ToyNews Issue 122 October 2011 by Intent Media (now Newbay Media Europe)

Issue 122

The toy industry’s highest circulation trade title

Exclusive media partner

THE HOME OF THOMAS

October 2011

ÂŠ 2011 Gullane (Thomas) Limited. A HIT Entertainment Company.

Samantha Loveday Editor

Contents

Samantha.loveday@intentmedia.co.uk

Katie Roberts Deputy Editor

REGULARS

Katie.Roberts@intentmedia.co.uk

News

Exclusive NPD analysis

Lewis Tyler Staff Writer

Media Tracker

Lewis.Tyler@intentmedia.co.uk

Appointments

Campaign of the Month

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

LICENSING

Suzanne Powles Production Manager

News

Head 2 Head: eOne vs Zodiak

NCP’s ambitious plans

Adam Butler Design

Children’s TV Special

Adam.Butler@intentmedia.co.uk

Suzanne.Powles@intentmedia.co.uk

COMPETITION

Jon Salisbury Contributor

42 This month, win Gundalian Invaders stock worth over £400

jon@wotkidzwant.com

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

FEATURES 18

2011: Industry Roundtable

BTHA Toy Retailer Awards 2011

Sector Guide: Electronic toys

Sector Guide: Wooden toys

RETAIL 69

News

Counter Insurgent

Dubit research

New Products

@toynewsonline

Editorial: 01992 535646 Advertising: 01992 535647

Intent Media is a member of the

AUDITED CIRCULATION: Average Net Circulation: 6,181 July 1st 2010 to June 30th 2011. www.toynews-online.biz ToyNews circulation is 18.2% higher than its closest competitor. ToyNews requested or paid for circulation is 14.4% higher than its closest competitor. ToyNews has 100% named circulation and 0% duplication.

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COMMENT ONE FOUR ALL

AS WE HEAD into the final quarter of the year, and the lead in to Christmas and 2012 toy show planning, there seems to be more than an air of cautious optimism about the business. Our roundtable in this month’s issue featuring executives from Mattel, Tomy, VTech, Vivid, Mega Brands and Rainbow Designs revealed that all were united in their confidence going forward. On top of this, new figures from NPD Eurotoys – revealed exclusively by us on page five – show that the UK toy market is more than holding its own against its immediate European neighbours. Our business is recording a four per cent growth in value for the first seven months of 2011 – in line with NPD’s expectations.

Our roundtable of industry execs revealed they were united in their confidence going forward. France and Germany are leading the way though, with seven and eight per cent growth respectively at the end of July. It’s a solid picture overall, especially considering some of the wider economic issues that we’ve all had to deal with this year. Beginning this month with Brand Licensing Europe, our super busy run in to the key trade fairs in Hong Kong, London and Nuremberg – as well as the increased importance on Spring Fair – is likely to boost our feelings of optimism even further. There’s nothing like seeing our industry in action to really appreciate just how good we are at what we do and how much everyone involved cares about the sector. Samantha Loveday Samantha.Loveday@intentmedia.co.uk

NEWS

Industry confident ahead of Q4 Despite struggling High Street sales, suppliers are bullish as they enter the all-important Christmas selling period... by Katie Roberts THE KEY PERIOD for the toy industry is set to see revenues increase, according to key suppliers. Talking to ToyNews, a number of key execs were united in their confidence for the fourth quarter. Erica Zubriski, senior marketing director, Mattel UK, said: “We are confident that we have a strong portfolio of brands as well as great

Assuming the weather is good to us, we believe we have the potential for some great sales. Joanne Gray, Tomy licences and some great innovative ‘wow’ products so we feel positive about the final quarter. We have strong marketing programmes that support all our brands so we are well placed for Christmas.” Many of the companies had key lines they hoped would buoy sales. Mary Price, Mega Brand’s UK and international commercial and marketing director, commented:

Top row (from left): Rainbow Designs’ Anthony Temple, Vivid’s Emma Weber, Mattel’s Erica Zubriski; Bottom: VTech’s Graham Canning, Tomy’s Joanne Gray and Mega’s Mary Price

“Halo continues to exceed expectations and our new Need For Speed range has had a excellent start. “The success of mini figures has been phenomenal and we continue to do really well with our range of mini figures – Halo, Hello Kitty, etc.” Vivid is also depending on standout products to make it onto the Christmas wish list. Marketing and

licensing director, Emma Weber, said: “Vivid have a broad portfolio and first reads for the new A/W ranges show that our power brands are set to grow including Moshi Monsters, Crayola, Animagic and new preschool brands, Little Charley Bear and Everything’s Rosie.” Many companies were hit by bad weather last year, but it hasn’t

dampened spirits at Tomy. Joanne Gray, head of European marketing, explained: “We’re hopeful of a strong Q4, we just hope we don’t get that early snow again this year, as that really did cause chaos. “Assuming the weather is good to us, we believe we have the potential for some great sales – early reads already indicate that GX Buggy is going to be a hot toy for boys this year and for girls Pinypon and Teacup Piggies have the potential to be at the top of the Christmas list.” VTech has marketing in place to put its product front of mind. Graham Canning, sales director, said: “VTech has a big TV campaign in Q4, the most we have ever run in the UK. InnoTab, the new learning app tablet for children, is just hitting the shelves and first sale reads are excellent. So we are confident of another good Christmas.” Anthony Temple, MD, Rainbow Designs, concluded: “We expect trading conditions to continue to be difficult, however we are confident that we will meet our Q4 targets.” To read more about the industry’s views on the year so far, emerging trends, marketing and more, turn to the feature on p18-19.

Toy Fair 2012 stands sell out New Sky 1 show to feature toys

by Samantha Loveday NEXT YEAR’S Toy Fair has already sold out – 16 weeks before the show starts, and four weeks ahead of 2011. The fair takes place between January 24th and 26th 2012 at London Olympia’s Grand and West Halls. 189 companies will be on the showfloor, including 35 first time exhibitors, 33 firms in the Greenhouse section, 14 with bigger stands than before and four returning to Toy Fair after time away. “It’s incredible that Toy Fair has, once again, sold out earlier in the year,” said Simon Pilling, head of Toy Fair operations and sales. “Come OCTOBER 2011

January the Grand and West Halls of Olympia will be jam packed with exciting, innovative and creative new toys, games and hobbies from manufacturers big and small.” Newcomers for 2012 include 50 Fifty Gifts, Fulanitos, Kiddimoto,

Posh Paws, RMS, Spearmark and Zeon, to name just a few. Companies still interested in exhibiting are being invited to join the waiting list by contacting Pilling at the BTHA on 020 7701 7127 or emailing simon@btha.co.uk.

A NEW gadget show with a dedicated toy segment is to launch on Sky 1 in early 2012. Gadget Geeks will comprise of 12 one-hour episodes, each featuring gadget-like toys in dedicated items around eight minutes long. The main body will feature experts addressing gadget and technology-based enquiries. Gadget Geeks is made by Bullseye Productions, a Zodiak Media Group company. Bullseye: 020 3189 3500

NEWS

www.toynews-online.biz

NPD: UK holding its own with European neighbours 2011 growth on track for four per cent France and Germany top league, but Southern Europe is cautious... by Samantha Loveday THE UK toy market is holding its own among its immediate neighbours in Europe so far this year, according to NPD Eurotoys. The UK toy market is recording a four per cent growth in value in the first seven months of 2011, which represent 37 per cent of annual sales. This is in line with NPD’s expectations and its forecast remains at four per cent growth for the year. Meanwhile, NPD has noticed that Southern Europe is seeing negative trends to date (Italy, Spain and Portugal), while France and Germany top the league with seven per cent and eight per cent growth respectively at the end of July. Southern Europe is cautious about year-end prospects at the moment, and NPD expects them to be down

A closer look highlights the strength of the eight to 11 years kids market, up 23 per cent.

NPD’s Frédérique Tutt expects pre-school to see stronger sales this Christmas...

Frédérique Tutt, NPD by one per cent, while France and Germany remain optimistic, with five per cent for both. Back to the UK, and the key drivers have been arts and crafts, building sets, dolls and plush. “A closer look at sales demographics highlights the strength of the eight to 11 year old kids market, which is up 23

per cent versus the first half of 2010,” Frédérique Tutt, European analyst at NPD Eurotoys, told ToyNews. “Obviously, this is excellent news for the industry and can be explained by the launch or relaunch of some exciting new concepts appealing to older age groups such as Nerf, Beyblade, Monster High and Lego Ninjago, and the excellent performance of some perennials such as Star Wars, Barbie, Crayola and Lego System.” Tutt also said NPD expects preschool and especially pre-school electronic learning toys to see stronger sales in the run up to Christmas, thanks to high profile launches from VTech and LeapFrog. NPD: 01932 355580

Flair boosted by promotions Nuremberg gearing up to attract UK companies THE GIOCHI Preziosi Group has announced a number of changes within the UK subsidiary. Dario Berté and Oddone Pozzi, joint CEO’s of the Giochi Preziosi Group, confirmed the appointment of Peter Brown as chairman of Flair; while Simon Hedge is promoted to senior VP, sales and marketing. Berté and Pozzi jointly commented: “Following another record year at Flair, we are pleased to confirm these management changes which will reflect both the current and future requirements of our fast expanding UK subsidiary.” Peter Brown added: “Simon and I welcome the challenges that our new positions hold and look forward to

Peter Brown (second left) and Simon Hedge (second right) with Giochi CEOs

taking GP Flair onto the next stage of its development and achieving new goals for the company. “We have a strong and growing team that is well equipped to help us achieve these objectives and we believe that there are many exciting times ahead of us.” Flair: 0208 8804 0563

PLANNING FOR 2012 trade fair season is well and truly underway, with the organisers of the Spielwarenmesse Toy Fair keen to remind UK firms that it is well worth a visit. The 2011 show saw 2,683 exhibitors from 63 countries, including 151 from the UK. It welcomed 79,243 from 114 countries, with 1,962 from the UK. The 2012 event will begin a day earlier, on the Wednesday, with the show running from February 1st to 6th, which will give UK attendees more workdays in a row for visiting.

“The range of visitors and products at Spielwarenmesse 2012 is unique; a third of our 80,000 visitors only attend Nuremberg,” explained a spokesperson. Those interested in attending should contact PattExpo on 020 8332 0412 or info@pattexpo.com.

NPD RESEARCH

Retail Sales Trends

Properties

Summer break sees boost for outdoor lines THE TRADITIONAL toy market in the UK grew four per cent in value YTD July, with the average price driving growth – £5.64 in July 2011 compared to £4.75 in July 2010. However, unit sales remained down due to the high volume of World Cup stickers sold last year. The month was the start of the school summer holidays and with the weather stronger this year than last, the outdoor and sports toys category was the fastest growing, up 21 per cent in value. The biggest property in outdoor was Nerf, which was number five across total toys year to date, having sold £8m in the last seven months. The second largest growth in July came from the vehicles category, which was up 16 per cent. The launch of Cars 2 at cinemas in midJuly was a big driver of the category. Cars accounted for seven of the top ten best selling items in July, with the top selling item the Cars 2 Character Assortment. Other vehicle properties also grew with Tech Deck

and Matchbox increasing sales, and Hot Wheels remaining popular. While Cars was the number one property across the total toy market for July, Transformers continued to sell and was ranked number two for the month. A year after Toy Story 3’s release, the property remained extremely popular with children and was the number one brand year to date across total toys and just behind Transformers for July, proving that some properties have longer life outside of film releases. “Cars has proved to be the hit of the summer – at least as far as toy merchandise is concerned with over 40 licensees providing toys,”

Sales

Average price

UK toy sales (value, year to date)

YTD 2010

YTD 2011

Source: NPD

OCTOBER 2011

Top 5 properties July 2011 1. CARS 2. TRANSFORMERS 3. TOY STORY 4. STAR WARS 5. CRAYOLA

Best property progression July 2011

Lego Pharaohs Quest The Egyptian themed property grew steadily, moving from 74 in June to 52 in July...

July 10:

£4.75

Cars has proved to be the hit of the summer – at least as far as merchandise for toys is concerned.

Best item progression July 2011

commented Jez Fraser-Hook, director of NPD Group’s toy business in the UK. “The final quarter of the year has always been the most valuable for the toy market and a successful key licence for this period could help determine the total market overall performance for the year.”

July 11: £5.64

Cars 2 Secret Attack Finn (Mattel) Following the success of the Disney Pixar film, the product sped up the charts from 493 up to 30...

NPD RESEARCH

www.toynews-online.biz

Retail Sales Trends UK JULY 2011 (£ SALES - VALUE) 1

CARS 2 CHARACTER ASSORTMENT

MINIFIGURES

SMART TRIKE PLUS PRIMARY COLOURS

MOSHI MONSTERS MOSHLING FIGURES

MOSHI MONSTERS MASH UP TRADING CARD GAME

CRAYOLA SUPER TIPS BRIGHT 12

UK JULY 2011 (UNIT SALES - VOLUME)

STAR WARS TROOPER BATTLE PACK

TRANSFORMERS 3 MECH TECH DELUXE ASSORTMENT

KIDIZOOM DIGITAL CAMERA

LITTLE TIKES COZY COUPE 30TH ANNIVERSARY EDITION

MATTEL

MOSHI MONSTERS MASH UP TRADING CARD GAME

LEGO

MINIFIGURES

MOOKIE

HOT WHEELS BASIC CAR ASSORTMENT

MATTEL

VIVID

CARS 2 CHARACTER ASSORTMENT

MATTEL

TOPPS

CRAYOLA SUPER TIPS BRIGHT 12

VIVID

MOSHI BLIND BAG

VIVID

LEGO

MATCH ATTAX 2010/2011 PACKETS

HASBRO

12 COLOURED PENCILS

VTECH

LLN8 SELLO SUPERCLEAR 1BX25

MOSHI MONSTERS MOSHLING FIGURES

MGA

UK YEAR TO DATE (£ SALES - VALUE)

TOPPS VIVID HENKEL CONSUMER ADHESIVE

MINIFIGURES

LEGO

MINIFIGURES

STAR WARS TROOPER BATTLE PACK

LEGO

MOSHI MONSTERS MASH UP TRADING CARD GAME

SMART TRIKE PLUS PRIMARY COLOURS

MOOKIE

MATCH ATTAX 2010/2011 PACKETS

BEN 10 ULTIMATE ALIEN 10CM ASSORTMENT

BANDAI

HOT WHEELS BASIC CAR ASSORTMENT

KIDIZOOM DIGITAL CAMERA

BEYBLADES BATTLE TOP ASSORTMENT

VIVID

UK YEAR TO DATE (UNIT SALES - VOLUME)

TOPPS

VTECH

CRAYOLA SUPER TIPS BRIGHT 12

HASBRO

BEN 10 ULTIMATE ALIEN 10CM ASSORTMENT

NINJAGO SPINNER WAVE 1 2011

LEGO

HALO WARS HERO ASSORTMENT

LITTLE TIKES COZY COUPE 30TH ANNIVERSARY EDITION

MGA

MOSHI MONSTERS BLIND BAG

BAKUGAN STARTER PACK

SPIN MASTER

HALO WARS HERO ASSORTMENT

HOT WHEELS BASIC CAR ASSORTMENT

MATCHBOX 1:75 MINATURES

MATTEL

LEGO TOPPS TOPPS MATTEL VIVID BANDAI MEGA BRANDS VIVID MEGA BRANDS MATTEL

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

NPD Eurotoys is the Number 1 information provider for Market Research to the Toy Industry in Europe Contact: NPD Eurotoys UK, Rosemount House, Rosemount Avenue West Byfleet, Surrey, KT14 6LB. 01932 355 580

STATS

Media tracker CARS THE MOVIE SALES BY SUPERCATEGORY %

Behind THE SCREEN By Bobi Carley THE PAST few years has seen not only consistent growth among dedicated kids channels viewing, it has also seen dramatic changes in viewing habits. Audiences are becoming increasingly demanding in what they watch and how they watch it, and the marketplace is fast-paced and exciting, yet also competitive and challenging. At Disney, we seek to address these landscape shifts by creating engaging content and co-viewing experiences the whole family can share in, either collectively or individually. Through Disney Channel, Disney XD and Disney Junior we are crossing platforms and reaching out to our audiences as never before. This is mirrored in how Disneymedia+, our marketing and promotions solutions arm, works, creating campaigns for trusted partners which cover the breadth of platforms across the 39 industries we operate in – from TV to online, mobile, Disney Stores – to engage with audiences on a more meaningful level. In recent years, we have found that children are often supplementing their viewing with other technologies to really maximise the level of entertainment. TV, for example, is used as the default choice and other technologies – such as mobile phones, laptops and games consoles – fill in the breaks. Online and social networking has also risen, with children using it to interact with their friends while viewing. On average, children aged three to ten years are spending 23 minutes online every day. We’re seeing the younger children playing games or visiting their favourite TV channel websites whilst the older demographic are largely using online for gaming and homework. We know the importance of taking the content beyond the television

OCTOBER 2011

screen and connecting with audiences both online and offline, and are enjoying some great successes. Disney XD was only launched two years ago and is the fastest growing non pre-school kids’ channel year-onyear. New programmes on the channel such as Kickin’ It and Pair of Kings and favourites like Phineas and Ferb are proving to be a hit amongst young male viewers who are craving fresh content, from action and adventure to comedy. Shake It Up enjoyed the second best ever live action launch for Disney Channel UK whilst over on Disney Junior, which was launched only four

TV is the default choice and other technologies – such as mobile phones and games consoles – fill in the breaks. months ago, Jake and the Never Land Pirates is delighting younger viewers with its tales of adventures on the high seas and during the summer holidays, ratings were increased by 50 per cent (Source: BARB/ Advantedge). Through these three channels and Disney Cinemagic, our portfolio of brands now covers all ages of children and their families. We are constantly aiming to provide viewers with what they want, when they want, and we seek to offer content which not only resonates and enriches but stretches across all platforms. Bobi Carley is commercial director at The Walt Disney Company UK and Ireland.

YTD JUL 2011

VEHICLES

58.5

BUILDING SETS

8.9

OUTDOOR & SPORTS TOYS

8.0

INFANT/PRE-SCHOOL

7.3

ALL OTHER TOYS

6.6

GAMES/PUZZLES

4.7

ARTS & CRAFTS

2.7

YOUTH ELECTRONICS

2.7

PLUSH

0.5

DOLLS

0.1

TOTAL TOY STORY

100.0

Cars has sold over £6.8m YTD July 2010 and was the number one property within the toy market for July, accounting for 3.1 per cent of total toys after the launch of Cars 2 at the cinema (NPD EPoS Service). While the vehicles category accounts for the majority of sales, the Cars licence is also in nine other supercategories with action figures the only area to not feature it.

SOURCE: NPD

MARKET VALUE YEAR TO DATE (JULY)

2010 2011 £300M

£225M

£150M £75M

£0

£379.8m SOURCE: NPD

£394.9m

STATS

www.toynews-online.biz

Bobi Carley, commercial director at The Walt Disney Company UK & Ireland examines the TV marketplace; toy market value; top licensed toys and comparative market data on entertainment products…

0.1% 0.5% 2.7% 2.7%

Vehicles Building Sets Outdoor & Sports Toys Infant/Preschool

4.7%

All other toys Games/Puzzles Arts & Crafts

6.6%

58.5%

Youth Electronics Plush

7.3%

Dolls

8.0% 8.9%

TOP CARS ITEMS SALES BASED ON VALUE JULY 2011

TOP CARS ITEMS SALES BASED ON UNITS JULY 2011

CARS 2 CHARACTER ASSORTMENT

MATTEL

CARS 2 CHARACTER ASSORTMENT

CARS 2 CHARACTER LIGHTS ASSORTMENT

MATTEL

DISNEY-PIXAR CARS 2 TRADING CARD GAME

CARS 2 SECRET SPY ATTACK FINN MCMISSILE

MATTEL

CARS 2 CHARACTER LIGHTS ASSORTMENT

CARS 2 CHARACTER 2 PACK ASSORTMENT

MATTEL

CARS RADIATOR SPRINGS

LEGO

CLASSIC MATER

LEGO

CARS RADIATOR SPRINGS CARS 2 SIDDLEY THE SPY JET CARS 2 RC LIGHTNING MCQUEEN CLASSIC MATER CARS 2 MONOPOLY CARS 2 LIGHTS AND SOUNDS VEHICLE SOURCE: INPD

LEGO MATTEL SIMBA SMOBY LEGO HASBRO MATTEL

MATTEL TOPPS MATTEL

CARS 2 CHARACTER 2 PACK ASSORTMENT

MATTEL

CARS CHARACTER ASSORTMENT

MATTEL

DISNEY CARS 2 STARTER PACK CARS YO YO CARS TRUCK AND TRAILER ASSORTMENT

PANINI HTI MATTEL

SOURCE: INPD OCTOBER 2011

APPOINTMENTS

INDUSTRY MOVES Toymaster welcomes a new member to the board, Re:creation picks up two, Pattni hires a marketing man, Andy Mooney leaves DCP after 11 years and BBTradesales hires a TV gadget girl, plus moves at Rainbow Designs and Jakks Pacific... FROM LEFT: Joanna Airey of Rainbow Designs; Samantha Eversfield, senior national account manager at Re:creation; and BBTradesales’ Ella Williamson...

