SHOW GUIDE TOY FAIR 2011
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A Grand haul A sold-out Olympia is where the trade is headed for this month’s London Toy Fair. Some familar names are back, there’s more floorspace, more product and the trade will be buzzing off the back of a year of solid growth. ToyNews has all you need to know inside.....
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TOY FAIR 2011: THE FAC T Sary 25th to
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The Exhibitors EXHIBITOR
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3L Plentyplay B20 Aardvark Swift Recruitment H20 Alpha Animation & Toys H65 Amerang Gallery 205 Artstraws C65 Aurora World UK H105 B Kids UK Gallery 185 BabyCentre B159 Bandai UK D35 Barnardo's B75 BBTradesales H30 Bigjigs Toys H39 Bladez Toyz Gallery 121 Bluw Group Gallery 179 Bontempi Comus UK B109 Brainstorm D2 Brite Power B65 British Toy & Hobby Association Members' Lounge Gallery 150 Brookite Limited H69 Bureau Veritas Consumer Product Services UK F36 Butterick Company/Wallies H42 Carrera – The Hobby Company Gallery 109 Carta Mundi (UK) H1 Cassidy Brothers E30 Character Options E119 Cheatwell Games G19 Classic Signs and Design H90 Clementoni Spa Gallery 155 Click Distribution UK Gallery 199 Corinthian Marketing B149 Cuckoo F66 Dacta Gallery 125 DKL Marketing E66 Drumond Park B155 Dubreq D16 Earlybird Toys B60 East Coast Nursery B56 Ernest The Bear Productions F20
EXHIBITOR Esdevium Games EverEarth Fiesta Crafts Fifth Wing Games Flair Leisure Products Funtime Gifts Gateway Europe GB Eye Gear for Games Giggly Games Golden Bear Products Great Gizmos Green Board Game Company H Grossman Haba UK Half Moon Bay Halilit (Marnita) Hasbro UK Hippychick Hive Entertainment Honey Furrari Hornby Hobbies HTI (Halsall Toys Europe) Imagination Games UK & Europe IMC Toys UK Information Desk Ingo Devices UK Injusa Innovation First International Insect Lore Inspired Gifts & Toys Intelex Intelligent Retail Interplay UK IQ Games Federal James Galt & Co John Adams John Crane Jumbo Games KidKraft Netherlands
EXHIBITOR
The Greenhouse - a dedicated area of the fair for start-ups, entrepreneurs and niche manufacturers. FEBRUARY 2011
Rebel Toys Ecoboo Clear & Blue Sky Industry Co Getretro.co.uk Faraway Magic Maxim Asholay Distribution Spinawina Products Loop Cards Publishing Educational Learning C G Greetings Magnet Kriya Award Publications Rokka Play
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EXHIBITOR K-Play International Lanka Kade Le Toy Van Leapfrog Toys (UK) Learning Curve (RC2) Learning Resources Lego Company M V Sports & Leisure Main Sauce Productions Maps Toys Marbel Marvins Magic Meccano Toys (UK) Melissa & Doug Millhouse Manufacturing Design Mondo UK Mookie Toys Museum of Childhood Display NPD Group Orange Elephant Orchard Toys Outstanding Map Distribution Oxford Diecast Padgett Bros (A to Z) Pants on Fire Games Papo UK Paul Lamond Games Peers Hardy Group Playmobil (UK) Plum Products Pocketbond Press Office Professor Puzzle Qatch Rainbow Designs Ravensburger Re:creation Group Red-Toolbox Relaxation Garden Revell & Co
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EXHIBITOR ZooBooKoo International Intertek Testing Services (Leicester) Janod Little Pals Flaggo Little Star Creations Eurofins Laboratories Tiltyard Products Hong Kong Trade Dev. Council Liquid Graphic Vanguard Toys & Gifts Pty Toy Fair Best New Toys The Kidz Painting Party Company Pattni Imaginations Root 7
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Richard Edward D100 Rolly Toys F89 Sakar International G29 Save our Friends Gallery 161 Schleich B121 Scoobits Gallery 158 Seager Games Gallery 164 SGS United Kingdom Gallery 182 Simba Smoby Toys UK E140 Spin Master Toys UK E131 Stabilo International B95 STAR F106 Star Images D11 T.A.R.E.M.A. formerly Red Robin Toys F30 TCE Design t/a Top Century Ent. (UK) H36 The In Thing G36 The Puppet Company E16 The Sales Partnership E35 TKC Sales E99 Tomy UK Gallery 115 Toy Retailers Association Gallery 180 Toy Trust Coffee Lounge Gallery 170 Toymaster London Room ToyNews E2 Trade Off Gallery 157 Treasure Trove Toys G10 Turner Media Innovations Lounge Gallery 135 UKiC G120 Ultimate Products G129 University Games UK F10 Vivid Toy Group E130 West Design Products B80 Wicked Vision E106 Wilton Bradley E89 Wind Designs H102 Winning Moves UK D17 Worlds Apart B40 Wow Toys G15 Wow Stuff G56 Zappies H99
EXHIBITOR Glitter Mine Imaginell Green Lighthouse Cambridge Brainbox Asobi (incorporating Crafty Kids) Salepoint Annets Entertainment Wizard Limited Commotion Group Terox Toys Skipper MumboJumboToys Street Surfing Tykee Toys Chice Developments
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SHOW GUIDE TOY FAIR 2011
HASBRO BOYS The Nerf range is added to in the spring with the Nerf N-Force Vantage Short Sword, with an updated design and colours. Super Soaker Nerf items for spring include Thunder Storm Water Blaster – the first battery-powered Super Soaker, with no pumping needed. Tornado Strike has a rotating barrel which creates a spinning stream of water with clip system refills. Scatter Blasty shoots five blasts of water, up to 25-feet; while the new High Tide is a compact Super Soaker. The Beyblade Extreme Top System has a number of new iterations, namely Tornado Battlers; Electro Battlers (with LED lights) and IR Spin Control, which enables players to move the tops left and right or give them more power. All can be played online against other competitors using the special code in each pack. The Metal Masters range includes the Triple Battle Set, with three customisable cores and two high performance tops. The Metal Masters assortment includes 21 new tops, also available in two-packs. No new films, but there are still plenty of new items in the Star Wars toy range with new characters, vehicles and role-play items. The new Ultimate FX Lightsaber features a progressive light-up blade with vibrant LED lighting. Available in Anakin Skywalker and Darth Vader models. Launching in August, electronic helmets include versions of
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E120 General Grievous, Darth Vader or a Clone Trooper, each with signature sounds and phrases. The Star Wars Transformers Class III can turn into four modes – Darth Vader, Anakin Skywalker and two vehicles – the Republic Attack Cruiser and Star Destroyer. Styled after the signature vehicle from the animation series, Republic Attack Shuttle has two modes of play as an attack base play-set and a vehicle. It includes lights, sound and action features. There is also a number of new 3.75inch action figures including Anakin, Commander Cody, Obi Wan Kenobi and Count Dooku. In addition, each action figure is packaged with a competitive gaming base, a die and a game card to play the Star Wars Galactic Battle Game, launched in 2010. PRE-SCHOOL New pre-school items include a host of Playskool lines, Weebles and more from In The Night Garden. *Alphie is an electronic learning pal with an LCD screen that depicts facial expressions and helps pre-schoolers learn numbers, rhyming, colour and shape recognition, matching, animal names and instrument sounds. Booster packs are also available. Elefun Busy Ball Popper, available in autumn, sees players drop five balls into the elephant’s ears, which pop out of the trunk or roll into the belly, accompanied by music.
Bounce ‘n’ Ride converts into a ride-on toy and includes music; Pound ‘n’ Pop Carnival has lights, music and an elephant, which shoots balls at a monkey; Roll ‘n’ Pop Express is a brightly coloured train that pops out three balls as it is pushed along; Fill ‘n’ Spill Hippo spills out colourful balls and has music and Stack ‘n’ Drop Animals has four movable animals which can be rearranged to change where the ball comes out. In the Weebles range, the two key play-sets are the Turn ‘n’ Tumble Home and the Rock ‘n’ Wobble Playground. Other play-sets include the Weebles on the Bus set; Wobble Go-Round and Musical Treehouse. In The Night Garden lines include Talking Plush, a Ninky Nonk Train; Goodnight Friends Iggle Piggle and Upsy Daisy and a Garden Friendship Upsy Daisy. Also available are the Dance and Sleep assortment with jumbo-sized Iggle Piggle and Upsy Daisy plush which spin round and can then be rocked to sleep. GIRLS New products for 2011 include Baby Alive Luv ‘n’ Snuggle and Baby Alive Splash ‘n’ Giggle. Key lines in the range are the My Baby Alive doll with multiple phrases and rock-a-bye eyes. In the My Little Pony range, the key line is the Twilight Sparkle’s Twinkling Balloon Play-set, plus an assortment of eight new ponies.
GAMES New games for spring include Monkey Dunk, where players race to fling monkeys into a lagoon; Ratuki, a new family card game; Shark Attack, which features a motorised shark chasing fish around the game board; new editions of Connect 4 (Launchers edition) and Game of Life (Adventures edition). Eighties hit Simon is returning with Simon Flash, in which players swap and switch the four electronic, coloured tiles to match the colour sequence order called out by the game. Bop-It XT is available in the autumn and features play modes including Single Player, Pass It and Party, and four levels of play for ranging abilities. A headphone jack is also included in the Bop-It XT unit to allow kids to play alone quietly, or hook up to speakers for group play. Lastly, Ji Ga Zo is a 300-piece personalised puzzle that can be rearranged to create millions of face combinations including images of yourself, friends, family or pets. The 300 pieces have varying levels of Sepia-colored gradations on one side and distinguishing symbols on the other. When the pieces are locked together, any face can be created. Upload a digital image to the CDROM, which is included in the game box and the software will produce a unique map that shows where each of the 300 pieces should be placed on the assembly grid to complete the image.
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MY TOY FAIR
Claire McCool, Co-founder and Marketing Director Best bit? Meeting up with so many buyers, suppliers and journalists in a fun atmosphere Worst bit? There is no worst bit Early night or drinks after the show? Drinks of course Hangover tip? Plenty of water Flats or heels? Wedges look good – the days are long Best ever memory of any Toy Fair? So many memories – so many Toy Fairs
DRUMOND PARK 2011 is looking good for independent games company, Drumond Park Games. 2010 was another recordbreaking year and in 2011, the company is releasing more games than ever, with substantial orders from the majors and chains already being placed for the new offerings. Co-founder and marketing director, Claire McCool says: “All our existing and new lead products were TV advertised and had their own PR, promotional and sampling budgets last year. “There is no doubt that this large ongoing investment in multi-media marketing has once again paid considerable dividends right across the board. Almost all of our games are designed and developed in-house by our own creative team, and this of course makes the game play very special and the games themselves totally unique – giving us a definite edge in terms of family appeal.” Drumond Park will be launching games across all its categories over
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B155 the next year. His and Hers is going to be one of the firm’s largest launches in the adult segment. It follows the same picture and recognition formula as 2009’s board game, Logo and 2010’s sister product Best of British, which did strong numbers over Christmas. McCool comments: “With this series of games, we have created a concept which no other company has cracked – in each case, the gameplay evolves round everyday icons. “With Logo it is everyday consumer brand icons, with Best of British it is everyday national icons, and with His and Hers it is everyday lifestyle icons. But this time the female members of the family are asked questions about their menfolk, and the guys vice versa – resulting in endless misguided answers and hilarious deliberation.” Taking this concept even further, the company is now also developing a fourth title in the Icons series. Entitled It’s a Kid’s Life, the game will feature everyday children’s icons.
Late into the marketplace, with the ‘soft launch’ taking place over the last five weeks of 2010, The Million Pound Drop game, complete with the recognisable trap doors, recreates the game play of Channel 4’s live and play-online big money game show. 2010 saw Drumond Park introduce Articulate Your Life, the sister board game to its perennial best-seller Articulate. The game was also introduced as a soft launch. The game is showing strong sales so far, and once it is distributed nationally during the coming year, McCool and her team expect great things for the up-to-date version of the team board game concept. Meanwhile, Rapidough, the team game of modelling charades, is getting a makeover this year, to make it even more appealing to a wider age group of players. Drumond Park has also added a new title to its rapidly expanding licensed board game offering – Come Dine With Me.
Players are dealt, or given, ‘ingredients’ of the on-screen game, including different types of houses for their dinner party, menu cards and bottles of wine, for example and then the posing – and the debate – gets under way. Finally, in the kids sector, Pumpaloons, suitable for age four and over, certainly pumped up the action, when it was selected as one of last year’s Dream Toys. “With the economy still in the doldrums, we are certain that when they can, multi-generation families and their friends are actively trying to spend more quality time together, reconnecting with the simple pleasures of life,” concludes McCool. “Board games which are truly entertaining and enthralling certainly fall into that category, and that is why we are convinced that 2011 is going to be another great year – not just for us as a company, but for the multitude of buyers who support us, as well.”
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MY TOY FAIR
Sally Weekes, UK Brand Manager, Lego Best bit? Seeing the stands for the first time each year. It’s magical to see all the images and products Worst bit? Sore feet and lack of voice by the end of the week Early night or drinks after the show? Drinks after the show Hangover tip? Stand next to someone who has a worse hangover than you. It always makes you feel better. Flats or heels? Flats, flats and more flats Best ever memory of any Toy Fair? Lego being voted the Toy of the decade by the industry at the BTHA dinner in 2010.
LEGO Lego’s 2011 spring/summer ranges have been developed to further increase sales and drive both the construction category and growth within it, through progressive IP introductions and new licences. Currently the number one Lego brand, Lego City is the ideal recruitment into construction, and will continue to offer classic expandable play themes in 2011 including Police and Space, with NASA backing. The biggest launch for the company is its own IP – Ninjago – a new ninja-based theme built on two primary platforms. The spinner game is the first platform, followed by the play-sets, all designed within an action-packed ninja universe of good versus evil. The spinner game brings the action from the Ninjago storyline to life, pitting characters against each other in a tabletop battle of skill. Low price points and a unique mix of characters, weapons and cards in a social play environment have been introduced to drive collectability. The Spinjitzu Starter Set is the ideal introduction to the spinner game concept and features a
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B70 Spinjitzu Arena, two spinners, ninja and skeleton characters, six weapons, two character cards, eight battle cards and various Lego elements. Following the success of Atlantis in 2010, Lego Pharaoh’s Quest is another new independent play theme for 2011, fusing the popularity of a mythical Egyptian theme with fantasy creatures, Gods, icons and sets to create a fantasy adventure range. The range will launch with six sets including the Scorpion Pyramid. A new concept for the children games category, Lego board games uses the unique Lego experience to make the game. Two years since its launch, the games brand has seen Lego become the second largest manufacturer of children’s games in the UK. Players can change the format of the game, using the Lego pieces and the buildable dice to create a new challenge. Five new games will be unveiled in January 2011 – Ninjago The Board Game, Sunblock, Go Bananas, Frog Rush and Ramses Return. Lego Star Wars has grown into a strong, sustainable evergreen franchise, which is currently the
number one Star Wars property in the UK and has been in existence for over ten years. 2011 will see an expansion of the universe, introducing novelties and redesigned bestsellers. Building on the launch of Lego Minifigures in 2010, two new, unique series will be offered in the first half of 2011. Following its launch in May 2010, the brand became the number one toy in the UK market within six weeks of its launch. Each Minifigure comes in a sealed mystery bag. Hero Factory is a top priority for 2011, receiving high levels of marketing support including three new 22-minute CGI cartoons. For 2011, Hero Factory introduces the villains of the universe, which feature more elements and differentiated design. The heroes benefit from an improved building system and the development of three combi-models – allowing two heroes to be combined into a larger, more powerful hero. 2011 will bring more realistic models, life-like functions and challenging builds to Lego Technic. The Backhoe Loader is set to be a key line.
Controlled by a new mini-linear actuator, the model can be rebuilt into a log handler. Meanwhile, Cars 2-themed construction sets will be available in both Lego and Lego Duplo, building the adventures for children ages two to eight years. Lego Cars 2 products will launch in May 2011 to coincide with the eagerly awaited movie release. January 2011 unveils new products within one of the strongest performing brands in the company portfolio – Lego Racers. An air-stomper power source has been introduced to four new vehicles, in addition to the introduction of four new Tiny Turbos. At the same time, the 2011 Creator collection offers a wide range of options across the 3-in-1 concept. Duplo introduces more sets to its Bricks & More portfolio, alongside themed play-sets and vehicles. March sees the launch of the Winnie the Pooh line. With the release of the new Winnie the Pooh movie due in the summer, the Lego Duplo sets are poised to benefit from this new focus on the classic property.
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MY TOY FAIR
Susan Journeaux, Marketing Services Manager, Flair Best bit? Just after the hoover has stopped on the last day of set up – knowing everything’s done and stand looks great. Worst bit? Worrying if the prototypes will arrive/survive the whole show. Early night or drinks after the show? Drinks and lots of them. Hangover tip? Sprite. Flats or heels? Heels. Best ever memory of any Toy Fair? Timmy Mallet asking me if I wanted his autograph.
