ToyNews Issue 96 August 2009

Issue 96

August 2009

The toy industry’s highest circulation trade title Exclusive media partner © 1985, 2009 EPOCH CO., LTD

INSIDE…

A SLIGHT RETURN High Street icon Woolworths is back, in online form only

BATTLE STATIONS Mega Brands readies itself for the launch of Battle Strikers

DIRECT CONFRONTATION Should suppliers also sell direct through their own sites?

ALL ABOARD For Buoyant Sales DESIRABLE PROPERTIES The licensing market runs the rule over this year’s big hopes

The new, exciting, feature filled Pleasure Boat theme is a great addition to the successful Sylvanian Shopping and Outdoor Themes.

All supported with delightful TV campaigns.

Our biggest ever autumn campaign for Sylvanians starts in August 2009 For more information call: 020 8643 0320 email: enquiries@flairplc.co.uk or visit: www.flairplc.co.uk

A wholly owned subsidiary of Giochi Preziosi SpA

Contents REGULARS 4

News

6

Appointments

8

Exclusive NPD analysis

10

TV ad spend data

12

TV ratings

15

Campaign of the month

LICENSING 18

News

20

Licensing at Christmas

FEATURES 23

Woolies returns

24

Mega Brands CEO speaks

29

Green products

35

Construction

43

Plush

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

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

Katie Roberts Staff Writer katie.roberts@intentmedia.co.uk

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

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

Jon Salisbury Editorial Consultant jon@wotkidzwant.com

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

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

Editorial: 01992 535646 Advertising: 01992 535647

RETAIL 54

Retail Opinion

56

Counter Insurgent

56

Price Check

57

Retail Charts

58

New Products

59

Hero Product

Intent Media is a member of the Periodical Publishers Associations

AUDITED CIRCULATION: Average Net Circulation: 6,011 July 1st 2008 to June 30th 2009. www.toynewsmag.com ■ ToyNews has 100% named circulation and 0% duplication.

COMMENT TANGLED WEB

IT HAS often bemused me why no-one has taken on the online market in the toy sector and made it their own. In the same way that Amazon owns the book market. Maybe, of course, no one retailer dominates a particular space in the way Amazon does, but to my mind there’s no dominant player in toys.

The natural candidate, Toys R Us, has invested a huge amount in domain names in recent months, but concerted effort in the online market seems to have been a long time coming. It even allowed Amazon to act as its web portal, before the two firms fell out.

The resurrected online-only Woolworths is commtted to stocking a range of some 3,000 toy lines and has a marketing strategy which utilises

To my mind there’s no dominant player in online toy retailing. much of the feelgood factor associated with the brand. Then there’s Play.com, which has enjoyed huge success in the music and games sector and has just announced plans for an assault on the toy market (see our exclusive story on page five).

Perhaps only a non-specialist retailer will have the weight to really carve itself the largest slice of the market’s online sales. Which would surely be a an opportunity missed for our specialists?

Or maybe, from reading our Talking Shop forum on page 54, you might think it’s possible the sector will be so fragmented from suppliers selling on their own.

Ronnie Dungan ronnie.dungan@intentmedia.co.uk

4

NEWS

Mega reveals Battle plan TV, PR, sponsorship and online spearhead major marketing assault for firm’s big Christmas contender

by Ronnie Dungan MEGA BRANDS is supporting the launch of its big hope Battle Strikers, with an extensive marketing campaign, including TV, a sponsorship deal, events, promotions, print and online PR activity.

As well as hosting a major retail and press launch in Central London at Hamleys and The Entertainer, Westfield with celebrity ambassador,

George Sampson, Mega is also running 800 TVR’s in August and September across the UK and Republic of Ireland.

These will then reappear on TV in the run up to Christmas.

In addition, the firm has secured a sponsorship deal with the high profile children’s TV network, Cartoon Network and is running ads during the summer months reaching its prime target audience.

Battle Striker competitions will also be live on CN.co.uk throughout the summer and there will be a substantial amount of web driving communications including banners and pop ups.

Competitions and editorial coverage will also be running in popular boys comics and magazines throughout the month of August as part of an ongoing PR campaign.

Promotions in Ben 10 and Topps magazines also launched in July and as direct to consumer activity, Mega will be hosting ‘Battle Striker Turbo Testing’ in retailers and holiday resorts.

UK MD Dave Martin (pictured), said: “The sales velocity is very strong.

I’ve been involved in lots of launches and this is as good as it gets. We’ve got 100 per cent distribution and we’re very confident.”

ONLINE WOOLIES UNVEILS TOY OFFERING THE NEWLY resurrected onlineonly Woolworths has revealed more about its wide-ranging plans for the toy market.

The Woolies brand has been reborn as an online-only proposition, having been snapped up by Shop Direct, which has been using social networking and other marketing techniques to spread the word about the return of the high street favourite.

The toy offering on Woolworths.co.uk covers all main sectors. Andrea Gornall, senior toy buyer commented: “We’ll have a massive range with over 3,000 different products

AUGUST 2009

planned for the autumn/winter period, ranging from Crayola crayons at £1.30 up to a £3,000 wooden play centre, with next day delivery on most lines.”

The portfolio will include all the leading licences and brands.

The toy team says it is hoping to keep the offering “fresh and competitive”.

Gornall continued: “We’re constantly monitoring our prices against our competitors and aim to give our customers the best possible service available.”

Further information is available in our exclusive feature on page 23. www.woolworths.co.uk

NEWS

www.toynewsmag.com

Play.com makes toy market assault

5

Toyshop UK teams with ToyNews

Online retailer increases toy focus with a dedicated category on the site in hope to offer cross-category experience…

by Katie Roberts THE ONLINE entertainment retailer has exclusively revealed to ToyNews its plans to increase the toy portfolio available on its website, with a separate toy tab set to launch on August 27th.

Over the past 12 months, the retailer says it has tripled the number of toys offered on its site under the gadgets page. The success of the category has led the retailer to launch the toy tab, which is set to hold around 2,500 SKUs and is expected to continue growing.

Anne-Marie Farrar commented: “We have been concentrating on toys for three years now. Our consumers know we are an entertainment retailer and as such, we do really well with licensed goods. With this in mind, we are now working towards

offering a cross-category experience, so that a customer can come to our site and buy everything associated with a particular brand. Toys make up a big part of this plan.”

The retailer, which has been trading for over ten years now, is also seeing a changing demographic in its target audience, whereby toys are becoming a more relevant category.

Farrar explained: “Our target market has grown up with us and many now have their own kids, so they are in a position to buy toys, which didn’t happen when we began trading with a younger audience of 15-18 year-olds.”

The toys on offer will include products aimed at all ages from preschool to teens. The category will have a range of genres from arts and crafts, plush, outdoor, games and puzzles, construction and more with both licensed and non-licensed products.

Play.com: 01223 484172

Hamleys chooses top ten HAMLEYS HAS unveiled its top ten prediction list of must-have toys for Christmas 2009.

The list includes Hasbro’s Transformers-licensed lines as well as its hardy Bop-It game, VTech’s V.Motion and Kidizoom, Drumond Park’s new hope Rubiks 360 and Lego’s first venture into the board games market.

Hamleys head of retail, Nigel Wheatley commented: “From the traditional classics like Lego, Barbie and Slinky, to dressing up dreams and the latest in electronic wizardry, we have one of our best ranges in years wrapped up for a bumper Christmas this year.”

Top Ten picks 1.

TOY SHOP UK, the web's biggest online directory of UK toy shops has re-launched with a brand new look and a new range of features.

Run by an online optimisation expert and a former toy retailer, in just 18 months it has created a directory of toys and toy shops, with over 50 categories, 300 reviews of independent toy shops, 200 pages of the most popular toy brands and 400 other pages of information about toys.

Amongst the developments, the directory now publishes lists of the most searched words from their search tool, providing an insight into what toys children and their parents are looking to buy.

Based on the results of over 13,000 searches, the firm has now teamed up with ToyNews to include the info in the Retail Chart section of the magazine. Fresh data, updated daily, can also be seen in at www.toyshopuk.co.uk. www.toyshop.co.uk

Battle Strikers Tournament Set (Mega Brands)

2. Transformers Bumblebee Helmet (Hasbro) 3. Transformers Movie Leaders (Hasbro) 4. V Motion (VTech) 5. Kidizoom Camera (VTech) 6. Barbie & the Three Musketeers Doll (Mattel) 7. Barbie & the Three Musketeers Miette Kitten (Mattel)

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

8. Rubik’s 360 (Drumond Park) 9. Bop It (Hasbro) 10. Lego Minotaurus Game (Lego)

mobile.toynewsmag.co.uk

BOOKMARK US TODAY AUGUST 2009

6

APPOINTMENTS

INDUSTRY MOVES Smoby man joins Cesar; Woolies guy joins Entertainer; new blood at Magmatic…

FROM LEFT: New Cesar recruit Gary Wood; John Crane’s Karolina Kolba and Trunki’s Toby Davies.

FORMER SMOBY sales director Gary Wood has joined Cesar as national account director.

CEO of Cesar, Benoit Pousset said: “Because of his vast experience in the UK toy trade, Gary will be the key driver in supporting our continued growth within the toy and party markets, we are really excited by the new perspective he is going to offer both our customers and the team.”

Wood added: “I am delighted to be joining Cesar, I feel the business is already in a very strong position within the UK market and hope to enhance the brand further.”

The Entertainer has appointed former Woolworths head of retail operations Nick Hargreaves to the same position for the chain.

Entertainer boss Gary Grant commented: “We want to unify standards between branches and Nick will enable us to grow by

putting scalable policies and procedures in place.”

John Crane has appointed Karolina Kolba as its new sales consultant in Harrods. She has already been working in Harrods in the toy department for over two years as a senior sales associate and also as the Playmobil representative.

Trunki creator, Magmatic, has recruited Toby Davies to head up its UK sales division.

Davies takes over from Rupert Clarke whose promotion saw him focusing on international sales.

Davies commented: “Obviously I am delighted to have joined such a dynamic company with such a strong brand, and I look forward to increasing the level of business we do in the UK both in the multiples and independents.”

Rob Law MD of Magmatic added:

“Recruitment is a real opportunity for our businesses in the current climate, we had a wealth of hot talent applying for the role, Toby not only brings the core skills and experience, but also fits the personality of the Magmatic.”

Gemma International has recruited Daniel Donnelly as head of product and creative.

Donnelly was formerly at International Greetings and most recently developed own brand product ranges directly for retail.

He has a significant amount of experience in the Far East, having also lived and worked in Hong Kong.

David Wesson, Gemma’s chief operating officer, commented: “I am very pleased to welcome Daniel in our team. Daniel will bring his passion for product development to assist us in delivering the best

product range innovation and product extensions in the market and the best creative and commercial design in the UK across license, Gemma and Own brand product.”

Carl Richardson has joined Kinnerton after 14 years at Mr Lucky Bags to lead a new project, called The Great Character Candy Company.

The new division will offer a range of products targeted primarily at everyday sales, the first of which will launch before the end of the year.

Commenting on his new role, Richardson said: "This is a fantastic project which brings together my skills in sugar confectionery with the Kinnerton team’s strong presence and distribution in the market place.

"I am sure that together we will quickly establish significant sector innovation for our customers, so driving incremental sales for the group."

8

NPD RESEARCH

Retail Sales Trends

Properties

Rise of the robots

IN JUNE 2009 UK retail sales value rose 1.4 per cent on a like-for-like basis according to the British Retail Consortium, and 3.2 per cent on a total basis, thanks in part to warmer, weather – 211 hours of sunshine compared to 179 hours last June.

Clothing, footwear and outdoor leisure sales grew, driven by the hot weather as did food sales. However, homeware and furniture sales remain low. Internet sales in June were also higher – 16.8 per cent up on last year, helped by clearance sales as well as the heat wave.

The good weather was also reflected in the toy market sales which saw outdoor & sports toys rise nine per cent in June against the same month last year. This was mostly driven by seasonal toys, up a massive 28 per cent. Martin Yaffe’s Thomas Sand and Water and Halsall’s Evo Waterbomb were the best selling items in value and volume respectively.

Ride-ons also performed strongly with Mookie’s Smart Trikes comfortably the best selling property in the category. The only other

Sales (value, YTD June)

June 2008

June 2009

AUGUST 2009

With most of the big summer films already released, the toy market has been given a new lease of life. had a good month. This is driven largely by the new Transformers range by Hasbro, in line with the film release, Revenge of the Fallen which came out in mid-June. As a property, Transformers has jumped up to second place across the total toy market, behind Ben 10, which retains its number one ranking.

However, within action figures, Optimus Prime reigns supreme and Transformers is the best selling

property. Other strong performers include Character’s HM Armed Forces which is now in the top five biggest properties within action figures as well as the continuing success of Bakugan.

There are also a number of girl’s properties that have performed well including traditional favourite Sylvanian Familes by Flair which has continued to expand throughout 2009 and is now the top property in play-set figurines, closely followed by Corinthian’s In My Pocket. Other flourishing properties include Hannah Montana, where the best selling item is the Sing Along microphone accounting for over a tenth of total Hannah Montana toy sales.

With most of the big summer films already released, the toy market appears to have been given a new lease of life. As the retailers and manufacturers start to gear up for the most important season of the year; it will be interesting to see who gains the early Back To School sales in preparation for the crucial peak season.

Average Price

UK Toy Sales

Source: NPD

supercategory to grow is all other toys driven by the education/muscial toys. Big selling items in this category include Interplays’s Antworld and Hasbro’s Power Tour Guitar.

Some strong performances within action figures, accessories and roleplay means that action figures also

-13%

June 08: £5.81

June 09: £6.39

Top 5 properties June 2009 1.

2.

3.

4.

5.

BEN 10 TRANSFORMERS THOMAS AND FRIENDS STAR WARS IN THE NIGHT GARDEN

Best property progression June 2009

Easy Set (Intex) Outdoor toy sales have surged with the good weather with Easy Set jumping from number 137 to 25. Super Soaker also leapt to number 26 from 75.

Best item progression June 2009

Transformers Movie Deluxe Figs (Hasbro) With the launch of the new movie, the toys rose from number 695 to number three in just one month. The Movie Legends Assortment is also in fourth place.

NPD RESEARCH

www.toynewsmag.com

Retail Sales Trends UK JUNE 2009 (£ SALES - VALUE) 1

KIDIZOOM CAMERA

2

SMART TRIKE PLUS GIRLS

3 4 5

BEN 10 ALIEN FORCE 10CM FIGURES

6

FIRST STEPS BABYWALKER

7

HOT WHEELS BASIC CAR ASSORTMENT

8

BAKUGAN STARTER PACK

9 10

UK JUNE 2009 (UNIT SALES - VOLUME) VTECH

1

HOT WHEELS BASIC CAR ASSORTMENT

MOOKIE

2

GOGOS III EXPLORER PACK

TRANSFORMERS MOVIE DELUXE FIGURES

HASBRO

3

CARS VEHICLE ASSORTMENT

TRANSFORMERS MOVIE LEGENDS ASSORTMENT

HASBRO

4

TRANSFORMERS MOVIE LEGENDS ASSORTMENT

BANDAI

5

GOGOS EVOLUTION BOOSTER

VTECH

6

LITTLEST PETSHOP COLLECTIBLE ASSORTMENT B

MATTEL

7

BEN 10 ALIEN FORCE 10CM FIGURES

SPIN MASTER

8

BAKUGAN BOOSTER PACK

BEN 10 ALIEN FORCE 15CM DNA FIGURES

BANDAI

9

GORMITI FIGURE FOILBAG ASSORTMENT

BEN 10 ULTIMATE OMNITRIX

BANDAI

10

TRANSFORMERS 2 ROBOT HEROES

UK YEAR TO DATE (£ SALES - VALUE) 1

BEN 10 ALIEN FORCE 10CM FIGURES

2

KIDIZOOM CAMERA

3

BEN 10 ULTIMATE OMNITRIX

4

BAKUGAN STARTER PACK

5 6 7

CARS VEHICLE ASSORTMENT

8

STAR WARS CLONE WARS BASIC FIGURES 3.75"

9

SMART TRIKE PLUS GIRLS

10

HOT WHEELS BASIC CAR ASSORTMENT

MATTEL MAGIC BOX MATTEL HASBRO MAGIC BOX HASBRO BANDAI SPIN MASTER FLAIR HASBRO

UK YEAR TO DATE (UNIT SALES - VOLUME) BANDAI

1

HOT WHEELS BASIC CAR ASSORTMENT

MATTEL

VTECH

2

CARS VEHICLE ASSORTMENT

MATTEL

BANDAI

3

BEN 10 ALIEN FORCE 10CM FIGURES

SPIN MASTER

4

GOGOS III EXPLORER PACK

BEN 10 FIGURES 10CM ASSORTMENT

BANDAI

5

PR JUNGLE FURY FIGURES

BANDAI

POWER RANGERS JUNGLE FURY FIGURES

BANDAI

6

BEN 10 FIGS 10CM ASSORTMENT

BANDAI

MATTEL

7

BAKUGAN BOOSTER PACK

HASBRO

8

STAR WARS CLONE WARS BASIC FIGURES 3.75"

MOOKIE

9

GORMITI FIGURE FOILBAG ASSORTMENT

MATTEL

10

LITTLEST PETSHOP COLLECTIBLE ASSORTMENT B

BANDAI MAGIC BOX

SPIN MASTER HASBRO FLAIR 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

9

10

ADVERTISING TRENDS

MARKETING SPEND ANALYSIS MONTHLY SECTOR SPEND MONTH SUB MARKETS

JUL-08 SPEND* (£)

AUG-08 SPEND* (£)

SEPT-08 SPEND* (£)

OCT-08 SPEND* (£)

NOV-08 SPEND* (£)

DEC-08 SPEND* (£)

COMPUTER/ELECTRONIC GAMES

£5,126,126

£3,292,800

£2,918,590

£6,925,664

£16,488,433

£12,166,965

TOYS & GAMES/PRESCHOOL/LEARNING AIDS

£1,479,578

£2,323,340

£4,802,750

£10,913,001

£10,328,776

£3,349,693

TOTAL (ALL)

£6,605,704

£5,616,140

£7,721,340

£17,838,665

£26,817,209

£15,516,658

73.09%

-7.79%

-31.82%

1.63%

13.68%

10.74%

YEAR ON YEAR DIFF %

MONTHLY ADVERTISING SPEND (12M TO JUNE ‘09)

Flair’s Sylvanian Families is driving its TV spend

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

SECTOR

SHARE

COMPUTER GAMES / ELECTRONIC GAMES

62%

TOYS & GAMES / PRE-SCHOOL / LEARNING AIDS

38%

TOTAL (ALL)

100%

L:ÉG: I=: DC: ID L6I8= L:ÉG: I=: DC: ID L L6I8= >iÉh d[ÒX^Va/ lZÉkZ \di i]Z CjbWZg & XdbbZgX^Va X]VccZah [dg Wdi] >iÉh d[ÒX^Va/ lZÉkZ \di i]Z CjbWZg & XdbbZgX^Va X]VccZah [dg Wdi] W dnh 8Vgiddc CZildg` VcY \^gah 7ddbZgVc\ ^c i]Z )". V\Z \gdje# Wdnh 8Vgiddc CZildg` VcY \^gah 7ddbZgVc\ ^c i]Z )". V\Z \gdje# ??jhi dcZ ZmVbeaZ d[ hdbZ VbVo^c\ \gdli]/ hZZ [dg ndjghZa[ Vi jhi dcZ ZmVbeaZ d[ hdbZ V VbVo^c\ \gdli]/ hZZ [d dg ndj jghZa[ Vi lll#ijgcZgbZY^V^ccdkVi^dch#Xdb$gVi^c\h lll #ijgcZgbZY^V^ccdkVi^^dch#Xdb$gVi^c\h HdjgXZ/ 76G7 ?Vc"?jc %. 8dbbZgX^Va ^beVXi YZa^kZgn Hdjg XZ/ 76G7 ?Vc"?jc %. 8dbbZgX^Va ^beV VXi YZa^kZgn

