ToyNews Issue 115, March 2011 by Intent Media (now Newbay Media Europe)

Issue 115

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

INSIDE…

TOY FAIR 2011 REVIEW News and reaction from the big event at London’s Olympia

AND THE WINNER IS.... Who won what at the industry retail and supplier awards

OUTDOOR TYPES What’s hitting shelves in the outdoor toys market this year

APPLIANCE OF SCIENCE All the best from the science and educational toy sector

March 2011

Contents REGULARS 4

News

Appointments

Exclusive NPD analysis

Media Tracker

TV ratings

Campaign of the Month

LICENSING 20

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

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

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

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

News

FEATURES

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

Awards winners

Outdoor toys

Science and educational Jon Salisbury Contributor jon@wotkidzwant.com

RETAIL 53

News

Counter Insurgent

Price Check

Retail Charts

New Products

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

AUDITED CIRCULATION: Average Net Circulation: 6,043 July 1st 2009 to June 30th 2010. www.toynews-online.biz ■ ToyNews circulation is 15.9% higher than its closest competitor. ■ ToyNews requested or paid for circulation is 23.4% higher than its closest competitor. ■ ToyNews has 100% named circulation and 0% duplication.

GOOD VIBRATIONS

AS PART of any critique you have to ponder the positives and negatives in equal measure but, honestly, it really is hard to find any negatives with this year’s Toy Fair at Olympia. Just about everything about it worked. And that’s not something you can say about it every year, or with any show for that matter. The opening of the Gallery Level was a concern for some that feared it would become a stand ghetto, but it was constantly busy and really added to the sense that Toy Fair was a show that had grown considerably on the previous year. And more importantly had grown into the space at Olympia. There was plenty of media activity and plenty of media interest on the back of some positive growth figures for the industry for a change.

Toy Fair was a show that had grown considerably on the previous year and had grown into Olympia. Some of it worked really well, some of it was a bit more perplexing (just what were Syed and Zainab from EastEnders doing there?) but it all added to the general gaeity of nations and the overall feel of an industry with plenty going on. It’s always difficult to discern a product trend with so much on offer, and the nationals often manufacture trends that don’t really exist because it makes a sturdy angle to hang a story on, but if there was one it was that plenty of firms are alive to the possibilities offered by mobile phone technology, in particular Apple’s iPhone and its use as a controller, content portal or simply licensing successful IP from its App Store. Exactly the sort of canny piggy-backing that the toy industry needs to be on its toes with. Next year’s event will build on the momentum created by this year’s barnstormer and with expansion at Olympia coming, there’s yet more room to make it even bigger and better. Oh, I’ve just thought of a negative: that will be my last Toy Fair. But, hey, no doubt, for some that will be another to add to the list of positives from this year’s corker of a show. Ronnie Dungan ronnie.dungan@intentmedia.co.uk

NEWS

Wow Stuff aims for app lead Gadget specialist looking to carve out share with Apple-backed R/C range By Ronnie Dungan WOW STUFF is hoping to take a lead in the app-controlled toy market, with the launch of a new iPhone compatible ‘Apple-approved’ R/C product range – iKon RC. The products are designed specifically to be compatible with Apple iPhone, iPad and iTouch/iPod products. The first in the range is The Buggy. It uses Apple-supplied microchip technology to create an ‘iKon RC dongle’ which attaches to the port of the iPhone/iPad/iTouch or iPod. The dongle then allows a free app to be downloaded to turn the device into a fully functional infra-red handset controller. “This was always going to be the next bastion in R/C product and we knew that other toy firms would be pitching hard to create an affordable R/C range for Apple products.

Re:creation aiming for top spot with Razor RE:CREATION WANTS Razor to be the number one outdoor toy brand in the UK – and is confident that it could achieve this goal in 2011. The brand is on track to be worth well over £30 million at retail in 2011, with sales in the UK doubling in each of the last two years. There is now a different Razor product for every age group, with Re:creation offering around 30 different toy, electrical and sports rideons and scooters from the portfolio in the UK. The E100 electric scooter was the best selling line last year, selling over 40,000 units in the UK alone. “Razor sales have absolutely rocketed in the last 24 months,” Alex Kovacevic, brand manager at Re:creation, told ToyNews. “We want Razor to be the number one outdoor toy brand in the UK. The next step is to become a genuine household brand, known by every parent and child across the country. This is where Razor is at in the USA, with every kid having at one stage owned a Razor scooter, and we have to emulate that success.” Key new lines for 2011 include the Graffiti scooter and the eSpark. Re:creation: 0118 973 6222

MARCH 2011

The Buggy first product to hit retail...

“We were delighted to have gained the licence to do this and The Buggy is the first of a range of beautifully designed but functionally amazing R/C toys to hit the shelves,” said Kenny McAndrew, global head of new product development at Wow Stuff. “Retailers forecast numbers are going up all the time. We know what

The rate of growth for Apple controlled items is set to expand. Richard North, Wow Stuff our production capacity is going to be for 2011 and if it keeps rising at this rate we are going to get queues forming on launch and nowhere near enough product for all.”

The Buggy is the first product in the iKon RC line

An Apple authorised POS information stand will be available to approved launch partners, including Toys R Us, Marks & Spencer, Debenhams and Modelzone. Due to the current order situation the first quantity will be available only through regional stores of approved retailers. It is anticipated that major Apple stores will also launch with

limited stock availability. 12 preproduction samples will be available on June 1st. MD Richard North added: “With the app market set to grow to over $17.5 billion by 2012 the rate of growth for Apple-controlled products is here to stay, and here to expand immeasurably.” Wow Stuff: 0870 054 6000

Snow promoted as Imagination relaunches New MD named, as company brings in revamped name and logo and introduces a range of products... By Katie Roberts IMAGINATION GAMES has unveiled a number of changes, including a new logo and new management. The firm’s new managing director is now David Snow, who has been promoted from his previous role as sales and marketing director. Snow steps up after three years at the company and takes over from previous incumbent, Steve Reece, who will continue to work on the existing business and help to launch new ventures on a global basis. Other moves at the company include a new corporate logo, a fresh range of products and a new name. The firm believes its updated trading name better reflects its core business. Imagination Games UK & Europe will take over the mantle of its predecessor – Imagination DVDi. A new logo will accompany the name change.

Finally, having sold a few of its smaller brands in the UK to Spin Master, Imagination has introduced four titles to its portfolio, including Ruckus, Kalide, Get It Wrong to Win and Am I Napoleon? Ruckus comes straight from the US where it has enjoyed strong sales; Kalide is a tactile and competitive magnet-based skill and action game; Get It Wrong to Win has an obvious gameplay and Am I Napoleon? is an electronic guessing game for all ages. The new games join a range of established lines offered by the company, including Top Gear, Doctor Who and Catchphrase. Snow (pictured) explained the changes, saying: “We wanted to make a statement that we’re still here and thriving after we sold a few of our minor brands (in the UK at least) to Spin Master. “A change of image, new leadership and the largest number of SKUs we’ve

ever unveiled represent a reinforcement that we are a successful company in the UK, with years of solid growth ahead of us.” Imagination Games: 01270 619100

NEWS

www.toynews-online.biz

Trade applauds resurgent Toy Fair Gallery Level opening creates best show for years as Fair finally settles in to Olympia by Ronnie Dungan AN OVERWHELMINGLY positive thumbs up was the verdict on this year’s Toy Fair, with organisers and industry alike declaring it the best show for years. The expanded event, which this year opened up the Gallery Level space to exhibitors, was busy throughout the three days and the trade was overwhelmingly positive about the look, feel and organisation. The BTHA’s director of communications, Natasha Crookes, told ToyNews: “The balcony has been popular not just with the people on it, but with the exhibitors downstairs, because the feeling is that it has really lifted the show. Having 30 per cent more exhibitors certainly helped, but it has definitely regained that feeling of people doing business in the aisles and back to that kind of friendly toy shop feeling of Toy Fair as was.

“The media coverage has been great, surpassing what we have had in previous years and that busy, upbeat, feeling has a knock-on effect because other journalists then feel that the show needs to be covered.” A snapshot of visitor and exhibitor opinion backed up the show’s positive feel throughout the three days. Phil Ratcliffe, sales and marketing director at MV Sports, said: “I really, really enjoyed being back at Toy Fair. The feedback from the customers and licensors was extremely positive and made it all worthwhile. The buzz of being able to show physical product to customers as opposed to lap top images was fantastic.” “Toy Fair 2011 certainly created a huge buzz of passionate people excited about toys. It’s a fantastic way to visualise your strategy for the year as well as catching up with friends,” said Ryan Collins, head of buying at

There’s a feeling that the balcony really lifted the show. Natasha Crookes, BTHA Firebox. “There was a surprising underground trend of cute miniature erasers which could create a trend on par with Silly Bandz from last year.” Gray Richmond, MD of Jumbo Games, added: “Toy Fair was an

2012 event dated...

extremely busy event and we found our diaries full with productive meetings for the duration of the three days.” Benn Bramwell, marketing manager at Ravensburger, added: “We generated a lot of customer and media attention; media highlights being our 32,000 piece puzzle and the 25th Anniversary of Labyrinth. The atmosphere was positive and the footfall was massively up. As a result the fair has given us the opportunity to build on our growth shown in 2010.” Next year’s show will be held at Olympia from January 24th-26th.

Mattel heats up Hot Wheels MATTEL IS backing its Hot Wheels range with a new loyalty programme across a number of different mediums, including TV, online and mums’ and boys’ press. A new season of Team Hot Wheels, will run throughout 2011 and will build on the success of last year’s campaign that saw 90,000 boys aged four to nine years-old join up. This year’s virtual racing championship will be backed with an extended partnership with Cartoon Network. In addition to streaming all four races, a series of Team Hot Wheels

magazine-style shows will also feature an aspirational mix of real-life racing footage, extreme stunts and famous racing faces. A new website – www.teamhotwheels.co.uk – will see boys earn points for their team by playing games, undertaking challenges and engaging with content from reallife footage of the world of racing to extreme Hot Wheels stunts. Print and editorial PR activity will help raise awareness of the programme, as well as key Hot Wheels products among boys and mums.

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Large-scale high profile competitions will also run throughout the year giving consumers the chance to experience real-life racing Hot Wheels VIP-style. Boys marketing manager, Jonathan Kirkley, said: “2011 will be a stand out year for Hot Wheels. This engaging initiative is just one element of the exciting multi-platform marketing campaign that will run throughout the year bringing to life the speed, power, performance and attitude of Hot Wheels in a totally new way.” Mattel: 01628 500000

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NEWS: TOY FAIR 2011

Wow Toys won the award for best designed small stand. Wow Toys boss, Nadim Ednan-Laperhouse, was handed the trophy by BTHA chair, Christine Nicholls and events and fairs manager, Simon Pilling.

Dancing on Ice star Nadia Sawalha unveiled the latest edition of the board game, About Time (About Time Friends and Family), at the show. She commented: “I’d all but given up on board games. About Time has reignited all that childhood excitement I used to experience all those years ago. “What I love about this game is that even if you're a bit of an ignoramus (like me), you can still potentially win and along the way will have learnt amazing facts that you can impress other people with.” Costume characters of iconic revolutionaries, including Che Guevara, Martin Luther King, John Lennon and a gorilla, were also seen walking around the fair promoting the game. Former 400m Olympic medallist, Roger Black, visited the Golden Bear stand to reveal its full collection of 2012 licensed product. The new range includes plush mascots, mascot collectables, mascot toys, special edition mascots and Team GB mascots (available from September). Black commented: “The Olympic and Paralympic Games have the ability to inspire like no other event on the planet. The mascot plays an important role both for athletes and supporters as a way of getting behind your team and feeling part of the action. “I’m delighted to join Golden Bear to launch the full range and as a former Olympic medalist to introduce Pride, the new Team GB mascot for the first time.”

Best designed stand at this year's show was won by Worlds Apart. BTHA chair, Christine Nicholls and Simon Pilling, fairs and events manager, presented the award to Worlds Apart boss Andy Cooper, Emily McLennen and John Stewart.

MARCH 2011

Orchard Toys celebrated 40 years in the business at Toy Fair. Managing director Simon Newbery (left), founder Keith Harvey (centre) and current chairman Hugh Beevor cut the specially-made cake to mark the occasion.

APPOINTMENTS

INDUSTRY MOVES New editor at ToyNews, Ilincic moves to Lego US, Leapfrog promotes Spalding to Vice President, EMEA and Asia, Vivid bolsters sales team, new toys chief at Tesco, Southworth moves up at Hornby, Mattel names new COO… FROM LEFT: ToyNews editor, Samantha Loveday, Lego’s Marko Ilincic and Leapfrog VP, Chris Spalding...

TOYNEWS WILL have a new editor from the spring, as it looks to further grow its market leadership in 2011. Samantha Loveday is stepping up to replace long-serving managing editor Ronnie Dungan, who is taking up an opportunity in Intent Media’s music division. Loveday has a strong pedigree in the toy space, having been associate editor for several years. She was also launch editor of the hugely successful Licensing.biz, which she will continue to oversee. Dungan steps down after seven years and 92 issues in charge of ToyNews. In that time it has established itself as the toy trade’s highest circulation and most influential magazine and website. John Stanhope has moved over from Tesco’s video games division to head up toys. Stanhope will take up the role of senior buying manager for toys, having also held roles at EUK and Woolworths. His replacement in the games sector is Sarah Kaye. Marko Ilincic, MD, Lego UK and Ireland is set to swap jobs with

colleague, Drew Brazer, VP sales, US, Canada and Mexico. The move, which takes place on May 1st, comes as part of the company’s continued efforts to strengthen succession planning. Providing significant career development for Ilincic and Brazer, Ilincic will gain experience of the US market, becoming VP of sales. Leapfrog has appointed Chris Spalding to vice president in EMEA & Asia. The promotion comes as the company looks to further build on the success achieved outside of the US market in the last year. Spalding will take up the newly created role with immediate effect and the promotion reflects the progress that Leapfrog has made since he became MD of the EMEA and Asia business in 2010. Hornby’s Nat Southworth has been promoted to sales and marketing director. Joining the firm last year, Southworth played an influential role in the development of the London 2012 Olympic range. He will be responsible for all of Hornby’s marketing and UK sales.

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MARCH 2011

Former Conran Group exec, Nick Thompson, has been appointed financial director at Wow Toys. Thompson has a vast amount of experience in the UK toy trade, including a stint as financial director of the Early Learning Centre. Two new national account managers have bolstered Vivid’s sales force. Nick Karmy joins from Re:creation, where he spent three years and prior to that worked in the DVD market for Telstar and Prism. Ben Smith joins from Rainbow Designs and also has over three years toy national account experience. New directors have joined Worlds Apart, as the firm sets out ambitious growth plans for its lifestyle business. Emily MacLennan and Craig Lawton join as category director and financial director respectively. Alison Coates has joined Bandai as national account manager, from Leapfrog. She will be working alongside Ray Hughes again (whom she worked with at Vivid) in a new look sales team for the firm. Coates’ previous roles in the toy industry include six years at Vivid

Imaginations in brand management and sales. Hughes will now serve as sales manager. The recent changes to the Bandai sales team follow last year’s company restructure, when Clive Smith was promoted to general manager with Julian Boyers continuing as managing director. Malcolm Breton has been appointed as agent for Haba in the South West and South Wales region. Breton, who runs an agency business operating in the South West as far as Gloucestershire, South Wales and the Channel Islands, brings a wealth of experience, having worked in sales for 32 years and was also previously owner of a small chain of children’s shops. Bryan Stockton has been named as the new COO of Mattel, as Neil Friedman leaves his role as president of Mattel Brands this month. Stockton will have responsibility for day to day operations, including overseeing the design, development, marketing and sale of all Mattel’s toy brands globally, plus its licensed products and digital networks.

