ToyNews Issue 103 March 2010

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

INSIDE…

THE GONG SHOW Who won what at the BTHA/TRA awards evening

WEST LONDON MASSIVE Toy Fair returns to Olympia.

But was the move a success?

SCIENCE FACTIONS Product highlights from the science and education sector

THE GREAT OUTDOORS The best new offerings in the sport and outdoor toys market

Contents REGULARS 4

News

14

Appointments

16

Exclusive NPD analysis

20

TV ratings

23

Campaign of the month

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

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

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

THE WEST WIN

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

LICENSING 26

News

28

Toy Fair feedback

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

Jon Salisbury Contributor jon@wotkidzwant.com

FEATURES 7

Toy Fair quotes

Stuart Dinsey Publisher

8

Toy Fair Awards

Stuart.Dinsey@intentmedia.co.uk

18

Great Gizmos

33

Science and Education

41

Outdoor toys

RETAIL 51

Retail news

52

Counter Insurgent

52

Price Check

53

Retail Charts

54

Hero Product

COMMENT

Editorial: 01992 535646 Advertising: 01992 535647

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AUDITED CIRCULATION: Average Net Circulation: 6,011 July 1st 2008 to June 30th 2009. www.toynews-online.biz ■ ToyNews circulation is 17.3% higher than its closest competitor.

■ ToyNews requested or paid for circulation is 21.7% higher than its closest competitor.

■ ToyNews has 100% named circulation and 0% duplication.

YOU CAN prove anything with statistics. And in these days of school league tables, massaged unemployment numbers and expenditure figures as long as you’ve got the right data it seems you can convince people of anything.

Time was, when people looked at the evidence around them and formed their own conclusions rather than take mere figures as the truth.

Good to see that we are once again relying on these trusted old methods to evaluate the success of Toy Fair then. Once again, no stats to tell us exactly how many people came through the door, instead we have to depend upon the feel, the buzz, the perception. And that tells us that Toy Fair’s return to Olympia in West London was overwhelmingly popular. With a different-sized

Even our online poll showed that 86 per cent say the venue and shorter show made it better hall and a different layout it is difficult to make comparisons, but there can be no doubt that this was a busy show with full aisles and none of the traditional last day drop-off in traffic.

An unqualified success you could say. Even our own online poll showed that 86 per cent say the venue and shorter three-day duration made the show better. Some might view a return to Olympia as a retreat but it was necessary to keep the show alive.

And while East London may have had its charms, and improvements had been made, I haven’t heard one single person pining for ExCeL, put it that way.

Ronnie Dungan ronnie.dungan@intentmedia.co.uk

www.toynews-online.biz 33,000 readers every month!

The only place to put your products and jobs online Contact Emily Briggs Telephone: 01992 535 647 Email: emily.briggs@intentmedia.co.uk

4

NEWS

TV/DVD aids Mattel brands CGI-animated TV show to bolster Battle Force range, as new Barbie DVD-release lifts iconic fashion doll line

by Ronnie Dungan MATTEL’S HOT Wheels Battle Force 5 brand will be boosted by the launch of a new animated TV show, launching this summer, while the latest Barbie DVD release will do the same for the fashion doll line.

Featuring the latest CGI animation, the show, which has already received a strong reception in the US, where it began broadcast on Cartoon Network in 2009, delivers racing action with fantasy vehicles.

The show follows the adventures of a group of elite drivers who try to save earth from enemy aliens.

Mattel marketing director, Erica Zubriski, explained: “Battle Force 5 offers a new and exciting entertainment concept with supercharged vehicle action that Hot Wheels fans have never seen before.

This, combined with our strong broadcast platform, provides a unique opportunity for the brand to reach boys in an innovative and engaging way that is incremental to the core Hot Wheels business.”

Meanwhile, released on DVD on March 22nd is the new Barbie film, A Mermaid Tale.

In the film, Barbie is Liah Summers, a champion surfer whose world changes when she uncovers a

family secret and sets off on an underwater adventure.

The release will benefit from a heavyweight four-week TV advertising and sponsorship campaign that will reach 97 per cent

of girls aged 4-9-years-old. In addition, Barbie will sponsor four channels - Boomerang, Cartoon Network, CNToo and Cartoonito.

The activity will run for a month and will include promotional TV spots, a branded microsite and banner ads, plus a mum-targeted campaign with week-long sponsorship of This Morning.

It will also continue the successful partnership with The Daily Express with a promotion giving away a bespoke Barbie in A Mermaid Tale story and activity book. A comprehensive girls’ press campaign and extensive PR activity will also support the range.

Zubriski commented: “We have a fantastic toy line that really complements the movie and with our extensive marketing support, this will be a must-have and see for girls.

Mattel is best-in-class at creating engaging content that brings toys to life and developing comprehensive marketing programmes that engage the consumer.”

Mattel: 01628 500000

Hasbro jacks up Tonka line Vehicle brand rejuvenated by new customisable Mod Machines collectable range

by Ronnie Dungan HASBRO IS making a major push with its Tonka line this year, and hopes its new range will complete the iconic brand’s comeback.

The line’s re-invention includes Mod Machines (for boys aged four to seven) which can be customised by adjusting the ride height and adding accessories. They are available in three sizes – five, nine and 16-inch – with all parts interchangeable.

Also available for autumn/winter is a line of mini-trucks called Mini Mod Machines. Each mini die-cast truck comes with a re-positionable axel base, body overwraps and tyre tread skins. There will be 30 available.

MARCH 2010

“Tonka is a line that has so much awareness,” Holger Kraetschmer, senior director, global brand development told ToyNews. “When you think about brand awareness it’s probably the number one brand in the company. It has been really interesting to see how relevant it still is. And it goes all the way up to the R/C range.

“We’re re-investing in the brand.

Stretching the range to capture the macro-consumer trends of customisation and personalisation.”

The range is supported by TV from August to December featuring the Mod Machines and the Ricochet R/C, as well as with press and PR. Hasbro: 0208 569 1234

Tonka’s brand heritage makes it one of Hasbro’s priority lines this year

NEWS

www.toynews-online.biz

5

Industry hails move back to Olympia Return to West London venue applauded as revitalised show regains elusive trade fair atmosphere

by Ronnie Dungan THE INDUSTRY has given a resounding thumbs up to the BTHA’s decision to move Toy Fair back to Olympia, as the feelgood factor returned to the trade show.

Although there are still no official attendance figures for the event, aisle traffic was busier and the traditional last day slump was conspicuous by its absence.

Exhibitors were pleased with both the venue itself, stand appearance and the quantity and quality of visitors attending.

“Shifting venues was key in making this year’s show one of the most positive Toy Fair environments for many years,” said Kieran McCloud, marketing manager of Re:creation.

“We had three full days of appointments with both independents and high street retailers,” added Simon Pilkington, MD of John Adams and Toy Brokers.

“A large number of both major retailers and independents visited the Meccano stand over the course of the event and the feedback we received was incredibly positive,” said

Sue Barratt, Country Manager, Meccano Toys (UK).

Toy Fair chairman, Jon Diver, commented: “This has been a major milestone year for Toy Fair as our

move back to Olympia has coincided with a renewed optimism within the market. The new format and new venue have clearly injected a new energy into the event.”

Leapfrog on the right Path LEAPFROG’S targeted email database of customers connected to its Learning Path has now reached 170,000 in the UK, according to the firm’s latest figures.

The worldwide figure now stands at nearly three million, with the firm adding 50,000 UK names in the week after Christmas alone.

Those signing up to receive the Leapfrog emails have to opt in and so far some 85 per cent of customers have done so. Once they sign up they receive information on product recommendations and retail offers.

“It’s because we know what they have bought and what they play with that we are able to make suggestions for what to go for next,” said marketing manager David Lubliner.

“This is 100 per cent people who are the right age, like our products and want to hear from us,” added UK MD Chris Spalding.

“TV is a very shotgun approach so a lot is wasted on people who are not interested in the message. Our click through rates are about 20 per cent.”

SPALDING: Targeted approach

The system is used to drive customers to offers which Leapfrog creates with its retail partners.

“When you have 4,000 to 5,000 people of that calibre being driven towards a retailer offer, that makes it a very powerful tool,” added Spalding.

Leapfrog: 01702 200244

This is one hundred per cent people who want to hear from us.

Chris Spalding

JAKKS PACIFIC is readying itself for another push in the UK with a new, bigger, office in Ascot setting up in March. The firm has recently hired Ken Goodisson, formerly of Hasbro, as UK marketing manager. Product partners in the UK include Vivid Imaginations, Flair and Character Options. The firm will be revealing more about its plans in next month’s ToyNews.

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REVIEW TOY FAIR 2010

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07

Way out west This year’s Toy Fair saw a move back to West London and Olympia and a new three-day format. Each day was packed with events, visitor and exhibitor numbers were up and feedback has been almost universally positive…

“Making it three days was a great move as there was no ‘day of death,’ which usually happened on the Saturday at ExCeL. This concentrated the serious professional visitors mind and the casual visitor did not seem so much in attendance.”

Rob Trup, MD, Fiesta Crafts “I would say the visitors were good quality and therefore valuable to our business. We also did a show deal which helped sales both during and after the event.”

Vanessa Champion, marketing consultant, Creativity International “Shifting venues was key in making this year’s show one of the most positive Toy Fair environments for many years. There was a real sense of excitement throughout the event and I believe the venue was a key contributor.”

Kieran McCloud, marketing manager, Re:creation “There was a fantastic atmosphere at Olympia. Definitely a positive step to return to this venue. It is far easier to get to and closer to the attractions in central London. We had three full days of appointments with independents and high-street retailers.”

Simon Pilkington, MD, John Adams and Toy Brokers “Overall the quality of enquiries was high with orders being taken throughout all three days. New account enquiries were high and appointments for after the show have been good. The majority of our enquiries were from retailers and internet companies.”

Mark Dearing, Sales Coordinator, Earlybird Toys “We have always supported Toy Fair which is the one event that brings the industry together in the UK. Not supporting Toy Fair is in my view not

This year’s Toy Fair was an instant success among exhibitors with its three day format and great deal of licensors and inventors it drew in

supporting the industry. The move to Olympia allowed easier access for more visitors and we benefitted from extra people attending the show.”

Kevin Jones, managing director, Spin Master UK “Our experience of Toy Fair was positive and we are currently planning to exhibit again next year.”

Sonia Wilkinson, marketing manager, Green Board Games “We were extremely satisfied with its new location for a number of reasons but mainly, for the greater atmosphere in the halls. The look and feel of the fair was excellent. The only downside I feel, is that [pre] registration for all concerned was a mistake. Cartamundi will definitely be attending 2011 Toy Fair, we’ve submitted our forms and want the same stand.”

Jonathan Rose, sales and marketing director, Cartamundi “We had some very good enquiries and appointments. It gave us a chance to get some great feedback from our customers.”

Phil Jones, director, Wind Designs “There was definitely a better atmosphere this year and everyone seemed happy to be back at Olympia.

From a licensing perspective, the venue meant that it was convenient for most licensors to pop in for meetings. The set up was worse, especially with the 6pm close on Sunday and the facilities being closed that day.”

Lucy Wynn-Jones, marketing manager, Worlds Apart “We were pleased to be back at Toy Fair after all these years. We were

busy throughout the show and had new enquiries which is always important. We also had good meetings with licensors and inventors.”

Michael Berg, head of sales, Mookie “We are delighted with the positive response to our new ranges at Toy Fair.

A large number of major retailers and independents visited the Meccano stand over the course of the event and the feedback was incredibly positive.”

Sue Barratt, country manager, Meccano Toys (UK) “It’s definitely, without a shadow of a doubt, worth us coming back. Last year, we exhibited at the gift fair instead, but the team is really pleased to be back at Toy Fair. It’s a great location and a great show.”

Claire McCool, co-founder and marketing director, Drumond Park MARCH 2010

08

TOY AWARDS

Everyone’s a winner The Toy Industry Awards 2009 took place in the glamorous surroundings of Whitehall’s Banqueting House. Throughout the night, retailers and suppliers were celebrated for their input into the industry over the past twelve months...

Imagination toy shop in St Helier, Jersey, took the Small Independent Toy Retailer of the Year Award.

National Multiple Toy Re tailer of the Year was won by the Disney Store.

TOY AWARDS

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Asda arrived en masse to pick up the Toy Retailer (Grocer) Award.

Retail Awards

The Early Learning Centr e took the award for the Toy Catalogue of the Year..

Stewart Miller of Northern Ireland was named as both Large Independent Retailer of the Year and Overall Toy Retailer of the Year.

Argos won the Online Toy Retailer of the year award for 2009.

09

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TOY AWARDS

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11

Supplier Awards Toy Trust chairman, Rob Mann updated the industry on the charity’s latest activities.

Character Options’ Go Go Hamsters won the overall Toy of the Year 2009.

In the first of two awards for the company, Flair accepted the award n for Girls Toy of the Year with Sylvania n. ava Car Family Car and

Hasbro won the gong for the Game of the Year with Monopoly City.

Flair’s MD, Peter Brown picked up the coveted Supplier of the Year aw ard.

Lego won the Construction Range of the Year accolade.

Bandai’s Ben 10 figures were victorious again and won the Boys Toy of the Year award.

MARCH 2010

12

TOY AWARDS

Supplier Awards

Vivid’s Fluffy Go Walkies topped the class in the Feature Plush category.

t of This year, Schleich was the recipien rd.