I IB '%%. 8Vgiddc CZildg` B '%%. 8Vgiddc CZildg`

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 JAN-09 SPEND* (£)

FEB-09 SPEND* (£)

MAR-09 SPEND*(£)

APR-09 SPEND* (£)

MAY-09 SPEND* (£)

JUN-09 SPEND* (£)

TOTAL SPEND* (£)

£1,636,449

£3,348,587

£4,191,499

£4,706,937

£3,854,508

£4,614,571

£69,271,129

£508,355

£1,292,311

£1,696,079

£2,684,947

£1,917,177

£809,666

£42,105,673

£2,144,804

£4,640,898

£5,887,578

£7,391,884

£5,771,685

£5,424,237

£111,376,802

0.69%

-12.94%

-20.02%

-22.66%

-25.00%

-27.90%

-3.97%

TOP 20 ADVERTISERS (SIX MONTHS TO JUNE ‘09) COMPANIES

PERCENTAGE OF ALL SPEND NINTENDO 22.4% ELECTRONIC ARTS 7.0% ACTIVISION 6.1% CAPCOM 4.7% HASBRO 4.4% MATTEL 4.0% UBI SOFT 3.7% THQ 3.6% SONY COMPUTER ENT. EUROPE 3.5% ROCKSTAR GAMES 2.7% SEGA ENTERPRISES 2.4% FLAIR LEISURE PRODUCTS 2.4% CHARACTER OPTIONS 2.3% BLIZZARD ENTERTAINMENT 1.8% LEGO GROUP 1.6% VIVID IMAGINATIONS 1.5% MICROSOFT 1.4% HARMONIX 1.4% BANDAI 1.2% WARNER BROS 1.2% TOTAL (TOP 20) TOTAL (ALL)

Lego Power Miners

CHANGE (JAN - JUNE ‘09 VS JAN - JUNE ‘08)

79.2% 100%

20.3% 55.3% -1.3% 285.6% -45.5% -69.9% -38.7% 127.1% 63.7% -59.9% -52.4% -23.0% -39.6% 290.5% 26.9% -54.0% 211.8% -30.8% -33.9% 45282.3% -11.6% -21.1%

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

12

AIRTIME STATISTICS

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

SHOWS ACROSS ALL TIMES JUNE 09

SHOWS ACROSS ALL TIMES YTD JUNE 09

TIME

TITLE/DESCRIPTION

1

8:48

THE BATMAN

GMTV1

2

9:09

BEN 10

GMTV1

154

3

8:30

SHAGGY AND SCOOBY DOO GET A CLUE GMTV1

154

4

16:35

HORRIBLE HISTORIES

BBC1

153

5

16:36

MI HIGH

BBC1

6

8:51

BATMAN: THE BRAVE AND THE BOLD

7

8:34

SPONGEBOB SQUAREPANTS

8

17:14

TOMMY ZOOM

CBEEBIES

135

9

7:51

KIM POSSIBLE

GMTV1

127

TOONATTIK

GMTV1

124

13.3

10 7:25

CHANNEL

OOOs

%

183

14.7

AIRINGS

TITLE/DESCRIPTION

1

17:35

JONAS

2

15:59

HORRID HENRY

3

9:54

PIRATES

4

16:29

5

TITLE/DESCRIPTION

SPONGEBOB SQUAREPANTS

1

8:34

12.1

8

2

9:00

WHO WANTS TO BE A SUPERHERO?

15.0

8

3

17:29

GRANDPA IN MY POCKET

12.1

3

4

10:01

BASIL’S SWAP SHOP

148

11.6

3

5

8:50

GMTV1

145

13.2

6

6

GMTV1

139

16.1

8

8.9 16.5

90

10 17:46

17.3

58

12.4

14

9.4

39

CBBC

169

10.8

1

POWER RANGERS JUNGLE FURY

GMTV1

166

13.2

64

16:35

THE LEGEND OF DICK AND DOM

BBC1

160

10.2

13

7

8:03

BACK TO THE BARNYARD

GMTV1

157

18.5

20

4

8

16:20

SKUNK FU

4

9

8:19

BEN 10 CHUGGINGTON

BBC1

157

10.5

1

GMTV1

156

14.2

48

CBEEBIES

153

8.5

127

COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) YTD JUNE 09

145

9

1

1

17:35

JONAS

CITV

99

10

CITV

90

7

80

2

7:42

DINOSAUR KING

8

3

15:59

HORRID HENRY

JUNGLE RUN

CITV

85

7

12

4

8:09

TOM AND JERRY TALES

10:32

MY GOLDFISH IS EVIL

CITV

80

7

8

5

6

9:25

TM NINJA TURTLES FAST FORWARD

CITV

77

6

8

7

7:28

POKÉMON BATTLE DIMENSION

GMTV2

77

8

8 9

7:56

POWER RANGERS JUNGLE FURY

GMTV2

71

16:30

YU-GI-OH!

CITV

66

DISNEY CHANNEL

64

AUGUST 2009

177 174

TITLE/DESCRIPTION

SOURCE: INFOSYS/BARB.

GMTV1

175

TIME

DISNEY CHANNEL

% AIRINGS

BBC2

% AIRINGS

SUITE LIFE ON DECK

CHANNEL

OOOs

CBEEBIES

OOOs

10 7:32

CHANNEL

2

COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) JUNE 09 TIME

TIME

CHANNEL

OOOs

%

DISNEY CHANNEL

145

9

1

GMTV2

112

10

100

CITV

108

9

568

GMTV2

103

8

90

16:28

HANNAH MONTANA SING-A-LONG DISNEY CHANNEL

102

7

5

6

16:31

GRIZZLY TALES FOR GRUESOME KIDS

100

8

94

22

7

8:27

JUSTICE LEAGUE

GMTV2

97

9

40

6

22

8

16:58

THE WORST WITCH

CITV

94

5

1

5

12

9

16:29

MY GOLDFISH IS EVIL

CITV

90

7

79

5

64

10 7:42

GMTV2

93

9

225

POKÉMON BATTLE DIMENSION

NOTE: THESE CHARTS ARE BASED ON AVERAGE PERFORMANCE

CITV

AIRINGS

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103x295-GB-ToysNews 1

05.05.09 17:24

CAMPAIGN OF THE MONTH

www.toynewsmag.com

15

Goochicoo MV Sports MV Goochicoo dolls combine interactive features with doll-play and act as a bedtime companion.

The range is backed with TV, online and other marketing activity…

THE GOOCHICOO dolls are a range of large soft and cuddly interactive dolls. The tried and tested concept of little girls interacting with dolls has been supplemented with new ideas and new technology.

The combination of fun and cuddly large dolls with an ability to interact with their own accessories was already being explored at MV, but it needed a certain character to bring the concept to life.

When these ideas were combined with the distinctive Goochicoo style guide, a series of cute and cheeky characters with bright colours and fun straplines emerged. The dolls are soft bodied and designed to be a perfect bedtime companion, whereas their interactive capabilities also make them playtime dolls. Each doll has six interactive sound functions, plus one that is unique to each character and every one is packed in a Goochicoo bedroom scene/cot-themed window box. Further developments for large dolls, cot dolls, beanies and role-play accessories are under way for 2010.

One of the first four characters, Little Star, loves to sing into her microphone and MV has secured the rights to use the hit song My CooCa-Choo made famous by Alvin Stardust (reaching number two in 1973). The song has been revamped by the Goochicoo creative team and will appear in the TV ad and on the packaging with the lines ‘I wanna be your Goochicoo’ and ‘You’ll really love the things that we do!’

TV ADVERTISING The ‘My Goochicoo’ TV blitz breaks this autumn with an ad matching the characters with their personalities and their clothing. The campaign will consist of 20 and 30-second spots aimed at girls aged five to 11 years. It will highlight all the fun play features and will focus on each doll’s unique interaction with its own personal accessory.

ONLINE Both the TV ad and the packaging will direct girls to a specially constructed Goochicoo microsite, where a birth certificate is created and issued along with an online code. This code allows Goochicoo fans to create new characters, as well as design outfits and accessories for their dolls. Each Goochicoo design will be judged and the girl who creates the best character will get the opportunity to have the doll produced.

AUGUST 2009

The UK’s only dedicated monthly licensing coverage

News • Media • Opinion

Prophet centres Licensing industry execs tell all about their year so far in a challenging environment and offer their predictions and plans for the all-important autumn/winter season.

18

LICENSINGNEWS

COMMENT HALF FULL OR HALF EMPTY? AFTER ALL the positivity generated by Licensing International, we seem to have come back down to earth with a bit of a bump.

The views of a selection of key industry executives (pages 20-21) this month, suggest that the market in general is in for a tough time heading into Christmas and for the first part of 2010 at least.

The key thing is that the challenges we face are by no means insurmountable. Most companies took heed of the early warnings on the faltering economy and prepared accordingly. This may have been by shoring up their portfolio and making sure there’s a good mix of new, classic and evergreen properties (like licensing agency CPLG); talking to retailers and finding out exactly what they want and need (like Aardman); or, if they have a brand new property, making sure that quality product is being developed at the right price (like RDF and its approach with Waybuloo).

A number have even experienced an upside to the recession. Both Bulldog Licensing and Turner CN

2009/2010 will be all about playing it clever – for licensors, licensees and retailers alike.

Enterprises have noted an increase in sales of pocket money items for Thumb Wrestling Federation, Gogo’s Crazy Bones and Ben 10.

09/10 will be all about playing it clever – for licensors, licensees and retailers. BBC Worldwide MD Neil Ross Russell has said it will be a year of retrenchment and planning, and this will no doubt be the case for many other major players, too.

Retailers, meanwhile, have already been seeking out new revenue streams, with the big winners at the moment appearing to come from the museum and heritage sector. The Natural History Museum told us this month that museum licensing – particularly within the toy sector – is set to grow significantly as parents looks towards brands they can trust and that they feel deliver educational value as well as fun.

The immediate challenge, however, is the Christmas run in. With no Woolworths this year, and the possibility of retailers launching Christmas sales earlier than ever before, it’s certainly going to be an interesting end to a difficult year.

Samantha Loveday Samantha.Loveday@intentmedia.co.uk AUGUST 2009

09/10 will be tough, warns BBCW boss In The Night Garden and Doctor Who do the business in 08/09, but coming year will be one of retrenchment and planning...

by Samantha Loveday BBC WORLDWIDE Children’s & Licensing recorded a 9.8 per cent increase in sales to £28.0 million for the 12 months to March 31st, but MD Neil Ross Russell has urged caution for the year ahead, saying that it’s going to be very tough for everyone.

Strong performances from In The Night Garden and Doctor Who – the former ending the year as the biggest licence in the toys and games market – helped profits rise to £1.7 million. This is a solid turnaround from the 07/08 position when losses of £9.0 million were reported after significant investment write-downs.

“Night Garden and Doctor Who put us on a much sounder financial footing,” Ross Russell told ToyNews. “ITNG toys did very, very well, with success across all ranges; Upsy Daisy and Her Bed was one of the big sellers for Christmas 08, for example. And with Doctor Who, the Character action figures still lead the way as the biggest revenue driver.

“However, I think it’s very unlikely we’ll be able to look back this time next year on a similar set of results.

“While In The Night Garden is holding its place in the market pretty much across all categories, we always knew we’d be in for a quiet time with Doctor Who. “We’re deliberately making sure we sell through the inventory, so we’re ready to go next year and make a large splash when Matt Smith arrives.”

Looking further ahead though, Ross Russell is more confident: “What we’re trying to do in 09/10 is really set ourselves up for the future.”

Key properties for 2010 and beyond will include new flagship brand ZingZillas, plus Tronji, Wibbly Pig and Dirtgirlworld.

BBC Worldwide: 020 8433 2000

Vivid eyeing pre-school top spot VIVID IS aiming to become the number one pre-school character company by 2010.

The firm is currently enjoying strong performances from its Fifi and the Flowertots, Roary the Racing Car and Winnie the Pooh ranges. A highly anticipated Timmy Time range is also due to launch in autumn/winter, with hero products including Night Night Timmy and the Nursery School Play-set.

“Our aim at Vivid is to provide great quality toys that combine fun with key developmental benefits,” said Lindsay Hill, senior brand manager for pre-school. “For each of our licences we aim to provide a broad range of products spanning all the key categories including games, puzzles, outdoor, plush and play-sets.”

Vivid will be supporting Roary this year with a 700 TVR TV blitz, press ads and promotions, with Crazy Stunt Roary being its hero product. Its Fifi range, meanwhile, will

welcome Tickle n Giggle Fifi and the Cook n Clean play-set, while new characters Buttercup and Daisy will launch as part of the Playtime Tots assortment. New packaging will also be introduced for autumn/winter.

In addition, Vivid’s Winnie the Pooh baby and plush ranges continue to perform well, up 65 per cent YTD (Source: NPD, £ May).

Vivid: 01483 449944

LICENSINGNEWS

www.licensing.biz

19

Museum brands are carving out IN BRIEF niche in toy market, says NHM

WOW STUFF BEGINS NEW INVENTOR SEARCH

Retailers are stocking up on branded toys, as consumers look for value and quality…

by Samantha Loveday MUSEUM LICENSING, particularly within the toy industry, is set to grow significantly as retailers look to more trusted brands.

That’s the view of Jeremy Ensor, head of retail strategy and operations at the Natural History Museum, which has seen sales of its merchandise quadruple on the High Street over the past two years. Last year, retailers sold £7 million of NHM product globally.

“The museum sector is utilising its educational and academic prowess to work with manufacturers and develop products under licence that appeal to consumer demand for value and quality,” Ensor (pictured) explained to ToyNews. “Toys are one area where museums have had a particularly notable impact, as a result of tapping into their academic

resources and involving scientists and advisors in product development and approval. The outcome is that if you buy a model dinosaur from the

Natural History Museum, it will have the right number of teeth, correct proportions and be accompanied by a scientifically accurate fact sheet.”

Many retailers are now catching on to the fact that museums – and, therefore, related product – sit favourably in the minds of consumers and have been stocking up on branded toys.

“Parents tend to reminisce about past visits to their favourite museum and feel good about spending money on a brand for which they have warm memories,” Ensor continued. “As consumers already have this sense of loyalty, a certain amount of altruism may prompt them to buy the product, as they feel they are giving something back to the museum and helping it prosper.”

NHM: 020 7942 5366

Bladez earmarks further licensed growth HAVING experienced success with its Terminator Salvation range earlier this year, Bladez Toys is now looking to up its profile in the licensed market even further.

The firm – which was only established in 2007 and has just a handful of staff – has seen strong take up of its Terminator branded products at retail in a relatively short space of time. It has a presence in the new autumn/winter Argos catalogue and is also stocked in the likes of Hamleys, Sainsbury's and on

Play.com. Items – including the Resistance Helicopter (above) – can also be found in a wide range of independents.

Bladez is now considering licences within the toy sector to hit in

2010/2011 and is also looking to increase its staff headcount.

“The aim is to produce two new products a year which are totally new,” the firm’s Iain Morgan explained to ToyNews.

Morgan is also actively looking for distribution in Europe, possibly on an exclusive basis, while a move into corporate gifts is also being explored following a deal with Samsung.

“We’ve definitely got something to build on here,” Morgan added.

Bladez Toyz: 02392 658255

Wow Stuff has teamed up with Aardman’s Wallace & Gromit and the IPO to search for Britain’s next big inventor. A competition, promoted in packs of the firm’s Inventors Kit, encourages budding inventors of all ages to put forward their best idea for a new invention.

The winning product will be put into production by Wow Stuff.

Wow Stuff: 08700 546000

HORNBY SIGNS 2012 DEAL Hornby will launch the first official London 2012 toys in time in Christmas. A special Scalextric velodrome set, Corgi die-cast model vehicles – including London buses and taxis, Hornby models of the trains used for the 2012 Games and Airfix kits of the main venues – will be in the range. The firm has been awarded a three-year licence.

Hornby: 01843 233500

JETIX MAG BECOMES NITRO Future is relaunching the Official Jetix Magazine under the new name of Nitro from September 3rd. The title will have an expanded editorial remit to cover all major children’s TV content. Each issue will have at least four covermounts.

Future: 01225 442244

BRAINSTORM EXPANDS STAR WARS RANGE The new Star Wars Science collection from Brainstorm will include the Star Wars Force Trainer, which features sound effects and exclusive Yoda training dialogue.

Other items include an Optical Command Unit.

Brainstorm: 01920 821211

WAYBULOO PASSES THREE MILLION VIEWER MARK Just eight weeks after going on air, RDF’s Waybuloo has reached the three million viewer figure. The show has an average share of nearly 16 per cent of parents and carers with pre-school kids (May to July).

RDF: 020 7013 4400

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AUGUST 2009

20

LICENSING THE CHRISTMAS RUN IN

Rising to the challenge There’s no denying that the credit crunch, coupled with the closure of Woolworths and general pressures on the High Street are affecting our business this year. Samantha Loveday asks some key industry execs for their views on the main challenges for the toy licensing sector for the remainder of 2009 and beyond...

“We’ve been really lucky this year in that we had In The Night Garden and Doctor Who coming together at a peak at the same time. Christmas 2008 was a phenomenal period in terms of ITNG, with the toy ranges all performing well.

In terms of Doctor Who, Character Options’ action figures still lead the way as the biggest revenue driver.

But I think in 2010 we’re going to be talking about what a tough year it was, I’m afraid. We’ll be in the situation where for 09/10 the Christmas buying period back in February/March was right at the depth of the biggest recession we’ve been in for 60-odd years and everyone was being very, very nervous.

Woolworths going will be felt this year and the loss of EUK will have a pretty significant impact on the market.

I think it’s very unlikely we’ll be able to look back this time next year on a similar set of results as the ones we’ve got this year. But, it’s all about the future and moving forward from there.

09/10 will be a year of retrenchment and planning for the future.”

Neil Ross Russell, MD, BBC Worldwide Children’s & Licensing

“Despite the challenging conditions things are looking very favourable for us – market forces are changing but our brands have really connected with licensees and retailers. We are also in talks that will realise very good royalty potential for 2010.

The recession has affected certain areas. For example, there has been a delay in getting deals done and licences wrapped up. However, we have put a lot of effort and resources into

positioning our brands effectively and are seeing strong activity as a result.

There is no doubt that toy retail has suffered massively – there is now a definite play safe/risk averse culture out there, which may be difficult to shift in the next 12 months. This has a knock-on effect on the whole licensing industry as toys are usually the first licences out there.

The demise of big retailers like Woolworths and Zavvi means that power is being concentrated within the remaining retail outlets and we almost have a cartel situation. Whilst there is huge demand from licensees, the shelf space is just not there any more and caution is the name of the game. The challenge for everyone is to break down the barrier to entry and get products out there.

I think that we are looking at another video game Christmas, with no room for toy growth. The popularity of Wii and other consoles remain strong and there is only so much money to go round, so toys are likely to lose out.”

