Party Party

Month: Jan/Feb 2016 Issue 4 Volume 16

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HA V E A W I L D TI M E WI TH W I D M A N N !

WIDMANN S.r.l.

W M I LANO

Party Fashion

Vi dellâ&#x20AC;&#x2122;Industria, 3/C Viale 20020 Busto Garolfo (Milano) - Italy 20 Tel. (+39) 0331 560001 - Fax (+39) 0331 537565 Te E-mail: info@widmannsrl.com E-

www.widmannsrl.com w

National UK Wholesaler/Distributor Tel. 01702 447676 - Fax 01702 447677 E-mail: sales@sanctointernational.co.uk

www.sanctointernational.co.uk

contents Issue 3 Volume 16

Regulars

Party Party team

5 Leader with Rhys Thomas 6 News – what’s the latest?

Editor Rhys Thomas rhys@lemapublishing.co.uk

10 Licensing news – the latest from the world of licensing

Advertisement Manager

12 Movie News – what is happening on the big screen

Bradley Mason bradley@lemapublishing.co.uk

14 What’s New – we bring you the latest releases

Grp Advertisement Manager

20 Party Patter – the retailers have their say

Ryan Horwood ryan@lemapublishing.co.uk

24 Retail Interview – Harlequin Fancy Dress owner Gill Goodchild talks to Party Party about taking over the shop and the store featuring on TOWIE

Publishing Director Mark Naish mark@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Features

Managing Director

16 Range in Focus – We take a look at Unique Party’s fantastic range of new products

Malcolm Naish malcolm@lemapublishing.co.uk

30

42 Pretend to Bee – Pretend to Bee highlight its great line-up with Party Party 46 Licensing Superstar – Party is intrinsically linked to licensing – we highlight some of the key licenses for 2016

15 Party on! – PartyBox Wholesale have opened their doors to customers, we find out more

48 Simon Elvin – Party Party talks to Simon Elvin Ltd’s Edward Williams about the changing market place

30 Spring in to the fair – Our preview of Spring Fair 2016

50 London Toy Fair – We review this key date in the UK toy calendar 52 Nuremberg – Hall 9 is where it is at in Nuremberg.

42

57 Education Harbour – See the rainbow with Education Harbour

Columnists

PUBLISHING

28 Talk to an Angel – Angels’ Director, Emma Angel marks the company’s iconic history

Lema Publishing Ltd 1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB

44 Mark Brett – Giving the customer what they want

Telephone: 01442 289930

At the heart of retail The views of the contributors expressed in this journal are not necessarily those of the publisher. Comments, letters and criticism are welcome.

54 The Word – John Bowler looks at the money-making potential in corporate decor 56 Recipe of the month – Sue Bowler CBA is inspired by love

Fully stocked warehouse. Contact us now to benefit from our special offers.

0203 667 2721

www.dressupamerica.co.uk

sales@dressupamerica.co.uk

Spring Fair NEC Birmingham Hall 12 Stand H10 - J11

www.henbrandt.co.uk

sales@henbrandt.co.uk

Telephone Te 01473 321900

Fax 01473 321925

5 Wentworth Road, Ransomes Europark, Ipswich, IP3 9SW

message from the

editor...

Spring is in the fair T the return of the ever he dust has finally popular catwalk shows and settled on 2015, demonstrations on The and what a year Stage, it’s shaping up nicely. it was. With a Of course, new product is bumper Halloween injecting what retailers and buyers a huge amount of sales head to Birmingham’s NEC into the industry, everyone for and Hall 3 will certainly benefitted from this ever be packed full of that. Head to page growing occasion, and new 32 and get a head start on planning celebrations such as baby showers for the show with our Spring Fair bedded in as a new and reliable preview. stream of revenue.

We’ve also got a special feature The October celebration will with Unique Party, which gave us an undoubtedly extensive look continue to drive We’ve also got a at its incredible sales this year special feature with range for 2016, as well - even though Unique Party, which including full party it doesn’t fall over a gave us an extensive ware ensembles weekend - and more look at its incredible for birthdays, and more suppliers range for 2016 themed parties, are bolstering their and the hugely popular baby shower ranges. But a new year baby showers. There’s brings with it new opportunities, and also a sneak peek of it’s licensed BAPIA’s John Bowler delves into that ranges for the new year, featuring the in his first column of 2016. hottest properties around, including John considers the as-yet largely Disney’s Star Wars, The Lion Guard, untapped market of corporate Minnie Mouse and more. And that’s balloon displays and event not all; the Thunderbirds range is decoration, and gives us some top ready for launch, Postman Pat has tips on striking out into this new a special delivery and Batman v avenue or finding new business if you Superman battle their way into the already have a few corporate events collection. Get the full lowdown from under your belt. Remember, the page 16. corporate market can be a little more On the licensed front, we also complex than serving your regular caught up with Pretend To Bee, customers, but on the plus side, they which is making waves for its British also have bigger budgets! designed costumes from the Natural The big event at this time of the History Museum, Cloudbabies and year is of course Spring Fair, and Thunderbirds Are Go. Director of with Bristol Novelty marking its 30th Sales and Marketing, Harrison Palmer, year at the trade fair, more than 40 talks designing for safety and ease exhibitors at The Party Show, the

of wear for infants, new licenses and extensions for 2016, and much more.

Back to our mantra of trying something new, Party Party highlights some new moves into the party industry this issue. Education Harbour Founder, Alan Sheridan, gave us a very interesting look at the company’s Rainbow Refraction Glasses, which when worn transform any lights source into a splash of dazzling colour. Already popular with kids, and even students for their raves and club nights, Alan says new CDUs and attractive pricing make this range a winner for any party retailer.

We also spoke to PartyBox Wholesale owner Tony Pike, who only opened the new Dagenham location on 5th January this year. Tony and wife Donna stepped in to take over from Cromwell Cards, which ceased trading, and already business is booming. You can read his interesting story on page 15.

See Unique’s new Thunderbirds range and more on p16

More from Unique Party’s Star Wars range on p24

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NEWS

Angels takes flight with top BAPIA makes it award at Baftas Angels Costumes has won the Outstanding British Contribution to Cinema Award at the Baftas. The gong will be presented at the Royal Opera House on Sunday 14 February. The costume specialist is in good company, with former winners including I cannot BBC Films, Sir Kenneth the Harry Potter think of a more Branagh, films, Sir John Hurt and deserving Peter Greenaway.

Dame Pippa Harris, the recipient and chairman of Bafta’s Film would like to Committee, said: “It’s congratulate extraordinary to think Tim Angel and that the company has been in existence longer the whole than cinema itself. It has company supplied costumes for a remarkable range of films Dame Pippa from Doctor Zhivago and Chariots of Fire to Harris, Shakespeare in Love and Chairman of Gladiator, as well as this Bafta’s Film year’s Cinderella and The Danish Girl. I cannot Committee think of a more deserving recipient and would like to congratulate Tim Angel and the whole company.”

Tim Angel OBE, Chairman of Angels, commented: “I am delighted that Angels’ contribution to film has been recognised by Bafta. As cinema has evolved and changed, so too has Angels, and we are looking forward to seeing what the next hundred years of film will bring.”

With a collection that spans eight miles of hanging rails, and is made up of more than a million items of clothing, Angels provides costumes for theatre, TV, film, photo shoots, advertisements and music videos.

“

”

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a hat-trick

For the third consecutive year, the Christmas party décor at the Great Ormond Street Hospital was arranged by BAPIA. A draw was made to select 25 BAPIA members who worked with Christopher Horne, Sue Bowler and Bob Armstrong to create a festive atmosphere at the four parties.

More than 2,000 children, parents and carers, plus a host of celebrities attended the events, which were held over two days and sponsored by Amscan International, Qualatex and BOC. As usual, the event was oversubscribed by BAPIA members and the manufacturers responded with their usual generosity.

John Bowler, BAPIA Chief Executive said: “I am always amazed at the level of support from all areas of our industry, I truly love organising and being part of this day. It is so inspiring to see our industry working together for such a great cause.”

“The friendships and networking that is forged at this event is also fantastic and we aim to continue to do this for many years to come, thank you to everybody who took part.”

An inflatable turkey suit on Premier Decoration’s stand

Harrogate Christmas & Gift growth continues

Premier voted best supplier of 2015 The Greatest Christmas Awards were announced at a party in the Majestic Hotel, Harrogate on 10 January.

Premier Decorations was once again voted The Greatest Christmas Supplier by Garden Trade News in its annual awards.

Accepting the award, Pravin Patel, Director at Premier Decorations, said: “We are delighted to have been voted as best supplier again.

This category is voted by retailers, so we are very pleased that our customers feel that we are getting things right and look forward to delivering the same excellent level of service in 2016.”

The Harrogate Christmas & Gift 2016 was another roaring success with exhibitors and visitors reporting brisk business as the show in January.

Show organiser, Simon Anslow, said: “Christmas & Gift has once again exceeded all expectations with visitor numbers up for the fifth year running and the potential for further growth highly likely. This is great news for the industry as a whole, indicating that the festive sector is more buoyant than ever. During the show we had numerous enquiries from new companies wanting to participate next year and potentially we may even have to expand into further halls in 2017.”

Chris Krall, the managing director IEP Wholesale imports, added: “We have had our best show ever and have made contact with buyers who we have tried to get in touch with for many years. We’ve been exhibiting at Harrogate since 2008 with our floral and home and giftware but this year launched a new Christmas collection and the response has been overwhelming. I can’t think of a better show to have launched this range – no other show attracts the quantity of quality buyers like Harrogate and we will definitely be returning next year.”

Next year’s show is from 8 - 11 January 2017 and exhibitor bookings will open in early March 2016. For more information visit www.harrogatefair.com.

Santa stops

by Unique Unique Party got into the festive spirit in December, with a Christmas jumper day for all the staff to take part in. But it wasn’t just for fun, the team dug out their ugly christmas jumpers and picked up new festive knitwear to take part in a nationwide charity event.

The team joined thousands of others - including the Party Party team! - around the country for Text Santa Christmas Jumper Day, a seasonal initiative for kids’ charity Save the Children.

www.partypartymag.co.uk

7

NEWS High five for toys

Imaginations run riot with World Book Day World Book Day is taking place on 3 March this year.

Dress-up suppliers nationwide are preparing for what has become a hugely popular day in the diary as schools encourage children to dress as their favourite character. A host of events are taking place throughout February and March to celebrate the event, including a Harry Potter Book Night in Leighton Buzzard Library and Theatre, story and craft days in many libraries around the country, a Peppa Pig Surprise Day in the Grand Opera House, York and much more. And it is not just for kids either – the Oxford Literature Festival takes place at the beginning of April with the likes of comedian David Baddiel and Ted Dewan, creator and author of Bing Bunny taking part. Visit www.worldbookday.com for some ideas on how you can celebrate the event in the your retail outlet.

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The best performance in five years saw the UK toy industry reach a whopping £3.2 billion in sales in 2015, retaining its position as the largest toy market in Europe. NPD’s Frederqiue Tutt announced the industry’s performance at the annual press briefing at London Toy Fair, where she also revealed that the market had grown 5.9 per cent - a yearon-year increase of £150m.

The bumper year was partly driven by blockbuster movie licenses, with Minions, Jurassic World, Marvel’s Avengers and Star Wars all making an impact, particularly in December, which saw 26 per cent of all toy sales, up nine per cent on 2014. But it was also a good year for the traditional sector.

“What is interesting about the 2015 performance is the lasting endurance of traditional toys such as building sets and action figures,” Frederique said. “It’s also great to see the variety in the toy industry where a fun game like Pie Face went viral on the internet, alongside the increasing popularity of traditional collectables.”

Frederique also pointed to the strong lineup of collectables in 2015 as a major driver of bricks and mortar footfall. The amount of toys bought online increased again last year, representing 37 per cent of all toy sales, but growth is rapidly slowing.

UK PARTY COMPANY FOR SALE Barbie evolves Barbie, the world’s most iconic doll, has had a revamp. Given her immense global status, Barbiethemed parties are a regular occurrence in homes up and down the country. Party retailers will surely be delighted to learn that property owner Mattel has announced that Barbie now has three body types – tall, curvy and petite. Not only that, Barbie now comes in a variety of skin tones, hair styles and outfits.

With these additions, girls everywhere will have infinitely more ways to play out their Barbie stories and party retailers have even more scope to market Barbie-themed events.

The new dolls can be viewed on Barbie.com and the collection will be available from spring 2016 at major toy retailers worldwide.

Retail stores & online sales • Turnover £3 million + • High nett profit • Valued at £4 million Will take discounted price for quick sale Please email to arrange a confidential discussion. ukpartycompany@gmail.com

www.partypartymag.co.uk

9

L

ICENSING NEWS

Party like a farmer

Partners take superheroes global The licensing programme for the upcoming Batman v Superman: Dawn Of Justice blockbuster can safely be described as mammoth.

Warner Bros Consumer Products (WBCP) has teamed up with a powerhouse slate of global licensees for a broad, multi-category licensing and merchandising programme for the film due for release on March 25.

Mattel will act as master toy partner while global licensees such Rubie’s Costume Co will also support with a new line of adult and children’s Batman v Superman-inspired costumes and accessories and Bioworld have apparel and accessories.

The impressive roster of licensees also includes a number of categories, ranging from apparel and accessories through to stationery and publishing where Hallmark has the greetings licence.

