Toys n Playthings

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Independently audited ABC circulation of 5,123 1 July 2014 to 30 June 2015

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CONTENTS Regular 5 Leader - with Mirella Anstey 6 News - hot off the press

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9 Quick Coffee Break - with Kiddimoto MD, Simon Booth

016 May 2 No.8 5 3 Vol.

TEAM TnP Group Editor Mirella Anstey mirella@lemapublishing.co.uk

Editor Mairead Wilmot mairead@lemapublishing.co.uk

10 People News - checking in on the movers and shakers 11 Movie News - the latest from the box office 12 Media News - the multimedia rundown 13 Media Charts - the latest kids’ TV viewing figures and toy TV advertising spend 14 NEW Retail News - the latest from across the retail landscape 18 What’s New - new products that you need to get your hands on

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28 Toy Talk – the retailers have their say 48 Trade Talk - we give suppliers a chance to talk business 62 NEW Spotlight - one new product, all the USPs explained

Writer Rhys Thomas rhys@lemapublishing.co.uk

Group Advertisement Manager Ryan Horwood ryan@lemapublishing.co.uk

70 Licensing News – the hottest news from the toy licensing industry 72 Step Back In Time – a slice of toy history from the industry’s longest running magazine 73 Don’t Miss – unmissable products for all buyers and retailers

Features Media Solutions Manager Bradley Mason bradley@lemapublishing.co.uk

Publisher Mark Naish mark@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Design and Production Marian McNamara marian@lemapublishing.co.uk

30 Cars, Trains and Planes - this evergreen toy category is driving growth

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50 Tech Toys – the ever evolving world of tech is making its mark in toys 64 Food and drink – a tasty treat for little ones

Special Report 17 Cover story – VTech is hitting a high note with its new Kidi Super Star karaoke toy 20 Retail Interview – Farm Toys Online founder Julia Lowe talks setting up her own business, focusing on farm toys and Amazon

Columnists 15 Retail Opinion – John Ryan explores signage success

Managing Director Malcolm Naish malcolm@lemapublishing.co.uk

Circulation Manager Robert Thomas robert@lemapublishing.co.uk

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At the heart of retail A member of the Audit Bureau of Circulation

Independently audited ABC circulation of 5,123

16 Media Whisperer – What does the EU have to do with kids’ TV? Clive Crouch says quite a lot 23 NEW Retail column - Mariann Wenckheim, Director at strategic design consultancy 20.20, has the keys to unlocking indie toy retailers’ potential in her first column

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24 High Street Highs Anniversary Special – Gary and leading industry figures look back at The Entertainer’s journey from one to 122 store as he celebrates 35 years in business 27 The Independent and Secret Supplier – All this great stock, now how best to display it? It’s a conundrum all retailers face 63 TnP Ambassadors – our ambassadors test the toys you stock on your shelves 68 Licensing Opinion – Kelvyn Gardner finds lots of love for licensing in Dubai Flip Cover Special: Heading to the Toymaster Show and want to find out who’s going and why they wouldn’t miss it? Simply flip your copy over!

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1 July 2014 to 30 June 2015

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The Puppet Company The

Pup Co pet mp any Ltd ÂŽ .

*Please note: Elephant & Ball are for display purposes only.

Mouse Finger Puppet - ÂŁ3.50 RRP

We are a UK based Design & Wholesale company supplying over 1000 high quality puppets of all shapes and sizes! Have a puppet - Have fun!

www.thepuppetcompany.com Tel: +44 (0) 1462 446040

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top the press! Just as the printers were whirring up their machines, news broke of DreamWorks Animation being bought

by Comcast’s NBCUniversal. I don’t think I need to remind you of the pedigree both of these studios have. But just in case, the merger brings DreamWorks’ hits Shrek, How to Train Your Dragon, Madagascar and Kung Fu Panda into the NBCUniversal’s stable, which already has the mega-hit Minions and the upcoming Secret Life of Pets.

It’s huge news for the toy trade, where licensed tie-in lines from box office animation is a big portion of many retailers’ turnovers. It will be interesting to see how this impacts the future of these series, if at all.

As if that wasn’t a big enough talking point, it’s May and that means we’re all headed to Harrogate for the brilliant Toymaster show. I won’t wax lyrical too much about it here, because if you flip this issue over you can dig into all 50 plus pages of our Toymaster May show preview. We caught up with loads of the suppliers about the show, as well as plenty of the buying group’s members to get the inside track on what everyone is looking for this year. It’s always an exciting show, and we look forward to seeing as many of you as possible at the Majestic Hotel in a few weeks’ time.

Do take a look at our cover story with VTech this month. Team TnP has been threatening a karaoke social night for a while now, so imagine our joy when they gave us a chance to find out more about their Kidi Super Star. It’s a fab sing-along toy for kids who can plug in their own favourite VTech feature on our front cover for May

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DreamWorks Animation has been acquired by NBCUniversal

Flip the magazine to find our Toymaster preview

Mirella Anstey

We run an anniversary special on The Entertaineron page 24. Check out the new stars of the next Star Wars movie — The Entertainer’s Gary Grant and TnP’s founder Malcolm Naish!

tunes and get creative with sound effects, disco lights and even some built-in tongue-twisting games for warming up before a performance. I can foresee this one being a big hit with parents too especially at Christmas!

Another must-read is this month’s High Street Highs column with Gary Grant. As the longest running toy trade magazine, TnP knows a thing or to about celebrating milestones. But we are marking an extra special achievement with Gary this issue as The Entertainer turns 35. We spoke to Gary and the people he’s worked with and made firm friends with along the way to chart his journey. It’s a fascinating read, and a true inspiration for the independents out there just getting their start or looking to expand their business.

NEWS Smyths’ praise for Phlat Ball Following a 500 per cent uplift in sales for Vivid’s Phlat Ball after the product was TV advertised – Smyths have said the product is becoming a “classic outdoor toy”.

Speaking about Phlat Ball, Anthony Beades, Sports and Summer Buyer at Smyths said: “Phlat Ball is truly becoming a classic outdoor toy. We have been overwhelmed by the response and the year-on-year growth that we are seeing.”

Vivid’s 2016 Phlat Ball campaign started on a high following a successful 2015. Advertising kicked in prior to the Easter weekend and Vivid reported sales across the Easter period were at an all-time high.

“The response to TV advertising has been incredible with sales uplifting by almost 500 per cent compared to this time the year before,” says Kira Mutimer, Brand Manager at Vivid.

Nickelodeon award winners announced The Entertainer, Argos, Tesco and George were among those celebrating at Nickelodeon & Viacom Consumer Products (NVCP) annual UK Achievement Awards event.

The eight awards handed out at a ceremony in London’s The Ham Yard Hotel were given to mark and celebrate successful promotional campaigns, innovative product development, creative collaborations as well as licensees and, for the first time, retail support. The awards were presented by Ron Johnson, EVP Consumer Products and Marianne James, VP Consumer Products UK & Ireland and European Retail Sales & Marketing, Viacom International Media Networks.

And the winners are: Retail Programme of the Year 2016 Winner: Argos ‘Everyone’s a Winner’ Retail Licensing Team of the Year 2016 Winner: Tesco Retail Partnership of the Year 2016 Winner: The Entertainer Nickelodeon licensed craft, joke and science kits Innovative Soft Line Product/ Range 2016 Winner: George Paw Patrol Range

Innovative Hard Line Product/ Range 2016 Winner: Kokomo Paw Patrol Range Long-standing Partnership 2016 Winner: Character World Collaboration of the Year 2016 Winner: TVM Fashion Lab Topman retro Nickelodeon range Licensee of the Year 2016 Winner: Spearmark International Ltd. Lunch-ware and homeware

TREND SPOTTING WITH THE TIA Toy Industry Association (TIA) President and CEO Steve Pasierb discusses how the products, companies and inventors who can adapt the most will further the toy industry’s momentum What would you say has been contributing to the overall health and growth of the toy industry?

There are several factors, with innovation and play value always essential. Companies and independent inventors are creating fun and exciting new products while continually reinventing and reintroducing classic toys and games.

Licensing is now a powerful force that is certain to grow in the coming years.

Traditional play patterns continue to sell, like board games, Slinky, Lincoln Logs and K’Nex while others trend up and down much more like fashion.

Smart companies move their products on and off the market, reintroducing them for new generations. The constant pursuit of new and exciting for each season captures the public’s 6

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Traditional play patterns continue to sell… while others trend up and down much more like fashion

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attention, drives the toy industry and makes it a wonderful field for creative, inventive people.

The industry is also cyclical. The old saying that “what’s old shall become new again” certainly applies. Stretch Armstrong won a best New Toy Of The Year Award at the London Toy Fair. That’s a product introduced 40 years ago and reemerged with a slight redesign that reflects its 1970s beginnings. It’s a simple play pattern -- kids are still curious about how far they can stretch him and how many knots they can tie. Now there’s a new Stretch Armstrong TV show in development that will expand the brand.

Looking back on 2015, no license is more dominant than Star Wars.

Licensing has also been a powerful

toysnplaythings.co.uk

The best show ever

You know who to call Grossman is introducing a whole host of merchandise from the much heralded Ghostbusters movie.

Introduced at this year’s London Toy Fair the range has had a fantastic response. There is an impressive line up of scooters, skateboards, pogos, helmet, bike and a comprehensive range of pocket money items from whoopee cushions to wobblers. Of course it wouldn’t be Ghostbusters without slime! Grossman has slime galore, containers of the green goo with collectable figurines hidden in the ooze. You know who to call!

UK toy market still on top

This year’s Independent Toy and Gift Show at Cranmore Park, Solihull has been hailed a resounding success by organisers, exhibitors and visitors. Show organisers at buying group AIS said the two-day event in April was “the best ever”.

Miles Penhallow, Head of Toys and Children’s Gifts said the line-up of exhibitors this year - which included big names Mattel, Hasbro and LEGO under the same roof for the first time in the UK this year - was the show’s strongest yet. Top suppliers Spin Master and Jumbo Games were among the new suppliers joining returning distributors and manufacturers at this year’s show.

As well as all the fantastic toys and gifting products, a games theme brought further excitement and energy to the show floor. The iconic Mr Monopoly was on hand to help everyone pass go, while demonstrations throughout showcased the latest games and puzzles at their best, giving retailers inspiration for boosting their top line with some in-store theatrics of their own.

The UK toy market is holding steady, according to figures released by NPD. New research from the global information company reveals that UK toy sales for the first quarter of 2016 grew eight per cent in value. The sales were tracked from the beginning of the year to 9 April, with the action figures and plush categories leading the way with growth of 16 per cent and 21 per cent respectively. With almost 54 million toys sold since the beginning of the year, NPD say the UK is keeping a firm hold on its leading position as the largest toy market in Europe. Visit www.toysnplaythings.co.uk to see the full release from NPD.

force in bringing entertainment and intellectual property along with the related toys back to the forefront.

How has this innovation translated to tech areas?

More companies are rightly implementing a fun-first approach at the intersection of toys and tech. It shows in increased sales. A product isn’t making noise or beaming a light just for the sake of it anymore.

Companies are realizing the tech aspect of a toy or game must be integral and purposeful. We’re also seeing this much more in educational and STEM/STEAM products. Learning must first be fun and engaging -especially outside of the classroom.

This is what leads to many of the highly-advanced toys we have today and will undoubtedly propel the next wave of product.

Then there’s the integration of tech

MAY 2016

and play, which also has so many possibilities to extend the fun. You’ve got a hot new game like Wet Head, which involves simple group play, a plastic helmet and water. Now with its related app, kids can turn it into a trivia game or create other forms for longer play periods and different patterns.

How is the industry reshaping how kids play?

Toys are the instruments of play and play is an essential part of childhood development. Allowing room for a child’s own creativity is becoming more essential in all toys. Toys and games have done well where there are fewer conventional rules and the opportunity for more creativity and experimentation. Kids are freer to figure out how to create their own games and play around, or with, the product. The rules are flexible and

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A product isn’t making noise or beaming a light just for the sake of it anymore

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encourage expanded play through apps and more. Sure, you can build a vehicle or building exactly as it looks on the packaging but you can also use those parts to create a differentlooking house, or another structure entirely, like a rocket car. It makes the whole experience more unique for each individual child.

How is the industry changing beyond product creation?

Innovation comes from everywhere.

I’ve spoken to TIA members who are looking to the inventor, arts and maker spaces globally to recruit innovative people and their ideas. Creators and inventors are challenging the old ways. They want to be involved beyond their workshops, especially regarding financing and marketing.

These new creative freedoms will help bring many more great new toys and games to shelves.

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NEWS

King of the cinemas Disney’s The Jungle Book brought in £21 million at the UK box office in its second weekend at the cinema.

The film has already surpassed the lifetime takings of Maleficent, Oz The Great and Powerful, Mission Impossible: Rogue Nation, Night at the Museum and Snow White and the Huntsman.

It also remains number one at the US box office taking a total of $191 million to date and globally it is already the fourth biggest movie of the year with $528m.

Disney gets Minifigure makeover LEGO, Disney and Disney•Pixar have unveiled the first ever collection of LEGO Disney Minifigures at an exclusive event in the Disney Store on Oxford Street.

Launched on 1 May, there are 18 of Disney’s most beloved characters to collect or trade, the highly anticipated series of Minifigures is inspired by the stories and characters from across the entire Disney universe. The limited edition LEGO Disney Minifigures Series features some of the most iconic characters from Disney classics, including: Peter Pan, Mickey Mouse, Minnie Mouse, Ursula, Maleficent and Stitch to Disney•Pixar favourites Mr Incredible, Syndrome, Buzz Lightyear and Alien.

Stamp of approval Date change for Licensing Expo There has been a date change for Licensing Expo in Vegas. From 2017, the show will move to new dates 23 to 25 May. Organisers called the move “strategic” and say it provides an opportunity for exhibitors and attendees to better leverage the time of year and the proximity of Licensing Expo to Brand Licensing Europe (BLE) in October.

Jessica Blue, Senior Vice President, Licensing, UBM Americas said: “Following feedback from the industry and partners, Licensing Expo is moving to May 23-25 at the Mandalay Bay Convention Center, Las Vegas, NV. The new time slot ensures a consistent date for UBM Licensing customers around the world.”

Magformers are stamping all of their packaging and in-store displays with special artwork.

They say the new ‘Original Magformers’ stamp is designed to support retailers and helps to convey to consumers that Magformers is a highquality brand with an unrivalled commitment to safety.

“As Magformers becomes bigger and more successful around the globe… we are beginning to see increasing numbers of inferior me-too,” said Magformers UK MD David Kelly, adding this move will help to stamp out copycats.

It really is a Game of Thrones Jumbo Games made sure to mark the much-lauded return of Game of Thrones to our TV screens with a new addition to its collection of licensed jigsaw puzzles.

The Game of Thrones Family Tree is a commemorative 1,000-piece jigsaw puzzle which depicts a family tree diagram of the iconic houses in the series: House Stark, House Lannister, House Baratheon, House Targaryen and House Arryn.

Clementoni reshuffles UK team Clementoni is making changes to its international and domestic business following a successful 2015 and 2016 year to date.

Michele Marziliano is leaving his position as UK Country Manager to return to native Italy and head up the domestic business at Clementoni HQ. Shahbaz Khan has been promoted to UK Country

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Manager. Shahbaz joined Clementoni having previously worked as a buyer for Argos, and brings a wealth of experience from both sides to his new role.

Stephanie Wallace (pictured) joins the business as National Account Manager to continue development within major accounts and ensure key ranges are maximised. Stephanie brings a solid toy background with her, having previously worked for Mookie. Her product and process experience will support Shahbaz.

toysnplaythings.co.uk

More free time for David TnP founder and MD, Malcolm Naish, reports on the retirement of good friend and toy man David Walton “One of my oldest friends in the toy trade has decided to retire. David Walton, founder of Freetime Int’l (H.K.) Ltd, has decided to take some well deserved leisure time.

It will be business as usual for Freetime and while David will be taking a back seat, he will still be involved and offering help and advice when required. The two main contacts will be wilson@ft4k. com and george@ft4k.com, who will be running the company and continue to meet their customers and vendors.

David’s CV looks like a who’s who in the toy trade, and he joined Rovex in 1965 as a 21-year-old sales representative. The company were part of Lines Bros. who at that time were the world’s largest toy company. He then helped to set up Tonka Toys, moving on to another Lines Bros. company Rahael Lipkin. In 1971 he joined Eisenman who were a major importer and following a spell with Ricky Maskell’s Li-Lo he started his own company Leisuretime which he eventually sold to the Era Group/Beatties.

As David says: “I have loved every day (almost) that I’ve been in the game, but today’s toy trade is so different and it is time to let younger people run and steer the business through its next phase.”

Remembering Greg Burns It is with great sadness that TnP marks the passing of Greg Burns.

Greg passed away in the West Middlesex Hospital on Saturday 2 April, aged 59, having battled a respiratory condition for some time. Greg worked for many toy and game companies during his 30 years in the toy industry, and 2015 was his twenty-seventh London Toy Fair. He was well known for his roles at Tactic Games, Cheatwell Games, Upstarts, Wizards of the Coast, Hasbro and others.

“A thoroughly nice guy, Greg will be greatly missed by his many friends in the industry,” said TnP’s MD Malcolm Naish.

It’s war!

MGA Entertainment is launching a new boys’ property called Air Wars Battle Drones.

The premise of the game is simple, with two drones in a pack, players take to the air to knock their opponent to the ground and remove their weapons.

“With a great price point, unique proposition and strong marketing support we have big ambitions for this high flying new brand,” says Michelle Lilley, Marketing Manager at MGA Entertainment. MGA say there will be a TV advertising campaign in autumn 2016 and on-going strategic PR and social media.

MAY 2016

COFFEE BREAK Kiddimoto’s MD Simon Booth sits down with TnP to talk product innovation, and their hottest products Simon, you launched three new products this year – how have they been received by retailers so far? To be honest, the response has been mixed from very good to amazing. Our wooden ride on London bus is stunning, with beautiful design and construction. Retailers have fallen in love with it. It looks great in-store and the price is on point. The same goes for the scooters and new metal balance bikes: they are stylish, cool and trendy designs with a killer retail price and margins to boot.

What are your top three selling products over all? Our best selling product is our Pastel Dotty Kurve wooden balance bike, closely followed by our Union Jack cycle helmet. In a close third place is the red Super Junior metal balance bike.

What would you say is your hottest product at the moment, and why? The hottest product is our new wooden ride on London bus. It is for 12 months up. It doubles as a walker and ride on, plus it has a door for kids to store their toys. The bus is mega.

Talk us through some recent product innovation. I am inspired by the world around us. The London bus is iconic and I wanted one in our range. I love working with wood; it is natural and quite flexible as a material. Once I had the light bulb moment to make a wooden bus it was simply a case of turning the idea into a drawing and then into a sample. The first sample needed a bit of tweaking to meet the safety testing, especially for finger traps, but it was a beauty. Everyone that saw the bus fell in love with it.

The bus was born!

How do you help retailers sell more of your product? We make sure we have stock so can deliver when they need it. Not only are all our products beautifully designed but they have smart and attractive packaging, which helps to get them off the shelf. All our products have good price points and margins. We have display units and we are just about to introduce some stunning new display units and point of sale.

Kiddimoto is constantly in the press for winning awards, innovation, new products and for just being amazing. All these things help retailers increase their sell through of all Kiddimoto products.

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PEOPLE

NEWS LEGO’s Glenn Abell earmarked to move to UK A report by Australian publication Toy & Hobby Retailer indicates that Glenn Abell, General Manager of LEGO Australia and New Zealand, is to relocate and up a position at the group’s UK and Ireland business this summer.

The magazine says he will leave the territory after five years and begin his new role this July. Claus Kristensen, currently posted in Denmark leading the company’s global executive strategy, will reportedly fill his position and relocate to Australia in June.

Speaking to Toy & Hobby Retailer, Glenn said: “I’m extremely excited about the professional challenge and also the next life adventure for the family… I’m very much looking forward to watching from up north as our collective businesses evolve and grow even further.

“Claus and I have a robust transition plan in place and I’m confident you will be in excellent hands.

Claus has a tremendous end to end understanding of The LEGO Group and will bring a strong leadership, strategic and commercial mindset to the role and team.”

Picture: www.toyhobbyretailer.com.au

Ian Ham joins Hornit Ian Ham has joined cycling safety accessory company Hornit as Sales Director. Along with a range of adult products, the company also offers the Mini Hornit, a lights and soundeffects accessory for children’s bikes and scooters.

Elizabeth joins Learning Resources Elizabeth Nield has joined Learning Resources as Retail Sales Business Development Manager for the UK. With more than 20 years’ experience in the toy industry Elizabeth brings a wealth of knowledge and experience to the UK Sales team.

Most recently, Elizabeth looked after sales at BRIO, BREYER Horses, Geomag and Orb Factory Sticky Mosaics, and has also worked extensively in negotiating toy licensing for Mattel Paris, Disney UK and Warner Bros in the US. Elizabeth will play a fundamental role in developing Learning Resources’ retail strategy, working with major UK retail prospects and accounts.

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Graham Brennan leaves Epoch After three very successful years as Managing Director at Epoch making toys, Graham Brennan has terminated his contract with the company.

Graham describes his parting as an amicable agreement, and is keen to remain within the toy industry. He says he looks forward to discussing business opportunities with the trade.

With considerable experience at top toy companies including Meccano and Playmobil, Graham is looking forward to the challenges that lie ahead. He can be contacted on 07514 743142 or g.brennan@outlook.com.

DKL appoints new Northern Sales Agent DKL Marketing are pleased to announce the appointment of Neil Butler as Sales Executive for Northern England, selling all of DKL’s ranges. Neil brings many years sales experience from selling children’s books to the trade.

David Allan, Sales and Marketing Director, says: “I am delighted to welcome Neil to the DKL Sales Team managing Northern England, he brings with him a wealth of experience selling children’s products. DKL Marketing distributes quality brands covering most key sectors and with Neil on board we can ensure that the independent business is well managed with high quality service. The independent retailer is very important to DKL’s sales and we want to ensure that we keep nurturing these partnerships” Neil can be contacted from today on 07885861273.

Wild appointment for Plum Plum has appointed Bradley Wild as new Head of UK Sales. Bringing extensive experience to the role, he will head up a new UK sales team consisting of National Account Managers Liam Stephenson and Jo Airey, and recently appointed National Account Executive Amanda Salter.

The team will be supported by a sales support team, led by Lucy Normington.

New insight from Maxine Maxine Fox has been named as MD of iGen Insight where she formerly held the role of Associate Director.

Speaking about her hiring, the company’s CEO Dean Weller said: “This promotion is in reflection of Maxine’s transformative leadership within the company.”

toysnplaythings.co.uk

MOVIE

NEWS

Giving fans what they wand Wizards and muggles alike have been given a new glimpse at the next film in Warner Bros.’s Harry Potter series. Eddie Redmayne, who stars as lead character Newt Scamanger in the film, introduced the new trailer for Potter spin-off Fantastic Beasts and Where to Find Them at the 2016 MTV Movie Awards.

The footage reveals the setting - a fictional 1920s New York - and the first story threads, including Newt’s bumpy past at Hogwarts and his relationship with fan favourite character Albus Dumbledore.

Fantastic Beasts and Where to Find Them releases in UK cinemas 18 November, just in time for a magical Christmas.

really has awoken With the Blu-Ray and DVD release of The Force Awakens hitting the top of the charts last month, you’d be forgiven for forgetting a new entry in the space saga lands in cinemas later this year.

If you’re one of the three people who have yet to see it, Rogue One: A Star Wars Story was shown off for the first time in a new trailer in April. The trailer focuses on Felicity Jones’ lead character Jyn Erso, and although it’s a spin-off from the core, numbered entries in the series, the trailer went down a storm.

In the jungle Harrison Ford is a busy man these days. Not only have we seen him in Star Wars, but he is also donning his iconic hat and whip to reprise his role as Indiana Jones.

Indiana Jones 5 – which we presume is not its real title - will hits screens in July 2019, so a little bit to wait yet. As expected, fan favourite Steven Spielberg will also be back to direct the flick.

AUGUST 2013

Zoo-top-olis Minions come back for mow As has become tradition for the cinematic release of a new CG family film, The Secret Life of Pets will be preceded by an animated short. The Minions will be back to mischief-making in Mower Minions, which will screen before the film.

Runaway hit Zootropolis has become the highest grossing movie of 2016 around the world. The film, which centres on the goings on in a metropolis filled with animal residents, has racked up more than $800m at the global box office to date.

The Disney animation struck a chord particularly in the huge overseas market of China, where it became the country’s highest-grossing animated movie to date and extended its run. Ticket sales in the country count for a quarter of the movie’s entire global takings.

Zootropolis currently sits behind Frozen as the second highest grossing Walt Disney Animation Studios release. It also performed strongly in the UK over the Easter half-term against competition from heavy hitter Batman v Superman.

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MEDIA

NEWS

TV channel parents can control to launch A new digital TV channel which can be controlled by parents is launching on 31 May. E-Bop.tv will have a programming slate of 100 per cent British content aimed at pre-schoolers, in addition to an automatic switch-off after two hours of continuous viewing and a strict no advertising policy.

The town where play is the name of the day

New look Noddy hits screens DreamWorks Animation’s Noddy, Toyland Detective debuted on Channel 5’s Milkshake recently.

The new-look series, which follows the iconic Enid Blyton character and his friends, first aired on Monday 18 April at 7.50am and each weekday morning since.

The CG-animated series is co-produced by DreamWorks Animation and Gaumont Animation.

“Noddy is a true British icon and we’re delighted to include Noddy, Toyland Detective, in the Milkshake schedule.

This beautifully animated series featuring a new-look Noddy and his friends is sure to be a hit with our young audience,” said Clair Robinson, Acting Head of Children’s, Channel 5.

Talking Tom is revamped Hasbro and Turner recently joined forces to mark the launch of Hasbro’s Play-Doh Town campaign.

Play-Doh Town is a new system of play from Hasbro which inspires creative storytelling through townthemed playsets, vehicles and figures.

The partnership with Turner’s TV channels Cartoon Network, Boomerang and Cartoonito includes TV, digital and social media activity.

The campaign saw Turner create 10-second channel interstitials made entirely out of Play-Doh and featuring Play-Doh Town products. Additionally, the channels ran 30-second on air competition spots – showcasing the vast range of Play-Doh Town playsets available.

Outfit 7’s Talking Tom Cat has had some fresh upgrades. including a modern new look and animations. The update launch gives Talking Tom Cat a contemporary 3D look. Outfit7 has also created additional safety elements to the upgraded app, including the removal of all banners and interstitials.Further protections have also been provided to ensure young ones cannot leave the app through advertisements and are not exposed to paywalls when the Child Mode option is chosen.

Bing DVD sales hit quarter of a million DVD sales of Acamar Films’ award-winning Bing have reached a chart-topping 250,000 units in just over a year.

With home entertainment partner StudioCanal, five different Bing DVD box sets have been sold to audiences in the UK since launch, including Bing Swing, Bing Storytime, Bing Paddling Pool, Bing Fireworks, and Bing Surprise Machine.

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toysnplaythings.co.uk

MEDIA

One size doesn’t fit all

CHARTS

4000 3500 3000 2500 2000 1500 1000 500

W

elcome to the March media report, we are reporting on Boys and Girls 4-9 years and Housewives with Children.

Looking at the chart for the boys we can see straight away there are more ups than downs. This viewing group is up by 5.8 per cent which is not a massive increase, but it is still an increase. Pop has taken over as market leader and has put The Cartoon Network into second place. Nickelodeon Junior, Disney Junior and CiTV are also showing increases on March 2015.

The Girls market is up by 17.2 per cent, with Tiny Pop leading the way. Nickelodeon Junior is showing an increase too, as is Pop. It’s interesting to note that the total ratings for Boys and Girls are quite close to each another. It is therefore clear that some stations are suitable for boys and some for girls, one size does not fit all.

The viewing levels for Housewives with Children is up by 29.3 per cent. Nickelodeon Junior is market leader followed by ITVB and Tiny Pop. Pop is also doing very well. We saw in the February report that Nickelodeon Junior is also market leader for Housewives with Children – Pre-school, it would appear they have a very interesting viewing profile and warrants further investigation.

The top ten companies in terms of TV expenditure continue to show massive increases, with March showing an increase of 45.4 per cent and the total market being up by a massive 59.4 per cent. It’s interesting to note there are a few new companies to the top ten for March such as Tomy and Zuru Toys, but the chart shows Hasbro and Mattel continue to dominate the top two.

The TV revenue for March shows a decrease for the third month by 9.1 per cent. Despite the increase in reported toy expenditure, the overall market is down in revenue terms. This may well be the pattern until the autumn months.

In the next report we will continue to look at the both Boys and Girls 4-9 years and Housewives with Children.

0

Housewives with Children March 15 vs March 16

Mar-15

Mar-16

8000 7000 6000 0 5000 0 4000 0 3000 0 2000 0 1000 0

Boys 4 to 9 TVRs March 15 vs March 16 10000 9000 8000 7000 6000 5000 4000 3000 2000 1000 0

Girls 4 to 9 TVRs March 15 vs March 16

March 2015 Toy Company March 2016 Toy Company TV Expenditure TV Expenditure Company Name

TV Expenditure

Company Name

TV Expenditure

Mattel UK Ltd Hasbro UK Ltd LEGO UK Ltd Character Options Ltd Spin Master Toys Ltd Flair Leisure Prod Ltd Vivid Imaginations Ltd John Adams Leisure Ltd Magic Box Epoch UK

£1,473,874 £1,394,654 £644,372 £559,522 £368,075 £284,009 £266,421 £259,747 £169,380 £162,772

Hasbro UK Ltd Mattel UK Ltd Character Options Ltd Tomy UK Ltd LEGO UK Ltd Spin Master Toys Ltd John Adams Leisure Ltd Vivid Imaginations Ltd Flair Leisure Prod Ltd Zuru Toys (USA)

£2,678,526 £1,015,771 £885,678 £799,351 £674,977 £547,184 £540,563 £352,380 £284,603 £273,293

For more information on viewing levels please contact Mike Penfold. mike@globalmedia.me.uk Tel: 01494 763178.

All graphs and information supplied by Global Media Services

SEPTEMBER S SE EPT PTE EM M MB BER 2013 BE 20 2 013 13

13

RETAIL

NEWS

PlayMaising fun days Fenwicks in Brent Cross has had great success with them, and now independent retailers can benefit from DKL’s PlayMais fun day events, too.

The company is offering retailers kits for its newly revamped PlayMais range that include all the materials needed to host an in-store event. As an added bonus, DKL will also provide extra POS materials such as posters and dioramas.

“Fenwick’s PlayMais day was such a success,” said Farel Williams, Marketing Executive at DKL. “The children really enjoyed the product and several parents bought sets at the end of the event. Retailers’ sales will benefit hugely from a PlayMais fun day, as once a child takes the pieces out of the box, they are hooked!”

Disney Store kicks off Marvel Team Challenge The Disney Store went big to celebrate the release of Marvel’s Captain America: Civil War. Just in time for the release of the film on 29 April in UK cinema, Disney Store launched an in-store Marvel Team Challenge which began on Sunday 24 April.

Kids came face to face with lots of activities based on the film, from choosing sides between Captain America and Iron Man, to quizzes testing their Avengers knowledge. The event runs each weekend until 4 June. On top of the product already in store, Disney Store also plan to roll out further exclusive product lines throughout the spring and summer.

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It’s toy time!

Hamleys recently announced it is hosting its second annual Toy Parade on Sunday 20 November 2016.

A whopping 750,000 people are expected to visit London’s Regent Street for the event.

Visitors can expect to see Barbie, Bing and Flop, Fireman Sam, Peppa Pig and Optimus Prime and the parade will also welcome exciting new faces including Toy Story’s Mr & Mrs Potato Head, Ghostbusters and Bob the

Tesco results hit positive note It seems Tesco’s fortunes are turning around. In its preliminary 2015/16 results, the supermarket group posted growth in UK like-for-like sales in the fourth quarter of 0.9 per cent, with Group like-for-likes up 1.6 per cent in the same period.

