ToyNews Issue 100 December 2009 by Intent Media (now Newbay Media Europe)

Issue 100

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

INSIDE…

DREAM TOYS REACTION The industry gives its view on this year’s Christmas toy lists

PLAY IT AGAIN SAM Character and Hit team up for a new Fireman Sam toy range

ALL I WANT FOR XMAS The licensing industry hands over its Christmas wish list

POCKET MONEY PICKS Playground crazes and pocket money toys in the spotlight

December 2009

Contents

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

REGULARS Samantha Loveday Associate Editor

News

Appointments

Exclusive NPD analysis

TV ad spend data

TV ratings

Campaign of the month

Samantha.loveday@intentmedia.co.uk

COMMENT Katie Roberts Deputy Editor katie.roberts@intentmedia.co.uk

Adrian Miles Advertising Manager Adrian.Miles@intentmedia.co.uk

LICENSING 20

News

Christmas wishes

Fireman Sam returns

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

Jon Salisbury Contributor

FEATURES

jon@wotkidzwant.com

Drumond Park

Industry Services

Playground Crazes

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

Editorial: 01992 535646 Advertising: 01992 535647

RETAIL 50

Retail Opinion

Counter Insurgent

Price Check

Retail Charts

New Products

Hero Product

Intent Media is a member of the Periodical Publishers Associations

AUDITED CIRCULATION: Average Net Circulation: 6,011 July 1st 2008 to June 30th 2009. www.toynewsmag.com ■ ToyNews has 100% named circulation and 0% duplication.

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Contact Lesley Blumson Telephone: 01992 535 647 Email: Adrian.Miles@intentmedia.co.uk

THE FIRST CENTURY

IT’S FULL steam ahead at Intent Towers at this time of year. Our focus is on our trade show issues in January and February, which, like it was last time, is on course to the be the biggest trade read around the shows. But among all the planning and work that goes into the next few issues and the general hectic nature of the schedule, we should pause for a moment to mention the fact that this issue of ToyNews is the 100th since Intent Media bought the title back in 2001. Everybody in the trade knows and appreciates that since then we have brought trade publishing in the toy sector kicking and screaming into the 21st century. Audited circulation, NPD data, marketing stats, online publishing, daily email news, dedicated licensing coverage and improved design and content are just some of the things that we have given the trade since we relaunched the title. And of course, huge amounts of blowing our own trumpet. But hey, we think it’s something positive that’s worth shouting about and we will continue to do it as long as we continue to innovate. Here’s to the next 100.

Dream Toys this year seems to have produced an afterglow well beyond the usual 48-hour period Toys are grabbing quite a few headlines in the media at the moment. Dream Toys this year seems to have produced an afterglow which has lasted well beyond the usual 48-hour period after the event. And Character seems to have a genuine bona fide Christmas ‘must have’ toy on its hands with its Go Go Hamsters (or ZhuZhu Hamsters as they will be known next year). News of shortages never does any harm of course and the media has been awash with a story based on some research from one analyst which featured in the Evening Standard who says dipping Chinese exports will mean a dearth of toys on the shelf this year. I don’t think he quite factored in the £350-400m worth of toys sold through Woolworths, but it is good to know toys still matter enough to make real headlines. No such thing as bad publicity, after all. Ronnie Dungan ronnie.dungan@intentmedia.co.uk

NEWS

Grant defends Dream Toys selection TRA head responds to whispering campaign over Dream Dozen choice by offering to give up chairmanship by Ronnie Dungan TRA CHAIRMAN Gary Grant has hit back at claims that this year’s Dream Dozen selection was influenced by stocking decisions within his own Entertainer stores. For the first time in a number of years the overall top 12 contained nothing from Mattel, but saw Lego return with its Lego Games range. Several voices within the trade have noted that Mattel is not in Entertainer stores this Christmas, while Lego is. Grant responded to the claims by offering to resign if members of the 12-strong selection committee felt he was unduly influencing the decision on the final list. “If anybody really believes that I would severely disadvantage a manufacturer in such a way then they’re clearly don’t know me or it’s just sour grapes. As far as I’m concerned there’s no case to answer,

It was a list agreed by everybody around the table. Were the selections wrong?

but I’m happy to be accountable. “This is not a closed committee and it’s never a six/six vote with me having the casting vote. The chairman has to lead the meeting but I don’t unduly influence it. “It was a list agreed by everybody around the table. And I would say to people ‘in hindsight, were the selections wrong?’ “We seriously would welcome input from the whole of the industry. If you want to influence it, get involved. We are represented from top to bottom in terms of the size and style of retailing. Toys R Us and Argos were not on the committee, but they were asked.” Toymaster’s Paul Reader, also part of the selection committee, added: “It’s unfair of suppliers to suggest that just because Gary has a trading issue with one supplier, it would influence the selection.” TRA: 08707 537437

Toy Fair close to selling out TOY FAIR event manager Simon Pilling says the move to Olympia has ensured the event is all but sold out and has welcomed back nearly half of the exhibitors that stayed away last year. “The move to Olympia has been extremely positive,” Pilling commented. “The announcement of the move at this year’s Industry Awards was met with a cheer and a round of applause and, ever since, the exhibitors and visitors have expressed favour with the move. “This has also been bolstered by the number of exhibitors that have booked for the fair and the fantastic news that pre-registered visitor numbers are higher year-on-year. “I can say with almost certainty that the Grand and West Halls will be completely sold before the year is out, which is an amazing achievement in such a difficult climate. The percentage of exhibitors showing in 2010 that didn’t exhibit in

DECEMBER 2009

2009 is currently at 36 per cent and estimated to exceed 40 per cent for Toy Fair 2010. “Familiar names such as Mookie, Treasure Trove, IMC Toys, Seager, Toy Brokers, Ultimate Products and Revell to name but a few are making a return after a break. “We’re also welcoming, amongst others, Wild & Wolf, Kriya, Wind Designs, Papo and Ultimate Products who are new to Toy Fair.” Pilling says the atmosphere of the show will remain true to the spirit of

Toy Fair’s past, with 2010 stands matching the look and feel of previous years. “Toy Fair is predominantly a spaceonly exhibition. At Toy Fair 2010 approximately 85 per cent of the space is devoted to the creativity of the space exhibitors. “The designers and creative teams have always done a sterling job creating imaginative stands that are key to the look and feel of Toy Fair. Exhibitors’ space requirements generally vary event to event and 2010 will be no exception. Some exhibitors have taken more space, some less, but the look and feel of the event will be Toy Fair through and through. “I don’t doubt that the 2010 stands will certainly follow the creative flair of previous years if the rumours and preliminary designs are anything to go by – but we invite you to come and see for yourself.” www.toyfair.co.uk

Spring Fair fills toy hall FORTY NEW exhibitors have taken stands in Toys & Party (Hall 5) at Spring Fair, with nearly 300 already booked in. The hall has rebooked “fantastically well”, according to Emap Connect Home & Gift event director Nick Davison. He said: “As a result, we have had to allocate more space for manufacturers and distributors who want to sell their toys and partywear into gift shops as well as traditional toy and party retailers. “The majority of our visitors simply don’t attend mainstream toy fairs, so it’s an opportunity for suppliers in Toys & Party to do business in a market they would not have previously served.” Exhibitors new to Hall 5 will include Alpha Toys, Animaland, Bear League, Creative Education of Canada, Fun Shack, Interplay, Imagination Games, Giant Microbes, Magical Playtimes, Nici, Tailten Games, Interplay, Oaktree, Oxford Diecast and Walltastic. “We are very proud of this sector and our exhibitor target is being exceeded week after week,” added Nick Davison.

www.springfair.com

NEWS

www.toynewsmag.com

Trade bemused by ‘shortage’ stories… MEDIA REPORTS talking of a dearth of toys on shelves this Christmas have been refuted by suppliers and retailers A report in the Evening Standard based on research from analyst Ian Hartnett from Abosolute Strategy, said Chinese toy exports were at their lowest for 12 years and that German and French stock levels were at 20-year lows. Although the report did not have any stats for the UK market, according to the Standard “there is no reason to doubt it’s similar over here”. Other media outlets have picked up on the story and attempted to create an ‘official’ toy shortage. Trade commentators, however, have hit back at the news reports. The Entertainer MD Gary Grant said simply: “What a load of codswallop. I was interviewed by the BBC recently and six times I had to repeat myself that there was no shortages. They’re trying to make something out of nothing.” “We’ve found everybody has been a little more conservative this year,” said Character Options marketing director, Jerry Healy. “It looks like it’s a year where we will end up with relatively clean shelves and warehouses come Christmas Eve. “I don’t think it’s a bad thing at all. Anything that encourages consumers to buy early is good for the industry.”

(clockwise from left) Jones, Healy and Reader.

Kevin Jones, managing director of Spin Master UK, said: “I am sure there will be shortages on certain items that are a surprise versus expectations. Taking a broader view I think that manufacturers have been generally cautious due to the economy and not knowing the impact of having no Woolworths. And retailers have found it difficult to predict the level of sales that they would pick up due to not having Woolworths. The combination of the two is having an impact on overall

supply levels in my opinion.” Paul Reader, product selector at Toymaster added: “As far as Toymaster is concerned, no doubt certain hot lines will be short, which is normal. The average independent stocks 7,000 different toy lines and they will all be full of toys. We believe we’ve got plenty of stock. “Suppliers have been cautious and not brought in the numbers but what we’ve missed is the £345m worth of toys that Woolworths used to sell. That’s a fair few containers.”

Nikko continues comeback

R/C SPECIALIST Nikko is continuing its re-emergence and has revealed details of its new spring/summer range. The J-Kart is described as a ‘comic-styled’ Kart with the ability to fly. It will be available in three different colors, and frequencies, so kids can go head to head. The unique suspension system gives the Kart full grip when driving, increasing the speed makes it drift and with even more power the Kart will fly. The Octo 360 is able to drive against the wall, flip over, drive upside down, and even does 360 degrees spins and is powered by a 6V NimH Battery pack. The Gyro Hawk is a mass market item, which claims to be the easiest Helicopter in the world to fly with an auto correct facility. FOB orders will be handled by Nikko’s office in Hong Kong and a dedicated sales manager for the UK has been appointed. Elian Leemans, who has been working in the European headquarters of Nikko for seven years, will be the UK’s main contact person. TV campaigns are planned for JKart and for one of Nikko’s best sellers; the unique Voice Heli, a helicopter which can be controlled with Voice Commands. Launch is planned for TV in the spring. Nikko: 0031 765 480 600

…But try getting a hamster CHARACTER SEEMS to have a legitimate ‘must have’ Christmas hit on its hands with its Go Go Hamsters line. The line has been picked up by the media, (with one radio report devoting 15 minutes to the toy last week) since its appearance at Dream Toys and the firm says that it is struggling to keep up with demand for the range.

“As soon as we saw an uplift, we were trying to maximise the stock we were bringing into the market and we’re trying to bring in every piece we can get our hands on,” said Jerry Healy. “It’s a great product. It ticks all the boxes – it looks great on TV, the price range is £5-£20, which is not unaffordable and it is very collectable too.” Character: 0161 633 9800

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BOOKMARK US TODAY DECEMBER 2009

DREAM TOYS 2009

Dream Toys 2009 The industry’s annual last quarter Dream Toys showcase places it squarely in the media spotlight and generates some much needed positivity for the trade. This year’s event was no exception and was described by some as the busiest ever. ToyNews offers a full run-down of those all-important lists, plus some reaction from those who were there… The Dream Dozen

Boys

Games

Construction

■ Bakugan Battle Pack (Spin Master)

■ Gator Golf (Hasbro)

■ City Garage (Lego)

■ Battle Strikers Starter Set (Mega Brands)

■ Jenga (Hasbro)

■ Star Wars Echo Base (Lego)

■ Ben 10 Alien Force Kevin’s DX Action Cruiser (Bandai)

■ Logo Game (Drumond Park)

■ Duplo Feeding Zoo (Lego)

■ Lego Games Minotaurus (Lego)

■ Bendaroos Mega Pack (Spin Master)

■ GX Racers Tightrope Terror (Flair)

■ K’Nex Amusement Park Series (Tomy)

■ GO GO Pets Hamsters (Character Options)

■ H.M Armed Forces Tank (Character Options)

■ GX Racers Tightrope Terror (Flair) ■ Kidizoom Multimedia Digital Camera (V-Tech)

■ Gormiti Guardian Creature (Flair)

■ i-Bladez Flightstick and Salvation 3D Helicopter (Bladez Toys)

■ Monopoly City (Hasbro) ■ Bop It (Hasbro) ■ Peppa Pig Tumble and Spin (Jumbo) ■ Pictureka Flipper (Hasbro) ■ Lego Games Ramses Pyramid (Lego)

■ LEGO Games Minotaurus (Lego)

■ Nerf Raider Rapid Fire CS-35 (Hasbro)

■ Monopoly City (Hasbro)

■ Screature (Mattel)

■ Topsy Turtle (Hasbro)

■ Princess Peppa’s Palace (Character Options)

■ Star Wars Clone Wars Ultimate Blaster (Hasbro)

■ Uno Moo (Mattel)

■ Sylvanian Families Caravan (Flair)

■ Transformers Movie 2 Deluxe Figures (Hasbro)

■ Transformers Movie 2 Voyagers Figures (Hasbro)

Girls ■ Animagic, Peanut the Playful Puppy (Vivid)

■ Rubiks 360 (Drumond Park)

■ MagNext System Deluxe (Mega Brands) ■ Play ‘n’ Go Table (Mega Brands) ■ Police Seaplane (Playmobil) ■ Power Miners Titanium Command Rig (Lego) ■ Pyramid (Playmobil) ■ Spykee Micro (Meccano) ■ Star Wars Darth Vader’s Tie Fighter (Lego) ■ Tuning RC Carbon style Car (Meccano)

■ Transformers Movie 2 Voyagers Figures (Hasbro)

Pre-School

Creative

■ First Steps Walker (V-Tech)

■ Ben 10 Hero Identity Station (Flair)

■ Baby Annabell 2009 (Zapf )

■ Fisher Price Let’s Get To Work Manny (Mattel)

■ Bendaroos Mega Pack (Spin Master)

■ Barbie & The Three Musketeers Corinne Doll (Mattel)

■ Stack n Surprise Count n Build Snail Pail (Mattel)

■ Crayola 3 in 1 Sticker Studio (Vivid)

■ Cicciobello Love ‘n’ Care (Flair)

■ In The Night Garden Sleepy Time Igglepiggle (Hasbro)

■ Fluffy Goes Walkies (Vivid) ■ FurReal Friends Lulu My Cuddlin’ Kitty (Hasbro) ■ GO GO Pets Hamsters (Character Options) ■ Pony In My Pocket Pony Arena (Corinthian) ■ Liv Dolls Assortment (Spin Master) ■ Sally Doll (Zapf ) ■ Sylvanian Families - The Caravan (Flair) ■ Sylvanian Families - The Pleasure Boat (Flair)

DECEMBER 2009

■ Kidizoom Multimedia Digital Camera (V-Tech) ■ My First Remote Control Thomas (Tomy) ■ Postman Pat Vehicles (Character Options) ■ Princess Peppa’s Palace (Character Options) ■ Tag Reading System (Leapfrog) ■ Night Night Timmy (Vivid) ■ Waybuloo Peeka Lau Lau (Mattel) ■ The WotsWots Zoom Along Plush (Hasbro)

■ Crayola Glo-station (Vivid) ■ Aqua Beads Carry-Me Compact (Flair) ■ Glo Doodle (Spin Master) ■ In The Night Garden Aquadraw (Tomy) ■ Let’s Cook Fruit Factory (Character Options) ■ Paperoni Deluxi Studio (Spin Master) ■ Play-Doh Magic Swirl Ice-Cream Shop Playset (Hasbro) ■ Toobie Woobies (Flair) ■ U-Create Music (Mattel)

DREAM TOYS 2009

www.toynewsmag.com

The reaction Charlotte Bird, PR associate director for pre-school, boys and games, Mattel “We were pleased to see Waybuloo in the pre-school list and have had some great coverage in the run up to the event. Despite not being in the Dream Dozen, it’s always worth our while being here.” Melissa Wallace, marketing manager, Lego “Our stand hasn’t been as busy this year, but we were thrilled to have a Lego game in the Dream Dozen. We were a bit disappointed that there weren’t any construction toys in the top 12 and there did seem to be a heavy focus on boys, but other than that, we thought the list worked well.” Sarah Greensall, national account manager, Jumbo “The event was a really good experience for us and I think we have seen more people this year and have got the product into more areas. I’ve been really happy with the coverage we received, we’ve got everywhere we wanted to be, including broadcast, both TV and radio, the national press, trade and consumer. We also got some coverage on GMTV, which we were delighted with.” Ken Goodison, senior brand manager, boys toys, Hasbro “We’re really pleased to have two in the top 12. We were perhaps expecting Nerf to make it onto the list as it has been fantastic this year, but we are happy with the two we had. I think the attendance for us has been on par with previous years, and it certainly works for us. The press have stuck to the top 12 in the main, but it looks like there will be plenty of coverage.”

