ToyNews Issue 106, June 2010

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

INSIDE…

A look at the major summer movies that will help shift toys

The licensing industry’s big Vegas shindig is previewed

Hasbro’s new UK chief on the firm’s first six months of 2010

How Wow Stuff is making an impact in the toy market

Contents REGULARS 4

News

6

Exclusive NPD analysis

8

Appointments

10

Campaign of the month

12

TV ratings

LICENSING 20

News

23

Licensing International 2010

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 COLOUR PURPLE

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

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

Jon Salisbury Contributor jon@wotkidzwant.com

FEATURES 24

Summer movies

26

John Crane

29

Fashion Dolls

32

Wow Stuff

37

The Puppet Co.

39

The Girls’ Market

RETAIL 54

Counter Insurgent

54

Price Check

55

Retail Charts

56

New Products

57

Hero Product

COMMENT

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

Editorial: 01992 535646 Advertising: 01992 535647

Intent Media is a member of the Periodical Publishers Associations

AUDITED CIRCULATION: Average Net Circulation: 6,011 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.

IT SEEMS that the toy market in the UK is enjoying a genuine purple patch at the moment.

Whether it will eventually translate into actual full-year growth remains to be seen, but the first quarter was 11 per cent up compared to last year in sales terms. It translates to an additional £23.2m of sales.

That’s encouraging stuff and with a World Cup looming and a nailed-on cash cow like Toy Story 3 arriving in July, with a bit of good weather to get those outdoors toys moving, we could really be motoring as we head into the final straight.

As long as the Chuckle Brothers don’t completely de-rail the economy from the patched up track that it has been running on, the toy market may yet see some real growth.

With a bit of good weather we could really be motoring as we head into the final straight.

Oh and a quick well-done to Toymaster for responding so quickly when tragedy struck at the Majestic and announcing a full contingency plan within days of the hotel fire. Maybe we should let them run everything.

This month sees the Toy Trust Triathlon taking place at Rutland Water. We’re in it. It should be a good day out for the industry, so even if you’re not running, cycling or... what’s the other bit... oh yeah, drowning while dressed as SpongeBob, try and get along and lend some support. You’re guaranteed to see some interesting sights.

Ronnie Dungan ronnie.dungan@intentmedia.co.uk

GET YOUR KIT ON FOR THE 2010 TOYNEWS FIVES TEAMS FROM ACROSS THE INDUSTRY WILL GATHER FOR A CRACKING DAY OF FIVE-A-SIDE FOOTBALL ACTION

TOYNEWS FIVES RAISING MONEY FOR THE TOY TRUST. £100 FROM EVERY ENTRY GOES TO THE TOY TRUST SUPPORTING DISADVANTAGED CHILDREN AND THEIR FAMILIES.

F R I D AY J U LY 9 G O U R M E T B A R B E Q U E T E A M A N D I N D I V I D U A L T R O P H Y P R E S E N T A T I O N S

TO ENTER NOW PLEASE CALL 020 7700 1888 OR VISIT WWW.TOPCORNER.CO.UK/TOYNEWSFIVES

4

NEWS

Barbie ads highlight career opportunities

Big guns sign up for Fives

Lifestyle marketing campaign focuses on doll’s various career-based outfits...

by Ronnie Dungan MATTEL IS launching a Barbie marketing campaign based on the doll’s varied career history, in which it has featured in more than 125 different jobs.

The campaign will call upon the UK government, successful women in business, education providers and mums to join together to inspire girls to achieve their career goals.

It kicks off with a prominent press partnership with weekly fashion and lifestyle magazine Grazia. Featuring high profile successful UK career women who have become ambassadors for the campaign, the Grazia activity forms part of a mums-focused programme, which includes interactive mentoring, events and PR support.

Girl-targeted initiatives will run throughout the year with a primary school-targeted educational programme, as well as engaging partnerships with leading girls’ media outlets. A career-focused research initiative, interactive online voting and political lobbying will also form part of the campaign.

It is designed to support retailers carrying the new interactive Barbie I Can Be… digital doll collection, which will also include two further introductions in 2010 including snowboarder and news anchor.

The range will be supported by a heavyweight two-month TV advertising campaign featuring 30second spots.

Mattel marketing director Erica Zubriski commented: “For more than

50 years Barbie has served as a reflection of fashion, culture and aspiration to girls of all ages. Barbie inspires girls to try on different careers, encouraging them to play out their dreams and explore the world and all of its possibilities. We believe roleplaying with Barbie continues to inspire girls and women with the belief and confidence that they can achieve anything.”

Mattel: 01628 500000

GOOD NEWS FOR TOYS CONTINUES THE TOY MARKET’S purple patch continues, with first quarter sales up 11 per cent year on year, according to the latest NPD figures.

The 11 per cent rise saw sales topping £241.5 million for the period, compared to £218.3 million in Q1 '09.

NPD says that while positive growth can be largely attributed to an increase in price points, UK consumers were also purchasing more traditional toys this year.

Monthly sales of traditional toys in the UK in January, February and March all experienced positive revenue growth, with increases of three per cent, 14 per cent and 13 per cent, respectively.

Unit sales in the first quarter saw a two per cent rise to 42.8 million units. Although unit sales were down five per cent in January, they were up in February and March by three per cent and seven per cent.

Price points for traditional toys priced at £5 and less saw an average increase of four per cent, followed by toys in the £10-£20 range, which experienced an average increase of eight per cent.

It was toys in the £5-£10 and £20plus price ranges which saw the strongest growth, with respective price point increases of 16 per cent and 15 per cent.

NPD: 01932 355580

HASBRO AND HIT are the latest big names to sign for this year’s ToyNews Fives football tournament.

The Toy Trust football fund-raiser takes place at the Powerleague in Barnet on Friday July 9th, with £100 from every entry going to the industry charity.

A free gourmet barbecue is included on the day and there are trophies and personal medals for the winners and top players.

This year’s tournament is already likely to have more teams than last year’s inaugural event. Among those already signed up are Turner, Spinmaster, Wow Stuff, Disney, Winning Moves, Grant and Bowman, MGA/Zapf and the BTHA. For more information, contact Andy.Harding@topcorner.co.uk or call 020 7036 9917. Alternatively, email ronnie.dungan@intentmedia.co.uk

NEWS

www.toynews-online.biz

5

WowWee campaign cranks up Paper Jamz volume Multi-layered marketing campaign to launch new range of electronic guitars including 1,500 TVRs...

by Ronnie Dungan WOWWEE IS putting its weight behind a huge marketing campaign for its Paper Jamz guitar line, including a high profile launch in Hamleys.

The guitars feature paper-thin technology that is played by touch alone. Five different styles will be available for launch, supported by a fully integrated marketing campaign, running from May through the year including a TV campaign, targeted media partnerships and creative through-the-line activities.

A pre-launch awareness campaign runs throughout May and June, targeting online, print and broadcast channels with editorial promotions, and a nationwide seeding campaign to raise interest.

TV activity kicks off on Father’s Day weekend (June 20th) with a campaign delivering 360 TVRs in UK and Ireland over the first four weeks,

Online activity with dedicated microsites is a cornerstone of the campaign

as part of a 1,500 rating year-long campaign.

WowWee has also partnered with Turner Media Innovations and Cartoon Network to create a multistage campaign, which is designed to showcase the product and its many different features.

The first phase of that has kicked off with a seeding programme and the launch of an Earn Your Right to Rock microsite, hosted at CartoonNetwork.co.uk/PaperJamz.

The Get Some Rock Attitude minigame lets children create their own rockstar avatar, share it with their friends and win one of 100 Paper Jamz guitars before they hit the shops.

There will also be a 40-second webdrive spot pointing to new content on the microsite, including a new Rockstar Rating game, where users can record their own riff and see their Rockstar Avatar play along to it.

PaperJamz.com is already live and includes activities such as a Rockstarz Academy and a JammerZine, which includes details of events, news and games.

Online elements from the site will also be strongly utilised within other high traffic areas.

The launch will see a high profile launch event on Father’s Day at Hamleys and Paper Jamz demonstrations will be taking place in stores up and down the country and in key theme parks.

“The response to Paper Jamz has been phenomenal,” said Graham Spark, sales director at WowWee Sablon.

“This is a fantastic product with incredible technology and it has really captured the imagination of buyers across the world. We’ve worked with our partners here in the UK to create a blockbuster campaign for Paper Jamz, hitting all the key consumer touch points from launch through to the end of the year. We’re all set for Paper Jamz to become WowWee’s hottest sensation ever.”

WowWee: 01295 711588

Mega marks 25th anniversary MEGA BRANDS is highlighting its 25th anniversary with a number of marketing campaigns, include a nationwide ‘Mega Bloke’ competition.

The campaigns start in June generating consumer awareness for Maxi Bloks and include exclusive sponsorship of the Mother & Baby Big Heart Awards including an advertorial and editorial program running in the magazine from August through to March 2011.

It will also be launching a nationwide competition to find the UK’s Mega Bloke of the Year with Practical Parenting Magazine’s website MadeForMums and also unveiling a creative campaign to boost awareness.

An extensive supporting PR campaign will also further strengthen the core Maxi business and maintain popularity with pre-school mums across the UK. Mary Price, head of UK and international commercial and marketing director of Mega Brands, commented: “Maxi Bloks are at the heart of the Mega Bloks brand and we are very excited to be in our 25th year of providing high quality pre-school products to mums all across the country. The new range will continue to deliver the best play experience for kids and we are thrilled to be able to take the opportunity during our 25th birthday year to cement our position as

number one in the construction market. With the extensive marketing and PR campaigns coming up this year, I am sure the new range will be a great success.”

The firm has outlined its main objectives for 2010 as maintaining its position in the pre-school market and developing product value.

New products in the Maxi range are designed to build on the themes of constructive, imaginative and educational play, introducing new products such as the Spin n’ Sorter bucket and the Rocker Stacker.

The Spin n’ Sorter bucket contains 32 different shaped multi coloured building blocks and encourages

children to match the right shapes to the right holes and to build upwards from two spinning cogs. The Rocker Stacker uses number sequences and shape patterns to help with building and sets new challenges with its rounded base rocking from side to side.

Mega Brands: 01844 350033

6

NPD RESEARCH

Retail Sales Trends

Properties

Continued growth for the traditional toy market THE TRADITIONAL toy market has exhibited growth for the third month in a row with value up over ten per cent year-to-date and volume now up two per cent versus the same period in 2009. The average price has continued to grow, currently standing at £5.64 – higher than for the same period in 2009 and 2008. There are four supercategories showing double digit growth and driving the positive movement in the market, namely plush, building sets, all other toys and outdoor and sports.

“First quarter sales performance has rewarded most retailers and manufacturers early optimism for 2010. While the first quarter has traditionally accounted for just 15 per cent of annual sales, it does give a strong indication of the direction of the market for the rest of the year,” said Jez Fraser-Hook, director of NPD Group’s toy business in the UK. Within plush it’s the properties that have been launched in the last 12 months that are driving sales, the fastest growing supercategory, up 77 per cent versus YTD March 2009.

Four out of the top ten properties in plush are new in the last year with the biggest new property also now the largest property in plush – Zhu Zhu Pets from Character Options.

Now accounting for nearly a fifth of total plush sales, the Zhu Zhu Hamster Pack Assortment is the best selling item across total toys so far this year. The other top selling new properties are Waybuloo, Timmy

Sales (value, year to date)

218,324,800

241,457,600

2009

2010

JUNE 2010

started to grow as the weather improves with both Smart Trikes and Little Tikes growing in March.

With just a few weeks still to go before Toy Story 3 hits cinema screens, early indications are positive for the licence as it enters top five properties for the month of March.

11%

March 2010 1. BEN 10 2. STAR WARS 3. LEGO CITY 4. THOMAS AND FRIENDS 5. TOY STORY

Best Property Progression March 2010

FIREMAN SAM Hit Entertainment’s property continues to move up the listings. From 116 in January, it stood at 60 in February and this month it’s at number 36.

Toy Story is set to be the big film licence of 2010. With a wide variety of toys released to support the film, it will be interesting to see which items are the toys that capture children’s imaginations and generate high sales. per cent while non-licence construction grew at 56 per cent, still impressive. While long-standing licences such as Star Wars continue to grow, there are a number of new brands which have significantly added to the category sales – Toy Story and Ben 10 from Lego, while Halo Wars and In The Night Garden add to licence sales growth for Mega Brands. Outdoor toys has also

The top Toy Story item is Lego’s Woody and Buzz Rescue followed by Mattel’s Basic Figure Assortment at number two. “Toy Story is set to be the big film licence of 2010. With a wide variety of toys released to support the film, it will be interesting to see which items are the toys that capture children’s imaginations and generate high sales,” commented Fraser-Hook.

Average price

UK Toy Sales

Source: NPD

Time and Animagic which demonstrate that pre-school licences continue to heavily impact the plush market and that imitation pet ranges are still popular with children.

The building sets category continues to grow with licences driving growth, up a significant 87

Top 5 properties

Mar 09: £5.26

Mar 10: £5.56

Best Item Progression March 2010

Elefun (Hasbro) The evergreen favourite put in an impressive performance in March, moving up from 207 to number 41.

NPD RESEARCH

www.toynews-online.biz

Retail Sales Trends UK MARCH 2010 (£ SALES – VALUE) 1

ZHU ZHU HAMSTER PACKS

2

BEN 10 ALIEN FORCE TEN-CM FIGURES

UK MARCH 2010 (UNIT SALES – VOLUME)

CHARACTER OPTIONS

1

HOT WHEELS BASIC CAR ASSORTMENT

BANDAI

2

MATCH ATTAX CARDS

3

KIDZOOM DIGITAL CAMERA

VTECH

3

BEN 10 ALIEN FORCE TEN-CM FIGURES

4

STAR WARS REBEL TROOPER & SNOW TROOPER BATTLEPACK LEGO

4

GOGO’S III EXPLORER PACK

5

BIONICLE STARS 2010

6

SMART TRIKE PLUS GIRLS

7

STAR WARS LUKES LANDSPEEDER

8

FIRST STEPS BABYWALKER

9

BAKUGAN STARTER PACK

10

BEN 10 ALIEN FORCE 15-CM DNA FIGURES

ZHU ZHU HAMSTER PACKS

2

BEN 10 ALIEN FORCE TEN-CM FIGURES

3

KIDZOOM DIGITAL CAMERA

4 5

BEN 10 ALIEN FORCE 15-CM DNA FIGURES

6

BAKUGAN STARTER PACK

7 8 9

TRANSFORMERS MOVIE DELUXE FIGURES

10

FIRST STEPS BABYWALKER

TOPPS BANDAI MAGIC BOX

LEGO

5

ZHU ZHU HAMSTER PACKS

MOOKIE

6

TRANSFORMERS MV2 MOVIE LEGENDS ASSORTMENT

HASBRO HASBRO

LEGO

7

PLAY-DOH SINGLE TUB

VTECH

8

CARS CHARACTER ASSORTMENT

SPIN MASTER

9

BIONICLE STARS 2010

10

LITTLEST PET SHOP GET THE PETS

BANDAI

UK YEAR TO DATE (£ SALES – VALUE) 1

MATTEL

CHARACTER OPTIONS

MATTEL LEGO HASBRO

UK YEAR TO DATE (UNIT SALES – VOLUME)

CHARACTER OPTIONS

1

MATCH ATTAX CARDS

BANDAI

2

HOT WHEELS BASIC CAR ASSORTMENT

VTECH

3

BEN 10 ALIEN FORCE TEN-CM FIGURES

STAR WARS REBEL TROOPER & SNOW TROOPER BATTLEPACK LEGO

4

TRANSFORMERS MV2 MOVIE LEGENDS ASSORTMENT

BANDAI

5

GOGO’S III EXPLORER PACK

SPIN MASTER UK

6

PLAY-DOH SINGLE TUB

STAR WARS LUKES LANDSPEEDER

LEGO

7

ZHU ZHU HAMSTER

BIONICLE STARS 2010

LEGO

8

PLASTICINE EIGHT PACK

HASBRO

9

BAKUGAN BOOSTER PACK

10

CARS CHARACTER ASSORTMENT

VTECH

TOPPS MATTEL BANDAI HASBRO MAGIC BOX HASBRO CHARACTER OPTIONS FLAIR SPIN MASTER UK MATTEL

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

7

8

APPOINTMENTS

INDUSTRY MOVES Eden moves to Spin Master, Treasure Trove bolsters sales team, Bigjigs names new agents, The In Thing takes on new business development manager, Hasbro promotes two staff members and Yaffe appoints sales director…

FROM LEFT: Emma Eden, Lauren Nield and Charles Spieler...