The retailer has also hit other financial targets, achieving a £944m operating profit before exceptional items and delivering on its initial £400m cost saving programme.

Chief Executive, Dave Lewis said Tesco had made “significant progress” on the priorities it aimed to tackle since October 2014.

Builder with more to be announced.

Max Mayer, UK Marketing Manager Hamleys said: “We were overwhelmed by the fantastic response to last year’s event and it’s proved to be a great day out for families of all ages. With content sign up now closed, the event is already looking to be double the size of 2015. We very much look forward to welcoming many new household names among our preexisting line up. ” The Hamleys Toy Parade will be followed by an action packed afternoon allowing families to get up close to their favourite characters.

Drones direct to your door TheBuyItDirect Group has just launched a specialist online drone store following its acquisition of ProFlight-UK. DronesDirect.co.uk says it aims to become the UK’s largest drone retailer.

SDEA President and VP elected Alan Pegram, MD of Global Displays, has been elected president of the Shop and Display Equipment Association.

His appointment was announced during the organisation’s AGM on 6 April.

toysnplaythings.co.uk

RETAIL

OPINION

Finding your way hand. The shopper heading into this store is offered a free ow good are you at attracting attention? app to download that provides a store map on which the If you’re a retailer, it should be a given that you’re individual is a red dot. Tap in what you want to find and it a show-off, there is no place for reticence in this will indicate where an item is in the store. neck of the woods.

This sounds a pretty good idea, until you realise that it A recent visit to Dubai’s Mall of the Emirates served to is the promo app – directing shoppers to an aisle of low make the point. This is one of the world’s largest shopping price, low margin products. The problem with this is that centres and almost every mainstream retailer that you in following the map, the shopper no longer inspects the might care to shake a stick at has a place under its 2.5m rest of the offer en route to the desired aisle – so intent sq ft of trading space. is he or she in making sure that the route to product As such, you might expect to find a number gratification is pursued. of toy shops scattered around its many halls Wayfinding, therefore, is about and avenues, but there are, in fact, relatively Wayfinding pointing people towards an in-store few. And foremost among the pure toy retailers, in terms of size at least, must be is about pointing destination, but making the journey interesting along the way, because The Toy Store. people towards that’s the way that additional sales are There’s one of these on Oxford Street, an in-store garnered. close to Bond Street Tube station, and it destination, but The Toy Store in The Mall of the opened at the back end of 2015 with a fair making the Emirates is good at this – the signage amount of pizzazz at the time. It is, in fact, a is simple, intuitive and allows for pause Middle Eastern concern and you’d therefore journey along the way – all good in terms of be forgiven for thinking it would have pride interesting along time getting the shopper to look at as much of place in a location such as The Mall of the the way as possible, which should presumably be Emirates. the objective.

The Toy Store is just about the only toy shop The more difficult bit must surely in the place and is on the third floor. The third be making sure that shoppers know where your store is floor? Yes indeed, this is the ultimate destination store – a when they are in a location such as an outsize mall. This place where the shopper will have to negotiate several probably boils down to marketing and when it comes to very slow moving travelators to reach and which may this, there are, of course, many ways to skin a cat, from have the usual bevvy of demonstrators at the front door, door-drops to promotional advertising. but you’ll still have to know where it is to find it.

Back to Oxford Street. The Toy Store that opened In fairness, once the shopper arrives it’s a bit like the here was claimed in the blurb to be the largest to London store inasmuch as it is substantial and if new toys open in 250 years in the capital. This was enough are sought, then this is as good as anywhere to find them, to ensure is was inspected by large numbers of there are a dozen of The Toy Stores across the Gulf region the curious in search of a toy shop alternative and it is the major player. to Hamleys. It appears to have worked Which brings us to the other point. What happens and the two floors are readily navigated when you do make it to a big toy store and want to find and exert a fair appeal on the legions who your way around? Once there, the chances are good that pass through its doors. For those in less the shopper will want to do one of two things: get what prominent locations however there are two they want and then head for the exit, or spend some tasks. Tell ‘em where you are and then let ‘em more time and relax. If the impulse is towards the former, know where the stuff is in-store. Do this and then it is imperative that the retailer makes it easy to find life should be sweet(ish) and you don’t need things. In most big shops, this equates to a process called an app to make this work – a modest supply of ‘wayfinding’ which in turn tends to mean lots and lots of common sense and some slick execution signs. Visit the Carrefour hypermarket in downtown Lille should do the trick. however and something ostensibly more simple is on

H

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John Ryan is Stores Editor at Retail Week. He has worked for the magazine for more than a decade covering store design, visual merchandising and what makes things sell in-store. In a previous life he was a buyer.

MAY 2016

Big spaces require big signs – or do they?

On a recent trip to Dubai, John took a trip to The Toy Store and he was impressed with what he found

MEDIA

OPINION

EU quotas for kids?

What does the EU have to do with children’s TV? Well, quite a lot actually.

Clive clears a few things up

L

ast month’s edition of TnP carried a newsworthy children’s shows made by the host piece entitled The EU – In or Out? and six senior broadcaster. managing directors and company founders gave b) Digital broadcasters (such as their views on the question.

Disney, Turner, Nickelodeon) have The big question was put to these individuals before to transmit a minimum of 25 per Dave’s £9m door drop. cent EU content. However, upon an I agree that the toy industry is inextricably linked to annual audit if these channels reach the EU and so too is broadcasting. Maybe it is not as a level of 50 per cent of EU content universally linked, but try separating them and it won’t then they have to maintain EU output work. at the 50 per cent level.

However, children’s programming and EU programme Programme schedulers know their quotas sit within the working exploitation of an IP and audience, their availability to view and this industry knows the value of a good IP. The power the value of the respective demographic of television is why regulation of the broadcast media monetised by the TVRs achieved. is often singled out, due to its historical reach and its The audience profile, by time of power to influence. day, tends to lend itself to appropriate Having worked in a business that is licensed by the scheduling of Housewives with Children government-appointed regulator Ofcom; they are an (HWWCh) at the earlier times of the organisation of the highest order, who I was happy to day. This blends into a UK/EU production support, and equally happy to strength of pre-school lobby against, depending on shows, allowing schedulers their agenda. to comply with the rules Children’s Currently, UK broadcasters while not reducing the programming and EU have to comply with EU quotas revenue model. programme quotas sit across children’s programming, At the same time nonthis mandates that a minimum EU shows such as Power Rangers, within the working of 50 per cent of content must Turtles, Pokemon can play out later in the exploitation of an IP and be original EU productions. schedules, capturing the higher revenue I know this position is not yielding age demographic ratings of four to this industry knows the going to sway the decision nine year olds and 10-15 year olds. value of a good IP to vote stay or leave but The current EU codes, therefore, prevent let me return to excessive non-EU content dominating the six industry children’s schedules across all children’s commentators. Their views on behalf broadcasters. I should add that broadcasters are responsible of business matters were almost for ensuring they achieve their minimum EU content consistent towards supporting the mandates, and some regulate voluntarily above the minimum vote to stay in the EU. However level. their personal views centred That is the wiring diagram behind the screen that delivers more on information or the lack shows to our young viewers, within the appropriate EU thereof. quotas.

In the April edition, Gary “As with everybody, trying to understand the true Grant said: “There hasn’t consequences of leaving is still unclear,” said Clive Smith in been enough information or the same issue of TnP. facts about each side of the Clive’s thoughts serve to demonstrate the point debate.” specifically related to this industry. Would the schedulers Well, the least I can do conform to this proportion of EU content if not mandated to here is to explain what do so? I would like to think that they would; as a reader you the current EU children’s can wrestle with the question yourself. programme quotas are and And finally, the UK and Ireland maintains a ban on both how the schedulers at the host political and religious advertising on terrestrial television. broadcasters manage them.

While often challenged on grounds of human rights and Firstly the rules; freedom of speech, these restrictions have been justified a) A UK terrestrial on the basis that a ban offers a level playing field in which broadcaster must money interests cannot gain an unfair advantage when transmit a minimum political parties are discussed. of 50 per cent of The power of television can be demonstrated in political its programming events across the pond. In 1960 Kennedy created more than from within the EU. 200 commercials and secured a victory over Nixon – is this Within this figure, why he won? the broadcaster To close on a lighter political note, the 2007-08 series of must, in addition, Biker Mice from Mars featured a character called Ronaldo produce an element Rump (pictured), the chief baddie, who bears an uncanny of independent resemblance in 23 of the 26 episodes to one of the current production, i.e.

US candidates for president - don’t you think?!

“

”

Clive Crouch www.clivecrouch.com, info@clivecrouch.com, mobile: 07831 670 453

1

toysnplaythings.co.uk

COVER FEATURE

VTECH

Did you know…

Sing its praises

Kidi Super Star will be available for retailers fro m the summer

Celebrate summer with the sweet sound of music! VTech’s Kidi Super Star is hitting retail this summer and it is set to change the karaoke landscape.

TnP finds out more from Senior Brand Manager, Rebecca Lazarus...

T

he sweet sound of summer is about to become a reality as VTech launches its latest product. Kidi Super Star is a new karaoke microphone and stand, and is set to be on every musicloving child’s wish list. Backed by a comprehensive marketing campaign targeting everything from TV to social media, you’ll find it tough to find a child who hasn’t heard of Kidi Super Star by the time Christmas rolls around.

TnP caught up with VTech’s Senior Brand Manager, Rebecca Lazarus who explained a little more about the product.

“It is really simple to use,” Rebecca explains. “All you need to do is plug Kidi Super Star into any external music player and sing along to your favourite tracks!”

VTech has used all of their in-house genius to ensure that the singer’s vocals are heard over their favourite artist by engaging Kidi Super Star’s Music Magic mode.

“By using the Music Magic mode, the main vocals are lowered from the song so you become the lead vocalist,” adds Rebecca. “Kidi Super Star can even change the sound of your voice with its built-in microphone effects.”

But that is not all! There is more to Kidi Super Star than meets the eye – the product comes with loads of interactive features too. You can select different lighting styles for the colourful

disco light, play fun rhythmic games and master tricky tongue twisters. You can even record yourself singing and add in different sound effects, such as the crowd going wild with cheers and applause.

The real stand-out feature of the Kidi Super Star is the unique Music Magic feature.

It lowers the main vocal from your favourite song so you become the main singer. On top of that, the Kidi Super Star works with all external music players so you are not restricted to songs, because it will work across your entire music library and you can use it with popular music apps too.

Knowing how everyone loves a bit of karaoke, Rebecca points out that this is not just for the kids.

“The Kidi Super Star will be fun for all the family,” says Rebecca. “And as it is compatible with any external music payer, mums and dads will be able to sing along to their favourite tracks too!”

Full support!

Kidi Super Star will be supported with a full 360 marketing campaign, which will include PR and social media, digital and online, sponsorship and will be TV advertised starting in the summer and throughout peak season. Sing, dance and show your talent.

MAY 2016

“

All you need to do is plug Kidi Super Star into any external music player and sing along to your favourite tracks

Rebecca Lazarus, VTech

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Kidi Super Star: The super facts •

Sing along to all your favourite songs via any external music player

•

Remove the main vocal track of your songs using the amazing Music Magic feature

•

Eight built-in songs to sing along to

•

Change the sound of your voice with the cool built-in microphone effects

•

Includes fun, rhythmic games and tongue twisters

•

Comes with a built-in colourful disco light with various styles that you can choose

Contact VTech to find out more, visit www.vtech.co.uk or call 01235 555545

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WHAT’S Brand spanking new launches from top toy companies to help you sell more!

Be a hero MARVIN’S MAGIC 01582 849 000 www.marvinsmagic.com Marvin’s Magic has created a fantastic Super Hero Magic Set which will appeal to anyone from aged six to 106, who has always dreamed of becoming a super hero. Master magical super powers such as x-ray vision, levitation, invisibility, telekinesis, super light powers, quick change and much more.

It will launch in the summer with a TV ad campaign planned for last quarter and after receiving a great response at the Toy Fairs earlier this year, it’s likely to fly off the shelves.

Also launching later this year are Quirkology and Eccentricks, two new additions to the range which contain a collection of curiosities and mysteries that will play with your mind.

Zooming to the top KIDDIMOTO

Sense the fun LE TOY VAN 020 8979 2036 www.letoyvan.com

01749 871 175 www.kiddimoto.co.uk Funky designs, flashing wheels, easy to transport with a folding handle and great for coordination development, the new u-Zoom from Kiddimoto promises to be a hit with kids and parents too.

Features include a sensitive ‘easy lean’ mechanism, comfy rubber grip handles and a super grippy footplate. Steering is delightfully simple and balance and confidence are sure to develop as children see the lights on the wheels brighten as u-Zoom speeds up. When the action is over, it’s easy to just fold the handle and go. With matching helmets and a choice of striking designs the Kiddimoto u-Zoom will provide fantastic stand out on shelf.

Suitable for children aged three onwards.

With scooting on trend, we are excited to see kids out and about on Kiddimoto scooters and bikes all year round

”

Petilou Sensory Shapes is one of twenty new lines in Le Toy Van’s Petilou toddler toys collection.

The wooden sensory toys are perfect for stimulating young minds and encourage colour and shape recognition. Plus each of the nine blocks engages the senses – little ones can shake to hear a jingling bell, look through a kaleidoscope or touch a fluffy fabric. The toy also encourages manual dexterity and hand eye co-ordination.

All the toys in this collection are presented in the distinctive Petilou packaging to provide a clear range effect for retailing and brand recognition.

Woodland creatures provide a unifying theme to the collection and the range is designed for children aged from 12 months.

Fact: Natural, safe and educational — Petilou toys are constructed of solid wood and ethically made with ICTI Certification

toysnplaythings.co.uk

NEW Need to build speed K’NEX 01189 497 000 www.knex.co.uk Budding builders with a passion for all things speedy will love the K’NEX Cars Building Set, which they can use to build the car of their dreams. An ideal birthday gift with a great price point, this construction set comes complete with 12 building ideas and more than 180 pieces, so the only limit is their imagination.

This is suitable for ages seven on onwards and is availab available from June 2016 20

Are you ready for a challenge?

ESDEVIUM 01420 593 593 sales@esdeviumgames.co.uk

Get moving!

CHICCO 020 8953 6627 www.chicco.co.uk New to Chicco’s Fit ‘n Fun range is the Jungle Rugby; a 3-in-1 toy which encourages motor and socialising skills through three different play modes. The rugby match format, training mode session and stacker toy function work together to create a fun-filled toy that any budding rugby fan will love.

Jungle Rugby will join the much-loved Goal League, Monkey Strike, 3 in 1 Balanskate and Mini Golf products, which already exist in the range, some of which will be coming to your TV screens in the run up to Christmas so keep your eyes peeled!

MAY 2016

Fit ‘n Fun combines motor development and new skills with social play allowing children to improve balance and coordination while enhancing their self-esteem and self-confidence too, bringing the fun of moving to life

Cortex Challenge is the exciting new brain-busting card game by Esdevium Games, which uses the same fast-paced approach to family fun popularised by Dobble and Jungle Speed. Cortex Challenge tests up to six players’ memory, cognition, and sensory perception. It even includes texture cards that are used during ‘Touch Challenges’, where players must guess what they are feeling, adding a unique element that is often neglected in games. Players’ brain powers are stretched to the max as they race to be the first to match symbols, correctly remember all objects on a card or find the route out of mazes, amongst many other tests! Winning challenges allows players to add pieces to their brain puzzle which they must complete before their opponents in order to win the game. Cortex Challenge is sure to tax the mental abilities of players both young and old. The game will also come in both Geo and Kids versions, making the game accessible to more specialised or younger audiences.

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SIKU Kids

RETAIL INTERVIEW FARM TOYS ONLINE

Fields ahead Eight years ago, Julia Lowe set up Farm Toys Online. Even though it took three weeks before her first order came in (on the phone!), she persisted and has just had her best Christmas in 2015. She tells TnP about setting up her own business, why she focuses on farm toys and how she keeps customers coming back Julia, thanks for taking the time to speak with us. Tell us a little about yourself and how you ended up running an online toy shop? I’ve always

JULIA SAYS… “I wanted to combine my ecommerce knowledge, love of farming and experience as a mum... hey presto! the idea for FarmToysOnline.co.uk was born.”

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been entrepreneurial and prior to Farm Toys Online had set up a couple of businesses, including a web design one. Before marrying and moving to the West Country, I also helped run my family’s educational farm in Surrey. After having my three children, I decided to sell the website design firm and thought: “Okay, I’m just going to start a simple online business, something I can fit around the kids, and see what happens”.

So when did Farm Toy officially come to life?

The website went live in March 2008. It took three weeks to get my first order and then they ordered over the phone! I got myself into a right kerfuffle trying to work out how to take credit card details.

“

The look of our website and the way we talk to our customers is all part of our branding, it’s how we portray our personality to customers and persuade them to buy from us instead of the bigger players

”

Farm Toys – that’s a fairly specific genre – what made you decide to focus in on that rather than an all encompassing online shop?

I wanted to combine my ecommerce knowledge, love of farming and experience as a mum... hey presto! the idea for FarmToysOnline.co.uk was born. As it turns out, I tapped into a real market need. Every country-loving parent I knew loved building up farm collections, but no one was offering all the ranges under one roof.

Did you know...

The website sells a lot of ride-on tractors in summer but big farm sets at Christmas

toysnplaythings.co.uk

Did you know...

Breyer

Farmtoysonline.co.uk was established eight years ago

John Deere

The website is really bright and breezy, how does its design help you sell more? Oh my gosh, it’s so important! The look of our website and the way we talk to our customers is all part of our branding, it’s how we portray our personality to customers and persuade them to buy from us instead of the bigger players.

Can you tell us about some of the suppliers you work with.

We have excellent relationships with our suppliers. Not only do we work with some well-known international brands like Britains, Siku, Bruder, Rolly and Breyer. But we also work with some smaller British ones too like Brushwood Toys, which is run by a lovely Devon farmer, and Tractor Ted, whose founder was at agricultural college with my husband.

How would you describe your average customer? Mostly parents and grandparents looking for farm themed toys for young children or collectable horsey toys for teen girls.

it’s our Britains farm animals every time! But it’d be the Big Farm New Holland remote control tractor if we were looking at revenue.

The run up to Christmas is every retailer’s busiest time of year – but do you notice a sales upsurge any other time of the year? February is almost dead for us but sales climb steadily throughout the year, until the run up to Christmas when they go mad, at which time my husband starts cooking for the kids a lot!

As an online outlet, how do you compete with bricks and mortar shops? Our advantage over the bricks and mortar toy shops is our range. Because we specialise we hold an extensive stock of farm toys, which even big stores like Hamleys can’t compete with. If it’s on a farm, we have a toy version of it and our customers love that about us.

Brushwood and Breyer.

Do you find you sell more big ticket items, or are purchases small and steady? I’d say

What are your top selling products? If we’re talking volume

it’s a mixture. We sell lots of ride-on tractors in summer

What are your top five selling brands? Britains, Bruder, Siku,

MAY 2016

Breyer

“

Every countryloving parent I knew loved building up farm collections, but no one was offering all the ranges under one roof

”

and big farm sets at Christmas. But we also sell lots of smaller items that customers buy to add to collections.

Some customers will even buy our teeny individual tractors, horses or farm animals to use in party bags or as cake toppers.

What challenges do you face as an online store? Amazon is our biggest competitor online. The fact that they pay much less VAT than us and negligible corporation tax means they have a very unfair advantage over us. Unfortunately they’re draining the UK of money, without paying their way, and making life very difficult for smaller traders like me - come on Cameron, sort it out!

You highlight some distinct categories on the website such as Tractors & Machinery, Farms & Animals. Tell us what sells well within them and which is your most popular category.

We stock nearly 3,000 different farm toys, so the categories on our website are essential for helping customers find their way round the site. Our best selling category is Tractors & Machinery, swiftly followed

by Farms & Animals. You can

21

RETAIL INTERVIEW FARM TOYS ONLINE

Julia’s top five brands • • • • •

Britains Bruder Siku Brushwood Breyer Brushwood Toys

also shop by brand and we’ve just started building up collections like our Green Farm Toys, which are made from 100 per cent recycled goodness.

You don’t just stock toys though, you have clothing and accessories too. Why is it important for you to diversify your offering and how do these perform for you?

The way I see it is the more we have, the more options we can give our customers, and the more individual tastes we can cater for. If a customer has a horse-mad girl or a little boy who can’t get enough of tractors, they tend to be on the look-out for other themed bits and pieces too - that’s why these ranges perform really well for us.

We’re coming into the summer season and outdoor toys always take off, what’s your best-selling outdoor product?

Our John Deere ride-on tractor!

Parents love it just as much as the kids. It has a bonnet that opens for budding young mechanics, a front loader that tips up and down and a matching green trailer.

sell them, why not just send them back to the supplier?

Most items in our Seconds & Flawed sections are toys with packaging that is just a little scuffed and tired – it seems silly not to sell them! After all, kids don’t care about what the box looks like and most customers love a bargain.

In terms of the future for Farm Toys Online – is it looking bright?

Absolutely! We had our biggest Christmas ever last year and have lots of ideas in the pipeline that’ll make this year even brighter.

Siku

And finally, we have to ask… do you live on a farm?! Well, my children used to think we did, but they have sussed me out now. We only have a few sheep, one chicken (the only one that has survived the fox) and a dog.

One of the things you do is sell some seconds or flawed items – what is the uptake on those products and why Britains

22

toysnplaythings.co.uk

RETAIL COLUMN 20:20

Unlock your potential By focusing on creative exploration, innovative features and superb customer service, there is no reason why independent toy retailers can’t compete on an equal footing with the bigger brands, argues Mariann Wenckheim, Director at Strategic Design Consultancy 20.20 The image of the old-fashioned toy store, brimming with treats, evokes fond memories and a feeling of nostalgia for many people. More recently, big brands have led the way in store innovation, with interactive features and bright displays that appeal to young customers. With a larger budget, this is perhaps not surprising.

However, there are many tricks of the trade that independent retailers can use, whatever their budget.

Children love nothing more than exploring their surroundings through imaginative play, but creating this kind of space does not need to be costly.

Zones for older or younger children, for example, can help foster a sense of belonging and this might be as simple as brand blocking areas with certain toys or choosing colours that appeal to different age groups.

A visit to a toy store can be a magical experience for both children and parents. It is a destination in its own right, a treat for both of them, and interaction is an important element. Giving children the chance to personalise their own toys or simply letting

MAY 2016

them play with them before purchase allows independent retailers to build close relationships with their customers, perhaps over and above what a big-name store could achieve.

Even something as simple, and cost-effective, as lowering the fixtures and positioning products at a child’s eye level, enhances their experience. Both parents and store hosts will delight in seeing a youngster choosing the toys that appeal to them rather than something given to them by an adult.

It was something

Contact!

Contact 20.20 by visiting www.20.20. co.uk or call 020 7383 7071

“

There are many tricks of the trade that independent retailers can use, whatever their budget

”

that was at the forefront of our minds when we created a new store concept for Cool Club, a fashion label launched by Poland’s leading children’s retailer SMYK. Designed to tap into a child’s sense of adventure, the shop includes an area where they can design their own accessories and characters hidden behind clothes racks.

The most successful toy brands understand the importance of customer service and here independent retailers can play to their strengths by offering the personal touch. Store teams, particularly the owner, can share their knowledge about different toys, give demonstrations or personally address any questions parents may have about the quality of the products.

With their bigger floor spaces, toy chains might be able to offer more in the way of events and activities but independent retailers can still fire up a child’s imagination. Whether it is an instore competition, or a treasure hunt in a nearby park, they can build a community around the shop that goes beyond the four walls. As they are not tied to a big brand, they have the freedom to create their own experiences, adapting them to their own customers.

231

ANNIVERSARY SPECIAL

35 years It all began with some skateboards but led to more than 120 shops. As The Entertainer celebrates 35 remarkable years in business, TnP spoke with Gary Grant to find out how it all began

I

n these financially straitened times, shops try to open for as long as possible to maximise footfall and profits. So you would imagine that the fastest growing multichannel high street toy retailer in the UK would be in the vanguard when it comes to increasing the hours that shops stay open on Sundays.

You would be wrong. The Entertainer does not open at all on Sundays. Founders Gary and Catherine Grant believe that their teams work hard during the week, so Sunday really should be special pecial for them with time spent relaxing g with family and friends.

It is a philosophy that has seen een the company grow from one shop p in 1981 to 122 stores across the UK in 2016, along with a website – www.TheToyShop.com

“

I owe a huge debt of gratitude to the late Paul Caspari of Robenau… there was never a hint of scepticism or doubt in our ability to succeed

that has more than 18 million visits annually.

Today, The Entertainer is very much a family concern with Gary’s sons Duncan and Stuart on the Board, as well as his wife Catherine, while the company employs over a thousand people in its shops and at head office.

Those numbers swell for the Christmas rush.

Chris When it all started Whe But iit all started 35 years ago, when Grants were a young married the G couple looking for a business coup opportunity but with very little spare oppo cash to invest.

The T Grants spotted an opportunity in The Pram and Toy o Bar, an ailing toy shop in

Amersham owned by George Marks, a local businessman.

“We knew nothing about toys,” said Gary. “I was 22 when we bought the shop. We went to Trewins in Watford which was a local John Lewis store and we started to write down some of the brands such as LEGO, Corgi, Waddingtons, so that I could begin to order a few toys for our shop.

“We took over at the beginning of May 1981 and were recommended to find a wholesaler who could help us.

Money was thin on the ground and I owe a huge debt of gratitude to the late Paul Caspari of Robenau – who a

Did you know…

The Entertainer’s 21 longest serving staff members have all clocked up more than 19 years’ service. In fact, one — Antony Buckle, has achieved 33 years! Collectively those 21 people have worked for 416 years!

Peter Brown, CEO, Flair

“

My first contact with Gary Grant was Christmas Eve, 1983 — the first year of Tomy UK. The phone rang and a voice said: “Gary Grant here, where are my Tomy Tronic 3D Games which I promised to one of my customers and which you have failed to deliver?" I had them taken by taxi to Amersham immediately!

”

24

Nick Austin, Chief Executive, Vivid Imaginations

“

Many congrats to Gary and all The Entertainer team for an inspiring 35 years in the industry. Innovation, leadership and passion, coupled with great philanthropy make The Entertainer story one which shows entrepreneurial success and high integrity principles can be a winning formula.

”

toysnplaythings.co.uk

Phil Ratcliffe, Sales and Marketing Director, MV Sports

“

I’ve known Gary since I was at Mattel in the early 90s. Gary has always had a shrewd commercial eye for product, underpinned with a forthright honesty.

He is a staunch and valued supporter of the BTHA Toy Trust reflecting his charitable and principled approach to life in general.

”

lot of people in this industry owe a great deal to. I was able to buy some stock with good credit terms, despite the fact that we had no trading record. On our first visit Paul and Ron Berg took us round the showroom and told us what to buy and gave us the necessary credit. They were so gracious; there was never a hint of scepticism or doubt in our ability to succeed.

“This enabled me to stock a diverse range of toys, even though I had very low volume of each product. I remember we had a couple of Etch-a-Sketches, Duncan Yo-Yos and Dar Dar cars. Robenau were fantastic for us, because they delivered weekly.

We survived our first Christmas with Cath – a full-time health visitor – working during the evenings putting stock in our garage at home. Cath was also was pregnant with our first son, Duncan.”

The Entertainer is very much an iconic name, not just within the toy trade, but with the everyday person on the street too. Gary explains that the name came about thanks to Catherine.

“It was Cath who came up with the name The Entertainer, believing that if a product occupied your time – entertained you – we could sell it.”

And rather cleverly, the name was generic enough to allow the Grants to diversify if this new toy shop venture failed.

Initially Gary stocked some Galt products and “a little range of plush from Real Soft Toys based in

Watford” and openly admits that he just “dived right in”.

But when did he realise the The Entertainer was a success?

Modestly, he replied: “I’m not sure I ever did realise that. We had a tough time in 1985. I remember one of our monthly cheque runs was £9,085 which was more than we had but I just kept my head down and we survived.”

“

I fondly remember two of Gary’s deals! One of his best was the 30 x 40ft trucks of Polly Pocket close out he bought with David Fogel in the late 80s. And possibly his least successful, several trucks of Ratatouille - he still has many Parisian chefs in Amersham!

”

“I quickly learned how the KLY I QUIC W THE industry works – importing, wholesale, retailers, VAT, ED HO LEARN RY WORKS direct-to-market, margins, T costs,” Gary told us.

INDUS RTING, O P In those early days there M –I ALE, , S E were two great toy fairs – L O WH , VAT ET, Earl’s Court and S R E L I RETA -TO-MARK Harrogate. It was at the T North Yorkshire venue DIREC S, COSTS IN G that Gary first met Richard R A M

“

Building the business As their reputation grew, reps and agents began calling on The Entertainer. Toys and games that are now household names were beginning to consolidate their place in the market. Star Wars had a massive impact on the trade.

Cash flow records doodled on an Gary bought envelope 144 Speeder Bikes in 1982, which he sold for £4.99 each. He also invested in boxes of 108 assorted Star Wars figures – ten boxes at a time.

On the board games side, Trivial Pursuit and Pictionary both retailed at £39.99 in the eighties. Other major products were Transformers Optimus Prime, Britains figures, Ertl’s Dukes of Hazzard and Bruce Kaberry’s radio-controlled Knight Rider car, Roland Rat, Glow Worm and – of course – Rubik’s Cube.

Lindsay Hardy, Marketing Director, Trends UK

“

I’ve some great memories with Gary over the years. I’ve been lucky enough to collect some fabulous TOTY awards on behalf of Flair for Sylvanian Families and I recall helping to create a lovely Sylvanian Families wedding scene for his daughter’s wedding. Not to mention our time at Dream Toys!

”

MAY 2016

Dominic Geddes, VP & Country Manager, Mattel UK Ltd

King, now executive chairman of The Character Group, but then with Rainbow Toys, who were producing The A-Team merchandise.

“Richard told me how many of the A-Team figures I could have,” remembers Gary, “They were all on ration and I know I could have sold far more had the stock been available.

Jonathan Thorpe, Managing Director, John Crane Ltd

“

An ex MD of a buying group once told me Gary would not last as a retailer and that was back in 1992! I don’t talk to Gary about the business much — we talk about family and the really important things in life. He is my friend and what more could I ask of him?

” 25

ANNIVERSARY SPECIAL

“Today nothing can match the excitement of those first few years. s.

I managed to get hold of 144 of Hasbro’s My Little Pony Palace forr just one shop, retailing then at £24.99. Move on 30 years and I’d probably have to retail them at £69.99 and require 9,000. The volumes that just one small shop could sell were fantastic, that was life before the supermarkets started stocking toys and, of course, the internet.”

After four years, Gary opened his second shop in Beaconsfield, and a third store in Slough opened its doors in 1991. The growth since then has been exponential and The Entertainer’s most recent results showed its sixth consecutive year of growth. The company reached a pre-tax profit of £7.6m; an increase of 27 per cent from 2013/14’s £6m pre-tax profit. And while those figure are immense, Gary doesn’t forget those early days and the staff who helped and still help The Entertainer.

“For us it was more than a job,” he said. “We don’t let people down, we value our staff. Some people such as Antony Buckle have spent their entire career with us. Over 110 people now have more than 10 years of service with the company and 21 people have worked more than 400 years! In the end it’s the people on the ground that count.”

Facing tough times head on Business being what it is, the highs and lows are often intermingled, and The Entertainer has not been spared tough times. One of those was wrestling with the work/life balance. Explaining his decision to close on Sundays, Gary said: “In 1991 I found it was a challenge to run the business in a Christian, ethical way while being demanding at the same time. I had to review how I wanted to run the business.

At the end of the day, if I don’t feel good about something then I won’t do it.”

He added: “Our benchmark has always been honesty. We may have

The gift that keeps on giving The Entertainer’s policy of tithing the company’s profits has resulted in donations of £748k to charities last year that the company works closely with. Further to this, the workplace giving scheme means 44 per cent of their employees give monthly to local and national charities.

This resulted in the government awarding The Entertainer with a Platinum Award, one of only 100 companies to receive this.

made mistakes along the way but not dishonestly and not deliberately.”

