ToyNews Issue 94 June 2009

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Issue 94

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

June 2009

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Contents REGULARS

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

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

4

News

Katie Roberts Staff Writer

6

Appointments

katie.roberts@intentmedia.co.uk

8

Exclusive NPD analysis

10

Marketing spend data

12

TV ratings

15

Campaign of the month

Adrian Miles Advertising Manager Adrian.Miles@intentmedia.co.uk

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

LICENSING 18

News

21

Brand Licensing build-up

21

Summer movies

Jon Salisbury Editorial Consultant jon@wotkidzwant.com

Lisa Foster Managing Editor Lisa.Foster@intentmedia.co.uk

FEATURES 30

Hobbycraft carves a niche

32

Vivid’s new model

35

Building Meccano

37

Girls market special

50

Fashion dolls

52

Magnetic toys

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

RETAIL 56

Talking shop

58

Counter Insurgent

58

Price Check

59

Retail Charts

60

New products

61

Hero Product

72

Toy Talk

Editorial: 01992 535646 Advertising: 01992 535647

Intent Media is a member of the Periodical Publishers Associations

AUDITED CIRCULATION: Average Net Circulation: 6,069 July 1st 2007 to June 30th 2008. www.toynewsmag.com ■ ToyNews circulation is 25.5% higher than its closest competitor.

■ ToyNews requested or paid for circulation is 52.3% higher than its closest competitor.

■ ToyNews has 100% named circulation and 0% duplication.

COMMENT FANTASTIC FOUR

I KNOW you all save your copies of ToyNews in handy ring binders, arranged in monthly order, so this month’s cover will be a real treat for the hardcore ToyNews collector.

In a unique promotion with Mattel, we are running not one, but four different versions of this month’s cover as part of the firm’s ongoing celebration of Barbie’s 50th anniversary. It’s a first for us, it’s a first for Mattel and it’s the kind of imaginative promotional activity that should be encouraged in the market. I prefer the blonde.

The more retailers get involved with suggestions, comments and ideas the better it will be.

And this month also sees the launch of a new retail opinion spread in ToyNews (P56), giving retailers of all shapes and sizes the chance to air their views, vent spleen or set a new agenda. But, as with anything, it relies totally on the interaction and engagement of those for whom it has been created. The more retailers from indies and majors, store managers and store owners get involved with suggestions, comments and ideas, however small, the better it will be. You want suppliers to hear your grievances? This is the place to air them. And for suppliers it will be a useful barometer of the toy retail climate.

But it is totally dependent on our retail readers, so please, don’t be shy, get involved.

Ronnie Dungan ronnie.dungan@intentmedia.co.uk

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NEWS

Mattel shuffles marketing pack Canadian takes up reins as marketing director ● Makes immediate impact with unique ToyNews cover creative

by Ronnie Dungan

Girls’ tastes highlighted

MATTEL UK has appointed Erica VanKamp as its new director of marketing, UK and Ireland.

VanKamp joins from Mattel Canada were she was sales director. She has been with Mattel for over ten years and previously held leadership roles in the Girls’ marketing team and latterly the WalMart sales team in Canada.

This is another example of Barbie pushing the boundaries of design.

Erica VanKamp, Mattel Erstwhile marketing director Jackie Jordan will undertake the newly created role of regional marketing services director.

The new position will play a key role in the development of the marketing organisation within Europe.

NEW DATA from children’s market research specialist Carrick James has shed more light on girls tastes and buying habits, ranking the top ten toy choices of girls aged 0-10.

Vivid’s Crayola was top of the list among girls aged 0-4 years old ahead of Mattel’s Fisher Price Baby and Learning Toys. Unsurprisingly, doll brands also featured heavily, with Disney Princess top among them, ahead of Zapf’s Baby Annabel.

In the older age group of girls aged 7-10 High School Musical dolls were the number one ranking toy ahead of Bratz dolls and Crayola. For girls aged 0-12 High School Musical dolls were the number one draw.

Elsewhere in the survey Hannah Montana was the top hero among girls aged 7-8; CBBC was the top channel among 5-14 year olds; High School Musical the top TV programme for girls aged 5-14.

VANKAMP HAS immediately notched up a first with a never-before-seen creative execution for Barbie in this month’s ToyNews As part of the brand’s ongoing 50th anniversary celebrations, Barbie will be the star of four different cover designs, which will each be sent to a quarter of the ToyNews readership.

The contemporary execution features head shots of Barbie in four fun styles and is inline with the brand’s new visual strategy. The creative is currently being rolled out across all communication touch points including product, packaging and POS. Mattel marketing director Erica Vankamp explained: “Barbie is already the ultimate cover star, but her strength lies in her ability to keep innovating. This is another example of Barbie pushing the boundaries of design, and testament to the brand’s commitment to bringing Barbie to life.”

TRA chief boosts ToyNews TOYNEWS IS launching a new retailer opinion forum this month (see page 56), backed by the TRA and its chairman Gary Grant.

As part of a commitment to increase its coverage of the toy retail sector, ToyNews will be asking for thoughts and opinion from

JUNE 2009

the whole of toy retail on a different topic every month.

Gary Grant will be contributing his own leader column to the page.

“What we’re trying to create is a part of the mag that belongs entirely to retail,” said editor Ronnie Dungan. “And its success

and vibrancy depends on the reaction of retailers. The more they get involved and interact with us, the more potent it will become as a platform for them to air views, discuss issues and set agendas that actually affect some change within

the trade. I hope we can spark some enthusiasm from all parts of the retail channel.”

TRA: 08707 537437

FAVOURITE TOYS & GAMES, GIRLS AGED 0-4 1 Crayola 2 Fisher Price Baby/Learning Toys 3 Disney Princess 4 Baby Annabel 5 Baby Born 6 Play-Doh 7 My Little Pony 8 Barbie Dolls 9 Aquadraw 10 Vtech Electronic Toys (Source: CJMR)

FAVOURITE TOYS & GAMES, GIRLS AGED 7-10 1 High School Musical Dolls 2 Bratz 3 Crayola 4 Nintendog 5 Barbie 6 Play-Doh 7 Polly Pocket 8 Disney Princess 9 Sylvanian Families 10 Puppy in My Pocket (Source: CJMR)

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NEWS

www.toynewsmag.com

Hamleys makes cuts Major cutbacks at head office planned, losing up to a third of back-room staff HAMLEYS is to announce major cut-backs at its head-office, making up to 20 people redundant, thought to include half of its six-strong buying team headed up by Ian Gibbs.

Demoralised staff at the boutique toy retailer are effectively being reinterviewed for their own jobs.

The news comes after a period of uncertainty for the firm following the demise of Icelandic parent company Baugur, which fell into administration in February. Hamleys has always maintained that the store operated independently from its parent as a self-funded operation.

The recessionary trading climate has also impacted the firm, however.

“We are clearly in the midst of a tough economic climate and we need to improve our operational model to continue to be successful,” said CEO Gudjon Reynisson.

“The new structure will be flatter, simpler and more flexible, making us well placed to cope with any further deterioration in economic conditions

and leaving us in a strong position to gain when the upside comes.

“We are very pleased our trading has been strong recently – we are over five per cent up year on year on a like for like store basis since the start of April – but we feel we have to structure the business to cope with a worsening climate,” said Reynisson.

Hasbro backs girls’ range Heritage brands lend weight to firm’s ‘best ever’ girls market offering

by Ronnie Dungan HASBRO SAYS its autumn/winter girls’ product line-up is its strongest to date with FurReal Friends, My Little Pony, Baby Alive and Littlest Pet Shop ranges leading the assault.

Littlest Pet Shop is a collectable aimed at girls aged six to nine. There are almost 300 new pets to collect throughout 2009. There are Limited Edition Pets sprinkled throughout the range including a flocked furry camel, colourful toucan and crocodile. The Collectable Pets and Single Pets are TV supported throughout 2009.

FurReal Friends, meanwhile, is added to with Lulu, My Cuddlin’ Kitty.

The animatronic kitten loves to be stroked, showing her appreciation by rolling on to her back so you can stroke her tummy. It meows and purrs when it is happy and even cleans itself with its paw. Lulu will star in its own TV campaign in autumn/winter with 200 planned TVRs. There will also be activity in girls’ press titles as well as other PR activity.

Sleep & Twinkle StarSong is one of the My Little Pony hero SKUs this autumn/winter. StarSong comes with many accessories including a feeding

We have some really exciting products based on classic brands.

Imke Heinrich bowl, sippy cup and dummy, it can tell you what she is feeling too with phrases like “StarSong sleepy”.

StarSong is an ideal comforter for night-times, as it has a light that glows in its belly, can sing a lullaby and will shut its eyes when it is sleepy.

A TV campaign will comprise 200 TVRs in bursts throughout autumn/winter.

Lastly, Baby Alive is back but comes refreshed as Real Surprises, a doll that pees and poops, has a variety of facial expressions, speaks over 50 phrases, giggles and laughs. It comes with nappy, food and juice refills as well as a food bowl and spoon to feed with. It will also be TV-supported autumn/winter.

“We are looking forward to seeing the success of Hasbro’s Girls Brands this year and feel we have some really exciting products based on classic, favourite brands appealing to all types of girls aged 3-9,” said senior brand manager, Imke Heinrich.

“After the FurReal Friends success with Biscuit, the Fun Lovin’ Pup in 2008 we are excited to launch the gorgeous Lulu, My Cuddlin’ Kitty, the cat that cleans herself.”

Hasbro: 0207 569 1234

5

GMTV polls toy buyers

GMTV HAS linked up with ToyNews for an online promotion, giving suppliers exposure to 1.7m unique users every month.

The deal will enable suppliers to gain exposure to the GMTV audience via a series of competitions on the site, run in conjunction with ToyNews. To enter the competitions, consumers have to answer a short series of questions about their toy buying habits.

The results of the monthly polls will then be published in ToyNews and on its website, giving readers valuable insight into consumer buying trends.

ToyNews editor, Ronnie Dungan, said: “This promotion is great because it gives us access to valuable consumer research from the great toy-buying public through GMTV’s hugely popular website and it gives suppliers a chance to put their products in front of them, too.”

GMTV: 0207 827 7000

ALL THE LATEST NEWS & VIEWS DIRECT TO YOUR MOBILE PHONE WHEREVER YOU ARE

mobile.toynewsmag.co.uk

BOOKMARK US TODAY JUNE 2009

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APPOINTMENTS

INDUSTRY MOVES Clive Jones returns, new venture for Cards Inc founder, departures at Mega Brands...

FROM LEFT: Clive jones, Lori Heiss and Erica VanKamp.

FORMER CORGI EVP and Cards Inc founder, Darren Epstein, has returned to the industry, setting up a new company called Factory Entertainment and has been busy building a portfolio of toys and collectable products and projects.

Also on board is a team of industry professionals. Epstein said: “We have recruited some experienced members to the team who I have worked with for many years, to help the company reach its goals.”

To kick off the offering, Factory Entertainment is releasing the Super Mario Brothers Sticker Collection, created in conjunction with Enterplay USA. The firm has also acquired the IP and brand of Master Replicas.

Popular industry stalwart Clive Jones is also returning to the industry, setting up his own firm.

Jones, formerly MD of Dekkertoys and Golden Bear and one-time chairman of the BTHA, has set up Clive Jones Leisure. The new operation will handle sales for a number of established lines including, initially, Lanard Toys which is best

known for its Corps range of military action figures plus a huge range of outdoor toys and water guns.

Longer-term Jones intends to import products from the Far East and Europe, including some licensed lines and develop its own product.

Advanstar Communications has revealed a new show director for Licensing International expo.

Liz Crawford will immediately take on the role.

She previously served as group director for Questex Media, overseeing the Home Entertainment expos, International Hotel Investment Forum, HotelWorld and the Russia Hotel Investment Conference.

Crawford has more than 24 years of experience in the B2B trade show industry.

Troubled Mega Brands has been forced to shed some staff with international product controller Grant Timms and Claire Cullinane leaving the firm.

Mattel UK has appointed Erica VanKamp as its new director of marketing UK and Ireland.

VanKamp joins from Mattel Canada were she was sales director.

She has been with Mattel for over 10 years and previously held leadership roles in the Girls’ marketing team and latterly the Wal-Mart sales team in Canada.

Erstwhile marketing director Jackie Jordan will undertake the newly created role of regional marketing services director. The new position will play a key role in the development of the marketing organisation within Europe.

Hit Entertainment’s senior director of international marketing Lori Heiss has become the latest high profile departure from the licensing firm.

Tomy has reshuffled its in-house marketing team.

Ane Olsen is still PR manager, but works in a part-time role, and there are four brand marketers - Antonia Rainbow, marketing manager, Infant & Preschool; Ruth Beman is senior brand manager for Arts & Crafts and Girls; Paul Batchelor is senior brand manager for Boys Toys and Amanda Loveday is brand manager for Nursery.

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NPD RESEARCH

Retail Sales Trends

Properties

Toys spring into life UK RETAIL sales were up 4.6 per cent in April on a like for like basis according to the British Retail Consortium. This was due to Easter falling in April this year compared to March in 2008, as well as warmer sunny weather this April, while last year it was cold and wet.

This uplift was consistent across both food and non-food with outdoor leisure, clothing and footwear particularly showing strong growth. Non-food internet, mail-order and phone sales grew by 12.5 per cent and continue to find favour with consumers.

With the moving Easter holiday making like for like comparison difficult for April, the toy market has never-the-less shown signs of improvement with average price continuing to increase, reaching £6.04 in April 2009 from £5.94 in April 2008.

Traditional toys costing more than £20 now account for 25 per cent of all value within the market, growing by five per cent for the year to date.

The super-categories driving this price rise are building sets and outdoor & sports, where average prices have risen 16 per cent and 15 per cent respectively.

Infant and pre-school continues to be the biggest super-category accounting for 21 per cent of total value sales for the year to date April 2009, with infant toys particularly continuing to grow. Infant toy growth is driven by walkers, mobiles and rattle categories as new parents are reluctant to compromise on their new children beginnings.

The warm weather early in the year has meant a strong opening for

Sales

Average Price

UK Toy Sales (value, year to date)

April 2008

Source: NPD

JUNE 2009

April 2009

-14%

properties so far this year. Bolt is now the tenth-ranked new property for the year to date, with the plush items performing strongly, while Aliens vs.

Monsters has already become the sixth biggest new property with Vivid’s Action Figures driving the growth.

Bakugan and Lego’s Power Miners continue to be the top two new properties this year with Bakugan now the 14th biggest property in the total market. However, there is little change at the top of the chart with Ben 10 holding on to the number one spot driven by the new Alien Force product ranges and TV show. Star

With Easter performance boosting sales and some decent weather, the market now starts to look forward to the summer blockbusters and related new toy launches. Hopefully the films this year will have a beneficial impact. the outdoor and sports category which has grown one per cent in value for the year to date April 2009. Properties that are driving this increase include Little Tikes, Ben 10, In The Night Garden and Swingball – all showing double digit growth for the period.

New film and TV releases have been driving a number of new

April 08: £5.94

Wars is still number two and continuing to grow.

With Easter performance boosting sales and some decent weather, the toy market now starts to look forward to the summer blockbusters and related new toy launches.

Hopefully the number of action films out this year will have a beneficial impact on the toy market.

April 09: £6.04

Top 5 properties April 2009 1. BEN 10 2. STAR WARS 3. THOMAS AND FRIENDS 4. IN THE NIGHT GARDEN 5. HIGH SCHOOL MUSICAL

Best property progression April 2009

HM ARMED FORCES Character Options’ eagerly anticipated launch of the licensed HM Armed Forces range has leapt from 665th place to 271st…

Best item progression April 2009

Monsters vs. Aliens Mini Figure Two-Pack (Vivid Imaginations) The film was released in the UK in April and Vivid Imaginations’ toy range has already rocketed up the charts from 708th place to 87th…

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NPD RESEARCH

www.toynewsmag.com

Retail Sales Trends UK APRIL 2009 (£ SALES - VALUE)

UK APRIL 2009 (UNIT SALES - VOLUME)

1

BEN 10 ALIEN FORCE 10CM FIGURES

BANDAI

2

BEN 10 ULTIMATE OMNITRIX

BANDAI

2

BEN 10 ALIEN FORCE 10CM FIGURES

BANDAI

3

BAKUGAN STARTER PACK

SPIN MASTER

3

CARS VEHICLE ASSORTMENT

MATTEL

4

SMART TRIKE PLUS GIRLS

MOOKIE

4

BEN 10 FIGS 10CM ASSORTMENT

BANDAI

5

BEN 10 ALIEN FORCE 15CM DNA FIGURES

BANDAI

5

POWER RANGERS JUNGLE FURY FIGURES

BANDAI

6

KIDIZOOM CAMERA

VTECH

6

BAKUGAN CARD BOOSTER

7

BEN 10 FIGS 10CM ASSORTMENT

BANDAI

7

GORMITI FIGURE FOILBAG ASSORTMENT

8

CARS VEHICLE ASSORTMENT

MATTEL

8

GOGO’S III EXPLORER PACK

9

HOT WHEELS BASIC CAR ASSORTMENT

MATTEL

9

TALKING THOMAS ASSORTMENT

10

POWER RANGERS JUNGLE FURY FIGURES

BANDAI

10

BEN 10 ALIEN FORCE 15CM DNA FIGURES

UK YEAR TO DATE (£ SALES - VALUE) 1

BEN 10 ALIEN FORCE 10CM FIGURES

2

KIDIZOOM CAMERA

3

POWER RANGERS JUNGLE FURY FIGURES

4

STAR WARS CLONE WARS BASIC FIGURES 3.75

5

BEN 10 FIGS 10CM ASSORTMENT

6 7 8

CARS VEHICLE ASSORTMENT

9

BAKUGAN STARTER PACK

10

STAR WARS CLONE WALKER

1

HOT WHEELS BASIC CAR ASSORTMENT

MATTEL

SPIN MASTER FLAIR ESDEVIUM GAMES GOLDEN BEAR BANDAI

UK YEAR TO DATE (UNIT SALES - VOLUME) BANDAI

1

HOT WHEELS BASIC CAR ASSORTMENT

MATTEL

VTECH

2

BEN 10 ALIEN FORCE 10CM FIGURES

BANDAI

BANDAI

3

CARS VEHICLE ASSORTMENT

MATTEL

HASBRO

4

POWER RANGERS JUNGLE FURY FIGURES

BANDAI

BANDAI

5

BEN 10 FIGURES 10CM ASSORTMENT

BANDA

BEN 10 15CM ACTION FIGURES

BANDAI

6

STAR WARS CLONE WARS BASIC FIGURES 3.75

BEN 10 ULTIMATE OMNITRIX

BANDAI

7

BAKUGAN CARD BOOSTER

MATTEL

8

BEN 10 15CM ACTION FIGURES

BANDAI

SPIN MASTER

9

SPEED RACER DIECAST VEHICLE ASSORTMENT

MATTEL

10

ITNG MINI PLUSH ASSORTMENT

LEGO

HASBRO SPIN MASTER

HASBRO

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

NPD Eurotoys is the Number 1 information provider for Market Research to the Toy Industry in Europe Contact: NPD Eurotoys UK, Rosemount House, Rosemount Avenue West Byfleet, Surrey, KT14 6LB. _ 01 932 355 580

09

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ADVERTISING TRENDS

MARKETING SPEND ANALYSIS MONTHLY SECTOR SPEND MONTH SUB MARKETS

MAY-08 SPEND* (£)

JUN-08 SPEND* (£)

JUL-08 SPEND* (£)

AUG-08 SPEND* (£)

SEP-08 SPEND* (£)

OCT-08 SPEND* (£)

COMPUTER/ELECTRONIC £4,396,430.00 GAMES

£5,000,653.00

£5,130,918.00

£3,296,292.00

£2,918,446.00

£6,929,557.00

TOYS & GAMES/PRE£3,299,101.00 SCHOOL/LEARNING AIDS

£2,545,422.00

£1,474,787.00

£2,321,496.00

£4,802,763.00

£10,883,892.00

TOTAL (ALL)