Julian Harfield of the Uckfield-based indie Kid’s Stuff has been appointed to Toymaster’s board of directors. The new recruit will be placed before the shareholders for their approval at the 2012 Annual General Meeting in Harrogate, which will be held on May 23rd at the Toymaster 2012 show. Ciaran Fitzpatrick, chairman of Toymaster, commented: “Julian’s appointment will further strengthen the Toymaster Board. I hope you will all join me in supporting Julian’s appointment and wish him every success in serving the members of Toymaster in the future.” Rainbow Designs has reacted to its recent expansion in the north of the UK, appointing Joanne Airey as national account manager in the area. She has previously held roles including territory sales manager at Russ Berrie and for Depesche. Airey will now work on Rainbow’s portfolio of brands which includes Miffy, The Gruffalo, The World of Eric Carle, Wibbly Pig, Stripy Horse and Elmer among others. Commenting on her new role, Airey said: “I am delighted to have

joined Rainbow Designs. Working with national accounts is extremely rewarding and something I have always wanted to do. “It’s great to be part of a company with such a strong heritage.” Samantha Eversfield has joined Re:creation as senior national account manager, focusing on its strategy for key nationals and the independent trade. Eversfield began her career at RC2 over nine years ago, and has since enjoyed spells with VTech and Tomy. Meanwhile, Steve Meinhold has taken on the role of telesales key account executive. He has held various roles in the sporting and retail industry over the past 14 years, including with Harrods, Cycles UK and WaterRower. Novelty gift and toy supplier BBTradesales welcomes Andrew Lamb as its new national account manager. Joining from the gift and gadget firm Mustard, Lamb will work with customers in the UK and European territories. Ella Williamson from online retailer I Want One of Those and BBC2’s Something for the Weekend joins the

firm’s marketing team. Williamson said: “I’m really enjoying my new role and I’m surrounded by cool toys and gadgets. It is great to be able to experience the industry from the supplier side and really get stuck in with creating entirely new products.” BBTradesales has made a significant investment in product design and development as it looks to expand its toy offering in 2012. Michael Narayan has joined Pattni Imaginations, the maker of the forthcoming football action figures, Match Stars. Narayan is a De Montfort University graduate and previously held a senior marketing role with software provider i-nexus. He will play a vital role in promoting the impending launch of Match Stars. Speaking about his new recruit, Pattni Imaginations MD Mayur Pattni, said: “Michael will be able to use his wealth of knowledge and experience in the marketing sector to build on the popularity and anticipation that is surrounding both Match Stars and our new Rocky line.” In the US, Jack McGrath has been promoted to the role of chief

creative officer at Jakks Pacific. McGrath takes over from Stephen Berman, who will remain at the company as CEO. McGrath, a 15-year veteran of the toy industry, joined Jakks Pacific in 1999 as vice president of marketing and product development, moving up to senior vice president of operations in 2000 and then executive vice president of operations in 2008. Andy Mooney has resigned from his post as chairman of Disney Consumer Products, after almost 12 years with the company. In an email sent to DCP employees, Mooney said: “After 30 years contributing to the success of two of the world’s most valuable brands in Disney and Nike, I believe this is the perfect time to take that experience into a leadership role with another organisation and corporate boards. What I will miss the most and what I will always treasure is the experience to have worked with such a talented group of people at DCP.” Robert Chapek has been named as the new president of Disney Consumer Products. He was president of distribution for The Walt Disney Studios.

l p re s c h o o l a b o l g d e t a s e ri r p es To International Success Broadcast in 150 countrie s 52 episodes currently available Series 3 (26x 11’) in productio n

NO.1 IN UK, SPAIN AND ITALY

MULTI-TERRITORY M&L ROLL OUT FROM JULY 2011

Broadcasters Include:

Over 30 licensees in UK and Spain including:

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UK:

TV,Portugal Canal Panda, USA - PBS Hispanic

Aykroyd & TDP, Blues Clothing, Egmont UK, HTI, Jumbo Games, NBC Universal, Pedigree Books, Trade Mark Collections, Vogue

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International, Worlds Apart, Brand International Group, Vivid Toy

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Group, VMC Accessories, Zap

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SPAIN: Astro, Claudio Reig, CYP, Giochi Preziosi Group, IMC, SAFTA, STOR

Discover more at the V&S Stand C030 at BLE in London and at Stand R28:13 at MIPCOM in Cannes

CAMPAIGN OF THE MONTH

Barbie Princess Charm School Mattel A heavyweight TV campaign, sponsorship on This Morning, a press drive, branded taxis, a fresh website and a new brand ambassador are in line to support the release of the latest Barbie movie and the accompanying toy lineâ&#x20AC;Ś THE RELEASE of the tenth Barbie movie, Barbie Princess Charm School, and the toy range are being supported by marketing both on and offline in a comprehensive campaign. Barbie movies are now distributed in 82 countries and have high engagement levels with girls, as research shows that each DVD is viewed on average ten times. TV A heavyweight TV advertising campaign over two months, will bring the toys to the screens of girls aged four to nine, while a high profile This Morning sponsorship will also support toy product from the movie. PR A girls press campaign will target key titles for both older and younger girls in the lead up to Christmas, with themed fashion spreads and competitions bringing the property to life. ONLINE The movie property also has a high impact online presence with a dedicated website including games, personalised assets and rich media content: www.barbie.com/princess-charm-school. OTHER PROMOTIONAL ACTIVITY Branded Princess Charm School taxis have been placed at key retailers across the UK. The taxis feature in-built photo booths where girls try on fancy dress princess outfits and take away an instant branded photo. Renowned etiquette coach, Liz Brewer, has been established as brand ambassador for the launch of Barbie Princess Charm School, offering advice to girls across the country as to how to behave like a princess, tapping into topical interest following the Royal Wedding. OCTOBER 2011

In Touch with Toys!

Be inspired! By classics and by countless new products from the world of toys. By market leaders and by refreshing newcomers, many of whom you only ﬁnd in Nuremberg. By insider knowledge and by established recipes for success. Find the toys your customers will love. At the Spielwarenmesse International Toy Fair Nürnberg – for the ﬁrst time from Wednesday to Monday, 1 – 6 February 2012.

For trade visitors only! www.toyfair.de · PattExpo Ltd. · Tel. +44 (20) 8332 0412 · info@pattexpo.com

New Start: Wednesday!

AIRTIME STATISTICS

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

SHOWS ACROSS ALL TIMES AUGUST 11 1

SHOWS ACROSS ALL TIMES YTD AUGUST 11

CHANNEL

TITLE/DESCRIPTION

TVR

CBBC

TRACY BEAKER RETURNS

2.60

2 CBBC

WHAT’S NEW SCOOBY-DOO?

OOOs

AIRINGS

220

CHANNEL

TITLE/DESCRIPTION

TVR

CITV/ITV HORRID HENRY’S MOVIE MAYHEM 1.40

OOOs

AIRINGS

121

184

2.10

179

2 CBBC

NEWSROUND BULLETIN

3 CITV/ITV PHINEAS AND FERB

1.20

105

3 CBBC

SCOOBY-DOO! MYSTERY INCORPORATED 1.70

148

4 CITV/ITV SPONGEBOB SQUAREPANTS

1.30

113

4 CITV/ITV PHINEAS AND FERB

1.70

144

5 CBBC

SCOOBY-DOO! MYSTERY INCORPORATED 1.70

144

5 CBBC

1.90

162

6 CBBC

HORRIBLE HISTORIES: GORY GAMES 1.70

149

6 CITV/ITV SPONGEBOB SQUAREPANTS

1.60

130

7 CBBC

MI HIGH

1.90

164

7 CBBC

2.20

187

8 CBBC

THE STORY OF TRACY BEAKER

0.90

8 CITV/ITV HORRID HENRY

1.40

120

9 CBBC

DANI’S HOUSE

2.00

168

9 CBEEBIES LOUIE

0.50

10 CBBC

SPLATALOT

1.90

160

10 CBBC

1.60

138

COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) AUGUST 11 CHANNEL

TITLE/DESCRIPTION

TVR

CITV/ITV PHINEAS AND FERB

PET SQUAD SPLATALOT

WHAT’S NEW SCOOBY-DOO?

2.20

COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) YTD AUGUST 11

OOOs

AIRINGS

CHANNEL

TITLE/DESCRIPTION

TVR

OOOs

AIRINGS

121

1.20

105

2 CITV/ITV SPONGEBOB SQUAREPANTS

1.30

113

2 CITV/ITV PHINEAS AND FERB

1.70

144

3 CITV/ITV OLLY THE LITTLE WHITE VAN

0.20

3 CITV/ITV SPONGEBOB SQUAREPANTS

1.60

130

4 CITV/ITV JUNGLE JUNCTION

0.20

4 CITV/ITV HORRID HENRY

1.40

120

5 CITV/ITV MICKEY MOUSE CLUBHOUSE

0.20

5 DISNEY

0.30

6 CITV/ITV SUPERNORMAL

0.50

6 CITV/ITV HANDY MANNY

0.20

7 CITV/ITV TATI’S HOUSE

0.40

7 CITV/ITV CURIOUS GEORGE

0.40

8 DISNEY

SUITE LIFE ON DECK: LOST AT SEA

CITV/ITV HORRID HENRY’S MOVIE MAYHEM 1.40

BABAR AND BADOU

1.20

103

8 CITV/ITV SUITE LIFE ON DECK: TWISTER

2.10

177

9 CITV/ITV ANNABEL’S KITCHEN

0.30

9 CITV/ITV

0.90

10 ITV1

0.70

10 CITV/ITV THE HIVE

0.20

PHINEAS AND FERB

SOURCE: INFOSYS/BARB.

OCTOBER 2011

THE AVENGERS: EARTH’S MIGHTIEST HEROES

NOTE: THESE CHARTS ARE BASED ON AVERAGE PERFORMANCE

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FEATURE: INDUSTRY ROUND TABLE

2011: The year so far

As we enter the all-important fourth quarter, Katie Roberts chatted to execs from key UK toy suppliers to find out how 2011 has been so far, hopes for the future, the retail landscape, emerging trends, marketing campaigns and lots more… THOSE OFFERING opinions were Mary Price, Mega Brands UK and international commercial and marketing director; Erica Zubriski, senior marketing director, Mattel UK; Emma Weber, marketing and licensing director, Vivid; Joanne Gray, head of European marketing, Tomy; Graham Canning, sales director, VTech UK and Anthony Temple, MD, Rainbow Designs. How has 2011 been for your company and the industry so far? Joanne Gray: There is no denying it is tough out there, but we were fortunate to benefit from strong Harry Potter sales this summer, to coincide with the final movie back in July and the good news is that the key lines are continuing to sell well. Emma Weber: 2011 has been a fantastic year for Vivid Imaginations, we have seen continued growth and July NPD shows Vivid climbing the chart and ranked as the number four toy firm. Erica Zubriski: We have seen 2011 get off to a good start. We have a strong portfolio of brands as well as some great licences. The industry as a whole is having some challenges in this economic environment. The increase of VAT and inflation has added pressure. During these times, the consumer continues to look for tried and tested brands. Anthony Temple: This has been a tough year for everyone in the toy industry, but we do appear to be ahead of the trend. OCTOBER 2011

In the lead up to Christmas, how confident are you about sales? What are your expectations for Q4? Temple: We expect trading conditions to continue to be difficult, however we are confident that we will meet our Q4 targets. Graham Canning: VTech has a big TV campaign in Q4, the most we have ever run in the UK. InnoTab, the new learning app tablet for children, is just hitting the shelves and first sale reads are excellent. So we are confident of another good Christmas.

How has the retail landscape changed over the past few years? Zubriski: It’s always an evolving landscape. As technology comes more common place the way the consumer shops changes. We continue to use our consumer insights and all the research that we do around consumer behaviour, to help us develop our retail strategies. Working with all our retail partners, we make sure we leverage this

The ex Woolworths business has not gone to one retailer in particular, moreover, everyone has grown, be they toy specialists, mixed retailers, grocers, independents or online. Gray: We’re hopeful of a strong Q4, we just hope we don’t get that early snow again this year, as that really did cause chaos, impacting both footfall in stores and retailer’s ability to get product from distribution centres onto shelves. Assuming the weather is good to us, we believe we have the potential for some great sales. Early reads already indicate that GX Buggy is going to be a hot toy for boys this year and for girls, Pinypon and Teacup Piggies have the potential to be at the top of the Christmas list.

knowledge to have the right mix of product for their consumer. Mary Price: I hold Woolworths in a special place in my heart as I was the buying manager for toys for a number of years. Putting nostalgia to one side, the toy industry as a whole has continued to grow sales year on year. The ex Woolworths business has not gone to one retailer in particular, moreover, everyone has grown, be they toy specialists, mixed retailers, grocers, independents, online, etc. Gray: The ability of Woolworths to shift large volumes of toys was unquestionable, but as with

everything, changes lead to new opportunities and as such the retail landscape has been transformed. The indies are certainly benefitting, with High Street consumers returning to their local toy stores which is great and we are seeing some really strong growth within this sector. The grocers have picked up a lot of business and are continuing to grow their share of toys, but they are limited SKU operators, so it is about focusing on the big volume drivers and sought after products. The online retailers on the other hand have the ability to stock much vaster ranges which has proved beneficial. Are you using social media as part of your marketing? Do you think it’s a useful tool or a passing fad? Zubriski: Social media is becoming an important part of the marketing mix. It can be a powerful tool when used appropriately to engage consumers and help drive awareness. Temple: It is certainly not a passing fad, but still a niche part of the marketing mix. It is one that we and other innovative companies are in the process of developing.

FEATURE: INDUSTRY ROUND TABLE

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Canning: Electronic learning is +14 per cent (July YTD, NPD). Bath toys, where we have brought electronic innovation is +19 per cent (July YTD, NPD) and pre-school electronic learning is +24 per cent (July YTD, NPD). How has the new toy safety directive affected your business? Gray: There have been some significant changes that the toy safety directive has put in place, which has and will affect our business going forward; but thankfully at Tomy, our product integrity team are so ahead of the game and have been putting the appropriate measures in place for some time to ensure we comply to all the new regulations, which means it has not been a last minute panic. Temple: It has significantly increased the cost of product development and introduction. There is also a further layer of an administrative burden.

Price: Social media has proved to be a very useful part of our communications programme. Not only has it provided a platform for us to talk directly to mums and dads, show new products and raise awareness of our brand, but we have also been able to get crucial insight and feedback too. What are the key trends emerging? Weber: Moshi Monsters. It is so refreshing to see an online world capture the hearts and minds of such a broad spectrum of children. Price: Construction toys continue to do very well. Mini figures continue to sell in their droves and new properties such as Moshi Monsters are hot.

Where do you see the majority of growth coming from going forward? Canning: Our strategy is to grow in new categories. We plan to expand into vehicles, arts and crafts and outdoor toys over the coming years. Price: We are targeting big growth for our European market however the UK is the largest slice of the pie, so we have aggressive growth plans for our domestic business. Weber: Vivid’s growth will certainly continue in the UK as well as a key strategic focus internationally, having successfully set up our offices in France and Germany and we continue to work on new international ventures. Gray: We have high growth expectations over the coming years, which we anticipate will be driven by sales growth across the globe. Temple: We see our growth coming from both international and UKbased markets.

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“This has been a tough year for everyone in the toy industry, however we do appear to be ahead of the trend.” Anthony Temple, Rainbow Designs

“We’ve seen continued growth and July NPD shows Vivid climbing the chart and ranked as the number four toy company.” Emma Weber, Vivid Imaginations

“The consumer continues to look for tried and tested brands that they feel will offer their child play value, plus economic value.” Erica Zubriski, Mattel

“Our strategy is to grow in new categories. We plan to expand into vehicles, arts and crafts and outdoor toys in coming years.” Graham Canning, VTech UK

“Consumers are returning to their local toy stores, which is great, and we are seeing some strong growth in this sector.” Joanne Gray, Tomy

“Social media has provided a platform for us to talk directly to mums and dads, and get crucial feedback and insight.” Mary Price, Mega Brands

MR TURNER MAKES EXCEEDINGLY GOOD TOY CAMPAIGNS HAVE YOUR CAKE AND EAT IT – ADVERTISE ON OUR CHANNELS. IT’S EASY AND EFFECTIVE FOR BUDGETS BIG OR SMALL.

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Dedicated monthly licensing coverage for the UK

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Entertainment One’s head of global licensing, Andrew Carley, and Jennifer Lawlor, SVP strategy and planning, consumer products (UK) at Zodiak Rights quiz each other on pre-school, super yachts and social media...

We speak to NCP’s new boss, Mark Kingston, about the firm’s ambitious plans going forward...

Not sure where to place your TV ad spend? Check out our guide to the key children’s channels...

LICENSINGNEWS

Toy firms celebrate Licensing Awards success Underground Toys, Smiffy’s and Inspirationworks among the big winners at the industry’s annual ceremony... by Katie Roberts INSPIRATIONWORKS, Underground Toys and Smiffy’s were among the firms picking up accolades at this year’s Licensing Awards. Over 1,300 execs gathered for the annual ceremony at The Great Room at Grosvenor House Hotel, hosted by The Inbetweeners star, Greg Davis. Underground Toys scooped the Best Licensed Toy or Game award for its Star Wars Talking Plush line. Smiffy’s was awarded the Best Licensed Dress-up or Party Range for its Sesame Street Dress-up costumes and Inspirationworks was recognised for its Peppa Pig Electronic Learning range in the Best Licensed Written, Listening or Learning Range.

Wow Stuff’s MD, Richard North, successfully outbid competition to win the Turner £10k sponsorship package, for £8,000, which will be donated to The Light Fund. Other winners outside of the toy sector included GB eye (Best Licensed Paper Products or Stationery), Raleigh (Best Licensed Brand), The Monster Factory (The Innovation Award), Asda (Best Preschool Retailer), John Lewis (Best Brands Retailer), Fireman Sam (Best Pre-school Property), Ben 10 (Best Schoolers/Tween or Teen Property), JLS (Best Celebrity Property) and Star Wars (Best Classic Property). Ian Hyder, director of The Licensing Awards, said: “The Licensing Awards was the

E-Max seals Mind Candy deal SPANISH-BASED firm E-Max has inked a deal with Mind Candy which will see it launch Moshi Monsters Clay Buddies, a new arts and crafts inspired pocket money collectable. Hitting UK retail from October 10th, there will be two skus. The blind flow pack (£2.99) contains two cardboard pieces, three clay pieces and one adoption book which includes information about the character, instructions on how to make the Moshi, activity suggestions and an adoption certificate. The Moshi Monsters Clay Buddies Box Set (£5.99), meanwhile, includes OCTOBER 2011

four cardboard pieces, five clay pieces, one adoption book, one big adoption book and a cardboard scene which kids can use as a backdrop for play or display their characters. In total there are 48 characters to collect. Click Distribution is the exclusive distributor for the range in the UK and Ireland. “Our sell in is going fantastically well and we expect Moshi Monsters Clay Buddies to be a huge success in the run up to Christmas, when it will appeal to pocket money purchase and gift givers, and well into 2012,” said Click director Luke Hillier. Click Distribution: 01604 877888

culmination of a huge amount of work and input from the entire licensing industry. Their commitment and creativity made the awards event a truly memorable night.”

