Issue 112
The toy industry’s highest circulation trade title Exclusive media partner
INSIDE…
DREAM TOYS REACTION Industry feedback on this year’s Christmas toy showcase
HOW WAS IT FOR YOU? The licensing business looks back on the last 12 months
POCKET MONEY PICKS Potential playground crazes and collectable favourites
INDUSTRY SERVICES Logistics, distribution, design and marketing firms highlighted
December 2010
Contents
Ronnie Dungan Managing Editor Ronnie.Dungan@intentmedia.co.uk
Samantha Loveday Associate Editor Samantha.loveday@intentmedia.co.uk
REGULARS 4
News
6
Appointments
8
Exclusive NPD analysis
COMMENT Katie Roberts Deputy Editor Katie.Roberts@intentmedia.co.uk
10
Media Tracker
12
TV ratings
18
Campaign of the Month Emily Briggs Sales Manager Emily.Briggs@intentmedia.co.uk
LICENSING 20
News
24
That was the year that was
Dan Bennett Design Dan.Bennett@intentmedia.co.uk
FEATURES 14
Dream Toys
26
Playground Crazes
33
Industry Services
Jon Salisbury Contributor jon@wotkidzwant.com
RETAIL 46
Counter Insurgent
46
Price Check
47
Retail Charts
48
New Products
49
Hero Product
Stuart Dinsey Publisher Stuart.Dinsey@intentmedia.co.uk
Editorial: 01992 535646 Advertising: 01992 535647
Intent Media is a member of the Periodical Publishers Associations
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WHAT THE DICKENS?
THE SURVEY by OnePoll that says we’re heading for a Dickensian Christmas is obviously alarming on the one hand, but use of the word “Dickensian” is clearly designed to grab headlines in our new age of austerity, so it should be taken with a large pinch of salt. According to 72 per cent of the population, you can prove anything with statistics. It’s worrying nonetheless. And when the beloved coalition have finished raping the nation’s core services and slung millions on the dole, how can it not affect consumer spending on entertainment items? How can it not affect parents’ expenditure on toys? But a Dickensian Christmas? That might be overplaying it a little. Citrus fruit and twine are not about to become top-selling children’s gift items, surely?
How can it not affect spending on entertainment items? How can it not affect toys? However, the old Etonians are clearly trying to take us back to the good old days of the workhouse and the whip-hand, so maybe the answer to those Chinese manufacturing problems is to bring it all back home and let our own kids get to work? Think of the reduced shipping costs; the shortened lead times; the improved margins. It makes sense. No wonder so many in the toy trade wanted them in. It seems that some of 2010’s earlier momentum has slowed a little, particularly in the independent sector, judging by some of the comments from our retail contacts. But if there’s growth this year, and all signs point to it, with NPD data showing the market up against 2009 for most of 2010, it will likely come from multiples, not indies, who are once again being hurt by some brutal price cutting from loss-leading supermarkets such as Sainsbury’s to name but one. Or maybe we’re going right back to the good old days when independents shops ruled the High Street. A money-making independent? Talk about a curiosity shop. Ronnie Dungan ronnie.dungan@intentmedia.co.uk
4
NEWS
Hong Kong expo kicks off show season Almost 2,000 exhibitors from 38 countries expected at 2011 event ● Toy buyers from Europe, US and Australia all planning to attend ● World of Toys Pavilion returns... by Ronnie Dungan THE UK trade will once again flock to the Hong Kong Toys and Games Fair – the traditional curtain raiser on the trade show season. The show runs from January 10th13th 2011, with the International Licensing show running alongside from January 10th-12th. A total of 1,915 exhibitors from 38 countries and regions, including group pavilions from the Chinese mainland, India, Korea, Pakistan, Spain, Taiwan and Thailand, featured at the 2010 event. The show was visited by more than 33,000 trade buyers from 125 countries and regions. This represented a total increase of 15 per cent over the previous year, with buyer attendance from outside Hong Kong up 36 per cent. In 2010, the fair introduced the Brand Name Gallery, which hosts design-driven products and brands with high consumer recognition. It will return in 2011, joining a number of product-specific zones. Among the established favourites next year will be Educational Toys & Games, Hobby Goods, Outdoor & Sporting Items, Paper Products and Toy Packaging, Party Items and Video Games.
What to see The World of Toys Pavilion, jointly organised with Spielwarenmesse, will return for the 2011 show, showcasing manufacturers from around the world. The new Video Games Zone and Testing, Inspection & Certification Services Zone from 2010 will again be joined by the well-established themed zones of Candy Toys, Hobby Goods, Magic Items, Outdoor & Sporting Items and Paper Products & Toy Packaging.
2011 will also see the return of the Testing, Inspection and Certification zone, with expert exhibitors featuring in these areas. There will also be seminars and workshops covering these issues, as well as industry trends and marketing tips. Exhibitors give a close look at their products in the Product Demo and Launch Pad, while buyers and exhibitors also mingle at social and networking events.
The show was visited by more than 33,000 trade buyers from 125 countries in January 2010. Running alongside the Hong Kong Toys & Games Fair is the Hong Kong International Licensing Show which last year featured 143 exhibitors, more than 300 brands and properties and attracted 13,366 buyers. Product categories include art and design, celebrities, characters, corporate brands, sport, fashion and lifestyle and digital entertainment. Also running alongside the show is a full licensing conference programme, as well as the Asian Licensing Awards.
Toy buyer breakdown 61.38%
Asia
19.37%
Europe
8.5%
United States
3.51%
Central & South America
3.42%
Australia & the Pacific
2.58%
Middle East
1.24%
Africa
NEWS
www.toynews-online.biz
5
Poll points to cut-back Christmas for kids One in three families planning to cut number of gifts by half, says OnePoll ● However, NPD points out sales are continuing to grow ● But note of caution sounded regarding sales at independent retail level... by Ronnie Dungan THE TOY market’s recession-proof reputation has been tested by research from OnePoll, which is predicting a “Dickensian” Christmas, although industry commentators remain confident. According to the poll, children will receive fewer presents this Christmas than they did in Dickensian Britain as a result of Government cuts. One in three families across the UK are planning to cut the number of gifts for their kids by half in a bid to save money. More than 37 per cent of couples will buy fewer presents for each other, and almost 38 per cent of families have agreed to cut out presents entirely, says the poll. It means children could receive, on average, less than two gifts each – a little less than they received in the 19th Century.
A spokesman for market research company OnePoll, which compiled the report after surveying 2,500 mums from its MumPoll panel, said: “'The global economic downturn, and its knock-on effects, means parents are simply not able to afford numerous presents for their children. Financial constraints also mean that partners, grown-up family members, and work colleagues will receive less this December 25th.” The report shows that 61 per cent – or one in three – Britons will be looking to cut costs this Christmas. Some 34 per cent of mums will buy fewer presents for their children, while 37 per cent of couples will exchange fewer gifts with partners. Only 13 per cent of those mums surveyed said sufficient funds or savings meant their 'usual' Christmas would not be affected.
However, NPD is more confident: “Our figures would suggest it's not the case, with continued growth in sales terms,” said Jez Fraser-Hook. One prominent indie said he was expecting a tough Christmas though: “For once I have heard regularly parents standing in front of the Lego and refusing to buckle to Little Jonny wanting an eye-watering Harry Potter Set.” Phil Ratcliffe, sales and marketing director of MV Sports, was more confident: “At the moment I can't see much evidence of this in our sector of the toy market. We are not yet into the main Christmas shopping season, but the EPOS figures we are getting from majors are holding up well and November is up on last year. If there is a note of caution to add it is that our agents who sell to independents are finding sales very slow.”
Could it be slim pickings for children this Christmas as parents look to tighten their belts and cut back on pressies?
Buzz odds-on for Christmas top slot by Katie Roberts BETTING WEBSITE Paddy Power has tipped Mattel’s Jet Pack Buzz Lightyear as this year’s Christmas number one. The toy is odds-on at 10/11 to outsell the other toys from the TRA's Dream Dozen, including VTech's Kidizoom VideoCam at 2/1, Hasbro's Monopoly Revolution at 12/1 and Wowwee’s Paper Jamz guitar at 10/1. However, the toys posing the biggest threat to Buzz’s top spot include Hasbro's FurReal Go Go Walking Pup, which was slashed from 20/1 to 10/1 and its Nerf n Strike Stampede at 8/1, both of which are proving popular with punters. Sharon McHugh, spokesperson for Paddy Power, said: “Buzz has been a big hitter for more than 15 years now. Kids just never seem to tire of the space ranger.”
Paddy Power will settle the result of the top selling Christmas toy in accordance with official figures obtained from Smyths Toys Superstores.
Top toy odds 10/11 2/1 8/1 10/1 10/1 12/1 16/1
Jet Pack Buzz Lightyear Kidizoom VideoCam Nerf n Strike Stampede ECS FurReal Go Go Walking Pup Paper Jamz Guitar Monopoly Revolution Fireman Sam Deluxe Fire Station Set
20/1 Pumpaloons action game 20/1 Lego City Airport 20/1 Sylvanian Families Motorcycle & Sidecar 25/1 Moon Dough Barn 33/1 ZhuZhu Grooming Salon
Hy-Pro is hoping to take a bigger chunk of the ride-on market with its range of electronically enhanced scooters. The firm’s Zinc range of scooters will be added to with the Defender, which has a built in alarm, the T-Motion, T-Flex and the Bullit, which features a digital speedometer. The collection will be supported by a TV and PR campaign and will be seen at Toy Fair and Nuremberg. “Zinc is set to take the market by storm in 2011,” said director, Simon Pickavance.
6
APPOINTMENTS
INDUSTRY MOVES New sales appointments at Plum Products and Bandai, Hasbro recruits VP of brand licensing, reshuffle at CPLG as CEO departs, Halilit names new PR, Zodiak Rights expands licensing team with duo... FROM LEFT: Jon Tilley, Plum Products’ new director of sales; Ray Hughes will join Bandai in the New Year; Chris Protheroe takes on the role of president and group managing director at CPLG...
Plum Products has appointed Jon Tilley as director of sales. Tilley joins with 15 years experience in the consumer goods industry, having worked for three years at MGA Entertainment on brands such as Little Tikes, Bratz, Moxie Girlz and Zapf Creation. Tilley will be heading up the UK sales team, as well as developing new business through Plum’s established customer base. He will also be looking to develop new business for the firm in to other UK and international markets. Peter Balcombe, MD, said: “We are really excited to have Jon on board. He has a wealth of experience in the toy and leisure sector and will play a key role in developing the growth of our business in to major international markets.” Bandai has recruited Ray Hughes to its national accounts team. Hughes will join the firm in January, having spent the last six years with Vivid, where he has the role of senior national accounts manager. He has also held sales positions with Jakks Pacific and Waddingtons Games.
Bandai’s general manager, Clive Smith, commented: “Ray has a wealth of experience in the toy trade and his addition to the Bandai team forms part of our strategy to further strengthen both our sales and marketing departments.” Former Disney man, James Walker, has joined Hasbro as its new VP of brand licensing for Europe to lead EMEA licensing initiatives. Walker will report directly to Simon Waters, Hasbro’s SVP of global licensing. He most recently held the position of European infant director at The Walt Disney Company. “James’ experience in licensing, coupled with his depth and breadth of understanding of product and brand building, will allow us to continue to expand our licensing business long-term,” said Waters. Halilit has appointed consultant Sally Meredith to handle PR and marketing for its ranges of musical and developmental nursery and preschool toys, including the Edushape, Halilit and Taf Toys brands. Judith Stark, Halilit MD, said: “Sally’s extensive PR and marketing
experience in the nursery and preschool toys sectors will be invaluable to us as we look to raise our profile in the consumer and trade media.” Katarina Dietrich has left her role as CEO of licensing agency CPLG, following a 14-year stint with the company. Dietrich established CPLG’s German office in 1996. She moved to London in 2000 as MD of entertainment for the group, before being promoted to CEO in 2008. A restructure following her departure has seen Chris Protheroe take on the newly created role of president and group managing director at the agency. Protheroe was a director of CPLG and held the position of MD of CPLG Sport for ten years. He will work alongside Steve Manners, the recently appointed EVP and director of entertainment. He will focus on strategic management and leadership of the business, while Manners is charged with dealing with existing licensors and acquiring new rights from either existing or new brand owners.
“I’m delighted to be taking on this exciting role,” said Protheroe. “CPLG has experienced a period of sustained growth over the last few years and is now a truly global business. I am looking forward to the challenge of taking things even further and driving the company’s role in licensing the biggest and best names in entertainment, design and sport.” Zodiak Rights has expanded its licensing team. Emily French Ullah takes up the role of UK licensing manager, reporting into Jane Kennedy, senior licensing manager. She joins Zodiak from 4Kids where she was responsible for sales across brands including Teenage Mutant Ninja Turtles and Yu-Gi-Oh. At Zodiak, French Ullah will be focusing on categories including apparel and accessories, homewares, textiles, furnishings and health and beauty. Meanwhile, Gaby Dior arrives as international licensing manager, reporting in to head of international licensing, Angeles Blanco. Dior was previously European brand manager at CPLG, working with Dreamworks Animation.
08
NPD RESEARCH
Retail Sales Trends
Properties
Value and volume sales up as market heads for Xmas SEPTEMBER SALES showed a strong boost in the UK traditional toy market with value sales accelerating to 24 per cent growth for the month, together with an increase in volume of 12 per cent. All supercategories are showing value growth on September 2009 with the fastest growing areas being plush, youth electronics and building sets, with all three categories growing ahead of the total market. Plush growth continues to be driven by Character’s Zhu Zhu Pets, which accounts for nearly a quarter of all plush value sales in September. This is due to the recent launch of King Zhu aimed at boys as well as the girl’s consistently performing pet range. There is also strong growth from other pet-related plush items, with Hasbro’s Furreal and Vivid’s Animagic (pictured) sales up on last year. Building sets boasts licences such as Toy Story and Halo: Wars growing in addition to the established brands, Lego City and Lego Creator. There have been a number of new brands which have added to sales this year – Lego Atlantis is the top new property across total toys with Lego MiniFigures, Hero Factory, Fisher-Price’s Trio and Mega’s Dragons all adding to the significant sales growth. It should come as no surprise that the top property for the month of September across total toys
remained as Toy Story which has such a wide range of products. In addition, Barbie also enjoyed a strong month – accounting for over a third of the fashion themed dolls category sales in September. The toy market YTD has now exceeded pre-recession sales (YTD September 2008) in both value and volume. “This year sales have demonstrated a positive year-on-
Sales
Average Price
UK Toy Sales (value, year to date)
2009
2010
Source: NPD
DECEMBER 2010
11%
Top 5 Properties September 2011 1. TOY STORY 2. STAR WARS 3. BARBIE 4. LEGO CITY 5. VTECH BABY
Best Property Progression September 2011
Leapster The electronic learning aid climbed 29 places, from number 79 up to 50...
This year sales have demonstrated a positive year-on-year improvement each month. This leaves the market with a strong foundation for future organic growth in 2011, with more exciting events through next year.
Sept 09: £6.04
year improvement each month, which in addition with key events like the World Cup and the release of Toy Story 3 has helped the market recover equilibrium,” says Jez FraserHook, director of NPD Group’s toy business in the UK. “This leaves the market with a strong foundation for future organic growth in 2011 with more exciting events through next year.”