FLAIR Following a year of substantial growth, Flair will be offering new collections and exhibiting product developments for existing brands. A traditional farm theme is added to the Sylanian Families collection this autumn. The new Sylvanian Families Farm Theme is set around a twostorey farmhouse featuring cream coloured walls with exposed wooden beams and a thatched roof with dormer windows. The traditional feel of the house centres on a light-up fireplace and glowing wall lights. There are plenty of farm accessory sets to collect including a Barn to stable a pony with an upper floor to store hay bales, seed bags and other tools and equipment. The Farm Cart and Pony Set and a new Farm Shop will be part of the theme and feature the Friesian Cow aunt and uncle. Each has lots of produce for market including fruit and vegetables. These will be joined by two new ready-toplay items, a Vegetable Patch tended by Auntie Sheep, plus the new Beekeeper and Beehive Set featuring father Honey Bear dressed in protective clothing. The smaller playsets can be played with on their own or combined with others to create more scenarios. The Sylvanian Farm will be joined by other new themes including a
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E49 three-storey Town House and the new take along Carry Cottage allowing kids to take collections anywhere. Of course new families are always welcomed in Sylvania and this year, the farming family is the new Chocolate Labradors – the HunterSmyths. They are joined by the Chihuahua family, who are wedding planners and the Kangaroo family, featuring Bruce and Sheila Springer. As master toy licensee for big summer film, Pirates of the Caribbean 4, Flair will introduce two waves of detailed, articulated figures, depicting classic and new characters from the epic tales, with ten to collect. New Battle Pack assortments will include an exclusive figure and accessory whilst unique features for each set will be revealed by a backlight LED. The hero item, however, will be the eerie Queen Anne’s Revenge Ship, with working features such as projectile cannons, retractable plank and rotating battle platform. Another major launch for Flair at Toy Fair will be Geomag. The Swiss magnetic construction brand will now form part of the boys’ portfolio and will be launched with a marketing campaign. The new focused collection contains the traditional ball and rod sets, which can be used to construct and create geometric structures, plus
some new kits to enhance the creativity and play appeal. Choose from 22, 44, and 66-piece sets featuring rods and balls in distinctive colour ways or 36 and 72-piece sets which have new panel pieces. Kids will also be able build a sports car with the new Geomag Wheels Sets. Each set has everything you need to build a car, including magnetic rods, chrome steel spheres, wheels, tyres, hubcaps and bodywork. Filly Princess is one of two new girls’ collectables to be launched. The range consists of miniature flocked ponies, accessories and play-sets. To add to the collectability, there is one rare Filly adorned with a real Swarovski crystal in its crown. Play-sets include 12 different Filly Town Stables and Royal Carriages, while new for autumn will be the Filly Fairy collection with new play-sets and Filly Ice Fairies that skate over an ice rink, leaving a colourful glowing trail. Jewelpet is a collection of miniature pets hidden inside jewel charms, which can be worn as a necklace. The collection can be enhanced with playsets to extend the play and provide a place to display. New entry price point foil bags will add to the collectability. As the number one manufacturer and supplier of craft kits (NPD Sept
2010), Flair will continue to introduce new brands such as Fuzzoodles, an easy way to make fuzzy characters that can be bent and twisted into shape and then personalised with the googly eyes and accessories provided. Bionic Putty will also be added to the portfolio with the first Bionic Putty play-set, the Monster Lab, being developed for autumn. Zubber, the innovative modelling compound brand, will see three new items added in 2011 including the Bounce and Catch Ball Maker and the Charm Wheel Creations Set – perfect for making Zubber keychains, phone danglers and necklaces. For the boys, Gummi-X is a playset to make bugs which they can then eat. Licensed collections for pre-school children will form another key area for Flair with the launch of a new master toy collection. Rolobox features wheels and axles, which attach easily to any size of cardboard box, with big nuts and bolts that children can get to grips with. The child can then add a little imagination and some creative flair to bring their box to life. From autumn, Flair will bring Disney’s Jungle Junction to life, with a collection of vehicles and play-sets featuring all the main characters from the TV show.
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Vicki Elmer, Product Manager Best bit? The buzz walking in on day one and everything on the stand looks perfect. Hangover tip? Chocolate milkshake Flats or heels? Heels, but sensible ones
BANDAI Boys Ben 10 is still the top man for Bandai, but Power Rangers is set for a rejuvenation and Armouron is gathering momentum. Bandai’s Ben 10 Ultimate Alien range features new 10cm alien collection figures, each with a clear mini disc that unlocks alien sounds from the Disk Alien Ultimatrix. The deluxe 10cm figures each come with an individual feature. The 15cm versions feature unique battle features. There is also a range of mini-figures available. There are new Omnitrix options, including the new Ultimatrix. The Vuescope Ultimatrix has a viewing core which can be inserted to project one of six aliens from the wristmounted device. Disk Alien Ultimatrix incorporates the clear mini-disks from the 10cm figures, which unlocks light and sound effects. Hero Time Omnitrix combines separate pieces from classic Ben 10, Alien Force and Ultimate Alien to create a custom Omnitrix. The Creation Chamber Figure Set can be mixed and matched with original Ben 10 and Alien Force creation chambers. Each set comes with an alien key and combo card. Figures can be used on their own or in the new wrist-mounted Alien Creation Transporter, Creation Chamber or Alien Challenge Game. The Alien Creation Transporter is a more portable version of the Creation Chamber and comes with a Rath alien and a clear Humungousaur. The Ben 10 vehicle range includes the Alien Utility vehicle, which comes with a Ben, Kevin or Gwen figure. There are three styles of vehicle available, which can be combined to create the Ultimate Jet. The DX Vehicle Mark 10 car is Ben’s new car and can transform into a
D35 variety of different modes from drive to hover, plane or submarine. Available in April, the Complete Rustbucket III combines all three Alien Utility Vehicles to create the ultimate jet. Also launching at the same time are the Grandpa Max and Ben Cycles. The new Alien Creation Chamber Laboratory allows you to create multiple alien figures and shoot them out. It is compatible with all previous Creation Chamber figures. The DNA Reanimator set comes with moulds and clay material to create mini-figures. At the top end of the range, for collectors there are the Hyper Alien Figures. Also for the collectors’ market is the Pure Ultimatrix, a detailed replica of the device in the series. Role play items include the Ultimate Echo Echo Arm, which fires propeller plates. Amouron is the firm’s construction and role-play concept which sees children build their own body armour. New accessory sets include head pieces, shoulder pads, visor and shield, while new weapons include the Long Sword and Short Dagger, both with interchangeable Snapperons and belt clip. The Construction Sword launches in July and has a detachable handle, hand guard and soft blade. Also new is the action set, with helmet, chest and body armour, shield, gauntlet and Snapperons. Launching in July. Power Rangers returns to TV in the autumn with Samurai. Figures available include 10cm, each with a samurai sword and special power weapon; 16cm Head Morphin figures and 30cm action figures, with sound effects. The DX Samurai Megazord is made up of individual zords and the DX Megazord has both animal and
warrior modes and can be combined with the Samurai Megazord to create the Super Samurai Megazord. Vehicle and figure sets include the Disc Cycle with figure. Cycles can be combined together and used with DX Megazords. Also, the DX Morph Vehicle combines with 10cm figures and transforms into Zord mode to combine with the DX versions. Zord Vehicle Sets are also available, each with different action and all compatible for combining. Role play items include the Samurai Sword and Samurai Morpher, with the lead item the DX Roleplay Sword with double extension feature. Girls Fashion creation line Harumika has a number of additions, with eight new style accessory packs which include three pieces of fabric and a collectable bracelet. Super Style packs include six pieces of fabric, three varieties of belt and rhinestone stickers, plus the collectable bracelet. Style starter sets, with mannequin, are available with themes including Exotic and Surfer. The Designer Dress Form sets include mannequins and four themed pieces of fabric with five sets to collect. Also new are Party Dress sets to create deluxe dresses. The Style Studio Portfolio comes with a black storage case and the Runway Showstopper Set includes a folo-out catwalk and a USB camera for uploading designs to the official website. Launching in July, PopPixie is a new range of collectable mini-fashion dolls aimed at girls aged four to nine. Available products include a Collectable Figures Tube with three dolls and a pet figure. PopPixie My Secret World is a lockable ball with a play-scene inside with a mini PopPixie figure, furniture and accessories.
There are also four 12cm dolls with detachable wings and shoes plus hairbrush and mirror accessories. They are also available with an animal friend. The Magical Doll with Wings line comes with detachable glitter wings and jewellery accessory. Also available is a PopPixie car and two play-sets – the Magical Swing and the Cake Shop Play-set. The new Tamagotchi for 2011 is Tama-Go, which has a changeable faceplate and works in conjunction with attachable and collectable Tamagotchi characters which are used to activate new games on the unit. The line launches in July. And lastly, creativity toy Badge It! returns in March. Pre-school Folksy African Cbeebies show Tinga Tinga Tales grows with 15cm small plush; 25cm plush with sound and key item the Up, Down and All Around Monkey which has a built-in sensor which recognises which way up it is. New for 2011 are Individual Bath Figures, launching in spring/summer, as is a range of musical instruments including a Lion Tambourine, Monkey Drum and Tickbird Whistle. The Slider Bath Set and Musical Ring will arrive in autumn, with the Shake n Walk Elephant, controlled using maracas. Chloe’s Closet is a new CITV programme about a girl with a magical closet. Bandai’s toy line includes collectible figures, play-sets and interactive plush. Noddy will have a new toy line for autumn. The range will include Miniature Plush; 30cm plush; My Friend Noddy Pilot doll; Noddy Mobile Phone; Noddy Camera; Click Clack Noddy and His Taxi; Fix and Go Monster Truck; R/C Car and the key item the Take off in Toyland airport play-set.
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Sabine Dix, National Account Manager, Tomy UK Best bit? The buzz of the venue itself and the excitement of showcasing the product range, that the team has worked so hard on, to existing and new customers Worst bit? Really struggling to find anything negative, not even aching feet beat the buzz Early night or drinks after the show? Early night? That's for retirement. Definitely drinks after the show to celebrate the hard work that's been put in Hangover tip? Bacon sandwich and sell, sell, sell Flats or heels? Heels by choice, not too high as there’s nothing worse than a pained expression smile while presenting on day two Best ever memory of any Toy Fair? Winning awards with my previous and current employer. Bring it on
TOMY Tomy is set to start the New Year with a bang at Toy Fair 2011. Taking an upstairs stand with expanded space, the firm is creating a strong presence by sponsoring the stairway to the upper level, as well as planning a selection of stunts. Tomy will be unveiling Clayzee, a new range of arts and crafts kits based on a model making material, which allows children to create models that mimic the look and feel of cork, wood, stone, pottery and fossils. Making mistakes can also be incorporated into play with the range of Clayzee Eraser kits. Expanding the arts and crafts sector further is O-glo,
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GALLERY 115 the first arts and crafts kit to feature full colour glow in the dark effects to add to the finished result. Another new line set for its first outing at Toy Fair, is Teacup Piggies – a collectable craze for girls. Teacup Piggies are based on the celebrity trend for real micro pigs, yet these toys are a fraction of the cost. Each pig has its own unique personality and comes with a teacup, birth certificate and feeding bottle, and will oink, giggle and say 25 phrases. Tomy is also launching K’Nex Mariokart Wii, the only range of Nintendo licensed construction sets on the market. The sets let children
build their own Mariokart track using K’Nex and then race the Mario characters around them. The Tomica range will also be extended with two new sets, including the Mega Highway play-set and Metro City set. The Metro City set lets children build train tracks both overground and underground and features a metro train with lights. Also launching will be two new larger Hyper City Rescue vehicles – the Hyper City Rescue Heli and the Hyper City Rescue Hover – which feature containers to transport the smaller Hyper City Rescue vehicles. Boys will now have even more road
and rail to play with, when building and extending their Tomica worlds. With the second part of Harry Potter and the Deathly Hallows hitting screens in 2011, Tomy will also be revealing its expanded range of licensed toys, with new action figures and wands allowing kids to recreate their favourite Harry Potter moments. Kids will also be able to continue the battle of good vs. evil with Duelling Battle tops, featuring three different pack sizes and plenty of potential for collectability. Children can then fire the character themed tops into an arena to see who is the last spinning top standing.
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Jacqueline Taylor-Foo, Sales Director Best bit? Seeing everyone in one place Worst bit? Seeing everyone in one place Early night or drinks after the show? Drinks after the show Hangover tip? Lie in... I mean a bacon sandwich and Berocca chaser. Flats or heels? Heels Best ever memory of any Toy Fair? Receiving Activity Toy of The Year for Benderoos at last year’s Toy Fair dinner (and not tripping up on the way to or from the stage).
SPIN MASTER Spin Master is delighted to have finished 2010 in the top ten UK supplier rankings and is looking forward to another year with many new brands, licences and products. Zoobles, the new girls’ collectables brand, was unveiled in January. Launching with a TV campaign delivering over 1,000 TVRs targeted at girls aged four to nine in spring, the brand will also be bolstered by a media promotion with Nickelodeon, online advertising driving to Zoobles.com, plus a PR campaign which includes product demonstrations and giveaways. The world of Zoobles introduces over 150 different creatures from different lands and underwater worlds such as Petagonia and Seagonia. Curled up in little balls, Zoobles come to life when you place them on their happitat. The balls transform into colourful animal characters to play with. Press their heads and their eyes blink, or ears wiggle. As well as Single Zoobles, the spring/summer range contains Twobles, HairDoobles and a play-set featuring an exclusive Zooble, plus unique mini Zooble.
E131 In fashion dolls, the Liv girls will be joined by new boy doll Jake. Liv dolls are fully poseable and can be placed in over 150 different poses. They also feature interchangeable wigs which can be cut, washed and styled, as well as realistic eyes. Bakugan Gundalian Invaders hits TV screens in the New Year and introduces the new Battle Gear and Super Assault brawlers, increasing the core line and featuring new transformations and refreshes across the whole range. This month, Bakugan Dimensions, a new MMOG (Massive Multiplayer Online Game) goes live and heat reveal codes found on all new brawlers encourage kids to take part in free online battling. Gundalian Invaders will be supported by a major TV campaign, featuring four creatives, new collectors posters, print and PR to encourage collecting and battling among both new and existing consumers. Tech Deck continues to grow with strong new licences and products on board. 2011 will see new TVadvertised skate parks, including the Paul Rodriguez Skate Lab in spring,
plus new ramps and over 480 new board designs across a range of price points, keeping things fresh and further driving collectability. Disney’s Tron: Legacy 3D movie, launched in December, was the much anticipated film of the season, and a new range of Tron figures featuring Impulse Projection, sound and light will be launched in the spring for the DVD launch. The iconic Sam Flynn will be available as a 12-inch figure along with new vehicles and play-sets, reflecting the film action. Air Hogs looks set for another strong year with the award winning Vectron Wave back on TV and three new lower priced Air Hogs launching in spring. Autumn will see the launch of two new TV campaigns. Moon Dough Magic Zoo launches in spring for magically moulding gorillas, penguins and bears that walk and easy pop moulds for making animal enclosures. In Moon Sand, there are further extensions of the Sweet Delights and Construction ranges, including Candy Factory and Cookie Sets for girls and the Destruction and Digger sets for boys.
Gomu Eraserland are collectable puzzle erasers. Kids can collect and swap over 100 erasers and packs start from 99p, with licences and play-sets to follow in autumn. Bizu is a new bead toy. Kids can make bracelets and necklaces from thousands of bead combinations, then twist them up into animal characters. With a quick pull they are back to a bracelet again. There are 60 different animal characters, in four different themes and a Design Studio for storing the beads. Fab Effex is a fabric that can bend, shape, twist, wrap and stick to stuff to decorate and design. No glue is required and the fabric can be reshaped into its original shape for use over and over again. Each pack contains full fabric sheets, pre-cut shapes and an idea-packed book of designs to make including rings, cards, key rings, animals and dolls and much more. Also new for autumn is Aqua Sand – the sand that never gets wet. The range features a Polar Playground, with penguins to splash about and play with, a new play-set in Water Fairies and Jungle themes and single refills.
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Clive Wooster, MD, Learning Curve Best bit? The hour before opening on the first day when we’ve done the build up and await our customers. Worst bit? The hour after closing on the last day when we are shattered and still have the break-down to do. Early night or drinks after the show? Early night Hangover tip? An early morning run before breakfast. Flats or heels? Not applicable – unless someone knows differently Best ever memory of any Toy Fair? Always the last one, as long as it went well.
LEARNING CURVE Learning Curve (formerly RC2) has a range dominated by its Chuggington die-cast and interactive products, plus its well-established Thomas and Friends Wooden Railway line and a new Disney licence – Special Agent Oso. There are more than a dozen new vehicles in the Chuggington die-cast range, plus new play-sets, destinations and track packs. Key new play-sets include Mtambo’s safari set and the dynamo powered Chugger Championship Deluxe Play-set which has automatic features that change the actions of the racing engines. It also features a trophy, which pops up to show the winner. It will be a TV-promoted line, launched in July. The range will feature more than 30 collectible vehicles, plus three new themed destinations for the central characters – Wilson’s Departure Station, Koko’s Repair Stop and Bewster’s Weigh Station. New trains include Hoot, Toot and Speedy McAllister.
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F50 The Chuggington Interactive range is an open-ended train system which features smart technology so that engines recognise and react with each other and with key station stops. The 2011 line-up has more than 15 collectable engines, as well as three new play-sets including the TVpromoted Steam Around Old Town with Puffer Pete which features ‘real steam’ (well, ionised water) when the whistle blows. New destinations include the Safari Park with animal figures and Trainee Roundhouse with Vee. Other sets include Wash and Fuel Set with Brewster and Wilson and Dunbar Starter Set. Thomas Wooden Railway sees new characters and sets from the Misty Island Rescue and Charge of the Steam Brigade DVD releases, plus new additions to the battery-operated and talking engine ranges. The Early Engineers line will feature a total of 11 engines including three new lines for 2011.
There are also three new sets, including the Busy Day at Sodor set. Highlights for the year include Talking Percy, James and Gordon, with new sounds, phrases and lights, and a battery operated Charlie which joins Thomas, Percy and James in the self-propelled engines line-up. New play-sets and destinations include Old Wheezy Slinging Crane and Captain’s Shed, with movable parts; Thomas and James Starter Set; Beginners’ Set and 28-piece Battery Powered Figure 8 Set, which comes with an exclusive Fat Controller signal piece. New to Learning Curve is the Playhouse Disney hit Special Agent Oso (which is essentially James Bond for pre-school) for which it has developed a range of figures, vehicles and play-sets. The figure pack assortment of 7cm tall figures include magnetic technology that triggers activation points in mission packs, vehicles and playsets. There are three different
mission packs, each including a custom figure and action vehicle. Each of the three available vehicle packs contains a character, special spy gear and a vehicle. Play-sets include the R.R Rapide Play-set, which expands to 90cm long revealing a motorcycle launcher, magnetic activation points and a control centre with lights and sounds. Role play will be launched in 2012, with an Oso Jet Pack. Marketing support includes a consumer campaign targeted towards mums with online advertising, print, press and PR. There will also be retailer promotions. Lastly, the Bob the Builder range continues with Project Build It, which has four new pull-back vehicles and new packaging. Range highlights for 2011 include Scratch, Bristle, Gripper and Grabber pull backs; a new logoed Bob helmet for role play and a radio-controlled Bristle vehicle.