Jerry Healy, marketing manager, Character Options “The event has been great for us, it’s not as early as usual this year, so I think people are more inclined to talk about Christmas. Having two in the top 12 is great. Go Go Hamsters has been fantastic for us. We knew it was a great product, but we never anticipated how strong it would be. Stock is not even touching the sides. “Armed Forces in the top 12 would have been great, but we are happy anyway. You can’t have it all. The range has enjoyed a few very very strong weeks, especially with the big box items in the run up to Christmas.”

Peter Brown, MD, Flair “We are delighted to have two products in the top 12. I think the list this year is an indication that consumers react differently in times of recession and our products seem to be resonating with them at this time. We have never seen it as busy as it has been this year. I think people like to see good news at times like this and toys bring a good news story to the agenda. “Like all of these events, Dream Toys works particularly well if you are featured in the top toys list as you then have a captive audience. But it is also up to you to create something that people will talk about and pull the media onto the stand.”

Vicki Elmer, marketing manager, Corinthian “The show has been good for us, it’s our first time here, so we are really pleased to be here as it gets us onto people’s radar. We didn’t expect to make the main list. When products like Sylvanian Families are in your category, with 25 years heritage, you can’t expect to compete. But we were more than happy to be represented and recognised in the girls list. “We have pulled people onto our stand. We don’t have products that ‘do’ anything, but if you work for it, you can still find something that will interest the press.” Harold Chizick, VP of global communications and promotions, Spin Master “We have been so fortunate with global growth as a company. Our first satellite office was the UK and Stuart [Picton] and his team have done a great job in making the products permanent staples in the British toy market. “We have been extremely impressed with the media turnout, it covers a gambit of press. I have been to many of these shows in the US, Canada and across the world and I think this is the best executed one I have ever attended. The organisers get the media here year after year, both in huge quantity and in great quality.”

Gary Grant, chairman, Toy Retailers Association “The event has been fantastic, it really has been an exciting day. There’s been so much more optimism than last year. There was so much uncertainty a year ago. I certainly don’t think we are out of the woods yet, but there is more confidence and positivity in the industry and that can be felt in the hall today. “The selection this year has a much more robust feel to it and the pricing reflects a year of caution. At times like these, people tend to prefer tried and trusted toys and brands. I think this extends the value of toys and people are realising that value is about getting more hours of play per pound, rather than just price. “This year has seen an outstanding attendance from the press too, so we are delighted with the day.”

DECEMBER 2009

APPOINTMENTS

INDUSTRY MOVES Argos reshuffles its buying team, Famosa boss moves to Bandai and there are two new faces at Leapfrog... FROM LEFT: Wendy Munt, Alison Harrison and Jigna Pajwani

Argos has changed its buying team, with Wendy Munt moving to the Freetime buying area and Alison Harrison replacing her as buyer for Girls Toys, Arts and Crafts and overseeing outdoor toys. Bandai has recruited Famosa’s UK MD, Clive Smith, as its new commercial director. Smith will join the firm at the start of the new year after a five-year stint at Famosa. Prior to that he had held senior positions with Lego, Waddingtons, and Jakks Pacific. Julian Boyers, MD of Bandai UK, said: “We are delighted to welcome Clive to the company. The team at Bandai UK has had increasing success over the last three years and we intend to build on that. To do so, we needed to recruit a talented individual to strengthen our business going forward.” Leapfrog has recruited Jigna Pajwani as its new business analyst and national account manager. She joins from Sony Pictures Europe, where she held the title of European retail operations analyst. Pajwani’s new role is focused on

APRIL 2009

driving the business forward and will be reporting to the sales director. Despite being her first role in the toy industry, Pajwani brings extensive business knowledge and experience, having worked for a number of large corporations including Habitat. The second new addition to the Leapfrog team is Alison Coates, who joins Leapfrog as its national account manager. Coates joins with several years’ experience in the toy industry, including six years at Vivid where she held a number of positions in sales and marketing. These roles included senior brand manager for Bratz and national account manager for MGA and Vivid toy divisions. Her most recent role was for housewares company DNC as national account manager in the children’s licensed products division. Coates commented: “I am very excited to be joining LeapFrog at an exciting time of product innovation for the company. The teams are dedicated and hard working, yet retain a great sense of humour.” Former Scholastic Media director, Rachel Bader, to head up packaged

goods and promotions at Chorion. The firm has further expanded its licensing team by hiring Bader as its licensing director for packaged goods and promotions. Bader will be responsible for maximising the revenue and exposure generated by Chorion’s portfolio for the Americas. Maps Toys has appointed Evolution PR toy industry specialist to head up its consumer drive. Will Sharman, head of sales for the company, commented: “Maps Toys has some great concepts to offer for the New Year and it is our intention to shout about them, not only to the trade, but to the public, too. “Yummy Dough is one such product that has rave reviews and is unlike any other on the market.” Turner CN Enterprises has added three new recruits to its team. Lindsay Pearl joins the business as territory manager for Central Eastern Europe, Greece and Turkey from Hit Entertainment. Based in London, Pearl will be responsible for managing the development of Turner CN Enterprise's licensing programmes,

working with agents ELC, LDI and Hellas Press. In addition, Stefano Salis joins TBS Italia as the new territory manager for Italy. He arrives from Jetix Europe, where he was responsible for consumer products. Based in Milan, Salis will work alongside the newly appointed licensing assistant Margherita Vecchio. Finally, Howard Clare has been recruited on a consultancy basis to manage the licensing strategy for CNN across EMEA. Clare, who set up his own consultancy in January, has worked on brand extension programmes for a number of brands including The Daily Telegraph, Aston Martin, Jaguar, Saab, Ford and Harley-Davidson. All of the new recruits will report directly to commercial director for licensing EMEA, Maria Rosaria Milone. If you are expanding with new recruits, re-staffing a key position or promoting or reorganising internally let us know about it. SEND YOUR RECRUITMENT NEWS TO: ronnie.dungan@intentmedia.co.uk or call 01992 535646

NPD RESEARCH

Retail Sales Trends

Properties

Supermarkets kick start Christmas selling season WITH CONSUMERS thoughts turning towards Christmas and retailers preparing for the busiest time of year, October has been an interesting month for the UK toy market. Many of the major grocers have run half price toys offers to encourage shoppers to purchase in store, as well as remind consumers that toys can be purchased with their weekly food shop in the run up to Christmas. Overall toy sales in October have increased versus September as the combination of half-term and the launch of several Christmas ranges kick in. One category that has seen positive movement in the last month is Plush – mainly driven by pre-school licences. These are very important to the Plush category, accounting for 44 per cent of value (making it the strongest licensed category outside of Action Figures) with licences aimed at children under the age of five key to success. The top selling Plush license YTD is In The Night Garden, which stands head and shoulders above all others. However, in the last few months a number of new licences have made an impact on the market and top sellers list. Waybuloo launched into plush at the end of September and has dominated the best sellers list with the Waybuloo Small Plush Assortment the top selling item in units for the last four weeks (Sept 27th – Oct 24th 2009). Timmy Time items continue to sell well and it

Sales (value, year to date)

YTD 2008

YTD 2009

851,412,000

769,285,100

Source: NPD

DECEMBER 2009

-10%

September 2009 (by value) 1. BEN 10 2. TRANSFORMERS 3. STAR WARS 4. THOMAS AND FRIENDS 5. PEPPA PIG

Best Property Progression has already reached the sixth largest licence in Plush YTD September 2009. Another new launch has been Character Option’s GoGo Pets Hamster Kit. This item was chosen as one of TRA’s Dream Toys for

The Toy Story Talking Woody figure is the most popular line, having been in the top 15 best sellers for the last four weeks. After the launch of TRA’s Dream Toys listing, the industry will be

The plush category has seen a lot of movement over the past few months. Pre-school licences now account for 44 per cent of value in the sector, with In The Night Garden, Waybuloo and Timmy Time all performing strongly. Christmas 2009 and is making steady inroads, having continually been in the top ten best selling items for each week of October. Action Figures also enjoyed a strong month, with both Ben 10 and Transformers continuing to perform well. Toy Story figures have had a resurgence, meanwhile, as the original Toy Story film was rereleased in 3D in October.

holding its breath to see what toys capture children’s imaginations this year and if this can translate into sales. The expectation is for an improved Christmas performance after last year and the challenging economic conditions so far in 2009. If the excitement which was created around the Dream Toys event is to be believed, it will be a very Merry Christmas indeed.

Average Price

UK Toy Sales

Top 5 Properties

Sept 08: £6.17

Sept 09: £5.46

September 2009

Toy Story The re-release of the original film in 3D has reignited interest in the Disney/Pixar brand - and toy licensees are certainly among those benefitting from the increased exposure.

Best Item Progression September 2009

Hot Wheels Shark Bite Bay Play-set, Mattel The popular boy brand continues to sell strongly, with the play-set moving up from 881 in August to 85 in September.

NPD RESEARCH

www.toynewsmag.com

Retail Sales Trends UK SEPTEMBER 2009 (£ SALES - VALUE)

UK SEPTEMBER 2009 (UNIT SALES - VOLUME)

FIRST STEPS BABYWALKER

VTECH

HOT WHEELS BASIC CAR ASSORTMENT

KIDIZOOM CAMERA

VTECH

LITTLEST PET SHOP GET THE PETS

HASBRO

BEN 10 ALIEN FORCE 10CM FIGURES

HASBRO

TRANSFORMERS MOVIE DELUXE FIGURES

STAR WARS CLONE WALKER

HOT WHEELS BASIC CAR ASSORTMENT

SMART TRIKE PLUS GIRLS

BABY ANNABELL DOLL

BAKUGAN STARTER PACK

CARS VEHICLE ASSORTMENT

BANDAI

PLAY DOH SINGLE TUB

HASBRO

CARS VEHICLE ASSORTMENT

MATTEL

LEGO

BEN 10 ALIEN FORCE 10CM FIGURES

BANDAI

MATTEL

MATCHBOX 1 75 MINATURES

MATTEL

MOOKIE TOYS

12 COLOURED PENCILS

CRAYOLA/VIVID

ZAPF CREATION

SUPER TIPS BRIGHT 12

CRAYOLA/VIVID

SPIN MASTER UK

TRANSFORMERS MOVIE LEGENDS ASSORTMENT

BAKUGAN BOOSTER PACK

MATTEL

HASBRO SPIN MASTER UK

UK SEPTEMBER YTD (£ SALES - VALUE)

UK SEPTEMBER YTD (UNIT SALES - VOLUME)

BEN 10 ALIEN FORCE 10CM FIGURES

BANDAI

HOT WHEELS BASIC CAR ASSORTMENT

MATTEL

KIDIZOOM CAMERA

VTECH

CARS VEHICLE ASSORTMENT

MATTEL

FIRST STEPS BABYWALKER

BAKUGAN STARTER PACK

5 6 7

SMART TRIKE PLUS GIRLS

BEN 10 ULTIMATE OMNITRIX

STAR WARS CLONE WALKER

BEN 10 ALIEN FORCE 15CM DNA FIGURES

VTECH

BEN 10 ALIEN FORCE 10CM FIGURES

SPIN MASTER UK

GOGOS III EXPLORER PACK

HOT WHEELS BASIC CAR ASSORTMENT

MATTEL

PR JUNGLE FURY FIGURES

BANDAI

CARS VEHICLE ASSORTMENT

MATTEL

BAKUGAN BOOSTER PACK

SPIN MASTER UK

MOOKIE TOYS

BEN 10 FIGURES 10CM ASSORTMENT

BANDAI

GOGO CB EVOLUTION BOOSTER

LEGO

LITTLEST PET SHOP GET THE PETS

SUPER TIPS BRIGHT 12

BANDAI

BANDAI MARTOMAGIC

BANDAI MARTOMAGIC HASBRO CRAYOLA/VIVID

NOTES: All participating NPD retail data suppliers provide weekly data via EPOS systems. NPD figures are not projected to represent non-participating retailers but provide 100 per cent of the sales from participating stores. EPoS sample includes the following retailers: 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%

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ADVERTISING TRENDS

MARKETING SPEND ANALYSIS MONTHLY SECTOR SPEND MONTH SUB MARKETS

NOV-08 SPEND* (£)

DEC-08 SPEND* (£)

JAN-09 SPEND* (£)

FEB-09 SPEND* (£)

MAR-09 SPEND* (£)

APR-09 SPEND* (£)

COMPUTER/ELECTRONIC GAMES

£16,399,769

£12,143,356

£1,635,060

£3,328,213

£4,191,499

£4,428,238

TOYS & GAMES/PRESCHOOL/LEARNING AIDS

£10,737,054

£3,393,653

£500,683

£1,272,725

£1,696,079

£2,431,837

TOTAL (ALL)

£27,136,823

£15,537,009

£2,135,743

£4,600,938

£5,887,578

£6,860,075

15.19%

10.93%

0.80%

-13.11%

-20.00%

-28.26%

YEAR ON YEAR DIFF %

MONTHLY ADVERTISING SPEND (12M TO OCT ‘09)

COMPUTER GAMES/ELECTRONIC GAMES TOYS & GAMES/PS TOYS & LEARNING AIDS

SECTOR

COMPUTER GAMES / ELECTRONIC GAMES

63%

TOYS & GAMES / PRE-SCHOOL / LEARNING AIDS

37%

TOTAL (ALL)

100%

Hasbro has retained its fourth position in the chart this month...