Sept 10: £6.66
Best Item Progression September 2011
SF Regency Hotel (Flair) Sylvanian Families continues to be popular at retail, with the play-set soaring from number 419 to number 54…
NPD RESEARCH
www.toynews-online.biz
Retail Sales Trends UK SEPTEMBER 2011 (£ SALES - VALUE)
UK SEPTEMBER 2011 (UNIT SALES - VOLUME)
1
KIDZOOM DIGITAL CAMERA
VTECH
1
LEGO MINI FIGURES
2
LEGO MINI FIGURES
LEGO
2
HOT WHEELS BASIC CAR ASSORTMENT
3
FIRST STEPS BABYWALKER
4
TOY STORY 3 DELUXE BUZZ LIGHTYEAR
5
BARBIE PUPPY SWIM SCHOOL
6
BAKUGAN BOOSTER PACK
7
TOY STORY 3 DELUXE TALKING FIGURES
8
KIDIZOOM VIDEO CAMERA
9
ZHU ZHU HAMSTER PACKS
10
STAR WARS 2010 LPP
VTECH
3
BAKUGAN BOOSTER PACK
MATTEL
4
GO GO CRAZY BONES SUPERSTARS
LEGO MATTEL SPIN MASTER UK MAGIC BOX
MATTEL
5
PLAY DOH SINGLE TUB
HASBRO
SPIN MASTER
6
LITTLEST PET SHOP GET THE PETS
HASBRO
MATTEL
7
CARS CHARACTER ASSORTMENT
VTECH
8
12 COLOURED PENCILS
CRAYOLA/VIVID
CHARACTER OPTIONS
9
SUPER TIPS BRIGHT 12
CRAYOLA/VIVID
10
MATCHBOX 1 75 MINATURES
LEGO
UK YEAR TO DATE (£ SALES - VALUE)
MATTEL
MATTEL
UK YEAR TO DATE (UNIT SALES - VOLUME)
1
ZHU ZHU HAMSTER PACKS
CHARACTER OPTIONS
1
OFFICIAL FIFA STICKERS
2
KIDZOOM DIGITAL CAMERA
VTECH
2
HOT WHEELS BASIC CAR ASSORTMENT
3
FIRST STEPS BABYWALKER
VTECH
3
LEGO MINI FIGURES
LEGO
4
LEGO MINI FIGURES
LEGO
4
MATCH ATTAX CARDS
TOPPS
5
STAR WARS 2010 LPP
LEGO
5
MATCH ATTAX ENGLAND CARDS
TOPPS
6
CARS CHARACTER ASSORTMENT
MATTEL
6
CARS CHARACTER ASSORTMENT
MATTEL
7
BEN 10 ALIEN FORCE 10CM FIGURES
BANDAI
7
PLAY DOH SINGLE TUB
8
OFFICIAL FIFA STICKERS
PANINI
8
MATCH ATTAX EXTRA 20
9
HOT WHEELS BASIC CAR ASSORTMENT
MATTEL
9
GOGO S III EXPLORER PACK
10
COZY COUPE 30TH ANNIVERSARY
10
LITTLEST PET SHOP GET THE PETS
MGA
PANINI MATTEL
HASBRO TOPPS MAGIC BOX HASBRO
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 CHANNEL SPLITS COMMENT
Behind THE SCREEN By Clive Crouch FOR BREAKFAST television the timing of Dream Toys could not be better. GMTV were always first to air with the story, the location and set combined to deliver a real Christmas fun occasion and most importantly the message was on target with the audience. Last year five hits on GMTV reached over 4.2 million individuals. GMTV was not alone in covering the show – BBC Five Live, Sky, Turner and the regional and national dailies all devoted editorial to Dream Toys. As with all successful repeat events the forward planning team diarised Dream Toys for 2011. I did exactly the same and was looking forward to attending the show. It was no longer my responsibility to take the teas and bacon rolls into the OB truck, hence I arrived in Marylebone at a more leisurely 8:30am. No sign of the OB truck, Richard Gaisford or Jonathan Swain. I soon learnt there was no sign of a Daybreak broadcast either. In a live news business stories break and pre-scheduled items do get dropped. There were no such headline stories that morning. The only story circulating around Dream Toys for the no show from Daybreak was the presence of a scheduled Smyths promotion. Last year Smyths sat together with Dream Toys in the GMTV schedule without a problem. That was then, this is now and, as I mentioned earlier, I no longer do the bacon rolls. Such is the power of television that despite the prolific coverage from other media, and some great product from across the toy industry the mood was noticeably down. The toy industry was not alone with this mood swing – in the past eight weeks over 500,000 viewers have lost their breakfast appetite for Daybreak.
DECEMBER 2010
The Times and The New Statesmen reported this audience loss to be worth £10 million in advertising revenue. The audience available to view are still the same people (just a lot less of them now), so what could possibly have gone wrong? In search of the answer my research takes me back to try and establish what has changed and who is doing what. In a pre-Daybreak launch interview with Broadcast on September 3rd, Alison Sharman, the ‘new queen of breakfast TV’, announced that Adrian and Christine were her “lynch pins”, an unfortunate choice of words probably not meant to do them any harm. I was surprised to discover listed in Alison’s Fact File under hobbies was “Devon”. A hobby that big must take up a lot of her time. I know from my own modest hobby “Tottenham N17” how much time that takes up. Whilst Rome is burning I found myself in that old research cul-desac. I thought it better to look forward to find some comfort rather than continue to review the recent history. Coming to the big screen in January is a movie called Morning Glory about a US breakfast channel called Daybreak with Harrison Ford playing the news anchor man. In those dark winter months when daybreak breaks very late, seeing Indiana Jones himself wrestling with the art of breakfast TV may provide some comfort and therapy for Alison together with her “lynch pins” Adrian and Christine. Cinematic proof that it’s not all bacon rolls and popcorn. www.clivecrouch.com info@clivecrouch.com 07831 670453
Grocers price is much lower than Specialist & Mixed – nearly £8 less on average, which can contributed to the mix of products available in each channel. The price difference has a huge impact on the value share of toys each channel has. With the higher prices Specialist & Mixed have the larger proprtion of value share of the toy market – they account for over two thirds of total value. But Grocers with the lower price point account for 60 per cent of all toy units actually sold.
SOURCE:
MARKET VALUE YEAR TO DATE (SEPTEMBER)
2009 vs 2010 £1,500,000,000
£1,000,000,000
£500,000,000
£1.48BN £1.33BN 2009
2010
SOURCE: NPD/TOYNEWS
STATS
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11
TV insight from former GMTV veteran, Clive Crouch; toy market value; top licensed toys and comparative market data on all manner of entertainment products….
CHANNEL SPLITS (ON EPOS) VALUE % SHARE
VOLUME % SHARE
AVERAGE SELLING PRICE FOR TOTAL TOYS*
SEPTEMBER 2010
SEPTEMBER 2010
SEPTEMBER 2010
TOTAL
100.0
TOTAL
100.0
TOTAL
6.66
GROCERS
31.4%
GROCERS
60.0%
GROCERS
3.49
SPECIALIST & MIXED
68.6%
SPECIALIST & MIXED
40.0%
SPECIALIST & MIXED
11.41
60% 68.6% 31.4% 40%
£6.66 £3.49 £11.41 SOURCE:
TOP VIDEO GAMES (ALL FORMATS) W/E 6/11/2010 TITLE 1.FOOTBALL MANAGER 2011
PLAYGROUND CRAZES: TOY SALES BY PRICE POINT
PUBLISHER SEGA
ALL PRICE POINTS
VALUE %
UNITS %
100.0%
100.0%
2. FIFA 2011
EA
UNDER £5
22.7%
68.6%
3. FABLE III
MICROSOFT
£5 - £9.99
22.7%
16.8%
£10 - £19.99
25.2%
10.0%
£20+
29.4%
4.6%
4. JUST DANCE 2 5. PROFESSOR LAYTON AND THE LOST FUTURE
UBISOFT NINTENDO
6. NEW SUPER MARIO BROS WII
NINTENDO
7. FALLOUT: NEW VEGAS
BETHESDA
8. MEDAL OF HONOR 9. STAR WARS: THE FORCE UNLEASHED II 10. THE SIMS 3
100%
EA ACTIVISION
50%
EA
ALL PRICE POINTS
SOURCE: UKIE/GFK CHARTTRACK
UNDER £5
£5 - £9.99
£10 - £19.99
£20+
SOURCE: NPD EPOS PANEL, YTD SEPTEMBER 2010
DECEMBER 2010
12
AIRTIME STATISTICS
Top programmes The top-performing children’s TV shows on terrestrial and multi-channel....
SHOWS ACROSS ALL TIMES SEPT 10
SHOWS ACROSS ALL TIMES YTD SEPT 10
TIME
TITLE/DESCRIPTION
CHANNEL
OOOs
%
16:29
SCHOOL OF SILENCE
CBBC
181
13.4
6
1
2 16:02
WHAT'S NEW SCOOBY DOO
CBBC
175
15.3
25
3 17:18
SCOOP
CBBC
173
11.0
5
4 7:44
THE STORY OF TRACY BEAKER
CBBC
173
13.1
5 16:29
ESCAPE FROM SCORPION ISLAND
CBBC
163
6 17:01
DANI'S HOUSE
CBBC
7 8:58
PENGUINS OF MADAGASCAR
8 8:01 9 9:11 10 8:28
1
AIRINGS
TIME
TITLE/DESCRIPTION
CHANNEL
OOOs
% AIRINGS
8:59
PHINEAS AND FERB
CITV/ITV1
241
17.6
2 8:44
SPONGEBOB SQUAREPANTS
CITV/ITV1
234
18.5
12
3 16:34
THE SARAH JANE ADVENTURES
BBC1
215
9.8
2
53
4 14:47
BERNARD
CBBC
206
14.6
2
12.4
12
5 16:32
SPORT RELIEF WE ARE THE CHAMPIONS
CBBC
205
13.5
5
159
12.2
11
6 8:58
PENGUINS OF MADAGASCAR
CITV/ITV1
172
14.4
4
CITV/ITV1
154
13.0
5
7 9:01
TRACY BEAKER RETURNS
CBBC
170
13.6
182
ROAR
CBBC
154
11.6
14
8 8:29
BAMZOOKI
CBBC
158
9.4
10
PHINEAS AND FERB
CITV/ITV1
125
8.9
6
9 10:31
FILM: THE BFG (1989)
CITV/ITV1
156
10.3
2
SPONGEBOB SQUAREPANTS
CITV/ITV1
122
9.7
12
10 8:32
SHAGGY AND SCOOBY DOO GET A CLUE CITV/ITV1
154
13.4
3
COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) SEPT 10 1
6
COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) YTD SEPT 10
TIME
TITLE/DESCRIPTION
CHANNEL
OOOs
% AIRINGS
9:11
PHINEAS AND FERB
CITV/ITV1
125.0
9
6
1
TIME
TITLE/DESCRIPTION
CHANNEL
OOOs
%
AIRINGS
8:59
PHINEAS AND FERB
CITV/ITV1
241
17.6
6
2 8:28
SPONGEBOB SQUAREPANTS
CITV/ITV1
122.0
10
12
2 8:44
SPONGEBOB SQUAREPANTS
CITV
234
18.5
12
3 7:50
HERO 108
CITV/ITV1
97.0
7
2
3 8:58
PENGUINS OF MADAGASCAR
CITV/ITV1
172
14.4
4
4 7:23
DINOSAUR KING
CITV/ITV1
94.0
8
1
4 8:32
SHAGGY AND SCOOBY DOO GET A CLUE CITV/ITV1
154
13.4
3
5 8:58
PENGUINS OF MADAGASCAR
CITV/ITV1
92.0
8
4
5 8:15
HORRID HENRY
CITV/ITV1
125
12.6
5
6 8:32
SHAGGY AND SCOOBY DOO GET A CLUE CITV/ITV1
86.0
7
3
6 8:16
BACK AT THE BARNYARD
CITV/ITV
116
11.7
2
7 18:00
ICARLY: IQUIT ICARLY
NICKELODEON 76.0
5
4
7 7:51
BEN 10
CITV/ITV1
100
12.5
5
8 15:59
HORRID HENRY
CITV/ITV1
76.0
7
84
8 7:49
MY GOLDFISH IS EVIL
CITV/ITV1
99
11.8
2
9 7:49
HERO 108
CITV/ITV1
76.0
5
34
9 7:45
MAKE WAY FOR NODDY
FIVE
82
6.4
18
10 9:25
TMNT FAST FORWARD
CITV/ITV1
74.0
6
9
10 8:26
CHOP SOCKY CHOOKS
CITV/ITV1
80
16.5
1
SOURCE: INFOSYS/BARB
DECEMBER 2010
NOTE: THESE CHARTS ARE BASED ON AVERAGE PERFORMANCE
So, who is Millhouse? We specialise in the manufacture of innovative, sustainable children’s wooden toys and furniture. Our products are designed and built here in the UK, a tradition that has lasted over 30 years. In that time we have primarily supplied to the education market; our high quality products have made us the premier choice for schools and nurseries across the UK. Utilising our extensive knowledge and expertise we have developed our first retail range, and in doing so, picked up 10 toy industry awards. Not bad for a first attempt!
STAND # 137 We are keen to speak with and develop lasting relationships with buyers, agents, retailers and distributors throughout the UK and abroad. So now you know who we are, why don’t you come see us and our multi awardwinning range of children’s toys and furniture at the Toy Fair 2011, (London Olympia Grand Hall: 25th-27th Jan 2011). Stand No: 137 (upstairs near the BTHA Members Lounge).
Tel: +44 (0) 1526 351 919 | www.millhouseathome.com For trade enquiries please email: trade@millhouseathome.co.uk
For press enquiries please email: press@millhouseathome.co.uk
Millhouse Manufacturing Design Ltd | Roughton Road | Kirkby on Bain | Woodhall Spa | Lincolnshire | LN10 6YL
14
DREAM TOYS 2010
Dream Toys 2010 The industry’s annual last quarter curtain-raiser grabbed the headlines again with ‘can’t buy’ editorial coverage on TV, radio and press, putting toys in the limelight and giving retailers grist for their promotional mill. Here are the lists in full…
The Dream Dozen
Boys
■ City Airport, Lego UK (£84.99)
■ Armouron Action Set, Bandai
■ Fireman Sam Deluxe Fire Station Playset, Character Options (£29.99)
■ Bakugan Maxus Dragonoid 7-in-1, Spin Master
■ FurReal Go Go Walking Pup, Hasbro (£59.99)
■ Ben’s Mark 10 Car, Bandai
■ Jet Pack Buzz Lightyear, Mattel (£39.99) ■ Kidizoom VideoCam, VTech (£59.99) ■ Monopoly Revolution, Hasbro (£29.99) ■ Moon Dough Barn, Spinmaster (£19.99) ■ Nerf N Strike Stampede ECS, Hasbro (£54.99) ■ Paper Jamz Guitar, Wow Wee (£24.99) ■ Pumpaloons, Drumond Park (£19.99) ■ Sylvanian Families Motorcycle and Sidecar, Flair (£24.99)
■ Beyblade Super Vortex Battle Set, Hasbro ■ Doctor Who Eleventh Doctor Sonic Screwdriver, Character Options ■ Hot Wheels Dr Bones Colour Lab, Mattel ■ Jet Pack Buzz Lightyear, Mattel ■ Kung Zhu Battle Arena, Character Options ■ Star Wars: Clone Wars General Grievous Lightsaber, Hasbro ■ Star Wars: Hoth Wampa Cave, Lego ■ Toy Story Collection Sheriff Woody, Vivid ■ UNSC Arctic Rocket Warthog, Mega Brands
■ ZhuZhu Grooming Salon Character Options (£22.99)
Girls
Pre-School
■ AniMagic Tender Care Twins, Vivid
■ All Around Chuggington Train Set, Learning Curve
■ Baby Alive Bouncing Babbles, Hasbro ■ Baby Born Magic Feeding Doll, Zapf Creation
■ Duplo Toy Story The Great Train Chase, Lego ■ Fire Engine, Playmobil
■ Barbie A Fashion Fairytale Doll, Mattel
■ Fireman Sam Deluxe Fire Station Play-set, Character Options
■ Barbie Puppy Swim School, Mattel
■ Thomas Zip, Zoom & Logging Adventure, Mattel
■ Bratz 10.10.10, MGA ■ FurReal Go Go Walking Pup, Hasbro ■ JLS Collector Dolls, Vivid ■ Moxie Girlz Art-titide Dolls, MGA ■ Ocean In My Pocket Coral Reef, Corinthian ■ Sylvanian Families Motorcycle and Side Car, Flair ■ ZhuZhu Grooming Salon, Character Options
DECEMBER 2010
■ Kidizoom VideoCam, VTech ■ My Pal Scout, Leapfrog ■ Peppa Pig Lullaby Peppa, Character Options ■ Play To Learn Mr Colour Maker, Tomy ■ Play To Learn Pic ‘n’ Pop, Tomy ■ Storio, VTech ■ Toy Story Collection Lots 'O' Huggin Bear, Vivid
DREAM TOYS 2010
www.toynewsmag.com
Games
Cool Toys
■ Best of British, Drumond Park
■ Air Hogs Laser Zero Gravity, Spin Master
■ Boggle Flash, Hasbro ■ Cuponk, Hasbro ■ Elefun, Hasbro ■ Gator Golf, Hasbro ■ Harry Potter Hogwarts Game, Lego ■ Jolly Octopus, Ravensburger
■ Air Hogs Vectron Wave, Spin Master ■ Animatazz, Drumond Park ■ Barbie Video Girl, Mattel ■ Battle Machines, Re:creation
■ Monopoly Revolution, Hasbro
■ Bladez Micro Helicopter, Bladez Toyz
■ Pig Goes Pop, Drumond Park
■ Bop It, Hasbro
■ Pumpaloons, Drumond Park
■ Loopz, Mattel
■ Scrabble Trickster, Mattel
■ Nerf N Strike Stampede ECS, Hasbro
■ Trivial Pursuit: Bet You Know It, Hasbro
15
■ Paper Jamz Guitar, WowWee ■ Technic Buggy, Lego ■ Zibits, Flair
Creative ■ Bendaroos Creativity Centre, Spin Master ■ City Airport, Lego ■ City Cargo Truck, Lego ■ Crayola Color Explosion Glow Dome, Vivid ■ Crayola Color Wonder Magic Light Brush, Vivid ■ Disney Princess Snow Globe Maker, John Adams & Toy Brokers ■ Harumika Designer Dress Form Set, Bandai ■ Moon Dough Barn, Spin Master ■ Noteez, Flair ■ Play-Doh Puppies Play-set, Hasbro ■ Toy Story 3 Woody & Buzz to the Rescue, Lego ■ Zubber Jewellery Maker, Flair
DECEMBER 2010
16
DREAM TOYS 2010
Dream Toys: The reaction So what did those that did, and those that didn’t make the list think of this year’s event?... Sally Plumridge, Marketing Consultant, Wowwee “It’s been fantastic for us. We are a new company, so it’s a huge, huge accolade to be included in the Dream Dozen. There’s been fantastic press coverage so far – we’re lucky to have such a media friendly product.” Susan Journeaux, Marketing Services Manager, Flair “We’re really happy to have Sylvanian Families in the Dream Dozen. It’s been a great turnout from the press this year and everyone is interested in the top 12 products, so we’ve been really busy.” Pete Fuller, Marketing Manager, Mega Brands “We’re really excited that Halo got into the top 12 boys list. We’ve also had Daniel Roche from Outnumbered on the stand, as the ambassador for Dragon’s Universe, which is our biggest brand for 2011. His presence has created some extra press coverage for us.” Claire McCool, Co-founder and Marketing Director, Drumond Park “There was a really good ‘buzz’ this year, and it seemed that the children from the Sylvia Young agency, many of whom were interviewed for television, had been briefed better than usual and were able to speak intelligently about the toys they were demonstrating. “It was a shame the show wasn’t featured on ITV’s Daybreak for whatever reason, but this year there was a particularly good showing from the more intelligent nationals.“ DECEMBER 2010
Bruno Gallone, Sales Director, John Adams and Toy Brokers “I was disappointed not to be included in the Dream Dozen in that everyone who came on our stand couldn’t believe that the Disney Princess Snow Globe Maker wasn’t in the top 12 and that it has mass distribution and sells well. But I expected it anyway. These things only ever go to the big firms, there may be the odd exception but the evidence over the past four to five years speaks for itself.”