Mark Hurry, Legal & Commercial Director, PPC Enterprises

AUGUST 2009

“It’s tough out there. Retailers don’t want to take risks and they are focusing on only the top brands. There is little point of difference now between retailers as they all stock the same brands. It is interesting to see that none of the retailers have picked up the Woolworths business, which bought into a lot of brands across any given

product category and maybe three to four lines per brand.

Products need to be new, innovative and exciting to appeal to kids. They also need to fit into the pocket money price point to be attractive to parents.

Brands with proven success will fair better than movie tie-ins with a short shelf life.

Given the rise in unemployment, people are still being cautious about spending, which means it’s inevitable that sales will be lower than last year.

But, you never know, people need to have something to look forward to, so maybe we’ll see a last minute splurge at the end of the year to ensure a happy Christmas and year end after all the doom and gloom of 2009.”

Natasha Dyson, Head of Licensing, Chapman Entertainment

“Overall sales have been holding up for 2009 in a very cautious market. For us it’s been about laying the groundwork for Q3/4 and beyond.

We knew 2009/10 was going to be tough so we planned accordingly and made the necessary adjustments last year. We are very glad we did, as broadcasters, retailers and licensees continue to retrench, adjust their priorities and think more about brands they can rely on to reduce their risk.

In terms of retail, all the feedback we’ve had through licensees suggests that selections have been later than ever, as the trade tries to get to grips with the effect that Woolworths’ demise will have on their business.

It also feels as if most retailers would rather be clean in November than take risks on being left with large stock holding in December.

Retail conservatism makes it more difficult to launch any new property as buyers prefer to stick with brands they know and trust. We are fortunate at Aardman to have a strong level of equity within our core brands, which takes much of the risk out of the equation for the retailer. The focus on the value end of the market also further erodes the space for licensed product as retailers focus on their own label offers.

I think Christmas is going to be tough. With Woolworths’ demise leaving a big hole in the High Street, a percentage of the business will fall into the hands of the value retailers who are much less focused on strong brands. However, this does leave the door open for those retailers that focus on licensed properties to claim a larger share in this area and also some great opportunities for non traditional retailers.”

Rob Goodchild, Licensing Manager, Aardman Rights

THE CHRISTMAS RUN IN LICENSING

www.toynewsmag.com

“We got off to a flying start with the Postman Pat SDS toy range from Character. Sales exceeded expectations

“We’ve had a really strong year to date, thanks to the fact that we look after a wealth of evergreen brands. As a company we have worked hard to structure our portfolio, encompassing a wealth of retro and classic, new and evergreen, so there really is something for everyone.

Obviously, Woolworths’ demise last year has affected a large amount of the toy companies, but from that the retail environment is really, really pulling

21

with product flying off the shelves so quickly that it went out of stock.

However, the retail environment is unquestionably tough. We’ve always operated in a competitive environment and with increased pressure on margins, properties are really having to earn their space on shelf. On that basis, properties absolutely need a point of difference. They need to stand out to talk to parents and children alike.

In my opinion, generally parents will always go the extra mile to provide for their kids at Christmas time. With relation to our brands, we’re delighted with the demand we’ve experienced for the Pat SDS range to date. We’re hoping Pat will deliver fantastic Christmas sales.”

Claire Shaw, Director of Consumer Products, Classic Media

“The first half of the year has been very successful for us. It’s a great position to be in to have two of the best performing boys brands in our portfolio, that continue to perform well even in these times of economic uncertainty.

Consumers are increasingly price conscious, but crucially parents are still spending money on their kids, so the impact hasn’t been as pronounced as it

could have been. We have seen preference for pocket money items over more expensive products.

The main challenges within the toy licensing sector will be convincing retailers to have enough confidence to buy in enough stock to cover Q4. The industry also has to protect prices and offer value without devaluing the category in the long-term. The development of innovative product should enable the industry to sell more toys at the usual price without the need for heavy discounting or BOGOFs. Although there is some concern in the industry that retailers will start Christmas sales too early, we’re feeling positive about the Christmas period.”

Graham Saltmarsh, Licensing Director UK, Nordic, Israel and Benelux, Turner CN Enterprises

“We have had an amazing year so far, with all of our properties performing extremely well. The only question is would these brands have done even better outside of a recession, but that’s very difficult to quantify.

The licensing industry is perhaps not the best economic barometer as so much is dependant on the success of individual brands and ours are all doing very well. In regard to TWF and Gogo’s, the core products are so affordable that these brands may even

have benefited from the recession, because parents and kids are going for these instead of more expensive items.

The retail environment is very mixed; on the one hand you have many retailers who are battening down the hatches and only looking at established brands that they know will sell. Yet there is a lot of slack in the toy market at present – particularly after the demise of Woolworths – so other retailers are seeing the recession as an opportunity to grow and are looking

around for the really cool new brands as a way of diversifying and attracting more footfall.

Price points will be a big challenge going forward. Costs have gone up in China, with many factories re-quoting upwards, which will obviously have a knock-on effect at retail. I think that the likes of Gogo’s and TWF are going to out-sell the big, expensive toys as everybody will be looking for the really hot, more affordable items.”

Rob Corney, MD, Bulldog Licensing

“RDF Rights is relatively new to the toy sector and many of our properties are launching later this year, so we are engaging with retailers at a very interesting time.

The recession has hit every business in slightly different ways. For us, as the new entrants, we are discovering the market in the wake of Woolworths, but it feels encouraging so far and the retail environment feels cautiously optimistic.

There is an overwhelming sense of positivity, with lots of retailers keen on securing Woolworths’ share of the market and behaving like the new market leaders. But there is also a lot of rationalisation with fewer ranges being supported.

I think one of the main challenges in the toy sector is to be realistic as to what you can successfully achieve and listening to the market. Avoiding ‘typical’ behaviour and lines and developing product at the right price point for now.

I believe 2009 will be a great Christmas for those who have responded to the market. As a parent, I can confidently say the kids won’t miss out this year – I will be taking less chances, choosing things that I know that they love and I’ll be shopping for the best price.”

Maria Sze, Brand Director, RDF Rights

through with a lot of the independents taking a chunk of the business – Toymaster being a key retailer in this category.

The majors – especially the grocers Tesco, Sainsbury’s and Asda – are investing much more time and are making space for toys, while Argos is definitely increasing its volumes as a result of the changes in the toy-selling environment and I think that there will be more to come.

Risk assessment, margins, exchange rates and retail distribution are being felt by everyone – be it through having to negotiate different payment structures for minimum guarantees and advances or managing expectations more effectively, taking time to speak to retailers to find out exactly what they want on shelf.”

Rebecca Burton, Toy & Gifts Category Manager, CPLG

AUGUST 2009

New S ep ptember September Launch La aunch

MODELLED ON IMAGINATION, HAND PAINTED BY ARTISTS

Sch Schleich hleich UK L Ltd td Courtyard 4 Stansted Stanst t ed C ourtyard P arssonage R oad Parsonage Road T aake eley Takeley Bish hop’s Stortford Stortford Bishop’s Her tfordshire, CM22 6PU Hertfordshire,

T elep e phone: Telephone: 01279 9 870000 Email l: Email: schlei ich@schleich-s.co.uk schleich@schleich-s.co.uk W ebssite: Website: w ww.schleich-s . .com www.schleich-s.com

RETAIL FOCUS THE NEW WOOLIES

www.toynewsmag.com

23

Woolies wide web Following the collapse of the iconic retailer in December 2008, Shop Direct bought the brand and has now relaunched Woolworths as an online retailer. Katie Roberts spoke to the team to find out more…

THE PROBLEMS experienced by a struggling Woolworths in its last months of trading may leave some wondering why any firm would choose to revive the brand.

The demise of the retail giant left a gap in the High Street that has since reportedly been filled, in the toy market at least, by independents and supermarkets. But Shop Direct believes there is room still in the industry for a comeback.

Matthew Jacques, head of brand for Woolworths.co.uk explains: “The Woolworths brand engenders huge affection amongst the British public and we believe the brand can be reinvented online. Reviving brands is what Shop Direct does.”

While much of the product offering on the new site is similar to that which we would have found in a Woolworths shop, the business plan has been vastly updated.

Firstly the retailer will remain entirely online, where statistics show consumers are spending more and more time shopping.

Jacques continues: “Being online only also allows us to offer a wider range of products, for example, half a million entertainment lines, bulkier items such as outdoor trampolines that you could not stock in store.”

Secondly, the firm says it is focusing on being a source of fun, playful ideas for a family audience.

Products stocked will include toys, games, DVDs, anything for a party and children’s clothing, including the evergreen Ladybird brand.

Ad agency The Brooklyn Brothers worked alongside Shop Direct right from the purchase of the brand to develop the branding, tone, logo and all communications.

Glue later teamed up with The Brooklyn Brothers to communicate with around one million consumers using the blog, twitter, blogger outreach and Facebook fan pages to find out what they wanted from the new Woolworths.

Jacques enthuses: “Since February, we have received over 500,000 visits AUGUST 2009

to the Woolworths blog. We also have 5,283 Facebook friends and 2,352 Twitter friends. Judging by this phenomenal interest in the brand relaunch, we are expecting a high volume of visits.”

the breadth of product that we will offer for sale, it is difficult to identify one single competitor.”

The toy offering on Woolworths.co.uk covers all main sectors. Andrea Gornall, senior toy

We’ll have a massive range with over 3,000 different products planned for the autumn/winter period, ranging from Crayola crayons at £1.30 up to a £3,000 play centre, with next day delivery on most lines.

Andrea Gornall, Senior Toy Buyer Early figures show that one million people logged on in the website’s first week of trading and so far, it seems that this audience is made up mostly of families.

Jacques says: “We’ve identified that families with kids under ten are three times as likely as the rest of the population to shop at our new webstore. It doesn’t have to be the perfect 2.4 variety either, in fact we see family as those people who you spend more time with than apart.”

Shop Direct believes that the audience and the product offering mark out a unique position in the market. Jacques again: “Because of

buyer comments “We’ll have a massive range with over 3,000 different products planned for the autumn/winter period, ranging from Crayola crayons at £1.30 up to a £3,000 wooden play centre, with next day delivery on most lines.”

The portfolio will include all the leading licences and brands. The toy team are hoping to keep the offering fresh and competitive. Gornall continues: “We’re constantly monitoring our prices against our

competitors and we aim to give our customers the best possible service available.

“As we develop our offer, we will look to develop further exciting opportunities for exclusive product.”

The team will continue to market the brand with a range of innovative strategies aimed at both the child and parent audience. Woolworths.co.uk has partnered with Digital Cinemas to provide free Movies for Famlies every Saturday morning.

Families simply register as a Very Important Family on the site to be eligible for the promotion. A 60second Woolworths.co.uk film, Training Day, will be shown in the ‘gold spot’ before each screening – an unashamedly bright and optimistic ad featuring all the Woolies products in training to come back and play. The film is intended to capture the excitement and anticipation for both an adult and child audience.

Alongside this, The Brooklyn Brothers created a film for the site that can be personalised and allows the Very Important Families to invite more families to join the club.

Glue is also now running the Woolies HQ on the main site, giving insight into what the retailer is up to, the latest promotions, activities and a forum for opinions and views.

Vizeum booked all media and will continue to work with The Brooklyn Brothers to plan activity going forward. Golden Goose PR and Brunswick are looking after the consumer and corporate PR for Woolworths.co.uk respectively.

24

MEGA BRANDS SUPPLIER PROFILE

Battle ready Mega Brands has had a tough time in recent years and recall nightmares have contributed to the firm’s current heavy level of debt. But with some canny licensing deals and huge optimism in Battle Strikers, the firm is confident it can come off the ropes still fighting. Ronnie Dungan spoke to the firm’s CEO Marc Bertrand about its ongoing battle…

WITH MORE than $350m of debt, plant closures, lay offs and generally the kind of negative financial headlines most firms could do without, you could be forgiven for expecting Mega Brands to feel a little beleaguered at the moment.

But with Thomas and Friends construction items arriving next summer, a deal for toys based on Microsoft Halo video games and, more immediately, the launch of Battle Strikers, there’s more than a little cause for optimism and there’s certainly no discernible trace of despondency from the firm.

But, CEO Marc Bertrand is by no means dismissive of the task that confronts the firm in finding its way back to profitability: “There is a lot of debt, due to the acquisition of RoseArt and the recall costs involved with that,” he explains.

“But we have the liquidity we need and we’re focusing on building the business. The first half of this year was about working down the inventory at retail and focusing on what we’re launching.

“We have good pre-school lines in Yo Gabba Gabba, In The Night Garden and Nickelodeon licences. We take on Thomas and Friends construction toys in January 2010, launching in July 2010, so we’re pretty excited about that.”

New investment from Canadian capital specialist Fairfax has given the firm some breathing space, but there’s no doubt that there is a lot riding on its key lines. It has a solid line-up of boys brands and it needs a performance from all of them.

“We’re very boys focused with our line-up,” adds Bertrand. “We have Streetz, which we are backing with TV and Halo Wars, which has a good placement worldwide. We have Iron Man 2 next year, construction ranges for that. We’ve got some good product development.”

But it’s Battle Strikers that is giving the firm reason to believe at the moment. Just launched in the UK,

the firm is putting real weight behind the brand and it has already topped Hamleys’ Christmas Top Ten list.

Battle Strikers is creating a lot of excitement. “We have the Battle

“It’s the most extensive marketing campaign we have ever run.”

The range launched here at the end of July, kicking off with a TV campaign, including sponsorship of

Kids are really engaging with Battle Strikers and the sales velocity is very strong. I’ve been involved in lots of launches and this is as good as it gets. We have 100 per cent distribution and are very confident.

Dave Martin, UK managing director Strikers Turbo taking place in the US with ten vans touring 22 cities organising demos and tournaments to generate local PR.

Cartoon Network. The UK will also have its own version of the Battle Strikers Turbo Tour and it will be back on TV later in the year too.

“We’ve seen what has been going on with it in the US and we’ve done some trials with it here too,” says UK managing director Dave Martin.

“Kids are really engaging with it and the sales velocity is very strong. I’ve been involved in lots of launches and this is as good as it gets. We’ve got 100 per cent distribution and we’re very confident.

“Everyone is on board and it’s a fantastic opportunity for the trade.

Everyone who has seen it has been impressed. It’s just about getting boys interested in concepts. When you engage with them in the right way they get into the collectability of it.”

Much is riding on the magnetic battling tops game, but the firm still has the cash to back it heavily here and in the US. Having (fingers crossed) seen off its recall nightmare, a good performance from its leading lights could finally put the firm back on track.

AUGUST 2009

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THE BEST-SELLING TEN SECOND MEMORY GAME

The Green Board Game Co., Manufacturers of fun, learning games T: +44 (0) 01494 538999 W: www.greenboardgames.com E: carol@greenboardgames.com

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SECTOR GUIDE GREEN PRODUCTS

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Everything’s gone green Environmental issues are at the forefront of many consumers’ minds and in turn, a growing number of toy companies are introducing ‘green’ products, using recycled materials, minimal, recyclable packaging and ecofriendly power sources. ToyNews brings you the latest products to hit this sector…

RE:CREATION Made from Sprigwood, a child-safe, biocomposite material derived from recycled wood and reclaimed plastic, the Sprig Adventure Series harnesses the natural energy of push-and-pump-action play to power lights and other electronics – all without batteries.

Adventure Guide characters wearing LED-lit hats plug into durable, attractively designed vehicles and engage preschoolers with audio tours.

The rugged, kidpowered and totally green adventure vehicles are the first products from Sprig Toys, a new, environmentally responsible toy company founded by industry veterans.

The Sprig Adventure Series is built around The Discover Rig – a sturdy, battery free vehicle with a removable push bar. The Discover Rig is powered by preschoolers’ natural kinetic energy.

When a child rolls the toy forward, it triggers the generator that powers both the vehicle lights and plug-in characters, taking the child on a self-powered ‘safari of the imagination’.

0118 973 6222 Standing nearly a foot high and wide without the push bar, the Discover Rig includes adventure guide Cap Faraday who tells a Secret Safari tale from the driver’s seat. The Discover Rig is priced at £39.99 and recommended for ages three and up.

The Sidekick line of smaller, pumpaction powered vehicles, includes the Rally Racer car and the Baja Scout dune buggy.

Instead of pushing these vehicles, the pre-schooler pumps them to ignite the Adventure Guide headlamps. Each Sidekick will retail for around £19.99 and is sold with a different Adventure Guide. Two guides can plug into the Sidekick seats, while the larger Discover Rig can hold up to three.

With each chunky, quirky guide comes a different audio tale of exploration and adventure, told when the guide is “driving” the Discover Rig. Adventure Guides will be sold separately for around £9.99 each.

No decorative paint is used for the products and all packaging is minimal and eco-friendly.

GREEN BOARD GAMES 01494 538999

Green Board Games has recently added World Religions and Sports to the collection of subjects available in its range.

Snap packs are now produced using an FSC supplier, have an FSC logo printed on the box and are printed in the UK. To play Snap it’s as simple as matching equivalents, ie ‘24’ would snap with ‘12x2’ or ‘6x4’ or ‘8x3’. To play pairs place all the cards face down and take turns in turning over two cards, remembering what you have seen. Keep cards once matched and the player with the most pairs at the end wins.

Presented in a tiered point of sale unit with a suggested retail price of £4 per pack.

DKL

GREAT GIZMOS 01293 543221

The Kidz Labs Green Science kits from Great Gizmos help kids understand the science behind the world, opening the door to greener living. The Green Science Weather Station kit allows kids to keep track of weather changes, learn about weather and carry out experiments on the greenhouse effect.

Once they have finished they can recycle the bottle and make a mini greenhouse.

Children can also experience how water is filtered with the Green Science Clean Water Science kit. The system demonstrates the scientific way of extracting salt from seawater. All they need is a water glass and they can create their own desalination plant.

The Green Science Windmill Generator kit explains renewable energy. Watch the LED glow as it is powered by energy from wind – with no batteries required.

Eight kits are included: Potato Clock, Enviro Battery, Soda Can Robug, Dynamo Torch and Spinning Generator.

01604 678780 The Eco house, suitable for children aged 36 months and over aims to illustrate through role-play, how our daily lives impact on the environment, and what simple energy-saving measures can be taken. The house’s renewable energy features include a wind turbine and solar panel on the roof, rubbish recycling bins, a bicycle instead of a car, and a water butt to collect rain. The house itself is made of wood from a replenishable source, and comes complete with contemporary furniture and figures.

Also in this range is the Penguin Rescue game, a board game that aims to raise awareness of global warming. Up to four players can play, each with the task of rescuing a family of penguins stranded on icebergs that have melted away from the mainland. The player to get all their penguins back safely on to the shore first is the winner.

Also The Recyling Memo Game is another board game that gives children an insight into recycling and how rubbish can be sorted into categories including glass, paper, metal and organic.

Wonderworld has always been committed to enforcing environmental

measures throughout the production of its quality wooden toys. 2009 marks even more commitment from this eco toy company with their participation in a tree replanting scheme.

For years, Wonderworld has manufactured its wooden toys from rubber trees that are at least 25 years old and are no longer used for latex production. In addition, they always use 70 per cent recycled paper to package their finished products. Wonderworld has always been conscious that as well as using wood in the most efficient and environmentally friendly way, that reforestation of trees is of equal importance to maintain a healthy ecosystem by reducing CO2 emissions.

That is why, this year Wonderworld is involved in the tree replanting scheme called ‘Tree Plus+’.