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Sarah Holden, Brand Manager for Girls
HTI HTI presents a collection of licensed and own brand toy ranges for 2011. Supporting an iconic fashion brand still taking the girls market by storm, HTI has a new range of Hello Kitty role-play toys. New for autumn/winter, HTI will offer a Hello Kitty Nail Care Set and Hair Care Set, with all the accessories needed for a pampering day. The new range features the Hello Kitty Graphic Traffic design style and iconography associated with the property. In addition, HTI provides a wheeled toy range, including the new Hello Kitty 6V Scooter with rechargeable battery. Also showcasing at Toy Fair is a new range of Phineas and Ferb wheeled toys. The range includes the new Phineas and Ferb Folding Scooter with Agent P graphics. Also featured in the new wheeled range is Phineas and Ferb In-Line Skates, Skateboard, and a Helmet and Protection Set. To add to this, HTI also introduces its new range of Club Penguin wheeled toys, the range will launch in autumn/winter and includes a Folding Scooter, In-Line Skates, Skateboard and Helmet and Protection Set. HTI consolidates its strength in the role-play category with a wide range of role-play toys and play-sets
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B100 inspired by classic play patterns, many with innovative features for realistic modern-day play. Based on the design of real-life home appliances, HTI introduces a range of uniquely tooled household items within its Zanussi range. New for autumn/winter, the Zanussi Panini and Waffle Maker has realistic lighting and sound effects. Also new for autumn/winter is a new range of Ben and Holly dolls, prams and role-play toys. HTI this year introduces a new Ben and Holly Magic Kitchen, with magic oven door, featuring Nanny Plum. The range also includes a Ben and Holly full length, floor-standing dress-up mirror with Ben and Holly design. Also available for autumn/winter is a Dressing Table and Stool. The Winnie the Pooh range is added to with the Activity Mower. Also available is a picnic set for a picnic party with Pooh and friends. New ranges are also being added to the market leading prams and pushchairs licence, Mamas & Papas. The range includes the X-Cel Pram, a traditional style deluxe pram featuring a reversible hood and cover meaning four looks in one. Silver Cross has new designs this autumn/winter too, with the new Surf Pram from HTI. Also undergoing
new styling is HTI’s Peppa Pig dolls Prams and Pushchairs. The range includes a Twin Stroller and a Three Wheel Stroller. New for JCB for autumn/winter, is the JCB Multi Construct range. Kids can build a construction machine using an array of vehicle pieces with the tools provided. The range consists of four lines – Backhoe Loader, Dumptruck, Low Loader and Backhoe and the Assembly Plant. The Teamsterz Big City Stacking Garage is new for autumn/winter. The Teamsterz four level Stacking Garage comprises of a garage with car wash, a helipad and a petrol station. The firm is introducing a range of Stacking Garages so that kids can continue to build up the floors. The range also includes a Wheel Loop Track set and Wheel Garage, both of which pack away into a Teamsterz wheel. Finally, HTI introduces Iball 3, an interactive memory game with six lights and three colours – just turn all the lights the same colour. If you can crack this in the set time, level two is unlocked. Now four colours, so the challenge really begins. If you beat Iball 3 and find a unique code, register it online at Iball3.com and you can compete worldwide on the Iball 3 leader board.
Best bit? The great feedback we get from our retail customers and licensors on another fantastic Toy Fair stand and product range. It’s really the culmination of months of hard work and it’s great to have a forum to gauge reactions and get a feeling for the year ahead. It’s also a great opportunity to get together with others in the industry and enjoy some wellearned socialising Worst bit? The ‘military precision’ planning that goes into organising HTI’s stand at the show. It’s a huge and painstaking undertaking and that’s before we even get to Olympia for a day or two of ‘hard labour’ setting up the stand – it’s all hands on deck at HTI Early night or drinks after the show? One or two fizzies….it would be rude not to Hangover tip? A bacon butty and a few strong cups of tea – we’re northern Flats or heels? Both. The experienced Toy Fair woman ensures she has footwear for all eventualities Best ever memory of any Toy Fair? The year Gary Lineker helped us promote one of our ranges is quite memorable. Needless to say all the HTI girls became giggly and dreamy eyed, but it was Andrew Coplestone that got the best picture with the man himself.
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Phil Ratcliffe, Sales and Marketing Director, MV Sports Best bit? Going back to exhibit at Toy Fair after 11 years. When we walked round Olympia last year we noticed that the fair had regained its ‘mojo’. We thought we were missing out on something and needed to be back. Worst bit? The cost.
MV SPORTS MV is returning to Toy Fair after an 11year absence. Following another successful trading year, the timing is ideal for the firm to showcase its new selection of innovative products. As a specialist in character wheeled toys, MV Sports’ portfolio of licences is further strengthened with the addition of several new properties such as Ben & Holly’s Little Kingdom. The new collection has been well received by retailers and meets the growing demand from consumers for a new pre-school girls’ wheeled toy range. The firm’s new line-up of trikes, tri-scooters, bikes and cycle accessories accentuates the quirky nature of the property. The new Tinga Tinga Tales range is based on the BBC series inspired by traditional African animal folktales. MV’s wheeled toy collection aims to bring to life the heart and soul of the stories. With vibrant colour-ways and prints the distinctive artwork provides an eye-catching range aimed at both boys and girls. MV’s pre-school wheeled offering is underpinned by the trio of Thomas & Friends, Bob the Builder and Fireman Sam. To complete the line-up
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B19 for pre-schoolers the firm also has Waybuloo and In the Night Garden, both of which have been refreshed for 2011. The innovative Secret Scooters concept has been further established with TV advertising during 2010. Available as both an in-line or triscooter format, these scooters add extra value with a drawer containing collectable toys. Designs are available in Ben 10 Alien Force, Star Wars and Moxie Girlz MV’s older girl offering is boosted by Moxie Girlz and Angelina Ballerina. These collections come with shimmering paint, floral decals and rainbow tassels. Leading the way for boys’ wheeled toys are action-packed ranges based on Ben 10, Star Wars and Doctor Who. Look out for some innovative new scooter concepts, which capture the essence of the three properties. The company’s older boy offering will be enhanced with the introduction of ranges based on the new movies for 2011 – Transformers 3, Thor, Captain America, and Warner Brothers’ latest super hero franchise, Green Lantern.
MV has also recently expanded into the dolls and plush markets with the introduction of Goochicoo role-play characters. The interactive dolls have a range of play features and mimic the characteristics of real babies in a comical way. With a plethora of TV advertised ranges and price points to choose from, Goochicoo is set to grow stronger in 2011 with the addition of key new characters with new features. The outdoor play equipment brand Hedstrom is renowned for its quality and value for money and is one of the UK’s top ranges of metal swings, slides and multi-plays. The collection features products ranging from a simple see-saw to large-scale swing and slide combinations. MV Sports’ pioneering Kickmaster range of goals, balls and accessories has established a benchmark for kid’s football product in the UK, and continues to set the pace ten years after it was first launched. Often imitated but never bettered, all Kickmaster products are designed to promote practical skill development in an absorbing and challenging way.
Early night or drinks after the show? Definitely drinks after the show. I vaguely remember some great evenings at the Copthorne Tara. Hangover tip? Breakfast in the greasy spoon round the back of Olympia. Flats or heels? Skates or scooters. Best ever memory of any Toy Fair? There are so many, but the one that stands out was the time we convinced US employees of a major toy company about a phenomenal character licence that didn’t exist. We gave the whole back story on the characters, informing them that they were sweeping the nation and that they should get on board immediately. This one backfired a bit, as they then reported back to HQ and I subsequently got a request post show from a senior US figure asking to send urgent ‘chapter and verse’ marketing information. It was a long time ago.
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Katy Fletcher, Brand and Marcomms Manager, Re:creation Best bit? Socialising with the trade. Worst bit? Standing on your feet all day. Early night or drinks after the show? Drinks after the show of course. Hangover tip? Keep drinking. Flats or heels? Flats for me. Best ever memory of any Toy Fair? When Cherie Blair visited, she tripped up the step on our stand and nearly landed flat on her face.
RE:CREATION Re:creation is driving significant sales growth by focusing support on its three core business areas: Lego licensed range, pocket money toys and the Razor brand, which has exceeded expectations with a sales growth in excess of 100 per cent for the second year running. With ambitious growth plans, Re:creation aims to continue its strategy focus, by placing significant emphasis on new product innovation, consumer marketing campaigns and targeted trade support. The global Razor brand will be the driving force in Re:creation’s growth plans, offering cutting edge innovation and range extensions. One of the new products is the Razor Graffiti Chalk Scooter that lets the rider ‘take art to the streets’. With three different coloured chalks specifically designed for the back of the Graffiti, the rider can leave their mark in a trail of multi coloured chalk on the pavement.
B130 Another new addition will be the autumn/winter launch of the E-Spark, an innovative fusion of two of Razor’s best selling products. To support the new launches and build Razor’s profile, a multilayered marketing campaign will run throughout the year, with significant investment in TV, online media, PR and sponsorship. Additionally, February will see the launch of the nationwide tour of Team Razor UK, which engages with children of all ages from toddler to teenager. Re:creation’s gift team is positioning itself for another big growth year where new product innovation and line extensions are planned for Lego, Monty Python & Stylophone. The Lego licensed portfolio has already achieved instant success through the Lego Lights range and category expansions now include storage and play, consumer electronics and stationery.
Recognising the success and longevity of the Lego licensed portfolio, Re:creation is further expanding within three new categories: luggage and travel, lunchware and room decor, all supported by a PR programme. Re:creation is also extending the reach of the ever popular Stylophone property. Delivering on this brand promise has led to the development of a range of cool new music gadgets, including the new Stylophone Remixxr and the Stylophone Vocoder, which can all work with Apple’s iPod and iPhone among other devices. Following on from the success of its soft launch in October last year, Monty Python is poised to become a strong men’s novelty gift line for 2011, with an already established fan base across a range of price points. Over the last three years Re:creation has evolved its impulse offering to create new crazes and incorporate the strongest licences.
Trebling its business value year-onyear, Re:Creation’s aim is to bring together a portfolio of TV-supported Impulse toys targeting both boys and girls and accompanied by impactful merchandising solutions and in-store promotions. Among the fresh lines launching next year is the all-new Space Putty, an innovative versatile putty in compelling colours, aimed to keep kids occupied for hours. With its multifunctional play value, the new line-up will include a wide variety of unique puttys in blister packs, tubs and aliens. Space Putty and seven other pocket money lines will be supported by a heavyweight TV campaign, which will be running throughout the year to generate awareness. Re:creation will be showing all of its new lines at Toy Fair, while there are other new developments that will be on display but are still under press embargo at time of writing.
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VIVID 2010 proved to be a double-digit growth year for Vivid Group with Crayola, Animagic, JLS and Toy Story 3 delivering strong performances. For 2011, the plan is to grow the business by eight to 12 per cent, which, in a challenging economic and retail environment would be a strong result. Innovation through new product development and licences, coupled with marketing programmes continue to be Vivid’s strong business platforms. Crayola enjoyed spectacular growth last year, particularly with back to school and Q4 and the brand has doubled in turnover in the past five years. For 2011, the goal is another 15 per cent growth. New Crayola Outdoor will feature on TV from Easter with 3D Chalk leading a range of sub £10 proven successful US lines. New for autumn will be four new big box TV lines including Beginnings Five in One Art Desk, Disney Princess and Cars 2 Story Studios and Catwalk Creations. Additionally there will be new Sticker Studios and Projectors for both Disney Princess and Cars 2. Perennial successes Doodle Daisy and Spinaroo coupled with last year’s top performers Doodle Penguin, Magic Light Brush and Glow Dome will also be TV supported. In two years, Animagic has grown to be a £13 million+ powerhouse girls plush brand in the UK and Ireland. New launches for autumn include Sunny My Pick-Me-Up Puppy and Benji, the interactive Westie terrier. There will be five TV campaigns for Animagic across the year. The Moshi Monsters toy line launches this month in the UK and Ireland and autumn additions to the line will include lead characters Katsuma and Poppet TV-advertised
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feature plush lines and Moshlings Treehouse Play-set, as featured on the game site. Action Games and Collector Sets will also be added. Darcey Bussell’s Magic Ballerina dance and DVD role-play set is for girls aged three to seven. Launching in August, the concept will be supported with TV advertising and will retail under £20. Teeny Little Families started strongly in 2010 and is augmented with a new range of collectable families and houses for spring and autumn. It will be TV advertised across the year. JLS Collector Dolls were the surprise hit of last Christmas and this year will see more new JLS lines added for autumn.
GOLDEN BEAR Arriving at Toy Fair is Golden Bear’s new master toy licence, Driver Dan’s Story Train. The pre-school brand has already established itself with TV audiences and consumers. The toy range comprises of plush, plastic and a range of arts and crafts products, including the Driver Dan’s Story Telling Train. Children can insert different story books into the train to listen to the stories or simply push the train and its carriages along. An array of new Ben and Holly’s Little Kingdom products are on offer for 2011. Girls can practice magic with Holly’s Magical Wand – with a wave of the wand, Holly will appear and say one of five different phrases. The Magical 3D Television will show Ben and Holly in a new dimension on Little Kingdom TV. Use the remote control to fast forward or rewind the show and watch through the 3D glasses.
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Meanwhile, a collectable Justin Bieber range hits the shelves from January. Revealed at Olympia for the first time, Vivid’s Furrblings will be supported with TV, PR and social media campaigns. Happy Feet 2 is released in the fourth quarter and Vivid will support the Thinkway interactive toy line with TV advertising from October half-term. Vivid will promote a new range of Cars 2 Klip Kitz with price points from £6.99 to £24.99, in addition to plush and a full range of Crayola themed art and craft activity sets. Licensed pre-school has become a big category for Vivid and next year sees the launch of two new properties with toy ranges.
Everything’s Rosie has been a ratings success for over a year now and a collection of toys, puzzles and games will launch in August supported by strong TV advertising and PR. Chapman Entertainment’s Little Charley Bear will launch on CBeebies in spring and a range of toys, puzzles and games will roll out early summer, again supported by TV advertising and PR. The show is targeted at younger pre-schoolers and is narrated by Gavin and Stacey star, James Cordon. Roary The Racing Car, Timmy Time and ZingZillas will also be bolstered with new TV lines for autumn release. All will continue to be supported by pre-school programming.
E69 Also being introduced into the range is Holly’s Magical Vision Draw, where Holly will help kids with their drawings. Follow Holly’s instructions to complete a masterpiece. The Magic Vision Phone is also available. Press the buttons on the keypad and a character will appear and say one of five phrases. To see a different character, simply insert a new card into the back of the phone. Other key launches will include a new character joining the My 1st JCB Team – Dan Dozer. Dan is a Bulldozer who is young and can be naïve and looks up to the leader of the team, Joey JCB. The JCB range will also include the JCB Talkie. Fans of Joey JCB, Doug Drumptuck and Elvis Excavator can watch them appear on the screen as an animation and say different phrases. R/C Doug Dumptruck is also being introduced into the JCB range.
Remember to visit stand H1 Cartamundi will be there!
Cartamundi have a fantastic new range of card games to add to the existing retail catalogue. Be one of the first to view and order these new products come and visit us at stand H1 and say hello to the Cartamundi UK team when we’re more than happy to answer any questions you may have! view our complete range at
www.cartamundi.com Units 8 - 17 Sandhurst, Kings Road, Charfleets Industrial Estate, Canvey Island, Essex, SS8 0QY. Tel: 01268 511522, Fax: 01268 513109 or e-mail retail@cartamundi.co.uk.
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SHOW GUIDE TOY FAIR 2011
JUMBO GAMES Jumbo Games will be showcasing a new range of adult and children’s games and puzzles at Toy Fair. In the adult range, Jumbo actively seeks top artists and key licences to strengthen the offering. The company is celebrating the 35th anniversary of the ever-popular Falcon line in 2011 with the introduction of new licences, including Carry On and Shoot, and new imagery including a selection of Season Puzzles with strong marketing initiatives. Jumbo will also showcase humourous new puzzling concepts, iSpy and Things we Love to Hate, and a new Carry On puzzle for the Wasgij range at the show. It will also introduce innovation in the puzzle accessories category with the launch of the Fashion and Foldable Portapuzzle. For 2011, Jumbo is also looking to cement its strong position in the children’s puzzle and game market with new products and puzzle concepts for licences including Peppa Pig, Ben & Holly’s Little Kingdom, Fireman Sam, Horrid Henry and Disney Princess. The Disney ranges will be a big focus throughout 2011 with new activity puzzles, two puzzles in a box and puzzles in a tin for Cars 2 to support the upcoming film. Jumbo will also be showcasing a new Handy
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Manny electronic flagship game and a Disney Princess Magic Wand game. In the Disney Princess game, players need to work their way around the board by waving the magic wand and listening to the instructions – the first to get to the front of the castle and gain entry using the wand will be the winner. The Peppa Pig range has been refreshed with the introduction of new
images and themes from the latest TV episodes. New products include a puzzle and colour where once the puzzle has been completed, a child can turn it over and colour in the black and white image on the reverse. The puzzle and colour concept will also be available in Disney Princess and Cars. Key pre-school property Ben & Holly’s Little Kingdom will also see the
addition of a nine-piece wooden cubic puzzle, which allows children to create four different scenes from the show, collectable puzzle in a tin and giant snakes and ladders game for 2011. Jumbo will also introduce new low price point games featuring Fireman Sam, including the Fireman Sam electronic game and Fireman Sam Dominoes. 2011 is set to be a busy year for CITV boys’ property Horrid Henry with the launch of a live action 3D film and Jumbo is producing both puzzles and games for the brand. The range includes a 100-piece discovery puzzle, where the puzzler has to find objects inside Henry’s chaotic bedroom, two 70-piece puzzles with stickers and two games – playing cards and a slide and find game. Jumbo will also extend its educational generic puzzle range, Grow with Jumbo, with two new stepby-step puzzles and the educational Grow with Jumbo Market Sweep Lotto game. The lotto game helps young children to learn about different food groups, including meat, vegetables and fruit, while having playing. With many more new products launching at Toy Fair and throughout 2011, Jumbo looks forward to welcoming visitors to its stand to discuss all developments.
B50 LeapFrog aims to consistently create educational toys, interactive books and electronic games that inspire a love of learning. All products help children develop maths, reading, language and spelling skills, while having fun with the Leapfrog characters. 2010 has been a strong year for the brand, with the Leapster Explorer excelling and leading sales in its category. The firm’s product innovation has expanded in the past couple of years with the launch of a number of toys that enable children to play and learn, with the Leapster Explorer at the top of the list. For 2011, the Leapster Explorer has a range of new games, product extensions and European content while the learning toys and reading range, including flagship product Scout, also get some new additions.
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RAVENSBURGER Ravensburger has been acknowledged as the UK’s number one puzzle manufacturer (NPD January – September 2010). The firm plans to continue this success with new developments across all core product categories. New puzzle licences joining the stable include Angelina Ballerina and Penguins of Madagascar, plus new items for Bob the Builder, Charlie and Lola, Chuggington, Disney Cars, Fairies, Princess, Rapunzel, Toy Story and Winnie the Pooh. Ravensburger will also continue its long association with Thomas & Friends, and have plenty of new puzzle launches in the pipeline. There are expanded ranges for Hello Kitty, Top Gear, Spongebob Squarepants, Postman Pat, Me to You, In the Night Garden, Hot Wheels, Dora the Explorer, Dr Who, Disney’s Handy Manny, Bakugan, Barney and Barbie. Ravensburger’s adult puzzle range continues to grow, and the firm achieved its best-ever sales for the category in 2010. Its 2011 range offers a broad range of puzzle images, including specially commissioned UK titles and best sellers selected from its international catalogues. Games have also had a successful year, with Jolly Octopus and the Discover & Develop range proving particularly popular.