Dream Toys is a fantastic showcase for the toy industry and a great opportunity to get in front of the press. Emma Sherski, Vivid Marian Davis, Marketing Manager, MGA Entertainment “We’re delighted to have three products in the top 12 girls list. Its always disappointing not to reach the Dream Dozen, but we were on that list for a few years running, so it’s only fair to give others a chance. It’s a generally great event for us and we see great value in attending, but I feel this year there could have been a bit more pizazz and excitement.” Kevin Jones, Managing Director, Spin Master UK “We are honoured The Toy Retail Association chose Moon Dough Barn as one of their Dream Dozen Toys and Air Hogs Vectron Wave, Air Hogs Laser Zero Gravity, Bakugan 7 in 1, and Bendaroos Creativity Centre were chosen as a Top Toy in their respective categories.”
Iain Morgan, Managing Director, Bladez Toyz “It’s only my second year here, but the event seems a lot quieter this year. Last year, there seemed to be more press and TV cameras, but it’s quality, not quantity.” Emma Owen, PR and Promotions Manager, Lego “This is my first time at Dream Toys, but I was expecting it to be busier. I thought we would see more journalists than we have today. But the press that have been here have been very interested in our products.” Henry Foulds, PR and Communications Manager, Hasbro “It’s been manic, the busiest we’ve been at this event for a number of years. There’s been great press attendance and overall, I think it’s a valuable and important event for the toy industry.” Benn Bramwell, Marketing Manager, Ravensburger “Of course we’re disappointed not to be in the Dream Dozen. We’ve got a great game, that we hoped would be represented, but we’ll get adequate coverage from it. It’s a shame a few of the TV companies are absent.” Emma Sherski, Marketing and Licensing Director, Vivid Imaginations “Despite not getting into the top 12, we had several items in the top 72 and got some great coverage on Toy Story 3 and around the launch of the JLS Collector Dolls. Dream Toys is a fantastic showcase for the toy industry and a great opportunity to get in front of the press so definitely a worthwhile event for Vivid.”
Gemma Ellis, Product Manager, VTech “We were really pleased to have Kidizoom VideoCam toy in the coveted Dream Dozen – this is the second year in a row VTech have had presence in the list. The coverage has been fantastic, we’re very pleased with the TV pieces as well as the impressive print pieces.”
It’s a generally great event for us, but I feel this year, there could have been a bit more pizazz and excitement. Marian Davis, MGA Entertainment Vicki Elmer, Product Manager, Bandai “It was a shame for us that Armouron missed out on the top 12, especially as one of the main messages coming out of Dream Toys was that of role-play being at the very heart of the toy industry. It certainly helped having an enthusiastic eight year-old acting the role of a knight and being confident enough to give interviews, but the disappointment was that the press and TV cameras were directed towards just the Dream Dozen and we got the impression some of them felt restricted by this. “They should have the freedom to choose what they want to film in addition to the Top 12 in order to make the best TV. “Overall, the atmosphere was quieter, foot traffic seemed lower and the coverage was weaker than in previous years. It’s probably time to inject more spark into this event to make it more exciting for the media, and us as suppliers, so hopefully there will be some changes in 2011 and the magic of Dream Toys will be rediscovered.”
18
CAMPAIGN OF THE MONTH
JLS Collector Dolls Vivid Imaginations Vivid’s JLS Collector Dolls launched in mid-October and are gaining exposure across internet, broadcast, radio, national newspapers and consumer lifestyle magazines. Secured coverage is already looking set to generate a media value of over £1 million by the end of the year... VIVID HAS a successful history in producing boy band collector dolls, having worked with the likes of Boyzone and Take That in the 90s. This led it to move quickly on the news that a licensing programme was in the pipeline for The X Factor finalists and the deal was secured. Marketing and PR support A comprehensive PR campaign has been implemented for the launch of the dolls. The first teaser was Vivid’s trade press release confirming the JLS licence which attracted the attention of national press, radio and the blogosphere of dedicated fans. When product hit shelves mid-October, the pre-awareness campaign had done its work and generated an even greater demand for the dolls in the run up to Christmas. At Dream Toys, the press and public got to see video footage of the boys posing with their dolls – a strategy to gain further awareness and the arrival to retail. The JLS band members were so pleased with the final results they have been tweeting their approval to promote their plastic counterparts, helping to further endorse the product. Photography sessions, media Q&As, video messages and signings were arranged with the group in order to maximise interest and feed demand for the dolls. The PR campaign is well underway and will further build towards Christmas. Encompassing social media mentions, product reviews, gift guide listings, competitions and giveaways across key women’s, teen and tween consumer titles, plus TV and websites, the campaign is anticipated to have a total reach of one million. Sales targets are expected to dwarf those even of Take That when the band was in its heyday back in the early 90s. Vivid says demand for the dolls will be well over 250,000 pieces in just three months, with an actual availability figure of only 150,000.
DECEMBER 2010
Vivid says demand for the dolls will be well over 250,000 pieces in just three months, with actual availability of only 150,000.
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 3 – 8, 2011
For trade visitors only! www.toyfair.de · PattExpo Ltd. · Tel. +44 (20) 8332 0412 · info@pattexpo.com
The UK’s only dedicated monthly licensing coverage
News • Media • Opinion
2010: How was it for you? We ask key executives how this year has panned out for them, what the main challenges have been and how 2011 is shaping up...
22
LICENSINGNEWS
COMMENT HIGH STREET SMARTS IT COULD be that we’re coming to the end of what has no doubt been a challenging year – not just in licensing, but for many industries – and signs of improvement have been spied on the horizon of 2011. Or it could just be that they’re all looking forward to a rest over Christmas. Whatever, there’s definitely more optimism from execs in the business than there was this time last year. While there have certainly been some tricky moments in 2010, there have been several individual success stories, too. To mention just a few, the introduction of Ben 10: Ultimate Alien went down so well, that Turner CN Enterprises had to fly in additional toy stock to meet demand; BBC Worldwide has taken its brands into several new product categories, including pocket money toys, collectibles and creative play, while also watching Doctor Who and In the Night Garden notch up further success (with a new Doctor and a US debut respectively); and Warner’s careful management of the Harry Potter property is going to start reaping the rewards now that the first part of The Deathly Hallows has hit cinemas.
Retailers are looking for more promotional activity and all want some element of exclusivity. Retail remains challenging however, and it has been interesting to discover that some execs believed they underestimated the loss that Woolworths would have on ranging opportunities. And the closure of the biggest retailer of licensed products still hasn’t been absorbed almost two years on, particularly in the toy sector. It’s clear though from speaking to various execs that only the most successful brands are maintaining space at retail for 2011. Retailers are increasingly looking for more promotional activity and events to support them, while all want some element of exclusivity. It may seem a flippant comment, but working smarter, and harder, with retail has never been so important. Some new properties may never stand a chance in an environment which is accustomed to instant results, while ongoing brands need constant attention to ensure they don’t begin to feel stale, pointed out one exec. There are opportunities out there – and not just via DTRs either – and, as WBCP’s Paul Bufton says, if we can service consumer need for interesting products at the right price, the demand will follow. Samantha Loveday Samantha.Loveday@intentmedia.co.uk DECEMBER 2010
Vivid bolsters its licensing line-up Deals for Everything’s Rosie and Justin Bieber swell toy company’s portfolio... by Samantha Loveday BUSY VIVID Imaginations is continuing to add a mix of brands to its licensed portfolio, signing a newcomer to the pre-school arena and a music-based property. The firm has come on board as master toy for V&S Entertainment’s Everything’s Rosie. It is planning to unveil its range of feature plush, interactive and musical toys, push along vehicles, jigsaws in a box, selected games and collectables at London Toy Fair in January, with a view to a July 2011 launch. The range will be backed by TV advertising, PR and viral marketing and will vary in price from £4.99 up to £29.99. “By the time we launch the toy line next summer, there will be a sizeable ready-made market for products and we anticipate Everything’s Rosie establishing itself as a top three girls pre-school line within the first year, as some of the competitor licences continue to decline,” said Emma Sherski, marketing and licensing director at Vivid. In addition, Vivid will be launching a range of product based on teen sensation Justin
The JB Style Collection figures will be rolled out in January 2011...
Bieber, following a similar deal for JLS dolls. Debuting in January, the line will be spearheaded initially by the JB Style Collection figures (£15.99). An extended range of products will follow later in the year including Justin Bieber Music Video Collection Singing figures (£24.99), In Concert Microphones (£12.99) and Signature Plush (£6.99). Vivid Imaginations: 01483 449944
Warner takes Scooby on the road WARNER BROTHERS’ Scooby-Doo Mystery Mansion is currently touring round the UK, designed to drive consumer awareness of the brand across all areas of the business. Housed on an articulated lorry, the experience will bolster consumer products, television, home video and interactive entertainment. It ‘folds out’ on location to become a two tiered walk-in haunted house soft play installation. The Mystery Mansion will tour the UK for the next 15 months, making stops at retailers, schools, summer festivals, charity events, Christmas lights switch ons and a sleepover at London Zoo. Licensees will be given the opportunity to promote their products via a pamphlet which will be handed out to all consumers visiting the Mystery Mansion. “The Mystery Mansion is a fantastic example of our commitment to developing
Jedward helped to launch the Mystery Mansion...
brands cross divisionally,” explained Paul Bufton, general manager at Warner Bros Consumer Products UK. “By collaborating with our colleagues in television, home video and interactive, we have been able to build a fantastic, highly visible promotional resource that allows us to communicate directly with consumers in a fully immersive environment where they can experience the brand first hand,” he said. WBCP: 020 7984 6100
LICENSINGNEWS
www.licensing.biz
23
“We’re still cautious about 2011’ IN BRIEF Industry executives say there are signs of improvement, but new wave of challenges are expected for next year and 2012 ● Demise of Woolworths underestimated by Samantha Loveday WHILE 2010 has certainly not been without its challenges, 2011 could also prove to be another tough year, a number of key industry execs have told ToyNews. While there have been a number of successes for individual companies throughout this year, in general there is still an air of caution as to market conditions going forward. The demise of Woolworths – and the impact it would have on ranging opportunities – was underestimated some have said, while retail across the board remains challenging. “The retail landscape has never been more challenging and it is our belief that if you look at underlying factors (cost of living, disposable income, the non-food sector seeing gentle decline, rises in VAT and job security among others) then 2011 and 2012 will be just as tough,” said Richard Hollis, head of UK licensing
Worlds Apart has secured a deal with Hit for the MDF furniture licence for Thomas & Friends. The new line will initially include key pieces such as a desk and stool, tables, sling bookcase and storage solutions. Further products are in the pipeline for autumn/winter 2011. Worlds Apart: 0800 389 8591
HASBRO ADDS LICENSING VP Richard Hollis, BBC
Hannah Mungo, E1
at BBC Worldwide. “Everyone in our industry will have to work harder and find innovative ways to succeed in these conditions.” Hannah Mungo, licensing manager at Entertainment One, concurred: “Only the most successful brands are maintaining space at retail for next year and retailers are expecting more promotional activity to increase their percentage share of the market.” Graham Saltmarsh, UK licensing director at Turner CN Enterprises, continued: “The huge increase in the price of cotton has had an effect and will do for some time, ever
Graham Saltmarsh
increasing fuel costs makes shipping product more expensive. Consumers may not be any worse off at the moment, but the endless news about austerity measures will make people think they are worse off and mean they spend less.” Although Paul Bufton, UK general manager at Warner Bros Consumer Products, pointed out that it’s not all bad news: “In character licensing we’re very fortunate that if we can service consumer demand for interesting products at the right price, the demand will follow.” Read the full feature on page 26.
Higher toy sales boost WWE in Q3 STRONG TOY sales from master licensee Mattel have helped WWE bolster its licensing revenues for its third quarter. For the period ending September 30th, licensing revenues were boosted to $10.8 million (from $7.9 million), predominantly due to higher toy sales. Notably revenues related to toys increased by approximately $2.4 million, reflecting
WORLDS APART GROWS FURNITURE LINE
improved performance and the strength of WWE’s partnership with Mattel. However, the consumer products business overall decreased by seven per cent to $21.4 million from $23 million in the prior year quarter. This can mainly be attributed to the performance of its home video business, where net revenues were $7.2 million compared to $11.2 million the previous year.
Revenues from video games also decreased by $0.5 million, while magazine publishing net revenues were $2.6 million. As a business overall, WWE reported total revenues of $109.6 million (2009: $111.3m) and operating income of $20.3 million (2009: $14.5m). Net income was $14.3 million (2009: $8.9m). WWE: 020 7349 1740
Hasbro has named former Walt Disney Company executive, James Walker, as its new VP of brand licensing for Europe. Walker was most recently European infant director at Disney. He will now lead Hasbro’s EMEA licensing initiatives. Hasbro: 020 8569 1234
NEW MASTER TOY FOR LAZYTOWN LazyTown has appointed Spanish company Simba as its new master toy partner. The firm is planning to roll out over 100 different product lines in 20 categories from spring 2011. The collection will include play-sets, educational games, vehicles, costumes and outdoor. LazyTown: 020 7631 1994
SEGA ON BOARD FOR WITHIT PLUSH Withit has signed up Sega Amusements Europe to produce a line of plush for the leisure industry. Characters such as Cheeky Monkey and Glamour Puss will appear as special soft toy prizes in machines at amusement parks, holiday parks and other leisure locations across the UK, Europe, Russia and the Baltic States from spring 2011. Withit: 01273 770549
PATTNI SCORES WITH BARCELONA The branded football action figures collection from Pattni Imaginations continues to grow, with the firm adding its first European club in the form of Barcelona. Products hit retail in 2011. Pattni Imaginations: 0116 241 8811
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DECEMBER 2010
24
LICENSING 2010 VIEWS
2010: How was it for you? This year has thrown up many challenges for the licensing business - from the continued caution of retailers, the rising cost of materials and pressure on prices, through to the upcoming VAT rises. Samantha Loveday asks a selection of licensors for their views on 2010 and how it has been for them... “It has been a year of two differing halves – the first seeming to continue with the horrible hangover of 2009. The second half has given hope for the future with optimism climbing, a more positive retail landscape and the rebirth of a buzz following BLE. I believe we all underestimated the demise of Woolworths and the impact it would have on ranging opportunities. 2011 may be another tough year, but now that we’ve adjusted to current consumer preferences we should see growing success, and we are optimistic.” Andrew Haydon, Commercial & Finance Director, Chapman Entertainment “2010 has been as expected really, challenging but with positive signs of improvement. Q4 is expected to be significant for our toy business as Tomy’s Harry Potter line hits shelves. Retail is challenging due to the consolidation of space and the government’s austerity measures and planned VAT rise is bound to impact consumer confidence – though in character licensing we’re very fortunate that if we can service consumer demand for interesting products at the right price, the demand will follow.” Paul Bufton, General Manager, WBCP UK “2010 has been a fantastic year for us; Turner has great momentum and a lot of exciting new projects coming for 2011. Ben 10 sales were so high we had to factor in a drop off in business for toys, which has happened, however, the launch of Ben 10 DECEMBER 2010
Ultimate Alien has been so strong that additional stock is being flown in to meet demand. We also knew that Toy Story 3 would be very strong for the second half of the year. Consumers may not be any worse off at the moment, but the endless news about austerity measures will make people think they are worse off and mean they spend less. 2011 is likely to be a tough year ahead.” Graham Saltmarsh, UK Licensing Director, Turner CN Enterprises “There are a huge number of brands fighting for the same shelf space and retailers have become even more risk averse. In the UK, the loss of Woolworths still hasn’t been absorbed, especially in the toy sector. But, as much as everything was about price points over last year’s holiday season, we are expecting to see consumers looking more at value for money when it comes to deciding what to buy. This will help our industry and hopefully will lead back to prices which are reasonable also for the manufacturers and suppliers. 2010 has actually been a very strong year for us. With the launch of Octonauts, the new Noddy in Toyland show in various territories and the repositioning of Mr Men and Little Miss, we had a lot of news to share with our partners.” Bettina Koeckler, SVP Licensing EMEA, Chorion “2010 has been extremely strong for Discovery’s licensing business with significant growth. We have capitalised on the strength of our heritage brands, including Animal Planet which is perfectly positioned in the toy space to provide an alternative to character and movie properties.
