Issue 111
The toy industry’s highest circulation trade title Exclusive media partner
INSIDE…
PLEASE RELEASE ME Why doesn’t the toy industry coordinate product launches?
BRAND LICENSING REVIEW All the news and views on the big showcase event at Olympia
WATCHING TELEVISION Check out our guide to what the commercial channels offer
SPRING INTO ACTION A look at what’s coming your way in the first quarter of 2011
November 2010
Contents REGULARS 4
News
6
People
8
Exclusive NPD analysis
10
Media Tracker
12
TV ratings
15
Campaign of the month
LICENSING 22
News
24
BLE Reviewed
27
Kids TV
Ronnie Dungan Managing Editor Ronnie.Dungan@intentmedia.co.uk
Samantha Loveday Associate Editor Samantha.loveday@intentmedia.co.uk
COMMENT Katie Roberts Deputy Editor Katie.Roberts@intentmedia.co.uk
Emily Briggs Sales Manager Emily.Briggs@intentmedia.co.uk
Dan Bennett Design Dan.Bennett@intentmedia.co.uk
FEATURES 16
Release dates
18
Mattel’s head of brands
31
Spring Summer releases
46
Wind’s grand designs
50
Pre-school
THE BODY POLITICS
Jon Salisbury Contributor jon@wotkidzwant.com
Stuart Dinsey Publisher
THE TRA wants to encourage a debate about its future within the industry. Maybe, if you need to do that, you’ve already answered the question. I can’t really say how useful membership of the TRA is to a toy retailer. I’m not a retailer. Toymaster provides such a brilliant service to its members that, from here, it is difficult to see how membership of the TRA would also be beneficial. But, like I said, I’m not a retailer. Dream Toys is well organised by the TRA and its gets the press in and generates headlines for the industry. It does what it says on the tin, for which it should be applauded. Does the national press care much about whether that list is generated by an independent toy retailer body as opposed to the BTHA? Probably not. They just think ‘toy industry’. If it was organised by a BTHA retail sub-committee it would still produce the same results. But perhaps it is the correct thing to have retailers choose it.
Dream Toys is well organised by the TRA and generates headlines for the industry.
Stuart.Dinsey@intentmedia.co.uk
RETAIL
Editorial: 01992 535646 Advertising: 01992 535647
69
News
70
Counter Insurgent
70
Price Check
71
Retail Charts
72
New Products
AUDITED CIRCULATION:
73
Hero Product
Average Net Circulation: 6,043 July 1st 2009 to June 30th 2010. www.toynews-online.biz
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I do think, however, that the way in which the chairman’s resignation was announced was poor. You don’t put a vague allusion to ‘inappropriate commercial activities’ in a press release without explanation and not expect people to start speculating about it. Toymaster’s manoeuvres gave the impression it was out to get either the TRA or Gary Grant, or both. Maybe it was just doing what it does best and sticking up for one of its members. But it does seem like both sides might have handled things a little better. It wasn’t a good day for toy industry relations, put it that way. For the record, he has plenty of critics, but whatever some people think of him, the outgoing chairman brought much to the role – energy, enthusiasm and commitment. The new chairman, whoever that may be, will need to display the same qualities if the TRA really is to stay relevant. Ronnie Dungan ronnie.dungan@intentmedia.co.uk
4
NEWS
New chapter for Upper Deck brand as Blauw takes control Majority stake enables International division to rebuild after costly US legal battle... by Ronnie Dungan UPPER DECK CEO Nico Blauw’s Blue Ocean company has taken a majority shareholding in the TCG specialist, enabling it to separate itself from its discredited parent company. The move follows a damaging legal battle which started in 2008 between Upper Deck’s US division and Yu-GiOh owner Konami, in which the US company admitted producing counterfeit Yu-Gi-Oh cards. The two firms settled out of court earlier this year. The settlement figure is not in the public domain, but Konami was seeking between $50m and $150m. As a result, considerable damage was done to the Upper Deck brand and its finances and the buy-out will enable Blauw’s new-look International division, which was not involved in the court case or any of the counterfeiting, to re-establish its own reputation and move forward. Blauw says he has not yet made a decision on whether the firm will change its name. He said: “Closing a very challenging period, today marks the beginning of a new chapter in the history of Upper Deck International. “These are exciting times for the company and myself and we are looking forward to this new beginning.” UDI will continue to market and distribute for its partners while developing and launching its own line of products and brands for export purposes. In 2011 UDI will launch its first boys action toy line and will be presenting the collection in Hong Kong in October.
Counterfeit Yu-Gi-Oh cards were at the centre of the US division’s legal battle with Konami which started in 2008
Furthermore, UDI is reorganising its management with a number of key moves. Caspar Klinkhamer, formerly category director toys, has been promoted to commercial director and will be adding all sales responsibilities previously held by Hedley Barnes to his remit.
These are exciting times and we are looking forward to this new beginning. Nico Blauw, UDI Klinkhamer has been with UDI for over two years, spearheading the company’s entry into the toy market and previously worked as managing director at Toys R Us and as director of toys and multimedia at Blokker. Joeri Hoste, formerly category director of collectibles and trading card games, will now also be assuming Klinkhamer’s former toy
category responsibilities in the position of brand director. Hoste has been with UDI for over six years, managing various of the company’s trading card games. Franklin van Dijk, formerly buyer at Upper Deck Nordic/Trendus Europe, is taking up the position of commercial manager Benelux and replacing Jos Doosjen. Van Dijk previously worked as a buyer for the Blokker Group. Liang Fang Liu joins UDI as finance manager from Big Bocca and will be heading up the finance team, reinforcing financial planning for the company moving forward. Immediately following the announcement, the company confirmed it had won the distribution rights to Nikko RC lines in Germany and Austria. The deal commences from January 21st 2011. Upper Deck will be stocking new lines for 2011 such as Jkart and a complete range of vehicles based on the upcoming film Fast & Furious 5. UDI: 0031 0294 46 1600
Tomy returns as Toy Fair fills Firm increases stand space by 135 per cent... TOMY’S COMMITMENT to Toy Fair has been rubberstamped with more space at 2011 after pulling out in 2009. The firm returned to exhibit at Toy Fair in 2010 as the show moved to Olympia, having originally pulled out in favour of taking permanent showroom space at Nuremberg. It has now secured a prominent position for the 2011 event on the newly-opened gallery level at Olympia. Robert Mann, president, Tomy Europe, commented: “We have many new developments in 2011. Our vision is to accelerate the growth of our business by broadening our product portfolio to appeal to a wider range of kids. “This means strengthening our stronghold in pre-school with some great new introductions in our Play to Learn range; by growing our arts and crafts category with new innovative craft kit ranges and then really expanding our boys’ offering with some fantastic new Tomica lines that will really capture kids’ imaginations along with a strong line up of fantastic products linked to iconic boys licenses such as Harry Potter, K’Nex, Super Mario and Sonic the Hedgehog.” He concluded: “It’s going to be a really exciting year and we are looking forward to showcasing our range at Toy Fair at Olympia in January.” Toy Fair takes place at the Grand Hall, Olympia from January 25th to 27th, 2011. BTHA: 020 7701 7271
NEWS
www.toynews-online.biz
5
Grant resigns from TRA early, as Toymaster points finger Retail bodies lock horns over TRA chairman’s decision for planned new store... by Ronnie Dungan TRA CHAIRMAN Gary Grant brought forward the announcement of his resignation following anger from Toymaster over what it viewed as a conflict of interest. Grant had actually resigned in July but wasn’t planning to make it public until November, after Dream Toys. But following circulation among Toymaster members of a letter to him from MD Roger Dyson, in which Dyson outlined his objections to The Entertainer opening a store in Horsham, where Toymaster member, Goodacres is based, Grant brought forward the announcement. Dyson’s letter called Grant’s decision to open in Horsham “predatory”, saying it would be a “death knell” for the family-owned store.
“The added competition that you will bring needs only to reduce Goodacres’ turnover by 15-20 per cent to make the business unsustainable at best and unprofitable at worst,” said Dyson’s letter. In response, Grant said: “It is clear to me that for the best interests of the TRA that I must stand down.”
The opening of The Entertainer in Horsham would be the “death knell” for Goodacres, said Dyson. He said Toymaster’s stance was: “not helpful or even reasonable, all but telling their members to resign
That letter in full... Dear Gary, I spoke to you prior to you leaving for a holiday during the early part of August with regard to your planned opening of a new branch of The Entertainer in Horsham. Horsham is a smallish Sussex town with a population of approximately 56,000, which already has an excellent toy store that has been owned and run by the same family for 68 years. They are also a Branded Toymaster Member. Goodacres is the epitome of a well run independent toy store, not only has it been in the same family for 68 years but there is also a succession plan in place. Pauline and Roy, the current owners, have a daughter Lisa who has been taking a greater degree of responsibility within the business with the intention of taking over its management in the near future.
The opening of a branch of The Entertainer is the death knell for Goodacres; it is a most unfitting end to Pauline and Roy’s business life in Horsham and ends Lisa’s plans to take over the running of the business when her parents retire. Goodacres is a single store business, it is not a business that can remodel or reinvent itself. It cannot continue to trade from its other branches as it has none. Your opening in Horsham is predatory; with your comprehensive understanding of our industry, you fully realise that there is not room for two town centre toy stores in a town the size of Horsham. Although you have opened stores in the past in direct competition to Toymaster Members, Yate and Taunton spring to mind and I am aware you are planning to open in Huddersfield, there is a subtle difference. In these previous
from a trade body that has not failed to serve its members and the trade in so many ways.” Some initial ambiguity was created by the TRA’s own statement which referred to “inappropriate commercial activity” without expanding on the real reasons why Grant had decided to step down early. “Since Toymaster Director’s concerns were made known, we had planned to address these through face-to-face discussions between our organisations,” read the statement. “We continue to work towards that amicable, positive and complementary relationship between major players in our industry. Our aim continues to be the strengthening of an effective independent association which is widely supported
by the industry, evidenced by significant new membership in the last 12 months, and overwhelming support for Dream Toys.” Alan Simpson, TRA’s vice chairman, said Grant “has provided outstanding and totally unbiased support to suppliers, and to products at Dream Toys which on occasions he did not even stock, and has always had the complete confidence of the Board and trade at large during his entire term of office.”
instances the Toymaster Member in situ was also a multi branch retailer; this is not the case in Horsham. You informed me that it is not your intention to damage or harm Goodacres’ business, but to take your business from Argos and other multiple retailers. With the best will in the world, we both know this will not be the case. The added competition that you will bring to Horsham needs only to reduce Goodacres’ turnover by 15-20 per cent to make the business unsustainable at best and unprofitable at worst. Your opening in Horsham was discussed at September’s Toymaster Board Meeting and the Directors of Toymaster concluded that under the circumstances, Toymaster cannot continue to supply The Entertainer with window kits in 2011. The Board also discussed Toymaster’s continued support of the TRA and concluded that it should be our members who decide what, if any, action we should take.
On a personal note, I am extremely sorry that I have had to write this letter; your right to open stores wherever you wish is not in question, however Toymaster working together with the Entertainer has become considerably more difficult. I have always been a supporter of the TRA, as I have always considered having a retail organisation in our industry to be important. However, the Toymaster Board is unsure how our members will react to your Horsham opening. I will be more than agreeable to including any statement you would like included in the newsletter I will be sending to members if you wish to forward one to me. As I am out of the business for the next three weeks, the newsletter will not be sent until October. Paul Reader will also still be attending the Dream Toy Selection process. Yours sincerely and best regards Roger Dyson, MD, Toymaster
GRANT: Had planned to step down in November
6
APPOINTMENTS
INDUSTRY MOVES New sales agents for Maps, ex-VTech exec Dickson returns, Lego promotes two, MGA names head of sales, Spin Master expands, new marketing manager for Ravensburger, Nickelodeon reshuffles… FROM LEFT: Ravensburger’s new marketing manager, Benn Bramwell; Fiona Wright from Lego UK; and Stuart Emerson, MGA’s new head of sales
Maps Toys has strengthened its sales force with the appointment of three agents covering key UK regions. Sales stalwarts, Gary Squires and Tim Stollery both come with over 30 years experience, and will respectively cover Cornwall, South Devon, Hants and Wiltshire and from Bristol to Exeter. Jean-Claude Bergot of Primus Agencies will work with Maps to cover the South East including Sussex, Surrey and Kent. Former VTech boss Andrew Dickson has returned to the UK with a new Chinese-backed R/C firm. He has set up a European office for Alpha in Ascot and will be launching a new range at Toy Fair in London. Alpha’s Race Tin brand of licensed cars and SkyRover helicopters are already popular across Asia, along with its Auby range of infant toys. The firm is also an animation production company and is the first listed producer of animation and toys in China, also claiming to be the largest toy producer there, manufacturing its own brand product and developing for Blue Chip private label partners.
The European business will supply direct to all channels and provide own-label opportunities. Lego UK has promoted two staff to executive positions as part of an ongoing expansion of the business. Fiona Wright, currently Lego UK head of marketing, has taken on the new position of head of sales for Lego UK and Ireland. Her current position will be taken over by David Buxbaum, current head of marketing for Lego US. MGA Entertainment has appointed Stuart Emerson as head of sales. The new recruit has worked for MGA previously and has extensive knowledge of all its brands. With 15 years experience in the toy industry, Emerson will be responsible for a team of general sales managers, looking after key accounts including Argos, Tesco and Mothercare/ELC, as well as various other business relationships in the UK. Following his short stint as acting MD, Terry Crew has been confirmed as the successor to Jon Gregory at the firm, taking on the role permanently.
Benn Bramwell has joined Ravensburger as marketing manager. He moves from Character Options, where he gained a wealth of marketing experience, working with brands such as Peppa Pig, Fireman Sam, Postman Pat and Zhu Zhu Pets. Tim Hall, managing director, Ravensburger, commented: “Benn joins at a time when the Ravensburger UK business is growing strongly and he will be responsible for increasing the marketing power for the business over the coming years, increasing awareness for the consumer and volume for our retail and licensing partners.” Spin Master has opened new offices in Munich, Germany and Amsterdam, strengthening its global positioning and visibility. Marcel Dévény has been appointed general manager, Central Europe and will be based out of the Munich office. Hedley Barnes and Michiel Das have been named as director of sales and business development and director of marketing, respectively, both based out of the Amsterdam office.
Dévény joins Spin Master after six years with Lego, where he was responsible for sales in central Europe. Barnes will continue to represent Spin Master, as he currently works for Upper Deck International, managing Spin Master’s business as VP of sales. Das recently joined Spin Master, with past experience including stints as commercial and business development director for Mattel Eastern Europe and, most recently, as director North West Europe and new business, Amsterdam for Stage Entertainment Company. Nickelodeon Consumer Products has hired Trudi Hayward as its new vice president for the UK and Australia. In turn Jeremy Poreca will relocate from Nickelodeon Consumer Products’ New York-based offices to join the firm’s London team as director of international retail development. Clare Piggott will be leaving her role as vice president of Nickelodeon Consumer Products to pursue other opportunities.
08
NPD RESEARCH
Retail Sales Trends
Properties
Electronics power up average price THE TOTAL traditional toy market grew a significant 15 per cent in August, with volume also up seven per cent. After a period of lower price points during the summer months, driven by pocket money collectables and, in particular, World Cup related cards and stickers, the average price has started to grow again, up to £5.70 this month. The biggest driver of this increased price is in the youth electronics super category, which has an average selling price of over £20 for the month, and is currently much higher than building sets, the second highest price category. Items driving the high average price in youth electronics includes the Vivid Imaginations Toy Story Deluxe Talking figure, which has an average price of just over £40, together with Vtech’s Kidizoom Camera at £45. Action figures has seen some growth this month for
Sales (value, year to date)
2009
2010
NOVEMBER 2010
August 2010 1. Toy Story 2. Star Wars 3. Lego City 4. Crayola 5. VTech Baby
the first time all year, with Toy Story now the top property and accounting for over a third of all sales within this category in August. While Toy Story has given action figures a much needed boost, there are other properties which continue to perform well in this traditionally boys orientated category. Bakugan has consistently performed well all
According to NPD’s consumer panel, total toy sales for the first half of 2010 were up in value, not only compared to last year, but they were also slightly ahead of sales in the same period of 2008, before the recession. year and Doctor Who has had a resurgence after the return of the TV Show with the new Doctor, Matt Smith. According to NPD’s consumer
panel, total toy sales for the first half of 2010 were up in value, not only compared to last year, but they were also slightly ahead of sales in the same period in 2008, before the recession and Woolworths’ closure. “This is a very encouraging sign,” says Jez Fraser-Hook, director of NPD Group’s Toy Business in the UK. “The toy market has been more resilient than many other consumer sectors during these economic difficulties and the future months certainly look promising. “With 2010 sales driven by big events such as the World Cup and Toy Story, the toy category has a momentum for the end of the year that will hopefully continue into 2011.”
Average Price
UK Toy Sales
Source: NPD
Top 5 properties
+8%
Aug 09: £5.28
Aug 10: £5.70
Best property progression August 2010
Lego Hero Factory Lego’s IP has shot up from number 76 to number 47 this month...
Best item progression August 2010
Monopoly Revolution (Hasbro) The latest version of the family board game has come straight in at number 45…
NPD RESEARCH
www.toynews-online.biz
Retail Sales Trends UK AUGUST 2010 (£ SALES – VALUE)
UK AUGUST 2010 (UNIT SALES – VOLUME)
1
TOY STORY DELUXE TALKING FIGURE
MATTEL
1
HOT WHEELS BASIC CAR ASSORTMENT
2
TOY STORY 3 DELUXE TALKING FIGURE ASSORTMENT
MATTEL
2
LEGO MINIFIGURES
3
TOY STORY 3 BASIC FIGURES
MATTEL
3
12 COLOURED PENCILS
4
TOY STORY 3 DELUXE BUZZ LIGHTYEAR
MATTEL
4
CARS CHARACTER ASSORTMENT
5
KIDZOOM DIGITAL CAMERA
VTECH
5
TOY STORY 3 HOT WHEELS CAR
6
FIRST STEPS BABYWALKER
VTECH
6
SUPER TIPS BRIGHT 12
7
LEGO MINIFIGURES
LEGO
7
TOY STORY 3 BASIC FIGURES
8
TOY STORY 3 TALKING WOODY
MATTEL
8
TOY STORY 3 STICKERS
9
CARS CHARACTER ASSORTMENT
MATTEL
9
PLAY-DOH SINGLE TUB ASSORTMENT
10
STAR WARS REBEL TROOPER/SNOW TROOPER BATTLEPACK LEGO
10
LITTLEST PETSHOP GET THE PETS SINGLES ASSORTMENT HASBRO
UK YEAR TO DATE (£ SALES – VALUE) 1
ZHU ZHU HAMSTER PACKS ASSORTMENT
2
KIDZOOM DIGITAL CAMERA
MATTEL LEGO CRAYOLA/VIVID MATTEL MATTEL CRAYOLA/VIVID MATTEL PANINI HASBRO
UK YEAR TO DATE (UNIT SALES – VOLUME)
CHARACTER
1
OFFICIAL FIFA STICKERS
VTECH
2
HOT WHEELS BASIC CAR ASSORTMENT
3
STAR WARS REBEL TROOPER/SNOW TROOPER BATTLEPACK LEGO
3
MATCH ATTAX CARDS
4
FIRST STEPS BABYWALKER
VTECH
4
LEGO MINIFIGURES
5
CARS CHARACTER ASSORTMENT
MATTEL
5
MATCH ATTAX ENGLAND CARDS
TOPPS
6
OFFICIAL FIFA STICKERS
PANINI
6
MATCH ATTAX EXTRA 20
TOPPS
7
BEN 10 ALIEN FORCE 10CM FIGURES
BANDAI
7
CARS CHARACTER ASSORTMENT
8
LEGO MINIFIGURES
LEGO
8
PLAY-DOH SINGLE TUB ASSORTMENT
9
SMART TRIKE PLUS GIRLS
MOOKIE
9
GOGOS III EXPLORER PACK
10
HOT WHEELS BASIC CAR ASSORTMENT
MATTEL
10
BEN 10 ALIEN FORCE 10CM FIGURES
PANINI MATTEL TOPPS LEGO
MATTEL HASBRO MAGIC BOX BANDAI
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
09
10
STATS
Media tracker LICENCE ANALYSIS
Behind THE SCREEN
Toy Story has sold over £20m year to date August 2010 and is now the number one property within the toy market with sales sky rocketing to eight per cent of the total toy market in August after the cinema launch of Toy Story 3 (NPD EPoS Service). Compared to the Toy Story 2 launch in 2000, Toy Story sold £21m over the whole year and was the sixth largest license (NPD Consumer Panel). There are Toy Story products in all 11 supercategories with Toy Story the top licence in nine of the eleven super
By Clive Crouch LAST WEEK at Mipcom distributors of children's shows from all over the world were offering over 10,000 hours of new content for sale to broadcasters. Standing out amongst the shows ranging from Summer in Transylvania to Big Bear and Squeak was The Hub; not a show but a new channel for children. So why the high profile along with so much of the spoken word ? The Hub is a joint venture between Discovery Networks and Hasbro Studios just launched in the US. There are many pros and cons to consider surrounding the arrival of The Hub and its respective interested parties; not least of all their potential young viewers, the parents of those young viewers and of course the watchdogs and the regulator. The same concerns would surely surface here if at some time in the future, Discovery Channels bring The Hub to the UK. In the late 1980s into early 90s the big US networks syndicated kids’ shows played out after school and at breakfast time on weekends. This led to the intensification of advertising and marketing through TV shows to children, serving to highlight the long-standing interdependence and effectiveness between toys and television. In the UK children's broadcasters and toy companies went about similar arrangements more on a piecemeal basis as opposed to the commercialisation that was more apparent on the US networks. Cable TV arrived to change the US model for kids’ TV, and by 1995/96 Nickelodeon arrived in the UK followed by Turner with Cartoon Network. These channels have brought some fantastic shows to
NOVEMBER 2010
the UK and changed the face of children's television. Their positioning is clear, a vertically integrated business; a commissioned range of shows with few independent/ third party content and highly successful. Back at The Hub, in the first instance any parental concern may well be justified as the very worthy Discovery Kids has gone. Factual TV for kids on Discovery Network will be replaced by a line up of Hasbro Studio shows that at a glance seem to be not dissimilar to a good toy store listing. However, with a mix of original and acquired product Hasbro-branded programming such as My Little Pony, Gi Joe, Pound Puppies, Clue and a game show based on Bop It will account for 25 per cent of content. This in turn will be good news for the independent sector aiming to capture output deals on the remaining spectrum amongst which, Fraggle Rock will be one of the first classic shows. Multi-channel TV has changed children's television. We now have over 20 kids’ channels here in the UK, audiences fragment and the the digital space provides another source of children's entertainment. The traditional funding models have changed out of all recognition. Routes to market and access to distribution are being reinvented as we read, so what about those viewer and parental concerns I raised earlier? The regulator will continue to ensure the appropriate safeguards are in place. And when it comes to making a choice kids know better than anyone. They’re no fools. www.clivecrouch.com insight@clivecrouch.com 07831 670453
categories - the only exceptions being Builidng Sets and Dolls. Action Figures accounting for a third of all Toy Story sales and Building Sets are second. There are over 45 licensees all competing for a slice of the action.
