Toy News February 2011 by Intent Media (now Newbay Media Europe)

Issue 114

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

INSIDE…

TOY FAIR 2011 PREVIEW All you need for this month’s big showcase at Olympia

GERMANY CALLING... Next stop Nurnberg and the ever-growing Spielwarenmesse

PROTECT AND SURVIVE How to get through the show season with mind and body intact

RETAIL BUYERS GUIDE The names you need to know at the stores you want to be in

www.toynews-online.biz

February 2011

Contents REGULARS

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

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

News

Media Tracker

Campaign of the month

GMTV stats

Exclusive NPD analysis

Appointments

Katie Roberts Deputy Editor Katie.Roberts@intentmedia.co.uk

GAP YEAR

Emily Briggs Sales Manager Emily.Briggs@intentmedia.co.uk

218 Counter Insurgent 218 Price Check

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

219 Retail Charts 220 New Products 222 Hero Product

Jon Salisbury Contributor jon@wotkidzwant.com

232 ToyTalk 234 Editorial planner

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

LICENSING

Editorial: 01992 535646 Advertising: 01992 535647

News

Licensing Timeline Q1

Licensing Timeline Q2

Licensing Timeline Q3

Intent Media is a member of the Periodical Publishers Associations

Licensing Timeline Q4

AUDITED CIRCULATION:

COMMENT

Average Net Circulation: 6,043 July 1st 2009 to June 30th 2010. www.toynews-online.biz ■ ToyNews circulation is 15.9% higher than its closest competitor. ■ ToyNews requested or paid for circulation is 23.4% higher than its closest competitor. ■ ToyNews has 100% named circulation and 0% duplication.

IT FEELS a little odd to still be talking about Woolworths two years after it crashed and burned, but it seems that the aftershocks from that have only now completely died down. According to NPD we have now officially filled the gap in the market left by the disappearance of the High Street icon, with the growth achieved in 2010 finally bringing the trade back to the same level of value as 2008. See our story inside to get more on that. Nice to kick off the year with that kind of good news and the industry can take that into a Toy Fair that already looks like it is going to be one of the trade’s most positive experiences for years, if stand sales are anything to go by. Also in this bumper trade show issue we have an updated retail buyers guide; a quarter by

Nice to kick off the year with the kind of good news that the industry can take into Toy Fair. quarter map of the licensing year; a Wall Street focus; TV market insight; rising stars; a spotlight on online toy retailing; children’s media habits; oh, and a quiz to cure any periods of microboredom you might experience. And then, of course, there’s a comprehensive run-down of who’s doing what at the Olympia Toy Fair and Nurnberg Spielwarenmesse, plus a look at the New York Toy Fair. Not to mention all the regulars, of course. No, really, it’s all part of the service. Ronnie Dungan ronnie.dungan@intentmedia.co.uk

FEATURES 20

Your Toy Fair survival guide

Buyers Guide

Analysis: Childrenâ&#x20AC;&#x2122;s programming

Young Guns

Kidz Global brand awareness research

The Big Quiz

Virtual worlds focus

SHOW PREVIEWS

SPIELWARENMESSE

Online poll

Retail Awards nominee run down

Supplier Focus: Re:creation

US Toy Fair preview

Jon Salisbury

90 - 91

Floor plan & Exhibitors list

92 - 121

Show guide

TOY FAIR 124 - 126

Floor plan & Exhibitors list

129 - 214

Show guide

NEWS

New faces boost buoyant HTI

WALLS: Stepping up

Walls and Wood add to senior management as half year sales rocket by Katie Roberts HTI has reported a 20 per cent increase in sales over the last six months and has made two senior management appointments. The business posted revenues of £42.4million (£35.2million in 2009) in the half year to September 30th, achieving ‘excellent growth in key international markets’. The firm has cited the global popularity of its JCB range of construction toys and Zanussi role-play kitchens as a key driver of sales. Over 25 per cent of HTI’s sales are generated from non-UK markets, with products now sold in over 70 countries across Europe, the Middle

East, Asia, Australasia and the Americas. It also said role-play toys, bikes and scooters under classic British brands – such as Peppa Pig and Fireman Sam – and fashion brands such as Hello Kitty had “exceeded expectations” in its domestic market. HTI also confirmed two senior appointments to its management team. Mark Walls has been appointed UK managing director. Moving up from being the firm’s sales director, Walls previously held senior sales management roles at Vivid Imaginations. He started his career at HTI where he worked his way up the ranks through a number of different UK sales roles.

In addition, Mary Wood joins as director of marketing. Following several management positions at Mattel UK, Wood has managed senior international sales and marketing roles for some of Europe’s leading toy designers and distributors, including Zapf Creation. Commenting on the performance, John Hutt, chief executive of HTI, said: “We’ve continued to invest heavily in the business – from licences and tooling to people and process – which means our customers can achieve the very best quality, range, innovation and value in their toy categories. “Despite consumer spending remaining subdued in certain parts of

the global economy, the toy market continues to show its resilience and the group’s focus on some of the sectors fastest-growing areas puts it in a strong position for the year ahead.” Commenting on the new appointments, he added: “Both Mark and Mary bring a terrific amount of expertise and experience.” HTI: 01253 775533

Weather hits Mothercare Q3 sales by Katie Roberts MOTHERCARE HAS reported a strong third quarter internationally, but UK figures were impacted by the recent adverse weather. The retailer reported results for the 12 weeks ended January 1st 2011. For the third quarter worldwide network sales rose by 9.6 per cent and total group sales were up 0.4 per cent. Following a strong start to the quarter, the total UK sales slipped by 1.9 per cent. UK like-for-like sales were also down by 5.8 per cent. Direct in Home sales, however, were up 10.2 per cent. For the year-to-date, worldwide network sales were up 8.2 per cent and total sales by 1.7 per cent. Total UK sales were down by just one per cent and UK like-for-like sales were down 4.5 per cent. International franchisee retail sales were up 17.4 per cent and Direct in Home sales were up 13.3 per cent. Ben Gordon, chief executive, said: “We continue to make good progress with our key strategic initiatives, including the UK property restructure and the rapid growth of FEBRUARY 2011

In the UK, after a strong start, sales were impacted significantly by the adverse weather conditions. Ben Gordon, CEO

wholesale, direct and international. “In the UK, after a strong start to the quarter, sales were impacted significantly by the adverse winter weather conditions which caused widespread disruption, particularly in our out of town stores. Direct deliveries were also affected and we cut off Christmas orders early to ensure that our customers received their deliveries on time.

“We estimate that the weather disruption has reduced UK like-forlike sales in the third quarter by approximately four per cent, with toy sales particularly affected, and as a result, full year UK gross margin will be one per cent lower than previous guidance. “Whilst this will be partly offset by cost savings, including a significant reduction in the share based payments charge, we expect Group Underlying Profit Before Taxation for the full year to be below current market expectations. “International has had another strong quarter with total retail sales up 17.6 per cent. So far this year we have opened 157 new overseas stores taking the total to 885. “Worldwide, we now have a total of 1,262 stores in 55 countries with 377 stores in the UK, 390 in Europe, 262 in the Middle East and Africa and 233 in Asia-Pacific. “Whilst international continues to grow rapidly, we are planning cautiously in the UK where the consumer environment remains difficult.” Mothercare: 01923 241000

NEWS

www.toynews-online.biz

NPD stats show Woolies hangover cleared End of year data shows market back to 2008 levels, with VTech’s Kidizoom camera top of the present pile by Ronnie Dungan END of year figures from NPD show that the market is finally back to the level it was prior to Woolworths crashing out of the market in 2008. Last year the market’s value was £2.67bn, this year, with one week’s data still left to analyse, NPD says the total market value will be around £2.83bn, which brings it in line with the market pre-Woolies and also adds some natural growth. “It was a really positive year,” said NPD’s industry analyst Frederique Tutt. “It’s back at the level it was before Woolworths went under in 2008. Retailers on a like for like basis have filled the gap. But there is also incremental growth as well. “December started slowly because of the snow so there was a negative start to the month in the first week and a lot of sales went online that week. But week 49 was up by nine per cent, week 50 by five per cent and 51 by 15 per cent. So overall December should be around seven per cent up on last year.” The average price was also up on

It was a really positive year. Retailers on a like for like basis have filled the gap but there is also incremental growth as well. Frederique Tutt, NPD

Simon returns to lead Hasbro games charge by Ronnie Dungan THE RETURN of Eighties electronic game classic, Simon, leads Hasbro’s 2011 charge in the games category. Simon Flash sees players swap and switch the four electronic, coloured tiles to match the colour sequence order called out by the game. It features four games of memory and logic, extending beyond the original Simon, including a solo game. New games for spring include Monkey Dunk where players race to fling monkeys into a lagoon; Ratuki a new family card game; Shark Attack,

2009, standing at £9.32 in the penultimate week of the year, having been skewed higher by the purchase of bigger ticket present items earlier in the month. As it was last year, VTech’s Kidizoom camera looks likely to be the number one seller for the year, and at Christmas, trumping its own video camera successor and some strong showings from the board games market.

Kidizoom Digital Camera ......VTech Zhu Zhu Hamster Asst ....Character Logo ........................Drumond Park Monopoly ............................Hasbro Monopoly Revolution ..........Hasbro Articulate ................Drumond Park Scrabble................................Mattel Toy Story Deluxe Buzz ............Vivid First Steps Babywalker..........VTech Cluedo Re-Invention............Hasbro

Stockton moves up

Eighties favourite Simon has returned

which features a motorised shark chasing fish around the game board; new editions of Connect 4: Launchers and Game of Life – Adventures. Bop-It XT is available in the autumn and features play modes including Single Player, Pass It, and Party, and four levels of play for a different range of abilities. A headphone jack is also included in the Bop-It! XT unit to allow kids to fine tune their skills quietly, or hook

UK sales (value) week 51

by Katie Roberts

up to speakers for group play. Old dinner party favourites Scattegories and Taboo are also returning to the fold. Hasbro: 0208 569 1234

MATTEL has confirmed that Neil Friedman is to leave his position as president of Mattel Brands in March. In addition, the company has appointed Bryan Stockton, Mattel’s president of international, to the new role of chief operating officer. Stockton will have responsibility for day-to-day operations, including overseeing the design, development, marketing and sale of all Mattel's toy brands globally, plus its licensed products and digital networks. “Bryan has an impressive track record at Mattel and I want to congratulate him on his new responsibilities,” said Bob Eckert, chairman and CEO at Mattel. Mattel: 01628 500000 FEBRUARY 2011

NEWS

Dalek boost for Kids@Play Toy Fair stand to host new collection of ‘ride-in’ products as ambitious firm expands... by Ronnie Dungan RIDE-ON SPECIALIST Kids@Play believes it has a huge hit on its hands, with a new range of ride-in Dalek toys. The sit in Dalek has an inflatable body attached to a high density plastic base and is powered by a rechargeable 6V motor with 360 degree steering. It also features flashing lights to give it an atmospheric glow and is surrounded by a soft bumper to protect furniture, so is suitable for both indoors and outdoors activity. It is aimed at ages three to six years old, with a 30kg maximum child weight. It comes in three parts – base, body section with movable

Case dismissed for WowWee THE CASE bought against WowWee in relation to its Paper Jamz line has been dismissed. In November last year, Gibson Guitars filed a lawsuit, claiming the Paper Jamz guitars were based on its own designs and thus the firm wanted to licence the designs. Leon Garfinkle, executive vice president, WowWee Canada, explained the outcome of the case: “WowWee has confirmed that the Gibson dispute has been settled. All cases brought by Gibson against WowWee and its vendors have been or are being dismissed with prejudice. “Because the case was dismissed, the preliminary injunction has not been and will not be enforced.”

FEBRUARY 2011

Topps goes 3D with new collection The new ride-in Daleks will be backed by an in-store video and with TV ads.

manipulator and exterminator arms and a removable head section, An in-store video will be available and it will also be advertised on TV in the autumn. The line will be on the Zappies stand at Toy Fair. Kids@Play: 01291 635551

Now Mattel readies Angry Birds game MATTEL will be releasing a board game version of the hugely popular iPhone application Angry Birds later in the year. Angry Birds: Knock on Wood, is a 3D version of the video game in which players fire chubby birds at a variety of structures in a bid to eliminate the pigs hidden within. It comes with a slingshot. The iPhone app has been the most popular paidfor application for most of the year and boasts an astonishing 50 million downloads since its launch. In the twoto-four player title, both sides will play a cardbased strategy game that supplies the

materials necessary for building the pigs’ structure, and the birds to knock it down. Players then tally points based on how much of their structure is left standing or how much of their foe’s they knocked down. It comes with three Angry Birds figurines, four pigs, 14 blocks, 56 different mission cards and, of course, the slingshot. Mattel: 01628 500000

Mattel is looking to capitalise on the current popularity of Angry Birds

TOPPS new Premier League collection is following the current cinematic vogue by going 3D. The 2011 sticker album comes with 3D glasses so kids can see the images in their full glory. The new-look collection, which will cost 50p for a pack of six, comprises more than 450 stickers and will include club information, facts and player statistics. Another new feature for the 2011 line is the addition of a past legend from each club, including players such as Tottenham’s David Ginola and Liverpool’s Robbie Fowler. Rod Pearson, marketing director at Topps, said: “The Topps 2011 Premier League sticker collection is an amazing addition to the Topps family and we’re very excited to include the 3D stickers for the very first time. “We’ve given the collection an exciting new look and introduced a number of new features which we’re confident that our collectors old and new are going to love.” Topps is also offering collectors the chance to win with Match Attax in the new ‘Find Ferdinand’ campaign. Topps: 01908 561588

NEWS

www.toynews-online.biz

Jakks building on 2010 progress Plans for increased distribution and bigger turnover ● Strongest ever product offering being lined up for 2011... by Ronnie Dungan JAKKS PACIFIC is looking to further expand its new UK operation, which opened its doors last year, promising growth in turnover, distribution and range. 2010 saw the firm establish its UK operation, growing staff numbers from two to six, open a domestic warehouse, run four TV campaigns and two heavyweight PR campaigns. The company believes it will have its strongest-ever product offering and is anticipating “substantial” growth in both depth of distribution and turnover. Central to its plans is its Disney portfolio including the Disney Princess, Fairies, Rapunzel, Novelty and Club Penguin lines. Disney Princess has an extensive range of role play toys including dress-up accessories, cooking, cleaning, shopping and fantasy play. The line will be backed by a spring TV ad and three more in the autumn. On the back of Disney’s Tangled movie, there is the launch of Rapunzel’s Light and Sound Vanity Table; Shimmer ‘n Shine Wig – with light up barrette; Musical Brush Set, Slippers and a Glimmer n’ Glow Birthday Lantern. Disney Fairies has additions for older girls, specialising in jewellery and styling, while the firm’s Disney Novelty line-up features a broad

2010 saw Jakks increase its team in the UK from just two to six people

spread of Disney characters across mobile phones, cameras, car keys and many more. New introductions will include Cars 2 and Phineas & Ferb. Club Penguin will continue, with each product in the range containing a coin with a code to unlock special features in the virtual community. The range consists of serialised

Penguin Plush, Puffles, Mix n Match Figures, Vehicle & Figures, Puffle Clip-Ons and an Electronic Air Hockey Play Set with real air flow. It will be TV advertised with additional PR in 2011. Real Construction will be expanded with chunkier clever tools for bigger building projects.

It will also receive year-round TV and PR support. Spy Net will have a broader line of price points and new TV lines to be featured in 2011, while the TNA wrestling range gathers pace as the franchise continues to build its popularity. Jakks has the master toy line for SpongeBob Squarepants with a line-up including action figures, play-sets and feature plush. Lastly, the firm also has the master toy range for Dreamworks’ forthcoming October cinema release Real Steal and will launch action figures, play-sets and role play items. The story rotates around an underground league of fighting robots and stars Hugh Jackman. Jakks: 01344 638900

STATS

Media tracker TOP LICENSED TOYS YTD OCTOBER 2010 (BY VALUE)

Behind THE SCREEN By Clive Crouch TO GO FORWARD in this business, we sometimes have to go back and take stock in order to realise just how far we have come. Allow me to demonstrate my point by means of a change of usage in vocabulary which identifies our affinity for viewing television. What was once called ‘appreciation’ is now referred to as ‘engagement’. What was once ‘programmes’ is now ‘content’. These words have evolved because they more accurately reflect behaviour and usage. The British Audience Research Bureau (BARB) measures viewing, but consumption of television is about behaviour and that has changed beyond recognition. Viewers can now Tweet while shows are on and engage with shows online (The Million Pound Drop,) all during real time, which in turn gives the broadcaster a reaction in terms of numbers to their shows. We can rationalise this and by taking out the emotion, we are left with a true audience rating as measured by BARB. The desire to measure the values of engagement and monetise its values into a common currency will require the support of both advertisers and broadcasters, a position already embedded in the principles of BARB. To understand and appreciate how difficult that would be, consider the comparative values in terms of engagement (or appreciation if you prefer) in just one genre – TV game shows. The Weakest Link versus Golden Balls, Countdown versus Who Wants to be a Millionaire?, or at the other end of entertainment, National Geographic Wild versus Pimp My Ride. Now before you even reflect on the relative values of those shows, you have to consider the viewing position in terms of existing platforms, together with new emerging

FEBRUARY 2011

platforms and how individuals engage with them. The challenge is huge, at some time it will be addressed but for now, I will leave it hanging and turn to a show that we can all relate to with different levels of engagement. On at least two occasions over the festive season, Channel 4 scheduled 100 Greatest Toys. Now I am usually no fan of countdown shows and I successfully managed to navigate away from a number of others across the period, but for me this was top entertainment, presented by a top host. Throughout the show, there was a constant air of anticipation and excitement even speculating on the number one toy soon after the first break. 100 Greatest Toys certainly engaged me to the point where I was forgiving of the testimonial inserts from individuals all referred to as television presenters. I know there are a lot of channels, but I had never seen most of these people who all had an uncanny impromptu affinity to Action Man, Cabbage Patch and others, bearing little or no resemblance to their respective age or gender. The overriding take out for me was a demonstration of the talent, creativity, marketing and risk expertise of the people involved in this industry. The challenge to the toy industry in terms of technology bringing forth competition from Atari to PlayStation and beyond, has been met with the aforementioned skill and creativity. The iPad and Apps may be the next challenge to this business, but another show in another time will tell the same story. I will look forward to engaging with it in a more measured fashion. www.clivecrouch.com info@clivecrouch.com 07831 670453

1 TOY STORY DELUXE TALKING BUZZ

VIVID

2 TOY STORY 3 DELUXE BUZZ JET PACK

MATTEL

3 TOY STORY 3 DELUXE TALKING FIGURE ASSORTMENT

MATTEL

4 BEN 10 ULTIMATE ALIEN DELUXE VEHICLE

BANDAI

5 STAR WARS LUKE’S LANDSPEEDER

LEGO

6 LEGO GAMES HARRY POTTER HOGWARTS

LEGO

7 STAR WARS REBEL TROOPER/SNOW TROOPER PACK

LEGO

8 STAR WARS GENERAL GRIEVOUS LIGHT

HASBRO

9 SYLVANIAN FAMILIES CARAVAN AND FAMILY CAR

FLAIR

10 HARRY POTTER HOGWARTS CASTLE

LEGO

SOURCE:

MARKET VALUE YEAR TO DATE (NOVEMBER)

2009 vs 2010 £2,500,000,000

£1,700,000,000

£850,000,000

£2.23BN £2.03BN 2009

2010

SOURCE: NPD/TOYNEWS

STATS

www.toynews-online.biz

TV insight from former GMTV veteran, Clive Crouch; toy market value; top licensed toys and comparative market data on all manner of entertainment products….

LICENSES VALUE % SHARE BY SUPERCATEGORY 2009 VS 2010 CATEGORY 80

Overall, licences have struggled to have the same impact in 2010 as they have in the past, accounting for 26 per cent of total sales with licences becoming a smaller proportion of the market in plush, vehicles, dolls and arts & crafts. Licensing remains most important in action figures, accounting for two thirds of total sales.

70 60

TOTAL TOY MARKET ACTION FIGURES & ACCESSORIES ARTS & CRAFTS BUILDING SETS

DOLLS GAMES/PUZZLES

INFANT/PRESCHOOL

YOUTH ELECTRONICS OUTDOOR & SPORTS TOYS

PLUSH

VEHICLES ALL OTHER TOYS

0 09/10 09/10 09/10 09/10 09/10 09/10 09/10 09/10 09/10 09/10 09/10 09/10

SOURCE:

TOP 10 PAID IPHONE APPS (W/E 07/01/11) 1 ANGRY BIRDS

ALL FORMATS GAMES CHART (W/E 07/01/11) ROVIO

2 FAMILY GUY TIME

GLU

3 WHERE’S WALLY?

LUDIA

4 CUT THE ROPE 5 FRUIT NINJA 6 WHATSAPP MESSENGER

CHILLINGO HALF BRICK STUDIOS WHATSAPP

7 TUNEIN RADIO

SRT

8 DOODLE JUMP

LIMA SKY

1 FIFA 11 2 CALL OF DUTY: BLACK OPS 3 NEED FOR SPEED: HOT PURSUIT

ACTIVISION ELECTRONIC ARTS

4 JUST DANCE 2

UBISOFT

5 ASSASSIN’S CREED: BROTHERHOOD

UBISOFT

6 KINECT SPORTS 7 GRAN TURISMO 5 8 THE SIMS 3

9 PIRATES VS NINJAS VS ZOMBIES VS PANDAS

PAN VISION

9 FALLOUT: NEW VEGAS

10 BALDBOOTH

PIVI AND CO

10 DANCE CENTRAL

SOURCE: APPLE

ELECTRONIC ARTS

MICROSOFT SONY ELECTRONIC ARTS BETHESDA MICROSOFT

SOURCE: GFK CHART TRACK/UKIE

FEBRUARY 2011

CAMPAIGN OF THE MONTH

Trivial Pursuit Hasbro Hasbro continues to update and reinvent its classic game brands and has hooked up with superbrand Guinness to formulate a six-week pub promotion around Trivial Pursuit’s latest incarnation, Trivial Pursuit: Bet You Know It…. HASBRO CONTINUES to intrigue and engage consumers with its Trivial Pursuit brand in new and innovative ways. Taking trivia to the masses, the firm has entered into a unique collaboration with Guinness makers, Diageo, to deliver a sixweek ‘Guinness Pub Quiz powered by Trivial Pursuit’ programme. The pub quiz format has been rolled out across over 2,500 pubs around the UK. Specially designed question packs have been created highlighting the

The pub quiz format has been rolled out across over 2,500 pubs around the UK, in a bid to whet quiz going fans’ appetites.

new style content and question format, in a bid to whet quiz-going Trivial Pursuit fans’ appetites. Leading its adult games category, Hasbro continues to reinvent Trivial Pursuit to make it relevant to today’s audience.

Trivial Pursuit: Bet You Know It remains the hero product in the range, the most inclusive version of the game. Players don’t have to know the answers to win, but they do need to know the other players and know them well. The game is designed for any social situation, taking the best bits of the traditional Trivial Pursuit game and combining them with high stakes betting for added adrenaline. Players must place their trust in the knowledge of their friends and bet on whether or not their opponents know the answer.

AIRTIME STATISTICS

Top programmes The top-performing children’s TV shows on terrestrial and multi-channel....

SHOWS ACROSS ALL TIMES DEC 10 CHANNEL

1 CBBC

SHOWS ACROSS ALL TIMES YTD JAN-DEC 10

PROGRAMME TITLE

TVR PROG SHARE '000 (AVG) COUNT

Combat Kids

CHANNEL

PROGRAMME TITLE

3.00

256

1 CBBC

2 CBeebies Everything's Rosie

2.60

226

2 CBeebies Cbeebies Pantomime: Oh Yes it is

3 CBBC

2.40

208

4 CBeebies Cbeebies Pantomime: Oh Yes it is

2.40

207

5 CBBC

Sam and Mark's TMI Friday

2.10

6 CBBC

Horrible Histories

2.10

Hedz

Combat Kids

TVR PROG SHARE '000 (AVG) COUNT

2.50

217

2.40

207

3 CBBC

Sport Relief Does We Are the Champions 2.40

205

4 CBBC

Bernard

2.40

203

182

5 CITV/ITV

Phineas and Ferb

2.10

182

180

6 CBBC

Backstage: Bo & the Spirit World

2.10

180

7 CBeebies Let's Celebrate

2.10

179

7 CITV/ITV

Spongebob Squarepants

2.10

179

8 CBBC

Live 'n' Deadly

2.00

176

8 CBBC

Sarah Jane Alien Files

2.00

171

9 CBBC

TMI

1.90

168

9 CBBC

Trapped: Ever After

2.00

169

10 CBBC

Ooglies

1.90

167

10 CBBC

Hedz

2.00

168

COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) DEC 10 CHANNEL

PROGRAMME TITLE

COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) YTD JAN-DEC 10

TVR PROG SHARE '000 (AVG) COUNT

CHANNEL

1 CITV/ITV Spongebob Squarepants

1.40

120

1 CITV/ITV Phineas and Ferb

2.10

182

2 CITV/ITV

Horrid Henry

1.30

108

2 CITV/ITV

Spongebob Squarepants

2.10

179

3 CITV/ITV

Ben 10: Alien Force

1.10

3 CITV/ITV

Batman: The Brave and the Bold

1.80

160

4 CITV/ITV

Phineas and Ferb

1.10

4 CITV/ITV

Aaron Stone

1.80

157

5 CITV

Curious George: A Very Monkey Christmas 0.90

5 CITV

Film: The BFG (1989)

1.80

155

6 CITV

Horrid Henry

0.90

148

6 CITV/ITV

Ben 10: Alien Force

1.60

136

7 ITV1

The Cool Stuff Collective

0.80

7 CITV/ITV

Penguins of Madagascar

1.60

134

8 CITV/ITV

The Replacements

0.70

8 CITV/ITV

Shaggy and Scooby Doo Get a Clue

1.60

134

9 Cartoonito Fireman Sam: Great Fire of Pontypandy 0.70

9 CITV/ITV

Horrid Henry

1.50

127

10 CITV

10 CITV/ITV

Chop Socky Chooks

1.30

111

Mission: Green Santa

SOURCE: INFOSYS/BARB.

FEBRUARY 2011

0.70

PROGRAMME TITLE

NOTE: THESE CHARTS ARE BASED ON AVERAGE PERFORMANCE

TVR PROG SHARE '000 (AVG) COUNT

NPD RESEARCH

Retail Sales Trends

Properties

Youth electronics and dolls lead growth in November NOVEMBER IS the second most important month of the year for the toy market after December, accounting for around 17 per cent of money spent on toys in a year. In 2010 the total market grew by four per cent by value in November with volume sales static. This growth was driven by price increases across all categories especially youth electronics and dolls; both have had price rises ahead of the market. The dolls market has increased in strength with both fashion themed and play-set themed dolls in double digit growth YTD. Barbie has had a strong year, not only starring in Toy Story 3, but her own puppy and Fashionista ranges have helped drive sales. In November the doll occupied eight of the top ten best sellers for fashion dolls, with Vivid Imagination’s JLS collectable dolls the top selling nonBarbie item. Within play-set themed dolls, Sylvanian Families continues to be popular with high priced items climbing the best sellers in the final months of the year. Littlest Pet Shop has also grown this year. The two top selling items for total toys sit in youth electronics – VTech’s Kidizoom Digital Camera and Kidizoom Video Camera, helping to make the range the top property within the category, followed by Toy Story. TV licences are also helping to drive youth electronics, with Doctor Who and The X Factor both growing ahead of

the market. Hello Kitty items are also growing ahead of the market. Toy Story remains the top property both for the month of November and YTD with share increasing again for the month with the release of Toy Story 3 on DVD

Sales

Average Price

UK toy sales (value, year to date)

November 2009

November 2010

Source: NPD

FEBRUARY 2011

Top 5 properties November 2010 1. TOY STORY 2. LEGO CITY 3. STAR WARS 4. PEPPA PIG 5. ZHU ZHU PETS

Best property progression hoping the volatile weather in the final month of the year won’t have a big impact on sales. “Certain categories such as building sets and plush and properties like Toy Story have lead the way in 2010 and with sales up

In 2010, the total market grew by four per cent by value in November. This growth was driven by a price increase across all categories especially youth electronics and dolls; both have had price increases ahead of the market. at the end of November. Across the total market Hello Kitty has moved up the rankings and is now the 12th largest property within toys YTD. With December sales still to be released, the overall toy market is

Nov 09: £9.29

on 2009 for every month so far this year, the market should be in a strong position to capitalise on this in 2011,” says Jez Fraser-Hook, director of NPD Group’s Toy Business in the UK.

Nov 10: £9.68

November 2010

WILD SCIENCE The range from Interplay rises from 87 to 43 in the charts…

Best item progression November 2010

Lego Games Harry Potter Hogwarts (Lego) The latest addition to the growing Lego games line stormed up the charts from 167 to 20…

NPD RESEARCH

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Retail Sales Trends UK NOVEMBER 2010 (£ SALES - VALUE)

UK NOVEMBER 2010 (UNIT SALES - VOLUME)

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NOTES: All participating NPD retail data suppliers provide weekly data via EPOS systems. NPD figures are not projected to represent non-participating retailers but provide 100 per cent of the sales from participating stores. EPoS sample includes the following retailers: Amazon, Argos, Asda, Boots, ELC, Firebox, Freemans, Grattan, Hamleys, HMV, Halfords Littlewoods, Mailorderexpress, Modelzone, Mothercare, M&S, Sainsbury’s, Shop Direct, Tesco, Toymaster, The Entertainer and WHSmith. The approximate coverage is of 60%

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

APPOINTMENTS

INDUSTRY MOVES Wind Designs hires new Account Manager and Irish Agent, Hy-Pro takes on Sports Product Manager, Golden Bear names Business Development Manager for London 2012 and IMC Toys employs new National Account Manager… FROM LEFT: Wind Designs’ Leigh Dowling, Adrian Mayes from Golden Bear and IMC’s Gary Cockerell...

Leigh Dowling has joined Wind Designs from Esdevium Games as account manager. Phil Jones, MD of Wind Designs, commented: “It’s an exciting time for Wind Designs with new exclusive distribution on the Zing products and an excellent time to be gaining a new member of staff with a wealth of toy industry experience.” Wind Designs has also appointed a new Irish Agent, Walter Cummins. Hy-Pro has named Rebecca Snape as its new sports product manager. Snape joins the firm from MV Sports, where she gained a wealth of experience in the sports category, while working on golf, games tables and football. Ying To, senior category manager, Hy-Pro, commented: “She will be a great addition to our development team, looking after the ever growing sports category. With fantastic background knowledge, she will be looking after licensed sports products as well as own-brand.”

Golden Bear has strengthened its head office team, recruiting a business development manager for the London 2012 brand. Adrian Mayes has been employed to take on the newly created role. He will be focusing on all London 2012 specific accounts throughout the UK. The new recruit has a wealth of experience within the toy industry, with previous roles at Wilton Bradley, Smoby and Footballmania, which Golden Bear believes will be incremental in achieving its 2012 sales objectives. IMC Toys has appointed Gary Cockerell as its new national account manager. Cockerell joins in time to attend upcoming trade shows including the London and Nuremburg Toy Fairs. MD Terry Crew said: “Gary has a proven track record within the toy industry and will be a great asset to our ever expanding business". Helen Howells and Oliver Ellis have left their roles at Target

■ Over 12 years recruitment experience, extensive list of toy, nursery and non food industry skilled applicants.

■ Highly experienced and respected toy recruiter which operate in a totally confidential way.

CONTACT: Amanda Holder 3 The Orchards, Netherend, Woolaston, Near Lydney, Gloucestershire GL15 6NQ

FEBRUARY 2011

Entertainment to set up their own production company. Ellis, Target’s director of children’s and family, will continue to act as executive producer on Target’s forthcoming pre-school series (to be announced shortly), while commercial director Howells will continue to support Target to ensure a strategic roll-out of the brand. Ellis’ kids’ acquisition responsibilities will now be looked after by Ali Hill, director of TV acquisitions and Hannah Worrall, director of sales. Ellis and Howells said jointly: “Target has been a great experience and both of us are sad to be leaving but it’s time for us to strike out on our own and we feel hugely exhilarated by the prospect. “We look forward to continuing to work with Target wherever possible and are thrilled to be leaving on a high with the new production about to be greenlit. We’re sure Target will make this a huge success.”

■ A complete and total bespoke service can be offered which mean clients come back time and time again.

Tel: 01594 529 413 Mob: 07796 697 100 amanda@birchwoodrecruitment.com www.birchwoodrecruitment.com

TOY FAIR

SURVIVAL GUIDE

Toy Fair The annual show season throughout January and February leaves us all longing for a week on a sun lounger with an endless supply of cold drinks. Katie Roberts offers some pointers on how to survive and return to the office smiling… ONCE WE arrive at Olympia, many of us will have already been to Hong Kong and will still have appointments in Nuremberg, Birmingham and New York to attend, before we can get back to the relative comfort of the office. Undoubtedly, Toy Fair is great for business. Contacts books are expanded, deals signed, you’ll be the first to see new ranges for 2011… There is also no doubt, however, that with so much packed into the first six weeks of the year, and with the air-free, artificially lit halls becoming a temporary home, you can finally get to March feeling, well, frankly, like shit. But it doesn’t have to be like that. Take heed of our tips, which will help you get the best out of thisyear’s Toy Fair and leave West London raring to get on the plane to the next show. Maybe…

Dress code Olympia is an old building, with very little in the way of climate control. Set-up = freezing. First morning by 10.30am, when the halls are full = sahara style climate. So, when planning your outfits, while it’s obviously always smart, it’s also all about layering. Guys, avoid heavy, lined suits and make sure you iron all of your shirt, not just the collar and cuffs on show. Just in case that jacket needs to come off.

FEBRUARY 2011

stand. This makes for a swift, interesting tour, rather than a painful, long, drawn-out affair for both of you. They’ve been through it a hundred times already and you’ve been to thousands of similar, so give both of you a break and focus only on the key ranges.

Walking the walk Ladies, while heels undoubtedly cut a sharper look on the show floor, on day three, the pain can be almost unbearable. Whether you step into your stilettos comes down to the age-old style vs comfort debate. If you do go for heels, invest in Party Feet or similar, to cushion the inevitable blow and take some flats with you for the walk to and from Olympia, or just for a break. Alternatively, if the pain gets too much, one of the earliest uses for vodka in Russia, was as an anaesthetic. It is rumoured to numb that burning pain in the balls of your feet. So if all else fails, rub some on, drink the rest.

Guys, don’t be tempted with the new shoes you got from the in-laws for Christmas. Shine up your trusty old meeting shoes, which have already been worn in and avoid the newshoe blisters. The girls may moan about the heels, but we hear your pain can be far, far worse.

Show etiquette Having stepped into Olympia, many of us appear to lose all sense of personality and become generic, dull, exhibition visitors. The art of conversation leaves us and we appear to enjoy having the exact same dialogue around 20 times a day. Arrive and introduce yourself with a firm handshake. A strong handshake conveys a confident, businesslike individual and makes a good first impression. Psychology experts have found that for a perfect handshake, you need a complete grip and a firm squeeze, but not bone crunching. Also make sure you have a cool and dry palm, there’s nothing worse than taking hold of a hot, sweaty, clammy hand. Next, try to avoid ‘show patter’ at all costs. Don’t ask your colleague how the show is going. Avoid enquiries as to the relative busy-ness of the exhibition compared to other years. And don’t under any circumstances spin off into a fiveminute moan about how tired/hungover/stressed/busy you are or how much your feet hurt. We don’t need to tell you how to make interesting, witty conversation, but make an effort to inject some laughter, gossip or interest to lighten up meetings. Make eye contact with colleagues, ask interesting questions, take interest in their answers. Equally, tell the exhibitor which ranges you are interested in before they start to show you around the

Re-fuelling If the lure of Pizza Express is too much at lunchtime, remember to avoid the garlic bread or chillies. Nobody wants to have to hold their breath while talking to you. You want to be remembered for you charm and wit (see previous point) not for breath like nuclear waste. Also avoid curry, beans, cauliflower, cabbage, brussel sprouts and the like. We all have to share that air for three days.

Don’t forget… ■ Business cards ■ Pain killers ■ Bottles of water ■ Change of shoes ■ Mints/chewing gum ■ Your sparkling personality ■ Snacks in case you miss lunch because you’re far too busy and important

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SURVIVAL GUIDE TOY FAIR

Re-fuelling in and around Olympia The Hand and Flower, 1 Hammersmith Road, London. This pub sits bang opposite the road to Olympia. Perfect. It also does food, apparently.

After-show party A big part of Toy Fair is the socialising after the show. If you are attending the full three-days, try to have at least one early-ish night. Yeh, ok, maybe not. So if the lure of the pub proves too much… Eat before you start to drink. The oldies are the goodies and lining your stomach really will help you feel less fragile the next morning.

The morning after Once the alarm has drilled into your vice-like head, it won’t take long for you to realise you have back-to-back appointments from 9.30am to 5pm. Good. You need to kill the hangover, and fast. If you are staying in a hotel, take full advantage of the full English, with juice and copious amounts of tea and coffee. This will help with the headache by raising blood sugar levels. It also staves off nausea by settling the stomach. Alternatively, depending on the severity of your state, it may make you throw-up. Each outcome will help you feel better in the long run. Remember those breath mints, though.

Pizza Express, The Addison Rooms, Olympia Exhibition Centre, Hammersmith Road, London. Slightly boring, granted, but quick and tasty and leaves you with more drinking time. Timo, 343 Kensington High Street, London. Good, Italian food and even better Italian wine K Lounge at K West Hotel, Richmond Way, London. Uber-chic and trendy lounge bar with great cocktails. Karma, 44 Blythe Road, London. Great Indian food. Perfect for your last lunch. We don’t have to see you the next day. The Hare and Tortoise, 373 Kensignton High Street. Noodles and sushi for a quick re-fuel.

Match each drink with water. It’s called damage limitation. Try to avoid any potential business partners after 9pm. Your idea of charming/funny/professional at this stage in proceedings is likely to differ quite wildly to theirs. Drink a pint of water before you fall into bed. It’ll help. Promise. Even if it’s only to make you chuck up there and then, you’ll feel the benefit in the morning.

If you can face it, a run or swim before the show will help clear your head. But then again, you could catch an extra half-hour in bed… Lemon water or ginger powder in a spoonful of honey can help curb nausea. If you don’t feel sick, a solution of sugar and salt in water can help with dehydration and headaches. But don’t try it if you’re nauseous, it isn’t the most palatable. Keep hydrated throughout the day. Apparently the main culprit of a hangover is dehydration, so keep drinking. Water, that is. If you’re attending all the shows, it’s worth starting to take Milk Thistle before they begin. It helps protect your liver from damage and that’s only fair, really.

Memories of China, 353 Kensington High Street, London. Slightly more pricey, so worth a visit if you can take clients and put on expenses.

FEBRUARY 2011

BUYERS GUIDE 2011

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Guide to toy retail Katie Roberts brings you the ToyNews annual guide to the essential toy retailers throughout the UK, both online and on the High Street, and introduces you to the teams behind the scenes… HAMLEYS

ARGOS

UK stores: 11 (2 x flagship, 3 x Hamleys Toy Box, 5 x Hamleys Travel Stores, 1 x Hamleys Outlet)

UK stores: 700+

Address: 188 - 196 Regent Street, London, W1B 5BT Website: www.hamleys.com Contact number: 0871 704 1977

Address: Argos Limited, 489-499 Avebury Boulevard, Central Milton Keynes, MK9 2NW Website: www.argos.co.uk Contact number: 0845 1240044

Meet the team:

Laura Olver – Head of buying

Andrea Abbis – Trading manager for toys, nursery and entertainment

Claire Smith – Category manager

Caroline Jones – Product manager, Chad Valley

Natalie Rogerson – Category manager Emma Toolan – Category manager

Sarah Hobson – Buyer, boys toys, construction and DVDs

Lorna Bishop – Stock controller The low down Hamleys is one of the world's largest toy shops. Its flagship store is located in Regent Street, London and major stores worldwide are in Glasgow, Dublin, Denmark, Mumbai, Chennai, Dubai and Jordan. The retailer also operates smaller stores in a number of airports and stations, including Gatwick, Stanstead, Heathrow and London St Pancras. This year, Hamleys opened pop-up stores during the fourth quarter for the Christmas trading period, for the first time. Hamleys flagship London store operates across seven floors, covering 54,000 square feet (5,000 m2), all devoted to playthings, with different categories of toy on each floor.

Alison Harrison – Buyer, girls toys, science and arts & crafts Yannis Vaharoglou – Buyer, infant and pre-school Lindsay Rogers – Buyer, outdoor toys Catherine Ross – Buyer, games and DVDs Nick Allen – Merchandise manager, toys

The low down Argos sells a wide range of toys, covering all sectors from over 700 stores in the UK and Eire, online and over the phone. The firm offers licensed, generic and own-brand toys, including its Chad Valley range, which it bought from Woolworths after it went into administration. Despite an overall dip in sales in the first half of 2010, the retailer says its toys share grew strongly during the year. Argos also claims to be the largest UK High Street internet retailer, with over 300 million visits to its website last year. During 2010, Argos also held an open day for inventors and suppliers to pitch ideas to the toy team, which, if successful, were taken on as part of the Chad Valley line.

ASDA

TOYS R US

UK stores: 381 Address: Asda House, Southbank Great Wilson Street Leeds LS11 5AD Website: www.asda.co.uk Contact number: 0113 2435435 Meet the team: Steph Strike – Toys category director Mark Spowart – Head of toys UK stores: 80 Address: Mitre House, 160 Aldersgate Street, London EC1A 4DD Website: www.toysrus.co.uk Contact number: 01628 414141 Meet the team: Chris Ashton – Pre-school and educational toys buyer Anna Waite – Boys and vehicles buyer Evelyn Chiu – Games and puzzles buyer

The low down Toys R Us sells merchandise in more than 1,560 stores in the US and more than 500 international stores and over 200 licensed stores in 33 territories. It also exclusively operates the FAO Schwarz brand after buying the chain in 2009. The group also has a wide range of websites including Toysrus.com, Babiesrus.com, eToys.com, FAO.com and babyuniverse.com. A fall in sales in the third quarter of 2010 was put down mainly to a drop in the entertainment sector, which includes video game hardware and software, while toys and nursery product sales remained strong.

Richard Wall – Events and pocket money toys buyer Ben Coates – Boys toys buyer Gareth Willougby – Games and preschool buyer Tracey Brunton – Category marketing manager

The low down Asda, like most UK grocers, has expanded its non-food offering over the last few years. The retailer has been offering toys for over 30 years now, but has placed an extra emphasis on the range over the last two years.

The grocer posted a rise in sales in the third quarter of 2010, with revenues increasing by 1.3 per cent for the period.

FEBRUARY 2011

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BUYERS GUIDE 2011

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THE ENTERTAINER

UK stores: 55 Address: Boughton Business Park, Bell Lane, Little Chalfont, Bucks HP6 6GL Website: www.thetoyshop.com Contact number: 01494 737000 Meet the team: Gary Grant – Managing director Stuart Grant – Buying director Nick Hargreaves – Director of retail operations Duncan Grant – Director of multichannel Ashley Major – Finance director Sue Dorkin – Director of supply chain

The low down The first Entertainer store was opened in 1981 and the chain has been steadily growing ever since. The firm also offers a wide range of toys via its website, www.thetoyshop.com.

DEBENHAMS UK stores: 155 Address: Toy Buying Office: 91 Wimpole Street, London, W1G 0EF Website: www.debenhams.com Contact number: 020 7408 6336 Meet the team: James Ford – Buyer, toys (pictured) Zoe Warran – Trainee assistant buyer, toys (pictured) Caroline Knowles – Trainee assistant buyer, toys Paul Schlagman – Merchandising manager, gift division Serpil Howard – Junior merchandiser, toys The low down Trading from over 12 million square feet of space, Debenhams employs nearly 27,500 people. In addition, it has 60 international franchise stores in 23 countries around the world. Over time, the department store plans to have 230-240 department stores in the UK and Republic of Ireland and each offers a range of toys.

FEBRUARY 2011

BUYERS GUIDE 2011

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TESCO UK stores: 2,545 Address: New Tesco House, Delamare Road, Cheshunt, Hertfordshire, EN8 9SL Website: www.tesco.com Contact number: 01992 632222 Meet the team: Andy Toth – Senior buying manager toys Phil Markham – Senior merchandise planner Suzanne Bates – Senior commercial manager, trade planning & Direct Claire Costello – Category manager, technical toys & stationery Nick Cooke – Buying manager boys, games, vehicles & construction James Kelsey – Buyer vehicles & construction Ravi Patel – Assistant Buyer vehicles & construction Jon Ferdenzi – Assistant buyer, boys & games Josie Giannattasio – Merchandise planner, boys & games Luke James – Merchandise planner, vehicles & construction Jess Carter – Assistant merchandise planner, boys & games Mark Gibson – Assistant merchandise planner, boys & games

Jack Bristow - Technical manager, outdoor & Halloween Mark Whittle – Buying manager, pre-school Anita Serradimigini – Buyer, pre-school & seasonal plush Carmen Legget – Assistant buyer, pre-school Claire Benabo – Merchandise planning manager, pre-school Katie Alvis – Assistant merchandise planner, preschool Claire Stokes – Assistant merchandise planner, pre-school Nikki Gilman – Technical manager, pre-school & plush Alix Pitts – Trade planning manager Michelle Webster – Trade planning manager

Catherine Hawkins – Buying manager, girls & craft

Carly McKnight – Trade planning manager

Lucy Alcock – Assistant buyer, girls

James Lawrence – Trade planning manager

Kelly Tofts – Merchandise planner, girls Laura Flavin – Technical manager, girls Jane Mahony – Buying manager, outdoor & Halloween Hannah Sussams – Assistant buyer, outdoor & Halloween Neil Robinson – Merchandise planning manager, outdoor & Halloween Tauseef Parkar – Assistant merchandise planner, outdoor & Halloween

The low down Tesco’s non-food offering is also growing year-onyear, with toys serving as a key sector for the retailer. In the financial year 2009/10, toy sales grew by 25 per cent, with online toy sales rising by over 60 per cent. Tesco recently said it holds 15-16 per cent of the total toy market. The retailer offers a multi-channel option to consumers, including its many stores, an online ordering service and the Tesco Direct catalogue.