Awa ition the TRA’s Special Recogn

The Active Toy of the Year award was awarded to Mookie/G Prentice for the Smart Trike.

The Pre-school Toy of the Year award went to VTech for its Kidizoom camera.

In its second award of the night, Character took the award for the Pre-school Licence range for Peppa Pig. MARCH 2010

Bendaroos Mega Pack from Spin Master was the Creative Toy of the Year.

14

APPOINTMENTS

INDUSTRY MOVES A fresh face at ToyNews and Licensing.biz, promotions at Orchard Toys and Golden Bear, CBeebies controller moves to Turner, new National Account Manager for IMC Toys and new Interim General Manager at Hornby...

FROM LEFT: ToyNews’ Emily Briggs, Orchard Toys’ Simon Prest and Becky Matthews from Golden Bear....

Emily Briggs, formerly of RDF Rights and ITV, has joined ToyNews as its new sales executive.

She will be using her experience from the licensing market to work on sales across both ToyNews and sister site Licensing.biz.

Prior to joining Intent Media, Briggs worked as a brand and licensing executive at Granada Ventures and undertook a stint as a licensing executive for RDF Rights.

Jo Goodall (nee Birkin) has been appointed by Hornby as interim general manager, covering Alex Balzaretti’s maternity leave.

The new recruit is taking up a one-year contract with Corgi and will be based at the firm’s Leicester office.

Goodall has ten years experience in management at Leapfrog Toys, Jumbo Games and most recently, she was UK director of Canenco.

Former CBeebies controller, Michael Carrington, has headed to Turner as chief content officer

EMEA following the departure of Finn Arnesen in October 2009.

Carrington will be responsible for the development and creation of all original series, co-productions and programme acquisitions for Turner Broadcasting’s portfolio of children’s channels within the UK and EMEA. Carrington joined the BBC in January 2004 as head of acquisitions and animation for BBC Children’s.

He was appointed Controller of CBeebies in May 2006.

Turner’s Jeff Kupsky commented: “We are delighted to have made such an outstanding appointment to this role. Michael has impeccable credentials as a commissioner and creative leader from both the public and private sectors and is considered one of the leading experts in children’s television.”

Simon Prest has been promoted to sales director at Orchard Toys. Prest has been working for the firm since 1993, when he began as a packer.

Simon Newbery, MD, said: “I am thrilled, as I’m sure our customers will be, that Simon has accepted our offer of sales director, a post which has been vacant since John Bouquet retired in 2008.

“He certainly knows the business, and our customers well, and I am sure that with his enthusiasm and positive attitude to his job he will bring his own stamp to the role.”

Due to its continued expansion and growth, IMC Toys has appointed Guy Rooney to the role of national account manager.

Commenting on the appointment Jon Gregory, managing director, said: “We are delighted to welcome Guy on board to the fastest growing toy company in the UK. “Guy joins us at just the right time and I’m sure he will be an asset to the company and our customers .”

Becky Matthews has taken up the new position of national account manager at Golden Bear.

In her new role, Matthews will be focusing on a number of major accounts throughout the UK and enhancing the customer services for the company.

Matthews has previously worked with the company as business development manager and has also enjoyed a stint as director of her own online toy store.

Chorion has expanded its executive team, hiring two new senior execs.

Tamra Knepfer has been named as executive VP brand management and marketing, while Steve Cipolla takes on the role of executive VP global licensing and sales.

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

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

If you are a Company seeking a new Specialist or Manager or a candidate ready to move to a bigger job, contact me for my immediate attention.

PETER BARNETT 30 years in Toy Industry Reruitment Send your CV to barnettgp@aol.com or contact 07831 278316

16

NPD RESEARCH

Retail Sales Trends

Properties

Success for toys amid last year’s economic crisis A LOOK BACK over 2009 shows a market of two halves. “There is no doubt that the closure of Woolworths at the beginning of 2009 impacted the market, hitting the manufacturers more than the retailers,” commented Jez FraserHook, director of The NPD Group’s Toy Business in the UK. “Most retailers increased their toy business while there were differing stories across the manufacturers. It’s also been hard to tell, throughout the year, how much the general economic conditions impacted the toy market. Even without the Woolworths closure there’s a possibility the toy market would have been down in the year.”

However, despite this there have been some success stories in 2009 with Building Sets continuing to grow year-on-year, up nine per cent in 2009 verses 2008. A large part of this growth is due to Lego continuing to drive existing ranges such as Lego City and Lego Star Wars, while successfully introducing new ranges such as Lego Power Miners. In addition, the last few weeks of the year saw an increase in Mega Blok Maxi Sales.

Furthermore, 2009 saw the continued growth of all other toys up ten per cent, which has been driven by Miscellaneous, Musical, Power Appliance and Food Mixtures Toys. This growth is driven by the continued playground crazes GoGo Crazy Bones and Battle Strikers for boys, while

Sales (value, year to date)

1,691,408,000

1,550,614,000

2008

MARCH 2010

made the number one top selling item for the year. While a new entry in the top ten items for December was The Logo Game at number eight and was the best selling toy across the market in the week before Christmas (Week 52: 20th – 26th December 2009). Games had a revival in December with Hasbro’s

There is no doubt that the closure of Woolworths impacted the market, hitting the manufacturers more than the retailers. Most retailers increased their toy business while there were differing stories across the manufacturers.

Overall, December was the strongest month of the year, not just in terms of actual sales, which accounted for over a quarter of the total toy sales in 2009, but the likefor-like performance was the strongest all year. For the second Christmas in a row, Vtech’s Kidizoom camera was the number one item for December and has

Bop It and Monopoly both in the top sellers list as well.

Fraser-Hook added: “The economic conditions look to be improving and Woolworths is last year’s story, so with the positive energy we continue to see within our clients, and an upward trend of consumer confidence, hopefully we will see positive trends in 2010.”

Average Price

UK Toy Sales

Source: NPD

Character’s Let’s Cook dominates girls spend. The Plush category also ended the year in positive growth (up three per cent) with pre-school licences such as Timmy Time and Waybuloo helping to kick start sales in the second half of the year and the success of GoGo Pets in the final quarter driving sales.

2009

-8%

Dec 08: £8.41

Dec 09: £9.58

Top Five Properties December 2009 1. BEN 10 2. STAR WARS 3. TRANSFORMERS 4. THOMAS AND FRIENDS 5. PEPPA PIG

Best Property Progression December 2009

Hello Kitty & Friends (Sanrio) The popularity of this property shows no sign of abating. Hello Kitty moved up from number 63 the previous month to number 35 in December. As the 35th anniversary celebrations continue, expect further growth in the coming months…

Best Item Progression December 2009

The Logo Game (Drumond Park) The game saw rapid growth in December, moving up from number 168 the previous month to number seven…

NPD RESEARCH

www.toynews-online.biz

Retail Sales Trends UK DECEMBER 2009 (£ SALES – VALUE)

UK DECEMBER 2009 (UNIT SALES – VOLUME)

1

KIDIZOOM CAMERA

2

GO GO HAMSTER PACKS

3

FIRST STEPS BABYWALKER

4

TRANSFORMERS MOVIE DELUXE FIGURES

5

BOP IT

6

MONOPOLY

7 8 9

STAR WARS CLONE WALKER AND DROID ASST

10

BABY ANNABELL 2009 WHITE

VTECH

1

MATCH ATTAX CARDS

CHARACTER OPTIONS

2

HOT WHEELS BASIC CAR ASSORTMENT

VTECH

3

TRANSFORMERS 2 MOVIE LEGENDS ASST

HASBRO

4

BEN 10 ALIEN FORCE 10 CM FIGURES

HASBRO

5

GO GO HAMSTER PACKS ASSORTMENT

HASBRO

6

TRANSFORMERS MOVIE DELUXE FIGURES

THE LOGO GAME

DRUMOND PARK

7

STAR WARS CLONE WALKER AND DROID ASST

MONOPOLY CITY

HASBRO

8

LPS GET THE PETS

LEGO

9

BIONICLE 2HY CANS 2009

10

PLAY DOH SINGLE TUB ASST

ZAPF CREATION

UK YEAR TO DATE (£ SALES – VALUE)

TOPPS MATTEL HASBRO BANDAI CHARACTER OPTIONS HASBRO LEGO HASBRO LEGO HASBRO

UK YEAR TO DATE (UNIT SALES – VOLUME)

1

KIDIZOOM CAMERA

VTECH

1

HOT WHEELS BASIC CAR ASSORTMENT

2

FIRST STEPS BABYWALKER

VTECH

2

MATCH ATTAX CARDS

3

BEN 10 ALIEN FORCE 10 CM FIGURES

BANDAI

3

BEN 10 ALIEN FORCE 10 CM FIGURES

BANDAI

4

STAR WARS CLONE WALKER AND DROID

LEGO

4

CARS VEHICLE ASSORTMENT

MATTEL

5

TRANSFORMERS MOVIE DELUXE FIGURES

6

BAKUGAN STARTER PACK

7

HOT WHEELS BASIC CAR ASSORTMENT

8

SMART TRIKE PLUS GIRLS

9 10

MATTEL TOPPS

HASBRO

5

TRANSFORMERS 2 MOVIE LEGENDS ASSORTMENT

SPIN MASTER UK

6

GOGOS III EXPLORER PACK

MATTEL

7

BAKUGAN BOOSTER PACK

MOOKIE TOYS

8

LPS GET THE PETS

BEN 10 ALIEN FORCE 15CM DNA FIGURES

BANDAI

9

PLAY DOH SINGLE TUB

BEN 10 ULTIMATE OMNITRIX

BANDAI

10

GOGOS CB EVOLUTION BOOSTER

HASBRO MAGIC BOX

SPIN MASTER UK HASBRO HASBRO MARTOMAGIC

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

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

17

18

GREAT GIZMOS

Great expectations Arts and crafts specialist Great Gizmos has charted a simple but determined rise over its 13-year history with an established range of products across a number of sectors including the burgeoning science market. Head honchos Ian and Judith Dayus explain their down-to-earth approach to ToyNews...

PLENTY of companies will tell you that they are all about the product.

Balance sheets, company politics, market share, it’s all window dressing, it’s the product that really counts.

Sometimes it is to deflect attention away from some other crisis, sometimes it is genuine passion for the product. In the case of Great Gizmos it is perhaps because the product is the story.

It was a paucity of good arts and crafts items that led Great Gizmos or, more specifically, its founders Ian and Judith Dayus into the toy market in the first place. Realising that they might be able to bring something better to toy stores, they set up the company 13 years ago and it has been pretty much steady growth ever since. No buy-outs, no acquisitions, no peaks and troughs. Great Gizmos has sailed on the calmest of waters.

“Even in the first year, everything went in the right direction,” says Ian. Hmmm, this is not the rags to riches story we know and love. Some element of selling from the back of a transit and struggling to survive on cold beans before that elusive breakthrough product turned up, is the more usual sort of story, but for

Great Gizmos it seems everything has been a steady upward curve.

“Arts and crafts is our core,” explains Judith. “But we try to add things to the range when we think it fits. We keep adding arms on like a big octopus.

“I’ll look at anything if I think we can sell it to our customer base,” says Ian. “We don’t want to be in just one area, we want to sell in different markets sectors.”

One such example is the nursery market, which the firm has moved into with a range of wooden toys. It has noted the crossover with the toy and nursery sectors. And the firm doesn’t tend to drift in and out of sectors either. Products in the range usually have a long life.

The firm’s Green Science range has now been extended to include Green Creativity, which encourages children to perform experiments using ordinary household objects.

The couple’s philosophy behind the company is fairly simple.

“As long as we’re happy with running the business, we’ll keep doing it. We want to do more of the same. We’re happy with how it is, but we want to keep it strong and fresh,” says Judith.

Great Gizmos founder Judith Dayus believes the key to success is happiness and strength

“I don’t worry about competition,” adds Ian. “We just do what we do, keep our heads down and get on with it.”

Sounds dead simple. And the secret of this apparently effortless success?

“The key is to have products that customers want, will come back for and the retailers can make good margins from,” says Judith. “Our customer service is important. We

regularly get compliments on our sales staff, the speed with which we turn around orders and the accuracy of our fulfilment too. Everything is double-checked before it goes out.”

Attention to detail and simplicity are the effective, if somewhat unspectacular, cornerstones of the firm’s success. But who said success in the toy business had to be difficult?

NEW GIZMOS GIRLS Fairies have been one of the most popular themes for Great Gizmos in the recent years with fairy themed craft kits from 4M to choose from.

My Very Own Fairy Magic Kit, filled with fairy magic tricks, includes a fortune telling game, a magic hovering photo frame, mind reading tricks and lots of other fairy magic tricks. Alternatively, the My Very Own Fairy Light Kit allows children to create a magical light up fairy wand or a glowing rose ring.

Once hooked on the idea of a bedroom makeover, girls will also enjoy adding some ornaments that are not fairy-based with the Paint Your Own

MARCH 2010

Porcelain Trinket Box and Paint Your Own Porcelain Mini Shoe Vase Kits.

BOYS Green Science and Green Creativity kits teach the values of recycling as well as offering some scientific facts. They include the Green Science Dynamo Robot kit, which doesn’t need batteries and allows everyday household items to be turned into a robot which is powered by a hand driven generator. Similarly, the Green Creativity Plastic Bag Monster kit, will turn bags into monster puppets, while leftover bottles can be transformed into a working light, with the Green Creativity Recycled Bottle Light kit.