Working with a non-profit organisation, The Rabbit in the Moon Foundation, and the Royal Thai Government, the ‘Tree Plus+’ scheme basically means that for every one tree used for toy production and packaging, the farmer will replant one tree, and Wonderworld will replant an additional tree.

AUGUST 2009

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SECTOR GUIDE GREEN PRODUCTS

CREATIVITY INTERNATIONAL 01384 485 550

Still, after three years on the market, IGlu is the only glue marketed as being completely eco-friendly. Creativity International’s sticky green glue is also nut and gluten-free, which makes it safe, economical and ideal for all children’s creative play activities.

I-Glu celebrated its third birthday this year and is still popular in schools with the sponge top hang-pack retailing at around £2.99.

ASOBI

Established just seven months ago by entrepreneur Thierry Bourret, Asobi now offers 12 brands covering nine areas – activity, craft, dolls, games, jigsaws, nature, plush, science and wood.

In stock already are four lines, three in activity and one in jigsaws – Kidsonroof, Happymais, Calafant and GeoPuzzles. Kidsonroof products recently featured in Time magazine, they are made from recycled cardboard featuring eclectic designs. These can be used to create imaginative 3D models.

Calafant products also feature cardboard engineering, so that children can colour in their models.

Happymais is an activity toy made from Mater Bi, a natural GM-free corn starch material that is 100 per cent biodegradable and compostable. Just moisten and it sticks together. It comes in a variety of shapes and colours, created with non-toxic food colouring.

The Geopuzzle range has five jigsaws,

AUGUST 2009

HALSALL

01253 778888

Internationally recognised as one of the world’s leading science centres, the fully endorsed Science Museum range from Halsall is designed to encourage youngsters to investigate the scientific and natural world around them.

New for 2009, Halsall is introducing a new eco-friendly range of green toys to teach curious minds about environmental issues and provide ways to get involved, which have been developed in line with key stages 1 and 2 of the National Curriculum.

With environmental issues and energy saving activities a serious topic for many young people, the Solar Eco-

House and Solar Powered Speed Boat are both easy-to-build sets that are powered by the solar energy of natural sunlight or batteries when the toys are used indoors.

Junior scientists can see the house come to life with an LED sign display, a door sound and a windmill whilst the speed-boat can run both backwards and forwards on water, providing a truly enlightening lesson for children in solar energy.

A Paper Recycling Kit teaches all about recycling paper and contains all the accessories necessary to create recycled paper at home.

WOW TOYS 020 7471 0980

Wow’s range of pre-school toys are powered by children’s energy and imagination, without the need for environmentally unfriendly batteries.

When battery powered toys run down and need replacing, Wow’s will keep on working.

100 per cent of all Wow’s packaging is totally recyclable. The firm’s motto to recycle and re-use its toys means it promotes the fact that they can be handed down to future generations with confidence. Each toy is built to last with high grade materials and rigorous quality control checks in place to ensure their safety and durability. Award winning Wow’s range of toys guarantees hours of lasting play and discovery with a zero carbon footprint.

01628 200077

each making a continent. The unique feature is that every piece represents a country within the continent.

From September Asobi will be shipping its second wave of product, the organic plush line I Love My Planet, Bioviva table top games made in France, Animache paint activity kits (also made in France) and Eugea from Italy, a range of seed gardens.

These are followed in October by The Little Humbugs, soft dolls which come with, and live in, soft seed pods. The ImagiPLAY brand is a range of wooden pre-school toys and is one of the premier eco-friendly brands in North America. The GG Kids line is also made from wood and emanates from Japan.

This range offers designs including a wooden colour magnetic drawing toy.

Lastly, Science Time is a range of eco Friendly science kits. The simple to build kits enable children to bring the toy to life by activating the solar battery.

MARBEL Thailand-based Plan Creations is a manufacturer of recycled wooden toys.

PlanToys are made from rubberwood trees that are too old to produce latex.

Prior to this, these trees were cut, burned and discarded. Now the wood is re-used to create wooden toys. Child specialists regard PlanToys as educational tools and the products have won awards from the UK, Europe, US, Japan and Thailand.

All PlanToys begin with clean, natural rubberwood. Three years before the wood is used, no fertiliser is added so that the wood stays chemical free. To stabilise the wood, a chemical free kiln drying process is used.

The company uses proprietary nonformaldehyde glue instead of wood glue. This glue is E-Zero and therefore contains no Formaldehyde emission.

01208 873123 PlanToys also uses non-toxic, waterbased dyes to add accent colors to products. This color contains no heavy metal elements such as lead, mercury, etc. On printed materials, the company uses soy ink & water-based ink. It decomposes faster than regular chemical inks and can be recycled more efficiently.

PlanToys integrates alternative energy in its manufacturing process, e.g solar cell and biomass or wood scrap which can be used to generate energy for machinery that kiln- dry the wood and the paint.

PlanToys’ mission is to restore balance in the natural world, help reduce global warming, and instill a love for nature and the environment into people’s mind through reforestation programmes.

SECTOR GUIDE GREEN PRODUCTS

www.toynewsmag.com

GIBSONS 020 8661 8866

Gibsons has launched My World, a range of educational puzzles. Created with child psychologist, Dr Amanda Gummer, the jigsaws link to Early Learning Goals and National Curriculum. The puzzles are made on recycled board in Britain, so have a small carbon footprint.

The range consists of eight puzzles with farmyard and jungle animals and nursery rhymes themes. Each box features a slot in the lid allowing children to post pieces back into it.

Gibsons traditional wooden games are made from reforested hardwoods.

There are four mini Eclipse games – Solitaire, Shut the Box, Tiddlywinks and Chinese Chequers. Each game acts as storage for pieces.

Gibsons puzzle board is also made from 100 per cent recycled materials, and all of its jigsaws are made in the UK or Europe.

IMAGINATION GAMES Imagination’s Planet Earth DVD Game won the best licensed interactive range at the 2008 licensing awards.

Attracting exceptionally high ratings, the Planet Earth TV series averaged between seven and nine million viewers for each transmission on BBC1 in 2007.

To date, over 500,000 copies of the Planet Earth DVD and almost a quarter of a million books relating to the series have sold in the UK. The DVD game was the first title from Imagination released under the deal with BBC Worldwide. Encouraging play and learning, the Planet Earth DVD Game features inspiring categories including: pole-to-pole, fresh water/ice worlds, shallow

CRAZEE THINGZ

Crazee Thingz has now created what is claims to be the most environmentallyfriendly toy in the world.

The international best-selling Bedlam Cube has been redesigned for 2009 to be the flagship toy of the Crazee Thingz range – Crazee Carbon Cube claims the title of greenest toy in the world.

MD Danny Bamping says: “Amid the economic gloom, we believe our switch to making our products from China to the UK combined with cutting back on transport miles, and using recyclables gives us the right to boast that we've created the world's most ecofriendly toy.”

This educational puzzle is made from 100 per cent recycled material and is made in Britain with a tiny travel footprint and has no packaging.

0845 230 2329 The Crazee Carbon Cube will be made yards away from the firm’s HQ in Plymouth and will be only available on websites and not be sold in shops. The company is also planning to offer retailers a direct drop shipping service so the product goes out directly to the end consumer.

Bamping comments: “Because we supply tens of thousands of customers directly through our existing ecommerce set up, we felt the best way to allow other retailers to stock the Crazee Carbon Cube was to allow them to sell the product on their websites without the need for them having to stock it, pack it and ship it. We don’t have to send it to them and the product then only makes one journey and that’s direct to the customer.”

He continued: “Our soaring export sales as Crazee Thingz led to us simplifying production under one brand. Since we announced the change to Crazee Cube at the beginning of December the demand for the last of the old bedlam cube range at retailers and on our website has been tremendous – second-hand items have doubled in price on eBay.”

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INTERPLAY 01628 488944

Each of Interplay’s projects and kits either contains eco friendly materials or is packaged in an ecological way.

Technokits are a fine example. These projects include wood sourced from FSC (Forest Stewardship Council) certified renewable sources, in factories which are part of a timber chain of custody.

All the literature, retail boxes and cartons used also incorporate the maximum possible content of recycled fibre and are printed using non-toxic ink, with glues and varnishes that facilitate easy recycling, without polluting.

Most of the range is produced at a Taiwan factory whose electricity supply is generated almost entirely by wind turbines, and shipping is arranged, where possible, in high cube containers, which minimize product road miles.

Finally the regular reassessment of ethical issues with senior managers constantly reviewing procedures, plus consultation with specialist naturalists have been implemented to consider the eco issue.

01483 206955 seas/ocean deep, deserts/great plains, seasonal forests/jungles and caves/mountains.

Imagination’s UK commercial director, Steve Reece, says: "By joining forces with BBC Worldwide for Planet Earth, we can help raise awareness about life on our planet while also delivering the latest game play experience to consumers, with a brand that is proven to sell."

“The fact the product includes recycled materials and utilises sustainable products in its production clearly shows the impact the TV series had on the production team as they wanted to produce a game that will not only help educationally but also environmentally.”

Anna Hewitt, head of licensing for BBC Worldwide, adds: “Planet Earth is our leading natural history property.

The game developed by Imagination looks good, and we anticipate a successful partnership."

The Planet Earth DVD Game is available now at UK-wide retailers for £19.99. This is a reduction on last year’s price as Imagination continues to offer its retail partners value for money in 2009 with reduced pricing. It is suitable for two to four players aged eight and above.

JOHN CRANE When buying toys, parents are becoming more discerning, with buyers wanting less packaging and a desire to ensure everything is recyclable. At John Crane this trend has not gone unnoticed and great care is taken when choosing toys for its collection.

The Pintoy range of toys and furniture are all made from Thai rubber wood grown in replenishable forests and to prove its eco-friendliness holds a coveted Thai Green Label.

Take the new Pick Up Trike, just right for a spot of al fresco play. Designed

01604 774949 with red, blue and natural rubber wood, the toy sets a new benchmark in first wooden trikes. The rubber tyres ensure a firm grip on any surface so a safe ride is guaranteed.

Then, there’s the equally eco-friendly Cargo Truck. The front scoop is big enough to hold a variety of books and toys, and the truck’s stocky design means it’s a stable ride for even the most inexperienced of riders. The use of chunky replenishable rubber wood makes for robust ride-ons that can be handed down through generations.

AUGUST 2009

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SECTOR GUIDE GREEN PRODUCTS

CRAFTY KIDS

Crafty Kids’ Knight Puppet kit was recently shortlisted in The Gift of The Year 2009 awards. A further two kits were also shortlisted last year in the same category and the dinosaur kit was highly commended in the Eco friendly section and shortlisted in the under £10 category.

Sally Preisig runs Crafty Kids single-handedly with the help of distribution company Bartholomews’ Specialist Distribution of Chichester.

At Autumn Fair & Top Drawer, the firm will be launching three new puppet kits – Santa, Clown and Witch and the first three designs in the new range of Craft Kits – Messenger Birds, Mouse Desk Tidies and Wheelie Alien Desk Tidies.

For John Lewis, the firm will

RICHARD EDWARD 0208 311 8888

GreenCards are cards created using original illustrations and the first cards to be made from 100 per cent sustainable and recycled materials.

Shortlisted for the 2009 Gift of the Year Awards, the playing cards feature unique court card characters. From the aristocratic chic of the Queen to the charm of the Jack, the cards are leading a card games renaissance that doesn’t cost the earth.

Supported by consumer PR campaigns and trade marketing, GreenCards are selling in store in the UK and across Europe.

Green Cards are made by a company called RedWood Cards, the retail arm of Richard Edward.

The company has been an innovator in integrated games card manufacturing for over 30 years and produces card-based products for toy and games brands such as Winning Moves, DeAgostini and Hasbro.

AUGUST 2009

01329 661161

exclusively release two puppet kits Pirate and Princess and a Money Monsters Craft Kit. Making the portfolio up to 30 puppet kits and four craft kits.

As usual, all kits will include full instructions, all constituent parts, paints, glue, a good quality brush and special tags for threading the puppets.

The puppet kits will stay in the cylindrical spotted tubs but the craft kits will be in spotted rectangular boxes.

All cardboard kit parts and packaging are made from postconsumer recycled waste paper and can be recycled again once finished with. All kits are EN71 passed and ideally aimed at children of four and over, Henry VIII & Anne Boleyn ideal for those of eight years and over.

BEST YEARS

KRIYA 01702 449 635

ORCHARD TOYS 01953 859525

Kriya’s recycled range consists of 95 per cent recycled plastic toys and 95 per cent recycled paper for the packaging.

The range consists of 20 SKUs, ten aimed at boys and ten aimed at girls all at competitive prices.

The recycled range is no more expensive than the average plastic toy range. The range has no brand name, it simply states that it is recycled.

01327 262189

Since its foundation, Orchard Toys has maintained its manufacturing base in the UK. Simon Newbery, managing director says: “Some people may be surprised to learn that we have built this reputation based on the use of recycled materials.“ The board used for games, puzzles and product packaging is 100 per cent recycled. The paper used for covers is sourced from sustainable forests and coated with a water-based varnish.

Assembly, warehousing, order picking and dispatch are carried out from the company’s Norfolk base, where all cardboard and paper waste are recycled by a local business.

The company has designed and manufactured such products as What’s Rubbish and the Flower Pot Game, two examples of its commitment to help children learn about recycling, composting and green issues.

Although well-known for durability, even the life of an Orchard Toys’ product has to come to an end some day, and when that day comes, 95 per cent, and in some cases 100 per cent of that product can go straight into the compost or recycle bin.

HABA 0161 304 9555 Best Years’ Rag Dolls have this year been short listed for gift of the Year Award. The dolls are handmade in South Africa by a workers’ co-operative which provides support and employment for workers who may otherwise struggle due to health or social issues. The materials are sourced locally and where possible are also organic. The doll is then individually signed by the lady who has made it The dolls are shot through with gold thread, wear removable clothes and will arrive in autumn.

As part of the firm’s continuing commitment to ethically sourced toys at accessible prices it is also introducing new handmade knitted and crochet toys.

Handmade and individually signed, the knitted toys are sourced from a Kenyan women’s co-operative which both provides employment to local women and also sources the materials for the products locally, which boosts the local farming economy The brighter crochet toys come from Bangladesh and are also made by a workers co-operative A recent survey found that 62 per cent of consumers are still as influenced by green and moral issues as they were last year and Mintel has predicted that sales of green products will grow by 19 per cent this year.

However, there is no doubt that many consumers can be put off by the higher prices often associated with organic products.

Haba’s wooden toys are produced in Germany using wood from sustainable forestry. Like the Ball Track Set, many of Haba’s toys are enhanced only by their design and shapes, allowing the natural wood to shine through. For those wooden toys which are coloured, the firm only uses water-based, ecological, solvent-free lacquers, meaning all toys are safe if put in the mouth.

The Ball Track set, ideal for children from three to ten years, consists of 42 beechwood pieces, including ramps, square and rectangular blocks and columns, plus marbles and a little bell.

Children can create a ball run of their own design and watch as the marbles race to the bottom. Numerous Ball Track Set accessories are available including a metal Whirlwind Funnel, a Skyscraper and Basketball Hoop and many more.

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SECTOR GUIDE CONSTRUCTION

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Snap decisions Trends come and go, but true innovation in the construction category is still something of a rarity. Familiar play patterns rule, and it’s the hardy perennials such as Lego, Meccano, Mega Bloks and good old fashioned bricks and blocks which continue to lead the way. ToyNews looks at what’s coming up…

MECCANO

Vivid colours, flexible metal and remote controls bring life to construction in Meccano’s Design and Tuning ranges.

Each set builds realistic models with a contemporary design that incorporates the latest in technology.

New for autumn/winter 2009 is the Design RC Concept Car, which contains 268 parts to build three different, metallic blue racing cars. It will be the first radio controlled car to hit the range and retails at around £39.99.

01844 278888

Meccano’s Tuning RC Carbon Style Car, with three different remote controlled vehicles to build, is also due for release this autumn/winter. Kids can choose their favourite music style – rock or hip hop – to play and will hear the sounds effects of screeching tyres and a roaring engine. The car features neon lighting under the frame and flashing headlights as well as flaming stickers, back fin, chromed looking parts and chrome rims, retailing at around £44.99.

Just out is the Tuning RC Red Hot Racer, an RC vehicle with two different RC models to build – a racing car and a roadster. The kit includes many tuning accessories such as stickers, back fin and chrome rims.

Finally, the recently launched Tuning RC Sound System Blue Car set allows children to connect their MP3 player, turn on the lights and take control of the car.

There are three RC vehicles to build and high quality speakers for kids to hear

LEGO This year the company celebrates the tenth anniversary of Lego Star Wars with a collection of iconic sets with distinctive packaging and branding.

With the Star Wars: Clone Wars animated series currently running on Cartoon Network, a second DVD due for release in autumn and a new videogame scheduled for later in the year, the brand continues to develop, attracting new fans and appealing to the existing consumer base with new sets, vehicles and mini figures.

As one of the key brand and category drivers, Lego City offers boys aged fiveplus and their parents’ classic themes and easily-recognised models. Offering a high level of realism and multiple details, the new Construction, Farm and Traffic themes for this year introduce children to a realistic role play experience. Expanding the City play themes for the second half, Lego introduces the action-packed Lego City Garage and Road Rescue Helicopter Transporter.

The aspirational Lego Technic brand is currently experiencing strong growth, up 34 per cent for the year to date.

Stand-alone models offering a challenging build, authenticity and functionality, the Lego Technic range has been enhanced with the

their MP3 choice or built-in rock or hip hop music. The RC Sound System Blue Car retails at £59.99.

Sue Barratt, country manager for Meccano Toys comments: “Meccano’s Tuning and Design collections go from strength to strength, with the introduction of new technologies, colours and modern designs, which add a twist to the construction. The ranges are also carefully priced to offer exceptional value to the consumer and retailer too.”

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introduction of the Bulldozer, Tractor, Go-Cart, Rally Truck, Hauler and Quad Bike. With the addition of the challenging new Front Loader model for autumn/winter, these premium product lines each have instructions for

secondary models in the pack and can be powered by a range of functions, which include gears, cross-axles, motor, battery box and cable.

Having launching into the UK in January, Lego Power Miners is a new IP

from the company that has been created to combine fantasy role-play with the enjoyment and challenge of Lego building. Exploring the story of an underground battle between the crystal-gobbling Rock Monsters and heroic Power Miner characters, each of the vehicle sets is packed with action features including the opportunity to create different models within the larger sets to expand on the build experience. Key for second half is the new Titanium Command Rig which is able to transform from a vertical drilling platform into a powerful escape vehicle.

Delivering a constantly solid performance, Lego Racers stands at 45 per cent ahead for the year-to-date.

Building on the launch earlier in the year of the fold-out race track concept, the new Street Extreme set is a deluxe model featuring two fold-out race tracks and six Tiny Turbos racers and a helicopter.

Lego Indiana Jones showcases a range of action-packed play sets in 2009 depicting iconic scenes taken from the three classic original movies and including sets based on more recent film: The Kingdom of The Crystal Skull. The Temple of Doom play-set, recreates the famous mining cart chase from the movie of the same name.

AUGUST 2009

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SECTOR GUIDE CONSTRUCTION

SAMBRO

0161 707 5555

TREASURE TROVE

Sambro International has teamed up with trusted tool brand Stanley to create a range of construction toys.

Aimed at boys aged eight and over, the range includes a wide selection of Stanley Construct and Play sets. All sets contain over 50 separate pieces along with a spanner and a screwdriver so children are able to create a variety of vehicles.