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NPD RESEARCH

Retail Sales Trends

Properties

Toy market value increases by nine per cent in 2010 2010 WAS a growth year for the toy market with value up nine per cent for the full year compared to 2009 and both value and volume sales higher than in 2008 – preWoolworths closure. December is the most important month of the year and accounted for 22 per cent of annual toy sales. The market grew by seven per cent for the month driven by the grocers channel, which was less impacted by the snowfall during December, than specialist and mixed retailers whose High Street locations were less frequently visited. Games and puzzles had a strong month with the average selling price increasing to £9.30 from £8.89 in December 2009. Children’s games particularly drove the market with Lego’s Harry Potter Hogwarts and Drumond Park’s Pig Goes Pop. Traditional games such as Monopoly and Scrabble also performed strongly for the Christmas period, with both Monopoly and Monopoly Revolution in the top sellers for total toys for the month. However, the must-have Christmas present for the third year running was VTech’s Kidizoom Digital Camera – the number one item for December. Unsurprisingly, Toy Story remains the top property both for December and full year, with sales in excess of the number two and number three properties combined (Star Wars and Ben 10 respectively). Another fast growing property in 2010 was Hello Kitty & Friends, which ended the

year ranked at number 12 for the UK and had items across a number of categories, particularly HTI’s outdoor range. “The market was driven by a number of big events in 2010 including the football World Cup, the success of Toy Story 3 and even the good summer all helped to grow

Sales

Average price

UK toy sales (value, year to date)

Dec 2009

Dec 2010

Source: NPD

MARCH 2011

Top 5 properties Dec 2010 1. TOY STORY 2. STAR WARS 3. ZHUZHU PETS 4. LEGO CITY 5. PEPPA PIG

Best property progression Dec 2010

Scrabble (Mattel) The latest version of the iconic board game rose from position 84 to 41…

Unsurprisingly, Toy Story remained the top property for December and the full year, with sales in excess of the number two and number three properties combined (Star Wars and Ben 10 respectively).

Dec 09: £9.32

sales,” said Jez Fraser-Hook, director of NPD Group’s toy business, UK. “Looking ahead to 2011, there are a number of film licences such as Cars 2 and Transformers, as well as an exciting variety of new brands as introduced at Toy Fair, which could make 2011 a big year for the toy industry.”

Dec 10: £9.59

Best item progression Dec 2010

Articulate (Drumond Park) Another board game that has risen through the ranks is Articulate, moving from number 421 up to 13…

NPD RESEARCH

www.toynews-online.biz

Retail Sales Trends UK DECEMBER 2010 (£ SALES - VALUE)

UK DECEMBER 2010 (UNIT SALES - VOLUME)

KIDIZOOM DIGITAL CAMERA

ZHUZHU HAMSTER PACKS ASSORTMENT

THE LOGO BOARD GAME

TOY STORY DELUXE TALKING BUZZ

MONOPOLY

KIDIZOOM VIDEO CAM ASSORTMENT

FIRST STEPS BABYWALKER

FURREAL GO GO MY WALKIN’ PUP

MONOPOLY REVOLUTION

PAPER JAMZ GUITAR 5 ASSORTMENT

VTECH

MATCH ATTAX 2010 2011 PACKETS

CHARACTER

HOT WHEELS BASIC CAR ASSORTMENT

DRUMOND PARK

MATCH ATTAX STARTER PACK

VIVID

ZHUZHU HAMSTER PACKS ASSORTMENT

HASBRO

MINIFIGURES 2010 ASSORTMENT

VTECH

BEN 10 ULTIMATE ALIEN 10CM ASSORTMENT

KIDIZOOM DIGITAL CAMERA

ZHUZHU HAMSTER PACKS ASSORTMENT

FIRST STEPS BABYWALKER

STAR WARS 2010 TROOPER BATTLEPACK

MINIFIGURES 2010 ASSORTMENT

OFFICIAL FIFA STICKERS

7 8 9

TOY STORY 3 DELUXE BUZZ JET PACK DELUXE

KIDIZOOM VIDEO CAM ASSORTMENT

TOPPS CHARACTER LEGO BANDAI

VTECH

MONOPOLY

HASBRO

PLAY-DOH SINGLE TUB ASSORTMENT

HASBRO

HERO FACTORY HEROS 2010 ASSORTMENT

WOWWEE

KIDIZOOM DIGITAL CAMERA

UK YEAR TO DATE (£ SALES - VALUE) 1

TOPPS MATTEL

LEGO VTECH

UK YEAR TO DATE (UNIT SALES - VOLUME) VTECH

OFFICIAL FIFA STICKERS

CHARACTER

HOT WHEELS BASIC CAR ASSORTMENT

VTECH

MATCH ATTAX 2010/2011 PACKETS

TOPPS

LEGO

MINI FIGURES 2010 ASSORTMENT

LEGO

PANINI MATTEL

LEGO

MATCH ATTAX CARDS

TOPPS

PANINI

MATCH ATTAX ENGLAND CARDS

TOPPS

TOY STORY DELUXE TALKING BUZZ

VIVID

MATCH ATTAX EXTRA 20

TOPPS

STAR WARS LUKE’S LANDSPEEDER

LEGO

MATCH ATTAX STARTER PACK

TOPPS

MATTEL

ZHUZHU HAMSTER PACKS ASSORTMENT

VTECH

PLAY-DOH SINGLE TUB ASSORTMENT

CHARACTER 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

STATS

Media tracker SUPERCATEGORY TRENDS (VALUE % CHANGE)

Behind THE SCREEN By Clive Crouch NEWS EMANATING from Olympia this year appeared to surround the media rather than the toy industry. As the media focused on Toy Fair, Sky, Ofcom and News Corp were engaged in a heavy exchange of words over Murdoch’s bid for Sky. Jeremy Hunt, as Culture Minister is on the path to a referral to the Competition Commission. However, before confirming his decision, Hunt has allowed Murdoch more time to prove his bid will not have an adverse effect on media plurality. Hunt’s situation lends itself to some classic football analogies. He finds himself in this position after Vince Cable’s own goal back in December. Cameron had no option but to substitute Cable, bring on Hunt and force him into playing keepy uppy with the three interested parties. Then to top it all, after allowing Murdoch more time, Cameron gets accused of bias. I had breakfast with Hunt this time last year. A very nice man. Just one of seven millionaires in Cameron’s cabinet. The purpose of our meeting was hi-jacked by his desire to talk about his commitment and passion for local-TV. This subject is close to my own heart. In today’s multi-channel market, stretching from local-TV to newly launched Sky Atlantic is just what digital TV should be offering consumers and advertisers. LocalTV, though, doesn’t come easy. Across the breakfast table Hunt spoke about Birmingham in Alabama, the town that supports seven local-TV stations. These are all funded by advertising. Birmingham in the West Midlands supports none. Birmingham, Alabama is a very different place with a very different lifestyle. Hunt has researched the local market, however, Alabama is not a state best suited to a former pupil of Charterhouse School.

MARCH 2011

There’s little similarity beyond the name between the US and UK towns. The delivery systems would be very different – the US model is based on a local cable business affiliated to a US network, while Hunt’s UK version is based on a national TV affiliate network, which would provide opt-outs at certain times of day. Add Sky, Virgin and the EPG to the UK mix, together with different structures for the ad revenue and its distribution to stakeholders, and local-TV in the UK becomes a huge challenge. Back at Toy Fair and some welcome respite came to support the Culture Minister, still juggling with the ball. Greg Dyke (no stranger to the game) announced the findings of his report on local-TV, taking the attention away from the news surrounding Hunt. A prospect for up to 80 local-TV stations was some way north of the previous Shott Report that recommended scope for ten to 15. Despite the size of the challenge to establish local-TV, the Culture Minister is expecting to receive expressions of interest by March 1st, with the first local-TV licences awarded by the end of 2012. There is no launch date as yet but a target of up to 20 local TV services by 2015. This year at Olympia we saw how the digital landscape can facilitate more exposure for the event and the firms represented there. Telegraph TV, to name but one, really made a difference. Given the geography of the toy industry across the UK and the huge PR effort that companies commit to, local-TV will serve to increase the opportunity for those who create stories from business to consumer, to end user. www.clivecrouch.com info@clivecrouch.com 07831 670453

FULL YEAR 10 Vs 09

DEC 10 Vs 09

-17

-13

ARTS & CRAFTS

BUILDING SETS

DOLLS

GAMES/PUZZLES

-1

INFANT & PRE-SCHOOL

YOUTH ELECTRONICS

OUTDOOR & SPORTS TOYS

PLUSH

VEHICLES

-10

-6

TOTAL TOY MARKET ACTION FIGURES

ALL OTHER TOYS

SOURCE: NPD

MARKET VALUE YEAR TO DATE (DECEMBER)

2009 2010 £3,000,000,000

£2,000,000,000

£1,000,000,000

£2.85BN

£0

£2.62BN

SOURCE: NPD/TOYNEWS

STATS

www.toynews-online.biz

TV insight from former GMTV veteran, Clive Crouch; toy market value; top licensed toys and comparative market data on all manner of entertainment products….

VALUE GROWTH/DECLINE (%) BY SUPERCATEGORY Toy market growth in 2010 was driven by extraordinary building sets and plush growth. Within building sets licences are driving growth with Lego launching Toy Story, Ben 10 and Harry Potter, while Mega’s Halo Wars range and Thomas & Friends also added to growth. For plush the runaway success has been ZhuZhu Pets, which was the number six property across total toys for the year

45 34

38 25

11 4

14 13 4

-1

-13 -25

-17

-13

ACTION FIGURES

Full Year 10 vs 09 ARTS & CRAFTS

BUILDING SETS

DOLLS

GAMES/PUZZLES

INFANT & PRESCHOOL

-10

Dec 10 v 09 YOUTH ELECTRONICS

OUTDOOR & SPORTS TOYS

PLUSH

-6

VEHICLES

ALL OTHER TOYS

SOURCE: NPD

TOP LICENSED TOYS DEC 2010 RANKED BY VALUE

ALL FORMATS GAMES CHART (W/E 12/02/11)

TOY STORY DELUXE TALKING BUZZ

VIVID

TEST DRIVE UNLIMITED 2

BEN 10 ULTIMATE ALIEN DELUXE VEHICLE

BANDAI

DEAD SPACE 2

LEGO GAMES HARRY POTTER HOGWARTS

LEGO

FIFA 11

STAR WARS REBEL TROOPER/SNOW TROOPER PACK

LEGO

CALL OF DUTY: BLACK OPS

STAR WARS LUKE’S LANDSPEEDER

LEGO

ASSASSIN’S CREED:BROTHERHOOD

STAR WARS GENERAL GRIEVOUS LIGHT

HASBRO

MARIO VS DONKEY KONG: MINI-LAND MAYHEM

SYLVANIAN FAMILIES CARAVAN AND CAR

FLAIR

JUST DANCE 2

FIREMAN SAM DELUXE FIRE STATION PLAY-SET

CHARACTER

MARIO SPORTS MIX

NINTENDO

FIREMAN SAM VEHICLE & ACCESSORY SET

CHARACTER

GRAND THEFT AUTO IV: COMPLETE EDITION

ROCKSTAR

HOTH WAMPA CAVE

10.

LITTLEBIGPLANET 2

SOURCE: NPD

LEGO

ATARI

ACTIVISION UBISOFT NINTENDO UBISOFT

SONY

SOURCE: GFK CHART TRACK/UKIE

MARCH 2011

AIRTIME STATISTICS

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

SHOWS ACROSS ALL TIMES JANUARY 10 CHANNEL

SHOWS ACROSS ALL TIMES YTD JANUARY 10

TVR

TITLE/DESCRIPTION

2.80

SUITE LIFE ON DECK: BREAK UP IN PARIS DISNEY CH. 12

2.49

TRACY BEAKER'S THE MOVIE OF ME

CBBC

2.21

TRACY BEAKER RETURNS

CBBC

2.15

RASTAMOUSE

CBEEBIES

2.14

PRANK PATROL

CBBC

1.98

SADIE J

1.89

1.88

OOOs

237

TVR

TITLE/DESCRIPTION

CHANNEL

SUITE LIFE ON DECK: BREAK UP IN PARIS DISNEY CH. 12

OOOs

2.80

211

2.49

TRACY BEAKER'S THE MOVIE OF ME

CBBC

211

187

2.21

TRACY BEAKER RETURNS

CBBC

187

182

2.15

RASTAMOUSE

CBEEBIES

182

181

2.14

PRANK PATROL

CBBC

181

CBBC

168

1.98

SADIE J

CBBC

168

GIMME A BREAK

CBBC

160

1.89

GIMME A BREAK

CBBC

160

SORRY, I'VE GOT NO HEAD

CBBC

159

1.88

SORRY, I'VE GOT NO HEAD

CBBC

159

1.86

REMOTE CONTROL STAR

CBBC

157

1.86

REMOTE CONTROL STAR

CBBC

157

10 1.85

GRANDPA IN MY POCKET

CBEEBIES

156

10 1.85

GRANDPA IN MY POCKET

CBEEBIES

156

COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) JAN 10 TITLE/DESCRIPTION

CHANNEL

TVR

TITLE/DESCRIPTION

CHANNEL

1.30

SPONGEBOB SQUAREPANTS

CITV/ITV SIM 10

110

1.30

SPONGEBOB SQUAREPANTS

CITV/ITV SIM 10

110

1.00

HANNAH MONTANA

CITV/ITV SIM 7

0.96

HORRID HENRY

CITV

1.00

HANNAH MONTANA

CITV/ITV SIM 7

121

0.96

HORRID HENRY

CITV

121

0.89

WOLVES WITCHES AND GIANTS

CITV

0.89

WOLVES WITCHES AND GIANTS

CITV

0.69

MY PARENTS ARE ALIENS

CITV

0.69

MY PARENTS ARE ALIENS

CITV

0.61

ART ATTACK

CITV

0.61

ART ATTACK

CITV

0.54

0.52

THE BIG BANG

CITV

0.54

THE BIG BANG

CITV

THE COOL STUFF COLLECTIVE

CITV/ITV SIM 4

0.52

THE COOL STUFF COLLECTIVE

CITV/ITV SIM 4

0.53

TRICKY QUICKIES

CITV

0.53

TRICKY QUICKIES

CITV

EVEN STEVENS

CITV

10 0.52

EVEN STEVENS

CITV

SOURCE: INFOSYS/BARB.