WH SMITH UK stores: 570 Address: WHSmith High Street, Greenbridge Road, Swindon, SN3 3LD Website: www.whsmith.co.uk Contact number: 01793 616161 Meet the team: Liz Cooper – Buyer Amy Maidment – Assistant buyer Richard Faulkner – Merchandiser Shirley Beadle – Trading controller The low down Alongside its online shop, WHSmith operates over 570 stores on the High Street and 490 at airports, stations, hospitals and motorway services. As part of the stationery offering the firm has always dipped in and out of toys, offering a number of different products, particularly focusing on games and puzzles. Over the last year, however, a significant space was given over to toys as they became

increasingly important in the firm’s offering. In 2010, The Gadget Shop joined WHSmith to add gadgets and gizmos to the portfolio.

FEBRUARY 2011

BUYERS GUIDE 2011

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SELFRIDGES

HOBBYCRAFT

UK stores: 51

UK stores: 4 Address: 400 Oxford St. London. W1A 1AB Website: www.selfridges.com Contact number: 0800 123400 Meet the team: Lynne Crook – Buying manager, childrenswear & toys Beth Clifton – Buyer, childrenswear & toys Julie Hall – Assistant merchandiser, girlswear & toys The low down Selfridges opens a toy area each year in the run up to Christmas. Due to its success in 2009, the toy shop was opened a month earlier in 2010. The firm also launched a toy offering online and experienced strong sales.

PLAY.COM

Address: 7 Enterprise Way, Aviation Park, Bournemouth Int’l Airport, Christchurch, Dorset, BH23 6HG Website: www.hobbycraft.co.uk Contact number: 01202 596100 Meet the team: Rob Farnworth – Operations director Chris Crombie – Chief executive Dominic Hooley – Buying director The low down Hobbycraft is an out of town arts and crafts retailer. In a market traditionally serviced by small specialist shops, HobbyCraft is the first national retailer to cater for more than 250 different activities all under one roof. For the financial year 2009/10, Hobbycraft doubled its profits to £10.2 million. During the financial year, Hobbycraft was bought out by Bridgepoint in a deal reported to be worth over £100 million. The original management team remained in place.

ALWORTHS

UK stores: 18

Address: Play.com, PO Box 192, Jersey, JE4 8RP Website: www.play.com www.playtrade.com Contact number: 01223 484140

Address: Alworths, Abbey House, 25 Clarendon Road, Redhill, Surrey, RH1 1QZ Website: www.alworths.com Contact number: 01737 852266 Meet the team: Lisa Dower – Buyer

Meet the team:

Paul Cox – Merchandising and visual operations manager

Paul Sanders – Head of toys and gadgets

Jill Martin – Marketing and proposition manager

Joe McManus – Buyer The low down Play.com added a dedicated toy area to its site in 2009, which offers a growing range of products. Many of the range is licensed toys, tying in with the rest of the site’s offering. The toys are aimed at a wide range of ages from pre-school to teens.

The low down Alworths was set up by ex-head of store and concession development at Woolworths, Andy Latham and its first store opened in November 2009. The retailer stocks a mixture of toys, sweets, homewares, stationery, seasonal and garden products.

FEBRUARY 2011

BUYERS GUIDE 2011

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MODELZONE

MORRISONS

UK stores: 438

UK stores: 43 Address: Commerce Way, Lancing Business Park, Lancing, West Sussex, BN15 8TA Website: www.modelzone.co.uk Contact number: 01903 765 496 Meet the team: Graham Poole – Buyer Gill Thomas – Head of marketing Jane Evans – Merchandiser The low down Modelzone is a model retailer, offering model kits, railways, die-cast models, R/C toys, slot cars, collectables and other gadgets. The retailer has grown over the last year, adding 11 new stores to its retailer list. Modelzone also offers a comprehensive online product catalogue.

Address: Hilmore House, Gain Lane, Bradford, West Yorkshire, BD3 7DL Website: www.morrisons.co.uk Contact number: 0845 611 5000 Meet the team: Laura Clements – Toy buyer The low down Morrisons grew sales by 9.1 per cent in Q3 2010. The firm maintains its position as the UK’s fourth largest grocer and offers a range of toys in its stores, but does not yet offer online buying.

TK MAXX

HMV

UK stores: 280 Address: HMV, Film House, 142 Wardour Street, London W1F 8LN Website: www.hmv.com Contact number: 020 7432 2000 Meet the team: Maxine Lister – Merchandiser manager Melanie Armstrong – Head of music & impulse Al Hunter – Advertising planner (games & toys) The low down HMV offers popular culture products ranging from books and licensed products and toys to artist merchandising and other ‘cool stuff.’ The related products are one of the fastestgrowing areas of the business as the company diversifies into popular culture.

UK stores: 253 Address: 50 Clarendon Rd, Watford, Hertfordshire, WD17 1TX Website: www.tkmaxx.com Contact number: 01923 473561 Meet the team: Beth Carey – Toy buyer The low down TK Maxx sells designer and High Street brands at up to 60 per cent less both in its retail outlets and online. The retailer offers a wide choice of toys, covering licensed and own brand products, books, arts and crafts, puzzles and games, outdoor toys, dress-up and more.

FEBRUARY 2011

BUYERS GUIDE 2011

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FIREBOX.COM

TOYMASTER

UK stores: 272 Address: Victoria House, Newport Pagnell Road West, Northampton, NN4 7JJ Website: www.toymaster.co.uk Contact number: 01604 674477 Meet the team: Buying/Merchandising: Paul Reader (Central office) Ian Edmunds (Central office), Andy Taylor (Toymaster at Ramsdens) Ciaran Fitzpatrick (Banba Toymaster) Gordon Walker (Conways Toymaster) Steve Hogg (Hoggosaurus Toymaster). Marketing:

Jo Skelton (Central office) Chris Blatcher (The Ramsey Warehouse) Ciaran Burns (C & H Burns) Debbie Hartfield (Kids Stuff ) Elaine Stott (Conways Toymaster) Sharon Eveson (Eveson Toys). The low down Toymaster is a buying group for independent toy retailers with a USP of “Helping Our Members Trade More Profitably”. Toymaster trades as a mutuality and is 100 per cent owned by its members. Members of Toymaster can retain their independence while having access to all the benefits of being part of a larger group.

Ian Edmunds (Central office)

SAINSBURY’S

Zaharaa Sheik – Buyer, girls and creative

Address: Sainsbury's Support Centre, 33 Holborn, London, EC1N 2HT Website: www.sainsburys.co.uk Contact number: 02476 439 100

Sarah Ritmeyer – Buying assistant, girls and creative

Meet the team:

Louise Allison – Merchandising planner

Sunny Walia – Buyer, pre-school, nursery, games and puzzles Rebecca Rathbone – Buying assistant, pre-school, nursery/games and puzzles Lauren Bennett – Buyer, boys and construction Gemma Gaston – Buying assistant, boys and construction

Address: Firebox.com 5 Ardwell Road London SW2 4RT Website: www.firebox.com Contact number: 0844 9221010 Meet the team: Ben Fowler – Head of buying and merchandising Paul Zimmerman – MD Michael Acton Smith – Co-Founder Tom Boardman – Co-Founder and technical director

Steve Law – Operations director Alison Sakai – Financial controller The low down Firebox originally built its reputation for gadgets, games and toys for men, but now services a broader market, identifying the latest trends, to bring a quirky offering to its customers. The retailer looks to present headturning, quirky toys, rather than the latest licensed action figures and often takes on retro toys or re-takes on classics

JOHN LEWIS

UK stores: 872

Kate Briggs – Senior buyer

Dean Mumford – Senior merchandising planner

Steven Goss – Technologist

UK stores: 33 Address: John Lewis Partnership, Carlisle Place, London SW1P 1BX Website: www.johnlewis.com Contact number: 020 7828 1000 Meet the team: Elaine Whiteman – Toy & book buyer

The low down Sainsbury’s increased its non-food offering by three times in its 2010 financial year. The non-food online offering was launched in 2009 and now offers over 8,000 products, including a toy line.

Michelle McGuire & Rachael Stacey – Assistant buyers Ellen Jarvis & Sarah Batty – Buying administrators Alan Wright – Toy and book merchandiser Ben Archer – Assistant merchandiser

Joanne Kyriakides, Michael Dumas, Russell Woolley – Mechandise administrators The low down John Lewis department stores were voted 'Britain's favourite retailer' in the Verdict consumer satisfaction index, January 2010, as well as being the second overall and rated top in every sector in which it trades in an annual customer service survey by Which?, January 2009. The firm typically stocks over 350,000 separate lines. In 2010, the retailer has grown its stores and also offers an online service. It stocks branded, licensed and generic toys, across a range of sectors.

FEBRUARY 2011

BUYERS GUIDE 2011

MOTHERCARE/EARLY LEARNING CENTRE

AIS/PLAY ROOM

toys and ELC baby and toddler Sara Watts – Senior merchandiser, boys and girls toys Nichola Fisken – Senior merchandiser, Mothercare toys and ELC baby and toddler toys Mario Luzi – Senior merchandiser, sports and outdoor Gareth Thorn – Merchandiser, action and adventure (boys toys) UK stores: 387 Address: Cherry Tree Road, Watford, Hertfordshire, WD24 6SH Website: www.mothercare.com Contact number: 01923 241000 Meet the team: Jo Ledsham – Divisional director Tom Cackett – Head of merchandising Tom Folliot – Buyer, action and adventure (boys toys) Claire Donovan – Buyer, puzzles, games and character Kate Harper – Buyer, baby and toddler Stacy Hunt – Buyer, sports and outdoor Claire Loxley – Senior buyer, Lets Pretend (girls toys) Liz Waller – Senior buyer, Mothercare

Hayley Young – Merchandiser, Lets Pretend (girls toys) The low down Mothercare is a specialist retailer of products for mothers-to-be, babies and children up to the age of eight. The firm offers a wide range of maternity and nursery products and toys through its retail and internet operations in the UK, and also operates internationally through retail franchises in Europe, the Middle East, Africa and the Far East. Early Learning Centre is a designer and retailer of toys and other children’s products primarily from birth to six years. The majority of its toys and games range is own-brand, designed and sourced through a sourcing centre in Hong Kong. It also operates internationally through franchised retail stores, a direct internet and catalogue business and a wholesale operation.

UK stores: 158 Address: Cranmore Park, Shirley, Solihull, West Midlands, B90 9LF Website: www.cranmorepark.co.uk Contact number: 0121 713 4487 Meet the team: Joyce Daly – Controller Miles Penhallow – Manager Charlotte Roberts – Administration

The low down Associated Independent Stores (AIS) launched its own toy buying group in June 2008. Play-room currently has 76 members with 158 outlets. Any toy retailer meeting the required standards, can apply to join Playroom, it is not necessary to be a member of AIS. Play-room offers a comprehensive range of services including a fob import programme, access to clearance, broadsheet and windowto-shelf marketing all of which are available to members via www.playroommembers.net.

AMAZON.CO.UK

SMYTHS

UK stores: 40 Address: 2nd Floor Block 2, Galway Financial Services Centre, Moneenageisha Road, Galway, Ireland Website: www.smythstoys.com Contact number: +353 91 743600 Meet the team: Anne-Marie Gerrett – Head buyer Peter Strange – Head buyer, preschool

FEBRUARY 2011

The low down Smyths Toys started life in Ireland and is now expanding into the UK. Smyths offers a range of toys, bikes and video games. The company’s goal is to provide consumers with an extensive range of high quality products at competititive prices. Smyths stores are open seven days a week, all year round. The retailer also has a comprehensive retail website.

Address: Patriot Court, 1-9 The Grove, Slough, Berkshire, SL1 1QP Website: www.amazon.co.uk Contact number: 0800 496 1081 Meet the team: Ulrike Wingenter – Toys category manager Rhian Munday – Senior toy buyer Colin Ball – Senior instock manager Andrew Smithers – Instock Manager Serena Banga – Administration and product set-up

Ryan Hurney – Site merchandiser The low down Amazon strives to be the world’s most customer-centric company where people can find and discover virtually anything they want to buy online. As such, the retailer offers a wide range of toys, covering all sectors of the industry. In 2010, the online retailer bought Black Friday to the UK site – traditionally a US phenomenon – and offered a wide range of discounts on products including toys in the run-up to Christmas.

www.toynews-online.biz

ANALYSIS PROGRAMMING UNDER PRESSURE

Changing channels Our TV expert Clive Crouch muses on what new legislation on product placement could mean for children’s TV production and how new technology could change their watching habits….

HAVING OPENED the debate last month on the funding issues facing the production of children's programming, OFCOM finally approved The Rules for Product Placement On TV (together with paid-for references to brands and products on radio) on December 20th last year. This followed consultation managed by OFCOM in both 2009 and 2010. Over the previous three years, the Labour government had changed its position on product placement more frequently than a Lib-Dem in an average day. Labour was not alone in this respect: UK Stakeholder Trade Body ISBA (Incorporated Society of British Advertisers) also managed to make an about turn during the lengthy consultation process; serving to demonstrate its worthiness.

The new [OFCOM] rules implement changes to EU and UK legislation and are designed to enable commercial broadcasters to access new revenue streams, whilst ensuring that audiences are protected. The amendments to The Broadcasting Code were released by OFCOM with the following statement: “The new rules implement changes to EU and UK legislation and are designed to enable commercial broadcasters to access new revenue streams, whilst ensuring that audiences are protected.” (Source: OFCOM Executive Summary 20/12/10) News and children’s programming were never an issue for all the right

reasons. What is really unfortunate is that there is no return path from the Government in terms of a subsidy to support this production sector, unlike in other territories. This serves only to compound the hit that this same sector took with the negative impact of the High Fat, Salt and Sugar legislation. (Other programme genres and some product categories are also excluded). The industry and its dedicated catchment of advertisers strive

creatively forward and continue to invent opportunities in the digital space. Toyology.tv is one example of a company which is working really hard to provide an alternative platform for toy company product messages, led by Peter Jenkinson together with Jamie Rickers. Kids Industries created a digital solution for its client, Glaxo Smithkline, building its own Aquafresh characters and storylines for children and mums. We know that people are now watching more television, for which there are many contributing factors. And as we await the arrival in the mass market of internet TV sets (TV sets based on internet company software), the legislator, in the shape of the EU, may be about to hold up the progress. FEBRUARY 2011

ANALYSIS PROGRAMMING UNDER PRESSURE

UK broadcasting has come a long way since Marconi’s radio invention and if the country’s broadband gets up to speed, internet TV could well be the next leap in the sector...

Following the OFCOM announcement, the EU announced on December 21st 2010, an investigation into whether or not “Google is abusing its market dominance by privileging its own ventures in search rankings.” We all know what that means – legislation has previously clipped the wings of other big corporations holding similar positions in other markets, which have not always delivered the expected benefits. By coincidence, on that same day, Google announced a delay to the launch of its Google TV sets, TVs with Google software, which let viewers surf the web directly from their TV. For a company whose name has become a verb in less than ten years of operation, December 21st was not a good day. Leaving Google to address matters with the EU, there is no doubt that IPTV has been slow to take off in the UK. This position will certainly progress when the BBC venture, You View, launches later this year. So let’s return to our domestic market and examine further the technology opportunity that exists in the digital space. FEBRUARY 2011

Moving into 2011, one of many election pledges made was the promise of superfast broadband speeds of up to 30MB per second, or higher. In anticipation of this progress I purchased two dongles from different networks to get online access in a rural location, just six miles west of Diss in Norfolk. After installing the kit, followed by an extensive search, I soon realised

Guglielmo Marconi, down. In a big big way. Subsequent research from a very helpful OFCOM and its study of communication trends, established that just 0.2 per cent of UK households have superfast broadband of 30MB, which just happens to be the lowest level of penetration of any developed nation. To put that into perspective and name just three

My search for an online network was taking place just 70 miles north of Chelmsford, the town responsible for sending out the first UK radio broadcast. I felt that, 90 years on, we had let the great inventor of radio, Guglielmo Marconi, down. that Morse code would have been more effective, as I could find no signal. My search in Norfolk for an online network was taking place just 70 miles north of Chelmsford. Given that the Essex town was responsible for sending out the first ever UK radio broadcast in 1920, I somehow felt that now, 90 years on, we had let the great inventor of radio,

other countries, Japan has 34.4 per cent, Sweden has 12 per cent and the USA has 7.1 per cent. The good news is that the cavalry is on its way over the countryside hills of the UK in order to connect rural areas to superfast networks. BT’s roll-out of its Infinity broadband package and Virgin’s extension of its cable-offering amount to this ambitious rural roll-out.

To sum up the progress, that same OFCOM study estimates that the UK will have the highest proliferation of speeds over 30MB per second in Europe, by…. ooh… 2015. For the record, but sparing you the tedium of the numbers, the UK lags behind in superfast mobile networks. There is, however, a logical flow of improvement with forthcoming spectrum auctions relieving pressure on mobile data networks. The most significant improvemnt will be the auction of the 800MHz spectrum, which is currently used for analogue TV and becomes available after the UK’s digital switchover (DSO) is complete. The awareness of DSO is very high among consumers and that conjures up a vision of what 800MHz means as if we can touch and feel it. Either way, it certainly enabled me to keep the faith when researching this business. To maximise the benefit and realise the huge opportunity that the digital space will provide, we all have to keep the faith in the technology development; obviously at the expense of election pledges or at least until the next ones.

On the road to international stardom!

A brand-new pre-school property from a brand-new company, â&#x20AC;&#x2DC;Olly the Little White Vanâ&#x20AC;&#x2122; is a 52-part UK-made TV series in the highest-quality, latest-format 3D HD animation. Olly makes his screen debut on CiTV Summer 2011. The pilot has been seen by boys, girls and parents all over the world and they have warmed to his bright personality and the fresh, fun adventures of Olly and his friends. Hornby have global master toy rights, and we are actively seeking further UK and international licence and broadcasting partners.

Henry Becket, Ideas at Work Ltd, 64 Knightsbridge, London SW1X 7JF e henry@ideasatwork.ltd.uk t +44 207 590 3690 www.ollythelittlewhitevan.co.uk

PEOPLE RISING STARS

www.toynews-online.biz

Ones to watch ToyNews’ recruitment partner Aardvark Swift has again highlighted the toy and licensing industry’s men and women of tomorrow who are driving and developing opportunities for their companies. Here are the ones to watch for 2011… IAN HAM Kiddimoto, 21, Head of UK Sales In 18 months, he has increased the firm’s dealer network from 25 to 200. He also manages the accounts and ensures they all make regular new orders. Ham also manages and attends a number of UK trade shows. A motivated and ambitious sales manager, he has been instrumental in driving the whole company forward. As a result, Kiddimoto is the winner of the 2010 Somerset Small Business of the Year award. MARK HAUSER Winning Moves, 25, Commercial and Licensing Manager Hauser’s role at Winning Moves is split over a few areas including looking after the licensing portfolio of the company; working with the sales and marketing team to help grow the US Top Trumps business and also in Spain. Hauser also works on Monopoly sales and marketing – comanaging four regional editions. LAUREN GREEN Evolution PR , 23, Junior Account Manager Organises the firm’s Practical Preschool Awards, manages day-to-day running of small to medium PR accounts. Directly responsible to MD and assists with larger toy accounts. In the past three years she has worked with the directors and been a Girl Friday. Her eagerness to learn, organisational skills and ability to multi-task has allowed her to take on smaller accounts of her own. STEVEN RUSSELL Jumbo Games, 24 , Marketing Assistant Helps the retail team to maximise sales through internet channels and various marketing activities. Russell has worked incredibly hard in his first year at Jumbo and has increased sales through his dedication to creating strong online content. He also keeps the trade up to date with new products through catalogues, leaflets, advertising and newsletters.

Top row, left to right: Ian Ham, Mark Hauser, Lauren Green. Middle row, left to right: Steven Russell, Lindsay Pearl, Natasha Nurphy. Bottom row, left to right: Heather Rowson, David Strang and Hannah Mungo

LINDSAY PEARL Hasbro Europe, 34, International Licensing Director Identifies and acquires licensing opportunities for toys, games and puzzles and drives the business. Started her licensing career at the Beanstalk Group, managing the die cast and vehicles category and has since worked for Hit Entertainment and Cartoon Network. Pearl has a wealth of knowledge of, and strong relationships with, licensees and licensing agents. NATASHA MURPHY Margarete Steiff, 23, Area Sales Manager Represents the firm in London, home counties and the South East. She joined the company 18 months ago as a university graduate with no previous sales experience. As a result of a restructure of the sales force earlier this year, Murphy

took on the additional responsibility of some of the company’s larger accounts. The firm has now expanded its UK sales force and recruited a new graduate. HEATHER ROWSON First International, 27, Marketing Manager Responsible for the marketing strategy of HexBug, as well as Vex Robotics and RackSolutions. Rowson’s role includes developing and implementing an annual marketing plan and developing relationships with marketing agencies and media to create and deliver the correct marketing mix. Rowson has, within an extremely short time, become fully immersed in all aspects of the business. DAVID STRANG Wicked Vision, 38, Managing Director Wicked Vision was founded solely by

Strang and has grown rapidly since. The company now claims to be the largest manufacturer and distributor of boomerangs. The boomerang range, Wicked Booma, is manufactured in the UK and exported worldwide (even Australia). HANNAH MUNGO Entertainment One, 30, Licensing Manager Since joining eOne as licensing manager three and a half years ago. Mungo has been directly responsible for a business that has increased its turnover five-fold. Her work on the Peppa Pig programme has trebled the number of licensees and seen the programme develop into one that attracts long term strategic partners. Mungo also works on the Humf property, which has been broadcasting on Nick Junior for two years. FEBRUARY 2011

The UK’s only dedicated monthly licensing coverage

News • Media • Opinion

Your guide to 2011 Milestone anniversaries, the potential blockbuster movies of the summer, new properties and rejuvenated classics - ToyNews takes a quarter by quarter look at what we can expect from the licensing sector through the year ahead...

LICENSINGNEWS

COMMENT IN WITH THE NEW LESS THAN a week into the New Year and I’d read so many ‘ones to watch’ lists for 2011 that I now feel like something of an expert when it comes to what’s hot this year in any random category. For example, I can tell you that Mulberry’s Tillie is the must-have handbag for this season; fuchsia is the lip colour of the moment; Episodes is the new comedy series to discuss in the office; Pulp are back, back, back; and we all need to go and watch Black Swan at the cinema. In licensing terms, early signs are it’s going to be a pretty packed year for the toy sector. While more news will no doubt come out at Toy Fair, we’ve already had the likes of Aardman extending its deal with Vivid for Timmy Time, Hornby signing up new pre-school hope Olly the Little White Van and Mookie pledging support for The Jungle Book. Just as with Toy Story 3 in 2010, key drivers for the sector are likely to come from the box office. There’s already been much talk in the wider film press about it being the year of the sequel – and for our business this

Expect the raft of sequels at the box office to have a major impact on the toy sector this year. means an already established fan base, who are open to buying branded merchandise. Regardless of whether they are critically acclaimed by the reviewers, the likes of Transformers 3, Pirates of the Caribbean 4, Cars 2, Kung Fu Panda 2, The Twilight Saga: Breaking Dawn Part 1 and, of course, the final part of Harry Potter and the Deathly Hallows will all be incredibly important to the toy sector in 2011. Television, too, will continue to act as a major driver for many licensors and their toy partners. BBC Worldwide has already benefitted from an appearance on The Graham Norton Show pre-Christmas of the new scarily accurate figures of The Doctor and Amy Pond from Doctor Who, showcasing them to an entirely new audience in the process. It is still tough out there, but those licensors I’ve spoken to are confident that they’ve put together the right brands with the right partners, and are optimistic about the year ahead. A clearer picture should emerge after Toy Fair, Nuremberg and Spring Fair, but the early signs are definitely promising. Samantha Loveday Samantha.Loveday@intentmedia.co.uk FEBRUARY 2011

Aardman extends Vivid’s play time with Timmy Further two years added to toy company’s remit after strong sales... by Samantha Loveday AARDMAN RIGHTS has signed up Vivid Imaginations as master toy partner for preschool property Timmy Time for a further two years. Vivid’s Timmy products have been enjoying strong sales in the UK, with Sing & Dance Timmy in particular proving popular from the autumn/winter line. To back this up, a third series of the show is currently in production, with episodes due to roll out into 2012. Timmy Time airs on Cbeebies in the UK, while it also continues to roll out internationally, most recently on Disney Playhouse in the US. “The relationship with Vivid has been excellent,” commented Rob Goodchild, UK licensing manager at Aardman. “We have been working closely with them on the product range and have seen some great sales in a tough market. We’re looking forward to new product lines launching in spring/summer 2011, especially the Lulla-Baah Timmy.”

New licensees also continue to come on board for the brand. Mookie recently signed up for scooters and ride-ons, while Wow Stuff secured the rights for lenticular puzzles. Other promotional activity for the brand will see Timmy Time being a key promotional partner for the Pre-school Learning Alliance’s 50th anniversary throughout 2011. Aardman Rights: 0117 984 8956

WBCP lining up the big guns for 2011 2011 is set to be an “unprecedented” year for Warner Bros Consumer Products UK, the firm’s general manager has told ToyNews. Paul Bufton highlighted classic franchises including Scooby-Doo and The Looney Tunes, as well as new brands Green Lantern and Thundercats, plus, of course, the culmination of the Harry Potter movies. “We expect the upward trend for ScoobyDoo to continue through 2011, with fantastic new product coming out to support the freeto-air launch of Mystery Inc,” he said. “We also have very high expectations for The Looney Tunes Show and we’re very excited to introduce the iconic characters to a new generation, as well as re-energise existing fans of the brand. “This will neatly lead us into a spectacular summer with the theatrical release of DC’s Green Lantern and then the much anticipated final Harry Potter film. The autumn brings

back another much loved set of animated characters, the Thundercats. “We will dance out 2011 with Happy Feet 2; the first film saw Dancing Mumble become the must have toy under the Christmas tree in 2006. It’s going to be a very busy year.” WBCP UK: 020 7984 6100

LICENSINGNEWS

IN BRIEF MANHATTAN TOY READY TO ROCK IN 2011 Manhattan Toy will add to its line of Fraggle Rock products throughout this year. The company is planning to roll out five newly created hand puppets - taking the range to 11 characters - plus eight plush characters, a giant Red plush and new Bobblehead items. Elsewhere, Ignition Licensing has secured deals for t-shirts and mugs (Loud Clothing/Distribution), while Lionsgate will launch the season two boxset in February, along with the animated Fraggle Rock. Manhattan Toy: 020 8 944 3160

DENNIS HITS 60 Dennis the Menace is celebrating 60 years in 2011, with the anniversary being marked with a raft of activity. In the toy and gift sector, longstanding licensee Robert Harrop will be creating a series of resin collectables, based on the different decades Dennis has been published in. Licensees across other categories include Portico, Blues Clothing, Vogue Housewares, Smiffy’s and 2entertain. Start Licensing: 020 8337 7958

PATTNI SIGNS UP ROCKY Pattni Imaginations is expanding its branded action figure range into the entertainment sector, signing a deal for Rocky. The company - which launches its Match Stars line of football figures later this year secured the agreement with Rocket Licensing. Pattni: 0116 241 8811

AARDMAN’S SHAUN MAKES LIVE SHOW DEBUT Aardman is extending its popular Shaun the Sheep brand into live events this year, kicking off with a national tour in February. Shaun’s Big Show will begin on February 17th and will be presented by Calibre Productions. Aardman: 0117 984 8956

WAYBULOO BOOK SALES SURGE PAST £1M MARK Egmont is celebrating record sales for its collection of books based on Zodiak’s pre-school property, Waybuloo. Since its publishing programme first launched back in August 2009, Egmont has shifted over half a million books, resulting in revenues of over £1.1 million. Some 19 titles have been published to date - including storybooks, board, novelty, colouring and activity books - with the company planning to roll out a further 12 new titles throughout 2011. www.egmont.co.uk

FEBRUARY 2011

Hornby revs up with Olly the Little White Van deal Firm appointed master toy partner for new pre-school brand from Ideas at Work by Samantha Loveday HORNBY IS expanding its footprint in the licensing marketplace, having signed up to become the master toy partner in pan-Europe and Australia for new pre-school show, Olly the Little White Van. The brainchild of UK creative agency Ideas at Work, the vehicle-led animation, which consists of fiveminute shorts, is due to debut on ITV Kids in June, while it has also been snapped up by TVNZ in New Zealand. Hornby – which has signed a fouryear deal – will produce die-cast, push-along, friction powered and r/c vehicles, play-sets and character figurines, Hornby and Scalextric sets and jigsaw puzzles. The toys are set to hit UK retail from spring 2012. Henry Becket, MD of Ideas at Work, said: “We are enthusiastic about our partnership with such a well respected toy company, together with our key English speaking broadcast

Olly the Little White Van is due to hit TV screens in the UK from June

partners, ITV and TV New Zealand, which together form the perfect springboard for this property.” Becket has high hopes for Olly and is aiming to have created a significant following in the UK by the end of 2011. As well as toys, books, DVDs and games are targets, while he also wants to be on air in overseas markets confirming to ToyNews he is “already close to signing a dozen”.

CPLG signs Mookie for Jungle Book THE LICENSING programme for DQE’s The Jungle Book is gaining momentum, with UK agent CPLG signing up Mookie for toys. The firm will roll out product including bicycles, tri-scooters, tricycles, balance bikes, sit n rides, play balls, outdoor activity centres and slides among others. “Mookie’s PD team have developed some wonderful concepts for outdoor, wheeled toys and playballs which are a perfect fit to reflect Jungle Book’s sense of adventure and excitement,” offered Vickie O’Malley, CPLG UK MD. “We’re absolutely delighted to have them on board.” CPLG: 020 8563 6400

Becket added: “Longer term we plan to achieve top licensed preschool brand status for Olly in the UK and many overseas markets over a three to five-year period. “Plus, we will use Olly as a springboard to launch successive licensed TV concepts.” Ideas at Work: 07785 777100

Poppy Cat purrs into life COOLABI’S NEW pre-school show Poppy Cat will hit TV screens in May, with the firm confident of making a splash in the licensing arena. Head of licensing, Anna Hewitt, told ToyNews that the potential of the brand was enormous. “Poppy Cat was already a much loved and best selling pre-school publishing success,” Hewitt said. “Thanks to some of the best writing, production, design and acting talent available we are certain the number of her fans will grow even further when the TV series launches. “We also expect 2011 to see licensing agreements across a wide range of categories.” Coolabi: 020 7258 7080

LICENSINGNEWS

Fox kicks off long-term plan for Avatar Ravensburger and Rubies join growing licensing programme, as two sequels revealed for 2014 and 2015... by Samantha Loveday 20th CENTURY Fox Consumer Products is looking to further grow its licensing programme around Avatar, following the announcement of two sequels to the original blockbuster. The second and third Avatar movies are due for release in December 2014 and December 2015 respectively, meaning that the consumer products programme has significant long-term potential. New partners to the current UK drive include Ravensburger for puzzles and games, plus Rubies for dress-up and accessories. In addition, following the success of The Art of James Cameron’s Avatar companion book, The Making of Avatar from Abrams proved popular during the Christmas period. On top of this, product from Ubisoft, The Noble Collection, Sideshow, Blues Clothing, Danilo and GBeye is also selling well.

Avatar is the highest grossing film of all time, taking over $2.8 billion at the worldwide box office and also performing strongly on Blu-ray

“We’re absolutely thrilled to confirm that the Avatar experience will continue, and will offer our licensing partners a highly visible

commercial opportunity that will span the next five years and beyond,” said Carl Lumbard, SVP and MD of Fox Consumer Products Europe.

“We are working hard to extend James Cameron’s cinematic vision into a broad line of products.” Fox L&M: 020 7753 7126

Aurora readies new Kipper line

Dr Who Experience to hit Olympia

PARTHENON ENTERTAINMENT has appointed Aurora International to create an exclusive range of Kipper plush merchandise. The first range of plush toys feature Kipper, Arnold and Tiger and will be priced at £7.99 each. The collection will be based on the successful book franchise by Mick Inkpen. “We chose to include Kipper in our collection as this adorable ‘evergreen’ fits perfectly into our published character category,” said Nigel Layton-Hill, sales director at Aurora. “Kipper is well known and loved and

FEBRUARY WILL see the Doctor Who Experience open at London’s Olympia, as BBC Worldwide looks to make the most of the huge demand for the brand. Running until November, it will have capacity for a million visitors over the duration, with an on-site shop selling bespoke Experience items. “We’re looking at another fantastic year for Doctor Who in 2011,” said Richard Hollis, head of UK licensing. “There have never been more opportunities for fans to engage directly with the brand.” BBC Worldwide: 020 8433 2000

we felt we could do justice to him and his friends with our plush creations.” Caroline Mickler, who heads up Parthenon’s licensing division, added:

“As one of the world’s leading plush companies, it’s wonderful to bring their expertise to such a lovable brand.” Parthenon: 01923 286886

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FEBRUARY 2011

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LICENSINGNEWS

IN BRIEF JCB DRIVES SALES GROWTH FOR HTI IN 2010 HTI has cited the global popularity of its JCB range of construction toys and its Zanussi role play kitchens as key to its impressive set of half year financial results. The company posted a 20 per cent increase in sales over the last six months. HTI posted revenues of £42.2 million (2009: £35.2 million) in the half year to September 30th. Over 25 per cent of its sales are generated from non-UK markets. Role play toys, bikes and scooters featuring characters such as Peppa Pig, Fireman Sam and Hello Kitty also exceeded expectations in the domestic market. HTI: 01253 778888

LOCAL RECOGNITION FOR GB EYE Poster specialist GB eye has been named as one of South Yorkshire’s top 100 companies. The ambitious firm was listed in The Sheffield Star’s annual review of small and medium-sized businesses within the South Yorkshire area. GB eye: 0114 276 7454

TURNER BAGS TRANSFORMERS PRIME Hasbro Studios and Turner Broadcasting EMEA have struck a programming deal covering four key properties, including the hotly tipped Transformers Prime. In addition, Turner will carry episodes of The Adventures of Chuck and Friends, Pound Puppies and My Little Pony on Cartoon Network, Boomerang and Cartoonito. Turner: 020 7693 1000

DANILO AND BLUEBIRD SWING IN FOR MONKEY Bulldog Licensing has added another two partners to its Monkey programme. Danilo will produce greetings cards and calendars, while Bluebird Brands will launch a range of products including plush bags and purses, plus homewares. Posh Paws (plush) and GB eye (posters) are already on board. Bulldog: 020 8325 5455

POSTMAN PAT DELIVERS £250K TO BARNARDO’S Classic Media’s Postman Pat brand has helped to raise over £250,000 for children’s charity Barnardo’s Believe in Children Appeal, through the sale of special collectable pin badges. The designs are available in more than 12,000 Post Offices across the UK, for a suggested donation of £1. Classic Media: 020 8762 6200

FEBRUARY 2011

Live events to boost Ben 10 Interactive show and launch of a Cartoon Network area at Drayton Manor planned... by Samantha Loveday TURNER CN Enterprises is looking towards live experiences to help grow its Ben 10 brand further in 2011. First up, a new interactive show based on the property is being produced by MAS Music, Arts & Show. Ben 10 Live – The Rise of VilEon opened in Portugal last October and will roll out in more than 27 arena venues across Europe including Italy, Spain, France, Turkey, Germany, UK, Poland, Russia and Romania among others – before closing in Bulgaria in December 2011. The show will include characters from both the original Ben 10 and Alien Force series. It will blend live action and costume characters, with two exclusive aliens. The cast includes over 20 actors combined with multimedia scenery, animation projections, LEDs, lasers and high impact aerial and acrobatic scenes. “Far from being a traditional costume character lead show with

limited audience interaction, the Ben 10 fan has been central to all our thinking when developing this immersive brand experience,” said Alan Fenwick, VP, TCNE. In addition, TCNE has inked a deal with UK family theme park, Drayton Manor, which will see the opening of a branded Cartoon Network area, set to include Europe’s first Ben 10 roller coaster. Opening at Easter, the ride is on course to be the

key attraction at the theme park, which is visited by more than 1.2 million families each year. Adding to the experience, there will also be a fully branded restaurant and a retail outlet selling Ben 10 and other Cartoon Network show merchandise. Products will be sourced from existing licensees, while TCNE will also be introducing a range exclusive to Drayton Manor. TCNE: 020 7693 1000

Country Companions booked New Winx Club THE FIRST two books based on Hallmark’s popular Country Companions brand are hitting retail from this month. Egmont is publishing Love in January, followed by Dearest Mum in February. Two books featuring Tom Mouse are also due to be launched later in the year. Country Companion greetings cards are currently available in over 5,000 different retailers. The publishing programme is the first part of a major expansion into licensing for the 21 year-old Hallmark property. Agent Bright and Beyond is also eyeing up sectors including outdoor, gardening, food, gifting and apparel, with a full style guide now available. “These new books are a complete joy to read and look absolutely amazing,” said Vicki WilldenLebrecht, BGI MD. “They are sure to prove a big hit with all the Country

line unveiled

Companions fans across the UK, while Egmont is also receiving strong interest from distributors globally, including Spain and Latin America, which underlines the universal appeal of this truly classic brand.” BGI: 020 7326 9140

RAINBOW SPA is using this year’s Nuremberg Toy Fair to unveil its new Winx Club toy collection. The Princess of the Fairy Kingdom line features a number of new characters from the 3D film, Winx Club 3D Magical Adventure. Bloom & Peg is the central piece, while there are also several fashion doll lines and the Domino Castle. The Bloom Princess doll sings the movie’s theme tune, with the character joined by Peg the magical horse, and true love Sky, which is included in the range for the first time. Winx Club 3D Magical Adventure has already premiered in Italy, Russia and Turkey, notching up almost $8.5 million in box office receipts in its first month. It is due to be screened in Germany, Spain, France, Portugal, the Middle East and Bulgaria among other territories in 2011. Rainbow SpA: +39 (071) 7506 7563

LICENSING 2011 GUIDE

All mapped out While 2010 was no doubt a challenging year, there were still a good number of individual success stories. More should be forthcoming this year, too, with a number of brands celebrating milestone anniversaries, several film blockbusters with licensing potential hitting the cinema and new properties looking to make an impact on the toy sector. Samantha Loveday takes you through the key highlights in the licensing business in 2011, quarter by quarter...

FEBRUARY 2011

consumer PR, plus costume visits to retail outlets. Among new products available will be resin collectables from Robert Harrop. Meanwhile, for BBC Worldwide the main focus for the start of the year will be on Doctor Who, with the merchandise programme bolstered by the beginning of series six airing from the spring. The Doctor Who Experience will be at London’s Olympia from February to November,

Key movie releases: ■ The Green Hornet Sony Pictures - January 14th

■ Tangled Walt Disney - January 28th

■ Rango Paramount - March

Key trade shows: ■ Spring Fair

It is an incredibly exciting time to be working on Doctor Who. There are countless opportunities to extend the brand beyond TV; Doctor Who Live showed there is real demand in the wider market.

Birmingham NEC February 6th - 10th

■ Brand Licensing Central & Eastern Europe The Corinthia Grand Hotel, Budapest March 7th - 8th

Richard Hollis, BBC Worldwide

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reaches 25 in January; JCB launches new packaging and styling for the My 1st JCB range; Paul Lamond launches the first Dear Zoo licensed range of products at Toy Fair in January, while the new Winx toy line also debuts from Rainbow SpA; CBBC launches season five of MI High in January; Aardman reveals a new live stage show for Shaun the Sheep in February; Rainbow Designs launches its Wibbly Pig range in Boots stores.

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with plans for a shop on-site selling general Dr Who product as well as bespoke Experience items. “It’s an incredibly exciting time for us to be working on Doctor Who,” enthuses Richard Hollis, head of UK licensing at BBCW. “There are countless opportunities for us to extend the brand beyond the TV show.” Other highlights: 4Kids will be celebrating 120 years of Crufts in March, while Yu-Gi-Oh movie screenings will take place in the same month; Nelvana’s Franklin the Turtle

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The US will also be welcoming Peppa Pig onto Nick Jr – more on this later though. Meanwhile, pre-school peer Roary the Racing Car will be appearing in a new live stage show. Called Champion of Champions, the show kicks off in February and runs through until November. Dennis the Menace will also kick off 60th anniversary celebrations. The milestone will be marked with a range of ideas including editorial in DC Thomson publications, commemorative products, trade and

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Phase 2 of eOne’s licensing programme for pre-school hit Ben & Holly’s Little Kingdom begins from the spring. There are already 29 UK licensees on board – including master toy partner Golden Bear, which will be rolling out a new pirate ship theme later in the year, coinciding with DVD release Red Beard the Elf Pirate. Also in the toy sector, MV Sports is planning wheeled vehicles and ride-ons.

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JANUARY TO MARCH First of 2011’s major anniversaries, Mr Men will be celebrating 40 years with a year-long calendar of events. The Specsavers campaign will run until February, with the new Little Miss Princess book – the first new title to be added to the Little Miss collection in five years – launching in March from Egmont. Activities including summer parties, social media campaigns, retail promotions and third-party collaborations will take place throughout the year. The second season of US hit show Glee will begin airing on E4 in January. While the toy sector isn’t driving the licensing push for Fox, categories including accessories, stationery and publishing could well produce a few margin maker items for toy stores. Mattel’s new IP, Monster High, will see further toys and accessories launching from January. This will include a new range of beach-themed fashion dolls, a line of collectable pets and charms, while a second instalment in the book series is planned for later in the year. Meanwhile, Ken will be celebrating his 50th anniversary in 2011, with activity kicking off from February/March. In terms of toys, Shaving Fun Ken, complete with five o’clock shadow, and Sweet Talking Ken will launch.

LICENSING 2011 GUIDE

www.licensing.biz

which hits screens in May. “Poppy Cat was already a much loved and best selling pre-school publishing success before she reached the screen,” explains Anna Hewitt, head of licensing at Coolabi. “Thanks to some of the best writing, production, design and acting talent available we are certain the number of her fans – both children and their parents – will grow even further when the TV series launches. “We also expect 2011 to see licensing agreements across a wide range of categories, with product launching at retail in spring/summer 2012, as well as continuing sales of the TV series to even more international territories. The promise of this brand – both on television and at retail is enormous.” Other highlights: In the Night Garden Live returns following a

We have a great deal of ongoing activity planned to take the Ben 10 brand from strength to strength. We are continuing to expand licensing opportunities that reach the whole family. Graham Saltmarsh, TCNE

Key movie releases: ■ Rio 20th Century Fox - April

■ Beastly CBS - April

■ Winnie the Pooh Walt Disney - April

■ Thor Marvel Studios - April

■ Pirates of the Caribbean: On Stranger Tides Walt Disney - May

■ Green Lantern Warner Bros June

■ Kung Fu Panda 2 Dreamworks - June

Key trade show: ■ Licensing International Mandalay Bay Hotel and Convention Center, Las Vegas June 14th - 16th

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successful tour in 2010, while Wibbly Pig merchandise hits Debenhams; Aardman launches its Shaun the Sheep ‘Championsheeps’ at the Eden Project in the spring, while two onpack promotions involving Wallace and Gromit are also due; WWE kicks off its first spell of live events in April, as well as a themed retail promotion tour; Posh Paws unveils plush and collectibles for The Wombles; Fraggle Rock will be boosted with products from Manhattan Toy.

■P irat Car es of t i the bbea he cin n 4 em ope a ns ■P at opp yC a t la ■N unc ew hes Rea Bob the d y , ser ies Stead Builde beg y, B r: u ins (sp ild ring )

portfolio and continues to thrive 11 years since it first launched,” says Jon Owen, SVP, Hit Brands, Global. A new toy line – including vehicles, figurines, plush and role-play is due later in the year, as well as a CGI magazine, a solo theatre show and DVD special, The Big Dino Dig. Elsewhere at Hit, a new Fireman Sam toy line is due, plus two DVD releases – Choppy Waters (January) and Ready for Action (March). Finally, Coolabi has high hopes for new pre-school offering, Poppy Cat,

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“We are continuing to expand licensing opportunities that reach the whole family, evidenced by the new roller coaster and Ben 10 Monster Truck Mania.” Continuing the attraction theme, Nickelodeon Land is scheduled to open at Blackpool Pleasure Beach in April. It will feature rides, attractions, retail shops, games and restaurants themed with properties such as Spongebob Squarepants, Dora, Fairly Odd Parents and Avatar: The Last Airbender. Hit Entertainment will be kicking off a big push for Bob the Builder in the spring. A further 20 episodes of Ready, Steady, Build are planned, introducing new characters Rubble and Tony, plus a new location, Dinosaur Fun Park. “Bob the Builder is one of the most popular brands in the Hit pre-school

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APRIL TO JUNE April will see two brands expand further into the live experiences arena. First up, Peppa Pig World opens at Paultons Theme Park on April 9th, with the attraction spread across 2.5 acres and featuring seven dedicated rides. A 2,300 sq ft gift shop will be the largest bespoke Peppa Pig retail venue. “2011 promises to be an extremely exciting year for Peppa and the success of the property looks set to continue with the launch of Peppa Pig World, brand new episodes are being delivered, the FMCG category will be expanding and Nick Jr will be broadcasting the show in regular half hour blocks,” says Andrew Carley, head of licensing at eOne. “There are also some interesting international developments that will raise the profile of the brand overseas.” The Peppa Pig brand is forecast to be worth an impressive £150 million at retail in the UK for 2010, up from £120 million in 2009. Meanwhile, a branded Cartoon Network area is set to open at Drayton Manor at Easter, which will include Europe’s first Ben 10 roller coaster. Alongside the ride, there will be a branded restaurant and a retail outlet which will sell Ben 10 merchandise and products relating to other shows on the kid’s channel. On top of this, Bandai is due to roll out an Ultimate Alien toy line in spring/summer, with all lines TV advertised through the year. “We have a great deal of ongoing activity planned to take the Ben 10 brand from strength to strength in 2011, helping retailers to generate revenue throughout the year and not just around the Christmas period,” explains Graham Saltmarsh, UK licensing director at TCNE.