The collection includes a racing car, aeroplane, scooter, fork lift truck,

GREAT GIZMOS

Formula One racing car, bulldozer, go kart and more. In total there are 20 individual Stanley Construct and Play sets in the range.

In addition, there are also two fivepiece play-sets available – the Stanley Aircraft 5 Pack comes with separate pieces to make five different planes including a Spitfire and a Jet. The Bike set includes five different bike designs including a rickshaw and a scooter.

Treasure Trove is handling the relaunch of Plastwood’s Supermag magnetic range, which has been redesigned as the new Tryron line.

The new product is totally safe, making the product suitable for children aged three-plus. Its unique shape challenges the model builder to create multiple geometric designs as well as models of things with which we are more familiar.

There are 11 sets in total over three main retail price points, £14.99, £24.99 and £29.99. There are four different

AUGUST 2009

themes, Blue (Boys), Pink (girls), Green (generic) and Glow in the Dark. Treasure Trove is supporting the brand in 2009 with point of sale material, and PR. The launch promotion gives the retailer a ten per cent discount for an order placed before the end of August, for delivery before the end of September. Included in the promotion is a free Tryron model display, worth £100 and consumer cross-sell leaflets. The promotion is a limited opportunity for the first 100 retailers who become authorised stockists for the brand.

01293 543221

WOW TOYS

Great Gizmos’ Zoob modelling system enables children to build and create a multitude of imaginative people, creatures and objects.

Zoob’s pieces snap, click and pop together in 20 different ways to form joints that rotate, limbs that extend and axles that spin for unlimited, openended building.

With a variety of kits available with the smallest containing 15 Zoob pieces and the largest with 500 pieces, Zoob is ideal for kids to collect and grow as their enthusiasm for building develops.

01285 62039

Each kit comes with a variety of creation ideas and instructions. There are also themed sets such as ZoobDudes including a Fireman Adventure Hero, Rock Climber Adventure Hero and Rescue Ranger Adventure Hero. These kits are available to retail as a 12-piece assortment (four of each figure).

Alternatively, the ZoobMobile Racer and ZoobMobile Car Designer are kits for auto enthusiasts with everything they need to create high performance cars and trucks of their own design.

Mix ‘n Fix Mike, new this September is a friction powered cement truck with an automatic revolving mixer. The friction motor rotates the inner cement drum, tossing and turning all the mix of cement ingredients with realistic mixing sounds.

The machine is operated by a removable construction driver figure and he comes with a detachable bollard that can be fixed to the back for easy storage.

Dudley Dump Truck, another friction powered truck, tips, drives and shakes. The eight-piece set includes three barrels, three traffic cones, a driver and a carry handle.

Dexter the Digger has an easy-to-use mechanical arm that digs and scoops

020 7471 0980 rattling boulders. The digger features a strong friction motor and front bulldozer, which make light work of any obstructions. It comes with a removable driver figure and three rattling boulders.

Lift-it Luke is a friction powered mini-digger with realistic engine sounds and an easy to use lifting front bucket that comes complete with a rattling boulder. Tip-it Toby, a minidump truck also has a powerful friction motor and a spring-loaded tipping front bucket.

The toys are all compatible and can be mixed and matched to build different worlds. They are also designed to work together and all the figures can be used in any toy.

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SECTOR GUIDE CONSTRUCTION

HALSALL

Halsall offers an extensive range of vehicles, role-play, wheeled and outdoor toys based on the construction brand JCB New for autumn/winter 2009, the motorised 1:16 scale JCB Fastrac, Skid Steer and Excavator each feature sound and light up effects, as well as a vibrating motion.

Also new, the JCB Low Loader Transporter Truck and Vehicles Set features light and sound effects and comes complete with 16-inch JCB Fastrac and Backhoe Loader vehicles.

On an even bigger scale, the chunky

SMOBY Smoby’s construction range features in-house brand Worko and its varied range of DIY products (generic work benches, tool sets, jigsaws etc.)

In addition, the company has been able to secure the Cars licence for 2009 and 2010 and is now offering some of the products under this property.

One of the leading lines is the big workbench which comes with a lot of tools and accessories and allows children to build, inspect and repair the famous Lightning McQueen car.

Other key products are the DIY Trolley and the Mack truck which both come with accessories.

The Mack truck features the re-production of the original Lightning McQueen garage. Several mechanical problems can be displayed on the garage screen, including 11 different sounds and lights.

AUGUST 2009

01253 775533

free-wheeling JCB dump truck and hard hat combines role-play and vehicle play in one toy.

An assortment of three robust, battery-operated JCB power tools with interchangeable power packs and goggles provides children with the choice of a drill with three drill heads, a jigsaw or a torch. Try Me functions across all of Halsall’s JCB battery operated construction and garden tools add extra on-shelf appeal and demonstration functionality.

A variety of JCB Tool Cases, Buddy Sets and Workbenches provide

everything aspiring DIY-ers need to get the job done from robust play tools, goggles and hard hat to walkie talkies and battery-operated power tools with rechargeable power packs. The JCB Workbench includes 74 accessories for realistic construction role-play and packs away neatly into a compact portable tool case for tidy away play.

The battery operated JCB Ride-On Digger allows JCB juniors to not only operate the control stick to jib up and down and move the bucket in and out, but also press down the accelerator to move it around.

01454 629672

SECTOR GUIDE CONSTRUCTION HALILIT

Interstar from Halilit is a coloured linking construction system that starts with tactile star shaped rings designed for small hands and moves on to components that enable slightly older children to create their own working scientific equipment.

Sets start with the Rings in a Tube, as a first construction toy, suitable from six months. The Master Builder set comes with smiley faces, linking pieces, axles and wheels and is aimed at the three-plus age group.

01254 872454

The Science Optics Creator kit, for ages five years and over, contains everything needed to build a working telescope, binoculars and a magnifying glass and includes a 24-page educational booklet.

Mini Edublocks are soft, flexible and colourful building blocks (the basic block measures approximately 6.5cm. x 6.5cm) with assorted shapes that are suitable from 12-months upwards.

Children can have fun building houses for the Mini EduAnimals or

INSPIRED GIFTS AND TOYS

Inspired Gifts and Toys is the UK distributor of Cobi, which claims to be the largest manufacturer of construction bricks in Central and Eastern Europe.

Cobi Construction Blocks are a range of building bricks covering Army (digures, Army terrain vehicles; ATV with cannon, tanks, helicopters, planes, patrol boats and a selection

39

stations for the Mini EduTrain, both of which are new additions to the range.

The Big Edublocks and Giant Blocks are both suitable for children from birth and upwards.

Baby Connects is an award-winning flexible connecting toy. For ages 12months and up.

The My Soft World Farm set comes with wood-like and coloured soft foam blocks, people, animals, tractor, trees and bushes. Also available as City and Castle sets, for ages from nine months.

07872 939228

of bases); Navy (naval bases, boats, planes and warships); Pirates (a collection of six ships and figures); Roman and Barbarians (catapults;chariots; rafts; battering rams; towers; warship; galley ship and figures); McLaren Mercedes (F1 cars and pit stops); Construction Vehicles (cranes; bulldozer; digger; road roller; drill and dumper; forklift;

backhoe; dumper and figures); Police (helicopters; planes; cars and SWAT team) and The Fire Brigade (fire engines and vehicles).

The blocks are similar to and fully compatible with the leading brick manufacturer. Also launching in 2009 will be Jeep’s historical Willys, a collection of six vehicles of the famous brand.

AUGUST 2009

40

SECTOR GUIDE CONSTRUCTION

KIDCRAFT

0208 457 2933

MATTEL KidKraft’s wooden Deluxe Garage Set includes many interactive features plus three levels of play giving children the choice as to where they want to place and build all the various components.

Garage features include a winding ramp that goes right from the top floor

JOHN CRANE 01604 774 949

to the ground level, a car wash with a moving scrubbing brush, a ticket booth, a petrol pump and even a moving elevator.

Moulded rubber bumpers keep cars from rolling off the sides and a gated entrance keeps out other vehicles.

HIPPYCHICK 01278 434 440 Hippychick’s Junior Tradesman kits allow children to create and build their very own bricks and mortar house, garage or castle.

Each kit comes with real clay bricks, special non-toxic cement mix and a no mess sheet, with a ground plan already outlined on it. The brick mortar mix can be dissolved with water so that each building can be built, broken down and re-built as many times as a child wants.

First House is the flagship product, suitable for six years plus alongside the Junior Tradesman Castle and Garage which can be enjoyed as a stand-alone garage or an add-on to First House.

PLAYMOBIL New from Branching Out by John Crane are Anicubes.

The beech wood pieces clip together and stay together until disassembled, ensuring any models can be carried around and displayed.

Brightly-coloured foam layers within each shape enable the piece to be linked and stay firmly in place.

There are three sets for children to collect, small, medium and large, enabling them to build bigger and better creations each time.

AUGUST 2009

The Playmobil Road Construction range is a carry-along product, that features workmen, road signs, cones and barriers. The roller door can be opened to allow vehicles in to load and unload their cargo too.

Also in the set is an Asphalt Cutter, Road Sweeper and a Road Maintenance Truck, with a hopper at the back that dispenses hardcore over the road, and can be lifted out at the end of the day for re-filling. The plough at the front is perfect for snowy mornings and the flashing lights on the roof help alert others of its presence.

01628 500000

Matchbox Mega Rigs takes to the high seas this autumn with the introduction of the Mega Rig Pirate Ship.

The chunky ship comes with accessories and can be constructed and deconstructed to create around 30 different ships. It is suitable for both land and water play and is supported with a major marketing campaign including TV and PR. The Fisher-Price Stack n Surprise collection delivers a brand new take on activity blocks designed especially for children aged six months onwards. The blocks feature motorisation and

rewards, and babies can bring them to life as they stack them in a range of different ways.

Key item in the line, Song and Smiles Silly Town, comes with eight surprise action blocks and babies can simply bat at the bridge or stack the blocks on the knock down tower, press the lever and watch the blocks tumble down to activate music and light rewards.

Also in the line-up, the Peek A Boo Choo Choo brings Stack n Surprise fun to push-along play. Babies can stack blocks on the chunky train to activate songs, lights and peek-a-boo action.

MUMBO JUMBO 0208 563 2888

HABA 0161 304 9555

Sevi Construction Sets are made from chunky tactile beech wood. Each piece easily connects to another with screws, bolts, nuts, wheels, spanners and screwdrivers included.

There are three sets to chose from, children three years and up can design and build planes, cars, motorcycles and much more. Retail prices start from around £30, with 50 per cent margins.

Haba has a wide range of construction sets suitable for everyone from 12-months and up.

Made from natural beech wood, Coloured Building Blocks Maxi will give years of construction activity, with a range of shapes from rectangles and columns to bridges, slats and blocks.

Building Blocks Sevilla are designed for tiny fingers and stacking the colourful shapes provides lots of fun. The blocks can also be combined with Haba’s other building block ranges ensuring they will never be outgrown.

Haba Domino Race comes complete with 240 natural and coloured tiles with character faces, plus blocks, steps and bridges.

01268 548111 The Road Construction set has workmen digging up the road, laying paving and finishing off the crossing.

The barrier has flashing lights to warn drivers of the work.

The Road Roller team is finishing the final section before removing the barriers and re-opening the stretch of road to the public.

Whilst a busy section of road is cleared up, the LED Signal Trailer has been positioned to alert drivers of the lane closure. The signal can flash either direction, or display a no entry cross, perfect for any occasion.

*NPD Dat a

Teletubbies characters and logo TM and Š 1996 Ragdoll Worldwide Limited.

Licensed by BBC Worldwide Limited.

Cal Y r 200

8

Tomy UK Ltd, St Nicholas House, St Nicholas Road, Sutton, Surrey. SM1 1EH. Tel; 020 8722 7300 Fax: 020 8722 7302

www.tomy.co.uk

SECTOR GUIDE PLUSH

www.toynewsmag.com

43

Soft touches More susceptible than many toy sectors to the power of a good licence, the plush market has had a flat year, because and in spite of the success of the In the Night Garden brand, which has not matched last year’s big sales. But it’s still a solid £200m chunk of the market. NPD offers more exclusive insight into the sector…

THE PLUSH market stands out from other traditional toy categories as a category aimed just as much at an adult audience as children, with nearly 23 per cent of value sales for recipients aged 16 or over (source: NPD Consumer Panel).

And with over £200m of sales in the 12 months to March 2009, it remains an important market with traditional highs and lows driven by the latest crazes. The biggest examples being the Furby range in 1998 – 1999 and Teletubbies in the mid 90s where the sales of these items boosted the category significantly.

Within the category lie two quite different markets – special feature and traditional plush. Special feature plush has mostly been in decline since the high days of 1999 and during the 12 months to March 2009, this category declined eight per cent compared to a year ago. The traditional plush category, however, the larger of the two categories accounting for nearly three quarters of total plush market, has remained relatively static in terms of growth.

Plush sales, these days, are heavily licensed and supported by a range of televised shows.

When initially launched in August 2007, In the Night Garden (ITNG) caused the plush market to sky-rocket, but has struggled to keep that momentum going in 2009 (source: NPD Epos Retail Tracking Service). However, it is still comfortably the number one property in plush in both the traditional and

Plush Top sellers plush YTD 09 1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

ITNG 12" TALKING PLUSH ITNG MINI PLUSH ASSORTMENT MR MEN SHOW FRIENDS BEANIE AS FISHER-PRICE FRIENDS ITNG UPSY DAISY DRESS-UP DOLL PEPPA PIG BEANIE FLUFFY GO WALKIES LOVE 2 LOVE BEARS ITNG HUGGLE SNUGGLE IGGLEPIGGLE FURREAL NEWBORN ASSORTMENT 2 TIGER ELECTRONICS ELMO LIVE EDITION FISHER-PRICE FRIENDS

(source: NPD) HASBRO HASBRO MATTEL HASBRO TY VIVID VIVID HASBRO HASBRO MATTEL

special feature plush categories, with the 12” talking ITNG plush and the ITNG mini plush assortment being the top two selling items.

In traditional plush other top properties include old favourites such as Winnie-the-Pooh and Mr Men, which has shot into third spot of top properties through the Mr Men Friends beanie assortment released in October last year.

In special feature plush Furreal Friends and Nintendogs are the second and third ranked properties respectively year-to-date June 2009 (source: NPD Epos Retail Tracking Service). With the Furreal Newborn Assortment 2 the fastest growing item and Elmo Love Edition the biggest new item so far this year, showing that the love for plush still remains providing the product is right.

Plush sales, these days, are heavily licensed and supported by a wide range of televised shows, so there is little chance of the plush market fizzing out just yet. Hefty advertising campaigns, and cross border promotions, continue to ensure sales and prove there is still a demand for entertaining and original plush products that will appeal to a wide range of ages.

AUGUST 2009

44

SECTOR GUIDE PLUSH

TOMY 020 8722 7300

Dance With Me Teletubby (£34.99) has enjoyed fantastic sales and continues to go from strength to strength, according to Tomy.

Po’s Matching Game (£17.99) is a new product which brings alive the Teletubby character. Push down Po’s aerial and watch her tummy spin to find out which of the Teletubby’s favourite things will be shown in the tummy screen. Simply match the image on the card to the tummy screen image to win. Po’s Matching Game grows with the child through three different modes of play.

Tomy is also celebrating the return of a much-favoured toy: Telly Tummy Teletubbies (£24.99).

The toy is made from soft plush and features a light-up aerial and a moving TV screen in their tummies.

Tomy is supporting the Teletubbies brand with a TV campaign promoting the toys leading up to Christmas. It will run from September to late November with 300 TVRs in total.

HASBRO

The WotWots is a new children’s program from the creative minds at the Weta Workshop.

The series is about two small fluffy aliens, SpottyWot and DottyWot, who come to explore Earth in their steam powered spaceship. They land in a zoo and discover all the exotic creatures that live there.

The WotWots launched on Five’s Milkshake block earlier this summer and will be on air until the end of the year.

This October Hasbro’s Playskool brand will launch a range of toys that captures the essence of the characters and their adventures. The launch will be kicked off by a PR event, followed by an integrated

AUGUST 2009

MATTEL

01628 500000

Barbie introduces a feature plush kitten as part of the new toy line for autumn/winter movie Barbie and The Three Musketeers. Miette features unique technology which enables it to interact with the action on screen; dancing, singing, chatting, purring and pouncing. Plus, the more girls watch the movie with it, the more content and surprise features they unlock, keeping the play experience fresh. Miette also comes with a CD including music and stories. Miette will be supported with a heavyweight TV campaign and PR. Brand new to CBeebies this May and already making noise, Waybuloo brings to life the adventures of four Pipling friends and their human children friends as they discover emotions and wellbeing together.

Master toy licensee Fisher-Price will launch a collection of plush based on

characters Lau Lau, Yojojo, Nok Tok and De Li. The collection includes both special feature and collectible mini soft plush.

The 3rd & Bird collection is set to hit plush aisles in the first quarter, with a bright and bold collection of plush based on key characters from the animation. Fans can choose from a range of differently sized plush including collectible mini and large feature items.

Showcasing the Hot Dog Song from Playhouse Disney’s Mickey Mouse Clubhouse, feature plush Mickey Hot Dog Dancer encourages kids to dance along with phrases.

Wonder Pets plush and evergreen Winnie the Pooh continue to benefit from marketing support along with the strong performing Mr.Men collection throughout the second half.

RE:CREATION 0118 973 6222

With over 13.5 million books being sold in the UK to date, Horrid Henry is the second most popular kids book character behind Harry Potter, and is the number one selling annual.

In fact, two out of three kids aged between five and nine years-old in the UK own or have read a Horrid Henry book. Squeeze the belly of the new soft 14-inch Horrid Henry plush from Re:creation to hear one of the seven Horrid Henry phrases, including ‘Out of my way worm’.

020 8569 1234

marketing campaign including TVRs in the lead up to Christmas, press and online activity and PR. Central to the range are three plush lines. Mini Plush includes four cuddly WotWots – DottyWot, SpottyWot, DottyWot with giraffe legs and SpottyWot with frog legs.

Kids will love learning the phrases and singing along to The WotWots theme song by simply pressing the talking plush’s tummy.

Wild times are on the way with Zoom Along SpottyWot and DottyWot – kids simply press the hover chair button to see them bump and scoot around and sing along with the theme song.

SPIN MASTER The Yo Gabba Gabba programme is based on music and dance which not only appeals to kids, but have established a cult following with DJs, celebrities and adults. Yo Gabba Gabba is quickly becoming one of the most popular new pre-school shows, due to its pop culture appeal and simple yet important life lessons. Spin Master’s toy range includes all the characters and complements the show.

These include the six-inch Plush Pals with their beanie bodies and soft cuddly fabric or the wiggly-jiggly Silly Heads, which bounce around while

08708 508408 singing clips from their favourite songs. The 11” Songs and Sounds Plush are activated by squeezing the hand and feature one character song and three voice clips, while the ultimate Dancing Brobee sings and dances by pressing his foot, waves his arms in the air in time to the music and says ‘you were awesome.’

All assortments feature the characters from the hit TV show currently airing on Nick Jr. every day and now on Channel 4’s T4 Saturday. £5.99-£34.99. Suitable for ages two and over.

SECTOR GUIDE PLUSH

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BANDAI 01489 790944

Bandai’s latest licence acquisition, aimed at the pre-school market, sees the return of Noddy to shelves (and screens) up and down the country. As the official distributor, Bandai will supply a new range of plush characters, vehicles and infant toys, to tie in with the new Noddy in Toyland TV show.