MARCH 2011

OOOs

COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) YTD JAN 10

TVR

10 0.52

237

NOTE: THESE CHARTS ARE BASED ON AVERAGE PERFORMANCE

OOOs

CAMPAIGN OF THE MONTH

Zoobles Spin Master Spin Master’s new girls’ collectable range, Zoobles, is backed with one of its biggest ever marketing campaigns, including a mix of TV, PR, online and retail initiatives… IN JANUARY Spin Master launched new girls’ collectable brand, Zoobles, with its biggest campaign to date. Focused around a heavyweight TV campaign and traditional and viral PR, it also includes a number of other initiatives to help bring the brand to life. Zoobles are collectable colourful balls, which spring open and transform into different characters when placed on their ‘Happitat’. When petted, the Zooble characters react by blinking their eyes, wagging their tails, wiggling their ears and more. The range will feature 150 Zoobles from different areas of the Zooble Isle – Petagonia, Seagonia and Azoozia. There are also more lands and features to come in autumn.

The TV campaign will deliver over 1,000 TVRs, showcasing each new Zooble’s land before it ends in June. Marketing The TV campaign, which introduced the world of Zoobles, kicked off in January and will deliver more than 1,000 TVRs, showcasing each new Zooble’s land before it ends in June. A further heavyweight campaign is set to follow in autumn. The TV advertising was strengthened by a media promotion, which ran with Nickelodeon in the run-up to February half term. Girls were further immersed into the Zoobles world and were driven online to find out more and to win one of ten bumper packs or 250 single Zoobles. Consumer and trade activity, both in print and online, will continue throughout the year.

MARCH 2011

PR Being awarded Best New Girls’ Toy/Girls’ Collectable for 2011 at London Toy Fair created a number of national news opportunities, which added to the playground buzz already building around the brand. In future, the PR campaign will highlight new products and the availability of new ‘Zooper’ rare Zoobles. Online Girls can find out more about all 150-plus Zoobles at www.zoobles.com. Each Zooble has a number on the bottom and is named so that girls can easily identify which ones they already have and which ones they need, using the online collector’s tool. The

website also tells the story of the Zoobles isle and each of its worlds and has games which are designed to enhance the play experience. Elsewhere, the Zoobles Facebook page provides daily updates and the Zoobles YouTube channel showcases the latest commercials. In-store Retail will play an important part in communicating the Zoobles brand. Window displays, FSDUs, decals and shelf strips are available to raise awareness. More PR and sampling initiatives are to come over Easter and into the second half of the year.

BLAST LAB. Copyright: September Films (a DCD Media company), Hamsterâ&#x20AC;&#x2122;s Wheel Productions and Ingenious Broadcasting.

BBC logo ÂŠ BBC 1996. Doctor Who Logo ÂŠ BBC 2010. TARDIS image ÂŠ 1963. Dalek image ÂŠ BBC/Terry Nation 1963. Cyberman image ÂŠ BBC/Kit Pedler/Gerry Davis 1966. K-9 image ÂŠ BBC/Bob Baker/Dave Martin 1977. Licensed by BBC Worldwide Limited.

" ! !

! ! ### ! ! Trends UK Ltd, Harwell Innovation Centre, 173 Curie Avenue, Harwell Science and Innovation Campus, Didcot, Oxon OX11 0QG

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News • Media • Opinion

The countdown to London 2012 Spring Fair saw a wide range of official Olympics and Paralympics product being launched, including Hornby’s die-cast vehicles. Find out more on page 22...

LICENSINGNEWS

COMMENT FAMILIAR FORTUNES WITH ONE eye on my advancing change in role from the beginning of April, this year’s Toy Fair for me wasn’t just about all the licensed product on show, but a way to gain a greater understanding of the market as a whole. So, while trying to quickly expand my knowledge of the toy sector, and among all the introductions and congratulations, it was comforting to see products or brands I was already familiar with on most stands. Among the highlights for me was the Golden Bear stand, with the show being the first time I’d seen its full London 2012 range (particularly love the mascots dressed in various ‘traditional’ London outfits). This was backed up a couple of weeks later, with the firm putting in another impressive display at Spring Fair alongside other Olympics toy partners such as Hornby, Hy-Pro, Winning Moves and MV Sports. Vivid’s stand at Olympia, too, was impressive, showcasing just how many strong licences it has in its portfolio. Stand outs included Moshi Monsters – with the firm enjoying some good press coverage following

Vivid showed just how many strong licences it has - from Little Charley Bear through to Justin Bieber. the launch of its toy line – Little Charley Bear, ZingZillas and its collectible Justin Bieber and JLS dolls. Other highlights included Re:creation’s clever use of the Lego licence; Bandai teasingly putting Thundercats behind glass; the Captain Jack lookalike on the Flair stand; and the sheer scale of the Lego, Hasbro and Character stands. It was good to see a large crowd from the licensing community at Olympia, too, with brand owners supporting their toy partners not just on the showfloor, but also at events such as the Toy of the Year Awards. Elsewhere, congratulations should also go to Entertainment One, which revealed that Peppa Pig grossed over £200 million in UK merchandise sales in 2010 and was also the number one pre-school property in the total toy market for the year. Seven years since launch, the brand has built its way up to being the benchmark in quite possibly the most competitive licensed sector – and the even better news for eOne is that there are still areas to exploit. Samantha Loveday Samantha.Loveday@intentmedia.co.uk

MARCH 2011

Mattel scores with major Dreamworks agreement Fisher-Price named as worldwide master toy partner for TV and film properties, including Kung Fu Panda 2 and Puss in Boots Firms have developed ‘pre-cool’ strategy, says Dreamworks exec... by Ronnie Dungan MATTEL HAS secured a heavyweight deal with Dreamworks, which will see its FisherPrice division acting as worldwide master toy licensee for a number of its forthcoming TV and film brands. The company debuted new toy collections for Kung Fu Panda 2 and The Penguins of Madagascar at the New York Toy Fair in February. The additional Dreamworks Animation theatrical releases featured under the licensing relationship include Puss in Boots, The Croods, Madagascar 3 and Legend of the Guardians. TV properties will include Kung Fu Panda: Legends of Awesomeness. “We believe that entrusting Dreamworks Animation’s beloved characters to the world’s number one toy manufacturer will ensure a fun, innovative and world class brand presence in stores across the globe,” commented Kerry Phelan, head of worldwide consumer products and licensing at Dreamworks Animation. “Together with Mattel and Fisher-Price, we have crafted a

new ‘pre-cool’ strategy to deliver compelling toy lines and unique play experiences that are age appropriate for three to eight year-old movie fans.” Diana Dunn-Graves, Fisher-Price VP of marketing, added: “We’re excited and proud to be working with a true innovator in high quality entertainment. This alliance is a great fit for Fisher-Price because we put into children’s hands the fun loving characters that Dreamworks Animation brings to life on the big and small screens.” Mattel: 01628 500000

Peppa Pig hits £200m in the UK ENTERTAINMENT ONE is continuing to tick off the milestones for Peppa Pig, seven years since its launch – with the brand grossing over £200 million in UK merchandise sales in 2010. The figure is a significant leap from 2009 – when the brand notched up £100 million. In addition, for the first time, NPD figures for last year show that Peppa Pig was the number one pre-school property in the total toy market, moving up four places from its 2009 position. Peppa Pig currently has 63 licensees on board, with eOne still to exploit all product categories in the UK. The show is also due to launch on Nick Jr in the US. “Peppa Pig reaching the number one spot for total pre-school toy sales is a key milestone for the brand and the £200m retail sales figure significantly exceeded everyone’s expectations,” said Andrew Carley, head of

licensing at eOne. “The ongoing strength of the UK market and our plans for international expansion, notably the USA, make 2011 and beyond a hugely exciting prospect for everyone involved with Peppa.” eOne: 020 7907 3797

LICENSINGNEWS

www.licensing.biz

TCNE earmarks further growth for Generator Rex brand New boy property can be just as successful as Ben 10, says firm Wide range of key licensees already on board by Samantha Loveday TURNER CN Enterprises is confident that its new Generator Rex property is in the running to enjoy similar success within the licensing marketplace as its boy brand stablemate, Ben 10. The show launched on Cartoon Network in October 2010 and since then over 60 licensees have been signed up across EMEA, including 15 in the UK. Mattel is the master global toy partner, with other UK licensees including Mega Bloks, Activision, Egmont, Character World, Pyramid, Danilo, DNC, VMC and Blues Clothing among others. “We have received a lot of proposals following the recent trade shows and will continue to sign up licensees on an ongoing basis,” Graham Saltmarsh, UK licensing director at TCNE told ToyNews.

“Because of the high tech nature of Generator Rex there have been some very interesting proposals in from the new technology companies; it’s all very exciting.” Saltmarsh confirmed that there has been a “very positive” reaction to the brand across the industry and at retail level. “We have a clear five-year franchise management strategy for the brand that we are sharing with our partners, so everyone understands how we intend to support Generator Rex, not just for the launch but as it establishes itself as a leading boy property for the future,” he added.

NICKELODEON CONSUMER Products has revealed a swathe of new toy products for its key properties Spongebob Squarepants, Dora the Explorer and Victorious. First up, Fisher-Price will launch the Dora Dress-up Collection Doll, plus four fashion packs; Flower Girl Dora; Dance & Sparkle Ballerina Dora; Suds and Style Fairy Dora; Magical Fairy Dora; Dora Fiesta Favourites Kitchen; and Dora the Explorer Learn Through Music

Touchpad Software. In addition to this, Mega Brands is planning to roll out several Dora products including Dora’s Vacation Adventure, Dora’s Theatre Adventure and Dora’s Art Adventure.

IN BRIEF STRONG START FOR DISNEY The Walt Disney Company has reported earnings for its first fiscal quarter ending January 1st 2011 with net income up 54 per cent to $1,302m. In terms of consumer products, revenues for the period increased 24 per cent to $922m, while segment operating income increased 28 per cent to $312m. The increase was primarily due to higher licensing revenue, driven by the strength of Toy Story and Marvel. DCP: 020 8222 1000

DOCTOR WHO EXPERIENCE OPENS ITS DOORS “Generator Rex contains all the characteristics of an appealing and highly licensable boy brand. It has a great story with a likable and aspirational lead character and lots of cool gadgets, vehicles and weapons that can translate well to product. The first TV ratings are hugely positive and the already fast-paced licensing programme indicates a property that is definitely in the running to replicate similar successes to those we’ve enjoyed with Ben 10.” TCNE: 020 7693 1000

Busy Nick reveals Dora, Spongebob and Victorious deals by Samantha Loveday

Meanwhile, for Spongebob Squarepants, Lego is planning to launch Heroic Heroes of the Deep and Glove World building sets, while Hasbro will have Spongebob versions of Guess Who? and Yahtzee Jr, plus Ants in the Squarepants and SpudBob Squarepants. In addition, Spin Master has been named as the new master toy licensee for live action comedy show, Victorious. Highlights include the Make It Shine doll, the Tori doll, Locker Decorator and Microphone. NCP: 020 7478 6183

The first ever shop devoted to Doctor Who has opened alongside the new Experience event at London’s Olympia. The store will retail over 400 Dr Who skus at any one time, including toys, games, books and other licensed merchandise, some of it exclusive to the West London venue. The 133 square metre store has a circular lay out, with the tills and checkout area in the centre to mimic the central console of the Tardis. BBCW: 020 8433 2000

UNDERGROUND TOYS BAGS DR WHO PLUSH DEAL Ambitious Underground Toys continues to grow, inking a deal with BBC Worldwide to create Doctor Who plush in all territories. The collection will incorporate characters from the current series, plus a separate programme featuring characters from classic shows. Each will produce unique noises tailored to each model and will be released in several sizes. www.underground-toys.com

TREASURE TROVE ADDS THE WIGGLES Pre-school band The Wiggles have sealed a deal with Treasure Trove to distribute products in the UK and Ireland. Musical toys, plush and other pre-school items will launch in May to coincide with the band’s 20th birthday celebrations and UK tour. Treasure Trove: 01285 762039

LICENSINGNEWS

IN BRIEF JAKKS PICKS UP CABBAGE PATCH KIDS PROPERTY Jakks Pacific is giving 1980s brand, the Cabbage Patch Kids, a makeover, with a new toy line due in the autumn. A Fashionalities line, plus ABC Play with Me and Dirty to Clean Bath Newborns are planned. Jakks Pacific: 01344 638900

MEGA ADDS HELLO KITTY Mega Brands is to roll out Hello Kitty construction toys in the UK and Ireland later this year, after striking a deal with Sanrio and its agent, Fluid World. Mega Brands: 01844 350033

POSH DEAL FOR CHORION Chorion is linking up with Posh Paws to produce an exclusive line of collectable plush for Mr Men and Little Miss. The collection will launch later this year as part of the brand’s 40th anniversary celebrations. Initial products will include beanie toys of key characters, plus large versions of Mr Tickle and Little Miss Naughty. New character, Little Miss Princess, will arrive in time for Christmas. Chorion: 020 7061 3874

NEW LOOK FOR BOB THE BUILDER MAGAZINE The official Bob the Builder magazine from BBC Worldwide has been given a CGI makeover in line with the TV series. The three-weekly title includes a range of activities, plus an eight-page ‘play and learn’ special pull-out. BBC Worldwide: 020 8433 2000

DISNEY REVEALS CARS 2 DCP is gearing up for the arrival of Cars 2 in cinemas, with a raft of toy product due to support the launch. Themes will include the film’s World Grand Prix race and international espionage. Key lines will include more than 150 toys from Mattel, such as Lightning McQueen Alive, and more than 70 new collectible die-cast cars. DCP: 020 8222 1000

New London 2012 ranges bolster programme Winning Moves, Hornby and MV Sports showcase product at Birmingham’s Spring Fair... by Samantha Loveday WITH GOLDEN Bear’s London 2012 line being one of the stars of the recent London Toy Fair, a wide range of other licensees unveiled products at Spring Fair last month. The selection of licensed 2012 merchandise includes over 10,000 consumer products ranging from mascot bedding, children’s annuals, books and exclusive coins such as 50 pence pieces from the Royal Mint. On top of this, Hornby launched its range of collectables, die-cast model vehicles and pin badges, while a special edition of Winning Moves’ Top Trumps was also showcased, featuring a list of past and present GB athletes. MV Sports’ parent company, Tandem, has also been appointed to produce official London 2012 cycling equipment and wheeled toys. Tandem Group is one of the leading wheeled

products manufacturers in the UK, producing adult and children’s cycles, scooters, tricycles, roller skates, skateboard and ride-ons. The group comprises MV Sports, Dawes Cycles, Falcon Cycles and Claude Butler. “There are now so many fantastic products available to the public and ways in which they can get involved with London 2012,” commented

Horrid deal for Flair WITH THE 3D movie due to hit cinemas this summer, Flair has signed up to produce a wide range of Horrid Henry toys. Products will include the Super Snooper, which allows users to listen in to conversations up to 300 feet away, as well as a Voice Changer Megaphone that distorts and changes voices.

The Horrid Henry brand is riding high right now – the books by Francesca Simon have sold over 16 million copies across 27 countries, while the TV series is the most popular kids show ever on CITV. “Flair’s brilliant range is packed full of fun,” said Vickie O’Malley, CPLG’s UK MD, which handles the licensing rights for Horrid Henry. “We’re launching at the end of summer in time for the release of Horrid Henry: The Movie.” Flair: 020 8643 0320

LOCOG chairman, Sebastian Coe. “Purchasing some of the official merchandise offers the public and exciting opportunity to take a piece of the Games home with them, as well as help support TeamGB athletes. “Just as athletes are getting ready for London 2012, the UK retail industry should be warming up to be part of a fantastic summer.” London 2012: 0203 2012 000

Night Garden Live returns BBC WORLDWIDE is bringing back the In the Night Garden live shows. Kicking off in April in Sheffield, the shows will run across the UK until late August, taking in seven venues which also include Gateshead, Manchester, Milton Keynes, Cardiff, Richmond and Tunbridge Wells. This year families have the option to buy a separate ticket to meet one of the show’s characters backstage. BBC Worldwide: 020 8433 2000

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MARCH 2011

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TOY AWARDS

www.toynews-online.biz

Toy industry awards 2010 Retailers and suppliers were applauded at the annual TRA/BTHA awards night.....