ADVERTISING TRENDS

www.toynewsmag.com

Our monthly marketing analysis page looks at TV and press advertising spend. The information from Billetts (formerly Thomson Intermedia) accurately monitors actual discounted spend across the media, as opposed to quoted ratecard figures and offers comparisons with rival sectors as well…

*Discounted MAY-09 SPEND* (£)

JUN-09 SPEND* (£)

JUL-09 SPEND*(£)

AUG-09 SPEND* (£)

SEPT-09 SPEND* (£)

OCT-09 SPEND* (£)

TOTAL SPEND* (£)

£3,818,533

£4,617,387

£3,358,066

£2,039,982

£4,300,981

£7,303,130

£67,564,214

£1,773,351

£809,642

£803,129

£2,261,174

£3,860,148

£7,257,059

£36,796,534

£5,591,884

£5,427,029

£4,161,195

£4,301,156

£8,161,129

£14,560,189

£104,360,748

-28.32%

-29.58%

-37.96%

-26.05%

7.12%

-19.90%

-9.74%

TOP 20 ADVERTISERS (9 MONTHS M/E SEPTEMBER 2009) COMPANIES

PERCENTAGE OF ALL SPEND NINTENDO 20.6% ELECTRONIC ARTS 8.8% MATTEL 7.8% HASBRO 5.5% ACTIVISION 4.7% SCEE 3.6% CHARACTER OPTIONS 3.2% UBI SOFT 2.8% FLAIR LEISURE PRODUCTS 2.7% CAPCOM 2.3% THQ 2.2% SEGA 1.9% ROCKSTAR GAMES 1.7% CODEMASTERS 1.6% LEGO 1.5% VIVID IMAGINATIONS 1.5% VTECH 1.3% BANDAI 1.3% MICROSOFT 1.2% ZAPF CREATION 1.2% TOTAL (TOP 20) TOTAL (ALL)

Vivid will TV-advertise the latest additions to its Animagic range in 2010...

CHANGE (JAN ’08 - OCT ‘08 VS JAN ‘09 - OCT ‘09)

77.2% 100%

15.1% 69.4% -52.4% -15.1% -33.7% 111.9% -32.6% -45.9% 15.4% 273.7% -40.2% -41.2% -56.0% 164.3% 13.3% -51.9% 39.7% -47.6% 142.2% -1.6% -12.5% -21.4%

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

AIRTIME STATISTICS

The ratings game The top-performing children’s TV shows on terrestrial and multi-channel....

SHOWS ACROSS ALL TIMES OCT 09

SHOWS ACROSS ALL TIMES YTD OCT 09

TIME

TITLE/DESCRIPTION

CHANNEL

OOOs

16:35

THE SARAH JANE ADVENTURES

BBC1

353

21.5

2 9:09

SPONGEBOB SQUAREPANTS

GMTV1

181

3 17:11

POSTMAN PAT

CBEEBIES

167

4 17:53

YOKO JAKAMOKO TOTO

CBEEBIES

158

5 9:25

HORRID HENRY

ITV1

6 16:50

TELLY TALES

7 17:24

HARRY AND TOTO

8 9:59

SORRY, I'VE GOT NO HEAD

CBBC

148

9 16:49

GRANDPA IN MY POCKET

CBEEBIES

148

10 17:38

GIGGLEBIZ

CBEEBIES

146

8.9

AIRINGS

TITLE/DESCRIPTION

CHANNEL

OOOs

% AIRINGS

16:35

THE SARAH JANE ADVENTURES

BBC1

353

21.5

12.9

2 8:50

POWER RANGERS JUNGLE FURY

GMTV1

166

13.2

9.9

3 16:35

THE LEGEND OF DICK AND DOM

BBC1

160

10.2

8.2

4 9:09

SPONGEBOB SQUAREPANTS

GMTV1

159

15.4

107

153

10.3

5 16:35

HORRIBLE HISTORIES

BBC1

156

11.8

CBEEBIES

152

9.3

6 16:35

LITTLE HOWARD'S BIG QUESTION

BBC1

152

9.5

CBEEBIES

150

8.6

7 8:50

BEN 10

GMTV1

149

13.6

9.4

8 7:50

BACK TO THE BARNYARD

GMTV1

148

17.6

10.0

9 16:36

HALF MOON INVESTIGATIONS

BBC1

145

8.8

10 16:36

BLUE PETER

BBC1

145

9.9

COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) OCT 09

COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) YTD OCT 09

TIME

TITLE/DESCRIPTION

CHANNEL

OOOs

% AIRINGS

16:15

HORRID HENRY

CITV

6.7

2 7:29

BEN 10

CITV/GMTV2 77

3 9:25

TMNT FAST FORWARD

CITV

4 10:59

ICARLY: IFIGHT SHELBY MARX

NICKELODEON 71

5 10:56

CARS TOONS

TIME

TITLE/DESCRIPTION

CHANNEL

OOOs

8:09

TOM AND JERRY TALES

GMTV2/CITV 103

7.8

AIRINGS

6.7

2 16:28

HANNAH MONTANA SING-A-LONG

DISNEY CH 102

7.1

5.3

3 16:15

HORRID HENRY

CITV

8.5

969

4.2

4 8:27

JUSTICE LEAGUE

GMTV2/CITV 97

9.1

DISNEY CH. 70

5.5

5 16:31

GRIZZLY TALES FOR GRUESOME KIDS CITV

7.6

130

6 8:58

SCOOBY-DOO AND THE GOBLIN KING BOOMERANG 67

4.6

6 16:28

FOUR EYES

CITV

6.6

118

7 16:25

SUITE LIFE ON DECK

DISNEY CH. 67

4.3

7 16:29

MY GOLDFISH IS EVIL

CITV

6.3

8 16:56

MY PARENTS ARE ALIENS

CITV

4.5

8 8:00

DINOSAUR KING

GMTV2/CITV 77

6.8

115

9 17:29

THE WORST WITCH

CITV

3.4

9 9:25

TMNT FAST FORWAR

CITV

5.9

10 9:25

JONAS BROTHERS: LIVING THE DREAM DISNEY CH. 59

4.1

10 10:59

ICARLY: IFIGHT SHELBY MARX

NICKELODEON 71

4.2

SOURCE: INFOSYS/BARB. NOTE: THESE CHARTS ARE BASED ON AVERAGE PERFORMANCE %= PERCENTAGE OF WATCHING KIDS’ AUDIENCE

DECEMBER 2009

CAMPAIGN OF THE MONTH

Waybuloo Mattel/Fisher Price Fisher-Price’s launch Waybuloo collection has got off to a flying start. Already the second biggest licence in plush (NPD Week 43), it has quickly become one of CBeebies best performers. There’s plenty of activity still to come from Mattel in the final push towards Christmas… THE LAUNCH collection brings to life the four Pipling friends in a series of plush, figures and play-sets. TV drivers Peeka Lau Lau and Peek and Wiggle Yojojo feature phrases from the show, as well as characteristic movements such as Lau Lau’s peek-a-boo fun. When her tummy is pressed, her ears pop down to cover her eyes for a game of ‘Peeka’ which features in the show. Complementing these and delivering across a number of price points, there is feature plush Talking Nok Tok and Talking De Li, which both say phrases from the show, and four mini plush friends to collect. Fisher-Price has also introduced a number of figure sets, play-sets and bath toys, as well as two puzzles. Marketing A major marketing campaign has been developed for the festive period. The TV advertising campaign exceeds 600 TVRs and will run for a seven-week period into December. An extensive online marketing campaign has also been rolled out, ensuring standout for the brand on a range of third party websites as well as at www.fisher-price.co.uk.

Retail In store, over 2,200 FSDUs have been distributed, the largest single brand commitment for Waybuloo to date. Units showcase product clearly and provide standout at retail. An engaging window display was also created in Hamleys and ran for six weeks.

DECEMBER 2009

PR PR has played an essential role in driving awareness of Waybuloo among parents. Early elements of the campaign included working with the show’s creators to place features within parenting and national press, generating coverage in Practical Parenting, Prima Baby and The Sunday Mirror among others. Attention has been paid to Christmas gift guide placement, securing Waybuloo toys a coveted spot in many consumer gift guides. Event activity is taking place throughout the final quarter. A recent event at Hamleys saw yoga consultant to the show, Fenella Lindsell, providing children’s yoga demonstrations in-store. Further events are planned to take place in major malls in the run up to Christmas.

A major marketing campaign has been developed for the festive period.

S A E D I G N I K A E R B ECORD

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PRODUCT CATEGORIES

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UK & International Contact: Beatriz Fernandez Tel: +44 (0) 20 7891 4522 Beatriz.Fernandez@guinnessworldrecords.com

North America Contact: Jennifer Gilmour Tel: + 1 718-513-7264 Jennifer.Gilmour@guinnessworldrecords.com

www.guinnessworldrecords.com

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News • Media • Opinion

Play it again, Sam Page 24 ToyNews speaks to Hit Entertainment and new master toy partner Character Options about what’s planned for the new-look Fireman Sam…

Xmas wishes News Page 22

Pages 20-21

Mulberry handbag? Time machine? Trip to the Winter Olympics? We ask some key licensing industry execs what they’d like to find in their stocking on Christmas morning...

Tomy Europe and Vivid Imaginations seal big name master toy deals, JCB reveals further licensing plans and Turtles brand boosted after Nickelodeon purchase...

LICENSINGNEWS

COMMENT NOTES TO SANTA I ADMIT that it was by no means the most in-depth feature I’ve ever put together, but then the piece on key licensing industry executives Christmas wishes was never meant to be. I could’ve asked them for their views on retail discounting in the lead up to the festive selling period, or how the High Street will cope with its first Christmas without Woolworths. But, for the final issue of the year, I wanted to give them something lighthearted – and the response was fabulous. My favourite was probably the time machine chosen by E1’s Andrew Carley – after all, who would be able to resist a peak into the future (even if it’s only to see how next March’s Light Fund Bobsleigh Challenge turns out, and if those lycra suits Stephen Gould keeps talking about are really as horrific as they sound). Advanstar’s Jon Gibson’s request for a full-scale Cluedo game (only without the murder) came a very close second, followed by CPLG UK MD Vickie O’Malley’s choice of dinner at Theo Randall.

The general vibe I’ve been getting over the past few weeks is one of cautious optimism for 2010. Dreamworks’ marketing manager, Chris Taday, loses points, however, for making Team ToyNews incredibly jealous by spending Christmas in Sydney. Of course, among the requests for George Clooney, Robert Pattinson, Mulberry handbags and tickets for the South Africa 2010 FIFA World Cup, many of the respondents also wished for successful sell-through of their products on the High Street this Christmas and that the market as a whole experiences a healthy 2010. All the companies mentioned on the news pages this month – Tomy Europe, Warner Bros Consumer Products, Vivid, Nickelodeon and JCB – are all heading into 2010 on a high, celebrating new licence wins, acquisitions and anniversaries. Indeed, the general vibe I’ve been getting from speaking to people over the past few weeks is one of optimism; they know it’s still tough, but are confident their companies have made the necessary changes and have the right brands to get through 2010. And on my note to Santa? An Omega Seamaster and a week in Cape Verde post toy trade show madness. Samantha Loveday Samantha.Loveday@intentmedia.co.uk DECEMBER 2009

Tomy makes Harry Potter toy move Build up to film finale begins with appointment of new regional master toy licensee ● Figures, electronic toys and games planned... by Samantha Loveday TOMY EUROPE has inked a three-year deal with Warner Bros Consumer Products to become the new regional master toy licensee for Harry Potter. The company will be launching a range of action figures, games, electronic toys and role play items for Harry Potter and the Deathly Hallows – the two-part movie finale due for release in November 2010 and July 2011 respectively. The deal – which covers the UK and EMEA – also allows Tomy Europe access to the entire World of Harry Potter back catalogue. This includes all the style guides and artwork developed for all eight films. “We are pleased to be working with Warner Bros Consumer Products on Harry Potter,” said Robert Mann, Tomy Europe CEO. “This deal reinforces our strategy of expanding our portfolio to appeal to a broader range of kids.” Pilar Zulueta (above), senior VP and general manager, WBCP EMEA, added: “We’re delighted to be welcoming Tomy Europe on board as the regional master toy licensee for

Harry Potter at the most exciting point in the history of the licensing programme. “Harry Potter and the Deathly Hallows may mark the conclusion of the story, but from a merchandise point of view it is the start of a new chapter as it’s the first time that the entire property artwork collection will be available to our Harry Potter partners. “Tomy Europe has a global reputation for creativity and innovation and we are confident that they have the expertise and vision to provide Harry Potter fans with a range of products representative of this global franchise,” Zulueta continued. Tomy Europe: 020 8722 7300

Vivid in for Shrek 4 VIVID IMAGINATIONS is continuing its involvement with the Shrek franchise, with Dreamworks Animations appointing the firm as the European master toy partner for Shrek Forever After. Vivid’s line will include a full range of regular and interactive plush coupled with Playmates Toys, to include figures, play-sets and role play accessories. Prices will range from £5.99 to £24.99 and will feature in a TV ad due to air in late June 2010 ahead of the film release in July. Hero product will be Wise Cracking Shrek. “Vivid has enjoyed huge toy success with Shrek in the past so we are delighted to be partnering with Dreamworks Animation again for Shrek Forever After,” said Emma Sherski, licensing and marketing director at Vivid Imaginations. “Awareness and affection for Shrek in Europe is remarkably high and our focused

and well priced toy line will be a welcome boost for summer sales for our retail partners.” Vivid: 01483 449944

LICENSINGNEWS

www.licensing.biz

Ninja Turtles set for further growth IN BRIEF Acquisition by Nickelodeon to open up new areas of opportunity for iconic brand...

