust chairman Robert Mann at robert.mann@tomy.co.uk.

MIKE RIDGE Mega Brands’ senior channel manager Mike Ridge passed away just before Christmas. His colleagues at Mega Brands have asked to include the following tribute to him: “Mike (Ridgy to many) sadly passed away Friday 19th December after a brave nine month fight against Cancer. Mike was only 48 and started in toys as a salesman with Tyco and in a career that lasted nearly 20 years he also worked for Chelful, Gosh, Treasure Trove and most recently as Senior Channel Manager for Mega Brands. “Mike was diagnosed with Cancer in April this year and with the support of his partner Denise, children Josh and Lizzie, family and friends he approached his illness with a determination to live life to the full for as long as he could. Ridgy will be remembered and loved by his many friends within the industry for his positive, up-beat approach to business, his tremendous sense of fun and dry humour. “Our thoughts are now with his loved ones.”

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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 2009 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

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FEBRUARY 2009

Lori Heiss, Senior Director International Marketing, HIT Entertainment

KIDS GET TOUGH Fisher-Price has been putting its Kid Tough range to the test at an army boot camp. The Kid Tough camera and soon to be launched Walkie Talkies were put through their paces by preschoolers at the Winchester Army Training Regiment in Hampshire. 20 children, all aged between 3 and 5 years old, were charged with testing the company’s claims of kid-toughness, including soaking them in a mud pit, bouncing them across the ground and carrying them under a cargo net.

TOY MUSEUM BOOSTED The archives of four famous British toy manufacturers, donated to the Museum of Childhood when they ceased trading in the 1970s and 1980s, are to be preserved for future generations thanks to a Heritage Lottery Fund grant of £244,500. The archives include photographs, adverts, catalogues and materials from the hey-day of British toy manufacturing including artifacts from Lines Brothers (1919 – 1971) makers of Tri-ang toys and Pedigree dolls; educational specialist Abbatt Toys (1932 – 1971); Mettoy (1933-1983) – best known for Corgi vehicles and the Spacehopper; and Palitoy (1919 – 1986) –famous for the production of Action Man (above) and Star Wars. The collections are to be the focus of a new three and a half year project at the museum.

MY No.1s

Number one album: Born to Run, Bruce Springsteen tied with The Joshua Tree by U2. -------------------------------------------------Film: Breakfast at Tiffany's. -------------------------------------------------Website: What Would Tyler Durden Do (wwtdd.com). -------------------------------------------------Hero: Audrey Hepburn (forget Angelina, Audrey was the original UNICEF goodwill ambassador). -------------------------------------------------Book: Breakfast of Champions by Kurt Vonnegut . -------------------------------------------------Number one single when you were born: Venus by Shocking Blue. -------------------------------------------------Magazine: The Economist (Just kidding -- it's really Heat). -------------------------------------------------Holiday: Aruba for Christmas - it's nice to have the whole family together every year as I live so far from them. -------------------------------------------------Game/toy: My new Wii! I'm ace at bowling. -------------------------------------------------Food: A cheeseburger from the Corner Bistro in Greenwich Village NYC. --------------------------------------------------