Themed parties are always a hit with little ones and if it’s farm products your customers are after, look no further than Tractor Ted, a leading UK supplier of children’s products based around real life farming fun including children’s gifts, farm toys, children’s clothing, live events and visitor attractions.

Among the new products launching for 2016 are the Tractor Ted Soft Toy, new Wellies, Tractor Ted Cutlery, Egg Cup and branded Pencil Tins, plus the all-new Tractor Ted Jigsaw range with three different fun farm puzzles - four, six and nine-piece.

These sit alongside the existing best sellers which include the Tractor Ted Wooden Tractor and Trailer, and the ever-popular Bath Squirters.

Tractor Ted has also signed a major commercial partnership with Nick Jr. who are showcasing 30-sec and 60-sec promotional clips across the Nick Jr. network and featuring the little green tractor on their digital platform.

From this popular children’s series has come an entire Tractor Ted world for pre-school children including live events, toys, gifts, clothing, homeware, partyware, and visitor attractions.

Ghosts with the most Picturehouse Central in London was the place to be on Tuesday 12 January, as licensees, potential partners, retailers and more packed into the cinema for a taster of this year’s release of Ghostbusters from Sony Pictures.

A full house of more than 170 licensees, prospective licensees, retailers and other partners were in fits of laughter and the film garnered rave reviews.

This strong response will add to the powerful momentum behind the ongoing Ghostbusters licensing campaign.

Rocket Licensing, appointed by Sony Pictures to manage the brand’s UK and

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Ireland licensing campaign, has already announced accelerated growth in UK licensee signings ahead of the film’s release date that takes in the summer break followed by Halloween.

With a home entertainment release to capitalise on Q4 activation, Ghostbusters provides a multitude of opportunities at retail.

Rob Wijeratna, Joint MD at Rocket Licensing, said: “The packed house says it all — this is the movie event that will

define the second half of 2016 for many licensees and retailers. They, and we, can hardly wait for July!”

The iconic parts of the original classic movie — logo, Stay Puft Marshmallow Man, Slimer, Ecto 1 vehicle and catchphrases — that caught the imagination of millions on the original film’s release in 1984 still enjoy almost universal recognition.

These familiar elements will be a strong component in the new version, which stars major comedy names Kristen Wiig, Melissa McCarthy, Kate McKinnon and Leslie Jones., and will be supported with a multi-million dollar marketing campaign.

Blaze of glory

Teletubbies are taking over TV DHX Brands has signed five UK consumer products licensees for the hugely-successful new Teletubbies, which launched on CBeebies last year.

Adding to the current roster of 49 licensees representing the property, DHX Brands has secured Kokomo for health and beauty products, which includes toiletries and dental; HTI will produce Teletubbies-themed toys, which include musical roleplaying and activity games as well as novelty items; Bladez will be launching a range of inflatable toys; Misirli has taken the licence for Teletubbies socks, and Whitehouse has the amusement category, including plush toys.

Products from these licensees are expected to launch in the UK beginning in autumn 2016.

Oddbods studio boosts licensing The company behind animated series Oddbods has signed three agreements with consumer products agents as it quickly expands its IP licensing activity.

Copyright Promotions and Licensing Group (CPLG) has been appointed by One Animation to cover most of Europe, the Middle East and North Africa, while Tycoon and International Merchandising Consultants (IMC) will handle Latin America.

The focus for the agents will be to develop a fullscale licensing programme across a wide range of consumer products.

The contracts with Tycoon, IMC and CPLG cover all product and promotional categories with retail store roll-out anticipated to begin in 2016. The new licensees will join UK and Ireland Master Toy distributor Golden Bear.

Racing into Amscan’s licensed party range is Blaze’s and his monster truck pals!

With more than 30 items in the range, including tableware, decorations, favours, balloons and accessories; this super-charged ensemble is sure to be a winner with fans of the new preschool TV show.

Set the scene with vibrant honeycomb and hanging swirl decorations, jumbo letter banners and table decorating kits and a perfect table setting with Amscan’s Blaze-themed tableware.

The new Blaze SuperShape and standard foil balloons continue the theme, plus guests can leave the party with matching favours to remember the occasion by.

Roald Dahl centenary licensing plans revealed Roald Dahl is always a favourite with party retailers given the author’s popularity during World Book Week so news of this year’s exciting licensing strategy developments is welcome.

Coinciding with a year of celebrations marking 100 years since the birth of one of the world’s best-loved storyteller, The Roald Dahl Literary Estate, in partnership with its licensing agency DRi, has developed a more focussed, contemporary and creative licensing programme.

Stephanie Griggs, who recently joined the estate team as its first in-house Licensing Manager, said: “The new look will be key to achieving standout and consistency on licensed products for the three hero titles.

“Building three programmes under the Roald Dahl umbrella will help licensees and retailers have a clearer sense of our licensing vision and deliver a bolder, more streamlined brand experience to consumers.”

The centenary – called Roald Dahl 100 - will deliver a year packed with treats and surprises for everyone, including a season of programming on the BBC, the release of Steven Spielberg’s bigscreen adaptation of The BFG, and re-jacketing of the full library of Roald Dahl’s children’s titles.

www.partypartymag.co.uk

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M

OVIE NEWS

Box office hits all-time high The global box office pushed past a record-breaking $38bn in 2015, according to global media measurement and research company Rentrak. The box office hit the figure as four of the seven highest grossing films all launched over the 12-month period.

Avengers: Age of Ultron, Jurassic World, Furious 7 and Star Wars: The Force Awakens all made their mark in the record books, and the highly anticipated Minions movie also topped $1bn globally. Each of the these tentpole releases

also brought with them a flurry of licensing activity and huge consumer demand, with Minions’ yellow fellows, the dinosaurs of Jurassic World, and Star Wars’ iconic characters, technology and locations driving sales at retail throughout the year.

Trade title Variety reports that, as it stands, the global takings will see a 3.5% leap from last year’s $36.7bn, but with final ticket sales still being counted and verified, 2015’s total movie haul could rise as high as $40bn.

Movie slate 2016 Films are big business for the party trade, with licensed costumes and partyware driving lots of footfall. Last year was full of brand new blockbusters, returning favourites, and the golden standard-setting Star Wars, and this year’s film slate looks packed with Hollywood smashes.

Here’s just a small selection of the highlights.

Jan

July

Star Wars: The Force Awakens

8 Tarzan 15 Ghostbusters 22 The BFG 29 Finding Dory 29 Ice Age: Collision Course

(Yes, it released in December 2015, but the blockbuster space saga is sure to pull in the crowds well into 2016.)

Feb 4 Deadpool 5 Goosebumps 12 Alvin and the Chipmunks: The Road Chip

March 11 Kung Fu Panda 3 25 Batman v Superman: Dawn of Justice 25 Zootropolis

April 15 The Jungle Book

August 12 Pete’s Dragon

10 Captain America: Civil War 13 The Angry Birds Movie 13 X-Men Apocalypse 27 Alice Through the Looking Glass

June 3 Teenage Mutant Ninja Turtles 2 24 The Secret Life of Pets 10 Warcraft

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Sony Pictures Entertainment has brought the release date of the next Spider-Man film forward three weeks, announcing that it will also come to Imax cinemas.

Opening now on 7 July 2017, and with a wider release through the larger screens, what is already popular character costume for party retailers is sure to get a big boost next summer.

Sony is working with Disney’s Marvel studios for the first time to produce the next film in this superhero franchise. Jon Watts is directing, with Marvel’s head honcho Kevin Feig and Amy Pascal producing. Tom Holland will wear the web slinger’s mask, while Marisa Tomei has come on board as Aunt May.

October 7 Monster High 21 Trolls

November 18 Fantastic Beasts and Where to Find Them

December 16 Rogue One: A Star Wars Story

May

Spider-Man swinging into cinemas early

The Force Awakens at the top Star Wars: The Force Awakens, has become the UK and Ireland’s biggest cinematic release. It overtook Skyfall’s £103.2m in the UK on 8 January, making that amount in just 20 days compared to the James Bond hit’s 66. It also makes The Force Awakens only the second movie in history to reach £100m in receipts in the UK.

EDUCATION HARBOUR WHERE SCIENCE MEETS MAGIC

• The best parties need the best diffraction glasses to take visual fun to a new high • The best party shops need the best trade prices to take profits to a new high ‘Party bag filler, table gifts and festival accessories markets all covered.

Fill in the Contact form at www.educationharbour.com for your free samples and trade price list. Or call free on 0800 756 9788

Regular

What’s new

Yes cheese!

InCharacter 020 87328879 www.angelsdistribution.co.uk InCharacter’s Lil Characters is well known for its adorable outfits, and in 2016 the collection gets bigger with the cutest of critters: a giraffe, tortoise and mouse.

These all-in-one costumes include easily accessible snap fastenings for nappy changing and skidresistant feet for safety. Not forgetting, a cheese toy is also included with the mouse!

Paws for thought Rasta Imposta 020 8732 8879 www.angelsdistribution.co.uk Whether it’s cats or dogs, Rasta Imposta has it covered with its Head and Paws sets. Each set includes one head - a cat or dog - and matching set of paws. One size fits most.

The two-in-one Pin the Tail on the Donkey costume makes for both a fun donkey and interesting party game. It includes a jumpsuit, headpiece, blindfold and two tails. X marks the spot!

Party on!

Amscan 01908 288500 www.amscan.co.uk Amscan has added hundreds of new products across its party, balloon and dress-up lines for 2016. From new licensed party ranges, birthdays, children’s parties, and weddings, to themed parties, stunning balloon designs, baby showers, plus lots of new costume designs and wearable accessories, there really is something to excite every party related retailer.

Check out the new ranges for yourself at Spring Fair on the Amscan stand Hall 3, stand A10–C11.

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Glitz and glam Unique Party 01724 281113 www.uniqueparty.co.uk Brand new for 2016, Unique Party is launching its GIANT 34” Glitz Numeral foil balloons. The new foils will be available in blue, pink and silver, and in numbers between 0 and 9. The balloons are perfect for all birthdays, anniversaries, and other milestone occasions. Visit the Unique Party stand at Spring Fair in Hall 3-3A, Stand 3F10-G11 to see these fabulous new balloons and the entire Glitz range. www.partypartymag.co.uk

21 9

PartyBox

Profile

Who wants to party?

The newly-opened PartyBox Wholesale has a lot to offer trade customers, owner Tony Pike tells Party Party magazine about this exciting new venture.

A

Becontree Avenue, literally a stone’s throw from the retail shop.

“It certainly was a challenge Essex. to get everything done PartyBox Wholesale on time, there were opened its doors to Plans are also walls to knock down, trade customers on 5 underway to offer and all fixtures and January 2016, stepping an online ordering fittings to be put into in to fill the void service with place, as well as all the which was left when delivery meaning stock to be ordered, Cromwell Cards ceased that PartyBox and put into place trading in Selinas Lane, Wholesale will ready for the customers Dagenham, at the end offer even more but, as always, the team of December. convenience at PartyBox rose to Moving into the for traders the challenge and the wholesale market was a nationwide. doors opened on time. natural progression for “The girls from PartyBox, which Tony Cromwell Cards have Pike and his wife Donna moved over to PartyBox started in 2011 with a single Wholesale, this means that shop in Becontree Avenue, when customers come in they Dagenham, and soon outgrew are greeted by the friendly it to fill three stores with party faces they are used to and who supplies, flowers and gifts as between them have a wealth well as a unit in Elm Park which of knowledge and experience they took over in January 2015. of the party supplies Tony says: “When we The girls from industry. become aware of the fact “Indeed, one that Cromwell Cards was Cromwell Cards customer has already going to close at the end have moved over said that coming to the of the year, we looked to PartyBox new warehouse was into the possibility of like visiting a home opening a wholesalers so Wholesale, this from home.” that locally there was still means that when The warehouse somewhere for traders to customers come in stocks everything go to buy their supplies. from greeting cards, “We identified premises they are greeted balloons, partyware close to our successful by the friendly and party supplies retail shop at 153- 157 faces they are used from all the leading Becontree Avenue, manufacturers.

Dagenham, and work to and who Helium gas is also started against a tight between them available for customers deadline to have the have a wealth of in a variety of sizes warehouse open in the actually, PartyBox has new year so that traders knowledge and been supplying gas for were not left bereft after experience of the customers for the past the Christmas break. party supplies few months from its “The warehouse is shop. at the rear of 131-133 industry new name has appeared on the party supplies wholesale market in

“

”

“

The warehouse stocks everything from greeting cards, balloons, partyware and party supplies from all the leading manufacturers

”

PartyBox Wholesale will operate the same hours as Cromwell Cards did, opening Monday to Wednesday 9.30am5pm, Thursday 9.30am-8pm, Friday 9.30am-4pm, closed Saturday, and open Sunday 10am-2pm. However, trade customers can buy gas on Saturdays from the PartyBox shop and it can also be delivered.

Plans are also underway to offer an online ordering service with delivery meaning that PartyBox Wholesale will offer even more convenience for traders nationwide.

In the Barking & Dagenham Chamber Of Commerce Business Awards 2015 PartyBox had a double triumph, taking the Business Of The Year title while Tony’s wife Donna was named Business Person Of The Year.

Tony adds: “As retailers ourselves we understand the needs of our wholesale customers and we aim to provide an excellent service at competitive prices.

“If you have not already been to the warehouse why not come and see what we have to offer?”