Several big name licensing brands were nominated in the 2009 EA British Academy Children’s Awards. Chop Socky Chooks (Aardman), Horrid Henry (Novel), Ben & Holly’s Little Kingdom and Peppa Pig (E1), Ben 10: Alien Force (Cartoon Network), Dora the Explorer (Nickelodeon), Bookaboo (Happy Films), In The Night Garden (BBCW) and Grandpa In My Pocket (Adastra) were among those up for gongs.

by Samantha Loveday NICKELODEON’S ACQUISITION of the Teenage Mutant Ninja Turtles from the Mirage Group and 4Kids will create ‘magic that will succeed on every media platform’, according to the original worldwide licensor. Surge Licensing’s Mark Freedman acted as an advisor to Viacom/Nickelodeon during the negotiations. His company was also responsible for a number of high profile promotions during the first decade of the brand’s success, winning awards including LIMA’s Licensing Agency of the Year, Licence of the Year and Promotion of the Year for its work with Pizza Hut. “The Turtles are an iconic property entrenched in the hearts of two generations of fans, and Nickelodeon can inventively and creatively leverage the brand and deliver the most exciting and compelling experience yet,” Freedman said. Immediately following the $60m purchase, Nickelodeon revealed

plans to develop a new CG animated TV series based on the franchise, likely to premiere in 2012. Plus, in partnership with Paramount Pictures, a new release of the TMNT feature film is also planned for 2012. Long standing toy partner Playmates will continue to work with Nickelodeon as the global master toy licensee for the brand. “Teenage Mutant Ninja Turtles shares a comedic sensibility with the Nickelodeon DNA, with added layers of action and fantasy that have kept this property and evergreen favourite with multiple generations of

HIT MAKES TRACKS TO TOY FAIR Hit Entertainment’s Thomas & Friends will be sponsoring the visitor entrance at Toy Fair 2010. The foyer area will be branded in celebration of its 65th birthday. Hit: 020 7554 2500

audiences,” said Cyma Zarghami, president of Nickelodeon/MTVN Kids and Family Group. “We are extremely happy to have the opportunity to be able to focus on this property and creatively reintroduce it to a new generation of kids,” Zarghami continued. NVCP: 020 7462 1000

JCB drives on towards 65th birthday TOP CONSTRUCTION brand JCB is shoring up its licensing programme ahead of its 65th anniversary in 2010. On the pre-school side, a new My 1st JCB style guide is launching in January, expanding the world of Joey JCB and friends. Golden Bear (toys), Kidsaw (bedroom furniture) and Peter Haddock Publishing are joined by a new line-up of partners including Cohen & Wilks (boys outerwear), Aykroyds TDP (nightwear and underwear), VMC (accessories/dress-up), Character

World (home textiles) and Grosvenor (toiletries). Meanwhile, Halsall has a refreshed range of vehicles, wheeled and role play toys, all geared around real JCB machines and power tools. This year has been a record one for the firm’s JCB line and it is eyeing up further

KIDS BAFTA NODS

expansion in 2010 into European and ROW markets. Further new collectable toys, targeting boys aged six and over, will be launched at Nuremberg from other global partners including RC2, Bruder and Siku. Numerous live experiences – such as Diggerland theme parks, the Digger Challenge at Legoland Windsor, Dancing Diggers/JCB GT displays and JCB Young Drivers Zones – are also being planned. JCB: 01889 593499

LAZYTOWN MAG HITS RECORD HIGHS Titan has revealed record sales for its LazyTown title, with the most recent issue selling 38,000 copies. This figure was up 164 per cent on the previous issue. http://titanmagazines.com

CLASSIC INKS TOYMASTER DEAL Classic Media has secured a partnership with independent toy retailers for Postman Pat. The promotional Christmas campaign is running in 250 of Toymaster’s stores and will see the character incorporated into Toymaster publications, through branded post boxes in-store and online content. Classic Media: 020 8762 6203

LICENSING SUCCESS FOR HASBRO IN Q3 Transformers: Revenge of the Fallen and GI Joe helped Hasbro’s entertainment and licensing division to some solid revenues in Q3. The company reported segment net revenues of $41.6m, compared to $18.3m in 2008. Operating profit, meanwhile, was $19.8m compared to $6.3m in 2008. Hasbro: 020 8569 1234

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DECEMBER 2009

LICENSING CHRISTMAS WISHES

All I want for Christmas 2009 has certainly been a tough year, but with the festive season almost upon us, we thought that a bit of frivolity wouldn’t be amiss. Samantha Loveday asks some key licensing industry executives what they would like to find in their Christmas stockings on December 25th… “That all the main retail buyers are happily glued to Doctor Who on TV this Christmas. The final specials with David Tennant in the role promise to be the most exciting yet, and Matt Smith, the new Doctor, is going to be terrific. The 2010 merchandise relaunch will be sensational.” Richard Hollis, Head of UK Licensing, BBC Worldwide “In my Christmas stocking, I would like to find all the charisma, leadership, charm and popularity that Gordon Brown needed to guide us through the economic downturn, but lacked. That way, I could taunt him with it, thus keeping me amused throughout the whole of 2010.” Rob Corney, Managing Director, Bulldog Licensing “Tickets for the Winter Olympics in Vancouver and I’d like to find Jim Caviezel in my Christmas stocking.” Nicola Elliott, Licensing Manager, ITV Studios Global Entertainment “My Christmas wish would be to be sitting on a beach in the warm sunshine, eating Christmas lunch... actually, that is exactly what I’m going to be doing.” Chris Taday, Dreamworks Marketing Manager, CPLG “I have sent a letter to Santa asking him to leave every child some of the new My 1st JCB toy range, while I have requested Robert Pattinson (of Twilight fame).” Alison Pilgrim, Senior Licensing & Brand Development Manager, Golden Bear DECEMBER 2009

“A Mulberry handbag and a tornado of consumers rushing to buy the must-have Christmas toy, Crazy Stunt Roary.” Melissa Brown, Director of Marketing, Chapman Entertainment “World peace and dinner at Theo Randall.” Vickie O’Malley, UK MD, CPLG “How about a time machine? A quick trip into the future to see how things pan out. A simple twist of the dial indicating 50, 100 or 1,000 years ahead and away you go. Once the novelty of being a Time Lord has worn off, it’s back to Christmas dinner with Paul Merton and David Attenborough.” Andrew Carley, Head of Licensing & Merchandising, E1

“That it never rains in the daytime, that wasps are completely wiped out, a chocolate is discovered that has no calories or fat, my husband stops snoring, there are more hours in the day, there are more hours at night (but only if I can have the snoring one) and that Spring Fair is the one that makes us millionaires.” Karen Bendy, Graphic Designer, Over the Moon “That this Christmas is a huge success for all retailers, building back confidence on the High Street and a real appetite for new licensing activity in 2010. And that we don’t run out of stock of our Record A Message Christmas card range, which is flying at the moment.” David Wootliff, Licensing Director, Hallmark “Can I ask for George Clooney in my stocking? And for Santa to visit all the good little girls with a Fifi My Size Kitchen from Vivid.” Val Fry, Director of Licensing, Chapman Entertainment

“I would love it if Father Christmas could deliver a recession-free 2010 with a little stocking filler of tickets to all the best festivals and gigs on the side.” Lesli Zador, International Brand Manager, Hit Entertainment

“I want a ticket to the World Cup final in South Africa 2010 in my stocking – England to beat Germany, of course. And full VIP treatment, a private jet and lots of corporate hospitality would be nice.” Chris Protheroe, MD, CPLG Sport

“That publishers continue to see the best way out of the recession is to have the leading products, with the leading design trends, and keep investing into generating new ranges, lines and brands. And that more companies ask us to act as their licensing agents following the success of licensing our own brands. And that the twins win The X Factor.” Vicki Willden-Lebrecht, Managing Director, The Bright Group

“I am hoping that the great reaction we had to brands like Big & Small, Honey Monster and Bang on the Door at Brand Licensing Europe continues to be converted to firm business. This is a good barometer I hope for healthier times ahead. On a personal note, I am hoping that Sarando, a horse I have a small share in, can continue making progress and if he runs over the Christmas period, gives us a Christmas win.” Ian Downes, MD, Start Licensing

“I am looking forward to my first Christmas with Mrs Garnham.” Darran Garnham, SVP Sales – Key Account & Retail, Kidz Entertainment “After watching James May’s recent efforts with Airfix, Scalextric and Lego, I would like Santa to bring me a full-scale Cluedo game. In other words my very own manor house, complete with billiard room, library and Miss Scarlett. But without the murder, obviously.” Jon Gibson, Event Manager, Advanstar Licensing Europe “I wish for a healthy year for everyone. On a slightly lighter note, I would like children’s toy advertising to employ a lot less SHOUTING.” Caroline Mickler, MD, Caroline Mickler Ltd “That Franco and Formula Fun, the fantastical top fuelled superhero motor racing phenomena, becomes the must-have property for boys aged three to six.” Keith Pashley, MD, The Keith Pashley Project “For everyone to follow the Beckham’s example of buying a pair of pigs and naming them Pinky and Perky.” Mark Hurry, Legal & Commercial Director, PPC Enterprises “My husband stops chucking his wet towel on the freshly made bed every morning, alcohol didn’t have any calorie content and 2010 will be a prosperous and healthy year for us all.” Kirstie Guthrie, MD, KJG “I wish they would find a cure for Powerpoint presentations.” Martin Lowe, Managing Director, Roy Lowe & Sons

Blueprint Collections Ltd is looking for a new National Accounts Manager High basic salary, bonus scheme, company car, mobile phone, laptop, private medical insurance ■ Blueprint is the UK’s market leading designer, producer and distributor of high quality licensed stationery and bags. Our customers include all of the UK’s top retailers and our licence portfolio is varied and impressive, including Hello Kitty, Emma Bridgewater, Ben 10, The Gruffalo and Toy Story as well as other exciting new licences we have added for 2010 and beyond. ■ Substantial and sustainable further growth requires us to strengthen our sales team with the addition of a National Accounts Manager whose role will be to grow sales with existing customers and to manage profitability in doing so; experience in dealing with costings and negotiating trading terms is vital. As well as being able to demonstrate the ability to manage large multiple retail accounts, the successful candidate will be able to contribute to and project manage product development programmes for individual customers alongside our product and design teams. ■ The role is based at our Head Office in Harlow, Essex. If you feel that you have the right mix of experience, energy and enthusiasm to contribute to Blueprint’s growth please send your CV to James Redfern, Blueprint’s Sales Director at jamesr@bluecoll.co.uk

LICENSING FIREMAN SAM

Sam kind of wonderful

Character Options is continuing to carve itself a bigger chunk of the pre-school market with a number of key licences. Hit’s Fireman Sam is the latest addition. Ronnie Dungan spoke to Marketing Director Jerry Healy and Lesli Zador, International Brand Manager of Hit Entertainment, about the launch of the new toy line for the CGI series…

SO, FIRSTLY, why choose Character as master toy licensee? Lesli Zador: We wanted to take Fireman Sam to the next level in line with Hit’s investment into the new programming now being broadcast. With this in mind, Character was a natural choice to work with the new CGI animated format as we have an existing relationship with them (on Barney) which we wanted to expand in light of their proven track record on pre-school properties, their investment into TV advertising, their excellent retail relationships as well as their commitment to innovative product development. We also believe the excitement generated by having a licensee such as Character on board would have a positive overall halo effect on the Fireman Sam licensing programme. Character’s licence is for the UK and Eire but as we roll out the new CG series across Europe, the product will be available for distribution via Character’s distributors or locallyappointed licensees. Why did Character want the Fireman Sam licence? Jerry Healy: Character has enjoyed huge success in the pre-school sector and the natural way forward was to expand our portfolio. When you look at the profile of Fireman Sam it complements perfectly our other licences. This is a licence enjoyed as DECEMBER 2009

much by parents as by children and they are happy to invite Sam into their home to be part of their child’s development. What’s more, Fireman Sam has heritage behind it and has been enjoyed for generations. This was attractive to us, knowing a new generation of parents will be introducing him to their children, having experienced him when they were kids. What does the addition of Fireman Sam bring to Character’s range? Jerry Healy: The addition of Fireman Sam to our portfolio will position Character Options as a major supplier of licensed pre-school toys. What’s the current situation with the TV series? Lesli Zador: Fireman Sam is currently broadcast in the new CGI format twice daily on Cartoonito, weekends on GMTV’s Fluffy Club and the classic series is aired on Milkshake. The new CGI debuted in March 2009 to a great reception and audiences have continued to love it since. It has continuously been the

top rated show on Cartoonito and is the top rated show in its segment on The Fluffy Club. The second CGI series will debut in March 2010 on Cartoonito. Tell us a bit more about the product range. Jerry Healy: Collectable figures, play-sets, plush and vehicles make up the miniature play part of the collection whilst there will be a

Fireman Sam has heritage behind it and has been enjoyed for generations. Jerry Healy Character Options number of dress up items too. We also have lots of plans for future development What are the key products? Are vehicles the most important part of it? Jerry Healy: We have a focused selection of products that are based

around delivering traditional play patterns. The range of vehicles ties in closely to the new CGI series and reflects the expanded range of locations, vehicles and storylines in the new series. The vehicles come with accessories and sounds and are bound to prove really popular. How closely are Hit and Character working on this? Lesli Zador: Investment on consumer marketing and retail promotions is up on last year. Hit has a full-year marketing plan involving all licensees to raise the profile of the brand. Hit and Character have a comprehensive PR strategy and are developing a full trade marketing calendar of activity. How much will you be spending and where? Jerry Healy: There is a significant amount being spent on product development and marketing. Our TV campaigns alone are set to deliver over 750 TVRs during 2010. Two new TVCs are planned based around vehicles and play-sets and separately for role-play. This plan falls in line with Character Options’ general strategy to TV advertise every key product. We also have a robust PR plan that will work with nurseries and parents. This will be put together with Hit and will complement their year-round strategy for the licence.

DRUMOND PARK BRAND FOCUS

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Outside the box In a tough economic climate, firms have to think laterally to create marketing campaigns that will stand out from the crowd. Katie Roberts finds out how Drumond Park is ensuring its products are fresh in everyone’s minds… WITH TV advertising no longer enough to ensure good listings and sell-through, Drumond Park is looking for new ways to ensure its range of games and puzzles are at the forefront of consumers’ minds. As the firm comes to the end of a successful year, for example, it is embarking on the latest of its experiential marketing campaigns by sponsoring the UK Schools Memory Championships for the first time. The championships are operated by learning consultancy Inspire Education in co-operation with national Government initiatives, Aimhigher and in some areas, Gifted and Talented. Throughout the school year, eight times World Memory Champion Dominic O’Brien leads training sessions and then in-school competitions identify the most talented participants to go through to the national final, held each June. Drumond Park will supply each participating school with a Brain Box, which will contain one each of the original Rubik’s Cube, the Revo by Rubik’s and the new Rubik’s 360. “This unique competition provides a superb platform for embedding learning and memory techniques into education and for developing lifelong learning skills,” says joint founder and marketing director Claire McCool. “These three Rubik’s products provide excellent tools towards this end.” Perhaps it is direct marketing initiatives like this that have kept Drumond Park in such a favourable position throughout the year, while many other suppliers are seeing a fall in their games and puzzles revenues. In third quarter results, both Mattel and Hasbro cited that sales for their games and puzzles sectors had declined, but Drumond Park Games is experiencing the opposite. McCool explains: “Trade sales continue to be very buoyant, with substantial sell-through starting much earlier in the season than usual.

“Families and friends tend to come together during an economic downturn, and what better way to cement bonds that will be carried forward once the crisis is over, than by playing games, or doing puzzles or magic together?”

adult. Its multi-faceted PR and promotions campaign has been running since launch in August, with activity planned up until Christmas. McCool enthuses: “According to aficionados, the 360 is proving to be

Trade sales continue to be very buoyant, with substantial sell-through starting much earlier in the season than usual. Families and friends tend to come together during an economic downturn.

TV advertising, PR, promotional and a sampling campaign for the brand recognition game has been running since October and will continue until Christmas week. With a strong product line-up, supported by innovative promotional activity, Drumond Park is one brand that’s going to be remembered by the trade in the coming months.

