ToyNews Issue 99 November 2009

Issue 99

November 2009

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

INSIDE…

ALL BLOCKED UP Lego boss Marko Ilincic on the firm’s stellar year of sales.

GET IN GEAR! TThe he ALL-NEW, revved -up Power Rangers toy line!!

Available December 2009 FIGURES • VEHICLES • MEGAZORDS • ROLE PLAY

GUIDE TO CHILDREN’S TV What’s on offer from the major commercial kids’ channels.

BRAND LICENSING VIEWS Toy and licensing folk add their thoughts on this year’s show

MATTEL’S WWE PLAN What’s in store from the wrestling brand’s new licensee

New TV series starts Spring 2010 on GMTV

Bandai B andai UK K Limited Limit t: 01489-790944 e:: general@bandai.co.uk ral@bandai.co.uk @ i k TM & © BVS Entertainment Inc. and BVS International N.V.

Contents REGULARS 4

News

6

Appointments

8

Exclusive NPD analysis

10

TV ad spend data

12

TV ratings

15

Campaign of the month

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

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

Katie Roberts Deputy Editor katie.roberts@intentmedia.co.uk

John Barratt Sales Executive John.Barratt@intentmedia.co.uk

LICENSING 18

News

20

Brand Licensing Europe views

23

Mattel’s WWE deal

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

FEATURES 25

Kids’ TV special

30

Lego’s block busting year

35

Spring/Summer ranges

47

Pre-school toys

Jon Salisbury Contributor

SPEND, SPEND, SPEND

THERE WAS certainly no sign of any recessionlike symptoms at the recent Brand Licensing Europe show at Olympia. In fact, it was by far and away the best and busiest show in its history.

Indeed, I’m starting to see that it is only the firms that are continuing to spend money and remain committed to backing their brands and products with advertising and marketing that are winning the day during this recession.

Firms that are continuing to spend money are winning the day during this recession.

jon@wotkidzwant.com

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

RETAIL

COMMENT

Editorial: 01992 535646 Advertising: 01992 535647

60

Counter Insurgent

60

Price Check

61

Retail Charts

62

New Products

AUDITED CIRCULATION:

63

Hero Product

Average Net Circulation: 6,011 July 1st 2008 to June 30th 2009. www.toynewsmag.com

Intent Media is a member of the Periodical Publishers Associations

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

Our recent interview with Flair’s Peter Brown bears out the theory and now Lego has revealed that its own sales are almost 25 per cent up on last year. A figure that would be remarkable even in a good year, let alone a flat year like this. And Lego, which celebrated its 50th anniversary last year, has successfully navigated its way through more than one recession. Good product is always important, but upping marketing spend and continuing to invest in those new lines has been the real key to Lego’s year.

Although there have been job cuts here and there, thankfully the industry hasn’t witnessed large-scale closures and, of course, this will have had much to do with some frugal management.

But where will those companies that have chosen to batten down the hatches be when the market starts to pick up and their competitors have strengthened their hand and increased their shelf space? Is business as usual even enough?

Don’t go to sleep. You might not wake up.

Ronnie Dungan ronnie.dungan@intentmedia.co.uk

4

NEWS

Gogo’s Crazy Bones Powers on Latest series of the playground craze is released in the UK ● New trading card game set to add another dimension

by Katie Roberts MORE THAN 18 months after its launch, the Gogo’s craze is showing no signs of fading out as distributor Magic Box adds a new range.

Power Gogo’s features 90 new characters to collect along with a trading card game to add another dimension to the experience.

Ben Harper, director of Magic Box, commented: “Demand still exceeds supply and we are currently seeing an unprecedented level of retail and consumer interest for our fourth series. There is certainly no sign at all of a decline in interest.”

The latest series will be supported with a five-week TV-advertising campaign as well as a sampling drive giving away around 250,000 free packets to children.

Magic Box is also currently running a nationwide swapping and gaming tour, taking in ten locations in the UK and Ireland.

New MD for John Crane JONATHAN THORPE has joined John Crane as its new MD. He will take overall control of the general running and direction of the business in conjunction with the current management.

Thorpe returns to the toy trade having more recently been involved in the gift industry. His CV includes stints with Fisher Price and Playmobil in the UK and US and more recently with International Greetings at its gifting and Far East divisions.

Eponymous boss John Crane commented on the appointment: “I am delighted to be working with Jonathan and will be supporting him in fulfilling many of his new responsibilities. Which also means I will be in a position to have more time to spend on customer interaction and new product.”

NOVEMBER 2009

Power Gogo’s features 90 characters to collect...

Harper sees no signs of the craze dying out: “We have a number of very exciting new series planned for 2010 and beyond that. We are constantly looking to innovate and believe we will be able to continue to do that throughout 2010.

“We also believe that the introduction of a broad and varied range of licensed products will really help to reinforce the popularity.”

Power Gogo’s has sent this brand into the stratosphere. It’s the hottest thing out there.

MD of Bulldog Licensing, which represents the brand, Rob Corney said: “Power Gogo’s has sent this brand into the stratosphere.

“It’s already the hottest thing out there at present and now everybody wants to get their hands on this new set, while the added dimension offered by the trading card game is also causing huge excitement.”

Magic Box: 01403 251286

Topps launches Match Attax ad blitz Huge-selling collectable football game gets refresh for 2009-2010 season

by Ronnie Dungan TRADING CARD specialist Topps has launched a promotional campaign for its Match Attax football cards.

Initial figures show the collection is building on its existing popularity, with one national retail chain reporting a sales increase of 71 per cent, compared to last year’s launch, according to Topps.

Traffic to the website, www.matchattax.com, has also hit new highs with a remarkable 45,000 visits on the weekend prior to launch, and saw 16,000 registrations over three days.

Sales got a further boost with a two week promotion with The Sun and News of the World, which gave Match Attax extensive editorial coverage in the newspapers as well as additional prime time TV advertising.

As well as The Sun promotion, the product launch has been supported

The latest Match Attax range receives national press boost...

with a £750,000 TV campaign; an extensive covermounting and editorial campaign with children’s magazines continuing until Christmas, and a half-term tour that took the collection to 20 shopping centres across the UK and Ireland.

The latest Match Attax release is a selection of over 440 special cards which will include, amongst other things, all new manager cards and special i-Cards that enable collectors to play, collect and compete online with other fans across the world.

In addition, the collection will feature a number of limited edition

and promotional cards, including rare signed cards from Premier League stars Theo Walcott, Shay Given and Kolo Touré.

The collection has an estimated retail sales value of £32.2m in the UK and Ireland.

Topps estimates it has around 1.5m UK collectors, which equates to approximately one in every 2.5 boys between seven and 13 years-old.

Six card packs retail at 50p, starter packs including a pitch, binder and limited edition cards are £4.99, and 64-page collector guides are £1.99.

Topps: 01908 561588

NEWS

www.toynewsmag.com

Rampant Lego’s banner year Bumper 12-months for construction specialist ● Board games project bears fruit

5

Awards boost for BTHA

by Ronnie Dungan BUCKING INDUSTRY trends and economic gloom, Lego says it has seen sales grow by nearly a quarter on last year and anticipates yet more growth in 2010.

Speaking exclusively to ToyNews, Lego’s UK MD Marko Ilincic said the firm’s sales so far this year have exceeded its own forecasts.

It has continued to back its launches with significant marketing spend, in particular backing its first foray into the board games market.

“We did anticipate modest single digit growth, but the reality is about 24 per cent up. So we’ve compensated for Woolies and then some,” he continued.

“We’ve grown market share and sales. We had five per cent of the total UK market in August and 4.1 per cent of the market for the year to date. We’re firmly established as the third largest toy manufacturer.”

Next year’s product slate is also looking strong for the firm and will include its first Disney-licensed products based on new film releases –

Toy Story 3 and Prince of Persia products will boost the 2010 offering..

Toy Story 3 and Prince of Persia.

“The whole industry is holding its breath,” added Ilincic. “I’m confident 2010 will be another strong growth year. It’s not built on a

house of cards. It’s built on strong retail relationships.”

(To read the full interview with Ilincic go to page 30) Lego: 01753 495000

Cluedo celebrates 60th Hasbro launches nationwide campaign to back milestone anniversary for brand

by Katie Roberts A HEAVYWEIGHT TV campaign running for two months until midDecember will kick off Hasbro’s plans to raise awareness of murder mystery game Cluedo’s 60th year.

The firm has also teamed up with a national daily newspaper to run a double-page spread on the anniversary, including an interview with inventor Anthony Pratt’s daughter.

The newspaper will also launch a competition for the UK’s best crime writer. Readers will be invited to send in short detective stories using characters and rooms from Cluedo and the winner will have their story published in a further double-page spread in a November edition.

As part of a partnership between the

Hasbro and the Crime Writers Association (CWA), Colin Dexter, author of the Inspector Morse books will kick off the competition with a short story in which Morse is bought back from the dead. The CWA will also endorse and judge the entries to the competition.

Finally, Hasbro will run a radio day in November in association with a celebrity crime writer.

Hasbro’s senior brand manager for games, Craig Wilkins, told ToyNews: “Cluedo is without a doubt one of

the most recognisable and endeared board games around. Characters like Miss Scarlett and Colonel Mustard are known around the world, so if you mention them to anyone they’ll know what you’re talking about. It’s very rare that a game should have such an impact on our lives.

“To mark the occasion, we will be unveiling a plaque at Hasbro’s UK office that is dedicated to the memory of Anthony Pratt and the invention of this extraordinary game.”

Hasbro: 0208 569 1234

THE NEXT BTHA Retail Awards, look set to be the biggest ever as an upsurge of interest saw the number of nominations almost double.

Nominations for the awards have seen a huge increase, but the trade body had to remind tardy retailers to send in completed entry forms by the deadline.

Critics have previously complained they do not represent a broad cross-section of the toy retail landscape. However, whilst many have been quick to criticise they have been slower to fill in and send back entry forms for their stores.

The BTHA hopes to further simplify the process next year to increase the number of responses.

Winners of this year’s awards will receive an electronic kit to enable them to display the winner’s logo and assist with local publicity.

“We’re really pleased to have increased the number of nominations, and we hope to see these convert into actual entries,” said the BTHA’s director of communications, Natasha Crookes.

The awards take place on Tuesday, January 26th, at Banqueting House in Whitehall, London, starting at 7.15pm.

BTHA: 0207 701 7271

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

mobile.toynewsmag.co.uk

BOOKMARK US TODAY NOVEMBER 2009

6

APPOINTMENTS

INDUSTRY MOVES New CEO for Treasure Trove, Woodward departs Coolabi, Horton re-emerges in nursery sector…

FROM LEFT: Tony Mills, Robert Marick, Janet Woodward

Treasure Trove has appointed Tony Mills as chief executive following an 81 per cent increase in sales over the last 12 months.

Mills is also an investing shareholder and has become a director. He has experience across a wide range of businesses, including four years as managing director of Breyer UK. Mills will maintain his role as European marketing director for Breyer.

The appointment of a chief executive is part of a restructure at Treasure Trove which sees former Brio MD Paul Sirrett joining the board and Robin Bennett becoming chairman.

Tony Mills commented: “I am delighted to be taking on this exciting new role in what is a dynamic and committed company with fantastic style and culture.

“It is performing well in difficult conditions and I am greatly looking forward to the challenge of sustaining and accelerating this growth, as I believe Treasure Trove is uniquely placed to provide exceptional product distribution to both equine and toy channels.”

The Gloucestershire-based company has been awarded the exclusive UK and Ireland distribution for Brio and has also taken on the UK and Ireland distribution of both Safari – an American replica animals brand – and Breyer, the equestrian model maker, over the last 12 months.

20th Century Fox has named Robert Marick as executive vice president of licensing and merchandising, with immediate effect.

Marick will oversee the worldwide licensing of Fox’s portfolio of film and television properties across platforms such as interactive gaming, themed entertainment, TV promotions, literary publishing and an array of consumer product categories. He will manage both the LA and Londonbased operations.

He arrives at Fox from the Walt Disney Company, where he spent over a decade in the consumer products, music group and home entertainment divisions. Prior to this, Marick served as VP of sales and marketing at Time Warner’s WEA. “We are thrilled to bring Robert on board in this key position,” said Gary

Newman, Fox chairman. “Robert has an incredible track record and has done outstanding work on building global businesses and franchises for such companies as Disney, Time Warner and Mattel. We know he will bring a fresh perspective to this vitally important area of our company.”

Michael Dee is taking over as Coolabi’s director of content, with Janet Woodward leaving the firm after six years.

Woodward, the company’s head of licensing, has resigned and left Coolabi at the end of October.

She is taking a career break and has no plans to move to a new post, but will continue to work with Coolabi in a consultancy role.

Michael Dee will take on the fulltime post of Coolabi’s director of content. As part of this role, he’ll be responsible for the group’s licensing and merchandising activities.

He has nearly 20 years’ experience in the industry, latterly as development director at Walker Productions. Previous roles include strategic director at Chorion, where he was responsible for the roll-out,

development and planning of properties such as Mr Men and Noddy, and head of pre-school IP and Children’s Brands at BBC Worldwide.

Commenting on her departure, Janet Woodward said: “I have had a wonderful time working with a great team helping to build Coolabi and expand its licensing base. I have long intended to take a break from fulltime work at some stage and with the company stronger than ever, I felt this would be an ideal time to take some time off.”

Jeremy Banks, Coolabi chief executive, added: “We are of course very sad to see Janet go. However, thanks to her consultancy role it is not goodbye. We are also delighted to announce that Michael Dee has become full-time director of content within the company. He has long been a valued member of the team and this expansion of his role is well deserved.”

Former Corgi and Radica boss Denis Horton is now in the nursery sector.

He is currently executive vice president international of Summer Infant Europe, whose line-up ranges from baby monitors to nursery furniture.

08

NPD RESEARCH

Retail Sales Trends

Properties

Summer trends end, as Christmas season looms WITH THE end of summer and back to school activity assisting the toy market in the UK, there have been some strong sales in many key categories, providing the industry with at least some light at the end of the tunnel.

As the market starts preparing for the crucial sales period in the last three months of the year, and parent’s minds turn towards their child’s Christmas wish list, it is the building sets category which continues to grow the most. Lego dominates it with a wide range of products appealing to different age groups, capturing both children and collectable enthusiasts alike. The top eight properties in the category all belong to Lego with Lego Star Wars still number one, having reached its ten-year anniversary.

Lego City is in second place with only Mega Brands’ Magnext and Meccano being the two non-Lego properties in the top sellers at nine and ten respectively.

Driven largely by the back to school run, arts and craft continues to perform ahead of last year with all sub-categories showing strong growth, especially crayons and sets and reusable compounds.

The plush category also grows when looking at the weekly sales through September, driven by the success of Timmy Time, with both the Night Night Timmy and Talking Timmy items in the top ten best sellers. However, the number one item is ITNG 12” talking plush.

Sales (value, year on year) Week 39 2008

Week 39 2009

25,030,112

22,634,176

Source: NPD

NOVEMBER 2009

-10%

Week 39 2009 (Value) 1. Ben 10 2. Star Wars 3. Transformers 4. Barbie 5. Lego City

Top Selling Infant Toy (by value) Week 39 2009 In addition, the launch of the new Waybuloo plush range in week 39 had two items in the top ten plush best sellers for the week – the Waybuloo Beanie Assortment and De Li Talking Plush.

Barbie has moved up the rankings with the launch of Barbie and the Three Musketeers on DVD and the accompanied toy range. The Corrine Doll has been in the top three best sellers for fashion dolls

First Steps Babywalker, Vtech

The building sets category continues to grow the most. The top eight products all belong to Lego, with Lego Star Wars still number one and Lego City in second place. Only Magnext and Meccano break up the chart.

Other new launches include Mega Brands’ Battle Strikers which has made a strong impact in the ‘all other toys’ category, contributing to the continued growth of the sector and dominating the best sellers of miscellaneous toys for the last two months.

Ben 10 has regained the top property spot for the month and Transformers is now at number two.

every week during September.

As the true test of the toy market’s resilience in 2009 kicks into gear, with Christmas just over the horizon, many manufacturers and retailers are hoping that this year will improve at last. With the enthusiasm and energy seen in recent launches and trade shows, it should be an exciting last few months of the year.

Average Price (from weeklies)

UK Toy Sales

Top 5 Properties

Week 39 2008: £6.89

Week 39 2009: £6.57

Top Selling Pre-school Toy (by value) Week 39 2009

My Laptop, Vtech As the peak season arrives for toys, a closer look at the Infant and Pre-school categories shows that the top sellers in each sector for week 39 are not new items, but have had strong sales throughout the year.

Although both items are high priced, they are both the top sellers in terms of units, as well as value, for the week.

NPD RESEARCH

www.toynewsmag.com

09

Retail Sales Trends TOP SELLERS WEEK 39 (£ SALES - VALUE)

TOP SELLERS WEEK 39 (UNIT SALES - VOLUME)

1

KIDIZOOM CAMERA

VTECH

1

HOT WHEELS BASIC CAR ASSORTMENT

MATTEL

2

FIRST STEPS BABYWALKER

VTECH

2

BEN 10 ALIEN FORCE 10CM FIGURES

BANDAI

3

STAR WARS CLONE WALKER

4

MY LAPTOP

5

BOP IT

6

BEN 10 ALIEN FORCE 10CM FIGURES

7

TRANSFORMERS MOVIE DELUXE FIGURES

8

HOT WHEELS BASIC CAR ASSORTMENT

9

BARBIE DOGGIE PARK

10

BAKUGAN STARTER PACK

LEGO

3

LITTLEST PET SHOP GET THE PETS

HASBRO

VTECH

4

PLAY DOH SINGLE TUB

HASBRO

HASBRO

5

CARS VEHICLES

BANDAI

6

BAKUGAN BOOSTER PACK

HASBRO

7

TRANSFORMERS MV2 MOVIE LEGENDS

MATTEL

8

STAR WARS CLONE WALKER

MATTEL

9

BIONICLE 2HY CANS 2009

LEGO

10

BIONICLE AGORI

LEGO

SPIN MASTER UK

TOP SELLERS WEEK 38 (£ SALES - VALUE)

HASBRO LEGO

TOP SELLERS WEEK 38 (UNIT SALES - VOLUME)

1

FIRST STEPS BABYWALKER

VTECH

1

HOT WHEELS BASIC CAR ASSORTMENT

2

KIDIZOOM CAMERA

VTECH

2

PLAY DOH SINGLE TUB

3

STAR WARS CLONE WALKER

4

BEN 10 ALIEN FORCE 10CM FIGURES

5

TRANSFORMERS MOVIE DELUXE FIGURES

6

HOT WHEELS BASIC CAR ASSORTMENT

7

BIONICLE 2HY CANS 2009

8

BABY ANNABELL DOLL

9

SMART TRIKE PLUS GIRLS

10

BEN 10 AF KEVIN’S CRUISER

LEGO

3

BEN 10 ALIEN FORCE 10CM FIGURES

BANDAI

4

TRANSFORMERS MV2 MOVIE LEGENDS

HASBRO

5

LITTLEST PET SHOP GET THE PETS

MATTEL

6

GOGO CB EVOLUTION BOOSTER

LEGO

7

CARS VEHICLES

ZAPF CREATION

8

BAKUGAN BOOSTER PACK

MOOKIE TOYS

9

TRANSFORMERS 2 ROBOT HEROES

10

BIONICLE 2HY CANS 2009

BANDAI

MATTEL SPIN MASTER UK

MATTEL HASBRO BANDAI HASBRO HASBRO MAGIC BOX MATTEL SPIN MASTER UK HASBRO LEGO

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

10

ADVERTISING TRENDS

MARKETING SPEND ANALYSIS MONTHLY SECTOR SPEND MONTH SUB MARKETS

OCT-08 SPEND* (£)

NOV-08 SPEND* (£)

DEC-08 SPEND* (£)

JAN-09 SPEND* (£)

FEB-09 SPEND* (£)

MAR-09 SPEND* (£)

COMPUTER/ELECTRONIC GAMES

£6,920,121

£16,399,769

£12,143,356

£1,635,060

£3,328,213

£4,191,499

TOYS & GAMES/PRESCHOOL/LEARNING AIDS

£11,258,348

£10,737,054

£3,393,653

£500,683

£1,272,725

£1,696,079

TOTAL (ALL)

£18,178,469

£27,136,823

£15,537,009

£2,135,743

£4,600,938

£5,887,578

3.57%

15.04%

10.89%

0.28%

-13.69%

-20.03%

YEAR ON YEAR DIFF %

MONTHLY ADVERTISING SPEND (12M TO SEPT ‘09)

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%

Character Options has moved from 11th position to number seven this month.

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 APR-09 SPEND* (£)

MAY-09 SPEND* (£)

JUN-09 SPEND*(£)

JUL-09 SPEND* (£)

AUG-09 SPEND* (£)

SEPT-09 SPEND* (£)

TOTAL SPEND* (£)

£4,428,238

£3,818,533

£4,617,387

£3,358,066

£2,039,982

£4,300,981

£67,181,208

£2,431,837

£1,773,351

£809,642

£803,129

£2,261,174

£3,860,148

£40,797,825

£6,860,075

£5,591,884

£5,427,029

£4,161,195

£4,301,156

£8,161,129

£107,979,033

-28.23%

-27.34%

-27.86%

-36.92%

-26.05%

2.76%

-6.19%

TOP 20 ADVERTISERS (YEAR TO DATE SEPTEMBER 2009) COMPANIES

PERCENTAGE OF ALL SPEND NINTENDO 22.2% ELECTRONIC ARTS 9.7% ACTIVISION 5.3% HASBRO 5.1% MATTEL 5.0% UBI SOFT 3.3% CHARACTER OPTIONS 3.1% CAPCOM 3.1% FLAIR LEISURE PRODUCTS 2.9% SCEE 2.6% THQ 2.5% ROCKSTAR GAMES 1.8% THE LEGO GROUP 1.7% SEGA 1.6% CODEMASTERS 1.6% VIVID IMAGINATIONS 1.4% BANDAI 1.3% BLIZZARD ENTERTAINMENT 1.2% ZAPF CREATION 1.2% EIDOS INTERACTIVE 1.0% TOTAL (TOP 20) TOTAL (ALL)

Flair is sitting pretty in ninth position in the charts.