The new range of creative toys from 4M provide experiemental learning for kids

LEADERS IN IMAGINATIVE PLAY. LEARN MORE AT WWW.SCHLEICH-S.COM Schleich UK Ltd, 4 Stansted Courtyard, Parsonage Road, Takeley, Bishop’s Stortford, Hertfordshire, CM22 6PU, Telephone: 01279 870000, Email: schleich@schleich-s.co.uk

learn more at www.schleich-s.com

20

AIRTIME STATISTICS

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

SHOWS ACROSS ALL TIMES JAN 2010 TIME

1

TITLE/DESCRIPTION

08:59 TRACY BEAKER RETURNS

SHOWS ACROSS ALL TIMES YTD JAN 2010 CHANNEL

OOOs

%

AIRINGS

TIME

TITLE/DESCRIPTION

CBBC

266

15.7

18

1

08:59 TRACY BEAKER RETURNS

CHANNEL

OOOs

% AIRINGS

CBBC

266

15.7

18

2

16:34 THE SARAH JANE ADVENTURES

BBC1

215

9.8

2

2

16:34 THE SARAH JANE ADVENTURES

BBC1

215

9.8

2

3

17:47 SPIRIT WARRIORS

CBBC

211

9.5

2

3

17:47 SPIRIT WARRIORS

CBBC

211

9.5

2

4

16:05 HORRIBLE HISTORIES

BBC1

198

12.8

4

4

16:05 HORRIBLE HISTORIES

BBC1

198

12.8

4

5

08:32 BEN 10: ALIEN FORCE

GMTV/CITV 193

16.9

2

5

08:32 BEN 10: ALIEN FORCE

GMTV/CITV 193

16.9

2

6

17:04 MI HIGH

CBBC

192

11.8

20

6

17:04 MI HIGH

CBBC

192

11.8

20

7

16:35 MI HIGH

BBC1

191

10.7

4

7

16:35 MI HIGH

BBC1

191

10.7

4

8

12:26 THE SARAH JANE ADVENTURES

CBBC

176

9.3

18

8

12:26 THE SARAH JANE ADVENTURES

CBBC

176

9.3

18

9

07:38 POWER RANGERS RPM

GMTV/CITV 174

12.1

5

9

07:38 POWER RANGERS RPM

GMTV/CITV 174

12.1

5

GMTV/CITV 171

14.5

3

10 08:29 CHOP SOCKY CHOOKS

GMTV/CITV 171

14.5

3

10 08:29 CHOP SOCKY CHOOKS

COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) JAN 2010

COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) YTD JAN 2010

TIME

TITLE/DESCRIPTION

CHANNEL

OOOs

% AIRINGS

TIME

TITLE/DESCRIPTION

CHANNEL

OOOs

%

1

16:17

HORRID HENRY

CITV

102

6.7

106

2

16:49 WOLVES WITCHES AND GIANTS CITV

88

4.9

3

09:52 NAUGHTY NAUGHTY PETS

CITV

78

4.8

4

09:00 SPONGEBOB: SQUAREPANTIS

NICKTOONS 75

5

17:04 MY PARENTS ARE ALIENS

CITV

6

17:04 EVEN STEVENS

1

16:17

HORRID HENRY

CITV

102

6.7

106

42

2

16:49 WOLVES WITCHES AND GIANTS CITV

88

4.9

42

2

3

09:52 NAUGHTY NAUGHTY PETS

CITV

78

4.8

2

5.8

1

4

09:00 SPONGEBOB: SQUAREPANTIS

NICKTOONS 75

5.8

1

72

3.4

13

5

17:04 MY PARENTS ARE ALIENS

CITV

72

3.4

13

CITV

72

3.4

18

6

17:04 EVEN STEVENS

CITV

72

3.4

18

7

09:25 TEENAGE MUTANT HERO TURTLES CITV

65

4.8

11

7

09:25 TEENAGE MUTANT HERO TURTLES CITV

65

4.8

11

8

12:00 ART ATTACK

CITV

62

4.0

16

8

12:00 ART ATTACK

CITV

62

4.0

16

9

13:29 PROVE IT

CITV

61

3.9

11

9

13:29 PROVE IT

CITV

61

3.9

11

10 10:31 PAT & STAN

CITV

60

3.6

40

10 10:31 PAT & STAN

CITV

60

3.6

40

SOURCE: INFOSYS/BARB.

MARCH 2010

NOTE: THESE CHARTS ARE BASED ON AVERAGE PERFORMANCE

AIRINGS

1790

COMING SOON!

The Green Board Game Company Ltd.

Tel: 01494 538999 Email: sales@greenboardgames.com Web: www.greenboardgames.com

CAMPAIGN OF THE MONTH

www.toynews-online.biz

23

Flair

Flair Create Flair’s investment in product development has paid off in the arts and crafts sector, where it has taken poll position in the NPD market share chart. The firm’s Flair Create range boasts further new additions this year and is backed with a spend comprising TV, PR and print…..

Product 2010 will see the launch of a number of new creative play concepts from Flair which complement the existing portfolio and enhance the choice for retailers and consumers alike. These include Zubber, String World and Sprayza, the latest addition to the firm’s feature pens category.

Looking to continue its growth in the category, the firm has created a marketing drive for spring/summer to continue to produce strong sales results.

TV Flair Create will benefit from the biggest spring/summer TV campaign in the company’s history and, says the firm, probably one of the most high profile ever for the creative play sector in general.

Over 4,000 TVRs will be achieved in just five months, creating awareness for the brands and cementing the reputation the company has created in the category.

Some 13 brands in the portfolio will be supported by major TV advertising in the first two quarters, bringing reach of the combined Flair Create campaigns to 90 per cent of boys and girls aged four to nine.

Almost all brands will be subject to TV with the focus on new lines such as Zubber, String World and Feature Pens, which will see new ads created and broadcast on all mainstream kid’s channels – both satellite and terrestrial.

Zubber, recently presented with a Toy Fair Award for best creative play product, will use a structured, frequency building campaign of tensecond and 20-second TVCs over key weeks – including half-term holidays and Easter. String World, another high priority, will have a similar campaign. Existing lines such as Aqua Beads, Wammy, Cool Cards and Shaker Maker will also receive TV support.

Print, PR and POS In addition to TV, Flair is ensuring further consumer awareness is gained by the strategic use of print, with competitions and features in

Zubber, Sprayza and String World are among the new products for 2010...

key titles throughout the period together with sampling activities, direct to children.

POS materials will be available to enhance the in-store presence of many of the Flair Create brands, such as an FSDU for the feature pens including an integrated TV screen, and a clip-on display unit for Wammy.

Over 4,000 TVRs will be achieved in just five months, creating awareness for the brands.

MARCH 2010

The UK’s only dedicated monthly licensing coverage

News • Media • Opinion

Show season special It has been a busy month in terms of toy trade fairs. Now the dust has settled, we asked some key execs for their views...

26

LICENSINGNEWS

COMMENT START AS YOU MEAN TO GO ON THIS TIME of year is always exhausting. After what felt like three solid weeks out of the office at UK Toy Fair, Nuremberg and Spring Fair, I was actually looking forward to being back at my desk (something which my boss probably thought he’d never hear me say).

For ToyNews, and our sister website Licensing.biz, all of the shows were incredibly worthwhile. And this opinion seems to be echoed by the licensors and licensees which attended.

There were times at UK Toy Fair that I thought there was actually a mini licensing show going on. While ExCeL is undoubtedly superior in terms of the venue itself, the location of Olympia meant that certain brand owners and licensing agents were happier to attend as they could just simply pop in for a few hours a time each day for meetings.

Most were there, of course, to support their exhibiting licensees and it was encouraging to see so much licensed product news coming out of the event, to brand new deals through to existing agreement extensions.

The licensing community turn out in London, Germany and Birmingham was notably high.

The show just seemed to gel much better than in previous years, too. The stand layout was different, of course, and a number of licensees which were exhibiting reported some excellent walk up traffic, something which they’d never experienced at ExCeL. It was good to see more open stands, as well – I’ve always believed that if you go to all the trouble and expense of taking a stand at a trade show, you might as well make the most of it, and limiting your audience seems silly. Go big or go home, indeed.

And, speaking of big, it was my first year at Nuremberg, but again, turn out from the licensing community was notably high, while the sheer enormity of Spring Fair always astounds me.

Of course, a cynic would say that it’s easy to be upbeat and positive when you’re in your trade fair bubble. But, if even a little bit of the enthusiasm and purpose carries over to other shows – like Brand Licensing Central & Eastern Europe, Kazachok and Vegas – and into the business in general, it should make for an interesting year.

Samantha Loveday Samantha.Loveday@intentmedia.co.uk MARCH 2010

Hit readies Thomas 65th celebrations New partners, products, content and events planned for pre-school brand as it hits milestone anniversary ● Toys leading the way...

by Katie Roberts HIT ENTERTAINMENT has revealed its ambitious plans for the 65th anniversary of Thomas the Tank Engine.

Fisher-Price, the global master toy partner for the brand, will launch its Take-n-Play line of portable play-sets in the US, UK, EMEA and Latin America, plus an array of pre-school items. These will include puzzles, games, bath toys, plush, push n go and pullback vehicles, plus talking pre-school vehicles.

Fisher-Price will also launch new TrackMaster sets in the US and South America, while in the UK and EMEA Tomy will continue with new TrackMaster products and pre-school items until Fisher-Price takes over the brand in the autumn.

In Asia, the firm will launch Take-n-Play across all territories and will take over the TrackMaster rights from Funtastic (Australia/NZ) as of autumn.

In Japan, consumer products will mark the anniversary with the debut of the first local character – Japanese engine Hiro.

Learning Curve will continue to manufacture and market the Thomas Wooden Railway and will launch a new Early Engineers line for children aged from 18 months.

Additional partners for 2010 include global licensee Mega Brands which will launch a line of construction toys; Flair and Sambro

will introduce new ranges of Thomas arts and crafts products in the spring in the UK, while Upper Deck (US) will release new Thomas & Friends trading cards.

There will also be plenty of activity outside of the toy sector.

Recent figures from the NPD EPoS Retail Tracking Service revealed that Thomas & Friends was the number one licence in the pre-school category, marking the tenth consecutive year that the brand has held pole position in the industry survey.

“Thomas’ 65th anniversary really represents a unique sales opportunity for all of our partners around the world,” said Peter Byrne, EVP consumer products international at Hit. “There is incredible momentum building across product, marketing and promotions, which is guaranteed to drive the Thomas brand to a whole new level.”

Hit Entertainment: 020 7554 2500

Hasbro renews Night Garden deal BBCW has renewed Hasbro’s global master toy licence for In The Night Garden.

News of the deal broke as 4.4 million ITNG plush toy sales were confirmed in the UK, four every minute since launch. The deal will see Hasbro extend the product ranges alongside BBCW’s growth strategy for licensing of the brand.

The show is set to receive a refreshed look and feel with the launch of the friendship theme in autumn/winter.

This will be extended across all licensed categories and integrated into the style guides, packaging and non-toy licensee product ranges.

Neil Ross Russell, MD of Children’s & Licensing at BBC Worldwide, said: “This deal cements our, and Hasbro’s, commitment to entertain generations of children in the future with In The Night Garden.”

BBC Worldwide: 020 8433 2000

LICENSINGNEWS

www.licensing.biz

Warner presents plans for super six line-up Batman, Harry Potter, Tweety and Scooby-Doo among brands at Nuremberg showcase

27

IN BRIEF MARTIN YAFFE SCOOPS ZIGBY DRi Licensing has sealed a deal with Martin Yaffe for its pre-school brand Zigby. The new master toy partner will be launching a line of plush, beanies, single articulated figures with accessories, a ride-on, musical TV, bath toy and play-sets in the autumn.

Martin Yaffe: 01706 717800

by Samantha Loveday TOMY JOINS THE A-TEAM WARNER BROS Consumer Products revealed a host of new licensee partnerships for six of its pillar brands at a special showcase at Nuremberg Toy Fair.

Over 500 industry executives were given the latest developments on Batman, Harry Potter, Scooby-Doo, Looney Tunes, Tom & Jerry and Tweety by Salvador Viramontes, WBCP EMEA VP of sales, marketing and retail.

Highlights of the presentation included news of fresh programming for Looney Tunes and Batman, plans for the future of the Harry Potter franchise and the growth of the Tom & Jerry programme due to strong consumer demand.

Tomy will be distributing Jazwares’ line of A-Team action figures, vehicles and role play items in the UK and Europe following a deal between the duo and 20th Century Fox. The range will be available alongside the film’s release in July.

Tomy: 020 8722 7300

VIVID GETS STRICTLY Viramontes kicked off the presentation with an update on Batman

A raft of new licensee partnerships were also unveiled, including Simba Dickie which has signed up to produce Batman Brave and the Bold remote control vehicles.

New licensees for Harry Potter – including Lego for construction and

video games, Tomy, NECA, Noble, Trefl, Rubie’s, Hasbro, Carta Mundi and Jumbo – were also highlighted.

The Grune Halle venue was decked out with six specially branded interactive areas, one for each brand.

WBCP: 020 7984 6116

Waybuloo hits pre-school top spot NPD DATA has shown that RDF Rights’ Waybuloo was the number one new pre-school property in 2009.

Fisher-Price’s range is also the number one plush licence since launch (NPD Q4 Plush (£)), with its Waybuloo small plush scooping the top licensed plush item (NPD Q4 Plush Units).