The licensing business has faced a consolidating retail landscape and reduction in consumer spend on nonessential items. We have diversified across the kids and men’s spaces in order to maximise appeal and traction. Alongside this, product innovation has been key.” Jo Edwards, VP, International Consumer Products, Discovery Enterprises “Overall 2010 has been better than predicted and it has been great to see retail support not only across evergreen properties, but also for our new brands. General feedback is that retailers are narrowing their selection of licensed properties, so it becomes increasingly important that product ranges offer quality, value and, most importantly, stand out on shelf. It will be interesting to see how the VAT rises play out. We’ve worked really hard to identify a strong point of difference and build it through the brands from marketing to product development.” Claire Shaw, VP, UK Consumer Products & Retail, Classic Media “2010 has been a successful year but not without its challenges. Overall we have increased our toy category output with many new lines and have both created and developed partnerships with a number of new licensees. The retail landscape continues to change and evolve and we have learnt to quickly adapt and capitalise on rising trends. The success we had with our portfolio this year has undoubtedly been driven by strong retail promotions. Discount retailers have also taken a more significant market share and this will continue into 2011.
Kids want more from their toys, expecting them to be packed full of features so we strive to stay at the cutting edge with our product development.” Trudi Hayward, VP, UK/Australia, Nickelodeon Consumer Products “Based on our properties, business is strong and is exceeding 2009, however, we recognise that there is pressure on retailers to drive prices down and achieve the same margins. Retail remains challenging and this is unlikely to change, particularly given the current economic climate. Only the most successful brands are maintaining space at retail for next year and retailers are expecting more promotional activity to increase their percentage share of the market.” Hannah Mungo, Licensing Manager, Entertainment One “2010 has been a challenging year, but our audiences enthusiasm for our brands is very strong. The retail landscape has never been more challenging. We have been moved into several new product areas this year; looking at areas like pocket money toys, collectibles, creative play, better board games and other areas. With the right character and some clever creativity, you can extend your brands into new genres that have strong appeal for consumers without pushing retail price points to unrealistic levels. We have also been putting a much stronger focus on retail relationships, and offering unique and tailored solutions to retailers that allow them to highlight our brands while still offering that vital point of difference.” Richard Hollis, UK Head of Licensing, BBC Worldwide
26
SECTOR GUIDE INDUSTRY SERVICES
Behind the scenes There is a wide range of companies offering services to keep the wheels of the toy industry turning, including logistics, safety, recruitment, marketing and PR. Katie Roberts finds out what’s on offer for suppliers… SALEPOINT 020 8577 3080
Salepoint has been a shop fitting supplier to the toy trade for almost 30 years, with a track record of upmarket installations all around the UK and Ireland. Salepoint has worked with standalone toy shops, as well as toy departments in garden centres – continuing their diversification away from traditional horticulture – and department stores. Salepoint is a stockist of modular steel shop fittings, as well as solid pine and chrome wire shelving systems. Many installations also require bespoke joinery solutions in a range of finishes. Often an infusion of bright colours is an ideal way to create an eyecatching finish. From a few bays of shelving from stock, to designed solutions presented using 3D CAD software, Salepoint can help.
NORTON AND CO. 01608 812830
Norton & Company was established in 1991 to offer a strategic marketing communications resource. Today the firm employs a team of 15. Recently adding Jakks Pacific to its portfolio, Norton & Co handles the PR for a number of UK toy and game firms including Lego, Vivid, John Adams, Learning Curve, Esdevium Games, as well as Wowee’s Paper Jamz range. Offering bespoke creative, licensing, PR and marketing solutions, Norton & Co has expanded to include a children’s in-house design and branding studio and has experience in retail, exhibitions and in-store theatre. The company has also developed a Norton Global Brands in-house licensing division, which handles all the worldwide licensing for Norton Motorcycles.
DECEMBER 2010
IMPORT SERVICES
Retail logistics company, Import Services has a toy client portfolio including Flair, Toymaster, Jakks Pacific, Melissa and Doug, IMC Toys and Fun4Kids, all benefiting from the firm’s expertise in serving toy majors, multiples and independents. Import Services handles inbound shipping, customs clearance, warehousing operations, high volume order processing, pre-retailing, pick, pack and distribution throughout the UK and continental Europe. The firm began working in the industry 25 years ago and a constant development of its facilities and systems over the years has enabled it to build long-term relationships with its clients. The company is based in
GEM LOGISTICS Gem operates within the entertainment industry, working with some of the largest organisations within the space. The firm has grown considerably over the past 25 years and is now a £300 million turnover business. Continued growth has been both organic and via its partnership programme where the firm adds value to its business partners businesses. Gem can manage its clients’ complete product supply chain within the European markets and it delivers to destinations ranging from major retail distribution centres, individual retail stores and direct to consumer homes. The company can also facilitate complete back-end office requirements by managing invoicing, credit control and cash collection whilst insuring the debt. Whether a firm needs a complete solution or simply to replace its logistics function, Gem can build a solution around its specific needs. Services include importation, warehousing, distribution, home
01489 799500
Southampton – the first UK port of call for FE container ships plying to northern Europe. Operating now with three flagship DCs, the latest a 165,000 sq ft site, which is situated next to where the container ships berth at the port; provides Import Services’ clients with a real supply chain edge in terms of devanning containers and processing product to market swiftly and cost effectively. IMC Toys MD, Terry Crew, says: “Import Services has demonstrated its complete understanding of the toy business and that it can move swiftly and effectively from shipping inbound to final delivery, exactly what we needed in a logistics partner.’’
0845 456 6400
fulfilment, export, perpetual inventory, storage, reworking, stickering, returns, inventory, destruction, telesales, national account sales, invoicing, credit control, debt insurance. Gem’s 250,000 sq ft facility (35,000 pallet positions) is based in Northamptonshire and is centrally placed from the ports of Thamesport, Southampton and Felixstowe. The company has over 2,000 direct trading accounts ranging from major High Street brands through to independent retailers. Its experience in providing a timely, efficient and accountable service to all our customers, and our customers’ customers, has ensured that we have taken our place as a key logistics supplier in the entertainment market.
AMETHYST GROUP 01580 892211
Amethyst Group is a third party logistic provider for the toy industry and operates multi-client DCs. As part of the Itochu Corporation, which currently has operations in over 80 countries, the firm has over 30 years of warehousing and logistic experience, ten of them within the toy industry. With nearly 1,000,000 sq ft of modern and strategically located warehousing, Amethyst has the ability to grow with seasonality. The firm delivers to distribution centres, retail outlets and web store customers throughout the UK, Europe and worldwide Customers demand a high level of service, in particular a fast turnaround of orders and delivery, so Amethyst’s services start with full system integration with the transactional website for stock balances, order processing, order status and returns processing. The firm works to tight service levels to ship most orders the same day via tracked delivery services chosen to meet requirements.
BASTION 020 7421 7600
Bastion is a PR and marketing agency based in London. The firm specialises in supporting youth and consumer technology markets, plus live events. Bastion has been involved in the toy industry for more than a decade, most notably for its work with the BTHA and Toy Fair. It has been Toy Fair’s PR agency for four years and each year it creates a new campaign that supports up to 200 exhibitors in getting their message across to trade, consumer and business media. Press day at Toy Fair is hectic with up to 400 journalists calling the press office home, including BBC TV and radio, ITV, Channel 4, Channel 5, Sky News, The Guardian, Independent, Times, Telegraph, Daily Mail, Express, Sun and Mirror, parenting and craft press and, of course, ToyNews.
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RICHARD EDWARD 020 83118888
As a manufacturer of card-based products, and a strategic partner to many games brands including Top Trumps and Monopoly, Richard Edward works to put products in consumers’ hands, when they need them, at the right price point. Established for 30 years, The firm has the capacity to produce in excess of 40 million decks of cards per annum, using its fully integrated inhouse facilities. The firm produces trading card games, card components for board games, stand alone card games, and playing cards for promotional and conventional use. Richard Edward recently received the People In Print, Smart Business, Customer Service Award 2010. Redwood Cards, the retail arm of The firm, has now launched its new game, Happy Families, following the success of Green Cards – recycled playing cards. This is the first in a range of products that offers diversification into traditional games, re-worked and contemporised to offer relevance to the modern day family. Production features include FSC accredited board, UK production and vegetablebased-inks.
CLOVERLEAF MARKETING 07703 481909
Cloverleaf Marketing specialises in offering small and medium-sized businesses trade and consumer marketing and PR services. Appreciating the financial restrictions small businesses face, the firm’s key mission is to provide an effective marketing solution at an affordable price. With wide experience and knowledge of the children’s sector, Cloverleaf can help start-ups and established businesses to promote products ranging from toys, gifts and furnishings through to fashion and new products. To view Cloverleaf’s services portfolio, client testimonials and for further information, go to www.cloverleafmarketing.co.uk.
BUREAU VERITAS CONSUMER PRODUCTS SERVICES 0207 9026100 Toy manufacturers are monitored by various local and international standards and regulations to ensure safety for children and these are set to become even more stringent in July 2011 as the newly updated EU Toy Safety Directive (2009/48/EC) comes into force. Bureau Veritas Consumer Products Services’ solutions are designed to assist toy manufacturers, importers and distributors in minimising the risk of liability, product returns and brand damaging recalls. The firm provides a complete solution from product concept to store-shelves – including product testing and consultancy – to help its clients improve their supply chain, as well as checking that their toys meet the necessary regulatory standards. With the new Toy Safety Directive, the industry will have to adapt to stricter chemical requirements including new restrictions on CMR substances (carcinogenic, mutagenic or toxic for
CGS PHOTOGRAPHERS 020 8394 0010
reproduction) and allergenic fragrances, as well as additional restrictions on cosmetic toys. Bureau Veritas can help its customers face these new challenges. The firm can screen-test toys for the EN71-3 standard, as well as looking for Substances of Very High Concern (SVHC) as part of the REACH (Registration, Evaluation, Authorization & Restriction of Chemicals) Regulation. In addition, within its network, Bureau Veritas can test toys for Polycyclic Aromatic Hydrocarbons (PAH); one of the most widespread and persistent organic pollutants. Some are known or suspected carcinogens and are linked to health problems and may be included in carbon black which is used for colouration and filling of plastics and rubber and can be found in toys. Germany submitted a dossier to the European Commission in June 2010 proposing a restriction on eight PAHs in all consumer products.
EVERGREEN CONSULTANCY 07815 925189
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KILOGRAMMEDIA 01279 778 919
Kilogrammedia is a licensing specialist public relations and marketing agency offering complete PR and promotional solutions to licensors, licensees, agents and all others with connections to the licensing industry. In addition to trade and consumer PR, Kilogrammedia offers clients a complete range of services including advising on and placing media spend, designing and writing corporate and consumer-facing literature including ads, writing and designing websites, planning and implementing social networking strategies, arranging consumer competitions and promotions, organising events and managing talent. Director Jane Garner explains to ToyNews: “We are totally immersed in the world of licensing; we attend most key events both corporate and social and ensure that we know what is going on and where. “Our team of specialist writers are on hand to create press releases, devise quotes and ghost write articles which are then placed to ensure maximum exposure and benefit for our clients. Whether it’s communicating with licensees about your latest property or exciting consumers and encouraging them to purchase your product we are sure to be able to help.”
PR FIX 0161 620 6446
CGS started photographing toys 25 years ago, with new clients being introduced by word of mouth along the way. Approximately 80 per cent of the firm’s work is now dedicated to working with the toy industry, and CGS is currently working on brands such as Ben 10, Fifi, Roary, ZingZillas, Aquabeads, Crayola, Shakermaker and Plasticine to name a few. The firm works to create innovative images for packaging or web, which gives it new challenges almost daily. Andy Coombes at CGS, explains: “Scene sets are particularly challenging, as you really have to get down amongst the sets that you build, to get the scale and atmosphere right. “Working with kids is always great, you just never know what you’re going to get. You always have great expectations and just work for that one shot that says it all… fun.” CGS can offer a complete service from room sets to creating scene sets, utilising all the latest techniques currently available. Its wealth of experience enables the company to turn a client’s photographic brief into a reality.
Evergreen Consultancy was established in 2004 to offer business-to-business solutions for small to medium-sized companies. It offers two main services and can help with a specific task or certain problem or can assist companies, which are experiencing growth and lacks the skilled personnel needed. Since its inception, Evergreen Consultancy has worked with a variety of clients including manufacturers, retailers - specialising in online retailers, virtual facilities management and industry associations. Evergreen works closely with the trade press and the larger retailers fostering excellent relationships. Evergreen’s Peter Dawson says: “We’ve seen a significant increase in work since the recession. Although it seems the industry has not suffered as much as others, a lack of disposable income still bites into spending and so companies are more in of need our services.”
From January 2011, Pittilla PR will be known as PR Fix. The consultancy headed by Julie Pittilla and Sara Janicki is changing its name to reflect new investment. Pittilla and Janicki together have over 50 years experience in the toy industry, including the launch of Teletubbies, Supersoakers, Scoobies, Alien Eggs, Pogo sticks. The firm’s pre-school client portfolio includes Charlie and Lola, In the Night Garden, Thomas, Dora the Explorer, Hello Kitty, Noddy, Pingu and Postman Pat. Arts and crafts clients include Crayola, Reeves, Helix and PlayMais. With a team of ex journalists handling all aspects of public relations, the firm is developing alternative ways of engaging with the consumer, including successful social media campaigns for TWF, Grossmans and PlayMais. The consultancy will continue to develop campaigns for the toy industry and support the trade with joint promotional activity. It specialises in product launches, national media campaigns, joint retailer/supplier promotions, social media, copywriting, press events, regional campaigns, broadcast promotions and all aspects of marketing and PR.
DECEMBER 2010
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SECTOR GUIDE INDUSTRY SERVICES
CE SYSTEMS 0208 1445127
CE Systems specialises in regulatory compliance. Its latest product is regulatory compliance software for the toy and consumer electronics industry. It has been developed by drawing upon more than 20 years experience in European consumer product safety legislation within a design, manufacturing and product testing environment. The software, CETech, has been designed to enable manufacturers and importers of electrical goods and toys to demonstrate compliance under EU Directives. The New EU Toy Safety Directive 2009/48/EC will impose major obligations on manufacturers and importers from July 20th 2011. The directive also incorporates the importer obligations resulting from the New EU Legislative Framework, Regulation 765/2008. CETech covers these obligations by providing a system for storage, retrieval, auditing and continual review of technical documentation. The new requirement for a safety assessment, internal production control procedures, technical documentation and an EC Declaration of Conformity are all captured by the software.
LANGSHOT COMMUNICATIONS 01276 857005
Ray Hodges is an experienced toy industry PR consultant. She has represented many top companies during her three decades in the business, including Hasbro, Tomy, Bandai, Drumond Park Games, Flair, Crayola, Atari, Activision, Hornby and Nintendo. For the past five-plus years, she has also handled PR for the Rubik’s Cube (for UK distributors Drumond Park) including all the publicity for two anniversaries (the 25th and 30th) and the launch of the Rubik’s 360 last year. Hodges has also been responsible for corporate communications for Rubik’s worldwide, reporting to Seven Towns. Hodges and her team offer a range of other services including the creation, writing and selling in of stories at a national level, with all aspects of online and social media embraced along with a strong contacts book in the industry.
DECEMBER 2010
AARDVARK SWIFT
Aardvark Swift is a specialist toy and nursery industry recruitment agency. The firm handles career opportunities across all areas of the industry including sales, marketing, licensing, product development and brand management and QA, recruiting for roles at entry level through to board level. Aardvark offers a bespoke service to clients, tailoring the recruitment strategy for individual companies to suit their needs. Recruitment methods include: Database search – hundreds of industry experienced candidates – a fee is only paid when a successful candidate starts in a role; Advertised Search – Print/online advertising used – useful for
DUBIT 0113 3947 931
Dubit is a youth agency that delivers research, campaigns and interactive media for toy and game companies. From audience insights for Disney, through to developing online worlds for IPs and brands such as the BBC. Since the firm’s beginnings in 1999, young people have informed all the strategic and marketing work it has conducted through its own youth research networks and family panels. These deliver daily insights into buying preferences, as well as emerging trends in entertainment. Dubit’s quarterly media consumption reports have been tracking how kids spend their spare time, brand preferences and online activity – not only through raw data, but through qualitative research. This approach has enabled Dubit to keep ahead of all technologies and youth behaviours, and to incorporate these into campaign strategies that harness social networks and families in ethical and effective ways. Dubit has ten years experience in delivering online social games and story-based worlds. These immersive worlds are all built on Dubit’s platform, which is used by brands across the world. Just as adults remember the stories they read as children, the online world now presents an even greater opportunity to create memorable and profitable ways of engaging young people.