£7,695,531.00

£7,546,075.00

£6,605,705.00

£5,617,788.00

£7,721,209.00

£17,813,449.00

23.03%

76.21%

73.10%

-7.76%

-31.54%

1.50%

YEAR ON YEAR DIFF %

MONTHLY ADVERTISING SPEND (12M TO APRIL ‘09)

SHARE OF ADSPEND (12M TO APRIL ‘09)

COMPUTER GAMES/ELECTRONIC GAMES TOYS & GAMES/PS TOYS & LEARNING AIDS

SECTOR

SHARE

COMPUTER GAMES / ELECTRONIC GAMES

61%

TOYS & GAMES / PRE-SCHOOL / LEARNING AIDS

39%

COMPUTER GAMES/ELECTRONIC GAMES TOYS & GAMES/PS TOYS & LEARNING AIDS TOTAL (ALL)

100%

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ADVERTISING TRENDS

www.toynewsmag.com

11

Our monthly marketing analysis page looks at TV and press advertising spend. The information from Billetts (formerly Thomson Intermedia) accurately monitors actual discounted spend across the media,as opposed to quoted ratecard figures and offers comparisons with rival sectors as well…

*Discounted NOV-08 SPEND* (£)

DEC-08 SPEND* (£)

JAN-09 SPEND*(£)

FEB-09 SPEND* (£)

MAR-09 SPEND* (£)

APR-09 SPEND* (£)

TOTAL SPEND* (£)

£16,496,388.00

£12,161,854.00

£1,630,930.00

£3,348,588.00

£4,643,842.00

£5,043,033.00

£70,996,931.00

£10,278,195.00

£3,308,914.00

£508,355.00

£1,292,312.00

£1,987,424.00

£2,931,543.00

£45,634,204.00

£26,774,583.00

£15,470,768.00

£2,139,285.00

£4,640,900.00

£6,631,266.00

£7,974,576.00

£116,631,135.00

13.51%

10.32%

0.50%

-12.95%

-9.92%

-16.57%

4.83%

TOP 20 ADVERTISERS (12M TO APRIL ‘09) COMPANIES

PERCENTAGE OF ALL SPEND NINTENDO 18.5% MATTEL 9.6% ACTIVISION 6.1% UBI SOFT 5.5% ELECTRONIC ARTS 4.4% HASBRO 4.0% CHARACTER OPTIONS 3.2% SONY COMPUTER ENTERTAINMENT EUROPE 2.9% THQ 2.6% MICROSOFT GAME STUDIOS 2.4% ROCKSTAR GAMES 2.3% SEGA ENTERPRISES 2.0% PLAYSKOOL 1.6% TOMY 1.6% VIVID IMAGINATIONS 1.6% BANDAI 1.4% CAPCOM 1.3% KONAMI 1.3% FLAIR LEISURE PRODUCTS 1.3% VTECH 1.2% TOTAL (TOP 20) TOTAL (ALL)

74.4% 100%

CHANGE (YEAR-ON-YEAR)

29.1% -19.6% 95.5% 56.5% -21.6% -5.0% -32.1% -11.0% 31.0% 1250.4% 145.7% 6.7% 26.6% -35.0% -55.4% 13.5% 238.6% 16.3% -2.3% 149.9% 11.0% 4.8%

The spend data supplied to ToyNews is limited to press and TV (excluding all other media). This is because 90 per cent of advertising spend in the toys, games and computer games category is in these two media and the monitoring process is quicker so that the data provided is more current than previously supplied (only one month in arrears). The press spend data is discounted rather than ratecard.

Billetts captures approximately 20,000 advertisements every day and its total database currently contains some 70 million ads. It works with 180

advertisers spending over £3 billion.

This enables it to predict, with a great degree of accuracy, the cost of each piece of creative captured.

Its TV coverage monitors ITV London, Channel 4 and Channel 5 (24/7) all ITV regional terrestrial and 25 cable and satellite channels on rotation. Press monitoring includes national dailies, national Sundays, 28 key regional titles and around 350 consumer and business magazines plus supplements, inserts, scratch cards, cover wraps and promotions.

Billetts Media Monitoring is the fastest and most sophisticated advertising monitoring service in the UK that provides both spend data and latest creative treatments.

To find out how BMM could benefit your business visit: www.ebiquity.com/uk/bmm or email us at enquiries@billetts.com

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AIRTIME STATISTICS

The ratings game The top-performing children’s TV shows on terrestrial and multi-channel....

SHOWS ACROSS ALL TIMES APRIL 09

SHOWS ACROSS ALL TIMES YTD APRIL 09

TIME

TITLE/DESCRIPTION

CHANNEL

OOOs

%

TIME

TITLE/DESCRIPTION

CHANNEL

OOOs

% AIRINGS

16:35

LITTLE HOWARD'S BIG QUESTION

BBC1

181

15.7

1

1

08:34

SPONGEBOB SQUAREPANTS

GMTV1

200

18.4

40

2 08:15

BEN 10

GMTV1

153

13.0

4

2 09:00

WHO WANTS TO BE A SUPERHERO?

BBC2

175

12.4

14

3 07:57

THE SARAH JANE ADVENTURES

CBBC

151

10.3

11

3 17:29

GRANDPA IN MY POCKET

CBEEBIES

174

9.4

39

4 08:34

SPONGEBOB SQUAREPANTS

GMTV1

151

15.6

14

4 10:01

BASIL'S SWAP SHOP

CBBC

169

10.8

1

5 09:01

WHO WANTS TO BE A SUPERHERO?

BBC2

6 17:46

CHUGGINGTON

CBEEBIES

148

10.9

2

5 17:46

CHUGGINGTON

CBEEBIES

168

8.7

83

147

8.8

21

6 08:50

POWER RANGERS JUNGLE FURY

GMTV1

166

13.2

64

7 16:36

MI HIGH

BBC1

147

10.2

3

7 17:01

KERWHIZZ

CBEEBIES

162

10.1

17

8 16:36

BLUE PETER

BBC1

145

10.7

9

8 16:46

UNDERGROUND ERNIE

CBEEBIES

162

9.3

5

9 08:50

POWER RANGERS JUNGLE FURY

GMTV1

145

11.9

10

9 16:35

THE LEGEND OF DICK AND DOM

BBC1

160

10.2

13

10 07:42

DINOSAUR KING

GMTV2

144

11.6

3

10 08:19

BEN 10

GMTV1

160

15.8

30

1

AIRINGS

COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) APRIL 09

COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) YTD APRIL 09

TIME

TITLE/DESCRIPTION

CHANNEL

OOOs

% AIRINGS

07:42

DINOSAUR KING

GMTV2

144

11.6

3

1

2 07:13

THE BATMAN

GMTV2

106

13.3

5

3 08:08

TOM AND JERRY TALES

GMTV2

104

7.8

4 16:15

HORRID HENRY

CITV

100

8

5 16:43

GRIZZLY TALES FOR GRUESOME KIDS CITV

99

6 07:32

POKEMON BATTLE DIMENSION

GMTV2

95

7 08:15

SAMSAM

GMTV2

93

8 09:25

TEENAGE MUTANT HERO TURTLES

CITV

86

9 19:30

SONNY WITH A CHANCE

10 10:31

MY GOLDFISH IS EVIL

1

SOURCE: INFOSYS/BARB.

JUNE 2009

TIME

TITLE/DESCRIPTION

CHANNEL

OOOs

%

06:45

DINOSAUR KING

GMTV2

148

10.9

24

2 07:27

TOM AND JERRY TALES

GMTV2

114

8.3

32

8

3 07:42

HORRID HENRY

CITV

99

8.3

94

96

4 06:22

POKEMON BATTLE DIMENSION

GMTV2

98

10

68

7.3

38

5 06:00

GRIZZLY TALES FOR GRUESOME KIDS CITV

96

7.1

36

13

25

6 07:42

THE BATMAN

GMTV2

95

12.0

8

8

8

7 08:16

TEENAGE MUTANT HERO TURTLES

CITV

86

7

9

7

9

8 06:45

SONNY WITH A CHANCE

DISNEY CH 84

5

6

DISNEY CH 84

5.2

6

9 07:13

SAMSAM

GMTV2

81

7

112

CITV

6.6

15

10 06:23

MY GOLDFISH IS EVIL

CITV

81

6.6

15

81

NOTE: THESE CHARTS ARE BASED ON AVERAGE PERFORMANCE

AIRINGS

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Products are not to scale Peppa Pig - Astley Baker Davies/E1 Entertainment 2003. THE MR MEN SHOW™ DILLYDALE™ Copyright © 2009 THOIP (a Chorion company). All rights reserved. Fireman Sam © 2009 Prism Art & Design Limited © 2009 HIT Entertainment Limited. Teletubbies TM Ragdoll Worldwide Ltd.

Jumbo Games Limited, 2 Carters Row, Hatfield Park, Hatfield, AL9 5NB T: 01707 289289 E: uk.saleshotline@jumbo.eu W: www.jumbo.eu

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CAMPAIGN OF THE MONTH

15

Hot Wheels, Formula Hot Wheels Mattel Mattel’s latest marketing campaign to promote the evergreen boys brand combines a TV partnership with online, print and live events...

FORMULA HOT Wheels is an interactive fan club whereby members can earn points for one of four teams in the championship. Having earned points in a number of ways, from attending events to visiting the website, boys can then see their team compete in live-action races during the year on TV partner Cartoon Network. The team with the highest number of points at the start of each race will win on the day.

The campaign for Formula Hot Wheels brings together an extensive TV partnership between Mattel and Cartoon Network, print partnerships and online activity.

the day. The races have been filmed to showcase real Hot Wheels track sets such as the new Trick Tracks Jurassic Starter Set in action, providing lots of inspiration for fans at home to create their own race-off.

TV Lynchpin of the campaign, an extensive sponsorship and broadcast programme has been developed with Cartoon Network. The campaign features a strong mix of 10, 20, 30 and 60 second spots aimed at recruitment driving, as well as pre and post race awareness. The four Formula Hot Wheels races will also be broadcast throughout

PRINT Leading boys title, Toxic, is on board as print media partner for the campaign. Print activity kicked off in May with a four page launch insert including team fact cards and cut and keep activities. The title will promote recruitment throughout the year both in print and online. In addition, high profile competitions will focus attention around each of the four races taking place. Supporting print activity, a Formula Hot Wheels poster insert will drive collectability and club awareness.

ONLINE A new website has been designed to host the club based at formulahotwheels.co.uk. On the site, members can earn points for their team and check out how the competition is doing, as well playing games and taking part in Hot Wheels activities.

EVENTS A Formula Hot Wheels live event will take place this month, bringing the campaign to life for over 6000 boys, each will be able to take part in activities themed around each team as well as participate in a final race-off for a coveted place on the podium.

JUNE 2009

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The UK’s only dedicated monthly licensing coverage

News • Media • Opinion

Xxxxxx xxxx xxxxx xx xx xxxxx xxx xxx Box office bankers

Pages 22-27

This summer will see a raft of major movies hitting cinema screens - and the toy industry is set to reap the benefits.

ToyNews looks at what licensed products will be available...

BLE 09

News

Page 21

Pages 18-19

Event director Jessica Blue looks forward to Brand Licensing Europe later this year, talking us through some of the early plans...

Details of Hasbro and Discovery’s new joint venture, Star Trek success, Disney Consumer Products plans for 2009 and 2010…

Xxxxxxx xxxxx xxxxxx xx xxxxxxxx xx xxxxxxxx xxx xxx x xxxxxxxxx xxxxxx xxx xx xxxx xxx xxxxx xx xxxx xx xxx xxx xxxxx xx xx xxxxx

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LICENSINGNEWS

IN BRIEF 4KIDS PICKS UP ARTHUR 4Kids has secured the licensing and merchandising rights in the Nordic territories to the forthcoming Luc Besson family adventure movies, Arthur and the Revenge of Maltazard and Arthur and the War of the Two Worlds. The new deal will see 4Kids develop and manage licensing opportunities in Denmark, Sweden, Finland, Iceland and Norway for Arthur and the Revenge of Maltazard, which launches throughout the region on December 4th. Arthur and the War of the Two Worlds will follow in 2010.

4Kids: 020 7297 5980

DISNEY HIT BY ‘DIFFICULT’ SECOND QUARTER Even one of the world’s biggest entertainment firms isn’t immune from the current economic conditions. Profits at the Walt Disney Company as a whole dropped 46 per cent in its second fiscal quarter. The firm reported net income of $613 million for the three months to March 28th, down from $1.1 billion the previous year.

Revenue also dropped to $8 billion.

However, consumer products actually saw a lift of nine per cent, recording revenue of $496 million.

DCP: 020 8222 1000

RAINBOW SPA CHOOSES BANDAI FOR NEW PROJECT Italian animation firm Rainbow SpA has chosen Bandai to be the European master toy partner for its new TV show, Pop Pixie. The series is due to kick off in spring 2010, with the brand having already enjoyed success in the Italian toy market with the launch of a limited edition range of dolls back in 2006.

Bandai’s line will include dolls, figurines, plush and play-sets, all available through Europe from autumn 2010.

Bandai: 01489 790944

MIXED BAG FOR 4KIDS IN Q1 4Kids saw the licensing revenue in its first quarter (ending March 31st) remain flat year-over-year, however its losses did narrow to $2.0 million from $6.4 million for the period in 2008. Net revenues for the period totaled $10.2 million, compared with $15m for the same period in 2008. 4Kids’ trading card business, however, continued to be impacted by the wider economic issues.

Revenues from the sale of Chaotic trading cards for the quarter was $437,000 compared to $2.4 million for the same period last year. The firm said this was mainly due to distributors selling existing stock rather than ordering new product.

4Kids: 020 7297 5980

JUNE 2009

Hasbro and Discovery ink key joint venture Company continues to grow its offering outside of traditional toys and games market ● TV network and online component planned utilising top brands...

by Samantha Loveday HASBRO IS teaming up with Discovery Communications for a new joint venture which will include a television network and a website.

Both the network and the venture’s online component will feature content from Hasbro’s vast portfolio of entertainment and educational properties. New programming will be based on brands such as Trivial Pursuit, Scrabble, My Little Pony, GI Joe and Transformers among others. Content from the Discovery library – such as Bindi and the Jungle Girl and Hi-5 – will also be included, along with programming from third party producers.

At the closing of the transaction, Hasbro will purchase a 50 per cent

stake in the venture, which will hold the assets related to Discovery Kids Network in the US, for which Discovery Communications will receive $300m. The joint venture’s rebranded network is expected to debut in late 2010, reaching approximately 60 million Nielsen households in the US. Programming will be geared to children aged 14 and below. Merchandising opportunities associated with on-air content will also be available.

“Hasbro continues to evolve as a company with an unwavering vision of reimagining the potential of our incredible portfolio of brands well beyond traditional toys and games,” commented Brian Goldner, Hasbro’s president and CEO.

RAF ties with IMG

Vivid celebrating early Star Trek film success

THE ROYAL Air Force has appointed IMG as its new worldwide licensing agent.

Up until recently, the RAF had worked with 4Kids to raise its profile in the licensing and merchandising arena, scoring a number of successes.

Its latest venture is as part of the HM Armed Forces toy line from Character Options, which launched last month.

“We are delighted and honoured to represent the RAF and its portfolio of brands,” said Simon Gresswell, VP of licensing at IMG. “We have already identified a number of distinct opportunities in specific product categories, which will celebrate the brand’s attributes and be built on consumer touch points, from its proud history to its modern day, hitech profile.”

IMG: 020 8233 5300

VIVID IMAGINATIONS is pushing ahead with the roll out of its Star Trek toy line, following the phenomenal success of the movie at the box office.

The film took $8.8 million in its opening weekend in the UK, while in the US it took $76.5 million, 50 per cent higher than industry projections.

The strong start is also good news for the 27-plus licensees signed up CPLG. Vivid is distributing the Playmates master toy line across the UK, and is now looking to accelerate toy supplies to meet public demand.

“Nobody expected the Star Trek movie to out-perform to this extent,” said Paul Weston, Vivid’s UK chief executive. “It is a very welcome surprise for retailers and ourselves.

Retailers are now looking at Star

“Today, consumers are embracing our powerful brands through unique and immersive entertainment and educational experiences in a number of areas, including movies and new digital platforms.

“We believe the time is right for Hasbro to take the next step into television through our partnership with Discovery Communications,” Goldner continued.

Hasbro: 020 8569 1234

Trek as a potential top five boys property for this year, with the high ticker play-sets like the Starship Enterprise looking to be a major Christmas volume driver.”

Vivid: 01483 449944

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LICENSINGNEWS

www.licensing.biz

Disney charging into 2010

19

IN BRIEF WWE SEES Q1 DIP

Core and evergreen franchises to be boosted with brand extensions and new consumer products ● New movie content also on way for several brands...

by Samantha Loveday DISNEY CONSUMER Products is planning a number of key growth initiatives for 2009 and 2010 for a number of its brands.

First up, the Disney Princess brand will welcome its first new Princess in more than ten years. Princess Tiana will make her debut in The Princess and the Frog in February 2010, marking a return to 2D hand-drawn animation for the firm. Leading up to the launch, Disney’s first classic fairytale, Snow White and the Seven Dwarfs, will be released on Blu-ray hi-def and DVD in time for Christmas. Rapunzel will follow later in 2010.

Disney Fairies, meanwhile, will be boosted by the arrival of the second film in the series in November, Tinker Bell and the Lost Treasure. The first, Tinker Bell, became one of the most successful video releases of 2008.

Initially planned as a four-title series, the success of the franchise has led Disney to add two more films to the development slate, bringing the series to six in total.

This year and 2010 will see DCP expand product categories and integrate further Fairies characters into product executions alongside Tinker Bell.

Expanded product lines are also planned for Mickey Mouse Clubhouse in the pre-school sector, while autumn will see the arrival of a new line of toys based on Handy Manny.

In the UK, Playhouse Disney achieved its best ever quarterly

World Wrestling Entertainment has reported its first quarter results for the period ending March 31st 2009.

Revenues totaled $107.8 million, compared with $162.6 million in the comparable prior year quarter.

Operating income was $16.7 million (2008: $27.1 million) and net income was $10.3 million (2008: $19.5 million). Revenues from the consumer products businesses, meanwhile, were $33.1 million versus $43.4 million.

WWE: 020 8834 1016

WIGGLES CHARACTER HEADING OUT ON HER OWN Dorothy the Dinosaur is to tour the UK with her own live show. The tour is due to start at the end of July and will visit over 100 venues over the course of three years. The show, which has been written by the ‘blue’ Wiggle, Anthony Field, will be available in two formats: a full theatre show and a shorter mini show more suited to smaller venues. The tour is being produced and promoted by Amazing Shows. www.amazingshows.co.uk

LICENSING STARS FOR MARVEL IN FIRST QUARTER

performance, doubling its share yearon-year and attracting 5.8 million viewers between January and March 2009, up 14 per cent on the previous year. In April, Playhouse Disney achieved its best ever weekly share, making it the UK’s number one preschool channel in pay TV. Moving on, and Cars 2 is being planned for 2011, while awareness for the brand is being kept high thanks to Cars Toons airing on Disney Channel.

The 3D releases of Toy Story 1 and Toy Story 2 are also paving the way for the arrival of the third instalment next summer.

Finally, Disney’s tween business remains a focal point as new entertainment is introduced and product lines continue to evolve.

New TV series Jonas, starring the Jonas Brothers, will premiere towards the end of the year, coupled with a new season of Hannah Montana.

DCP: 020 8222 1000

A stronger than expected contribution from its licensing division helped Marvel to net sales of $197 million and net income of $44.5 million for its first quarter.

This is compared to net sales of $112.6 million and net income of $45.2 million in Q1 2008. www.marvel.com

HIT UNVEILS NEW SHOWS Hit Entertainment has revealed that it is working on three new shows.