CHANGE (JAN ’08 - SEPT ‘08 VS JAN ‘09 - SEPT ‘09)

77.4% 100%

11.8% 85.3% -35.8% -24.5% -65.7% -41.6% -27.9% 273.0% 8.1% 28.0% -10.3% -60.7% 24.6% -61.1% 108.5% -55.0% -40.6% 83.4% 26.7% 26.7% -15.4% -21.4%

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 SEPT 09 TIME

TITLE/DESCRIPTION

1

8:14

2 3

SHOWS ACROSS ALL TIMES YTD SEPT 09 OOOs

%

BATMAN: THE BRAVE AND THE BOLD GMTV1

173

15.0

2

9:09

SPONGEBOB SQUAREPANTS

GMTV1

164

12.7

16

17:25

HARRY AND TOTO

CBEEBIES

158

9.5

10

4

16:35

MI HIGH

BBC1

156

11.3

4

5

16:31

GASTRONUTS

CBBC

154

12.1

6

16:05

SCHOOL OF SILENCE

BBC1

153

7

17:17

DANI'S HOUSE

CBBC

150

8

17:24

BIG & SMALL SONGS

CBEEBIES

149

9

8:29

PHINEAS & FERB

GMTV1

145

64 ZOO LANE

CBEEBIES

142

7.0

10 18:28

CHANNEL

AIRINGS

TIME

TITLE/DESCRIPTION

CHANNEL

OOOs

% AIRINGS

10:01

BASIL'S SWAP SHOP

CBBC

169

10.8

2 8:50

POWER RANGERS JUNGLE FURY

GMTV1

166

13.2

64

3

16:35

THE LEGEND OF DICK AND DOM

BBC1

160

10.2

13

4

8:03

BACK TO THE BARNYARD

GMTV1

157

18.5

20

3

5

16:20

SKUNK FU

BBC1

157

10.5

1

13.0

3

6

16:35

HORRIBLE HISTORIES

BBC1

156

11.8

11

10.2

6

7

8:34

SPONGEBOB SQUAREPANTS

GMTV1

156

16.0

91

9.1

2

8

16:05

SCHOOL OF SILENCE

BBC1

153

13.0

3

14.4

8

9

16:35

LITTLE HOWARD'S BIG QUESTION

BBC1

152

9.5

13

4

10 8:50

BEN 10

GMTV1

149

13.6

66

COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) SEPT 09 1

1

1

COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) YTD SEPT 09

TIME

TITLE/DESCRIPTION

CHANNEL

OOOs

% AIRINGS

16:15

HORRID HENRY

CITV

132

10.9

60

1

TIME

TITLE/DESCRIPTION

CHANNEL

OOOs

8:09

TOM AND JERRY TALES

GMTV2/CITV 103

%

7.8

AIRINGS

45

2 10:00

BARBIE - THUMBELINA

NICK JR

90

6.7

1

2 16:28

HANNAH MONTANA SING-A-LONG

DISNEY CH 102

7.1

5

3

7:30

BEN 10

GMTV2/CITV 82

6.7

38

3

16:15

HORRID HENRY

CITV

8.6

873

4

9:25

TMNT FAST FORWARD

CITV

76

5.4

8

4

8:27

JUSTICE LEAGUE

GMTV2/CITV 97

9.1

20

5

8:00

DINOSAUR KING

GMTV2/CITV 75

5.8

38

5

8:00

DINOSAUR KING

GMTV2/CITV 83

7.2

98

6

16:31

PAT & STAN

CITV

70

5.0

66

6

17:29

EMU

CITV

79

4.6

24

7

17:59

SCOOBY DOO - LEGEND OF VAMPIRE

BOOMERANG 69

3.3

1

7

16:29

MY GOLDFISH IS EVIL

CITV

79

6.4

96

8

7:32

SUITE LIFE ON DECK

DISNEY CH 62

4.3

73

8

10:34

A GRIZZLY NEW YEAR'S TALE

CITV

76

6.3

1

9

17:29

THE WORST WITCH

CITV

61

3.5

22

9

9:25

TMNT FAST FORWARD

CITV

75

6.0

68

JONAS

DISNEY CH 57

3.8

32

10 16:31

PAT & STAN

CITV

70

5.0

66

10 21:36

SOURCE: INFOSYS/BARB.

NOVEMBER 2009

NOTE: THESE CHARTS ARE BASED ON AVERAGE PERFORMANCE

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Timmy Time Vivid Imaginations Aardman’s Wallace and Gromit spin-off, Timmy Time, has proved a ratings hit on Cbeebies and Vivid is backing its toy line with a multi-media campaign featuring TV, press, online and PR… TIMMY TIME was the fastest growing new preschool and plush combined property for August according to NPD and the sixth fastest growing new property in the total toy market with currently five items in the top 50 pre-school licensed toys.

Vivid’s Timmy Time range covers all of the pre-school categories and combines collectability with key play patterns while while mirroring the programme’s themes of friendship, trust, sharing and creative play. The line-up includes a Timmy Time playset, plush, poseable figures, jigsaws, a game, feature plush, talking toys and a backpack and camera.

Timmy Time is being supported by strong TV scheduling and an integrated consumer marketing programme to continue the momentum behind the brand and create demand for the toy range in the run up to Christmas.

TV Vivid is supporting the toy range with a 600 TVR campaign promoting hero items, Night Night Timmy and the Nursery School Playset across both key terrestrial and satellite programming including GMTV, Five, Cartoon Network, Boomerang, Nick Jr and more.

Vivid has also teamed up with Nick Jr to secure the sponsorship of a time slot with Timmy Time-branded bumpers.

PRINT Targeting parents, Vivid is also supporting the range with a pre-school and parenting press campaign with full-page advertisements, advertorials, competitions and sponsorships.

Titles will include Mother & Baby, Practical Parenting, Pregnancy and Birth and CBeebies Art with a total reach of over one million.

Looking towards 2010, a Timmy Time magazine is planned for launch in April.

Vivid is supporting the toy range with a 600 TVR campaign promoting hero items.

PR To communicate the toy range, a media relations campaign is underway and will build towards Christmas. Encompassing products reviews, competitions and giveaways across key parenting and pre-school titles, national consumer press, TV and websites aimed at mums and their preschoolers the campaign is anticipated to have a total reach of 32 million. The Nursery School Playset has also been selected as a finalist in the Practical Parenting Awards.

ONLINE Timmy now has his own Facebook page which already has almost 4,000 fans. An unofficial Timmy site is also in existence and has thousands of users. The Timmy Time website: www.timmytimetv is enjoying 33,000 page views per month and now includes the recently launched Timmy’s Noisy Name Game on site.

TV adverts for the Timmy Time toy range are uploaded onto numerous social networking sites including YouTube.

NOVEMBER 2009

The UK’s only dedicated monthly licensing coverage

News • Media • Opinion

Show stories Pages 20-21 The figures show it was the most well attended BLE yet, but what did the industry think? ToyNews asks licensees, retail and licensors for their views…

News Pages 18-19 Hornby Hobbies makes the move into licensing with Rocket, The Fluffy Club gets new sponsor, Bandai snaps up Classic Media’s Tinga Tinga Tales…

Wrestle Mania Page 23 Mattel’s marketing director Erica Zubriski talks exclusively to ToyNews about the firm’s new master toy deal for WWE…

TV nation Pages 25-28 We offer an overview of the key children’s TV channels so toy firms can be sure their ads are hitting the right audiences, in the right places, at the right times…

18

LICENSINGNEWS

COMMENT SHOW GROWN UP FROM MID-MORNING on the first day of Brand Licensing Europe, it was pretty obvious it was going to be a cracker of a show.

Without fail, every single person we asked for feedback for both ToyNews and Licensing.biz was overwhelmingly positive. And we asked a lot of people, and not just the big exhibitors either. From those firms which had taken space on the showfloor for the first time, to licensees across all categories, retailers and general visitors, the only slight niggle we could unearth was about the food.

Even the venue (and I have to admit that Olympia isn’t my favourite) had been given a spruce up – the newly painted roof giving the show a light and airy feel.

Although, wi-fi throughout would have been the icing on the cake (Toy Fair organisers take note).

In fact, this year’s show has been described to me as everything a good exhibition should be. Jessica Blue and her team at Advanstar were universally praised as getting it spot on once again.

BLE is no longer in the shadow of its US sister show. It’s a must-attend event in its own right.

So, to think that the sharp increase in European visitors at BLE was simply down to the fact that fewer attended Licensing International in the summer, due to its move to Las Vegas, could demean their hard work somewhat.

I’m not denying that this wasn’t the case for some, but Advanstar has gone to great lengths over the past few years to make sure that BLE offers everything that the European licensing industry wants. And, by the strength of the comments we’ve received, it’s pretty much there.

As requested, the big names are back on the showfloor (albeit still with a couple of notable exceptions, but that’s not to say they’re gone for good) and not hiding away in meeting rooms. The Screening Suite, TV Lounge and Retail Buyer’s area have all gone down well.

The addition of the Interactive Gaming Zone was a superb idea, as many licensors look to move their brands into that space.

BLE is no longer in the shadow of its US sister show.

It stands up as a must-attend event in its own right, and I believe that would be the case wherever Licensing International was held.

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

Hornby Hobbies readies licensing push Ambitious company teams with Rocket Licensing to bring Scalextric, Airfix and Corgi ‘super brands’ into new product areas...

by Samantha Loveday ROCKET LICENSING and Hornby Hobbies will be targeting a range of new product categories for the Scalextric, Airfix, Hornby and Corgi brands following their tie-up.

The two companies will be eyeing up the apparel, footwear, bags, houseware, stationery, gifts and cards areas, as well as books, music, video games and accessories for all of the brands.

In addition, Airfix is also a candidate for fashion, paper and technology-based categories.

“Our ranges have a unique and lasting appeal, combining nostalgia, stylish products and classic names with themes of adventure and high technology,” said Rob Watson from Hornby Hobbies. “But to bring these brands to market required an intelligent and sympathetic licensing partner able to leverage the tremendous awareness and fondness among fans, old and young, for these brands.

Rocket is definitely that partner.”

Charlie Donaldson, joint MD at Rocket, added: “Airfix, Corgi, Hornby and Scalextric

have been the ‘superbrands’ of childhood creativity and excitement for many decades and, with their enduringly popular themes of travel and technology, not to mention the recognised quality of product, will remain successful for even longer.

“We are thrilled to have been offered the opportunity to create a licensing programme for these exceptional brands.”

One of the highlights of Rocket’s stand at Brand Licensing Europe was a full Scalextric race track, with visitors being challenged to notch up the fastest ten-lap time. John Carolan, buying manager, Tu Clothing at Sainsbury’s was the eventual winner.

Rocket Licensing: 020 7207 6242

Chicco sponsors The Fluffy Club GMTV HAS revealed baby and pre-school firm Chicco as the new sponsor for its The Fluffy Club programming block.

The company will sponsor the strand seven days a week, comprising weekend mornings on ITV1 and weekday mornings on the channel’s ITV4 platform during the autumn.

The sponsorship deal will see a mixture of 15 and 20-second strings featuring Chicco’s range of baby and pre-school products and toys.

“We are delighted to welcome Chicco on board as the sponsorship partner for The Fluffy Club,” said Dave Murphy, GMTV Kids business manager. “As a brand, they offer the best in baby and pre-school products and

so complements perfectly the top UK produced pre-school shows offered by The Fluffy Club.”

The Fluffy Club attracts an average of 106,000 kids and a 14.7 per cent share.

GMTV: 020 7827 7000

LICENSINGNEWS

www.licensing.biz

Industry lauds best BLE ever

IN BRIEF

But was increase in Euro visitors all down to Licensing International’s Vegas switch?

UNDERGROUND TOYS GETS FOX’S AVATAR Underground Toys has inked a UK deal with 20th Century Fox L&M to produce a line of gifts inspired by James Cameron’s Avatar. The first wave of products will arrive in early December alongside the movie.

Fox L&M: 020 7437 7766

by Samantha Loveday THIS YEAR’S Brand Licensing Europe has been widely praised as the best in the event’s 11-year history.

The show attracted a record attendance of 4,862, up 13.5 per cent on 2008. Retail buyer attendance grew by seven per cent, but the big talking point has turned out to be the growth in European visitors. Overseas visitor numbers rose to 1,307 – an increase of 33 per cent – while the showfloor held a record number of European exhibitors, 32 in total.

These figures have led to speculation that many Europeans chose to visit London rather than Licensing International in June because of its move to Las Vegas.

“The EU visitors I spoke to confirmed that they now view BLE as the key licensing show of the year because Las Vegas is so difficult for them to get to,” said Janet Woodward, head of licensing at

MATTEL TIES WITH ITV Some of Mattel’s famous board game properties - including Scrabble, Pictionary and Uno - are to be turned into TV formats and multi-platform offerings after the firm struck a deal with ITV Studios.

Mattel: 01628 500000

Coolabi. This view was shared by Max Arguile, licensing manager at GB Eye, who said: “Now that the US show has moved to Vegas, I think a lot of the Europeans are giving that a miss and doing BLE instead.”

But, Georgiann DeCenzo, executive VP of Advanstar Communications (above), told ToyNews that BLE’s success had nothing to do with the citing of the US show.

“The 13.5 per cent increase in visitor numbers is directly related to

the tremendous efforts over the past four years of the European team to create an event that matches the demands of the European licensing industry. Resistance to Vegas only came from New York-based companies and this has diminished since our successful show this year.

“Both events complement each other perfectly and our US and European teams will continue to develop and grow both shows in 2010.” www.brandlicensingeurope.com

Bandai bags Tinga Tinga Tales rights CLASSIC MEDIA enjoyed a busy Brand Licensing Europe, revealing a number of deals including the appointment of Bandai as the master toy partner for Tinga Tinga Tales.

Bandai will now launch a broad range of toys based on the property, with the collection expected to arrive in the UK in late 2010. The firm joins Penguin Group in the licensing programme, which is the master publishing partner.

Tinga Tinga Tales is due to make its broadcast debut in early 2010.

19

“Bandai’s commitment to innovative product development and the long-term growth of key brands make then the ideal partner to bring Tinga Tinga Tales to life in toys,” said Classic Media’s Andrew Kerr.

Classic Media has also agreed a deal with Timeless Films to produce a feature-length 3D animation of Postman Pat. Due in autumn 2011, it will be produced in the original stop frame animation with added 3D and CGI effects.

Classic Media: 020 8762 6200

PERFECT RECALL FOR VIVID...

RDF Rights has confirmed that Vivid will launch Wogan’s Perfect Recall board game exclusively in Asda stores across the country.

... AS BBC ALSO SIGNS FIRM Vivid has become the UK master toy partner for new BBC pre-school show ZingZillas. The firm is eyeing up a Christmas 2010 launch for toy product which will include musicalthemed plush, plastic, play-sets, role play, outdoor and games. It also has the manufacturing rights for EMEA, Australia and New Zealand.

Vivid: 01483 449944

GROWTH AT CHAPMAN Chapman has added two new series to its portfolio. Little Charley Bear has been acquired by Cbeebies and will air in 2011. Meanwhile, Mackinnon & Saunders’ Rah Rah The Noisy Lion will be co-produced

by Chapman at its studios in Altrincham, also airing in 2011.

Chapman: 0870 403 0556

TRENDS HAS A BLAST Science specialist Trends has been appointed as the first toy licensee for Richard Hammond’s Blast Lab products. The deal with DCD Publishing will see it roll out a line of science toys for the hit BBC2/CBBC programme.

DCD Publishing: 020 7297 8000

Visit www.licensing.biz to register for the Daily News Digest and Newsflash services ALL THE LATEST NEWS & VIEWS DIRECT TO YOUR MOBILE PHONE WHEREVER YOU ARE

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NOVEMBER 2009

20

LICENSING BRAND LICENSING EUROPE REVIEW

BLE 2009: The Reaction This year’s Brand Licensing Europe has been given almost universal praise from exhibitors and visitors. Overall attendance was up, retail attendance grew and there were more European delegates than ever. Samantha Loveday and Katie Roberts have been gathering industry opinion...

“The show had an air of excitement and movement. It was busier than last year on both days, with positive meetings across all brands. Judging from my meetings and people I spoke to, there was a clear increase of international attendees, which is brilliant for our business and a sure sign that BLE is growing and maturing into one of the must-attend shows in our industry.”

Angeles Blanco, Head of International Licensing, RDF Rights “BLE was spot on for us. As a first time exhibitor, it fulfilled both objectives of raising awareness and bringing quality visitors to our stand.

The venue works well with its high roof, spacious feel and natural daylight, which makes a massive difference to such an intense two day run of uninterrupted meetings.”

Michael Gottlieb, Head of Licensing, DCD Publishing

BLE has cemented its position as the must-attend show in the licensing calendar.

Paul Bufton, General Manager, WBCP UK “We felt we were busier than last year. I think the show worked well.

Advanstar have worked hard at pulling the threads of licensing together so there is a good mix of retailers, new licensees, existing licensees and press contacts. We had some excellent dialogue with new contacts and retail buyers, which is always welcome. We will definitely be there in 2010; I think it is a must do event.”

Ian Downes, MD, Start Licensing NOVEMBER 2009

“BLE is a significant show that we hope to be part of in the future.

It’s important for us to support our industry and have an active presence. Overall the show was very busy and had a real atmosphere. Licensee meetings for the sales team were primarily deal-focused rather than general catch ups. This was a real deal making show for Nickelodeon.”

Clare Piggott, VP Consumer Products, Nickelodeon UK “Jessica Blue and her team should be congratulated on delivering on their commitment to securing an increased number of retail and overseas visitors; their presence was notable, not just in terms of sheer numbers but also the seniority of the attendees and their ability to make business decisions. It was great to see.

BLE has definitely cemented its position as the must-attend show in the licensing calendar.”

Paul Bufton, General Manager, WBCP UK “There was a good positive atmosphere around the show and it was great to see so many people there. People seemed ready to do business. While the show was very busy, two days still works well for us. It makes for a more focused show, which ultimately provides us with more results.”

Ben Jackson, Brand Licensing Executive, NMSI Trading “For Chorion, the show was as busy as last year and the mood was buoyant, with everyone willing to do business. I was also struck by the number of retailers attending the show who were all very keen to develop ongoing relationships across all product categories.”

Mel Humberstone-Garley, UK Territory Manager, Chorion

“Traffic felt about the same, but there was a high quality of international visitors, more so than last year.

We enjoyed the venue and will definitely be back again next year.

There was a strong retail attendance and an improvement in Europe attendance.”

Val Fry, Director of Licensing, Chapman Entertainment “There was an excellent buzz around the show and I was very impressed with how busy it was; it was very worthwhile attending. I feel that it should be extended for a further day. I would like to attend some of the seminars, but due to the number of showcases and appointments which I had, I found it hard to schedule them into my itinerary.”

Alison Pilgrim, Senior Licensing & Brand Development Manager, Golden Bear “There was a real buzz and a genuinely positive feel to the show.

The people we spoke to this year were undoubtedly more interested in doing business and more open to ideas and discussion. There was a very high level of footfall traffic.”

Rob Wijeratna, Joint Managing Director, Rocket Licensing “The show was incredibly buoyant; there was a great buzz. People were there to sign deals and take licences, not just kick tyres. The quality of the visitors was fantastic and the venue was perfect. I do think it should be a three-day show. In fact, I have felt that way for the last ten years. A two-day show is too demanding and too intense.”

Janet Woodward, Head of Licensing, Coolabi

“I thought it was busier this year. The visitors were of a great quality and variation.

But two days is just enough. If people stay organised and efficient it is ample time to do what needs doing.”

David Ball, Managing Director, Performance Brands “I thought Wednesday in particular was a great day; what all good exhibitions should be like, lots of activity and busy stands. Just a great buzz about the place. One of the best BLE days I can remember.”

David Scott, Managing Director, Rainbow Productions “The show seemed much busier than last year, especially on Wednesday morning – you couldn’t move near the entrance of Olympia.

It was a great opportunity to catch up with the licensors since Vegas and I think it works well in its current two-day format. Perhaps a third day would be too much, however it would give you more time to attend the various seminars.”

Darrell Jones, Marketing Director, Bandai

www.toynewsmag.com

“We had a fantastic fair. The quality of visitors was great and we had a lot of very interesting walk-ons too. We will be back in 2010. I would like to see a three day show, but with the last day ending earlier to maintain the momentum to the end of the day.”

Katie Foster, Brand & Licensing Director Europe, LazyTown “I enjoyed the show very much and the event remains a useful forum to discuss current and future properties. It’s a great place to network and meet with licensors under one roof.”

Phil Ratcliffe, Sales & Marketing Director, MV Sports “The show was an enormous success.