As with many companies, The Entertainer was not exempt from the 2008 crash, and Gary credits companies like Hasbro, Flair and Bandai for helping him through.

“In 2008 we faced uncertainty, as did many businesses. The banks Looking towards the future were in difficulty, the Now, 35 years on from those first insurance companies days, what makes Gary proud and were in difficulty – we lost what drives The Entertainer our credit insurance since forward? “I am proud when I walk many businesses were at into our shops. I think ‘This is risk; our turnover dropped amazing.’ We want to be as good in by a third. Confidence was the toy market as any top retailer in totally shattered and any category. We aspire to be as everything was up in the good as River Island or Lakeland.” air. Retailers and As for how The Entertainer will manufacturers were go about its business in 2016 and dropping like flies. In beyond – Gary told us: “I still firmly October 2008, it was believe that business continues to difficult to sleep. We had a be all about personal relationships; thousand staff relying on us it has to be a win-win for both – they had mortgages to parties. There are still plenty of pay and families to feed.

The particulars of sale opportunities out there. We must “ At one of our recontinue to maintain the values for Toys & Pram, the budgeting meetings it looked as that are important to us. Retail is all Grants' first shop though we might make a million about detail – something we must pound loss and I wondered if we not forget as we strive to grow our would survive. My eldest son company.”

Duncan is a chartered accountant and thanks largely to his business acumen we allocated time, managed stock and culled costs. We paid suppliers early, which gave us extra discounts – they needed money too! Hasbro, Flair and Bandai gave me a small credit limit – not many would. These guys invested and trusted in me which was a help and I would not let them down. They didn’t slam the door on me – if they had The Entertainer may not exist as it does today. And, of course, our staff went How The Entertainer once looked! the extra mile.”

Jacqueline Taylor-Foo, UK Sales Director, Spin Master

“

One of my first meetings at The Entertainer was when I worked for Zapf and a very ‘passionate’ Gary gate crashed. He was throwing numbers around in only the way Gary can, without a calculator! We've moved on from that! He is a formidable, yet caring and generous person.

”

26 98

David Fogel, Director, Mookie Toys

“

Back in the early 80s I first met Gary and we struck up an amazing partnership and shared every deal until I sold Toy Stack to Hamleys in May 1997. He has been an amazing business friend and is a true philanthropist with his time and money.

”

toysnplaythings.co.uk

THE INDEPENDENT

OPINION

Put it in its place HGL, Ty and Winning Moves – what do they all have in common for our columnist? Read on to find out...

I

wonder what springs to your mind when you read the phrase “retail solution”?

These words have such a deep impact on us as retailers.

Merchandising products on shelf is one of those daily frustrations that numb my mind. Finding a balance between what to put where is an endless struggle and I find it extremely annoying that you could put your best promotion item in the wrong location and sell a tiny fraction of the amount you could if it happened to be in the right location.

The issue with this is that we all have shelving to fill and far too many toys to put them on, so all of the space is utilised without question. This makes us wonder; are we putting the toys on the bottom shelves at a disadvantage to the ones at either kids’ or adults’ eye level?

We have run some tests over the years,

Best sellers VOLUME: 1) Shopkins 2 Pack – Flair 2) My Little Pony Fashems – Character Options 3) PAW Patrol Rescue Racer - Spin Master VALUE: 1) PAW Patrol Vehicle – Spin Master 2) WWE Figures Asst – Mattel 3) Shopkins 12 Pack - Flair

and it is a massive problem for us in some of our stores. The most shocking test was with a product I was able to get a deal on as an end of line item that was being refreshed. To make it work I had to ensure each store sold a large quantity in order to turn it into cash before a similar line was released. I made sure each store, except one, had it on an end bay, with two full shelves packed and large price stickers showing the reduction we were offering on this promotion line. In the experimental store we put it on the shelf at a good eye level, again on two shelves but not in the most prominent location. Before anyone starts reading into the variables too much, this isn’t scientific, but it is my third biggest store so there is regular footfall and a good level of turnover. The sales were astounding, and this isn’t a term I throw around regularly. The experiment store sold less than 20 per cent of its nearest competitor!

Over the past six months or so, and in 2015, we were more than five per cent up and so far this year we are sitting at more than 16 per cent up respectively, with far higher quantities of the lines we target sell than we ever thought our small business could achieve.

The reason I mention the phrase “retail solution” is that I feel this is one of the best ways for suppliers to help both themselves and the retailers. For example, I took in some of the Winning Moves Top Trump

stands (FSDU into the larger stores, CDU into the smaller) and my sales have gone through the roof. The stands provide me with a brilliant retail solution and ensures that I always have stock on the stand, which benefits everyone.

Another fantastic example is Ty Beanies.

The rate of sale from this brand have gone up so dramatically over the last 18 months that I now have a couple of stands in each store with sales continuing to increase. The last example I will use is that HGL pocket money stand. This is particularly brilliant for me as we always struggled to display pocket money toys, but now I have a retail solution in place and sales are treble what they have ever been before.

It does make me wonder how the bigger suppliers could work something out to help create their own space in stores, but from a few queries I have made, it seems a lot of suppliers don’t even manufacture shelf strips anymore... how unhelpful is this?

Have you ever looked at a bay of products without shelf strips and then put them on to “dress” the section? The only real difference we, as high street retailers, have against online is the shopping experience of our customers. To think that something as simple as a few shelf strips could benefit us if we could get our hands on them seems criminal.

Maybe time to wake up Mr Supplier and help us out a bit?

THE SECRET SUPPLIER

Getting it right at retail If anyone knows the importance of where product is placed at retail, it is the supplier. In this instance, he and our indie are singing from the same hymn sheet…

O

nce again The Independent highlights a subject of great importance to both retailers and suppliers - where to position product at the point of sale. And this is because we are told that some 60 per cent of buying decisions are made once the consumer is in the toy store itself.

Charles Lazarus, the founder of Toys R Us once observed that he could walk with his eyes closed around any of his stores and when he opened his eyes he would know what product would be facing him.

Indeed Toys R Us’s early success was undoubtedly due to their ability to present a vast range of product in an eye-catching manner.

As a supplier the term “end cap” first entered my vocabulary when in conversation with Toys R Us buyers. The fact that this was accompanied by a hefty price tag only served to highlight its value to both TRU and the supplier.

Toys R Us were quick to capitalise on the value of end cap positioning and The Independent’s own experiments forcefully demonstrates the selling power of a well merchandised end cap.

MAY 2016

But there is a limit to the number of end caps that retailers have, so smart suppliers have found that FSDUs provide an immediate, if temporary, solution to the problem of where to put new ranges.

And these FSDUs are getting more sophisticated with built-in sound and vision to catch the eyes and ears of passing consumers.

The Independent also highlights the value of specific supplier designed fixtures and displays that effectively group together products with a particular price or style profile.

Other smart retailers will also seek to strategically position product as a consumer magnet thereby attracting consumer traffic flow around the whole store. It is no coincidence that LEGO is frequently located at the furthest point from the store entrance.

This is a fascinating subject because coming up with the right “retail solution” is perhaps the most effective way to improve sales and profitability that any pro-active retailer can engage within their own store environment.

27

RETAIL

OPINION

Toy talk Retailers are important to us here at TnP. We love chatting to them each month to get industry insights into what is selling well and we ask some key questions...

TnP loves to hear your views. This month we chat with retailers around the country to see what trends are emerging, and they tell us if the future if looking bright for them

JOHN STARLING, Starlings, Dereham, Norfolk

JULIE CLAYBER, Gosling Toymaster, Marple, Cheshire

Based in Dereham, Starlings began in business more than a hundred years ago and now have three shops in Norfolk and one in Suffolk.

The first shop, on Sheringham High Street, was set up as W Starling Bazaar, selling newspapers, hardware, tobacco, stationery and some toys

Julie’s father founded the business and she has worked there for more than thirty years.

What are the emerging trends?

We have just had the Num Noms in and we had quite a lot of interest prior to their arrival. We think it could be the new trend.

What are the emerging trends?

Girls’ collectables such as Shopkins do well. Disney’’s Tsum Tsums has picked up as a collectable too. PAW Patrol is very strong in pre-school.

What percentage of your stock costs more than £30?

That’s a good question. I haven’t done a stock analysis but I would guess if you take LEGO out of the equation, it’s probably around 10 per cent.

What do purchases tend to be for?

We definitely have an all-year round trade. We heavily promote and we always have offers. We have something every month to entice people to come back in, week in week out. We have seen a shift away from internet back into store. We have concentrated our business plan on getting customers back in store and it has worked.

What categories are doing well?

Take LEGO out of the equation and boys’ toys are very strong. Games are good for us; creative play such as Playmobil and Sylvanian are good. Plush is still firing along and trading cards as well.

Is the future looking bright?

Yes, definitely bright. Trading has been okay for us so far. We work hard, we work hard at our promotions and we are always changing what we do. People like to buy new things. We make sure that we have new stock.

What brands are successful for you?

TY, Spin Master, Epoch and Playmobil are growing this year.

28

Magformers

What percentage of your stock costs more than £30?

Very little – less than 10 per cent. The majority is under that price.

What do purchases tend to be for?

Our Saturday trade is mainly birthday gifts. Children going to parties come in on a Saturday morning so the average spend is £10-15. We are in quite an affluent area so children do get treated quite a lot.

What categories are doing well?

LEGO is the main one – it is flying off the shelves.

For the younger ones it is PAW Patrol. Board games we tend to sell well at Christmas. We do very well education wise with the Orchard Toys – we always sell those. People buy Orchard Toys as a birthday gift so it is always a good line for us. We do very well with jigsaws and we have quite a large selection of adult jigsaws.

Is the future looking bright?

I think so. I think people are coming back to the high street especially where we are which is in an area that has predominantly independent shops. It is more of a village than a large town centre. We see a lot people who want to support local independent shops.

What brands are successful for you?

I think it all comes down to LEGO. That’s our main one but we have also done really well with Shopkins and PAW Patrol. I think the Num Noms will do really well too.

toysnplaythings.co.uk

Tweet Talk OLIVIA MORGAN,

Share your thoughts with us and keep up to date with all things TnP on Twitter @toysnplaythings

Cowgills of Clitheroe, Lancashire Olivia joined the shop six years ago as a Saturday girl when she was 16. She has been a buyer since last year.

What are the emerging trends?

Definitely LEGO at the top.

Shopkins are doing well too as is Depesche. TY Beanies are another top one.

What percentage of your stock costs more than £30?

Not a lot, maybe five per cent or 10 per cent.

What do purchases tend to be for?

We do a lot of pocket money toys and apart from that it is probably birthday parties, especially on the weekend.

What categories are doing well?

I would say at the minute that plush is doing quite well. Board games and jigsaws are good sellers too.

Is the future looking bright?

I hope so!

What brands are successful for you?

Flair does really well for us.

Epoch has picked up too and is doing well.

JOHN TESTORI Bambola Toys, Jersey A family store, the shop opened in 1961 and John has been in charge for 37 years having bought out his father.

What are the emerging trends?

LEGO – it is increasing in popularity and hits a wider age group all the time. The recent documentary highlights the fact that it is now okay for adults to play with LEGO. It was a closet hobby for adults before – it is not now. It is trending.

What percentage of your stock costs more than £30?

Quite a lot. I would say between 30 and 40 per cent. We are very strong with higher ticket – we do a lot of geeky games. In the family aisle people don’t buy games over £20, in the geeky section it is not worth having if it is not £30 or £40 and then they expect expansions as well.

What categories are doing well?

Collectable ranges – cards, POP Vinyls, Shopkins - anything that people can collect. On the geeky games side we do very well with the Star Wars X-Wing. You buy a base game that you can play out of the box but you expand with lots of the extra ships.

MAY 2016

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29

FEATURE

CARS, TRAINS & PLANES

BRIO

Start your engines Toy vehicles are gearing up for another big year following strong category growth in 2015. TnP spoke with top suppliers to discover why a winning formula of nostalgia, innovation and evergreen play patterns signals go for many consumers

C

ars, trucks, planes, trains, and all machines that travel with speed and style, are toy shop staples. Their timeless appeal has made them one of the best performing categories of 2015, and with plenty of exciting new designs and licenses, 2016 looks set to continue that momentum.

Almost 17 million units of toy vehicles were sold last year alone, according to industry tracker NPD, which also revealed the category’s value was up 4.5 per cent for the full year 2015, compared to 2014. Those sales continue in 2016, with buoyant and lively trading leading to five per cent growth in the first three months of this year.

Sales drivers This is an upward trajectory that

Andy Friess, President of Toy State, says the company’s toy vehicles have enjoyed for the past few years.

“We’ve seen solid performances from our Road Rippers, Caterpillar and Hot Wheels lines in the Lights and Sound category last year, and we’re confident of another successful year to come in 2016,” he explains to TnP. This is also the first full year of product development for Toy State under the Nikko brand, a name with a 60-year history in this category. Andy says the company is “very excited” about the initial retailer feedback the team has already received on these items, and there’s plenty more to hit the shelves throughout the year.

Also entering new territory is Ravensburger, which only began supplying the trade with BRIO in July 2015. “The range is performing well

“

Traditional play patterns are evergreen and translate nicely from generation to generation, making them very relatable to parents Andy Friess, Toy State

”

Top 10 Vehicles FY 2015 Hot Wheels Single Cars, 1:64 - Mattel Cars 2 Chatacter Asst - Mattel Hot Wheels 5 Car Gift Pack - Mattel Real FX Racing System - Vivid Scalextric Continental Sports Care Race Set 1:32 - Hornby Hobbies Air Hogs Roller Copter - Spin Master 30

RC Vaporizr Blue - Toy State Air Hogs RC Atmosphere Axis Spin Master Planes Die Cast Characters Asst - Mattel Hot Wheels Track Builder Volcano Blast Mattel

and we have had a strong start to the year,” says Ravensburger Marketing Manager, Benn Bramwell. “The category is growing year-on-year, and we are seeing increased distribution of our BRIO range. The collectability helps with the all-year round sales, while the more expensive play sets peak towards the end of the year.”

HTI is another company to see sales driving upwards, with Marketing Communications Manager, Sarah Holden, revealing to TnP that across all of its vehicle business, incremental value has grown 20 per cent year-onyear. “We have some great new lines launching for AW16, she adds, “and the orders that are being confirmed now by UK and international customers look set to ensure we are on track to achieve our strategic sales growth targets for the rest of 2016.”

A natural purchase Sarah puts the continuing success of the vehicles category down to refreshing product and getting the fundamentals right. She says toy vehicles are a “natural purchase” for many parents and gift buyers, with nostalgic appeal and a “classic and enduring play pattern” making them a winner with kids of all ages.

toysnplaythings.co.uk

Andy agrees: “Traditional play patterns are evergreen and translate nicely from generation to generation, making them very relatable to parents. I would agree this helps to create widespread appeal for these products,” he says.

“The ongoing challenge for toymakers is to continue developing new ways to bring the basic play patterns of these toys to the consumer. Weaving in new technologies, play features and designs to traditional toys helps the products remain fresh and exciting.”

This is something Bigjigs has employed when adding vehicles to its mix of products targeted at infants.

Director, Liz Ireland, says adding this category to the line has helped take it to new heights. “Bigjigs Baby is a growing category for us - helped by the introduction of the vehicles. Vehicles introduced this year target a particular skill - stacking, in a really fun way. Parents appreciate products designed to develop and enhance much-needed fundamental skills.”

trusty team of construction vehicles to Noddy’s red and yellow car.

Bringing those vehicles to life off the screen has made the category a key part of many successful TV licensed ranges, and Sarah says pre-school is a particularly important market.

“The fact that it is a classic play pattern and is often directly relevant to the licensed property - by happy coincidence or otherwise! - ensures that vehicles drive a lot of volume for licensed consumer product sales,” she says.

Andy says licenses are a natural fit in this category, and help pique the interest and excitement of shoppers. “Toy State has enjoyed continued success with licensed product lines, such as Caterpillar and Hot Wheels for many years, as these brand names bring global equity and consumer interest to the toy aisle,” he says.

Driving licenses

As with all toys, the busy Christmas period is where sales of toy vehicles peak, but Andy says there is opportunity to extend this, as the toys offer great play experiences at

Cars, trucks, planes and trains have always been a favourite feature in kids’ content, from Bob the Builder’s

Year-round sales

“

Vehicles drive a lot of volume for licensed consumer product sales Sarah Holden, HTI

Toy State

”

all times throughout the year.

“The demand for playing with toy vehicles is spread throughout the year. Outdoor play in the spring and summer months added to the indoor play during autumn and winter keeps kids active and engaged with their RC and lights and sound vehicles all year long.”

Andy adds that Toy State is working hard to develop ways to help retailers sell more everyday, “whether it be n-store signage, interactive displays, in-store TV or retail promotions.”

For Benn, it’s all about getting the toys in kids’ hands: “The most important factor is children playing with the product. We offer successful retailer play days and display tables where children can constantly engage with the product.”

Fun fact…

HTI has sold 7.5 million metres of track sets to date - enough to stretch from the company HQ in Fleetwood to the F1 Circuit of the Americs in Austin, Texas

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31

FEATURE

CARS, TRAINS & PLANES

Slot in HOBBY COMPANY 01908 605686 www.hobbyco.net Super Mario once again heads up Carrera Toys’ ranges in 2016 with the release of its latest items in Go!!! slot racing and Carrera RC. In RC, Mario goes off road on his Mario Kart 8 Quad bike. This big-wheeled 1/20 scale radio controlled machine is equipped with full suspension for indoor and outdoor fun. New for 2016, Mario is now joined by his friend and fellow game character, Peach, broadening the appeal of Carrera RC for boys and girls. Control is again via the latest 2.4 GHz technology, and Mario Kart Quad RC is ready to run - just add batteries and let the fun begin.

Carrera’s ever-popular feature-packed slot racing range Go!!! continues to be hugely popular in the slot market for children with the release of a number of exciting new officially licensed 1/43 scale sets featuring some of the biggest names in gaming, movie and sport.

Mario Kart 8 remains a popular part for the Go!!! line-up. Mario and Luigi do battle in karts on a large 4.9 metre track that includes a power loop and lap counter, plus themed barriers. Other new sets include, F1, Disney Pixar CARS and Star Wars.

Start the journey MARBEL 0845 6000 286 www.marbel.co.uk Hape is set to launch an exciting new railway range and accessories that will be available in the UK from Marbel this August. Hape’s new design has given traditional wooden railway a creative twist. Interactive with fun accessory features, such as the rainbow xylophone track, the colour and shape-sorting track, the bead maze rainbow track, and the pop-up monkey mountain track, are among the innovations in the new wooden-railway ranges for toddlers aged 18 months and up. For slightly older children is a range suitable from three years and up. Exciting play components in this age bracket include a unique, automatic gate rail crossing, an automatic bell signal, a record, listen and light railway station and a battery-powered engine that even has a light. Also within the range are a number of complete railway sets with varying themes such as the jungle train journey set, forest railway set and a double loop railway set.

Team speed!

HTI 01253 775544 www.htigroup.co.uk Teamsterz, HTI’s own die-cast vehicle range available worldwide, combines sharp price points and quality manufacture to deliver high levels of detail and great play value across die-cast vehicles, playsets and track sets.

Following the launch of six new 1:64 scaled vehicle packs for SS16, a further eight all new die-cast designs and vehicle types speed into the range from AW16 to keep the line-up fresh. With high quality die-cast body shells, free moving wheels and printed graphic details, the vehicles include the 4x4, PickUp Truck, Sports Car, GT Racer, Dump Truck and Cement Mixer. The vehicles will be available as single, double, five and 10 packs.

Also new to the Teamsterz 2016 starting grid are a number of new exciting track sets, playsets and car transporter carry cases, all supplied with cars and promising great play value. A wide range of Teamsterz pocket money-priced vehicles supports the range, fuelling little imaginations worldwide for endless hours of vehicle play fun.

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33710

33708

33707 33705

Tel: 01869 363800 sales@ravensburger.com www.brio.uk

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33706

FEATURE

CARS, TRAINS & PLANES

To the rescue!

CHARACTER OPTIONS

Ahoy, matey!

0161 633 9800 www.character-online.com

BIGJIGS TOYS

When it comes to planes, trains and automobiles, Character Options has the first choice for little ones wishing to combine favourite character licenses with exciting ways to get around.

The Fireman Sam collection drives solid sales at retail, with fans of Pontypandy’s firefighting hero eager to recreate his adventures with figures and playsets, not to mention the full collection of die cast vehicles. To accompany the vehicles, the Fire Rescue Centre die-cast playset makes the perfect addition to any collection.

With the rollout of Series 10 of Fireman Sam, fans will be excited to see Pontypandy’s brand new fire station among the classic toy range. The Electronic Pontypandy Fire Station playset will house original features that emulate the new headquarters in the TV series.

Bigjigs Toys introduced two new Bigjigs Rail themes for 2016 including Fire and Rescue, and Pirates, which have seen great results since launch.

Each includes a main Train Set complemented by various accessories allowing mix and match options and track expansion for bigger, themed railway adventures.

The fantasy Pirate theme includes a Pirate Train Set with 42 play pieces for swashbuckling adventures on the high seas. Building an imaginary world is easy with five exciting accessories to extend the set including a wooden Shipwreck Bridge, Pirate Galleon, Barrel Drop, Skull Cave and The Pirate Train. The Fire and Rescue theme combines rescue and rail, including a Fire and Rescue Train Set with 39 play pieces creating a play world of rescue missions for firefighting or even to rescue a cat stuck in a tree!

01303 250400 www.bigjigstoys.co.uk

Tough and rumble FUNRISE 01908 555640 www.funrise.com

Gold rush VTECH 01235 555545 www.vtech.co.uk Combine the 32 track pieces into lots of different combinations in the Toot-Toot Drivers Gold Mine. Kids can watch the tough motorised mining train and its cargo car chug up and down the tracks and go in and out of the mine, through the gate and the cargo loader. The train and other Toot-Toot Drivers’ vehicles respond to the nine SmartPoint locations that introduce early language skills.

The mine mountain shape sorter with drop chute and cogs enhance motor skills.

There are so many exciting places to travel to with the busy Toot-Toot Animals Train! This fun playset is bundled with one Toot-Toot Animals SmartPoint Hamster and features three SmartPoint locations which respond to Toot-Toot Animals with fun phrases, sounds and melodies.

The train can carry three Toot-Toot Animals and includes a fun seesaw, a running hamster wheel that turns when the train moves or can be turned independently, and a twisting conductor seat.

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Tonka has joined the Funrise portfolio once more and the team is taking the range to a new level!

High on the agenda will be the launch of the new Tonka Climbovers, the 4x4 motorised off-road vehicles that climb over almost anything. There’s a number of playsets to choose from, all of which interconnect using a Click N’ Climb track system to configure countless obstacles. The new TV-advertised Climbover series has many fun sets for tough kids to get to grips with such as the Snake Pit Pass and Ripsaw Summit.

Also added to the line-up will be a full range of Tonka Metal: miniature die-cast vehicles with lots to collect and offering all the Tonka quality at a pocket money price. New for spring is the UK Emergency die-cast vehicles, including a Fire Engine, Police Car and Ambulance, which echo the colours and markings of the real life emergency teams.

For action on a larger scale, the Tonka Mighty Fleet range is perfect in any pretend crisis. Kids can help save anyone at sea with the Tonka Rescue Force Coast Guard Helicopter, which features lights and sounds, and spinning chopper blades. To help catch the bad guys on the ground, the Mighty Fleet Emergency Vehicle Police Car has flashing lights and a siren emulating that of a UK police car, plus the easily recognisable yellow and blue branding that is just like the real thing.

All the renowned Tonka collections will also be available, including the Tonka Steel and Lights and Sounds series. All of which come with the parental endorsement that has been built over generations.

toysnplaythings.co.uk

The New Porsche 911 Carrera S from PLAYMOBIL! Arrive in style with the new Porsche 911 Carrera S! Style the car your way with interchangeable wheel rims, spoiler and side skirts. With working lights front, rear and on the dashboard, why not remove the roof and feel the thrill of driving your own sports car!

For more info: www.playmobil.uk 6GN

3911 Porsche 911 Carrera S

FEATURE

CARS, TRAINS & PLANES

Do the robot!

Time to get muddy BRUDER 01491 412 415 www.bruder.de Mud races are a popular pastime in the USA, where off-road vehicles are fitted with impressive, large-scale tires. With Bruder’s Jeep Cross Country Racer with Driver, a massive anti-roll bar is installed to protect drivers, and the windscreen is replaced by a protective shield. In a final step, the engine and chassis are overhauled to complete the mud racer! Doors and tailgate open and can be removed, the bonnet can be opened to give a view of the detailed engine block. The three dimensional moveable driver is equipped with vest, gloves and helmet.

Exciting off-road races are guaranteed, and kids should not be afraid to get dirty! Actively playing out in the garden is the exactly what this toy is designed for. The Jeep Cross Country Racer with Driver is available in two colours for exciting races between the blue team and the orange team.

In the fast lane GALT TOYS 0161 428 9111 www.galttoys.com Galt Toys has wheeled out all the stops for its Ambi Toys range with a Lock-up Garage, Baby’s First Car and Pocket Car CDU. The Lock-up Garage is a lockable garage with three vehicles to put in, take out and colour match to the garage doors. It is designed in primary colours with simple lines so a young child can grip and push the cars along as they go on an imaginary journey. The doors to the garage lock and unlock with a red key to help aid hand-eye coordination and manual dexterity.

Baby’s First Car is a cheerful yellow character to accompany a baby on the journey of imagination. As he moves along his eyes move up and down, and the big red button activates his horn. Baby’s First Car which is 13cm in length is suitable for babies aged from six months onwards.

Pocket Car CDU showcases three collectible coloured cars in either red, yellow or blue. These tiny cars are as smooth as a pebble and fit neatly into any pocket, making it the perfect travel toy. Each car is 7.5cm in length and is suitable for babies aged from 10 months onwards.

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CHICCO 020 8953 6627 www.chicco.co.uk Robo Chicco is the latest addition to Chicco’s popular Turbo Team family, and is the first transformable RC car in the pre-school range. The slick and stylish toy converts from a car into a futuristic looking robot in three simple steps, by pulling down the arms, the head, and then the body, giving little ones hours of fast and furious fun. Robo Chicco is suitable for children aged two to six years.

On trax H. GROSSMAN LTD 0141 6132 525 www.ozbozz.co.uk For those who want to jostle for pole position, Car Trax and Train Trax have everything they need.

This chunky, flexible track connects and interconnects so that young children can collect the various sets and connect them all together however they like. Designed in bright colours for children of three years up, each set includes at least one vehicle.

All go!

GREAT GIZMOS 01293 543221 www.ggtrade.co.uk Great Gizmos has a large of toy vehicles, including the super trendy Kid O range. The collection showcases a rich variety of shapes, colours and sizes so the possibility for creative play is limitless. The modern Go Car is available in blue, pink and red, and has an easy to grip handle and smooth edges, making it ideal for young toddlers to push around. The Go Cars are also available as smaller Mini Go Cars. Kids also will be flying high with the stylish blue Air Plane.

boys toys night challenge raceway

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The MINI logo and the MINI wordmark are trademarks of BMW AG and are used under License.

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Brands that make Children smile

FEATURE

CARS, TRAINS & PLANES

Race on TOY STATE 020 8440 5060 www.toystate.com The fun never stops with Toy State. For more than 30 years, Toy State has been an industry leader and innovator in the licensed and highly stylised lights and sound and radio-controlled category. The company recently agreed a licensing deal to produce Teenage Mutant Ninja Turtles-themed vehicles.

This deal comes on the heels of a licensing agreement with Barbie that was signed in the last quarter of 2015.

One of the featured items from the most recent deal is the Teenage Mutant Ninja Turtles R/C Party Van. Perfect for children aged six years and older, this van speeds through the street in style.

With full-function driving control and an easy to use controller, Leonardo, Michelangelo, Donatello and Raphael will have no problem catching up to their enemies and showing them who’s boss.

The TMNT R/C Party Van is not the only Toy State licensed vehicle that is bringing smiles to children’s faces this spring. The Barbie R/C vehicle is a custom convertible that fits two Barbie Dolls! The R/C car includes a detailed interior and realistic steering wheel controller. Fun for fans aged three years and up, Barbie fans will surely be thrilled with the latest from Toy State.

Toy State’s Nikko brand is as strong as ever, and fans of this

brand will be ecstatic over the new VelociTrax. The latest from the leader in the R/C category, this full-function radio-controlled vehicle promises action with fast and futuristic styling. Featuring 360-degree spins and ultra manoeuvrability, VelociTrax can handle any terrain and promises hours of fun for R/C fans aged eight years and older. Toy State’s commitment to innovation and imagination over 30 years, coupled with brands as strong and vibrant as Teenage Mutant Ninja Turtles, Barbie and Nikko, delivers a winning combination for fans of all ages.

Wooden wheels

Fast mover

LE TOY VAN 020 8979 2036 www.letoyvan.com

LEGO 01753 495000 www.lego.com Build up your automotive LEGO Technic collection with the latest adrenaline fuelled range. This year brings racing vehicles, jets, helicopters and the authentic 2-in-1 dragster replica — there are plenty of fun sets to get building!

Thrill the crowds with supersonic aerial manoeuvres with the aerodynamic 2-in-1 Display Team Jet, featuring a large cockpit and retractable undercarriage.

Thunder over the ocean with the Hydroplane Racer! Smash water speed records with this amazing, aerodynamic 2-in1 model, featuring massive sponsons, large cockpit and a blue and white colour scheme.

When you feel like another building challenge, rebuild it into a high-speed Race Boat. You can make a quick exit with the Getaway Racer! Combine with the #42047 Police Interceptor pull-back for a getaway car chase, or to create the Extreme Police Racer combi model. Take first place on the grid with the 2-in-1 Race Kart. Zoom around the circuit with the 2-in-1

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replica of a real-life race kart. You can also pull wheelies from the grid with the authentic 2-in-1 dragster replica, featuring a distinctive muscle car look.

And finally, the 2-in-1 Heavy Lift Helicopter features an array of intricate technical details and motorised functions.

Newly arrived are three stacking wooden vehicles for 12 months plus. Created from solid smooth wood with water based colours, the set includes a blue Truck, a yellow Bulldozer and a red Fire Engine, each presented in stylish window gift packaging.

The new Little London Set is a pack of three iconic British vehicles: a London bus, black cab and a British classic.

Retro–metro is a new set of three European vehicles in soft pastel colours. Both sets come in colour retail boxes with windows for easy sales presentation.

Spin Master 01628 535000 www.spinmastertoys.co.uk Air Hogs has brought innovation and excitement to the world of RC for 17 years and 2016 will be no different.

Just launched is the 360 Hoverblade, a flying boomerang with a remote!

Fans of the Zero Gravity Drive RC vehicle whose patented technology allows users to drive along the ground, wall or ceiling will love the new Zero Gravity Batmobile! Drive on the walls, ground and upside down.

toysnplaythings.co.uk

FEATURE

CARS, TRAINS & PLANES

Shell of a ride!

FLAIR

It’s a BRIO-lliant world RAVENSBURGER 01869 363800 www.ravensburger.com

0208 643 0320 www.flairplc.co.uk When it comes to cars and trucks, GP Flair has a set of ninja vehicles that kids will want to get a hold of!

From heroes of the track to warriors of the streets, the new Teenage Mutant Ninja Turtles collection has plenty of action vehicles to choose from. June will see the release of the much anticipated summer blockbuster sequel, Teenage Mutant Ninja Turtles 2: Out of The Shadows, and with it the launch of the all new Tartaruga Tactical Truck.

This awesome vehicle includes a Leonardo figure and is packed with tons of features.

Building on the popularity of BRIO’s My First Railway range, the My First Railway Battery Operated Train Set is the ideal wooden railway starter set for young children aged 18 months and up. New to the range this year, it is developed to encourage very young children to explore and experience the wonderful world of BRIO. The yellow plastic track-supports keep the wooden track pieces locked in place, while the brightly coloured guide ramps allow young children to easily guide the train onto the track. The My First Railway range includes lots of exciting products to entertain young children.

These include a Light Up Wagon, a Bell Signal, a Ramp Pack and a Block Tunnel Set. All the products from the My First Railway range can connect with BRIO World.