Mike the Knight – from the creator of Lunar Jim – will be produced in CG animation; new pre-school show The Real Mees will see Hit working with Waybuloo creator Dan Good; while Kids Hate Clowns is in early development from Firestep and Impossible Pictures.

Hit: 020 7554 2500

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JUNE 2009

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LICENSING BLE 09

www.toynewsmag.com

21

Olympian countdown If you weren’t lucky enough to be able to make the trip over to Las Vegas for Licensing International this month, worry not, because Brand Licensing Europe is just four months away. Samantha Loveday speaks to event director Jessica Blue to find out what we can expect...

PART OF MY preparations before heading out to Las Vegas for Licensing International involved checking the weather forecast. It was 38 degrees. While the temperature is unlikely to reach this level in London in October – or maybe ever – it’s still well worth making the trip to Olympia for Brand Licensing Europe, especially if you missed out on the heat in Vegas.

Things are shaping up well for what will be the 11th BLE show.

Sales are up six per cent on this time last year, with over 100 exhibitors confirmed. These include such big names as 20th Century Fox, Beanstalk, BBC Worldwide, Chapman, Chorion, Sony Pictures Consumer Products, Target Entertainment and Warner Bros. On top of these established companies, a number of newcomers have signed up including Big Bocca Productions, Fitzroy Media, Walker Books and Characteristix among others.

“Our aim for Brand Licensing Europe has never changed: our goal is to deliver the very best business event for the European licensing industry across all categories,” Jessica Blue, event director, explains. “We’ve invested in new features to enhance the visitor experience, including more catering outlets and not to be missed content in the Licensing Academy, TV Lounge and Screening Suite.

“Our visitor base is constantly expanding and we are witnessing more and more buyers from sectors such as health and beauty, sports and video games. This is why we’re launching three product showcases – The Salon, Licensed Lifestyle and the Toy Store to highlight a few of the thousands of opportunities available across different categories at Brand Licensing Europe, to make it easier for visitors to make a direct link between opportunity and product potential and to direct them to exhibitors’ stands.”

Our aim for Brand Licensing Europe has never changed - to deliver the best business event.

Retail also remains a key focus: “We work extremely hard to address the needs of the retail community – including online retailers and independents – starting with our retail research programme on site that gives us a solid understanding of retailers’ needs, in relation to licensing and also the show,” Blue continues.

The Hosted Buyer Scheme will return to tempt European retailers, the Retail Buyers Centre is also being introduced (see box out on right for further details) and a visitor relationship manager will engage with all key retailers.

“We’ve been doing this for many years and it paid off in 2008 when retail attendance accounted for 15 per cent of all visitors and we saw a marked increase in the retail buying teams from the likes of Auchan, Debenhams, Tesco, Asda, Sainsbury’s and Next.”

Blue believes that, despite the economic climate, licensed merchandise appears to be holding

up well, with people looking to brands they know and trust.

“Licensing as an industry seems to be weathering the storm pretty well and licensors are becoming increasingly aware about emerging territories and untapped markets, which is encouraging companies to expand and find out more,” she concludes.

Brand Licensing Europe takes place on September 30th and October 1st at the Grand Hall, Olympia, London. Go to www.brandlicensingeurope.com for further details.

RETAIL BUYERS CENTRE EXPLAINED ALL RETAILERS visiting the centre throughout the course of the show will receive complementary and impartial assistance from a sevenstrong stable of licensing experts.

Led by Keith Pashley of The Keith Pashley Project, the independent panel will include: Karen Addison, Karen Addison Associates; Fiona Macleod, Fred and Ginger; Chris Muggletone, Licensing Advice.com; Richard Pink, Pink Key Consulting; Gill Thomas, Consulting GT; and Melanie Wood, director of training, Advanstar.

“We need to ensure we continue to meet the needs of our ever growing retail visitor base,” says show organiser Jessica Blue. “The Retail Buyers Centre is the perfect

starting point for retailers to navigate their way around the 2,000 properties on show. Our consultants will be briefed to assist everyone and every possible query: from the independent looking to get into licensing, to the grocer interested in finding the next pre-school smash, or the major multiple on the hunt for forthcoming movie merchandising deals.

“Whatever the quandary, our experts will be on hand to point retailers in the right direction throughout the duration of the event,” Blue concludes.

Retailers are advised to make an appointment in advance by emailing Keith Pashley on buyerscentre@advanstar.com.

JUNE 2009

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LICENSING BOX OFFICE HIGHLIGHTS

A summer of film It's shaping up to be another strong summer at the box office. With X–Men Origins: Wolverine, Hannah Montana The Movie and Star Trek already packing in the audiences, there's still Terminator: Salvation, Transformers: Revenge of the Fallen, Ice Age 3, Harry Potter and the Half–Blood Prince, GI Joe and G–Force to come.

Samantha Loveday takes a look at some of the tie–ins that licensees have to offer throughout the season...

HASBRO

020 8569 1234

Hasbro will be hoping to repeat the phenomenal success of the original Transformers film two years ago when Revenge of the Fallen hits cinemas on June 24th.

Clearly, the brand will be a key focus within Hasbro's boys toys range with a full marketing campaign to reflect this.

The toys themselves start from the smallest scale at three–inches, called Legends, through to Scout, Deluxe, Voyager and Leader, increasing in size and scale.

A new action figure of Sam, with Bumblebee, is also being introduced to the range. The character can fit within

JUNE 2009

the vehicle and Bumblebee can transform into a robot without having to take Sam out of the driving seat, resulting in him sitting on his arm firing additional weapons.

Hasbro also has a line aimed at younger age groups featuring simpler transformation. These include Powerbots, Gravity Bots and Fast Action Battlers. Role–play is also key for 2009, with Bumblebee being the main focus. Bumblebee Helmet and Arm Blaster will allow fans to play out key scenes from the movie featuring the character. Collector lines include Robot Replicas and Robot Heroes.

Product innovation is evident through the line, with an all–new Mech Alive feature in the Deluxe, Voyager and Leader scales. This makes the toys more representative of their big screen counterparts, showcasing the inner workings through cut–outs in the chest plates and panels.

The ultimate Decepticon will also make an appearance in the toy line.

Devastator is a combination of six other vehicles and features lights and

sounds. It will be released post movie.

As well as Transformers, Hasbro also has plans to launch a toy line for GI Joe in July. A full range of new action figures will come with universal projectiles and launchers, while vehicles will include jets, tanks and other all terrain items.

All vehicles feature electronic lights, authentic sounds and hidden weapons systems. The Snake Eyes role play–set includes a mask and ninja sword, while the GI Joe play–set based on the PIT, the fortress headquarters of the team, features a multi–level, expandable base for figures and comes with sounds and a moving elevator.

TV advertising throughout the autumn and winter will support Hasbro’s GI Joe range.

In addition, Hasbro will be continuing to support its X–Men Origins: Wolverine line with TV ads during the summer. Products include the Electronic Battle Claw (a wearable plastic glove with retractable claws which extend when the wrist is flicked), X Cruiser with figure, action and animated figures.

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LICENSING BOX OFFICE HIGHLIGHTS

www.toynewsmag.com

MATTEL

01628 500000

Mattel is focusing on Hannah Montana, with a range of dolls and accessories that aim to bring the story of the movie to life.

The Hannah Montana feature doll is dressed as the glamorous pop star, while the everyday Miley Stewart doll

RE:CREATION

is decked out for life in the country.

Also available is the Hannah Montana First Date Miley and Travis gift set, who are dressed in their outfits from the Home Town Evening Out, recognisable as one of the key scenes in the film.

23

0118 973 9871 To tie in with the premiere of Harry Potter and the Half–Blood Prince in July, Re:creation has a new line of sculpted character action figures and an electronic interactive wand.

The collectible range includes three and three–quarter inch figures in single, twin and packs of five.

All the key characters are included, namely Harry Potter, Ron Weasley, Hermione Granger, Ginny Wesley, Luna Lovegood, Albus Dumbledore, Bellatrix Lestrange and Fenrir Greyback, all with their own unique accessories.

There will also be a choice of three action figure double packs – Harry and Ron Quidditch set; Severus Snape and Tom Riddle and a Death Eater two–pack.

Meanwhile, the interactive wand features authentic movie sounds and a UV light–up tip. There are a selection of wands for fans to choose from, each including four different modes of play: single player, multiple player, battle and pursuit.

01892 500105 Busy Panini has a number of dedicated titles planned to coincide with some of the summer's biggest films.

The Hannah Montana magazine launched in September 2008, with a debut ABC of 62,615, and has benefited considerably from the recent arrival of Hannah Montana: The Movie last month.

Panini has also launched a special sticker collection to support the film, with newspaper exposure in The Sun and on the front page of the News of the World, offering a free album and a packet of stickers to every reader to kick start the Hannah collection.

Moving on, and later this month, Panini will be launching a sticker collection to support Transformers: Revenge of the Fallen, featuring both animated and movie still images. It will

benefit from extensive sampling on primary boys titles and in–paper voucher activity.

A sticker collection backing Ice Age 3 will follow in July – including movie stills and a pull out poster. It will be supported with album sampling on primary boys magazines and a national newspaper voucher campaign.

Collections are also being planned for Harry Potter and The Half–Blood Prince and G–Force in July, while Panini will be launching the official

GI Joe magazine to support the movie and toy line release. Each issue will feature comic strip, features, fact files, missed–based puzzles, posters and competitions.

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LICENSING BOX OFFICE HIGHLIGHTS

FLAIR 020 8643 0320

Flair's set of Hannah Montana Funky Jewels includes everything girls need to decorate jewellery from bangles, rings and pendants to paint, glitter and beads.

The Funky Jewels Maker joins other Hannah Montana creative play kits in Flair's portfolio including Cool Cardz and Magazine Maker.

SMOBY TOYS

Smoby will soon be rolling out the toy line for what is being billed as Disney's biggest movie release of the summer, G–Force.

The range will include an r/c vehicle and detailed action figures of the film's main characters, as well as plush versions of the guinea pigs.

Children will also be able to recreate the animal secret agents’ training with the Training Laboratory play–set, scaled for use with the action figures.

JUNE 2009

RAVENSBURGER

Ravensburger is lining up products based on Hannah Montana The Movie and Ice Age 3.

The firm's Hannah Montana range is already well established and it is hoping the extra publicity surrounding the movie will give it a further boost.

To coincide with the film, Ravensburger launched new 100 and 200–piece puzzles, showing Hannah in her country girl and city girl guises, plus a redesigned 96–piece Puzzleball.

01454 629672

“We are delighted to be involved with this range and believe it represents a significant opportunity for us and our UK trade partners,” says Gary Wood, sales director for Smoby Toys UK. “The range is mainly targeted at the boys market, as the film is very much an action adventure movie, but we're sure girls will love the range as well – especially the giant plush toys.”

01869 363800

Meanwhile, the company's Ice Age 3 line will include a 96–piece Puzzleball, a mammoth–sized floor puzzle, a three–in–a–box puzzle set and a XXL 100–piece puzzle.

“The Ice Age 3 licence is a growing phenomenon – the franchise grew with the second film, so we're delighted to be able to offer a range of puzzles featuring the movie's characters,” said MD Tim Hall.

CHARACTER OPTIONS

Terminator is something of an untapped brand in the toy universe, so Character is hoping that its new collection of merchandise tying in with

CESAR UK 01733 397400

Cesar has added X–Men Origins: Wolverine to its line of licensed costumes for children. The range includes a printed 'value' Wolverine costume, deluxe muscle dress–up and a one–piece toddler outfit.

Other Marvel characters in the range include Iron Man, Hulk, Captain America and Spider–Man.

0161 633 9800 Terminator Salvation will strike a chord.

The range includes 3.75–inch, six–inch and ten–inch action figures of all the main characters from the film, including John Connor, a variety of Terminator Salvation robots and the new stranger, Marcus Wright.

Alongside the figures, there are futuristic vehicles such as the Mototerminator, Hunter Killer and the A–10 Warthog.

Alternatively, the range of child–sized role play equipment includes the Terminator Salvation Voice n Vision Mask, plus the Deluxe T–600 Power Fist.

The range will be supported by a full TV schedule and PR programme.

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LICENSING BOX OFFICE HIGHLIGHTS

UNDERGROUND TOYS 0207 801 6325

Based on the new look Star Trek Enterprise from the 11th movie, Underground Toys is releasing its latest keychain to coincide with the latest film.

The firm is hoping that Basic Fun's USS Enterprise NCC–1701 keychain will appeal to both existing and new fans of the franchise.

Perfect to be used as a margin maker in–store.

BLADEZ TOYZ

Bladez is making its debut into the world of licensing this year with the launch of a Terminator Salvation line of r/c flying toys.

Kicking off the range are the Hunter Killers, artificially intelligent autonomous war machines. They feature six–way directional control, a combat laser function, Terminator sound effects and aerial search lights.

Meanwhile, the Terminator Heli is a skull shaped two–channel Micro Terminator with LED eyes and combat function for up to three players. The Resistance Heli is also available. A Combat Pack is also being sold as

JUNE 2009

WORLDS APART

Worlds Apart is another firm looking to capitalise on the current popularity of Hannah Montana.

The company is rolling out a new version of its popular Tween ReadyBed and Go Glow Light with Projector.

The ReadyBed is an all–in–one inflatable mattress, pillow and duvet which can be used in three positions

02392 658255

individual items or as part of a combat battle set. Each pack includes a Terminator Skulled helicopter and a Resistance helicopter, both equipped with an on–board laser function. The accompanying hand–sets feature battle sounds and a trigger to fire the infra–red laser.

Finally, Ultimate Resistance Hell is a three–channel Micro Terminator featuring LED searchlights and combat function for up to three players, while the Terminator Target Combat Set lets boys fire infra–red lasers at a revolving target with flashing lights.

0800 389 8591

for sitting, lounging and sleeping, also available in a range of other licences.

Meanwhile, the Go Glow Light can be used as a nightlight, a torch and a projector, with four slides featuring characters and scenes from the film.

Both products will be available from August and will be supported with ongoing PR and marketing activity.

GB EYE

The poster specialist has ties in for Hannah Montana: The Movie; Terminator Salvation, Transformers: Revenge of the Fallen, Ice Age 3, Harry Potter and the Half–Blood Prince and G–Force, making it something of a busy summer for the firm.

Included in the collection are 30x30cm canvas, posters and postcard packs for Hannah Montana; mini, maxi

PYRAMID INTERNATIONAL 0116 264 2642

Pyramid has been working closely with Disney on a range of new Hannah Montana stationery lines which will be launching later on in the summer.

The range includes a selection of items at pocket money prices.

Products include a keyring bag charm, badges, magnets, sticky notes, door hangers, tin and friendship cards, notebooks and sticker packs.

Pyramid is also putting together a selection of posters to support GI Joe: Rise of Cobra.

01142 521623

and door posters, prints, badge packs, 3D and 30x30 canvas for Transformers; mini, maxi and door posters and badge packs for Star Trek and a range of posters for Terminator Salvation, Ice Age 3 and G–Force.

In addition, 3D, postcard packs, badge packs and mini, maxi and door posters will be available for Harry Potter and the Half–Blood Prince.

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LICENSING BOX OFFICE HIGHLIGHTS

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WINNING MOVES 020 7298 9500

A number of Top Trumps 3D specials will be arriving throughout the summer tying in with movies.

This month sees the introduction of Transformers: Revenge of the Fallen, while following in July will be packs for Harry Potter and the Half–Blood Prince and Ice Age: The Collection. In addition, already available are Top Trumps Specials for Hannah Montana and Marvel Ultimate Heroes.

POSH PAWS

Posh Paws is the lead plush licensee for 20th Century Fox's Ice Age 3: Dawn of the Dinosaurs and is planning to roll out a full range.

Old favourites such as bean toys, boxed plush, window stick ons and feature plush – this time round a feature Scrat – will be available. Plastic figure packs will also be available to tempt the pocket money crowd.

VIVID IMAGINATIONS

Vivid launched its new Star Trek toy line to coincide with the arrival of the film. It features figures, play–sets, electronic role play and vehicles, ranging in price from £6.99 up to £29.99. Each toy is a replica of the original used in the movie, with the collection boasting the USS Enterprise, Starfleet Phaser and Transporter Room with working transporter.

01268 567 317

Barry Groves, managing partner at Posh Paws’ said: “The product is great quality and value and we are expecting a really strong sell–through with the promotions we have in place.”

He continued: “Fox have been great on the marketing side and the promotion of Ice Age as a brand has worked really well.”

01483 449944

The range will be boosted again in the autumn, with the arrival of an interactive Starfleet Utility Belt (£24.99) and a Deluxe Enterprise Play–set, which will come with figures and a mini bridge (£119.99).

Vivid is supporting the range with a heavyweight TV and PR campaign running throughout the year.

HALSALL INTERNATIONAL

Wheeled and outdoor toys are included in Halsall's Hannah Montana range, lining up alongside a light up dress–up mirror.

The Hannah Montana 16–inch Chopper–style bike and 18–inch and 20–inch Cruiser–style bikes feature special design details including furry

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H GROSSMAN 0141 613 2525

The company's Hannah Montana helmet and pad sets and its range of light up and non light up scooters and pogo sticks are already a hit at retail and will be aiming to receive a boost with the release of the film.

For boys, Grossman has launched a collection of Terminator products such as inline boots, skateboards, satchel skateboards, scooters, outdoor tents, yoyos, jet balls, Frisbee and camera sets.

Meanwhile, to coincide with Transformers: Revenge of the Fallen, the firm has the two in one interchangeable tent, which can be transformed from two single play tents into one large play tent.

01253 775684 seat covers, glitter frames, handlebar tassels and spinners. The wheeled toys offering also includes helmets, as well as inline skates with flashing light up wheels.

In addition, the free standing light up mirror includes a built–in MP3 holder to plug and play sing–along songs, as well as hooks to hang dressing up accessories.

The company also has a host of Hannah Montana outdoor toys including a Sports Pack comprising boom bats, a catch ball set, skipping rope and skimmer disc.

Andrew Coplestone, marketing director at Halsall, said: “We are thrilled to be involved with the multimedia Hannah Montana brand. The fantastic movie will undoubtedly further grow the incredible UK fan base and we are confident that Halsall's Hannah Montana wheeled and outdoor toys and the dress–up mirror are destined for the same blockbusting success.”

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BRAND FOCUS HOBBYCRAFT

Crafty devils Hobbycraft is side-stepping the difficulties faced by the vast majority of retailers and is in fact posting some impressive growth figures along with bold expansion plans. Katie Roberts spoke to MD Chris Crombie to find out more…

THE US craft retail business model was the basis for the Hobbycraft stores when the idea was developed in 1995. The idea was to create arts and crafts superstores on retail parks, covering 7,000 to 10,000 ft, housing 35,000 products and catering for 250 creative activities.

As Europe's first, and the UK's largest, chain of dedicated art, craft and hobby superstores, the retailer offers both branded and generic, own-label ranges across a wide range of pursuits; from knitting to crossstitch, painting to framing and card making to model making.

MD Chris Crombie explains: “We haven’t ruled out opening smaller High Street stores. There are a lot of opportunities to open the current model in towns where we don’t have a presence, and there are certain big cities, for instance, where a High Street store may be relevant.”

For the time being, however, the out-of-town experience appears to be ticking consumers’ boxes and sales are performing incredibly well. In the ten months to January 4th this year, HobbyCraft’s pre-tax profits rocketed by 122 per cent to £6.1 million. Total sales jumped 10.1 per cent to £57.3m in the ten-month period.

Many explanations can be attributed to the company’s success.

Before its launch, craft shops were small, offering a limited selection of products and were designed to cater for specialists.

Crombie explains: “HobbyCraft wanted to make their offer more accessible and less intimidating, creating a one-stop-shop for all participants of the arts and crafts

JUNE 2009

We don’t see HobbyCraft’s success waning when the country exits recession as people are still discovering us for the first time. There is still a lot of growth left in the market and will be for many years. market. The stores have a massmarket appeal, catering for generalist and specialist consumers alike.”