The most notable increase came from the number of retailers and international clients we met. One of the great things about Brand Licensing Europe is that it’s an inclusive show from very small agencies right through to the very largest.”

Rob Corney, Managing Director, Bulldog Licensing

BRAND LICENSING EUROPE REVIEW LICENSING

“The show was certainly busy and the whole team was rushed off their feet. BLE is a key show for 4Kids and the chance to meet with all our EMEA partners under one roof. We are certainly happy with the venue and will always have a presence at the show. Buyers are also beginning to realise that BLE is a must-attend event and a very worthwhile day out of the office.”

Victoria Charles, Senior Marketing & Communications Manager EMEA, 4Kids “It was definitely worthwhile exhibiting and, with the market as it is, absolutely essential. The retail attendance was particularly good and European attendance was also very high. The quality of walk-up traffic was particularly high and we have a number of very promising leads as a result. I think a three-day event could work better.”

Mark Hurry, Legal & Commercial Director, PPC Enterprises

21

“The best Brand Licensing show to date in my opinion. It was evident by walking the aisles and the continuous traffic on our stand that numbers were up and we were encouraged to see such a significant turnout of retailers and overseas visitors. We very much look forward to returning to the show in 2010.”

Alan Fenwick, VP, Turner CN Enterprises “BLE is now a truly would class event; the experience that it offers visitors is second only to the US show in June. The single biggest surprise was the number and quality of retailers in attendance.”

Julian Day, VP, UK Consumer Products, Ludorum “I thought the show in general was strong, with some great brands in attendance. It provided a great platform to meet with licence holders and to start thinking about the opportunities for 2010/2011.”

Maxine Lister, Merchandising Manager, HMV NOVEMBER 2009

LICENSING MATTEL/WWE

www.toynewsmag.com

23

Tight fit The popularity of the WWE brand just seems to keep on growing and Mattel will be looking to give it a further boost as the new master toy from January 1st, 2010. Samantha Loveday met the team – and WWE Superstar Batista – to find out what’s coming up…

WWE IS already one of the largest boy brands in the toy market and, from January 2010, its presence on retail shelves will undoubtedly get even bigger as new master toy Mattel begins its product roll out.

“WWE is a massive global brand, appealing to kids of all ages, so it is a great fit for Mattel,” marketing director Erica Zubriski explains to ToyNews.

“We’re excited about its superstar status and there’s lots of collateral that we can work with in terms of design and innovation – we can bring a lot of excitement to the category.”

Mattel started off by doing its research into the property, discovering why it’s so popular and understanding the appeal of WWE to its wide fan base. It’s mainly a boys target market, of course, but Zubriski and her team found that the age range is very wide. To this end, Mattel is developing a vast product collection with items which will appeal to boys aged five to seven right up to adult collectors.

“The action figures already have a massive following; collectors as well as the core audience,” Zubriski continues. “You’ve got generations now involved with WWE. Also, in terms of content, they always have new events; it’s got 30 hours of TV exposure in any given week and it’s always refreshing.

“There’s a wealth of material.”

Leading the line-up will be the FlexForce action figures, a range which Zubriski is particularly excited about as the flexible characters are able to perform their signature moves. “Each superstar has something which is very distinct to them and we’ve got that built into the action figures. There’s flips and all sorts of great stuff; it’s never been done before.”

To complement the figures, the Breakdown Brawl Ring will allow fans to recreate the action they see on the TV. Strategically placed launch points work with the Flexforce figures

Mattel’s marketing director Erica Zubriski and sales director Dominic Geddes with WWE superstar Batista.

And (right) how he looks in toy form…

and accessories, while if kids slam hard enough into the mat the ring breaks wide open.

real ‘super star scale’, complete with authentic tattoos and armbands.

Available in two packs, the collection

Each segment in the category is going to work together; the belts, the ring and the action figures, giving something where you can play out the complete experience. It’s a complete package.

Erica Zubriski, Marketing Director, Mattel Alongside Flexforce, a range of basic figures have been created to

will be updated throughout the year, including special editions showcasing

major WWE events from Wrestlemania through to Royal Rumble. An assortment of WWE Superstar Rings will also be available at launch, featuring tension ropes, turnbuckles and springloaded mats.

Completing the collection will be six-inch Elite Figures of WWE’s biggest superstars, which will feature deluxe articulation, detail and accessories such as tattoos, armbands and costume pieces, plus a line of three Title Belts.

“Each segment within the category is going to work together, so the belts, the ring and the action figures, giving something where you can play out the complete experience,” Zubriski says.

“It’s a complete package.”

Mattel will also be working closely with WWE on a number of event promotions, while Zubriski is also looking to return to TV with the line as well as tie up promotions with partners at retail level. Also, outside of toys there is already a comprehensive licensing programme for WWE – which is handled by CPLG – covering a wide range of categories.

It seems that Mattel has certainly listened to the desires of fans and is confident the new range can deliver.

“The innovation we’ve bought into the action figures, scale and the signature moves are all really important, as well as the detailing,” Zubriski continues.

“Everyone has been really positive and looking forward to launch. It’s the first time that any of those features have been available, so it’s something that everyone, particularly the strong collector base, is very much looking forward to.

“We’re committed to a long-term partnership so investment will be key. We will invest heavily in terms of promoting this and bringing it to market, and making sure that the innovation, coupled with the research and then the communication behind it, is something that’s going to bring this to a new level.”

NOVEMBER 2009

www.toynewsmag.com

KIDS TV LICENSING

25

TV nation Recent data has shown that those firms now spending less money on TV advertising are losing share in the toy and games sector. Samantha Loveday offers an overview of the key channels so toy firms can be sure their ads are in the right place, at the right time and seen by the right audience…

THE NICKELODEON NETWORK SIX CHANNELS MAKE UP the Nickelodeon network, targeting children aged two to 12. Premium viewing times are 7am-9am and 3.30pm-7pm weekdays, and 9am-12pm and 3.30pm-7pm on weekends and holidays.

With current most popular shows including iCarly, Spongebob Squarepants, H20 and Penguins of Madagascar on Nickelodeon and Dora the Explorer, Wonder Pets and Humf on Nick Jr, it’s no surprise to find out that ten million viewers per month tune into the Nickelodeon UK network.

COMING UP...

For 2010, there will be a host of new programmes – with three brand new series already confirmed – with a particular focus on live action. This includes an original UK production (co-produced with RDF Foundation), while Nickelodeon is also planning to increase its focus on music and content that appeals to teens.

The second half of 2009 saw presenters brought back to the channel – Ollie has already proved a hit on the recently launched 5-7pm TEENick block, while Laura Hamilton will be presenting the new breakfast segment on Nick Jr, Wake Up World.

Off air, key characters and experiential event activity in a number of locations across the UK will be taking place, while the consumer products division will continue to roll out licensed products to support the most popular shows.

ADVERTISING OPTIONS...

From an ad perspective, Nickelodeon is keen to attract new brands to air, as Bobi Carley, director kids at Viacom Brand Solutions, explains. “We will be continuing our successful Force for Enterprise initiative, which incentivises new or lapsed brands and entrepreneurial companies to TV,” she says. “This involves pound for pound value and full access to our creative services. We are determined to be as flexible as possible to accommodate advertising needs.”

In addition, VBS will be focusing more on ‘event programming’ around key programming.

“Whether via programme marathons and bespoke scheduling blocks or moneycan’t-buy prizes and short-form programming, Nickelodeon can provide its partners with a number of ways to align their brands with our expanding audience,” Carley continues. “There is a lot of interest in ad-funded concepts and retail promotions that will be developed in 2010.”

In addition, Nickelodeon’s various websites also offer commercial opportunities.

TOY FIRMS ALREADY WORKED WITH...

In 2009, Nickelodeon has worked with over 70 toy companies across TV, online and partnerships.

“There was a large drop in advertising spend from toy advertisers in the first six months of 2009,” Carley admits. “This was mirrored by a drop in retail toy sales.

There is no doubt that advertising expenditure correlates to sales. Those whose strategy has been to spend through the recession will undoubtedly see their share of voice grow and sales increase in the short and, we think, in the long-term.”

Carley says that this year has seen a significant growth in the number of sponsorship and promotions on the channel, with the promotional market starting much earlier, too.

“One major difference this year has been the increased presence of toy retailers on TV, especially this autumn with sponsorships and links on competition spots.”

WHY NICKELODEON..?

“Nick is the number one commercial kids network, 80 per cent of whom watch with their parents,” says Carley. “There is no better platform for retailers and toy manufacturers to sell toys... lots of them.”

NOVEMBER 2009

26

LICENSING KIDS TV

DISNEY CHANNELS

GMTV KIDS

THE DISNEY CHANNEL, PLAYHOUSE Disney and the newly named Disney XD make up the Disney offering. Premium viewing times are Fridays from 4pm on the Disney Channel; Mondays from 4pm-6pm and weekends from 8am on Disney XD; and weekends between 9am-10am, weekdays between 4pm-6pm and the bedtime block from 6pm-8pm on Playhouse Disney.

GMTV KIDS OFFERS THREE main programme strands: The Fluffy Club (pre-schoolers and their parents/guardians), Action Stations (boys aged four to nine) and Toonattik (boys and girls aged four to 11, although key age is seven to eight).

MOST POPULAR SHOWS...

Hannah Montana is still a major draw. Indeed, the new season notched up a record 3.2 million viewers in its premiere week back in March, including 1.6 million four to 15 year-olds. This made it the most successful series premiere ever on the Disney Channel UK. The first episode of the new season on March 2nd averaged over 400,000 kids and it ranked number one in its timeslot. Each premiere episode of Hannah Montana in its first week attracted a total audience of over 500,000 individuals over the age of four.

Meanwhile on Disney XD, Aaron Stone, Zeke and Luther, Phineas and Ferb, The Suite Life of Zack & Cody and Kids vs Kat are popular with viewers, while on Playhouse Disney Mickey Mouse Clubhouse, Handy Manny and My Friends Tigger and Pooh continue to fly the flag.

PREMIUM VIEWING TIMES...

The Fluffy Club: weekdays 8.35am-9.25am on ITV4 and the CITV Channel; weekends 6am-7.25am on ITV1 and the CITV Channel.

Action Stations: weekdays 6am-8.30am on ITV4 and the CITV Channel.

Toonattik: weekends 7.25am-9.25am on ITV1 and the CITV Channel.

MOST POPULAR SHOWS...

Fireman Sam, Fluffy Gardens, Spongebob Squarepants, Ben 10, Batman: The Brave and the Bold, Power Rangers, Shaggy and Scooby Get A Clue, Foster’s Home for Imaginary Friends, Jimmy Two Shoes and Fantastic Four among others.

AVERAGE VIEWING FIGURES...

Based on January to June 2009 figures, on average Action Stations reaches almost 400,000 children per week. Toonattik recently broadcast its 500th episode, reaching 6.6 million children since launch to become the number one kids’ programming block on commercial TV. Between January and June 2009, the strand has reached almost 650,000 children per weekend. In fact, at any one time over a weekend, an average of 153,000 children will be watching Toonattik.

ADVERTISING OPTIONS...

ADVERTISING OPTIONS...

Playhouse Disney recently signed a sponsorship deal with Smyths Toys Superstores which will run for the rest of 2009. The retailer has become the sole on-air sponsor of Mickey Mouse Clubhouse, with the four-month campaign including a ten-second dedicated sponsorship bumper to promote the association, targeting preschoolers and their parents.

The sponsorship is aiming to help drive consumer awareness of the launch of Smyths’ new Mickey range of toys, games, puzzles and home products, positioning the chain as ‘Destination Mickey’.

On-screen options range from spot ads through to sponsorships of key holiday periods and full sponsorships of the main programming blocks. Online, GMTV has a wide range of options including display advertising, pre-roll advertising, page takeovers and sponsorships, game design and hosting, as well as micro-site creation and hosting.

TOY FIRMS ALREADY WORKED WITH...

Spin Master has been one of the key supporters across the whole year with sponsorships on Toonattik and Action Stations, complemented by online activity.

GMTV has also created sponsorship partnerships with Chicco for The Fluffy Club and Sega for Toonattik. These two campaigns will comprise on-screen and online sponsorship activity for the remainder of 2009 and will both also roll into 2010.

Other key campaigns for the year include Batman: The Brave and the Bold with Mattel and work with Character Options.

WHY GMTV...?

“I believe we have responded well to the needs of advertisers this year to help them meet the changing demands of a volatile marketplace,” says Dave Murphy, GMTV Kids business manager. “Our audience across our programme strands is extremely stable, consistently delivering some of the strongest child audiences in the marketplace. With consistent audience performance in place, we are then able to look closely at each advertiser’s needs, providing original and bespoke advertising and sponsorship solutions, both on-screen and online. The number of advertising opportunities we have at our disposal, plus the ability to help produce various advertising and sponsorship creative options, means that we should now be able to help meet the majority of advertisers’ needs.”

NOVEMBER 2009

KIDS TV LICENSING

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POP TV CHANNELS

FIVE (MILKSHAKE)

THE POP NETWORK IS made up of Tiny Pop, Pop, Pop Girl and Kix with current popular shows including Milly Molly, Strawberry Shortcake, Oggy and the Cockroaches, Winx Club, Kix Flix and Princess Starla.

While programme schedules are not yet finalised for 2010, Pop has just secured series three of the Saddle Club, which launched on Pop Girl just in time for the October half-term holidays.

FIVE’S PRE-SCHOOL PROGRAMMING block enjoyed a bumper summer, with a number of top shows helping to boost its ratings.

Programmes including Thomas & Friends, Peppa Pig, Fifi and the Flowertots, Hana’s Helpline and The Mr Men Show helped total share for Milkshake’s weekday morning shows from July 1st to August 25th – among four to nine year olds – increase by 4.7 share points year on year.

In addition, among housewives with children from birth to three years-old it increased by 7.6 share points.

The strand will be looking to boost this further in 2010 with new shows Igam Ogam and Castle Farm, plus more episodes of Roary the Racing Car, Peppa Pig, Mr Men and Little Princess.

AVERAGE VIEWING FIGURES...

Peak viewing figures over the last couple of months have been 30,000 girls aged four to nine on Pop Girl, 50,000 four to nine year olds on Pop, 57,000 on Tiny Pop and 14,000 boys aged four to nine on Kix.

ADVERTISING OPTIONS...

“We offer a huge range of sponsorships across all our TV channels and their related websites, but prefer to develop bespoke solutions across TV and online to deliver client’s objectives,” explains Candida Jackson, sales director at Dolphin TV. “September saw Kix being sponsored by StinkBlasters, and we created stinky facts for the month to replace our gross fact break holders, while Jungle In My Pocket sponsored Bindi the Jungle Girl on Pop Girl.”

WHY POP TV..?

“All the kids channels offer an ideal environment in which to sell toys,” says Jackson.

“What is special about our channels is that they offer targeted audiences for a company’s different toys.

Also, all of our channels are on Freesat, which has sold over 500,000 boxes and is on course to reach its target of one million by the end of the year. The only other commercial kids channel on this platform is CITV. That, in combination with our increased investment in programming this year, is resulting in large growth in audiences.

“September saw an increase in our overall kids audience of 38 per cent year on year,” Jackson continues. “Of the kids channels, we now have a 14 per cent share of girls aged four to nine and are improving our performance in boys aged four to nine as well.”

ADVERTISING OPTIONS...

The channel offers spot advertising around all Milkshake programmes, sponsorship of the strand both on-air and on the website, online advertising and partnership opportunities.

Five is especially keen to assist ‘first time to TV’ children’s advertisers and is currently exploring how it might be able to work more closely with these companies across Q1 2010.

WHY MILKSHAKE...?

“Five is a ‘must-have’ on any TV plan targeting pre-school children or parents of pre-school children,” offers a spokesperson from the Five sales team. “It has the majority of the best performing pre-school programmes on UK television, much of which is British in origin and strongly endorsed by parents. It is available to all children in all homes and, despite increasing competition and audience fragmentation within the children’s TV market, it offers advertisers the ability to target large audience volumes at a cost effective price.

“Five continues to introduce ways of keeping children and their parents engaged with the Milkshake brand through initiatives such as the recent Milkshake Theatre tour and the Milkshake Shop, which offers advertisers the opportunity to showcase their products within the Milkshake website.”

NOVEMBER 2009

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LICENSING KIDS TV

CARTOON NETWORK CHANNELS MADE UP OF CARTOON Network, Boomerang, Cartoonito and Cartoon Network Too, a wide range of ages are catered for from two up to 11. Premium viewing times are between 3.30pm and 7pm with current popular shows including Ben 10, Star Wars: The Clone Wars, Chowder and The Secret Saturdays (Cartoon Network); What’s New Scooby-Doo, The Garfield Show (Boomerang); Go and Get a Grown Up, Fireman Sam, Land Before Time (Cartoonito); and The Grim Adventures of Billy and Mandy, X-Men Evolutions and Bakugan (Cartoon Network Too) among others.

COMING UP...

As you might expect, a plethora of new shows and episodes of existing programmes will be arriving across the network in 2010. On Cartoon Network highlights will be Ben 10: Alien Force, Bakugan, The Secret Saturdays and Star Wars: The Clone Wars; on Boomerang, The Garfield Show, Looney Tunes and Pink Panther & Pals; on Cartoonito, Go And..., CGI Fireman Sam and Care Bears; while on Cartoon Network Too highlights will be Ben 10 and Scooby Doo.

ADVERTISING OPTIONS...

Turner Media Innovations looks to create opportunities for brands across the entire Turner Entertainment portfolio (which includes TCM and Adult Swim, as well as the kids’ channels). Complementing the TV advertising business is a full range of media including online, interactive, digital TV, in-game, VOD, mobile and advertiser-funded programming. TMI’s network also extends to partnerships with retailers and publishers like IPC and Warner Bros.

“While it’s true that a number of the traditionally bigger-spending clients have reduced spend as a result of the current recession, seven of our top ten spending clients are actually spending more year-on-year, some as much as 62 per cent more,” says Andrew Mallandaine, UK sales controller at TMI. “Turner’s audience growth can account for some of this increased investment, another explanation is that clients are taking advantage of the improved value available in the kids TV market.

“The main difference this year has been the concentration of advertiser’s budgets into Easter and the autumn at the expense of the rest of the year.

Traditionally we would expect to see around 40 per cent of our revenue in the Easter and Oct/Nov period. This has risen to over 46 per cent in 2009 as advertisers seek to make every penny count at the key times.

“Additionally we have seen a big increase in sponsorship and promotional activity, up almost 40 per cent year one year.”

TOY FIRMS ALREADY WORKED WITH...

Bandai, Mattel, Hasbro, Spin Master, Lego, Character Options, Flair, Corinthian, Danbar and Tomy.

WHY TMI...?

“At Turner we invest heavily in in-depth consumer insights which we are happy to share with our clients in what we call our ‘Headspace’ days,” says Mallandaine.

“These allow us to be experts in the area of kids’ lives, media consumption, buying habits and changing interests. We use this knowledge to ensure that our clients’ campaigns are effectively targeted.

“2009 year to date, BARB (commercial impacts Jan-Sept) shows that we have the one and two channels for boys four to nine in Cartoon Network and Boomerang, whilst Boomerang is the number one commercial channel for kids four to nine and girls four to nine. Additionally, Boomerang is the number one commercial channel in the UK for mums watching with kids aged four to nine out of all channels (including non-kids), a very valuable dual viewing audience.”

NOVEMBER 2009

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BRAND FOCUS LEGO

Up on bricks Marketing its way out of any potential demand problems has seen Lego have a banner year, with UK sales exceeding its expectations. Demand continues to outstrip supply in certain quarters and next year’s range points to more success.

Ronnie Dungan spoke to UK MD Marko Ilincic about how 2009 fitted together…

UK RETAILERS do like to get upset with Lego. It seems to be their favourite topic. But it’s only because they love it so much. Truth is they, literally, can’t get enough of it.

And no wonder. This year has been a vintage year for the firm’s UK operation and has far exceeded its own modest growth expectations.

Everyone wants Lego, customers and retailers alike.

You can blame the shortage on James May if you like, but the fact is, Lego sells too quickly.

“Since the fall of Woolies,” explains UK boss Marko Ilincic, “the prospect of any significant growth in 2009 looked severely hampered. We did anticipate modest single digit growth, but the reality is about 24 per cent up. So we’ve compensated for Woolies and then some.

We did anticipate modest single digit growth, but the reality is about 24 per cent up. So we’ve compensated for Woolies and then some. We’ve grown market share and sales.

Marko Ilincic, UK MD, Lego “We’ve grown market share and sales. We had five per cent of the total UK market in August and 4.1 per cent of the market for the year-to-date.

We’re firmly established as the third largest toy manufacturer.”

Like many who have experienced an uplift in this difficult year, its success has also been linked to its marketing spend.

“I can’t really comment on how other companies are doing but we have significantly increased our marketing spend this year,” says

Ilincic. “Having been through this sort of economic cycle a few times, as a long-established company we knew that’s what we had to do.”

So Lego is going great guns this year, enjoying success with its core products such as City and the Power Miners range and even its foray into the games has yielded good results.

It is much in demand, as always.

And therein lies the problem for retailers, particularly from the independent sector who constantly berate the toy supplier for not ever having enough stock. Ilincic says the company is always trying to achieve the best balance with product distribution.

“The key is better control of supply to fulfil demand. If you were to take our turnover from 20052009, we have doubled the business in the UK. There’s probably not many companies that can say that.