More than meets the eyes SIMBA SMOBY

Making tracks MAGFORMERS

01274 765 030 www.simbasmoby.com Dickie Toys has been one of the largest toy vehicle suppliers in Europe for decades and 2016 sees the launch of one of the most exciting new ranges in the vehicles category: Dickie Transformers. Across die cast, light & sound and RC categories, the Dickie Transformers range delivers this phenomenal brand to Transformers fans in completely new play patterns. Disney Cars continues to be one of the top licenses in the UK toy market, and in anticipation of the new Cars 3 movie in 2017 Simba Smoby offers a large Disney Cars RC range.

07887 787955 www.magformers.co.uk With cars, trikes, tanks, emergency vehicles, dragsters, UFOs, moon buggies, 4x4s, diggers, dump trucks and trains on offer, you’d need to look very hard to find a model vehicle you can’t make from the 2016 Magformers range.

Younger children aged 18 months plus can combine their fascination with magnets and a love of cars with the delightful My First Buggy Car set while Magformers really comes to life for the wheel-mad child with the 11 sets in the Vehicle Set Line.

Epic speed!

MATTEL 01628 500000 www.mattel.com In 2016, Mattel showcases a strong line up of some of the best-known, world-class diecast brands including Hot Wheels, Dinotrux and Disney Pixar Cars. This autumn, Hot Wheels has an impressive range includes the TV advertised Split Speeders, enabling children to create their own vehicle mash-ups, from racers

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to creatures and battlers! Other key lines include the Hot Wheels Star Wars range, which enables fans to reenact their favourite scenes from the films. Throughout the year, there are fantastic die-cast collaborations including BMW, Super Mario, Gran Turismo, Ghostbusters, Marvel and DC Comics.

toysnplaythings.co.uk

just like the real thing

The Sales Partnership Distributors Ltd Ancastle House Gravel Hill Henley on Thames RG9 1TP Tel: 01491 412415 Fax: 01491 412915 Contact Name - James Triptree

FEATURE

CARS, TRAINS & PLANES

Rule the high seas PLAYMOBIL 01268 548111 www.playmobil.co.uk Playmobil has some exciting new vehicles in the collection for 2016.

Sail the high seas in the Pirate Raider’s Ship, zoom around with the top down in the Porsche 911 Carrera S, and rescue those in need in the Ambulance with Lights and Sound.

Playmobil’s majestic Pirate Raider’s Ship is the perfect choice for hardy sailors, and can be played with in both water and on land.

This impressive ship comes with three fearsome pirates with weapons and fully functioning cannons, ready to battle any sailors they come across in the choppy seas. Budding rebels can bravely protect their ship from invasion with the fully-functioning cannon on deck, with a second cannon situated on the bow of the ship. Children can also hide weapons in secret places dotted around the ship, and lower the working anchor using the winch.

Pick me up DKL

Great track record TOYS FOR PLAY 01642 710064 www.toysforplay.co.uk Toys for Play founder Brian Parrish has been in the toy industry for more than 50 years, beginning in early childhood helping out in the family business Romer Parrish. He joined the business in 1965 upon leaving school. In 1975 he also started Romer Parrish Wholesale supplying other retailers. Eventually he decided to introduce some exclusive products. This led him to manufacturing a range of wooden products that included baby walkers and cots. Brian sold out to Beaties in 1995 and started direct-to-your-door mail order along with his wife Linda.

While visiting the Hong Kong Toy Fair in 2002 Brian and Linda found one of the best ranges of wooden railways available, and have been selling them ever since. In 2014, Toys for Play was appointed UK distributor for these wooden railways, although the manufacturers do supply some existing customers with their own exclusive items. Toys For Play can produce anything in wood to a customer’s designs, providing exclusive product with no market competition. The company also offers next day delivery as standard for most of the year, so customers do not have to order in large quantities. In fact, some customers order two or three times a week and then start increasing quantities. Similarly to most manufacturers and importers, Toy for Play does sell out of top selling items in November and December. But having been on both sides of the fence, Toys For Play realises the problems of both the retailers and manufacturers. The team forecasts in June requirements for the rest of the year and advises customers when running low on any items so they can adjust their orders.

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01604 678780 www.dkl.co.uk The new range of vehicles from Scratch Traditional Toys is the perfect offering for the category.

The new counter display of 12 wooden cars includes delightfully designed police cars, fire engines, taxis and ambulances for hours of role play. The durable cars are the perfect pick-up vehicle.

For older children aged three and above, there is the brilliant set of pull-back wooden cars. The set

of three cars includes a race-car, pickup truck and minibus, with modern packaging that draws children in with exciting background scenes.

Also new from Scratch Traditional Toys is the set of Small Magnetic Cars. Retailers can further boost their vehicle offering with the Scratch Circus Train, which has a retro styling and is made to fit all traditional train tracks.

Tractor time TOMY 020 8722 7300 www.tomy.com Britains from Tomy offers exact replica and in-scale models of vehicles, implements and accessories to build a farming scene. Having won a Best New Toy award at London Toy Fair 2016 in the Hobbies & Vehicles category for its 1:32 scale JCB 4220 Fastrac Tractor, the Britains range has already seen great success this year. The JCB 4220 Fastrac is a brand new generation of tractor that raises performance and productivity levels to new heights with seamless control, faster operating speeds, multiple implement mounting points and unique all-round self-levelling suspension.

To support Britains, Tomy has invested in a targeted marketing strategy that concentrates on social media engagement, demo videos, in-store planograms and sponsorship opportunities.

toysnplaythings.co.uk

FEATURE

CARS, TRAINS & PLANES

First time flyer LITTLE TIKES 0845 0533 333 www.littletikes.co.uk

Wheeling out the brands GOLDEN BEAR 01952 608308 www.goldenbeartoys.com Golden Bear is taking its Go MINI toy collection up a gear this year with a selection of new introductions. The Go MINI Key Racers come in three different designs and serve as a great entry point item. The products have a simple mechanism – load the key into the launch car and the spring-loaded action sends the cars racing off! Also new for A/W is the Stunt Racers Twin Pack. This includes two Go MINI stunt racer vehicles which have two modes for straight line speed or stunts such as a wheelie or a donut spin.

Both of these new additions sit alongside the Go MINI Night Challenge Raceway. Dual Speed Switching technology allows parents to choose the right level of driving ability: low speed for younger racers, while older drivers can switch to high speed. The track can also be enjoyed by a single player as they race against the pace car. For ultra-cool street action the cars glow as they race around the track in the dark.

Little Tikes Wheelz is the brand new and innovative range of fast and fun vehicles. This exciting line includes the Tyre Twister RC - suitable for children aged four plus - the biggest, baddest, wildest tyre ever, all powered by a RC car! Easy to use and perfect for a first RC car, there is endless amount of fun to be had with the Tyre Twister as it goes back and forth, spins 360 degrees and even does back flips!

Alongside this is the new and unique My First Flyer Helicopter for children aged four years plus. My First Flyer is the only helicopter for pre-schoolers that flies, turns and lands with one-touch control. Tumble Train is the runaway toy that has been a runaway success for Little Tikes. Supported by a heavyweight TV ad campaign, digital activity and parent website partnerships, it has proved to be a best-seller.

Mini mechanics LEARNING RESOURCES 07872 377 302 www.learning-resources.co.uk

Let battle commence!

MGA ENTERTAINMENT 08450 533333 www.mgae.com MGA Entertainment has unveiled a completely new property for the boys with the launch of remote control Air Wars Battle Drones.

With two drones in a pack, players take to the air to knock their opponent to the ground and remove their weapons. The robust quad zone copters come packaged together in red and silver.

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New for 2016, the Design & Drill Power Play Vehicles range features a Helicopter, Race Car and Monster Truck. Young engineers can build their very own vehicle by snapping pieces together and adding bolts using a motorised mini-drill. Children can customise their designs using colourful decorative stickers.

Racing revolution VIVID 01483 449944 www.vividtoysandgames.co.uk Real FX is next generation slotless racing which provides the most realistic driving experience in RC cars. Each car is fitted with infrared Opto sensors that read the track at 200 times per second. This artificial intelligence means a second car can drive around the track by itself and compete against kids. Playing in this truly innovative racing system involves overtaking opponents and dealing with track hazards, from tyre blowouts to oil spills. It’s like video gaming meets slot racing, but in real life and of course with no slots!

toysnplaythings.co.uk

For license information please refer to our internet page as well as the 2016 Carrera catalogue.

20062362 · NINTENDO MARIO KART TM 8 4,9 m · 158 x 68 cm

20062386 · STAR WARS 4,3 m · 183 x 80 cm

20062384 DISNEY/PIXAR CARS – CARBON RACERS 4,3 m · 183 x 80 cm

20062393 · PUSH ’N PASS 8,9 m · 220 x 98 cm

carr era-toys.com

2

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370503007 NINTENDO MARIO TM-COPTER NI

370200996 MA KART TM 8, YOSHI TM MARIO

1 370162060 MARIO KART TM 7, MARIO TM 2 370162061 MARIO KART TM 7, YOSHI TM 3 370162063 MARIO KART TM 7, DONKEY KONG TM 4 370162064 MARIO KART TM 7, BOWSER TM

370200996 MARIO KART TM 8, MARIO TM

370 370201025 70 0201 20 0 02 2 25 5 CARRERA R C RED RED BUL BULL RC BULL R C1 C1 RC RC1

370200996 3702 MARIO KART TM 8, PEACH TM

For license information please refer to our internet page as well as the 2016 Carrera RC catalogue.

The Hobby Company Ltd. · Garforth Place, Knowlhill · Milton Keynes MK5 8PG · UK enquiries@hobbyco.net · Telephone 44 (0)1908 605 686

www.hobbyco.net

RETAIL

OPINION

Trade talk

TnP loves to hear your views. This month we speak to key wholesalers and suppliers to learn what’s on their minds. We explore this month’s hottest topics.

This month, Team TnP catches up with some of the industry’s finest to discover how the trading atmosphere is for them, their best-selling products and upcoming lines...

HELEN SHIELD Director of Marketing, Enesco Limited.

JIM YOUNG Marketing Manager, Amscan International How would you describe the trading atmosphere at the moment?

We are experiencing exciting times at the moment.

We are still seeing significant growth in the market which can be attributed to a few key factors. Big seasons can always give an industry a boost and this was certainly the case with Halloween 2015. We found that our customers responded well to our new product ranges like our costume accessories category, and has given them a commercial confidence to continue to order significantly for their everyday ranges. This year we can look forward to the celebrations surrounding the Queen’s 90th birthday, the Euro 2016 competition and of course the ever growing Halloween season. We have also observed and benefitted from other retailers who haven’t traditionally been in the party market. They are now switched on to the vast options of what a party offering can mean in their stores, whether it’s just foil balloons or costumes, a Party Essentials range to complement other products in their store, or a complete store-in-store concept across all categories.

What are your best-selling products so far this year?

We’re seeing our licensed ranges are currently our top performers. Paw Patrol has done exceptionally well this year with seemingly no signs of slowing down. Due to this success, we’re introducing a new pink themed range to complement the offering later this year. Star Wars has also been the success story we expected to be. Year to date we have literally sold an army of Stormtrooper AirWalkers. This battalion would stretch up the Mall leading to Buckingham palace, shoulderto-shoulder over 11 times — what an impressive sight that would make!

Are you particularly excited about the release of any upcoming product from your range?

We’ve got some great product to look forward to this year. We’re extremely excited about the Teletubbies range we have planned for Q3 which will include tableware, an extensive range of party accessories and of course several balloon formats including Standard, Orbz and SuperShape. We have also recently finalised our Halloween 2016 collection which we have added to with additional on-trend costumes and accessories, plus a new face paint range.

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How would you describe the trading atmosphere at the moment?

Mixed — some retailers are having a great year with very high demand, in particular for our Disney brands. However we are also hearing reports of low footfall on the high street which of course affects the independents.

What are your best-selling products so far this year?

Disney Traditions is our winning line, along with Willow Tree. We are also having a great year with our Beatrix Potter products — the 150th Anniversary has certainly caught the imagination of the public.

Are you particularly excited about the release of any upcoming product from your range?

We are launching Looney Tunes and Flintstones by Jim Shore in the summer, following on from the success of our Peanuts Collection. There is a lot of love for these nostalgic brands.

LINDSAY HARDY Marketing Director, Trends UK How would you describe the trading atmosphere at the moment?

We have a very exciting line-up this spring, including the the TV promoted craft brand Fairylane Sparkletopia. We are introducing young-Haynes First Tech kits for pre-school motoring fans and it’s also the first year we are offering the popular Megableu Games, so it’s very busy.

What are your best-selling products so far this year?

The high-profile Shopkins Kinstructions range from The Bridge is flying off the shelves and we are busy making more stock available. We will also be introducing new Shopkins Kinstructions lines later in the year, so there are lots of exciting developments happening.

Are you particularly excited about the release of any upcoming product from your range?

We are launching the highly anticipated new Peppa Pig ELAs this summer. The hero line is the TV promoted Peppa Alphaphonics Campervan.

Trends UK is also known for our realistic science and STEM items which are being re-branded Discovery Kids this year, plus Trends’ own Science Mad kits. We are also introducing the new Fright Factory this autumn.

toysnplaythings.co.uk

ne u J 21st 16 20

GOLF £95 FOR THE DAY

CLASSIC 2008 - 2016

£95

A E R Y S 8 Goring & Streatley THE PACKAGE INCLUDES • Coffee and bacon rolls on arrival • 9 hole morning Texas Scramble from 9.30 • Lunch (ham, egg and chips) • 18 hole individual Stableford and team four ball, longest drive and nearest the pin • 3 Course Presentation Dinner Email: malcolm@lemapublishing.co.uk

FOR THE DAY

FEATURE TECH TOYS

Get technical Hashtags, selfies and touchscreens - technology is colliding with every aspect of our lives, and toys are taking their cues from the latest trends in consumer electronics. TnP finds out how tech is bringing unique play experiences to kids, and why its implementation is more evolution than revolution

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his year is turning out to be one of the most exciting ever for technology buffs and lovers of all things digital.

With the release of the the first headsets from HTC, Facebook and Sony, virtual reality has become more than a pipe dream, finally stepping into the realms of, well, reality.

Some of the world’s biggest tech firms are in the midst of launching the first wave of these headsets that are touted to change the way we interact with the digital world. With prices starting at £500 on the low-end, these new gadgets won’t be for

VTech

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This makes for an exciting future full of innovation as tech becomes more integrated across all categories of toys

Matt Griggs, Mookie

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everyone just yet, but it does signal a demand for technologies that bring new experiences into consumers’ homes.

As with most trends in the adult world, the kids aren’t far behind, and a similar phenomenon is happening with toys and kids’ entertainment. More smart devices and connected gadgets than ever are now in homes around the UK, and with lots of innovative products tailored to bring those experiences to kids, many are becoming proficient touchscreen-tappers in their own right. A recent survey by MGA Entertainment for its Bratz brand found that 40 per cent of parents with children aged 10-15 think their kids are more tech savvy than they are — and one in five even rely on their kids to teach them to use new gadgets Technology and play is a hot topic for today’s parents and a quarter of those MGAE asked said they thought technology savviness was an important skill for kids to pick up from an early age.

Selfies are, of

course, a hugely popular way kids like to use tech, with a third of kids aged 10-15 taking between six and 20 photos of themselves with their friends and pets a week. MGAE tapped into this with a range of selfie-inspired Bratz dolls, and Brand Manager, Nicola Mellor, says it’s not a surprise it was a hit due to “more and more youngsters owning and engaging with technology”.

With selfie mania showing no signs of slowing down, the range has been refreshed for 2016 and Nicola teases “a few other tech-inspired products on the way”.

Ear to the ground Keeping an ear to the ground at Silicon Valley is one way to keep up with the next big thing in the tech world, and Rebecca Lazarus, Senior Brand Manager at VTech, says the company is always tracking these developments to stay at the forefront of technological play.

“VTech continually identify trends in adult consumer electronics and transfer the technology into children’s toy categories, ensuring they have the durability required for this sector whilst maintaining the important features,” she explains.

“VTech’s Kidizoom Selfie Cam is a prime example of this, VTech recognised there is a trend amongst adults to take selfies and children want to take part too. Now they can selfie like never before and use the included selfie stick to capture every moment perfectly with their friends!”

Augmenting reality Mookie is bringing new play experiences to young techno whizzes with its new augmented reality board game Kazooloo, which

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Mary Wood, Marketing Director do you showcase these launched this Easter. “It and Vivid Imaginations, doesn’t products at their best? allows children to open think so, but she does foresee more “When new tech toys up another dimension clever uses of electronics and launch it is vital to by scanning the connectivity to bring rich, fresh play educate and inform Kazooloo board with experiences to toys across the parents of any new their phone or tablet,” categories.

Technology Vivid play patterns which explains Mookie Mary points to Vivid’s slotless can be they may not be Marketing Executive, racer and runaway success Real FX brought into previously aware Matt Griggs. as an example: “Real FX, which we of,” says Matt.

This use of any category launched with great success in “Anything from technology brings AW15, benefitted from a high level Mary Wood, Vivid in-store “new and exciting play of technology which was hidden to demonstrations to patterns” to the the consumers but delivered a leaflets and FSDUs traditional board game superior game play.” help to communicate format, which Matt Intelligent use of technology is the benefits of a new says “previously were the key for Mary. “Technology can toy which may never available”. “They be brought into any category. Vivid appear alien to many have the ability to bring launched My Friend Calya into a parents.” a child’s imagination to very traditional large and feature When launching life right in front of their doll category, so it shows it can be Kazooloo, Mookie built eyes,” he adds. “This done. That said the more traditional, demos into its in-store makes for an exciting displays to help retailers with future full of innovation as this, although Matt tech becomes more does think as more integrated across millennials become all categories of The number of screen pixels when all six of parents, this task is toys.”

Vivid’s PiXL characters are bumped together becoming easier.

But while “Parents have a innovation is the non-tech toys will always be greater key to refreshing popular and sought after as they understanding all toy categories are good for a child’s development. and acceptance and ensuring Whether a toy is high or low-tech, it of tech toys now they remain has to deliver on fun, ease of use than they did relevant, and value for money.” previously.

Rebecca says Technology is that forging a integrated recognisable within all brand that aspects of consumers have everyone’s life and confidence in is has become an still important.

Mookie “It is the essential established, well category known and within trusted brands toys.” that have the longevity,” she Millennials are the explains. “The VTech Kidizoom generation that grew Digital Camera that first launched up alongside the in 2007 is a prime example of this. consumer electronics The consistent sales has equated to market as we know over 1.2 million cameras being sold it today, from the since launch, delivering over £50 early days of home million at retail, and has been computers to present in the December top 20 mobile phones every year since it launched.” and the The company hopes to repeat connected this success with it Kidizoom Action gadgets we have Cam and Kidizoom Selfie Cam today. So are we brands. experiencing a tech toys boom, Do your homework that will see the Unlike other categories where the humble toy box play patterns and excitement containing more factors are apparent, all the magic computer chips and of tech toys happens under the megabytess than a bonnet, hidden away inside the Google Goog gle rresearch essearch toys. So how do you get parents facility? fa aci cillity? ? and gift buyers interested, and how

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MAY 2016

FEATURE TECH TOYS

Are you ready to rumble?

FLAIR 0208 643 0320 www.flairplc.co.uk GP Flair introduces a new name to the world of youth electronics this year as Boombot makes an appearance. The humanoid robot will reach a new level in interactivity with more than 60 phrases and responses across 8 different play modes.

Boombot the rough and touch robotic buddy offers a brand new interactive and responsive experience for kids with eight interactive modes of play to master. This robotic toy is programmed for interactive play like no other with Tarzan, Rumble, Boxing, Tumble, Handstand, Boogie, Zen and a built in Room Guard ability.

First it’s time to rumble and the aim is to train Boombot to be fit for battle. From there he comes into his own with the Rumble Mode (his favourite) where Bamboo throws punches. If you manage to hit him, Boombot rolls backwards and pounds his arms on

Platinum standard LEAPFROG 01895 202840 www.leapfrog.co.uk LeapFrog has added LeapPad Platinum to its number one family of tablets for children (NPD, July 2015). LeapPad Platinum, is the fastest, high-performance seven-inch screen tablet ever from LeapFrog, designed to provide children with the perfect combination of performance, durability and safety in their first tablet.

The Platinum offers the biggest learning experiences on a kid-safe, kid-tough and kid-smart tablet. Featuring proprietary kid-safe web browser LeapSearch, kids can explore age-appropriate content online content they love. Platinum also has access to LeapFrog’s Learning Library of 800-plus top-quality apps, games and videos.

The new tablet has 8GB of memory, two mega-pixel front and back cameras, video recorders and comes loaded with 10 apps. And with a shatter-safe screen and a built-in wrap-around bumper, it has been thoroughly drop-tested, impact-tested and compression-tested in LeapFrog’s Quality Lab for durability and child safety.

With Platinum comes Imagicard, an innovative, new type of content experience that combines LeapFrog learning games with interactive cards. Imagicard are interactive collectable cards, featuring top licensed characters including PAW Patrol, and Teenage Mutant Ninja Turtles.

Mixed with educational content, these cards present new ways to solve problems. Kids can simply photograph one of the 30 plus interactive cards with their LeapPad Platinum tablet to magically bring characters out of the screen and into the game and unlock new ways to play. LeapFrog has also entered the world of consumer electronics with the launch last autumn of Epic, its new kids tablet with an Android operating system. Aimed at three to nine year olds, this tablet was built from the ground up to adapt and be personalised as a child grows.

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the ground! In Boxing mode, press the button on his back and Boombot will continue to throw punches until you let go!

During Tarzan Mode Boombot performs a swinging action, but that’s not all, as he can also perform a front somersault. In Handstand mode, Boombot will also perform a back and front flip after he is finished impressing you with his handstand abilities. In Boogie Mode it’s time to dance and when Boombot is really having fun, he’ll beatbox. When he is tired from performing all those somersaults and dancing, in Zen Mode, Boombot will go to sleep.

Finally, Boombot will watch his owner’s domain and guard it from trespassers, where he screams and charges towards them to scare the intruders away! Launching in autumn, Boombot is so much more than any interactive robotic toy and has to be experienced to fully appreciate this next generation in the youth electronic market. With this in mind, media visits, consumer shows and other experiential marketing will be added to the traditional marketing levers of TV and digital pre-roll.

Tell us a story!

MOOKIE 01525 722722 www.mookie.co.uk Story Stars are set to hit shelves this A/W, as Mookie Toys launches the ultimate storytelling superhero.

Story Stars can read stories, sing relaxing melodies, playback parents’ personalised messages and project a colourful night light. All content is controlled through the free Story Stars app available on Android and Apple devices. The app allows parents and children to build tailored playlists which are uploaded to the Story Star via Bluetooth. Once uploaded, the smart device can be turned off and put away due to an in-built memory within the Story Star.

In addition, these cuddly companions have a builtin night light which projects a starry night sky onto the ceiling. As a result, Story Stars are the perfect companion for sleep-overs, car journeys and bed time.

Story Stars will launch this autumn with a heavyweight TV campaign, PR and online activity, and in-store support. There are five quirky designs for children to choose from, each with its own individual back story.

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THE LIGHT-UP BAT WITH BATTITUDE! OVER

50 INTERACTIVE FEATURES

DYNAMIC LIGHTS, SOUNDS & MOVEMENT

PRE-LAUNCH BLIPVERT CAMPAIGN FOLLOWED BY HEAVYWEIGHT TV TO SHOW OFF NOCTO’S AEROBATIC MOVES

STRONG SUPPORT FROM PR CAMPAIGN INCLUDING EXTENSIVE ACTIVITY DURING “NOCTOBER”

WATCH OUT FOR NOCTO HANGING AROUND ONLINE WITH A DIGITAL TAKEOVER OF KEY KIDS WEBSITES Tel: 01483 44 99 44

FEATURE TECH TOYS

Serious battitude VIVID 01483 449944 www.vividtoysandgames.co.uk Nocto is the light-up teenage bat with battitude, boasting more than 50 interactive features. Nocto has six different moods and modes, each with associated light colours, expressions, sounds and movements. Look out for him flying into stores this AW16 supported by TV including a blipvert campaign, plus bespoke PR plans and digital activity.

Watch out for version 2.0 of PiXL, the digital emoji creators, enabling kids to create hundreds of emojis in seconds on-the-go, using only their PiXL character with no need for Wi-Fi or an app. The new range also adds brand new colourways.

Laser Arrow is the virtual archery system for single or co-op gameplay. With two bows included, kids can play against each other or the free downloadable app.

Lights and sound effects signify when the bow has shot or been hit.

Pet smart Lift off!

PLAYMOBIL 01268 548111 www.Playmobil.co.uk Playmobil has some exciting new tech toys to add to its collection for 2016. The brand new collectable Pirates connects with a cool interactive app to make it Playmobil’s first toy kids can use with a smartphone. Little ones can blast into space with the new Space range, and sound their sirens with the Police Van with Lights and Sounds. There is fun to be had for all tech-lovers!

Precious pirate ships can be protected from the enemy using the new smartphone app. Youngsters can keep a look out for the enemy and battle them with the real pirate cannons, available in four colours. Virtual targets will appear on the screen for children to aim and fire.

What’s even better is the Interactive Cannon and Pirate figures can be played both with and without the app for endless fun.

Playmobil’s new Space range is sure to inspire budding astronauts. Start the countdown and get ready for take-off with the Space Rocket with Launch Site. At the press of a button, the Space Rocket’s lights will glow and flash while the engine roars.

For extra-special missions, kids can clip on the Space Shuttle for even more visual and sound effects.

The Police Van with Lights and Sound is perfect for even the trickiest operations.

With lights flashing and siren blaring, it will soon get the officers where they are needed to restore law and order. Thanks to its detachable roof, children can also play with the interior of the vehicle where there is enough space for seven figures and their equipment.

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CHARACTER OPTIONS 0161 633 9800 www.character-online.com With the most interactive Little Live Pet yet, plus Teksta in its portfolio, Character Options is an obvious call when it comes to the best in tech toys this year.

A new evolution of Teksta pets will arrive this year with a next generation Voice Recognition Robotic Puppy and a brand new talking Toucan in late summer, both adding to the current line-up of Jumping Teksta Newborns which includes a cute blue Puppy and pink Kitty.

As those at London Toy Fair witnessed, the Teksta Toucan is no ordinary electronic bird. This ultra-intelligent Toucan tells jokes, plays games and can even perform magic tricks.

Recently unveiled is the cutest Little Live Pet ever - Adopt a Friend! First in the range is Snuggles, My Dream Puppy, who just wants to be loved. This floppy limbed cutie is just like a real puppy and will tug on anyone’s heartstrings with his lifelike features.

Each new puppy must be named by his owner and adopted as their own with the certificate in each box to prove it! Responding to lightest of touches, he loves to have his tummy tickled and head scratched.

Most importantly he moves and feels just like a real puppy, snuggling up to you just like any sleepy pup while his super soft fur and floppy ears can be groomed.

Do the robot CLEMENTONI 020 3206 1101 www.clementoni.com Cyber Robot is a programmable robot that is directly controlled via an app on smartphones and tablets through Bluetooth connection. Cyber Robot registers and executes all demands in real time and comes complete with sound effects and lights to add to the robotic experience.

Children can also take photos and videos while Cyber Robot is in action to capture their finest commands! Self Learn is one of four play modes and sees Cyber Robot register the commands it is given before reproducing the saved paths. Cyber Robot can also be played with offline in a manual programme mode.

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FEATURE FEA ATURE TECH T ECH T TOYS OYS

Robot pals TRENDS UK 01295 768078 www.trendsuk.co.uk

Creature teachers FISHER-PRICE 01628 500000 www.mattel.com Fisher-Price’s new Think & Learn range is an exciting, innovative launch into the pre-school category. Inspiring little learners to be big thinkers, the unique range encourages development, critical thinking, STEM learning and experimentation through fun, interactive hands-on play.

Two innovative products, the Code-a-Pillar and the Counting Colours Chameleon, will be the first additions to the range for three to six-year-olds to learn as they play in a unique way.

The Code-a-Pillar is a caterpillar that encourages experimentation and inspires a child’s natural curiosity and independent thinking as they develop coding, sequencing and critical thinking skills. Pre-schoolers can arrange Code-a-Pillar’s easy-to-connect light-up segments in endless combinations to send Code-a-Pillar on his path: forward, left, right, or even pause before its next move. By connecting the segments to create a journey, children learn sequencing and how to reach targets, and by directing Code-a-Pillar it introduces programming and problem solving.

The Colour Change Chameleon helps kids develop problem solving and sequencing as well as teaching numbers and colours through interactive play. Preschoolers can place the Chameleon on any object in a room, and as it scans the colours in its surroundings, children can watch as the chameleon detects different colours and changes colour accordingly. To expand the learning fun the Chameleon comes with 10 paint splats, a colour detecting paintbrush and three different learning modes.

WowWee is introducing CHiP, a new robotic dog with an incredible AI personality, and COJI, an EDU robot that teaches kids programming in a fun and imaginative way.

CHiP dog features incredibly advanced mechatronics technology, CHiP recognises its master and responds to commands. COJI is the new coding robot pal where STEM (Science, Technology, Engineering and Math) comes together to teach children basic programming skills using the “language” of visual emojis. Meanwhile, WowWee’s new Gamified Flight range push the limits of hi-tech, robotic technology combining flying drones with gaming features with LUMI and R.E.V. AIR. LUMI is a unique dancing drone while R.E.V. AIR introduces air vs ground gaming with players battling it out with a flying AI quadcopter battle drone pitched against an AI ground vehicle.

Fly away with me!

FLYING GADGETS 0844 209 2626 www.flyinggadgets.com With the drone market showing no signs of slowing, the team at Flying Gadgets is working tirelessly on its range.

An innovative new addition to the already extensive range of four-rotored flyers is the Flying Gadgets X-Cam. Loaded with a high-definition camera, 1GB memory, and impressive battery life, it’s a significant piece of kit for the retail price expected of more basic flying machines.

As one of the leading distributors of the DJI range of quadcopters, the latest addition to this range is the high tech Phantom 4 which has been receiving rave reviews across the technology pages of mainstream press and is set to be a huge success over the coming months at retail.

Extending the offering further are the race-ready Flycker drones that are only being made available by Flying Gadgets and tap into a growing area of hobby interest among the drone community.

Walking with dinosaurs GREAT GIZMOS 01293 543221 www.ggtrade.co.uk Great Gizmos is leading the way with exciting and innovative toys from 4M, combining augmented reality technology with the popular Dino Digging Kits.

The Dinosaur DNA kits make dinosaurs come to life with exciting augmented reality (AR) technology.

The kits are available in T-Rex, Triceratops and Stegosaurus versions, and kids can collect all

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three, interact with them and take photos and videos to share with their friends via email and social media.

A whole range of selling tools and POS material is available to complement this range. The 3D display scene fits neatly on to the shelf and takes up just the width of the product. The QR code will take customers straight to the AR Wonder YouTube Video, and customers can use the DinoCodes app to scan the small AR play mats in the display.

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FEATURE TECH TOYS

Pull a rabbit from the app MARVIN’S MAGIC 01582 849000 www.marvinsmagic.com

Do the robot MAGFORMERS 07887 787955 www.magformers.co.uk While using the simple technology of magnets at its roots, Magformers has combined more advanced tech in a number of its sets.

Every Magformers set contains various pieces in simple geometric shapes that connect easily using the power of the builtin neodymium magnets. The magnets are sealed within all the edge surfaces of each Magformers piece, but can freely rotate in any direction to always connect to each other, regardless of their position when two Magformers are brought together.

This year Magformers launched its Walking Robots set in its Hi-Tech Set line, which enables children to use power blocks and walking feet parts to bring exciting robot builds to life. Also from the same line, the Magic Space set introduces LED units and reflective screens, which let children create their own space world, complete with projected beams and shafts of light.

Express your selfie

Marvin’s Magic has the perfect interactive magic sets for kids looking for a toy that’s packed with high-tech wizardry. Marvin’s iMagic range contains magical props that combine with the unique Marvin’s iMagic App to produce smart magic for smart devices. The products will appeal to today’s youngsters who enjoy playing on tablets and smart phones and are sure to inspire the next generation of magicians.