The Awards was a culmination of a huge amount of work and input from the entire licensing industry. Now in its sixth year, The Licensing Awards – created by The Licensing Source Book Europe, which is part of Max Publishing – recognises all aspects of the industry

from retailers to products, and licensed properties through to marketing expertise. Headline sponsor for the event was Emap Connect, organisers of Spring Fair and Autumn Fair. A host of brands and companies sponsored individual categories, while LIMA once again leant support to the event. Jacqui McCarron, sponsorship manager of Retail, Emap Connect, commented: “Spring Fair is the largest showcase of licensed products available under one roof anywhere in the UK and we were delighted to support the licensing industry as headline sponsor of The Licensing Awards this year.” www.thelicensingawards.co.uk

Aardman readies for BLE showcase AARDMAN RIGHTS has significantly upped its stand space at Brand Licensing Europe to accommodate the increasing number of brands and the partners it manages. The firm will be presenting a new style guide for Wallace & Gromit which celebrates the ‘Best of British’ qualities of the brand ahead of the London Olympics and the Jubilee in 2012. Aardman will also be discussing new opportunities for partners and potential licensees for Shaun the Sheep and its spin-off subbrand Championsheeps.

Unseen imagery from two new half hour specials of pre-school show Timmy Time will be presented, while Aardman will also be looking to secure partners in a number of categories for Canimals. Bloodhound SSC will be presented, while the Sony Pictures/Aardman Animations feature film The Pirates In An Adventure with Scientists – for which Aardman has the UK rights – will be showcased. Aardman Rights: 0117 984 8956

LICENSINGNEWS

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Everything’s Rosie makes European move IN BRIEF Licensing programme launching in Spain Giochi Preziosi to distribute Vivid toy line... by Samantha Loveday FOLLOWING A successful launch in the UK, V&S Entertainment is looking to move Everything’s Rosie into Europe, with the pre-school brand already proving a hit in Spain and Italy. The show is broadcast on RTVE in Spain and RAI YOYO in Italy. Spain in particular has seen some strong ratings; the series debuted on Clan TV in March and airs daily, with a weekend omnibus edition. It achieved an initial audience share of 64 per cent in the four to six age group, while the audience peak in three weeks of broadcast was 583,000 and average share over three weeks in March was 43.6 per cent for children four to six. The licensing programme has also been extended to Spain, with Suma Licensing appointed as the local agent and a number of licensees already on board. These include IMC, Safta, Stor, Astro and CYP Imports. Vivid’s toy line is due to launch in November and will be distributed by Giochi Preziosi Spain.

Zodiak Rights has restructured and expanded its UK consumer products team. Jane Kennedy, previously senior UK licensing manager, has been promoted to head of sales, consumer products (UK), while Emily French Ullah will take on the new role of licensing manager, softlines EMEA and Gaby Dior becomes international licensing manager, agents. Team coordinator Aidan Taylor-Goody has been promoted to junior licensing executive. Zodiak Rights: 020 7013 4347

NEW HEAD OF LICENSING AT COOLABI

Vivid’s toy line, distributed by Giochi Preziosi Spain, will launch in November

The firm is backing the launch with a major marketing campaign, including TV and print ads, costume appearances and competitions. “Everything’s Rosie deals with universal themes such as friendship and discovery that strongly appeal to young audiences worldwide,” said

Vickie Corner, MD at V&S. “The UK and Spanish licensing sectors have been quick to identify the huge potential offered by the brand across a wide range of categories and we’re confident that Everything’s Rosie will be a big hit right across Europe.” V&S: 01494 837881

Underground Toys signs Sonic and Worms Core plush business to expand with gaming brands Doctor Who line to launch... by Lewis Tyler UNDERGROUND TOYS has agreed new soft toy licences for Sonic the Hedgehog and Worms. At the Licensing Awards 2011, the company’s Star Wars Talking Plush range won Best Licensed Toy or Game. After the ceremony Andrew Oddie, managing director at Underground Toys, told ToyNews that the firm’s next move would be to build its plush range with Sega and Team 17 licences. In addition, the company is also preparing to launch its Doctor Who talking plush collection. Oddie said: “Star Wars and Doctor Who appeal to several different consumer age levels and types and I think that is why they are successful

RESTRUCTURE TAKES PLACE AT ZODIAK RIGHTS

for us generally. The same is true of the other licences we are looking at.” The Star Wars range is currently sold by a wide range of retailers, from supermarkets like Tesco and Asda to

specialists like HMV and the gaming chain GAME, where the plush toys can be found at the point of sale. Oddie expects the forthcoming Sonic and Worms lines to have the same broad appeal at retail. He said: “If you pick the right properties you can operate in more markets. Shelf space is key and our products connect with a high percentage of different shoppers, not just children.” When asked why the Star Wars Talking Plush triumphed over the other contenders at the Awards, Oddie said: “We’ve stylised them in a way that gives them a broad appeal. A straight plush interpretation of a Star Wars character would not necessarily work.” Underground Toys: 01708 375975

Formerly head of licensing at Chapman Entertainment, Natasha Dyson has taken on the same position at Coolabi. She will oversee the activity for the firm’s portfolio which includes Poppy Cat, Purple Ronnie and Scarlett & Crimson, plus Bagpuss, Clangers and Ivor the Engine. Coolabi: 020 7258 7080

HAYNES LAUNCHES BOB THE BUILDER MANUAL Hit Entertainment and Haynes have teamed up to create the Bob the Builder Owners’ Workshop Manual. The book includes full colour cutaway drawings showing what’s inside all of the machines, as well as explaining how they work, what they do and how they help build and repair things. Readers can also learn about hydraulics, caterpillar tracks and more in the regular fact files. Haynes: 01963 440635

GLOW EUROPE READIES FOR BRAND LICENSING EUROPE Glow Europe will be showcasing its new playground craze, Bumpeez, at Brand Licensing Europe this month. The firm is forecasting that over 50 million Bumpeez will be sold over the next three years, and is seeking a UK licensing agent to take on the brand, sign the right partners and continue to develop its presence at retail. In addition, the firm will also be looking to further develop its licensed promotional loyalty scheme business at the show. Glow Europe: +31 (0)1043 70066

GOLDEN BEAR PICKS UP BANANAS IN PYJAMAS Endemol has appointed Golden Bear as the exclusive master toy partner for Bananas in Pyjamas in the UK, Ireland, Europe, Middle East, Africa and Latin America (excluding Brazil). The firm will begin to roll out plush and plastic toys from autumn 2012. Golden Bear: 01952 608308

OCTOBER 2011

LICENSINGNEWS

IN BRIEF CARTOONITO REVEALS THE HA HA HAIRIES Turner Broadcasting has unveiled its first major pan-EMEA commission for its Cartoonito pre-school channel. The firm has snapped up 52 x 12-minute episodes of The Ha Ha Hairies, from the makers of Grandpa in my Pocket, Adastra. Turner has also secured all licensing and merchandising rights for the series. TCNE: 020 7693 1000

MGA ENTERTAINMENT HIRES TINA-LOUISE FOSTER MGA Entertainment has bolstered its team with the appointment of TinaLouise Foster as senior director of international licensing EMEA. Most recently head of EMEA licensing and promotions at DreamWorks Animation, Foster will be based in the UK and will work closely with MGA’s licensing agents and retail partners. MGA: 0845 0533 333

MOSHI MAKES MUSIC MOVE Mind Candy continues to move beyond its digital roots, launching a new record label, Moshi Music. Debut single The Moshi Dance from Moshling starlet Lady Goo Goo is the first in a number of planned releases featuring other Moshi characters. These include Dustbin Beaver, 49 Pence and Broccoli Spears. Mind Candy: 020 7501 1926

HEWITT JOINS WALKER Walker Books has hired Anna Hewitt as its new head of licensing. She joins the children’s book publisher from Coolabi and will report to Julia Posen, Walker’s marketing, licensing and brand director. Hewitt will be overseeing brands including Maisy, Guess How Much I Love You and new property Tilly and Friends. Walker Books: 020 7396 2410

TURNER BROADCASTING ACQUIRES LAZYTOWN Turner Broadcasting has acquired the Icelandic owner of the LazyTown brand, Latibaer. Magnus Scheving will remain as CEO of Latibaer, retaining his management team, while the series production will also remain in Iceland. Turner has also committed to a new series. Turner Broadcasting: 020 7693 1000

BIG BALLOON PICKS HIT DUO Hit Entertainment and Haven Licensing have signed up Big Balloon as the new Australian toy licensee for Fireman Sam and Bob the Builder. The company will distribute the ranges from Character Options. Hit Entertainment: 020 7554 2566

OCTOBER 2011

BBC Worldwide to debut raft of brands at BLE Firm to present mix of pre-school, lifestyle and sport properties at Olympia this month... by Samantha Loveday BBC WORLDWIDE will be debuting nine fresh properties at Brand Licensing Europe this month, ranging from hotly tipped pre-school newcomers Baby Jake and The Adventures of Abney & Teal (right), through to The FA and Walking with Dinosaurs 3D. As well as the new offerings, the firm will also be showcasing its latest plans for established favourites such as Doctor Who, In the Night Garden, Strictly Come Dancing, Top Gear and Wibbly Pig among others. “We’ve been a key part of BLE since its inception and this year we’re raring to go with a raft of new properties set for success,” said Richard Hollis, head of UK licensing at BBC Worldwide. “Some of the licensing programmes we’re looking to kick start are well established brands calling out for licensing treatment, others are fresh on the scene and we think have huge potential. And no BBC Worldwide stand would be complete without the

We’ve been a key part of BLE since its inception and we’re raring to go with a raft of new properties. return of the jewels in our portfolio – from Doctor Who through to In the Night Garden and Top Gear.” Among the other properties making their Brand Licensing Europe

Millionaire heads South 2WAYTRAFFIC WILL be introducing special licensed question packs to a new range of co-branded, downloadable video games called Who Wants to be a Millionaire?: Special Editions, kicking off with South Park. The package has been developed by Doublesix Digital, which is releasing the game in association with Deep Silver, the interactive gaming division of Koch Media. It will be released alongside the main game on PlayStation 3 and Xbox 360 later this year. As well as hundreds of specific questions based on South Park, there will also be a fully themed WWTBAM studio and an original South Park introduction. The Millionaire set, host, audience –

including main South Park characters – lifelines and contestants are all themed around the cult show. The pack includes four player avatars, especially designed by South Park, questions taken from across all 15 seasons of the show, while the Phone a Friend lifeline will also feature characters from the South Park world. 2waytraffic: 020 7908 5076

debut will be 64 Zoo Lane, which launched on Cbeebies back in 2000; popular factual programme Deadly 60; Lulu Zipadoo, which is a new animation series created by France Televisions and due to launch on Cbeebies in 2012; TV cookery brand MasterChef; and puppet comedy Mongrels. Additional established properties on the stand will include Only Fools and Horses, ZingZillas, Lonely Planet and Charlie & Lola. BBC Worldwide: 020 7612 3000

Disney gets Posh plush POSH PAWS is to launch a new collection of Disney plush and infant toys in the UK from January 2012. The range will include new versions of Minnie and Animal Friends collectables. “We are delighted to be bringing Disney’s plush and infant toys to market in the UK,” said Barry Groves at Posh Paws. “Our strategy will be to widen the distribution. The breadth of characters in the portfolio is fantastic and the consumer is going to just love cuddling previously unseen versions of their favourites.” Posh Paws: 01268 567317

LICENSING EXECUTIVE FACE OFF

Ask me an Pre-school success in TV and licensing, super yachts and, erm, wine buying… on Andrew Carley, Head of Global Licensing at Entertainment One, and Zodiak Jennifer Lawlor as they quiz each other…

CARLEY: “Key to Peppa Pig is the ability of the programming to connect with both children and adults”

OCTOBER 2011

Andrew Carley: Going from Nickelodeon to Zodiak, you’ve crossed the threshold from broadcaster to producer. How have you found the transition? Jennifer Lawlor: The Nickelodeon machine offers such a great formula – working on megahit properties around the world, as part of a truly global business and within a fantastic broadcast vehicle. Giving that up is never an easy decision. However, one of the things I loved at Nick was looking at the new properties being shown to us by various producers and I realised that the new Zodiak properties I was seeing had so much potential. The opportunity to move this side was too great to miss out on, so from that point of view it’s been relatively easy and exciting. You’re something of a king in the pre-school category. Why do you think Peppa Pig has proven so successful in the UK? AC: A whole host of reasons, however key is the ability of the programming to connect with both children and adults. While we

understand that children drive licensed product purchases, if the parents enjoy the programming it’s a far more enjoyable experience for everyone. In addition, we have a very close relationship with the studio – Astley Baker Davies – which enables us to inject that unique piece of Peppa DNA into product development which makes it stand out. The steady growth of the licensing programme has enabled it to build a very strong foundation in terms of both consumers and retailers. And, let’s be honest, a degree of luck.

Sailing is your thing, isn’t it...? “Yes, but it doesn’t pay very well - I don’t think the family would be happy if I gave up licensing for it...” JL: Is there anything you would do differently if you were starting over with Peppa? AC: Our international roll out was flawed in the early days. On the back of the UK success there was a misguided view that we could replicate this in international markets regardless of the broadcast and without the resources we have in the UK. Over the past two years we have been able to pull back, regroup and take a far more focused and considered approach. Zodiak has recently added Little Princess to its pre-school roster. How are you planning to relaunch it? JL: Little Princess comes to us with a strong heritage in key markets, great TV exposure and a high level of awareness and acceptance among kids and parents. In Germany we’ve inherited an existing CP business built upon solid TV. Milkshake in the UK offers a great platform, but here with a market overrun with pre-school properties trying to break into the mass market, we have seen an opportunity to develop Little Princess as the ‘alternative’ princess. We’re delivering a quality product range at mid-tier, along with strong digital product. AC: And what plans are there for Waybuloo, given that it’s probably reaching the next phase of its lifecycle?

LICENSING EXECUTIVE FACE OFF

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other… all in a day’s work for these two. Samantha Loveday listens in Rights’ SVP Strategy and Planning, Consumer Products (UK),

JL: One of my biggest learnings at Nick was patience and so, while we’ve seen Waybuloo achieve great things in the UK to date, the international roll out has been a little slower than anticipated. However, we’re starting to see traction in European markets and in Australia and we’re confident the property has huge unrealised potential. While for the UK the next phase is all about diversifying and refreshing the product offering and deepening the consumer engagement through live events, in addition to the TV. Would you consider looking beyond pre-school? AC: Most definitely. A number of new shows are currently under consideration that will take us into the older girls and boys market. In addition we are integrating licensing with our film distribution and prime time TV distribution divisions. Given that you have worked on both sides of the industry, how do you see TV developing as a vehicle for driving children’s entertainment given the huge growth of online/digital? JL: TV as a traditional medium continues to deliver real and measurable viewership and cannot be ignored. However, kids are consuming content from so many sources we have to both deliver content across these varied sources and also be aware of the potential for properties developed outside the traditional TV model. What’s your view? AC: I think one of the most interesting and exciting developments must be the change in the way in which everyone, including children, watch programming. The next three years will be very interesting particularly in terms of how broadcasters adapt to the technology and how they create a robust financial model. Given children’s licensing is intrinsically linked to traditional broadcast, it is fair to assume there will be changes. JL: Are digital apps a pre-school marketing exercise or real revenue generators? AC: Digital is a very interesting arena. A couple of years ago there were very clear distinctions between publishing, gaming, online, etc. In many cases the lines of distinction are becoming increasingly

blurred. Three years ago it was difficult to see how a pre-schooler could easily interact in the digital arena; the iPad has changed all of that and there are now very real opportunities. While apps on their own may be a marketing exercise, the overall digital offering is very much a revenue generator. Slightly lighter hearted, you appear to have managed to effectively combine business with pleasure – cruising around the Hamptons while in New York. Do you expect Zodiak to subsidise this hobby? JL: And if Licensing Show moved back to NYC I’d have even more time to cruise! All I have to say is that Zodiak seems to understand and is supplementing my addiction… treating me to five days in Cannes on a super yacht, with some work meetings thrown in. Anyway, sailing is your thing isn’t it? Is that what you’d do if you weren’t in licensing? AC: My real passion is sailing, yes, but it doesn’t pay very well – I don’t think the family would be that happy. Maybe wine buying… coupled with cheese…

LAWLOR: “Kids are consuming content from so many sources now... we have to be aware of the potential”

OCTOBER 2011

LICENSING NCP’S NEW BOSS TALKS TO TOYNEWS

King of the Toon He’s only been at the firm since February, but already Mark Kingston, VP Nickelodeon & MTV Consumer Products UK and Australia, has made his mark. He’s built a new team, put more attention on retail and is confident about where the firm’s going and its place in the market. Samantha Loveday reports… IT HASN’T been very often over the past couple of years that someone has uttered the word bullish in an interview. Mark Kingston, VP Nickelodeon & MTV Consumer Products UK and Australia, however, just comes right out with it. “We’re confident overall, very bullish,” he tells ToyNews. And, as he talks through the changes he’s made since he arrived at Nickelodeon in February and the plans coming up for its content, you can see why he’s so upbeat. Kingston joined NCP from Disney, where he worked with all the key retailers (the last four years with the Tesco business unit), building up relationships and explaining the added value that licensors can bring to the process.

until now. We need day to day contact with key retail partners to understand their strategies and ensure that we can provide products and solutions to meet their needs.” NCP is also working on expanding its licensee base, strengthening its existing relationships as well as bringing on board new partners. The appeal of NCP’s portfolio is already quite broad, of course. Evergreen properties Dora the Explorer and Spongebob Squarepants continue to lead the way. Dora, which has been in the UK now for 11 years, was still the number four brand for girls 0-4 last year, according to NPD. “We’ve probably diluted the marketplace over the last few years by having too many different looks and feels to Dora,” Kingston offers.

KINGSTON: “Retail is so important. We have to be as close to the consumer as possible to understand what they want”

We’ve really invested in people. We have a ‘retail facing’ team of five people, which, aside from Disney, I can’t think of any other licensor who has that. Mark Kingston, Nickelodeon & MTV CP “For the last four or five months I’ve been doing a strategic review of the business, looking at having the most efficient structure in place, ensuring that we have the resource to focus on retail, but also develop great products,” Kingston says. “We’ve really invested in people. We have a ‘retail facing’ team of five people, which, aside from Disney, I can’t think of anyone else in the licensor community who has that. “Retail is so important. We have to be as close to the consumer as possible to understand what they want. The retail landscape has changed drastically over the last decade and it will change again, drastically, over the next ten years. We’ve never really had the team to be able to build up those regular contacts with retailers OCTOBER 2011

“So we’ve used the last six to 12 months cleaning that up and we have got some great new creative coming through.” For Spongebob, meanwhile, the fastest growing category is tween girls, with apparel and stationery both appealing. Overall, says Kingston, Spongebob Squarepants has grown 19 per cent YOY from a consumer products perspective.

Plans are also afoot to make Winx Club more appropriate for UK and US audiences. The firm controls the English speaking territories following its deal with Rainbow, so has revoiced the existing four seasons using Nickelodeon talent from its live action show. It is now working on new CGI content for season five, as well as carefully editing some of seasons one to four. The show has just started airing on Nickelodeon in the UK and Kingston says it will be broadcast for a full year before products appear in the marketplace. The strong start made by Victorious and Big Time Rush on air will also be built on. Fashion will be the lead category here, with the main product launch likely to take place in autumn/winter 2012.