Claire McCool, Marketing Director, Drumond Park Both new products and more established options perform well for the company, with the Rubik’s Cube coming through as the UK’s top game in 2008 and the Gross Magic Conjuring Set consistently hitting number one in the magic category for the last three seasons. Also selling well so far this year is the new Rubik’s 360, retailing at £14.99 and suitable for ages eight to

the most exciting puzzle to hit the market since the launch of The Cube almost 30 years ago and the nation’s toy trade buyers have unilaterally supported its introduction with their order books.” Another recent addition to the Drumond Park stable is the Logo board game (priced around £24.99, suitable for ages 12 to adult), which has seen strong sell-through. DECEMBER 2009

SECTOR GUIDE INDUSTRY SERVICES

Unsung heroes A range of companies work behind the scenes of the toy industry to keep businesses running smoothly, including marketing, PR, design, logistics and recruitment. ToyNews examines the services on offer… SUBLEVEL STUDIOS 01630 647118

Sublevel Studios is a small design studio specialising in contemporary illustration and graphics for a host of clients. Whether it is packaging, logos and typography, mock-ups and concepts, exhibitions, product design and style guides, character design and cartoons, or just some rough ideas, the Sublevel team provides a full service. The firm delivers on time, within budget and often beyond expectation. Established by Mark Daniels in 2006, the aim from the start was to provide a fast, friendly and cost effective service. Clients include major high street retailers and manufacturers within the toy and giftware industry, along with many smaller companies and individuals. But whatever the project, the team aims to apply the same level of flair and imagination.

EVOLUTION PR

Evolution PR has specialised in the toy and nursery sectors for many years. The company prides itself on achieving outstanding results for both large blue chip and smaller companies launching new products for the first time. Evolution aims to present distinctive solutions to suit the needs of its clients regardless of the size of their budget. The company has won many Max It ‘Best Marketing and PR Campaign’ Awards over the years. With a number of high profile product launches and projects in its extensive portfolio, the team

DECEMBER 2009

ORIGAMI FILMS

Origami Films is a boutique advertising film and digital video production company, filling the gap for clients who need agency services with their TV supplier, but prefer to work directly with specialist suppliers rather than through a third party. The firm creates, produces and distributes full campaigns to terrestrial and satellite television networks and the internet, in the UK and throughout Europe. The firm has experience in all the new disciplines and technologies, which it combines with focused creativity to achieve sales and success and has its own fully up-to-date studio.

01327 701702

guarantees to come up with ideas to make brands stand out. Organiser of Christmas in July, Evolution’s experience in the toy industry means the team is on first name terms with all key journalists in the sector. Evolution has a crisis plan in place for all clients and has extensive experience in damage limitation. This ensures that when things don’t go according to plan, the crisis is handled quickly and efficiently, ensuring minimum negativity for your brand.

0208 960 8892

Origami Films has worked successfully in the children and toy markets for nearly 20 years, and is responsible for many TV campaigns including Power Rangers, TMHT, Tiny Tears, Tamagotchi and more recently Keytweens. Services include writing and storyboarding, production of TV commercials and promos, postproduction, compositing and animation, sound and music production, amendment of imported material to conform with British regulations, Clearcast clearance, full distribution to terrestrial, satellite and the internet.

RICHARD EDWARD If your product offering is around cards, either as a stand-alone product, trading cards or as a component to a game or educational aid, Richard Edward can provide the goods. As a manufacturer of card-based products, and a strategic partner to many brands including Top Trumps and Monopoly, the firm has been established for 30 years and has the capacity to produce in excess of 40 million decks of cards each year using its fully integrated in-house facilities. The company produces TCGs, card components for board games, standalone card games, and playing cards for promotional and conventional use, and delivers worldwide. A range of specialist printing and finishing processes are available, from foiling to glow-in-the-dark, and creating inks that react to temperature to randomised collation, and unique coding within trading card sets. All

WIRE PR 07545 776 592

Wire PR is a new consumer and trade PR agency specialising in the toy, nursery, entertainment and technology sector, which was started by Ane Olesen in 2009. Olesen previously worked for Tomy as the European PR manager and decided to set up Wire PR after years of experience working with leading and emerging brands across toy, technology, entertainment, consumer, FMCG and computer games sectors. The firm is currently working with Tomy and WowWee Sablon, managing creative and effective consumer and trade PR campaigns for the companies’ leading toy, nursery and technology brands. Wire PR can help companies with everything needed to plan and maintain a public relations campaign, from organising launch and industry events, managing creative PR campaigns and securing valuable trade coverage, all within tight budgets.

0208 311 8888

these processes are carried out on one site, allowing Richard Edward to offer ultimate flexibility to its clients. The firm also offers environmental credentials including Forest Stewardship Council (FSC) and Green Mark, together with scope to reduce its customers’ carbon footprint by purchasing a truly British product. Richard Edward is audited to Global Sourcing Principles (and can be found on the SMETA database), the ETI base code, and holds both Investors in People and ISO 9001 accreditations.

SECTOR GUIDE INDUSTRY SERVICES

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KILOGRAMMEDIA

Kilogrammedia is a licensing specialist, public relations and marketing agency, which offers complete PR and promotional solutions to licensors, licensees, agents and production companies alike. With years of experience in the industry, the team has built up an strong list of trade and consumer media contacts and has an in-depth knowledge and understanding of what it takes to stand out in the world of licensing. In addition to trade and consumer PR, Kilogrammedia offers a complete range of services to all those operating in the licensing industry, including advising on and placing media spend, designing and writing corporate and

01279 778 919

consumer facing literature, planning and implementing social networking strategies, arranging consumer competitions and promotions, organising events and managing talent. Kilogrammedia works with companies across the globe and has the contacts and knowledge to facilitate this. The firm attends all key events across the world, both corporate and social. The team are specialist writers, all ex-professional journalists, who are on hand to create press releases, devise quotes and ghost-write articles. They then place promotional literature, many features and regular columns in key trade media that is written by the firm on its clients’ behalf.

HPS GROUP

01628 894793

Ray Hodges heads up the HPS Group’s consumer leisure PR division, which specialises in all aspects of toys, games, consumer electronics/gadgets, innovation, brain training and craft. Ray has 30 years of specialist experience in these areas, having organised campaigns for companies, including Hasbro, Crayola, Drumond Park Games, Mattel, Bandai, Tomy, K’nex and Flair. Each PR/communications programme, whether briefed in as an all-year coverage requirement, launch splash, Christmas campaign, or strategically planned refreshment activities, is created from scratch. Every appropriate communications method (according to

COW PR 020 7234 9150

Cow is a full service brand communications agency with a track record of achieving results that exceed expectations and was awarded Consumer PR Agency of the Year in 2008. From ideas and news generation, communications strategy, media relations and brand experiences, Cow offers a vast range of services for clients across the consumer sector. Additionally, Cow also can offer expertise in emerging medias and broadcast content.

ASPEN PR 01604 77 49 45 Aspen PR specialises in the toy and nursery sectors and is currently working with clients such as John Crane, Edventure and Top Banana Toys. The firm’s speciality is driving sales through PR using online, TV and print media and also website management for clients. Projects include organising and promoting product demonstration tours across the UK and Ireland, working with schools to develop product awareness and set-up exhibitions.

available budget) is utilised, including classic press, broadcast and online relations, promotions, launch parties, preview and open house events and roadshows. Additional methods are TV and film product placement, down-theline interviews, internal and external house publications, sponsorship and targeted sampling. Hodges and her dedicated team also work each year on a number of UK and international championship events. These high profile occasions include the UK Schools Memory Championship, the Revo Challenge and the Rubik’s World, European and UK Speedcubing Championships.

RARE COMMUNICATIONS 020 7284 5911

NORTON & COMPANY Norton & Company was set up in 1991 by married partners and industry veterans Tony and Michele Norton. It is a children’s PR agency with a strong client portfolio and a dedicated team of skilled PR and marketing professionals. Eighteen years on and Norton & Co has established itself as an all-round marketing consultancy, specialising in the nursery, pre-school, children’s and youth markets. For two decades the company has developed and implemented campaigns for a range of brands including Vivid Imaginations, Lego, RC2, VTech, JCB, Esdevium Games and Halsall. The company has a list of industry accolades including the launching of top twelve toy Lego Games, driving Bratz to be crowned ‘Queen of The Dolls’ three years running, establishing Thunderbirds Tracy Island as the hottest toy in 1993 and 2001, and Teksta the cyber dog becoming Toy Of The Year in 2000.

01608 812 835 As a result of new business gains over the recent years and the shifting demands on PR consultancies as the media canvas diversifies, Norton & Co has expanded its areas of influence to include sales promotion, licensing and marketing consultancy experience, design, exhibition stand building, event management and new media. The company offers a ‘one stop shop’ communications package for its clients, enabling the company to service an increasingly diverse and constantly evolving industry. With staff experience ranging from fashion, food, homes and lifestyle, technology, motor industry and the arts, the company aims to expand its influence on the industry by moving into alternative markets. While doing this, Norton & Co hopes to utilise its broad skills base while retaining its established expertise in the nursery, pre-school, toy and youth markets.

Rare is a specialist kids, youth and entertainment PR agency with expertise in brand licensing, toys and virtual worlds. Over the last six years, the firm has worked with brands across toys, theatre, TV, music and online including BBC Worldwide and the hit pre-school property In The Night Garden. Rare has also joined forces with Kindle Entertainment for CBeebies pre-school show Big and Small, TV-Loonland’s Little Princess and Holland Publishing among others. Rare offers a dynamic, creative and experienced team offering, close contact service and works with clients on a range of briefs including industry trade shows. Rare also represented Jumbo Games at Dream Toys this year and works with a range of clients at Toy Fair.

DECEMBER 2009

SECTOR GUIDE INDUSTRY SERVICES

RAINBOW PRODUCTIONS

020 8254 5300

AARDVARK SWIFT Aardvark Swift is a specialist toy and nursery industry recruitment agency. The firm handles career opportunities across all areas of the industry from sales and marketing through to product development and quality assurance. Opportunities range from graduate entry to board level. New for 2009 was a sales agent service offering an affordable utility to companies with no agent network in place. For clients, Aardvark offers a bespoke service, tailoring recruitment packages to suit each client’s individual needs. The firm’s database of Rainbow Productions has over 25 years of experience in creating bespoke costume characters for clients in sectors including the toy industry, retail and licensing. A portfolio of 90-plus licensed cartoon characters are available to book for meet and greet appearances exclusively through official UK licensee Rainbow Productions, alongside a design service for promotional costume characters and puppets. The firm is also able to manufacture costume characters featuring animatronics (eg. moving mouth and blinking eyes in sync with a prerecorded soundtrack). Finally, customers are offered after-sales support, which includes costume storage, cleaning, refurbishment and shipping to promotional events. Licensed character appearances appeal to a family audience and encourage higher footfall to retailers

HASBRO IRELAND Hasbro Ireland is the European manufacturing plant for the Hasbro Corporation, and operates in the games, puzzles and associated industries. The company offers complex high volume logistics with integrated process technologies such as injection moulding, thermoforming, printing, paper and board conversion, high speed fulfilment, rigid lid and box manufacturing, assembly and contract manufacturing. The firm prides itself in safely producing high quality products, on time, at the lowest cost, in an environmentally responsible manner.

DECEMBER 2009

and shopping centres, while promoting awareness and sales of associated licensed merchandise. At this year’s Dream Toys press event in London on October 28th, Aardman’s Timmy was present; Rainbow Productions managed his guest appearances during this media opportunity. Looking ahead to January’s Toy Fair, Rainbow Productions is working with licensors and toy licensees to bring many licensed characters to the exhibition, to support brand awareness and help gain media coverage through photo-calls. Rainbow Productions also brings brands to life as interactive promotional costumes for use at trade shows and as part of brand experience campaigns. Examples include Chomp and Terry, characters featured in the Dinosaur King Trading Card Game, created on behalf of Upper Deck.

00353 (0)51 321256 For over 30 years the firm has been a manufacturer of games, toys and puzzles and a ‘one stop shop’ for a range of contract manufacturing and logistics services. Hasbro Ireland employs a dedicated and enthusiastic team to develop and deliver products within the shortest lead-time possible. The facility is strategically located ten minutes from one of the largest Lolo container ports in Europe, meaning it can deliver overnight to the UK, and within two or three days to the rest of Europe.

SHOUT PR 01623 651 555

Shout is a full-service communications agency with 18 years of experience in marketing strategy, graphic design and public relations. The firm looks to help clients buck negative trends and apply new thinking to the traditional challenges of selling products in troubled times. Shout’s services include advertising – from one-off quick turnaround to full campaign concept origination and delivery; media relations – establishing a steady flow of positive news and feature material to the most valuable media; branding – a new identity or the revival of a familiar face, it has the experience and creativity to make it work. The firm can also create publications – from identifying content to managing the print, all in-house. Promotions are targeted and co-ordinated; exhibitions and events – the firm offers a complete service from stand design and build, to the management of logistics and website design and build is fit for purpose and integrated with other communication mediums. Over the past five years, Shout PR has played a key part in the development of the Breyer brand in the UK and more recently has been working with Treasure Trove Toys. The firm has also provided PR and graphic design support for a number of the Treasure Trove brands including Brio, Uberstix and Orb Factory.

01709 876877 experienced industry candidates is an effective method of sourcing candidates quickly and the fee is only paid when a candidate is offered the job. Aardvark also offers advertised search, selection and headhunting. Advertising through the company can save clients time and money and headhunting is an effective way to source those hard to find candidates who are not active on the job market. For candidates, Aardvark works to find roles that are a good fit for each applicant’s individual needs, offering career and CV advice along the way.

4T2 MULTIMEDIA 08452 306042

Bournemouth-based 4T2 Multimedia creates Flash games and websites for a wide range of children’s brands. Last year, the games it created for its clients were played over 200 million times. Director Mike Hawkyard explains: “The secret to our success is simple. We involve children at every stage of the process. Kids help us come up with game concepts, they give input at the design stage and then they play-test the finished product.” Recently, 4T2 brought more attention to the work of advergame developers when it helped BBC Radio 1 launch a week of gaming-themed content. The agency developed an online game featuring 3D avatars of the DJs racing around a track on customised go-karts (or, in the case of Fearne Cotton, a flying carpet). Throughout the week, guests and presenters recorded their own fastest laps on air, allowing the Radio 1 audience to go online to race against them directly. 4T2 is currently shortlisted for a British Interactive Media Association (BIMA) Award for its work with LEGO. Unfortunately, its team’s performance at the Toy News Fives Football this year was less than award-winning, but it plans to be back for more next year.

SECTOR GUIDE PLAYGROUND CRAZES

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Piggybank picks Often hard to predict and quick to fade, pocket money toys and playground fads account for a huge chunk of toy revenue. According to NPD, some 70 per cent of toy items sold in the UK cost less than a fiver. ToyNews highlights what’s currently shifting the units… PLAYGROUND CRAZES are perhaps the hardest area of the toys market to predict, depending on what captures children’s imaginations. It relies on the ability to share and play with friends on a regular basis, as well as being easily accessible to children. This initial barrier is compounded by price; too expensive and you lose the market. Most so called ‘Playground Crazes’ are generally low priced items (under £5) which a child can purchase with their own money, also known as pocket money toys. Statistics show that 70 per cent of all toy items sold in the UK cost less than £5, however, they only account for 25 per cent of total toy value. (NPD EPoS Retailer Panel).