Moreover, the recession appears to be affecting the retailer in a positive way: “HobbyCraft is weathering the current economic downturn well and believes the recession is contributing to robust sales. People are spending more time at home, and HobbyCraft benefits from that. Customers are

looking at low-cost things to do and craft is a low cost leisure activity.”

Crombie continues: “We don’t see HobbyCraft’s success waning when the country exits recession as people are still discovering us for the first time, there is a lot of growth left in the market, and will be for many years.”

The first was opened in Bournemouth and started trading on August 26th 1995.

Today the retailer has 38 stores nationwide and the firm has now exchanged contracts on its 39th and 40th UK stores in Edinburgh and Peterborough respectively.

Crombie explains the plan: “HobbyCraft has opened four to five new stores each year for the past four years and intends to continue growing at this rate. For site selection, the company uses an ACORN geodemographic profiling model produced by CACI. Using this model we are able to identify target towns and cities across the UK, which would support a HobbyCraft store.”

In addition to its bricks and mortar business, the firm is expanding online. In December 2008, it launched an online shop on its existing website platform, www.hobbycraft.co.uk.

“The purpose behind this was to increase the presence of HobbyCraft by reaching customers who live too far from a store, as well as to increase the frequency of using HobbyCraft across all channels,” says Crombie.

The online shop will eventually carry over 10,000 SKUs with thousands of products being added every week. Various promotions are being put in place to drive website sales including a recent free delivery on orders over £25.

Further marketing initiatives are in place in the guise of free demonstrations in selected stores to support key trading periods. Crombie concludes: “The demonstrations add value for our customers, helping them to see and experience new products and inspire them to experiment with new ideas.”

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SUPPLIER FOCUS VIVID IMAGINATIONS

Risky business The Bratz distribution deal may be starting to seem like a distant memory, but Vivid Imaginations is continuing to evolve its business in terms of its product line-up, its wholly-owned IP and its distribution. Ronnie Dungan spoke to boss Nick Austin about the way forward without the troubled fashion dolls…

IT’S TESTIMONY to the strength of the Bratz brand that people still talk about Vivid in terms of its ‘post-Bratz’ status even though it has a been a full eighteen months since the firm relinquished control of the brand in the UK But while the firm might also now be glad it is not involved in a brand which has become better known as court case than a toy line, it is true to say that it is still making adjustments to its shape and business model.

This has been as much dictated to by market conditions as any need to fill the gap left by such a huge-selling product range. Even without the recession, the toy market has seen the price of manufacturing rise and dollar fluctuations put huge pressure on current business models.

For Vivid boss Nick Austin, the changes that the firm has to make to its business are as much about expanding beyond domestic boundaries as they are about looking for the next big thing.

Austin feels UK toy companies that want to be in a position to prosper when the economy starts to pick up need to invest in product innovation and look to expand their distribution further afield.

“Our bet is this is not going to last forever,” he says. “We’ll probably start to

So it seems like now is the time to put the burners on and hope that by the end of 2010, when consumers are ready to start spending again, we’ve got products that they will want.

Nick Austin, Vivid Imaginations come out of it in autumn/winter 2010. So if we’re going to take a leadership role and grow, this is the time to put the burners on and really go for it.

“One of the biggest assets we’ve got is that we’re a profitable business with good access to capital. So it seems like the time to put the burners on and hope that by the end

JUNE 2009

of 2010, when consumers are ready to start spending again, we’ve got products that they will want.”

Maybe retrenchment is simply not an option, maybe the only way to survive is to continue to invest and strive to move forward, which inherently involves some risk.

“I’ve noticed the industry turning in on itself. It’s so risk averse at the moment. The easiest way to trim a company is to cut R&D, which is quite scary for the industry.

“Everything that’s good about the industry is about newness and innovation in both existing brands and new brands. If you turn the tap off you’re writing your death warrant.

“The real danger for the industry is if we turn in on ourselves while the

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SUPPLIER FOCUS VIVID IMAGINATIONS

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turnaround happens and then we’ve got nothing that floats the consumers’ boat to get them buying the toys again.

“The consumer is scared at the moment. They’re only spending, say, £20 when previously they would have spent £30. But let’s not over-react.

We believe (and we might be wrong) that great toys at £40-£50 are going to be selling again.”

The level of investment required to achieve reasonable numbers is such that smaller companies find it difficult to engage in the kind of figures needed to kick-start a property. And licensors are increasingly unwilling to back anything but proven winners.

“Licensing companies only want to work with big players now,” believes Austin. “We persuaded CPLG to give us Captain Scarlet when we were a start-up company, but there’s no way that would happen now.

“The problem is also the money it costs to develop a product. I don’t think you can go into a new property seriously without an up-front investment of at least £500,000, which is such a barrier to entry.

“There are two ways to do it. You can make a conscious decision to invest or get into a joint venture to share the risk.

“The current economic conditions for suppliers are scary. A product that cost £1 to make a year ago is now £1.50. We’ve been spoiled brats for three years at $1.90. Retailers are still asking for those three for twos but it just can’t be done.

“You’ve got to believe you can do £4m-£5m in the first 12-18 months.

The number of players who can spin that roulette wheel has reduced.”

And, given the return required on such an investment, sales from the UK market alone are not enough to recoup it. Which is why part of Vivid’s growth plan includes expansion into new territories.

The US market is the Holy Grail, but it’s very difficult for UK firms to make any significant impact across the Atlantic. You can count the number of recent UK success stories there on one hand. And even these have been backed by major licensing programmes and huge TV success.

Although, even limited success there is achievable and certainly

significant you have to take it one market at a time. And some are very difficult to make money from.

“The strategy is to over-invest in R&D and build a network that can carry that and isn’t UK-centric.”

The firm’s overseas business currently accounts for around 25 per cent of its turnover and it is aiming to raise this number to 40 per cent.

Indeed, Austin believes companies that do not evolve internationally will be struggling.

“It’s an important strategy and it’s not without risk. But I don’t think

We’ve had some success in the US with Honey My Baby Pony. It’s such a big market, you don’t need home runs all the time. For the first time we’ve got US companies knocking at our door interested in what we are doing. nothing to be sniffed at.

“We’ve had some success in the US with Honey My Baby Pony. It’s such a big market, you don’t need home runs all the time. For the first time we’ve got US companies knocking at our door interested in what we’re doing.”

But Vivid’s growing European network is also a big part of its plan to expand beyond these borders.

“Last year we set up a French company which we acquired and we will also have a Spanish company as well and will also roll out into other territories. The fact that we’ve got a very strong Crayola business underpins that.

“You can’t go into every territory at once, the management strain is so

there’s a future for companies who want to do big-scale product development in the UK-only. So companies like Simba and Giochi Preziosi are the reality we’ve got to become.

“If we saw a licence that was UK-only five years ago we would have had a go, but now we would be very cautious.”

For now, a range of action figures and accessories from the just released Star Trek movie is its next major release, which Austin

33

considers a fairly safe bet.

“It’s quite ‘toy-etic’. It’s fairly low-risk because you know the Trekkies are going to buy into it, but you can get a new generation of fans into it as well.”

WWE wrestling products are ticking along nicely for the firm too, Roary the Racing Car is another preschool success story for Chapman Entertainment, Dinosaur King is doing well and Aardman’s Timmy Time (an off-shoot of Shaun the Sheep) looks like a good bet.

“We have big concepts on the burner – a new pre-school line, new girls and new boys. You will probably see more products in 2010 than ever before from us,” concludes Austin.

The willingness to invest and innovate is something that has always been a key part of the toy market.

And right now, talk of risk and expansion may go against the pessimism prevalent in nearly all business sectors but, one thing’s for sure, standing still is the riskiest move of all.

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BRAND FOCUS MECCANO

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Joined-up thinking Meccano’s UK operation is continuing to make progress, having started over again with former Mega Brands chief Sue Barratt at the helm. Ronnie Dungan visited the firm’s Oxfordshire HQ to see how it was all coming together…

THE DISAPPEARANCE of its distributor Nikko in the UK meant Meccano had to quickly rethink its strategy here and led to it setting up its current operation in the UK, which is headed up by former Mega Brands chief Sue Barratt.

Barratt has since built the firm up from nothing, having set up the newlook Meccano UK in October of 2007. Last year was its first full year of trading.

Nikko was the firm’s distributor for five years in the UK. Its decline gave Meccano’s French head office the opportunity to take greater control of its own destiny in the UK and intensify the focus on its brand.

“The brand awareness is massive, much bigger than the actual company. My job is to change that around,” says Barratt.

“We’re happy in terms of the growth of the business, the distribution we’ve achieved and our relationship with the retailers.

“The downside for us is the exchange rate and the current economic climate. We manufacture in Calais and the business is run in Euros. 40 per cent is made in France and the rest in China. But the economic climate is not impacting us too greatly.”

There’s no question that Meccano is a tough sell in an age with numerous other entertaining distractions to occupy the dwindling attention spans of children.

But, it does have that crucial element of aspirational parental

choice. Parents want their children to play with Meccano and, whilst there is still a mad-keen adult collector base, the introduction of fresh fans is crucial to the continued success of the Meccano brand.

“People are more careful about what they spend money on now; spending it on stuff with longevity rather than a five-minute wonder.

The key for Meccano, as for many long-established heritage brands, is to maintain sales of the core lines while bringing the brand into other areas.

A good example is its recent success with the Spykee robotic range, which did well on the high street and online with an older gadget-loving audience.

“We need to look outside the box to grow the business,” says Barratt.

We retail at the slightly more John Lewis end of the market rather than the Woolies end. But there are very, very few retailers that we’re not supplying and there isn’t really a category of retailer that we’re not selling into.

“We’ve always got a new generation coming through, which is why the four-plus range is so important to us.”

Retailers too, recognise the authenticity of the name as a toy brand. It’s as if every toy shop should stock Meccano, just as they should Lego. And Barratt says retail take-up of the range has been good so far.

“All the retailers are really supportive and really happy to help us and support us in terms of information and selections.

“We retail at the slightly more John Lewis end of the market rather than the Woolies end. But there are very, very few retailers that we’re not supplying and there isn’t really a category of retailer that we’re not selling into.”

“We will do more on price points, more on girls and more on play patterns to broaden the range. We’ve got to have a range that means the consumer comes back and buys more.

But we need to make sure it’s incremental business and not cannibalise the range.”

As a brand, Meccano still has a great deal of recognition among parents and children. And although construction is a tricky sell in these thrill-a-minute times, the firm managed to double its UK market share last year and is now among the top 50 UK toy firms.

It is still a small operation, taking small steps, but there is much more to come from Meccano. Like some of its more complex sets though, it just takes a while to build.

New Ranges New lines will feature in two of Meccano’s most popular collections this year. The Design and Tuning ranges come in vivid colours, flexible metal and each set creates realistic models with a contemporary design incorporating the latest technology.

New for July is the Design RC Concept Car, which contains parts to build three different metallic blue racing cars. It will be the first radio controlled car in the range and is set to retail at £39.99.

Just out are the new Design Starter kits. There are six sets and each builds one model: beach buggy, tractor, digger, plane, motorbike or helicopter. They retail at £5.99.

Meccano’s Tuning RC Carbon Style Car will be one of the latest additions the popular Tuning range.

Available from July, there are three different remote controlled vehicles to build. Kids can even choose their favourite music style – rock or hip hop – to play and will enjoy the sounds effects of screeching tyres and a roaring engine. It also includes neon lighting under the frame of the car and flashing headlights as well as flaming stickers, back fin, chromed looking parts and chrome rims, retailing at around £44.99.

Out this month, The Tuning RC Red Hot Racer has two different RC models to build – a racing car and a roadster. A range of tuning accessories are included such as stickers, back fin and chrome rims, retailing at £29.99.

The Tuning RC Sound System set allows kids to connect their MP3 player, turn on the lights and take control of the car. There are three RC vehicles to build and quality speakers to hear their MP3 choice or rock or hip hop music. It retails at around £59.99.

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SECTOR GUIDE GIRLS MARKET

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37

Everything she wants The girls market continues to be a lucrative but tricky sector, as toys are constantly battling against other mediums like music, fashion and gaming. Licensed properties still figure highly, but so do more interactive based toys, with even traditional plush now featuring these elements. ToyNews offers some highlights of what’s on offer...

HASBRO

Hasbro is set to launch a range of new offerings from Littlest Pet Shop, FurReal, My Little Pony and Baby Alive.

Littlest Pet Shop returns with 300 brand new pets. The collectables will be supported by a TV campaign, as will the new Day Care Centre play-set. This new addition to the range is packed with features. There is also a new Littlest Pet Shop Deco Pets. The five-inch pets are the perfect canvas for stickers, gems, glitter glue and more.

Lulu My Cuddlin’ Kitty will be the latest addition to FurReal Friends. The cat licks her paw to clean her face, and will roll over for you to pet her tummy and has blinking eyes and moving head.

020 8569 1234

Lulu will be joined by Zambi the Baby Elephant, which will see 50 per cent of profits go to the Chikumbuso Women’s and Orphans’ Project, which helps children in Zambia who have lost their parents to AIDS. Zambi comes in special packaging and includes a charity leaflet and bracelet. Lulu, Zambi and Biscuit will be starring in TV campaigns later this year.

2009 brings changes for My Little Pony and by autumn, the seven core cast ponies will have a new look. The characters will also be available as baby ponies with the introduction of the Newborn Cuties range. The Sweetie Belle’s Gumball House will deliver added

play value to the core girl audience with over 15 accessories, as well as a light-up oven and moveable lift that plays the My Little Pony theme tune.

The Baby Alive range now features the Better Now Baby. The doll isn’t feeling well, and needs little girls to make her better and comes with lots of accessories.

A familiar face returns to Baby Alive, with Baby Alive Real Surprises.

Following on from her outstanding success two years ago, Classic Baby Alive has been refreshed as Baby Alive Real Surprises – a life-like doll that eats and poos in her nappy, which is aimed at girls aged three plus.

MATTEL

Mattel Girls maintains its number one position within the total girls category; 66 per cent ahead of its nearest competitor (Total Girls Toys Value, March NPD.) With 98 per cent awareness among target girls and over 450,000 registered users on her dedicated website, Polly

VIVID IMAGINATIONS 01483 449944

Vivid’s new range of interactive feature plush launches in July and is called AniMagic, a range of animals which respond to touch. There’s Peanut My Playful Pup and Dotty My Playful Pup. The more kids play with them the more playful they'll become. Feed them bones to hear them chomp and bark, then stroke them and they will tilt their heads and wag their tails.

The firm will also be introducing Charlie My Cute Kitten. Kids can stroke, love and feed Charlie. Feed her a bottle to hear her slurp, and then rub her back to see her pat her paws, meow and look up at you. All retail at £44.99 and are suitable for age three-plus. Vivid is supporting AniMagic with a 250 strong TVR and PR campaign.

01628 500 000

Pocket continues with new lines for autumn/winter. Additions include the Rollercoaster Hotel, which boasts a large piece count and working roller coaster and lift.

Also available is a refresh of the Pop n Swap range with over 32 fashions in each pack allowing for over 400

different looks. Polly Pocket is pitched as ideal for stocking fillers, offering a range of collectible items across dolls, vehicles and pets at a low price point of £2.99. The range will be supported

by TV, PR, print and digital.

New in large dolls is a baby doll that taps into the nurturing play pattern. Baby Sneezes actually sneezes, talks and sings. Little girls can help her get better with interactive thermometer and medicine. Supported with TV investment, PR and online activity.

Also new for autumn/winter comes a line of large dolls based on the Disney Princess line. Girls will be able to collect all their favourite characters but with some new features.

Fashion, technology and play are fused with the launch of Girl Tech Sugar Cubes Worlds in autumn.

Sugar Cubes are tween fashion accessories enabling girls to create and personalise jewellery by combining beads and interactive electronic cubes.

In the autumn, Sugar Cubes Worlds will allow girls to transform jewellery creations by unfolding beads and

bracelets to build mini environments for their Sugar Cubes.

Password Journal has a new look for autumn. Now with a 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 songs.

Girl Tech is supported by a year-long partnership with a girls’ magazines plus TV advertising – for both Sugar Cubes and Sugar Cubes Worlds – as well as PR support.

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SECTOR GUIDE GIRLS MARKET

JUMBO GAMES 01707 289289

Jumbo is launching the Do We Match game with Hannah Montana. It is a question and answer game which consists of over 100 questions and answer cards. With the Match Makers, players get to know each other’s secret thoughts, what their likes and dislikes are and, after playing the game, will know who to go shopping with, who to borrow clothes from, who to talk to about a secret love interest and more.

The Disney Princess Enchanted puzzles come with special gold foil effect. Puzzles are available in 50 piece, 70 piece and Bumper Pack, which includes six puzzles.

Also available is a Mini High School Musical Puzzle Extra, only 5cm x 7.5cm high, but with 50 per cent more detail than normal puzzles.

LEAPFROG 01702 200244

BANDAI

The new KeyTweens range is set to launch in July. The pop-open play-sets, including dolls, pets and accessories, are unlocked using collectable keys.

Little girls can escape into the princess world with play-sets including a princess bedroom or bathroom, a tea party or a castle.

Alternatively, they can travel to Africa, China, India or the Arctic with the Adventure World Play-sets.

Dolls, priced from £4.99 to £6.99, are also fully interchangeable and can be used with all the play-sets. The mix and match construction of the dolls allows for adaptable outfits and additional collectable key charms and pets.

KeyTweens is aimed at girls aged four and over.

Bandai will be fully supporting the brand with a TV advertising campaign totalling 300 TVRs, consumer print, online activity and PR. There will also be a dedicated KeyTweens website launching later this year.

HALSALL

The Leapfrog Tag Reader is available in pink for girls and has a variety of software titles that are girl focused.

Read and swim along with Ariel and Flounder as they explore a sunken boat loaded with treasures. Find out what happens when they are surprised by an unwelcome visitor and their adventure takes an unexpected turn. After the story, play levelled learning activities with Cinderella and Jasmine that help build vocabulary, reading comprehension and phonics skills.

On each page of the Olivia book, see the pig dressing up, singing songs, building sand castles, napping, dancing, painting on walls and going to sleep. Throughout the story play learning activities that help build reading comprehension skills and foster art appreciation.

Tag books work with the Tag Reader to bring books to life.

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Halsall provides a range of Hannah Montana wheeled and outdoor toys, as well as a light-up dress up mirror. The Hannah Montana 16” Chopper style bike and 18” and 20” Cruiser style bikes feature details such as furry seat covers, glitter frames and handlebar tassels and spinners.

The range also includes helmets and In-line skates with flashing light-up wheels. The Hannah Montana outdoor toys range includes a Sports Pack comprising boom bats, a catch ball set, skipping rope and skimmer disc.

Based on the large dolls brand from Zapf Creations, many of the Baby Annabell and Baby Born wheeled toys feature a baby carrier seat. For the older girl, the firm has developed a new wheeled range based on Hello Kitty.

Halsall is also planning further extensions to its Barbie outdoor toys and inflatables range this year, including a new Wheel Barrow Set and a Tennis Trainer that packs away into a

01489 790944

Meanwhile, Harumika is the new arts and crafts concept from the firm.

Harumika allows girls to create their own fashion label and design a bespoke collection. Aimed at girls aged six plus, Harumika is simple to use.

There’s no need for a needle and thread or scissors and glue, all you need are some pieces of fabric and the secret lies in the silicon strip on the back of the mannequins – insert fabrics and they’re fixed.

The Harumika Starter Set will retail at £19.99 and will include two mannequins and a variety of fabrics, accessories and stickers. Once kids are ready to show off their designs, they will be able to upload them at the dedicated Harumika website, www.harumika.eu.

Bandai will be supporting the brand with a TV advertising campaign totalling 300 TVRs, consumer print, online activity and PR. Harumika will launch in August.