BI56 New developments include items based on Disney Tangled, the new Winnie the Pooh movie, Cars 2 and Hello Kitty. There are more Discover and Develop titles, including a redesign for the classic favourites Snails Pace Race and Rivers, Roads and Rails, plus a range of flashcards. The firm is also celebrating the 25th anniversary of its classic game Labyrinth, so watch out for Toy Fair activity on this product. In the craft area Ravenburger has enjoyed strong sales for its Hello Kitty Mandala-Designer, and is introducing a both a MandalaDesigner Drawing Machine and a Mini Mandala Designer featuring the girls’ character. Ravensburger will relaunch part of its 3D puzzleball offering, with a new 108piece range replacing the previous 96-piece format. With more pieces and a larger finished size than the 96-piece, the new ball appears across various characters including Hello Kitty, Disney Rapunzel and Disney Princess for the girls and Disney Cars, Toy Story, Ben 10 and generic Dinosaurs for boys.
IMAGINATION GAMES
Since Imagination Games won Best New Game at Toy Fair 2010 with Play That Tune, a lot has happened at the company. The firm has seen continued growth over the last three years in a declining market. 2011 will be an even bigger
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year for Imagination, starting with the launch of its new brand image at Toy Fair coupled with a host of new game products that complement the current range and provide value for money and bankable alternatives for retailers and consumers.
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The new collection offers games for all the family to enjoy, with a couple of brands geared towards an older audience. These include Ka’Donk, Ruckus, Pickles to Penguins, Get It Wrong to Win, Truth or Lies and Prank Caller.
2011 will also see Imagination launch a number of gifting lines for the first time at Toy Fair. The company is also researching and developing several in-store initiatives, which it believes are unique to the toy industry.
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SHOW GUIDE TOY FAIR 2011
SCHLEICH Schleich will introduce a new Historical Heroes collection, further figures for the fantasy Tribe of Arelan and a Bayala wedding theme for the magical World of Elves. In 2010, the Arelan Tribe joined Schleich’s World of Elves, with each hero taking on characteristics of his animal companion. Now, five new Arelan Heroes plus two Dragon Riders will join the tribe. Torak rides a brown bear, spear held high, and Fizzio, who favours life with his giant porcupine protector. Larger accessories will also be launched in autumn, including the new Arelan Raft. New products for girls will also revolve around the world of Bayala. The combination of horses and figures will now have a Wedding of the Elves to celebrate. New figures will be introduced in May, with major new accessories to enhance the theme in September. Elves Sireel and Solfur are to be married by the King of the Elves’ daughter, Eyela in play-set, the Elf Pavilion. The couple will then be carried away in the Horse Drawn Carriage. In addition, the Sunny Blossom Elf House provides the ideal place to display the couple after their nuptials. The new Historical Heroes collection, to launch in autumn will bring together the greatest warriors of all time into one formidable group that
BRAINSTORM Brainstorm is launching its new brand, Eureka, at Toy Fair. Explore the universe with the Eureka Deep Space Home Planetarium and Projector. With two domes, the planetarium projects rotating star or constellation patterns onto ceilings and walls. Rotate 180° and use the projector to view 24 coloured NASA and Hubble Telescope photographs of spacecraft, astronauts, planets and nebulae, from three changeable slide disks. And at bedtime the projector transforms into a night light. Eureka R/C Illuminated Moon can scroll through 12 illuminated lunar phases, operated by remote-control. The authentic moonscape shines moonlight and comes with a full colour moon facts booklet. The Eureka R/C Illuminated Solar System includes a full sun with eight rotating planets, operated by remotecontrol. Detailed, colour planets rotate on three separate orbits around the sun. By night the illuminated sun makes a night light. The product includes a space facts booklet. The Eureka range will also feature the 2-in-1 Globe – the 22.8cm daytime globe shows political boundaries and natural features, such as lakes and rivers. Explore the night sky with the illuminated night globe, which shows key stars and constellations. An advanced light-sensor automatically
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fights the eternal battle of good versus evil. Each of the eight new figures is matched to a role model from history and immortalised in a dynamic fighting position. For instance, the Ninja, a feared fighter in Japanese history, is dressed in black and ready for attack with a sword in each hand. The Roman soldier is set mid battle against a Celtic brave. The collection will have a central component, the Mighty Fighter Elephant. This enormous creature carries dangerous battle gear and wears fierce metal spikes on his head, tusks and legs and carries a fighter
with sword and spear. The piece can be enhanced with the Elephant Attachment, a giant platform that sits across the creature’s back and provides a stage for fighters to attack enemies. In 2011, Schleich will create a new retailer opportunity with the introduction of six Scenery Packs. Each set will contain figures and accessories, including at least one exclusive item, to create a complete scene. Retailers can choose from titles such as the Arelan Campfire or the Elves’ Wedding scene for the World of Fantasy.
Four Scenery Packs from the World of Nature will also be available. Schleich is matching the range development with a marketing drive for 2011. New consumer activity packs will be available around the world, which will educate parents while aiding the child’s creative development. Brand engagement campaigns will also be put in place, which will expose children to Schleich through other attractions such as zoos and wildlife parks. This, with increased consumer advertising and insert activities, is designed to heighten awareness.
D2 turns on the LED illumination whenever the room darkens, transforming the earth globe into a map of the stars. Eureka My Very Own Rainbow is a light projector, which uses multicoloured LEDs to display rainbow colours all around the room. At a lower price point, the Eureka Space Explorer Room Projector, with 24 colour NASA and Hubble Telescope photographs, projects onto the walls of any room. The new Eureka range also includes three practical science kits. The Solar Energy Kit is a complete solar lab in a box, with lots of energy conservation experiments. Make a working crystal radio that will pick up radio stations and carry out radio wave experiments with the Crystal Radio Kit. No batteries necessary. Children can also build a motor and power their own motorboat in the Electric Motor Kit. At a pocket-money price point, the handheld Eureka Nature Projector Torch has two domes to project different patterns onto bedroom walls. Available in two styles, with sea creatures or with wildlife projector domes. The Eureka Space Projector Torch has 24-colour NASA and Hubble Telescope photographs, on three changeable slide disks, which can be projected onto surfaces.
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SHOW GUIDE TOY FAIR 2011
ESDEVIUM GAMES The big focus for Esdevium Games at this year’s Toy Fair will be the new release of the Pokémon Trading Card Game. Kicking off what promises to be a banner year for its global fan base, The Pokémon Company has announced the upcoming 13th and 14th seasons of the children’s animated series (names TBA), which are slated for a UK television debut in 2011. CITV has confirmed the airing of the new seasons, ensuring prime time children’s television coverage. In addition to the new seasons, the international launch of Pokémon Black Version and Pokémon White Version video games for the Nintendo DS is set for spring 2011. The video games, which feature the Legendary Pokémon Reshiram and Zekrom respectively, recently broke a sales record, becoming the fastest selling DS games ever in Japan over the first week of launch, totalling 2.55 million units. Esdevium Games will be launching the new expansion of the Pokémon Trading Card Game, which will showcase never-before-seen Pokémon from the video games. The new generation of cards will come with added online value, with fans able to unlock features and activities from the world of Pokémon via the website.
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Pokémon is also beefing up its TV advertising for the TCG in the UK by 50 per cent with seven sets of commercials set to air in the new year, in conjunction with a multimillion pound DS game advertising campaign from Nintendo. Another product being showcased at Toy Fair will be the Cobi
construction collection. The range is compatible with other toy building bricks and there are several collections. These include Small Army, which features a range of military vehicles and bases; Action Town, complete with police, fire and construction vehicles and Cobi’s licensed ranges
of McLaren and Renault F1 cars and Boeing aircraft. New to the range is Cobi Knights which features full battle scenes with weapons, horses and fortresses. Esdevium will also have a large selection of board games and demonstrators will be on hand to give walk-through guides to them.
G15 This year, Wow will be launching more new toys than ever before at Toy Fair. Quality and play value are a top priority to the firm and its consumers with the ‘no batteries’ message still providing an important point of difference. Adding to last year’s launch of the new Wow Fantasy Range, are two new toys; Lunar Lenny, a push-along and rocking space buggy and George’s Dragon Tale, a Knight and Dragon friend that come with a pushalong chariot and working catapult and boulder. Visitors to the Wow stand will also be shown and given demonstrations for other new toys including Roll-itRiley, a friction-powered steam roller with mix ‘n’ match faces; rattling roller, Police Plane Pete, a friction powered police plane with rotating propellers and Jess ‘n’ Jake’s Playground, a play ground set with boy and girl figures, a see saw, slide and spinning roundabout. Also making its debut at the show will be Mario’s Pizzeria. The working pizza restaurant includes a magic oven with push-to-bake button, pizza delivery trike and a spin the chef feature to choose different toppings.
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MECCANO Meccano is set to launch two new ranges at Toy Fair. These will feature alongside new additions to its existing ranges making for a colourful 2011 collection including, space vehicles, racing cars, dinosaurs, building sets and more. First up is the new Space Chaos range consisting of a variety of collectable space vehicles, each with its own powers. Children from seven years old can build their own space ships and take part in a galactic battle between the baddies, Dark Pirates, and the goodies, Silver Force, in a quest to save the Green Crystals which give infinite power to the universe. The new collection includes drones, patrol vehicles, raiders and bombers. Another new addition is Turbo, a selection of racing cars, which are packed in a storage case, part of which forms the vehicle’s chassis. The six-strong collection offers two smaller kits which each build one model and two larger kits each building two. Turbo’s R/C Motion Control is the hero item in the collection. The set builds two R/C racing vehicles (one at a time) with an R/C handset that manoeuvres the vehicle through body movement as well as finger controls. The super cars also include light and sound effects. The range will be available from early
GREEN BOARD GAMES Thanks to support from retail partners and good response from consumers, it has become clear to Green Board Games that BrainBox is the essence of its company – playing and learning together is what its product portfolio aims to do. All products have been rebranded to reflect this change. New products include new BrainBoxes on subjects such as World History from the first Aboriginal settlers in Australia to the Moon Landing to the development of the World Wide Web. Olympian Sports traces the history of the Olympics, the events and athletes involved. An additional pack of 20 cards for World BrainBox is also available. Other new products include BrainLinks, a series of eight card games that help children aged 11 and over learn about subjects such as digestion and the solar system. An Elmer lotto game, the Double Brain Game, all the new family games from Mindware in the USA, including Pick Mix and a new range Colour and Learn books can also be picked up, shaken, tested and put through their paces at the show. The firm may also have more new products in place before the show, which will be on display to visitors.
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B150 2011 and is suitable for children from seven years old. New sets are to hit Meccano’s Build and Play range during 2011. The latest items adopt a new easier construction mechanism of clipping screws in addition to the range’s traditional nuts and bolts system. Build and Play Dinos is a new collection under the five+ years Build and Play umbrella. It offers a selection of three traditional dinosaurs built using flexible parts. Collect them all to build a bonus model. New additions to the Build and Play range also include the Mini Build and Play Plastic Case. Each of the sets builds two vehicles and comes in its own carry case. There’s also the new Build and Play Bulldozer, Side Car and Buggy sets, which each build a number of bold and bright cartoonstyle vehicles. Meccano’s Construction range will also see the Building Engines Tool Box previewed at Toy Fair. The kit builds ten vehicles, all of which you’d expect to find on a construction site. The flexible plastic parts, 6V motor and stickers bring movement and life to the models. The set comes in a bold yellow toolbox for easy storage and is suitable for children aged from five years old.
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SHOW GUIDE TOY FAIR 2011
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B149 Corinthian will be officially unveiling Puppy In My Pocket – Enchanted Valley at Toy Fair, the latest figure collection to join the globally popular In My Pocket family. Enchanted Valley will offer girls the chance to own miniature fuzzy figures of some mythical and magical creatures such as unicorns and fairies, as well as the traditional puppies. Each pack will also come with miniature storybooks about how the animals and creatures found themselves in the Enchanted Valley. A Mushroom Hut with a sparkly Teddy Bear family completes the spring/summer line-up. Following on from the launch of Baby In My Pocket in July 2010, Toy Fair attendees will be able to see the new arrival of Baby Triplets complete with triple stroller, triple rocking horse and triple high chair. Ocean In My Pocket will be refreshed in spring 2011 with a complete new series featuring animals with camouflage colour changing fur. Meanwhile, Jungle In My Pocket will see the addition of Rainforest Animals. Included in this range will be brightly coloured animals such as Toucans, Anteaters and Chameleons. An In My Pocket first will see the introduction of single bags each containing just one flocked figure. Other highlights in Corinthian’s portfolio to look out for include an extended range of the Snuggle Pets feature plush, new Ben 10 Ultimate Alien Collectable Figures and some new arts and crafts ranges.
JOHN CRANE
The John Crane stand has a host of new products at Toy Fair, but most notable is a whole new collection. The company has spent the last year compiling the best in wooden toys to present within the new range – Tidlo. Tidlo, or Tidlo Timeless Toys to give it its full title, is the culmination of many years’ product development at
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John Crane. Beginning life as Branching Out, the John Crane own brand collection, the toys in the range were quirky, colourful and educational. The range has grown year on year since its inception in 2005, and 2010 saw a complete re-brand by the company in order to be able to offer the collection to a wider audience.
The best of the John Crane own brand has been transformed into the new Tidlo Collection, along with some fresh toys. An at-a-glance age range symbol and category ensures retailers can show the toys in learning related sections and consumers can make an informed purchase.
The developmental icons on each toy are an added bonus to consumers. For instance, there is a new range of My First puzzles, including My First Jigsaws, My First Shape Matching and My First Peg Puzzles. All with chunky pieces ideal for children’s hands. My First Jigsaws come in four designs and each have four pieces to fit into the tray. The Lorry Shape Sorter offers shape matching along with a pull-along vehicle and a blue and chequered flag livery. Tidlo also provides ride-on toys. The Red Scooter and Motorbike along with the Lemon Scooter offers choices for both girls and boys. Each ride-on vehicle comes in high gloss paint with easy grip handlebars and pneumatic tyres. Alternatively, Rainbow Recorders and Rainbow Maracas both appear on a retailer stand for an impressive instore display. The colourful instruments are tuned so can be used in school for lessons and clubs. The launch of the Tidlo Collection will be backed by an impressive PR and marketing campaign including consumer advertising, promotions to raise awareness via schools plus a number of social media strategies. Retailers can request free point of sale with orders at the show to help actively merchandise the new section in-store.
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MARBEL
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Marbel is back at the 2011 Toy Fair with children’s toys from leading worldwide brands including Plan Toys, I’M Toy, George Luck, L’atitude Enfant, K’s Kids, Clics, Safsof, NYBY and Edu Science. The company has also announced that WWF Plush Toys, Hape, Educo and Anamalz have all arrived in the range. When you buy animals from the WWF plush range, you contribute to a future in which humans live in harmony with nature. The collection features over 70 lifelike products based on the world of wildlife. The Hape range is produced from the sustainable bamboo plant. The new e-racers by Hape have streamlined design features with bamboo as its raw material and a sporty look detailed with water-based paint. The cockpit is ready for an imaginary driver to jump in and take a spin and the roll-bars and oversized wheels add racing flair. The Anamalz range is designed in Australia and is an award-winning pocket money animal line created from sustainable maple wood and textile products. 40 characters make up the full selection and with a fully interactive website, featuring games, competitions and more, the Anamalz range are great as a collectable offering.
WORLDS APART
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Worlds Apart will be displaying its new corporate identity at Toy Fair 2011. Its new branding clearly identifies the company’s three core categories – play, home and ReadyBed – and offers increased clarity for customers, licensors and consumers. Within the three categories, Worlds Apart will be showcasing a number of new products such as the Rock ‘n’ Rolla, a toy that signals the company’s move into the ride-on market. Available in a bright, colourful cow or dog design, the Rock ‘n’ Rolla offers two toys in one – a rocker and a rideon – and its ‘grow with me’ feature enables the product to stand the test of time as the child grows and develops, giving multiple play opportunities. Key licences for Worlds Apart in 2011 are Hello Kitty, Cars, Lego and Winnie the Pooh. New ranges featuring the children’s characters will include a Winnie the Pooh bedtime selection with an interactive Trainer Bear. The plush toy helps parents create routine with a programmable timer that allows Pooh to become the spokesperson for bedtime, plus other key times in the day. With his interactive hide and seek game and variety of phrases. Hello Kitty will feature strongly on the Worlds Apart stand with a new range of nursery toys, such as a baby
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gym, crawl mat and sensory ball pit, and from the Go Glow range, the Hello Kitty Go Glow Pal, a nightlight, night time friend and play pal. The new Lego Go Glow Light with Projector will strengthen the Go Glow range, and Cars fans will be delighted with the new selection of bedroom furniture and accessories, including a Lightning McQueen Feature Bed. With the company’s inflatable ReadyBed having just celebrated its tenth birthday, there will be additions to the collection for boys and girls of all ages – Fireman Sam, Disney Princess and Cars 2 ReadyBeds will join the range.
Worlds Apart’s award-winning Dream Town Strawberry Stables will also feature at Toy Fair, along with the company’s other key licences such as Toy Story, Me to You, Peppa Pig and Thomas & Friends.
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FIESTA CRAFTS
The new Doowell magnetic Tell the Time wall chart and Magnetic First Words will be launched at Toy Fair. Packed with activity pieces and ideas, key educational concepts are supported at home, on the move or in the classroom. The Tell the Time magnetic learning clock teaches kids to tell the time in words, digital and 12/24 hour-clock, stage by stage.
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It features rotating hands and 68 colourful magnetic pieces comprising activity pieces for time association and number pieces to learn minutes. The included teaching guide will help parents and teachers educate children with the tricky but vital concept. Complementing the National Literacy Strategy, the double-sided Magnetic Words boards allow children to take pleasure in learning
words, forming sentences and writing practice through suggested activities like Bingo, Hangman and Storymaker. All sets include a dry-wipe board to stick the magnets to or you can simply stick them on the fridge. Magnetic Words for Reception Year includes the 45 high frequency words needed for the Early Years Foundation Stage, as well as providing valuable letter and word
practice and contains a useful drywipe pen. Moving on, and Magnetic Words for School Years one and two includes the 159 high frequency words for Key Stage 1 and develops vocabulary and writing skills. Meanwhile, Magnetic Words for School Years three and four includes the 114 high frequency words for Key Stage 1 and develops vocabulary and writing skills further.