FEBRUARY 2011

LICENSING 2011 GUIDE

Key movie releases: ■ Transformers: Dark of the Moon Hasbro/Paramount - July

■ Harry Potter and the Deathly Hallows: Part 2 Warner Bros - July

■ Cars 2 Disney-Pixar - July

will be debuting Raa Raa The Noisy Lion on Cbeebies in the summer months, while later on in the quarter Aardman will begin to roll out new episodes from series three of Timmy Time. This forms a key part of Aardman’s growth ambitions for the year, as licensing manager Rob

■ Captain America: The First Avenger Marvel - July

■ The Smurfs Sony Pictures - August

■ Horrid Henry: The Movie Vertigo/Novel - August

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Key event: ■ The Licensing Awards The Great Room, Grosvenor Hotel - September 13th

Key anniversaries during Q3 will include 30 years of Classic Media’s Postman Pat, while PG Tips TV ad star Monkey is celebrating a decade. Bulldog Licensing will be launching a range of product including greetings cards, apparel, plush and gift lines. Other highlights: New Hit property Mike the Knight debuts on Cbeebies in the autumn; ZingZillas live events return in the summer; JCB launches a new range of boys toys including the JCB Multi-construct, vehicles and key DIY role play lines.

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Busy Chorion is also planning a major refresh for its Noddy brand in the autumn following the success of Noddy in Toyland. Bandai will be rolling out a range of characters and story-based play-sets including airport play-sets to introduce consumers to the Noddy Takes to the Air theme. Fellow classic brand Hornby Hobbies will begin to branch out into new merchandise categories, with Rocket Licensing busy signing up partners in various sectors for Airfix, Scalextric, Hornby and Corgi.

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Goodchild explains: “Despite a tough marketplace, we continue to target further growth across our core properties both in the UK and internationally in 2011. The addition of new properties to our Rights portfolio – namely Canimals and Bloodhound SSC – will further strengthen our position, and see us developing further business across both traditional and new merchandise categories.” August will see Chorion’s global master toy partner Fisher-Price

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launch its Octonauts range. Backed by a heavyweight marketing push, the line will include figures, vehicles and play-sets. Highlights will be posable bath characters and colour change creatures, plus interactive GUP vehicles which propel in water or land, squirt water and chomp.

It’s looking likely to be a busy summer at the box office - among the big movies arriving are Harry Potter and the Deathly Hallows: Part 2, Cars 2, Transformers: Dark of the Moon, Pirates of the Caribbean 4 Green Lantern and Kung Fu Panda 2.

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JULY TO SEPTEMBER July is a big month for two of Warner Bros Consumer Products pillar franchises. First up, Batman Live begins its tour of arenas in Manchester, before going on to take in Europe and, eventually, the US. Meanwhile, the final part of Harry Potter and the Deathly Hallows opens at cinemas and, with huge levels of interest across the world a certainty, WBCP is looking to ramp up the licensing programme even further. “Part 1 has performed fantastically well at the UK box office and we are thrilled with the success of our licensing partners, especially Tomy and Lego,” says Paul Bufton, general manager of WBCP UK. “Although the final film has been presented in two parts, we have treated it as one campaign. We have fantastic partners on board and we’ll soon be entering phase two of our long-term retail partnerships. This will bring even bigger and better things.” It’s looking likely to be a busy summer at the box office – as well as Harry Potter, Cars 2 (Disney-Pixar) and the third Transformers movie should also pull in the audiences. Meanwhile, in TV terms, Chapman

LICENSING 2011 GUIDE

■ Real Steel, Dreamworks October

■ Footloose, Paramount October

■ The Adventures of Tintin: The Secret of the Unicorn, Amblin October

■ Arthur Christmas, Aardman/Sony Pictures November

■ The Twilight Saga: Breaking Dawn Part 1, Summit November

■ Happy Feet 2, Warner Bros

FEBRUARY 2011

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December

■ Puss in Boots, Dreamworks December

Key trade show: ■ Brand Licensing Europe The Grand Hall, London Olympia October 18th-20th All dates are correct at time of press, although they are, of course, subject to change. All movie release information taken from IMBD. This is not meant to be a definitive list of everything happening throughout the year, so please don’t shout at us if we’ve missed anything out.

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Finally, Hasbro will be looking to emulate the huge popularity of its PJ Iggle Piggle range when it rolls out a PJ Upsy Daisy line in the autumn. Other licensees are also working on new product based on the In the Night Garden character. Other highlights: WWE goes back on tour in November; Q4 sees the Blu-ray release of the Star Wars Prequel trilogy and the original trilogy box sets; Nelvana celebrates the 80th anniversary of Babar the Elephant in October; in the same month, Pattni launches its Match Stars range; a new animated version of Thundercats is planned; seasonal Doctor Who product will return in time for Christmas, with ranges including the series six box set and an annual.

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toys from Fisher-Price, including Dancing Lau Lau (which comes with phrases and sound effects, plus a book of dance poses); Yogo Yojojo (an 11-inch plush with posable legs and arms); and Peek n Seek De Li, which giggles and speaks. Hasbro will launch its new master toy line for Sesame Street – which is handled by CPLG in the UK – in autumn/winter, while the agency will also be overseeing the launch of Bandai’s master toy line for the rejuvenated Power Rangers. The property – which saw Power Rangers Samurai launch with 43 new episodes on Nick Jr in the US back in February – spent five consecutive years as the number one kids action brand, according to CPLG, with in excess of $6 billion in retail sales.

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Key movie releases:

■B ran retu d Lice nsi rn ng ■P s Eur attn ope i lau Sta nch rs es ■B Ma aba tch r t cele he Elep b h ■ T rates hom 80 y ant e as ars of t & he Die Friend sels s’ arr Day ives

OCTOBER TO DECEMBER As we move into autumn/winter, the key focus for many will be Brand Licensing Europe. Following the success of the new three-day format in 2010, the show will run from October 18th to 20th at London’s Olympia this year. And having built up the event to become the ‘must visit’ European trade show, the challenge for Advanstar is keeping up its incredibly high standards. Jessica Blue, event director, Brand Licensing Europe 2010 said after the show: “Brand Licensing Europe really came of age in 2010 – we’ve exceeded all of our expectations, to become the most successful and well-attended event in our 12-year history.” October will also see the release of Hit’s Thomas & Friends tent pole feature, Day of the Diesels, which pits the steam trains against the diesel engines. Looking to follow in the footsteps of Misty Island Rescue which became the biggest selling week one pre-school title of 2010, Hit will once again be organising a West End premiere, as well as screenings across the UK and cross category tie-in products. These will include Take n Play and Trackmaster sets from Fisher-Price – which enjoyed strong sales of its Thomas products throughout 2010 – plus construction products from Mega. On top of the toys, there will also be the likes of tie-in posters, apparel and bedding. Thomas & Friends will again benefit from a year-round presence on Nick Jr and Milkshake, as well as being buoyed by six DVDs across 2011 and eight publishing titles launched between January and September. Meanwhile, Zodiak’s Waybuloo will continue to strengthen its presence in the pre-school sector. Autumn/winter will see the arrival of a range of new

MARKETING BRAND AWARENESS

www.toynews-online.biz

Stats entertainment Itâ&#x20AC;&#x2122;s no secret that children, and in particular boys, are becoming more driven by electronic, online and mobile brands. But how do they fit in within the wider world of entertainment franchises and, crucially, toy brands? Brand analysis expert, Phillipe Guinaudeau, from Kids Global, offers some insight and one or two impressive-looking graphsâ&#x20AC;Ś.

HIGH TECH is on the agenda for young boys. In a recent survey on Entertainment Brands for kids (from Kidz Global, BrandTrends UK), Nintendo Wii is most popular and most wanted among British boys aged seven to nine years old. However, entertainment brands, and toy brands amongst them, are key players in the game. Indeed, the research shows that Lego is the second most popular entertainment brand among British boys seven to nine years old (see right). And animation franchises The Simpsons, Toy Story and Ice Age consolidate this top five. Note that Beyblades, just arriving in the UK at the time of the survey, already show up in brand popularity ratings. >>

Boys 7-9 years (Brand Popularity vs. Merchandise Appeal)

Less popular brands with low merchandise demand

Popular brands with high merchandise demand

MARKETING BRAND AWARENESS

Top three favourite brands, boys 7-9 years (% Total Aware)

Entertainment brands, and toy brands amongst them, are key players in the game. Indeed, the research shows that Lego is the second most popular entertainment brand among British boys.

If Lego is the most preferred toy brand amongst boys seven to nine (20 per cent of these boys place the property amongst their top three favourites, two thirds of them as their favourite brand), and if ownership is being high (80 per cent of boys seven to nine owns a Lego product), interest in purchasing a new product with the brand on is as strong as ownership. De facto, this leads to an increase in sales of the property amongst its current base rather than among new users. Toy Story is also an interesting case: BrandTrends UK shows that almost every boy seven to nine years old knows the Toy Story property (total awareness = 98 per cent). The franchise is indeed a great success in the UK. The day of its release in the UK, Toy Story 3 even recorded the largest day one ever in its category of film; and merchandise with the brand on it just keeps consolidating such a result. Additionally, on its first day of release on iTunes it immediately became the most downloaded Disney film ever. FEBRUARY 2011

And in fact, according to the BrandTrends UK research, 62 per cent of British boys seven to nine years old â&#x20AC;&#x153;love the brandâ&#x20AC;?. But when asked for their top three favourite brands, only six per cent of them would place the franchise as one of their top three favourite brands, far below ratings on Lego, The Simpsons or even the other animation property Harry Potter (see above). So the brand is loved, but not preferred. In addition, if 64 per cent of boys seven to nine own a product with the brand on it, only 65 per cent would consider receiving a new product with the brand on it (see right). As for Lego, the property does not recruit many new aficionados, but rather works within its current base of owners. And when they do consider, they would rather receive the DVD of the animation (86 per cent), a videogame (36 per cent), or alternatively books, stationary or toys (31 per cent). Usually indeed, DVDs and Videos, and PC Software and Console Video Games, lead the brand

licensing categories showing keenest demand amongst boys seven to nine. As a result, the franchise shows a great potential for growth in various merchandise. The real challenge of

Disney now will more reside in its ability to recruit new homes for the property; tough in times when High Tech is so present in young boys wishes.

Brand merchandise appeal, boys 7-9 Years (% respondents consider buying in future vs. own or purchase in past)

All Round Perfection! The

3D puzzle range*

NEW! FOR

2011 Disney Cars : 108 pieces 11607 Hello Kitty : 60 pieces 84608

Doctor Who : 108 pieces 11623

Disney Tangled : 108 pieces 11399

puzzleballÂŽ range supported with extensive PR plan and 450 TVRs!

Me to You : 270 pieces 12368 Childrenâ&#x20AC;&#x2122;s World Map : 180 pieces 11429

*NPD YTD Sept 2010

See the new 2011 range at Toy Fair Stand B156 and Spring Fair 5C1

Sales l Hotline li 01869 363800 | sales@ravensburger.com l b

* NPD Data, YTD Oct 2010

THE BIG QUIZ 2011

Question time If you’re taking a break from the trade show rush and you want to kill a pocket of what modern types call microboredom, check out our quiz of assorted triv classics and toy market ephemera. What do you win? You win a brief respite from trade show trudge and the respect and awe of your colleagues, that’s what. Extra bonus if you can spot the made up one…. 1) What was number one in Channel 4’s recent 100 Greatest Toys programme? A: Lego B: Action Man C: Subbuteo

5) How many times would the total number of Lego bricks sold in one year, go round the Earth? A: 3 B: 7 C: 5

9) What is the name of the ASBOavoiding tearaway in Fireman Sam? A: Stanley Fletcher B: Norman Price C: Benny Thomas

2) What was the name of the first Chilean miner rescued? A: Xavier Palangos B: Florencio Avalos C: Ferenc Torrebelos

6) What was the original name of the game Twister? A: Bender B: Contortion C: Pretzel

10) What is the most landed upon square in Monopoly? A: Fleet Street B: Leicester Square C: Trafalgar Square

3) How much was the UK toy market worth in 2010? A: £4.1bn B: £3.2bn C: £2.8bn

7) What is celebrated in the US on February 2nd? A: Groundhog Day B: Martin Luther King Day C: Veterans’ Day

11) Which of these has narrated Thomas the Tank Engine? A: Stephen Hawking B: Alec Baldwin C: Danny La Rue

4) How old is Barbie’s Ken this year? A: 50 B: 55 C: 60

8) The most popular name for a UK street is High Street. What is the second most popular? A: Station Road B: Main Road C: Church Road

FEBRUARY 2011

12) What was the first ever toy to be advertised on TV? A: Barbie B: Mr Potato Head C: Monopoly 13) How many pints of liquid can a standard 125g Frisbee hold? A: Three B: One C: Half 14) How long would it take a slot racing car to go round the M25 at full speed? A: 27 hours B: 12 hours C: 36 hours 15) Which game was invented by Alfred Butts? A: Monopoly B: Scrabble C: Yahtzee 16) When was Olympia built? A: 1877 B: 1885 C: 1902

THE BIG QUIZ 2011

www.toynews-online.biz

17) Which famous singer’s mother invented the Slinky? A: Sam Cooke B: Liberace C: Isaac Hayes

22) Who was the BTHA’s supplier of the year last year? A: Bandai B: Flair C: Lego

25) How many exhibitors will be at this year’s Toy Fair? A: 112 B: 134 C: 207

18) Which team were victorious in last year’s ToyNews Fives? A: Lego B: Hasbro C: Mattel

23) According to Brandbank’s recent poll, which retailer provides the best overall toy retailing experience? A: WH Smiths B: Toys R Us C: Amazon

26) Which king in a pack of cards does not have a moustache? A: Hearts B: Clubs C: Spades

Who voiced Ken in Toy Story 3? A: Brian Blessed B: Michael Keaton C: George Clooney 21) According to the Chinese Zodiac, 2011 is the year of what animal? A: Rabbit B: Tiger C: Sheep

24) Which TV programme did Wow Stuff boss Richard North appear on at the end of 2010? A: Crimewatch B: The Secret Millionaire C: How to Look Good Naked

27) In Brideshead Revisited what sort of toy was Aloysius? A: Action Man B: Furby C: Teddy bear

28) Which set of toy cars were launched by the inventor Frank Hornby? A: Hot Wheels B: Majorette C: Dinky 29) Where is Buzz Lightyear made, according to his wrist panel? A: China B: Mexico C: Taiwan 30) Play-Doh was originally invented for what purpose? A: Caulking B: Sculpting C: Cleaning Wallpaper

ANSWERS 1)A 2)B 3)C 4)A 5)C 6)C 7)A 8)A 9)B 10)A 11)B 12)B 13)A 14)C 15)B 16)B 17)None, we made it up you fool. 18)B 19)C 20)B 21)A 22)B 23)C 24)B 25)C 26)A 27)C 28)C 29)C 30)C

19) David Cameron is apparently a big fan of which iPhone game? A: Cut The Rope B: Cut Everything C: Angry Birds

FEBRUARY 2011

MARKETING VIRTUAL WORLDS

Clicking to be clever Social Media, virtual worlds and online games don’t have to be seen as the toy market’s enemy, argues Matthew Warneford, Chief Technical Officer at Dubit Platform. He explains how toys can profit from the online revolution…. DIGITAL TOYS, interactive cartoons, social games and virtual worlds – whatever you call them, they are no fad. We’re all human, we need friends, and we all want to have fun. Virtual worlds offer exactly that, a place to have fun with friends. Their appeal is clear, and they’re here to stay. Since gaining wider notoriety three years ago when Disney bought leading virtual world, Club Penguin for $700m, it’s been this basic desire for fun with friends which has driven the number of registered virtual world players to over one billion – double the number from 18 months ago. Virtual world strategists, KZero, see no signs of this growth slowing. This isn’t a case of all talk and no trousers. Virtual worlds are producing real revenues from the sale of virtual goods – virtual clothes for an avatar, virtual furniture for a virtual house, or even stranger, virtual food for a virtual pet living in a virtual cage. In the US alone, $1.6bn was spent on virtual goods this year. Keep in mind, these virtual goods require no warehousing, no distribution, and have no raw material cost. They are 1s and 0s on a server. Exactly how these worlds are impacting toy sales is hard to say, but it’s fair to say they’re also targeting the parent’s purse. Despite that, I don’t believe the toy industry should see social games as a threat. They’re not competing, they’re complementary – a new revenue stream, a marketing channel, and an IP test bed. Webkinz can be used as a model of how to merge online and offline play. The dolls come with a code which allows the owner to play with a virtual version of their new toy. The core toys are complemented by a Pet of the Month that unlocks exclusive items. There is also a trading card game and the option to buy virtual goods in the Webkinz eStore. FEBRUARY 2011

Virtual worlds are producing real revenues from the sale of virtual goods

Mattel’s Barbie Girl virtual world has been a storming success, signing up three million members in its first two months, while World of Warcraft took twice as long to reach half that figure. Online, kids can customise and play with a virtual Barbie and buy virtual goods using ‘B-bucks’, earned by playing games, and watching promotional videos. Mattel even uses the physical product as a form of security. While all players can chat using a range of approved phrases, players can chat freely to ‘best friends’ – players whose USBenabled Barbie doll has been docked in their PC, meaning they know them personally. On the other hand, Gaia Online has taken the opposite approach, tapping in to an older market, by offering products such as t-shirts, plush dolls and accessories based on the virtual goods. However, what really makes a kid happy is not the toy or the technology – it’s the story they are able to tell with it. This is where virtual worlds shine. They’re not about the avatars or the flashy games;

they’re about role-play, narrative and adventure. This is where I see toys and social games working together. A Barbie, R/C car, or even a Nerf gun, are all vehicles for imagination, a catalyst for adventures and stories. Virtual worlds are places where these stories can come alive – where players can go shopping with Barbie, race their R/C car across the Mojavi desert, or save the world from aliens using only their virtual Nerf gun.

All these stories and many more are acted out by kids every day. Now, through virtual worlds, they can be part of those adventures online. As the toy industry feels the squeeze, now is the time to embrace online. I don’t mean just as a medium for marketing, but as a new way for kids to engage and to benefit from the growing virtual goods market. Online games aren’t a threat, they are an opportunity.

Matthew Warneford is the chief technical officer at Dubit Platform. The company creates virtual worlds for leading brands and is a division of youth-focused marketing and research agency Dubit.

ONLINE RETAIL RESEARCH

www.toynews-online.biz

Who’s winning online? Research from online specialist Brandbank has examined who is doing the best job of selling toys online. The new study has rated the top toy websites across a number of criteria from presentation to ease of use…..

BROADBANK’S REPORT finds that Amazon.co.uk, Early Learning Centre and Argos websites perform most highly, each providing a sophisticated purchasing environment. However, no toy retailer’s site was rated higher than 5.5 out of ten. The conclusion is that there is great scope for toy retailers to enhance product display and usability to improve the purchasing environment for consumers. All retailers provide the basic elements of search boxes, allowing consumers to browse the website’s products, and zoom functionality, enabling customers to zoom into product images. The sites also score highly on making it as easy as possible for consumers to complete their purchase. Ease of purchase is

measured by analysing the purchasing process. Features such as visibility and availability of ‘buy now’ buttons and the number of stages in the purchasing process were used as measurement criteria, as was the overall usability for the customer, of the checkout system. However, there are many other basic elements which vary significantly between retailers. Product images are one major area where some retailers could improve. The higher ranking retailers included multiple, high resolution product images, often demonstrating the product in a lifestyle setting. However, other websites fell down in this area, showing only one, often low res, product image. There is also a clear opportunity for toy retailers to make use of more

Rated on all retail criteria, Amazon emerged as the leading website for providing the most sophisticated purchasing experience. Early Learning Centre and Toys R Us also rated highly for helping consumers make informed decisions. advanced, rich media features such as quick-view boxes, video and 360degree image rotation. On the most part, these features weren’t utilised despite their ability to improve the purchasing experience. Rated on all retail criteria, Amazon emerged as the leading website for providing the most sophisticated purchasing experience for customers. Early Learning Centre and Toys R Us also rated highly for helping

consumers to make informed purchasing decisions. Toymaster and WHSmith’s visual product displays were less advanced. Quick view functionality allows customers to gain instant access to additional product information by hovering their mouse over the product and seeing a mini-window, showing alternative images, product reviews and additional information, all without leaving the browsing FEBRUARY 2011

ONLINE RETAIL RESEARCH

Overall website rankings

page. This is an alternative to putting shoppers through the inconvenience of navigating to an individual product page and then having to click the back button to return to their search list. The retailers were also ranked by the number of images featured per product and the quality and size of those images. The availability of multiple images is important as it allows customers to see a product from different angles and in different settings, significantly impacting sales. Previous Brandbank research found that almost one third (30 per cent) of customers have abandoned an online purchase because there was only one product image available.

enlargement of the initial thumbnail. Argos is the only website which doesn’t include multiple images for any of the products analysed. All websites studied allow customers to zoom, to some degree, on most of their product images. The websites’ zoom functionality was rated by how easy it was for consumers to zoom into a product, the scale of zoom, whether zoom was available for multiple images and the quality of the zoomed image. Early Learning Centre received a top score of 9.5 out of ten for its zoom box function which allows customers to hover a zoom-box over the product image and the enlarged area appears in an accompanying

Multiple product images

Amazon.co.uk, Thetoyshop.com (The Entertainer’s site) and Tesco Direct all provide multiple, good quality images of all their products from different angles. Retailers such as WHSmith and John Lewis provide some additional images for certain products, but often this is just an FEBRUARY 2011

screen. Unlike with other websites, this means the customer does not have to wait for a new page to load or a new window to open when they zoom in to a product. John Lewis, Amazon.co.uk and Toys R Us also have multiple enlarged images for more of their products.

ONLINE RETAIL RESEARCH

Enabling customers to zoom

Websites’ zoom functionality was rated by how easy is was for consumers to zoom, the scale of zoom, whether zoom was available for multiple images and the quality of the zoomed image.

High resolution imagery is vital in allowing customers to make an informative purchasing decision and image quality has been shown to influence the likelihood of purchase of a product. According to additional Brandbank research, more than half (58 per cent) of onsumers have abandoned an online purchase because of low quality images. John Lewis, Amazon.co.uk, Toys R Us and Early Learning Centre all supply multiple, high resolution images. The analysis found that Argos, WHSmith and Toymaster all use images of a lower quality which are more grainy and less clear. Most of the toy retailers supply some form of additional ‘off-pack’ textual information. Amazon was most rated highest for its comprehensive inclusion of

customer product reviews and starratings system, which allows customers to look beyond the normal marketing information to gain real opinion on the product. Amazon also includes information on special offers on the products selected, comprehensive technical details, the manufacturer’s description, as well as the websites’ own product description, other items which customers might like or which customers have bought along with the product and a section of tagged words which have been applied to the product. Many products also come with numerous, detailed customer reviews. The site also allows customers to rate reviews, meaning that the best rated and most helpful reviews are easily selectable. FEBRUARY 2011

TOY RETAILER OF THE YEAR AWARDS

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And the nominations are... The shortlist has been chosen for the BTHA’s retailer of the year awards, with all the winners being announced at the annual Toy Industry Awards at Banqueting House in London on January 25th. Indies, multiples, grocers and online are all included. Here’s the line-up of runners and riders….

INDEPENDENT TOY RETAILER OF THE YEAR ■ Bentalls Bentalls has been a family owned business for 143 years and its toy department has recently been expanded, with many new branded shopfits, resulting in more space for customers to shop and play.

■ Dominoes, Leicester New management has brought change to Dominoes, which is enjoying growth in-store and online. In 2010 the Mail Order Express site developed its distribution and now ships to over 20 EU countries.

■ W J Daniel, Windsor Established in 1901, the flagship store in Windsor opened in 1918. The toy department covers 7,800 square feet and is run by 20 staff, year round. A recently re-launched website offers 1,500 toys.

■ Conways Old school toy retailing, Conways started 38 years ago as one toy shop in Keighley and now has multiple toy shops spread across the North of England. The firm employs 120 people at peak periods.

■ Smyths Toys The fast-growing Irish toy giant has made great strides in the UK with its store-opening programme and now boasts 47 across Ireland and the UK. Throughout the year there are fun days and character appearances.

■ The Entertainer Currently boasting over 50 UK outlets, The Entertainer is the largest independent toy retailer in the UK. All store managers attend themed conferences with a remit to inform, inspire and motivate staff.

■ Sainsburys Has been one of the later arrivals from the grocery sector but has greatly increased its toy offering and has been ultra-competitive in its preChristmas price promotions, with a well-publicised half price offer.

■ Tesco Tesco dominates retail and is becoming increasingly important in the toy market with a growing range. Has created “Worlds of..” online to support all products within ranges. Promotions ran throughout 2011.

■ Boswells, Oxford The Oxford department store is promoting toys in its ground floor windows, with a video filmed and edited by the toy team, highlighting the products available and in-store theatre creating awareness.

MULTIPLE RETAILER OF THE YEAR ■ Anglia Co-operative Anglia Co-operative has seen growth across toys in the past year through its 18 Westgate toy departments. Promotions are run monthly and there is a 4,000-strong Westgate Toy Club customer loyalty scheme.

GROCER OF THE YEAR ■ Asda Toys featured on a promotion end in Asda every week during 2010 and the range increased by 40 per cent. Media spend on toys increased by 78 per cent to more than £2m. 2011 will see an increased online offering.

FEBRUARY 2011

TOY RETAILER OF THE YEAR AWARDS

BEST STORE DESIGN

ONLINE RETAILER OF THE YEAR ■ Argos Argos has introduced drop-down menus enabling customers to browse by toy category, age recommendation or by toy brand/character. Integrated the launch of Toy Story 3 both in-store and online. The site included an individual webpage with engaging imagery including links to all the Toy Story character products so that they are all easily located in one place. Argos works with suppliers to build individual pages including Lego, Hasbro, Chad Valley, Fisher-Price, Leapfrog, Hornby, Scalextric, Airfix and Corgi. The introduction of an iPhone app allows customers to make reservations on the go.

■ John Lewis Johnlewis.com has become the fourth largest retail website in the UK, carrying over 100,000 products and welcoming 2.5m visitors a week, with designated, specialised landing pages for all sectors of the business. Offering own-branded and branded toys, the toy offering spans preschool, role-play, music, dolls, craft, science, games and books. Ownbrand toys include wooden, educational and musical toys with a focus on encouraging interaction and imaginative play. Exclusives from top brands are featured each year. Browsers to the site can enter brand boutiques including Lego and Sylvanian Families, offering a bespoke online shopping experience.

■ Shop Direct Shop Direct has experienced like-forlike sales growth of over 12 per cent, completing 45 per cent sales growth since 2008. The range has now grown to 3,000 SKUs, competing with the High Street offering of all major brands and licences. The retailer also launched the Ladybird toy line into pre-school, girls and boys. Improvements to the site have included improved left hand navigation, segmenting the range by product type, age, gender, brand, character and review score; a focus on brand logos helps to make the range relevant to the customer; zoom facilities to provide greater product detail and on-site product videos.

■ Bentalls Bentalls’ toy space is divided according to anticipated sales, then by age and gender. Many displays are bespoke including Brio and Hello Sweetie. Sylvanian Families, Leapfrog and Crayola are the first and only of their kind in the UK. Three flat screen TVs stream CBeebies to create atmosphere and branded bubbles help locate products.

■ Disney Store 2010 saw the opening of the first new design Disney Stores in the UK. Features include a 12’ Princess Castle, with a Magic Mirror operated with a Princess Wand. Fully animated trees line the Pixie Dust Trail. Stores are designed to give the illusion that you are outside at the centre of a bigger Disney world, and looking to the skyline, which constantly changes colour.

CATALOGUE RETAILER OF THE YEAR ■ Argos With more than 200 pages dedicated to toys, few other catalogues showcase brands, licences and properties from the toy industry like the Argos catalogue. The catalogue also sits in over 18m homes and has 80 per cent penetration of the UK market. It is still accountable as the starting point for over 80 per cent of all Argos toy sales and, therefore, would be the biggest toy retailer in its own right, even without the rest of the multi channel proposition. FEBRUARY 2011

■ ELC ELC has created a strong visual identity through bright, vibrant photography and lays the catalogue out in a way that makes it easy for customers to shop, communicates key messages and gives customers ideas. The catalogue is organised into sections, with product grouped by age and types of play. There are four main catalogues a year and the firm also sends out smaller mailings. The main publication of the year is Christmas, and 2010 saw its biggest ever book of 222 pages.

■ Shop Direct Shop Direct has invested in its catalogue, as it has its online presence, and now boasts its biggest ever toy catalogue space. Design focuses on model shots and features a strong use of logos to enhance the brand identity within the catalogue. Price points are clearly identified throughout the catalogue and there is extensive use of exclusive offers and clearly marked information on postage and packaging costs and payment terms.

■ Snetterton Park Models Located in a 60-acre site the 28,000ft floorspace, across four large halls, is packed with model and toy displays. The Model and Toy Expo displays as much as possible out of box and stocks the entire product range. There are displays from Playmobil, Lego, Fleischmann, LGB, Schleich, Papo, Bruder, WM Britain’s soldiers, K’Nex, Siku and Britains Farm.

Millhouse specialises in the manufacture of innovative, sustainable children始s wooden toys and furniture. Our products are designed and built here in the UK, a tradition that has lasted over 30 years. In that time we have primarily supplied to the education market; our high quality products have made us the premier choice for schools and nurseries across the UK. Utilising our extensive knowledge and expertise we have developed our first retail range, and in doing so, picked up 11 toy industry awards. Not bad for a first attempt!

Millhouse Manufacturing Design Ltd, Roughton Road, Kirkby on Bain, Woodhall Spa, Lincs LN10 6YL Tel: +44 (0) 1526 351 919 For trade enquiries please email: trade@millhouseathome.co.uk For press enquiries please email: press@millhouseathome.co.uk

www.millhouseathome.com

We are keen to speak with and develop lasting relationships with buyers, agents, retailers and distributors throughout the UK and abroad. So now you know who we are, why don始t you come see us and our multi award-winning range of children始s toys and furniture at the Toy Fair 2011, (London Olympia Grand Hall: 25th-27th Jan 2011). Stand No: 137 (upstairs near the BTHA Members Lounge)

SUPPLIER FOCUS RE:CREATION

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A leap year? The transition from distributor to fully-fledged IP owner and developer is the Holy Grail for many UK suppliers. Re:creation believes 2011 is the year it will make that jump. Ronnie Dungan spoke to MD Nick Joslin…

MD Nick Joslin believes 2011 is the firm’s most important year to date...

TOY FAIR is always an important event for suppliers, for some more than others, but this year Re:creation boss Nick Joslin believes it is the firm’s most important ever, possibly a watershed moment. Re:creation has reached a point in its relatively short history where it needs to reach the next stage of its development. It’s a familiar scenario for many UK suppliers who have relied on the distribution of (mostly) US product lines to build their business, but who find they have reached the point where they need the stability offered by owning and distributing their own IPs and brands.

“It changes the scope of what we are. We are not just a distributor and it’s important as a company that we develop our own ideas. At Toy Fair we are getting ready to show a lot of new product for the first time and I’m more excited than at any time in our 12-year history. It’s our most important Toy Fair yet.” The firm enjoyed success with the Cranium games before Hasbro bought it, but it has been difficult to replace the range, outlining the sometimes fine line between success and failure as a distributor. But the Razor line of scooters and boards has been a big winner for Re:creation and fits in well with the firm’s image and ambitions as a purveyor of innovative products. “We created the scooter category in the first instance. And the pogo sticks category,” Joslin reminds us. “We thrive on opportunities to create something out of nothing or ride on growing brands or categories. We over-invest to establish them. “The big concern is that we can’t continue to do that if we end up creating a category which has come from nowhere and then get the familiar knock-off problems. Most

We are not just a distributor and it’s important as a company that we develop our own ideas. At Toy Fair we are getting ready to show a lot of new product. It’s our most important yet. “Three years ago we looked at the business and thought, ‘we’re just a distributor’ and recognised the merits in developing our own product,” comments Joslin. “We had a fair amount of focus on an in-house portfolio that we can sell on a global market and we’ve got very strong partnerships going forward. This year is where the fruits of that will be seen.

retailers are crying out for innovation and incremental revenue and we are set up to deliver that. It’s what inspired us to create it in the first place and it’s made more difficult if copycats put us in a difficult position. “It hurts us and hurts the category and if it’s allowed to continue unchecked it does run the risk of stifling innovation, because we can’t continue to invest in it.”

The Razor line has been a cornerstone for the firm...

2011 will see the firm looking hard at its current line-up and separating some of the wheat from the chaff, with less profitable lines phased out. “We have to be a bit more ruthless on the management of our portfolio and look at how some of the more mediocre performers go, going forward. We are far more analytical now on the profitability of any brand. “At the end of the day it has got to make money for us and our retail partners and we ought not to be prolonging the agony. “The focus has to be on strong long-term brands. In the past we have been seduced by cool

innovation, without considering how long-term it is. We’ve now become a lot more discerning.” Part of its expansion plans included the opening of a Hong Kong showroom, with six staff, and in the UK Joslin says the firm is in its best ever position with its personnel. “As well as a focus on longer-term products, we’ve been looking at the quality of people we bring into the business. We’ve got a stronger team now than we have ever had before.” If the firm can deliver the right product mix at Toy Fair, with all its other ducks in a row, 2011 may be when it makes the great leap forward. FEBRUARY 2011

Green Creativity New eco-conscious science & craft kits that will get kids thinking about thier planet and how to keep it green!

Great Gizmos Limited Tel: 01293 543221 Fax: 01293 543217 orders@greatgizmos.co.uk enquiries@greatgizmos.co.uk

US TOY FAIR PREVIEW

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Apple source The US market’s big showcase takes place between February 13th-16th at New York’s Javits Centre, but how significant is it for the market these days? Is New York still the place to find real innovation? ToyNews spoke to Marian Bossard, Vice President of Meetings and Events at Toy Industry Association to find out what New York means for the European toy trade…

BOSSARD: “International visitors remain a priority for the show”

How does the fair fit into the calendar of UK and European visitors now? What is the relevance on this side of the pond? For companies with product who are considering North American distribution, there is no other event in the world that brings together so robust an assemblage of potential North American retail partners. For EU and UK retailers, at no other international event will so much new, creative and cutting-edge North American merchandise be available for review and purchase. Diversity in product at retail is the key to success. Has New York lost the international audience to Nuremberg? There is no question that, for a number of years now, there has been a trend for EU buyers to shop closer to home. This mirrors the tendency of US retailers to favour the US domestic events run by TIA, Fall Toy Preview and Toy Fair NY.

Both shows provide a more than suitable variety of product to stock retail shelves and so, on the surface, there doesn’t seem to be much incentive to travel very far to find what customers want. That said, however, international visitors remain a priority for the show and this year we have greatly

At no other international event will so much new US product be on show. Marian Bossard, TIA improved our international visitor services by launching a dedicated section on the website. Throughout the show multilingual staff will also be on hand to provide help and advice at the International Registration Areas, in the Buyers Lounge and International Business Center.

How do you regain it? We will regain some of the UK and EU buyers when their customers tell them they want more of what is coming out of the extremely innovative North American market. Likewise, UK and EU toy and youth product manufacturers are beginning to realise that the only way to tap into the lucrative US market is at and through the largest event that serves that audience. And that event is Toy Fair. What sort of year has the US market had? Many of our members have expressed optimism that 2010 will show improvement over 2009, but we must be patient and wait for the all-important Q4 business to unfold. What’s new at Toy Fair this year? With Toy Fair still a few months away it’s difficult to know what will be the newest trend – most of those products have yet to be unveiled –

The Facts When: February 13-16th Where am I going? Jacob Javits Convention Centre, Eleventh Avenue, NY 1001 Opening hours: Sunday, 13th February: 10am – 6pm Monday, 14th February/Tuesday 15th February: 9am – 6pm Wednesday, 16th February: 9am – 4pm There are also showroom locations throughout the city as listed in the Exhibitor Locator Guide (available on-site). FEBRUARY 2011

US TOY FAIR PREVIEW

What’s on New Product Zone There are 13 specific Product Zones on the show floor from Dolls and Board Games through to Designer Art Toys and Youth Electronics. A new Teen/Tween section will provide a focused destination for the more than 3,000 retail buyers (18 per cent of those attending the 2010 show) who said products aimed at this powerful ‘inbetweenie’ age group were on their shopping list.

but Toy Fair attendees know that they will always find those products that have high demand at retail. That being said, it’s important to note that with the show floor nearly sold out we have seen rapid sales in our Tech Toys category of exhibitors and have even created a new specialised zone to accommodate all of those retailers interested in products for the teen/tween demographic. There is always something new at Toy Fair as we watch carefully the ever-evolving consumer appetite for new product.

FEBRUARY 2011

International Visitor Services The new section of the Toy Fair website has been designed to help overseas buyers to register and get the most out their visit. International attendees can register online or at the show, at the International Registration Areas. Multi-lingual staff will also be on hand to provide help and advice in the Buyers Lounge and International Business Centre during the show. Engage! Expo Returning in 2011, Engage! Expo is organised as the definitive technology event for youth entertainment professionals. The conference and trade show aims to provide critical information needed to reach kids and youth through technology. The conference programme delivers key in-sight into new monetisation strategies,

proven ways to strengthen customer relationships, and essential marketing solutions to maximise reach. The exhibit floor provides demonstrations of the latest tools, technology products and services being used in building virtual worlds and interactive entertainment. Play Happens Play Happens is a virtual and social board game created by TIA to bridge the ‘online and offline’ activities of Toy Fair attendees and exhibitors staying in Manhattan. “The purpose of the game is to connect participants who will ‘check-in’ at locations throughout Manhattan using smartphone technology,” explained Kimberly Carcone, TIA director of trade show and event marketing. At 12:01 am on the Saturday (February 12th), ‘Play Happens’ will kick-off, running until 11:59 pm on Wednesday February 16th. As players check-in using their smartphones at locations throughout the city, they’ll earn points. Different locations will have different point values, with special events, such as the Toy of the Year (TOTY) Awards (February 12th), earning higher points. The player who earns the most points will win a New Year’s Eve 2011 prize package, which includes a trip for two to New York City, two tickets to the Marriott’s New Year’s Eve Gala and Ball-level viewing of the drop at midnight.

US MARKET

The insider Contributor Jon Salisbury wanted some reliable inside info on the state of play in the US market and who better to ask than Sean McGowan, the highly respected toy analyst at Needham and Co on New York’s Wall Street?.... THE TOY giants dominate the market in the US, striding across the multi-billion dollar landscape like mighty behemoths. But recent history has seen a slight shift in that perspective, with novel and lowerpriced SKUs from fresh young companies grabbing the headlines. That’s not to say that the big boys are losing ground but the success of brands such as Cepia’s Zhu Zhu Pets and Blip Toys’ Squinkies, has awakened the industry to the fact that lots of smaller and private companies have interesting products with mass appeal in an industry dominated by the likes of Mattel, Hasbro and Lego. Zhu-Zhu Princess was the newest addition to the Zhuniverse and was expected to deliver another winner at Christmas. According to Laura Kurzu of Cepia, the key to the Zhu Zhu phenomenon has been affordability: “It has to be priced appropriately especially in these times,” she said. “We’re very very keen on making sure all of our products are affordably priced. They range anywhere between $5-$20, so you can buy a product and have a great experience for not a whole lot of money.” Bill Nichols of Blip Toys has defied the odds at a tough time for small manufacturers. His company is a nimble 16-person operation in Minnetonka, Minnesota, a town best known in toy terms for the famed Tonka vehicle brand. Blip faces competition from manufacturing giants with mega advertising budgets. Big retailers, like Toys R Us, Target and Walmart, all want exclusive toys to offer. Independent retailers who might take a chance on smaller manufacturers have all but disappeared. In 2009, Bill Nichols bet that the economy would still be so shaky in 2010, that a bargain-priced plastic toy would take off. With the help of “mommy bloggers” and a tepid economy, Nichols turned the squishy FEBRUARY 2010

Squinkies into a fad. At the time of writing, just before Christmas, Walmart.com has been sold out of them for more than a week, and

You would have thought that the successes that these smaller companies have been having might pique the fancy of a bigger player, so

An analysis of what is happening in the US is vital as a barometer for what may happen here. No wonder the US remains such an important benchmark for the UK market. Two nations divided by the same language, but unified by their toy habits. stores nationwide are sold out or limiting how many Squinkies each person can buy. Like Zhu Zhu Pets, the toys are collectable and the hundreds of characters are even cheaper, selling for $10 for a 16-pack.

what is stopping them from flexing their acquisitive muscles? “Big acquisitions may be rare in the near term,” says Sean McGowan, analyst at Needham and Co. “Among the bigger toy makers, Mattel is historically reticent about

acquisitions. It could seek to bolster its boys’ business through a purchase, but more likely it will continue to be cautious. Hasbro has enough on its plate with the Hub TV venture that I doubt it will be in the market. “Lego will probably always just be Lego, and is highly unlikely to buy anyone. Spin Master may seek to deploy some cash to secure more stable lines, but I would think it could do that better as a public company. On the other hand, Spin Master might make a good acquisition target itself for Mattel or Hasbro. It may now be too big for someone else to buy.” Smaller companies like MGA have made acquisitions like Zapf, Smoby and Little Tikes and the company may be feeling emboldened to buy something new, now it has won the latest round of the Bratz wars with Mattel. But McGowan says: “I doubt Isaac Larian would sell his company to anyone else, and the continuing legal uncertainty about Bratz would surely affect the price, but he may be an acquirer.” Another company, LeapFrog, “remains an interesting potential target,” muses McGowan. “Its brand(s) are attractive, its operations have been stabilised, and it seems to have a strong enough cash position to survive on its own, but still be attractive to a buyer. “Curiously, its two largest shareholders, Larry Ellison and Mike Milken, have been selling stock lately. Why they would sell at these low prices when they declined to sell earlier at much higher prices is a mystery, but I doubt either multibillionaire needs the cash.” An analysis of what is happening in the US is vital as a barometer for what may happen over here. No wonder the US remains such an important benchmark for the UK market. Two nations divided by the same language, but very much unified by their toy habits.

What’s the best thing about Toy Fair 2011?.... Cartamundi will be there! Cartamundi have a fantastic new range of card games to add to the existing retail catalogue. Be one of the ﬁrst to view and order these new products come and visit us at stand H1 and say hello to the Cartamundi UK team where we will be more than happy to answer any questions you may have! view our complete range at

www.cartamundi.com Units 8 - 17 Sandhurst, Kings Road, Charﬂeets Industrial Estate, Canvey Island, Essex, SS8 0QY. Tel: 01268 511522, Fax: 01268 513109 or e-mail retail@cartamundi.co.uk.

www.toynews-online.biz

SHOW GUIDE SPIELWARENMESSE

Nuremberg 2011 Spielwarenmesse continues to be one of the key dates on the toy calendar, with the show growing each year. Here we take a look at the key exhibitors, products and brands to look out for at the fair in 2011, so that you can plan who and what you want to see before you get there, in order to make the most of your visit...