The DVD from 2entertain, is the number three new pre-school brand launched in 2009, while the BBC’s magazine is the fifth pre-school title.

Waybuloo reached over ten million individuals (20 per cent of the UK population) in 2009. Three quarters of the target audience tuned into at least one episode last year (3.5m).

“Waybuloo has been a phenomenal hit both on screen and at retail,” commented Maria Sze, brand director at RDFR. “We are absolutely thrilled to be in a position to report such exceptional success given we first aired in May with most products launching late September.”

Other toy partners due to roll out product for spring/summer include Martin Yaffe, Golden Bear, Mondo, Inspiration Works and Worlds Apart.

RDF Rights: 020 7013 4347

Vivid Group has been appointed by BBC Worldwide to create a DVD role play toy for Strictly Come Dancing.

The £25 set will hit retail in July and will include an instructional DVD, dress up elements and scoring boards for the judges. It will be backed with TV ads and a PR drive.

Vivid: 01483 449944

HTI ADDS WINNIE AND HANDY MANNY HTI has scored a brace from Disney – signing up to launch a collection of Winnie the Pooh role play toys, plus wheeled toys for Handy Manny in the UK. Both ranges will be available from autumn/winter 2010.

HTI: 01253 778888

DCP DIPS SLIGHTLY IN Q1 The Consumer Products division of The Walt Disney Company saw its revenue for its first fiscal quarter (ending January 2nd 2010) decrease by three per cent to $746 million.

Segment operating income was down eight per cent to $243 million. The lower income was primarily due to decreased earned licensing revenue across a number of product categories, driven by lower performance of High School Musical and Hannah Montana merchandise.

DCP:020 8222 1000

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

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MARCH 2010

28

LICENSING TOY FAIR ROUND UP

Show and tell The licensing industry is already familiar with Olympia, of course, but how did this year’s Toy Fair measure up in the same venue as Brand Licensing Europe? Samantha Loveday finds out what licensors and licensees thought of the 2010 show, why it is a key event on their calendar and what, if anything, could be improved...

“This year’s Toy Fair has been a big step in the right direction to reestablish this show as an interesting market. The move back to Olympia appears to have increased traffic, both amongst exhibitors and visitors. I am looking forward to next year’s show.”

Bettina Koeckler, SVP Licensing, EMEA, Chorion “It was lovely to be back at Olympia; the smaller venue suits the toy trade and gives it more of a friendly approachable feel. It’s always a great place to catch up with buyers too and MARCH 2010

see new trends in the market. It was a really positive show for us at E1.

Peppa Pig continues to be an amazing success, exceeding all expectations and there was a fantastic buzz surrounding Ben & Holly’s Little Kingdom, too. We’re very optimistic about the year ahead.”

Hannah Mungo, Licensing Manager, E1 Entertainment “The whole fair had a really good vibe to it and everyone was positive about the move back to Olympia. For us it was brilliant, with Vivid’s product for

ZingZillas generating a real buzz. As always, In The Night Garden drew in a lot of positive attention too, especially in light of us announcing the new friendship theme. If anything we were a little too busy; there were a couple of meetings we just couldn’t make, so apologies to anyone we missed out.

The only downfall in my eyes was the lack of off-stand seating, but perhaps you only notice that when you’re six months pregnant.”

Julie Kekwick, Senior Licensing Manager, BBC Worldwide “This was a good Toy Fair, not only in terms of business opportunities but in terms of the feel of the event. It had a nice buzzy atmosphere, which I think

www.licensing.biz

LICENSING TOY FAIR ROUND UP

“This was a brisk show for us in terms of retailer and licensor meetings.

Confidence seems to be returning to the market as attendance was definitely up on last year. The venue is perhaps not as slick as the previous one, but the change of location made the show much more accessible for the poor Londoners who struggle to get across town.”

Max Arguile, Licensing Manager, GB Eye

stemmed in part from the change of venue. Holding the show over three weekdays was useful as it allowed meetings to be spread out a bit and gave visitors and exhibitors more time to talk.

The key concern at events like this is whether the major retailers attended and I understand from the exhibitors I chatted to that they did. There certainly seemed to be a lot of activity: the stands were busy and there was a lot of foot traffic in the aisles.”

Anna Hewitt, Head of Licensing, Coolabi “Toy Fair was an excellent start to the 2010 trade show calendar. It was fantastic to be back at Olympia, the venue is big enough to accommodate attendees and exhibitors, whilst still being easy to navigate and retaining a buzzy atmosphere. Industry feedback for our brands and licensing partnerships was very encouraging.”

Paul Bufton, General Manager, Warner Bros Consumer Products UK

29

“It was great to be back at Olympia; it was easier to get to and seemed more friendly than ExCeL. It was good to see what licences are going to be big in 2010.

Toy Story seems to be everywhere and well supported, which is good news for Hallmark and our Disney range of cards. Also, people were so pleased not to be working at the weekend.”

David Wootliff, Licensing Director, Hallmark Cards The X Factor’s Stacey Solomon (top) added some glamour to the show

“The Toy Fair this year was an excellent show.

MARCH 2010

30

LICENSING TOY FAIR ROUND UP

companies have taken time out of their buyers’ meetings to talk to us, and more and more of the UK toy companies are now looking to expand their distribution in the rest of Europe, which is what is of interest to us. In terms of improvement, I would like to see more meeting places with tables and chairs.”

Charlotte Hill, Senior Marketing & Communications Manager, EMEA, 4Kids

The move to Olympia was absolutely the right one – it created an intimate environment where all the business was done on the show floor itself, giving a much buzzier and more dynamic feel to the event. I think those firms which didn’t exhibit will feel they missed out and I am sure there will be an increased demand for next year. Given the backdrop of the economy over the previous year, and the tough times ahead, you have to take your hats off to the BTHA for delivering such a high value event.”

David Scott, Managing Director, Rainbow Productions “We found that the new format at Olympia was much better and easier to get around and get to.

It also seemed that attendance to the show was greater than in the past couple of years. It is definitely worthwhile attending as toy MARCH 2010

“I thought the show was great, it seemed very busy and there was a real feeling of excitement for the year ahead. It was also great to see more open stands which helped add to the buzz. The toy industry is so full of innovators there is always something interesting to see.”

Graham Saltmarsh, UK Licensing Director, Cartoon Network

Activities outside Olympia and famous faces inside helped give Toy Fair a boost

“The show was a good one for us. We reduced the size of our stand this year, but got a much better position, right at the entrance.

www.licensing.biz

LICENSING TOY FAIR ROUND UP

31

It was fantastic to be back at Olympia; the venue is big enough to accommodate attendees and exhibitors, whilst still being easy to navigate and retaining a buzzy atmosphere.

Paul Bufton, General Manager, WBCP UK

Because of this, we got a few walk-on leads which we wouldn’t have had at ExCeL. Also, it felt like it was more productive and I think the compactness was a good thing. Other people I spoke to seemed to agree that they had also felt like they had achieved more when walking round.”

Robyn Morgan, Licensing Manager, Underground Toys

good to spend a day there to see all the main toy lines, both new and ongoing, for our brands. It also gives us a chance to meet up with licensors and discuss plans, as well as meeting potential distributors from our target markets who have also made the trip to London.”

Morten Geschwendtner, Director, Kidz Entertainment

“The impression I got at Toy Fair was that it has benefited hugely from the success of BLE 2009, both in terms of familiarity of venue, but also the momentum had carried through from all the activity that had taken place at the earlier show. Many of the companies impressed me greatly and I was particularly pleased to see some fantastic Monty Python products on display at the Re:creation stand.”

Mark Hurry, Legal & Commercial Director, PPCE

“As always, it was full of colour and excitement, however as a licensor, it was also full of great ideas and lines which would lend themselves extremely well to the Hari’s World licensing range.”

Tristan McGee, Managing Director, Hari’s World

“It’s definitely worthwhile attending Toy Fair. From our point of view it’s

Overall, brand owners found Toy Fair extremely worthwhile to attend

“The return to Olympia was a great decision for the show. The stands were bustling as were all the aisles. As per usual, the diary was full and business was done. Always a must and a very worthwhile date in the show calendar diary.”

Kirsty Guthrie, MD, KJG MARCH 2010

www.toynews-online.biz

SECTOR GUIDE SCIENCE AND EDUCATION

33

Rocking science Continuing to provide niche sales for specialists and multiples alike, the science market is thriving on the back of increased demand for alternatives to screen-based entertainment. ToyNews takes a look at the science and education sector…

INTERPLAY

Interplay experienced substantial growth in sales last year. A new addition for 2010 is the Wild Science Ant-OSphere – a kit that has seen strong sales in Australia. The futuristic kit allows children to experience the inner workings of an ant colony.

Containing pods, bases and supports, the spheres link together and can be filled to make an atmospheric setting with plants, ponds and soil. The ant transit ports give a plethora of options to twist and turn any way. Two price points are available – a four pod and eight pod kit which can be joined together and added to. The product will be supported with TV advertising.

Wild Science for Girls was the UK’s best-selling science range in 2009 and will continue to be TV supported along with a packaging revamp to enhance the on-shelf appeal.

01628 488944

It will be joined by new products and refreshed packaging for the Boys Wild Science range, which is also backed with TV advertising. The Hyperlauncher Rocket Ball Factory and Weird Slime Laboratory allows kids to make life-like blood clots, tadpole soup and guts.

Interplay will also be launching two new Technokit lines – a Solar Powered Spider, which crawls up and down a window driven by light and a Build an Electric Dragster kit. Also returning is the Trebuchet Siege Machine.

The award-winning My Living World collection offers informative projects at a variety of price points with two new items for 2010. The illuminated Pocket Microscope kit is easy to use both inside and out and features a x30 magnification, a new Pocket Binocular set will also be available and is suitable for investigation further afield.

MATTEL

01628 500000

Continuing to deliver innovation for the electronic learning aisle, Fisher-Price’s Smart Fit system remains in the spotlight for 2010.

The Smart Fit system delivers new ways to experience active learning in a compelling TV-based plug ‘n’ play format and will continue to keep kids moving as they learn.

Encouraging children to stay physically active, they walk, run, jump and stomp

their way through ten different learning activities and games using an interactive plug ‘n’ play activity mat. They’re in control of the on-screen action, so the faster they move the quicker the onscreen characters will, encouraging learning and physical activity. Smart Fit features activities including letters, numbers, shapes and colours.

Fisher-Price Smart Fit will benefit from PR throughout the year.

BRAINSTORM

01200 445113 There are plenty of new additions to The Original Glowstars Company brand for 2010. The handheld Astro Projector Torch has three domes to project different space patterns onto walls. Choose from stars, planets or spacecraft and then watch as the body of the torch glows in the dark.

Construct a planet mobile with Glow Solar System, now available in an impactful clamshell pack.

3 Maps in 1 is the latest addition to Brainstorm’s Fact

Finders range. An ingenious automatic system allows three maps to be stored in a handy tube and pulled down as required. The display system means maps can also be hung on the bedroom or classroom wall or held open on a desk.

The maps will be: UK and Ireland, Europe and the World.

New to the Natural History Museum licence is Picture Viewers. Pocket sized, pocketmoney viewers are available in two styles: Wildlife and Sea Creatures. Each viewer includes

three discs with a total of 24 animal photographs, all with the added endorsement of the Natural History Museum brand.

US-based Citiblocs has appointed Brainstorm as exclusive distributor for the UK and Ireland. This educational toy contains wooden construction blocks that are exactly the same shape and size and building requires no glue, mess, connectors or magnets – just gravity and balance.

CitiBlocs are available in packs of 50, 100, 200 and 300.

MARCH 2010

34

SECTOR GUIDE SCIENCE AND EDUCATION

HTI Recognised as one of the world’s leading science centres, HTI’s fully endorsed Science Museum range is designed to encourage youngsters to investigate the scientific and natural world around them. New for 2010, HTI introduces new eco-friendly lines as well as power action-packed play – no batteries required.

The new eco-friendly Science Museum Dual Powered Car and Eco Racers are all powered by the solar energy of natural sunlight utilising a 360° adjustable solar panel or by a handle generator – providing 100 per cent battery-free play.

Kids can build the Dual Powered vehicle and then see it come alive as the solar or handle generated energy fuels the car’s backward and forward motion. The Eco Racers are supplied as an assortment of three eco-powered racing vehicles: the Speed Racer is a fast solar car which, when fully powered, can travel at 24 metres per minute.

The Space Mobile is a solar vehicle with a front shovel that moves up and down as it speeds along. The Robotic Car is supplied with a handle generator that powers the vehicles speed as well as the up and down movement of a robotic head.

HTI also introduced six new assorted Science Museum Connect and Learn activity boxes, developed in line with Key Stages one and two of the National Curriculum. Each build-it-yourself box offers a different science activity to teach youngsters about basic physics through practical application.

LOGIBLOCS

Logiblocs engages children of all ages and abilities. The coloured lights and sounds and the tactile nature of the blocs themselves all help to build confidence and the learning potential is vast.

The retail kits are at the end of the spectrum but Logiblocs are also used in about 4,000 primary schools.

Managing director Tony de Rivaz said: “Frankly, for the average toy store, stocking Logiblocs is still a bit of a leap of faith. I think this is because of its conceptual nature, but this is in fact its strength. Logiblocs are not just a five minute wonder, they’re a real

MARCH 2010

01253 778888

The multi-science boxes are entitled: Maze Challenge, Turbo Air, Flying Disc, Digital Alarm, Spin and Turn Racer and Aim ‘n’ Shoot. The boxes can be linked together or used individually.