Contact details: For more information email: wholesale@partyboxuk.com

www.partypartymag.co.uk

15

Profile Unique Party

Welcome to the party Unique Party is launching a whopping 450 new products in 2016. Along with some fantastic non-licensed ranges, they are working with key licensors such as ITV, Coolabi, Disney, Marvel and DreamWorks to name a few – over the following pages Party Party takes a look at a taster of the company’s cracking product line-up

NLC ay hd s: ay t r i B blee of birthrdties; m e a g ensty’s newrrfeacnt for aalllleprina sic

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ed a nkey love s, G The ly baby irl and B Unique show ense Part oy v y m er e wea r alo ble incl r Monke sion of ude t ng w y h is d sar esig as fa it ang n. vour h adde e o d that boxes a additio f table give nd in ns s uch th vi spec e ensem tations ial to ble a uch.

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Sophie says…

“We have launched over 260 new nonlicensed items from full ensembles to complementing accessories for all occasions. Our new non-licensed ranges cater forr all occasions from birthdays to baby by shower to themed parties. Not only ly this, we have a variety of accessories to complement new and existing ensembles. Customers should look out for our new 34” numeral foil balloons available in Pink Blue and Silver – perfect for every aged birthday!”

Sophie Robinson, Unique Party

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rp s clas sic d arty en produc e sem e to. W signs bles d theme that atch t d h at ev with out for t eryone feature in R ode he can com rela plem o West wanted ern post te enti e n er ns have g ever additio emble, a n th yone at laug hing will .

NLC 34” Foil Balloons: Perfect for all aged birthdays! Unique has launched its 34” numeral foil balloons in Pink Blue and Silver which match beautifully with its existing Glitz range.

Star Wars Party Bags - bag up the goodies

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17 7

Profile Unique Party

Dear Disney…

Disney is a beloved classic around the globe and Unique don’t disappoint with its gorgeous collection. Retailers, check these out!

Star Wars: With the huge cinematic release of Star Wars in December coinciding with the release of Unique’s party ware range, the company has seen a great deal of interest in the products from customers – it is perfect for any Star Wars fanatic!

Now natic! Available: A w

Disney Baby Shower: This year sees the launch of Unique’s lovely Disney Baby Shower range with all the loveable Disney characters, ideal party wear for a boy or girl with a range of accessories.

Available: February

Minnie Jam Packed with Love: The classic and well-loved Disney mouse comes to life with this lovely new ensemble!

Available: March

The Lion Guard: A follow up to the hugely successful film The Lion King, the new Disney series hits screens early 2016. Unique Party’s range consists of 23cm plate, 200ml cup, napkin and table cover.

Available: February

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Coming soon from Unique Party!

Zootopolis: February Captain America: Civil War: March Emoji: May Clangers: August Finding Dory: June Dragons: November

Thunderbirds: 5…4…3…2…1 Thunderbirds are go at Unique e Party with this new license for 2016. The show re-launched last year and has had huge uge growth within the toy sector and Unique say ay they hope to see correlating success in party. rty.

Available: Jan/Feb

Sophie says…

A unique take on your party Licensed properties are always hot to trot and Unique don’t disappoint with its 2016 line-up

“We’re excited about all of our licenses of course, but with all of the hype around the launch of the new Thunderbirds TV show last year, we are really excited about launching this into party ware, as we think it is going to do extremely well!

One license I’m personally looking forward to is the release of Clangers in the latter half of 2016, not only will this ring nostalgic bells with older generations but with its brand new look and feel and prime time spot on kids TV, I can see this license taking off.”

Batman VS Superman: With the greatly anticipated movie release in March, Unique Party has launched their SUPER party wear range perfect for all superhero fans!

Available: March

Postman Pat: Everyone’s favourite postman comes to Unique Party in 2016 with this fantastic ensemble, this classic kids TV show had been extremely popular through the years making this party wear ensemble very desirable!

Available: May

Order now Call 01724 281113 or email sales@uniqueparty. co.uk to find out more about these great ranges, and others, from Unique Party

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Regular Party Patter!

Party Patter!

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What will 2016 bring? Party Party talks to retailers ailers to t find d outt

Adrienne D’Souza, A Party Palace, East Sheen, London No stranger to the party trade, Adrienne moved from Peeks Party Store in Christchurch to set up A Party Palace seven years ago.

Opening at the height of the recession was extremely testing, but a positive attitude gave Adrienne’s vision the strong foundation it needed to succeed and Adrienne herself admits: “If you start at the bottom, the only way is up.”

What product, occasion or theme excites you for 2016?

Gold will be very big for milestone birthdays. Star Wars will be consistently strong, with Finding Dory great for the little ones.

We have only scratched the surface of Mexican Day of the Dead and I can see this getting bigger and bigger for Halloween. We’ve also seen the rise in popularity of medieval costumes, led by the Game of Thrones aspect. I also think ’80s will be popular once more.

Amee Hyatt, Celebrations Party Shop, Marlow, Buckinghamshire

Based in a courtyard of shops off the main thoroughfare, Celebrations Party Shop is influenced not necessarily by the latest trends but focuses on their ability to offer a bespoke service to the local area.

What product, occasion or theme excites you for 2016?

Star Wars is going to be a big one for the coming year, and Frozen is sure to contue creating a lot of interest.

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In terms of licensed products, what is doing well for you and what do you see continuing to do well in 2016? Star Wars is great for us as it is split between adults and children. Superheroes are always winners.

What trends/themes can you see staying strong throughout the year? Football will be big again with the Euros, the Olympics of course. We sell so much bunting, and we’re lucky with our sales of piñatas — they are excellent in terms of a decoration as well as a fun activity.

Will you be attending Spring Fair, and how do you prepare for the show? We check out who is there and make appointments. I print out sales reports to take with me. I work hard to make sure World Book Day is a success, I liaise with the local book shops, it has become a really competitive market with suppliers.

What new products for 2016 will you be looking out for?

I won’t know until I see it! I’ll definitely want new ‘wow’ factors for Halloween.

In terms of licensed products, what is doing well for you and what do you see continuing to do well in 2016? As Star Wars has taken off and Frozen is selling at a steady rate, these will remain strong. Toy Story is an age old winner and a promise of new movies will increase this easily accessible partyware.

What trends/themes can you see staying strong throughout the year? Milestone birthdays of 18 and above stay strong with hen nights seeming to get busier as well as baby showers.

Will you be attending Spring Fair, and how do you prepare for the show? I glance at the catalogue and see suppliers’ stuff in advance. I like to be very prepared. The new layout this year will be an advantage. www.partypartymag.co.uk

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Dave Kenny,

the monopoly. For us, it’s unusual as we’re in the centre of a reasonably big city, yet our catchment area is more rural. Life is very varied! It keeps it interesting, and I like to spot emerging trends.

The Party Shop Swansea

After he saw a similar shop selling its stock, former engineer Dave bought it and found a premises in the heart of Swansea.

The Party Shop has now been going strong for 28 years, offering a diverse range of stock. Although Dave may have seen changes in the party industry over his time, he says: “At the end of the day it’s still selling people fun!”

What product, occasion or theme excites you for 2016?

Star Wars will be big, but the bigger licenses sometimes be unavailable to independents if a bigger companies holds

Suzanne Ginnifer, Fancy Pants Party Shop!

Totton, Southampton, Hampshire

Suzanne opened the doors in October 2015, in time for Halloween.

With an aim to keep boredom at bay, the emphasis is on fun and having a laugh at the shop.

In terms of licensed products, what do you see continuing to do well in 2016?

The mainstay for us are the Pink Ladies. I keep thinking they will drop in popularity but they keep selling, and if I didn’t order more I would sell out.

Superheroes will always be popular, and Elvis is also huge down here as neighbouring Porthcawl hosts the annual Elvis Presley convention.

What trends/themes can you see staying strong throughout the year? We keep a varied stock of masks.

We’ve had success with the burlesque theme as well and Disney films will always influence trends.

Will you be attending Spring Fair, and how do you prepare for the show? I attended Autumn Fair in 2015, but being so busy I can’t go as much now. Being busy is a good problem to have though!

Eric Patton, Luce Balloons, Lisburn Established in 1997, Luce Balloons is now in its fifth premises. The family run business offers personalisation in balloons, banners and ribbons.

What product, occasion or theme excites you for 2016?

This year, Northern Ireland will play in the Euros for the first time — that will not go unnoticed. Otherwise it will be mostly birthday parties and anniversaries.

What product, occasion or theme excites you for 2016? All of them! I particularly like the 1920s stuff, but it never stops — I am now looking at St Patrick’s Day and so on.

In terms of licensed products, what is doing well for you and what do you see continuing to do well in 2016? Not everyone that comes in want to splash out on some of the more expensive licensed products.

That said, My Little Pony is a huge seller for us. Star Wars as well as Harry Potter are always winners. PAW Patrol is gaining popularity as well for little ones.

What trends/themes can you see staying strong throughout the year?

Best-sellers for us are helium balloons and balloon bouquets. There is so much choice: stars, hearts, sparkles… as a retailer it’s such a simple thing to do and well worth it.

“I would like to see a poundshaped foil balloon. You can get dollar signs and even euro symbols, but corporate clients are looking to display millions of pounds in balloons.”

Eric Patton, Luce Balloons

In terms of licensed products, what is doing well for you and what do you see continuing to do well in 2016? Mickey Mouse does extremely well, as people give Disney tickets as presents — so balloons work well in addition to the surprise of the trip to Disneyland Paris.

Will you be attending Spring Fair?

One day is usually sufficient to do all our ordering and depending on time we’ll try and find what is new and different to the industry.

What products for 2016 will you be looking for?

I would like to see a pound-shaped foil balloon.

You can get dollar signs and even euro symbols, but corporate clients want to display millions of pounds in balloons.

www.partypartymag.co.uk tty ym ma ag. g.co o.uk

21 2

Regular Party Patter!

Elaine Hakim, Hullaballoon, Hull, East

Yorkshire

Elaine began her business with just £500 and a visit to Hull Fair in October 2007. Within a month Elaine had secured premises and now has two Hullaballoon shops in the Hull area. She has provided displays for small and giant clients including P&O, supermarkets and a Premier League promo campaign for local side Hull City. Featured in local press, the Hullaballoon St Valentine’s Day window display is one of Elaine’s proudest moments. She endeavours to continue offering the complete party experience.

What product, occasion or theme excites you for 2016?

Everything! Star Wars is good — we have a Storm Trooper blown up in the shop, and people are coming in and buying them. Whenever there are any big films or children’s in particular, we get involved — Frozen for example, the snowflake designs were extremely popular.

There are just so many beautiful design options.

In terms of licensed products, what is doing well for you and what do you see continuing to do well in 2016?

Star Wars, and another Frozen film coming out, as well as Minions. These are names we will be hearing this year.

What trends/themes can you see staying strong throughout the year? Mother’s Day, St Valentine’s Day and Halloween are massive. Not to mention 2016 is also a Leap Year, so could be a few women proposing! I also see a rise in scene setters for parties. Christmas is hit and miss, but what we do find at Christmas is that a lot of businesses combine their Christmas party with other businesses at a large venue such as a hotel and we will handle the decorations for the hall. I make sure we have our company name and details on the balloon weights at events as people tend to take them home — so when they’re still inflated after several weeks the quality is linked to our company. School proms are also getting bigger and bigger and there is even competition between rival schools to outdo each other. It’s the same with P&O ferries — we supply and decorate and can be really creative.

What new products for 2016 will you be looking out for?

My son sources everything — and when he saw a new printing machine he had the guy ring me up and I loved it. I am now investing in the new machine to focus on personalisation of balloons by using templates to print directly onto a foil balloon. We’re looking to continue to offer a complete experience including candy carts, chair covers and sashes as well as our iconic balloon displays.

We’ve kept the same prices for eight years — so we’re reasonable and trusted but I may rethink our pricing.

Peter Elms, Party on Up @ Confection Affection, Stroud, Gloucestershire

Providing the very best in crossover buying with a sweet shop downstairs and party shop above, Party on Up @ Confection Affection offers customers everything they need for a party. Party on Up was designed to ease the stress of party planning by providing everything from matching balloons to tableware as well as a selection of fancy dress.

What product, occasion or theme excites you for 2016?

Halloween. It has grown every single year, and last year was mad. It marks the beginning of the season — so there is one long stretch from the end of August. Halloween stuff can sell all year round, and World Book Day has been

22

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unexpectedly popular and will only get bigger.

What trends/themes can you see staying strong throughout the year? Balloons are the biggest thing we’ve noticed. I would add costume accessories — people locally are keen to build their own costumes so are perhaps not buying full costumes but are adding elements to their look. We have a large Qualatex boutique and balloon wall with a lot of stock.

Will you be attending Spring Fair, and how do you prepare for the show? Hopefully. We’ve not decided yet, but we will be having a good look at the brochures!

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Jean Harper,

Masquerade, Watford, Hertfordshire

Jean has managed Masquerade with her husband for 25 years, and with the fancy dress shop full of costumes, masks and accessories — the future is bright.

Based just outside Watford the shop benefits from having parking right outside, and the wealth of experience of its owners lends customers advice as well as a breadth of choice from 15,000 hire costumes, packet costumes and accessories. As well as being a must visit for local townsfolk celebrating private events, costumes from the shop have been used in the television industry including Victorian bathing suits in BBC’s Strictly Come Dancing, and the authentic Venetian mask range appearing in the Channel 4 programme Come Dine with Me. What product, occasion or theme excites you for 2016?

Elizabethan — with Hatfield House nearby I love the outfits and the theme lends itself perfectly to banquet nights held there. Also Henry VIII, Blackadder costumes.