By any judgement that’s a significant increase. So we have to supply a heck of a lot more product to the UK market. Is it enough? No. “Every single independent you speak to will have increased their sales on Lego. Many have grown their Lego business by 30 per cent.

Are we supplying more? Yes. More in volume? Yes. Is it enough? No. But we have doubled our investment in manufacturing machine utilisation and next year it will increase again.

“Most of the indies are up with double digit growth. The frustration for them is that they can’t get enough product.”

A victim of its own success, which has included its first foray into the board games market with its buildable games line.

“The new games range is simply flying. We have the top-selling children’s game at the moment, which is phenomenal.

“I was involved with the games project early on, so I was an advocate from the start, which is why we launched it in the UK first.

BRAND FOCUS LEGO

www.toynewsmag.com

“We’ve already planned to roll it out globally next year and there’s nothing yet to suggest we should alter those plans.”

Eight SKUs have already been launched and new games will be arriving next year.

Among its core products, Power Miners has been a success story.

“That has been phenomenal since its launch in January and it’s one of the ranges which has contributed to that frustration at retail I think.

“City has also done well. It’s a classic evergreen and goes from strength to strength and the Star Wars range still has a lot to offer.

“All our core themes are up, even Duplo and Technic.”

Next year is also looking strong for the firm as it will include its first

The new games range is flying. We have the top-selling children’s game at the moment, which is phenomenal.

Disney-licensed products based on new film releases – Toy Story 3 and Prince of Persia.

“The whole industry is holding its breath,” adds Ilincic. “I’m confident 2010 will be a strong growth year. It’s not built on a house of cards. It’s built on strong retail relationships.

“We’ve got a Disney range coming and there’s a heavy focus on Toy Story 3. Prince of Persia is going to be big too and we’ve got an Atlantis theme launching in January, which we think is an even stronger proposition than Power Miners.

“We’re forecasting growth again for City and Star Wars.

We’ll have a full year of games sales too.”

31

He also hinted at a new product line which could be unveiled at Toy Fair, and would take Lego into another new area.

“It’s not directly because of the success of games, but it is part of our strategy to grow and to do that we need to look at extensions to our core areas.”

Growth has been driven by Lego’s increased marketing commitment throughout this year, and the bankable Toy Story 3 range is sure to bring home the bacon next year, too.

The challenge, as ever, will be for the firm to keep up with the demand it creates.

NOVEMBER 2009

Discover the World of Already a household name in Germany, particularly for its signature range of intricate wooden toys from rattles and push-along toys to construction blocks and puzzles – HABA is quickly gaining similar recognition both in the UK and globally.

For more information about HABA's extensive range of toys Email: sales@haba.co.uk

The core of HABA’s corporate philosophy is children – so it’s hardly surprising that while its business is about making beautiful toys – it also places huge emphasis on protecting the environment for the next generation. It is this dedication to eco-friendly products that is fast tracking HABA to the top of consumer wish lists.

received from UK consumers so far. Like their German neighbours, British parents are increasingly looking at environmental issues as well as quality and value for money when buying toys for their children.

”Sales of our toys have increased steadily in the last year and HABA has also recently received several prestigious awards, which Not only are HABA’s wooden toys made from further endorses our products and projected sustainable beech wood, but are coloured with sales for 2010.” water-based, ecological solvent-free lacquers.

Cut-outs from its production of children’s Today, wooden toys are just a fraction of furniture are used to manufacture toys and off- HABA’s huge catalogue of products for all cuts of waste wood used to fuel the factory. ages including soft toys, outdoor toys, books, games and puzzles. There are numerous new Martin Nield, HABA’s UK Manager, comments: products in the pipeline for spring and “While the HABA name is still quite new to the summer – visit www.haba.co.uk or email: UK, we have been delighted by the welcome sales@haba.co.uk for more information.

has three boxes of fabulous toys to give away – worth over £100 each.

Simply answer the following question: What wood is traditionally used to make

A. Pine

B. Oak

C.

Beech

toys?

D.

Plywood

Answer the question correctly and send your answer, name, company name & address to toynewscompetition@intentmedia.co.uk by November 30th 2009

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SECTOR GUIDE SPRING/SUMMER RANGES

35

Spring fever With 2010 now fast approaching, and firms readying their new ranges for the show season, we found out what is being planned for the all-important spring/summer launches…

HASBRO

Strawberry Shortcake has a new look for 2010 with new styling and a berry scent.

The Mini Doll segment will include a DVD in pack featuring an 11-minute adventure animation.

FurReal Friends welcomes Snuggimals – palm sized feature plush pets. The puppies and kittens will benefit from a TV campaign in early spring/summer.

Hasbro will also introduce new style Littlest Pet Shop pets to collect.

Baby Alive will see the introduction of My First Sips n Cuddles, a soft-bodied doll suitable for ages 18 months and up.

My First Sips n Cuddles makes sipping and gurgling baby sounds.

Finally My Little Pony, the evergreen girls’ brand, has introduced new features with the Hair Play assortment.

020 8569 1234

Now kids can style Cheerilee and Starsong with snap on hair features.

Super Long Hair Rainbow Dash has extra long hair that can be plaited and tied up. The Family Car Vehicle Pack will also feature a DVD including two new 11minute stories.

Iron Man 2, the next instalment in the toy line will be released in spring 2010.

The franchise is backed up with the animated show on Disney XD, showing five times a day and then the movie sequel release in April 2010.

Hasbro will launch a range of action figures, vehicles and role-play to hit all boy play patterns. The firm will leverage the movie release and TV support and retail themes will be maximized and PR will support the launch.

SPIN MASTER

Aimed at boys aged five to nine years, Mighty Beanz are zany and eccentric plastic bean characters, which have unpredictable movement.

Each bean belongs to a Bean Team and carries a rarity level to signify its value, the idea being to swap, collect and race your Beanz. There are five team members and 20 teams available in total per season, launching with 100 Beanz in season one.

The pocket money purchase will be supported by a significant TV campaign, covermount sampling, collector posters and in-store display units. Retailing from 99 pence to £12.99 March 26th will see the release of the Dreamworks film How to Train Your Dragon. Spin Master will be launching a

MATTEL Easter 2010 sees the launch of a new step in Barbie Entertainment. Barbie in A Mermaid Tale will, for the first time, combine reality with fantasy in a film targeting older and younger girls alike.

Mattel has also created a supporting toy and licensing range.

Also new is the I Can Be collection.

The Barbie I Can Be Digital Doll range features a selection of careers and each doll comes with a code that unlocks online content where girls get to further try out the careers. The I Can Be collection will benefit from TV advertising, online and girls press activity and extensive PR. Further into 2010, Mattel will present a range of core Barbie products. Stand out products include the H20 Design Studio and Pups Go Potty. The Fashionista dolls will see new additions including ‘Hottie’ Ken. Plus, Mattel will introduce the new collectable mini doll range Mini B, including dolls, rings and key-chains plus accessories, vehicles and fashion-themed play-sets.

Polly Pocket kicks off 2010 with a range of fashion, adventure and water play-themed products.

08708 508408

range of toy dragons, action figures and role-play items, each one capturing the characteristics and personalities of the characters and incorporating articulation, working accessories and features. Aimed at boys aged three to six, the range is priced from £4.99 to £14.99 and will be supported with a promotional programme from Dreamworks Animations.

Spin Master will also be offering fans of Chaotic Trading Cards the opportunity to collect 2.5” collectable Chaotic Figures. These detailed sculptures come with a nine card Booster Pack containing the online gaming codes and retail at £5.99 each. The first wave will include eight of the most popular characters from the series.

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The brand will introduce an impulse purchase line featuring 50 characters with new waves throughout the year.

Marketing includes a revamp of www.pollypocket.co.uk plus TV advertising, online and press activity, plus PR and viral.

Also for girls, Password Journal from Radica Girl Tech remains in the spotlight throughout the year, with a marketing campaign including PR. Boys number one vehicle brand (NPD Vehicles Super Category Aug 2009), Hot Wheels, continues. Colour Shifters

Power Creatures feature memory paint enabling four colours on every vehicle, activated with warm or cold water. TV driver, the Octobattle play-set features a unique character. The Trick Tracks starter set gets a new robot theme with more inter-connectable stunt action.

Matchbox’s Mega Rig line goes jurassic with the 15 in 1 Mega Rig Building System. Kids can build and rebuild 15 different prehistoric vehicles.

The ‘buzz’ about Toy Story will continue throughout 2010 with additions to the action figure collection

including 6’’ Woody and Bullseye and 12’’ Talking Jessie. Mattel will also launch games and a track set. Alien Freefall adds a Toy Story twist and classic kids games Junior Scrabble and Magic 8 Ball also get a Toy Story takeover. A Hot Wheels loop track set with Buzz Lightyear will also launch.

Mattel’s WWE collection is set for a spring launch with new rings, belts and figures. New for toys and featuring Flexforce, the action figures feature signature moves. TV driver and key play-set, the Breakdown Brawl Ring enables kids to recreate wrestling from the ring. A campaign featuring press, TV and PR will support the launch.

Mattel will also launch a range based on The Secret Saturdays, with a range for spring showcasing Zak and the family. TV item Zak’s Cryptipedia allows kids to unlock facts from their figures, featuring sounds and phrases.

2009’s launch of Batman: The Brave and the Bold has new collectable figures in 2010 including Plastic Man. From Fisher-Price, Waybuloo and 3rd & Bird continue to receive support throughout spring.

NOVEMBER 2009

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SECTOR GUIDE SPRING/SUMMER RANGES

TOMY

Micro Pets are back with bigger and better features. This time they are called Micro Pets-i and can walk, sing, talk and communicate with other Micro Pets-i. With the addition of a new LED light and AI sensor, the pets can also avoid obstacles and chase a ball or a child’s finger around for interaction and games. Depending on how you tap your finger, the pet can avoid your finger and any obstacles in its way, chase your finger or its ball or sing a song. Place two Micro Pets-i in front of each other and they will interact and sing together. There are nine pets to collect, priced at £9.99 each.

The Micro Pets-i launch will be supported by a marketing drive featuring a 300 TVR campaign running from January to June 2010, hitting key points such as Easter and half-term, an interactive website and a sticker pack giveaway and competitions in leading girls’ magazines.

The stickers can be used to decorate the Micro Pets-i and will also contain a special code which can be checked on the website to see if they have won a special edition Micro Pets-i.

0208 722 7300

The brand will also be supported by a PR campaign and promotions.

Play to Learn Pic ‘n’ Pop is a popper unit which gets toddlers on the move launching, chasing and picking up coloured balls. The Play to Learn Pic ‘n’ Pop is simple to operate. One click of a button on either side of the handle launches the balls from the chute onto the floor or ground. Kids can then chase the balls and pick them up with the popper, which sucks them back up the chute. With no batteries, it can be used indoors or out. Suitable for 18 months and over, it will retail at £19.99.

Play to Learn Pic ‘n’ Pop will be supported with a TV campaign in Easter 2010.

Tomy is launching a new addition to the Battle Deck racing sets. Now kids can take battling to a new level with the Battle Deck Lightning Jump. Either add the jump to an existing Battle Deck track or use it on its own. Includes two jump ramps, six additional pieces of track, sticker decals and the Fatal Web car from the all-new 'Spider' family of Battle Deck cars. Suitable for six years over and will retail at £12.99.

CHARACTER OPTIONS

Let’s Cook is a growing brand and gives children the chance to get creative with food. Spring 2010 will see a range of new items, which are to benefit from a strong TV campaign.

As the first non-sweet treat maker in the collection, the Crisp Maker allows kids to make crisps and snacks from potatoes and other vegetables in a few easy steps.

Alternatively, the new Cereal Bar Maker is another way to make nutritious, quick and easy treats using a variety of ingredients with breakfast cereals as their base. Other new products include a Chocolate Rotator.

HM Armed Forces will launch into spring with new items for role-play, together with new figures.

The first female figure will be a Navy medic and is introduced to the wide range already available. Three further action figures are also to be launched – one for each service – including a

VIVID IMAGINATIONS New for spring are additions to the AniMagic family. Buster and Scamp are newborn puppies and Daisy and Clover are newborn kittens. Each comes with a bottle, and sound effects.

Also new for spring are interactive hoppers. Patch My Hopping Guinea Pig or Bramble and Snowy My Hopping Bunnies. As part of the continued brand growth, AniMagic will also feature Fluffy and Honey with refreshed TV ads and packaging. Also features a new website at www.animagictoys.com.

Fifi has five new lines all under £10 for spring – Fifi poseable figures, Playtime tot beanies, Fifi and friends play-set assortment, Cook ‘n’ Clean and Splash ‘n’ Bath, Huggable assortment and the Fifi Fun Camera.

Roary sees two new TV-advertised play-sets this spring. The Pitstop Playset comes with ten pieces, a revolving control tower and working garage doors. Also new is the Rescue and Recovery play-set (£9.99), Roary’s friction car range also welcomes new character Nick the police car (£9.99) Timmy Time sees nine new lines under £15 for s/s. Painting Time Timmy, the Timmy Trike, Push-Along Vehicles; Poseable Figures and two new TV advertised play-sets including the

NOVEMBER 2009

0161 633 9800

Desert Sniper and Rifle, with a camouflage shawl and the added feature of hawk eyes.

HM Armed Forces represents a year round choice for boys with the introduction of lower priced items for launch in spring. These include some field essentials ideal for the outdoor months such as a Multi function watch, Water Bottle and Binoculars.

A strong licensed toy presence can also be seen from Character with the launch of new ranges for pre-school characters Peppa Pig, Fireman Sam and Postman Pat, plus new lines for Scooby Doo. Glow in the Dark will be the new theme to be seen for Scooby with new vehicles, figures, play-sets and more.

Finally, new lines will be introduced for the creative play brands. Bindeez, Mixi Chicks, and more. Last is the new Doctor Who range, in line with the fresh 2010 series.

01483 449944

Playground Play-set and the Showtime Play-set. Also new are Games Cards and the Sing-Along Musical TV and the Talking Phone.

Stunt Riderz is the new vehicle concept. Each rider has a vehicle and signature trick performed using the pull back cars, there are 12 to collect.

The Big Air Jump Zone and Freestyle Trick Zone are play-sets designed to test the riders’ skills.

The Freestyle Trick Zone includes Axel and his car Drift and Scratch and his car Decks. All of the pieces can be connected together to give ramps, stairs, slopes, ledges and curves.

Launch plans include a 550 TVR campaign, website and PR. The Dinosaur King spring range includes new lines inspired by season 2. The Dinosaur King figures increase the range to 72. Also available is the Raging Volcano Play-set (£19.99). The Dinosaur King Deluxe Bracer attaches to your wrist and swipes the trading cards. New characters will be added to the Roarin’ Transformin’ Dino’s and 15cm Deluxe figure assortments.

The Thinkway range grows to include Toy Story 2 animated characters including Jessie the yodelling cowgirl, Woody’s horse Bullseye and Mr and Mrs Potato Head.

Kids can colour Toy Story characters and scenes with Crayola’s Color Wonder Markers. Color Wonder features colourless inks and paints that show up only on Color Wonder paper.

3 in 1 Picture Magic has three activities in one. Trace magic stencils to reveal mystery animals, draw spirals with the spiral art maker and create patterns using the pattern plate.

Crayola also launches Glow Station On The Go. Using glow in the dark technology, now in a travel version.

Glow Station On The Go let’s you create with light anywhere.

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0118 929 852

PACKAGING IS SUBJECT TO CHANGE

UPPER DECK

SECTOR GUIDE SPRING/SUMMER RANGES

Kikaboo is the new hide-and-seek game with the added twist of interactive figurines and cups. The game is aimed at pre-school children aged three years and over and requires them to match characters on the cards, as well as find the matching character hiding under the 3D cups.

Children can also win cups in the game from each other, encouraging more social interaction and adding a twist to a classic memory game.

Kikaboo features characters from top pre-school licences.

The product, developed and distributed by Upper Deck, is a robust design especially for little hands with thick cards and large cups for easy pick up. The product offers three games in one made possible by using all the elements in different ways. Games include Kikaboo, Reverse Kikaboo or a classic game of snap and can also aid development of skills.

Kikaboo is launching in s/s 2010 with established Disney licences including Mickey Mouse Club House for boys and Disney Princess for girls.

SCHLEICH Schleich’s play worlds are set to be extended with the scheduled January launches featuring new additions to the animal worlds, plus accessories that will expand the play experience further.

The Wildlife and Farm Life collections see the biggest intake of animals including new breeds and new family members added to the ranges’ existing ones, together with new human figurines and accessories.

New additions to the Farm Life animals for spring include ducks, swans,

LEGO Lego is enjoying a succesful 2009 and is currently experiencing an 11 per cent YTD consumer sales growth (source August NPD). 2010 spring/summer ranges have been developed to further increase sales and drive both the construction category and growth within it through independent property introductions and the addition of a range of new licences.

Lego City continues to feature in the top 20 UK toy properties with an aim in 2010 to maintain and grow this position in the UK market. A recruitment into construction, the brand will continue to offer classic expandable play themes in 2010 including fire and farm, offering a new Fire Helicopter and a fully equipped Fire Station, with the new Pig Farm tractor, trailer and play-set designed to appeal to younger fans.

The Lego Star Wars property has grown into a strong, sustainable evergreen line that is currently the number one Star Wars licence in the UK and which celebrates its tenth anniversary this year. 2010 will see an expansion of the universe, introducing novelties and redesigned bestsellers designed to support demand from an existing collector base while also recruiting new fans.

01279 870000 Scottish highland cattle and a selection of horses.

Wildlife has some more unusual characters joining the line-up in the form of warthogs, tapirs, yaks and king penguins which will add worldwide variety to the reserve.

The combination of individual figures and accessories creates complete play worlds which children can bring to life in role-play scenarios, which will naturally develop a child’s language and social skills.

01753 495000

Lego Atlantis is the new independent play theme for 2010, fusing an underwater play theme with fantastical new creatures, detailed mini figures and deep sea vehicles to create the ultimate fantasy range. With strong marketing support planned from launch

in January 2010, the Atlantis range will include the Neptune Carrier sub, Guardian of The Deep creature and Gateway of The Squid play-set.

In 2010, Lego will launch a Toy Story range. Themed construction sets will be available on both Lego and Lego Duplo

sets, for children ages two to eight years. Lego Toy Story products based on Toy Story and Toy Story 2 will launch in January 2010, to be followed in June by construction sets based on the new animated feature. Toy Story 3 is scheduled to hit cinemas in Disney Digital 3D & 2D in July 2010. Toy Story–themed Lego Duplo products also launch in June.

A new action line of Lego construction toys based on Walt Disney Pictures’ and Jerry Bruckheimer Films’ Prince of Persia: Sands of Time, scheduled to release in May 2010, is also in development. Prince of Persiathemed Lego products are scheduled to launch in April 2010.

Bionicle continues and 2010 sees the introduction of the Star Collector Series with new editions of the six most popular Bionicle figures being reintroduced to the range.

Lego Ben 10 Alien Force gives boys an opportunity to recreate their own Ben 10 adventures with buildable action figures.

Now an established brand at retail, further Lego Games will be launched from January 2010, introducing a variety of challenging constructable board games for ages six and over.

NOVEMBER 2009

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BANDAI

2010 sees Power Rangers moving into its 17th consecutive year with the launch of RPM. The TV show kicked off on Disney XD this autumn with terrestrial scheduling following during spring. The new toy line will start shipping in January backed by a full year of TV advertising, PR and retailer promotions.

Ben 10 Alien Force continued its domination during 2009 establishing it as the UK’s number one licensed property and boys action brand (source: NPD). Next year sees the launch of a new Ben 10 TV show. The

VTECH VTech’s 2010 product launches feature some strong additions to its VTech Baby range. Designed with baby boys in mind, next year will see the arrival of two new role-play toys featuring fixing and measuring.

Boys can tap away with the new VTech Baby My First Tool Box (for 18-36 months). The interactive tool box has two different modes along with a removable hammer, screwdriver, wrench and saw. Including two sing-along songs and six melodies, baby can tap the nails, twist the bolts, turn the screws and saw away while learning numbers, shapes and colours.

The VTech Baby 1-2-3 Measure Tape (for 18-36 months) is a role-play toy with three easy to press buttons that introduce colours and tools. A sing-aalong song and six different melodies will encourage measuring, and once the tape is pulled, it will trigger different voices and songs at different points so baby can learn numbers whilst hearing melodies and sound effects.

Also new is the VTech Baby 1-2-3 Bouncing Bee for ages six to 24 months.

Featuring lots of varied textures to encourage tactile

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toy line will be further extended in spring to include new figures, vehicles, action game and role-play.

The Pokémon toy line will be refreshed with new products and will continue to receive both terrestrial and satellite scheduling across 2010.

Bandai successfully launched three girl’s brands during 2009 – KeyTweens, Star Friends and Harumika. New themed play-sets will be available for KeyTweens; new themed Star Friends clothes and accessories and a new Harumika set will also arrive in 2010.

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ESDEVIUM GAMES 01420 593500

The Gormiti Trading Card Game launches in spring 2010, taking the boys’ property into one of the most influential categories. The game will launch with a starter deck and booster packs, with additional sets to follow later in 2010.

The HeartGold/SoulSilver Pokémon video game launches in spring 2010. The first TCG set in the HeartGold/SoulSilver cycle launches in January. As always, additional sets will follow every couple of months.