The 15cm plush character set, Noddy in Toyland Friends includes Noddy, PC Plod, Bumpy Dog and Tessie Bear, while the 25cm My Friend Assortment, contains Noddy, PC Plod and Tessie Bear – both ranges are sure to prove popular among infants.

Now in its 60th year and fast approaching the milestone anniversary in November, Noddy continues to go from strength to strength, and is on course to perform well for Bandai in the second half of 2009.

VIVID IMAGINATIONS New pre-school show Timmy Time leaps into retail this autumn/winter with Vivid.

TV advertised is Night Night Timmy (£17.99). When Timmy is tired, lay him down, his eyes will close and he'll start to snore. Sit him up to wake him and hear him baaa. Also available are: Timmy Time soft toys (£5.99) with four animal characters to collect and Talking Timmy and Yabba (£9.99) – just squeeze their tummies to hear them talk. The Timmy Time toy range is supported with over 600 TVRs throughout autumn/winter.

Vivid’s autumn/winter range of Disney plush includes the Seven Dwarfs (£5.99) in a celebration of the Snow White DVD release in October. Grumpy and the gang sit alongside Winnie the Pooh; with Pooh, Tigger and Eeyore cuddly Flopsies available in a range of sizes (£5.99-£22.99) and the new addition of the softly-coloured Striped range (£9.99). Mickey and Minnie Mouse rule the Clubhouse with cuddly plush Flopsie and Romper Suit ranges (£5.99-9.99).

The firm’s range of Fifi and the Flowertots plush also continues to grow.

TV advertised Tickle ‘n’ Giggle Fifi (£24.99) is so ticklish. Tell her a joke or tickle her to watch her giggle and wiggle. Also for late autumn/winter are new characters,

WOWWEE

01295 711 588

The WowWee Alive Cubs capture the technology of Hollywood-style animatronics in the form of lifelike plush animal babies. The Alive range is one of WowWee’s most popular products in the UK. WowWee will be supporting the Alive brand with a TV campaign featuring 475 TVRs leading up to Christmas. The products will be further promoted with a targeted PR campaign.

New for 2009 are four new varieties that come ‘alive’ with love and attention – the WowWee Alive Seal Pup, Husky Puppy, Koala Joey and Leopard Cub, £39.99. Each features animated facial and vocal expressions triggered by touch and comes with adoption papers and a family portrait.

Other products included in the WowWee Alive line are WowWee Alive

Minis, £19.99, complete with interactive feeding bottle. The plush feature touch and tilt sensors triggering soft endearing sounds from snoring to gurgling that indicate various moods.

WowWee has also unveiled a new line of Alive Sleeping Cuties pets, £29.99 each. These sleepy pets are perfect to cuddle up with for a nap. Featuring lifelike fur, a poseable head and their very own blankets, the Sleeping Cuties pets make gentle slumbering sounds, have animated eyes and can lift and lower their head into awake or napping position when you pet them. The WowWee Alive Sleeping Cuties pets come in two varieties: Labradoodle Puppy and Beagle Puppy.

47

CHARACTER OPTIONS 0161 633 9800 With over 30 years of TV heritage and over one million DVDs sold to date in the UK, Postman Pat is among the nation’s top selling pre-school properties. Hide and Seek Postman Pat comes with a Special Delivery Service interactive remote control.

Mum or dad can hide Pat away and then send the young seeker off on a mission to find him.

With regular clues saying whether they are warm, or almost there, the remote even shows how close youngsters are to Pat by lighting up a zones map. When they finally find him, they are rewarded with a message of mission accomplished.

Other plush Hide and Seek characters are also available including Scooby Doo and preschool favourite Peppa Pig.

01483 449944

Fifi’s cousins, Buttercup & Daisy the Play Time Tots (£5.99). TV advertised is Ring o’ Roses Fifi (£16.99). Link hands to hear her sing, break the link and she’ll stop.

Vivid is supporting the Fifi range with a PR campaign and 700 TVRs in 2009.

Vivid re-introduces the number one plush item from the 1990’s this autumn.

My Pet Monster (£24.99) comes with over 50 different phrases. He talks, he growls, he roars. Ideal for rough and tumble, he comes with break away chains which pull apart in the middle so you can handcuff him anywhere. Vivid is supporting the launch with a 200 TVR campaign.

AniMagic is Vivid’s brand new range of interactive lifelike plush pets. There’s Dotty and Peanut the Playful Puppies the more you play with them the more playful they'll become. Also available is Charlie My Cute Kitten. Feed it the milk bottle to hear it slurp, and then rub its back to see it pat its paws and meow. All £44.99 and are suitable for ages three and over. Vivid is supporting AniMagic with over 300 TVRs and a PR campaign.

GOLDEN BEAR 2009 sees the introduction of In the Night Garden into Golden Bear’s nursery range. New lines include Upsy Daisy and Igglepiggle tinkle chimes and the Upsy Daisy Rattle & Teether.

The Peekaboo Reversible toy features the two key characters in one product. Flip Upsy Daisy over to find her friend Igglepiggle underneath.

More products are on the way for autumn/winter.

The Charlie and Lola range offers a variety of soft collectable dolls. Colour in Lola wears a plain white dress, which can be decorated with pens and

01952 608308 drawing stencil provided. The collection also includes Daytime/Nightime Lola, with six phrases and a reversible dress.

The Shaun the Sheep and Cry Baby Timmy are suitable for children of all ages. Pull out Timmy’s dummy to watch him shake and hear him cry. A range of Shaun the Sheep and Timmy plush are available in different sizes and styles.

Golden Bear has introduced a range of Hot Water Bottle Covers. The collection includes Igglepiggle, Upsy Daisy, Peppa Pig Ballerina, Shaun the Sheep and Timmy.

AUGUST 2009

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SECTOR GUIDE PLUSH

FLAIR 020 8643 0320.

The Hello Kitty phenomenon has spread worldwide and girls of all ages are eagerly collecting the character from Flair’s latest range of high quality plush items.

Available in a variety of themes and sizes, each product is attractively presented and the range provides the perfect product for any occasion.

Hello Kitty 10cm Mini Plush are each packaged in their own colourcoordinated gift box and presented in a counter display containing 12 pieces (three each of four designs). The 14cm Hello Kitty Plush is presented in its own gift bag.

The larger 27cm Hello Kitty is made from super-soft plush material available in two styles and colours.

There is also a range of plush Hello Kitty Handbags, with the 15cm plush presented in a CDU display containing four each of two colours.

The Hello Kitty 20cm plush backpack, with its plush Kitty attached to the front joins the plush Hello Kitty 40cm Pyjama Bag, with its zipped compartment to complete the range.

MV SPORTS

MV is now offering a range of plush toys based on the collectible playground smash, Gogo’s Crazy Bones.

There are three SKUs within the range, each of which contains authentic Crazy Bones collectables inside the plush character. Firstly the 4” Clippers allow kids to clip their character onto schoolbags, belts and keyrings whilst inside are concealed two Crazy Bones figures. There are eight characters to collect and they are available in an assortment of 32 characters packed within a convenient counter display unit.

The 6” Rare Reversers also contain two Crazy Bones. Turn the plush character inside out to change the character between its normal form and the ultra-rare design. The 6” characters are available in an assortment of 30 characters within a counter display unit.

Also available are the 8” Boneshakers. There are four characters, each containing three authentic Crazy Bones figures. The inner capsule can be used to store Crazy Bones

AUGUST 2009

MARBEL

01208 873123

K’s Kids toys are designed for babies and toddlers. The safest materials are used to create toys that are educational and fun.

There is a strong focus on product development with a team including psychologists, child development experts and also parents themselves.

Concepts originated by K’s Kids have been highly recognised by the toy industry, and have won a number of toy awards.

The K’s Kid’s Hungry Pelican plush helps to develop your babies’ physical, mental and social skills. The Pelican is always hungry and by opening its mouth wide, kids can fill its tummy.

The School Bus is designed for social role-play development. With five K’s Kids characters on board, which can

also be used as finger puppets, many adventures will be had. The bus features a moving steering wheel, squeaker and stop sign.

The Ryan 28 Activity Centre is an activity centre to keep children entertained. There are many features including different textures, colours, shapes, lacing, counters and mirrors.

New to Marbel for 2009 is the French-designed selection of L’Atitude Enfant soft toys. L’Atitude Enfant stands for quality, safety and educational play value, so fits in with the firm’s current range. The initial two ranges will be the famous Grannimals and the pre-school Nature Collection.

Nine hand-knitted woolly Grannimals make up the Wooly Family of soft toys.

Suitable from birth, each Grannimal has its own characteristics and personal traits and arrives packaged in a shoe box.

Seven soft pre-school toys form the Nature Collection and each of the toys has been specifically developed to enhance children’s educational development. Ranging from the Stacking Cat to the musical Sound Cube, each product has been produced to the highest safety standards using the latest production methods.

THE PUPPET COMPANY 01462 446040

New for summer 2009 is The Puppet Monsters Collection, consisting of lots of monsters in bright and colourful plush. Each one is over half a metre tall and features a loud air filled squeaky and fully working mouth.

The Puppet Company also designs and imports over 750 different puppets including finger, glove and full bodied. The firm supplies traditional toys with a modern twist, quality materials, expertly made.

The puppets are all designed in the UK by an in-house team of designers and are sold in garden centres, toy shops, gift shops and zoos across the UK and Europe.

0121 748 8000

or as a shaker for playing the games.

The 8” characters are available in a counter display unit with an assortment of 20.

The Goochicoo range of large plush interactive dolls injects humour and vitality into a traditional large doll sector. Each doll has seven interactive features including one unique personality trait; Little Star loves to sing, Beauty Queen admires her reflection and doesn’t go anywhere without her mirror and both Kitty Cat and Little Rascal interact with their pets.

These characters are soft and cuddly; making them suitable as bedtime dolls for girls aged two to six. Their quirky sound effects and brightly coloured changeable clothes also appeal to the older girl who can play peek-a-boo, tickle the doll, bottle feed and burp them and put them to bed.

Each doll is displayed in an individual presentation box with a nursery background; the naming certificate on the back allows girls to create their own Goochicoo.

MARTIN YAFFE Born to Play has added to its Bob the Builder range with Dance with Bob. Plush products under the new LazyTown master toy licence include Talking Stephanie and Talking Sportacus, each with their own phrases. Also available are beanies.

The new Harry & Toto range includes beanies of Harry the Hare and Toto the Tortoise. Character plush of the friends from Opposite Town are also launching, alongside the feature plush, Toto.

01706 717800 New Little Princess plush toys include Dress Me Little Princess which comes with 12 accessories. The Topsy/Turvey Little Princess can be turned upside down to reveal a happy or grumpy expression with happy or grumpy phrases, depending on which way she is turned. Also available are the four themed beanies. A further addition is the plush Gilbert Backpack.

Pinky and Perky are also bursting into stores in beanie form.

SECTOR GUIDE PLUSH

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FIESTA CRAFTS 020 8804 0563

Hold on to your carpets, here comes Fiesta Crafts’ Aladdin Tellatale Hand Puppet set. Joined by his Genie (with a removeable magic lantern) and Jasmine, the puppet trio make an ideal gift for imaginative children.

The puppets feature soft, embroidered faces and are dressed with sparkling and shiny materials.

Available individually or as a boxed set of three puppets, the Aladdin set is part of the award-winning Tellatale range of puppets that help children develop their creativity, imagination and communication skills, as well as remain an absorbing alternative to onscreen entertainment.

HALILIT 01254 872454

Halilit’s new soft toy range is designed to provide enjoyment while promoting the development of skills and senses.

The Happy Hippo is a soft multicoloured activity pal, with differing textures, a rattling tummy and squeaky nose. Pull its arms and the legs disappear, pull its legs and the arms disappear. Suitable from birth.

The Bonding Pals are colourful friends, each with an assortment of activities including mirrors, crinkles and rings, while the Happy Bugs Stacker encourages simple counting with its four stacking bugs, complete with numbers one to four and different shapes.

Suitable from three months.

The Dress-a-Pillar is a large caterpillar soft enough to take to bed, with zip, button, press-stud, buckle, lace and Velcro to help practice dressing skills.

Suitable from three years.

UNDERGROUND TOYS

Underground has introduced a new line of Star Wars and Clone Wars plush for kids of every age. Launched last month was the 9” Classic Talking Plush, including Darth Vader (and his infamous breathing), Chewbacca (and his trademark roar) and of course, the cuddly Yoda.

Later in the year, an assortment of 4” Talking Plush Clip Ons complete the range with Darth, R2 and Yoda.

Completing the range is an 11” Ewok Wicket plush.

Earlier this year, Churchill Insurance also appointed Underground Toys as toy licensee for one Britain’s most famous nodding dogs – Churchill.

The soft, version of Churchill, speaks the famous ‘Oh yes’ catchphrase when

MANHATTAN TOY

It started out with scientists at a topsecret pillow research laboratory being tasked with creating the ultimate child’s pillow. It would be soft, cuddly and irresistible and would render the possessor curiously giddy.

The team cross-pollinated pillows with throws, baby blankets and leg warmers. They spliced DNA from old sweaters and abandoned teddy bears, and wrapped duvet innards with beanbag skins.

They tried everything. And everything failed — horribly, magnificently.

0207 801 6325

squeezed. It is now available at a host of major retailers with a price of £14.99.

Churchill head of brand, Chris Watney, says: “Churchill Insurance is one of Britain’s most well-known brands, with its famous talking dog character at its helm. We’re always being asked for Churchill merchandise and this new soft toy means that people can say ‘oh yes’ to their very own Churchill at home.”

Robyn Morgan, licensing manager at Underground Toys, adds: “We’re delighted to be appointed as the licensee for the Churchill talking plush.

The brand has great mass appeal across many age groups and we anticipate that the plush toy will become every bit as famous as the nodding dog in the ads.”

0208 944 3160

For reasons that remain unmentioned, the ill-fated project and lab were quietly shut down. The Kreechers were banished to a subterranean vault.

However, a handful of mischievous mutants escaped through an air vent and stowed away atop a passing camper van. Today they live among us searching for real children who will look past their twisted exteriors and see them for what they were always meant to be: warm, fuzzy, lifelong friends. The Kreechers by Manhattan Toy. An experiment gone horribly right.

49

THE IN THING 0845 365 3030

From the creative minds of two love struck artists David Horvath and SunMin Kim, emerged the Uglydoll family.

What started as a drawing of a playful orange character known as Wage, has turned into a whole new world.

The award-winning Uglydoll plush characters are available in a variety of sizes and styles each with their own background story and distinct personality. Uglydoll characters inspire individuality and creativity. The soft tactile characters have no hard parts.

Available in sizes including 2ft, Classic 1ft, Little Uglys and Clip On keychains. Uglydoll plush is available at specialty retailers worldwide and distributed to independent stores in the UK by The In Thing.

SANTORO 01709 518100

An amusing frolic on the ditzy side of life, the Doolallys bring fun and laughter to all ages.

The Doolally plush unit contains 18 plush, three each of six designs, including Penguin, Froggy, Monster, Little Bear, Bat and Ladybird. The characters retail at £6.50 each.

AUGUST 2009

50

SECTOR GUIDE PLUSH

BEST YEARS 01327 262189

In 2009, Best Years’ knitted range has been short listed for a Gift of the Year award for the third year in a row, while the collection has increased to include Owls, Mice and a Crocodile.

The knitted toys are suitable right from newborn, but also have sufficient play value to appeal to all pre-school children.

The combination of retro designs and tactile, robust materials gives the range a wide appeal and with prices starting from just £6.99, the toys are suitable for a range of purchasers, says the firm.

JOHN CRANE

Tolo’s Anthony the Ant from John Crane provides lots of activities.

Its brightly coloured body is a hive of activity, from the jangles, crinkles and bobbles of its feet to the crinkly satin flower in his mouth.

Using soft, velvety plush fabric and shiny satins, Anthony the Ant offers a host of sensations.

KEEL TOY 01233 506 350

The Keel Toy seal that is attached to every soft toy is recognised as a benchmark for quality soft toys.

Autumn Fair will feature the spring 2010 range including modern and traditional Valentine’s, Easter and Mother’s Day toys.

A comprehensive collection of new teddy bears and nursery toys will also be available through the autumn/winter season.

AUGUST 2009

01604 774949

The jointed body clicks as the plush is moved into new positions.

The bright flower, hiding crinkly sounds within, will offer tots the chance to hone fine motor skills as they place and replace it in his basket. Anthony the Ant joins a range of activity plush from Tolo, including Kelvin the Crab, Sneezy the Dragon and Tiny the Elephant.

DKL

The Babicorolle plush range from Corolle is suitable for babies and children from birth onwards. The toys are designed to awaken children’s senses through various shapes, textures, music, lights and scent.

Key to the Babicorolle family are those with musical talent; namely the Pink Babipouce. This plush exudes nurture appeal with a round tummy, chubby legs and feet, and a soothing melody. A fresh vanilla fragranced vinyl is used to create her facial features; baby blue eyes, a button nose and a small mouth.

The new Pink Ragdoll is a traditional plush toy in many ways, with a cuddly body made from super-soft fabrics.

BROOKITE 01837 53315

The range of three Bramble Hobby Horses from Brookite are available in brown, beige and black and are made in Britain. Each features a soft furry head made from thick, luxury fur with webbing bridle, rosette and bells. They are mounted on a wooden pole with wooden wheels. A childhood delight, these hobby horses are suitable for ages two to six. With a retail price of just under £25, they are a proven winner in the stable of Brookite products.

All can be purchased as single units or with colour preferences, these loveable ponies make the ideal traditional gift.

01604 678780

Babicorolle come packed in branded boxes and are 100 per cent machine washable.

Flexi Raffy and Flexi Lamb are two characters from Wonderworld’s Softwood range for babies. Suitable from six months, this duo’s resplendent cartoon-like features include Raffy’s large eyes and tuft of blue hair and Lamb’s stripy blue legs and exaggerated feet.

The long and bendy limbs can be shaped into any number of impossible poses. Integrated rattles and crinkly ears will heighten the play experience with Raffy and Lamb. By virtue of their flexible legs, both Raffy and Lamb can be wrapped on to buggy rails.

HABA 0161 304 9555 Horse Paulina and Horse Frederik are both made of soft velour with a chenille mane and tail and corduroy hooves. These 40cm horses come with removable saddle and bridle, together with magnetic decoration; a flower for Paulina and a lucky clover leaf for Frederik.

The baby of this equestrian family is Horse Sissi, a 25cm white velour pony decorated with pink flowers.

Haba’s horses are compatible with its range of 38cm and 30cm soft dolls.

Together with the Horseback Riding Outfit Set and Horse Show Set, which includes fences, wooden rails, and rosettes, girls can experience their first gymkhana.

Soft musical Ringlet Rascals are washable velour characters with ringlet socks. Pull the tail of Piglet Selma and Sheep Nanny and they will play a short lullaby, while Mary Mouse squeaks when cuddled.

6-9 September 2009 NEC Birmingham UK Volume hall opens one day early www.autumnfair.com

Be part of the season’s largest event for Toys and Games Perfectly timed for festive buying and spring previews, Autumn Fair International 2009 is an essential date in your calendar.