Marvin’s iMagic has been a great success in both the toy & hobby and magic industries. It has been awarded the gold medal in the Electronic Toys category at the Independent Toy Awards and the Toy Verdict Winner in the Magic Sets category. Receiving these awards is not only an indicator of how strong the Marvin’s iMagic series is, but also an indication of how respected the Marvin’s Magic brand is within the industry. Marvin’s Magic is steeped in magical heritage and is at the forefront of innovation, with Marvin working with the most highly respected names in magic.

Marvin’s iMagic Micro Sets, three new individual sets to the range, are being launched later in the year and offer the perfect introduction to iMagic. They are great to collect and perfect for party gifts and stocking fillers.

With TV advertising planned for last quarter, these sets are guaranteed to fly off the shelves.

View to a thrill MATTEL 01628 500000 www.mattel.com The iconic, reimagined View-Master is a fantastic 360 degree portal for children to immerse themselves in virtual and augmented reality adventures that will transport them around the world and beyond. Children can experience a new level of innovation with View-Master that works with Google Cardboard to offer a 21st century twist and easy-touse, interactive learning platform.

An impressive range includes the View-Master Virtual Reality Starter Pack and three Experience Packs including Destinations, National Geographic: Wildlife, and Space.

The Destinations Experience Pack allows kids to visit famous landmarks across the world, such as the Statue of Liberty and the ancient Mayan city of Chichen Itza.

MGA ENTERTAINMENT 08450 533333 www.bratz.com Research by OFCOM estimates 1.2 billion selfies were taken in the UK in 2014/15, with one in 10 people taking at least one selfie a week. In 2015, MGA tapped into this trend with the launch of the Bratz #SelfieSnap range. A popular range last year, the #SelfieSnaps collection has returned in 2016 with a fresh new look, loads of new accessories and the addition of fun emojis.

Each doll comes with a host of tech-inspired accessories, including toy smartphones with changeable covers, emoji-embossed outfits and their own hashtags. In addition, girls can take fun selfies with their very own telescoping selfie stick, which is Bluetooth operated. Girls can put a smartphone into the lip-shaped holder, grab their Bratz and bestie, and snap away. The Bratz Selfie Stick comes with the Jade or Cloe doll.

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FEATURE TECH TOYS

Rotoring forward REVELL 0845 459 0747 www.revell.de/en The Revell Control brand is firmly established across all ages with exciting drone developments for teens, a new car brand for boys and a brand extension for pre-school ages.

New drone releases this spring include the Steady Quad Cam with an automatic height setting function, which allows the user to focus on their manoeuvring skills, and an onboard camera for steady, high-definition pictures and video.

The Pure is perfect for beginners, with a height setting function and crash-proof frame. The Nano Quad Cam is the latest evolution of the award-winning Nano Quad, featuring an on-board camera. More innovative drones are planned later this year including the Navigator GPS Quadcopter FPV andQuadcopter Quadrotox. The current range of drones caters for all ages and abilities, from the mid-size Quadcopter

Funtic for beginners, to the Quadcopter BackFlip 3D for advanced pilots. The multi award-winning first-person view drone is upgraded, the WiFi Quadcopter X-Spy 2.0, and comes equipped with a camera to instantly stream video or pictures to a smartphone via WiFi. The Multicopter Nano Hex is ideal for beginners and indoor flying, with a six-axis gyro for smooth and stable flight. And the multi-award winning 2.4GHz Nano Quad is tiny, yet its GHz technology matches the quality of larger models.

Animal attraction

The play code

SPIN MASTER

THAMES & KOSMOS

01628 535 000 www.spinmastertoys.co.uk

01580 212000 thamesandkosmos.co.uk

From autumn 2016, Zoomer introduces two great innovations.

Zoomer Hedgiez are cute baby hedgehogs with soft fur bodies who can roll 360°, react to a tummy tickle, giggle and perform tricks. The incredible Zoomer Chimp who has amazing movements and wild antics, uses voice recognition to be trained and perform tricks. This lifelike primate also has an animated face, light-up eyes and tracking abilities.

Following a year which saw Meccano make its mark in the construction toy sector, 2016 is set to be bigger and better as it introduces new lines to its tech range. Meccano Micronoids are a range of three different characters each equipped with a Meccabrain and moving parts. The three Micronoids can be programmed to dance, sing, navigate obstacle courses and interact with each other. Micronoids can easily be programmed via its built in D-PAD. It also has a yes/no feature which means it can give you a simple answer to any question that might be perplexing you – taking the effort out of having to make a decision. Like its bigger cousins, this versatile robot can also throw some moves on the dance floor as it responds to the beat of any tune!

Just like its 2015 predecessor, the Meccanoid 2.0 and XL 2.0 models will stand 2ft and 4ft tall respectively when built, and feature over 3,000 phrases with an ability to tell jokes, stories, give lectures and respond to natural language.

With three programming functions, LIM, Ragdoll, and Motion Capture both via an app - these cheeky robots will quickly become your best friend.

The models have twice the memory, a faster processor and loads more new content making them more interactive than ever before.

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Robotics Smart Machines from Thames and Kosmos is one to watch. It includes enough parts to build eight different models with a 64 page step-by-step illustrated instruction manual full of tips and tricks, a brief explanation about the ultra-sonic sensor and how ultrasound works.

After construction is complete the robot connects automatically via a Bluetooth connection to a specialised app on a smart phone or tablet (android or iOS) allowing the user to control their model remotely. The app also has various coding options enabling pre-programming while encouraging children to gain an understanding of how coding works. The Robotics Smart Machines kit provides hours of fun during both building and play time, with an option to attach a camera phone to see what the robot sees while it whizzes around.

Computer science and coding is growing rapidly since its introduction to the school curriculum, the latest addition to the Thames and Kosmos line up is another Tech Toy called Code Gamer. This kit gives children the opportunity to code and game all at once! It is already a huge hit, winning the coveted ToyAward 2016 (teenager and family category) at Nuremberg Toy Fair! Code Gamer encourages children to learn the Arduino coding language through play, promoting a positive attitude towards computer science, coding and knowledge of how games are made. Once the gamepad has been constructed the Arduino programming language is taught level by level in a free game. After each of the game levels have been completed, the final step is to code a unique game which can be shared with friends!

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Be toy smart VTECH 01235 555 545 www.vtech.co.uk The Kidizoom Smart Watch was the number one product in the Youth Electronic category in 2015 (NPD sterling data Jan – Dec 2015) and this success is set to continue in 2016, with the introduction of Kidizoom Smart Watch DX. This durable and multifunctional smart watch has had a sleek cosmetic makeover while still incorporating all the favourite features, such as the camera for on-thego photo and video taking with all the fun effects, frames and filters. There are over 50 different 3D style digital and analogue clock faces to choose from and eight fun games to play anywhere.

The Kidizoom Smart Watch DX is the next gen smart watch just for kids and includes lots of new features such as a calculator, calendar and pedometer. The Kidizoom Smart Watch DX packaging has also had a refresh for 2016, giving it a more grown up look.

The Kidizoom Smartwatch DX will be heavily promoted online and TV during the summer months and throughout peak season.

The three new Kidifluffies are soft, interactive pet friends that love lots of attention. Choose from a Cat, Dog or Horse and discover each of their unique emotions, cute expressions, phrases and sounds. Each one loves to play games, exercise and dance. Interact with the Cat, Dog or Horse by

MAY 2016 SEPTEMBER 2015

talking to them and listen to them repeat what you say in a funny voice, throw them up in the air, or lay them down and they each respond with fun reactions. Feed them, care for them and the Kidifluffies will be your friends forever!

Another exciting new tech toy that VTech are launching in 2016 is the Kidizoom Selfie Cam! The Kidizoom Selfie Cam comes complete with a rotating lens, which you can twist 180° to take great photos and videos, or use the included selfie stick to capture every moment perfectly. There are lots of fun features — use the fantasy effects for your snaps to add different backgrounds, cool frames or different collages with your friends. Use the make-up studio to create different hairstyles or add different accessories such as hats, glasses or jewellery to your pictures or play one of the fun built in games. Connect the Kidizoom Selfie Cam to your computer via the Micro USB port to recharge the built-in battery and to share photos with all your family and friends!

The Kidizoom Selfie Cam will be supported with a full 360° marketing campaign, including PR and social media, digital and online and will have a heavy weight TV campaign throughout peak season. The Kidizoom Selfie Cam will be a whole new selfie experience this Christmas!

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Spotlight on Great Gizmos Enter a new world with Great Gizmos’ Dino AR Excavate the dinosaur bones and DNA capsule!

Featuring two interactive mats, one being a random ? mat with one of three amazing environments

Kids can download the app, interact with the dinosaurs and share videos they make with their friends!

App is available on both the App store and Google Play!

Complete the DNA board and download the Dinocodes app to your phone

Exciting video available for in-store use!

TNP

AMBASSADORS

Science has never been so horrible Dad Mark brought Galt’s Horrible Science Savage Storms home to his sons Tom and Scott. He tells us how they got on…

When I was given Galt’s Horrible Science Savage Storms to test for TnP Ambassadors, I wasn’t sure what to think. Would my boys get it? Were they the science types? Would it be advanced enough for them? The answer, on all counts, is yes.

To say we were impressed is an understatement. We’ve tested a few toys for TnP now but this, without a shadow of doubt, engaged my lads the most. Credit where it is due, Savage Storms really does what it says on the tin. The science kit allows you to create real thunder sounds, hold a tornado in your hand and grow your own snow and icicles.

You also learn how flooding is made worse by humans and the gruesome effect of global warming, along with some other foul facts.

It was so clever; you can create something from nothing. In short, Savage Storms allows you to create weather experiments in the comfort of your own home.

There are five experiments in the kit; Tornado Terror, Snow Storm, Thunder Maker, Icy Tendrils and Fatal Flooding - we found four in

particular really worthwhile.

The kit comes with a guidebook or lab notebook that walks you through each of the experiments, assisted by Professor Z and his trusty sidekick Clarence, who happens to be an educated polar bear. The guidebook includes a guide to global warming and explains some key terms such as the greenhouse effect, before launching into the five experiments.

The boys took something away from all of the experiments but in particular they loved Tornado Terror and Thunder Maker and Icy Tendrils was brilliant too.

The only experiment that didn’t wow the boys was Fatal Flooding, they described that as “more of a lesson than an experiment” but it was still worthwhile.

My wife and I were really impressed with guidebook which was filled with facts, figures and bits of additional

It was so clever; you can create something from nothing!

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information. We’ve since been onto Galt’s website and the Horrible Science range has plenty more kits — would we buy more? Yes.

Experiments in full swing the boys loved them!

The Icy Tendrils in all their glory

Did you know… Horrible Science is based on the best selling books by Nick Arnold Which Savage Storms experiment is in that bottle?

63

FEATURE

FOOD & DRINK

Food, glorious food It’s not just for eating, you know - sometimes playing with your food should be encouraged by mum and dad!

F

or many years manufacturers have known there is a market for budding young Nigellas and Jamies. Children not only love to play with food but also enjoy imagining themselves cooking it as well.

Character Options are really delivering with an exciting food line currently while Casdon’s Little Cook range has an exceedingly good Mr Kipling Cake Stand & Tea Set, which encourages role play and allows little chefs to show family and friends a good time with a display of fancies and éclairs without the added calories.

The gadgets that adorn most kitchens are microwaves and toasters and Morphy Richards has a special set that looks totally authentic with a whole host of features including rotating turntable, flashing lights and cooking sounds.

It is not just food but drinks that can be the subject of playtime. Go into almost any sweet shop and alongside the chocolates and other goodies and fizzy drinks, there is almost certainly a machine that dispenses delicious ice-based slushy drinks.

Flair’s Mr Frosty has brought back one of the world’s most delicious toy inventions so children can make as many ice slushy drinks as they want – or at least as many as mum and dad will allow.

It is not only drinks but also lollies that kids can make with Mr Frosty as it also allows them to create fruitbased ice lollies.

We wondered what the importance of

“

Playing with food also strengthens children’s hand muscles and coordination, and encourages creativity

”

Dr Amanda Gummer

playing with food is for children and so we asked Dr Amanda Gummer, the managing director and founder of Fundamentally Children for her views.

“Playing with food might create a great big mess, but there is method in the madness,” she told us. “Children are naturally curious so when given mashed potato and peas, they’ll poke, prod and throw just to see what happens.

“Although this seems like they are deliberately causing trouble, they are actually just learning what different materials feel like and how they act, e.g. mash can be reshaped by squeezing it, and if you drop a handful of peas, they will go everywhere.

“Playing with food also strengthens children’s hand muscles and coordination, and encourages creativity. Plus, it helps avoid fussy eating by making mealtimes fun!”

And that is certainly part of the fun and attraction for children and food and play.

Some children can grow up with aversions to certain foods perhaps because they do not like the colours or textures or tastes. Playing with food may seem an annoyance to mum at first but if it enables the child

to overcome a dislike of a certain food, then many if not most parents would say that it is worth the temporary mess.

Children obviously learn by watching and observing as well as being told what to do. So how important is it to use food-based toys to impersonate mum in a role play situation?

Dr Amanda, who runs www. fundamentallychildren.com, was on hand to help with an answer.

“Children use role-play to make sense of their world by acting out familiar situations,” she explained. “They particularly like to copy things they have seen their parents do. As food is a part of everyday life, this makes it an important prop for playtime.

“By using food-based toys to pretend they are visiting the supermarket or preparing dinner, children can learn about where food comes from and how it becomes a meal.

“Children can also practise laying the table and table manners. Food-based toys can help children learn about the different types of food (especially if an adult uses their role-play to start a discussion about food), encouraging healthy eating.”

So the next time a child plays with their food, just remember they may also be learning – and that is no bad thing.

Character Options

64

toysnplaythings.co.uk

FEATURE

FOOD & DRINK

Cooking up a storm CASDON 01253 608248 www.casdon.co.uk

Fun for mini foodies!

CHARACTER OPTIONS 0161 633 9800 www.character-online.com Character Options’ continues to innovate in the fun food category with stunning new items for the ChillFactor brand, the successful launch of the kids’ on-the-go snack cup Snackeez, plus a new banana treat that certainly packs a surprise!

The ChillFactor Slushy Maker works time and time again and with Rapid Freeze Technology, there is no mess, no stress and no sticky syrups to contend with. Over 1.2 million units have been sold to date in the UK, and now popular children’s licenses have been added together with two new innovative frozen treat makers.

Everyone loves ice-cream and making the smoothest ice-cream in an instant is simple and fun with the ChillFactor Ice Cream Magic Tray. Kids mix their ingredients in the included jug, pour them onto the frozen metallic plate, and stir and scrape with the spatula to churn. Within seconds they will have soft serve ice cream to scoop and enjoy.

For fun and easy to make milkshakes, the ChillFactor Frozen Milkshake Maker will turn flavoured milk into chilled treats in seconds. Kids can simply pour in their flavoured milk and spin the handle to create American style thick shake - yum!

Also this summer, Character is bringing edible creativity to the kitchen in the form of Banana Surprise. Transform any banana into a yummy dessert by using the corer to create a hollow area within a banana. The hollow section can be simply filled with any flavour, fruit, or sauce to create an exciting surprise! At an incredibly affordable price, every kid in the kitchen should have one.

Finally the all-in-one snacking solution has arrived! Snackeez is the ideal on-the-go unit and lets kids take their drinks and snacks together in one handy cup. The clever design features a flip top container inside a drinks cup, so kids can take their favourite juice and snack out and about. Brightly coloured and easy to hold, the tight seal keeps food fresh and will prevent spills on any trip. For avid fans, licensed Snackeez will arrive in early autumn with Frozen and Star Wars available for kids to collect.

66

Casdon continues to build on its Little Cook role-play collection for this year with further additions to tempt retailers, while enhanced consumer marketing and social media will ensure shoppers are equally inspired.

The Little Cook range has expanded with the Mr Kipling Cake Stand & Tea Set, which allows little ones to treat friends and family to afternoon tea without the added calories. This brightly coloured shape sorting cake stand includes a host of cakes plus plates and cutlery to help with serving.

The Morphy Richards Microwave Kettle and Toaster Set adds to the extensive Morphy Richards product range which looks just like the real thing. Designed with contemporary styling in mind, the Microwave Set has a whole host of features which will help little ones to cook treats for friends and family, including the microwave with rotating turntable, flashing lights and cooking sounds, plus a brightly coloured kettle and pop-up toaster.

Continuing with the cooking theme, the Annabel Karmel cookery collection will continue to be a firm favourite. These real baking kits are just the thing for a bake off and have all the attention to detail expected of the Annabel Karmel brand.

The My Perfect Pastry Set has everything needed for a young baker with mixing bowl, cutters, measuring jug, rolling pin and recipe cards.

Cool treats GP FLAIR 0208 6430320 www.flairplc.co.uk From the coolest ice slushy treats to delicious handmade chocolate bars, GP Flair has it all with Mr Frosty and The Chocolate Bar Maker in its Cool Create portfolio!

Cool Create is GP Flair’s home of creative play. It offers a variety of classic craft kits, retro brands, modelling compounds and even food craft to capture kids’ imaginations and encourage creativity.

This year Mr Frosty joined the line-up. Mr Frosty comes with everything you need to create your own crunchy ice, fruity ice shapes and ice lollies! To make refreshing drinks, simply add some ice under Mr Frosty’s hat and turn the handle to crush it. Then put the ice into one of the Mr Frosty cups and use the Squeezy penguin to add your favourite juice or cordial. Mr Frosty’s Ice lolly moulds and ice cube shape trays will add to the fruity creations.

With the Cool Create Chocolate Bar Maker kids can create any chocolate bar they can imagine. All they have to do is melt their favourite chocolate, put it in the patented silicon Easy Squeezer, pour it into the moulds and add delicious extras such as rice pops, biscuit crumbs and marshmallows. They can even add gooey fillings thanks to the mould inserts! The innovative silicon pods ensures the bars turn out perfectly and wrappers allow them to creatively personalise their own designs. The finished bars make the perfect gifts or delicious self-indulgent treats.

toysnplaythings.co.uk

LICENSING OPINION KELVYN GARDNER

Spreading the word Kelvyn Gardner has enjoyed a jet-setting spree around the globe spreading the licensing word and found hope in Dubai

I

including Nikolaj Coster-Waldau don’t think I’m any more susceptible to jetlag than the best known as Jaime Lanister of next guy. However, I’ve been Game of Thrones fame. I was there testing my tolerance somewhat to chair a new licensing conference recently – in fact, I’ve only been attached to the event. LIMA has home one night in the last 16. I had a presence in Dubai before, should probably admit that it has at the local Dubai Character and got to me, if for no other reason Licensing Fair, but this event was than I’d managed to lose my aimed at an age group where glasses in the cabin on my last licensing is looked upon as almost flight, back to London an art. I’m referring from New York on to the reverence with Tuesday night/ which young adult Wednesday morning.

These are collectors cherish the Something in my brain detail in action figures a species of has slipped, I reckon. and statuettes of super toy not Business-wise it super hero and fantasy to be played was a stimulating characters. peregrination, starting These are a species with, but there with four days at of super toy not to be for admiration Gadget Show Live played with, but there with my new venture, for admiration. Having AC Worldwide, and been proved wrong then onto Dubai for about the Comic Con the Middle East Comic Con. Now, itself, there was another surprise Dubai is not the first place that for me the next day when I went springs to mind for a collector/sci-fi to check out the Dubai retail /comic book consumer fair, well, scene. Now this city, I know, has certainly not to my mind. something of a reputation as a However, my mind needs shopping destination of choice, updating, as the event (sort of like Bicester Outlet Village attracted thousands but taller) so I checked out two of and was packed with the malls there, the architecturally exhibitors selling impressive Mall of the Emirates, toys, gadgets, and the even-more architecturally apparel, games, impressive Dubai Mall. With the and other licensed latter, you know you’re heading for merchandise all something huge when the specially within the classic constructed walkway from the Comic Con scope.

Metro station There was no to the mall shortage of Cosplay itself required enthusiasts either, and no less a special screening of than seven Star Wars: The Force airport-style Awakens, drew a long conveyors to queue an hour before take us all the start time. way. I have The event also to say that boasted the usual array the two malls of personalities overall were a signing autographs

“

”

Kelvyn in Dubai

disappointment. They served only to reinforce the somewhat gloomy view that malls over the world are becoming more and more samey.

These malls had all the big brands that you find everywhere you go, and that’s a shame, as, once more, there’s little room for the independent trader. The surprise I referred to above though was that in one niche at least, each mall had several local businesses seemingly holding their own with the international brands. What’s more, those businesses were trading in the same zone as our Comic Con visitors, being chock-full of super hero and fantasy merchandise.

They were well appointed too, with exciting displays including full-size statues of Marvel and DC Comics characters. This was quite rewarding to your correspondent, steeped in the values of licensing, and seeing it deliver the only localised and variety offerings in these fashion-brand temples. The Burj Khalifa was a fantastic sight, but give me a good action figure display to go with it and you’ve made my day.

Nikolaj Coster-Waldau a.k.a Jaime Lanister of Game of Thrones fame in Dubai

LIMA the trade association for the licensing business www.licensing.org/uk email rbeaird@licensing.org

toysnplaythings.co.uk

LICENSING

NEWS

Blazing ahead Nickelodeon and Viacom Consumer Products (NVCP) has announced fifteen new UK licensing partners for the Nick Jr. pre-school series Blaze and the Monster Machines.

Joining Mattel, the master international toy partner for the property and the already announced LeapFrog and Centum Books, these fifteen UK partners cover a variety of categories with products launching at retail in the coming weeks.

“To have secured such prestigious partners is a testament to the appeal of the property and Nickelodeon’s expertise in creating and developing hit pre-school series that have wide consumer appeal,” said Marianne James, VP Consumer Products UK & Ireland & European Retail Sales & Marketing NCVP. The partners include Sambro, Clementoni, Character World, Kokomo, Ninja, Delta, Lightbody, Amscan, Drew Pearson International, Roy Lowe & Sons, William Lamb Footwear Ltd, TVM Fashion Lab, Aykroyd & Sons, TDP Textiles, Alfred Franks & Bartlett. More category licenses will be announced later in the year.

Stack ’em high Posh Paws are on a roll after selling two million pieces of Disney Tsum Tsums in its first year of trading.

The collectables show now sign of slowing down and each month Posh Paws is launching a new series of Tsum Tsums for fans to collect.

These launches coincide with brand new Walt Disney Animation film releases including Zootropolis, The Jungle Book, Finding Dory and Moana. As well as introducing some exciting new Disney characters, Posh Paws will also be launching characters from Disney’s most famed back catalogue such as Lion King, Aladdin, Tim Burton’s Nightmare Before Christmas and Disney Pixar’s Monsters Inc. Lauren Shipman, Brand Manager at Posh Paws says: “The consumer demand for the Tsum Tsum brand has been truly phenomenal. We’ve had great feedback from both retailers and consumers on this product.”

70

Hot Wheels in slow motion Watch out for Yo-Kai Watch Bulldog Licensing recently announced a new deal for anime series Yo-Kai Watch with Centum Books on board for a wide-ranging publishing programme.

The anime series has already enjoyed huge success in Japan.

In the UK, Cartoon Network debuted the show in April with partners Hasbro and Nintendo coming to market shortly with a toy line and interactive offering respectively.

Centum is set to release a full publishing offering including storybooks, sticker books, chapter books, joke books, annuals and more.

Ma Mattel’s Hot Wheels partnered with YouTube stars The Slow Mo Guys to create video content Th featuring five stunts with the Track Builder range on the Hot Wheels YouTube channel.

Wendy Hill, Director of Brand Activation at Mattel said: “This is a fantastic collaboration for Hot Wheels. The Slow Mo Guys have a huge following on YouTube and the content is really engaging, demonstrating how imaginative you can be with Hot Wheels.”

The Hot Wheels YouTube channel also showcases further epic content where fans can go behind the scenes with the Hot Wheels team, jump behind the wheel of World Record breaking stunts and perform the craziest stunts on orange track with the coolest toys, the fastest action and epic races.

Brought to you by

licensing W O R L D W I D E

Star Wars is still top Star Wars fans are still lapping up product, if reports from Topps are anything to go by.

The collectables company said its newest Star Wars-themed trading cards collection, Force Attax Extra, has been extremely well received by consumers.

The introduction of Force Attax Extra was supported by a PR and marketing programme which included TV support. In its first week on sale, packet sales were the highest recorded across all of the Topps entertainment lines in the past 12 months.

Force Attax Extra are the second wave of Star Wars themed trading cards to be launched by Topps, following the Force Attax launch in December 2015. Force Attax Extra, which was released in March 2016, is based solely on the newest movie, Star Wars: The Force Awakens, featuring new stats and limited edition cards.

NBCUniversal buys DreamWorks Comcast’s NBCUniversal has acquired DreamWorks Animation for $3.8 billion. The animation studio will become part of the Universal Filmed Entertainment Group under the new name DreamWorks New Media.

DreamWorks CEO and co-founder Jeffrey Katzenberg will stay on as chairman of the new division, and serve as a consultant to NBCUniversal. He said: “NBCUniversal is the perfect home for our company.”

The merger adds DreamWorks’ line-up of top kids’ properties including How to Train your Dragon, and Kung Fu Panda, to NBCUniversal’s already enviable line-up of Minions, Despicable Me, and the forthcoming The Secret Life of Pets.

“DreamWorks Animation is a great addition to NBCUniversal,” said Steve Burke, CEO, NBCUniversal, adding that the move would help grow its consumer products business “for years to come”.

T O D A Y

PAW Patrol in the top ten PAW Patrol recently broke into the top 10 toy properties for the first time. The hit pre-school show was the UK’s sixth largest property in March and the seventh YTD (NPD EPoS March 2016).

Spin Master say the brand has grown since the toys launched in December 2014, and that growth looks set to continue with the launch of the Air Rescue Theme in May. Spin Master have supported the property with multiple TV campaigns including the Lookout Playset which is currently being TV advertised. TV support on the Air Rescue theme will follow in the second half of 2016. Other marketing support includes costume character visits in association with Rainbow Productions, in-store and digital pre-roll activity.

Marketing Manager Emma Eden said: “We’re looking forward to some fantastic product launches in autumn/ winter 2016 and have some exciting marketing plans to put into place to continue to grow the property.”

MAY 2016

Now you can be Queen for a day As Queen Elizabeth 11 celebrated her 90th birthday on 21 April – Gibsons celebrated by bringing out a 1,000 piece puzzle in her honour.

Our Glorious Queen celebrates her life so far, through photos, posters and various royal memorabilia that can be found in Robert Opie’s famous museum, The Museum of Brands.

Our Glorious Queen features an array of different mementoes, from a box of Princess Crackers, to snaps from her wedding day. The puzzle is available from Amazon, John Lewis and many independent highstreet retailers.

71

TNP

LOOKS S BACK

Step back in time A rather personal look back through time beginning with April 1986, 1996, 2006 and 2011 by TnP Founder and MD Malcolm Naish May 2011 Volume 30 Number 8

Re Realistic sounds so

Flashing Fla lilights

Fun phrases ph

SSungs songs

O

First 6 individual Toot-Toot Drivers available June 2011.

Also available in 2 ‘3 packs’.

Toot-Toot Drivers Garage comes with Tow Truck.

O

O

New interactive range of garage and mini cars that include realistic vehicle sound effects, flashing lights and fun phrases.

MAY 2011

MAY 1996

• Despite NPD’s continued assertions that the UK toy market experienced significant growth in the first quarter of 2011, there were many suppliers not necessarily of that assertion, so it was great to report that following the Toymaster Show for 2011 that exhibitors were a lot more optimistic, with plenty of orders being written.

• In America, the Federal Trade Commission accuse Toys R Us of extracting agreements from various suppliers to stop selling certain toys to Warehouse Clubs, because they were selling them too cheaply. Talk about the pot calling the kettle black, as this was the beef for years in the UK that Toys R Us were selling toys far too cheaply at the expense of sales by the independents.

• It was also worth noting that a number of major retailers were placing significantly lower FOB orders during this period, that led us to believe that there might be shortages at retail come the Christmas period.

• The news that Mothercare were about to close over a quarter of their UK stores won’t have done anything to lighten the mood at retail, this despite their international arm quoting sales increases year on year of 16.3 per cent.

• In May 1996 Disney announce a ten year tie-up with McDonalds. This was not renewed in 2006 as we state above.

• Two Golden Teddies are awarded to Barry Walker and toy agent Bob Nicholls.

• Looking through our May 1996 edition, the following ranges were being advertised. Action Man, Bandai Star Trek, Micro Machines, Sindy, Jibber Jabber, Saban’s Masked Raider from Bandai and Tiger Toy’s Talk Boy.

MAY 2006

MAY 1986

• Sindy makes a return to the High Street in an exclusive agreement with Woolworths. I pose the question that I didn’t expect Sindy to make much of a dent in the sales of Bratz and Barbie, this proved to be true.

• Dixon’s up their bid to buy Woolies to £1.9. billion – in hindsight, they should have accepted it!

• In 1986, Woolworth’s accounted for roughly nine per cent of UK retail toy sales.

• Tickle Me Elmo from Fisher-Price hasn’t been seen on the U.K. High Streets for ten years or more, but at the New York Toy Fair for 2006 Fisher-Price kept stum on a new Elmo – Elmo TMX. Move forward to May and all is about to be revealed.

• It appears that an American plastic kit manufacturer was able to obtain advance plans of a top secret warplane and place the model on the market without that nation’s security experts finding out well before the plane was in active service. I state that it wouldn’t have got passed Maggie if she had been running the country!

• I am sad to record the death of Roy Jackson who spent over 40 years in the toy trade and was particularly well known for fireworks brand Sohni-Esco.

• Joe Kissane joins Tonka as key accounts manager. He had great curly hair and rather trendy moustache at the time!

• Disney severe their links with McDonalds, distancing themselves from the fast food behemoth. This is a brave decision that was a billion-dollar deal on cross-promotional items.

172

• Miles Fletcher passes away. Miles introduced ‘Action Man’ to the UK for Palitoy and later was instrumental in setting up Playmobil in the UK.

• We highlight Kiddicraft who are using TV for the first time this autumn. With UK sales up by 40 per cent the company are on a role. They are soon to be bought by Mattel, so yet another great British company are no more.

toysnplaythings.co.uk

DON’T MISS… We bring to the fore a selection of the hottest and newest products that will help you sell more.

Buyers and retailers, get in touch with your sales contacts!

Product: Play-Doh Town Firehouse Company: Hasbro Tel: 020 8569 1234 Web: www.hasbro.com

Product: Fisher-Price Blaze Transforming Turbo Launcher Company: Mattel Tel: 01628 500 000 Web: www.Fisher-Price.co.uk

Product: Marvel ‘Captain America: Civil War’ Dress-up Range Company: Rubie’s Masquerade UK Tel: 08453 070 707 Web: www.rubiesuk.com

MAY 2016

Product: Flyte case scooter Company: Hy-Pro International Tel: 01582 670 100 Web: www.zincflyte.com

Product: Num Noms Mystery Surprise Pots Company: MGA Entertainment Tel: 01908 268 480 Web: www.numnoms.com

Product: Lamaze Symphony Oscar Company: TOMY Tel: 01392 281 928 Email: ukcustomerservices@tomy.com

Product: Number Loving Oven Company: LeapFrog Tel: 01895 202 840 Web: www.leapfrog.co.uk

Product: Take Along Soccer Arena Company: Playmobil UK Ltd. Tel: 01268 548 111 Web: www.playmobil.co.uk

Product: PPS – Paper Plane Shooter Company: Vivid Imaginations Tel: 01483 449 944 Email: sales@vividimag.co.uk

73

It’s here!

TV Helping everyone sell EVEN more!

For more details on how you could proďŹ le your company and products to 60,000+ viewers contact Ryan Horwood on 01442 289930 ryan@lemapublishing.co.uk

toysnplaythings.co.uk

Helping everyone sell more

Exhibitors Guide 2016

TM

TOYMASTER STAND: MARQUEE

CONTENTS TOYMASTER MAY SHOW GUIDE 016 May 2 No.8 5 3 Vol.