The Cobi range of building toys is compatible with other leading brands, and offers both a low-priced alternative and a range of sets unlike those offered by major brands. Spring 2010 will see a new push on the Cobi offering, supported by a TV campaign around the Small Army range of sets.

FLAIR

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GOLDEN BEAR 01952 608308

Golden Bear has acquired the arts and crafts rights for Waybuloo. The range includes colouring and stamper sets, magnetic and felt picture boards, 3D picture build, card designer and carry cases.

The firm has also secured the rights for Timmy Time wooden toys. The new range includes a learning frame, snake domino and figurine sets.

Wooden toys have also been introduced into the My 1st JCB range.

These new items complement the existing range, specifically targeting the younger age group and include puzzles, jigsaws and a domino set.

A wooden learning frame has been added to the Peppa Pig range.

The In the Night Garden nursery range sees a new collection including harness buddies, rattles and teethers and snuggle blankies.

0208 643 0320

stimulation and discovery, this soft bee ball teaches numbers one to five, colours, shapes and insects. Watch as the light-up nose flashes along with the melodies with sound effects, encouraging phrases and two sing-along songs and a bouncing antenna for an extra buzzy bee.

As well as these additions to the range, VTech will be introducing new products created especially for bath time. Watch this space, as a new VTech Baby range will launch within the bath toy market, featuring products with added electronic learning features and VTech values.

Flair is introducing the Woodland Bus to Sylvanian Families. A Bus Driver and Conductor set is also available.

The Woodland Bus is part of the Village Green Theme, which also includes a Village Postman Set. Peter Petite the postie has a bicycle and collects from the pillar box.

Other new themes include the Courtyard Restaurant incorporating both house and a restaurant, and the new Rainbow Nursery Theme.

The Gormiti collection continues and spring sees a new series, Elemental Fusion. 35 new 3D figures will be launched, with a microchip which allows the figure to talk and is activated when placed on the Mystical Altar of Life (available separately).

Further figures and play-sets will be available under the Elemental Fusion

banner including the new Forest playset and 12cm deluxe action figures, while the introduction of the Elemental Transformer role-play line allows boys to communicate with characters.

GX Racers will have new cars and play-sets. The Magna Snake will launch in spring, which sees the 1:64 scale cars showing off gravity defying stunts.

GX Racers will be joined by GX Skate stunt skateboards and Quarter Pipe play-set. Single packs, mini stunt sets and the Quarter Pipe are available in spring, with more for autumn.

Flair Create boasts new products.

Zubber is a new modelling compound which moulds like dough and sets like rubber. String World is a patented string and glue combination. Draw the string on the peg board and leave to dry to create jewellery and more.

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SECTOR GUIDE SPRING/SUMMER RANGES

HALSALL

Halsall extends its Toy Story range to coincide with the film releases in 2010.

Launching for s/s is a Three Wheel Bubble Scooter featuring motorised bubble machine.

Halsall’s Peppa Pig summer 2010 line includes a Garden Set comprising wheelbarrow, lawnmower, watering can and garden tools. There’s also a Bubble Blowing Lawnmower, Wheelbarrow Set and Garden Caddy. The firm also introduces a folding Deck Chair and Oval Chair. For fans of Peppa’s brother George, there will be a Car Wash Kit. Halsall will also launch wheeled toy designs with Chuggington, Hello Kitty, Gormiti and Spider-man and presents new Bart and Lisa folding scooters.

Halsall has signed the licence for Roary the Racing Car three wheel and folding scooters to complement the wheeled toy range for s/s. There are extensions to existing wheeled toy ranges such as

MV SPORTS

Pioneering the Ben 10 wheeled range is the Monster inline scooter with compartment containing Ben 10 figures.

To coincide with the Alien Force series, the Omnitrix Inline Scooter includes a watch which activates on-screen alien identifier with lights and sounds.

Iron Man 2 is released in 2010 and MV’s range includes a new scooter concept incorporating an Iron Man 3D head with interactive lights and sounds.

With the return of Doctor Who in 2010, MV has designed a wheeled toy range with gadgets and gizmos.

Thomas & Friends, Bob the Builder and Fireman Sam properties will all be refreshed in CG formats and MV is reviving each range. In the Thomas Full Steam Ahead range, the rider generates engine sounds. Bob the Builder will also be refreshed, while Fireman Sam

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Fifi and the Flowertots, Baby Annabell and Baby Born, Hannah Montana, JCB and Gogo’s Crazy Bones.

The firm will also introduce a new range of Barbie inflatables, outdoor toys and pocket money lines. All items feature new packaging and graphics.

Halsall also introduces a range of Disney Fairies inflatables, outdoor and wheeled toys for 2010.

New pocket money items for Ben 10 include a Mini Boom Bat Set, Mini Skimmer Disc Twin Pack, Jet Glider and Paddle Bats all at a 99p price point.

Halsall has developed an own brand range called Dubble Bubble. A double wand provides double the bubbles. The collection includes solution bottles, a wand, gun and bubble machine.

New additions to the JCB line include a Ride-On Tractor with detachable Trailer and a 16” free-wheeling JCB Wheel Loader and Dump Truck.

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includes a Fire Extinguisher tri-scooter and a range with lights and sounds.

In s/s MV launches a range based on 3rd & Bird. This feature-driven range is themed around the Muffin character.

Kickmaster will sport a limited edition England-themed range. The new Hedstrom GMax Range is galvanized and includes five-year frame guarantee.

MV’s Gogo’s Crazy Bones plush contain authentic Crazy Bones figures.

The range includes 4” Clipper Keyrings and 6” Rare Reversers which can be turned inside out.

Goochicoo Dolls are four interactive plush dolls. Each character can perform seven functions and new characters and sizes are currently being established.

Fluffy Gardens plush is designed for age two plus, with 40 characters. The range includes 4” and 6” assortments.

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Learning Curve moves into 2010 with a reinvigorated collection for its Thomas & Friends range. A new entry point product is Henry & The Elephant Set. Retailing at around £20, the set is inspired by the Henry & the Elephant story and includes a cut-out elephant on the back of the packaging for interactive play.

Toby's Wind Mill Story Pack is an allin-one purchase to recreate Thomas stories. Tied to the storyline content, children can re-enact scenes and this add-on pack includes destinations, vehicles and track.

A similar play-set, Thomas & Bertie Story Pack, will be introduced in May to celebrate Thomas’s 65th Anniversary. The Carry Case Playmat addresses storage and travel considerations, allowing children a ready-made scene so that they can play and simply pack away.

Following the success of 2009’s CGI film – Hero of the Rails – new storybased character engines have been added to the collectible vehicle portfolio and will retail from £10 - £15.

GREAT GIZMOS

Once again, many science kits have joined Great Gizmos’ Science Museum collection, including everything you need to educate children about science: from discovering simple electronics to dealing with today’s environmental issues.

Next year’s line-up features five new kits; Potato Clock, Weather Station, Propeller Racer, Doodling Robot and Brush Robot. Each of these kits is easy to assemble and contains full detailed instructions and facts.

The collection of Green Science kits is also expanding. Kids can learn the science of cleaning and re-using water,

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Series 1300 and re-introduced characters will also be included in the new offering.

As part of Learning Curve’s brand development plans, the Caring Corners range will be TV advertised next year over Easter as it extends from the home into outdoors for 2010. The new line has been developed with the ethos to encourage connecting with nature and responsibility for the environment.

The line’s hero product, the Daisy Greenway camper van, is an interactive character-based vehicle to help children learn social and emotional skills through imaginative play and real-life experiences. Retailing at £24.99, Daisy Greenway includes more than 100 activities, words and songs for its target audience of girls aged three to six years.

The outdoor assortment packs offer stand-alone play value, as well as collectibility appeal and start from £6.99 for Floating with Froggies to £9.99 for a Sweet Tree Swing and £14.99 for Backroads Biking.

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by conducting interesting water purification experiments with the Clean Water Science kit.

Alternatively, they can explore the science of solar thermal energy and build miniature working models of a solar oven and a solar water heater with the Solar Science kit.

Also available is a selection of new craft kits, including My Finger Puppets.

With this kit, kids can create a variety of animal finger puppets using the pre-cut felt pieces and googly eyes. Also included is a 30cm tall, easy-toassemble puppet theatre together with a sample script.

Take your place at the largest toys & party show in the UK, and one of the largest in Europe

Book your place now at www.springfair.com Register for free by calling +44 (0)8445 888 071 or email visit@springfair.com Book a stand by calling +44 (0)20 7728 3505 or email sales@springfair.com

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VOLUME GIFT & HOME KITCHEN, DINING & HOUSEWARES ART & FRAMING GREETINGS & STATIONERY TOYS & PARTY FESTIVE & FLORAL GIFT & HOME FASHION ACCESSORIES THE JEWELLERY SHOW

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SECTOR GUIDE SPRING/SUMMER RANGES

MECCANO

This spring/summer, Meccano is set to expand some of its ranges to include a greater selection of pocket money toys.

With more to come later in 2010, it looks to be another bumper year for the firm.

Meccano has grown its award winning Build & Play range, which offers simple construction sets using bulky nuts and bolts to get children building the cartoon-style vehicles and characters by clipping, twisting and screwing the parts together. The new spring/summer lines include the Micro Build and Play Assortment of six models which each build one miniature toy – Car, Plane, Bulldozer, Helicopter, F1 Vehicle and Motorbike. This is the first entry price point to the four+ system at £3.99.

WORLDS APART The focus of Worlds Apart’s spring/ summer collection remains firmly on toys but the company is also developing the home side of its business, with the launch of several new licensed and generic children’s furniture ranges.

The firm is launching a number of new items for Waybuloo, including a Pop Up Combo, Inflatable Ball Pit, Wendy House and My First ReadyBed. And with Toy Story also set to be big next year, the Toy Story Rocket feature tent is a key new Pop Up item for the company. Featuring role-play opportunities and sounds, the product can be used as a tent or turned to transform it into a rocket.

Worlds Apart will also be launching three new bed ranges in the spring/summer period. The StoryTime Bed features a 2-in-1 transforming seat

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A counter display product offered at a pocket money price is the new Nano Kits Assortment from Meccano’s expanding eight+ Kits range. Each set from the six strong assortment contains parts to construct one micro vehicle and retail at £2.99.

Flexible metal and metallic paint feature in Meccano’s Design vehicle construction sets, suitable for boys aged eight and over. The new Design Advanced New Generation kit contains 115 parts to build two red motorbikes (£12.99). Finally, Meccano’s MultiModels range will see the addition of a Three-Model Set, which constructs three moveable models – a Digger, Racing Car and Helicopter – using 116 metal parts. Suitable for ages eight and over (£9.99).

0800 389 8591 and shelf and will initially be available in Disney Princess, Toy Story, Peppa Pig and Thomas licences. Secondly, the Disney Princess Carriage Bed and Thomas Feature Bed are detailed four poster-style beds with storage and builtin nightlights.

And the De Van is a unique cabin bed designed in the style of a VW Camper Van. Available in pink or blue, the De Van incorporates a desk, fabric curtains, seating area with cushion and storage.

Finally on the home side of the business, Worlds Apart is launching a new range of MDF furniture for spring/summer. Disney and Peppa Pig licences have been secured for the new collection, which includes children’s desks, tables and chairs and storage solutions. The range also includes a selection of generic girls and boys MDF furniture.

RAVENSBURGER

In 2010, Ravensburger will launch a new children’s range of generic puzzles and games. MD Tim Hall is upbeat about the company’s plan: “Ravensburger has huge experience in the development of high quality games and puzzles, and our new children’s range combines this knowledge with fantastic illustrations and packaging, sourced from leading British design agencies.

“Our integrated range will support early years foundation skills, whilst offering lots of fun.”

The range will be launched at the Toy Fair in January.

MARTIN YAFFE Born to Play’s Bob the Builder, Little Princess and LazyTown master toy ranges will continue to expand into 2010. New Bob outdoor furniture lines include tables, stools and chairs. There will also be a new addition to Born to Play’s friction vehicle Machine Team: friction Scratch. The baby of the bunch, Scratch is a small tracked Digger, which will be introduced through new CG programming, which begins airing in spring. Themed Little Princess beanies and a Dress Me Up plush will be introduced along with LazyTown skates, bikes and skateboards.

Inspired by Nara and the Piplings, Waybuloo furniture, play balls and wheel toys will be rolling out during 2010. PVC balls and soft play balls bring Waybuloo to life through colours and character imagery.

Lead wheeled items include a trike, scooter and My First Bike. Entry-level furniture and a range of Wobble Balls will also roll out in spring.

The Grow With Me Trike and My First Bike, which both feature a chunky frame, an adjustable parent pole and a safety clutch, add to Born to Play’s award winning Fisher Price wheeled range.

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The firm’s adult puzzle range combines UK-sourced artwork with international designs. The products are made with a linen finish and come in robust boxes. Among a wide range of new launches planned for January are Nostalgic Britain designs, based on vintage magazine covers of the 1950s, designs linking themes with British towns and various cartoon images.

Ravensburger also plans to continue its investment into all levels of the independent toy sector throughout 2010 with its specialist POS, display and branding programme.

01706 717800 The new 2010 Dora line-up introduces Explorers Wanted. Born to Play’s wheeled and furniture items, in pink and green colourways include trikes, bikes, chairs and tables. iCarly joins Born to Play’s 2010 portfolio. Wheeled items and furniture pieces follow the in-line scooter on to the market.

The award winning In the Night Garden furniture range has also been refreshed, with new entry-level items supplementing the product offering.

Thomas furniture will also be available from spring, at a highly competitive price point.

www.toynewsmag.com

INTERPLAY

Interplay’s My Living World collection sees two new items added to the range in spring.

The illuminated Pocket Microscope kit is easy to use indoors and out and features a x30 magnification which is ideal for science and nature study, potential crime scene investigation or simple science experiments. The folding design allows the microscope to fit into kids’ pockets meaning it’s always at hand.

CORINTHIAN

The In My Pocket launch from Corinthian for 2010 is going to see dolphins, whales, seals and fish feature in a new figure collection. Ocean In My Pocket is the latest instalment of the collectables range, and will offer young girls the chance to own miniature plush figures of sea animals.

The colourful Ocean blister pack offering will follow the same pattern as Puppy, Jungle and Pony In My Pocket.

There will be a collection of four different Newborns packs to collect, plus four Animals packs, each containing four flocked figures.

Completing the blister line-up will be a

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Included in the kit are eight premounted samples which have both plant and animal specimens while spare mounting slides and specimen jars allow kids to go it alone. As with all My Living World Kits, the activity booklet included is packed with ideas and facts and figures to aid learning and development.

In addition to the Illuminated Pocket Microscope, a new Pocket Binocular set will also be available.

JOHN CRANE 01604 774949

John Crane has introduced a licensed collection to its offering.

Thomas and Friends is a timehonoured favourite and as such fits the John Crane ethos.

The table and chairs head up the range, featuring Thomas, Edward, Percy and others. The chairs are larger than the company’s Pin Furniture equivalents and so offer a variation on the theme.

Coordinating with the chairs, there is the Thomas and Friends Table, a sturdy round design. Its blue legs and surface play host to the Thomas design on top.

Alternatively for room décor, the collection features a wooden Thomas and Friends Wall Clock, plus a Thomas and Friends Height Chart along with some bookends.

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FLYING TOYS 01702 295110

Flying Toys offers high profile remote controlled products, but has specialised in pocket money outdoor toys for over 30 years too. The firm is the exclusive UK distributor of the original De Ruymbeke rubber powered Tim Birds from France, the Quercetti flying toys from Italy and the White Wings aeroplanes from the USA. Additionally, the firm stocks a significant selection of inexpensive kites from the Kite Factory, and provides domestic distribution for Lanard's extensive range of pump action rocket launchers.

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set of Mum & Babies packs, including octopus and dolphin families.

To support the launch of Ocean In My Pocket, there will also be a Turtle Hut play-set, which will come with an exclusive turtle Mum & Babies family. A second wave of ocean animals will then arrive in March in the blind box format sold with jelly bean sweets.

In addition, Corinthian continues to keep its existing figure collections fresh, so look out for the introduction of fashion clothing in Puppy In My Pocket, a winter theme to the new Jungle animals, as well as a second series of Pony collectables.

TOY BROKERS Intex is expanding its range of outdoor and garden leisure items for 2010, launching in the UK through exclusive distributor, Toy Brokers.

For the spring/summer domestic collection are six Above Ground Pools (AGPs), including the Easy Set, 16’ x 48” Ultra Frame Pool and 16’8” x 49” Sequoia Spirit Wood Grain Pool Set. The side walls of all AGPs are constructed from three separate layers of material for extra strength and durability; two outer layers of heavy gauge PVC laminated to an inner layer of polyester mesh for extra reinforcement.

01480 414361 In addition, smaller inflatables, for ages three and over, include the Wild Geometry Pool, Floating Water Polo Game, Pool Hoops (basketball), Pool Volleyball Game (pictured), and coloured Twisty Tubes.

For younger tots, the wonderful Giraffe Splash Baby Pool comes with three inflatable toys and has a soft inflatable floor, allowing safe play for children aged one to three.

For over 15 years, Toy Brokers has been the exclusive UK distributor for Intex, the market leader in above ground pools and leisure inflatables.

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SECTOR GUIDE SPRING/SUMMER

ASOBI

Eco Flyers is a range of Silk & Bamboo Kites, featuring eight designs, which are appropriate for the care of the environment. A generic diamond kite with four images of wind, rain, cloud and sun; a pterodactyl, a Bumble Bee, a Butterfly, a Dragonfly, an Albatross, a Bald Eagle and a Red Kite.

Each kite comes with eco friendly felt markers with which children can colour in their kites to their own style. Eco Flyers are available from February and will retail under £5.

The colouring theme continues for Asobi in the form of Kidzsack. Kidzsack is a cotton school bag with one of four designs on the front. Kidzsacks also include the eco friendly felt markers enabling children to colour them in to their own design. However, Kidzsacks can be washed clean and children can colour them in again. Available from February and retailing under £15.

SIMBA SMOBY TOYS 01274 765030

Newly formed Simba Smoby Toys UK will be launching Squap in the UK for spring/summer 2010.

Squap is an active throw and catch game. It has enjoyed success in Europe, achieving number one status in Germany (NPD top 50 toys in June 2009) and with a nomination for Toy Innovation 2009 following its presentation at Nuremberg Toy Fair.

Squap can be enjoyed in and outdoors, by all age groups. The throw and catch mitt catapults the Squap ball between the players. Each Squap set includes two mitts and four balls, with eye-catching packaging.

UK retail sales will be supported by TV advertising, to run throughout May and June 2010, plus a marketing, PR and promotion campaign, during the summer months.

To find out more, visit www.squap.com or see the Simba Smoby Toys stand at the 2010 Toy Fair at Olympia.

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Earthball is a vinyl inflatable globe as viewed from space. This classic image makes for a unique learning aid.

The 16” diameter retail product is around £12.99 but a display model (one metre diameter) is also available.

The manufacturer also offers extra large models, which can be installed for permanent displays.

Eco Games are classic games made from bamboo. For the first half of 2010 Asobi has been careful to select a tight range of top sellers predominantly retailing from £5 to £10 on full margins.

Asobi continues its Eco Friendly theme with the children’s range of garden toys and seeds, Radis et Capuccine. Manufactured in France, this line encourages children to learn about and engage in growing their own food in the garden.

MOOKIE 01525 722722 Mookie sees the introduction of Createaway in spring. Createaway products are tough and durable and based on traditional sand and water play. The all in one sand and water playsets fold up making it easy to store.

Each play-set comes with accessories and features and is suitable for ages three and over. Available with or without the UV protected sunshade for indoor and outdoor play.

Tailball is the new range of products from the Swingball manufacturers.

Designed as a progression to shuttlecock play, each item features the Tailball streamer, which slows and stabilises flight, making rallies, striking and catching easier. Tailball is available in two sizes; light and extreme, ideal for indoor and outdoor play.

Various games will include the Tailball Back Pack Attack, 2 in 1 Dart Attack, Tailball Extreme, Tailball Light, Tailball Flyer and the Tailball Rocket. Tailball encourages children’s development.

The spring launch will be supported by a national press campaign with extensive TV and mass PR coverage to start early next year.

The full 2010 range of outdoor products includes the new wheeled collection, Smash, playhouses, playballs, new Soccer Swingball & Parasol range, Peppa Pig, Scuttlebug and the addition of Hello Kitty.

HABA 0161 304 9555

Guardian Angels and Pure Nature Cottis are two ranges which include high quality, organically farmed cotton. The Guardian Angels Tine and Toni 23cm dolls are washable.

Pure Nature Cottis are soft lambs designed to help young children sleep, but can also be used for play. Again, washable and hygienic, the range includes a Cushion Cotti and a Cuddly Cotti, plus a Cuddlekin Cotti. Clutching Toy Cotti and Pulling Toy Cotti for playtime are also available.

Haba’s Mini Shop with its life-like Biofino food, which won Gold in the Practical Pre-School Awards, will see some new additions to the range early next year. The sturdy birch wood Shopping Caddy, complete with doll seat, rubber tyres and plenty of room for the weekly shop will enhance the shopping play experience, as will some new pieces of play food including fish with removable bone, new vegetables and an assortment of cookies.

TREASURE TROVE Six of Treasure Trove’s ten confirmed brands going into 2010 were not in the line a year ago. Breyer, Brio, Safari, SES Creative, Tryron and Uberstix are driving the business forward.

Of the four core ongoing brands, Scrunch-bucket, and its related products, is a significant brand for the company in the outdoor toys sector. Brio will feature rolling stock, track and destinations during the post Christmas period.