Former Vtech marketing manager, Emma Eden, has joined Spin Master.

After four years at the pre-school electronics specialist, Eden is now brand manager for Spin Master’s girls range including this year’s key lines Liv and Party Animals.

“Emma’s appointment supports our plan to expand our brand marketing team to be more focused around specific brand categories,” commented Spin Master marketing director, Phil Hooper.

Ciara Renton has joined Treasure Trove as national accounts manager.

She has over 15 years’ industry experience, ten of which were spent in a similar role with Grosvenor.

Lauren Nield has also joined the company as sales office manager to assist with its customer service.

Bigjigs has hired Bradley Dodds as agent for the South East. Dodds has been in the industry for 15 years, starting with K’nex and Hasbro as a sales rep, working up to key national account manager at various other companies, until being made redundant from Trends UK.

Brian Colgan has also been appointed by the company as Irish agent. Colgan has over ten years experience working in the industry, representing some of the largest companies in the Irish market.

Sam Ireland, sales executive for Bigjigs, commented: “Bigjigs are delighted to have appointed both Brian and Bradley.

“Both come into the Bigjigs team with a wealth of knowledge and over 30 years between them.”

Chris Bullock has been appointed business development manager at The In Thing. Before joining the firm, Bullock spent over 20 years at Hasbro, where he held the position of UK field sales manager.

Peter Burcham has been appointed to the newly created role of national sales manager at Hasbro, with over ten years of experience in the toy indusry.

Hasbro is also recognising the achievements of its orders direct team and has appointed Wendy Hicks to head up the team. The firm will be placing extra focus on the

department as it is now seeking to roll the service out across a wider account base.

Ryan Blane, sales director, said: “These appointments will be essential in building on the growth from our extensive repertoire of brands like Transformers, Littlest Pet Shop and Nerf and will also bring an increased level of service to this very important sector of our account base.”

Caroline Saul has been promoted to the position of sales manager at Zappies. After working for the company for a year, Saul has been promoted to the new position to head up the sales team.

The firm hopes the new appointment, along with the existing team, will be key to its continued growth and will enhance its customer service levels.

Martin Yaffe has taken on Charles Spieler as sales director as part of its takeover of Peter Pan Products.

Spieler brings a wealth of experience to the new role. As managing director at Brite Power International, he developed and

marketed a range of licensed toys and novelty items.

Following the sale of Brite Power, Spieler set up Peter Pan in 2007, an import/export licensed product agency.

The deal, which was finalised at the end of April between Martin Yaffe’s MD, Ronnie Yaffe, and Spieler, also includes the acquisition of Peter Pan Products.

The firm will continue to be managed by Spieler, while becoming a subsidiary of Martin Yaffe International.

Yaffe said: “Charles joins the company at a very exciting time. Our licensed product portfolio continues to grow, which Charles will help to develop and take to market, while building and maintaining strong relationships with all our partners.”

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

10

CAMPAIGN OF THE MONTH

Littlest Pet Shop Hasbro Hasbro’s Littlest Pet Shop is one of the market’s leading mini-doll brands and the three new play-sets launched this year will be backed with a multi-platform promotional campaign…

THE LITTLEST PET Shop property is a line of collectible pets aimed at girls aged four to eight, appealing to their zeal for nurturing and collecting. With more than 325 million pets sold globally, it is currently the number one mini doll brand by volume in the UK. The range has a global licensing programme, which includes more than 175 licensees bringing products to market across all the major categories, from apparel and accessories to consumer electronics, video games, homewares and publishing.

PRODUCTS LPS is a brand built on collectability and fantasy play. The brand sits within the mini dolls segment of the dolls market and features bobble head styling as the main point of difference to other girls collectables.

In addition to single and triple packs, there is also a range of play-sets to extend the play experience. There are three new play-sets this year – the Get Better Centre, the Paw Powered Cruiser and the Rescue Centre.

JUNE 2010

MARKETING In addition to heavyweight advertising for the new range of play-sets, there is a variety of activities planned, including a sponsorship of PopGirl TV, with bumpers appearing in a daily block of afternoon programming.

Hasbro is also running a ‘collect and get’ promotion, where consumers can claim an exclusive pet in return for sending in tokens from promotional packs. There’s also a national newspaper promotion planned for later in the year, in addition to a new LPSO website launched recently at www.lpso.com In addition, there is a PR programme in place to communicate with children and let them know about new product launches. Ongoing relationships with a number of girls’ publications include sponsorship of competition pages and letters pages.

IN-STORE Retail specific promotions will run nationally and will build on the promotions which have already been running this year.

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12

AIRTIME STATISTICS

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

SHOWS ACROSS ALL TIMES APRIL 10 1

SHOWS ACROSS ALL TIMES YTD APRIL 10

TIME

TITLE/DESCRIPTION

CHANNEL

OOOs

9:00

PHINEAS AND FERB

GMTV/CITV 191

%

AIRINGS

14.5

4

1

TIME

TITLE/DESCRIPTION

CHANNEL

OOOs

% AIRINGS

16:34

THE SARAH JANE ADVENTURES

BBC1

215

9.8

2

2 8:29

BATMAN: THE BRAVE AND THE BOLD

GMTV/CITV 171

16.0

3

2 16:32

SPORT RELIEF DOES WE ARE THE CHAMPIONS CBBC

205

13.5

5

3 17:01

POSTMAN PAT: SDS

CBEEBIES

165

11.0

2

3 9:29

TRACY BEAKER RETURNS

CBBC

201

13.2

90

4 8:41

SPONGEBOB SQUAREPANTS

GMTV/CITV 161

15.2

6

4 17:49

THE SARAH JANE ADVENTURES

CBBC

173

9.9

80

5 9:02

SORRY, I'VE GOT NO HEAD

CBBC

157

12.3

20

5 9:00

PHINEAS AND FERB

GMTV/CITV 191

14.5

4

6 9:00

MY ALMOST FAMOUS FAMILY

CBBC

157

12.1

4

6 8:29

CHOP SOCKY CHOOKS

GMTV/CITV 169

12.8

10

7 16:02

WHAT'S NEW SCOOBY-DOO?

CBBC

155

14.6

14

7 8:32

BEN 10: ALIEN FORCE

GMTV/CITV 164

15.1

6

8 16:29

DANI'S HOUSE

CBBC

142

11.3

28

8 8:41

SPONGEBOB SQUAREPANTS

GMTV/CITV 163

14.2

10

9 11:28

SMART

CBBC

141

11.9

5

9 18:24

SUITE LIFE ON DECK: LOST AT SEA

DISNEY CH. 162

7.8

5

10 10:00

THE LEGEND OF DICK AND DOM

CBBC

136

10.3

18

10 16:05

HORRIBLE HISTORIES

BBC1

11.6

13

COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) APRIL 10 1

TIME

TITLE/DESCRIPTION

CHANNEL

OOOs

9:00

PHINEAS AND FERB

GMTV/CITV 191

COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) YTD APRIL 10

% AIRINGS

14.5

161

4

1

TIME

TITLE/DESCRIPTION

CHANNEL

OOOs

9:00

PHINEAS AND FERB

GMTV/CITV 191

%

14.5

AIRINGS

4

2 8:29

BATMAN: THE BRAVE AND THE BOLD

GMTV/CITV 171

16.0

3

2 8:29

CHOP SOCKY CHOOKS

GMTV/CITV 169

12.8

10

3 8:41

SPONGEBOB SQUAREPANTS

GMTV/CITV 161

15.2

6

3 8:32

BEN 10: ALIEN FORCE

GMTV/CITV 164

15.1

6

4 8:10

PENGUINS OF MADAGASCAR

GMTV/CITV 110

14.9

6

4 8:41

SPONGEBOB SQUAREPANTS

GMTV/CITV 163

14.2

10

5 7:50

SECRET SATURDAYS

GMTV/CITV 101

13.4

3

5 18:24

SUITE LIFE ON DECK: LOST AT SEA

DISNEY CH. 162

7.8

5

6 8:05

FIFI AND THE FLOWERTOTS

FIVE

91

8.5

22

6 10:31

FILM: THE BFG (1989)

CITV

156

10.3

2

7 9:25

HORRID HENRY

ITV1

83

5.8

1

7 8:29

BATMAN: THE BRAVE AND THE BOLD

GMTV/CITV 152

13.1

9

8 7:44

MAKE WAY FOR NODDY

FIVE

81

8.5

22

8 8:04

FIFI AND THE FLOWERTOTS

FIVE

8.8

86

9 7:00

PEPPA PIG

FIVE

76

9.7

59

9 7:58

SECRET SATURDAYS

GMTV/CITV 109

13.0

5

10 7:27

KID VS KAT

GMTV/CITV 76

15.1

12

10 8:10

PENGUINS OF MADAGASCAR

GMTV/CITV 103

14.6

10

SOURCE: INFOSYS/BARB.

JUNE 2010

NOTE: THESE CHARTS ARE BASED ON AVERAGE PERFORMANCE

110

75 Years of Schleich SEPTEMBER 2010: THE BIG ANNIVERSARY IN STORE The Schleich success story is celebrating its 75th anniversary this September, and we want to celebrate it with our retail partners – with a free POS deco package and a competition in which you could win a trip to Africa for two. Celebrate with us and bring Schleich‘s anniversary to your salesroom in September 2010.

Would you like to find out more about the Schleich anniversary promotions? Simply send an e-mail to schleich@schleich-s.co.uk

Anywhere‘s a playground learn more at www.schleich-s.com

14

Q&A HASBRO

Foye story Like many in the industry, after a year of consolidating its position in a radically changed UK toy market, Hasbro is hoping for bigger things in 2010. A revamped sales and marketing team and new leadership sees a more confident firm looking forward. Foye Pascoe, UK and Ireland country manager, gives ToyNews an update…

Nerf has had a great March moving into third place in the category with the Nerf Maverick and Nerf Nite Finder really driving sales.

Eight months after the Transformers 2 movie, the brand continues to perform well and remains within NPD’s overall top ten properties.

Our games business continues to show a robust performance, with Monopoly continuing to perform exceptionally well. We are also very excited by our recent launch of Cuponk which seems to be capturing the imagination of consumers.

Another Hasbro favourite, PlayDoh, continues to go from strength to strength and is driving the reusable compounds the market with exceptional performance

How did the UK market perform in Q1? It seems to be in a much better shape than the same period last year?

Q1 2009 was a tough time for the toy industry with the combined effects of both the recession and the loss of Woolworths. In contrast the first quarter of 2010 has started well, and this is supported by NPD which is reporting sustained double-digit value growth for the first three months of the year. It is encouraging that there is sales growth across all price points reflecting buoyancy across a wide range of products and categories.

What has the mood been like at retail? More confident?

Overall the mood has certainly improved. Following the closure of Woolworths stores there were some major concerns that this would permanently impact the toy market.

The encouraging signs are that consumers are now changing their habits and the total market is recovering.

Any particular sectors which have stood out for you in Q1?

NPD is reporting strong growth for the first quarter of 2010 across the whole of the industry, with a couple of categories showing exceptionally good growth. Hasbro has a broad portfolio of toys and

GoGo My Walking Pup is due for launch this autumn/winter

Following the closure of Woolworths, there were major concerns that this would permanently impact the toy sector.

But consumers are changing their habits and the market is recovering.

PASCOE: “Our games business continues to show a robust performance”

games and we are also reflecting this with growth across all categories, notably within girls where were now hold the number one girls collectable by volume. We are also really encouraged by the trends we are seeing across games and outdoor.

What Hasbro lines have performed well in Q1?

Overall we are seeing great performance across a number of our key brands. Following the 09/09/09 Nerf raider launch event, we have some great traction with this brand at retail which is reflected in our growing share of the market.

JUNE 2010

How about the girl’s market, have you cracked it yet?

Littlest Pet Shop and Fur Real do continue to show significant growth.

NPD March data is currently reporting Littlest Pet Shop as the number one girls collectable by volume with a 27.5 per cent market share. Fur Real is being driven by Fur Real Snuggimals.

FurReal is also set for an exciting autumn/winter with the introduction of the Fur Real Frenzies and GoGo My Walking Pup, our life size pup you can take for a walk.

2010 sees the return of old favourite Strawberry Shortcake, but she has been reinvented and restyled.

In addition to a free DVD of an episode from the animated series available in packs of mini dolls, girls can get involved with Strawberry Shortcake and her friends by watching a brand new animated series on Cartoonito.

The girls’ portfolio is rounded out with the evergreen My Little Pony and Baby Alive brands. Overall with all of these exciting new ranges and re-styled favourites I think the Hasbro range has something to make girls of all ages smile.

Q&A HASBRO

www.toynews-online.biz

You seem to have focused on a number of iconic brands this year, like Tonka. How has that strategy performed?

Hasbro has a fantastic stable of iconic toy and games brands that are constantly developed and reinvented in order to make them as relevant as they can be in today’s market and continue to appeal to boys and girls.

In 2008, we introduced Chuck and Pals to Tonka and this autumn we will extend the play pattern further with the introduction of Tonka Mod Garage. Our focus on supporting classic brands such as Monopoly, Transformers, Trivial Pursuit, Nerf and Play-Doh are paying dividends and our market share has grown in all of these areas. We are also seeing equal success in growing our newer brands such as Littlest Pet Shop along with the other exciting opportunities our licence partners bring.

In what way has the marketing mix changed for Hasbro? Is television still king?

Industry research show that TV remains one of the main ways of communicating with mums and kids, with approximately 95 per cent of toy industry media budgets allocated to it. However, the media landscape is changing fast and we need to keep up with our customers evolving habits and trends.

Our research suggests that 40 per cent of all households watch video

on demand, while mums are spending on average 21 hours per month online and seven per cent view the internet online – the internet is the number one source of information for many families.

Increasingly, we are looking at a more immersive brand experience which goes way beyond the 20second TV ad and really takes our brands both into the digital lives of our consumers and into retail activation programmes.

Over the past year, brands such as PlaySkool have been involved with sponsorship of Bounty, SMA & Cartoonito which has enabled us to connect with mums through print, on pack and online. Hasbro boy’s brands have successfully teamed up with Nickelodeon to deliver an on-line interactive experience. Play-Doh is set to run an online competition

What has Hasbro done to make itself more responsive to consumer demand and adapt to the changing retail landscape?

Hasbro has always sought to evolve in reaction to both changing market conditions and to meet the needs of our account base and, ultimately, our consumers.

Recently we have announced the appointment of the newly created position of national sales manager.

We recognise the significant growth opportunities in the independent sector and we are delighted to be strengthening the sales team.

We also recognise the great achievements of our orders direct team, and we will be adding extra focus to this department as we seek to roll this service out across a wider account base. In addition to the changes within our sales team, we

The first quarter of 2010 has started well. It is encouraging that there is sales growth across all price points, reflecting buoyancy across a wide range of products and categories. which will get kids making Play-Doh creations. Nerf has been involved in shopping mall tours, while our games business has sponsored Family Games nights and recently signed as a headline sponsor for National Family Week 2010 which will deliver multimedia exposure to millions of homes across the UK. How does Hasbro incorporate newer marketing techniques to target an increasingly mobile children’s audience?

Children are natural digital natives.

61 per cent own a TV in their bedroom, with PC and mobile phones having even higher penetration.

Research shows us that they consume on average nine hours of media in a seven-hour period as they multi-task across multiple media.

Our marketing and communication strategies are constantly evolving to respond to this new media landscape, such as online sponsorship with Cartoon Network and Nickelodeon or through Facebook pages for Nerf and Games.

have also made significant investment in a customer strategic marketing team which will prove invaluable as we seek to maximise retailer activation programmes and work with our accounts.

These changes will be essential in building on the growth from our extensive repertoire of brands like Transformers, Littlest Pet Shop and Nerf and will also bring an increased level of service to this very important sector of our account base.

15

We are very optimistic about the potential of our extensive portfolio of classic brands and we continue to reinvent, reignite and re-imagine these brands to constantly surprise and delight our consumers.

We have successfully developed fully immersive experiences for these brands that reflect the lifestyle of children today.

Our people are also fundamental to our success and I am very lucky to have an absolutely first class team.

At Hasbro we pride ourselves on our ability to both retain talented people and also to attract talented people to the industry and the company. We recognise the need to ensure that we nurture, support and reward that talent.

We also continue to put a huge focus on developing our partnerships.

We have strengthened the sales team and our customer service team and also invested in a customer strategic marketing department – all designed to ensure we provide first class service and strong business partnership to our customers.