The eco-themed range also extends to small compact Science Museum Test

01727 763700

investment in a child’s future and buyers need to take a longer view.”

Logiblocs bridges the gap between science and learning and the world of electronic interactive toys. Each colour-coded Logibloc plugs into the next, all with different functions, to create all manner of alarms and automatic systems.

Logiblocs is introducing two new kits mid-year – a relaunch of the Buzz kit for four year-olds following demand from many customers and a more comprehensive kit with some new fun functions including a counting bloc with lots of educational potential.

Tubes containing eco science experiment kits. Complete with full colour illustrated instruction booklets, the Eco Test Tubes provide the opportunity to learn about wind power, water cycle, global warming and acid rain and erosion at a value price point.

GIBSONS GAMES Within a year of launch, Gibson’s My World range has won a Good Toy Award, a Right Start Silver Award and a Practical Pre-school Gold Award.

Designed in collaboration with child and play psychologist Dr Amanda Gummer, the puzzles match early year goals and are made in the UK from 100 per cent recycled board.

Gibsons is launching a further four titles to the range this spring. They will be fully supported with a marketing and PR campaign reaching the parenting press.

The first of the new titles is Head and Tails Jobs, a mix and match puzzle of everyday jobs. Pieces are interchangeable so new jobs can be created and the game is suitable for ages two and over.

Above and Below allows kids to swap the six interchangeable pieces to create different scenes with this busy wildlife puzzle full of animals to find. Suitable for three years-old and over.

HTI provides a Test Tube assortment to teach the science behind shadows, temperature, skeletons, senses, bath time and flight. All kits have been developed in line with Key Stage one and two of the national curriculum and each one comes in a branded counter top display unit.

0208 6618866 My Body teaches children about different parts of the body and offers fun facts as they piece together two bright puzzles. Suitable for age four and over.

My Town is the final title in the range and allows children to swap the six interchangeable pieces to create different scenes in a busy town puzzle.

It is suitable for ages three and over.

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FLAIR

Flair’s new Creepy Crawlers activity range has all the nuts and bolts to create bugs. Fill them with eggs or guts, then experiment by dissecting and squashing and see their intestines ooze out.

The Creation Station includes a deluxe moulding station, two moulds, three accessory tools, one magic pen, eerie eggs and gross guts compounds.

The Creation Station creates Creepy Crawler bugs, which are sticky and

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stretchable but hollow inside allowing them to be filled. Additional mould packs are available with a host of new bugs to create and hatch.

The Creepy Crawlers Extermination Station allows boys to squash and destroy their Creepy Crawler creations and then re-use the compound in the Creation Station.

Creepy Crawlers will be launched in summer with a full TV and PR campaign as part of a strategic marketing plan.

RE:CREATION

Sprig, the eco-friendly range of toys is growing its range with a variety of new play-sets including Sprig Hollow, Moto Patrol and Princess lines for girls, which all encourage children to broaden their imaginations. The Adventure series is made from Sprigwood, a durable, childsafe, bio-composite material made from recycled wood and reclaimed plastic and all products are battery free.

All Sprig Hollow lines have been specifically designed for maximum utility in water, sand and garden environments and come equipped with detachable tools and water-resistant materials in order to sustain play and expand possibilities. These include Bee

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and Butterfly’s Farm, Dragonfly’s HeliScoopter and Dunebug’s Sand Truck.

The new Adventure Series is based on children entering fictional worlds. Pelican Pete’s stunt sea-plane comes with a propeller and pontoons for bathtub landings. Fred Shred loves adventures and comes with a baseball cap and backpack, surfboard, snowboard and skateboard with rolling wheels. Officer Matt is patrolling Sprigville to keep the roads safe on his motorbike.

The new Princess lines include The Princess Pincic Buggy, the Snack and Surprise Birthday Cake, Summer Sandwich Party, Playhouse Theatre playset and Fairytale Friends.

01844 278888 Educational play with motorised movement is the order of the day in some of Meccano’s leading ranges, which offer a construction challenge teamed with a motor to bring models, and the world of engineering possibilities, to life.

Meccano’s original construction toys have been refreshed with new modern models, parts, mechanisms and movements. The new 25-Model Set from the Multi models range builds a buggy along with a number of other models and includes a 3V motor, steering and suspensions. The kit contains more than 280 parts and is suitable for boys from eight years-old. Available from April and priced at £29.99.

For younger children, Meccano has developed a Motorized Box for its construction range, which has been specially designed for children five and over. Ten colourful models can be built from the 100-plus parts including vehicles, fairground rides and figures.

A battery powered motor can be added to any of the constructed models to bring the models to life. The set comes in a tool box to store all the parts. Retailing at around £24.99.

All models come with an instruction leaflet and tools and will be supported by a marketing and PR programme delivered across consumer media.

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FIESTA CRAFTS

Fiesta Crafts has just launched two new fabric products to encourage children to learn and practice their alphabet and simple maths.

Pirate Numbers is an embroidered fabric wall hanging, designed to engage pre-school children in number play and early maths. It comes with 55 fabric repositionable number coins, together with plus and minus pieces, making maths games interactive.

Printed treasure chest number cards complete the set and, after play, store easily and neatly with the other pieces on the wall hanging.

Children can remove the coins and count them back onto the wall hanging, they can put numbers in the treasure chest and count up coins to equal the

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numbers, or they can use the coins for limitless shopping and money role play games. Pirate Numbers makes a colourful bedroom, playroom or classroom decoration and is an everyday reminder that numbers are fun.

Children will find learning the alphabet is fun with the embroidered new fabric wall hanging from Fiesta Crafts, My ABC. This makes an attractive bedroom or playroom decoration with colourful pockets for each letter. In each of the pockets is two cards with upper and lower case letters and pictures starting with that letter to help engage children with letter recognition and the beginnings of word formations. Each lower case letter card comes with an outlined picture for children to colour in.

MARTIN YAFFE

Tooltime Bob is an educational way for kids to learn about Bob’s favourite tools and adventures. When one of his tools is placed in his hand, Bob responds by saying what the tool is and how he uses it on-site, he also makes sound effects that match with the tool he’s using.

Tooltime Bob can help to encourage children’s fine motor skills.

Children can also learn with the Piplings through Born to Play’s collection of Waybuloo wooden toys and puzzles. Shape sorting games and lift out puzzles, featuring all of the characters, help children to develop their hand eye co-ordination and also encourage problem solving.

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Nok Tok’s Tool Box will inspire problem solving too. The hammer, screwdriver and spanner can be used to attach the nuts and bolts to the toolbox and the accessories can be tidied away inside.

The Peeka Puzzle has a reversible pull-out board and ten Peeka holes to uncover, providing fun and education.

The Waybuloo Chunky Puzzle, with eight reversible pieces, encourages kid’s understanding of shapes and colours.

Born to Play has developed a set of Waybuloo Activity Dice. Perfectly sized for little hands, they display numbers and actions, such as ‘jump’, ‘hop’ and ‘touch the sky’, helping children with hand eye co-ordination.

020 7471 0980 Wow’s toy range for toddlers is designed to stimulate and encourage a child’s imagination through discovery and play. Educational value is coupled with solid and brightly coloured rounded shapes, which are safe, durable and ideal for small hands.

Designed to assist with basic motor skills development right through to more advanced social interactive roleplay, each toy has fun mechanical features for children to discover.

Powerful friction motors, winches and pulleys eliminate the use of batteries.

All the toys in the range are compatible with each other and children can mix and match any products. Wow was awarded Gold Winner for the 12 to 36 months toy range from the Good Toy Guide 2009.

Stanley Street Sweeper is a pushalong toy with big rubbery, rotating brushes. The brushes automatically rotate and spin rubbish panels.

Stanley comes with a removable driver.

Alfie’s Animal Adventure is also new to the range. It’s a friction-powered animal feeding truck with a click and turn animal feeder and removable passengers, an orangutan, giraffe and safari driver.

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RAVENSBURGER

Ravensburger launched its new Discover and Develop pre-school games and puzzles range at Toy Fair. The range of eight puzzles and eight games combines play with education, targeting key development stages and mixing them with game play and illustrations.

MD Tim Hall said: “Ravensburger has huge experience in the development of high quality games and puzzles. As a company we’ve been making educational games for over 125 years.

“Our new Discover and Develop range supports early years foundation skills, and combines our knowledge with fantastic illustrations and

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packaging, sourced from leading British design agencies.”

The puzzle range includes an alphabet puzzle and items highlighting nursery rhymes, telling the time, Noah’s Ark, a Look and Find Farm and a shaped tractor and trailer giant floor puzzle, which comes with two different templates.

The games range encourages basic skills such as taking turns, colour recognition, observation, collecting, counting and spatial awareness. The games include Checkout Chase, Tip the Ship, Ring-a-Ring of Roses, Pack Your Bags, Fun on the Farm, On Safari and Dodge a Dinosaur.

ZOOBOOKOO The new range of Bear Essentials is a new direction for ZooBooKoo. The firm has entered the world of plush with its World of Letters and World of Numbers – 13-in-1 games sets. Each set consists of five bears with detachable scarves. The bears come with a set of 40 soft chunky foam tiles each printed with either a letter, number or maths symbol. A leaflet outlines details of 13 activities and games. They come with a handy tidy bag.

Designed as an innovative way to help you help your children grow, Bear Essentials is for children from three to

GREEN BOARD GAMES Green Board Games has introduced Inventions – the new title in its Brainbox range.

Working with the Science Museum, the Brainbox questions players about great inventions such as the railway, locomotive, PC and the space shuttle.

JOHN CRANE The GoGo Toys collection by John Crane has some new additions for 2010, all with an educational twist.

Tube Sorting features cylinders in three colours, four hues and four sizes and can be matched using the play board or stacked upon one another or inside one another. The game allows shapes, sizes and colours

MARCH 2010

01604 774949 to be easily taught in the nursery setting or at home.

Alternatively, there’s Flower and Tree, a collection of slot in leaves, flowers, stems and bird shapes. Children can build the plant higher and higher, using all the colourful shapes. Teaches about shape, colour and spatial awareness.

01473 735346 seven years-old. Both sets aim to develop social and thinking skills in addition to learning letters and 250 high frequency numbers or words and number bonds.

ZooBooKoo managing director, Stephen Wattleworth, said: “In our product trials we were overwhelmed by the way the children were desperate to make their words or do their sums with the tiles. That was when we decided we would increase the number of tiles in each set – for optimum play value and value for money.”

01494 538999 A player has ten seconds to study the card and is then asked a question from the back of the card, chosen by the roll of a die. If the card is answered correctly, the card is kept, if not it is returned to the box. The most cards held after ten minutes decides the winner.

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SECTOR GUIDE SCIENCE AND EDUCATION HABA

GREAT GIZMOS Mixing environmental issues with science kits has become a speciality of Great Gizmos, and with many new planetfriendly educational projects for 2010 in its 4M and 4MKidlabs portfolio, the range is growing.

Extensions to the Green Science range and the new Green Creativity collection has educational projects that teach the values of recycling as well as learning scientific facts.

The Green Science Dynamo Robot Kit is one example of the range. The build your own automaton project doesn’t need batteries and allows everyday household items to be turned

SCHLEICH

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01293 543221 into a robot, powered by a hand – driven generator.

Alternatively, for those wondering what to do with a mountain of left over plastic carrier bags, there’s the Green Creativity Plastic Bag Monster Kit, which will turn them into monster puppets. The Green Creativity Recycled Bottle Light Kit, transforms leftover bottles into a working light.

This is just a small selection of the 4M science-based educational projects on offer. The company is also offering PR support for all its products, plus keen margins and customer service for all retailers.

To augment the range of numeracy – developing wooden puzzles, block and prism sets and ball and track collections (5–7 Educator Gold Award Winner), a new development for 2010 will be Technics.

This new line is a natural progression from the Logic Building Blocks, which are designed specifically to foster mathematical perception and are suitable for homes and schools.

Technics is a range of wooden building blocks combined with the technology of wheels and axles

creating a range that will enhance and develop key learning skills such as hand eye co-ordination, maths, problem solving and early technology.

The introduction of plastic connectors will also enable construction sets to be combined with the ball track sets making this a system that can be used in many different ways.

When thinking of early educational toys, wood is a natural choice and Haba offers award-winning products from infant right through to Key Stage two.

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Animal figures teach children about the world around them while enhancing storytelling and language development too. Schleich’s animal collections are anatomically correct, highly researched and of high quality.

Schleich offers a wide selection with many new items introduced throughout the year.

With a host of collections to choose from, one of the most popular lines is Wild Life – a reminder of a day at the zoo, or a safari adventure, which provides a way to learn about the animals of the world.

With animals large and small, from all over the world, including lions, chimpanzees and crocodiles – each figure is given painstaking attention to detail.

This year sees elegant predators added to the range as a lynx and her cub join the series of big cats, while a wolf depicts another territorial creature. As with all of Schleich’s animals, the poses of its animals are captured in an almost animated way.

Alternatively, within the Farm Life collection, there are many new baby animals to be introduced including domestic birds such as ducks and swans and highland cattle.

MARCH 2010

SECTOR GUIDE OUTDOOR TOYS

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Let’s go outside Sales of outdoor and sports toys are always reliant on weather and 2009 was no exception. The summer saw two peaks during spells of good weather and the early snowfall in December gave the category another boost…

WORTH OVER £300m, outdoor and sports toys is the second largest category within the traditional toys market by value and the fourth biggest in terms of units sold (source: NPD Consumer Panel).