The big news, however, is the return of Teenage Mutant Ninja Turtles in spring/summer 2013. “We firmly believe this is an evergreen franchise which can be established as a huge CP property over the next ten years,” Kingston continues. “We’re not looking at this as just a movie property or an ‘in and out’ property, we’re looking at this being a longterm franchise for Nickelodeon. Over the years the different iterations of Turtles had seen the four brothers almost become identical, the same height, same clothing, whereas boys want to have a favourite, they want to be able to associate themselves with those characters. We’re putting the tongue in cheek humour back into it, we’re going back to the 1984esque Turtles.” So, bullish? Most definitely. But not without good reason.

t A further 52 x 11 episodes in

production bringing the total to 104 by 2012 t Broadcast on Nick Jr UK since April 2009 and Channel Five’s Milkshake! Since April 2010 and an additional 180 international territories t Top 3 show on Nick Jr UK t Merchandise target - 3-7 year old children t 34 licensees now on board in the UK t Expanding licensing programme following a highly successful launch in 2010

t Created and written by Andrew Brenner, animated by King Rollo ﬁlms and narrated by Caroline Quentin

t 78 x 7 minute episodes available and broadcast on Nick Jr UK since March 2009

t Core target children 4 years and under (boys and girls)

t 12 licensees now on board in the UK covering publishing, plush, DVD, iPhone apps, melamine, lunch ware, framed prints and nightwear and underwear

t Publishing launch September 2011, other categories from January 2012

LICENSING KIDS TV

Screen time Despite children consuming content in more ways than ever before, the traditional TV medium continues to deliver measurable and real results and remains a key part of the toy industry’s marketing plans. Samantha Loveday looks at the main channels to help you make sure your ads are in the right place, at the right time and hitting the right audience… THE NICKELODEON NETWORK Launched in 1993, Nickelodeon comprises seven channels for kids aged from two up to 12: Nickelodeon, Nick Replay, Nicktoons, Nicktoons Replay, Nick Jr, Nick Jr2 and Nickelodeon HD. Peak viewing times are 4pm-7pm on Nickelodeon and Nicktoons during the week, and 9am-12pm at the weekends; and 7am-9am and 6pm-8pm Monday to Sunday on Nick Jr and Nick Jr 2.

MOST POPULAR SHOWS: US blockbusters iCarly and Victorious continue to perform well, locally produced shows House of Anubis and Camp Orange are also notching up the viewers, and Spongebob Squarepants and Power Rangers Samurai remain a key part of the scheduling. The Nick Jr channels, meanwhile, are having an exceptionally strong year – January to August, they saw a 34 per cent increase in ratings year on year (Source: BARB, C&S Homes) – with top performing shows including Dora the Explorer, Peppa Pig, Ben & Holly’s Little Kingdom, Team Umizoomi and Bubble Guppies. PROGRAMME HIGHLIGHTS FOR 2012: Tuff Puppy launches this autumn, while two of Nickelodeon’s biggest shows – iCarly and Victorious – will come together for iParty. In addition, Dora the Explorer features in a special trilogy in November, Dora’s Enchanted Forest Adventure; a second series of House of Anubis is in production for launch in 2012; new series of Winx Club and Kung Fu Panda are also planned, while the hype for Teenage Mutant Ninja Turtles will step up a gear. ADVERTISING OPTIONS: TV spot advertising, sponsorship of programmes and day parts, digital media on nick.co.uk and nickjr.co.uk and event participation. There are also opportunities for brands to extend their on-air and online campaigns on the ground: earlier this year Nickelodeon Land opened at Pleasure Beach Blackpool, while the firm has also launched its first European Nick cruise and sold out two UK shows for Big Time Rush. WHY NICKELODEON..? “Nickelodeon’s mission is to be everywhere kids are – and we would love to work with brands that share that philosophy or want to participate in our activity,” says Kiaran Saunders, VP commercial director, business development. “Nickelodeon is a pre-eminent commercial kids and families broadcaster and we have extensive experience and knowledge both in-house and at Sky Media to help brands deliver the results and return on investment that they are seeking.”

CARTOON NETWORK CHANNELS Made up of Cartoon Network, Boomerang and Cartoonito, ages from two all the way up to 11 are catered for. Premium viewing times are between 3.30pm and 7pm with current popular shows including Regular Show, Adventure Time and Ben 10: Ultimate Alien (Cartoon Network); Scooby-Doo Mystery Incorporated, Tom & Jerry and Garfield (Boomerang); and Fireman Sam, Bananas in Pyjamas, Baby Looney Tunes and Chloe’s Closet (Cartoonito).

PROGRAMME HIGHLIGHTS FOR 2012: As well as the current top performing shows, key focuses on Cartoon Network will be The Amazing World of Gumball and Generator Rex, while Scooby-Doo Mystery Incorporated and The Looney Tunes Show will lead the way on Boomerang. The big news comes on Cartoonito which has boosted its portfolio with Bananas in Pyjamas and Chloe’s Closet, while new episodes of Fireman Sam will also be heavily backed. ADVERTISING OPTIONS: Turner Media Innovations offers a media consultancy service combining ad sales, sponsorship and promotions, digital media, creative and research to deliver bespoke advertising solutions. TMI creates integrated campaigns across a range of platforms including TV, online and gaming. “The TMI sales team sits at the heart of the Turner business,” says Andrew Mallandaine, UK sales director, TMI. “We are in constant and daily dialogue with the programming, scheduling, marketing, presentation, creative, research and S&P teams, and this gives us a fantastic ability to ensure that our offering is just as much geared to our commercial partners as it is to our kids’ consumer group.” TOY FIRMS ALREADY WORKED WITH: This year has seen TMI build on the Team Hot Wheels activity with Mattel, as well as helping to launch its Hot Wheels and Barbie bike range. Lego Star Wars has continued the long-term sponsorship of Star Wars Clone Wars on Cartoon Network, as well as running solus S&P activity on Hero Factory. Mega Bloks has also partnered with Cartoonito, while TMI has continued its partnership with Wowwee and its Paper Jamz range. Hexbugs has been sponsoring Generator Rex, as well as a web drive and online activity in three bursts across the year. Coming up, the firm will be working with Hornby on the Scalextric range, as well as promotions with Hasbro, Spin Master and Bandai. WHY TMI..? “The way toy firms promote their products is changing and we’ve been by far the quickest to adapt to this shift in direction,” Mallandaine says. “We’re also quick to acknowledge when things haven’t been going quite according to plan as well. In 2010, we lost a portion of our girls’ audience making us less relevant to a number of advertisers. Consequently we worked hard across the business to address this loss and I’m delighted that we’ve seen a 42 per cent growth on our four to nine year-old girl audience. “The big news is Cartoonito – the fastest growing preschool and kids channel in the UK. It has brilliant content, is beautifully packaged and has doubled its audience in under a year. Across our portfolio, we’ve got a mass of fantastic new content coming up in the autumn, and we’re backing all of this up with our biggest above the line marketing spend. But the key message to the industry is that you can rely on us.”

OCTOBER 2011

LICENSING KIDS TV

FIVE (MILKSHAKE)

DISNEY CHANNELS

An average audience of a quarter of a million tune into the popular pre-school block, with premium viewing times between 6am and 9.15am. Current hit shows include Peppa Pig, Thomas & Friends, Mr Men, Little Princess, Roary the Racing Car and Noddy.

The Disney Channel, Disney XD, Disney Junior and Disney Cinemagic make up the firm’s offering. The firm says that Disney Channel is the most popular pay TV kids’ channel for children in the UK. Disney XD’s total viewing across all audiences is up 25 per cent year to date, and it is currently the number two pay TV kids channel with boys aged eight to 12. Disney Junior, meanwhile, attracted 4.5 million viewers, ranking as the number one pay TV pre-school channel.

PROGRAMME HIGHLIGHTS FOR 2012: Series two of Castle Farm, Angelina Ballerina, series four of Peppa Pig, City of Friends, Jelly Jam, Thomas & Friends, Igam Ogam series two, Hippo’s House and series three of Milkshake shows.

MOST POPULAR SHOWS: Top shows include Jake and the NeverLand Pirates, Handy Manny and Art Attack on Disney Junior, alongside homegrown Jungle Junction. Phineas and Ferb, Pair of Kings and Zeke and Luther are key for Disney XD, while Shake it Up and Wizards of Waverly Place are strong for Disney Channel. PROGRAMME HIGHLIGHTS FOR 2012: The channels have been enjoying strong success with local productions including Get The Look (Disney Channel), Goalmouth (Disney XD) and Art Attack (Disney Junior). Elsewhere, Disney XD recently launched new live action series Kickin’ It, while A.N.T Farm is one to watch on Disney Channel. Latest Disney Channel original movie Lemonade Mouth, plus Phineas and Ferb: Across the 2nd Dimension are also highlighted.

ADVERTISING OPTIONS: Five has a range of cross media opportunities targeting pre-school kids and their mums involving spot ads, video on demand, sponsorship (both broadcast and online), plus opportunities to get involved with competitions and the magazines and newspaper titles in the wider group. TOY FIRMS ALREADY WORKED WITH: Mattel is a headline sponsor, but Five also has good relationships with Character Options, Flair, MGA and VTech among others. WHY MILKSHAKE..? “Milkshake super-serves the pre-school kids audience and is in a unique position in delivering a terrestrial/Freeview audience, in a kids market that is heavily skewed toward the satellite viewer,” Jessica Symons, commissioning editor, children’s and Simon Betts, business development manager at Channel 5 explain. “This will deliver a significant advantage with regards to the audience reach, roughly a third of all kids don’t have access to pay TV. Another significant factor is that nearly half of all kids watching Milkshake are doing so with an adult – dual viewing – which is another attractive quality to the audience.”

OCTOBER 2011

ADVERTISING OPTIONS: Sponsorship, spot ads, competition spots and advertorials, ad-funded programming and tie-ins with channel competition spots and interstitials are all available. “One of the advantages of working with the Disneymedia+ team is that we can offer trusted partners access not just to these channels, but also to our wider portfolio and create truly integrated and multi-platform campaigns with them,” explains Bobi Carley, commercial director, UK and Ireland, The Walt Disney Company. “This ability to expand the reach of our properties, and therefore partnerships, across all media platforms and experiences – from television to online to live events, parks, Disney Stores and premieres – means that campaigns are able to engage with audiences effectively, resulting in lasting resonance and a longevity which goes beyond the initial activity.” TOY FIRMS ALREADY WORKED WITH: Since the UK launch of Disneymedia+ in March, a number of toy firms have worked with the company including Cartamundi (as part of a summer promotion with Morrisons), Tomy (GX Buggy) and Nintendo (Donkey Kong). WHY DISNEY..? “We know that TV viewing habits are changing,” Carley continues. “Audiences are interacting more with content, as well as watching on a variety of platforms. Disney Junior, for example, broadcasts daily content across television, online, VOD, YouTube and Facebook. Disneymedia+ leverages these broadened opportunities to create campaigns which offer in-depth engagement through the trusted relationship we have with our audiences. “And with the vast portfolio of content and characters that Disney has – in addition to tent pole properties such as the Phineas and Ferb original film – partners have an opportunity to create a campaign that is wholly unique.”

Roaring to go Jan 2012 ! A A A “R A

”

” “ Hello

Playsets... Plush ... Vehicles... and lots, lots more As seen on

CBeebies

For further information please call the sales department on 020 8722 7300 email: sales@tomy.co.uk

www.tomy.co.uk

LICENSING KIDS TV

CITV CHANNELS

POP TV CHANNELS

CITV weekday mornings targets boys aged four to nine and is broadcast between 6am-8.40am on the CITV channel, while at the weekends, both boys and girls are targeted, with the key age being around seven. Broadcast times are 7.25am-9.25am on Saturday and Sunday on ITV1 and CITV channel. Mini CITV Breakfast targets pre-schoolers and their parents, between 8.40am-9.25am Monday to Friday on the CITV channel, and 6am7.25am at the weekends on ITV1 and the CITV channel.

Four channels make up the Pop TV family in the UK. Tiny Pop targets two to six year olds, Pop is aimed at four to eight year olds, PopGirl targets girls aged seven and above, and Kix is aimed at boys aged seven and over.

PROGRAMME HIGHLIGHTS FOR 2012: Key for the autumn are new episodes of Horrid Henry, Almost Naked Animals, Superhero Squad, Phineas and Ferb, Spongebob Squarepants, Wizards of Waverly Place, Suite Life and Sonny with a Chance at the weekends, while during the week key shows are Ben 10, Generator Rex, Hero 108, Pokémon, Gormiti, Marvel’s The Avengers, XMen and Spider-man. In terms of pre-school, Olly the Little White Van, Jungle Junction, Fireman Sam, Special Agent OSO, Mickey Mouse Clubhouse, Taito’s Hotel, The Cat in the Hat and Annabel’s Kitchen are just some of the highlights. ADVERTISING OPTIONS: As well as regular spot advertising, sponsorships for the various programming blocks are available, as well as online opportunities including competitions. Ad funded programming opportunities across the whole CITV portfolio of channels can also be considered. Recent shows have been produced in conjunction with Hasbro (Cool Stuff Collective), Britvic (Skillicious) and Proctor and Gamble (Annabel’s Kitchen).

MOST POPULAR SHOWS: Hurray for Huckle, Milly Molly, Noonbury and the Super Sevens (Tiny Pop); The Smurfs, Kids Detectives, Nanoboy (Pop); G2G, Saddle Club, Two of a Kind (PopGirl); Ultimate Guinness World Records, Bunny Malone, Ultimate Muscle (Kix). PROGRAMME HIGHLIGHTS FOR 2012: Toy Box Series 2, The Doodlebops, the in-house produced Learn to Dance, new episodes of Milly Molly (Tiny Pop); Oscar’s Oasis, Iggy v Oggy October (Pop); Sally Bollywood, Spotlight, October’s movie month including Olsen Twin movies (PopGirl); Batman of the Future, more episodes of Guinness World Records, including Australian and New Zealand shows for the first time (Kix). ADVERTISING OPTIONS: A number of options are available ranging from straightforward advertising slots to specifically created programme and sponsorship opportunities in response to briefs from clients. Opportunities to extend activity online are also available.

TOY FIRMS ALREADY WORKED WITH: Hexbug, Bumpeez and Wow Stuff have all come on board this year and, in terms of sponsorships, Chicco has worked with Mini CITV since 2010 and Spin Master is featured in the older kids strands, renewing its sponsorship of both CITV weekday and weekend mornings across autumn/winter 2011. Jakks Pacific has been sponsoring the weekday boys strand this year, while a sponsorship with Smyths Toys is also due to begin. WHY CITV..? “We have great experience and tried and tested results in helping to deliver high quality, effective campaigns for advertisers,” offers David Murphy, senior key account manager, kids. “This is illustrated by the successful long-term relationships that we have with advertisers such as Character Options, Spin Master and Chicco. CITV as a whole is the most popular commercial children’s channel during its broadcast hours (0600-1800) in terms of kids four to 15 share of viewing. This popularity increases even further for kids aged four to nine. On weekend mornings we can supply some of the highest rating spots to be found on any commercial children’s channels, while our weekday strand offers one of the best average ratings for boys aged four to nine.”

OCTOBER 2011

TOY FIRMS ALREADY WORKED WITH: This year the firm has worked with Lego for the first time, using Kix and Pop to push the Lego Alien Invasion brand. WHY POP TV..? “The main reason to advertise and promote brands on TV is to sell more toys, companies should use Pop TV as the channels have a significant share of the overall kids market,” says Candida Jackson, sales director at Dolphin TV. “The channels also have very strong individual identities and specific target audiences to ensure that toy advertisers can hit their core audience effectively. This makes Pop TV a must-have channel group for both large and small toy businesses targeting kids in the UK.”

UK No. 1

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37 UK Licensees with global roll out from 2012 Continued broadcast support & consistently high ratings Established Retail distribution Top 5 UK Brand - unaided awareness for boys & girls Over 50% Brand Merchandise appeal score, highlighting unmet demand Sources: Fisher Price, NPD Epos 2010; KidzGlobal Brand Trends February 2011 Waybuloo TM & ÂŠ 2011 The Foundation TV Productions Limited/Decode/Blue Entertainment. Licensed by Zodiak Rights.

SUPPLIER FOCUS SCHLEICH

True blue THE MOST recent big news from Schleich was the promotion of Gary Wilmot to country manager after five years with the company. However, the team was also boosted by the appointment of Michelle Rhodes to national account manager and Laura Bull as marketing manager. Between them, the team has launched a number of new ranges to the portfolio. Bull explains: “2011 has been both positive and exciting, especially as it’s my first year in the industry. Schleich has seen the global launch of the new Historical Heroes line – a fine example of how we continue to bring new and exciting products to the market. This together with the additional releases to the Worlds of Nature and Fantasy has increased brand presence in terms of our retailers and our customers.”

Having held The Smurfs licence for 50 years, Schleich’s sales were boosted by the recent box office hit. But there have been a number of other changes throughout 2011. Katie Roberts found out more…

Bull says: “After 50 years with The Smurfs licence, we are still the original Smurf toy company. It’s a property that we have kept faith with and now we are being truly rewarded with the response to the film. “Despite initial retailer response being cautious, our belief and careful planning meant we are able to respond to the late demand following the consumer reaction to the film.” The global reach of The Smurfs is something that Schleich works to encompass throughout the business. Bull was recently named, alongside other staff from a number of international territories, as a global brand champion. She explains: “It’s our job to keep the essence of Schleich constant no matter where the market is. Our motto, ‘Anywhere’s a Playground’

BULL: “Appearing in the NPD top 50 was a significant step forward in putting us on the list of any toy stockist”

The Smurfs is a property that we have kept faith with and now we are being truly rewarded with the response to the film. Laura Bull, Marketing Manager, Schleich As well as new launches, many of the existing popular ranges have also been extended. Additions have been made to the farm and wildlife lines. Despite the nature of the figures meaning Schleich’s offering is less seasonally dependent than many brands, the expansion of some lines is beginning to place extra importance on quarter four. Bull offers: “The run up to Christmas becomes more and more important to us each year, especially with our larger key lines such as the Mighty Fighter Elephant, Elves Wedding carriage from Bayala and our new catalogue scenery lines, all make ideal gifts and the prospects for these look great.” Perhaps the biggest line of the year was The Smurfs. Despite an initial slow uptake at retail, consumers really got on board with the brand. The film has, at time of writing, taken £14.8m in UK box office sales and as a result, consumer demand has been strong. OCTOBER 2011

holds true for any child whether they are in Germany, the UK, North America or the emerging markets and it’s the task of the brand champions to ensure the company values are kept.” Part of that communication, is obviously down to marketing, which has been a key focus for the company over the last year. Support for independent retailers has been increased. “The improved marketing includes Schleich play days, plus we have worked closely with the two main buying groups with specific campaigns including two nationwide shop windows, a first for Schleich and a strategy we hope to continue,” continues Bull. “The improved display opportunities for our retail partners such as secondary placements with free standing display units, along with their complementary decoration packs were also well received.”

Furthermore, the firm implemented a ‘Who’s Your Hero’ campaign for retailers and consumers, which culminated in September being Schleich month, featuring heightened consumer awareness and high impact exposure in the parental and kids press. Going forward, there is more to come in 2012. Bull concludes: “We will continue to invest in the

foundations of the brand. And of course there will be new and exciting launches, but I can’t give anything away. Most of all, in 2012, we will continue to improve our imagery, design and presence, keeping our position as a true global player in the toy market. Appearing in the top 50 of NPD, was a significant step forward in putting Schleich on the list of any toy stockist.”