Bakugan and GoGo’s Crazy Bones have both been huge successes this year within the boys sector. The boys choice of pocket money toys is vast, covering most categories from low priced Action Figures like the Ben 10 Action Figures to Hot Wheels Cars Assortment in Vehicles. Action figures remain at the heart of the boys pocket money category with collectability key to driving growth, from series such as the individual Gormiti Foil Pack. The largest new launch in the last year has been Bakugan, which has a range of price points. However, over 58 per cent of all units (31 per cent of all value) sell under £5, putting it firmly in the pocket money arena. The other attraction for Bakugan, and a number of other playground crazes, is the battling aspect of gameplay which has become increasingly popular in the last few years. Another big success story in the last year is GoGo’s Crazy Bones which have sold more than

£1.2m YTD September 2009 (NPD EPoS Retailer Panel) and look set to continue to grow through the new Evolution range. New to the playground is a selection of mini Lego items – Tiny Turbo and mini Creator Assortment – which have also made an impact since launch. For the girls, the playground is less about the latest craze and more about long running properties with collectability a stronger driver than battling. The top pocket money properties for girls are Disney

Princess, Littlest Pet Shop and In My Pocket, all of which involve a combination of imaginative play with storylines, as well as the drive to purchase a whole range. Starting with marbles and conkers, original playground crazes have long been an important area of the toys market. Key to success is a combination of factors ranging from characters (both TV and film, as well as

Playground Crazes Top Selling Items Under £5 (By value) 1 2 3 4 5 6 7 8 9 10

BEN 10 ALIEN FORCE 10CM FIGURES HOT WHEELS BASIC CAR ASSORTMENT CARS VEHICLE ASSORTMENT BAKUGAN BOOSTER PACK BEN 10 FIGURES 10CM ASSORTMENT POWER RANGERS JUNGLE FURY FIGURES BIONICLE AGORI SUPER TIPS BRIGHT 12 LITTLEST PET SHOP COLLECTIBLE PETS GOGOS III EXPLORER PACK

original) and low price points, plus a battling factor for boys and collectability to motivate repeat purchases. Success can be quickly won in the playground and sometimes just as quickly lost, so adaptability and refreshment of playground crazes is key to continued growth.

(source: NPD) BANDAI MATTEL MATTEL SPIN MASTER UK BANDAI BANDAI LEGO CRAYOLA/VIVID HASBRO MARTOMAGIC

DECEMBER 2009

SECTOR GUIDE PLAYGROUND CRAZES

GROSSMAN 0141 613 2525

Grossman is well known for its pocket money lines like Alien Cosmolights, Alien Birth pods and Alien Fizz pods. Alien Cosmolights are included as part of the firm’s TV advertising campaign which is running throughout the festive season. This includes Grossman’s own lines Megasaurs (£2.99) and the Megasaurs collectable trading card packs (£1.50). These toys contain interesting dinosaur facts from the Department of Paleontology at Glasgow University. Grossman is also offering a wide range of licensed pocket money toys all retailing from £2.99, which include Ben 10, Bakugan, Transformers and Littlest Pet Shop and feature Jet Balls, Yo Yo’s Frisbees and many more.

BANDAI 08456 028782

Bandai’s latest incarnation, Tamagotchi Music Star, allows users to nurture their virtual pet and embark on a music career by learning to play instruments. A guitar pick with a secret code for online completes the look, and there are new games and play options to keep fans entertained. A selection of accessories conclude the range; charm sets, lanyards and plush holders. Bandai has also launched Tamagotchi Music City at www.tamagotchieurope.com so fans can communicate online, play new games and enter competitions with kids around the world. Ben 10 continues to grow and dominate the toy market retaining its position as the nation's favourite toy brand. Bandai's new range includes the 20cm Stretch Figures, the Humungousaur Hands and Echo Echo Voice Changer.

DECEMBER 2009

TOPPS

PowerChipz, launched in November, is a new game concept featuring a series of magnetic chipz and a ball. Packets containing three chipz retail at £1, and Powerballs cost £1 including one chip. Topps Club Penguin Card-Jitsu Fire builds on the Club Penguin Card-Jitsu craze, which saw previous collections selling out and needing several reprints. The Fire range includes unique online codes that unlock special powers and game variations online at Club Penguin. Selected packets also include Golden Code cards allowing kids to jump levels in the online game. The third series of Match Attax, launched in October, will continue to sell over the Christmas period and throughout the rest of the Premier

MATTEL

Mattel brings innovation to the pocket money toy category with the launch of new line Mini B and further innovation to Hot Wheels Colour Shifters as well as extensions and refreshes to existing products. The firm will introduce a new collectable mini doll range Mini B with a starting retail price of just £2.99. This new range delivers all the fashion of Barbie in a collectable package. The Mini B Collection includes dolls, rings and key-chains plus accessories, vehicles and fashion-themed play sets. There are over 50 items to collect. Mini B will be supported with TV advertising, girls’ press activity and PR. Hot Wheels offers classic pocket money favourite Hot Wheels Die Cast 1:64 Cars.

01908 561588

League season. The TCG continues to be the biggest selling collectable in the UK, with this year’s sales figures showing that the collection has exceeded expectations for a third year running. It is now estimated that Match Attax has around 1.5m collectors in the UK, which equates to approximately one in every 2.5 boys between seven and 13 years old. Packets containing six cards retail at 50p, starter packs including a pitch, binder and limited edition are £4.99, and 64 page collector guides are £1.99. These licences will be built upon with a new WWE Slam Attax trading card collection in February, a fourth series of Club Penguin trading cards in March, and the Premier League sticker collection in January.

01628 500000

Continuing to innovate vehicle play throughout 2010, Hot Wheels is set to build on the ’09 Colour Shifters launch. Colour Shifters Power Creatures feature unique memory paint enabling four different colours on every vehicle, each activated with either warm or cold water. Themes include demons, predators, aquatics and carnivores, each with their own design. The collectable 1:55 die cast Disney Pixar Cars with lenticular eyes continue into spring, with 36 new variations. From 2010, fans of the animated series Cars Toons will be able to collect a new range of Cars Toons die cast characters, supporting new installments to the series, featuring on TV and the internet.

MAGIC BOX 01403 251286

Gogo’s Crazy Bones Power introduces 80 new characters as well as a new accompanying trading card game. Each packet (99p), contains two Gogos and two trading cards. One Gogo is a new metal character and is sure to be a prized asset in the playground. There are also ten Most Wanted limited edition characters to find. Magic Box is introducing new items for Christmas. The Gogo’s Crazy Bones Gold Series Tin (£8.99), is a limited edition containing ten of the most popular and sought after characters from the first three series. It also stores Gogo’s for swapping and gaming. The new Gogo’s Crazy Bones Boxes are available in a choice of four boxes and two different colours. Each box is shaped in the form of one of the characters. Each one contains a packet of Gogo’s Crazy Bones Power hidden inside and is priced at £2.99.

CRAZEE THINGZ 0845 230 2325

Jinx, based on the traditional origami game children have been playing for many years, is set to become a new playground regular. The product which is a re-useable fortune-teller was launched earlier this year and is also educational, develops imagination, helps with spelling and numeracy skills. Prepared and ready to use, the Jinx requires no folding, cutting or gluing and comes complete with stickers and a wipe clean pen so children can write their own messages on it. At £3, the Jinx is ideal as a pocket money toy or stocking filler, and comes in three designs options including Girl Power, Jinx Original and Jinx Animal.

SECTOR GUIDE PLAYGROUND CRAZES

www.toynewsmag.com

CORINTHIAN 01494 462640

Summer saw the launch of Marbz with characters from Ben 10 painted on them. Each sachet retails at 99p and contains five marbles and one of 12 different game cards to encourage children to discover games such as Boules or Wallbasha. There are 360 different marbles to collect, varying in size and colour. To drive the collectability, there are only 11 ice clear Ben 10 marbles in the series, making them the most sought after – and most valuable ones to own. Following the launch of Ben 10 Marbz, Corinthian is refreshing its collection in January to focus on Ben 10 Alien Force. There will be an announcement of new licences in the build up to Toy Fair, as well as the unveiling of a football themed Marbz series to coincide with the 2010 World Cup.

UPPER DECK

The TV-supported Dinosaur King Trading Card Game will continue with new Starter Sets, Boosters, an Easter product and Pre-Christmas products such as the Prehistoric Battle Kit set to launch throughout 2010. The Starter Set is an entry-level product and has a ready-to-play deck featuring many Dinosaurs from the TV series, a beginner’s guide and a battle mat. The set also comes with a nine-card booster pack and preview cards of future sets. The TV show the cards are based on, has 78 episodes with a third season in production. Upper Deck started distribution of the TCG in 2008 and has since recorded strong sales figures. One million booster packs were also launched into news trade in September

SPIN MASTER 08708 508408

0118 929 8520

2009 with a four-card introductory booster at 99p to stimulate trial. There will be further Huntik releases in 2010 to support the TCG with a Starter Set, boosters and a tin product. Boosters retail at £2.99 for nine cards, allowing players to purchase multiple packs as required and build up their starter decks into competitive ones. Spongi is a mouldable lightweight dough designed to be air dried so creations can be kept. It’s suitable for age four plus, and has a range of products from themed to pocket money refill packs. The Theme Packs (£2.99) are available for boys and girls with different characters and about 14 mini bits in each. Spongi has been TV supported and DRTV activity is now being planned for 2010.

CHARACTER OPTIONS 0161 633 9800

TREASURE TROVE 01285 762039

Hair-ee Sportz Mango-z are the latest characters from Magno-z and arrive in time for The World Cup. At £3.99 they come in a range of outfits and are available from February. Also available with free-standing display and video. Originator, Dominator and Illuminator Yo-yos are for beginners, intermediates and experts. In stock from February at £5.99. A floor display including video is available. Good Luck Minis are collectables from Safari. Retailing for 35 pence, stock is offered with revolving counter display. Every six months six styles are retired and six more introduced. AeroForce Gliders from Uberstix are new toys, which kids can build and fly and cost £6.99.

FLAIR 0208 643 0320

AIRFIX 01843 233525

The new Airfix starter sets are an introduction to the world of Airfix modelling. Easy to put together, all sets come complete with acrylic paints, glue and a brush allowing complete kit construction. The first category in the range contains 1:72 scale aircrafts, and the second category contains both 1:72 scale aircrafts and 1:32 scale cars. Some highlights from the range include the Supermarine Spitfire Mkla – £6.99; The Red Arrows Gnat – £6.99; The AW Seahawk – £6.99; The Aston Martin DB5 – £8.99 and the Ford Escort Mk1 – £8.99.

The Bakugan Booster and Starter packs have made the top 15 of all toys (Sept 09 YTD – NPD). Bakugan continues to grow with new additions and TV sponsorship of Toonatik and Action Stations. The range starts at £4.99. Tech Deck‘s collectability and sales history is driven by new and refreshed ideas. Its sales have grown by 190 per cent YTD. Mighty Beanz were a big craze in North America in 2003, selling over 100 million units and early 2010 will see their return to the toy market. For boys aged five to nine, Mighty Beanz are characters with unpredictable movements. Each bean belongs to a Bean Team and carries a rarity level to signify its value. The idea is to swap, collect and race them. There are five team members in each of the 20 teams per season.

Yomega launches a range of high performance yo-yos on Boxing Day with a TV ad campaign. The range includes three yo-yos – Yomega Brain, Fireball and Raider. Each has its own unique capabilities, but with one function in common – ease of use. Take a yo-yo capable of recordbreaking spins, add a patented centrifugal clutch providing automatic returns and you have Yomega’s yo-yo with a Brain. The Fireball is a unique yoyo capable of record breaking spins with the patented transaxle system. Finally, the Raider’s unparalleled performance is the result of a transaxle bearing system, which has virtually eliminated friction.

The Gormiti collection from Flair continues to grow and this year it will be supported by a TV series and have new collections supporting it. The Elemental Fusion range, available from January 2010, has all the features of classic Gormiti. The difference is microchip technology, which means Gormiti can speak to you. 35 new 3D figures will be launched, each chunkier than before with the addition of a concealed microchip under the foot. This is the component that allows the figure to talk and is activated when placed on the new Mystical Altar of Life. As each figure is placed on the Altar, it introduces itself and utters phrases from the series. Additionally, more figures and play sets will be available under the Elemental Fusion banner, including the new Forest playset and 12cm deluxe Action Figures. The introduction of the Elemental Transformer role play line allows boys to communicate directly with their favourite character.

DECEMBER 2009

SECTOR GUIDE PLAYGROUND CRAZES

MECCANO 01844 278888

Meccano has expanded some of its key ranges to include a greater selection of pocket money toys. The Build & Play collection now includes new pocket money lines featuring six sets, each building one miniature toy – a car, plane, bulldozer, helicopter, F1 vehicle and motorbike. This Micro Build and Play assortment offers simple construction using bulky nuts and bolts to get children building the cartoon-style vehicles and characters by clipping, twisting and screwing the parts together. This is the first entry price to the four plus system at £3.99. Another new pocket money offering is the new Nano Kits Assortment from the eight plus Kits range. Each set from the six strong assortment contains parts to construct one micro vehicle and retails at £2.99. All models will be available from January 2010 and come with an instruction leaflet and tools.

VIVID IMAGINATIONS

The Timmy Time range includes Poseable Figures (£2.99); Timmy and Paxton Push-Along Vehicles (£4.99); Timmy Time Soft Toys (£5.99) and Talking Timmy and Yabba plush (£9.99). The Disney plush range includes characters from Winnie the Pooh, Mickey Mouse, new movie Princess & the Frog or Toy Story for £5.99 each. Newborn Puppies and Kittens (£9.99) join AniMagic this spring. TV advertised and with four to collect, the toys are animated and meow, bark and slurp. The Fifi range features Fifi and friends Bath Squirters (£1.99); Fifi Poseable figures (£2.99); Playtime tot beanies (£5.99) including Buttercup and Daisy; Fifi and friends play-set assortment (£9.99); the Huggable assortment (£9.99) and the Fifi Fun Camera (£9.99). New for Roary are diecast (£3.99) and Push Along assortments (£4.99) and Rescue and Recovery Play-set. The friction car range welcomes Nick the police car (£9.99).

HASBRO

01483 449944

Teeny Little Families is based on the 90s toy range and features miniature animals that recycle rubbish. There are six Families Packs (£3.99) to collect. The Happy Homes Assortment (£6.99) features Mobile Manor, Cola Cottage and Clock House. The Pamper Assortment (£9.99) features the Fashion Boutique or Pampurr Parlour. The Twilight Ponies range features Charm Bracelets (£2.99) and there are six Treasure Ponies (£6.99). and each comes with a Star Buddy. There’s 12 to collect in the Stunt Riderz assortment (£4.99). The Big Air Jump Zone (£9.99) comes with figure, car and three-way ramp. The Thinkway Toy Story line distributed by Vivid includes Talk and See Camera and Talking Camera Phone (£9.99); Toy Story Pull n Go assortment; Toy Story Key Chains (£4.99); Toy Story Push Puppets (£5.99); Bucket O Soldiers Paratrooper two-pack (£3.99). and Toy Story Talking Pens (£5.99).

020 8722 7300

DRUMOND PARK 01506 855577

Consumer interest in the Rubik’s Cube continues and was the UK’s top selling game last Christmas (volume and value). Interest in participating in the firm’s annual Rubik’s Speedcubing Open Championship held each November, has grown. This year there were over 70 UK entrants and they had to solve the cube in under a minute. The Cube is TV advertised and has its own multi-media PR and promotions programme, which runs throughout the year. Plans are under way for a largescale, multi-faceted 30th Anniversary promotional programme, which will commence over the Easter holidays and continue up to Christmas 2010.