Exhibitors include: Alphabet Jigsaws

Paladone

Aurora World

Paul Lamond Games

Bladez Toyz

Payday Games

Brainstorm Esdevium Games Flashwear

The House of Puzzles The Little Experience The Wagon Company

Frilly Lilly Great Gizmos Keel Toys Kids Cooking Co

Thumbs Up Tiny Tods Tobar

Magical Play Times

Travis Designs

Melissa & Doug

UK Import Corporation

See the full list of exhibitors at autumnfair.com

Priority Code A34

Register today for FREE entry at www.autumnfair.com

Dedicated monthly retail coverage

Retail Only News • Data • Opinion

MBO for Modelzone Model and hobby specialist plans expansion and acquisitions with new investment

by Katie Roberts LDC, the private equity arm of Lloyds Banking Group, has backed a Management Buy Out of Modelzone Holdings.

Modelzone Holdings is the owner of Modelzone, the model retailer and Amerang, wholesale agent in the UK

further £3.6 million of investment over the next three years to enable Mordecai and his new team to implement an accelerated retail rollout plan, which is a core element of the investment strategy. In addition to this, the group will make ‘selective’ acquisitions.

Together the team brings over 75 years of experience, including store roll-outs, retail format development, sourcing and online sales.

Modelzone offers a broad range of models including plastic kits, die-cast collectibles, remote control vehicles, railways and slot racing.

Talking shop Page 54-55 The subject on retailers’ lips this month is that of suppliers selling directly to consumers and the effect it is having on retail...

High Street Page 56 We compare toy prices across the internet and Counter Insurgent airs views on old fashioned manners...

for overseas suppliers in the model and hobby industry.

The buy out was led by CEO, David Mordecai and was supported by the group’s new non-executive chairman, Terry Norris.

LDC’s initial £5.9 million investment will be supported by a

Mordecai has made a number of key appointments to the team, including Terry Norris, who joins as non executive chairman and nonexecutive directors Julian Tucki, who was previously at The Works and Paul Worthington who was previously at Kingfisher.

It operates from 29 stores across the UK with outlets in Bluewater, Lakeside, Metro Centre, The Trafford Centre and Meadowhall, as well as stores in major cities such as London, Liverpool, Manchester, Nottingham and Leeds.

Modelzone: 0161 833 1174

Woolies man joins Entertainer

THE ENTERTAINER has recruited former Woolworths head of retail operations Nick Hargreaves.

Hargreaves joins the toy chain with the same role and job title.

Entertainer MD Gary Grant said that the appointment will see Hargreaves applying the knowledge

of toy retail he gained during his time at Woolworths in order to grow the business.

He commented: “We want to unify standards between branches and Nick will enable us to grow by putting scalable policies and procedures in place.”

In the past, the retailer has had a tradition of promoting from within, but Grant commented that it needed external input if the chain is to grow.

He said: “We’ve got an appetite for growing the business over the next five years so we need changes if we are going to be 50 per cent, or 100 per cent bigger.”

Sales are buoyant, he added, and there are lots of opportunities available for expansion. He expects to open two to five stores this year.

Grant’s objective in the past year has been to consolidate the business in order to “create a platform for fast expansion in 2010”.

The Entertainer: 0844 8005 100

Charts Page 57 This month’s retail charts feature Toy Shop UK, Asda, The Entertainer and Amazon...

New products Page 58 On their way this month are offerings from Hasbro, VTech and Revell ...

54

TALKING SHOP

Which side are you on?

Suppliers selling directly to consumers via their own websites was the issue on retailer’s lips this month.

We found out what effect this has on business, prices, margins, stock availability and more…

“IT WAS A HORRIBLE SHOCK”

“THIS HAS A MASSIVE EFFECT” OBVIOUSLY THIS has a massive effect on us as a retailer, as in reality it means that the suppliers are taking customers from us. Ideally, if we have invested in one of their lines, we would like to be the only way that consumers are able to purchase that product.

In effect, I feel that this makes us into a window for the supplier’s sales. The customer can come to our shop to see the product, touch it, feel it, and then go and source it direct from the manufacturer at a lower price.

We have found that Lego is the main offender in terms of stock availability. We have had stock problems with Lego for two years now. The fact that they are able to

offer their full product range on their website means that they are making sure they have stock themselves, rather than looking

Ideally if we have invested in a line, we would like to be the only way consumers are able to purchase it. after the retailer and getting it over to us.

However, other than Lego, over the last few years, we haven’t really had a major problem being able to get hold of ‘hot’ products from any

other company, so I don’t think this issue causes a problem in terms of stock availability, more in terms of price and margin.

Another problem it sometimes causes is that of returns. If someone is returning an unwanted gift, they tend to just take it back to their nearest shop. We don’t want to create bad feeling with good customers if they return something without a receipt, but it is becoming increasingly difficult for us to distinguish between a genuine return and one that has come from another source. We therefore end up taking back extra stock, which creates an extra gripe.

Kevin Willis, Pettits of Wallingford

“WE’RE NOT TERRIBLY BOTHERED BY IT” WE'VE SEEN it happening more and more – it’s not terribly surprising. With the terrific success of online retailing, suppliers naturally have started to wonder why they can't increase their margins, and consequently profits, by selling directly to customers themselves; customers who may well be coming to their site anyway to check for new products or look for support etc.

We’re not terribly bothered by it, at least not yet. It’s a different business, with a new set of problems, managing stock levels for instance, knowing how to maximise potential from Google listings, rankings and so on and until they become

experienced they’re not going to trouble us too much.

Most are still happy to list/link to other retailers and satisfied with

It’s a different business with new problems, and until they become experienced, they won’t trouble us much. picking up the odd sale here and there. They’re not really set up for volume either and getting the customer service levels right can be

a nightmare.

Plus companies like Firebox offer a fairly large and eclectic mix of products that a brand like Tomy, for instance, couldn’t and probably wouldn’t hope to compete with.

The only thing that would trouble us is if they undercut the SRP. It's illegal to price fix and you would naturally expect some healthy competition but not from the manufacturer.

As sales pick up and the suppliers become more comfortable selling direct, it might become much more of an issue but we're cool with it for now.

Ben Fowler, Firebox.com

A MANUFACTURER selling directly affects us negatively as a business. I am only a small shop, so it has a big effect on me.

I recently had a situation whereby I bought into a Playmobil offer and when I went onto their website, I found they were selling the product for just 50p more than I bought it for. I know my reps will do their best to sort this out, but it was a horrible shock.

Often, once postage and packaging is added on, these offers aren’t as attractive as they seem at first, but amazingly, the customers do still buy into them.

Often, once p&p is added on, these offers aren’t as attractive as they seem at first.

I do think that displaying the products on a website is a good idea as it allows the consumers to see what is available, but it’s very tough out there and I feel we need all the help we can get rather than increasing levels of competition.

I find it ironic that we have problems getting hold of Lego stock, but they are selling it on their own site. This hasn’t been a problem with any other company as yet though.

Sandra-Louise Hook, The Rainbow Toyshop, Waterlooville

TALKING SHOP

www.toynewsmag.com

55

“A GOOD ADVERTISEMENT” WHEN SUPPLIERS started to do this, retailers were a bit nonplussed, but as time has moved on, we’re not selling any less, so it’s become less of an issue for us.

It can be a good advertisement and I think about half of the consumers will buy this way, especially when looking for a particular item. I think cash-rich, time-poor customers also shop this way, but those who have time and are a bit more picky still come to the shop.

As long as we can keep the same prices, I don’t think it poses too much of a problem. We use the sites like Lego and Playmobil as a price comparison. That way, if anyone comes to us saying they can get an item cheaper elsewhere, I whip up the supplier’s website to show them the official price.

It tends to go through waves, Hasbro have stopped selling on their site, but Character Options recently started to. As annoyed as I was when it started to happen, I’m

not any more, there is no point in moaning about it. Less and less suppliers produce a physical catalogue – only Playmobil do this now, so the site can be used as a resource in a positive way.

The only real downside is that sometimes promotions will go up on the supplier’s site before we find out. Then we get the customer saying to us ‘this is £20 on the Lego site and you are selling it for £30’ and that’s the first we’ve heard of it.

I’ve noticed some wholesalers are also now selling direct to the consumer at prices that are little more than we would call wholesale prices. I just won’t give them my business, I won’t buy from them.

The world keeps turning and there’s nothing you can do to stop this happening. They haven’t been underhand about it, so you can’t really complain. The way I see it is if I can keep my little percentage of the entire toy market, I’m happy.

Paul Wohl, Argosy Toys, Westcliffe-on-Sea

“I DON’T MIND THEM DOING IT” I DON’T think that this has much of an effect on our business as those suppliers who are offering this service, like Lego and Playmobil, are tending to stick to the recommended prices.

I have no problem with competing with companies who stick to the fair prices, whether they are retailers or suppliers. Those that compete at lower prices are the problem.

I realise that nobody can dictate prices, but there should be a guide figure that we all work within. If companies stick to that, it won’t pose a problem for other retailers.

What I do have a problem with is that as a retailer, I often can’t get hold of the stock I need, yet it is available for customers to buy on the suppliers’ websites. They are sometimes stocking their shelves before looking after their retailers.

But overall, I don’t mind them doing it. They are in business to sell their product in whatever way they can, so if selling direct to consumers helps them do that, I don’t have a problem with it.

Chris Enticknap, Pplumz, Pershore

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.

SUPPLIER OR RETAILER? A GROWING number of manufacturers have operational B2C transactional websites. This raises a number of issues in the area of price and stock allocation.

With regards to stock allocation, some suppliers’ sites are showing full availability and this is an issue when retailers cannot obtain these items. For a large number of retailers it’s not just direct competition but clearly these preferential stock allocations give the manufacturer a clear advantage in the area of stock availability.

Where the recognised mark up is not respected, manufacturers are setting artificially low retail prices that do not, in many instances, reflect retailer’s prices, resulting in retail price erosion With regard to prices, in some instances certain suppliers are selling online at prices that do not reflect recognised trade product mark-up.

Normally the traditional model for non-discounted products is cost plus 50 per cent therefore delivering a 33 per cent margin. Where this recognised mark up is not respected, manufacturers are in effect setting artificially low retail prices that do not, in many instances, reflect retailers’ prices therefore resulting in retail price erosion.

Suppliers should support the retailers who support them. Their sites should be a fallback option for people who can’t obtain an item instore or live in a remote area without a local toy store. It can’t be right that the person who sets my cost price is also setting my retail price as they are in effect making a double margin.

Retailers clearly need to make a blended margin and therefore the pricing of low profile non-contentious items may reflect a higher return than the standard mark-up to help subsidise the highly-discounted lead items. With the advent of internet shopping, we see the landscape changing and suppliers with their own websites are inadvertently suppressing retail prices or making their customers look expensive.

When recently viewing a supplier’s website I noticed a low profile item retailing at £27.99 with a published trade price of £18.39 therefore giving a retail margin net VAT of £5. So my question is why has this item not been marked up correctly? It should be retailing at around £32.99.

Surely a supplier with a retail consumer database should be supporting their retailers and stockists by directing their customers through mail-outs to retailers stocking their lines. Our experience is that when consumers go shopping they often shop the shop and therefore I feel that when suppliers sell directly we, as retailers, miss out on incremental added sales.

I value your views.

Gary Grant, Chairman, Toy Retailers Association

56

RETAIL ONLY

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

I GUESS I’m getting old and that it’s too much to ask that people’s manners be the same as those I grew up with, but the attitude of people is definitely getting worse.

I always have a pop at the French for being rude, arrogant and bad mannered, but at least they do it with style and charm and a trademark shrug of their shoulders to your protests.

The other day I had an email from a ‘customer’ from eBay. No ‘Hello’. No ‘Could you tell me when I can expect my order?’, but a simple ‘wheres me stuff?’ (sic).

Now I’m no great writer, but I can see several errors in that statement and I knew I would be dealing with a thicko! I thought I would check his feedback and there was this

aggressive mugshot of a skinheaded, tattooed bloke who looked liked he had had a fight with a bus... and won.

On checking the whereabouts of his parcel it was waiting for collection at his local Post Office depot as there was nobody to sign for it. That started a tirade of choice words discussing my parentage, my personal hygiene and my sexual preferences and asking why I sent it recorded.

Now looking at his mugshot and receiving such aggressive emails I guessed he didn’t like the fact he wouldn’t be able to claim he never ‘got the stuff’.

He asked me to send another out unrecorded to which I pointed out it was against our policy and besides the local sorting office was only half mile away from where he lived (Google Maps has its uses), so he could rearrange a day when someone could sign or collect

I know buyers at nationals and indies who think they have a right to be rude to suppliers or reps. from the depot. Needless to say I didn’t go the extra mile that I normally do to try and help people get their parcels.

What really gets me is when a parent has a pop at us because their kiddie has dragged them in store to buy a water pistol or something else that is restricted sale.

You try to explain that it is the law and yes it is daft but, so many times I’ve had parents ask me to just let it go.

It’s not only in-store that you come across these things.

I went to a shop down the street the other day, I was about to leave and a lady was coming in so I held the door

open, no thank you, not even acknowledgement, just breezed straight past. Just as I made my move to walk out someone else came in, and then another. It was like someone had stopped a bloody bus outside. Only one person said thank you.

But it did make me think about how I treat people. I know some buyers both at nationals and indies who think they have a right to be rude, that they are doing the rep or supplier a favour by looking at their product.

I try to be courteous when I have a range presented to me, I try to answer phone calls politely and sometimes I’ll even be nice to marketing people. One day they will have a product that we all want.

Who would you go the extra mile for? The aggressive loon or the person who treats you as an equal ? I know what I would do.

TOY

PRICE CHECK: AUGUST 2009

STORE

AUGUST 2009

Fifi and the Flowertots 12” bike Halsall

Postman Pat Talking Plush Character Options

Guitar Rockstar Tomy

Disney Bolt 12” Talking Plush Flair

Greedy Gorilla Game Orchard Toys

N/A

N/A

£6.00

£17.00

£8.25

£82.19

£7.99

£9.95

£17.99

£9.78

N/A

£14.99

£14.99

N/A

£9.79

£68.49

£7.34

N/A

£14.69

£9.79

£64.99

£14.69

£9.99

N/A

£4.99

RETAIL ONLY

www.toynewsmag.com

57

RETAILCHARTS WHSmith.co.uk

CHART DATE 21/07/09

1

Natural History Museum Antquarium

2

The Entertainer

CHART DATE 21/07/09

Wow Stuff

1

Speed Stacks

Scrabble Deluxe

Mattel

2

10ft Family Swim Centre

3

Parker Travel Mastermind

Hasbro

3

Rapide Slide Set – Green

TP Toys

4

Set of nine Brainy Baby DVDs

The Brainy Baby Co

4

3-in-1 Smart Trike

Mookie

5

Travel 7-in-1 Magnetic Family Game

WHS

5

Ben 10 Alien Force – Kevin Levin’s Action Cruiser

Bandai

6

Pass the Bomb

Gibsons Games

6

Animations Station

Flair

7

Set of four Brainy Baby DVDs

The Brainy Baby Co

7

Sylvanian Families Riverside Canal Boat

Flair

8

Last Word

Paul Lamond

8

Transformers Ultimate Bumblebee

Hasbro

9

Absolute Balderdash 20th Anniversary

Drumond Park

9

Video Journal Digital Camera and PC Software

Mattel

10 Bop It Extreme 2

Amazon

Hasbro

CHART DATE 21/07/09

1

Super Swingball

2

Crayola Beginnings 24 Jumbo Crayons

3

Replacement Swingball Ball and Tether

4

Medical Carry case

5

Bananagrams

6

Crayola Gigantic Colouring Book

7

Character Options Intex

10 Take Along Thomas and Friends Tidmouth Sheds

Mail Order Express

RC2

CHART DATE 21/07/09

Mookie

1

Academy Desk and Chair

Vivid

2

Spongebob Squarepants Good Neighbours at Bikini Bottom

Mookie

3

Group Set 360-piece

Mobilo

Peterkin

4

Group Set 100-piece

Mobilo

Bananagram

5

Baby Annabel Canopy Bed with Baby

Vivid

6

8’ Quick-up Pool

Original Rubik’s Cube

Drumond Park

7

Star Wars Republic Attack Gun Ship

8

Swingball All Surface

Mookie

8

Bob the Builder Sand & Water Play Table

Born to Play

9

Wikki Stix Activity Set

Green Board Games

9

Typhoon Fighter Plane

Born to Play

10 ITNG Gazebo Ball Pool

Born to Play

10 Scrabble Original

Mattel

Born to Play/Yaffe Lego

Zapf O’Blue Lego

CHART DATE June

Toy Shop UK (Top June Searches)

Asda

1

Star Wars

1

Shoot Football

2

Transformers

2

Three Ring Pool

3

Scooter

3

Hot Wheels Basic Car

4

Trampolines

4

Turbo Cars

Asda

5

Barbie

5

Mini Vehicles

Asda

6

Dolls House

6

Mini Lying Animals

Asda

7

WWE

7

Bubble Solution

Placo

8

Playmobil

8

Inflatable Lilo

GP

9

Kitchen

9

Playballs 100

Hy Pro

10 Fireman Sam

10 Tennis Balls 3-Pack

John Leisure GP Mattel

Enor

AUGUST 2009

58

RETAIL ONLY

PRODUCTNEWS

Gormiti gets animated THE NEW Animation series from Gormiti sits alongside the classic Gormiti and has a completely new look. The corresponding toy range features action figures, an infrared robot and a lights and sounds Flaming Volcano, along with new 6cm collectible figures and play-sets, epitomising the style of the programme.

Vivid brings spa to the home

Vivid is bringing the spa experience into the home with its new range. Come up with your own perfume with the Perfume Sensations Assortment (£8.99).

Relax with the Facial Massager (£14.99), mix up your favourite face mask and then use the massager to give you that soft and relaxed feeling.

Create a serene spa ambience with The Spa Comfort Collection (£16.99) featuring a twist towel head wrap and slippers. The Spa Party Sleepover for three (£24.99) will help girls create treatments for them and their friends. Finally, girls can experience the relaxing effects of aromatherapy with the new Spa Fantasy Aromatherapy Station (£29.99).

Vivid is supporting Spa Factory with around 200 TVRs and a PR campaign this autumn/winter.

Vivid: 01483 449944 AUGUST 2009

Handy stuff for VTech

The remote controlled infrared Troncalion with lightup eyes and sounds rears up on his back legs and walks on two or four feet. Attackers of the tribe must beware of the missiles it fires. Includes 22cm fully articulated Forest Lord Figure.

Flair: 0208 643 0320

Wot’s new from Hasbro HASBRO WILL be launching The Wotwots toy line this autumn/winter to support the programming, which is currently airing on Channel Five’s Milkshake.

The range features four products, all based around SpottyWot and DottyWot – the twin brother and sister duo who spend their time exploring a local zoo, discovering all the exotic animals within it.

Alongside the mini plush and talking plush, comes the Zoom Along feature plush, which allows kids to play with their favourite WotWot character and watch as they scoot around in their hovercraft chair. Kids can power the Wotwots to bump, bounce and zoom along in their hovercraft chairs which also

feature sound effects and giggling noises from the show.

The range will be supported with a heavyweight TV and PR campaign and is expected to hit shelves from early October.

Hasbro: 0208 569 1234

THE NEW Handy Manny VTech Manny’s Construction Laptop is a unique toolbox shaped laptop, which comes complete with removable Pat the Hammer and Felipe the Screwdriver tools, along with interactive 3D screw and nail buttons.