Georgian is great as well as military uniforms, and with War and Peace on our screens, that should boost interest in similar costumes. The ’70s theme is also really fun, as it’s so colourful. What is a nightmare is that people have started coming in asking for ’90s gear!

In terms of licensed products, what is doing well for you and what do you see continuing to do well in 2016?

Star Wars, certainly. We tend to do less with Disney as our average costumes are at more popular price points, especially if parents have more than one child, but we do stock Disney for higher price point options. A popular theme for schools continues to be Victorian.

What trends/themes can you see staying strong this year?

The ’70s theme as the Afro wigs and accessories add to the colourful fun. Nursery rhymes and fairy stories are classics as well, such as Alice in Wonderland and Snow White.

Films as well are strong, as well as superheroes.

What new products for 2016 will you be looking out for?

Make Believe manufacture superb quality costumes, and we will see what new offers they have. We go to the fancy dress show and see what is new at the stands there.

Daina Martin, Over the Moon Party Shop, Pevensey Bay, East Sussex

Over the Moon is a family run business, where the focus is on customer care and good service.

The shop was born out of Daina Martin’s vision to strike out on her own. Leaving Berkshire and a job in a friend’s party shop behind, Daina and husband Paul opened at Easter 2015. Diligence and dedication paid off for Over the Moon when it won the Sovereign FM Best New Business of 2015 Award. Daina and Paul have expanded to include The Cow Jumped Over the Moon Events.

What product, occasion or theme excites you for 2016?

Very excited to try out some new Wedding designs I have been playing around with for this year. I’m also looking to expand my air filled balloon designs.

In terms of licensed products, what is doing well for you and what do you see continuing to do well in 2016?

Disney Princesses are always a popular license, however Qualatex Deco bubbles are the most popular seller in my shop.

What new products for 2016 will you be looking out for?

Balloons — they’re most popular product in my shop, and I think this will continue for a long time.

Will you be attending Spring Fair, and how do you prepare for the show? I will be attending Spring Fair this year, it will be my first visit and I am really looking forward to meeting some potential new suppliers and seeing some new products.

What trends/themes can you see staying strong throughout the year?

I will be looking at fancy dress costumes and accessories and anything in the balloon world that is a little different from the norm.

www.partypartymag.co.uk

23

Retail

Harlequin Fancy Dress

The only way is dress up Gill Goodchild took over Harlequin Fancy Dress a little over a year ago and already the shop has become a favourite with the local reality TV stars. Party Party spoke to her about TOWIE, tackling the omnichannel future of party retail and what looks hot for 2016 You’re fairly new to the party industry Gill. How did you get started and how have you got your name out there?

I bought the shop just over a year ago and I can say that there is certainly room for improvement in how we market ourselves. The website I took over was initially quite poor, so I’ve looked into completely changing it and am still in the process of auditing it, so it’s still a work in progress. We are active on social media though. I have someone working hard online, posting pictures of costumes and the shop, and when we have special visitors.

And we hear you’re a favourite party destination for the stars of a certain reality TV show?

Being in Essex we have been involved with The Only Way is Essex on a number of occasions, and they do come in for filming, which we of course always share on social media. Generally the cast

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will come in late afternoon when the shop isn’t as busy to pick up their party bits.

So what are you offering local shoppers that’s new and fresh?

We exist honestly on a strong, 15-year reputation and by word of mouth. As a seamstress I am always busy with alterations in addition to running the shop — I even make costumes for local dance schools. This gives us more to offer the community in comparison to other fancy dress shops.

We also have a focus on costume hire, which is popular when buying a full costume might be too expensive — it gives a top quality alternative. I plan to eventually combine the shop’s online presence with the alterations side of the business, bringing everything together.

What are the main challenges that you face day in, day out? And how do you tackle them?

We’ve had instances more and more where people come into the shop to try costumes on and leave, never to return. We assume this is because they are going to buy online and

“Fancy dress parties are definitely increasing; people are even taking it a step further and having fancy dress weddings!”

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21 9

are just coming in to check the sizing.

But although we are frankly quite up against it with the online market, fancy dress parties are definitely increasing; people are even taking it a step further and having fancy dress weddings!

We try to get to know the customers who come in.

We ask when the party is, and what else they might be looking for. I find it very important to have staff who offer customers a friendly reception, and who genuinely care.

Do you think the passion and knowledge of your staff is what makes the difference to your customers?

My staff have an understanding of what we are offering, and want to help.

This means that if we can’t help someone with the specific costume, we can help by offering a

selection of props and accessories to create the look that they want. It also offers customers an alternative to the expense of a full costume, if they don’t have or want to spend the full amount on a pre-packed costume, while maintaining the look and feel of the character/theme.

Top licence: Smiffys’ Top Gun Costume

What are your top three best-selling licences?

A lot of the props are popular, but for full costumes, it has to be Top Gun, Dorothy from The Wizard of Oz, and characters from Alice in Wonderland.

How are you adjusting to general changes in consumer habits for the party industry and at retail in general, in terms of pricing and consumers shopping online?

It has taken a lot of time — probably the entire time I have been here so far — to understand the challenges to the business.

It’s an issue of cost: if we reduce the price of products we risk the financial implications, such

as not being able to pay the rent on the shop, but if we don’t lower our prices, sales suffer. There are ways of combating these challenges such as loss leaders and promotions, but we will still be spending money to run these promotions.

As independents, we’re nearly all online now, but supermarkets are selling the same products hugely discounted.

I think we are actually less at a threat from international sellers (and of international copies) as the delivery times are longer, and people these days want the products as soon as possible.

Havering council has done us a huge favour with the parking bays right outside the shop, though.

Customers now have a 30-minute space, meaning there is often parking available outside and people can spend the time they need in the store.

World Book Day has become a real event for the industry as schools get behind it. Has it become a

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25

Retail

Harlequin Fancy Dress

“Our aim is to keep changing the website as a virtual shop window” The TOWIE crew love fancy dress

big occasion for you?

World Book Day is gaining in popularity each year. We are often the first destination that local parents come to, particularly when the supermarkets are sold out or, more often, when they don’t have the costumes and accessories that they are looking for.

We’ve had so many people coming into the shop and saying: “It’s like an Aladdin’s Cave in here!”

We have so much stock. I think people really appreciate having everything in one place.

It also adds an extra dimension to a party when table decorations are in the same theme and match.

What products or licences do you think are under represented or missing from suppliers’ offerings currently?

I can’t see much that is missing — obviously when films such as Disney come out then manufacturers work as quickly as possible to create something and retain the licences.

This is also where

26

supermarkets can affect independents, as they will sell a licensed costume for only a fraction more than I can buy each unit from the official source, so I need to focus on a profit.

Without profit, there is less money to put back into promotions and marketing, which is what in turn will help to gain profit!

What are your goals for the business this year?

That is my main aim for 2016: to drive profit. The website is also a huge, seemingly never-ending project that is underway.

We only rarely change our shop window display, as we have huge mascots in them — but our aim is to keep changing the website as a virtual shop window.

What do you think will be driving sales to help you meet those targets in 2016?

We cater for everything, but films will be big this year. It’s funny, a lot of the time customers actually ring us up and tip us off about new things hitting the market!

www.partypartymag.co.uk

Superheroes always do well, and I’m sure we’ll see the continued strength of Disney.

There is always that special character from a new film that does well — and I will buy stock depending on the cost. Even if I don’t think my customers will buy it, I will usually offer a character costume on a hire basis to give them more flexibility.

For other occasions, themes like Roald Dahl do well for World Book Day. It will also be interesting to see how the Olympics and Euro 2016 will affect the industry, although as ever supermarkets and pound shops are huge competition.

And finally, what do you think is the key ingredient for a successful party?

I think it’s the host! Having someone who has a vision for the event will keep everything tied together.

Everything starts with that person.

World Book Day’s a winner: Victorian Detective from Fun Shack

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VISIT US AT THE SPRING FAIR! BOOTH: 3E-44

Regular Talking with an Angel

Nod to the past

D Char id you k wrotles Dick now… ens eal cometter toonce pany the !

Angels Costumes is a cornerstone of party industry and as a member of the seventh generation to run the company, it is safe to say that parties run in our columnist Emma’s blood! With the company celebrating its 175th anniversary, Emma gives us an insight into its fantastic and rich heritage

A

Then and now ngels Costumes is very proud - the Angels to be celebrating its 175th shop in 1860 anniversary and, since the (far right) and company was founded in today (right) 1840, it has become one of Britain’s most iconic Since the family businesses. company was We currently have founded in 1840, the seventh generation running Angels, and it Angels has become is this that is at the core one of Britain’s most of our values both as iconic family a company and as an employer. businesses. We Working with my currently have the father, mother and two seventh generation brothers is a unique and sometimes challenging running Angels, and experience, but everyone it is this that is at the who works at Angels core of our values is treated as part of the family, and this both as a company undoubtedly affects how and an employer the company is run in a positive way.

“

is still an integral part of the day to day running of things at Angels – details are still added and amended by hand in the workrooms daily.

”

Big name history Our history is never far from the surface: hanging on the walls of the Hendon warehouse are letters from Charles Dickens to the company, photographs of the current Queen at Angels, and countless signed headshots from previous customers that span some of acting’s biggest names such as Humphrey Bogart, John Wayne and Elizabeth Taylor, through to musicians and fashion designers such as Ralph Lauren and Jimmy Choo.

The hand-written record book that logs actors’ measurements is a great example of how the company history

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Costumes with heritage Angels is the world’s oldest and largest professional costume house, with a collection that spans eight miles of hanging rails and is made up of around one million items of clothing.

We provide costumes for everything from theatre, TV and film, to photo shoots, advertisements, and music videos, as well as hiring and selling costumes to the general public.

Our reputation for quality and accuracy is key to our integrity as a brand. The fact that Angels is a

family business, and that we treat our team as an extension of the family, is something that is also reflected in the way we interact and build long-term relationships with our customers and suppliers.

Our heritage is about more than high-profile customers and projects, and this is something that we recognised as we approached the 175th anniversary.

My father Tim was instrumental in researching content for the recentlypublished book, Behind The Seams, which tells the story of Angels from the very early days when the company’s founder, Daniel Angel, emigrated from Germany to the UK in 1813, right through to the present day.

It is important to realise the value that your brand’s narrative can have in a number of contexts; sometimes

Did y H Wayumphreyou know n are ae and E Bogart,… ll pa lizabe John st cu th T the c ompstomersaylor any of

Emma Angel is Director of Angels, the world’s largest and longest-established costume house. Emma has more than 20 years of experience in fancy dress and Angels has two stores, a fancy dress website – www.fancydress. com - and is the UK distributor of Rasta Imposta, InCharacter and Tinsley Transfers. Emma is the sixth generation of the family to work for the Oscar-winning company and is the first female member to take on a directorial role at Angels.

“ the story that you are able to tell can be instrumental in engaging with customers and the industry in an entirely new way.

With Angels, for example, the historical context of how the entertainment industry has developed over the course of the 19th century, through the 20th and into the 21st, through theatre, cinema and television throws the work that we do into a completely new light when considered as a whole.

In this context, the work Angels has done in costume provides a unique cultural perspective on popular culture, for example.

Honour the past but always look forward As well as publishing a book celebrating this 175-year milestone, Angels took the opportunity to launch refreshed branding as well as a new and updated website.

Rather

As well as publishing a book celebrating this 175-year milestone, Angels took the opportunity to launch refreshed branding as well as a new and updated website.

Rather than simply celebrating historical success and past glories, it’s important for retailers to maximise the impact of such milestones

than simply celebrating historical success and past glories, it’s important for retailers to maximise the impact of such milestones and translate any related publicity into sales and future innovation.

Just as the family business reacted and changed its approach to exploit new opportunities within film at the turn of the 20th century, today we are at the forefront of the fancy dress industry, which is simply going from strength to strength.

Whether through shareable online content that shapes purchasing decisions, or innovative solutions and tools within the business that

will affect future growth, it is vital that you don’t stop embracing change and development, no matter how much history your company has.

Angels has evolved over the years and experience a number of changes, but we’re still able to move quickly react to new demands from customers and circumstances within the industry.

However, our heritage will always play an important part in what we do because it has made us who we are today, and will inexorably shape who we’ll be in years to come.

”

Did y kn gene ow…the ou now ration o seventh ru fA whic nning th ngels a re e h wa s fou compan 1840 nded in y

Emma says…

“It is vital that you don’t stop embracing change and development, no matter how much history your company has.” www.partypartymag.co.uk

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Preview Spring Fair

Spring into 2016 It’s February, and that means we’re all heading to Birmingham’s NEC for The Party Show at Spring Fair, the UK party industry’s annual showcase of brand-new products and innovations. Party Party looks at some of this year’s top exhibitors and why anyone with an interest in party should head for Hall 3.

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layout will improve the flow of pring Fair will look a little visitors across the show floor different to those of you and, as a big bonus, crosswho are familiar with its over purchasing opportunities layout from the past three or will now be easier than ever. four years. A refreshed show With Party in Hall 3 floor will give visitors greater alongside Greetings access to all the stands and next to Christmas and, with so much to Gifts in Hall 2, it’s seek out at Birmingham only a short hop to NEC’s many halls, Children’s Gifts, Toys buyers and retailers will & Gadgets exhibitors find it easier than ever in nearby Hall 5, so to find exactly what What: Spring Fair visitors will be able they’re after.