01253 778888 compact carry case. The firm also has a range of Disney Fairies summer toys, inspired by the world of Tinker Bell and her friends. The range is targeted at girls aged six to nine years and includes a Pixie Dust Forest Pool, a Paddle Bat and Ball Set, Skipping Rope and assorted Hula Hoops.

The firm is also launching lines across its Mamas & Papas and Silver Cross Junior ranges. The new Mamas & Papas Herbie Pram frame design is a replica of the Mamas & Papas nursery pram with the same contemporary fabric colourway Hot ‘n’ Bothered.

Finally, as Europe’s number one everyday toys supplier, Halsall offers a selection of established girls everyday toy ranges such as Dream Creations baby dolls and dolls play-sets, Girlz and Razzle Dazzle toys, cosmetics, dress up, fashion accessories and craft kits, Cosy Cottage house-hold role-play toys and My Princess Collection fairytale toys and dress up.

MARTIN YAFFE 01706 717800

Leading Born to Play’s girl’s range is master toy licence Little Princess.

Products for spring/summer include the Greenhouse Play-set, with accessories including plant pots, tools and watering can. Also new are fourinch Foam Balls in three designs.

The autumn/winter range introduces Topsy/Turvey Little Princess, which can be turned upside down to reveal a happy or grumpy expression with appropriate phrases.

Dress Me Little Princess comes with 12 accessories, including a nurse, pirate and maid outfit. Four themed beanies include Little Princess dressed as a pirate, nurse and in her rainy day outfit. Also available is the Gilbert Backpack, the Pram with Gilbert and the Character Stool.

The LazyTown, Stephanie-themed pink products for spring/summer include an Inflatable Chair, various Play Balls, Tennis Racquet with cover, Hopper, Skateboard, Scooters, Skates and Collectable Character.

Autumn/winter products include plush with sound, Sing-a-Long Microphone, Bike, Figures and an Action Play-set.

New to the Dora the Explorer range is the Dora Rocker and My First Bike.

Current items include wheeled products in new colourways; furniture and creative play items. Creative play products are also available under the Fifi brand and include Paint Your Own Flowerpots.

There are new furniture items this year from a range of licences including Disney Princess, Disney Fairies and Hannah Montana. New Disney Princess items include School Desk, Bentwood Chair, Patio Set, Character Stool and Disney Fairies Character Stool, available from spring/summer.

For autumn/winter there are new Disney Princess products including Carriage Toy Box, Fold Up Sofa, Stackable Storage and Cabin Bed in the shape of a castle. Disney Fairies autumn/winter products include Table and two Stools, Shelf Unit and Stackable Storage.

Finally, new Hannah Montana items include Shelf Unit, CD Rack, Freestanding Mirror and Storage Chest.

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THE PUPPET COMPANY 01462 446040

The new Tree House finger puppet set combines many of the elements that have made Puppet Company products successful. Well-designed, interactive toys, which encourage creative play.

The tree trunk is made with six holes for each of the woodland animals to live in. Around the top there are three detailed finger puppets of a Blue Tit, Red Squirrel and Barn Owl. Each puppet is full bodied with an elasticated entrance fitting to keep it on little fingers.

On the ground floor live three more finger puppets, Badger, Hedgehog and Fox. The Fox is a walking finger puppet so you can slip two fingers into his front legs to make him walk and run.

The tree trunk holds a secret door at the back and this allows one of the firm’s new fantasy finger puppets like a fairy, king, witch or wizard to move in for story telling.

The Puppet Company offers over 750 products to choose from.

GREAT GIZMOS 01293 543221

The 4M My Very Own… range offers artistic chic for girls who want to get creative. There are three new kits in the collection including the My Very Own Fairy Memo Board kit, for displaying reminders and photos. This fantasy-themed kit encourages girls to discover an imaginative world by creating a fairy memo board embellished with ribbon and flowers.

Alternatively, the My Very Own Fairy Mobile kit comes with everything needed to create a hanging mobile of petals, butterflies and fairy friends as decoration for any bedroom.

Continuing with the home accessories theme is the My Very Own Mermaid Curtain kit. Girls can weave each of the five mermaids and then design and make sequined threads to hang them from. Once complete, the curtain can then be placed within any door or window frame.

JUNE 2009

FLAIR This year sees the introduction of The Village Square to the Sylvanian Family range, with its numerous shops and stalls. The Applewood Department Store has over 200 accessories including clothes, toys and display cases all with intricate attention to detail.

Holidays in Sylvania is another new range. The retro-styled Caravan has everything for the Sylvanian family holiday. Autumn will see the launch of Marita May, the Sylvanian Families pleasure boat.

Italy’s top feature doll, and a retail success across France and Spain, Cicciobello will soon be available to girls in the UK. This baby boy doll has unique features and accessories. Built around the characteristics of nurture, love and care, Cicciobello teaches girls the basics of caring for others. The fully interactive features see a poorly Cicciobello being made better and the

VTECH

VTech’s Dora Learning Phone is suitable for girls aged three to six years.

Featuring four modes of play teaching numbers, phonics, letters, characters and music, the educational game features the real voice of Dora.

It also includes a 3D animated, dancing Dora character with seven different types of movement activated by correct answers to questions. Dora Learning Phone includes 12 melodies, light-up number buttons and removable handset.

The Disney Princess Magical Music Laptop is for children from four to seven years.

It features 12 activities where children can use the Qwerty keyboard, magic wand and cursor mouse to interact with the light-up screen as they learn letters, words, maths, logic and memory skills. It also includes three music disks and a disk player.

This autumn/winter, VTech is launching 11 new learning games for V Smile Motion, including girl specific titles My Pet Puppy and Disney Fairies: My Pet Puppy is for three to five year olds and allows girls to adopt a virtual

020 8643 0320 secret to making him better is random so it’s different every time.

My Life, the virtual life simulator designed for girls and one of last year’s Dream Toys, will have even more play value in 2009 with new cartridges that will extend the virtual world further. Disco World and Summer Party are the new places to be seen – creating additional mini-games, new characters and more.

Hello Kitty will take Flair’s girls’ ranges into the area of retro chic. There are plush figures to collect including the Hello Kitty 10cm Mini Plush in a Gift Box and Hello Kitty 15cm Plush Assortment.

Finally, in creative play the Disney girls’ licences offer products for a wide range of ages that combine characters with new concepts, such as the High School Musical Friendship Bands and Hannah Montana Funky Jewels.

01235 555545

puppy. They’ll learn about following directions, spelling and shapes and can play musical activities. Features two levels and a two-player option.

The Disney Fairies game is for four to six year-old girls and teaches colours, shapes, numbers, missing letters, vocabulary, matching and features motion based gameplay.

Following the launch of the pink VTech Baby range last year, there are new additions to the category.

The Baby First Steps Baby Walker Pink for kids from six to 30 months, features a sturdy design to support and encourage baby’s first steps, while a detachable learning centre is packed with activities. Textured wheels, easy grip handle and durable design ensure baby gets ample support.

Finally, the Baby Soft Singing Radio is for kids from three to 24 months and is also available in pink. By twisting dials and pressing buttons, babies learn new skills.

Meanwhile, fabric and plastic allow babies to explore new textures, while dials and buttons help develop manipulative skills.

FIESTA CRAFTS 020 8804 0563

New to Fiesta Crafts’ Tellatale hand puppet range is Cinderella which transforms from rags to riches with a removeable dress and shoes.

Cinderella arrives dressed to impress in a shiny satin and velvet ballgown that will make her quickly spotted by customers. She also has removeable (and perfectly fitting) shiny shoes. But remove her dress and she is once more plain ol’ ‘Cinders’ dressed in rags.

Girls can also include the Tellatale Prince to add to performances.

As with all Tellatale puppets, children get a complete toy with fully made shaped legs and arms that can be played with as dolls, as well as hand puppets.

RE:CREATION 0118 973 6222

There are four different designs of pink Zeebeez, each with its own coloured flower on top. Zeebeez are explosive pocket sized toys: flip, twist and drop onto any hard surface and on impact, it will launch itself skyward as it snaps back into shape.

Re:creation is also offering an assortment of Nintendo DS game cartridge carry cases on keychains.

Available in three colours – red, pink and white – each holds four game cartridges and includes a stylus.

There are also four MB Games keychains on offer – working games on keychains. Options include Connect 4, Twister, Etch-a-sketch and Operation.

Razor A Daisy scooter is the original kick scooter that is easy to fold and carry in a hot pink design. Features aircraft-grade aluminium t-tube and deck, patented rear brake and folding mechanism.

The Pink pocket mod is a miniature electric euro-style scooter, which travels up to ten miles on a single charge.

Features a variable speed chain-driven motor for maximum power transfer, large 12-inch tyres and rear suspension.

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GOLDEN BEAR 01952 608308

The Charlie and Lola range includes Colour in Lola, who wears a plain white dress which can be decorated with the pens and drawing stencil provided.

The wooden Playhouse Play-set with Kitchen Theme enables girls to enter into Charlie and Lola’s world. The set includes Charlie and Lola, a table and two chairs, pink milk, a tomato and a tiger. The collection also includes Daytime/Nightime Lola.

The Peppa Pig range has grown with Peppa Pig’s Fruit and Veg Patch Play-set, Peppa’s Weather Dial, Peppa Pig’s Step n Learn Playmat, Bathtime Play-set and Create n Play Cardset.

Shaun the Sheep and Cry Baby Timmy also have their own range. The firm has also launched a new range of hot water bottle covers.

ESDEVIUM GAMES 01420 593500

Bella Sara brings the Trading Card Game category out of the realm of boys only. In addition to the collectable TCG model, it features an interactive online world of horses and fantasy play.

The Bella Sara brand is being relaunched this spring with a sampling campaign to draw in new girls as well as outreach to those who have enjoyed the brand in the past.

The brand is supported by books and video games. Animated TV and DVD series are in development.

Currently available are the Native Lights and Treasures booster pack sets, with the Royalty booster pack available in June. A seven-card booster pack retails at £1.99.

CHARACTER OPTIONS

After success last year with the Girl Gourmet Cup Cake Maker, the range has now been extended with a menu of craft-in-the-kitchen products to be found under the Let’s Cook banner.

In late summer, the Girl Gourmet Fondant Cake maker will be introduced: a new concept allowing kids to make and decorate cakes using coloured fondant icing and gels. Making the cake is the first stage of the process then, literally any design can be created, although many hints and tips are included to get them started.

Alternatively, Girl Gourmet Sweets allows girls to make jewellery that is good enough to eat.

The Candy Ring Maker is just one item in the collection and comes with everything you need to make edible rings, including jewellery settings, marshmallows, decorative candy, sugar glaze and a protective cap to keep the ring clean and dust free. Candy Bead Studio and Sprinkle Art Jewellery, plus

TREASURE TROVE

For those retailers looking for stability in the girls sector, Breyer can provide a range of equestrian models and accessories. Treasure Trove is now UK distributor of the brand, and has found that even in these challenging times there is still demand for this classic toy – from the Stablemates end of the scale, through to the collectible Classics.

Starting at £2.99 the Stablemates range is an introduction to the captivating world of equestrian collectibles and, more often than not, leads to bigger things in the Breyer collection.

The firm will be continuing Breyer's close association with the real horse world and, in particular, supporting the Riding for the Disabled Association.

The latest instalment of this partnership sees an in-store competition, promoting activity sets, which is live now.

0161 633 9800

a number of refill packs complete the collection.

Finally, for those who can’t wait till autumn, the Let’s Cook Fruit Factory and Ice Cream Parlour will be the way to create cool fruity treats Let’s Cook is to be TV advertised and has a late autumn print advertising campaign that will reach three million readers in the target age group. This, together with PR will drive girls to the new Let’s Cook website where further activities and product information can be viewed.

Also new for summer is Style Six, a new creative play collection targeting girls aged eight and over and drawing on their passion for fashion.

Style Six allows a girl to design and accessorise everyday clothing transforming them into custom pieces.

There are many kits and refill packs to collect, ensuring an eye-catching display in-store and opportunity for repeat sales.

01285 762039

In July, Treasure Trove will be sponsoring the RDA’s National Championships at Hartpury College, Gloucestershire, and as part of the association’s 40th anniversary Breyer is also sponsoring a competition to find the RDA’s 40th Anniversary Horse, which will then be produced as a Breyer model in 2010.

Moving up the range into Breyer's Traditional collection, there are also some launches. Just delivered is Breyer’s Pony Club Hero, Pippin.

This authentic model is an exclusive limited edition and is the result of a competition staged with The Pony Club as part of its 80th anniversary celebrations.

Breyer has also helped mark the 50th anniversary of the first screening of the TV series Bonanza.

A traditional model of Cochise, Little Joe Cartwright’s horse, from the classic series is now on the shelves.

41

SCHLEICH 01279 870000

Schleich’s collection of equine figures contains a range of breeds and colours and includes stables, dressage rings and jumps to collect.

The latest horses vary in size from the Hanoverian stallion, past the smaller Dartmoor Pony with shaggy mane and soulful eyes, down to the Arabian Foal in the act of grazing.

Alongside the single figures, there are horse and rider play-sets depicting different ways to compete on horseback with themes of dressage, racing, showjumping and western.

Schleich’s World of Elves collection combines hand-painted horses with fantasy figures. This year new figures include three Sun Elves – Nimsay, Vialis and Surah. Each figure has wings and ornate clothing symbolic of their people and comes with its own unique extra such as a horse for Surah and a pink lilly pad for Vialis.

MARBEL 01208 273123

The Dollie High Chair is a sturdy addition to the range, along with the Dollie Bunk Bed. The two-tier bed can be split into two separate beds or be played with as a classic bunk bed. The Dollie can be transformed into a rocking hammock, rocking bed or rocking cradle.

The latest additions to the Plan Toys Dollhouse range include the Chalet Dollhouse. The two sections can be joined together or played with separately.

To accompany the dollhouse is Décor furniture. It features a kitchen, bathroom, living room, dining room, bedroom and children’s room.

And, of course, a dollhouse wouldn’t be a home without a family, so Marbel stocks various dolls to finish the house.

JUNE 2009

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WOW TOYS 020 7471 0980

Wow continues to enjoy success with its girls range of toys and this year’s additions include the redesigned Katie Camper’s Holiday Friends and Poppy’s Pony Adventure.

Suitable for pre-school children, 18 months to five years, each toy comes with a range of secret functions and compartments for children to discover without the need for any batteries. Sturdy, safe and built to last, they can be played with individually or together as all toys from the range are compatible with each other.

SAMBRO 0161 707 5555

Sambro has a host of girl’s licensed products including My Little Pony, Littlest Pet Shop, Little Princess, Polly Pocket and Gogo’s Crazy Bones.

Gogo’s Crazy Bones is one of the best selling licences of 2009 and the girls offering focuses on creative rather than swapping. Choose from the Mega Activity Set, Art Case, Lap Desk among others.

The My Little Pony range includes a 13-piece porcelain tea set, a window painting kit and a child-size furniture collection of table, chair and toybox.

Little Princess is currently being aired on Five’s Milkshake and the character voiced by Jane Horrocks is growing even more popular. The Sambro collection reflects the character with a collection of products including a Picnic Felt Fun Set as well as a Scribble and Sketch set.

Polly Pocket products on offer include a Memories Book & Camera and the Friends file.

JUNE 2009

REVELL

Gee Gee Friends from Revell is a collectable range of horse and stable play-sets. From grooming and exercising, to preparing for events, this range builds up into a whole equestrian estate.

Groom and play with a whole host of Gee Gee Friends.

Each of the pony figures are dressed to suit the day’s activities from dressage to showjumping. With an array of different ponies and horses to collect, you’ll never be short of a friend to play with.

CORINTHIAN

As master toy licensee for the In My Pocket brand, Corinthian is continuing to introduce new play features and playsets into the series for Puppy, Jungle and Pony In My Pocket.

Joining the Pony In My Pocket range this autumn is the Pony Arena (£24.99), a fold up carry case showground, which allows young pony lovers to create their own day at the gymkhana. With exclusive ponies, show jumping accessories, prize giving podium and

BRAINSTORM New Glow Creations Draw and Glow Projector, from The Original Glowstars Company brand, is aimed at the girl’s market. The easy-to-assemble projector has 12 picture caps, each with a drawing to copy.

Project the drawing, trace and colour, then add glow in the dark highlights. Includes bonus projector torch to give glow stickers an extra boost.

Brainstorm’s Glow 3D glow in the dark range benefits from the addition of three new licences. New Disney Tinkerbell and Barbie are aimed at younger girls, while Hello Kitty crosses all generations, appealing to young kids, tweens and teens. Disney Princesses and Winnie the Pooh are bright, colourful decorations by day but at night, when the lights go out, they produce a glowing display.

01442 890285

Kids can also have their own stable for their new pony friends. The Gee Gee Friends Westphalian Family set of ponies (£17.99) and Riding Stable (£49.99) affords them the space to pamper their newfound pets.

The multifunctional, and highly adaptable, stable also comes complete with accessories to make sure the Gee Gee Friends always look the best at the show.

In addition, a Jeep and Trailer set (£39.99) is also available.

01494 462640 trophies, this large set includes everything for a pony show and then folds away for storage. The Pony Arena will be supported by TV ads.

New to the world of Pocketville will also be the Puppy In My Pocket themed Fashion School, which introduces a new play pattern of Fashion Puppy figures wearing clothes and accessories.

Children will be able to prepare for the latest fashion show with exclusive Puppies DJ Freddy and Catwalk Queen Stella. This fold away play-set is also retailing for £24.99, and will be the subject of a new TV advertising campaign starting in August.

The Jungle In My Pocket play-set offering for the year, meanwhile, is being strengthened by two new play huts both with exclusive mum and babies families. Both the Giraffe and Kangaroo Huts will be available from July, retailing for £11.99.

01200 445113

Also new for 2009 is Zipbin – the toy chest that’s also a toy. Each themed bin has four zips allowing the chest to open up into a playmat.

When playtime is over, it zips back up into a storage box.

Zipbins are available in three sizes mini, small and medium and in a variety of themes aimed specifically at girls, including Fairy Castle, Unicorn and Country Stable.

CREATIVITY INTERNATIONAL 01384 485550

New from the creative stable of Creativity International is a range of four craft drawers.

Perfect for little fingers and imaginative minds, the range includes children’s licences such as Mister Maker, Numberjacks, Art Attack and Mister Men and Little Miss.

These new kits have been tested in the hands of kids. Each kit contains all the bits and pieces, images, materials, bits and bobs children need to decorate and design their drawers, as well as additional project ideas contained inside.

Each chest of drawers is full of project ideas.

Priced at just £10 these boxes offer retailers and customers positive revenue potential.

INTERPLAY 01628 488944

Interplay’s range of craft and science kits, the Wild Science collection, are a mix of science and a girl’s love of making things.

The girls’ Wild Science kits outsold Interplay’s expectations after autumn’s TV advertising, with the Perfume Laboratory and Bath Bomb Factory leading the way.

Each of the kits delivers educational play, mixing aroma science with creativity as girls learn how to make fizzy bath bombs, designer soaps, heavenly scents and perfumer Pot Pourri.

Another TV advertised line is the new Technokits which introduce light refraction and simple motorised mechanics, while creating something to decorate a bedroom.

With the Solar Powered Technokit Rainbow Maker, girls can create rainbows every time the sun shines; while the Solar Powered Butterfly Technokit has everything needed to build a butterfly that flaps its wings whilst basking in the daylight.

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H GROSSMAN 01416 132525

JOHN CRANE

The new impulse buy collection from Branching Out by John Crane encompasses fondant colours, animals and the element of collecting at pocket money prices.

The Countryside Pencil Sharpeners are painted in pink, white, coffee and cream and stand approximately 5cm tall. This collectable family comprises a mouse, rabbit, squirrel and beaver.