BTHA TOY RETAILER AWARDS 2011

BTHA Toy Retailer Awards 2011 Do you think your toy shop is the best? Well, now is your chance to get recognition from the industry for your business as the application process for the BTHA Retailer Awards is now open. ToyNews runs through what you need to do…

2010 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): Tesco Retail Week award for best store design: The Disney Store Overall toy retailer of the year: Smyths

HOW GOOD is your toy store? Are you a master of creating in-store theatre? Is it a world of escapism for children and adults? Or do you work hard to create innovative window displays and promotions, and team up with your local media to spread the word and keep people buying even in a tougher economic climate? The BTHA’s Toy Retailer of the Year Awards allow stores to compete nationally on a like for like basis – indies go up against other indies and multiples compete against multiples. For the 2011 awards, retailers can again apply in more than one category, if applicable. The BTHA is looking to open entries to the retailer awards further and has created an application process which will allow self nominations, with nominations also coming from a panel of nationwide industry experts. The application process has been specifically designed to capture retailers’ key details, while creating a more simple ‘user friendly’ application form. OCTOBER 2011

THE 2011 CATEGORIES ARE AS FOLLOWS: Best independent toy retailer (you may enter this category if you are an independent toy retailer with no more than two stores or an independent retailer that runs no more than two toy departments within a larger store) Best multiple toy retailer (this category is for retailers with a retail chain of three or more stores, on High Street or as part of a larger department store) Best toy department – grocer (for toy departments or aisles within supermarkets/grocers) Best toy catalogue (companies can enter this category if the main business is through catalogue sales or if there is a catalogue business which runs alongside main store retailing. The category will be judged on the toy offering of the catalogue alone)

Best online toy retailer (companies can enter if the main business is through online sales or if there are online toy sales which complement main store retailing. It will be judged on the toy offering of the website alone) Best overall toy retailer for the UK and Ireland – the overall winner will be picked from the winners of the other categories and announced at the Industry Awards evening. In addition, new for 2011 is the special recognition award. Judges will have the ability to make a special recognition award at their discretion after considering all entries. However, this is not a category for which retailers can actively submit an entry. Each category application form is made up of general information to tell judges who you are and an open question allowing you the chance to offer a better insight into your business and to say why you feel you deserve to win your particular

category. Applications can be supplemented with relevant supporting information, such as photos (and a catalogue for the catalogue category). The finalists will be announced in December, with the winners being unveiled alongside the Toy of the Year Award winners at the industry’s annual gala evening in January 2012. If you would like to enter the competition, please email Liz@btha.co.uk to request an application form and the associated entry information. The awards night will once again take place at Banqueting House, Whitehall on January 24th 2012, the first night of Toy Fair. The evening itself will comprise a drinks reception with canapés, followed by a twocourse meal and then the awards ceremony itself. Tickets for the event are priced at £135 + VAT and are on sale now. For all ticket and table enquiries please contact Matt Jones on 020 7701 7127 or email Matt@btha.co.uk.

SUPPLIER FOCUS MARBEL

Master Plans

Throughout the last few economically challenging years, Marbel has managed to maintain an impressive rate of growth with existing brands, Plan Toys, I’m Toy, Educo and more, along with newly acquired lines. Katie Roberts chatted to MD Phil Nelson about how he has done it…

TO DATE, 2011 has seen Marbel increase sales by 30 per cent. A sizeable growth in good conditions, but something of a feat in the current economic climate. The firm has a number of factors to thank for its continued growth, including distribution deals, increased emphasis on customer service, a foray into new categories and innovative marketing. Marbel took on distribution of Brio for the UK and Ireland in February, proving a real boost for the company. Phil Nelson, managing director, tells ToyNews: “It’s a huge brand, with a huge customer base and a huge heritage and it’s really helped to raise our profile in the industry and get our name out there and also to broaden our customer base.” Many retailers which already stocked the Brio lines have since taken on Marbel’s other brands. Meanwhile, the Brio products have been well received by the Cornwallbased company’s existing retailers. Nelson says: “The response has been great and orders have been increasing regularly for the brand.” Brio, a Swedish supplier, has also been doing its bit. Nelson explains: “Brio had idled a bit for a couple of years, but recently they have really upped their game and invested in product development, so it was a great time for us to come on board. The company is bringing electronic elements into the range, with sounds

OCTOBER 2011

and lights and even videos in some of the new lines. So while they are retaining the traditional wooden element, they are merging them with more innovative elements.” Alongside Brio, Marbel offers a comprehensive portfolio to its customers. Nelson comments: “We stock over 1,000 products now, so we’re offering a one-stop shop. For the independent retailers, who perhaps

constant contact with customers so that they know what to expect and when to expect deliveries.” Nelson continues: “We are also working on new retail support, POS, display stands, that kind of thing.” Being a wooden toy supplier in itself also seems to have helped Marbel weather the financial storm. Nelson explains: “Wooden toys have continued to sell well throughout.

Wooden toys have continued to sell. They have a particular appeal with parents and grandparents. We have also bought in a few lower priced items. Phil Nelson, MD, Marbel can’t carry as much stock or can’t take as many deliveries, it means that they can get a broad spectrum of lines with just one order.” Marbel has also been focusing on increasing its service to retailers. “We’ve been working hard to further improve our customer services and have developed a spare part and servicing department. We’ve always tried to provide exceptional customer service as we work to be the best wooden toy supplier. We also offer next day delivery when items are in stock and if they aren’t, we are in

They have a particular appeal with parents and grandparents due to their quality and the type of consumers who buy wooden toys probably haven’t been affected as much by the downturn, so are still spending. “We have also bought in a few lower priced items in response to the changing economy, so that we have a broader spectrum of prices on offer.”

However, Nelson is also starting to move out of wooden toys. Marbel offers the World Wildlife Fund plush range and more recently took on Makedo – a reusable clip and hinge toy, which allows children to make objects out of cardboard boxes, plastic bottles and the like. The range is stocked in The Tate Modern gift shop, opening up new retail customers. Nelson offers: “There are only so many wooden lines you can take on before you start to compete with yourself. We are careful about what ranges we take on and they have to have an educational and eco-friendly angle. We won’t just take on the next toy that comes along if it doesn’t fit.” Marbel’s team of three sales staff mean the range is being spread far and wide. Although Marbel doesn’t TV advertise, as wooden toys ‘don’t tend to work on TV’, Nelson works closely with consumer and trade press and is expanding online activity. A new website is due to launch later this year, linking to social media accounts and also offering video links to highlight products. Alongside this, Marbel works closely with mummy bloggers and demand for product samples is increasing, especially into more specialised sectors. With all this in place, the growth can only be set to continue.

18th â&#x20AC;&#x201C; 20th October 2011

SECTOR GUIDE ELECTRONIC TOYS

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Powered ranges It may be one of the smaller categories in the toy business, but youth electronics still brought in over £100m in 2010. And with recent innovations from VTech and Leapfrog, the age range has opened up to include younger children, too. NPD takes a look at the stats before we highlight some of the key products…

ELECTRONIC TOYS or youth electronics is one of the smaller toy categories, with sales of £101 million for the full year 2010, accounting for just 3.5 per cent of total toys value (source: NPD Consumer Panel). While traditionally electronic toys has had an older age profile, recent innovations have increased this category’s popularity with younger children, so that 37 per cent of total value is purchased for ages two to five years, and 20 per cent for ages six to seven years. Youth electronics is evenly balanced in terms of gender, with purchases for girls accounting for 53 per cent of sales and boys 47 per cent. Electronic toys has the highest average selling price of all the toy categories, averaging £17.83 year to date, up from £15.59 in the same period last year (source: NPD Epos

Retailing Tracking Service) and almost twice the average selling price of the next most expensive category. Licences account for 40 per cent of electronic toys, with Toy Story remaining the top selling licence – Vivid’s Deluxe Talking Buzz Lightyear is the number three best selling item. Dr Who is the number two licence, with the 11th Doctor’s Sonic Screwdriver the second best selling item YTD. A number of other licences have also seen some strong growth in this category, particularly Disney Princess, Hello Kitty, The X Factor and Spiderman. The top selling item in this category, however, is the ever popular Kidizoom Camera from VTech, which also remains as one of the best selling items across total toys. The Kidizoom Video Camera also performed well and is the number four item.

The electronic toys category relies on new and innovative products to continually drive sales, and is an exciting area of the toy market, providing new arenas of play patterns and refreshing children’s expectations.

Licences account for 40 per cent of electronic toys, with Toy Story the top selling licence.

Average Selling Price £, YTD July 2011 Source: NPD EPOS Panel, YTD July 2011

£17.83

£5.91

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SECTOR GUIDE ELECTRONIC TOYS

VTECH InnoTab is a touch screen pad style learning system, which combines educational games, creative activities and learning to read in a multifunction handheld device. The gadget boasts a state of the art G sensor control to support motion-based games, a built-in auto picture rotation, a five-inch LCD touch screen, a stylus pen, a display stand, SD card slot and USB cable. InnoTab offers several fun and educational apps such as an e-book reader, art studio, colour and pop, an MP3 player and a video and photo viewer which come with the tablet straight out of the box. As well as downloading additional games and learning apps from the VTech Learning Lodge Navigator, the product’s capabilities can be easily expanded with additional cartridges such as Mickey

LEAPFROG LeapFrog continues to develop its portfolio of electronic learning devices. Its range of educational gaming products, including the Leapster Explorer and Leapster 2, will now be joined by the handheld tablet device, designed specifically for children – the LeapPad Explorer. LeapFrog has combined the latest technology with an enhanced educational curriculum to develop the new LeapPad Explorer. The device comprises over 100 learning games, book apps and videos to help children extend their skills across a range of vital subjects including spelling, maths, science, music and world languages. It features a variety of popular characters to capture children’s imaginations and is fully compatible with the existing Leapster Explorer library. The LeapPad features a five-inch colour touch screen with a 480 x 272 resolution and a motion-based sensor, creating an interactive experience which uses HD-like graphics. Additionally, LeapPad has 2GB of built-in memory, encouraging learning on the go. The handheld also comes with a built-in 2 mega pixel camera and video recorder, as well as a creative art app, which children can use to transform their pictures using an assortment of stamps and pens. The learning tablet device is suitable for children aged four and up. Leapster Explorer is a demonstration of LeapFrog’s commitment to creating

OCTOBER 2011

01235 555545 Mouse Club House, Dora The Explorer, SpongeBob SquarePants and Cars 2. Each cartridge features an animated ebook along with three learning games and two creative activities. VTech’s Storio Interactive E-Reading System was the number one reading product of 2010 (287 NPD YTD December 2010). The product aims to deliver a fun and friendly way for children to learn and progress with reading at their own pace. The animated storyteller for children has revolutionised reading for preschoolers and the new range of storybook cartridges on offer includes Winnie The Pooh, Toy Story 3, Mickey Mouse Club House, Cars 2, Disney Princess and Rapunzel (from the Disney film Tangled), allowing children to continue adding to their Storio collection. Storio is also available to buy in pink.

01895 201520 fun and interactive ways to engage children in learning through electronic play. Offering over 35 different learning and play experiences including e-books, games and videos, the Leapster Explorer provides many different ways to play, all in one console. Its educational games incorporate licensed characters, all displayed through Flash and 3D graphics. Additionally, Leapster Explorer provides children with a personalised learning experience that is tailored to their unique needs and skills. The Leapster Explorer also supports a click-in camera and video accessory, which allows children to take pictures, record videos and edit their creations while learning about reading, mathematics and science. Children can also transform their pictures using stamps and borders and can transport their snaps into games to customise play. The Leapster Explorer is designed for four to nine year-olds. The Leapster 2 handheld games console delivers a

fun and secure learning experience while enabling children to enjoy gaming on the go. Children can connect their console to the Leapster 2 LeapWorld website allowing them to upload their gaming progress and access new content and rewards, including certificates, printables and bonus games. The console is designed for four to eight year-olds and comes complete with a preloaded gaming title, as well as an additional download of the child’s choice. LeapFrog’s range of electronic learning products allow parents to connect to LeapFrog’s online Learning Path, offering an opportunity to view their child’s progress. Using the PC and Mac compatible LeapFrog Connect Application, parents can easily download new games, puzzles or books for each product. Finally, MobiGo Touch Learning System is the latest handheld touch-sensitive educational gaming system, which is now available with a new range of learning cartridges that includes Cars 2, Disney Princess, Mickey Mouse Club House and ScoobyDoo. MobiGo is also available to buy in pink.

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The ďŹ rst learning tablet created for children

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4-9

Over 100+ learning games & apps including books & videos and a built in camera! No.1 manufacturer in preschool ELA* For more details please contact 01895 202 840 or info@leapfrog.com * Source: NPD April, May, June 2011 Data.

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SECTOR GUIDE ELECTRONIC TOYS

MATTEL Mattel intends to spark imaginations with its electronic toys line-up. New from the boys’ vehicle brand Hot Wheels, comes the first 1:64 scale car to feature a fully functional video camera. Hot Wheels Video Racer has a tiny camera built into the front of the car, as well as a high-spec LCD screen on the base so that fans can instantly play back and review their videos. The car fits all Hot Wheels gravity track sets and can also be attached to the consumer’s bike, helmet or skateboard – in fact anything that moves. Using the very latest technology, Video Racer features adjustable resolution and filming speed and is both Mac and PC compatible. Once their videos are uploaded, boys can use the free Video Racer

HASBRO Hasbro has added an electronic twist to some of its board games. Monopoly Electronic Banking Edition is an ultra-modern version of Monopoly. Wave goodbye to bills and say hello to a new Monopoly bank card. Property can be scooped up with a swipe of plastic – but that’s not the only change for the new Electronic Banking edition. The board features new property locations with Kensington Palace Gardens replacing Mayfair in the dark blue space, reflecting the real life shift in the capital’s property prices. There is also modernised tokens and higher property values – you now get $2 million for passing go. Bop-It XT is a follow up to the success of Bop-It. The active, thinkfast game is back and better than ever for autumn 2011. The six commands are Bop it, Spin it, Flick it, Pull it, Twist it and the new Shake it. The game features play modes like Single Player, Pass It, One-on-One and Party, and four levels of play for

OCTOBER 2011

01628 500 000 software to add graphics, sound effects, music and transitions to their motoring masterpieces. Brand new for autumn, Fijit Friends are Mattel’s latest offering in the girls electronics market. Due to innovative built-in voice recognition technology, Fijit Friends respond to children with a large number of movements, phrases and jokes. Beat sensors allow the robots to rock, twirl and bounce along to external music or their own in-built songs. Password Journal from leading girl’s electronic brand, Girl Tech, continues to be a focus. Now with a super sleek translucent design, it includes a dual-tip pen for both UV and normal writing, an iPod connection and audio out socket to play music, with memory for girls to store their favourite songs.

020 8569 1234 ranging abilities. A headphone jack is also included in the Bop-It XT unit to allow kids to fine tune their skills quietly, or to plug-in speakers for group play. The electronic memory skill game of Simon, made popular in the 80s has been brought back in the form of Simon Flash. The fast and intuitive play of the Hasbro Flash line continues with the new edition as players swap and switch the four electronic, coloured tiles to match the Simon colour sequence order called out by the game. Simon Flash features four games that challenge games of memory and logic, extending beyond the traditional Simon memory game. Players can enjoy solo Simon Flash play while travelling, or bring it to Family Game Night to play with friends and family. A storage case is included in the game for on-the-go play.

TOMY EUROPE

Designed for pre-schoolers with a sturdy and chunky design, RC Koko comes with a simple remote control which fits easily into small hands. Retailing at around £20, RC Koko can spin 360 degrees on the spot, as well as zooming forwards. The new addition joins the existing RC Wilson in the Chuggington range. Other models available from Tomy Europe’s RC portfolio are a range of RC tractors from the pre-school line, Britains Big Farm. The Case IH 140, New Holland T6070, and the John Deere 6430 tractors all continue to perform well for the brand. Each tractor is in 1:16 scale of the real thing and comes complete with accurate detailing, real steering and an easy to use remote.

BRAINSTORM New to Brainstorm’s Eureka Toys range is the RC Illuminated Moon. The moon automatically scrolls through 12 illuminated lunar phases, shining moonlight into any room. A manual function allows the moon inside to match up to the moon outside. The authentic moonscape is very detailed and makes for a room accessory or night light. Information and facts can be found in the included full colour booklet. The Deep Space Home Planetarium and Projector allows owners to explore the universe and transform rooms into a 360-degree planetarium. The slide projector has three interchangeable slide disks to project 24-colour NASA and Hubble telescope images of spacecraft, astronauts, planets and nebulae onto the walls or ceiling. Deep Space transforms into a night light and includes a colour booklet with facts and information. At a lower price point, the Eureka Toys Space Explorer Room Projector

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Suitable for indoor or outdoor use, the RC tractors from the Big Farm range work on a number of frequencies so can be used simultaneously. The Britains Farm Toys range also has RC offerings in the form of Radio Control 1:32 John Deere 7930 Tractor. Featuring digital proportional speed, LED headlights and front flashing lights, the accurate replica tractor is able to transmit up to 60-feet via the portable handset and comes complete with a 9.6v battery pack and recharger. The John Deere 7930 Tractor also includes a rear back up beep, an adjustable rear hitch and is fully compatible with most Britains trailers and implements for added play value.

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has 24-colour NASA and Hubble Telescope photographs, to project onto the wall. The educational booklet contains information about each NASA photograph. Also new to the Eureka Toys range is the RC Illuminated Solar System, which includes a full sun with eight rotating planets that are operated by remote control. Detailed, colourful planets rotate on three separate orbits around the sun. Booklet included.

No.1 reading system for children* I help you learn to read

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4-8

20+ interactive books and games!

No.1 manufacturer in preschool ELA** For more details please contact 01895 202 840 or info@leapfrog.com *Source: NPD Preschool Toys YTD November 2010. ** Source: NPD April, May, June 2011 Data.

www.leapfrog.co.uk

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SECTOR GUIDE ELECTRONIC TOYS

FLAIR Flair’s Laser Stunt Chasers harness one of the latest innovations in the world of remote control. The Stunt Chaser cars, named Dragonfire and Flameout, chase a projected light from an infrared remote control handset. The new way to direct a vehicle gives added control, while the specially designed chassis allows the vehicle to perform stunts, flips and tricks, always landing on its light-up wheels and ready to go again. As well as the Stunt Cars there will be several stunt sets to choose from – the Crash Zone with Flip Ramps, Cyclone Funnel Jump and the Loop the Loop track set that will extend the stunt possibilities further. CNN Money has tipped the toy as one of the hottest launches for 2011.

HTI HTi introduced the iball3 – an interactive memory game – at Toy Fair this year. It has since been voted best game of 2011 by Hamleys and was listed in the top six electronic games by the Press Association. Five’s The Gadget Show also voted the iball3 as its best toy. The iball3 is a clear ball with an electronic display inside, six lights and sound features. Designed for children from eight and over, the simple game was designed to fascinate and infuriate. How can something that seems so simple be so tricky? All players have to do is work out the light sequences and turn the six lights all the same colour within a certain time. Each of the six lights has a choice of three colours initially, the ‘randomiser’ inside the iball3 creates literally over a million permutations and every 90 seconds the sequences change. There are two levels of play – solve level one and it gets harder as the game must be mastered with four colours.

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New to Flair’s RC Zibits range is the ZX34, a Mega Remote Controlled Zibit carrying tank. The ZX34 carries its Zibit passengers far and wide and even sucks up power orbs in order to fire them out of its chest.

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Once completed the iball3 displays a unique i-code, which allows you to open up all the interactive aspects of the puzzle, and track your progress against other players through the iball3 website – www.iball3.com.

IMAGINATION GAMES Following its success in Europe last year, Am I.... Napoleon brings electronics, in the form of the guessmo, to the family game table. Teams help the wearer of the guessmo head unit to work out who Am I... using either words or mime. Players only have 90-seconds to guess as many as they can. There are 1,000 different words to guess from – famous people, films, songs, places and more. Play That Tune sold out in its first year and is a great new family game that any age can play. If you remember the film Big with Tom Hanks, imagine having the floor piano at home and playing a tune on it and letting your opponents guess the tune you’re playing – that’s Play That Tune.

IMC

OCTOBER 2011

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IMC has introduced a new line of licensed Cars 2 toys. The new Air Hockey from Cars features a blower and once it is started, players slide the pieces over the surface with the launchers, beating their opponents by scoring as many goals as they can. The winner is the one with the highest score. In the Cars Race Game players must negotiate a course with obstacles. Kids can take on the clock or take their time. Additional features include lights, sounds and different difficulty levels making this a challenging game of skill. Kids can also drive around with the Steering Wheel with sounds. Designed to look like the steering wheel of Lightning McQueen, the product has movement sensor features. To drive fast, pull the steering wheel down, to brake, pull up. Turn the wheel right and left to hear real car sounds. The toy also includes lights, a horn and more.

FLYING TOYS Flying Toys is distributing the AR.Drone, the world’s first quadricopter designed to be flown indoors or outside with an iPhone, iPod touch, iPad and now Android handsets. Tilt the iPhone, or similar approved touch screen device, to make the model travel forwards, backwards, left or right. Having mastered these basic techniques, slide the virtual throttle

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01702 295110 forward to climb and hold in a hover, then press land to safely descend. Diagonal movements will make the AR.Drone spin slowly in either direction, with a variable rate adjustment for increased control. Release the screen for immediate stabilisation. Suitable for beginners and experts, the AR.Drone features a robust carbon fibre framework incorporating four

powerful brushless motors driving high performance propellers with a tough expanded polypropylene foam protective body for indoor use. A streamlined hull is provided for flying outside, with pairs of red and green LED lights conveniently fitted front and back to assist orientation. Vertical and horizontal video cameras stream live footage to an on-screen

display on the iPhone or similar, with a high speed of 60 frames a second providing stabilisation for the vertical camera. An innovative detection system will identify other AR.Drones during a range of available games. The AR.Drone includes a high capacity lithium polymer battery and will fly for up to 12 minutes, and recharges in an hour and a half using the mains charger.