The winners Independent Toy Retailer of the Year: Dominoes Multiple Toy Retailer of the Year: Smyths Online Toy Retailer of the Year: Argos Toy Catalogue of the Year: Argos Toy Retailer (Grocer) of the Year: Tesco Retail Week Award for Best Store Design: The Disney Store Overall Toy Retailer of the Year: Smyths

Retail Awards

The Retail Wee k-sponsored Best Store Des ign went to The Disney Stor e. The overall Retailer of the Year was won by Smyths and collected by boss Padraig Smyth.

The coveted Best Independent Retail gong was picked up by Dominoes.

MARCH 2011

Argos won the Online Retailer of the Year award.

In a big night for the Irish chain, Smyths also won the Multiple Retailer award.

The Grocer category was won by supermarket giant Tesco.

TOY AWARDS

Who else but Argos would win Toy Catalogue of the Year?

Supplier Awards

Mattel’s Jet Pack Buzz Lightyear pick ed up the big one - Toy of the Year

There were special recognition awards for Ravensburger, Orchard Toys and Galt

No surprise that Disney’s Toy Story 3 won Toy Licence of the Year

MARCH 2011

TOY AWARDS

Character Options won the preschool category with its Fireman Sam Deluxe Fire Station playset.

Creative Toy of the Year went to Spin Master’s Moon Sand Bake Shop. The firm also won Innovative Toy for Air Hogs Vectron Wave.

Barbie Puppy Swim School won Mattel’s other award of the night in the Girls’ category.

The winners

Lego’s hot-selling minifigu res were proclaimed the Craze/Pocket Mone y Toy of the Year, while Lego City won the Cons truction category.

MARCH 2011

Craze/Pocket Money Toy: Lego Minifigures, Lego Girls' Toy: Barbie Puppy Swim School, Mattel Boys' Toy: NERF N-Strike Recon CS-6, Hasbro Feature Plush Toy: Zhu Zhu Hamsters, Character Options Toy Licence: Toy Story 3, Disney Creative Toy: Moon Sand Bake Shop, Spin Master Pre-School Toy: Fireman Sam Deluxe Fire Station Playset, Character Options Innovative Toy: Air Hogs Vectron Wave, Spin Master Construction Range: Lego City, Lego Game: Pig Goes Pop, Drumond Park TRA Special Recognition Awards: Orchard Toys, Ravensburger, Galt. Supplier of the Year: Character Options Personality of the Year: Peter Brown Toy of the Year: Jet Pack Buzz Lightyear, Mattel

TOY AWARDS

Character won Supplier of the Year.

Hasbro won the Boys category with the NERF NStrike Recon CS-6 gun.

The Feature Plush award went to Zhu Zhu Hamsters.

Golden Teddies

Golden Teddies were given out to (from left) Paul Edey, Gordon Parker, Bob Henderson and George Prentice.

Game of the Year was won by Drumond Parkâ&#x20AC;&#x2122;s Pig Goes Pop

MARCH 2011

- Big Bang marketing campaign - TV & Cinema advertising - Ninjago National Event Tour - Brand Ambassador activity - and much more to come ÂŠ2011 The LEGO Group.

2207

SECTOR GUIDE OUTDOOR TOYS

www.toynews-online.biz

The great outdoors A warm UK summer boosted the outdoor sector in June, with December’s snow creating a further sales peak…

OUTDOOR AND sports toys is the second largest supercategory within traditional toys by value and worth over £345m in the last 12 months (source: NPD Consumer Panel). Outdoor and sports toys has always been heavily seasonal, depending on the British weather to deliver sales. The last year has seen some strong growth in the category with the 2010 summer starting early – April 2010 was one of the driest Aprils on record and the lack of rain continued until August. June was the largest month of sales for the category rather than the normal peak in December, with sales reaching just under £40m for the month. (Source: NPD EPoS Retail Tracking Service). The addition of heavy snow in December across the UK drove sales of winter sports toys and created a second, slightly smaller, peak for outdoor toys as the country experienced a number of ‘snow days’.

The last year has seen some strong growth with the 2010 summer starting early.

Total sales of Outdoor & Sports Toys Value (£M) 2009 – 2010

(source: NPD)

40,000,000.0

Value £ millions

2009

30,000,000.0

2010

20,000,000.0

10,000,000.0

Jan

Feb

Mar

Apr

May

Jun

Jul

Month

Aug

Sep

Oct

Nov

Dec

For the full year 2010, sports toys drove the outdoor category, with winter sports toys up an impressive 137 per cent on 2009. There was also growth from the summer seasonal toys with pool value up 40 per cent and water guns up 26 per cent. The number one property is Nerf, which sold nearly three times as much in 2010 compared to 2009 and had seven items in the top 20 best sellers within outdoor toys category. Little Tikes continued to grow as well with the Cozy Coupe the number 12 best selling item across total toys. Other properties which grew in 2010 are Recreation’s Razor USA range and Adidas – driven by the World Cup in June. Licences only account for a small percentage of sales – just over ten per cent, but the two fastest growing were Toy Story and Hello Kitty & Friends. MARCH 2011

SECTOR GUIDE OUTDOOR TOYS

RE:CREATION Re:creation’s outdoor toy category will be primarily driven by the momentum of global brand, Razor, in 2011. For over a decade, the Razor creative machine has been generating a continuous flow of ride-on toys, from the original folding kick scooter in 1999, to the Scream Machine and more recently, the Spark scooter and RipRider 360. For this year, Razor has continued to produce new lines. First amongst these will be the Graffiti Chalk scooter which, with multi-coloured chalks attached to the back of the scooter, allows kids to draw, write or simply leave their mark on the pavement. Joining the range for autumn will be eSpark, which combines the features of the E100 electric scooter and the Spark and Bogo, which by incorporating leaf spring technology

MV SPORTS

MV’s portfolio of outdoor toys encompasses an assortment of play items, sporting goods and a selection of bikes, trikes and scooters. The pre-school wheeled toy range is led by Ben and Holly’s Little Kingdom. MV’s range includes trikes, bikes, triscooters and accessories. The Musical Ride-on includes music from the show. The new Tinga Tinga Tales line is based on the new BBC TV show inspired by traditional African animal folktales. MV’s wheeled toy collection brings to life the heart and soul of the property, with vibrant colour-ways and prints. MV’s older girl offering is boosted by Moxie Girlz and Angelina Ballerina. The collections come with shimmering paint, floral decals and rainbow tassels. The boys’ range is lead by Ben 10. In its third installment, MV’s Ultimate Alien range picks up on the success of its predecessors. New feature driven skateboards and in-line scooters for Star

MARCH 2011

0118 973 6222 developed at Carnegie Melon University, creates a pogo stick that gives vastly more spring than a standard pogo. In the US, the success of Razor’s products has built a brand that sells eight units every minute of the year. The portfolio of Razor products now offers ride-ons for all ages of children, from five to 15 and with sales that have doubled in each of the last two years, it is becoming an increasingly important brand for the firm. Razor is also at the forefront of the growing freestyle scooter scene, having introduced the world’s first fixed head scooter – The Razor Ultra Pro. Team Razor UK, a team of some of the best pro scooter riders in the world, will make frequent appearances at extreme sport and consumer events throughout 2011.

0121 748 8000

Wars and Doctor Who complete the boys’ offering. With a summer of movie blockbusters approaching, MV will offer new ranges based on Transformers 3, Thor, The First Avenger and Green Lantern. MV’s Hedstrom range is a collection of metal swings, slides, trampolines and multi-plays. Imagination, social skills and physical development are all accounted for within the MV range. The Kickmaster range of balls, goals and accessories features a combination of innovative design and quality materials. The football range is engineered to promote practical skill development and includes new product. MV’s parent company, Tandem, has also recently been awarded the London 2012 licence from the London Organising Committee of the Olympic Games and Paralympic Games (LOCOG). The firm will produce official London 2012 cycling equipment and wheeled toys.

VIVID IMAGINATIONS Vivid is expanding its outdoor range for spring 2011 to include licensed preschool scooters, water play and activity lines. Yo-Be is a free-styling flying disk that can be flicked, spun and caught using the power leash to perform endless tricks. The Splash Zone Range includes the Splash Pod, Splash Disc and Splash Blast for water play. Dunk both halves under water and push them together to seal the water inside. When the seal breaks someone gets soaked. The new ZingZillas outdoor play range includes ZingZillas Zak and Panzee Space Hoppers along with the ZingZillas Coconut Hut Play Tent. VX Shark is the next generation micro scooter combining bike and

WIND DESIGNS

Wind Designs has an extensive range of toys for outdoor play, including throwing and flying toys from Zing Air and Air Hunterz, the latest Nerf Blasters and Super Soakers, Disney Cars and Toy Story Blast N Launch toys, as well as Djubi and kites for a range of different abilities. Additions to the Zing Air range for 2011 include the Z-Curve Launcher, a bow and arrow set, which launches Zart darts up to 125-feet. Also available is the Zing Shot Launcher – ready to go straight from the pack – it fires foam balls 45-feet with a simple pull back on the launcher. In addition the Zip-Bak Launcher can be loaded with long range foam arrows, which can then be launched over 95-feet. Alternatively the launcher can be fired against a wall for bounce

01483 449944 scooter play. There are more than six ways to ride the scooter. The VX Shark features platform seat, front and back foot pegs, neon styling and easy fold action. The range will be supported with a TV campaign and PR throughout the year. Crayola’s Arts & Crafts brand now encompasses an outdoor line. Off the back of one million unit sales in the US, 3D Sidewalk Chalk, allows children to draw outdoor creations and have them pop off the pavement in 3D. For more adventurous kids, the Rainbow Rake allows them to draw multiple lines at once, while the SpiraChalk Blaster acts like a spinning top, drawing circular patterns. The range will be supported with a TV campaign throughout the spring/summer period.

0844 257 1180

back action. The new Benda Blaster enables players to fire at targets from around corners, behind them or up in the air. The Nerf N-Strike Blasters from Hasbro and a new range of Super Soakers are also available from Wind Designs this year. Disney Toy Story and Cars Blast N Launch toys are new for 2011. Launch Buzz Lightyear to infinity and beyond and send Lightning McQueen skimming across the ground at lightning pace. Wind Designs also supplies a wide range of juggling equipment, including Diabolos along with yo-yos and Astrojax, a range of flying discs including Aerobie, unicycles and Pogo sticks, as well as a range of kites ranging from children’s single line kites to sports and power models.

SECTOR GUIDE OUTDOOR TOYS

www.toynews-online.biz

MATTEL 01628 500000

The classic Bubble Mower remains in the spotlight for Fisher-Price for summer 2011. As pre-schoolers push the chunky mower along, bubbles will appear. The role-play item comes complete with sounds and features a large bubble dispenser and a onetouch refill system for less mess. The Kid-Tough Digital Camera also remains a focus. The camera is designed to survive drop after drop and maintains its easy to use format with two-eye viewing, sturdy dual hand grips and big buttons that make it easy for little hands to use. With an image resolution of up to 1.3 megapixels and 128MB of memory to store up to 1,000 pictures, the camera comes with a 1.44-inch LCD colour preview screen. The camera also includes PC-based video software for special effects including stampers and frames.

LEARNING CURVE 2011 is bringing an additional crop of products to the Britains Big Farm range. The new additions join the existing line, which includes awardwinning R/C Tractors. The Big Farm 1:16 Land Rover is a small scale replica with chunky design and accurate detailing. Complete with lights and sounds as well as classic Land Rover details. The Polaris ATV is a quad bike with a difference. Complete with sturdy grip tyres to deal with any surface, it also includes handle bar detail and lights. The John Deere Gator has a heavy duty bumper, headlamps and cabin top lamps, haul, or simply power ahead with the ultimate 4WD off-roader. Available in August. Big Farm also has SKUs to go with the farming vehicles, including the John Deere Round Baler and the Cattle Trailer with Cows, which come with round bale and cattle respectively.

01271 336155 Britains Big Farm is also launching a collection of construction vehicles. The Bobcat E-35 Compact Excavator comes complete with moveable arm and swinging cabin detail along with caterpillar tracks. Attention to detail, quality and a host of developmental benefits are the cornerstones of the range. Research carried out by child psychologist, Dr. Amanda Gummer, on behalf of Britains, showed that playing with farm toys helped children in a number of ways. The facilitation of role-play encouraged discussion about farms, food, animals, machines, work etc and increased understanding of their environment and play opportunities on a variety of levels. Britains Big Farm is suitable for children from three years old and over and the new range will be available from May 2011.

HTI

GREAT GIZMOS 01293 543221

Great Gizmos’ Classic Ride-ons now include a new Mini Tractor and Trailer. The robust ride-on toy is hand built from strong, bright red steel and features a large comfortable seat and steering wheel, while the trailer is ideal for children to store and transport their toys. Also available are the Classic Pedal Cars and the Speedster range, so whatever their style, kids can experience the great outdoors. Great Gizmos’ range of classic rideons and pedal cars feature many different designs to choose from, catering for ages one to seven.

01253 778888 HTI is further extending its range of Toy Story wheeled toys and protection gear. Launching for spring/summer 2011 is a Toy Story Wide Ride Scooter with easy grip handles, an extra wide printed footplate and a colourful front character plaque. Also new is a Toy Story Steering Trike which features a removable parent steering handle, canopy, foot rest and rear bucket. HTI also provides Toy Story outdoor furniture including a Patio Set, and new for spring/summer, a Deck Chair and Oval Folding Chair. HTI’s Peppa Pig range of outdoor role-play sets, beach and garden furniture and wheeled toys continues to grow. New for spring/summer is a Cupcake Stand with Cakes and a Toaster and Kettle Breakfast Set. HTI is also offering a Peppa Pig Patio Set, Deck Chair and Oval Folding Chair. The firm also offers a collection of Hello Kitty wheeled, outdoor toys, patio furniture and additions to the dolls prams and pushchairs collection. New for spring/summer, HTI presents a Hello Kitty Pogo Stick featuring durable construction with non-slip foot grips and an easy-hold handle bar. There is also a new 10” Bike and a new Wide Ride Scooter, which features a super wide footplate for extra stability for children and maximum graphic effect. HTI will also launch a dolls single stroller during spring/summer to complement its prams range. An extensive range of Barbie inflatables, outdoor toys and summer

lines at pocket money prices also continues. All Barbie items feature striking packaging and product graphics to maximise on-shelf visibility. HTI is also introducing a line of Disney Fairies summer inflatables, outdoor toys and wheeled toys this year, including a Light Up Folding Scooter and a new Wide Ride Scooter with fairy graphics, as well as a range of patio furniture. For the boys, HTI provides an extensive portfolio of Ben 10 and Spider-man inflatables, and just in time for the release of the Cars 2 film animation, the firm is launching a range of Cars outdoor furniture. Recognising a gap in the market for a quality bubbles brand with a unique feature, at a value price point, HTI launched an own-brand range called Dubble Bubble, which continues throughout 2011. A double wand provides ‘double the bubbles’ while bottle designs and packaging have been developed to provide a distinctive and visually impactful brand identity. The Dubble Bubble collection includes solution bottles, a wand, gun and bubble machine. HTI also presents new additions to its already extensive range of JCB vehicles, role-play, wheeled and outdoor toys. New JCB lines for spring/summer include a new foot-to-floor Ride-On Tractor with detachable trailer, as well as a free-wheeling 16” JCB Wheel Loader and 16” Dumptruck.