2016 to get ahead of the “Consultation with competition with our customers revealed When: 7 – 11 some exciting new the need for certain February 2016 additions to their modifications to the offering in 2016. hall layout and access Where: NEC points to improve Birmingham Three is the footfall,” explains magic number Spring Fair Portfolio Web: www.

But it’s Hall 3 where Director Nick Davison. springfair.com the action takes place “So we’ve implanted for the party trade. a raft of new changes The annual Party Show to meet those requirements in brings the biggest, best, most 2016.” innovative and exciting party New express entrances, product suppliers all under linking walkways and edited

Dates & details

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one roof. This show within a show is a prime venue for discovering a wealth of fancy dress, balloons, decorations, novelties, accessories, partyware, fireworks and licensed product for all occasions and seasons, making it the premiere destination for placing orders and planning buying for the year ahead.

One exhibitor marking a major milestone at Spring Fair 2016 is Bristol Novelty, heading to the NEC for the 30th time where Joint MD Chris Bater says visitors to the stand will be received with “a very warm welcome as per usual”.

Naturally, there will be plenty of new product for visitors to discover from Bristol, and Business Development Manager Gary Vincent says there are new decor lines to see from Forum Novelties as well as the usual great mix of more traditional Bristol Novelty lines.

Preview Spring Fair

our key existing and new licensors.”

Jim says that the crosscategory nature of the show brings a diversity of visitor to the stand that you just don’t find at other shows. “It provides a great opportunity for us to engage with retailers who may not usually focus on party-related items but think that it could be an area for them to expand into.”

For Jim, Spring Fair is the perfect place to launch new products, so you’re guaranteed to find a whole host of fresh product for the very first time “We will have hundreds of new products on our stand across the party, balloon and costume categories. There will be something to suit any party-related retailer,” he adds.

“It’s a great place to launch a new product as there is the potential for a large and varied audience to see it and potentially make ranges an order.”

“Our customers love coming on to the stand in eager anticipation of what Bristol has to offer for the new year,” he explains, “and we never like to disappoint!”

As well as a great opportunity to meet new and existing retailers and buyers, Chris adds that Spring Fair is a vital part of the company’s product design process, and encourages retailers to give their thoughts and The Party Show opinions. has 40+ specialist “We like our exhibitors customers to have the freedom to walk around and to chat with our friendly staff while browsing our exciting new range for 2016,” he explains. “more importantly, we like them to give us some positive Bristol feedback on Novelty what’s good across the whole product range.”

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A key exhibition Another familiar Licensed party face at Spring Fair on show include is Amscan, and Thunderbirds, Marvel, Marketing Manager Jim Young says it is Star Wars, Disney, the “key exhibition” Blaze and the Monster for the company Machines and more! every year.

“Being such a large and diverse show means there is a greater variety of visitors from different markets and allows us to introduce Amscan to many new potential customers,” he adds.

“The timing is ideal because retailers are looking to make important buying decisions for the upcoming months.

“The show also allows direct interaction with all retail and wholesale channels, as well as meeting

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Centre stage Seeing party product in the flesh is the best way to discover new lines and products, and

Unique Party

The Stage gives retailers even further opportunities to see them in motion. As well as the catwalk show from costume specialists such as Rasta Imposta, Morphsuits and InCharacter, visitors can also learn ways to boost sales in a number of daily presentations.

Amscan and Qualatex will host a variety of demonstrations, giving visitors new techniques and inspiration for balloon decorations, gifts and sculptures. Qualatex will showcase its brand-new Quick Link Balloons in the Work Smarter Not Harder presentation, as well as tips to add value with Boost Your Sales By Combining Gifts And Qualatex Balloons. Amscan will also highlight its new Anagram balloons in Balloons From Another Dimension.

With so much new product and the opportunity to get inspiration for displays and added-value designs from the professionals themselves, everyone should be excited for this year’s Spring Fair, when the doors open on 7 February.

MEDFORD HOUSE, EAST COMMON LANE, SCUNTHORPE, NORTH LINCOLNSHIRE, ENGLAND DN16 1DE E

FREEPHONE: 0800-052-4977 TELEPHONE: 01724-281113 FAX: 01724-281119 OUTSIDE UK TELEPHONE: 0044-1724-281113 FAX: 0044-1724-281119 WEBSITE: www.uniqueparty.co.uk EMAIL: sales@uniqueparty.co.uk

Preview Spring Fair

INFLATE YOUR SALES! Balloon Time 00 351 256 420 444 www.BalloonTime.com

TREASURE TROVE Amscan 01908 288 500 www.amscan.co.uk

Hall 3 Stand: 3A10-C11 Amscan is exhibiting with an exciting showcase of its latest ranges across the categories available in its new everyday catalogues. The stand will display a variety of its newly launched collections, just some of its more than 10,000 products in the UK, most of which can be seen at its Milton Keynes showroom facility.

Licensed product will feature a selection from Amscan’s extensive portfolio of more than 70 properties from leading licensors such as Disney, Nickelodeon, Hasbro and Mattel.

There’s delightful new children’s party ranges featuring popular themes such as pirates, dinosaurs, princesses and ninjas. Each coordinating range includes everything to create a fantastic party from the tableware, to decorations, favours and accessories. In light of the growing trend for baby showers and gender reveal parties, Amscan has launched some adorable new ranges including fun baby shower games.

For adults look out for Amscan’s sparkling new pink and gold milestone birthday ensembles and new birthday accessories in four colour schemes. Amscan’s brand new range of more than 50 hen party items has been developed with the latest trends in mind. Also launching is a new range of party essentials — a great value range providing a full coordinating appearance including banners, confetti, latex balloons, candles and badges.

There are stunning new holographic milestone foil balloons in standard and 3D multi balloon formats. Brand new innovations to the market include SuperShape Write on balloons and Inflate-A-Fun balloons that can be coloured in with crayons provided. Don’t forget that there is a huge variety of licensed and unlicensed designs across the 22 different types of balloon in the full collection.

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Hall 3 Stand Number: 3E44 Balloon Time is the first and best-selling disposable helium kit brand in the world, manufactured by Worthington Industries. The company is a brand new exhibitor to Spring Fair in 2016, and visitors to the Balloon Time stand will be able to see its family of products.

The Balloon Time range includes portable, lightweight, standard and jumbo-sized heliumfilled tanks and kits, with 30- and 50-count vibrant balloons and ribbon. The recyclable canisters are made in Europe.

SPORTING FUN AND ROYALTY Boland Party 00 31 172 447 554 www.boland.eu

Hall 3, Stand 3E30-F31 Boland Party is delighted to be exhibiting at Spring Fair, where it will be launching brand new ranges and catalogues for 2016. The launches encompass more than 600 new products covering all occasions from the everyday to special events like Halloween.

New product has been created for all aspects of the Boland range, including dress up, accessories, and party decorations.

This year sports fans can enjoy the Euros and Olympics and the Queen celebrates her 90th birthday so it promises to be a very active year.

Visit the Boland stand to see what’s new and hear all about its huge product expansion plans for the future.

From 1st birthdays to fashion catwalks —

Discover Why Every Occasion Deserves Qualatex Come visit us and see why your customers deserve The Very Best™ balloons.

©Rachel Ellen Designs Ltd.

• See our new range of Party Products.

• See product demonstrations.

• Obtain exclusive show offers.

© Disney

Balloon dress by: Nandor Schreiter, CBA, in Budapest, Hungary Photo by: Laszlo Muhari Model: Bianka Volgyi

7 – 11 Feb 2016

27 Jan – 1 Feb 2016

Hall 9, Stand D76

Hall 3, Stand 3G10-H11 Stand 3G12-H13

Pioneer Europe Ltd 9 Stortford Hall Industrial Park, Bishops Stortford, CM23 5GZ Freephone: 0800 28 12 15 Tel: 01279 501 090 Web: www.QualatexEurope.com Email: pelorder@qualatex.com

USA ©2015 PBC

BM – PEL1512017

®

Preview Spring Fair FOR EVERY OCCASION Pioneer Europe Ltd 01279 501 090 www.QualatexEurope.com

Hall 3-3A Stand G12-H13

Spring Fair 2016 will see the official launch of the Qualatex 2016 Everyday Catalogue with fabulous new products including exciting new licences and the brand new additions to the Qualatex party range!

Thirty-two pages bigger, with more than 240 new balloon designs, over 48 new party items and a new latex colour, this year’s catalogue brings together the perfect selection of products for any celebration.

The highlights include new Pink Milestone Bubbles, a pink Bubble collection featuring the top selling Birthday Sparkle Design that will complement the existing Bright Sparkle Happy Birthday Microfoil and Latex designs.

The new Milestone Latex collection in pink and blue, featuring the popular Birthday Sparkle design, perfectly complements the existing top

selling range and the new Pink Bubbles.

The extended Party Range brings a new pink and blue sparkle design available in plate, napkin, cup, table cover, foil banner and bunting In the new Baby Collection, expands the baby collection with the additions of new Tiny Tatty Teddy Baby Girl and Baby Boy in matching microfoil and latex designs, Baby Feet Microfoil and Latex collection, and exciting new shapes including a 35” Baby Stroller and 38” Baby Boy and Baby Girl.

Quick Link Sprays is the latest innovation in the Qualatex lineup. The next generation of Quick Link balloons featuring colourful swirls made with a unique spray process exclusive to Qualatex.

Qualatex Stand is a must visit stand for all party, toy, greeting cards and gifts retailer as well as events and party organisers.

NOVEL FOR 30 YEARS

UP, UP AND AWAY

Bristol Novelty

Northstar Balloons

0117 972 4012 www.bristolnovelty.co.uk www.bristolno

Hal 3, stands 3A22-B23 Hall and 3B20-C21.

Bri Bristol Novelty celebrates a very exc exciting trade show milestone this year year, with a very busy start to the 2016 season with its 30th year at Sprin Spring Fair.

The There’s lots of exciting new product to see on the stand, from party décor line lines from the Forum Novelties brand to ttraditional Bristol Novelty lines.

Forum Novelties is another product proposi proposition which complements Bristol’s comprehensive fancy dress accessories range, and there will and acc b be e lots o of new party décor to discover.

Continuing the success of the Day of the Dead the theme from last Halloween, there are new earr earrings, veils, necklaces, and, of Skeleton Fedora! course, a Ske In adult cost costumes, a new colourful style of Cha Cha dress is a highlight, and sure to be popular with fa fans of strictly Come Dancing and for the eve ever-popular carnival theme.

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01763 3313600 www.northstarballoons.com

Hall 3-3A Stand 3F22-G23 Northstar Balloons is extremely excited about the launch of its new Script Word Kits. These fun, fabulous balloons are perfect for everything from a bridal shower to a first birthday party.

Also launching is a fun new range of emoji balloons.

They are perfect for a birthday party or everyday.

The expressions are contagious and sure to bring a smile to anyone’s face. Who doesn’t like sprinkles?

In addition to their successful letters and numbers, they are also releasing their new Sprinkle Number balloons.

Because, what’s a party without sprinkles? While they’re on the subject of food, how about a giant pretzel balloon to make you hungry?

Halloween 2016 Advert.ai

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Preview Spring Fair

OUT OF THIS WORLD! Rubie’s Masquerade 08453 070707 www.rubiesuk.com

BRITISH DESIGN

Hall 3-3A Stand D10-F11

Pretend to Bee 01159 847 838 www.pretendtobee.co.uk

Hall 5 Stand K70 Pretend to Bee will showcase its fantastic licensed costume collection at Spring Fair, and the company has plans to increase its licensed costume ranges throughout 2016.

Thunderbirds continues to be one of the hottest licences around, and Pretend to Bee has created a Thunderbirds Are Go range for young fans, who can dress up like Scott Tracy, with a costume featuring embroidered chest plate, satin printed detachable padded sash and a brilliant sound chip to recreate sounds from these iconic characters.

This year will also see the launch of a Virgil Tracy costume.

The costume range is suitable for ages 3/4 to 9/10. Also popular is CBeebies’ Cloudbabies for pre-schoolers, who can now dress up like their favourite characters with a new collection.

STEPPING IT UP AGAIN Premier Halloween Tel: 020 8624 5555 www.premierdec.com

Hall 3-3A, 3C10-D11 Last year was a huge success for Premier Decoration’s Halloween department and they are looking forward to building on those achievements this year. The company has developed a real understanding of the UK Halloween market.

“Halloween is growing more and more popular in the UK and the consumer demand for exciting new products is now probably on par with countries such as the US. However, because it’s so popular, finding exiting new products proves a huge challenge,” said Sean Looney, the general manager.

There is a demand for bigger and better quality products and Premier has taken this on board. Sean continues: “We provide many of the lower end bread and butter ranges; we have now expanded into quality home ware and gift products.”

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Spring Fair 2016 will again play host to Rubie’s Masquerade, exciting The Party Show with not only a vast array of stunning licensed costumes for kids and adults alike, but also its spectacular live catwalk show three times a day. See the catwalk shows in The Stage’s new position at the top corner of Hall 3 following a shuffle-around of the lay this year.

The Rubie’s stand will feature all manner of characters from the world of TV and film, and few are more exciting than Disney’s Star Wars: The Force Awakens which has seen box office records tumble around the globe since it opened in December 2015.

Taking pride of place on the Rubie’s stand will be its extensive new range of Star Wars costumes for both children and adults including characters Rey, Finn, Poe, villain Kylo Ren and those great new-look Stormtroopers, alongside the other many muchloved characters from the Star Wars saga.