Additionally, we are focusing on media, TV, licensing and other brand and business partnerships designed to grow and strengthen our brands on a European basis.

Has the change of leadership at Hasbro’s UK office brought in anything new?

So far 2010 has been very exciting for Hasbro UK. We have had some very straightforward and clear goals – to continue to invest and focus on our brands, to develop our people and strengthen and develop our key partnerships.

JUNE 2010

The UK’s only dedicated monthly licensing coverage

News • Media • Opinion

30 years of Licensing Page 23 International

Movie Mania News Pages 24-25

Pages 20-21

The biggest show in our industry returns to Las Vegas and the Mandalay Bay this month. We talk to event director Liz Crawford about what we can expect and why toy companies should go...

We take a look at how movie licensing is being successfully extended outside of the traditional cinema and DVD release windows...

Golden Bear joins Chuggington drive, BLE moves to three days, Iconix swoops for Peanuts, Martin Yaffe teams with Me to You, Protheroe promoted at CPLG…

20

LICENSINGNEWS

COMMENT A GAME OF TWO HALVES AT THE RISK of sounding like my mother, it only seems like 2010 began about ten minutes ago. It certainly doesn’t seem like six months ago. But, all of a sudden, here June is; Vegas is mere weeks away, as is the World Cup, and I even had someone asking me for deadlines on our 2011 Toy Fair issue the other day.

Some people are just too efficient.

So, 2010 has reached the half time whistle, but how is the year panning out? Well, not too badly as it turns out.

Latest figures from NPD show that toy sales were up 11 per cent in the UK for the first quarter of the year, topping £241.5 million. Top performing properties in the toy sector include Ben 10, Star Wars, Thomas & Friends and Transformers, with licensed toys representing 25 per cent of total industry sales in Q1.

It’s a solid start, and considering the malaise coming from some sectors of the industry at the end of 2009, a welcome one. Hopes are high that it is an indicator that the toy market is recovering after the recent challenging conditions. Certainly, the mood among licensees and

A number of brand owners are again hearing encouraging noises from retail toy buyers. licensors at Toy Fair was an upbeat one – something which continued through the various other shows, too – and a number of brand owners have said they are again hearing encouraging noises from retail toy buyers in terms of picking up new properties.

On top of this, the release of Toy Story 3 in July is almost sure to be a massive driver for the sector.

Away from toys, a number of other sectors have got off to a good start, as a spot survey for our sister site Licensing.biz discovered. Children’s publishing has been more than holding its own; with the World Cup and hype for London 2012, the sports sector is also experiencing positive trading; licensed food business is up; while the interactive/digital area is where everyone is looking for future growth.

Vegas will give us a much better idea of the overall global mood, before everything quietens down slightly for the summer. But while the mood in the licensing industry’s collective dressing room at half time should be upbeat, it would be a mistake to forget that it’s a game of two halves.

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

Golden Bear joins Chuggington drive Electronic learning and colouring lines based on property planned for launch in spring/summer 2011…

by Samantha Loveday LUDORUM is continuing to build up its portfolio of licensees for the Chuggington brand, appointing Golden Bear as its creative play partner.

The firm will now create electronic learning and colouring sets featuring characters from the series and encouraging pre-schoolers to develop creativity skills.

Other products in the range will include Mini Sketchers, Activity Fun Felts, a Colour-in Money Box Train and Art on the Move travel set.

The full range will be launching throughout the UK in spring/summer 2011.

“Golden Bear is one of the leading lights of the UK toy industry and we are extremely pleased to be partnering with them in developing the Chuggington creative play range,” said Julian Day, VP UK consumer products at Ludorum. “Golden Bear has built its reputation on producing well designed, quality products and we have no doubt that the new creative play range will be hugely popular with Chuggington fans.”

Christine Nicholls, marketing director at Golden Bear, added: “We are delighted to be part of Chuggington’s growing licensing programme. Chuggington has already demonstrated that it has huge appeal and it is a fantastic addition to our portfolio of leading children’s brands.

“We believe that Golden Bear’s Chuggington creative play range – including the brand new electronic learning and colouring set and Chuggington mini sketchers – will be a big hit with pre-schoolers when it launches at retail in 2011,” Nicholls continued.

Ludorum: 020 8246 4010

Iconix adds United Media properties ICONIX BRAND Group has acquired the Peanuts brand from United Features Syndicate and The E W Scripps Company.

The deal – thought to be worth in the region of $175 million – is a partnership with the Schultz family. As part of the agreement, Iconix will acquire the licensing and character representation business of United Media Licensing, which also handles brands including Dilbert and Fancy Nancy.

The Peanuts brand and other acquired assets will be purchased through a newly formed subsidiary, which will be 80 per cent owned by Iconix and 20 per cent by the Schultz family.

“The Peanuts brand is iconic, with some of the most beloved and well known characters in history,” said Neil Cole, chairman and CEO of Iconix Brand Group. “Owning the Peanuts business moves Iconix well beyond fashion into a true global brand management

entity with a wide variety of agreements that range from theme parks to media to financial institutions. It also extends our international platform with Peanuts licensed in over 40 countries and approximately two thirds of its revenue coming from outside the US.” www.iconixbrand.com

LICENSINGNEWS

www.licensing.biz

21

BLE finally makes three-day move IN BRIEF Industry pressure means Advanstar show will now run from September 28th to 30th

by Samantha Loveday IT HAS BEEN the subject of much industry debate over the past few years, but Advanstar has revealed that Brand Licensing Europe will become a three-day show from 2010.

Following unprecedented demand from the industry, the event will now run on September 28th, 29th and 30th at Olympia’s Grand Hall. The decision comes after research conducted by BLE showed that 61 per cent of exhibitors wanted a third day.

Last year’s show saw record attendance levels, which, at nearly 5,000 visitors was up 13.5 per cent on 2008. International visitor attendance was up by 33 per cent on the previous year, with 58 countries represented.

The 2010 event is already expected to be 40 per cent bigger than last year.

4Kids Entertainment has received ‘an indication of interest’ from a third party to acquire the troubled firm. The news came as the company reported a loss of $3.5 million for the first quarter ending March 31st 2010. In addition, 4Kids’ shares could be delisted at any time from the New York Stock Exchange after it slipped below the required market capitalisation of $15 million.

4Kids: 020 7297 5980

PATTNI IMAGINATIONS TIES ACTION FIGURE DEALS

“After the success of 2009’s event, the demand from exhibitors and visitors to increase the show to three days increased dramatically,” said Jessica Blue, event director.

“Exhibitors will benefit from 35 per cent more exhibit time and visitors will have more time to see everything

Yaffe adds Me to You MARTIN YAFFE has inked a deal with Carte Blanche Greetings which will see it create a bedroom and playroom solution for the Me to You brand.

A child’s bed, storage cabinet, fabric chair, desk and stool set, plus a table and chairs featuring Tatty Teddy will launch this autumn, with further products following.

Me to You is already a hit in the greetings cards, plush toys, apparel, calendar, jewellery and collectible figurines sectors.

4KIDS CONSIDERING BUYOUT OFFER

“I am thrilled to be working with Carte Blanche Greetings on this exciting new venture,” said Ronnie Yaffe, MD of Martin Yaffe. “Tatty Teddy has evolved into a lifestyle brand, so the move into children’s furniture seemed like a perfect fit.”

Jane Vaughan Smith, licensing manager at Carte Blanche, added: “Me to You is one of the fastest growing non media based character brands in the world.”

Martin Yaffe: 01706 717800

and meet everyone they want to.

We’re confident that Brand Licensing Europe is going to be even bigger and better than before and we are thrilled to extend the exhibition to a third day,” Blue continued.

Head to www.brandlicensing.eu for further details on the show.

Protheroe promoted at CPLG CPLG HAS promoted Chris Protheroe to the position of executive vice president, which will see him overseeing all operational aspects of the agency worldwide.

Protheroe was MD of the firm’s sports division, which he will continue to manage.

He joined CPLG in 1999 as head of sport Europe, working on the worldwide licensing campaign for the 2002 FIFA World Cup and Euro 2000.

“Chris has been instrumental in growing our sports division, and with his many years of licensing experience, we know that this will carry over into his new position,” said CPLG CEO, Katarina Dietrich.

CPLG: 020 8563 6400

Start up firm Pattni Imaginations has signed licensing deals with Manchester United and Liverpool FC to create lines of action figures.

Pattni Imaginations: 0116 241 8811

SMYTHS INKS DORA PROMO Toy retailer Smyths is teaming with Nickelodeon for a special Dora the Explorer promotion. Running from July 9th to August 1st, the initiative will encourage children to go on an in-store ‘Dora hunt’, while there will also be a special competition.

Nickelodeon: 020 7462 1000

TOYS BOOST WWE Q1 Toys, novelties and a strong live performance helped WWE to total revenues of $138.7 million for the quarter ending March 31st 2010.

However, licensing revenues only rose slightly - to $19.9m - with the success of the toys offset by declines in video games.

WWE: 020 8834 1016

RAINBOW SECURES EURO DEALS FOR GIRL BRANDS Rainbow SpA has been busy racking up the deals for its girls properties, PopPixie and Winx Club, across a range of European territories.

Leomil, Smoby, Giochi Preziosi, Molin, Ingo Devices, Servistorg, Ast, Peg Perego, Mirtillo, Ferrero, San Carlo, Admiranda and Pescaradolc have all come on board for various categories.

Rainbow SpA: +39 07 1750 6750

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JUNE 2010

LICENSING VEGAS 2010 PREVIEW

23

The Mandalay way After a successful debut last year, Licensing International is returning to Las Vegas and the Mandalay Bay this month. Samantha Loveday asks show director Liz Crawford what we can expect from the show’s 30th year…

WHAT A difference a year makes.

When Advanstar revealed it was moving its flagship trade show for our market – Licensing International – to Las Vegas in early 2009, it split the industry. However, it won over its critics with a successful debut at the Mandalay Bay Convention Center – overall attendance stood at 18,000 – and this year’s event is shaping up to surpass this.

At time of writing, over 340 exhibitors – more than 120 of them new to the show – had signed up. In addition, pre-registration figures are pacing close to 20 per cent ahead of last year, with a 22 per cent increase in international attendance from this number and ten per cent being brand new companies.

A number of the mid-tier firms are upping the size of their booths, while Advanstar has also seen an increase in sponsorships, as well as firms wanting banners, branding in registration areas and hotel room items among other things.

2010 marks the 30th anniversary of Licensing International and, as show director Liz Crawford explains to ToyNews, there are a number of activities planned to celebrate – even if her lips were sealed on some of them. “We are celebrating with Facebook and social media outreach where customers can post their photos and memories of the show or the industry on our pages, while there’s also an on-site ‘anniversary poster’ promotion,” she says. “If the exhibitor had an anniversary of a brand, or product, and they want to

If a toy firm has their own brands, or is responsible for licensing the brand, then everyone they need to be involved in this process is at the show. It’s the only event of its kind with 90 per cent of the major players in attendance. promote it through posters, we are pushing the distribution of these for our attendees. We are also working on producing a commemorative 30th anniversary poster of our own by a well-known artist to sell, with the

COMING SOON

proceeds going to our host charity, The Children’s Brain Tumour Foundation.”

Work has also been done to tackle some of the issues from last year voiced by visitors and exhibitors.

“We are increasing signage and will be building feature areas across the show floor,” says Crawford. “Each corner will have something noteworthy and exciting to see, along with some great new exhibitors featured in these areas.”

Other new initiatives will include a fashion avenue café, an online art gallery and fashion gallery. The conference programme is also looking very well put together, with some high profile keynote speakers, while the retail tour will also be returning.

It’s set to be a packed three days and Crawford is quick to point out that the show reaches all aspects of the licensing business: “If a toy company has their own brands, or is responsible for licensing the brand, then everyone they need to be involved in this process is at the show,” she says.

“The most important reason to make the trip is that this is the only event of its kind that has at least 90 per cent of the major players in attendance or as exhibitors.

Europeans will see everyone they need to see involved with this market. In addition, the show has seen a very, very strong influx of Latin American and Asian attendance. If you truly want to reach the global market, you need to be at both Licensing International and Brand Licensing Europe.”

Licensing International 2010 runs from June 8th to 10th at the Mandalay Bay Convention Center. Visit the website – www.licensingexpo.com – for further details.

24

LICENSING SUMMER MOVIES

Big screen bonanza It’s no longer a case of only spending Saturday Night at the Movies; many films are now being turned into successful long-term licensing programmes, led by the likes of Harry Potter, Ice Age, Shrek and Toy Story.

Samantha Loveday reports...

IT SEEMS THAT each summer brings with it a raft of blockbuster movies better than the last. Maybe it’s to help us cope that little bit better with the inadequacies of the traditional British summer.

Whatever, cinemas have certainly been enjoying a boom of late, with the likes of Avatar, Alice in Wonderland, Spider-man, Transformers, The Dark Knight, Toy Story, James Bond, Ice Age and Harry Potter to name just a few putting more bums on seats than ever before.

And, of course, the success of these films has filtered down into the licensing sector.

The ultimate aim for studios, though, is to see the initial movie turned into a franchise which can create excitement at retail beyond the theatrical and DVD release windows.

King of these is Harry Potter; the six films so far have grossed over £300 million in the UK, and with the first of the two part finale – The Deathly Hallows – due to hit in November, Warner Bros Consumer Products is working hard to extend the brand away from the big screen.

The Wizarding World of Harry Potter theme park, for example, opens this month in Orlando, while the global touring exhibition has gone down a storm in the cities already visited and a Lego Harry Potter video game based on the first four books and films is released on June 25th.

“Consumer demand will dictate that event movies will continue to inspire and be supported by licensing

Iron Man 2 is the latest instalment in Marvel’s Avengers Assemble licensing initiative

Particularly for a big franchise like Twilight, movie licensing can meet the needs and demands of a huge fanbase while they are waiting for the next theatrical release to hit the cinemas.

Ami Dieckman, E1 Entertainment programmes and long-term movie franchises will continue to evolve and carve a place for themselves,”

explains Paul Bufton, UK general manager of Warner Bros Consumer Products. “At Warner we work cross

divisionally with our colleagues in theatrical, home video and interactive to build compelling stories for our brands that engage the consumer throughout their lifecycle.

Give the consumer what they want and they’ll come back for more, extending the lifespan of the movie.”

Ami Dieckman, licensing manager for film brands at E1, agrees that the challenge is to ensure the related products are appealing and innovative enough for consumers to want to hold onto them.

“Particularly for a big franchise like Twilight, movie licensing can meet the needs and demands of a huge fanbase while they are waiting for the next theatrical release to hit the cinemas,” she comments.

The third instalment in the Twilight franchise – Eclipse – releases in July, with E1 planning a number of activities, including support from teen/tween High Street accessory specialist Claire’s. The firm also worked with the retailer for the release of New Moon, which saw Claire’s stocking the DVD alongside merchandise.

So what does a movie need for it to become a successful licensed franchise? “Every movie with licensing opportunities comes with its own set of challenges, but an ideal situation would be a film with tremendous pre-awareness, multiple characters and accessories with likeness rights if it’s a live action film, role playing themes and lots of interesting backdrops,” says Darren

LICENSING SUMMER MOVIES

25

Disney Consumer Products has said that Toy Story 3 will be the biggest licensed event of 2010

ONES TO WATCH Shrek Forever After July 2nd

Kyman, executive director of marketing and retail development at Paramount Licensing, which is currently developing licensing drives for Rango, The Adventures of Tintin: Secret of the Unicorn and Mission Impossible IV, all due in 2011.

WBCP’s Bufton adds: “A strong good versus evil battle, characters that the audience strongly identify with, plus vehicles and gadgets to inspire a toy programme would be the traditional check list, but we have to judge each movie on its own merits.

Who would have thought that

Batman would have inspired such a massively successful High Street fashion trend for men and women?”

With the release in April of Iron Man 2, Marvel has resumed its Avengers Assemble initiative, which it is looking to build on next year with the arrival of Thor and Captain America, culminating in 2012 with The Avengers film. Each movie is being marketed and licensed separately, however they will all have certain elements of connectivity to help the firm maintain interest from licensees, retailers and consumers.

“The Avengers Assemble initiative is giving us a viable long-term proposition, while allowing us to focus every year on a new character or property,” explains Sandrine de Raspide, EVP at Marvel. “The Avengers not only has an existing depth in characters rooted in rich universes and story telling, plus a never offered before platform to develop unique products, but also constant marketing, fantastic interconnectivity and a cascade of movie blockbusters.”