SOURCE: NPD
MARKET VALUE YEAR TO DATE (JULY)
2009 vs 2010
£1.224BN £1.129BN SOURCE: NPD/TOYNEWS
STATS
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11
TV insight from former GMTV veteran, Clive Crouch; toy market value; top-performing toy sectors and comparative market data on all manner of entertainment products….
TOY STORY SALES BY SUPERCATGORY - BASED ON VALUE % TOY STORY SALES BY SUPERCATGORY
TOP TOY STORY ITEMS SALES
BASED ON VALUE %
BASED ON UNITS - YTD AUGUST 2010
TOTAL TOY STORY
100.0
1 TS3 HOT WHEELS CAR
MATTEL MATTEL
ACTION FIGURES & ACCESSORIES
35.2
2 TOY STORY 3 BASIC FIGURES
BUILDING SETS
16.0
3 TOY STORY 3 STICKERS
INFANT/PRESCHOOL
10.0
4 TS3 DLX TALKING FIG ASSORTMENT
YOUTH ELECTRONICS
9.4
5 TS WOODY AND BUZZ RESCUE
ALL OTHER TOYS
7.5
6 TOY STORY BASIC FIGURES
OUTDOOR & SPORTS TOYS
4.9
7 TS3 MR AND MRS POTATO HEAD
VEHICLES
4.8
8 TOY STORY BUDDY PACK
GAMES/PUZZLES
4.8
ARTS & CRAFTS
2.8
PLUSH
2.7
DOLLS
1.8
ACTION FIGURES & ACCESSORIES BUILDING SETS INFANT/PRESCHOOL YOUTH ELECTRONICS ALL OTHER TOYS OUTDOOR & SPORTS TOYS VEHICLES GAMES/PUZZLES ARTS & CRAFTS PLUSH DOLLS
9 TS ARMY MEN ON PATROL 10 TS BUDDY PACK ASSORTMENT
PANINI MATTEL LEGO MATTEL HASBRO TOYS MATTEL LEGO MATTEL
SOURCE: NPD
TOP LICENSED TOYS YTD AUGUST 2010
TOP VIDEO GAMES (ALL FORMATS) W/E 9/10/2010
POSITION/TOY
TITLE
1 STAR WARS REBEL TROOPER BATTLE PACK 2 CARS CHARACTER ASSORTMENT 3 OFFICIAL FIFA 4 BEN 10 ALIEN FORCE 10CM FIGS 5 STAR WARS LANDSPEEDER
MANUFACTURER LEGO MATTEL PANINI BANDAI LEGO
1 FIFA 11
PUBLISHER EA
2 PRO EVOLUTION SOCCER 2011
KONAMI
3 DEAD RISING 2
CAPCOM
4 F1 2010 5 HALO: REACH
CODEMASTERS MICROSOFT
6 BEN 10 ALIEN FORCE 15CM DNA FIGS
BANDAI
6 CASTLEVANIA: LORDS OF SHADOW
KONAMI
7 TS3 DLX TALKING FIGURES
MATTEL
7 ENSLAVED: ODDYSEY TO THE WEST
NAMCO/BANDAI
8 TS WOODY AND BUZZ RESCUE 9 TOY STORY DLX TALKING FIGURE 10 STAR WARS CLONE WARS 3.75” FIGURES
SOURCE:NPD
LEGO VIVID IMAGINATIONS HASBRO TOYS
8 TIGER WOODS PGA TOUR 11 9 JUST DANCE 10 WII PARTY
EA UBISOFT NINTENDO
SOURCE: UKIE/GFK CHARTTRACK
NOVEMBER 2010
12
AIRTIME STATISTICS
Top programmes The top-performing children’s TV shows on terrestrial and multi-channel....
SHOWS ACROSS ALL TIMES AUGUST 10
SHOWS ACROSS ALL TIMES YTD AUGUST 10
TIME
TITLE/DESCRIPTION
CHANNEL
OOOs
%
1
9:02
TRACY BEAKER RETURNS
CBBC
218
18.1
2
9:33
HORRIBLE HISTORIES
CBBC
178
3
15:38
PHINEAS AND FERB
CITV/ITV1
174
4
8:30
BEAR BEHAVING BADLY
CBBC
144
5
17:16
DANI'S HOUSE
CBBC
6
8:54
DEADLY 60 BITE SIZE
7
10:02
8 9
AIRINGS
TIME
TITLE/DESCRIPTION
CHANNEL
OOOs
% AIRINGS
215
9.8
26
1
16:34
THE SARAH JANE ADVENTURES
BBC1
14.6
31
2
14:47
BERNARD
CBBC
206
14.6
2
16.4
17
3
16:32
SPORT RELIEF DOES WE ARE THE CHAMPIONS CBBC
205
13.5
5
14.7
32
4
9:00
PHINEAS AND FERB
CITV/ITV1
192
16.3
47
139
11.6
22
5
9:02
TRACY BEAKER RETURNS
CBBC
188
13.8
150
CBBC
135
13.2
15
6
8:30
SPONGEBOB SQUAREPANTS
CITV/ITV1
176
16.1
52
HOUNDED
CBBC
134
9.7
8
7
8:32
BEN 10: ALIEN FORCE
CITV/ITV1
164
15.1
6
18:00
JONAS LA (YEAR 2)
DISNEY CH. 131
9.1
5
8
9:00
POWER RANGERS RPM
CITV/ITV1
161
11.6
27
17:16
RICHARD HAMMOND'S BLAST LAB
CBBC
130
8.6
4
9
8:29
BATMAN: THE BRAVE AND THE BOLD
CITV/ITV1
160
14.4
16
WHAT'S NEW SCOOBY-DOO?
CBBC
128
12.2
39
10 8:29
BAMZOOKI
CBBC
158
9.4
10
10 16:01
COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) AUG 10
2
COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) YTD AUG 10
TIME
TITLE/DESCRIPTION
CHANNEL
OOOs
% AIRINGS
1
15:38
PHINEAS AND FERB
CITV/ITV1
174
16.4
2
18:00
JONAS LA (YEAR 2)
DISNEY CH. 131
3
13:38
SPONGEBOB SQUAREPANTS
CITV/ITV1
124
4
14:38
SHAGGY & SCOOBY DOO GET A CLUE CITV/ITV1
102
5
12:38
HORRID HENRY
CITV/ITV1
6
8:50
MR MEN
7
11:38
8 9
TIME
TITLE/DESCRIPTION
CHANNEL
OOOs
%
CITV/ITV1
192
16.3
AIRINGS
17
1
9:00
PHINEAS AND FERB
9.1
5
2
8:30
SPONGEBOB SQUAREPANTS
CITV/ITV1
176
16.1
52
14.0
11
3
8:32
BEN 10: ALIEN FORCE
CITV/ITV1
164
15.1
6
11.4
5
4
9:00
POWER RANGERS RPM
CITV/ITV1
161
11.6
27
85
11.3
9
5
8:29
BATMAN: THE BRAVE AND THE BOLD
CITV/ITV1
160
14.4
16
FIVE
79
7.8
31
6
9:01
AARON STONE
CITV/ITV1
157
12.1
13
BEN 10
CITV/ITV1
79
13.5
9
7
10:31
FILM: THE BFG (1989)
CITV
156
10.3
2
10:45
FILM: TINKER BELL
DISNEY CH. 76
6.4
1
8
18:10
MACKENZIE FALLS: SEASON FINALE
DISNEY CH. 146
7.5
2
9:25
TEENAGE MUTANT HERO TURTLES
CITV
69
6.1
13
9
18:49
PLUTO - FOOD FOR FEUDIN'
FIVE
143
5.0
1
OLIVIA
FIVE
65
6.9
31
10 15:24
HULK
ITV1
137
11.8
1
10 9:00
SOURCE: INFOSYS/BARB.
NOVEMBER 2010
NOTE: THESE CHARTS ARE BASED ON AVERAGE PERFORMANCE
47
Spring Summer 2011 is coming with a BANG . . .
Tap
Tap
Toot
With the new VTech Baby musical range . . .
Bang Caterpillar Concert
Musical Tambourine
Toot-Toot Trumpet
Toot
Tap
. . . fun additions to the VTech Animal Fun range . . .
3-in-1 Zebra Scooter
. . . and a SPLASH! . . . and exciting new additions to their successful Electronic Bath Toy range! Splash and Squirt Elephant
Splash and Learn Duck
CAMPAIGN OF THE MONTH
www.toynews-online.biz
15
Trio Mattel/Fisher-Price Fisher-Price has experienced a strong year so far and the second half sees the introduction of construction system Trio, which joins brands Little People and Imaginext in the firm’s growing pre-school portfolio... TRIO IS a brand new concept in building play, which has been developed in Mattel’s Play Lab. The collection comprises a series of construction play packs at a range of different price points and age suitabilities. The key components of the system are bricks, sticks and panels, which have been designed to make a click sound as they snap into place. All pieces in the system work together; pieces from items suitable for the three to five age group can also be used as pre-schoolers work up to playsets suitable right up to seven years of age. Items within the new collection include the Trio Building Set with storage, which comes with 100 pieces including custom parts such as wheels, chassis and figures, as well as a durable tub for storage. This is complemented by themed sets Crazy Creatures and Aeroplane and, as pre-schoolers progress, there is a series of city-themed play packs including Police, Airport, Fire Station and Cargo. Suitable from four years onwards.
Marketing A major marketing campaign targeting both mums and pre-schoolers has supported the Trio collection since its launch in the summer, including TV advertising and national newspaper sampling, and there is plenty more to come as the festive season gets underway. Further TV advertising targeting parents will broadcast through November and an extensive sponsorship campaign with Channel Five’s popular Milkshake strand will also showcase the system from mid-November through a series of animated bumpers. An extensive print advertising campaign is targeting both parenting and pre-school press including popular titles such as Junior and CBeebies. Web surfers will also spot an online campaign, which again targets both mother and child including leading sites Mumsnet and Nick Jr online.
Sampling is a key component of the campaign. A programme of sampling of play packs for preschool environments, as well as mini sets to ensure the play continues in the home, is currently underway. A strong response has been received to date and the programme continues until the end of the year. PR activity has also seen Trio featured in leading parenting titles and Christmas gift guides to come and has also resulted in a Silver Award in the Practical Pre-school Awards.
A major marketing campaign targeting mums and pre-schoolers has supported the Trio collection since its launch in the summer.
NOVEMBER 2010
16
INDUSTRY FORUM: RELEASE DATES
Timing is everything Our Counter Insurgent columnist recently asked why toy product launches cannot coordinate to release on a specific date. Memorable dates can be a huge advantage in a campaign as evident in the launch of the latest Ben 10 series on 10/10/10. Ronnie Dungan sought some answers from the great and the good…
DARRELL JONES MARKETING DIRECTOR, BANDAI “We’ve set dates on some of our products we’ve launched. The last few Power Rangers launches have all had street dates of Boxing Day. It’s definitely good if you have a date to work to, so you can start all elements of your marketing campaign together, ensuring maximum return on your investment. Perhaps it’s just not spoken about that much like it is in the other entertainment industries.” DAVID ALLMARK SENIOR VICE PRESIDENT, MATTEL EUROPE “For the majority of launches the UK, like many other countries, launch dates are predetermined by planogram and catalogue dates. In the UK that history goes back to the traditional mail order requirements – so that is the source of the norms. “Within Mattel, we do tactically launch products and properties out of traditional ‘season dates’, film launches like Toy Story 3 are good examples. “The one I am most familiar with and indeed Mattel’s most successful out of season launch was TMX Elmo, when for the first time ever we orchestrated a worldwide launch date. As you may recall, this caused unprecedented global activities and NOVEMBER 2010
in essence truly ignited the Christmas selling season early in many markets around the world. “So not for every product, but it can be an effective differentiated tool when supported by a comprehensive marketing programme.” ROGER DYSON MANAGING DIRECTOR, TOYMASTER “It does happen, but it tends to happen around other events in the market. The release of a new toy isn’t big news, but the release of a new game is. But it’s only the big games that everybody wants. “I do think it works well with the release of a film. There’s no better example of it than with Transformers and Toy Story 3. It always gets clouded in toys because you’ve got film product and toy product. But without the film, I’m not sure anything else is important enough to warrant it. You get some with TV series. Vivid launched with ZingZillas through one or two retailers. It’s definitely a logistical issue too. You can’t move all of the product at the same time and you can end up spreading it thin, in which case there’s very little impact. Or you can launch through certain retailers. In the main it’s a trickle effect. “In fairness to toys, the thing with top video games is that all the money
is spent up front. You can manufacture as many DVDs as you want for a few pence each, which can oversupply the market. You can’t do that with toys so you’ve got to be more careful with forecasting. “A period of exclusivity gives you a good feel for a product. But I’m not sure any two toys are comparable. The most difficult thing about toys is forecasting, another name for which is ‘informed guessing’.”
It helps if your product is related to a movie or DVD release, certainly. Robert Mann, Tomy ROBERT MANN TOMY “I think one of the reasons why these industries create this mass hysteria is due to the limited shelf expectancy of the property. Retailers clearly recognise this and, therefore, wish to have the product in-store when it’s hot and understand it may only be on shelf for say four weeks. “Toys tend to have a longer shelf life and, therefore, the requirement to commit within a specific window is reduced. Interestingly most catalogue retailers are exempt from
the DVD, music and gaming market. “There are no logistic reasons why toys cannot be shipped the same way as video, music, etc, and in truth many of us do particularly if we are seeking distribution within catalogues or calendar specific retailers. “There is clearly a benefit in having product in mass distribution at retail at the same time. It focuses the consumer to an event and maximises the impact of any promotion. On the periphery of the toy industry we are already doing this with Halloween, bonfire night, back to school and Easter. “I am not sure it is important and would be an issue if your timing’s precluded some retailers from supporting the product. “It certainly does help particularly if your products are related to a movie or DVD release where the supporting promotions in these industries have more value than most toy companies can create themselves. “I have had two recent experiences. Firstly, Eternity II which had a specific release date due to the fact there was a £2m prize fund and it was restricted by gaming laws. And secondly, with the release of Harry Potter 7 products, where the licensor had a release date restriction. “This is primarily due to copyright laws and available dates for release of imagery.”
Experience what others dream of! Here the toy world is at home! Among countless new products and classics to delight your customers and supported by valuable insider information to put you a step ahead. In Nürnberg you meet suppliers you won’t find at any other fair. Be there when the toy trends for 2011 are presented for the first time: Spielwarenmesse International Toy Fair Nürnberg, February 4 – 9, 2011
For trade visitors only! www.toyfair.de · PattExpo Ltd. · Tel. +44 (20) 8332 0412 · info@pattexpo.com
18
INTERVIEW: TIM KILPIN, MATTEL
Joined-up thinking Mattel’s senior vice-president of brands was in town recently for Brand Licensing Europe. Ronnie Dungan caught up with him to talk about the future direction of the firm’s new and classic properties… THEY CAN’T keep Tim Kilpin away from Mattel. He must love the place. Twice he has left and twice he has returned, each time with more experience and better contacts than before. That his previous employer was Disney has undoubtedly been beneficial to the firm which has enjoyed tremendous success with Disney properties such as Cars, WallE, Disney Princess, Handy Manny and of course this year’s monster Toy Story 3. But Kilpin is not just there because of his Disney connections, he’s there to grow the firm’s own existing IPs and help it create new ones. Sitting down with ToyNews at the recent Brand Licensing Europe event he says: “The challenge for us is to really think about our brands as brands. To think more holistically and about how the audience react with them.” Monster High is a good example. Starting with the idea of teen offspring of classic movie monsters, the concept is now an animation and, of course, a toy line. “We always challenge ourselves to think in five year terms,” says Kilpin. “Monster High was three years in development. There was an enormous amount of consumer testing and tweaking the characters, making sure the world made sense. “The other challenge is to think of different ways of presenting it to our audience. We started Monster High by telling the story through webisodes through YouTube and other sites. I think it has potential for years of growth.” Toys will always be the anchor category for the franchise, but brand extensions are already in the pipeline with a live-action movie musical scheduled for 2012. Mattel works with a wide number of licensors and licensees and Kilpin’s talk is all about partnerships rather than one-off deals. “We do believe the best way forward is to partner with people who have the right kind of distribution. NOVEMBER 2010
KILPIN: “The best of our partnerships are very collaborative”
The challenge for us is to really think about our brands as brands. To think more holistically and about how the audience react with them. We always challenge ourselves to think in five-year terms. Tim Kilpin, SVP Brands, Mattel “We have a lot of global partners and what I see is our licences working with a wide variety of global partners. The best of our partnerships are very collaborative, we very often go to retail together. “Even in an economy that is challenging the fact that we’ve got brands that resonate and are accessible and with great partners is a real advantage for us.”
The Barbie licensing programme has been one of the firm’s great successes. It has helped to reinforce the core doll range with extra credibility by linking up with the fashion world through the Fashionista line, and with entertainment brands such as Twilight and Mad Men, to produce special editions aimed at older collectors and enthusiasts.
Riding on the back of his showstealing cameo in Toy Story 3, the Ken brand, if indeed there is a Ken ‘brand’, will be invigorated next year as Barbie’s on-off other half celebrates his 50th birthday. “We knew Pixar had a vision for Ken and Barbie in the story, so we were thrilled with what they did. Bringing all the back story to light gives us more to work with. “We’ve continued to invest in the brand so now we are seeing the fruits of that,” adds Kilpin. So expect Ken to come roaring out of the er… closet next year and be marketed as his own man for a change. Turning him into the next must-have boys toy, might be beyond even the skills of Mattel’s brand guru, mind.
Schleich UK Ltd, Ltd 4 Stansted Courtyar Courtyard, d Parso d, Parsonage nage Road, Road Takeley, T a akeley y, Bishop’ Bishop’ss Stortfor S Stortford, d, Hertfor Hertfordshire, dshire, CM CM22 M22 6PU, Telephone: T e elephone: 01279 870000, Email: schleich@sc schleich@schleich-s.co.uk chleich-s.co.uk
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News • Media • Opinion
BLE Powers up Pages 24-25 It recorded its highest visitor figures yet, but what did the exhibitors and attendees at last month’s show actually think? ToyNews finds out...
News
TV nation
Pages 22-23
Pages 27-29
Chorion refreshes Noddy, Chapman welcomes partners for new properties, Rocket Licensing gets Puss in Boots 3D, TV market bounces back in 2010...
TV advertising your products is still the best way to reach the children’s sector. But where should you place your ads to get the most for your money? ToyNews offers an overview of the key players...
22
LICENSINGNEWS
COMMENT
Refreshed Noddy given licensing boost Toys, apparel and accessories all planned for new Toyland series...
GOOD VIBRATIONS WHILE YOU can’t deny that last year’s Brand Licensing Europe was a cracker of a show – and overall feedback was strong – there was definitely an undercurrent of uncertainty and worry over the wider economic conditions and how 2010 was going to be affected. Fast-forward 12 months, and the vibe on the showfloor was much more positive. While there was still a strong dose of realism among licensors and licensees, it was obvious from the first morning that people were much more confident. One exhibitor told me that visitors seemed well prepared, focused and there to do business. They knew the properties that they definitely wanted to see, but were also open to looking at new things. Retail, too, seems to be more willing to discuss opportunities on a wider range of brands now – with several licensors saying that there seemed to be larger contingents from key High Street names attending the show this year than ever before. And not just retailers from the UK, either.
Visitors to BLE seemed well prepared, focused, there to do business and open to looking at new things. While the third day absolutely worked, the early closing at 5pm on Tuesday and Wednesday, and 4pm on the Thursday did seem too early. Most exhibitors were still engaged in conversations long after the official closing time, and a number raised this as the one thing that needed changing for 2011. Wi-Fi access too needs a rethink for next year, while the fact that the back of the Grand Hall will be closed off for a re-furb has worried a few of the smaller exhibitors. Some pointed out that they rely a lot on the extra footfall that having bigger players like Nickelodeon in the suites at the back of the hall generates. The overall consensus though, is of a show which was well thought out, well executed and well attended. Most impressive was how people are now prepared to work harder and look beyond their core business, as pointed out by Aardman’s Rob Goodchild. Let’s hope that this momentum can continue into 2011, through the Hong Kong and London Toy Fairs in January, and Nuremberg and Spring Fair in February. Samantha Loveday Samantha.Loveday@intentmedia.co.uk
NOVEMBER 2010
by Samantha Loveday FOLLOWING THE success of the Noddy in Toyland TV series, Chorion is planning to roll out a new line of merchandise based on the programme. Toys, apparel and accessories will all be included, with Chorion claiming its new toy range in particular will bring Toyland to life like never before. Noddy Takes To The Air, the theme for autumn 2011, introduces the Airport playset, which includes a plane, helicopter and control tower, plus lights and sounds. Also arriving will be the 4x4 Fix It & Go truck, featuring fixable wheels and grill, push and go play feature, lights and sounds. A themed marketing campaign will include on-air promotions and competitions, as well as on-air appearances for the key characters. There will also be website updates in all territories, as well as online blogs in the UK. “The ongoing success of Noddy on TV and as a licensing and merchandising brand demonstrates the consumer demand for this
classic pre-school brand,” said Bettina Koeckler, SVP licensing, EMEA at Chorion. “The new TV show has proven to be so successful and we are thrilled to introduce the Noddy in Toyland brand across new packaging and product lines to reflect the fresh new look of the series.” Chorion: 020 7061 3874
Chapman bolsters new brands A NUMBER of new licensees across various categories have joined the programmes for Chapman Entertainment’s new brands, Little Charley Bear and Raa Raa The Noisy Lion. First up, MV Sports has come on board for both properties, and will be developing wheeled toys – including trikes, bikes, skates, sit and ride, walkers and battery operated rideons. Products for Little Charley Bear will debut first – in spring/summer 2012 – followed by Raa Raa items in autumn/winter 2012.
Meanwhile, Chapman has also welcomed greetings and publisher partners for Little Charley Bear. Danilo will be launching greetings cards and wrapping paper in spring 2012, while Redan will begin to include the character in Fun to Learn Favourites and Fun to Learn Friends from January 2011. “Little Charley Bear is proving to be very popular with licensees and retailers alike,” said Valerie Fry, director of licensing at Chapman. Chapman Entertainment: 0870 403 0556
LICENSINGNEWS
www.licensing.biz
23
Three-day move pays off for BLE 2010 IN BRIEF Over 5,600 visitors flock through the doors of Olympia ● But 5pm closing is too early...