Looking further into 2016, there are plenty of major licensed ranges in store from Rubie’s including brand new super hero ranges for the hotly anticipated Batman v Superman: Dawn Of Justice and Captain America: Civil War movies from DC Comics and Marvel, due for release in March and April. New ranges for Disney’s Descendants, Miles From Tomorrow, The Good Dinosaur and Finding Dory will also be on show for the first time.

A highly-anticipated new DC Comics Super Hero Girls dress-up range will be unveiled, as well as a promising new range of Katniss costumes and accessories from The Hunger Games for young adults.

There’ll be new kids’ Power Rangers Dino Charge, Transformers, PAW Patrol and of course their everpopular Disney Princess Dresses will take pride of the place on the stand alongside its phenomenally successful Frozen licensed dress-up.

There’ll be plenty more dress-up ranges on show to cater for the enduring popularity of Book Week, fancy dress parties and Halloween, so be sure to drop in to the Rubie’s stand in Hall 3 to see what’s new for 2016.

Preview Spring Fair

LICENCE TO THRILL Unique Party 01724 281113 www.favors.com

ANGELS DISTRIBUTION 020 8732 8879 www.angelsdistribution.co.uk

Hall 3-3A Stand 3D20-F21 Angels Distribution will be showcasing Rasta Imposta, InCharacter Costumes and Tinsley Transfers, so visit the stand to see the latest additions to the brands.

The fear factor Tinsley Transfers These Hollywood film-quality 3D FX transfers are in stock now. With terrifying designs including Bone Fracture, Glass Shards and many more, as well as Shanked and Small Gouge, these gruesome effects are sure to add horror to any Halloween costume. All transfers are applied with water, with no need for latex or glue. Fake blood will create an even more horrifying effect.

Putting on the glitz InCharacter Costumes InCharacter Costumes will be exhibiting at this year’s Spring Fair. With an exceptional selection of outfits for babies, children, teens and adults, InCharacter offers consumers a variety of unique and exquisite designs, created from superior fabrics with premium finishing.

Gorgeous baby costumes include Puppy Love, Mischievous Monkey and Baby Business, as well as some adorable additions for 2016.

Available in a variety of sizes from six to 24 months, these all-in-one costumes include easily accessible snap fastenings for nappy changing and skid-resistant feet for safety.

InCharacter has high quality adult costumes for both men and women, available in a range of sizes. Historic offerings include Gorgeous Gladiator, Noble Knight and Cleopatra, while Bavarian Guy, Midnight Vampire and Zombie Beer Maiden are perfect for Halloween.

No fakery Rasta Imposta Rasta Imposta has some exciting new ranges bursting on to the scene, all will be revealed at Spring Fair.

Alongside the new ranges, existing lines will also be on show, including best-sellers such as Light Weight Lobster and Beer Bottle, as well as Sweet Eats Cupcake and Get Real Loaded Hot Dog. The licensed Crayola Crayon costumes are sure to remain popular.

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Hall 3-3A Stand 3F10-G11 Unique Party has launched some incredible new ensemble ranges for 2016, which are due to be shown at Spring Fair this year. The company will be showcasing everything retailers need, from general birthday, baby shower, themed parties and children’s parties.

And if you’re on the lookout for licensed product from the world’s hottest films and properties, head down to Unique’s stand and prepare to be blown away by its showcase of licences for 2016. New for this year, Unique has a full range of Thunderbirds, Star Wars: The Force Awakens, Finding Dory, Captain America: Civil War and many more.

Plus there’s new innovation in the Glitz range with numbers of foil balloons in various colours, so head down to see the team and explore the full Unique offering. And while you’re on the stand, be sure to walk down the red carpet and take a selfie on Unique Party’s selfie wall, complete with a famous face of your choice!

Top quality and outstanding value for money.

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SIMON ELVIN LTD. SPECIALIST CARD PUBLISHER Wooburn Industrial Park Wooburn Green Buckinghamshire HP10 0PE T: (01628) 526711 F: (01628) 531483 W: www.simonelvin.com

Retail

Pretend to Bee

The real deal After launching its first licensed costumes last year, Pretend To Bee’s British-designed dress-up is going from strength to strength. Party Party sat down with Harrison Palmer, Director of Sales and Marketing, to talk licensed costumes, infant-friendly designs, safety and more.

Harrison, give us the potted history of Pretend To Bee and how you’ve gone from strength to strength.

We established our own Pretend To Bee brand of children’s roleplay costumes in 2005, predominantly for the early years educational sector. The next step was to introduce character and party-themed costumes, and, after that, we wanted to provide for the baby and toddler market so we developed costumes from six months upwards. Finally, in 2015 we saw the arrival of our licensed costumes.

Throughout these changes, what values remained at the core?

Brand and character integrity, innovative design, product quality and customer service. We pride ourselves on the quality of our costumes which perform well under activity.

You already have an incredible array of licences.

Tell us what properties you work with and what they bring to the table.

Licensed costumes are a relatively new area for the business and one which we are looking to continuously build upon going forward.

We currently have licensed ranges for Thunderbirds Are Go, CloudBabies and Natural History Museum.

What drew you to these licences initially, and why

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do they work so well in the dress-up category?

The values of these licences are reflected in our own. The heritage particularly of the Natural History Museum and Thunderbirds properties has allowed us to create really high quality costumes that we hope reflect how evergreen and adaptable these licences are.

You design all your products in-house. Where do you start with a licensed design, and how do you translate its DNA into a winning costume?

They have to be totally authentic and we are passionate about making them extremely wearable for children of all ages, as well as making them of a quality that can be passed down through generations.

By working with the licences that we do, and with our experience, it’s a relatively easy process to take a character and make it into an appealing costume that kids can recognise and want to wear again and again. For example, CloudBabies is supremely popular with babies and, of course, their parents, and we wanted our range not only to show each character’s attributes, but we also wanted to develop a totally wearable range for little ones. We designed a collection that mums could easily wash and, most importantly, in quality

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materials that are warm and soft and therefore comfortable for little ones.

We work closely with the licensors to develop each character perfectly so kids can truly believe they are Scott Tracy for example - or even a T Rex! What new licences and extensions do you have coming through for 2016?

We are really excited and have some great new licences to be announced soon. As for extending existing ranges, we are delighted to be launching Alan and Virgil at Spring Fair. These characters are a brilliant addition to the Thunderbirds Are Go range whose popularity is very much in its ascendancy.

Many of your costumes are designed here in Britain. How does that set you apart from the competition?

Yes, our team of designers are indeed based here in Britain. We are extremely proud of our heritage and when you combine that with the fact that our costumes are made with fabrics and trims from

Top three licensed costumes Thunderbirds Are Go - Scott Tracy Natural History Museum - Steggy Cloudbabies - Baba Pink

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Did you know... ● Pretend To Bee’s first costume was a nurse ● They have 170 costumes in total ● Their first licence was the Natural History Museum ● Pretend To Bee costumes have appeared on television, including ITV’s This Morning and the Pride of Britain Awards renewable sources, our attention to detail, along with the all-important customer service, customers both trade and consumer, come back to us time and time again. Our customers trust that each and every costume in all of our collections are of a consistently high quality and great price point, whether licensed or otherwise.

Is this a selling point for your costumes, and how can retailers maximise this selling point?

I think provenance is becoming increasingly important as we all look to support our economy by purchasing from British brands. All our designs are done in the UK and we are increasing the number of products made here. Although we do outsource part of the manufacturing overseas, we use fully-audited factories, both socially and ethically compliant, with no child labour and good working conditions.

We only use factories that are fully monitored by us and built on long-serving relationships. Trust is the all important key word.

You touched earlier on you speciality in kids’ costumes.

How do you tailor your designs to this age group?

We feel that by creating design elements to help parents, we have developed a certain niche in this

market. While there is a massive range of costumes for babies, these are often just miniature versions of the older children’s costumes.

They can then ride up, have fabric that irritates, or be hard to get in and out of.

We design our baby and toddler costumes to include quality materials, nappy access via a long zip or snap-button crotch, and gripper soles. By developing costumes with a baby’s needs at the forefront we can create a costume parents feel comfortable buying and one they can use time and again.

We often get told our costumes have been passed down to younger siblings, and it’s great to know consumers reap the benefits.

Learning through roleplay is a focus for you.

How does this add value to your products and make them unique?

Role-play is really important in the development of children and an essential part of their learning. Not only do our costumes allow children to dress as their favourite characters or role models, there is also great educational benefit. For example, our costumes take on themes that can provide opportunities for children to identify with the grownup world of occupations,

including people who help us like doctors and nurses.

They can help to develop a child’s knowledge and understanding of the world with its different cultures.

They can inspire children’s curiosity of our history and times gone by. Our range includes original costumes to encourage good dental hygiene and healthy eating.

Safety is hugely important in dressup. Tell us about your safety process and standards.

Every new design undergoes a risk assessment in accordance with children’s clothing safety standards and EN71 Toy Safety Standards. All products are tested by independent laboratories and have current certificates of compliance. All our factories are Sedex registered, ISO9001 certified and have strict needle control policies and metal detectors.

Is safety something you are mindful of from the start of the design process?

Safety is, of course. paramount to us and is the biggest consideration when designing our own products.

designs. What the highlights here?

Yes, we have a massive selection of original, ownbrand products and these are consistently popular throughout the year with particular peaks around key times such as World Book Day, and Christmas and Nativity. Of course, themed dressing up parties, such as creepy crawly parties, give us a boost as well! I’d have a tough job picking out our most popular own-brand costumes, but I’d probably say Construction Worker, Lion Zip Top, and Nurse.

You’re exhibiting at Spring Fair. What can visitors find on your stand this year?

We always do great at Spring Fair as we are able to display a varied selection of our ranges, and what is new. It’s good to do shows like this as customers can appreciate the quality and attention to detail in each of our costumes.

What can we expect from you in the future?

Our initial licensing deals have proved extremely successful and we expect an increase in our licensed portfolio.

Contact Pretend To Bee Tel: 0115 921 5690 Web: www.pretendtobee.com

You also have plenty of unlicensed, original www.partypartymag.co.uk

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Regular Mark Brett

The art of good service Customer service can be a tricky business. There are varying levels of expectation from service users, often dependent on how much they are paying, but if you want business through your door, you have to be prepared to up your game. Mark Brett takes a closer look.

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s members of the developed world, we experience and have expectations of a level of service from the moment we wake. The turning on of a tap, switching on of a toaster, the first phone call of the day is all subject to a level of service. We may well criticise any one of these providers but those of us who experienced the nationalisation of the utilities will understand how much our expectations have changed.

Ages to wait for a gas engineer, only to be told when they do arrive that they don’t carry the parts, or it's weeks to wait for a new telephone line.

Clearly, those is an element of supporting the call There is an truth in the saying to re-nationalise the element of truth in ‘you get what you railways, thinking it pay for’. If you the saying ‘you get could not be worse, go to Poundland have no knowledge what you pay for’. If you don’t expect of how bad they you go to Poundland the floor staff were when they you don’t expect the to show and were nationalised fl oor staff to show explain benefits (historical, not and explain benefi ts and suitability of political fact). relevant products. and suitability of It is not that long In John Lewis, you ago that finding good relevant products. In would have this food and service John Lewis, you expectation. As when eating out in would have this to whether your the UK was difficult. expectation expectations are That has changed to met, is to come a point where the UK later.

Should Poundland fall below is considered to have some of the service expectations it is unlikely best places to eat in the world. it will make a huge difference on But, as markets change and the stores’ performance, whereas improve, so do expectations. There

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in John Lewis, a shortfall will make a significant difference in company performance. Even within these parameters, there is a service expectation, its level varies with pricing strategies.

Consumers’ expectations will differ from organisation to organisation, as they will from consumer to consumer. We are in a very different place today compared to 10 years ago. Even websites, who in the early days could put up a site and wait for the business to roll in, are faced with very real service challenges.

They were much favoured by entrepreneurs as they appeared to be opportunities to sell with little contact with the purchaser.

Faced with the likes of Amazon,

Mark began working for the family business in 1977, manufacturing and marketing Fantasia latex balloons in the UK and around the world, until 2008 when he set up shop on his own and created the Fantasia brand. Since 2011 Mark and his wife have been the sole UK agents for Boland Party, a Dutch company who are one of Europe’s largest distributors of party and dress-up products. And that’s not all, Mark has been a Director of HITF Ltd since 1996 and, in 2002, he was the founder member of the European Balloon and Party Council, holding the post of chairman from 2002-2012.

others. While the sites are subject where an order made at 6.30pm on Friday evening can be delivered to unfair and, in some cases, totally erroneous reporting they do much by 8am Saturday morning, they to focus the retailer or service have upped their game. One tool provider’s mind. in the box of specialist sites is What is clear, is that no matter to offer a real person to speak what you retail, to, a tough call for an organisation such There is only one unless you have a very clear as Amazon, with its boss. The customer. and different huge product offering And he can fire offer to your and massive customer everybody in the competitors then base. UK retail sales the organisational regulations, in the form company from the philosophy of distance selling, while chairman on down, towards service being very costly for the simply by spending will be a key online supplier, are also his money platform to beneficial. The consumer somewhere else success. can order without having Sam Walton Within multiple to move from their chair Founder of locations, no and, because they are Walmart matter what legally able to return the company goods, many sites are philosophy, it is difficult manage finding easier ways for them service levels. This became very to send them back, as part of evident from personal experience. their service.