Moving forward, and E1’s Dieckman is confident that the movie licensing sector will become more sophisticated, moving away from the previous perceptions of short-term ‘brand slapping’. “It needs to continue to invest in imaginative product development and embrace new technology,” she says.

Bufton concurs: “The market will continue to mature and we will continue to see new technologies impact licensing, particularly 3D and augmented reality. I also think there will be a drive towards personalised products such as those offered by partners like Snapfish.”

JUST AROUND THE CORNER

The Twilight Saga: Eclipse July 9th The Karate Kid July 16th Toy Story 3 July 23rd The A-Team July 30th The Last Airbender August 13th H. Potter and the Deathly Hallows: Pt 1 November 19th Megamind December 3rd (Source: Internet Movie Database)

26

SUPPLIER FOCUS JOHN CRANE

Good wood New leadership at wooden toy specialist, John Crane, faces the challenge of growing the business while maintaining success in its core market. Ronnie Dungan spoke to MD Jonathan Thorpe about the firm’s current and future plans…

WHEN YOU occupy a niche market as well as John Crane does in the wooden toy sector, it can often be difficult to grow a business.

Under the leadership of eponymous founder, John Crane, the firm established itself as the UK’s leading wooden specialist. A change in ownership and structure now sees the firm led by MD Jonathan Thorpe with Crane in a different role.

Thorpe explains how the different management layers fit together.

“The current structure is Keith Elmer, Steve Asbey and John Crane looking after the sales side. We then have Chaweewan looking after the product development and procurement, Helen Davis looking after the marketing, PR and our website and then the head office in Eastbourne looking after accounts.

“I get the easy bit of looking after the structure, planning, direction and general running of the business.”

The changing economy has caused most firms to examine the way they sell, but Thorpe says John Crane hasn’t had to change too much.

“We have been very lucky really and the retail landscape has not hurt us as much as some products that rely more on trends, licences and big money advertising spends to pull products through at retail. Parents and grandparents rightly feel safe, and comfortable buying our product.”

Its traditionally-based toys are beloved of the independent retail sector but Thorpe says the two are not as inextricably linked as you might imagine, with a wide-ranging retail base.

We can and will grow our business. We will maintain and grow our present customer base through innovative new items and doing the basics well.

“Of course a healthy independent toy business is great, but we sell across a wide range of retailers who are in many different channels. In fact no one retailer accounts for more than five per cent of our business.”

So how does a niche company like John Crane grow without moving away from its core product?

“We can and will grow our business. We will maintain and grow our present customer base through innovative new items and doing the basics well. We will start to build more of a John Crane brand too to give a little more identity.

“We want to look at other items that complement our wood products

– ranges such as the fantastic plush range Lilliputiens.

“We will also look at having a good, better and best range, so that we can sell to different sectors of the market rather than trying to sell varying product to the same base and thus risking cannibalisation.”

Key lines this year include the Police and Fire series and existing lines such as Marlborough Houses, First Bikes, Pirate Ships and Castles.

And innovation in the wooden sector is something the firm is keen to continue investing in.

“We have our own design and development manager, who is great.

We are looking to add a design and

IT’S NEARLY HERE...

marketing graduate in the late summer too.”

The future incorporates a plan in which it will grow in other areas.

“Things don't just happen, we have to make them happen. We work on a three-year plan now, which starts at establishing and stabilising the foundations we have and then growing the business through other lines, brands and methods of selling and distribution and becoming much more efficient at what we do and how we support the retailers that support us.

“I know it's corny but we really do want to support the retailer base we have, so they support us and we grow together regardless of the size of the accounts. Partner and 'work with' are words that we use a lot but honestly do mean. Retailers are a means to reach out to our ultimate consumer, and we need to understand them and explain what we are doing and why.”

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SECTOR GUIDE FASHION DOLLS

www.toynews-online.biz

29

Dedicated followers of fashion Fashion dolls make up about a tenth of the girls’ market, with just a few suppliers dominating the sector.

ToyNews finds out what is new in the category for the style-conscious girl...

MATTEL

With 17 movies, over 75 million units sold to date and each DVD being watched an average of 12 times, Barbie is no stranger to the entertainment sector.

This autumn/winter, Barbie will star as herself in a feature-length animated fashion-themed movie set in modern day Paris. Barbie in A Fashion Fairytale will target older and younger girls and will see a cameo from Ken as Mattel gears up to celebrate the male doll’s 50th anniversary.

01628 500000

Mattel has created a toy and licensing range to support the movie including a transformation doll, which recreates the fashion show finale when Barbie’s pink gown becomes a party couture dress, complete with lights and music. The interactive Glitterizer Play-set lets girls experience the special effects of the movie’s magic wardrobe with 100 ways to add glitter to clothes and accessories.

Toy Story 3 also features Barbie and Ken and girls can recreate the moment

they meet in the film with the Barbie and Ken Toy Story Gift Set, featuring the pair in retro outfits from the movie.

Having begun with a career partnership with fashion and lifestyle magazine, Grazia, the Barbie I Can Be career segment will continue to form a pivotal part of the marketing campaign.

Barbie will identify a selection of inspiring career women and will offer consumers the chance to benefit from mentoring sessions. Girls will also be offered the chance to vote for the doll’s next career.

The Barbie I Can Be digital doll range will see new designs launched for autumn/winter 2010 and will be supported by extensive TV advertising and a direct-to-girl initiative.

Mattel will also present a range of core Barbie products including the Barbie Video Girl, which uses the latest technology to allow girls to use the doll

SPIN MASTER

as a video camera and comes complete with video edit software. The brand will also bring developments to pet and fashion lines.

The new Disney Princess collection benefits from new entertainment content in autumn/winter with the release of Tangled and the DVD release of Beauty and The Beast.

For Beauty and The Beast, the Disney Princess Magical Roses Belle doll comes with lights and sound features, as well as a rose wand that makes the roses on Belle’s dress bloom.

For Tangled comes the Disney Princess Rapunzel Hair Braider – a character doll with a tool to braid the doll’s hair.

The Disney Princess range will be supported by a marketing campaign – including three TV advertising campaigns – as well as TV sponsorship activity.

Autumn/winter will also see the launch of the new Monster High franchise, which taps into the horror phenomenon and delivers age appropriate communication suitable for teens. The property sees the offspring of the monster menaces come together under one roof, to attend high school.

Mattel will offer a range of fashion dolls and plush in support of the property.

08708 508408 There are four Liv dolls, Daniela, Sophie, Katie and Alexis. Each doll now has a puppy dog of its own – a Border Collie, a Shih Tzu, a Labrador and a Bichon Frise. The dolls are designed as teenage girls, with trend setting styles and features like easy to change wigs, 14 points of articulation and reallooking eyes. Each doll has a distinct personality with like and dislikes.

The dolls also have a new best friend, Hayden, and they like animals and often adopt strays. The Great Outdoors range, launching in autumn, has new winter fashions, a horse with articulation points and a mane for styling and a 30-piece Lodge Play-set.

There is also a range of new accessories available from summer, including colourful wigs and new fashions. Also available from August is the After School Cool range of dolls and accessories. There will also be new play-sets available for each doll including a scooter for Sophie and a drum kit for Daniela.

The range is supported by the website www.livworld.com, where girls can read or listen to secret diaries, play games, dress the characters with virtual closets, watch webisodes and more. All Liv dolls and accessories come with an access code for the site to unlock additional play features.

JUNE 2010

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SECTOR GUIDE FASHION DOLLS

FLAIR Flair’s collection of Disney Fairies fashion dolls is expanding in 2010 with new introductions to Tinker Bell’s world of fairies.

The Flower Party Fairies are 23cm dolls dressed in flower petal ball gowns. There are three fairies to choose from – Tink, Rosetta and Silvermist, each with scented hair.

The Flower Party Fairies join other dolls in the collection including the TV promoted Tinker Bell Magic Spiral Wings – a fully poseable 23cm doll with removable clothes, complete with a

020 8643 0320 glitter wand that clips to the fairy or can be used separately. The fairy’s wings also spiral around with air movement.

The Disney Fairies Floral Cone Assortment is a selection of fully poseable fashion dolls that have been refreshed for 2010 to expand the collection and in line with upcoming DVD releases. The range features six characters – Tink, Vidia, Rosetta, Iridessa, Silvermist and Fawn – each in a new summer outfit. The dolls are presented in cone packaging and displayed in a CDU.

LE TOY VAN Dress Up Wardrobe is a new addition to Le Toy Van’s doll’s house range. The wooden wardrobe painted in glossy pink comes with a fully poseable doll and a range of outfits.

The wardrobe has two hanging rails, four storage sections and comes complete with wooden clothes hangers and a Perspex slide-on cover. The wardrobe will fit into the larger Le Toy Van doll’s houses

DKL

MGA ENTERTAINMENT MGA Entertainment is adding new products to the Moxie Girlz range this autumn. Moxie Girlz Art-titude range allows girls to personalise the dolls’ outfits using coloured markers.

The More 2 Me range includes outfits and accessories that help transform the dolls’ look. Moxie Girlz Magic Hair allows girls to create a range of hairstyles with five different ways to play and includes an interchangeable style head.

Backed with TV and PR campaigns, Moxie Girlz Magic Snow is a winter themed range. The dolls wear Magic Snowtime fashions, and come with a winter bag and ski goggles.

The Magic Snow themed accessories include Moxie Girlz Magic Snow Cabin,

JUNE 2010

0844 561 1899 with a cocoa bar, lounge with glowing fireplace and a snowing chimney and the Winter R/C Vehicle with roof rack.

Moxie Girlz Stamp n Style Magic Hair, which includes a stamper tool with four designs in two hair colours to print on both the doll’s hair and the girl’s own hair, is available in July.

MGA is also launching Moxie Teenz for older girls. The dolls feature 14 articulated points, realistic eyes and fashions.

Finally, the re-launch of Bratz will be supported by a marketing campaign including TV, national promotions, social media, PR and merchandising displays. New characters will be unveiled for the tenth anniversary celebrations.

Les Cheries by Corolle are dolls dressed in the latest fashions and modern accessories. Suitable for girls aged five and over, each doll measures 33cm and comes packaged in a presentation box.

There are six dolls in the range including Camille, Camille Horse Rider, Clara, Chloe Capucine and the two Ballerina Dolls, Chloe and Camille.

Corolle has designed clothes to replicate those available in shops for young girls today, including cropped trousers, jeans, dresses, tunics and wrap tops.

Also available is a range of accessories including hats, scarves,

020 8979 2036 and with the heart motif removed, can also be used in the smaller houses.

The doll is around ten-cm tall and has long brown hair with removable purple ribbons. The outfits are all crafted from real fabric and offer a choice of combinations from skirts and shirts to jeans and coats.

The Dress Up wardrobe is suitable for children aged three and over.

01604 678780 necklaces, hair accessories and handbags.

The dolls themselves have vinyl bodies and authentic features such as moving eyes and freshly glossed lips. Each doll has a mane of shiny hair, which can be groomed and styled.

Also available are Les Dollies, suitable for three years and over and Les Beedibies from Corolle’s Trendies range.

The Dollies have long, multicoloured, stripy legs with platform shoes and dresses. To complement their attire, Dollies have iridescent hair, varying in colour, which has been styled into high bunches. New to the range for this year, is Dolly Rock n Roll and Dolly Marshmallow.

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SUPPLIER FOCUS WOW STUFF

The wonder Stuff Having established itself as a huge success in the gift market, Wow Stuff is hoping for a repeat performance in toys, with its proven mix of innovation and licensing. Ronnie Dungan spoke to MD Richard North about the company’s recipe for success…

BRANCHING OUT from the gift market, Wow Stuff has quickly and quietly become one of the toy market’s best-kept secrets.

Such has been the firm’s stealthy but nonetheless effective moves into the toy sector, that boss Richard North believes it could be worth around $250m in around three years.

Talking to ToyNews at its Wolverhampton office, he is somewhat reluctant to quote such figures given that the firm has only been in existence for four short years.

“I’m wary of sounding ridiculous,” says North. “But we have been doubling in size every year. I don’t think people realise how big we are.”

The firm’s innovation in product design and licensing has seen it establish a quirky line-up of products under the Science Museum, Natural History

NORTH: “We have been doubling in size every year”

80 per cent of everything we put out is our own ideas. About 50 per cent of that is entirely original and the rest is a new spin on existing ideas.

Museum, Wallace and Gromit, Mensa, Doctor Who and Top Gear banners. As well as its own Wow Stuff label.

It has come a long way since its first product, the arse/face towel. A towel with ‘arse’ written on one end and ‘face’ on the other. You wouldn’t want to wipe your face with the same bit you dry your arse with, now would you? Genius.

Two concepts underpin the Wow Stuff product philosophy it seems – in-store theatre and maximising instore value per square foot. This, together with the innovation of codirectors, designers and inventors, Graeme Taylor and Kenny McAndrew.

The pair’s ‘Legendary Book of Truth’ contains an assortment of ideas for gifts and novelties which could become lines. There are also five other product designers working on new ideas. Half of the range changes every year, but it has its established staples

JUNE 2010

too, like the Science Museum-branded Science Putty, still going strong after over three years.

“80 per cent of everything we put out is our own ideas. About 50 per cent of that is entirely original and the rest is a new spin on existing ideas.”

Retail relationships are key and North has worked hard to get retailers to put their faith in some of his more off-centre ideas.

“The relationship we have got with our customers is massively enjoyable and extremely fulfilling because they get a lot out of it,” he says. “We only deal with 25 retailers and we know them pretty well. Those relationships are what have enabled that growth. It’s about working with them in partnsership. People don’t want videos or demonstrators in store who can upset their staff. They sometimes don’t want to get involved in some of our mad ideas with technology.

“Now, because we’ve been able to meet some of the directors alongside the buyers we’ve got this momentum building up. So four years down the line we are really enjoying our relationships with our retailers.

“We’re doing loads of trials all the time and we’ve got some very interesting stuff going that no-one else can do right now.”

Text4Vid is one such example.

Argos has adopted the technology for its catalogue: by texting to a number next to a product on page, a customer can receive a short demonstration video direct to their mobile. Says North: “It will revolutionise how products are sold off the page and on the shelf.”

The firm also runs a demonstrator academy to train staff to bring products alive in-store.

North also has a great deal of belief in a product he expects to be a huge hit later this year – Dave the Funky Monkey. Described as an ‘interactive ventriloquist dummy for the 21st century’, North is expecting to shift huge numbers at retail – one million units in the UK alone (see story in ToyNews 105, May 2010).

“In March, when the retailers were making their selections, they put a big focus on it. The numbers at retail are huge, but now we’ve to make sure that no-one over-orders on it.”

Hitting stores in July, it will be backed by the firm’s first TV campaign of some 400 TVRs. The My Mystery UFO product, launched last Christmas, continues to sell well and the Flitter Fairies range of electronic flying fairies is forecast to shift one million units in the UK. But it’s the monkey that is causing the most excitement. Although, you get the sense that every new product is greeted with quite a significant level of exuberance. “For me and the guys here, we wouldn’t be doing it if we could only make money but not be happy with what we do at the same time,” North concludes.

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SUPPLIER FOCUS THE PUPPET CO.

37

No strings attached Hitchin-based firm The Puppet Company has carved itself a healthy niche in toy shops, gift stores and garden centres with its pick up and play range of hand and finger puppets. Ronnie Dungan spoke to MD Peter Lockey about his hands-in approach…

LIKE MANY COMPANIES in the toy market, The Puppet Co. started as very much a cottage industry fulfilling a particular personal need, rather than as a get rich quick scheme.

In this particular case MD Peter Lockey and his wife Sue set up the company in 1999 after some limited success selling home-made theatres, which they initially made for their own children, at craft fairs.

The pair quickly discovered that the real demand was not for the theatres but for the puppets that went with them. So they started attending toy fairs, with a view to sourcing products to import which were (and are) sold via its Puppets by Post website.

A... er... rollerblading accident put Peter out of action for six months, which was a setback, but the firm was also having trouble sourcing the kind of products that it wanted. So that’s when the Lockeys decided to take a huge risk and re-mortgaged their house to finance some manufacturing in the Far East.

“We took what was a massive plunge,” says Peter Lockey. “We approached several banks, who said no, so we had to re-mortgage and I went to Hong Kong to find manufacturing. We imported the first of our own products in 2004 and that same year we became the UK distributor for Living Puppets, which is a German brand.”