Treasure Trove continues to focus the Breyer brand on the pocket money Stablemates range and there are many new sets coming out in the first quarter. Strikey, a traditional model will also ship in February. Strikey is the RDA (Riding for the Disabled Association) 40th anniversary horse, and Treasure Trove is expecting to raise £15,000 for the charity from the sale of this limited edition model.

2010 will be Treasure Trove’s first full year with Safari. The company has been encouraged by retailer reaction to the range and is launching a new

KIDKRAFT 0207 5588 526

KidKraft’s Explorer’s Rocket Ship and Submarine Sets include many interactive features. These new wooden sets give kids many options for play. Not only can they construct a Rocket or Submarine, they can also arrange the accessories and additional features as they choose.

There are also different levels of play giving children the choice as to where they want to place and build each of the components.

The deluxe rocket ship lets kids explore outer space. The Young Explorer Submarine Set lets kids imagine themselves diving deep into the ocean.

Playing with KidKraft’s explorer’s sets will take children to a world of fantasy. All the features and detailed artwork have made KidKraft the recipient of awards many times over.

01285 762039 collectible concept called Good Luck Minis. These miniature animal figurines will retail for less than 50p.

There will also be new initiatives behind SES Creative and Quercetti in the first quarter, enabling retailers to get stock of these core everyday ranges with larger profit margins.

Sticky Mosaics has been another of Treasure Trove’s key brands in the past two years. For early 2010 the company is launching new lower priced pre-school sets to extend the range.

Finally is the company’s launch of Uberstix, a construction system, which works with every other construction toy on the market.

However it is the new Scavenger series where kids recycle rubbish by incorporating it in their models, which is the driver for the range. In addition 2010 will see the launch of the Uberstix glider range.

Uberstix will be heavily supported with TV advertising.

www.john-crane.co.uk

SECTOR GUIDE PRE-SCHOOL

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Toddling along nicely The pre-school market is the largest category within the traditional toys market, accounting for 13 per cent of total value sales and was worth £348.6m for 12 months to June 2009, according to NPD., which offers us a further insight into the toy market’s key battleground…

WHILE VALUE sales have been hit

by Woolworths closure in January unit sales continue to rise, up two per cent to 37.6m units while the average selling price declined marginally from £9.89 to £9.28.

Within the pre-school market the biggest categories are vehicles and figures and playsets, which between them account for 48 per cent of all pre-school sales. Vehicles are dominated by Thomas items, with nearly 500, accounting for a third of all pre-school vehicles. Playmobil is now the number one property in pre-school figures and playsets and continuing to grow. Peppa Pig and Little People are the number two and three properties respectively. Electronic learning has a number of items in the top sellers list due to the high average prices, with the number one pre-school item for the year to August 2009 being Vtech’s My Laptop. LeapFrog’s Leapster is the next biggest growth electronic learning item and still going.

Licences are a staple of the preschool market with the ever-green Thomas and Friends still the top licence and celebrating it’s 65th anniversary this year. Thomas accounts for nine per cent of all pre-school toys sold. Peppa Pig has continued to make strong inroads and is now the number two licence, with strong presence outside of pre-school heartland in outdoor and puzzles categories as well.

In The Night Garden, the 2008 preschool success story is number three, with Roary the Racing Car and Dora the Explorer rounding out the top five pre-school licences for the year to date.

However, there have been a raft of new licences released in the last few months, some of which are making an impact on the category. Timmy Time has made a strong start especially within the plush category and Handy Manny has made inroads within preschool role play. The Waybuloo toys based on the successful BBC TV show

Unit sales continue to rise, up two per cent to 37.6m units while the average selling price declined marginally from £9.89 to £9.28.

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12m to June ‘08 PRESCHOOL VEHICLES 25.6% PRESCHOOL FIGURES/PLAYSETS 20.6% PRESCHOOL ROLE PLAY 17.4% PS ELECTRONIC LEARNING 13.6% PS MUSICAL INSTRUMENTS 6.3% PS NON-ELECTRONIC LEARNING 3.4% BATH TOYS 3.1% OTHER TYPES OF PRESCHOOL TOYS 10.0% TOTAL SUB-CATEGORY ONLINE 100%

(source: NPD) 12m to June ‘09 24.0% 23.5% 17.0% 11.6% 9.1% 3.8% 1.8% 9.1% 100%

were released in September and have also started to contribute to the preschool market.

With a number of long standing properties, such as Thomas and Playmobil, as well as exciting new properties able to make a strong impact in a short space of time, the pre-school market is one of the most dynamic categories within toys. As the crucial time period for toys approaches it will be interesting to see the impact the new licenses continue to have on the pre-school market.

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SECTOR GUIDE PRE-SCHOOL

MATTEL

Fisher-Price’s Stack n Surprise infant range delivers a new take on activity blocks. The key item in the line, Stack Around Silly Town, comes with eight surprise action blocks and features music and light rewards.

The Pink Bounce n Spin Zebra is a new edition of the Bounce ‘n’ Spin Zebra. A PR, TV and marketing campaign supports the new products, as well as other all-pink items including editions of the Laugh & Learn Chair and the Soothe & Glow Seahorse.

Following up the Smart Cycle, the 3-in1 Smart Fit Park is set to get preschoolers moving with engaging, active learning in a TV-based plug n play format.

Imaginext brings space-themed items including TV driver the Imaginext Space Shuttle. With lights and sounds, kids can use the figure activation points to extend the solar panels, open the cockpit, lift the shuttle onto the launch pad and blast off into space.

LEAPFROG 01702 200244

Leapfrog’s Counting Candles Birthday cake features five candles, which light up one by one, and children can blow them out. Press the balloon button to sing along to a counting song, one of five songs about growing up or add birthday lyrics to an instrumental tune. You can also listen to children’s thoughts on the best things about birthdays. Suitable for children aged one year and over.

The Leapfrog Chat and Count Phone lets kids sing along to songs about counting and phone routines, when they press the music button.

The call button allows children to trade calls and voicemails with My Pal Scout. Kids can also explore more than 15 phone activities. When any of the ten number buttons are pressed, an animated scout will count it out.

Parents can connect to the online LeapFrog Learning Path for customised learning ideas and insights from LeapFrog with the toy, which is appropriate for children aged 18 months and over.

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01628 500000

Little People ends its 50th anniversary year with a host of awards for the Racin’ Ramps Garage, scooping gold in Practical Parenting Awards Toddler/Preschool Toy category and a silver in the Practical Pre-school Awards. Launches for autumn include the Happy Sounds Home, and new items for girls and boys including the Fairyland Treehouse and Rescue Ramps Fire Station.

The Fisher-Price Waybuloo collection features plush play-sets and puzzles delivered on a range of price points. TV drivers include Peeka Lau Lau and Peek and Wiggle Yojojo. A high impact PR and marketing programme continues to support the collection into 2010.

Fisher-Price’s Handy Manny pre-school range features figures and play-sets. Lets Get to Work Manny has seven articulated tools that tots can put into Manny’s hand or press his belt buckle to hear phrases and sound effects. The range receives TV and marketing support.

LEGO 01753 495000

Lego continues to deliver the building experience for pre-schoolers through its Duplo range, which celebrates its 40th anniversary this year. The brand is currently performing strongly with sales up 45 per cent in August 2009 YTD (NPD).

The Lego Duplo Feeding Zoo has been recognised for its play value with a number of awards. The product has received accolades including a Practical Parenting magazine Gold Award in the Learning/Developmental Toy category, Best Credit Crunch product award and Highly Recommended in the Construction category for Right Start magazine awards and Silver in the Good Toy Guide 12-36 months toy category.

The brand has expanded its in-season range for 2009 with a collection of colourful themed sets including Airport with its opening Cargo Plane; Family House and Busy Garage. All new sets are compatible with existing ranges to create further building and role-play possibilities.

VTECH 01235 555545

VTech is upgrading Kidizoom to the Kidizoom Plus in the New Year. The improved Kidizoom Plus will feature a two mega pixel camera with 2x digital zoom, a larger 256MB storage and improved photo editing and morphing, as well as an SD card slot for memory and built-in flash. The camera can be connected to a TV screen or PC, where images can be enhanced with effects, stamps, borders and even with five new games.

Kids can also take videos and the new instant dial selector makes selecting functions easier and quicker. Kidizoom Plus will feature updated styling and will still come in two colours, blue and pink, with changeable faceplates for personalisation. As well as the extra improved features, there will be an added benefit to retailers of a built-in demo to encourage sales in-store.

The pre-school electronic learning range will also include a brand new collection of Toy Story 3 products set to entertain and educate children from May 2010.

HASBRO

The new Playskool autumn/winter range was launched in August with a PR event that brought Hasbro’s US Toy Testing Lab to the UK. This has been followed by an integrated marketing campaign including heavyweight TVRs in the lead up to Christmas, press and online activity, key strategic partnerships with Cartoonito and Bounty and PR activity.

Lullaby Gloworm is a bedtime friend that comforts baby with gentle lights and tunes with a hug from a child. The toy features three different modes of play – light only, demo mode or play mode – and six different lullaby tunes.

New for this autumn/winter, Playskool introduces the Explore ‘n Grow range, infant products that span two or more stages of development.

Playskool helps children understand life through play.

Central to the range are these three grow-with-me lines: Busy Ball Popper: Kids pump the plunger to hear music and watch balls

BANDAI 01489 790944

Bandai’s newest licence acquisition, aimed at the pre-school market, sees the return of Noddy. Bandai supplies a new range of plush characters, vehicles and play-sets, to tie in with the all-new Noddy in Toyland TV show.

The 15cm and 30cm plush characters, Noddy in Toyland Friends and My Friend Assortment, each contain a range of characters from the series. The new Noddy Motor Mix Vehicle includes a combination of helicopter, monster truck and plane, each complete with a Noddy figure.

The R/C Noddy Car drives forwards, backwards and around corners. An integrated figure is also included.

Bandai’s new range of Star Friends dolls hit the shelves earlier this summer. Each doll is clothed and features many new functions. With an extensive marketing and PR programme to support the in-store activity, Star Friends is one to watch this Christmas.

020 8569 1234

drop onto the track. When they reach the bottom, the balls pop out the top. When baby’s a bit older, there’s a new game to be had by chasing after the bright balls.

Chase Me Critter ‘grows’ with a child.

The colourful balls twirl, swirl and pop out and about. When baby’s older, they can chase after the balls as the critter chugs forward.

Step Start Walk ‘n Ride is two toys in one. As a sturdy, stable walker, this toy helps babies learn to stand, take their first steps and walk. Then it easily converts to a first ride-on toy where kids can explore the hands-on activities.

From simple stacking to their own designs, Clipo’s possibilities also grow with the child. The range includes different size buckets of colourful pegcovered Clipo pieces, and the friendly Clipo Hippo toy. It encourages children to build all sorts of creations, while interlocking the Clipo pieces to each other and the hippo. The Hippo has rolling wheels for on-the-floor play.

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VIVID

01483 449944

Fifi and the Flowertots has a new style guide and many items at low cost.

There are Fifi Posable figures (£2.99), Playtime Tot Beanies (£5.99) including new characters Buttercup and Daisy in summer dresses, the TV-advertised Fifi and Friends play-set assortment (£9.99) which consists of two classic chunky pre-school play-sets – Cook ‘n’ Clean and Splash ‘n’ Bath.

Also new is the Huggable assortment (£9.99) which includes Fifi’s twin cousins, Buttercup and Daisy, and the Fifi Fun Camera (£9.99) which comes with phrases from the show and four unique view finder images. Also continuing into 2010 are the TVadvertised Ring O’ Roses Fifi (£16.99) and Tickle ‘n’ Giggle Fifi (£24.99). Vivid is supporting Fifi with 700 TVRs and extensive PR support across 2010.

Roary the Racing Car continues to race ahead as the number two boys’ pre-school licence up 3.1 per cent YTD (£ Aug NPD). The character also features in the top 20 licences YTD for the total toy market. Vivid is introducing two new TV advertised play-sets for spring: the Pitstop Play and Rescue and Recovery (£9.99). Vivid is supporting the brand with 700 TVRs and extensive PR support across 2010.

Vivid builds on the success of its Timmy Time range by launching new lines in 2010. Painting Time Timmy (£7.99) features a paint your own Timmy money bank. The Timmy Trike (£34.99) grows with a child and includes a removable parent handle, chunky wheels for stability and rear bucket for storage.

Timmy and Paxton are racing around in the Timmy Time Push-Along Vehicles (£4.99) and also available to collect are Poseable Figures (£2.99). There are two new TV-advertised play-sets – the Playground Play-set (£9.99) and the 12piece Showtime Play-set (£14.99).

Also new for 2010 are Games Cards (£3.49), where kids can play snap, pairs and learn letters with the characters; preschoolers can watch Timmy on the SingAlong Musical TV (£9.99) or just chat to him and his pals on the Talking Phone (£7.99). Vivid is supporting the range with 700+ TVRs, PR and a national press campaign targeting mums and kids.

FLAIR 0208 643 0320

JOHN CRANE 01604 774949

Flair’s pre-school collection of licensed creative play products is set to grow with the addition of new licences and formats in 2010.

Disney Dough is designed for children aged three to five as it combines Disney characters with creative and stimulating dough play.

Two key licences, Toy Story and Disney Princess, are first to be available, with a selection of different sets and price points to choose from.

From character toppers to larger play-sets that include extruders, play mats and stencils, Disney Dough promises to offer high quality, wide choice and added character appeal.

Additional Toy Story creative play items will be added to Flair’s portfolio from spring 2010, starting with the introduction of a Magnetic Play-Set, joining a raft of other licences including Peppa Pig, In The Night Garden and Thomas & Friends, and can be easily and attractively displayed in-store.

Noah’s Ark Shape Sorter from John Crane’s Toy Workshop Collection features familiar animals, which can be sorted and matched. The animal pieces are chunky enough to stand-alone for additional play value, while the Ark stands nearby.

Colourful characters are the mainstay of many Toy Workshop items, and keeping to the traditional theme, the collection also offers a Giant Noah’s Ark. The Noah’s Ark motif continues on bookends, a play table and a Noah’s Ark Toy Box with removable lid.

WORLDS APART 0800 389 8591

Worlds Apart is building on its Ready Room range with a spring/summer 2010 launch of the new StoryTime Toddler Bed. Featuring a 2-in-1 transforming seat and shelf, this innovative feature bed continues the bedtime routine theme, but provides even more functionality while retaining its space-saving format.

The StoryTime Bed is designed with a bedside shelf that folds down to provide a seat and is positioned at the right height for a parent to sit on while reading to their child. When the seat isn’t needed, it reverts back to a cubby hole for storing books. The transforming seat and shelf can be attached to either side of the bed and is fitted with a child proof safety catch.

Aimed at pre-school children, the bed is initially available in Disney Princess, Toy Story, Peppa Pig and Thomas licences.

TOMY

During 2010 Tomy will be rebranding the Aquadraw range to Aquadoodle to align the brand name in the UK and Europe. The change will be gradual with the new spring lines taking the Aquadoodle brand name from January 2010 and the autumn/winter products following suit from summer 2010. The new Travel and Doodle and the Mr Men Mini Mats will be the first products from Tomy with the new brand name.

The Aquadoodle Travel and Doodle is made from lightweight materials with a drawing board on either side. It has two blank pages where children can draw with the Aquadoodle pen filled with water. When one side is full, simply turn it over and you can draw on the other side. For the first time the Aquadoodle Travel and Doodle will include a feature enabling children to use the board for their Mini Mats, by simply removing the blank pages from either side or slotting in their Mini

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SCHLEICH 01279 870000

Whether it is wildlife, farm life, horses, historical or fantasy, Schleich offers a range of figures suitable for role-play. Each range consists of many animal and human figures, accessories and buildings to create a total and unique play experience.

There was gold success for the World of Knights collection in this year’s Practical Pre-school Awards.

When evaluated, the testers said: “It stimulated a discussion on past times and created plenty of opportunities for imaginative play. It is a fantastic toy.”

Schleich’s hand-painted figures are all anatomically correct, therefore providing an educational aspect to play time and are competitively priced.

The firm’s natural play system and unifying aspect make it into one of the world’s toys that offers strong representations and is suitable for children throughout generations and across all cultures.

020 8722 7300

Mats. Suitable for 18 months and over, it will retail at £9.99.

Tomy is focusing on the Play to Learn range and is putting new marketing support behind the range. The campaign will hero the new Play to Learn Pic ‘n’ Pop, which will be supported by a TV advertising campaign, running for a three-week period around Easter 2010. Play to Learn Pic ‘n’ Pop is a popper unit, which gets toddlers on the move launching, chasing and picking up coloured balls.

The Play to Learn Pic ‘n’ Pop is simple to operate – one click of a button on either side of the handle launches the balls from the chute onto the floor. With no batteries, it is suitable for 18 months and over and will retail at £19.99.

Next year will be the 65th anniversary of Thomas, and Tomy will be supporting the launch of the new Thomas and Friends: Hero of the Rails DVD with the addition of two new Trackmaster engines, Victor and Hiro.

NOVEMBER 2009

RN A E L O YT WHAT A WONDERFUL WA

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www.tomy.co.uk

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CHARACTER OPTIONS

Character Option’s pre-school collection has grown enormously and now offers a range of licensed properties, plus a new series called Junior Heroes, inspired by the company’s HM Armed Forces collection.

The addition of the master toy licence for Fireman Sam will see a new collection of mini play-sets, vehicles, plush and role-play toys to launch in January 2010. The range will mirror the CGI series that launched in 2009.

The Free Wheeling Vehicle Assortment includes Jupiter Fire Engine, Rescue Helicopter and Ambulance, which each come with a ‘try me’ feature for the variety of sounds each vehicle makes.

Alternatively, plush will be available in both an eight-inch assortment of Fireman Sam and his friends, and a 12-inch Talking Sam featuring an array of phrases from the childrens’ hit TV show.

GREEN BOARD GAMES 01494 538999

Green Board Games has added a new title to its early years BrainBox range, My First ABC. A game for younger players, it helps children to learn the alphabet, with plenty of colourful pictures.

BrainBox is a simple and fun game.

A player has ten seconds to study the card and is then asked a question from the back of the card, chosen by the roll of a die. If the card is answered correctly, it is kept, if not it is returned to the box. The player who has the most cards held after ten minutes is crowned the winner.

Awareness of BrainBox is set to increase in November when Green Board Games’ first TV advert is aired.

The game is set to retail under £10.

0161 633 9800

2010 will see Peppa Pig’s brother George step up to the mark as he dons his mechanic’s hat and becomes the centre of new play-sets and soft toys.

The six-inch talking Mechanic George features a selection of phrases. Peppa Pig herself is also to be seen in new play-sets and soft toys, including a seven-inch ballerina Peppa talking soft toy and a collectable kitchen set.

Spring will see the Postman Pat SDS collection extended with new vehicles and play-sets alongside a new 3D movie.

Finally, a new series will be available in spring called Junior Heroes. This range includes four classic vehicles that would be used by either Royal Navy, Army or RAF, such as a Landing Craft, Submarine and Fast Jet. Rounded with animated features, each vehicle is suitable for children 12 months old and over and features sounds that can be demonstrated with ‘try me’ packaging.

MECCANO 01844 278888

The Kids Play collection from Meccano, features bright and appealing designs and a construction system aimed at children as young as two years old. The range delivers robust construction play with an assembly system designed for younger children, including big bolts and large screws.

Two new characters – a Caterpillar and a Ladybird – have joined the range this year. Both sets have from seven to 14 parts to build one model and cost £6.99. A Kids Play Large Assortment is now also available, featuring the Snake, Butterfly and Penguin. Each set builds three models and retails at £7.99.

Other pieces in the collection include a Kids Play Tractor (£24.99), a licensed Noddy Car (£29.99), the Rabbit and Dog sets (£9.99) and a Snail set (£12.99).

FIESTA CRAFTS 020 8804 0563

The Bunny Family Holiday Pull along car and caravan, which won a Best Gift for Kids award at this year’s Giftware Association’s competition, is a soft toy with rolling wooden wheels. It has a family of soft toy rabbits and a caravan which has everything needed for an adventure – a fold down bed, kitchen and lounge area.

Children can take their Bunny family on a holiday by pulling the soft toy carrot cord.

Bunny Family Holiday not only provides entertainment at home, it also captures the trend that’s seen a growth of UK families choosing a caravanning holiday.

Safari Bowl is a colourful soft toy bowling set featuring six jungle animals.

They come with a large soft bowling ball which jingles with every roll and strike.

Suitable for children over one year old.

RC2

The Talking Railway System uses new Engine Recognition Technology to activate over 200 possible personalised phrases when used with Talking Railway engines from the Fat Controller at Talking Railway Series destinations.

The series includes Thomas, Edward, Toby, Rosie, Emily, Gordon, James and Percy. Each train is greeted by name by the Fat Controller as they pass through Talking Railway Series destinations.

Each engine features a gold magnet connector in order to differentiate them from regular Thomas Wooden Railway System engines. They can also interact with the traditional engines by triggering non-personalised messages to enhance the Thomas play experience.

The new Cranky the Crane destination includes cargo car and

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ORCHARD TOYS 01953 859525

Orchard Toys has recently launched three new products ready for the runup to Christmas.

Old MacDonald Lotto is designed for two to six year-olds who can make as much noise as they like while playing.

Ten Green Bottles is for three to six year-olds and is a counting game based on the children’s song. Fairy Tales comprises six two and three piece puzzles aimed at the girls market.