MARCH 2011

SECTOR GUIDE OUTDOOR TOYS

JOHN CRANE 01604 774949

John Crane now has three colours available in its First Bike Collection from the new Tidlo range. The three versions available include the First Bike in pink, with a new design of pink flowers, a racing red version, plus a First Bike in royal blue. New for 2011, Tidlo has announced the addition of more balance bikes – the Lemon Scooter and Red Scooter – a retro, Vespa-inspired take on the balance bike design. Each balance bike comes with easy grip handlebars, chunky tyres for a safe ride and height adjustable seats, meaning the bikes grow with children. John Crane also now offers a bike stand for retailers to display the bike in-store. Made from natural wood, the stand will keep both the First Bike and retro Scooters upright.

MARCH 2011

PLUM PRODUCTS Plum has a number of new products ready to launch in 2011. The firm has focused on creating a retail range of smaller items such as sand pits, small trampolines, infant play centres, metal swing sets and other outdoor accessories. The line will be in colourful retail packaging to fit into any size store. The range of infant play centres has also been extended, focusing on real play value. Already available is the My First Play Centre and Steenbuck. Plum introduce Captain Plum and My First Activity Tower to complement the range of products for children aged ten months to three years. Captain Plum is a nautical themed play centre and the My First Activity Tower has a number of features to keep young children entertained including a four-foot play tower and swing arm with baby swing. Both products are made from premium FSC certified timber and come with a fiveyear warranty. Plum Products has a comprehensive

0844 880 5301 range of outdoor play products including trampolines, play centres, swing sets and activity centres, metal swing sets, sand pits, play houses and children’s furniture. 2011 will see product launches for almost all of these categories, supported by photography, product videos, 360° images, product displays and more. The customer support package includes flexibility in order processing systems, e-commerce support, marketing support, speed ordering and customer service support. The firm also offers a delivery programme with five to seven-day home delivery timescales.

GROSSMAN 0141 613 2525

Among the new products from Grossman for 2011 are the Spongebob Squarepants scooters, outdoor tents and outdoor seats, which join a varied line-up of licensed merchandise for the brand. Ben 10 Ultimate Force pogo sticks are also new for the licensed boy market. Zhuzhu scooters will continue and Grossman has added a pre-school scooter to the collection. Finally, a range of cycle helmets has been added to the firm’s offering this year. The line is designed to be fashionable and make helmets more acceptable for children to wear.

Outdoor Fun Fantastic outdoor fun for both boys & girls! Design your very own kite or umbrella Great ideas from Great Gizmos - Rain or shine!

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SECTOR GUIDE OUTDOOR TOYS

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KIDDIE BIKES

Kiddie Bikes is an online business selling safe, lightweight, yet robust ride-on trikes for pre-school children. The trikes, in the shape of motorbikes, are manufactured in Hungary to European Union quality and safety standards. The two fixed wheels at the back give extra stability, while the steerable front wheel makes it easy to manoeuvre. The bikes help children improve balance, coordination and steering skills. They are compact, easy to carry

HABA

Adding a quirky touch to tried and tested games, Haba offers a range of wooden outdoor toys. An example is the Egg Race, which adds a twist to the children’s sports day egg and spoon race. The game comes with two wooden balancing sticks and 22 different pieces, including frogs, clowns, eggs and other shapes. The game challenges kids’ dexterity and balance as they race against each other endeavouring not to drop the pieces. Caterpillar Golf is based on the traditional game of croquet. With four caterpillar arches, the object of the game is to guide the wooden ball

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and designed for both indoor and outdoor use. Available in a range of colours and two different sizes, the Kiddie Bike Mini is designed for ages one to three and the Kiddie Bike Maxi is for ages two to four. Kiddie Bikes is a family-run business, set up by a Hungarian ‘mumpreneur’ from Tunbridge Wells in Kent, after being asked by other parents in the playground where her children’s bikes came from.

MARBEL Safsof Rubber Foam Toys are designed and produced to support children’s learning and sports skills and to encourage them to get active. Produced using Rubber Foam, Safsof toys are soft and safe. The Cricket Bat and Ball features a 61cm soft cricket bat; the Super Torpedo is a throw and catch game, produced with a high density soft foam, making it the ideal size and weight to develop physical skills. The Safsof range

01208 873123 includes many other items to designed to get kids active. NYBY – based in Gnosjö, Sweden – has been producing garden tools designed for small hands for years. NYBY guarantees quality and minimal environmental impact by closely monitoring the full manufacturing process from research and development, right through to production and shipping. Tools include brooms, rakes and forks.

0161 304 9555

through the hoops using the wooden mallets provided. The winner is the player who hits the finishing caterpillar making their bell ring, using the fewest taps possible. Haba’s portfolio of products not only includes wooden toys, but has a range of outdoor activity toys, which are particularly suitable for family days out or games on the beach. Flifix Catch is a traditional bat and ball style game, which includes a ball and two landing nets for players to catch it in. Another traditional throw and catch toy is the Flying Object Rotello – a soft flying disc, ideal for little ones.

FIESTA CRAFTS Skipping Pals is a new concept combining soft toy handles with character faces, with candy striped ropes, improving health and fitness, indoors and out. There are six colourful handle characters available in the range,

020 8804 0563 including the Rabbit Skipping Pals, Duck Skipping Pals, Monkey Skipping Pals, Ladybird Skipping Pals, Fairy Skipping Pals and Pirate Skipping Pals. The product is suitable for children aged three and over and is available in time for summer sales.

MARCH 2011

SECTOR GUIDE OUTDOOR TOYS

BROOKITE 01837 53315

Brookite’s Once Upon a Time kites feature a Unicorn, Dragon and Mini Monster and are aimed at the younger end of the market. Also new for 2011 is a range of Venom kites. Brookite took on the distribution of the Venom Skateboards in 2010 and now also offers Venom Kites. Featuring Sport and Power models, the kites are for ages ten plus. Classic Brookite lines continue – look out for the Tropical Butterfly, Spooky Bat, Skybird and Pirate Delta – all single line kites. In the pocket money range Mini Tubes, Zipaways and Mini Butterflies are also continuing. Brookite has also introduced two sizes of Play Parachutes – 2.4m and 3.5m. The parachutes are made in nylon with bright rainbow panels and feature reinforced grip straps. Aerobie products are also distributed along with Funtrix and Eolo ranges.

INTERPLAY

The award winning My Living World collection from Interplay features Field Binoculars, designed by nature experts. The binoculars have 6x magnification, are small enough to fit in a child’s pocket and light enough to carry around all day. The product also features a safety neck-strap, plus an instruction booklet with facts about, and images of, common British birds. Alternatively, Interplay’s Pocket Microscope features 30x magnification.

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It is a real microscope, but easier to use than traditional desk microscopes. It simply unfolds and a light immediately illuminates the area in front of the lens. My Living World offers kits that take kids outdoors to explore the world around them, but there are also a number of kits that bring the outdoor world inside. Ant World provides an insight into the world of ants and is clean and safe.

MOOKIE Mookie has a wide range of innovations and new products ready for 2011. Spring will see the company introduce the new Createaway Easel, an R/C range and the Pro Tailball. Createaway has been designed based on traditional values with quality and value in mind. The all in one Createaway Easel folds up making it easy to assemble and store. Each play-set comes with various accessories and features and are suitable for ages three and over. The Createaway Travel Pod fits on a child’s lap enabling them to draw and store all their accessories inside while on the move. Tailball is a new range of products from the makers of Swingball. Designed as a progression to shuttlecock play, each item features the unique Tailball streamer, which slows and stabilises flight. Tailball is available in two sizes – light and extreme. Various games include the Tailball Back Pack Attack, Two in One Dart Attack, Tailball Extreme, Tailball Light, Tailball Flyer and the Tailball Rocket. For 2011, Mookie introduces the Pro Tailball. Available with a 3m wide net and larger base for stability, the game is suitable for up to four players and contains a heavier ball for faster action. Swingball is also introducing Pro Swingball – a stronger and harder way to play. The game has a larger base for stability, thicker tubing and is now 1.75m high to make it harder to hit,

MARCH 2011

LITTLE TIKES 01908 268480 The new wooden Richmond Treehouse Play System features a ladder leading to a veranda and a good sized wooden playhouse, a sandbox, a giant slide and three swings. This year Little Tikes is also launching its first two smaller version A–frame swing sets: the Milano with a single swing seat and the Roma double swing seat set. Two new water play toys will be introduced for 2011. The Spiralin’ Seas Waterpark develops motor skills as kids send character balls down the spiral to the lazy river, whereas the Sandy Lagoon Waterpark has twin waterslides, diving boards, floating inner tubes and a sand spinner and shovel for the beach. The new traditional Garden Cart comes with a sprayer to water plants, flower pots, trowel and fork, plus the Cart converts to a wheelbarrow. The new Cozy Truck features rugged styling and off-road wheels, while the new Tikes Castle sports a turret, escape slide and secret door. Finally, the 30th anniversary of the classic Turtle Sandbox has prompted a special edition that retains the moulded face, removable lid and large sand play area, but now includes a water channel around the rim with water spinner and turtles included.

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higher swing and a larger coil head for a longer game. For 2011, Mookie will launch the Swingball and Tailball websites, featuring downloadable content and news including events, games and stockists. The brand is also available on Twitter, Facebook and YouTube. The spring launch will be supported by a national press campaign with extensive TV and mass PR coverage to start early in the year.

The Scuttlebug and Scramblebug from Funtastic are folding tricycles aimed at children aged from one to three. The trikes feature a three-step folding action and both ranges are available in a variety of characters for kids to choose from, including ladybugs, beetles and bumble bees. UrbanX is a collection of safe children’s bikes, carts and cars, which complement the success of the Smart Trike. The wheeled toys will be in the

market for spring/summer. Plans are in place for a marketing and TV campaign to start early in the year. In the pre-school category, Mookie’s Peppa Pig wheeled range continues to grow and 2011 sees the introduction of the refreshed playballs and ride-ons. Mookie also now has distribution of the YBike – a balance bike engineered with safety in mind and developed to help improve motor development, coordination and balance. The YBike makes the transition to learning to ride a bike effortless for children as young as two. A marketing and PR campaign will include a programme for schools and nurseries. The YBike extreme will be coming soon. The new range of Street Cruz scooters is available for kids from three years-old, all with adjustable handle bars. Scooters available include the Mini starter scooter for the junior rider, the Retro for beginners; Lightning with front and rear brake lights; Classic, a folding scooter and Extreme, a pro scooter suitable for eight years plus. Mookie is also introducing the new Thunderbolt, a low deck scooter. Mookie’s new R/C range is fully functional and easy to fly. The Titan family helicopters come with a gyroscope control and are available in three different sizes: Titan Nano, Titan Mid and Titan Grand. Products will be available from 2011. Plans are in place for a marketing and TV campaign to start early in the year.

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SECTOR GUIDE SCIENCE & EDUCATIONAL

Earning from learning Offering an added pull for parents, products with a science and educational element continue to provide retailers with something a little different to the usual licensed toys. ToyNews finds out what’s new… LEGO

The new Lego Duplo Play with Letters set is the follow-up to Duplo Play with Numbers. Children can get to grips with learning letters with the educational set of big, brightly coloured bricks featuring matching letters and pictures. Adding an additional learning dimension to the Duplo offering, the set contains everything children need to build, play and learn letters. The Play with Letters set contains all the letters of the alphabet, play starters like the Duplo child figure and cat, elements that can be used for building different models such as windows and a

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wagon base with wheels, as well as extra bricks, providing kids the opportunity to learn through play. Successfully tested in Germany and the US, the learning concept offers seamlessly integrated play and learning with a hands-on, minds-on approach. The range is a relevant addition to Duplo play for the older children in the Duplo target group and appeals to parents who want to give their children an early start in learning letters. Offering an ideal introduction to Duplo, children can play alone or together with a parent giving a higher play value.

GIBSONS GAMES

New from Gibsons are two additions to the award winning My World range for children. My Lotto is a multi cultural game containing facts about other countries and cultures, while My Dominoes features brightly coloured jungle animals. Both games contain hints and tips for parents for extending play and a slot in the top of the box so children can post their pieces and help with putting away.

MECCANO

020 8661 866

As with all Gibsons My World products, the games are environmentally friendly, having been produced in the UK on recycled board. The games are developed in conjunction with child psychologist, Dr Amanda Gummer, ensuring they are appropriate for children at every level. Gibsons has also produced a My World product video, which can be uploaded free of charge to customers’ websites.

01844 278888 Educational play is the backbone of all Meccano’s ranges, which offer a construction challenge for children from five years old. The company’s 2011 line-up includes a number of new sets hitting the Build and Play range. The latest products adopt an, easier construction mechanism of clipping screws, in addition to the range’s traditional nuts and bolts system. Build and Play Dinos is a new collection under the 5+ Build and Play umbrella. The range offers a quirky selection of three traditional dinosaurs, built using flexible parts. Collect them all to build a bonus model. Also new to the Build and Play range is the Mini Build and Play Plastic Case Assortment. Each of the sets builds two vehicles and comes in a carry case. There’s also the new Build and Play Bulldozer, Side Car and Buggy sets, which each build a number of bold and bright cartoon-style vehicles. Meccano’s Construction range, designed to unleash creativity and

imagination, will see a new Motorized Tool Box later in the year. The kit builds ten vehicles, all of which could be found on a construction site. The flexible plastic parts, 6V motor and stickers bring movement and life to the models. The set comes in a bold yellow toolbox designed for easy storage and is suitable for children ages five plus. Sue Barratt, country manager, Meccano Toys UK, said: “The very core of Meccano is about creating educational toys that are value for money and offer terrific play value. Learning the process of construction through play as a child has inspired many great engineers, designers and architects. “This is something Meccano is very proud of and strives to continue to surprise and open children’s minds today.” All models come with an instruction leaflet and tools and will be supported through a marketing and PR programme delivered across widespread consumer media.

MARCH 2011

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RAVENSBURGER Ravensburger’s new Discover and Develop educational games and puzzle range enjoyed success in 2010, as Tip the Ship won the award for Overall Winner in Practical Pre-School’s Toys & Games, three to five year age category. The game was praised because it helped children with the Early Years Foundation Stage of learning, and this aim is key to the whole Discover and Develop range. New launches for 2011 include a redesigned version of the classic game Snail’s Pace Race, where gameplay revolves around children guessing which of the colourful wooden snail playing pieces will reach the end of the track first. The use of the snails and the colour spot dice helps develop colour recognition and social interaction skills, and the game teaches kids the concept of taking turns. Rivers, Roads and Rails has been redesigned in a contemporary art style. The game helps to develop observation, matching and logical thinking skills, with 140 cards showing rivers, roads and rails winding their way through countryside. The aim of the game is to match up the cards to create a continuous network of pathways, and the game is different every time kids play it.