The range is now so extensive that it includes around 470 of the firm’s

We’ve only just started and I believe there’s huge growth to be had in the UK still in retail and education. We’re up on last year and we’re actively targeting Europe and the rest of the world. We’re always looking to grow. I don’t think you can mark time in this business.

own-brand puppets and 280 from the Living range. Its long sleeved glove puppets are its biggest sellers and its range of finger puppets is extensive to say the least. There are many animals available in puppet form, including, rather impressively, a common whelk.

Expansion into Europe followed and the firm opened up new avenues with attendance at different trade shows and advertising to different sectors.

“As our customer base developed we would expand into other areas within it. So if we wanted to sell to garden centres we would advertise in garden centre magazines.

Simple, really.”

The secret of the firm’s success seems to be its ability to sell into different retail channels from toy shops to garden centres, even National Trust properties. The product’s lack of packaging and the display options available give it an instant and accessible ‘try me’ appeal in-store.

“Rarely do people come back to us and say they can’t sell the product,” says Lockey.

The firm services around 1,600 UK retail accounts and believes it has the range and capacity to service around 2,500. The educational market too, is a huge opportunity for the firm.

“We’re very big in education and all the major educational companies stock our stuff.

“We’ve only just started and I believe there’s huge growth to be had in the UK still in retail and education. We’re up on last year and we’re actively targeting Europe and the rest of the world still.

“We’re always actively looking to grow. I don’t think you can mark time in this business,” he adds.

JUNE 2010

SECTOR GUIDE GIRLS

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39

Girls, girls, girls It seems to be the sector which the toy market most struggles to hold onto. Girls are quick to move on to the glamour and fashion worlds, but while they stay, they make up a huge chunk of the market. ToyNews takes a look at what’s coming up in the category…

TRADITIONAL TOYS purchased for girls accounted for approximately £1.1 billion in 2009 (source: NPD Consumer Panel). While the peak age group for girls toy purchasing is two to five year olds, the same as for boys, the drop off after the age of seven is much faster as not only video games but other areas such as magazines and clothes compete for girls attention – and spending on girls.

Outside of infant and pre-school, the largest supercategory for girls is dolls, accounting for £1 in every £5 spent on girls’ toys. The other top categories are art and craft and plush, which account for just over ten per cent of total spending on girls.

However, the strongest growth categories for girls in 2009 came from building sets and actions figures, although from a very low base, as girls expand their repertoire of toys. Even within dolls there has been some movement. The largest of the dolls category is fashion dolls which accounted for over £90 million in 2009, closely followed by nurturing dolls. The fastest growth though, came from play-set themed dolls in 2009 where the collectability of ranges helped drive this category to grow faster than fashion or nurturing. The top play-set themed range was

Sylvanian Families, from Flair, which has continued to grow into 2010, with sales up 44 per cent YTD March 2010 (source: NPD EPoS Service), but other play-set doll ranges are also growing

The top Doll property remains Barbie which has seen strong performance so far in 2010 with help from the new DVD – A Mermaid’s Tale. including Corinthian’s In My Pocket, with the new Ocean In My Pocket, and Littlest Pet Shop from Hasbro.

The top doll property, though, remains Barbie which has seen strong performance so far in 2010 with help from the new DVD release – A Mermaid’s Tale and associated toys, as well as the continued sales of the Barbie Pets range.

In general, the girls market is much less reliant on films and the latest TV shows to drive sales compared to the boys market. Licences account for a third of dolls sales compared to two thirds of action figure sales. However, girls licences are slowly growing with Disney Princess now top for girls, helped by the expansion of the brand across toy categories including outdoor and arts and crafts, as well as the release of The Princess and the Frog in February. In dolls a number of licences

Girls Spend – Supercategory Full Year 2009 1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

INFANT/PRE-SCHOOL TOYS DOLLS ARTS & CRAFTS PLUSH OUTDOOR & SPORTS TOYS GAMES/PUZZLES ALL OTHER TOYS YOUTH ELECTRONICS ACTION FIGURES & ACCESSORIES BUILDING SETS VEHICLES

have expanded from relatively low sales last year, including Hello Kitty, Strawberry Shortcake and Disney Fairies, which are all beginning to make their presence known. These are all fairly traditional licences and the girls market, especially, appears to be reinventing old favourites and expanding ranges to appeal to both parents and young girls. The girls market is less volatile than the boys, with properties having a longer life as girls tend to hold on to their favourite characters.

(source: NPD) 22% 20% 12% 12% 10% 7% 7% 4% 2% 2% 1%

JUNE 2010

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SECTOR GUIDE GIRLS

HASBRO

Littlest Pet Shop will run a Collect More Get More promotion from June, where kids can enter to receive an exclusive Platypus pet.

Later on in the year, the new Littlest Pet Shop Online (LPSO) plush is launched in partnership with EA Games. Each plush comes with a code to unlock the new website.

Baby Alive will introduce three new dolls for autumn/winter. Changing Time Baby eats, drinks, pees, poos and giggles. Baby All Gone’s food and juice disappear as it’s fed. The doll giggles, sighs and makes feeding noises.

SPIN MASTER 08708 508408

Spin Master is continuing its Liv range of fashion dolls. For more information, see the fashion dolls sector guide in this issue.

Also on offer are Party Animals – characters in outrageous costumes, offering opportunities for dress-up and collecting, with constantly changing themes and over 300 costume combinations. Constantly changing characters also keep the collection fresh and are ideal for clipping to bags and belts. The range is aimed at girls aged four to eight.

JUNE 2010

020 8569 1234

Bouncin’ Babbles can be activated in its cot packaging or with the touch sensor and it will bounce and giggle.

All three dolls are in try-me packaging.

Autumn will see a new addition to the FurReal Friends range with Gogo My Walkin’ Pup. The dog recognises its lead when attached to its collar and will wag its tail to be taken for a walk.

The pup can be directed as it walks along and makes 18 sounds.

There will also be a new range of bears, a penguin, more Snuggimals and a baby lion cub joining the line throughout autumn/winter.

MATTEL

For autumn/winter Polly Pocket’s look will be modernised with a new face and body sculpt and fresh packaging.

The range will introduce Pop ‘n’ Lock – an update to Quik Click technology – which allows younger girls to enjoy fashion and transformation play.

Products include the Rockin’ Tour Bus, which transforms from a music console to a backstage area with dressing room, wardrobe and parking.

Other lines include the Rollercoaster Resort, with a roller coaster and lift. A new concept will also be launched –

01628 500000

Cutants are a range of collectable pets combining household objects and foods with animals.

The new Swappin Secrets Locket from Girl Tech allows girls to record and store sounds, play games and share memories. The Girl Tech EZ Scrapbook allows girls to save memories and create a scrapbook, personalise pages and print them off.

Password Journal now features an easier reset button and improved light.

There’s a dual-tip pen for UV and normal writing and an iPod connection.

RE:CREATION 0118 973 6222

VTECH 01235 555545

JOHN ADAMS AND TOYBROKERS 01480 414361

Key pocket money licensed ranges for girls in 2010 include Littlest Pet Shop key rings, Toy Story 3, Disney Princess and Gogo’s Zeebeez and Koosh balls and key rings.

Bionic Putty can be sculpted and snapped like a solid, stretched, melted or rolled into a bouncy ball.

Stylus pens enable kids to mix and match beads to create new designs every time they write. Features licensed Lego designs and games including Boggle, Play-Doh, Trouble, Monopoly Pinball and Super Soaker.

Disney Games on the Go is a range of mini game boxes. Four Toy Story 3 games are available.

Chatman makes online chat, web surfing and gaming more creative. The character finds things on the internet, reminds of events and understands words and exhibits over 25 moods.

Razor scooters offer a range for girls, including Pink Spark Scooter, Pocket Mods and the Pink RipStik.

The new two mega-pixel Disney Princess Camera stores up to 500 photos with a digital zoom. Built-in photo editor and TV/PC connection allows photos to be personalised and viewed on a big screen.

The Disney Princess Magical Learning Laptop reinforces words, numbers, logic and memory skills through 18 activities. Featuring three modes of play and characters including Cinderella, Snow White and Aurora, the laptop also includes a heart shaped mouse and a key to open the laptop and secret drawer.

The Dora Learning Drums feature two infrared sensor air drums.

Featuring melodies and sound effects, kids can learn with memory games.

The new Secretsafe Diary is a voice activated diary aimed at age six plus.

Featuring 15 activities, the product stores diary entries, games and a virtual pet. Includes MP3 player jack.

This summer, John Adams and Toy Brokers is launching Dream Phone, a board game with electronic features.

The classic game has been re-styled and re-packaged and is due to launch in July.

The game is aimed at girls aged eight to 12 and sees up to four players receive text and calls on the mobile phone supplied, giving clues to reveal who has a crush on them.

The game creates a safe role-play environment for girls to develop social skills through play.

TV and web advertising, along with a marketing and PR campaign, will support the launch.

SECTOR GUIDE GIRLS

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VIVID IMAGINATIONS

Teeny Little Families are miniature animals that recycle unwanted rubbish.

Autumn/winter sees the introduction of the Flower Garden Café with multi level Pizza Restaurant, Soft Play Area with slide and swinging carousel and Pop Up Ice Cream Parlour. Includes exclusive Hoppit Family figures.

Autumn/winter sees the addition of Magical Midnight Star Palace to the Twilight Ponies line. Includes exclusive Snowflake Treasure Pony and Buddy.

Vivid is distributing the Playmates master toy range of iCarly. The range

01483 449944

encompasses collectable figures, playsets, electronics and role-play. Sam’s Remote features sound bites from the show or the Megabyte Mic allows kids to sing along to iCarly songs.

Animagic introduces Max and Mitzi the interactive Tender Care Twins. Mitzi barks when with Max and whimpers when apart. New arrivals to the newborn range are Lucky and Spot the puppies and Saffron the kitten.

The Dress up and Dance Strictly Come Dancing set includes DVD, dressup elements and scoring boards.

HTI

HTI’s new range of Hello Kitty role-play toys features strong design elements.

The firm also offers a wheeled range and a distribution collection including electronic diary, craft and play-sets.

The Cosy Cottage collection is aimed at ages two to four and is an introduction to role-play.

The Smart range offers role-play themes such as household items in the design style of real home appliances.

Many of HTI’s Baby Annabel and Baby Born wheeled toys feature a baby seat so girls can take a doll with them.

HTI’s range of Barbie outdoor toys and inflatables includes a Wheelbarrow Set and Tennis Trainer.

The firm also offers a range of Disney Fairies summer inflatables,

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01253 778888

outdoor and wheeled toys. A Paddle Bat and Ball Set and pearlescent Skipping Rope both feature fabric forest foliage, while the inflatable Butterfly Ride-on features a window.

For outdoor play, the Disney Fairies range features a Hide and Seek Game and a wheeled range comprising in-line skates, Micro Scooter, three-Wheel Scooter and 12” and 14” bikes.

HTI continues to offer the Silver Cross and Mamas and Papas Junior Collections, based on the models available in the full size nursery range.

Finally, HTI offers toy lines such as Dream Creations dolls and play-sets, Razzle Dazzle dress-up, cosmetics and role-play toys and My Princess Collection toys and dress-up.

FIESTA CRAFTS 020 8804 0563

INTERPLAY 01628 488944

GREEN BOARD GAMES 01494 538999

MECCANO 01844 278888

Skipping Pals is a new and unique concept combining soft toy handles with character faces, with candystriped ropes. The range has six colourful handle characters including Rabbit, Duck, Monkey, Ladybird and Fairy. The Skipping Pals are suitable for girls aged three and over.

The Fairy Height Chart is a fabric wall hanging with fairy wand height indicator, record cards for recording a child’s height at key dates and three photo holders.

Also new is a pink version of Fiesta Crafts’ best selling way to learn the words for days of the week and month, as well as the four seasons and the weather.

Children can change the pieces in the chart each day and can mark up their own weather forecast. The pieces use Velcro-style fasteners to attach to the chart.

Wild Science for Girls’ Perfect Perfume Laboratory and Luxury Soap Science performed well in 2009 and the sets have been updated this year with new lifestyle packaging and will be supported with TV campaigns.

Both kits allow girls to experiment with a variety of ingredients to create their own signature perfume and luxury soaps.

New for 2010 is the Wild Science Beauty Salon with everything needed to create bath bombs, phunny phoam, magic tricks and more.

Wild Science Beauty Salon supports National Curriculum Science KS2 and contains enough material for experiments to be repeated several times, along with accessories such as safety goggles and gloves, mixing jars and scoops.

The new Squiggle Style game is for budding fashion designers. Spin spinners and arrows to begin the collection. Girls can hone drawing skills and concoct outfits on a dry wipe board. The game is compact, making it ideal for travel and costs around £12.

Green Board Games also has a growing range of colouring books, including Prism Design or experience a traditional art, unchanged through generations with the Threads range of quilt pattern books. With over 40 titles to choose from, there is something for all tastes.

Meccano’s new Girls Tool Box joins the Construction range this month.

The box comes packed with over 60 pieces in pastel shades to create ten vehicle variations including a bug car, scooter, plane and a flower.

The sparkly pink box is not only a storage solution but also contains a selection of stickers so girls can personalise each creation. The Toolbox is suitable for children aged five and over.

JUNE 2010

18 months +

Tel: 020 8804 0563 sales@fiestacrafts.co.uk

Order Now! Free Display Available

Fiesta Crafts Ltd 3 Centenary Road, Enfield.

EN3 7UD www.fiestacrafts.co.uk

SECTOR GUIDE GIRLS

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WORLDS APART 0800 389 8591

Worlds Apart has combined role-play and plush to take its Dream Town range in a new direction for 2010. The new Puppy Lane Cottage and Strawberry Stable Dream Town sets share a pet theme.

Puppy Lane Cottage comes with Candyfloss, a plush puppy and a kennel, collar, tag, lead, brush, bowl and bone. Further sets include more plush pets and items for the cottage – a kitchen set with Pip the Mouse, a sofa with Coco the Kitten and accessories, plus a Fabric Garden with Nutmeg the Bunny and gardening accessories. There is also a Postal Set and a Rose Racer Car. The Strawberry Stables and plush pony set includes the stables, Fudge the Pony, accessories and eight-piece Hair Play Set. Separate accessories include the Stable Care Set, which comes with a range of extras. There’s also Gymkhana Dress-up Set. Both new Dream Town sets will benefit from PR and marketing.

TOMY 020 8722 7300

Tomy’s girls range is focused on Micro Pets-i, the interactive pets. This year, Tomy has re-launched the range, with nine pets to collect and more artificial intelligence sensors, meaning they can react to the tap of a finger.

Characters include Milk, Mocha and Sesame the cats, Chocolate, Custard and Whip the dogs, along with the bear pack, Pudding, Rosehip and Oleo. Each pet has three modes, so it can follow its ball, avoid obstacles or perform its song.

Micro Pets can also be paired up, by placing them face-to-face to make them sing a song. After five meetings, the pets will go into fortune telling mode, and if they get along, will sing the Wedding March.

Tomy is supporting the re-launch with PR and a TV advertising campaign, with over 1,700 TVRs planned throughout the year.

FLAIR

The Regency Hotel is new to the Sylvanian Families range and features red brickwork, grey slate roof and a green front door. The hotel has three floors with nine rooms including an open balcony and a roof top terrace.

The staff include Basil the Chef and Suzette the waitress, which come with accessories such as a reception desk and luggage trolley.

Also new is the Sylvanian Windmill – Field View Mill – with cream sides, wooden coloured sails and a faded blue roof, window frames and door. The windmill has accommodation on three storeys, two balconies and an extending porch swing. The sails can be turned and there is a winch and bucket at the back, which goes to the top balcony and an observatory under the roof.

The Windmill and Regency hotel will be TV advertised from autumn along with Beechwood Hall, the Motorcycle

BRAINSTORM

There are new additions to The Original Glowstars Company brand including pink Glitter Stars, an accessory for girls’ bedrooms. The easy-to-assemble Glow Creations Draw and Glow Projector has 12 picture caps, each with a drawing to copy. Project the drawing, trace and colour, then add glow in the dark highlights to your pictures or stickers.

Includes bonus projector torch to give the glow stickers an extra boost.

Hannah Montana is a new addition to Brainstorm’s Glow 3D range. The range of licensed products includes Disney Winnie the Pooh, Fairies and Princesses, plus Barbie and Hello Kitty. By daylight the decorations are colourful and bright, but when viewed in the dark, they produce a glowing display.

Brainstorm is adding licensed metallic stickers and foam room decorations to complement its existing range of room

0208 643 0320

and Sidecar and the new Meerkat and Elephant families.