DreamWorks Animation has appointed Rocket Licensing to represent Puss in Boots in 3D. The movie is due to hit UK cinemas in late 2011 and Rocket is currently working on numerous retail and licensee deals. Rocket Licensing: 020 7207 6242
by Samantha Loveday EXHIBITORS AND visitors have given the thumbs up to this year’s new-look three-day Brand Licensing Europe, with the only minor niggles being the early 5pm closing time on the first two days. Official numbers from Advanstar totalled 5,634 visitors, a 16 per cent increase on 2009. Including exhibitors, total attendance reached 7,329. A rise in overseas visitor numbers was also recorded, up 37 per cent on last year, while retail visitors also grew by 15 per cent. Advanstar’s decision to add an extra day was also vindicated, with many first time visitors attending the show on day three. Around one in seven of the total visitor audience revisited the event on the additional day. “I think a show that includes screenings and seminars benefits from the extra day,” said Ian Downes, MD, Start Licensing. “I think from a
UNDERGROUND TOYS ADDS GLEE
practical point of view, it allows people to catch up if they miss meetings or spot a new opportunity.” Graham Saltmarsh, UK licensing director at Turner CN Enterprises, added: “The third day was a welcome bonus; it meant we could see most people and engage with walk ups rather than have to do a crazy post week chase around.” However, questions were raised about the move to an earlier closing time of 5pm on the first two days. “Surely it would make sense to keep the show open until 6pm?” asked Hannah Mungo, UK licensing
manager at eOne. “5pm seems just that little bit too early.” Alicia Davenport, licensing director at DRi, agreed: “The only obvious change I would make is to run the show until 6pm on the first two days, closing at 5pm was too early.” The question of the show being held earlier in the year was also raised by Rob Goodchild, Aardman’s UK licensing manager. “The show really needs to be earlier in the year, reflecting the increasing length of manufacturing lead times and buying cycles of most of our key industries,” he told ToyNews.
Kids’ TV market bounces back 2010 HAS seen the demand for TV advertising rise again, almost to prerecession levels. However, while confidence is generally returning, toy firms are looking for their campaigns to go that extra mile, making budgets work ‘harder and smarter’. “The gloomy atmosphere of 2009 has been well and truly left behind and there is a renewed confidence, not just in the toy market, but in the industry as a whole,” Andrew Mallandaine, UK sales director at TMI, explained to ToyNews (right).
ROCKET PICKS UP PUSS
“The TV market has bounced back magnificently, with revenues back in excess of 2008 levels. Those who continued to invest in TV through the downturn are now flourishing.” The 360 approach that a number of firms are now taking has to be taken into consideration, however. “TV is still undoubtedly the best way for toy companies to reach their customers, however the last few years have taught all parties that it is far more effective to amplify the TV activity with an integrated strategy,” added Kiaran Saunders, VP,
commercial director, business developer at Nickelodeon. David Murphy, senior key account manager at GMTV Kids, concurred: “They are certainly fully aware and briefed on what makes a 360 degree campaign and they expect us to have these opportunities available.” Turn to pages 27-29 for our overview of the key players in the kids’ TV sector.
The latest licensee to join the Glee programme, Underground Toys is readying a special board game with CD. Each box includes a gameboard, 150 character cards, card holder, two pawns and a CD. The aim of the game is to be the first team to get to sectionals. www.underground-toys.com
LUDORUM INKS MEGA BLOKS DEAL A range of Chuggington construction toys will be launched in the UK from autumn 2011, after Mega Brands secured a deal with Ludorum. Produced under the Mega Bloks brand, product will roll out internationally from spring 2012. Ludorum: 020 8246 4012
JCB CEMENTS HTI PARTNERSHIP JCB has sealed a new three-year deal with HTI, with the global master toy partner getting the rights to categories including vehicles, role play, bikes and scooters, wheeled and battery operated rideons and construction play. The new deal extends the existing relationship to the end of 2013. JCB: 01889 593499
TURNER GRABS RIGHTS FOR JELLY JAMM Turner CN Enterprises has signed up the EMEA licensing rights (excluding Spain and Portugal) to 3D musical comedy Jelly Jamm. The series, which is due to air on Boomerang – is co-produced by master toy licensee, Bandai. Turner CN Enterprises: 020 7693 1000
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NOVEMBER 2010
24
LICENSING BRAND LICENSING EUROPE REVIEW
BLE 2010: The Reaction The official figures show that it was the biggest and best yet, but were the exhibitors on the show floor satisfied with this year’s Brand Licensing Europe? And did visitors take full advantage of the much-hyped third day? Samantha Loveday gathered industry opinion... “IN SUMMARY, the show was great. It was very well attended by licensees and retailers. Nick’s stand was buzzing with particular interest in our new properties: Team Umizoomi, Victorious, Winx Club and Teenage Mutant Ninja Turtles, and lots of retail activity planned for Spongebob Squarepants and Dora. We had a greater number of pre-arranged meetings year on year, especially with retailers. We also had a fantastic level of ad hoc meetings so the stand had a fantastic atmosphere. The third day was definitely a valuable addition to the event.” Trudi Hayward, VP, UK & Australia, Nickelodeon Consumer Products “We were very happy with the show. Being a global team, there are so few opportunities where everyone is in the same place at the same time and the show provides a great platform for this. The quality of the exhibitors and attendees was great and it was super to see so many of the big retailers attending. Our stand position and prominence at the show really helped draw a lot of interest too. The jury is still out for me as to whether the third day is needed, however.” Melissa Wallace, UK Licensing Manager (Outbound), Lego UK “It was a really positive show for eOne, the stand was constantly buzzing even on the third day. There was a big buyer presence this year which is always great to see. It’s a good chance to have a quick catch up on our licences and strategy for next year and beyond. As well as existing business, we found it to be a great year for new business – more so than NOVEMBER 2010
other years – with many exciting opportunities to follow up on. But, surely it would make sense to keep the show open until 6pm?” Hannah Mungo, UK Licensing Manager, Entertainment One “This year’s show was very busy and there was a very positive feeling about the place, which was great. We had our biggest ever stand and the Gallery Suite which helped ease the pressure on meetings. It was great to see lots of retailers and the third day was a welcome bonus, it meant we could see most people and engage with walk ups rather than have to do a crazy post week chase around.” Graham Saltmarsh, UK Licensing Director, Turner CN Enterprises “There was a very positive feel to the show. All the attendees, whether stand owners or visitors, seemed to be very active, busy and engaged. Not just the quantity but the quality of our meetings was impressive. We saw all the people we had hoped to see and more. While the third day felt quieter, it was still busy with both scheduled and drop-in meetings.” Anna Hewitt, Head of Licensing, Coolabi “It was very, very busy and much more positive than 2009. Last year, I’d guess, people didn’t know where we were headed in terms of the economy, This year people were a bit more confident and could see the light at the end of the tunnel. We had good meetings; there were lots of licensees and more retailers seemed to attend than last year.” Rob Wijeratna, Joint Managing Director, Rocket Licensing
“A mixed bag this year, with some experiencing, or preparing for tough times. What was most impressive was how most people are prepared to work harder and look beyond their core business. The frantic speed-dating feel keeps everyone focused and, while nobody was putting out, we’re looking forward to some more intimate encounters over the coming weeks. The show really needs to be earlier in the year, reflecting the increasing length of manufacturing lead times and buying cycles of most of our key industries. Although there is a chance of some last minute business, realistically anything new will be unlikely to come into effect until 2012, particularly in the areas of toys and gifts.” Rob Goodchild, UK Licensing Manager, Aardman “This year’s BLE was very slick, it ran like clockwork for the Chapman team. I thought the atmosphere was upbeat and there was a strong sense of togetherness across the event. All the right people seemed to be there, and lots of them. We had honest and productive meetings with key retailers with great promotional outcomes.” Nikki Grass, Director of Marketing, Chapman Entertainment “It was a very busy show for us and all clients seemed in a much more positive mood. We’re very satisfied with the meetings, both the number we had and the quality. The third day was very helpful and we still had meetings back to back, although footfall was slow in the afternoon. The Advanstar exhibitor party is becoming an event for all attendees.” Bettina Koeckler, SVP, Licensing EMEA, Chorion
“The show was very busy, with lots of retailers in attendance. It was really upbeat and I would say we got more out of this show than Vegas in terms of relevant properties and brands for VMC. We had three full days of meetings and the third day makes it much better to fit everything in.” Laura Sumner, VMC “The atmosphere across the three days was upbeat, which is a positive sign for the whole industry. The teams were busy meeting both existing and prospective licensees and retailers. Our Screening Suite presentation was oversubscribed on both days.” Fox Consumer Products “Overall, our impression of the show was really positive – it was buzzy, buoyant and upbeat. Attendance was good – there were certainly a lot of key buyers and more people from overseas than previous years – although the first and third days were a little quieter than the Wednesday. I think the third day was an excellent move. The only obvious change I would make is to run the show until 6pm on the first two days.” Alicia Davenport, Licensing Director, DRi Licensing “My feeling was that visitors were well prepared, quite focused and there to do business. We had a regular stream of walk on visitors coupled with meetings we had prearranged. Generally the attitude seemed to be positive with a strong dose of realism. We were very pleased with the quality of people we met. I think we had a good blend of existing and new licensees coupled with retail buyers. I think a show that includes screenings and seminars benefits from the extra day. I think from a practical point of view, it allows people to catch up if they miss meetings or spot a new opportunity.” Ian Downes, MD, Start Licensing
www.toynew-online.biz
“I found this year’s BLE as international as it has ever been – at least in the last ten years that I’ve attended. The third day made it a much more useful place to conduct real business.” Andrew Kerr, Managing Director, AohK! Commercial “Traffic was good but dropped off the final day. It was nice to see so many Europeans and the atmosphere seemed good and less pessimistic than the year before. I think the third day was necessary but many overseas clients left early for flights. The venue still works, but it needs more screening rooms and use of new media. For an entertainment industry, some sections were a little stuffy.” Darran Garnham, Director of Strategic Sales, Kidz Entertainment “Overall it was good and Advanstar should be commended. The show provides an alternative for those not wishing to make the Vegas trip. Attendance was good, but there
BRAND LICENSING EUROPE REVIEW LICENSING
seemed to be less visitors from Southern Europe, presumably due to the economic situation.” John McInnerny, Managing Director, Allsorts Licensing “The atmosphere was very upbeat. Because it was a three-day event, it didn’t start as intensely as last year though and it finished earlier in the afternoon on the last day. Clearly we were happy with the calibre of guests we saw. We had all the major manufacturers on the stand and all the leading people in their respective fields. The third day worked well.” Michael Gottlieb, Head of Licensing, DCD Publishing “It was really strong, very enthusiastic and a great crowd. The market was much more optimistic than in the past few years. We were a first time exhibitor and I couldn’t be happier; we had great walk ons from the obscure to M&S, Asda and Argos who all wanted to know more about our brands and plans.” Tim Collins, Commercial Manager, Consumer Entertainment, DC Thomson
“Overall the show was very busy, lots of people from across the industry and outside, lots of activity and generally a good vibe. The art licensing area was a little cut off from the body of the show, so a move to a more central area would be welcome.” Chris Taday, Bright and Beyond “Another brilliant show. There’s a real buzz surrounding the industry again and it’s great to be a part of it. There seemed to be more international visitors than in past years.” Danny Schweiger, Joint MD, Character World
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“The show felt busy and exciting and the venue is great. But, I would like to see the show move to earlier in the calendar so retailers can react to the characters on show for the following Christmas and be in the buying process for the following year’s film releases.” Martin Lowe, Roy Lowe & Sons “I felt this year’s show was more confident and relaxed, with a positive vibe, although licensees are still being cautious about what they commit to. We were dealing with more decision makers than ever before.” Simon Harris, MD, Lunartics
“I thought the show was very exciting. This was the first time I have attended, so for me it was full of quality. I will definitely be back.” Mayur Pattni, Managing Director, Pattni Imaginations
“The atmosphere was great. This was the first time we have exhibited and we were really happy with the meetings we had. However, we feel it should return to two days.” Neslihan Guven Colak, Licensing Manager, Hakan Canta
“A fantastic atmosphere supported by huge optimism throughout. Footfall was most definitely up, with an encouraging European attendance.” Tristan-Sean McGee, Hari’s World
“BLE was excellent. As a first time visitor, the show was productive and exciting. We had heavy traffic for all three days and quality attendees.” Elie Dekel, President, Saban Brands NOVEMBER 2010
KIDS TV LICENSING
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Watching brief Demand in TV advertising has bounced back over the past year, with firms offering a host of other options alongside the traditional spot ads and sponsorships to attract toy companies. Samantha Loveday offers an overview of the key channels so you can be sure your ads are in the right place, at the right time and seen by the right audience...
CARTOON NETWORK CHANNELS Including Cartoon Network, Boomerang and Cartoonito, a wide range of ages are catered for from two right up to 11. Premium viewing times are between 3.30pm and 7pm with current popular shows including Ben 10: Alien Force, Star Wars: The Clone Wars and Bakugan (Cartoon Network); What’s New Scooby-Doo, Tom and Jerry Tales and Looney Tunes (Boomerang); and Fireman Sam, Baby Looney Tunes, Go and Be a Grown Up and Strawberry Shortcake’s Berry Bitty Adventures (Cartoonito) among others.
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PROGRAMME HIGHLIGHTS FOR 2011: Adventure Time with Finn & Jake will launch on Cartoon Network in Q1, while comedy-animation Amazing World of Gumball has been created using a combination of 2D and 3D animation alongside live action. On Boomerang, a key focus will be The Looney Tunes Show, as well as Puppy in My Pocket, while Jelly Jamm will be launching on Cartoonito.
ADVERTISING OPTIONS: Turner Media Innovations offers a media consultancy service combining ad sales, sponsorship and promotions, digital media, creative and research to deliver bespoke advertising solutions. In addition to spot advertising, TMI creates integrated campaigns across a range of platforms including TV, online and gaming. “The gloomy atmosphere of 2009 has been well and truly left behind and there is a renewed confidence, not just in the toy market, but in the industry as a whole,” says Andrew Mallandaine, UK sales director at TMI. “The TV market has bounced back magnificently with revenues back in excess of 2008 levels. It’s a cliché and a well-worn truth, but the simple fact is that those advertisers who continued to invest in TV through the downturn are flourishing now. “While it is true that there has been a proliferation of other media options vying for the attention of UK kids, overall commercial TV viewing has remained largely constant over the last ten years, with the average child in the UK watching just over two hours a day. What has changed is the ability to take your onair message and drive even greater interaction through TV-related digital platforms, but the core of any successful kids targeted media is still TV.”
TOY FIRMS ALREADY WORKED WITH: Lego, Hasbro and Mattel, among others, have all run stand out campaigns with TMI this year.
WHY TMI...? “We work very hard to understand the needs of the toy industry so that we can tailor our delivery to meet those requirements,” says Mallandaine. “Add to that the fact that we have the number one commercial channel, family of channels and channel website for kids aged four to nine in the UK, and you can see why we are first choice for the vast majority of UK toy and game advertisers.”
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LICENSING KIDS TV
THE NICKELODEON NETWORK
DISNEY CHANNELS
Launched in 1993, Nickelodeon comprises seven entertainment channels for kids aged two to 12: Nickelodeon, Nick Replay, NickToons, NickToons Replay, Nick Jr, Nick Jr 2 and Nickelodeon HD. Premium viewing times are 4pm to 7pm Monday to Friday and 9am to 12pm at the weekends, with current most popular shows including Spongebob Squarepants, Dora the Explorer, iCarly, Penguins of Madagascar and new live action show, Victorious.
AVERAGE VIEWING FIGURES: Nickelodeon and NickToons average an audience of 125,000 across peak times, while Nick Jr averages 99,000 viewers during its peaks (source: Barb).
PROGRAMME HIGHLIGHTS FOR 2011: New episodes of Spongebob Squarepants, Dora, Victorious and iCarly are planned, while House of Anubis will be launching on Nickelodeon and Poppy Cat will be hitting Nick Jr.
ADVERTISING OPTIONS: TV spot advertising, programme and day parts sponsorship, digital media and event participation. “We also offer strategic partnerships that are developed specifically to provide advertisers with tightly defined target audiences with the most effective communications package, plus support smaller clients and newer brands that are launching national media campaigns targeting kids and families,” explains Kiaran Saunders, VP, commercial director, business development at Nickelodeon. “Confidence is generally returning to the advertising market place and we would summarise the climate in the kids market as one of cautious optimism.”
WHY NICKELODEON...? “Nickelodeon is a pre-eminent commercial kids and families broadcaster,” Saunders continues. “We are the number one kids commercial broadcaster in terms of share of kids’ commercial impacts (source: Barb) in 2010 and we have fantastic adult and parent audiences, too. We also have highly trained teams in-house and at Sky Media that understand our audiences and specialise in ensuring new or existing brand campaigns are deployed in the most effective way.”
The Disney Channel, Disney Cinemagic, Disney XD and Playhouse Disney make up the Disney offering. During Q2 (April to June 2010), Disney Channel reached a total of 8.9 million viewers aged four and up, of which 3.4 million were aged four to 15. This ranked the channel as number two for kids across the children’s competitive set. Meanwhile, Disney XD reached 2.7 million four to 15 year olds during the quarter, while Playhouse Disney reached 5.5 million viewers of which 1.9 million were aged four to 15.
MOST POPULAR SHOWS: Phineas and Ferb, Wizards of Waverly Place, Hannah Montana (Disney Channel); Suite Life of Zack & Cody, I’m In the Band (Disney XD); Jungle Junction, My Friends Tigger & Pooh, Handy Manny, Mickey Mouse Clubhouse, Little Einsteins (Playhouse Disney).
PROGRAMME HIGHLIGHTS FOR 2011: New episodes of a number of shows are planned including Wizards of Waverly Place, Jonas LA, Phineas and Ferb, Handy Manny, Mickey Mouse Clubhouse, Jungle Junction, I’m In the Band, Good Luck Charlie and Hannah Montana among others. In terms of brand new content, Fish Hooks and Shake It Up will be launching on the Disney Channel, along with original movies Avalon High, Lemonade Mouth, Sharpay’s Fabulous Adventure and 16 Wishes. The Avengers: Earth’s Mightiest Heroes and Pair of Kings are planned for Disney XD, while Jake and the Neverland Pirates, Minnie’s Bow-tique and Art Attack hit Playhouse Disney.
ADVERTISING OPTIONS: Spot ads (Disney XD only), competition spots/promotions, sponsorship, online and events. “We’ve worked with all major toy brands, with our expanding opportunities we want to build on all these relationships in 2011,” says Bobi Carley, commercial director, ad sales and promotions, at the Walt Disney Company UK. “We’re finding that the TV climate is certainly improving, although in times such as these when clients’ budgets are under some pressure, they need to make their budget work harder and smarter than ever before.”
WHY DISNEY...? “The breadth of reach and expertise which we can offer is unique in the kids and family marketplace,” Carley continues. “Leveraging the power of the content brands which we own (brands such as Disney, Marvel and Pixar), we believe that we can offer a unique proposition to advertisers – these brands and their associated programming give us a critical market advantage.”
NOVEMBER 2010
KIDS TV LICENSING
www.toynewsmag.com
GMTV KIDS
POP TV CHANNELS
Children’s output is guaranteed for 2011 on ITV Breakfast and CITV Breakfast, although programme names are still to be decided. The GMTV Kids output is currently made up of Toonattik (four to 11), Action Stations (boys, four to nine) and The Fluffy Club (pre-school). Toonattik has an average reach per weekend of 550,000 kids, The Fluffy Club has a weekly reach of 128,000 kids and 75,000 housewives with 0 to three year olds, while Action Stations has a weekly reach of 355,000 kids and 200,000 boys aged four to nine (source: Barb/InfoSys).
Four channels make up the Pop TV family in the UK. Tiny Pop targets two to six year-olds, with average viewing figures standing at 14,000; Pop is aimed at four to nine year-olds and averages 7,000 viewers; PopGirl targets girls aged seven and up and has 5,000 viewers; and Kix is aimed at seven year-old boys, with average viewing figures standing at 1,000.
MOST POPULAR SHOWS: Ben 10, Spongebob Squarepants, Scooby-Doo, Horrid Henry (Toonattik); Pokémon, Dinosaur King, Gormiti, Hero: 108, Bakugan (Action Stations); and Fireman Sam, Fluffy Gardens, Hi 5, Handy Manny, The Cat in the Hat (Fluffy Club).
PROGRAMME HIGHLIGHTS FOR 2011: Key shows for 2011 are still to be decided, however, the weekend output will continue to include key Disney shows – such as The Suite Life of Zack and Cody – as well as the likes of Phineas and Ferb, Spongebob, Ben 10 and Horrid Henry. Weekdays will include shows such as Pokémon, Gormiti, Dinosaur King, Bakugan and Hero: 108.
ADVERTISING OPTIONS: A full range including spot advertising, sponsorships, online display advertising and micro-sites, competitions and other advertiser funded opportunities. Spin Master and Chicco have been key sponsorship partners in 2010. “2010 has, thankfully, seen demand in TV advertising rise again almost to pre-recession levels,” says David Murphy, senior key account manager at GMTV Kids. “Clients are no more demanding than previously, but are much more sophisticated in what they expect from their advertising campaigns. They are certainly fully aware and briefed on what makes a 360 degree campaign and they expect us to have these opportunities available.”
WHY GMTV...? “We continue to provide some of the best shows for kids to view anywhere and, because of this, we continue to provide some of the highest viewing figures of any commercial channel in the marketplace,” Murphy continues. “We have a tried and tested reputation for delivering highly effective campaigns that see advertisers returning year on year. Changes that have occurred this year have seen much closer ties being created with the rest of the CITV family, creating new opportunities for advertisers that we will hopefully be able to further utilise in 2011.”
FIVE (MILKSHAKE) An average audience of a quarter of a million tune into Five’s popular pre-school block, with current hit shows including Peppa Pig, Thomas & Friends, Fifi and the Flowertots, Mr Men and Little Princess. Key shows coming up for 2011 include new episodes of Peppa Pig and Ben & Holly’s Little Kingdom, plus Bananas in Pyjamas. It’s also a popular destination with toy companies. The list of firms from the industry which have worked with Milkshake includes Mattel, Character, Flair, VTech, Hasbro, Tomy, Spin Master, Hornby, Worlds Apart, MGA, Corinthian and Hit Entertainment.
ADVERTISING OPTIONS: Spot advertising and broadcast sponsorship, plus online sponsorship of Milkshake.tv, video on demand pre-roll advertising, video player re-skin and online leaderboard display advertising. Milkshake is also putting together integrated bespoke campaigns including a special commercial to drive viewers to the Milkshake website to enter a competition. This is good for data capture, as well as lengthening interaction with the audience.
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MOST POPULAR SHOWS: Meg and Mog, Milly Molly, Toopy and Binoo (Tiny Pop); Oggy and the Cockroaches, Backyard Science, Tracey McBean (Pop); Saddle Club (PopGirl); Legend of the Dragon, Code Lyoko and Pinky & the Brain (Kix).
PROGRAMME HIGHLIGHTS FOR 2011: Hurray for Huckle, Kipper, Wild Animal Baby Explorers (Tiny Pop); King Arthur’s Disasters, Kids Detective, Invisible Network of Kids (Pop); Life with Derek, Pretty Cure (PopGirl); Rush TV, Batman of the Future, Ultimate Muscle (Kix).
ADVERTISING OPTIONS: A number of options are available ranging from straightforward advertising slots to specifically created programme and sponsorship opportunities. Online activity is also available.
TOY FIRMS ALREADY WORKED WITH: 2010 has seen Pop work with Tomy and Hasbro for the first time in the sponsorship arena, while a number of other toy companies work with Pop TV for traditional spots.
WHY POP TV...? “The main reason to advertise and promote brands on TV is to sell more toys; companies should use Pop TV as the channels are growing significantly,” explains Candida Jackson, sales director at Dolphin TV. “In August this year, we had a share of 16 per cent of the audience across all kids programming on commercial TV; in 2009 it was nine per cent, giving an increase of nearly 100 per cent. As this share is across all Pop TV’s channels, we can not only deliver large numbers but can also deliver targeted campaigns for particular kids audiences. This makes Pop TV a must-have channel group for both large and small toy businesses targeting kids in the UK.”