MARBEL 01208 873123

GREAT GIZMOS 01293 543221

Great Gizmos’ new range of Kaleidoscopes features many eyecatching designs to choose from, with each scope offering striking patterns of colour to create. To complement the range there will also be a collection of Crystal Scopes which when looked through, turn everyday objects into kaleidoscopic patterns.

DECEMBER 2009

When the Transformers characters are in disguise they take on the form of some iconic vehicles, like the Chevrolet Camaro Concept, Ford Mustang and GMC Topkick. The all-new Robot Powered Machines (RPMs) are nonconverting mini vehicles. The robot version of the character is featured on the underside of each vehicle so that you can identify what it would look like transformed. There are 12 mini vehicles to collect, including Optimus Prime/Semi Truck; Bumblebee/Camaro; and Barricade/Mustang. Collect all Mini Vehicles and re-enact some of the greatest scenes from Transformers: Revenge of the Fallen either on the floor or on the new Track Set. An extensive marketing campaign for the launch of Transformers RPM’s will run throughout autumn/winter and includes an action packed TV ad, PR and online activity.

The new spring collection of Littlest Petshop is aimed at girls aged five to nine years old who are among the most keen collectors. Each single pet comes with an accessory while Littlest Petshop collectables contain either two pet friends or a pet with an accessory. The spring campaign kicks off with 500,000 LPS posters, which will appear in special editions of Girl Talk and Go Girl. Each poster showcases the range of pets so even the most avid collectors can track and build their collection. Super Hero Squad Toys will launch in January 2010 with an extensive range of collectable figures from Marvel’s next animation installment. The range is backed by a TV animation series and features a wide range of price points for spring/summer and autumn/winter. All products are featured in the show. The range is backed by a major THQ game launch and a Burger King Meal Deal to maximise customer awareness.

Eitech Metal Construction Kits continue to capture children’s engineering imaginations. The starter kits retail from £4.99, making them ideal for pocket money offerings. The kids teach children about the world of construction and physics and as children improve their construction skills, there are sets available with increasing difficulty levels. Advanced sets including remote control and solar powered sets are also available. The I’M Toy range of pull back and go products (£3.99) comes in its own POS display box and features designs including racing cars, planes, trains and animals. All the items are produced from sustainable rubberwood and finished with non-toxic paint and varnishes.

SECTOR GUIDE PLAYGROUND CRAZES

WINNING MOVES 020 7298 9500

New Top Trumps titles hitting the shops are Toy Story in 3D, England Football Stars and Gogo’s Crazy Bones. Featuring the 30 hottest Bones, including the special Evolution series, Crazy Bones gives you the lowdown on all the figures along with rules for the best Gogo’s games, plus its history and gaming tips from Gogo’s Champions. Toy Story Top Trumps features all the toys from Andy’s bedroom, including Bullseye, Jessie and Woody. The Mutant Toys from Sid’s room are included too; Babyface, Legs and Jingle Joe. This pack puts Buzz Lightyear against Emperor Zurg in the battle of good vs evil. Lastly is the English Football Stars Top Trumps. Fabio Capello’s England team qualified for the 2010 World Cup by destroying all, now the Italian has tough decisions to make when picking his team. Celebrate England’s qualification and support the team’s World Cup bid with this patriotic pack.

FIESTA CRAFTS 020 8804 0563

The collectable Tellatale Finger Puppets are fairy tale character puppets that help to build your kids’ confidence and communication skills through role-play, while providing another source of entertainment for all the family. Tellatale Finger Puppets come in many characters including fairy tale favourites like Peter Pan, Cinderella, Snow White and Aladdin, as well as witches, firefighters, Vikings, dragons, parrots and monkeys. Individual Tellatale Finger Puppets retail at £2.49, with box sets from £9.99. Top Nobs character pencils include animals such as penguins, hedgehogs, squirrels, pandas, badgers, as well as alien characters in bright colours and some with click-clack wooden feet. The pencils retail at £1.75 each.

DECEMBER 2009

TOMY

With the addition of an LED light and AI sensor, Micro Pets-i can now avoid obstacles, chase a ball or a child’s finger around. Place two Pets in front of each other and they will interact. There are nine pets to collect, each priced at £9.99. The Micro Pets-i launch will be supported by a heavyweight marketing campaign featuring a 300 TVR campaign from January to June 2010, an interactive website, a giveaway and competition in leading girls’ magazines. Stickers can be used to decorate the Pets and will also contain a code which can be checked on the website to see if you have won a special edition one. K’Nex includes a selection of collectable pocket money toys. The K’Nex Intro Assortment includes models

SCHLEICH 01279 870000

Schleich offers a range of pocket money toys with a variety to collect from farm and wildlife animals through to historical and fantasy figures. The small figures can be taken out and played with anywhere. Boys and girls from pre-school age and up can create their own stories with the vast selection of animals, figures and accessories available in each range. Attractive point of sale merchandise makes sure all Schleich’s figures are displayed to maximise their sales.

020 8722 7300

with parts that can spin, move or turn. There is a helicopter, plane, swamp boat and go-kart available and they each retail at £1.99. The 4x Dragsters Assortment are packaged in a wheel. Use the rods, connectors, wheels and K’Nex bricks to build the red, blue or green speed machines, priced at £3.99. With the K’Nex Ten Model Building Set Assortment you can build construction vehicles, city rides or tractors ad trucks. It also includes K’Nex men and the new Light-Up Brick, which is activated without batteries by pullback powers. It retails at £9.99. Tomy is supporting K’Nex with TV advertising. This will be the first time the brand has featured on TV for three years.

MV SPORTS 0121 748 8043

MV’s pocket money range for 2009 consists of the highly popular Gogo’s Crazy Bones collectables plush range. With initial stocks selling out within the first week, the secret to the success of this plush series is the addition of two authentic Crazy Bones characters hidden away in a securely zipped pocket. The four-inch range of Crazy Bones Clippers comprises eight characters with a handy clip to attach to school bags and belts. The pioneering six-inch Crazy Bones Reversers enable the characters to be turned inside out to reveal an ultra rare colourway.

GREEN BOARD GAMES 01494 538999

Green Board Games has announced Manchester United Snap – the newest addition to its snap range. In this game, Manchester United fans will find their favourite players, their shirt number, signature and the national flag of the team they represent internationally. Simple to play, you would, for example, snap Michael Owen’s photo with the number seven shirt. Presented in a tiered point of sale unit with a suggested retail price of £4 per pack, the snap games are a pocket money game or an impulse buy for parents. As with all Green Board Games, this product offers retailers a 50 per cent margin.

REVELL 01442 890285

Revell, a designer of plastic model kits, has seen the Star Wars EasyKit range continue to grow with new additions continually being added to the range. Whether it’s the Star Wars Millennium Falcon or the Anakin’s Jedi Starfighter, each kit comes with pre-painted and printed parts ready for kids to snap together and build their own Star Wars model. Easykits retail at £4.99 each.

SECTOR GUIDE PLAYGROUND CRAZES

www.toynewsmag.com

HALSALL 01253 778888 Sky Zoomerz from Halsall are gas-filled mega-bounce balls, available in two sizes and can bounce up to 15 metres high. Part of the top Jokes and Gags range, the 65mm Sky Zoomerz is supplied in assorted colours. The larger 100mm balls are available in Halsall’s Hot Shots range. Both sizes are supplied in branded display boxes and retail from £1.99. Halsall’s Teamsterz and Roadsterz ranges provide an array of die-cast, radio control, special feature and plastic vehicles as well as racing track sets across all major pocket money price points. The new Nitro sub-range of Teamsterz offers special feature radio control and battery operated vehicles. Halsall also provides other lines, offering over 1,000 everyday toys all year round. With new product launches, new range logo and packaging designs for 2010, Halsall’s offering includes girl brands Razzle Dazzle, Swat Academy and Combat Force military toys.

JOHN CRANE 01604 774949

Peg Puzzles from Branching Out by John Crane are a collection of four brightly coloured puzzles. The products are seeing something of a resurgence as many consumers turn to traditional toys in the economic downturn. With four to collect, the combinations include: Sea Life, Pets, a House and a Fruit puzzle, all featuring familiar imagery. The chunky natural wooden peg on each piece makes for easy lifting while the puzzles promote shape matching and new vocabulary. The Peg Puzzles retail at around £2.50 each.

RE:CREATION

Zeebeez are explosive bouncing pocket sized toys. Flip, twist and drop onto any hard surface and on impact the Zeebeez will launch skyward as it snaps back into shape. Available in new licences for 2010 including Disney Cars, Toy Story, Princess, Fairies and Gogo’s Crazy Bones. Bionic Putty is a new form of play putty which you can sculpt, pop, bounce, shine, stretch or snap before watching it melt like ice-cream. Available in two sizes, this play putty has seven different variations to choose from and will never dry out. New for the Horrid Henry range in 2010 is Horrid Henry’s Bucket of Glop – a slime pot filled with slugs and worms. Also new to the range are Yucky Balls, where Henry characters float in slime

ESDEVIUM GAMES September saw the introduction of the latest series – Gogo’s Crazy Bones Power. This range includes 80 new characters as well as a new trading card game. Continuing its growth of the past few years, the Pokemon Trading Card Game continues to soar. The global release of the new Arceus set includes two booster packs, two different themed decks, and poster pack boxes, which include several booster packs along with a fullsized themed Pokemon poster. In addition, Christmas sees the release of new collectable tins and special Arceus themed tins. Konami Digital Entertainment is embarking on a marketing promotion in the UK for its Yu-Gi-Oh trading card game. Ads have been running from September and detail the new sets and booster packs. All new cards feature

0118 973 6222

filled balls with creepy crawlies, worms, fish bones and banana skins for company. Stylus is a new range of toy and game pens, which enable you to mix and match colourful beads to create new designs every time you write, including licences from Lego and Play Doh. Games include Monopoly, Pinball, Trouble, Boggle and Barrel of Monkeys. The Lego assortments include Police and Rescue designs and Star Wars characters Darth Vader, Yoda, R2D2 and Luke Skywalker. Phlatball is a sports toy that transforms from a disk into a ball when it is thrown. New licences for the junior designs for 2010 include Toy Story, Ben 10 and Spider Man.

THE IN THING 0845 365 3030

Gogo’s Crazy Bones now comes to the world of creative arts and crafts as The In Thing introduces a new range of art sets and stationary kits to the licence. The mini art cases are shaped as different Crazy Bone characters and retail at £1.99. As well as the mini version there is a larger version but with more arty accessories inside. The firm will also offer a Crazy Bones Stationary Pack.

HABA 0161 304 9555

01420 593500 characters and spells seen in the new Yu-Gi-Oh 5D cartoon series currently showing on CiTV. The Club Penguin trading card game is integrated with the virtual world where kids can play the new Card Jitsu online or offline with friends and family. The game features online code cards that unlock exclusive power cards on the website. The series also includes collectable golden code cards in selected packs. There are 48 Game Cards to collect within the second release, along with eight customisable penguin cards with 12 dress-up stickers and 12 Foil Power Cards. Esdevium Games will be launching a new Gormiti Trading Card Game from January 2010. The game will launch with starter decks and booster packs, with additional sets to follow later in the year.

Haba’s range of pocket money priced games in a tin feature many products under £5 and based on traditional game ideas. Each activity is contained in its own tin and is ideal for kids on the go. The range features over 30 activities including card, catching and mini board games. The new Terra Kids range of pendant key rings from Haba include a strap and strong aluminium carabiner and each has its own useful function. The retractable keyring ensures kids unlock the door without removing the key from their belt, while the emergency capsule contains a note for important data. The collection includes a spirit level, crane hook, a twitter, a compass, thermometer, magnifier, whistle and a miniature hour glass. The Terra Kids Microscope magnifies specimens up to 30 times. It comes with all that’s required to examine samples, including tweezers, glass vials and sample slides. Encased in a fold-up fabric wallet, the microscope is easy to transport.

DECEMBER 2009

SECTOR GUIDE PLAYGROUND CRAZES

MAPS TOYS 01483 776006

Yummy Dough is the modelling compound that has the unique bonus that everything you create makes a tasty treat too. Bridging the gap between cooking and creative play, each box of Yummy Dough contains four different coloured packets of the compound which, when mixed with water, becomes a malleable dough. Kids will have hours of creative fun making flat shapes and 3D objects that once complete can be baked in the oven to set them firm. The dough is safe to eat raw but when cooked, creates a biscuity treat that can be eaten or given as a gift. Yummy Dough has its own dedicated website www.yummydough.com where kids can download ideas and tips and even upload images of their own creations.

IMC TOYS 01904 720908

Under the Disney licence, IMC Toys has created the first line of solar-powered figures that feature unique and exclusive Disney designs. Now Ariel, Tinkerbell, Cinderella, Snow White, Winnie the Pooh, Mickey and Minnie Mouse, Eeyore and Dumbo are available as Solar Friends, each with their own different movements. They walk, move their heads, hands and tail, and much more. Targeted at girls between five and nine years of age, Disney Solar Friends is a collectable line and each character has its own way of moving, which makes it unique. With a look inspired by and targeted at the new iPod generation, they are modern and innovative. The line ventures on alternative and ecological energy, while proposing an innovative way to play. The first collection is launching with ten different Solar Friends, but the family will continue to grow with new characters.

DECEMBER 2009

MARTIN YAFFE

Collectable characters of Lazytown’s Stephanie and Sportacus are carry along items for aspiring heroes, while themed beanies of Little Princess allow kids to reenact all of the royal rogue’s adventures. Puzzles and games from the new Waybuloo range will keep children occupied, while Wobble Balls and play balls are pocket sized toys. Collapsibles of In the Night Garden, Mr Men and Waybuloo see characters fall into different poses and then spring back in to life, as the push button is pressed and released. Born to Play offers articulated Bob the Builder characters. Sportacus, Stephanie and Robbie Rotten bendy character figures are also available.

UNDERGROUND TOYS 0207 8016325

Underground Toys has introduced the Ben 10 Omnitrix Sound Blaster. This light and sound effects key-chain mimics Ben’s Omnitrix with five different sound effects. One of the sounds is a secret and can be found by pressing the right combination of two buttons.

01706 717800

The new collection of 3rd and Bird wooden toys feature a pull along train and puppet theatre. Two impulse lines complete the range: pull string characters of Muffin, Samuel and Rudy; three colour co-ordinated character whistles, with hot stamp graphics, which all make bird sounds. Born to Play’s new range of soft play balls are perfectly sized for little hands and ideal for games of catch and football. These impulse items feature character images from pre-school brands Waybuloo, Little Princess, Bob the Builder and, for older children, LazyTown and Ben 10. Bat & ball sets, skipping ropes and basketballs from the LazyTown range encourage active and healthy play.

WIND DESIGNS 0844 257 1180

Wind Designs provides a wide range of juggling products from Mister Babache, Henrys, Poi Poi, Lunastix and Funtrix. Products include diabolos, clubs, devil sticks, juggling balls and more. The firm’s range of children’s kites and single-line kites from HQ and Eolo Sport are easy to use and fly, and are available in a range of shapes and sizes including animal kites, Disney kites and Star Wars options. Astrojax, Boomerangs, Flying Toys and Yo-Yo’s are just a few of the toys available. With yo-yo’s set to make a come back, the FX-1 Atomic yo-yo from Power Yo, is a lower priced way to get involved.