The firm is offering over 100 products to choose from for children from 18 months up to 12 years, with a range of prices.

01271 336155

cargo, raise and lower winch mechanism and an attached office for the Fat Controller.

Based on the Great Discovery DVD, the set includes exclusive Talking Railway Series Morgan’s Mine destination and Great Waterton Station.

In addition, Thomas and Stanley travel around the 34-piece wooden track, activating phrases and sounds.

RC2 has expanded its girls’ pre-school brand, Caring Corners, by including family and friends assortments. A Book at Bedtime pack includes Mum, a bed, a light-up lamp, a vanity table, stool, pillow, kittens and a book. The range also includes Table Manners, Pet Playground, Doggy Bath and Puppy Palace sets.

The range is suitable for children aged three years and over.

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SECTOR GUIDE PRE-SCHOOL

RE:CREATION

Sprig Toys is an eco-friendly company inspired by a desire to keep kids active and the planet healthy. The firm is dedicated to infusing creativity, smart design, quality manufacturing, earth-friendly materials and product satisfaction.

The first range from Sprig is the Adventure Series, which includes a 4x4 Discover Rig, two smaller vehicles and an additional two characters. This series is built around The Discover Rig – a sturdy, battery-free vehicle with a removable push bar.

Sprig Hollow, the latest range, encourages children to scoop, pour, fill, plant and get outside with their parents. The new collection of multipiece play-sets includes Bee & Butterfly’s Farm, Dune Bug’s Sand

MARBEL 01208 873123

The new Marbel catalogue focuses on expanding children’s creativity and the development of their social skills through a range of pre-school items.

This autumn/winter, Marbel has introduced over 50 new Plan Toys lines into the range. The new collection of mini vehicles are excellent pre-school items that will help young children develop their dexterity, motor skills, spatial perception and hand-eye coordination among others. The range uses preservative-free, sustainable rubber wood, and is painted with nontoxic lacquers and finishes. The Mini Fire Engine is designed to be a simpleto-operate version of the real thing. The ladder can be raised and lowered and the vehicle rotates a full 360 degrees with sound. Also inside the engine is a fire hose and ringing bell. There are over 100 products in the pre-school range.

NOVEMBER 2009

0118 973 6222

Truck and Dragonfly’s Heli-Scoopter.

Each set includes recycled paper flower seeds that provide an easy planting project. Simply plant the paper flowers in soil, water and watch them grow into real wildflowers. All Sprig Hollow parts are made from natural rubber and Sprigwood – a child-safe bio-composite of recycled wood and reclaimed plastic that has visible wood flecks and gives the toys a fresh scent.

Sprig Hollow play-sets promote sand, water and garden play, but can also be used indoors. Bee & Butterfly’s Farm features a water-resistant farmhouse with four shelves. When assembled, a large funnel and chute fit into slots on the shelves, ready to be filled with sand, water or beans for plenty of flowing fun.

COILEDSPRING GAMES 0870 446 1515

Three puzzle sets are available for preschoolers from Coiledspring Games.

First up are the double-sided floor puzzles, which are available in 24 pieces and 48 pieces.

Next is the Puzzle and Play range, which features pirates, fairies and natural world. Children make the jigsaws, then use the board as a base for memory games and imaginative play.

Finally, Katamino is one of the world’s most popular puzzles. Suitable for age three and upwards, the puzzle features solid wood blocks and the ‘just one more try’ temptation. The game is designed to develop spatial reasoning and simple geometry.

Demo copies and POS material are available for retailers.

WOW TOYS 0207 471 0980

Wow’s pre-school toys are designed to encourage a child’s imagination through discovery and play. With over 40 toys to choose from, the products are durable, safe and have no need for batteries, thanks to their clever designs.

Each toy helps to stimulate learning with the use of vibrant colours, realistic sounds, mechanical features and secret compartments for children to discover. The toys are also highly collectible as children can mix and match them to build new sets.

Toys are displayed in window box packaging where information and developmental benefits are clearly marked. Boxes contain an environmental play starter, designed around the recycling narrative. Wow supports retailers with a range of POS aides, designed to link the products and interact with buyers.

HALSALL

Halsall is offering a range of Peppa Pig role-play sets, outdoor toys and wooden wheeled toys, in addition to existing dolls prams and pushchairs.

Lines feature Peppa sounds and the theme tune, as well as graphics from episodes of the show.

The Peppa Pig Kitchen Play-Set is a multifunctional kitchen unit featuring interactive sound effects, and recognises what’s on the hob as the pot bubbles. It also includes play pancakes to toss from the frying pan and features sounds to add to the cooking role-play.

The Peppa Pig Supermarket Play-Set includes a trolley, conveyor belt, weighing scales, cash register, groceries and more. Other lines include the Princess Peppa Musical Light-Up Dressing Table, Nurse Peppa’s Medical Set and Tea Party Picnic Set. Halsall is also presenting a new wheeled toy range with Chuggington.

GREAT GIZMOS 01293 543221

Great Gizmos’ selection of pre-school toys has some new additions. The Traditional Wooden Pin Puzzles, suitable for 18 months and over, include four different designs, themed around Farm Animals, Zoo Animals, Transport and Fruits and Vegetables.

Each puzzle has 12 chunky pieces to improve dexterity, hand-eye co-ordination and shape recognition.

Its new Hammer Ball toy allows kids to knock and tap their way to better hand-eye co-ordination, and the A-Z Alphabet Blocks with letters and pictures allows kids to make up words and learn to spell by construction.

Finally there’s a wide range of rideon toys for every stage, starting at 12 months with two new innovative Okiedog ride-ons – Fropper and Cheeky Chick, through to classically styled pedal cars in numerous designs and colours suitable up to the age of five.

01253 778888

The ten-inch bike is complete with zip-up saddle bag, while the Three Wheel Scooter features a honking horn. The range also includes a Trike.

Based on large dolls brands from Zapf Creations, Halsall presents the Baby Annabell and Baby Born wheeled toy ranges. The series includes bikes, trikes, scooters, skates, protection and a battery-operated motorbike.

For pre-school boys, Halsall has been awarded rights to manufacture Roary the Racing Car scooters which will complement the new wheeled toy range for spring/summer. A battery operated Roary Racing Car singleseater ride-on features steering and reverse functions, as well as sounds and phrases from the series.

Meanwhile the firm offers Fifi and the Flowertots wheeled toys, summer inflatables, musical toys, outdoor furniture, dolls prams and pushchairs.

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GOLDEN BEAR

The My 1st Talking range from Golden Bear has been extended. The latest addition to the team is Freddie Fastrac, the fastest tractor on earth, with a flashing light and five phrases including ‘Ready Freddie Go’. The rest of the My 1st Talking range continues with Joey JCB, Larry Lodall, Doug Dumptruck, Rex Roller and Roxy Robot, which are also available as mini JCB pullbacks.

2009 has also seen the arrival of Talking Elvis Excavator. As King of the Quarry he features ten phrases, action sounds, lights and pull lever scoop.

Talking Max has also been introduced into the range, with flashing lights and five phrases such as ‘I don’t do slow old chum’. Just pull Max back and watch him go.

HIPPY CHICK 01278 434 440

The Wheelybugs from Hippychick feature ultra simple lines. The sturdy wooden frame and padded layer of sponge covered with tough polyurethane means the bugs can withstand rough play.

Wheelybugs feature multidirectional castors offering easy and limitless manoeuvrability. This sustains the toddler’s interest for longer, helps develop spatial awareness and encourages them to use a variety of lower limb muscles. The gripable handle bar means the Wheelybug can be used as a push-along toy when first steps are being taken.

The Wheelybug comes in five styles: the ladybird, bee, cow, mouse and tiger.

It is suitable for one to five year-olds.

01952 608308

Peppa Pig’s wooden range, launched in 2009, reflects the story themes from the animation series such as Grandpa Pig’s Boat and his train.

Cry Baby Timmy cries and shakes when you remove his dummy. Place his pacifier back in his mouth and he will suck away contentedly. Both Shaun the Sheep and Timmy are available in a variety of different styles.

The sibling stars of the CBBC animation Charlie and Lola will continue to feature in Golden Bear’s pre-school range, with the ever-popular Charlie and Lola dolls, games and wooden range.

Finally, the Thomas and Friends range features a new addition to the smaller engines in the shape of Victor.

HABA 0161 304 9555

The Click Clack Ball Track, suitable for 18 months upwards, has chunky wooden balls, which clatter and roll from level to level with various sounds and activities to enhance their journey. A red ball, blue patterned ball with a rattle and a yellow ball with peephole, whiz down the track past the switch point, kaleidoscope and ping the bell on their way.

A similar product, Haba’s Ball Track Roll ‘n Roll, has two characters at each end of the sturdy wooden track and comes with two colourful wooden balls.

All of Haba’s pre-school toys are designed to encourage a young child’s inquisitive nature, providing numerous activities rolled into one. Its Discovery Blocks are no exception and each chunky colourful cube hides away a secret. Likewise, Patience Blocks are designed for building and stacking, but also have little ball puzzles hidden within for the child to find.

CASDON TOYS 01253 766 411

The sales of the George Foreman grill by Casdon are far exceeding the firm’s anticipated volumes, and it is hoping to grow further with upcoming TV promotions. The toy grill with the unique feature of food juices dripping into the dedicated tray adds a realistic role-play opportunity. Sizzling sounds of cooking food accompany the realistic burger, fried egg, bacon and sausage.

The Postman Pat steering wheel has a range of functions. When the starter button is pressed, the engine fires up, and the sounds escalate as the speed increases and the gears are selected.

When the brakes are applied, sounds of screeching tyres are made. In total, the toy features 14 different sounds including the SDS theme tune.

MARTIN YAFFE Skateboards, skates, bikes and trikes are the new products in Born to Play’s LazyTown line-up. Using new Sportacus blue and Stephanie pink themes to reinforce the brand’s universal appeal, the new wheeled toys add to the 2009 launch range and will be followed by new sports and plush lines later in the year.

Little Princess is set for a third series in 2010. Taking inspiration from the programming, new Themed Beanies of the princess, including pirate, nurse and rainy day beanies, are the latest impulse items. Dress Me Up Little Princess also joins the 2010 plush range. The 12-inch plush can be accessorised with an array of items and dressed in a range of mix and match outfits.

Following his tenth anniversary in 2009, further celebrations are planned for Bob the Builder as the new CGanimated series, Ready, Steady, Build, hits screens in early 2010. Characters, themes and locations in the new programme have been incorporated into Born to Play’s plans for 2010, with the first product due to hit shelves in spring: friction Scratch. It is a small tracked Digger with an extendable arm, windup pneumatic drill and articulated scoop attachments. Scratch joins Born to Play’s vehicle favourites, Gripper, Grabber, Bristle and Splasher.

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PAUL LAMOND GAMES 0207 2540100

This year saw the launch of the Chimp and Zee Pre-School Educational Range of games and puzzles. The range won numerous awards, with Zoo Who and Little Mermaid and puzzles 1,2,3 and Alphabet, at the Right Start Best Toy Awards. Silly Socks and Over the Rainbow both won silver at the Good Toy Awards and the range was commended. Little Mermaid and Sneaky Bunnies both received awards at the Practical Pre-School Awards, where Pesky Pirates won Gold.

Paul Lamond Games has licensed the whole range to Pressman in the States and Canada, and Holdson in Australia and New Zealand. New licensees for Scandinavia and France will be joining in 2010.

At the 2010 London Toy Fair, Paul Lamond will be launching five additions to the Chimp and Zee range.

01706 717800 New Waybuloo furniture, play balls and wheeled toys capture the essence of the property. Eye-catching PVC and soft play balls feature striking colours and character imagery. Lead wheeled items include a trike, scooter and My First Bike. Competitively priced furniture and an impulse range of Wobble Balls will also roll out in spring.

Following the launch of Born to Play and Fisher-Price’s Grow With Me outdoor play collection, two new wheeled lines are due to launch in spring. With innovation, quality, durability, safety and good value at its core, the Grow With Me Trike and My First Bike both benefit from a sturdy frame, adjustable parent pole, chunky wheels and a safety clutch.

Both are finished in trademark FisherPrice colourways.

NOVEMBER 2009

56

SECTOR GUIDE PRE-SCHOOL

JOHN ADAMS

John Adams has re-packaged and relaunched two nostalgic brands, Fuzzy Felt and Tiny Tears. A new generation can now experience these toys, complete with fresh, bold packaging and a host of new products and features.

New Fuzzy Felt sets cover popular themes which aid co-ordination, imagination, recognition, counting and storytelling. Series one sets retail at around £7.99 and contain an extra large folding felt board, 100-plus pieces and an ideas leaflet.

Under the Sea, Dinosaurs and My House contain colourful pieces, easily arranged to create constantly changing storylines. On The Farm, Little Princess and Pirates include additional printed pieces, providing more detail and characterisation.

A six-set Series two is also available, along with licensed sets for Bob the Builder, Postman Pat and

UNIVERSITY GAMES 01359 243900

University Games has recently acquired the licence to produce Gruffalo products for young children. The firm is launching three products for spring to coincide with the Easter release of the DVD taken from the film to be broadcast on BBC One at Christmas.

Products set for release are Gruffalo Fun Pocket vinyl stick and replace activity set, Gruffalo Card Game and Gruffalo ‘Colorfelts’ felt play-set.

The World of Eric Carle product range features the Very Hungry Caterpillar, the Bad Tempered Ladybird, Brown Bear and Rooster, found on a range of board games, puzzles and activity sets. The World of Eric Carle is endorsed by teachers and is in stock now.

NOVEMBER 2009

01480 414361

Thomas & Friends. Also launching, a new feature-packed deluxe Starter Set, with all-in-one activity centre, storage drawers and built-in picture frame.

Tiny Tears was born 37 years ago, as the first fully-functional feeding, crying and wetting doll. Now the UK’s most recognisable baby doll has been given a fresh new face, with a new model, new features and a big range of additional accessories.

Teeny Tiny Tears is an introductory doll, retailing at around £19.99. The doll is suitable for girls aged one and over and comes with an all-in-one outfit and matching knitted hat.

The Teeny Tiny Tears Deluxe Set retails at around £34.99, and comes with a magic feeding bottle, fleece comfort blanket, sleeping-bag, twopiece pyjama set and a detachable pacifier. Other available accessories include outfits, baby gym, electronic feeding set and bath set.

WORLD OF WIZZ

The product range from World Of Wizz was bought to the fore in 2005 with a new range of animal characters. The line offers soft play action exercise plush for children aged three to six years old. They can be bounced and jumped on, as well as rocked, creating forward and backward motion.

During 2006 the toys were on trial in kindergartens, nursery schools and playgroups. These prototypes were on BBC’s Dragons’ Den in March 2007, as a non-trading business, but the company was not backed by the Dragons.

Following further trials of preproduction samples, testing and modifications, the first production batch was delivered from Poland to the UK in early 2009.

In February, the products were showcased at the International Toy Fair in Nuremberg.

LITTLE STAR CREATIONS Holland Publishing’s character imprint, Little Star Creations, continues to grow its portfolio of licences in the preschool sector. The company specialises in FSC (Forest Stewardship Council) certified children’s publishing and other associated products including gift height charts, CDs and childspecific headphones, aimed at children aged two to nine years old.

Following its launch in April 2009, the first licence for Little Star Creations was secured with Bang on the Door’s Groovy Chick and the range has been made from forest friendly FSC certified paper.

Other licences signed to date for the headphones include Dora the Explorer, Peppa Pig and Mr. Men. Little Star Creations has also recently linked deals with hit CBeebies properties Big and Small, offering headphones and magnetic height

07836 748640

The Dragons, Wizz and Dizz, the largest of the animals, are joined by Roary, Trotter, Pippa and Woofa. The toys are designed to be sociable and interactive, while also being physically stimulating for young children.

Wizz animals weigh around 2.5/2.75kg each and when children discover they are so easy to pick up, a whole new range of play can emerge.

The animals are also shock absorbent and are made of sound and heat absorbent materials for silent play. The wipe clean PVC bottoms also increase sliding/skid movement on carpet, wood, tiles and outdoors on the grass.

It was observed in trials that, on average, ten to 15 minutes of continuous exercise resulted in most children laying down on the animals for a rest and cuddling their soft, warm, tactile skins.

020 8498 7226 charts, and with Waybuloo offering creative play-sets.

Further launches planned for 2010 include pre-school property Super Why with Little Star Creations offering colouring, story and sticker books.

LE TOY VAN 020 8979 2036

Budkins, the bendy range of poseable wooden characters from Le Toy Van will be incredibly popular this Christmas.

Following its launch in May, the selection of 70-plus characters is collectable and can be used in conjunction with Le Toy Van’s painted wooden play-sets.

With a pocket money price point, the individually boxed Budkins range of characters include everyday life, pirates, fairytale, knights, fantasy and historical figures among many others.

Merchandising options are also available.

Whether given individually, or as part of a set, Budkins are a versatile gift idea to delight children aged three years and over.

Fully supported by the new website at www.budkins.com, Budkins and all Le Toy Van painted wooden toys are designed in the UK and ethically manufactured in Indonesia.

st

1 al b it Glo umm 10 S 0 y 2 To ry a u ebr F 8-9

Discover New Play Worlds!

Your customers love new things and a lively assortment encourages them to keep coming back to you.

So make your purchasing decisions from a wide choice of more than 70,000 brand-new products, a variety you will only find at the Spielwarenmesse International Toy Fair Nürnberg. The world’s biggest toy fair will certainly be booked out again in 2010 – with approx. 2,700 suppliers, many of which exhibit only in Nürnberg. Delight your customers and make sure of your success in the coming year.

Plan your visit to the International Toy Fair from February 4–9, 2010 now!

For trade visitors only! www.toyfair.de · PATTERN Limited · Tel.: +44 (20) 8940 4625 · info@pattern.co.uk

Dedicated monthly retail coverage

Retail Only News • Data • Opinion

Play-Room readies Spring show AIS’ TOY buying group Play-Room has announced plans for its second spring showcase at its Cranmore Park HQ. Following this year’s inaugural event, the firm is hoping to increase the number of visitors to next year’s, which will take place on April 20th – 21st at its purpose-made showroom in Solihull.

The show will again have a park theme, but will feature a different grid-system layout.

Companies confirmed to exhibit so far include Flair, Playmobil, Ravensburger and RC2. This year’s

show attracted in excess of 70 toy suppliers.

The buying group, which formed when the demise of Youngsters shook up the independent retail landscape last year, says it has seen a very significant increase in membership

numbers since last April and is confident that the Play-Room at the Park show will be another significant milestone in its development.

Although last year’s show was criticised by some exhibitors for the low volume of stand traffic, the group declared itself satisfied with its first toy show for more than 16 years and was confident it would build on the numbers with next year’s event, inviting visitors from outside the AIS Group as well.

For more information on the show, contact miles.penhallow@playroom.uk.com or call 0121 711 2200

Toy Shop UK unveils Indie winners ONLINE TOY retail conduit ToyshopUK has announced the winners of its indie toy awards.

The online toy directory asked over 300 independent toy shops to submit recommendations for the top toys in ten different categories.

A wide range of products were nominated, but there were some toys such as the Baby Stella Doll from Manhattan Toys, which stood out as being popular across the board.

Tim Hawkins of Toy Shop UK said: “We are delighted to be able to publish a top ten list that isn't skewed towards major brands purely on the basis of demand or profit margins.

“Our list represents what small, independent retailers genuinely think are the toys that parents should be buying for their children this year. It is only because of our access to the opinions of such a large proportion of independent retailers that we are able to compile the most comprehensive list of its kind anywhere.” www.toyshopuk.co.uk

CHRISTMAS TOP TEN TOYS Baby: 7 in 1 Activity Centre (I'm Toy)

Hero product Page 63 This month’s hero product is WWE Powerchipz from Topps...

Charts Page 61 This month’s retail charts feature: Asda, The Entertainer, Toy Shop UK and Play.com…

New products Page 62 On their way are offerings from Rocket Games, East Coast Nursery, Siku and Drumond Park…

Creative Play: Tellatale Puppets (Fiesta Crafts) Construction: Quadrila Marble Run - Basic Set (Quadrilla) Dolls: Baby Stella (Manhattan Toy) Eco: Dragon A-Z Jigsaw Puzzle (Lanka Kade)

Events

Educational: Chemistry Set (John Adams)

Page 74

Electronic: Kidilook (Vtech)

The toy trade is gearing up for Hong Kong Toys and Games Fair, Nuremberg and London Toy Fair…

Games & Puzzles: Farm Animals Chunky Puzzl (Melissa & Doug) Models: Lewis Hamilton McLaren Kit (Airfix) Wooden: Sophie's House (Le Toy Van)

60

RETAIL ONLY

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

The recent ‘effort’ of a film based on a toy had me thinking.

With the exception of Transformers, a toy based on a film always seems to be far better than a film based on a toy (hope you follow that).

The recent release of the GI Joe movie was not good at the box office and it appears this has also been reflected in the toy sales.

We are lucky in this industry; product ranges get millions of pounds of PR when a new film is released, advertising this industry quite frankly can’t afford, but all too often that free PR is lost in crap product.

Too often toys have come out based on a moment from a film; these moments can be limited or almost cut-out, as Lego found out with the

Wookie Planet in the last Star Wars movie. But aren’t toys supposed to encourage imagination, to stimulate interaction with the child to make their own stories? It’s fantastic if a child recreates a scene, but let the play flow.