TEAM TnP Group Editor Mirella Anstey mirella@lemapublishing.co.uk

Editor Mairead Wilmot mairead@lemapublishing.co.uk

Writer Rhys Thomas rhys@lemapublishing.co.uk

Group Advertisement Manager Ryan Horwood ryan@lemapublishing.co.uk

Media Solutions Manager Bradley Mason bradley@lemapublishing.co.uk

5 Toymaster May Show - Your show preview and guide starts here 8 Exhibitors List - Exhibiting suppliers and where to find them 10 Toymaster Talk - TnP caught up with Toymaster members to find out about trends, what’s selling and why they love being a member 12 Suppliers say - The buying group’s suppliers explain why Toymaster members matter to their business 14 Retail Interview - East Midland Toy Company owners James Colclough and David Westerman talk confidence in the Toymaster brand, building relationships and growing their business

P10

18 Exhibitor Guide - Plan ahead with a first look at what products and offers this year’s exhibitors are bringing to the show

Publisher Mark Naish mark@lemapublishing.co.uk

P5 Production Director Paul Naish paul@lemapublishing.co.uk

Design and Production Marian McNamara marian@lemapublishing.co.uk

Managing Director Malcolm Naish malcolm@lemapublishing.co.uk

Circulation Manager Robert Thomas robert@lemapublishing.co.uk

Lema Publishing Ltd

PUBLISHING

1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930

At the heart of retail A member of the Audit Bureau of Circulation

Independently audited

Mirella Anstey

W

hen Betty’s Tea Room is second on the list of things you’re looking forward to in Harrogate, you know you have a great trade show on your hands. Yes, I’m of course talking about the Toymaster May Show in Harrogate, which will soon be taken over by Toby and the rest of the Toymaster group for a couple of days of business and maybe some fun too!

Hosted at the aptly named Majestic Hotel, the May Show is a true highlight for so many suppliers and independent retailers at the heart of the British trade. A big part of the show’s success is its focus on socialising as well as business. Yes, everyone’s there to order for Christmas - speaking to Toymaster members when putting this fab preview together, they’re planing to spend more than ever! - but this

is the toy trade after all, so a bit of a knees up is mandatory.

Some say business and pleasure should never mix, but for Toymaster members at least it has proven a winning combination.

It’s certainly one of Team TnP’s favourite shows, and we had a good time catching up with Toymaster members — including James Colclough and Dave Westerman of East Midland Toy Company for a proper, in-depth chat — over the past couple of weeks.

Everyone is heading up to the show, and everyone tells us they’re heading to Harrogate with big plans for the back half of 2016.

Team TnP will be at the show in force, and we all look forward to catching up with familiar faces, meeting a few new ones, and finding out all about you and your business.

P14

ABC circulation of 5,123 1 July 2014 to 30 June 2015

toysnplaythings.co.uk

Helping everyone sell more

PREVIEW TOYMASTER

Masters me of the game The Toymaster Show is fast approaching so TnP caught up with some key suppliers to find out what they expect from 2016’s show and what retailers can expect from them

T

oymaster’s May Show is fast approaching and as always, the independent retailer takes centre

stage.

The iconic event is taking place from Tuesday 17 to Thursday 19 May with anyone who is anyone making sure to book three days in Harrogate into their diary.

The Majestic Hotel will play host to more than 100 exhibitors who are all on site to offer Toymaster members the very best deals and offers.

As is tradition, there will be two

“

We are heading to Toymaster to not only launch new products, but to make members aware of our first ever TV advertising campaign for AW Keiran Peoples, Bladez Toyz

” Golden Bear

What: Toymaster Show Where: The Majestic Hotel, Harrogate When: Tuesday 17 – Thursday 19 May Tel: 01604 674 477 Web: www.toymaster.co.uk

unmissable party nights — Tuesday will see the Majestic turned into a Christmas Party night while on Wednesday, prepare yourselves for New Year’s Eve!

This is important Summing up why the show is so important, Hasbro’s Sales Director UK & Ireland, Malcolm Ottley tells us: “The Toymaster Show is one of our highlight events each year. It allows us to catch up with Toymaster members, while offering them a chance to browse our range of toys in a great environment with a buzzing atmosphere.”

Picking up the point, Keiran Peoples, National Accounts Manager at Bladez Toyz says: “The independent toy market is incredibly important for business. It is important to us that we

support our bricks and mortar, as well as high street retailers, and the Toymaster show gives us a brilliant opportunity to showcase our new releases for AW16 to the entire Toymaster member base. The Toymaster show is unique because all the members visiting are there to buy, and are keen to view new potential for Christmas.”

One company very keen to communicate its message to indie retailers is Posh Paws; in fact, they’ve doubled the size of their stand this year. “Yes, we have doubled the size of our stand at Toymaster,” confirms Brand Manager, Lauren Shipman.

“We have even more hot properties to show our customers than ever before. Our bag brand offering is expanding at pace and our Tsum Tsum plush will of course be on show as this continues to go from strength to strength.”

Wilton Bradley's Head of UK Sales & Marketing, Simon Hampton says the show is a must for the company: "It encapsulates the independent UK

Did you know…

Bladez will be making members aware of its new TV campaign for AW

5

toysnplaythings.co.uk

PREVIEW TOYMASTER

Did you know…

Posh Paws has doubled the size of its stand at Toymaster this year

toy market specialists and gives us the chance to present our Toymaster branded products provides us with the directly to our opportunity to customers. May is a showcase and key period when the present Christmas toy market starts to prepare for the winter catalogue lines and (Q3/4 2016) period our brands to the and also gives us the majority of chance to show any Toymaster members product that we have for the only time for the forthcoming high summer season." each year outside of The same is true for Toy Fair Interplay. UK Sales Gareth Jones, Interplay Manager Gareth Jones says Toymaster plays a pivotal role in the buying calendar because it gives them an opportunity to showcase and present Christmas catalogue lines and brands to the majority of members for the only time each year outside of Toy Fair.

“We are hoping to secure Christmas orders to enable us to plan factory production for supplying our retailers this AW,” adds Gareth. “It is also valuable time spent with our retailers to ask questions and receive their feedback.”

Magformers is riding the crest of a wave at the moment and will be making an appearance at Toymaster with MD

“

Toymaster’s top tips!

Toymaster’s MD Ian Edmunds gives his top tips for making the most of the show...

Top three themed nights: “I would say it will be this year’s Christmas Party on the Tuesday and New Year’s Eve Ball on the Wednesday night and Yogi’s 50th birthday party in 2012 when we all wore Yogi masks. His face was priceless.”

Top tips for joining Toymaster: “Talk to Toymaster, talk to our members and talk to the suppliers.”

Top tips for getting the most out of Toymaster: “I would say engage with your fellow members, use the website and the forum and make sure you join in.”

Top tips for getting the most of the show: “Wear comfortable shoes, plan your day and keep up to date with us because we issue a lot of information before the show.”

6

”

Mattel

David Kelly at the helm.

“The Toymaster show is a key way to communicate the commitment to design, safety and product innovation that makes us the global leader in magnetic construction toys,” says David. “We have a large range over 80 product lines, but 18 of our sets retail for under £29.99 each and we’ll be giving those some focus at the show. It’s also the first time some retailers will have seen our new themed boxed sets - dinosaurs, robots, princess castles, for example.”

And Hasbro won’t be disappointing retailers either: “We always have a number of popular ranges from multiple brands on show, and we’re sure that will be no different in 2016, with brands such as My Little Pony, Play-Doh and Transformers in popular demand.

Hasbro Gaming this year will once again be a focus with the opportunity to see Simon Air and the new Bop it! NERF will also have some great new innovative products available with both the new Hyper Fire and Tri Strike blasters on display.

We are also very excited to be showcasing the new Yo-Kai Watch at this year’s show. The brand is hugely popular already in Japan and we are particularly excited to have Toymaster as one of our preferred launch partners when the product hits shelves on Friday, 27 May,” Malcolm told us.

Retail focused With retailers being such a key focus of the Toymaster buying group, TnP spoke to several about the importance of being a member and why the show

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PREVIEW TOYMASTER

We asked: When it comes to the social aspects of the show, is it good to be able to strengthen relationships in a more relaxed environment?

“Definitely, as the show runs for three days straight we have the opportunity to give customers our undivided attention and chat properly in a stress-free setting. Harrogate is a beautiful town and a wonderful place to be when enjoying the post-show social scene. Finally, Harrogate is a long drive away from our offices in Sutton, so it gives us a chance to spend time with customers and agents away from the usual business environment. “ Nick Wright, Gibsons “Absolutely - the old adage that people buy from people always applies - building friendships is important. Plus there’s always the excitement of wondering what Paul Reader will be doing on stage!”

Mark Jones, Cheatwell Games “Yes! Being part of the show and having access to all members is incredibly important for us in order to strengthen our current relationships, while also increasing our member coverage.”

Keiran Peoples, Bladez Toyz “It’s always good to see friends on both sides of the fence, life is too short not to combine work with pleasure and have some fun.”

Gareth Jones, Interplay “Toymaster is always good fun and it’s great to be able to socialise and possibly share the odd drink or two, or three!”

John McDonnell, Galt

MAY 2016

is such an important date in their calendar.

“They have years of experience in retail and all that it involves and are Galt will be launching two able to advise on multiple aspects of new Marble Run games: Glow business, not just toys,” one retailer Marble Run and Glow Super told us, adding that they wouldn't miss the show. In fact, in terms of Marble Run attending the show, all of the retailers we spoke to said it was opportunity to meet our a must-attend date in their buyers in both a diary. professional and then From a supplier’s point of slightly more relaxed view, this commitment to the capacity - it’s so well show is equally as important. attended by the members "The Toymaster that to miss it would be independent customers are throwing away a chunk of the core market who our turnover every year!” specialise in toys so their Meanwhile, Gibsons’ MD knowledge and Nick Wright highlights the support is a true timing of the show as reflection in terms of beneficial. “May is a great which products are time to hold the show as we needed," points out Wilton not only have all of our new Bradley's Simon.

April releases to showcase, “Toymaster members are Galt but we can also really the heart of the toy confirm AW listings Industry. They have so and give visitors a many years of sneak peek at experience, knowledge some of our July and have great enthusiasm,” releases. It is also a good adds Hasbro’s Malcolm. “It The time to open new accounts, ready could be a member with one for the busy winter season.”

Toymaster small shop or a member with customers are a number of retail outlets.

Offers, offers everywhere They all own their own the core market Visitors to the show can expect to business, speak to the who specialise in see plenty of new product too and consumer directly and toys so their not only that, the show offers will be everything they do within knowledge and as enticing as ever. their business has an effect The final word goes to Galt's MD support is a true on them personally.

John McDonnell who sums up "Toymaster members see reflection of Toymaster nicely: “Toymaster trends and get the earliest which products members have been an integral part reads on our brands as well are needed of Galt’s business for many years as competitors compared to Simon Hampton, and are great supporters of ours. It is other retailers in the industry.

Wilton Bradley vitally important that we maintain To be part of the Toymaster these relationships and support the community with all of that traditional high street toy store for experience and knowledge means so future generations.” much to Hasbro and it’s a real And on that suitably appropriate pleasure doing business with them.” note, Team TnP look forward to And as Galt's MD John McDonnell seeing you in Harrogate. point outs: "This is an important show for the UK toy industry.

Toymaster is also a great opportunity for Galt to showcase new products that are launched midCheatwell Games launched over year, providing a platform to 25 products so far this year meet new and old customers and take orders, making it a key selling point of the year."

Cheatwell Games' Head of UK Sales Mark Jones adds: “Toymaster is an

Did you know…

“

”

Did you know…

Character Options

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PREVIEW TOYMASTER

Supplier Name John Adams Alex Brands Alpha/Banaghan Lottie Artstraws Asobi Bandai Bellco Sports Bigjigs B Kids Bladez Toyz Brainstorm Casdon Character Options Cheatwell Games Clementoni Click Distribution Coiledspring Games John Crane Creative Toys Company Cuckoo Depesche DKL Dracco Epoch Esdevium Flair Flying Gadgets Funrise Galt Games Workshop A.B.Gee Geomagworld Gibsons Golden Bear Great Gizmos Green Board Games H. Grossman Halilit Hasbro Hobby Company Hornby Hobbies HTI IMC Innovation First Interplay Jakks Jazwares Jumbo Games Kayes Keel Kidicraft K’Nex Paul Lamond

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Location Carriage Suite Carriage Suite Billiard Room Carriage Suite Carriage Suite Carriage Suite Carriage Suite Carriage Suite Carriage Suite North Lounge Carriage Suite South Lounge Carriage Suite Drawing Room Carriage Suite Carriage Suite Carriage Suite Carriage Suite Carriage Suite Carriage Suite Carriage Suite Carriage Suite Carriage Suite Carriage Suite Carriage Suite Carriage Suite South Lounge Carriage Suite Carriage Suite Ballroom Ballroom Ballroom Ballroom Drawing Room Ballroom Drawing Room Drawing Room Reception Room Drawing Room Ballroom Ballroom Carriage Suite Marquee Drawing Room Carriage Suite Ballroom Ballroom Marquee Ballroom Ballroom Marquee Marquee Marquee Marquee

Supplier Name LeapFrog Learning Resources LEGO Magformers Marbel Marvin’s Magic Mattel Melissa & Doug MGA & Little Tikes Milly & Flynn Mookie MV Sports Tactic Games Nicko Orchard Toys Oxford Padgett Papo Peterkin Playmobil Playwrite Posh Paws Puppet Company Rainbow Ravensburger Re:creation Revell Royal Brush Sales Partnership/Bruder Sambro Schleich Simba Smoby Smart Spin Master T.A.R.E.M.A Tobar Tomy Trends Trudi Sevi TY Underground Toys University Games Vivid VTech West Design Wicked Vision Wilton Bradley Wind Designs Winning Moves Worlds Apart WOW Zapf Creation

Location Marquee Marquee Billiard Room Marquee Marquee Marquee French Restaurant North Lounge North Lounge Marquee Marquee Billiard Room Marquee Marquee Marquee Marquee Marquee Marquee Billiard Room Ballroom Marquee Marquee Marquee Marquee Marquee Marquee Marquee Marquee Marquee Marquee Carriage Suite Carriage Suite Marquee Marquee Marquee Marquee Billiard Room Marquee Carriage Suite Marquee Marquee Marquee Carriage Suite Drawing Room Marquee Marquee Marquee Marquee Marquee Marquee Marquee North Lounge

toysnplaythings.co.uk9

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Toy talk

TnP loves to hear your views. This month we speak to key wholesalers and suppliers to learn what’s on their minds when it comes to all things Toymaster!

TnP talks to Toymaster retailers about what is selling well for them and they tell us if the future is looking bright...

JASON MAHY, ANDREW OLLEY,

Aladdin’s Cave, Guernsey

City Cycle Centre, Ely, Cambs Andrew’s childhood wish was to be locked in a toy shop and he has finally achieved that dream – of sorts.

He has been the manager of the toy department for longer than he cares to remember. If you ask nicely, he will balance a Playmobil man on his nose while whistling the Star Spangled Banner.

What are the emerging trends?

What is particularly strong at the moment is plush especially the Ty Beanie Boos. That has been the case for a while and I am sure that is quite common through the independent sector.

What percentage of your stock costs more than £30?

Not a huge amount at this time of the year. I would imagine less than 10 per cent.

What categories are doing well?

We do well right across the board. Pocket money toys have done well for us. We sell a good amount of plush as well and gift toys do well all the time. Outside of those, science-based toys do well, as do craft-based ones.

What support and benefit do you get from being a Toymaster member?

There is a lot of benefit and a great deal of support from Toymaster, which is a great help to us as an independent trader. There is also a whole range of other help too; including the FOB stock that they bring in, along with all the other things you’d expect from buyer like terms.

Is the future looking bright?

Yes it is looking bright. We did really well at the start of this year and we have been doing very well over the past few years as well. The good start was helped by LEGO but there are a lot of other innovative toys coming through as well. The future is bright as long as those toys keep coming in.

What brands are successful for you?

LEGO was particularly strong at the start of this year. The new LEGO that has come through has been very good.

Sylvanian Families is really good. Pre-school games from Orchard Toys are good for us. At the moment Shopkins is doing very well, Schleich is good, too, as is Playmobil.

10

Aladdin’s Cave is one of Guernsey’s real retail success stories. An independently run family business, they offer islanders and visitors the best quality, value, choice, and convenience. The business was started in 1979 by Jason’s parents, along with support from his grandparents. Jason’s children also work in the store from time to time, so that makes it a four-generation family business.

What are the emerging trends?

The biggest area of growth of late has been the growing dominance of LEGO. What percentage of your stock costs more than £30?

I would say it is about three per cent.

What do purchases tend to be for?

At this time of year, it’s a mix of birthdays, special occasions and just general browsing.

What categories are doing well?

Arts & crafts is always popular during the Easter holidays, and outdoor play has started to pick up now that we’ve seen a bit of sun.

What support and benefit do you get from being a Toymaster member?

Toymaster negotiate favourable terms with suppliers on our behalf, which saves us an awful lot of work and helps to ensure that our cash flow is healthy. Central invoicing also reduces our admin workload considerably. And last but not least, the FOB programme plays a major role in helping us to trade more profitably – which is what Toymaster is all about.

Is the future looking bright?

Most definitely. We are trading up for the second year running, and we are constantly working to improve the store. Our motivation has been giving a boost this year by our winning the Independent Toy Retailer of the Year Award, which was a very welcome surprise.

What brands are successful for you?

LEGO is the dominant brand right now. PAW Patrol and Shopkins are continuing to do very well. Sylvanian Families continues to do well too, as does Nerf.

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PHIL HEATH, Heaths, Barrow, Cumbria A family business that was founded more than fifty years ago, Phil worked in the shop from the time he was a small boy but officially joined when he left school forty-five years ago.

What are the emerging trends?

There are not really emerging. The biggest thing for us is LEGO in all its shapes and forms. It is not just children that buy it, it is young adults. We get lads in their twenties buying and collecting LEGO minifigures. The way LEGO markets their stock, the fans know what is coming before we do because of social media. It seems to appeal to that generation. I don’t think LEGO can lose at the moment. It’s the core brand for us.

What percentage of your stock costs more than £30?

Probably about 25 per cent and 30 per cent.

What do purchases tend to be for?

It’s a combination. We sell a lot of pocket money toys in the week and then at the weekend they come in with their birthday money.

We do a lot of model kits.

What categories are doing well?

Collectables like Shopkins, Stikbots and Thomas & Friends, Pokémon, YuGi-Oh – if you can get them coming in to get the cards, that’s great. They might be low unit sales but once they start buying, they come back.

What support and benefit do you get from being a Toymaster member? It’s immeasurable. The marketing in producing two catalogues especially the Christmas one would be impossible for an independent to do. Sorting the deals with the manufacturers is great. It’s a bit like a family – all in it together and you can ask for

advice. They can talk to suppliers to get info on trends – no one can guess them all, but they certainly help. They build those relationships.

Is the future looking bright?

Like a lot of town centres, we suffer from a lack of investment and change in shopping habits. I think the next five years will count. If we can survive the next five years it will be okay. Towns have these things called BIDS – Business Improvement Districts and Barrow is in the middle of this process. Hopefully the bid will be successful and the money will be used to promote the town centre and bring it back to life. It’s not all gloom and doom. We independents have to concentrate on the things we do well.

What brands are successful for you? LEGO, Shopkins and Schleich is doing well this year.

Thomas always does well as does Playmobil. YuGi-Oh is a big brand for us. Games Workshop, Revell, Hasbro and Mattel are good brands too.

CHRIS GOULDING, Langleys Toys, Norwich Langleys has been trading since 1883.

They were bought out in November 2015.

Chris joined the firm thirty-five years ago.

What are the emerging trends?

We are selling a lot more collectables than we ever have before. Pokémon is huge again and Shopkins is big too. There is a demand for the new Turtle lines from Flair on the back of the upcoming film – we got asked about that this morning.

What percentage of your stock costs more than £30?

Around 11.2 per cent. We went round and counted it all! Seriously, we reckon about 11 per cent. We have a large models department and there is quite a lot of expensive stuff in there. We have a huge amount of lower priced items like the Pokémon stuff.

What do purchases tend to be for?

We do more at Christmas but parents and grandparents buy for children all year round. Our model department sells a lot of products for the older age group.

MAY 2016

What categories are doing well?

Our model department is the most up-and-coming part of the business. They do items for re-enactments – swords and armour and the like. We do paints and glues for kids.

What support and benefit do you get from being a Toymaster member?

We get good terms from suppliers, centralised invoicing and the forum on the Toymaster website is great. TIMS – the invoicing system on the website is good. They all add up to a great experience being with Toymaster. Obviously sharing information is very important.

Is the future looking bright?

Yes, I think the toys category was up six per cent last year. I am very optimistic about the future. We are already up on last year.

What brands are successful for you? The old favourites like LEGO, Sylvanian, Orchard Toys, Airfix and the specialist hobby games are probably one of our most successful areas.

11

NEWS

SPECIAL L

Suppliers say...

Toymaster suppliers tell us why the May show is so important to them and why working with Toymaster members is so beneficial…

MICHELLE FOX,

DAVID KELLY, Managing Director, Magformers UK Ltd “If we had to pick one thing about working with Toymaster and its members, it would be the collective marketing and communication to reach key independent retailers - especially for a relatively new brand like Magformers - and the show is a key part of that. We already have some We already have some independents who are doing independents who are fantastic business with doing fantastic business Magformers and in many cases we’re among their most popular with Magformers and toys. Working closely with in many cases we’re Toymaster allows us to demonstrate the quality, durability, among their most commitment to safety and pursuit popular toys. of excellence and innovation that is at the core of the Magformers business.”

”

Senior National Account Manager, Golden Bear “The Toymaster show enables us to meet all of our independent retailers under one roof. It’s a great opportunity to work more closely with them by exchanging ideas and views as to what our consumers are looking for. We very much look forward to this year’s show!”

It’s a great opportunity to work more closely with independent retailers.

”

DEREK SCOTT, General Sales Manager, Ravensburger Ltd “We have always had a presence at the Toymaster Show and will continue to do so, because the members support the show so enthusiastically. It is our relationships with the members that makes the show so important to us. It’s a fantastic opportunity to show all the key product ranges, and work It is our with members in building ranges to relationships with suit their individual requirements.

Independent business is still a the members which significant proportion of our total makes the show so turnover. Our bespoke point of sale solutions are a clear indication of how important to us.

Ravensburger will continue to support independent toy stores for both Ravensburger and BRIO brands. Our new 3D collection and expanded games range will be a key focus for AW16. The new 3D Puzzles® range and games will be supported with heavyweight TV campaigns, and will help us to continue our growth within these categories. It will also be our first Toymaster show since Ravensburger purchased BRIO. Our whole sales team is really excited by how well the new BRIO WORLD range has been received. We look forward to a successful 2016 with our customers.”

”

SIMON NEWBERY, Managing Director, Orchard Toys “The benefit of working with Toymaster is the two-way communication and passion for toys it inspires. Toymaster is a great community which give their members a collective voice, while also allowing us to communicate and build relationships with them individually.”

Toymaster is a great community which give their members a collective voice.

”

toysnplaythings.co.uk

BILL CORNELIUS, Sales Director, The Playwrite Group “What’s the best thing about dealing with Toymaster and its members?

Professionalism. In business, we all want to deal with the best and with Toymaster you’re dealing with the top of the toy tree, in terms of both members and head office. In our office we say: they’re OK, they’re with Toymaster.”

“In our office we say: they’re OK, they’re with Toymaster.”

As an ever-evolving company the time is now right for us to work closely with Toymaster members as we are confident we have the right products for them.

IAN CUTHBERT,

”

Business Development Manager, SAMBRO “The Toymaster relationship is new for us and one which we are looking forward to cultivating. As an ever-evolving company the time is now right for us to work closely with Toymaster members as we are confident we have the right products for them. To further our relationship with them we have recruited some brilliant agents who will be able to serve members efficiently and effectively. Having worked with Toymaster for many years in previous roles I know the members and the head office team extremely well so am looking forward to working closely with them all again. There is a real benefit to working with a group like Toymaster and the show provides us all with the opportunity to meet and discover exactly what will make our business relationship run smoothly and successfully.”

JO BRAY, Sales Manager, West Design “It is always a pleasure and great to be working with all of the Toymaster members as they, much like us at West Design, are so passionate about the industry and products. They have the opportunity to pick the products they like, make a feature out of them and then sell them to the end user. They are on the hunt to discover products that will sell well for them, and we make it our mission to always provide great products.

For us, Toymaster gives us one of the best opportunities to reach a large number of accounts who, although are similar in one way, can really vary considerably either due to location, size of shop, competitors or indeed type of shop. We are proud to be able to offer more than 20,000 art, craft, toy and stationery products under one roof with next day delivery service and a minimum carriage paid order of only £100. We regularly offer For us, Toymaster gives us one of promotions on a large breadth of products with the best opportunities to reach a small MOQs in our seasonal large number of accounts who, brochures and monthly although are similar in one way, newsletters, giving the retailers an opportunity to dip their toe can really vary considerably in the water without having to either due to location, size of commit to too much up front. shop, competitors or indeed The Toymaster show in May gives us the perfect setup to speak type of shop. directly to these important members.”

”

MAY 2016

NADIM EDNAN-LAPEROUSE, Managing Director, Wow Toys “At WOW, we have definitely benefitted over the years from being a Toymaster supplier. Their motto, Helping Our Members Trade More Profitably, also doubles back to their suppliers; it’s really a symbiotic relationship. Toymaster members are very well looked after in all aspects of their financial output and marketing activities, and the knowledge and experience that comes from them trading for over 25 years is a great strength to both their members and suppliers alike.”

Their motto, Helping Our Members Trade More Profitably, also doubles back to their suppliers; it’s really a symbiotic relationship.

” 13 2

PREVIEW TOYMASTER

Toys for two With four stores under the East Midland Toy Company banner, owners James Colclough and David Westerman talk to TnP about developing their business, the importance of their relationships with agents and why Toymaster works for them

the town, rather than a bucket and spade outlet. Granted, we do stock more outdoor ranges than our other stores but our ethos is to be a proper toy shop at the seaside, rather than a seaside bazaar.

Do you buy for each shop individually, or try to keep a consistent offering across your locations?

David: We keep a strong level of consistency, driven mainly by the bi-annual Toymaster catalogue but each store plays to its market.

We keep a healthy budget available for each store to tailor the range to suit.

Do you have any plans for further expansion in the foreseeable future?

James: Our main focus right now is getting the most profit out of our four sites and there are multiple on-going projects to drive this.

However, we are always researching new sites and study every opportunity carefully.

Staff at the Newark Toymaster

James and David, tell us a little bit about how you both entered toy retail and ended up as business partners.

James: We’ve known each other for 20 years and both have a background in retail. We always had it in mind to start a venture together and had worked on small projects over the years.

Having worked for large retailers, we often discussed our frustrations with corporations and how we felt we could do better.

You’ve been a real success story over the past few years, with regular expansion and store openings. Tell us about your journey from one store to the current four.

David: In 2009 James started

14

“

We feel the benefits of the Toymaster brand are vital in this age of high competition David Westerman

”

Melton Toys in Melton Mowbray and gradually built up the business to be an established destination in the town. I launched Retford Toys in 2011 and the natural progression was to work on a joint venture, so in 2013 East Midland Toy Company (EMTC) was born with the launch of our store in Newark-on-Trent, creating our three store chain. Then in 2015 an opportunity arose in the seaside town of Bridlington, East Yorkshire, taking us to four toy shops.

Do you feel the location of your most recent opening in Bridlington on the coast has opened up some new doors for you in terms of what types of toys you can sell and new customer demands?

James: From day one in Bridlington we intended it to be a toy shop for

You trade as East Midland Toy Company Ltd, but your stores are highly Toymaster branded. You must be very confident in the power of the Toymaster name?

David: We are. Ask any customer and there are not many that haven’t heard of the Toymaster brand, often from their own childhood.

James: We both remember Toymaster as children and in the tough brand loyalty wars, nostalgia counts for a lot. However, visit most

A Shopkins display in store

toysnplaythings.co.uk

Is the savers club popular?

James: Yes – many of our customers rely on this to spread the cost of birthdays and Christmas. There is still plenty of potential to further grow our clubs business.

Toymaster stores today and you will see signage, window displays and point-ofsale executed easily to the standard of national retailers.

What other Toymaster initiatives do you take advantage of?

David: We purchase via the FOB programme and take advantage of the regular window displays.

Do you find consumers have real trust in Toymaster retailers as a toy shopping destination?

James: Yes. This is partly the brand but mainly the way our teams in store integrate with their regular customers.

Visit most Savings clubs are the Toymaster stores evidence that people see us as a destination. today and you will

“

You run a Toby Card loyalty scheme and a bi-annual catalogue. Are these initiatives key to your business?

David: The Toby Card is our own invention, but yes, both are vital along with the regular window promotions.

see signage, window displays and point-ofsale executed easily to the standard of national retailers” James Colclough

”

A customer review of the Retford store on Facebook

Do you think more independents should consider joining the group?

David: Certainly, we feel the benefits of the Toymaster brand are vital in this age of high competition.

We asked…

Are there any customer favourites?

Yes! Pokemon, Little Live Pets Butterflies and Little Tikes.

Is the May Show an integral part of your ordering calendar?

James: We see the May Show as a perfect opportunity to kick off discussions with suppliers about Christmas.

Christmas We will make sure our orders for key catalogue lines are in place, but not everything will be finalised.

Do D you have anything in particular in mind that you’d p like to get out of the show lik this year? th David: We plan to distribute Da Celebrating the Bridlington shop's a ssignificant number of first birthday Toymaster catalogues this Toy Christmas and in previous David and James on years we admit we’ve not got the buying right to support it. We need their relationships with to focus on that and ensure every agents: line is dealt with before we leave the show.

One of our main successes in the past year has been recognising that How important are the exhibitors’ our key relationships with agents show offers and do you take and representatives are the best advantage by placing lots of way to help us grow business orders in Harrogate? mutually. Many of our ranges are James: For us it’s more about kept in-stock and looking fresh getting the right stock at the right simply by the agent calling time into our stores. For us to try regularly and proposing orders, new products, suppliers need to promotions and events. come with a structured plan to make things work for us. Even

James with some team members

MAY 2016

You have individual accounts on Facebook for each store.

Is social media a major part of your marketing and customer interaction? In what ways do you use it?

James: Social media is a key part of our local marketing and while we use it to keep customers up to date with our products and promotions, we find that keeping the fun element drives the best reactions, so we allow our store leaders some flexibility in what they talk about.

show offers for existing suppliers are not necessarily a guarantee of an order – five per cent for orders over £500 seems too commonplace and we tend to overlook that.

Mattel

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*NPD Total Property YTD November 2015 vs YTD November 2014

Š 2016 Hasbro. All Rights Reserved.

PREVIEW TOYMASTER

On a roll MV SPORTS 01217 488000 www.mvsports.co.uk

Billiard Room

Following a fantastic start to the year, MV Sports is delighted to be showcasing an outstanding array of outdoor toys at the Toymaster Show. With a brand new crop of must-have licenses, plus evergreen favourites, MV’s own brand ranges are demanding attention this year. The category-leading Kickmaster football brand is perfectly positioned to deliver incremental business during the Euros.

The company is also bubbling with excitement to present the brand new Finding Dory range, incorporating scooters, bikes, trikes, ride-ons and helmets. Demand is already on the crest of a wave, so order early to avoid disappointment.

Pre-school property PAW Patrol will also feature in this year’s line-up, featuring both foot-to-floor and battery-operated ride-ons, plus an eye-catching 12 inch bike.

Teletubbies sales are on fire right now and MV’s bright, bold collection features a ride-on, trike and bike. The lead line is undoubtedly the replica Po Scooter, complete with authentic Po sounds.

There’s also a matching bespoke Po Helmet with removable antenna.

With the Angry Birds film released in May, customers are tweeting major interest in the range which includes a hopper based on character Red, a skateboard and folding inline scooter.