JOHN ADAMS John Adams is set to announce a large product line-up for Toy Fair, with new products across the games, science, and craft categories. The new range will supported with TV advertising and PR programmes throughout the year. The company has secured the Rubik’s licence for 2011 and is set to build on over 30 years of success with the global brand. This year will see the launch of the new Rubik’s Race – a fast-paced two-player game. The iconic cube and the Rubik’s 360 will be relaunched with newly designed environmentally friendly packaging. Tetris is a global icon, and this year John Adams will be launching Tetris Link, a tabletop strategy game of blocking and linking, which builds on one of the most recognised casual gaming brands in the world. For younger children, Doggy Doo is an hilarious kids action game, which helps children learn how to take care of a dog. Feed the dog a meal, take the dog for a walk, listen to the sound effects and then scoop the poop. Three new Action Science products offer a hands-on interactive experience with Wallace and Gromit. The Liquid Clock 7000, Porridge Blaster and Wensleydale Watcher offer a mix of science and learning. The craft range features a revolutionary 5-in-1 felt maker. The Amazing Fab-Felt Jewellery Maker, is a
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5-in-1 multi-activity workstation, allowing children to create balls, bangles and felt shapes, which can be transformed into accessories and
jewellery. Other new craft products include Button Bracelets and Sand Doodler. There are also extensions to the Fuzzy-Felt and My First Crafts
ranges, plus many other products across all categories.
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WIND DESIGNS
Wind Designs specialises in sourcing, marketing and distributing innovative, active products and offer 1,000+ SKUs, including licensed properties such as Toy Story, Cars and Ben 10. Established for over 12 years, Wind Designs supplies a wide customer base including independent stores, department stores, online retailers and buying groups.
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The range includes flying, throwing and pocket money toys, water pistols, yo-yos, juggling equipment, unicycles, kites and more. The firm has exclusive distribution rights for many active products such as Zing Air, Oz West, Air Hunterz, Djubi, Flexifoil and Eolo Sport. It is also an authorised distributor for Hasbro’s Nerf and Super Soaker lines.
PAUL LAMOND GAMES At Toy Fair, Paul Lamond will be exhibiting its existing range of games and puzzles from preschool to adult, as well as launching some new additions. In the award-winning pre-school educational Chimp and Zee range, the company is launching two new games, Dodge the Dino and Who’s the Princess, and three craft/activity sets based on the themes of dolls, ponies and on safari. In pre-school licensed games and puzzles, Gruffalo’s Child, Mr Men and Dear Zoo join the existing Gruffalo, Very Hungry Caterpillar and Tinga Tinga Tales ranges and there are some new Scooby-Doo games. Humpty Dumpty’s wall game and Meerkat Mayhem join Hot Potato, Jumping Monkeys and Chairs in the skill and action range. This year Paul Lamond is significantly adding to its range of family/adult games. Atmosfear returns for its 20th anniversary, while the company launches Fatal Attraction – a game of magnetic chaos. Finally, the firm is launching two BBC games, Just a Minute, which celebrates its 60th anniversary this year as a radio game show and QI the Board Game. In the puzzle ranges, apart from the preschool licences, Paul Lamond is launching a range of 3D kids puzzles which come with necessary glasses. In 1,000-piece puzzles there are a number of new ranges including three Viz Puzzles. Finally for immediate delivery, Paul Lamond has four new low-price point travel/party games (two card-based and two dice-based).
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Wind Designs will have its full selection on display at Toy Fair. From a successful launch in autumn, Zing Air now has new additions including the Super Stomp Rocket, Double Shotz and Benda Blaster. The Air Hunterz ZX Crossfire – a high-tech launcher, which fires soft foam Zartz rocketz and the ‘stick anywhere’ foam Zartz dartz a
whooping 55ft in the air – will also be available to try out. Also on display at the event will be the Oz West impulse products including the Pop Ballz and Pop Shotz. Meanwhile, the new Nerf 2011 Super Soaker range will also be on display. Visitors to the stand who order early will be eligible for show discounts.
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SHOW GUIDE TOY FAIR 2011
CASDON 2011 is Casdon’s 65th anniversary and it will be well over 60 appearances it has made at Toy Fair. To celebrate this achievement the firm will be revealing new box designs. Casdon believes this investment will help drive retail sales worldwide and enable its products to stand out much more on the shelf. Casdon is introducing sub brands such as Little Helper, Little Shopper and Little Driver, giving the range a more parent and child-friendly appearance. The new packaging includes information on the benefits of Casdon Toys in relation to their educational properties, visual stimulation, hand-to-eye coordination, problem solving, motor skills, etc. After 60 years of being named Cassidy Brothers, the directors felt the time was right to change the company name to Casdon. With this being the brand name that is known, the directors believe this will give a clear and concise message to the trade, helping increase brand awareness and sales. With the new name and revamped look, Casdon is hoping to encourage new and existing customers to take more of the range and break into new markets with top-selling lines such as the Dyson Replica Vacuums, Henry and Hetty Replica Vacuums, Henry and Hetty Cleaning Trolleys, Hotpoint
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Replica Washers and Cookers and the Pick ‘n’ Mix Sweet Shop and Post Office Sets. The most notable new line is an alternative Dyson Toy Vacuum,
the Dyson Ball. Unlike Casdon’s previous Dyson replicas, this version has suction from the foot of the vacuum, it also twists and turns just
IMC TOYS
2010 was another great year for IMC Toys and as it enters its sixth year of operation in the UK, it is launching a product range to match its ambitions. IMC’s licensed range of products has grown with the inclusion of some key brands for 2011.
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like the real thing. The firm will be displaying a number of other new lines, of which details will be given at the show.
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Standing out, the Cars 2 range will feature walkie talkies, driving games, steering wheels and an animated Lightning McQueen Story Teller. Ben 10 is back with the Ultimate Alien series and IMC has a range of guessing games, disc launchers,
drawing projectors and the Omnitrix Walkie Talkies. There are also strong offerings in the Star Wars, Transformers, Gormiti and Spongebob Squarepants ranges, while an expanded choice of Spider-man and Marvel toys which include play-sets,
experiment labs and games round off the boys selection. Girls’ licences such as Disney Princess and Barbie have been increasing in popularity consistently. There are musical instruments from electronic guitars and keyboards to more traditional tambourines, recorders and xylophones. There are also electronic secret diaries, recording mics, skipping ropes that play a tune and intercom phones and walkie talkies. IMC also has a range of Hello Kitty products which includes the Chain Stitch Sewing machine. The infant and pre-school range has seen good growth in the past year with Winnie the Pooh and also Mickey Mouse and his adventures at the Club House. Following the success of the Story Teller, R/C car, keyboard and the feature packed guitar, IMC has added to the range with some keenly priced toys such as a lights and sounds pretend Camera, Spy Glass and adventure set, which includes everything needed for a day’s exploring. Minnie Mouse also has a new play kitchen and accessories planned for autumn/winter 2011. Pipi Max is a funny monkey and has been joined by two more friends for this year. Finally, the Unique I-motion Cars will be available at the show for anyone who fancies a test drive.
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TREASURE TROVE
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Treasure Trove now has a very focused business: Collectables (Breyer & Safari), activity (Sticky Mosaics) and pre-school (Brio, Quercetti, Scrunchbucket, Didicar and Bilibo). The focus on collectables is on extensions to the Breyer Saddle Club licensed range, which includes Saddle Club single horses, plus a Saddle Club Pine Hollow Stables set, added to the smaller scale Breyer Stablemates range. Breyer Saddle Club products sold through strongly in 2010 extending the world of Breyer to a much wider audience. The third new product is a Saddle Club version of the perennial Breyer favourite Paint Your Own Horse activity set. Of course, there is a wide range of line extensions to the generic Breyer Stablemates, Breyer Classics and Breyer Traditional ranges. 2010 was the year Sticky Mosaics took off for Treasure Trove, with sales more than doubling. 2011 sees more than 20 new products in the range and Treasure Trove expects sales to double again as it increases marketing support as well. The Brio wooden railway brand takes to the water in 2011. The spring/summer introductions focus on where the railway meets the sea with a number of port orientated toys, including boats and bridges.
ORCHARD TOYS In an average year, Orchard Toys aims to launch at least ten new products, each of which can take three months, or more, to reach production. The development process takes ideas through to mock ups, which are tried and tested with local schools and families, before they enter the production stage. Orchard Toys designs games and jigsaws around a simple theme. Often, this can be a children’s nursery rhyme or well known tale, which will introduce simple skills, such as colour matching/recognition or counting within the gameplay, or design, for children to learn while they are playing. The new products that Orchard Toys will be launching at this year’s Toy Fair are no exception with Three Little Pigs, There was an Old Lady (Who Swallowed a Fly) and Teddy Bears’ Picnic to name but three of this year’s selection. None of these titles will be new to anybody, but the firm uses their brightly coloured characters together with learning skills to make appealing products. This year Orchard Toys is celebrating its 40th birthday, with visitors being able to visit the stand to see, and play, with all the new games and jigsaw puzzles – and have a piece of cake.
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New for 2011
myStyle TM
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Toy Fair 2011 - Stand No.B60 Spring Fair Birmingham
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PEND TV S ...toys & gifts designed to inspire Interplay UK Limited, Unit D, Meter House, Fieldhouse Lane, Marlow, Bucks. SL7 1LW email: sales@interplayuk.com web: www.interplayuk.com
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GROSSMAN
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Watch out for the Tardis landing at the Grossman stand at Toy Fair. The company has added the Doctor Who licence to its established range of licensed products. The pocket money range includes water wrigglers, high bounce balls and fizz pods among other items. The outdoor range has some sleeping bags, chairs and the unique Tardis with a twist. However, the hero products will be the large Daleks and Cybermen, selling at around ÂŁ30. The new range is set to launch in conjunction with the next series of Doctor Who in spring 2011. There is also a strong emphasis on the existing licences, which include Hello Kitty, Star Wars, Ben 10 Ultimate Alien, Spongebob Squarepants, Dora the Explorer, Zhu Zhu and My little Pony to name a few. Also, not forgetting about the patented Ozbozz range which has been revamped to include new My First Scooters, new cosmic light scooters and new lightning strike scooters which will be backed with a TV advertising campaign for 2011. And, finally, the new Scorpion range of outdoor products will be launched at Olympia. This range is targeted towards slightly older kids.
THE PUPPET COMPANY The Puppet Company designs and wholesales hundreds of different puppets, including finger puppets, hand puppets and large body puppets. The collections incorporate domestic and wild animals, fairytale creatures, as well as many people characters of different sizes and ethnicities. All The Puppet Company products share strong design, incorporating attention to detail and good-quality fabrics. The Puppet Company is also the UK distributor for the Living Puppets collection. You may ask, why stock puppets? Well, the firm says the answer is simple. Puppets are regarded as a beneficial aid to support learning and language development in children of all ages and are used extensively in schools and nurseries as a valuable teaching aid. The Puppet Company products retail in a variety of outlets, including toy shops, gift shops, zoos, theme parks and garden centres. Various price points enable good POS.
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New for 2011 A ‘make-over’ for the world’s best selling science range for girls!
TV
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ADV
COOL NEW
PROD
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FAB NE PACK W AG ING
Toy Fair 2011 - Stand No.B60 Spring Fair Birmingham
TM
Spring Fair 2011 - Hall 3 - Stand No.A65
tel: 01628 488944
BIG
PEND
TV S
Interplay UK Limited, Unit D, Meter House, Fieldhouse Lane, Marlow, Bucks. SL7 1LW email: sales@interplayuk.com web: www.interplayuk.com
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GREAT GIZMOS Specialist suppliers of creative play kits for kids, Great Gizmos has a selection of new 4M lines for 2011, including new creations for the refreshed Make Your Own collection and projects for Green Creativity. There are several 4M craft and science kits to choose from, each with its own USPs. Many aspects of creativity can be explored with the kits, whether its arts and crafts, ecological and energy saving projects or scientific experiments. The Make Your Own series is expanding and the series has received a packaging makeover for 2011, ensuring a clearly identifiable product range and instant shelf appeal. Among the new items for 2011 are the Make Your Own Badge Art and Shrinking Craft kits. With the first, kids can make a badge for every occasion using four reusable badges that can be interchanged with new designs from the templates provided. Each box contains everything needed, right down to felt pens to decorate the designs. Alternatively, the Shrinking Craft kit will enable girls to create accessories that can be used as trinkets or jewellery charms. Simply colour the designs on the plastic sheet and pop them in the oven. There, they will shrink into mini masterpieces.
HORNBY On July 21st 2009, the London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) announced that Hornby, the models and collectibles group, had been awarded the licence to develop and market a collection of products associated with the London 2012 Olympic Games and Paralympic Games. The deal will see Hornby produce an extensive range of official London 2012 merchandise across its Corgi, Hornby, Scalextric and Airfix brands. Commenting on the licence award, Frank Martin, Hornby chief executive, says: “This is a great honour for Hornby and an important development for the group. We are delighted to have been granted a licence to develop a range of products linked to the 2012 London Olympic Games and Paralympic Games – the world’s largest sporting event. “We have some very exciting plans that we are developing with LOCOG to create official merchandise that will demonstrate the very best of London and the Games.” Both Corgi and Hornby brands launched products into the market in 2010. Throughout 2011, further products will be launched that encapsulate the spirit of the event.
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Another creative series from 4M is the environmental Green Creativity range. This year, three new items have been added to the collection. The Natural Rock Art kit is a rockery full of new pets that require no feeding, grooming or walking can be created. There are four rocks included to get kids started, together with birth
certificates for their new stone-faced friends. Included is a play scene and game sheet to turn the rocks into counter pieces of a board game. Alternatively, the Recycled Paper Beads Kit requires girls to insert strips of any coloured paper into the special tool provided, turn the handle and a paper bead will be created.
The kit includes lots of accessories to create paper jewellery. In addition to Make your Own and Green Creativity, there will be extensions to other 4M collections including Kidz-Labs, Create Your Own, Easy To Do and Green Science, all of which offer new opportunities for children to learn through creative play.
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RAINBOW DESIGNS
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E40 Wibbly Pig will take centre stage on the Rainbow Designs stand at Toy Fair as it unveils its new range for the first time. As a newcomer to Rainbow’s toy portfolio, Wibbly Pig is the star of an array of toys including the cuddly Hand Puppet, the soft Wibbly Pig with a stripy Blanket and three Wibbly Pig Bean Toys. The new Wibbly Pig Mix and Match card game features Wibbly in a variety of outfits, including a spaceman, dancer and robot and the Wooden Peg Puzzle is ideal for children’s hands. A fun, yet functional, new arrival is the Wibbly Pig Backpack featuring Wibbly’s soft face and ears. Also on show for the first time is The Gruffalo toy collection including the Gruffalo Magnifier, Plant Press and a creepy crawly Creature Cabin along with two new traditional wooden games – all created to encourage exploration and outdoor play. Toy Fair visitors can also see Rainbow’s new additions to the Stripy Horse range, which include the Wooden Peg Puzzle, Melamine Breakfast Set and Comfort Blanket, new lines in The Very Hungry Caterpillar collection, including a backpack and the new My First Paddington hand puppet.
UNIVERSITY GAMES
F10 Building on its growth plans of 2010, University Games is moving into 2011 with a number of new product launches. In time for spring/summer there is a new travel version of the Mr & Mrs game. Now players will be able to find out all there is to know about their partners while on the move. There are also two new educational games for pre-schoolers, The Pigeon Wants A Match and Don’t Let The Pigeon Drive The Bus. Adding to the children’s games portfolio is 20 Questions for Kids. The game of people, places and things fits neatly alongside the established Who, What, Where Jr and Sort It Out Jr. Smart Ass will continue to head the family games category, following its TV campaign in 2010. The investment in TV advertising will be repeated in 2011, together with the new launch for University Games, Five Second Rule – a fast paced game of thinking on your feet. The Michael Jackson’s King of Pop Game will make its entry into the market, alongside the planned release of more Michael Jackson music and film in 2011. University Games is keen to demonstrate its ongoing commitment to the games market with these product launches just a starter for the year with more to come.
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MOOKIE
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Mookie continues to grow in the outdoor category, with a vast range of innovations and new products ready for 2011. With many interchangeable accessories, the all in one Createaway Easel folds up, making it easy to assemble and store. Each play-set comes with various accessories and features and are suitable for ages three years and over. Fans of Swingball will be able to enjoy the new Tailball range, from the same 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. Each Tailball comes in a protective container and will be available in two sizes; light and extreme, perfect for indoor & outdoor play for the hardcore Tailball enthusiasts. Various games will include the Tailball Back Pack Attack, 2 in 1 Dart Attack, Tailball Extreme, Tailball Light, Tailball Flyer and the Tailball Rocket. The spring launch will be supported by a national press campaign with TV and PR coverage to start early in the year. The Scuttlebug and Scramblebug from Funtastic are folding tricycles for children aged one to three. With a three-step folding action, both ranges
are available in a variety of characters. UrbanX – the children’s bikes, carts and cars – are taking the Mookie wheeled range to a new dimension. The products complement the success of the Smart Trike and will be available from spring/summer 2011. Plans are in place for a marketing and TV campaign to start early in the year. Mookie’s Peppa Pig wheeled range continues to grow and 2011 sees the introduction of the newly refreshed playballs and ride-on toys. The YBike is also now distributed by Mookie. The balance bike has been engineered with safety in mind and developed to improve motor development, co-ordination and balance. The YBike makes the transition to learning to ride a bike effortless for children as young as two. The marketing and PR campaign will include a programme for schools and nurseries. The new YBike Extreme will be coming soon. The launch of the Mookie RC range provides indoor and outdoor products. Fully functional and easy to fly, all Titan family helicopters come with a gyroscope control. Mookie helicopters are available in three different sizes: Titan Nano, Titan Mid and Titan Grand.
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As a manufacturer of games cards, playing cards and trading card games, and a strategic partner to many games brands including Top Trumps and Monopoly, the firm understands its part in the process – getting your products in consumers’ hands, when they need them, at the right price point. Established for 30 years, Richard Edward has the capacity to produce in excess of 40 million decks of cards per annum using its fully integrated inhouse facilities.
The company produces trading card sets, card components for board games, stand-alone card games, and playing cards for promotional and conventional use, and delivers throughout Europe and worldwide. Also on offer is a range of specialist printing and finishing processes to ensure the company meets the most demanding creative brief, from foiling, to glow-in-the-dark or creating inks that react to temperature, to randomised collation
and unique coding within trading card sets. These services are in addition to Richard Edwards’ own product range, from our subsidiary, Redwood Cards. Redwood features Greencards, recycled playing cards featuring original designs, and to be seen for the first time at London Toy Fair, its new, contemporary version of the family classic, Happy Families. Original illustrations bring this product up to date.