01869 363800 Also new to the offering are three sets of colourful flashcards, each containing 50 double-sided cards, designed to help acquire different skills. My First Flashcards features bright pictures and clear text to illustrate first words and can be used to develop object identification, reading and spelling skills. My First Number Flashcards clearly illustrate written numbers and numerals, and cover numbers one to

AGENTA MARKETING/EARLYBIRD TOYS

20. The set also includes cards showing mathematical symbols, so can be used to do simple sums, in addition to aiding kids with number recognition and basic counting skills. My First Word Flashcards contain 100 different words and help to develop reading, spelling and writing skills as youngsters learn to recognize letters and words. All the flashcards come with tips for parents on how to use the cards with their own youngsters.

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MARCH 2011

Taiwanese company Weplay has recently won an excellence award from the Taiwanese Government for its products, one of only eight companies to receive such an accolade. Weplay was established in 1987 and is dedicated to providing children with positive learning experiences through products that promote physical activities and interactions between children, parents and teachers.

WePlay’s products are distributed exclusively in the UK by Agenta Marketing/Earlybird Toys. The collection encompasses products to improve motor skills, to help with hand/eye and balance co-ordination and to encourage creative play. Many lines are designed to enhance tactile perception and are ideal for use with special needs children and seniors. The line includes a range of phthalatefree balls for safe and healthy play.

We-Blocks Minis (pictured) consists of a varied collection of windows and blocks in a range of different shapes designed to help children to recognise basic 3D geometric figures including cubes and prisms. The blocks develop children’s visual, spatial and observation abilities and encourages them to convert 2D images into 3D models, strengthening their fine motor skills.

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SECTOR GUIDE SCIENCE & EDUCATIONAL

BRAINSTORM 2011 sees Brainstorm launch the new educational toy brand Eureka, designed to entertain and inspire children to learn more about their environment. Kids can explore the universe with the Eureka Deep Space Home Planetarium and Projector. With two domes, the planetarium projects rotating star or constellation patterns onto surfaces. Use the projector to view 24 colour NASA and Hubble Telescope photographs of spacecraft, astronauts, planets and nebulae. Deep Space also acts as a night light. The Eureka R/C Illuminated Moon scrolls through 12 illuminated lunar phases, operated by remote control. The authentic moonscape shines light into a room. The Eureka R/C Illuminated Solar System includes a full sun with eight rotating planets operated by remote-control. Includes a full colour space facts booklet. Multi-coloured LEDs in the Eureka My Very Own Rainbow, display rainbow colours in the room. The set also includes a sunlight rainbow crystal; position in a sunny window and watch rainbows appear. The handheld Eureka Nature Projector Torch has two domes to project patterns onto walls. The torch is available in two styles, with sea creatures or wildlife domes. The Eureka torch has 24 colour NASA and Hubble Telescope photographs. Eureka will also include The Original Flying Bird, a toy that has sold over 20 million worldwide. New to the Fact Finders range is Most Deadly. The product features 40

ESDEVIUM GAMES New for 2011 is a board game with lasers, Khet 2.0. Following on from the success of the 2005 original, Khet, the game has undergone a redesign – refreshed and improved for 2011. The game combines lasers with classic strategy for a game designed for players from nine years old and over. Players alternate turns moving Egyptian themed, mirrored pieces, after which they fire real, eye-safe lasers, with the goal of blasting their opponent’s pieces off the board, destroying their Pharaoh. The game has already achieved acknowledgement in the US, being named as a finalist for the Toy of the Year awards and winning the MENSA Select award, a prize awarded for ‘original, challenging and welldesigned games.’ The game rules are simple and can be learned in minutes. Khet has patented the laser technology from being imitated. The game will be released this month and is exclusively available from Esdevium Games.

01200 445113 of the most deadly animals throughout the world, including the Great White Shark, Indian Cobra and the Saltwater Crocodile. The wheel provides facts about each animal and tips on how to avoid them.

Dinosaur Picture Viewer is a new addition to the Natural History Museum licence. These pocket-sized, pocket money viewers each include 24 animal photographs. Also available are Wildlife and Sea Creatures.

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MARCH 2011

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Award Winning

Nature

SECTOR GUIDE SCIENCE & EDUCATIONAL

HABA

0161 304 9555

Kits! ...nature kits with real attitude!

Brightly coloured and fully functional, each piece of Terra Kids equipment is designed to educate children about nature in many situations. For example, the Terra Kids Microscope can be used even in poor daylight, as when the battery compartment is opened, LEDs illuminate the subject up to 30 times. Supplied in its own compact bag, the microscope comes with everything needed to explore the tiniest specimens including tweezers,

microscope slides, cover foil and four compound capsules. For long distance observations such as birds or even a close up view of a shy deer or fox, Haba’s Binoculars can have the subject firmly in focus with powerful ten times magnification, while the minicompass in a carry case will give an indication of the creature’s location. The Anglers Set is supplied with the necessary equipment to bring about a first big catch. There is a telescopic fishing rod and landing net, hooks,

ANILI

floats and weights, while a zippered bag keeps everything tidy and organised. As well as a range of lights, pouches and a variety of simple first science gadgets and equipment, Terra Kids teaches children about physics with some hands on experiments. Haba’s Experiments for Explorers includes three science kits to choose from, with activities to teach them about the science behind wind power, colour and how to create a range of professional knots.

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MARCH 2011

This month sees the launch of a new series of story books, especially designed to help children from preschool to seven years old develop their literacy skills. Each book explores a different area of language, allowing children to focus on one aspect at a time, while enjoying a story and developing basic skills. The graded series of books, The Lit Set, complements the curriculum up to the end of Key Stage 1. The stories are written in verse and address green topics covered within the curriculum. The hand-drawn illustrations are

designed to encourage reluctant readers to remain engaged and to help inspire children who aren’t able to read on their own to develop listening skills. Each book focuses on a separate aspect of language: opposites, synonyms, similar sounding words and more. There are also games at the end of each book designed to reinforce learning, together with guidance for parents and professionals. The Lit Set is the brainchild of Cynthia Berman of Anili – the ethical game, book and toy company – whose range of products are created to

develop children’s core literacy and numeracy skills. Berman comments: “There are sound educational principles underpinning each book and game. When children are entertained they learn more easily, so our focus is on creating educational games, books and toys that they’ll love.” The first book is called Sun and Storm and teaches children about using opposites. Forest Fun introduces word groups (animals and food), A Tale of Tails highlights homophones and the rest of the Lit Set is due to follow.

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SECTOR GUIDE SCIENCE & EDUCATIONAL

ZOOBOOKOO

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Storyonics is the new creative storytelling card game from ZooBooKoo. The game was first trialled at the five-day Spirit of Christmas Fair at Olympia in November 2010, where it was a total sell-out in two days. There are two games to play – a collaborative game and a competitive version – for ages six and over, with over 200 colourful images in the pack. Storyonics is simple. Having dealt out the deck, the first player chooses one of the four colour images on their card and starts a story inspired by the image. The next player chooses any image from their card and continues the story,

linking the images in some way. There are no rules and players can interpret the images in any way they choose, meaning the story tellers can be as creative as they wish. Alternatively there is a competitive version of Storyonics, where players take it in turns to tell a story against the clock (sand timer included), winning the cards they incorporate successfully. Choose from Magical Mystery Stories and Amazing Adventure Stories. Tongue Twister Snap is snap with a new twist, which also sold out at the trial in November. Deal out the cards equally, then each player turns over a

LE TOY VAN The Savannah Wild Animals set is the latest addition to Le Toy Van’s animal figurine range. The hand-finished, painted wooden set includes six wild animals carved from rubber wood. The set consists of a giraffe, a crocodile, a lion, a lion cub, a rhino and a rhino calf. Each one is brightly painted with certain features being made from fabric, such as the giraffe’s ears and tail. Scaled to be compatible with Le Toy Van’s Budkins range of figurines and play-sets, the Savannah Wild Animals set can help improve a child’s recognition and identification skills. Each figurine is finished in a tactile style that can help aid a child’s dexterity. Fully safety tested for ages three and over, the Savannah Wild Animal set is packaged in a window box for ease of storage and display. The collection is supported by the Zambezi Wild Animals set, which features five large animals including an elephant, a baby elephant, a zebra, a flamingo and a hippo. Each set is supported by other Le Toy Van products including the Jungle Hospital, the Safari Play Mat and the Safari Doctor Budkins figurine.

card and places it on a pile in the middle. Players must shout out Tongue Twister when the letters match and the first player to shout correctly reads as many Tongue Twisters as possible before the time runs out (sand timer included). Players keep the cards they read successfully and the player with most cards at the end is the winner. Suitable for ages eight and over. Alternatively there is a game to create the longest Tongue Twister using specific words against the clock. Kids can choose from either Sensational Sporting Superstars or Animated Animal Antics.

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MARCH 2011

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INTERPLAY

Building on its Wild Science for Girls range, which includes the Perfume Laboratory, Luxury Soap Science and Bath Bomb Factory, Interplay is introducing a new range extension to enhance the brand. Aimed at girls aged eight to 12, the cosmetic science range allows tweens to create pampering products of their own using one of a selection of new kits. Titles include the Pampering Boutique, Face Mask Lab and Moisturising Lab and each comes with detailed step-by-step colour and illustrated instructions to ensure girls create cosmetics, but also understand the science behind them. Already a strong seller in Australia, the new collection has proven sales and will also be supported by a targeted girls’ magazine campaign and TV advertising.

HTI

The iball3 is an interactive memory game, re-invented for the 21st century, with an electronic display inside. Designed for children from eight years up to adult, the memory game is likely to fascinate and infuriate. The aim of the game is to get six lights in sequence to light up all the same colour within a certain time. There are two levels of play with

SECTOR GUIDE SCIENCE AND EDUCATIONAL 01628 488 944

The award winning Wild Science range also has many boys’ projects that mix science with hands-on play. The Weird Slime Laboratory is an example and allows boys to create blood clots, exploding slugs and tapeworms, all by the magic of chemistry. This range will also continue to be TV advertised throughout the year. All Wild Science kits, whether for boys or girls, come with an easy to follow and detailed instruction booklet and each experiment fully supports the National Curriculum Science Key Stage 2. Science of a different kind comes into play with the Technokit’s assortment, including the Stunt Buggy and a Trebuchet that lets children build a scale model of the infamous War Wolf, Edward I’s siege machine.

01253 778888

increasing levels of difficulty. Once you have succeeded, the iball3 displays a code, which allows you to open up all the interactive aspects of the puzzle. The game uses co-ordination and memory to solve the puzzle. Compete with other iball3 enthusiasts as the website will tell you how fast you have actually done it – to within a 100th of a second.

FIESTA CRAFTS

New this year from Fiesta Crafts is the Doowell Magnetic Tell the Time chart. Children can learn to tell the time in words, digital and 12/24 hour-clock, stage by stage. It features rotating hands and 68 colourful magnetic pieces, including activity pieces to associate the time of day with the child’s normal activity at

JOHN ADAMS

John Adams’ new range of educational science products feature a twist. The Wallace & Gromit licence receives a big boost, courtesy of three products, all under the science banner. Liquid Clock 7,000, Porridge Blaster and Wensleydale Watcher, all offer a practical, interactive experience. Each of the products are

020 8804 0563

that time, which will help reinforce genuine understanding. Also included are lots of colour coded pieces to learn minutes, hours and the time in words. The included teaching guide will help parents and teachers educate their children with this tricky but vital concept. Measures 36 x 41 cm.

01480 414361

suitable for ages eight and over and retail at around £13. Gross Science is a kit containing ten yucky activities. Make squeezable boils, runny snot, fake vomit and maggot filled scabs. Available from May 2011, Gross Science is TV-advertised and retails at around £20.

MARCH 2011

SECTOR GUIDE SCIENCE AND EDUCATIONAL

WOW TOYS

Wow’s pre-school toys have been designed to stimulate and encourage a child’s imagination through discovery and play. Educational value is coupled with solid and brightly coloured rounded shapes, which are safe, durable and ideal for children’s hands. Designed to assist with basic motor skills development right through to more advanced social interactive role-

INNOVATION FIRST

Hexbug and its parent company sponsored this year’s London Toy Fair. The campaign included giving away product to visitors in the entrance via an interactive exhibit, sponsorship of the lanyards worn by every visitor and exhibitor and taking over the awards ceremony with a Hexbug Nano themed dessert and centrepiece. Collectable and colourful, the small and at first glance, simple, Hexbug Nano is actually a complex creature. The science that goes into making each Nano is a strong selling point for the brand, which has seen the firm win numerous accolades for its scientific and educational point of difference. The Nano may be the smallest insect in the Hexbug range, but it is central to

MARCH 2011

020 7471 0980

play, each toy has mechanical features for kids to discover. Powerful friction motors, winches and pulleys eliminate the use of batteries. All the toys in the range are compatible with each other and children can mix and match any products. Throughout 2011, Wow will launch more toys than ever before as the company expands its range further.

01925 454093

future plans. Toy Fair gave Hexbug the chance to demonstrate the bugs to a wider UK audience. Each Nano is intricately designed to provide hours of play for all ages with each toy powered by a small cell battery, motor and rotating counter weight which help it to mimic the movements of an insect. Vibration through the Nano’s legs also adds to the effect by increasing its speed and movement. It is also specifically designed with a pointed nose and a rubber shell that allow the micro-robot to randomise its movements. Finally, if the Nano flips over, it is also able to self-right, due to its low centre of gravity and point design on the top of its shell.

JOHN CRANE

John Crane has a commitment to children’s learning through play and as such, works alongside GoGo Toys to design and produce educational toys and puzzles. New this year from GoGo is the What’s in the Garden game. All held safely under Perspex, the minibeastshaped pieces are lifted and placed with the aid of a magnetic stylus. The puzzle teaches children shape recognition, hand-eye coordination and new vocabulary.

DKL

Wonderworld offers a range of quality rubberwood toys, which encourage both self-education and parent-child relationships, along with the development of many skills. Children can learn addition and subtraction in an enjoyable way with the Counting Ball, winner of the bronze Practical Pre-School Award 2006. The colourful toy has a unique design which uses a lever system to help children of 18-months plus to learn basic maths skills. The Fire Engine Sorter aids children in learning how to match and sort shapes, and is also a pull-along toy complete with fireman. The Fire Engine has shaped holes in the roof and back and includes three wooden shapes to

01604 774949

For younger children, there is the Sort ‘n’ Shape, which is a collection of holed shapes that fit on top of familiar imagery. The game teaches number and shape recognition plus colour matching. An important skill with little ones is memory and that is exactly what this game is called – Memory. Featuring cards with matching pairs of images that get slid into a playing board, then bright green buttons are lifted in turn. Memory skills help youngsters with reading and early counting skills.

01604 678780

help develop children’s visual-spatial awareness, trial and error skills and logical thinking. The full educational range includes a number of products that teach a wide range of skills. All Wonderworld toys use only environmentally friendly quality materials and non-toxic colours and lacquers. DKL accepts that its responsibility is to not only distribute its brands, but also to offer customers comprehensive marketing and sales support, and to maintain a good level of brand awareness. To this end, its products can be seen regularly featured in high profile consumer marketing campaigns, while POS and in-store materials are always available.