Another blockbuster film release comes later in the year in October, with the hair raising Trolls movie, and MV is streets ahead with the trendy Trolls In-line Scooter.

Shopkins continues to astound as the UK’s number one girls’ collectable property and MV’s range of wheeled toys are flying off the shelves. Complete with on-board baskets and authentic Shopkins collectables, this is not one to miss.

Twista is a new concept which will be hitting the streets this summer.

This refreshing range of trendy tripod, hip-swinging, self-powered scooters offers two different ways to ride and glide in vivid colour. With light up wheels and abec seven bearings, these durable scooters are guaranteed to ramp up sales. MV will be unveiling the original, patented and fully tested version of the Hoverboard at the Toymaster show. Visit MV Sports’ stand to view the selection of other products available, including Disney Princess, Peppa Pig, Thomas the Tank Engine, Fireman Sam, Star Wars, Batman, Batman v Superman, Avengers and the hugely popular Hedstrom outdoor range.

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Beads galore!

DKL MARKETING 01604 678780 www.dkl.co.uk

Carriag e Suite

Visitors will be delighted to see DKL Marketing’s incredible brands at this year’s Toymaster May Show. Products across all ranges will be on display with a selection of fantastic deals and offers.

The main attractions will include Hama and Scentco lines from the 2016 Toymaster catalogue. From Hama there is the popular 10,000 beads tub, which comes complete with pegboards, plus two new pick-up lines from the Hama Small World range. From Scentco Scented Stationery comes must-have Glitter Gel Smens and Smarkers.

Other highlights include brand new Finding Dory scented stationery, the recently launched striped beads from Hama, and PlayMais craft in improved boxing.

Your generation JOHN CRANE LTD 01604 774 949 www.john-crane.co.uk

Carriag e Suite

John Crane Ltd will be showcasing its growing portfolio at The Toymaster Show. This year sees more than 125 new and exciting products, giving the company a different dimension to its already award-winning mix of quality wood, plastic, toys and furniture.

Tidlo is designed and developed in house and provides pre-schoolers with an exciting and educational collection to get the learning process in motion. In addition they represent other great brands including Our Generation, Bristle Blocks, B. Toys, B. Baby, B. Summer, All Aboard, Pintoy and Play Circle.

Our Generation is a gorgeous 46cm doll collection offering a unique range unrivalled by its competitors in both product offer, range of dolls and accessories. This doll's world always gets great reviews and continues to grow with more than 67 new products added to the range just this year!

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ULTIMATE VARIETY PACK

PREVIEW TOYMASTER

Go figure PLAYMOBIL 01268 548111 www.playmobil.co.uk

Playmobil will be showcasing its brand new PLAYMO-Friends, Figures Series 10 and Special PLUS characters at the Toymaster May Show.

Boys and girls can look forward to hours of fun with characters including a Firefighter, Surfer with Surf Board and Space Warrior, encouraging imaginative play all year round.

PLAYMO-Friends are the latest addition to join the Playmobil collectables range, with a fun array of new characters. Available from July, Playmobil welcomes the Tech Guru, Flame Warrior and Indian Princess, among others. Budding athletes can run exercise classes with the Fitness Instructor and juggle rings in the circus with the Acrobat. Each PLAYMO-Friend pack comes with one figure and accessory.

Also at the Playmobil stand, visitors will find Fi?ures Series 10, the latest instalment of Playmobil’s most popular collectables range.

Brand new characters can be found in mystery bags, each containing one of 24 new friends, including a brave Knight, a magical Wizard and a sporty Karate Student. Kids can wave their wand and make up spells with the wise old Magician, enjoy a hotdog with the Soccer Fan and tidy up the garden with the Worker with Leaf Blower. With hundreds of possible combinations, little ones can use their

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Pride and joy GP FLAIR (JUST PLAY) 0208 643 0320 www.flairplc.co.uk

South Lounge

GP Flair’s Just Play division will be highlighting many of its licensed collections at the Toymaster Show, including the new master toy range for The Lion Guard, Disney Princess Styling Heads and a charming new Barbie collection.

Following a successful premier of Disney Junior TV movie The Lion Guard: Return of the Roar in February, the Lion Guard series launches this spring and the master toy collection is scheduled for launch this summer.

The Lion Guard characters will be available to collect in a variety of ways. The foil bag minis are a great entry price point, while collectable figures and accessories will create perfect gifts and are compatible with the Defend the Pride Lands Playset. The Pride Lands are the focus of The Lion Guard and the playset brings them to life with a waterfall, vine lift and a boulder launcher. A range of high quality talking plush and feature plush will add to the collection. Visit the stand to learn about the full range.

imagination to create endless characters and scenarios.

Playmobil’s Specialss PLUS range also introduces duces some new faces for 2016.

016. Brave the heat and put out the he fire with the Fireman and Hose,, get mucky while cleaning out the pen with the Girl and Guinea Pigs, gs, or give us a twirl on the catwalk with the Model and Clothing Rack, ack, among others. Further characters cters will be released in July, including ding a Surfer with Surf Board, d, Mother with Child and Changing ng Table and Viking with Treasure.

Goal!

CREATIVE TOYS COMPANY 0208 6643484 www.creativetoyscompany.com

Carriag e Suite

Creative Toys Company will be exhibiting the SoccerStarz European Tournament range at this year’s Toymaster show.

This summer’s UEFA Euro 2016 tournament will start on 10 June and is set to be the biggest yet. With some of the world’s best football superstars playing, it promises to be a fantastic competition!

Available in the SoccerStarz tournament range are England foilbag figures, single figure blister packs, and collectable team packs! Some of the top players in the SoccerStarz line-up include England’s and s Jamie Vardy and Dele Alli, France’s e’s Antoine Griezmann, Germany’s Thomas Muller, Wales’ Gareth Bale e plus many, many more. There are over 100 SoccerStarz in the range. e.

Creative Toys Company will be offering Toymaster members exceptional deals that will only be e available at the May show. As well as placing orders on the SoccerStarz European range, members will be able to pre-order SoccerStarz for the new 2017 season. Visit the stand for the latest SoccerStarz developments. ents.

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Piece of the action JUMBO GAMES 01707 289289 www.jumbo.eu

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Jumbo Games will be showcasing a number of exciting new products at this year’s Toymaster Show from its popular adult puzzle brands, Wasgij, Falcon de luxe, Jan Van Haasteren and Puzzle Mates jigsaw accessories.

Get a sneak peak of the brand new Wasgij Original 24: A Verry Merry Holiday! 1,000-piece puzzle and the must-have Wasgij Christmas 12: The Big Turn!, which includes a free 1,000-piece puzzle for fantastic added value. Both puzzles will be featuring in the Toymaster AW Catalogue.

Other new additions to the range include Wasgij Back To...? 2: A 14th Century Castle!

1,000-piece puzzle and the special edition Wasgij Destiny Collectors 3x1000 Piece Box Set. This puzzle lets puzzlers piece together the images shown on the box, instead of a Wasgij solution – something that consumers have been

Get creative CHARACTER OPTIONS 0161 633 9800 www.character-options.co.uk

Drawing Room

Creative play and top youth electronics are among the wide array of must-see brands from Character Options for retailers to see at Harrogate this year.

Pom Pom WOW! is set to open up a whole new style statement for girls in mid-summer, who will go pom pom crazy decorating any accessories and items in an instant. Retailers can pick up an information kit at the stand to let them know what’s in store for this new creative brand.

Following a successful launch in 2015, Character Options is now adding to the Cra-Z-Sand range with Glow in the Dark Sand, and Glitter Sand. And what could be better than creating a sparkly Pony Parade with the Deluxe Glitter Pony playset?

Not to be missed is a new creative concept called Poppit! With each Poppit kit, kids can make their own cute mini clay creations that they piece together and decorate. Refill packs of clay are also available, and to extend the fun licensed versions such as Shopkins will prove to be a favourite. This year sees Stretch Armstrong return, complete with original styling including his classic head sculpt with square jaw, blond locks, and wearing his famed body building trunks. Already

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wanting for years!

Falcon de luxe continues its 40th anniversary celebrations with the introduction of 10 brand new jigsaw puzzles, across 200XL, 500 and 1,000-piece formats, that cover a range of popular themes such as nostalgia, cottages, scenery, and more.

Perfect for Christmas is the brand new Falcon de luxe All Ready for Christmas 1,000 Piece Christmas puzzle, which also includes a free 1,000-piece puzzle. New puzzles from the Jan van Haasteren line include the Printing Office 1500 and 3000-piece puzzles, as well as the special 80th anniversary 1000-piece puzzle titled Happy Birthday Jan! Jumbo’s Portapuzzle Standard 1,500-piece puzzle board will also feature in the Toymaster AW Catalogue and will be on display during the show.

a proven historical success for Character Options, Stretch Armstrong will relaunch with a strong marketing drive, TV advertising plus impactful and relevant PR. For the award winning Little Live Pets, new Birds and Mice have been added to the selection of pocket money-priced interactive friends. Autumn 2016 has even more in store with the launch of the brand’s Adopt a Friend.

The Peppa Pig collection has also seen major development for 2016 with new themes including Princess and Classic for autumn. The Classic Peppa range of figures, vehicles and playsets reflect instantly recognisable themes from the show and include Peppa’s House & Garden Playset, Air Peppa’s Jet, Miss Rabbit’s Train, plus many more. The hero line of the Princess collection will be Princess Peppa’s Palace, packed full of royal characters and regal furniture.

Finally, not to be missed is Teletubbies and talking soft plush toys are central to the collection.

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PREVIEW TOYMASTER

Little learners GREEN BOARD GAMES 01494 538999 www.greenboardgames.com

Drawing Room

Having kicked the year off in true Green Board Games style with an abundance of new product, there’s lots of fresh and exciting products for retailers this year.

BrainBox Bounce – Mr Men, Little Miss, Animals and Dinosaurs is a rapid recall memory game where all players have to study a different picture card at the same time. Play is bounced from player to player until all who have answered their questions correctly remain in the game. Incorrectly answered cards must be placed in a pile for the winner of the round to collect and also includes a Bounce Bonus spot the difference gameplay option too!

BrainBox Alphabet and Number Jigsaw Puzzles are part of the new Pre-School Collection, where children can complete a jigsaw as part of the BrainBox gameplay, along with the addition of First Animals and First Animal Homes to this wonderful range. Not to be missed is BrainBox Mr Men & Little Miss!

For more educational support GBG has launched KS1 and KS2 BrainBox Mega 4 pack options. By popular demand, BrainBox English now supports the resounding success of BrainBox Maths, and a brand new Green Board Game concept of Story Cards for three plus.

BrainBox Transport and Predators brings more BrainBox fun for those interested in all methods of travel - by land, air and sea - or those who love the fiercest and most fearsome members of the animal kingdom for more fantastic family fun.

Q-BA Maze is a mix of marble magnificence that offers a variety of marble runs from Starter Box to Big Box. Kids can use critical thinking skills to stack and interlock the translucent pieces to create a marble maze. Also available are Bounce Stunt Set, Zoom Stunt Set and Mega Stunt Set. For the budding engineers is Contraptions and Catapult – a chance to build wooden structures by following instructions to help understand the mechanical workings. Lovers of Logical Learning can now open a book on Homophones or Adjective, Verb and Noun exploration.

There’s no end to the newness and inspiration that GBG continues to provide as part of its Play together, Learn together approach to gameplay!

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New kid on the Gigi Bloks BIGJIGS TOYS 01303 250400 www.bigjigstoys.co.uk

Carriag e Suite

Bigjigs Toys’ stand will be packed full of toys from the 2016 catalogue, new toys, and award-winning best-sellers.

From wooden toys, eco-friendly cardboard and plastic toys, recyclable cardboard building blocks and art and craft paints, there will be something for everyone!

Retailers yet to see all the new brands and toys, should be sure to visit the Carriage Suite for introductions and demonstrations from the Bigjigs team.

Have a go at building some grand designs with Gigi Bloks, the newest brand to the Bigjigs portfolio.

The oversized plain cardboard blocks are made from 100 per cent recyclable cardboard and there is no limit to the building possibilities, from houses to boats or animals. The build can be decorated with Playcolor, which is a brilliant match with Gigi Bloks.

The solid poster paint sticks allow kids to create artworks without making mess because there is no need for water or paint brushes. Also, now available is the Playcolor face-painting range.

The perfect gift that’s not to be missed from Bigjigs’ portfolio, Petit Collage is an eco-friendly range of nestling blocks, various size puzzles and pop-out animals and scenes. All are made from 100 per cent recycled cardboard, beautifully designed and printed with soy and vegetable inks.

Retailers should be sure to find the Bigjigs team and take advantage of some exclusive show deals, with savings on many of Bigjigs’ toys and distribution brands including Green Toys, Gowi, Playcolor, Petit Collage and Gigi Bloks.

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PREVIEW TOYMASTER

It’s all GO! THE HOBBY COMPANY 01908 605686 www.hobbyco.net

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Carrera Toys goes from strength to strength in 2016 with the release of its latest items in Go!!! slot racing and Carrera RC, which includes Star Wars, Mario 8, Disney/Pixar Cars and Formula One. In RC, Mario takes to the skies in his very own Quadrocopter!

Mario Copter. Aerobatics are made possible with a six-axle gyro system for flight stability, a protective cage for the rotors and interruption-free 2.4 GHz technology for up to seven minutes of non-stop airborne thrills.

For action on the ground Mario is available on his Mario Kart 8 Quad bike. This big-wheeled 1/20 scale radio controlled machine is equipped with full suspension for indoor and outdoor fun and is also featured in the Toymaster Catalogues for Christmas 2016.

New for 2016, Mario is now joined by his friend and game character; Peach, broadening the appeal of Carrera RC for boys and girls. Again control is via the latest 2.4 GHZ technology and Mario Kart Quad RC is ready to run; just add batteries and let the fun begin.

For Grand Prix fans there’s the Red Bull RC1. Thanks to the latest 3.7V — 600 mAH Lithium Ion battery technology this RC buggy, complete with the famous Red Bull livery enjoys long running time and short charging time for maximum enjoyment. Using 2.4gHz technology the RC1 is Ready-to-Run and comes with a 9V battery.

How fast can you go?

Carrera’s ever-popular feature packed slot racing range Go!!! continues to dominate the slot market for children with the release of a number of new exciting officially licensed 1/43 scale sets featuring some of the biggest names in gaming, movie and sport. Carrera Go!!! represents fun and quality, combined with affordability. These popular slot racing sets include lap counters, controllers with Turbo Button, with many sets including banked circuits and speed loops for extra play value. Moreover they feature licence characters children know and love making them an item that doesn’t sit on the shelves for too long.

Star Wars heads up the new sets for 2016. The 4.3 metre figure of eight track set features two Star Wars themed cars and lap counter. Next up is Disney/ Pixar Cars Carbon Racers.

Kids will love the 4.3 metre track complete with Cars themed flags and barriers and featuring

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special version of Lightning McQueen and Francesco from the hugely popular movie franchise.

Mario Kart 8 remains a popular part for the Go!!! line-up and will again feature in the Toymaster 2016 Christmas Catalogue. Mario and Luigi do battle in karts on a large 4.9 metre track that includes a power loop and lap counter plus themed barriers. For F1TM fans it’s Mercedes v Ferrari with Push‘n’Pass. Lewis Hamilton and Sebastian Vettel fight it out around the loops, high bends and fly-over on this huge 8.9-metre Carrera GO!!! race track. Racing is rapid and the turbo button ensures overtaking and speed through the loops. Push ‘n’ pass set features the Ferrari SF15-T and Mercedes-Benz F1 W06 Hybrid - to guarantee up to date racing thrills, fun and action! Carrera Go!!! and RC offer fantastic sales and margin opportunities through a high quality feature packed range of items at competitive price points.

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All fun and games ESDEVIUM 01420 593593 www.esdevium.co.uk

Carriag e Suite

For Esdevium, the Toymaster Show is an invaluable opportunity to meet the stores that form the bedrock of Esdevium’s business. As ever, the focus for Esdevium will include a key mix of games and collectables.

Esdevium’s Disney range of games may be of particular interest to Toymaster members. The Toymaster cataloguelisted Tsum Tsum Bubble Fever Card Game looks like being one of the stand-out items within this category for a brand that is doing fantastically well. Another big focus will be Esdevium’s popular family picture-trivia game, Disney Pictopia. It will sit alongside the latest addition in the Pictopia series, Star Wars Edition, which is brand new for A/W 2016.

Esdevium will also continue to offer Toymaster members the opportunity to take part in the Timeline Challenge. The Timeline Challenge rules are similar to that of

its predecessor, the Dobble Challenge, where independent toy stores are tasked with selling 100 or more units of any combination of the five Timeline games before February 2017. If successful, every unit sold will earn the store £1 to their Esdevium account. The Timeline Challenge is exclusive to UK bricks and mortar independent stores (no online sales). The aim of the challenge has always been to show as many stores as possible the power of in-store demonstrations, and their impact on sales, for games such as Dobble and Timeline.

Esdevium will also showcase a wide-range of games and collectibles perfect for Toymaster members. From high flying collectibles such as Star Monsters and Pokemon, to its widerange of family games, including the first-ever licensed versions of Dobble in the form of Star Wars and Cars!

DISCOVER Games and puzzles for everyone Games TV advertised in AW2016

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PREVIEW TOYMASTER

Pre-school paradise BLADEZ TOYZ 02392 658 259 www.bladeztoyz.co.uk This year at the Toymaster May Show, Bladez Toyz will be showcasing a whole new selection of licensed pre-school toys. This collection of pre-school items features Teletubbies George, and Thomas the and welcomes Peppa Pig along with Geo Tank Engine. Within the new Teletubbies range from Bladez Toyz, Toyz fans will be able to pick pic up their very own Teletubby in the form Te of an RC Inflatable.

Complete with a Com simplified handset simplif designed with youngdesig users in mind, as well as sound effects, soun Teletubbies lovers will Telet love tthis Tubby-tastic toy!

The RC Inflatable T Teletubbies are joined Tel by an Inflatable Nightlight which has a N daytime play feature, d as well as a Tummy a Time Playmat, which Ti offers new parents a offe great tool to aid in sensory enrichment for senso

Carriag e Suite young babies. Also new to the Bladez collection is the e RC Inflatable Peppa eppa Pig, equipped with sounds of her favourite avourite phrases and music. usic. Peppa has also been transformed ed into a Sleep Training aid, complete with a nightlight feature, re time projection and alarm settings – the perfect tool to aid in teaching time-telling to little ones!

Make sure you pop along to the Bladez Toyz stand to see the whole Teletubbies and Peppa ranges!

Bladez is also launching a TV advertising campaign later in the year, which is set to feature its new Teletubbies range, and will also include a Toymaster tag. Toymaster members can come along to the Bladez stand in the Carriage Suite to claim their 20 per cent discount off this TV advertised range.

Bladez Toyz will also be offering Toymaster members exclusive, range-wide offers on its selection of new RC flying toys, including the new Mini Cage Walker, Mycropodz Quadcopter and Bladez Vision Camera Drone. The offers have been especially designed to give members great margin as well as a great selection of products.

Games for all the family CHEATWELL GAMES 02392 524098 www.cheatwell.com

Carriag e Suite

In the scramble to promote new lines, it’s easy to overlook flagship products that continue to perform year after year. Cheatwell released Tension – The Top Ten Naming Game in its first format in 1992 and it’s still top of their board game chart. The secret to its success? It’s recognisable, it’s regularly refreshed, and the rules are simple and easy to learn. Tension Family is suitable for players from age eight and has categories for all ages and abilities.

New for 2016 and available now is Tell-A-Tale – a fantastic game that introduces the art of storytelling to pre-schoolers. Available in three themes - farmyard, fairytale and pirates - all feature a stage, backdrop and characters to move around. The game is non-competitive and designed to spark imagination while encouraging co-operation and vocalisation Pass the Pen has Toymaster written all over it (if you’re quick!). The drawing and guessing game includes a unique pen with a retracting nib. The aim is to draw an image before the nib disappears, but do it quickly or players will need to Pass the Pen to the next player and can’t score in that round. Set the timer to 10 or 15 seconds depending on the age of the players. Suitable from age eight plus.

Great for the summer months, the Animal Squeeze Popper range has also expanded for the third year running. Two new Popper ranges have also been introduced: The Atomic Power Popper range and the Pocket Popper range, which has a Wild West theme.

To try these great games and take advantage of a very generous show deal visit Cheatwell Games in the Carriage Suite where there is also the opportunity to win £1,000 of stock.

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Order online at www.flightsoffancy.co.uk

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Or call us on: 01494 538999 See our full range at: www.flightsoffancy.co.uk 01494 538646

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PREVIEW TOYMASTER

Gazillion ways to have fun FUNRISE 01908 555640

Carriage Suite

With the return of Tonka to Funrise for 2016 and a Gazillion options for outdoor fun, the Funrise stand at Toymaster is a must see for all retailers.

With superior solution and many blasters machines and more to choose from, Gazillion Bubbles has been the bubble brand of choice for kids. This year will be no different with the unveiling of many new Gazillion Bubbles gadgets, including the Bump N Go Robot. Handheld blasters will also be available, such as the Handheld Hurricane, which will add to the mega bubble blowers such as the Gazillion Tornado and 3D Bubble Blaster. Gazillion will also benefit from TV advertising and a full digital and kids press marketing plan, ensuring brand awareness is at its height as the warmer months approach.

The Funrise team will be taking Tonka to a new level with a choice of tough vehicle options for retailers to choose from. High on the agenda is the launch of the new Tonka Climb-overs, the 4x4, motorised, off-road vehicles that climb over almost anything. There’s a number of playsets to choose from, which all interconnect using a Click N’ Climb track system to create countless obstacles. Take the vehicles for an off-road outdoor adventure and watch as they manoeuvre through almost anything in their way! TV advertised the new Climb-over series has many fun sets for tough kids to get to grips with such as the Snake Pit Pass and Ripsaw Summit.

Also added to the line-up will be a full range of Tonka Metal miniature die-cast vehicles. There are many to collect, making them then perfect entry level purchase with Tonka quality at a pocket money price. All the renowned Tonka collections will also be available, including the Tonka Steel and Lights and Sounds series, which come with the parental endorsement that has been built over generations.

On a softer side there’s a chance to see the new plush Sing-a-malings, which are quirky, tuneful characters that love to sing. Kids press their tummies and their mouths will move in time with the tune they sing. The range of My Little Pony feature plush continues to grow and will be available in many options, ranging from 3’’ Ponies with clips to 20’’ large Ponies.

Supermarket treats GP FLAIR 0208 643 0320 www.flairplc.co.uk

South Lounge

With the top girls’ brand, Shopkins, pet collectables and much more, GP Flair has much to discover at this year’s Toymaster show.

Flair has built on Shopkins’ dominance in the market with the successful spring launch of Series 4. The new series brings Garden and Party time themes across the favourite two, five and 12 figure pack sets, and the inclusion of the new super cute Petkins has also been a hit.

Building on the spring launch of U Hugs collectable quirky dolls, Flair has six new characters for autumn, plus separate Pin Packs to add to the style combinations.

Also for girls, retailers can rediscover the delights of Betty Spaghetty, who has been brought bang up to date for 2016, plus new collectable puppies and kittens from Pet Parade.

Boys will be keen to collect all that’s new from The Teenage Mutant Ninja Turtles, whether it’s the collectable figures for the upcoming movie Out of the Shadows, or for younger fans the new figures with a Dino theme from the Half Shell Heroes range.

Cleaning up CASDON 01253 608428 www.casdon.co.uk

Carriage Suite

Casdon is an ideal choice for retailers at the Toymaster Show, with its range of role-play toys that come with big brand names and more than 70 years of experience.

The Little Helper collection is a firm favourite and has respected household names such as Dyson, Henry and Hetty.

The awardwinning and ever popular Dyson Ball allows little ones to imitate their parents around the house on their daily cleaning tasks.

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TELETUBBIES and all related titles, logos and characters are trademarks of DHX Worldwide Limited. © 2016 DHX Worldwide Limited. All Rights Reserved.

Time for tubby sales!

www.mvsports.com

0121 748 8000

PREVIEW TOYMASTER

Lights, construction, action!

GALT TOYS 0161 428 9111 www.galttoys.com

Ballroom

Galt Toys is guaranteed glowing results at Toymaster with the launch of its Glow Marble Run and Glow Super Marble Run. These action-packed marble mazes feature transparent coloured pieces and glow-in-the-dark marbles, allowing kids to construct a labyrinth of tubes, chutes and curves, then turn the lights off, place the marbles in the fluorescent starter tops, let them go and watch them glow.

The glowing marbles will travel down the see-through chutes, tubes and whirl around vortexes as if they are flying through the air, as the marble run appears to have disappeared in the dark. Suitable from four years upwards, the Glow Marble Run is a 35-piece set. The Glow Super Marble Run is a 60-piece set which contains extra paddle wheels, a 180 degree turn and staircase.

For the little ones in the household, Galt will be launching the Junior Ball Run. Suitable from 10 months onwards, the fun ball run comes with 15 large

slot-together pieces and five assorted coloured balls, with smiley faces, rattles and a mirror. Young children will enjoy building their very own marble run, discovering where to place each ball and how the balls travel down the track. Junior Ball Run is perfect for encouraging hand-eye coordination and the learning of cause and effect.

Celebrating 180 years in toys and education, Galt will be showcasing all-new products alongside its full portfolio of products. This includes the iconic Ambi Toys product range, as well as new products in Galt’s First Years and Active Play ranges. With a focus on young art and craft, new products will be added to the Activity Packs, Fairy Friends, Creative Case and Express Yourself ranges.

Bursting to get outside

Rule the skies

H.GROSSMAN

0844 209 2626 www.flyinggadgets.com

01416132525 www.ozbozz.co.uk

Recepti on Room

There are some great deals to t be had from Grossmans with special prices across best-selling lines speci including some of the best licensed inclu product. Grossmans are the ones to pro call for Ghostbusters merchandise ca this summer, in anticipation of the th new movie they have everything ne from scooters to the all-important fro slime! There’s a comprehensive line slim up of scooters, skateboards, pogos, helmets, bikes and a spectacular hel range of pocket money items from ran whoopee cushions to wobblers. wh Of course, HGL is famous for outdoor toys and the new line up ou this year includes the Galaxy Burst thi Scooter which has three fantastic Sc light up functions to light up the lig deck and the sides or both. The de new Light Burst scooter has a real ne solid so feel with an amazing array of lights on the deck which stay on li as a long as you scoot. All this and much more so visit their stand. m

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FLYING GADGETS

Carriage Suite

Flying Gadgets is pulling out all the stops to make the Toymaster show a great success for themselves and the retailers.

One of the leading distributors of the world class DJI range of quadcopters, the company’s entire range – including the latest addition, the Phantom 4 – will be available at the show. Flying Gadgets is among the first to have this unit available to retailers, which has been receiving significant amounts of media attention.

One of the company’s own IP, the Flying Gadgets X-Cam, will also be making its debut at Toymaster. This feature-rich, low-cost remote control drone has blade protectors, a long battery life, high definition camera, and 1GB memory to save those snaps. The significant addition to the X-Cam is a return-to-controller function that brings it back to base.

To mark the end of the bulk sales period, Flying Gadgets will be offering a number of discounts at the show, excluding DJI products.

Orders between £500 and £1000 will receive 5 per cent discount, £1000 to £5000 will get 10 per cent off, and orders above £5000 will qualify for 15 per cent off. All orders over £500 will also qualify for free delivery.

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PREVIEW TOYMASTER

What’s all the fuzz about?

ASOBI 01628 200077 www.asobi.co.uk

Carriag Suite e

Following a successful 2015, Asobi is delighted to be returning to the Toymaster May Show. The company has continued to grow by adding exciting new brands to the company portfolio, alongside some amazing developments to its existing brands.

Fuzzeez by the ORB Factory will see a major first for Asobi, as the company ventures into the world of TV advertising with a campaign on what truly is completely innovative and unlike anything else on the

Something real special

market. It will thrill children and adults alike, both with the making of the product and the finished result.

Also launching in 2016 is the successful Australian Micador early stART creative range, making art accessible to everyone and designed especially for children from 18 months old.

Minimondo is a range of beautifully designed soft dolls that celebrate individuality, imagination and style, coupled with the launch of Schmaze, a plush range that will help develop the sporting stars of the future. Commercial Director David Bottomley says: “Asobi will keep growing with our great brands and equally great toys – we are very excited for the future.”

Asobi is represented across the UK and Ireland by a great team of agents, passionate about the Asobi brands. This is backed up by a sales and distribution operation in Warminster that always focuses on customer needs.

Ballroom

GOLDEN BEAR 01952 608308 www.goldenbeartoys.com Golden Bear will be showcasing g a range of exciting new additions to its Twirlywoos collection.

Dance-Along Peekaboo features fun sounds and music, and sees Peekaboo dance across the floor.

Interactive Musical Chickedy and Chick, the Flying Twirlywoos, and the Quacky Bird Soft Toy will also be on show as well as the ever popular Very Important Lady and the mischievous Fun Sounds PeekaBoo. The In the Night Garden range continues to expand with hero lines Musical Activity Pinky Ponk and My Best Friend Igglepiggle, with both products packed with fun features. The company will also be showcasing Sleep Tight All Night, a 4-in-1 product that has been designed to help teach children when to sleep and when to get up, aiding the transition from cot to bed. These innovative toys can also become a daytime friend, available in a range of characters including a Teddy, Puppy, Unicorn and Igglepiggle. The Mr. Tumble Something brand is being refreshed with a new look Special b Talking Soft Toy, Lights and Sounds and the Talki brand new Mr. Tumble with Fun Tumble Tapp b featuring Mr. Tumble’s favourite phrases as f well w as the iconic Tumble Tapp. Mr. Tumble’s Fun Sounds Musical Car will also T join this popular range. Also showcased is j the t Justin’s House Playset which brings the popular TV programme starring Justin p Fletcher to life.

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A rainbow selection

Marquee

RAINBOW DESIGNS www.rainbowdesigns.co.uk 01329 227300 Rainbow Designs will have all their hot new collections on show at Toymaster from their renowned brands including Paddington, Peppa Pig for Baby, Roald Dahl and an exciting introduction to the brand new Thomas & Friends Nursery Collection.

Building the range GEOMAG 01189 721370 www.geomagworld.com

Ballroom

Geomag is building its UK business in 2016 with a strong range and retailer support package. A half-term and Christmas TV programme will underpin the high season, alongside a social media campaign. The Mechanics range provides a real insight into engineering and building skills, and joins the popular Panels and Colour ranges. The Glitter, Glow and Pink ranges also add play value to the line. An opening promotion to Toymaster members offers free stock, and this also applies to Christmas orders.

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PREVIEW TOYMASTER

On trend INTERPLAY

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01628 488 944 www.interplayuk.com Interplay will be showcasing its completely refreshed myStyle range as well as other popular ranges like FabLab and My Fairy Garden at the Toymaster Show this year. The myStyle range has seen a complete makeover. The fabulous new packaging design reflects this category’s shift towards more sophisticated products.

Trend analysis reports indicate that girls age eight plus now prefer non-toy craft kits with more grown up offerings. The range has a fast-growing fan base on social media platforms and will be supported by a multi-channel marketing campaign in 2016, targeting pre-teen girls, their parents and grandparents. Friends, fashion and expressing individuality are high priorities for girls aged eight to 12, and this is where Interplay’s myStyle collection ticks all the boxes by enabling girls to create beautiful on-trend jewellery and gifts.

The kits are being developed by a talented, professional jewellery designer and always deliver high quality end results that never disappoint.

Interplay will also be displaying its award-winning hero range My Fairy Garden at the show. My Fairy Garden was launched in January this year and has already shown a fantastic sales performance and received extremely positive reactions.

The My Fairy Garden TV advertising campaign began in March and is currently over delivering on the already high TVR objectives. The brand is also sponsoring Disney Channel’s Fairy Tale Hour throughout the summer holidays.

Interplay has developed the unique Grow & Play concept in the My Fairy Garden toy range, which has a mission to help children ‘discover the magic of nature through play’. The products in the range include: Fairy Garden, Lilypad Gardens, Fairy Flowerpot, Secret Fairy Door and Woodland Fairy Door. All these products include interchangeable and collectable pieces and are designed to encourage children to learn more about nature.