The company offers excellent environmental credentials including FSC and Green Mark, together with scope to reduce your carbon footprint by purchasing a truly British product. It is also audited to Global Sourcing Principles (and can be found on the SMETA database), the ETI base code, and hold both Investors in People and ISO 9001 accreditations.
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BLADEZ TOYZ
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Bladez Toyz has for the second year running, been the only company to have an R/C helicopter shortlisted in Dream Toys. The easy to fly Bladez Micro, which was shortlisted, has been a top selling line. Bladez Toyz has grown over the last four years to become a market leader in designing and supplying innovative R/C helicopter toys. The product range is positioned to appeal to both children and adults alike, suited to all budgets and skill levels. The G-Bladez Gyro range includes both indoor and outdoor Gyro helicopters, which offer many benefits including auto stability and precision control, ease of flight, ultra manoeuvrability and a robust design. The helicopters are made from toughened aluminium, with collapsible blades and are fitted with a directional Gyroscope to give an unprecedented flight performance. Bladez Toyz has also introduced new in-store concessions for live demonstrations, allowing consumers to interact directly with the products. This provides the opportunity to speak directly with personable and approachable demo staff. Here, they can see the precision stability and hover control of the products first hand or try out the stunt car in the dedicated demo bowl.
HIPPYCHICK On display on Hippychick’s stand will be its range of ride-on, push-along and wooden toys, along with a new addition or two. Moover Toys are a Danish-designed range of wooden toys, which come in both a warm natural and a vibrant cherry red colourway. With their contemporary lines and classic retro styling, there are five designs to choose from. Choices include Baby Walker, Baby Truck, Dump Truck, Doll’s Pram and Rocking Horse. Four of the styles are delivered in an innovative self-assemble form. Moover Toys are assembled easily and quickly with an ingenious ‘click key system’, removing the need for any tools. The Wheelybugs feature multidirectional castors that allow easy manoeuvrability and limitless mobility for toddlers. The ride-ons help develop motor skills while kids play, also encouraging them to use a greater variety of lower limb muscles. The sturdy body and padded layer of sponge covered with tough polyurethane mean that the bugs can withstand any amount of robust love and fun. An easily grippable handle bar also means the Wheelybug can be used as a push-along toy for those first faltering steps.
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LE TOY VAN The London Bus is a new addition to the Budkins collections of characters, vehicles and play-sets from Le Toy Van. Perfectly scaled for the Budkins characters, the painted wooden bus includes a poseable Budkin bus driver character and has seating room for a further 11 characters. Finished in red with classic London livery, it features a removable roof and top floor for easy play access. The London Bus includes rubber tyres and features a classic style with an open ‘jump on’ entrance at the rear side. 2011 will also see the launch of many Le Toy Van products including Cherry Tree Hall, a three-storey doll’s house. At 92cm high and 66cm wide, it is the largest doll’s house Le Toy Van have ever produced. Further new products include Appleby House, another addition to the doll’s house range, and Emerald Castle, which features an angled tower structure. Also released will be a re-designed Camelot Castle and two new Budkin knight characters. Le Toy Van’s wildlife range will see the launch of a new farm play-set, Pippin Farm and two new painted wooden wild animal sets. The Honeybake range will be joined by a new three-tiered cake stand and a sliceable chocolate cake.
HABA Visitors to Toy Fair can see how Haba has taken its traditional wooden block construction system a step further with its new Building Blocks Technics. Based around familiar wooden shapes, the system adds clamps, wheels and axles to encourage construction of a wide variety of vehicles and structures. Trains, fire engines and cars can all be put together or kids can create something new. Youngsters from the age of three upwards can enjoy simply stacking the blocks, while the added elements come into play as motor skills and patience develop, extending the target audience up to the age of ten and beyond. Compatible with Haba’s other wooden construction sets, the Building Blocks Technics range comes in 26-piece and 49-piece sets. Also launching at Toy Fair is Haba’s new line of musical instruments, which combine the wooden toys with sound. From Rattling Shakers to Magical Sound Flutes, Haba’s new musical collection is designed so that the volume is suitable for even the youngest child. There are lots of individual instruments to choose from plus two Sound Workshops available – small and large – which contain everything needed to explore sounds, chimes and tunes.
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Also new is a selection of Budkins characters including fairytale, wedding and pirate ranges, along with a re-designed Phantom Ghost Pirate Ship.
Le Toy Van will be exhibiting all these new products at Toy Fair, along with existing core ranges. The firm will also be debuting many free merchandising options.
All Le Toy Van painted wooden toys are designed in the UK, while they are also ethically manufactured in Indonesia using responsibly sourced materials.
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GALLERY 129 2010 was a strong year for Maps Toys and Toy Fair will be the platform to launch more new products. The company will showcase new lines for the first time at Olympia. All of the new ranges to be introduced will complement the firm’s existing collections making it a one-stop shop for buyers looking for products that are a bit different and, most importantly, fun to play with. In addition, Maps will add to existing lines including new creatures for construction range Bloco. The foam construction toy allows children to build all sorts of creatures and animals and the new sets will include Dinosaurs and Primates at lower price points, to encourage repeat sales. Yummy Dough, the playable dough that can be eaten, will also feature and visitors to the stand will be able to get imaginative and sample their finished Yummy Dough creations. In 2010, Maps signed a deal with Benjamin Toys to initially distribute two lines under the Science Museum Banner. This relationship will continue and more lines will be added to complement the product collection, which includes the classic Climb@tron. All new lines and existing ranges will be supported by a PR and advertising campaign throughout 2011.
INTERPLAY
Interplay will be launching some new additions at Toy Fair, including an extension to its Wild Science for girls and a new collection of craft kits for older girls – Mystyle. Mystyle has been developed by the Interplay team, drawing on years of experience in the market.
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The aim was to produce a collection of creative kits inspired by the interests of today’s pre-teen market. Fashion and expressing creativity is the desire of most girls aged eight to 12, but never at the expense of style, which is where the Mystyle collection ticks all the boxes.
The collection enables girls to create jewellery and gifts that they will be proud to wear and share with friends. With Mystyle, there are no gimmicks. For example, the jewellery is made using the same techniques as professionals. There are plenty of kits available, from multicoloured
collectable bead bracelets through to the most intricate of paper bead, clay and shrink art jewellery. Each kit contains everything needed for the project, plus an instruction booklet. To extend the collection further, other kits will include home craft projects such as Japanese Friendship Dolls and paper card making. The brand will be supported with a marketing campaign, with a TV campaign and display advertorials in the tween girls’ press along with active PR. To complement the Wild Science for Girls collection and building on the Perfume Laboratory, Luxury Soap Science and Bath Bomb Factory, a new range extension will be launched at Toy Fair to enhance the brand. Aimed at girls aged eight to 12, there are several new kits to choose from, meaning girls can now create perfect pampering products, such as body lotions and mists, hair care and moisturisers, while learning the secrets of the cosmetics industry. The new collection will be supported by a girls’ magazine campaign and TV advertising. Meanwhile, for boys, there will be the wide variety of Wild Science for Boys, Technokits and My Living World sets. Plus, the 4D Cityscape jigsaw puzzles of London and New York will be on display.
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WINNING MOVES
The Barbie Fashion City Board Game is a board game for all young Barbie fans which requires quick and strategic thinking, as kids join Barbie for a day in her favourite Fashion city. Start the day with some exercise such as a tennis match, then stop off at the pool before picking up the poodle from the vet. At the end of a long day of activities, it’s time to start getting ready for a big night out in the city.
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But it’s not as easy as it seems. There are several symbols on the board, which players need to follow in order to have the best trip around Barbie’s Fashion City. The Barbie Fashion City Board Game will be distributed in the UK by Winning Moves UK. With the London 2012 Olympic and Paralympic Games around the corner, Winning Moves will launch its collection of London 2012 games at
Toy Fair 2011 and Spring Fair 2011. Topping the list will be a brand new British Olympic Legends Monopoly board game. It is being created to celebrate some of the greatest British sportsmen and women in the history of the Olympic Games. The new game will see more than 30 sporting icons swapping places with the traditional Monopoly sites of Mayfair, Park Lane and Pall Mall.
The public are also being given the chance to vote for their favourite British Olympic Legend, which will determine who will win a place on the board. Public polls for the voting will be launched at Spring Fair and members of the public will be asked to cast their votes online. The results of the public vote will be announced later in the year and it is anticipated the game will be in the shops by the autumn, in time for Christmas 2011.
GALLERY 215 With a stand twice as big as last year, Revell will be showcasing an array of new Model Kits including a Premium Titanic Set and London’s favourite classic Routemaster Bus. Along with the new models, Revell also has additions to its R/C and Xray ranges. The latest R/C Supermicros and the sleek micro helicopter sets will be on display, along with an exploration of the human anatomy with the latest Xray kit. Further releases on display will include additions to the Star Wars and Star Trek ranges as well as the recently released Da Vinci range, which brings to life the work of the inventive genius. The models created by Revell are made from wood, are based on Da Vinci’s original drawings, and are unlike anything else in the model offering, says the company.
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SHOW GUIDE TOY FAIR 2011
ZAPPIES Zappies will be introducing a range of new products on behalf of Wowwee UK and Wild Planet. Zappies’ line-up from Wowwee includes new product developments for the WowWee Paper Jamz brand with new instruments, new designs and new features and technology, including MP3 compatibility. Also available from Wowwee will be the Lite Sprites, the world of Lite-topia powered by imagination and illuminated by girls’ power to capture, transfer and share light and colour. For the boys, Wowwee Light Strike is the first 3D interactive laser game system that brings video games into the real world, live and in colour. Light Strike units are fully customisable, with built-in weapon choices and slots to attach accessories that add new features and functions. Interactivity puts you in the middle of combat. Conquer individual challenges, play one-on-one or play with a team. On behalf of Wild Planet, Zappies is offering Test Tube Aliens. Zappies’ line-up of Wild Planet products will also include the new Aqua Pets and the Denkosekka battle game. For Doctor Who fans, Zappies will also be representing a Battery Operated Ride-In Dalek, fully licensed by BBC Worldwide and manufactured by Kids@Play. The Dalek is approximately 1.25m tall with a six-
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volt motor and sounds and phrases from the programme. Andrew Hardwidge, sales director for Zappies, comments: “We are delighted to be showcasing the popular Wowwee and Wild Planet ranges at London Toy Fair. With new product news for the successful Paper
Jamz range, the return of some top toys and the introduction of truly unique new concepts, we hope our stand will be one not to miss.” Graham Spark, sales director for Wowwee UK, adds: “We are excited to join forces with Zappies for London Toy Fair. With a stronger portfolio than
CLICK DISTRIBUTION
Click Distribution (UK) was established in 2009 and is a key distributor of children’s collectable products throughout the UK and
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ever, we are offering new innovation into the best-selling Paper Jamz brand and will also be introducing unique new brands for boys and girls. No doubt London Toy Fair is the perfect venue to showcase the incredibly exciting line-up from Wowwee and Wild Planet in 2011.”
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Ireland. Click’s founding directors, Mark and Luke Hillier, have vast experience within the industry and have the ability to spot a winning
product and bring it to market. Click Distribution is exclusive distributor for Panini, E-Max and Enterplay in the UK and official distributor for Topps.
The company expects to have additional exclusive products as the business continues to grow. Click believes that its success and growth is down to having stock of the latest children’s products by working closely with supply partners, having strong relationships with High Street retailers and independents, unique product knowledge and personal, efficient, professional and friendly service. The firm is hoping for a strong year in 2011 with new releases including Bandy Watches, Cars 2, Match Attax, Club Penguin, Moshi Monsters, Champions League Adrenalyn XL, Muttles, Super Mario Bros, Harry Potter and many more. Click is based in Northampton, an ideal location with good motorway links. The centralised location will make for speedier delivery of product nationwide. The standard delivery time is 48-hours from receipt of order, however the firm will offer a next day service to all of our accounts. All orders will be tracked from dispatch to final delivery. Click’s website is continually being updated with the latest product sales sheets and information and the firm also delivers monthly email newsletters, which discuss the releases within that month.
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THE IN THING
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Retailers can look forward to a host of new ranges in 2011 from The In Thing. The company specialises in the distribution of the latest pocket money lines, the latest crazes – the latest in thing. As it does every year, the firm will be attending Toy Fair with the major lines Gogo’s, Yu-Gi-Oh, Club Penguin, Moshi Monsters, Gelli Baff, Webkinz, Match Attax and many more pocket money ranges. The In Thing’s Toonz Series two will also be on display at the show, as well as Spinners. Retailers can place an order with The In Thing between 8am and 5.30pm Monday to Friday or order online at www.TheInThing.com 24/7. Orders placed before 4.30pm will be dispatched the same day for next working day delivery.
GEAR 4 GAMES Gear 4 Games is exclusively distributing Underground Toys’ range of Star Wars talking plush, with characters available in 4-inch, 8-inch, 15-inch and 24-inch sizes. New characters for 2011 include Princess Leia, Boba Fett, Cantina Band Member and Darth Maul. The firm also offers the range of In Your Pocket voice key chains to include titles such as Star Wars, Monty Python, Only Fools and Horses, Red Dwarf, Thundercats and Star Trek. Furthermore, Gear 4 Games has had recent success with a new line of lower priced voice key chains, called the Sound Blasters and Pocket Pals for pre-school licences such as Ben 10 Ultimate Alien, Scooby-Doo and Peppa Pig. New for 2011 are Thomas & Friends, Bob the Builder and Ben and Holly’s Little Kingdom. In addition, Gear 4 Games is working with Underground Toys to distribute its new range of Transformers 3 items including stress balls, plush, mugs, cufflinks and more. Also, watch out for the talking Churchill plush, based on the nodding dog from the insurance firm’s ads. As usual Gear 4 Games will be showing some of their more properties such as Domo and Skelanimals. Finally the firm has licensed board games including Twilight and Glee.
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THE LONDON TOY FAIR WILL BE THE FIRST TO KICK OFF THE NEW RANGE OF MATCH STARS™ FOOTBALL ACTION FIGURES. THERE WILL BE PRIZES UP FOR GRABS DURING THE 3 DAYS OF THE FAIR, INCLUDING: MAN UNITED MATCH TICKETS STADIUM TOUR EXPERIENCES SIGNED CHELSEA FC SHIRT DROP YOUR BUSINESS CARDS AT STAND GH50 TO ENTER THE COMPETITION, WINNERS WILL BE ANNOUNCED EACH DAY AT 3.00PM
THE 7 INCH, LIFE LIKE CHARACTERS WITH FULLY MOVEABLE BODIES ARE SET TO HIT RETAIL OUTLETS IN 2011 ACROSS THE UK.
FIND MATCHSTARSTM AT LONDON TOY FAIR (GH50) & NUREMBURG TOY FAIR (H11.1/NEC15) All products shown are not final and subject to final licensor approval. Visit www.match-stars.com for more information. Manufactured and distributed under licence by Pattni Imaginations, Unit 1 Scraptoft Business Centre, Main Street, Scraptoft, Leicester, LE7 9TD. Crest © MU Ltd; Badge © 2011 Chelsea Football Club Limited; TM & © 2011 Liverpool FC & AG Ltd; Arsenal and the Arsenal Crest are trademarks or registered trademarks of The Arsenal Football Club Plc. in the United Kingdom and/or other countries; © FCB.
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SHOW GUIDE TOY FAIR 2011
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DKL is looking forward to 2011 after sales growth in 2010 across its ranges. The Hama bead brand offers a large range of kits including generic lines and licences. New products for 2011 include licences such as Cars 2 and Winnie the Pooh, with new box sets to tie in with films released in 2011. Each set comes with everything needed to make Disney characters. Hama offers a range of generic bead kits including ballerina and fashion girls, ideal for girls who want to create fashion designs. Themed kits also include sets suitable for boys, such as construction vehicles and pirates. Look out in 2011 for mobiles, 3D sets, activity boxes, jewellery sets and new seasonal items. For 2011 Corolle has expanded its collection with new dolls for every age range, including new entry price point dolls. The BabiCorolle range for babies from birth features some new soft dolls perfect for tiny hands, while the Mon Premier range for 18-months plus has a new Tidoo Bath Baby and entry price point Calin doll. A great range of accessories and Corolle fashions are also available for the Mon Premier dolls. The Les Classiques range includes new interactive dolls and new outfits, ideal for ages two and upwards to role play. The Camille and Chloe Ballerina are still going strong in the Miss
Corolle collection, with new dolls and fashions for 2011. Wonderworld Wooden Toys, best sellers in 2010 and going into 2011 are the mini vehicles range and the new entry price point boxed Baby Vehicles. Wonderworld also offers educational toys such as the counting shape sorter. The role play range includes products such as the Modern House, complete with furniture and dolls, Cooking Centre, Shop, Sink and Washing Machine and more, all available with accessories. The Softwood Nursery Range from Wonderworld is a collection for babies from birth upwards, featuring beepers, rattles and bendy parts. DKL’s plastic toy range Viking Toys are safe toys that offer inside and outside play and are dishwasher safe. The Chubbies vehicle line comes in a range of sizes, are suitable from one year upwards and are made from smooth, weather resistant, non-toxic plastic. The Chubbies range features many modes of transport, from cars and planes to emergency services vehicles and will continue in 2011. The Viking 2011 range also includes the Jumbo (25cm) vehicles and water play toys such as the colourful ferry complete with four cars. Viking City continues in 2011, which incorporates the Garage with working functions.
ASOBI
In January 2011, Asobi will celebrate its second birthday. Known for its eco friendly line of products the firm is now also distributing other ranges. In September 2010, Asobi signed a distribution agreement with Baghera, a French company which manufactures retro metal pedal cars. With over 1,000 regular customers in France and well over 600 in Germany, Baghera has appointed Asobi as its
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exclusive distributor across the UK and Ireland. Emmanuel Nouveau from Baghera comments: “We are very pleased to work with Asobi. Thierry Bourret, his team of agents and John Lewis the national account manager, will help us develop sales in UK and Eire. “The immediate effect of having a UK based distributor on the Baghera range is that delivery times are greatly
reduced as the stock will be very shortly available for delivery from Warminster.” Asobi is also now exclusively distributing Boikido in the UK and Ireland. Boikido has been previously represented in UK by Marbel. Boikido creates colourful wooden toys that are educational through play. Finally Asobi is now distributing the Marc Vidal range. Marc Vidal is the
creator of a range of pocket money toys and games packaged in a retro style. Although the packaging is mostly in French, the range has been well received and is widely distributed in the US, Australia and Japan. In the UK some discerning retailers had already found the range and were ordering from France. Having a distributor in UK will enable the brand to grow even further.