KIDKRAFT

With the decision to return to licensing, 2009 has been a strong year for H Grossman with something to suit everyone with a range girls lines, including the Littlest Pet Shop for the younger girl.

The Littlest Pet Shop range includes a great selection of both outdoor and pocket money toys, such as roller boots, skateboards, satchel skateboards, scooters, tents, yoyos, jet balls and frisbees. Retail prices start from £2.99.

HABA 0161 304 9555 The Soft Dolls from HABA are 38cm characters including Fee Finja with her long rose coloured hair and basket of flowers; Souri with her colourful outfit and necklace; Paola, Lotta and Amelie. Phil is a boy doll with cap and rucksack.

The 30cm dolls include the Lilli and Nelly and two little boys – Yannik and Lukas. Also available are Horse Frederik and Horse Paulina, both with removable saddle and bridle or Horse Sissi. Add the six-piece Horse Riding Outfit and Horse Show Set with fences and wooden rails.

There is also a range of outfits, plus a Portable Doll’s Home with wardrobe and hangers, a chair, sleeping bag and pillows.

The HABA Dolls Buggy has sturdy wooden wheels and frame or there is also a Dolls Pram with bed set. The Dolls Carry Cot includes pillows and blankets and a canopy.

JUNE 2009

The wooden Large Kitchen and Sweet Pastel Kitchen are decorated in pastel colours. Both include doors that open and close, knobs that click, a removable sink and a clock with moving hands.

Even the microwave has a plate that turns, just like mum’s.

The Sweet Pastel Kitchen also comes with a four-piece stainless steel accessory set including a pot, pan, spatula and soup ladle.

KidKraft’s Retro kitchens feature designs that will remind parents of their own childhoods.

CASDON TOYS

Casdon has continued replicating the adult world with The George Foreman Toy Grill. Children who enjoy roleplaying can cook with this realistic toy, which joins the Dyson Toy Vacuum.

The toy grill includes an imitation side hot plate and comes with realistic

01604 774949

Alternatively, the second collection takes inspiration from the farmyard, with a chicken, pig and cow all included in the set.

The new Safari Pencils boast a different character on its end – a zebra, elephant, lion and giraffe.

Each range is now ready to order via new quick ordering system on the John Crane website.

0208 457 2933

The Red Retro Kitchen, for example, comes with a stainless steel pot, a stainless steel pan and a matching red and white cloth apron. The Pink Retro Kitchen’s two-piece design means friends can come over, play together and join in with the cooking.

The Savannah Dollhouse comes with 14 pieces of furniture. Embellished artwork and pretty colours complete the house. The Mia Dollhouse for the more modern little girl features a skylight, a chandelier and six other essential pieces of furniture.

01253 766411

sizzling sounds and various pieces of play food. The real Foreman grills are known for draining fat from the food as it cooks. This functionality hasn’t been missed out of the toy and is simulated by the child pressing the large button and water dripping into the tray below.

IMC TOYS 01904 720908

IMC Toys has developed audio and electronic role-play for the Disney Princess licence, with products including the Intercom which is like a real phone but customised as a telephone from a Princess movie.

This year IMC is introducing a new game: Electronic Hopscotch with music and lights and three different ways to play. Also on offer is a range of musical items, an exclusive Electronic Keyboard with multiple sound effects, accompaniments, plus a record and playback function.

This year Barbie celebrates her 50th anniversary and IMC joins the celebration with a range of musical instruments including bestsellers The Electrical Rock Guitar with Microphone and Amplifier to sing and perform your favourite songs.

IMC Toys is also presenting a new range for this year, with The Electronic Musical Dancing Mat with prerecorded songs and different game play for girls to learn new choreographies. An MP3 player can also be connected and kids can learn to dance to their favourite songs. Also in the range is a Recordable Microphone to record and play back performances.

The New Tattoo Studio allows girls to decorate themselves or their Barbie doll with Barbie icons. Designed as a beauty saloon that converts into a practical and portable beauty case.

PLAYMOBIL 01268 548111 The new Playmobil wedding range is centred on the church, which features the Wedding March tune and chiming bells. Complete with minister, flowers and the bride and groom.

There is also a pavilion, complete with minister, table on which to sign the marriage register on and, of course, the happy couple.

The Bridal Couple set comes with a three-tiered wedding cake, topped with a mini bride and groom. The photographer is also available, as are the flower girl and ring bearer.

The Marquee features the chef and his spread, and guests enjoy a glass of bubbly after putting gifts on the table. At the end of a memorable day, there is the Pianist to provide music. Everyone gathers around the grand piano to hear two melodies.

The Wedding Car arrives to take the couple on their honeymoon, covered with garlands of flowers and dragging tin cans and complete with luggage.

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KIDS@PLAY 01291 627580

Kids@play has launched its new six volt battery-operated Motor Scooter, called The Princess.

Features include tubular steel training wheels, working lights (both front and back) including brake light and three gears giving a maximum speed of four miles per hour. The product is supported by a 12/7 customer service centre, and a manufacturers warrantee and service option.

TWENTIETH CENTURY FOX

The continued popularity of Lisa Simpson’s positive character and strong personality has inspired a range of dedicated toy lines as part of the Ladies of Springfield all female licensing programme.

As an A-grade student with an eye on her carbon footprint, Halsall has designed the ideal mode of transport for Lisa. The new lightweight Lisa Micro Scooter incorporates practicality with just the right amount of cute design detail on the footplate and frame. Ready to go whenever you are, the Lisa Micro Scooter (£19.99) is suitable for girls seven years and over.

Halsall’s new Lisa Inflatable Chair comes in bright bubblegum pink featuring the Too Smart For My Own

MANHATTAN TOY

0207 437 7766

Good slogan. Designed for girls aged four years plus, £14.99.

Tradewinds World Wide is offering the new Lisa Simpson BMX bike. The Lisa Simpson BMX comes with mirror and is available in a 16-inch and 18-inch frame size. With a matching skate style helmet, knee and elbow pads and a Lisa wristband.

The character is also getting involved with the computer games sector, too. A4T has created Lisainspired accessories for the Nintendo DS Lite bundles, as well as its latest product launches which include travel packs, clean and protect sticker sets and Wii remote grips.

The products are listed by Game, HMV, Gamestation and Asda.

0208 944 3160

LITTLE TIKES 01536 462800 Little Tikes’ iconic Cozy Coupe celebrates its 30th birthday this year, with sales reaching over 20 million worldwide and four million in the UK since its launch in 1979. Average sales in the UK top 133,333 each year meaning that, statistically, by the age of four years, every child in the UK will have either owned or shared a Cozy Coupe.

To mark its birthday, Little Tikes has introduced a Cozy Coupe 30th Anniversary Edition. Over the years, Little Tikes has remained true to the distinctive shape and robust construction of the original Cozy Coupe model. However, there have been several updates to the Cozy Coupe family, including one, which in particular will be of interest to the little ladies.

The Princess Cozy Coupe 30th Anniversary Edition sports a pink body, baby blue hood and an all new smiling face. It comes with a parent grab handle and a removable foot platform so that youngsters can be pushed, and when they are older, the foot platform can be removed to allow them to zoom off on their own.

Suitable for children from 18 months to five years, The Little Tikes’ Princess Cozy Coupe 30th Anniversary Edition is available online and on the High Street from July.

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WORLDS APART 0800 389 8591

With its Dream Town collection recently voted number one in role play (Source: NPD December 08), Worlds Apart is set to build on its success with a third play-set.

Crystal Castle is billed as the ultimate Dream Town play-set, with the company saying that it offers hours of fairytale role play.

With turrets, grand entrance doors and drapes, this detailed castle opens up into two halves, with one half fitting inside the other for storage.

Girls can get into character by dressing up in the princess dress that comes with the play-set and there’s a sparkling banqueting set included.

Voted one of the Best New Girls’ Toys at London Toy Fair 2009, Crystal Castle is aimed at children aged three-plus making it ideal for those who have previously enjoyed the traditional role play of the Dream Town Rose Petal Cottage or Cherry Blossom Stores, and are now ready to move into the fantasy world for new play scenarios.

Worlds Apart is supporting the launch of the Crystal Castle with a dedicated 20-second TV ad and extensive PR and marketing support.

SANTORO 01709 518100

Manhattan Toy continues to build on its Groovy Girls collection.

The range features products designed to reflect and appeal to a girl’s sense of fashion and style, as well as her interests. Suitable for children aged three years plus, each Groovy Girls character has a unique look expressed in her hairstyle, skin tone and outfit. The brand encourages the development of a girl’s sense of identity and individualism, while celebrating friendship and diversity.

The Groovy Girls dolls resemble reallife girls aged nine to ten years-old,

have age appropriate bodies and wear clothes girls might choose for themselves. They have accessories, pets and furniture and participate in activities that appeal to young girls.

With over 20 new products launched so far in 2009, look out for the special edition mermaids with their colourthemed handbags, shiny fabrics and removable tails.

New additions to the RSVP.com range include a collector’s edition doll named Darise, as well as Princess Ariana with her sparkling accessories and glittering gown.

New for 2009, Santoro is offering a range of products in the Jeli Deli Kitty Cat design including a range of bags and purses, a stamper set, mini egg highlighters and trinket box.

Also new to the Tutti Cuti Best Friends line is a range of bags and purses, glitter globes, a trinket box and mini egg highlighters.

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SECTOR GUIDE FASHION DOLLS

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Not just a pretty face Once dominated by the titanic tussle between Bratz and Barbie, the £112m fashion dolls sector is changing, with licensed lines, particularly from Disney beginning to dominate. NPD offers more insight…

IN 2008 the total girls’ market was worth £1.2 billion (excluding video games) with fashion dolls accounting for ten per cent of total sales – the largest category outside of pre-school for girls (source NPD Consumer Panel Service). Sales of fashions dolls reached £112m in 2008 with ages four to seven particularly key to the category, accounting for 60 per cent of the total volume sold. However, ages two to three years are becoming increasingly important as an entry level with 16 per cent of sales now through that age range.

The girls’ market is much less reliant on films in comparison to the boys’ market, which is very much driven by the latest blockbusters and must-see TV shows, helping to boost licensed product sales for boys. Within girls, Barbie, the longest running fashion doll, has continued to perform strongly and has recently had its 50th birthday – succeeding without TV or film in the UK. Most top selling items, however, are relatively new and reinvention seems to be the key to long life in the market.

Barbie’s continual re-development has allowed her to survive and has recently reclaimed top placing in fashion dolls from Bratz. However the on-going battle between Bratz and Barbie that has dominated the market in the past few years has allowed for newer licensed fashion dolls to move into the category.

High School Musical is now the number two property behind Barbie

with the release of High School Musical 3 on DVD at the end of February boosting sales and Hannah Montana also making particularly strong inroads into the category.

Most top selling items are relatively new and reinvention seems to be key to long life in the market.

Fashion Dolls Top sellers Fashion Dolls YTD 09 1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

HSM 3 PROM DOLL ASSORTMENT BARBIE THUMBELINA LEAD DOLL BARBIE DIAMOND CASTLE PRINCESS LIA DISNEY PRINCESS COLLECTION HSM 3 COLLEGE DOLL BRATZ REALLY ROCK ASSORTMENT HSM COUNTRY CLUB FEATURE DOLL BARBIE RAPUNZEL CUT N STYLE BRATZ KIDZ CONCERT SNAP-ON BARBIE DOLL WITH BICYCLE

(source: NPD) MATTEL MATTEL MATTEL CHARACTER OPTIONS MATTEL MGA ENTERTAINMENT MATTEL MATTEL MGA ENTERTAINMENT MATTEL

But it’s not just the dolls that are attracting girls’ attention to the new licences but also the styling and dress up element, where girls aspire to have the lifestyle offered by such licences as High School Musical and Hannah Montana. Licences now account for 44 per cent of total fashion dolls & accessories for the year to date compared to 24 per cent for the year to date 2008, but still well behind the boys’ action figures market where licences account for over 80 per cent of value sales.

It will be interesting to see if the current trend for licences within the girls market continues, with only the Hannah Montana film specifically aimed at girls released this year or if the focus will move to TV shows such as The Jonas Brothers and Sonny With A Chance. Perhaps the girls market will focus on other new ranges being launched such as Disney Fairies or perhaps it will be Barbie’s birthday marketing that dominates.

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SECTOR GUIDE FASHION DOLLS

MATTEL

01628 500000 Mattel maintains the number one position within the fashion dolls category (value, March 2009 NPD) having had a strong start to the year, marking 50 years of fashion with celebrations across the globe.

Fashion partnerships and a six-figure brand campaign taking in digital, broadcast, print and direct to girls have ensured everyone in the UK will have heard about Barbie’s anniversary on average 11 times.

The strong Barbie momentum is set to continue into the second half of the year as well. The brand will launch a range of feature-driven character dolls and plush from the latest animated movie Barbie and The Three Musketeers.

Mattel will also launch updated versions of perennial favourites including Barbie’s Dream House and Camper Van plus extension in pets such as the Shower & Show Horse and Doggie Park. Barbie’s brand campaign will continue throughout the year along with TV investment, PR and retailer initiatives.

Mattel continues its partnership with Disney with developments for High School Musical and Hannah Montana. A UK High School Musical live stage show will run throughout autumn/winter providing girls with another chance to engage in the storyline. A range of HSM product will include the new collection of 20 mini collectible dolls.

Following Hannah Montana’s debut theatrical release, Mattel will launch new Hannah and Miley character dolls and a Travis & Miley First Date gift set – all recognisable from the movie.

CHARACTER OPTIONS

0161 633 9800

In line with the November DVD launch, Snow White has a prominent place in the Disney Princess Dolls range this year with Snow White and her Forest Friends which comes complete with seven forest creatures that can help with the housework just as in the classic scene from the film.

The heroine of the Little Mermaid films is the inspiration behind the Colour Change Ariel doll.

This doll has a hidden secret - place her tail or her hair into water and they will change to a different colour depending whether the water is cold or warm. This doll also comes with colourful hair extensions.

The Princess Collection has all the Disney heroines including Cinderella, Jasmine, Belle and Sleeping Beauty whilst in the Charming Collection each doll includes a charm bracelet to decorate with charms from the princess’s dress.

Other accessories include a brush and comb to style the doll’s hair.

The Disney Princess Dolls from Character Options are supported by TV advertising, girls’ consumer competitions and other PR.

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SECTOR GUIDE FASHION DOLLS

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DKL Les Cheries by Corolle are dolls dressed in the latest fashions paired with modern accessories. Suitable for girls five years plus, each doll measures 33cm in length and comes packaged in a presentation box.

There are five dolls to choose from in this range; Camille, Clara, Chloe, Cathy and Cecile.

The dolls themselves have inproportion vinyl bodies and authentic features such as, authentically coloured skin, moving eyes and freshly glossed lips. Their crowning glory is a mane of shiny hair, which is ideal for play grooming and styling.

For quirky collectable dolls, DKL has Les Dollies (three years plus) and les Beedibies (18 months plus) from Corolle’s Trendies range. The dolls have long multi-coloured stripy legs finished with eye-catching platform shoes. Dollies also have iridescent hair, varying from shocking pink to black with pink highlights, which has

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01604 678780 been styled into high bunches. New to the 2009 range is Dolly Toffee Apple. This doll has a toffee apple scent and has bright orange hair and gold shoes.

Beedibies are compact dolls with expressive faces. And with no two exactly the same, Beedibies have baby-like features – large doe-eyes contrasting with button noses, small mouths, tiny out-turned ears, round tummies, an outie belly button and chubby baby feet. Their hands are in a permanent fist with both thumbs turned upright, so that either can be put in the mouth to suck. Beedibies have movable arms and legs and are made of a flexible vinyl emitting a vanilla scent.

Beedibies and Dollies are available as assortment packs of 12 in branded display boxes. All Corolle ranges are supported by a sales and marketing campaign and POS is always readily available to retailers.

FLAIR Flair’s Disney Fairies range of fashion dolls launches this autumn in line with the next major DVD release Tinker Bell and the Lost Treasure.

The dolls target girls between four and six years and focus on the enchanted features in the world of Pixie Hollow. With five Autumn Fairies Dolls to collect, the 23cm fully poseable Tinker Bell and her four friends come with a blue moon stone necklace for the girl to wear; while the five Light Up Wings Dolls come with a

020 8643 0320 special flower ring which makes each fairy’s wings light up.

Tink and Blaze is a 23cm Tinker Bell doll, which makes fairy sounds to her loyal friend Blaze the firefly. Also in the collection is the 23cm Tinker Bell Magic Spiral Wings whose wings spin around in the air making it seem as if she is really flying.

The Disney Fairies range will be supported with a number of PR initiatives and an autumn/winter TV advertising campaign.

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SECTOR GUIDE MAGNETIC

Opposites attract Despite being one of the smaller sectors in the industry, having been plagued with court cases and safety issues, there remains a great deal of innovation in magnetic toys. ToyNews finds out about the latest offerings…

MEGA BRANDS

With growing excitement for the August launch, Battle Strikers bring magnetic attraction to a range of controllable, customisable and collectible battling tops. The magnetic feature allows the spinning tops to be guided and controlled so boys aged eight to 12 can take on their mates.

With a host of different products from starter kits and additional collectible tops, through to Battle Strikers Battling Arenas, the new range offers opportunities for retailers to become a one-stop-shop for this product.

A high profile summer launch for the brand will include sampling, a TV

FLAIR

01844 350033

campaign starting early August and PR activity. Mega will continue to support Battle Strikers with further heavyweight TV and PR to ensure a strong emphasis on building the brand and supporting gift sets as Christmas approaches.

The multi award-winning MagNext range continues, providing infinite build opportunities and a creative construction experience. New elements expand play pattern including tricks and character play, with improved storage solutions, after-play experience and new colours and graphics across the range.

New system assortments with hundreds of build possibilities will

strengthen the collectability of MagNext.

This includes System Tricks, available in solid colours at a low price point, so kids can create magnetic tricks.

The System Tube, System Deluxe and System Ultimate Assortments all come complete with free ideas booklets featuring a range of build ideas, while the System Ultimate Vehicle featuring Jack, a MagNext man, and hundreds of build possibilities is the hero product in the range.

Designed to support strong sales of MagNext in the girls market is the new MagNext Creations range. Offering new themes, play patterns and appropriate

colours and graphics, MagNext Creations features a variety of assortments including the Core, Tube, Deluxe and Ultimate sets, introducing new parts for more customized builds with decorative finishing touches and, girly build ideas including jewellery box, pictures frames and more.

For gadget loving kids, MagNext’s iPark is a magnetic amusement park and high-tech construction set. The iPark set boasts an improved iCoaster design featuring brand new stunts, 20 extreme build options, a new light effect magnetic elevator and MP3 compatibility.

020 8643 0320 With the second series recently launched and the Atomic range out in the summer, boys will want to collect each of the five 12cm Gormiti Magnetic Figures, swapping body parts from each of the characters to create their own unique Gormiti.

Gormiti is a collectable assortment of hero actions figures, trading cards and play-sets and was the fastest growing boys’ brand in the UK for 2008 (NPD 2008). A PR and TV campaign for the brand is planned for 2009.

Flair’s licensed Magnetic Play-Sets are themed around characters from In the Night Garden, Thomas & Friends and Peppa Pig. Ideal for travelling, each set contains background sheets and themed magnetic pieces for creating scenes in the lid of the tin.

In the Night Garden and Peppa Pig Mega and Mini Doodle Fun are magnetic doodling boards, which incorporate characters from the shows. Draw and doodle on the screen then slide the eraser to start again.

The Mini Doodle Fun items have been particularly successful owing to the moulded Peppa and Iggle Piggle characters, which hold the mini board.

Alternatively Flair offers the Hello Kitty 12cm Magnetic Plush Assortment –plush characters with magnetic hands and feet.

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SECTOR GUIDE MAGNETIC

TREASURE TROVE

01285 762039 Treasure Trove first introduced Magnetic Construction in 2001. 2009 sees the launch of the new breed of Supermag; Tryron. Tryron retains many of the features which made magnetic construction such a compulsive and successful category.