The sector is heavily seasonal and sales have always been largely reliant on the weather, with last year no exception. The category saw two peaks in 2009 with high sunshine corresponding to higher value sales from May to July when over two fifths of total outdoor and sports toys for 2009 were sold.

There was a second smaller peak in December, when Christmas sales were joined by unusually cold weather resulting in an early snow fall (source: NPD EPoS Retail Tracking Service).

Unsurprisingly, the cold weather had an impact on winter sports toys, which sold more than double the number of units in 2009 verses 2008.

Tricycles and pedal ride-ons grew in 2009 driven by the continued success of the Smart Trike with the

Unsurprisingly, the cold weather had an impact on winter sports toys, as sales doubled year-on-year.

Smart Trike Plus Girls being one of the top ten items in the total toy market’s best sellers from April to September 2009.

Mookie’s Smart Trike was the number one property for outdoor and sports toys, with Little Tikes at number two, both showing positive growth in 2009.

Licences within the category only account for just over ten per cent of value sales compared to the 27 per cent that licences account for in the total toy market. The fastest growing properties were Ben 10 and Peppa Pig, although Thomas remains popular.

Two fifths of total outdoor and sports toys in 2009 were sold from May to July

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Outdoor £m - 2008

Grocers continued to grow in this category, with an increase of three per cent in value in 2009, while specialists struggled in the face of growing competition from the internet and the demise of Woolies.

Online retailers are known to ship the more bulky items saving

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consumers the effort of carrying products home, but eliminating the impulse purchase element many High Street stores rely on. The grocers’ growth comes from high priced items £10 plus, but the under £5 category is still most important, accounting for over half of all value sales.

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(source: NPD)

The heavy snow at the start of 2010 should have helped early sales of winter sports toys this year and while forecasting the summer months has remained notoriously unreliable, there is always the hope that this year will see high levels of sunshine and a boost for outdoor and sport toys.

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HTI

Launching new for spring/summer is a Toy Story Three Wheel Bubble Scooter featuring a motorised bubble machine to the rear of the foot plate ensuring a trail of bubbles as children scoot along.

Also new for autumn/winter 2010 is a 14-inch Buzz Lightyear Dynamo Bike.

The rocket unit at the rear of the bicycle generates power as the child pedals along to fuel the light and sound effects. The pedal power Dynamo is not only a fun feature, it is also an environmentally friendly way to fuel the action on two wheels.

There’s also a Folding Scooter featuring flashing light-up wheels and

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a lenticular footplate providing two Toy Story images in one. HTI also provides Toy Story outdoor furniture including a Patio Set. HTI’s Peppa Pig range of outdoor role-play sets, beach and garden furniture and wheeled toys keep going from strength to strength. The Gardening Set comprises everything necessary for kids to tend to the garden with Peppa, including a lawnmower, wheelbarrow, watering can, fork and spade.

The Garden Caddy comprises a watering can, four plant pots, four labels, trowel, hoe, fork and rake that

MV SPORTS At the forefront of MV’s wheeled toys range is the unique Secret Scooter concept where both the tri-scooters and in-line scooters come with a secret compartment containing authentic collectibles. New models are supported by strong licences such as Ben 10 Alien Force, Puppy in my Pocket and Bob the Builder.

MV’s new line-up for boys is rounded off with two licences – Doctor Who and Star Wars. The new Doctor Who range has been designed using all new aliens that will accompany the 11th Doctor on his travels. Pioneering the Star Wars range is The Clone Wars Secret In-line Scooter, equipped with a secret compartment containing authentic Clone Wars figures.

MV’s boy’s pre-school line-up is led by the classic trio of Thomas, Bob and Fireman Sam. The new Thomas Full Steam Ahead range is a new development in wheeled toys where the rider generates authentic engine sounds. Fireman Sam is boosted by a real working Fire Extinguisher triscooter and a broader range with light and sound sirens.

MV’s bestselling Kickmaster brand will sport a limited edition England themed range including goals, footballs

MARCH 2010

all pack away into the portable caddy for tidy-away play. A Peppa Pig Bubble is also available. George’s Car Wash Kit is a role-play toy for helping to wash the car. The set includes a Jet washer, which attaches to the garden hose, a bucket and a George shaped sponge. And for outdoor relaxing, HTI offers a Peppa Pig Patio Set, Deck Chair and Oval Folding Chair.

HTI is introducing the new wheeled toy designs with Chuggington, Hello Kitty, Gormiti and Spectacular Spiderman. The firm has also been awarded the rights to manufacture Roary the Racing Car three-wheel and

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and accessories. Each product carries the Kickmaster England crest with iconic England style. Continuing with the range are the training goals available in Porta goal format and lightweight plastic.

The Hedstrom outdoor play equipment range is synonymous with quality and value for money and for 2010 the new GMax Range is fully galvanized and comes with a five-year frame guarantee.

folding scooters which will complement the new wheeled toy range for spring/summer. In addition, there are extensions to existing wheeled toy ranges such as Fifi and the Flowertots, Baby Annabell and Baby Born, JCB and Gogo’s Crazy Bones.

The firm also introduces a new range of Barbie inflatables, outdoor toys and summer lines at pocket money prices. All Barbie items feature new packaging and product graphics.

HTI has also worked its magic on a range of Disney Fairies summer inflatables, outdoor toys and wheeled toys for 2010.

HTI provides a range of Ben 10 inflatables, outdoor toys and pocket money summer lines. New items include a Mini Boom Bat Set, Mini Skimmer Disc Twin Pack, Jet Glider and Paddle Bats, all developed to hit a 99-pence price point.

HTI has developed its very own brand bubble range called Dubble Bubble. A double wand provides more bubbles, while unique bottle designs and packaging have been developed to provide a distinctive brand identity.

The Dubble Bubble collection includes solution bottles, a wand, gun and bubble machine across all major value price points.

New additions will be added to the range of JCB vehicles, role-play, wheeled and outdoor toys for spring/summer including a foot-tofloor Ride-On Tractor with detachable Trailer as well as a 16-inch freewheeling JCB Wheel Loader and Dump Truck.

KIDDIMOTO 01749 871175 This spring, Kiddimoto extends its range of wooden ride-on balance bikes with additions to the Heroes range.

Celebrating world motorcycling champions of the past 50 years, the Heroes range inducted Carl Fogarty into the fold at the close of 2009. Now, four more stars – Kenny Roberts, Wayne Rainey, Kevin Schwantz and Eddie Lawson have been added taking the total to 14 models in the Heroes range.

Aimed at early years, the eco-friendly bikes are constructed from tough and durable natural birch plywood, and teach children the motor skills of balance and coordination in a controlled manner.

An ideal first bike, without pedals or brakes, Kiddimoto bypasses the need for stabilisers, allowing children to quickly move on to a pedal cycle or automatic motorcycle.

SECTOR GUIDE OUTDOOR TOYS

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HY PRO With all the coverage and attention Hy-Pro’s new proprietary brand of wheeled toy range Zinc is receiving, it’s easy to forget that the outdoor and sporting goods giant is also a key company in the licensed sector. It has three major licensed ranges planned for release this year.

Scheduled to coincide with the release of the latest film, HyPro’s new Toy Story range has already been selected by several UK retailers. The line includes play mats, rubber playground and PU balls, an array of differing sports sets and a Toy Story trampoline.

Having already worked with some of the best-known Marvel characters and after continued success with its Marvel Extreme range, Hy-Pro has taken on the Marvel Super Hero Squad wheeled toy licence.

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Hy-Pro has years of experience in the pre-school sector with licences such as Little Tikes and Thomas the Tank Engine. This year it will be putting all that knowledge and experience behind new educational property Super Why. Centring on a range of wheeled toys, which debut at Nuremberg.

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John Crane is introducing three colour-ways in its First Bike Collection from Branching Out. Pink, decorated in hearts and flowers, racing red and the latest addition, royal blue. It has already wowed judges and won a clutch of awards including a hotly contended Practical Parenting Award.

Each First Bike has a padded seat to ensure a comfortable ride and comes with easy grip handlebars ideal for little fingers. Plus, the chunky pneumatic tyres not only mean a safe ride, but also give the First Bikes a grown-up feel. All bikes have height adjustable seats so they can adjust as tots grow. The blue version has all of the main features but also boasts a useful carry handle.

There is also now a bike stand, ideal for busy retailers who need a hand to make the ultimate in displays for their store. Made from natural wood, the stand will keep the First Bike upright and looking its best at all times.

MARTIN YAFFE

Waybuloo play balls and wheeled toys, including a trike, scooter and My First Bike, bring the property to life through striking colours and character imagery.

Following the launch of Born to Play and Fisher-Price’s Grow With Me outdoor play collection, two new wheeled lines, the Grow With Me Trike and My First Bike, join the Grow With Me Scooter, Brite Rider and UK manufactured Farm play-set.

Explorer’s Wanted, the new Dora theme for 2010, has been

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incorporated in to Born to Play’s wheeled and outdoor furniture ranges. Trikes, bikes, chairs and tables, in vibrant pink and green colours, all roll out through the year.

Manufactured in the UK, Bob’s Sand and Water Construction Site and Thomas’ Sand and Water Depot are new to the pre-school licensed lines.

LazyTown bikes and skateboards are whizzing in to Born to Play’s 2010 master toy line-up. Developed to keep kids moving, the new wheeled and

outdoor sports ranges in Sportacus blue and Stephanie pink complement the brand’s universal appeal.

Born to Play is also introducing new garden-based games and play items.

Little Princess’ play greenhouse, features gardening tools and accessories, while In the Night Garden planting sets and Thomas and Bob crazy golf sets are great ways to introduce children to the garden.

New and refreshed patio and garden furniture items roll out early

2010, including single chairs, tables and patio sets. The patio chairs in the range benefit from a unique patented locking mechanism and, along with the new parasols, are made using a UV protective fabric. Sets under the new Waybuloo licence sit alongside updated and fresh lines from In the Night Garden, Dora and Thomas.

Ben 10 rubber, PVC and foam balls, in refreshed Alien Force colourways, feature new characters from Ben’s latest adventures.

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SECTOR GUIDE OUTDOOR TOYS

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WORLDS APART Worlds Apart continues to introduce fresh licences and innovative designs to its Pop-Up play tent portfolio. Ideal for outdoor active play, the tents provide an extra role-play element, which adds value and further strengthens the appeal of the range.

The new Toy Story Buzz Rocket Tent with its imaginative design and sound unit is quick and easy to assemble, the Pop-Up tent with support rods features a roll up door and window, escape tunnel and control panel. The portable sound unit provides three sounds and an LED light, and can be clipped onto

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the child’s wrist or onto the rocket control panel.

The new Toy Story Wendy House features all the characters from the movie. As with the Rocket Tent, it has a quick and easy-to-erect pop up design, which then folds down neatly for compact storage. Both tents are suitable for outdoor and indoor play.

Worlds Apart’s multiple European and international patents remain in force for its pop-up range. The firm offers retailers a variety of outdoor toys and will continue to support the sector with PR and marketing activity in 2010.

New from Vivid Imaginations, the VX Shark is the next generation micro scooter with more than six ways to ride. Choose between the kneelie, the scoot, the cruise, the side ride, the tight rope and the cross over.

HABA

It features a platform seat, front and back foot pegs, neon styling and easy fold action.

Available from June, Vivid will be supporting the VX Shark with 300 TVRs. It retails at £59.99.

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Each item in the Terra Kids collection is a fully functioning piece of apparatus that has been scaled down to suit smaller hands. From compasses, to microscopes, discovery belts to telescopes, the collection helps children to explore the great outdoors.

The Discoverer’s Belt set comes ready for a British spring and summer, right down to the rain cape. The belt itself is packed with equipment for a young explorer, such as a screw top box for collecting shells, stones and pebbles and a synthetic whistle to attract attention.

For retailers, Terra Kids is instantly recognisable with its trademark lime green and orange branding and comes with many POS solutions that will ensure an eye-catching display in store.

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WIND DESIGNS

One of Wind Designs’ latest Ranges, Zing Air, has many products supported by TV advertising starting in February and running through to the summer.

The entire product range aims to keep children active both indoors and out over the coming spring and summer.

Once loaded, the Zyclone Zing Ring Blaster sends the soft Zing Ring over 60 metres in the air. Simply pull back, twist and launch. For added play value, two

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can play back and forth with blasters.

Zartz Urban Darts are soft foam throwing darts that when thrown stick to a wide range of surfaces. The Zartz sets include a Zartz dart and two hand targets and are fun for both indoors and out, for those playing solo or with friends.

Zoomarang is the original backyard boomerang. Throw it and watch it make a big, curving arc of 30 foot diameter, before returning back to you.

Finally, a hand throw makes the Helirang perform a 36 foot swooping arc, flying right back to you. For the garden or the park, the soft foam makes even crash landings safe.

01628 500000 The classic Bubble Mower remains in the spotlight for summer 2010.

Ready for the rough and tumble of garden play, pre-schoolers will enjoy the bubbles that appear as they push this chunky mower along.

This great role-play item is complete with sounds and also features a large bubble dispenser and a one-touch refill system for less mess. Bubble Mower will be supported with PR activity.

RE:CREATION

Spring/summer will see the introduction of two new Toy Story flying toys. The unique lines at low price points include Buzz Light Year on his outdoor adventures with the Buzz Air Twist, in the shape of Buzz’s flying Space Command and the Buzz Skyboard to surf around the galaxy.