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EARLYBIRD TOYS Earlybird Toys/Agenta will present its range of Colour Your Own puzzles at Toy Fair. The jigsaws are unlike the conventional type and appeal to children aged three to six years. To meet different needs and price points, there are four sets of six puzzles and four sets of three puzzles – pets, farm animals, safari animals and minibeasts. This is a part of the development of Agenta’s own brand of products, and has been developed and manufactured in the UK. Also being launched is an Agenta range of wooden products, manufactured in sustainable
B60 rubberwood, including traditional British meals, cakes and pastries on a stand, a large doll’s house, a farm house with barn, stable and tractor and a doll’s adventure playground. Earlybird Toys/Agenta is also introducing a collection of miniature plastic models from Collecta. It ranges from farm animals to mini beasts and dinosaurs, with the firm being the exclusive distributor. The company will also be displaying its ranges from Dantoy, Wader, Tanner and Excel Toys. Visitors to the stand at Toy Fair can enter a free draw.
HIVE ENTERTAINMENT Merchandising and distribution outfit, Hive Entertainment has grown from strength to strength since its inception three years ago. Partnering with various manufacturers, Hive has a portfolio consisting of an extensive range of licensed products for the video games and toy industries supplying independent and multiple retailers. The firm has a catalogue to suit all demographics and covers a variety of product areas including action figures, plush toys, remote control toys, mugs, board games, puzzles, stationery, luggage and accessories, all of which are officially licensed. Hive is the exclusive UK distributor for all official Nintendo figures and merchandise from Together Plus and continues to distribute Tomy’s pocket money Gacha Capsule range, along with other Tomy products. Also part of the range are other licensed merchandise products for Sonic the Hedgehog, Square Enix gaming, UFC and Spongebob figures and merchandise along with Funko products and its toy range featuring a plethora of film, music and comic licences. As well as the expanding portfolio of toys and merchandise, Hive also supplies one of the largest ranges of video games accessories within Europe.
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SHOW GUIDE TOY FAIR 2011
CARTAMUNDI
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Cartamundi has a new range for 2011, with product launches of generic and licensed card games. Cars 2, Phineas & Ferb, Pirates of the Caribbean 4 and The Lion King are among the ranges, which include action games, Mega Memo and gift sets. Also on offer is the Rapunzel gift set tin and pairs game and Harry Potter and the Deathly Hallows Part 1 and 2 Playing Cards. The new Puzzler Family card and quiz games challenge the mind and Ace Trumps becomes interactive with new augmented reality. The full Cartamundi 2011 line-up will be on display at Toy Fair. For all orders placed at the show, quote TOY27 and receive a further 12.5 per cent discount (ten per cent + vat.)
INGO
D19 Two of the key lines for next year will include the Hello Kitty Portable DVD player, with a full car kit making it ideal for family travelling, as well as the Spongebob boombox. Matthew Tomlinson, UK sales director, comments: “We are really geared up to have a great year in 2011, one of our key changes this year has been to add value into our products where possible. “Our cameras now come with a spare fascia and a camera bag included in the pack.” Also joining Ingo on its stand will be Meroncourt, a specialist in direct shipping for e-tailers, which provides a risk-free solution for partners to list product on their websites. Meroncourt handles all the logistics once its partner has got the sale, and can even ship out the goods direct to the customer. Brendan Lynam, UK managing director, adds: “With the new licences and products Ingo are bringing to the market this year we hope to strengthen our position as a leading supplier of youth electronics to the UK toy market.”
2011 Toy Fair will mark Ingo’s first anniversary in the business. The youth electronics company has continued to break into the traditional toy sectors and sales have been strong to date.
For next year, Ingo is continuing its expansion, boasting a new team of national account sales managers and a strong line-up of licences and products. Key properties will include Hello Kitty, Spongebob, Ben 10,
Phineas and Ferb, Mickey and Minnie, Barbie and Dora the Explorer. Product wise, says the firm, there will be something for everyone, ranging from cameras right through to LCD TVs.
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SEAGER GAMES Don’t Get Mad involves moving up or down a grid that has some similarity to a Snakes & Ladders board. The goal is to go from the 0 (start) up to the 430 point position. Players can also go down, finding themselves in the red zone. At the start, each player is dealt three stake cards (values go from 20 through to 100 points) and one playpass-challenge card. The first player rolls the 12-sided dice and moves the centre piece clockwise according to the number rolled. Their play will be either on a question or a roll of dice criteria. The player now takes another play pass or challenge card. Depending on which cards they now have in their hand, they choose whether to play, pass the game play or make a challenge to an opponent. The first player decides on the stake. They can stake up to the value of two of their own stake cards. If the player has a 20, 50 and an 80 card, they could stake just 20 points, or up to 130 points (50 + 80) or any combination. If the play is on the roll of dice, the first player knows the odds of rolling correctly as these are printed on the game board circuit. So, if the player doesn't fancy the odds, and is able to pass the play to an opponent, they can do so, but the player still determines the stake.
BLUW At this year’s Toy Fair, Bluw will be launching its new set of Eggbods. These are egg-shaped mix ‘n’ match collectables for boys and girls aged four and over. There’s a range of different characters including the Crack Commando, Eggatron robot , Captain Hard Boiled for boys, ballerina Eggelina, Fairy Tinkershell and Eggs Factor singer. Each Eggbod has an interchangeable head, arms and a special accessory so kids can swap their collection round and create many egg-centric combinations like Fairy Hard Boiled or The Eggatron Factor. They even have a wind-up mechanism that gets them doing a little walk and moving their arms. Bluw’s inflatable Air Hedz are a new way to dress up and are suitable for kids aged five to seven. Each set comes with a piece of large inflatable headgear and an inflatable accessory. Boys can choose from a cowboy hat and gun, alien head and hands, robot head and blaster, fireman hat and extinguisher and a pirate hat and cutlass. The range for girls features a princess wig and wand, nurse hat and nurse kit and a pop star wig and mic. Air Hedz can be worn as part of an outfit or with normal clothes. Just blow them up, put them on and get ready for super-sized play.
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GALLERY 164 If the player finds the odds attractive, they can choose to play as long as they have at least one play card. Whenever a player correctly answers a question or successfully rolls the criteria, they move up the board according to the number of points that were staked. If they failed the play, they move down according to the number of points staked. When any player challenges an opponent, the one who is successful moves up the board, but the loser has to move down. On a roll challenge, if both players are tied (either both rolled correctly or neither rolled correctly), the challenger is deemed to be the winner. This gives a distinct advantage to any player who challenges on any roll of the dice. If players find themselves in the red zone (at minus 170 points) when it is their next go, they may stake up to all three of their stake cards. This applies even if they choose to pass or to challenge an opponent.
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MARVIN’S MAGIC
TOY FAIR 2011
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Since 1987, Marvin’s Magic has designed and produced professional Magic Made Easy for all age ranges, covering all price points. The firm’s products, in particular Marvin’s Fifty Greatest Magic Tricks and Fifty Greatest Lights Illusions, have consistently been best sellers in Hamleys and Harrods in London, Toys R Us Times Square and FAO Schwarz in New York. Marvin’s plan is to now introduce these proven unique and visual products to the rest of the market. Using the latest state of the art technology, customers will be able to view cutting edge performances of products in-store or on their mobile phones prior to purchase. Marvin’s Magic has won many awards and has the first and only sets to be recommended by the Magic Circle. The collection of professional Magic Made Easy is now available FOB and domestically and the firm is looking to expand into more countries worldwide. Marvin’s Magic has developed a series of high profile alliances in the form of on-pack promotions with leading consumable brands. The marketing initiatives continue to raise the company’s profile, driving awareness and sales. In addition, prime time TV will be introducing a new magic series soon, which is set to make magic the next big craze. The newly launched Mind Blowing range plus other surprises will be on display at Toy Fair.
CHEATWELL GAMES App-Player is a new board game that harnesses the power of a smart phone. The multi-game playing board includes a speaker, while the game cards are provided electronically via your iPhone or iPod Touch. Four games, which would otherwise cost up to £100, now come in one package for under £30. Build-Your-Own 3D Puzzles include representations of worldwide landmarks. They require no tools, glue or special skills, just a little patience. New for 2011 are the Houses of Parliament, St Paul’s Cathedral, the Taj Mahal, the Tower of London and the Tower of Pisa. In addition, Westminster Abbey will be launched in time for the royal wedding. Pig Popper comes supplied with six soft foam ball poppers. Stuff a popper into the pig’s mouth, squeeze his belly and the popper will fly. Coming soon are Dog and Dino Poppers. Plop Trumps is a ‘poo-tastic’ version of the age-old game of trumps, but with an educational twist. Each card indicates the ‘business’ facts for animals as varied as Leopard, Locusts and Lemurs. Wallace & Gromit are the subjects of the 2010 Christmas stamps and to celebrate, Cheatwell has released five jigsaw puzzles based on the brand.
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Please vvisit Please isit u uss aatt o our ur sstand tand aand nd d discover iscover new products 2011! SSchleich’s chleich’s fantastic fantastic n ew p roducts ffor or 2 011! FFor or more more information information visit visit www.schleich-s.com www.schleich-s.com
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REBEL TOYS
Rebel Toys, UK distributor for the Maisto brand of radio control and diecast replica models, will exhibit its product line-up. The Maisto-Tech radio control collection has a particularly strong offering, which is headed by the launch of the new Baja Beast R/C car. With its digital proportional steering, high speed motor, tri-band controller plus steering and throttle trim, it will be the fastest R/C car in the Maisto-Tech fleet.
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The R/C Rock Crawler will see the release of a junior version. The Rock Crawler Junior is smaller in scale than its predecessor and is fitted with a rotating joint between the front and rear wheels, which allows for the climbing action. As it is around 8-inches in size, it will hit a lower price point. There will also be another body shape option for the standard Rock Crawler, titled the Ricter.
EDUCATIONAL LEARNING Educational Learning has recently started to trade and is exhibiting for the first time at Toy Fair with its new products. The first games to be launched are Wildcat and Dinohistoria, two packs of 56 cards which come in one box. Further games are planned and, in April 2011, the firm intends to launch Wilddog and Dinohistoria, in one box, which will be in prototype at Toy Fair. Wildcat & Dinohistoria are now available and have been designed for children aged seven and over. Wildcat, has three levels of play – beginners, junior and adult. Dinohistoria is in a different format and can help with numeracy, literacy, science, colour recognition, social skills and geological timelines. The design and content of the games make them suitable for both the retail and educational markets. Wildcat has professional real life photographs and details about the animals. The images for the Dinohistoria game are licensed by the Natural History Museum picture library. Those used cover from the Precambrian period to Quaternary, 4.6 billion to 10,000 years ago. Details of the pictures are given and many of the dinosaurs are familiar.
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There are many subject releases in 1:24 and 1:10 scale R/C, from the Ferrari 458 Italia to Lamborghini 83X, the infra-red R/C Ducati 1098S and Harley Davidson Nightster motorcycles, plus the infra-red R/C Junior collection with an age three+ rating. R/C Monster Trucks with Trailers that have a drifting effect into tight corners and bends will also be added to the Drifters collection. The Maisto die-cast replica model and self-
assembly kit collections also include a host of new subject releases in both 1:18 and 1:24 scales. These include the Audi R8 GT3, Lamborghini 83X and Porsche Panamera Turbo. All the very latest MotoGP Racing bikes with Maisto capturing the move of Valentino Rossi over to Ducati, by introducing a new 1:6 scale. At approximately 34cm in length, this will be the largest motorcycle replica Maisto have ever produced.
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SHOW GUIDE TOY FAIR 2011
HALILIT
Several new developmental activity toys for babies and toddlers to add to the award winning TAF Toys ranges, will be launched on the Halilit stand, as well as new children’s musical
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instruments, plus new water play toys from Edushape. TAF Toys will be launching the Four Seasons Mat, a colourful, adaptable padded play mat suitable
from birth, with raised side panels designed to look like pages of a baby book; the Springtime Mobile, a windup cot mobile that plays music while three soft butterflies move gently
BUREAU VERITAS
Bureau Veritas’ EU Toy Supply Chain Risk Management Solution focuses on addressing and managing risks at the earliest stage to help manufacturers, importers and retailers meet the challenges of the new EU Toy Safety Directive 2009/48/EC and its latest changes that come into force from July 2011.
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round; the Car Wheel Toy, designed to keep toddlers in forward facing car seats entertained when on the move; and the Symphony Flowers, a choice of three musical toys designed to be held by children, or attached to arched play mats, cribs or strollers, using the flexible clips. In addition, the Stroller Wheel Toy is a toddler-sized multi activity ‘steering wheel’, that fits most stroller bumper bars. Designed to encourage a love of music from an early age, the note perfect range of Children’s Musical Instruments from Halilit will be extended, with the launch of a new toddler’s drum, made with professional grade skin. A new stackable, water play toy, the Water Whirly, will also be launched to add to the ranges of bath and water play toys from Edushape, that are guaranteed to make bath time fun, including squirters, fishing sets, sorters, assorted foam shapes, and ‘wet and stick’ floating foam building sets. Also on the Halilit stand will be the classic award-winning construction toy, Interstar, a vibrantly coloured linking construction system with easy to connect pieces, which encourages the development of logical thinking skills.
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The article 21 of the Toy Safety Directive requires companies to be able to bring together and show all the documentation in a products technical file history. The technical documentation shall include in particular: a detailed description of the design and manufacture, including a list of
components and materials used in the toy, as well as the safety data sheets on chemicals used; the safety assessments carried out in accordance with Article 18; a description of the conformity assessment procedure followed; a copy of the EC declaration of conformity; the addresses of the
places of manufacture and storage; copies of documents that the manufacturer has submitted to a notified body, if involved; the test reports and description of the means whereby the manufacturer ensured conformity of production with the harmonized standards, if the manufacturer followed the internal production control procedure referred to in Article 19(2); and a copy of the EC-type examination certificate, a description of the means whereby the manufacturer ensured conformity of the production with the product type as described in the EC-type examination certificate, and copies of the documents that the manufacturer submitted to the notified body, if the manufacturer submitted the toy to ECtype examination and followed the conformity to type procedure referred to in Article 19(3). To help companies address these new responsibilities, Bureau Veritas Consumer Products Services has developed a sophisticated service and system for Technical File Management. The solution ranges from checking that the technical file has all the relevant documentation to a full assessment of the contents and approach. The firm can also host technical files via an online platform.
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ECOBOO
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CARRERA/THE HOBBY CO As well as showcasing its slot racing systems for 2011, Carrera arrives at this year’s London Toy Fair with something new up its sleeve – Carrera R/C. The ready to run radio control range presents vehicles and helicopters that use Lithium Ion battery technology, delivering fast charge times and the longest running times. The Carrera R/C range offers 15 different Ready-to-Run models in scales between 1:10 and 1:20 which are packed with unique features.
Ecoboo consists of 25 toys, including the traditional shape sorter, abacus and wiggling croc, as well as larger items, such as the training bike and trike. The collection also includes bamboo fibre feeding sets and textiles. All of the pre-school range are made from bamboo and are environmentally safe, designed to withstand the rigours of play from the most active of children. The collection’s primary material, bamboo, holds the promise of a sustainable, cost effective and ecological alternative to the widespread cutting of forests. Bamboo is the fastest growing plant on the planet and is harvestable
ROKKA PLAY The Rokka is a unique new wooden toy from Rokka Play. The Rokka inspires one to five year-old children’s imagination by transforming from a sea-saw rocker into a table with two chairs, a boat, theatre, kitchen, a bridge and more. This British designed, plywood toy changes from one play theme to the next with no tools and no fuss. The Rokka starter pack gives children the table and chairs, bridge and boat complete with mast, oars, sail and cushions. The additional kitchen pack adds the oven, hob, taps, sink, cooker and washing machine doors, plus apron and pelmet for the window. The theatre pack includes the curtains and reversible backdrop to create a stage set. Educational experts welcome the Rokka, as it covers all six areas of learning with a focus on creative development. The Rokka is the first toy to be launched by Rokka Play which plans a series of products that develop and stretch children’s skills and imagination. The Rokka and its accessories have been independently tested and comply with EN 71 regulations (Safety of Toys).
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A range of premium quality buggies and big wheel off-roaders are available in a number of scales, with prices ranging from £40 to £150. Carrera Go continues with slot racing aimed at the younger market, with its range of licensed sets from the world of Hollywood movies, F1 and Nintendo Super Mario. Carrera has secured the Spongebob Squarepants licence to line up alongside Mario in his 25th year, Ferrari and F1. Price points for this action packed range start at under £40.
every three to five years. Jason Shaw, managing director, Ecoboo, states: “We are very pleased to confirm Ecoboo will be showcasing at Olympia, at Toy Fair 2011. This exciting news follows the positive response ecoboo received at Autumn Fair 2010 and the very recent news of Ecoboo’s agreement with Toymaster. “It has become very apparent the UK consumer has a genuine interest in and a real awareness of the environmental effects of the products they buy and give to their children. ecoboo offers a real ecological alternative to parents,” Shaw continues.
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PLUM PRODUCTS Plum, a supplier of outdoor toys, has a number of new products ready to launch in 2011. The firm has focused on creating a retail range for 2011 of smaller items such as sand pits, small trampolines, infant play centres, metal swing sets, children's furniture and other outdoor accessories. This range will be in colourful retail packaging and available in
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retail display solutions. Plum Products has a comprehensive range of outdoor play products including trampolines, play centres, swing sets and activity centres, metal swing sets, sand pits, play houses and children’s furniture. 2011 will see product launches for almost all of these product categories from the firm.
Blue Box was founded in 1952, with a vision of making a line of children’s toys that were educational and fun. 58 years later, Blue Box is launching the new consumer brand – B Kids. B Kids is a new concept in nursery and infant toys, including the Beebee & Friends Links System and Thomas Character Toys.
PATTNI IMAGINATIONS
The range features ergonomic designs, which are safe and easy to use and durable. The B Kids range is suitable from birth to three years plus. The has been designed to allow parents and children to interact, learn and play. Toy Fair is the first chance to see the complete range.
GH50 Pattni Imaginations is set to launch a new line of football player action figures called Match Stars. The figures are poseable and each player has movable head, shoulders, arms, elbows, wrists, waist, legs, knees and ankles. The firm has signed deals with some of the biggest names in world football – Arsenal FC, Chelsea FC, Liverpool FC, Manchester United and FC Barcelona – and each individual player will be fitted out in the relevant official home kit of the new season, complete with official club crest, shirt sponsors, official Premier League shirt print (for the English clubs) and sleeve badges. The Match Stars line is set to hit the shelves in October and is already drawing considerable interest from retailers. Pattni will be working closely with licensors and retailers alike to boost the new products through promotional activity in time for the 2011 Christmas season. Visitors to the Pattni stand will be able to take part in a host of competitions, with prizes including tickets to see a Manchester United game, a signed Chelsea FC shirt and stadium tours of Anfield and the Emirates Stadium.