SECTOR GUIDE SCIENCE AND EDUCATIONAL

MARBEL

Marbel’s range of science and education toys have been carefully selected to ensure they provide maximum educational and play values. Introduced into the Marbel range in 2010, Clics is an example of this. Clics creates educational construction toys designed to encourage children of four and over to plan, construct and play. The challenge is to create many hundreds of constructions possible from the various

ORCHARD TOYS

This year Orchard Toys is celebrating its 40th anniversary and although the firm is proud of its past, it is looking forward with optimism to what it feels is going to be a bright future. In 2010, an expansion plan was agreed and at the end of the year, work started on the company’s new factory/office extension which, when finished, will provide over 50 per cent more space. This will allow the firm to build up and store much higher levels of stock, ensuring there is 100 per cent

MARCH 2011

01208 873123

tubs, or creating specific models from the wide variety of special packs. Another of Marbel’s core science and education brands is Edu-Toys, a brand that has over 15 years of experience designing high quality educational products. Marbel has selected core science kits that help children explore and enjoy the fundamentals of science. With over 20 products to choose from, there is a different product for every young scientist.

01953 859525

availability. The company hopes the factory expansion will guarantee it remains a British manufacturer for many years to come. Already this year Orchard Toys has launched seven new products that have been carefully developed to offer strong quality and value, combined with sound educational principles. Remember, life begins at 40, so with its customers’ help, Orchard Toys is looking forward to the company’s continued success well into the decade and beyond.

TRENDS UK

Trends’ traditional games are given a new twist under the National Geographic brand. Dominoes feature African animals and Snakes and Ladders takes on an Amazonian theme with leaf frog, macaw, monkey and toucan pieces. Also included are Floor Puzzles showing either a panda or an elephant, each with facts about the breed. The National Geographic line also offers outdoor toys, including a Digital Metal Detector; an Explorer Watch with magnifying glass flip top; Night Vision Goggles with sonic ear listening device; a Bug Barn to collect and observe bug specimens and much more. The line also includes a range of

GREAT GIZMOS

Great Gizmos has a selection of new science and activity kits for kids, including additions to KidzLabs. With several collections to choose from, each with its own USP, the KidzLabs series is one which appeals to scientific minds, with an abundance of experimental and practical projects to learn from. With an already wide collection, five new items have now been added to the series Among the new items for 2011 are KidzLabs Math Magic and Kitchen Science kits. Math Magic contains over 15 tricks, games and puzzles, from magic number tricks and speed calculations, to reading minds. Kids can get their family involved with the specially designed Math Memo Card

01235 838600

activity sets, for example, the Double Globe Planetarium, with two globes to project stars or planets onto the ceiling. The Haynes licensed range includes the Internal Combustion Engine, which allows kids to construct a working petrol car engine with ignition sound and illuminating spark plugs. Richard Hammond’s Blast Lab collection includes Super Science, with a range of experiments for kids to try. Phantastic Phun allows kids to test for acids and clean coins, make egg shells disappear or make a volcano. Trends has also recently signed the Doctor Who licence, with product details coming soon.

01293 543221

Game. Alternatively, the Kitchen Science Kit will enable kids to perform experiments with everyday materials. The kit contains six specially designed kitchen-based experiments, including the ability to generate electricity using a fork and tomato. In addition to KidzLabs, collections include Green Science with the Solar Robot kit which teaches kids the basic principles of solar energy, electricity and mechanics, while making a robot that performs simple tasks. All science kits from Great Gizmos offer new opportunities for children to learn all about science and technology through creative play. As with all Great Gizmos’ brands, KidzLabs will be supported with PR and marketing.

24425 My First Flashcards

12 puzzles and 16 games available

24426 My First Number Flashcards 22092 Snail’s Pace Race game

22091 Rivers, Roads and Rails game

24427 My First Words Flashcards

“A brightly coloured and well made range of puzzles and games. The products support the children’s work very well.” Early Years Foundation Stage Teacher

22034 Tip the Ship game

Sales Hotline 01869 363800 | sales@ravensburger.com

May Show 17th - 19th May 2011 Toymaster would like to invite all Independent Toy and Model Retailers, both in the UK and Ireland, to attend the 2011 May Show. Over 100 suppliers will be in attendance at the Majestic Hotel, Harrogate, on the 17th - 19th May and we hope you are able to join us in making the most of the opportunities offered. For more details or to register, please contact Jo Skelton on Tel: +44 (0)1604 674477 Email jo.skelton@toymaster.co.uk

Dedicated monthly retail coverage

Retail Only News • Data • Opinion

New toys chief at Tesco TESCO BUYER John Stanhope has moved over from the supermarket's video games division to head up toys. After a two year stint as senior buying manager for video games he will now occupy the same role in toys, having also held roles at EUK and Woolworths. His replacement in the games sector is Sarah Kaye.

Whilst Stanhope was in charge of Tesco's games division, the supermarket made a number of key moves, drastically reducing the size of its head office team, launching a preowned games scheme and significantly increasing its market share of the video games sector. Tesco: 01992 632222

Comment Page 54 Our undercover retail correspondent offers his thoughts on Toy Fair....

Charts Page 55 This month’s retail charts feature John Lewis, the Entertainer, WH Smith and Play.com...

Toymaster full up New products

THIS YEAR’S Toymaster May show, which returns to the Majestic Hotel, has sold out. The show, which is open to not only Toymaster Members, but other independent retailers as well, will take place from 17th – 19th May 2011 at the Barcelo Majestic Hotel, Harrogate.

“We are pleased to announce that all exhibition space has been filled at the 2011 Toymaster May Show,” said the firm. “We would like to take this opportunity to thank those suppliers attending for their support and we look forward to seeing them all in May.”

Icelandics about to sell Hamleys?

Distributor makes toy move

THE TOY retail icon could be available as part of its Icelandic owner's sale of a number of high street assets. Reports suggest Iceland Foods is to be sold off by collapsed bank Landsbanki, and Hamleys could also be part of the sale. The frozen food supermarket is expected to fetch up to £1.5 billion with founder and shareholder Malcom Walker expected to be among the bidders for the firm. Landsbanki, which collapsed in the Icelandic financial crisis and is now managed by the Landsbanki Resolution Committee, has a 65 per cent stake in Hamleys and about 67 per cent of Iceland. There are reports that advisers are about to appointed to handle the sale.

ELECTRONICS DISTRIBUTOR Meroncourt has moved into the toy market and has brought its virtual warehousing offering with it. The firm expanded into the electronic toy market with the INGO range of digital cameras, MP3 players, portable DVD players and accessories with licences including Hello Kitty, Bakugan, Disney Cuties, Betty Boop and Ben 10. Meroncourt transferred many of its existing innovative distribution concepts over to its toy market customer base which has been very well received. Steve Walsh, Meroncourt’s sales director, commented: “Our ability to offer a direct to end-user Drop Shipping Service coupled with No Minimum Order value has enabled many of our toy customers to expand

Page 56 For further information on visiting the show, contact Jo Skelton on 01604 662916. Or email her jo.skelton@toymaster.co.uk

New products this month from Leapfrog, Worlds Apart, Family Fixes and The In Thing..

Hero Product Page 57 their range with no risk and to make use of our services not traditionally offered by other toy distributors such as XML data feeds which enable our customers to mirror our web site details very easily. “We will continue to grow the toy side of the business and after a successful Toy Fair we have many more licensed brands and different products to add to our portfolio over the coming months. Including Dora The Explorer, Spongebob and Momiji.” Meroncourt: 01462 680060

The Lego City space set is this month’s featured product...

RETAIL ONLY

HIGHSTREET COUNTER INSURGENT Dispatches from the retail front line... ANOTHER ROUND of shows over and now time to reflect. Great buzz around, especially on press day, at Toy Fair. Once again, great product and, hopefully, at the right price points to encourage the money into tills across the country. What would be nice is a little bit of profit in them to make it worthwhile. Plenty of innovation on show again and it seems to be lights and beams everywhere. WowWee once again came up with a cracking line in Lite Sprites. Quite how to get it over to the consumer is another thing, but that is where pukka toy shops come in. Once again, there were those silly little rooms where you have to sign to confirm that you won’t go and blog on the internet the latest news

about the new licensed toys. Doesn’t the person who drafts the document know that anything we see in these little closed off areas is already yesterday’s news and long in the public domain? I was exasperated that on day four of Spring Fair an agent who was also at Toy Fair didn’t know their way around a price list, didn’t know how to turn something on and looked even more surprised than me when I pointed out that a bigselling item was discontinued. That was seven whole selling days at the show with time in between. Maybe I expect too much but if I was in their shoes, I would ensure that I was fully mugged up on what I was selling. There are a growing number of suppliers who claim to offer TV support. If a supplier thinks I’m going to buy into a range that is supposed to have TV support, however, when they

Is there some kind of protest going on that I haven’t heard about, or is there a new dress code for agents? have no idea about channels or times two weeks before the campaign is due to start, they shouldn’t be too disappointed when I don’t order. When I asked how many TVRs there were, I got a blank look. Just for the hell of it, a couple of years back I asked two

marketing people from the same big supplier what their definition of a TVR was, both gave me different answers. At least I can make a decision on what to buy. How the heck do the little groups from supermarkets make any decisions? One little group of

seven people spoke in hushed tones to decide whether to review a single craft line from a big company and then organise a follow-up meeting in Germany. And all this on a product they would have seen at previews before Christmas. With a crap box, no TV support and to be quite frank, crap product, it took me all of five seconds not to stock it. Lastly, is there some kind of protest going on that I haven’t heard about, or is there a new dress code for agents? A growing number aren’t wearing ties. It doesn’t personally bother me but I do like the thought of having the option of tying the more useless ones to some railings. I just wonder how their principals feel about it. You rarely see a manufacturer’s rep and management without full dress. Maybe I am getting old and grumpy.

PRICE CHECK: MARCH 2011

MARCH 2011

Tinga Tinga Tales 25cm Monkey with Sound (Bandai)

Nerf N-Strike Clip System Dart Pack – 36 pack (Hasbro)

Moxie Girlz Basic Doll (MGA Entertainment)

Star Wars Luke’s Landspeeder (Lego)

Zoobles Blossoming Garden Play-set (Spin Master)

£11.24

£5.99

£9.99

£25.99

£19.99

£17.19

£4.99

£17.95

£21.99

N/A

£10.90

£3.50

£11.49

£18.38

£18.99

£15.00

£6.00

£10.00

£28.00

£20.00

£14.99

£4.99

N/A

£24.99

N/A

RETAIL ONLY

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RETAILCHARTS WHSmith.co.uk

CHART DATE 01/02/11

Lego Star Wars Brickmaster

Lego Atlantis Brickmaster

My First JCB Wooden Dominoes Set

Lego Pirate Brickmaster

Thomas & Friends Assorted Models

Large Brick Box

Toy Story 3 Four in a Box Jigsaw Puzzle

8 9

The Entertainer

CHART DATE 01/02/11

Dorling Kindersley

Sylvanian Families The Courtyard Restaurant

Dorling Kindersley

Air Hogs Vectron Wave

Golden Bear

Transformers Revenge of the Fallen Deluxe Brawn

Hasbro

Dorling Kindersley

Nerf N-Strike Maverick

Hasbro

Learning Curve

Toy Story Woody the Sheriff

Lego

ITNG Talking Plush Upsy Daisy

Ravensburger

Bakugan 7-in-1 Maxus Helios

Sylvanian Families Chocolate Dalmatian Twins

Flair

Silver Cross Ranger Dolls Pram

Sylvanian Families Nursery Playground Swing Set

Flair

My First Wooden Blackboard/Whiteboard Easel

Lego

10 Little Tikes Premium Wood Kitchen

10 Star Wars Rebel Trooper Army Pack

Amazon

CHART DATE 01/02/11

Bananagrams

Peppa Pig Secret Tower Play-set

Flair Spin Master

Vivid Hasbro Spin Master HTI Colorific MGA

Mail Order Express

CHART DATE 01/02/11

Winning Moves

Born to Play Farmyard Playhouse

Character

Oyster Stroller Black Chassis

Shopping List Game

Orchard Toys

Dareway 08 Silver Ride-on

Famosa

Who’s in the Jungle? Jigsaw puzzle

Orchard Toys

Dareway 08 Gothic Ride-on

Famosa

Nerf N-Strike Barricade RV-10

Hasbro

Ferrari F430 6V Car

Famosa

Nerf N-Strike Clip System Dart Pack

Hasbro

R/C Cargo Train with Light

Scrabble

Mattel

Lunchbox XB Pro RTR Electric 1:12 R/C Monster Van

Tamiya

Addictaball Large Maze Puzzle Game

The Sales Partnership

XB Midnight Pumpkin

Tamiya

Sylvanian Families Elephant Family

Flair

XB Mini Cooper

Tamiya

10 Original Rubik’s Cube

John Lewis

John Adams

CHART DATE 02/02/11

Yaffe Baby Style

Playmobil

10 Digital 1:43 Mario Kart Wii Set

Play.com

Carrera

CHART DATE 01/02/11

Maxi Micro Scooter, purple

Micro Scooters

Connect 4: 5 Ways to Play

Hasbro

Maxi Micro Scooter, black

Micro Scooters

Nerf N-Strike Barricade RV-10

Hasbro

Mini Micro T-bar scooter, blue

Micro Scooters

Hello Kitty Playing Cards

Mini Micro T-bar scooter, pink

Micro Scooters

Guess Who Extra

Hasbro

Infrared JKart

Nikko

Nerf Clip System Darts Pack of 36

Hasbro

Harry Potter Quidditch Lesson

Lego

The Gruffalo 4-in-1 Puzzle

Furreal Friends Butterscotch Pony

Hasbro

Phineas and Ferb Secret Catapult Pen

Sewing Machine

John Lewis

Jigsaw Roll

Honey Bake Kitchen Set

Le Toy Van

Nerf Dart Tag FuryFire Two Pack Set

10 Sylvanian Families Car and Caravan

Flair

10 Nerf N-Strike Longstrike CS-6

Waddingtons

Paul Lamond Games Character Paul Lamond Games Hasbro Hasbro

MARCH 2011

RETAIL ONLY

PRODUCTNEWS

Worlds Apart boosts Leapfrog introduces LeapPad Explorer Go Glow Pal line FOLLOWING THE success of last year’s Toy Story Alien Go Glow Pal from Worlds Apart, the company has launched a girl’s version – the Hello Kitty Go Glow Pal. As with the Alien version, the Hello Kitty Go Glow Pal is a 2-in-1 product, offering children a plush toy to play with, which then acts as night time light. Children squeeze Kitty’s hand to make its hair bow glow. After 15 minutes, the light shuts off. The Go Glow Pal is suitable for children aged three years plus. Worlds Apart: 0800 389 8591

LEAPPAD EXPLORER is a multifunctional learning tablet suitable for children age four plus. Building on the Leapster Explorer, the product combines the latest technology, educational curricula and entertainment properties. The firm’s largest-ever learning library is included at launch, with 100+ learning games, videos, eBooks and flash cards. The tablet is also compatible with the Leapster Explorer library.