FEBRUARY 2011

SHOW GUIDE

NUREMBERG 2011 SHOW GUIDE FLOORPLAN

FEBRUARY 2011

SPIELWARENMESSE

SHOW GUIDE SPIELWARENMESSE

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Exhibitor Albion Alloys All in 1 Products

Stand

IMC Toys

Hall 12.2, P-26

Invicta Plastics

Hall 12.0, C-01-5

Russimco

Hall 5, D-72

James Galt & Co

Hall 4, E-51, F-50

Russ Berrie

Hall 1, A-29

Hall 9, C-02

Hall 1, C-09

Sambro

Hall 10.0, D-24

Kiddimoto

Hall 3, B-63

Schleich

Hall 6, B20-C21

Hall 1, A-02

Kids@play

Hall 6, C-08

Schumacher Racing

Kitfix Swallow Group

Hall 4, B-88

Scolaquip

Kit for Kids

Hall 4, A-26

Seven Towns

Hall 12.0, B-04-3

Bigjigs

Hall 3, B-46

Birmingham Chamber of Commerce Hall 12.0, A04, B-03, B-04, C-01, B-03a Casdon Charlie Crow Costumes Christy Group Clevelands Wholesale

Hall 5, A-21

Hall 9, B-27

Hall 12.0, E-01

Brainstorm

Hall 12, B-03-3 Hall 12, C-04 Hall 12.0, B-03-4b Hall 9, A-79 Hall 7a, F-102

Colin Lisle & Associates

Hall 5, B-54, C-55

Commotion Distribution

Hal 12.0, A-04-6

LeapFrog

Hall 6, A-20, B-21

Shaw Magnets

Learning Curve

Hall 4, D-05, E-02

Smiffy's

Learning Resources Lego

Hall 4, A-05 Hall 12.2, P-01

Le Toy Van Lexibook

Hall 3, B-26 Hall 12.0, I-15

Taskmaster

Hall 12.0, B-03-7

Tech Group

Hall 12.0, B-03-2

M Richard (2002)

Hall 12.0, B-03-6

The Ninja Corporation

Hall 8, D-06

Magmatic

Hall 12.0, A-04-2

The Puppet Company

Hall 1, F-11

The Trading House

Deluxe Materials Models

Hall 7, D-73

Mattel

Hall 1, A-17

Max Protection UK/Safe Albums Hall 10.1, E-09

Tobar

Meadow Kids

Tomy UK

Hall 4, B-39

EDUK 8 Worldwide

Hall 12.0, C-01-2

Hall 6, C-30

Hall 2, E-01

Hall 3, D-42

Education Essentials

Hall 12.0, B-03-8

Hall 1, D-09

Hall 12.0, A-04-4

Hall 7, C-19

Hall 12.0, D-10

Lucy Locket

Marvin's Magic

Hall 12.0, B-04-02

Hall 12.0, B-04-4

Little Bird Told Me

Manhattan Toy

Educational Advantage

Hall 9, C-50

Syot

Hall 3, A-15

Early Rider

Hall 12.0, A-04-6

Sport & Playbase

Hall 7, D-73

Hall 7a, B-160

Hall 10.0, G-22

Spin Master

Deans Marine

dRadiocontrol

Hall 7a, A-131 Hall 12.0, B-04-6

Speechmark Publishing

Community Products

Dowman Imports

Stand

Rubies International

Keel Toys

Aurora World BCE (Distributors)

Exhibitor

Hall 12.0, B-03-5

Anthony Peters Manufacturing

Bandai

Exhibitor

Hall 10.1, C-14

Amscan Asobi

Stand Hall 7, D-73

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

Meccano Mega Brands International MGA Ent./Zapf Creation Mookie

Hall 12.0, F-04a Hall 12.2, P-24 Hall 4, C-81, D-80

Thinkway Toys

Hall 4, C-20 Hall 12.0, C-14-3, D-11-2

THQ Entertainment

Top Class Products Toy Collector Group

Hall 11.1, NEC01 Hall 4, F-95 Hall 12.2, P-17a Hall 12.0, B-04-7 Hall 7, C-49

Hall 12.2, P08

ToyNews

Hall 12.0, B-03-4a

Hall 7, A-20

ToyPedia

Hall 7, C-49

Enesco

Hall 2, B-04

New World Toys

Hall 10.0, E-12

TP Activity Toys

EQD

Hall 3, A-11

Orchard Toys

Hall 10.0, H-13

Treasure Trove

Hall 1, B-11

Overlander Rechargeable BatteriesHall 7a, A-160

Trends UK

Hall 10.1, E-12

Oxford Diecast

TTS Group

Hall 12, A-04-1

Fiesta Crafts Gen42 Games

Hall 10.0, C-01

Giochi Preziosi

Hall 12.0, D-12, E-07

Hall 7, C-52

Hall 12.0, I-02 Hall 4, B-25

Paper Island

Hall 11.1, NEC41

Unique Party

Hall 9, A-77

Golden Bear

Hall 5, C-15

Pattni Imaginations

Hall 11.1, NEC15

Universal Standards

Hall 9, F-93

Grant & Bowman

Hall 4, C-01

PETA (UK)

Hall 12.0, B-04-4

University Games Europe

Petron

Hall 12.0, A-04-5

Upper Deck International Hall 10.1, C-06, D-13

Green Board Games Haba Hasbro Deutschland

Hall 12, B-03-1 Hall 2, E-03 Hall 12.0, F-06, H-05

H Grossman

Hall 5, B-54, C-55

Hip Designs

Hall 1, E-30

PlayMais Plum Products Polydron Pyramid International

Hobby Products Int. Europe Hall 7a, D-111, D-117

Rainbow Designs

Hornby Hobbies House of Marbles HTI Hy-Pro

Hall 4, F-39

VTech

Hall 8, A-08

Wentworth Wooden Jigsaws Foyer Halle, 10.0-09

Hall 12.0, B04-01 Hall 12, C-01-7 Hall 1, E24

Wesco Willis Toys Winning Moves Int.

Red Island

Hall 12.0, A-04-3

Wizard Limited

Hall 10.0, B-04, C-09

Renart

Hall 12.0, C-01-4

Worlds Apart

Hall 12.2, P-17

Revell

Hall 7, E-43, F-30, F-36

Hall 8, E18-D21

Richard Edward

Hall 10.1, F-17 Hall 12.2 P05 Hall 5, A-35 Hall 12.0, C-01-3 Hall 10.0, G-16, H-05 Hall 9, D-23 Hall 7, D-9

Hall 12.2, P-16

Wow Stuff

Hall 6, B-22

Hall 10.1, D-22

Wow Toys

Hall 12, B-04 FEBRUARY 2011

SHOW GUIDE

SPIELWARENMESSE

MATTEL Girls 2010 was a strong year for fashion doll brand Barbie, with 52 per cent growth in the UK (NPD Oct YTD 2010). In 2011, there will be a raft of further launches to support the brand. Mattel will be introducing a Family segment, which will allow girls to interact with Barbie's total world, and will introduce Barbie's three sisters' bedtime routines and the Barbie Strollin' Pups play-set. This year will also see the release of two animated DVD adventures – Barbie in A Fairy Secret in spring and Princess Prep School in autumn. A range of transformational dolls and play-sets are planned to support the new releases. A series of new webisodes have been created for the Fashionistas brand, aiming to show each doll's personality and style. Meanwhile, following on from his star turn in Toy Story 3, Ken's

FEBRUARY 2011

anniversary celebrations will be supported by an extensive marketing and PR programme, including highend fashion collaborations. Moving on, and with 65,000 fans on YouTube, over five million views, a Hollywood movie currently in production and a raft of licensed partners, Monster High will be boosted with a doll collection in 2011, along with accessories including plush and electronics. Polly Pocket has been given a new look and CGI animated content to bring the brand to life. A new destination website will form part of the brand's marketing and PR campaign, while new products for 2011 will include the Polly Pocket Magic Fashion Photo Booth, which lets girls dress Polly for a big fashion show. Mattel's Disney Princess product line will be added to with Disney Rapunzel and Flynn fashion dolls, plus

the Rapunzel Small Doll Magical Tower play-set. Finally, Password Journal from Radica Girl Tech will have a strong marketing campaign, including PR, behind it throughout the year. Boys A major Hot Wheels partnership with the British Racing Drivers Club and Silverstone will roll out in 2011. Meanwhile, the product line-up will welcome the Bubble Blast Carwash to the Colour Shifters collection. Also new for this year will be the Rev Ups assortment of gravity – defying four wheel drive vehicles which can stick and climb horizontally, vertically and upside down. The 1:64 scale cars can be revved by simply rolling them back and forth. The range is expanded with the Sky High Speedway which includes a vertical climb, an upside down Hot Wheels loop and zip line.

Entertainment Mattel's Jet Pack Buzz – from the Toy Story 3 collection – will continue to be supported by a heavyweight marketing campaign in 2011. The vehicles assortment features characters from the movie and four different vehicles inspired by key scenes. Each vehicle has a 'rev em up and go' mechanism and comes with an exclusive, removable two-inch Buddy figure. Meanwhile, Disney-Pixar's Cars will move to the fore this year in the run up to the release of the sequel at the cinema in the summer. Mattel's WWE line-up will be extended with the Mini Rumblers collection. Key play-set – the Blast and Bash Battle Ring – comes with flip panels, while TV driver, the Launchin' Entrance Ring, features a springloaded platform to showcase the Flexforce figure line-up.

www.toynews-online.biz

SHOW GUIDE SPIELWARENMESSE

HALL 12.2 P14, P15, P09, HALL 7 A68 Also in entertainment, the new Riptiles join robotic dinosaurs Screature and Terrordactyl in Mattel's Prehistoric Pets collection. The mini creatures feature unique personalities and two modes of attack. Finally, Mattel's Warner Brothers' collection will be added to with a raft of figures throughout the year, including Batman: The Brave and the Bold and the Batmobile. There will also be news on new film property, The Green Lantern in May. Games Card game editions of Pictionary and Scrabble will join the games range. No drawing is required in Pictionary, instead each player acts out clues for their team using nothing but the simple images on the cards. Meanwhile, Scrabble Dash will provide on the go word play for the whole family. Both card games will receive strong TV support.

The UK's number one card game, Uno, (NPD YTD August 2010) continues to perform well. As its 40th anniversary celebrations get underway, the brand will receive major marketing support through 2011. Uno Extreme will also benefit from a new feature – a random card shooter, offering an unpredictable way to play. Finally, the original Scrabble achieved the number one board game position in 2010 (NPD YTD August 2010). Scrabble Trickster will be supported by an interactive website. Fisher-Price Laugh & Learn remains a focus, with new items including the Light-up Learning Laptop and Singin' Football. New launch from 2010, Roll n Racers will stay in the spotlight for spring with its take on vehicle play. New Rattle & Go Racers will join key item Roll n Racers Spinning Speedway.

Fisher-Price will be expanding its offering in outdoor play with the Grow with Me collection. This will include skates, skateboards and scooters. The Sit-to-Stand Scooter converts from a traditional foot to floor ride-along to a scooter for older children. The Little People collection will be added to with the Wheelies range of vehicles and raceways. Key play-set, the Stand n Play Rampway, remains a focus, along with Racin' Ramps Garage, Happy Sounds Home and Animal Sounds Farm. A new segment will also join the line-up in the autumn. For older pre-school boys, Imaginext introduces new RoboPolice themed items. The RoboPolice HQ is the hero play-set and features three levels of play, sound and light effects and figure activation points. A full marketing programme including TV advertising and sponsorship will support the range.

Construction system Trio will see its basic play packs – including the Aeroplane, Crazy Creatures and Building Set – remain a focus. Each of the sets feature easy to use click and snap technology for creative, open ended play. Following a successful launch in the US, the Sing-a-Ma-Jigs collection arrives in the UK. The harmonising collectable characters come with three modes of play, as they chatter, sing their own song or sing in harmony with other characters. Finally, licensed ranges will remain a key focus throughout 2011. The Thomas & Friends line will see a new raft of character engines at varying price points for both Take n Play and Trackmaster, while there will also be new introductions for Angelina Ballerina, Octonauts, Winnie the Pooh, Handy Manny, Mickey Mouse Clubhouse and Dora the Explorer. The Fisher-Price own brand will also grow.

FEBRUARY 2011

SHOW GUIDE

SPIELWARENMESSE

VTECH Following the success of the Kidizoom Video Camera, Storio and MobiGo, 2011 will see the expansion of VTech’s ranges with a wide selection of innovative new products. First up, VTech will grow the Kidizoom line with the introduction of Twist. Aimed at children aged three and over, Twist is a camera with a rotating 'self portrait' lens, allowing users to view pictures and film on the LCD screen as they take them. The two mega pixel device includes five built-in games, a four times digital zoom, interactive stamps and effects which can be added to video and photos. Also being showcased at Nuremberg, is the new Kidizoom 3D, aimed at ages five and above. The dual lens camera, with a 3.2-inch screen, allows children to view their images in 3D, along with a

FEBRUARY 2011

HALL 12.2 P05 3D to 2D swap button to enable an option for standard camera and video filming. In addition, the two mega pixel camera features a four times optical zoom, built-in games and 3D photo clipart options. Moving on, the Storio Interactive EReading System (three to seven years) is now available in pink. The improved system brings stories and characters into animation in an easy to use format. Children can also add to their Storio collection with a new range of storybook cartridges including Cars2, Chuggington, Disney Princess and Tangled, among others. The MobiGo Portable Learning System – for four to seven-year-olds – also now comes in pink and has a new collection of learning cartridges, such as Ben 10, Scooby-Doo, Disney

Princess and Kung Fu Panda. It also has a touch sensitive screen. New to the VTech Baby line is the Toot-Toot Drivers range, which is a series of collectable vehicles, such as an ambulance and a fire engine. Each of the initial six vehicles features tunes, phrases and the appropriate noises. The Toot-Toot Driver Garage provides a home for the vehicles, with sensors which recognise each vehicle and give interactive responses. Other features include a car wash, petrol station, lift turning disk, heliport and one electronic vehicle. The firm's Hello Kitty range is being extended with the new two-in-one Hello Kitty Playmat (from birth upwards), a fabric playmat which transforms into an interactive cube. The aim is to help babies develop fine motor skills, with

fabric doors and dangling objects, plus different fabric textures to encourage tactile stimulation. VTech's licensed portfolio continues to grow with the addition of five products based on Disney-Pixar's Cars. The line is due to launch in July 2011 to coincide with the cinema release of the movie sequel. Elsewhere, Dr Alfie (two years and up) is a bear which teaches toddlers about medical kit essentials, as well as introducing health related phrases. The VTech Remote Control Car, meanwhile, has an infrared control to allow children aged two and up to control it using the direction keys and steering wheel. Meanwhile the Slide and Talk Smart Phone claims to be the world's first preschool slide phone toy, featuring music and quiz buttons.

Be part of the electronic revolution

Here at Ingo we bring together the latest technology and innovation with the biggest brands to ensure fun for everyone www.ingodevices.com

Hong Kong Toys & Games Fair Hall 1 Booth 1E-E31

UK Toy Fair Booth D19

International Toy Fair Nuremberg Hall 12, Stand H 12.0/C-12

You can visit us at UK Toy Fair from 25th to 27th January in London Olympia, Booth D19

www.toynews-online.biz

TOMY Tomy will be unveiling Clayzee, a new range of arts and crafts kits based on a revolutionary model making material. Clayzee allows children to create models which mimic the look and feel of cork, wood, stone, pottery and fossils. There is also a line of Eraser kits. Expanding the arts and crafts sector further is O-glo, the first product to feature full glow in the dark kits. Another new line launching at Nuremberg will be Teacup Piggies. Tomy is hoping it will be 2011's collectable craze for girls, with Teacup Piggies based on the real world trend for micro pigs. Each pig has its own personality and comes with a teacup, birth certificate and feeding bottle. The toys oink, giggle and say 25 phrases. Tomy is also launching K'Nex Mariokart Wii, a range of construction sets based on the classic Nintendo video games property. Children will be able to build their own track using

SHOW GUIDE SPIELWARENMESSE

HALL 12.2, P17A K'Nex and then race Mario characters around them. Tomica will also be extended, with the addition of two new sets â&#x20AC;&#x201C; the Mega Highway play-set and Metro City set, which lets kids build train tracks both over and underground. Also launching will be two larger Hyper City Rescue vehicles. The Hyper City Rescue Heli and Hyper City Rescue Hover will feature containers to transport the smaller Hyper City Rescue vehicles. Finally, with the second part of Harry Potter and the Deathly Hallows hitting cinemas in July, Tomy will be revealing its expanded range of toys. This will include new action figures and wands, allowing children to replicate their favourite Potter moments and extending the experience away from the cinema. Kids will also be able to continue the battle of good versus evil with Duelling Battle tops, with three different pack sizes on offer, as well as an arena.

FEBRUARY 2011

SHOW GUIDE

SPIELWARENMESSE

MEGA BRANDS Building on its range of pre-school products, Mega Bloks will be showcasing a raft of new items for autumn/winter 2011. These will include a collection of Build ‘n’ Store Buckets, plus a Play ‘n’ Go Walker and Build ‘n’ Go Wagon, with the firm aiming to introduce not only new play patterns and build opportunities for pre-schoolers, but also storage solutions for parents. On top of this, Mega Brands will also be presenting a new range of buildable characters and scenes for Thomas & Friends.

FEBRUARY 2011

HALL 4 C81, D80 The Dragon’s Universe Rise of the Predavors line will be expanded with the introduction of the theme: ‘Not All Humans are Good, Not All Dragons are Evil’. This will include new Dragon Riders, a variety of species and the Micro Dragons. A swathe of new licences will also be unveiled on Mega’s stand. The firm will have a sports car on display, aiming to attract attention to its Need For Speed line. This will feature three scales of vehicles – action, custom and collector. Mega will also be launching construction toys based on

Turner CN Enterprises’ Generator Rex, while there will also be Chuggington characters and play-sets. The company is also expanding its popular Halo range with a number of new vehicles and characters, while it is also planning to reveal new locations and environments for the collection. There will be two exclusive ranges – Red vs Blue – as well as special new items to celebrate Halo’s tenth anniversary. Moving on, and Mega’s New Blok Squad range will also be on display at the show, with the firm unveiling

Bloktropolis. The line is focused on basic building and is Mega’s link between pre-school and boys aged five and up. It includes tier one themes such as fire, police and construction, with the firm concentrating on Space and Military themes for spring and SWAT for autumn/winter 2011. Another highlight of the event will be the reveal of the Micro Action Figures. These are a variety of collectible micro action figures from different product lines such as Marvel, Halo, Dragons and Generator Rex.

www.toynews-online.biz

WESCO

Now wholly owned by Zeon, Wesco will be displaying selected products from ranges developed by both create teams. Licences showcased will include Braun, Discovery Channel, Doctor Who, Star Wars, The Simpsons, plus various pre-school properties such as Thomas & Friends, Peppa Pig and Dora the Explorer. Working as one team, Wesco and Zeon are leveraging off each others product ranges in order to maximise the offering to their customer base. An example of this is Zeon's Big Track programmable vehicle being turned into a range of related items including mugs, where Wesco has considerable

SHOW GUIDE SPIELWARENMESSE

HALL 5, A-35

expertise. The combined product range now includes glassware, clocks and watches, bags, wallets and USB accessories. New lines due throughout 2011 will focus on Ben & Holly's Little Kingdom, Chuggington and Zingzillas, while there will also be a range of gifts based on the third Transformers movie. The firm’s relationship with Disney will also be key. New designs are being worked on for Cars, while Disney Princess, Disney Fairies and Toy Story will also feature heavily. New lines based on Tron: Legacy and Phineas & Ferb are due in the second half of 2011.

MOOKIE

HTI will be showcasing its range of role-play toys and play-sets, with the new Zanussi line taking a star turn. Arriving for autumn/winter 2011, the Zanussi Panini and Waffle Maker will boast light and sound effects, while the Smart shopping range welcomes a Supermarket play-set and Trolley. Items included will be a refrigerator compartment, weighing

HALL 7, A-20

Mookie will be displaying its summer range of outdoor products from the new Createaway collection. These include the sand and water play table, new easel/table and Travel Pod, Street Cruz wheeled scooter collection, the new Mookie Soccer range, Swingball and Taliball lines. The Swingball line is being bolstered with Pro Swingball, which is much stronger and harder to play. It has a larger base for stability, thicker tubing and is now 1.75m high. The new Taliball line, meanwhile, is designed as a progression to shuttlecock play. Each item features

HTI

101

the Taliball streamer, which slows and stabilises flight, while there will be two Taliball sizes: light and extreme. Pro Taliball will have a 3m wide net and larger base – four players will be able to take part – and it contains a heavier ball for faster action and ease of play. Moving on, and the Street Cruz scooter line includes the Mini starter scooter; Retro; Lightning with front and rear brake lights; Classic and Extreme, which is suitable for children from eight-years-old and over. Mookie will also introduce a new low deck scooter, the Thunderbolt.

HALL 12.2, P-17

scales, cash register, shelves and fruit and vegetable baskets. A new range of dress up will be introduced, including a Razzle Dazzle floor standing, light-up mirror, plus dressing table with a matching stool and star shaped mirror. Heading outdoors, the Winnie the Pooh Activity Mower, plus the Winnie the Pooh Picnic Set are available.

New lines for British nursery brand Silver Cross will include the Silver Cross Surf Pram, while, for JCB, the Multi Construct range is planned for autumn/winter. There are four lines: Backhoe Loader, Dumptruck, Low Loader and Backhoe and the Assembly Plant. The Teamsterz 4 level Stacking Garage comprises of a garage with a

car wash, a helipad and a petrol station. There are a range of Stacking Garages so boys can continue to build up the floors for extended play value, plus a Wheel Loop Track set and Wheel Garage. Finally, HTI will be unveiling interactive memory game, I Ball 3, at the show, which features six lights and three colours.

FEBRUARY 2011

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SHOW GUIDE SPIELWARENMESSE

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GREEN BOARD GAMES

Green Board Games is celebrating its 20th birthday in 2011 and will be showing off BrainBox at Nuremberg. New products will include fresh BrainBoxes on subjects such as World History and Olympian sports. An additional pack of 20 cards for World BrainBox will also be showcased.

HALL 12, B-03-1

Elsewhere, other new products will include BrainLinks, a series of eight card games which help children from 11-years-old and above learn about a range of subjects such as digestion and the solar system; the Double Brain Game; plus a new range of Colour and Learn books.

BRAINSTORM

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HALL 12, B-03-3

Brainstorm will be launching its new brand, Eureka, at the show. The new range includes a number of products, starting with the Eureka Deep Space Home Planetarium and Projector. With two domes, the planetarium projects rotating star or constellation patterns onto ceilings or walls. Rotate 180 degrees and use the projector to view 24 colour NASA and Hubble Telescope photographs of spacecraft, astronauts, planets and nebulae from three changeable slide disks. The product also transforms into a night light at bedtime. Eureka Radio Controlled Illuminated Moon, meanwhile, scrolls through 12 different lunar phases, while the Eureka R/C Illuminated

MECCANO

Solar System includes a full sun with eight rotating planets. The range also features a 2-in-1 Globe, which shows Earth by day and space by night; Eureka My Very Own Rainbow, a light projector which uses multi-coloured LEDs to display rainbow colours around the room; and the Eureka Space Explorer Room Projector. Three science kits are included – Solar Energy Kit, Crystal Radio Kit and Electric Motor Kit – while there is also a Projector Torch available in Nature or Space themes. “2011 is an exciting year with the launch of our new brand Eureka,” said Nick Saunders, sales director. “Eureka is a range of fun, educational and interactive products.”

HALL 12.2, P-24 The firm will launch two new ranges at Nuremberg. First up, Space Chaos consists of a variety of collectable space vehicles, each with their own powers. Children aged seven and above can build their own space ships and take part in battles between the Dark Pirates and the Silver Force to save the Green Crystals, which give power to the universe. The collection includes drones, patrol vehicles, raiders and bombers, with prices starting from £6.99. The second new addition is Turbo, a selection of coloured racing cars, packed in a special storage case which also forms part of the vehicle's chassis. There are six

items in the collection – two smaller kits, which each build one model (£12.99) and two larger kits building two models (£16.99), while the R/C Motion Control is the hero item, building two R/C racing vehicles with an R/C handset that manoeuvres the vehicle through body movement, as well as finger controls. Meccano will expand its Build and Play range, with the latest items adopting an easier construction mechanism of clipping screws in addition to the range's traditional nuts and bolts system. The Build and Play Dinos collection is new for under fives and includes three traditional dinosaurs (£7.99 each), while there is also the Mini Build and Play Plastic Case, which builds two vehicles (£9.99), plus the Build and Play Bulldozer, Side Car and Buggy sets (£12.99-£17.99). Meccano's Construction range, meanwhile, will see the Building Engines Tool Box previewed at Nuremberg. The kit (£24.99) builds ten vehicles, all of which can be found on a construction site.

FEBRUARY 2011

Celebrating 65 years of fun and play!

Suese at:

Toy Fair 2011- Olympia 25-27th Jan., Stand E30 Spring Fair 6-10th Feb., Hall 5, Stand D55 Nuremberg 3-8th Feb., Hall 12, Stand C-04 New York Toy Fair 13-16th Feb., Level 3, Booth 5743

Inventors of Fun & Play! Casdon plc. Comford Road, Blackpool, Lancs FY4 4QW Tel: +44 (0)1253 766411 Fax: +44 (0)1253 691486 Email: toys@casdon.co.uk www.casdon.com

SHOW GUIDE SPIELWARENMESSE

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GOLDEN BEAR

Golden Bear's stand at Nuremberg in 2011 will feature the newly acquired licence, Driver Dan's Story Train. As master toy partner, Golden Bear will showcase its line of plush, plastic and arts and crafts products at the exhibition. The showpiece of the collection, Driver Dan's Story Telling Train, will tell different stories when a new book is inserted. Ben & Holly's Little Kingdom product will also feature heavily. The collection has been extended to include a 3D Television, complete with remote control so children can stop and rewind to their favourite

HALL 5, C15

part of the film. Holly's Magical Vision Draw; Holly's Magic Wand; and the Magic Vision Phone are among other items in the range. The My 1st JCB team continues to grow with the addition of new characters such as Dan Dozer, which joins the Talking range and has five phrases. The JCB Talkie line is also new and includes Joey, Doug Dumptruck and Elvis Excavator. In addition, Doug Dumptruck is now available as a remote control vehicle. Other licensed ranges showcased will include Shaun the Sheep, Timmy Time, Thomas & Friends and Pingu.

ORCHARD TOYS

FIESTA CRAFTS

Fiesta Crafts will be introducing the Tellatale Doorway Theatre and Puppets at the show. Budding directors will be able to recount tales such as Jack and the Beanstalk and Goldilocks and the Three Bears, as well as inventing their own stories, with the Doorway Theatre. On top of this, a new range of classic character hand puppets are rolling out, including the Sheriff of Nottingham and Friar Tuck, which join Robin Hood and Maid Marian, plus boys favourites, Pilot and Spitfire. Also launching are complete hand puppet and finger puppet sets. These will include Jack and the Beanstalk, featuring hand puppet Giant and finger puppets Jack, Mum and Cow, as well as fabric Harp and Hen; Old MacDonald's Farm featuring hand puppet Farmer and finger puppets Horse, Sheep, Pig and Cow; Alice in Wonderland, with hand puppet Alice and finger puppets Mad Hatter, White

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HALL 1, B-11

Rabbit, the Queen of Hearts and a small Alice; plus Billy Goat Gruff, with the Troll as the hand puppet and three Billy Goat finger puppets.

HALL 10.0, H-13

Along with old favourites such as Shopping List and Insey Winsey Spider, this year's Nuremberg stand will showcase Orchard Toys' new double-sided Little Puzzle range. Also on display will be the recently launched games Head, Shoulders, Knees and Toes, Jack and Jill Game, plus jigsaw puzzle, The Animal Games. Also launching will be seven new games and jigsaw puzzles, which are currently under wraps. "We are thrilled to be back in Nuremberg this year and to report that the company's performance has, once again, been exceptional in the last financial year, despite the continued economic uncertainty," comments Simon Newbery, Orchard Toys' managing director. "This is, of course, down to our customers, all of whom I must thank wholeheartedly for their continued support. "Our commitment to put our customers' needs first continues into 2011. I am happy to say that work has started on the footings for our new factory extension. When finished, in mid-2011, the new extension will add over 50 per cent to our factory capacity. The additional space will ensure that we pack and despatch orders to both our national and international customers even more efficiently."

FEBRUARY 2011

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MAGMATIC

The team behind the successful Trunki brand will be launching the 4in-1 Trunki Travel ToyBox. The stackable ToyBox functions as a ride-on toy, push along cart, rocking cradle and a Trunki train as they easily connect to one another. Available in pink or blue, and priced

SPIELWARENMESSE

HALL 12.0, A-04-2

at ÂŁ19.99, the ToyBox is lightweight and durable, and comes with wheels, clips to make sure that content is securely stashed away, an easy to carry handle and a rubber tongue for connecting the elements of the toy together. It also fits easily into a car footwell or boot.

PYRAMID INTERNATIONAL

During Nuremberg, Pyramid will be launching its new product range featuring Angel Cat Sugar. The collection is set to include posters, prints, badges, stickers, key chains and stationery.

LEARNING CURVE New to RC2 is the Playhouse Disney hit Special Agent Oso, for which it has figures, vehicles and play-sets. The assortment of 7cm tall figures includes magnetic technology that triggers activation points in mission packs, vehicles and play-sets. There are three mission packs, each including a custom figure and vehicle. Each of the three vehicle packs contains a character, spy gear and a vehicle. Play-sets include the R.R Rapide Play-set, which expands to 90cm long, revealing a motorcycle launcher, magnetic activation points and a control centre with lights and sounds. Role-play will be launched in 2012, with an Oso Jet Pack. Chuggington die-cast and interactive products are the firm's biggest lines currently. There are over a dozen new vehicles in the die-cast range, plus new play-sets, destinations and track packs. Key new play-sets include Mtambo's safari set and the dynamo powered Chugger Championship Deluxe Play-set, which has automatic features that change the actions of the racing engines. It will also be a TVpromoted line, launched in July.

FEBRUARY 2011

HALL 12, C-01-7

Pyramid's portfolio also includes licences such as Ben 10, Disney, Spongebob Squarepants and Marvel, among others, with the firm showcasing a wide range of product throughout the fair.

HALL 4, D-05, E-02

The line will feature over 30 vehicles plus three new themed destinations for the central characters â&#x20AC;&#x201C; Wilson's Departure Station, Koko's Repair Stop and Bewster's Weigh Station. New trains include Hoot, Toot and Speedy McAllister. The Chuggington Interactive range is an open-ended train system which features smart technology so that engines recognise and react with each other and with key station stops. The 2011 line-up has more than 15 collectable engines and three new play-sets including Steam Around Old

Town with Puffer Pete which features 'real steam' when the whistle blows. New destinations include the Safari Park with animal figures and Trainee Roundhouse with Vee. Other sets include Wash and Fuel Set and Dunbar Starter Set. Thomas Wooden Railway sees new characters and sets from the Misty Island Rescue and Charge of the Steam Brigade DVD releases plus new additions to the battery-operated and talking engine ranges. The Early Engineers line will feature 11 engines including three new lines

for 2011. There are also three new sets, including Busy Day at Sodor. Highlights for the year include Talking Percy, James and Gordon, with new sounds, phrases and lights, and a bettery operated Charlie which joins Thomas, Percy and James in the selfpropelled engines line-up. New play-sets and destinations include Old Wheezy Slinging Crane and Captain's Shed; Thomas and James Starter Set; Beginners' Set and 28-piece Battery Powered Figure 8 Set, which comes with an exclusive Fat Controller signal piece.

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WOW TOYS

A regular at Nuremberg, Wow Toys will be displaying a number of new ranges this year. New additions will include a PushAlong Fire Buggy with removable fireman and rescue spotty dog; a Coastguard Helicopter and a Dinosaur Adventure Set.

REVELL Taking centre stage for Revell this year will be the McLaren Gift Set from its new range of Formula 1 kits, which is being launched exclusively at the show for the European market. The set includes detailed replicas of the race winning McLaren MP4-24 F1 cars, driven by Jensen Button and Lewis Hamilton during the 2010 season, along with other F1 models such as Mercedes and Ferrari. Meanwhile, 2011 additions to the Revell Control line will also be on display at the show, including the latest Supermicros and micro helicopter sets. Further new releases on display will include a new Red Arrows Hawk in 1:32 scale, plus a new model kit of a classic Route Master Bus. There will also be extensions to the Star Trek and Star Wars offerings.

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HALL 12, B-04

Wow will also be offering branded and highly visible shop fits, ready to roll out to international markets and gift with purchase in-store promotions. The company has also invested in three TV ads featuring its top three best selling toys for its international partners.

TREASURE TROVE

The Treasure Trove stand will focus on the equestrian-themed Breyer brand. The company's other major suppliers Brio, The Orb and Sticky Mosaics will also be exhibiting in hall four, while Safari and Quercetti are in hall five. The Breyer focus will be on the Saddle Club line, which has been added to with a smaller scale Stablemates range. This includes single Saddle Club horses, priced at ÂŁ2.99, plus a Saddle Club Pine Hollow Stables. In addition, a Saddle Club version of the Paint Your Own Horse activity set will be introduced. There will also be extensions to the generic Breyer

HALL 4, B-25

Stablemates, Classics and Traditional lines. Sales of Sticky Mosaics more than doubled in 2010, and Treasure Trove is planning to launch over 20 new products in 2011, as it is confident of further success. Nuremberg will also offer the first chance to view Brio's new autumn/winter collection, with retailers being able to discuss exclusive FOB opportunities on Brio railway sets at the show. Meanwhile, the spring/summer introductions focus on the 'railway meeting the sea' with a number of port-orientated toys such as boats and bridges. Meetings on the Treasure Trove stand are by appointment only.

HALL 12.2, P-16

Worlds Apart Ltd. The Innovation Factory 3 Hurling Way St. Columb Major Business Park Cornwall TR9 6SX For more information please phone: 0845 60 22 119

www.worldsapart.com

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RAINBOW DESIGNS

Rainbow will be displaying new plush toys and gifts for Roald Dahl's The Enormous Crocodile. New for 2011 will be the Melamine Set, which includes a plate, bowl and cup and is presented in an illustrated box. There will also be a hand puppet, plus a 50cm soft toy and a 30cm crocodile in a CDU. Meanwhile, Stripy Horse will be bolstered with a number of new toy arrivals this year. A Melamine Set,

SCHLEICH

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plus a new wooden peg puzzle featuring the character and seven colours of the rainbow as individual pegs will be launched. Also new is a Comfort Blanket, which features embroidery and taggy detailing, plus Stripy Horse's head; a 30cm soft toy and two story books. Other licensed character toy ranges on show will include The Gruffalo, the Label Lovies nursery toy line and the new Honey & Cream bears.

HY-PRO

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HALL 8, E18-D21

Having enjoyed a successful 2010, Hy-Pro is looking to extend its Zinc line in 2011. With the Venom scooter still selling well, the firm will introduce the Zinc Defender Scooter, T-Motion, T-Flex and the digital speedometer scooter, the Bullit.

Further developments are also planned for 2011, with the launch of a pre-school brand, focused on learning through play. There will also be another Zinc Scooter and the entire Zinc line will be supported with TV and PR throughout the year.

HALL 6, B20-C21

As part of a major global campaign named Boys' Attack, the new Historical Heroes collection will offer children the chance to go into battle with some of the world's greatest warriors. The launch will consist of new figures, each matched to a role model from history and featured in a fighting position. Boys will be able to choose from a Ninja, Spartan and Roman Soldier. The Mighty Fighter Elephant and the Elephant Attachment will also be key. The Bayala Arelan Tribe is also extended with seven new figures, while there will also be a wedding theme with the introduction of accessories including the Elf Pavilion, a horse drawn carriage and the Sunny Blossom Elf House. New display opportunities will be unveiled, including the arrival of six scenery packs. Each will contain figures and accessories, including at least one exclusive item, to create a complete scene. New figures will also be added to the World of Nature line, new Wild Life animals will include the Cape Buffalo, while the Texas Longhorn Cow will join the list of agricultural beasts.

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MARVIN'S MAGIC Marvin's Magic will be welcoming interest from potential international partners at Nuremberg. The firm's products, including Marvin's 50 Greatest Magic Tricks and 50 Greatest Lights Illusions, have

SAMBRO 2010 was a strong year for Sambro, and the company is looking to build on its success in 2011. Its showing at Nuremberg will introduce its range of new Marvel-branded items, including Spider-man, Captain America and Thor toy ranges, as well as Spider-man stationery and arts and crafts. On top of this, new ranges of Disney bags, carded toys, PlaySkool wheeled toys, Thomas and Fireman Sam bath lines, arts and crafts toys, action games and toy candy will also be launching, while Sambro's Disney lines will be boosted with homewares (including clocks and mugs) and a Christmas range. Sambro also has licences for Warner Bros, Spongebob Squarepants, Hello Kitty and Transformers 3 among others in the range.

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HALL 12.0, A-04-4 consistently proved to be top sellers in stores such as Hamleys and Harrods in London, plus FAO Schwarz and Toys R Us in Times Square, New York. It is now looking to replicate its success in more countries.

Marvin's Magic has recently got involved with a number of high profile alliances in the form of on-pack promotions with consumable brands to raise its profile further.

BIGJIGS HALL 3, B-46 The firm will be launching the new Bigjigs Road range in 2011. The showcase piece will be the City Road and Railway set, which includes 103 pieces and a railway station, car bridge, level crossing, parking spaces, houses, shops and people. The Road range will launch 19 products including three roadway sets. Special link items will also allow the road to be linked with Bigjigs Rail. There are currently seven link items in the Rail collection, with a new Link Logo included on all packaging. As with all Bigjigs toys, the Road range is fully tested to EN71 standard and finished with child friendly paint stains and lacquers.

HALL 10.0, D-24

2011 is looking good! Introducing our brand new packaging

Suese at:

Toy Fair 2011- Olympia 25-27th Jan., Stand E30 Spring Fair 6-10th Feb., Hall 5, Stand D55 Nuremberg 3-8th Feb., Hall 12, Stand C-04 New York Toy Fair 13-16th Feb., Level 3, Booth 5743

Inventors of Fun & Play! Casdon plc. Comford Road, Blackpool, Lancs FY4 4QW Tel: +44 (0)1253 766411 Fax: +44 (0)1253 691486 Email: toys@casdon.co.uk www.casdon.com

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THE PUPPET COMPANY

The firm will be showcasing its wide range of finger, hand and large body puppets at Nuremberg. Its collections incorporate domestic and wild animals, fairytale creatures, plus people characters of different sizes and ethnicities. It is

LEGO

HALL 1, F-11

also the UK distributor of the Living Puppets collection. The firm has strong retail distribution through a variety of outlets including toy shops, zoos, theme parks and garden centres. Various price points are available.

RUSSIMCO

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HALL 5, D-72

Following the success of its retro toys and games product range â&#x20AC;&#x201C; Ecotronic â&#x20AC;&#x201C; in the UK, Russimco is now having the collection translated into various different European languages to expand the distriubtion after enquiries from Continental Europe.

The first wave of products are available, and can be purchased on an FOB basis if required. The range has been a strong seller in the UK, helped by being featured in a BBC programme, and the firm is confident of further success across Europe.

HALL 12.2, P-01

2011 is likely to be another busy year for Lego, and the firm is planning to showcase a wide range of product during Nuremberg. Key lines will include Ninjago Spinners, with sets including a Lego Minifigure, spinner, three weapons, one character card, four battle cards and Lego bricks. A new Space theme will be introduced for Lego City, with the line up including vehicles, minifigures and accessories. Headlining will be the Space Centre. A new Cars2 collection is also due to be introduced including the Ultimate Build Lightning McQueen, while new sets to tie in with the fourth movie in the Pirates of the Caribbean franchise are planned. Also key will be new Lego Games such as Ramses Return.

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WORLDS APART

HALL 7, D9

CASDON TOYS 2011 will be Casdon's 50th year running at Nuremberg and, to help celebrate, the firm will be revealing new box designs. Casdon is confident that the investment will help drive retail sales worldwide, as well as enabling its products to stand out on shelf. The new packaging will include information on the benefits of Casdon products in respect to their educational properties, visual

Worlds Apart will be showing off its new corporate identity at the fair. Its new branding clearly identifies the firm's three core categories: Play, Home and ReadyBed. Within these, Worlds Apart will be showcasing a number of new products including the Rock n Rolla, a toy which signifies the company's move into the ride-on sector. Available in a cow or dog design, the Rock n Rolla is both a rocker and a ride-on, while it also has a 'grow with me' feature. Cars2 will be a key licence for the firm in 2011, with new products including a Lightning McQueen Feature Bed and a pop-up Combo tent. Meanwhile, the four-piece Cars

pop-up play-set includes Mater, Lightning McQueen, Finn McMissile and Francesco. Cars2 will also bolster the Go Glow range, with the introduction of the Cars2 Go Glow Story Projector. The projector comes with rechargeable night light, torch and projector functions. It also comes with two movie discs which project 12 images of the characters onto the ceiling. Other key licences for Worlds Apart in 2011 will be Hello Kitty and Winnie the Pooh, with both featuring at Nuremberg within the firm's Ready Bed range. The all in one sleepover solution has just celebrated its tenth birthday and the firm is planning a number of additions.

TTS GROUP

HALL 12, A-04-1

TTS Group boasts a 25year history of manufacturing and supplying educational resources to primary schools and nurseries, both in the UK and worldwide. Each year it creates and develops over 500 ideas directly from teachers. Products available include the Willow Teepee, Tuff-Cam2, Easi-Speak Sound Station and Easi-Scope Digital Microscope among others.

RUBIES INTERNATIONAL Rubies will be showcasing its extensive range of fancy dress and licensed costumes on its stand. Evergreen licensed properties such as Harry Potter, Batman, Superman and Star Wars, will be lining up alongside newcomers to the collection including The Green Lantern, Tangled and Cars2, as well as a range of costumes for Playboy, Lady Gaga, Avatar, Super Mario and Michael Jackson.

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HALL 5, A-21

Arrivals for 2011 will also include Winnie the Pooh, Pirates of the Caribbean 4, Transformers 3 and The Muppets. Rubies has also added Tron to its Disney range, which already includes Disney Princess, Disney Fairies and Toy Story. Finally, the Halloween collection will be bolstered properties including A Nightmare on Elm Street, Beetlejuice, Friday the 13th, V for Vendetta and The Texas Chainsaw Massacre.

HALL 12, C-04 stimulation, hand to eye coordination, problem solving and motor skills. Sub brands such as Little Helper, Little Shopper and Little Driver will also be introduced. Top selling lines including the Dyson replica vacuums, Henry and Hetty replica vacuums and cleaning trolleys, Hotpoint replica washers and cookers, plus Post Office sets. A number of new lines will also be debuted at the fair.

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PLUM PRODUCTS

HALL 8, A-08

MGA ENTERTAINMENT/ ZAPF CREATION HALL 12.2, P08

Outdoor toy firm, Plum, has focused on creating a retail range for 2011 of smaller items, which will be launched at Nuremberg.

TOYPEDIA

ToyPedia claims to be the Wikipedia of the collecting world. The information source for collectable toys and models has 96,628 toys and models listed, including cars, trains, kits, slot cars and figurines, plus

FEBRUARY 2011

These include sand pits, small trampolines, infant play centres, metal swing sets, children's furniture and other outdoor accessories.

HALL 7, C-49

71,145 toys and models waiting to be edited and uploaded. 212,412 toys and models come from volunteers and companies. More than 350 companies have already supplied data to the project.

The firm will also be showcasing products from its normal sized range including play centres, houses,swing sets and activity centres among others.

PLAYMAIS

Playmais, the eco friendly craft toy, will be looking to make the most of this year's focus on green issues and the sustainability of toy products at the fair. The multi coloured pieces stick together with water and can mould into pretty much anything, with everything in the package biodegradable. The firm is planning a revamp of the current retail packaging in 2011, with the new format enabling consumers to easily identify that the product is made from

The firm will extend the Moxie Girlz line, including the refreshed Moxie Girlz Art-titude 3D range, which comes with 3D coloured markers to personalise the dolls' outfits and 3D glasses. Moxie Girlz Summer Swim Magic is also new; the doll comes with two outfits and can kick its feet while swimming and a hair colour change feature when wet. Moxie Girlz Magic Hair Stamp n Style and Moxie Teenz are also available in the range. MGA will also present the latest Bratz lines â&#x20AC;&#x201C; including Bratz Rock and Bratz All Glammed Up â&#x20AC;&#x201C; along with brand new additions in the Lalaloopsy range. Meanwhile, Zapf Creation will unveil My Little Baby Born doll with jet ski, plus My First Baby Annabell Time to Sleep. The My Mini Baby Born line will also be extended with Fabulous Farm, which includes a barn with ladder and opening doors, plus a doll, pitch fork, food trough, hay bale and stable. In addition, a My Mini Baby Born doll and farm accessory pack is available, and joined by a two animal assortment.

HALL 4, F39

maize, how easy it is to use and its eco credentials. There will also be a number of new product additions, with the range being restructured into categories which address the core developmental stages, which children move through from two years upwards. Available in generic packs of various sizes, PlayMais also comes in themed craft sets with choices including Jungle, Farm, Pirate Ship, Castle, Circus and SeaWorld.

Available in Pink for A/W 2011! Available in Pink bundled with Dora Storybook Cartridge and Blue bundled with Cars 2 Storybook Cartridge.

Also available for 2011 8 great new titles.

Available in Pink bundled with Cinderella Software and Blue bundled with Cars 2 Software.

Also available for 2011 10 great new titles.

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RICHARD EDWARD

Richard Edward has the capacity to produce in excess of 40 million decks of cards per annum using its range of in-house facilities. The firm produces trading card sets, card components for board games, stand alone card games and playing cards for promotional and conventional use.It offers a range of specialist finishing processes, including foiling and glow in the dark.

LEARNING RESOURCES

HALL 10.1, D22

Visitors to RIchard Edward's stand at Nuremberg will be able to see examples of the firm’s work, in addition to its own product range from subsidiary Redwood Cards. Redwood Cards’ offering features GreenCards, recycled playing cards featuring original designs and, for the first time in Nuremberg, a contemporary version of classic game, Happy Families.

HABA

The new Habaland combines constructive play with role-play, including building blocks to challenge a child's hand-eye coordination, as well as vehicles and characters to help children discover and explore bright colours and different shapes. Haba will also be building on its Toy Shop range, launching a new collection of role-play products with everything from clothes and bags to

GEN42 GAMES

HALL 2, E03

accessories. There are a number of new items being added to the Toy Shop, including fabric foods, a Shop Counter, Shopping Caddy and bags to carry the food in. The firm is also introducing a new collection of musical instruments, plus two Sound Workshops, a Symmetrical Screw accessory for the Haba Water Park, a Fairy collection and some new optical products.