“TV is still the most effective way of marketing to children, but there are new opportunities that are developing,” comments a spokesperson for the Five sales team. “Video on demand is something that some clients are exploring and at Milkshake we are looking at combining our updated website with TV advertising to deliver a cross platform approach.”
WHY MILKSHAKE...? “Milkshake super serves the pre-school age range – we reach 25 per cent of all children aged four to six in a month – and is fantastic at reaching housewives with children aged 0 to three. It is worth bearing in mind that roughly a third of all children do not have pay TV, so Milkshake provides the perfect way of reaching them. “Our recent survey of mums showed that the fact that Milkshake is live, encourages participation and is seen as educational is a key factor of their endorsement of Milkshake. It also has less advertising than other commercial channels, which is seen as a positive – this means there is less clutter and it is more likely the advertising will stand out.”
NOVEMBER 2010
SECTOR GUIDE SPRING & SUMMER
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Spring watch Many suppliers are now beginning to preview their new ranges for the first quarter of 2011. Ahead of the raft of trade fairs, ToyNews finds out what the industry has planned… MATTEL Mattel will introduce a new Barbie segment in the new year – family. Products include the Barbie Sisters & Furniture Assortment and the Barbie Strollin’ Pups play-set. New spring movie, Barbie A Fairy Secret, will be backed with a range of transformation dolls and play-sets. Barbie Fashionistas will see a series of new webisodes created. The new Barbie Fashionistas Swappin’ Styles dolls can change their look at the push of a button on the dolls’ back. The new Barbie Cut ‘n’ Style Princess allows girls to cut and style Barbie’s hair and the Glitter Vacuum means girls can customise Barbie and cleaning up is part of the play. In 2011, Mattel will celebrate five decades of Ken. The anniversary will be supported by a marketing programme. New products include Shaving Fun Ken and Sweet Talking Ken. Monster High will be boosted with accessories, plush and electronic items. Polly Pocket gets a new look and CGI animated content. A new website will form part of the marketing and PR. The Polly Pocket Magic Fashion Photo Booth lets girls dress Polly in a snap thanks to patented Pop ‘n’ Lock technology. Polly’s new Goodie World play-set and collectable statement Cutants are also key.
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The release of Disney’s Tangled will be supported by a Rapunzel collectable assortment and Rapunzel Mini Doll Magical Tower Play-set. Core Disney Princess dolls and play-sets continue, with refreshed detailing on the Sparkle Princess collection and extension of the Princess Connectable Castles line. The Hot Wheels product line-up includes a new addition to the Colour Shifters collection, with the Bubble Blast carwash play-set joining the range. Custom Motors will see new additions including the 3 in 1 Power Sets and the Deluxe Action Pack. Matchbox’s Skybusters collection adds the Airport Hanger Play-set, which unfolds to reveal a mission control tower and helicopter landing pad, six airliner stalls for the Sky Buster planes and a carry handle.
Toy Story 3 Jet Pack Buzz remains in the spotlight for 2011. The New Year will also see new vehicle assortments and four different vehicles. Mattel will also showcase new characters and scenes from the Cars 2 movie. The WWE line-up launches the new Mini Rumblers collection. Key play-set, the Blast and Bash Battle Ring comes with flip panels. Joining 2010’s Flexforce range, TV driver, the Launchin’ Entrance Ring features a spring-loaded platform. The new Riptiles join robotic dinos Screature and Terrordactyl in Mattel’s Prehistoric Pets collection. New figures are due for Batman: The Brave and the Bold, as well as a Batmobile. News is also due on The Green Lantern. The Games division will see activity around Pictionary, Scrabble and Uno.
LEGO The Lego City range will continue to offer classic expandable play themes in 2011 including Police and Space – complete with NASA backing. The biggest launch for the company is its own IP – Ninjago, a new ninjabased theme including a spinner game and play-sets – all designed within a ninja universe of good versus evil. Following the success of Atlantis, Lego Pharaoh’s Quest is another new independent play theme for 2011, fusing a mythical Egyptian theme with fantasy creatures, Gods, icons and sets. The range will launch with six sets, including the Scorpion Pyramid. Lego’s board games brand has seen the firm become the second largest manufacturer of children’s games in the UK. Players can change the format, using the Lego pieces and the build-able dice to create a new challenge. Five new games will be unveiled in January 2011 – Ninjago: The Board Game, Sunblock, Go Bananas, Frog Rush and Ramses Return. Lego Star Wars has grown into an evergreen and 2011 will see an expansion of the universe, including novelties and well-known redesigned best sellers.
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Building on the launch of Lego Minifigures in 2010, two new Minifigure series will be offered in the first half of 2011. Each minifigure comes in a sealed mystery bag.
Hero Factory is a priority for 2011, receiving high levels of marketing support including three new 22-minute CGI cartoons. The brand introduces the villains of the universe. The heroes
benefit from an improved building system and the development of three combi-models – allowing two heroes to be combined into a larger hero. 2011 will bring more realistic models, life-like functions and challenging builds to Lego Technic. The Backhoe Loader is set to be a key line – controlled by new mini-linear actuators, the model can be rebuilt into a log handler. 2011 will also see the launch of toys inspired by the Disney Cars franchise. Cars 2-themed construction sets will be available in both Lego and Lego Duplo from May 2011. January 2011 unveils new products for Lego Racers. An air-stomper power source has been introduced to four new vehicles, in addition to four new Tiny Turbos. At the same time, the 2011 Creator collection offers a wide range of options across the 3-in-1 concept. Duplo will introduce more sets to its Bricks & More portfolio, alongside themed play-sets and vehicles. March welcomes the Winnie the Pooh line and with the release of the new movie in summer 2011, the Lego Duplo sets are poised to benefit from this new focus.
NOVEMBER 2010
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HOBBIES, GAMES AND TOYS FOR KIDS OF ALL AGES
SECTOR GUIDE SPRING & SUMMER
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BANDAI Bandai’s boys focus for spring 2011 will centre around Ben 10: Ultimate Alien with new refresh characters to collect across all the figure ranges. New products for spring include Nerikeshi Alien Heroes – create slime alien figures by adding water and the unique powder to the alien mould inside the Ultimatrix. The Ultimate Echo Echo Arm is a new role-play item based on the new Ultimate alien character in Ben 10. Push down on the handle and fire light-up discs. New Armouron Accessory Sets customize the Action Sets further, including the Leg/arm Accessory Set, which will allow children to complete their outfit. On the girls’ portfolio, Harumika will be the key highlight as the creative range continues to be refreshed with more ideas and design options for dressing their mannequins.
08456 028782 Bandai will be supporting the brand with more dedicated TV advertising, in-store displays and demonstrations, as well as encouraging girls to upload their creations to the Harumika website. The new Style Studio case, meanwhile, stores everything needed to make new designs for the catwalk. In the pre-school category, Tinga Tinga Tales will build on its 2010 launch by introducing more plush characters into the range, including Tortoise and Tickbird which both play the Tinga Tinga Tales theme tune when squeezed. The new musical instrument collection will also be joining the collectable figures and bath toys. With the second series of the CBeebies programme scheduled for the end of January, it’s shaping up to be a busy season for Tinga Tinga Tales.
TOMY
Teacup Piggies are interactive toys based on the real-life craze for micro pigs – tiny pet pigs. At a fraction of the cost and with their own unique personalities, Tomy’s range of six Teacup Piggies is aimed at girls aged six and over. Each Teacup Piggy comes with a teacup, birth certificate and feeding bottle, and will oink, giggle and say 25 phrases as girls play. Tomy is also launching dress up outfits for the Teacup Piggies and a Showtime Limousine, with further accessories to follow. For Harry Potter fans, adding to the range of action figures, role-play and electronic items launched for the first installment of the Deathly Hallows movie, Tomy will be introducing a new Illuminating Wand Pen. Styled in the form of Harry Potter’s wand, the ballpoint has a glow of LED light, which beams onto the paper, as you press down to write. Tomy’s infant range is welcoming back the updated Big Loader.
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Previously one of Tomy’s leading preschool toys, it has been revamped for 2011 as the Big Auto Loader as part of the Play To Learn range of developmental toys. Suitable for children aged three and over. The Big Auto Loader swaps vehicles to load, fill, scoop, haul and dump its cargo of rocks. Following on from Splashy the Penguin and Swim n Sing Turtle, Tomy has extended its range of bath toys. The AquaFun Paddling Pup is suitable for children aged 12 months and above. Pull the ball away from the puppy and watch as he paddles through the water chasing after it. Another new bath toy for 2011 is the Bathtime Bear, which comes apart ready for bathtime. The bear’s head can be used as a squirter, while its shirt and pants can be pulled apart and used as cups to pour water. Bathtime Bear’s feet can be used as a shower allowing children to sprinkle the water through them. Suitable for 12 months and above.
01628 535000 For girls, Zoobles will launch in January. Party Animals will be added to with new bears and accessories, available all year. Two new lower priced Liv ranges will be available for spring in beachwear and casual eveningwear. Award winning Moon Dough, will launch three new play-sets – Bunny Tree, Ice Cream and the TV advertised Magic Zoo with walking animals and new popper moulds, while the current Moon Dough range continues to be available. Moon Sand Destruction joins the construction range and the Candy Factory is the new addition to the girls’ Sweet Delights collection. New Bakugan Gundalian Invaders introduces unique heat reveal codes on all Bakugan, allowing kids to battle online in a new MMOG – Bakugan Dimensions. In addition, the new lines include Battle Gear, Super Assault and a further 36 new transformations, backed with a TV campaign. Air Hogs new products are at lower price points in the spring and Tech Deck has new P-Rod (Paul
Rodriquez) licensed ramps and parks, plus Tony Hawk endorsed Build-a-Park including a Tony Hawk licensed board. Star Wars collector tins and beanz are available in the Mighty Beanz range and the Flip Track will be available as a Light Sabre. Following the launch of the Tron: Legacy range supporting the Disney film launched in December, available in spring are new figures and vehicles (including the Light Jet) and the Ultimate 12” Sam Flynn figure with Impulse Light Projection and weaponry and accessories.
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SECTOR GUIDE SPRING & SUMMER
CORINTHIAN
There are two new additions in 2011 to Corinthian’s collectable range, In My Pocket. First will be Puppy In My Pocket Enchanted Valley. The line will offer girls the chance to own miniature fuzzy figures of mythical creatures such as unicorns and fairies, as well as the traditional puppies. Each pack will come with miniature storybooks containing tales of how the animals and creatures found themselves in the Enchanted Valley. The next instalment will be Rainforest In My Pocket. Featuring colourful animals such as toucans, anteaters and chameleons. Both lines will follow a similar pattern as Puppy, Jungle, Pony and Ocean In My Pocket, which is now familiar to retailers. There will be various animal packs within each range each containing four flocked figures,
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along with the family packs. In addition, the Rainforest range will include four newborn packs containing little Rainforest baby animals. All the newborns, animal and family packs will now come in environmentally friendly reusable packaging. In a first for the range, the firm is also introducing single bags, each containing just one flocked figure. To support the launch of Puppy In My Pocket Enchanted Valley, there will also be a Mushroom Hut play-set, which will come with an exclusive Teddy Bear family with wings. Rainforest In My Pocket will be supported by a Gorilla Hut complete with Gorilla Mum and three babies. In addition, Corinthian will be launching a new series of Ocean in My Pocket with colour change capabilities and Baby In My Pocket triplets.
MEGA BRANDS
Dragons Universe sees the biggest ever Easter TV campaign for the brand. New products include Dragons Riders and land based vehicles. As well as introducing new QR technology, all packs will feature CDs for kids to virtually explore the dynamic Dragons Universe. The Dragons microsite will be developed focusing on an interactive game, including 360-degree views plus downloads and a forum. The Halo franchise celebrates its tenth anniversary in 2011, and spring sees the launch of a new range of mini figurines. New Halo construction products will include the Brute Prowler, Green Wolverine and Field Terrain sets. A new addition to the Micro Bloks range is Blok Squad, toys that allow children to build vehicles and figures of their heroes in classic recognisable themes including police, fire, construction, army and space.
LEARNING CURVE Following the launch of Learning Curve’s Chuggington die-cast and interactive play-set collections this year, 2011 will see the addition of further new characters from series two of the CGI TV programme, themed vehicles, track expansions and trackfocused play-sets. The range is the result of a strategic global development programme for the company, which has produced a range of toys to the consumer and the toy market as a whole. Aimed at two to six year olds, both ranges have been developed to deliver action-packed train play, while reflecting the key destinations and core developmental messages of the CGI series. 2011 will see 20 new items for the die-cast and 15 for the interactive collections at the beginning of the year. Both ranges will be supported by a heavyweight TV advertising campaign. The Thomas Wooden Railway System from Learning Curve offers a premium quality range, while encouraging traditional role play for toddlers to bring their very own Island of Sodor to life. Four new characters from the latest DVD release – Misty Island Rescue – will launch in Q1 2011, including Ferdinand,
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New products in the Thomas and Friends range include the Logging Camp, The Great Waterton and Sodor Steamworks. Mega Bloks is planning to launch new products, such as the Scoop and Build Buckets, while continuing to offer value, endless build opportunities for pre-schoolers and a great storage solution. Building on the success of its preschool ranges in 2010, Mega Bloks will continue to run a PR and marketing campaign into 2011, including continued sponsorship of Mother & Baby Big Heart Awards, as well further advertorial and editorial promotions with the magazine. Mega will also be focusing on deepening its presence among the online community, focusing on the interactive Mega Bloks website, new mobile apps and also Facebook, Twitter and YouTube.
01392 281900 2011 sees the introduction of new play focused items at lower price points to the Britains range. The extended range will see the introduction of implements, accessories and animals along with two new building sets. New tractors from Case and John Deere will be introduced in spring 2011, plus two new grain and silage trailers, the new JCB 3CX and a new JCB handler. The pre-school range of 1:16 scale farm/construction model replicas, Britains Big Farm, continues to grow with six new lines launching, including a mini excavator, ATV quad bike and cattle trailer.
Bash, Dash and Captain. Eight characters will also be re-introduced, including Skarloey, Duncan, Devious Diesel, Arthur, Toad, Fergus, Box Cars and Sodor Dairy Cars. There will also be two new destinations – the Thomas & James Starter Set and the Battery Operated Figure Eight Set (which includes an exclusive Sir Topham Hatt Stop ‘n’ go signal), two new destinations – Old Wheezy Slinging Crane and the
Captain’s shed from the DVD release, a new bridge – Shake Shake Bridge, a tunnel – Misty Island Secret Tunnel, and two sets – the Thomas & James Starter Set and the Battery Operated Figure eight Set, which includes an exclusive Sir Topham Hatt Stop ‘n’ Go signal.
SECTOR GUIDE SPRING & SUMMER VIVID IMAGINATIONS
Vivid moves into spring after a strong 2010 driven by Crayola, Animagic, Toy Story 3 and ZingZillas. For 2011, the range will be developed further with new brand introductions and innovation on core lines. Little Charley Bear, the latest Chapman Entertainment pre-school property, launches on CBeebies postEaster. Vivid will introduce a full line of plush, puzzles, games and collectables, targeted at two to four year-olds. Major TV and press support will kick in for June. The ZingZillas toy line is extended for spring with Play Tents and Space Hoppers for outdoors. For indoor play, Zak’s Banana Car will be the new TV line with additional new games, plush and puzzles coming onstream. TV advertising support for five toys will start in February and run throughout the year. Timmy Time has been highlighted by NPD as a top ten new property this year and the upward momentum will be sustained by new bath toys, Giggle Belly and new Easter TV line, Lulla-bah Timmy. New TV advertised Roary play-sets will launch from February, along with new jigsaws and additions to the friction cars line. Existing product, Loada Transporter, will also feature in promotional plans. Spring sees the introduction of the award-winning outdoor range to the Crayola brand, which has been selling successfully in the US for over five years. The UK launch of 3D Chalk, Spira-Chalk Blaster and Activity Sets will be TV advertised from Easter. New additions to Colour Explosion, Colour Wonder and Beginnings ranges will also be supported on TV and Parenting Press. Creations, Crayola’s girls
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lifestyle art and craft range will be revamped with a new pack look and over ten new products. New Cars 2 and Disney Princess sets will also be added. Vivid’s outdoor range for spring features three new TV lines. The flying toy Yo-Be has been a global success for Toy Quest internationally, and will be supported by TV. Splash Zone, a range of water toys, launches with TV support starting in May. VX Shark, the trick scooter launched in 2010, will be TV advertised from Easter. Moshi Monsters, the online game, will be launched into the toy aisles in January. Targeted primarily at girls, Moshling collectables are the entry price point, followed by Back Pack Buddies and Moshing collectable soft toys. Talking Moshi Monsters will feature in a range TV commercial due to start late January. Teeny Little Families’ brand launch in 2010 will be augmented in spring with new collectable play-sets, all featured in two new TV commercials airing from February and running across the year. A new Disney Cars 2 plush line will be introduced post-Easter by Vivid. Similarly 100 per cent refreshed, Winnie The Pooh and Disney Baby plush ranges are available from January and continue to deliver safe, well-priced perennial business growth for Vivid retail customers. After a strong start with Toy Story and Cars, Vivid’s own developed Klip Kitz range will be expanding into the Cars 2 brand with ten new lines. The Toy Story range will continue. The Klip Kitz range will be TV, press and PR supported throughout the year with new a TV commercial to support the Cars 2 range.
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SECTOR GUIDE SPRING & SUMMER
MECCANO Meccano is expanding its offer with the launch of three new collections, alongside new additions to existing ranges. Space Chaos, set to arrive early next year, is a variety of space vehicles each with their own unique powers. Children from eight years and over are invited to build their own space ships and take part in a galactic battle between the baddies, Black Pirates, and the goodies, Silver Force in a quest to save the Green Crystals which give infinite power to the universe. The new collection includes drones, patrol vehicles, raiders and bombers. Another new range for 2011 is Turbo, a selection of racing cars, which are packed in a storage case, part of which forms the vehicle’s chassis. The fourstrong collection offers two smaller kits which each build one model and two larger kits each building two models. The Turbo range will be available from early 2011 and is suitable for children eight years and over. Following the launch of this year’s award-winning Xtreme collection, Meccano is launching an assortment of micro kits as introduction to the range. There are three kits to choose from, each containing more than 40
01869 324956 parts to build one brightly coloured vehicle using the innovative threaded assembly method, which requires no nuts. The day-glo colours and chrome effect metal blend together to create a new look appealing to its core audience – children aged seven and over. An explosion of new sets are to hit Meccano’s Build and Play range during 2011. The latest items adopt a new easier construction mechanism of clipping screws, a change from the range’s traditional nuts and bolts system. Build and Play Dinos is a brand new collection under the Build and Play umbrella, aimed at five years and up. It offers a selection of three traditional dinosaurs built using flexible parts. Collect them all to build a bonus model. New additions to the Build and Play range also include the Mini Build and Play Plastic Case. Each of the sets builds two vehicles and comes in its own carry case. There is also the new Build and Play Bulldozer, Side Car and Buggy sets, which each build a number of bright cartoon-style vehicles. All sets include tools and a full colour, step-by-step instruction leaflet.
FLAIR
Pre-school and creative play come together with the licensed collections from Flair featuring some new additions for spring 2011 The new Thomas & Friends Making Tracks Dough Set allows kids to push the Thomas Roller through the coloured dough to make a train track to ride on. Then they can connect the Troublesome Truck to Thomas and place under the hopper extruder, where it will be ready to collect the extruded dough. This set will be a key line in the growing licensed dough collection from Flair, which also includes
HTI
0208 6430 320 Thomas & Friends Dough Stampers and the Chuggington Dough Set. The Remarkables collection has seen growth through 2010 and includes Colour and Draw Activity Mats in both licensed and generic versions. Little ones can create drawings on the mats using any washable marker pen. The ink can then be easily washed away under the tap, ready for more drawing. New for 2011 will be the Remarkables Travel Mats, a portable version of the original in a plastic pouch with carry handle. The mats have been specifically designed to fit on a pull down table of an airplane. Continuing the travel theme, an addition has been made to the Mini Doodle Fun series as In the Night Garden is joined by Thomas & Friends. Open up Thomas to reveal the mini magnetic drawing screen which can be drawn upon using the scribbling tool that actually forms part of Thomas’ funnel.
01253 778888 HTI is introducing new spring summer 2011 lines featuring a range of licences. Supporting the UK’s highest grossing animated movie of all time, HTI is extending its range of Toy Story wheeled toys and patio furniture. New SS11 items include the Toy Story Quad Skates, Trike with parent steering handle and removable safety bar, and Wide Ride Scooter with colourful character art, easy grip handles and an extra wide printed footplate. HTI’s Peppa Pig range continues to grow from strength to strength. The SS11 line plan includes a new breakfast set featuring kettle, toaster and two slices of toast, plus cups, plates, knives and spoons. For a cupcake party with Peppa, the firm is also introducing a three-tier cake stand and cakes set. New wheeled toy designs for spring/summer include Chuggington, Handy Manny and Spectacular Spider-man. HTI is also introducing new Barbie wheeled toys, including Helmet and Protection, Quad Skates and Inline Skates. This is in addition to the range of Barbie inflatables, outdoor toys and pocket money summer lines.
Also for the girls’ market, HTI will offer a range of Disney Fairies summer inflatable, outdoor toys and wheeled toys for 2011. HTI will launch a new range of Ben 10 Alien Force inflatables, outdoor toys and pocket money summer lines for spring/summer 2011. Also new is a Disney Cars children’s furniture line featuring an Oval Chair, Patio Chair and Patio Set. There will also be a new addition to the range of JCB toys. With a focus on inspiring imaginative, construction themed play, the new Foot to Floor Ride on Tractor with detachable trailer provides kids with active play. The Hello Kitty range is joined by a new Wide Ride Scooter with extra wide footplate for maximum impact of graphics. Also new for spring/summer is a Hello Kitty Pogo Stick, Porcelain Tea Set and Tea Set in Hamper. HTI also offers Floaties, the range of safety conscious products, which supports children in the process of learning how to swim. The spring/summer 2011 line exclusively from HTI includes armbands, a swim ring, baby swim seat, swim vest, kicker and bubble set, kickboard and back float.
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GOLDEN BEAR Spring/summer 2011 sees Golden Bear add new products to existing lines and take new licences on board. Following on from the launch of Ben and Holly’s Little Kingdom in autumn 2010, the range will be extended with brightly coloured stick-on felts and wooden dominoes. For the young JCB fans, a book and pullback gift set has been introduced to the My First JCB range. Lines have also been added to the Peppa Pig range, with a variety of felt sets and paint your own money boxes, encouraging creativity. Having become the master toy licensee for the London 2012 Olympic Games, Golden Bear will be extending its range of plastic and plush products of the official mascots – Wenlock and Mandeville – in 2011, with further lines being added in the run up to the tournament.