The world of Disney Fairies includes the latest Micro 6cm Fairy Dolls. Each fairy character comes with a detachable base and a puzzle card to create a fairy scene. There are 12 dolls to collect and also various play-sets including Tink’s Secret Cottage.

Joining the micro range is the collection of Mini Disney Fairy dolls with five characters to choose from. There are many other mini dolls in the range, each with its own unique features, including the TV-advertised Magic Glow Fairies Assortment. Each 11cm doll has wings that light up in three different ways.

There are also play-sets to accompany the Micro and Mini collections. For Micro Fairies, the Fairy House Play-set sees Tink flying, while the Magical Fairy Talents Play-set for the Mini Fairies has lights, sounds and actions.

01200 445113

accessories. Stickers feature Hello Kitty, Hannah Montana and Jonas Brothers.

Mostaix is a range of art and craft products where children make mosaicstyle pictures. Using small plastic tiles, kids can build up pictures without the use of glue or ironing.

Mostaix will be available in three sizes; the 264-piece pocket money set will be suitable for beginners and younger children. The mid-price set will contain 1,332 pieces for older kids and the 4,440-piece set will appeal to craft enthusiasts. There will be 18 different pictures to choose from including a horse, kitten, dolphin and collie.

The Zipbin is also still available and is a mat that zips back up into a storage box. Available in three sizes – mini, small and medium – and in a variety of themes aimed at girls, including Fairy Castle, Unicorn and Country Stable.

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JUMBO 01707 289289

Jumbo’s latest licences include new series Ben and Holly’s Little Kingdom.

The puzzles and games will launch instore from July 2010 and will feature imagery and characters from the show. The puzzle range will include Activity Floor Puzzles, 35-piece puzzle assortments and a two-in-a-box format. The Ben and Holly’s Little Kingdom Lotto Game asks players to collect six items from different places in the Little Kingdom.

New for the Peppa Pig range is the Peppa Pig Muddy Puddles game. The range of Peppa Pig puzzles and games also include giant floor puzzles, six puzzles in one, dominoes and giant snakes and ladders.

Jumbo offers a range of Disney puzzles including the Disney Princess enchanted gold foil collection. The firm will also launch the Disney Princess Dress-up Game in autumn/winter 2010.

TREASURE TROVE 01285 762039

Treasure Trove recently launched Breyer sets based on the TV series, Saddle Club. Such was the demand, the product sold out in a month. New supplies arrived in April, but the firm anticipates maintaining supply will be one of its biggest challenges in 2010.

The range features eight different sets of ponies and riders, compatible with the Breyer Classic 1:12 scale and the Stablemates 1:32 scale.

Treasure Trove is focusing its marketing support behind the compatibility element of the brand.

The support includes a TV campaign, PR activity and display material.

The Classic Horse Cruiser launched into limited distribution at the end of 2009 and experienced strong sales.

Treasure Trove has geared up to maximise sales in 2010 with a new 60second website demo, communicating the many features. Also new for the second half is the Deluxe Animal Hospital in the Stablemates range.

JUNE 2010

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LEARNING CURVE 01271 336155

The Caring Corners range is expanding with an outdoor theme.

Daisy Greenway’s Camper Van features over 100 activities, sounds, words and songs. The van has moving eyes, light-up headlights and mouth, a bedroom, cab sleeper, bathroom and equipped kitchenette. There are also hidden surprises such as the dog bed, slide, removable chairs, fold-down TV and a grill that turn into a BBQ. The Caring Corners Outdoor Adventures doll packs include Caring For Wildlife and Backroads Biking. The sets get kids connecting with nature and learning to care for the natural world around them.

Other sets include Picnic in Paradise, Sweet Tree Swing, Floating with Froggies, a Nature Walk and Keep Nature Green.

The new collection is suitable for children aged three and over.

MARTIN YAFFE

The Waybuloo range includes soft and rubber play balls, trike, My First Bike and new entry level My First Scooter and incorporate a range of accessories.

CBeebies’ Zigby has also been bought to life with plush lines and a number of play-sets.

Pink variants of the new Fisher-Price Grow With Me Trike and My First Bike join the outdoor play collection.

The Dora the Explorer wheeled and furniture ranges have been given the ‘Explorers Wanted’ treatment. Colours

THE PUPPET COMPANY 01462 446040

BANDAI

The Puppet Company’s toys are designed in the UK by the firm’s own team of designers and sold in garden centres, toy shops, gift shops and zoos around the world.

The Traditional Story Sets are ideal for girls and feature ten designs from Little Red Riding Hood to Cinderella.

Each set includes four, five or six finger puppets and a story card, all in a transparent, re-usable bag.

As well as puppets, the firm is expanding its Wilberry range, which consists of dolls and plush toys. One new range is the Wilberry Fun dolls. A range of rag dolls, which look like younger brothers and sisters of the Wilberry Doll Collection.

The Wilberry Fun range consists of five girls and two boys, with a range of skin and hair tones to choose from.

Harumika is a DIY dress-up kit for girls aged six plus, which allows them to create a line of couture designs without the need for needle, thread, glue or scissors, just fabric and imagination. New sets available now.

KeyTweens, the pop-open play-sets, feature a variety of magical worlds opened using a series of collectable keys. Girls aged four and over can escape to Princess World or travel to Africa, China, India and the Arctic with the Adventure World Play-sets. The mini dolls come with their own pet as well as mix n match bodies and outfits, which can be used with all sets.

Launched last summer, Star Friends, aimed at pre-schoolers, are 36cm interactive dolls complete with outfit, star-shaped bottle and a unique star device. There is a full line-up of themed

JUNE 2010

01706 717800

and designs from the 2010 style guide have been incorporated into the range.

The Me to You furniture range features bedroom sets, storage solutions and an inflatable chair.

The Stephanie pink skateboard, skates, bike and trike are new in the LazyTown line-up. The wheeled toys are joined by racquet and ball-based outdoor sports ranges.

The iCarly inline scooter, inline skates and furniture range features Carly, Sam and bright imagery.

08456 028782

accessories and a new range of 12cm Plush Animals.

Inspired by traditional African folktales, Tinga Tinga Tales made its Cbeebies debut in February and has enjoyed strong scheduling and ratings since then. September will see Bandai launch its master toy licensee range, which brings to life the characters of the show.

Aimed at three to six-year-olds, the new range will include Colour Transformation Bath Squirties, 15cm Beanies, a 4-in-1 Collectable Figure Set and a 30cm Musical Plush, a Monkey Feature Plush and a Watering Hole Play-set.

All brands are supported by a marketing campaign including TV advertising, consumer print advertising, PR and online activity.

LEAPFROG 01702 200244

My Pal Violet is one of four learning toys from Leapfrog’s progressive line of products offering children from six months to three years personalised play and on-the-go learning. The new Violet-themed toys are all on the Learning Path, an online resource that gives parents insights into the skills their child explores during play.

The plush puppy friends call each child by name and remember their favourite things. The toy is suitable for children aged six months and over and can be personalised by parents via a USB connection.

Parents can also create a tailored play list from an online database of songs and lullabies to suit the child’s preference. Each puppy has five songs pre-loaded and 30 further tunes are available.

JOHN CRANE 01604 774949

High Tea Shape Matching is from Branching Out by John Crane. The cake stand helps with early counting and shape matching skills as young cooks sort and match the right cake into the right space.

The pink cake stand, which sports its own white doilies, is made from wood, as are the cupcakes. Each cake is numbered one to 15 to aid with matching them to the correct size and shape holes in the stand.

Š 2010 Hasbro.

All Rights Reserved.

Š 2010 Hasbro. All Rights Reserved.

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SECTOR GUIDE GIRLS

MANHATTAN TOY

This year sees Manhattan Toy launch two new doll brands, Cutie Cakes and Beneath the Leaf, and re-launch the classic Lilydoll collection.

The Lilydoll dolls come in three characters with embroidered facial detailing, soft fabric hair and removable outfits with a choice of three additional outfits to encourage classic fashion doll play.

The dolls have realistic body shapes and help promote a positive self image in young girls and encourage creative and nurturing play. Each doll comes packaged in an open face gift box that

IMC TOYS 01904 720908

0208 944 3160

includes the story of Lilydoll as well as an story for the individual doll, attached to its wrist.

Cutie Cakes are cupcakes that convert into dolls. There are five different dolls in the range, each with a sweet theme. Manhattan is also launching five pets that live inside their own bite-sized cupcakes.

Beneath the Leaf features three fairies, which are ready for mischief and another three who are sweet. Each fairy is suitable as an adornment for any wrapped gift, bag or basket or a gift in itself.

REVELL 01442 890285

CORINTHIAN 01494 462640

Baby In My Pocket is the next figure collection for In My Pocket. Miniature babies launch in August and will be available in single figure Newborns blister packs with a basket and feeding bottle and Newborn Twins packs with two babies and car.

New play-sets include a Nappy Changing Bag, a Baby Nursery and a large Baby Mansion with exclusive triplet characters.

Ocean In My Pocket launched in January and there is a new Ocean Coral Reef adventure park. The playset comes with exclusive whale family.

Also new for the second half is the Surf Shack play-set, which comes with an exclusive Octopus family.

The third series of Jungle in My Pocket has recently launched and for the autumn season a new Jungle Winter Mountain Lodge is being introduced, with ski slope and lift.

MAPS TOYS 01483 776006

RAVENSBURGER 01869 363800

Hello Kitty is an established brand and among its best sellers in the Ravensburger range is the Mandala Designer drawing kit. The set comprises stencil wheel and base, paper, pens and pencils. Also in the Hello Kitty range is a set of three 49piece puzzles, a 100 and 125-piece puzzle and a 300-piece puzzle in a handbag-shaped novelty tin.

Ravensburger is offering a range of puzzles based on Disney’s DVD, The Princess and the Frog. Among the products is a 60-piece giant floor puzzle and a 100-piece puzzle. The Disney Princess range includes a collection of puzzle designs including four-shaped puzzles in a box, glitter puzzles and a 35-piece puzzle packed in a jewellery box novelty tin.

New to Ravensburger is the Me to You brand. Launched last year, the firm is adding a 240-piece Puzzleball for June and a 200-piece puzzle.

Ravensburger also offers generic 2D and 3D puzzles including Fairytale Castle and Perfect Ponies puzzles from its Discover and Develop range.

Animal Babies Puzzleballs are ideal as collectable or pocket money toys.

LITTLE TIKES 01908 268480

Within IMC’s Disney Princess range is the Secret Diary with electronic key that allows only the owner access.

Disney Princess intercom phones and Walkie Talkies are also available.

The Disney Princess electronic keyboard has sound effects and melodies with six different instrument settings. It also includes a record and playback feature. IMC also has a selection of Princess Finger Puppets and Musical Key Rings.

The Barbie range has a musical theme with an electronic keyboard, microphone, electronic violin and a rock guitar. There is also a secret diary, musical skipping rope and a selection of compact mirrors.

IMC is also launching Solar Friends – pocket-sized, solar-powered Disney characters. Just pop them on the solar charger for 20 seconds and let them go. Each one has a unique movement.

JUNE 2010

Revell is extending its GeeGee Friend horse range and launching the new MyStyle craft jewellery collection.

The MyStyle range comprises of beads, pendant collections, jewellery stands and a Pink Ballerina Secret Sofa for storage. The range comes in two colour variations, with a mix and match functionality across the collection. Prices range from £4.99 for the Pocket Style sets to £29.99 for the Pink Ballerina Secret Sofa.

GeeGee Friends continues to offer a range of horse breeds, together with a variety of accessories and play-sets.

Notable additions to the range for 2010 include the Horse Grooming Station play-set.

My Little Sandbox play-sets let kids play with sand when they aren’t at the beach. Both the Mermaid and Beach Party play-sets come with a real wood sand box and a bucket and spade plus a variety of accessories, play mat and ultra fine sand. The boxes retail at £24.99 and are suitable for ages three and over.

The Bloco Horses and Unicorns set is a new construction set for girls. The 418-piece toy allows kids to build, decorate and play with six separate models of horses, ponies and unicorns. The set retails at £24.99 and is suitable for ages six and over.

The set is part of a whole range of high-density foam construction toys from Bloco, imported exclusively into the UK by Maps.

Little Tikes has a range of outdoor products in pink, including ride-on toys, playhouses, slides and rocking horses.

The Princess Garden Playhouse provides a role-play area for girls and features large interior spaces, which can be made larger by adding an easyfit extension.

Other details include pink window shutters, a roll-up door and striped sun canopy. Alternatively, there is a pink Country Cottage with classic country styling and detailed interior features.

With a 30th anniversary updated look, the Princess Cozy Coupe is a girls’ version of the classic kids car. It features opening driver’s door, a working horn and now has a removable floor and handle for parental control.

The pink Rocking Horse is suitable for girls aged 12 months and over. The Rocking Horse has easy-grip handles and a low seat for safety. The pink Junior Slide is stable and safe with wide steps and rounded corners and folds for storage.

Indoor items are also available in pink and include the Cozy Cottage Ben and the Handle Haulers Musical Cozy Coupe.

SECTOR GUIDE GIRLS

www.toynews-online.biz

SCHLEICH 01279 870000

Schleich’s new ethos is ‘anywhere’s a playground’ and Bayala is the latest example of how it offers a world of play through its figures and play-sets.

Bayala is a good transition for girls who have previously collected Schleich’s animals and other collections by combining horses with mythical creatures.

Three new figures, Marween, Lindariel and Florindel have joined the collection. Each has a domestic animal as a companion. For example, Marween is holding a raccoon on her white horse and wears a pixie-like outfit with red and white tights and a green skirt.

Feya has always been one of the most popular Bayala characters and 2010 sees the figure in a standing pose, which will enhance the story.

She has pink flowered wings and a floaty dress, with body art painted onto her leg.

Finally, the new Tinuveel elf riding set combines aspects from both collections. The set includes an elf, saddle, horse gear and reins for the unicorn, but also fits all mid-sized horses too, integrating the world of fantasy and farm.

RAINBOW DESIGNS 08707 587700

LE TOY VAN

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020 8979 2036

The Miffy Classic Dick Bruna Signature collection from Rainbow Designs is stylish and collectable. The line includes products from plush to PVC, magnets to mugs and features distinctive artwork and classic primary colours with a fresh twist.

Products in the range include the 30cm standing Plush Miffy, a 15cm Miffy in Gift Bag and the 9cm plush Miffy Key Ring, all available in one of three unique Bruna colours.

New for 2010 is the Miffy HeadShaped Cushion. Retailers can complete displays of toy gifts for girls with an array of add-on products including PVC and plush key rings, A5 notebooks, PVC magnets, phone charms, pens and pencils.

Twinkle Tower is a new addition to the Budkins range. The painted wooden tower is decorated inside and out in a powder pink style with floral motifs.

It comes complete with the Princess Amelia character and is fully furnished with wooden furniture including a purple throne, a kitchen set including crockery and utensils and a bed with mattress, pillow and blanket.

Perfectly scaled from the characters, Twinkle Tower features an opening front door with smaller opening door

WOWWEE 01295 711588

GREAT GIZMOS 01293 543221

ORCHARD TOYS 01953 423422

Wowwee is introducing the new Alive Perfect Puppy into the Wowwee Alive range this year. The Puppy features the latest in animatronics technology, combined with soft fur.

The puppy can tell the difference between a tickle, pat, stroke or hug and will respond differently to loud and soft voice commands. The head, ears, eyes, mouth and tail are all independently animated and the puppies make 18 sounds. The Wowwee Alive Perfect Puppy has posable legs and comes with a collar and brush. Available in two life-size models, Bella and Buddy.

Available from summer, the Alive Perfect Puppy is the latest addition to the Alive range and joins the Alive Cubs, available in four varieties and featuring touch-triggered facial and vocal expressions, adoption papers and family portraits. The Alive Minis react when fed with the accompanying feeding bottle.

My Very Own Fairy Magic kit includes everything to make a fortune telling game, a magic hovering photo frame or to perform fairy magic tricks.

My Very Own Fairy Secret kit contains the tools to unlock fairy secret messages, which girls can share with their friends and then hide in the lockable diary included.

Alternatively, two kits that bring fairies, craft and home décor together are My Very Own Fairy Memo Board and My Very Own Fairy Light.

The first fantasy themed kit encourages girls to create a fairy memo board with ribbon and flowers.

It comes with memo cards.

My Very Own Fair Light kit includes everything to create a fairy light for hanging on the wall, which can be turned into a wand or rose ring.