HALL 10.0, C-01

HALL 4, A-05 Close to 100 new products will be showcased by the firm at Nuremberg. Jumbo Test Tubes are suitable for ages three and up, with the six 100ml tubes coming with coloured lids and an activity guide. The Green Toys pre-school line will be bolstered with a Fire Truck, including a roof ladder which pivots and rotates 360 degrees, plus two removable side ladders. Meanwhile, the Big View Bug Jars is the newest addition to the Jumbo science range. The six ladybirds come in a selection of colours, with a 3.5x magnifying lens for indepth inspection. Each ladybird features a screw on cap and air vents to keep specimens secure.

FEBRUARY 2011

The publisher of games including Hive, Army of Frogs and Logan Stones, will be adding a further three products to its lineup this year. The Ladybug is an add-on expansion set for the original Hive game, while Hive

Carbon is an alternative to the existing set of Hive stones for those who prefer a black and white colour scheme. Also included with the Carbon edition are Mosquito stones and Ladybug stones to mix up the game play.

Finally, Junkyard Races will be the firm’s first game to have a board. The Junkyard has been turned into a racing track, with the aim to be first to complete five laps, however a variety of pitfalls are in the way, including bombs, missiles and traps.

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EDUCATION ESSENTIALS

Education Essentials' product range includes the early years construction systems Sticklebricks, Popoids, Quercetti gears products and the

LEAPFROG

HALL 4, B-39

EDUCATIONAL ADVANTAGE

HALL 12.0, B-04-02

Safari brand among others. It will be presenting its core existing lines at the show, as well as revealing a number of new additions for 2011.

HALL 6, A-20, B-21

Educational Advantage specialises in curriculum-focused products for early years and children up to the age of 11. The range includes a number of subjects such as maths, English, science and design and technology.

POLYDRON

For 2011, the Leapster Explorer has a range of new games, product extensions and European content â&#x20AC;&#x201C; the brand enjoyed strong sales throughout 2010, with the firm confident of building on this in 2011.

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On top of this, Leapfrog's learning toys and reading range, which includes flagship product, Scout, will also recieve some new additions, a number of which will be on display on the stand at Nuremberg.

Polydron supplies geometric shapes and construction tools to schools and will be showcasing three products at the fair. Magnetic Polydron allows children to explore the world of shape, space and magnetism in one exercise, combing the fun of construction with the lessons of polarity.

Products being exhibited will include Abacus Beads, CVC Fishing, Feely Tubs, Learning Cubes, Letter Beads, Stepping Stones, Number Beads, Number Fishing and 3D Magnetic Blocks.

HALL 12.0, B04-01

The new shapes and panels are being launched at Nuremberg and claim to improve maths and geometry developments. Meanwhile, the Giant Polydron encourages children to make and recognise two and three dimensional shapes. The firm will also be displaying the original Polydron.

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A Grand haul A sold-out Olympia is where the trade is headed for this month’s London Toy Fair. Some familar names are back, there’s more floorspace, more product and the trade will be buzzing off the back of a year of solid growth. ToyNews has all you need to know inside.....

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TOY FAIR 2011: THE FAC T Sary 25th to

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y Janu WHEN: Tuesda ary 27th 2011 nu Ja ay sd ur Th d Hall, WHERE: Gran on. W14 8UX Olympia, Lond

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m TIME: 9am â&#x20AC;&#x201C; 6p r.co.uk ai yf WEB: www.to

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B19 Stairs to Gallery

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The Exhibitors EXHIBITOR

STAND

3L Plentyplay B20 Aardvark Swift Recruitment H20 Alpha Animation & Toys H65 Amerang Gallery 205 Artstraws C65 Aurora World UK H105 B Kids UK Gallery 185 BabyCentre B159 Bandai UK D35 Barnardo's B75 BBTradesales H30 Bigjigs Toys H39 Bladez Toyz Gallery 121 Bluw Group Gallery 179 Bontempi Comus UK B109 Brainstorm D2 Brite Power B65 British Toy & Hobby Association Members' Lounge Gallery 150 Brookite Limited H69 Bureau Veritas Consumer Product Services UK F36 Butterick Company/Wallies H42 Carrera â&#x20AC;&#x201C; The Hobby Company Gallery 109 Carta Mundi (UK) H1 Cassidy Brothers E30 Character Options E119 Cheatwell Games G19 Classic Signs and Design H90 Clementoni Spa Gallery 155 Click Distribution UK Gallery 199 Corinthian Marketing B149 Cuckoo F66 Dacta Gallery 125 DKL Marketing E66 Drumond Park B155 Dubreq D16 Earlybird Toys B60 East Coast Nursery B56 Ernest The Bear Productions F20

EXHIBITOR Esdevium Games EverEarth Fiesta Crafts Fifth Wing Games Flair Leisure Products Funtime Gifts Gateway Europe GB Eye Gear for Games Giggly Games Golden Bear Products Great Gizmos Green Board Game Company H Grossman Haba UK Half Moon Bay Halilit (Marnita) Hasbro UK Hippychick Hive Entertainment Honey Furrari Hornby Hobbies HTI (Halsall Toys Europe) Imagination Games UK & Europe IMC Toys UK Information Desk Ingo Devices UK Injusa Innovation First International Insect Lore Inspired Gifts & Toys Intelex Intelligent Retail Interplay UK IQ Games Federal James Galt & Co John Adams John Crane Jumbo Games KidKraft Netherlands

EXHIBITOR

The Greenhouse - a dedicated area of the fair for start-ups, entrepreneurs and niche manufacturers. FEBRUARY 2011

Rebel Toys Ecoboo Clear & Blue Sky Industry Co Getretro.co.uk Faraway Magic Maxim Asholay Distribution Spinawina Products Loop Cards Publishing Educational Learning C G Greetings Magnet Kriya Award Publications Rokka Play

STAND E109 H46 F56 B99 E49 H15 Gallery 189 F2 E160 H100 E69 G20 E15 E39 F16 H96 E90 E120 H44 Gallery 141 Gallery 159 H52 B100 E110 E129 E70 D19 F89 Gallery 165 F105 C59 H72 H40 B160 Gallery 167 E9 F110 E20 E46 D20

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EXHIBITOR K-Play International Lanka Kade Le Toy Van Leapfrog Toys (UK) Learning Curve (RC2) Learning Resources Lego Company M V Sports & Leisure Main Sauce Productions Maps Toys Marbel Marvins Magic Meccano Toys (UK) Melissa & Doug Millhouse Manufacturing Design Mondo UK Mookie Toys Museum of Childhood Display NPD Group Orange Elephant Orchard Toys Outstanding Map Distribution Oxford Diecast Padgett Bros (A to Z) Pants on Fire Games Papo UK Paul Lamond Games Peers Hardy Group Playmobil (UK) Plum Products Pocketbond Press Office Professor Puzzle Qatch Rainbow Designs Ravensburger Re:creation Group Red-Toolbox Relaxation Garden Revell & Co

STAND Gallery 203 B49 E10 B50 F50 D36 B70 B19 B89 Gallery 129 F109 H84 B150 F40 Gallery 137 E156 E149 Gallery 190 Gallery 128 Gallery 197 B12 Gallery 163 Gallery 195 F15 Gallery 156 G40 E50 B85 Gallery 210 G125 H22 Gallery 101 G46 Gallery 160 E40 B156 B130 H86 Gallery 145 Gallery 215

EXHIBITOR ZooBooKoo International Intertek Testing Services (Leicester) Janod Little Pals Flaggo Little Star Creations Eurofins Laboratories Tiltyard Products Hong Kong Trade Dev. Council Liquid Graphic Vanguard Toys & Gifts Pty Toy Fair Best New Toys The Kidz Painting Party Company Pattni Imaginations Root 7

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Richard Edward D100 Rolly Toys F89 Sakar International G29 Save our Friends Gallery 161 Schleich B121 Scoobits Gallery 158 Seager Games Gallery 164 SGS United Kingdom Gallery 182 Simba Smoby Toys UK E140 Spin Master Toys UK E131 Stabilo International B95 STAR F106 Star Images D11 T.A.R.E.M.A. formerly Red Robin Toys F30 TCE Design t/a Top Century Ent. (UK) H36 The In Thing G36 The Puppet Company E16 The Sales Partnership E35 TKC Sales E99 Tomy UK Gallery 115 Toy Retailers Association Gallery 180 Toy Trust Coffee Lounge Gallery 170 Toymaster London Room ToyNews E2 Trade Off Gallery 157 Treasure Trove Toys G10 Turner Media Innovations Lounge Gallery 135 UKiC G120 Ultimate Products G129 University Games UK F10 Vivid Toy Group E130 West Design Products B80 Wicked Vision E106 Wilton Bradley E89 Wind Designs H102 Winning Moves UK D17 Worlds Apart B40 Wow Toys G15 Wow Stuff G56 Zappies H99

EXHIBITOR Glitter Mine Imaginell Green Lighthouse Cambridge Brainbox Asobi (incorporating Crafty Kids) Salepoint Annets Entertainment Wizard Limited Commotion Group Terox Toys Skipper MumboJumboToys Street Surfing Tykee Toys Chice Developments

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www.zodiakrights.com

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SHOW GUIDE TOY FAIR 2011

HASBRO BOYS The Nerf range is added to in the spring with the Nerf N-Force Vantage Short Sword, with an updated design and colours. Super Soaker Nerf items for spring include Thunder Storm Water Blaster – the first battery-powered Super Soaker, with no pumping needed. Tornado Strike has a rotating barrel which creates a spinning stream of water with clip system refills. Scatter Blasty shoots five blasts of water, up to 25-feet; while the new High Tide is a compact Super Soaker. The Beyblade Extreme Top System has a number of new iterations, namely Tornado Battlers; Electro Battlers (with LED lights) and IR Spin Control, which enables players to move the tops left and right or give them more power. All can be played online against other competitors using the special code in each pack. The Metal Masters range includes the Triple Battle Set, with three customisable cores and two high performance tops. The Metal Masters assortment includes 21 new tops, also available in two-packs. No new films, but there are still plenty of new items in the Star Wars toy range with new characters, vehicles and role-play items. The new Ultimate FX Lightsaber features a progressive light-up blade with vibrant LED lighting. Available in Anakin Skywalker and Darth Vader models. Launching in August, electronic helmets include versions of

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E120 General Grievous, Darth Vader or a Clone Trooper, each with signature sounds and phrases. The Star Wars Transformers Class III can turn into four modes – Darth Vader, Anakin Skywalker and two vehicles – the Republic Attack Cruiser and Star Destroyer. Styled after the signature vehicle from the animation series, Republic Attack Shuttle has two modes of play as an attack base play-set and a vehicle. It includes lights, sound and action features. There is also a number of new 3.75inch action figures including Anakin, Commander Cody, Obi Wan Kenobi and Count Dooku. In addition, each action figure is packaged with a competitive gaming base, a die and a game card to play the Star Wars Galactic Battle Game, launched in 2010. PRE-SCHOOL New pre-school items include a host of Playskool lines, Weebles and more from In The Night Garden. *Alphie is an electronic learning pal with an LCD screen that depicts facial expressions and helps pre-schoolers learn numbers, rhyming, colour and shape recognition, matching, animal names and instrument sounds. Booster packs are also available. Elefun Busy Ball Popper, available in autumn, sees players drop five balls into the elephant’s ears, which pop out of the trunk or roll into the belly, accompanied by music.

Bounce ‘n’ Ride converts into a ride-on toy and includes music; Pound ‘n’ Pop Carnival has lights, music and an elephant, which shoots balls at a monkey; Roll ‘n’ Pop Express is a brightly coloured train that pops out three balls as it is pushed along; Fill ‘n’ Spill Hippo spills out colourful balls and has music and Stack ‘n’ Drop Animals has four movable animals which can be rearranged to change where the ball comes out. In the Weebles range, the two key play-sets are the Turn ‘n’ Tumble Home and the Rock ‘n’ Wobble Playground. Other play-sets include the Weebles on the Bus set; Wobble Go-Round and Musical Treehouse. In The Night Garden lines include Talking Plush, a Ninky Nonk Train; Goodnight Friends Iggle Piggle and Upsy Daisy and a Garden Friendship Upsy Daisy. Also available are the Dance and Sleep assortment with jumbo-sized Iggle Piggle and Upsy Daisy plush which spin round and can then be rocked to sleep. GIRLS New products for 2011 include Baby Alive Luv ‘n’ Snuggle and Baby Alive Splash ‘n’ Giggle. Key lines in the range are the My Baby Alive doll with multiple phrases and rock-a-bye eyes. In the My Little Pony range, the key line is the Twilight Sparkle’s Twinkling Balloon Play-set, plus an assortment of eight new ponies.

GAMES New games for spring include Monkey Dunk, where players race to fling monkeys into a lagoon; Ratuki, a new family card game; Shark Attack, which features a motorised shark chasing fish around the game board; new editions of Connect 4 (Launchers edition) and Game of Life (Adventures edition). Eighties hit Simon is returning with Simon Flash, in which players swap and switch the four electronic, coloured tiles to match the colour sequence order called out by the game. Bop-It XT is available in the autumn and features play modes including Single Player, Pass It and Party, and four levels of play for ranging abilities. A headphone jack is also included in the Bop-It XT unit to allow kids to play alone quietly, or hook up to speakers for group play. Lastly, Ji Ga Zo is a 300-piece personalised puzzle that can be rearranged to create millions of face combinations including images of yourself, friends, family or pets. The 300 pieces have varying levels of Sepia-colored gradations on one side and distinguishing symbols on the other. When the pieces are locked together, any face can be created. Upload a digital image to the CDROM, which is included in the game box and the software will produce a unique map that shows where each of the 300 pieces should be placed on the assembly grid to complete the image.

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Claire McCool, Co-founder and Marketing Director Best bit? Meeting up with so many buyers, suppliers and journalists in a fun atmosphere Worst bit? There is no worst bit Early night or drinks after the show? Drinks of course Hangover tip? Plenty of water Flats or heels? Wedges look good – the days are long Best ever memory of any Toy Fair? So many memories – so many Toy Fairs

DRUMOND PARK 2011 is looking good for independent games company, Drumond Park Games. 2010 was another recordbreaking year and in 2011, the company is releasing more games than ever, with substantial orders from the majors and chains already being placed for the new offerings. Co-founder and marketing director, Claire McCool says: “All our existing and new lead products were TV advertised and had their own PR, promotional and sampling budgets last year. “There is no doubt that this large ongoing investment in multi-media marketing has once again paid considerable dividends right across the board. Almost all of our games are designed and developed in-house by our own creative team, and this of course makes the game play very special and the games themselves totally unique – giving us a definite edge in terms of family appeal.” Drumond Park will be launching games across all its categories over

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B155 the next year. His and Hers is going to be one of the firm’s largest launches in the adult segment. It follows the same picture and recognition formula as 2009’s board game, Logo and 2010’s sister product Best of British, which did strong numbers over Christmas. McCool comments: “With this series of games, we have created a concept which no other company has cracked – in each case, the gameplay evolves round everyday icons. “With Logo it is everyday consumer brand icons, with Best of British it is everyday national icons, and with His and Hers it is everyday lifestyle icons. But this time the female members of the family are asked questions about their menfolk, and the guys vice versa – resulting in endless misguided answers and hilarious deliberation.” Taking this concept even further, the company is now also developing a fourth title in the Icons series. Entitled It’s a Kid’s Life, the game will feature everyday children’s icons.

Late into the marketplace, with the ‘soft launch’ taking place over the last five weeks of 2010, The Million Pound Drop game, complete with the recognisable trap doors, recreates the game play of Channel 4’s live and play-online big money game show. 2010 saw Drumond Park introduce Articulate Your Life, the sister board game to its perennial best-seller Articulate. The game was also introduced as a soft launch. The game is showing strong sales so far, and once it is distributed nationally during the coming year, McCool and her team expect great things for the up-to-date version of the team board game concept. Meanwhile, Rapidough, the team game of modelling charades, is getting a makeover this year, to make it even more appealing to a wider age group of players. Drumond Park has also added a new title to its rapidly expanding licensed board game offering – Come Dine With Me.

Players are dealt, or given, ‘ingredients’ of the on-screen game, including different types of houses for their dinner party, menu cards and bottles of wine, for example and then the posing – and the debate – gets under way. Finally, in the kids sector, Pumpaloons, suitable for age four and over, certainly pumped up the action, when it was selected as one of last year’s Dream Toys. “With the economy still in the doldrums, we are certain that when they can, multi-generation families and their friends are actively trying to spend more quality time together, reconnecting with the simple pleasures of life,” concludes McCool. “Board games which are truly entertaining and enthralling certainly fall into that category, and that is why we are convinced that 2011 is going to be another great year – not just for us as a company, but for the multitude of buyers who support us, as well.”

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Sally Weekes, UK Brand Manager, Lego Best bit? Seeing the stands for the first time each year. It’s magical to see all the images and products Worst bit? Sore feet and lack of voice by the end of the week Early night or drinks after the show? Drinks after the show Hangover tip? Stand next to someone who has a worse hangover than you. It always makes you feel better. Flats or heels? Flats, flats and more flats Best ever memory of any Toy Fair? Lego being voted the Toy of the decade by the industry at the BTHA dinner in 2010.

LEGO Lego’s 2011 spring/summer ranges have been developed to further increase sales and drive both the construction category and growth within it, through progressive IP introductions and new licences. Currently the number one Lego brand, Lego City is the ideal recruitment into construction, and will continue to offer classic expandable play themes in 2011 including Police and Space, with NASA backing. The biggest launch for the company is its own IP – Ninjago – a new ninja-based theme built on two primary platforms. The spinner game is the first platform, followed by the play-sets, all designed within an action-packed ninja universe of good versus evil. The spinner game brings the action from the Ninjago storyline to life, pitting characters against each other in a tabletop battle of skill. Low price points and a unique mix of characters, weapons and cards in a social play environment have been introduced to drive collectability. The Spinjitzu Starter Set is the ideal introduction to the spinner game concept and features a

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B70 Spinjitzu Arena, two spinners, ninja and skeleton characters, six weapons, two character cards, eight battle cards and various Lego elements. Following the success of Atlantis in 2010, Lego Pharaoh’s Quest is another new independent play theme for 2011, fusing the popularity of a mythical Egyptian theme with fantasy creatures, Gods, icons and sets to create a fantasy adventure range. The range will launch with six sets including the Scorpion Pyramid. A new concept for the children games category, Lego board games uses the unique Lego experience to make the game. Two years since its launch, the games brand has seen Lego become the second largest manufacturer of children’s games in the UK. Players can change the format of the game, using the Lego pieces and the buildable dice to create a new challenge. Five new games will be unveiled in January 2011 – Ninjago The Board Game, Sunblock, Go Bananas, Frog Rush and Ramses Return. Lego Star Wars has grown into a strong, sustainable evergreen franchise, which is currently the

number one Star Wars property in the UK and has been in existence for over ten years. 2011 will see an expansion of the universe, introducing novelties and redesigned bestsellers. Building on the launch of Lego Minifigures in 2010, two new, unique series will be offered in the first half of 2011. Following its launch in May 2010, the brand became the number one toy in the UK market within six weeks of its launch. Each Minifigure comes in a sealed mystery bag. Hero Factory is a top priority for 2011, receiving high levels of marketing support including three new 22-minute CGI cartoons. For 2011, Hero Factory introduces the villains of the universe, which feature more elements and differentiated design. The heroes benefit from an improved building system and the development of three combi-models – allowing two heroes to be combined into a larger, more powerful hero. 2011 will bring more realistic models, life-like functions and challenging builds to Lego Technic. The Backhoe Loader is set to be a key line.

Controlled by a new mini-linear actuator, the model can be rebuilt into a log handler. Meanwhile, Cars 2-themed construction sets will be available in both Lego and Lego Duplo, building the adventures for children ages two to eight years. Lego Cars 2 products will launch in May 2011 to coincide with the eagerly awaited movie release. January 2011 unveils new products within one of the strongest performing brands in the company portfolio – Lego Racers. An air-stomper power source has been introduced to four new vehicles, in addition to the introduction of four new Tiny Turbos. At the same time, the 2011 Creator collection offers a wide range of options across the 3-in-1 concept. Duplo introduces more sets to its Bricks & More portfolio, alongside themed play-sets and vehicles. March sees the launch of the Winnie the Pooh line. With the release of the new Winnie the Pooh movie due in the summer, the Lego Duplo sets are poised to benefit from this new focus on the classic property.

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Susan Journeaux, Marketing Services Manager, Flair Best bit? Just after the hoover has stopped on the last day of set up – knowing everything’s done and stand looks great. Worst bit? Worrying if the prototypes will arrive/survive the whole show. Early night or drinks after the show? Drinks and lots of them. Hangover tip? Sprite. Flats or heels? Heels. Best ever memory of any Toy Fair? Timmy Mallet asking me if I wanted his autograph.

FLAIR Following a year of substantial growth, Flair will be offering new collections and exhibiting product developments for existing brands. A traditional farm theme is added to the Sylanian Families collection this autumn. The new Sylvanian Families Farm Theme is set around a twostorey farmhouse featuring cream coloured walls with exposed wooden beams and a thatched roof with dormer windows. The traditional feel of the house centres on a light-up fireplace and glowing wall lights. There are plenty of farm accessory sets to collect including a Barn to stable a pony with an upper floor to store hay bales, seed bags and other tools and equipment. The Farm Cart and Pony Set and a new Farm Shop will be part of the theme and feature the Friesian Cow aunt and uncle. Each has lots of produce for market including fruit and vegetables. These will be joined by two new ready-toplay items, a Vegetable Patch tended by Auntie Sheep, plus the new Beekeeper and Beehive Set featuring father Honey Bear dressed in protective clothing. The smaller playsets can be played with on their own or combined with others to create more scenarios. The Sylvanian Farm will be joined by other new themes including a

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E49 three-storey Town House and the new take along Carry Cottage allowing kids to take collections anywhere. Of course new families are always welcomed in Sylvania and this year, the farming family is the new Chocolate Labradors – the HunterSmyths. They are joined by the Chihuahua family, who are wedding planners and the Kangaroo family, featuring Bruce and Sheila Springer. As master toy licensee for big summer film, Pirates of the Caribbean 4, Flair will introduce two waves of detailed, articulated figures, depicting classic and new characters from the epic tales, with ten to collect. New Battle Pack assortments will include an exclusive figure and accessory whilst unique features for each set will be revealed by a backlight LED. The hero item, however, will be the eerie Queen Anne’s Revenge Ship, with working features such as projectile cannons, retractable plank and rotating battle platform. Another major launch for Flair at Toy Fair will be Geomag. The Swiss magnetic construction brand will now form part of the boys’ portfolio and will be launched with a marketing campaign. The new focused collection contains the traditional ball and rod sets, which can be used to construct and create geometric structures, plus

some new kits to enhance the creativity and play appeal. Choose from 22, 44, and 66-piece sets featuring rods and balls in distinctive colour ways or 36 and 72-piece sets which have new panel pieces. Kids will also be able build a sports car with the new Geomag Wheels Sets. Each set has everything you need to build a car, including magnetic rods, chrome steel spheres, wheels, tyres, hubcaps and bodywork. Filly Princess is one of two new girls’ collectables to be launched. The range consists of miniature flocked ponies, accessories and play-sets. To add to the collectability, there is one rare Filly adorned with a real Swarovski crystal in its crown. Play-sets include 12 different Filly Town Stables and Royal Carriages, while new for autumn will be the Filly Fairy collection with new play-sets and Filly Ice Fairies that skate over an ice rink, leaving a colourful glowing trail. Jewelpet is a collection of miniature pets hidden inside jewel charms, which can be worn as a necklace. The collection can be enhanced with playsets to extend the play and provide a place to display. New entry price point foil bags will add to the collectability. As the number one manufacturer and supplier of craft kits (NPD Sept

2010), Flair will continue to introduce new brands such as Fuzzoodles, an easy way to make fuzzy characters that can be bent and twisted into shape and then personalised with the googly eyes and accessories provided. Bionic Putty will also be added to the portfolio with the first Bionic Putty play-set, the Monster Lab, being developed for autumn. Zubber, the innovative modelling compound brand, will see three new items added in 2011 including the Bounce and Catch Ball Maker and the Charm Wheel Creations Set – perfect for making Zubber keychains, phone danglers and necklaces. For the boys, Gummi-X is a playset to make bugs which they can then eat. Licensed collections for pre-school children will form another key area for Flair with the launch of a new master toy collection. Rolobox features wheels and axles, which attach easily to any size of cardboard box, with big nuts and bolts that children can get to grips with. The child can then add a little imagination and some creative flair to bring their box to life. From autumn, Flair will bring Disney’s Jungle Junction to life, with a collection of vehicles and play-sets featuring all the main characters from the TV show.

S Corolle on DKL stand See d at Olympia Toy at Toy Fair Fair Stand No. No. E66 and d NEC Spring F aiir in Hall 5, Stand C C38 Fair 11 Deer 11 Deer R Road oad - M Moulton oulton Park Park - N Northhampton, orthhampton, N NN3 N3 6 6QD QD Tel.: 678 780 Fax.: 678 787 T el.: (0) (0) 1604 1604 6 78 7 80 - F ax.: (0) (0) 1604 1604 6 78 7 87 e-mail: dkl@dkl.co.uk e -mail: d kl@dkl.co.uk - website: website: www.dkl.co.uk www.dkl.co.uk

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Vicki Elmer, Product Manager Best bit? The buzz walking in on day one and everything on the stand looks perfect. Hangover tip? Chocolate milkshake Flats or heels? Heels, but sensible ones

BANDAI Boys Ben 10 is still the top man for Bandai, but Power Rangers is set for a rejuvenation and Armouron is gathering momentum. Bandai’s Ben 10 Ultimate Alien range features new 10cm alien collection figures, each with a clear mini disc that unlocks alien sounds from the Disk Alien Ultimatrix. The deluxe 10cm figures each come with an individual feature. The 15cm versions feature unique battle features. There is also a range of mini-figures available. There are new Omnitrix options, including the new Ultimatrix. The Vuescope Ultimatrix has a viewing core which can be inserted to project one of six aliens from the wristmounted device. Disk Alien Ultimatrix incorporates the clear mini-disks from the 10cm figures, which unlocks light and sound effects. Hero Time Omnitrix combines separate pieces from classic Ben 10, Alien Force and Ultimate Alien to create a custom Omnitrix. The Creation Chamber Figure Set can be mixed and matched with original Ben 10 and Alien Force creation chambers. Each set comes with an alien key and combo card. Figures can be used on their own or in the new wrist-mounted Alien Creation Transporter, Creation Chamber or Alien Challenge Game. The Alien Creation Transporter is a more portable version of the Creation Chamber and comes with a Rath alien and a clear Humungousaur. The Ben 10 vehicle range includes the Alien Utility vehicle, which comes with a Ben, Kevin or Gwen figure. There are three styles of vehicle available, which can be combined to create the Ultimate Jet. The DX Vehicle Mark 10 car is Ben’s new car and can transform into a

D35 variety of different modes from drive to hover, plane or submarine. Available in April, the Complete Rustbucket III combines all three Alien Utility Vehicles to create the ultimate jet. Also launching at the same time are the Grandpa Max and Ben Cycles. The new Alien Creation Chamber Laboratory allows you to create multiple alien figures and shoot them out. It is compatible with all previous Creation Chamber figures. The DNA Reanimator set comes with moulds and clay material to create mini-figures. At the top end of the range, for collectors there are the Hyper Alien Figures. Also for the collectors’ market is the Pure Ultimatrix, a detailed replica of the device in the series. Role play items include the Ultimate Echo Echo Arm, which fires propeller plates. Amouron is the firm’s construction and role-play concept which sees children build their own body armour. New accessory sets include head pieces, shoulder pads, visor and shield, while new weapons include the Long Sword and Short Dagger, both with interchangeable Snapperons and belt clip. The Construction Sword launches in July and has a detachable handle, hand guard and soft blade. Also new is the action set, with helmet, chest and body armour, shield, gauntlet and Snapperons. Launching in July. Power Rangers returns to TV in the autumn with Samurai. Figures available include 10cm, each with a samurai sword and special power weapon; 16cm Head Morphin figures and 30cm action figures, with sound effects. The DX Samurai Megazord is made up of individual zords and the DX Megazord has both animal and

warrior modes and can be combined with the Samurai Megazord to create the Super Samurai Megazord. Vehicle and figure sets include the Disc Cycle with figure. Cycles can be combined together and used with DX Megazords. Also, the DX Morph Vehicle combines with 10cm figures and transforms into Zord mode to combine with the DX versions. Zord Vehicle Sets are also available, each with different action and all compatible for combining. Role play items include the Samurai Sword and Samurai Morpher, with the lead item the DX Roleplay Sword with double extension feature. Girls Fashion creation line Harumika has a number of additions, with eight new style accessory packs which include three pieces of fabric and a collectable bracelet. Super Style packs include six pieces of fabric, three varieties of belt and rhinestone stickers, plus the collectable bracelet. Style starter sets, with mannequin, are available with themes including Exotic and Surfer. The Designer Dress Form sets include mannequins and four themed pieces of fabric with five sets to collect. Also new are Party Dress sets to create deluxe dresses. The Style Studio Portfolio comes with a black storage case and the Runway Showstopper Set includes a folo-out catwalk and a USB camera for uploading designs to the official website. Launching in July, PopPixie is a new range of collectable mini-fashion dolls aimed at girls aged four to nine. Available products include a Collectable Figures Tube with three dolls and a pet figure. PopPixie My Secret World is a lockable ball with a play-scene inside with a mini PopPixie figure, furniture and accessories.

There are also four 12cm dolls with detachable wings and shoes plus hairbrush and mirror accessories. They are also available with an animal friend. The Magical Doll with Wings line comes with detachable glitter wings and jewellery accessory. Also available is a PopPixie car and two play-sets – the Magical Swing and the Cake Shop Play-set. The new Tamagotchi for 2011 is Tama-Go, which has a changeable faceplate and works in conjunction with attachable and collectable Tamagotchi characters which are used to activate new games on the unit. The line launches in July. And lastly, creativity toy Badge It! returns in March. Pre-school Folksy African Cbeebies show Tinga Tinga Tales grows with 15cm small plush; 25cm plush with sound and key item the Up, Down and All Around Monkey which has a built-in sensor which recognises which way up it is. New for 2011 are Individual Bath Figures, launching in spring/summer, as is a range of musical instruments including a Lion Tambourine, Monkey Drum and Tickbird Whistle. The Slider Bath Set and Musical Ring will arrive in autumn, with the Shake n Walk Elephant, controlled using maracas. Chloe’s Closet is a new CITV programme about a girl with a magical closet. Bandai’s toy line includes collectible figures, play-sets and interactive plush. Noddy will have a new toy line for autumn. The range will include Miniature Plush; 30cm plush; My Friend Noddy Pilot doll; Noddy Mobile Phone; Noddy Camera; Click Clack Noddy and His Taxi; Fix and Go Monster Truck; R/C Car and the key item the Take off in Toyland airport play-set.

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Sabine Dix, National Account Manager, Tomy UK Best bit? The buzz of the venue itself and the excitement of showcasing the product range, that the team has worked so hard on, to existing and new customers Worst bit? Really struggling to find anything negative, not even aching feet beat the buzz Early night or drinks after the show? Early night? That's for retirement. Definitely drinks after the show to celebrate the hard work that's been put in Hangover tip? Bacon sandwich and sell, sell, sell Flats or heels? Heels by choice, not too high as there’s nothing worse than a pained expression smile while presenting on day two Best ever memory of any Toy Fair? Winning awards with my previous and current employer. Bring it on

TOMY Tomy is set to start the New Year with a bang at Toy Fair 2011. Taking an upstairs stand with expanded space, the firm is creating a strong presence by sponsoring the stairway to the upper level, as well as planning a selection of stunts. Tomy will be unveiling Clayzee, a new range of arts and crafts kits based on a model making material, which allows children to create models that mimic the look and feel of cork, wood, stone, pottery and fossils. Making mistakes can also be incorporated into play with the range of Clayzee Eraser kits. Expanding the arts and crafts sector further is O-glo,

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GALLERY 115 the first arts and crafts kit to feature full colour glow in the dark effects to add to the finished result. Another new line set for its first outing at Toy Fair, is Teacup Piggies – a collectable craze for girls. Teacup Piggies are based on the celebrity trend for real micro pigs, yet these toys are a fraction of the cost. Each pig has its own unique personality and comes with a teacup, birth certificate and feeding bottle, and will oink, giggle and say 25 phrases. Tomy is also launching K’Nex Mariokart Wii, the only range of Nintendo licensed construction sets on the market. The sets let children

build their own Mariokart track using K’Nex and then race the Mario characters around them. The Tomica range will also be extended with two new sets, including the Mega Highway play-set and Metro City set. The Metro City set lets children build train tracks both overground and underground and features a metro train with lights. Also launching will be two new larger Hyper City Rescue vehicles – the Hyper City Rescue Heli and the Hyper City Rescue Hover – which feature containers to transport the smaller Hyper City Rescue vehicles. Boys will now have even more road

and rail to play with, when building and extending their Tomica worlds. With the second part of Harry Potter and the Deathly Hallows hitting screens in 2011, Tomy will also be revealing its expanded range of licensed toys, with new action figures and wands allowing kids to recreate their favourite Harry Potter moments. Kids will also be able to continue the battle of good vs. evil with Duelling Battle tops, featuring three different pack sizes and plenty of potential for collectability. Children can then fire the character themed tops into an arena to see who is the last spinning top standing.

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Jacqueline Taylor-Foo, Sales Director Best bit? Seeing everyone in one place Worst bit? Seeing everyone in one place Early night or drinks after the show? Drinks after the show Hangover tip? Lie in... I mean a bacon sandwich and Berocca chaser. Flats or heels? Heels Best ever memory of any Toy Fair? Receiving Activity Toy of The Year for Benderoos at last year’s Toy Fair dinner (and not tripping up on the way to or from the stage).

SPIN MASTER Spin Master is delighted to have finished 2010 in the top ten UK supplier rankings and is looking forward to another year with many new brands, licences and products. Zoobles, the new girls’ collectables brand, was unveiled in January. Launching with a TV campaign delivering over 1,000 TVRs targeted at girls aged four to nine in spring, the brand will also be bolstered by a media promotion with Nickelodeon, online advertising driving to Zoobles.com, plus a PR campaign which includes product demonstrations and giveaways. The world of Zoobles introduces over 150 different creatures from different lands and underwater worlds such as Petagonia and Seagonia. Curled up in little balls, Zoobles come to life when you place them on their happitat. The balls transform into colourful animal characters to play with. Press their heads and their eyes blink, or ears wiggle. As well as Single Zoobles, the spring/summer range contains Twobles, HairDoobles and a play-set featuring an exclusive Zooble, plus unique mini Zooble.

E131 In fashion dolls, the Liv girls will be joined by new boy doll Jake. Liv dolls are fully poseable and can be placed in over 150 different poses. They also feature interchangeable wigs which can be cut, washed and styled, as well as realistic eyes. Bakugan Gundalian Invaders hits TV screens in the New Year and introduces the new Battle Gear and Super Assault brawlers, increasing the core line and featuring new transformations and refreshes across the whole range. This month, Bakugan Dimensions, a new MMOG (Massive Multiplayer Online Game) goes live and heat reveal codes found on all new brawlers encourage kids to take part in free online battling. Gundalian Invaders will be supported by a major TV campaign, featuring four creatives, new collectors posters, print and PR to encourage collecting and battling among both new and existing consumers. Tech Deck continues to grow with strong new licences and products on board. 2011 will see new TVadvertised skate parks, including the Paul Rodriguez Skate Lab in spring,

plus new ramps and over 480 new board designs across a range of price points, keeping things fresh and further driving collectability. Disney’s Tron: Legacy 3D movie, launched in December, was the much anticipated film of the season, and a new range of Tron figures featuring Impulse Projection, sound and light will be launched in the spring for the DVD launch. The iconic Sam Flynn will be available as a 12-inch figure along with new vehicles and play-sets, reflecting the film action. Air Hogs looks set for another strong year with the award winning Vectron Wave back on TV and three new lower priced Air Hogs launching in spring. Autumn will see the launch of two new TV campaigns. Moon Dough Magic Zoo launches in spring for magically moulding gorillas, penguins and bears that walk and easy pop moulds for making animal enclosures. In Moon Sand, there are further extensions of the Sweet Delights and Construction ranges, including Candy Factory and Cookie Sets for girls and the Destruction and Digger sets for boys.

Gomu Eraserland are collectable puzzle erasers. Kids can collect and swap over 100 erasers and packs start from 99p, with licences and play-sets to follow in autumn. Bizu is a new bead toy. Kids can make bracelets and necklaces from thousands of bead combinations, then twist them up into animal characters. With a quick pull they are back to a bracelet again. There are 60 different animal characters, in four different themes and a Design Studio for storing the beads. Fab Effex is a fabric that can bend, shape, twist, wrap and stick to stuff to decorate and design. No glue is required and the fabric can be reshaped into its original shape for use over and over again. Each pack contains full fabric sheets, pre-cut shapes and an idea-packed book of designs to make including rings, cards, key rings, animals and dolls and much more. Also new for autumn is Aqua Sand – the sand that never gets wet. The range features a Polar Playground, with penguins to splash about and play with, a new play-set in Water Fairies and Jungle themes and single refills.

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Clive Wooster, MD, Learning Curve Best bit? The hour before opening on the first day when we’ve done the build up and await our customers. Worst bit? The hour after closing on the last day when we are shattered and still have the break-down to do. Early night or drinks after the show? Early night Hangover tip? An early morning run before breakfast. Flats or heels? Not applicable – unless someone knows differently Best ever memory of any Toy Fair? Always the last one, as long as it went well.

LEARNING CURVE Learning Curve (formerly RC2) has a range dominated by its Chuggington die-cast and interactive products, plus its well-established Thomas and Friends Wooden Railway line and a new Disney licence – Special Agent Oso. There are more than a dozen new vehicles in the Chuggington die-cast range, plus new play-sets, destinations and track packs. Key new play-sets include Mtambo’s safari set and the dynamo powered Chugger Championship Deluxe Play-set which has automatic features that change the actions of the racing engines. It also features a trophy, which pops up to show the winner. It will be a TV-promoted line, launched in July. The range will feature more than 30 collectible vehicles, plus three new themed destinations for the central characters – Wilson’s Departure Station, Koko’s Repair Stop and Bewster’s Weigh Station. New trains include Hoot, Toot and Speedy McAllister.

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F50 The Chuggington Interactive range is an open-ended train system which features smart technology so that engines recognise and react with each other and with key station stops. The 2011 line-up has more than 15 collectable engines, as well as three new play-sets including the TVpromoted Steam Around Old Town with Puffer Pete which features ‘real steam’ (well, ionised water) when the whistle blows. New destinations include the Safari Park with animal figures and Trainee Roundhouse with Vee. Other sets include Wash and Fuel Set with Brewster and Wilson and Dunbar Starter Set. Thomas Wooden Railway sees new characters and sets from the Misty Island Rescue and Charge of the Steam Brigade DVD releases, plus new additions to the battery-operated and talking engine ranges. The Early Engineers line will feature a total of 11 engines including three new lines for 2011.

There are also three new sets, including the Busy Day at Sodor set. Highlights for the year include Talking Percy, James and Gordon, with new sounds, phrases and lights, and a battery operated Charlie which joins Thomas, Percy and James in the self-propelled engines line-up. New play-sets and destinations include Old Wheezy Slinging Crane and Captain’s Shed, with movable parts; Thomas and James Starter Set; Beginners’ Set and 28-piece Battery Powered Figure 8 Set, which comes with an exclusive Fat Controller signal piece. New to Learning Curve is the Playhouse Disney hit Special Agent Oso (which is essentially James Bond for pre-school) for which it has developed a range of figures, vehicles and play-sets. The figure pack assortment of 7cm tall figures include magnetic technology that triggers activation points in mission packs, vehicles and playsets. There are three different

mission packs, each including a custom figure and action vehicle. Each of the three available vehicle packs contains a character, special spy gear and a vehicle. Play-sets include the R.R Rapide Play-set, which expands to 90cm long revealing a motorcycle launcher, magnetic activation points and a control centre with lights and sounds. Role play will be launched in 2012, with an Oso Jet Pack. Marketing support includes a consumer campaign targeted towards mums with online advertising, print, press and PR. There will also be retailer promotions. Lastly, the Bob the Builder range continues with Project Build It, which has four new pull-back vehicles and new packaging. Range highlights for 2011 include Scratch, Bristle, Gripper and Grabber pull backs; a new logoed Bob helmet for role play and a radio-controlled Bristle vehicle.

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MY TOY FAIR

Sarah Holden, Brand Manager for Girls

HTI HTI presents a collection of licensed and own brand toy ranges for 2011. Supporting an iconic fashion brand still taking the girls market by storm, HTI has a new range of Hello Kitty role-play toys. New for autumn/winter, HTI will offer a Hello Kitty Nail Care Set and Hair Care Set, with all the accessories needed for a pampering day. The new range features the Hello Kitty Graphic Traffic design style and iconography associated with the property. In addition, HTI provides a wheeled toy range, including the new Hello Kitty 6V Scooter with rechargeable battery. Also showcasing at Toy Fair is a new range of Phineas and Ferb wheeled toys. The range includes the new Phineas and Ferb Folding Scooter with Agent P graphics. Also featured in the new wheeled range is Phineas and Ferb In-Line Skates, Skateboard, and a Helmet and Protection Set. To add to this, HTI also introduces its new range of Club Penguin wheeled toys, the range will launch in autumn/winter and includes a Folding Scooter, In-Line Skates, Skateboard and Helmet and Protection Set. HTI consolidates its strength in the role-play category with a wide range of role-play toys and play-sets

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B100 inspired by classic play patterns, many with innovative features for realistic modern-day play. Based on the design of real-life home appliances, HTI introduces a range of uniquely tooled household items within its Zanussi range. New for autumn/winter, the Zanussi Panini and Waffle Maker has realistic lighting and sound effects. Also new for autumn/winter is a new range of Ben and Holly dolls, prams and role-play toys. HTI this year introduces a new Ben and Holly Magic Kitchen, with magic oven door, featuring Nanny Plum. The range also includes a Ben and Holly full length, floor-standing dress-up mirror with Ben and Holly design. Also available for autumn/winter is a Dressing Table and Stool. The Winnie the Pooh range is added to with the Activity Mower. Also available is a picnic set for a picnic party with Pooh and friends. New ranges are also being added to the market leading prams and pushchairs licence, Mamas & Papas. The range includes the X-Cel Pram, a traditional style deluxe pram featuring a reversible hood and cover meaning four looks in one. Silver Cross has new designs this autumn/winter too, with the new Surf Pram from HTI. Also undergoing

new styling is HTI’s Peppa Pig dolls Prams and Pushchairs. The range includes a Twin Stroller and a Three Wheel Stroller. New for JCB for autumn/winter, is the JCB Multi Construct range. Kids can build a construction machine using an array of vehicle pieces with the tools provided. The range consists of four lines – Backhoe Loader, Dumptruck, Low Loader and Backhoe and the Assembly Plant. The Teamsterz Big City Stacking Garage is new for autumn/winter. The Teamsterz four level Stacking Garage comprises of a garage with car wash, a helipad and a petrol station. The firm is introducing a range of Stacking Garages so that kids can continue to build up the floors. The range also includes a Wheel Loop Track set and Wheel Garage, both of which pack away into a Teamsterz wheel. Finally, HTI introduces Iball 3, an interactive memory game with six lights and three colours – just turn all the lights the same colour. If you can crack this in the set time, level two is unlocked. Now four colours, so the challenge really begins. If you beat Iball 3 and find a unique code, register it online at Iball3.com and you can compete worldwide on the Iball 3 leader board.

Best bit? The great feedback we get from our retail customers and licensors on another fantastic Toy Fair stand and product range. It’s really the culmination of months of hard work and it’s great to have a forum to gauge reactions and get a feeling for the year ahead. It’s also a great opportunity to get together with others in the industry and enjoy some wellearned socialising Worst bit? The ‘military precision’ planning that goes into organising HTI’s stand at the show. It’s a huge and painstaking undertaking and that’s before we even get to Olympia for a day or two of ‘hard labour’ setting up the stand – it’s all hands on deck at HTI Early night or drinks after the show? One or two fizzies….it would be rude not to Hangover tip? A bacon butty and a few strong cups of tea – we’re northern Flats or heels? Both. The experienced Toy Fair woman ensures she has footwear for all eventualities Best ever memory of any Toy Fair? The year Gary Lineker helped us promote one of our ranges is quite memorable. Needless to say all the HTI girls became giggly and dreamy eyed, but it was Andrew Coplestone that got the best picture with the man himself.

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Phil Ratcliffe, Sales and Marketing Director, MV Sports Best bit? Going back to exhibit at Toy Fair after 11 years. When we walked round Olympia last year we noticed that the fair had regained its ‘mojo’. We thought we were missing out on something and needed to be back. Worst bit? The cost.

MV SPORTS MV is returning to Toy Fair after an 11year absence. Following another successful trading year, the timing is ideal for the firm to showcase its new selection of innovative products. As a specialist in character wheeled toys, MV Sports’ portfolio of licences is further strengthened with the addition of several new properties such as Ben & Holly’s Little Kingdom. The new collection has been well received by retailers and meets the growing demand from consumers for a new pre-school girls’ wheeled toy range. The firm’s new line-up of trikes, tri-scooters, bikes and cycle accessories accentuates the quirky nature of the property. The new Tinga Tinga Tales range is based on the BBC series inspired by traditional African animal folktales. MV’s wheeled toy collection aims to bring to life the heart and soul of the stories. With vibrant colour-ways and prints the distinctive artwork provides an eye-catching range aimed at both boys and girls. MV’s pre-school wheeled offering is underpinned by the trio of Thomas & Friends, Bob the Builder and Fireman Sam. To complete the line-up

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B19 for pre-schoolers the firm also has Waybuloo and In the Night Garden, both of which have been refreshed for 2011. The innovative Secret Scooters concept has been further established with TV advertising during 2010. Available as both an in-line or triscooter format, these scooters add extra value with a drawer containing collectable toys. Designs are available in Ben 10 Alien Force, Star Wars and Moxie Girlz MV’s older girl offering is boosted by Moxie Girlz and Angelina Ballerina. These collections come with shimmering paint, floral decals and rainbow tassels. Leading the way for boys’ wheeled toys are action-packed ranges based on Ben 10, Star Wars and Doctor Who. Look out for some innovative new scooter concepts, which capture the essence of the three properties. The company’s older boy offering will be enhanced with the introduction of ranges based on the new movies for 2011 – Transformers 3, Thor, Captain America, and Warner Brothers’ latest super hero franchise, Green Lantern.