VTECH The new Musical Tambourine from VTech is aimed at three months and over. Press the button on the rattle to activate melodies, shake to play sounds and the motion sensor triggers three flashing lights to teach 1-2-3. The new Toot-Toot Trumpet for kids aged six months and over features a mini trumpet with three light-up buttons that play musical notes. Blow and shake the trumpet for sound effects and music. Caterpillar Concert, suitable for age one and over, can be pushed and pulled to play the accordion for music or press the five piano keys to introduce music, numbers and colours. The brightly coloured toy also has a light-up antenna and two modes of play: music and learning. New to the electronic bath toy range is Splash and Learn Duck (six months +) and Splash and Squirt Elephant (12 months +). Featuring moving nonelectrical feet for manipulative play, the Splash and Learn Duck also includes a light-up button, which plays melodies. The new 3-in-1 Zebra Scooter (18-36 months) joins the Animal Fun family for 2011, with press advertising starting in the spring. The toy transforms from a walker into a ride-on and also into a scooter. The electronic learning panel
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MV SPORTS
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Golden Bear has also secured the rights for a Chuggington arts and crafts. The new collection will be launched in the spring with the Chuggington Mini Sketcher.
The Ben and Holly’s Little Kingdom range is a collection of trikes, bikes and scooters, which includes a Fairy Wings range. Meanwhile, an exclusive cuddly Monkey range is available from MV for Tinga Tinga Tales. The classic trio of Thomas, Bob and Fireman Sam are refreshed with new CGI graphics and MV has revived all ranges with new concepts The Angelina Ballerina range starts from a trike all the way through to a 14” bike and comes with shimmering Angelina graphics and rainbow tassels. The bike lets girls take a doll for a ride in a doll carrier. Rounding off the girls offering is Moxie Girls.
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teaches colours, animals and habitats with encouraging phrases, flashing lights and more. Children can also attach the compass, torch or walkie-talkie. Also new to the Animal fun range is the LightUp Chameleon (18-36 months), a brightly coloured toy with shape buttons for phrases, songs and melodies. As well as these additions to the range, VTech will be introducing additional software for Storio, the interactive e-reading system, and MobiGo and will be adding toys to its Disney range including the Pooh Mobile Phone and Pooh’s Adventure Book.
RAVENSBURGER
For spring/summer 2011, Ravensburger will be building on its Discover and Develop range of games and puzzles by introducing two new games and a new product category. The new games are Snails Pace Race and Rivers Roads and Rails. Snails Pace Race has been a cornerstone of Ravensburger’s range for many years, but it has now been updated with new graphics and packaging, resulting in a fresh contemporary look that highlights the product benefits. Snails Pace Race is an ideal first game for young children, thanks to the combination of simple game play and robust materials and game components. Rivers Roads and Rails is another tried and tested game from the Ravensburger stable, where players use cards to build an ever-changing
The collection includes scooters, skates, skateboards and bikes with floral decals, shimmering streamers and a secret scooter with beauty accessories. MV’s boys offering kicks off with Ben 10. The new range based on the Ultimate Alien series will continue the success of its predecessors. Doctor Who and The Clone Wars will also be introducing new lines. Additions include a movie graphic Clone Wars 14” bike and new scooters for both properties. MV’s line-up of new movie licences finish off the portfolio of products for spring/summer, with new lines from the likes of Transformers 3, Thor, The First Avenger and The Green Lantern.
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pattern of waterways, roadways and railway tracks. The 140 illustrated cards ensure a different track every time the game is played, with the product helping to develop observation, matching and logical thinking skills in children aged five and upwards. Also new to the Discover and Develop range are three sets of flashcards – designed to help children develop their object identification, reading, spelling and counting skills. Each set of flashcards contains 50 double-sided cards, and is suitable for children aged three and over. Ravensburger will also be focusing on strengthening its core properties with increased development across many key licences, including the Disney Rapunzel range, which includes a range of puzzles and games.
SECTOR GUIDE SPRING & SUMMER
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MAPS TOYS
Toobeez from Maps Toys is a life-sized construction toy that connects together using brightly coloured interlocking plastic tubes and spheres. Each piece can be linked together to create anything from tents, boats, playhouses, even goalposts. Toobeez contains 57 pieces, as well as four pieces of coloured fabric, which can be used to cover tents, make flags, doors, etc. The construction toy is easy to clean and
GREAT GIZMOS
01483 776006
can be taken anywhere with its own carry bag. It can be used indoors or out and is suitable from birth. For construction play on a smaller scale, meanwhile, EZ Fort is also available from Maps. Based on the spheres and tubes of Toobeez, EZ Fort can be used to build dens, forts, playhouses and more. Maps Toys will be launching further products for 2011 at London Toy Fair in January.
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WORLDS APART
Worlds Apart’s focus for spring/summer 2011 remains on its core toy categories, but the company also has plans for growth within its home division, with the introduction of several new licensed and generic children’s bedroom furniture ranges. The firm will introduce pop up seating and storage products, plus the Go Glow Light with Projector, all themed with preschool licence, ZingZillas. The Hello Kitty collection will also be expanded, with bedroom accessories such as a memo board and magazine rack being launched. Also, following its plush Toy Story Alien Go Glow Pal, Worlds Apart is launching a Hello Kitty Go Glow Pal. New home ranges for spring/summer 2011 include the Disney Princess and
JOHN CRANE
Great Gizmos has a range of new craft and science kits arriving this spring including eco-friendly projects and construction creations. The new Design Your Own Kite and Umbrella kits will launch in spring. The first is a traditional kite design, which is ready to paint and has everything included to create a kite. Similarly, the Design Your Own Umbrella kit will brighten up rainy days with a bespoke rain cover that comes straight from the box ready to personalise. Many kits have joined the Science Museum endorsed collection, including projects to educate young minds. A good example is the Bubble Robot kit,
which is easy to construct and once built, will squirt a stream of bubbles. Everything to complete the robot is included in the box, together with detailed instructions. Furthermore, Great Gizmos construction range Zoob has joined forces with Science Museum to bring kits with a twist to the market. Modelled on the nucleotides that make up DNA, Zoob makes a perfect partner with the Science Museum brand and the new sets will offer kids the opportunity to construct many models. For example, the new Racers set contains 37 Zoob pieces, four high-performance wheels, tyres and axles, plus instructions to make nine different vehicles.
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Cars Grow with Me bedroom collections which adapt in order to grow up with a child. Licensed Light Up Headboards and Mid-Sleeper Tent Packs are also new and the company recently secured the MDF furniture licence for Thomas and Friends. The Pop N Fun toy category will see three new feature tents for spring/summer. The Rapunzel Turret Tent, a four-piece Thomas Feature Combo Tent, which includes Thomas, Annie and Clarabell and Cranky Crane with arm hole, and the three-piece Disney Princess Carriage combo will be added. Worlds Apart will support its new home and toy ranges with marketing and PR support during the spring/summer 2011 period.
01604 774949 John Crane is giving its First Bikes a mini-makeover in spring 2011.There will still be three versions available, the First Bike in pink, decorated in hearts and flowers, the racing red version, with scarlet swirls decorating its wheels and the version in a smart, royal blue. Each First Bike has a padded seat to ensure a comfortable ride and all come with easy grip handlebars. The pneumatic tyres make for a safe ride and give the First Bikes a grown-up feel. Each wooden bike has height adjustable seats and a carry handle. The spring 2011 refresh includes the addition of a bell and the bikes will swap allegiance and become part of a new range by the company, the launch of which will be at Toy Fair.
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SECTOR GUIDE SPRING & SUMMER
SCHLEICH
Schleich’s play worlds will be extended, with scheduled January 2011 launches bringing a number of new figures for the animal worlds. The Wild Life and Farm Life collections will see the largest intake of animals – including several new breeds and additional members to existing families. New human figurines and accessories will also be added.
JAKKS PACIFIC Jakks Pacific’s Creative Designs International division (CDI) will see extensions to its Disney collections in 2011 including a refreshed range of ruffle styled tiaras, wands, purse and jewellery sets. Based on the character from new film, Tangled, Colour Me Pascal is a plush toy that can be coloured in with four washable mood markers. The plush’s fabric is washable, so the toy can be coloured and decorated again and again. There is also a host of play-sets to chose from, including a Rapunzel Bag Set, Slippers, Tiara Jewelry Set, Hair Tote Set, Rapunzel 28” long Wig with light up flower and larger items such as a Vanity Table, Light Up Lantern and Musical Birthday Brush Set. The Disney Fairies role-play collection will be extended. The Disney Fairies Vet Care Kit assortment includes a plush animal with a deluxe carrying case. Each kit includes veterinary equipment such as an ear scope, thermometer, water bowl, prescription pad, syringe and stethoscope. CDI’s Disney pocket money collections continue to grow and for spring 2011, the range has been extended. The range includes licensed wands, cell phones, car keys and cameras, with characters including Handy Manny, Cars and Toy Story or Phineas & Ferb’s Mini Skateboards, Giggle Heads, Sticky Handinators and Backpack clips and Lava Balls.
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New additions to the Farm Life animals include geese, rabbits, cats and a selection of new horses. Transport for the Farm Life collection continues to grow with a new tractor and an ATV with trailer, both of which come with drivers. Wild Life on the other hand, has more worldwide characters joining the line-up in the form of the Arctic fox, African buffalo and a giant tortoise.
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Alternatively, Jakks Pacific’s Club Penguin toy collection, based on the Club Penguin online community, is being expanded with new ten-inch Jumbo Puffles, key chains and vinyl figures. All products are being lined up for a spring launch. The boys’ collections from Jakks Pacific will also be extended for spring 2011. Real Construction’s new lines include a Leather Man Tool Set and Pump Action Nail Gun. Plus, after another strong debut in 2010, Spy Net will deliver new lower priced spring lines to extend the brand including the Flash Light Periscope and Wrist Firing Message Shooter.
HABA
New for spring/summer 2011, Haba has combined its wooden toys with sounds to create a range of musical instruments. Kids can experiment with sounds and more effects can be generated with acoustic blocks. Designed so that the volume is suitable for even the smallest child, children can learn to distinguish sounds, develop a feel for rhythm and develop their speech skills. The range includes a Magical Sound Flute with a moveable stick, which changes the sounds as it moves up and
MOOKIE
Spring will see a new programme for the Tailball brand from the makers of Swingball. Also Mookie will introduce a new soccer Swingball range. Following the soft launch in 2010, the Tailball campaign and PR programme will commence. 2011 will see the launch of a new Tailball microsite and Back the Bid campaign – which is a tongue-in-cheek campaign to launch a bid for Tailball to become an Olympic sport. Tailball will be entering the first phase of its in-school campaign, encouraging the game to form part of the school PE curriculum as well as sports days. Designed as a progression to shuttlecock play, the unique Tailball streamer slows and stabilises flight, making rallies, striking and catching easier. Each of the Tailballs comes in a protective container and will be available in two sizes; light and extreme.
0161 304 9555
down, plus a Metallophone with pentatonic tuning and a beater. There are also two Sound Workshops available – small and large. The Small Sound Workshop contains everything needed to explore sounds, chimes and tunes. The four instruments included are made of beech wood comprising a mini magic sound flute, drum, mini glockenspiel and beater. The Big Sound Workshop contains 12 pieces – also all made of beech wood. This set has the addition of castanets, acoustic blocks and a rainmaker.
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Various games will include the Tailball Back Pack Attack, Tailball Extreme, Tailball Light, Tailball Flyer and the Tailball Rocket. The spring PR launch will be supported by a national press campaign and a TV advertising campaign with over 800 TVRs across GMTV and satellite channels. Soccer Swingball is designed for goal keeping practice and soccer needs. The game comes in striking packaging and the range consists of Swingball reflex Soccer, the new base Soccer Swingball, soccer training set and soccer training belt. 2011 will see the addition of a 2-in-1 goal, a soccer bib set and a new soccer weaver set. Lines will be available in stores across the UK from 2011. Mookie’s core generic range is listed in all major retailers and the company will continue to support its outdoor toy and wheeled collection with ongoing PR and marketing activity.
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SECTOR GUIDE SPRING & SUMMER
BIGJIGS
The sturdy new wooden balance bike is a good forerunner to a pedal bicycle, encouraging children to develop balancing skills, while giving them a taste for the independence that comes with having your own transport. For an alternative mode of transport, crocodile footwalkers are part of a range of mini-stilts including tigers’ paws and giraffes’ hooves. Little ones can use the ropes to help them learn how to stilt-walk, practising balancing and coordination skills along the way.
ESDEVIUM GAMES
The biggest release in the spring/summer 2011 catalogue for Esdevium Games is the new chapter of the Pokémon trading card game. Next year sees the reboot of the Pokémon franchise’s marketing machine, with the fifth generation of the game releasing. The new Pokémon will be showcased first in two new video games. Nintendo will be releasing the titles as both a Pokémon Black version
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Bigjigs’ new wooden garden magnifiers can help kids get to grips with insects. They could also be used to track the progress of flower or vegetable seedlings. Brightly painted on wildlife themes, the magnifiers are part of a wider range including a bug box and net. The Bigjigs Toys range is fully tested and features established products and newcomers alike, from train sets to toasters through to tabletop theatres.
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and a Pokémon White version; together making up Pokémon: Black and White. The new trading card game will be launched soon after. The last time Pokémon released a TCG on the back of a new video game, Diamond & Pearl in 2007, sales of the trading cards tripled, showing the release of video games to be a huge driver for the brand. The new TCG is based on the new characters in the video games.
HALILIT
The Double Size Picnic Mat from TAF toys helps keep small children entertained while outdoors. The mat measures 180cm x 135cm and has a water resistant bottom to keep kids dry when playing on the grass. The soft, coloured upper surface is decorated with jungle characters designed by French illustrator Alain Crozon. A few of the illustrations are in black and white in order to enhance the visual development of very small babies, while most are in bright colours. There are giraffes, zebras, monkeys and tigers, plus butterflies, bugs and bats among the trees and flowers. The TAF Picnic Mat is washable, comes in a carry bag and is suitable from birth.
INSPIRED GIFTS AND TOYS
IGT is launching a range of 17 outdoor products called Crocoroo in 2011. All Crocoroo products are manufactured from tough but soft Neoprene and made with heavy duty stitching for allweather handling and durability. The products feature raised graphics for maximum grip, even when wet. Neoprene repels all moisture, which
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The TAF Toys Developmental Walker features four toys in one – a baby walker, a sit ‘n’ ride, a pull-along wagon and a toy box. When used as a walker, the padded handlebars, with their horn and key, lock into place to support baby’s first steps, but can be pulled upwards to transform the walker into a pull-along wagon. The seat doubles up as a toy box and has an opening lid. There is also a detachable back support for when the toy is being used as a sit ‘n’ ride. The Developmental Walker is made from strong moulded plastic, which makes it suitable for outdoors and is designed for children of nine months and over.
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makes the product durable, soft, safe, lightweight and high performance. Available in three patterns and colours. Some of the products being launched include Skimeroo – a ball that bounces on water; Superdisc – the new Frisbee; Slingball; Skip n Splash; Grip Ball; Beach Tennis; Footbag – Hands free foot juggling and Bat Ball.
© Disney/Pixar
*NPD, Vehicles Supercategory 2006-YTD 2010, £RSV
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SUPPLIER FOCUS: WIND DESIGNS
Winds of change New(ish) kid on the block, Wind Designs, is gently, but successfully breaking into the toy market. Katie Roberts went to meet Director, Phil Jones, to find out how the firm’s toy strategy is going… ENTERING THE showroom with his hand in a plaster cast, Jones doesn’t come across as a typical toy firm boss. A bit of a big kid at heart, his passion and enthusiasm for the products he distributes is plain to see, as he explains he came off worse in a tussle with one of the new skateboards, resulting in a broken wrist. Cambridge-based Wind Designs began when Jones left his job with the kite manufacturer, Flexifoil, to set up on his own, 12 years ago. The firm still has a thriving kite and extreme sports arm, distributing a wide range of products from a number of leading suppliers. The business grew and naturally progressed to outdoor and leisure products, like juggling equipment and unicycles. Initially these were sold into specialist retailers, but soon Jones was building up a network of toy retailers and in turn, began to offer toys too. For four to five years, Jones has been working in the toy industry, gradually increasing ranges and retailers. He explains: “There has been much to understand about the toy industry, but we are now well positioned to deliver to customers. “Trying to break into the industry from a non-toy background has been a great learning experience, but we now feel well placed and able to serve a variety of retailers with some exciting products.” Rather than rushing to flood the toy market with Wind Designs products, Jones has developed the firm and the range, ensuring it offers strong customer service, delivers what it promises to and offers points of difference. In order to immerse themselves in the industry, the firm took on a number of experienced toy agents across the UK, which began to open doors and connect with the retailers on a regular basis. Jones says: “We want to work with the right companies, build long-term relationships and most of all we want to supply them with good products.” NOVEMBER 2010
Director Phil Jones is confident about the future...
A number of unusual retailers have been added, including gift shops in Alton Towers and the Science Museum and Wyevale garden centres. Some major names are also on the books and attendance at Autumn Fair made sure Wind Designs further developed a range of new accounts.
“While major retailers can benefit from purchasing in volume.” Some large stores are also keen to show commitment to the ranges, so Jones is planning a TV advertising campaign to raise consumer awareness of the brands. A likely subject of future advertising is the Zing Air range of
Trying to break into the industry from a non-toy background has been a great learning experience, but we now feel well placed to serve a variety of retailers with some exciting products. Phil Jones, Director, Wind Designs With a diverse retail base, Jones has been crafting options to suit each one. He continues: “We have paid close attention to the way different retailers buy and made sure we cater for all. “The big thing we offer is the choice of obtaining products domestically or on an FOB basis. New customers can try products without the risk initially and smaller companies aren’t put off by large minimum orders.
products, which the company signed exclusive rights to in June. The range of flying toys, including zarts, bounce-back arrows, cross bows, boomerangs, helicopters and more has helped further boost Wind Designs’ presence, with Hamleys already considering a self-branded range of the toys. Jones offers: “We are really excited about the Zing Air range. Zing is a great supplier to work with, the owners have over 25 years of
experience in the toy industry. Together we are proving a good team in supplying the UK toy industry new imaginative toys for a variety of ages.” Wind Designs is also the distributor for Hasbro’s Nerf sports products and super soakers, Aerobie flying toys, Eolo Sky Warriors gliders and kites, Henrys, Yo2 and Funtrix yo-yos, Funtrix Juggling equipment, power balls and much more. A small number of licensed toys form part of the catalogue, with Ben 10, Power Rangers, Star Wars and Toy Story among the brands. However, Jones has not found the licensed route to be particularly strong with kites and flying toys. He explains: “We want to bring new, unique products to the market. We hope to develop recognised brands using our great product ranges without relying on licensing to support them.” Jones is gently crafting his space in the market place. He concludes: “We want to continue to build slowly and maintain our level of customer service during this time. “The Christmas season will prove that the ranges we distribute are popular throughout the year and although I accept that 2011 will be a testing time for the industry, we plan to continue to develop and I will ensure that Wind Designs will always deliver the products and service that our reputation dictates.” Wind Designs: 0844 257 1180
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SECTOR GUIDE PRE-SCHOOL
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Minor hits The beating heart of the toy market, accounting for some 13 per cent of total sales, pre-school continues to be of huge importance for toy suppliers, licensors and retailers alike. It’s the busiest and most competitive sector too, making selection difficult. ToyNews lends a hand... IN THE first half of 2010 pre-school toys sold over £100m, up 13 per cent and slightly ahead of sales in the same period 2008. This strong performance goes some way to prove that the preschool category has recovered from the Woolworths closure and the economic uncertainties of 2009 (Source: NPD Consumer Panel). Preschool toys remains one of the largest standard categories within the toy market accounting for around 13 per cent of total toy sales. While licences continue to remain a key element in the pre-school category for 2010, accounting for just under a third of value sales, there has been much competition between licences this year with many new or revitalised licences competing against established ranges. There are a large number of categories within ‘pre-school toy’ with the largest category pre-school vehicles (Source: NPD Epos Tracking Service), up six per cent year to date to August 2010. The biggest property within this category is Thomas and Friends – an evergreen favourite which remains the strongest preschool licence across total toys. While Thomas accounts for just under a third of all Pre-school Vehicle sales, there has also been strong growth in the last year from Fireman Sam and Postman Pat with Fireman Sam Vehicles & Accessories the top item within the category. The top new property within pre-school is
Chuggington which is starting to make an impact on rankings – now sixth biggest property in pre-school vehicles year to date. Figure and play-sets, the second largest category, has seen strong growth continue from Playmobil with its new City Life Rescue and City Life Police ranges performing well. Peppa Pig remains a strong licence in this area, with Fireman Sam also moving up the rankings. In addition, Little People and Imaginext are third and fifth properties respectively.
Licences continue to be key, accounting for just under a third of value sales in the category. There has also been a number of new ranges within pre-school electronic learning, with Leapfrog launching its new Leapster Explorer and the Tag reading systems and books continuing to grow. VTech has launched Storio and Mobigo in the last few months and is rising up the rankings, adding to sales. Overall, pre-school toys remains a highly competitive market, with a wide variety of products to both entertain and educate.
Top Licensed Pre-school Toys YTD August 2010
(source: NPD EPOS Services)
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HASBRO This year sees a new addition to Elefun and Friends – Froggio – an active matching game. Kids spread lily pads of Elefun and his friends around the room, spin the spinner and race to find the matching picture. The first one to match the Elefun and Friends character to the right lily pad gets to stomp on the launcher and send Froggio for a leap. Classic Play-Doh compound has a new addition with a fresh take on Fun Factory. Kids create toys and treats with two interchangeable stamping wheels. The modelling compound travels along the motorised conveyor belt to make new creations. The moving Mega Fun Factory conveyor belt play-set allows kids to load Play-Doh in one end, use the handle to extrude the compound onto the conveyor belt, and as it moves on they can stamp out toys or food from one of the two gear moulds. The Mega Fun Factory has over 15 moulds and comes with a playmat and four twoounce cans of Play-Doh Suitable for age three and over. Play-Doh compound Puppies Play-set adds asks kids to care for the puppies — but first, they have to create them. Mould puppies out of Play-Doh compound and use the basket and bowl moulds to create food and toys for them. Suitable for age three and over. The final addition to the range is Magic Swirl Ice Cream Shoppe. Create colourful treats with the sweet shoppe.
MATTEL Fisher-Price’s infant collection, Laugh & Learn, remains a focus with new items including the Light-up Learning Laptop and Singin’ Football, continuing to bring new learning fun to play time. A fresh launch from this year, Roll ‘n’ Racers also stays in the spotlight for spring with its take on vehicle play. New Rattle & Go Racers rumble and move into action with poppity pop noises and motions and join key item in the line, Roll ‘n’ Racers Spinning Speedway. Outdoor play is on the agenda, as Fisher-Price expands its offering with the Grow with Me collection including a range of skates, skateboards and scooters. Designed for every stage, the Sit-to-Stand Scooter converts from a traditional foot to floor ride along to a scooter for older children. The Little People are still on the move this spring with the Wheelies collection of vehicles and raceways. A key play-set in the collection, the Stand ‘n’ Play Rampway, stands 2” tall with places for kids to play on both sides and twists and turns and tunnels from top to bottom. Classics including the Racin’ Ramps Garage, Happy Sounds Home and Animal Sounds Farm continue to be a focus throughout the New Year. For older pre-school boys, Imaginext introduces new RoboPolice themed items for spring. The key play-set in the collection, the RoboPolice HQ, features
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020 8569 1234
Swirl, scoop and mould goodies, including ice cream in cones or cups, mini candies, cookies, pretzels or decorate a cake. Two swirl designs let users create colourful cones with toppings. Spoons, dishes and pretend cones included. The Playskool line continues to grow. Weebles have had a refresh, with the addition of the Weebles Tree House. Turn the handle on the escalator to bring the Weebles figures to the top of the slide and send them spiraling down. When the Weebles land, they activate the music/sound effects and start back on escalator.