Ages

No.1 character property

I can say your name!

Send customised emails

No.1 manufacturer in preschool ELA** For more details please contact 01895 202 840 or info@leapfrog.com *Source: NPD Infant Electronic Learning YTD November 2010. ** Source: NPD April, May, June 2011 Data.

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SECTOR GUIDE ELECTRONIC TOYS

INNOVATION FIRST Hexbugs use a range of technology including light, sound, touch and infrared sensors to scuttle around their environments. Hexbug’s Spider, Inchworm, Crab and Ant all mimic the movements of the creatures they are named after. On theme for Halloween, the new Hexbug Spider is the largest member of the family. Moving like a real spider, it is controlled by an infra-red control. The Hexbug Inchworm is also controlled by an infrared remote control which lets kids determine where it crawls. The Hexbug Inchworm is ideal for playtime as with two channels, two bugs can be operated independently or at the same time. The Hexbug Crab uses autonomous light and sound sensors to hide in the dark and run from loud noises. Children can control how each Crab scurries and make it change direction by clapping their hands.

JAKKS PACIFIC Spy Net’s web of surveillance has gathered pace since its launch in August last year. Its feature packed SpyNetHQ.com has had nearly 200,000 unique visitors, where users are downloading missions and uploading their evidence captured. Autumn/winter sees the release of the Stealth Recording Glasses. With a secret camera imbedded in the bridge of the sunglasses, they will record everywhere the wearer looks. Up to 20 minutes of footage can be recorded and uploaded to a personal hub on SpyNetHQ.com. The Bionic Ear will listen for conversations through walls, doors and windows – sending every word to a set of earphones. The Laser Trip Wire will catch out any intruder with a laser which can extend to 100-feet to trip up any suspects and the alarm will sound when they break the beam. Three products are being TV advertised for the second half of the year. The Spy Watch, which makes secret videos; the Night Vision Binoculars, which can see 50-feet in total darkness and the Stealth Recording Glasses. Support includes 400 TVRs and PR.

OCTOBER 2011

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The Hexbug Ant is a high-speed micro robotic creature with probing, tactile antennas and hooked claws. The Ant has front and rear sensors which help it manoeuvre around objects and wheel-legs which propel it forwards, backwards and over objects at a high speed, protected by a hard exoskeleton casing. Last but not least, the Hexbug Nano uses vibrations to propel forwards to explore its environment. With an uncanny sense of balance, it can flip itself back onto its feet and zoom forwards to navigate through the most complicated mazes. The Nano family includes 15 different mutations and rare Nano mutations can be collected in all Starter and Habitat sets.

01344 638900 New in Jakks plug ‘n’ play TV games is the Cars 2 Racing Video TV game. Fire up the ignition, push the gear stick for turbo boost and turn the steering wheel to race across multiple tracks with McQueen and other characters. Golden Tee is based on the successful golf arcade game and comes complete with a real trackball controller. Jakks also has licences such as Stars Wars, Spider-man and Toy Story in the Basic and Motion Controller range – move the controller to move the XWing fighter across the screen. New for Q4 this year.

MECCANO Meccano’s Blazor is one of the fastest infra-red controlled robots on the market today, powered by iloveRobots’ AniMotion technology. Stalking through its surroundings, Blazor chases after prey and is available now. Blazor’s AniMotion technology gives the toy the spring and traction it needs to tackle even the toughest opponents. Suitable for ages five and up, Blazor’s sensors let it detect changes in the environment and respond to them in a split second, avoiding obstacles to pursue prey. Blazor also features sound, communicating moods in growls, roars and screeches. Blazor’s infra-red controller allows different play modes so that all young roboticists can experiment with the functions. Choose from standard infra-red play, search, or ramp up the action with search and destroy mode, guard mode or sound

SPIN MASTER Air Hogs is the market leader in RC Toys (Number one RC Toy Manufacturer and Property – NPD EPOS YTD June 2011) and has grown 58 per cent in 2011 (NPD EPOS YTD June 2011). Air Hogs aims to deliver innovation but also superior performance without the hefty RC price tag. The Air Hogs Vectron Wave is now back on TV screens. The Vectron Wave hovers in the air using obstacle sensors to detect the proximity to the ground and placing a hand underneath it controls its altitude. The Air Hogs Sharp Shooter will also be flying onto television screens this autumn. No target is safe from the

VIVID IMAGINATIONS AniMagic sees the arrival of Benji My Best Friend in autumn/winter. The puppy will let kids know that it’s pleased to see them by barking, sitting up and wagging its tail. The toy plays tug of war with a rope growling playfully and when tired it will lie down. Also available is Sunny My Pick me up Puppy. It will jump up and down when it sees someone and can be calmed when picked up and stroked. The AniMagic range will be supported this autumn/winter with TV and an extensive PR campaign. Vivid also has some classic family games on the go. Fun favourite Bop-It is now available in a convenient handheld

01844 278888 mode. The toy is also equipped with a switch in its jaw which allows for input even without the controller. It can also sense other Blazors. Sue Barratt, country manager for Meccano UK, says: “Blazor is an awesome addition to our massively popular portfolio of robots, complementing Meccano’s Spykee the wi-fi spy robot. “We are convinced that retailers will see Blazor as an extremely affordable toy which includes huge added value play features, such as remote control, interactivity, intuitive intelligence and realistic sounds, as well as speed and motion.”

01628 535000 pinpoint accuracy of the original indoor missile-launching Sharp Shooter helicopter. With its patented Steady Fly Technology for stable flight, its arsenal of plastic missiles can blast enemies with the push of a button. Both products will help to showcase the Air Hogs brand when it forms part of a CITV sponsorship campaign, along with other Spin Master boys brands, Bakugan and Tech Deck, this autumn. The new Air Hogs Hyper Actives Stunt – the double-sided vehicle which can perform unstoppable stunts including flips, jumps, and 360degree spins – will also feature within the CITV sponsorship programme which begins in September.

01483 449944 size so players can Bop-It, Pull-it or Twist-It anywhere. For the more strategic players, there is Battleship the original tactical combat game and, finally, there is Operation for players who want to test their operating skills on Cavity Sam. All games come in an electronic-carabiner format.

SECTOR GUIDE ELECTRONIC TOYS

WORLDS APART The vocal Winnie the Pooh Interactive Friend was made to become an integral part of a child’s daily activities, allowing them to role-play by mirroring their own routines throughout the day with Pooh. Designed to be simple to set up, parents can adjust Pooh’s settings to match existing routines and the bear then changes modes throughout the day to playfully engage with children, using over 50 phrases. Equipped with a honey pot and spoon for meal times, the battery operated Pooh alerts children when he gets hungry (‘I’ve got a rumbly in my tumbly’), asks to get dressed in the morning and is ready for bed at the right time for your child (‘good night friend’). The interactive cuddly toy aims to become a friendly daylong

WOW STUFF Air Swimmers are giant-sized flying fish and come in two species – choose from the flying clownfish or the flying shark. The Air Swimmers are simple to control in even the tightest of spaces. Using the radio control handset the fish can be manoeuvred forwards, backwards, sideways and up and down by moving the feeder fish. The controls are precise enough to make the fish fly upstairs or downstairs. Air Swimmers need to be filled with helium in order to fly. Helium is readily available from florists or party shops and other than that, the fish are ready to fly straight out of the box. My Keepon is a YouTube hit with over four million views. Wow Stuff is expecting the squishy yellow dancing creature to be the biggest toy craze this Christmas period. My Keepon was born of a project between two scientists, one based in NY and the other in Japan. The original model hit YouTube and attracted millions of viewers and was spotted by Wow Stuff directors, who asked if the robot could be made into a toy. The interactive traits of My Keepon include touch reactivity and an ability to listen to music, detect the beat and dance in perfect rhythm. My Keepon was made to be engaged with, as it responds not only to

OCTOBER 2011

0800 389 591 companion for a child and has numerous play options, such as an interactive hide and seek game and variety of phrases. The new learning aid promotes physical activity and coordination and was designed to offer play value. The innovative plush toy is the core product in Worlds Apart’s latest range based on new film themes and characters. Working closely with Disney, sponsorship activities for the Interactive Friend will be running on Disney’s TV channels and its digital platforms. Further electronic items in the range include the themed Toddler Bed, Go Glow Clock Bedtime Trainer, Go Glow Light and more. Worlds Apart is supporting the full collection with PR and marketing activity.

0870 054 6000 the music, but also to movements and sounds, such as clapping. Wow Stuff believes that My Keepon’s life-like movements and cute-factor means it has universal appeal, making it a completely unique toy. Annoying Monsters is the latest range of interactive toys from the 50 Fifty group. The five monsters each have four different sensors, which when activated, do something funny. The monsters were expelled from Planet Boggus by Queen Griselda, who found them just too annoying. So now they’ve arrived and all they want to do is meet people and annoy them. Each cheeky character has its own name and annoying habits to entertain family and friends.

WOWWEE Lite Sprites give girls the power to capture, transfer and share colour and light in the world of Lite-Topia. It’s the home of the Lite Sprites, which each have a coloured light they can share with other Sprites and play-sets. There are five Lite Sprites to choose from, each with its own back story. There is a Lite Wand that can collect and share new colours and comes with a series of games. Colourful and interactive Deluxe Play-sets and the Tree Of Lite are also available. Recommended for ages four and over. A multi platform campaign is planned to promote Lite Sprites and build collectability. 500 TVRs will be delivered through October, November and December. Three creatives will be rotated on air, including a new ad starring the Tree of Lite and positioning it as a Christmas purchase. A PR programme will also be in place. Light Strike is an interactive gaming system that brings video games into the real world. Light and sound effects put players in the middle of combat, creating ever-changing battle scenarios. There are individual challenges to conquer, one-on-one play or team battles. The range has built-in weapon choices and slots to attach accessories. Light Strike’s Christmas marketing campaign launches in October and runs through to Christmas. The ad will deliver over 500 TVRs. For the month of October there is a promotion

ZAPF CREATION

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with Cartoon Network based around an interactive transmedia series: Light Strike Arena. The campaign will run on TV and online. New to the Paper Jamz collection is the Pro Microphone and Paper Jamz Pro Guitar. Download the Paper Jamz Pro App to customise and add personal music to suit all musical tastes. The new Paper Jamz Pro series featuring the Pro Microphone and the Paper Jamz Pro Guitar will be promoted with a 500 ratings campaign running from October to December.

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Baby Born is entering the RC scene, just in time for its 20th anniversary. Baby Born will be making tracks in its brand new all-terrain Baby Born Adventure Quad. The quad comes with a radio control and a harness for Baby Born. The bright pink quad is suitable for children aged three plus. Also in Baby Born’s RC range is the fashionable and retro style pink City Scooter. The remote control has an easy to use function for younger children providing greater play value. Baby Born City Scooter is suitable for girls aged three and up.

PLAYMOBIL The 1.2.3. Interactive Play and Learn Farm is designed to make learning numbers, colours, animals and their sounds easy. The farm has different buttons which teach sounds, numbers, colours and languages. Match the right sound, number or colour by placing the animals on the grass and a friendly voice will say whether or not it’s correct. There’s also a shape sorter in the roof and a farmer to watch over all the animals.

01268 548111 The Robo-Gangsters have some tricky tools for their battle to conquer the world. Their SUV can film high quality visuals from its Spy Camera, which can then be connected to a PC to produce videos of adventures. The vehicle’s firing mechanism can launch chaos capsules to cause worldwide mayhem. Add the long range Remote Control Module and combine with the Spy Camera Set to ensure swift getaways around difficult corners.

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SECTOR GUIDE WOODEN TOYS

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Wood stock Wooden toys continue to sell well, even in challenging financial times. The sector tends to be a favourite with parents and other gift-givers and offers a range of traditional, interactive and licensed products. ToyNews found out what’s new within the sector… DKL

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Wonderworld produces an extensive range of quality wooden toys including nursery and pre-school toys, mini vehicles, educational products and roleplay ranges. For every tree used in the manufacture of a Wonderworld toy, another two are planted and packaging is made from over 70 per cent recycled material. This eco theme also extends to the range of products in the Eco series, which are specifically designed to encourage children to learn about the environment and ways to save energy. The Eco House is a dolls house complete with furniture and a family, as well as eco features such as solar panels, a wind turbine, recycling bins and electric bike. The Eco House was recently recognised for its unique design, winning Junior magazine’s Best Eco Toy award. Other products in the Eco Series include Penguin Rescuer, Eco Town and Recycling Memo games. A highlight of the Wonderworld range is Mini World, a collection of Mini Vehicles and play-sets. Suitable from 18-months, with rubber wheels and driver, Mini Vehicles are available in a variety of designs from Fire Engine and Police Car through to Racing Car and Helicopter. Mini Vehicles can also be used with the Mini Garage, Airport, Fire Station and Tower Crane play-sets. Wonderworld is designed for role-play and the Neo Kitchen range remains a bestseller. Each of the appliances comes with an accessory for added play value. The Cash Register features a till roll, barcode scanner, credit card, money and a working calculator. The range of Wonderworld wood and plush mix toys, Softwood, includes pulla-longs such as Flibbo and Pullalong Tortoise, as well as rattles and baby toys suitable from birth. The Hopping Bunny Walker has a brake feature that helps babies to pull themselves up and can be loosened as they become more confident with walking.

TOMY EUROPE (FORMERLY LEARNING CURVE) Tomy Europe has held the Thomas & Friends licence for 18 years and the company continues to develop its Thomas Wooden Railway System throughout 2011. Fully compatible and including reversible tracks with roadside markings for extra play value, the range encourages traditional role-play for toddlers aged two years and up. New for autumn/winter are four collectable engines from the new DVD adventure Day of the Diesels (released in September) that sees the Steamies take on the Diesels in a fun packed adventure. Den, Dart, Belle and fire engine Flynn join Tomy Europe’s existing collectable engines portfolio, which includes Arthur, Toad, Scruff, Duncan, Fergus, Skarloey, and Devious Diesel. A new addition to the Thomas Wooden Railway

System range is the Battery Powered Figure Eight Set with Sir Topham Hatt. Retailing at around £50, this 28-piece hero product sees a battery powered Thomas going around the track and up over the bridge – all from the push of a button. With a turn of the exclusive Sir Topham Hatt signal piece, Thomas can be stopped in his tracks and re-assigned to do a different task. Also joining Tomy Europe’s wooden toys portfolio is the

JOHN CRANE Earlier this year at Toy Fair, John Crane launched its newly re-branded Tidlo Collection, with new packaging and point of sale material designed to give the brand more consumer appeal. The Tidlo Collection provides a host of ride-on toys for Christmas. The Red Scooter and Motorbike is suitable for boys, while the Lemon Scooter is aimed at girls. Each ride-on vehicle comes in high gloss paint with detailing; the easy grip handlebars and pneumatic tyres are designed to give kids a more comfortable ride. The new Kitchen Station has red cupboards and checkerboard tiling with a cooker, hob, sink and roomy cupboard. The set is completed by the addition of accessories including pans, spoons and salt and pepper shakers. The Nativity Set comprises all the figures required for a depiction of the holy scene. The toy will encourage new vocabulary and learning about the Christmas story. John Crane is also the UK distributor for the wooden Pintoy portfolio, along

020 8722 7300 Chuggington Wooden Railway range. The new line is fully compatible with other wooden train systems and features unique two-in-one stackable buildings and magnetic couplings. With almost 30 different products available, the collection features a number of iconic engines and destinations. Speaking of the new range, European marketing manager, Nikki Jeffrey said: ”Tomy are committed to the continued investment in the Chuggington product portfolio. We are delighted with the introduction of Chuggington Wooden Railway and will sit perfectly beside our Chuggington Die-cast and Chuggington Interactive ranges. Chuggington Wooden Railway is hugely innovative and totally in keeping with our trainplay plus consumer experience.”

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with the educational GoGo Toys collection. A consumer advertising campaign is planned to run from September until Christmas, with additional promotions

and full social media support, including a John Crane Advent Calendar which will run on the blog from December 1st to 21st to support retailers in this crucial sales period.

OCTOBER 2011

SECTOR GUIDE WOODEN TOYS

MARBEL Marbel strives to bring fun, educational, environmentally friendly and innovative wooden toys to the UK market. The company is distributor for nine exclusive wooden toy brands in the UK, including Brio, Plan Toys, Hope, Educe, I’M Toy, George Luck, Animals and more. Brio continues in the wooden railway market, developing products packed with play value. The Central Station uses an LCD display screen and sound recording function. Launching this autumn, the Metro Railway Set allows children to add an underground railway to their Brio collection. The Metro train creates sound and its headlights light up as it moves around the track. The recently revamped Educe range of classic wooden toys with an innovative twist has proved to be a big hit. Since 1983 Educe toys have earned international distinction for quality craftsmanship and educational

01208 873123 value. The Chef Kitchen is a stand out Christmas present in the range; the kitchen allows children to create their own mealtime with this oven, cupboard and sink station. For clean-up there is the sink and towel rack. The cupboard can be used to store dinnerware, pots and pans, or can be turned into a refrigerator instead. The Chef Kitchen has a simple, classic design and natural colours. Plan Toys, producer of rubberwood toys, maintains the ethos of pushing the boundaries of environmentally friendly toy production. The new Fire Engine with Fireman features an extendable ladder, turntable and hose reels. The classic Victorian Doll House has a timeless Victorian design and is a key product for Christmas.

GREEN BOARD GAMES

Green Board Games’ very first game in 1991 – The Alpha Animals Game – used hand-carved wooden animals sourced from workers co-operatives in Africa. It still does, and has lasted over 20 years in a competitive sector. New for 2011 is a number of games that use wood as a major part of the playing experience. Qwirkle, winner of the 2011 Spiel des Jahres, Germany’s game of the year, has 102 wooden squares to arrange in rows and columns of colours and shapes as players try to make an elusive Qwirkle. Qbitz is a visual perception game where players race to replicate an abstract pattern using wooden cubes.

BIGJIGS

THE PUPPET COMPANY The Puppet Company is now offering Wooden Puppet Theatres. For the last few years customers have been asking for both table top and floor standing theatres, so the firm has been working with wooden toy manufacturers to produce a good value product that is well-made and decorative. A small family run firm was chosen to build the toys, designed by The Puppet Company’s UK team. The Floor Standing Theatre combines functional features, such as the side fabric panels which both have a large pocket to keep the puppets in. The optional ‘play shelf’ at the front provides a place for the puppet to perform on and a place for their props to enhance performance. The back curtain is on a strong pole, which locks into place giving rigidity to the whole structure and the side legs prevent the theatre from falling forward. The decorative front and top panels are made to be easy to clean. The red and yellow harlequin designs are supplied ready assembled – all the user needs to do is fold out the sides and lock them in place with the ‘play shelf.’ The theatre is perfect for all types of small and medium size glove puppets and works particularly well with finger puppet characters such as in the Traditional Story sets. Folds flat for convenient storage.

OCTOBER 2011

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Dizios is a domino style game with a twist and again uses the feel and texture of wood. In the construction category there are also two new games from Mindware. Contraptions contains 50 identical wooden planks and can be used to build ball track structures. Players can create ramps, funnels, chutes and contraptions like the Black Hole and Bounce Plate. Catapult is what it says on the box. The construction set allows an authentic catapult to be built with planks, a little glue and the help of easy, step-by-step instructions. Everything that’s needed is in the box – then all that’s left to do is find a target, take aim and fire.