MV has also recently expanded into the dolls and plush markets with the introduction of Goochicoo role-play characters. The interactive dolls have a range of play features and mimic the characteristics of real babies in a comical way. With a plethora of TV advertised ranges and price points to choose from, Goochicoo is set to grow stronger in 2011 with the addition of key new characters with new features. The outdoor play equipment brand Hedstrom is renowned for its quality and value for money and is one of the UK’s top ranges of metal swings, slides and multi-plays. The collection features products ranging from a simple see-saw to large-scale swing and slide combinations. MV Sports’ pioneering Kickmaster range of goals, balls and accessories has established a benchmark for kid’s football product in the UK, and continues to set the pace ten years after it was first launched. Often imitated but never bettered, all Kickmaster products are designed to promote practical skill development in an absorbing and challenging way.

Early night or drinks after the show? Definitely drinks after the show. I vaguely remember some great evenings at the Copthorne Tara. Hangover tip? Breakfast in the greasy spoon round the back of Olympia. Flats or heels? Skates or scooters. Best ever memory of any Toy Fair? There are so many, but the one that stands out was the time we convinced US employees of a major toy company about a phenomenal character licence that didn’t exist. We gave the whole back story on the characters, informing them that they were sweeping the nation and that they should get on board immediately. This one backfired a bit, as they then reported back to HQ and I subsequently got a request post show from a senior US figure asking to send urgent ‘chapter and verse’ marketing information. It was a long time ago.

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Katy Fletcher, Brand and Marcomms Manager, Re:creation Best bit? Socialising with the trade. Worst bit? Standing on your feet all day. Early night or drinks after the show? Drinks after the show of course. Hangover tip? Keep drinking. Flats or heels? Flats for me. Best ever memory of any Toy Fair? When Cherie Blair visited, she tripped up the step on our stand and nearly landed flat on her face.

RE:CREATION Re:creation is driving significant sales growth by focusing support on its three core business areas: Lego licensed range, pocket money toys and the Razor brand, which has exceeded expectations with a sales growth in excess of 100 per cent for the second year running. With ambitious growth plans, Re:creation aims to continue its strategy focus, by placing significant emphasis on new product innovation, consumer marketing campaigns and targeted trade support. The global Razor brand will be the driving force in Re:creation’s growth plans, offering cutting edge innovation and range extensions. One of the new products is the Razor Graffiti Chalk Scooter that lets the rider ‘take art to the streets’. With three different coloured chalks specifically designed for the back of the Graffiti, the rider can leave their mark in a trail of multi coloured chalk on the pavement.

B130 Another new addition will be the autumn/winter launch of the E-Spark, an innovative fusion of two of Razor’s best selling products. To support the new launches and build Razor’s profile, a multilayered marketing campaign will run throughout the year, with significant investment in TV, online media, PR and sponsorship. Additionally, February will see the launch of the nationwide tour of Team Razor UK, which engages with children of all ages from toddler to teenager. Re:creation’s gift team is positioning itself for another big growth year where new product innovation and line extensions are planned for Lego, Monty Python & Stylophone. The Lego licensed portfolio has already achieved instant success through the Lego Lights range and category expansions now include storage and play, consumer electronics and stationery.

Recognising the success and longevity of the Lego licensed portfolio, Re:creation is further expanding within three new categories: luggage and travel, lunchware and room decor, all supported by a PR programme. Re:creation is also extending the reach of the ever popular Stylophone property. Delivering on this brand promise has led to the development of a range of cool new music gadgets, including the new Stylophone Remixxr and the Stylophone Vocoder, which can all work with Apple’s iPod and iPhone among other devices. Following on from the success of its soft launch in October last year, Monty Python is poised to become a strong men’s novelty gift line for 2011, with an already established fan base across a range of price points. Over the last three years Re:creation has evolved its impulse offering to create new crazes and incorporate the strongest licences.

Trebling its business value year-onyear, Re:Creation’s aim is to bring together a portfolio of TV-supported Impulse toys targeting both boys and girls and accompanied by impactful merchandising solutions and in-store promotions. Among the fresh lines launching next year is the all-new Space Putty, an innovative versatile putty in compelling colours, aimed to keep kids occupied for hours. With its multifunctional play value, the new line-up will include a wide variety of unique puttys in blister packs, tubs and aliens. Space Putty and seven other pocket money lines will be supported by a heavyweight TV campaign, which will be running throughout the year to generate awareness. Re:creation will be showing all of its new lines at Toy Fair, while there are other new developments that will be on display but are still under press embargo at time of writing.

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VIVID 2010 proved to be a double-digit growth year for Vivid Group with Crayola, Animagic, JLS and Toy Story 3 delivering strong performances. For 2011, the plan is to grow the business by eight to 12 per cent, which, in a challenging economic and retail environment would be a strong result. Innovation through new product development and licences, coupled with marketing programmes continue to be Vivid’s strong business platforms. Crayola enjoyed spectacular growth last year, particularly with back to school and Q4 and the brand has doubled in turnover in the past five years. For 2011, the goal is another 15 per cent growth. New Crayola Outdoor will feature on TV from Easter with 3D Chalk leading a range of sub £10 proven successful US lines. New for autumn will be four new big box TV lines including Beginnings Five in One Art Desk, Disney Princess and Cars 2 Story Studios and Catwalk Creations. Additionally there will be new Sticker Studios and Projectors for both Disney Princess and Cars 2. Perennial successes Doodle Daisy and Spinaroo coupled with last year’s top performers Doodle Penguin, Magic Light Brush and Glow Dome will also be TV supported. In two years, Animagic has grown to be a £13 million+ powerhouse girls plush brand in the UK and Ireland. New launches for autumn include Sunny My Pick-Me-Up Puppy and Benji, the interactive Westie terrier. There will be five TV campaigns for Animagic across the year. The Moshi Monsters toy line launches this month in the UK and Ireland and autumn additions to the line will include lead characters Katsuma and Poppet TV-advertised

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feature plush lines and Moshlings Treehouse Play-set, as featured on the game site. Action Games and Collector Sets will also be added. Darcey Bussell’s Magic Ballerina dance and DVD role-play set is for girls aged three to seven. Launching in August, the concept will be supported with TV advertising and will retail under £20. Teeny Little Families started strongly in 2010 and is augmented with a new range of collectable families and houses for spring and autumn. It will be TV advertised across the year. JLS Collector Dolls were the surprise hit of last Christmas and this year will see more new JLS lines added for autumn.

GOLDEN BEAR Arriving at Toy Fair is Golden Bear’s new master toy licence, Driver Dan’s Story Train. The pre-school brand has already established itself with TV audiences and consumers. The toy range comprises of plush, plastic and a range of arts and crafts products, including the Driver Dan’s Story Telling Train. Children can insert different story books into the train to listen to the stories or simply push the train and its carriages along. An array of new Ben and Holly’s Little Kingdom products are on offer for 2011. Girls can practice magic with Holly’s Magical Wand – with a wave of the wand, Holly will appear and say one of five different phrases. The Magical 3D Television will show Ben and Holly in a new dimension on Little Kingdom TV. Use the remote control to fast forward or rewind the show and watch through the 3D glasses.

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Meanwhile, a collectable Justin Bieber range hits the shelves from January. Revealed at Olympia for the first time, Vivid’s Furrblings will be supported with TV, PR and social media campaigns. Happy Feet 2 is released in the fourth quarter and Vivid will support the Thinkway interactive toy line with TV advertising from October half-term. Vivid will promote a new range of Cars 2 Klip Kitz with price points from £6.99 to £24.99, in addition to plush and a full range of Crayola themed art and craft activity sets. Licensed pre-school has become a big category for Vivid and next year sees the launch of two new properties with toy ranges.

Everything’s Rosie has been a ratings success for over a year now and a collection of toys, puzzles and games will launch in August supported by strong TV advertising and PR. Chapman Entertainment’s Little Charley Bear will launch on CBeebies in spring and a range of toys, puzzles and games will roll out early summer, again supported by TV advertising and PR. The show is targeted at younger pre-schoolers and is narrated by Gavin and Stacey star, James Cordon. Roary The Racing Car, Timmy Time and ZingZillas will also be bolstered with new TV lines for autumn release. All will continue to be supported by pre-school programming.

E69 Also being introduced into the range is Holly’s Magical Vision Draw, where Holly will help kids with their drawings. Follow Holly’s instructions to complete a masterpiece. The Magic Vision Phone is also available. Press the buttons on the keypad and a character will appear and say one of five phrases. To see a different character, simply insert a new card into the back of the phone. Other key launches will include a new character joining the My 1st JCB Team – Dan Dozer. Dan is a Bulldozer who is young and can be naïve and looks up to the leader of the team, Joey JCB. The JCB range will also include the JCB Talkie. Fans of Joey JCB, Doug Drumptuck and Elvis Excavator can watch them appear on the screen as an animation and say different phrases. R/C Doug Dumptruck is also being introduced into the JCB range.

Remember to visit stand H1 Cartamundi will be there!

Cartamundi have a fantastic new range of card games to add to the existing retail catalogue. Be one of the ﬁrst to view and order these new products come and visit us at stand H1 and say hello to the Cartamundi UK team when we’re more than happy to answer any questions you may have! view our complete range at

www.cartamundi.com Units 8 - 17 Sandhurst, Kings Road, Charﬂeets Industrial Estate, Canvey Island, Essex, SS8 0QY. Tel: 01268 511522, Fax: 01268 513109 or e-mail retail@cartamundi.co.uk.

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SHOW GUIDE TOY FAIR 2011

JUMBO GAMES Jumbo Games will be showcasing a new range of adult and children’s games and puzzles at Toy Fair. In the adult range, Jumbo actively seeks top artists and key licences to strengthen the offering. The company is celebrating the 35th anniversary of the ever-popular Falcon line in 2011 with the introduction of new licences, including Carry On and Shoot, and new imagery including a selection of Season Puzzles with strong marketing initiatives. Jumbo will also showcase humourous new puzzling concepts, iSpy and Things we Love to Hate, and a new Carry On puzzle for the Wasgij range at the show. It will also introduce innovation in the puzzle accessories category with the launch of the Fashion and Foldable Portapuzzle. For 2011, Jumbo is also looking to cement its strong position in the children’s puzzle and game market with new products and puzzle concepts for licences including Peppa Pig, Ben & Holly’s Little Kingdom, Fireman Sam, Horrid Henry and Disney Princess. The Disney ranges will be a big focus throughout 2011 with new activity puzzles, two puzzles in a box and puzzles in a tin for Cars 2 to support the upcoming film. Jumbo will also be showcasing a new Handy

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Manny electronic flagship game and a Disney Princess Magic Wand game. In the Disney Princess game, players need to work their way around the board by waving the magic wand and listening to the instructions – the first to get to the front of the castle and gain entry using the wand will be the winner. The Peppa Pig range has been refreshed with the introduction of new

images and themes from the latest TV episodes. New products include a puzzle and colour where once the puzzle has been completed, a child can turn it over and colour in the black and white image on the reverse. The puzzle and colour concept will also be available in Disney Princess and Cars. Key pre-school property Ben & Holly’s Little Kingdom will also see the

addition of a nine-piece wooden cubic puzzle, which allows children to create four different scenes from the show, collectable puzzle in a tin and giant snakes and ladders game for 2011. Jumbo will also introduce new low price point games featuring Fireman Sam, including the Fireman Sam electronic game and Fireman Sam Dominoes. 2011 is set to be a busy year for CITV boys’ property Horrid Henry with the launch of a live action 3D film and Jumbo is producing both puzzles and games for the brand. The range includes a 100-piece discovery puzzle, where the puzzler has to find objects inside Henry’s chaotic bedroom, two 70-piece puzzles with stickers and two games – playing cards and a slide and find game. Jumbo will also extend its educational generic puzzle range, Grow with Jumbo, with two new stepby-step puzzles and the educational Grow with Jumbo Market Sweep Lotto game. The lotto game helps young children to learn about different food groups, including meat, vegetables and fruit, while having playing. With many more new products launching at Toy Fair and throughout 2011, Jumbo looks forward to welcoming visitors to its stand to discuss all developments.

B50 LeapFrog aims to consistently create educational toys, interactive books and electronic games that inspire a love of learning. All products help children develop maths, reading, language and spelling skills, while having fun with the Leapfrog characters. 2010 has been a strong year for the brand, with the Leapster Explorer excelling and leading sales in its category. The firm’s product innovation has expanded in the past couple of years with the launch of a number of toys that enable children to play and learn, with the Leapster Explorer at the top of the list. For 2011, the Leapster Explorer has a range of new games, product extensions and European content while the learning toys and reading range, including flagship product Scout, also get some new additions.

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RAVENSBURGER Ravensburger has been acknowledged as the UK’s number one puzzle manufacturer (NPD January – September 2010). The firm plans to continue this success with new developments across all core product categories. New puzzle licences joining the stable include Angelina Ballerina and Penguins of Madagascar, plus new items for Bob the Builder, Charlie and Lola, Chuggington, Disney Cars, Fairies, Princess, Rapunzel, Toy Story and Winnie the Pooh. Ravensburger will also continue its long association with Thomas & Friends, and have plenty of new puzzle launches in the pipeline. There are expanded ranges for Hello Kitty, Top Gear, Spongebob Squarepants, Postman Pat, Me to You, In the Night Garden, Hot Wheels, Dora the Explorer, Dr Who, Disney’s Handy Manny, Bakugan, Barney and Barbie. Ravensburger’s adult puzzle range continues to grow, and the firm achieved its best-ever sales for the category in 2010. Its 2011 range offers a broad range of puzzle images, including specially commissioned UK titles and best sellers selected from its international catalogues. Games have also had a successful year, with Jolly Octopus and the Discover & Develop range proving particularly popular.

BI56 New developments include items based on Disney Tangled, the new Winnie the Pooh movie, Cars 2 and Hello Kitty. There are more Discover and Develop titles, including a redesign for the classic favourites Snails Pace Race and Rivers, Roads and Rails, plus a range of flashcards. The firm is also celebrating the 25th anniversary of its classic game Labyrinth, so watch out for Toy Fair activity on this product. In the craft area Ravenburger has enjoyed strong sales for its Hello Kitty Mandala-Designer, and is introducing a both a MandalaDesigner Drawing Machine and a Mini Mandala Designer featuring the girls’ character. Ravensburger will relaunch part of its 3D puzzleball offering, with a new 108piece range replacing the previous 96-piece format. With more pieces and a larger finished size than the 96-piece, the new ball appears across various characters including Hello Kitty, Disney Rapunzel and Disney Princess for the girls and Disney Cars, Toy Story, Ben 10 and generic Dinosaurs for boys.

IMAGINATION GAMES

Since Imagination Games won Best New Game at Toy Fair 2010 with Play That Tune, a lot has happened at the company. The firm has seen continued growth over the last three years in a declining market. 2011 will be an even bigger

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year for Imagination, starting with the launch of its new brand image at Toy Fair coupled with a host of new game products that complement the current range and provide value for money and bankable alternatives for retailers and consumers.

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The new collection offers games for all the family to enjoy, with a couple of brands geared towards an older audience. These include Ka’Donk, Ruckus, Pickles to Penguins, Get It Wrong to Win, Truth or Lies and Prank Caller.

2011 will also see Imagination launch a number of gifting lines for the first time at Toy Fair. The company is also researching and developing several in-store initiatives, which it believes are unique to the toy industry.

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SHOW GUIDE TOY FAIR 2011

SCHLEICH Schleich will introduce a new Historical Heroes collection, further figures for the fantasy Tribe of Arelan and a Bayala wedding theme for the magical World of Elves. In 2010, the Arelan Tribe joined Schleich’s World of Elves, with each hero taking on characteristics of his animal companion. Now, five new Arelan Heroes plus two Dragon Riders will join the tribe. Torak rides a brown bear, spear held high, and Fizzio, who favours life with his giant porcupine protector. Larger accessories will also be launched in autumn, including the new Arelan Raft. New products for girls will also revolve around the world of Bayala. The combination of horses and figures will now have a Wedding of the Elves to celebrate. New figures will be introduced in May, with major new accessories to enhance the theme in September. Elves Sireel and Solfur are to be married by the King of the Elves’ daughter, Eyela in play-set, the Elf Pavilion. The couple will then be carried away in the Horse Drawn Carriage. In addition, the Sunny Blossom Elf House provides the ideal place to display the couple after their nuptials. The new Historical Heroes collection, to launch in autumn will bring together the greatest warriors of all time into one formidable group that

BRAINSTORM Brainstorm is launching its new brand, Eureka, at Toy Fair. Explore the universe with the Eureka Deep Space Home Planetarium and Projector. With two domes, the planetarium projects rotating star or constellation patterns onto ceilings and walls. Rotate 180° and use the projector to view 24 coloured NASA and Hubble Telescope photographs of spacecraft, astronauts, planets and nebulae, from three changeable slide disks. And at bedtime the projector transforms into a night light. Eureka R/C Illuminated Moon can scroll through 12 illuminated lunar phases, operated by remote-control. The authentic moonscape shines moonlight and comes with a full colour moon facts booklet. The Eureka R/C Illuminated Solar System includes a full sun with eight rotating planets, operated by remotecontrol. Detailed, colour planets rotate on three separate orbits around the sun. By night the illuminated sun makes a night light. The product includes a space facts booklet. The Eureka range will also feature the 2-in-1 Globe – the 22.8cm daytime globe shows political boundaries and natural features, such as lakes and rivers. Explore the night sky with the illuminated night globe, which shows key stars and constellations. An advanced light-sensor automatically

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fights the eternal battle of good versus evil. Each of the eight new figures is matched to a role model from history and immortalised in a dynamic fighting position. For instance, the Ninja, a feared fighter in Japanese history, is dressed in black and ready for attack with a sword in each hand. The Roman soldier is set mid battle against a Celtic brave. The collection will have a central component, the Mighty Fighter Elephant. This enormous creature carries dangerous battle gear and wears fierce metal spikes on his head, tusks and legs and carries a fighter

with sword and spear. The piece can be enhanced with the Elephant Attachment, a giant platform that sits across the creature’s back and provides a stage for fighters to attack enemies. In 2011, Schleich will create a new retailer opportunity with the introduction of six Scenery Packs. Each set will contain figures and accessories, including at least one exclusive item, to create a complete scene. Retailers can choose from titles such as the Arelan Campfire or the Elves’ Wedding scene for the World of Fantasy.

Four Scenery Packs from the World of Nature will also be available. Schleich is matching the range development with a marketing drive for 2011. New consumer activity packs will be available around the world, which will educate parents while aiding the child’s creative development. Brand engagement campaigns will also be put in place, which will expose children to Schleich through other attractions such as zoos and wildlife parks. This, with increased consumer advertising and insert activities, is designed to heighten awareness.

D2 turns on the LED illumination whenever the room darkens, transforming the earth globe into a map of the stars. Eureka My Very Own Rainbow is a light projector, which uses multicoloured LEDs to display rainbow colours all around the room. At a lower price point, the Eureka Space Explorer Room Projector, with 24 colour NASA and Hubble Telescope photographs, projects onto the walls of any room. The new Eureka range also includes three practical science kits. The Solar Energy Kit is a complete solar lab in a box, with lots of energy conservation experiments. Make a working crystal radio that will pick up radio stations and carry out radio wave experiments with the Crystal Radio Kit. No batteries necessary. Children can also build a motor and power their own motorboat in the Electric Motor Kit. At a pocket-money price point, the handheld Eureka Nature Projector Torch has two domes to project different patterns onto bedroom walls. Available in two styles, with sea creatures or with wildlife projector domes. The Eureka Space Projector Torch has 24-colour NASA and Hubble Telescope photographs, on three changeable slide disks, which can be projected onto surfaces.

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SHOW GUIDE TOY FAIR 2011

ESDEVIUM GAMES The big focus for Esdevium Games at this year’s Toy Fair will be the new release of the Pokémon Trading Card Game. Kicking off what promises to be a banner year for its global fan base, The Pokémon Company has announced the upcoming 13th and 14th seasons of the children’s animated series (names TBA), which are slated for a UK television debut in 2011. CITV has confirmed the airing of the new seasons, ensuring prime time children’s television coverage. In addition to the new seasons, the international launch of Pokémon Black Version and Pokémon White Version video games for the Nintendo DS is set for spring 2011. The video games, which feature the Legendary Pokémon Reshiram and Zekrom respectively, recently broke a sales record, becoming the fastest selling DS games ever in Japan over the first week of launch, totalling 2.55 million units. Esdevium Games will be launching the new expansion of the Pokémon Trading Card Game, which will showcase never-before-seen Pokémon from the video games. The new generation of cards will come with added online value, with fans able to unlock features and activities from the world of Pokémon via the website.

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Pokémon is also beefing up its TV advertising for the TCG in the UK by 50 per cent with seven sets of commercials set to air in the new year, in conjunction with a multimillion pound DS game advertising campaign from Nintendo. Another product being showcased at Toy Fair will be the Cobi

construction collection. The range is compatible with other toy building bricks and there are several collections. These include Small Army, which features a range of military vehicles and bases; Action Town, complete with police, fire and construction vehicles and Cobi’s licensed ranges

of McLaren and Renault F1 cars and Boeing aircraft. New to the range is Cobi Knights which features full battle scenes with weapons, horses and fortresses. Esdevium will also have a large selection of board games and demonstrators will be on hand to give walk-through guides to them.

G15 This year, Wow will be launching more new toys than ever before at Toy Fair. Quality and play value are a top priority to the firm and its consumers with the ‘no batteries’ message still providing an important point of difference. Adding to last year’s launch of the new Wow Fantasy Range, are two new toys; Lunar Lenny, a push-along and rocking space buggy and George’s Dragon Tale, a Knight and Dragon friend that come with a pushalong chariot and working catapult and boulder. Visitors to the Wow stand will also be shown and given demonstrations for other new toys including Roll-itRiley, a friction-powered steam roller with mix ‘n’ match faces; rattling roller, Police Plane Pete, a friction powered police plane with rotating propellers and Jess ‘n’ Jake’s Playground, a play ground set with boy and girl figures, a see saw, slide and spinning roundabout. Also making its debut at the show will be Mario’s Pizzeria. The working pizza restaurant includes a magic oven with push-to-bake button, pizza delivery trike and a spin the chef feature to choose different toppings.

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MECCANO Meccano is set to launch two new ranges at Toy Fair. These will feature alongside new additions to its existing ranges making for a colourful 2011 collection including, space vehicles, racing cars, dinosaurs, building sets and more. First up is the new Space Chaos range consisting of a variety of collectable space vehicles, each with its own powers. Children from seven years old can build their own space ships and take part in a galactic battle between the baddies, Dark Pirates, and the goodies, Silver Force, in a quest to save the Green Crystals which give infinite power to the universe. The new collection includes drones, patrol vehicles, raiders and bombers. Another new addition is Turbo, a selection of racing cars, which are packed in a storage case, part of which forms the vehicle’s chassis. The six-strong collection offers two smaller kits which each build one model and two larger kits each building two. Turbo’s R/C Motion Control is the hero item in the collection. The set builds two R/C racing vehicles (one at a time) with an R/C handset that manoeuvres the vehicle through body movement as well as finger controls. The super cars also include light and sound effects. The range will be available from early

GREEN BOARD GAMES Thanks to support from retail partners and good response from consumers, it has become clear to Green Board Games that BrainBox is the essence of its company – playing and learning together is what its product portfolio aims to do. All products have been rebranded to reflect this change. New products include new BrainBoxes on subjects such as World History from the first Aboriginal settlers in Australia to the Moon Landing to the development of the World Wide Web. Olympian Sports traces the history of the Olympics, the events and athletes involved. An additional pack of 20 cards for World BrainBox is also available. Other new products include BrainLinks, a series of eight card games that help children aged 11 and over learn about subjects such as digestion and the solar system. An Elmer lotto game, the Double Brain Game, all the new family games from Mindware in the USA, including Pick Mix and a new range Colour and Learn books can also be picked up, shaken, tested and put through their paces at the show. The firm may also have more new products in place before the show, which will be on display to visitors.

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B150 2011 and is suitable for children from seven years old. New sets are to hit Meccano’s Build and Play range during 2011. The latest items adopt a new easier construction mechanism of clipping screws in addition to the range’s traditional nuts and bolts system. Build and Play Dinos is a new collection under the five+ years Build and Play umbrella. It offers a selection of three traditional dinosaurs built using flexible parts. Collect them all to build a bonus model. New additions to the Build and Play range also include the Mini Build and Play Plastic Case. Each of the sets builds two vehicles and comes in its own carry case. There’s also the new Build and Play Bulldozer, Side Car and Buggy sets, which each build a number of bold and bright cartoonstyle vehicles. Meccano’s Construction range will also see the Building Engines Tool Box previewed at Toy Fair. The kit builds ten vehicles, all of which you’d expect to find on a construction site. The flexible plastic parts, 6V motor and stickers bring movement and life to the models. The set comes in a bold yellow toolbox for easy storage and is suitable for children aged from five years old.

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CORINTHIAN

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B149 Corinthian will be officially unveiling Puppy In My Pocket – Enchanted Valley at Toy Fair, the latest figure collection to join the globally popular In My Pocket family. Enchanted Valley will offer girls the chance to own miniature fuzzy figures of some mythical and magical creatures such as unicorns and fairies, as well as the traditional puppies. Each pack will also come with miniature storybooks about how the animals and creatures found themselves in the Enchanted Valley. A Mushroom Hut with a sparkly Teddy Bear family completes the spring/summer line-up. Following on from the launch of Baby In My Pocket in July 2010, Toy Fair attendees will be able to see the new arrival of Baby Triplets complete with triple stroller, triple rocking horse and triple high chair. Ocean In My Pocket will be refreshed in spring 2011 with a complete new series featuring animals with camouflage colour changing fur. Meanwhile, Jungle In My Pocket will see the addition of Rainforest Animals. Included in this range will be brightly coloured animals such as Toucans, Anteaters and Chameleons. An In My Pocket first will see the introduction of single bags each containing just one flocked figure. Other highlights in Corinthian’s portfolio to look out for include an extended range of the Snuggle Pets feature plush, new Ben 10 Ultimate Alien Collectable Figures and some new arts and crafts ranges.

JOHN CRANE

The John Crane stand has a host of new products at Toy Fair, but most notable is a whole new collection. The company has spent the last year compiling the best in wooden toys to present within the new range – Tidlo. Tidlo, or Tidlo Timeless Toys to give it its full title, is the culmination of many years’ product development at

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John Crane. Beginning life as Branching Out, the John Crane own brand collection, the toys in the range were quirky, colourful and educational. The range has grown year on year since its inception in 2005, and 2010 saw a complete re-brand by the company in order to be able to offer the collection to a wider audience.

The best of the John Crane own brand has been transformed into the new Tidlo Collection, along with some fresh toys. An at-a-glance age range symbol and category ensures retailers can show the toys in learning related sections and consumers can make an informed purchase.

The developmental icons on each toy are an added bonus to consumers. For instance, there is a new range of My First puzzles, including My First Jigsaws, My First Shape Matching and My First Peg Puzzles. All with chunky pieces ideal for children’s hands. My First Jigsaws come in four designs and each have four pieces to fit into the tray. The Lorry Shape Sorter offers shape matching along with a pull-along vehicle and a blue and chequered flag livery. Tidlo also provides ride-on toys. The Red Scooter and Motorbike along with the Lemon Scooter offers choices for both girls and boys. Each ride-on vehicle comes in high gloss paint with easy grip handlebars and pneumatic tyres. Alternatively, Rainbow Recorders and Rainbow Maracas both appear on a retailer stand for an impressive instore display. The colourful instruments are tuned so can be used in school for lessons and clubs. The launch of the Tidlo Collection will be backed by an impressive PR and marketing campaign including consumer advertising, promotions to raise awareness via schools plus a number of social media strategies. Retailers can request free point of sale with orders at the show to help actively merchandise the new section in-store.

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MARBEL

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Marbel is back at the 2011 Toy Fair with children’s toys from leading worldwide brands including Plan Toys, I’M Toy, George Luck, L’atitude Enfant, K’s Kids, Clics, Safsof, NYBY and Edu Science. The company has also announced that WWF Plush Toys, Hape, Educo and Anamalz have all arrived in the range. When you buy animals from the WWF plush range, you contribute to a future in which humans live in harmony with nature. The collection features over 70 lifelike products based on the world of wildlife. The Hape range is produced from the sustainable bamboo plant. The new e-racers by Hape have streamlined design features with bamboo as its raw material and a sporty look detailed with water-based paint. The cockpit is ready for an imaginary driver to jump in and take a spin and the roll-bars and oversized wheels add racing flair. The Anamalz range is designed in Australia and is an award-winning pocket money animal line created from sustainable maple wood and textile products. 40 characters make up the full selection and with a fully interactive website, featuring games, competitions and more, the Anamalz range are great as a collectable offering.

WORLDS APART

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Worlds Apart will be displaying its new corporate identity at Toy Fair 2011. Its new branding clearly identifies the company’s three core categories – play, home and ReadyBed – and offers increased clarity for customers, licensors and consumers. Within the three categories, Worlds Apart will be showcasing a number of new products such as the Rock ‘n’ Rolla, a toy that signals the company’s move into the ride-on market. Available in a bright, colourful cow or dog design, the Rock ‘n’ Rolla offers two toys in one – a rocker and a rideon – and its ‘grow with me’ feature enables the product to stand the test of time as the child grows and develops, giving multiple play opportunities. Key licences for Worlds Apart in 2011 are Hello Kitty, Cars, Lego and Winnie the Pooh. New ranges featuring the children’s characters will include a Winnie the Pooh bedtime selection with an interactive Trainer Bear. The plush toy helps parents create routine with a programmable timer that allows Pooh to become the spokesperson for bedtime, plus other key times in the day. With his interactive hide and seek game and variety of phrases. Hello Kitty will feature strongly on the Worlds Apart stand with a new range of nursery toys, such as a baby

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gym, crawl mat and sensory ball pit, and from the Go Glow range, the Hello Kitty Go Glow Pal, a nightlight, night time friend and play pal. The new Lego Go Glow Light with Projector will strengthen the Go Glow range, and Cars fans will be delighted with the new selection of bedroom furniture and accessories, including a Lightning McQueen Feature Bed. With the company’s inflatable ReadyBed having just celebrated its tenth birthday, there will be additions to the collection for boys and girls of all ages – Fireman Sam, Disney Princess and Cars 2 ReadyBeds will join the range.

Worlds Apart’s award-winning Dream Town Strawberry Stables will also feature at Toy Fair, along with the company’s other key licences such as Toy Story, Me to You, Peppa Pig and Thomas & Friends.

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FIESTA CRAFTS

The new Doowell magnetic Tell the Time wall chart and Magnetic First Words will be launched at Toy Fair. Packed with activity pieces and ideas, key educational concepts are supported at home, on the move or in the classroom. The Tell the Time magnetic learning clock teaches kids to tell the time in words, digital and 12/24 hour-clock, stage by stage.

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It features rotating hands and 68 colourful magnetic pieces comprising activity pieces for time association and number pieces to learn minutes. The included teaching guide will help parents and teachers educate children with the tricky but vital concept. Complementing the National Literacy Strategy, the double-sided Magnetic Words boards allow children to take pleasure in learning

words, forming sentences and writing practice through suggested activities like Bingo, Hangman and Storymaker. All sets include a dry-wipe board to stick the magnets to or you can simply stick them on the fridge. Magnetic Words for Reception Year includes the 45 high frequency words needed for the Early Years Foundation Stage, as well as providing valuable letter and word

practice and contains a useful drywipe pen. Moving on, and Magnetic Words for School Years one and two includes the 159 high frequency words for Key Stage 1 and develops vocabulary and writing skills. Meanwhile, Magnetic Words for School Years three and four includes the 114 high frequency words for Key Stage 1 and develops vocabulary and writing skills further.

JOHN ADAMS John Adams is set to announce a large product line-up for Toy Fair, with new products across the games, science, and craft categories. The new range will supported with TV advertising and PR programmes throughout the year. The company has secured the Rubik’s licence for 2011 and is set to build on over 30 years of success with the global brand. This year will see the launch of the new Rubik’s Race – a fast-paced two-player game. The iconic cube and the Rubik’s 360 will be relaunched with newly designed environmentally friendly packaging. Tetris is a global icon, and this year John Adams will be launching Tetris Link, a tabletop strategy game of blocking and linking, which builds on one of the most recognised casual gaming brands in the world. For younger children, Doggy Doo is an hilarious kids action game, which helps children learn how to take care of a dog. Feed the dog a meal, take the dog for a walk, listen to the sound effects and then scoop the poop. Three new Action Science products offer a hands-on interactive experience with Wallace and Gromit. The Liquid Clock 7000, Porridge Blaster and Wensleydale Watcher offer a mix of science and learning. The craft range features a revolutionary 5-in-1 felt maker. The Amazing Fab-Felt Jewellery Maker, is a

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5-in-1 multi-activity workstation, allowing children to create balls, bangles and felt shapes, which can be transformed into accessories and

jewellery. Other new craft products include Button Bracelets and Sand Doodler. There are also extensions to the Fuzzy-Felt and My First Crafts

ranges, plus many other products across all categories.

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WIND DESIGNS

Wind Designs specialises in sourcing, marketing and distributing innovative, active products and offer 1,000+ SKUs, including licensed properties such as Toy Story, Cars and Ben 10. Established for over 12 years, Wind Designs supplies a wide customer base including independent stores, department stores, online retailers and buying groups.

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The range includes flying, throwing and pocket money toys, water pistols, yo-yos, juggling equipment, unicycles, kites and more. The firm has exclusive distribution rights for many active products such as Zing Air, Oz West, Air Hunterz, Djubi, Flexifoil and Eolo Sport. It is also an authorised distributor for Hasbro’s Nerf and Super Soaker lines.

PAUL LAMOND GAMES At Toy Fair, Paul Lamond will be exhibiting its existing range of games and puzzles from preschool to adult, as well as launching some new additions. In the award-winning pre-school educational Chimp and Zee range, the company is launching two new games, Dodge the Dino and Who’s the Princess, and three craft/activity sets based on the themes of dolls, ponies and on safari. In pre-school licensed games and puzzles, Gruffalo’s Child, Mr Men and Dear Zoo join the existing Gruffalo, Very Hungry Caterpillar and Tinga Tinga Tales ranges and there are some new Scooby-Doo games. Humpty Dumpty’s wall game and Meerkat Mayhem join Hot Potato, Jumping Monkeys and Chairs in the skill and action range. This year Paul Lamond is significantly adding to its range of family/adult games. Atmosfear returns for its 20th anniversary, while the company launches Fatal Attraction – a game of magnetic chaos. Finally, the firm is launching two BBC games, Just a Minute, which celebrates its 60th anniversary this year as a radio game show and QI the Board Game. In the puzzle ranges, apart from the preschool licences, Paul Lamond is launching a range of 3D kids puzzles which come with necessary glasses. In 1,000-piece puzzles there are a number of new ranges including three Viz Puzzles. Finally for immediate delivery, Paul Lamond has four new low-price point travel/party games (two card-based and two dice-based).

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Wind Designs will have its full selection on display at Toy Fair. From a successful launch in autumn, Zing Air now has new additions including the Super Stomp Rocket, Double Shotz and Benda Blaster. The Air Hunterz ZX Crossfire – a high-tech launcher, which fires soft foam Zartz rocketz and the ‘stick anywhere’ foam Zartz dartz a

whooping 55ft in the air – will also be available to try out. Also on display at the event will be the Oz West impulse products including the Pop Ballz and Pop Shotz. Meanwhile, the new Nerf 2011 Super Soaker range will also be on display. Visitors to the stand who order early will be eligible for show discounts.

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CASDON 2011 is Casdon’s 65th anniversary and it will be well over 60 appearances it has made at Toy Fair. To celebrate this achievement the firm will be revealing new box designs. Casdon believes this investment will help drive retail sales worldwide and enable its products to stand out much more on the shelf. Casdon is introducing sub brands such as Little Helper, Little Shopper and Little Driver, giving the range a more parent and child-friendly appearance. The new packaging includes information on the benefits of Casdon Toys in relation to their educational properties, visual stimulation, hand-to-eye coordination, problem solving, motor skills, etc. After 60 years of being named Cassidy Brothers, the directors felt the time was right to change the company name to Casdon. With this being the brand name that is known, the directors believe this will give a clear and concise message to the trade, helping increase brand awareness and sales. With the new name and revamped look, Casdon is hoping to encourage new and existing customers to take more of the range and break into new markets with top-selling lines such as the Dyson Replica Vacuums, Henry and Hetty Replica Vacuums, Henry and Hetty Cleaning Trolleys, Hotpoint

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Replica Washers and Cookers and the Pick ‘n’ Mix Sweet Shop and Post Office Sets. The most notable new line is an alternative Dyson Toy Vacuum,

the Dyson Ball. Unlike Casdon’s previous Dyson replicas, this version has suction from the foot of the vacuum, it also twists and turns just

IMC TOYS

2010 was another great year for IMC Toys and as it enters its sixth year of operation in the UK, it is launching a product range to match its ambitions. IMC’s licensed range of products has grown with the inclusion of some key brands for 2011.

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like the real thing. The firm will be displaying a number of other new lines, of which details will be given at the show.

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Standing out, the Cars 2 range will feature walkie talkies, driving games, steering wheels and an animated Lightning McQueen Story Teller. Ben 10 is back with the Ultimate Alien series and IMC has a range of guessing games, disc launchers,

drawing projectors and the Omnitrix Walkie Talkies. There are also strong offerings in the Star Wars, Transformers, Gormiti and Spongebob Squarepants ranges, while an expanded choice of Spider-man and Marvel toys which include play-sets,

experiment labs and games round off the boys selection. Girls’ licences such as Disney Princess and Barbie have been increasing in popularity consistently. There are musical instruments from electronic guitars and keyboards to more traditional tambourines, recorders and xylophones. There are also electronic secret diaries, recording mics, skipping ropes that play a tune and intercom phones and walkie talkies. IMC also has a range of Hello Kitty products which includes the Chain Stitch Sewing machine. The infant and pre-school range has seen good growth in the past year with Winnie the Pooh and also Mickey Mouse and his adventures at the Club House. Following the success of the Story Teller, R/C car, keyboard and the feature packed guitar, IMC has added to the range with some keenly priced toys such as a lights and sounds pretend Camera, Spy Glass and adventure set, which includes everything needed for a day’s exploring. Minnie Mouse also has a new play kitchen and accessories planned for autumn/winter 2011. Pipi Max is a funny monkey and has been joined by two more friends for this year. Finally, the Unique I-motion Cars will be available at the show for anyone who fancies a test drive.

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TREASURE TROVE

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Treasure Trove now has a very focused business: Collectables (Breyer & Safari), activity (Sticky Mosaics) and pre-school (Brio, Quercetti, Scrunchbucket, Didicar and Bilibo). The focus on collectables is on extensions to the Breyer Saddle Club licensed range, which includes Saddle Club single horses, plus a Saddle Club Pine Hollow Stables set, added to the smaller scale Breyer Stablemates range. Breyer Saddle Club products sold through strongly in 2010 extending the world of Breyer to a much wider audience. The third new product is a Saddle Club version of the perennial Breyer favourite Paint Your Own Horse activity set. Of course, there is a wide range of line extensions to the generic Breyer Stablemates, Breyer Classics and Breyer Traditional ranges. 2010 was the year Sticky Mosaics took off for Treasure Trove, with sales more than doubling. 2011 sees more than 20 new products in the range and Treasure Trove expects sales to double again as it increases marketing support as well. The Brio wooden railway brand takes to the water in 2011. The spring/summer introductions focus on where the railway meets the sea with a number of port orientated toys, including boats and bridges.

ORCHARD TOYS In an average year, Orchard Toys aims to launch at least ten new products, each of which can take three months, or more, to reach production. The development process takes ideas through to mock ups, which are tried and tested with local schools and families, before they enter the production stage. Orchard Toys designs games and jigsaws around a simple theme. Often, this can be a children’s nursery rhyme or well known tale, which will introduce simple skills, such as colour matching/recognition or counting within the gameplay, or design, for children to learn while they are playing. The new products that Orchard Toys will be launching at this year’s Toy Fair are no exception with Three Little Pigs, There was an Old Lady (Who Swallowed a Fly) and Teddy Bears’ Picnic to name but three of this year’s selection. None of these titles will be new to anybody, but the firm uses their brightly coloured characters together with learning skills to make appealing products. This year Orchard Toys is celebrating its 40th birthday, with visitors being able to visit the stand to see, and play, with all the new games and jigsaw puzzles – and have a piece of cake.

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GROSSMAN

TOY FAIR 2011

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Watch out for the Tardis landing at the Grossman stand at Toy Fair. The company has added the Doctor Who licence to its established range of licensed products. The pocket money range includes water wrigglers, high bounce balls and fizz pods among other items. The outdoor range has some sleeping bags, chairs and the unique Tardis with a twist. However, the hero products will be the large Daleks and Cybermen, selling at around ÂŁ30. The new range is set to launch in conjunction with the next series of Doctor Who in spring 2011. There is also a strong emphasis on the existing licences, which include Hello Kitty, Star Wars, Ben 10 Ultimate Alien, Spongebob Squarepants, Dora the Explorer, Zhu Zhu and My little Pony to name a few. Also, not forgetting about the patented Ozbozz range which has been revamped to include new My First Scooters, new cosmic light scooters and new lightning strike scooters which will be backed with a TV advertising campaign for 2011. And, finally, the new Scorpion range of outdoor products will be launched at Olympia. This range is targeted towards slightly older kids.

THE PUPPET COMPANY The Puppet Company designs and wholesales hundreds of different puppets, including finger puppets, hand puppets and large body puppets. The collections incorporate domestic and wild animals, fairytale creatures, as well as many people characters of different sizes and ethnicities. All The Puppet Company products share strong design, incorporating attention to detail and good-quality fabrics. The Puppet Company is also the UK distributor for the Living Puppets collection. You may ask, why stock puppets? Well, the firm says the answer is simple. Puppets are regarded as a beneficial aid to support learning and language development in children of all ages and are used extensively in schools and nurseries as a valuable teaching aid. The Puppet Company products retail in a variety of outlets, including toy shops, gift shops, zoos, theme parks and garden centres. Various price points enable good POS.

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GREAT GIZMOS Specialist suppliers of creative play kits for kids, Great Gizmos has a selection of new 4M lines for 2011, including new creations for the refreshed Make Your Own collection and projects for Green Creativity. There are several 4M craft and science kits to choose from, each with its own USPs. Many aspects of creativity can be explored with the kits, whether its arts and crafts, ecological and energy saving projects or scientific experiments. The Make Your Own series is expanding and the series has received a packaging makeover for 2011, ensuring a clearly identifiable product range and instant shelf appeal. Among the new items for 2011 are the Make Your Own Badge Art and Shrinking Craft kits. With the first, kids can make a badge for every occasion using four reusable badges that can be interchanged with new designs from the templates provided. Each box contains everything needed, right down to felt pens to decorate the designs. Alternatively, the Shrinking Craft kit will enable girls to create accessories that can be used as trinkets or jewellery charms. Simply colour the designs on the plastic sheet and pop them in the oven. There, they will shrink into mini masterpieces.

HORNBY On July 21st 2009, the London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) announced that Hornby, the models and collectibles group, had been awarded the licence to develop and market a collection of products associated with the London 2012 Olympic Games and Paralympic Games. The deal will see Hornby produce an extensive range of official London 2012 merchandise across its Corgi, Hornby, Scalextric and Airfix brands. Commenting on the licence award, Frank Martin, Hornby chief executive, says: “This is a great honour for Hornby and an important development for the group. We are delighted to have been granted a licence to develop a range of products linked to the 2012 London Olympic Games and Paralympic Games – the world’s largest sporting event. “We have some very exciting plans that we are developing with LOCOG to create official merchandise that will demonstrate the very best of London and the Games.” Both Corgi and Hornby brands launched products into the market in 2010. Throughout 2011, further products will be launched that encapsulate the spirit of the event.

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Another creative series from 4M is the environmental Green Creativity range. This year, three new items have been added to the collection. The Natural Rock Art kit is a rockery full of new pets that require no feeding, grooming or walking can be created. There are four rocks included to get kids started, together with birth

certificates for their new stone-faced friends. Included is a play scene and game sheet to turn the rocks into counter pieces of a board game. Alternatively, the Recycled Paper Beads Kit requires girls to insert strips of any coloured paper into the special tool provided, turn the handle and a paper bead will be created.

The kit includes lots of accessories to create paper jewellery. In addition to Make your Own and Green Creativity, there will be extensions to other 4M collections including Kidz-Labs, Create Your Own, Easy To Do and Green Science, all of which offer new opportunities for children to learn through creative play.