Classic Gloworm is now available in three new formats. The Gloworld Musical Play Gym offers a variety of activities for tummy-time, sit-up play, and overhead play. The glowing sun and mirror offer entertainment during all modes and the seven hanging toys can be shifted from overhead to mat. Lullaby Gloworm helps to soothe baby and lights up and plays lullaby songs. The soft bedtime pal is available in blue or pink, with light only, shortplay or long-play modes. Six different lullabies options are available. Completing the collection is Sensory Gloworm. The deluxe version offers a
variety of fabrics and activities to encourage sensory development. In soothing mode, a squeeze illuminates the face and activates lullaby melodies. Switch to active mode for songs that entertain, while baby engages in putand-take play with a snail tethered teether, clacks the colourful rings, and crinkles the flower. Parents can also choose glow only mode. New for 2010/11 is the new Tonka Chuck and Friends line. Hero products include Chuck’s Stunt Park. The play-set performs stunts with the Chuck The Dump Truck vehicle. Press the Tonka plate to activate the vehicle’s motor and send it racing around. Send the Truck down the mountain to do flip-flop stunts and two-wheeled hanging. It also comes with a storybook. Also new to the range is Rumblin’ Chuck. Technology means Chuck knows when it has been picked up, pushed or loaded up. Complete with a range of phrases which correspond with each action, the face and body also animate. In the Night Garden continues to deliver and new to the range is Goodnight Friend Igglepiggle. Kids can settle down for bedtime and read a story by the light of its lantern. For creative role-play, children are invited to join Igglepiggle and Upsy Daisy for a tea party. The play-set has everything needed for a tea party: Igglepiggle’s blanket, two cups, two saucers, two spoons, a teapot and serving tray.
01628 500000 three levels of play, sounds and lights and figure activation points throughout, enabling pre-schoolers to make things happen at the twist of a button. A marketing programme including television ads and sponsorship support the range. Building on the 2010 launch, construction system Trio welcomes new launches for spring. All feature easy click and snap technology, while the season will also see new introductions to the basic play pack range including a farm, tractor and dinosaur. Each pack includes connectable bricks, designed to be the perfect size for little fingers, sticks, panels, figures and vehicles for a world of interconnectable fun. The Sing-a-Ma-Jigs collection launches in the UK in the New Year. The range of harmonising collectable characters comes with three modes of play as they chatter, sing their own song or sing in harmony with their other Sing-a-Ma-Jigs. 2011 sees a continued roll-out of Fisher-Price’s Thomas & Friends collection. The pre-school property sees a new raft of character engines at varying price points for both Take ‘n’ Play and Trackmaster throughout spring. Toby at the Whistling Woods joins the Trackmaster play-set collection, featuring a rattling track and shaking bridge, and Colin at the Wharf joins Take-n-Play.
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VIVID IMAGINATIONS
Vivid will add six new lines to its ZingZillas range in spring/summer ‘11 with prices ranging from £3.99 to £19.99. There are four games to choose from with the ZingZillas Game Cards, or the ZingZillas Memory Game. Zak’s Banana Car is featured on the show and TV advertised, rev Zak up and he will go and then giggle when he crashes. Spring/summer sees the launch of the ZingZillas Space Hoppers, with Zak and Panzee styles. The Coconut Hut Play tent, is ideal for indoor and outdoor play. Vivid is supporting the ZingZillas range with a PR campaign and 700 TVRs throughout 2011. The Timmy Time range is expanded with the new TV advertised Lulla-Baah Timmy feature plush. Timmy sings a lullaby in his glow in the dark blanket. Also new and available from January are Timmy bath squirters, Timmy Giggle Belly, where every drawing on Timmy’s belly sets off giggles and new Timmy soft toys. The new products join the existing range of puzzles, games, plush, feature plush, role play, vehicles, figures and play-sets and the
WOW TOYS
New to Wow’s pre-school Fantasy toy range for this autumn/winter is Pippa’s Princess Carriage, a push-along princess carriage. The four-piece set includes a removable princess, fairy godmother and pony. The pumpkin carriage makes a clippety-clop sound as it is pulled along and the top of the carriage can be opened to reveal a key to operate the rotating princess mirror.
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01483 449944 range is supported with 600 TVRs in 2011. Spring/summer sees the launch of a new, distinctive style guide for Roary the Racing Car, which will be rolling out across the full product range. The new TV advertised Police Chase sees Roary speeding out of control and kids have to help Nick and PC Pete catch up with him. Vivid will be supporting Roary with 500 TVRs in 2011 and a PR campaign in collaboration with Chapman Entertainment. Two new items also launch in the Fifi and the Flowertots range. The Cuddle Me Tots have cupcake dresses and Big and Cuddly Fifi wears a pink polka dot dress. Chapman Entertainment and Vivid will be supporting Fifi with PR activity in 2011. Disney characters are available from Vivid’s plush range in a variety of styles, sizes and prices. June 2011 sees the launch of the Cars 2 range with TV advertised Lightning McQueen feature plush, Talking Cars and a selection of plush sizes ranging from key rings to giant. Winnie the Pooh, Flopsie and Giant Plush skus are joined by the new So Cute and Egg Friend keyrings. The Clubhouse line features plush Flopsies and the Giant Mickey and Minnie. The Mickey Big Head range includes key rings and gift boxed larger sizes. Toy Story 3 characters Buzz, Woody and Lotso Bear are available as soft plush characters for younger fans.
020 7471 0980
The second introduction to the Fantasy range is Ronnie Rocket, a friction powered pull-cord space rocket. The two-piece set has a pull-cord to trigger the vibrating mechanism and engine sounds. There is a push button to flip open the top, revealing the cockpit and a screen with passing countdown numbers from five to one and blast-off.
TOMY
Tomy’s pre-school offering includes the Aquadoodle brand and this year’s range features both licensed and unlicensed products, with three new large Aquadoodle Mats added to the range. The Toy Story 3 Aquadoodle includes an Aquadoodle Buzz roller and Woody stamper – kids fill up the roller and stamper with water and then doodle away on the mat. As Aquadoodle requires only water it is mess free, and when the mat dries out, the pictures fade away, so the mat can be used over and over again. The fun even continues without the mat, as Woody and Buzz double up as action figure characters. The new Peppa Pig Aquadoodle features Peppa and her whole family.
HTI HTI is offering a range of Peppa Pig role-play sets and outdoor toys, in addition to existing dolls prams and pushchairs. Many lines feature Peppa sounds and the theme tune, as well as still graphics from the show. The Peppa Pig Kitchen Play-set features interactive sound effects, recognising what’s on the hob as the pot bubbles. The kitchen also includes play pancakes to toss from the frying pan and says ‘Let’s make some pancakes’ as well as other Peppa sounds. Children can wash play food and utensils in the sink with real running water. Other lines include the Princess Peppa Musical Light-Up Dressing Table, Nurse Peppa’s Medical Set and Tea Party Picnic Set. HTI is also introducing Chuggington wheeled toys. The Wilson Ride-on is designed with close attention to brand and character relevance and features a character moulded face. The 10” Bike is supplied with a zip-up saddle bag, while the Three Wheel Scooter features a honking horn. HTI’s range of Handy Manny wheeled toys includes a 10” Handy Manny Bike which features an opening tool box. The bike also features a character front plaque, EVA tyres, mud guards and stabilizers. The range also includes a Handy Manny Trike, with a removable parent handle, chunky wheels, easy grip handles and a footplate.
020 8722 7300
Kids can fill Daddy Pig’s car with water and doodle on the mat. The Peppa Pig Aquadoodle includes the Aquadoodle mat, Daddy pig’s car with Mummy and Daddy Pig pens and a Peppa and George paintbrush. This year also saw the introduction of the first Aquadoodle to include sounds – the Animal Magic Sounds Aquadoodle. As well as the usual mess-free doodling, the mat features coloured buttons around the edge, which, when pressed with the battery-operated pen, make farmyard noises such as barking and mooing. The noises then continue as children draw. A full range of Aqudoodle Mini Mats are also available.
01253 778888
HTI also presents a range of Winnie the Pooh role-play toys and sets. The Kitchen Play-set has an opening oven door, play sink and 14 accessories. The Winnie the Pooh Birthday Cake Set provides all the musical fun of a birthday party. HTI also has Baby Annabell wheeled toy ranges, with many items featuring a lamb bag based on the doll’s own toy. The range includes 10” and 12” Bikes, a 3 in 1 Trike that can be adapted as the child grows and develops, a Scooter, Skates, Protection and even a Battery Operated Scooter with side car for the doll.
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BANDAI
01489 790944
The highlight of Bandai’s pre-school offering this year is Tinga Tinga Tales. Inspired by traditional African folktales and the art of Tanzania, the bright and colourful range brings to life the characters from
GOLDEN BEAR
the CBeebies series, which debuted in February. The interactive Up, Down and All Around Monkey recognises when he is hanging upside down or lying down. The monkey giggles and says phrases. Monkey and his friends Hippo, Elephant and Lion are also available in a collection of 25cm plush animals. Press their tummies to hear the Tinga Tinga Tales theme tune. Also included in the range for three to six yearolds is a Waterhole play-set, collectable character beanies, a fourpiece collectable figures set and an assortment of bath squirties that change colour in warm water. For children interested in making their own music, there is a range of musical instruments to choose from, including a Lion Tambourine, Monkey Drum, Hippo Castanets and Tickbird whistle. TV advertising support for Tinga Tinga Tales runs until mid December and will return in the spring to coincide with the second series of the TV programme. Other pre-school lines include Bandai’s range of Noddy plush and vehicles to support the series on Milkshake.
01952 608308
LEAPFROG
Tune-Up Speedy is a new educational toy racing car, which allows children to learn key skills including colour and shape recognition, as well as developing their matching and motor skills. In stores now, it is suitable for children aged 18 months and up. My Own Leaptop allows children to have their own laptop with customised music playlists and personalised emails. Suitable for children aged two and over, the device can be further personalised by choosing music tracks to download from www.leapfrog.co.uk. Once a preferred playlist has been composed on the site, it can be saved and downloaded onto the Leaptop by connecting it to a computer. Children can then access their own playlists and play educational games. Leaptop is also available in violet.
LEARNING CURVE
Golden Bear’s range of licensed preschool properties continues to grow with Ben and Holly’s Little Kingdom, My 1st JCB and Peppa Pig. As master toy licensee for Ben and Holly, Golden Bear has produced a range including the Little Magical Castle playset, with six different rooms all having different play features, which transports children’s imaginations into Ben and Holly’s world. The range continues with Fluttering Wings Holly. Touch her crown with her magic wand and Holly says six phrases and her wings flutter. The range is completed with Gaston’s Cave, mini soft toys and Gaston pullbacks.
Golden Bear’s My 1st JCB range has added two new members to the collection this year. Marty Mixer – who is the joker of the pack – and Tommy Truck – the coolest member of the team – as he can carry his digger friends. Both have their own phrases, flashing lights and moveable play features. The Peppa Pig range has extended into arts and crafts, enabling preschoolers to develop their creativity skills with the various products available. The Peppa Pig Sketchy Fun is joined by a Magnetic Sticker Machine, Colour–in-Peppa and a variety of felt sets among others.
The Training Yard Play-set with Loop is an action-packed set from the Chuggington die-cast range. The set includes a Die-cast Wilson and tower platform where engines can race down the spiral track before shooting through the accelerator and around the 360-degree loop. Learning Curve’s Chuggington Interactive Railway has been supported by TV advertising this autumn and includes more than 15 play-sets, destinations, engines and track packs. Using a simple wireless network, Chuggington Interactive engines can communicate with other interactive engines and stops. Engines recognise and greet one another, acknowledging where they are on the track. The All Around Chuggington Train Set comes with a deluxe Trainee Roundhouse, Vee figurine, two Train Stops and an Interactive Wilson engine. Learning Curve continues with Thomas & Friends, with its range of
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The Learn & Groove range has three new products: the Learn & Groove Musical Table, Colour Play Drum and Little Composer. Teaching children key skills like counting and the alphabet, the range puts an entire band in children’s hands. Suitable for children six months and over. LeapFrog’s Learn & Groove Musical Table engages and entertains with more than 40 learning songs and lights. Available in green or violet, when in learning mode, the Musical Table will allow the user to explore letters, numbers, colours and opposites. By changing to music mode, children can dance to songs and melodies. With detachable legs, the Musical Table is stored away easily and can be used for both standing and on the floor play.
01392 281900
Thomas Wooden Railway collectable play-sets and engines for the preschool market. Made from real wood, the Thomas Wooden Railway System encourages traditional role-play for toddlers to bring their very own Island of Sodor to life. New additions to the Learning Curve collectable engine portfolio are characters from the new Thomas & Friends Misty Island film, twin logging locos Bash and Dash, larger logger Ferdinand, as well as Captain the search and rescue boat. Following on from the release of the Radio Control John Deere 6430 Tractor, 2010 has seen the introduction of the R/C Case IH 140 and RC New Holland T6070 Tractors. Both are 1/16 scale and reproduced in sturdy plastic with flashing lights and engine sounds. The R/C handset is easy for pre-schoolers to operate and all models use different frequencies so can be played with simultaneously. All RC Tractors are suitable for indoor and outdoor play.
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* Source: - NPD August YTD 2010 Reusable Compound Market. ** Hasbro FY Shipment data 2009
Š 2010 Hasbro. All Rights Reserved.
Š 2010 Hasbro. All Rights Reserved.
PAUL LAMOND GAMES LIMITED 31 Newington Green, Islington, London N16 9PU Tel: 020 7254 0100 Fax: 020 7254 3400 Web: www.paul-lamond.com
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JOHN ADAMS
The classic Fuzzy-Felt line celebrates its 60th anniversary this year. Following the re-launch of the brand, the range has been further expanded. The Fuzzy-Felt 60th Anniversary Set contains two large-format boards in contrasting colours, 500 felt pieces and a storage drawer. The specially commissioned, limited edition set includes pieces adapted from some of the original Fuzzy-Felt shapes. These were conceived by inventor Lois Allan during the war, before Fuzzy-Felt’s official launch in 1950. The set is suitable for age four and over and is available now. My First Crafts is a new collection of four kits, offering an introduction to crafts for girls and boys aged three and up. The colourful craft kits have been designed to encourage creativity,
ESDEVIUM GAMES
Fisher-Price Classics makes a return to Esdevium Games this autumn. Its original range of nursery toys entertained a whole generation of children and now they are back in the shape of these re-issued retro classics. On their previous launch, five years ago, FP Classics proved popular and their vintage appeal is again prominent in their design. Every toy in the range is an updated version of the original design, bringing it into the 21st Century, without compromising on quality. Even the packaging is set to a retro theme, with plenty of old logos and nostalgia from the original boxes. Aimed at children aged 12 months plus, the range comprises of the Chatter Telephone, Record Player and Two Tune TV.
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interaction and coordination, while helping to develop fine motor skills. Fishy Danglers are decorative wall hangings with a nautical theme. Looney Fruits allow children to give eight cards a special and unique personality. Funny Bean Bags can be decorated and turned into four characters. Animated Animals are created by attaching head, tail and legs with poppers. All are available now. Another nostalgic brand, Tiny Tears, is being discovered by a new generation, following its re-launch last year. Classic Tiny Tears is the original feeding, crying and wetting doll, suitable for girls aged three and over. Just like a real baby, feed her and soon she’ll need changing. She comes dressed in a pyjama set with a bib, feeding bottle, brush, dummy and nappy.
01420 593500
Chatter Telephone features an old style telephone handset complete with rotary dial, wheels and eyes that roll up and down as the wheels turn. Made in the original mould, the telephone remains one of FP’s most iconic designs. The Teaching Clock and Two Tune TV are wind up toys. The Clock has movable hands and plays music when wound up. The TV features two moving picture nursery rhymes, whilst the music plays along to the story. Finally, the Record Player actually does play a selection of five plastic records. The stylus is placed on the disc and it will turn and play a selection of nursery rhymes. Records can also be stored inside the player when they are not being used for safe keeping.
MECCANO Meccano’s colourful Kids Play brings together colours, inventive designs and robust construction pieces, which challenge children as young as two years-old to get creative. The Train Tool Box is a latest addition for autumn. The easy-to-build set comes packed with more than 40 flexible and colourful parts, big bolts and large nuts and sets of eyes to customise the model. Three distinctive model variations can be created using a screwdriver, while the box transforms into a train carriage offering storage.
FIESTA CRAFTS
The Kids Play range features a menagerie of animals from a bee, frog and bird in the Mini Assortment Set, a caterpillar and ladybird, as well as the dog and snail sets, which each create three model variations. Finally, last year, the Good Toy Guide awarded the firm’s Kids Play Tractor Set one of its Silver Awards in the Construction category. The collection is made up of vibrantly coloured parts and pieces to build two more model variations which include a cartoon-style figure and a trike.
020 8804 0563
The Tellatale Hand and Finger Puppet range from Fiesta Crafts were chosen by independent retailers to be in their Top Ten Toys for Christmas. The line of hand puppets, finger puppets and theatres provides endless entertainment possibilities. Also available is a floorstanding display, which is designed to help to boost sales. Tellatale hand puppets are made using soft, bright fabrics and have lots of details and features including legs and feet, which help them walk and run in the child’s stories. Tellatale puppets help children develop their creativity, imagination and communication skills, as well as remain an absorbing alternative to on-screenentertainment.
LITTLE TIKES Little Tikes’ Peak Road and Rail Set incorporates road, railway and air transport, including a large mountain with tunnels, a landing pad, secret slides, a two-piece drawbridge, two crossing gates and three Toddle Tot friends. The Large Car Carrier has two sleek sports cars that can fit into or on top of its hauler. There is a flip down ramp at the back of the hauler to allow access for the cars and the truck can be de-coupled from the hauler. The Little Tikes electronic Discover Sounds range includes gadgets and tools, which help children to discover
01908 268480 and develop their learning skills. Two key products in the range are the Kitchen and Workshop, which both have educational benefits as well as stimulating creative play. Lights, sounds, push buttons, songs and colourful shapes to sort are a few of the activities provided by the Discover Sounds toys. Little Tikes’ Tap a Tune range of instruments includes the Xylophone with its full octave of tones and follow along music cards. The Glow and Speak Animal Flashlights are sleepy animals that come awake to light the way.
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WORLDS APART
Worlds Apart has developed its Pop n Fun pre-school range for spring/summer 2011, adding a number of pop-up tents to its line-up. With the Disney film, Tangled, showing in cinemas from January 2011, the company’s new Rapunzel Turret Tent will tie-in with the release. The tent has peek through windows and an arch door opening. The new Thomas Feature Combo is a four-piece play-set, which includes a Thomas Engine, crawl through Annie and Clarabell carriage tunnels and Cranky Crane with an arm hole. The Combo’s four separate tents can be
RAINBOW DESIGNS
0800 389 8591
played with together or individually and encourage physical activity and co-ordination. Also new to the Pop n Fun range is the Disney Princess Carriage Combo. The three-piece pop-up play-set includes a Cinderella Carriage and two crawl-through white horse Tunnels, which can be played with together or individually. Designed for ages two plus, the new feature tents are suitable for indoor or outdoor play, are simple and quick to put up and also fold away compactly for easy storage. Supported with full PR and marketing activity.
FLAIR
Pre-school modelling is taking to the rails with the new Thomas & Friends Making Tracks Dough Set. Kids can push the Thomas Roller through the brightly coloured dough to make a train track to ride on. Then they can connect the Troublesome Truck to Thomas and place under the hopper extruder, where it will be ready to collect the extruded dough. This set will be a key line in the growing licensed dough collection from Flair, which also includes Thomas & Friends Dough Stampers and Chuggington Dough Set. The Remarkables collection has seen growth through 2010 and includes the Colour and Draw Activity Mats in both licensed and generic versions. Little ones can create colourful drawings on the mats using any washable marker pen.
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The ink can then be washed away under the tap, ready for more drawing. New for 2011 will be the Remarkables Travel Mats, a portable version of the original that comes in a plastic pouch with carry handle. The mats have been specifically designed to fit on a pull down table of an airplane. Continuing the travel theme, an addition has been made to the Mini Doodle Fun series as the existing Igglepiggle from In the Night Garden is joined by Thomas & Friends. Inside Thomas is a mini magnetic drawing screen which can be drawn on using the scribbling tool that forms part of Thomas’s funnel. This is just a small taster of what’s in the pre-school portfolio from Flair, which also includes Disney Dough and Plasticine Magnetic Play-sets.
0870 758 7700 MEGA BRANDS
As a newcomer to Rainbow’s toy portfolio, The Gruffalo stars in a new toy collection created to encourage exploration and outdoor play. New products include a Gruffalo Magnifier, Plant Press and a creepy crawly Creature Cabin along with two new traditional wooden games. Wibbly Pig also joins the Rainbow line-up and new pre-school products include a Hand Puppet, Wibbly Pig with Blanket and Bean Toys, Wibbly Pig Backpack and new games and puzzles. The striking Stripy Horse range is also gathering momentum and new additions to Rainbow’s collection include the
0208 6430 320
Wooden Peg Puzzle, Melamine Breakfast Set and Comfort Blanket. Featuring classic styling and timeless charm, the additions to Rainbow’s Beatrix Potter range for 2011 include the wooden Peg Puzzle and wooden Dominoes. Fans of The Very Hungry Caterpillar can look forward to the arrival of a new backpack, which features exceptional attention to detail including PVC antennae and eyes and a plush face. Also new, meanwhile, is a collection of colourful nursery plastics which include Bean Bag and Rattle Gift Sets, Soft Book and Rattles.
Mega Bloks has launched new Thomas & Friends construction play-sets and characters which allow pre-schoolers to build scenes from the TV series. Building on the launch, Mega Bloks will continue to develop the construction licence. New products for 2011 include the Logging Camp, The Great Waterton and Sodor Steamworks. The Thomas Buildable Character Assortments feature all the key characters, while the play-set builds include destinations such as A Busy Day At The Quarry, Thomas at the Sodor Fair and Cranky The Crane. Each set connects to the next to build a Thomas world. The 2-in-1 Buildable Thomas enhances collectability as it is also compatible with other play-sets and allows pre-
01844 350033
schoolers to build Thomas then rebuild it into a train station. Mega Bloks continues to create educational toys to stimulate young minds, encourage hand eye coordination, shape recognition and dexterity. The company is also planning to launch new products with fresh play patterns and packaging such as the Scoop and Build Buckets, as well as the perfect storage solution in 2011. Part of Mega’s Building Basics series are the 24 and 70-piece Maxi Bags which are available in the bright primary colour version and a pink version to appeal to girls. The firm also continues to push its Play ‘n Go World, which combines character and vehicle play with hours of building fun, plus the Play N Go Table.