Education is key and the product aids kids with a range of subjects. A stylus also helps with writing skills. The tablet device features a built-in camera, video recorder, microphone and animation studio and automatically adjusts learning across all 100+ experiences, allowing children to learn at their own pace. An accelerometer and five-inch colour touch screen add to the sleek, thin design. The LeapPad can also withstand rough play. Leapfrog: 01895 202840

Draw straws with Squibble SQUIBBLE IS a new way to solve a squabble. A portable gadget, Squibble contains ten individually sized straws, each numbered one to ten. Whoever picks the shortest straw is the person assigned the task in question. According to an independent survey carried out by parent

company, Family Fixes, 68 per cent of those interviewed squabble at least once a day, often failing to work out a fair and simple way to resolve everyday minor decisions and dilemmas. Squibble can also be used as a forfeit game at parties and will be available through Amazon in spring.

Squibble, priced at £9.99, is designed by Family Fixes, an independent company, with a mission to create a range of quirky products to make family life easier by providing busy parents with fun solutions to everyday challenges. Family Fixes: 07989 558 239

ATM unveils Fliker The In Thing transforms plush scooter into virtual pets THE FLIKER scooter introduces a new way to get around. Simply by moving your body from side to side, the three-wheeled design gets going and keeps moving. Safely reaching speeds of up to 25 km/h, the Fliker has extra strong polyurethane wheels, which will keep it on the road for the long run. The lightweight frame is made from steel and folds in half to transport. The scooter comes with a one-year manufacturer guarantee on the frame. Fliker scooters will be TV advertised throughout April and June on a range of key children’s channels. A further campaign will highlight Fliker on TV in the lead-up to Christmas later this year. ATM Sports: + 353 (0) 818 333 49 MARCH 2011

THE NEW Webkinz collection is a range of 20cm plush, offered alongside Lil’kinz, which stand at 15cm. Each toy comes with a unique code, which allows children to adopt their pet online in the Webkinz World at www.webkinz.com. The range has so far been well received in the US, where, during its worst year the range sold 17 million units. The online world is designed to help kids learn new things and play and chat in a safe environment.

The idea behind the range is that kids collect all available Webkinz and Lil’Kinz to create their own Webkinz family online. UK distributor, The In Thing, is currently running an offer on Lil’Kinz. Customers can buy four nine-count CDUs of Lil’kinz for £35.64 meaning they receive 36 Lil’Kinz for 99p each, opposed

to the normal price is £17.91 per CDU. A TV campaign will run until June, with the highest expenditure hitting in March. The In Thing: 0845 365 3030

HERO PRODUCT

www.toynews-online.biz

Lego City Lego has partnered with NASA to celebrate the 30th anniversary of the Lego City space shuttle model…. LEGO CITY Space Shuttle will launch as part of a unique partnership between The Lego Group and NASA. The re-introduced Space Shuttle was first seen 30 years ago and the latest version includes an astronaut, opening cargo bay doors, Canadian arm and Hubble Space Telescope set to circle the earth. Lego City has established itself as one of the firm’s key product lines with six consecutive years of double-digit growth.

Lego City has established itself as one of the firm’s evergreen product lines.

Also in the range, the Lego City Space Centre set combines an iconic space rocket with satellite and launch pad, control centre, vehicles and four minifigures. Marketing material will also include facts about the vehicles to bring an educational perspective to the building experience. Both new products will be supported by an extensive PR campaign targeting national broadcast and online and national, children’s and parenting press.

Release dates: SPACE CENTRE – April 2011 SPACE SHUTTLE – April 2011 CONTACT DETAILS: Phone:01753 495000

The Space Centre combines a rocket with satellite and launch pad...

MARCH 2011

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01702 295110

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01837 53315

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■ Toy Suppliers Cartamundi

01268 511 522

Richard Edward

0208 311 8888

ESTABLISHED FOR 33 years, and a regular exhibitor at Spring Fair, Flying Toys recently launched its latest products at the NEC. With 19 fresh Silverlit items available for 2011, company directors David and Janine Rawlins were delighted to offer a new generation of advanced gyro helicopters, which represent a significant step forward for the innovative manufacturer, which began the indoor micro chopper craze in 2006. Further new Silverlit gyro helicopters include the Heli Blaster, which fires up to six rockets upon command and the

Sky Cam chopper that is able to take photos and video footage whilst in flight. Viewers of The Gadget Show will have already seen the Silverlit V-Jet, which transforms from a helicopter into an aeroplane during flight, on the show’s Christmas special. Similarly a selection of Silverlit flying toys were put through their paces, by the children on CITV’s Cool Stuff Collective. Customers can see what’s ‘taking off’ for 2011, together with all the latest product reviews published in the model press on the website: www.flyingtoys.com

Not only the UK’s specialist domestic distributor for Silverlit, Flying Toys additionally offers an exclusive collection of outdoor and pocket money products. The portfolio includes products from the world’s leading manufacturers including Quercetti, De Ruymbeke, White Wings, Lanard and the Kite Factory, which allow excellent margins for traditional model and toy shops, visitor centres, mail order catalogues and internet traders. Telephone David or Janine Rawlins for further details on: 01702 295110

NETWORK DISPLAY SUPPLIER/MANUFACTURER

01902 493 999 NETWORK DISPLAY is a rising star in the specialised retail POS market. In response to an increasing demand for display solutions, the firm was formed in 2010 as a new division of Network Packaging – one of the UK’s leading packaging distributors. Network Display specialises in bespoke point of sale and display packaging and has built on a legacy of 15 years of excellence in the packaging consumables and bespoke corrugated market.

To say that the increased usage of retail ready packaging and bespoke free-standing and counter top displays in the modern retail environment has been meteoric, would be understated. The use of incremental and often redundant floor and counter space to sell impulse and seasonally focused goods is now seen as core to the sales strategy of convenience, grocery and mass channel retailers in the UK.

Network Display has a unique approach and uses its experience in the corrugated industry to ensure that products are produced to the optimum specification, minimising cost and waste and maximising performance and life in-store. The firm believes these are the reasons that well-known names in the toy industry, including Bandai, use it for their display needs. By using a team of packaging industry award winning

designers, equipped with the latest design tools and AR CAD facilities, Network Display believes it can create some of the most innovative retail displays in the market. The firm’s manufacturing process uses specialised die cutting and the largest format screen printing and litho printing and laminating techniques available in Europe. For further details: www.networkdisplay.co.uk

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TOY TALK

Trunki and Flair bosses honoured, while a genuine Hollywood legend lends his support to the Cars 2 toy launch…

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

POLITICS AND toys. Never the twain, eh? Well, that all might be about to change if former Hasbro CEO Alan Hassenfeld makes a run for US Senate in his home state of Rhode Island in 2012. Not that he will be putting toys at the top of his legislative agenda. Hassenfeld said he’s been talking with those close to him and wants to consider how he can best help the state. Recently, he gave $10,000 to Rhode Island’s Moderate Party. Hassenfeld says he wishes the congressional delegation spent more time on the state’s problems. Of course, Hassenfeld is no stranger to the politics of the toy industry, most famously when fighting off a mouth watering $53 a share, $5.3 billion bid for Hasbro from Mattel in 1996 when he had to deploy every trick in the book to wage a vigorous media campaign to stress the possible negative ramifications of the mega-merger. If toys and politics are strange bedfellows, how about the increasing numbers of over 50s now using social networking sites? Some 400,000 British adults aged over 50 are using social networking sites from their mobile phones and are three times more likely to access social media sites than younger adults, according to new research. Many brands are focusing on younger demographics, but marketers are being advised that it would be sensible to focus on more mature mobile social networkers as well. As a group, mobile social networkers aged 50 plus have seen a 52 per cent increase in size in the last year, compared to a 48 per cent increase for mobile social networkers aged under 30. Just look at all the visitors who were roaming the aisles at Toy Fair glued to their smart phones, a fair few of whom were silver surfers it’s fair to say. The Toy Fair app that was available included useful stuff for visitors, but I’d put money on the suspicion that that wasn’t all they were using them for.

LAW LAUGHS LAST ROB LAW, creator of the Trunki brand (you know, the one the Dragon’s Den people broke and then rejected), has been awarded an MBE for Services to Business in the Honours List. Which kind of gives him the last laugh, doesn’t it? Magmatic - the company behind Trunki started trading in 2006. In just under five years, he has grown the business into a global success story, doubling turnover every year and is on track to turnover £5 million by quarter one of 2011. “I am hugely humbled to be recognised in the New Year’s honours list. 2010 was really a fantastic year for us: we launched five new products; struck a deal with one of the US’s biggest toy companies; picked up our 36th award - not to mention seeing 750,000 Trunki cases reaching 60-plus countries around the globe. What a journey,” he commented. Now employing 17 staff, Magmatic’s annual turnover is on track to hit £5m – double that of 2009/2010. In addition to Trunki, the company now designs and manufactures travel products including a dual backpackcum-car-booster seat; the world’s first ever multifunctional travel ToyBox; unique travel pillows that give total head support; and many more. Law concluded: “Britain’s design and business pedigree is already world class, so to be among those recognised at such a prominent level is truly an honour.”

FLAIR BOSS HONOURED ON THE subject of gongs, popular industry veteran Peter Brown, who started his career in 1966, is to be honoured with a lifetime achievement award by the British Toy and Hobby Association. Flair boss Brown will receive the honour on June 29th 2011 at the Industry Day at Great Fosters Hotel. “I am absolutely delighted to hear this great news and I am honoured that my peers should think I am worthy to receive this prestigious award,” said Brown. “The BTHA wishes to acknowledge the enormous contribution that Peter has made during his lifetime working in the toy industry,” said Christine Nicholls, chair of the BTHA. Brown took his first step in the industry at Palitoy, moving on to various companies including Tri-ang, Mettoy, Louis Marx, Byron Jardine, Westco, Tomy, Hasbro and today at Flair Leisure Products. The toy trade stalwart has been responsible for launching such well-known brands as Playmobil, Sylvanian Families and K’Nex.

MARCH 2011

TOY TALK

GET CARS 2 IT’S RARE that proper Hollywood royalty and the world of toys collide, but the one and only Michael Caine was at New York Toy Fair, joined by Emily Mortimer, to launch Disney’s new Cars 2 collection and reveal new film characters. The new toy range includes more than 300 toys, which were launched by Caine, voice of the new Cars 2 British agent, Finn McMissile and actress Emily Mortimer, voice of his spy-in-training, Holley Shiftwell.

My Favourite Things Janina Maciejewska, Category manager, toys and stationery, UK licensing, Disney

LOWE RETURNS DETERMINED DESTINATION London creator Rachel Lowe has returned with a new company called She Who Dares. After some cash flow problems created by delayed licences sent RTL under, she kept on going and has been rewarded for her persistence with an officially endorsed Destination London 2012 board game. It will feature venues, landmarks and tourist attractions which will be part of the Games and beyond. These will include the Velodrome, Aquatics Centre and the Olympic Village.

ALLAN ABEL TOY TRADE veteran and Fence Club member Allan Abel has passed away. The funeral service was held on February 6th, at Waltham Abbey Jewish Cemetery. Allan, who was 77, became a member of the Fence Club in 1986. He grew up in the East End of London and went to work for the Toy Company, I. Angel & Son which nurtured many people into the toy industry. He was there over 20 years becoming sales director and travelling extensively in the 1970’s with buying director Keith Segal, sourcing product in the Far East often being away for five to six weeks at a time. Following I. Angel & Sons he started Allan Abel Agencies. One of his main agencies was Illco which had a strong Sesame Street range. The firm became Tyco and were eventually bought by Mattel. He also had the Tara Toys agency for Barbie accessories in the 1980s and 90s.

KEEPON WINNING WOW STUFF’S new robotic toy, My Keepon, was awarded Best Science Toy at New York Toy Fair. The little dancing... err... blob has achieved four million views on YouTube and the firm believes will be a big cult success. As if that wasn’t enough, the firm’s other line of R/C flying toys, Airswimmers, won Best Overall Toy. Initial first orders for over 500,000 unit were taken in four days, says the company.

MARCH 2011

Favourite album: I think I would be too embarrassed to say as I’m a bit of an 80’s lover. -----------------------------------------------------------------Film: I have lots of favourites but I would say Shawshank Redemption, Invictus and Crash as well as loads of rom-coms. -----------------------------------------------------------------------------Book: Memoirs of A Geisha and The Help. -----------------------------------------------------------------------------TV programme: Spooks. I honestly want to be one. -----------------------------------------------------Magazine: Red Magazine. -----------------------------------------------------Holiday destination: Canada. ------------------------------------------------------Pet: I would absolutely love to have my own dolphin, but as I can’t it would have to a big chunky grey cat. -----------------------------------------------------------------------------Number one single when you were born: I don’t know. -----------------------------------------------------------------------------Heroes: David Attenborough. My geeky side is a love of wildlife. -----------------------------------------------------------------------------Way to spend a weekend: Little lie in, scrambled eggs on chunky bread, long country walk or mountain bike, home to red wine, warming dinner and a good natter. -----------------------------------------------------------------------------Game/toy: I am still a bit scarred about not ever having a Mr Frosty. My mum said I couldn’t have one as it would rot my teeth. --------------------------------------------------Tipple: Full-bodied red wine. ---------------------------------------------------Food: Asian. Especially Vietnamese. ----------------------------------------------------Piece of advice: Live every day as if it’s your last. Pack as much in as you can so you never have any regrets. ------------------------------------------------------------------------------

FEATURE PLANNER

APRIL 2011

MAY 2011

Boys’ market special Games and puzzles Kids’ magazines In April, we’ll bring you the lowdown of what’s hot in the boys’ sector for the coming months. We’ll also take you through what you should be thinking about stocking from the lucrative games and puzzles sector. Finally, we’ll look at the vast array of kids magazines on offer, so that toy firms can be sure their ads are in the right place and being seen by the right audience.

Editorial deadline: Call for details Advertising deadline: March 11th

Action vehicles (inc. R/C & diecast) Pre-school Large dolls Toymaster show special The latest introductions to the action vehicles sector will be previewed in the May issue of ToyNews, along with a rundown of the new additions to both the pre-school and large doll categories. Also in the May issue, will be a preview of the companies exhibiting at the May Toymaster show...

Editorial deadline: March 11th Advertising deadline: April 8th

FORTHCOMING EVENTS PLAYWORLD MIDDLE EAST March 7th - 9th Dubai International Convention and Exhibition Centre www.playworldme.com

AUSTRALIAN TOY HOBBY & NURSERY FAIR March 10th - 13th 2011 Melbourne Convention & Exhibition centre www.toyfair.com.au

TOY RUSSIA March 16th - 18th Crocus Expo, Moscow www.toy-russia.com

KAZACHOK LICENSING FORUM March 31st - April 1st La Halle Freyssinet, Paris www.forumlicence.kazachok.com

THE GADGET SHOW LIVE PROFESSIONAL April 12th 2011 NEC Birmingham www.gadgetshowlive.net

ABRIN TOY FAIR (BRAZIL) April 13th - 16th Expo Center Norte, São Paulo www.abrin.com.br

PLAY-ROOM AT THE PARK April 27th - 28th 2011 Cranmore Park, Solihull www.play-room.uk.com

TOY TRUST G.O.S.H. FUNDRAISER June 11th 2011 Rutland Water www.btha.co.uk/toytrust/

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

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

MARCH 2011

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 2011 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

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