In one recent episode, the If a retailer, of any sort, falls experience from two branches of down on service it can be rapidly a small independent retailer, less punished by social media and than five miles apart varied from review sites. This is a situation favouring the consumer, even when atrocious to excellent. Only two days later a similar experience they are in the wrong. In the past, occurred in two different a retailer would have to endure departments within the same perhaps an onslaught of abuse, store. Incidentally, this was a large maybe a nasty letter, or in a tiny national multiple. number of cases a lambasting However, we are in an era where on some consumer programme. the power shift is constantly Today, they can fall foul of social moving towards the consumer. media, which can spread to a There are more opportunities to huge audience in a blink. Or the complain. Social media, email and complaint will show up on review smartphones are all part of the sites such as Trip Advisor, Trust consumer armoury. Moreover, the Pilot, Checkatrade.com and many

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opportunity to take your custom elsewhere, no matter where you live, is a very simple and quick process.

What Walmart founder Sam Walton said nearly 50 years ago (see quote on the left) is not only still true today, it is lot more poignant. Bad service can be punished very quickly. In the past it was possible for businesses to get away with bad service. Fortunately, that is becoming less of a possibility. Some still get away with it, but they will be the first to show surprise when they have to lock the front of the shop for the last time.

In previous articles we have mentioned that one of the unique selling points of party retailers is the level of service that can be offered. Investment in time and money will reap enormous dividends. The good retailers (high street and online) know this and know it is not easy. Those who don’t will not be around long enough to find out. The days of a take-it-or-leave-it attitude are gradually disappearing, along with the retailers, big or small, who do not see it coming. None of us have any right to business, we have to earn that right.

Finally, the issue of service is not the sole domain of the retailer/ consumer relationship. Every level of the distribution chain is subject to the same scrutiny. No matter how unique the product or service you supply maybe, the Sam Walton maxim will apply.

www.partypartymag.co.uk

45

L

ICENSING SUPERSTARS

Licensing superstars Licensed properties make a real impact with kids. If they are watching it on TV, they will want it in their lives. Here is a synopsis of just some of the licensed properties doing the rounds at the moment.

W

hen it comes to the party industry, an eye always has to be kept on the licensing world. If a property has been transformed into a hot licence – it means kids are watching it on TV, buying the toys and in turn, they want all of the accessories.

That is where the party industry steps in. When kids consider something hot to trot, retailers have to react, and quickly.

So what is going to be whetting the appetites of our little humans in 2016?

Here are the properties we think will continue to make an impact in party world for 2016.

If you don’t already stock these properties in your store, maybe you should consider taking a closer look at them to see if there is something there that could work for you.

Whether it is tableware, balloons or dress-up – these will keep the kids happy.

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PAW Patrol: PAW Patrol is on an absolute roll at the moment. One mother actually told Party Party: “PAW Patrol… it is the only thing which saves my sanity.” Now, that has to be testament to this hot property’s power. Broadcast on Nickelodeon with Spin Master as master toy partner, there are more than 40 UK licensees including Amscan and Rubie’s. If you have not already found it, we recommend you take a serious look at this little money-maker.

Star Wars: Look, this is almost a no-brainer. It’s an absolute classic from Disney and it is everywhere. Arguably, it skews a little older than your average pre-school aged party but that just gives it more scope. Adult Star Wars party – you know that has already happened!

Although the film launched in December, this iconic licence has potential to perform strongly all year.

Teletubbies:

Blaze and the Monster Machines:

They are back! Ratings for the newly-revamped Teletubbies TV show on CBeebies are through the roof, so we foresee plenty of parties inspired by these cute creatures. There is a pretty impressive roster of licensing partners signed up such as Character Options, HTI, Misirli with agent DHX Brands continually announcing new partners.

This is another one out of the Nickelodeon camp that is unashamedly skewed towards boys. Mattel’s Fisher-Price is the master toy partner on this one and it has been a real ratings winner.

You can expect more consumer products rolling out from spring/ summer 2016. Hopes are high for this one and, if initial reaction has been anything to go by, party products should go down a storm.

Superheroes: It is actually easier to incorporate everything within one category such as ‘superheroes’ than to single out every Marvel and Warner Bros character that has made an impact recently.

Needless to say, superheroes are in vogue and, with Batman v Superman due for release very soon, this is set to be a trend which continues to gather momentum.

Themed parties? We think there might be just a few.

Shopkins: This property just continues to dominate the girls’ market. GP Flair distribute the range in the UK and Bulldog Licensing is the agent.

It really has a very firm fan base and Shopkins-inspired parties are a must! We know a raft of partners have already been signed for everything from publishing to stationery to homewares.

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47

Profile Simon Elvin Limited

The party is Changes are afoot in the party sector, and some of those changes could impact on you. Party Party talked to Simon Elvin Limited to try and chart the changing market place and find out just what our readers might need to know

E

dward Williams has led the party, social stationery and gift bag/ wrap divisions of Simon Elvin for some 25 years.

In that quarter of a century he has seen trends and fashions come me and go, and today, he thinks nks the party sector is largely in a good place and is confident about its future, but he has also noted some changes.

To begin with, we asked ed him if there were any unshakable aspects about the business: any constants that we lose at our peril?

He was typically certain.

“There are two keys y to o any a y business, whetherr you’re a retailer, wholesaler aler of manufacturer,” he says, “and those will always be cost and quality.

We see that in the Simon Elvin greetings card business, a markett leader in its own right for some 40 years now.

“So, for the past st 25 years, those same values have run through our social stationery, gift bags,

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Last week I spoke to an independent card retailer, who was very happy to admit his shop had been saved from the brink by the addition of party goods gift wrap and party products.

“In “ party it has been particularly interesting. We pa have just been through h a phase where certain suppliers had been selling product cheaply, with correspondingly huge drops in value.

“For a while, retailers understandably understan thought this thoug was good news: an ne

opportunity ffor better margins.

Sadly, that hopedSa bonus didn’t arrive. for b Consumers voted with their Consum wallets and went in search of quality products at sensible prices, combined with really designs: good, oldgreat d fashioned value for money! fashion That’s always been a corner-

stone of the Simon Elvin offering, so even through those tougher times we were busy expanding our ranges and boosting design and caption choices for retailers right across our party collection.”

So, how did this impact the overall retail sector? Again, Edward is swift to answer.

“It had an impact, for sure,” he says, “and that’s been seen clearly in the demise of the specialist party shops that sprang up early on. I think they, more than established card and other retailers, thought cheap, low-quality offerings were the way forward.

“Sadly, they couldn’t sustain business on that basis and we have seen a steady move of ha party business toward card pa sshops, and other shops with a wider retail mix. There are many good reasons why this is being successful too.

“Only last week I spoke to an independent card retailer, who was very happy to admit wh his shop had been saved from the brink by the addition of th party goods. pa “He said he now sells a card and a gift, such as our recentlyintroduced Simply Gifts line of boxed mugs, and often a gift bag as well to customers going to a party.

“And for people throwing the parties, he sells our ranges of banners, foil balloons, which we now offer very successfully in single colours, latex balloons,

changing

gift items, badges, buntings, candles – with customers able to coordinate designs and colours ours with those and also lso with invitations and so on from our social stationery range.”

And among that impressive Simon Elvin line-up of party products, were there noticeable changes that retailers should be aware of?

“One of the two biggest areas of change,” says Edward, “is very certainly in the area of co-ordinated design that I

mentioned m ti d earlier. li Consumers C seem to want to be able to s pick up on a design theme p or colourway and weave it o through all their items. t “We have spent a lot of time and money on making this a real t feature of our featur range – the rang bonus for bo retailers re is i that it also looks a great on g in-store i displays d too! to “And, “A because becau Simon Elvin has E always distributed distrib stock through its authorised wholesale distributor network, retailers can get this stock in at short notice to meet these demands.

“Then, as the party bandwagon has continued gathering pace, we’ve seen growing demand for more and more specific captions. A couple of years ago, even as a

leading leadi supplier supplie we could get away with just a few. Today we have added things like, Baby Shower, Welcome Home, Wedding, Good Luck and a host of others. “This isn’t just driven by young mums either, because alongside these we are experiencing huge demand

We have just been through a phase where certain suppliers had been selling product cheaply, with correspondingly huge drops in value for our Milestone Ages themed party products – starting at 18 like they always did, but now going right on up to 70 and 80!”.

Contact Simon Elvin on 01628 526711 or visit www.simonelvin. com to find out more about their new ranges and products.

Edward Williams

www.partypartymag.co.uk

49 7

Review

London Toy Fair

Send in the characters!

A wave of colour swept the aisles of Toy Fair on Press Day as the Character Parade made its annual tour of the show floor. From classics such as Danger Mouse and Care Bears to the Minions, Hey Duggee and PAW Patrol, these are the characters you will be finding at kids’ parties in 2016.

Toy fair time London Toy Fair has come and gone, and party retailers who paid a visit to the show certainly found plenty to look at ondon Toy Fair has come and gone, and Kensington’s Olympia played host to a select group of exhibitors, buyers and retailers all looking to make an impact.

With an increasing number of toy shop owners stocking addons such as dress-up, balloons, tableware, and party accessories and visa versa, the two industries are becoming ever more intrinsically linked. Throw some licensing into the mix, and you’ve got a hotbed of retail activity.

Exhibitors included the likes of Fun Shack and Amscan while notable visitors from the industry included Unique Party, among many others.

This year London Toy Fair ran from Sunday to Tuesday, 24-26 January – and, although there was the well-documented one-off cross over with the Nuremberg event, organisers extended opening hours to ensure visitors and exhibitors

L

50

got the max out of their working day. In the end, the clash made little difference to those at the fair with healthy attendance over all three days.

It was a fairly celebpacked event with Union J and former I’m A Celebrity Get Me Out Of Here star George Shelley in attendance along with Spice Girl Mel C who was spotted at the show by one of our eagle-eyed reporters.

The very lovely Melanie Chisholm was snapped walking around the show on Sunday with her partner. daughter and her friend, after being invited by pal Gavin Inskip of Toy Fair TV. “We were very lucky to be invited,” Sporty Spice told Party Party, “because we have our friend working here and we thought it would be lovely to bring the two girls so they can see all the new toys.

“As a parent it’s nice to see so many educational toys out there with things we can do together. The

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“

We were very lucky to be invited because we have our friend working here and we thought it would be lovely to bring the two girls so they can see all the new toys.

”

Melanie Chisholm, a.k.a Sporty Spice

girls like Sylvanian Families so we’re looking forward to seeing that stand, and Shopkins – and they love Marvin’s Magic which they got for Christmas. We’re having an excellent day.”

And later in the day the girls were proudly showing off the goodie bags they received from the Sylvanian Families team.

The equally lovely Mr Tumble a.k.a Justin Fletcher, who is essentially the Tom Cruise of the preschool world, was on the Golden Bear stand as the company was announced as master toy for Justin’s House.

Party Party’s sister publication Toys ’n’ Playthings produces The Daily News for London Toy Fair and they caught up with the Amscan team at the fair.

Pictured on their stand are Tim Holness, Paul Seymour-Simpson, Tony Lewis and Chris Smalley who told us: “We’ve just launched a new dress-up catalogue with more than

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21 9

Looking for… Dress Up Here is a small taster of just some of the products at Toy Fair that are relevant to party retailers.

Product: Tiny Tiger costume Company: Amscan International What is it: Amscan showcased a variety of their new costumes for 2016; their new animal costumes for babies including this cute Tiny Tiger outfit are not to be missed!

The collection includes popular everyday dress-up themes including story book characters, history, careers, role-play sets, seasonal occasions and much more.

Product: 6 metallic colors pocket 500 new SKUs, there’s lots more accessories and wearables that can be put together to make outfits.

“And we have an exciting new range of balloons and foils, with new milestone ages and alphabet letters.

In the Airwalkers range the Storm Trooper is one of the most popular along with PAW Patrol and Minions so that ties in with a lot of the licences that are around the show.”

It was confirmed at Toy Fair that next year, 2017, will see the London event return to its normal dates.

Majen Immink, Head of Toy Fair Operations and Sales, said: “The Toy Fair will return to its normal date pattern in 2017 running from Tuesday to Thursday, 24-26 January 2017, with a return to the normal build and opening times to the show.

Company: Playcolor distributed by Bigjigs Toys What is it: Get creative with this solid face paint make up, perfect for mess-free face painting, quick drying available in a variety of colours and themes.

Product: Mr Fox

“Nuremberg dates are confirmed on their website as 1-6 February 2017, so it’s a return of both shows to the normal date pattern.

“Registration for stand space is now open to exhibitors and new or returning applicants.”

Contact Toy Fair Tel: 020 7701 7271 Web: www.btha.co.uk/ toy-fair

Company: Fun Shack (UK) What is it: Fun Shack is a leading designer, manufacturer and distributor of children’s and adults fancy dress costumes, including historical and period costumes, such as AngloSaxon, Victorian, Viking, Pirates and many others. Its in house design team is continually creating new products as well as bespoke products for individual customers.

www.partypartymag.co.uk

51

Review Nuremberg

Mane attraction Thousands of retailers and exhibitors gather in the German city of Nuremberg each year for Spielwarenmesse. Hall 9 is the mane attraction for party exhibitors and retailers and business is done!

N

uremberg is the place to be for the world’s largest toy fair which ran from 27 January to 1 February this year with thousands of toy and party retailers from across the globe descending on the German city.

The penultimate exhibition of the spring fair season, Nuremberg’s Spielwarenmesse - Toy Fair in German - commands a lot of respect from both retailers and exhibitors.