01709 876 877
sourcing additional candidates; headhunting service – targeted to find specific skills/individuals – particularly useful on senior level/hard to fill roles. Aardvark Swift also offers a sales agent recruitment service. With an established network of toy sales agents, the company now has a choice of available agents covering all areas of the UK and Ireland. For its candidates, the company offers CV and interview advice, as well as giving them access to exclusive vacancies. Candidates are shown opportunities appropriate to them in order to help them progress and develop their career path.
RAINBOW PRODUCTIONS 020 8254 5300
Rainbow Productions offers two main services to the toy industry. Firstly, the design and manufacture of branded character costumes and secondly, the management of the personal appearances of over 90 licensed characters from children’s television. The firm is the UK’s official licensee authorised to offer ‘meet and greet’ appearances of these characters. The company works with retailers, toy manufacturers and licensees, as well as licensors, to help with promotional activities at events including trade shows, in-store product launches and anniversaries. The first service - bringing brands to life as interactive promotional costumes - helps highlight the brand to visitors at trade exhibitions or to engage with a consumer audience at retail level. The personal appearances also helps the toy sector appeal to a family audience, helping boost footfall, dwelltime and sales. The final quarter of 2010 saw Rainbow manage the personal appearances of many licensed characters. Examples include taking Dora the Explorer to Toys R Us stores and Smyths Toys Superstores. Hit Entertainment also arranged for the Fat Controller to go on a tour of Smyths stores and Turner CN Enterprises has supported retailers through the use of personal appearances of Humungousaur, from Ben 10: Alien Force.
BERTELLI COMMUNICATIONS 01457 766 102
With over 12 years PR experience in the toy and nursery industry, Bertelli Communications specialises in targeted product placement to satisfy client requirements whether it is increased sales, increased awareness or stimulating customer loyalty. As well as experience working on several major toy brands, the firm has helped to launch new and innovative products and companies to the consumer. With experience in many sectors, Bertelli can tailor cost-effective campaigns to suit a range of budgets from stand-alone projects to working with clients on a monthly-retained basis. Bertelli can also handle all PR requirements including events, award entries, trade and corporate PR, crisis management and social media. Will Sharman, head of sales at Maps Toys, comments: “We are delighted with the work Lianne and the team have done this year and would definitely recommend them. PR has always been something we knew we should do but didn't have time for. “Bertelli Communications has taken away all that stress and we can now leave all aspects of PR in their capable hands. The coverage achieved in 2010 has been fantastic and we are looking forward to working with them next year,” Sharman concludes.
INTERTEK +1 630 481 3111
Intertek works with some of the world’s largest toy manufacturers through the production process and at every point in the supply chain, from design, safety testing and inspection through certification, in order to develop safe toys for kids of all ages. Design Hazard Analysis (DHA) and foreseeable use research are two essential elements of this process. The firm is accredited to test according to national and international standards, such as the EU Toy Directive, ASTM International, US Consumer Product Safety Commission (CPSC), including the Consumer Product Safety Improvement Act (CPSIA), International Organization for Standardization (ISO) and more.
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RBLI 01622 795900
CAVENDISH MAINE
Whether you are looking for new staff or a new role, Cavendish Maine works to have a thorough understanding of every client and candidate so it can deliver the ideal recruitment solution. To bring clients closer to the perfect candidates, the firm has dedicated specialists in both toy and nursery, with years of experience recruiting in these sectors. The company also looks to continuously enhance its understanding of its clients’ business and measures its success in terms of the quality of candidates it puts forward.
SO PR The industrial branch of the Royal British Legion (famous for the Poppy Appeal) works to help out numerous UK toys companies, while also helping to get ex-servicemen and disabled people back into employment. The RBLI currently employs a team of 200 at its Kent-based factory, and visitors to this year’s Christmas in July will have seen the RBLI’s work in Flair’s Sylvanian Families display and Tomy’s Tomica model. The RBLI is involved with various toy companies, building kits and displays for Flair, Meccano and Tomy and working closely with K’Nex Industries in America. Representatives from the RBLI previously designed and built in-store K’Nex displays for Selfridges, Harrods, John Lewis and a full K’Nex Christmas window display for Hamleys. For Tomy, the RBLI has provided packaging and various displays, including the ten-feet tall world record attempt at London’s St. Pancras International Station, which resulted in some of the RBLI’s veterans appearing on GMTV. The RBLI has installed Tomica displays in the London Science Museum and York’s National Railway Museum.
01275 813000
Cavendish Maine endeavours to go the extra mile to understand candidates’ needs, desires and ambitions, so it can match positions to people’s personalities, not just their skills and experience. The experienced team is dedicated to helping people move their careers forward. Whether you’re a candidate or a client, Cavendish Maine will listen to your needs and really get to know you. Only once the firm is certain it understands what you’re looking for, will it set about delivering the solution.
01423 359100
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EQUITOY 01580 240819
Equitoy (formally the BTIA) is the association for the trade by the trade, initially set up to aid small, medium and large companies with all aspects of toy and associated product importation. In 2011 the new regulations for European Union Toy Safety (EN71) and associated directives come into force, and Equitoy is one of the firms in the driving seat to give help, advice and support to all areas of the toy industry. Equitoy has industry experts available to step in and guide companies through the complex new practices for toy safety, customs, insurance and legal with practical solutions including downloadable forms, company visits and seminars. Equitoy chairman, Jonathan Holland, comments: “These regulations are coming and its been our observation that people are just not ready, it’s our role to ensure that these companies can find their way through the potential minefield that lays ahead.”
RAINBOW PR 07815 925189
So PR brings a wealth of industry knowledge to its clients, with director Claire Sawkins boasting over 20 years of toy industry experience. The firm offers hands-on account management, with strong media contacts and a thorough understanding of what works for toys. In 2010, So PR began working with Tomy and in the following months, has forged several third party partnerships for Tomy’s product ranges, including pairing K’Nex with children’s shoe brand Kickers and creating links with the London Science Museum, Drayton Manor Theme Park and Busy Bees Nurseries.
This year So PR has been responsible for several launch events for Tomy, including K’Nex, Play To Learn and Tomica, raising awareness, driving sales and ensuring customers had as many opportunities to see and test out the toys as possible. So was charged with launching Tomy’s flagship Tomica range, which led to a launch event including a world record attempt to build the world’s tallest toy train track with the help of the Royal British Legion Industries. The launch attracted film crews from GMTV, London Tonight, BBC South, ITV Meridien and British Forces Broadcasting Service.
Boutique agency, Rainbow PR was founded in 2005, and works with a small number of clients. The company runs the annual Toy Talk Awards, along with ToyTalk owner David Smith. The awards are growing year on year and 2010 saw entries from over 50 companies with a record number of awards being handed out at the online ceremony.
THESE COMPANIES WILL NOT BE SENDING OUT CHRISTMAS CARDS THIS YEAR… …Instead, they have generously supported the Toy Trust by donating their Christmas card budget to the industry’s charity.
Since its foundation in 1990 by the BTHA, The Toy Trust has made a real difference to over a million children and their families in the UK and right across the world. With your help over £2.8 million has been raised over that time. The Toy Trust is an institution in which the toy industry can take real pride. 100% of funds raised for the Toy Trust reach the people who need it - every penny goes to children’s charities, as all administration costs are cleared by the BTHA or supported by no charge volunteer activity. All of the money helps children - through a huge variety of projects, many of which would not be possible without our assistance. Toy Trust funds help disadvantaged children and their families to:
■ Alleviate suffering ■ Support children through awful experiences ■ Encourage achievement through adversity ■ Purchase vital equipment ■ Provide care ■ Bolster existing initiatives ■ Initiate brand new projects ■ Satisfy basic needs The Toy Trust makes a real difference to children’s lives everywhere, all year round.
For more information about the BTHA please visit www.btha.co.uk
These companies wish all their customers, suppliers and friends a merry Christmas and a happy New Year
SECTOR GUIDE PLAYGROUND CRAZES
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Pocket rockets Playground crazes tend to be the lower priced items in the market and each year, new products join the fold. The sector currently accounts for around 45 per cent of total toy value and 85 per cent of units sold. ToyNews offers a run-down of the latest potential crazes, but sadly, we can’t predict which will be this year’s big seller…
IT CAN be difficult to predict a playground craze. They tend to appear suddenly and be everywhere for what is often a short period of time. Most playground crazes tend toward lower priced items (under £10) and as such, are easier for kids to purchase with their own pocket money. According to NPD EPoS Retailer Panel, toys priced under £10 account for 45 per cent of total toys value, but this represents slightly more than 85 per cent of all toy units actually purchased with more than two thirds priced under £5. Collectability is usually key to pocket money toys or playground crazes, with the ability to compare or swap with friends being a driver in such areas. Foil bags have been extremely popular in the last year with the consumer not knowing exactly what item they are purchasing until unwrapping it. Collecting the whole range through unseen trial has an element of excitement and risk that appeals to many children.
For boys, a top playground craze this year has been the FIFA stickers for the World Cup in June, as well as associated trading card games. This was a short sharp craze which boys,
but also an increasingly high number of girls, bought into (NPD Consumer Panel). Outside of this, Lego Minifigures have been extremely popular since launch.
Key to success in the playground is capturing imagination as well as a combination of other factors, ranging from characters to low price points. These build towards the collectability of a range to motivate repeat purchases. Toy Sales by Price Point YTD September 2010
(source: NPD) 100%
All Price Points Under £5 £5 - £9.99 £10 - £19.99 £20+
Value % 100.0% 22.7% 22.7% 25.2% 29.4%
Units % 100.0% 68.6% 16.8% 10.0% 4.6%
50%
Under £5
£5-£9.99
£9.99-£19.99
£20+
With two series already available, the Minifigures are the number one toy by value under £5 (YTD September 2010) and have reached sales of over £2m in just a few months. One of the continual favourites of pocket money spend is Gogo’s Crazy Bones, which has continued to be popular with its Evolution range in the last year, especially within grocers. Gormiti foilbags remain popular as well. For girls, pocket money spend is likely to go on longer established ranges such as Hasbro’s Littlest Pet Shop, Disney Princess and Polly Pocket. New Disney Fairies collectables are also proving popular. Key to success in the playground is capturing imagination as well as a combination of other factors ranging from characters (both TV and film, as well as original) and low price points. These hopefully build towards the collectability of a range to motivate repeat purchases.
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SECTOR GUIDE PLAYGROUND CRAZES
KONAMI 020 8987 5730 Konami Digital Entertainment now offers accessories to complement its Yu-Gi-Oh TCG. The range includes card sleeves decorated with the most current YuGi-Oh 5D’s monsters, starting with Majestic Star Dragon from the Stardust Overdrive deck. The sleeves come in packs of 50. Konami also offers a bindersized card portfolio featuring the Majestic Star Dragon, offering ten pages, each holding nine cards. This, too has been designed to protect and highlight individual collections. The Shining Darkness is a 100-card set, which comprises 48 common cards and 20 rare ones, alongside 14 super rare, ten ultra rare and eight secret rare cards. It contains nine new Blackwing-themed cards to enhance decks and a dozen new Infernity monsters cards, bringing the Infernity monsters to the forefront of competitive dueling.
BANDAI 08456 028782
Bandai has launched a new range of 10cm Ben 10: Ultimate Alien Collection Figures (£5). Boys can collect aliens including Rath, Ultimate Swampfire, Ultimate Big Chill, Armodrillo and Ultimate Ben Tennyson. Each figure comes with a clear mini disk that can be used with the Disk Alien Ultimatrix. The Alien Creation sets (£6) each come with two figures. The Tinga Tinga Tales toys (£7) include monkey, lion, hippo and elephant. The collectable figure set (£9) has four detailed mini figures and can also be used with the water hole play-set. New pocket-money priced releases from Pokémon include the Pokémon Yoyo (£8), Battle Poké Ball (£8) and new six mini figure sets (£8).
DECEMBER 2010
MATTEL
There’s big news from WWE with the launch of a new line of stylised collectable mini figures. At 2” tall, WWE Rumblers feature small-scale superstar styling with four points of articulation and a special kung-fu grip to hold accessories or grapple with an opponent. The sequel to Cars will hit cinema screens in July 2011. Since Cars was released in 2006, Mattel’s line-up of product has consistently maintained the brand’s place in the top two of the NPD Vehicles supercategory. In 2011, a new collection of Character Cars will bring the movie to life in 1:55 scale die-cast. Plus there’s new innovation die-cast with lights and sounds. All the heroes and villains from Batman: The Brave And The Bold come to life in a 2” mini figure assortment. Each character is articulated with a movable head, arms and waist.
VIVID
Vivid is welcoming the Just Borns to the AniMagic family this spring. TV advertised with a range of seven palmsized characters to collect, the pets are billed as a must-have for 2011. Press their noses and they make a variety of animal sounds, wag their tails, flap their wings or waggle their ears. Vivid continues to support the range throughout 2011 with TV and PR activity and regular updates to www.animagictoys.com website. JLS have been immortalised in plastic with a range of collector dolls, which have been developed using the latest laser image face sculpting technology for maximum authenticity. They also come with colour coordinated fashion outfits. Vivid’s Moshi Monsters range is based on the children’s online game www.moshimonsters.com and will show the collectability of the
01628 500000
Following the success of Toy Story 3, the playground is still home to Mattel’s range of collectable 2’’ buddy figures, with new characters from the third instalment including Chuckles the Clown and Spanish Buzz Lightyear. Number one vehicle brand Hot Wheels (NPD vehicles super category value YTD August 2010) continues to deliver collectable vehicle play. The new Hot Wheels Colour Shifters assortment features four different themes and new ways to transform vehicles. Building on last year’s line, 2011 Colour Shifters are the wildest yet. Using hot or cold water will uncover secret features like flames, stripes or dirt with ‘Water Revealers’ cars and elaborate paint finishes with Metallics cars. Exposure to light will reveal hidden decos on the Glow In The Dark cars and Hypercolours cars work like mood rings, changing colours when rubbed or hit with hot air.
01483 449944 characters and their pet Moshlings. Each product features secret codes that can be redeemed for exclusive ingame items. The range starts with Blind Bags including two collectable Moshling figurines and a character card. The Collector Blister Pack includes five Moshling figurines. The Moshlings are also available as a Soft Toy Assortment. The Moshi Monsters range will be available from January and will be supported by TV and PR campaign from launch. Based on the toy range in the late 90s, Teeny Little Families are miniature animals that recycle rubbish to make into homes, shops and play environments. There are five Families Packs to collect: Hippos, Sheep, Pigs, Bears and Racoons. Each family comes with a Baby Surprise feature. The Teeny Little Lane Assortment features the Perfume Place, Music Mansion & Cupcake Cottage. See the play-sets transform from household objects into homes. The Teeny Little Families will continue to be supported with a TV campaign and have regular updates on the www.teenylittlefamilies.co.uk website.
LEGO 01753 495000
Lego Minifigures launched in May, reaching the number 1 spot in the UK toy market within just six weeks of launch, according to NPD. Each phase of Minifigures includes 16 new figures, available for a limited time only. The price of £1.99 means Lego can now offer a product to the pocket money market. Phase one saw the launch of Tribal Leader, Cheerleader, Caveman, Circus Clown, Zombie, Skater, Robot, Demolition Dummy, Magician, Super Wrestler, Nurse, Ninja, Spaceman, Forestman, Deep Sea Diver and Cowboy. Phase two included Disco Dude, Surfer, Explorer, Karate Master, Lifeguard, Mariachi, Mime Artist, Pharaoh, Pop Star, Ringmaster, Skier, Spartan Warrior, Traffic Cop, Vampire, Weightlifter and Witch.
HASBRO 020 8569 1234
The Beyblade: Metal Fusion Battle Top Assortment comes with cast metal fusion wheel, ripcord launcher and assembly tool. The tops are also available in an Electronic Assortment. The Beyblade: Metal Fusion Super Vortex Battle Set comes with everything needed to stage a spinning competition. The Super Vortex ‘no pocket’ stadium is designed for intense battles. Start the spinning with two ripcord launcher tools and keep it going while charting battles on the tournament grids. Kids can enhance their battle experience further by heading to BeybladeBattles.com and keying in a package code to enter the Virtual Battle Stadium.
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GLOBAL PROMOTIONAL SOLUTIONS 0292 022 7955
Crazy Bandz are shaped silicone wristbands, worn as bracelets and spring back into shape when taken off. Fans often wear multiple bands at a time and trade with each other. The shaped silicone rubber bands were created in Japan in 2002 as an environmentally friendly office product. Re-invented as a toy by making them larger and thicker, they have recently become a celebritydriven craze and kids fashion accessory in the US. The colourful silicone wristbands have now been adapted by Global Promotional Solutions for the UK and European market, with British-themed shapes like cricket bats, rugby balls and F1 cars. The next generation Crazy Bandz are thicker and longer-lasting than their predecessors, with more vibrant colours. There are many shapes and themes to choose from, including sports, music, animals and princesses. A packet of 12 is £2.99.