IMC TOYS

IMC has launched a licensed range of Barbie outdoor toys. The Barbie Musical Jumping Hoop allows girls to jump to the rhythm of the music, incorporating a movement sensor that activates the music and lights each time the user starts jumping.

The Barbie Musical Hoop also incorporates a movement sensor that activates the music, so girls will listen at different rhythms each time they play with the toy. Finally, the sensor in the Barbie Musical Jumping Rope activates the music each time girls start

MARCH 2010

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For speed and distance you can't beat Buzz’s easy to catch Air Twist. With a specially weighted and shaped cockpit, the Air Twist can be thrown over enormous distances. Just by pulling with one finger, you set Buzz skating through the air, soaring high and floating gently down to the ground.

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jumping. The rope is adjustable to play alone or with friends. The range includes batteries.

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MOOKIE 01525 722722 Mookie’s new range of BMX Dirt-style helmets, T-shirts and gloves complete the Kiddimotista collection.

Createaway is based on the traditional values of sand and water play. The all in one sand and water play-sets, fold up making them easy to assemble and store. Each play-set comes with accessories and features and is suitable for ages three and over.

Available with or without the unique UV protected sunshade.

Tailball is the new range of products from the makers of Swingball.

Designed as a progression to shuttlecock play, each item features the unique Tailball streamer, which slows and stabilises flight. The range will be available in two sizes with various games including the Tailball Back Pack Attack, 2 in 1 Dart Attack, Tailball Extreme, Tailball Light, Tailball Flyer and the Tailball Rocket.

The Scuttlebug from Funtastic is a folding tricycle for kids aged one to three. It has a three-step folding action and is available in six characters.

Mookie recently acquired distribution rights for Toymonster. The new Urban X Stride Scooter has a unique step pedal system. Designed for kids aged five and over, the adjustable handle bars will suit any size.

Smart Trike introduces the new Zoo collection, Recliner and the All in One for 2010. TV commercials will commence in spring and autumn.

Mookie is also introducing a Musical Light and Sound Ride-on to the Peppa Pig wheeled lines.

TP TOYS

GREAT GIZMOS

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Great Gizmos’ Okiedog ride-on toys are designed to facilitate a toddler’s first foray into the great outdoors.

Fropper and Cheeky Chick are two ride-ons designed for 18 to 36 month-olds and will help a child master the basics of locomotion.

Fropper is a bouncer and a rider all in one and comes ready to use straight from the box. Castor wheels to the front make cruising around safe and easy for young racers and the quiet, non-abrasive wheels make it ideal for indoor or outdoor. Available in red and green or pink and purple, it folds to a fraction of its size and features a carry handle.

Alternatively, Cheeky Chick doubles up as a ride-on and walker with raised handlebars and wide front wheels for support so a child can stand in front and push it backwards to get around. A parental handle is available that can be attached to both the Fropper and Cheeky Chick.

The Okiedog ride-ons join a range of other outdoor products from the firm such as the Great Gizmos’ range of classic ride-ons and pedal cars, which provide plenty of opportunities for kids to become mobile. There are many different designs to choose from catering for ages one to five.

01299 872892 A recent winner of a Right Start Award, the eight foot Star Trampoline from TP Toys features ‘intelligent’ feet and an octagonal bounce for safe play.

The most compact of the Star trampolines, the eight foot is close to the ground so ideal for children aged three years and over and for gardens where space is limited.

With a fun space pattern and theme, the octagonal frame and hiperformance springs deliver the best and most reliable vertical bounce.

Intelligent adjustable feet make it stable on uneven ground and a thick cushioned pad provides additional safety. The soft feel surround looks great but also guides jumpers safely onto the centre of the mat and away from the edge.

It is easy to assemble and store away. It can be left in the garden all year round thanks to its collapsible surround/cover and lifetime guarantee against rust. The eight foot Star comes complete with safety net, cover and ground stakes.

Retails at £385.

MARCH 2010

May Show 18th - 20th May 2010 Toymaster would like to invite all Independent Toy and Model Retailers, both in the UK and Ireland, to attend the 2010 May Show.

Over 100 suppliers will be in attendance at the Majestic Hotel, Harrogate, on the 18th - 20th May and we hope you are able to join us in making the most of the opportunitties offered.

For more details or to register, please 4 (0)1604 674477 contact Jo Skelton on +44 or email jo.skelton@toymaster.co.uk

Dedicated monthly retail coverage

Retail Only News • Data • Opinion

Logistics firm targets toys TRILOGY HAS been acquired by video games distribution specialist Gem and renamed Gem Logistics.

The firm is now targeting toy clients and believes Gem’s existing contacts with Toys R Us, Argos and other retailers will enable it to offer a good way in for suppliers struggling to gain retail shelf space and increase existing distribution to wider channels.

“We’ve not been actively marketing ourselves to the toy market for a couple of years but with the size of the Gem group we can give it more attention and focus,” said Trilogy founder and Gem Logistics’ general manager Matthew Allen.

“We’re not just a pick, pack, ship operation. We offer telesales,

ALLEN: “We’re not just a pick, pack, ship organisation.”

High Street Page 52 How the freezing weather brought a smile to our Counter Insurgent...

Charts Page 53 Our retail charts feature John Lewis, Amazon, Play and The Entertainer

invoicing, credit control, and we will shortly be able to offer an online business to business portal where

retailers will be able to browse our whole catalogue.”

Gem Logistics: 07739 990651

Hamleys grows Footfall affected by big freeze in Middle-East UK FOOTFALL figures reveal that HAMLEYS IS planning a second Dubai store following a surge in sales over Christmas.

The franchise store in Dubai, run by partner Retail Arabia International, reported a festiveseason like-for-like sales increase of 54 per cent.

Hamleys plans to expand further in the Middle East, where the toy industry has been growing almost 12 per cent annually and is worth about $1.5 billion per year.

The expansion plan marks the first time Hamleys will have two stores in one city outside of Europe. The new branch will be in Mirdiff City Centre.

Nabil Daoud, MD and CEO of Retail Arabia International, commented: “Here in the Middle East, we have a very young population and consumers with high spending power, which makes us a top market for the toy trade.”

January 2010 has been the worst start to a year for retailers in half a decade.

According to Synovate’s Retail Traffic Index the number of shoppers in non-food stores over January was down by five per cent year-on-year, the biggest drop since January 2005 when it was down by 5.2 per cent.

For the second month running and only the second time this decade, none of the regions showed a yearon-year rise in store traffic. The month-on-month fall of 27.5 per cent against December was slightly better than forecast.

Synovate analyst, Dr Tim Denison, explained: “2010 has kicked off desperately slowly for retailers, lending support to retailers’ concerns that, despite a strong Christmas, it’s going to be another tough year on the High Street. The tumble has been accentuated by a number of clear factors.

“In terms of damage to the national footfall figures, it was the

Hero Product Page 54 Interplay’s new Ant Sphere product is this month’s highlighted line.

Events heavy and persistent snow falls across many parts of the country during the month that had the most impact, giving retailers the worst possible start to the year.

"When advised to travel ‘only if essential’, recreational shopping failed to fit the bill, adding to retailers’ woes. At its worst on the 6th, numbers were down 30 per cent nationally, and for days after the scene was little better.

“Last January... in an effort to clear unwanted stockpiles, they were discounting aggressively to tempt reluctant shoppers. Not so this year.”

Page 66 All the latest toy trade happenings to pencil into your diary....

52

RETAIL ONLY

HIGHSTREET COUNTER INSURGENT Dispatches from the retail front line...

The time had come to go into the dark depths of the warehouse to bring out those long lost treasures called sledges.

Some of the staff buckled and found those little jobs that I’d been asking them to do for weeks, leaving me to go alone into the corner of the warehouse untouched for years. Massive cobwebs with spiders that would make Harry Potter screech and plants growing through tiny cracks that would interest the Natural History Museum. I half expected to find the crazy old tramp we hadn’t seen on the streets for a couple of years.

After clearing the way, I emerged unscathed and called for help. It was like the opening of Indiana Jones where the natives are scared of what lies beyond – the unknown, but I

knew the treasure was sledges, and hundreds of them.

The staff couldn’t work out why I was so happy. It’s because we haven’t had proper, hanging-around snow for years.

McDonalds Breakfast Snow we called it – here in the morning, gone by 11am (or is it 10.30?).

So yes, I was happy, at last we had some money back on an investment of 500 sledges at various prices four years ago.

So let me take you to another picture an hour later. Still, with none of the promised snow, I sprang out of my office beaming and told the staff more sledges were on the way. That was too much for some. Whispers started about my sanity. Local hospitals were called. And then the phone rang. Knowing what it would be for I answered it, and a small timid voice asked the wonderful, delightful, magnificent question: “Do you have some sledges?” I nearly replied: “Too bloody right we

At first the ‘McDonalds effect’ kept sales sluggish, but as snow deepened and pester power kicked in, they started to fly out the door. do.” But I managed to contain my excitement.

Within the hour snow had fallen in good quantities about 20 miles away and was creeping our way. The phone started to ring off the wall, you could sense the wave effect as

it got closer, then the first flakes fell outside and I wanted to skip around the shop.

At first the ‘McDonalds effect’ kept sales sluggish, but as the snow deepened and the pester power kicked in, they started to fly out of the door. All the

sledges sold and the staff asked why I hadn’t had more than the two pallets that had come in.

I will touch on the round of shows next month, but I have to say Toy Fair was fantastic. It had a great atmosphere, great buzz about the place and all the floor space was full. Who knows? We might be able to throw things off the balcony next year.

Just about got round in three days, but if anymore refuseniks come back it might be tight. One final word on the show, put a stamp on the envelopes and post the badges please.

PRICE CHECK: MARCH 2010

MARCH 2010

Waybuloo Peek and Pull Yojojo Mattel

Sylvanian Families Caravan Flair

Bugsby Reading System VTech

Girl Gourmet Cup Cake Maker Character Options

Power Rangers Nitro Blaster Bandai

£14.99

£34.99

N/A

£24.99

N/A

£26.99

N/A

£29.99

£34.49

N/A

£26.99

£39.99

£29.99

£29.49

£19.99

£34.99

£44.99

£17.92

£16.41

£19.96

N/A

£39.99

£29.99

£27.99

£24.99

RETAIL ONLY

www.toynews-online.biz

53

RETAILCHARTS The Entertainer

CHART DATE 04/02/10

1

Sylvanian Families Lakeside Lodge

2

Nerf N-Strike Recon CS-6

3

Automatic Tommy 20 and Belt Blaster Pack

4

Amazon

CHART DATE 04/02/10

Flair

1

Bananagrams

Hasbro

2

Mr and Mrs Game New Edition

Buzz Bee

3

Shopping List

Disney Club Penguin Igloo Play-set

Jakks Pacific

4

Go Go Hamster Funhouse Deluxe Gift Set

Character

5

Bendaroos Mega Pack

Spin Master

5

Lego Star Wars Clone Walker Battle Pack

Lego

6

Sylvanian Families The Caravan

Flair

6

Monogamy

7

In the Night Garden Upsy Daisy Dress Up

VMC Accessories

7

Bakugan Battle Pack

8

3-in-1 Smart Trike Pink

Mookie

8

Timmy Time Night Night Timmy

9

Mega Farm Set

Playmobil

9

Kidizoom Camera Plus (pink)

10 Transformers Human Alliance Bumblebee with Sam

WHSmith.co.uk 1

Littlest Pet Shop Single Toys

2

Hasbro

CHART DATE 04/02/10

Bananagrams University Games Orchard Toys

Creative Conceptions Spin Master Vivid VTech

10 Who’s in the Jungle

Orchard Toys

Mail Order Express

CHART DATE 05/02/10

Hasbro

1

Family Camper

Brickmaster Pirate

Lego

2

Tellatale Theatre & Shop

3

Limited Edition Panoramic Jigsaw

WHS

3

F1 Hamilton/Massa Slot Racing Set

4

Littlest Pet Shop Pack of Two

Hasbro

4

Red Corsair

5

Ant & Dec’s Saturday Night Takeaway

Susan Prescott Games

5

Transformers MV2 Construction Devastator

Hasbro

6

Crazy Action Contraptions

Lego

6

City Industrial Set

Hornby

7

Rabbit Pen

Playmobil

7

Born to Play Table and Two Chairs

Martin Yaffe

8

Pass the Bomb

Gibsons Games

8

Born to Play Fireman Sam Friction Venus with Penny

Martin Yaffe

9

Categorically Speaking

WHS

9

Farm Mega Set

10 Junior Pass The Bomb

Play.com 1

Nerf Clip System Darts (Pack of 36)

2

Gibsons Games

CHART DATE 05/02/10

Playmobil Fiesta Crafts

Playmobil

Playmobil

10 Three Piece Wild Animal Set

John Lewis

Carrera

Toyway

CHART DATE 08/02/10

Hasbro

1

Mini Micro T-bar Scooter, Blue

Micro Scooter

Waybuloo Peek and Pull Yo Jo Jo

Mattel

2

Mini Micro T-bar Scooter, Pink

Micro Scooter

3

Waybuloo Peek and Pull Lau Lau

Mattel

3

Maxi Micro Scooter, Black

Micro Scooter

4

Gogo’s Crazy Bones: Top Trumps

Winning Moves

4

Hospital

5

Fisher Price Chatter Phone

Mattel

5

Wooden Desk and Chair

6

Waybuloo Lau Lau Play-set

Mattel

6

Star Wars Snowtrooper Battle Pack

7

Nerf N Strike Recon CS-6

Hasbro

7

Maxi Micro Scooter, Purple

8

Nerf Mega Dart Tag Refill

Hasbro

8

Robo Champ Game

9

Nerf N-Strike Raider

Hasbro

9

Babydriver 4

10 Toy Story Woody and Buzz to The Rescue

Lego

10 Twister

Playmobil Other Lego Micro Scooter Lego Smoby Hasbro

MARCH 2010

54

HERO PRODUCT

Interplay Ant-O-Sphere Its share of the science and nature market is something that the team at Interplay is vehemently proud of and one it expects to build on, adding products such as the Wild Science Ant-O-Sphere to its portfolio….