Great Gizmos stocks a range of craft and science kits and more to encourage girls’ creative talents.

Fairy Cottage is a bright, wavy edged 15-piece floor puzzle for ages two to five. The jigsaw illustrates fairies, pixies and elves. Fairy Tales will appeal to children of 18 months and over and has large, easy-to-grip pieces for little hands. It comprises six two and three-piece jigsaws.

Once Upon a Time Dominoes, a first dominoes game for three to six yearsold, also has a theme of fairies, pixies and pink ponies. Enchanted Forest, launched at this year’s Toy Fair, has a fairies and wizard fantasy theme, but this time for older children between four and eight. The jigsaw includes a magic viewer, which will reveal hidden secrets within the picture.

The new additions join Party Party Party, aimed at five to nine year-old girls. All products are designed and manufactured in the UK from 100 per cent recycled board.

and removable roof pieces to allow easy access. It has a top floor balcony and windows and is presented on a sturdy baseboard decorated in a garden motif with garden path.

The tower is sold fully assembled and measures around 22cm wide and 46cm high.

Other new sets include Chloe’s Coupe, a pink painted wooden convertible sports car that comes complete with the limited edition and exclusive Budkin Chloe.

BEST YEARS 01327 262189

Best Years is launching a soft toy range perfect for imaginative play, which is widely accepted to develop social and language skills. The new toys make up the components of a tea party and include tea sets, cupcakes, donuts and vegetables. All of the pieces are hand made by a workers’ co-operative. Prices start from £2.10.

JUNE 2010

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SECTOR GUIDE GIRLS

HABA

Haba’s large dolls feature a range of characters and styles to suit most age groups. Florentine is a tomboy, dressed in dungarees and coordinating bag, shoes and cap, while Charlotte wears a matching dress, tunic and knitted hat.

The range consists of 12 characters, including boy dolls, Phil and Yannik, there is also a range of clothing accessory sets, plus a Portable Doll’s Home, Doll’s Carry Cot and several Doll’s Prams.

Haba also has a range of arts and crafts products ideal for girls.

Arranging Game Florina is a beech wood set containing a board and 32 colourful tiles. These can be arranged

MARBEL

All products in the Dollie range are constructed from sustainable rubberwood finished in a sugar pink with plum purple detail.

The Dollie Bunk Bed is a two-tier bed, which can be split into two separate beds or be played with as a bunk bed. The Dollie Cradle can be transformed into a hammock, rocking bed or rocking cradle. The cradle comes with a mattress and drape.

The latest additions to the Plan Toys Dollhouse include the Green Dollhouse – a completely eco-efficient home. It features alternative fuel sources and

JUNE 2010

0161 304 9555

into a variety of patterns to create a kaleidoscope effect of flowers and leaves or can be arranged off the board to make bespoke compositions.

Indian Summer Magnetic Games comes complete with a large wooden frame and each tile has a magnet attached so that girls can create many different designs. The frame can then be hung on the wall.

Finally, the Geo Shape Tak Zap Springtime Butterflies features colourful insects. There are two sets to choose from, one with 27 wooden tiles and a larger set with 77 tiles and both come with a cork board, tacks and a wooden hammer.

01208 273123

environmental controls used in today’s modern eco homes. Children learn as they play that by using energy, water and other resources efficiently, we can protect our environment. Marbel also stocks various dolls to finish off the house. There are also accessory sets, from household appliances to nursery room furniture.

DressYourDoll allows kids to make dolls’ clothes themselves. The product stimulates fine motor skills, encourages creativity and the resulting product is a doll’s wardrobe the child has made themselves.

GROSSMAN 0141 613 2525

Grossman is introducing the Hello Kitty range of products using its expertise in outdoor toys to add a new element to the evergreen property. The range includes balls, yo yos, skipping ropes, flying discs and water wrigglers. Hero items in the portfolio are the Hello Kitty Seat, the Hello Kitty Sleeping Bag and the Hello Kitty Domed Tent.

The Hello Kitty Seat is a folding chair perfect for use indoors or out.

The chair then folds away for storage purposes. The dome shaped tent features Hello Kitty characters to add play value to camping.

ZAPF CREATION 01908 268480 Zapf Creation is offering two new products in its Baby Born doll range – the Magic Feeding Dolls and Mummy, Pick-Me-Up doll.

The Magic Feeding girl and boy dolls have a magical colour-change feature. If you feed the doll with the ice cream cone, it gets a messy face.

The waterproof dolls also have drink and wet functions and magic eyes that cry. The dolls are aimed at girls aged three and over.

The Mummy, Pick-Me-Up doll is a toddler version of Baby Born with blonde hair, which giggles and gives kisses via sensors in the cheeks and lips. The doll says Mama, lifts up both arms and makes happy sounds. The doll is suitable for girls aged three and over.

Also for the same age group, are Jolina doll and new for the autumn, Chou Chou Mummy Make-Me-Better and Annabell Tween dolls. My little Baby Born Splashing Baby will also come with new packaging later in the year. All of Zapf’s key girls ranges are fully TV supported.

KRIYA 01702 449635

The Mighty World Town Life range presents a way to recreate familiar themes such as a summer BBQ, a visit to the Town Flower Shop, or an Equestrian Weekend.

Girls can create the action of the Mighty Farmer’s Market with locally grown fruits and veggies delivered straight from the fields. The set comprises over 110 pieces featuring all that is needed to set up the market including a stall and 22 varieties of fruit and vegetables.

There are many other sets to choose from including a 30-piece Hiking and Camping set with Timmy and Sandra, complete with tent, sleeping bags and a camp fire; plus the 110-piece Out On The Town set, with its town café, four-seater convertible, scooter and five figures.

Mighty World is offering retailer support for the summer including PR, the creation of a new collectors’ club and in-store competitions. The Mighty World website also features a range of further activities.

HIPPYCHICK 01278 434 440 Wheelybugs are built from a strong wooden frame and a padded layer of sponge covered with tough polyurethane. This means the bugs can withstand robust play. The ride-on toys come in a range of animal designs and have multi directional castors offering improved manoeuvrability. Available in two sizes in Ladybird, Bee, Mouse, Cow and Tiger.

The toy range from Moover features a retro Doll’s Pram with cool contemporary lines combined with a traditional quality.

The ingenious range of Kiditec construction systems are brightly coloured, fun and a unique addition to any playroom, unlike other building sets Kiditec offers eight-point slots.

The range is Swiss made and comprises a multicar set that allows a child to build their own ride-ons.

Available in three colours, including a pink version.

PLAYMOBIL

01268 548111

The large school contains a range of lessons and teacher with everything from music to art, science and English. The school gym is also available, along with accessories for the school band, woodwork classes and more.

FRIDAY JULY 9 TOYNEWS FIVES RAISING MONEY FOR THE TOY TRUST

HEIR FAMILIES T D N A N E R D IL H C DISADVANTAGED G IN T R O P P U S T TO THE TOY TRUS S E O G Y R T N E Y R £100 FROM EVE

2009’s all-conquering Turner team with ToyNews Fives Cup

Grant & Bowman took the Plate home in 2009

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“Toy specialists, whilst up 6% year on year, appeared to be split. The chains, such as Toys ‘R’ Us, The Entertainer, Toymaster and the like, grew sales as a group year on year, whilst the smaller independents had a tougher year.”

Source: NPD, February 2010

If you think you need a brand, contact...

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Retail Only News • Data • Opinion

New look for Disney stores Overhaul for stores in US and international territories plus three new UK outlets THE DISNEY STORE will unveil a new store design across the US and Europe this summer.

The new look will be unveiled for the first time in June at Montebello just outside of Los Angeles, followed by the European premiere in early July in Madrid, Spain.

Over 20 new and redesigned stores are set to open this year throughout the US and Europe. Confirmed locations include New York, Santa Monica, San Fransisco, Spain, Portugal, Italy and the UK. UK locations for the new stores include Centre MK in Milton Keynes, Bon Accord Centre in Aberdeen and Donegal Place in Belfast.

Jim Fielding, president of Disney Stores Worldwide said: “We have infused Disney magic into all elements

Argos profits dip DEMAND FOR TOYS remains high, but overall profits for the retailer fell by 12 per cent in its latest set of financials.

Parent company the Home Retail Group’s pre-tax profit for the fiscal year ended February 27th, fell 11 per cent to £292.9 million, from £327.7 million a year earlier, even though total sales rose two per cent to £6.02 billion from £5.90 billion.

The group posted a net profit of £209.8 million compared with a loss of £413.1 million last year.

Operating profit at Argos fell 12 per cent as same-store sales fell 2.1 per cent. Argos' sales rose 1.5 per cent to £4.35 billion from £4.28 billion.

Argos saw particularly strong demand for consumer electronics products and toys. The Chad Valley label acquired from Woolworths last year, has already become the firm's leading toy brand.

Argos: 0845 120 4365

of this one-of-a-kind retail experience, and selected prime retail centres to launch the Disney Store of the future.

“We have infused Disney magic into all elements of this one-of-a-kind retail experience, and have selected prime retail centres to launch the Disney Store of the future.

“Special features like the iconic Disney Princess castle with magic mirror and the Disney Store Theatre are just two of the amazing elements in the new store that will enrich every child and family’s experience at the Disney Store.”

With every new store opening this year, Disney Store will designate a day where ten per cent of all sales will be donated to the Make-A-Wish Foundation in the US, Spain, Italy and Portugal and to the Great Ormond Street Hospital Children’s Charity in the UK. Disney Store: 0845 688 5113

Hero Product Page 57 Mattel’s new Barbie. With a camera.

Charts Page 55 This month’s retail charts feature: Play.com. NPD, Amazon, WH Smith, The Entertainer and Mail Order Express.

Toy Fair expands upstairs NEXT YEAR'S Toy Fair will expand to the Gallery level at Olympia, as it continues its expansion.

More than 100 companies have already signed up for the event, which runs from January 25th-27th, ahead of last year's number of bookings at the same stage.

Playmobil is the first company to take a position on the upper level.

Exhibitors reserving a stand in the Gallery will also be eligible for an 18 per cent discount.

Names already booked in include Bandai, Character Options, Golden Bear, Grossman, Hasbro, HTI, John Crane, Leapfrog, Lego, Meccano, Ravensburger, Re:creation, Spin Master, Tomy, Vivid and Worlds Apart, as well as the likes of Marbel and Martin Yaffe who are returning after a break in exhibiting at the fair.

“We have been really pleased with the support for Toy Fair 2011 and the

New products Page 56 On their way this month are offerings from Corgi, Imagination Games, Hasbro and Lego...

Events Page 64 enthusiasm shown by new and staple exhibitors to be at the show next year,” said Simon Pilling, BTHA fairs and events manager.

BTHA: 0207 701 7271

Toy Talk features Agent of the Month and the usual industry gossip…

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RETAIL ONLY

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

AT THE beginning of the year, there was a lot of optimism about. We had come through a tough year, after financial meltdown, but suppliers and retailers seemed okay with the previous 12 months. Let’s not forget, however, there was a lot of slack after some retailers disappeared.

In the past two months someone has flicked the switch.

Consumers are scared for their jobs, they all know that they will have less money in their pocket and they are no longer having money chucked at them left, right and centre. You only have to look at the big increase in spending on debit cards against credit cards in the past 12 months to see they will only spend what they have, and certainly the kids are having to save up with no advances on

next week’s pocket money. “I promise I’ll be good, mum,” is something I’ve heard so many times this year.

We now know the result of the election, and maybe it isn’t what everyone wanted, but the job in hand for the new Government is going to hit hard.

They have a hell of a mess to clear up and a few painful years are to come.

Hopefully, the new Government will get real and stop asking the banks to lend money while at the same time restricting them with regulation.

You don’t ask a goalkeeper to go on a football pitch and tie one hand behind his back (although I can think of a few who look like they have).

I did have a little chuckle when I heard that Vince Cable is the minister responsible for the banks; there would have been a few heads in hands that day in the board rooms.

So anything positive? Well

Customers are looking for something they know will last and will encourage some imagination. there are a few ranges doing well, but those ranges are suffering from stock shortages, with manufacturers looking to keep stock tight.

However, I’ve always said a hard to get toy is not a bad thing. Frustrating, but not bad.

But one positive thing is the shift back to quality, there does seem to be more and more

customers prepared to spend 10-20 per cent more on a toy to get something that will last and give good play value.

Customers all complain about how little Lego you get in a box but they do appreciate the play value it offers. They all complain that wooden toys are a little more expensive, but they appreciate it will last

longer both in construction and play value.

Customers are always looking for something that they know will last, encourage some imagination and be played with over a longer period of time.

While in the shop the other day I had a small boy telling me, with great excitement, all about how he had put out a fire in a Playmobil Pyramid with his Playmobil Fire Boat which was cruising down the Nile and had been set on fire by his brother’s Megatron Transformer (see last movie). He could have gone on for hours telling me how his imagination ran riot, had he not needed to go to the toilet through the excitement.

I’ve said before, and I will always say, for those buyers who are able to get on the shop floor and be with customers and see the excitement it brings to children, it really does make all the other crap worthwhile.

PRICE CHECK: JUNE 2010

JUNE 2010

Jungle Climber Little Tikes

Ben 10 DVD Game Pressman Toy

Animal Clinic Playmobil

Caring Corners Mrs Goodbee Interactive Doll’s House Learning Curve

Nerf N Strike Raider CS-35 Hasbro

£199.99

£11.24

£41.99

N/A

£29.89

£229.99

£12.99

£39.99

£99.99

£29.99

£249.99

N/A

£39.99

£59.99

£22.49

N/A

N/A

£40.00

£100.00

N/A

£229.99

£15.00

£49.99

£49.99

£29.99

RETAIL ONLY

www.toynews-online.biz

55

RETAILCHARTS WHSmith.co.uk

CHART DATE 11/05/10

1

Rummikub Numbers

2

Personalised Peppa Pig Story Book

3

Rummikub Word

4

Lego Brickmaster Pirate

5

Bubble Blaster

6

Top Cards Cluedo The Card Game

7

The Entertainer

CHART DATE 11/05/10

Tomy

1

Spray and Rescue Fire Truck

Ladybird

2

Nerf N-Strike Maverick Double Your Darts

Tomy

3

Hello Kitty Scooter

Dorling Kindersley

4

Sylvanian Families Lakeside Lodge

Drumond Park

5

QuadPod

TP Toys

Winning Moves

6

Mini Goal

Umbro

Scrabble Deluxe

Mattel

7

Rapide Slide Set (green)

TP Toys

8

Magnetic Bingo

Go Games

8

Sliver Cross Range Dolls Pram

9

Who? What? Where?

WHS

9

3-in-1 Smart Trike+ (pink)

10 Lego Brickmaster Castle

Amazon

Dorling Kindersley

CHART DATE 11/05/10

1

Bananagrams

2

FIFA World Cup 2010 Stickers – Ten-pack

3

Little Tikes Hasbro HTI Flair

HTI Mookie

10 Mud Pie Kitchen

Mail Order Express

Little Tikes

CHART DATE 11/05/10

Winning Moves

1

Born to Play Fireman Sam Fire Station Play-set

Martin Yaffe

Panini

2

Born To Play Craftsmen Table and Two Chairs

Martin Yaffe

Doctor Who 11th Doctor’s New Sonic Screwdriver

Character

3

Born To Play Fireman Sam Jupiter with Sound & Figures

Martin Yaffe

4

Zhu Zhu Pets Hamster: Nugget

Character

4

Born To Play Fireman Sam Helicopter with Tom

Martin Yaffe

5

Shopping List

Orchard Toys

5

Born To Play Fireman Sam Five Articulated Figures

Martin Yaffe

6

Butterfly Garden

Insect Lore

6

Red Corsair

7

Kidizoom Plus (pink)

VTech

7

Spongebob Good Neighbours at Bikini Bottom

Lego

8

Medical Carrycase

Peterkin

8

Born To Play Wind Up Floating Neptune/Penny

Martin Yaffe

9

Hungry Hippos

Hasbro

9

Baby Born Bubble Bath

10 FIFA World Cup 2010 Stickers – 25-pack + album

Play.com

Panini

CHART DATE 11/05/10

1

Doctor Who: 11th Doctor’s New Sonic Screwdriver

2

10 Ocean Zoo Sea Monkeys

Playmobil

Zapf Creation Character

DATE Licensed Toys NPD CHART March 2010 Character

1

Ben 10 Alien Force 10cm Figures

Boggle Slam

Hasbro

2

Star Wars 2010 Rebel Trooper and Snow Trooper

Lego

3

Nerf Whistler Darts (pack of 36)

Hasbro

3

Star Wars Luke’s Landspeeder

Lego

4

Iron Man: Repulsor Power Iron Man Figure

Hasbro

4

Ben 10 Alien Force 15cm DN Figures

Bandai

5

Zhu Zhu Pets Hamster: Nugget

Character

5

Cars Character Assortment

Mattel

6

Doctor Who: 11th Doctor Crash Set

Character

6

Star Wars Clone Wars Basic Figures 3 ¾”

Hasbro

7

T-Shirt Graffiti

Worldwide Co

7

Star Wars Saga Legends Figures 3 ¾”

Hasbro

8

Zhu Zhu Pets Hamster: Winkie

Character

8

Toy Story Woody and Buzz to the Rescue

9

Zhu Zhu Pets Hamster: Jillie

Character

9

In The Night Garden 12” Talking Plush

Character

10 Waybuloo Small Plush Assortment

10 Zhu Zhu Pets Hamster: Stroller Play-set

Bandai

Lego Hasbro Mattel

JUNE 2010

56

RETAIL ONLY

PRODUCTNEWS

Corgi expands 2012 line-up CORGI HAS unveiled the next set of models in its licensed collection of London 2012 merchandise with the launch of Destination London 2012, a range of 40 London 1:64 taxis.