LAUNCH PRODUCTS 01404 45604
Silly Bandz have become the latest celebrity craze with Sarah Jessica Parker and Agyness Deyn being snapped with the fashion accessory. The colourful rubber bands are made of silicone and moulded into a range of shapes including animals and objects. New designs are being released constantly along with licensed designs including a range by pop singer Justin Bieber and a Marvel Comics range. SillyBandz are the brainchild of Robert Croak, CEO of SillyBandz in the US. Retailers all over the UK are already reporting strong sales figures, while Toys R Us predict Silly Bandz to be the ‘hottest toy of the year.’ Silly Bandz are exclusively distributed in the UK and Europe by Launch Products. The firm is now releasing the latest Silly Bandz product, SlapWatch. They will be available in time for Christmas and come in nine colours.
TOPPS
Star Wars Clone Wars Force Attax hit shelves in September and has enjoyed strong launch sales. Slam Attax Mayhem is the latest WWE TCG collection. It features a new design and the latest Superstars making it the biggest WWE collection to date. Special signed cards have also been introduced. Moshi Monsters Mash Up Cards have also been added to the portfolio. The trading cards contain secret code cards, which redeem exclusive in-game items. Sales of Cool Bands – shaped elastic bands – have increased 17 to 23 per cent every week over October. The content of Disney’s Club Penguin 4 series is currently top secret, but Topps’ card game will include special codes in each pack to unlock in-game items.
THE IN THING After taking the US by storm, the shaped, silicone Zany Bandz have been seen on a range of celebrities. Zany Bandz come in packs of 24 and retail at £1.99 per pack. They are available in a range of different shapes including Animals, Safari, Dragons, Retro and many more. The bands come in display units of 24 packs. The In Thing is now offering ToyNews readers ten per cent off if you buy four sets or more and the firm will also give you a free display stand. Quirky Bands are also available from The In Thing and retail at £1.50 for a pack of 12 bands, again available in many different styles. The difference with Quirky Bands is that when readers buy 450 packs of bands, they will get a free FSDU with an integrated TV screen, which plays the TV ad. Other playground crazes available at The In Thing include Toonz Micro Monsters. Three Toonz with 3D holographic faces retail for 99p and the range is backed with a TV campaign. New accessories for the range are also available
08701 203630
Match Attax is now in its fourth season and the new Topps Match Attax collection is showing early sales are up ten to 25 per cent against last year’s first part week sales. The collection features new fluro green packaging. The set also features a new ‘showboat’ subset, showing one player from each of the Barclays Premier League clubs, as well as the Star Player, Man of the Matches and Hundred Club card sets. Another new addition is the referee card. This season’s collection launch will be supported by a TV campaign, news trade promotions, kids’ press editorial and a series of events with retailers. The Premier League 2010/11 Sticker Collection features new look, extras including past Premier League legends, new 3D stickers and free 3D glasses with every album.
0845 365 30 30 including a Belt Clip Box and Collectors Tins. Series two will be launching at Toy Fair 2011, which will be enhanced with larger 3D faces. Dracco Spin retails at £1.99 for a pack including a spin top, a launcher, a string and a sticker sheet. Battle Sets are available at £3.99 and big arena sets at £12.99.
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MAGIC BOX 01403 251286
The latest addition to Gogo’s Crazy Bones is the Superstars collection. The new range features the 80 most famous and sought after characters from the first four series brought together as ‘superstars’. Each character has been adapted and improved and Superstar status is confirmed by a new ‘fuzzy’ finish. The collection is completed by four ‘Most Wanted’ Superstars. A further new addition is Gogo’s Crazy Bones cubes. These brightly coloured cubes can be used to store and display the collection. The collection is complemented by a 32-page sticker album and guide. Packets of Gogo’s Crazy Bones Superstars will contain two Gogo pieces, two stickers and one Cube and cost £1.99. The 32-page album costs 99p. The collection will be further complemented by the launch of the Official Gogo’s Crazy Bones Comic from Titan.
GROSSMAN 0141 613 2525
Alien Eggs are still going strong and new eggs are appearing every year. Alien Birthpods are being TV advertised through the buying period before Christmas. Other TV advertised pocket money lines include Dino Magic and Mermaid Magic. The Spongebob Gift Set contains an assortment of products including Whoopee Cushion, Spongebob Spring, Spongebob Jumping Beans and Spongebob Jet Balls. Also available in the Spongebob range, is Spongebob 2 and 3 wheeled scooter, Spongebob Pogo Stick, Spongebob Igloo Tent and Spongebob Seat. The Hello Kitty Fun Variety Pack includes a Hello Kitty light-up Yo-yo, Hello Kitty Skipping Rope and 2 x Hello Kitty Jet Balls. The pack complements the other items available in the Hello Kitty range, including Hello Kitty Dome Tent, Hello Kitty Mega Tent, Hello Kitty Seat and Hello Kitty Sleeping Bag.
DECEMBER 2010
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SECTOR GUIDE PLAYGROUND CRAZES
CORINTHIAN 01494 462640
There are two new additions in 2011 to the In My Pocket range. First out of the blocks will be Puppy In My Pocket Enchanted Valley. This includes miniature fuzzy figures of mythical creatures such as unicorns and fairies, as well as the traditional puppies. Each pack will also come with miniature storybooks containing stories of how the animals and creatures found themselves in the Valley. The next instalment will be Rainforest In My Pocket featuring Toucans, Anteaters and Chameleons. There will be various animal packs in each range, containing four flocked figures and the family packs. In addition, the Rainforest range will include four newborn packs. All the newborns, animal and family packs will come in environmentally friendly, reusable packaging. An In My Pocket first will see the introduction of single bags each containing just the one flocked figure. Corinthian will also be launching a new series of Ocean in My Pocket with colour change capabilities and Baby In My Pocket triplets.
TOMY Tomica has a range of die-cast toy cars ideal for a pocket money purchase. Priced at £9.99, the four-pack of Honda cars are a start to any Tomica collection. Fully licensed by Honda, the cars have opening boots and feature life-like suspension. Gacha has signed many new licences for 2010 which promise to further boost the vending and impulse purchase market. Littlest Pet Shop has been in vending machines since it was launched earlier this year and Tomy expects similar things from both Sonic and Transformers when they are launched in 2011.
To tie in with the release of Harry Potter and the Deathly Hollows Part 1, Gacha will have Wand Shaped Touch Pens across all its national sites in the UK. For 2011, the top impulse purchases are set to be Disney-Pixar Cars 2 and Hello Kitty. Micropets-i sold over a million when first launched in 2002. Each Pet comes with an AI sensor that allows kids to control the Pet’s movements and mode
SPIN MASTER
020 8722 7300 of play by touching it, so the pet can follow its special ball, avoid obstacles, talk to others or sing a song unique to it. Girls can also pair up the pets, by placing them face-to-face to see them sing a song together, making the toys highly collectable. After five meetings, the pets will go into fortune telling mode, and if they get along, both pets will sing the Wedding March together.
Tomy also recently acquired the World of Warcraft trading card game. Based on the multiplayer online role playing computer game, the cards represent the same characters and actions. Now kids can collect their favourite realm and also hunt for special features that they can use while battling one another.
01628 535000
FLAIR 0208 643 0320
The Filly Princess range consists of 21 miniature flocked ponies. Driving the brand will be foil bags containing a Filly Princess figure. Each Filly represents a different breed of pony and comes with a trading card. There is one rare Filly which is adorned with a real Swarovski crystal in its crown. Play-sets include 12 different Filly Town Stables, Royal Carriages and the Dream House. Based around the adventures of Tinker Bell and Fairy friends in Pixie Hollow, the Micro Figure collection comes as a series of 12 Fairy figures presented in a foil bag, each containing a piece of a puzzle that fits together to create a fairy scene.
MECCANO 01869 324956
HORNBY 01843 233525
The Supermarine Spitfire Mk1a, one of the most iconic aircrafts following its feats during the Battle of Britain, is now available in model kit form courtesy of Airfix. At £4.99 the UK’s number one selling model kit is designed for both old and new model fans alike. The recent increased investment from Airfix together with the introduction of new kit tooling means the Airfix brand is becoming more and more revitalised with every product launch. Corgi’s latest die-cast ‘fit the box’ scale is the Red Arrows – Red Leader, where the wingspans are approximately 100-110mm, and the model costs just £4.99. For the more traditional collector, meanwhile, Corgi has teamed up with British icon, James Bond. You can now get a toy version of his famous Aston Martin DB5 from Goldfinger. The James Bond range is ‘fit the box’ scale and retails from £4.99.
DECEMBER 2010
In addition to the 100 new Mighty Beanz launched this year, Mighty Beanz are also now available in a fourpack of Star Wars characters – Chewbacca, Han Solo, R2D2, Luke Skywalker and Darth Vader, to name a few. There over 60 Star Wars beanz to collect which can then be stored in the Darth Vader Collector Tin, which includes two exclusive beanz. Kids can race their beanz down the Slam & Smash Track. Party Animals are aimed at five to ten year-old girls and incorporate tiny animals, dress-up play, and collecting. There are nearly 50 bears to collect including rare VIP bears. Kids can clip them to their phone, bag, belt or
pencil case. Each bear belongs to a party team, which are constantly refreshed. Additionally, there are three mini play-sets, each with two bears in exclusive costumes and a collector’s poster: the Hula Hangout Seashell Concert and Snowflake Lake. Bakugan New Vestroia continues to perform strongly. The launch of new limited edition ‘special treatment’ Bakugan in redesigned Starter and Booster packs, plus this year’s ‘must have’, the 7-in-1 Maxus Dragonoid (US T.O.T.Y), new Bakubowl Arena and new Traps/Special Attack, will all be featured in Bakugan’s biggest ever TV campaign this autumn.
The collection of Xtreme off-road vehicles is made using a fusion of plastic and metal parts in day-glo colours with chrome effect metal. The Xtreme Micro set (£5.99) comes with 50+ parts to build a miniature car in red and neon green. Other models include sound effects, pullback motors and remote control. Meccano has developed its Build & Play collection to include pocket money lines featuring six sets each building one miniature toy – Car, Plane, Bulldozer, Helicopter, F1 Vehicle and Motorbike. The Micro Build and Play assortment offers simple construction using bulky nuts and bolts. This is the first entry price point to the 5+ system at £3.99. Another offering is the Nano Kits Assortment. Each set contains parts to construct one micro vehicle.
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SECTOR GUIDE PLAYGROUND CRAZES
HTI 01253 778888
HTI has further extended its range of Toy Story novelty toys. The Toy Story Glowing Galaxy Collection features iconic character silhouettes. The range also includes Fun Balls, Soft Soccer Balls, Tambourine, Juggling Balls and Magnetic Sketcher. The HTI range includes Disney Princess and Cars. The Peppa Pig Music Set is also on offer, plus a Recorder and Harmonica with storage cases. HTI is introducing a new range of playground toys for The Simpsons including Simpsons Fart Noise Putty, Bart Finger Skateboard, Disc Shooter and Whoopee Cushion. The Simpsons everyday collection also includes Rocket Launcher, Bubble Wand, Magic Spring and Mobile Phone. A range of The X Factor music related toys is also available. HTI’s Teamsterz range provides an array of die-cast, radio control, special feature and plastic vehicles as well as racing tracks set across all major price points. The new ‘Nitro’ sub-range of Teamsterz offers special feature radio control and battery-operated vehicles.
SAMBRO 0161 707 5555
Sambro has recently signed as distributor for the Disney Pocket Money toys for What Kids Want. The firm is also manufacturing licensed pocket money toy ranges for Spider-man, Batman: The Brave and the Bold, Spongebob Squarepants, Marvel, Scooby-Doo, including outdoor products, stationery, crafts and lots more including Tom & Jerry plush. Each of the ranges features retail prices ranging from £1 to £10 Sambro has also recently taken on distribution of Playskool wheeled toys for 2011.
DECEMBER 2010
RE:CREATION
Re:creation provides a wide variety of pocket money/impulse range toys. Key licensed product for the girls include Littlest Pet Shop key rings, Toy Story 3, Disney Princess and Go-Go’s Zeebeez and Koosh balls and key rings. Key boys licences include Ben 10, Bakugan and Marvel figure key chains featuring Spider-man, Venom and Wolverine. MadBalls, Yada Yada Yada the voice-morphing device, Armeez the bouncy, wiggly bouncing ball and WWE thumb wrestlers are also now available. Stylus pens are a range of toy and game pens, which enable you to mix and
JOHN CRANE 01604 774949
SES Creative from John Crane features an array of hobby ideas in the lower price range. The Bike Decorations hobby kit is priced at £7.99 and contains ribbons, pre-cut foam board and full instructions for bicycle personalisation. All of the contents are weatherproof and colourfast so will ride around as long as the bike does. The Survival Glow Rods (£4.99) are sold with four in the set; two blue and two green. Once bent they crack to release a special yet safe chemical that makes them glow brightly for up to 24 hours.
0118 973 6222
match colourful beads to create new designs. Games available include Barrel of Monkeys, Boogle, Playdoh, Trouble, Monopoly Pinball and Super Soaker. Lego Lights combine Lego toys with a source of illumination. New is the City Workers range of torches and plush, choose from police, construction, Lego man and fire workers. A range of play mats and zipbags will also be available. New licences for Phlat Ball include Toy Story, Ben 10 Alien Force and Spiderman Spider Sense. Low price point items include Phlat Ball Minis, licensed juniors and the new V2.
FIESTA CRAFTS 020 8804 0563
Top Nobs wood character pens, pencils and sharpeners feature hand painted characters with all sorts of fabrics, which retail from £1.75. The pencils and pens come with wooden feet that give a ‘click-clack’ sound when shaken. Once a child has a few of the pens or pencils they often want to make up a story, prompting a mini-puppet show. The Top Nob range includes storybook characters, farm and wild animals and even aliens. Free point-of-sale displays are available including the just launched, wooden pencil display, with more pencils being added to the range.
BRAINSTORM 01200 445113
There are plenty of additions to Brainstorm’s The Original Glowstars Company brand. The handheld Astro Projector Torch has three domes to project different space patterns onto walls. Choose from stars, planets or spacecraft and then watch as the body of the torch glows in the dark. Cosmic Glow is a range of plastic glow-in-the-dark shapes, with five different themes and complements the original glow-in-the-dark paper stickers. Pink Glitter Stars are ideal for a girl’s bedroom and kids can add glow in the dark highlights to pictures with Glow in the Dark Pens. In 2010 Brainstorm added licensed metallic stickers and foam room decorations to complement its existing range of room accessories. Stickers feature Hello Kitty, Hannah Montana and Jonas Brothers. Mostaix is a new range of art and craft products where children make mosaic style pictures. Using small plastic tiles of different shapes, children can build up pictures, graded to their age and ability. The snap-in pieces stay in place without the use of glue or ironing. Follow the real-size pattern to make the picture, then hang the picture on a wall or take out the pieces and make another picture. The blue ribbon series is available in eight styles and is suitable for beginners and younger children. New to the Natural History Museum licence are Picture Viewers. Pocket sized, pocket-money viewers are available in two styles: Wildlife and Sea Creatures. Each viewer includes three discs with a total of 24 animal photographs, all with the added endorsement of the Natural History Museum brand.
KIDULT 0776 373 9915 The Addictaballs are 3D spherical labyrinths comprising of twists, turns and swinging arms. The ball includes 138 stages in the first maze and 100 in the second. Available in two sizes, the product can be used to pass the time while out and about. The puzzle is aimed at both kids and adults.
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SECTOR GUIDE PLAYGROUND CRAZES
REVELL 01442 890285
The MyStyle range allows young girls to create jewellery designs using a simple click-together technique. It includes colourful beads, pendants, and charms, providing girls everything they need to get creating. There are three themes in the MyStyle range for girls to choose from: Pink Ballerina, Blue Starlet and Purple Princess. Each range has a variety of jewellery pieces including the Pocket Style Necklace at £4.99 and the Sweet World at £9.99. The latest range from Revell shows how the German-born model manufacturer continues to expand beyond traditional model making.
SCHLEICH 01279 870000
MEGA BRANDS
Battle Strikers Metal XS will see the launch of a third generation of toys. Battle Strikers Metal XS has been developed to provide long-lasting gameplay, with new designs and parts to enhance the battle. Each striker has heavy, durable metal armour and represents a mythical StrikerSoul with its own skills from one of three teams: Phantom, Paladin and Predator. Targeted at boys eight to 12, the game invites multiplayer action for friends to battle it out. The playground provides a possible battling zone and the game can be easily transported. With unlimited customisation for each striker, kids try out different possibilities for attack, defence and control, to design the ultimate striker. The new StrikerSouls range includes six Strikers including Asleon (Predator), Valkyria (Paladin) & Diablaze (Phantom).