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JUMBO
Jumbo has a variety of products dedicated to the pre-school market including the new Jojo electronic toy range and Grow with Jumbo puzzle line. The company also offers licensed puzzles and games featuring a host of pre-school brands. Launched for autumn/winter 2010, Jojo is the company’s first electronic toy range and combines traditional play with new technology. Aimed at children aged over 18 months, the range includes hero product Jojo Hide and Seek, which plays with children through interactive sound effects. The Jojo launch period will be accompanied by a TV advertising, marketing and PR campaign. Jumbo has also developed a Jojo microsite (www.helloJojo.com) featuring information, images and news.
01707 289289
MARBEL
Jumbo also offers games and puzzles for Ben & Holly’s Little Kingdom and Guess with Jess, with products including Activity Floor Puzzles, 35-piece puzzle assortments and a new Little Kingdom Lotto Game. The firm has introduced new-look packaging and character imagery for the Fireman Sam range, which now includes a Fireman Sam Hoses and Ladder game. Jumbo has also produced a range of puzzles and games for Peppa Pig, including the Tumble and Spin game. Jumbo also offers an educational generic puzzle range, Grow with Jumbo. The concept is focused on stages as opposed to ages as each child develops at a different rate and each puzzle box includes a certificate and stickers to help motivate and reward children.
MV SPORTS 0121 748 8000
MV’s collection of pre-school character wheeled toys combines strong dependable properties and new licences, all with new innovative products. MV’s pre-school line-up is led by Ben and Holly’s Little Kingdom. The collection of trikes, bikes and scooters includes a Fairy Wings range. The Tinga Tinga Tales range features new prints and colour-ways. An exclusive cuddly Monkey range is also available. The trio of Thomas, Bob and Fireman Sam is refreshed with new CGI graphics and MV has revived all ranges with new concepts. This includes MV’s Secret Scooters – for Thomas and Bob – and a working firehose range for Fireman Sam. Finally, MV’s pre-school Angelina Ballerina collection includes a trike and a tri-scooter, and comes with shimmering Angelina graphics and colourful rainbow tassels.
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01208 873123 Marbel’s philosophy of supplying classic educational toys has always ensured its priority is to stock a wide range of products with an emphasis on educational values. From expanding children’s creativity to the development of their social skills, the broad range of pre-school items will suit any stockist of exciting and inspiring toys. The new Bee Hives by Plan Toys are an example of how creativity and imagination can create a product with exceptional play value. The toy helps develop fine motor skills by matching a bee to a hive by using the pincer, while the colour matching element also encourages mental development. The classic Paddie ride-ons from I’M Toy continue and the characters help ensure children get active with the ride on, zooming around helps children build up physical strength and co-ordination. Marbel has recently begun bringing plush pre-school toys to the UK market. For instance, the Sound Cube by L’atitude Enfant has been designed and developed to entertain and stimulate young pre-schoolers. With a very strong focus on product development and with a team that includes psychologists, child development experts and also parents, K’s Kids design toys especially for babies’ and toddlers’ hands and minds. Concepts originated by K’s Kids have won a number of toys awards.
GREEN BOARD GAMES 01494 538999
ORCHARD TOYS 01953 859525
When playing Brainbox, pre-schoolers have ten seconds to study their picture card before answering an alphabet related question. The box provides an interactive way of achieving an important learning objective. BrainBox ABC is presented in a bright, sturdy container and each case of BrainBox includes 12 units and comes with a free point of sale display.
Orchard Toys offers over one hundred games and jigsaw puzzles for children from 18 months to 12 years-old – and over 80 designed especially for preschool children. Well-known for their bright colours, durability and educational value, the company’s toys are recommended by teachers, childminders, parents and grandparents. The firm’s latest launch of two games, Head, Shoulders, Knees and Toes, the Jack and Jill Game and the jigsaw puzzle – The Animal Games – were all designed to appeal to pre-school children. The games and jigsaw puzzle will help children to develop their colour matching and counting skills; rhyming skills; naming and recognition of body parts; memory and turn-taking; social interaction skills; hand-eye co-ordination; observational skills and manual dexterity. All Orchard Toys’ products are designed, manufactured and packed in the UK from 100 per cent recycled board.
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COILEDSPRING GAMES 0870 446 1515
GREAT GIZMO 01293 543221
JOHN CRANE 01604 774949
Coiledspring Games has two products for the preschool market. The first is the Little Hands Card Holder. The tool allows kids as young as three to play cards with confidence. Simply hold the plastic paddle and slot the cards in. They are available in a CDU of 12 units and as a deluxe tin, which includes a pack of cards and a book of card games. The second is Rory’s Story Cubes. The nine dice are a story in your pocket. Roll the dice, start with ‘Once upon a time’ and use the images to tell a story. The cubes are available in CDUs of eight units and retailers receive a free set of dice with their first order.
Great Gizmos has introduced the new Zoob Junior range, similar to its Zoob aimed at older children. The modelling system has five coloured plastic pieces that snap, click and pop together in 20 different ways. Zoob Junior is aimed at four to six year-olds and has larger pieces than the traditional Zoob for smaller hands. The junior version is also slightly softer and easier to manipulate and is available as a 15-piece boxed set or a 30-piece set which comes in a storage bag. The themed Zoob Junior Zoomer set enables young speedsters to create a simple car. There are 20 Zoob pieces, four wheels and tyres plus sturdy instruction cards with step-by-step picture guides for making 12 creations and eight vehicles. Great Gizmos also has a range of ride-on toys. Kids from birth to five are catered for, starting with the okiedog bouncer and ride-ons; Fropper and Cheeky Chick, through to a range of classically styled walkers and ride-ons.
The new Handy range by Pintoy includes four vehicles. The Handy Fire Engine has red and white detailing and is driven by a fire chief in a yellow helmet. There is also a Handy Police Vehicle, which is just the right size for a chunky car chases. The Handy Road Roller makes an appearance in canary yellow, whilst the eco-green Recycle Dumper Truck is very much on trend this season. Each one of the Handy Vehicles is made from chunky rubber wood. The range is designed to encourage active play and new vocabulary. The High Tea Shape Matching is a cake stand, which will help with early counting and shape matching skills as young cooks sort and match the right cake to the right space. The stand sports has white doilies and is made from wood. The cakes are numbered one to 15 to aid with matching them to the correct size and shaped holes in the cake stand.
PAUL LAMOND GAMES 01952 608308
IMC TOYS 01904 720908
CASDON TOYS 01253 799411
The first Chimp and Zee products, a range of six games and four puzzles, were launched at the London Toy Fair in 2009. Following a positive reception, Paul Lamond concentrated on its base of independent retailers to establish feedback from customers. During 2009 the Chimp and Zee brand was licensed overseas to Pressman in the US. One of the games – Silly Socks – was named by Parenting Magazine as one of its Top 25 Toys of 2009, and as a result, the game featured on the TV show, Good Morning America. At London Toy Fair 2010, a further five games and puzzles were launched. The overseas licensing programme has further advanced this year with deals signed for France, Benelux, Scandinavia, Australia and New Zealand. Retail sales of Chimp and Zee in the UK look set to double in 2010. Paul Lamond Games is building on the success of Chimp and Zee by putting the finishing touches to the next selection of product in time for launch at the London Toy Fair in 2011.
Leading the way for IMC is a selection of Mickey Mouse Clubhouse toys. The range includes harmonicas, drums, recorders, keyboards and a guitar. The work-bench can be combined with Mickey’s electric screwdriver. There is also a Mickey Mouse Animated Storyteller, which sings and dances his way through eight songs. Eight stories are also included. Mickey’s Remote Controlled Car features an easy to use Mickey shaped remote control with big operation buttons. The Minnie Mouse Cash register includes lights and sound effects, calculator, a conveyer belt and play money. The Minnie Mouse Shopping Trolley includes play food pieces and converts from a shopping trolley into a wheelie basket. Musical instruments lead the way in the Winnie the Pooh range with drums, recorders, harmonicas and an electric keyboard with a follow me mode and a microphone. There is also a Winnie Storyteller with eight songs and tales. The Handy Manny line has drums, harmonica and a xylophone, while Dora the Explorer has keyboards, electronic guitars and walkie talkies.
2010 will see Casdon release a number of new roleplay toys for the pre-school market. The new Henry and Hetty branded cleaning trolleys will feature the brand’s recognisable smiling face. The simulated mop is supplied with a fabric floor cloth, which can be removed and attached by a child using the traditional finger push tea towel method. Included in the set is a long handle broom, dust pan and hand brush, simulated detergent bottle, and paper debris bag. Continuing on the Henry and Hetty theme, Casdon breaks into the Sit n Ride market once more with two new toys. The Henry and Hetty Sit n Rides grow with the child. For the younger children, it’s a walker and for toddlers it becomes a Sit n Ride toy. The ‘foot to floor’ ride-on is suitable for kids aged 12 months and upwards. Its unique design provides a huge amount of storage space under the hinged seat. The steering wheel is shaped like the carry handle of the Henry/Hetty vac, and can provide a useful hand hold as a walker when the steering column is locked. The toys are suitable for outdoor or indoor use.
NOVEMBER 2010
64
SECTOR GUIDE PRE-SCHOOL
RAVENSBURGER 01869 363800
MAPS TOYS 01483 776006
Ravensburger’s Discover and Develop pre-school range of games and puzzles continues to grow. The Early Years puzzles and games target key developmental stages and mixes them with game plays and illustrations, aimed at the UK market. The Discover and Develop puzzle range combines favourite subjects with educational themes, and designs include Nursery Rhymes, Look and find Farm, Shaped Tractor and trailer, Fairytale Castle and The Animals Came in Two by Two. Also available are a Alphabet Puzzle and a Jigsaw Clock. Discover and Develop games encourage children to develop new skills and help with colour recognition, numeracy skills, social interaction, spatial awareness and observation. The firm will also introduce Snails Pace Race, a redevelopment of a classic Ravensburger game, Rivers Roads & Rails, an ever-changing matching game and three sets of flashcards designed to develop object identification, reading, spelling and number skills.
HIPPYCHICK 01278 434440
Moover Toys are a Danish-designed range of wooden toys, which come in both a warm natural and a vibrant cherry red design. There are five designs to choose from: Baby Walker, Baby Truck, Dump Truck, Doll’s Pram and Rocking Horse. Moover Toys are assembled easily and quickly with a click key system, removing the need for any tools. Moover Toys slot alongside the multi-directional ride-on Wheelybugs. These feature multi directional castors that allow easy manoeuvrability and limitless mobility, which helps develop motor skills whilst and also encourages kids to use a greater variety of lower limb muscles. The sturdy body and padded layer of sponge covered with tough polyurethane mean that the bugs can withstand most play situations. An easily grippable handle bar also means the Wheelybug can be used as a push-along toy.
NOVEMBER 2010
TREASURE TROVE 01285 762039
Build it with Bob from Maps Toys is a range of creative toys which allow young children to build just like the character. There are currently three different sized sets in the Build it with Bob range. All the sets enable children to build structures with real mini clay bricks and cement. Mix Dizzy’s cement powder with water and using the child-size trowel, children can then build whatever they like. Once they have built something, simply soak in water, the cement will come off and the bricks can be used again. Each set contains 30, 50 or 70 mini clay bricks and includes easy to follow instructions to help children build structures like Bob’s house or a clock tower. All sets in the range feature bricks, cement, trowel, building board, mixing bowl, building plans, a large wipe clean play mat and a poseable Bob figure. Additional packs containing extra Dizzy’s cement and Scoop’s extra bricks are also available.
SCHLEICH 01279 870000
One of the most popular themes in the Schleich portfolio among pre-school children remains Farm Life. The collection can be collected one figure at a time and combined with accessories and large farm buildings to recreate a farm experience. Each piece is a true representation of the real thing and allows children to learn about farm animals such as pigs, cows and sheep, plus there are baby animal figures making complete family groups. Designed to high standards of quality and safety, Schleich’s Farm Life collection offers a play experience that can be passed from generation to generation.
Seven out of Treasure Trove’s ten brands are focused on the pre-school category: Brio wooden railway, Brio wooden classic toddler, Safari, Quercetti, Scrunch-bucket, Didicar and Bilibo. Brands such as Scrunch-bucket, Didicar and Bilibo are design-led products which continue to sell well year in, year out. Due to their strength of design, consumers recommend them and sales tend to grow by word of mouth. Each of the brands has increased in distribution every year that Treasure Trove has handled them. Safari is another Treasure Trove brand where distribution is steadily building. The repackaging of the Italian manufactured Quercetti brand is now almost complete and has transformed the range. Sales of newly packaged lines have outsold previous styles by as much as three to one. Treasure Trove business director, Liz Nield, comments: “Quercetti products have continued to be strong sellers on line and now this can be replicated with confidence at retail.” Brio is the best known of these brands and Treasure Trove is focused on marketing it. The brand’s product development is now focused on core ideas and values, which are keeping it well ahead of the competition.
HABA 0161 304 9555
The Click Clack Ball Track, suitable for 18 months up, has chunky wooden balls, which clatter and roll from level to level with various sounds and activities to enhance their journey. A red ball, blue patterned ball with a rattle and a yellow ball with peephole whiz down the track past the switch point, kaleidoscope and pinging the bell on their way. Haba’s Ball Track Roll ‘n’ Roll has two characters at each end of a wooden track and comes with two balls. All of Haba’s pre-school toys are designed to provoke a young child’s inquisitive nature, providing numerous activities rolled into one. Discovery Blocks are an example of this and each colourful cube hides a secret waiting to be discovered. Likewise, Patience Blocks are designed for building and stacking, but also have little ball puzzles hidden within.
GIBSONS GAMES 020 8661 8866
Gibsons has introduced four new titles to its My World range of pre-school jigsaw puzzles. The new additions include My Town and My Body, where children can learn about different parts of the body as they piece together the two puzzles. Designed in collaboration with wellknown child psychologist, Dr Amanda Gummer, the award winning My World puzzles complement Early Years goals and are made in the UK from 100 per cent recycled board. Each puzzle includes hints and tips from Dr Gummer aimed at parents, helping them to encourage a child to get the most out of the puzzle by providing extension activities and advice on ways to develop social and communication skills. Other Gibsons pre-school classics include Ludo, Snakes & Ladders, Jacks, Pikastyk and the Pepys card games.
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SECTOR GUIDE PRE-SCHOOL
BIGJIGS 01303 250400
WINNING MOVES 020 7298 9500
Wooden toy specialists, Bigjigs Toys boasts a range of role-play toys, from cakes to shop counters, and workbenches to wrecking balls. The Pink Flower Tea Set includes all kids need for an impromptu picnic tea and comes encased in a pink basket. The Slicing Vegetables Play-set comes with sturdy wooden veg, which can be cut into chunks ready for the pot using the wooden knife. The chef’s hat comes with the Portable Cooker. The take-along hob includes rings, pans, spatulas and an oven glove. The Junior Carpenter Set is a wooden box housing a treasure trove of 12 different tools, each one with its own space so that everything can be safely stored. For mobile Mr Fixits, the Junior Carpenter’s Belt will fit the bill perfectly. First tools including a hammer, screwdrivers and pliers, come slotted into the belt, giving instant access to wannabe chippies. The Bigjigs Toys range is fully tested and features old favourites and newcomers alike, from train sets to toasters to table-top theatres.
LE TOY VAN 020 8979 2036
The Farm Animals Set forms part of the range of farm and equestrian play-sets from Le Toy Van. With all products fully safety tested for ages three and up, the firm offers a range of painted wooden toys, which are highly suited to the pre-school sector. The set includes nine animals consisting of a cow, a pig, a piglet, a sheep, a lamb, a goose, a rooster, a hen and a chick. Each is hand-painted to a matt finish and has a tactile quality that can be easily gripped and manoeuvred by young hands. Some details such as the cow’s ears and tail are finished in soft fabric that adds an extra dimension to the overall effect. The Farm Animals Set is scaled for Le Toy Van’s extensive farm range and is also fully compatible with the Budkins range, which has an array of related products including a farmer and his wife and two wooden horses. Packaged in a window box for easy storage and display. All Le Toy Van painted wooden toys are designed in the UK and ethically manufactured in Indonesia using responsibly sourced materials.
NOVEMBER 2010
HALILIT 01254 872454
New to the Top Trumps Activity Packs are the Marvel Superhero Squad Top Trumps Activity Pack and the Gruffalo Top Trumps Activity Pack. There are five games and activities included in each. Designed for kids from three to six years of age, this ideal travel companion is packed with features and activities to help develop memory, observation, reading and counting. Inside each pack you’ll find a mini version of the classic Top Trumps card game; Pairs, the game of memory; Take 5, a game of matching and collecting; Spot the difference; and an Observation Quiz. Each pack also includes a bonus activity card and a pencil.
FARAWAY MAGIC 020 8482 9218
Faraway Magic is a newcomer to the marketplace. Sprudels are bath bombs that fizz. The Sprudel releases a fragrance and colours the bath water and inside the Sprudel is a Bath Bean. Bath Beans are bath time toys. Simply place them in water and watch as they dissolve to release sponge characters. Magic Socks are one size fits all socks, which begin their transformation in water. The Magic Socks are compressed into tiny tight packages, but once the water is added, the socks expand to a full, stretchy size. Magic Towels are similar to the Magic Sock range. Inside the pack, a whole face flannel expands when placed in water.
The Wooden Drum from Halilit is made of rubber wood and has fabric sides and an authentic sound. The TAF Developmental Toy range is notable for its giant, thickly padded Playmats and Baby Gyms. Each one is packed with features and activities and most are large enough to accommodate twins. The mats form just part of the huge TAF range which also includes Rattles, Mobiles, Pram Toys, a Musical Sorter and a ‘4 in 1’ Walker. There are 17 TAF new products for 2010 with prices starting from £4.99. The Award Winning Touch Mat features lots of different textures and comical illustrations both in black and white and colour. It has teethers and rings, a baby-safe mirror, along with a hide ‘n’ seek bunny and crinkly leaves. Many TAF Toys feature a musical element, with music from classical to jazz specially attuned for babies. The Catch Me Car is a brightly coloured soft car with driver, which encourages baby to crawl after it as it sets off slowly across the floor. The Interstar Construction System features easy to link Interstar Rings, which were described as ‘brilliant’ by testers for the Practical Pre-school Awards where they merited a Gold certificate. Finally, the new Water Wand enhances the current bath toy range.
PLAYMAIS 01371 873141
PlayMais is a craft product for preschoolers – an eco-friendly, green modelling material. Play with it, build with it, create with it and you can even eat it. PlayMais uses 100 per cent natural ingredients. Sweetcorn and plant dyes are moulded into colourful building material, which, using water, stick to each other. PlayMais is fully biodegradable and all of the packaging and box contents are too – even the cutting tool in each pack is made from cornstarch. The compound has won awards in its native country, Germany, and is currently holds accolades from the NATLL Good Toy Awards, the ToyTalk Awards and Creative Play in the UK. PlayMais is available in a variety of sizes and themes. Generic boxes come in sizes M to XL, while the themed packs include Animal Farm, Pirates, Circus, African Jungle, Fantasy House, Castle and Sea World. The range is being supported by national PR activity including PlayMais Playdates throughout the country.
DKL 01604 678780 The Corolle Dolls range has traditional and modern dolls for babies, preschoolers through to pre-teens. The Corolle Les Classiques family features large dolls suitable for children aged two and over, from interactive dolls and wet and drink dolls. Julia is an interactive, 42cm baby doll whose functions include laughter, babbling, crying and drinking sounds. Julia is joined by three other Les Classiques feature dolls – Emma and Paul are drink and wet bath babies, and Bebe Tresor. A choice of additional clothes and accessories are available for all dolls. Wonderworld designs and manufactures wooden toys. The company has created wooden toys including the Mini Vehicles collection. Vehicles include Fire Engine, Police Car and Diggers among others. The new kitchen range includes cooker, fridge, washing machine, sink and microwave. Each comes with its own accessories. Viking Toys also offers a host of vehicles and trucks in a variety of sizes and colours, from Super trucks to Mini Chubbies. All suitable for both indoor and outdoor play, they are also dishwasher proof. The Viking Garage comes with two cars and a helicopter. It includes a working lift, a ramp, petrol pumps, repair shop and a car wash.
Dedicated monthly retail coverage
Retail Only News • Data • Opinion
NPD figures show robust UK market
Comment Page 70 Counter Insurgent on TRA debacle...
UK sector shows continued strength ahead of the crucial Christmas trading season...
Charts
NPD SAYS traditional toy sales in the UK during the first eight months of 2010 saw an eight per cent increase, compared to the same period in 2009. At the same time, sales in August boosted the overall average with a 15 per cent increase in value. Despite speculation about the economy, and the prospect of a double-dip recession, parents continued to buy toys for their children outside of the key Christmas period. In fact, according to NPD, unit sales have caught up with the levels experienced before Woolworths’ closure more than 18 months ago, with unit sales five per cent above 2008 levels (year to date through August). One of the market leaders in the UK is Toy Story, the number one toy licence for August. Sales of Toy Story toys have already climbed up to £20m at retail since the beginning of 2010 (source: NPD Retail Tracking Service).
Page 71 Amazon, Play.com, The Entertainer, WH Smith, Mail Order Express and John Lewis feature this month...
New products Page 72 Other success stories include Character Group’s Zhu Zhu Pets, which is the best selling toy year-todate, Lego toys and various World Cup related toys and collector cards. One of the primary favourable factors of the market recovery seems to be the increase in birthday purchases. In the first half of 2009, birthday purchases dropped by 15 per cent. However, 2010 market growth has clearly been driven by birthday gifts, with year-to-date revenue up 34 per cent and unit sales up 33 per cent.
“There have been many positive stories in the toy market so far this year, all adding up to increased consumer spend and, with the most important months ahead, the toy trade is well on its way to get back to pre-Woolworths levels,” said Jez Fraser-Hook, director of NPD EuroToys. “With this in mind, NPD is confident the remainder of the year will be strong and forecasts a five per cent growth in value for the full year.” NPD: 01932 355580
Leading online games retailer makes toy move to catch Christmas trade VIDEO GAMES portal Gameseek is aiming to make an impact in the toy market, with a greatly increased range. The company already stocks some Re:creation and Halsall ranges, and is looking to talk to other suppliers to increase its line-up. Managing director, Stephen Staley, told ToyNews: “We’ve always done some toys, and we certainly don’t
underestimate it as a market, particularly at Christmas time. Video games do well all through the year, apart from summer, so I think toys could definitely fit in and could become ten per cent of our business.”
Gameseek.co.uk has been established for over ten years and currently turns over around £3m, with links into a number of other online sites. Its sophisticated back-end system means it can order in from suppliers and dispatch goods to customers automatically. www.gameseek.co.uk
On the way this month are items from Bandai, Intelex, Konami, Casdon and One Earth Games...
Hero Product Page 73 Schleich’s Wild Life Plane...
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HIGHSTREET COUNTER INSURGENT
Grant: no longer chairman of TRA...