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E40 Wibbly Pig will take centre stage on the Rainbow Designs stand at Toy Fair as it unveils its new range for the first time. As a newcomer to Rainbow’s toy portfolio, Wibbly Pig is the star of an array of toys including the cuddly Hand Puppet, the soft Wibbly Pig with a stripy Blanket and three Wibbly Pig Bean Toys. The new Wibbly Pig Mix and Match card game features Wibbly in a variety of outfits, including a spaceman, dancer and robot and the Wooden Peg Puzzle is ideal for children’s hands. A fun, yet functional, new arrival is the Wibbly Pig Backpack featuring Wibbly’s soft face and ears. Also on show for the first time is The Gruffalo toy collection including the Gruffalo Magnifier, Plant Press and a creepy crawly Creature Cabin along with two new traditional wooden games – all created to encourage exploration and outdoor play. Toy Fair visitors can also see Rainbow’s new additions to the Stripy Horse range, which include the Wooden Peg Puzzle, Melamine Breakfast Set and Comfort Blanket, new lines in The Very Hungry Caterpillar collection, including a backpack and the new My First Paddington hand puppet.

UNIVERSITY GAMES

F10 Building on its growth plans of 2010, University Games is moving into 2011 with a number of new product launches. In time for spring/summer there is a new travel version of the Mr & Mrs game. Now players will be able to find out all there is to know about their partners while on the move. There are also two new educational games for pre-schoolers, The Pigeon Wants A Match and Don’t Let The Pigeon Drive The Bus. Adding to the children’s games portfolio is 20 Questions for Kids. The game of people, places and things fits neatly alongside the established Who, What, Where Jr and Sort It Out Jr. Smart Ass will continue to head the family games category, following its TV campaign in 2010. The investment in TV advertising will be repeated in 2011, together with the new launch for University Games, Five Second Rule – a fast paced game of thinking on your feet. The Michael Jackson’s King of Pop Game will make its entry into the market, alongside the planned release of more Michael Jackson music and film in 2011. University Games is keen to demonstrate its ongoing commitment to the games market with these product launches just a starter for the year with more to come.

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MOOKIE

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Mookie continues to grow in the outdoor category, with a vast range of innovations and new products ready for 2011. With many interchangeable accessories, the all in one Createaway Easel folds up, making it easy to assemble and store. Each play-set comes with various accessories and features and are suitable for ages three years and over. Fans of Swingball will be able to enjoy the new Tailball range, from the same manufacturers. Designed as a progression to shuttlecock play, each item features the Tailball streamer, which slows and stabilises flight – making rallies, striking and catching easier. Each Tailball comes in a protective container and will be available in two sizes; light and extreme, perfect for indoor & outdoor play for the hardcore Tailball enthusiasts. Various games will include the Tailball Back Pack Attack, 2 in 1 Dart Attack, Tailball Extreme, Tailball Light, Tailball Flyer and the Tailball Rocket. The spring launch will be supported by a national press campaign with TV and PR coverage to start early in the year. The Scuttlebug and Scramblebug from Funtastic are folding tricycles for children aged one to three. With a three-step folding action, both ranges

are available in a variety of characters. UrbanX – the children’s bikes, carts and cars – are taking the Mookie wheeled range to a new dimension. The products complement the success of the Smart Trike and will be available from spring/summer 2011. Plans are in place for a marketing and TV campaign to start early in the year. Mookie’s Peppa Pig wheeled range continues to grow and 2011 sees the introduction of the newly refreshed playballs and ride-on toys. The YBike is also now distributed by Mookie. The balance bike has been engineered with safety in mind and developed to improve motor development, co-ordination and balance. The YBike makes the transition to learning to ride a bike effortless for children as young as two. The marketing and PR campaign will include a programme for schools and nurseries. The new YBike Extreme will be coming soon. The launch of the Mookie RC range provides indoor and outdoor products. Fully functional and easy to fly, all Titan family helicopters come with a gyroscope control. Mookie helicopters are available in three different sizes: Titan Nano, Titan Mid and Titan Grand.

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As a manufacturer of games cards, playing cards and trading card games, and a strategic partner to many games brands including Top Trumps and Monopoly, the firm understands its part in the process – getting your products in consumers’ hands, when they need them, at the right price point. Established for 30 years, Richard Edward has the capacity to produce in excess of 40 million decks of cards per annum using its fully integrated inhouse facilities.

The company produces trading card sets, card components for board games, stand-alone card games, and playing cards for promotional and conventional use, and delivers throughout Europe and worldwide. Also on offer is a range of specialist printing and finishing processes to ensure the company meets the most demanding creative brief, from foiling, to glow-in-the-dark or creating inks that react to temperature, to randomised collation

and unique coding within trading card sets. These services are in addition to Richard Edwards’ own product range, from our subsidiary, Redwood Cards. Redwood features Greencards, recycled playing cards featuring original designs, and to be seen for the first time at London Toy Fair, its new, contemporary version of the family classic, Happy Families. Original illustrations bring this product up to date.

The company offers excellent environmental credentials including FSC and Green Mark, together with scope to reduce your carbon footprint by purchasing a truly British product. It is also audited to Global Sourcing Principles (and can be found on the SMETA database), the ETI base code, and hold both Investors in People and ISO 9001 accreditations.

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BLADEZ TOYZ

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Bladez Toyz has for the second year running, been the only company to have an R/C helicopter shortlisted in Dream Toys. The easy to fly Bladez Micro, which was shortlisted, has been a top selling line. Bladez Toyz has grown over the last four years to become a market leader in designing and supplying innovative R/C helicopter toys. The product range is positioned to appeal to both children and adults alike, suited to all budgets and skill levels. The G-Bladez Gyro range includes both indoor and outdoor Gyro helicopters, which offer many benefits including auto stability and precision control, ease of flight, ultra manoeuvrability and a robust design. The helicopters are made from toughened aluminium, with collapsible blades and are fitted with a directional Gyroscope to give an unprecedented flight performance. Bladez Toyz has also introduced new in-store concessions for live demonstrations, allowing consumers to interact directly with the products. This provides the opportunity to speak directly with personable and approachable demo staff. Here, they can see the precision stability and hover control of the products first hand or try out the stunt car in the dedicated demo bowl.

HIPPYCHICK On display on Hippychick’s stand will be its range of ride-on, push-along and wooden toys, along with a new addition or two. Moover Toys are a Danish-designed range of wooden toys, which come in both a warm natural and a vibrant cherry red colourway. With their contemporary lines and classic retro styling, there are five designs to choose from. Choices include Baby Walker, Baby Truck, Dump Truck, Doll’s Pram and Rocking Horse. Four of the styles are delivered in an innovative self-assemble form. Moover Toys are assembled easily and quickly with an ingenious ‘click key system’, removing the need for any tools. The Wheelybugs feature multidirectional castors that allow easy manoeuvrability and limitless mobility for toddlers. The ride-ons help develop motor skills while kids play, also encouraging them to use a greater variety of lower limb muscles. The sturdy body and padded layer of sponge covered with tough polyurethane mean that the bugs can withstand any amount of robust love and fun. An easily grippable handle bar also means the Wheelybug can be used as a push-along toy for those first faltering steps.

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TOY FAIR 2011

LE TOY VAN The London Bus is a new addition to the Budkins collections of characters, vehicles and play-sets from Le Toy Van. Perfectly scaled for the Budkins characters, the painted wooden bus includes a poseable Budkin bus driver character and has seating room for a further 11 characters. Finished in red with classic London livery, it features a removable roof and top floor for easy play access. The London Bus includes rubber tyres and features a classic style with an open ‘jump on’ entrance at the rear side. 2011 will also see the launch of many Le Toy Van products including Cherry Tree Hall, a three-storey doll’s house. At 92cm high and 66cm wide, it is the largest doll’s house Le Toy Van have ever produced. Further new products include Appleby House, another addition to the doll’s house range, and Emerald Castle, which features an angled tower structure. Also released will be a re-designed Camelot Castle and two new Budkin knight characters. Le Toy Van’s wildlife range will see the launch of a new farm play-set, Pippin Farm and two new painted wooden wild animal sets. The Honeybake range will be joined by a new three-tiered cake stand and a sliceable chocolate cake.

HABA Visitors to Toy Fair can see how Haba has taken its traditional wooden block construction system a step further with its new Building Blocks Technics. Based around familiar wooden shapes, the system adds clamps, wheels and axles to encourage construction of a wide variety of vehicles and structures. Trains, fire engines and cars can all be put together or kids can create something new. Youngsters from the age of three upwards can enjoy simply stacking the blocks, while the added elements come into play as motor skills and patience develop, extending the target audience up to the age of ten and beyond. Compatible with Haba’s other wooden construction sets, the Building Blocks Technics range comes in 26-piece and 49-piece sets. Also launching at Toy Fair is Haba’s new line of musical instruments, which combine the wooden toys with sound. From Rattling Shakers to Magical Sound Flutes, Haba’s new musical collection is designed so that the volume is suitable for even the youngest child. There are lots of individual instruments to choose from plus two Sound Workshops available – small and large – which contain everything needed to explore sounds, chimes and tunes.

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Also new is a selection of Budkins characters including fairytale, wedding and pirate ranges, along with a re-designed Phantom Ghost Pirate Ship.

Le Toy Van will be exhibiting all these new products at Toy Fair, along with existing core ranges. The firm will also be debuting many free merchandising options.

All Le Toy Van painted wooden toys are designed in the UK, while they are also ethically manufactured in Indonesia using responsibly sourced materials.

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GALLERY 129 2010 was a strong year for Maps Toys and Toy Fair will be the platform to launch more new products. The company will showcase new lines for the first time at Olympia. All of the new ranges to be introduced will complement the firm’s existing collections making it a one-stop shop for buyers looking for products that are a bit different and, most importantly, fun to play with. In addition, Maps will add to existing lines including new creatures for construction range Bloco. The foam construction toy allows children to build all sorts of creatures and animals and the new sets will include Dinosaurs and Primates at lower price points, to encourage repeat sales. Yummy Dough, the playable dough that can be eaten, will also feature and visitors to the stand will be able to get imaginative and sample their finished Yummy Dough creations. In 2010, Maps signed a deal with Benjamin Toys to initially distribute two lines under the Science Museum Banner. This relationship will continue and more lines will be added to complement the product collection, which includes the classic Climb@tron. All new lines and existing ranges will be supported by a PR and advertising campaign throughout 2011.

INTERPLAY

Interplay will be launching some new additions at Toy Fair, including an extension to its Wild Science for girls and a new collection of craft kits for older girls – Mystyle. Mystyle has been developed by the Interplay team, drawing on years of experience in the market.

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The aim was to produce a collection of creative kits inspired by the interests of today’s pre-teen market. Fashion and expressing creativity is the desire of most girls aged eight to 12, but never at the expense of style, which is where the Mystyle collection ticks all the boxes.

The collection enables girls to create jewellery and gifts that they will be proud to wear and share with friends. With Mystyle, there are no gimmicks. For example, the jewellery is made using the same techniques as professionals. There are plenty of kits available, from multicoloured

collectable bead bracelets through to the most intricate of paper bead, clay and shrink art jewellery. Each kit contains everything needed for the project, plus an instruction booklet. To extend the collection further, other kits will include home craft projects such as Japanese Friendship Dolls and paper card making. The brand will be supported with a marketing campaign, with a TV campaign and display advertorials in the tween girls’ press along with active PR. To complement the Wild Science for Girls collection and building on the Perfume Laboratory, Luxury Soap Science and Bath Bomb Factory, a new range extension will be launched at Toy Fair to enhance the brand. Aimed at girls aged eight to 12, there are several new kits to choose from, meaning girls can now create perfect pampering products, such as body lotions and mists, hair care and moisturisers, while learning the secrets of the cosmetics industry. The new collection will be supported by a girls’ magazine campaign and TV advertising. Meanwhile, for boys, there will be the wide variety of Wild Science for Boys, Technokits and My Living World sets. Plus, the 4D Cityscape jigsaw puzzles of London and New York will be on display.

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TOY FAIR 2011

WINNING MOVES

The Barbie Fashion City Board Game is a board game for all young Barbie fans which requires quick and strategic thinking, as kids join Barbie for a day in her favourite Fashion city. Start the day with some exercise such as a tennis match, then stop off at the pool before picking up the poodle from the vet. At the end of a long day of activities, it’s time to start getting ready for a big night out in the city.

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But it’s not as easy as it seems. There are several symbols on the board, which players need to follow in order to have the best trip around Barbie’s Fashion City. The Barbie Fashion City Board Game will be distributed in the UK by Winning Moves UK. With the London 2012 Olympic and Paralympic Games around the corner, Winning Moves will launch its collection of London 2012 games at

Toy Fair 2011 and Spring Fair 2011. Topping the list will be a brand new British Olympic Legends Monopoly board game. It is being created to celebrate some of the greatest British sportsmen and women in the history of the Olympic Games. The new game will see more than 30 sporting icons swapping places with the traditional Monopoly sites of Mayfair, Park Lane and Pall Mall.

The public are also being given the chance to vote for their favourite British Olympic Legend, which will determine who will win a place on the board. Public polls for the voting will be launched at Spring Fair and members of the public will be asked to cast their votes online. The results of the public vote will be announced later in the year and it is anticipated the game will be in the shops by the autumn, in time for Christmas 2011.

GALLERY 215 With a stand twice as big as last year, Revell will be showcasing an array of new Model Kits including a Premium Titanic Set and London’s favourite classic Routemaster Bus. Along with the new models, Revell also has additions to its R/C and Xray ranges. The latest R/C Supermicros and the sleek micro helicopter sets will be on display, along with an exploration of the human anatomy with the latest Xray kit. Further releases on display will include additions to the Star Wars and Star Trek ranges as well as the recently released Da Vinci range, which brings to life the work of the inventive genius. The models created by Revell are made from wood, are based on Da Vinci’s original drawings, and are unlike anything else in the model offering, says the company.

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ZAPPIES Zappies will be introducing a range of new products on behalf of Wowwee UK and Wild Planet. Zappies’ line-up from Wowwee includes new product developments for the WowWee Paper Jamz brand with new instruments, new designs and new features and technology, including MP3 compatibility. Also available from Wowwee will be the Lite Sprites, the world of Lite-topia powered by imagination and illuminated by girls’ power to capture, transfer and share light and colour. For the boys, Wowwee Light Strike is the first 3D interactive laser game system that brings video games into the real world, live and in colour. Light Strike units are fully customisable, with built-in weapon choices and slots to attach accessories that add new features and functions. Interactivity puts you in the middle of combat. Conquer individual challenges, play one-on-one or play with a team. On behalf of Wild Planet, Zappies is offering Test Tube Aliens. Zappies’ line-up of Wild Planet products will also include the new Aqua Pets and the Denkosekka battle game. For Doctor Who fans, Zappies will also be representing a Battery Operated Ride-In Dalek, fully licensed by BBC Worldwide and manufactured by Kids@Play. The Dalek is approximately 1.25m tall with a six-

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volt motor and sounds and phrases from the programme. Andrew Hardwidge, sales director for Zappies, comments: “We are delighted to be showcasing the popular Wowwee and Wild Planet ranges at London Toy Fair. With new product news for the successful Paper

Jamz range, the return of some top toys and the introduction of truly unique new concepts, we hope our stand will be one not to miss.” Graham Spark, sales director for Wowwee UK, adds: “We are excited to join forces with Zappies for London Toy Fair. With a stronger portfolio than

CLICK DISTRIBUTION

Click Distribution (UK) was established in 2009 and is a key distributor of children’s collectable products throughout the UK and

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ever, we are offering new innovation into the best-selling Paper Jamz brand and will also be introducing unique new brands for boys and girls. No doubt London Toy Fair is the perfect venue to showcase the incredibly exciting line-up from Wowwee and Wild Planet in 2011.”

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Ireland. Click’s founding directors, Mark and Luke Hillier, have vast experience within the industry and have the ability to spot a winning

product and bring it to market. Click Distribution is exclusive distributor for Panini, E-Max and Enterplay in the UK and official distributor for Topps.

The company expects to have additional exclusive products as the business continues to grow. Click believes that its success and growth is down to having stock of the latest children’s products by working closely with supply partners, having strong relationships with High Street retailers and independents, unique product knowledge and personal, efficient, professional and friendly service. The firm is hoping for a strong year in 2011 with new releases including Bandy Watches, Cars 2, Match Attax, Club Penguin, Moshi Monsters, Champions League Adrenalyn XL, Muttles, Super Mario Bros, Harry Potter and many more. Click is based in Northampton, an ideal location with good motorway links. The centralised location will make for speedier delivery of product nationwide. The standard delivery time is 48-hours from receipt of order, however the firm will offer a next day service to all of our accounts. All orders will be tracked from dispatch to final delivery. Click’s website is continually being updated with the latest product sales sheets and information and the firm also delivers monthly email newsletters, which discuss the releases within that month.

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THE IN THING

TOY FAIR 2011

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Retailers can look forward to a host of new ranges in 2011 from The In Thing. The company specialises in the distribution of the latest pocket money lines, the latest crazes – the latest in thing. As it does every year, the firm will be attending Toy Fair with the major lines Gogo’s, Yu-Gi-Oh, Club Penguin, Moshi Monsters, Gelli Baff, Webkinz, Match Attax and many more pocket money ranges. The In Thing’s Toonz Series two will also be on display at the show, as well as Spinners. Retailers can place an order with The In Thing between 8am and 5.30pm Monday to Friday or order online at www.TheInThing.com 24/7. Orders placed before 4.30pm will be dispatched the same day for next working day delivery.

GEAR 4 GAMES Gear 4 Games is exclusively distributing Underground Toys’ range of Star Wars talking plush, with characters available in 4-inch, 8-inch, 15-inch and 24-inch sizes. New characters for 2011 include Princess Leia, Boba Fett, Cantina Band Member and Darth Maul. The firm also offers the range of In Your Pocket voice key chains to include titles such as Star Wars, Monty Python, Only Fools and Horses, Red Dwarf, Thundercats and Star Trek. Furthermore, Gear 4 Games has had recent success with a new line of lower priced voice key chains, called the Sound Blasters and Pocket Pals for pre-school licences such as Ben 10 Ultimate Alien, Scooby-Doo and Peppa Pig. New for 2011 are Thomas & Friends, Bob the Builder and Ben and Holly’s Little Kingdom. In addition, Gear 4 Games is working with Underground Toys to distribute its new range of Transformers 3 items including stress balls, plush, mugs, cufflinks and more. Also, watch out for the talking Churchill plush, based on the nodding dog from the insurance firm’s ads. As usual Gear 4 Games will be showing some of their more properties such as Domo and Skelanimals. Finally the firm has licensed board games including Twilight and Glee.

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THE LONDON TOY FAIR WILL BE THE FIRST TO KICK OFF THE NEW RANGE OF MATCH STARS™ FOOTBALL ACTION FIGURES. THERE WILL BE PRIZES UP FOR GRABS DURING THE 3 DAYS OF THE FAIR, INCLUDING: MAN UNITED MATCH TICKETS STADIUM TOUR EXPERIENCES SIGNED CHELSEA FC SHIRT DROP YOUR BUSINESS CARDS AT STAND GH50 TO ENTER THE COMPETITION, WINNERS WILL BE ANNOUNCED EACH DAY AT 3.00PM

THE 7 INCH, LIFE LIKE CHARACTERS WITH FULLY MOVEABLE BODIES ARE SET TO HIT RETAIL OUTLETS IN 2011 ACROSS THE UK.

FIND MATCHSTARSTM AT LONDON TOY FAIR (GH50) & NUREMBURG TOY FAIR (H11.1/NEC15) All products shown are not final and subject to final licensor approval. Visit www.match-stars.com for more information. Manufactured and distributed under licence by Pattni Imaginations, Unit 1 Scraptoft Business Centre, Main Street, Scraptoft, Leicester, LE7 9TD. Crest © MU Ltd; Badge © 2011 Chelsea Football Club Limited; TM & © 2011 Liverpool FC & AG Ltd; Arsenal and the Arsenal Crest are trademarks or registered trademarks of The Arsenal Football Club Plc. in the United Kingdom and/or other countries; © FCB.

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DKL

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DKL is looking forward to 2011 after sales growth in 2010 across its ranges. The Hama bead brand offers a large range of kits including generic lines and licences. New products for 2011 include licences such as Cars 2 and Winnie the Pooh, with new box sets to tie in with films released in 2011. Each set comes with everything needed to make Disney characters. Hama offers a range of generic bead kits including ballerina and fashion girls, ideal for girls who want to create fashion designs. Themed kits also include sets suitable for boys, such as construction vehicles and pirates. Look out in 2011 for mobiles, 3D sets, activity boxes, jewellery sets and new seasonal items. For 2011 Corolle has expanded its collection with new dolls for every age range, including new entry price point dolls. The BabiCorolle range for babies from birth features some new soft dolls perfect for tiny hands, while the Mon Premier range for 18-months plus has a new Tidoo Bath Baby and entry price point Calin doll. A great range of accessories and Corolle fashions are also available for the Mon Premier dolls. The Les Classiques range includes new interactive dolls and new outfits, ideal for ages two and upwards to role play. The Camille and Chloe Ballerina are still going strong in the Miss

Corolle collection, with new dolls and fashions for 2011. Wonderworld Wooden Toys, best sellers in 2010 and going into 2011 are the mini vehicles range and the new entry price point boxed Baby Vehicles. Wonderworld also offers educational toys such as the counting shape sorter. The role play range includes products such as the Modern House, complete with furniture and dolls, Cooking Centre, Shop, Sink and Washing Machine and more, all available with accessories. The Softwood Nursery Range from Wonderworld is a collection for babies from birth upwards, featuring beepers, rattles and bendy parts. DKL’s plastic toy range Viking Toys are safe toys that offer inside and outside play and are dishwasher safe. The Chubbies vehicle line comes in a range of sizes, are suitable from one year upwards and are made from smooth, weather resistant, non-toxic plastic. The Chubbies range features many modes of transport, from cars and planes to emergency services vehicles and will continue in 2011. The Viking 2011 range also includes the Jumbo (25cm) vehicles and water play toys such as the colourful ferry complete with four cars. Viking City continues in 2011, which incorporates the Garage with working functions.

ASOBI

In January 2011, Asobi will celebrate its second birthday. Known for its eco friendly line of products the firm is now also distributing other ranges. In September 2010, Asobi signed a distribution agreement with Baghera, a French company which manufactures retro metal pedal cars. With over 1,000 regular customers in France and well over 600 in Germany, Baghera has appointed Asobi as its

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exclusive distributor across the UK and Ireland. Emmanuel Nouveau from Baghera comments: “We are very pleased to work with Asobi. Thierry Bourret, his team of agents and John Lewis the national account manager, will help us develop sales in UK and Eire. “The immediate effect of having a UK based distributor on the Baghera range is that delivery times are greatly

reduced as the stock will be very shortly available for delivery from Warminster.” Asobi is also now exclusively distributing Boikido in the UK and Ireland. Boikido has been previously represented in UK by Marbel. Boikido creates colourful wooden toys that are educational through play. Finally Asobi is now distributing the Marc Vidal range. Marc Vidal is the

creator of a range of pocket money toys and games packaged in a retro style. Although the packaging is mostly in French, the range has been well received and is widely distributed in the US, Australia and Japan. In the UK some discerning retailers had already found the range and were ordering from France. Having a distributor in UK will enable the brand to grow even further.

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TOY FAIR 2011

EARLYBIRD TOYS Earlybird Toys/Agenta will present its range of Colour Your Own puzzles at Toy Fair. The jigsaws are unlike the conventional type and appeal to children aged three to six years. To meet different needs and price points, there are four sets of six puzzles and four sets of three puzzles – pets, farm animals, safari animals and minibeasts. This is a part of the development of Agenta’s own brand of products, and has been developed and manufactured in the UK. Also being launched is an Agenta range of wooden products, manufactured in sustainable

B60 rubberwood, including traditional British meals, cakes and pastries on a stand, a large doll’s house, a farm house with barn, stable and tractor and a doll’s adventure playground. Earlybird Toys/Agenta is also introducing a collection of miniature plastic models from Collecta. It ranges from farm animals to mini beasts and dinosaurs, with the firm being the exclusive distributor. The company will also be displaying its ranges from Dantoy, Wader, Tanner and Excel Toys. Visitors to the stand at Toy Fair can enter a free draw.

HIVE ENTERTAINMENT Merchandising and distribution outfit, Hive Entertainment has grown from strength to strength since its inception three years ago. Partnering with various manufacturers, Hive has a portfolio consisting of an extensive range of licensed products for the video games and toy industries supplying independent and multiple retailers. The firm has a catalogue to suit all demographics and covers a variety of product areas including action figures, plush toys, remote control toys, mugs, board games, puzzles, stationery, luggage and accessories, all of which are officially licensed. Hive is the exclusive UK distributor for all official Nintendo figures and merchandise from Together Plus and continues to distribute Tomy’s pocket money Gacha Capsule range, along with other Tomy products. Also part of the range are other licensed merchandise products for Sonic the Hedgehog, Square Enix gaming, UFC and Spongebob figures and merchandise along with Funko products and its toy range featuring a plethora of film, music and comic licences. As well as the expanding portfolio of toys and merchandise, Hive also supplies one of the largest ranges of video games accessories within Europe.

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Cartamundi has a new range for 2011, with product launches of generic and licensed card games. Cars 2, Phineas & Ferb, Pirates of the Caribbean 4 and The Lion King are among the ranges, which include action games, Mega Memo and gift sets. Also on offer is the Rapunzel gift set tin and pairs game and Harry Potter and the Deathly Hallows Part 1 and 2 Playing Cards. The new Puzzler Family card and quiz games challenge the mind and Ace Trumps becomes interactive with new augmented reality. The full Cartamundi 2011 line-up will be on display at Toy Fair. For all orders placed at the show, quote TOY27 and receive a further 12.5 per cent discount (ten per cent + vat.)

INGO

D19 Two of the key lines for next year will include the Hello Kitty Portable DVD player, with a full car kit making it ideal for family travelling, as well as the Spongebob boombox. Matthew Tomlinson, UK sales director, comments: “We are really geared up to have a great year in 2011, one of our key changes this year has been to add value into our products where possible. “Our cameras now come with a spare fascia and a camera bag included in the pack.” Also joining Ingo on its stand will be Meroncourt, a specialist in direct shipping for e-tailers, which provides a risk-free solution for partners to list product on their websites. Meroncourt handles all the logistics once its partner has got the sale, and can even ship out the goods direct to the customer. Brendan Lynam, UK managing director, adds: “With the new licences and products Ingo are bringing to the market this year we hope to strengthen our position as a leading supplier of youth electronics to the UK toy market.”

2011 Toy Fair will mark Ingo’s first anniversary in the business. The youth electronics company has continued to break into the traditional toy sectors and sales have been strong to date.

For next year, Ingo is continuing its expansion, boasting a new team of national account sales managers and a strong line-up of licences and products. Key properties will include Hello Kitty, Spongebob, Ben 10,

Phineas and Ferb, Mickey and Minnie, Barbie and Dora the Explorer. Product wise, says the firm, there will be something for everyone, ranging from cameras right through to LCD TVs.

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SEAGER GAMES Don’t Get Mad involves moving up or down a grid that has some similarity to a Snakes & Ladders board. The goal is to go from the 0 (start) up to the 430 point position. Players can also go down, finding themselves in the red zone. At the start, each player is dealt three stake cards (values go from 20 through to 100 points) and one playpass-challenge card. The first player rolls the 12-sided dice and moves the centre piece clockwise according to the number rolled. Their play will be either on a question or a roll of dice criteria. The player now takes another play pass or challenge card. Depending on which cards they now have in their hand, they choose whether to play, pass the game play or make a challenge to an opponent. The first player decides on the stake. They can stake up to the value of two of their own stake cards. If the player has a 20, 50 and an 80 card, they could stake just 20 points, or up to 130 points (50 + 80) or any combination. If the play is on the roll of dice, the first player knows the odds of rolling correctly as these are printed on the game board circuit. So, if the player doesn't fancy the odds, and is able to pass the play to an opponent, they can do so, but the player still determines the stake.

BLUW At this year’s Toy Fair, Bluw will be launching its new set of Eggbods. These are egg-shaped mix ‘n’ match collectables for boys and girls aged four and over. There’s a range of different characters including the Crack Commando, Eggatron robot , Captain Hard Boiled for boys, ballerina Eggelina, Fairy Tinkershell and Eggs Factor singer. Each Eggbod has an interchangeable head, arms and a special accessory so kids can swap their collection round and create many egg-centric combinations like Fairy Hard Boiled or The Eggatron Factor. They even have a wind-up mechanism that gets them doing a little walk and moving their arms. Bluw’s inflatable Air Hedz are a new way to dress up and are suitable for kids aged five to seven. Each set comes with a piece of large inflatable headgear and an inflatable accessory. Boys can choose from a cowboy hat and gun, alien head and hands, robot head and blaster, fireman hat and extinguisher and a pirate hat and cutlass. The range for girls features a princess wig and wand, nurse hat and nurse kit and a pop star wig and mic. Air Hedz can be worn as part of an outfit or with normal clothes. Just blow them up, put them on and get ready for super-sized play.

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TOY FAIR 2011

GALLERY 164 If the player finds the odds attractive, they can choose to play as long as they have at least one play card. Whenever a player correctly answers a question or successfully rolls the criteria, they move up the board according to the number of points that were staked. If they failed the play, they move down according to the number of points staked. When any player challenges an opponent, the one who is successful moves up the board, but the loser has to move down. On a roll challenge, if both players are tied (either both rolled correctly or neither rolled correctly), the challenger is deemed to be the winner. This gives a distinct advantage to any player who challenges on any roll of the dice. If players find themselves in the red zone (at minus 170 points) when it is their next go, they may stake up to all three of their stake cards. This applies even if they choose to pass or to challenge an opponent.

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Since 1987, Marvin’s Magic has designed and produced professional Magic Made Easy for all age ranges, covering all price points. The firm’s products, in particular Marvin’s Fifty Greatest Magic Tricks and Fifty Greatest Lights Illusions, have consistently been best sellers in Hamleys and Harrods in London, Toys R Us Times Square and FAO Schwarz in New York. Marvin’s plan is to now introduce these proven unique and visual products to the rest of the market. Using the latest state of the art technology, customers will be able to view cutting edge performances of products in-store or on their mobile phones prior to purchase. Marvin’s Magic has won many awards and has the first and only sets to be recommended by the Magic Circle. The collection of professional Magic Made Easy is now available FOB and domestically and the firm is looking to expand into more countries worldwide. Marvin’s Magic has developed a series of high profile alliances in the form of on-pack promotions with leading consumable brands. The marketing initiatives continue to raise the company’s profile, driving awareness and sales. In addition, prime time TV will be introducing a new magic series soon, which is set to make magic the next big craze. The newly launched Mind Blowing range plus other surprises will be on display at Toy Fair.

CHEATWELL GAMES App-Player is a new board game that harnesses the power of a smart phone. The multi-game playing board includes a speaker, while the game cards are provided electronically via your iPhone or iPod Touch. Four games, which would otherwise cost up to £100, now come in one package for under £30. Build-Your-Own 3D Puzzles include representations of worldwide landmarks. They require no tools, glue or special skills, just a little patience. New for 2011 are the Houses of Parliament, St Paul’s Cathedral, the Taj Mahal, the Tower of London and the Tower of Pisa. In addition, Westminster Abbey will be launched in time for the royal wedding. Pig Popper comes supplied with six soft foam ball poppers. Stuff a popper into the pig’s mouth, squeeze his belly and the popper will fly. Coming soon are Dog and Dino Poppers. Plop Trumps is a ‘poo-tastic’ version of the age-old game of trumps, but with an educational twist. Each card indicates the ‘business’ facts for animals as varied as Leopard, Locusts and Lemurs. Wallace & Gromit are the subjects of the 2010 Christmas stamps and to celebrate, Cheatwell has released five jigsaw puzzles based on the brand.

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Anywhere’s A n y w h e r e ’s a Playground P l a y g ro u n d

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REBEL TOYS

Rebel Toys, UK distributor for the Maisto brand of radio control and diecast replica models, will exhibit its product line-up. The Maisto-Tech radio control collection has a particularly strong offering, which is headed by the launch of the new Baja Beast R/C car. With its digital proportional steering, high speed motor, tri-band controller plus steering and throttle trim, it will be the fastest R/C car in the Maisto-Tech fleet.

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The R/C Rock Crawler will see the release of a junior version. The Rock Crawler Junior is smaller in scale than its predecessor and is fitted with a rotating joint between the front and rear wheels, which allows for the climbing action. As it is around 8-inches in size, it will hit a lower price point. There will also be another body shape option for the standard Rock Crawler, titled the Ricter.

EDUCATIONAL LEARNING Educational Learning has recently started to trade and is exhibiting for the first time at Toy Fair with its new products. The first games to be launched are Wildcat and Dinohistoria, two packs of 56 cards which come in one box. Further games are planned and, in April 2011, the firm intends to launch Wilddog and Dinohistoria, in one box, which will be in prototype at Toy Fair. Wildcat & Dinohistoria are now available and have been designed for children aged seven and over. Wildcat, has three levels of play â&#x20AC;&#x201C; beginners, junior and adult. Dinohistoria is in a different format and can help with numeracy, literacy, science, colour recognition, social skills and geological timelines. The design and content of the games make them suitable for both the retail and educational markets. Wildcat has professional real life photographs and details about the animals. The images for the Dinohistoria game are licensed by the Natural History Museum picture library. Those used cover from the Precambrian period to Quaternary, 4.6 billion to 10,000 years ago. Details of the pictures are given and many of the dinosaurs are familiar.

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There are many subject releases in 1:24 and 1:10 scale R/C, from the Ferrari 458 Italia to Lamborghini 83X, the infra-red R/C Ducati 1098S and Harley Davidson Nightster motorcycles, plus the infra-red R/C Junior collection with an age three+ rating. R/C Monster Trucks with Trailers that have a drifting effect into tight corners and bends will also be added to the Drifters collection. The Maisto die-cast replica model and self-

assembly kit collections also include a host of new subject releases in both 1:18 and 1:24 scales. These include the Audi R8 GT3, Lamborghini 83X and Porsche Panamera Turbo. All the very latest MotoGP Racing bikes with Maisto capturing the move of Valentino Rossi over to Ducati, by introducing a new 1:6 scale. At approximately 34cm in length, this will be the largest motorcycle replica Maisto have ever produced.

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SHOW GUIDE TOY FAIR 2011

HALILIT

Several new developmental activity toys for babies and toddlers to add to the award winning TAF Toys ranges, will be launched on the Halilit stand, as well as new children’s musical

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instruments, plus new water play toys from Edushape. TAF Toys will be launching the Four Seasons Mat, a colourful, adaptable padded play mat suitable

from birth, with raised side panels designed to look like pages of a baby book; the Springtime Mobile, a windup cot mobile that plays music while three soft butterflies move gently

BUREAU VERITAS

Bureau Veritas’ EU Toy Supply Chain Risk Management Solution focuses on addressing and managing risks at the earliest stage to help manufacturers, importers and retailers meet the challenges of the new EU Toy Safety Directive 2009/48/EC and its latest changes that come into force from July 2011.

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round; the Car Wheel Toy, designed to keep toddlers in forward facing car seats entertained when on the move; and the Symphony Flowers, a choice of three musical toys designed to be held by children, or attached to arched play mats, cribs or strollers, using the flexible clips. In addition, the Stroller Wheel Toy is a toddler-sized multi activity ‘steering wheel’, that fits most stroller bumper bars. Designed to encourage a love of music from an early age, the note perfect range of Children’s Musical Instruments from Halilit will be extended, with the launch of a new toddler’s drum, made with professional grade skin. A new stackable, water play toy, the Water Whirly, will also be launched to add to the ranges of bath and water play toys from Edushape, that are guaranteed to make bath time fun, including squirters, fishing sets, sorters, assorted foam shapes, and ‘wet and stick’ floating foam building sets. Also on the Halilit stand will be the classic award-winning construction toy, Interstar, a vibrantly coloured linking construction system with easy to connect pieces, which encourages the development of logical thinking skills.

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The article 21 of the Toy Safety Directive requires companies to be able to bring together and show all the documentation in a products technical file history. The technical documentation shall include in particular: a detailed description of the design and manufacture, including a list of

components and materials used in the toy, as well as the safety data sheets on chemicals used; the safety assessments carried out in accordance with Article 18; a description of the conformity assessment procedure followed; a copy of the EC declaration of conformity; the addresses of the

places of manufacture and storage; copies of documents that the manufacturer has submitted to a notified body, if involved; the test reports and description of the means whereby the manufacturer ensured conformity of production with the harmonized standards, if the manufacturer followed the internal production control procedure referred to in Article 19(2); and a copy of the EC-type examination certificate, a description of the means whereby the manufacturer ensured conformity of the production with the product type as described in the EC-type examination certificate, and copies of the documents that the manufacturer submitted to the notified body, if the manufacturer submitted the toy to ECtype examination and followed the conformity to type procedure referred to in Article 19(3). To help companies address these new responsibilities, Bureau Veritas Consumer Products Services has developed a sophisticated service and system for Technical File Management. The solution ranges from checking that the technical file has all the relevant documentation to a full assessment of the contents and approach. The firm can also host technical files via an online platform.

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CARRERA/THE HOBBY CO As well as showcasing its slot racing systems for 2011, Carrera arrives at this year’s London Toy Fair with something new up its sleeve – Carrera R/C. The ready to run radio control range presents vehicles and helicopters that use Lithium Ion battery technology, delivering fast charge times and the longest running times. The Carrera R/C range offers 15 different Ready-to-Run models in scales between 1:10 and 1:20 which are packed with unique features.

Ecoboo consists of 25 toys, including the traditional shape sorter, abacus and wiggling croc, as well as larger items, such as the training bike and trike. The collection also includes bamboo fibre feeding sets and textiles. All of the pre-school range are made from bamboo and are environmentally safe, designed to withstand the rigours of play from the most active of children. The collection’s primary material, bamboo, holds the promise of a sustainable, cost effective and ecological alternative to the widespread cutting of forests. Bamboo is the fastest growing plant on the planet and is harvestable

ROKKA PLAY The Rokka is a unique new wooden toy from Rokka Play. The Rokka inspires one to five year-old children’s imagination by transforming from a sea-saw rocker into a table with two chairs, a boat, theatre, kitchen, a bridge and more. This British designed, plywood toy changes from one play theme to the next with no tools and no fuss. The Rokka starter pack gives children the table and chairs, bridge and boat complete with mast, oars, sail and cushions. The additional kitchen pack adds the oven, hob, taps, sink, cooker and washing machine doors, plus apron and pelmet for the window. The theatre pack includes the curtains and reversible backdrop to create a stage set. Educational experts welcome the Rokka, as it covers all six areas of learning with a focus on creative development. The Rokka is the first toy to be launched by Rokka Play which plans a series of products that develop and stretch children’s skills and imagination. The Rokka and its accessories have been independently tested and comply with EN 71 regulations (Safety of Toys).

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A range of premium quality buggies and big wheel off-roaders are available in a number of scales, with prices ranging from £40 to £150. Carrera Go continues with slot racing aimed at the younger market, with its range of licensed sets from the world of Hollywood movies, F1 and Nintendo Super Mario. Carrera has secured the Spongebob Squarepants licence to line up alongside Mario in his 25th year, Ferrari and F1. Price points for this action packed range start at under £40.

every three to five years. Jason Shaw, managing director, Ecoboo, states: “We are very pleased to confirm Ecoboo will be showcasing at Olympia, at Toy Fair 2011. This exciting news follows the positive response ecoboo received at Autumn Fair 2010 and the very recent news of Ecoboo’s agreement with Toymaster. “It has become very apparent the UK consumer has a genuine interest in and a real awareness of the environmental effects of the products they buy and give to their children. ecoboo offers a real ecological alternative to parents,” Shaw continues.

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PLUM PRODUCTS Plum, a supplier of outdoor toys, has a number of new products ready to launch in 2011. The firm has focused on creating a retail range for 2011 of smaller items such as sand pits, small trampolines, infant play centres, metal swing sets, children's furniture and other outdoor accessories. This range will be in colourful retail packaging and available in

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retail display solutions. Plum Products has a comprehensive range of outdoor play products including trampolines, play centres, swing sets and activity centres, metal swing sets, sand pits, play houses and children’s furniture. 2011 will see product launches for almost all of these product categories from the firm.

Blue Box was founded in 1952, with a vision of making a line of children’s toys that were educational and fun. 58 years later, Blue Box is launching the new consumer brand – B Kids. B Kids is a new concept in nursery and infant toys, including the Beebee & Friends Links System and Thomas Character Toys.

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The range features ergonomic designs, which are safe and easy to use and durable. The B Kids range is suitable from birth to three years plus. The has been designed to allow parents and children to interact, learn and play. Toy Fair is the first chance to see the complete range.

GH50 Pattni Imaginations is set to launch a new line of football player action figures called Match Stars. The figures are poseable and each player has movable head, shoulders, arms, elbows, wrists, waist, legs, knees and ankles. The firm has signed deals with some of the biggest names in world football – Arsenal FC, Chelsea FC, Liverpool FC, Manchester United and FC Barcelona – and each individual player will be fitted out in the relevant official home kit of the new season, complete with official club crest, shirt sponsors, official Premier League shirt print (for the English clubs) and sleeve badges. The Match Stars line is set to hit the shelves in October and is already drawing considerable interest from retailers. Pattni will be working closely with licensors and retailers alike to boost the new products through promotional activity in time for the 2011 Christmas season. Visitors to the Pattni stand will be able to take part in a host of competitions, with prizes including tickets to see a Manchester United game, a signed Chelsea FC shirt and stadium tours of Anfield and the Emirates Stadium.

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PEERS HARDY New to Toy Fair for 2011, Peers Hardy is set to launch a brand new line-up of products this year. The Chatimal line is a new innovation, which launched in autumn/winter last year. Chatimals are a range of plush animals that you can speak to for up to five-seconds and then the hamster will repeat back what you’ve said in either a high or low pitched voice at random. New characters are being added for 2011. Also new is the Time Trial, which is a lap timing gate, compatible with most R/C Cars. The Time Trial comes with cones and tyres, so kids can set up a course either inside or outside then race their friends and record your times down to the last split second. The Crafty Cat Bank is a new addition to the range.

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Place a coin on the fish bone on top of the coin bank and this alarms the small kitty that lives inside the box. It meows, then opens the lid with its head and reaches out its paw to grab the coin then moves back into the box with another meow. The new Maze Racer is an electronic ball bearing game where you can race against others to finish the puzzle. The aim is to get the ball bearing around the maze in a set sequence and in record time, just press the button and the clock starts ticking. And finally, The Zooimals are being added to the London Zoo range for 2011. Create your own zoo animals with these kits – each pot contains putty, as well as a different set of animal pieces.

Oxford Diecast continues to expand its range of scale model vehicles. In the last year it has launched over 100 new items and the growth continues with the introduction of new tooling. Particularly popular are the 1:76 scale models that are produced to appeal to both railway and general collectors. They have a high attention to detail, correct colours and number plates. The range is extensive including Fire Engines, Buses, Dustcarts, Ambulances, Cars, Trucks, Aircraft and general commercial vehicles. At 1:72 Scale, the company also produces a large range of aircraft covering all of the popular types.

GB EYE

GB eye supplies posters and prints to a number of retailers in the UK, including HMV, Asda, Toys R Us and Merlin Group Entertainments. Forthcoming licences from the firm include the current Doctor Who, Matt Smith and his co-star Karen Gillan on posters, prints and tattoos. The firm is also producing posters and badges for the second series of hit show Glee.

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British N Scale models are a recent addition to Oxford Diecast’s product offering. Produced at such a small size, the models cram in a huge amount of detail, almost invisible to the eye. The buses in this range have created a whole new audience of collectors. With three release programmes each year, over 250 colour schemes are issued. Many sell out quickly creating a continual demand for new items. 2011 also sees a new range based on Top Gear Challenge cars, which includes Dampervans and Nissanks among others.

GB also has the rights for the Jacqueline Wilson book cover artwork, illustrated by Nick Sharratt for the Tracey Beaker series as well as for Bed and Breakfast Star, Suitcase Kid and more. These will be available in GB’s Print on Demand format in 60x80cm, 40x50cm and 25x20cm sizes. With many other great kids’ properties added to its roster, GB will also have Moshi Monsters, Generator

Rex, Puss In Boots from Dreamworks and Little Charley Bear from Chapman Entertainment. Following the success of the penultimate Harry Potter and the Deathly Hallows film, GB will also have a range based on the finale of the epic journey of this young wizard coming of age. As part of the Marvel licence, GB will also launch ranges based on Thor, Captain America and the Spider-

man classic artwork to ready consumers for the fourth movie coming in 2012. Finally, to continue the success GB has enjoyed with the Transformers franchise, it will offer product (posters/3D/badges) for the third movie, Dark of The Moon which will see The Autobots – Bumblebee, Ratchet, Ironhide and Sideswipe led by Optimus Prime – back in action.

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MUMBOJUMBO TOYS This year MumboJumbo Toys will present a wide range of puzzles. Crocodile Creek and Janod have created design-led puzzles from wood and sturdy cardboard, presented in shaped, square and rectangular boxes, pouch travel bags or simply wrapped. The range is suitable for kids aged one to eight.

AURORA Aurora is launching new additions to the Yoohoo range in 2011. New arrivals include a Jaban Rhinoceros, Yellow Tiger, Beaver and a Japanese Macque. There will also be some new Yoohoo Souvenirs and Wannabe’s. Yoohoo & Friends also has new additions including key chains and wannabes, all with self merchandising point of sale. The Aurora collection has been created by Aurora’s in house designers. They are hand finished to the highest standard. Aurora World is a manufacturer and supplier of affordable, high quality toys and gifts. The Korean company has become respected in the world’s plush and gift industry.