The new Tryron piece is targeted at children aged three plus. Its unusual shape challenges the model builder to create multiple geometric designs as well as models of objects with which we are more familiar.

Tryron is available at retail from August 2009 and the Treasure Trove sales team will be selling it from July 1st. There are 11 sets in total over three main retail price points, £14.99, £24.99 and £29.99. There are four different themes, blue (boys), pink (girls), green and glow in the dark. Treasure Trove will support the brand in 2009 with point of sale material and PR. In 2000 Treasure Trove Toys started trading with Quercetti as one of its main brands. Central to that brand is the classic magnetic letters category.

The range has recently been through a packaging facelift which stresses the Italian manufacturing heritage. The magnetic letters now come in hanging acetate packs, while the magnetic play set comes in the re-engineered Combi laptop

JOHN CRANE

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design. Finally there is the Magnetic Mandala Mosaic set which has become another staple in the line over the last five years.

It is now also five years since Treasure Trove introduced Magnetic Mosaics from the small Canadian manufacturer, The Orb factory.

Magnetic Mosaics are re-useable and there are four key sets in this year’s line.

Firstly Magnetic Mosaics Kids features over 700 foam cubes and 20 re-usable templates. The advantage of this product is its lower age range of four years plus, which enables children to experience the mosaic activity earlier. Magnetic Mosaics Metal is a more sophisticated set for age seven upwards with 2100 metallic foam mosaics. There are also two smaller tin sets, Magnetic Mosaics Metal Junior and the Wooden Magnetic Colour Cubes.

Treasure Trove launched Hair-EE Magno-Z in 2006. The company’s most successful sets are the singles, sold in canisters and retailing at £1.99 and the triple packs at £5.99, where one piece is sold blind so the consumer does not know if it’s a collectable piece or not. This simple marketing ploy has proved very successful in building collectability of this magnetic novelty.

01604 774949 John Crane has new magnetic additions to its GoGo Toys range.

The Flower Park playing board features flowers housed under a Perspex cover, keeping magnets and other small parts safely tucked away - even the magic stylus is attached so nothing can ever get lost from the game.

Based on the awardwinning Dino Egg Counting, the aim of this game is to take flowers to their rightful places using a magnetic magic wand.

For more brain taxing, there is the Magnetic Labyrinth also from GoGo Toys. Again being housed under Perspex, and with the wand attached, the labyrinth is carved into the wooden frame and is a complex treat for puzzling kids. The magic wand takes small ball-bearings around the maze picking them up either from above or below the board.

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2009 30 September – 1 October 2009

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Dedicated monthly retail coverage

Retail Only News • Data • Opinion

Play-Room debut satisfies AIS, despite low numbers

High Street Page 58 Should toy retailers be looking at selling iPhone applications?

Suppliers out in force for buying group’s first show ● Exhibitors concerned over traffic

Charts Page 59 This month’s retail charts feature Amazon, The Entertainer, WH Smith, Asda and Hamleys.

New products BUYING GROUP AIS attracted more than 70 suppliers to its first major toy show in more than a decade, and declared it a success, despite a seemingly low amount of stand traffic.

The firm says it is pleased with its first Play-Room at the Park event and says it had a good turn-out from AIS members and is looking to build on the show next year, by attracting more visitors from outside the AIS group. Many of the exhibitors that

ToyNews spoke to were enthusiastic about the location, but were critical of the visitor numbers. That said, most promised to return next year.

Play-Room controller Joyce Daly, however, told ToyNews that the firm was pleased with its first toy show for over 16 years. She said: “It has been really successful as far as we’re concerned. It has been really easy for the suppliers because we do shows like this nearly every week. For a first show, we filled the showroom with 75 toy brands, we invited all the members and they’ve all been here, with one or two exceptions.”

She added: “We feel that we can be justifiably proud of the progress we have made since our launch in June 2008. In response to the needs and wishes of our members and with the support of many specialist

departmental teams within AIS, we have built a cost effective and reliable service to existing toy retailers and confidently expect to add significantly to their number in the coming months. We are certain that Play-Room at the Park will become a central feature in the toy industry’s landscape as we grow our membership and harness the expertise of our suppliers to build its reputation and its worth.”

AIS: 0121 711 2200

Page 60 On their way this month are offerings from VTech, Character Options, University Games and Flair

Events Page 74

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TALKING SHOP

Your space, your shout Welcome to our new forum for retail opinion, where all toy retailers are invited to share their thoughts, vent spleen, rage against the machine, stick it to ‘The Man’, or maybe just share some good advice with their fellow store owners. TRA chairman Gary Grant will also be contributing some sage words every month and we will no doubt be adding more to the mix as it grows. But, ultimately, if you’re a retailer, this is your space. The more you contribute, the more you get involved, the more useful it will become. If you can only manage a sentence, great. If you want to contribute more, that’s brilliant. Tell us what you want to see here and, in the immortal words of Delia Smith, ‘let’s be ‘aving you’. This month we kicked off by asking for thoughts on pricing and margin erosion…

“The party is over” I HAVE just returned from visiting relatives Down Under and was very much struck by the high cost of goods there, a significant change from my last visit there when Australia had seemed cheaper than here. My family over there were not aware of there having been big price hikes and I realised that the disparity was not due to a change in Australia

but rather to the effects of five years of price erosion back at home.

The UK consumer has benefited from a strong pound, low Chinese labour costs, and the competition from supermarkets to the point that prices here are now artificially low.

But the party is over. Although the immediate future will see prices attempt to be pegged by further

squeezing of margins this will not work with lower volumes and cannot be sustained.

The economic facts of a weak pound, rising Chinese labour costs, future inflation (inevitable as a result of the hugely increased money supply) and higher transport costs (oil won’t be cheap for much longer) means that the UK consumer is

going to be forced to accept significant price increases in all goods going forward even without the retailers moving back towards sustainable profitability.

Perhaps next time I visit the folks, Australia may seem a cheap option by comparison.

Jonty Chippendale. The Toy Shop, Cockermouth

give the independent retailer a point of difference and reward them for stocking the range that the customers want as well as the high profile TV-advertised lines. Flair gives a great service and product and offers a range margin, that pays the bills and makes a profit for all that stock the range or specific lines.

I am highly opinionated about the problems created by mis-selling and unfair trading within the toy industry and all I ask is for the suppliers to use a bit of common sense when supplying toys to shops that don’t rely on toys for their profit, toys are used at Christmas by larger retailers to drive customer footfall and we have to accept that reality. But we don’t have to stock anything that we don’t make a profit on but I do expect my supplier to tell me in advance if they know.

The independent toy retailer should be the backbone of the toy industry through Toymaster and AIS larger multiples have their own buying power and can achieve good profit from low margins and are even more important, we all do different things and trade in different ways but we all have to make a profit by trading with different consumers with very different needs.

The old saying ‘know your customer’ is the most important business strategy for any business or toy retailer.

“Know your customer” PRICING IS the foundation of margin and turnover. A price point was created by bosses to ensure honesty from employees. At £4.99 a customer will wait for the penny change. Computer EPOS tills changed the reasons for price points and High Street stores competed by going to £4.95 to be cheaper, and the internet is even stranger.

As an independent retailer I can’t take into account the RRP on branded product . I have to go with the advertising and special added value and customer requests. Stock turn is the important topic on branded product.

I need a margin to pay my bills but I am a specialist in toys with so many square feet. I need to have certain lines and with Woolworths gone my issue is space. Why should I stock more branded goods at a lower margin when I am already making a good profit?

The demise of Woolworths has altered the business module for any shop that was competing with it. We have new customers coming into the shop wanting TV-advertised toys at lower margins for me, but now we

have some stock turn. As an example our store used to be 20 per cent branded and it’s now 35 per cent as we have increased what ranges we could but also increased our other higher margin product ranges. The toy trade reports 15 per cent down in sales most high street shops that used to compete with

We all need to make a profit. Why don’t the manufacturers cost and sell at the price they need to make a profit for everybody? Mike Arnold - Toywizz Woolworths are 15 per cent up on a five-year average. Our average sale is down to £8.50 but we are serving 5,000 customers a month 800 more than last year.

We all need to make a profit, why don’t the manufacturers cost and sell at the price they need to make a profit for everybody and give discounts for quantity purchased and retros for achieved purchased targets on ranges? The likes of Tesco don’t care about the toy industry but the toy industry want to sell to them. So

Consumers have not changed.

They want value for money for the products they buy and service they receive. John Lewis has the right idea - never knowingly undersold. We give the same promise in our own way, we don’t stock items we don’t make a profit on but we don’t have time to find out what everything is sold for. Customers are never shy in asking for a matched price and we match if the competitor has it in stock. Anyone can sell a product at a loss if they don’t have it in stock.

Mike Arnold, Toywizz, Chichester

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“We can’t absorb it” SUPPLIERS have put prices up a lot this year and we can’t absorb it any more so have had to put up a lot of our prices. I resisted last year when things were tough for us. Everyone else more or less seems to be doing the same so we are not alone.

We are doing very well this year, being on average 50 per cent up on last year and putting prices up hasn’t affected anything. We still have offers and sale items for people to take advantage of and try and stock

enough lower prices items to cater for everyone. I don’t think many suppliers are eroding margins as they are trying to support us retailers, they seem to need me now Woollies has gone strangely enough.

The toy industry seems to be the only industry that is putting prices up but with everything coming from abroad and the price of plastic and metal being high this was inevitable.

Jacqui Lea, Jac In A Box, Macclesfield

“More of a slog, less of a jog” WE ARE new to the toy scene and our web site is still in the process of being built (hopefully up and running by about August time), but in my current company is facing the same challenges that you are.

We have had increase on some of our products by over 40 per cent. It is very difficult in this current climate to increase our customers prices by that amount. The effect is that we are now absorbing some of the cost and our profit margin has been driven down considerably. But at least some of our customers have taken the price increases on the chin even expecting them.

We take about twice as many orders now than we did two years ago, that’s at least three per cent less GP over the year, but takes twice as much work.

We cannot absorb any costings for deliveries, (which costs us around £27k per year) and all the employment/maternity laws, red tape and legislation, makes what used to be a joy to come to work, especially my own business, now becomes a necessity to come to work.

Wholesalers throughout all industries are now insuring their creditors, which means smaller companies quite often have their credit limits reduced, or even worse, some wholesalers in our industry are now requesting direct debit payments for credit accounts. With customers taking longer and longer to pay, day to day running of the business becomes more of a slog and less of a jog. Only being a small company employing eight people I get more hassle from staff than I do from customers.

The advent of the internet on most levels is a good thing, but when we have customers that can buy cheaper than we can, at less than dealer prices, it becomes very difficult to explain to them that the products may not be what they seem, the market for all things now is cost driven, high customer service is expected from less than civil customers, with free delivery and free returns. I think that what is a problem in one industry seems to be a problem in all industries.

Tracey Asbury, Toydaddy, Oldbury

DO YOU HAVE A RETAIL ISSUE WHICH YOU WOULD LIKE TO COMMENT ON? ANY WORDS OF WISDOM (HOWEVER SHORT) FOR YOUR FELLOW TOY RETAILERS? A PROBLEM THAT WE MIGHT BE ABLE TO HELP WITH PERHAPS? LET US KNOW. Email: ronnie.dungan@intentmedia.co.uk or call us on 01992 535646 and let us hear your thoughts.

ON THE MARGINS IT’S NOT rocket science to work out that if the exchange rate drops from $1.95 to $1.45, if you’re converting from one currency to another, then somebody has to be disadvantaged if prices don’t go up by the corresponding amount.

Why are we not seeing toy inflation running at 20 per cent? The exchange rate changes would require a 20 per cent increase in cost prices if there weren’t any other changes in the supply chain costs.

Some of the factories may be helping with cost savings due to labour or raw material changes (oil is now around $60 a barrel). But where have the other costs been absorbed if we’re not seeing double digit RRP increases?

If we’re not seeing these increases, whose margin in the industry is taking a pounding? And whoever’s margin is taking a pounding, is it good for the long term health of the industry? As a retailer (as anyone who has dealt with me will tell you) I need to earn my margin, but I also need strong manufacturers too.

I would suggest that, with the demise of Woolies, it’s an opportunity for retailers to revisit their expense budget versus their expected

My challenge to manufacturers is... why do you expect retailers to support those that publish RRPs that only have a 25 per cent margin?

Gary Grant, chairman, TRA income and allowing for a return on capital (cheap money is over – make your money work) review the required margin. This will help to focus on where the buying priorities should lay.

If retailers are absorbing trade price increases, my question is ‘why do that’? It’s right that we should be competitively priced, but in most cases your biggest competitor (Woolies) is out of business. For the first time in decades there is an opportunity to review these margins.

For toy retailers to be successful and continue to invest in their stores and aspire to the ever increasing standards expected by today’s consumer, we need to be able to compete on the High Street and online. My guess would be that any retailer running at less than 40-45 per cent is struggling to make ends meet.

What is concerning me is the growing trend of manufacturers to deliver a 25 per cent brought-in margin. That doesn’t work. And my challenge to manufacturers is when you’re working from the top down, why do you expect retailers to support those that publish RRPs that only have a 25 per cent margin?

Shelf space has a value. Make yours work – don’t carry passengers.

Gary Grant, Chairman, Toy Retailers Association

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RETAIL ONLY

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

LIKE MOST retailers, I always look at other areas I could move into. Some manufacturers have tried the same, with Hasbro and Character being the most active and some have worked, others not.

We shouldn’t be afraid of moving into areas we don’t know. Garden centres are now so diverse that I know of a couple of reps who sell more puzzles through a garden centre than any of their toy accounts. Puzzles fit the demographic of their customers perfectly (heck, I’m starting to sound like someone from a marketing department) and now they are doing more in outdoor play.

I’m not suggesting we start selling what they sell, but to just be sure we aren’t blinkered in the ranges we sell.

Video games has always been a sector that people see as fitting well with toys. But all is not well there at the moment. Consumers feel video games are too expensive and they aren’t considered a pocket money purchase. By the time a kid has saved enough money he has third degree burns from the cash burning a hole in his pocket.

However, even Nintendo and Sony are increasingly worried about a bigger threat that doesn’t just effect the video game sector but our beloved pocket money sector too.

Apple is the new kid on the block. The IPod Touch and IPhone are helping sell an outstanding number of addons (apps). The quality of some of these apps is incredible value for the money (under £5), easy to buy and all done via a download at pocket money prices. We all know that we are up against the ’cool

Maybe the next sector we ought to move into outside our box should be selling a range of iTunes top-ups. culture’ of mobile phones. It isn’t just the cost of calls it is the ringtones, the screensavers and all the other add-ons hitting the pocket money pounds. But believe me, this is another level.

Maybe the next sector we ought to move into outside our box should be selling iTunes top-ups.

Congratulations to Character for a great launch of a real action man in the shape of HM Forces, brilliant PR. Strangely enough I did mention to Character back in January it would be good to have a woman and someone not white in the range. I even suggested a Ghurka. How I bet they wish they had that ready

for launch, just think of the marketing (OK, now I’m getting seriously worried about having activated a marketing gene).

But it’s not too late, Character could still piggy back this and solve the problem of a woman doll by producing a Joanna Lumley doll. Forget Eagle Eyes, she could have special eyes that fired daggers.

I’m sure a lot of the trade would join most of the country and get behind the campaign for allowing British soldiers to live in Britain.

And finally, a quick word of congratulation to Flair on its tenth birthday. A fantastic company which has always made the indies feel loved. I am sure with the support of their new parent company they will have many more years in business to celebrate.

Now if you will excuse me I’m off to get some therapy for my marketing problem.

TOY

PRICE CHECK: JUNE 2009

STORE

JUNE 2009

Ben 10 Alien Force Creation Chamber (Bandai)

Nerf Dart Tag Two Player Set (Hasbro)

Chattering Charlie and Lola dolls (Golden Bear)

Spykee the Wi-fi Spy Robot (Meccano)

Upsy Daisy and Her Chase and Play Bed (Hasbro)

£27.76

£39.97

£29.99

£146.25

£29.95

£29.99

£34.99

N/A

£200.00

£39.99

£28.97

N/A

N/A

N/A

£34.91

£28.99

£34.29

£14.99

£227.99

£34.99

£21.74

£26.24

£29.99

£199.99

£38.99

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RETAIL ONLY

www.toynewsmag.com

59

RETAILCHARTS WHSmith.co.uk

CHART DATE 11/05/09

1

NHM Remote Control Dinosaur

2

Mini Dinosaur

3

Brainiac Prehistoric Pets

4

Pirate Patch Excavate a Skeleton

5

Brainy Baby DVDs (Nine Pack)

6

Scrabble Deluxe

7

Wooden Pirate Ship

8

Totally England Cricket Set

9

Brainy Baby DVDs (Four Pack)

The Entertainer Wow Stuff

1

V.Smile Pro Learning System (inc. Scooby Doo)

Natural History Museum

2

10ft Mercury Trampoline

TP Toys

Sky One Brainiac

3

Wolverine Electronic Battle Claw

Hasbro

WHS

4

Metal Wheelbarrow

The Brainy Baby Co

5

Fisher-Price Bubble Mower

Mattel

Mattel

6

Nerf M-Strike Recon CS-6

Hasbro

WHS

7

Rapide Slide Set – Green

TP Toys

Mookie

8

Rescue Pals Swim to Me Puppy

The Brainy Baby Co

9

Speed Stacks

10 Risk – The World Conquest Game

Amazon 1

Original Rubik’s Cube

2

CHART DATE 11/05/09

Hasbro

CHART DATE 11/05/09

VTech

Besteam

MGA Character

10 Roary the Racing Car Bouncy Castle

Mail Order Express

Halsall

CHART DATE 11/05/09

Drumond Park

1

Animal clinic

Matchbox Mega Rig Space Shuttle

Mattel

2

Indiana Jones Temple of Akator

3

Ben 10 Deluxe Omnitrix

Bandai

3

Star Wars Millennium Falcon

4

Crayola Gigantic Colouring Book

Vivid

4

Imperial Dropship

Lego

5

Medical Carrycase

Peterkin

5

Off Roader

Lego

6

HM Armed Forces Infantryman

Character

6

Spongebob Squarepants Good Neighbours at Bikini Bottom

Lego

7

Insect Lore Butterfly Garden

Insect Lore

7

City Construction Site

Lego

8

VTech Kidizoom Camera Pink

VTech

8

Power Miners Fun with Wheels

Lego

9

VTech Kidizoom Camera Blue

VTech

9

Take Along Pirates Treasure Island

10 Ben 10 Puzzle 100 Pieces

Hamleys 1

UFO Mini Infrared

2

Pressman Toy

CHART DATE 11/05/09

Playmobil Lego Hasbro

Playmobil

10 Vet with Car

Asda

Playmobil

CHART DATE April

RDM Creations

1

Hotwheels Basic Car

Infinite Bubbles

Hamleys

2

Turbo Cars

Asda

3

Sticker Scratcher

Hamleys

3

Mini Vehicles

Asda

4

AA battery four-pack

Energizer

4

Mini Lying Animals

Asda

5

50 Greatest Magic Tricks

First Class

5

Gormiti Figures

Flair

6

Matt Nail Jazz

Silverfern

6

Magic Writer

Asda

7

X-Rotor PiccoZ

Silverlit

7

Ben 10 Alien Force 10cm Figures

Bandai

8

Mystery UFO

Wow Stuff

8

Cars Character Assortment

Mattel

9

Metallic Nail Jazz

Silverfern

9

In the Night Garden Push n Play

Hasbro

10 Power Rangers Jungle Fury Figures

Bandai

10 Magic Plastic Perrin & Nissen

Hamleys

Mattel

JUNE 2009

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RETAIL ONLY

PRODUCTNEWS

Colorforms come to the UK AFTER MORE than 50 years of success in the US, University Games is bringing Colorforms to the UK. Invented in 1951, Colorforms are vinyl pieces that ‘stick like magic’ to different playing surfaces and can be repositioned for “limitless creativity and imagination”. A range of Colorforms items is being

launched in conjunction with the 40th anniversary of The Very Hungry Caterpillar.