Dispatches from the retail front line... The recent resignation of Gary Grant from the TRA is unfortunate and unnecessary. I understand the view of Toymaster and applaud it for speaking up for its members, but to question Grant’s commitment to the TRA and accuse him of a conflict of interest seems, from the outside, a little harsh. Grant has worked very hard for the good of the industry as a whole and is never afraid to put his head above the parapet. Dream Toys wouldn’t be the media event it is without Grant’s drive and energy. Also, when the shit hits the fan, Grant is there to help calm the waters whenever the papers try to drag something up just as Christmas is coming. I seem to remember last year that Grant quickly calmed the
‘Hamster-gate’ story when he wasn’t even stocking them. He was always fending the majority of Mattel recall media enquiries and in most cases, the industry as a whole. The media want and demand a quick response. Manufacturers can only now read from a legally-prepared statement and the BTHA doesn’t seem to want to say much, possibly for the same reasons. His resignation is a big blow for the whole industry. Maybe the whole idea of a retailer association, which is made up of retailers, is outdated and possibly in these days of Monopoly Commission quangos, illegal now anyway. But until the two associations can work together, or the BTHA takes an active role in assisting the smaller retailers with the rules and regs that pour through, the TRA is vital to every indie. Going back to the sentiments of Toymaster, I fully
understand their concerns and they deserve credit for highlighting to their members and the trade the fine line between survival and another empty shop.
more support is given to the national chains. The public perception is all retailers are rich and don’t have to do much work to enjoy a life of holidays in the sun several
Maybe the whole idea of a retailer association, which is made up of retailers, is outdated. When a customer picks a toy up in a supermarket, that small sale of under £5 means nothing to a multi-million pound company, but that small sale of under £5 for an indie is lifeblood. Every year more and
weeks a year. Well most of us aren’t rich, and by the time the Government has cleared up the deficit, we will be even less rich. Most small indies do this job because they love the industry, they have passion for
what they sell and pride in making kids (hopefully) happy. But there does come a point when you do have to think: ‘Is it worth it?’ The hassle of running a business, the people who think they are entitled to just take what isn’t theirs, the hassle of yet more competition, and lack of support from some suppliers who, while on the crest of the wave, can be as arrogant as they like. The argument for positive discrimination has raged since Peter Brown first coined it in a speech some years ago. Fairer allocation of stock and with positive discrimination to smaller retailers is vital for their very existence. A small allocation means nothing to a supermarket, but to an indie is crucial. Stock is going to be tight this year, according to most suppliers, so please look after the indies with some decent allocations instead of just the scraps.
PRICE CHECK: NOVEMBER 2010
NOVEMBER 2010
Bop It Hasbro
Fluffy Go Walkies Vivid
Barbie Champion Tawny and Doll Mattel
Paper Jamz Guitar Wowwee
Wild Science Worm World Interplay
£15.99
£17.99
£34.99
£19.99
N/A
£15.99
£19.99
£39.99
£19.99
£9.99
£17.97
£14.99
£29.97
£18.99
£9.99
£16.00
N/A
£39.95
£24.95
£9.95
£20.00
£20.00
N/A
£25.00
£13.00
RETAIL ONLY
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RETAILCHARTS WHSmith.co.uk
CHART DATE 12/10/2010
The Entertainer
CHART DATE 11/10/2010
1
Sylvanian Families Nursery School Bus
Flair
1
Toy Story 3 – Woody’s Horse Bullseye
2
Sylvanian Families Rainbow Nursery Figure Set
Flair
2
Transformers Revenge of the Fallen – Leader Optimus Prime
Hasbro
3
Peppa Pig Giant Picture Cards
Jumbo
3
Playskool Kota My Triceratops
Hasbro
4
Lego Star Wars Pen
Hasbro
4
Air Hogs Vectron Wave Yellow and Black
5
Sylvanian Families Nursery Playground Swing Set
Flair
5
Hello Kitty Scooter
6
3-in-1 Creator Mini Helicopter
Lego
6
City Industrial Train Set
7
Large Brick Box
Lego
7
Air Hogs R/C Laser Zero Gravity Black and Blue Racer
8
Thomas and Friends Wind up Toy (pack of six)
Tomy
8
In the Night Garden Talking Plush Igglepiggle
9
Peppa Pig Jigsaw
Jumbo
9
Moon Dough Barn
10 City 4x4 and Horsebox
Amazon
Lego
CHART DATE 11/10/2010
1
Make a Chrystalite Trinket Box
2
Brainbox All Around the World Card Game
3
Peppa Pig Wendy House 2010
4
Vivid
Spin Master HTI Hornby Spin Master Hasbro Spin Master
10 Toy Story Buzz Lightyear
Vivid
Mail Order Express
CHART DATE 12/10/2010
Great Gizmos
1
Dareway 08 Gothic Ride-on
Green Board Games
2
Born to Play In the Night Garden Pink Slumber Glo Bed
Yaffe
Worlds Apart
3
Born to Play In the Night Garden Slumber Glo Bed
Yaffe
Kidizoom Plus Digital Camera Blue
VTech
4
Farm Mega Set
Playmobil
5
Kidizoom Plus Digital Camera Pink
VTech
5
City Cargo Train
Lego
6
Nerf N-Strike Clip System Dart Pack (36)
Hasbro
6
Furnished School Building
7
Original Rubik’s Cube
Drumond Park
7
Razor Riprider 360 Caster Trike Blue
8
Dave the Funky Shoulder Monkey
Wow Stuff
8
Mega Four in Line Game
9
Zhu Zhu Pets Hamster Funhouse Deluxe Gift Set
Character
9
R/C Cargo Train
Playmobil
10 The Grande Mansion
Playmobil
10 Bakugan Battle Pack
Play.com
Spin Master
CHART DATE 11/10/2010
John Lewis
Famosa
Playmobil Re:creation Famosa
CHART DATE 11/10/2010
1
Flying Origami
Worldwide Co
1
Maxi Micro Scooter purple
Micro Scooters
2
Weird Science Lab: Fart Experiment
Worldwide Co
2
Maxi Micro Scooter black
Micro Scooters
3
Weird Science Lab: Bouncy Ball
Worldwide Co
3
Mini Micro T-Bar Scooter blue
Micro Scooters
4
Nerf Deploy CS-6 for use with Clip System Darts
Hasbro
4
Mini Micro T-Bar Scooter pink
Micro Scooters
5
Classic Rubik’s Cube
Drumond Park
5
City Cargo Train
6
Hide n Squeak Eggs
Tomy
6
Scuttlebug Flowerbug Trike pink/purple
7
Nerf Clip System Darts
Hasbro
7
Kidizoom Plus Camera pink
VTech
8
Bananagrams
Winning Moves
8
Kidizoom Plus Camera blue
VTech
9
Toy Story 3 Giant Picture Card Games
Ravensburger
9
Deluxe Brick Box
Worldwide Co
10 Star Wars Rebel Trooper Battle Pack
10 Floating Origami
Lego Mookie
Lego Lego
NOVEMBER 2010
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PRODUCTNEWS
Bandai reveals Ultimate Alien toys WITH THE new series, Ben 10: Ultimate Alien, now showing on Cartoon Network, Bandai has introduced a new range of action toys to tie in with it. Ultimate Alien continues the story of Ben 10 one year after the events of Alien Force and defeating Vilgax. Bandai’s range includes a variety of vehicles, action figures and role-play. Key items include the 10cm Ultimate Alien Collection Figures; the Disk Alien Ultimatrix; the new Mark
10 Car which transforms from car to hovercraft to submarine and plane; Alien Creation Chamber Figures which can be used on their own or with the new Alien Creation Transporter.
Bandai’s product launch will be supported by a heavyweight marketing campaign which will include TV advertising to complement the new series, plus online activity,
sponsorship, PR and consumer print advertising. Other new products in the Bandai Ben 10: Ultimate Alien range will include 10cm Deluxe Figures; 15cm DNA Alien Heroes; Vuescope Ultimatrix; Hero Time Omnitrix; Alien Utility Vehicle; Alien Creation Laboratory; Ben 10 Mini Figures; Nerikeshi Alien Heroes; Ben 10 Soft Vinyl Figures and the Ultimate Echo Echo Arm. Bandai: 08456 028782
One Earth Games launches with self sufficiency board game GO GREEN is a new family board game from One Earth Games, where players use a wheelbarrow to move around the board, collecting fruit, vegetable, pigs and chickens to fill their garden and allotment. Green Fingers cards turn up unexpected twists and turns in players’ quest to go self sufficient, as chickens have to be protected from foxes, drought has to be avoided
and livestock must be prevented from escaping. Natural Selection cards, meanwhile, are educational multiple choice questions, which when answered correctly, will win haybales. The game is suitable for ages seven and over, and can be played with two to four people. One Earth Games: 07932 656625
Intelex adds 17” animals to Cozy Plush range
Konami unveils two collectable tin sets
THE LATEST addition to the Cozy Plush range is a new selection of 17” Cozy Plush animal characters. Available in Sheep, Puppy or Monkey designs, each has a removable inner heat pack fragranced with lavender. These products are packaged in gift packaging. All products are fully safety tested to EN711/2/3 and also comply with the British Standard BS 8433:2004. Intelex: 01933 679 777
KONAMI DIGITAL Entertainment has announced it is to release a pair of special 2010 Collectible Tins, containing rare cards for users to add to the 5D’s Yu-GiOh Trading Card Game ranges. Konami will release two tins during the course of the year, and each will contain a Secret Rare and four Super Rare cards, alongside five Booster Packs. The tins have been designed to store Decks, Cards and paraphernalia, and feature cards based on the monster gracing its face for use with the Absolute Powerforce, The Shining Darkness and Ancient Prophecy booster sets. The gold-hued Majestic Red Dragon Tin features Jack’s Synchro Monster, and offers Elemental Hero Stratos and three other Super Rare variant cards, alongside its Secret rare cover star. The next tin features Crow’s Black-Winged Dragon Synchro Monster, and contains five packs, a Chimeratech Fortress Dragon and three other Super Rare cards. Konami: 020 8987 5730
NOVEMBER 2010
Casdon expands its Henry and Hetty range
THE RECOGNISABLE Henry and Hetty the hoovers’ faces now appear on a choice of two cleaning trolleys complete with everything needed for a spring clean. The Henry and Hetty simulated mop has a fabric floor cloth, which can be removed and attached using the traditional finger push tea towel method. There is also a long handle brush, dustpan and brush, as well as play detergent bottle and paper debris container. Also, two new Henry and Hetty Sit and Rides can be used indoors and out as a walker for children from 12 months. Once they can walk, it can be used as a ride-on, using the carry handle shaped steering wheel to steer. There is also storage space under the hinged seat. The Henry vacuum itself has a nozzle and hose and is supplied with a dustpan and brush. The simulated cord is reeled by turning a handle – and the hoover really works, picking up small bits of paper or poly beads. The company also has a Hetty version available. Casdon: 01253 608420
HERO PRODUCT
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Schleich Wild Life Plane The new Plane from Schleich is a major completist purchase for its top-selling Wild Life range…
The plane comes with pilot, opening doors, landing gear and an engine compartment...
THE NEW Schleich Plane portrays the traditional fixed wing prop plane which is commonly seen in the widest regions of Africa, the Australian Outback and the Plains of South America. The plane has many moving parts and comes complete with pilot, doors that open, landing gear and an engine compartment. Its distinctive zebra livery is emblazoned with the Schleich logo and is symbolic of the company’s 75th anniversary. Schleich’s retailers are seeing a real surge in sales of the Wild Life range, with children and parents collecting everything from the introductory smaller animals through to entire families. The new Plane is designed as a major present purchase to bring the whole collection together.
The Wild Life collection has been enjoying a surge in sales at retail level.
Product info: OUT NOW RRP: £35.95 Contact: 01279 870000 schleich@schleich-s.co.uk
NOVEMBER 2010
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LOGIBLOCS
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020 7471 0980
■ Toy Suppliers Cartamundi
01268 511 522
Richard Edward
0208 311 8888
LOGIBLOCS IS a genuine oneproduct company, like Lego. Unlike Lego, which first produced plastic bricks in 1949, Logiblocs has only been trading for 14 years, but is now sold throughout the world. In France, Logiblocs is apparently a household name. A one-product company suffers from the inability to spread overheads across a portfolio of products. Also, the option of swapping out products and trying new lines is not possible.
Nevertheless, managing director, Tony de Rivaz relishes the challenge. He said: “Yes, some people say that we need our heads testing. But we are able to offer a very high level of service and attention to detail which customers do appreciate. “Also, now we have enough loyal trade customers – loyal because Logiblocs do sell and provide a point of difference – the business model actually seems quite a good one.”
At the heart of Logiblocs is automation and interactivity – buzz words for the younger generation. When Logiblocs were launched the press dubbed the product as ‘Lego with Attitude’. The age range for the LogiMen is four to eight and for the Logiblocs four to 11. Every bloc links to every other bloc which adds to the collectibility. For more information: Tel: 01727 763 700 Web: www.logiblocs.com
WOW SUPPLIER/MANUFACTURER
020 7471 0980 BRITISH DESIGNED and awardwinning Wow has been producing toys for over 12 years. The pre-school range is a consistently strong seller at retail and the line has grown to over 45 products, and is distributed in over 40 countries worldwide. Wow’s vehicles, pushed along by toddlers’ hands, provide long lasting play value and stimulate a child’s learning through creative play
and discovery. They are a firm favourite with children, mothers and nurseries. Each toy from Wow has been designed by its own toymakers, who produce award-winning products every year. Vibrant in colour and extremely durable, Wow uses the highest grade raw materials and employs rigorous quality control procedures to preserve its high standards. The toys come packed with
features such as friction motors, winches and pulleys and secret compartments for children to discover. This range of toys is truly modern yet has traditional play values. Wow supports its customers by developing new, innovative promotional tools every year in order to assist the independent
retailers that champion the Wow Toys’ pre-school concept range throughout the UK. The Wow toy range is a highly innovative and individual concept. Thanks to the company’s unwavering and dedicated approach to producing the highest quality toys for the under-fives market, the line-up
makes way for a refreshing and creative approach to play. Both trusted and safe, the toys have no need for batteries, thanks to their clever designs and promise fun and lasting play.
For further information please contact customer services on: Tel: 020 7471 0980 Email: info@wowtoys.com www.wowtoys.com
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TOY TALK
TOY TALK
A new low in the MGA/Mattel war, millionaires and their money and there’s more from our industry survivor...
MGA GOES NUCLEAR
Jon SALISBURY Observations from a toy industry survivor....
LOOKING FORWARD to Star Wars 3D? Ready for a new chairman at the Toy Retail Association? Eager to take receipt of 11 million recalled toys? After a relatively calm Summer, the toy world has once again burst alight as we sprint towards the finish line of the for the all-important fourth quarter. There are many undercurrents behind all of these stories that either explain their genesis or muddy the waters to further confuse us all. For example, Mattel shares fell by a heart-stopping 22 per cent in just five seconds before the news of the latest huge product recall for reasons that were never explained. Insider knowledge? Surely not, but certainly timely. As for the earlier than planned resignation of the TRA chairman, there is nothing more emotive than a spat, for whatever reason, between a bunch of fiercely proud independent businesses, so I’m not going to go there. I’ll leave that to someone braver than me. The most significant anniversary of the year in the UK retail toy scene has to be the fact that 2010 sees Toys R Us marking 25 years since its first stores opened in the UK. My, how time has flown. Charles Lazarus may be long gone and the chain has had its fair share of trials and tribulations in recent times as it adjusted to life in a bricks n’ click world, but the founder’s original toy supermarket concept still holds firm. TRU and The Entertainer have both just reported strong sales in the UK after a year sans Woolies. “There was a monumental change in toy retailing with the demise of Woolworths and this was the first full year trading after Woolworths exited the market,” Entertainer boss Gary Grant said. TRU, The Entertainer, Tesco and online sales have been the winners this year. Multi-channel has come of age and all sellers neglect each delivery method at their peril.
The ongoing battle between Mattel and MGA has now got really dirty with MGA latest statement accusing Mattel of a “litany of lies”. It says: "Mattel's litany of lies in its 'reply' reveals the depths to which Mattel and its desperate lawyers will sink in order to deflect attention from MGA's strong, written by Mattel, evidence discussed in recent hearings before the Court including: "(1) Mattel's how-to manual for sneaking into private showrooms at Toy Fairs, including tips on printing fake business cards and dummying up phony invoices for phony toy retailers and resale tax IDs for these phony retailers; and (2) a letter written by Mattel's counsel in this same case while investigating MGA's unfair competition claim that the Court recently stated on the record was sufficient to give rise to an inference that evidence had been deliberately suppressed by Mattel in this case. "We look forward to the trial in January 2011, when Mattel and the criminal activities of its executives will finally be exposed for the world to see and for MGA to be compensated for years of wrongs by Mattel." Blimey.
AGENT PROFILE
IN ASSOCIATION WITH
Bradley Dodds Who are your current clients? Tomy, Big Jigs, MV Sports, Trends, Green Board Games and Amerang. What ranges do you deal with? Various range of products from nursery through to high end remote control. What regional area do you cover? London and the South. How many retailers do you deal with? Around 120 and some key accounts as well. What do you enjoy most about being an agent? I love being on the road visiting different accounts and meeting different people. No day is ever the same.
NOVEMBER 2010
What car do you drive? Renault What’s your selling secret/ top tip? Building a relationship of trust with all my accounts, large or small. What’s your favourite service station? None. I don't use them. I do like a breakfast from McDonald's though. Do you have any funny/ strange/interesting stories from the road? I left home in a rush one day for a meeting. Driving around the M25 then come to some traffic as per the norm, then I thought to myself that my shoes felt strange so I
looked down and to my horror I had one black one on and one brown (help!) I had to quickly buy some before my meeting.
TOY TALK
81
THE SECRET…. Wow’s Stuff’s ebullient boss, Richard North appeared on Channel 4's Secret Millionaire programme recently. The show was broadcast on Sunday October 24th at 9pm. In case you don’t know it, it sees wealthy entrepreneurs go into under-privileged communities to find worthy causes for financial help. In it, North goes undercover in Cardiff to meet people who might find a positive use for all that money he’s making from remote control monkeys and the firm’s famous Face/Arse towelling innovation.
Benn Bramwell, marketing manager, Ravensburger
AND THE NOT SO SECRET… It seems Martin Grossman has also joined the ranks of the nouveau riche. The Glasgow Herald reported that the firm posted pre-tax profits of £955,416 for 2009, compared with a £39,934 pre-tax profit in 2008. The company's sales for the year almost doubled to £9.6 million during the year, compared with £5.1 million the previous year. The company’s accounts, which were obtained by The Herald from Companies House, reveal that the highest-paid director, assumed to be Martin, last year earned £128,580, compared with £121,650 the year before. A shift to concentrating on licensed product, supplying from Hong Kong and a weakened pound have all helped. Being a proud Glaswegian, he’s particularly pleased to still be based there. So well done Martin. Mind you, if he’s going to get round all the underprivileged in Glasgow he might need a few bob more first.
BEWARE BOGUS ORDERS It seems that there are still people out there trying to scam toy companies by placing bogus orders, which they will collect but have no account through which to pay. We reported back in September that several suppliers have been the victim of bogus order scam from a firm posing as Toys Direct and it seems it is still happening. John Crane, Learning Curve, Brainstorm and other suppliers have both received orders from someone calling themselves Alex Barber from Toys Direct and also Jac in a Box, Macclesfield, and using the email address alexb.toysdirect@gmail.com. The scam involves ordering goods and then asking to pick them up directly by van instead of having them delivered. The police have been informed. Toys Direct boss Brian Parrish confirmed: "We don't allow anyone to collect in our name, we always have products delivered." So, if you’re a supplier and anyone wants to come and pick up their own deliveries from you, be alert.
YAFFE 2 – THE RETURN
My Favourite Things
Martin Yaffe’s Adam Yaffe was doing the rounds at Brand Licensing Europe, and clearly has plans for a comeback in the toy market. Watch this space for news on that….
NOVEMBER 2010
Favourite album: Three Feet High and Rising by De La Soul. And Planet Jedward ------------------------------------------------------------Film: The Goonies. Greatest film ever made -----------------------------------------------------------------------------Book: Tiddler. I’ve read it to my kids over 1,000 times -----------------------------------------------------------------------------TV programme: Old - The Wire; current - How I Met Your Mother -------------------------------------------------Magazine: Empire --------------------------------------------------Holiday destination: Barbados (only place I’ve been) ---------------------------------------------------Expression: “You’re joking?” ------------------------------------------------------Gadget: iPhone -----------------------------------------------------------------------------Tipple: Cold lager from a bottle -----------------------------------------------------------------------------Food: Anything of the ‘all you can eat’ variety ---------------------------------------------------------------------------Sport: I play and watch football. I’m a Liverpool fan, my favourite player being John Barnes. -----------------------------------------------------------------------------Word: You won’t be able to print it -------------------------------------------------------Sweet/snack: Minstrels after they have been placed on a radiator (try it) ---------------------------------------------------------Guilty pleasure: Any kind of cereal ever made with ice cold milk ---------------------------------------------------------
82
FEATURE PLANNER
DECEMBER 2010 Playground crazes and pocket money toys Hong Kong Toys & Games preview Industry Services In December, we will feature a run-down of the latest low-value, high-volume crazes to hit the playground. The unsung heroes of the business – industry services companies – will also get a shout. Finally, in the December issue, there will be a look ahead to the first of the major toy exhibitions of 2011, the Hong Kong Toys and Games Fair.
TRADE SHOW SPECIALS Spring Fair
Nuremberg
Toy Fair
The January issue of ToyNews kicks off the show season with a comprehensive guide to toy exhibitors at Spring Fair 2011. The bumper February issue carries company by company guides on those exhibiting at London’s Toy Fair, as well as Nuremberg’s Spielwarenmesse.
Call Emily Briggs on 01992 535647
to advertise in the Extra de Show Circulation February Tra Special. Or email emily.briggs @intentmendia.co.uk
Editorial deadline: Call for details Advertising deadline: November 3rd
January editorial deadline: November 5th January advertising deadline: November 26th February editorial deadline: November 12th February advertising deadline December 10th
FORTHCOMING EVENTS TOYZERIA November 25th - 28th Istanbul World Trade Centre www.toyzeria.com
HONG KONG TOYS & GAMES FAIR January 10th - 13th 2011 Hong Kong Convention & Exhibition Centre www.hktdc.com
TOY FAIR January 25th - 27th 2011 Grand Hall, Olympia, London www.toyfair.co.uk
SPIELWARENMESSE February 3rd - 8th 2011 Nuremberg www.toyfair.de
SPRING FAIR February 6th - 10th 2011 The NEC, Birmingham www.springfair.com
AMERICAN INTERNATIONAL TOY FAIR February 13th - 16th 2011 Javits Center, New York www.toyassociation.org
PLAYWORLD MIDDLE EAST March 7th - 9th Dubai International Convention and Exhibition Centre www.playworldme.com
TOY NEWS FIVES July 8th 2011 Powerleague, Barnet www.topcorner.co.uk
Got any events you would like to see added to the calendar? Email ronnie.dungan@intentmedia.co.uk
www.toynews-online.biz Editorial: 01992 535646 Advertising: 01992 535647 Intent Media is a member of the Periodical Publishers Associations
NOVEMBER 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: 6,043 July 1st 2009 to June 30th 2010. SUBSCRIPTIONS UK: £50 Europe: £60 Rest of World: £90 The international cost applies per subscription and covers airmail dispatch of 12 issues
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