ESDEVIUM GAMES 01420 593593
01844 350033
Additionally six Mecha FX Strikers including Talanthor (Predator), Masumai (Paladin) & Dragun (Phantom), bring a new level of control and strategy to the battle. Boys can mix and match with the XS and FX Strikers, whil also swapping parts. Further promoting collectability, all series strikers are compatible with each other. Battle Strikers Metal XS spring/summer 2011 range brings a choice to the spinning top market. Kids will have the option to play with a new manual launch system or the existing turbo boost launcher. The new 2-in-1 manual launcher system uses a rip cord and allows kids to launch and control in one hand. Three new manual launcher starter kits styled to the three teams are being introduced alongside the turbo starter sets, while a new Hyper Striker Tournament set is also being launched.
UNDERGROUND TOYS 0207 801 6325
LE TOY VAN 020 8979 2036
Budkins, the bendy range of poseable wooden characters, are going to be joined by some new releases as part of Le Toy Van’s end-of-year product launch. Initially available in limited quantities at the end of 2010, the new products will be fully rolled out for 2011, along with additional ranges. Alice in Wonderland is one new addition, amongst others including a Royal Guard, Henry VIII and some new triple gift packs. Dressed in a real fabric outfit with a blue ribbon in her hair, Alice joins the range of 80+ individual Budkins characters, supported by a wide selection of painted wooden Le Toy Van play-sets. The figures are sold at a pocket money price of around £4.99. Budkins are also available in triple gift packs and are supported by a number of free merchandising options, including decorated wooden floor and counter-top stands. The range of characters also includes everyday life, pirates, fairytale, knights, fantasy and historical among others.
MARBEL 01208 873123
Schleich’s variety of animal figures makes an ideal pocket money toy. There is a multitude to choose from, ranging from farm and wildlife animals through to historical and fantasy themes. The smaller figures make ideal pocket toys for boys and girls from pre-school age and up will spend hours creating their own stories with. With everything from penguin chicks, ducklings and lambs through to lions and tall giraffes, each and every hand-painted piece is true to life. With no need for instruction, the company’s toys aim to inspire imaginative play. Point of sale merchandise is available to make sure that all Schleich’s figures are displayed in an eye-catching way in-store.
DECEMBER 2010
Pokémon continues to be popular, with HS Triumphant now available and Call of Legends set due to launch in February, bringing the Diamond and Pearl series block to an end. This will pave the way for the spring release of Pokémon: Black and White. Match Attax has starter sets, boosters and tins. Gogo’s Crazy Bones is now into its fifth series with the Superstars collection. Sales of the Gold Series tins and other Gogo’s merchandise continue to retain the range’s status as one of Esdevium’s best sellers. BBC properties Deadly 60 and Top Gear trading cards continue to sell well. Esdevium is the exclusive distributor for BBC collectable card products within the UK. Future releases include Doctor Who. The success of Club Penguin looks set to continue with the Water series. Other Club Penguin items including plush toys, puffles and key rings are selling well. Esdevium is also working with the exclusive UK distributor of Silly Bandz.
Underground Toys is expanding its talking key chain range to include Peppa Pig, meaning kids can recreate scenes with Peppa, George, Mummy and Daddy. The firm is also adding Bakugan. The addition to the Sound Blaster range is packed with special effects including Bakugan Opening, Gat Card Opening, Throwing Card and Field Card Opening. The Star Wars Mini Talking Plush includes characters as a 4-inch plush, including Darth Vader, Chewbacca, R2-D2 and Yoda. Squeeze Darth’s tummy to hear him omit his menacing breathing. Squeeze Yoda to hear him say “Judge me by my size, do you?”
Eitech Metal Construction Kits continue to capture kids’ engineering imaginations. The starter kits are priced from £4.99. The pick up and play products teach children about construction and physics and as they improve their skills, there are sets available with increasing difficulty levels. Advanced sets including remote control and solar powered sets are also available. The I’M Toy range of ‘pull back and go’ (£3.99) range comes in its own POS display box and features designs including racing cars, planes, trains and animals. All the items are produced from sustainable rubberwood and finished with non-toxic paint and varnishes.
SECTOR GUIDE PLAYGROUND CRAZES
www.toynews-online.biz
GREEN BOARD GAMES 01494 538999
BrainBox All Around the World was voted as the number one product in the games and puzzles category by independent retailers in The Toy Shop UK Independent Toy Awards. As well as receiving a Highly Commended, Right Start Award, BrainBox ABC also earned a Gold Award in the five to seven toys and games category in the Practical Pre-School Awards 2010. The latest title is BrainBox London. Using imagery from Collins: Illustrated London Maps, the game cards for BrainBox London have been designed so that when fitted together, they form an illustrated map of London. Baffle Ball includes eight mini, colourful buckets and a small ball encased in a clear sphere. The aim of Baffle Ball is simple – all you need to do is manoeuvre the small ball from bucket one to eight, in order.
HABA With many under £5, Haba’s games in a tin provide entertainment for children and adults of all ages. For example, Catch Me is a catching game with little wooden mice and a dice, while Who Am I? has a head band and colourful cards to fix onto it; children have to ask the right questions to discover their identity. There are over 30 games including card games, stacking and catching games, mini-board and dice games. The Terra Kids range of pendant key rings is also available at pocket money prices. All of the pendants include a strap and strong aluminium snap link and each has its own function. The practical retractable key ring ensures boys can unlock the door without removing the key from their belt, while the emergency capsule contains a note for important information.
WINNNING MOVES
Top Trumps was established as a popular children’s card game in the UK in the 1970s and 80s. In 2000, Winning Moves purchased Top Trumps from Hasbro and re-invented the game by adding licences to the range, such as Star Wars, High School Musical and The Simpsons. Today Winning Moves continues to produce a range of both classic, educational subject and licensed, special edition packs. The range is constantly being refreshed and boasts over 40 titles from Dinosaurs to Supercars and from Doctor Who to Moshi Monsters.
0161 304 9555
The collection also includes a crane hook, a twitter (which makes a twittering sound when shaken), a compass, thermometer and whistle. There is also a new selection of key covers in a range of colours all sporting the Terra Kids logo. A wooden Terra Kids display unit with 18 plastic hooks allows retailers to present the key rings.
020 7298 9500
Each pack of Top Trumps is based on a theme, such as cars, dinosaurs or characters from a popular film or TV series. Each card in the pack shows a list of numerical data about the item, varying from things such as car engine size to bravery of characters. The aim is to beat or ‘trump’ your opponent’s card, by choosing the best stat on your card. The packs are priced at £3.99 and the brand now enjoys global sales in the US, Canada, Australasia, Germany, France, Belgium, UAE and Singapore, with more territories are opening up all the time. Over 50 million packs have been sold worldwide.
WIND DESIGNS
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GREAT GIZMOS 01293 543 221
The IQ Block Puzzle requires puzzle solvers to arrange eight coloured pieces to fit in the provided case and there are over 40 different possible solutions. The CDU contains 36 games. The multifunctional Optic Centre has over seven different functions including monocular, binoculars, whistle and a mini flash light. Also available are Magic Balloon sets, which enable kids to blow, shape and mould balloons with the paste and blowpipe provided. Single tube sets come in a CDU of 24 boxes of assorted colours. Other sets include double tubes or four tubes of colours. A new range of black CDUs have now been brought in to update the Kaleidoscopes range.
0844 2571180 Wind Designs has signed sole UK and Irish distribution for the Zing Range. Part of this is the Oz West line providing popping, bouncing, flying fun in a range of colourful compact foambased toys. There are seven product lines in total. Retail prices are from £1.99 to £4.99. The new range includes Pop Shotz activate the air-powered launcher with a hand squeeze to fire the soft foam rockets and darts. Airbow Shotz is an air-powered bow, which lets the player pull back the string and release a powerful blast of air to send the soft foam darts flying. There are also the Pop Ballz in three assorted colours, plus the Bungle Bungle outdoor boomerang. The range also features soft indoor boomerang, the Roomerang.
DECEMBER 2010
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HOBBIES, GAMES AND TOYS FOR KIDS OF ALL AGES
Dedicated monthly retail coverage
Retail Only News • Data • Opinion
Wilkinsons launches own-brand range by Katie Roberts WILKINSONS HAS become the latest High Street retailer to launch its own-brand line of toys. The homewares retailer has unveiled a range of toys called Wilko Play, with prices starting from 70p. Some 140 new products hit all of Wilkinson's 337 stores across the UK, with toys aimed at children from birth up to eight years-plus. The Wilko Play range covers educational and role-play items; girls and boys; affordable pocket money items; and games for the family. The Wilko Play Pre-School range features musical play items including a Toy Trumpet (£7.99), a Music Beats Drum (£9.99) and a Wooden Xylophone (£3.99). The Pre-School range also includes products designed to finetune a child's motor skills and coordination. Shape Stacks and Blocks
(£5) and Baby Animal Stacking Rings £4.99 are also featured. The Creative Play section of Wilko Play offers a Washing Machine (£12.99) and an Iron (£4.99), Shopping Trolley (£10.98), Shopping Basket with Play Food (£3.99), and also a Kettle (£4.99). Boys Toys in the range include a Remote Control Tarantula (£14.99), 12-piece Insect Collection (£3.99), and much more, from Emergency Vehicles at £2.97 to a range of Playmat Worlds (£4.99). Wilko Play Girls products offered are the Glitz Bead Set (£4.97), Dress Me Dolly (£6.97) and the Glam Make Up Set (£4.99). The retailer has also included a range of games including the
Comment Page 46 Counter Insurgent ponders those Christmas toy lists....
Charts Page 47 Featuring The Entertainer, WH Smith, Amazon, John Lewis and Play.com.
New products Page 48 Among this month’s new products are offerings from Flair, Drumond Park, Hasbro and Kloo....
Bonanza Bingo Set (£4.99), the Maze Daze Game (£7.99) and Bubble Trouble Hippo Game (£9.99). The packaging in the range is also colour coded - blue for boys, pink for girls, orange for pre-schoolers, green for games and red for crafts. www.wilkinsonplus.com
Opinion divided on retail body
Hero Product Page 49 Re:Creation’s Atomic Putty is this month’s Hero Product...
A POLL on www.toynews-onliine.biz on the effectiveness of the Toy Retailers Association (TRA) shows opinion split on the body’s relevancy. At the time of writing, some 50 per
cent of those that responded to the poll felt that the body was irrelevant for Toymaster/AIS members. Only 11 per cent said it was vital for toy retailers, while another 39 per cent
felt that the body had a role to play but needed to change. What do you think? The poll is still live. You can cast your vote at www.toynews-online.biz
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RETAIL ONLY
HIGHSTREET COUNTER INSURGENT Dispatches from the retail front line... ALL THE top tens, dozens, half dozens, and what have you are in, and not all of them did the industry any favours. The Duracell Top Ten confirmed what we know, we are losing kids from toys younger and younger. There were only three actual toys on the list and you could argue that one of those was, in fact, a gadget. The ironic thing is over half don’t use a battery that Duracell can supply, I guess that stops them being accused of bias. I know a list can get distorted, but from age eight, only half wanted a toy. But with three video games (Lego’s only entry) and four gadgets, it proves that toys are no longer the main present under the Christmas tree. Once again the juggernaut that is
Apple is the clear winner in the most wanted item wish list. Apple used to be a techie company – great product, but not mainstream. But, no longer. However, before we start grumbling about Apple taking all the money, let’s not forget that Steve Jobs has generated millions – billions even – for this industry as a founder of Pixar. When parents are looking hard at what they spend, it doesn’t help when a couple of the lists had the majority of toys over £50. For once I have regularly heard parents standing in front of the Lego display and refusing to buckle to Little Johnny wanting an eyewatering Harry Potter set. A growing number of parents have learned to say no in the past year and although you won’t like me for saying this, the toy and confectionery industries are the ones to gain
As always, it was the unexpected piece of publicity on Dream Toys that created the most impact. the most from the benefit system and we all know what is happening there. But perhaps the saddest thing that highlights just what this industry has become is that in the very week that the TRA announces the Dream
Dozen, a supermarket chain kills off several of the top 12 by selling them for half price. Like it or not, toys are seen as over-priced and retailers as making lots of money. There will be few members of the public who will believe that all
the big name items in that sale are sold below cost. At least Mattel has supported the independents by not delivering hardly any Buzz Lightyears to us this year. But as always it was the unscripted, unexpected piece of publicity on Dream Toys list that created the most impact. The toy that did something it shouldn’t have done – that spilt cup of coffee worked wonders for sales of walking/barking/peeing dogs that weekend.
PRICE CHECK: DECEMBER 2010
DECEMBER 2010
Air Hogs Vectron Wave Spin Master
Pumpaloons Drumond Park
Octopals bath toy Tomy
Chuggington Training Yard with Loop Play-set Learning Curve
Bratz Tenth Anniversary Dolls MGA
£32.48
£19.99
£8.77
£34.83
£7.50
£24.99
£14.99
£9.99
£39.99
£6.66
£24.99
£14.97
£9.97
£29.97
£9.97
£25.00
£15.00
£13.00
£34.99
£7.50
£24.99
£14.99
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RETAILCHARTS The Entertainer
CHART DATE 05/11/10
1
Sylvanian Families Lakeside Lodge
2
Mail Order Express
CHART DATE 05/11/10
Flair
1
Dareway 08 Gothic Ride On
Silver Cross Ranger Dolls Pram
HTI
2
Born to Play In the Night Garden Pink Slumber Glo Bed
Yaffe
3
Lalaloopsy Peanut Big Top Doll
MGA
3
Born to Play In the Night Garden Slumber Glo Bed
Yaffe
4
Mega Bloks Halo Wars Aerial Ambush
Mega
4
Knights Empire Castle
Playmobil
5
Jolina Ballerina 34cm Doll
Zapf
5
R/C Cargo Train
Playmobil
6
Kidizoom Digital Camera Pink + Travel Bag
VTech
6
Born to Play Thomas Slumber Glo Bed
7
FlyTech R/C Dragonfly Blue 27MHz
Character
7
Razor Riprider 360 Caster Trike Blue
8
Bakugan 7-in-1 Maxus Dragonoid
Spin Master
8
City Cargo Train
Lego
9
Air Hogs R/C Laser Zero Gravity – Yellow Spider
Spin Master
9
Farm Mega Set
Playmobil
10 Disney Club Penguin Puffle Cushion – Red
Play.com
Llanit Toys
CHART DATE 05/11/10
1
Weird Science Lab: Fart Experiment
2
Playskool Mr Potato Head
3
Bananagrams
4
Famosa
10 Suburban House
Amazon
CHART DATE 05/11/10
1
Bananagrams
Hasbro
2
Kidizoom Plus Digital Camera Pink
Winning Moves
3
City Camper
Weird Science Lab: Bouncy Ball
Worldwide Co
4
Kidizoom Plus Digital Camera Blue
5
Rubik’s Cube Classic
Drumond Park
5
Harry Potter Hogwarts Game
6
The Gruffalo: Sitting 7-inch Plush
Aurora
6
Zhu Zhu Pets Grooming Salon
7
Weird Science Lab: Snow Factory
Worldwide Co
7
City Advent Calendar
8
Crayola Friendship Bracelets
Vivid
8
Peppa Pig Sit n Bounce
9
Finger Printing Art Set
NPW
9
Sylvanian Families Caravan and Family Car
WHSmith.co.uk 1
Lego Brickmaster Star Wars
2
Pyramid Posters
CHART DATE 08/11/10
Winning Moves VTech Lego VTech Lego Character Lego Mookie
10 Hedbandz Game for Kids
John Lewis
Re:creation
Playmobil
Worldwide Co
10 Disney Fairies Accessory Pack
Yaffe
Flair Paul Lamond Games
CHART DATE 08/11/10
Dorling Kindersley
1
Maxi Micro Scooter, Purple
Micro Scooters
Lego Brickmaster Atlantis
Dorling Kindersley
2
Maxi Micro Scooter, Black
Micro Scooters
3
Lego Brickmaster Pirate
Dorling Kindersley
3
Mini Micro T-Bar Scooter, Blue
Micro Scooters
4
Barbie Petites Club
Mattel
4
Mini Micro T-Bar Scooter, Pink
Micro Scooters
5
Lego Brickmaster Castle
Dorling Kindersley
5
City Cargo Train
6
Science Museum Climbatron Walligator
Benjamin Toys
6
Kidizoom Plus Digital Camera, Pink
VTech
7
Science Museum Metal Ink Pen
Wow Stuff
7
Kidizoom Plus Digital Camera, Blue
VTech
8
Science Museum Strength Ball
Wow Stuff
8
Deluxe Brick Box
Lego
9
Science Museum Science Putty
Wow Stuff
9
Star Wars Luke Skywalker’s Landspeeder
Lego
10 Science Museum Buzz Wire
Great Gizmos
10 Star Wars Echo Base Rebel Trooper Battle Pack
Lego
Lego
DECEMBER 2010
48
RETAIL ONLY
PRODUCTNEWS Drumond Park signs The Million Pound Drop DRUMOND PARK has created a family board game of Channel 4’s The Million Pound Drop. Hosted by Davina McCall, the series originally hit screens in a sixnight run in May this year. In less than a week, more than 3.5 million games were played online, simultaneously with the show. The board game’s gameplay mirrors the TV original. Included in the box are 240 double-sided multiple choice question cards with various categories, 40 £25,000 play money bundles, the crucial Million Pound Drop Table and a One-Minute Timer. Two people can play together, or a number of players can divide into two opposing teams, which will get everyone involved.