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Half Moon Bay will be displaying a Where’s Wally? gift range including new A6 Journals available in four different designs. Using the illustrations taken from the series of books kids can now find Wally on an A6 journal, tin tote, money boxes, key rings, glasses, mugs and retro bags. The firm’s Dr Who range featuring the 1970’s Doctor, Tom Baker, the Cybermen and the Daleks is targeted for fans both young and old. The Thunderbirds line features pilots Scott, Alan, Virgil, Gordon, John and not forgetting Brains. Find these characters on key rings, magnets, tin tote, money tin, glasses, mugs and coasters. In addition, stills from The Wizard of Oz film are now on a variety of giftware products. To sit alongside the Superman, Batman and Wonder Woman ranges, the firm has also developed a series of products using some of DC Comics extensive archive of artwork to celebrate this year’s 75th anniversary.

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New for A/W 2011 VTech are pleased to introduce the Toot-Toot Driver. This interactive range of mini cars include realistic car sound effects, flashing lights and fun phrases. Also in the new Toot-Toot Drivers range is the Toot-Toot Drivers Garage, which recognises each vehicle and includes a wide range of fun hot spots and buttons.

First 6 individual Toot-Toot Drivers available June 2011. O Also available in 2 â&#x20AC;&#x2DC;3 packsâ&#x20AC;&#x2122;. O Toot-Toot Garage come with one additional vehicle.

Realistic sounds

Fun phrases

Flashing lights

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BROOKITE Brookite has been designing and manufacturing kites for over 100 years. New for 2011 is a range of ‘Once upon a time ...... kites’ featuring a dragon, unicorn and a furry monster. All of the products have eye-catching graphics, are easy to fly and are suitable for four years and upwards. Hobby horses are a traditional favourite and the Brookite stable of cuddly Brambles feature a high quality fur head on a wooden pole with wheels.

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They are wholly made in the UK. Also now available will be the Brookite Play Parachutes – these have been developed due to popular demand and will provide outdoor play at sensible prices. There are new windsocks, two hot air balloons and a host of other products featuring in the catalogue for the first time. Other brands include Venom Skateboards, Tacker Sailing Boats, RC Helicopters, Disney products, Aerobies and the Funtrix range.

With Papo UK now entering its second year of trading, it has expanded the sales force further by appointing Simon Taylor as account manager for Scotland and the North East. This will ensure a higher level of customer care across the whole of the UK. For 2011 the firm will follow its longterm product development strategy and within the next six months, will be launching around 80 new items. The new items will inspire imagination across themes ranging

LOOP CARDS PUBLISHING

from Wild Animals to Dinosaurs, Tales and Legends to Weapon Masters and Fantasy. Papo will also be expanding the Environments range, including the Castles with modular kits, a Pirate Ship and a Fairy Kingdom Castle. These will complement the figurines. By constantly increasing the range of products, Papo offers a complete universe of action to the kids and meets all customer needs within the category.

GH18 Elemons is a new brand that brings the elements of the game to life as characters. Loop Cards Publishing is entering the toy market with the Elemons brand as a trading card game for the first time since 2006. Visitors to the Toy Fair stand will be introduced to the concept and have a chance to play the game. As an elemental adventure, the TCG will bring all 118 elements to life in the form of characters with a variety of personalities, from the wacky Helimon to the rare Diamon. Players will be able to ‘combat, combine and collect’ the Elemons and discover combining ability that will take the TCG onto a new platform. Loop Cards Publishing will also bring in card games that make learning fun, such as Harry Hastings History Heroes and Fink Cards. Loop placed three products into the Science Museum store in 2009, and now Elemons is being positioned for the toy retail market for 2011.

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SALEPOINT Salepoint will be exhibiting at the Toy Fair for the first time this year. The firm has been a shopfitting supplier to the toy trade for almost 30 years, with a strong record of upmarket installations all around the UK and Ireland. Experience includes shop fitting dedicated toy shops, as well as toy departments in garden centres and department stores. Interestingly it has taken garden centres a long time to latch on to the diversification from horticulture, even though their first move away from traditional

Annets Entertainment introduces a brand new board game called Whirred Play – an educational game for everybody. Whirred Play is based on the premise of spelling ordinary, everyday words which all happen to be homophones, i.e. words that sound the same, but have different spellings and meanings, such as ‘their’ and ‘there’. The objective of Whirred Play is to spell your version of the homophone in a way that fewer other people do. The fewer people you match up with the further you move on the board, but be prepared to be surprised at the outcome.

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horticulture was to other typical Christmas lines like tree decorations and giftware. Salepoint is a stockist of modular steel fittings, as well as solid pine and chrome wire shelving systems. Many installations also require bespoke joinery solutions in a range of finishes. Often an infusion of bright colours is exactly the right way to present the wow factor. From a few bays of shelving from stock to designed solutions presented using 3D CAD software, Salepoint has an answer.

Whirred Play is a cross-generational word game, which can equally be played by children, young adults, parents and grandparents alike, especially as unlike other word games, everybody has the same chance of winning, regardless of their vocabulary. The game is being launched nationally at the Toy Fair and Annets Entertainment is providing the opportunity for a visitor or exhibitor to the show to be crowned ‘Whirled’ Champion of Whirred Play 2011. Throughout the three days anyone can join in, and the person with the highest score will be crowned Whirled Champion.

AMERANG Amerang is a distributor of toys, models and gifts, with experience across die-cast toys and models, radio control, wooden and plastic construction kits, and science fiction and comic-related collectables. At Toy Fair the firm will be showcasing the Bburago range for the first time, having been appointed the exclusive UK distributor. Bburago has a strong heritage in die-cast models. The range covers an array of subjects in various scales, starting at pocket money prices for 1:43 models, and moving through 1:32, 1:24 and up to the larger 1:18 models. Bburago offers something for people of all ages whether they’re looking for a small toy or a collector’s model. As well as ready-made models, there is a wide range of die-cast model kits available, in all scales, covering road cars, motorbikes and supercars. The Ferrari Race & Play collection will be a focus for Amerang in 2011. This is a range of toys, radio control models and play-sets, all fully licensed in retail-friendly packaging. Also on display will be the Hobby Engine range of large scale radio

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GALLERY 205 control construction vehicles, tanks, rescue vehicles and boats. Highly detailed, with every function you can imagine, these are products targeted at both dads and kids. Amerang has a vast range of radio control vehicles, including cars and tanks from XQ, helicopters from Syma, planes, boats and even UFOs. All of these will be on display, with dedicated demonstration areas.

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SPINAWA Spinawina is a patented new general knowledge quiz board game which is launching at the show and is aimed at all the family. The game uses a spinner, replacing the use of dice, providing a novel method of gameplay. Players use the transport peg on the spinner to reach their destination by answering questions correctly that the spinner lands on and collect travel tokens on route. There are 14 question categories, including music, films, science and nature, history, true or false, sport, TV and a kids section.

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LEARNING RESOURCES New role play toys in the Learning Resources range include the Pretend & Play Post Office Set. Young post-masters weigh, sort and stamp letters and parcels as customers exchange travel money, apply for licences and check the notice board. The addition to the Pretend & Play range is designed to develop a range of key early learning skills and is packed full of 100 pieces designed to teach children what a trip to the post office entails. It is suitable for ages three and upwards. Recently launched in the UK, Green Toys – distributed by Learning Resources – is already releasing new additions. Derived from 100 per cent recycled plastic and packaged in 100 per cent recycled cardboard, Green Toys is a pre-school toy range with a conscience. Green Toys are also safe, containing no Phthalates, PVC, BPA or external coatings.

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New for 2011 is the Green Toys Fire Truck, which includes a roof ladder, which pivots and rotates 360° for all types of emergencies. Eco design features no metal axles, making this Fire Truck totally recyclable. It is suitable for ages one and over. The Big View Bug Jars are the latest addition to the Learning Resources jumbo science range. The six ladybirds come in a selection of vibrant colours including blue, yellow, purple, orange, green and red. Open each ladybird’s wings to reveal a 3.5x magnifying lens. Each ladybird also features a screw-on cap and air vents to keep specimens secure. Suitable for ages three and over.

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Storyonics is the new creative storytelling card game from ZooBooKoo. There are two games to play, a collaborative game and a competitive version – suitable for all ages, with over 200 images in the pack. The game was first sold at the fiveday Spirit of Christmas Fair at Olympia, where it was a total sell-out in two days. ZooBooKoo used the fair to trial initial short runs of new products with face-to-face feedback from customers. The game is simple. Having dealt out the deck, the first player chooses one of the four colour images on their card and starts a story inspired by the image. The next player chooses any image from their card and continues the story, linking the images in some way. There are no rules and players can interpret the images in any way they choose, allowing all ages to play. Alternatively there is a competitive version of the game, where players take it in turns to tell a story against the clock (sand timer included), winning the cards they incorporate successfully. “We are delighted with how well the ‘Storyonics’ game has been received,” says Stephen Wattleworth, ZooBooKoo’s managing director. “Everyone just gets it and that’s great for our retailers.”

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KRIYA Kriya is this year expanding its pocket money offering and everyday, competitively priced plastic toys. The recycled plastic toys range has continued to be a strong performer and also has new additions. Ford Transits continue to dominate the licensed cars arena.

FARAWAY MAGIC Faraway Magic’s mission is to bring something new and unique to the toy market place that kids can enjoy, with the emphasis placed on fun for all its products. Sprudels are bath bombs that fizz and release a fragrance and colours the bath water. Also, inside the Sprudel is a Bath Bean. Bath Beans dissolve in water to release sponge characters. The product comes in a range of themes to cater for all kids. The firm’s Magic Socks are a revolutionary and cool clothing item that children will love to create and wear. These ‘one size fits all’ socks begin their transformation in water. The Magic Socks are compressed into tiny tight packages, but once the water is added, the socks expand to a full, stretchy size and once dried, the brightly coloured designs can be worn again and again. Magic Towels are similar to Magic Socks. Inside the tightly enclosed package a whole face flannel is bursting to get out when placed in water. All Faraway Magic’s products come with child friendly designs and bright colours.

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PLAYMOBIL GALLERY 210 Playmobil will be showcasing its new 2011 range, with the introduction of new lines, including the Zoo, Knights range and a new addition to the Playmobil family - Secret Agents. The Zoo range, launching this month, includes the Grand Zoo, with giraffes, elephants and zebras. The Asian Zoo boasts a menagerie of exotic animals from pandas to meerkats. Another new addition is the Children’s Zoo also packed with a variety of animals, zookeepers and visitors. The Secret Agents range will be the next to launch in April. Essential to every spy, the Secret Headquarters has a living room wall that moves to reveal a world map detailing crimes happening around the globe. Alarm Systems, genuine Metal Detectors and even a Spy Camera Set are all features of the range. The evil Robo-Gang even has an SUV, which can be controlled remotely, to ensure swift get-aways. Finally, the new Knights Range will launch in July. The giant Empire Castle comes with Lion Knights and weapons ready to wage war. Additionally there are the Falcon Knights and more, which feature Firing Catapults and Treasure Transporters. There will be a TV advertising campaign across the year, press advertising and PR activity supporting these, and the other 15 ranges launching throughout 2011.

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BLAST LAB. Copyright: September Films (a DCD Media company), Hamsterâ&#x20AC;&#x2122;s Wheel Productions and Ingenious Broadcasting.

BBC logo ÂŠ BBC 1996. Doctor Who Logo ÂŠ BBC 2010. TARDIS image ÂŠ 1963. Dalek image ÂŠ BBC/Terry Nation 1963. Cyberman image ÂŠ BBC/Kit Pedler/Gerry Davis 1966. K-9 image ÂŠ BBC/Bob Baker/Dave Martin 1977. Licensed by BBC Worldwide Limited.

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SHOW GUIDE

TOY FAIR 2011

UKIC UKIC was established in 1997 as part of the Dickens Group of companies, sourcing and importing plush toys under its own Cuddles Time brand. Amongst the major retailers the firm has worked with are Asda, Littlewoods, Tesco, Boots, Morrisons and JD Williams. Continuing its commitment to quality and value, the firm is now launching new ranges of toys for 2011. The new lines are across a number of categories, including outdoor toys, pre-school toys, creative play, role-play, wheeled toys and nursery toys. The new collections will be on display at Toy Fair, along with the existing plush line.

WEST DESIGN PRODUCTS The hero product on the West Design Products stand is Creativity for Kids Make Your Own Lip Balm, suitable for ages seven and over. Combine the soft and silky lip balm base with a variety of flavours to create your own lip balms. Soften the base in a bath of warm water and then add the flavourings. Mix up fruity combinations and add a hint of colour too. Cosmetic tins can be decorated with layers of sticker designs and labels to house the balms. The kit contains five cosmetic tins, lip balm carrying case, lip balm base, three flavour colours – citrus, cherry and berry, sticker sheets, stir stick, spatula, melting container and measuring cup. West Design Products is now pleased to be able to offer an expanded range of products through the acquisition of a UK-based manufacturing company in August 2010. In addition to its wide range of Creativity for Kids kits, the firm can now offer children’s craft and activity packs such as a Princess and a Pirate Kit, reward charts, height charts etc. This, in addition to the distribution of Eberhard Faber branded lines, brings together a wide array of children’s art and craft products.

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BIGJIGS H39 Launching in 2011 are the 19 products making up the Bigjigs Road Range, including starter sets, road packs, accessories and more. The new Road collection has modern styling and a soft colour palette. The hero product is the City Road and Railway Set. Comprising of 103 pieces, this set seamlessly links Bigjigs Rail with Bigjigs Road to produce two play-sets in one. With a railway station, a car bridge, a level crossing, parking spaces, houses, shops, people and more. The road range launches with three roadway sets and special Link items, which allow the Bigjigs Road to be linked with the Bigjigs Rail to create a new world of imaginative play. The link feature means children can expand on items they already have or start with the roadway with the option to expand later. There are seven ‘link items’ already on sale in the rail range and more added in the road range. The new ‘Link Logo’ present on packaging informs of the special features. With new packaging and display stands available, the road range will have a strong presence in store. As with all of the Bigjigs Toys Collection, the new road range is fully tested to EN71 Standard and finished with non-toxic paints, stains and lacquers. Tested for ages three and over.

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May Show 17th - 19th May 2011 Toymaster would like to invite all Independent Toy and Model Retailers, both in the UK and Ireland, to attend the 2011 May Show. Over 100 suppliers will be in attendance at the Majestic Hotel, Harrogate, on the 17th - 19th May and we hope you are able to join us in making the most of the opportunities offered. For more details or to register, please contact Jo Skelton on Tel: +44 (0)1604 674477 Email jo.skelton@toymaster.co.uk

Retail Only Dedicated monthly retail coverage

News • Data • Opinion

AIS show returns in April Buying group exhibition returns to firm’s Midlands HQ, with sell-out already close by Ronnie Dungan THE THIRD Play-room at the Park show will be taking place on Wednesday 27th and Thursday 28th April 2011 at Cranmore Park, Shirley, Solihull. More than 85 per cent of available exhibition space has already been booked by suppliers in the 2,445 square metre main showroom. The buying group’s Solihull HQ makes it the most centrally located toy show for independent retailers and is free for buyers to attend. Parking, lunch and refreshments are also provided free of charge to visiting buyers.

Comment Page 218 Counter Insurgent offers his thoughts on Christmas spending in 2010 and the VAT increase...

Charts Page 219 All independent toy buyers are welcome to attend and registration is now open at www.cranmorepark.co.uk and by clicking on events. A short video of last year’s show is also available to view on the site. Companies attending last year included Flair, Playmobil, Ravensburger, Learning Curve and

many others, attracting in excess of 70 toy suppliers. The buying group, which formed when the demise of Youngsters shook up the independent retail landscape in 2008, says it has seen a healthy increase in membership numbers since last April and is confident that the show will be continue to cement its presence in the toy market.

Featuring WH Smith, John Lewis, Amazon, The Entertainer, Play.com and Mail Order Express...

New products Pages 220, 224 & 225 New launches from Grossman, Vivid, Scoobits, Wind Designs, Fiesta Crafts and many more...

VAT rise concern for retailers THE HIGH STREET is bracing itself for a slowdown in sales this year due to the VAT increase. A study by the Centre for Retail Research, in association with online shopping group Kelkoo, forecasts that consumers will spend an average of £324 less in 2011 because of the VAT increase. The report also revealed that the January sales are expected to boost spending by 1.6 per cent before the effect of the increase is felt. Thereafter, sales are expected to fall by £2.2bn in the first three months of the year. However, some retailers are expected to hold off on implementing the VAT increase, according to the British Retail Consortium. A spokesperson commented in The Guardian: “We’re not expecting the prices to shoot up overnight. For quite a period the effect of the VAT

The VAT rise is certainly being used as part of the promotion activity. Some are saying they will bear the cost of the rise.

rise will be lost amid the discounts and sales. “The VAT rise is certainly being used as part of the promotion activity that retailers are involved in. Some are saying they will bear the cost of the rise for people. They are effectively holding prices at the preVAT rise level as a promotion. “Over the next few months there is no question it will put up prices and retailers have been pointing this out as part of their efforts to make people buy.” The retail sectors expected to be hit hardest by the VAT rise, according to the Centre for Retail Research, will be petrol, housewares, specialist food, furniture, electricals, books and stationers/newsagents. The CRC claims that some 9,480 stores in these sectors could close during 2011 due to the VAT rise.

Hero Product Page 222 This month’s Hero Product is Tomy’s Big Auto Loader…

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HIGHSTREET COUNTER INSURGENT Dispatches from the retail front line... WELL THAT was a fun Christmas trading period wasn’t it? Weather so bitterly cold that people just didn’t want to go outside; snow causing chaos and of course, media scares about how we will all have less money in the coming years. Consumers who did spend, seemed to be more careful. Not the usual buying for little Johnny’s cousin twice-removed, who hasn’t been seen since last Christmas. The debit card opposed to credit card swing was staggering. Which means less commission (yippee), less things coming back to get the bill down (double yippee) and hopefully there could be more money to be spent in the first few months (cautious yippee). I have said for too many years now that too much stuff comes back after Christmas and

wouldn’t it be better if people bought less and it stayed sold. I haven’t even had to have an argument with anyone who has clearly broken something to get the money back this year. I almost missed it. Even the ‘Janet or John got two of these’ brigade didn’t come out in force. In the main, consumers spent only what money they had and only on what they needed. VAT. I am sure you, like me, are sick of those three bloody letters. Those of us who have to find the money to pay it hate it at the best of times, but talk about complete overkill by the media. What a load of fuss over nothing. My first 20 per cent transaction cost me 99p, same as the previous week, so I actually felt good as I saved two and half pence. Advertisers are going VAT crazy – ‘Pay no VAT’; ‘No VAT increases’ and the best of all – ‘We Will Pay Your VAT’. They

Advertisers are going VAT crazy. Maybe if they shut up about it, consumers won’t notice the difference. make it sound like they have a special deal not to charge it. Maybe if they shut up about it, consumers won’t notice. Worse still is the constant accusations from the media that retailers will use it as an excuse to put up prices and increase margins, nice thought but with so many other price increases the 2.5 per cent VAT increase is the last thing consumers should be worried about.

So what’s in store for this year? Smaller retailers are going to need support and understanding from suppliers. Those who are looking to raise carriage-paid need to think again and indies need those allocations of stock to be directed towards them. Toys are our lifeblood, we need them on our shelves to survive, unlike the spuds and Brussels sprouts brigade. Smaller, more frequent

orders will almost certainly be the ordering pattern. Reps and agents who last year found it hard to justify going out, are going to have to get out more, find smarter ways of dealing with customers or risk losing out or being forgotten. The best thing about this industry is that we all get together at Toy Fair, and see lots of new and exciting things to sell. We are filled with enthusiasm about toys and what we do and once again feel a little more hopeful for the coming year. After the hard slog last year, I for one need a good top-up this year and I firmly believe that London Toy Fair once again won’t disappoint.

PRICE CHECK: FEBRUARY 2011

Best of British (Drumond Park)

FEBRUARY 2011

Play-Doh Puppy Playtime Play-set (Hasbro)

Sylvanian Families Family Car, blue (Flair)

Thomas & Friends Whistle and Go (Tomy)

Little People Racing Ramps Garage (Mattel)

£21.97

£12.97

£19.97

£9.97

£29.97

£19.49

£13.99

£11.99

£13.99

£36.99

£29.99

£14.99

£16.99

n/a

£29.99

£14.00

£20.00

n/a

£30.63

£15.31

£20.42

£13.25

£30.63

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RETAILCHARTS The Entertainer

CHART DATE 04/01/11

Mail Order Express

Air Hogs Vectron Wave

Lalaloopsy Pillow Featherbed Doll

Nerf N-Strike Deploy CS-6

FlyTech R/C Dragonfly – Blue 27MHz

Star Wars General Grievous Spinning Electronic Lightsaber

Richard Hammond’s Blast Lab – Super Scien-Triffic

Alive Minis Tiger Cub

Bakugan 7 in 1 Maxus Helios

Silver Cross Ranger Dolls Pram

10 Jolina Ballerina 34cm Doll

Spin Master

Fisher-Price Farmyard Playhouse

MGA

Dareway 08 Silver Ride-on

Famosa

Hasbro

Dareway 08 Gothic Ride-on

Famosa

Character

R/C Cargo Train with Light

Hasbro

Lunch Box XB Pro RTR Electric 1:12 R/C Monster Van

Tamiya

Trends UK

XB Midnight Pumpkin

Tamiya

Wowwee

Digital 143 1:43 Mario Kart Wii Set

Carrera

Spin Master

XB Hornet

Tamiya

HTI

In the Night Garden Slumber Glo Bed

Zapf

CHART DATE 04/01/11

Johnlewis.com

CHART DATE 04/01/11 Mattel

Playmobil

10 Thomas Slumber Glo Bed

Yaffe Yaffe

CHART DATE 04/01/11

Play.com

Maxi Micro Scooter, purple

Micro Scooters

Nerf Clip System Darts (pack of 36)

Hasbro

Maxi Micro Scooter, black

Micro Scooters

Nerf: Flip Clip Refill

Hasbro

Mini Micro T-bar Scooter, blue

Micro Scooters

Nerf Dart Tag Furyfire 2 Pack Set

Hasbro

Mini Micro T-bar Scooter, pink

Micro Scooters

Crayola Bouncing Butterflies

Infrared J-Kart

Nikko

Match Attax 2010/11 Booster (ten packs)

Harry Potter Quidditch Lesson

Lego

Nerf N:Strike Longstrike CS-6

FurReal Friends Butterscotch Pony

Hasbro

Jigsaw Roll

Sewing Machine

John Lewis

3D Planets in a Tube Glow-in-the-dark

Honey Bake Kitchen Set

Le Toy Van

Peppa Pig Battery Operated Night Light

10 Sylvanian Families Car and Caravan

Amazon.co.uk 1

Bananagrams

Flair

CHART DATE 04/01/11

Vivid

Hasbro Paul Lamond

10 Buzz Lightyear Deluxe Film Replica

WHSmith.co.uk

Topps

University Games Characterland Mattel

CHART DATE 04/01/11

Winning Moves

Lego Star Wars Brickmaster

Nerf N-Strike Clip System 36 darts

Hasbro

Lego Atlantis Brickmaster

Scrabble

Mattel

Large Brick Box

Nerf N-Strike Longstrike CS-6

Hasbro

Large Gruffalo Plush

Sylvanian Families Blue Family Car

Flair

Sylvanian Families Applewood Cottage

Shopping List Game

Orchard Toys

Nerf N-Strike Maverick

Jumbo Porta Puzzle

Falcon

Toy Story 3 4-in-a-box Jigsaw Puzzle

Ravensburger

Nerf Dart Tag 36 Pack Darts

Hasbro

Star Wars Rebel Trooper Army Pack

Lego

Original Rubik’s Cube

Drumond Park

Lego Pirate Brickmaster

10 Crayola Supertips Washable Pack of 12

Vivid

10 Kung Zhu Giant Battle Arena

Dorling Kindersley Dorling Kindersley Lego Aurora Flair Hasbro

Dorling Kindersley Character

FEBRUARY 2011

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PRODUCTNEWS

Vivid unveils Moshi Monsters toys VIVID IMAGINATION’S Moshi Monsters toys are being launched this month. Based on the children’s online game, www.moshimonsters.com, the new toy range will demonstrate the collectability of the Monster characters and their pet Moshlings. Each product in the range features codes that can be redeemed for exclusive free ingame items. The range starts with Blind Bags, priced at £1.99, which include two collectable Moshling figures and a character card. The Collector Blister Pack (£4.99) includes

five Moshling figures. Also available is the Soft Toy Assortment (£6.99 each) and there is a Talking Monster (£14.99) to complete the range.

The collection will be supported with a marketing campaign, including TV and PR from launch. Vivid: 01483 449944

Gibsons expands My World range NEW FROM Gibsons are two additions to the award winning My World range for children. My Lotto is a multi cultural game, featuring facts about different countries and cultures, whilst My Dominoes features brightly coloured jungle animals. Both games contain tips for parents on extending play. The boxes feature a slot in the top, so kids can post the pieces and help with putting away. As with all Gibsons My World products, the new games

are planet friendly, having been produced in the UK on recycled board. The titles were developed in conjunction with child psychologist, Dr Amanda Gummer, ensuring they are appropriate for children at every level. My Lotto and My Dominoes are just two of the new products available from Gibsons in 2011. To view all of the firm’s 50+ new puzzles, games and playing cards, visit www.gibsonsgames.co.uk. Gibsons Games: 020 86618866

Wind Designs adds to Zing Air line-up A NEW addition to Wind Designs’ Zing Air line-up and launching this month, is the Popshotz Benda’ Blaster – a suction cup blaster. The air-powered Benda’ Blaster launches foam, suction cup tip darts around corners, up in the air or behind you. The latest blaster from the Zing Air line can also achieve curve shots and darts can be fired in excess of 30-feet and at a range of other angles. FEBRUARY 2011

The Benda’ Blaster includes four darts, an ammo clip for easy re-launch and removable sight. Recommended for ages eight and over. TV advertising for the Zing Air range will be coming to the UK soon. The products provide throwing, bouncing and jumping play and are targetted at a wide audience from age five and over for both boys and girls. Wind Designs: 0844 257 1180

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HERO PRODUCT

Tomy Play To Learn For 2011 Tomy is expanding its infant toy range, Play to Learn, with the introduction of an updated version of a classic Tomy toy – the Big Loader… The pre-school toy has been revamped and will now be sold under the Play to Learn brand as the Big Auto Loader. Set to launch at Toy Fair and available in store from January, Tomy believes the Big Auto Loader will build on the success of the previous version. The new Big Auto Loader is a large, brightly coloured, construction-themed play-set designed to appeal to pre-school children. The set has a unique play pattern, wherein a motorised chassis automatically swaps between loader, dump truck and digger. The Big Auto Loader allows children to take control of the

action, pressing switches to control the vehicles and their cargo of ‘rocks’. Like every toy in the Play to Learn range, the Big Auto Loader was designed with children’s cognitive and motor development in mind.

The Play to Learn range has been incredibly successful for us in 2010, showing double digit growth. Marketing Tomy will be supporting the Big Auto Loader with TV advertising set to commence at Easter, with a TV and online marketing campaign planned for the year with matching PR support. The range’s other key product Mr Colour Maker, the electronic colour mixing toy, was a bestseller for Tomy in 2010 and will once again

be advertised throughout autumn/winter through both TV and online channels, with sampling and experiential activity also planned. Marketing manager Antonia Rainbow comments: “The Play to Learn range has been incredibly successful for us in 2010, with double digit growth thanks to the continued success of established lines and the launch of highly successful innovative new toys such as Pic ‘N’ Pop and, of course, Mr Colour Maker. “Tomy is one of the most trusted brands on the market among parents of younger children and the success of Mr Colour Maker is proof that this reputation is translating into sales,” continues Rainbow. “Bringing back the Big Loader as the Play to Learn Big Auto Loader, is a signal of Tomy’s intent to cement its place as a favourite preschool brand for children and parents, and we are confident that it will give the Play to Learn range as a whole a valuable boost in spring 2011.”

Big Auto Loader is on TV at Easter…

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PRODUCTNEWS

Originolls set to hit the UK LITTLELYN ENTERTAINMENT is introducing Originolls – a set of doll characters designed to represent a ‘global village’. Product is aimed at girls from sixyears-old and over. The line consists of 15 characters: Ama, Bella, Gianna, Savannah, Miika, Narelle, Lena, Kioko, Lingsi, Carrie, Maddy, Kamilah, Blanca, Tatyana and Evalisse. Each character is brought to life with looks and styles, which girls can relate to.

The first of the fifteen series to launch in the UK, is the CupCakeCandy Collection. The 3.75” dolls are glossy in appearance with wobbling heads. Each is accompanied by two charms that reflect the

character and a dessert charm making up a jewellery piece. The dolls also come with dessert recipe cards from around the world. Originolls have launched in the US and are set to

launch in Europe for spring/summer. With rapid global interest, partnerships from international licensing partners and new collections already in the pipeline, Littlelyn Entertainment is confident about the range. The brand will be supported by social media, PR and viral marketing strategies. Littelyn is also planning and working on exclusive collections for London 2012. Littlelyn Entertainment: 07951 403787

Scoobits unveils scooter accessory SCOOBITS ARE one of the first scooter accessories available on the market. The characters strap onto handlebars, giving kids the chance to personalise their scooters. The straps on the characters are adjustable, so fit most scooter arm diameters and can also be attached to bikes, belt loops and school bags. The Scoobit USP is not identification of scooters, but personalisation. Whether they

Mookie expands arts and crafts portfolio MOOKIE IS launching the Createaway Easel to compliment its existing Createaway Sand & Water Play Table. The Createaway range is durable and has been designed to withstand the punishment of everyday play. The new easel from Mookie converts to a table and has clip-on pen holders and paint pots, so that everything is to

hand. The easel also features a magnetic surface, clips for securing paper and includes paints, brushes, pens, chalks and magnetic letters. Suitable for ages three and over, the easel, from the manufacturers of Swingball, is easy to transport and store. Mookie: 01525 722722

Gogo’s to launch as TCG Winning Moves adds MAGIC BOX International is launching a new Gogo’s Crazy Barbie game to offering Bones Trading Card Game. The TCG will complement the range of collectable figures and create a new way to play and collect Gogo’s. The game will feature 160 cards to collect, including 32 special prismatic leader cards. Packets of the game will contain six cards, including one special card and will be priced at 50 pence. A Starter Pack will also be available, containing a collector’s album for storing the cards, a full game guide, checklist and three packets of cards. The Starter Pack will be priced at £3.99. As with all Gogo’s Crazy Bones collections, an extensive marketing campaign will be in place to support the launch. This includes a TV advertising campaign, featuring 575 kids TVRs and product sampling via the Gogo’s Crazy Bones Comic. Magic Box: 01403 251286 FEBRUARY 2011

WINNING MOVES has added a Barbie game to its girls offering – Barbie Fashion City Board Game. As players travel around the board, they will start with some exercise, such as a tennis match, then stop off at the pool to cool down, before picking up the poodle from the vet. At the end of the activities, it’s time to start getting ready for a big night out in the city. But the game is not as easy as it seems. There are several symbols on the board, which players need to follow in order to have the most adventurous trip around Barbie’s Fashion City. Winning Moves: 020 7298 9500

choose the shark or the monster, children get the chance to make a scooter their own. Nine different badges can be collected and swapped with different coloured bands and new ranges set to come out regularly. The next collection to be launched is already in the planning, and will include designs for slightly older children. From there, the firm hopes to sign some licensing deals for further new offerings. Scoobits were designed by a mother-of-three. Clare Hartnell, co-founder, is a designer by profession and has been living the business start-up experience, making tough decisions on a tight budget. Hartnell has also applied to appear on the BBC’s Dragon’s Den. Scoobits: 07920 811890

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PRODUCTNEWS

HTI adds to licensed lines Firm launches new products to its successful JCB and Hello Kitty outdoor toy offerings… HTI PROVIDES a range of JCB vehicles, role-play, wheeled and outdoor toys. New for this month, is a JCB Foot-to-Floor Ride-on with detachable trailer. The new wheeled toy is suitable for children from one to three years old. The firm will also be adding to its range of Hello Kitty toys. The Hello Kitty Wide Ride Three Wheel Scooter features Hello Kitty designs and iconography. The scooter features extra wide foot plate, easygrip handles and a Kitty character front plaque. The new addition is suitable for children aged three plus. HTI: 01253 77888

The JCB line welcomes a new ride-on, while the Hello Kitty range is bolstered by fresh wheeled toys...

Mega introduces new IP THE WIDER launch of Mega Bloks’ new IP, Blok Squad, will take place in spring/summer. The world of Bloktropolis invites kids to join Blok Squad, which includes Fire, Police and Construction. The buildable range includes tier-one themes delivering vehicle play and character role-play.

Spring/summer will also see Mega Bloks expand its Dragon’s Universe line, Rise of the Predavors. The new theme ‘Not all Humans are good, not all Dragons are evil’, includes Dragon Riders and refreshed eggs. Mega will also introduce new QR technology on packaging and all products priced at £11.99 and

Grossman unveils new outdoor products THE ZHUZHU two-wheeled folding scooter is one of a range of new ZhuZhu lines being introduced by Grossman during 2011. Featuring a fold and lock mechanism and adjustable height setting, the scooter is durable and boasts PU wheels, ABEC bearings, secured steering, clip off grips, rear brake and ZhuZhu graphics. The Hello Kitty Igloo Tent is also new. The lightweight tent features graphics and comes with a fitted ground sheet. The tent can be used indoors or out. Recommended for children aged five and over, the Hello Kitty Igloo Tent joins the other items in the HGL Hello Kitty licensed range, which include a sleeping bag and seat. Grossman: 0141 613 2525

New puppets on offer for Fiesta Crafts NEW TO Fiesta’s puppet offering is a Spitfire with pilot hand puppet. The pilot’s arms can be moved and either attached to the control or used independantly. The child’s hand is placed inside the plane to animate the puppet. Also new to the portfolio is an Alice in Wonderland puppet and finger puppets set. The product includes a large soft fabric Alice with embroidered details, as well as finger puppet small Alice, Mad Hatter, White Rabbit and the Queen of Hearts. After play, the finger puppets can be stored in pockets on (large) Alice’s dress. Fiesta Crafts: 020 8804 0563

upwards will feature in pack CDs for kids to virtually explore the dynamic Dragons Universe. Mega Brands: 01844 350033

Revell brings Da Vinci to life AS WELL as being an artist, Leonardo Da Vinci was an inventor and engineer. He invented the submarine, irrigation systems and also developed the first prototype of the helicopter. Revell has developed the air screw helicopter, among other famous designs, for its new ‘Da Vinci’ range – a series of wooden model kits recreating the inventions. The collection also includes models of a crossbow, a winged flying machine, a hydraulic saw and a crane. All kits have a raw wooden look. Da Vinci’s inventions never existed beyond the paper he

drew them on. So in order to create the new collection, Revell analysed each of the inventor’s drawings, while also collaborating closely with the

National Museum in Milan to ensure the models were designed and produced as accurately as possible. Revell: 01442 890285 FEBRUARY 2011

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Richard Edward

0208 311 8888

RICHARD EDWARD is the UK’s only fully integrated manufacturer of games card, trading card and playing card products. With over 30 years experience, the firm provides manufacturing support to a number of major toy and games companies including Winning Moves, DeAgostini and Hasbro, working throughout the UK, Europe and globally. The company produces around 50 million packs per annum, with maximum flexibility to work around your schedules. Richard Edward holds several environmental credentials including the Carbon Smart certification, FSC, ISO 9001 and Investors In People, which all feed into its ongoing efforts to improve its overall

environmental performance, which offers awareness of the carbon footprint for both clients and the firm itself and how to take steps to reduce this in the future. The retail arm of Richard Edward, RedWood Cards, produced a product called Green Cards – a range of playing cards created using original illustrations. The firm claims Green Cards were the first cards to be made from 100 per cent sustainable and recycled materials. Building on the success of Green Cards, Redwood Cards is bringing Happy Families to market, following the sustainable values of the brand promise, ‘A better way to play…’ Happy Families is the first in a range of products, which offers diversification into traditional

games, re-worked and contemporised to offer relevance to the modern day family. Production features for Happy Families include FSC accredited board, UK production and vegetable-based-inks. As with Green Cards, Richard Edward has provided its own twist on an old favourite, by introducing handdrawn illustrations of its own, original characters. Richard Edward will be exhibiting at Spring Fair – Hall 5 Stand H58 and also at Nuremburg – Hall 10.1 Stand D22. For further information please contact us on: 020 8311 8888 or visit our website: www.richard-edward.com

ESDEVIUM GAMES SUPPLIER/MANUFACTURER

01420 593593 ESDEVIUM GAMES is the UK’s leading games and collectables distributor, with a wide range of high quality products from key manufacturers. The company’s games range from Hasbro and Mattel family classics, such as Cluedo and Scrabble, to modern award winning games such as Settlers of Catan and Carcassonne. Its wide collection of games means there is something for everyone.

Esdevium’s wide range of products also includes key collectables such as Pokémon, Club Penguin, Gogo’s Crazy Bones and Match Attax. The firm is the exclusive UK distributor of the Pokémon TCG, whose 2011 re-launch is set to be huge, with the highly anticipated Pokémon Black & White coming in spring. In addition to this, Esdevium offers an alternative in the

McLaren Mercedes and Renault F1 teams as well as Boeing Aircraft products. Esdevium provides an unmatched service with its ability to turn orders into next day deliveries and a large amount of in-house expertise on the products it sells.

construction field with its Cobi range. The Cobi offering includes

sets based on Military, Police, Fire and licensed sets for

Call 01420 593593 to make an order or have a chat about what Esdevium can offer you.

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TOY TALK

Gratuitous celeb freeloading, gratuitous ashes gloating, gratuitous litigation, plus an even bigger Toy Trust challenge….

Jon SALISBURY Observations from a toy industry survivor....

THE BATTLE lines between manufacturing and retailing keep on blurring. The internet has hastened the process and now bigger toy brands are gaining in confidence to launch their own stand-alone retail identities, Lego being the latest. Increasingly, manufacturers sell their products in their own retail stores and many of these appear to be in direct competition with indie retailers. PWI, or Partial Forward Integration, is where a manufacturer sells to consumer not only through independent retailers but also through its own stores and it looks like we will all have to adjust to this. It’s already been happening online for ages. Retailers are now used to manufacturers’ websites offering products for sale although the most old school who feel they may be treading on their customers’ toes use it as means to direct consumers to their retailers. But why be so shy? Enough retailers flog everything online. The cost of opening a bricks and mortar store to exploit the retail channel is an expensive route to market but simple cost is not the point here. To quote the SVP of Lego brand retail, Skip Kodak: “Our stores will enhance our consumers’ overall Lego brand experience through product variety, store design and regular hands-on family events.” In other words, it’s all about 3D. A recent study found that, when indie retailers compete against company stores, they charge higher prices and are more willing to engage in marketing efforts on behalf of the brand. Furthermore, when company stores and independent retailers compete in the same market, the company store charges higher prices and provides more marketing effort. Isn’t that a win win scenario? Toy sales proved to be pretty resilient in the eye of the credit crunch storm and an increase in toy prices can only be further welcome news. Don’t go spending all that extra cash too soon though. There's still likely to be many a slip twixt cup and lip.

PEPPERAMI ARMY MAYBE the late nights staying up watching Sky Sports had finally taken their toll, maybe it was the sheer euphoria of those three innings victories over the Aussies, but Cesar’s national account director Gary Wood thought it would be a good idea to send us these. Not sure if it’s actually him in there but the one we haven’t used, of the Cheryl Cole outfit, definitely wasn’t him.

GRATUITOUS CELEBS

PENT UP DEMAND TALKING of charity, those that managed to survive last year’s Toy Trust Triathlon, which featured running, cycling and a somewhat farcical raft race at the end, will be pleased to know that the next proposed fundraiser in June will be a pentathlon. Oh yes.

CHAPMAN ENTERTAINMENT joined over 60 celebrities including Tina O’Brien, Angela Griffin, Kimberley Walsh, Westlife, Olly Murs and Alexandra Burke in the Gifting Lounge at something called the Cosmopolitan Ultimate Women of the Year awards at Banqueting House, Whitehall, London. The stars helped themselves to a selection of Fifi and Roary products including Vivid’s Loada Race Day Truck and Tumbletot Fifi, Fifi and Roary rucksacks from Trademark Collections, a Roary Haynes Manual, Fifi and Roary Nintendo DS games from Avanquest, as well as Little Charley Bear plush toys.

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GOLD FOR GROSSMAN MARTIN Grossman is feeling pretty pleased that his Ozbozz My First Scooter was awarded a prestigious Gold Award by parenting site www.bizziebaby.co.uk. The scooter which adapts from a four wheeler, to a trike, to a two wheeler, was put through its paces by a number of testers and voted worthy of the parenting site’s top award. “This is such a great product, its flexible, adaptable and value for money, we are delighted to win Gold,” said the firm’s eponymous boss. “This excellent scooter is a wonderful way to encourage learning through active play,” said the site.

Nadim EdnanLaperouse, Managing Director Wow Toys

GET TROLLEYED FOR the seventh consecutive year, Barnardo’s has been nominated as the charity beneficiary of Toy Fair. The charity will have a stand (B75) featuring a presentation area that will enable it to demonstrate what it does. Three Barnardo’s London, East and SouthEast services – Ryde Extended Services, Heshima and Indigo Project – will be represented by providing displays of their work. On the last day of the show around 60 volunteers will undertake a trolley dash around the exhibition halls to

My Favourite Things

collect toys for the children’s charity. Volunteer exhibitors will set out their stalls full of toys and the trolley dashers will run around for 30 minutes collecting as many as possible. The toys will then be distributed to Barnardo’s services around London, East and South East (England). Last year the charity collected from over 180 exhibitors which included three complete exhibitors’ stands with the total estimated retail value being around £32K. Give generously. You’ll only have to pack it all away otherwise.

SUE EVERYBODY GIBSON Guitars attempt to sue WowWee over its Paper Jamz range ended badly for the Les Paul manufacturer, with the case dismissed at an early stage. Apparently, Gibson is well-known for its litigious nature within the musical instrument industry and for having very little success with any of it. In fact, if you haven’t been sued by Gibson you haven’t really arrived. We expect to get a letter ourselves now.

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Favourite album: What’s an album? If you mean a shiny silver disc, then Bjork’s Homogenic. ------------------------------------------------------------Film: To Kill a Mocking Bird. Love the morals. -----------------------------------------------------------------------------Book: Tall ships in the 1300s... Yeah, right. -----------------------------------------------------------------------------TV programme: Waking the Dead. Nothing to do with my libido. -------------------------------------------------Magazine: No lads mags - having a sniff at Grazia. --------------------------------------------------Holiday destination: Blackpool, when things get really bad. ---------------------------------------------------Pet: Cockapoo or Spoodle (that’s a fluffy mid sized dog). -----------------------------------------------------------------------------Heroes: Santa Claus. Just love the red outfit. -----------------------------------------------------------------------------Way to spend a weekend: Rolling around the floor with my wife. Oh and the kids. -----------------------------------------------------------------------------Game/toy: iPhone. Those apps become addictive. -------------------------------Tipple: Currently finding my feet in local ale. --------------------------------Food: Yummy roast leg of lamb, roasties and lots of jus. ---------------------------------Piece of advice: There is no such thing as the glass half empty.

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FEATURE PLANNER

MARCH 2011

APRIL 2011

Outdoor toys Science and educational toys Show reviews Toy of the Year award winners As summer (hopefully) approaches, we look at what’s new in the outdoor toy sector, along with a round-up of the launches in educational toys. The March issue also carries reviews of the London and Nuremberg Toy Fairs and a report of who won what at Toy of the Year…

Editorial deadline: Call for details Advertising deadline: February 11th

Boys’ market special Games and puzzles Kids’ magazines In April, we’ll bring you the lowdown of what’s hot in the boys’ sector for the coming months. We’ll also take you through what you should be thinking about stocking from the lucrative games and puzzles sector. Finally, we’ll look at the vast array of kids magazines on offer, so that toy firms can be sure their ads are in the right place and being seen by the right audience.

Editorial deadline: February 4th Advertising deadline: March 11th

FORTHCOMING EVENTS SPIELWARENMESSE February 3rd - 8th 2011 Nuremberg www.toyfair.de

SPRING FAIR February 6th - 10th 2011 The NEC, Birmingham www.springfair.com

AMERICAN INTERNATIONAL TOY FAIR February 13th - 16th 2011 Javits Center, New York www.toyassociation.org

PLAYWORLD MIDDLE EAST March 7th - 9th Dubai International Convention and Exhibition Centre www.playworldme.com

TOY RUSSIA March 16th - 18th Crocus Expo, Moscow www.toy-russia.com

KAZACHOK LICENSING FORUM March 31st - April 1st La Halle Freyssinet, Paris www.forumlicence.kazachok.com

ABRIN TOY FAIR (BRAZIL) April 13th - 16th Expo Center Norte, São Paulo www.abrin.com.br

TOY NEWS FIVES July 8th 2011 Powerleague, Barnet www.topcorner.co.uk

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

www.toynews-online.biz Editorial: 01992 535646 Advertising: 01992 535647 Intent Media is a member of the Periodical Publishers Associations

FEBRUARY 2011

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 2011 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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Delivering quality sales and profits in the Collectible, Creative and Preschool categories. See us at Olympia Stand G10 or Nurnberg Stand 4B25 tel +44 (0)1285 762039 email sales@tt-holdings.com or visit us online at www.treasuretrovetoys.co.uk