The models contain official London 2012 livery and branding and each model also carries a pictogram of a particular sport appearing in the Games along with facts about the featured sport.

The taxi range will be expanded with four new models released every three months, until the start of the Olympic Games in July 2012.

Also planned for the line-up is a 1:76 London 2012 Site Tour Bus,

based on the vehicle that takes Olympic Committee officials around developments of the site. The Bus is released this month.

The new products follow on from the Olympic Handover Bus which was released in October 2009.

Corgi: 01843 233502

Imagination Games inks Doctor Who deal IMAGINATION GAMES has partnered with BBC Worldwide to introduce two new Doctor Who board games.

Fresh artwork has now been released and the two products are due for launch in July. Both are designed around the 11th series of the sci-fi hit, which features new Time Lord, Matt Smith.

The Time Wars board game introduces new innovation to the

category with a unique flip board, allowing players to travel through

Scalextric readies Toy Story 3 set SCALEXTRIC IS adding a 1:64 scale Micro Scalextric set to its portfolio, based on the upcoming Toy Story 3 film.

Fans of the franchise can race as the one of the main stars, Buzz Lightyear and Woody, as they compete around a specially designed track which also features other characters from the movie, including Rex the Dinosaur, Hamm the talking Piggy Bank and Slinky Dog. The set launches in July, just in time to capitalise on the release of the movie, which hits screens on July 23rd.

Scalextric: 01843 233500

time. The game is designed for the family and you don’t have to be a total fan to win, as the games are designed to allow anyone to win with 50/50 questions and multiple choice answers.

Save The Universe board game allows kids to battle against the Doctor’s arch enemies, old and new.

Players have to collect as many enemies as they can to win.

Imagination Games: 01270 619100

Lego unveils City Airport Hasbro adds Mega Fun Factory to Play-Doh range

THE NEW Airport in the City range features five minifigures, revolving doors, a ticket desk, security checkpoint, café and lounge and a control tower.

The Lego Passenger Plane features a service worker and a tow truck to move the plane onto the runway.

The Truck has a trolley to load the Lego boxes into the back of it and a cab for the two minifigures to sit in. The truck includes two minifigures, Lego boxes, trolley and a bed in the driver’s cabin.

JUNE 2010

Lego City Airport is suitable for children aged five to 12 and is available from this month.

Lego: 01753 495000

THE MEGA FUN Factory conveyor belt set allows kids to load up PlayDoh at one end and turn on the belt to stamp out toys or food from one of the two gear moulds.

When kids have finished playing with the factory, they can store up to six cans of PlayDoh inside the set so that it’s ready for the next time it’s turned on.

The Mega Fun Factory Conveyor Belt

comes with two gears and 15 moulds, a play mat and four three-ounce cans of Play-Doh modelling compound.

Hasbro: 020 8569 1234

HERO PRODUCT

www.toynews-online.biz

57

MATTEL BARBIE VIDEO GIRL Mattel’s Barbie range is continuing to explore new areas with the launch of a new innovative doll designed to appeal to the tween market...

Barbie Video Girl features a high spec lens hidden in the doll’s necklace…

BARBIE VIDEO Girl incorporates a real working video camera. It features a high specification lens hidden in the doll’s necklace and a superior resolution viewing screen in its back, enabling girls to record and view movies instantly.

The doll also has video editing software and is compatible with both Windows and Mac. It comes with the usual impactful packaging, displaying strong product call outs.

Marketing support from launch to the run up to Christmas will include online activity, a girls’ press campaign, sampling to key opinion formers and tactical TV placement and PR.

Release date: June

PRICE: £59.99 CONTACT DETAILS: Phone:01628 500000

JUNE 2010

The place for business

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1/4 page: Annual charge £1,395 (minimum twelve months booking) Get your company featured: emily.briggs@intentmedia.co.uk T: 01992 535 647

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CAMBRIDGE BRAINBOX

■ Character Costumes & P.O.S.

01279 821247

Rainbow Productions

SUPPLIER/MANUFACTURER

0208 254 5300

■ Point of Purchase Manufacturers Daytona Visual Marketing

01827 54551

■ Suppliers/Manufacturers Brookite

01837 53315

Cambridge Brainbox

01279 821 333

Esdevium Games

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Flying Toys

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Games Workshop

08700 134 411

Ideal Software

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01727 763 700

Maps Toys

01483 776 006

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01728 745 300

Ravensburger

01869 363 800

Revell

01442 250 130

Thumbs Up

0845 466 8880

Wow Toys

020 7471 0980

■ Toy Suppliers Carta Mundi

01268 511 522

Richard Edward

0208 311 8888

CAMBRIDGE BRAINBOX has been producing educational electronics kits for over five years.

The kits are designed around the Science National Curriculum so are very suitable for use in schools or the home.

All the parts are mounted on brightly coloured modules, which fit together with simple press studs on a baseboard.

Circuits are formed in straight lines making it simple to follow the flow of electricity around the circuit.

If mistakes are made during the

construction, it only takes seconds to rebuild the circuit.

All the parts are colour coded and numbered so children of all abilities can build and enjoy the circuits. Kits are available for age ranges from eight to 14 years old.

With adult supervision, some can be used with younger children.

A manual is provided containing plenty of detail on how to build the circuits and about how they work.

National Curriculum worksheets are included, as are notes for parents and teachers.

New kits are added to the range on a regular basis and products are updated to reflect changes to the National Curriculum.

Full details of the range can be found on the website along with pictures and videos of the kits.

For further details please contact: Cambridge Brainbox, Akhter House, Perry Road, Harlow, Essex CM18 7PN Tel: 01279 821247 Fax: 01279 821300 www.cambridgebrainbox.co.uk

DAYTONA VISUAL POINT OF PURCHASE MANUFACTURERS

01827 54551 DAYTONA VISUAL is the name synonymous with high quality print and innovative display, specialising in the needs of buyers in the toy industry.

Daytona understands the pressures involved with bringing a new product to market and prides itself in offering a cost effective and professional approach.

The team, based in Tamworth, Staffordshire

consists of internal account handlers and professional marketing specialists who are able to control, advise and support on every aspect of your new product launch.

Daytona is not an advertising agency, although its assistance provides many aspects associated with this particular service, such as providing cost effective visuals, prototyping full-size units in full-colour, etc.

need maximum exposure in store, talk to the team at Daytona, specialists in successful product POS for over 30 years.

This makes Daytona different as it manufactures on-site in its purpose built facility.

Customers can actually see their POS campaigns in production, assuring quality, transparency, speed and cost effective supply.

Daytona has a long history of producing bespoke freestanding display units, eyecatching POS materials and impactful merchandising display solutions.

If you have a campaign you would like to discuss or simply

For further details please contact David Lewis: Daytona Visual, Tamworth Business Park, Tamworth, Staffordsire, B77 4RP Tel: 01827 54551 www.daytonavisual.com

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64

TOY TALK

TOY TALK

A new arrival at Richard Edward, a triathlon update and celeb fans for Spin Master, plus more from our industry survivor…

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

BY THE TIME this missive is published we will have started to live with coalition Government, the World Cup will almost be upon us, the weather should have brightened and the good news for the toy business just keeps coming.

Just look at 2010 so far: the AIS Show was a tremendous success, Toy Fair 2011 is almost sold out and expansion is planned, The Entertainer’s ambitious growth plans are continuing and Toymaster handed out a bigger dividend to its members and has already found a new home for its show after the blaze at The Majestic. All in all, in toy terms, the green shoots of recovery are springing up everywhere.

Could it be that toy sales really are bullet proof? If the industry can maintain its recent good track record of affordably innovative products, there is every reason to be optimistic.

Go Go Pets set the tone last year. Parents must have found it hard to say no, if they could get their hands on the little critters in the Christmas mayhem. This year, as consumer confidence gradually returns, there may be cause for optimism but there is still the need for caution, as Toys R Us chief executive Jerry Storch recently reminded us all. “The objective is to not have the most inventory,” he warned, “but the right inventory.”

“The trend in 2010 is going to be on value, but I think we’re going to see a little more willingness to spend than we did last year,” said toy analyst Sean McGowan.

After a brief hiatus in the wake of the Mattel/MGA scrap, fashion dolls are back in the headlines with Spin Master’s Liv leading the way for the new kids on the block and a resurgent Barbie once again proving that there’s plenty of life in the old gal yet.

But is the girls’ market moving too fast for mere dolls now? According to NPD, US doll sales have declined by nearly 20 per cent since 2005.

Of course, toy firms know this. Last year, Fisher-Price/Mattel introduced Dora Links to keep older girls interested. “We were losing girls,” said Mattel’s Gina Sirard. “By three and a half, maybe four, they were out of the door.”

SPIN MASTER AIMS FOR THE STARS Spin Master Toys recently treated the performers and presenters of the T4 Stars of 2009 at the Montgomery Ellis Gifting Lounge. Each celebrity received Liv Fashion Dolls and Bakugan products.

Celebrities such as JLS, Jedward, The Saturdays, The Sugababes and Peter Andre were exceptionally excited and grateful for the toys, which they planned to give to their own kids, sisters, brothers, nieces or nephews.

The Spin Master team also met teen pop sensation Justin Bieber at a celeb bash in NYC. Bieber loved the dolls and said his sister “would go crazy for them”.

AGENT PROFILE CHRIS SERMANNI Who are your current clients?

Character Options, Toybrokers, Meccano, Peterkin, KSG and the Green Board Game Co. What range do you deal with?

All the companies deal traditionally in the toy trade, but I also look for outlets such as garden centres, art, craft and model shops.

What regional area do you cover?

I cover all of Scotland including the islands, Cumbria and the North East of England. This area has about half the land mass of the UK, but only about 12 per cent of the population.

How many retailers do you deal with?

In all I have around 85 customers varying in size and the number of ranges they buy from me.

JUNE 2010

IN ASSOCIATION WITH

What do you enjoy most about being an agent?

In summer, I enjoy most being out and about in the best scenery in the world, the customers are all very welcoming – which is nice – and I also enjoy the flexibility that being an agent offers.

What car do you drive?

I drive a Mercedes C class (diesel, of course).

What is your selling secret/top tip?

I was taught the six selling tools were pen, presenter, plan slip, product knowledge, sample and record card. Mix that with honesty, reliability and a smile.

What more could the customers want?

Do you have a favourite service station?

I only use service stations as a last resort, but have many favourite coffee stops on my travels.

Do you have any interesting/strange/funny stories from the road?

A few years back one of my customers asked me if I would book him accommodation at the Harrogate toy fair for one night, so that he could come down and have a look about, as he hadn’t been before. Everywhere I phoned on his behalf was fully booked, but eventually I got what seemed like the last room in the town.

When my customer arrived he could not believe the horrible and unkempt place I had booked him into, he ended up sleeping in the car and to this day he has not forgiven me. Has anyone else stayed at the Argyle House?

TOY TALK

65

HORNBY BACKS TOYNEWS The ToyNews triathlon team’s rigorous training regime has paid off with a generous donation of £1,000 from Hornby, making the company our offici al sponsor for the day.

Hornby is not entering a team into this year’s fundraising event, but still wanted to get involved and make a donation to The Toy Trust. Wish we’d thought of that before signing up.

Nickelodeon has also agreed to supply our team’s colours (orange) and is also sponsoring the team.

Meanwhile, at the time of writing, Rubie’s is still winning in the bid to take

away managing editor, Ronnie Dung an’s dignity for the day. Rubie’s generous bid of £500 is the highest offer so far, with a Chelsea FC mascot as the initial costu me suggestion for the avid Spurs fan.

We are still open to late offers. If you can beat the bid of £500, Ronnie is willing to put himself at your mercy for the day.

There is also time to sponsor the ToyNews team’s effort on the day by visiting the sponsorship page at http://uk.virginmoneygiving.com/team /ToyNewsTriathlon

My Favourite Things Joanne Gray, Head of European Marketing, Tomy

LEAPFROG IS GROUNDED A badly timed trip to Galway recently left the LeapFrog team, including the marketing team and the MD Chris Spalding, as one of the many stranded when British air space was closed due to the ash cloud.

The team had visited Ireland to meet with a stockist for an overnight trip returning on Thursday morning, but the ash cloud struck after they arrived and the team got stuck in Shannon.

A 48-hour journey ensued to get the team back to the UK, involving hire cars racing across the country to get the last

spot on a ferry back across the Irish sea. The team arrived back safe and sound, albeit a little tired, on Friday evening.

Meanwhile, head of UK marketing David Lubliner (above) has left the firm, moving to Poland with his family, where he hopes to continue in the toy industry. Sam Harris is taking over his role at Leapfrog.

DKL’S MARATHON EFFORT Neil Lovell, DKL’s warehouse manager , recently completed the 2010 London Marathon in four hours and four seco nds.

Lovell was running for the charity Child ren with Leukaemia.

RICHARD EDWARD’S NEWEST RECRUIT Congratulations to Richard Edward director, Louisa Moger, who has welcomed a new baby girl into the world.

Baby Heidi was born on March 23rd, weighing 8lbs 1oz and is sister to Cassi, aged three. And here she is…

JUNE 2010

Favourite album: Everything But The Girl Greatest Hits ------------------------------------------------------------Film: Dirty Dancing ----------------------------------------------------------------Book: SuperFreakenomics -----------------------------------------------------------------------------TV programme: Come Dine with Me -------------------------------------------------Magazine: Glamour --------------------------------------------------Holiday destination: Asia (Thailand is a real fave) ---------------------------------------------------Pet: Love cats - just about to get one ----------------------------------------------------Hero: Batman -----------------------------------------------------Way to spend a weekend: Running down Promenade, followed by a boozy lunch.

-----------------------------------------------------------------------------Game/toy: Back in the day it was my handheld King Kong game that I wore the markings off the buttons from overuse. Now, PS3 SingStar.

--------------------------------------------Tipple: Champs every time --------------------------------------------Food: Curry. Even served it to guests at my wedding last year.

---------------------------------------------Piece of advice: Two pieces of advice to keep you sane in this manic industry. 1) Plan your time effectively, prepare in advance and manage others’ expectations; 2) If it’s out of your control, don’t stress it, just deal with the situation the best you can and keep positive.

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

66

FEATURE PLANNER

JULY Electronic Learning ● Dress Up & Halloween ● Creative Play VTech and Leapfrog lead the charge in the electronic learning feature, but a growing number of companies are introducing products into the constantly evolving category. We look at what’s coming this year.

We also highlight creative play in the July issue, including the hugely successful art and craft sector.

Finally, there will be a round-up of the latest products hitting the dress-up category and news on forthcoming lines that suppliers have planned for the lucrative halloween season.

Editorial deadline: Call for details

Advertising deadline: June 11th

FORTHCOMING EVENTS

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

TOY TRUST TRIATHLON Saturday June 5th Rutland Watersports Centre www.btha.co.uk

LICENSING INTERNATIONAL EXPO June 9th - 10th Mandalay Bay Convention Centre, Vegas www.licensingshow.com

AUTUMN FAIR September 5th - 8th NEC, Birmingham www.autumnfair.com

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

KIND UND JUGEND September 16th - 19th Koelnmesse, Cologne www.kindundjugend.com

BRAND LICENSING EUROPE September 28th-30th Grand Hall, Olympia www.brandlicensingeurope.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

JUNE 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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