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Bigjigs Toys has specialised in wooden toys for 26 years and now has over 1,200 products ranging from puzzles and traditional toys to balance bikes. A recent addition is a range of spacethemed wooden room accessories including a three dimensional mobile, a coat hook, book ends and a height chart, which are all illustrated with brightly coloured graphics. Also new are two mobiles, a Ballerina and Football design, as well as a farm mobile to join the existing range of farmthemed accessories. Bigjigs’ modern versions of the wooden trapeze have brightly coloured graphics with Ballerina and Pirate designs. There are two ballerina designs and two pirate designs, which are

available in assorted packs of three selling units. Bigjigs has also introduced a range of stocking fillers from racing cars to spinning tops. The pull-back racing animals and pullback racing cars each come in a display box of 12 units. The new wooden kaleidoscopes, also available in a display box of 12 pieces, have a contemporary colour palette of soft pinks, purples, greens and blues combined with natural wood. At 70mm tall they will fit into stockings. The spinning tops are decorated with five brightly coloured patterned designs. Available in a display box of 24 pieces, the stocking fillers are in the pocket money price range.

NEW WEBS LAUN ITE CHES A UTUM N 2011

R UME G S N CO RTISIN E ADV MPAIGN CA

EXTEN SI RETAIL VE E SUPPO R RT

M TALKE OST DA BRAN BOUT SOCIA D ON L MED IA AUGU ST 2011

John Crane Ltd 8 Carousel Way Riverside Park Northampton NN3 9HG ORDERS 01604 77 49 49 sales@john-crane.c o www.john-crane.co .uk .uk

SECTOR GUIDE WOODEN TOYS

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RMS Grafix is expanding its wooden toy collection for 2012. Dedicated to creating new products, the brand has been developed to inspire creativity and hands on play. The products are designed to encourage interaction, imaginative play and developmental learning. Grafix tailors its products to suit the educational needs of children at different stages. With over 30 years success in the market, the firm is now looking at wood as a resource worth exploring. The wooden play range consists of seven products suitable for both boys and girls aged 18 months and up. Each product is made to encourage hand-eye

ESDEVIUM

0161 727 8182

GIBSONS GAMES

020 8661 8866

co-ordination and problem solving at an early age. Moving toys the Play Truck and Play Train have features that can be interpreted differently depending on the level of play and age of the child. All the products in the range, such as Play Bugs and Play People, require shape and colour recognition.

01420 593593

Gibsons has been making games since 1919 and the range includes a wide selection of deluxe game sets including wooden Backgammon and Chess, which are inlaid with walnut and maple. The chess sets come in faux leather cases and contain weighted Staunton pieces made from Kariwood and Boxwood, with a choice of King heights. Presented in metallic silver packaging, they are aimed at both the novice and more serious game player. Gibsons also produces a range of traditional games made from re-forested hardwoods. Using only fine materials and traditional craftsmanship, they are harvested with minimal cost to the environment. Each product goes

ASOBI Boikido offers classic wooden game play – from stacking blocks and puzzles to activity tables and ride-ons, Boikido toys are built to be passed down from generation to generation. The Boikido Shapes Train Play-set encourages learning through play, with shapes that must be stacked to complete the puzzles. The Boikido Musical Building Blocks are brightly coloured wooden blocks that make different musical sounds when shaken. Uncle Goose is a range of hand crafted wooden blocks including nursery rhyme, ABC and number sets and the latest addition to the collection is the Alphabet Block Wagon set.

INTERPLAY Esdevium is offering a range of Hasbro Nostalgia games, in the form of classic titles: Monopoly, Cluedo and Risk. Made using traditional manufacturing materials, the Nostalgias are all presented in a wooden box. All three games have been given the premier treatment – game contents and playing pieces are also made to a high standard with the Monopoly playing pieces made of brass and houses and hotels made of wood, as opposed to the plastic used in modern day manufacturing. The same is also true of the other games, with painted wooden

armies dominating in Risk and detailed murder weapons for Cluedo. All three products are modelled on versions of the games from the 1950s or earlier and the wooden boxes, durable, high spec components and original artwork help to distinguish them as a traditional collection. The Nostalgia edition board games from Hasbro have already achieved wide acclaim in the media, both at London Toy Fair and Hamleys’ Christmas in June press event. The games are available now, exclusively from Esdevium Games.

Interplay’s Technokits apply the tradition of wood to the world of technology. Technokits include a range of vehicles such as the electric Stunt Buggy and Dragster. Featuring a timber-slot assembly with pre-cut wood, the cars can be built with no glue and no mess. Alternatively, there is the Trebuchet – a scale model of the infamous Warwolf –

through an exhaustive hand finishing process resulting in a smooth, polished finish. In the range are classics such as Shut the Box and Chinese Chequers, as well as other classics including Dominoes & Cribbage, as well as more exotic games such as Mancala, which is believed to be one of the oldest games in the world. There are also four mini Eclipse travel games – Solitaire, Shut the Box, Tiddlywinks and Chinese Chequers. Each game also acts as storage for the pieces and is presented in classic, but contemporary packaging.

01628 200077

New to Asobi’s portfolio for autumn/winter is Sledges, fold flat wooden sledges.

01628 619100 a devastating siege machine from the 13th century that could batter down castle walls. As with the vehicles, all pieces are pre-cut ready for assembly. With Technokits, both young and old can enjoy creating technology projects designed to stimulate a practical knowledge of technology through play.

OCTOBER 2011

SECTOR GUIDE WOODEN TOYS

HIPPYCHICK

01278 434440

LITTLE TIKES Established in the toy industry for over 40 years, Little Tikes boasts a range of high quality wooden toys. Designed for parents who prefer the option of more traditional wooden toys, the smart Cooking Creations Premium Wood Kitchen is designed for children aged two to six. The deluxe kitchen features a granite-look worktop, double sink, shelves and a telephone. With plenty of moving parts, the kitchen encompasses a double stove, oven with window door and a dishwasher, along with a microwave, a clock and a fridge with an ice dispenser. The appliances have clicking knobs and the kitchen also comes complete with pots and pans, accessories and spice jars. For added home role-play activity for children, the kitchen’s laundry centre includes a

Distributed by Hippychick, Moover Toys is a Danish range of ride-on and pushalong toys which come in both a warm natural and a vibrant cherry red wood. The design mixes contemporary lines and classic styling and there are five to choose from – Baby Walker, Baby Truck, Dump Truck, Doll’s Pram and Rocking Horse. Four of the styles are delivered in a self-assemble form and come in packaging designed to make a visually striking display.

RED TOOLBOX

Red Toolbox offers sets of carpentry tools complemented by a selection of original and real wooden carpentry kits. The tools are specially designed to suit a child’s grip while doing the same job as the adult version. The wooden kits are ideal for teaching and applying various skills. The step-by-step level system is made for helping kids develop and gain skills as they go, while working with and enjoying the support from their parent. Each level increases in difficulty and the level of precision required, while aiding the improvement of hand-eye co-ordination and motor skills. The wooden carpentry kits enable children to make items such as a Soccer Table, Catapult Set, Go Cart, Birdhouse, Toolbox and Treasure Chest. Kits are available individually or

OCTOBER 2011

Moover Toys are assembled easily and quickly with a click key system, removing the need for any tools. The building of the toys is intended to be a fun, educational and bonding experience between parent and child. The Moover Doll’s Pram won Best Classic Toy in the Junior Design Awards 2011. This toy looks to bring high-end contemporary design to the girls’ classic – the pram – creating a toy to inspire imaginative play.

LE TOY VAN

01908 8979 2036

washer/dryer and timer along with a laundry basket.

020 8979 2036

+353 (0)91 521857

as part of a combo set, which includes all the tools required for the job. The tools are also sold in sets so that a child can build a collection of tools and kits. Following on from the success of the existing range for the eight-plus age group, comes the launch of the Red Toolbox Junior Range for the five and up age group in January 2012.

Cherry Tree Hall is the latest addition to the extensive Le Toy Van doll’s house range. At 92cm high and 66cm wide, it is the largest doll’s house that Le Toy Van have ever produced. The painted wooden three-storey doll house features opening shutters and windows, removable roof panels and chimney stacks, which reveal a spacious loft area and staircases that double as room dividers. Finished in magnolia with pink and blue detailing, Cherry Tree Hall is scaled for Le Toy Van’s existing range of dolls and furniture, all of which are available to buy separately. 2011 also saw the launch of many other new Le Toy Van products including Appleby House, another addition to the

doll’s house range. Other new products include Emerald Castle, which features an angled tower structure; a re-designed Camelot Castle and two new Budkin knight characters. The London Bus is a new Budkins vehicle set, with a Budkin Bus Driver character included. Le Toy Van’s wildlife range saw the launch of a new farm play-set – Pippin Farm – and two new painted wooden wild animal sets. The Honeybake range has been joined by a three-tiered cake stand and a sliceable chocolate cake. Other new products include a range of new Budkins characters including fairytale, wedding and pirate ranges along with a re-designed Phantom Ghost Pirate Ship.

SECTOR GUIDE WOODEN TOYS

RAINBOW DESIGNS The Very Hungry Caterpillar is brought to life in Rainbow Designs’ wooden toy range. The Wooden Peg Puzzle features individual pegs numbered from one to five and under each peg are illustrations of the food from The Very Hungry Caterpillar story – starting with one green apple and ending with five oranges. The toy is designed to encourage and help young children to get to grips with numbers and handeye co-ordination. Rainbow’s The Very Hungry Caterpillar Wooden Dominoes features 17 individual dominoes each illustrated with the distinctive, colourful imagery from the classic tale. The traditional game is packaged in a wooden presentation box and helps with counting, interaction and play. The Wooden Pull-along is a 30cm long toy which features a green, red

HALILIT Designed to encourage a love of music from a young age, the Halilit range includes a Wooden Tone Drum, which is made of replenished rubberwood and has three distinct tones for a great sound. Suitable from two years, the Wooden Tone Drum comes with a rubber tipped wooden mallet and the drum is

HABA All made from sustainable beech or maple wood, coloured with ecological, solvent-free lacquers, Haba has toys which aim to please children of all ages from birth to pre-teens and are made to last. Voted as top baby toy in the Independent Toy Awards 2010 from Toy Shop UK, Haba’s clutching and rattling baby toys are ideal as a first toy and each has bright colours and different features designed to keep little ones entertained. For example, Clutching Toy Pixie includes a bell and mirror foils as well as a pixie, a toadstool and a tree. The range of wooden pushing vehicles is suited to toddlers on the move. Animal Scooters features characters such as Crocodile Chris, Cow Caro and Horse Paulina. There are also pulling and stacking toys with different activities designed to develop hand-eye co-ordination such as Stacking Toy Zoolino and Convoi. Haba’s numerous wooden construction toys incorporate a range of activities to foster spatial thinking, perseverance and fine motor skills. Colourful Building Blocks Maxi are compatible with all of the company’s

OCTOBER 2011

01329 227300

PAPO

01564 784969

and blue caterpillar that wiggles when pulled along. It has purple felt ears and comes packaged and presented in an illustrated box. Also available is Rainbow’s The Gruffalo collection, which features a Peg Puzzle, Dominoes Set, Woodland Creature Cabin, Gruffalo Catcher, Plant Press and Gruffalo Magnifier.

01254 872454 approximately 16cm in diameter. The range of high quality musical instruments are safe for babies from three months and help parents to introduce their children to music making and all the developmental benefits that music can bring. All the instruments are designed to be held by little hands and inspire babies and toddlers to create their own music.

0161 304 9555 building blocks and play value grows with the addition of themed sets from Kaleidoscopic Blocks and Moulded Columns to Mirror Blocks. The Ball Track Construction Sets provide the challenge of making an obstacle course to send a marble racing to its destination, with the latest Ball Track Sounds Set incorporating acoustic effects.

Papo UK is expanding its Environment collection of toys with the introduction of Castle in the Clouds, which is designed to complement the Tales and Legends category of the Papo collectable figurines. The item will be released in autumn. The Castle in the Clouds is set on a pink cloud and comes with a set of

REVELL One of the most important men of the Renaissance, Leonardo da Vinci, drew numerous plans for machines representing the technology of his time. Revell, the global model maker, is commemorating Leonardo da Vinci by recreating many of his inventions as fully functional, wooden models with designs based on original sketches and his museum collection. Each kit features moving parts, an authentic sketch and a guide booklet, offering model enthusiasts the chance to get inside the mind of ‘the man who wanted to know everything’. New additions to the Leonardo da Vinci wooden kit range for 2011 include the Catapult in 1:72 scale; one of the world’s most important industrial inventions is bought to life with the Printing Press in 1:12 scale; the Parachute in 1:32 scale and Leonardo’s famous Vitruvian Man in 1:16 scale, which is an example

guests to celebrate the wedding of the princess and prince including the Elf Ballerina, wearing a tutu and ballerina shoes on a Unicorn. Also included is a Blue Elf Child with pony, a dragon and the Lilac Princess. The play-set is in line with Papo’s mission to deliver realism, imagination, creativity and interactivity.

01442 890285

of the way Da Vinci’s studies fused art with science. The current Leonardo da Vinci wooden kit range includes the Aerial Screw which laid the foundation for the helicopter propeller; the Giant Crossbow; the Glider, with moveable wings; the Hydraulic Saw, which enhances the ageold tradition of working machines; the Parabolic Swing Bridge and the Rotatable Crane.

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Dedicated monthly retail coverage

Retail Only News • Data • Opinion

Firebox.com to offer more toys

Comment

E-tailer restructures kids and toys and games categories to cater to a wider audience

Page 70

by Lewis Tyler

Counter Insurgent pleads with suppliers to give indies a chance...

FIREBOX.COM’S new toys and games section of the site has been expanded ‘to offer consumers so much more than before’. The kids section has also been streamlined. It’s now divided into age groups ranging from birth to 12, covering the categories: playtime, feeding, clothing, nursery, travel, electronics and bathing. Speaking exclusively to ToyNews Paul Zimmerman, CEO, said: “Firebox is well known for its quirky and fun toys and games, but as we’ve grown it has made sense to evolve the categories. Having dedicated categories for both toys and games and our kids ranges means our customers can browse and navigate the site more easily and has allowed us to widen our product remit.” As part of the reshuffle, Firebox is offering a host of new toys, including Air Swimmers from Wow Stuff, Mattel’s Angry Birds Knock On Wood and the Princess Catherine Wedding Doll. Caroline Jenkins, buyer for toys, games and kids, said: “Toys and

Research Page 71 This month, Dubit looks at kids TV habits and licensed toys relating to their favourite programmes...

New products Page 72

Toys and games are part of the Firebox back bone, mirroring our fun, playful nature of the business. games are part of the Firebox back bone, mirroring our fun, playful, Neverland nature of the business. “Firebox has expanded the category to provide edgy and cool

products for kids up to 12 years. Our goal is for adults and children alike to fight over the next big toy come Christmas day.” The site’s top five selling toys are: Angry Bird plush mini with sound, Parrot AR Drone, My Monopoly, Darth Vader Lego Minifigure Alarm Clock, Razor Ultra Pro Scooter. To celebrate the move, Firebox has launched a competition to win £3,000 worth of product. The closing date is October 31st. www.firebox.com

New offerings from Paul Lamond, Orchard Toys, Britains, Articulate and Cardoo...

Product Shades music targets the toy business Hero Page 73 A BIRMINGHAM-BASED music retailer is targeting the toy market with a new children’s guitar tuition system. Shades Music has developed a system called Rainbow Colours, aimed at children aged three to 12 years, which teaches guitar using coloured strings. The firm has developed a pack

which it will be launching this month, which includes a 3/4 guitar with coloured strings and an A4 book. The product will retail for between £59.99-£64.99. A ukulele version will also be available. The book and strings will be sold separately. Chris Poole, owner of Shades Music, explained: “We want to break into the wider music market and possibly other markets

such as toys as well. We’ve had interest from Argos and Toys R Us. “We do a lot of tuition here and the idea came about when one of the students said it would be easier to understand if the strings were coloured. So we developed the idea from there.” The firm is currently looking to widen distribution of the range. For more information contact Chris Poole on 0121 449 8181 or email chris@shadesentertainment.co.uk.

Tomy Europe’s Chuggington Interactive is the hero product for October...

RETAIL ONLY

HIGHSTREET COUNTER INSURGENT Dispatches from the retail front line... SOMEONE ASKED the other day how we keep our customers coming back. It was one of those phone calls where someone wanted to offer some consultancy work at a daily rate that made the PM seem underpaid. Do these people think I wander round with my eyes shut and don’t think everyday of every week how I can improve our ‘customer experience’ to keep them coming back? Background music offers a nicer shopping environment; I presume that statement comes from the people who are once again trying to shaft me for money. However, this year I have a cunning plan and will wait to see if their latest attempt to con me out of more money suffers from the Baldrick effect and fails miserably, or I

have to find another way of telling them to stick it. We are told that ‘theatre’ is vitally important, but sometimes this isn’t always the only ingredient necessary – a product that is in demand or so cool that all kids want one, is the answer to the all-important

For those of us lucky enough to have been to Toys R Us in Times Square, we have seen true theatre in action, but toy retailers aren’t alone in trying to create the ‘Ultimate Kids Shopping Paradise’. The arrival of the M&M store in London just shows the power of the

In the coming months that we all know will be hard, give indies a chance. We are passionate about toys. footfall. Look at Apple. It has an incredibly successful retail store operation and that is helped by a fantastic customer experience. Highly desirable products, that as long as you don’t start to unpack your flask and lunch at the table you are allowed to play and fiddle with for hours.

confectionery brands; let’s not forget this is a store that sells off-shoot merchandise of a sugar-coated chocolate sweet and at prices that make your eyes water if you are a parent taking the kids to see inside. Arguably the only toy brand to exploit this is Lego with Legoland, but I suppose we

TWEETPICKS

could argue that we are well covered by the characters at various theme parks and Disney has the theatre store concept nailed as far as the Disney Store goes. As money has got tighter, basic support (shelf strips, etc) from some suppliers has dwindled. Okay, they might support with a Toymaster window promotion, but as that directly affects my spend with that supplier that month, it should be incremental business

anyway; don’t forget the basics. Indies are great at creating theatre and giving that personal touch to a product. We won’t demand anything for using supplier’s displays, we are just grateful for getting them. In the coming months that we all know will be hard, give indies a chance – we are passionate about toys and want to support our partners by creating a shopping environment that encourages punters to look at toys in a positive light.

Follow ToyNews on Twitter – @toynewsonline

We read retailer tweets so you don’t have to… @TheBeanstalk Our first web order from Turkey is winging its way to one soon-to-be happy customer. Sometimes wish we could deliver these ones by hand. @Stevenstoys We have all the latest Transformers. Why not get some today for Xmas. Remember we have a Xmas club you can join. @titoys Working from home today as I'm more bunged up than the M25 on a Bank Holiday. Hopefully I'll feel better tomorrow. :-/

@DiscoverMeToys Have just been doing a stock check - we really do have some magical toys! #eyfstoys #educationaltoys #traditionaltoys

@BusyBeeToyshop Any shops have prob with graffiti tags on shutters? Would a mural reduce it? Less tempting than blank canvas?

OCTOBER 2011

@knottoys Another lovely email ...... "many thanks for your co operation, excellent service, the parcel arrived this morning." I like these!

@TouchWoodToys Wow. Big delivery to cram into our little shop today. Thanks for being patient with us. Thank goodness for the sunshine. :-)

@Daisy_Cate So many happy customers sending us messages of thanks at the moment. Makes me so happy too.....tra la la....

@piggybanktoys visited #autumnfair yesterday, got some cool ideas and some new items will be appearing at #piggybanktoys

@Pinkpigtoys Coming or going.....not really sure today.....I hope the week slows down!

@FairiesFriends This morning I will mostly be in the Fairy Grotto wrapping lovely things in layers of pink tissue! One of my favourite things to do!

@evtoys Find me, understand me, love me, marry me, me = every product at evtoys.com.

@PresentPlanners Listening to 1980s and 1990s love songs in the shop today and bizarrely me and all the customers know all the words! Toy shop karaoke???

@KidditoonaToys Come and meet Elmo and the Sesame Street gang at Kidditoona Toys.