The new products include a Very Hungry Caterpillar 3D Deluxe Play-set, a Very Hungry Caterpillar Fun Pocket and a very Hungry Caterpillar Colorfelts Play Board.

University Games: 01359 243900

FROM July, Flair will be adding one of the most popular preschool licences in the market to an already successful concept, with the new Thomas & Friends Fold and Go Easel.

VTech is in the pink VTECH HAS introduced a new range of pink toys.

First came four pink additions to the VTech Baby range, including the Baby Lullaby Teddy Projector, the Baby Soft Singing Radio, the First Steps Baby Walker and the Animal Sounds Music Box. Kids can also get creative with the two new pink products in VTech’s Kidicreative range. The Kidilook Pink is for ages three and over.

Children can now view pictures onthe-go with new pink Kidilook – a portable digital photo frame with a 1.8”screen.

With options to create a photo story or use the clock mode, and the capacity to store over 100 photos. A motion sensor activates a random picture mode. To upload images, either transfer photos from Kidizoom or use supplied photo managing software to acquire from a PC.

Thomas shows his artistic Flair

VTech’s KidiDog Pink is for ages five years plus. The pink electronic puppy reacts to voice commands.

Perfect as a desktop companion, kids use voice to interact with KidiDog and play games. By asking it to dance, eat food, tell jokes, change its face and more, children learn social skills, numbers, food and letters.

VTech: 01235 555545

The versatile easel contains everything kids need to create pictures of their favourite characters and will keep tots entertained for hours. Draw on the chalkboard or use the special pens provided on the wipe clean board and when finished, simply wipe clean and it’s ready to start again. Clip a colouring sheet to the easel for that extra special picture to treasure and keep.

The Easel has sliding drawers to store the marker pens, crayons, chalks and sponge included and folds down flat for easy storage.

Flair: 020 8643 0320

Character sharpens its vision Battle it out for the Mainprize PART OF Character’s HM Armed Forces collection and powered by night vision technology, the new Night Vision Goggles allow kids to see up to 15 metres in absolute darkness.

Invisible infrared illumination lets young secret agents stay hidden, while giving them the advantage of seeing their opponents in a pitch-black night. Sliding the colour switch allows you to select a green or black and white screen display.

Rotate the viewing knob to select viewing mode and in Maximum Surveillance mode, the goggles operate at full power and emit a barely-visible ring of red light. Meanwhile, Close Proximity Stealth mode is for missions that require a closer look; the goggles operate at partial power and generate light that cannot be seen by the human eye.

Character Options: 0161 633 9800 JUNE 2009

ARMY OF Zero is a new battle card game harbouring a secret riddle. Players must solve a series of puzzles hidden within the cards to work out the solution and crack the riddle brainteaser. Point Zero Games is running a competition to win £1,000 cash for the most elegant way of unravelling the riddle.

IT expert, Steve Mainprize launched the game at the 2009 London Toy Fair. Mainprize ran his own software company for 15 years, but at the same made up games with his children.

Their favourite game developed at home evolved into Army of Zero.

Point Zero Games was set up in 2008 and the final game was produced.

Mainprize said: “The Army Of Zero riddle does make the game very unusual. We wanted to add an extra dimension to turn it into more than just another combat game, and we are pleased at the way that the game and the puzzles work together.”

Army Of Zero is a two-player card game suitable for ages seven plus, and is based on two warrior armies in combat against each other. It is available now from www.pointzerogames.com for an introductory offer price of £10.

Point Zero Games: 01625 540 493

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HERO PRODUCT

www.toynewsmag.com

61

Mega Brands Magnext Battle Strikers Mega launched its latest MagNext product at Toy Fair earlier this year with the help of teen sensation, George Sampson. MagNext Battle Strikers is now getting ready to spin onto the shelves…

KIDS CAN build and personalise their turbo launcher by selecting one of 16 different magnetically enhanced and element-themed spinners, depending on each tactic. Once built, the turbo launcher is then charged, allowing it to spin straight into battle.

Using the controller, kids can accelerate their striker at 7500 RPM and feel the magnetic power as the controller is used to knock opponents out of the game.

There are 16 spinning tops to collect with four different themes: fire, earth, air and water, and individual performance levels and names. Kids can customise the Strikers and there will be two in the collection with limited availability.

To get straight into the world of Battle Strikers, the Starter Pack includes the turbo launcher, controller and one exclusive Striker.

The Tournament Set includes two Strikers, two turbo launchers, two controllers, and an arena for quick and furious battles. The Battle Striker arena is also available to buy separately.

MARKETING Mega Brands will support the launch of Battle Strikers with an extensive marketing campaign, including TV and print advertising, events and online PR activity.

A major retail launch with a celebrity ambassador is planned for central London, The firm will also be running 800 TVR’s in August and September across the UK and Republic of Ireland, with further campaigns to come for the main season.

In addition, Mega has secured a sponsorship deal with a high profile children’s TV network, reaching its prime target audience and will be hosting Battle Striker Turbo Tours in holiday hot-spots throughout the UK.

Release date: August 2009 CONTACT DETAILS: Phone: 01844 350033 Website: www.megabrands.com

JUNE 2009

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The place for business

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DANBAR TOYS

■ Character Costumes & P.O.S.

01707 260111

JellyHead 3D

0208 441 2158

Rainbow Productions

0208 254 5300

THE NANO COPTER Babez series from Danbar Toys is probably the world’s smallest and lightest helicopter range. The toys are ready to fly; easily charged from the remote control within minutes; have a longer flying time and improved manoeuvrability and flight controls.

Danbar’s toys have a super wide, precision infrared range control to assure hovering stability. Charging directly from the remote control transmitter for only a few minutes, ensures the built-in rechargeable battery provides three times longer flying ability than other similar products.

The Nano Copter helicopters use tri-band technology.

Predefined infrared channels allow up to three models to be flown together.

■ Point of Purchase Manufacturers Daytona Visual Marketing

01827 54551

■ Safety Testing SGS

0208 991 3410

STR

0118 939 8700

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0870 751 9990

Cambridge Brainbox

01279 821 333

Creativity International

01323 485 550

Danbar International Ltd.

01707 260 111

Esdevium Games

01420 593 593

Flying Toys

01702 295 110

Fun Collectables

01494 562 727

Games Workshop

08700 134 411

Ideal Software

01767 689 720

JC Games

01323 647 886

Logiblocs

01727 763 700

Maps Toys

01483 776 006

Plastics for Games

01728 745 300

SUPPLIER/MANUFACTURER

The copters can be used both indoor and outdoor where you can host flight competitions with the Nano Copter helicopters.

The copter’s body is made from a unique material that withstands crashes and comes fully assembled to get flying in no time.

If you are looking for the coolest gift for lasting hours of fun

Point Zero Games

01625 540 493

Ravensburger

01869 363 800

RICHARD EDWARD

Revell

01442 250 130

TOY SUPPLIER

SandPlay

0115 937 5147

The Puppet Company

01462 446 040

0208 311 8888

Thumbs Up

0845 466 8880

Voila (Agenta Marketing)

01536 401 128

WOW Toys

0207 381 2302

■ Toy Suppliers Carta Mundi

01268 511 522

Plastics for Games

01728 745 300

Richard Edward

0208 311 8888

Sambro International

0161 707 5555

Adrian Miles: +44 (0)1992 535 647 adrian.miles@intentmedia.co.uk

As a brand owner, slick service throughout your supply chain is crucial in delivering to your distribution channels and ultimately, to the consumer.

As a manufacturer of card based product and strategic partner to many brands including Top Trumps and Monopoly, Richard Edward understands its part in the process; getting products in consumers’ hands at the right time and price point.

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

From card components for board games, stand alone card games, trading card sets and cards for promotional use, the firm delivers worldwide.

The London-based plant benefited from £4.5million investment in 2006, and the firm offers a range of specialist printing and finishing processes to ensure the most demanding creative briefs are met.

From foiling, to glow-in-thedark or inks that react to temperature, there are many processes which enable an interactivity with your consumers.

and entertainment – this is the perfect r/c helicopter for any occasion. The infrared controlled Nano Copter series come in a unique gift box exclusively designed by the Danbar team to make the ultimate gift.

For further information on Danbar Toys product range, contact: 01707 260111

With diminishing barriers to global trading, Richard Edward recognises it is easier than ever to source products overseas. And with corporate social responsibility at the forefront of agendas and increasing consumer awareness, it is every buyers’ responsibility to source ethically.

Richard Edward’s working practices are exemplary, offering excellent environmental credentials including FSC and Green Mark, with scope to reduce carbon footprints by purchasing a truly British product.

We are also audited to Global Sourcing Principles, the ETI base code, and hold both Investors in People and ISO 9001 accreditations.

For further information contact: 0208 311 8888

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Marketplace

www.toynewsmag.com | Advertising: +44 (0)1992 535 647 ■ Character Costumes & P.O.S.

■ Character Costumes & P.O.S.

WHAT GETS SEEN GETS BOUGHT Costume Characters Point Of Sale Props Giant Promotional Plush Event Management Storage and Maintenance Costume Hire

Constantly striving to offer more services to our clients, we recently began working with some high profile Clients such as Warner Brothersand Disney Consumer Products to provide lifesize plush toys made in the UK by our own skilled production team. This has proved a great success offering our clients much shorter lead times and first class products.

As well as this, the launch of our Event Management Department will offer clients the opportunity to have us maintain and store your costumes plus organise character appearances, arrange staff and chaperones, storage and cleaning in the UK and abroad.

Not forgetting what we do best and that's to produce high quality, long lasting character costumes for hire, events, trade fairs and promotions. Our clients include Procter and Gamble, 4 Kids Entertainment , Tesco, Asda, and Motorola.

Danny Smith

Contact - Kelli Bromley, Sales Manager T: 0208 441 2158 M: 07760270209 www.jellyhead3d.co.uk sales@jellyhead3d.co.uk

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Marketplace ■ Suppliers/Manufacturers

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ily m a f d n ds a travels n e i r f h t Play wi e or on your ame.co.uk bg at hom www.q ■ Suppliers/Manufacturers

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Marketplace ■ Toy Suppliers

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Advertisers Index ■ Character Costumes & P.O.S. JellyHead 3D

0208 441 2158

sales@jellyhead3d.co.uk

www.jellyhead3d.co.uk

Rainbow Productions

0208 254 5300

info@rainbowproductions.co.uk

www.rainbowproductions.co.uk

01827 54551

info@daytonavisual.com

www.daytonavisual.com

SGS

0208 991 3410

gb.cts.sales@sgs.com

www.uk.sgs.com

STR

0118 939 8700

toys@struk.co.uk

www.struk.co.uk

0870 751 9990

sales@bachmann.co.uk

www.bachmann.co.uk

01837 53315

info@brookite.com

www.brookite.com

01279 821333

sales@cambridgebrainbox.co.uk

www.cambridgebrainbox.co.uk

■ Point of Purchase Manufacturers Daytona Visual Marketing

■ Safety Testing

■ Suppliers/Manufacturers Bachmann Europe Brookite Cambridge Brainbox Danbar International Ltd.

01707 260 111

sales@danbartoys.com

www.danbartoys.com

Esdevium Games

01420 593 593

sales@esdeviumgames.com

www.esdeviumgames.com

Flying Toys

01702 295110

sales@flyingtoys.com

Fun Collectables

01494 562 727

info@fun-collectables.co.uk

www.fun-collectables.co.uk

Games Workshop

08700 134 411

uktradesales@games-workshop.co.uk

www.games-workshop.com

+44 (0)1767 689 720

enquiries@idealsoftware.net

www.idealsoftware.net

Ideal Software JC Games

01323 647886

Logiblocs

01727 763700

sales@logiblocs.com

www.logiblocs.com

Maps Toys

01483 776 006

info@mapsww.com

www.mapsww.com

Plastics for Games

01728 745300

sales@plasticsforgames.co.uk

www.p4g.co.uk

Point Zero Games

01625 540 493

info@pointzerogames.com

www.@pointzerogames.com

Ravensburger

01869 363800

sales@ravensburger.com

www.ravensburger.com

Revell

01442 250130

ukbranch@revell.de

www.revell.com

SandPlay

0115 937 5147

info@sandcastlemoat.co.uk

www.sandcastlemoat.co.uk

The Puppet Company

01462 446 040

info@thepuppetcompany.com

www.thepuppetcompany.com

Thumbs Up

0845 466 8880

sales@thumbsupuk.com

www.thumbsupuk.com

01536 401128

sales@agentamarketing.com

www.agenta.demon.co.uk/voila.html

0207 471 0980

enquiries@wowtoys.com

www.wowtoys.com

www.cartamundi.com

Voila (Agenta Marketing) WOW Toys

www.qbgame.co.uk

■ Toy Suppliers Carta Mundi

01268 511522

info@cartamundi.co.uk

Plastics for Games

01728 745300

sales@plasticsforgames.co.uk

www.p4g.co.uk

0208 311 8888

enquiries@richard-edward.com

www.richard-edward.com

+44 (0)161 707 5555

sales@sambro.co.uk

www.sambro.co.uk

Richard Edward Sambro International

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TOY TALK

TOY TALK Military operations, another photo-fit, bee keeping and DIY make-over shows…

FIT UP YOUR BOSS To be honest, we weren’t sure what kind of reaction we would get to our pleas for people to send in pics of their colleagues to be sabotaged by us, but I guess we didn’t bank on how deliciously vindictive our readership was because we’ve not had a problem obtaining fresh candidates.

And last month’s plea for some brave soul to send in a picture of their boss has been answered by Sam Johnson, toys and games buyer at Boots, who has sent in this pic of his guvnor, buying manager Marc Edwards. A brave move in the current employment market.

and If you fancy seeing yourself, your colleague or better still, your boss here winning a Kidizoom camera while you’re at it, send your snaps to requires. ronnnie.dungan@intentmedia.co.uk and we will give it the makeover it

MAKEOVER FOR JOHN CRANE

WANNABEE

John Crane will grab itself a bit of free publicity later this year when it features on ITV show 60 Minute Makeover, hosted by Terry Dwyer.

In a show due to be aired sometime this autumn the company’s Cow and Sheep Chairs, the Farmyard Toy Chest plus a Activity Table, all from Pintoy, will all make an appearance.

The firm donated the products that will be used in the hour-long show giving valuable coverage for the brand in the run up to Christmas.

The show also offers website links on its site for up to two years for all the products used, so potential customers can be directed to a John Crane retailer to complete their purchase.

Former Radica and PopCo MD Denis Horton has returned with a new manufacturing organisation and already boasts a staff of around 25,000. It seems Denis has been keeping himself busy and doing his bit to help the mysteriously dwindling bee population by acquiring his own hive. Expect jars of honey on Toys R Us shelves any day soon.

JOE’S GRAND DAY OUT WowWee's Joebot made his UK debut at the Grand Designs Show.

The robot took centre stage at the House of Future presented by Samsung at the show in London. Starring alongside examples of innovative technology and next generation consumer electronics such as entertainment pods, the world's thinnest LED TV, a 3D Monitor and, of all things, an electronic tongue which identifies the ingredients in your food.

Joebot previewed his cool beatbox, dance and battle moves in front of thousands of people visiting the show.

JUNE 2009

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TOY TALK

73

MY No.1s

CHARACTER GOES ON MANOEUVRES Assorted press and industry turned out in force to see Character Options launch its much-hyped Armed Forces action figure and role-play ranges at RAF Northolt. The story got blanket coverage on the day across press, radio and TV. Some did their best to try to create a story that wasn’t there by claiming the collection didn’t include any black or female figures, but all in all it generated huge publicity for the range, which went on sale on May 8th.

Nancy Davies, Sales director, Interplay

Character’s managing dire ctor Jon Diver fielded questions from the assembled press and the n surprised everyone with a moving rendition of We’ll Meet Again.

Director Joe Kissane found out just how cramped it is inside the cockpit of a Harrier jump jet and then made a quick vertical take off of his own when he found the joystick.

JUNE 2009

Number one album: Anything by The Mamas and The Papas -----------------------------------------------------------------------------Film: Death in Venice -----------------------------------------------------------------------------Book: Anna Karenina by Leo Tolstoy -----------------------------------------------------------------------------TV programme: Eastenders -----------------------------------------------------------------------------Number one single when you were born: Not sure... but probably something by Elvis -----------------------------------------------------------------------------Hero: The divine Bette Midler -----------------------------------------------------------------------------Thing to do at the weekend: Have all the kids home -----------------------------------------------------------------------------Gadget: My geriatric Nokia 6310 -----------------------------------------------------------------------------Tipple: Ledaig Single Malt -----------------------------------------------------------------------------Piece of advice: Don’t tell lies ---------------------------------------

Sponsored by

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FEATURE PLANNER

JULY 2009 Electronic learning ● Creative Play ● Dress-Up and Halloween The ever-innovative electronic learning category comes under the spotlight lead by a resurgent LeapFrog and the continued success of VTech’s V.Smile and new V.Smile

Editorial Deadline: May 8th

Motion consoles. We also highlight creative play, which includes the thriving arts and crafts sector plus dress-up and halloween.

’T DONOUT! MISS

Advertising Deadline: June 17th

AUGUST 2009 Construction Toys

Plush

Green Products

The competitive bricks and blocks market continues to sell well with some tried and trusted play patterns and brands.

Now dominated by licensing, the plush sector is always a strong toy category with lots to highilight.

A growing category, with a number of canny suppliers coming up with eco-friendly toys.

Editorial Deadline: June 12th

Advertising Deadline: July 7th

FORTHCOMING EVENTS TOYNEWS FIVES July 10th Powerleague, Barnet www.topcorner.co.uk/ toynewsfives LICENSING INTERNATIONAL 2009 June 2nd - 4th Mandalay Bay Convention Centre, Vegas www.licensingshow.com

SHOWCOMOTION July 1st - 3rd Sheffield Media and Exhibition Centre www.showcomotionconference.com

AUTUMN FAIR 09 September 6th - 9th NEC, Birmingham www.autumnfair.com

THE LICENSING AWARDS September 10th Royal Lancaster hotel, London www.thelicensingawards.co.uk

BTHA AGM AND INDUSTRY DAY June 18th Great Fosters Hotel, Egham, Surrey www.btha.co.uk

BRAND LICENSING EUROPE 09 September 30th - October 1st Grand Hall, Olympia, London www.brandlicensingexpo.com

US INTERNATIONAL FALL TOY PREVIEW October 6th - 9th Dallas Market Centre TX www.toy-tia.org

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

www.toynewsmag.com Editorial: 01992 535646 Advertising: 01992 535647 Intent Media is a member of the Periodical Publishers Associations

JUNE 2009

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 2009 No part of this publication may be reproduced in any form or by any means without prior permission of the copyright owners.

ISSN: 1740-3308

Circulation & Subscriptions AUDITED CIRCULATION Average Net Circulation: 6,069 July 1st 2007 to June 30th 2008, SUBSCRIPTIONS UK: £50 Europe: £60 Rest of World: £90 The international cost applies per subscription and covers airmail dispatch of 12 issues

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

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FRIDAY JULY 10 TOYNEWS FIVES RAISING MONEY FOR THE TOY TRUST

S ND THEIR FAMILIE A N E R D IL H C D E G DISADVANTAG IN T R O P P U S T S U TR GOES TO THE TOY Y R T N E Y R E V E £100 FROM

GET YOUR KIT ON FOR THE 2009 TOYNEWS FIVES TEAMS FROM ACROSS THE INDUSTRY WILL GATHER FOR A CRACKING DAY OF FIVE-A-SIDE FOOTBALL ACTION

# AT LEAST SIX GAMES PER TEAM # GOURMET BARBEQUE # TEAM AND INDIVIDUAL TROPHY PRESENTATIONS

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

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