Children’s cosmetic range FabLab will also be showcased at Toymaster. The young and innovative brand offers a range of high quality, solvent-free kits like Style Lab and Scent Lab to enable girls to experiment with their style and fashion in a safe and fun way.

The FabLab brand will also be supported by an integrated marketing campaign to include TV advertising.

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Pre-school fun sorted Marque e MAGFORMERS

07887 787955 www.magformers.co.uk Magformers is offering a 10 per cent discount on all orders placed at the Toymaster show for delivery into store by the end of June.

The forward-thinking company is also offering a full range of bespoke PoS displays, designed and built in the UK, and specifically engineered to showcase some of the most popular Magformers lines. This includes a high quality free-standing display unit with play shelf and 15-inch media player, alongside a smart, sturdy shelf screen display with 14-inch media player and hanging shelf signs.

Magformers has more than 30 new products for 2016, including many starter sets for younger children aged from 18 months in its expanded My First Line collection. Magformers will be giving a focus to a number of its 80 product lines, and it will also be the first time that some retailers will have seen the company’s new themed box sets. And with UK astronaut Tim Peake’s return to earth in June, Magformers also has a number of sets featuring rockets, UFOs, spacemen, aliens and mooncraft including the Space WOW set and Magic Space set.

Retailers can also take advantage of some special show offers*: 5 per cent off orders over £500, 7.5 per cent over £1000, and 10 per cent over £1500.

Big fun!

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LITTLE TIKES 0845 0533 333 www.littletikes.co.uk Little Tikes will be showcasing a whole host of new launches at Toymaster and highlights include Newborn, Light ‘n Go and Little Tikes Wheelz. The Newborn range is ideal for a first new born gift while in autumn 2016 comes the innovative pre-school line Light ‘n Go. The line of five wild animal-themed infant toys uses lights to inspire babies from six months to 36 months to walk, cruise and bust-a-move! Meanwhile, Little Tikes Wheelz is the new and original range of fast and fun vehicles to be unveiled by Little Tikes. This exciting line includes the Tyre Twister RC and the unique My First Flyer Helicopter.

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Toymaster 2016 Find us in the Carriage Suite 17-19th May Come along to see the Bigjigs team and new toys!

Plus lots more from...

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Schleich UK, 4 Stansted Courtyard, Parsonage Road, Takeley, Bishopâ&#x20AC;&#x2122;s Stortford, Hertfordshire, CM22 6PU T: 01279 870000 E: schleich@schleich-s.co.uk W: www.schleich-s.com

PREVIEW TOYMASTER

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All dolled up MGA ENTERTAINMENT 08450 533333 www.mgae.com

North Lounge

MGA Entertainment and Zapf Creation will be showcasing all key brands at Toymaster, offering a chance to see new lines for AW2016 and Christmas.

MGA Entertainment brands will include Project Mc2, with its own Netflix original show, that is going from strength to strength. Num Noms is the new collectable craze that launched in March this year and has taken the category by storm. The new range – which features scented characters and flavours – will see new foodie themes and accessories added to the range later this year. For Bratz, there will be a range of cool new themes for AW16 expanding on the girls’ spirit animals and love for cool tech gadgets. Lalaloopsy focuses on the cute, original characters, plus two new products: one combining creativity with hair-play and one with an unusual surprise.

Building on the success of the new Style ‘n’ Swap segment that launched in January this year, there will also be a new Princess Style ‘n’ Swap theme. For Zapf Creation, focus will be on the number one and number two bestselling large doll brands in the UK, Baby Annabell and BABY born. New dolls and accessories for BABY Annabell will launch in AW, including a refresh of the core doll.

Unbelieva-ball!

MOOKIE

01525 722722 www.mookie.co.uk

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Mookie Toys will be presenting all of its new launches for 2016 alongside its already successful brands at this year’s Toymaster show.

The company’s most noticeable launches for this AW are Big Robots, Buddy Balls and Story Stars. Big Robots allow children to battle against each other with 24cm-tall remote control fighting robots. Buddy Balls are the super soft premium plush that magically transform into a soft colourful ball. Story Stars are the cuddly plush that read stories, sing relaxing melodies, playback personalised messages and project a colourful night light. Content can be tailored through the free Story Stars app and an in built memory means Story Stars are perfect for sleepovers, car journeys and bed time.

Fluffimals, Kazooloo and Peeka Puffs all hit shelves this Easter and have already shown a positive response. Fluffimals allows children to create, design and bring to life their very own cuddly bear using the Fluffy Factory.

Peeka Puffs are the fuzzy cuddly plush which can’t stop popping. Kazooloo allows children to battle against robots and dragons by scanning the Kazooloo board with their smartphone or tablet. Players become immersed in the augmented reality leaving them unsure as to what is real and what isn’t. Mookie will continue to strongly support all of these new launches through out 2016.

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In good hands THE PUPPET COMPANY 01462446040 www.thepuppetcompany.com Visit The Puppet Company’s stand at the Toymaster show to se all of the company’s new styles and ranges for 2016. Retailers that place a carriage paid order of £250 or more at the show you will receive a free Funky Monkey of their choice, with an RRP of £27.50!

The team also be showing lots of new designs including the new Tree House with Pond. This features a gnarled old tree with seven residents including a Tawny Owl, Kingfisher, Robin, Frog, Mallard, and Greater Spotted Woodpecker. Plus, sitting very proudly on the top, there’s a Blackbird on its nest incubating three eggs.

The Tree House with Pond is designed to have a carrying handle in the form of an old ivy-covered branch. All the seven birds and animals are finger puppets and create a delightful and educational toy.

The puppet also features amphibians, aquaticdwelling bird species, plus classic garden and woodland birds. The surface of the pond gives the impression that a little breeze has just rippled the surface on which the Mallard can go for a swim. The Kingfisher can perch on either branch so it can keep an eye out for some lunch.

Other new additions to the best-selling Hide–Away collection include Rabbit Hill, which comes complete with four delightful finger puppet rabbits; Coral House, which features four under the sea creatures; and the Dinosaur Volcano, which has three delightful dinos.

The Puppet Company has also revisited its popular Classic Collection of Dressed Animals. Beautifully made using a wonderful selection of materials and finishes, these puppets will delight both adults and children and provide hours of play value.

There are eight to choose from including Mr and Mrs Rabbit, Mr Frog, Mr. Owl and four other friends.

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Full speed SIMBA SMOBY 01274 765030 www.simbasmoby.com

Carriag e Suite

Simba Smoby will again be presenting a full range at the Toymaster Show this year. Headlining the range will be a completely new Transformers vehicles range by Dickie and a full range of Bob the Builder role-play toys from Smoby.

With the Transformers brand going from strength to strength and three new movies announced for 2017, 2018 and 2019, the Dickie range will offer Transformers fans new and exciting ways to interact with the Transformers universe across Die Cast, Light & Sound and RC play patterns — all with exclusive offers for Toymaster members.

The new Bob the Builder TV series has been generating huge audiences ahead of the autumn 2016 toy release that includes a complete Smoby role-play range of mechanical tools, electronic tools and workbenches. With Toymaster one of the lead retail partners for the Bob the Builder toy launch, Simba Smoby has created market-beating deals for Toymaster members on the core items in the range.

With YouTube viewing in the billions, Masha and the Bear has become one of the biggest pre-school properties in the world and the phenomenon is about to hit the UK. With the 2015 soft launch of Masha toys generating sell-out success in only a matter of weeks, Masha and the Bear toys are now available to order domestically for the UK toy specialist trade, and special deals on key items are available to Toymaster members.

Alongside evergreen brands and great value ranges such as SpongeBob, Steffi & Evi Love, as well as Simba Smoby’s excellent home delivery dropship service for Smoby’s large outdoor, garden and ride-on portfolio, this represents the Simba Dickie Group’s largest and strongest UK domestic offering ever.

Dino might!

Top dogs SPIN MASTER 01628 535000 www.spinmastertoys.co.uk

GREAT GIZMOS 01293 543221 www.ggtrade.co.uk Great Gizmos will be showcasing new and exciting toys and gifts from existing ranges this Toymaster Show and will also be introducing new brands Magic Sticky, Bead Bazaar and Charm It!, all of which proved very popular at Toy Fair.

Popular 4M is leading the way with the introduction of augmented reality technology to its Dinosaur DNA range to create virtual and interactive dinosaurs. The kits are available in T-Rex, Triceratops and Stegosaurus. Children can collect all three and make them interact, and take photos and videos to share. Fab new additions to the 4M Green Science Eco Engineering range include Best New Toy Award Winner Junk Yard Drummer that allows kids to turn used drinks cans and more into a drum set for the programmable robotic drummer.

In addition to many new items in the craft and science categories, 4M has developed Young Minds, a safe and simple range for younger children that explores STEM. The collection combines learning with hands-on fun in brilliant and bright colours.

Drawing Room

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With PAW Patrol's Air Patroller and Air Rescue Pups, a great new range of figure, plush and playsets for DreamWorks Animations Noddy and sales of Kinetic Sand blasting ahead, Spin Master have lots to talk about at Toymaster.

Look out for Chubby Puppies as 2016 sees the introduction of further puppy breeds, along with fashion accessories from spring. The introduction of Chubby Puppy Friends sees a new range of Kitties and Bunnies with the same adorable features.

The range will be TV advertised throughout spring.

Air Hogs has introduced the unique and easy to fly, TV advertised 360 Hoverblade for spring 2016. A new range of Batman themed Spy Gear products is also available. Two huge entertainment licenses for Spin Master in 2016 are The Secret Life of Pets, from Illumination Studios, the brains behind Despicable Me and Minions, and Angry Birds from Rovio. Both ranges will feature plush, collectables and playsets — all released in time to support the movie launches. Visit their stand to hear about the full range.

toysnplaythings.co.uk to oysnplaytthings.co.uk

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Our ABC Certificate provides accurate, independently verified circulation figures, giving you confidence in your advertising investment.

If you want to reach 5,123* total average net circulation, then call Ryan Horwood on 01442 289945 or email ryan@lemapublishing.co.uk *. Circulation figure relates to period from 1st July 2014 to 30th June 2015

For more information visit www.abc.org.uk or email info@abc.org.uk

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Vinyl countdown GIBSONS 020 8661 8866 www.gibsonsgames.co.uk

Drawing Room

Gibsons will showcase its spring releases for Toymaster customers at this year’s show. The range comprises seven new puzzles that come in a variety of piece counts and are painted by some of Gibsons’ most popular artists.

The first of the new lines is a 2x500-piece multi-box jigsaw that transports puzzlers back to 60s, when the mods and the rockers ruled the beaches along the south coast of England. With leather jackets, side burns and Brylcreem in their hair, the rockers are depicted on one 500-piece puzzle, while the mods, with their fine-cut trendy clothes and parkas, sit on Lambrettas in the second 500-piece puzzle.

There are three new 1000-piece puzzles in the spring range by Jim Mitchell, Steve Crisp and self-taught artist, Aimee Stewart. New to the Gibsons range for 2016, Aimee’s puzzle Vinyl Revival celebrates the music that shaped the second half of the 20th century. Among the array of memorabilia are old gig tickets, brightly coloured picks, and classic vinyls from the nation’s favourite idols.

Other releases include a new panoramic 636-piece puzzle, and an extra-large pieced jigsaw that feature lots of furry friends! Swing by the Gibsons stand at the Toymaster Show to see the new jigsaws, games and iconic gifts.

Family fun RAVENSBURGER 01869 363800 www.ravensburger.com

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Ravensburger’s BRIO range boasts a whole host of new products this AW. BRIO World will introduce a range of Fire and Rescue themed products, with railway playsets and lots of accessories.

Also look out for Ravensburger's Disney Eye Found It! game, which will be supported by a heavyweight TV campaign in AW. In this fun family game, players aged four and up make their way through 12 Disney realms, racing to reach the castle before the clock strikes 12. Heavyweight TV campaigns for Labyrinth, Bugs in the Kitchen and Scotland Yard will continue this AW. New children’s puzzles to look out for include Finding Dory 4 in Box, Paw Patrol 4 in Box, Teletubbies My First Floor Puzzle and Bing My First Floor Puzzle. Puzzles and games for new licensed properties such Secret Life of Pets, BFG, Teletubbies, Go Jetters, Finding Dory, My Little Pony, Tolls, Emoji, and several others, will all be available at the show.

The adult puzzle range will feature several new additions to the range as well as the 20th Anniversary Limited Edition Christmas Puzzle. This celebratory, limited edition, 1,000-piece jigsaw features Santa at his work Christmas party. The Chrysler Building and Statue of Liberty 3D Puzzle Night Edition puzzles will be available this AW, along with the new 3D Puzzle Collection, which include a flower vase, pen holder, jewellery tree and a vanity box. This fun and colourful range is perfect for those who want to turn their completed 3D Puzzle into a functional and practical everyday item.

42

Marbelous toys MARBEL 0845 6000 286 www.marbeltoys.co.uk

Marquee

Marbel Toys will be exhibiting at this year’s Toymaster Show. On display will be a selection of new items from the spring summer range of Hape, Bullyland, Nanoblock, Kinetic Sand and more. Some of the new products from the Nanoblock range include Buckingham Palace, Sydney Harbour Bridge, a Ring Tailed Lemur and a lovely Mother and Baby Monkey.

Hape celebrate their 30th birthday this year and to commemorate this anniversary they have launched a campaign to help children in need in countries such as Nepal, Syria and China. The campaign named We Care We Share is a yearlong donation plan where for every anniversary building block toy sold around the world a toy will be donated to a child in need in a country such as Afghanistan or Syria. The anniversary range contains four of the best-selling Hape toys. These are the pull-along puppy, building blocks, dynamo dominoes and pound 'n' tap bench in anniversary red and gold colours wrapped in beautiful special edition packaging. The packaging also contains a serial number that allows customers to identify where the donated toy went to.

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PREVIEW TOYMASTER

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TRENDS UK 01295 768078 8 www.trendsuk.co.uk .co.uk Trends UK willl be showcasing the he high-profile Shopkins Kinstructions range from The Bridge, ge, creative Play-Doh Doh Play and Put Away items from PPG, and the TV promoted craft brand Fairylane Sparkletopia. New to Trends will be the Peppa Pig ELAs, launching this summer, with TV line the Alphaphonics Campervan as the hero item.

Those looking for science and STEM items can see the new young-Haynes First Tech kits, realistic science products with new Discovery Kids branding, plus Fright Factory and Trends’ own Science Mad kits. The NERF Elite Spinning Target and Alien Mission game from Megableu will be featured in the Toymaster catalogue.

A twist on the classics ORCHARD TOYS 01953 859525 www.orchardtoys.com

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Orchard Toys are back at Toymaster for another year, showcasing their new range of mini games. The range introduces Orchard Toys’ lowest price point on games, allowing them to enter into the under £5 market.

Based on traditional family favourites, the range gives classic games a fun Orchard Toys twist, including: Dinosaur Dominoes, Little Bus Lotto, Jungle Snakes & Ladders, Build a Beetle, Crocodile Snap and Penguin Pairs.

Orchard Toys are excited to be entering this market and believe the compact, travel-size mini games will also be popular with those wanting to use them both at home and on the go.

Visitors to the show can take advantage of Orchard Toys’ show deal. Orders over £400 placed at the Toymaster show will receive Orchard Toys’ new mini game range free. Each pack comprises 18 books (three of each title) and an impressive CDU, worth around £90 SRP.

44

Farm life is for me SCHLEICH 01279 870000 www.schleich-s.com

Carria Suitege

Schleich will be highlighting new additions to its distinguished play worlds at Toymaster, as well as showcasing its new branding, POS and trade marketing.

Farm Life is one of Schleich’s evergreen collections and for 2016 will receive a major overhaul. For the first time, the horses will move out of the Farm Life collection and becomes its own range known as Horse Club.

This new brand will offer a standalone range that includes all the favourite breeds, accessories and playsets such as the Horse Stable in new branding and colouring. It will be supported by extensive marketing and PR support which will include a collectors club where members can further engage with the brand.

The pre-school offering from Schleich is also a key focus for the year ahead as both the Farm Life and Wild Life collections now focus on this younger age group. The Wild Life collection is now split into Safari, Jungle, Forest, Ice and Ocean rather than continents opening up exciting play worlds for pre-schoolers.

For DC Comics, further characters will be available with Batman v Superman leading the way in the first half of the year, along with Wonder Woman, Aquaman and Cyborg. The Justice League superheroes will meet more of their arch enemies from July as Batman vs Bane and Superman vs Lex Luthor Scenery Packs become available.

The favourite Dinosaur range will strengthen its offering even further in 2016 with many new dinosaurs to collect plus a new Mini Dinosaurs with Puzzles range. In addition, a Giant Volcano playset will explode in the second half which is the first playset for the dinosaur portfolio.

Wow! That’s wonderful LEARNING RESOURCES 07872 377 302 www.LearningResources.co.uk

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Learning Resources will be exhibiting exciting new additions and best sellers from their award-winning early years science ranges including: Primary Science and GeoSafari Jr. The company will also be showcasing their Playfoam range, the mess-free sculpting material for tactile and sensory learning.

The Primary Science range has expanded with three new sets for 2016.

New additions include: Wow and Wonder, Outdoor Discovery and the Shining Stars Projector. The versatile range is suitable for ages three and above, encouraging scientific discovery with hands-on tools for the youngest of learners. Best sellers from the range include favourites such as: Jumbo Tweezers, Jumbo Magnifiers and Big View Bug Jars. Visit them in the marquee to benefit from their exclusive show offers.

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Driving sales WILTON BRADLEY 01626 835400 www.wiltonbradley.co.uk

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Wilton Bradley has added a whole host of exciting new brands and new products to its portfolio this year, many of which will be on show at the Toymaster show.

The new Force Flyers patented, motion-controlled drones are set to take the drone craze to a whole new level this year.

Force Flyers’ drones are controlled by a unique glove that allows users to fly the drone using just hand motions. It makes flying drones much easier, more exciting and intuitive.

Wilton Bradley will also be showcasing its new Xootz brand, which brings a fresh twist to wheeled toys to the UK in 2016, and offers eyecatching designs, and safe, quality products for active children.

Inflatables brand Bestway will also be on show. As Bestway’s exclusive partner in the UK, Wilton Bradley carries an extensive domestic range, meaning that it’s not too late to buy or top up for summer 16. From Disney Princess paddling pools to Star Wars pool ride-ons, right up to huge above ground pools, Bestway has summer inflatables covered.

Other must-see products include the Electric Mercedes SLS Ride-On, the Electric Ride-On Fire Engine that blows bubbles and the Goaline Football Air Disc, which hovers on a cushion of air!

Wilton Bradley is always keen to support Toymaster members and encourages them to visit them at the show for more details on all its offers.

Making a splash BANDAI 01489 790944 www.bandai.co.uk

Carria Suitege

Bandai is counting down to the summer release of Disney’s Finding Dory. Some of the toy range will have hit shelves by the time everyone arrives in Harrogate, but there’s no danger of missing out, with plenty of opportunity to take advantage of the launch FSDU deal and capitalise on the hype surrounding the movie.

Finding Dory toy highlights include the collection of Swigglefish characters, interactive feature plush, bath squirters and games, which will also be included in a show-only deal to coincide with the DVD release in November.

Also making a statement on a bigger show stand this year will be Power Rangers Dino Super Charge, supported by a special launch promotion with FSDU designed especially for Toymaster members featuring an exclusive catalogue line. There will be plenty for a young Power Rangers fan to choose from when they find the dedicated display in stores from July.

In the world of miniature collectables, Pinypon is back with a new series of figures and playsets with a fairy tale focus.

The mix and match message is clearly communicated to consumers on the striking double sided FSDU, which is available now with an introductory offer on the Pinypon figure with pet sets.

Bandai will also showing its 2016 baby doll collection from Nenuco, the new Nancy fashion dolls, Hatch N Heroes and the much loved Monchhichi.

Sing it loud!

WORLDS APART 0845 602 2119 www.worldsapart.com

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Worlds Apart will be returning to the Toymaster show this year to showcase a bigger toy offering than ever before. SelfieMic will launch worldwide from July with a heavyweight marketing campaign and strong global distribution. Combining innovation, technology and hot trends, SelfieMic allows kids to sing like a pro and create their very own music videos. Featuring an adjustable selfie stick with working microphone, earpiece and free StarMaker app, SelfieMic enables kids to sing, lip sync and perform to thousands of their favourite songs, add cool effects, and share their videos with friends.

Diving into the world of digital, Worlds Apart will also be showcasing its new range of Headphone Hats. These soft, safe, characterised headphones transform children into their favourite characters as they listen to music or watch videos.

Combining fun design, comfort and safety with the hottest licences, Headphone Hats are a great gift for kids.

Keeping kids active has always been a focus for Worlds Apart, and its new active game LimboHop is the latest craze to get kids moving. Already seeing fantastic sell through in SS, LimboHop will continue with TV advertising and a heavyweight marketing campaign into AW. Back for its second year after a successful relaunch in AW15, the nine-times award-winning DreamTown brand will continue to spark imaginative play in 2016 with a new Rose Petal Cottage accessory launching, and an AW TV and marketing campaign. With exciting new launches and talkedabout toys, the 2016 Toymaster show will highlight what is set to be a huge year for Worlds Apart.

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PREVIEW TOYMASTER

Lots to smile about Mar WINNING MOVES

0207 298 9507 www.winningmoves.co.uk

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Kids can voyage back in time to the magical, enchanting world of Disney with Disney Classics Monopoly!

As they travel through fairy-tale lands, encountering all of their favourite characters from the most loved animations of all time, they will be able to turn those magical moments into Mickey Mouse money, scooping up all of your favourite properties along the way.

Don’t underestimate the power of the dark side, join forces with Winning Moves for the highly anticipated arrival of Episode 7: The Force Awakens Top Trumps. Top Trumps for Episodes one to six are already available, and now all the new characters become part of the favourite card game.

Kids that are emoti crazy will love Top 30 Emotis Top Trumps, which features all of their favourites, from Heart Eyes to Wink face. Packed full of stats, discover which emoti is the friendliest and which one has the highest twitter ranking!

The World Football Trivial Pursuit is for those who fancy themselves as the ultimate football expert. This special edition comes with a variety of categories, from Record Breakers to the World Cup The friendly but forgetful blue tang fish Dory is in search of her loved ones, and fans can embark on an epic journey with Disney’s Finding Dory new Top Trumps pack. Kids can re-live all the unforgettable moments of her quest to find her family - and remember... just keep swimming!

Visit Winning Moves’ stand at the Toymaster show to find out what new products the team will be unveiling.

Oodles of fun VIVID 01483 449944 www.vividtoysandgames.co.uk

Carriag e Suite

New to Vivid’s Thunderbirds Are Go range in AW16 is the 50cm Supersize TB3 Playset with amazing launch smoke! Nocto is the light-up bat with ‘battitude’, boasting over 50 interactive features including six different moods.

There’s brand new feature plush with Oodlebrites, which magically light-up and change into one of seven colours when tapped.

Meanwhile, there are two toys in one with Flip A Zoo – simply flip to transform one furry friend into another - and little ones will love the motorised Chuckle Ball which erratically bounces around.

Zippeeez are cute collectable characters full of miniature magical movement, and there are over 60 charms to collect, wear and display with new collectable Charm U. Plus the microscopic mayhem continues with Fungus Amungus as a further 100-plus new figures are launching for Batch 2.

Kids can improve their skills with the Harry Kane football range or launch paper planes up to 30 metres

46

with the Paper Plane Shooter!

Other great introductions see kids battling to victory with Batman v Superman Laser Battle, creating emojis in seconds on-the-go with PiXL Generation 2, firing virtual arrows at opponents in Laser Arrow, and building their baking confidence with the new Real Baking range! There’s also exciting extensions from evergreen brands AniMagic, AniMagic Rescue Hospital, Care Bears and three fun new Crayola games for all the family.

Vivid Group’s Drumond Park Division continues to live up to its reputation as the UK’s leading independent games brand with four new kids games in AW16.

Celebrating its 100th year, Crayola will be showcasing its innovative lines including the new Cling Creator and Easy Animator for hours of fun. Crayola is Game On for 2016 with three exciting new games for all the family to enjoy! Celebrating its 100th year, Crayola will be showcasing its innovative lines including the new Cling Creator and Easy Animator for hours of fun. Crayola is Game On for 2016 with three exciting new games for all the family to enjoy!

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Crystal clear

Carriage Suite

CLEMENTONI 020 3206 1101 www.clementoni.com

Clementoni will showcase a host of new products for AW 2016 at the Toymaster show, putting a strong focus on the infant nt market with Baby Clementoni, as well as the education and development category with science ce and puzzles product ranges.

Sandy Cuddle and Learn bear will be TV promoted, and parents can download an app which brings Sandy to life on screen. With the Sandy Cuddle and Learn bear, children can learn ABCs and numbers, as well as develop their hand-eye coordination.

The science category has alwayss been strong for Clementoni and Create your Crystal has been a top seller throughout 2015 and has continued to maintain its appeal so far this year. Adding to the range for 2016 is

tthe amazing Cyber Robot, a programmable robot that is directly controlled via an app on smartphones and tablets d with Bluetooth connection. Cyber Robot registers and w executes all demands in real time and comes complete e with sound effects and lights to add to the robotic w experience. Children can also take photos and videos while e Cyber Robot is in action to capture their finest commands.

C Self Learn is one of the four play modes, where Cyber S Robot will register all commands and reproduce the saved R paths. Cyber Robot can also be played with offline in a p manual programme mode. The Mechanical Laboratory is a m modular construction system with varying levels of m difficulty offering strong play value. The kit comes with over d 200 pieces with almost 50 constructions possible including a helicopter, car and crane. Hours of fun are guaranteed, it is a great product for encouraging quality family time. Both Mechanical laboratory and Cyber robot will be TV promoted.

Furry friends

Brand stand

POSH PAWS

SAMBRO

01268 567317 www.poshpawsinternational. co.uk

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Posh Paws will be showcasing its newest plush, gifting and backpack collections at Toymaster 2016. Visitors to the stand will be able to see the very latest toys and bags for this year’s blockbuster movies, including Zootropolis, Jungle Book, Captain America, Secret Life of Pets and Finding Dory. Posh Paws will also have some of TV’s most beloved children’s characters, from Disney brands Miles and Sofia, to ITV’s Thunderbirds and CBeebies’ Sarah & Duck.

There will also be the key Toymaster catalogue lines, including the fantastic Finding Dory 8” assortment. The Teletubbies have made a welcome comeback on screen and at retail, Posh Paws’ range of back to school bags will be on show as well as the one shown in this year’s catalogue.

From bags back to plush, the final catalogue line on the stand is the all new Disney Junior Lion Guard assortment. The range includes all the key characters from the hottest new TV show.

Tsum Tsum plush will of course be on show as it continues to go from strength to strength.

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0845 8739380 www.sambro.co.uk SAMBRO is looking forward to taking part in the Toymaster show for the first time. The company has grown rapidly over the past few years and is now one of the leading licensed product manufacturers in the country. Creating ranges across multiple categories, SAMBRO has cemented its reputation as a company that delivers award-winning, high-quality lines working with some of the biggest licenses around, including Disney, Hasbro, Nickelodeon and Universal.

The company will showcase some of its hottest new collections at the show, including key lines from its Frozen, Finding Dory, Tsum Tsum, Disney Princess, Marvel Avengers and Star Wars ranges. Also on show will be new additions to supremely popular collections including PAW Patrol, Blaze, My Little Pony, Shopkins, Little Tikes, Minions and Half Shell Heroes. SAMBRO produces ranges across varying categories including arts and crafts, bags, stationery, games, wheeled goods, pocket money and more, so retailers are able to cherry pick full licensed ranges or complement their existing licensed offering.

In addition to the licensed product ranges, SAMBRO will also introduce some unique new distribution lines, all of which will be supported by TV advertising throughout the year. Fresh from success at this year’s trade shows, Frozen Impact is a brand new action toy for boys which allows them to create frozen cars to drive and crash. Wha Whaa Whacky is a new range of plush featuring hilarious sound effects that kids and adults will love.

Kawaii Cubes are a new plush collectable - as well as featuring top characters from both DC Comics and Warner Bros, Kawaii Cubes have perfect on-shelf appeal.

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PREVIEW TOYMASTER

A toy dream world MATTEL 01628 500 000 www.mattel.com

French Restaur ant

Visit the stand in the French restaurant area of the Majestic Hotel where Mattel will unveil new and exciting launches, unparalleled marketing communication plans and fantastic retailer opportunities.

The brand new and groundbreaking franchise DC Super Hero Girls will be at the show. Mattel will launch as the master toy licensee including 12’’ action dolls. Barbie continues to champion empowering entertainment themes when she becomes a space explorer in DVD release Starlight Adventure this autumn, supported with an extensive marketing programme and an innovative doll line.

Barbie's magical world of Barbie Dreamtopia continues to go from strength-to-strength with a great toy range including a super tall 17’’ Barbie Princess Doll with extra-long tresses for endless hairstyling fun.

Monster High will build on strengthening girl’s connections with core characters in origins story DVD Welcome to Monster High.

The Mattel stand will also be showcasing the Ghostbusters toy range, bringing to life all the thrills and chills from the upcoming film release of Ghostbusters 3 in July.

Hot Wheels sees the launch of the Ultimate Garage Playset for mega action and big adventures, featuring multiple action zones and parking spots for 36 cars.

Mattel and DreamWorks introduce Dinotrux, welcoming children to the world of giant creates that are half dinosaur and half construction vehicle. The toy range includes the DinoTrux Power Revvitt featuring unique Reptool sounds and a tail-activated spinning drill head. Fisher-Price is building on the success of BeatBo, expanding this innovative interactive range with BeatBelle, BeatBark and the Bright Beats Dance Mat. The Fisher-Price friend’s portfolio has more exciting launches with the new Go Jetters range which will includes the Jetpad Head Quarters playset.

Hit the bricks!

WEST DESIGN PRODUCTS 01303 297888 www.westdesignproducts.co.uk This year West Design Marque will be introducing the e new LEGO Stationery range, which includes a very special line that lets fans build their own ruler out of official LEGO baseplates. Whether they want the ruler to be 15cm or 30cm, the choice is incredible thanks to the versatile building options that even allows them to add wheels or a minifigure! LEGO Stationery makes the perfect gift for all LEGO fans.

For those bubbling with creative juices, Creativity for Kids is the way forward, with new sets such as Pom Pom Rug, Create Your World, Light Up Doodle Art and much more.

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Hero products UNDERGROUND TOYS 01708 372727 www.underground-toys.com

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Underground Toys returns to the Toymaster Show this year with an extensive range of new products.

There’s plenty from popular licenses such as Captain America: Civil War, Star Wars and Ghostbusters, which sit alongside the extremely popular range of POP! Vinyl figures and the new Metals Die-Cast collection.

To support the latest Marvel film, Captain America: Civil War, Underground has developed new talking plush in various sizes. Joining the existing Marvel collection will be Black Panther, Falcon, Cross Bones and Captain America: Winter Soldier, as well a new Iron Man talking plush. All this and lots more, so visit the Underground stand!

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INKredible selection RE:CREATION 0118 973 6222 www.recreationltd.co.uk

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Re:creation’s Snuggables portfolio continues to deliver great results and proven winner Stretchkins plush remain a big focus with the Pink and Purple Bear refreshing the line-up for summer.

Illuminating cushion range, Bright Light Pillow, is boosted with the introduction of the Princess Crown shape and the incredible Beatz Star.

New range for 2016, Pop Out Pets deliver fantastic value all round. These animal themed plush can be flipped inside out to reveal three different animal characters.

Re:creation re-enters the family games category in the second half with three innovative new launches with Dynamite Dare, Spy Code and Who Tooted?.

With two of the hottest licenses on board, Inkredibles Activity sets offer great value for young fans of Thomas & Friends or the unstoppable PAW Patrol gang. The results-driving, collectable LEGO Lights collection adds a fantastic collection of Star Wars Episode VII keylights for 2016.

They feature the blockbuster’s favourite characters.

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Come and see us at: The AIS Toy & Gift and Toymaster shows!

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