The question cards cover categories from entertainment and colours to the human body and travel. Questions one to four use the red four-answer cards, questions five to seven use blue three-answer cards and question eight uses a yellow twoanswer card. Each team has one minute to stack money bundles on the right trap door, or they can ‘hedge’ bets by spreading the money bundles.
As the timer runs out, the host reveals the wrong answers and pops open the trap doors one by one. All the money bundles that fall through are removed. When all the money bundles have been accounted for, that turn is over and the host team becomes the players. There are two ways to win – firstly, if one or both teams lose all their money before question eight, the team that answered most before losing all its money wins. If both teams go out after the same number of questions, the team that had the most money on the last question wins. Or, if both teams win money on question eight, the team with the most money still on the table wins. Drumond Park: 01506 855577
Hasbro introduces the Tonka Garage Mod Machines THE NEW Tonka Garage Mod Machines system is a modular vehicle building system, which lets kids modify the style and performance of their vehicles. The system features three different sizes – Freewheeling, Backwind and Motorised. The Tonka Garage Mod Machines DX5 Assortment are Freewheeling Mod Machines system vehicles, which each feature multiple accessories, including tyres, tank
treads and light racks. Kids can choose an ATV, UTV or 4x4 vehicle. The DX9 Assortment vehicles feature interchangeable parts and a
Backwind chassis, so no batteries are required. The assortment includes three types of trucks. The Tonka Garage Mod Machines DX14 Semi-Hauler Vehicle is a heavily accessorized Mod Machines system truck. Kids can create a custom street or allterrain style vehicle with a variety of parts and accessories. The vehicle features a two-speed removable motorised engine with sound effects. Hasbro: 020 8569 1234
Flair boosts Sylvanian Families range THE NEW Sylvanian Families Berry Grove School is a twostorey building, which comes with six desks and six chairs for the children, blackboard, bookshelf, books and stationery. The school has a working clock in the tower, and a bell to mark the start of the day. There are also smaller readyto-play sets. The Sports Day set features an egg and spoon race, medals and a winners’ cup. The end-of-term school production sees pupils put on a show and the school orchestra, lead by Mr Bearbury, play. The new Filly Princess range, meanwhile, consists of 21 miniature flocked ponies, accessories and play-sets. Each Filly comes with a trading card. To add to the collectability, there is one rare Filly adorned with a real Swarovski crystal in its crown. Play-sets include 12 different Filly Town Stables and Royal Carriages. Flair 0208 643 0320
Kloo offers new slant on language learning AIMED AT ages eight and over, Kloo is based on the five principles of language learning and is suitable for one to four players. The game can help kids with school work, as it covers many elements of Key Stages two and three, and adults who want to learn foreign language basics. Each language pack contains two decks of cards (128 in total) which are colour-coded into nouns, verbs and adjectives. At the top and bottom of each card is an untranslated French/Spanish word with a phonetic pronunciation. If the cards are placed in the right order, they will make a sentence. DECEMBER 2010
There is no need to know an adjective from a pronoun or know what a conjugation is. With Kloo, players can make grammatically correct sentences within one minute of playing. The set offers 16 different games, all based on existing card games. There are fast-fire games for children and strategic games for adults, for example. Games include Squeeze Box, Prisoner and Patience of a Saint. Also available is a game board to further enhance the learning experience, where you can move through the streets of Paris or Madrid.
Products available in the range include the Kloo Language Pack – Decks one and two £12.99, contains two decks of cards; Kloo Language Pack – Decks three and four, £12.99, contains two decks of cards; Kloo Language Combo Pack £25.98,
contains four decks of cards and Kloo Value Pack £36.97, contains four decks of cards, with Race to Paris or Madrid Game Board The game was developed by Andrew Finan – a husband, father and businessman who has worked with games most of his life. In the Nineties he ran a series of international chess events with the world’s best players in tournaments around the world. They culminated in the World Chess Championship Final with Garry Kasparov at the top of the World Trade Center, New York in 1995. Kloo: 07960 183 283
HERO PRODUCT
www.toynews-online.biz
49
RE:CREATION ATOMIC PUTTY Re:creation is launching a new putty compound into the market in 2011 with a full marketing campaign and rolling product launch schedule including innovative toy components for added play value... ATOMIC PUTTY is backed with a comprehensive range plan and extensive TVdriven marketing. Re:creation believes the brand will create further growth in the market for boys’ creative play and will become the dominant brand in the category. A rolling product launch is planned for 2011, with additional Atomic Putty colours being introduced throughout the year and putty play packs and gift sets available for autumn/winter 2011 selections. Atomic Putty will ship this month ahead of a TV advertising campaign that starts directly after Christmas. Launch products include four variants of Rapid Colour Change Atomic Putty – available in orange to explosive yellow, green to isotope yellow, blue to plasmic cyan and purple to proton pink. It will be available in a mini 20g tub in blister packs for around £1.99 and a large 100g tub for £4.99. Atomic Putty Lumies will launch in March 2011 – a range of four glow-in-the-dark putty variants available in krypton green, ion blue, aura blue and amber orange, available in 20g mini tubs in blister packaging, for around £1.99. The range will be further enhanced throughout the spring with a series of four new top secret ranges, play packs and play-sets that will introduce new putty colours and properties. New creative play activities will allow retail customers to offer a comprehensive product range to cover a variety of price points from impulse to Christmas gift. The line will be supported with a full marketing programme commencing later this month with a 400 TVR advertising campaign featuring a new ad.
Alongside TV there will be extensive PR activities, kids competitions, online features and kids print advertising. The putty will also be included in the firm’s new 2011 merchandising programme, offering all customers the opportunity to utilise permanent pocket money merchandising fixtures including free standing display units with screens which can feature the latest TV ads.
Release dates: December 2010 RRP: £1.99 to £14.99 Contact: 01189 736222
DECEMBER 2010
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RAINBOW PRODUCTIONS
■ Character Costumes & P.O.S.
020 8254 5311
Rainbow Productions
SUPPLIER/MANUFACTURER
0208 254 5300
■ Point of Purchase Manufacturers Daytona Visual Marketing
01827 54551
■ Suppliers/Manufacturers Brookite
01837 53315
Cambridge Brainbox
01279 821 333
Esdevium Games
01420 593 593
Flying Toys
01702 295 110
Games Workshop
08700 134 411
Ideal Software
01767 689 720
Jumbo Games
01707 289 289
Logiblocs
01727 763 700
Maps Toys
01483 776 006
Plastics for Games
01728 745 300
Ravensburger
01869 363 800
Revell
01442 250 130
Thumbs Up
0845 466 8880
Wind Designs
0844 257 1180
Wow Toys
020 7471 0980
■ Toy Suppliers Cartamundi
01268 511 522
Richard Edward
0208 311 8888
Rainbow Productions claims to be Europe’s leading manufacturer of promotional character costumes. The specialist company has created hundreds of licensed characters, sports and branded mascots over the past 25 years. The company works with partners such as licensors, licensees, retailers and brands – working directly from artwork – to create eye-catching, interactive advertisements in the form of costume characters. The 3D characters help generate publicity for companies through their use in events such as toy campaigns, product launches and
in-store activities. As well as helping bridge the gap between the on-shelf product and the consumer, costume characters also play a role in promoting exhibitors and their brands at shows which target trade visitors. As a licensee, Rainbow Productions represents a number of international television networks and studios, including Warner Bros, Twentieth Century Fox and the BBC – offering almost 100 children’s cartoon characters for personal appearances. Visitors to trade shows such as the Toy Fair and Spring Fair will no doubt see a number of these characters
present on the show floor. Licensed properties including Chapman Entertainment’s Little Charley Bear and eOne’s Ben & Holly and Peppa Pig are already confirmed attendees for London Olympia’s Toy Fair on Press Day, January 25th 2011 – booked to help promote these brands and their associated toy licensees. For further information please contact: Kelly Morrison Tel: 020 8254 5311 Email: kmorrison@rainbowproductions.co.uk www.rainbowproductions.co.uk
THUMBS UP SUPPLIER/MANUFACTURER
0845 466 8880 THUMBS UP (UK) takes the ideas of tomorrow and turns them into exciting products today. Always committed to developing and distributing the latest cool and innovative toys, gifts and gadgets, Thumbs Up (UK) has recently added even more innovative items to its line-up. The firm has a long established reputation for selling toys, novelties and an
exciting range of t-shirts and other garments. In addition to the great products acquired from partner companies, Thumbs Up also designs and develops its own in-house range, which cannot be found anywhere else. Among the exciting recent releases are the Boombox t-shirt and cushion, the AK47 Aqua Fire (a water gun licensed by the makers of the actual AK47) and the R/C
Helicopter Gyro Flyer, the latest in a long line of incredible Thumbs Up R/C products. Situated close to several of the UK’s main transportation hubs, and with its own dedicated warehouse, Thumbs Up can quickly and efficiently
service customers throughout the world. The company has also developed close ties with factories around the globe all of which, thanks in part to a program of personal inspections by Thumbs Up staff,
have exemplary manufacturing standards. With a fresh, dynamic modern business ethos – offering great products, fast turnaround times, ethical trading standards and the latest business technologies – Thumbs Up offers an unbeatable wholesale experience. For further details please contact: Tel: 0845 466 8880
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56
TOY TALK
TOY TALK
It’s all gone a bit Hello! mag this month, with all the celebs, luckily we also have the boss of JCB to keep it real…
Jon SALISBURY Observations from a toy industry survivor....
I WAS recently hired by a toy company to examine a particular aspect of play and it got me thinking about product research. At Hasbro, the team whet their innovative whistle with ‘martini’ meetings, named after the martini glass, whereby researchers start at the rim looking for emerging technologies and inventions, thrash out the ideas that look promising until they reach the metaphorical stem. This process spawned FurReal Friends no less. Research can be less than meticulous though, and things can slip through the net. Take these ludicrous examples: Introduced in 1976 as "a family game that's loads of fun," by Mego Toy, the object of Ballbuster was to "use your balls to bust your opponents.” Mego thought it could get away with the name but the first preview of the TV commercial shown to buyers shattered that illusion. The ad showed a family in which the husband said to his wife: "Honey, you're a real ball buster!" Stunned silence followed. Hasbro’s Flubber was tied to Walt Disney's 1962 film. Similar to Silly Putty, it was billed as non-toxic and non-staining. Unfortunately, more than 1,600 kids and their parents came down with sore throats, body rashes and other reactions and Hasbro had to recall it and get rid of several tons. They couldn't dump it in the ocean and they couldn't incinerate it because it gave off noxious black smoke, so they buried it behind a warehouse under a car park. According to legend, on hot summer days, Flubber oozed through the cracks in the pavement - a primordial reminder of the vagaries of the toy business. Angel Babies from Ideal in the 1970s were tiny dolls with mechanical fluttering wings. They lived on clouds and played harps. Buyers at the New York Toy Fair said, “They're dead babies right? Babies that died and now they're in heaven.” Never likely to succeed ...
STARS OUT FOR DISNEY Celebs came out in force for the Disney Store’s launch of its Christmas Magical Giving Tree appeal, aimed at donating presents to children throughout the UK in collaboration with over 60 local charities. Last year, the appeal benefited over 9,000 children in the UK and the aim is that a further 9,000 children will benefit by receiving a special Christmas present this year. Disney Store customers can sponsor a soft toy for just £5 from the Magical Giving Tree in London and each of the 56 Disney Stores in the UK. Each sponsored toy, which has a retail value of around £15, will be donated to a children’s charity local to that store. Tess Daly as patron of Great Ormond Street Hospital Children’s Charity, one of the charity recipients of the campaign, turned on the lights of the Magical Giving Tree at Disney Store Oxford Street to celebrate the launch of the campaign
AGENT PROFILE James Mann Which clients do you represent? Great Gizmos, Jumbo, Early Learning Centre, Winning Moves, Le Toy Van, Leapfrog What ranges/products do you sell? Craft/science kits, girls jewellery, nursery, electronic learning products, jigsaws, Happyland, traditional wooden toys, playing cards and games What regions do you cover? Midlands and the North How many retailers do you deal with? 140 and rising
DECEMBER 2010
IN ASSOCIATION WITH
What do you enjoy most about being an agent? Every day is different from the various different accounts I visit on a daily basis to the different parts of the country I travel to, no two days are ever the same. Introducing a new range to my customers and watching it grow and develop into a strong seller for them is what I enjoy most. What’s your selling secret? Just be yourself, treat each customer on an individual basis and develop a trusting relationship What’s your favourite service station? I don’t have one. The petrol there is too expensive!!!
Any good stories? Realising when I got to my second call of the day I had a hole in my trousers. Customers kept on asking me why I kept my jacket on when the weather was so nice outside.
TOY TALK
57
CHAMP RETAINS PERUDO CUP Paul Lamond games held its annual Perudo championship at the Groucho Club in London once again. The trophy was retained by Minna Whitley, seen here receiving it from former champion Konnie Huq. “It was the 21st anniversary of the Perudo Championships and as always, the competition was fierce. It was a great sight to see key buyers and journalists bluffing their way through against Cambridge undergraduates. 'Creative' gameplay. 'He who cheats and bluffs the best usually wins' is the motto of Perudo,” said Paul Lamond Games’, managing director, Richard Pain.
My Favourite Things Emma Owen, PR and promotions manager, Lego
MILLIONS WINS The Millions Group, a Derbyshire High Street and online retailer, has won the Best Use of Innovation for Technology at the JCB-sponsored business awards. The firm started trading toys online 12 years ago and then made a move onto the High Street and has also since launched a used toy trading site www.tradeyourtoys.co.uk. The award was picked up by co-owner Lucy Pole, from JCB group MD, Tim Burnhope.
YET MORE CELEBS Fisher-Price joined celebrities including Konnie Huq (again) and Kimberley Walsh at the Cosmopolitan Ultimate Woman of the Year awards last week. Backstage at the event were Fisher-Price products for early years’ ages and stages, on show to over 60 celebrities. Angela Griffin enjoyed a cuddle with Fisher-Price’s Winnie The Pooh Magic Rattle Pooh and Strictly Come Dancing star Tina O' Brien took home Little People gifts for her daughter. Senior marketing manager for Fisher-Price, Wendy Hill explained: “We were delighted to be at the awards. They gave us a great opportunity for direct contact with celebrity parents and mums-to-be, and the celeb endorsement will continue to ensure Fisher-Price is kept top of mind in the media.’’
DECEMBER 2010
Favourite album: It will be Progress – the new Take That album ---------------------------------------------------------Film: Sex and the City -------------------------------------------------------------------------Book: Chocolat by Joanne Harris -------------------------------------------------------------------------TV programme: I hardly ever watch TV but I love fashion and design-themed programmes -----------------------------------------------Magazine: Grazia ------------------------------------------------Holiday destination: Anywhere with snow and big mountains so that I can ski -------------------------------------------------Pet: Ben the Welsh sheepdog and Flint the horse (both now deceased) -------------------------------------------------------------------------Heroes: Wonder Woman with her superhuman strength and lasso of truth -------------------------------------------------------------------------Way to spend a weekend: Doing something fun with the family in the day like roller skating or cycling. Partying (without the kids) in the evening -----------------------------------------------------------Game/toy: Many, many moons ago it was making mini towns out of Lego for my Pippa dolls to live in ------------------------------------------------------------Tipple: Champagne, naturally -------------------------------------------------------------Food: Lettuce. And very dark bitter chocolate -------------------------------------------------------------------------Piece of advice: Life is for living. Don’t look back and regret, just look forward and enjoy each day’s new experiences
58
FEATURE PLANNER
JANUARY 2011
TRADE SHOW SPECIAL
Spring Fair Special
Nuremberg
The first preview of the Birmingham event to hit desks, ToyNews will be offering a comprehensive guide to all the toy companies exhibiting at the UK’s largest home and gift trade show, including where they can be found and any special promotions. Over 72,000 buyers are expected through the doors of the NEC between February 6th and 10th 2011, to see more than 270,000 new product launches across 12 dedicated sectors.
Toy Fair
The bumper February issue of ToyNews carries company by company guides on those exhibiting at London’s Toy Fair, as well as Nuremberg’s Spielwarenmesse. If you’re exhibiting at one, or both shows call the team now to find out how you can secure your firm’s inclusion.
Call Emily Briggs on 01992 535647
to advertise in the Extra de Circulation February Tra ail em Or ial. ec Sp Show emily.briggs nt @i entmendia.co.uk
Editorial deadline: Call for details Advertising deadline: Call for details
Editorial deadline: Call for details Advertising deadline: December 10th
FORTHCOMING EVENTS 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 2011 Dubai International Convention and Exhibition Centre www.playworldme.com
BRAND LICENSING CENTRAL & EASTERN EUROPE March 7th - 8th 2011 Corinthia Grand Hotel, Budapest www.brandlicensing-budapest.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
DECEMBER 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
To order your subscription via Visa, MasterCard, Amex Switch or Delta contact toy.subscriptions@c-cms.com or call 01580 883 848. Alternatively visit our website www.toynews-online.biz Subscriptions Manager - Lindsay Banham Lindsay.Banham@intentmedia.co.uk
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