For the party industry, Hall 9 is always where the action happens.

Fun Shack, Unique Party, Qualatex, Amscan, Leg Avenue, Smiffy’s, Palmer Agencies, Rubie’s, Northstar Balloons, Belbal SFE, Boland and many more were all on site and ready to do business.

The show is a vital date in the diary for so many people within the industry, but what makes the show so important to exhibitors?

Party Party spoke with

52

Anna Hickman, Marketing Communications Manager at Pioneer Europe.

“We’ve been exhibiting at the Nuremberg Toy Fair for about 20 years now, “ she says, “it’s an important part of our export sales marketing. This is where we meet all our European customers - distributors, retailers, event organisers, as well as make new contacts and open new markets.”

Anna is not alone in seeing value in Nuremberg.

Austrian retailer Andreas Greif, owner of MirandaWorld, says: “The Spielwarenmesse is a date not to be missed for making contacts and previewing the season ahead with the most important international vendors. It is also a welcome opportunity to link up with new vendors in order to avail of the variety on offer.”

Rather than calling Hall 9 “the party hall”, organisers have named it Festive Articles, Carnival, Fireworks, demonstrating the vast

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“

We’ve been exhibiting at Nuremberg Toy Fair for about 20 years now, it’s an important part of our export sales marketing.

”

Anna Hickman, Pioneer Europe

array of products visitors find at the show.

The organisers explain: “Festive articles and products for carnival are now generating impressive revenue all year around.

“Manufacturers traditionally sell costumes, decorations, rockets and other items via the toy trade as well. That is why Spielwarenmesse is considered the most important event for all wellknown suppliers and market leaders.”

Picking up on this point is exhibitor Gerd Horbach, CEO of Fritz Fries & Söhne, who says: “The expansion of carnival articles to the whole of Hall 9 has made the segment more international.

At Spielwarenmesse I constantly get new good ideas on how we ourselves can set new trends in our product spectrum.”

Anna tells us that the unique design of Pioneer Europe’s stand helps to drive footfall.

www.partypartymag.co.uk

21 9

Spotted at Nuremberg Pioneering!

Pioneer Europe 01279 501 090 www.qualatex.com The official Qualatex 2016 Everyday Catalogue launched at Nuremberg Toy Fair 2016.

The catalogue is chock full of exciting new licences and the brand new Qualatex party range.

The stand was a must visit for any toy, party, greeting cards and gifts retailer as well as events and party organisers with inspirational balloon displays; retail solutions for different types of businesses, product demonstrations and a knowledgeable sales team, to advise on the suitable product offers and the right balloon training.

For more than 90 years Pioneer – one of the leading balloon manufacturers, most known for Qualatex brand of balloons – has provided quality products and services worldwide.

“Our stand is usually quite easy to find thanks to the amazing decor that is created by one of our designers from Belgium Luc Bertrand.

“Nuremberg is the first event of the year where our customers get the opportunity to see all the new collections and place their orders to receive show discount.

“Straight after

Nuremberg Toy Fair we exhibit at Spring Fair in Birmingham where we tend to attract a lot more UK retailers.”

Anna adds that Pioneer showcased some “exciting new product ranges at the show” and found Nuremberg to be “a great opportunity to see our existing distributors and discuss with them our business plan”.

Did you know...

Pioneer Europe’s customers always compliment them on their stand decor so the team’s favourite part of preparing for exhibitions is choosing the colours.

Licence to thrill Unique Party 01724 281113 www.favors.com Unique Party showcased some incredible n new ensemble ranges for 2016 at Nuremberg. Everything from general birthday, baby shower, themed parties and children’s parties was on display.

New for this year, Unique has a full range of Thunderbirds Are Go, Star Wars: The Force Awakens, Finding Dory, Captain America: Civil War and many more! And, brand new for 2016, Unique Party launches its Giant 34” Glitz Numeral foil balloons, available in blue, pink and silver and in numbers 0–9.

www.partypartymag.co.uk

53

THE WORD from

Show me the money!

In his regular column for Party Party magazine, BAPIA’s Chief Executive John Bowler delves into the potential in store openings and decorating corporate events – can you make it work for you?

How often do you see a new store opening that has professional décor?

Personally, I believe it is quite rare, which means there is an opportunity!

How do we go about capitalising on this opportunity? Well, the answer is to plan a strategy and to be well prepared.

It is quite a décor is e t a r o p different market Cor arket to to the party or m t n e r diffe g décor wedding décor quite a in d d e w referrals for our y or out that most of the part members as we us start f o t s o us start out in, believe they are that m requires and therefore e r o f e r the a major benefit of ore in, and requires a t and m BAPIA membership. n e r e f if ad . different and pproach more direct a t c e ir d Corporate approach. decorating = potential The events coordinator new business of a major corporation is unlikely We currently have links with two to attend wedding fairs looking for national accounts who now come corporate décor, so you really need to us whenever they require balloon to take your marketing to them. decor for a new or re-vamped store I think for many of us we have the opening and we always refer them tendency to pick up the occasional to their local BAPIA members. corporate job simply by hoping the It was this that led right person sees our me to my topic for work somewhere and, this issue, the while this may bring corporate market. you in some work, it is Unfortunately there never going to create is not enough space a large portfolio of here for me to write a corporate clients as comprehensive article on they will not know you this topic but here is an exist. overview.

Therefore, we need The corporate décor to plan a strategy to market can be a large, approach the right profitable and very person and sell successful part of your business, and ourselves, and our skills, as well as while you may believe that it is well persuade them that what we offer catered for, there is actually a huge gives excellent value for money. amount of potential growth in this

John says…

Images supplied by Izzys Party Shop

I

am going to avoid the obvious New Year introductions and wishes, as I suspect you will all have forgotten about that by now.

However, at BAPIA, we are looking forward to a great year and we have started planning for the coming 12 months.

From talking to our members and watching social media, we believe that there has been a growth in opportunities in the corporate market over recent months and one of our plans is to achieve more

The corporate décor market can be a large, profitable and very successful part of your business

area.

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Make yourself known

Firstly, we should identify a number of potential clients that we feel may have a need for our services and who will benefit from them, such as new store openings, seasonal events, back to school, new car launches, to name just a few.

Then we need to identify the correct person to contact, this can prove difficult as there is no single title that will clearly identify them, so you may need to do some digging, but this will certainly be very worthwhile!

It is also a good idea to become part of a local business group where you may receive referrals from others who offer other services aligned to ours.

Once we have the contact, we need to make them believe that what we can offer will prove beneficial to them – sell the benefits, not the décor!

Balloon décor does not simply provide colour to an event, it can actually send a message. While a balloon arch or some balloon bouquets may seem simple to us, to the average

member of the public this screams “special event” which they translate into “special offer” and who isn’t attracted by a good deal or special offer?

A corporate party with professional décor says a big thank you, showing how much the company appreciates its staff and it

How often do you see a new store opening that has professional décor?

Personally, I believe it is quite rare, which means there is an opportunity!

John Bowler is the Chief Executive of BAPIA, the Balloon and Party Industry Alliance. The trade organisation is for everyone involved in the UK balloon and party industry, and offers a range of support and benefits to its members, helping them to grow, develop and focus on their business. It is also a member of the EBPC, the European Balloon and Party Council.

(we will publish an article on these through the BAPIA website in the near future, and members have access to the Cut The Red Tape website from Aviva).

You need to be prepared for all of these to prove you are a professional and reliable company. If your client is asking you to work at a venue, it is really important that you contact Paperwork in order the venue and work directly The corporate market has some with them to agree different demands when it entry time, working comes to planning for space and even The the event. even coor car parking if Firstly, they will ts dina t c o o r needed, as rpor probably request of a a m t a i o a t these can tend n is jor a comprehensive u w n l e i all be timek ddin quote and, ely t for c g o f a consuming orpo irs lo remember, it rate o y k o i ng and u ne is important to déco e r d , problematic s to ta include all relevant o mark k e e y if not sorted ting information such to th our prior to the as arrival time, agreed em. event. working space, clearing Remember, it is up, payment terms etc. It is always a good idea to build a also very likely that either the client relationship with the events manager or the venue will request a copy of at any venue as they may need to your public liability insurance cover recommend a balloon professional and they may also request a risk one day. assessment and method statement, certainly creates that feel-good factor, resulting in a better team spirit.

Top t

ip:

INFO BAPIA is a trade organisation with a goal to bring member benefits such as liability and legal insurance cover which are included as part of membership, as well as to promote its members to the public. For more information go to www.bapiaonline.com or contact info@bapiaonline or call 020 8123 1746.

www.partypartymag.co.uk

21 55

Balloon Recipe

Feeling the love Our expert columnist Sue Bowler CBA is inspired by Valentine’s Day this month

Ingredients: 1 x On Your Engagement 2 x 9” Magenta Hearts 2 x 9” Red Hearts 2 x 4” Magenta Hearts 2 x 4” Red Hearts Clik-Clik Balloon Bond Tape Cellophane Ribbon Bottle of wine or Champagne Balloon weight Monofilament Line

Sue Bowler writes The Very Best Balloon Blog - to see more great design recipes and ballon-related articles, please visit www. theverybestballoonblog. blogspot.com 56

www.partypartymag.co.uk

I

love Rachel Ellen Designs from Qualatex balloons - her style is fun, modern, stylish in an unconventional and striking way.

Her designs are always filled with colour making them exciting to work with to create new and fun gift ideas.

This recipe makes use of the Rachel Ellen On Your Engagement Qualatex Suprafoil balloon together with a nice bottle of pink fizzy wine.

This design could easily be adapted to suit many other occasions where there is a love theme - such as Valentine’s Day, Anniversary and Wedding - simply change the message balloon, and you can also coordinate with the relevant coloured hearts.

1

Wrap your wine bottle in cellophane, I usually cut a square from a wide roll, then scrunch it up to the neck of the bottle, secure with a scrap of 160Q.

2

Air-inflate and heatseal the 2 x 9” and 2 x 4” Heart balloons. I have used both red and agenta Hearts as both colours features in the focal balloon.

3

Tie a red and a pink 9” together to create a duplet, repeat with all the other balloons, keeping like sizes together.

4

Twist a 9” Duplet together with a 4” Duplet, to create a butterfly shape x 2.

5

Using a length of ribbon secure the 2 butterflies to the bottle neck, one on each side.

6

Use the Balloon Bond to keep the balloons sitting in the correct position as per the picture.

7

Inflate the focal balloon On Your Engagement with helium and secure to the monofilament line, then position it so it appears to be floating just above the bottle. Add a balloon weight to the helium-filled foil and tuck that into the centre of the design.

8

Add a bow to the centre of the butterfly to complete the design.

Education Harbour Educa

Retail

Lens flair Science and parties aren’t the most obvious partnership, but b t that’s what makes Education Harbour’s Rainbow Diffraction Glasses an exciting addition to the market. Bringing the magic of science and kaleidoscope visuals to specialist retailers, Founder Alan Sheridan tells Party Party why these low-cost products are a hit with young kids and uni students Alan, Education Harbour will be a new name to many party retailers. Tell us a little bit about what you do.

I started the company after being made, unexpectedly, redundant from a science communication company in late 2008. With no job on the immediate horizon, I started to think about products I needed during my previous role that were a compromise – the Rainbow Diffraction Glasses that I produce now are a result of those thoughts.

And what do these spectacular glasses do?

They take white light and split it into colours. The glasses transform light sources when you put them on, giving a kaleidoscopestyle effect that is really fun for partygoers of all ages.

And what makes these glasses such a great fit for party retailers?

The first product that I launched in 2008 remains the only Rainbow Diffraction Glasses that fit young children between the ages of three and 10. They are popular as a party bag filler with both parents and children, and also with all young science fans. With STEM being a major feature for the children’s market in 2016, this product is set to fly even higher this.

And what about adults?

Are there sales to be had

from the older market too?

Absolutely. After the launch of the Rainbow Diffraction Glasses, we followed up with our own brand of Firework Diffraction Glasses for grown-ups and, uniquely y to us, card-framed Spiral Diffraction Glasses. These two products have great appeal to the student market in particular, and are popular for raves, festivals, clubbing and summer and May balls.

Have you had any success in the party industry with this so far, or is this your opening gambit?

So far we have had good success selling them to the primary school community and, for the party market, to individuals to watch fireworks and go to clubs and raves.

And are there any occasions that your glasses work with particularly for?

All of our products have year round sales appeal, but there are definite peaks surrounding festivals in the summer and in the run-up to Bonfire Night and for the fireworks at New Year’s Eve. Your products also bring play value to the party market. Does this give retailers a point of difference?

New for 2016 is our Colour Wheel, which truly sees science meet magic as colours merge and

disappear, and straight lines es turn into circles in front of your eyes. The Colour Wheel eel is low cost for consumers and gives high margins forr retailers. It also comes with h a bonus spin-the-bottle disc – and what party is complete without a game? ?

How do you support independent retailers?

All of our products are available on the high streett exclusively to specialist retailers. You will not find them on the supermarket shelves or in pound shops and value stores. Currently we are working on counter display units to maximise the impulse nature of the products, and we’re hoping to have those ready for retailers in the spring.

Contact Education Harbour Ltd Tel: 0800 756 9788 Web: www. educationharbour.com

Did you know... ● Education Harbour offers free samples to specialist retailers to experience the products for themselves ● The Eclipse Glasses were used by the BBC for the 2015 eclipse, and sold like hot cakes as a result!

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57

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