THE PRODUCT The Wild Science Ant-O-Sphere has already launched in Australia where it is a success.

Interplay will take the success of Ant World in the company’s My Living World collection and build upon it with new futuristic kits that allow children to experience the inner workings of an ant colony.

There are two sets to choose from, either with four pods available now or the colossal eight pod version, available from July. Each set contains pods, bases and supports that can be custom-connected into many different designs to become a stimulating habitat for ant colonies.

The spheres link together and can be filled to make an atmospheric setting with plants, soil and ponds providing the new colony with different environments to explore. The idea is to link and twist each pod together with the ant transit ports and watch as you discover what purpose the colony gives each area.

THE BRAND Ant-O-Sphere will benefit from the strong brand awareness of the Wild Science collection and its boys’ and girls’ best selling lines, such as the Wild Science Perfume Laboratory, Luxury Soap Science and the Weird Slime Laboratory.

This year the entire brand, which prides itself on clear instructions, plentiful projects and the ability to teach children the principles of science without them even realising it, will see refreshed packaging for increased onshelf presence.

MARKETING Interplay has seen success with its marketing of Wild Science products, using TV as its principle media tool backed up by strong PR. Ant-O-Sphere will also benefit from a high profile TV campaign throughout the year with creative commercials that capture the intriguing nature of the product.

The Four pod (top right) and Eight pod (above) Ant-O-Spheres from Interplay’s Wild Science Collection, educate children on ant colonies.

The idea is to link and twist each pod together with the ant transit ports and discover what purpose the colony gives each area.

Info: RELEASE DATE: Four Pod Ant-O-Sphere – Out now Eight Pod Ant-O-Sphere – July PRICES: Four Pod – £19.99 Eight Pod – £39.99 CONTACT: sales@interplayuk.com

MARCH 2010

A big thank you to exhibitors and visitors to Toy Fair 2010 for making it such a successful show. We look forward to seeing you next year at Olympia Grand Hall 25th-27th January 2011.

Wishing you a prosperous year ahead.

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JUMBO IS looking forward to a strong year in 2010 with key product launches and the addition of new licensed properties.

The Falcon brand sees new launches including Home Sweet Home, a triple pack containing 500, 750 and 1,000-piece puzzles, generic puzzle range, Travelling By and many more nostalgic images.

Falcon is also launching licensed puzzles to celebrate the Carry On film series, including a 1,000-piece puzzle and a puzzle in tin, and the 50th anniversary of

Coronation Street. The puzzle will feature 50 images – one from each year of the ITV soap The company plans to strengthen its position in the children’s puzzles market with a portfolio of licensed brands, including the launch of products based on Ben and Holly’s Little Kingdom and Guess with Jess. The firm has also expanded its Disney licensed range to include Toy Story 3, Mickey Mouse Clubhouse, Handy Manny and new summer blockbuster film Prince of Persia.

Further developments include the launch of a generic puzzle range, Grow with Jumbo, aimed at kids up to six years-old. The concept is based on stages and each puzzle includes a certificate and stickers.

Showcased for the first time at Toy Fair, Jumbo entered the infant electronic category with the launch of the Jo Jo range which combines traditional play with new technology to create toys with sophisticated interactive qualities.

Jumbo: 01707 289 289

RAINBOW PRODUCTIONS CHARACTER COSTUMES & P.O.S.

0208 254 5300 IF YOU attended press day at this year’s Toy Fair, you will probably have been greeted by a dozen licensed costume characters, including Timmy, Fireman Sam and Fifi.

Rainbow Productions managed the appearances of these characters on behalf of the respective licensors. Not only do characters at trade shows help highlight licensed product ranges on display on

licensee’s exhibition stands; through walking the aisles, the characters also act as walking brand ads and offer photo opportunities. Other trade shows attended by characters, include Spring Fair 2010 and Brand Licensing Europe.

As the official UK licensee, representing over 90 licensed cartoon characters – all exclusively available to book through the company for ‘meet

and greets’ – Rainbow’s character appearances also play a significant role in driving footfall to retail stores and shopping centres. The

appearances help the sale of associated licensed merchandise and provide added entertainment in the retail environment.

For toy companies looking for ways to promote nonlicensed brands, Rainbow Productions also has 25 years experience in the creation of custom-made costumes and props. The production team can transform a 2D image into a walk-about character, capable of interacting with the public and helping generate media coverage for launches, etc.

Rainbow: 0208 254 5300

Marketplace ■ Character Costumes & P.O.S.

■ Point of Purchase Manufacturers

RAINBOW PRODUCTIONS

COSTUME CHARACTER SPECIALISTS I Ranging from Angelina Ballerina to Paddington Bear to ScoobyDoo, our portfolio of 90 licensed cartoon characters are exclusively available to book through Rainbow Productions for personal appearances.

I To add an extra dimension to your toy-related campaigns, Rainbow also creates high quality bespoke costumes and puppets.

Contact Kelly Morrison T: 020 8254 5300 E: info@rainbowproductions.co.uk www.rainbowproductions.co.uk ■ Suppliers/Manufacturers

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64

TOY TALK

TOY TALK

A new regular column from Jon Salisbury, a little monkey business, and news of the Licensing Awards....

Gorilla tactics were not enough to beat Robert Mann

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

TWENTY FIVE years. You could get less for murder but that was my sentence in toy years when I became editor of Toy Trader in February 1985 at the callow age of 22.

I was appointed just after Earls Court 1985 and March was my first ever issue.

But how things have changed in that quarter of a century - or have they?

Hasbro had Transformers and My Little Pony but had bought MB Games and Playskool to give it a foot in other categories, while Mattel was basking in the glow of Masters of the Universe, although the globalisation of Barbie was some way off. Kenner and Parker were still independent forces to be reckoned with, Bandai and Tomy were not yet international power houses and Lego, the only European giant, had yet to roll out globally, while Toys R Us had just dipped its toes into foreign markets.

So many of those names remain salient in the 2010. Brands come and go but so many have stood the test of time that writing about the toy industry today sometimes feel like déjà vu - all over again.

Take Lego, currently on a roll and proud of its latest achievements but still the target of copyright challenges. Lego’s trade mark is regularly the subject of courtroom drama and the Danish company has just appealed a decision to cancel its application to register its brick as a Community trade mark. Expect sparks to fly but, as my lawyer once said to me: “I knew the judge in one of those cases and he said that the respective parties can argue all they want but when you step a toy brick in bare feet it f*cking hurts no matter who made it!”

Ouch in 1985 and ouch still in 2010.

MARATHON MAN Toy Trust chairman Robert Mann is training hard for his appearance in the London Marathon in April, where he will attempt to better the time put in by the bloke in the diving suit. Mann took part in his first 'race' recently, the delightfully named Brass Monkey, a six-miler in Corby. He said: “Although only six miles it is the first time I have ran anywhere with an audience. I’m pleased to say I finished without any walking in 61 mins 45 secs and I wasn't LAST! And I beat the gorilla.”

GADGET SHOW BACKS RE:CREATION Re:creation has benefited from a double thumbs up from Five’s The Gadget Show, which chose both its Razor RipRider 360 and Chatman products in its top toy list for 2010, with the RipRider in the coveted number one slot. Chatman was at number three.

Launching in April 2010, Chatman is designed specifically to make chat sessions, web surfing and gaming more fun. It has three personality options, over 500 actions and over 25 customisable moods.

MARCH 2010

TOY TALK

65

CRANE STANDS OUT John Crane won the prize for Best Designed Stand at Toy Fair, while Street Surfing took the accolade for best shell scheme stand.

Eponymous boss, John Crane, pictured far left receiving the award from Roger Dyson with MD, Jonathan Thorpe and BTHA events manager, Simon Pilling, commented: “We work closely with our stand designer and builder to create the space each year. We also previously won an award at the Baby Show, so we are proud of the stand design. I'm delighted to have won this award.”

Street Surfing, a Dorset-based company supplying skateboarding products, took the award for the Best Use of Shell Scheme/Economy Shell Scheme. The company was exhibiting in the Greenhouse area of the show and designed the urban style stand using corrugated iron and spray paint graffiti.

Mike Hickling at Street Surfing said: “We'll have to start thinking of how we can improve again next year now. We’ve set ourselves a high standard.” The firm’s MD, Oliver Webb added: “It's great to have won the award, we're really pleased.”

My Favourite Things Rob Trup, Marketing manager, Fiesta Crafts

John Crane takes his award from the show organisers

LICENSING AWARDS RETURN The date has been set for the Licensing Awards, for which ToyNews’ sister website Licensing.biz has become the official online media partner.

The event returns on Thursday September 9th, at the Lancaster London Hotel with a new headline sponsor, website and new award.

The Awards - owned and organised

by The Licensing Source Book Europe (part of Max Publishing) - are now in their fifth year and are officially open for entries. A newly designed website has launched incorporating the entry forms, nomination forms, ticket booking forms, plus a variety of other information on the awards.

Categories for 2010 include specific accolades for licensed products, retailers and licensing properties, plus for the first time there will be an award for Best Licensed Marketing Communication Campaign.

"It is wonderful how The Licensing Awards have become such an integral part of the licensing industry calendar," commented Ian Hyder, director of The Licensing Source Book Europe. www.thelicensingawards.co.uk

MARCH 2010

Favourite album: Amy Winehouse, Back to Black. Never a bad time to listen to it.

---------------------------------------------------Film: The Italian Job (original) --------------------------------------------------Book: At the moment, the Harry Potter series. They are truly motivating my son to read.

-------------------------------------------TV programme: The Sopranos just sublime.

--------------------------------------------Magazine: Occasionally I'll buy a cycling title.

---------------------------------------------Holiday destination: I learned to love the non-Costas Spain when I was living there.

----------------------------------------------------------------Pet: Never had one, but it looks like we are going to get frogs this spring for our empty frog tank!

----------------------------------------------------------------Hero: No real 'heroes' but I do think Barack Obama has made an awe-inspiring journey.

---------------------------------------------------Way to spend the weekend: Trying to steal as much rest as possible in between the endless arrangements for kids and family.

-------------------------------------------------Game/toy: I play ultimate frisbee - a bit like football but played with a flying disc. (and no, no dogs) ----------------------------------------------------------------Tipple: Good malt whiskey doesn't go amiss.

----------------------------------------------------------------Food: Love Indian, the spicier the better. Re'discovered' vindaloo at Nuremburg this year.

-----------------------------------------------------------------

66

FEATURE PLANNER

APRIL Boys’ market special ● Games and puzzles ● Track and trains ● World Cup special The April issue will highlight which new product launches are likely to dominate in the all-important boys sector.

Also included in April will be a look at what’s new in games and puzzles and a guide to the latest in tracks and trains.

In the run-up to this year’s World Cup, we will also run a special guide to what’s available in football toys.

Editorial deadline: Call for details

Advertising deadline: March 12th

FORTHCOMING EVENTS BRAND LICENSING CENTRAL AND EASTERN EUROPE March 8th and 9th Corinthia Grand Hotel, Budapest www.brandlicensing-budapest.com

TOYNEWS FIVES July 9th Powerleague, Barnet www.topcorner.co.uk

THE LICENSING AWARDS Thursday September 9th Lancaster London hotel www.thelicensingawards.co.uk

PLAY-ROOM AT THE PARK April 20th and 21st Cranmore Park, Solihull www.cranmorepark.co.uk

TOYMASTER MAY SHOW May 18th-20th Barcelo Majestic, Harrogate www.toymaster.co.uk

BRAND LICENSING EUROPE September 29th-30th Grand Hall, Olympia www.brandlicensingeurope.com

TOYZERIA November 25th - 28th Istanbul World Trade Centre, Turkey www.toyzeria.com

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

www.toynews-online.biz Editorial: 01992 535646 Advertising: 01992 535647 Intent Media is a member of the Periodical Publishers Associations

MARCH 2010

ToyNews is published 12 times a year by Intent Media ~ Saxon House, 6a St. Andrew Street, Hertford, Hertfordshire SG14 1JA Fax: +44 (0)1992 535648 © Intent Media 2010 No part of this publication may be reproduced in any form or by any means without prior permission of the copyright owners.

ISSN: 1740-3308

Circulation & Subscriptions AUDITED CIRCULATION Average Net Circulation: 6,011 July 1st 2008 to June 30th 2009, SUBSCRIPTIONS UK: £50 Europe: £60 Rest of World: £90 The international cost applies per subscription and covers airmail dispatch of 12 issues

To order your subscription via Visa, MasterCard, Amex Switch or Delta contact toy.subscriptions@c-cms.com or call 01580 883 848. Alternatively visit our website www.toynews-online.biz Subscriptions Manager - Hannah Short Hannah.Short@intentmedia.co.uk

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