Sometimes a toy is crying out to be made into a film.

Transformers is a great example of how good it could be. Honestly, if anyone in the toy trade still hasn’t seen it then they need to take their brain out and go and watch a great, fun movie.

We all try to gain as much exposure as possible when a film breaks, and the shelf life isn’t as short as some manufacturers will have you believe. I’ve always said DVD/video launches are as important as film. A DVD is watched time and time again if the movie is any good.

So how do we get the most out of a movie? If you are

Role-play toys are great for kids, parents and retailers.

Children live in playsuits and invent stories. honest you can pick the difference in movies between adult movie and child/family

movie and this in turn reflects in the sales of toys. It doesn’t matter that a Star Trek figure

doesn’t do much – most of them live on the card. You only have to watch Toy Story 2 to see the difference in the markets. Adult = collectables.

Child = play value.

Role-play toys are great for kids, parents and retailers.

Children live in those playsuits and invent stories as they go about their daily life. I’m sure such imagination has meant Ben 10 saving many a bus from falling over the cliff and Hannah Montana must have sung in front of a mirror to tens of thousands. From a parent’s perspective they are great value. Okay, the voice changer helmets are not cheap, but they are great fun.

In recent years, advancements in computer graphics have made the possibilities for movies unlimited. So wouldn’t it be fantastic if we could offer toys that would make play value unlimited?

TOY

PRICE CHECK: NOVEMBER 2009

STORE

NOVEMBER 2009

Night Night Timmy (Vivid Imaginations)

Tuning R/C Sound System Blue Car (Meccano)

Jungle in My Pocket Elephant Hut (Corinthian)

Animagic Peanut My Playful Puppy (Vivid)

Monopoly City (Hasbro)

£17.99

£69.99

£11.99

£35.99

£22.49

£16.49

N/A

£13.00

£44.99

£19.99

£19.07

£53.99

£10.95

£44.99

£19.99

£17.97

£59.97

£11.97

£44.97

£24.97

£18.00

N/A

£12.00

£45.00

£30.00

RETAIL ONLY

www.toynewsmag.com

61

RETAILCHARTS CHART DATE 13/10/09

Play.com

The Entertainer

CHART DATE 13/10/09

1

Nerf Mega Dart Tag Refill

Hasbro

1

Hello Kitty Scooter

Halsall

2

Nerf N-Strike Maverick

Hasbro

2

Power Tour Electric Guitar

Hasbro

3

Waybuloo: De Li Plush

Mattel

3

Photo Kinz Huggable Photo Frame – Darcy

4

Spongebob Squarepants: 3D Top Trumps

Winning Moves

4

Nerf N-Strike Raider Rapid Fire CS-35

5

Nerf N-Strike Recon CS-6

Hasbro

5

Baby Annabell with turning head

6

Star Wars: Clone Wars Pocket Etch A Sketch

Flair

6

Speed Stacks

7

Crayola Bouncing Butterflies

Vivid

7

Li’l Luvables Fluffy Factory

Spin Master

8

Nerf Clip System Darts (36 pack)

Hasbro

8

Bendaroos Mega Pack

Spin Master

9

Roary the Racing Car: Die Cast Car Launcher Assortment

Vivid

9

First Steps Baby Walker Pink

10 Playskool Kota and Paul Stompers Ankylosaurus

Amazon

CHART DATE 13/10/09

1

20Q Version 2

2

Medical Carrycase

3

Original Rubik’s Cube

4

Kidizoom Camera Pink

5

Princess Peppa Pig Peppa’s Palace

6

Kidizoom Camera Blue

7

Crayola Gigantic 160-page A4 Colouring Book

8

Horrible Science Shocking Rocket

9

Ben 10 100-piece Puzzle

10 Bananagrams

Toy Shop UK

Hasbro

CHART DATE Sept Top Searches

Character

VTech

10 Bubble Cook Mini Chef Kitchen

Ecoiffier

Radica Games

1

Baby Annabell Double Buggy

Peterkin

2

Born To Play Academy Desk and Chair

Drumond Park

3

Silverstone Scalextric Set

VTech

4

Baby Annabell Comfort Seat

Character

5

Play-Doh 4-pack

VTech

6

Star Wars Venator Class Republic Attack

Vivid

7

Monopoly City

Galt

8

Bob the Builder Electronic Tool Bench

Pressman Toys

9

Lego City Garage

CHART DATE 13/10/09 Zapf

Asda

Go Go Hamsters

1

Hot Wheels Basic Car

2

Lego

2

Mini Vehicles

3

Star Wars

3

Matchbox Basic Car

4

Playmobil

4

Turbo Cars

5

Waybuloo

5

Wind Up Bath Toy

6

Sylvanian Families

6

Wooden Puzzle

7

Barbie

7

Playing Cards

8

Fireman Sam

8

Rattles and Teethers

9

Nerf

9

Ben 10 Alien Force 10cm Figures

10 Diecast Vehicles

Martin Yaffe Hornby Zapf Hasbro Lego Hasbro Martin Yaffe Lego

10 Baby Born On the Go Changing Bag

1

10 Transformers

Hasbro Zapf

Mail Order Express

Bananagrams

Outgageous

Zapf

CHART DATE September Mattel Asda Mattel Realtoy Keenway Halsall Cardinal Games Asda Bandai Asda

NOVEMBER 2009

62

RETAIL ONLY

PRODUCTNEWS

Princess heads to East Coast

Drumond Park has a Chuckle

East Coast Nursery to distribute developmental toy range, the Tiny Princess collection THE GYMINI Tiny Princess play mat includes features designed to amuse, entertain and educate children from an early age. It incorporates a portable kick pad that can also be used in a cot or in the car, with a mirror and touch sensitive effects and additional accessories.

The Tiny Princess mobile encourages cognitive, visual and hearing development. It resembles a magical tree with pink flowers each holding a dancing creature.

The Electronic Touch and Discover Book offers activities on each page, while the fairy wand can be used to make the characters and

images appear to come to life. The book is illustrated throughout and helps promote motor skills, cognitive abilities and emotional development.

Follow-Me Fiona is a motorised selfrolling puppy that has barking sounds and movement. The puppy can be set to move in a straight line or in a circular motion, encouraging babies to roll over, sit up and eventually crawl.

Two speed settings mean it can be adapted to a baby’s pace and ability.

East Coast Nursery: 01692 408802

Rocket gets football fever AS ANTICIPATION builds ahead of next summer’s World Cup, Rocket Games has added the brand new England edition Blow Football to its line-up for 2009/10.

England supporters will be able to compete in their own version of the World Cup at home as the excitement builds over the next few months.

The new edition updates the classic game whereby kids control the ball by blowing through straws.

Along with red and white goalkeepers, blow-straws and a football, the game includes a bonus England flag to display in the run up to the World Cup. Rocket Games: 01757 245327

DRUMOND PARK has signed a deal with The Chuckle Brothers to produce the new Chuckle Brothers Jokes and Gags box (age four to adult, £9.99).

The product joins Drumond Park’s Horrid Practical Jokes (£9.99) and the UK’s number one magic set, the sicky tricky Gross Magic (£19.99).

The set includes a trick squirting camera, a whoopee cushion, a sound machine with some of Barry and Paul’s sayings and much more.

Drumond Park: 01506 855577

Gormiti transforms into a TCG Siku introduces city and ESDEVIUM GAMES is set to launch a new Gormiti Trading Card Game, based on the successful boys property from spring 2010.

The game will launch with starter decks and booster packs, with additional sets to follow later in the year.

Steve Buckmaster, commercial director at Esdevium Games, commented on the new line-up: “We have high hopes for the Gormiti range. The success of the toy line has proven that the licence is a serious contender for the biggest boys’ licence for 2010 and we are excited about bringing the new trading card range into the UK.” Esdevium: 01420 593500 NOVEMBER 2009

country vehicle ranges Siku unveils the latest updates to its 1:87 gift-sets THE NEW City Set combines a green version of the refuse truck, a yellow cabin version of the Scania truck and an urban version of the double decker bus.

The agricultural gift, Farmer Set, features a combination of the JCB 8250 and silage trailer and the Krone self propelled harvester Bis X1000.

The range of sightseeing coaches will be extended with a Madrid version (scale 1:87) and the British range with a police van with horse trailer (scale 1:55).

Also new is the John Deere 1470E harvester. The six wheels feature allterrain and rubberised track.

The Harvester is also fitted with a folding axle, a multi-styled modern cabin and crane at the front and a multi-function gripper.

Siku: 00 353 6733 888

HERO PRODUCT

www.toynewsmag.com

63

Topps WWE PowerChipz Licensed collectables specialist, Topps, has a long history of launching successful WWE collections, including the recent playground phenomenon Slam Attax. The company has developed a totally new game concept for its newest collection, WWE PowerChipz…

TOPPS HAS enjoyed international success with a portfolio of WWE collectable ranges including Chipz, stickers, trading card games and even temporary tattoos. It will be expanding its portfolio with its brand new PowerChipz collection, due for release at the start of November.

PowerChipz will feature a magnetic ‘chipz’ and a ball which children will use to play a simple game, using the ball to pick up more chipz than their opponent - a format that has already proved successful in international markets.

There are over 150 chipz for children to collect, featuring the top Superstars including John Cena, Undertaker, and Rey Mysterio. In addition, there will be special ruby, silver and gold parallel series with added bonus scores to provide a crucial ‘chase’ element to the collection. Packets containing three chipz will retail at £1, with Powerballs available separately also at £1 and including one chip.

Also scheduled to launch are tins, available in four different designs, each retailing at £9.99.

Each tin includes a special limited edition Wrestlemania chipz, 10 regular chipz and a Powerball.

Promotional activity around PowerChipz is planned from October, starting off with a 19date launch tour across UK and Ireland shopping centres, where children will be able to get a first look at the product and learn to play the game.

In addition, there will be extensive TV advertising across children’s channels as well as covermounts and competitions in children’s print media.

The PowerChipz launch will coincide with the annual autumn round of WWE live events across the UK, and Topps is currently developing plans in conjunction with WWE to stage a number of in-store Superstar signings to promote both the tour and PowerChipz.

Ruth Leonard from Topps says: “Innovation is key to every release and leads to significant consumer acquisition and sales success. The goalposts are stretched every time, to develop new game elements, add exciting instant gratification surprises and importantly, offer crucial value for money.”

“WWE Powerchipz combines all these factors which will make it a hot property both as a collectable and a game that transcends international boundaries and has the hallmarks of a truly international entertainment brand.”

Special limited edition tins will be available at £9.99

Key facts: RELEASE DATE: November 5th 2009 CONTACT DETAILS: Phone: 01908 800100

NOVEMBER 2009

The place for business

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1/4 page: Annual charge £1,395 (minimum twelve months booking) Get your company featured: john.barratt@intentmedia.co.uk T: 01992 535 647

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RAVENSBURGER

■ Character Costumes & P.O.S.

01869 363 800

Rainbow Productions

SUPPLIER/MANUFACTURER

0208 254 5300

■ Point of Purchase Manufacturers Daytona Visual Marketing

01827 54551

■ Suppliers/Manufacturers Bachmann Europe Brookite Cambridge Brainbox

0870 751 9990 01837 53315 01279 821 333

Danbar International Ltd.

01707 260 111

Esdevium Games

01420 593 593

Flying Toys

01702 295 110

Fun Collectables

01494 562 727

Games Workshop

08700 134 411

Ideal Software

01767 689 720

Logiblocs

01727 763 700

Maps Toys

01483 776 006

Plastics for Games

01728 745 300

Ravensburger

01869 363 800

Revell

01442 250 130

The Puppet Company

01462 446 040

Thumbs Up

0845 466 8880

Wow Toys

020 7471 0980

■ Toy Suppliers Carta Mundi

01268 511 522

Plastics for Games

01728 745 300

Richard Edward

0208 311 8888

RAVENSBURGER’S specialist stores initiative, run in partnership with the independent toy sector, is proving to be very successful and the company plans to build on this investment throughout 2010.

The specialist POS, display and branding programme is designed to fit all levels of the independent toy sector as national sales manager Matthew Martin explained: “We want to ensure that customers are getting the very best return from their games and puzzles areas. Our display and merchandising

solutions, combined with in-store management, mean these areas really can work. Puzzles and traditional games offer good profit margins all year round, but it’s important to ensure they are merchandised effectively, which is what our programme offers”. He continued: “We don’t just offer a one size fits all solution – we work closely with customers to create bespoke solutions. Customers we’ve recently worked with include Ramsdens in Grimsby, Dominoes of Leicester, Conways, Bicester Toy &

CARTAMUNDI SUPPLIER/MANUFACTURER

01268 511522 2009 /10 sees Cartamundi’s largest ever range of Disney products. Due out this autumn/winter is the Disney Fairies Happy Families game and a Fairies Trumps game. Older children are catered for with the High School Musical Prom Night game and playing cards, Hannah Montana Music game and Star game and Camp Rock-themed Rock Game and playing cards. Other Disney licences on board include Winnie the Pooh, Mickey Mouse Club House, Little Einsteins, Handy Manny

and Cars. Licensed gift sets are also available this year featuring popular Disney licences. Disney’s Cars has its own gift set complete with Mega Memory and Happy Families and girls are catered for with a Hannah Montana gift set which comes with Star Cards, a music card game plus make-up bag and mirror. Watch out in 2010 for the Toy Story 3 Card Games and Princess and the Frog.

Hot Wheels 4 in 1 Card Games are new. It is a four in one game concept,

incorporating Happy Families, Trumps, puzzles on the back of each card and a design your own card, where a chld can draw their own Hot Wheels vehicle.

Cartamundi also specialises in quality poker sets and chips and its poker sets feature professionally weighted 14 gram clay poker chips.

Lastly, FIFA licensed playing cards are also part of the Cartamundi line-up.

Tel: 01268 511522 justin.taylor@cartamundi.co.uk

Nursery, Roomes in Upminster, Boswells in Oxford and Hamleys.

“We’re all delighted with the results to date and look forward to extending this scheme in 2010”.

If you are interested in discussing the display, branding and POS options available then either contact your Ravensburger regional sales agent or the Ravensburger Head Office on 01869 363800. Alternatively email Ravensburger at sales@ravensburger.com.

Marketplace ■ Character Costumes & P.O.S.

■ Point of Purchase Manufacturers

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 ■ Suppliers/Manufacturers

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72

TOY TALK

TOY TALK

Brand Licensing titbits, bobsleighing opportunities, nice competition photo, football skullduggery and more…

BOB A JOB Ever fancied riding as a passenger in a real racing bobsleigh? Well, now's your chance.

50 execs are needed to take part in the latest fundraiser for the licensing industry charity - the Light Fund.

Committee member Stephen Gould has struck again with a new challenge to raise funds for the charity, teaming up with Icerush, a firm which was set up by ex-British bobsleigh athletes.

Gould is seeking 50 volunteers to take part in the challenge, which will be held on Tuesday March 2nd to Thursday March 4th 2010 at the Olympic bobsleigh track near Innsbruck. Each participant needs to raise a minimum of £200 in sponsorship for The Light Fund.

A number of names have already signed up including Ian Hyder (The Licensing Source Book), Martin Lowe and Richard Radford (Roy Lowe & Sons), David Scott (Rainbow Productions), Jane Kennedy (RDF Rights), Graham Saltmarsh (Cartoon Network), Richard Flook (Elemis), Ian Down (Hamlins), Paul Comben (AT New Media), Steve Pearce and Dave Collins (Red Central), Andy Downie (Zap) and Helena Mansell (Mattel).

The cost of the trip is £495 plus flights. All interested parties should contact Stephen Gould on 07766 403222 or stephen.gould@bearconran.co.uk.

Places are limited, so reservations will be taken on a first come, first served basis.

ENCHANTED WINNER

ROCKET RACER

Enchanted Wood Children’s Stores are the proud winner of ToyNews August competition sponsored by Green Board Games and they’ve taken the time to send us a nice pic.

On receiving their prize Jane and Sarah of Enchanted Wood said: “A big thank you to Sarah and the team at Green Board Games for the Manchester United BrainBox games. We are already familiar with Green Board Games here at Enchanted Wood as we stock their products.

“Green Board Games hit the spot for us in many ways.

For customers, they are superbly educational whilst remaining fun and exciting for both kids and adults alike. Very importantly for us, not only do they sell through quickly, but they provide excellent margins.

“We stock all of the Brainbox titles, but I must admit to being sceptical about the Manchester United version in Surrey. I needn't have worried, the first one sold within half an hour of being on the shelf.”

Man United? Surrey? It’s their heartland isn’t it?

Rocket Licensing once again pulled off a crowd-pleasing challenge at Brand Licensing Europe - this year challenging visitors to record the fastest ten laps on a Scalextric track to celebrate its new deal with Hornby Hobbies.

The winner was John Carolan, buying manager, Tu Clothing, Sainbury's.

“The Rocket Scalextric challenge certainly proved popular this year,” said joint MD Rob Wijeratna. “We had lots of fun, with some very determined racers from all sectors of the industry.

“John certainly proved to be a worthy winner though, being almost Hamiltonesque in his speedy navigation of all ten laps.”

NOVEMBER 2009

TOY TALK

73

MY No.1s

LOWE’S HIGH TOTAL Another Brand Licensing Europe and another set of interesting suits from Roy Lowe & Sons. Plus the usual round of fundraising activities for The Light Fund.

This year, the boys managed to collect £803.65 for the industry charity through a variety of fines, including charging for pairs of Light Fund socks.

The total included E21.60, HKD100, $21, 20 Zlotys, 10 Rand, a bag of jellybeans, a ladybird and a pair of stockings.

Dave McGowan from Brandzoo holds the record for most paid for a pair of socks - a rather generous £20.50.

WINGER RINGER The stakes are already being upped in the ToyNews Fives it seems. One potential entrant for next year enquired as to whether it was okay to include ‘ringers’ in your team. Strictly speaking it’s not, of course, especially when the ringer in question is former Spurs, QPR and England wide man, Andy Sinton. A few quick enquiries about the outdoor toy market should soon flush him out.

SSSSHHH...

Which toy industry face is proving to be as popular as an STD in the licensing business because of his constant moaning and allergic reaction to the idea of buying a drink?

NOVEMBER 2009

Simon Pilling Toy Fair event manager Number one album: Basement Jaxx – The Singles (They were awesome live at the Roundhouse) ------------------------------------------------------Film: Evil. A Swedish film directed by Mikael Håfström. Highly recommend it, as long as you don’t mind subtitles.

-----------------------------------------------------------------------------Book: The Positronic Man by Isaac Asimov.

-------------------------------------------------------------------TV programme: House, with Hugh Laurie.

-------------------------------------------------------------------Comedian: Russell Howard -------------------------------------------------------------------Number one single when you were born: December '63 (Oh What A Night) - Four Seasons.

-------------------------------------------------------------------Website: Not much of a specific website user so would have to say Google.

-----------------------------------------------Gadget: Not a gadget geek, don’t even wear a watch. Will have to say… bottle opener.

-----------------------------------------------------------------------------Tipple: Dark rum, currently Morgan’s Spiced, a good slug with full fat coke, over ice and a slice of lime.

--------------------------------------------------Food: Tough question to answer for me. Home made curry, probably a dhansak. Although I’m learning to make proper green tikka. It just pips the full on traditional roast, but the curry may have to be served in a Yorkshire pudding.

-----------------------------------------------------------------------------Piece of advice: Always regret doing something rather than not doing it, if you have any regrets at all. Life is about experience.

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FEATURE PLANNER

DECEMBER 2009 Playground crazes and pocket money toys ● Industry services ● Hong Kong Toys & Games preview We look ahead to the first major toy trade exhibition of 2010. Also included is a focus on the latest products aimed at the playground

crazes and pocket money market.

Finally we find out more about the companies which keep the wheels of the industry turning.

’T DONOUT! MISS

Editorial deadline: Call for details Advertising deadline: November 6th

JANUARY 2009 Planning for Toy Fair

Spring Fair The run-up to Toy Fair starts here, find out who will be there as the show moves back to Olympia...

Editorial deadline: November 13th

A sneak preview into what the exhibitors at Spring Fair 2010 have planned for the show and the products set to be launched…

Advertising deadline: November 27th

FORTHCOMING EVENTS HKTDC HONG KONG TOYS AND GAMES FAIR January 11th-14th Hong Kong Convention Centre www.hktoyfair.hktdc.com

AMERICAN INT. TOY FAIR February 14th-17th 2010 Javits Convention Centre, New York www.toyassociation.org

TOY FAIR 2010 January 26th-28th Grand Hall, Olympia www.toyfair.co.uk

TOYMASTER May 18th-20th 2010 Barcelo Majestic, Harrogate www.toymaster.com

SPIELWARENMESSE INTERNATIONAL TOY FAIR February 4th-9th 2010 Nurnberg Messe, Germany www.spielwarenmesse.de

TOYNEWS FIVES July 9th 2010 Powerleague, Barnet www.topcorner.co.uk

SPRING FAIR February 7th-11th 2010 NEC, Birmingham www.springfair.com

BRAND LICENSING EUROPE September 29th-30th 2010 Grand Hall, Olympia www.brandlicensingeurope.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

NOVEMBER 2009

ToyNews is published 12 times a year by Intent Media ~ Saxon House, 6a St. Andrew Street, Hertford, Hertfordshire SG14 1JA Fax: +44 (0)1992 535648 © Intent Media 2009 No part of this publication may be reproduced in any form or by any means without prior permission of the copyright owners.

ISSN: 1740-3308

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