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PEERS HARDY New to Toy Fair for 2011, Peers Hardy is set to launch a brand new line-up of products this year. The Chatimal line is a new innovation, which launched in autumn/winter last year. Chatimals are a range of plush animals that you can speak to for up to five-seconds and then the hamster will repeat back what you’ve said in either a high or low pitched voice at random. New characters are being added for 2011. Also new is the Time Trial, which is a lap timing gate, compatible with most R/C Cars. The Time Trial comes with cones and tyres, so kids can set up a course either inside or outside then race their friends and record your times down to the last split second. The Crafty Cat Bank is a new addition to the range.
SHOW GUIDE TOY FAIR 2011
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Place a coin on the fish bone on top of the coin bank and this alarms the small kitty that lives inside the box. It meows, then opens the lid with its head and reaches out its paw to grab the coin then moves back into the box with another meow. The new Maze Racer is an electronic ball bearing game where you can race against others to finish the puzzle. The aim is to get the ball bearing around the maze in a set sequence and in record time, just press the button and the clock starts ticking. And finally, The Zooimals are being added to the London Zoo range for 2011. Create your own zoo animals with these kits – each pot contains putty, as well as a different set of animal pieces.
Oxford Diecast continues to expand its range of scale model vehicles. In the last year it has launched over 100 new items and the growth continues with the introduction of new tooling. Particularly popular are the 1:76 scale models that are produced to appeal to both railway and general collectors. They have a high attention to detail, correct colours and number plates. The range is extensive including Fire Engines, Buses, Dustcarts, Ambulances, Cars, Trucks, Aircraft and general commercial vehicles. At 1:72 Scale, the company also produces a large range of aircraft covering all of the popular types.
GB EYE
GB eye supplies posters and prints to a number of retailers in the UK, including HMV, Asda, Toys R Us and Merlin Group Entertainments. Forthcoming licences from the firm include the current Doctor Who, Matt Smith and his co-star Karen Gillan on posters, prints and tattoos. The firm is also producing posters and badges for the second series of hit show Glee.
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British N Scale models are a recent addition to Oxford Diecast’s product offering. Produced at such a small size, the models cram in a huge amount of detail, almost invisible to the eye. The buses in this range have created a whole new audience of collectors. With three release programmes each year, over 250 colour schemes are issued. Many sell out quickly creating a continual demand for new items. 2011 also sees a new range based on Top Gear Challenge cars, which includes Dampervans and Nissanks among others.
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GB also has the rights for the Jacqueline Wilson book cover artwork, illustrated by Nick Sharratt for the Tracey Beaker series as well as for Bed and Breakfast Star, Suitcase Kid and more. These will be available in GB’s Print on Demand format in 60x80cm, 40x50cm and 25x20cm sizes. With many other great kids’ properties added to its roster, GB will also have Moshi Monsters, Generator
Rex, Puss In Boots from Dreamworks and Little Charley Bear from Chapman Entertainment. Following the success of the penultimate Harry Potter and the Deathly Hallows film, GB will also have a range based on the finale of the epic journey of this young wizard coming of age. As part of the Marvel licence, GB will also launch ranges based on Thor, Captain America and the Spider-
man classic artwork to ready consumers for the fourth movie coming in 2012. Finally, to continue the success GB has enjoyed with the Transformers franchise, it will offer product (posters/3D/badges) for the third movie, Dark of The Moon which will see The Autobots – Bumblebee, Ratchet, Ironhide and Sideswipe led by Optimus Prime – back in action.
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MUMBOJUMBO TOYS This year MumboJumbo Toys will present a wide range of puzzles. Crocodile Creek and Janod have created design-led puzzles from wood and sturdy cardboard, presented in shaped, square and rectangular boxes, pouch travel bags or simply wrapped. The range is suitable for kids aged one to eight.
AURORA Aurora is launching new additions to the Yoohoo range in 2011. New arrivals include a Jaban Rhinoceros, Yellow Tiger, Beaver and a Japanese Macque. There will also be some new Yoohoo Souvenirs and Wannabe’s. Yoohoo & Friends also has new additions including key chains and wannabes, all with self merchandising point of sale. The Aurora collection has been created by Aurora’s in house designers. They are hand finished to the highest standard. Aurora World is a manufacturer and supplier of affordable, high quality toys and gifts. The Korean company has become respected in the world’s plush and gift industry.
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HALF MOON BAY
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Half Moon Bay will be displaying a Where’s Wally? gift range including new A6 Journals available in four different designs. Using the illustrations taken from the series of books kids can now find Wally on an A6 journal, tin tote, money boxes, key rings, glasses, mugs and retro bags. The firm’s Dr Who range featuring the 1970’s Doctor, Tom Baker, the Cybermen and the Daleks is targeted for fans both young and old. The Thunderbirds line features pilots Scott, Alan, Virgil, Gordon, John and not forgetting Brains. Find these characters on key rings, magnets, tin tote, money tin, glasses, mugs and coasters. In addition, stills from The Wizard of Oz film are now on a variety of giftware products. To sit alongside the Superman, Batman and Wonder Woman ranges, the firm has also developed a series of products using some of DC Comics extensive archive of artwork to celebrate this year’s 75th anniversary.
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New for A/W 2011 VTech are pleased to introduce the Toot-Toot Driver. This interactive range of mini cars include realistic car sound effects, flashing lights and fun phrases. Also in the new Toot-Toot Drivers range is the Toot-Toot Drivers Garage, which recognises each vehicle and includes a wide range of fun hot spots and buttons.
First 6 individual Toot-Toot Drivers available June 2011. O Also available in 2 ‘3 packs’. O Toot-Toot Garage come with one additional vehicle.
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Realistic sounds
Fun phrases
Flashing lights
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SHOW GUIDE TOY FAIR 2011
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BROOKITE Brookite has been designing and manufacturing kites for over 100 years. New for 2011 is a range of ‘Once upon a time ...... kites’ featuring a dragon, unicorn and a furry monster. All of the products have eye-catching graphics, are easy to fly and are suitable for four years and upwards. Hobby horses are a traditional favourite and the Brookite stable of cuddly Brambles feature a high quality fur head on a wooden pole with wheels.
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They are wholly made in the UK. Also now available will be the Brookite Play Parachutes – these have been developed due to popular demand and will provide outdoor play at sensible prices. There are new windsocks, two hot air balloons and a host of other products featuring in the catalogue for the first time. Other brands include Venom Skateboards, Tacker Sailing Boats, RC Helicopters, Disney products, Aerobies and the Funtrix range.
With Papo UK now entering its second year of trading, it has expanded the sales force further by appointing Simon Taylor as account manager for Scotland and the North East. This will ensure a higher level of customer care across the whole of the UK. For 2011 the firm will follow its longterm product development strategy and within the next six months, will be launching around 80 new items. The new items will inspire imagination across themes ranging
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from Wild Animals to Dinosaurs, Tales and Legends to Weapon Masters and Fantasy. Papo will also be expanding the Environments range, including the Castles with modular kits, a Pirate Ship and a Fairy Kingdom Castle. These will complement the figurines. By constantly increasing the range of products, Papo offers a complete universe of action to the kids and meets all customer needs within the category.
GH18 Elemons is a new brand that brings the elements of the game to life as characters. Loop Cards Publishing is entering the toy market with the Elemons brand as a trading card game for the first time since 2006. Visitors to the Toy Fair stand will be introduced to the concept and have a chance to play the game. As an elemental adventure, the TCG will bring all 118 elements to life in the form of characters with a variety of personalities, from the wacky Helimon to the rare Diamon. Players will be able to ‘combat, combine and collect’ the Elemons and discover combining ability that will take the TCG onto a new platform. Loop Cards Publishing will also bring in card games that make learning fun, such as Harry Hastings History Heroes and Fink Cards. Loop placed three products into the Science Museum store in 2009, and now Elemons is being positioned for the toy retail market for 2011.
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SALEPOINT Salepoint will be exhibiting at the Toy Fair for the first time this year. The firm has been a shopfitting supplier to the toy trade for almost 30 years, with a strong record of upmarket installations all around the UK and Ireland. Experience includes shop fitting dedicated toy shops, as well as toy departments in garden centres and department stores. Interestingly it has taken garden centres a long time to latch on to the diversification from horticulture, even though their first move away from traditional
Annets Entertainment introduces a brand new board game called Whirred Play – an educational game for everybody. Whirred Play is based on the premise of spelling ordinary, everyday words which all happen to be homophones, i.e. words that sound the same, but have different spellings and meanings, such as ‘their’ and ‘there’. The objective of Whirred Play is to spell your version of the homophone in a way that fewer other people do. The fewer people you match up with the further you move on the board, but be prepared to be surprised at the outcome.
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horticulture was to other typical Christmas lines like tree decorations and giftware. Salepoint is a stockist of modular steel fittings, as well as solid pine and chrome wire shelving systems. Many installations also require bespoke joinery solutions in a range of finishes. Often an infusion of bright colours is exactly the right way to present the wow factor. From a few bays of shelving from stock to designed solutions presented using 3D CAD software, Salepoint has an answer.
Whirred Play is a cross-generational word game, which can equally be played by children, young adults, parents and grandparents alike, especially as unlike other word games, everybody has the same chance of winning, regardless of their vocabulary. The game is being launched nationally at the Toy Fair and Annets Entertainment is providing the opportunity for a visitor or exhibitor to the show to be crowned ‘Whirled’ Champion of Whirred Play 2011. Throughout the three days anyone can join in, and the person with the highest score will be crowned Whirled Champion.
AMERANG Amerang is a distributor of toys, models and gifts, with experience across die-cast toys and models, radio control, wooden and plastic construction kits, and science fiction and comic-related collectables. At Toy Fair the firm will be showcasing the Bburago range for the first time, having been appointed the exclusive UK distributor. Bburago has a strong heritage in die-cast models. The range covers an array of subjects in various scales, starting at pocket money prices for 1:43 models, and moving through 1:32, 1:24 and up to the larger 1:18 models. Bburago offers something for people of all ages whether they’re looking for a small toy or a collector’s model. As well as ready-made models, there is a wide range of die-cast model kits available, in all scales, covering road cars, motorbikes and supercars. The Ferrari Race & Play collection will be a focus for Amerang in 2011. This is a range of toys, radio control models and play-sets, all fully licensed in retail-friendly packaging. Also on display will be the Hobby Engine range of large scale radio
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GALLERY 205 control construction vehicles, tanks, rescue vehicles and boats. Highly detailed, with every function you can imagine, these are products targeted at both dads and kids. Amerang has a vast range of radio control vehicles, including cars and tanks from XQ, helicopters from Syma, planes, boats and even UFOs. All of these will be on display, with dedicated demonstration areas.
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SPINAWA Spinawina is a patented new general knowledge quiz board game which is launching at the show and is aimed at all the family. The game uses a spinner, replacing the use of dice, providing a novel method of gameplay. Players use the transport peg on the spinner to reach their destination by answering questions correctly that the spinner lands on and collect travel tokens on route. There are 14 question categories, including music, films, science and nature, history, true or false, sport, TV and a kids section.
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LEARNING RESOURCES New role play toys in the Learning Resources range include the Pretend & Play Post Office Set. Young post-masters weigh, sort and stamp letters and parcels as customers exchange travel money, apply for licences and check the notice board. The addition to the Pretend & Play range is designed to develop a range of key early learning skills and is packed full of 100 pieces designed to teach children what a trip to the post office entails. It is suitable for ages three and upwards. Recently launched in the UK, Green Toys – distributed by Learning Resources – is already releasing new additions. Derived from 100 per cent recycled plastic and packaged in 100 per cent recycled cardboard, Green Toys is a pre-school toy range with a conscience. Green Toys are also safe, containing no Phthalates, PVC, BPA or external coatings.
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New for 2011 is the Green Toys Fire Truck, which includes a roof ladder, which pivots and rotates 360° for all types of emergencies. Eco design features no metal axles, making this Fire Truck totally recyclable. It is suitable for ages one and over. The Big View Bug Jars are the latest addition to the Learning Resources jumbo science range. The six ladybirds come in a selection of vibrant colours including blue, yellow, purple, orange, green and red. Open each ladybird’s wings to reveal a 3.5x magnifying lens. Each ladybird also features a screw-on cap and air vents to keep specimens secure. Suitable for ages three and over.
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Storyonics is the new creative storytelling card game from ZooBooKoo. There are two games to play, a collaborative game and a competitive version – suitable for all ages, with over 200 images in the pack. The game was first sold at the fiveday Spirit of Christmas Fair at Olympia, where it was a total sell-out in two days. ZooBooKoo used the fair to trial initial short runs of new products with face-to-face feedback from customers. The game is simple. Having dealt out the deck, the first player chooses one of the four colour images on their card and starts a story inspired by the image. The next player chooses any image from their card and continues the story, linking the images in some way. There are no rules and players can interpret the images in any way they choose, allowing all ages to play. Alternatively there is a competitive version of the game, where players take it in turns to tell a story against the clock (sand timer included), winning the cards they incorporate successfully. “We are delighted with how well the ‘Storyonics’ game has been received,” says Stephen Wattleworth, ZooBooKoo’s managing director. “Everyone just gets it and that’s great for our retailers.”
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KRIYA Kriya is this year expanding its pocket money offering and everyday, competitively priced plastic toys. The recycled plastic toys range has continued to be a strong performer and also has new additions. Ford Transits continue to dominate the licensed cars arena.
FARAWAY MAGIC Faraway Magic’s mission is to bring something new and unique to the toy market place that kids can enjoy, with the emphasis placed on fun for all its products. Sprudels are bath bombs that fizz and release a fragrance and colours the bath water. Also, inside the Sprudel is a Bath Bean. Bath Beans dissolve in water to release sponge characters. The product comes in a range of themes to cater for all kids. The firm’s Magic Socks are a revolutionary and cool clothing item that children will love to create and wear. These ‘one size fits all’ socks begin their transformation in water. The Magic Socks are compressed into tiny tight packages, but once the water is added, the socks expand to a full, stretchy size and once dried, the brightly coloured designs can be worn again and again. Magic Towels are similar to Magic Socks. Inside the tightly enclosed package a whole face flannel is bursting to get out when placed in water. All Faraway Magic’s products come with child friendly designs and bright colours.
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PLAYMOBIL GALLERY 210 Playmobil will be showcasing its new 2011 range, with the introduction of new lines, including the Zoo, Knights range and a new addition to the Playmobil family - Secret Agents. The Zoo range, launching this month, includes the Grand Zoo, with giraffes, elephants and zebras. The Asian Zoo boasts a menagerie of exotic animals from pandas to meerkats. Another new addition is the Children’s Zoo also packed with a variety of animals, zookeepers and visitors. The Secret Agents range will be the next to launch in April. Essential to every spy, the Secret Headquarters has a living room wall that moves to reveal a world map detailing crimes happening around the globe. Alarm Systems, genuine Metal Detectors and even a Spy Camera Set are all features of the range. The evil Robo-Gang even has an SUV, which can be controlled remotely, to ensure swift get-aways. Finally, the new Knights Range will launch in July. The giant Empire Castle comes with Lion Knights and weapons ready to wage war. Additionally there are the Falcon Knights and more, which feature Firing Catapults and Treasure Transporters. There will be a TV advertising campaign across the year, press advertising and PR activity supporting these, and the other 15 ranges launching throughout 2011.
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BLAST LAB. Copyright: September Films (a DCD Media company), Hamster’s Wheel Productions and Ingenious Broadcasting.
Š Haynes Publishing 2010. All rights reserved. www.haynes.co.uk
Š 2010 National Geographic Society. NATIONAL GEOGRAPHIC and Yellow Border Design are trademarks of the National Geographic Society. All rights reserved.
BBC logo Š BBC 1996. Doctor Who Logo Š BBC 2010. TARDIS image Š 1963. Dalek image Š BBC/Terry Nation 1963. Cyberman image Š BBC/Kit Pedler/Gerry Davis 1966. K-9 image Š BBC/Bob Baker/Dave Martin 1977. Licensed by BBC Worldwide Limited.
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! ! ### ! ! Trends UK Ltd, Harwell Innovation Centre, 173 Curie Avenue, Harwell Science and Innovation Campus, Didcot, Oxon OX11 0QG
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UKIC UKIC was established in 1997 as part of the Dickens Group of companies, sourcing and importing plush toys under its own Cuddles Time brand. Amongst the major retailers the firm has worked with are Asda, Littlewoods, Tesco, Boots, Morrisons and JD Williams. Continuing its commitment to quality and value, the firm is now launching new ranges of toys for 2011. The new lines are across a number of categories, including outdoor toys, pre-school toys, creative play, role-play, wheeled toys and nursery toys. The new collections will be on display at Toy Fair, along with the existing plush line.
WEST DESIGN PRODUCTS The hero product on the West Design Products stand is Creativity for Kids Make Your Own Lip Balm, suitable for ages seven and over. Combine the soft and silky lip balm base with a variety of flavours to create your own lip balms. Soften the base in a bath of warm water and then add the flavourings. Mix up fruity combinations and add a hint of colour too. Cosmetic tins can be decorated with layers of sticker designs and labels to house the balms. The kit contains five cosmetic tins, lip balm carrying case, lip balm base, three flavour colours – citrus, cherry and berry, sticker sheets, stir stick, spatula, melting container and measuring cup. West Design Products is now pleased to be able to offer an expanded range of products through the acquisition of a UK-based manufacturing company in August 2010. In addition to its wide range of Creativity for Kids kits, the firm can now offer children’s craft and activity packs such as a Princess and a Pirate Kit, reward charts, height charts etc. This, in addition to the distribution of Eberhard Faber branded lines, brings together a wide array of children’s art and craft products.
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BIGJIGS H39 Launching in 2011 are the 19 products making up the Bigjigs Road Range, including starter sets, road packs, accessories and more. The new Road collection has modern styling and a soft colour palette. The hero product is the City Road and Railway Set. Comprising of 103 pieces, this set seamlessly links Bigjigs Rail with Bigjigs Road to produce two play-sets in one. With a railway station, a car bridge, a level crossing, parking spaces, houses, shops, people and more. The road range launches with three roadway sets and special Link items, which allow the Bigjigs Road to be linked with the Bigjigs Rail to create a new world of imaginative play. The link feature means children can expand on items they already have or start with the roadway with the option to expand later. There are seven ‘link items’ already on sale in the rail range and more added in the road range. The new ‘Link Logo’ present on packaging informs of the special features. With new packaging and display stands available, the road range will have a strong presence in store. As with all of the Bigjigs Toys Collection, the new road range is fully tested to EN71 Standard and finished with non-toxic paints, stains and lacquers. Tested for ages three and over.
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