RETAIL ONLY

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The talk of the playground Dubit discovers which licensed toys are performing and shines a light on the shows without toy lines... DUBIT quizzed 500 children aged seven to 11 on toys and their favourite TV programmes. We asked them about shows with established toy ranges, and those without, and how popular the show was. Out of the shows that didn’t currently have a toy licensee, we found that CITV’s Almost Naked Animals came out on top, followed by CBBC’s Pet Squad and The Suite Life of Zack and Cody. Indeed, the latter scored highest on popularity and toy preference, putting it ahead of the rest. It’s mainly a girl thing: of those aware of the show, 44 per cent of seven year-old girls and 43 per cent of nine year-old girls would look out for it on the shelves. For the boys, Pet Squad toys were most attractive to eight year-olds – 44 per cent of boys aware of the programme would buy the toy. Plus, at the younger end we see Almost Naked Animals as a possible success with seven year-old boys, with 75 per cent of those aware of the programme interested in buying a related toy. Awareness of the show is important to the potential success of the toy: The Suite Life of Zack and Cody was the only show without a current toy range to gain an awareness score of over 50 per cent, comparing well with both Yu-Gi-Oh (53 per cent) and Bakugan (43 per cent). Unsurprisingly, the mighty SpongeBob Squarepants (94 per cent) and Doctor Who (90 per cent) were top of the awareness league. Plus, when asked which shows they actually watched, SpongeBob proved he is as resilient as he is absorbent, sitting at the top of the viewers’ league with 57 per cent of kids watching the show, followed by Horrid Henry (56 per cent) and Doctor Who (52 per cent). Such ongoing engagement with the show can influence the attractiveness of an associated toy line. Aside from Zack and Cody, nontoy shows with decent viewing figures were My Goldfish is Evil (20 per cent), House of Anubis (13 per cent) and Almost Naked Animals (11

DO YOU OWN ANY TOYS FROM THE FOLLOWING TV SHOWS? 32% 29%

27%

20% 13% 9%

5% 3%

Doctor Who Spongebob Squarepants None of these Ben 10 Horrid Henry Peppa Pig Dora the Explorer Teenage Mutant Ninja Turtles Bakugan iCarly Phineas and Ferb Thomas the Tank Engine Yu-Gi-Oh In the Night Garden

32% 29% 27% 20% 13% 9% 9% 8% 7% 6% 6% 6% 5% 3%

HOW MUCH DO YOU LIKE THE TOYS YOU HAVE FROM THE TV SHOWS? 1 - ‘not at all’ 5 - ‘I really like them’ 4.7 4.4

4.6

4.4

4.5

4.7

4.6 4.2

4.1

4.3

Spongebob Squarepants Doctor Who iCarly Ben 10 Bakugan Phineas and Ferb Horrid Henry Peppa Pig In the Night Garden Thomas the Tank Engine Teenage Mutant Ninja Turtles Yu-Gi-Oh Dora the Explorer

4.4 4.7 4.6 4.4 4.5 4.1 4.5 4.5 4.7 4.2 4.3 4.6 4.3

IF THESE SHOWS HAD TOYS, HOW LIKELY WOULD YOU BE TO BUY ONE? 2.9

2.8 2.6

2.6

2.5 2.3

2.5

2.4

per cent). Unfortunately there was much less demand for a licensed toy line from My Goldfish is Evil and House of Anubis. One final question we asked the kids: what did they think of the toys they had played with from TV shows? When asked to score the toy ranges on a scale of one to five, no range dropped below a mean score of four. The top five were Doctor Who (4.7), In the Night Garden (4.7). iCarly (4.6), and Yu-Gi-Oh (4.6), with Bakugan, Horrid Henry and Peppa Pig tied for fifth place (4.5).

2.8

2.6 2.4

2.2

2.4

House of Anubis The Suite Life of Zack and Cody Supah Ninjas The Hive Wolves Witches and Giants My Goldfish is Evil Annabel’s Kitchen Bel’s Boys Bubble Guppies Trust Me I’m a Genie Almost Naked Animals Pet Squad Louie

2.6 2.8 2.5 2.3 2.4 2.6 2.2 2.5 2.6 2.4 2.9 2.8 2.4

SHOWS SURVEYED WITH TOYS Bakugan Spongebob Squarepants Doctor Who Thomas the Tank Engine Ben 10 Horrid Henry Peppa Pig Dora the Explorer Teenage Mutant Ninja Turtles In the Night Garden Phineas and Ferb iCarly Yu-Gi-Oh

WITHOUT TOYS My Goldfish is Evil House of Anubis Supah Ninjas Annabel’s Kitchen Pet Squad Wolves Witches and Giants Almost Naked Animals Trust Me I’m a Genie The Hive Louie Bubble Guppies The Suite Life of Zack and Cody Bel’s Boys

Dubit is a specialist youth research and marketing agency that helps brands to understand young people’s motivations and behaviours. Phone: 0113 394 7920 Email – research@dubitlimited.com

OCTOBER 2011

RETAIL ONLY

PRODUCTNEWS

Paul Lamond to Britains adds to its deliver Gruffalo’s stable of farm toys Child products THE ANIMATION of The Gruffalo’s Child is due to appear on BBC One this Christmas. Paul Lamond is launching three new tie-in products: The Gruffalo’s Child Floor Puzzle, a Dominoes game and the Big, Bad Mouse Board Game. These new products join Paul Lamond’s existing collection of Gruffalo games and puzzles. The Gruffalo’s Child Floor puzzle contains large-size pieces suitable for smaller fingers, and is made from hard wearing cardboard. The puzzle is packaged in a sturdy carry box with a plastic handle. In the Gruffalo’s Child Big, Bad Mouse Game where children must use colour recognition and counting

BRITAINS Farm Toys is introducing six models to its range of 1:32 scale agricultural collectables. The new John Deere 7280R Tractor has been made to reflect the new stylings of the John Deere family. Also new is the New Holland T8390 Tractor. Accessories include the Bale Trailer, with detachable hay ladders, a Shepherd & Sheep Hurdle Pack, a blue Twin Axle Trailed

if they are to win the race around the board. Finally, the dominoes game features images which reflect the story of The Gruffalo’s Child. The game uses colour and character recognition to help improve counting and matching skills. Paul Lamond: 020 7284 0100

Orchard Toys adds a trio of games SUITABLE for kids aged three and up, Monster Bingo is two separate games in one. The first requires players to match shapes and colours to the coloured monsters on the gameboards while the second, for older players, uses two dice, one with shapes and one with colours which are thrown to determine which monster to cover with slime tiles. The first with a complete line is the winner. Meanwhile, the Giant Road Jigsaw lets kids build different curving roadways which be used with toy cars and trucks. OCTOBER 2011

The 20-piece jigsaw features busy urban illustrations designed to get kids talking. There are roadworks, cars, scooters, a school crossing and more. It comes in a giant carry case. Also new is another jigsaw, Shopping Trolley. The illustrated puzzle is designed to test the construction and observation skills of children aged between three and six. Inside the shopping trolley are familiar household items to discover and talk about. Orchard Toys: 01953 859525

Livestock Transporter and some Troughs. Britains’ pre-school range Big Farm also welcomes 1:16 scale models. The Land Rover and Cattle Trailer set also has realistic features and cattle. Also new are the John Deere 6930S Tractor and Bulk Tipping Trailer set and the Massey Furguson Tractor and Trailer set, in classic red. Tomy International: 01608 812830

The birthday card that thinks it's a present CARDOOO is a new range of children’s birthday cards including activities like games, puzzles, stickers, colouring in, stories, wordsearches and simple recipes. The games include a fold-out board, dice and playing pieces. Designs include Wild West, Around the World, Ballet, Space, Pets and Football.

There are also two officially licensed Doctor Who designs. All cards are 127mm x 178mm and are the right weight to post with a normal letter stamp. WH Smith and Clinton Cards are among the names currently on board, with the cards retailing at £2.99. Cardooo: 020 3167 1802

New arts and crafts product enters the frame THE ARTICULATE Gallery is a slot sided picture frame made especially for the display of 2D and 3D children’s artwork. It takes pictures off the fridge door and places them in a frame and on the wall. Articulate first featured on Dragons’ Den, when Peter Jones and Duncan Bannatyne bought one each. The frames were recently on the BBC2’s Britain’s Next Big Thing. The show followed budding designers and

entrepreneurs as they pitched their products to Boots, Liberty and Habitat. The Articulate Gallery has since featured in Boots, Tesco Online, Paperchase, A-Space and indies. Articulate: 0141 416 4105

HERO PRODUCT

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Tomy Europe Chuggington Interactive New addition to the collection, Steam Around Old Town Set with Puffer Pete, is being backed with 1,000 TVRs, among other activity….

‘REAL STEAM’ is introduced to the Chuggington Interactive experience with the latest product in the range. The £59.99 set features character engine, Old Puffer Pete with cargo car, interactive destinations which Old Puffer Pete recognises and reacts to up to 100 sounds and phrases. Using ionised water to generate ‘steam’, engines pull up to the Old Steamworks where the push button activates a whistle top to release steam. The cargo stop, child-powered cranking roundhouse and elevated track layout and accessories, also ensure there is plenty for children to explore. The set – as with all those in the interactive range – has been designed to draw children into a well-recognised world, allowing them to recreate their favourite stories and scenarios with the characters. The product is supported by 1,000 TVRs alone, in addition to an extensive PR campaign

targeting children’s, parenting, regional and online press, plus a bloggers outreach campaign. The Chuggington Interactive range places its emphasis on an enhanced play experience, collectability and recognisable characters. The range now features almost 30 SKUs of engines, destinations and track accessories. The Cbeebies TV programme currently airs seven days a week to over 676,000 viewers for a single episode.

Release date: Available Now CONTACT DETAILS: Tomy Europe (formerly known as Learning Curve), 01392 281900

OCTOBER 2011

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CAMBRIDGE BRAINBOX is part of the Akhter group of companies. Akhter is a British firm that has been supplying computer services and networks to the education and defence sectors since 1979. ABOUT THE KITS: Developed by a former science and IT teacher with over 30 years experience, each Cambridge BrainBox kit has been designed to provide maximum educational value in line with the National Curriculum. Each kit is ideal for use at home and at school, providing a ‘hands on’ learning experience. All parts are numbered and colour coded for identification. The parts are packed in slots for easy location and storage, while the comprehensive user guides show each circuit in detail.

also focused on expanding to new retailing networks. The firm will exhibit at Toy Fair 2012. SPOTLIGHT PRODUCTS: PRIMARY 2: The Primary 2 kit teaches the basic principles of electricity and electronics. It covers the requirements for Science National Curriculum at Key Stages 1 & 2 and adds many experiments. Kids can build a flying fan, a traffic light and over 100 other projects.

PRIMARY PLUS 2: The Primary Plus 2 kit now includes all parts from the original kit with the addition of parts from two other kits. Features over 500 projects including an AM radio and working burglar alarm. CARS AND BOATS 2: The Cars and Boats 2 kit gives kids the opportunity to build an electrically powered boat or car, make a touch sensor and learn about circuits. For more details, contact: 01279 821333

PLANS FOR 2012: 2012 is set to be a busy year for Cambridge BrainBox. As well as continuing to develop exciting new ideas for the range, the company is

RICHARD EDWARD LIMITED TOY SUPPLIER

0208 311 8888 AS A BRAND owner, slick service throughout the supply chain is crucial in delivering to distribution channels and ultimately, to the consumer. As a manufacturer of cardbased products and a partner to many brands including Top Trumps and Monopoly, Richard Edward understands its part in the process; getting products in consumers’ hands, when they need them, at the right price.

Established for 30 years, Richard Edward has the capacity to produce in excess of 40 million decks of cards per annum using its fully integrated in-house facilities.

The firm produces trading card games, card components for board games, stand alone card games and playing cards for promotional and conventional use, and deliver throughout Europe and worldwide. Richard Edward was recently featured on the Discovery Channel’s How Do They Do It? Each series lifts the lid on the modern world and tells viewers how it works. Filming took place

on-site at Richard Edward, with members of the operational team, providing narrative on the processes and skills required

and tracked a specially produced pack of How do they do that? branded playing cards from artwork to finished product.

Richard Edward Limited has exciting new developments on the horizon, to keep up to date… Follow us on Twitter: RichardEdward1 Like us on Facebook: RichardEdwardPlayingCardsandGamesCards Follow our Blog: Blogger-RichardEdwardPlayingCardsandGameCards Sales contact: Richard Douglas, Lewis Young Email: richard.douglas@richard-edward.com, Lewis.young@richard-edward.com Phone: 020 83118888 Website: www.richard-edward.com

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TOY TALK

This month, a Christmas toy appeal for a very worthy cause, Elmo visits the UK and a retail favourite ties the knot... NEW UK RECORD SWINGS IN Staff at specialist mortgage lender CHL Mortgages have become Guinness World Record holders after breaking the Most People Playing Swingball record. 166 CHL employees, family members and representatives from key business partners swing-balled against each other for ten minutes to beat the previous record of 108 people. The record had previously been held by a Sydney-based company since December 2006.

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

IT’S THAT time of year when the toy industry in the UK shows its wares to the press to maximise Christmas coverage and, once again in 2011, a US example of how the indie trade is launching a campaign in the holiday season caught my eye. Toy stores in the US will be ‘celebrating the joy of play’ with the launch of Neighbourhood Toy Store Day on November 12th when members of ASTRA (The American Specialty Toy Retailers Association) will hold special events at its stores. “ASTRA is committed to putting information about the specialty toy difference in the hands of consumers,” said Kathleen McHugh, president of ASTRA and there is even a website designed to give consumers a quick and easy way to find out about this year’s Neighbourhood Toy Store Day and to learn about the quality of specialty toys and the reasons for shopping at an independent toy store. It also links to ASTRA’s Best Toys for Kids site and ASTRA’s main website. Is there a lesson there for UK toy retailers? US specialty stores use the event to give them a competitive advantage over the likes of Wal-Mart and even TRU which, although a specialist, is a truly national, multiple threat. While UK Christmas press events successfully generate mounds of publicity, it is skewed towards the most advertised products that are almost universally stocked by the biggest retailers. While we might be able to learn from some US toy industry marketing angles, it is nice to see one American multi-national tailoring its approach for the UK with two TV ads from Mattel specifically made for our market to strengthen and extend British girls' relationships with Barbie by focusing on the brand rather than on individual toys. It is a little odd that the American marketeers have taken so long to do this. We may be two nations with similar toy habits, but we remain very much divided by the same language.

Congratulations to Dominoes Toys chairman Steven Sansom and his new bride Yvette Langton, HR manager at the High Street store in Leicester. The pair tied the knot at Belmont Hotel in Leicester and were joined in the celebrations by over 100 guests. A traditional church blessing was also held the following day at the Trinity Methodist Church in Oadby. Along with the traditional wedding cake, there was also a special themed ‘Dominoes style’ cake featuring a number of toys and games.

MANAGER OF THE MONTH

IN ASSOCIATION WITH

Sandra Vauthier-Cellier Managing Director, 4Kids Entertainment What was your first job in the toy industry? My first encounter with it, was during my time at leading cereal group France Farine. I was charged with researching a ‘cooking for kids’ concept which encouraged children to make patisserie through sets containing mixes and ‘toy’ kitchen utensils. I did everything from concept to shelf which included my being involved in focus groups with children, working with the manufacturers of the toy utensils, safety testing, even price points – everything you’d expect from a role in the toy industry. My first ‘real’ job in the toy industry was here at 4Kids where, on joining, I immediately became involved with properties with a

OCTOBER 2011

huge toy presence including Pokémon, Teenage Mutant Ninja Turtles and Yu-Gi-Oh. What do you love most about working in the industry? It is always innovating, always looking for the next new thing. I also really appreciate the magical part that toys play in kids’ lives; they are literally the stuff of dreams, they encourage creativity and help children build whole new worlds. What would you do if you weren’t in your current role? I’ve always rather fancied being an architect. Or another dream would be to open a boutique hotel in Provence – I’d even include a play room full of toys.

What does your average working day consist of? Making things happen, pushing things forward, finding solutions and getting results. Best bit about your role? Working with talented people is a huge bonus and I love the way that every day is different. Also that we get to see product from initial concept to on-shelf. Use three words to describe yourself. Persistent, curious, gourmet. Who would play you in 4Kids Entertainment: The Movie? Catherine Zeta Jones.

TOY TALK

CHRISTMAS TOY APPEAL A new national children’s cancer charity is asking for donations of damaged packet toys, and has set itself a target to collect 200 high quality toys before Christmas. Joss Parkes Searchlight – which was set up by Dianne Parkes and her husband following the sad loss of their ten year-old son to a brain tumour – is appealing to toy manufacturers and distributors to support the Christmas appeal and send in some must-have toys. The charity is aiming to send a Christmas toy hamper to children with brain tumours, collate a library of toys and entertainment and also use the toys for tombola stalls and a summer raffle to help generate funds.

My Favourite Things

Please send donated items to Dianne Parkes, Joss Parkes Searchlight, Danson House, Manor Farm Lane, Ledburn, Bucks LU7 0UG. For further information about the charity, please visit www.jossparkessearchlight.org.uk.

Stephen Mills, Toy, Games and Gifts Category Manager, CPLG Number one album: After the Music Stops by Lecrae Film: Lord Of the Rings: The Fellowship of the Ring. Website: hotukdeals.com Hero: Good friend John Bradley Book: The Godfather or any Blanding’s Castle by PG Wodehouse TV programme: The Office (US version) Number one single when you were born: Stand & Deliver by Adam & The Ants. Magazine: The Week

ROWING CHALLENGE NEARS FOR BROWN As the clock ticks down to the December 4th start of his 2,936-mile rowing challenge, Flair’s Andrew Brown is moving his fundraising up a gear. Brown will begin in La Gomera in the Canary Islands, and between 60 and 90 days later, is aiming to arrive in Barbados. Out of the 24 hours in a day, 16 of these will be filled with rowing – the remaining eight will be used for eating and sleeping, and Brown will need to take in an astonishing total of 540,000 calories. So far, he’s raised just over £50,000, with the goal being £100,000. If you would like to donate, you can do so via www.rowtheatlantic.com.

Pet: Sasha, my parents’ last German shepherd. Gadget: HTC... kicks the iPhone’s butt Sport: Golf or UFC Tipple: Cuba Libre or chocolate milkshake

International superstar Elmo made a fleeting visit to the UK last month. The little monster was here to film special editions of Elmo’s World for Channel 5’s Milkshake. ToyNews’ Lewis Tyler managed to get some face time with the Sesame Street star for a special chat. The pair talked about Star Wars, tea with the Queen and, of course, toys.

OCTOBER 2011

Way to spend a weekend: A random adventure away from London. Guilty pleasure: Funky coloured trainers and Mountain Dew. Piece of advice: “Everybody is going to hurt you; you just have to find the ones worth suffering for.”

FEATURE PLANNER

DECEMBER ‘11/JANUARY ‘12 Playground crazes and pocket money toys Industry services In the new combined December/January issue, we will find out what’s hot and what’s not in the playground and what kids are spending their pocket money on. We’ll also clear some space for the unsung heroes of the toy trade - the industry services – those people who are rarely mentioned, but that most of us couldn’t live without. We’ll also be looking ahead to Toy Fair and Spring Fair as the industry gears up for 2012.

Editorial deadline: November 4th Advertising deadline: November 18th Deadlines may be subject to change

FORTHCOMING EVENTS DALLAS FALL TOY PREVIEW October 4th to 6th Dallas Market Centre, Texas www.toyassociation.org

CHINA TOY EXPO October 12th - 14th Shanghai New Int. Expo Center www.china-toy-expo.com

BRAND LICENSING EUROPE October 18th - 20th Grand Hall, Olympia, London www.brandlicensing.eu

TOYZERIA November 24th - 27th Istanbul World Trade Centre www.toyzeria.com

HONG KONG TOYS AND GAMES FAIR January 9th - 12th 2012 Hong Kong Convention and Exhibition Centre www.hktdc.com

PARIS TOY FAIR January 22nd - 24th 2012 Grande Halle de la Vilette, Paris jouets-et-jeux.com

TOY FAIR January 24th - 26th 2012 Grand Hall, Olympia, London www.toyfair.co.uk

CANADIAN TOY AND HOBBY FAIR January 29th - 31st International Centre, Toronto www.cdntoyassn.com

Got an event you would like to see added to the calendar? Email samantha.loveday@intentmedia.co.uk

www.toynews-online.biz Editorial: 01992 535646 Advertising: 01992 535647

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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Circulation & Subscriptions AUDITED CIRCULATION Average Net Circulation: 6,181 July 1st 2010 to June 30th 2011. SUBSCRIPTIONS UK: £50 Europe: £60 Rest of World: £90 The international cost applies per subscription and covers airmail dispatch of 12 issues

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