RAINBOW DESIGNS 0870 758 7700

New to Rainbow’s Beatrix Potter Classics collection are pens and pencils with metal charms, a small notebook and a stationery set. This set includes a notebook, ruler, sharpener and eraser, all featuring the Peter Rabbit and Jemima Puddle-duck characters. The Classic Paddington Bear range also features pens and pencils with metal charms, notebook and a stationery set – including a ruler, sharpener and an eraser. Snoopy’s line includes pens and pencils with metal charms and an A5 notebook, as does the Miffy range. The Wallace and Gromit collection offers the same products, but with a metal covered A5 notebook.

LE TOY VAN 020 8979 2036

Budkins bendy range of poseable wooden characters from Le Toy Van are going to be joined by some new characters in 2010. Sold at pocket money prices, each hand crafted and ethically produced Budkin comes complete with a detailed fabric outfit and is individually boxed in stylish and versatile packaging. Following a launch in May 2009, the selection of 80-plus characters is collectable and can be played in conjunction with Le Toy Van’s painted wooden play-sets. The range of characters includes everyday life, pirates, fairytale, knights, fantasy and historical. Merchandising options are available. Whether given individually, or as part of a play-set, Budkins are suitable for ages three and up. Fully supported by the new website at www.budkins.com.

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Dedicated monthly retail coverage

Retail Only News • Data • Opinion

Alworths opens its doors by Katie Roberts FORMER WOOLWORTHS employee, Andy Latham, has opened the first five stores of the new retail chain, Alworths. Latham worked at Woolworths for over 25 years and was the ex-head of store and concession development when it went into administration. Along with his team of 15 ex-Woolies staff, he set up the new general retail chain in just 66 days. The stores opened so far are located in Didcot, Amersham, Evesham, Warminster and Wokingham and were formed using personal private investment. Latham’s future plan is to open another 17 stores within the next 12 months. Stores will be situated in

High Street locations, predominantly in market towns. As well as creating new roles for ex-Woolies head office staff members, Alworths has also been responsible for creating around 35 jobs in each town and, where possible, has tried to recruit staff and managers who were made redundant when Woolworths closed last year. At the opening of the Didcot store, Latham said: “This is such a

great feeling to open our first store. We’ve managed to do this in just 66 days which has been an amazing achievement – it’s thanks to the great team around me who share my vision of wanting to regenerate the High Street and provide a service to the local community.” Helen Benson, manager of the Didcot store added: “I am so excited to be the manager of the first Alworths store and to be launching a new retail chain in Didcot. “The town has really missed having a variety store that stocks everything from toys to sweets to homeware. It has also been fantastic to be a part of something that has reunited former Woolies colleagues from around the Oxfordshire area.” Alworths: 01737 852266

The Entertainer unveils expansion plans THE ENTERTAINER is planning to open 50 new stores and has outsourcesd its warehouse and transport operations. Following strong likefor-like growth in all areas of the business, the retailer is planning significant growth over the next four years and hopes to open up to 50 new stores. To underpin this growth, warehouse and transport operations will be relocated to a larger site and outsourced to TDG, a third party logistics company. The new warehouse is in Swindon and covers 175,000 sq ft, almost three times the size of the current warehouse, giving greater capacity and flexibility. Operations will commence in February 2010.

The existing fulfilment operations for thetoyshop.com and thegadgetshop.com will also relocate to the Little Chalfont warehouse in February also, opening up a number of opportunities for new roles. The Entertainer’s Head Office also continues to grow, but will remain in Little Chalfont, Bucks.

The decision impacts a number of people locally, and MD, Gary Grant said: “I have nothing but praise and gratitude for the local team at Little Chalfont for their understanding, flexibility and commitment to the business and we will do everything possible to support them throughout this period of change. “The 28 people who are affected by this announcement will be offered the opportunity to transfer to TDG under TUPE, apply for a number of positions that will exist at Little Chalfont after the transfer or as a last resort leave under severance arrangements.” The Entertainer: 0844 800 5100

Hero Product Page 55 Find out more about Mattel’s plans for Thomas and Friends as the new master toy…

Charts Page 5 This month’s retail charts feature: Play.com, The Entertainer, Asda, Amazon and The Toy Shop UK…

New products Page 54 Ready to hit shelves are offerings from Panic Games, Wind Designs, Pocketfit Kidz and Hasbro...

Events Page 66 The industry is looking ahead to Toy Fair, Spring Fair and Nuremberg…

TALKING SHOP

All change for indies This month, we spoke to retailers about how trading has changed over the past year. We wanted to know who is picking up the Woolworths trade, what changes have needed to be made and whether toy retailers have benefited from extra sales…

“FOOTFALL IS UP TEN PER CENT YEAR-ON-YEAR” IN OUR first two and a half years of trading, our plan was to differentiate ourselves from the major toy retailers, or where we did compete, ensuring we provided a better service and wider range. Woolworths going has changed the tactics a little, and whilst not forgetting our existing loyal customers, we have brought more mainstream products in. The most obvious example would be Tomy, which was a brand we wouldn’t have considered in the past, but is now well established here and doing well. We’ve also brought in more big-ticket items, to capture the big present purchases that people previously went to Woolworths for.

“OUR BUSINESS IS GROWING MONTH ON MONTH” JACKEN OPENED on October 4th 2008 not long before the Woolworths store closed here in Penarth. We are local people, know the schools, know what the parents want and opened a traditional toy shop. Yes with Woolworths closed it’s been a major competitor out of the way and our business is growing month on month. Are the Woolworths customers still spending money? Not so sure in the recession. After all that’s why Woolworths closed. Ken and Jackie Pile, Jacken, Penarth

The customer demographic has widened. That has brought with it challenges in brand education for

Tomy was a brand we wouldn’t have considered in the past, but is now well established here and doing well. customers, particularly thinking about pre-school, where we don’t tend to stock the TV-advertised names and new customers haven’t heard of brands like Manhattan Toy, Wonderworld, Melissa & Doug, etc.

Footfall is up around ten per cent year-on-year, however, the average transaction is up significantly more than that. That’s largely down to customers buying everything they need for, for example, a child’s birthday and us stocking more bigticket items. On the flip side, more mainstream brands means lower overall margin. We’re not being asked for significantly different products – we’re pretty good on the hot crazes like Gormiti, Bakugan, etc. The only brand we’re asked repeatedly for, which we don’t stock, is Lego. Duncan Connor, Bus Stop Toy Shop, Largs, Scotland

“WE’VE SEEN A LARGE INCREASE IN THE NUMBER OF CUSTOMERS”

OUR RANGE has not changed with the closure of Woolworths as Smyths Toys Superstores have always carried a wide range of high quality, good value toys. We have not noticed a different type of customer, but we have definitely seen a large increase in the number of customers into our stores. This can be marginally attributed to the closure of the

Woolworths chain, but as we are relatively new to the UK market, where we have been steadily building our customer base over the past few years, and would feel that a lot of this increase is down to word of mouth about our wide range of products on offer, good reputation for product availability and our competitive prices. Jamie Darby, Smyths Toys

“IT’S BEEN PHENOMENAL” WE ARE an online only business, which launched six months ago and we have been exceptionally busy so far. We do offer a service for local people meaning they can order online and pick up the item directly from us, which has been very popular. Speaking from personal experience, I know that many people are turning to online instead of the High Street. In our case, Woolworths was a big part of the community in Lancaster and was used for many gift and toy purchases. The nearest toy shop is now 30 miles away, so I think a lot of that custom is moving online. A new toy shop has opened recently in Lancaster and I think it will probably do very well for that reason.

The nearest toy shop is 30 miles away, so I think a lot of that custom is now online. I think in general there are less actual toy shops than there used to be and I think that’s as a result of people increasingly using the internet to source toys. Websites don’t have the overheads that traditional shops do, so they are often a more attractive option. The web-based retailers can also then pass on the savings to the customer and as long as we make sure we are pricing sensibly, it can work well. I’ve never worked in direct competition with Woolworths, but what I can say is that as a new business that began trading in a year of recession, we’ve done very well. In six months, we have already had to move to new premises in order to expand the business and have taken on new staff too. It’s been phenomenal. Carol Lingard, Hooray for Toys, Lancaster

TALKING SHOP

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“WOOLIES SHOPPERS ARE TURNING TO ONLINE” UP UNTIL August, I was an online only business and I didn’t open my shop until then, so it is difficult for me to say what effect the closure of Woolworths has had on toy shops as such. I have never traded in a shop while Woolworths was still in business.

Unfortunately, Lego isn’t taking on any new accounts at the moment, but I would definitely look at stocking those kinds of ranges if the consumer demand is there. Debbie Kelly, Kelly Toys, Derby

“PEOPLE ARE FOCUSING ON VALUE FOR MONEY” THE CLOSURE of Woolworths and the downturn in the economy have had some remarkably positive effects for us. With people focusing more on value for money, we’ve seen a massive increase in people prepared to pay a little more for good quality, high play value toys in natural materials.

don’t provide long term delight. One of the big changes this year has been people really taking on board that online sales are well protected and can often offer a better customer service than revisiting town to wrestle with an anonymous supervisor to resolve a problem. That has hugely increased

The closure of Woolworths and the downturn in the economy have had some remarkably positive effects for us. We’ve seen people focusing more on value for money. Our wooden toys, educational jigsaws and innovative craft kits that provide long stretches of child involvement have all been hugely popular, while people have noticeably moved away from things which are a cheap plastic hit but

“IT’S HAD A MAJOR EFFECT”

think a lot of the Woolworths customers are going to the bigger supermarkets to find their toys. I tend to sell more traditional lines in my store, but we are getting people coming in and asking for toys that probably would have been stocked at Woolworths, like Lego and Playmobil.

I tend to sell more traditional lines in my store, but we are getting people coming in and asking for toys that probably would have been stocked at Woolies, like Lego and Playmobil. I do think that a lot of the customers who shopped at Woolworths are turning to online sales, however, and there is a market trend for an increase in traffic to online toy shops. I also

our customer numbers and allowed us to offer even more variety of quality products and we have increased our sales team to cope with the extra sales. Merry Raymond, Play Merrily Toy Shop, Peterborough

WOOLWORTHS’ CLOSURE has had a major effect of our business from the closing of its doors on December 5th last year. I run four stores and in three of the towns we occupy, there were Woolworths, so the closure has had a big effect on my business as a whole.

incredibly well. We are based on the coast and had some fantastic weather this summer, so we did particularly well over that period with outdoor toys. Trading conditions have been difficult over the last eighteen months, so if you take a big player

I run four stores and in three of the towns we occupy, there were Woolworths, so the closure has had a big effect on my business as a whole. Sales are up and they have been throughout the whole year. Sales are up and they have been throughout the whole year. Compared to last year, sales are considerably up, and in comparison to 2007, they are up a bit, but I would say we are now regaining lost ground. The key now is to capitalise on this for the Christmas period and try to boost sales even further. On of my stores is in Bury St Edmunds, where the Woolworths was huge and covered around 8,000 square feet, so that store has seen a big increase in footfall and sales. We have introduced some new products that were traditionally Woolworths stock, like lunchboxes in the summer, which sold

out of the equation, it’s good news for those of us who are still in the running. I am now looking forward to a good Christmas and hoping to attract those customers if we can remain competitive. The difficulty is that we now need to compete with the supermarkets. The question with them is, do they really want to sell toys, or are they just driving traffic into their stores? The suppliers should be making sure they look after those who really want to sell toys and who understand the business as longterm customers. Jon Starlings, Starlings Toymaster

DO YOU HAVE A RETAIL ISSUE WHICH YOU WOULD LIKE TO COMMENT ON? ANY WORDS OF WISDOM (HOWEVER SHORT) FOR YOUR FELLOW TOY RETAILERS? A PROBLEM THAT WE MIGHT BE ABLE TO HELP WITH PERHAPS? LET US KNOW. Email: ronnie.dungan@intentmedia.co.uk or call us on 01992 535646 and let us hear your thoughts.

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HIGHSTREET COUNTER INSURGENT Dispatches from the retail front line... A FRIEND asked me the other day whether we were affected by all these CRB checks on people who have contact with children. At first I thought, ‘of course we bloody well aren’t’ and that I would defend my right to less paperwork with all my worth. But are we? We are in contact with children, we try to lure children into our world and our environment, so should we be? It’s a dangerous question to ask. Some idiot will say yes and every shop worker in Britain will have to be vetted and then where does it stop? We try to make sure that we interact with the children who come in the shop. I hope that once a kid gets to talk to me they can see I’m not a big scary shopkeeperman; I even

know about getting down to their level and all the other child psychology stuff but, is this dangerous ground? You only need one parent to take it the wrong way, or one chav brought up on watching Shameless to start mouthing off (for those of you who don’t know, this was the programme that ‘inspired’ the Shannon Mathews hoax). What if that unintelligent twerp went to the police and press? You wouldn’t have a business. The other day some kid was hell bent on destroying the VSmile demo unit in the shop. His mother (the mouth) asked in the most unpolite and “chavvy” way for me to get it working as her kid was “doin’ her ‘ed in”. No sooner had the screen burst into life than this woman said “Rite. U stay ere with the bloke while I go lookin at uvver stuff ”, and was practically running away and gone before I managed to stop

her. I couldn’t leave the snotty nosed little blighter, and as always the staff had scattered

snot on his coat and face. D) I knew that as soon as she had tied up a member of staff

We try to make sure we interact with the children who come into the shop. Is this dangerous ground? so I was not best pleased as: A) I had a lot to do. B) I’m not a patient man when a child is smashing the VSmile controller against the TV screen and glass case we keep the stock in. C) I didn’t really want to catch the cold that the child obviously had, judging by the

she would go on the nick. I managed to get him to look at the screen and push a few of the nice bright lights just as a member of staff had to come out of hiding to ask me a question. Of course I knew the answer in my head, but I said I would just have to check and left the poor girl

with this kid. I felt a pang of guilt and went to find the mother and asked her if she could go back to her child as he wanted mummy and we couldn’t spend all day looking after him. She discussed my parentage and said she would go to Toy R Us where they have staff to play with her child (more like to stop him destroying the place). We have all had run ins with these type of people. They know “there rites” even though they can’t spell or add and, I know I’m going to sound old now, but some of the kids with kids nowadays are just the sort who could destroy a business with an accusation. What protection do we have? Should we do a voluntary CRB check on all our staff so we are covered? A can of worms that, certainly, no politician is going to want to open, I feel.

TOY

PRICE CHECK: DECEMBER 2009

STORE

DECEMBER 2009

Peppa Pig Tumble and Spin Jumbo

Transformers: Revenge of the Fallen Supreme Combiner Destruction Devastator Hasbro

Lego Games – Minotaurus Lego

Star Friends Doll Bandai

Play Doh Magic Swirl Ice Cream Shop Hasbro

£12.99

£74.98

£16.98

N/A

£17.99

£9.99

£89.95

£22.99

£28.49

£17.09

£13.00

£89.99

£17.99

£24.99

£18.00

£8.99

£94.99

N/A

£15.99

£9.99

£99.99

£16.98

£29.99

£14.49

RETAIL ONLY

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