Manny’s Construction Laptop also features an A–Z keyboard, one – ten number keys and Stretch the Tape Measure shaped mouse. The laptop teaches three to six year-olds letters, numbers, colours, shapes, words and more, and they can press the bilingual button to learn in Spanish too.

Features the real voice of Handy Manny - You break it, we fix it.

VTech: 01235 555545

Revell flies into summer REVELL’S FLYING machines range, dubbed Revell Control (RC), continues to grow with some new ranges launching throughout summer 2009.

The expanded RC range includes ultra-modern lines, each boasting exceptional attention to detail and authentic decoration.

The new models, including the Aquila Helicopter RTF, feature cutting-edge infrared, MHz and GHz technology. All the models feature easy to operate controls, making them suitable for newcomers and

experienced pilots alike. With prices ranging from £19.99 to around £160.

Revell’s premium 2.4Ghz range is aimed squarely towards the more experienced flyer and is due to be

available from autumn, featuring three exclusive designs: RAF Tigermeet Puma, Bell Huey and a Kamov K58.

Revell: 01442 890285

HERO PRODUCT

www.toynewsmag.com

59

Flair Gormiti Animation Collection The new Gormiti animation series Lords of Nature Return, complete with new figures, accessories and play-sets, has been unveiled. Together with the brand new TV series, a heavyweight TV and marketing campaign is planned…

WITH MOST boys’ toys, a TV series is a major reason for the success of a brand – but with Gormiti it has already been very successful even before a TV series has been broadcast.

September 28th will see the launch of the new Gormiti cartoon series airing daily on NickToons.

A move that will ensure the demand for Gormiti toys is greater than ever.

The new Animation series has a different look as each piece is styled in line with the animated cartoon programmes. But it will sit alongside the classic Gormiti series – complementing the range of sets already available.

New larger items have now been introduced, while smaller play-sets are designed to offer good value for money and play value for collectors of the brand.

The new IR Robotic Troncalion has light up eyes, realistic sounds and the ability to move on both two and four legs as it rears up to protect itself and its Lord. Place the 22cm Forest Lord Figure, which is also included, on his back so he can then patrol his land and protect his tribe from the safety of his loyal robotic steed.

Troncalion is the first robotic Gormiti toy and forms an integral part of new TV series making it a must-have for the Christmas wish list.

Alternatively the new Gormiti Guardian Creatures each come with a tribal Lord. The Guardians are there to protect the Lord when in

battle and once again will be a regular feature of the TV series.

There are four to collect and with a suggested retail price of around £19.99.

Alongside all the new toys and playsets are the collectable foil bags which are integral to each series and drive the sales for the entire brand.

TV The TV series will increase brand awareness for Gormiti, but coupled with that is a high impact TV advertising campaign that will build consumer awareness even further. 10 and 20-second multi-channel ad will be seen through the autumn.

MARKETING Competitions in the boys’ press and consumer PR are ongoing with a focus on the hero products, while a promotional flip book is being developed with Proflix UK to be inserted in the boys’ press. The flip book will demonstrate the animated cartoon whilst holding 20 pages of product information and over 100,000 are planned to be inserted.

Anne-Marie Noon, product manager at Flair, commented: “We are all really excited about the

animated cartoon series. It has done phenomenally well in Italy, where it has already been launched, and is a fine fit alongside the rest of the Gormiti brand which in itself has just had the new Atomic series added to the collection.

“The fourth quarter, and 2010, look incredibly promising for this exciting boys’ property,” Noon continued.

CONTACT DETAILS: Phone: 0208 643 0320 Email: enquiries@flairplc.co.uk

AUGUST 2009

2009 30 September – 1 October 2009

Discover the characters that will make your products fly off the shelves!

With over 2,000 properties on display, you’ll be sure to find the one that brings your merchandise to life!

Attend and benefit from: Product showcases including the Toy Store where you will see popular characters transformed into profitable merchandise 12+ free educational seminars in the Licensing Academy Screening suite* showing exclusive previews of the latest Hollywood blockbusters and associated licensing opportunities Property finder tool allowing you to easily identify rights owners and licenses available Retail Buyers’ Centre giving retail visitors free access to experienced and impartial consultants By invitation only*

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020 8991 3410 For companies competing in the global market place, ecodesign is an opportunity to improve product positioning. In addition to improved quality, ecodesigned toys have a lower environmental impact. Addressing impacts through the product life cycle can also lead to lower costs through optimising material consumption, energy savings, and packaging and logistics optimisation.

Consumer eco awareness and regulation are both driving forces for ecodesign. For electrical products, the EU Energy using Products (EuP) Directive requires a life cycle approach to environmental impacts. Some toys contain electrical components and are included in the scope of some of the implementing measures of the directive.

When it comes to the environmental impacts of toys, attention so far has focussed on chemical risks. However, a recent life cycle analysis (LCA) study performed on a Winnie the Pooh electrical toy, concluded that production and use phases were most significant in environmental impacts. Ecodesign improvements proposed included material savings in the base and electrical components and use of recycled stuffing. For the use phase, energy efficiency could be improved leading to lower battery demand.

Plastics for Games

01728 745 300

BROOKITE

Ravensburger

01869 363 800

Revell

01442 250 130

SUPPLIER/MANUFACTURER

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01462 446 040

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020 7471 0980

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Other research conducted by SGS compared the use of renewable natural materials as opposed to plastics for toy production. It was concluded that the use of bamboo or wood may be better depending on the type of toy and production processes.

SGS Ecodesign services can support the embedding of stepby-step ecodesign practices into day-to-day business, including product environmental assessment (carbon footprint, LCA) to position the environmental performance of products and extend green product portfolios, and to comply with related regulations.

For more information: Tel.: 020 8991 3410 email: Bethany.murray@sgs.com

01837 53315 It’s been a great year so far for West Country-based Brookite. Kite sales have been soaring and the new ranges of Eolo and Funtrix have been a great addition to the traditional kite products.

Sales director, Mandy Harrison said: “We seem to have got the product mix just right and find that we are now supplying not only toyshops but other outlets such as gift shops, department stores, garden centres, museums and sports shops – it’s great to be able to have such a wide customer base in these difficult trading times. We also feel that customer service is so important and to this end our staff aim to deal with orders, queries or problems within twenty four hours.”

Top sellers in single line kites are the Shadow, Frog, Pirate Boat,

Rainbow Boat, Skyjet, Octopus, Pockite and Bermuda Bird and in the Sport range, the Phantom, Hunter, Harrier and Black Hawk are high flyers.

Cirrus is the dedicated power kite department at Brookite and these kites have been brought into the catalogue for the first time this year with great results.

There are eight Cirrus kites available, ranging from an introductory kite retailing at £27

and going up to a massive 6m2 retailing at £250. Kite boards, buggies and safety equipment are also available.

So, if you need kites or outdoor fun products give Brookite a call, you will be sure of a cheery response to your call and the kites will be with you the next day.

For more information: Tel: 01837 53315 Web: www.brookite.com

Marketplace ■ Character Costumes & P.O.S.

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RAINBOW PRODUCTIONS

COSTUME CHARACTER SPECIALISTS I Ranging from Angelina Ballerina to Paddington Bear to ScoobyDoo, our portfolio of 90 licensed cartoon characters are exclusively available to book through Rainbow Productions for personal appearances.

I To add an extra dimension to your toy-related campaigns, Rainbow also creates high quality bespoke costumes and puppets.

Contact Kelly Morrison T: 020 8254 5300 E: info@rainbowproductions.co.uk www.rainbowproductions.co.uk ■ Safety Testing

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Marketplace ■ Toy Suppliers

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Advertisers Index ■ Character Costumes & P.O.S. Rainbow Productions

0208 254 5300

info@rainbowproductions.co.uk

www.rainbowproductions.co.uk

01827 54551

info@daytonavisual.com

www.daytonavisual.com

0208 991 3410

gb.cts.sales@sgs.com

www.uk.sgs.com

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 SGS

■ 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

www.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

Ravensburger

01869 363800

sales@ravensburger.com

www.ravensburger.com

Revell The Puppet Company

www.qbgame.co.uk

01442 250130

ukbranch@revell.de

www.revell.com

01462 446 040

info@thepuppetcompany.com

www.thepuppetcompany.com

Thumbs Up

0845 466 8880

sales@thumbsupuk.com

www.thumbsupuk.com

WOW Toys

0207 3871 2302

enquiries@wowtoys.com

www.wowtoys.com

01268 511522

info@cartamundi.co.uk

www.cartamundi.com

■ Toy Suppliers Carta Mundi Plastics for Games Richard Edward Sambro International

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

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70

TOY TALK: FOOTBALL SPECIAL

TOY TALK

Every kick, every goal, every muscle pull and every fat bloke in a football shirt that made up the first ToyNews Fives football tournament….

THE GROUP stages took place through from the morning until the break for the BBQ lunch. The top two teams plus the two best third placed sides would go forward to compete in the elite Cup competition, while all teams outside of those positions would still play some knock out football in the Plate event.

GROUP A Group A was eventually topped by MK Donuts (MGA/Zapf Creation), whose 100 per cent record was ruined by the defeat against G&B FC. At this point it is worth highlighting Grant & Bowman’s vociferous support – it seems that pretty much the entire company made their way to support their team, and they were LOUD! Not that they had much to cheer about early on, the team had heavy losses in their first couple of games. The important second spot in the group was taken by Lego, but only on goal difference from Amethyst Diamonds – who would also qualify for the Cup as one of the best third placed teams.

This just left the guys from Leapfrog, who were unable to leapfrog anyone to get off the bottom of the table and headed to the Plate along with G&B FC.

The G&B Massive

Paul Foley of Firebox was player of the tournament

AUGUST 2009

GROUP B In Group B we saw proceedings dominated by Lokomotiv Firebox, who were playing some lovely football on their way to four wins out of four. The scrap for second spot was won by Thumbs Up, whose mid group 4-3 win

over Hasbro UK was enough to decide matters in the end. This condemned Hasbro to the Plate, as their record in third wasn’t one of the best two.

The remaining places were taken by 4T2 Brutal Deluxe and Megablokes with a point a piece at the end of the group.

GROUP C Group C was the tightest of all three groups, with the lead changing hands between three sides as the group progressed – Turner, Hit Entertainment and Mattel were in fact all to finish the group tied on eight points each, with Turner’s impressive goal difference putting them top.

Hit Entertainment pipped Mattel to second, but Mattel went through to the Cup regardless as the other best third placed side. The teams from Tomy and Dinamo Toybilisi (ToyNews) looked for some time to be destined for the Plate, and so it proved with the draw between the two providing the only point either would get in the group.

CUP OR PLATE? A much needed breather during lunch saw everyone regroup and focus their challenge on either Cup or Plate. Hasbro earned a bye to the Plate semi’s and were joined there by G&B FC (hitting their stride now with a 6 1 win over Megablokes), 4T2 Brutal Deluxe (who sent Dinamo Toybilisi to the bar with a 53 victory) and Tomy (7-3 winners over Leapfrog). The match between G&B and

The all-conquering Turner team with ToyNews Fives Cup

4T2 Brutal deluxe was thrilling with G&B charging to an early lead but being pegged back by 4T2 BD – it ended 6-4 to G&B and their supporters had happily cheered them to a final. The other semi was not quite so close, with Hasbro seeing off the Tomy challenge 11-1.

The Plate final itself was another good game, and G&B FC were not be denied – they sent their fans home happy with a 7-2 win to take the title as ToyNews Fives 2009 Plate Champions.

In the Cup Lokomotiv Firebox powered past Mattel with a 7-1 win, and Turner won an 8-2 victory over Amethyst Diamonds. MK Donuts and Thumbs Up played out the day’s only draw to bring penalties, where MK Donuts held their nerve to progress. The other qualifier was Lego who eased past Hit Entertainment 3-0.

Anyone predicting close semi’s was to be disappointed – Turner saw off the in form Firebox 5-1 while Lego notched a 71 win over MK Donuts, meaning that both teams would go into the final on a high. A great final it was too – Turner just edged it 3-2 to be crowned the very first ToyNews Cup champions.

With the final results decided, all that was left was to award the Player of the Tournament, nominated by the referees, and the Golden Boot for the tournament’s top scorer. Well done to Carl Lewis (Hasbro UK), whose haul of 16 goals took the Boot, and also to Paul Foley of Lokomotiv Firebox who was named as Player of the Tournament.

TOY TALK: FOOTBALL SPECIAL

www.toynewsmag.com

71

So near, yet so far for Plate runner-up Hasbro

Grant & Bowman took the Plate home

Carl Lewis from Hasbro was the tournament’s top scorer

Simon Bowman limps out early on

Runner-up Lego’s late rally wasn’t enough to win the Cup final AUGUST 2009

72

TOY TALK

4T2

AMETHYST

FIREBOX

GRANT & BOWMAN

LEAPFROG

LEGO

MATTEL

MEGA BLOKS

TOMY

GROUP STAGE RESULTS

AUGUST 2009

Group A

P

W D

L

MK Donuts Lego UK Amethyst Diamonds G&B FC LeapFrog

4 4 4 4 4

3 2 2 2 0

0 1 1 0 0

1 1 1 2 4

Group B

P

W D

L

Lokomotiv Firebox Thumbs Up Hasbro UK 4T2 Brutal Deluxe Megablokes

4 4 4 4 4

4 3 2 0 0

0 0 0 1 1

0 1 2 3 3

Group C

P

W D

L

Turner Hit Entertainment Mattel Tomy Dinamo Toybilisi

4 4 4 4 4

2 2 2 0 0

0 0 0 3 3

2 2 2 1 1

F

A GD PTS

14 9 5 28 10 18 18 11 7 14 14 0 5 35 -30

F

9 7 7 6 0

A GD PTS

26 9 17 12 18 12 6 9 15 15 0 6 12 22 -10 1 11 24 -13 1

F

A GD PTS

25 6 19 21 11 10 14 6 8 5 23 -18 6 25 -19

8 8 8 1 1

Amethyst Diamonds Lego UK Amethyst Diamonds MK Donuts Amethyst Diamonds G&B FC Leapfrog Amethyst Diamonds Leafrog

4 2 7 5 3 2 2 4 0

-

1 1 2 1 3 0 13 5 10

G&B FC MK Donuts LeapFrog LeapFrog LEGO UK MK Donuts LEGO UK MK Donuts G&B FC

4T2 Brutal Deluxe Lokomotiv Firebox 4T2 Brutal Deluxe Hasbro UK Thumbs Up 4T2 Brutal Deluxe Hasbro UK Megablokes 4T2 Brutal Deluxe Megablokes

1 4 4 2 5 3 3 2 4 4

-

4 2 4 6 1 7 4 9 7 6

Hasbro UK Thumbs Up Megablokes Lokomotiv Firebox Megablokes Lokomotiv Firebox Thumbs Up Lokomotiv Firebox Thumbs Up Hasbro UK

Dinamo Toybilisi Mattel Dinamo Toybilisi Hit Entertainment Tomy Dinamo Toybilisi Hit Entertainment Turner Dinamo Toybilisi Turner

3 7 1 2 0 1 5 1 1 4

-

10 2 10 2 10 4 2 1 1 4

Hit Entertainment Tomy Turner Mattel Turner Mattel Tomy Mattel Tomy Hit Entertainment

TOY TALK

73

MY No.1s Andrew Mallendine,

HASBRO

UK Sales Controller, Turner Media Innovations

HIT ENTERTAINMENT

MGA MK DONUTS

THUMBS UP

TOYNEWS

TURNER

KNOCKOUT STAGE RESULTS Cup Quarter Finals Lokomotiv Firebox Mattel

Cup Semi Finals 7 1 Lokomotiv Firebox Turner

Turner Amethyst Diamonds

Cup Final

1 5

8 2 Turner Lego

MK Donuts win 2 -1 pens

MK Donuts Thumbs Up

3 3 MK Donuts Lego

Lego Hit Entertainment

1 7

CUP CHAMPIONS TURNER

3 0

Plate Quarter Finals

Plate Semi Finals

G&B FC Megablokes

6 1

4T2 Brutal Deluxe Dinamo Toybilisi

5 3

G&B FC 4T2 Brutal Deluxe

Plate Final

6 4 G&B FC Hasbro UK

Tomy Leapfrog

3 2

7 3

Tomy Hasbro UK

1 11

7 2

PLATE CHAMPIONS G&B FC

AUGUST 2009

Number one album: Leftfield. Leftism. A classic mix of dance and chilled perfection.

------------------------------------------------------------------Film: The original Star Wars. Still as watchable as ever after all these years.

-----------------------------------------------------------------------------Book: National Geographic The Photographs – I can spend hours looking through these amazing shots.

-------------------------------------------------------------------TV programme: Have I Got News For You, which for me is the only guaranteed laugh-out-loud comedy show on TV – even after all these years.

-----------------------------------------------------------------------------Number one single when you were born: Tommy James and the Shondells – Mony Mony.

Some would say very apt.

---------------------------------------------------------------Hero: David Attenborough.

The man with the best job in the world.

-------------------------------------------------------Thing to do at the weekend: If the weather’s good, the park with the kids by day, followed by a BBQ and bevvies at night.

-----------------------------------------------------------------------------Gadget: My Vespa (does that count?). The best mode of transport in London -----------------------------------------------------------------------------Team: Manchester City – 2012 Champions League Winners (Really.)

-----------------------------------------------------------------------------Tipple: Magners Irish Cider -----------------------------------------------------------------------------Piece of advice: My mum always says: ‘Treat others as you would wish to be treated.’ I think the world would be a better place if we all followed that maxim.

--------------------------------------------------

74

FEATURE PLANNER

SEPTEMBER 2009 Games & puzzles ● Pre-Christmas TV-advertised products ● Children’s bikes ● Brand Licensing show preview contacted us. We also have a special children’s bikes feature in conjunction with ToyNews’ sister magazine BikeBiz.

Our Brand Licensing preview will focus on what the major licensors will be showing at Olympia, but you’ll need to hurry if you haven’t already

Editorial deadline: Call for details

Advertising deadline: August 14th

’T DONOUT! MISS

OCTOBER 2009 Brand Licensing show issue (Extra circulation)

Wooden toys

Electronic toys & TV games

Increased licensing content and increased distribution at Olympia for our Brand Licensing special. If you’re a licensor or potential licensee you need to be in it.

Beloved of parents and toy traditionalists, our Sector Guide will have so much wood there’s a genuine danger of getting a splinter.

A particularly wideranging and strong sector for toy retailers with VTech and Leapfrog leading the pack in TV-related lines alongside plenty of plug and play offerings.

Editorial deadline: August 14th

Advertising deadline: September 11th

FORTHCOMING EVENTS AUTUMN FAIR 09 September 6th - 9th NEC, Birmingham www.autumnfair.com

THE LICENSING AWARDS September 10th Royal Lancaster hotel, London www.thelicensingawards.co.uk

BRAND LICENSING EUROPE 09 September 30th - October 1st Grand Hall, Olympia, London www.brandlicensingexpo.com

CHINA TOY EXPO October 14th-16th Shanghai new international expo centre www.shanghaitoyexpo.com.cn

TOYZERIA October 29th- November 1st Istanbul World Trade Centre www.toyzeria.com

DREAM TOYS October 28th St Mary’s Church, London www.dreamtoys.co.uk

US INTERNATIONAL FALL TOY PREVIEW October 6th - 9th Dallas Market Centre TX www.toy-tia.org

HKTDC HONG KONG TOYS AND GAMES FAIR January 4th-7th 2010 Hong Kong Convention & Exhibition Centre www.hktoyfair.hktdc.com

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

AUGUST 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.

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